2016 Springfield, Illinois Visitor Study

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Contents EXECUTIVE SUMMARY ...................................................................................... 3

STUDY OBJECTIVE ............................................................................................. 5

STUDY METHODOLOGY .................................................................................... 5

SECTION 1: PROFILE OF VISITORS .................................................................... 7

A. Demographic Information of Visitors ........................................................... 7

B. Motivation of Visitors ................................................................................. 11

C. Travel Behavior Patterns of Visitors ........................................................... 13

D. Spending ..................................................................................................... 17

E. Activity Profiles ........................................................................................... 18

F. Visitor Experience ....................................................................................... 20

SECTION 2: NON-VISITOR COMPARISON with VISITORS ............................... 22

A. Demographic Information .......................................................................... 22

B. Travel Intentions of Non-Visitors ................................................................ 24

C. Non-Visitors’ Perceptions of Springfield, Illinois ........................................ 27

SECTION 3: EVALUATION OF INFORMATION ................................................. 30

A. Information ................................................................................................. 30

B. Advertising and Promotion ......................................................................... 36

SECTION 4: DESTINATION CHOICE ................................................................. 38

SECTION 5: CONVERSION RATE ..................................................................... 42

APPENDIX A: Origin of Travelers (by ZIP code) ............................................... 43

APPENDIX B: Reasons For Multiple Visitation (#Times, Comments) .............. 46

APPENDIX C: Most Memorable Part of Visit To Springfield, Illinois ............... 51

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EXECUTIVE SUMMARY Study Objective – The objective of this research project was to conduct an assessment of inquiries to the Springfield Convention and Visitors Bureau (CVB) between January 2010, and the close of the survey (January, 2016). Profiles of visitors and non-visitors were developed based on the data collected. Study Methodology – An online survey was designed and conducted (December 2015 - January, 2016) to identify the effectiveness of the marketing information sent to inquirers, and to develop a profile of visitors and non-visitors to Springfield. A total of 492 visitors and 132 non-visitors responded to the survey. Visitor Profile – survey respondents that had previously visited Springfield are, on average:

• White, well-educated married couples over 46 years old with no children under the age of 18 living at home.

• Traveled to Springfield to visit historical sites and attractions, particularly Lincoln-related sites and attractions.

• Traveled by car (less than 500 miles each way) and stayed an average of 3 nights in a hotel/motel, spending an average of $227.87 per person over the course of their visit – not including transportation to Springfield.

• The summer months were the most popular time to visit Springfield, with another small peak of visitation occurring in October.

• Top 5 visitor activities: 1. Explored sites and attractions related to Abraham Lincoln 2. Dining 3. Visited historic sites 4. Went to a museum or memorial 5. Took a tour

• Visitors reported a desire to participate in six activities of which they had been unaware: visiting a wildlife park or sanctuary, exploring Route 66, visiting an art gallery, winery or microbrewery, or taking in a show.

• Described the most memorable part of their trip to Springfield (Top 3 words used) 1. Lincoln 2. Museum 3. Historic

• Sixty percent of visitors intended to visit again in the next 2 years, while 93% would recommend Springfield to others.

Non-Visitor Profile • Non-visitors were not distinctly different from visitors in their demographic profile. • More than half reported that it was “likely” or “very likely” that they would visit

Springfield within 2 years, and 85% would recommend Springfield to others, even without having visited themselves.

• Top 3 reasons for not visiting: 1. Planning to visit in the future 2. Lacked time for a trip 3. Financial reasons

• Top 5 images attributed to Springfield: 1. Historic

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2. Interesting 3. Friendly 4. Family friendly 5. Safe

• Top 3 most important attributes when choosing a trip 1. Safe 2. Interesting 3. Affordable

• Attributes important for destination choice, but perceived to be lacking in Springfield were: adventurous, exciting, outdoorsy, and scenic.

Information Use and Outcomes • Eighty-seven percent of the sample recalled receiving information about Springfield • On average, the information received from the CVB positively affected the choice of

Springfield as a destination. o Approximately 20% reported that the information they had received

prompted them to extend their stay by one or two nights. o Information resulted in ~$30 more spending per person. o Information about what to see and do was considered the most useful

information provided. • Only 30% of respondents recalled seeing any advertising or promotion for Springfield,

Illinois prior to requesting information. • Advertising or promotion was most frequently recalled when it appeared in

magazines, newspaper, and other print ads (58.92% of total respondents recalling an ad or promotion), followed by TV (42.16%) and travel websites (32.43%).

• Most (73%) utilized the Springfield Visitors Guide. Over half also accessed the Springfield, Illinois website as a source of information for their upcoming trip.

• Most visitors (71%) used travel-related websites to plan their trip. • Top 3 websites used:

1. Trip Advisor 2. Expedia 3. Travelocity

• Visitors were 50% more likely than non-Visitors to use travel related apps for their trip. • Top 3 travel apps:

1. Trip Advisor 2. Google 3. Expedia

• Top 5 destinations considered in competition with Springfield: 1. St. Louis, MO 2. Chicago, IL 3. Hannibal, MO 4. Galena, IL 5. Indianapolis, IN

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STUDY OBJECTIVE The objective of this project was to establish baseline data for the tourist destination of Springfield, Illinois by conducting an assessment of recent inquiries to the Springfield Convention and Visitors Bureau. The data collected provide an understanding of the market segment interest in Springfield, Illinois as a tourist destination over the past six years, which can then be used as a benchmark for tourist interest in the future. In short, data collected allow us to determine who is choosing to visit Springfield, Illinois as well as who is not choosing to visit Springfield. Profiles of visitors and non-visitors were developed based on the data collected.

STUDY METHODOLOGY Using inquiry email data (obtained from the Springfield CVB), an online survey was designed and conducted (December 2015 - January, 2016) to identify perceptions of the marketing information sent to inquirers, to examine the effectiveness of that information, and to develop a profile of visitors and non-visitors to Springfield, Illinois. Individuals who had contacted the Springfield CVB between January 2010 and December 2015 to request travel information were contacted via email, and asked to participate in the survey. The survey instrument included 48 questions, collecting information on: (1) travel information received, (2) travel purpose, experiences and behavior, (3) perceptions of Springfield as a tourist destination, (4) travel expenditures, and (5) demographics. The survey was launched on December 16th 2015, and remained open for 24 days. Survey participants were asked about their travel experiences between January 2010, and the time of the survey (December 2015 - January, 2016). The participants were contacted directly via e-mail, with a link directing them to the survey provided. The responses of the survey participants were automatically stored in a database created for this project by Qualtrics. E-mails were sent in three waves. Emails were sent to 1,039 unique email addresses from the database of walk-in inquiries on December 17, 2015. A random sample of 6,310 unique email addresses were drawn from the database of information requests, and sent email invitations on December 17, 2015. Another 4,594 unique email addresses were drawn from the database of information requests, and emailed the survey link on December 28, 2015. Seven hundred eighty-three surveys were accessed; 624 completed surveys were included for analysis. For further details, please see Table 1.

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Table 1. Sample Size and Responses

Walk-ins Other info requests Wave 1

Other info requests Wave 2

Aggregate

Emails sent 1343 6776 4887 13006 Emails bounced back 225 242 180 647 Duplicate emails 79 224 113 416 Total unique emails 1039 6310 4594 11943 Surveys opened 159 397 227 783 Surveys completed 139 325 163 627

Figure 1. Breakdown of Respondents (n=624)

The majority of survey respondents (78%) had visited Springfield, Illinois since January 1, 2010, with non-visitors making up the remainder 22% of respondents (Figure 1). Of those non-visitors, 15% reported having the intention of visiting Springfield, while 7% of non-visitors were not planning a visit in the near future.

78%

15%

7%

Visitor

Future visitor

Non-visitor

0% 20% 40% 60% 80% 100%

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SECTION 1: PROFILE OF VISITORS

A. Demographic Information of Visitors The vast majority of survey respondents (75%) visiting Springfield in the last six years were over 46 years old. In addition, 62% of respondents were female, and 38% were male. Furthermore, Caucasians represented 86% of visitors, with African Americans making up 3% of visitors, Latinos 2%, and Asian Americans representing 2% of visitors.

Figure 2. Demographic Profile of Springfield, Illinois Visitors

6%

12%

20%

29%

27%

6%

AGE

18-24 25-35 36-45 46-55 56-65 66-75 over 75

38%Male

62%Female

GENDER

8

*Others include: American (1), Asian/Caucasian (1), Bi-racial (1), European (1), Indian (1), Puerto Rican (1), and Southerner (1).

