2016 DownEast Acadia Regional Report

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Maine Office of Tourism Visitor Tracking Research 2016 Calendar Year Annual Report Regional Insights: Downeast & Acadia

Prepared by

April 2017

2016 Regional Report Downeast & Acadia

Table of Contents Research Objectives and Methodology

3

Overnight Visitors: Traveler Description Trip Experience

7 12

Day Visitors: Traveler Description

26

Trip Experience

31

Comparison of Downeast/Acadia Visitors to All Maine Visitors

44

2

2016 Regional Report Downeast & Acadia

Research Objectives and Methodology

3

2016 Regional Report Downeast & Acadia

Research Objectives and Methodology

Three distinct online surveys are used to accomplish the five primary goals of the State of Maine’s visitor tracking research. Survey Instruments Research Objectives

National Omnibus

Overnight Visitor

Day Visitor

a

a

Provide a profile of Maine visitors

a

a

Estimate the amount of spending devoted to tourism in Maine

a

a

Determine the Maine traveler’s level of satisfaction and view of Maine

a

a

Identify Maine’s share of the U.S. travel market

a

Estimate the number of visitors who come to Maine

a

Description of Survey Instruments Overnight Visitor Survey National Travel Survey • •

Nationally representative sample of the U.S. population Surveyed bi-weekly

• • •

Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada Have taken an overnight trip to Maine in the last four weeks Surveyed monthly

Day Visitor Survey • • •

Sampled from Maine and a 100mile radius of Maine’s borders Have taken a day trip greater than 50 miles from home in the last four weeks Surveyed monthly 4

2016 Regional Report Downeast & Acadia

Research Objectives and Methodology •

Survey results were collected during calendar year 2016, for travel to Maine occurring between December 2015 and November 2016. The number of respondents participating in each survey statewide is:

Research Component

2016 Completed Surveys

Overnight Visitor Survey

2,909

Day Visitor Survey

1,762

National Travel Survey

21,910

5

Research Objectives and Methodology •

The following report summarizes results among visitors to the Downeast & Acadia tourism region during 2016, including: – 429 overnight visitors, and – 191 day visitors.

•

Throughout this report, data for the Downeast & Acadia 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 < >. (A statistically significant difference means the observed difference is more than would be expected by chance 95 out of 100 times.)

•

Statistically significant differences between 2015 and 2016 are also highlighted for both the Downeast & Acadia 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.

2016 Regional Report Downeast & Acadia

6

2016 Regional Report Downeast & Acadia

Overnight Visitors: Traveler Description

7

2016 Regional Report Downeast & Acadia

Overnight Visitor Demographics •

Overnight visitors to the Downeast & Acadia Tourism region average 43 years old and have average annual household incomes of $104,000. More than two-thirds have a college degree, and two-thirds are employed full-time.

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

Maine 2016 (n=2909)

Downeast & Acadia 2016 (n=429)

34% 22% 18% 26% 42.8

35% 19% 16% 30% 43.4

20% 42% 39% $98,700 60% 66% 56% 66%

18% 40% 43% $104,000 58% 69% 56% 65%

<> 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.

8

2016 Regional Report Downeast & Acadia

More than half of overnight visitors to the Downeast & Acadia region are from the Mid-Atlantic region of the United States. • •

A greater proportion of overnight visitors to the Downeast & Acadia region originate from the MidAtlantic, as compared to overnight visitors to the State of Maine overall. Overnight visitors to this region are more likely than visitors to the State as a whole to arrive from New Jersey, and less likely to be from Massachusetts or Maine. State/Province of Residence

(% of Travelers Coming from State)

Location of Residence* Maine 2016 (n=2909)

Downeast & Acadia 2016 (n=429)

Maine 17% 17%

<16%>

86%

United States (NET)

Downeast & Acadia

11%

9%

15% 4% 6%

1% <1%

84% NY

42%

Mid-Atlantic (NET)

NJ

Maine

<23%>

<54%>

<45%>

MD

DE

Downeast & Acadia

14% <7%> 4%

New England (NET)

PA

MA

6%

ME

4%

CT

5% 4%

2% 2%

2% 2%

NH

RI

VT

30% Maine

Canada (NET)

14% 7%

Downeast & Acadia

9%

16%

2% ON

3% NS

3%

2%

QB

2%

1%

NB

*Regions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine’s core advertising markets. <> 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.

