LAS VEGAS VISITOR PROFILE

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2 LAS VGAS VISITOR PROFIL Research that works. 6 New Montgomery Street Suite 8 San Francisco, CA 9 Telephone: () Facsimile: () Calendar Year Annual Report San Francisco Las Vegas Prepared for: Las Vegas Convention And Visitors Authority By: GLS Research

3 ACKNOWLDGMNTS The Las Vegas Convention and Visitors Authority and GLS Research extend thanks to the Las Vegas community for their cooperation on this research project. Special appreciation is noted for cooperation and assistance received from the hotel, motel, and casino industry. Appreciation is also extended to the interviewers and Las Vegas visitors, without whose dedicated cooperation this study could not have been completed. VISITOR PROFIL STUDY LAS VGAS CONVNTION AND VISITORS AUTHORITY SNIOR XCUTIV STAFF JANUARY President/CO Rossi T. Ralenkotter Senior Vice President of Operations Terry Jicinsky Senior Vice President of Marketing Cathy Tull MARKTING RSARCH STAFF Senior Director of Marketing Kevin M. Bagger Research Analyst Gina Zozaya LAS VGAS CONVNTION AND VISITORS AUTHORITY BOARD OF DIRCTORS JANUARY MAYOR OSCAR GOODMAN Chair COMMISSIONR TOM COLLINS Vice-Chair MR. SCOTT M. NILSON Secretary COMMISSIONR LAWRNC WKLY Treasurer MR. CHARLS BOWLING MAYOR SUSAN HOLCHCK MR. TOM JNKIN MAYOR PRO TM STVN D. KIRK MAYOR PRO TM GARY RS MAYOR PRO TM WILLIAM ROBINSON MR. KITH SMITH COUNCILMAN CAM WALKR Paradise Road Las Vegas, NV (7) 89-7 VisitLasVegas.com LVCVA.com VisitLaughlin.com VisitMesquite.com ii

4 TABL OF CONTNTS XCUTIV SUMMARY... INTRODUCTION... 9 MTHODOLOGY... Page SUMMARY OF FINDINGS RASONS FOR VISITING... TRAVL PLANNING... TRIP CHARACTRISTICS AND XPNDITURS... GAMING BHAVIOR AND BUDGTS... 6 NTRTAINMNT ATTITUDINAL INFORMATION VISITOR DMOGRAPHICS... 8 APPNDIX Aggregate Results For Calendar Year iii

5 TABL OF FIGURS Page RASONS FOR VISITING FIGUR : First Visit Vs. Repeat Visit... FIGUR : Frequency Of Visits In Past Five Years... FIGUR : Frequency Of Visits In Past Five Years (Repeat Visitors)... FIGUR : Frequency Of Visits In Past Year... FIGUR : Frequency Of Visits In Past Year (Repeat Visitors)... 6 FIGUR 6: Primary Purpose Of Current Visit... 7 FIGUR 7: Primary Purpose Of Current Visit (Repeat Visitors)... 8 FIGUR 8: Primary Purpose Of Current Visit (First-Time vs. Repeat)... 9 FIGUR 9: Conventions/Trade Shows/Corporate Meetings... FIGUR : Interest In Attending Conventions, Trade Shows, Or Corporate Meetings In Las Vegas... FIGUR : Whether Brought Someone lse Who Did Not Attend Conventions, Trade Shows, Or Corporate Meetings In Las Vegas... TRAVL PLANNING FIGUR : Advance Travel Planning... FIGUR : Transportation To Las Vegas... FIGUR : Local Transportation... FIGUR : When Decided Where To Stay... 6 FIGUR 6: When Decided Where To Gamble... 7 FIGUR 7: When Decided Which Shows To See... 8 FIGUR 8: Travel Agent Assistance... 9 FIGUR 9: Travel Agent Influence And Use... FIGUR : Whether Used Social Media Web Sites To Plan Trip... FIGUR : Whether Used The Internet To Plan Trip... FIGUR : Internet Influence And Use... FIGUR : Website Used To Book Transportation... FIGUR : Website Used To Book Accommodations... FIGUR : Whether Visited Downtown Las Vegas... 6 FIGUR 6: Main Reason For Visiting Downtown... 7 FIGUR 7: Main Reason For Not Visiting Downtown... 8 FIGUR 8: Visits To Nearby Places... 9 FIGUR 9: Other Nearby Places Visited... TRIP CHARACTRISTICS AND XPNDITURS FIGUR : Adults In Immediate Party... FIGUR : Whether Had Persons In Party Under Age... FIGUR : Nights Stayed... FIGUR : Days Stayed... iv

6 TABL OF FIGURS (continued/) Page FIGUR : Weekend Versus Weekday Arrival... FIGUR : Type Of Lodging... FIGUR 6: Location Of Lodging... 6 FIGUR 7: How Booked Accommodations In Las Vegas... 7 FIGUR 8: Advance Booking Of Accommodations... 8 FIGUR 9: Type Of Room Rates... 9 FIGUR : Room Rate By Booking Method... FIGUR : Package Purchasers... FIGUR : Cost Of Package Per Person... FIGUR : Where First Heard About The Package... FIGUR : Lodging xpenditures Average Per Night... FIGUR : How First Found Out About Room Rate... FIGUR 6: Number Of Room Occupants... 6 FIGUR 7: Average Trip xpenditures On Food & Drink And On Local Transportation (Including Visitors Who Spent Nothing)... 7 FIGUR 8: Average Trip xpenditures On Food & Drink And On Local Transportation (Among Spenders)... 8 FIGUR 9: Average Trip xpenditures On Shopping, Shows, And Sightseeing (Including Visitors Who Spent Nothing)... 9 FIGUR : Average Trip xpenditures On Shopping, Shows, And Sightseeing (Among Spenders)... 6 GAMING BHAVIOR AND BUDGTS FIGUR : Whether Gambled While In Las Vegas... 6 FIGUR : Hours Of Gambling Average Per Day... 6 FIGUR : Casino Game Played Most Often... 6 FIGUR : Number Of Casinos Visited... 6 FIGUR : Number Of Casinos Where Gambled... 6 FIGUR 6: Main Reason For Not Gambling... 6 FIGUR 7: Trip Gambling Budget FIGUR 8: Where Visitors Gambled FIGUR 9: Likelihood Of Visiting Las Vegas With More Places To Gamble Outside Las Vegas NTRTAINMNT FIGUR 6: ntertainment Attendance FIGUR 6: Types Of ntertainment... 7 FIGUR 6: Average Number Of Shows Attended... 7 FIGUR 6: Main Reason For Not Attending Any Shows... 7 FIGUR 6: Whether Has Been To Other Paid Attractions... 7 v

7 TABL OF FIGURS (continued/) Page FIGUR 6: Whether Has Been To Nightclubs, Bars, and Lounges... 7 FIGUR 66: Whether Played Golf... 7 FIGUR 67: Whether Visited A Spa ATTITUDINAL INFORMATION FIGUR 68: Satisfaction With Visit FIGUR 69: Why Not Completely Satisfied With Visit FIGUR 7: Why Dissatisfied With Visit FIGUR 7: Likelihood of Returning to Las Vegas Next Year... 8 FIGUR 7: Likelihood of Recommending Las Vegas to Others... 8 VISITOR DMOGRAPHICS FIGUR 7: Visitor Demographics... 8 Gender... 8 Marital Status... 8 mployment... 8 ducation... 8 Age... 8 FIGUR 7: Visitor Demographics... 8 thnicity... 8 Household Income... 8 Visitor Origin... 8 vi

8 XCUTIV SUMMARY The Las Vegas Visitor Profile Study is conducted monthly and reported annually to provide an ongoing assessment of the Las Vegas visitor and trends in visitor behavior over time. This report presents the findings from in-person interviews GLS Research collected as follows:,6 from January, 6 to December, 6; January, 7 to December, 7; January, 8 to December, 8; January, 9 to December, 9, and January, to December,. Approximately interviews were conducted per month in 6, 7, 8, 9, and. This report presents the results of calendar year, as well as the four previous years (6, 7, 8, and 9). Statistically significant differences in the behavior, attitudes, and opinions of visitors from year to year are pointed out in the text of the report. Throughout this report, if data is not presented for all five years, it is because the question was not asked for all five years. When we note that a difference between subgroups on a particular measure is significant or statistically significant, we mean that there is a 9% or better chance that the difference is the result of true differences between the subgroup populations and is not due to sampling error alone. When we note that a difference between subgroups is not significant or not statistically significant, we mean that there is less than a 9% chance that the difference is the result of true differences between the subgroups. In order to maintain a questionnaire of reasonable length, some questions in the Las Vegas Visitor Profile Study were not asked in Calendar Year. These questions will be rotated back into the questionnaire in Calendar Year and subsequently asked every other year. These questions are noted in the text accompanying the figures in the body of this report. This section presents the research highlights. The findings are presented in detail beginning on page.

9 Page GLS Research Las Vegas Visitor Profile Calendar Year RASONS FOR VISITING XCUTIV SUMMARY ighteen percent (8%) of visitors indicated they were first-time visitors to Las Vegas, up significantly from 8. Over one-half (%) of all visitors said their primary reason for visiting Las Vegas this trip was vacation or pleasure, up from % in 7, 9% in 8, and % in 9. Nine percent (9%) said they came primarily to gamble, down from 6 9. leven percent (%) were visiting friends or relatives (down from 9). Among repeat visitors, 7% came for vacation or pleasure (up from 7 9), % came to gamble (down from 6 8), and % came to visit friends and relatives (down from 7 and 9). The majority of first-time visitors continue to come primarily for vacation or pleasure (69%, up from 7 9), with few (%) saying they primarily came to gamble. ight percent (8%) of first-time visitors said they were visiting friends and relatives. Among all visitors, the average number of visits over the past five years was.9 (down from 6 9). Among all visitors, the average number of visits in the past year was.7 (down from 7 8). SUMMARY TABL OF RASONS FOR VISITING AND VISITATION FRQUNCY Proportion of visitors who were first-time visitors 9% 9% 6% 7% 8% Proportion of visitors whose primary purpose for current trip was vacation or pleasure 9% % 9% % % Proportion of visitors whose primary purpose for current trip was to gamble % % % % 9% Proportion of visitors whose primary purpose for current trip was to visit friends and relatives % % % % % Proportion of repeat visitors whose primary purpose for current trip was vacation or pleasure 6% 8% 6% % 7% Proportion of repeat visitors whose primary purpose for current trip was to gamble % % % % % Proportion of repeat visitors whose primary purpose for current trip was to visit friends and relatives % % % 6% % Proportion of first-time visitors whose primary purpose for current trip was vacation or pleasure 67% 6% 7% 6% 69% Proportion of first-time visitors whose primary purpose for current trip was to gamble % % % % % Proportion of first-time visitors whose primary purpose for current trip was to visit friends and relatives % 8% 9% % 8% Average number of visits in past five years Average number of visits in past year

10 GLS Research Page Calendar Year Las Vegas Visitor Profile TRAVL PLANNING XCUTIV SUMMARY Fifty-nine percent (9%) of visitors in arrived via ground transportation (up significantly from % in 6 and 7), and % arrived by air (down from 6% in 6 and 7). Forty-eight percent (8%) of visitors said they used their own vehicles while traveling around Las Vegas, similar to prior years. Twentythree percent (%) reported taking a taxi (down from 6 and 7), while 8% volunteered that they walked while in Las Vegas (up from % last year but down from 6 8). The proportion of visitors who reported using a travel agent to plan their current trip to Las Vegas was % in, a decline from 6 8. Visitors were asked if they used the Internet to plan their current trip to Las Vegas, and over one-half (%) said they had done so, a significant increase over 6 9. Of these visitors, two-thirds (67%) said they booked their accommodations online (up significantly from 6-8), while over one-half (6%) said they used the Internet to book their transportation (down from 7). Fifty-two percent (%) said they found information online that influenced their choice of accommodations (up from 6 and 7 but down from 9). The proportion of visitors who said they visited Downtown Las Vegas was %, up from % in 7 and 8% in 9. SUMMARY TABL OF TRAVL PLANNING CHARACTRISTICS Proportion of visitors who traveled to Las Vegas by ground transportation (automobile/bus/rv) % % 7% 8% 9% Proportion of visitors who traveled to Las Vegas by air 6% 6% % % % Proportion of visitors who used their own vehicle when traveling around Las Vegas 8% 6% 8% % 8% Proportion of visitors who reported walking when traveling around Las Vegas 9% 6% % % 8% Proportion of visitors who used taxis when traveling around Las Vegas 9% 7% % % % Proportion of visitors who used the assistance of a travel agent in planning their trip to Las Vegas 6% % % % % Proportion who used the Internet to plan trip % % % 7% % Proportion of those who used the Internet who said they did so to book accommodations 6% 6% % 69% 67% Proportion of visitors who used the Internet to book transportation 7% 6% 9% 8% 6% Proportion of visitors who used the Internet, and it influenced their choice in accommodations 7% % 9% 8% % Proportion of visitors who visited Downtown Las Vegas on their current trip 8% % 6% 8% %

