2014 Greater Portland & Casco Bay Regional Report

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Maine Office of Tourism Visitor Tracking Research 2014 Calendar Year Annual Report

Regional Insights: Greater Portland & Casco Bay Prepared by

May 2015 1 1

Table of Contents

Research Objectives and Methodology

2014 Regional Report Greater Portland & Casco Bay

3

Overnight Visitors: Traveler Description Trip Experience

6 11

Day Visitors: Traveler Description

25

Trip Experience

30

Comparison of Greater Portland/Casco Bay Visitors to Maine Visitors

43

2

Research Objectives and Methodology

3

Research Objectives and Methodology

2014 Regional Report Greater Portland & Casco Bay

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The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide information on tourism activity in Maine and explore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey participants recruited from two national online panels – Research Now and Instantly (formerly Usamp).

•

Information is gathered on an ongoing basis through three surveys: – Maine Overnight Visitor Survey • Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada • Have taken an overnight trip to Maine in the past four weeks – Maine Day Visitor Survey • Includes travelers living within Maine or within a 100-mile radius of Maine’s borders • Have taken a day trip in Maine that is at least 50 miles from home within the past four weeks – National Omnibus Survey • Includes a nationally balanced sample of US residents • To determine the incidence of travel nationwide and Maine’s share of that travel

•

Survey results were collected during calendar year 2014 for travel to Maine occurring from December 2013 through November 2014. The number of respondents participating in each survey is: – Maine Overnight Visitor Survey – 2,930 – Maine Day Visitor – 1,733 – National Omnibus Survey – 17,675

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Research Objectives and Methodology •

The following report summarizes the results among visitors to the Greater Portland & Casco Bay tourism region during 2014, including. – 401 overnight visitors, and – 240 day visitors.

•

Throughout this report, data for the Greater Portland & Casco Bay tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 95% confidence level and are noted throughout by < >.

•

Statistically significant differences between 2013 and 2014 are also highlighted for both the Greater Portland & Casco Bay region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.

2014 Regional Report Greater Portland & Casco Bay

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Overnight Visitors: Traveler Description

6

2014 Regional Report Greater Portland & Casco Bay

Overnight Visitor Demographics •

•

Overnight visitors to the Greater Portland/Casco Bay tourism region are about 48 years old, on average, and have annual household incomes that average around $120,000. Three-fourths have at least a college degree and 70% are married. Nearly two-thirds are employed full-time. Overnight visitors to Greater Portland & Casco Bay on average are older, have a higher income, and are more likely to have at least a college degree than visitors to Maine overall. Overnight Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time

Maine 2014 (n=2930)

Greater Portland & Casco Bay 2014 (n=401)

<29%> 19% 20% 32% 45.4

21% 16% 22% <40%> <48.5>

<16%> <40%> 44% $106,260 54% 74% 66% 62%

10% 34% <56%> <$120,580> 52% <78%> 70% 62%

<> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

7

2014 Regional Report Greater Portland & Casco Bay

Nine in ten overnight visitors to the Greater Portland/Casco Bay region are from the U.S., with most arriving from New England. • •

Massachusetts and New York are the top states sending overnight visitors to the Greater Portland/Casco Bay region. The proportion of Canadian visitors coming to the Greater Portland/Casco Bay region is lower in 2014 than it had been in 2013, similar to what was seen throughout the State of Maine. State/ Province of Residence Maine 2014 (n=2930)

24% 22%

Greater Portland & Casco Bay (n=401)

12%11%

7%

84%

United States (NET)

<88%>

MA

ME

10%

7% 7%

NH

2% 2%

2% 2%

RI

VT

CT

52%

New England (NET)

56%

33%

Mid-Atlantic (NET)

16% 17%

NY

7% 5%

7% 7%

PA

NJ

3% 3%

1% <1%

MD

DE

32%

Canada (NET)

<16%>

<7%>

7%

3%

12% ON

<4%>

1%

QB

3% NB

State/ Province of Residence < > indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

1% <1% NS

8

The vast majority of overnight visitors to the Greater Portland/Casco Bay region are repeat visitors. •

2014 Regional Report Greater Portland & Casco Bay

Overall, the Greater Portland/Casco Bay region attracted a lesser proportion of first-time visitors than did the State of Maine as a whole (10% versus 19%), as well as a lesser proportion than it had last year (16%).

