Lowcountry and Resort Islands Institute at USCB Kelli Brunson Catherine Moorman Dr. John Salazar. May 2, 2015 USCB 2015.

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1 Lowcountry and Resort Islands Institute at USCB Kelli Brunson Catherine Moorman Dr. John Salazar May 2, 2015 Powered by

2 228 Total Responses Date Created: Friday, May 01, 2015 Complete Responses: 228

3 Demographics 3

4 Zip Code Analysis Powered by

5 Zip Code Analysis This includes the top 20 markets based on the zip codes collected at the 2015 Taste of Beaufort. This analysis does not include Beaufort, SC, Hilton Head Island, SC, or Savannah, GA.

6 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area % Share % Share - % Arbitron % Share - % Nielsen % Share - % Scarbarough 1 Columbia, SC MSA 8 16% 15% 15% 16% 2 Charleston-North Charleston, SC MSA 6 12% 11% 12% 11% 3 Augusta-Richmond County, GA-SC MSA 5 10% 10% 10% 10% 4 Charlotte-Gastonia-Concord, NC-SC MSA 4 8% 7% 7% 7% 5 Atlanta-Sandy Springs-Marietta, GA MSA 4 8% 5% 6% 5% 6 Jacksonville, FL MSA 3 6% 5% 5% 5% 7 Lancaster, SC MSA 2 4% 4% 4% 4% 8 Jasper, IN MSA 2 4% 4% 4% 4% 9 Anderson, SC MSA 2 4% 4% 4% 4% 10 Rapid City, SD MSA 2 4% 4% 4% 4% 11 Syracuse, NY MSA 2 4% 4% 4% 3% 12 Greenville, SC MSA 2 4% 3% 3% 3% 13 Providence-New Bedford-Fall River, RI-MA MSA 2 4% 3% 3% 3% 14 Santa Cruz-Watsonville, CA MSA 1 2% 2% 2% 2% 15 Chester, SC MSA 1 2% 2% 2% 2% 16 Ontario, OR-ID MSA 1 2% 2% 2% 2% 17 Key West-Marathon, FL MSA 1 2% 2% 2% 2% 18 Brunswick, GA MSA 1 2% 2% 2% 2% 19 Denver-Aurora, CO MSA 1 2% 1% 1% 0% 20 San Francisco-Oakland-Fremont, CA MSA 1 2% -1% 0% 0% Total % 100% 100% 100%

7 All Zip Codes Collected Powered by

8 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 1 Hilton Head Island-Beaufort, SC MSA Columbia, SC MSA 8 3 Charleston-North Charleston, SC MSA 6 4 Augusta-Richmond County, GA-SC MSA 5 5 Savannah, GA MSA 5 6 Charlotte-Gastonia-Concord, NC-SC MSA 4 7 Atlanta-Sandy Springs-Marietta, GA MSA 4 8 Jacksonville, FL MSA 3 9 Lancaster, SC MSA 2 10 Rapid City, SD MSA 2 11 Jasper, IN MSA 2 12 Anderson, SC MSA 2 13 Greenville, SC MSA 2 14 Syracuse, NY MSA 2 15 Providence-New Bedford-Fall River, RI-MA MSA 2 16 San Francisco-Oakland-Fremont, CA MSA 1 17 Santa Cruz-Watsonville, CA MSA 1 18 Chester, SC MSA 1 19 Ontario, OR-ID MSA 1 20 Denver-Aurora, CO MSA 1

9 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 20 Denver-Aurora, CO MSA 1 21 Key West-Marathon, FL MSA 1 22 Brunswick, GA MSA 1 23 Hinesville-Fort Stewart, GA MSA 1 24 Washington, NC MSA 1 25 Fayetteville-Springdale-Rogers, AR-MO MSA 1 26 Pascagoula, MS MSA 1 27 Walterboro, SC MSA 1 28 Jacksonville, NC MSA 1 29 Chicago-Naperville-Joliet, IL-IN-WI MSA 1 30 Dunn, NC MSA 1 31 Statesville-Mooresville, NC MSA 1 32 Greensboro-High Point, NC MSA 1 33 Richmond, VA MSA 1 34 Rochester, NY MSA 1 35 Worcester, MA MSA 1 36 Boston-Cambridge-Quincy, MA-NH MSA 1 Total 223

