Oregon 2011 Regional Visitor Report The Central Region

Oregon 2011 Regional Visitor Report The Central Region

Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990. It is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest. This report provides: Estimates of 2011 overnight visitor volume and travel expenditures for Oregon as well as for the Central Region in particular Strategic intelligence about the Central Region s overnight travel market including: Key sources of business Visitor profiling Trip characteristics 2

Methodology For each of the 2010 and 2011 travel years, a representative sample of visitors to the Central Region was identified through Travel USA. Respondents who visited Oregon were asked to identify with of the state s 7 tourism regions they spent time in with the aid of a visual map. Of the survey sample of 4,119 overnight trips taken to Oregon in 2010 and 2011: 499 included a visit to the Central Region Of those, 228 were marketable trips 3

Analytical Note The results of this report are based on two time frames: Market size and structure estimates for the Central Region are reported for the 2011 travel year, as are all Oregon state norms. To maximize statistical reliability, other Central Region data (trip characteristics and visitor profiles) are based on two years combined sample from 2010 and 2011. 5

Travel Market Size & Structure - 2011

Size of the Central Region s Overnight Travel Market Total Overnight Trips to Oregon* = 28.8 Million Spent Time in the Central Region 13% 3.6 Million *Includes both adults and children 7

The Central Region s Overnight Travel Market Adults vs. Children Total Overnight Trips to the Central Region = 3.6 Million Adults 81% 2.9 Million Children 19% 0.7 Million 8

The Central Region s Overnight Travel Market by Trip Purpose Marketable 49% Business 7% VFR 44% *Marketable includes Business-Leisure 9

Purpose of Trip The Central Region vs. Oregon State Base: 2011 Overnight Trips Marketable Trips 49 49 Visits to Friends/Relatives 43 45 Business 7 8 0 10 20 30 40 50 *Marketable includes Business-Leisure 10

2011 Overnight Spending by Sector 2011 Central Region Spending = $430 Million Lodging 35% $151 Million Restaurant Food & Beverages 25% $106 Million Recreation 10% $45 Million Transportation 13% $55 Million Retail 17% $73 Million 11

Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Person-Trips 50 40 30 20 $38 10 $26 $18 $14 $11 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 12

Dollars Average Per Person Expenditures on Overnight Marketable Trips By Sector Base: 2011 Overnight Marketable Trips 50 40 30 20 $43 10 $23 $16 $12 $12 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 13

Marketable Trip Characteristics and Visitor Profile 2010/2011

Main Purpose of Marketable Trip Central Region vs. State Norm Outdoors Touring Special event Resort City trip Golf Ski/Snowboarding Casino 3 1 3 1 1 5 8 9 14 14 22 23 22 20 21 35 0 20 40 60 15

State Origin Of Overnight Trip Oregon 54 Washington 20 California 10 Idaho 3 0 20 40 60 16

DMA Origin Of Overnight Trip Portland, OR 30 Eugene, OR 14 Seattle-Tacoma, WA 12 Bend, OR 8 San Francisco-Oakland-San Jose, CA Yakima, WA Medford-Klamath Falls, CA/OR Boise, ID San Diego, CA 4 3 3 3 3 0 10 20 30 40 17

Other Oregon Regions Visited on Central Region Trip Coast Region 15 Southern Region 14 Mt. Hood/Columbia River Gorge 11 Greater Portland 11 Willamette Valley 9 Eastern Region 8 0 5 10 15 20 18

Method of Planning Trip 80 60 40 20 42 52 61 54 0 1 Internet Travel Agent Other/None 4 19

Method of Booking Trip 80 60 40 20 37 49 61 52 0 3 Internet Travel Agent Other/None 4 20

Season of Trip January - March 15 19 April - June 23 27 July - September 37 48 October - December 14 17 0 10 20 30 40 50 21

Total Nights Away on Trip Average Central Region = 4.4 Nights Average Oregon = 3.8 Nights 1 night 14 27 2 nights 23 28 3-4 nights 23 31 5-6 nights 8 9 7+ nights 14 25 0 10 20 30 40 22

Number of Nights Spent in Central Region with 1+ Nights Spent In Central Region Average Nights Spent in Central Region = 3.3 1 night 22 2 nights 23 3-4 nights 32 5-6 nights 10 7+ nights 12 0 10 20 30 40 50 23