Repeat vs. First Time Visitors

Repeat Visitor 81%

<90%>

First Time Visitor

<19%> Maine 2014 (n=2930)

10% Greater Portland & Casco Bay 2014 (n=401)

Q11. Was this your first visit in Maine? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

9

Visitors to the region traveled in parties of two or three people on average. •

2014 Regional Report Greater Portland & Casco Bay

Travel parties to the Greater Portland/Casco Bay region are smaller and less likely to be traveling with children, when compared to travel parties to the State as a whole.

Travel Party Composition <2.9> 2.5 Percent Traveling with Children <32%> Average Number of People in Travel Party 20%

Maine 2014 (n=2930)

Greater Portland & Casco Bay 2014 (n=401)

Q18. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q19. How many of these people were: Children? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

10

Overnight Visitors: Trip Experience

11

The most common purpose of an overnight VFR trip to the Greater Portland/Casco Bay region is a general visit to see friends or relatives.

2014 Regional Report Greater Portland & Casco Bay

Primary Purpose of Overnight VFR Trips

61%

General visit to see friends or relatives

<70%> 12%

Wedding

12% 12%

Holiday visit

Family reunion

Funeral

Class reunion

Other

8% <8%> 4% 2%

2%

Maine 2014 VFR (n=1142) Greater Portland & Casco Bay 2014 VFR (n=152)

1%

4% 4%

Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? < > indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

12

Overnight business travelers in the Greater Portland/Casco Bay region are most likely to cite a meeting as the primary purpose of their trip.

2014 Regional Report Greater Portland & Casco Bay

Primary Purpose of Overnight Business Trips

33%

Meeting

38%

15%

Sales/Service

20%

25%

Convention/Conference/Trade Show 19%

Maine 2014 Business (n=468) Greater Portland & Casco Bay 2014 (n=79)

18%

Training/Professional Development

17%

9%

Other 6%

Q8. What was the primary purpose of your most recent business trip in Maine? < > indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

13

Similar to Maine visitors in general, food/beverage/culinary is the most common interest area pursued by overnight visitors to the Greater Portland/Casco Bay region.

2014 Interest Areas*

Most Important Interest Area Greater Portland & Casco Bay

58%

Food, beverage, or culinary

49% 48%

Touring or sightseeing 28% 25%

History or culture

Active outdoor activities (not water)

21%

Family fun or children's activities

18%

Water activities Other

64%

51% 55%

Shopping

15% 5% 6%

2014 Regional Report Greater Portland & Casco Bay

48% 27% 51% 23%

<32%> 31%

<26%> 46%

<27%> Maine 2014 (n=2930) Greater Portland & Casco Bay 2014 (n=401)

20% 97%

Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

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2014 Regional Report Greater Portland & Casco Bay

Food/beverage/culinary and touring/sightseeing activities rank highest when analyzing both interest and importance. •

When looking at both interest areas and the relative importance of those interests, overnight visitors to the Greater Portland/Casco Bay region are more likely than visitors to the State as a whole to select food/beverage/culinary and shopping interests.

2014 Interest Areas* Importance Index 20%

Food, beverage, or culinary

25% 25%

Touring or sightseeing 11%

Shopping Family fun or children's activities 6%

Maine 2014 (n=2930) Greater Portland & Casco Bay 2014 (n=401)

<11%>

6% 6%

History or culture

Other

<15%>

<13%>

8%

Active outdoor activities (not water)

Water activities

<31%>

<9%>

3% 5% 6%

Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

15

2014 Regional Report Greater Portland & Casco Bay

Sightseeing and enjoying the ocean views or rocky coast are the most common touring/sightseeing activities pursued.