10 Please indicate your gender below. Answered: 149 Skipped: 79

11 Please indicate your age below. Answered: 222 Skipped: 6

12 Please indicate your marital status. Answered: 201 Skipped: 27

13 Do you have children under 18 living at home? Answered: 220 Skipped: 8

14 Please indicate your highest level of education. Answered: 215 Skipped: 13

15 Which of the following ranges includes your annual household income? Answered: 217 Skipped: 11

16 Visitor Characteristics 16

17 Where is your primary residence? Answered: 228 Skipped: 0

18 Please touch the region in which your primary residence is located. Answered: 1 Skipped: 227

19 Counting this trip, HOW MANY trips have you taken to Beaufort, SC? Answered: 74 Skipped: 154

20 How many days do you intend to stay in Beaufort, SC? Answered: 79 Skipped: 149

21 Where are you staying overnight on this trip? Answered: 19 Skipped: 209

22 What type of accommodations will you be using while visiting Beaufort, SC? Answered: 59 Skipped: 169 Answer Choice Response Percent Response Count Full service hotel 27% 16 With friends/relatives 22% 13 Other 17% 10 Home/villa/condo-owned 10% 6 Home-rental 10% 6 Limited service hotel/motel 10% 6 Villa/condo-owned 2% 1 RV park 2% 1 Villa/condo-timeshare 0% 0

23 How many months in advance did you book this trip? Answered: 55 Skipped: 173

24 How influential was the 2015 Taste of Beaufort Festival when initially planning your trip to Beaufort, SC? Answered: 55 Skipped: 173

25 Would you have visited the Beaufort area AT THIS TIME even if this festival had not been held? Answered: 55 Skipped: 173

26 What was the primary reason for this visit to Beaufort, SC? Answered: 79 Skipped: 149 Answer Choice Response Percent Response Count Visit friends or relatives 33% Taste of Beaufort Festival 27% 21 Pleasure Vacation 14% 11 Just passing through 9% 7 Other business 5% 4 Activity close to home 5% 4 Business and Pleasure 4% 3 Outdoor recreation 4% 3

27 How many additional people are you financially responsible for during this trip? Answered: 79 Skipped: 149

28 Approximately, how much will you spend on lodging PER NIGHT? Answered: 77 Skipped: 151 Answer Choice Response Percent Response Count $ % 8 $ % 11 $ % 14 $ % 7 $ % 4 $ % 0 $ % 1 $ % 0 $ % 0 $ % 1 $ % 0 $ % 2 $ % 0 $ % 0 $ or more 0% 0 N/A 38% 29

29 Approximately, how much do you think you'll spend on restaurant dining PER DAY? Answered: 69 Skipped: 159 Answer Choice Response Percent Response Count $ % 11 $ % 15 $ % 13 $ % 8 $ % 7 $ % 4 $ % 3 $ % 1 $ % 0 $ % 0 $ % 1 $ % 0 $ % 0 $ or more 0% 0 N/A 9% 6

30 How much do you think you'll spend on retail purchases PER DAY (i.e. clothes, gifts, etc.)? Answered: 75 Skipped: 153 Answer Choice Response Percent Response Count $ % 14 $ % 13 $ % 10 $ % 8 $ % 10 $ % 2 $ % 4 $ % 2 $ % 0 $ % 1 $ % 0 $ or more 0% 0 N/A 15% 11

31 How much do you think you'll spend on recreation expenses (i.e. golf, tennis, bicycling, etc.) PER DAY? Answered: 72 Skipped: 156 Answer Choice Response Percent Response Count $ % 15 $ % 15 $ % 7 $ % 4 $ % 4 $ % 0 $ % 1 $ % 1 $ % 0 $ % 0 $ % 0 $ or more 0% 0 N/A 35% 25

