2008 Visitor Study Presentation Report June, 2009
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- Abigayle Reeves
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1 008 Visitor Study Presentation Report June, 009
2 Size & Structure of the U.S. Overnight Travel Market
3 Size of the U.S. Overnight Travel Market 006 vs. 008 Base: Total Overnight Trips, % since 06 Millions of Tips,500, ,43,446, ** ** 006 volume adjusted based on 007 benchmark to account for a change in survey methodology from mail panel to online panel. 3
4 Structure of the U.S. Overnight Travel Market Trends Base: Overnight Trips 43 Visiting friends/relatives Marketable Business
5 U.S. Overnight Marketable Trip Mix 008 Travel Year Base: Overnight Marketable Trips Special event Touring Outdoors Casino Resort City trip Business-Leisure Theme park Cruise Ski/Snowboarding
6 State Trends in Marketable Trips 008 vs. 006 Change +% or more + to 0% No change -% to -0% -% or more 6
7 Overnight Trips to North Dakota
8 Size & Structure of North Dakota s Overnight Travel Market
9 Total Size of North Dakota s Travel Market Total Person-Trips = 5.7 Million Day Trips 60% 9.9 Million Overnight Trips 40% 6.08 Million 9
10 North Dakota s Overnight Travel Market by Trip Purpose Total Overnight-Trips = 6.08 Million Stayed Overnight 97% 5.87 Million Passed Through 3% 0. Million 0
11 Overnight Trips to North Dakota Total Overnight-Trips = 6.08 Million Visits to Friends/ Relatives 50% 3.06 Million Marketable Pleasure Trips 3%.89 Million Business Trips 9%.3 Million
12 North Dakota Market Trends 006 vs. 008 All Trips Visiting friends/relatives -3 Marketable trips Business trips
13 North Dakota s Share of the Regional Travel Market *Region Includes North Dakota, South Dakota, Minnesota, Montana, Nebraska and Iowa (North Dakota s Advertising Markets) 3
14 North Dakota s Overnight Trip Segments vs. U.S. Norm Base: Overnight Trips Visiting friends/relatives Marketable Trips 3 44 Business Trips North Dakota US Norm 4
15 Overnight Marketable Trip Mix North Dakota vs. US Norm Base: Overnight Marketable Trips Outdoors Business-Pleasure Special event Touring City trip Cruise Casino Ski/Snowboarding Resort Theme park North Dakota US Norm 5
16 Total Overnight Trips to North Dakota 0 8 Millions of Trips '94 '96 '98 '00 '0 '04 '06 '08 6
17 Overnight Business Trips to North Dakota 6 Millions of Trips '94 '96 '98 '00 '0 '04 '06 '08 7
18 Overnight Visits to Friends and Relatives in North Dakota 6 Millions of Trips '94 '96 '98 '00 '0 '04 '06 '08 8
19 Overnight Marketable Trips to North Dakota 6 Millions of Trips '94 '96 '98 '00 '0 '04 '06 '08 9
20 Touring Millions of Overnight Trips `94 `96 `98 `00 `0 `04 `06 `08 0
21 Special Event 0.6 Millions of Overnight Trips `94 `96 `98 `00 `0 `04 `06 `08
22 Outdoors Millions of Overnight Trips `94 `96 `98 `00 `0 `04 `06 `08
23 City 0.6 Millions of Overnight Trips `94 `96 `98 `00 `0 `04 `06 `08 3
24 Casino 0.6 Millions of Overnight Trips `94 `96 `98 `00 `0 `04 `06 `08 4
25 Profile of Overnight Visitors
26 State Origin Of Trip Base: Overnight Pleasure Trips to North Dakota North Dakota Minnesota Montana South Dakota North Carolina Wisconsin Florida Arizona Iowa Connecticut California Colorado New York
27 DMA Origin Of Trip Base: Overnight Pleasure Trips to North Dakota Fargo-Valley City, ND Minot-Bismarck-Dickinson, MT/ND Minneapolis-St. Paul, MN Great Falls, MT Sioux Falls (Mitchell), MN/SD Charlotte, NC Atlanta, GA Phoenix, AZ New York, NY Denver, CO Rapid City, NE/SD/WY
28 Gender Base: Overnight Pleasure Trips Male Female North Dakota US Norm 8
29 Gender Base: Overnight Pleasure Trips to North Dakota 43 Male Female
30 Age Base: Overnight Pleasure Trips Average Age North Dakota = 44.4 Average Age US Norm = years years years years North Dakota US Norm 30
31 Age Base: Overnight Pleasure Trips to North Dakota Average Age 008 = 44.4 Average Age 006 = 4.4 Average Age 004 = years years years years
32 Household Size Base: Overnight Pleasure Trips member 3 4 members members members members North Dakota US Norm 3
33 Household Size Base: Overnight Pleasure Trips to North Dakota member 4 6 members members 4 members members