Touring or Sightseeing Activities* Base: Those who report touring or sightseeing as an interest area for this Maine trip 71% 74%

Sightseeing Enjoying the ocean views or rocky coast

64% 71% 59% 60%

Driving for pleasure

<43%>

Enjoying the mountain views

26%

Wildlife viewing or bird watching

<25%> 17% 25% 23%

Viewing fall colors Taking tours of communities or local architecture

18% 19%

Nature cruises or tours

15% 18%

Other

Maine 2014 (n=1434) Greater Portland & Casco Bay 2014 (n=194)

2% 2%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

16

Eating lobster and local seafood is the most commonly enjoyed food/beverage/culinary activity in the region and the State as a whole. •

2014 Regional Report Greater Portland & Casco Bay

Nearly half of all Greater Portland/Casco Bay visitors participating in food/beverage/culinary activities do so through going to local brew pubs or craft breweries compared to just one in three visitors to Maine overall.

Food, Beverage, or Culinary Activities*

Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 61% 62%

Ate lobster or other local seafood 35%

Going to local brew pubs or craft breweries

<47%>

Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)

45% 46%

<36%>

Enjoyed unique Maine food or beverages (i.e. whoopee pies or Moxie)

28% 20% 18%

Enjoyed high-end cuisine or five-star dining

<23%>

Visited Farmer’s Markets

14% <20%>

Enjoying local food at fairs or festivals Other

Greater Portland & Casco Bay 2014 (n=256)

14% 15%

Ate farm to table or organic cuisine

Maine 2014 (n=1711)

11%

3% 4%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

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Two in three overnight visitors to the region who participate in water activities spent time at the beach.

2014 Regional Report Greater Portland & Casco Bay

Water Activities* Base: Those who report water activities as an interest area for this Maine trip 58%

Going to the beach

65% 44% 39%

Outdoor swimming (lake, ocean, river) Fishing (ocean, lake, stream, river, ice)

26% 23%

Pool swimming (indoor or outdoor)

27% 23% 14% 18%

Motor boating

<27%>

Canoeing or kayaking

11%

6% 8%

Surfing

Other

Greater Portland & Casco Bay 2014 (n=59**)

9% 10%

White water rafting

Water skiing or jet skiing

Maine 2014 (n=790)

11% 12%

Sailing

11% 4% 2% 2%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.

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Hiking/climbing/backpacking is the most common active outdoor activity undertaken by overnight visitors.

2014 Regional Report Greater Portland & Casco Bay

Active Outdoor Activities – Non-Water* Base: Those who report outdoor activities as an interest area for this Maine trip 52% 57%

Hiking, climbing, or backpacking 39% 40%

Exploring State and National Parks 18%

Camping

12% <19%>

Bicycling or mountain biking Hunting (game or bird) Riding all-terrain vehicles Nordic skiing Snowmobiling Alpine skiing or snowboarding Snowshoeing Other

11% 5% 6% 8% 5%

Maine 2014 (n=941)

5% 4%

Greater Portland & Casco Bay 2014 (n=84)

4% 3% <7%> 3% 4% 2% 9% 15%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

19

2014 Regional Report Greater Portland & Casco Bay

Two in three visitors interested in history or culture visit historic sites or museums in the region.

History or Culture Activities* Base: Those who report history or culture as an interest area for this Maine trip 62% 64%

Visiting historic sites or museums 38% 36%

Visiting art museums or local artisan exhibits

35% 34%

Getting to know the local people and/or culture 19% 24%

Participating in nightlife or other evening entertainment 13% 11%

Painting, drawing, or sketching Attending popular music concerts or events

11% 11%

Attending plays, musicals, or theatrical events

10% 10%

Attending sports events

8% 8%

Attending operas or classical music events

8% 7%

Other

Maine 2014 (n=831) Greater Portland & Casco Bay 2014 (n=100)

2% 3%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

20

2014 Regional Report Greater Portland & Casco Bay

Two in three overnight visitors who shop do so at outlets, followed by half who shop at malls or downtown areas. •

Both of these shopping activities are more prevalent among overnight visitors to the Greater Portland/Casco Bay region than they are among visitors to other regions in Maine.

