Visiting Casinos, Theatre and Comedy Clubs While on Trips Of One or More Nights

U.S. TRAVEL MARKET Visiting Casinos, Theatre and Comedy While on Trips Of One or More Nights A Profile Report July 25, 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: Visiting Casinos, Theatre and Comedy on Trips Page 1 Executive Summary Over the last two years, 35.1% (77,456,942) of adult Americans went to a casino, live theatre or comedy club while on an out-of-town, overnight trip of one or more nights. Visiting a casino (27.2%) was the most popular activity, followed by attending a live theatre performance (10.3%), attending a comedy club or a variety show performance (8.5%), and attending a dinner theatre performance (4.9%). 39.1% (30,258,934) of those who went to a casino, a live theatre performance or a comedy club reported that this activity was the main reason for taking at least one trip in the last two years. Relative to the average U.S. Traveler, those who went to a casino, live theatre performance or comedy club while traveling tend to be older, married and without dependent children at home. They have an above-average level of education and above-average household incomes ($81,201). They are over-represented in the Pacific, Middle Atlantic and Mountain regions and tend to live in large cities (2 million or more). Over the past two years, this segment traveled more frequently than the average U.S. Traveler and they were somewhat more likely to have taken a trip to Canada (19.6% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec although they were over-represented among U.S. visitors to all Canadian provinces and territories making this a good secondary target market (although not a prime target) for Canadian tourism initiatives. Travelers who went to casinos, live theatre and comedy clubs were more likely than the typical U.S. Traveler to have pursued a wide variety of culture and entertainment activities while on trips. Relative to the average U.S. Traveler they were especially likely to attend high art performances and theatre, film and music festivals. They were also more likely to take tours and cruises, and especially ocean cruises (which often have casinos and other forms of live entertainment). They stayed most often at a seaside resort and exhibit particular interest in fine cuisine (e.g., country inn or resort with gourmet dining). They look for vacations which offer mid-priced or luxury accommodation, lots to see and do and an opportunity to be pampered. They are likely to more responsive to travel packages than the average U.S. Traveler. Most in this segment have used the Internet to plan (75.8%) and book (56.9%) vacations in the past two years. They are avid consumers of travel-related media (travel sections of weekend, travel magazines, websites, television shows) and they can also be targeted effectively through magazines that focus on city lifestyles as well as business, finance and investing.

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy 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 visited casinos, live theatre and comedy clubs 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: Visiting Casinos, Theatre and Comedy on Trips Page 3 Casino, Theatre & Comedy While on Trips Market Incidence Over the last two years, 35.1% (77,456,942) of adult Americans went to casinos, live theatre performances and comedy clubs while on an out-of-town, overnight trip of one or more nights. Visiting a casino was the most popular activity (27.2%), followed by attending live theatre performances (10.3%), stand-up comedy or other variety shows (8.5%) and dinner theatre performances (4.9%). 39.1% (30,258,934 adult Americans) of those who went to casinos, live theatre or comedy clubs while traveling report that this activity was the main reason for taking at least one trip in the past two years. Visiting a casino and attending live theatre or dinner theatre performances were more likely to be the main reason for a trip than attending comedy clubs and other variety shows. Fig. 1 Incidence of Those Who Went to Casinos, Live Theatre and Comedy While on Trips 1 Number Who Went to Casinos, Live Theatre or Comedy 2 Percent Main Reason for Trip 3 Percent of Travelers 4 Percent of Total U.S. Population 5 Size of Market 77,456,942 30,258,934 170,510,241 222,846,268 Casino, Theatre & Comedy (All Activities) 77,456,942 39.1% 45.4% 35.1% Casino 60,037,571 38.1% 35.2% 27.2% Live theatre 22,840,558 30.9% 13.4% 10.3% Stand-up comedy club and other variety shows 18,892,528 20.1% 11.1% 8.5% Live theatre with dinner 10,933,226 30.1% 6.4% 4.9% Participated in all four activities 1,873,946 16.4% 1.1% 0.8% 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 went to casinos, the theatre and comedy clubs 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: Visiting Casinos, Theatre and Comedy on Trips Page 4 Incidence by Region, State and Population Size Relative to the average U.S. Traveler, those who went to casinos, live theatre and comedy clubs while on trips are over-represented among those living in the Pacific, Middle Atlantic and Mountain regions of the United States. They are also more likely than average to live in large cities (population 2 million or more). Fig. 2 Geographic Distribution & Population Size of Those Who Went to Casinos, Live Theatre & Comedy While on Trips Total Population Estimated Number Who Went to Casino, Theatre & Comedy on a Trip Percent of Travelers in Region Went to Casino, Theatre & Comedy on a Trip Percent of Total Regional Population Went to Casino, Theatre & Comedy on a Trip United States 222,846,268 77,456,942 45.4% 35.1% New England 11,095,629 3,875,235 45.2% 35.1% Middle Atlantic 31,005,526 11,477,287 49.8% 37.3% East North Central 34,621,254 11,922,215 44.8% 34.7% West North Central 15,024,360 5,322,963 44.2% 36.0% South Atlantic 42,602,998 12,899,208 40.2% 30.5% East South Central 13,597,436 3,832,438 40.1% 28.5% West South Central 24,853,901 7,332,043 40.5% 30.0% Mountain 15,030,720 5,768,107 47.6% 38.7% Pacific 34,529,689 14,856,043 53.2% 43.4% Alaska 484,754 171,406 40.6% 35.5% Not Available 745,757 242,313 39.1% 32.6% Less than 100,000 29,429,442 8,180,936 39.4% 28.2% 100,000 to 499,999 36,551,501 11,373,396 41.9% 31.4% 500,000 to 1,999,999 52,335,815 17,346,520 43.6% 33.5% 2,000,000 or more 103,783,753 40,313,777 49.1% 39.2% Those who went to casinos, live theatre and comedy clubs while on trips are most likely to live in California, New Jersey, Arizona and Connecticut. They are least likely to live in West Virginia, Oklahoma, Vermont and Maine (see Fig. 3 on next page).

