Residents Study. Clackamas County Tourism Development Council. July 2006

Transcription

1 Residents Study Clackamas County Tourism Development Council July 2006

2 Table of Contents Page Introduction 1 Methodology 1 Executive Summary 2 Resident Profile 2 Visiting Friends and Relatives Demographics 2 Residents as Ambassadors 3 Where Residents Get Their Information 4 Study Overview 4 Residents Study July 2006

3 Introduction This report summarizes the results of a telephone survey conducted in June of Clackamas County, Oregon residents who had visiting friends and relatives (VFRs) within the past 12 months. The primary purpose of this study was to create a profile of resident influence upon VFRs, assessing various trip characteristics and to determine means to educate and market to residents about activities available in Clackamas County. Key points explored include:! Key VFR themes that resonate most with residents.! Thoughts, perceptions and motivations regarding events and attractions.! The decision making process for the VFR market.! Areas of improvement within the county to attract the VFR market.! Clackamas County events and attractions offerings.! Proposed marketing promotions. Methodology BNResearch conducted telephone interviews with Clackamas County residents who had visiting friends and relatives within the past 12 months. The telephone survey approach allowed for greater control of quotas, efficient collection of data, and higher levels of quality control. 403 residents were interviewed from June 5 th to June 19 th, A sample of this size gave us reliable information regarding residents' awareness, behavior and attitudes regarding the VFR market and enabled segmentation and analysis of urban versus rural residential data. 1 Urban/Suburban 72% Clackamas Oregon City Gladstone West Linn Lake Oswego Wilsonville Milwaukie Beavercreek Boring Brightwood Canby Colton Eagle Creek Estacada Rural 28% Government Camp Molalla Mulino Rhododendron Sandy Welches Zigzag For residents who had more than one VFR party in the past 12 months, one random party was selected to ask questions about so we could sample a cross section of visitors across all seasons. In addition, some survey questions were asked of all VFR parties within the past 12 months. Residents Study July 2006

4 Executive Summary Resident Profile Clackamas County resident demographics were gathered to better understand who the Clackamas County Tourism Development Council can market to. Resident Demographic Profile Median Age ~51 Median Income ~$68k Clackamas County Residency <1 year 4% 1-5 years 17% 5-10 years 14% years 23% >20 years 40% Residents with VFRs are a bit older, have higher income, and have lived in Clackamas County longer than the general population. Visiting Friends and Relatives Demographics There were roughly 240,000 VFR parties staying in Clackamas County within the past 12 months. These parties were composed of 780,000 individuals: 615,000 adults and 165,000 children. This is a very substantial segment. Frequencies of Visiting Friends and Relatives (within the past 12 months) Households in CC (2005) 140,500 Percent of respondents having VFRs 57% Household in CC having VFRs 80,100 2 Guests visit frequently and return often. 77% of VFRs visit at least once a year (18% visit at least once every years) and 80% have traveled to visit residents specifically, rather than for some other activity. Only 6% of VFRs were first time Average number of VFRs entertained 2.96 Average number of visiting parties to CC 240,000 Average number of individuals 780, ,000 adults 165,000 children visitors and.0025% (1 out of 400) VFRs were once in a lifetime visitors. Guest visits are evenly dispersed throughout the year. VFRs overwhelmingly stay overnight (88%) or longer. Their choice of lodging is usually the resident's home (86%), Seasonal Visits while 8% stayed at a hotel or motel, 6% staying at someone else's home Winter 28% and 2% staying at an alternative venue (campgrounds, etc.). Spring 28% For 55% of VFRs who stayed in hotels or motels, the resident they visited recommended the place to stay, either independently or jointly with the visiting party. Summer Fall 25% 19% Residents Study July 2006

