U.S. TRAVEL MARKET Attending Equestrian s While on Trips Of One or More Nights A Profile Report August 31, 2007 Prepared by Lang Research Inc. on behalf of: Ontario Ministry of Tourism, Ontario Tourism Marketing Partnership Corporation, Quebec Ministry of Tourism, Travel Manitoba, Canadian Tourism Commission, Tourism Saskatchewan, Atlantic Canada Tourism Partnership, Alberta Tourism, Parks, Recreation and Culture, Department of Canadian Heritage, Tourism British Columbia, Parks Canada Agency, Government of Yukon, Government of Northwest Territories
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 1 Executive Summary Over the last two years, 12.0% (26,347,324) of adult Americans attended equestrian and western events while on an out-of-town, overnight trip of one or more nights. Country and western music concerts (5.4%) and auto races (4.3%) were the most popular events, followed by rodeos (2.5%), horse races (2.3%), and equine competitions (0.9%). One-half of those who attended an equestrian or western event on a trip (50.0%, or 13,163,645 adult Americans) reported that this activity was the main reason for taking at least one trip in the past two years. Those who attended equestrian and western events while on trips were more likely to be male, older (57.2% 45 or older), married and without dependent children living at home. They are less well-educated than the average U.S. Traveler and their household incomes ($76,438) are average. They are more likely to live in the West North Central and East South Central regions of the United States and in small towns or rural areas. Over the past two years, those who attended equestrian and western events on trips traveled more frequently than the average U.S. Traveler and they were somewhat more likely to have taken a trip to Canada (20.6% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they were over-represented among U.S. visitors to all Canadian provinces and territories. Equestrian attendees participated in a variety of culture and entertainment activities while traveling and especially activities closely associated with equestrian (e.g., horseback riding) and western events (e.g., agro-tourism). This segment was also more likely than average to participate in outdoor activities such as snowmobiling and ATVing, hunting and motorcycling. They tend to stay in public campgrounds or seaside resorts, but were much more likely than average to go touring in a motorhome or RV and to have stayed at a farm or guest ranch. They were also more likely than the average U.S. Traveler to take tours and cruises and especially casino, winery and factory tours. They seek vacations that offer something new and different to see and do and consider it important that a destination is conveniently accessible by car and has camping available. Those who attended equestrian and western events while on trips are average users of the Internet to plan (71.5%) and book travel (49.9%). This segment can be most effectively targeted through country music radio and sports-related media (e.g., magazines, television, radio and websites).
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 2 Travel Activity and Motivation Survey (TAMS) The TAMS survey examines the recreational activities and travel habits of Canadians and Americans. The survey examines out-of-town, overnight travel behaviour of one or more nights over the past two years and provides detailed information on Travelers activities, travel motivators, places visited, type of accommodation used, impressions of Canada, its provinces and territories, demographics and media consumption patterns. TAMS represents a comprehensive assessment of travel behaviour and motivators and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada. In particular, TAMS was designed to: o Identify existing and potential tourism markets; o Measure the likelihood of these tourism markets being attracted to vacation experiences in Canada; o Create packaging opportunities for each of these markets; o Determine how to reach these markets (i.e., in terms of media strategies); and o Provide information on how to fine-tune and target existing marketing campaigns. TAMS was sponsored by the following organizations: Ontario Ministry of Tourism Quebec Ministry of Tourism Ontario Tourism Marketing Partnership Corporation Travel Manitoba Canadian Tourism Commission Tourism Saskatchewan Atlantic Canada Tourism Partnership Parks Canada Agency Department of Canadian Heritage Tourism British Columbia Alberta Tourism, Parks, Recreation and Culture Government of Yukon Government of Northwest Territories Statistics Canada The survey was conducted in Canada and the United States between January 2006 and June 2006 and it includes only adults (18 years and over). The reference period for the data is 2004 and 2005. The U.S. database is used in this current report. This survey was conducted by mail with an established U.S. mail panel. 60,649 completed questionnaires were returned. The mail panel response rate for this survey was 71.3%. The data have been weighted to project the results to the United States population. This report profiles those who attended equestrian and western events while on a trip, and compares them with other U.S. Travelers (i.e., took at least one pleasure trip in the last two years). This report is part of a series of 43 Activity Reports prepared using the U.S. TAMS database.
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 3 Attending Equestrian & Western s While on Trips Market Incidence Over the last two years, 12.0% (26,347,324) of adult Americans attended an equestrian or western event while on an out-of-town, overnight trip of one or more nights. The most popular events were country and western music concerts (5.4%) and auto races (4.3%) followed by rodeos (2.5%) horse races (2.3%), and equine competitions (0.7%). 50.0% (13,163,645 adult Americans) of those who attended an equestrian or western event while on a trip reported that this activity was the main reason for taking at least one trip in the past two years. Attending an auto race was more likely than the other types of events to be cited as the main reason for taking a trip. Fig. 1 Incidence of Attending Equestrian & Western s While on Trips 1 Number Who Attended an Equestrian or Western 2 Percent of Travelers 4 Percent of Total U.S. Population 5 Percent Main Reason for Trip 3 Size of Market 26,347,324 13,163,645 170,510,241 222,846,268 Equestrian & Western s (All Activities) 26,347,324 50.0% 15.5% 12.0% Country & western music concert 11,990,326 41.0% 7.0% 5.4% Auto race 9,516,186 63.2% 5.6% 4.3% Western theme event, such as a rodeo 5,506,699 36.2% 3.2% 2.5% Horse race 5,148,945 39.2% 3.0% 2.3% Equine (Horse) competition 2,034,742 46.1% 1.2% 0.9% Participated in all five activities 72,359 33.0% LT 0.1% LT 0.1% 1 - Trips are defined as out-of-town trips for any purpose involving an overnight stay of one or more nights. Trips NOT involving overnight stays are NOT examined in this report. 2 - Defined as individuals who attended equestrian and western events while on an out-of-town, overnight trip of one or more nights during the past two years and who took at least one out-of-town pleasure trip of one or more nights during the past two years. This column reports the number of individuals who participated in the activity on at least one trip during the last two years. 3 - This column reports the percent who participated in each activity who stated that the activity was the main reason for taking at least one trip during the past two years. 4 - Travelers are defined as individuals who have taken at least one out-of-town pleasure trip of one or more nights in the last two years. This column reports the percent of Travelers who participated in each activity on at least one trip during the last two years. 5 - This column reports the percent of the Total U.S. Adult Market who participated in each activity on a trip during the past two years.
