2015 Hilton Head Island Wingfest

Transcription

1 2015 Hilton Head Island Wingfest March 20 and 21, 2015 Lowcountry and Resort Islands Tourism Institute at USCB Kelli Brunson Adam Davis Catherine Moorman Dr. John Salazar

2 406 Total Responses Date Created: Thursday, March 19, 2015 Complete Responses: 406 2

3 Demographics 3

4 Zip Code Analysis The following chart contains the top fifteen zip codes collected at Wingfest. This analysis does not include Hilton Head Island or Savannah, GA zip codes. 4

5 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area % Share % Share - Arbitron % Share - Nielsen % Share - Scarbarough 1 Atlanta-Sandy Springs- Marietta, GA MSA 12 18% 15% 16% 15% 2 Charlotte-Gastonia-Concord, NC-SC MSA 8 12% 11% 11% 11% 3 Columbia, SC MSA 5 7% 7% 7% 7% 4 Charleston-North Charleston, SC MSA 4 6% 6% 6% 6% 5 Greenville, SC MSA 4 6% 5% 5% 5% 6 Jacksonville, FL MSA 4 6% 5% 5% 5% 7 Orlando-Kissimmee, FL MSA 4 6% 5% 5% 4% 8 Pittsburgh, PA MSA 4 6% 5% 5% 5% 9 Statesboro, GA MSA 3 4% 4% 4% 4% 10 Syracuse, NY MSA 3 4% 4% 4% 4% 11 Spartanburg, SC MSA 3 4% 4% 4% 4% 12 Detroit-Warren-Livonia, MI MSA 4 6% 4% 4% 3% 13 Boston-Cambridge-Quincy, MA-NH MSA 4 6% 4% 4% 3% 14 Cleveland-Elyria-Mentor, OH MSA 3 4% 3% 3% 3% 15 Cincinnati-Middletown, OH-KY- IN MSA 3 4% 3% 4% 3% Total % 100% 100% 100% 5

6 Breakdown of Markets Strong markets for the 2015 Wingfest were Atlanta, GA, Charlotte, NC, Columbia, SC, Charleston, SC, and Greenville, SC. The moderate markets include Jacksonville, FL, Orlando, FL, Pittsburgh, PA, Statesboro, GA, and Syracuse, NY. Weaker markets include Spartanburg, SC, Detroit, MI, Boston, MA, Cleveland, OH, and Cincinnati, OH. 6

7 All Zip Codes Collected 7

8 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 1 Hilton Head Island-Beaufort, SC MSA Savannah, GA MSA 30 3 Atlanta-Sandy Springs-Marietta, GA MSA 12 4 Charlotte-Gastonia-Concord, NC-SC MSA 8 5 Columbia, SC MSA 5 6 Jacksonville, FL MSA 4 7 Charleston-North Charleston, SC MSA 4 8 Orlando-Kissimmee, FL MSA 4 9 Greenville, SC MSA 4 10 Detroit-Warren-Livonia, MI MSA 4 11 Pittsburgh, PA MSA 4 12 Boston-Cambridge-Quincy, MA-NH MSA 4 13 Statesboro, GA MSA 3 14 Cincinnati-Middletown, OH-KY-IN MSA 3 15 Cleveland-Elyria-Mentor, OH MSA 3 16 Spartanburg, SC MSA 3 17 Syracuse, NY MSA 3 18 Tampa-St. Petersburg-Clearwater, FL MSA 2 19 Washington, NC MSA 2 20 Boone, IA MSA 2 8

9 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 21 Minneapolis-St. Paul-Bloomington, MN-WI MSA 2 22 Crossville, TN MSA 2 23 Madison, WI MSA 2 24 Laurinburg, NC MSA 2 25 Knoxville, TN MSA 2 26 Kingsport-Bristol-Bristol, TN-VA MSA 2 27 Danville, VA MSA 2 28 Canton-Massillon, OH MSA 2 29 Baltimore-Towson, MD MSA 2 30 Rochester, NY MSA 2 31 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 2 32 Riverside-San Bernardino-Ontario, CA MSA 1 33 Macon, GA MSA 1 34 Phoenix-Mesa-Scottsdale, AZ MSA 1 35 Pueblo, CO MSA 1 36 Colorado Springs, CO MSA 1 37 Gaffney, SC MSA 1 38 Denver-Aurora, CO MSA 1 39 Naples-Marco Island, FL MSA 1 40 Hinesville-Fort Stewart, GA MSA 1 9