5 Residents as Ambassadors Residents have a strong influence on VFR activities. 85% of residents polled indicated that they either planned on their own or through cooperation with VFRs what to do during the visiting party's trip. Based on VFR projections, this equates into over 650,000 VFRs who let residents help guide their recreational choices. Activities Always Considered Mt. Hood Area Experience 69% Oregon Coast 30% Downtown PDX/ Pioneer Square Oregon Zoo OMSI Saturday Market 15% 10% 7% 6% The majority of residents often consider the "Mt. Hood Area Experience" as part of their recreational choice. Encompassing Mt. Hood, Clackamas Town Center, Timberline Lodge, Multnomah Falls and the Columbia Gorge, the "Mt. Hood Area Experience" accounted for 69% of all activities considered by residents when friends and family visit. The Oregon Coast is the next destination for 30% of residents, followed by downtown Portland and Pioneer Courthouse Square (15%), the Oregon Zoo (10%), OMSI (7%) and Saturday Market (6%). 3 Awareness for many of the top ranking Clackamas County activities is high. For both Clackamas Town Center and the End of the Oregon Trail Interpretive Center, 90% or more of respondents knew these attractions were in Clackamas County. 45% of respondents also knew that Timberline Lodge was located in-county. However, only 30% knew that Mt. Hood was Mt. Hood Timberline Lodge Clackamas Town Center Oregon Trail Interpretive Center Top Ranking Clackamas County Activities 30% 53% 17% 45% 18% 36% 5% 2% 5% 5% In Clackmas County Not in Clackamas County Don't Know 93% 90% 0% 20% 40% 60% 80% 100% located within Clackamas County. Respondents were very satisfied with all activities they engaged in within the county, giving an average rating of 4.3 on a 5-point scale, where 1=extremely dissatisfied and 5=extremely satisfied. Residents Study July 2006

6 There are a variety of restaurants recalled by respondents, with 57% listing a diverse assortment of dining options other than the top five most recalled restaurants. Most Recalled Restaurants Olive Garden 14% Bugatti s 8% McMenamin s 7% Stanford s 7% Gustav s 6% Where Residents Get Their Information When it comes to how Clackamas County Top 5 Media Outlets residents want to be informed about specific 80% county events and activities, 80% rank newspapers as their primary choice, followed by direct mail (73%), TV/ cable 73% 67% 60% 59% (67%), brochures (60%) and the Internet (59%). 54% of residents also indicate that discount coupons influence their decision to go to events and attractions. Regarding "Mt. Hood Territory", 41% of residents polled say they recall an Newspaper Direct Mail TV/Cable Brochures Internet advertisement or hearing information about the brand. Of those that remember an ad, 54% say they recall the information from newspapers and 47% say they remember it from TV/cable. The Oregonian is the primary newspaper recalled with Mt. Hood Territory advertisements (34%) and Channel 8 (KGW) is the primary TV/cable station residents remember (12%). 4 Study Overview This study confirms that residents definitely have influence upon visiting friends and relatives. Both lodging and activity choices are influenced either directly or in cooperation with residents. The impact residents have is amplified by the estimated 780,000 visiting friends and relatives within the past 12 months traveling to Clackamas County. CCTDC can reach a notable percent of the VFR segment by marketing to and educating residents. The most significant activity (or group of activities) residents consider revolves around the "Mt. Hood Area Experience". 69% of residents always consider the experience when entertaining VFRs. Together with CCTDC's recent Mt. Hood Territory advertisement campaign, resident knowledge and awareness of the "Mt. Hood Area Experience" is positive. Data gathered for this study is consistent across all demographic segments with no segment preferring specific activities over another. Residents Study July 2006

7 Residents Study Verbatim Report Prepared for: Clackamas County Tourism Development Council August 2006

8 Residents Study Q1A. When you have out-of-town guest, what are the events, activities and places that are always on the list of things to do and see? Oregon Symphony and ballet in Portland Mt. St. Helens Chinese Gardens Sports Mt. St. Helens Oaks Park Chinese Gardens in downtown Portland Mt. St. Helens Tony's Fish Market East Moreland Golf Course Play cards Mt. St. Helens Chinatown Fish hatchery Jazz Festival A play at Molalla High School, as well as a Christmas function at same place Golfing The Cascades Lake Oswego events Mt Hood Jazz Festival Harvey's Comedy Club Stone Creek Golf Course Sunriver Skamania Lodge Scenic Highway. Fish Hatchery. BNResearch Q1A. Verbatims 2

