Overnight Visitors


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Maine Office of Tourism Visitor Tracking Research 2016 Calendar Year Annual Report Regional Insights: Mid-Coast

Prepared by

April 2017

2016 Regional Report Mid-Coast

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 Mid-Coast Visitors to All Maine Visitors

44

2

2016 Regional Report Mid-Coast

Research Objectives and Methodology

3

2016 Regional Report Mid-Coast

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 Mid-Coast

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 the results among visitors to the Mid-Coast tourism region during 2016, including: – 321 overnight visitors, and – 175 day visitors.



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

2016 Regional Report Mid-Coast

6

2016 Regional Report Mid-Coast

Overnight Visitors: Traveler Description

7

2016 Regional Report Mid-Coast

Overnight Visitor Demographics •

Overnight visitors to the Mid-Coast tourism region average 43 years old and have average annual household incomes of just under $98,000. Seven out of ten have at least a college degree and half are married. Over 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 2016 (n=2909)

Mid-Coast 2016 (n=321)

34% 22% 18% 26% 42.8

31% 20% 23% 26% 43.2

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

19% <51%> 30% $97,600 57% 69% 51% 69%

<> 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 Mid-Coast

Nine in ten overnight visitors to the Mid-Coast region are from the United States. • •

The largest proportion of visitors to the Mid-Coast originate in Massachusetts (21%) or New York (19%). The Mid-Coast region attracts roughly equal proportions of visitors from New England and from the MidAtlantic region. State/Province of Residence (% of Travelers Coming from State)

Location of Residence* Maine 2016 (n=2909)

23% 21%

Mid-Coast 2016 (n=321)

7%

Maine

Mid-Coast

5% 6%

6% 5%

NH

CT

10%

86%

United States (NET)

90%

MA

ME

45%

New England (NET)

46%

42%

Mid-Atlantic (NET)

Maine

2% 3%

2% 1%

RI

VT

Mid-Coast

17% 19% 11% 11%

NY

9% 9%

PA

4% 4%

NJ

MD

1% 1% DE

44% Maine

Canada (NET)

14% 10%

7%

Mid-Coast

7% 2%

ON

2%

NS

3% 1% 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-fifth of overnight visitors to the Mid-Coast region are visiting for the first time.

2016 Regional Report Mid-Coast

Repeat vs. First-Time Visitors

77%

81% Repeat Visitor First-Time Visitor

23%

19%

Maine 2016 (n=2909)

Mid-Coast 2016 (n=321)

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

10

Almost one-third of Mid-Coast travel parties include children, with travel parties including an average of three people.

2016 Regional Report Mid-Coast

Travel Party Composition 2.9

2.7 Percent Traveling with Children

33% 30%

Maine 2016 (n=2909)

Average Number of People in Travel Party

Mid-Coast 2016 (n=321)

Q21. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q22. How many of these people were: Children? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

11

2016 Regional Report Mid-Coast

Overnight Visitors: Trip Experience

12

One-third of overnight business travelers to the Mid-Coast region cite a meeting as the main reason for their business trip.

2016 Regional Report Mid-Coast

Primary Purpose of Overnight Business Trips

34%

Meeting

32%

19%

Sales or service

27%

23%

Training or professional development

26%

Maine 2016 Business (n=524) Mid-Coast 2016 Business (n=63)

22%

Convention, conference, or trade show 15%

Other

2% 1%

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

The most widely cited reason to visit the Mid-Coast among overnight VFR travelers, by far, is a general visit to see friends/relatives.

2016 Regional Report Mid-Coast

Primary Purpose of Overnight VFR Trips

61%

General visit to see friends or relatives

55% 12%

Wedding

17% 11%

Holiday visit

13% 9%

Family reunion

Funeral

Class reunion

Other

11%

Maine 2016 VFR (n=1168) Mid-Coast 2016 VFR (n=133)

3% 1% 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

The most common interest area pursued by overnight visitors to the Mid-Coast region includes food/beverage/culinary activities. •

2016 Regional Report Mid-Coast

A higher proportion of Mid-Coast visitors selected family fun/children’s activities as an interest area in 2016 as compared to 2015 (31% versus 21%).