34 Income Base: Overnight Pleasure Trips $75K+ 3 8 $50K-$74.9K 5 6 $5K-$49.9K Under $5K North Dakota US Norm 34
35 Income Base: Overnight Pleasure Trips to North Dakota $75K+ 8 8 $50K-$74.9K 5 6 $5K-$49.9K Under $5K North Dakota US Norm 35
36 Income $75K+ $50K-$74.9K $5K-$49.9K Under $5K
37 Marital Status Base: Overnight Pleasure Trips Married/With partner Never married 6 9 Divorced/Widowed/ Separated North Dakota US Norm 37
38 Marital Status Base: Overnight Pleasure Trips to North Dakota Married/With partner Never married 6 6 Divorced/Widowed/ Separated
39 Children in Household Base: Overnight Pleasure Trips No children under Any child between Any child between Any child under North Dakota US Norm 39
40 Children in Household Base: Overnight Pleasure Trips to North Dakota No children under Any child between 3-7 Any child between 6- Any child under
41 Education Base: Overnight Pleasure Trips Post-graduate 5 7 College graduate 38 4 Some college 5 9 High school or less North Dakota US Norm 4
42 Education Base: Overnight Pleasure Trips to North Dakota Post-graduate 3 5 College graduate Some college High school or less
43 Employment Base: Overnight Pleasure Trips Full time/ self-employed 53 5 Part time 0 7 Not employed/retired/ other North Dakota US Norm 43
44 Employment Base: Overnight Pleasure Trips to North Dakota Full time/ self-employed Part time Not employed/retired/ other
45 Race Base: Overnight Pleasure Trips White African-American 5 Other North Dakota US Norm 45
46 Race Base: Overnight Pleasure Trips to North Dakota White African-American Other
47 Overnight Trip Planning & Booking
48 Planning Cycle Base: Overnight Pleasure Trips month or less months 3-5 months 6 months or more North Dakota US Norm 48
49 Planning Cycle Trends Base: Overnight Pleasure Trips month or less months 3-5 months 6 months or more
50 Information Sources Used For Planning Base: Overnight Pleasure Trips Internet/online services 39 4 Past personal experience Advice from relatives/friends Hotel/resort Group tour company Books Travel agent North Dakota US Norm 50
51 Information Sources Used For Planning (Cont d) Base: Overnight Pleasure Trips Toll-free number Auto club TV State tourism office Airline/commercial carrier Local visitors bureau Magazines Association/club Newspapers Social networking sites n/a North Dakota US Norm 5
52 Specific Resources Used for Planning Base: Overnight Pleasure Trips to North Dakota North Dakota Tourism Division* * 006 and 004 data refers to the North Dakota Office of Tourism 5
53 Use Of The Internet For Trip Planning Base: Overnight Pleasure Trips North Dakota US Norm 53
54 Who Booked in Advance Base: Overnight Pleasure Trips North Dakota US Norm 54
55 Booking Cycle Base: Overnight Pleasure Trips Booked in Advance month or less months 3 to 5 months 6 months or more North Dakota US Norm 55
56 Overnight Trip Characteristics
57 Distance Traveled Base: Overnight Pleasure Trips Under 00 miles miles miles 500-,000 miles Over,000 miles North Dakota US Norm 57
58 Distance Traveled Trends Base: Overnight Pleasure Trips to North Dakota Under 00 miles miles miles ,000 miles 6 9 Over,000 miles
59 Size of Travel Party Base: Overnight Pleasure Trips North Dakota. 0.8 Total = 3.0 US Norm. 0.6 Total = Average No. of People Adults Children 59
60 Size of Travel Party Trends Base: Overnight Pleasure Trips to North Dakota Total = Total = Total = Average No. of People Adults Children 60
61 Travel Party Composition Base: Overnight Pleasure Trips Spouse/partner Child(ren) Other relative(s) Friend(s) Traveled by myself Parent(s) Business associate(s) North Dakota US Norm 6
62 Travel Party Composition Trends Base: Overnight Pleasure Trips to North Dakota Spouse/partner 6 67 Child(ren) Other relative(s) Friend(s) Traveled by myself Parent(s) Business associate(s)
63 Total Nights Away on Trip Base: Overnight Pleasure Trips Avg. nights on trip with ND stay = 5.3 Nights Avg. US Norm = 3.6 Nights night nights 3-4 nights 5-6 nights 7-3 nights 4+ nights Norht Dakota US Norm 63