Shopping Activities* Base: Those who report shopping as an interest area for this Maine trip 55%

Outlet shopping

<66%> 40%

General shopping at malls, downtown

<51%> 37%

Shopping for gifts or souvenirs

31% 31%

Shopping for unique, locally produced goods

25% 21%

Shopping for products with the “Made in Maine” identifier

Greater Portland & Casco Bay 2014 (n=222)

21% 24%

Shopping for antiques, local arts and crafts

Other

Maine 2014 (n=1505)

19% 2% 5%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

21

Children’s museums are the most common family fun/children’s activity among overnight visitors to the Greater Portland/Casco Bay region.

2014 Regional Report Greater Portland & Casco Bay

Family Fun/Children’s Activities* Base: Those who report family fun/children’s activities as an interest area for this Maine trip 23%

Children’s museums

33% 35%

Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)

25% 12%

Agricultural fairs

<22%> 22% 21%

Water parks

25%

Amusement or theme parks

20% <24%>

Animal parks or zoos Horseback riding

12% 11% 7%

Summer camps

8% 5%

Spectator sports

8% 4%

Other

Maine 2014 (n=772) Greater Portland & Casco Bay 2014 (n=73**)

13% 18%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.

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L.L. Bean and Portland’s Waterfront are the most commonly visited attractions in the Greater Portland/Casco Bay region.

2014 Regional Report Greater Portland & Casco Bay

Top Attractions/Locations Visited L.L. Bean

40%

Portland's Waterfront

38%

Freeport shopping outlets

31%

Maine Mall

29%

The Old Port

18%

Portland Head Light

18%

Two Lights State Park

11%

Fort Williams Park

10%

Crescent Beach State Park

7%

Portland Museum of Art

7%

Portland Freedom Trail

7%

Portland Observatory

Greater Portland & Casco Bay 2014 (n=401)

6%

Bug Light Park

6%

Peaks Island

5%

Victoria Mansion

5%

Children's Museum of Maine

5%

Q26: Within the region you visited, what specific attractions or locations did you visit? (Please check all that apply)

23

Three-fourths of overnight visitors to the Greater Portland/ Casco Bay region intend to return within the next two years.

2014 Regional Report Greater Portland & Casco Bay

Future Travel Likelihood

78% 75%

29%

34%

I already have specific plans to travel in Maine

Definitely will travel to Maine Probably will travel to Maine Might/Might not travel to Maine

<49%>

41%

15%

17%

5% 1% <1% Maine 2014 (n=2930)

6%

Probably will not travel to Maine Definitely will not travel to Maine Top 2 Box

1% 1% Greater Portland & Casco Bay 2014 (n=401)

Q38. How likely will you be to travel in Maine in the next two years? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

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Day Visitors: Traveler Description

25

2014 Regional Report Greater Portland & Casco Bay

Day Visitor Demographics •

•

Day visitors to the Greater Portland/Casco Bay region average around 50 years old, earning just over $100,000 annually. Four in five have a college degree, and 61% are employed full-time. Two-thirds are married. Similar to overnight visitors, day visitors to the Greater Portland/Casco Bay tourism region have higher incomes on average and are more likely than Maine visitors overall to have a college degree or higher.

Day Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time

Maine 2014 (n=1733)

Greater Portland & Casco Bay 2014 (n=240)

24% 16% 22% 38% 47.9

19% 15% 23% 43% 49.8

22% 43% 36% $93,610 56% 69% 64% 54%

19% 39% 43% <$101,480> 58% <80%> 68% 61%

<> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

26

Similar to day visitors to Maine overall, nine in ten day visitors to the Greater Portland/Casco Bay region originate in the U.S. •

2014 Regional Report Greater Portland & Casco Bay

Massachusetts supplies the greatest proportion of day visitors to the Greater Portland/Casco Bay region.

State/ Province of Residence 90%

U.S. NET

94% 43%

Massachusetts

41% 29%

Maine

31% 15%

New Hampshire

Rhode Island

Canada NET

New Brunswick

20%

Maine 2014 (n=1733) Greater Portland & Casco Bay 2014 (n=240)

2% 2% 10% 6% 6%

4%

Q2. In what State or Province do you reside? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

27

Nearly all day visitors to the Greater Portland/Casco Bay region have visited Maine previously.