Most Important Interest Area Mid-Coast

2016 Interest Areas 59% 59%

Food, beverage, or culinary 48%

Touring or sightseeing

52% 51% 48%

Shopping 30%

History or culture

29% 31% 34%

Active outdoor activities (not water)

28% 26%

Other

4% 6%

14%

41% Maine 2016 (n=2909)

27%

Water activities

48%

25%

36%

Family fun or children's activities

41%

Mid-Coast 2016 (n=321)

24% 36% 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 and food/beverage/culinary activities rank highest among overnight visitors to the Mid-Coast region.

2016 Regional Report Mid-Coast

2016 Interest Areas Travel Driver Index 25% 25%

Touring or sightseeing 21%

Food, beverage, or culinary

24% 13% 13%

Family fun or children's activities

7%

History or culture

9% <11%>

Shopping

7% <11%>

Active outdoor activities (not water)

Other

Mid-Coast 2016 (n=321)

9% 9%

Water activities

Maine 2016 (n=2909)

6% 4% 6%

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

Sightseeing and enjoying the ocean views/rocky coast are the most common touring/sightseeing activities among Mid-Coast overnight visitors. •

2016 Regional Report Mid-Coast

Overnight visitors to the Mid-Coast region are less likely than visitors to Maine overall to spend time enjoying the mountain views while visiting.

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% 72% 56%

Driving for pleasure

64%

<51%>

Enjoying the mountain views

39%

Taking tours of communities or local architecture

21% 27%

Wildlife viewing or bird watching

28%

Mid-Coast 2016 (n=168)

22% 23%

Viewing fall colors

19% 16% 16%

Nature cruises or tours Other

Maine 2016 (n=1407)

1% <3%>

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

Overnight visitors to the region who are interested in food/beverage/ culinary activities are most likely to eat lobster/other local seafood while visiting. •

2016 Regional Report Mid-Coast

Consuming other locally produced Maine foods is also popular among visitors to the Mid-Coast region.

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

70%

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

42% 51% 36%

Going to local brew pubs or craft breweries

41%

40% 37%

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

34% 27% 29%

Enjoying local food at fairs or festivals

Mid-Coast 2016 (n=189)

20% 22%

Enjoyed high-end cuisine or five-star dining

18% 20%

Ate farm to table or organic cuisine Other

Maine 2016 (n=1729)

28%

Visited Farmer's Markets

2% 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.

18

Half of overnight visitors interested in water activities go to the beach or enjoy outdoor swimming while visiting the Mid-Coast region. Nearly as many go swimming in pools.

2016 Regional Report Mid-Coast

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

Going to the beach

51% 45% 50%

Outdoor swimming (lake, ocean, river) 34%

Pool swimming (indoor or outdoor)

45% 28%

Canoeing or kayaking

34% 23% 14%

Motor boating

22% 28% 22%

Fishing (ocean, lake, stream, river, ice) 12% 14%

Water skiing or jet skiing

Surfing Other

Mid-Coast 2016 (n=82)

12%

Sailing

White water rafting

Maine 2016 (n=823)

10% 7% 5% 4%

1% 3%

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

Hiking/climbing/backpacking is the most common pursuit among Mid-Coast overnight visitors interested in active outdoor activities.

2016 Regional Report Mid-Coast

Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 56% 55%

Hiking, climbing, or backpacking Exploring State and National Parks

40% 40%

Bicycling or mountain biking

21% 22%

Maine 2016 (n=985)

23% 21%

Mid-Coast 2016 (n=86)

Camping 7% 7%

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

11% 6% 5% 4%

4% 4%

Nordic skiing

3% 4%

Snowshoeing

4% 1%

Other

7%

<15%>

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 top history/culture activity in which Mid-Coast overnight visitors participate.

2016 Regional Report Mid-Coast

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

Visiting historic sites or museums

71% 37%

Visiting art museums or local artisan exhibits

46% 33% 37%

Getting to know the local people and/or culture 22% 23%

Participating in nightlife or other evening entertainment 12% 13%

Attending popular music concerts or events

15% 11%

Attending plays, musicals, or theatrical events

10% 7%

Attending sports events

Other

Mid-Coast 2016 (n=115)

12%

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

Maine 2016 (n=868)

6% 6%

2% 1% <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.

21

2016 Regional Report Mid-Coast

Various shopping activities are enjoyed by almost half of Mid-Coast overnight visitors who are interested in shopping. •

A higher proportion of Mid-Coast visitors shop for unique, locally produced goods as compared to visitors to the State of Maine as a whole.

Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 40%

Shopping for gifts or souvenirs

47% 54%

Outlet shopping

46% 32%

Shopping for unique, locally produced goods

<45%> 47%

General shopping at malls, downtown

42% 26%

Shopping for antiques, local arts and crafts

Mid-Coast 2016 (n=153)

30% 24%

Shopping for products with the 'Made in Maine' identifier

Other

Maine 2016 (n=1485)

27% 1% 3%

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

Outdoor fun centers are the most popular family fun/children’s activity among overnight visitors to the Mid-Coast.

2016 Regional Report Mid-Coast

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% 42% 27%

Amusement or theme parks

20% 26%

Water parks

17% 26% 23%

Animal parks or zoos

25% 23%

Children's museums

Spectator sports Other

Mid-Coast 2016 (n=100)

12%

Agricultural fairs Summer camps

Maine 2016 (n=836)

14% 13%

Horseback riding

20% 7% 3% 6% 7% 9%

<20%>

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

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

2016 Regional Report Mid-Coast

The Maine Lighthouse Museum and Popham Beach were both more popular in 2016 among overnight visitors to the Mid-Coast region, as compared to 2015. Top Attractions/Locations Visited* Boothbay Harbor

32%

Maine Lighthouse Museum

16%

Popham Beach

14%

Maine State Aquarium

13%

Maine Beer Trail

12%

Pemaquid Point Lighthouse

11%

Maine Lobster Festival

10%

Fort Knox

9%

Coastal Maine Botanical Gardens

9%

Moody's Diner

9%

Camden Hills State Park

8%

Maine Maritime Museum

8%

Owls Head State Park

7%

Boothbay Railway Village

7%

Heritage Park

7%

Chocolate Church Arts Center

6%

Maine Wine Trail Reid State Park

Mid-Coast 2016 (n=321)

6% 5%

* 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

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

2016 Regional Report Mid-Coast

Future Travel Likelihood

80%

81%

28%

29%

I already have specific plans to travel in Maine Definitely will travel to Maine Probably will travel to Maine Might/Might not travel to Maine Probably will not travel to Maine

52%

52%

Definitely will not travel to Maine Top 2 Box

14%

14%

5%

1%

4%

Maine 2016 (n=2909)

<1%

Mid-Coast 2016 (n=321)

1% <1%

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 Mid-Coast

Day Visitors: Traveler Description

26

2016 Regional Report Mid-Coast

Day Visitor Demographics •

Day visitors to the Mid-Coast region average 47 years of age and earn about $92,500 annually. Six in ten have a college degree, and 57% are employed full-time. Two-thirds are married.

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

Maine 2016 (n=1762)

Mid-Coast 2016 (n=175)

28% 18% 19% 35% 46.0

26% 16% 22% 36% 46.8

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

21% 47% 32% $92,500 75% 62% 65% 57%

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

27

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

2016 Regional Report Mid-Coast

The Mid-Coast region attracts a higher proportion of in-state day visitors compared to the State of Maine overall, while attracting a lower proportion of Canadian day visitors.

State/ Province of Residence 88%

U.S. NET

<95%> 26%

Maine

<39%>

43%

Massachusetts

37% 16% 13%

New Hampshire Vermont Rhode Island

Canada NET Quebec Nova Scotia New Brunswick

Maine 2016 (n=1762)

Mid-Coast 2016 (n=175)

2% 3% 1% 2% <12%> 5%

7% 5% 1% <1% <5%> <1%

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

Nearly all day visitors to the Mid-Coast region have visited Maine before.

2016 Regional Report Mid-Coast

Repeat vs. First-Time Visitors

Repeat Visitor 93%

96%

7%

4%

Maine 2016 (n=1762)

Mid-Coast 2016 (n=175)

First-Time Visitor

Q10. Was this your first trip to Maine? Q11. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? <> 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

One in three day visitors to the Mid-Coast region travel with children.

2016 Regional Report Mid-Coast

Travel Party Composition 2.7

2.7 36%

31%

Maine 2016 (n=1762)

Percent Traveling with Children Average Number of People in Travel Party

Mid-Coast 2016 (n=175)

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 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 Mid-Coast

Day Visitors: Trip Experience

31

2016 Regional Report Mid-Coast

Business day visitors to the Mid-Coast come for a number of reasons. Primary Purpose of Day Business Trips

40% Meeting 33%

16% Convention, conference, or trade show 28% Maine 2016 Business (n=232) 18%

Mid-Coast 2016 Business (n=26*)

Sales or service 27%

19% Training or professional development 12%

Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting.

