Visitor Market Research The Journey Through Hallowed Ground Partnership 1
Background 12/06: Destination Marketing Organization Committee RFP issued March 2007 Destination Analysts selected June 2008 Project funded by DMOC partners, VTC and the JTHG Partnership The Journey Through Hallowed Ground Partnership 2
Methodology Interviews of key stakeholders Online national survey of 600 adult American travelers One-hour, in-depth focus groups including traveling consumers, travel trade and media The Journey Through Hallowed Ground Partnership 3
Objectives Gather data needed for JTHG marketing - messaging research project Designed to dovetail with ongoing qualitative research (in-depth interviews) Consumer Travel Trade Travel media Benchmark key brand metrics The Journey Through Hallowed Ground Partnership 4
Assume you are taking a vacation in the eastern United States. Please use a five point scale where 1 equals no interest and 5 equals high interest to rate the general level of interest you would have in doing each of the following activities while on this trip. Visiting National Parks Driving along officially designated scenic byways Visiting State Parks Driving through scenic horse country or pastoral rolling landscapes Fall foliage watching 85.6% 84.4% 76.7% 75.7% 73.4% Percent of respondents selecting 4 or 5 5
Please rank these three travel activities from most interesting to least interesting. (Write in "1" for the most interesting, "2" for the second most interesting and "3" for the third most interesting.) Enjoying scenic beauty, taking scenic drives and visiting distinctive small towns. 56.0% Historic sites (battlefields, monuments, museums, etc.) 33.0% American presidential homes (e.g., Jefferson's Monticello, Monroe's Ash Lawn-Highland, Eisenhower's Pennsylvania farm) 12.3% Chart shows percent ranking item as 1 0% 10% 20% 30% 40% 50% 60% 70% 6
While traveling for leisure, which best describes your interest in visiting places of American historic interest (i.e., Civil War battlefields, Presidential homes, historic monuments, etc.)? Very interested 26.9% Interested 26.6% Somewhat interested 28.6% Very little interest 13.6% Not at all interested 4.3% Terminate survey 0% 5% 10% 15% 20% 25% 30% 35% 40% 7
Now consider these seven (7) aspects of The JTHG experience. Please rank most compelling to least compelling as a motivation to visit The Journey Through Hallowed Ground. Percent item ranking in Top 3 Civil War Historic Buildings 64.6% 62.4% Revolutionary War Presidential Homes 48.2% 46.4% Recreational Attractions 38.7% Prominent Homes 26.9% African American Heritage 19.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 8
Now consider these seven (7) aspects of The JTHG experience. Please rank most compelling to least compelling as a motivation to visit The Journey Through Hallowed Ground. Percent item ranking as #1 Civil War 37.1% Historic Buildings Recreational Attractions 18.4% 16.6% Presidential Homes Revolutionary War African American Heritage 8.2% 11.7% 10.5% Prominent Homes 2.5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 9
Assume again you are taking a vacation in the eastern United States. Please use a five point scale where 1 equals no interest and 5 equals high interest to rate the general level of interest you would have in doing each of the following activities while on this trip. Visit quaint or historic towns and villages Experience unique regional foods and cuisine Attend special events or festivals Shop in local stores Museums on civil war era life & culture Visit orchards or farmer's markets Visit Civil War battlefields Experience traditional American folk art and culture See covered bridges Visit wineries or wine regions/trails Participate in recreational activities--eg hiking, canoeing and camping Tour historic churches or religious sites Enjoy bike trails Visit sites of African American historical interest Attend equestrian activities Golfing Percent of respondents selecting 4 or 5 84.4% 75.1% 72.6% 66.0% 63.8% 61.4% 59.7% 58.1% 55.1% 53.9% 51.5% 50.1% 30.0% 27.3% 23.8% 15.4% 10
Prior to taking this survey, which of the following attractions and towns have you heard of? (Select all that apply) Percent of respondents Gettysburg National Military Park Monticello Charlottesville Leesburg, Virginia Montpelier Harpers Ferry National Historical Park Soldiers National Cemetery Antietam National Battlefield Park City of Frederick, Maryland Manassas National Battlefield Park Eisenhower National Historic Site Culpeper, Virginia Brunswick, Maryland Middleburg, Virginia Waterford, Virginia National Museum of Civil War Medicine 79.0% 68.8% 57.8% 55.0% 53.2% 49.1% 46.2% 37.1% 35.8% 33.2% 31.9% 25.7% 25.0% 19.9% 18.9% 15.0% Cedar Mountain Battlefield Warrenton, Virginia The Nat. Shrine of St. Elizabeth Ann Seton The C&O Canal National Historical Park South Mountain Battlefield Park General George C. Marshall Historic House Orange, Virginia Brandy Station Battlefield Barboursville Thurmont, Maryland Ash Lawn-Highland Gordonsville, Virginia The Afro-American Historical Association of Fauquier County Museum The Graffiti House Museum Monocacy National Battlefield Park Oatlands Historic House 12.8% 12.4% 12.1% 10.7% 9.4% 8.7% 8.2% 7.0% 7.0% 6.8% 6.6% 6.5% 6.0% 5.3% 4.4% 3.1% 11
Have you visited any part of the area designated as The Journey Through Hallowed Ground for any reason in the past FIVE (5) years? Yes, 21.8% Not certain, 3.3% No, 74.9% 12
Have you ever heard of an area known as The Journey Through Hallowed Ground? Yes, 10.0% Not certain, 19.1% No, 70.9% 13
Respondents are then shown the three 60-second Videos Land of Beauty Land of Leadership Land of Conflict and Reunification The Journey Through Hallowed Ground Partnership 14