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 5 Region Fig. 3 Those Who Went to Casino, Theatre & Comedy While on Trips by U.S. State State Population of State Estimated Number Went to Casino, Theatre & Comedy Percent of Travelers in State Percent of State Population United States All States 222,846,268 77,456,942 45.4% 35.1% New England Connecticut 2,685,692 1,070,519 51.9% 40.2% Maine 1,047,770 252,471 34.9% 24.1% Massachusetts 4,423,562 1,631,382 46.6% 37.1% New Hampshire 1,604,344 442,668 37.1% 27.7% Rhode Island 837,445 345,502 49.6% 41.3% Vermont 496,816 132,693 34.7% 26.7% Middle New Jersey 6,708,501 2,787,123 53.6% 42.1% Atlantic New York 14,727,054 5,472,020 49.7% 37.5% Pennsylvania 9,569,972 3,218,144 47.0% 33.8% East Illinois 9,521,097 3,348,939 45.1% 35.6% North Indiana 4,717,624 1,433,863 40.1% 30.5% Central Michigan 7,709,890 2,903,709 48.4% 37.9% Ohio 8,412,962 2,620,350 42.4% 31.5% Wisconsin 4,259,682 1,615,353 46.9% 38.0% West Iowa 2,262,393 798,111 44.6% 35.8% North Kansas 2,304,474 743,852 42.0% 32.7% Central Minnesota 3,946,220 1,633,776 48.4% 41.7% Missouri 4,138,758 1,299,142 40.6% 32.0% Nebraska 1,304,361 481,574 46.0% 37.9% North Dakota 488,140 186,310 45.4% 38.8% South Dakota 580,015 180,199 40.1% 31.9% South Delaware 646,427 226,577 46.3% 36.0% Atlantic District of Columbia 521,285 171,400 49.3% 32.9% Florida 13,937,467 4,544,362 42.3% 32.8% Georgia 6,668,302 2,007,747 39.4% 30.4% Maryland 3,428,206 1,193,469 44.8% 35.2% North Carolina 6,651,453 1,772,124 36.0% 27.0% South Carolina 3,241,944 852,700 36.0% 26.8% Virginia 5,957,159 1,879,800 40.9% 31.6% West Virginia 1,550,755 251,029 28.9% 16.8% East Alabama 3,431,591 932,018 38.6% 27.3% South Kentucky 3,447,277 867,176 35.6% 25.3% Central Mississippi 2,156,793 673,626 48.7% 31.2% Tennessee 4,561,775 1,359,618 40.9% 30.4% West Arkansas 2,103,346 544,370 38.3% 26.1% South Louisiana 3,367,908 1,051,113 46.7% 32.2% Central Oklahoma 2,643,565 627,701 33.3% 24.0% Texas 16,739,082 5,108,859 40.7% 31.0% Mountain Arizona 4,451,660 1,840,400 52.2% 41.7% Colorado 3,501,822 1,360,386 47.1% 39.2% Idaho 1,044,920 368,720 44.9% 35.3% Montana 726,027 263,878 43.9% 37.4% Nevada 1,809,582 668,221 46.1% 36.9% New Mexico 1,433,596 494,358 44.9% 34.5% Utah 1,671,322 639,748 45.7% 38.8% Wyoming 391,790 132,396 39.7% 34.8% Pacific Alaska 484,754 171,406 40.6% 35.5% California 26,965,837 12,236,100 55.8% 45.8% Oregon 2,793,303 930,052 43.1% 33.6% Washington 4,770,549 1,689,891 44.2% 35.6%