10 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 41 Miami-Fort Lauderdale-Miami Beach, FL MSA 1 42 Auburn-Opelika, AL MSA 1 43 Cape Girardeau-Jackson, MO-IL MSA 1 44 Frankfort, KY MSA 1 45 Chicago-Naperville-Joliet, IL-IN-WI MSA 1 46 Holland-Grand Haven, MI MSA 1 47 Midland, MI MSA 1 48 Johnson City, TN MSA 1 49 Huntington-Ashland, WV-KY-OH MSA 1 50 Roanoke, VA MSA 1 51 Toledo, OH MSA 1 52 Lansing-East Lansing, MI MSA 1 53 Youngstown-Warren-Boardman, OH-PA MSA 1 54 Virginia Beach-Norfolk-Newport News, VA-NC MSA 1 55 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 1 56 Hagerstown-Martinsburg, MD-WV MSA 1 57 Oneonta, NY MSA 1 58 Hartford-West Hartford-East Hartford, CT MSA 1 59 Springfield, MA MSA 1 60 Worcester, MA MSA 1 61 Laconia, NH MSA 1 Total

11 Please indicate your gender below. Answered: 317 Skipped: 89 11

12 Please indicate your age below. Answered: 402 Skipped: 4 12

13 Please indicate your marital status. Answered: 387 Skipped: 19 13

14 Do you have children under 18 living at home? Answered: 399 Skipped: 7 14

15 Please indicate your highest level of education. Answered: 391 Skipped: 15 15

16 Which of the following ranges includes your annual household income? Answered: 388 Skipped: 18 16

17 Visitor Characteristics 17

18 Where is your primary residence? Answered: 406 Skipped: 0 18

19 Please touch the region in which your primary residence is located. Answered: 25 Skipped:

20 Counting this trip, HOW MANY trips have you taken to Hilton Head Island? Answered: 172 Skipped:

21 How many days do you intend to stay on Hilton Head Island? Answered: 176 Skipped:

22 Where are you staying overnight on this trip? Answered: 26 Skipped:

23 Within which Hilton Head Island hotel/resort are you staying? Answered: 18 Skipped:

24 How many months in advance did you book this trip? Answered: 168 Skipped:

25 How influential was the 2015 Hilton Head Island Wingfest when initially planning your trip to Hilton Head Island? Answered: 173 Skipped:

26 Would you have visited the Hilton Head Island area AT THIS TIME even if this festival had not been held? Answered: 170 Skipped:

27 Did you extend your stay in the Hilton Head Island area because you wanted to attend this festival? Answered: 169 Skipped:

28 How likely are you to return to the Hilton Head Island area when the Hilton Head Island Wingfest is NOT OCCURRING? Answered: 174 Skipped: 232 Extremely unlikely Very unlikely Not sure Very likely Extremely likely Total Weighted Average 2% 5% 18% 28% 48%

29 Has attending this festival increased any interest in purchasing residential real estate in the Hilton Head Island area for either full or part time purposes? Answered: 176 Skipped:

30 What would be the primary reason for you purchasing residential real estate in the Hilton Head Island area? Answered: 31 Skipped: 375 Answer Choice Response Percent Response Count Purchase to return to the area for most of my vacations Purchase to use as a full time resident for my future retirement 45% 14 26% 8 Purchase for investment purposes 10% 3 Other 10% 3 Purchase to use as a full time resident for my personal relocation 10% 3 Purchase to entertain business clients 0% 0 30

31 What was the primary reason for this visit to Hilton Head Island? Answered: 176 Skipped: 230 Answer Choice Response Percent Response Count Pleasure vacation 54% 95 Visit friends or relatives 17% Hilton Head Island Wingfest 11% 20 Outdoor recreation 6% 11 Convention or Conference 3% 5 Business and Pleasure 3% 5 Activity close to home 3% 5 Other business 2% 4 Just passing through 1% 2 31

32 How many additional people are you financially responsible for during this trip? Answered: 176 Skipped:

33 Approximately, how much will you spend on lodging PER NIGHT? Answered: 166 Skipped: 240 Amount Response Percent Response Count $ % 15 $ % 24 $ % 26 $ % 15 $ % 10 $ % 6 $ % 1 $ % 1 $ % 1 $ % 1 $ % 0 $ % 0 $ % 0 $ % 0 $ or more 0% 0 Not applicable 39% 65 33

34 Approximately, how much do you think you'll spend on restaurant dining PER DAY? Answered: 166 Skipped: 240 Amount Response Percent Response Count $ % 27 $ % 34 $ % 35 $ % 14 $ % 22 $ % 8 $ % 3 $ % 2 $ % 1 $ % 1 $ % 1 $ % 0 $ % 0 $ or more 1% 1 N/A 10% 17 34

