2014 MidCoast Regional Report

---

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

Regional Insights: Mid-Coast Prepared by

May 2015 1 1

2014 Regional Report Mid-Coast

Table of Contents Research Objectives and Methodology

3

Overnight Visitors: Traveler Description Trip Experience

6 11

Day Visitors: Traveler Description

25

Trip Experience

30

Comparison of Mid-Coast Visitors to Maine Visitors

43

2

Research Objectives and Methodology

3

Research Objectives and Methodology

2014 Regional Report Mid-Coast

•

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

4

Research Objectives and Methodology •

The following report summarizes the results among visitors to the Mid-Coast tourism region during 2014, including: – 360 overnight visitors, and – 181 day visitors.

•

Throughout this report, data for the Mid-Coast 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 Mid-Coast 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 Mid-Coast

5

Overnight Visitors: Traveler Description

6

2014 Regional Report Mid-Coast

Overnight Visitor Demographics •

Overnight visitors to the Mid-Coast tourism region are about 47 years old, on average, and have annual household incomes that average around $110,000. Three-fourths have at least a college degree and twothirds are married. Nearly two-thirds are employed full-time.

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)

Mid-Coast 2014 (n=360)

29% 19% 20% 32% 45.4

24% 20% 18% <37%> 47.0

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

17% 38% 45% $109,970 51% 77% 65% 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 Mid-Coast

Nine in ten overnight visitors to the Mid-Coast are from the United States, a greater proportion than to the state as a whole. • •

The largest proportion of visitors to the Mid-Coast originate in Massachusetts (19%) and New York (18%). The Mid-Coast region attracts a greater proportion of overnight visitors from the Mid-Atlantic as compared to the State of Maine as a whole.

State/ Province of Residence Maine 2014 (n=2930)

22% 19%

Mid-Coast (n=360)

12%

13%

84%

United States (NET)

7% 6%

7% 7%

NH

2% 1%

2% 2%

CT

RI

VT

3% 2%

1% 1%

<1%<1%

MD

DE

D.C.

<91%> MA

ME

52%

New England (NET)

48%

16%

18% 7%

NY

33%

Mid-Atlantic (NET)

11%

7%

PA

11%

NJ

<44%>

<16%>

Canada (NET) 9%

7%

5%

ON

<4%>

1%

QB

<3%>

1%

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

More than three-fourths of overnight visitors to the Mid-Coast region are repeat visitors.

2014 Regional Report Mid-Coast

Repeat vs. First Time Visitors

81%

78%

Repeat Visitor

First Time Visitor 19%

22%

Maine 2014 (n=2930)

Mid-Coast 2014 (n=360)

Q11. Was this your first visit in Maine? Q12. 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.

9

One in four Mid-Coast travel parties includes children, with party sizes averaging between two and three people.

2014 Regional Report Mid-Coast

Travel Party Composition <2.9>

2.6 Percent Traveling with Children

32% 27%

Maine 2014 (n=2930)

Average Number of People in Travel Party

Mid-Coast 2014 (n=360)

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 widely cited reason to visit the Mid-Coast among overnight VFR travelers is a general visit to see friends or relatives.

2014 Regional Report Mid-Coast

Primary Purpose of Overnight VFR Trips

61%

General visit to see friends or relatives

58% 12%

Wedding

17% 12%

Holiday visit

10% 8%

Family reunion

Funeral

Class reunion

Other

6%

Maine 2014 VFR (n=1142) Mid-Coast 2014 VFR (n=151)

2% 1% 1% 1% 4% 7%

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

Nearly half of overnight business travelers to the Mid-Coast region cite a meeting as the reason for their trip.

2014 Regional Report Mid-Coast

Primary Purpose of Overnight Business Trips

33%

Meeting

45%

25%

Convention/Conference/Trade Show

23%

18%

Training/Professional Development 12%

Maine 2014 Business (n=468) 15%

Sales/Service

Mid-Coast 2014 (n=60*)

7%

Other

9% 12%

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. *Please note small sample size.

13

Food, beverage, or culinary activities are the most common interest areas pursued by overnight visitors to the Mid-Coast region. •

2014 Regional Report Mid-Coast

Mid-Coast overnight visitors are more likely to pursue history or culture as an interest area than are visitors to Maine overall (35% vs. 28%).

