durham day-trip report prepared for: durham convention & visitor’s bureau prepared by: d.k....

DURHAM DAY-TRIP REPORTPrepared For:Durham Convention & Visitor’s Bureau

Prepared By:D.K. Shifflet & Associates Ltd.April 2003

D.K. Shifflet & Associates Ltd. 2

BACKGROUND & PURPOSEPURPOSE: To augment the projection of day trips within a 50 mile radius of Durham County. The new definition of travel now includes all Overnight trips and Day Trips, regardless of distance traveled.

This Day Trip study was conducted over the course of 12 months among travelers and non-travelers within both a 0 to 50 mile radius and a 51 to 100 mile radius of Durham County.

The Durham Convention & Visitors Bureau is participating in this study to better understand the travel behaviors and characteristics of its actual and potential day trip market within the two radii of Durham County, as well as how they compare to those of other cities.


SPECIFIC OBJECTIVESTo better estimate the number (visitor volume) and travel spending of day trippers that visit Durham County by accounting for those travelers within 0 to 50 miles of Durham County.

To profile the Durham day trip leisure traveler so that more effective marketing communications can be developed to increase visitation

To better understand Durham’s day trip visitor through awareness, attitudinal, and psychographic questions


SPECIFIC OBJECTIVESSpecific Information Collected

Consideration of other destinations among Durham visitors and non-visitors for day trips

Number of past month and past three month day trips taken Number of destinations traveled for day trips Trip purpose Activity participation Spending by category Main mode of transportation Party size and composition Satisfaction and value ratings Ratings of destination specific attributes Psychographic battery Awareness of Durham attractions and visitation to Durham attractions Reasons for not visiting Durham Full demographic profiles


Leisure72%

Business28%

Durham Person-Trip Volume(millions)

ON Busines

s7%

Overnight19%

ON Business37%

ON Leisure63%

Day81%


3.152.83

3.23 3.313.63 3.63

1.74

1.40

1.56 1.571.39 1.40

1997 1998 1999 2000 2001 2002

Leisure Business

Durham Volume Summary(millions of Person-Trips)

4.894.23

4.79 4.88 5.02 5.03


0.83 0.81 0.85 0.88 0.89 0.97

4.053.41

3.94 3.99 4.13 4.06

1997 1998 1999 2000 2001 2002

Overnight Day-Trip

Durham Volume Summary(millions of Person-Trips)

4.894.23

4.79 4.88 5.02 5.03


0.47 0.46 0.49 0.51 0.530.61

0.36 0.350.36 0.37 0.35

0.36

1997 1998 1999 2000 2001 2002

Overnight Leisure Overnight Business

Durham Overnight Volume Summary(millions of Person-Trips)

0.83 0.810.85 0.88 0.89

0.97


Durham Volume % Change2000 to 2001 and 2001 to 2002(in Person-Trips)

Travel Segment % change 01-02

% Change

00-01 Total 0.3% 2.9%

Business 0.8% -11.5%

Leisure 0.1% 9.7%

Day -1.6% 3.5%

Overnight 9.5% 0.2%

Overnight Business 1.7% -5.5%

Overnight Leisure 14.6% 4.4%


$280 $253$299

$364 $393 $388

$354$305

$285

$277 $257$216

1997 1998 1999 2000 2001 2002

Leisure Business

Durham Direct Spending Summary(millions of $)

$634.8

$558.0$583.7

$641.2 $649.6$604.6


$476 $439 $451 $469 $475 $454

$159

$119 $133$172 $174

$151

1997 1998 1999 2000 2001 2002

Overnight Day-Trip

Durham Direct Spending Summary(millions of $)

$634.8

$558.0$583.7

$641.2 $649.6$604.6


Day Trip DistributionDurham vs. Other Cities in Person-Trips

38%

62%

Durham Other City


Day Trip Capture Rates by RadiiDurham vs. Other Cities in Person-Trips

53%47%

82%

18%

Went to Durham for Day Trip Went to Other City for Day Trip

0-50 Miles 51-100 Miles


Where do Frequent Day Trippers Come From?

79%

21%

49%51%


Frequent Infrequent

The area contained within 0 to 50 miles of Durham County provides the lion’s share (79%) of frequent day trippers in the area.


DAY TRIP DESTINATION BY COMMUNITY

38%

33%

27%

25%

19%

16%

14%10%

4%

7%9%

DURHAM Raleigh Greensboro Chapel Hill Charlotte Winston-Salem, Incl.Kernersville

Fayetteville High Point Roanoke Pinehurst Wilmington

Durham was the most visited destination for a day trip in the past 12 months.