9 Residents Study Q1A. When you have out-of-town guest, what are the events, activities and places that are always on the list of things to do and see? Fishing The clubs Mulino Golf Course Hawthorne The school play of one of the grandkids Salmon fishing and seeing the Lion King at Keller Auditorium NW Children's Theater, Stone Creek Golf Course, Keller Auditorium. Hill Top Nine in Oregon City Shady Dell Trolley Skamania Lodge West Linn Library Forest Grove Pittock Mansion, Northwest Portland, Detroit Lake Stockcar racing Lake Chinook Fishing, gun shows, antique shows Chinese Gardens Pittock Mansion Religious things locally Steven Crawford's Historical House Eastern Oregon, in Madras Concerts Rockwood Bowling Woodburn Drag Strip Molalla. Silverton Gardens Faraday Lake Pittock Mansion BNResearch Q1A. Verbatims 3

10 Residents Study Q1A. When you have out-of-town guest, what are the events, activities and places that are always on the list of things to do and see? Chinese Garden Hiking and the falls in Brightwood, Oregon Oktoberfest. Sandy Mountain Festival Hawthorne. Pearl District Charleston, Oregon. Christmas Garden. Fish hatchery Chinese Garden Mt. St. Helens The kid s course Picnics. Plays Pittock Mansion Family activities Silverton Camping Crater Lake Timothy Lake Wooden Shoe Dahlia Garden Pittock Mansion Oregon Interpretive Center Wineries, mountains, and Portland Silverton Falls Kid s games The Grotto Mt. St. Helens Hawthorne and NW 23 rd Safari Sam's Portland waterfront, Working Wonders, Enchanted Forest Rodeo. Calf roping. BNResearch Q1A. Verbatims 4

11 Residents Study Q1A. When you have out-of-town guest, what are the events, activities and places that are always on the list of things to do and see? Woodburn Visiting Canby, Molalla, Detroit Lake Portland Raceway. The Grotto. Portland Center Stage to see plays. Sternwheeler Aquarium Oregon Trail Visiting relatives here, or going hiking. BNResearch Q1A. Verbatims 5

12 Q1B. Which events, activities and places did you do and see the last time you had out of town visitors? Wildlife Safari in Medford Wine tasting We went to a concert Visited old-growth forest Drove around Portland Little League baseball and high school softball Mt. St. Helens Oaks Park We visited family The Carnegie Center Dundee. Eugene We went to Salem and had a picnic Tri-On Funds, which is a community of people that puts on shows VFW, which is a members only club Corvallis The Oregon Historical Railroad Center The jazz festival We played at Molalla High School Golf Plant and Flower Show. Clackamas County Fair Mt. St. Helens Wordstock Stone Creek Golf Course We went to a wedding Fish hatchery St. Helens Concert at Roseland. BNResearch Q1B. Verbatims 6

13 Q1B. Which events, activities and places did you do and see the last time you had out of town visitors? Skiing. Concerts Birthday party School play Fishing and plays Bonneville Dam Winery. Crater Lake Roseland and Tonic Lounge Downtown Lake Oswego Church Bowling group in Wilsonville Fishing My son and his girlfriend hiked, but I'm not sure where Church event Steven Crawford's house Rockwood Bowling A model train in NE Portland Woodburn Drag Strip Weddings and birthdays First Friday in Silverton. Aurora Chinese Garden Oktoberfest and Sandy Mountain Festival Peacock Lane Bike rides Ollalie Lake We went to listen to music NW 23 rd BNResearch Q1B. Verbatims 7

14 Q1B. Which events, activities and places did you do and see the last time you had out of town visitors? The Grotto and Enchanted Forest Christmas Ships on the river Wine tasting St. Helens The Molalla Corridor Portland Theater for the Performing Arts Lakes High school play (Jesus Christ Superstar) We went to a wedding We went fishing on the Willamette Camping Iris Gardens Pittock Mansion Long Beach, Washington Clackamas County Fair Master Gardener convention at the Red Lion Winery A wedding Wine tasting in Dundee Hood River Mt. St. Helens We drove through Canby Rockwood Bowling Lake Oswego Train Car show in Estacada We went and saw friends in the Willamette Valley. We went down by Salem. I used to live there We went to Portland Center Stage to see a play. BNResearch Q1B. Verbatims 8

15 Q1B. Which events, activities and places did you do and see the last time you had out of town visitors? Live theatre in downtown Portland Oregon Trail Football game. Baseball game. BNResearch Q1B. Verbatims 9