32 Please indicate if you intend on visiting (or have visited) any of the following tourist facilities or participating (or participated) in any of the listed activities during this trip to Beaufort. Choose all that apply. Answered: 77 Skipped: 151 Rank Order Answer Choice Response Percent Response Count 1 Restaurants 81% 62 2 Beaches 57% 44 3 Festivals/Special Events 40% 31 4 Historical Landmarks 38% 29 5 Sightseeing 31% 24 6 Antique Shops 27% 21 7 Shopping Malls/Centers 27% 21 8 Art Galleries 22% 17 9 South Carolina State Parks/National Forests 19% Boating/Sailing 16% Bicycling 13% Museums/Performing Arts/Cultural Activities 9% 7

33 Please indicate if you intend on visiting (or have visited) any of the following tourist facilities or participating (or participated) in any of the listed activities during this trip to Beaufort. Choose all that apply. Answered: 77 Skipped: 151 Rank Order Answer Choice Response Percent Response Count 13 Hiking 9% 7 14 Fishing 9% 7 15 Other 8% 6 16 Convention/Conference Centers 6% 5 17 Sea Kayaking 6% 5 18 Farms/Barns/Orchards 5% 4 19 Golf 5% 4 20 Camping 4% 3 21 Tennis 3% 2 22 Spectator/Sporting Events 1% 1 23 Children s Activities 1% 1 24 Gaming 0% 0

34 How did you first learn of the Taste of Beaufort Festival? Answered: 228 Skipped: 0 Rank Order Answer Choice Response Percent Response Count 1 Word of Mouth 31% 70 2 Other 13% 30 3 Newspaper 12% 28 4 Social Networks (Facebook, Twitter, etc.) 8% 19 5 Main Street Beaufort, USA 8% 18 6 Website 6% 13 7 Radio Commercial or News Coverage 4% 9 8 Internet Search 4% 9 9 Downtown Beaufort Shopping Locations 4% % 7 11 Magazine 3% 6 12 Beaufort Regional Chamber of Commerce 2% 4 13 Television Commercial or News Coverage 1% % 3

35 Including this festival, how many times have you attended the Taste of Beaufort Festival Answered: 220 Skipped: 8

36 How would you rate the following festival characteristics? Answered: 227 Skipped: 1 Very Poor Poor Average Good Very Good Don t Know-N/A Total Weighted Average Music 0% 2% 12% 31% 55% 0% Ambiance 0% 0% 5% 30% 65% 0% Cost 1% 3% 21% 29% 44% 2% Staff Friendliness 0% 0% 4% 18% 77% 1% Kid s Area 0% 1% 7% 17% 32% 43% Location 0% 0% 1% 12% 86% 0%

37 How would you rate the following festival characteristics? Answered: 226 Skipped: 2 Very Poor Poor Average Good Very Good Don t Know- N/A Total Weighted Average Parking 6% 12% 27% 27% 21% 6% Food Vendor Variety Quality of Food You Purchased Quality of Food You Purchased Quality of Beverage You Purchased Quantity of Food Items per Purchase Quantity of Beverage Per Purchase 0% 1% 12% 42% 43% 2% % 1% 8% 32% 50% 9% % 1% 8% 32% 50% 9% % 3% 11% 28% 45% 14% % 3% 14% 33% 40% 9% % 3% 15% 29% 37% 16%

38 How would you rate the following festival characteristics? Answered: 223 Skipped: 5 Very Poor Poor Average Very Good Good Don t Know- N/A Total Weighted Average Availability of Public Seating Consistency of the Taste of Beaufort theme throughout the festival Event Layout and Design 1% 5% 15% 39% 35% 5% % 0% 8% 49% 40% 3% % 0% 10% 53% 37% 1% Crowd Flow 0% 0% 11% 50% 37% 1% Overall Value of the Event 0% 0% 8% 59% 33% 0%

39 How likely are you to return to next year's festival and recommend the festival to friends? Answered: 226 Skipped: 2 Extremely unlikely Very unlikely Not sure Very likely Extremely likely Total Weighted Average Return to next year s festival 1% 0% 15% 25% 59% Recommend the festival to friends 0% 1% 3% 30% 67%

40 For More Information Contact Dr. John Salazar LinkedIn: Lowcountry and Resort Islands Tourism Institute at USCB 40