2017 Greater Portland & Casco Bay Regional Report

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Maine Office of Tourism Visitor Tracking Research 2017 Calendar Year Annual Report Regional Insights: Greater Portland & Casco Bay

Prepared by

April 2018

2017 Regional Report Greater Portland & Casco Bay

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 Greater Portland/Casco Bay Visitors to all Maine Visitors

44

2

2017 Regional Report Greater Portland & Casco Bay

Research Objectives and Methodology

3

2017 Regional Report Greater Portland & Casco Bay

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 Omnibus

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 Greater Portland & Casco Bay

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 Greater Portland & Casco Bay tourism region during 2017, including: – 397 overnight visitors, and – 227 day visitors.

•

Throughout this report, data for the Greater Portland & Casco Bay tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 95% confidence level and are noted throughout by < >. (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 Greater Portland & Casco Bay region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.

2017 Regional Report Greater Portland & Casco Bay

6

2017 Regional Report Greater Portland & Casco Bay

Overnight Visitors: Traveler Description

7

2017 Regional Report Greater Portland & Casco Bay

Overnight Visitor Demographics •

Overnight visitors to the Greater Portland & Casco Bay tourism region average 42 years old and have annual household incomes around $95,000. Over two-thirds have at least a college degree.

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)

Greater Portland & Casco Bay 2017 (n=397)

39% 23% 16% 22% 40.7

36% 20% 17% <27%> 42.4

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

20% 41% 39% $95,100 72% 70% 50% 65%

<> 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 Greater Portland & Casco Bay

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

Massachusetts, New York, and Maine are the top states sending overnight visitors to the Greater Portland region. State/Province of Residence Location of Residence Maine 2017 (n=2922)

26%

Greater Portland & Casco Bay 2017 (n=397)

30%

Maine

Greater Portland & Casco Bay

14% 15% 8% 8%

88%

United States (NET)

90%

MA

ME

60%

New England (NET)

62%

NH

Maine

28%

2% 1%

2% 1%

RI

VT

CT

Greater Portland & Casco Bay

14% 16% 6% 7%

Mid-Atlantic (NET)

7% 7%

NY

<6%>

PA

3%

2% 2%

<1% 1%

MD

DE

NJ

29% Maine 8%

Canada (NET)

8%

12% 10%

Greater Portland & Casco Bay

2% ON

1%

QB

1% <1%

1% <1%

NS

NB

State/ Province of Residence < > 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

2017 Regional Report Greater Portland & Casco Bay

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

This tourism region attracts a higher proportion of repeat visitors than does the State of Maine as a whole.

Repeat vs. First-Time Visitors

80%

<86%>

Repeat Visitor First-Time Visitor

<20%> Maine 2017 (n=2922)

14% Greater Portland & Casco Bay 2017 (n=397)

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-fifth of overnight visitors to the Greater Portland region travel with children. •

2017 Regional Report Greater Portland & Casco Bay

Travel parties to the Greater Portland/Casco Bay region are less likely to include children than are travel parties to the State overall. Therefore, the average party size among travelers to the Greater Portland region is also smaller than it is for travelers to the State overall.

Travel Party Composition <3.0> 2.5

<32%>

Percent Traveling with Children

Average Number of People in Travel Party 20%

Maine 2017 (n=2922)

Greater Portland & Casco Bay 2017 (n=397)

Q24. Including yourself and any children, how many people 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 Greater Portland & Casco Bay

Overnight Visitors: Trip Experience

12

2017 Regional Report

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

Primary Purpose of Overnight Business Trips

35%

Meeting

41%

22%

Training or professional development

29% Maine 2017 Business (n=377) 24%

Convention, conference, or trade show 15%

Greater Portland & Casco Bay 2017 Business (n=63)

16%

Sales or service

14%

Other

3% 1%

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.

13

Among overnight visitors to the Greater Portland region on a VFR* trip, a clear majority is on a general visit to see friends or relatives.

2017 Regional Report Greater Portland & Casco Bay

Primary Purpose of Overnight VFR Trips 60%

General visit to see friends or relatives

64% 11%

Wedding

12% 13%

Holiday visit

Family reunion

11% <9%> 4% Maine 2017 VFR (n=1224)

Funeral

Other

3%

Greater Portland & Casco Bay 2017 VFR (n=166)

3% 3% 6%

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

Similar to Maine visitors in general, food/beverage/culinary activities are the most common interest area pursued by overnight visitors to this region. •

2017 Regional Report Greater Portland & Casco Bay

Among visitors to the Greater Portland & Casco Bay region listing food/beverage/culinary activities as an interest area, more than half selected it as the most important interest area in their decision to visit.