16 Q2A. What are the top restaurants you recommend when you have visitors? Mazu. Cooperstown Juan Colorado. Cheesecake Factory Benihana's Hong Kong Gubanc's. Sanjo. Lady Di's Calamity Jane. Tollgate Inn The Brewery. Marcum Takahashi Pho Van on 82 nd Ave Waight's Bar and Grill in downtown Portland Mt. Hood Higgins. Clarke Lewis Restaurant in Portland Suberious. High Spoon The Bomber. Stuart Anderson's Silver Grill Beesaw's Noble House at John's Landing Super-Tora Linn City Pub Rose and Raindrop. Aranawanda Small local places Tebo s Redland Cafe Stanley's Corner in Gladstone Main Street Cafe in Oregon City Walk Inn in Wilsonville Country Bills BNResearch Q2A. Verbatims 10

17 Q2A. What are the top restaurants you recommend when you have visitors? La Costita Ringside The Blue Hour. Clark Lewis Best Buffet Huber's and The Montage Salty's Calamity Jane s in Sandy. Asia Kitchen in Gresham Bob's Red Mill. Pastini's. Tully's Wild Hair. Steven s Grill Macaroni Grill Thai Villa Season and Regions. Acadia Original Pancake House Bob's Red Mill Mickey Finn s Baja Peruvian The Wichita. Rotters Stuart Anderson's La Costita Wichita Pub Rigoberto's Vinotopia in Vancouver El Gaucho Red Baron Typhoon Papa Murphy s Red Robin in Clackamas Town Center. BNResearch Q2A. Verbatims 11

18 Q2A. What are the top restaurants you recommend when you have visitors? Jaretto's La Bamba in Sandy Todai Old Town Buffet Thai Village Taco Bell, McDonald's, KFC, Subway Round Table Pizza Macaroni Grill Terry's. Happy Chinese. Markham Inn Yoko's, Patty's, Higgins Taco Loco, Round Table on McLaughlin and Kell s in Portland Ringside Giuseppe s in Gresham La Hacienda. Extapas California Pizza Kitchen Ringside Manzinetta s in Lake Oswego Charthouse Thai Mango California Pizza Kitchen. Buffalo Gap Saloon in Multnomah County Binn s Takahashi Mia Sandwich Shoppe in Molalla. El Trido in Molalla Arroline Thai Food Stark Street Pizza Flast in Lake Oswego Windermere. Berlin Inn. BNResearch Q2A. Verbatims 12

19 Q2A. What are the top restaurants you recommend when you have visitors? Sushi Takahashi Top of the Hill in Canby. Tacho s in Oregon City Oyster Bar Tollgate in Sandy Opa. The Simpatico Dining Hall. Higgins Tad's. Ruth s Chris Steakhouse Canby Pub and Grill. Jimmy Ho's Pizza Imperial Garden Higgins Morton s. Melting Pot Chris Steak House. Benson Hotel Got Curry?. Sushi Land in the Clackamas Promenade. Poki's in Oregon City Guilt Club. Pin Tal Restaurant Burrito place on Washington Street. It s a hole in the wall Mexican place Tebo's and the Golden Globe Tacho's in Oregon City Montage. Gubanc's Hayden's on the lake in Tualatin Marquain Mexican restaurant in West Linn Gino's in Sellwood. Pastini in Portland. Three Doors Down in Portland Arrowhead Golf Club called The Homestead. Hoffman House Restaurant Shorewood in Oregon City Giuseppe s Caprios. Bob s Red Mill. Happy Cafe London Grill PF Chang's BNResearch Q2A. Verbatims 13

20 Q2A. What are the top restaurants you recommend when you have visitors? Zigzag Inn El Gaucho. Typher. Big Belly Buzano in Lake Oswego El Gaucho. Morton's. Alamir Thien Hong Longview Restaurant and the lounge at Timberline Lodge Tollgate. Elucias Troutpie. People's Grill Esparza's. Montage Oba in the Pearl District Hurley s Rose Garden. Columbia Gorge restaurants. Pearl District restaurants Andina. Abou Karim Benihana Sizzler in Portland. McDonald's in Molalla or Woodburn PF Chang's Rigobertos Kappia. Iron Horse Swanson s in Clackamas Town Center Wichita's. Taco Bell. McDonald's El Gaucho Redland Café. Hitching Post Pizza Tebo's Marquam Inn Eleni's in Sellwood Blue Hour Gubanc s. Senoul. Three Degrees Stone Hedge Garden in Hood River. Don Guido s. BNResearch Q2A. Verbatims 14