2014 Interest Areas* Most Important Interest Area Mid-Coast 58% 61%

Food, beverage, or culinary 49%

Touring or sightseeing

51% 53%

Shopping 28%

History or culture

<35%>

32% 31%

Active outdoor activities (not water)

26% 27%

Family fun or children's activities

27% 25%

Water activities Other

54%

5% 5%

32%

57% 18% 20%

Maine 2014 (n=2930)

34%

Mid-Coast 2014 (n=360)

43% 25% 100%

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.

14

When analyzing both interest and importance in deciding to visit, touring or sightseeing ranks highest in the Mid-Coast region, and higher than among visitors to the State of Maine as a whole.

2014 Regional Report Mid-Coast

2014 Interest Areas* Importance Index 25%

Touring or sightseeing 20% 20%

Food, beverage, or culinary 13% 12%

Family fun or children's activities Active outdoor activities (not water)

11% 11%

Shopping

11% 10%

History or culture

Maine 2014 (n=2930) Mid-Coast 2014 (n=360)

6% 7%

Water activities Other

<31%>

6%

9%

5% 5%

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

General sightseeing and enjoying the ocean views or rocky coast are the most common touring/sightseeing activities among MidCoast overnight visitors.

2014 Regional Report Mid-Coast

Touring or Sightseeing Activities* Base: Those who report touring or sightseeing as an interest area for this Maine trip 71% 75%

Sightseeing Enjoying the ocean views or rocky coast

64% <73%> 59% 60%

Driving for pleasure

43% 40%

Enjoying the mountain views Wildlife viewing or bird watching

25% 26% 25% 22%

Viewing fall colors Taking tours of communities or local architecture

Mid-Coast 2014 (n=193)

18% 16% 15%

Nature cruises or tours Other

Maine 2014 (n=1434)

10%

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.

16

Overnight visitors to the region who are interested in food, beverage, or culinary activities are most likely to eat lobster or other local seafood.

2014 Regional Report Mid-Coast

Food, Beverage, or Culinary Activities* Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 61% 66%

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

45% 49% 36% 40%

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

35% 36%

Going to local brew pubs or craft breweries 23% 28%

Visited Farmer’s Markets

20% 24%

Enjoyed high-end cuisine or five-star dining

Mid-Coast 2014 (n=220)

14%

Ate farm to table or organic cuisine

<22%> 20% 22%

Enjoying local food at fairs or festivals Other

Maine 2014 (n=1711)

3% 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.

17

Over half of those interested in water activities go to the beach while visiting the Mid-Coast.

2014 Regional Report Mid-Coast

Water Activities* Base: Those who report water activities as an interest area for this Maine trip 58% 59%

Going to the beach 44% 39%

Outdoor swimming (lake, ocean, river) Canoeing or kayaking

27%

Pool swimming (indoor or outdoor)

27%

33% 33% 26%

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

20% 11%

Sailing

20% 14% 13%

Motor boating

9% 8%

White water rafting

Other

Mid-Coast 2014 (n=91)

11% 11%

Water skiing or jet skiing

Surfing

Maine 2014 (n=790)

6% 6%

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.

18

Hiking, climbing, or backpacking is the most common pursuit among those interested in active outdoor activities.

2014 Regional Report Mid-Coast

Active Outdoor Activities – Non-Water* Base: Those who report outdoor activities as an interest area for this Maine trip 52% 51%

Hiking, climbing, or backpacking 39% 39%

Exploring State and National Parks Camping

18% 19%

Bicycling or mountain biking

19% 15% 8%

Riding all-terrain vehicles

15%

Snowmobiling

4% 7%

Nordic skiing

5% 6%

Snowshoeing

4% 4%

Hunting (game or bird)

5% 3%

Alpine skiing or snowboarding Other

Maine 2014 (n=941) Mid-Coast 2014 (n=113)

<7%> 2%

9% 13%

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 Mid-Coast

Visiting historic sites or museums is the top history or culture activity Mid-Coast overnight visitors participated in.

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

Visiting historic sites or museums

69% 38%

Visiting art museums or local artisan exhibits

50% 35% 36%

Getting to know the local people and/or culture 19% 16%

Participating in nightlife or other evening entertainment

13% 15%

Painting, drawing, or sketching

Attending operas or classical music events Attending popular music concerts or events Attending plays, musicals, or theatrical events Attending sports events Other

8% 7% 11% 7%

Maine 2014 (n=831) Mid-Coast 2014 (n=126)

10% 6% 8% 5% 2% 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.

20

Outlet shopping ranks highest on the list of shopping activities MidCoast region overnight visitors participated in on their trip.

