2017 DownEast Acadia Regional Report

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Maine Office of Tourism Visitor Tracking Research 2017 Calendar Year Annual Report Regional Insights: Downeast & Acadia

Prepared by

May 2018

2017 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

2017 Regional Report Downeast & Acadia

Research Objectives and Methodology

3

2017 Regional Report Downeast & Acadia

Research Objectives and Methodology

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

National Travel Survey

Overnight Visitor

Day Visitor

a

a

Provide a profile of Maine visitors

a

a

Estimate the amount of spending generated by 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

2017 Regional Report Downeast & Acadia

Research Objectives and Methodology •

Survey results were collected during calendar year 2017, for travel to Maine occurring between December 2016 and November 2017. The number of respondents participating in each survey statewide is:

Research Component

2017 Completed Surveys

Overnight Visitor Survey

2,922

Day Visitor Survey

1,782

National Travel Survey

22,070

5

Research Objectives and Methodology •

The following report provides a profile of visitors and their trips to the Downeast & Acadia tourism region during 2017, including: – 451 overnight visitors, and – 223 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 2016 and 2017 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.

2017 Regional Report Downeast & Acadia

6

2017 Regional Report Downeast & Acadia

Overnight Visitors: Traveler Description

7

2017 Regional Report Downeast & Acadia

Overnight Visitor Demographics •

Overnight visitors to the Downeast & Acadia Tourism region average between 40 and 41 years old and have average annual household incomes of $96,000. Seven in ten have a college degree, a much higher proportion than for visitors to the State as a whole. 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 Female College Degree or Higher Married Employed Full-Time

Maine 2017 (n=2922)

Downeast & Acadia 2017 (n=451)

39% 23% 16% 22% 40.7

39% 24% 14% 23% 40.5

23% 43% 34% $92,700 70% 65% 50% 62%

22% 44% 34% $95,800 67% <71%> 56% 64%

<> indicates a significant difference between this region and the State 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

2017 Regional Report Downeast & Acadia

Half of overnight visitors to the Downeast & Acadia region are from New England. •

The proportion of New England residents visiting the Downeast & Acadia region is lower than for the State of Maine overall. State/Province of Residence (% of Travelers Coming from State)

Location of Residence* Maine 2017 (n=2922)

Downeast & Acadia 2017 (n=451)

<26%> 22%

Downeast & Acadia

14% 15%

88%

United States (NET)

Maine

7% 8% <8%>5%

85% MA

<60%>

New England (NET) 52%

ME

Maine

28%

NH

RI

VT

Downeast & Acadia

14%16% 6% 8%

Mid-Atlantic (NET)

CT

2% 2% <2%><1%

NY

6% 5%

PA

NJ

2% 2% MD

<1%<1% <1%<1% DE

D.C.

33% Maine

Canada (NET)

12%

Downeast & Acadia

8% 10%

15% ON

2% 3%

1% 1%

1% 1%

QB

NB

NS

<1%<1% <1%<1% PEI

NFL

*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 this region and the State 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.

2017 Regional Report Downeast & Acadia

Repeat vs. First-Time Visitors

80%

76% Repeat Visitor First-Time Visitor

20%

24%

Maine 2017 (n=2922)

Downeast & Acadia 2017 (n=451)

Q11. Was this your first visit in Maine? <> indicates a significant difference between this region and the State 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

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

2017 Regional Report Downeast & Acadia

Travel Party Composition 3.0

3.0 Percent Traveling with Children

32%

32% Average Number of People in Travel Party

Maine 2017 (n=2922)

Downeast & Acadia 2017 (n=451)

Q24. Including yourself, how many people (adults and children) were in your immediate travel party on this specific trip to Maine? Q25. How many of these people were: Children? <> indicates a significant difference between this region and the State 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

2017 Regional Report Downeast & Acadia

Overnight Visitors: Trip Experience

12

There are a variety of reasons for overnight business trips to the Downeast & Acadia region.