13

3

8

9

16

21

425

Others*

Native American

Asian

Latino

African American

Declined to respond

Caucasian

0 50 100 150 200 250 300 350 400 450

ETHNICITY

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Two thirds of respondents who reported visiting Springfield, Illinois have a degree from a four-year higher education institution, with almost one third having completed a postgraduate degree. In addition, over 40% of respondents reported having a household income of over $55,000 (Table 2).

Table 2. Socio-Economic Profile of Springfield, Illinois Visitors

Respondents Percent Education Level (n=477)

High school or less 34 7.13%

Some college/technical school 128 26.83%

College graduate 175 36.69%

Post graduate degree 140 29.35% Household Income (n=468) under $25,000 9 1.92% $25,000 to 34,999 30 6.41% $35,000 to 44,999 20 4.27% $45,000 to 54,999 48 10.26% $55,000 to 64,999 45 9.62% $65,000 to 74,999 28 5.98% $75,000 to 84,999 32 6.84% $85,000 to 94,999 17 3.63% $95,000 to 104,999 30 6.41% $105,000 to 114,999 14 2.99% $115,000 to 124,999 18 3.85% over $125,000 43 9.19% prefer not to say 134 28.63%

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According to survey results, the majority of respondents who reported visiting Springfield, Illinois are married (75%). Over two-thirds of those live in two adult households, with a similar number of respondents without children under the age of 18 living at home (Table 3).

Table 3. Household Composition

Respondents Percent

Number of adults (18+) in the household (n=472)

1 75 15.89% 2 333 70.55% 3 39 8.26% 4 17 3.60% 5 2 0.42% 6 5 1.06% more than 6 1 0.21% Number of children under 18 in the household (n=465)

0 363 78.06% 1 46 9.89% 2 43 9.25% 3 9 1.94% 4 1 0.22% 5 1 0.22% more than 6 2 0.43%

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B. Motivation of Visitors According to survey results, Springfield, Illinois visitors are driven by a variety of reasons (Figure 3). Respondents cited visiting historical sites and attractions as the primary purpose for their most recent trip to Springfield (n=200, 4.65%). The second most popular response being for general vacation (n=72, 14.63%), closely followed by a weekend getaway (n=66, 13.41%).

Figure 3. The Purpose of Most Recent Trip to Springfield, Illinois

*Others (n=18) included 150th Anniversary of Lincoln's Funeral (2), Hospital/doctors (2), multi-purpose travel (4), Shopping (4), Personal Reasons (2), Golfing at the Rail (1), Isaacs & Obed (1), Springfield Marathon (1), and History Fair (1).

1

11

13

18

19

24

32

36

66

72

200

Visit wineries

Business

Group tour

Other * (please specify)

Meeting or convention

Special event

Stopped on the way to…

Visit friends and/or family

Weekend getaway

General vacation

Visit historical sites and attractions

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According to survey results, special events accounted for the main attraction/reason for 24 visitors to Springfield, Illinois. Over one third of participants attracted by a special event, chose to visit a Lincoln-related event. Other events drawing multiple visitors to Springfield included historical events (21%) and festivals/fairs (17%).

Figure 4. Events Attracting Visitors to Springfield, Illinois (n=24)

Some specific names of events provided are: Illinois Association of State Fairs Convention, Dog Show, Lincoln Tour of Sites, State Fair, 150th Anniversary of Abraham Lincoln's funeral, 150th Anniversary reenactment of Lincoln’s funeral, Lincoln Funeral Reenactment, Lincoln Funeral Train, wedding, Girl Scout outing, Science Fair.

Several visitors (6.6%) stopped off at Springfield, Illinois on their way to another destination, with the majority of those respondents Chicago bound (6). Other respondents’ final destinations included Missouri (5), Florida (2) and Wisconsin (2).

1

1

1

2

2

4

5

8

Automobile event

Educational event

Holiday event

Agricultural or animal event

Childrens event

Festival or fair

Historical event

Lincoln-related event

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C. Travel Behavior Patterns of Visitors Most Springfield, Illinois visitors responding to the survey were first timers (65.0%), as shown in Table 4. Of those that were repeat visitors to Springfield, more than 20% had visited six times or more, thus showing Springfield, Illinois has the ability to attract return visitors. Additionally, the decision to travel to Springfield is typically a decision made over a month in advance (72.8%).

Table 4. Visitation History and Decision-Making Timeframe

Respondents Percent

Visitation history to Springfield (n=492)

First-time visitors 320 65.0%

Repeated visitors 172 35.0%

Number of previous visitation to Springfield (n=172) *

Two times 67 30.0%

Three times 47 27.3%

Four times 12 7.0%

Five times 11 6.4%

Six times or more 35 20.4%

Visitation decision making timeframe (n=491)

less than 1 month 133 27.0%

1 to 2 months 163 33.1%

2 to 4 months 117 23.8%

more than 4 months 78 15.9%

* This only included repeated visitors (n=172, 35.0%).

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The vast majority of respondents traveled with someone when visiting Springfield (93.9%). Results show that the majority of visitors came with their spouse or significant other (72.2%), children (28.7%), or relatives (13.6%), as shown in Table 5. A relatively small proportion (9.1%) of visitors came to Springfield, Illinois accompanied by their friends. In addition, the vast majority of respondents (78.37%) drove less than 500 miles each way to visit Springfield, Illinois and based on the residential zip-codes provided by respondents, over two-thirds of visitors (63.21%) came from a city outside of Illinois. For a visual representation of visitors’ trip origin, please see Appendix C.

Table 5. Party Composition, Distance Traveled and Residence Location

Respondents Percent

Party Composition (n=492)*

Spouse or significant others 335 72.2 %

Children 141 28.7 %

Relatives 67 13.6 %

Friends 45 9.1 %

Traveled alone 30 6.1 %

Business associates/colleagues 8 1.6 %

Part of a tour 8 1.6 %

One-way Driving Distance (n=490)

less than 100 miles 42 8.57% 100 to 250 miles 213 43.47% 250 to 500 miles 129 26.33% 500 to 1000 miles 69 14.08% more than 1000 miles 37 7.55% Residence Location (n=492)

Within Illinois 181 36.79% Outside Illinois 311 63.21%

* Percentages do not sum to 100% because respondents could provide multiple responses.

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According to survey results, the most popular months to visit Springfield, Illinois are in the summer months of June, July and August. Very few visitors chose to travel to Springfield in the winter months; there is, however, a spike in visitation during the month of October (Figure 5).

Figure 5. Months of Most Recent Visit to Springfield, Illinois (n=492)

Figure 6. Transportation to Springfield (n=487)

The majority of visitors (91%) traveled by car to Springfield, Illinois. While a very small percentage traveled by means of air or rail. Other methods of transport included bus (n=5), tour bus (n=1), motorcycle (n=1), motor home (n=2), a combination (n=1, once bike, 2 times by car), and RV (n=1).

8 1122

4259

71

9883

5262

2212

020406080

100120

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2.4%

2.4%

3.4%

91.4%

Other

Air

Train

Car

0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

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Table 6. Type of Accommodation (n=488)

Results from the survey show 76.85% of respondents’ preferred choice of stay was that of a hotel/motel (Table 6).

*Other included day trips (40), passing through (3), stayed in other area (6), Airbnb (1), and train (1). The vast majority of respondents (87.8%) reported that they spent at least one night in Springfield, Illinois (Figure 7). In addition, there are more people who spent three nights or more in Springfield than those that visited for just the day; suggesting that Springfield, Illinois is perceived as providing numerous attractions and entertainment opportunities.

Figure 7. Length of Stay

*10 or more: 15 nights (n=1), 16 nights (n=2), countless (n=1)

61114

17980

2711

65

314

0 - day trip only123456789

10 or more *

Respondents Percent Hotel/Motel 375 76.84

Private Home 28 5.74

Camping/RV 24 4.92

Bed & Breakfast 7 1.43

Rental home 2 0.41

Other (please specify)* 52 10.66

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D. Spending On average, survey respondents reported that they spent $281.58 (per person) while staying in Springfield, Illinois (not including transportation costs). A closer look at the types of spending reveals that visitors spent the highest proportion of money on lodging/accommodation (average = $125.92), followed by money spent shopping (average= $79.23). A significant amount of money was also spent on dining while in Springfield, Illinois (average= $65.37).

Table 7. Amount of Money Spent in Springfield, Illinois (n=397)*

Number of

Respondents**

Average ($)

Range of Spending

Min ($) Max ($) Lodging/Accommodation 326 125.92 2.14 1,150

Shopping other than food 219 79.23 1.78 3,000

Meals/Restaurants 388 65.37 0.54 775

Attractions 314 34.87 4 400

Events 46 63.25 5 1,000

Entertainment 64 47.89 0.38 625

Transportation in Springfield (including gas) 289 28.54 0.38 250

Recreation 44 26.92 2.85 100

Other 20 83.56 5 1,000

* It excluded respondents who did not answer at all. ** It does not include respondents who responded $0, or did not answer.

