and Concour d Elegance Survey Results John Salazar, Ph.D. Director of Lowcountry and Resort Islands Tourism Institute
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1 2012 Hilton Head IslandMotoringFestival and Concour d Elegance Survey Results Prepared by: John Salazar, Ph.D. Director of Lowcountry and Resort Islands Tourism Institute Universityof South CarolinaBeaufort
2 Executive Summary 1009 usable surveys were analyzed. 49% were tourists from outside the region. 86% of the tourists were returning visitors to Hilton Head Island. 37% of the tourists visiting Hilton Head Island stayed at Full Service Hotels Average length of stay of visitors was 4.1 days. Average party size of visitors was 2.07 people. Concours attendees were most satisfied with Parades of Cars and Specialty Exhibits. 94.8% would recommend the Concours to friends. Salazar: USCB 2
3 Demographics
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10 Point of Origin and MSA Markets
11 Sum of Visitors by Metropolitan Area 4, Salazar: USCB 11
12 Top 20 Ranking According to Zip Code Frequency Rank Metropolitan Area Sum of Visits by Metropolitan % Share VT20 Area 1 Atlanta Sandy Springs Marietta, GA MSA % 2 Charleston North Charleston, SC MSA % 3 Charlotte Gastonia Concord, NC SC MSA 145 9% 4 Greenville, Spartanburg, Anderson, SCandAsheville Asheville, NC MSA 124 8% 5 Columbia, SC MSA 92 6% 6 Augusta Richmond County, GA SC MSA 83 5% 7 New York Northern New Jersey Long Island, NY NJ PA MSA 80 5% 8 Washington Arlington Alexandria, DC VA MD WV MSA 63 4% 9 Jacksonville, FL MSA 62 4% 10 Raleigh Cary, NC MSA 56 3% 11 Cincinnati Middletown, OH KY IN MSA 46 3% 12 Tampa St. Petersburg Clearwater, FL MSA 42 3% 13 Knoxville, TN MSA 37 2% 14 Philadelphia Camden Wilmington, PA NJ DE MD MSA 35 2% 15 Columbus, OH MSA 34 2% 16 Orlando Kissimmee, FL MSA 30 2% 17 Myrtle Beach Conway North Myrtle Beach, SC MSA 23 1% 18 Richmond, VA MSA 23 1% 19 Boston Cambridge Quincy, MA NH MSA 23 1% 20 Chicago Naperville Joliet, IL IN WI MSA 22 1% % Salazar: USCB 12
13 Top 20 MSA s According to %Share Comparison to Arbitron, Neilsen, and Scarborough Rank Metropolitan Area Sum of Visits by Metropolitan Area % Share VT20 VT20 AT20 1 Charleston North Charleston, SC MSA % 17% 17% 17% 2 Atlanta Sandy Springs Marietta, GA MSA % 12% 12% 10% 3 Greenville, Spartanburg, Anderson, SC and Asheville, NC MSA 124 8% 6% 5% 6% 4 Charlotte Gastonia Concord, NC SC MSA 145 9% 5% 5% 5% 5 Columbia, SC MSA 92 6% 5% 4% 6% 6 Augusta Richmond County, GA SC MSA 83 5% 4% 4% 5% 7 Jacksonville, FL MSA 62 4% 2% 2% 1% 8 Raleigh Cary, NC MSA 56 3% 1% 0% 1% 9 Knoxville, TN MSA 37 2% 1% 1% 0% 10 Myrtle Beach Conway North Myrtle Beach, SC MSA 23 1% 1% 1% 1% 11 Richmond, VA MSA 23 1% 0% 0% 1% 12 Cincinnati Middletown, OH KY IN MSA 46 3% 0% 0% 1% 13 Columbus, OH MSA 34 2% 1% 1% 2% 14 Orlando Kissimmee, FL MSA 30 2% 1% 3% 3% 15 Tampa St. Petersburg Clearwater, FL MSA 42 3% 2% 3% 2% 16 Washington Arlington Alexandria, Alexandria DC VA MD WV MSA 63 4% 4% 3% 7% 17 Boston Cambridge Quincy, MA NH MSA 23 1% 6% 5% 6% 18 Philadelphia Camden Wilmington, PA NJ DE MD MSA 35 2% 6% 7% 7% 19 Chicago Naperville Joliet, IL IN WI MSA 22 1% 13% 10% 11% 20 New York Northern New Jersey Long Island, NY NJ PA MSA 80 5% 23% 19% 12% % 0% 0% 0% VT20 NT20 VT20 ST20 Hilton Head Island and Savannah MSAs not included in the analysis Salazar: USCB 13
14 Visitor Characteristics
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18 Average Length of Stay = 4.1 Days Salazar: USCB 18
19 Day Tripper Overnight Locations Salazar: USCB 19
20 Day Trippers Staying in Bluffton Salazar: USCB 20