11 Page GLS Research Las Vegas Visitor Profile Calendar Year TRIP CHARACTRISTICS AND XPNDITURS XCUTIV SUMMARY The average party size in was. persons, the same as the past two years, but down significantly from 6 and 7. Seven percent (7%) of visitors had children under the age of in their immediate party (down from 6). Virtually all visitors (99.%) stayed overnight. Visitors in stayed an average of.6 nights and.6 days in Las Vegas, up from 7 and 8. Among overnighters, 9% stayed in a hotel or motel, with an average of. room occupants (down from 6 9). Visitors spent an average of $79.6 per night on lodging this year, up significantly from last year but lower than in 6 8. Twenty-three percent (%) of visitors staying in a hotel or motel paid a regular room rate, up significantly from last year but down from 6 8. Sixteen percent (6%) purchased a package trip, similar to past years. The average cost of such a package in was $6., down significantly from $79.9 in 7 and $76.69 in 8. Over the course of their entire stay in Las Vegas, visitors spent an average of $6.8 for food and drink (down significantly from $7.9 in 8) and $6.87 for local transportation (up significantly from $. last year, but down from $68.7 in 6). Visitors spent an average of $.8 for shopping (up significantly from $.97 last year but down from $.86 in 6), $9.8 on shows (up from $9.87 last year), and $7. on sightseeing. SUMMARY TABL OF TRIP CHARACTRISTICS AND XPNDITURS Average number of adults in immediate party Proportion of visitors with persons under in their immediate party % 8% 6% 8% 7% Proportion of visitors who stayed overnight 99.7% 99.% 99.6% 99.8% 99.% Days stayed (average) Nights stayed (average) Proportion of visitors who stayed in a hotel or motel room 9% 9% 9% 96% 9% Number of room occupants (average hotel/motel only)..... Lodging expenditures (average per night nonpackage) $7. $8.87 $.68 $7.78 $79.6 Proportion of visitors who paid a regular room rate 8% % % % % Proportion of visitors who bought a package or travel group trip % % % % 6% Average cost of package per person (among package/tour group visitors) $66.78 $79.9 $76.69 $6.9 $6. Average trip expenditures for food and drink $6.68 $.9 $7.9 $. $6.8 Average trip expenditures for local transportation $68.7 $6.66 $9.6 $. $6.87 Average trip expenditures for shopping $.86 $. $.9 $.97 $.8 Average trip expenditures for shows $.8 $7.87 $.6 $9.87 $9.8 Average trip expenditures for sightseeing $8.9 $8. $7. $.77 $7.

12 GLS Research Page Calendar Year Las Vegas Visitor Profile GAMING BHAVIOR AND BUDGTS XCUTIV SUMMARY ighty percent (8%) of visitors said they gambled while in Las Vegas, down significantly from 87% in 6, 8% in 7, 8% in 8, and 8% in 9. Gamblers spent an average of.9 hours per day gambling, down significantly from. hours each in 6 and 8,. hours in 7, and. hours in 9. The average gaming budget in was $66., not significantly different from last year, but down from $6.9 in 6, $.6 in 7, and $.98 in 8. Thirty-five percent (%) of visitors said they would be more likely to visit Las Vegas even with the wider gambling choices available to them, down significantly from 8% in 7, 8% in 8, and 9% in 9. SUMMARY TABL OF GAMING BHAVIOR AND BUDGTS Proportion who gambled while visiting Las Vegas 87% 8% 8% 8% 8% Average number of hours per day spent gambling (among those who gambled) Average trip gambling budget (among those who gambled) $6.9 $.6 $.98 $8.7 $66. Proportion who said they would be more likely to visit Las Vegas even with more places to gamble outside Las Vegas 6% 8% 8% 9% %

13 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year NTRTAINMNT XCUTIV SUMMARY Sixty-eight percent (68%) of visitors attended shows during their current stay, down significantly from 76% in 6 and 7% in 8, but up from 6% in 7 and 6% in 9. Among those who saw a show in Las Vegas, 66% went to a lounge act, down significantly from 7% in 6, 7% in 8, and 69% in 9. Seventeen percent (7%) of these visitors attended comedy shows, down significantly from % in 7. ighteen percent (8%) of visitors who saw shows saw a big-name headliner, similar to past years. One-fifth (%) of all visitors said they had been to other paid attractions in Las Vegas, down from 8% in 6 but up from 6% in 9. SUMMARY TABL OF NTRTAINMNT ACTIVITIS Proportion who attended any shows during their current stay in Las Vegas 76% 6% 7% 6% 68% Proportion who attended lounge acts (among those who attended shows) 7% 6% 7% 69% 66% Proportion who attended big-name headliner performances (among those who attended shows) 7% 9% 8% 9% 8% Proportion who attended comedy shows (among those who attended shows) % % % 8% 7% Proportion who went to other paid attractions in Las Vegas 8% % % 6% % ATTITUDINAL INFORMATION XCUTIV SUMMARY Ninety-four percent (9%) of visitors reported being very satisfied with their trip to Las Vegas, comparable to 9, but up from 89% in 7 and 9% in 8. SUMMARY TABL OF ATTITUDINAL INFORMATION Proportion who were very satisfied with their current trip to Las Vegas 96% 89% 9% 9% 9%

14 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile VISITOR DMOGRAPHICS XCUTIV SUMMARY Visitors in were likely to be married (79%), earning $, or more (8%, up significantly from 78% in 6 and 79% in 7), and employed (66%, down from 7% in 6). Over one-quarter (7%) were retired (up from % in 6). The proportion of visitors who were years old or older was 7% (down from 76% in 8), and the average age was 9. (up significantly from 6 but down from 8 and 9). More than one-half (%) of visitors were from the Western United States, with the bulk of them coming from California (%). ighteen percent (8%) of visitors were from foreign countries, up significantly from 6 9. SUMMARY TABL OF NOTABL VISITOR DMOGRAPHICS Proportion of visitors who were married 79% 79% 8% 78% 79% Proportion of visitors with a household income of $, or more 78% 79% 8% 8% 8% Proportion of visitors who were employed 7% 67% 66% 6% 66% Proportion of visitors who were retired % 6% 8% 8% 7% Proportion of visitors who were years old or older 69% 7% 76% 7% 7% Average age Proportion of visitors with a college diploma 8% % % 7% 8% Proportion of visitors from the West % % % % % Proportion of visitors from California % % 8% % % Proportion of visitors from a foreign country % % % % 8%

15 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year SUMMARY OF CONOMIC IMPACT FACTORS XCUTIV SUMMARY The following table summarizes the various factors included throughout this report related to the economic impact of Las Vegas visitors in. SUMMARY TABL OF CONOMIC IMPACT FACTORS Days stayed (average) Nights stayed (average) Proportion of visitors who stayed overnight 99.7% 99.% 99.6% 99.8% 99.% Proportion of visitors who stayed in a hotel or motel room (among those who stayed overnight) 9% 9% 9% 96% 9% Lodging expenditures (average per night non-package) $7. $8.87 $.68 $7.78 $79.6 Proportion of visitors who bought a package or travel group trip % % % % 6% Average cost of package per person (among package/tour group visitors) $66.78 $79.9 $76.69 $6.9 $6. Number of room occupants (average)..... Average trip expenditures for food and drink $6.68 $.9 $7.9 $. $6.8 Average trip expenditures for local transport $68.7 $6.66 $9.6 $. $6.87 Average trip expenditures for shopping $.86 $. $.9 $.97 $.8 Average trip expenditures for shows $.8 $7.87 $.6 $9.87 $9.8 Average trip expenditures for sightseeing $8.9 $8. $7. $.77 $7. Proportion who gambled while visiting Las Vegas 87% 8% 8% 8% 8% Average trip gambling budget (among those who gambled) $6.9 $.6 $.98 $8.7 $66.

16 GLS Research Page 9 Calendar Year Las Vegas Visitor Profile INTRODUCTION The Las Vegas Visitor Profile Study is conducted monthly, and reported annually, to provide an ongoing assessment of the Las Vegas visitor and trends in visitor behavior over time. More specifically, the Las Vegas Visitor Profile aims: To provide a profile of Las Vegas visitors in terms of sociodemographic and behavioral characteristics. To monitor trends in visitor behavior and visitor characteristics. To supply detailed information on the vacation and gaming habits of different visitor groups, particularly gaming and non-gaming expenditures. To allow the identification of market segments and potential target markets. To provide a basis for calculating the economic impact of different visitor groups. To determine visitor satisfaction levels. In order to maintain a questionnaire of reasonable length, some questions in the Las Vegas Visitor Profile Study were not asked in Calendar Year. These questions will be rotated back into the questionnaire in Calendar Year and subsequently asked every other year. These questions are noted in the text accompanying the figures in the body of this report.

17 Page GLS Research Las Vegas Visitor Profile Calendar Year MTHODOLOGY Starting in, GLS Research, in consultation with the LVCVA, developed a new sampling plan based on marketing seasons. The goal was to obtain a sufficient number of interviews by marketing season to permit comparisons across seasons. Qualified survey respondents were visitors to Las Vegas (excluding residents of Clark County, Nevada) who were at least years of age. In addition, only visitors who planned to leave Las Vegas within hours were asked to complete the survey. The results of the Las Vegas Visitor Profile have always been weighted to more accurately reflect actual visitors to Las Vegas in terms of mode of transportation, lodging type, and lodging location. Specifically, the transportation data are weighted based on a compilation of data provided by the LVCVA, McCarran International Airport, and the Nevada Department of Transportation. The figures used to weight the occupancy data are based on independent surveys conducted by the LVCVA, which provide the number of available rooms and occupancy rates for the destination on a monthly basis. Because of the change to the data collection methodology in, it was necessary to add a third weighting factor, namely visitor flow by month, to correct for the discrepancies in visitor flow introduced by the new sampling plan. Visitor flow information is also based on independent surveys conducted by the LVCVA as part of their ongoing room occupancy audit. Visitors were intercepted in the vicinity of Las Vegas casinos, hotels, motels, and RV parks. To assure a random selection of visitors, different locations were utilized on each interviewing day, and interviewing was conducted at different times of the day. Upon completion of the interview, visitors were given souvenirs as incentives. Verification procedures were conducted throughout the project to assure accurate and valid interviewing. Interviews were edited for completeness and accuracy, and entered into a computerized database for analysis. The information was then analyzed using statistical software packages available to GLS Research. The questionnaire administered to visitors is appended to this report in the form of aggregate results. Throughout this report, bar charts are used to illustrate the data. The data presented in these charts are based on the total sample of respondents for and the preceding years, unless otherwise specified. In charts using proportions,

18 GLS Research Page Calendar Year Las Vegas Visitor Profile those proportions may not add to % because of rounding or because multiple responses were permitted. When we note that a difference between subgroups on a particular measure is significant or statistically significant, we mean that there is a 9% or better chance that the difference is the result of true differences between the subgroup populations and is not due to sampling error alone. When we note that a difference between subgroups is not significant or not statistically significant, we mean that there is less than a 9% chance that the difference is the result of true differences between the subgroups. This report presents the results of the study, as well as for the previous four calendar years (6, 7, 8, and 9). Statistically significant differences in the behavior, attitudes, and opinions of visitors from year to year are pointed out in the text of the report. Throughout this report, if data are not presented for all years, it is because the question was not asked in every year. In order to maintain a questionnaire of reasonable length, some questions in the Las Vegas Visitor Profile Study were not asked in Calendar Year. These questions will be rotated back into the questionnaire in Calendar Year and subsequently asked every other year. These questions are noted in the text accompanying the figures in the body of this report. Details on the findings and conclusions of the survey are presented in the following sections of this report.