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 6 Demographic Profile Those who went to casinos, live theatre and comedy clubs on trips are slightly older than the average U.S. Traveler (53.8% 45 or older). The majority are married, however they are less likely to have dependent children (18 and under) living at home. Their level of education (61.8% university or postgraduate degree) and household incomes ($81,201) are somewhat above-average. Fig. 4 Demographic Profile of Those Who Went to Casinos, Live Theatre and Comedy on a Trip Relative to All U.S. Travelers Did Not Go to Went to Casinos, Live Theatre or Comedy Casinos, Live Theatre or Comedy 1 Travelers Index 2 Attribute Size of Market 77,456,942 93,053,299 170,510,241 100 Gender Male 48.6% 48.4% 48.5% 100 Female 51.4% 51.6% 51.5% 100 Age of 18 to 24 9.1% 12.3% 10.8% 84 Respondent 25 to 34 21.2% 20.8% 21.0% 101 35 to 44 16.0% 18.4% 17.3% 92 45 to 54 21.4% 20.7% 21.0% 102 55 to 64 17.1% 14.1% 15.5% 110 65 Plus 15.3% 13.7% 14.4% 106 Average Age 46.4 44.7 45.4 N/A Marital Status Not married 30.0% 31.0% 30.5% 98 Married 70.0% 69.0% 69.5% 101 Parental No children under 18 75.4% 65.5% 70.0% 108 Status Children under 18 24.6% 34.5% 30.0% 82 Education High school or less 17.6% 22.9% 20.5% 86 Trade, Technical, Community Col. 20.6% 22.0% 21.4% 96 University Degree 42.5% 39.9% 41.1% 103 Post Graduate Degree 19.3% 15.2% 17.1% 113 Household Under $20,000 6.0% 9.8% 8.1% 75 Income $20,000 to $39,999 13.8% 18.3% 16.2% 85 $40,000 to $59,999 16.4% 16.9% 16.7% 98 $60,000 to $79,999 14.8% 14.5% 14.7% 101 $80,000 to $99,999 12.6% 10.7% 11.6% 109 $100,000 to $149,999 16.6% 12.5% 14.4% 116 $150,000 or more 8.6% 5.1% 6.7% 129 Not stated 11.1% 12.1% 11.7% 95 Average Household Income $81,201 $68,496 $74,303 N/A 1 - Those who Did Not Go to Casinos, Live Theatre or Comedy 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 go to a casino, live theatre or comedy club on any trip. 2 - The Index is calculated by dividing the percent for those who went to a casino, live theatre or a comedy club in each group by the percent of Travelers in each group. The Index indicates the extent to which those who went to casinos, live theatre or comedy clubs 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. 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: Visiting Casinos, Theatre and Comedy on Trips Page 7 Travel Activity (During Last Two Years) Those who went to casinos, live theatre and comedy clubs while on trips traveled more frequently than the average U.S. Traveler. They were more likely to have taken trips both within their own state and to other American states in the past two years. They were also more likely than average to have visited Mexico, the Caribbean and overseas destinations. Those who went to casinos, live theatre and comedy clubs while on trips were also more likely than the average U.S. Traveler to have taken a trip to Canada in the past two years (19.6% versus 14.6%). The most common destinations in Canada were Ontario (11.3%), British Columbia (5.7%) and Quebec (4.4%). However, this segment is over-represented among U.S. visitors to all Canadian provinces or territories and especially the Atlantic Region. This makes this segment a good, secondary target, although not a prime target, for Canadian tourism initiative. Fig. 5 Percent Traveling to Canada and Other Destinations during Past Two Years Went to Casinos, Live Theatre or Comedy Did Not Go to Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 All destinations 90.3% 81.3% 85.4% 106 Canada 19.6% 10.3% 14.6% 135 Newfoundland and Labrador 0.6% 0.2% 0.4% 155 Prince Edward Island 0.9% 0.4% 0.6% 146 New Brunswick 1.2% 0.5% 0.8% 149 Nova Scotia 2.1% 0.7% 1.3% 157 Quebec 4.4% 2.0% 3.1% 141 Ontario 11.3% 5.7% 8.3% 137 Manitoba 0.7% 0.4% 0.5% 124 Saskatchewan 0.7% 0.3% 0.5% 135 Alberta 1.7% 0.8% 1.2% 140 British Columbia 5.7% 2.8% 4.1% 139 Yukon 0.8% 0.3% 0.6% 147 Northwest Territories 0.5% 0.3% 0.4% 136 Nunavut 0.1% LT 0.1% LT 0.1% 118 Own State 84.0% 76.1% 79.7% 105 Other parts of the U.S. 95.2% 86.8% 90.6% 105 Mexico 19.7% 8.4% 13.6% 145 Caribbean 19.5% 7.1% 12.7% 153 All other destinations 12.5% 7.1% 9.5% 131

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy 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 went to casinos, live theatre and comedy clubs while on trips gave slightly higher ratings than other U.S. Travelers to all Canadian destinations. British Columbia (6.4) and Ontario (6.3) received the highest ratings. Similar to other U.S. Travelers, this segment rated the U.S. reference states as being more appealing than the Canadian provinces or territories. Hawaii (8.6) received the highest rating overall. 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) Newfoundland and Labrador Nova Scotia New Brunswick Prince Edward Island Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories New York State Colorado Florida California Hawaii Arizona Went To Casinos, Live Theatre or Comedy Did Not Go to Casinos, Live Theatre or Comedy 0 2 4 6 8 10