2014 Regional Report Greater Portland & Casco Bay

Repeat vs. First Time Visitors

Repeat Visitor

95%

96%

5%

4%

Maine 2014 (n=1733)

Greater Portland & Casco Bay 2014 (n=240)

First Time Visitor

Q10. Was this your first trip to Maine? Q11. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

28

Day visitors to the Greater Portland/Casco Bay region travel in groups of two to three, with one in five traveling with children. •

2014 Regional Report Greater Portland & Casco Bay

Similar to overnight visitors to this region, day visitors to the Greater Portland/Casco Bay region travel in smaller groups than day visitors to Maine as a whole. They are also less likely to be traveling with kids.

Travel Party Composition <2.7> 2.4 Percent Traveling with children Average Number of People in Travel Party

<28%>

21%

Maine 2014 (n=1733)

Greater Portland & Casco Bay 2014 (n=240)

Q14. Including yourself and any children, how many people were in your immediate travel party on this trip? Q15. How many of these people were: Children Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

29

Day Visitors: Trip Experience

30

2014 Regional Report Greater Portland & Casco Bay

Four in five VFR day visitors cite a general visit to see friends or relatives as the primary purpose of their trip.

Primary Purpose of Day VFR Trips

75%

General visit to see friends or relatives

Family reunion

Holiday visit

Wedding

Funeral

Class reunion

Other

84% 7% 3% 6%

3% 4% 2%

Maine 2014 VFR (n=695) Greater Portland & Casco Bay 2014 VFR (n=115)

2%

1% 1%

5% 6%

Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? < > indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

31

Among business travelers, meetings are the most common purpose of a day trip to the Greater Portland/Casco Bay region.

2014 Regional Report Greater Portland & Casco Bay

Primary Purpose of Day Business Trips

39%

Meeting

43%

17%

Sales/Service

19% Maine 2014 Business (n=249)

19%

Training/Professional Development

Greater Portland & Casco Bay 2014 VFR (n=41)

18%

13%

Convention/Conference/Trade Show 3%

Other

12% 17%

Q8. What was the primary purpose of your most recent business trip in Maine? < > indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

32

Food/beverage/culinary interests and shopping are the most commonly pursued interests among day visitors to this region. •

2014 Regional Report Greater Portland & Casco Bay

Day visitors to the Greater Portland/Casco Bay region are less likely to partake in active outdoor activities, water activities, or family fun/children’s activities than day visitors to Maine overall.

2014 Interest Areas* Most Important Interest Area Greater Portland & Casco Bay

Food, beverage, or culinary 56%

Shopping Touring or sightseeing

37%

Active outdoor activities (not water)

26%

Family fun or children's activities

22%

Water activities

19% 18% 16%

History or culture Other

8% 8%

61% 63%

39%

61%

35%

44% 33%

<33%> 55%

<30%> 60%

<32%> 29%

Maine 2014 (n=1733) Greater Portland & Casco Bay 2014 (n=240)

17% 84%

Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

33

2014 Regional Report Greater Portland & Casco Bay

When analyzing both interest and importance, food/beverage/culinary and shopping activities rank highest.

2014 Interest Areas* Importance Index 15%

Food, beverage, or culinary

16%

Shopping

Family fun or children's activities

13%

Touring or sightseeing

12%

Water activities

Other

21%

13% 14%

Active outdoor activities (not water)

History or culture

<25%>

5% 3% 3% 6% 6%

16% <19%>

<12%> Maine 2014 (n=1733) Greater Portland & Casco Bay 2014 (n=240)

Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important

Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years

34

Common touring or sightseeing activities include enjoying the ocean views or rocky coast, sightseeing, and driving for pleasure.

2014 Regional Report Greater Portland & Casco Bay

Touring or Sightseeing Activities* Base: Those who report touring or sightseeing as an interest area for this Maine trip Enjoying the ocean views or rocky coast

75% 75% 71% 69%

Sightseeing

67% 68%

Driving for pleasure

<44%>

Enjoying the mountain views

28%

Wildlife viewing or bird watching

27% 23%

Taking tours of communities or local architecture

17% 22% 26%

Viewing fall colors

20%

Greater Portland & Casco Bay 2014 (n=88)

10% 8%

Nature cruises or tours Other

Maine 2014 (n=766)

2%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

35

2014 Regional Report Greater Portland & Casco Bay

A majority of those who pursued food/beverage/culinary activities did so by eating lobster or other local seafood.