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E. Activity Profiles Overall, Springfield visitors reported being very satisfied with the activities on offer during their stay in Springfield, Illinois. Respondents were asked to rate 19 activity types available in Springfield (Table 8). Satisfaction with each activity type was measured on a six-point scale ranging from 1 (very unhappy) to 6 (very happy); all activities rated above 4 (somewhat happy), with most rated near the top of the top of the scale (between happy and very happy).

The vast majority of visitors reported exploring sites and attractions related to Abraham Lincoln (83.54%), visiting historic sites (80.70%) and museums or memorials (78.25%). Visitors were very satisfied with these three activities when compared to other activities. This suggests that Springfield, Illinois continues to be chosen as an historical tourism destination centering largely on Abraham Lincoln. In addition, respondents who had not engaged in a particular activity could also indicate that they would have participated if they had known the activity was available. Visiting a wildlife park or sanctuary, exploring Route 66, visiting an art gallery, winery or microbrewery, or taking in a show were the most popular of the unknown activities. This suggests that there may be a latent interest in these activities that could be better publicized, perhaps by cross-promotions with historical attractions.

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Table 8. Activities Visitors Participated in During Visits

Activities Participated in

activity (%)

Satisfaction with

activity

Would have participated in activity if

aware Explored sites and attractions related to Abraham Lincoln

411 (83.54%) 5.62 10

Ate out at a restaurant 406 (82.52%) 5.22 6

Visited historic sites 397 (80.69%) 5.59 8

Went to a museum or memorial 385 (78.25%) 5.52 8

Took a tour 224 (45.53%) 5.47 9

Went shopping 152 (30.89%) 5.12 3

Visited a bar or pub 142 (28.86%) 5.10 3

Explored Route 66 126 (25.61%) 5.38 14

Visited a park or wildlife sanctuary 91 (18.50%) 5.02 20

Went antiquing 51 (10.37%) 4.96 4

Went to a winery or microbrewery 50 (10.16%) 5.12 18

Visited art galleries 33 (6.71%) 4.91 20

Attended a show or concert 32 (6.50%) 4.82 15

Went biking or hiking 26 (5.28%) 4.92 8

Visited the lake for water activities 23 (4.67%) 4.95 8

Attended a sport event 14 (2.85%) 4.94 5

Played mini-golf 13 (2.64%) 4.65 7

Went golfing 11 (2.24%) 4.89 2

Went bowling 6 (1.22%) 4.3 3

Other* 9 (1.83%) 5.04 63

*Others included BBQ & Blues Fest, cave, cemeteries (2), drive inn, egg celebration, festival, State Fair (2), toured the state capital, visit 93 old Aunt in nursing home, Frank Lloyd Wright House (2), Henson Robinson Zoo, Lincoln Memorial Tomb, movie theater/premiere, etc.

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F. Visitor Experience Among 492 respondents who had visited Springfield, Illinois approximately one fifth (n=102, 20.73%) picked Springfield as one of the top three destinations (ranked as the favorite = 33, second best = 37, third = 32) they have visited since January 1, 2010.

When asked the likelihood that they would visit Springfield again in the next two years, the majority of visitors (59.96%) reported that it was at least somewhat likely that they would return to Springfield in the next two years. Furthermore, more than 90% of participants were willing to advise friends or family to visit Springfield, Illinois (Table 9).

Table 9. Visitors’ Future Intentions to Visit and Recommend Springfield, Illinois

Scale Intention to visit within the next 2 years Respondents Percent

1 Very unlikely 32 6.57% 2 Unlikely 37 7.60% 3 Somewhat unlikely 38 7.80% 4 Somewhat likely 87 17.86% 5 Likely 71 14.58% 6 Very likely 134 27.52% 0 Undecided 88 18.07%

Scale Recommend Springfield to others Respondents Percent

1 Very unlikely 18 3.70% 2 Unlikely 6 1.23% 3 Somewhat unlikely 4 0.82% 4 Somewhat likely 49 10.06% 5 Likely 138 28.34% 6 Very likely 265 54.41% 0 Undecided 7 1.44%

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Visitors were also asked to indicate the most memorable part of their most recent trip to Springfield, Illinois. According to a frequency analysis for 3506 words, over half (56.09%) mentioned something related to Lincoln, such as the Lincoln Museum, Lincoln sites, Lincoln’s house, Lincoln’s tomb, etc. The other words that frequently appeared were museum (137 times), historic, and history (57 times). The word cloud below (Figure 8) provides a visual summary of the words used to describe their experiences. The more frequently a word was used, the larger and more prominent it appears in the word cloud.

Figure 8. The Most Memorable Part of Recent Trip to Springfield

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SECTION 2: NON-VISITOR COMPARISON with VISITORS

A. Demographic Information There were no significant differences in the demographic profiles of visitors and non-visitors responding to the survey. Therefore, it is not possible to suggest that demographics impacted the decision to visit Springfield, Illinois. Below is a breakdown of the demographic information for both visitors to Springfield and non-visitors.

Table 10. Socio-Economic Profile of Non-Visitors Compared To Visitors

Non-Visitors Visitors Gender Male 26.4% 37.5% Female 73.6% 62.5% Age 18-24 1.6% 0.2% 25-35 6.2% 5.9% 36-45 17.1% 11.9% 46-55 19.4% 19.7% 56-65 28.7% 28.7% 66-75 25.8% 27.3% Over 75 6.5% 6.4% Marital Status Married 74.4% 75.5% Not Married 22.5% 19.6% Do not wish to answer 3.1% 4.9% Ethnicity African American 7.0% 3.4% Caucasian, White 86.7% 89.7% Asian American 0.8% 1.7% Latino/Latina 1.6% 1.9% Native American 0.8% 0.6% Other 3.1% 2.7% Education High school or less 12.4% 7.13% Some college/technical school 21.7% 26.83% College graduate 41.1% 36.69% Post graduate degree 24.8% 29.35% Household Income under $25,000 5.8% 1.92%

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$25,000 to 34,999 7.4% 6.41% $35,000 to 44,999 5.8% 4.27% $45,000 to 54,999 4.1% 10.26% $55,000 to 64,999 7.4% 9.62% $65,000 to 74,999 3.3% 5.98% $75,000 to 84,999 4.1% 6.84% $85,000 to 94,999 3.3% 3.63% $95,000 to 104,999 5.0% 6.41% $105,000 to 114,999 5.0% 2.99% $115,000 to 124,999 1.7% 3.85% over $125,000 13.2% 9.19% prefer not to say 33.9% 28.63%

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B. Travel Intentions of Non-Visitors On a scale ranging from 1 (very unlikely) to 6 (very likely), a mean response of 4.27 indicated that the majority of non-visitors intend to travel to Springfield within the next two years. Furthermore, an overwhelming majority (85%) would be somewhat likely to recommend visiting Springfield, Illinois to others. This suggests a positive image of Springfield, even without direct experience of the destination.

Table 11. Non-Visitors’ Intentions to Visit Springfield, Illinois

Scale Intention to visit within the next 2 years

Respondents Percent

1 Very unlikely 5 3.8%

2 Unlikely 4 3.1%

3 Somewhat unlikely 3 2.3%

4 Somewhat likely 29 22.3%

5 Likely 27 20.8%

6 Very likely 47 36.2%

0 Undecided 15 11.5%

Scale Recommend to others Respondents Percent

1 Very unlikely 4 3.9%

2 Unlikely 3 1.5%

3 Somewhat unlikely 6 1.6%

4 Somewhat likely 18 10.8%

5 Likely 32 27.4%

6 Very likely 28 47.4%

0 Undecided 38 7.4%

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Table 12 illustrates that over 34% of non-visitors plan on visiting Springfield, Illinois. Almost 25% of respondents attributed a lack of time as the principal reason for not visiting to date. The second most common response given was due to various financial reasons (12.95%). In addition, the distance from their residence (2.07%), the lack of travel information about Springfield (1.04%) and high prices of travelling (1.04%) were less frequently mentioned reasons for not traveling to Springfield, Illinois.