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 9 Other Culture and Entertainment Activities Pursued While on Trips Those who went to casinos, live theatre and comedy clubs while on trips were more likely than the average U.S. Traveler to pursue other culture and entertainment activities while traveling. The majority went shopping and dining, visited historical sites, museums and art galleries, visited theme parks and exhibits and attended fairs and festivals. Relative to the average U.S. Traveler, this segment was particularly more likely to attend high art performances, theatre, film and music festivals, and national and international sporting events. Clearly, travelers in this segment enjoy live entertainment. Fig. 7 Cultural and Entertainment Activities Pursued While on Trips (See Appendix One for a Definition of Each Type of Culture & Entertainment Activity) Went to Casinos, Live Theatre or Comedy Did Not Go to Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Shopping & Dining 86.7% 70.2% 77.7% 112 Historical Sites, Museums & Art Galleries 65.0% 43.8% 53.5% 122 Theme Parks & Exhibits 57.8% 41.6% 49.0% 118 Fairs & Festivals 54.0% 30.1% 41.0% 132 Fine Dining & Spas 46.2% 21.9% 33.0% 140 Science & Technology Exhibits 33.5% 17.5% 24.8% 135 Wine, Beer & Food Tastings 32.9% 14.6% 22.9% 143 Professional Sporting Events 23.8% 9.7% 16.1% 148 Rock Concerts & Recreational Dancing 23.7% 8.2% 15.3% 156 Equestrian & Western Events 22.7% 9.4% 15.5% 147 Garden Theme Attractions 19.3% 9.0% 13.7% 141 High Art Performances 18.3% 4.9% 10.9% 167 Agro-Tourism 18.0% 9.8% 13.5% 133 Theatre, Film & Musical Festivals 12.8% 4.6% 8.3% 154 Aboriginal Cultural Experiences 12.0% 5.7% 8.6% 140 Amateur Tournaments 10.6% 5.3% 7.7% 138 Archaeological Digs & Sites 7.5% 3.9% 5.5% 135 Participatory Historical Activities 5.4% 2.7% 3.9% 139 National & International Sporting Events 3.0% 0.9% 1.9% 164

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 10 Culture and Entertainment Activities Pursued While Not on Trips Those who went to casinos, live theatre and comedy clubs while on trips were more likely than the average U.S. Traveler to be quite active in many culture and entertainment activities when NOT traveling. The large majority dined in restaurants and attended festivals or fairs. They are also more likely than the typical U.S. Traveler to go to casinos and jazz clubs and to attend live theatre and high art performances (e.g., ballet, opera). They are also more likely than average to go dancing and to day spas. Fig. 8 Cultural and Entertainment Activities Pursued While Not on Trips Went to Casinos, Live Theatre or Comedy Did Not Go to Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Going out to eat in restaurants 95.3% 90.8% 92.8% 103 Going to festivals or fairs 71.6% 60.4% 65.5% 109 Going to zoos or aquariums 48.1% 43.6% 45.6% 105 Going to gamble in casinos 46.4% 12.7% 28.0% 166 Going to historic sites or heritage buildings 45.8% 35.4% 40.1% 114 Going to amateur sporting events 44.4% 36.1% 39.9% 111 Going to museums 42.2% 33.6% 37.5% 113 Going to professional sporting events 41.7% 29.2% 34.9% 120 Going to amusement or theme parks 41.7% 35.2% 38.1% 109 Going to live theatre 38.8% 21.1% 29.2% 133 Going to art galleries or art shows 34.1% 22.5% 27.8% 123 Going to pick-your-own farms or farmers' market 33.0% 30.4% 31.6% 104 Going to bars with live pop or rock bands 29.9% 18.3% 23.6% 127 Going dancing 27.0% 15.7% 20.8% 130 Going to rock music concerts 26.0% 17.3% 21.3% 122 Going to botanical gardens 23.3% 17.2% 20.0% 117 Going to classical music concerts 18.3% 12.1% 14.9% 123 Going to day spas 14.6% 6.7% 10.3% 142 Staying overnight in a hotel or B&B in own city 13.1% 8.4% 10.6% 124 Going to jazz clubs 11.5% 4.9% 7.9% 146 Going to rodeos 9.3% 7.3% 8.2% 113 Going to the ballet 9.3% 5.2% 7.0% 131 Going to the opera 7.7% 4.1% 5.7% 135