9

One in four overnight visitors to the Downeast & Acadia region are visiting for the first time.

2016 Regional Report Downeast & Acadia

Repeat vs. First-Time Visitors

77%

74%

Repeat Visitor

First-Time Visitor

23%

26%

Maine 2016 (n=2909)

Downeast & Acadia 2016 (n=429)

Q11. Was this your first visit 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.

10

Just under one-third of overnight visitors to the Downeast & Acadia region are traveling with children.

2016 Regional Report Downeast & Acadia

Travel Party Composition 2.9

2.9 Percent Traveling with Children

33%

30%

Maine 2016 (n=2909)

Average Number of People in Travel Party

Downeast & Acadia 2016 (n=429)

Q21. Including yourself, how many people (adults and children) were in your immediate travel party on this specific trip to Maine? Q22. How many of these people were: Children? <> 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.

11

2016 Regional Report Downeast & Acadia

Overnight Visitors: Trip Experience

12

One-fourth of overnight business travelers to Downeast & Acadia are attending a meeting or training/professional development.

2016 Regional Report Downeast & Acadia

Primary Purpose of Overnight Business Trips 34% Meeting 28%

23% Training or professional development 28% Maine 2016 Business (n=524) 19% Sales or service 22%

Maine Downeast & Acadia 2016 Business (n=80)

22% Convention, conference, or trade show 22%

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

2016 Regional Report

The majority of overnight VFR visitors cite a general visit to see Downeast & Acadia friends/relatives as their reason for visiting the Downeast & Acadia region.

Primary Purpose of Overnight VFR Trips

61%

General visit to see friends or relatives

61% 11%

Holiday visit

16% 12%

Wedding

9%

Family reunion

Class reunion

Other

Maine 2016 VFR (n=1168)

13% Downeast & Acadia 2016 VFR (n=137)

8% 1% 1% 4% 1%

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.

14

Three in five overnight visitors to the region are interested in touring or sightseeing or food/beverage/culinary activities. •

2016 Regional Report Downeast & Acadia

Overnight visitors to the Downeast & Acadia region are more likely than visitors to the State of Maine as a whole to be interested in touring/sightseeing activities and active outdoor activities. They are less likely to be interested in shopping.

2016 Interest Areas

Most Important Interest Area Downeast & Acadia 48%

Touring or sightseeing

<62%> 59% 60%

Food, beverage, or culinary 34%

Active outdoor activities (not water)

30% 36% 28% 26%

Water activities

29%

Family fun or children's activities Other

<51%>

15%

Maine 2016 (n=2909)

26%

Downeast & Acadia 2016 (n=429)

12%

38%

History or culture

24% <4%> 2%

24% 50%

<45%>

Shopping

56%

37% 100%

Q32. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q33. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

15

When considering both interest and importance in deciding to visit, touring/sightseeing ranks highest among overnight visitors. •

2016 Regional Report Downeast & Acadia

When looking at visitors’ interest in various activities along with the importance they place on these activities in selecting Maine as a destination, visitors to the Downeast & Acadia region place more importance than visitors to the State as a whole in touring/sightseeing and active outdoor activities. They place less importance on food/beverage/culinary activities, family fun/children’s activities, shopping, and water activities. 2016 Interest Areas Travel Driver Index 25%

Touring or sightseeing

<35%> 11%

Active outdoor activities (not water)

<23%> <21%>

Food, beverage, or culinary

14% 7%

History or culture

<13%> 9% <11%>

Shopping

Other

Downeast & Acadia 2016 (n=429)

9%

Family fun or children's activities

Water activities

Maine 2016 (n=2909)

6% <9%> 3% 4% 2%

Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important

Q32. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q33. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

16

Three-fourths of visitors interested in touring/sightseeing do some general sightseeing or enjoy the ocean views/rocky coast while visiting. •

2016 Regional Report Downeast & Acadia

Visitors to the Downeast & Acadia region are more likely than overnight visitors to Maine overall to enjoy the ocean views/rocky coast and the mountain views.