2014 Regional Report Mid-Coast

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

Outlet shopping

49% 31%

Shopping for unique, locally produced goods

<41%> 37%

Shopping for gifts or souvenirs

38% 40%

General shopping at malls, downtown

33% 24%

Shopping for antiques, local arts and crafts

31%

Mid-Coast 2014 (n=190)

21%

Shopping for products with the “Made in Maine” identifier

Other

Maine 2014 (n=1505)

20% <2%> <1%

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

2014 Regional Report Mid-Coast

Outdoor fun centers are the most common family fun/children’s activity pursued by overnight visitors to the Mid-Coast region.

Family Fun/Children’s Activities* Base: Those who report family fun/children’s activities as an interest area for this Maine trip 35% 33%

Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) Animal parks or zoos

24% 25%

Amusement or theme parks

25% 22% 22% 20%

Water parks

23%

Children’s museums

Spectator sports Horseback riding Agricultural fairs Summer camps Other

17% Maine 2014 (n=772)

8% 13%

Mid-Coast 2014 (n=97)

11% 13% 12% 9% 8% 8% 13%

20%

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.

22

Boothbay Harbor is the most frequently visited attraction/location among overnight visitors to the Mid-Coast region.

2014 Regional Report Mid-Coast

Top Attractions/Locations Visited Boothbay Harbor

31%

Coastal Maine Botanical Gardens

15%

Maine Lighthouse Museum

12%

Maine State Aquarium

11%

Fort Knox

11%

Pemaquid Point Lighthouse

11%

Moody's Diner

11%

Maine Maritime Museum

10%

Bowdoin College Museum of Art

8%

Popham Beach

7%

Maine Wine Trail

7%

Reid State Park Boothbay Railway Village

7% 6%

Owls Head Transportation Museum

6%

Owls Head State Park

5%

Heritage Park

5%

Waldoboro's Historic Village

5%

Farnsworth Art Museum and Wyeth…

Mid-Coast 2014 (n=360)

5%

Penobscot Marine Museum

5%

Monhegan Island

5%

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

23

Four in five visitors to the Mid-Coast intend to visit Maine again in the next two years.

2014 Regional Report Mid-Coast

Future Travel Likelihood

78%

80%

29%

27%

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 Probably will not travel to Maine

49%

52%

Definitely will not travel to Maine Top 2 Box

15%

14%

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

<1% 6% <1% Maine Lakes & Mountains 2014 (n=365)

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.

24

Day Visitors: Traveler Description

25

2014 Regional Report Mid-Coast

Day Visitor Demographics •

Day visitors to the Mid-Coast region average around 49 years of age, earning less than $90,000 annually. Three in four have a college degree, and 57% are employed full-time. Two-thirds are married.

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)

Mid-Coast 2014 (n=181)

24% 16% 22% 38% 47.9

22% 15% 16% <47%> 49.2

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

21% <51%> 29% $87,780 51% 75% 66% 57%

<> 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

The majority of day visitors to the Mid-Coast originate in Maine or Massachusetts. •

2014 Regional Report Mid-Coast

The Mid-Coast region attracts a greater proportion of in-state day visitors than does the rest of the State of Maine, while attracting a lesser proportion of Canadian day visitors.

State/ Province of Residence 90%

U.S. NET

<95%> 29%

Maine

<45%> 43%

Massachusetts

37% 15%

New Hampshire

Rhode Island

Canada NET

New Brunswick

11%

Maine 2014 (n=1733) Mid-Coast 2014 (n=181)

2%

2% <10%> 5% <6%> 3%

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 Mid-Coast region have visited Maine previously.

2014 Regional Report Mid-Coast

Repeat vs. First Time Visitors

Repeat Visitor 95%

95% First Time Visitor

5%

5%

Maine 2014 (n=1733)

Mid-Coast 2014 (n=181)

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

One in four day visitors to the Mid-Coast region is traveling with children, and the average party size is two or three members.

2014 Regional Report Mid-Coast

Travel Party Composition 2.7

2.7 Percent Traveling with children

28% 25%

Maine 2014 (n=1733)

Average Number of People in Travel Party

Mid-Coast 2014 (n=181)

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

The most common reason cited for visiting the Mid-Coast among VFR day travelers is a general visit to see friends or relatives.

2014 Regional Report Mid-Coast

Primary Purpose of Day VFR Trips

75%

General visit to see friends or relatives

75% 7%

Family reunion

8% 6%

Holiday visit

Wedding

Funeral

Class reunion

Other

7% 4% 4%

Maine 2014 VFR (n=695) Mid-Coast 2014 VFR (n=79)

2%

1% 1% 1% 5% 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.