19 Page GLS Research Las Vegas Visitor Profile Calendar Year RASONS FOR VISITING SUMMARY OF FINDINGS ighteen percent (8%) of visitors indicated they were first-time visitors to Las Vegas, up significantly from 6% in 8 (Figure ). ighty-two percent (8%) were repeat visitors, down from 8% in 8. FIGUR First Visit Vs. Repeat Visit P R C N T First visit Repeat visit YAR

20 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Frequency Of Visits In Past Five Years (Among All Visitors) (Mean=6.) 7 (Mean=6.) 8 (Mean=6.8) 9 (Mean=6.) (Mean=.9) P R C N T One Two to three Four to five Six to ten More than ten Among all visitors, the average number of visits to Las Vegas over the past five years was.9, down significantly from 6. in 7, 6.8 in 8, and 6. in 9 (Figure ). Twenty-six percent (6%) of visitors said they visited Las Vegas only once in the past five years (up from % last year) and % visited two to three times (up from % in 6 and 8% in 7 and 8). Fifteen percent (%) visited six to times in the past five years (down from 8% in 7), and another % said they visited more than times (down from 8% in 8).

21 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Frequency Of Visits In Past Five Years (Among Repeat Visitors) P R C N T (Mean=7.; Base=9) 7 (Mean=7.; Base=9) 8 (Mean=7.9; Base=) 9 (Mean=7.6; Base=7) (Mean=7.; Base=97) One Two to three Four to five Six to ten More than ten In, repeat visitors reported making an average of 7. visits to Las Vegas in the past five years, down significantly from 7. in 7, 7.9 in 8, and 7.6 in 9 (Figure ). Nine percent (9%) of repeat visitors said they visited Las Vegas only once in the past five years (down from % in 6) and 7% visited two to three times (up from % in 6, % in 7, and % in 8). ighteen percent (8%) visited six to times in the past five years (down from % in 7), and another 8% said they visited more than times (down from % in 8).

22 GLS Research Page Calendar Year Las Vegas Visitor Profile 8 FIGUR Frequency Of Visits In Past Year (Among All Visitors) (Mean=.7) 7 (Mean=.8) 6 8 (Mean=.8) P R C N T 9 (Mean=.7) (Mean=.7) One Two to three Four to five More than five Among all visitors, the average number of visits to Las Vegas in the past months was.7, down significantly from.8 each in 7 and 8 (Figure ). Nearly seven in ten (69%) visitors reported visiting just once in the past year (up from 66% each from 7 9), % visited two to three times (down from % each in 6, 7, and 9), 7% visited four to five times (down from 8% in 8), and % visited more than five times.

23 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year 7 FIGUR Frequency Of Visits In Past Year (Among Repeat Visitors) (Mean=.9, Base=9) 7 (Mean=.9, Base=9) P R C N T 9 8 (Mean=.9, Base=) 9 (Mean=.9, Base=7) (Mean=.8, Base=97) One Two to three Four to five More than five Among repeat visitors, the average number of visits to Las Vegas during the past year was.8, down significantly from.9 each in 6 8 (Figure ). Sixtytwo percent (6%) of repeat visitors reported visiting just once in the past year (up significantly from 8% in 7), 7% visited two to three times (down from % in 7), and % visited four or more times.

24 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 6 Primary Purpose Of Current Visit (Among All Visitors) Vacation/pleasure To gamble Convention/corporate meeting Friends/relatives Other business Passing through Special event Wedding Casino Tourny Other PRCNT When asked about the primary purpose of their current visit to Las Vegas, just over one-half (%) of all visitors mentioned vacation or pleasure, up significantly from % in 7, 9% in 8, and % in 9 (Figure 6). Nine percent (9%) said they were in Las Vegas primarily to gamble, a significant decrease from % each in 6 and 7, and % each in 8 and 9. leven percent (%) were in Las Vegas to attend a convention, trade show, or corporate meeting (up from 9% last year), while 6% were in town on other business (down from 9% in 8 and 8% in 9). leven percent (%) were visiting friends or relatives (down from % last year). Five percent (%) said they were in town for a special event (up from % in 6 but down from 6% last year) while % said they were just passing through (up from % in 6 but down from % in 7 and 6% in 8). Three percent (%) came for a wedding, and less than % came for a casino tournament (down from % in 7 and % last year).

25 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 7 Primary Purpose Of Current Visit (Among Repeat Visitors) Vacation/pleasure To gamble Convention/corporate meeting Friends/relatives Other business Special event Passing through Wedding Casino tournament Other PRCNT (Base=9) 7 (Base=9) 8 (Base=) 9 (Base=7) (Base=97) 7 The proportion of repeat visitors who said the primary purpose of their current visit to Las Vegas was vacation or pleasure was 7%, up significantly from 8% in 7, 6% in 8, and % in 9 (Figure 7). Ten percent (%) said they were in Las Vegas primarily to gamble, a significant decrease from % in 6 and % in 7, and % each in 8 and 9. Twelve percent (%) were in Las Vegas to attend a convention, trade show, or corporate meeting (up from 9% last year), while 7% were in town on other business (down from % in 8). Twelve percent (%) were visiting friends or relatives (down from % in 7 and 6% in 9). Five percent (%) said they were in town for a special event (up from % in 6) while % said they were just passing through (up from % in 6 but down from % each in 7 and 8). Three percent (%) came for a wedding, and less than % came for a casino tournament (down from % each in 7 and 9).

26 GLS Research Page 9 Calendar Year Las Vegas Visitor Profile FIGUR 8 Primary Purpose Of Current Visit (First-Time Versus Repeat Visitors ) Vacation/pleasure 7 69 Convention/corporate meeting 7 Wedding Friends/relatives 8 Other business 7 First-Time Visitors Passing through Repeat Visitors To gamble Special event Other 6 8 PRCNT The primary purpose for the current visit among both first-time and repeat visitors is presented in Figure 8. First-time visitors were significantly more likely than repeat visitors to say they were visiting Las Vegas primarily for vacation or pleasure (69% vs. 7%). Repeat visitors were more likely than first-time visitors to say that their current trip to Las Vegas was to visit friends or relatives (% vs. 8%), to gamble (% vs. %), for a convention or corporate meeting (% vs. 7%) or other business purposes (7% vs. %), or to attend a special event (% vs. %).

27 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 9 Conventions/Trade Shows/Corporate Meetings P R C N T Visitors were asked if they had attended a convention, trade show, or corporate meeting while in Las Vegas (Figure 9). leven percent (%) said they had, similar to prior years.

28 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Interest In Attending Conventions, Trade Shows, Or Corporate Meetings In Las Vegas (Among Visitors Who Attended A Convention, Trade Show, Or Corporate Meeting) More Interested Less Interested No Difference Not Sure/Refused (Base=7) 7 (Base=87) 8 (Base=) 9 (Base=) (Base=96) 6 PRCNT 8 Convention visitors were asked if holding a convention in Las Vegas made them more or less interested in attending the convention or if it made no difference (Figure ). In, just over one-half (%) said having the convention in Las Vegas made them more interested in attending (down significantly from 6% in 7) while 6% said it made no difference (up from 6% in 7). Only % said it made them less interested.

29 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Whether Brought Someone lse Who Did Not Attend Conventions, Trade Shows, Or Corporate Meetings In Las Vegas* (Among Visitors Who Attended A Convention, Trade Show, Or Corporate Meeting) 9 P R C N T 8 (N=) 9 (N=) (N=96) Beginning in 8, convention visitors were asked if they had brought a spouse, family member, or friend who was not attending or working at the convention, trade show, or corporate meeting with them. Thirty-five percent (%) of convention visitors in said they had, similar to prior years (Figure ). * Only yes responses are reported in this chart.

30 GLS Research Page Calendar Year Las Vegas Visitor Profile TRAVL PLANNING Travel planning varied broadly from same-day planning to planning more than 9 days in advance. Just over one-half (%) of visitors in planned their trip to Las Vegas more than one month in advance (Figure ), down significantly from 6% in 6, 6% each in 7 and 8, and % in 9. Forty-two percent (%) planned their trip from one week to one month in advance, up from 9% in 6, and % each in 7 and 8. Four percent (%) planned their trip one to three days in advance, up from % each in 6 9. FIGUR Advance Travel Planning Same day to days to 6 days 7 to days to days to 6 days 6 to 9 days More than 9 days PRCNT

31 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Transportation To Las Vegas P R C N T Air Auto/Bus/RV Forty-one percent (%) of visitors to Las Vegas in arrived by air, similar to the past two years but down significantly from 6% in both 6 and 7, while 9% arrived by ground transportation, up from % in both 6 and 7 (Figure ).

32 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Local Transportation Own vehicle Walked Taxi Bus Shuttle Rental car Monorail Limousine Other PRCNT 6 Forty-eight percent (8%) of visitors said that they used their own vehicle when traveling around Las Vegas, similar to prior years (Figure ). Twenty-eight percent (8%) volunteered that they walked while in Las Vegas, up from % last year but down from 9% in 6, 6% in 7, and % in 8. Twenty-three percent (%) reported taking a taxi (down from 9% in 6 and 7% in 7), while % reported taking a bus (up from % in 6 and 8% in 7), 9% reported using a hotel shuttle (down from % in 6 and % in 7), and % used a rental car (down from 7% in 6). Monorail use (8%) was the same as last year but remains down significantly from % in both 6 and 7, and % in 8.

33 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR When Decided Where To Stay* (Among Those Who Stayed Overnight Asked very Other Year) P R C N T 6 6 (Base=89) 8 (Base=87) (Base=77) Before leaving After arrival Most visitors decided where to stay before leaving home (97%, down significantly from 98% in 6 and 8) (Figure ). * This question is asked every other year and was not asked in 7 or 9.

34 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 6 When Decided Where To Gamble* (Among Those Who Gambled Asked very Other Year) P R C N T (Base=7) 8 (Base=6) (Base=89) Before leaving After arrival About seven in ten (69%) visitors decided where to gamble after arriving in Las Vegas, down significantly from 7% in 6 but up from 6% in 8 (Figure 6). Three in ten (%) visitors decided where to gamble before leaving home, up from 7% in 6 but down from 7% in 8. * This question is asked every other year and was not asked in 7 or 9.

35 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 7 When Decided Which Shows To See* (Among Those Who Saw Shows Asked very Other Year) P R C N T (Base=76) 8 (Base=69) (Base=8) Before leaving After arrival About seven in ten (7%) visitors in decided which shows to see after arrival, similar to past years, while nearly three in ten (8%) decided before leaving home (Figure 7). * This question is asked every other year and was not asked in 7 or 9.

36 GLS Research Page 9 Calendar Year Las Vegas Visitor Profile FIGUR 8 Travel Agent Assistance* P R C N T Twelve percent (%) of visitors reported using a travel agent to plan their trip to Las Vegas, similar to last year, but down significantly from 6% in 6 and % each in 7 and 8 (Figure 8). * Only yes responses are reported in this chart.

37 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 9 Travel Agent Influence And Use* (Among Those Who Used A Travel Agent) P R C N T (Base=8) 7 (Base=) 8 (Base=6) 9 (Base=7) (Base=) Influenced destination Influenced accommodations Booked accommodations Booked transportation Among those visitors who used a travel agent to plan their trip to Las Vegas (Figure 9), 9% said the travel agent booked their accommodations (similar to prior years), while 9% said the travel agent booked their transportation (down significantly from 96% in 6). ighty-one percent (8%) of visitors said their travel agent influenced their choice of accommodations in Las Vegas (up from 6% in 6 and 7% in 7), while just % said the travel agent influenced their choice of destination (down from % in 6 and 7% in 7). * Only yes responses are reported in this chart.

38 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Whether Used Social Media Web Sites To Plan Trip Yes 8% No 9% Beginning in, visitors were asked if they used any social media web sites, such as Facebook, Twitter, or others, to help in planning their trip to Las Vegas. ight percent (8%) of visitors said they had (Figure ).

39 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Whether Used The Internet To Plan Trip* 6 P R C N T Visitors were asked if they used the Internet to plan their trip, and over one-half (%) said yes, up significantly from % in 6, % in 7, % in 8, and 7% in 9 (Figure ). * Only yes responses are reported in this chart.

40 GLS Research Page Calendar Year Las Vegas Visitor Profile 8 FIGUR Internet Influence And Use* (Among Those Who Used The Internet To Plan Trip) P R C N T 6 6 (Base=6) 7 (Base=9) 8 (Base=96) 9 (Base=68) (Base=9) Influenced destination Influenced accommodations Booked transportation Booked accommodations Among visitors who used the Internet to plan their trip to Las Vegas, 6% said they booked their transportation online, down significantly from 6% in 7 (Figure ). Two-thirds (67%) said they booked their accommodations online, up significantly from 6% in 6, 6% in 7, and % in 8. Over one-half (%) said the Internet influenced their choice of accommodations, up significantly from 7% in 6 and % in 7, but down from 8% in 9. * Only yes responses are reported in this chart.

