2014 Hilton Head Island Burgers and Brew Festival

Transcription

1 2014 Hilton Head Island Burgers and Brew Festival Lowcountry and Resort Islands Tourism Institute at USC Beaufort Kelli Brunson Catherine Moorman Timothy Luke Stiltner Dr. John Salazar

2 325 Total Responses Complete Responses: 280 2

3 Demographics 3

4 Zip Code Analysis This analysis includes the zip codes collected from the entrance gate. It also includes the Hilton Head and Savannah area. 4

5 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area % Share % Share - Arbitron % Share - Nielsen % Share - Scarbarough 1 Hilton Head Island-Beaufort, SC MSA 21 29% 29% 29% 29% 2 Savannah, GA MSA 5 7% 7% 7% 7% 3 Raleigh-Cary, NC MSA 4 6% 5% 5% 5% 4 Charlotte-Gastonia-Concord, NC-SC MSA 4 6% 4% 5% 4% 5 Charleston-North Charleston, SC MSA 3 4% 4% 4% 4% 6 Boston-Cambridge-Quincy, MA-NH MSA 4 6% 3% 4% 3% 7 Cleveland, TN MSA 3 4% 3% 3% 3% 8 Philadelphia-Camden-Wilmington, PA- NJ-DE-MD MSA 4 6% 3% 3% 3% 9 Atlanta-Sandy Springs-Marietta, GA MSA 4 6% 3% 3% 3% 10 Pittsburgh, PA MSA 3 4% 3% 3% 3% 11 Miami-Fort Lauderdale-Miami Beach, FL MSA 3 4% 2% 3% 3% 12 Jacksonville, FL MSA 2 3% 2% 2% 2% 13 Washington-Arlington-Alexandria, DC- VA-MD-WV MSA 3 4% 2% 2% 1% 14 Chicago-Naperville-Joliet, IL-IN-WI MSA 4 6% 1% 2% 2% 15 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 5 7% -2% 0% 2% Total Total % 100% 100% 100% 5

6 Breakdown of Markets According to this zip code analysis, the markets are as follows. Strong Markets: Hilton Head Island-Beaufort, SC, Savannah, GA, Raleigh, NC, Charlotte, NC, and Charleston-North Charleston, SC. Middle Markets: Boston, MA, Cleveland, TN, Philadelphia, PA, Atlanta, GA, and Pittsburgh, PA. Weaker Markets: Miami, FL, Jacksonville, FL, Washington, DC, Chicago, IL, and New York, NY. 6

7 All Zip Codes Collected This is a record of all the zip codes collected from the entrance gate at the 2014 Hilton Head Island Burgers and Brew. 7

8 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 1 Hilton Head Island-Beaufort, SC MSA 21 2 Savannah, GA MSA 5 3 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 5 4 Charlotte-Gastonia-Concord, NC-SC MSA 4 5 Chicago-Naperville-Joliet, IL-IN-WI MSA 4 6 Atlanta-Sandy Springs-Marietta, GA MSA 4 7 Raleigh-Cary, NC MSA 4 8 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 4 9 Boston-Cambridge-Quincy, MA-NH MSA 4 10 Charleston-North Charleston, SC MSA 3 11 Cleveland, TN MSA 3 12 Miami-Fort Lauderdale-Miami Beach, FL MSA 3 13 Pittsburgh, PA MSA 3 14 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 3 15 Jacksonville, FL MSA 2 16 Indianapolis-Carmel, IN MSA 2 17 Asheville, NC MSA 2 18 Athens-Clarke County, GA MSA 2 19 Greenville, SC MSA 2 20 Akron, OH MSA Morgantown, WV MSA 2 23 Dallas-Fort Worth-Arlington, TX MSA 1 24 Tucson, AZ MSA 1 25 Naples-Marco Island, FL MSA 1 8

9 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 26 Ocala, FL MSA 1 27 Hinesville-Fort Stewart, GA MSA 1 28 Statesboro, GA MSA 1 29 Augusta-Richmond County, GA-SC MSA 1 30 Wilmington, NC MSA 1 31 Davenport-Moline-Rock Island, IA-IL MSA 1 32 Columbia, SC MSA 1 33 Orlando-Kissimmee, FL MSA 1 34 Enterprise-Ozark, AL MSA 1 35 Ardmore, OK MSA 1 36 Louisville-Jefferson County, KY-IN MSA 1 37 Lexington-Fayette, KY MSA 1 38 Cincinnati-Middletown, OH-KY-IN MSA 1 39 Milwaukee-Waukesha-West Allis, WI MSA 1 40 Battle Creek, MI MSA 1 41 Greeneville, TN MSA 1 42 Johnson City, TN MSA 1 43 Kingsport-Bristol-Bristol, TN-VA MSA 1 44 Statesville-Mooresville, NC MSA 1 45 Southern Pines-Pinehurst, NC MSA 1 46 Lynchburg, VA MSA 1 47 Columbus, OH MSA 1 48 Toledo, OH MSA 1 49 Canton-Massillon, OH MSA 1 50 Youngstown-Warren-Boardman, OH-PA MSA 1 51 Lancaster, PA MSA 1 52 Binghamton, NY MSA 1 53 New Haven-Milford, CT MSA 1 54 Providence-New Bedford-Fall River, RI-MA MSA 1 Total 116 9