Food, Beverage, or Culinary Activities* Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 64% 58%

Ate lobster or other local seafood Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)

48% 45%

Going to local brew pubs or craft breweries

34% 37%

Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)

37% 37% 25% 23%

Enjoying local food at fairs or festivals

14% 17%

Enjoyed high-end cuisine or five-star dining

<22%>

Visited Farmer's Markets Other

Maine 2014 (n=1053)

13% 15%

Ate farm to table or organic cuisine

15%

Greater Portland & Casco Bay 2014 (n=151)

4% 8%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

36

Going to the beach is the most common water activity participated in by day visitors, followed by outdoor swimming.

2014 Regional Report Greater Portland & Casco Bay

Water Activities* Base: Those who report water activities as an interest area for this Maine trip <71%>

Going to the beach

56% 56%

Outdoor swimming (lake, ocean, river)

49%

Canoeing or kayaking

30%

Fishing (ocean, lake, stream, river, ice)

25% 30%

44%

23%

Pool swimming (indoor or outdoor)

14%

Sailing

7% 7%

White water rafting

6% 7%

Motor boating Water skiing or jet skiing

Maine 2014 (n=559)

12%

Greater Portland & Casco Bay 2014 (n=46**)

7% 7% 4%

Surfing

5% 1%

Other

3% 4%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.

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Day visitors interested in active outdoor activities are most likely to be hiking/climbing/backpacking while in the Greater Portland area.

2014 Regional Report Greater Portland & Casco Bay

Active Outdoor Activities – Non-Water* Base: Those who report outdoor activities as an interest area for this Maine trip 63%

Hiking, climbing, or backpacking

53%

<36%>

Exploring State and National Parks

23% 28%

Camping

22% 18%

Bicycling or mountain biking

10% 6% 5%

Riding all-terrain vehicles Alpine skiing or snowboarding

4% 1%

Snowmobiling

4%

Hunting (game or bird)

4%

Snowshoeing

4%

Nordic skiing Other

Maine 2014 (n=565) Greater Portland & Casco Bay 2014 (n=61**)

1% 11% 21%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.

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2014 Regional Report Greater Portland & Casco Bay

Three-fourths of day visitors to this region who are interested in history or culture visit historic sites or museums.

History or Culture Activities* Base: Those who report history or culture as an interest area for this Maine trip 64%

Visiting historic sites or museums

74% 39%

Visiting art museums or local artisan exhibits

52% 45%

Getting to know the local people and/or culture

37% 14%

Attending plays, musicals, or theatrical events

23%

Participating in nightlife or other evening entertainment

21% 20%

Attending popular music concerts or events

20% 18%

Attending sports events

7% 7%

Painting, drawing, or sketching

6% 6%

Attending operas or classical music events

4% 5%

Other

4% 5%

Maine 2014 (n=315) Greater Portland & Casco Bay 2014 (n=39**)

Q19. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.

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Outlet shopping is the most common shopping activity among day trippers to the Greater Portland/Casco Bay area.

2014 Regional Report Greater Portland & Casco Bay

Shopping Activities* Base: Those who report shopping as an interest area for this Maine trip 63%

Outlet shopping

65% 41%

General shopping at malls, downtown

44% 32%

Shopping for unique, locally produced goods

36% 26%

Shopping for gifts or souvenirs

Shopping for products with the 'Made in Maine' identifier

Maine 2014 (n=972)

20%

Greater Portland & Casco Bay 2014 (n=147)

20% <24%>

Shopping for antiques, local arts and crafts

Other

20%

15% 2% 1%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.

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Day visitors to this region who are interested in family fun/children’s activities participate in a variety of activities.