21 Q2A. What are the top restaurants you recommend when you have visitors? Ringside Kell s. Huber s. Kornblatte s Deli Wild abandon. La Provence in Lake Oswego Gino's. Azteca The Farmstead at the golf course. Jasper s. The Hoffman House Stuart Anderson's Todai in Portland. Jimmy Ho's Pizza in Oregon City Adobe's Mexican in Sellwood. Alexis in Portland. The Indian food place on Barbur Blvd Gino's. Three Doors Down. Fernando's Hideaway Taco Bell Our House Yourts Street Fish House. Freemont Pub Chacho's Genoa. Paley's Place. Hurley's Caprial's in Milwaukie Georgio's. Tuscany. Cafe Mingo. Andina The Marquam Inn Ripe in Portland. Old Cider Mill Giuseppe s in Gresham Acadia House of Louie. La Costita Sparky's Pizza. Fearless Brew Pub. Barbara's Coffee and Flowers. Frotis Greek Deli. Elusive Trout. Arawan. Super Torte. The places need to be inexpensive and child friendly for us to go there Amadeus Hales Tebo's. Pine Garden in West Linn Amadeus BNResearch Q2A. Verbatims 15

22 Q2A. What are the top restaurants you recommend when you have visitors? Dory Cove in Lincoln City Cooper's Town Salty's on the river Chart House. Koji Osayaka Cazadero Inn Flying Pie Pizzeria. Local Mexican restaurants The Four Seasons Zigzag Inn Teoff s Morton s Charthouse The Airport Cafe in Molino Mio Sushi Pazzo s Restaurant Nicholas. Modi. The Cuban restaurant in Portland. Burgerville Round Table Pizza. Tacho s Macaroni Grill. Chez Jose Caro Amico s Tazadaro Wichita Pub South Park Macaroni Grill. Cheesecake Factory Imperial Gardens. Biscuits Tacho s in Oregon City Ruth s Chris Steakhouse Riverside Restaurant Mingo s Huber s. Hen's. Sammy's. Capriel's Bistro. BNResearch Q2A. Verbatims 16

23 Q2A. What are the top restaurants you recommend when you have visitors? Todai Three Doors Down. Portland Brewing Company. Bridgeport Hoffman. The Farmstead Ringside. Heathman Hotel Gubanc's Tollgate Inn. Calamity Jane's Gino s. Caprial s The Bomber Red Robin in Clackamas Biscuits. The Farmstead Inn Mingo s Café El Jarrito PF Chang. El Gaucho Three Doors Down Cheesecake Factory Szechwan Garden. Cafe Duberry Harborside PF Chang s Hong Kong Tony Roma's Oba. Fratelli Acacia Old Country Buffet Viewpoint Azteca at Clackamas Town Center La Tarras Lee's kitchen. Gubanc. BNResearch Q2A. Verbatims 17

24 Q2A. What are the top restaurants you recommend when you have visitors? Pine Garden. Miller's Homestead Pepper Tree Thai restaurant. La Provence Country Restaurant Cassadero Boots and Spurs Howells Los Volcano Foamve Restaurant Melting Pot Seasons Inn Heidi s Deans in Damascus Mike's Drive In. BNResearch Q2A. Verbatims 18

25 Q4. And do you recall where you read or heard the information or advertisements? East County Gazette Sandy newspaper Willamette Week The Damascus paper East County papers East County Gazette East County Gazette. Portland Mercury Northwest Gazette Molalla Pioneer Oregon City News Mountain Times Mountain Town Newspaper East County Gazette and Sandy Post West Linn Tidings Sandy Post Molalla Pioneer Mountain Times. Sandy Post Sandy Post Clackamas County Review I saw it in the newspaper Oregon City Community News. Clackamas Review Sandy Profile. Mountain News, Mountain Gazette Molalla Pioneer Clackamas Gazette East County Gazette The Observer In a newspaper, but nothing specific. BNResearch Q4. Verbatims 19