Lake Tahoe Visitors Authority. Visitor Profile Study Top Line Results Preliminary Summer + Fall 2015

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1 Lake Tahoe Visitors Authority Visitor Profile Study Top Line Results Preliminary Summer + Fall 2015

2 Notes The following is summary top line report of data collected over the summer and fall quarters. The data is preliminary and numbers may not foot due to rounding.

3 Project Objectives Develop visitor profile data. Analyze the importance of various factors on decisions to visit Lake Tahoe. Analyze how visitors rate various Lake Tahoe offerings. Analyze the effectiveness of LTVA advertising in creating awareness of Tahoe South, influencing travel decisions, and driving traffic to

4 Project Methodology Surveys were conducted with Tahoe South visitors between October 15, 2015 and January 10, Locations included the casino hotels, the Heavenly Village, the area between the Y and Emerald Bay, Ski Run Marina, and Zephyr Cove Resort. Interviews were conducted on both weekends and weekdays.

5 Market Overview A changing landscape GDP (% Change) 2.2% - 2.4% 2.8% Unemployment % (California) 6.2% 11.4% 5.8% Unemployment % (United States) 5.5% 9.8% 5.0% Analyst Notes: Tahoe South is experiencing a very different marketplace today. The travel economy in California is very strong compared to the past. Personal Income Growth (Real) 3.9% -1.7% 3.9% Consumer Price Index % 0%

6 Visitor Demographics and Patterns

7 Demographics Gender 2015 Summer 2015 Fall 2015 Summer 2015 Fall Household income: Male 42% 40% 0 $29,000 3% 3% Female 58% 60% $30,000 39,999 3% 6% Marital Status: $40,000 49,999 12% 13% Single 20% 20% $50,000 59,999 8% 12% Married 58% 57% $60,000 69,999 9% 8% Living together 21% 22% $70,000 99,999 15% 14% Widowed 1% $100, ,999 20% 19% Family Status: $150, ,000 10% 10% No children 44% 46% $200, ,000 11% 9% Children at home 31% 31% $250, ,000 2% 2% Empty nester 25% 23% $350, ,999 1% - Age: Mean $136,000 $127,000 Mean Median $100,000 $88,000 Median Analyst Notes: Numbers may not foot due to rounding.

8 New vs. Repeat Visitors New 32% 40% Repeat 60% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% Fall Summer

9 Visitor Mix Overnight Visitor 70% 77% Day Visitor 23% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Fall Summer

10 Visitor Patterns Summer Average trip frequency over the past 12 months was 2.9 Average length of stay 3.2 days Average party size 3.0 Fall Average trip frequency over the past 12 months was 4.0 Average length of stay 2.9 days Average party size 3.2

11 Trip Frequency Past 5 Years 40% 35% 30% 25% 20% 15% 10% 5% 0% 8% 4% Casual/ Infrequent Visitors 23% 18% 13% 7% 5% 3% Loyal Visitors 1 Time 2 Times 3 Times 4 Times 5 Times 6-10 Times Summer Fall 25% 15% Passionate Visitors 36% 32%

12 Overall Satisfaction Very Dissatisfied 1% 2% Somewhat Satisfied 6% 8% Very Satisfied 93% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fall Summer

13 Likelihood of Returning Within 12 Months 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 44% 41% 28% 27% 21% 16% 13% 10% Definitely/Probably Maybe Unlikely Definitely Not Summer Fall

14 Season Most Likely to Return 60% 50% 40% 46% 49% 44% 41% 30% 20% 10% 12% 5% 19% 5% 0% Winter Spring Summer Fall Summer Fall

15 Notes The fall season saw an increase in the percentage of new visitors. The fall season also an increase in the percentage of overnight visitors. Typically the summer season attracts visitors who come for the day to experience the lake, activities and cooler temperatures. Trip frequency was higher for those in the fall season, length of stay similar to summer visitors. Fall visitors saw a higher percentage of loyal visitors (those visiting 5 times in the past five years) and a slightly lower percentage of passionate visitors. Overall experience of the trip was high.