DESTINATION CONSIDERATIONCITIES

69%

62%

14%12%

10%

20%21%

28%30%

34%

51%

7%

19%17%

18%

26%

14%

38%

35%

22%

42%

15%

Durham Raleigh Chapel Hill Greensboro Charlotte High Point Incl.Jamestow n

Winston-Salem, Incl.Kernersville

Pinehurst /Southern Pines

Wilmington Fayetteville,Incl. Ft. Bragg

Roanoke

Durham

Other Cities

Well over two-thirds (69%) of those who visited Durham for a day trip in the past month actually considered visiting Durham in the past year, while only 15% of day trippers to Other Cities considered Durham for a day trip in the past year.


CONSIDERATION of DURHAM FOR DAY TRIP in Past 12 Monthsby Day Trip Segment

36%

69%

35% 37%32%

38%37%

21%

46%

16%

Total DurhamVisitor

Other CityVisitor

0 to 50Miles

51 to 100Miles

Gen-X Boomers Seniors Male Female

Consideration was highest in the closer in radius of 0 to 50 miles than in the 51 to 100 mile radius.


What Destinations Did Day Trippers Visit in the Past Month?

24%

13%

2% 1%4%

4%

5%5%6%

10%

DURHAM Raleigh Greensboro Chapel Hill Winston-Salem

Roanoke Charlotte Fayetteville High Point Pinehurst

Durham was the most visited destination for a day trip in the past month.


CONSIDERATION IN PAST 12 MONTHS VS. VISITATION IN PAST MONTH AMONG TOTAL DAY TRIPPERS

33%

38%

9%7%

4%

10%14%

16%19%

25%27%

14%

18%

10%

19%16%

24%

35%33%

35%36%

50%

Raleigh Durham Greensboro Chapel Hill Charlotte Winston-Salem

Fayetteville High Point Roanoke Pinehurst /S. Pines

Wilmington

VisitedConsidered

Durham was the only city to have a higher visitation rate than consideration rate.


Ratio of Visitation to Consideration by City

Visitation Consideration RatioDurham 38% 36% 106%Fayetteville 14% 16% 88%Greensboro 27% 35% 77%Chapel Hill 25% 33% 76%Raleigh 33% 50% 66%Winston-Salem 16% 24% 67%Roanoke 9% 14% 64%Charlotte 19% 35% 54%High Point 10% 19% 53%Wilmington 4% 10% 40%Pinehurst 7% 18% 39%

Durham had the second highest rates of consideration and visitation behind Raleigh.


Where Else Did Durham Day Trippers vs. Other City Day Trippers Go for Day Trips?

100%

46%

7% 7%11%

11%

12%

19%

28%

45%

7%3%

15%20%

9%

20%27%

13%

26%

0%

Durham Raleigh Chapel Hill Greensboro Charlotte High Point Winston-Salem

Fayetteville Pinehurst Wilmington

Durham

Other Cities


Average Number of Day Trips Taken to Individual Cities in Past Month vs. Past 3 Months

2.0 1.92.3

2.1 2.12.6

1.9 2.02.2

2.5

3.4

3.84.2

3.3

3.9

3.2

2.8

3.5 3.7

5.2

Chapel Hill Charlotte Durham Fayetteville Greensboro High Point Pinehurst Raleigh Roanoke Winston-Salem

Past Month Past Three Months

Durham day trippers made 2.3 trips to Durham in the past month and 4.2 day trips in the past three months.


Day Trip Age Distribution

27%

47%

2%

23%

5%

22%

47%

26%

18 to 34 35 to 54 55 to 74 75 +

Durham Other City

The majority of Durham day trippers were Baby Boomers ages 35 to 54.


Day Trip Age Distribution

26%

47%

29%

22%

5%4%

22%

3%

23%

49%

25%

44%

18 to 34 35 to 54 55 to 74 75 +

Total 0-50 51-100

Age distribution was similar regardless of distance.


Day Trip Educational Level Distribution

15%19%

29%

37%

12%

31%35%

22%

No College Some College CollegeGraduate

Post CollegeDegree

Durham Other City

Durham day trip visitors achieved higher education levels than did day trippers to other cities.


