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.
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Visitor Profile
 The Metro Region visitor profile is:
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
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%)
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



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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
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