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

Sightseeing

76%

Enjoying the ocean views or rocky coast

65% <74%> 51%

Enjoying the mountain views

<63%>

56% 57%

Driving for pleasure Wildlife viewing or bird watching

28% 30%

Taking tours of communities or local architecture

21% 20% 16% 20%

Nature cruises or tours

23%

Viewing fall colors Other

Maine 2016 (n=1407) Downeast & Acadia 2016 (n=265)

17% 1% <1%

Q34. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

17

Eating lobster/other local seafood is the most common activity among overnight visitors interested in food/beverage/culinary activities. •

2016 Regional Report Downeast & Acadia

Overnight visitors to the Downeast & Acadia region are more likely to eat farm-to-table or organic cuisine than are overnight visitors to Maine as a whole.

Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 62%

Ate lobster or other local seafood

71%

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

42% 48%

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

40% 48% 28% 32%

Visited Farmer's Markets

27% 31%

Enjoying local food at fairs or festivals

36% 30%

Going to local brew pubs or craft breweries

Downeast & Acadia 2016 (n=259)

18%

Ate farm-to-table or organic cuisine

<26%> 20% 22%

Enjoyed high-end cuisine or five-star dining Other

Maine 201 (n=1729)

2% 1%

Q34. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

18

Going to the beach is the most common water activity pursued by overnight visitors to the Downeast & Acadia region. •

2016 Regional Report Downeast & Acadia

Canoeing or kayaking is more popular among overnight visitors to the Downeast & Acadia region than among visitors to the State as a whole.

Water Activities Base: Those who report water activities as an interest area for their Maine trip 60% 64%

Going to the beach 45% 44%

Outdoor swimming (lake, ocean, river) 28%

Canoeing or kayaking

<44%> 28%

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

37% 34% 32%

Pool swimming (indoor or outdoor) Sailing

12% 17%

Motor boating

14% 16%

Downeast & Acadia 2016 (n=110)

10% 14%

White water rafting

12% 10%

Water skiing or jet skiing Surfing

Maine 2016 (n=823)

5% 6%

Q34. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

19

2016 Regional Report Downeast & Acadia

The most common active outdoor activities among overnight visitors are hiking/climbing/backpacking and exploring state and national parks.

Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 56%

Hiking, climbing, or backpacking

62% 40%

Exploring State and National Parks

49% 23% 26%

Camping

21% 25%

Bicycling or mountain biking 11% 10%

Riding all-terrain vehicles

7% 7%

Hunting (game or bird) Snowshoeing

4% 5%

Snowmobiling

4% 3%

Alpine skiing or snowboarding Nordic skiing Other

Maine 2016 (n=985) Downeast & Acadia 2016 (n=194)

<5%> 1% 3% 1% 7% 4%

Q34. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

20

Visiting historic sites/museums is the most popular activity among overnight visitors who are interested in history/culture.

2016 Regional Report Downeast & Acadia

History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 63% 67%

Visiting historic sites or museums 37% 39%

Visiting art museums or local artisan exhibits

33% 36%

Getting to know the local people and/or culture 22% 19%

Participating in nightlife or other evening entertainment

15% 13%

Attending plays, musicals, or theatrical events

12% 13%

Painting, drawing, or sketching

12% 8%

Attending popular music concerts or events

10% 8%

Attending sports events Attending operas or classical music events Other

Maine 2016 (n=868) Downeast & Acadia 2016 (n=153)

6% 3% 1% 1%

Q34. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

21

2016 Regional Report Downeast & Acadia

Overnight visitors to the region interested in shopping engage in a variety of shopping activities while visiting.

Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 47%

General shopping at malls, downtown

52% 40%

Shopping for gifts or souvenirs

49% 54%

Outlet shopping

44% 32%

Shopping for unique, locally produced goods

Downeast & Acadia 2016 (n=161)

24%

Shopping for products with the 'Made in Maine' identifier

30% 26%

Shopping for antiques, local arts and crafts

Other

Maine 2016 (n=1485) 37%

28% 1% <1%

Q34. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

22

Overnight visitors who are interested in family fun/children’s activities participate in a wide variety of these activities while visiting.

2016 Regional Report Downeast & Acadia

Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip 39%

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

29%

Animal parks or zoos

26% 28%

Amusement or theme parks

27% 27%

Water parks

26% 27% 14%

Horseback riding

20% 25% 20%

Children's museums Agricultural fairs

12% 10%

Summer camps

7% 7%

Spectator sports

6% 5%

Other

Maine 2016 (n=836) Downeast & Acadia 2016 (n=104)

9% 5%

Q34. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

23

2016 Regional Report Downeast & Acadia

Six in ten overnight visitors to the Downeast & Acadia region visited Acadia National Park.

Top Attractions/Locations Visited* Acadia National Park

61%

Cadillac Mountain

31%

Mount Desert Island

16%

Reversing Falls

14%

Maine Beer Trail

13%

Downeast Sunrise Trail

11%

Penobscot Narrows Bridge and Observatory

10%

Moosehorn Wildlife Refuge

9%

Passamaquoddy Bay

8%

Quoddy Head State Park

7%

Burnham Tavern Museum

6%

St. Croix Island International Historic Site

6%

Lamoine State Park

6%

Woodlawn Museum

6%

Abbe Museum

5%

Roosevelt Campobello International Park

5%

Roque Bluffs State Park

5%

Old Sow Whirlpool

5%

Sculpture Symposium/Trail

5%

Downeast & Acadia (n=429)

* Does not include response options selected by fewer than 5% of respondents.

Q29: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) <> 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.

24

Three-fourths of overnight visitors to the region either already have plans to return to Maine or indicate that they definitely will return. •

2016 Regional Report Downeast & Acadia

Overnight visitors to the Downeast & Acadia region are less likely than visitors to the State of Maine as a whole to indicate that they already have specific plans to travel in Maine in the next two years.

Future Travel Likelihood 80%

I already have specific plans to travel to Maine

76%

Definitely will travel to Maine 20%

<28%>

Probably will travel to Maine Might or might not travel to Maine

56%

Probably will not travel to Maine

52%

16%

14% 5% Maine 2016 (n=2909)

Definitely will not travel to Maine

1%

7%

Top 2 Box 2%

Downeast & Acadia 2016 (n=429)

Q41. How likely will you be to travel in Maine in the next two years? <> 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.

25

2016 Regional Report Downeast & Acadia

Day Visitors: Traveler Description

26

2016 Regional Report Downeast & Acadia

Day Visitor Demographics • •

Day visitors to the Downeast & Acadia tourism region average 45 years old and have annual household incomes just over $73,000. Nearly two-thirds have at least a college degree, and about half are married. Day visitors to this region have average household incomes that are lower than day visitors to the State overall, but are more likely to be employed full-time.

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

Maine 2016 (n=1762)

Downeast & Acadia 2016 (n=191)

28% 18% 19% 35% 46.0

28% 21% 17% 34% 45.4

26% 42% <32%> <$88,100> 75% 63% 56% 52%

32% 47% 21% $73,500 76% 62% 47% <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.

27

Four in five day visitors to the Downeast & Acadia region are U.S. residents, with the highest proportion originating from Maine. •

2016 Regional Report Downeast & Acadia

The Downeast & Acadia region attracts a greater proportion of day visitors from Maine, as compared to the State as a whole. Day visitors from Massachusetts and New Hampshire, however, are less likely to be visiting this region than the rest of the State.

State/ Province of Residence 88%

U.S. NET

80% 26%

Maine

<42%> <43%>

Massachusetts

28% <16%>

New Hampshire Vermont Rhode Island

8% 2% 1%

Maine 2016 (n=1762)

1% 1%

Downeast & Acadia 2016 (n=191) 12%

Canada NET New Brunswick

20% 5% 12% 7% 6%

Quebec Nova Scotia

1% 2%

Q2. In what State or Province do you live? <> 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.

