1. 1. Presented by Lisa Muldowney, Danielle Oakes, Christine Hazelet, Shauna McGuay with Dr. Shazad Mohammed CHAUTAUQUA COUNTY TOURISM STUDY
2. 2. PROJECT OVERVIEW
3. 3. PROJECT OVERVIEW Discover ways to increase visitor traffic to the county?
4. 4. PROJECT OVERVIEW Discover ways to increase visitor traffic to the county? Needed to figure out who is coming to the county and why?
5. 5. PROJECT OVERVIEW Discover ways to increase visitor traffic to the county Needed to figure out who is coming to the county and why? Had to determine their demographics, their motivations to visit, which information sources used, desirability of local attractions, and details of their overall experience
6. 6. PROJECT OVERVIEW Discover ways to increase visitor traffic to the county Needed to figure out who is coming to the county and why? Had to determine their demographics, their motivations to visit, which information sources used, desirability of local attractions, and details of their overall experience Created 5 surveys to examine these
7. 7. OVERVIEW OF SURVEYS
8. 8. OVERVIEW OF SURVEYS Survey 1: Visitor
9. 9. OVERVIEW OF SURVEYS Survey 1: Visitor Survey 2: Tourist
10. 10. OVERVIEW OF SURVEYS Survey 1: Visitor Survey 2: Tourist Survey 3: Student
11. 11. OVERVIEW OF SURVEYS Survey 1: Visitor Survey 2: Tourist Survey 3: Student Survey 4: Household Visitor
12. 12. OVERVIEW OF SURVEYS Survey 1: Visitor Survey 2: Tourist Survey 3: Student Survey 4: Household Visitor Survey 5: Tourist (Short-form)
13. 13. SURVEY 1: VISITOR SURVEY Project Manager: Lisa Muldowney
14. 14. OVERVIEW Aimed at visitors coming to Chautauqua County Intended to identify information related to these visits 274 respondents were surveyed at local establishments and attractions in the area SURVEY 1
15. 15. DEMOGRAPHICS 74.1% were visitors 75.2% were first time visitors 59.5% were female; 40.5% were male SURVEY 1
16. 16. DEMOGRAPHICS 74.1% were visitors 75.2% were first time visitors 59.5% were female; 40.5% were male 52.9% were between 18-34 years old 87% completed high school or above 95.3% lived in the US SURVEY 1
17. 17. FINDINGS SURVEY 1
18. 18. FINDINGS Visitors made 5 or more visits in past year 85.4% of visitors took their own personal car to the area Main reasons given were leisure and school Top reasons for coming to the area were restaurant dining, outdoor activities, and wineries SURVEY 1
19. 19. FINDINGS Average visitors stayed 1-2 days, 1-2 nights Estimated day spend was $211 Spending categories: Dining: $100 Shopping: $100 Entertainment & Attractions: $85 SURVEY 1
20. 20. FINDINGS Average visitors stayed 1-2 days, 1-2 nights Estimated day spend was $211 Spending categories: Dining: $100 Shopping: $100 Entertainment & Attractions: $85 Estimated trip spend was $281 SURVEY 1
21. 21. FINDINGS Family and friends were their main source of information with the internet being a secondary source Prior planning led to higher levels of attendance SURVEY 1
22. 22. FINDINGS Family and friends were their main source of information with the internet being a secondary source Prior planning led to higher levels of attendance Specific Places visited SURVEY 1
23. 23. FINDINGS Family and friends were their main source of information with the internet being a secondary source Prior planning led to higher levels of attendance Specific Places visited Satisfaction level and repeat visit? SURVEY 1
24. 24. SURVEY 2: TOURIST SURVEY Project Manager: Danielle Oakes
25. 25. OVERVIEW Aimed at tourists coming to Chautauqua County Identify information and trends associated with tourists to Chautauqua County 209 respondents were surveyed at area establishments and attractions SURVEY 1
26. 26. DEMOGRAPHICS 95.2% were tourist visitors 56% were male; 44% were female 54.5% were in the 18-34 age bracket SURVEY 2
27. 27. DEMOGRAPHICS 95.2% were tourist visitors 56% were male; 44% were female 54.5% were in the 18-34 age bracket 93.4% completed high school or above 98.1% lived in the US SURVEY 2
28. 28. FINDINGS SURVEY 2
29. 29. FINDINGS Visitors made 5 or more visits in past year 85.4% of visitors took their own personal car to the area Main reason given was leisure Top reasons for coming to the area were vacation, visit family and friends, attend an area event SURVEY 2