Table 12. Reasons for not Visiting Springfield

Respondents Percent

I'm planning to go to Springfield, Illinois in the future 66 34.20%

Lacking time for a trip 46 23.83%

Could not afford a trip/other financial reasons 25 12.95%

Visited another location instead of Springfield, Illinois* 14 7.25%

I've been there before and wanted to go somewhere new 6 3.11%

Springfield, Illinois is not attractive or interesting 6 3.11%

Cost of air travel is too expensive 5 2.59%

Springfield, Illinois is too far away 4 2.07%

Did not receive information about Springfield, Illinois 2 1.04%

A vacation in Springfield, Illinois is too expensive 2 1.04%

People are not friendly in Springfield, Illinois 0 0.0%

I am a resident of Springfield 0 0.0%

Other reason (please specify) 17 3.63%

* Another location includes: Chicago; Door County, WI; Indianapolis; Marion, IN; Outer Banks and Hilton Head; St. Louis; Starved Rock; Tombstone, Arizona; Toronto; Vail; England; Scotland; and Wales.

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Other reasons provided: • Did not want to board our dog this year due to the dog flu • Bad storms and flooding so had to take a different route, not near Springfield • Baseball tournament for son. He got injured so we could not go • Busy with work, but want to come in near future • Death in family. Didn't work out to make the trip • Emergency situations, messing up travel plans • Family commitments. Had a trip planned, but cancelled due to illness • Husband got deployed so we postponed our trip • I am waiting so my adult daughter can join me • I had planned to go last summer, but ended up with my 93 year old mother along

and she has a hard time walking around for very long. She gets too tired. • Too old for travelling like I would like, am 83 years old and aging • Visit planned for 10/16 for Fire Mark Circle meeting • Weather, went for convention, worked for the summer. Will visit summer of 2016

for 4 days with grandchildren

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C. Non-Visitors’ Perceptions of Springfield, Illinois Non-visitors were asked to rate the importance of 22 destination attributes when choosing a destination, using a scale ranging from 1 (not important) to 3 (very important). They were also asked to indicate whether or not they felt that Springfield had each of the attributes. As Figure 9 shows, over 80% of non-visitors believe Springfield to be affordable, beautiful, comfortable, convenient, easily accessible, family friendly, friendly, fun, healthy, historic, interesting, relaxing, safe, and unique. However, fewer non-visitors associate Springfield with attributes such as adventurous, artsy, exciting, modern, and outdoorsy. Therefore, the data suggests that respondents did not perceive Springfield, Illinois to be a destination with good amentities for the active/dynamic visitor. Figure 9 maps the importance of each attribute to the perception that Springfield repesents each attribute. If an attribute is important to visitors, then it is problematic for Springfield to be perceived to be lacking that attribute. A gap between the importance of an attribute and the perception that Springfield represents that attribute is cause for concern. Figure 9 shows only four of these gaps: adventurous, exciting, outdoorsy, and scenic. Each of these is perceived to be important; yet a significant portion of non-visitors perceive Springfield to lack these attributes. Figure 9. The Image of Springfield for Non-Visitors

2.16

2.14

2.73

1.77

2.512.53

2.392.54

2.32.34

2.62

2.572.34

2.572.75

1.78

2.022.01

2.452.812.6

2.42

00.511.522.53

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ue

Springfield is... Yes No how important

Both visitors and non-visitors were asked to provide three words to describe Springfield, Illinois. Figure 10 represents non-visitors’ images of Springfield. Figure 11 represents visitors’ images of Springfield. It is interesting to note that visitors’ images of the destination suggest a broader and more nuanced understanding of the destination. Non-visitors’ images are more focused on the history, Lincoln-related elements of the destination.

Figure 10. Non-Visitors’ Image of Springfield

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Figure 11. Visitors’ Image of Springfield

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SECTION 3: EVALUATION OF INFORMATION

A. Information The majority of visitors (n=428, 87.0%) received the information they requested, while a small percentage (2.8%) stated that they did not receive it. Other responses included: ‘I don’t remember (n=48, 9.8%). The vast majority of non-visitors (78.5%) also received the information they requested. Other responses included: ‘No, did not receive’ (5.4%), ‘I do not remember’ (16.2%).

Figure 12. People Who Received the Information They Requested

87%

3%10%

78.50%

5.40%

16.20%

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Yes No don't remember

visitors non-visitors

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On a scale from 1 (not helpful) to 3 (helpful), the information visitors and non-visitors received was deemed moderately helpful (average response ranging from 2.56 - 2.95). Among the specific aspects of the information, visitors reported that the most helpful information was that concerning what to see and do, with an average value of 2.95, while information regarding where to stay was perceived as least helpful, with an average value of 2.56 (Table 13). Similarly, non-visitors also felt that information on what to see and do was most useful. Non-visitors reported that materials received were more useful than visitors, especially in regards to special events or performances and accomodation. Since visitors would have a more accurate understanding of the usefulness of the information provided, this is not particulary surprising. However, it is important to note that visitors were quite positive in their evaluation of the usefulness of the materials. Table 13. Usefulness of the Travel Information

Visitors (n=400)

Non-visitors (n=93)

What to see and do 2.95 2.93 Getting around in Springfield 2.78 2.73 Where to eat 2.61 2.74 Special events or performances 2.56 2.82 Where to stay 2.56 2.72

On a scale from 1 (extremely negatively) to 5 (extremely positively), visitors reported that they believed the information they received positively affected their decision to travel to Springfield, Illinois with an average of 4.15 out of 5.

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Among respondents who received the information, the majority (n=323) responded that the information they received had no effect on whether they stayed longer in Springfield, Illinois. Conversely, 101 respondents stated that that the information motivated them to extend their stay. Among those that responded “yes”, approximately 20% reported that the information they had received prompted them to extend their stay by one or two nights.

Figure 13. Number of Nights the Information Extended Stay (n=492)

17

2

6

76

323

Not specific*

5 or 6

3 or 4

1 or 2

No

0 100 200 300 400

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In addition to the information they requested, visitors obtained further information from a number of other sources to help plan their most recent trip to Springfield. The majority of respondents (73%) utilized the Springfield, Illinois Visitors Guide. Over half of all respondents also accessed the Springfield, Illinois website as a source of information for their upcoming trip. Results also show that just 17% looked to the Illinois Travel Guide to retrieve information, with even fewer (10%) using the Illinois Tourist Information Center.

Figure 14. Sources of Information to Plan Travel to Springfield

* Other sources included AAA (19), website related Lincoln heritage (6), other website (11), from friend (6) or family (6), Trip Advisor (3), Google (3), Convention Planner (2), don’t remember (2), knew area by growing up or working there (2) newspaper (1), library (1).

3

51

56

59

84

85

272

360

0 50 100 150 200 250 300 350 400

1-800-545-7300

Illinois Tourist Information Centers

www.enjoyillinois.com

Illinois Travel Guide

Springfield, Illinois Calendar of Events

Other*

Springfield, Illinois Website

Springfield, Illinois Visitors Guide

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The majority of visitors (71%) used travel-related websites when organizing their trip to Springfield, Illinois. Furthermore, almost two thirds of non-visitors reported that they typically visited travel-related websites to help plan upcoming trips.

Figure 15. Use of Travel-Related Websites

Respondents who said they use travel websites to retrieve information were asked to list the top three travel-related websites they typically use for planning their travels (Table 14). Table 14 shows all the travel-related websites that were reported by at least ten respondents. The most frequented travel-related websites in this survey were Trip Advisor, followed by Expedia and Travelocity.

Table 14. Travel–Related Websites Commonly Used (n=434)

Website Respondents % Trip Advisor 115 26.50 Expedia 81 18.66 Travelocity 62 14.29 Google 55 12.67 AAA 42 9.68 Hotels.com 32 7.37 Kayak 20 4.61 Priceline 20 4.61 Orbitz 16 3.69 Yelp 13 3.00 Hotwire 11 2.53 Booking.com 10 2.30

351

13783

46

0

100

200

300

400

yes no

visitors non-visitors

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Results show that visitors are more likely to use travel apps than non-visitors, although app use is not common for either group.

Figure 16. Use of Travel Apps

Respondents who use travel apps were asked to list the top three travel apps they typically use for travel planning purposes (Table 15).

Table 15. Specific Travel Apps Used (n=123)

21.60%

78.40%

14.10%

85.90%

0.00%20.00%40.00%60.00%80.00%

100.00%

Yes No

visitors non-visitors

Website Respondents % Trip Advisor 35 28.46 Google 24 19.51 Expedia 11 8.94 Yelp 11 8.94 AAA 7 5.69 Travelocity 7 5.69 Hotels.com 5 4.07 Kayak 5 4.07 Hotwire 5 4.07

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B. Advertising and Promotion The majority of respondents (70%) did not recall seeing any advertising or promotion for Springfield, Illinois prior to requesting information (Figure 17).