41 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Website Used To Book Transportation (Among Those Who Booked Their Transportation To Las Vegas Online) Airline web site xpedia Travelocity Orbitz Cheaptickets Priceline (Base=88) 7 (Base=89) 8 (Base=96) 9 (Base=98) (Base=66) America Online Yahoo Other 6 7 PRCNT Among those who booked their transportation to Las Vegas online, nearly twothirds (6%) said they used an airline website, up significantly from one-half (%) in 6 (Figure ). Fourteen percent (%) said they used xpedia. Six percent (6%) used Travelocity (down from 9% in 6), % said Orbitz (down from 7% in 6), % said Cheaptickets (down from 6% in 6 and % in 7), and % said Priceline. Three percent (%) mentioned a variety of other websites.

42 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Website Used To Book Accommodations (Among Those Who Booked Their Accommodations In Las Vegas Online) Hotel website xpedia Hotels.com Las Vegas.com Travelocity Orbitz Airline website Priceline.com Vegas.com Cheaptickets Hotwire.com Other (Base=99) 7 (Base=8) 8 (Base=86) 9 (Base=7) (Base=7) PRCNT Among those who booked their accommodations online for their current trip to Las Vegas, 7% said they used a hotel website, down from % in 6 but up from % in 9 (Figure ). Twenty percent (%) used xpedia (up from % in 7), while % said they used Hotels.com (up from 6% in 6 but down from % in 8 and % in 9). Seven percent (7%) used LasVegas.com (down from % in 7), % each used Travelocity or Orbitz, while the remaining visitors used a variety of other websites.

43 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Whether Visited Downtown Las Vegas* P R C N T Forty-five percent (%) of visitors said they had visited Downtown Las Vegas on their current trip, up from % in 7 and 8% in 9 (Figure ). * Only yes responses are reported in this chart.

44 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 6 Main Reason For Visiting Downtown Las Vegas* (Among Those Who Visited Downtown Asked very Other Year) To see Fremont Street xperience 6 Lodging Downtown 7 Sightsee/see casinos 7 8 To gamble 9 7 (Base=) 9 (Base=67) To dine Other 6 8 PRCNT Visitors who visited Downtown Las Vegas on their current trip were asked the primary reason why they had done so (Figure 6). More than six in ten (6%) said it was to see the Fremont Street xperience, up from % in 7. One in six visitors (7%) said they were lodging Downtown (down from % in 7), and 9% said they went Downtown primarily to gamble. The number who said they visited Downtown primarily to sightsee was 7%. * This question is asked every other year and was not asked in 6, 8, or.

45 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 7 Main Reason For Not Visiting Downtown Las Vegas* (Among Those Who Did Not Visit Downtown Asked very Other Year) No interest Not enough time Unfamiliar with Downtown Inconvenient Prefer Strip Don't like Downtown/bad area Other (Base=89) 8 (Base=9) (Base=98) PRCNT 6 Visitors who had not visited Downtown Las Vegas on their current trip were asked the primary reason why they had not done so (Figure 7). More than four in ten (%) said it was because they were not interested in Downtown (up significantly from % in 6). Over one-quarter (8%) said it was because they did not have enough time (down from 6% in 6 and % in 8), while 7% said they were unfamiliar with Downtown (up from % in 8). Six percent (6%) of visitors said they did not go Downtown because it was inconvenient (up from % in 6), and % said they prefer the Strip area (down from % in 6 but up from % in 8). * This question is asked every other year and was not asked in 7 or 9.

46 GLS Research Page 9 Calendar Year Las Vegas Visitor Profile FIGUR 8 Visits To Nearby Places* (Asked very Other Year) 8 P R C N T 6 8 Visitors were asked if they visited any nearby places before or after their trip to Las Vegas (Figure 8). Thirteen percent (%) of visitors said they had, down significantly from 8% in 6. * Only "yes" responses are reported in this chart. This question is asked every other year and was not asked in 7 or 9.

47 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 9 Other Nearby Places Visited* (Among Those Who Planned to Visit Other Places Asked very Other Year) Hoover Dam Grand Canyon Lake Mead Zion National Park Bryce Canyon Red Rock Canyon Laughlin Valley of Fire Death Valley Mt. Charles ton Mes quite Primm Other (Base=6) 8 (Base=) (Base=8) PRCNT 8 Visitors were asked what other nearby destinations they had visited, or planned to visit (Figure 9). In, visitors were most likely to say Hoover Dam (6%, up from 6% in 6) and the Grand Canyon (6%, up from % in 6 and % in 8). Two in ten (%) said Lake Mead (down from % in 8), while 9% mentioned Red Rock, 7% said Death Valley (up from % in 8), and 6% each mentioned Zion National Park (down from % in 8) or Bryce Canyon. One percent (%) each mentioned Laughlin (down from % in 6 and 6% in 8), Mesquite (down from % in 8), or Primm (down from 6% in 6). * Multiple responses were permitted. This question is asked every other year and was not asked in 7 or 9.

48 GLS Research Page Calendar Year Las Vegas Visitor Profile TRIP CHARACTRISTICS AND XPNDITURS Nearly seven in ten visitors (69%) traveled in parties of two, up significantly from 66% in 6 (Figure ). Five percent (%) said they were in a party of three (down from 7% each in 6 8), while % were in a party of four, and % were in a party of five or more (down from 7% in 6 and 6% in 7). leven percent (%) of visitors traveled alone, the same as the past two years, but up from 8% each in 6 and 7. The average party size in was. persons, the same as the past two years, but down significantly from.6 in 6 and. in 7. FIGUR Adults In Immediate Party P R C N T 6 (Mean=.6) 7 (Mean=.) 8 (Mean=.) 9 (Mean=.) (Mean=.) One Two Three Four Five or more

49 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Whether Had Persons In Immediate Party Under Age * (Among All Visitors) P R C N T We asked visitors whether they had any people under the age of traveling with them in their immediate party (Figure ). Seven percent (7%) said they did, down significantly from % in 6. * Only "yes" responses are reported in this chart.

50 GLS Research Page Calendar Year Las Vegas Visitor Profile None One Tw o Three Four Five or more (Mean=.6) 7 (Mean=.) 8 (Mean=.) 9 (Mean=.6) (Mean=.6) FIGUR Nights Stayed PRCNT One Tw o Three Four Five Six or more (Mean=.6) 7 (Mean=.) 8 (Mean=.) 9 (Mean=.6) (Mean=.6) FIGUR Days Stayed PRCNT In, visitors stayed an average of.6 nights and.6 days in Las Vegas up from the average of. nights and. days in 7 and 8 (Figures and ).

51 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Weekend Versus Weekday Arrival* P R C N T Weekday Weekend Twenty-eight percent (8%) of visitors arrived in Las Vegas on a weekend (down significantly from % in 9), while 7% arrived on a weekday (up from 67% last year) (Figure ). * Weekday is defined as Sunday through Thursday. Weekend is defined as Friday and Saturday.

52 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Type Of Lodging (Among Those Who Stayed Overnight) P R C N T 6 (Base=89) 7 (Base=7) 8 (Base=87) 9 (Base=9) (Base=77) 7 6 Hotel Motel RV Park Friend/relative Among visitors who stayed in Las Vegas overnight, 9% stayed in a hotel (up from 88% each in 7 and 8), while % stayed in a motel (down from 7% in 7). Three percent (%) stayed in an RV park (down from % each in 6 and 7 and % in 8), and % stayed with friends or relatives (up from % each in 7 and 8) (Figure ).

53 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 6 Location Of Lodging (Among Those Who Stayed Overnight) P R C N T 6 6 (Base=89) 7 (Base=7) 8 (Base=87) 9 (Base=9) (Base=77) The Strip Corridor Downtown Boulder Strip Outlying Areas Other In terms of lodging location (among those who stayed overnight), 79% stayed in a property on the Strip Corridor * (up from 7% in 6 and 7% each in 7 and 8), 6% stayed Downtown (down from 8% each in 6 8), and % stayed on the Boulder Strip (down from % in 8). Ten percent (%) stayed in outlying parts of Las Vegas (a significant decrease from % in 6 and % each in 7 and 8), and % stayed in other areas (down from % in 6) (Figure 6). * The Strip Corridor includes properties located directly on Las Vegas Boulevard South, as well as properties near the Strip, between Valley View Road and Paradise Road.

54 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 7 How Booked Accommodations In Las Vegas (Among Those Who Stayed In A Hotel/Motel/RV Park) Called hotel/motel/rv park directly Booked on a website Booked through a travel agent Booked in person at hotel/motel/rv park Phone, third party Booked by someone else 8 6 (Base=) 7 (Base=7) 8 (Base=69) 9 (Base=7) (Base=6) 7 6 Visitors who stayed at a hotel, motel, or RV park were asked how they booked their accommodations in Las Vegas (Figure 7). In, % said they called the hotel, motel, or RV park directly (about the same as last year but down significantly from % in 6, % in 7, and % in 8). Thirty-seven percent (7%) said they used a website (up significantly from 8% in 6, % in 7, % in 8, and % in 9). leven percent (%) said they booked through a travel agent (down % in 6 and % in 7). Three percent (%) said they booked in person, and % (down from % each in 7 and 8) booked by phone through a third party (but not a travel agent).

55 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 8 Advance Booking Of Accommodations (Among Those Who Stayed In A Hotel/Motel/RV Park) Same day - days -6 days 7- days - days -6 days 6-9 days More than 9 days (Base=) 7 (Base=7) 8 (Base=69) 9 (Base=7) (Base=6) 6 9 PRCNT We asked those staying in a hotel, motel, or RV park how far in advance they had booked accommodations (Figure 8). One-quarter (%) of visitors booked more than a month in advance, down significantly from 8% in 6, % in 7, 7% in 8, and % in 9. By contrast, two-thirds (67%) of visitors booked one week to one month in advance, up significantly from 6% each in 6 and 8, 8% in 7, and 6% in 9. Nine percent (9%) of visitors reported making their reservations less than one week before arrival, up significantly from 7% in 6, and 8% each in 7 and 9.

56 GLS Research Page 9 Calendar Year Las Vegas Visitor Profile FIGUR 9 Type Of Room Rates (Among Those Staying In A Hotel Or Motel) Regular Casino complimentary Package Convention Casino rate (Base=8) 7 (Base=8) 8 (Base=8) 9 (Base=7) (Base=9) Tour group Another special rate PRCNT Visitors staying in a hotel or motel were shown a card describing various room rates * and were asked which type of room rate they had received (Figure 9). Twenty-three percent (%) of these visitors said they paid a regular room rate, up significantly from % last year, but significantly lower than 8% in 6, % in 7, and % in 8. Fifteen percent (%) received a casino complimentary rate (down from 8% last year), while % paid a casino rate (down from 7% in 7 and 6% in 9). Fifteen percent (%) of visitors paid a package rate while % received a tour group rate. Seven percent (7%) paid a convention rate (up from % last year). The remaining % paid some other kind of special rate, similar to last year, but up from 9% in 6, 6% in 7, and % in 8. * For an exact description of the room rates as presented to respondents, see "Card A" at the end of the aggregate results in the appendix to this report.

57 Page GLS Research Las Vegas Visitor Profile Calendar Year Percent of hotel/motel lodgers (N=9) FIGUR Room Rate By Booking Method () Phone, hotel direct (%) 7 8 Internet, hotel direct (%) 7 6 Internet, rd party site (7%) 8 Travel agent (%) Phone, rd party (%) 8 6 In person (%) 8 9 Not sure/someone else booked (%) PRCNT Regular rate Other rate Casino or comp rate Package/tour rate Convention rate Figure shows the room rate category by the booking method for among those staying in a hotel or motel. Of those who called the hotel directly, % received a casino or casino complimentary rate, while % received a special rate, 7% received a regular rate, and 8% received a convention rate. Of those who booked their room on the Internet through a third-party site, % received a special room rate, 8% received a package rate, and % received a regular rate. Over one-half (8%) of those who booked through a travel agent received a package rate, while nearly one-quarter (%) received a special rate, and 9% each received either a convention rate or a regular rate. Among those who booked directly on a hotel website, 7% received a regular room rate and % received a special rate. Among those who booked in person, 8% received a regular rate, while 9% received a special rate. Among those who booked through a third party by phone, % received a special rate, while 8% received a casino or casino complimentary rate, and 6% received a convention rate.