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 4 Incidence by Region, State and Population Size Those who attended equestrian and western events while on trips are slightly overrepresented relative to the average U.S. Traveler among those living in the West North Central and East South Central regions of the United States. They are more likely to live in small towns and rural areas (population less than 100,000) than in larger communities. Fig. 2 Geographic Distribution & Population Size of Those Who Attended Equestrian s While on Trips Total Population Estimated Number Who Went to Equestrian & Western s on a Trip Percent of Travelers in Region Who Went to Equestrian & Western s on a Trip Percent of Total Regional Population Who Went to Equestrian & Western s on a Trip United States 222,846,268 26,347,324 15.5% 12.0% New England 11,095,629 1,363,033 15.9% 12.4% Middle Atlantic 31,005,526 3,174,199 13.8% 10.4% East North Central 34,621,254 4,375,474 16.4% 12.8% West North Central 15,024,360 2,203,121 18.3% 14.9% South Atlantic 42,602,998 4,979,143 15.5% 11.8% East South Central 13,597,436 1,695,872 17.7% 12.7% West South Central 24,853,901 2,758,962 15.2% 11.3% Mountain 15,030,720 2,005,306 16.5% 13.4% Pacific 34,529,689 3,724,799 13.3% 10.9% Alaska 484,754 67,416 16.0% 13.9% Not Available 745,757 123,316 19.9% 16.5% Less than 100,000 29,429,442 4,282,085 20.6% 14.7% 100,000 to 499,999 36,551,501 4,686,498 17.3% 12.9% 500,000 to 1,999,999 52,335,815 6,251,796 15.7% 12.1% 2,000,000 or more 103,783,753 11,003,629 13.4% 10.7% Those who attended equestrian and western events when on trips are most likely to live in New Mexico, Wyoming, North and South Dakota, and Nebraska. They are least likely to live in the District of Columbia, Maine, New Hampshire, Washington State and New York State (see Fig. 3 on next page).
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 5 Region Fig. 3 Those Who Attended Equestrian & Western s While on Trips by U.S. State State Population of State Estimated Number Went to Equestrian & Western s Percent of Travelers in State Percent of State Population United States All States 222,846,268 26,347,324 15.5% 12.0% New England Connecticut 2,685,692 308,393 14.9% 11.9% Maine 1,047,770 79,258 10.9% 7.6% Massachusetts 4,423,562 668,465 19.1% 15.2% New Hampshire 1,604,344 132,652 11.1% 8.3% Rhode Island 837,445 93,613 13.5% 11.2% Vermont 496,816 80,651 21.1% 16.2% Middle New Jersey 6,708,501 707,152 13.6% 10.8% Atlantic New York 14,727,054 1,466,098 13.3% 10.1% Pennsylvania 9,569,972 1,000,948 14.6% 10.5% East Illinois 9,521,097 1,088,892 14.7% 11.6% North Indiana 4,717,624 668,574 18.7% 14.3% Central Michigan 7,709,890 903,515 15.1% 11.8% Ohio 8,412,962 1,102,474 17.8% 13.3% Wisconsin 4,259,682 612,019 17.8% 14.4% West Iowa 2,262,393 334,164 18.7% 14.9% North Kansas 2,304,474 280,076 15.8% 12.5% Central Minnesota 3,946,220 530,546 15.7% 13.4% Missouri 4,138,758 617,897 19.3% 15.0% Nebraska 1,304,361 236,774 22.6% 18.7% North Dakota 488,140 101,117 24.6% 20.8% South Dakota 580,015 102,548 22.8% 18.7% South Delaware 646,427 76,669 15.7% 12.8% Atlantic District of Columbia 521,285 30,436 8.8% 5.8% Florida 13,937,467 1,540,318 14.3% 11.2% Georgia 6,668,302 782,679 15.4% 11.8% Maryland 3,428,206 366,864 13.8% 10.7% North Carolina 6,651,453 856,227 17.4% 13.1% South Carolina 3,241,944 404,081 17.1% 12.5% Virginia 5,957,159 765,847 16.7% 12.9% West Virginia 1,550,755 156,023 17.9% 10.1% East Alabama 3,431,591 340,261 14.1% 10.2% South Kentucky 3,447,277 516,810 21.2% 15.2% Central Mississippi 2,156,793 194,008 14.0% 9.0% Tennessee 4,561,775 644,793 19.4% 14.5% West Arkansas 2,103,346 308,643 21.7% 14.7% South Louisiana 3,367,908 341,397 15.2% 10.7% Central Oklahoma 2,643,565 307,248 16.3% 12.1% Texas 16,739,082 1,801,675 14.3% 10.9% Mountain Arizona 4,451,660 496,803 14.1% 11.2% Colorado 3,501,822 439,687 15.2% 12.6% Idaho 1,044,920 111,820 13.6% 10.7% Montana 726,027 117,516 19.5% 16.2% Nevada 1,809,582 237,353 16.4% 13.1% New Mexico 1,433,596 312,915 28.4% 21.8% Utah 1,671,322 203,902 14.6% 12.5% Wyoming 391,790 85,312 25.6% 22.4% Pacific Alaska 484,754 67,416 16.0% 13.9% California 26,965,837 2,935,454 13.4% 11.0% Oregon 2,793,303 299,382 13.9% 10.8% Washington 4,770,549 489,963 12.8% 10.4%
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 6 Demographic Profile Those who attended equestrian and western events while on trips are slightly more likely to be male than female. They are typically married and somewhat older than the average U.S. Traveler (57.2% 45 years of age and older). They tend to have trade, technical or high school education and average household incomes ($76,438). Fig. 4 Demographic Profile of Those Who Attended Equestrian & Western s on Trips Relative to All U.S. Travelers Attended an Equestrian and Western Did Not Attend an Equestrian and Western 1 Travelers Index 2 Attribute Size of Market 26,347,324 144,162,917 170,510,241 100 Gender Male 51.7% 47.9% 48.5% 107 Female 48.3% 52.1% 51.5% 94 Age of 18 to 24 9.9% 11.0% 10.8% 92 Respondent 25 to 34 17.0% 21.7% 21.0% 81 35 to 44 16.0% 17.5% 17.3% 93 45 to 54 22.3% 20.8% 21.0% 106 55 to 64 18.8% 14.9% 15.5% 121 65 Plus 16.1% 14.1% 14.4% 112 Average Age 47.2 45.1 45.4 N/A Marital Status Not married 29.2% 30.8% 30.5% 96 Married 70.8% 69.2% 69.5% 102 Parental No children under 18 76.4% 68.9% 70.0% 109 Status Children