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22 Visitors Staying on Hilton Head Island Salazar: USCB 22
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31 Average Visitor it Party Size = 2.07 people Salazar: USCB 31
32 Average Lodging Spend = $150 $ Salazar: USCB 32
33 Average Restaurant Spend = $75 $99.99 Salazar: USCB 33
34 Average Retail Spend = $54 $74.99 Salazar: USCB 34
35 Average Recreation Spend = $50 $74.99 Salazar: USCB 35
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42 How would you rate the following activities offered during the Hilton Head Island Motoring Festival and Concours d Elegance? Special Exhibits (i.e. Boat 2012 Hilton Head Island Motoring Festival and Concours d'elegance Very Good Good Average Poor Very Poor Don't Know- N/A Rating Average Response Count 59% 25% 6% 0% 0% 10% Display) Parades of Cars 54% 22% 3% 0% 0% 21% Awards Ceremonies 41% 24% 5% 0% 0% 30% Concessions 38% 32% 16% 2% 1% 11% Retail Offerings 35% 34% 14% 1% 0% 16% Hot Laps at Track 34% 16% 4% 1% 0% 44% Guided Tours 24% 16% 5% 1% 0% 54% Salazar: USCB 42
43 2012 Hilton Head Island Motoring Festival and Concours d'elegance How would you rate the following Very Very Don't Know- Rating Response Good Average Poor festival characteristics? Good Poor N/A Average Count Location 71% 23% 4% 0% 0% 1% Staff Friendliness 69% 25% 4% 0% 0% 1% Opportunities to Learn About Cars 64% 29% 5% 0% 0% 2% Ambiance 58% 31% 8% 0% 0% 3% Overall Value of the Event 57% 32% 8% 1% 0% 2% Interaction with Exhibitors 56% 33% 7% 0% 0% 4% Crowd Flow 55% 34% 8% 1% 0% 2% Parking 55% 32% 9% 2% 1% 2% Consistency of the "2012 Motoring Festival and Concours d"elegance" theme throughout the festival 55% 31% 8% 1% 0% 6% Event Layout and Design 54% 35% 9% 1% 0% 2% Exhibits 52% 34% 9% 1% 0% 4% Vendor Variety 43% 36% 15% 2% 0% 3% Music 39% 35% 12% 1% 0% 13% Cost 35% 39% 18% 3% 1% 4% Quality of Beverage You Purchased 34% 29% 12% 1% 1% 24% Quality of Food You Purchased 32% 28% 12% 1% 1% 25% Quantity of Beverage Per Purchase 31% 29% 13% 1% 1% 25% Quantity of Food Items per Purchase 29% 30% 13% 1% 0% 26% Availability of Public Seating 28% 33% 16% 9% 1% 13% Kid's Area 19% 14% 7% 1% 1% 58% Salazar: USCB 43
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45 2012 Hilton Head Island Motoring Festival and Concours d'elegance Please indicate how 4 times often you use a 3-5 times per Once per I don't use Rating Response Hourly Daily per specific social week month this medium Average Count month medium. Facebook 14% 43% 24% 6% 5% 8% Twitter 5% 13% 11% 3% 5% 64% My Space 1% 3% 4% 1% 2% 88% Linkedin 2% 12% 16% 16% 10% 44% Other 5% 14% 8% 2% 3% 68% Salazar: USCB 45
46 2012 Hilton Head Island Motoring Festival and Concours d'elegance How likely are you to make any of the following posts at your social media website while attending (or after attending) ANY festival or special event? Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Rating Average Response Count Posts that inform your social network friends that you're in attendance at a festival or special event. Posts that t comment positively about being at the festival or special event. Posts recommending that your social network friends attend the festival or special event. Post pictures or videos of you attending the festival or special event on your social media site. 37% 30% 10% 5% 17% % 30% 9% 5% 17% % 30% 12% 6% 17% % 27% 10% 5% 17% Salazar: USCB 46
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50 The Lowcountry & Resort Islands Tourism For moreinformationcontact : John Salazar: USCB 50
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