58 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Package Purchasers (Among Those Staying In A Hotel Or Motel) P R C N T 6 6 (Base=8) 7 (Base=8) 8 (Base=8) 9 (Base=7) (Base=9) Sixteen percent (6%) of visitors purchased a package deal or were part of a tour group, similar to past years (Figure ).

59 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Cost Of Package Per Person (Among Those Who Bought A Package) $-$99 $-$99 $-$99 $-$99 $-$99 $-$999 $, or more No answer PRCNT Means: 6=$66.78; 7=$79.9; 8=$76.69; 9=$6.9; =$6. Base Sizes: 6=7; 7=6; 8=8; 9=8; =9 We asked those who had purchased a hotel, airline, or a tour/travel group package how much their packages cost per person (Figure ). The average cost of such a package in was $6., down significantly from $79.9 in 7 and $76.69 in 8.

60 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR Where First Heard About The Package (Among Those Who Bought A Package) Travel agent Any web site Internet ad Newspaper Word-of-mouth Reservation agent Television Direct mail Other (Base=7) 7 (Base=6) 8 (Base=8) 9 (Base=8) (Base=9) PRCNT 6 Package purchasers were asked where they first heard about the package they bought (Figure ). Forty-three percent (%) said from a travel agent, down from % in 6 and % in 7. Thirty-two percent (%) mentioned a website (up from 6% in 6, % in 8, and % in 9), while 8% said an Internet ad (up from % in 6 and 6% in 7). Five percent (%) said through word of mouth, % said from a reservation agent (down from % each from 7 9), and less than % mentioned television (down from % in 6).

61 Page GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Lodging xpenditures Average Per Night (Among Those Staying In A Hotel Or Motel/Non-Package) $ or less $6-$ 8 6 (Mean=$7.; Base=6) 7 (Mean=$8.87; Base=8) 8 (Mean=$.68; Base=) 9 (Mean=$7.78; Base=6) (Mean=$79.6; Base=) $-$ 6 9 More than $ Not sure PRCNT 6 We looked at lodging expenditures among those who did not purchase travel packages (Figure ). One-half (%) of these non-package visitors paid between $ and $ per night for their room, similar to prior years. Twentytwo percent (%) paid between $6 and $ per night, up from 6 8. Nineteen percent (9%) paid more than $ per night, up from % last year but down significantly from 6 8. ight percent (8%) paid $ or less per night, down from % last year but up from 6 8. The average daily room rate for non-package visitors in was $79.6, up significantly from $7.78 last year, but still down significantly from $7. in 6, $8.87 in 7, and $.68 in 8.

62 GLS Research Page Calendar Year Las Vegas Visitor Profile FIGUR How First Found Out About Room Rate (Among Those Staying In A Hotel Or Motel/Non-Package) Reservation agent or call center Any website Internet ad Word-of-mouth Travel agent Direct mail Other Not sure (Base=6) 7 (Base=8) 8 (Base=) 9 (Base=6) (Base=) 7 6 PRCNT Visitors were asked how they first found out about the room rate they paid (Figure ). Thirty-seven percent (7%) said it was through a reservation agent or call center, down significantly from 6% in 7 and % in 9. Thirty-two percent (%) mentioned a website, up from % in 7 and 6% in 9. Twelve percent (%) mentioned an Internet ad (up from % each in 6 and 8 and % in 7), while 7% each mentioned a travel agent or word-ofmouth, and % mentioned direct mail (down from 6% each in 6 and 8, and 9% in 7).

63 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year 9 FIGUR 6 Number Of Room Occupants (Among Those Staying In A Hotel Or Motel) P R C N T 6 6 (Mean=.; Base=6) 7 (Mean=.; Base=87) 8 (Mean=.; Base=6) 9 (Mean=.; Base=9) (Mean=.; Base=9) One Two Three Four or more As in past years, the majority (77%, up significantly from 7% in 8) of visitors who stayed in a hotel or motel said two people stayed in their room (Figure 6). Thirteen percent (%) said they were lodging alone (up from % each in 6 and 7), while % said three or more people stayed in their room (down significantly from 6% in 6, % in 7, % in 8, and % in 9). The mean (average) number of room occupants (.) was down from 6 7 (. each) and 8 9 (. each).

64 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 7 Average Trip xpenditures On Food & Drink And On Local Transportation* (Including Visitors Who Spent Nothing In That Category) Food & Drink $6.68 $.9 $7.9 $. $6.8 Local Transportation $68.7 $6.66 $9.6 $. $ $ $8 $6 $ $ AVRAG PR TRIP We asked all visitors about their daily expenditures on food and drink and on local transportation. Figure 7 shows the average trip expenditures on food and drink and on local transportation including visitors who said they spent nothing in that category. The average expenditure on food and drink in was $6.8, down significantly from $7.9 in 8. The average transportation expenditure for was $6.87, up significantly from $. last year, but down from $68.7 in 6. * Trip expenditures are calculated by multiplying respondents estimated daily expenditures by the number of days they had spent in Las Vegas on their most recent trip.

65 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 8 Average Trip xpenditures On Food & Drink And On Local Transportation (Among Those Who Spent Money In That Category * ) Food & Drink $6.8 $.8 $7.9 $.9 $6.8 Local Transportation $. $96.9 $9.7 $79.9 $ $ $8 $6 $ $ AVRAG PR TRIP Among visitors who actually spent money in these categories, the average trip expenditure on food and drink in was $6.8, down significantly from $7.9 in 8 (Figure 8). The average trip expenditure on local transportation for was $9.7, down from $. in 6 but up from $9.7 in 8 and $79.9 in 9. Percentages of respondents who spent money in each category are shown in the following table: Food and Drink Base size (9) (9) (6) (98) (6) Proportion of total 99.8% 99.7%.%.%.% Local Transportation Base size (6) () (8) () (7) Proportion of total 68% 6% 6% 67% 66%

66 GLS Research Page 9 Calendar Year Las Vegas Visitor Profile FIGUR 9 Average Trip xpenditures On Shopping, Shows, And Sightseeing (Including Visitors Who Spent Nothing In That Category) Shopping $.86 $. $.9 $.97 $.8 Shows Sightseeing $8.9 $8. $7. $.77 $7. $.8 $7.87 $.6 $9.87 $ $ $ $ $7 $ $ $ $7 AVRAG PR TRIP Figure 9 shows average expenditures on shopping, shows, and sightseeing during the entire visit to Las Vegas including visitors who said they spent nothing in these categories. The average trip expenditure on shopping was $.8, up significantly from $.97 last year but down from $.86 in 6. The average expenditure on shows was $9.8, up from $9.87 last year. The average expenditure on sightseeing was $7., similar to prior years.

67 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Average Trip xpenditures On Shopping, Shows, And Sightseeing (Among Those Who Spent Money In That Category * ) Shopping Shows Sightseeing $9.6 $7. $7. $.7 $.9 $6.8 $8.8 $99.8 $7.8 $9. $.6 $89.9 $8.9 $6.77 $ $ $ $ $ $ $ AVRAG PR TRIP Among spending visitors, the average trip shopping expenditure was $9., up significantly from $7.8 last year (Figure ). The average trip total spent on shows was $.9, up from $.7 last year. The sightseeing total was $.77, down from $89.9 in 7. Percentages of respondents who spent money in each category are shown in the following table: Shopping Base size (9) () () () () Proportion of total 68% 6% 6% 6% 6% Shows Base size (667) (67) (8) (7) (7) Proportion of total 6% % % 8% % Sightseeing Base size (8) (7) (8) (8) (68) Proportion of total 6% % % % %

68 GLS Research Page 6 Calendar Year Las Vegas Visitor Profile GAMING BHAVIOR AND BUDGTS ighty percent (8%) of all visitors said they gambled while in Las Vegas, down significantly from 87% in 6, 8% in 7, 8% in 8, and 8% in 9 (Figure ). FIGUR Whether Gambled While In Las Vegas* P R C N T * Only "yes" responses are reported in this chart.

69 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR Hours Of Gambling Average Per Day (Among Those Who Gambled) or less to to 6 7 to 8 9 to More than (Mean=.; Base=7) 7 (Mean=.; Base=) 8 (Mean=.; Base=6) 9 (Mean=.; Base=) (Mean=.9; Base=89) PRCNT 6 Among those who gambled while in Las Vegas, over one-half (%) gambled for two hours or less, up significantly from 8% each in 6 and 7, and 7% in 8 (Figure ). The average amount of time spent gambling per day was.9 hours, down significantly from. hours in 6 and 8,. hours in 7, and. hours in 9.

70 GLS Research Page 6 Calendar Year Las Vegas Visitor Profile FIGUR Casino Game Played Most Often* (Among Those Who Gambled Asked very Other Year) Slot machines 6 7 Blackjack Poker Craps Other table games 7 (Base=) 9 (Base=) Video poker 6 7 Other video All other 7 PRCNT Those who gambled on their current trip to Las Vegas were asked which casino game they played the most often. Slots remains the most popular game, mentioned by 7% of gamblers, up significantly from 6% in 7. leven percent (%) said they played blackjack the most often (down significantly from % in 7), followed by video poker (7%), poker (%), and craps (%) (Figure ). * This question is asked every other year and was not asked in 6, 8, or.

71 Page 6 GLS Research Las Vegas Visitor Profile Calendar Year None One FIGUR Number Of Casinos Visited* 7 9 Tw o 9 9 Three 9 6 (Mean=6.) 8 (Mean=6.) Four 9 (Mean=6.) (Mean=6.) Five 9 Six Seven to ten or more PRCNT None One Tw o Three Four Five Six Seven to ten or more FIGUR Number Of Casinos Where Gambled* (Mean=.8) 8 (Mean=.) 9 (Mean=.) (Mean=.) 8 9 PRCNT All visitors to Las Vegas were asked how many casinos they had visited, and in how many of those casinos they had gambled. The average number of casinos visited in was 6. (up significantly from 6. in prior years), and the number of casinos at which visitors gambled was., the same as last year, but down significantly from.8 in 6 (Figures and ). * These questions are asked every other year and were not asked in 7. However, they were included in 9.

72 GLS Research Page 6 Calendar Year Las Vegas Visitor Profile FIGUR 6 Main Reason For Not Gambling* (Among Those Who Did Not Gamble Asked very Other Year) Not interested/boring 6 9 Don't like losing 8 Not enough time Can't afford it 7 7 Religious objections 6 Too risky Have kids with us 6 (Base=6) Don't like the environment 8 (Base=) It's a bad habit Other PRCNT Visitors who did not gamble were asked why (Figure 6). The largest numbers of these visitors said they were not interested in gambling or found it boring (9%). Twenty-two percent (%) said they did not like losing, while % said they did not have enough time for gambling, 7% said they cannot afford it, % voiced religious objections, another % said it is too risky, % said they do not like the gambling environment, % said they have children with them, and another % said they thought gambling is a bad habit. * This question is asked every other year and was not asked in 7 or 9. It was discontinued in.

73 Page 66 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 7 Trip Gambling Budget (Among Those Who Gambled) $-$99 $-$99 $-$99 $-$99 $-$99 $-$99 $6 or more Not sure (Mean=$6.9; Base=7) 7 (Mean=$.6; Base=) 8 (Mean=$.98; Base=6) 9 (Mean=$8.7; Base=) (Mean=$66.; Base=89) 8 9 PRCNT 6 Among those who gambled in, the average gambling budget was $66., not significantly different from last year, but down from $6.9 in 6, $.6 in 7, and $.98 in 8 (Figure 7). Nineteen percent (9%) of gamblers said they budgeted $6 or more for gambling, down significantly from % in 6 and % each in 7 and 8, accounting for much of the decrease in the average gambling budget compared to those years.

74 GLS Research Page 67 Calendar Year Las Vegas Visitor Profile FIGUR 8 Where Visitors Gambled* (Among Those Who Gambled Asked very Other Year) (Base=) 9 (Base=) P R C N T 6 9 The Strip Corridor Downtown 7 7 Boulder Strip North Las Vegas Outlying Other Most visitors (89%, up from 86% in 7) gambled on the Strip Corridor (Figure 8). Twenty-nine percent (9%) said they gambled Downtown, 7% gambled in the Boulder Strip area, % in North Las Vegas (down from % in 7), and % in outlying areas (down from % in 7). * This question is asked every other year and was not asked in 6, 8, or. Multiple responses to this question were permitted. The Strip Corridor includes properties located directly on Las Vegas Boulevard South and between Valley View Road and Paradise Road.

