2010 Watkins Report Summary Part One: Meet Minneapolis
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Transcript 2010 Watkins Report Summary Part One: Meet Minneapolis
Metro Region Visitor Profile
Kevin Hanstad
August 25, 2010
Table of Contents
Document Objective
Metro Region Visitor Profile
Data Charts
22
Document Objective
The purpose of this document is to identify the demographic and
behavioral profile of the people visiting Minneapolis.
The source of data for this exercise is a report entitled “The Economic
Impact of Expenditures By Travelers On Minnesota’s Metro Region
and The Profile of Travelers”, published in January 2009.
This report resulted from a study commissioned by Explore
Minnesota, the University of Minnesota Tourism Center and the Metro
Tourism Committee. The research was conducted by DavidsonPeterson Associates of Kennebunk, Maine.
The data for the study was collected from June 2007 through May
2008 and represents those visitors to the entire Minneapolis-St. Paul
metropolitan area.
3
Visitor Profile
The Metro Region visitor profile is:
Male or Female (50% / 50%)
30 to 59 years of age (67%)
Income between $35,000 and $125,000 (63%)
Caucasian (90%)
Traveling on vacation or for personal reasons (70%)
Shop, especially at the Mall of America (60% / 33%)
Visit family or friends (27%)
Enjoy the dining and nightlife (69% / 19%)
Participate in outdoor activities (27%)
See the city sites (21%)
Visit museums (20%)
Attend a fair or festival (19%)
Party of two to three people, most often without children (70%)
Most likely to stay in a hotel for three to four nights (67%)
Uses the Internet or word-of-mouth when making travel plans (62% / 41%)
Spends $135 per day per person
Source: The Economic Impact of Expenditures By Travelers On Minnesota’s Metro Region and The Profile of Travelers, January 2009
4
Data Charts
The Metro Region visitor profile presented on the previous page was
derived from the data charted on the following pages.
The full report from which this data was sourced is available for
review.
5
Metro Visitor Profile: Age and Gender
Two-thirds of visitors are between the ages of 30 and 59. Gender is evenly split.
Age
Age
3%
4%
5%
8%
Gender
Gender
18 to 24
8%
8%
19%
24%
25 to 29
30 to 39
49%
40 to 49
50 to 59
48%
60 to 64
24%
65 +
No Answer
Average Age: 44.8 Years
Male
Female
No Answer
66
Metro Visitor Profile: Income and Ethnicity
Two-thirds of visitors earn between $35,000 and $125,000. Almost all are white.
Racial/Ethnic Background
Income
Less than $25,000
Ethnicity
$25,000 to $34,999
10%
6%
White
Black
$35,000-$49,999
6%
Hispanic
10%
12%
$50,000-$74,999
5%
Asian
$75,000-$99,999
13%
22%
16%
$100,000-$124,999
American Indian
$125,000-$149,999
$150,000 or More
Median Income: $74,000
90%
Other
No Answer
77
Metro Visitor Profile: Residence
One-third of visitors are from Minnesota. One out of five are from the
Minneapolis-St. Paul area.
Residence
Market
Minnesota
Duluth-Superior
Wisconsin
Illinois
2%
2%
Fargo-Valley City
Iowa
13%
Chicago
California
21%
32%
Rochester-Mason
City-Austin
Texas
5%
North Dakota
South Dakota
9%
4%
2% 2% 2%
2%
Other State
Canada
LaCrosse-Eau Claire
5%
55%
27%
Mpls-St. Paul
2%
3%
3%
2% 2%
New York
Sioux Falls-Mitchell
2%
Milwaukee
3%
Other Country
No Answer
Other Markets
88
Metro Visitor Profile: Trip Purpose and Length of Stay
Almost three-fourths of visits are vacation or personal. Average length of stay is
3.5 nights.
Trip Purpose
60
50
P
e 40
r
c 30
e
n 20
t
10
Length of Stay
Daytripper
Vacation
8% 16%
Personal ¹
18%
37%
51
Business
20 20
21%
1 Night
2 Nights
3 to 6
Nights
7 + Nights
13
0
Convention /
Conference
Average Nights: 3.5
¹ Wedding, funeral,
etc.