Day Trip Educational Level Distribution – Durham Total vs. Durham 0-50

15%19%

29%

37%

19%

34%29%

18%

No College Some College CollegeGraduate

Post CollegeDegree

Durham Total Durham 0-50

Travelers from within the 0-50 mile radius of Durham County had not achieved as high educational levels as did day trippers from outside the 50 mile radius.


Day Trip Employment Status Distribution

14%

57%

28% 29%

58%

13%

Part-Time Full-Time Not Employed

Durham Other City


Day Trip Employment Status Distribution – Durham Total vs. Durham 0-50

14%

57%

28% 29%

59%

12%

Part-Time Full-Time Not Employed



Day Trip Number in Household Distribution

14%

42%

10%16%

19%

9%

18%

30%30%

12%

One Two Three Four Five or More

Durham Other City

Average Durham: 2.7 Persons per Household

Average Other Cities: 2.9 Persons per Household


Day Trip Number in Household Distribution – Durham Total vs. Durham 0-50

14%

42%

10%16%

19%

8%14%

28%

36%

15%

One Two Three Four Five or More


Average Durham Total: 2.7 Persons per Household

Average Durham 0-50: 2.7 Persons per Household


Durham Day TripChildren in Household

Under 6 Years19%

Ages 6-1219%

Under Age 6 21%

No Children 58%

Ages 13-1712%

Children 42%


Other City Day TripChildren in Household

Under 6 Years16%

Ages 6-1224%

Under Age 6 19%

No Children 53%

Ages 13-1720%

Children 47%


Annual Household Income Distribution

20%25%

8%12%13%

21%

2%5%

13%

24%

39%

18%

Under$25K

$25K -$49,999

$50K -$74,999

$75K -$99,999

$100K -$149,999

$150K orMore

Durham Other City

Average Durham: $66,000 per year

Average Other Cities: $52,300 per year

Average annual household income levels were higher among Durham day trippers than among day trippers to Other Cities.


Annual Household Income Distribution – Durham Total vs. Durham 0-50

20%25%

8%12%13%

21%

6%9%12%

25%

33%

15%

Under$25K

$25K -$49,999

$50K -$74,999

$75K -$99,999

$100K -$149,999

$150K orMore


Average Durham Total: $66,000 per year

Average Durham 0-50: $61,700 per year

Durham travelers in total are slightly more wealthy than those that live within 0 to 50 miles of the county border.


Gender of Day Trippers

47% 47%53%

49%44%

47%44%

50%47%

51%56%

53%56%

50%53%53%

DurhamTotal

Durham0-50

OtherCity

FrequentInfrequent Gen-X Boomers Seniors

Male Female


Purpose of Tripamong Durham Day Trippers

10%

40%

9%

17%

25%

Business Only Leisure Only Business andLeisure

Personal Only No Response

Leisure travel dominated the day trip market in terms of purpose of stay in terms of Leisure only trips and combined Leisure / Business trips.


Average Number of People on Day Trip by Destination City

2.63.0 3.0

2.6 2.5 2.52.4

2.6

3.8

3.1

Chapel Hill Charlotte Durham Fayetteville Greensboro High Point Pinehurst Raleigh Roanoke WinstonSalem

Durham was most similar to Charlotte and Roanoke in terms of the average number of people on the day trip.


Day Trip Travel Party CompositionDurham vs. Other Cities

10%

36%

9%

23% 22%

10%

25%

9%

20%

35%

Adult Traveling Alone Couple 2 Males or 2 Females 3 or More Adults Family

Durham Other Cities

Durham had a significantly higher share of Couples and lower share of Families than did Other Cities.


Day Trip Travel Party CompositionDurham Total vs. Durham 0-50

10%

36%

9%

23% 22%

12%

29%

10%

23%

27%

Adult Traveling Alone Couple 2 Males or 2 Females 3 or More Adults Family


Durham day trippers from 0 to 50 miles from Durham County were more likely to be traveling as a Family and less as a Couple than were travelers from outside the 50 mile radius.


Satisfaction vs. Value: Day Trip Travel

Senior Day-Trips

Boomer Day-Trips

Gen-X Day-Trips

Day-Trips of 51-100 miles

Day Trips of 0-50 miles

Day Trips to Other CitiesDurham Day-Trips

Total Day-Trips

52%

55%

58%

61%

64%

67%

70%

70% 72% 74% 76% 78% 80% 82%

Satisfaction Ratings (%8-10)

Va

lue

Ra

ting

s (%

8-1

0)

Satisfaction and Value Ratings Among Day Trip Travelersin Person-Trips

Durham Day Trippers reported average value ratings and slightly below average satisfaction ratings.