75 Page 68 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 9 Likelihood Of Visiting Las Vegas With More Places To Gamble Outside Las Vegas Much More Likely Somewhat More Likely No Difference Somewhat Less Likely Much Less Likely PRCNT Visitors to Las Vegas were asked the following: Now that there are more places to gamble outside of Las Vegas, do you feel you are more likely or less likely to visit Las Vegas, or does it not make a difference in your decision to visit Las Vegas? Thirty-five percent (%) said they were either somewhat or much more likely to visit Las Vegas, down significantly from 8% in 7, 8% in 8, and 9% in 9. Sixty-five percent (6%) said that having other places to gamble made no difference in their decision to visit Las Vegas, up from % in 7, 6% in 8, and 6% in 9 (Figure 9). Less than % said they were less likely to visit Las Vegas.

76 GLS Research Page 69 Calendar Year Las Vegas Visitor Profile NTRTAINMNT Sixty-eight percent (68%) of visitors attended shows during their stay, down significantly from 76% in 6 and 7% in 8, but up from 6% in 7 and 6% in 9 (Figure 6). 9 FIGUR 6 ntertainment Attendance* P R C N T * NOT: Only yes responses are reported in this chart.

77 Page 7 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 6 Types Of ntertainment* (Among Those Who Attended Some Form Of ntertainment) Headliners Production/Broadway shows Lounge acts Comedy revues Impersonators/tribute shows Magic shows (Base=76) 7 (Base=9) 8 (Base=69) 9 (Base=86) (Base=8) PRCNT 8 In, 66% of visitors who saw a show in Las Vegas went to a lounge act, down significantly from 7% in 6, 7% in 8, and 69% in 9 (Figure 6). One-third (%) went to a production or Broadway-type show, up from 8% last year. ighteen percent (8%) saw a headliner, 7% saw a comedy show (down from % in 7), 6% saw a magic show (up from % in 6, % in 7, and % in 8), and % saw an impersonator/tribute show (down from 6% in 8). * Multiple responses were permitted.

78 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 6 Average Number Of Shows Attended (Among Those Who Attended Some Form Of ntertainment) Headliners Production/Broadway shows Lounge acts Comedy revues Impersonators/tribute shows Magic shows (Base=76) 7 (Base=9) 8 (Base=69) 9 (Base=86) (Base=8) Average Number of Shows Attended Visitors who saw shows were asked how many shows they saw of each type (Figure 6). The average number of shows attended was highest for visitors who saw lounge acts (.7) although down significantly from prior years (. in 6,.9 in 7, and.8 each in 8 and 9). Visitors saw an average of. production and Broadway-type shows,. headliners,. comedy revues,. impersonators/tribute shows, and. magic shows.

79 Page 7 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 6 Main Reason For Not Attending Any Shows* (Among Those Who Attended No Shows Asked very Other Year) Too busy/not enough time Not interested in shows Came to gamble only Seen everything already Too expensive Don't like to go alone Visiting with children Show sold out/closed Other (Base=88) 8 (Base=99) (Base=6) PRCNT 7 Visitors who did not attend any shows while in Las Vegas were asked why (Figure 6). Six in ten (6%) said it was because they were too busy, consistent with prior years. Twenty-three percent (%) said they were not interested in shows, while 6% said the shows are too expensive, % said they came to Las Vegas only to gamble (down from 6% in 6 and 8% in 8), and another % said they had already seen all the shows. * This question is asked every other year and was not asked in 7 or 9.

80 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 6 Whether Has Been To Other Paid Attractions* 8 P R C N T We asked visitors if they had been to other Las Vegas attractions for which they had to pay, such as the theme parks, water parks, or virtual reality rides (Figure 6). One in five (%) said yes, down from 8% in 6 but up from 6% in 9. * Only yes responses are reported in this chart.

81 Page 7 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 6 Whether Has Been To Nightclubs, Bars, and Lounges* Hotel bar or lounge, no cover 9 9 Hotel nightclub with cover 9 Free-standing bar or lounge, no cover Free-standing nightclub with cover PRCNT We asked visitors if they visited nightclubs, bars, or lounges while in Las Vegas (Figure 6). Thirty-nine percent (9%) visitors said they had been to a no-cover hotel bar or lounge, up significantly from % in 6 and % in 7, but down from 9% in 8 and % in 9. Five percent (%) had been to a hotel nightclub that charged a cover fee, down significantly from 9% in 6. ight percent (8%) had been to a no-cover free-standing bar or lounge (up from % or less in 7 9), while less than % had been to a free-standing nightclub that charged a cover fee (down from % in 6). * Only yes responses are reported in this chart.

82 GLS Research Page 7 Calendar Year Las Vegas Visitor Profile FIGUR 66 Whether Played Golf* P R C N T 6 7 The proportion who said they had played golf during their 7 visit to Las Vegas was %, down from % in 6 (Figure 66). * Beginning in 8 this question is not asked every year. It was not asked in 8, 9, or. Only yes responses are reported in this chart.

83 Page 76 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 67 Whether Visited A Spa* P R C N T 8 Beginning in 8, visitors were asked if they had visited a spa during this trip to Las Vegas. In, % said they had, down from % in 8 (Figure 67). * This question is asked every other year and was not asked in 9. Only yes responses are reported in this chart.

84 GLS Research Page 77 Calendar Year Las Vegas Visitor Profile ATTITUDINAL INFORMATION Ninety-four percent (9%) of visitors said they were "very satisfied with their visit to Las Vegas in (down significantly from 96% in 6, but up from 89% in 7 and 9% in 8), while % were "somewhat" satisfied (up from % in 6 but down from % in 7 and 7% in 8 (Figure 68). FIGUR 68 Satisfaction With Visit 9 P R C N T Very satisfied Somewhat satisfied

85 Page 78 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 69 Why Not Completely Satisfied With Visit* (Among Those Who Were Somewhat Satisfied Asked very Other Year) Hotel complaints Trip was too short Too expensive Too hot Not a pleasure trip Too crowded Don't like Las Vegas Too hard to get around Problems with trip to Las Vegas Smoking complaints Restaurant complaints Didn't win enough gambling Other (Base=) 8 (Base=) 9 (Base=8) (Base=69) 6 PRCNT Visitors who were not completely satisfied with their visit were asked to volunteer why (Figure 69). Twenty-two percent (%) had complaints about their hotel. Among other reasons given were that their trip was too short (%), that they think Las Vegas is too expensive (%), too hot (9%, up from % each in 8 and 9), too crowded (7%), or too hard to get around (%), that it was a business trip and not a pleasure trip (7%, down from % in 6), or that they simply don t like Las Vegas (%). Very few (%, down from prior years) said it was because they did not win enough gambling. * This question is asked every other year and was not asked in 7. However, it was included in 9.

86 GLS Research Page 79 Calendar Year Las Vegas Visitor Profile FIGUR 7 Why Dissatisfied With Visit* (Among Those Who Were Dissatisfied Asked very Other Year) Hotel complaints Too expensive Rude/unfriendly people Too crowded In town on business, not pleasure Don't like Las Vegas Too many children Trip was too short Smoking complaints Didn't win enough gambling Problems with trip to Las Vegas Nothing to do but gamble Other PRCNT 6 (Base=) 8 (Base=) 9 (Base=) (Base=9) Very few visitors said they were dissatisfied with their visit to Las Vegas. These few dissatisfied visitors were asked to volunteer why they were not satisfied with their visit (Figure 7). The most frequently mentioned reasons for being dissatisfied were hotel complaints (%), that they think Las Vegas is too expensive (%), or encountered rude or unfriendly people (%). * This question is asked every other year and was not asked in or 7. However it was included in 9. Note very small base sizes for 6, 8, and 9.

87 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 7 Likelihood of Returning to Las Vegas Next Year PRCNT Definitely will not Probably will not Might/might not Probably will Definitely will Visitors were asked how likely they are to return to Las Vegas the following year (Figure 7). Thirty-four percent (%) said they definitely will return to Las Vegas next year (down significantly from 9), while % said they probably will return to Las Vegas (similar to 9). FIGUR 7 Likelihood of Recommending Las Vegas to Others PRCNT Probably/Definitely will not Might/might not Probably will Definitely will Beginning in 7, visitors were asked how likely they are to recommend Las Vegas to others (Figure 7). In, 6% said they definitely will recommend Las Vegas, while % said they probably will recommend Las Vegas. Both figures were comparable to 9 readings.

88 GLS Research Page 8 Calendar Year Las Vegas Visitor Profile VISITOR DMOGRAPHICS Visitors in were likely to be married (79%), earning $, or more (8%, up significantly from 78% in 6 and 79% in 7), and employed (66%, down from 7% in 6). Over one-quarter (7%) were retired (up from % in 6). The proportion of visitors who were years old or older was 7% (down from 76% in 8), and the average age was 9. (up significantly from 6 but down from 8 and 9). More than one-half (%) of visitors were from the western United States, with the bulk of them coming from California (%). ighteen percent (8%) of visitors were from foreign countries, up significantly from 6 9. FIGUR 7 VISITOR DMOGRAPHICS GNDR Male % % % % % Female 8 9 MARITAL STATUS Married Single Separated/Divorced Widowed MPLOYMNT mployed Unemployed Student Retired Homemaker DUCATION High school or less 7 8 Some college 6 College graduate Trade/vocational school 6 7 AG to 9 to to 9 to to or older 7 MAN BAS (99) (96) (6) (6) (6)

89 Page 8 GLS Research Las Vegas Visitor Profile Calendar Year FIGUR 7 VISITOR DMOGRAPHICS THNICITY White 8% 86% 9% 88% 86% African American/Black Asian/Asian American Hispanic/Latino 6 6 Other HOUSHOLD INCOM Less than $, $, to $9, $, to $9, $6, to $79,999 $8, to $99, $, or more Not sure/no answer 9 VISITOR ORIGIN U.S.A astern states* Southern states Midwestern states Western states California 8 Southern California Northern California 6 6 Arizona Other Western states 6 No ZIP code given Foreign 8 BAS (99) (96) (6) (6) (6) * astern states: Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and Vermont. Southern states: Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia, and West Virginia. Midwestern states: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, and Wisconsin. Western states: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada (excluding Clark County), New Mexico, Oregon, Utah, Washington, and Wyoming.

90 APPNDIX: Aggregate Results for Calendar Year

91 GLS RSARCH LAS VGAS VISITOR PROJCT # AGGRGAT RSULTS PROFIL STUDY CALNDAR YAR RSPONDNT ID# INTRVIW DAT: / / INTRVIW LOCATION COD TIM STARTD (US -HOUR CLOCK) : TIM NDD (US -HOUR CLOCK) : INTRVIW LNGTH MIN. INTRVIWR ID # RSPONDNT GNDR (BY OBSRVATION) MAL... % FMAL... Hello. I'm from GLS Research, a national marketing research firm. We are conducting a survey of visitors for the Las Vegas Convention and Visitors Authority. All answers are kept strictly confidential.. Are you a visitor to Las Vegas, or are you a resident of Clark County? VISITOR... RSIDNT... NOT SUR/DK... RFUSD/NA... ASK Q TRMINAT. We are supposed to interview people who are years old or older. Are you years old or older? YS... NO... NOT SUR/DK... RFUSD/NA... ASK Q TRMINAT. Will you be leaving Las Vegas within the next hours? YS... NO... NOT SUR/DK... RFUSD/NA... ASK Q TRMINAT. Is this your first visit to Las Vegas, or have you visited before? FIRST VISIT... 8% VISITD BFOR... 8 SKIP TO Q7 ON PAG ASK Q. Including this trip, how many times have you visited Las Vegas in the past years? (RCORD NUMBR BLOW AS DIGITS. IF RSPONDNT SAYS "," CONFIRM THAT THIS IS NOT TH RSPONDNT'S FIRST VISIT.)... 6% OVR....9 MAN. MDIAN 6. Including this trip, how many times have you visited Las Vegas in the past months? (RCORD NUMBR BLOW AS DIGITS.)... 69% OR MOR MAN. MDIAN

92 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH WIGHTD AGGRGAT RSULTS PAG 7. (ASK OF ALL RSPONDNTS.) What was the primary purpose of THIS trip to Las Vegas? TO ATTND OR WORK AT A CONVNTION/TRAD SHOW... % TO ATTND A CORPORAT MTING... TO ATTND/PARTICIPAT IN A CASINO TOURNAMNT... % OTHR BUSINSS PURPOSS... 6 TO GAMBL... 9 JUST PASSING THROUGH... INCNTIV TRAVL PROGRAM... WDDING/TO GT MARRID... VACATION/PLASUR... SOM OTHR RASON... VISIT FRINDS/RLATIVS... NOT SUR/DK... TO ATTND A SPCIAL VNT... RFUSD/NA While in Las Vegas, did you attend or work at a convention, trade show, or corporate meeting? YS... % NO NOT SUR/DK... RFUSD/NA Were you MOR or LSS interested in attending this convention, trade show, or corporate meeting because it was held in Las Vegas, or did it make NO DIFFRNC to you that it was held in Las Vegas? (N=96) MOR INTRSTD... % LSS INTRSTD... NO DIFFRNC... 6 NOT SUR/DK... RFUSD/NA.... Did you bring a spouse, family member, or friend with you who did NOT attend or work at a convention, trade show, or corporate meeting? (N=96) YS... % NO... 6 DK/NA.... Did you travel to Las Vegas by... Air... % Bus (NT)... (IF YS ASK, Do you mean... :) Regularly scheduled bus service like Greyhound... Or a chartered or escorted bus service or bus tour... Automobile... Truck... Motorcycle... Recreational Vehicle (RV)...