10 Zip Code Analysis This analysis includes the zip codes collected from the survey responses. It does not include the Hilton Head and Savannah area. 10

11 Metropolitan Area Sum of 62 by Metropolitan Area % Share % Share - Arbitron % Share - Nielsen % Share - Scarbarough Charlotte-Gastonia-Concord, NC-SC MSA 13 19% 18% 18% 18% Raleigh-Cary, NC MSA 8 12% 11% 11% 11% Columbia, SC MSA 6 9% 9% 9% 9% Charleston-North Charleston, SC MSA 5 7% 7% 7% 7% Lynchburg, VA MSA 4 6% 6% 6% 5% Louisville-Jefferson County, KY-IN MSA 4 6% 5% 5% 5% Jacksonville, FL MSA 4 6% 5% 5% 5% Athens-Clarke County, GA MSA 3 4% 4% 4% 4% Augusta-Richmond County, GA-SC MSA 3 4% 4% 4% 4% Asheville, NC MSA 3 4% 4% 4% 4% Boston-Cambridge-Quincy, MA-NH MSA 4 6% 4% 4% 4% Hinesville-Fort Stewart, GA MSA 2 3% 3% 3% 3% Cleveland, TN MSA 2 3% 3% 3% 3% Atlanta-Sandy Springs-Marietta, GA MSA 3 4% 2% 2% 2% Chicago-Naperville-Joliet, IL-IN-WI MSA 3 4% 0% 1% 1% Total % 100% 100% 100% 11

12 Breakdown of Markets According to this zip code analysis, the markets are as follows. Strong Markets: Charlotte, NC, Raleigh, NC, Columbia, SC, Charleston-North Charleston, SC, Lynchburg, VA. Middle Markets: Louisville, KY, Jacksonville, FL, Athens, GA, Augusta, GA, Asheville, NC. Weaker Markets: Boston, MA, Hinesville, GA, Cleveland, TN, Atlanta, GA, Chicago, IL. 12

13 All Zip Codes Collected This is a record of all the zip codes collected from the 2014 Burgers and Brew Survey. 13

14 Rank Order Metropolitan Area Sum of 62 by Metropolitan Area 1 Hilton Head Island-Beaufort, SC MSA Charlotte-Gastonia-Concord, NC-SC MSA 13 3 Raleigh-Cary, NC MSA 8 4 Columbia, SC MSA 6 5 Charleston-North Charleston, SC MSA 5 6 Jacksonville, FL MSA 4 7 Louisville-Jefferson County, KY-IN MSA 4 8 Lynchburg, VA MSA 4 9 Boston-Cambridge-Quincy, MA-NH MSA 4 10 Augusta-Richmond County, GA-SC MSA 3 11 Savannah, GA MSA 3 12 Chicago-Naperville-Joliet, IL-IN-WI MSA 3 13 Asheville, NC MSA 3 14 Atlanta-Sandy Springs-Marietta, GA MSA 3 15 Athens-Clarke County, GA MSA 3 16 Hinesville-Fort Stewart, GA MSA 2 17 Cleveland, TN MSA 2 18 Miami-Fort Lauderdale-Miami Beach, FL MSA 2 19 Lake City, FL MSA 2 14

15 Rank Order Metropolitan Area Sum of 62 by Metropolitan Area 20 Canton-Massillon, OH MSA 2 21 Morgantown, WV MSA 2 22 Spartanburg, SC MSA 2 23 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 2 24 Barnstable Town, MA MSA 2 25 San Francisco-Oakland-Fremont, CA MSA 1 26 Madera, CA MSA 1 27 Macon, GA MSA 1 28 Tucson, AZ MSA 1 29 Port St. Lucie-Fort Pierce, FL MSA 1 30 Ocala, FL MSA 1 31 Tampa-St. Petersburg-Clearwater, FL MSA 1 32 Pensacola-Ferry Pass-Brent, FL MSA 1 33 Omaha-Council Bluffs, NE-IA MSA 1 34 Rochester, MN MSA 1 35 Olympia, WA MSA 1 36 Seattle-Tacoma-Bellevue, WA MSA 1 37 Spokane, WA MSA 1 38 Minneapolis-St. Paul-Bloomington, MN-WI MSA 1 39 Lexington-Fayette, KY MSA 1 15