31

Business day visitors to the Mid-Coast are most likely to cite training/professional development as their primary reason for visiting.

2014 Regional Report Mid-Coast

Primary Purpose of Day Business Trips

19%

Training/Professional Development

<45%>

39%

Meeting 24%

17%

Sales/Service

15%

13%

Convention/Conference/Trade Show

Maine 2014 Business (n=249)

Mid-Coast 2014 (n=31*)

5%

Other

12% 11%

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. *Please note small sample size.

32

Food/beverage/culinary activities are the most common interests pursued by Mid-Coast day visitors, followed by touring/sightseeing.

2014 Interest Areas*

Most Important Interest Area Mid-Coast

61% 60%

Food, beverage, or culinary 44%

Touring or sightseeing Shopping

<57%> 51%

56%

33% 34%

Active outdoor activities (not water)

2014 Regional Report Mid-Coast

29% 45% 19% 34%

Family fun or children's activities

30% 32%

53%

Water activities

32% 29%

29%

18%

History or culture Other

8% 6%

24%

Maine 2014 (n=1733) Mid-Coast 2014 (n=181)

24% 71%

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

When analyzing both interest and importance in deciding to visit, touring or sightseeing ranks highest among day visitors to the MidCoast region.

2014 Regional Report Mid-Coast

2014 Interest Areas* Importance Index 19%

Touring or sightseeing

<26%> 15%

Food, beverage, or culinary

18% 16% 17%

Family fun or children's activities 13% 12%

Active outdoor activities (not water)

<16%>

Shopping

10% 12%

Water activities History or culture Other

8% 3% 6%

Maine 2014 (n=1733) Mid-Coast 2014 (n=181)

6% 4%

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

The majority of Mid-Coast day visitors who are interested in touring/sightseeing activities spend time enjoying the ocean views or rocky coast.

2014 Regional Report Mid-Coast

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% 83% 67% 72%

Driving for pleasure

71% 68%

Sightseeing

44% 45%

Enjoying the mountain views 26%

Viewing fall colors

31%

Wildlife viewing or bird watching

27% 23%

Taking tours of communities or local architecture

17% 17%

Mid-Coast 2014 (n=103)

10%

Nature cruises or tours Other

Maine 2014 (n=766)

17%

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.

35

Seven in ten day visitors who are interested in food/beverage/culinary activities ate lobster or other local seafood while visiting the region.

2014 Regional Report Mid-Coast

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

Ate lobster or other local seafood

70%

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

48% 43% 37% 40%

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

34% 36%

Going to local brew pubs or craft breweries

25% 29%

Enjoying local food at fairs or festivals

22%

Visited Farmer's Markets

29% 13% 15%

Ate farm to table or organic cuisine

Mid-Coast 2014 (n=108)

14% 12%

Enjoyed high-end cuisine or five-star dining Other

Maine 2014 (n=1053)

4% 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.

36

Outdoor swimming and going to the beach are the most common activities pursued by day visitors interested in water activities.

2014 Regional Report Mid-Coast

Water Activities* Base: Those who report water activities as an interest area for this Maine trip 56%

Outdoor swimming (lake, ocean, river)

67% 71%

Going to the beach

62% 30% 30%

Canoeing or kayaking

25% 28%

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

23% 19%

Pool swimming (indoor or outdoor)

12% 15%

Motor boating Sailing

7% 7%

Water skiing or jet skiing

7% 5%

White water rafting Surfing Other

Maine 2014 (n=559) Mid-Coast 2014 (n=52**)

6% 4% 5% 3%

3% 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. **Please note small sample size.

37

Hiking, climbing, or backpacking is the most common active outdoor activity pursued by day visitors to the Mid-Coast.

2014 Regional Report Mid-Coast

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

Hiking, climbing, or backpacking

71% 36% 39%

Exploring State and National Parks 28%

Camping

21% 18% 13%

Bicycling or mountain biking Hunting (game or bird)

4% 6%

Riding all-terrain vehicles

6% 5%

Alpine skiing or snowboarding

4% 5%

Snowmobiling

4% 3%

Nordic skiing

1% 3%

Snowshoeing

4% 2%

Other

Maine 2014 (n=565) Mid-Coast 2014 (n=62**)

<11%> 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. **Please note small sample size.

38

Visiting historic sites or museums is the most popular history or culture activity among day visitors to the Mid-Coast.