93 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH AGGRGAT RSULTS PAG. Which of the following kinds of transportation have you used during your visit? (RAD LIST. ACCPT MULTIPL RSPONSS.) A. Your own vehicle... 8% B. Rental car... C. Limousine... D. Bus.... Hotel/motel shuttle... 9 H Monorail... 8 G. Taxi... WALKD... 8 OTHR.... How far in advance did you plan this trip to Las Vegas? (ASK AS OPN ND.) SAM DAY... % - DAYS BFOR DAYS BFOR DAYS BFOR... - DAYS BFOR DAYS BFOR DAYS BFOR... MOR THAN 9 DAYS BFOR... 8 NOT SUR/DK... RFUSD/NA.... Did a travel agency assist you in planning your trip? YS... % NO NOT SUR/DK... RFUSD/NA... ASK Q SKIP TO Q6 6. Did you use the Internet in planning your trip? YS... % NO... 7 NOT SUR/DK... RFUSD/NA Did you use the Internet to book your transportation? (N=9) YS... 6% NO... NOT SUR/DK... RFUSD/NA... ASK Q7 SKIP TO Q ASK Q8 SKIP TO Q9 8. Which website did you use to book your transportation? (ASK AS AN OPN ND. ACCPT ONLY ON RSPONS). (N=66) a. AOL (AMRICA ONLIN)... % b. CHAPTICKTS.... c. XPDIA.COM... d. HOTWIR.COM... e. MAPQUST.COM... f. ORBITZ... g. PRICLIN.COM... h. TRAVL.COM... i. TRAVLOCITY... 6 j. YAHOO... k. AIRLIN WBSIT (ANY)... 6 l. OTHR... m. NOT SUR/DK... (ASK ONLY OF THOS WHO SAID YS IN Q.). Did the travel agent... (RAD LIST) (N=) Influence your decision to visit Las Vegas?... % Influence your choice of accommodations?. 8 "Book" your accommodations?... 9 "Book" your transportation?... 9 (ASK ONLY OF THOS WHO SAID YS IN Q6.) 9. Did you find information on the Internet that... (RAD LIST) (N=9) a. Influenced your decision to visit Las Vegas?... % b. Influenced your choice of accommodations?...

94 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH WIGHTD AGGRGAT RSULTS PAG INTRVIWR! IF YOU AR CONDUCTING TH INTRVIW AT A DOWNTOWN LOCATION, CIRCL "YS" () IN Q AND ASK Q. IF YOU AR NOT DOWNTOWN, RAD TH FOLLOWING TO RSPONDNT BFOR Q: "There are two main areas where hotels, motels, and casinos are located in Las Vegas. One area is referred to as The Strip. The Strip includes all the properties on or near Las Vegas Boulevard. The other area is referred to as Downtown Las Vegas. Downtown includes all the properties on or near Fremont Street." POINT OUT TH "DOWNTOWN" AND "STRIP" ARAS ON TH MAP AS YOU RAD TH ABOV XPLANATION. IF IT HLPS TH RSPONDNT, ALSO POINT OUT WHR ON TH MAP YOU AR CURRNTLY LOCATD.. While in Las Vegas, have you visited the Downtown area? (POINT OUT TH DOWNTOWN ARA ON TH MAP.) YS... % NO... NOT SUR/DK... RFUSD/NA... SKIP TO Q ASK Q SKIP TO Q. (ASK ONLY IF NO IN Q.) What is the MAIN RASON why you did not visit the Downtown area? (ASK AS AN OPN-ND. ACCPT ONLY ON RSPONS. WRIT RSPONS IN BLANK BLOW.) (N=98) NOT INTRSTD/ NO RASON TO... % NOT NOUGH TIM... 8 UNFAMILIAR WITH DOWNTOWN... 7 INCONVNINT/OUT OF TH WAY... 6 ONLY INTRSTD INSTRIP... DON T LIK DOWNTOWN/ IT S A BAD ARA... OTHR... NOT SUR/DON'T KNOW... RFUSD/NO ANSWR.... On this trip to Las Vegas, where did you lodge? (ASK AS OPN ND. ACCPT ONLY ON RSPONS. CIRCL COD NUMBR. INTRVIWR: A "LODGING" IS ANY PLAC TH RSPONDNT SLPT OVRNIGHT. SOM POPL COM TO LAS VGAS AT NIGHT JUST TO GAMBL THROUGH TH NIGHT AND LAV TH NXT DAY. THS POPL DID NOT "LODG" ANYWHR.) TYP OF LODGING (ALL RSPONDNTS) HOTL...9% MOTL... RV PARK... FRINDS/RLATIVS... DAYTRIP/NO LODGING... TYP OF LODGING (AMONG THOS WHO STAYD OVRNIGHT) (N=77) HOTL...9% MOTL... RV PARK... FRINDS/RLATIVS... LOCATION OF LODGING (ALL RSPONDNTS) STRIP CORRIDOR... 78% ON TH STRIP... 6 JUST OFF TH STRIP... 7 DOWNTOWN... 6 BOULDR STRIP... OUTLYING ARAS... OTHR... LOCATION OF LODGING (AMONG THOS WHO STAYD OVRNIGHT) (N=77) STRIP CORRIDOR... 79% ON TH STRIP... 6 JUST OFF TH STRIP... 7 DOWNTOWN... 6 BOULDR STRIP... OUTLYING ARAS... OTHR...

95 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH AGGRGAT RSULTS PAG. At what point in your planning did you decide where you would stay? (N=77) BFOR LAVING HOM... 9% WHIL N ROUT TO LAS VGAS... AFTR ARRIVAL... NOT SUR/DK... RFUSD/NA... IF RSPONS TO Q IS RV, SKIP TO Q. ALL OTHRS ANSWR Q.. Which of the following [SHOW CARD] best describes how you, or someone in your party, booked your accommodations in Las Vegas? (ACCPT ONLY ON RSPONS.) (N=6) Booked by phone, calling the hotel, motel, or RV park directly... % Booked through a travel agent (either in person or by phone)... Booked by phone but not by calling the hotel directly and not through a travel agent... Booked at a website on the Internet... 7 Booked in person at the hotel, motel, or RV park... The trip was a gift, prize, or incentive, so the accommodations were booked for you... Not sure because someone else in your party booked the hotel and you don t know how they did it... OTHR (SPCIFY:)... RFUSD/NA... SKIP TO Q ASK Q SKIP TO Q. Which website did you use to book your accommodations? (ASK AS AN OPN ND. ACCPT ONLY ON RSPONS). (N=7) a. HOTL WBSIT (ANY)... 7% b. HOTLS.COM... c. XPDIA.COM... d. LAS VGAS.COM... 7 e. TRAVLOCITY... f. AIRLIN WBSIT... g. ORBITZ... h. CHAPTICKTS.... i. PRICLIN.COM... j. VGAS.COM... k. YAHOO... l. HOTWIR... m. OTHR... 8 n. NOT SUR/DK.... How far in advance did you make your reservations for your (hotel room/motel room/rv park space) for this trip to Las Vegas? (ASK AS OPN ND.) (N=6) SAM DAY... % - DAYS BFOR DAYS BFOR DAYS BFOR... - DAYS BFOR DAYS BFOR DAYS BFOR... MOR THAN 9 DAYS BFOR... 7 NOT SUR/DK... RFUSD/NA...

96 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH WIGHTD AGGRGAT RSULTS PAG 6 6. Including yourself, how many people stayed in your room? (N=9) ON... % TWO THR... 6 FOUR... FIV... SIX OR MOR... RFUSD/NA.... MAN. MDIAN 7. Which of the following rate categories best describes your room rate? (SHOW CARD. ACCPT ONLY ON RSPONS.) (N=9) HOTL/TRANSPOR- TATION PACKAG DAL... % HOTL/AMNITIS PACKAG DAL... TOUR/ TRAVL GROUP... CONVNTION GROUP/ COMPANY MTING... 7 CASINO RAT... RGULAR FULL- PRIC ROOM RAT... CASINO COMPLIMNTARY... ANOTHR RAT... ASK Q8 SKIP TO Q SKIP TO Q SKIP TO Q 8. What was the total PR PRSON cost of your package? (ROUND TO NARST DOLLAR. WRIT AMOUNT IN BLANKS.) (N=9) $-$99... % $-$99... $-$99... $-$99... $-$99... $-$ $ OR MOR... 7 NOT SUR/RFUSD... $6. MAN $. MDIAN 9. Where did you first hear about this package? (DO NOT RAD LIST. ACCPT ONLY ON RSPONS.) (N=9) NWSPAPR... % TLVISION... TRAVL AGNT... WORD OF MOUTH... OFFR RCIVD IN TH MAIL... BROCHUR... -MAIL OFFR... INTRNT AD... 8 ANY WBSIT... RSRVATION AGNT/ CALL CNTR... OTHR... NOT SUR/NO ANSWR... PACKAG VISITORS SKIP TO Q. (ASK ONLY OF NON-PACKAG VISITORS) By the time you leave Las Vegas, how much will you have spent, on average per night, on your hotel or motel room? (ROUND TO NARST DOLLAR. WRIT AMOUNT IN BLANKS BLOW.) (N=) $-$... 8% $6-$... $-$... $ OR MOR... 9 NOT SUR/RFUSD... $79.6 MAN $7. MDIAN

97 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH AGGRGAT RSULTS PAG 7. How did you first find out about the room rate you paid? (DO NOT RAD LIST. ACCPT ONLY ON RSPONS.) (N=) NWSPAPR... % TLVISION... RADIO... TRAVL AGNT... 7 WORD-OF-MOUTH... 7 OFFR RCIVD IN TH MAIL... BROCHUR... -MAIL OFFR... INTRNT AD (POP-UP OR BANNR AD)... ANY WBSIT... OUTDOOR BILLBOARD... RSRVATION AGNT/ CALL CNTR... 7 OTHR... NOT SUR/DK.... (ASK OF ALL RSPONDNTS.) Including yourself, how many adults years old or older are in your IMMDIAT party (such as a spouse or friends who are traveling with you)?... % OR MOR....6 MAN. MDIAN. Are there any people under the age of in your IMMDIAT party? YS... 7% NO By the time you leave, how many nights will you have stayed in Las Vegas? (WRIT TWO-DIGIT NUMBR IN BLANKS BLOW.)... % OR MOR....6 MAN. MDIAN. By the time you leave, how many days will you have been in Las Vegas?... % OR MOR....6 MAN. MDIAN 6. On what day of the week did you arrive in Las Vegas? SUNDAY... % MONDAY... TUSDAY... WDNSDAY... THURSDAY... 7 FRIDAY... 8 SATURDAY During your stay in Las Vegas, how many casinos or casino-hotel properties did you visit? If you are staying at a casino-hotel, please include it in your count.... % TO... 9 MOR THAN MAN 6. MDIAN