Figure 17. Assessment of Advertising or Promotion

149

340

36

92

0

50

100

150

200

250

300

350

400

Yes No

visitors non-visitors

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Respondents that had heard or seen advertising or promotions for Springfield, Illinois were asked to indicate the sources of that advertising or promotion (Figure 18). The most frequently accessed type of channel for advertising or promotion reported by both visitors and non-visitors was magazines, newspaper, and other print ads (58.92% of total respondents recalling an ad or promotion), followed by TV (42.16%) and travel websites (32.43%).

Figure 18. Source of Advertising or Promotion

3

1

1

10

19

23

32

40

51

59

84

1

2

2

2

7

9

4

9

19

25

0 10 20 30 40 50 60 70 80 90

other social media site

twitter

instagram

radio

facebook

website banner or other website ad

email or e-newsletter

friends, co-workers, relatives

travel website

tv

magazines, newspaper, other print ads

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SECTION 4: DESTINATION CHOICE

Almost two-third of visitors (63%) were only considering Springfield, Illinois as a destination when they requested information. On the other hand, more than half of non-visitors (54.7%) were considering other destinations to travel to besides Springfield when they requested information.

Table 16. Consideration of Other Destinations

Visitor Non-visitor Total Consideration of other destinations when requesting information

Yes 179 (36.6%) 70 (54.6%) 249 (40.4%)

No 310 (63.4%) 58 (45.3%) 368 (59.6%)

Total 489 128 617

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Respondents who indicated that they were considering other destinations to travel to when requesting information were also asked to specify what three other destinations they considered instead of Springfield. Table 17 shows destinations that were listed by 10 or more respondents.

Table 17. Other Destinations Considered

City State Visitor Non-visitor Total %

St. Louis MO 77 20 97 38.96

Chicago IL 49 15 64 25.70

Hannibal MO 23 0 23 9.24

Galena IL 12 7 19 7.63

Indianapolis IN 14 4 18 7.23

Peoria IL 13 2 15 6.02

Nashville TN 11 4 15 6.02

Florida* FL 8 6 14 5.62

Orlando FL 1 4 5 2.01

St. Petersburg FL 0 1 1 0.40

Ormond beach FL 1 0 1 0.40

Wisconsin* WI 13 1 14 5.62

Iowa* IO 9 4 13 5.22

Branson MO 9 4 13 5.22

Door county WI 2 8 10 4.02

* No city specified

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Most visitors (91.2%) and the vast majority of non-visitors (80.5%) reported visiting destinations other than Springfield, Illinois since January 1, 2010.

Table 18. Visitation to Other Destinations

Visitor Non-visitor Total Visitation to destinations other than Springfield, Illinois since January 1, 2010

Yes 444 (91.2%) 103 (80.5%) 547 (88.9%)

No 43 (8.8%) 25 (19.5%) 68 (11.1%)

Total 487 128 615

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Respondents who said that they had visited other destinations since January, 2010 were asked to specify the three best destinations that they recalled visiting. Table 19 shows all destinations that were listed by 10 or more respondents.

Interestingly, the most frequently mentioned destination was Springfield, Illinois (20.66%), followed by Chicago (7.86%), and St. Louis, Missouri (6.40%).

Table 19. Three Best Destinations Visited Since 2010

City State/Country Visitors Non-visitors Total %

Springfield IL 113 0 113 20.66 Chicago IL 34 9 43 7.86 St. Louis MO 32 3 35 6.40 Hawaii HI 17 5 22 4.02 Branson MO 17 2 19 3.47 Alaska AK 15 2 17 3.11 Galena IL 12 5 17 3.11 Florida FL 7 3 10 1.83 Disney World FL 13 3 16 2.93 Daytona Beach FL 3 1 4 0.73 Clearwater Beach FL 2 1 3 0.55 Orlando FL 3 5 8 1.46 Fort Myers FL 4 1 5 0.91 Las Vegas NV 10 4 14 2.56 Kansas City MO 10 3 13 2.38 Gettysburg PA 9 3 12 2.19 Charleston SC 10 2 12 2.19 Yellowstone WY 12 0 12 2.19 Colorado CO 9 2 11 2.01 Washington DC 10 1 11 2.01 Italy EU 7 3 10 1.83 Door County WI 7 3 10 1.83 Arizona AZ 4 5 9 1.65 Grand Canyon AZ 8 0 8 1.46 Denver CO 9 1 10 1.83 Boston MA 6 4 10 1.83

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SECTION 5: CONVERSION RATE In this study, the majority (80.75%) of those who recalled receiving the information they requested from Springfield, Illinois actually visited Springfield for a gross conversation rate of 80.75% (Table 20). It is important to note that this rate is a function of the subset of individuals who responded to the survey. It is most likely higher than the conversation rate of all individuals who have inquired about Springfield since January 1, 2010. Table 20. Conversion Rate

Visitor Non-visitor Total

Did you receive the information you requested from Springfield, Illinois?

Yes 428 (80.75%) 102 (19.25%) 530 (100%)

No 14 (16.66%) 7 (33.33%) 21 (100%)

Don’t remember 48 (69.56%) 21 (30.43%) 69 (100%)

The average spending per visitor who received information about Springfield totaled $232.01 (Table 21). Furthermore, the average dollar amount spent per travel party, by those that received information, totaled $605.55 (Table 21).

Table 21. Average Spending

Per person Per travel party

Received information $232.01 $605.55

Did not receive information* $201.18 $514.08

*This includes those who did not receive information from Springfield, and those who did not remember receiving it.

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APPENDIX A: Origin of Travelers (by ZIP code)

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45

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APPENDIX B: Reasons For Multiple Visitation (#Times, Comments)

• 6 State Fair, concerts or shows, mostly shopping • 6 Sharing history with my children • 6 I got a job here. • 6 We enjoyed returning, we found lots to do • 6 Shopping and events • 6 Luv Lincoln, Dana Thomas house, so many sites are FREE (or sm. donation) • 6 I believe we should see our state FIRST before traveling to another. • 6 Various reasons...seeing specialty doctors, shopping, state fair. • 6 I enjoy the various historical sites and the changing exhibits at the museums • 6 Lincoln places • 6 Love the historic sights and come frequently when our Janesville Jets play your

Springfield Junior Blues during hockey season. Have taken our great nieces and nephews to see the Presidential Museum and to say they were impressed, is mild. They devoured every display and asked why they didn't know any of this stuff from school.... seems our school system educators need to spend some time there. Many places to eat gives us a wide selection for dining and our accommodations at the Choice Hotels are always a pleasure. Toured the cemetery as well as Lincolns burial site, very inspiring. Plan on making many more trips to Springfield in the future.... a great long weekend getaway and have many more nieces and nephews that need educating about our history.

• 6 Daughter lives there. And some friends. Downtown festivals. Lincoln attractions.

• 6 Yearly vacations takes us to the area and then on to other areas. • 6 Job prospects • 6 Vicki Clemons • 6 Prairie Weavers Guild, Lincoln Elementary School where I volunteer, IL state

fair • 6 Conventions Lincoln's Birthday • 6 Relatives • 6 I had three work trips and three vacation trips • 6 Shopping, conventions, museums, Dining, medical • 6 City tour. Loved the history behind it regarding Lincoln, etc • 6 Lincoln Attractions, Henson-Robinson Zoo, Old State Capital, The State Fair,

and to simply get away from Chicago to a fun locale, Springfield offers a lot. • 6 Site seeing and eating. • 6 Shopping, Visit the Abraham Lincoln Presidential Museum, Dinning, Meeting • 6 We homeschool, plus family, and just educational • 6 Just another town to go too. Had items that needed picked up • 6 convention, visiting a local business, shopping, buy a car

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• 6 State fair • 6 family-state fair • 6 Services, restaurants, shopping & movie Theater. • 5 It's a beautiful place to be. • 5 Family and friends • 5 to visit the historical places and learn about the history • 5 I work in the travel industry and have been assigned to escort motor coach

groups on a tour called "Land of Lincoln." But I enjoyed the area so much that I also vacationed there with my husband in the spring of 2015.

• 5 Everyone we encountered were knowledgeable and helpful with our students and staff.

• 5 Visiting Family • 5 It is always a great vacation spot for our family. Love the history of the City as

well as the shopping in the area. • 5 Family lives there • 5 Business and pleasure • 5 Annual event, state fair, historical interest • 5 I have friends and property there • 4 Family stays there • 4 Well my uncle lives there but also we love to eat at Darcy's Pint!!! • 4 visiting Chicago & St Louis, pay my respects to Pres Lincoln • 4 just love the area, history, walking the Lincoln area, food great, stores, state

house inn • 4 Family that lives there • 4 Family • 4 2 5th grade School field trips, history fair, science fair • 4 We loved the historical sites. Our son is a big history buff. • 4 I am a "Lincoln Freak". I have visited with 2 group tours, with a girl friend, with

my family...and that is within the last years. I plan on returning again this year. I still have a lot more places to see.