Considering the short videos you have just watched, please use a five-point scale where 1 equals not at all compelling and 5 equals extremely compelling to rate how compelling you would find each theme as motivation to visit The Journey Through Hallowed Ground region? Land of Beauty Video 32.6% 37.8% Land of Leadership Video 35.1% 31.9% 4 5 Land of Conflict and Reunification Video 27.1% 39.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 15
Which of the following words and phrases (if any) describe The Journey Through Hallowed Ground? (Please select all that apply) Survey Question 26: Base = 600 completed surveys. 16
Trip Preference 59% would rather visit the entire JTHG region on one week-long trip. 34% would rather visit portions of the JTHG region, returning to visit other portions on later trips. The Journey Through Hallowed Ground Partnership 17
Assuming only 2-days to Visit, Where Would you Go? 54% Gettysburg 45% Monticello 35% Harpers Ferry National Historical Park 27% Antietam National Battlefield Park 27% Manassas National Battlefield Park The Journey Through Hallowed Ground Partnership 18
Considering what you currently know about The Journey Through Hallowed Ground, please use a five-point scale where 1 equals Strongly Disagree and 5 equals Strongly Agree to evaluate the following statements. I would prefer to stay in historic bed & breakfasts or inns while visiting The Journey Through Hallowed Ground. If I were visiting The Journey Through Hallowed Ground, I would want to combine it with a trip to Washington, D.C. I would prefer to visit the entire 175-mile Journey Through Hallowed Ground region on a one week-long trip. If visiting The Journey Through Hallowed Ground, I would want to include family experiences like hiking, biking, canoeing, camping, historic sites and county fairs The Journey Through Hallowed Ground would be a good place for a romantic getaway experience that includes bed & breakfasts or inns and wineries. I would be interested in joining (or sending my kids on) a study tour experience on The Journey Through Hallowed Ground. If I were visiting The Journey Through Hallowed Ground, I would want it to be stand-alone vacation. No other surrounding area attractions would be necessary. I would prefer to visit portions of The Journey Through Hallowed Ground on one trip, returning to visit other portions on later trips I would prefer to stay in national hotel chains while visiting The Journey Through Hallowed Ground. I would prefer to stay in resorts while visiting The Journey Through Hallowed Ground. 66.8% 63.3% 59.2% 54.2% 50.3% 45.2% 38.1% 34.6% 29.9% 29.9% 19
Considering what you currently know about The Journey Through Hallowed Ground, please use a five-point scale where 1 equals Strongly Disagree and 5 equals Strongly Agree to evaluate the following statements. Percent of respondents selecting 4 or 5 The Journey Through Hallowed Ground would be an excellent experience for teenagers (13-17 years of age). Visiting the Journey Through Hallowed Ground is something every American should do at least once I would be interested in the food and culinary related elements of The Journey Through Hallowed Ground, such as pick-your-own farms, regional cuisines, and restaurants. I would like to make shopping in quaint towns a part of my Journey Through Hallowed Ground experience. The Journey Through Hallowed Ground would be an excellent experience for children 12 years of age and under. The Journey Through Hallowed Ground would be an excellent destination for a family reunion. I would like to make visits to wineries part of my Journey Through Hallowed Ground experience. The Journey Through Hallowed Ground would be an excellent destination for a romantic getaway or vacation. If bucolic Route 15, which runs the length of The Journey Through Hallowed Ground, was officially designated a National Scenic Byway or as an "All American Road," I would be more likely to visit. The Journey Through Hallowed Ground would be an excellent destination for a corporate retreat. I would like to make shopping at outlet malls a part of my Journey Through Hallowed Ground experience. 80.8% 75.8% 75.4% 68.5% 47.9% 47.1% 46.2% 45.0% 42.4% 37.7% 29.8% 20
Using what you currently know about The Journey Through Hallowed Ground, which best describes your interest in visiting the region? Very interested 47.9% Interested 34.8% Somewhat interested 15.5% Very little interest 1.7% Not at all interested 0.2% 0% 10% 20% 30% 40% 50% 60% 21
In your opinion, which name below best represents the travel experience discussed in this survey? The Journey Through Hallowed Ground 53.1% Journey Through Hallowed Ground National Heritage Area 27.6% Hallowed Ground No opinion - not certain 6.7% 5.0% The Journey 4.0% Other (please specify) None of these 2.7% 1.0% 0% 10% 20% 30% 40% 50% 60% 22
Key Messages The JTHG is a unique and profoundly moving personal experience. Hands-on connection with our shared national history. Brings together the three themes: Leadership, Conflict and Reunification, Beauty. Speak in elevated and emotionally powerful language. The Journey Through Hallowed Ground Partnership 23
Respondents State of Residence 12% 34% 27% NY, NJ, OH, KY, TN, NC, SC, GA, DE, DC, CT, MA 27% FL, AL, MS, ME, NH, VT, RI, LA, AR, MO, IL, IN, MI JTHG States Adjacent States 3rd-tier States 4th-tier States The Journey Through Hallowed Ground Partnership 24
Demographics Female 57.2% Male 42.8% $63,857 Mean Annual Household Income 46.9 Mean Age 63.8% Married The Journey Through Hallowed Ground Partnership 25
Demographics Cont. 57.7% have no children in the home 20.8% have teenaged children (13-17) in the home 28.7% have children under 12 years-old 35.3% have some college, while 25.5% graduated college and 10.8% completed graduate degrees The Journey Through Hallowed Ground Partnership 26