under 18 23.6% 31.1% 30.0% 79 Education High school or less 22.2% 20.2% 20.5% 108 Trade, Technical, Community Col. 23.8% 20.9% 21.4% 112 University Degree 39.4% 41.3% 41.1% 96 Post Graduate Degree 14.6% 17.5% 17.1% 85 Household Under $20,000 7.3% 8.2% 8.1% 90 Income $20,000 to $39,999 15.9% 16.3% 16.2% 98 $40,000 to $59,999 17.0% 16.6% 16.7% 102 $60,000 to $79,999 15.5% 14.5% 14.7% 106 $80,000 to $99,999 11.5% 11.6% 11.6% 99 $100,000 to $149,999 15.0% 14.2% 14.4% 105 $150,000 or more 7.1% 6.6% 6.7% 106 Not stated 10.7% 11.9% 11.7% 92 Average Household Income $76,438 $73,908 $74,303 N/A 1 - Those who Did Not Attend an Equestrian or Western are defined as individuals who took at least one out-of-town, overnight, pleasure trip of one or more nights in the last two years but did not attend an equestrian or western event on any trip. The number of Equestrian & Western Attendees and Non-Attendees equals the number of Travelers. 2 - The Index is calculated by dividing the percent for those who attended an equestrian or western event in each group by the percent of Travelers in each group. The Index indicates the extent to which those who attended Equestrian & Western s are over or under-represented relative to the average Traveler. An index of 100 means the percent participating in the activity is the same as that of the average U.S. Traveler. Index values over 100 indicate that those participating in the activity are over-represented relative to the average U.S. Traveler. Index values less than 100 indicate that those participating in the activity are under-represented relative to the average U.S. Traveler.
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 7 Travel Activity (During Last Two Years) Those who attended equestrian and western events while on trips traveled more frequently during the past two years than the average U.S. Traveler. They were slightly more likely than average to have traveled within the United States, but much more likely than the average U.S. Traveler to have visited Mexico, the Caribbean and overseas destinations during the past two years. Those who attended equestrian and western events when on trips were more likely than the average U.S. Traveler to have taken a trip to Canada in the past two years (20.6% versus 14.6%). The most common destinations in Canada were Ontario (11.9%), British Columbia (6.1%) and Quebec (4.9%), however this segment was also overrepresented among U.S. visitors to all Canadian provinces or territories. They were especially likely to be over-represented among U.S. visitors to the Atlantic Provinces, the Prairie Provinces and the Canadian territories. Fig. 5 Percent Traveling to Canada and Other Destinations during Past Two Years Did Not Attended an Equestrian Attend an Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 All destinations 91.8% 84.2% 85.4% 107 Canada 20.6% 13.5% 14.6% 141 Newfoundland and Labrador 0.9% 0.3% 0.4% 224 Prince Edward Island 1.3% 0.5% 0.6% 218 New Brunswick 1.6% 0.7% 0.8% 191 Nova Scotia 2.6% 1.1% 1.3% 196 Quebec 4.9% 2.8% 3.1% 158 Ontario 11.9% 7.6% 8.3% 143 Manitoba 1.1% 0.4% 0.5% 211 Saskatchewan 0.9% 0.4% 0.5% 194 Alberta 2.2% 1.0% 1.2% 185 British Columbia 6.1% 3.8% 4.1% 148 Yukon 1.2% 0.4% 0.6% 218 Northwest Territories 0.7% 0.3% 0.4% 182 Nunavut 0.1% LT 0.1% LT 0.1% 151 Own State 87.6% 78.3% 79.7% 110 Other parts of the U.S. 95.2% 89.8% 90.6% 105 Mexico 18.7% 12.6% 13.6% 138 Caribbean 16.4% 12.1% 12.7% 129 All other destinations 11.1% 9.3% 9.5% 116
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 8 Appeal of Selected U.S. States, Canadian Provinces and Canadian Territories The respondents were asked to rate the appeal of each of Canada s provinces and territories on a ten-point appeal scale where 10 is Very Appealing and 1 is Very Unappealing. They were also asked to rate selected U.S. states (New York State, Colorado, Florida, California, Hawaii and Arizona) to provide a frame of reference. Those who attended equestrian and western events while on trips rated most Canadian provinces and territories to be as appealing as the average U.S. Traveler. British Columbia and Ontario (both 6.2) received the highest ratings, while the Prairie Provinces and northern territories were rated slightly more positively by this segment. Similar to other U.S. Travelers, those who attended equestrian and western events rated the U.S. reference states as being more appealing than the Canadian provinces or territories. Hawaii (8.3) received the highest rating among all destinations. Newfoundland and Labrador Nova Scotia New Brunswick Fig. 6 Overall Rating of Appeal of Provinces, Territories and Selected U.S. States on a 10-Point Appeal Rating Scale (Higher Scores=More Appealing) Prince Edward Island Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories New York State Colorado Florida California Hawaii Arizona Attended Equestrian & Western s Did Not Attend Equestrian & Western s 0 2 4 6 8 10