64 Total Nights Away Trends Base: Overnight Pleasure Trips to North Dakota Avg. 008 = 5.3 Nights Avg. 006 = 5.6 Nights Avg. 004 = 5. Nights night nights 3-4 nights nights nights 4 4+ nights
65 Length of Stay in North Dakota Base: Overnight Pleasure Trips with + Nights Spent In North Dakota Average Nights Spent in North Dakota = 3. night 34 nights nights 5-6 nights nights
66 Time Away on Trip - Trend Base: Overnight Pleasure Trips with + Nights Spent In North Dakota Total 008 = Total 006 = Total 004 = Average No. Nights Away North Dakota Another Place 66
67 Transportation Base: Overnight Pleasure Trips Own car/truck Personal Vehicles Truck/van/RV Rental car Plane 3 0 Commercial Vehicles Train Bus North Dakota US Norm 67
68 Accommodation Used* Base: Overnight Pleasure Trips House of friends/realtives Hotel 3 Motel 9 Own house/cottage 6 7 Campground/Trailer park * of trip nights spent in each type of accommodation North Dakota US Norm 68
69 Seasonality Base: Overnight Trips to North Dakota January-March 6 5 April - June 7 3 July-September 7 30 October-December North Dakota US Norm 69
70 Seasonality 006 vs. 008 Base: Overnight Trips to North Dakota January-March 6 5 April - June July-September October-December
71 Overnight Trip Experiences
72 Experiences & Sightseeing Base: Overnight Pleasure Trips Visited friends/relatives Rural farming areas Small towns/villages Unusual Wildlife Lakes/rivers Historic/cultural areas City park/garden National/State park North Dakota US Norm 7
73 Experiences & Sightseeing Base: Overnight Pleasure Trips Landmarks/historic sites Museum Interesting architecture Natural environment Art gallery Zoo Winery Short guided tour Brewery Rodeo < North Dakota US Norm 73
74 Sports & Recreation Base: Overnight Pleasure Trips Viewing wildlife/birds Bicycling Camping Swam in pool Fishing Jogging/running Spa North Dakota US Norm 74
75 Sports & Recreation Base: Overnight Pleasure Trips Golf Pro/college sports event Hunting Used a sauna/hot tub Indoor fitness center Tennis Mountain climbing Skiing/snowboarding Motorcycle touring North Dakota US Norm 75
76 Entertainment Base: Overnight Pleasure Trips Shopping Fine dining Unique Local Foods Casino Local music Bar/disco/nightclub Entertainment/shows Fair/exhibition/festival Elegant restaurants Theme park Dance Rock/Pop concert Club offering live music Theater/dance/symphony/opera North Dakota US Norm 76
77 Most Popular North Dakota Attractions East Region Base: Overnight Trips to North Dakota Fargo Scheels All-Sports Superstore Grand Forks Downtown Fargo Alerus Center Icelandic State Park Sheyenne River Valley Ntnl Scenic Byway Bagg Bonanza Farm West Acres Lake Ashtabula Fargo Air Museum
78 Most Popular North Dakota Attractions East Region (Cont d) Base: Day Trips to North Dakota Red River Zoo Ralph Engelstad Arena Wahpetons, Fargodome Dakota Magic Casino Downtown Grand Forks Pembina State Museum Plains Art Museum Sheyenne National Grasslands Turtle River State Park Valley City
79 Most Popular North Dakota Attractions East Region (Cont d) Base: Day Trips to North Dakota Trollwood Park Fort Abercrombie Gingras Trading Post Chahinkapa Zoo Bonanzaville USA Center for Aerospace Sciences Heritage-Hjemkost Interpretative North Dakota Museum of Art Fort Ransom State Park Yunker Farm Children's Museum
80 Most Popular North Dakota Attractions Central Region Base: Overnight Trips to North Dakota Minot New Town Three Tribes Museum Geographical Center of North America Jamestown Reservoir Devil's Lake State Parks Spirit Lake Casino Roosevelt Park/Zoo Devil's Lake Jamestown Lake Metigoshe State Park
81 Most Popular North Dakota Attractions Central Region (Cont d) Base: Overnight Trips to North Dakota Sully's Hill National Game Preserve Arrowwood National Wildlife Refuge Rugby Four Bears Casino International Peace Garden Fort Totten Whitestone Hill Battlefield Fort Clark State Historical Site Knife River Indian Villages Ntnl Hist Site Fort Stevenson State Park Paul Broste Rock Museum Sky Dancer Casino Scandinavian Heritage Center & Park National Buffalo Museum