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 11 Outdoor Activities Pursued While on Trips Those who went to casinos, live theatre and comedy clubs while on trips were more likely than the average U.S. Traveler to have participated in outdoor activities while on trips, although to a lesser extent than many of the other activity segments. They were especially more likely to go exercising and jogging, sailing and surfing, scuba and snorkeling, cross-country skiing and snowshoeing and to have participated in a board & blade activity (e.g., ice-skating) or extreme sport (e.g. extreme air sports, extreme skiing) while on trips. Fig. 9 Outdoor Activities Pursued While on Trips (See Appendix Two for a Definition of Each Type of Outdoor Activity) Went to Did Not Go Casinos, To Casinos, Live Theatre Live Theatre or Comedy or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Ocean Activities (e.g., swimming in ocean, ocean kayaking) 48.5% 32.2% 39.6% 122 Wildlife Viewing 41.5% 29.4% 34.9% 119 Games & Individual Sports (e.g., tennis, board games) 29.2% 16.5% 22.2% 131 Hiking, Climbing & Paddling 27.8% 19.9% 23.5% 118 Boating & Swimming (e.g., motorboating, swimming in lakes) 25.9% 17.0% 21.0% 123 Fishing 21.1% 16.9% 18.8% 112 Exercising & Jogging 20.0% 9.1% 14.1% 142 Golfing 14.8% 7.3% 10.7% 138 Downhill Skiing & Snowboarding 10.4% 6.1% 8.0% 129 Team Sports (e.g., football, baseball, basketball) 10.0% 6.1% 7.9% 127 Snowmobiling & ATVing 9.4% 5.2% 7.1% 132 Horseback Riding 8.5% 4.2% 6.2% 138 Cycling 8.4% 4.6% 6.3% 132 Sailing & Surfing (e.g., sailing, windsurfing, parasailing) 7.1% 2.8% 4.8% 149 Scuba & Snorkelling 5.9% 2.5% 4.1% 146 Hunting 5.8% 5.0% 5.4% 108 Board & Blade (e.g., skateboarding, ice-skating) 5.7% 2.6% 4.0% 142 Motorcycling 4.1% 2.2% 3.1% 133 Extreme Air Sports (e.g., parachuting, bungee jumping) 2.9% 0.8% 1.7% 166 Cross-country Skiing & Snowshoeing 2.7% 1.2% 1.9% 142 Extreme Skiing (e.g., heli-skiing, overnight x-country trips) 0.5% 0.2% 0.3% 141

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 12 Outdoor Activities Pursued While Not on Trips When NOT traveling, travelers who went to casinos, live theatre and comedy clubs are similar to the average U.S. Traveler in terms of their participation in most types of outdoor activities. The majority in this segment go on day outings to a park, exercise at home or at a fitness club, go swimming and garden at home when not traveling. Relative to the average U.S. Traveler, they are more likely to participate in golfing, downhill skiing and snowboarding when not traveling. On the other hand, they were less likely to go hunting. Fig. 10 Outdoor Activities Pursued While NOT on Trips Went to Casinos, Live Theatre or Comedy Did Not Go To Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Day outing to a park 64.3% 62.1% 63.1% 102 Exercising at home or at a fitness club 60.6% 52.2% 56.0% 108 Swimming 59.2% 54.3% 56.5% 105 Gardening 54.3% 52.1% 53.1% 102 Picnicking 49.7% 46.1% 47.7% 104 Hiking 34.4% 30.9% 32.5% 106 Fishing 33.6% 32.1% 32.8% 102 Camping 26.7% 26.7% 26.7% 100 Cycling 24.3% 21.6% 22.9% 106 Sailing or other boating 23.1% 17.3% 20.0% 116 Golfing 22.0% 15.2% 18.3% 120 Jogging 22.0% 17.5% 19.5% 112 Playing team sports 17.2% 14.7% 15.8% 109 Playing racquet sports (e.g., tennis or badminton) 15.1% 11.7% 13.2% 114 Riding an all-terrain vehicle (ATV) 11.7% 11.3% 11.5% 102 Hunting 11.1% 12.3% 11.8% 95 Horseback riding 9.9% 7.5% 8.6% 115 Canoeing or kayaking 8.4% 7.4% 7.8% 107 Rollerblading 8.0% 6.8% 7.3% 109 Downhill skiing 6.9% 4.8% 5.7% 120 Ice-skating 6.1% 5.0% 5.5% 110 Snowmobiling 3.9% 2.8% 3.3% 118 Snowboarding 3.3% 2.2% 2.7% 123 Cross-country skiing 2.9% 2.2% 2.5% 115 Skateboarding 2.4% 2.0% 2.2% 109