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 9 Other Culture and Entertainment Activities Pursued While on Trips Those who attended equestrian and western events while on trips were much more likely than the average U.S. Traveler to pursue culture and entertainment activities while traveling. In addition to attending other types of fairs and festivals, the majority went shopping and dining, visited historical sites, museums and art galleries, went to casinos, theatre and comedy clubs, and visited theme parks and exhibits. Relative to the average U.S. Traveler, this segment was especially likely to participate in agro-tourism, aboriginal cultural experiences and participatory historical activities. They were also more likely than average to attend sports events (e.g., professional sports events, amateur tournaments, national & international sporting events) and theatre, film and music festivals. Fig. 7 Cultural and Entertainment Activities Pursued While on Trips (See Appendix One for a Definition of Each Type of Culture & Entertainment Activity) Attended an Equestrian Did Not Attend an Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Shopping & Dining 86.8% 76.0% 77.7% 112 Historical Sites, Museums & Art Galleries 68.4% 50.7% 53.5% 128 Casino, Theatre & Comedy Clubs 66.7% 41.5% 45.4% 147 Fairs & Festivals 65.7% 36.4% 41.0% 160 Theme Parks & Exhibits 65.0% 46.0% 49.0% 133 Fine Dining & Spas 44.2% 30.9% 33.0% 134 Science & Technology Exhibits 39.5% 22.1% 24.8% 159 Wine, Beer & Food Tastings 37.7% 20.2% 22.9% 164 Rock Concerts & Recreational Dancing 30.4% 12.5% 15.3% 199 Professional Sports s 30.2% 13.5% 16.1% 187 Agro-Tourism 26.6% 11.1% 13.5% 196 Garden Theme Attractions 23.9% 11.8% 13.7% 175 High Art Performances 20.9% 9.1% 10.9% 191 Theatre, Film & Music Festivals 18.3% 6.5% 8.3% 221 Aboriginal Cultural Experiences 16.1% 7.2% 8.6% 188 Amateur Tournaments 14.9% 6.4% 7.7% 194 Archaeological Digs & Sites 9.2% 4.9% 5.5% 166 Participatory Historical Activities 8.5% 3.1% 3.9% 217 National & International Sporting s 4.8% 1.3% 1.9% 259
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 10 Culture and Entertainment Activities Pursued While Not on Trips Those who attended equestrian and western events while on trips were also quite active in culture and entertainment activities while NOT traveling. The majority in this segment visited restaurants, festivals or fairs, zoos or aquariums, amateur sporting events and historic sites or heritage buildings when at home. They were also twice as likely as the average U.S. Traveler to go to local rodeos. Fig. 8 Cultural and Entertainment Activities Pursued While Not on Trips Attended an Equestrian Did Not Attend an Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Going out to eat in restaurants 95.0% 92.4% 92.8% 102 Going to festivals or fairs 76.2% 63.5% 65.5% 116 Going to zoos or aquariums 54.2% 44.1% 45.6% 119 Going to amateur sporting events 53.1% 37.5% 39.9% 133 Going to historic sites or heritage buildings 50.2% 38.3% 40.1% 125 Going to professional sporting events 48.6% 32.4% 34.9% 139 Going to amusement or theme parks 46.0% 36.7% 38.1% 121 Going to museums 42.5% 36.6% 37.5% 113 Going to gamble in casinos 39.4% 25.9% 28.0% 141 Going to pick-your-own farms or farmers' market 37.7% 30.5% 31.6% 119 Going to live theatre 34.8% 28.1% 29.2% 119 Going to art galleries or art shows 34.0% 26.6% 27.8% 123 Going to bars with live pop or rock bands 32.5% 21.9% 23.6% 138 Going dancing 30.8% 19.0% 20.8% 148 Going to rock music concerts 30.5% 19.6% 21.3% 143 Going to botanical gardens 26.5% 18.8% 20.0% 133 Going to rodeos 21.9% 5.7% 8.2% 267 Going to classical music concerts 19.1% 14.1% 14.9% 128 Staying overnight in a hotel or B&B in own city 15.8% 9.6% 10.6% 149 Going to day spas 13.9% 9.6% 10.3% 135 Going to jazz clubs 11.9% 7.2% 7.9% 150 Going to the ballet 9.5% 6.6% 7.0% 134 Going to the opera 8.0% 5.3% 5.7% 140
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 11 Outdoor Activities Pursued While on Trips Equestrian attendees were more active than the average U.S. Traveler in outdoor activities while on trips. Relative to the average U.S. Traveler they were much more likely to have gone horseback riding, hunting, snowmobiling or ATVing and motorcycling while on trips. They were also more likely to have participated in a board & blade activity as well as an extreme sport while traveling. Fig. 9 Outdoor Activities Pursued While on Trips (See Appendix Two for a Definition of Each Type of Outdoor Activity) Did Not Attended an Attend an Equestrian Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Ocean Activities (e.g., swimming in ocean, ocean kayaking) 50.2% 37.6% 39.6% 127 Wildlife Viewing 49.7% 32.2% 34.9% 142 Boating & Swimming (e.g., motorboating, swimming in lakes) 35.5% 18.4% 21.0% 169 Games & Individual Sports (e.g., tennis, board games) 35.4% 19.8% 22.2% 159 Hiking, Climbing & Paddling 33.0% 21.7% 23.5% 141 Fishing 31.1% 16.6% 18.8% 165 Exercising & Jogging 20.8% 12.8% 14.1% 148 Golfing 17.1% 9.5% 10.7% 161 Horseback Riding 14.3% 4.7% 6.2% 232 Team Sports (e.g., football, baseball, basketball) 14.1% 6.7% 7.9% 179 Snowmobiling & ATVing 14.1% 5.9% 7.1% 197 Hunting 11.3% 4.3% 5.4% 209 Downhill Skiing & Snowboarding 11.1% 7.5% 8.0% 138 Cycling 10.7% 5.5% 6.3% 170 Board & Blade (e.g., skateboarding, ice-skating) 7.9% 3.3% 4.0% 197 Sailing & Surfing (e.g., sailing, windsurfing, parasailing) 7.9% 4.2% 4.8% 166 Motorcycling 7.1% 2.3% 3.1% 234 Scuba & Snorkelling 6.4% 3.6% 4.1% 158 Extreme Air Sports (e.g., parachuting, bungee jumping) 5.0% 1.1% 1.7% 291 Cross-country Skiing & Snowshoeing 3.3% 1.6% 1.9% 179 Extreme Skiing (e.g., heli-skiing, overnight x-country trips) 0.8% 0.2% 0.3% 246