30. 30. FINDINGS Average tourist visitors stayed 3 days, between 5-10 days Groups of 1-2 adults, parties up to 5 or more SURVEY 2
31. 31. FINDINGS Average tourist visitors stayed 3 days, between 5-10 days Groups of 1-2 adults, parties up to 5 or more Family and friends were their main source of information with the internet being a secondary source SURVEY 2
32. 32. FINDINGS Average tourist visitors stayed 3 days, between 5-10 days Groups of 1-2 adults, parties up to 5 or more Family and friends were their main source of information with the internet being a secondary source Specific Places visited SURVEY 2
33. 33. FINDINGS Average tourist visitors stayed 3 days, between 5-10 days Groups of 1-2 adults, parties up to 5 or more Family and friends were their main source of information with the internet being a secondary source Specific Places visited Favored Lodging SURVEY 2
34. 34. FINDINGS Average tourist visitors stayed 3 days, between 5-10 days Groups of 1-2 adults, parties up to 5 or more Family and friends were their main source of information with the internet being a secondary source Specific Places visited Favored Lodging Satisfaction level and repeat visit? SURVEY 2
35. 35. SURVEY 3: STUDENT VISITORS Project Manager: Christine Hazelet
36. 36. OVERVIEW Our aim was to reach students that have had visitors within the past year Intention was to uncover why people come to the county to visit students and learn what people took advantage of during their stay 271 respondents Respondents consisted of students attending SUNY at Fredonia and Jamestown Community College SURVEY 3
37. 37. OVERVIEW Aimed at student visitors coming to Chautauqua County Discover information about people coming to visit students 271 respondents attending SUNY at Fredonia and Jamestown Community College SURVEY 3
38. 38. DEMOGRAPHICS 91% were students 49% were male; 51% were female 37% live on campus Mostly Juniors and Seniors SURVEY 3
39. 39. FINDINGS SURVEY 3
40. 40. FINDINGS 63% had a guest stay with them within the past year Total of 1,069 visitors, average of 89 per month SURVEY 3
41. 41. FINDINGS 63% had a guest stay with them within the past year Total of 1,069 visitors, average of 89 per month Specific Places visited SURVEY 3
42. 42. FINDINGS 63% had a guest stay with them within the past year Total of 1,069 visitors, average of 89 per month Specific Places visited Peak Times SURVEY 3
43. 43. FINDINGS 63% had a guest stay with them within the past year Total of 1,069 visitors, average of 89 per month Specific Places visited Peak Times Favored Lodging SURVEY 3
44. 44. SURVEY 4: HOUSEHOLD VISITORS Project Manager: Shauna McGuay
45. 45. OVERVIEW Aimed at residents with out-of-town visitors coming to Chautauqua County Discover information about peak visitation times and related trends, including the activities participated while visiting the county 250 respondents in the county SURVEY 4
46. 46. DEMOGRAPHICS 100% were 18 or older 99% were current residents Areas Fredonia, Dunkirk, Westfield, Jamestown, and Silver Creek SURVEY 4
47. 47. FINDINGS 89% had an out-of-town guest stay overnight within the past year Total of 1,689 visitors, average of 141 per month SURVEY 4
48. 48. FINDINGS 89% had an out-of-town guest stay overnight within the past year Total of 1,689 visitors, average of 141 per month Prominent activities dining out, visiting the waterfront/boating, picnicking, attending musical performances, and exploring local wineries/bars SURVEY 4
49. 49. FINDINGS 89% had an out-of-town guest stay overnight within the past year Total of 1,689 visitors, average of 141 per month Prominent activities dining out, visiting the waterfront/boating, picnicking, attending musical performances, and exploring local wineries/bars Summer was the busiest period accounting for 35% of the out-of-town visitors, followed by Fall with 29% SURVEY 4
50. 50. FINDINGS 89% had an out-of-town guest stay overnight within the past year Total of 1,689 visitors, average of 141 per month Prominent activities dining out, visiting the waterfront/boating, picnicking, attending musical performances, and exploring local wineries/bars Summer was the busiest period accounting for 35% of the out-of-town visitors, followed by Fall with 29% Winter months were the slowest period for out-of-town visitors, with the exception of January SURVEY 4