16 Rank Order Metropolitan Area Sum of 62 by Metropolitan Area 40 Milwaukee-Waukesha-West Allis, WI MSA 1 41 Lafayette, IN MSA 1 42 Indianapolis-Carmel, IN MSA 1 43 Morristown, TN MSA 1 44 Johnson City, TN MSA 1 45 Southern Pines-Pinehurst, NC MSA 1 46 Thomasville-Lexington, NC MSA 1 47 Pittsburgh, PA MSA 1 48 Virginia Beach-Norfolk-Newport News, VA-NC MSA 1 49 Scranton--Wilkes-Barre, PA MSA 1 50 Corning, NY MSA 1 51 Binghamton, NY MSA 1 52 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 1 53 Hartford-West Hartford-East Hartford, CT MSA 1 54 Worcester, MA MSA 1 Total

17 Please indicate your gender below. 17

18 Please indicate your age below. Answered: 273 Skipped: 52 18

19 Please indicate your marital status. 19

20 Do you have children under 18 living at home? 20

21 Please indicate your highest level of education. Answered: 264 Skipped: 61 21

22 Which of the following ranges includes your annual household income? Answered: 268 Skipped: 57 22

23 Visitor Characteristics 23

24 Where is your primary residence? 24

25 Please touch the region in which your primary residence is located. Answered: 2 Skipped:

26 Counting this trip, HOW MANY trips had you taken to Hilton Head Island? Answered: 109 Skipped:

27 How many days do you intend to stay on Hilton Head Island? Answered: 112 Skipped:

28 Where are you staying overnight on this trip? (for Day Trip respondents only) Answered: 14 Skipped:

29 What type of accommodations will you be using while visiting Hilton Head Island? Answer Choices Responses Response Count Villa/Condo Rental 27% 26 Home/villa/condo-owned 24% 23 With friends/relatives 18% 17 Villa/condo-timeshare 11% 11 Home-rental 8% 8 Full service hotel 8% 8 Other 2% 2 Limited service hotel/motel 1% 1 RV Park 1% 1 29

30 How many months in advance did you book this trip? Answered: 94 Skipped:

31 How influential was the 2014 Hilton Head Island Burgers and Brew Festival when initially planning your trip to Hilton Head Island? Answered: 92 Skipped:

32 Would you have visited the Hilton Head Island area AT THIS TIME even if this festival had not been held? 32

33 Did you extend your stay in the Hilton Head Island area because you wanted to attend this festival? 33

34 How likely are you to return to the Hilton Head Island area when the Hilton Head Island Burgers and Brew is NOT OCCURRING? Answered: 94 Skipped:

35 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? 35

36 What would be the primary reason for you purchasing residential real estate in the Hilton Head Island area? Answered: 32 Skipped: 293 Answer Choices Responses Response Count Purchase to return to the area for most of my vacations 34% 11 Purchase to use as a full time resident for my future retirement 25% 8 Purchase to use as a full time resident for my personal relocation 19% 6 Other 13% 4 Purchase for investment purposes 9% 3 Purchase to entertain business clients 0% 0 36

37 What was the primary reason for this visit to Hilton Head Island? Answered: 109 Skipped: 216 Answer Choices Responses Response Count Pleasure Vacation 45% 49 Visit friends or relatives 28% Hilton Head Island Burgers and Brew Festival 7% 8 Other business 6% 6 Business and Pleasure 4% 4 Convention or Conference 3% 3 Activity close to home 3% 3 Just passing through 3% 3 Outdoor recreation 2% 2 37

38 How many additional people are you financially responsible for during this trip? Answered: 109 Skipped:

39 Approximately, how much will you spend on lodging PER NIGHT? Answered: 106 Skipped:

40 Approximately, how much do you think you'll spend on restaurant dining PER DAY? Answered: 99 Skipped:

41 Approximately, how much do you think you'll spend on retail purchases PER DAY? Answered: 105 Skipped:

42 Approximately, how much do you think you'll spend on recreation expenses (i.e. golf, tennis, bicycling, etc.) PER DAY? Answered: 98 Skipped:

43 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 while visiting Hilton Head Island. Choose all that apply. Answer Choices Responses Response Count Beaches 86% 94 Restaurants 85% 93 Festivals/Special Events 51% 56 Bicycling 41% 45 Shopping Malls/Centers 39% 43 Golf 33% 36 Sightseeing 33% 36 Historical Landmarks 23% 25 Museums/Performing Arts/Cultural Activities 20% 22 Tennis 19% 21 Boating/Sailing 17% 18 Fishing 16% 17 Antique Shops 15% 16 43