98 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH WIGHTD AGGRGAT RSULTS PAG 8 8. At how many of these casinos or casino-hotel properties did you gamble?... % TO... 8 MOR THAN.... MAN. MDIAN 9. Have you gambled during this visit to Las Vegas? YS... 8% NO... ASK Q SKIP TO Q. At what point in your planning did you decide where you would gamble? (N=89) BFOR LAVING HOM... % WHIL N ROUT TO LAS VGAS... AFTR ARRIVAL NOT SUR/DK... RFUSD/NA.... On average, how many hours PR DAY did you spend gambling? (IF GRATR THAN, CLARIFY BY ASKING: "Do you mean that you spent on average [FILL IN NUMBR OF HOURS] hours gambling every day you were here?" (N=89) OR LSS... % LSS THAN HOUR... ON HOUR... TWO HOURS... 9 TO... TO TO TO... MOR THAN....9 MAN. MDIAN. Not including travel, food, or lodging, how much money did you budget for gambling on this trip? Include only your own, personal, gambling budget and not the gambling budgets of others who may have been with you. (N=89) $-$ % $-$ $-$99... $-$99... $-$ $-$99... $6 OR MOR... 9 NOT SUR/RFUSD... $66. MAN $. MDIAN. (ASK OF VRYON.) Now that there are more places to gamble outside of Las Vegas, do you feel you are MOR LIKLY or LSS LIKLY to visit Las Vegas, or does it make NO DIFFRNC in your decision to visit Las Vegas? (IF MOR OR LSS LIKLY, ASK:) Is that MUCH (more/less likely) or SOMWHAT (more/less likely)? -MUCH MOR LIKLY... % -SOMWHAT MOR LIKLY... -NO DIFFRNC SOMWHAT LSS LIKLY... -MUCH LSS LIKLY... NOT SUR/DK... RFUSD/NA.... MAN. MDIAN

99 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH AGGRGAT RSULTS PAG 9 6. Which of the following types of entertainment have you seen during this trip to Las Vegas? (START WITH ITM CHCKD AND CONTINU UNTIL ALL ITMS AR ASKD. ASK BUT DO NOT ROTAT "OTHR". ACCPT MULTIPL RSPONSS.) 7. (ASK FOR VRY "YS" IN Q6.) And how many (INSRT ACH TYP MNTIOND IN Q) have you seen during this trip? (RCORD TWO-DIGIT NUMBR IN APPROPRIAT BLANKS.) Q6 YS NO DK NA Q7 MAN A. Big-name headliner performers in Las Vegas for a special concert (for example, lton John, Jerry Seinfeld, Barry Manilow, Tim McGraw, Faith Hill, etc.)... % 88% % %.8 (N=7) B. Comedy shows or revues (for example, Improv, Comedy Stop, etc.) (N=8) C. Lounge acts or other kinds of free entertainment provided at a location other than the "main" show room....7 (N=67) 8. (INTRVIWR: IF RSPONDNT HAS NOT SN ANY SHOWS, CIRCL YS HR.) YS (HAS NOT SN ANY SHOWS) NO (HAS SN SHOWS) % 68% 9. At what point in your planning did you decide which shows you would see? (N=8) BFOR LAVING HOM... 8% WHIL N ROUT TO LAS VGAS... AFTR ARRIVAL... 7 NOT SUR/DK... RFUSD/NA.... (ASK THOS WHO DID NOT GO TO SHOWS:) What was the main reason you didn't go to any shows, revues, or acts during your stay in Las Vegas? (ACCPT ONLY ON RSPONS.) (N=6) TOO BUSY/NO TIM... 6% NOT INTRSTD... CAM TO GAMBL... ALRADY SAW SHOWS... TOO XPNSIV... 6 DON T LIK TO GO ALON... HAV CHILDRN WITH US... SHOWS SOLD OUT OR CLOSD... INCONVNINT On this trip to Las Vegas, have you been to other Las Vegas attractions for which you have to pay for example, the Mandalay Bay Shark Reef, the Stratosphere Observation Tower and Rides, Star Trek: The xperience, New York New York Manhattan xpress rollercoaster, etc.? YS... % NO... 8 NOT SUR/DK... RFUSD/NA.... On this trip, will you (or did you) visit... (RAD LIST. ACCPT MULTIPL RSPONSS.) A. A nightclub in a hotel with a cover charge?... % B. A free-standing nightclub with a cover charge?... C. A bar or lounge in a hotel without a cover charge?... 9 D. Any free-standing bar or lounge without a cover charge? Will you (or did you) visit other areas of Nevada or the surrounding area (for example, the Grand Canyon and Death Valley), either before or after this visit to Las Vegas? YS... % NO... 87

100 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH WIGHTD AGGRGAT RSULTS PAG. (ASK THOS WHO VISITD NARBY PLACS:) On this trip, will you (or did you) visit... (RAD LIST. ACCPT MULTIPL RSPONSS.) (N=8) Hoover Dam... 6% Grand Canyon... 6 Lake Mead... Laughlin... Zion National Park... 6 Death Valley... 7 Bryce Canyon... 6 Red Rock Canyon... 9 Primm. NV... Mt. Charleston/Lee Canyon... Valley of Fire... Mesquite, NV... All other responses.... Did you visit a spa while in Las Vegas? By spa we mean a place that typically offers hair, skin, and body care, facials, massage, manicures, pedicures, etc.? YS... % NO By the time you leave Las Vegas, how much will you have spent ON AVRAG PR DAY for... a. Food and drink. Please include only your own, personal expenses and not those of your entire party. (ROUND TO TH NARST DOLLAR. WRIT AMOUNT IN BLANKS BLOW.) $6.8 MAN (INCLUDING $) $6.8 MAN (XCLUDING $) b. Local transportation (for example, car rental, taxi, limo, gas). Please include all your daily transportation expenses. (ROUND TO TH NARST DOLLAR. WRIT AMOUNT IN BLANKS BLOW.) $6.87 MAN (INCLUDING $) $9.7 MAN (XCLUDING $). By the time you leave Las Vegas, how much will you have spent on each of the following items IN TOTAL FOR YOUR NTIR TRIP? Please include only your own, personal expenses and not those of your entire party. (RAD ACH ITM. ROUND TO TH NARST DOLLAR. WRIT AMOUNT IN BLANKS BLOW.) A. Shopping (gifts, clothing, personal items)... B. Shows/entertainment (not including gambling)... C. Sightseeing... X. Other... $.8 MAN (INCLUDING $) $9. MAN (XCLUDING $) $9.8 MAN (INCLUDING $) $.9 MAN (XCLUDING $) $7. MAN (INCLUDING $) $.77 MAN (XCLUDING $) $. MAN (INCLUDING $) $. MAN (XCLUDING $)

101 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH AGGRGAT RSULTS PAG Just a few more questions on your impressions of Las Vegas in general. Overall, how satisfied were you with your visit to Las Vegas? Were you... (RAD LIST.) Very satisfied... 9% Somewhat satisfied... Somewhat dissatisfied... Very dissatisfied... DO NOT RAD NOT SUR/DK... RFUSD/NA.... (ASK OF THOS WHO WR SOMWHAT SATISFID:) You just said you were somewhat satisfied with your overall experience in Las Vegas. What is the MAIN reason that keeps you from saying you were very satisfied? (N=69) Hotel complaints... % Trip was too short... Too expensive... Too hot... 9 Bad weather (other than heat)... 7 Here for business, not pleasure/ not enough free time... 7 Too crowded... 7 Too hard to get around... Don t like Las Vegas... Problems with trip to Las Vegas... Smoking complaints... Gambling complaints... Restaurant complaints... Other (ASK OF THOS WHO WR DISSATISFID:) What is the MAIN reason you were dissatisfied with your overall experience in Las Vegas? (ACCPT ONLY ON RSPONS.) (N=9) Hotel complaints... % Too expensive... Rude/unfriendly people... Too crowded... 8 Someone in party got sick... 7 Don t like Las Vegas... Here on business, not pleasure... Smoking complaints... Trip was too short... Taxi complaints... Other How likely will you be to return to Las Vegas in the next year? Would you say you Definitely will ()... % Probably will ()... Might/might not ()... 8 Probably will not ()... Definitely will not ()... NOT SUR/NO ANSWR How likely will you be to recommend Las Vegas to friends, relatives, and co-workers as a destination for a vacation or pleasure trip? Would you say you (RAD FIRST RSPONSS) Definitely will recommend ()... 6% Probably will recommend ()... Might/might not recommend ()... 7 Probably will not recommend ()... Definitely will not recommend ().. NOT SUR/NO ANSWR...

102 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH WIGHTD AGGRGAT RSULTS PAG Now I'd like to ask you a few final questions for statistical purposes. 8. Are you currently... (RAD LIST. ACCPT ONLY ON RSPONS.) mployed... 66% Unemployed... Student... Retired... 7 Homemaker... DO NOT RAD RFUSD/NA... ASK Q9 SKIP TO Q6 SKIP TO Q6 9. What is your occupation? (SPCIFY OCCUPATION, NOT TITL OR COMPANY NAM. "SLF MPLOYD" IS NOT AN ACCPTABL RSPONS. PROB FOR TH TYP OF WORK DON.) (N=66) Professional/technical... 7% Managers/proprietors... Sales/clerical... Craft workers... 7 Service workers... 7 Laborers (non-agricultural)... Agricultural What was the last grade or year of school that you completed? (DO NOT RAD LIST.) GRAD SCHOOL OR SOM HIGH SCHOOL... % HIGH SCHOOL DIPLOMA (FINISHD GRAD )... SOM COLLG (INCLUDS JUNIOR/COMMUNITY COLLG NO BACHLOR'S DGR)... GRADUATD COLLG... 8 GRADUAT SCHOOL (MASTR'S OR PH.D.)... TCHNICAL, VOCATIONAL, OR TRAD SCHOOL... RFUSD/NA What is your marital status? Are you... (RAD FIRST ITMS IN LIST.) Married... 79% Single... Separated or divorced... Widowed... RFUSD/NA What country do you live in? USA... 8% FORIGN... 8 ASK Q6 SKIP TO Q6 6. What is your zip code, please? RGION FROM ZIP COD AST... 6% SOUTH... MIDWST... WST... CALIFORNIA... NORTHRN CA.... SOUTHRN CA ARIZONA... 7 OTHR WST... 6 FORIGN VISITORS (THNICITY BY OBSRVATION. IF UNSUR, ASK:) Most people think of themselves as belonging to a particular ethnic or racial group. What ethnic or racial group are you a member of? (ASK ONLY IF NCSSARY: Are you white, Black or African American, Asian or Asian American, Hispanic or Latino or of some other ethnic or racial background?) WHIT... 86% BLACK OR AFRICAN AMRICAN... ASIAN OR ASIAN AMRICAN... HISPANIC/LATINO... 6 NATIV AMRICAN, MIXD RAC, OTHR...

103 # LAS VGAS VISITOR PROFIL STUDY CALNDAR YAR GLS RSARCH WIGHTD AGGRGAT RSULTS PAG 6. What is your age, please? (RCORD IT XACTLY AND CIRCL APPROPRIAT CATGORY BLOW.) 9.7 MAN 8. MDIAN Which of the following categories does your age fall into? (RAD LIST.) to 9... % to to 9... to to and older... RFUSD/NA Please tell me which one of these categories includes your total household income before taxes last year. (SHOW INCOM CARD.) Include your own income and that of any member of your household who is living with you. A. Less than $,... % B. $, to $9, C. $, to $9, D. $, to $9, $, to $9, F. $6, to $69, G. $7, to $79, H. $8, to $89, I. $9, to $99, J. $, to $9, K. $, or more... 6 NOT SUR/NO ANSWR...

104 CARD A HOTL/MOTL RATS. HOTL/TRANSPORTATION PACKAG DAL One price that includes your hotel room and airfare or bus transportation to Las Vegas. The package may or may not also include other items such as shows or meals.. HOTL/AMNITIS PACKAG DAL (NO TRANSPORTATION INCLUDD) One price that includes your hotel room and other items such as shows, meals, or other amenities, but does not include airfare or bus transportation to Las Vegas.. TOUR/TRAVL GROUP You are traveling as part of a tour or travel group. The tour/travel group package price includes room and airfare or bus transportation to Las Vegas. The package may or may not also include other items such as shows or meals.. CONVNTION GROUP/COMPANY MTING Arranged through an employer or convention.. CASINO RAT Special reduced rate arranged through a casino host or casino employee. 6. RGULAR FULL-PRIC ROOM RAT Full price, no discounts. 7. CASINO COMPLIMNTARY Room is free of charge. 8. ANOTHR RAT Any other special room rate not shown above.

105 INCOM CATGORIS A. Less than $, B. $, to $9,999 C. $, to $9,999 D. $, to $9,999. $, to $9,999 F. $6, to $69,999 G. $7, to $79,999 H. $8, to $89,999 I. $9, to $99,999 J. $, to $9,999 K. $, or more

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