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
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: LRITI @ USCB 2
Demographics
Salazar: LRITI @ USCB 4
Salazar: LRITI @ USCB 5
Salazar: LRITI @ USCB 6
Salazar: LRITI @ USCB 7
Salazar: LRITI @ USCB 8
Salazar: LRITI @ USCB 9
Point of Origin and MSA Markets
Sum of Visitors by Metropolitan Area 4,000 63 1 Salazar: LRITI @ USCB 11
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 317 19% 2 Charleston North Charleston, SC MSA 295 18% 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% 1632 100% Salazar: LRITI @ USCB 12
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 295 18% 17% 17% 17% 2 Atlanta Sandy Springs Marietta, GA MSA 317 19% 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% 1632 100% 0% 0% 0% VT20 NT20 VT20 ST20 Hilton Head Island and Savannah MSAs not included in the analysis Salazar: LRITI @ USCB 13
Visitor Characteristics
Salazar: LRITI @ USCB 15
Salazar: LRITI @ USCB 16
Salazar: LRITI @ USCB 17
Average Length of Stay = 4.1 Days Salazar: LRITI @ USCB 18
Day Tripper Overnight Locations Salazar: LRITI @ USCB 19
Day Trippers Staying in Bluffton Salazar: LRITI @ USCB 20
Salazar: LRITI @ USCB 21
Visitors Staying on Hilton Head Island Salazar: LRITI @ USCB 22
Salazar: LRITI @ USCB 23
Salazar: LRITI @ USCB 24
Salazar: LRITI @ USCB 25
Salazar: LRITI @ USCB 26
Salazar: LRITI @ USCB 27
Salazar: LRITI @ USCB 28
Salazar: LRITI @ USCB 29
Salazar: LRITI @ USCB 30
Average Visitor it Party Size = 2.07 people Salazar: LRITI @ USCB 31
Average Lodging Spend = $150 $199.99 Salazar: LRITI @ USCB 32
Average Restaurant Spend = $75 $99.99 Salazar: LRITI @ USCB 33
Average Retail Spend = $54 $74.99 Salazar: LRITI @ USCB 34
Average Recreation Spend = $50 $74.99 Salazar: LRITI @ USCB 35
Salazar: LRITI @ USCB 36
Salazar: LRITI @ USCB 37
Salazar: LRITI @ USCB 38
Salazar: LRITI @ USCB 39
Salazar: LRITI @ USCB 40
Salazar: LRITI @ USCB 41
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% 4.59 956 Display) Parades of Cars 54% 22% 3% 0% 0% 21% 4.63 972 Awards Ceremonies 41% 24% 5% 0% 0% 30% 4.49 936 Concessions 38% 32% 16% 2% 1% 11% 4.18 955 Retail Offerings 35% 34% 14% 1% 0% 16% 4.21 948 Hot Laps at Track 34% 16% 4% 1% 0% 44% 4.5 933 Guided Tours 24% 16% 5% 1% 0% 54% 4.36 903 Salazar: LRITI @ USCB 42
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% 4.67 965 Staff Friendliness 69% 25% 4% 0% 0% 1% 4.65 966 Opportunities to Learn About Cars 64% 29% 5% 0% 0% 2% 4.59 972 Ambiance 58% 31% 8% 0% 0% 3% 4.5 956 Overall Value of the Event 57% 32% 8% 1% 0% 2% 4.48 970 Interaction with Exhibitors 56% 33% 7% 0% 0% 4% 4.49 914 Crowd Flow 55% 34% 8% 1% 0% 2% 4.46 974 Parking 55% 32% 9% 2% 1% 2% 4.42 967 Consistency of the "2012 Motoring Festival and Concours d"elegance" theme throughout the festival 55% 31% 8% 1% 0% 6% 4.49 971 Event Layout and Design 54% 35% 9% 1% 0% 2% 4.45 976 Exhibits 52% 34% 9% 1% 0% 4% 4.44 958 Vendor Variety 43% 36% 15% 2% 0% 3% 4.24 949 Music 39% 35% 12% 1% 0% 13% 4.27 962 Cost 35% 39% 18% 3% 1% 4% 4.11 950 Quality of Beverage You Purchased 34% 29% 12% 1% 1% 24% 4.23 955 Quality of Food You Purchased 32% 28% 12% 1% 1% 25% 4.2 959 Quantity of Beverage Per Purchase 31% 29% 13% 1% 1% 25% 4.17 940 Quantity of Food Items per Purchase 29% 30% 13% 1% 0% 26% 4.17 952 Availability of Public Seating 28% 33% 16% 9% 1% 13% 3.9 967 Kid's Area 19% 14% 7% 1% 1% 58% 4.18 913 Salazar: LRITI @ USCB 43
Salazar: LRITI @ USCB 44
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% 3.59 610 Twitter 5% 13% 11% 3% 5% 64% 3.32 400 My Space 1% 3% 4% 1% 2% 88% 2.98 375 Linkedin 2% 12% 16% 16% 10% 44% 2.63 455 Other 5% 14% 8% 2% 3% 68% 3.49 346 Salazar: LRITI @ USCB 45
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% 3.65 642 40% 30% 9% 5% 17% 3.71 627 35% 30% 12% 6% 17% 3.6 627 42% 27% 10% 5% 17% 3.72 627 Salazar: LRITI @ USCB 46
Salazar: LRITI @ USCB 47
Salazar: LRITI @ USCB 48
Salazar: LRITI @ USCB 49
The Lowcountry & Resort Islands Tourism Institute @USCB For moreinformationcontact : John Salazar @ 843 208 8217 Salazar: LRITI @ USCB 50