32

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

2016 Regional Report Mid-Coast

Primary Purpose of Day VFR Trips

69%

General visit to see friends or relatives

73% 8%

Family reunion

17% 8%

Holiday visit

5%

Maine 2016 VFR (n=720) Mid-Coast 2016 VFR (n=71)

Wedding

Funeral

Other

5% 3% 3% 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

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

Most Important Interest Area Mid-Coast

2016 Interest Areas 59%

Food, beverage, or culinary

65%

33%

57%

Shopping

46% 43% 45%

Touring or sightseeing Active outdoor activities (not water)

32%

Family fun or children's activities

31%

Maine 2016 (n=1762) 37%

34%

26% 18% 19%

History or culture 8% 5%

48% 17% 24%

38%

Water activities

Other

2016 Regional Report Mid-Coast

Mid-Coast 2016 (n=175)

66%

21% 27% 100%

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 considering both interest and importance in deciding to visit, family fun/children’s activities rank highest among day visitors to the Mid-Coast region. • •

2016 Regional Report Mid-Coast

Touring/sightseeing and food/beverage/culinary activities follow closely. Day visitors to the Mid-Coast region are more likely than day visitors to the State as a whole to express high interest and importance on family fun/children’s activities and less likely to express high interest and importance on shopping and water activities. 2016 Interest Areas Travel Driver Index 17%

Family fun or children's activities

<24%> 19%

Touring or sightseeing

22% 15%

Food, beverage, or culinary

21% 9% 8% <11%>

Water activities

Other

Mid-Coast 2016 (n=175) <15%>

Shopping

History or culture

Maine 2016 (n=1762)

12%

Active outdoor activities (not water)

6% 4% 5% 7% 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 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

A majority of Mid-Coast day visitors who are interested in touring/ sightseeing activities spent time driving for pleasure, enjoying the ocean views/rocky coast, or sightseeing.

2016 Regional Report Mid-Coast

Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 64%

Driving for pleasure

73%

Enjoying the ocean views or rocky coast

71% 69% 71%

Sightseeing

65% 28%

Wildlife viewing or bird watching

42% Maine 2016 (n=756) 46%

Enjoying the mountain views

40% 24% 22%

Viewing fall colors

Taking tours of communities or local architecture

16% 22% 12%

Nature cruises or tours

Other

Mid-Coast 2016 (n=79)

16% 1% 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.

36

Day visitors interested in food/beverage/culinary activities are most likely to have eaten lobster/other local seafood or consumed other locally produced Maine foods while visiting the Mid-Coast. •

2016 Regional Report Mid-Coast

Mid-Coast day visitors are more likely than day visitors to the State as a whole to have enjoyed Maine food or beverages (i.e. blueberries, maple syrup, apples) while visiting the region.

Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 62% 60%

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

50% 59%

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

38% <53%> 26%

Enjoying local food at fairs or festivals

37% 30% 30%

Going to local brew pubs or craft breweries

Mid-Coast 2016 (n=114)

23%

Visited Farmer's Markets

30% 14% 19%

Ate farm to table or organic cuisine

11% 14%

Enjoyed high-end cuisine or five-star dining

Other

Maine 2016 (n=1039)

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.

37

Going to the beach and outdoor swimming are the most common activities pursued by day visitors who are interested in water activities.

2016 Regional Report Mid-Coast

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

Going to the beach

58% 53% 50%

Outdoor swimming (lake, ocean, river) 30% 34%

Pool swimming (indoor or outdoor)

27% 31%

Canoeing or kayaking 22% 19%

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

18% 12%

Motor boating

8% 9%

White water rafting

Water skiing or jet skiing Other

Mid-Coast 2016 (n=46*)

6%

Sailing

Surfing

Maine 2016 (n=596)

5% 3% 4% 8% 1%

4% 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. *Please note small sample size. Use caution when interpreting.

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2016 Regional Report Mid-Coast

Hiking/climbing/backpacking and exploring state and national parks are the most common active outdoor activities pursued by day visitors to the Mid-Coast. •

Mid-Coast day visitors are more likely than day visitors to the State as a whole to explore state and national parks while visiting the region.

Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 69% 68%

Hiking, climbing, or backpacking 43%

Exploring State and National Parks

<64%> 18%

Bicycling or mountain biking

23% 12%

Riding all-terrain vehicles

6% 6% 6%

Hunting (game or bird)

Snowmobiling

Other

Mid-Coast 2016 (n=67)

4% 6%

Snowshoeing

Alpine skiing or snowboarding

Maine 2016 (n=563)

4% 1% 5% <1% 9% 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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Visiting historic sites/museums is the most popular activity among day visitors to the Mid-Coast region pursuing history/culture activities.

2016 Regional Report Mid-Coast

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

82% 42%

Getting to know the local people and/or culture

56%

Participating in nightlife or other evening entertainment

27% 21% 34%

Visiting art museums or local artisan exhibits

20% 18% 18%

Attending popular music concerts or events 12% 13%

Painting, drawing, or sketching

Attending sports events Other

Mid-Coast 2016 (n=33*)

10% 11%

Attending plays, musicals, or theatrical events Attending operas or classical music events

Maine 2016 (n=310)

2% 4% 9% 3% 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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Outlet shopping and shopping for unique, locally produced goods are the most common shopping activities among Mid-Coast day visitors. •

2016 Regional Report Mid-Coast

Mid-Coast day visitors who are interested in shopping are more likely than day visitors to the State as a whole to shop for antiques/local arts and crafts and products with the “Made in Maine” identifier.

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

Outlet shopping

44% 32%

Shopping for unique, locally produced goods

43% 20%

Shopping for antiques, local arts and crafts

<38%> 22%

Shopping for products with the 'Made in Maine' identifier

<38%> 43%

General shopping at malls, downtown

Mid-Coast 2016 (n=81)

34% 31%

Shopping for gifts or souvenirs

Other

Maine 2016 (n=1003)

29% 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 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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Day visitors to the region who are interested in family fun/children’s activities are most likely to visit outdoor fun centers.

2016 Regional Report Mid-Coast

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% 43% 33% 32%

Amusement or theme parks

37%

Animal parks or zoos

26% 27% 23%

Water parks

Horseback riding Agricultural fairs Summer camps Spectator sports Other

Maine 2016 (n=552)

19% 18%

Children's museums

Mid-Coast 2016 (n=65)

7% 13% 10% 8% 7% 6% 6% 5% 17%

25%

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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One-third of day visitors to the Mid-Coast region visit Boothbay Harbor.

2016 Regional Report Mid-Coast

Top Attractions/Locations Visited* Boothbay Harbor

34%

Maine Lobster Festival

14%

Coastal Maine Botanical Gardens

13%

Fort Popham

12%

Moody's Diner

11%

Owls Head State Park

11%

Pemaquid Point Lighthouse

9%

Camden Hills State Park

9%

Boothbay Railway Village

9%

Popham Beach

9%

Maine State Aquarium

8%

Fort Knox

7%

Bowdoin College Museum of Art

7%

Chocolate Church Arts Center

6%

Owls Head Transportation Museum

6%

Maine Maritime Museum

6%

Maine State Music Theatre

Mid-Coast 2016 (n=175)

6%

Maine Lighthouse Museum

5%

Maine Beer Trail

5%

Monhegan Island

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

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2016 Regional Report Mid-Coast

Comparison of Mid-Coast Visitors to Maine Visitors

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2016 Regional Report Mid-Coast

Comparisons: Region vs. State •

Visitors to the Mid-Coast tourism region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen: – Visitor origin, – Travel interests, and – The activities they participate in while visiting.



Highlights of these differences are shown on the following pages.

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2016 Fall Season Topline

Visitor Origin Compared to visitors to the entire State, Mid-Coast visitors differ in the following ways:

DAY VISITORS

Higher proportion from the United States

Lower proportion from Canada

(specifically ME)

(specifically NB)

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2016 Fall Season Topline

Trip Interests and Importance (Travel Driver Index)

DAY VISITORS More likely to place importance on:

Less likely to place importance on:

Family fun/children’s activities

Water activities

OVERNIGHT VISITORS

Shopping Less likely to place importance on: Shopping Active outdoor activities

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2016 Fall Season Topline

Trip Activities

OVERNIGHT VISITORS

More likely to be shopping for unique, locally produced goods

Less likely to be enjoying the mountain views

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2016 Fall Season Topline

Trip Activities

DAY VISITORS

More likely to be: Enjoying unique Maine food or beverages Exploring state and national parks

Shopping for antiques, local arts & crafts Shopping for products with the “Made in Maine” identifier

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2016 Regional Report Mid-Coast

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

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