44 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 while visiting Hilton Head Island. Choose all that apply. Answer Choices Responses Response Count Hiking 13% 14 Art Galleries 12% 13 Sea Kayaking 12% 13 South Carolina State Parks/National Forests 10% 11 Children s Activities 10% 11 Convention/Conference Centers 9% 10 Spectator/Sporting Events 9% 10 Camping 8% 9 Farms/Barns/Orchards 6% 6 Other 5% 5 44

45 How did you first learn of the Hilton Head Island Burgers and Brew Festival? Answer Choices Responses Response Count Word of Mouth 30% 85 Newspaper 21% 58 Other 12% 34 I previously attended the festival 10% 27 Magazine 8% 23 Internet Search 8% 22 Social Networks (Facebook, Twitter, etc.) 4% 10 The Island Recreation Website 3% 9 Radio Commercial or News Coverage 2% 6 Other website 1% 4 Television Commercial or News Coverage 1% 2 Hilton Head Island Visitor and Convention Bureau 1% 2 45

46 From which newspaper did you find out about the 2014 Burgers and Brew Festival? 46

47 Did you attend last year's Hilton Head Island Burgers and Brew Festival? 47

48 How would you rate the following festival characteristics? Very Good Good Average Poor Very Poor Don't Know-N/A Total Average Rating Music 57% 36% 7% 0% 0% 0% Ambiance 54% 38% 8% 0% 0% 0% Cost 34% 32% 36% 6% 1% 1% Staff Friendliness 72% 25% 4% 0% 0% 0% Kid's Area 33% 21% 8% 1% 1% 36% Location 70% 27% 3% 0% 0% 0%

49 How would you rate the following festival characteristics? Very Good Good Average Poor Very Poor Don't Know- N/A Total Average Rating Parking 47% 36% 11% 1% 3% 2% Food Vendor Variety Quality of Food You Purchased Quality of Beverage You Purchased Quantity of Food Items per Purchase Quantity of Beverage Per Purchase 56% 34% 8% 1% 0% 1% % 31% 3% 1% 0% 4% % 32% 9% 1% 0% 6% % 40% 10% 2% 0% 5% % 37% 13% 3% 0% 8%

50 How would you rate the following festival characteristics? Very Good Good Average Poor Very Poor Don't Know- N/A Total Average Rating Availability of Public Seating 41% 41% 15% 2% 0% 1% Consistency of the "Burgers and Brew" theme throughout the festival 49% 42% 7% 0% 0% 2% Event Layout and Design 46% 43% 10% 1% 0% 0% Crowd Flow 47% 41% 11% 0% 0% 0% Overall Value of the Event 47% 42% 10% 0% 0% 0%

51 When traveling on vacation, what form of mobile technology do you primarily use when gathering information about the destination you're visiting? Answered: 274 Skipped: 51 51

52 The following items are related to your use of internet travel review sites when making travel plans. Please indicate your level of agreement for each statement. Strongly agree Agree Neutral Disagree Strongly disagree Total Average Rating I often read other tourists' online travel reviews to know what destinations make good impressions on others. To make sure I choose the right destination, I often read other tourists' online travel reviews. I often consult other tourists' online travel reviews to help choose an attractive destination. 28% 38% 24% 6% 4% % 43% 22% 6% 5% % 39% 25% 9% 5% I frequently gather information from tourists' online travel reviews before I travel to a certain destination. 25% 37% 27% 6% 5% If I don't read tourists' online travel reviews when I travel to a destination, I worry about my decision. When I travel to a destination, tourists' online travel reviews make me confident in traveling to the destination. 14% 28% 30% 18% 10% % 38% 28% 6% 6%

53 Please indicate how often you use the following social media platforms. Hourly Daily 3-5 times per week 4 times per month Once per month I don't use this medium Total Average Rating Facebook 16% 46% 15% 3% 4% 15% Twitter 6% 11% 7% 2% 9% 64% Google+ 7% 38% 11% 4% 8% 31% YouTube 7% 21% 21% 17% 15% 19% LinkedIn 3% 9% 15% 8% 9% 56% Myspace 3% 1% 0% 1% 3% 91% Instagram 12% 15% 6% 3% 2% 62% Pinterest 7% 11% 10% 5% 5% 62% Tumblr 5% 5% 3% 1% 2% 84% Vine 5% 4% 3% 2% 2% 84% Snapchat 15% 9% 7% 2% 3% 64% Other 5% 5% 3% 1% 3% 84%

54 How likely are you to return to next year's festival and recommend the festival to friends? Extremely likely Very likely Not sure Very unlikely Extremely unlikely Total Average Rating Return to next year's festival 45% 36% 16% 3% 0% Recommend the festival to friends 48% 42% 8% 2% 0%

55 For More Information Contact Dr. John Salazar LinkedIn: Lowcountry and Resort Islands Tourism Institute at USCB 55