2017 Regional Report Downeast & Acadia

Primary Purpose of Overnight Business Trips 35% Meeting 29%

24% Convention, Conference, or Trade Show 28% Maine 2017 Business (n=377) 16% Sales or Service

21%

Maine Downeast & Acadia 2017 Business (n=44*)

22% Training or Professional Development 20%

Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between this region and the State 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.

13

2017 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

60%

General visit to see friends or relatives

59% 11%

Wedding

15% 13%

Holiday visit

12%

Other

Downeast & Acadia 2017 VFR (n=142)

9%

Family reunion

Funeral

Maine 2017 VFR (n=1224)

10% 3% 1% 3% 3%

Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between this region and the State 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. *VFR = Visiting Friends and Relatives

14

Two-thirds of overnight visitors to the region are interested in touring or sightseeing or food/beverage/culinary activities. •

•

2017 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. More than half of visitors listing touring/sightseeing as an interest area indicate that it was the most important consideration in their decision to visit. 2017 Interest Areas

Most Important Interest Area Downeast & Acadia 47%

Touring or sightseeing

<65%> 60%

Food, beverage, or culinary

64%

27%

35%

Active outdoor activities (not water)

<50%>

45%

<50%>

Shopping

39% 27% 30%

History or culture

27% 26%

Family fun or children's activities

25%

Water activities Other

55%

20% <5%> 2%

14%

Maine 2017 (n=2922) Downeast & Acadia 2016 (n=451)

19% 27% 20% 71%

Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. 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 this region and the State 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. • •

2017 Regional Report Downeast & Acadia

Touring/sightseeing activities and active outdoor (non-aquatic) activities are more of a visitation driver for Downeast & Acadia visitors than for visitors to the State as a whole. Many other activities are less popular for visitors to this region than for visitors to the State as a whole.

2017 Interest Areas Travel Driver Index 23%

Touring or sightseeing

<36%> 12%

Active outdoor activities (not water)

<23%> <24%>

Food, beverage, or culinary

17% Maine 2017 (n=2922) <13%>

Family fun or children's activities

7% 6% 6%

History or culture

<10%>

Shopping

5% <8%>

Water activities Other

Downeast & Acadia 2017 (n=451)

4% <4%> 1%

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

Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. 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 this region and the State 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. •

2017 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 73%

Sightseeing

78%

65%

Enjoying the ocean views or rocky coast

<76%> 48%

Enjoying the mountain views

<64%> 57% 58%

Driving for pleasure 27%

Wildlife viewing or bird watching

34% 24% 22%

Viewing fall colors Taking tours of communities or local architecture Nature cruises or tours

Maine 2017 (n=1383) Downeast & Acadia 2017 (n=294)

19% 21%

16% 21%

Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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. •

2017 Regional Report Downeast & Acadia

Visitors to the Downeast & Acadia region who are interested in food/beverage/culinary activities are more likely than overnight visitors to Maine overall to eat lobster or other local seafood.

Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 59%

Ate lobster or other local seafood

<69%> 48% 53%

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

42% 47%

Enjoyed unique Maine food or beverages (i.e., whoopie pies or Moxie) 34% 36%

Going to local brew pubs or craft breweries 24% 24%

Visited Farmer's Markets

22% 22%

Enjoying local food at fairs or festivals

Enjoyed high-end cuisine or five-star dining

Ate farm to table or organic cuisine

Maine 2017 (n=1761) Downeast & Acadia 2017 (n=287)

18% 19% 16% 15%

Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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

2017 Regional Report overnight Downeast & Acadia

Going to the beach is the most common water activity pursued by visitors to the Downeast & Acadia region who are interested in water activities. •

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 67% 65%

Going to the beach 46%

Outdoor swimming (lake, ocean, river)

52% 30%

Canoeing or kayaking

<42%> 33% 34%

Pool swimming (indoor or outdoor)

Sailing

30% 13% 11% 12%

White water rafting

9% 12%

Surfing

Downeast & Acadia 2017 (n=92)

9%

Water skiing or jet skiing

Motor boating

Maine 2017 (n=723)

24%

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

14% 8% 5% 6%

Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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

The most common active outdoor activity among overnight visitors is hiking/climbing/backpacking. •

2017 Regional Report Downeast & Acadia

Predictably, overnight visitors to the Downeast & Acadia region are more likely than visitors to the State of Maine overall to explore State and National Parks.

Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 60%

Hiking, climbing, or backpacking

68% 40%

Exploring State and National Parks

<56%> 22% 24%

Camping

16% 19%

Bicycling or mountain biking 10% 10%

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

5% 3% 3% 3%

Maine 2017 (n=1032) Downeast & Acadia 2017 (n=227)

4% 2% 3% 2% 2% 1%

Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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 cultural activity among overnight visitors who are interested in history/culture.

2017 Regional Report Downeast & Acadia

History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 61%

Visiting historic sites or museums

70% 41% 45%

Visiting art museums or local artisan exhibits

38% 39%

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

Participating in nightlife or other evening entertainment 15% 16%

Attending popular music concerts or events

13% 12%

Attending plays, musicals, or theatrical events

Attending operas or classical music events

Downeast & Acadia 2017 (n=134)

10% 12%

Painting, drawing, or sketching Attending sports events

Maine 2017 (n=786)

9% 6% 6% 5%

Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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

2017 Regional Report Downeast & Acadia

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

Outlet shopping is less popular among shoppers in the Downeast & Acadia region than among shoppers to the State as a whole.

Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 42%

Shopping for gifts or souvenirs

46% <52%>

Outlet shopping

43% 43%

General shopping at malls, downtown

41% Maine 2017 (n=1464) 32%

Shopping for unique, locally produced goods

Shopping for products with the 'Made in Maine' identifier

Shopping for antiques, local arts and crafts

36%

Downeast & Acadia 2017 (n=174)

24% 31%

22% 21%

Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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

Outdoor fun centers are the most popular family activity among overnight visitors who are interested in family fun/children’s activities.

2017 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 40% 44%

Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) 29% 32%

Animal parks or zoos

28%

Amusement or theme parks

21% 23% 21%

Children's museums

20% 20%

Water parks

12% 17%

Horseback riding

Maine 2017 (n=800) Downeast & Acadia 2017 (n=116)

11% 13%

Agricultural fairs Summer camps

5% 5%

Spectator sports

6% 3%

Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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

2017 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

32%

Mount Desert Island

26%

Reversing Falls

12%

Maine Beer Trail

12%

Downeast Sunrise Trail

11%

Quoddy Head State Park

8%

Passamaquoddy Bay

8%

Penobscot Narrows Bridge and Observatory

Downeast & Acadia (n=451)

7%

Asticou Azalea Garden

6%

Moosehorn Wildlife Refuge

6%

Roosevelt Campobello International Park

6%

St. Croix Island International Historic Site

6%

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

Q32: Within the region you visited, what specific towns or cities did you visit? Please check all that apply. 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. •

2017 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 <77%>

I already have specific plans to travel to Maine

72%

Definitely will travel to Maine 19%

<31%>

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

52%

Probably will not travel to Maine

47%

21%

17% 5% Maine 2017 (n=2922)

Definitely will not travel to Maine

1%

6%

2%

Net: Already have plans/ Definitely will travel

Downeast & Acadia 2017 (n=451)

Q44. How likely will you be to travel in Maine in the next two years? <> indicates a significant difference between this region and the State 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

2017 Regional Report Downeast & Acadia

Day Visitors: Traveler Description

26

2017 Regional Report Downeast & Acadia

Day Visitor Demographics •

•

Day visitors to the Downeast & Acadia tourism region average between 43 and 44 years old and have annual household incomes of $73,000. One-half 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. 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 2017 (n=1782)