Activity ParticipationDurham vs. Other City Day Trippers

16%

8%

10%

5%

10%

4%

8%

11%

10%

41%

39%

9%

10%

10%

13%

15%

16%

16%

19%

21%

35%

41%

57%55%

0% 10% 20% 30% 40% 50% 60%

Touring / Sightseeing

Nat'l / State Parks

Festival, Craft Fair

Nature/Culture/Eco Travel

Concert, Play, Dance

Hike, Bike, etc.

Night Life

Museum, Art Enhibit

Watch Sports Event

VFR

Fine Dining

Shopping

Other City Durham


Activity as Primary Reason for Day Trip to Durham vs. Other City

4.0%

6.0%

3%

3.0%

5.0%

5%

3.0%

3.0%

4%

4.0%

13.0%

31.0%

2%

2%

5%

5%

5%

7%

7%

8%

10%

14%

14%

25%

29%28.0%

0% 5% 10% 15% 20% 25% 30% 35%

Festival, Craft Fair

Touring / Sightseeing

Night Life

Nat'l / State Parks

Beach / Waterfront


Nature/Culture

Hike/Bike

Museum, Art Enhibit

Watch Sports Event

Fine Dining

VFR

Shopping

Other City Durham


DAY TRIPPERS STATED IMPORTANCE vs. PERFORMANCEOF DESTINATION ATTRIBUTES – Durham

69%

57%

49%

49%

48%

42%

36%

25%

21%

19%

9%

9%

7%

7%

69%

61%

44%

61%

40%

48%

35%

28%

39%

30%

23%

18%

22%

16%

0% 10% 20% 30% 40% 50% 60% 70%

Affordable to Get To

Restaurants

Scenic Beauty

Weather

Unique Sense of Place

Friendliness of Res

Beaches / Waterfront

Theme Parks/Child Attractions

Nat'l State Parks

Night Life

Hiking / Biking Trails

Fishing / Hunting

Boating

Golf Courses

Gambling

ImportancePerformance


DAY TRIPPERS STATED IMPORTANCE vs. PERFORMANCEOF DESTINATION ATTRIBUTES – Other Cities

68%

57%

54%

51%

43%

38%

35%

30%

27%

23%

22%

15%

13%

10%

7%

70%

54%

49%

59%

51%

27%

52%

29%

24%

30%

25%

22%

20%

12%

16%

0% 10% 20% 30% 40% 50% 60% 70%


Restaurants

Scenic Beauty

Weather



Friendliness of Res

Nat'l State Parks



Fishing / Hunting

Boating

Night Life

Gambling

Golf Courses

ImportancePerformance


DAY TRIPPERS STATED IMPORTANCEOF DESTINATION ATTRIBUTES – Durham vs. Other CitiesWHEN PLANNING A DAY TRIP IN GENERAL

69%

57%

49%

49%

48%

36%

42%

21%

25%

9%

9%

7%

19%

0%

7%

68%

57%

54%

51%

43%

38%

35%

30%

27%

23%

22%

15%

13%

10%

7%

0% 10% 20% 30% 40% 50% 60% 70%


Restaurants

Scenic Beauty

Weather



Friendliness of Res

Nat'l State Parks



Fishing / Hunting

Boating

Night Life

Gambling

Golf Courses

DurhamOther City


DAY TRIPPERS PERFORMANCEOF DESTINATION ATTRIBUTES – Durham vs. Other Cities

69%

61%

61%

48%

44%

40%

39%

35%

30%

28%

23%

22%

18%

16%

0%

70%

54%

59%

52%

49%

51%

29%

27%

20%

24%

30%

22%

25%

16%

12%

0% 10% 20% 30% 40% 50% 60% 70%


Restaurants

Weather

Friendliness of Res

Scenic Beauty


Nat'l State Parks


Night Life



Boating

Fishing / Hunting

Golf Courses

Gambling

DurhamOther Cities


Cluster Group DistributionDurham vs. Other City in Person-Trips

35%

65%

35%

65%58%

42%

Durham Other City

Outdoor Lovers Insecure Price Shoppers People Connection Seekers

Insecure Price Shoppers comprised the highest share of Durham day trip travelers.


Day Trip Capture Rates by RadiiCluster Groups in Person-Trips

64%

36%

59%

41%27%

73%



Each cluster originated primarily within the 0 to 50 mile radius of Durham. Insecure Price Shoppers claimed the highest share of 0 to 50 mile day trippers.