82 Most Popular North Dakota Attractions West, Lewis & Clark Trail & Badlands Regions Base: Overnight Trips to North Dakota Bismarck/Mandan Lewis & Clark Interpretive Center Dickinson Theodore Roosevelt Ntnl Park - South Williston Double Ditch Indian Village Lake Sakakawea North Dakota Capitol Medora Fort Mandan Lewis & Clark State Park Fort Abraham Lincoln
83 Most Popular North Dakota Attractions West, Lewis & Clark Trail & Badlands Regions (Cont d) Base: Overnight Trips to North Dakota Beach Scenic Byways Dakota Dinosaur Museum North Dakota Heritage Center On-A-Slant Indian Villages Dakota Zoo Richardton Assumption Abbey Chateau de Mores State Historic Site Watford City Missouri Yellowstone Confluence Center Lewis & Clark Riverboat
84 Most Popular North Dakota Attractions West, Lewis & Clark Trail & Badlands Regions (Cont d) Base: Overnight Trips to North Dakota Theodore Roosevelt Ntnl Park - North Fort Union Trading Post Lake Sakakawea State Park Enchanted Highway Medora Musical Fort Yates Cross Ranch State Park Prairie Knights Casino Washburn Cowboy Hall of Fame Maah Daah Hey Trail
85 Day Trips to North Dakota
86 Size & Structure of North Dakota s Day Travel Market
87 Day Trips to North Dakota Total Day Trips = 9.9 Million Visits to friends/relatives 48% 4.00 Million Marketable trips 37% 3.3 Million Business trips 5%.96 Million 87
88 Marketable Day Trips Mix City 40 Special Event 8 Casino 5 Touring 3 Outdoors Other
89 Profile of Day Visitors
90 State Origin of Day Trip Base: Day Trips to North Dakota Minnesota North Dakota 5 5 South Dakota 6 9 Montana Wyoming < < Marketable Pleasure 90
91 DMA Origin of Day Trip Base: Day Trips to North Dakota Minneapolis-St. Paul, MN Fargo-Valley City, ND Minot, Bismarck, or Dickinson, MT/ND Sioux Falls (Mitchell), SD/MN The Rapid City Area (NE/SD/WY) Billings, MT Glendive, MT 4 3 < < Marketable Pleasure 9
92 Gender Base: Marketable Day Trips Male Female North Dakota US Norm 9
93 Gender Base: Day Trips to North Dakota Male Female Marketable Pleasure 93
94 Age Base: Marketable Day Trips Average Age North Dakota = 43.4 Average Age US Norm = years years years years North Dakota US Norm 94
95 Age Base: Day Trips to North Dakota Average Age Marketable = 43.4 Average Age Pleasure = years years years years Marketable Pleasure 95
96 Household Size Base: Marketable Day Trips member 6 9 members members members members North Dakota US Norm 96
97 Household Size Base: Day Trips to North Dakota member 3 9 members members 9 4 members members Marketable Pleasure 97
98 Income Base: Marketable Day Trips $75K $50K-$74.9K 3 $5K-$49.9K 8 8 Under $5K North Dakota US Norm 98
99 Income Base: Day Trips to North Dakota $75K $50K-$74.9K 3 6 $5K-$49.9K 8 3 Under $5K Marketable Pleasure 99
100 Marital Status Base: Marketable Day Trips Married/With partner 6 70 Never married 0 9 Divorced/Widowed/ Separated North Dakota US Norm 00
101 Marital Status Base: Day Trips to North Dakota Married/With partner 6 64 Never married 5 9 Divorced/Widowed/ Separated Marketable Pleasure 0
102 Children in Household Base: Marketable Day Trips No children under Any child between Any child between Any child under North Dakota US Norm 0
103 Children in Household Base: Day Trips to North Dakota No children under Any child between Any child between Any child under Marketable Pleasure 03
104 Education Base: Marketable Day Trips Post-graduate 7 8 College graduate 3 37 Some college 7 9 High school or less 5 Other North Dakota US Norm 04
105 Education Base: Day Trips to North Dakota Post-graduate 4 7 College graduate 3 33 Some college 5 7 High school or less 7 Other Marketable Pleasure 05
106 Employment Base: Marketable Day Trips Full time/ self-employed Part time 0 Not employed/retired/ other North Dakota US Norm 06
107 Employment Base: Day Trips to North Dakota Full time/ self-employed Part time Not employed/retired/ other Marketable Pleasure 07
108 Race Base: Marketable Day Trips White African-American 4 Other North Dakota US Norm 08
109 Race Base: Day Trips to North Dakota White African-American 4 Other Marketable Pleasure 09
110 Day Trip Planning & Booking