2017 Interest Areas

Most Important Interest Area Greater Portland & Casco Bay 60%

Food, beverage, or culinary

66% 50% 52%

Shopping

47%

Touring or sightseeing

42% <35%>

Active outdoor activities (not water)

27% 27% 25%

History or culture

<27%>

Family fun or children's activities

16% <25%>

Water activities Other

15% 5% 4%

55% 34% 44% 25%

Maine 2017 (n=2922)

19%

Greater Portland & Casco Bay 2017 (n=397)

52% 28% 81%

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

2017 Regional Report Greater Portland & Casco Bay

Food/beverage/culinary activities are a stronger driver for travel to the Greater Portland region when analyzing both interest and importance together. •

Compared to overnight visitors to the State of Maine as a whole, visitors to the Greater Portland region appear to be more drawn to the area for food/beverage/culinary activities and shopping. They are less drawn to the area for touring/sightseeing, family fun/children’s activities, and outdoor activities (aquatic and non-aquatic). 2017 Interest Areas Travel Driver Index 24%

Food, beverage, or culinary

<36%> 10%

Shopping

<18%> <23%>

Touring or sightseeing

18% <13%>

Family fun or children's activities

8%

Water activities

Other

Greater Portland & Casco Bay 2017 (n=397)

<12%>

Active outdoor activities (not water)

History or culture

Maine 2017 (n=2922)

7% 6% 5% <8%> 4% 4% 3%

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

Sightseeing and enjoying the ocean views/rocky coast are the most common touring/sightseeing activities pursued in this region. •

2017 Regional Report Greater Portland & Casco Bay

Compared to overnight visitors to the State of Maine as a whole, lower proportions of visitors to the Greater Portland region enjoy the mountain views or go wildlife viewing/bird watching while visiting.

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

Sightseeing

67%

Enjoying the ocean views or rocky coast

65% 66%

57% 53%

Driving for pleasure

<48%>

Enjoying the mountain views

32% 24% 25%

Viewing fall colors Taking tours of communities or local architecture Wildlife viewing or bird watching Nature cruises or tours

19% 20%

Maine 2017 (n=1383) Greater Portland & Casco Bay 2017 (n=168)

<27%> 16% 16% 12%

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 or other local seafood is the most common food/beverage/culinary activity in this region, followed by consuming other locally produced Maine foods. •

2017 Regional Report Greater Portland & Casco Bay

Local brew pubs and craft breweries are more popular among visitors to the Greater Portland/Casco Bay region than among visitors to the State as a whole. Farmer’s Markets and enjoying local food at fairs or festivals are both less popular among overnight visitors to this region.

Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 59% 54%

Ate lobster or other local seafood

48% 51%

Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples) 34%

Going to local brew pubs or craft breweries

<48%> 42% 41%

Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) 18%

Enjoyed high-end cuisine or five-star dining

Ate farm-to-table or organic cuisine

Visited Farmer's Markets

Enjoying local food at fairs or festivals

24%

Maine 2017 (n=1761) Greater Portland & Casco Bay 2017 (n=261)

16% 19% <24%> 17% <22%> 12%

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

Seven in ten overnight visitors to the Greater Portland & Casco Bay region who participate in water activities go to the beach. •

2017 Regional Report Greater Portland & Casco Bay

Motor boating, white water rafting, and water skiing/jet skiing are all less popular among overnight visitors to the Greater Portland region as compared to visitors to Maine overall.

Water Activities Base: Those who report water activities as an interest area for their Maine trip 67% 71%

Going to the beach 46% 49%

Outdoor swimming (lake, ocean, river) 33%

Pool swimming (indoor or outdoor)

24% 24% 23%

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

30%

Canoeing or kayaking

18%

Motor boating

White water rafting

Water skiing or jet skiing

Greater Portland & Casco Bay 2017 (n=59)

9% 6%

Sailing

Maine 2017 (n=723)

<14%> 3%

<9%> 2% <11%> <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.