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 12 Outdoor Activities Pursued While Not on Trips When NOT traveling, those who attended equestrian and western events on trips were more active than the average U.S. Traveler in most types of outdoor activities. The majority in this segment went on day outings to a park and picnicking, swimming, exercised at home or at a fitness club, and gardened when not traveling. Relative to the average U.S. Traveler, they were much more likely to go hunting, ATVing, horseback riding and snowmobiling when not on a trip. Fig. 10 Outdoor Activities Pursued While NOT on Trips Did Not Attended an Attend an Equestrian Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Day outing to a park 69.2% 62.0% 63.1% 110 Swimming 64.4% 55.1% 56.5% 114 Gardening 60.5% 51.7% 53.1% 114 Exercising at home or at a fitness club 59.0% 55.5% 56.0% 105 Picnicking 57.9% 45.9% 47.7% 121 Fishing 47.0% 30.2% 32.8% 144 Hiking 39.7% 31.2% 32.5% 122 Camping 38.9% 24.5% 26.7% 146 Sailing or other boating 31.1% 17.9% 20.0% 156 Cycling 28.0% 21.9% 22.9% 122 Golfing 24.0% 17.2% 18.3% 131 Jogging 21.9% 19.1% 19.5% 112 Hunting 20.8% 10.1% 11.8% 177 Riding an all-terrain vehicle (ATV) 20.5% 9.8% 11.5% 179 Playing team sports 19.6% 15.1% 15.8% 124 Horseback riding 18.5% 6.8% 8.6% 215 Playing racquet sports (e.g., tennis or badminton) 17.2% 12.5% 13.2% 131 Canoeing or kayaking 11.0% 7.3% 7.8% 140 Rollerblading 9.7% 6.9% 7.3% 133 Downhill skiing 7.5% 5.4% 5.7% 131 Ice-skating 7.4% 5.2% 5.5% 135 Snowmobiling 6.7% 2.7% 3.3% 203 Snowboarding 3.8% 2.5% 2.7% 142 Cross-country skiing 3.7% 2.3% 2.5% 146 Skateboarding 3.4% 2.0% 2.2% 157
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 13 Accommodations Stayed In While on Trips Those who attended equestrian and western events when on trips tended to stay in a public campground or at a seaside resort when traveling. This segment was much more likely than the average U.S. Traveler to have stayed in a motor home or RV and on a farm or guest ranch. They were also much more likely to have stayed at many of the more unusual types of accommodation (e.g., country inn or resort with gourmet restaurant, houseboat, cooking or wine tasting school, remote or fly-in wilderness lodge or outpost). Fig. 11 Accommodations Stayed In While on Trips Attended an Equestrian Did Not Attend an Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 A Public Campground in a National, State, Provincial or Municipal Park 27.4% 15.0% 16.9% 162 Seaside Resort 26.4% 16.9% 18.3% 144 Lakeside/Riverside Resort 23.5% 10.4% 12.4% 189 A Private Campground 18.3% 8.7% 10.2% 180 Ski Resort or Mountain Resort 13.7% 8.1% 9.0% 153 A Motor Home or RV while Traveling or Touring (Not a Camping Trip) 10.3% 3.1% 4.2% 242 A Camp Site in a Wilderness Setting (Not a Campground) 8.5% 4.0% 4.7% 180 Wilderness Lodge You Can Drive to by Car 7.0% 2.9% 3.5% 199 Health Spa 6.2% 2.6% 3.1% 199 Farm or Guest Ranch 5.2% 1.4% 2.0% 262 Country Inn or Resort with Gourmet Restaurant 5.0% 1.4% 2.0% 250 On a Houseboat 4.3% 0.9% 1.4% 299 Remote or Fly-In Wilderness Lodge 2.0% 0.6% 0.8% 246 Cooking School 1.7% 0.4% 0.6% 289 Wine Tasting School 1.3% 0.3% 0.4% 300 Remote or Fly-In Wilderness Outpost 1.3% 0.3% 0.4% 283
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 14 Tours and Cruises Taken During Past Two Years Equestrian attendees were more likely than the average U.S. Traveler to have taken tours and cruises in the past two years. The most popular types of tours were sameday tours (both self-guided and organized), city tours and scenic countryside drives. Relative to the average U.S. Traveler, they were especially likely to have taken a tour of a casino, winery or factory, air tours and freshwater cruises (e.g., cruises on the Great Lakes and other lakes or rivers cruises) during the past two years. Fig. 12 Tours and Cruises Taken During Past Two Years Attended an Equestrian and Western Did Not Attend an Equestrian and Western Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 A self-guided sameday tour while on an overnight trip 28.6% 17.5% 19.2% 149 An organized sameday guided tour while on an overnight trip 24.3% 17.5% 18.5% 131 Around the city 23.4% 14.4% 15.8% 148 Around the country side - scenic drives 21.8% 11.5% 13.1% 166 A self-guided overnight tour where you stayed in different locations 17.2% 9.1% 10.4% 166 On the water (sightseeing cruise) 12.7% 6.9% 7.8% 163 Some other type of tour 12.7% 8.1% 8.8% 143 An organized overnight guided tour where you stayed in different locations 12.4% 7.0% 7.9% 158 An organized overnight guided tour where you stayed in a single location 12.0% 5.8% 6.7% 179 Caribbean ocean cruise 12.0% 8.4% 9.0% 133 Wilderness tour 11.4% 6.7% 7.4% 154 To a casino 11.1% 3.8% 4.9% 227 To a winery 7.3% 2.9% 3.6% 205 Ocean cruise - Other 6.7% 4.5% 4.8% 139 To a factory 4.1% 1.4% 1.8% 224 Cruise on another lake or river 3.8% 1.6% 2.0% 194 Alaskan ocean cruise 3.8% 2.3% 2.5% 153 In the air as a pilot or passenger of an airplane or helicopter 3.2% 1.1% 1.4% 226 Some other type of cruise 3.1% 1.5% 1.7% 179 Great Lakes cruise 1.3% 0.2% 0.4% 323 Cruise on the St. Lawrence River 0.6% 0.2% 0.3% 206 Submarine cruise 0.5% 0.2% 0.2% 219