Downeast & Acadia 2017 (n=223)

33% 19% 19% 29% 44.1

31% 25% 18% 25% 43.5

32% 41% <27%> <$80,800> 76% 54% 48% 52%

41% 39% 20% $73,300 73% 52% 46% 45%

<> indicates a significant difference between this region and the State 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. •

2017 Regional Report Downeast & Acadia

The Downeast & Acadia region attracts a greater proportion of day visitors from Maine and Canada (particularly New Brunswick), 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 <90%>

U.S. NET

80% 32%

Maine

<41%> <37%>

Massachusetts

28% <18%>

New Hampshire Rhode Island Vermont

7%

2% 3% 1% 1%

Quebec Nova Scotia

Downeast & Acadia 2017 (n=223) 10%

Canada NET New Brunswick

Maine 2017 (n=1782)

<20%> 5% <15%> 5% 4%

<1% 1%

Q2. In what State or Province do you live? <> indicates a significant difference between this region and the State 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.

2017 Regional Report Downeast & Acadia

Repeat vs. First-Time Visitors

93%

92%

Repeat Visitor First-Time Visitor

7%

8%

Maine 2017 (n=1782)

Downeast & Acadia 2017 (n=223)

Q10. Was this your first visit to Maine? <> indicates a significant difference between this region and the State 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

One-third of day visitors to the Downeast & Acadia region are traveling with children.

2017 Regional Report Downeast & Acadia

Travel Party Composition 2.9

2.9 Percent Traveling with Children

33%

32% Average Number of People in Travel Party

Maine 2017 (n=1782)

Downeast & Acadia 2017 (n=223)

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 this region and the State 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

2017 Regional Report Downeast & Acadia

Day Visitors: Trip Experience

31

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

2017 Regional Report Downeast & Acadia

Primary Purpose of Day Business Trips

33%

Meeting 27%

22%

Training or Professional Development

24%

Convention, Conference, or Trade Show

13% 13% Maine 2017 Business (n=218) Downeast & Acadia 2017 Business (n=28*)

19%

Sales or Service 11%

Other

13%

25%

Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between this region and the State 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.

2017 Regional Report Downeast & Acadia

Primary Purpose of Day VFR* Trips

71%

General visit to see friends or relatives

74%

7% Family reunion 9%

3% Funeral 7%

Maine 2017 VFR (n=769) Downeast & Acadia 2017 VFR (n=94)

<9%> Holiday visit 2%

4% Wedding 2%

Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between this region and the State 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. *VFR = Visiting Friends and Relatives

33

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

2017 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 history/culture activities. Nearly half of day visitors listing active outdoor activities as an interest area indicate that it was the most important consideration in their decision to visit.

2017 Interest Areas

Most Important Interest Area Downeast & Acadia 62% 60%

Food, beverage, or culinary

59% 57%

Shopping

28%

45%

Touring or sightseeing

50%

35%

37%

Active outdoor activities (not water)

43%

Family fun or children's activities

32%

<29%>

18%

31% 28%

Water activities 8% 5%

47%

31% 31% 20%

History or culture

Other

24%

Maine 2017 (n=1782)

39%

Downeast & Acadia 2017 (n=223)

98%

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 this region and the State 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 non-aquatic outdoor activities and touring/sightseeing activities. •

2017 Regional Report Downeast & Acadia

Active outdoor (non-aquatic) activities are a more important driver of day visitation to the Downeast & Acadia region than to the State as a whole. Food/beverage/culinary activities and family fun/children’s activities are less important drivers for this region than for the State. 2017 Interest Areas Travel Driver Index 14%

Active outdoor activities (not water)

<20%> 16%

Touring or sightseeing

18%

15% 16%

Shopping

<21%>

Food, beverage, or culinary

14% 9%

Water activities

<16%>

Family fun or children's activities

History or culture Other

Maine 2017 (n=1782)

11%

Downeast & Acadia 2017 (n=223)

10% 3% 5% 8% 5%

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 this region and the State 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

2017 Regional Report Downeast & Acadia

Enjoying the ocean views/rocky coast is the most popular touring/sightseeing activity for day visitors to this region. •

Enjoying the ocean views/rocky coast and wildlife viewing/bird watching are more popular among day visitors to the Downeast & Acadia region than among day visitors to the State as a whole.

Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 73%

Enjoying the ocean views or rocky coast

<86%> 69%

Sightseeing

74% 65% 66%

Driving for pleasure 50%

Enjoying the mountain views

59% 33%

Wildlife viewing or bird watching

<52%> 29%

Viewing fall colors

Nature cruises or tours Taking tours of communities or local architecture

40%

Maine 2017 (n=804) Downeast & Acadia 2017 (n=112)

12% 19% 19% 17%

Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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, two-thirds say they ate lobster/other local seafood or consumed other locally produced Maine foods while visiting. •

2017 Regional Report Downeast & Acadia

Day visitors to the Downeast & Acadia region are more likely than visitors to the State as a whole to have consumed other locally produced Maine foods, enjoyed unique Maine food or beverages, and enjoyed local food at fairs or festivals 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 60%

Ate lobster or other local seafood

67% 48%

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

<65%> 38%

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

<51%> 28%

Enjoying local food at fairs or festivals

<40%> 33% 38%

Going to local brew pubs or craft breweries

Maine 2017 (n=1096) 25%

Visited Farmer's Markets

Ate farm to table or organic cuisine

Enjoyed high-end cuisine or five-star dining

36%

Downeast & Acadia 2017 (n=133)

16% 19% 14% 17%

Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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 or go swimming outdoors. •

2017 Regional Report Downeast & Acadia

Sailing and fishing are more popular among day visitors to the Downeast & Acadia region than among day visitors to the State as a whole.

Water Activities Base: Those who report water activities as an interest area for their Maine trip 78%

Going to the beach

69% 58%

Outdoor swimming (lake, ocean, river)

68% 28%

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

<47%> 33%

Pool swimming (indoor or outdoor)

40% 30%

Canoeing or kayaking Sailing

36% <21%>

6% 11% 8% 8%

Water skiing or jet skiing Surfing

Downeast & Acadia 2017 (n=62)

13% 11%

Motor boating

White water rafting

Maine 2017 (n=544)

7%

4% 3%

Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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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Three in four day visitors who are interested in outdoor activities say they went hiking, climbing, or backpacking while visiting the Downeast & Acadia region. • •

2017 Regional Report Downeast & Acadia

Six in ten day visitors explore State and National Parks while visiting the region. As may be 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 64%

Hiking, climbing, or backpacking

72% 46%

Exploring State and National Parks

<60%> 19%

Bicycling or mountain biking

29% 13%

Riding all-terrain vehicles

19% Maine 2017 (n=664)

Hunting (game or bird)

Snowmobiling

Snowshoeing

Alpine skiing or snowboarding

7% 13%

Downeast & Acadia 2017 (n=97)

6% 10% 5% 7% 5% 5%

Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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.

2017 Regional Report Downeast & Acadia

History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 66%

Visiting historic sites or museums

76% 48% 52%

Getting to know the local people and/or culture 39%

Visiting art museums or local artisan exhibits

47% 23% 28%

Attending popular music concerts or events

20% 22%

Participating in nightlife or other evening entertainment

Painting, drawing, or sketching

15% 17%

Attending plays, musicals, or theatrical events

15% 17%

Downeast & Acadia 2017 (n=66)

8%

Attending sports events Attending operas or classical music events

Maine 2017 (n=358)

13% 3% 3%

Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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 interested in shopping are most likely to do some general shopping at malls/downtown. •

2017 Regional Report Downeast & Acadia

Day visitors to the Downeast & Acadia region are more likely to shop for antiques or local arts and crafts than are day visitors to the State of Maine overall.

Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 50%

General shopping at malls, downtown

51% 55%

Outlet shopping

45% 39%

Shopping for gifts or souvenirs

45% Maine 2017 (n=1051)

Shopping for antiques, local arts and crafts

23%

30%

Shopping for unique, locally produced goods

Shopping for products with the 'Made in Maine' identifier

Downeast & Acadia 2017 (n=128) <34%>

31%

22% 26%

Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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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2017 Regional Report Downeast & Acadia

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

Downeast & Acadia day visitors interested in family fun/children’s activities are more likely than day visitors to the State of Maine as a whole to visit outdoor fun centers, agricultural fairs, and go horseback riding.

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.)

41% <59%> 24%

Children's museums

32% 34%

Animal parks or zoos

28% 13%

Agricultural fairs

Maine 2017 (n=556)

<26%>

Downeast & Acadia 2017 (n=70)

11%

Horseback riding

30%

Amusement or theme parks

25% 23% 20%

Water parks

12%

Summer camps Spectator sports

<26%>

20% 7% 10%

Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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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2017 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

53%

Cadillac Mountain

33%

Mount Desert Island

28%

Reversing Falls

15%

Downeast Sunrise Trail

15%

Maine Beer Trail

13%

Penobscot Narrows Bridge and Observatory

12%

Lamoine State Park

11%

Passamaquoddy Bay

11%

Roque Bluffs State Park Quoddy Head State Park

9%

Roosevelt Campobello International Park

9%

Moosehorn Wildlife Refuge

8%

Abbe Museum

7%

Burnham Tavern Museum

7%

Asticou Azalea Garden

7%

St. Croix Island International Historic Site

Downeast & Acadia (n=223)

10%

6%

Old Sow Whirlpool

5%

Schoodic Education Center

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) 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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2017 Regional Report Downeast & Acadia

Comparison of Downeast & Acadia Visitors to Maine Visitors

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Comparisons: Region vs. State •

2017 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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2017 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

Lesser proportion from New England (specifically MA and NH)

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2017 Regional Report Downeast & Acadia

Visitor Origin

DAY VISITORS Greater proportion from: Maine Canada New Brunswick

Lesser proportion from MA and NH

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2017 Regional Report Downeast & Acadia

Visitor Demographics

OVERNIGHT VISITORS

DAY VISITORS

Greater proportion with a college degree or higher

Lower annual household income

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2017 Regional Report Downeast & Acadia

Trip Interest Areas

OVERNIGHT VISITORS

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

DAY VISITORS

More likely to be interested in history or culture activities

Less likely to be interested in shopping

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Trip Interests and Importance (Travel Driver Index)

2017 Regional Report Downeast & Acadia

OVERNIGHT AND DAY VISITORS

More likely to place importance on active outdoor activities

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

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Trip Interests and Importance (Travel Driver Index)

2017 Regional Report Downeast & Acadia

OVERNIGHT VISITORS

More likely to place importance on touring and sightseeing

Less likely to place importance on: Water activities Shopping

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2017 Regional Report Downeast & Acadia

Trip Activities

OVERNIGHT VISITORS

More likely to be: Enjoying the mountain views Exploring State or National Parks Eating lobster or other local seafood Canoeing/kayaking Enjoying the ocean views and/or rocky coast

Less likely to be: Outlet shopping

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Trip Activities

DAY VISITORS

2017 Regional Report Downeast & Acadia

More likely to be: Exploring State and National Parks Enjoying the ocean views/rocky coast Wildlife viewing/bird watching Consuming other locally produced Maine foods Enjoying unique Maine foods or beverages Enjoying local food at fairs/festivals Fishing Sailing Shopping for antiques/local arts & crafts Attending agricultural fairs Horseback riding 53

2017 Regional Report Downeast & Acadia

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

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