• 4 Work and long weekend. • 3 The Lincoln sites, military history (IL State Military Museum, Oak Ridge and

Camp Butler cemeteries, Korean War Museum), the State Fair. • 3 Abe Lincoln historical sites and museum. Love them! • 3 Business • 3 Abe Lincoln museum • 3 Loved Springfield went to see Lincoln house and Lincoln tomb all three times

we visited. It was like being back in time and chilled us to the bone. Also took in the Lincoln Presidential museum, Dana Thomas house, Capitol, Governor's mansion and took a tip to New Salem.

• 3 to tour things we had not done on first trip and then to re-visit some sites • 3 Visit family

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• 3 Several different events • 3 Interest in our state history • 3 The Abraham Lincoln Presidential Museum • 3 For pleasure I love history. One of our favorite places to visit is the Lincoln

Museum. Also, the State Museum. It is too bad that the Governor is playing politics with the State Museum. We had planned on visiting Springfield a few months back to visit the museums but because of the governor's action decided not to Besides visiting historical sites I also enjoy taking photos

• 3 The city itself, Lincoln and other museums, activities at New Salem Park. Hotel and restaurants options.

• 3 Different shopping and eateries than what we have locally. • 3 Business and pleasure • 3 Mother road Route 66 tour. Awesome! • 3 friends • 3 Brought s group of MG families to visit with our annual Wine, Cheese, and Beer

tour. The name of the club is the Chicagoland MG club. • 3 like it • 3 Traveling to MO and wanted to stop by for dinner or lunch. • 3 like it there • 3 Event • 3 Research • 3 Events and programs about Abraham Lincoln • 3 Business • 3 Good golfing. Great place to stay. A few nice restaurants. • 3 twice by car just daily trips, going to other locations also, once by motorcycle

with group, needed more time to see the wright house, tour hours and amounts of people on tours did not fit our schedule.

• 3 New attractions/exhibits • 3 Lincoln history • 3 Work conference, see family, and event planning • 3 Camped near there last summer and went to Springfield to several tourist

attractions during the week. • 3 I used to live there before moving to Oklahoma City and still have many friends

who live in Springfield. • 3 Came to Conference & when to see sights. • 3 We were staying at Lincolns New Salem and come to Springfield to eat at

Smokey Bones and for the week of "when history comes alive" • 3 State Fair • 3 We are very interested in the history of Abraham Lincoln and were so

fascinated by the information in Springfield. We wanted to learn more. We also loved History alive and followed the whole program. We then were involved in the Lincoln funeral Reenactment.

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• 3 I have family • 3 History, Lincoln, Car Club travel, Rt 66 • 3 Brought friends • 3 Traveling through and Lincoln Museum • 2 Springfield is where I was born. I still have relatives there. • 2 Historical sites. • 2 Lincoln stuff and his funeral reenactment • 2 Conference • 2 The Lincoln Museum. • 2 The first trip was to arrange a trip for 22 people and check out the places and

highways. • 2 Went with family members • 2 Lincoln library • 2 My husband and I enjoyed if the first time we visited, so we felt it would be a

good place to take the grown children and grandchildren when they were here from out of state.

• 2 The Lincoln Museum • 2 First trip was just a stop for lunch and visiting a church. Second trip was for

vacation and to tour the Lincoln sites. • 2 The awesome history, & the Lincoln memorial garden.... it was definitely one

of the best highlights of my trip • 2 Attend a convention. • 2 The desire to show my grandchildren all of the Lincoln sites • 2 Did not have enough time to see everything the first time. • 2 Going to Branson • 2 Lulu's Diner. Good food. Great people. • 2 Lincoln museum • 2 We wanted to see more of the Lincoln historical sites. • 2 I have family that lives there. • 2 A conference • 2 Meetings • 2 Fun weekend trip • 2 Our Church Senior Group tours and we plan different venues each time. • 2 I am an alumni of Sangamon State University, have friends who reside in the

city, attend celebrations. • 2 wanted to take the whole family • 2 Once by myself, once with family • 2 The Lincoln Funeral recreation • 2 Came through on my way to Florida • 2 One trip was for a convention. The second trip was part of vacation travel. • 2 For a longer stay • 2 visit family

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• 2 We had so much fun the first time, we brought friends and stayed for three days.

• 2 More things I wanted to see and do • 2 Taking grandkids. • 2 Like the area and went with family from out of state • 2 Grew up there • 2 Capital and Lincoln history • 2 Enjoyed the state fair and wanted to return • 2 Springfield is one of our favorite places to visit. Everything is conveniently

located to each other and it's easy to get around. My daughter and I are history buffs and really enjoy the historic sites.

• 2 Presidential Museum • 2 Wanted to see more Lincoln sites that I hadn't seen the first trip. • 2 First trip on retreat at the monastery.. Second trip to visit Lincoln sites with my

husband. • 2 Lincoln Museum and other historical sights • 2 Different events. • 2 I love the history, the fair, the downtown. • 2 NGS National Convention • 2 Revisiting the sites/area with my wife onetime and my son the first time. • 2 State Fair • 2 Family • 2 Business trip. • 2 to be able to spend more time at the Lincoln Museum • 2 Fritz Klein as Lincoln!! • 2 We have relatives there. • 2 events, driving distance • 2 to see the new Lincoln museum • 2 Attended Lincoln Funeral Reenactment. • 2 I wanted to bring my son who is also a history buff. • 2 To further explore Abraham Lincoln • 2 We loved the history and how you put the money into making that history

come to life!

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APPENDIX C: Most Memorable Part of Visit To Springfield, Illinois - Abe Lincoln - Abe Lincoln Museum - Abe Lincoln sites - Abe Lincoln sites and route 66 - Abraham Lincoln - Abraham Lincoln Attractions - Abraham Lincoln exhibits - Abraham Lincoln history - Abraham Lincoln house and the horse competition - Abraham Lincoln Museum and Library - Abraham Lincoln sites - Abraham Lincoln house - All sites/museums related to President Lincoln. - All the history that was unknown to me and my kids - All things Lincoln! It was the main reason for our trip, and we enjoyed ourselves

tremendously!!! - Although it rained hard, we still were still able to visit quite a few attractions.

Unfortunately wound up bringing home bed bugs from the hotel we stayed in. - Anniversary celebration of the Abraham Lincoln Museum and Library - Anything related to Lincoln. - Ate at a lovely place. - Aunt in Nursing home - Beautiful city. - Being given free parking because we stopped at the visitor center. And seeing the

home where Lincoln lived. - Being with family - Being with friends at the Lincoln Museum and eating out - Being with my cousin I hadn't seen over 20 years - Big trucks and Lots of Racing Tires - Biking - Charging our room at a motel and having them run the bill through two times,

basically cheating us. - Eating at Cozy Dog - Eating at Darcy’s - Eating at Issac & Obed's and the Tomb of Lincoln. - Enjoyed all of the historical venues. - Enjoying all the Lincoln events for the special weekend - Every location historical and connected to Lincoln.

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- Everything Abraham Lincoln!! - Everything Lincoln! Liked the special exhibit of costumes from the "Lincoln"

movie. - Fair food - Falling in love with Abraham Lincoln! - Family time - "Finding" and visiting the old train station. Had never known about or visited it

before - Flag lowering Civil War ceremony at Lincoln's Tomb. The Lincoln Museum is

AWESOME. - For me it was seeing Lincoln sites - Fritz Klein as Lincoln!! - Funeral stuff - Getting the position I interviewed for - Going back to see the Lincoln tomb and exploring more of the cemetery. - Going to the drive-in movie at Knights Action Park on a pleasant Friday evening. - Great hotel, seeing the historical attractions, Lincoln Museum was wonderful. - Historic sites and the Carillion park - Historic tours - Historical sights - Historical sites - History of Abe Lincoln - How clean the city was plus traffic was not bad - How friendly and proud the people of Springfield were to talk about President

Lincoln. Very satisfied with the whole trip. - How no one does the speed limit. - How quiet the city was compared to Chicago early in the evening. - I have done other activities but I answered for my most recent trip. The most

memorable.... of course, the Lincoln Museum. On my last trip, my friend would have sign the Frank Lloyd Wright house. Too many other wonderful things to list them all.

- I love Lincoln's tomb - I love the Lincoln Museum - I loved the ceremony they had for taking down the flag at Lincoln's tomb. The

lady who got the flag was an historian and she was so happy she cried for joy. The Lincoln Museum was also wonderful.

- I loved the presidential museum but also especially liked visiting Lincoln's home and neighborhood and the cemetery.