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 15 Benefits Sought While on Vacation Similar to most U.S. Travelers, the majority of those who attended equestrian and western events while on trips take a vacation to get a break from their day-to-day environment, relax and relieve stress, create lasting memories, enrich family relationships and live without a fixed schedule. This segment is slightly more likely than others to consider it important that their vacations offer something new and different to see or do, are intellectually stimulating and offer opportunities to learn (e.g., enrich perspective on life, learn about the history and cultures of other places). Fig.13 Benefits Sought While on Vacation (Percent Rating Each Benefit as Highly Important ) To get a break from your day-to-day environment To relax and relieve stress To create lasting memories To enrich your relationship with your spouse/partner/children To have a life with no fixed schedule To see or do something new and different To keep family ties alive To enrich your perspective on life To gain knowledge of history, other cultures or other places To renew personal connections with people (other than family) To stimulate your mind/be intellectually challenged To be pampered To have stories to share back at home To be challenged physically/to feel physically energized To seek solitude and isolation 27% 23% 24% 19% 22% 18% 22% 18% 17% 15% 15% 12% 15% 11% 13% 12% 60% 57% 58% 54% 56% 52% 48% 42% 46% 46% 72% 71% 72% 71% Attended Equestrian & Western s Did Not Attend Equestrian & Western s 0% 10% 20% 30% 40% 50% 60% 70% 80%
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 16 Other Attributes of a Destination Considered Important The majority of those who attended equestrian and western events consider it important that they feel safe while on vacation. They also consider it important that a destination is conveniently accessible by car and has lots of things to see and do. The availability of camping tends to be more important to this segment than to other U.S. Travelers. Fig. 14 Importance of Destination Attributes (% Rating Each Attribute as Highly Important ) Feeling safe at the destination Convenient access by car 54% 51% Lots of things for adults to see and do 51% 47% No health concerns at the destination 44% 43% Availability of mid-range accommodation 33% 32% Low cost package deals available for the destination 30% 32% Availability of budget accommodation 28% 30% Information about the destination available on the Internet 27% 29% Direct access by air 26% 26% Being familiar with the culture and language of the destination 24% 23% Lots of things for children to see and do 18% 21% Great shopping opportunities 17% 16% Having friends or relatives living there 13% 14% Availability of camping 7% 12% Destination is disabled-person-friendly 11% 9% Availability of luxury accommodation 10% 9% Being at a place that is very different, culturally than mine 9% 7% Convenient access by train/bus 9% 8% Attended Equestrian & Western s Did Not Attend Equestrian & Western s 73% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80%
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 17 How Destinations Are Selected Similar to U.S. Travelers overall, the majority of those who attended equestrian and western events start planning their vacations with a desired destination in mind. However this segment is more likely than the average U.S. Traveler to begin their vacation planning by considering what activities they want to do. They are also likely to be more responsive to vacation packages than the average U.S. Traveler. Fig. 15 How Destinations Are Selected (Summer and Winter Vacations) Did Not Attended an Equestrian Attend an Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Summer Started with a desired destination in mind 56.6% 58.5% 58.2% 97 Started by considering specific activities wanted to do 13.0% 9.3% 9.9% 131 Started with a certain type of vacation experience in mind 18.8% 17.0% 17.3% 109 Looked for packaged deals - no destination in mind 1.7% 1.0% 1.1% 153 Considered something else first 3.4% 4.8% 4.6% 74 Don't know / Other 6.5% 9.4% 8.9% 73 Winter Started with a desired destination in mind 58.2% 59.1% 58.9% 99 Started by considering specific activities wanted to do 13.3% 10.8% 11.3% 118 Started with a certain type of vacation experience in mind 15.4% 14.6% 14.8% 104 Looked for packaged deals - no destination in mind 2.0% 1.3% 1.4% 143 Considered something else first 4.0% 5.6% 5.3% 74 Don't know / Other 7.1% 8.5% 8.3% 86
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 18 Trip Planning and Information Sources Consulted Most of those who attended equestrian and western events on trips were responsible for planning their trips either on their own (40.8%) or with someone else (18.0%). They tend to consult a much wider variety of sources than the typical U.S. Traveler. The majority use Internet websites, past experience and word-of-mouth to plan trips. Relative to the average U.S. Traveler, they are also more likely to obtain information from official provincial or state sources such as official travel guides and visitor information centres. They are also more likely to consult articles and advertising in newspapers or magazines, travel information received in the mail, television programs and advertising, and trade, travel or sports shows. Fig. 16 Who Plans Vacations and Information Sources Consulted Did Not Attended an Attend an Equestrian Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Who Plans Respondent plans trips 40.8% 38.9% 39.2% 104 Trips? Trip planning a shared responsibility 18.0% 