28

Nine in ten day visitors to the Downeast & Acadia region are repeat visitors.

2016 Regional Report Downeast & Acadia

Repeat vs. First-Time Visitors

93%

91%

Repeat Visitor First-Time Visitor

7%

9%

Maine 2016 (n=1762)

Downeast & Acadia 2016 (n=191)

Q10. Was this your first visit to 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.

29

More than one-fourth of day visitors to the Downeast & Acadia region are traveling with children.

2016 Regional Report Downeast & Acadia

Travel Party Composition 2.7

2.6 Percent Traveling with Children

31%

Maine 2016 (n=1762)

29%

Average Number of People in Travel Party

Downeast & Acadia 2016 (n=191)

Q15. Including yourself, how many people (adults and children) were in your immediate travel party on this specific trip in Maine? Q16. How many of these people were: Children <> 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.

30

2016 Regional Report Downeast & Acadia

Day Visitors: Trip Experience

31

Two in five business day visitors are in the Downeast & Acadia region for a general meeting or training/professional development.

2016 Regional Report Downeast & Acadia

Primary Purpose of Day Business Trips

40%

Meeting

40%

19%

Training or professional development

<39%>

16%

Convention, conference, or trade show

10%

18%

Sales or service 5%

Maine 2016 Business (n=232) Downeast & Acadia 2016 Business (n=38*) 8%

Other 5%

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. Use caution when interpreting results.

32

Most Downeast & Acadia day visitors on a VFR trip are visiting primarily for a general visit to see friends/relatives.

2016 Regional Report Downeast & Acadia

Primary Purpose of Day VFR Trips

69%

General visit to see friends or relatives

75% 8%

Holiday visit

11% 8%

Family reunion

6% Maine 2016 VFR (n=720)

Funeral

Wedding

Other

3%

Downeast & Acadia 2016 VFR (n=87)

4% 5% 1% 6% 3%

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.

33

The top interest areas pursued by day visitors to this region are food/beverage/culinary activities, shopping, and touring/sightseeing. •

2016 Regional Report Downeast & Acadia

Day visitors to the Downeast & Acadia region are more likely than day visitors to Maine overall to be interested in pursuing touring/sightseeing activities and active outdoor activities.

2016 Interest Areas

Most Important Interest Area Downeast & Acadia 59% 59%

Food, beverage, or culinary Shopping

32%

<57%>

40%

32%

Active outdoor activities (not water)

<46%> 31%

Family fun or children's activities

34%

21%

27% 18%

History or culture

23%

<8%> 3%

46% 54%

27%

Water activities

Other

57% 58% 43%

Touring or sightseeing

18%

Maine 2016 (n=1762)

22%

Downeast & Acadia 2016 (n=191)

58%

Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

34

When looking at both interest and importance, the highest ranked interest areas among this region’s day visitors are touring/sightseeing and non-aquatic outdoor activities. •

2016 Regional Report Downeast & Acadia

When looking at visitors’ interest in various activities along with the importance they place on these activities in selecting Maine as a destination, day visitors to the Downeast & Acadia region are more likely than visitors to the State as a whole to place importance on active outdoor activities and less likely to place importance on water activities. 2016 Interest Areas Travel Driver Index 19%

Touring or sightseeing

23% 12%

Active outdoor activities (not water)

<21%> 15%

Shopping

18% 17%

Family fun or children's activities

14%

Downeast & Acadia 2016 (n=191)

15%

Food, beverage, or culinary

11% <11%>

Water activities

5%

4%

History or culture Other

Maine 2016 (n=1762)

5% <7%> 2%

Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

35

2016 Regional Report Downeast & Acadia

Enjoying the ocean views/rocky coast and sightseeing are the most popular touring/sightseeing activities for day visitors to this region.