19

More than half of overnight visitors interested in active outdoor activities spend time hiking/climbing/backpacking while in this region. •

2017 Regional Report Greater Portland & Casco Bay

Compared to statewide overnight visitors interested in non-aquatic outdoor activities, overnight visitors to the Greater Portland region are less likely to camp, ride all-terrain vehicles, or hunt while visiting.

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

Hiking, climbing, or backpacking

54% 40%

Exploring State and National Parks

41% 16%

Bicycling or mountain biking

16% <22%>

Camping

Riding all-terrain vehicles

Hunting (game or bird)

Snowmobiling

10%

Maine 2017 (n=1032)

<10%>

Greater Portland & Casco Bay 2017 (n=107)

2% <5%> 1%

3% 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

Three in five overnight visitors interested in history or culture visit historic sites/museums while visiting this region.

2017 Regional Report Greater Portland & Casco Bay

History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 61% 60%

Visiting historic sites or museums 41% 45%

Visiting art museums or local artisan exhibits

38% 40%

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

Participating in nightlife or other evening entertainment

28% 15% 13%

Attending popular music concerts or events

13%

Attending plays, musicals, or theatrical events

8%

Attending operas or classical music events

Greater Portland & Casco Bay 2017 (n=99)

10% 7%

Painting, drawing, or sketching Attending sports events

Maine 2017 (n=786)

9% 4% <6%> 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.

21

Just over half of visitors interested in shopping do some outlet shopping while in this region. Shopping at malls/downtown is also popular. •

2017 Regional Report Greater Portland & Casco Bay

Shopping for products with the “Made in Maine” identifier or for antiques and local arts and crafts is less popular in the Greater Portland region than it is in the rest of the State.

Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 52%

Outlet shopping

53% 43%

General shopping at malls, downtown

47% 42%

Shopping for gifts or souvenirs

35%

32%

Shopping for unique, locally produced goods

Shopping for products with the 'Made in Maine' identifier

Shopping for antiques, local arts and crafts

29%

Maine 2017 (n=1464) Greater Portland & Casco Bay 2017 (n=207)

<24%> 17% <22%> 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.

22

Outdoor fun centers and children’s museums are the most common family fun/children’s activities among overnight visitors to this region. •

2017 Regional Report Greater Portland & Casco Bay

Compared to overnight visitors throughout the State who are interested in pursuing family fun/children’s activities while in Maine, visitors to the Greater Portland region are less likely to visit amusement or theme parks, ride horseback, or attend summer camps while visiting this region.

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.)

40% 32% 23%

Children's museums

32% 29%

Animal parks or zoos

24% <28%>

Amusement or theme parks

Greater Portland & Casco Bay 2017 (n=63)

13% 20%

Water parks

12% 6% 7%

Spectator sports

11%

Agricultural fairs

6% <12%>

Horseback riding

Summer camps

Maine 2017 (n=800)

4% <5%> 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.

23

Portland’s Waterfront, L.L.Bean, and The Old Port are the most commonly visited attractions in the Greater Portland region. •

2017 Regional Report Greater Portland & Casco Bay

There was an increase in the proportion of visitors reporting that they visited The Old Port in 2017 compared to 2016 (26% versus 18%). Top Attractions/Locations Visited* Portland's Waterfront

32%

L.L. Bean

29%

The Old Port

26%

Freeport shopping outlets

20%

Maine Mall

20%

Portland Head Light

15%

Fort Williams Park

11%

Portland Museum of Art

10%

Crescent Beach State Park

9%

Bug Light Park

9%

Maine Beer Trail

8%

Portland Freedom Trail

8%

Two Lights State Park

8%

Peaks Island

8%

Portland Observatory

8%

Portland Sea Dogs Victoria Mansion

Greater Portland & Casco Bay 2017 (n=397)

7% 5%

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

Q32: Within the region you visited, what specific attractions or locations 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 in four overnight visitors to the Greater Portland/Casco Bay region intend to return to Maine within the next two years.

2017 Regional Report Greater Portland & Casco Bay

Future Travel Likelihood

77%

81%

31%

I already have specific plans to travel in Maine Definitely will travel to Maine

33%

Probably will travel to Maine Might/Might not travel to Maine 47%

48%

Probably will not travel to Maine Definitely will not travel to Maine

17% 5% Maine 2017 (n=2922)

1% <1%

15% 3%

1%

Top 2 Box

<1% Greater Portland & Casco Bay 2017 (n=397)

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 Greater Portland & Casco Bay

Day Visitors: Traveler Description

26

2017 Regional Report Greater Portland & Casco Bay

Day Visitor Demographics • •

Day visitors to the Greater Portland & Casco Bay area are about 42 years old and earn just under $90,000 annually. Two in three have a college degree, and about half are employed full-time. Compared to day visitors to Maine overall, day visitors to this region have higher annual household incomes.