- I ran the Lincoln Presidential 1/2 Marathon race. - I spent most of the time at the Abraham Lincoln Presidential Library doing

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dissertation research. I enjoyed working at the library and the staff was very helpful.

- It's a well laid out and well maintained city. - It is always tradition to visit Lincolns tomb, and also to rub Lincolns nose - It is very clean - It rained the whole time - It was Easter Time and my son, niece, brother and I were visiting my sister who

goes to school at UIS. We went to the Lincoln museum and the kids loved the kid area but there were kids activities outside across the street and they loved getting their face painted. Really nice family time.

- Just a great adventure. Small city great food and bars. Fantastic history. I have been in many cities but none compare to how you offer and how you satisfy. Loved the experience and think your city was one of my finest experiences. Can not choose the best experience for all of our 20 were great.

- Just reconnecting with my hometown but also seeing all the changes since I moved. I brought my whole family and they enjoyed the Abraham Lincoln Presidential Library and I even learned some new things about the Civil War in my 50"s. I work in a school so I enjoy all the sites even with family.

- Just the ability to enjoy a round of golf! - Lack of getting anything done by our legislators - Learning about Abraham Lincoln - Learning about Abraham Lincoln. - Learning about Lincoln - Learning more about Abraham Lincoln. - Learning more about the history of our country with family. - Learning more history with my husband - Lincoln's Grave - Lincoln's home and area around it - Lincoln's home and the Lincoln museum - Lincoln's home and the tour - Lincoln's home site and Frank Lloyd Wright house - Lincoln's home tour - Lincoln's home, Lincoln courthouse, Lincoln museum - Lincoln's law office - Lincoln's museum and library enjoyed all the rooms. Thought the moving map of

the civil war of the battles was unique and interesting. Enjoyed route 66 from St. Louis to Springfield needed more time to see other sites. Good reason to return someday.

- Lincoln's neighborhood, home, and tomb. All the people in the area were so friendly and nice.

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- Lincoln's New Salem, Museum of Funeral Customs - Lincoln's tomb - Lincoln's Tomb - Lincoln's Tomb and the Lincoln Museum - Lincoln 150 year reenactment funeral - Lincoln Anniversary Parade and Events - Lincoln attractions - Lincoln funeral re-enactment and various programs relating to same - Lincoln historical sites - Lincoln home - Lincoln home and burial plot - Lincoln home and library - Lincoln home and some nice homey restaurants - Lincoln home site and memorial. - Lincoln house & neighborhood and the museum and burial site. - Lincoln house people playing old games with kids out front - Lincoln impersonators - Lincoln library - Lincoln Library - Lincoln Library and Museum and Frank Lloyd house - Lincoln library, museum, and home place. They were wonderful. - Lincoln library and memorial - Lincoln memorial - Lincoln Memorial Museum and special exhibit Lincoln and the Jews - Lincoln museum - Lincoln Museum. It was incredible. Next time I want to tour the Frank Lloyd

Wright house. - Lincoln Museum - it was FANTASTIC - Lincoln Museum & aircraft display - Lincoln Museum & surrounding area. - Lincoln Museum and Carrolon in the park - Lincoln Museum and Chesapeake Bay Restaurant - Lincoln museum and home - Lincoln Museum and Library. Lincoln's neighborhood and house Driving and

walking through the town. Walking around the state house and admiring the statues

- Lincoln museum and Lincoln tomb - Lincoln Museum and National Historic Area - Lincoln museum and tomb memorial - Lincoln Museum and village

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- Lincoln museum downtown and the memorial at the cemetery. It was a nostalgia trip for me (I am 77), and a first for my husband. I was raised in Evanston (IL) and we made a family trip to Springfield to study the historical areas when I was 10

- Lincoln Museum is amazing - Lincoln Museum it was awesome! - Lincoln Museum Lincolns Tomb - Lincoln museum was wonderful it engaged my 74 yr old father who loves history

and also kept my 11 yr old son's interest! Amazing of it's broad appeal! - Lincoln museum what a beautiful museum - Lincoln Museum with grandchildren. - Lincoln Museum! Would have been the Tomb, but we felt people there were

rude. - Lincoln museum, Abe Lincoln hotel - Lincoln Museum, and State Capitol - Lincoln Museum, the actors playing Lincoln and Grant. That brought history to

life! - Lincoln museum. - Lincoln museum...also eating at Obed & Isaacs - Lincoln Musuem - Lincoln Presidential Library; Lincoln's Tomb. - Lincoln presidential museum - Lincoln presidential museum. Went through it twice. - Lincoln sites - Lincoln stiff. That's why we came. - Lincoln tomb - Lincoln tomb and flag service - Lincoln tour of his house and the museum - Lincolns Grave - Lincolns home - Lincolns house - Lincolns tomb - Lincoln library museum, Lincoln notional park - Lincoln museum and grave site. - LOVE the Lincoln Museum and the Capitol and the downtown streets - Loved everything that had to do with Lincoln. Also enjoyed new Salem Lincoln.

The restaurants were great. The whole town atmosphere was wonderful with very friendly people.

- Loved the ghost tour - Loved the Lincoln House and the Lincoln Museum.

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- Loved the Lincoln museum. - Loving downtown - Lowering of flag at Lincolns tomb - Making memories with my daughter - Marching in Lincoln Funeral Reenactment. - Meeting Abraham Lincoln and several other historical figures through the history

to life events. - Meeting Lincoln - Museum, capitol - Museums - Myself & my teenage daughter went to the AMC Showplace 12 for the Hunger

Games: Mocking Jay Part 2 premier. - New Lincoln museum - New Salem - New Salem with volunteers portraying people of era - Nice weather, trees were in bloom. - Nothing in particular - Nothing in particular just like in general - Of course, the Lincoln sites, but Woodlawn Historic Underground Railroad site

was amazing! We loved the virtual ghost theatre at the Lincoln Museum, incredible. The Vandalia tour of the old historic statehouse was fabulous. We will never forget this trip. It was one of our best historic trips ever.

- Outstanding historical museums and sites - Over all visiting Abe Lincoln locations was most interesting - Parade of burial - Participating in the recreation of Lincoln's funeral - Peaceful - President Lincoln' tomb - Presidential Museum - Run in Washington park - Saputo's - Seeing Abraham Lincoln's home. - Seeing Abraham Lincoln home, tomb and all the historical homes in the area

including governors mansion. - Seeing all the Lincoln sites. So unaware of all of his history. - Seeing Lincoln home. - Seeing many President Lincoln sites from his home, street where he lived and

worked. Walked the path he walked. So excited. Admired him as a man and President since my youth. Wrote a 75 page report on him when I was in 6th grade. This trip was a dream an a 70th birthday gift to myself. I would and

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probably visit again 2016. Thank you for the memories. - Seeing Scheels for first time - Seeing the Abraham Lincoln museum. - Seeing the Abraham Lincoln sites - Seeing the historical aspects of the city - Seeing the Lincoln exhibits and museums. How wonderful the people at the

Visitors Center were to us - explaining what to do etc. They were great - Seeing the Lincoln museum & the train depot. - Seeing the Lincoln museum and how professional and thorough it was a treat.

My wife & I would like to come back and spend another day in the museum. - Spending the day with family. - Spending time with my husband - Spending time with my wife - Springfield is a very friendly city and easy to negotiate. Restaurants were great,

although breakfast before 8 AM was limited. - Staying at the Drury - Stone! - Taking the trolley to the sites - The "History Comes Alive" program was exceptional and made our visit

worthwhile. The Flag lowering ceremony at Lincoln's tomb was another highlight. Abe, Mary, Civil War Surgeon & the singers were wonderful & made our trip unforgettable. We found the folks in the downtown area very friendly and helpful.