111 Day Planning Cycle Base: Day Trips to North Dakota Same day -3 days 4-7 days -3 weeks More than month Marketable Pleasure
112 Information Sources Used for Planning Base: Day Trips to North Dakota Personal experience Online/internet Advice from friends relatives Hotel/resort Books Government Tourism Office Newspapers Magazines Marketable Pleasure
113 % Who Booked In Advance Base: Day Trips to North Dakota Marketable Peasure Marketable Peasure 3
114 Use of Vacation Packages & Group Travel Base: Day Trips to North Dakota Prepaid Package Escorted group tour Marketable Pleasure 4
115 Day Booking Cycle Base: Day Trips to North Dakota Booked in Advance week or less weeks 3 weeks More than month Marketable Pleasure 5
116 Specific Resources Used to Plan Trip North Dakota tourism Division Marketable Pleasure 6
117 Day Trip Characteristics
118 Distance Traveled to North Dakota Under 50 miles miles miles miles 3 6 Over 00 miles Masrketable Pleasure 8
119 Transportation Used Inside North Dakota Own Car Truck/Van/RV Rental Car Motor/Sailboat Train Taxi Plane Bus Marketable Pleasure 9
120 Travel Party Composition Spouse/partner Child(ren) Friend(s) Other relative(s) Parent(s) Just myself Business associate(s) Marketable Pleasure 0
121 Size of Travel Party Base: Day Trips to North Dakota Marketable Total =.58 Pleasure Total = Average No. of People Adults Children
122 Seasonality Base: Day Trips to North Dakota January-March 5 April - June 8 3 July-September 3 October-December Marketable Pleasure
123 Day Trip Experiences
124 Experiences & Sightseeing Base: Day Trips to North Dakota Rural farming areas Lakes/rivers Small towns/villages Scenic drive Friends/relatives A city park/garden Wilderness areas Historic/cultural areas Museum/science exhibit Explore natural enviroment Marketable Pleasure 4
125 Experiences & Sightseeing Base: Day Trips to North Dakota Interesting architecture Unusual wildlife Beautiful fall colors National/State parks Landmarks/historic sites Viewing wildlife/birds Zoo Wildlife refuge Historic house tour Fair/festival Art gallery < < Marketable Pleasure 5
126 Sports & Recreation Base: Day Trips to North Dakota Hunting Fishing Working ranch Hiking Swam in a lake/river Swam in a pool Water park Went to a lakeside beach Water skiing Sauna/hot tub Golf North Dakota US Norm 6
127 Entertainment Base: Day Trips to North Dakota Shopping Unique local foods Shows/entertainment Elegant restaurants/fine dining Theatrical Event Musical performance Bar/disco/nightclub Local music Theatre/dance/symphony Marketable Pleasure 7
128 Most Popular North Dakota Attractions East Region Base: Day Trips to North Dakota Fargo West Acres Downtown Fargo Scheels All-Sports Superstore Grand Forks Heritage-Hjemkost Interpretative Fargodome Downtown Grand Forks Dakota Magic Casino Marketable Pleasure 8
129 Most Popular North Dakota Attractions East Region (Cont d) Base: Day Trips to North Dakota Ralph Engelstad Arena Fargo Air Museum Wahpeton Bonanzaville USA Alerus Center Sheyenne River Valley Ntnl Scenic Sheyenne National Grasslands Turtle River State Park Fort Ransom State Park < < Marketable Pleasure 9
130 Most Popular North Dakota Attractions Central Region Base: Day Trips to North Dakota Minot Devil's Lake Jamestown International Peace Garden Devil's Lake State Parks Four Bears Casino Fort Stevenson State Park Arrowwood National Wildlife Refuge Geographical Center of North America Spirit Lake Casino < < < < Marketable Pleasure 30
131 Most Popular North Dakota Attractions West, Lewis & Clark Trail, and Badlands Regions Base: Day Trips to North Dakota Bismarck/Mandan Lake Sakakawea Scenic Byways Cowboy Hall of Fame North Dakota Capitol Williston Dickinson Indian Hills State Recreational Area Marketable Pleasure 3
132 Most Popular North Dakota Attractions West, Lewis & Clark Trail, and Badlands Regions (Cont d) Base: Day Trips to North Dakota Theodore Roosevelt Nntl Park - South Lewis & Clark State Park Fort Union Trading Post Medora Raging Rivers Waterpark Dakota Zoo Theodore Roosevelt Ntnl Park - North Custer House < < < < < Marketable Pleasure 3
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