2014 Regional Report Mid-Coast

History or Culture Activities* Base: Those who report history or culture as an interest area for this Maine trip 64% 65%

Visiting historic sites or museums 39% 43%

Visiting art museums or local artisan exhibits

45% 43%

Getting to know the local people and/or culture 14% 18%

Attending plays, musicals, or theatrical events

21%

Participating in nightlife or other evening entertainment

14% <20%>

Attending popular music concerts or events

8% 7% 7%

Attending sports events Attending operas or classical music events Painting, drawing, or sketching Other

Maine 2014 (n=315) Mid-Coast 2014 (n=43**)

4% 4% 6% 2% 4% 3%

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.

39

Outlet shopping is pursued by more than half of Mid-Coast day visitors interested in shopping.

2014 Regional Report Mid-Coast

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

Outlet shopping

55% 24%

Shopping for antiques, local arts and crafts

<43%> 32%

Shopping for unique, locally produced goods

42% 41%

General shopping at malls, downtown

32% 20%

Shopping for products with the 'Made in Maine' identifier

27%

Mid-Coast 2014 (n=92)

26%

Shopping for gifts or souvenirs

Other

Maine 2014 (n=972)

26% 2% 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.

40

Day visitors to the Mid-Coast who are interested in family fun/children’s activities most often visit outdoor fun centers.

2014 Regional Report Mid-Coast

Family Fun/Children’s Activities* Base: Those who report family fun/children’s activities as an interest area for this Maine trip 41% 44%

Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) 20% 23%

Water parks

21% 20%

Amusement or theme parks 13%

Agricultural fairs

20%

Spectator sports

Horseback riding Other

Mid-Coast 2014 (n=58**)

8% 11% <29%>

Animal parks or zoos Summer camps

Maine 2014 (n=515)

17% 19%

Children's museums

10% 7% 7% 6% 3% 19%

27%

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.

41

One in three day visitors to the Mid-Coast visits Boothbay Harbor.

2014 Regional Report Mid-Coast

Top Attractions/Locations Visited Boothbay Harbor

36%

Moody's Diner

17%

Popham Beach

17%

Maine Maritime Museum

16%

Pemaquid Point Lighthouse

13%

Fort Knox

13%

Maine Lighthouse Museum

12%

Coastal Maine Botanical Gardens

11%

Owls Head Transportation Museum

11%

Fort Popham

11%

Owls Head State Park

10%

Reid State Park

9%

Boothbay Railway Village

8%

Maine State Aquarium

7%

Farnsworth Art Museum and Wyeth…

Maine Wine Trail

Mid-Coast 2014 (n=181)

6%

6%

Heritage Park

5%

Monhegan Island

5%

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

42

Comparison of Mid-Coast Visitors to Maine Visitors

43

Comparisons: Region vs. State

2014 Regional Report Mid-Coast

•

Visitors to the Mid-Coast tourism region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen in visitor origin, their reasons for traveling, their travel interests, and the activities they participate in while visiting.

•

Highlights – Mid-Coast region vs. State visitors: Visitor Origin • • • •

A greater proportion of overnight and day visitors to the region from the United States. A lesser proportion of overnight and day visitors to the region from Canada. A greater proportion of overnight visitors to the region from the Mid-Atlantic US. A greater proportion of day visitors to the region from Maine.

Primary Purpose of Business Travel • Business day visitors more likely to be in the area for training/professional development.

44

Comparisons: Region vs. State •

2014 Regional Report Mid-Coast

Highlights Continued: Trip Interest Areas – Overnight Visitors • More likely to want to pursue history or culture activities.

Trip Interest Areas – Day Visitors • More likely to want to pursue touring or sightseeing activities.

Maine Trip Interests and Importance (Importance Index) Overnight Visitors • More likely to place importance on touring or sightseeing activities

Day Visitors • More likely to place importance on touring or sightseeing activities • Less likely to place importance on shopping

45

Comparisons: Region vs. State •

2014 Regional Report Mid-Coast

Highlights Continued:

Trip Activities – Overnight Visitors • More likely to be: – Enjoying the ocean views or rocky coast – Eating farm to table or organic cuisine – Shopping for unique, locally produced goods • Less likely to be: – Alpine skiing or snowboarding

Trip Activities – Day Visitors • More likely to be: – Shopping for antiques, local arts and crafts • Less likely to be: – Attending popular music concerts or events – Visiting animal parks or zoos

46

DPA 201 Lafayette Center Kennebunk, ME 04043 207.985.1790 www.digitalresearch.com

47