16 About the Destination

17 Attribute Importance Rating in Decision to Visit Gaming Concerts Special event Recommendation Distance to area Previous visit Price/value Outdoor recreation Weather The lake itself Scenic beauty 5% 20% Gaming, 16% 20% Concerts, 26% 32% Special event, 40% Recommendation, 39% 32% Distance to area, 37% 27% Previous visit, 41% 32% Price/value, 39% 33% Outdoor recreation, 34% 37% 60% Weather, 67% The lake itself, 81% 87% Scenic beauty, 93% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fall Summer

18 South Shore Attribute Agreement Ratings Has quality restaurants Has restaurant choices I like Has the kinds of special events I like Provides good nightlife and entertainment Is improving as a destination Has a combination of day and night activities Is a good year-round vacation destination Provides a unique experience Has the kind of outdoor recreation I like Has a feel I like Is scenically beautiful with awe-inspiring nature 37% 41% 36% 42% 55% 51% 52% 53% 71% 61% 69% 65% 67% 66% 63% 62% 85% 79% 83% 73% 98% 97% 0% 20% 40% 60% 80% 100% 120%

19 Primary Reason for Choosing Tahoe South Instead of Other Parts of Lake Tahoe (Top Ten) Dining options Access to mountain bike trails Access to Emerald Bay Feel and a vibe I like Price/value Lodging choices Beaches Gaming options Entertainment Recreation activities 1% 2% 2% 3% 4% 4% 4% 5% 4% 7% 7% 8% 9% 10% 9% 11% Analyst Notes: This is one in a series of new questions designed to give some insight about what makes South Shore different from North Shore. 13% 0% 5% 10% 15% 20% 25% 30% 17% 20% 27%

20 Primary Reason for Visiting Other Honeymoon Business meeting Wedding Attend a special event Visit friend/relative Leisure vacation 4% 6% 4% 2% 5% 4% 2% 3% 7% 15% 16% 15% 55% 62% 0% 10% 20% 30% 40% 50% 60% 70% Fall Summer

21 How Likely to Recommend Tahoe South to a Friend, Family Member or Colleague? 10 = Extremely Likely 90% 80% 70% 60% 50% 40% 30% 80% 84% 20% 10% 0% 10% 11% 10% %

22 Notes Scenic beauty and the lake continues to be the most important attribute when considering the destination. Note the decrease in concerts as an important attribute in deciding to take a visit. The availability of concerts may play an important role in the decision making process for the rest of the year. Other research by the LTVA has identified the importance of the outdoor concerts as a reason for visitation. Of the attributes tested restaurants received the lowest agreement rating, additional effort needs to be focused to strengthen this offering. Note the decrease in special event attendance in the fall season vs. the summer season.

23 Destination Culture

24 Which Best Describes the Local Culture? Is a foodie destination Feel vibrant/energetic and interesting Is a place I feel comfortable being myself and doing things I Natural environment integral to a sense of place Music/entertainment oriented Gaming oriented 35% 31% 44% 43% 74% 64% 73% 64% 59% 67% 74% 88% Analyst Notes: This slide has huge potential as visitors see Tahoe South as primarily a welcoming recreation culture. This might be an avenue to create a feel for advertising communication. Friendly and welcoming 88% 83% Recreation oriented 97% 96% 0% 20% 40% 60% 80% 100% 120%

25 What Did You Personally Want to Get Out of this Trip to Tahoe South? Other Sense of well being Personal spiritual renewal Emotional well being Sense of wonder Connection to the Connection with family Connection with friends Rest & relaxation 1% 2% 3% 3% 3% 3% 4% 6% 7% 16% 20% 21% 21% 24% 30% Analyst Notes: Note the interest in connecting with family and friends in the fall season. 32% 37% 45% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

26 Summary There is a strong interest in Tahoe South. Fall visitors have slightly different interests and emphasize different elements of the destination and their trip. The value of special events during the summer is made clear with data from the fall. The destination is seen primarily as a recreation destination and the local culture reflects that. A good percentage of people are looking to connect with friends and family while on vacation. People are generally enjoying their trip.