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 13 Accommodations Stayed In While on Trips Travelers who went to casinos, live theatre and comedy clubs most often stayed at seaside resorts, public campgrounds or at lakeside or riverside resorts in the past two years. Relative to other U.S. Travelers, they were more likely to have stayed at accommodations that pamper (e.g., health spa) and specialize in fine cuisine (e.g., country inn or resort with gourmet restaurant, cooking school, wine tasting school). This is consistent with this segment s desire to be pampered while on vacation. Fig. 11 Accommodations Stayed In While on Trips Went to Casinos, Live Theatre or Comedy Did Not Go To Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Seaside Resort 24.9% 12.9% 18.3% 136 A Public Campground in a National, State, Provincial or Municipal Park 19.3% 14.9% 16.9% 114 Lakeside/Riverside Resort 17.3% 8.4% 12.4% 139 Ski Resort or Mountain Resort 12.1% 6.4% 9.0% 135 A Private Campground 11.7% 8.9% 10.2% 115 A Motor Home or RV while Traveling or Touring (Not a Camping Trip) 5.7% 3.1% 4.2% 133 A Camp Site in a Wilderness Setting (Not a Campground) 5.5% 4.0% 4.7% 117 Health Spa 5.3% 1.4% 3.1% 168 Wilderness Lodge You Can Drive to by Car 4.5% 2.7% 3.5% 129 Country Inn or Resort with Gourmet Restaurant 3.2% 1.0% 2.0% 159 Farm or Guest Ranch 2.4% 1.6% 2.0% 122 On a Houseboat 2.3% 0.7% 1.4% 160 Remote or Fly-In Wilderness Lodge 1.2% 0.5% 0.8% 150 Cooking School 0.9% 0.3% 0.6% 161 Wine Tasting School 0.8% 0.1% 0.4% 179 Remote or Fly-In Wilderness Outpost 0.7% 0.2% 0.4% 152

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 14 Tours and Cruises Taken During Past Two Years Those who went to casinos, live theatre and comedy clubs while on trips were much more likely than the average U.S. Traveler to have taken tours and cruises during the past two years. Sameday tours (both organized and self-guided) and city tours were the most popular. However, this segment was more likely than average to take have taken cruises (e.g., Caribbean, Alaskan) which are well-known venues for hosting casinos and live entertainment. They were also more likely than the average U.S. Traveler to have taken overnight guided tours and air tours as well as tours of casinos, wineries and factories. Fig. 12 Tours and Cruises Taken During Past Two Years Went to Casinos, Did Not Go To Live Theatre Casinos, Live or Comedy Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 A self-guided sameday tour while on an overnight trip 25.0% 14.4% 19.2% 130 An organized sameday guided tour while on an overnight trip 24.9% 13.2% 18.5% 134 Around the city 22.1% 10.5% 15.8% 140 Around the country side - scenic drives 18.1% 9.0% 13.1% 138 Caribbean ocean cruise 14.2% 4.7% 9.0% 157 A self-guided overnight tour where you stayed in different locations 13.9% 7.4% 10.4% 134 On the water (sightseeing cruise) 11.7% 4.5% 7.8% 150 An organized overnight guided tour where you stayed in different locations 11.4% 4.9% 7.9% 145 Some other type of tour 11.1% 6.9% 8.8% 126 An organized overnight guided tour where you stayed in a single location 10.5% 3.6% 6.7% 155 To a casino 10.1% 0.6% 4.9% 206 Wilderness tour 9.6% 5.6% 7.4% 129 Ocean cruise - Other 7.5% 2.5% 4.8% 157 To a winery 5.7% 1.8% 3.6% 159 Alaskan ocean cruise 3.6% 1.5% 2.5% 146 Cruise on another lake or river 2.9% 1.2% 2.0% 145 To a factory 2.7% 1.0% 1.8% 151 Some other type of cruise 2.5% 1.1% 1.7% 145 In the air as a pilot or passenger of an airplane or helicopter 2.3% 0.7% 1.4% 160 Great Lakes cruise 0.6% 0.2% 0.4% 162 Cruise on the St. Lawrence River 0.5% 0.1% 0.3% 161 Submarine cruise 0.4% 0.1% 0.2% 162

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 15 Benefits Sought While on Vacation Similar to most U.S. Travelers, the majority of those who went to casinos, live theatre and comedy clubs while on trips take vacations to get a break from their day-today environment, relax and relieve stress, create lasting memories, enrich family relationships and live without a fixed schedule. However, relative to other U.S. Travelers, this segment especially values novelty (i.e., seeing or doing something new and different) and being pampered. They are also more likely than others to consider it important that a vacation is intellectually stimulating and offerings opportunities to learn (e.g., enriched perspective on life, new knowledge of history and other cultures or places) although to a lesser extent than many other of the culture and entertainment activity segments (e.g., those who attend high art performances). They are less likely than others to consider it important that a vacation helps keep family ties alive. 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 stimulate your mind/be intellectually challenged To renew personal connections with people (other than family) To be pampered To have stories to share back at home To be challenged physically/to feel physically energized To seek solitude and isolation 26% 21% 22% 18% 21% 17% 19% 19% 19% 13% 14% 12% 12% 11% 11% 13% 39% 42% 58% 57% 55% 55% 54% 52% 48% 50% Went To Casinos, Live Theatre or Comedy Did Not Go to Casinos, Live Theatre or Comedy 73% 70% 73% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80%