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)

Greater Portland & Casco Bay 2017 (n=227)

33% 19% 19% 29% 44.1

39% 22% 15% 24% 41.8

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

24% 40% <36%> <$89,800> 73% 64% 45% 54%

<> 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

Almost all day visitors to the Greater Portland/Casco Bay region are from the United States (97%).

2017 Regional Report Greater Portland & Casco Bay

State/Province of Residence 90%

U.S. NET

<97%> 37% 37%

Massachusetts

32% 33%

Maine 18%

New Hampshire

25%

Rhode Island

2% 1%

Vermont

1% <1%

Canada NET Quebec New Brunswick Nova Scotia

Maine 2017 (n=1782) Greater Portland & Casco Bay 2017 (n=227) <10%>

3% 5% 2% <5%> 1% <1% <1%

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

2017 Regional Report Greater Portland & Casco Bay

Similar to the State of Maine as a whole, the vast majority of day visitors to the Greater Portland region are repeat visitors.

Repeat vs. First-Time Visitors

93%

96%

Repeat Visitor First-Time Visitor

7%

4%

Maine 2017 (n=1782)

Greater Portland & Casco Bay 2017 (n=227)

Q10. Was this your first trip 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 this region travel with children, and party sizes average just under three people.

2017 Regional Report Greater Portland & Casco Bay

Travel Party Composition 2.9

2.8

36%

Percent Traveling with children

33% Average Number of People in Travel Party

Maine 2017 (n=1782)

Greater Portland & Casco Bay 2017 (n=227)

Q15. Including yourself and any children, how many people were in your immediate travel party on this trip? 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 Greater Portland & Casco Bay

Day Visitors: Trip Experience

31

Among business travelers, general meetings and sales/service meetings are the most frequently mentioned reasons for a day trip to this region.

2017 Regional Report Greater Portland & Casco Bay

Primary Purpose of Day Business Trips

33%

Meeting

36%

19%

Sales or Service

31%

22%

Training or Professional Development

21% Maine 2017 Business (n=218) <13%>

Convention, Conference, or Trade Show 4%

Greater Portland & Casco Bay 2017 Business (n=40*)

13%

Other 9%

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

Seven in ten VFR* day visitors to this region cite a general visit to friends or relatives as the primary purpose of their trip.

2017 Regional Report Greater Portland & Casco Bay

Primary Purpose of Day VFR Trips

71%

General visit to see friends or relatives

69%

7% Family reunion 12%

9% Holiday visit 6% Maine 2017 VFR (n=769) 4% Wedding

Greater Portland & Casco Bay 2017 VFR (n=74)

2%

3% Funeral 1%

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

Food/beverage/culinary activities and shopping are the two most popular interest areas of day visitors to the Greater Portland region. •

2017 Regional Report Greater Portland & Casco Bay

Among day visitors to the Greater Portland & Casco Bay region listing family fun/children’s activities as an interest area, nearly two-thirds selected it as the most important interest area in their decision to visit.

2017 Interest Areas

Most Important Interest Area Greater Portland & Casco Bay 62% 61%

Food, beverage, or culinary

59% 56%

Shopping 45% 45%

Touring or sightseeing 31% 32%

Family fun or children's activities

37%

Active outdoor activities (not water)

31% 31%

Water activities

20% 20% 18%

History or culture Other

8%

11%

46% 21% 29%

Maine 2017 (n=1782)

62%

Greater Portland & Casco Bay 2017 (n=227)

21% 37% 23% 92%

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 analyzing both interest and importance in deciding to visit, food/beverage/culinary activities rank highest among day visitors to the Greater Portland & Casco Bay region. •

2017 Regional Report Greater Portland & Casco Bay

Active (non-aquatic) outdoor activities are a less important travel driver for day visitors to the Greater Portland region, as compared to day visitors to the State overall.