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

71% 80% 71%

Sightseeing

76% 64% 64%

Driving for pleasure 46%

Enjoying the mountain views

57% 28%

Wildlife viewing or bird watching

33% Maine 2016 (n=756) 24%

Viewing fall colors

29%

Taking tours of communities or local architecture

12% 15%

Nature cruises or tours Other

Downeast & Acadia 2016 (n=108)

16% 20%

1% 1%

Q20. 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. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

36

Among day visitors interested in food/beverage/culinary activities, more than half say they ate lobster/other local seafood or consumed other locally produced Maine foods while visiting. •

2016 Regional Report Downeast & Acadia

Day visitors to the Downeast & Acadia region are more likely than visitors to the State as a whole to have visited Farmer’s Markets while in the area.

Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)

50% 57% 62%

Ate lobster or other local seafood

53%

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

38% 44% 30%

Going to local brew pubs or craft breweries

41% 23%

Visited Farmer's Markets

<35%> 26% 30%

Enjoying local food at fairs or festivals 14% 20%

Ate farm to table or organic cuisine Enjoyed high-end cuisine or five-star dining Other

Maine 2016 (n=1039) Downeast & Acadia 2016 (n=113)

11% 8% 5% 3%

Q20. 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. 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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Downeast & Acadia day visitors who are interested in water activities are most likely to go to the beach.

2016 Regional Report Downeast & Acadia

Water Activities Base: Those who report water activities as an interest area for their Maine trip 76% 71%

Going to the beach 53% 55%

Outdoor swimming (lake, ocean, river) 27%

Canoeing or kayaking

36% 30% 34%

Pool swimming (indoor or outdoor) 22%

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

29% 9%

White water rafting

Maine 2016 (n=596)

16%

Downeast & Acadia 2016 (n=51)

8%

Water skiing or jet skiing Sailing

17%

6% 14%

12% 11%

Motor boating Surfing

3% 2%

Other

4% 4%

Q20. 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. 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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Four in five day visitors who are interested in outdoor activities say they went hiking, climbing, or backpacking while visiting the Downeast & Acadia region. •

2016 Regional Report Downeast & Acadia

As expected, day visitors to the Downeast & Acadia region are more likely than visitors to the State as a whole to have spent time exploring state and national parks while in the area.

Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 69%

Hiking, climbing, or backpacking

79% 43%

Exploring State and National Parks

<58%> 18% 18%

Bicycling or mountain biking 12% 9%

Riding all-terrain vehicles

Hunting (game or bird)

6% 3%

Alpine skiing or snowboarding

4% 2%

Snowshoeing

4% 1%

Nordic skiing

2% <1%

Other

Maine 2016 (n=563) Downeast & Acadia 2016 (n=88)

<9%>

2%

Q20. 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. 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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The most common history or culture activity Downeast & Acadia day visitors take part in is visiting historic sites/museums.

2016 Regional Report Downeast & Acadia

History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 69%

Visiting historic sites or museums

81% 42% 47%

Getting to know the local people and/or culture 34%

Visiting art museums or local artisan exhibits

27% 27% 25%

Participating in nightlife or other evening entertainment 18% 18%

Attending popular music concerts or events 9%

Attending sports events

15% 10% 13%

Attending plays, musicals, or theatrical events

12%

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

Maine 2016 (n=310) Downeast & Acadia 2016 (n=44*)

6% 2% 1% 1% 1%

Q20. 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. 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. Use caution when interpreting results.

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Downeast & Acadia day visitors interested in shopping are most likely to do some outlet shopping or general shopping at malls/downtown.

2016 Regional Report Downeast & Acadia

Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 57%

Outlet shopping

53% 43%

General shopping at malls, downtown

49% 32%

Shopping for unique, locally produced goods

37% 31%

Shopping for gifts or souvenirs

34% 22%

Shopping for products with the 'Made in Maine' identifier

28%

Downeast & Acadia 2016 (n=110)

20%

Shopping for antiques, local arts and crafts

Other

Maine 2016 (n=1003)

19% 3% 6%

Q20. 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. 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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2016 Regional Report Downeast & Acadia

Outdoor fun centers are the most common family fun/children’s activity among Downeast & Acadia day trippers.

Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)

39% 46% 33%

Amusement or theme parks

39% 37% 39%

Animal parks or zoos 27%

Water parks

32% 19%

Children's museums Spectator sports

25% 6% <17%>

7%

Horseback riding

Other

Downeast & Acadia 2016 (n=51)

10% 12%

Agricultural fairs

Summer camps

Maine 2016 (n=552)

10% 7% 3% 17% 12%

Q20. 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. 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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2016 Regional Report Downeast & Acadia

As seen with overnight visitors to the Downeast & Acadia region, Acadia National Park is also the most visited attraction among day visitors. Top Attractions/Locations Visited* Acadia National Park

52%

Cadillac Mountain

36%

Mount Desert Island

24%

Quoddy Head State Park

13%

Reversing Falls

13%

Moosehorn Wildlife Refuge

11%

Roosevelt Campobello International Park

9%

Downeast Sunrise Trail

9%

Passamaquoddy Bay

8%

Roque Bluffs State Park

8%

St. Croix Island International Historic Site

8%

Maine Beer Trail

7%

Penobscot Narrows Bridge and Observatory

7%

Woodlawn Museum

7%

Lamoine State Park Abbe Museum

Downeast & Acadia (n=191)

6% 5%

* Does not include response options selected by fewer than 5% of respondents.

Q24: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) <> 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.

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2016 Regional Report Downeast & Acadia

Comparison of Downeast & Acadia Visitors to Maine Visitors

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Comparisons: Region vs. State •

2016 Regional Report Downeast & Acadia

Visitors to the Downeast & Acadia region and visitors to the State of Maine as a whole differ in a number of areas. These variations can be seen in: – – – –

Visitor demographics, Visitor origin, Areas of interest, and The activities they participate in while visiting.

•

Popular trip activities and stated purpose of trips closely follow the sightseeing and outdoor activities available in the Downeast & Acadia region.

•

Highlights of these differences are shown on the following pages.

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2016 Regional Report Downeast & Acadia

Visitor Origin

Compared to visitors to the entire State, visitors to the Downeast & Acadia region differ in the following ways:

OVERNIGHT VISITORS

Greater proportion from Mid-Atlantic states (specifically NJ)

Lesser proportion from New England (specifically MA and ME)

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2016 Regional Report Downeast & Acadia

Visitor Origin

DAY VISITORS

Greater proportion from Maine

Lesser proportion from MA and NH

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2016 Regional Report Downeast & Acadia

Visitor Demographics

DAY VISITORS

Lower annual household income More likely to be employed full-time

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Trip Interest Areas

2016 Regional Report Downeast & Acadia

OVERNIGHT AND DAY VISITORS

OVERNIGHT VISITORS

More likely to want to pursue: Active outdoor activities Touring or sightseeing

Less likely to be interested in shopping

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Trip Interests and Importance (Travel Driver Index)

2016 Regional Report Downeast & Acadia

OVERNIGHT AND DAY VISITORS

More likely to place importance on active outdoor activities

Less likely to place importance on water activities

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Trip Interests and Importance (Travel Driver Index)

2016 Regional Report Downeast & Acadia

OVERNIGHT VISITORS

More likely to place importance on touring and sightseeing

Less likely to place importance on: Food/beverage/culinary activities Family fun/children’s activities Shopping

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2016 Regional Report Downeast & Acadia

Trip Activities

OVERNIGHT VISITORS

More likely to be: Enjoying the mountain views Eating farm-to-table or organic cuisine Canoeing/kayaking Enjoying the ocean views and/or rocky coast

Less likely to be: Alpine skiing/snowboarding

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2016 Regional Report Downeast & Acadia

Trip Activities

DAY VISITORS

More likely to be: Visiting Farmer’s Markets Exploring state and national parks Spectator sports

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2016 Regional Report Downeast & Acadia

Davidson-Peterson Associates 172 Commercial Street Portland, ME 04101 207.985.7660 www.digitalresearch.com

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