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 16 Other Attributes of a Destination Considered Important As with most travelers, those who went to casinos, live theatre and comedy clubs consider it important that they feel safe at destination and have lots to see and do. Relative to the average U.S. Traveler, they consider it important that a destination has mid-range priced or luxury accommodation and is directly accessible by air. They consider it less important that a destination offers budget accommodation, has relatives or friends living nearby or has lots for children to see and do. Fig. 14 Importance of Destination Attributes (% Rating Each Attribute as Highly Important ) Feeling safe at the destination Lots of things for adults to see and do 44% 51% Convenient access by car 47% 55% No health concerns at the destination 44% 43% Availability of mid-range accommodation 29% 37% Direct access by air 21% 32% Low cost package deals available for the destination 31% 32% Information about the destination available on the Internet 30% 27% Availability of budget accommodation 27% 31% Being familiar with the culture and language of the destination 21% 25% Great shopping opportunities 18% 15% Lots of things for children to see and do 16% 24% Availability of luxury accommodation 11% 7% Having friends or relatives living there 11% 17% 9% Went To Casinos, Live Convenient access by train/bus 7% Theatre or Comedy Being at a place that is very different, culturally than mine 9% 7% Did Not Go to Casinos, Live Destination is disabled-person-friendly 8% 10% Theatre or Comedy Availability of camping 7% 9% 74% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80%

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 17 How Destinations Are Selected Similar to most U.S. Travelers, the majority of those who went to casinos, live theatre and comedy clubs while traveling start planning their vacations with a specific destination in mind. However this segment is likely to be more responsive to vacation packages than the average U.S. Traveler. Fig. 15 How Destinations Are Selected (Summer and Winter Vacations) Went to Casinos, Live Theatre or Comedy Did Not Go To Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Summer Started with a desired destination in mind 59.9% 56.7% 58.2% 103 Started by considering specific activities wanted to do 10.2% 9.6% 9.9% 103 Started with a certain type of vacation experience in mind 17.0% 17.6% 17.3% 98 Looked for packaged deals - no destination in mind 1.5% 0.7% 1.1% 139 Considered something else first 3.9% 5.2% 4.6% 84 Don't know / Other 7.5% 10.1% 8.9% 84 Winter Started with a desired destination in mind 59.5% 58.3% 58.9% 101 Started by considering specific activities wanted to do 12.4% 10.0% 11.3% 110 Started with a certain type of vacation experience in mind 15.0% 14.5% 14.8% 102 Looked for packaged deals - no destination in mind 1.8% 1.0% 1.4% 128 Considered something else first 4.2% 6.5% 5.3% 79 Don't know / Other 7.0% 9.6% 8.3% 85

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 18 Trip Planning and Information Sources Consulted Most of those who went to casinos, live theatre and comedy clubs while on trips were responsible for planning their trips either on their own (41.3%) or with someone else (18.0%). The majority use Internet websites, past experience and word-of-mouth as sources of travel information when planning vacations. Relative to the average U.S. Traveler, they were particularly likely to consult a travel agent. They were also more likely to obtain information from newspapers or magazines, travel guide books such as Fodor s, television programs and advertising, email newsletters or magazines, and trade, travel or sports shows. Fig. 16 Who Plans Vacations and Information Sources Consulted Went to Did Not Go Casinos, To Casinos, Live Theatre Live Theatre or Comedy or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Who Plans Respondent plans trips 41.3% 37.4% 39.2% 105 Trips? Trip planning a shared responsibility 18.0% 17.2% 17.6% 102 Someone else plans trips 40.7% 45.3% 43.2% 94 Information An Internet website 81.4% 71.2% 76.0% 107 Sources Past experience / Been there before 59.9% 49.7% 54.5% 110 Consulted Advice of others / Word-of-mouth 50.9% 40.5% 45.4% 112 Maps 34.5% 31.0% 32.7% 106 An auto club such as AAA 28.4% 20.1% 24.0% 118 A travel agent 25.2% 12.8% 18.6% 135 Official travel guides or brochures from state/province 24.4% 17.2% 20.6% 119 Articles in newspapers / magazines 23.7% 13.2% 18.1% 131 Visitor information centres 23.4% 17.7% 20.4% 115 Travel information received in the mail 20.6% 11.5% 15.8% 131 Travel guide books such as Fodor's 15.6% 8.8% 12.0% 130 Advertisements in newspapers / magazines 14.7% 7.5% 10.9% 136 Programs on television 10.2% 4.4% 7.1% 143 An electronic newsletter or magazine received by e-mail 8.3% 4.0% 6.0% 139 Advertisements on television 5.5% 2.7% 4.0% 138 Visits to trade, travel or sports shows 3.5% 1.5% 2.4% 143