2017 Interest Areas Travel Driver Index 21%

Food, beverage, or culinary

<28%> 16%

Family fun or children's activities

20% 16%

Touring or sightseeing

13% 15%

Shopping

12%

Water activities

7% <14%>

Active outdoor activities (not water) History or culture Other

Maine 2017 (n=1782)

9%

Greater Portland & Casco Bay 2017 (n=227)

7% 3% 4% 8% 10%

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

Among day visitors to this region interested in touring or sightseeing, the most common activities are enjoying the ocean views/rocky coast and sightseeing. •

2017 Regional Report Greater Portland & Casco Bay

Wildlife viewing/bird watching and nature cruises are less popular among touring/sightseeing enthusiasts in the Greater Portland region, as compared to the State of Maine overall.

Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 73% 75%

Enjoying the ocean views or rocky coast

69%

Sightseeing

74% 65% 62%

Driving for pleasure 50%

Enjoying the mountain views

35% 29% 29%

Viewing fall colors 19% 23%

Taking tours of communities or local architecture

<33%>

Wildlife viewing or bird watching Nature cruises or tours

Maine 2017 (n=804)

Greater Portland & Casco Bay 2017 (n=102)

13% <12%> 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.

36

Visiting local brew pubs or craft breweries and eating lobster or other local seafood are the most popular food/beverage/culinary activities among day visitors to the Greater Portland region. •

2017 Regional Report Greater Portland & Casco Bay

Similar to overnight visitors, day visitors to the Greater Portland region are more likely than day visitors to the State overall to spend time at a local brew pub or craft brewery.

Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 33%

Going to local brew pubs or craft breweries

<54%> 60%

Ate lobster or other local seafood

50% 48%

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

38% 38% 34%

Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) 28% 26%

Enjoying local food at fairs or festivals

Ate farm-to-table or organic cuisine

16% 25%

Greater Portland & Casco Bay 2017 (n=139)

25% 21%

Visited Farmer's Markets

Enjoyed high-end cuisine or five-star dining

Maine 2017 (n=1096)

14% 15%

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 Greater Portland & Casco Bay

Among day visitors to this region who are interested in water activities, the greatest proportions do some outdoor swimming or go to the beach.

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

Outdoor swimming (lake, ocean, river)

80% 78%

Going to the beach

70% 30% 29%

Canoeing or kayaking

28%

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

19% 33%

Pool swimming (indoor or outdoor)

14% 13%

Motor boating

8% 8% 8%

Water skiing or jet skiing

Sailing White water rafting Surfing

Maine 2017 (n=544) Greater Portland & Casco Bay 2017 (n=45*)

7% 6% 6% 6% 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 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.

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2017 Regional Report Greater Portland & Casco Bay

Three in five day visitors to the Greater Portland & Casco Bay region who are interested in active outdoor activities go hiking/climbing/backpacking. Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 64% 61%

Hiking, climbing, or backpacking 46% 51%

Exploring State and National Parks 19%

Bicycling or mountain biking

12% 13%

Riding all-terrain vehicles

5%

6% 3%

Maine 2017 (n=664)

Alpine skiing or snowboarding

5% 3%

Greater Portland & Casco Bay 2017 (n=70)

Snowshoeing

5% 2%

Snowmobiling

Nordic skiing

Hunting (game or bird)

2% 1% 7% 1%

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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Visiting historic sites/museums is the most common history or culture activity among day visitors to the Greater Portland/Casco Bay region.

2017 Regional Report Greater Portland & Casco Bay

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

Visiting historic sites or museums 48%

Getting to know the local people and/or culture

42% 23% 24%

Attending popular music concerts or events

39%

Visiting art museums or local artisan exhibits

23% 20% 23%

Participating in nightlife or other evening entertainment Painting, drawing, or sketching

15% 13%

Attending plays, musicals, or theatrical events

15% 11%

Attending sports events Attending operas or classical music events

Maine 2017 (n=358) Greater Portland & Casco Bay 2017 (n=40*)

8% 2%

3% 1%

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. *Please note small sample size. Use caution when interpreting results.

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2017 Regional Report Greater Portland & Casco Bay

Greater Portland & Casco Bay day visitors interested in shopping are most likely to shop at malls/downtown or at the outlets while in the region.