Tripmedical,
Purpose
99
Metro Visitor Profile: Travel Party Composition
Average travel party size is 2.6 people. Seven out of ten travel parties do not
include children.
Travel Party Size
Children in Travel Party
1 Person
14%
24%
30%
32%
30%
2 People
3 to 4
People
70%
One or
More
Children
Under 18
No
Children
5 or More
People
Average Travel Party Size: 2.6
10
10
Metro Visitor Profile: Lodging
Two-thirds of visitors stay in a hotel, motel or historic inn.
Hotel / Motel / Historic Inn
16%
1%
Bed & Breakfast
Home of Family or Friends
16%
66%
1%
Vacation Home / Condo /
Cabin / Houseboat of Family
or Friends
Day Tripper
11
11
Metro Visitor Profile: Activities
Dining out and shopping at the Mall of America are popular activities.
General Activities 80%
Shopping 60%
69
Dining Out
33
At the Mall of America
21
Taking in City Sites
15
Sightseeing / Driving for Pleasure
24
General or Mall Shopping
19
Nightlife / Evening Entertainment
22
For Gifts or Souvenirs
7
Casino Gaming
Driving on Designated Scenic
Byways
7
3
Viewing Fall Colors
0
13
Outlet Shopping
6
Arts. Crafts, Antiques
20
40
60
Percent Participating
80
0
10
20
30
40
Percent Participating
12
12
Metro Visitor Profile: Activities
Visiting friends or relatives and attending fairs/festivals are other primary
reasons for visiting the Metro Region.
Attending 50%
Visiting 49%
19
Fairs of Festivals
Other Museums
8
7
6
Historic Sites
6
Popular Music Concerts or Shows
10
10
Art Museums
7
Professional Sporting Events
14
Amusement Parks or Carnivals
11
Amateur Sporting Events
27
Friends or Relatives
State or National Parks
5
Theater Performances
Indoor Water Parks
2
Classical Music Concerts
3
3
Indian Areas
Outdoor Water Parks
9
Other Events
7
Other Attraction
0
5
10
15
Percent Participating
20
0
10
20
30
Percent Participating
13
13
Metro Visitor Profile: Activities
About a quarter of visitors take part in outdoor activities.
Participating In 27%
11
Pool Swimming
5
Hiking
3
3
Fishing
Lake/River Swimming
2
2
2
Biking
Golfing
Wildlife Viewing or Bird Watching
1
1
1
1
1
Canoeing
Downhill Skiing or Snowboarding
Hunting
Motor Boating / Water Skiing
Off-Road ATV Driving
8
Other Activity
0
2
4
6
8
Percent Participating
10
12
14
14
Metro Visitor Profile: Number of Trips and Planning
Metro visitors take trips in Minnesota about once a year, and use the Internet
and “word-of-mouth” as their primary planning sources.
Minnesota Trips in Last 5 Years
70
None
Travel Planning Sources
62
Internet
60
1%
27%
1 Trip
26%
9%
15%
2 to 4 Trips
5 to 10 Trips
22%
P
e
r
c
e
n
t
50
41
40
30
20
10
More than 10
Trips
Median Trips: 4.0
No Answer
14
554
2211
0
Travel Planning
Sources
Friends / Relatives /
Co-Workers
Brochure / Travel
Guide
Airline / Travel
Agency
Newspaper /
Magazine
Visitor / Welcome
Center
TV / Radio
Local Tourism
Bureau
State Travel Office
Other
15
15
Metro Visitor Profile: Number of Visits
17.9 million person-visits¹ were made to the Metro Region during the 12-month
period from June 2007 to May 2008. One-quarter of those were day trips.
Day Trips,
4.9
27%
Overnight,
13.0
73%
¹ Person-visit = one person on a day trip or one person staying overnight in one accommodation for one or more nights
16
16
Metro Visitor Profile: Expenditures
Visitors spent $6.2 billion in the Metro Region during this same 12-month
period.
73%
17
17
Metro Visitor Profile: Expenditures
Estimated Average Visitor Expenditures Per Person Per Day
$160
$140
$150
$135
$120
$108
$100
$80
$60
$46
$40
73%
$20
$All Visitors
Visitors Staying at
Hotels/Motels/B&Bs
Visitors Visiting
Friends/Relatives
Day Trippers
18
18