- The Abe Lincoln home along with the other historic homes. - The Abraham Lincoln Building - The Abraham Lincoln facilities and Lincoln's tomb - The Abraham Lincoln home tour OR the evening spent at Obed and Isaacs. - The Abraham Lincoln library and museum - The Abraham Lincoln Museum - The Abraham Lincoln Museum and Library - The Abraham Lincoln Presidential Museum--it is excellent! - The Abraham Lincoln Presidential Museum. I visit about every two years or

sooner. - The Abraham Lincoln state museum is a hidden/unknown gem of our state - The bed and breakfast that we stayed and the Abraham Lincoln Museum. - The Capital and Lincoln Museum - The capital and the Lincoln home - The cemetery - The Christmas Trees at the Governor's Mansion and all the people dressed in the

time period... Lincoln Museum

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- The Culvers there is just awesome! - The drive - The ease of getting around and finding attractions. - The entire experience was awesome - The entire reenactment of Lincoln’s funeral. We have been reenacting for over

25 years and this was by far the most memorable event ever. - The excitement and curiosity my grandchildren had to see Lincoln sites, and to

learn more about Lincoln. - The exhibit on women. - The exhibits at the museum. Found fun antique shops/malls - The fact that we stayed downtown and everything is within walking distance. We

felt safe wherever we went. - The friendly people - The Funeral recreation - The gardens - The good breweries nearby - The historical sites - The historical sites and the friendly, knowledgeable guides - The history - The history is alive in our memories about Abraham Lincoln - The history was very interesting. I liked the walking tours. - The kids at Lincoln Elementary School - The Lincoln funeral. - The Lincoln history and the people there who love him. - The Lincoln home and church. - The Lincoln home and museum were the highlights of our trip - The Lincoln home and restored neighborhood. - The Lincoln Memorial and the Federal Reserve - The Lincoln memorial in the cemetery, the capitol building, and the old Lincoln

historical town. - The Lincoln museum - The Lincoln Museum--that's about all we did for 2 days--plus historical sites - The Lincoln Museum and how well it was displayed. Enjoyed the movies

explaining the history and the battles. Also went to the capital building--beautiful and interesting.

- The Lincoln Museum and Library - Lincoln Museum and New Salem - The Lincoln museum and sites - The Lincoln Museum and the Frank Lloyd Wright designed Dana-Thomas House - The Lincoln Museum was excellent! Also, the nighttime walking tour was also

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excellent. - The Lincoln Museum. I found I was learning things about Lincoln that I had

previously not known. - The Lincoln Presidential Museum and Lincoln's Tomb - The Lincoln Presidential Museum. - The Lincoln sites were awesome. - The man that was acting as Lincoln was awesome! We love history and Lincoln in

particular. We have been to Springfield for vacation a few times. The last time with "when history comes alive" was so much fun. I would come back just for the Lincoln actor. e was so great and also friendly. Very informative. We saw him around town our entire trip. It was great. Most memorable vacation we have had yet. It wouldn't be the same without him!

- The most memorable part was visiting historic sites and fellowship with friends - The museum - The museum (Abe Lincoln) was great. Also enjoyed the tomb and historic town. - The Museum. - The music at the State Fair - The old Luxemburg Inn - The Old State Capital Building - The people - The Pres. museum! - The president museum - The presidential library - The Presidential Museum and New Salem, as well as watching our Janesville Jets

beat the Springfield Junior Blues (sorry, but we're hockey nuts!) - The re-enactments of Abraham Lincoln, Mary Lincoln, Generals Grant, Thomas

and Rawlings were wonderful! We really enjoyed seeing history come alive! The singing group in the Old State Capitol building was great! The people everywhere were friendly and helpful! It was our favorite place to tour!

- The scenery along the road - The scenic views out my balcony window - The sites. Just being in a new city was exciting to me - The street/neighborhood which is restored to Lincoln's period. The atmosphere

there was so peaceful and "back-in-time" that we wished we could stay a long, long time!

- The time spent with my children as they toured the historical sites - The visit to the train station. - Time with friends - Tour of Lincoln home - Touring Lincoln's neighborhood. The actor portraying Lincoln giving his farewell

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speech at the train station. - Touring the Historic home of Lincoln. - Touring the Lincoln's Tomb and Lincoln's house - Touring the Lincoln sites - especially the Lincoln Museum - Train depot from which Lincoln departed for the White House and having ice

cream with Lincoln at Cold - Very friendly, very enjoyable experience all around. The only disappointment

was that over the Labor Day holiday so many historic sites (especially State operated) were closed (either for Holiday or State budget cutbacks. We will plan to be back again tough! Ate at Saputo's and had excellent experience!! The history in the area is spectacular. Fun, memorable family vacation. Thank you.

- Visit to Abraham Lincoln museum - Visit to Lincoln Museum. - Visit to Lincoln Tomb and museum - Visit to the Abraham Lincoln Museum and Library - Visited Family - Visiting Abe Lincoln's house and the Lincoln museum - Visiting all the Lincoln sites. - Visiting and learning all about Abraham Lincoln - Visiting friends I had not seen in a long time. We did enjoy our breakfast at

Charlie Parkers - Visiting historic sites - Visiting historic sites regarding Lincoln. - Visiting historical sites about Lincoln - Visiting Hooiser Tire and picking up Racing Tires - Visiting Lincoln's home - Visiting Lincoln's home and tomb - Visiting Lincoln's home and tomb. Also, the Chicago Blackhawks Stanley Cup win! - Visiting Lincoln's resting place. - Visiting Lincoln's Tomb - Visiting Lincoln's tomb/ Looking forward to coming back in 2016! - Visiting Lincoln historic sites - probably his home was most memorable. - Visiting Lincoln Museum - Visiting Lincoln sites - Visiting Lincoln sites and the State Capitol - Visiting Lincolns Tomb - Visiting people - Visiting the A. Lincoln home and museum. - Visiting the A. Lincoln museum--the videos and the live singing of the quartet

were quite enjoyable and informative

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- Visiting the A. Lincoln Presidential Museum - Visiting the Abraham Lincoln Presidential Museum - Visiting the Abraham Lincoln sites--museum, home, and tomb. I also enjoyed

seeing The Union Depot exhibits featuring authentic sets from Steven Spielberg's movie, "Lincoln." The tour guide at Lincoln's home was an obvious history "buff." His knowledge as immense, and his enthusiasm for America's 16th President was infectious!

- Visiting the elementary, middle, and high schools I attended when I was younger. - Visiting the Lincoln Library and Museum, his home and cemetery. That was our

main destination. - Visiting the Lincoln memorial. Visiting the wright house in Springfield - Visiting the Lincoln museum - Visiting the Lincoln Museum - Visiting the Lincoln Museum with 2 grandsons. Best museum I've ever been to. - Visiting the Lincoln Museum. It was soooo great and moving. My wife and I

came away with a greater sense of Lincoln. - Visiting the Lincoln Presidential library and other Lincoln-related sites. We also

enjoyed our visit to the Frank Lloyd Wright house - Visiting the Lincoln sites with my son. - Visiting the Lincoln sites. - Visiting the Lincoln Tomb - Visiting the many Lincoln related sites and the Civil War reenactors at the Old

State Capitol. - Visiting the Presidential Museum - Visiting the Presidential Museum, Lincoln's Home, and Lincoln's Tomb. - Visiting the State War Museum - Visiting the various Lincoln sites in the area. - Visiting with friends and seeing the growth and changes. - Walking around from historic place to place and Lincoln cemetery - Walking around lots of the places we wanted to visit - Walking around to all the historical sites. - Walking through the streets Lincoln walked; seeing the historical preservation of

homes and artifacts. - Wanted to go to the museums, but they were closed due to the state budget

crisis. Enjoyed going to Lulu's Diner. - Watched the Recreation of President Lincoln's funeral procession and event at

his tomb. - We all especially enjoyed the Ghost Walk and the Lincoln Museum - We brought a friend who's a "Lincoln fan". Took her to the Lincoln sites including

the Museum. She had a great time and still talks about it.

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- We enjoyed the Abraham Lincoln museum. - We enjoyed the Lincoln museum and his home very much. We also went to his

grave and that was a beautiful area. - We enjoyed the various Lincoln-related activities and the hospitality shown by

the staffs of the Lincoln sites as well as the Springfield residents. The staff of the Visitors Center was extremely helpful and the parking pass made our visit much easier. The 150th Anniversary of Lincoln's Funeral was well presented.

- We heard the Lincoln impersonator talk about the Gettysburg Address and deliver it. It was really amazing. Our entire time in Springfield was memorable.

- We really enjoyed the Lincoln museum and library. Had a great time too at Caballa's

- We saw Lincoln Museum. - We took a historic walking tour at night. - We totally enjoyed the guided tour of the Lincoln home. We also enjoyed walking

around the neighborhood near Lincoln's home. - We visited the Abraham Lincoln Presidential museum. - We visited the Lincoln Memorial - We went to the cemetery and visited my husband's relative's (John Todd Stuart)

gravesite along with Abraham Lincoln's grave. - We were at the state capitol when a singing group performed, they were

fantastic! We enjoyed all the shows that took place at the old capital. Also we visited the state museum and enjoyed this so much. We have been to all the Lincoln sites in Kentucky, Indiana, and Illinois. We were impressed with the history of Lincoln.

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This report was prepared for the Springfield Convention & Visitors Bureau

by

Christine Green (cgreen@illinois.edu) and Carla Santos (csantos@illinois.edu)

Department of Recreation, Sport and Tourism

University of Illinois