35 How much do you think you'll spend on retail purchases PER DAY (i.e. clothes, gifts, etc.)? Answered: 168 Skipped: 238 Amount Response Percent Response Count $ % 38 $ % 40 $ % 30 $ % 9 $ % 17 $ % 2 $ % 1 $ % 3 $ % 1 $ % 1 $ % 0 $ or more 1% 2 N/A 14% 24 35

36 How much do you think you'll spend on recreation expenses (i.e. golf, tennis, bicycling, etc.) PER DAY? Answered: 162 Skipped: 244 Amount Response Percent Response Count $ % 41 $ % 34 $ % 22 $ % 12 $ % 10 $ % 3 $ % 2 $ % 3 $ % 3 $ % 1 $ % 0 $ or more 1% 2 N/A 18% 29 36

37 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. Choose all that apply. Answered: 174 Skipped: 232 Answer Choice Response Percent Response Count Restaurants 84% 147 Beaches 82% 143 Shopping Malls/Centers 49% 85 Festivals/Special Events 49% 86 Bicycling 37% 65 Sightseeing 36% 63 Golf 35% 61 Historical Landmarks 28% 48 Museums/Performing Arts/Cultural Activities 22% 39 Antique Shops 20% 35 South Carolina State Parks/National Forests 19% 33 37

38 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. Choose all that apply. Answer Choice Response Percent Response Count Art Galleries 17% 30 Hiking 14% 25 Sea Kayaking 10% 17 Fishing 9% 16 Convention/Conference Centers 7% 12 Tennis 7% 12 Farms/Barns/Orchards 7% 12 Boating/Sailing 7% 12 Other 7% 12 Camping 4% 7 Spectator/Sporting Events 4% 7 Children s Activities 3% 6 38

39 How did you learn of the Hilton Head Island Wingfest? Answered: 400 Skipped: 6 Answer Choice Response Percent Response Count Word of Mouth 42% 166 Newspaper 18% 72 Other 17% 66 Internet Search 11% 45 Magazine Article or Ad 10% 39 Television Commercial or News Coverage 6% 22 The Island Recreation Website 6% 23 Social Networks (Facebook, Twitter, etc.) 6% 30 Radio Commercial or News Coverage 4% 15 Hilton Head Island Visitor and Convention Bureau 4% 14 Other Website 4% 16 3% 10 39

40 From which newspaper did you find out about the 2015 Wingfest? Answered: 68 Skipped:

41 Including this festival, how many times have you attended the Hilton Head Island Wingfest? Answered: 396 Skipped: 10 41

42 Which of the other Wingfest events listed below did you or will you attend? Answered: 373 Skipped: 33 42

43 Were the bands influential in your decision to attend today's event? Answered: 406 Skipped: 0 43

44 Which band did you primarily come to see? Answered: 140 Skipped:

45 How would you rate the following festival characteristics? Answered: 405 Skipped: 1 Very good Good Average Poor Very poor Don t Know- N/A Total Weighted Average Staff friendliness 71% 24% 3% 1% 0% 1% Location 68% 26% 5% 0% 0% 1% Music 68% 25% 5% 0% 1% 0% Quality of Food You Purchased Overall Value of the Event 61% 30% 6% 0% 0% 2% % 33% 7% 1% 0% 0% Ambiance 56% 35% 8% 0% 0% 0%

46 How would you rate the following festival characteristics? Answered: 400 Skipped: 6 Very good Good Average Poor Very poor Don t Know- N/A Total Weighted Average Kid s Area 35% 19% 6% 0% 0% 40% Event Layout and Design Quality of Beverage You Purchased Consistency of the Wingfest theme throughout the festival 54% 37% 7% 1% 0% 0% % 29% 10% 0% 1% 9% % 37% 9% 1% 0% 2% Crowd Flow 51% 39% 8% 1% 0% 0% Food Vendor Variety 55% 32% 10% 2% 1% 1%

47 How would you rate the following festival characteristics? Answered: 395 Skipped: 11 Very good Good Average Poor Very poor Don t Know- N/A Total Weighted Average Quantity of Food Items per Purchase Quantity of Beverage per Purchase 51% 31% 14% 1% 1% 2% % 32% 13% 1% 1% 9% Cost 49% 29% 18% 4% 0% 1% Parking 42% 34% 16% 4% 1% 3% Availability of Public Seating 43% 33% 14% 6% 2% 1%

48 How likely are you to return to next year's festival and recommend the festival to friends? Answered: 403 Skipped: 3 Extremely unlikely Very unlikely Not sure Very likely Extremely likely Total Weighted Average Return to next year s festival 3% 1% 12% 30% 55% Recommend the festival to friends 1% 1% 6% 34% 58%

49 For More Information Contact Dr. John Salazar LinkedIn: Lowcountry and Resort Islands Tourism Institute at USCB 49