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 19 Use of the Internet to Plan and Arrange Trips Those who went to casinos, live theatre and comedy clubs while on trips are more likely than the average U.S. Traveler to use the Internet to plan (75.8%) and book (59.8%) vacation travel. The majority use travel planning / booking websites such as Expedia, hotel or resort websites and airline websites. Given that this segment is more likely to take cruises, it is not surprising that they are also more likely than average to consult cruise line websites. This segment is most likely to book airline tickets and accommodation over the Internet. They are also more likely than average to use the Internet to purchase travel-packages, tickets for specific attractions and tickets for travel by train, bus or boat / ship. Fig. 17 Use of the Internet to Plan and Book Travel Went to Casinos, Live Theatre or Comedy Did Not Go To Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Percent Using Does not use the Internet 24.3% 36.5% 31.0% 78 Internet to Plan Uses Internet to plan trips only 18.9% 21.1% 20.1% 94 or Book Travel Uses Internet to book part of trip 56.9% 42.3% 48.9% 116 Types of A travel planning / booking website 62.7% 48.6% 55.6% 113 Websites A website of a hotel or resort 59.3% 47.3% 53.3% 111 Consulted An airline's website 53.2% 37.9% 45.6% 117 A tourism website of a country / region / city 37.1% 33.2% 35.1% 106 A website of an attraction 35.5% 31.3% 33.4% 106 Some other website 24.7% 25.4% 25.1% 99 A cruise line website 18.1% 6.7% 12.4% 146 A motorcoach website 1.7% 1.0% 1.3% 128 Parts of Trips Air tickets 76.1% 64.3% 70.6% 108 Booked Over Accommodations 75.0% 68.4% 71.9% 104 The Internet Car rental 42.9% 32.5% 38.0% 113 Tickets or fees for specific activities or attractions 31.3% 20.8% 26.3% 119 A package containing two or more items 22.6% 12.4% 17.8% 127 Tickets for rail, bus or boat/ship fares 14.8% 8.5% 11.9% 125 Other 3.3% 2.6% 2.9% 112

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy on Trips Page 20 Media Consumption Habits Those who went to casinos, live theatre and comedy clubs while on trips are moderately active consumers of travel-related media. They are more likely than the average U.S. Traveler to read the travel sections of newspapers and travel magazines, to watch travel-related television shows and to visit travel-related websites. They are also more likely than average to read city / regional lifestyle magazines and business, finance and investing magazines. Fig. 18 Media Consumption Habits Went to Casinos, Live Theatre or Comedy Did Not Go To Casinos, Live Theatre or Comedy Travelers Index Size of Market 77,456,942 93,053,299 170,510,241 100 Newspaper Reads daily newspaper 64.0% 56.5% 59.9% 107 Readership Reads weekend edition of newspaper 58.7% 52.9% 55.5% 106 Reads local neighbourhood or community newspapers 52.6% 47.0% 49.5% 106 Reads other types of newspapers 16.4% 11.8% 13.9% 118 Frequently or occasionally reads travel section of daily newspaper 50.4% 36.8% 43.0% 117 Frequently or occasionally reads travel section of weekend newspaper 57.8% 42.2% 49.3% 117 Types of Travel (e.g., Condé Nast) 15.5% 6.6% 10.6% 146 Magazines Magazines about your city 9.7% 4.6% 6.9% 140 Read Business, finance and investing 17.7% 10.9% 14.0% 127 (Top 5 Indexed) Regional magazines 8.4% 5.5% 6.8% 124 Photography and video 4.8% 3.2% 3.9% 122 Type of Shopping channels 9.5% 6.2% 7.7% 123 Television Travel shows 35.6% 23.4% 28.9% 123 Programs Late night talk shows 30.9% 23.9% 27.1% 114 Watched Biography 36.9% 29.5% 32.9% 112 (Top 5 Indexed) Reality shows (e.g., American Idol) 42.6% 37.0% 39.5% 108 Type of Multicultural 5.7% 3.9% 4.7% 120 Radio All sports 14.3% 10.0% 11.9% 120 Programs Jazz/Big band 11.9% 8.4% 10.0% 119 Listened To Soft music/adult contemporary 28.1% 21.7% 24.6% 114 (Top 5 Indexed) News/Talk/Information 36.0% 29.4% 32.4% 111 Types of Travel 57.9% 39.4% 48.0% 121 Websites Sports 33.1% 27.3% 30.0% 110 Visited Newspaper sites 32.3% 27.3% 29.6% 109 (Top 5 Indexed) Entertainment 58.7% 49.5% 53.7% 109 Network news sites (e.g., CNN) 42.2% 35.6% 38.7% 109

TAMS 2006: U.S. Activity Profile: Visiting Casinos, Theatre and Comedy 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 Events Theatre, Film & Musical Festivals Tastings Casino, Theatre & Comedy Participatory Historical Activities National & International Sporting Events 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 & Events (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 Events Went to Wineries for Day Visits and Tasting Went to Breweries for Day Visits and Tasting Stand-Up Comedy and Other Variety Shows Went to a Casino Historical Re-Enactments (as an Actor) Curatorial Tours National / International Sporting Events 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: Visiting Casinos, Theatre and Comedy 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 Events (e.g., Rodeos) Auto Races Events 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: Visiting Casinos, Theatre and Comedy 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