Size of Travel Party Central Region 2.9 0.8 Total = 3.7 Oregon 2.7 0.7 Total = 3.4 0 1 2 3 4 Average No. of People Adults Children 24

Transportation Personal Vehicles Own car/truck Camper, R.V Rental car Motorcycle Bicycle 11 10 9 8 5 2 4 2 80 84 Commercial Vehicles Plane Bus Ship/Boat Taxi Cab Train 8 8 6 4 2 3 2 4 2 3 0 20 40 60 80 100 25

Accommodation Motel Campground/trailer park/rv park Hotel Resort hotel Friend/relative's dwelling (not paid) Time share Rented home/condo/apartment Own home/condo/apartment/cabin Bed & breakfast Country inn/lodge Boat/cruise ship Rented cottage/cabin 5 4 4 5 3 4 2 3 1 5 25 24 23 21 15 22 11 14 10 9 8 7 6 6 0 10 20 30 40 26

Activities and Experiences National/State park Hiking/Backpacking Camping Shopping Swimming Beach/Waterfront Fine dining Fishing Landmark/Historic site Golf Fair/Exhibition/Festival Museum 33 23 29 19 24 21 23 31 16 16 15 33 14 23 13 8 12 18 12 5 11 8 10 10 0 10 20 30 40 27

Activities and Experiences (Cont d) Biking Casino Bar/Disco/Nightclub Boating/Sailing Motorcycle touring Brewery Spa Art gallery Skiing/Snowboarding Theater Rafting Winery 10 5 7 17 7 9 7 6 6 2 5 10 5 5 4 8 4 3 4 4 3 3 2 7 0 10 20 30 40 28

Activities and Experiences (Cont d) Dance Zoo Hunting Rodeo Mountain climbing Rock/Pop concert Tennis Convention/conference Pro/College sports event Theme park Trade show 2 4 2 5 2 2 1 2 1 2 1 4 1 2 1 2 1 4 1 2 1 2 0 10 20 30 40 29

Activities of Special Interest Historic places 25 28 Cultural activities/attractions 14 22 Eco-tourism 7 9 Exceptional culinary experiences 8 13 Traveling with grandchildren 5 6 Winery tours/wine tasting 3 7 0 10 20 30 30

Gender Male 43 55 Female 45 57 0 20 40 60 80 100 31

Age Average Age Central Region = 47.3 Average Age Oregon = 46.7 18-24 years 11 13 25-44 years 31 34 45-64 years 37 38 65+ years 18 18 0 20 40 60 32

Household Size 1 member 10 18 2 members 33 44 3 members 15 18 4 members 19 22 5+ members 9 12 0 10 20 30 40 50 33

Income $150K+ 6 11 $100K-$149.9K $75K-99.9k 15 18 18 19 $50K-$74.9K 20 23 $25K-$49.9K 23 26 Under $25K 11 12 0 10 20 30 40 34

Marital Status Married/With partner 70 72 Never married 20 24 Divorced/Widowed/ Separated 7 8 0 20 40 60 80 100 35

Children in Household No Children Under 18 63 68 Any child between 13-17 12 21 Any child between 6-12 13 16 Any child under 6 14 18 0 20 40 60 80 36

Education Post-graduate 10 14 College graduate 41 46 Some college 29 30 High school or less 13 15 Other 1 1 0 10 20 30 40 50 37

Employment Full-time/Self-employed 38 41 Part-time 12 13 Not employed/retired/ Other 47 50 0 20 40 60 38

Race White 89 93 African-American 0 1 Other 6 11 0 20 40 60 80 100 39

Hispanic Background Yes 4 5 No 96 95 0 20 40 60 80 100 40

Appendix A: Key Terms Defined

Key Terms Defined An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home. A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home. A Person-Trip is one trip taken by one visitor Person-trips are the key unit of measure for this report. 42

Trip-Type Segments Total Trips = Leisure + Business + Business-Leisure Marketable Trips: Includes all leisure trips, with the exception of visits to friends/relatives Leisure Trips: includes all trips where the main purpose was one of the following: Visiting friends/relatives Touring through a region to experience its scenic beauty, history and culture Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating Special event, such as a fair, festival, or sports event City trip Cruise Casino Theme park Resort (ocean beach, inland or mountain resort) Skiing/snowboarding Business Trips: includes Conference/convention Other business trip Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure. 43