17.5% 17.6% 102 Someone else plans trips 41.3% 43.6% 43.2% 95 Information An Internet website 76.6% 75.9% 76.0% 101 Sources Past experience / Been there before 63.2% 52.8% 54.5% 116 Consulted Advice of others / Word-of-mouth 51.9% 44.1% 45.4% 114 Maps 39.4% 31.4% 32.7% 121 Official travel guides or brochures from state/province 29.6% 18.8% 20.6% 144 Visitor information centres 29.4% 18.6% 20.4% 144 An auto club such as AAA 28.7% 23.1% 24.0% 119 Articles in newspapers / magazines 27.8% 16.3% 18.1% 153 Travel information received in the mail 24.0% 14.2% 15.8% 152 A travel agent 22.5% 17.9% 18.6% 120 Advertisements in newspapers / magazines 17.7% 9.6% 10.9% 163 Travel guide books such as Fodor's 13.4% 11.7% 12.0% 112 Programs on television 12.9% 6.0% 7.1% 181 An electronic newsletter or magazine received by e-mail 8.7% 5.5% 6.0% 145 Advertisements on television 7.8% 3.2% 4.0% 196 Visits to trade, travel or sports shows 5.9% 1.8% 2.4% 243
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 19 Use of the Internet to Plan and Arrange Trips Those who attended equestrian and western events on trips are comparable to the average U.S. Traveler in their use of the Internet to plan (71.5%) and book trips (49.9%). The majority consult hotel or resort websites and travel planning / booking websites such as Expedia. Accommodation and airline tickets are the trip components most often purchased over the Internet. Fig. 17 Use of the Internet to Plan and Book Travel Attended an Equestrian Did Not Attend an Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Percent Using Does not use the Internet 28.4% 31.4% 31.0% 92 Internet to Plan Uses Internet to plan trips only 21.6% 19.8% 20.1% 108 or Book Travel Uses Internet to book part of trip 49.9% 48.7% 48.9% 102 Types of A website of a hotel or resort 57.4% 52.5% 53.3% 108 Websites A travel planning / booking website 57.3% 55.3% 55.6% 103 Consulted An airline's website 47.5% 45.2% 45.6% 104 A tourism website of a country / region / city 40.6% 34.1% 35.1% 116 A website of an attraction 39.2% 32.2% 33.4% 117 Some other website 28.1% 24.5% 25.1% 112 A cruise line website 15.8% 11.8% 12.4% 127 A motorcoach website 2.2% 1.2% 1.3% 165 Parts of Trips Accommodations 75.1% 71.2% 71.9% 105 Booked Over Air tickets 72.8% 70.1% 70.6% 103 The Internet Car rental 43.2% 37.0% 38.0% 114 Tickets or fees for specific activities or attractions 35.5% 24.6% 26.3% 135 A package containing two or more items 22.9% 16.8% 17.8% 129 Tickets for rail, bus or boat / ship fares 14.6% 11.4% 11.9% 123 Other 3.9% 2.7% 2.9% 134
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 20 Media Consumption Habits Those who attended equestrian and western events while on trips are more likely than the average U.S. Traveler to consume travel-related media. Most read the travel sections of newspapers and visit travel websites. They are also more likely than others to watch television shows and read magazines about travel. This segment is also much more likely than average to listen to country music radio and to consume sportsrelated programming (e.g., sports on TV, sports websites, sports magazines, all-sports radio). Fig. 18 Media Consumption Habits Attended an Equestrian Did Not Attend an Equestrian Travelers Index Size of Market 26,347,324 144,162,917 170,510,241 100 Newspaper Reads daily newspaper 66.5% 58.7% 59.9% 111 Readership Reads weekend edition of newspaper 59.7% 54.8% 55.5% 108 Reads local neighbourhood or community newspapers 58.6% 47.9% 49.5% 118 Reads other types of newspapers 19.6% 12.8% 13.9% 141 Frequently or occasionally reads travel section of daily newspaper 53.9% 41.0% 43.0% 126 Frequently or occasionally reads travel section of weekend newspaper 60.4% 47.3% 49.3% 123 Types of Photography and video 6.7% 3.4% 3.9% 172 Magazines Regional magazines 10.5% 6.1% 6.8% 155 Read Travel (e.g., Condé Nast) 16.2% 9.6% 10.6% 152 (Top 5 Indexed) Outdoor activities / sports 16.2% 9.7% 10.7% 151 Automobile and cycle magazines 29.3% 18.2% 20.0% 147 Type of Shopping channels 10.7% 7.2% 7.7% 138 Television Travel shows 37.8% 27.3% 28.9% 130 Programs Music / Music video shows / channels 36.4% 26.6% 28.1% 130 Watched Sports /sports shows 54.6% 43.3% 45.0% 121 (Top 5 Indexed) Biography 39.1% 31.7% 32.9% 119 Type of Country music 54.3% 28.5% 32.4% 167 Radio All sports 15.3% 11.3% 11.9% 128 Programs Oldies (50s, 60s, 70s, 80s) 51.9% 42.3% 43.8% 119 Listened To Multicultural 5.4% 4.6% 4.7% 115 (Top 5 Indexed) Jazz / Big band 11.2% 9.8% 10.0% 112 Types of Sports 37.6% 28.6% 30.0% 125 Websites Sites for specific activities or interests 39.3% 31.3% 32.5% 121 Visited Travel 57.8% 46.2% 48.0% 120 (Top 5 Indexed) Weather 64.8% 57.4% 58.5% 111 House and home 30.4% 28.4% 28.7% 106