2014 Regional Report Greater Portland & Casco Bay

Family Fun/Children’s Activities* Base: Those who report family fun/children’s activities as an interest area for this Maine trip 17% 21%

Children's museums

29%

Animal parks or zoos

19% <41%>

Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)

19% 13% 16%

Agricultural fairs Spectator sports

15% 21%

Amusement or theme parks

12%

Horseback riding Other

Greater Portland & Casco Bay 2014 (n=54**)

20%

Water parks Summer camps

Maine 2014 (n=515)

8%

11% 7% 8% 6% 2% 19% 22%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. < > indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.

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L.L. Bean garners the highest level of mentions for attractions visited in the region.

2014 Regional Report Greater Portland & Casco Bay

Top Attractions/Locations Visited L.L. Bean

38%

Portland's Waterfront

34%

Maine Mall

33%

Freeport shopping outlets

29%

The Old Port

24%

Portland Head Light

19%

Fort Williams Park

16%

Two Lights State Park

12%

Portland Museum of Art

10%

Crescent Beach State Park Bug Light Park Portland Freedom Trail Peaks Island

Greater Portland & Casco Bay 2014 (n=240)

9% 6% 6% 5%

Q23: Within the region you visited, what specific attractions or locations did you visit? (Please check all that apply)

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Comparison of Greater Portland & Casco Bay Visitors to Maine Visitors

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Comparisons: Region vs. State

2014 Regional Report Greater Portland & Casco Bay

•

Visitors to the Greater Portland/Casco Bay tourism region and visitors to the State of Maine as a whole differ in a number of areas. These variations can be seen in some visitor demographics, their reasons for traveling, and the activities they participate in while visiting.

•

Popular trip activities and stated travel interest areas closely follow the many shopping and dining experiences available in the Greater Portland region and a more “urban” experience.

•

Highlights – Greater Portland/Casco Bay region vs. State visitors: Visitor Origin • A greater proportion of overnight visitors to the region from the United States. • A lesser proportion of overnight visitors to the region from Canada.

Visitor Demographics • Both overnight and day visitors to the region have higher annual household incomes and are more likely to have a college degree. • Both overnight and day visitors to the region are less likely to be traveling with children, and travel in smaller groups. • Overnight visitors are older on average. 44

Comparisons: Region vs. State •

2014 Regional Report Greater Portland & Casco Bay

Highlights Continued: First-Time/Repeat Visitation • Overnight visitors more likely to be repeat visitors and less likely to be visiting for the first time.

Primary Purpose of VFR and Business Travel • Overnight visitors on VFR travel more likely to be visiting for a general visit to see friends and relatives and less likely to be visiting for a family reunion. • Business day visitors less likely to be in the area for a convention/conference/trade show.

Trip Interest Areas – Overnight and Day Visitors • Less likely to want to pursue the following interest areas: – Water activities – Family fun/children’s activities – Active outdoor activities

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Comparisons: Region vs. State •

2014 Regional Report Greater Portland & Casco Bay

Highlights Continued: Maine Trip Interests and Importance (Importance Index) Overnight and Day Visitors • More likely to place importance on shopping • Less likely to place importance on water activities

Overnight Visitors • More likely to place importance on food/beverage/culinary activities • Less likely to place importance on family fun/children’s activities and active outdoor activities

Day Visitors • Less likely to place importance on touring/sightseeing

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Comparisons: Region vs. State •

2014 Regional Report Greater Portland & Casco Bay

Highlights Continued:

Trip Activities – Overnight Visitors • More likely to be: – Enjoying the ocean views – Going to local brew pubs or craft breweries – Outlet shopping – Shopping at malls or downtown • Less likely to be: – Enjoying the mountain views – Wildlife viewing/bird watching – Enjoying unique Maine food or beverages – Visiting Farmer’s Markets – Enjoying local food at fairs or festivals – Canoeing or kayaking – Bicycling or mountain biking – Alpine skiing or snowboarding – Visiting animal parks or zoos 47

Comparisons: Region vs. State •

2014 Regional Report Greater Portland & Casco Bay

Highlights Continued: Trip Activities – Day Visitors • More likely to be: – Going to the beach • Less likely to be: – Visiting Farmer’s Markets – Visiting outdoor fun centers

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