Party and Respondent Spending by Cluster* in Person-Trips

$286

$380

$448

$308

$224$223

Outdoor Lovers Insecure PriceShoppers

People ConnectionSeekers

People Connection Seekers are the biggest spenders, both in terms of the individual respondent and their entire travel party.

*NOTE: Figures have been aggregated. A subsequent graph to be delivered with the final report will follow that contains averages calculated by taking into account where respondents spent $0 in various categories.


Cluster Age Distribution in Person-Trips

36%

47%

27%

45%

27%17% 18%

59%

23%

Gen-X Baby Boomers Seniors


Each cluster is primarily composed of Baby Boomers, with Insecure Price Shoppers dominating the Baby Boomer segment. People Connection Seekers are morelikely to be Seniors, while Outdoor Lovers are more likely to be Gen-Xers.


Cluster Gender in Person-Trips

64%

36%34%

66%

39%

61%

Male Female


People Connection Seekers were primarily Female, while the other clusters were comprised primarily of Male travelers.


Cluster Consideration vs. Visitation in Person-Trips

36%

31%36% 35%

42%

35%



Considered Durham in Past Year Visited in Past Month


Average Number of People and Trips in Person-Trips

3.3 3.7

9.1

4.1 3.92.82.02.2

3.7



Average Number of People on TripsAverage Number of Trips in Past MonthAverage Number of Trips in Past 3 Months

Outdoor Lovers were the most frequent travelers, while Insecure Price Shoppers had the most people on the trip.


Travel Party Composition in Person-Trips

16%

28%

9%

26%

9%

23%

33%32%

15%

10%

32%

19%

15%

24%

9%

AdultTraveling

Alone

Couple 2 Males or 2Females

3 or MoreAdults

Family



Activity Participationamong Cluster Groups

16%

18%

14%

30%

45%

69%

5%

9%

7%

30%

28%

52%

20%

11%

19%

47%

48%

65%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Touring/Sightseeing

Watch Sports Event

Museum, Art Exhibit

VFR

Fine Dining

Shopping



Activity Participation (Con’t)among Cluster Groups

10%

18%

8%

14%

10%

9%

10%

8%

6%

15%

7%

12%

5%

6%

4%

8%

10%

4%

13%

6%

11%

12%

14%

12%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Nature / Culture

Hike, Bike

Beach / Waterfront

Parks

Attend Show

Festival / Craft Fair

Night Life

Concert / Play / Dance



Activity as Primary Reason for Tripamong Cluster Groups

4%

7%

4%

10%

10%

14%

24%

27%

12%

5%

1%

3%

3%

6%

17%

38%

4%

8%

5%

7%

7%

13%

34%

31%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Hike, Bike

Beach / Waterfront


Museum, Art Exhibit

Watch Sports Event

Fine Dining

VFR

Shopping



Satisfaction and Valueby Cluster Group

OutdoorLovers

InsecurePrice

Shoppers

PeopleConnection

Seekers% HighSatisfaction

68% 64% 87%

% High Value 60% 51% 66%


DESTINATION FEATURESEVER VISITED among Cluster Groups

66%

50% 50%55%

34%37%

27%22%

74%

46%

52%

40%

26%

19%

27%24%

46%

32%35%

39%

31%28%

25%

54%

RTP MoreheadPlanetarium

Mus. Of Life &Science

Dean SmithCenter

NC Museum ofHistory

Discovery Place Carolina Theatre Duke U.Basketball


D D D D

D = Durham Attraction


DESTINATION FEATURESEVER VISITED (Con’t) among Cluster Groups

32%

22%

25%

10%

13%

19%

16%

7%

24%

32%

22%

17%

12%

5%

12%

1%

19%

12%14%

16%

11%

8% 9%

27%

Streets atSouthpoint

Brightleaf Dist. Eno River StatePark

DukeHomestead

Exploris Mint Museum ofArt

Bennett Place SE Center forContemporary

Art


DD D


D D


DESTINATION FEATURESEVER VISITED (Con’t) among Cluster Groups

12%

3% 3% 3%

6%

2%

1%

0%

5%

4%

0%

7%

American Dance Festival Furniture Discovery Center Historic Stagville Hayti Heritage Center


D D


D

durham day-trip report prepared for: durham convention & visitor’s bureau prepared by: d.k....

Documents

shifflet associates

day trip distribution

durham daytrip report

months durham day trippers

consideration of durham

total day trippers durham

day trip destination

month day trips