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 21 Activity Segment Historical Sites, Museums & Art Galleries Shopping & Dining Aboriginal Cultural Experiences Fairs & Festivals Science & Technology Exhibits Theme Parks & Exhibits High Art Performances Professional Sporting s Theatre, Film & Musical Festivals Tastings Casino, Theatre & Comedy Clubs Participatory Historical Activities National & International Sporting s Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation Activities in Segment Well-known Historic Sites or Buildings Other Historic Sites, Monuments and Buildings Strolling Around a City to Observe Buildings and Architecture Museum - General History or Heritage Museums Shop Or Browse - Bookstore or Music Store Shop Or Browse - Clothing, Shoes and Jewellery Shop Or Browse - Local Arts & Crafts Studios or Exhibitions Dining - Restaurants Offering Local Ingredients and Recipes Aboriginal Cuisine (Tasted or Sampled) Aboriginal Heritage Attractions (e.g., Museums, Interpretive Centres) Aboriginal Festivals & s (e.g., Powwows) Farmers' Markets or Country Fairs Carnivals Exhibition or Fairs Food / Drink Festivals Science or Technology Museums Science & Technology Theme Parks Planetarium Amusement Park Water Theme Park Movie Theme Park Classical or Symphony Concert Opera Professional Football Games Professional Basketball Games Professional Baseball Games Theatre Festivals Comedy Festivals Literary Festivals or s Went to Wineries for Day Visits and Tasting Went to Breweries for Day Visits and Tasting Stand-Up Comedy Clubs and Other Variety Shows Went to a Casino Historical Re-Enactments (as an Actor) Curatorial Tours National / International Sporting s such as the Olympic Games Professional Figure Skating Well-known Natural Wonders Historical Replicas of Cities or Towns With Historic Re-Enactments Museum - Military / War Museums Art Galleries Shop Or Browse - Antiques Shop Or Browse - Gourmet Foods in Retail Stores Shop Or Browse - Greenhouse or Garden Centre Went to Local Outdoor Cafes Aboriginal Arts and Crafts Shows Aboriginal Cultural Experiences in a Remote or Rural Setting Aboriginal Outdoor Adventure and / or Sports Firework Displays Ethnic Festivals Free Outdoor Performances (e.g., Theatre, Concerts) in a Park Circus Children's Museums Went to an Imax Movie Theatre Aquariums Zoos Wax Museums Ballet or Other Dance Performances Jazz Concert Professional Golf Tournaments Professional Ice Hockey Games International Film Festivals Music Festivals Cooking / Wine Tasting Courses Visited Food Processing Plants (e.g., Cheese Factory) Live Theatre with Dinner Live Theatre Interpretive Program at a Historic Site or National / Provincial Park Curling Bonspiel Professional Soccer Games
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 22 Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation Gardens Theme Garden Theme Park Botanical Gardens Attractions Rock Concerts & Dancing Rock & Roll / Popular Music Concert Recreational Dancing Archaeological Digs & Sites Archaeological Digs Paleontological / Archaeological Sites Equine (Horse) Competitions Country / Western Music Concerts Equestrian & Western Western Theme s (e.g., Rodeos) Auto Races s Horse Races Fine Dining & Spas High-End Restaurants with an International Reputation Other High-End Restaurants Day Visit to a Health and Wellness Spa while on an Overnight Trip Dining At A Farm Harvesting and / or Other Farm Operations Agro-Tourism Went Fruit Picking at Farms or Open Fields Entertainment Farms (e.g., Corn Maze, Petting Barnyard) Amateur Tournaments Amateur Sports Tournaments and Amateur Tournaments and Competitions other Competitions than Sports-related
TAMS 2006: U.S. Activity Profile: Attending Equestrian & Western s While on Trips Page 23 Activity Segment Golfing Hunting Fishing Wildlife Viewing Hiking, Climbing & Paddling Boating & Swimming Ocean Activities Sailing & Surfing Appendix Two: U.S. TAMS 2006 Outdoor Activity Segmentation Activities in Segment Played During a Stay at a Golf Resort with Overnight Stay Played an Occasional Game While on a Trip Hunting for Small Game Hunting for Big Game Fresh Water Fishing Ice Fishing Viewing Land Based Animals Whale Watching & Other Marine Life Wildflowers / Flora Viewing Mountain Climbing / Trekking Rock Climbing Hiking / Backpacking in Wilderness Setting With Overnight Camping or Lodging Ice Climbing Motorboating Water Skiing Swimming in Oceans Sunbathing, Sitting on a Beach Sailing Wind Surfing Golf Tour Package to Play on Various Courses Hunting for Birds Salt Water Fishing Trophy Fishing Bird Watching Visited National, Provincial / State Park Viewing Northern Lights Fresh Water Kayaking / Canoeing White Water Rafting Same Day Hiking Excursion While on a Trip of 1+ Nights Wilderness Skills Courses Swimming in Lakes Snorkelling in Sea / Ocean Ocean Kayaking or Canoeing Parasailing Kite Surfing Scuba Diving in Lakes / Rivers Scuba Diving in Sea / Ocean Scuba & Snorkelling Snorkelling in Lakes / Rivers Exercising & Jogging Working Out in Fitness Centre Jogging or Exercising Outdoors Overnight Touring Trip Recreational - Same Day Excursion Cycling Mountain Biking Motorcycling Overnight Touring Trip Same Day Excursion Horseback Riding With an Overnight Stop Same Day Excursion All Terrain Vehicle - Overnight Touring Trip Snowmobiling As an Overnight Touring Trip Snowmobiling & ATVing All Terrain Vehicle - Same Day Excursion Snowmobiling Day Use on Organized Trail Downhill Skiing & Snowboarding Cross-country Skiing & Snowshoeing Extreme Skiing Hockey, Skating, Rollerblading & Skateboarding Extreme Air Sports Team Sports Games & Individual Sports Snowboarding Cross-country Skiing Heli-Skiing Ski Jouring Ice-Hockey Ice-Skating Parachuting Hang Gliding Football Baseball or Softball Board Games Volleyball Beach Volleyball Bowling Downhill Skiing Snowshoeing Cross Country or Back Country as an Overnight Touring Trip In-Line / Rollerblading Skateboarding Hot Air Ballooning Bungee Jumping Basketball Soccer Badminton Tennis Mini-Golf