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

General shopping at malls, downtown

50% 55%

Outlet shopping

49% 39%

Shopping for gifts or souvenirs

31%

Shopping for products with the 'Made in Maine' identifier

Greater Portland & Casco Bay 2017 (n=128)

30%

Shopping for unique, locally produced goods

Shopping for antiques, local arts and crafts

Maine 2017 (n=1051)

31% 23% 16% 22% 16%

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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Day visitors to this region who are interested in family fun/children’s activities are most likely to visit outdoor fun centers.

2017 Regional Report Greater Portland & Casco Bay

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

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

50% 23% 27%

Water parks

30%

Amusement or theme parks

24% 24% 24%

Children's museums

34%

Animal parks or zoos

17%

Greater Portland & Casco Bay 2017 (n=72)

12% 13%

Summer camps

13%

Agricultural fairs

7% 7% 7%

Spectator sports Horseback riding

Maine 2017 (n=556)

<11%> 1%

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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L.L.Bean and Portland’s Waterfront are among the top five most visited attractions among day visitors to the Greater Portland region.

2017 Regional Report Greater Portland & Casco Bay

Top Attractions/Locations Visited* L.L. Bean

38%

Portland's Waterfront

33%

Maine Mall

30%

The Old Port

30%

Freeport shopping outlets

29%

Fort Williams Park

18%

Portland Museum of Art

14%

Portland Head Light

11%

Maine Narrow Gauge Railroad Company & Museum

9%

Portland Sea Dogs

8%

Children's Museum of Maine

8%

Crescent Beach State Park

8%

Bug Light Park

Greater Portland & Casco Bay 2017 (n=227)

7%

Wolfe's Neck Woods State Park

6%

Maine Beer Trail

6%

Portland Observatory

6%

Peaks Island

5%

Two Lights State Park

5%

Portland Freedom Trail

5%

Portland Pirates

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

Q24: Within the region you visited, what specific attractions or locations 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 Greater Portland & Casco Bay

Comparison of Greater Portland & Casco Bay Visitors to Maine Visitors

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Comparisons: Region vs. State •

2017 Regional Report Greater Portland & Casco Bay

Visitors to the Greater Portland & Casco Bay tourism region and visitors to the State of Maine as a whole differ in a number of areas. These variations can be seen in: – – – –

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

•

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

•

Highlights of these differences are shown on the following pages.

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2017 Regional Report Greater Portland & Casco Bay

Visitor Origin

Compared to visitors to the entire State, the Greater Portland & Casco Bay region visitors differ in the following ways:

DAY VISITORS

A greater proportion of visitors from the U.S.

OVERNIGHT VISITORS

A lower proportion of visitors from Canada (specifically New Brunswick)

A lower proportion of visitors from New Jersey

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Visitor Demographics and Travel Party Composition

OVERNIGHT VISITORS

2017 Regional Report Greater Portland & Casco Bay

DAY VISITORS

More likely to be repeat visitors Less likely to travel with kids

Have higher annual household incomes

Travel in smaller parties

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2017 Regional Report Greater Portland & Casco Bay

Trip Interest Areas

OVERNIGHT VISITORS

Less likely to want to pursue: Water activities Active outdoor activities Family fun/children’s activities

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Trip Interests and Importance (Travel Driver Index)

2017 Regional Report Greater Portland & Casco Bay

OVERNIGHT AND DAY VISITORS

More likely to place importance on food/beverage/culinary activities

Less likely to place importance on active outdoor activities

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Trip Interest and Importance (Travel Driver Index)

2017 Regional Report Greater Portland & Casco Bay

OVERNIGHT VISITORS

Less likely to place importance on:

More likely to place importance on:

Family fun/children’s activities

Shopping

Touring/sightseeing activities Water activities

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2017 Regional Report Greater Portland & Casco Bay

Trip Activities

OVERNIGHT AND DAY VISITORS

More likely to be:

Less likely to be:

Visiting local brew pubs or craft breweries

Watching wildlife or birds Horseback riding

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2017 Regional Report Greater Portland & Casco Bay

Trip Activities Less likely to be: Enjoying the mountain views Visiting Farmer’s Markets Enjoying local food at fairs/festivals Motor boating

OVERNIGHT VISITORS

White water rafting Water skiing/jet skiing Camping

Riding all-terrain vehicles Hunting Visiting amusement or theme parks Attending operas or classical music events

Shopping for antiques or local arts and crafts Shopping for products with the “Made in Maine” identifier

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2017 Regional Report Greater Portland & Casco Bay

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

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