51. 51. SURVEY 5: TOURIST SURVEY (SHORT FORM) Project Manager: Shauna McGuay
52. 52. OVERVIEW Aimed at tourists coming to Chautauqua County Discover basic demographic information on visitors. 250 respondents were surveyed at area establishments and attractions SURVEY 5
53. 53. DEMOGRAPHICS 55.2% were male; 44.8% were female Two clusters: 30.4% 18-24 20.8% 45-54 93.4% completed high school or above SURVEY 5
54. 54. DEMOGRAPHICS 55.2% were male; 44.8% were female Two clusters: 30.4% 18-24 20.8% 45-54 93.4% completed high school or above 98.4% lived in the US Primarily Caucasian 100% completed High school or further schooling Most respondents earned an income between $30,001 to $50,000 SURVEY 5
55. 55. FINDINGS 64% of visitors reported they will or definitely will return to the county in the next 2 years 38% of participants had 4-year degrees 62% of visitors had an estimated household income of $75,000 or less SURVEY 5
56. 56. LIMITATIONS Time of year research was conducted Areas of Chautauqua County that were not represented Need for ongoing research
57. 57. RECOMMENDATIONS Focus on outdoor activities geared towards each season
58. 58. RECOMMENDATIONS Focus on outdoor activities geared towards each season Improve and increase the internet presence review services on websites such as TripAdvisor and Yelp
59. 59. RECOMMENDATIONS Focus on outdoor activities geared towards each season Improve and increase the internet presence review services on websites such as TripAdvisor and Yelp Utilize sites like Groupon to promote attractions and restaurants in the county
60. 60. RECOMMENDATIONS Focus on outdoor activities geared towards each season Improve and increase the internet presence review services on websites such as TripAdvisor and Yelp Utilize sites like Groupon to promote attractions and restaurants in the county Take advantage of student orientations and other college events to advertise and increase foot traffic and revenue for local businesses - use the University website as a platform to advertise attractions
61. 61. RECOMMENDATIONS Focus on outdoor activities geared towards each season Improve and increase the internet presence review services on websites such as TripAdvisor and Yelp Utilize sites like Groupon to promote attractions and restaurants in the county Take advantage of student orientations and other college events to advertise and increase foot traffic and revenue for local businesses - use the University website as a platform to advertise attractions Highlight the nightlife available
62. 62. PROPOSED CAMPAIGNS Consider the following strategy utilizing the existing Twitter account, @TourChautauqua. I Chautauqua campaign. Choose 100 places to visit in the Chautauqua County area. Target relevant hash-tags (ie: #30in30, expositing 30 places in 30 days) and invite users to visit and post pictures of the area. The objective is to raise awareness of new visitors and educate existing residents of some less known area attractions.
63. 63. #30IN30 PROPOSED CAMPAIGNS Consider the following strategy utilizing the existing Twitter account, @TourChautauqua. I Chautauqua campaign. Choose 100 places to visit in the Chautauqua County area. Target relevant hash-tags (ie: #30in30, expositing 30 places in 30 days) and invite users to visit and post pictures of the area. The objective is to raise awareness of new visitors and educate existing residents of some less known area attractions.
64. 64. Travel Guides ensure availability Chautauqua County Coupons PROPOSED CAMPAIGNS
65. 65. PROPOSED CAMPAIGNS QR codes added to the countys travel guide would direct visitors to its social media sites. The countys facebook page or twitter account would be used to offer subscribers at least one deal each week. The community giving back to the Community
66. 66. PROPOSED CAMPAIGNS QR codes added to the countys travel guide would direct visitors to its social media sites. The countys facebook page or twitter account would be used to offer subscribers at least one deal each week. A certain number of people will need to sign up for the offer before the coupon discount is valid. Chautauqua County Coupons could be placed on the Chautauqua County Visitors Bureau Website for exposure. Participating business are encouraged to display the QR code at their building and their advertisements.
67. 67. CHAUTAUQUA COUNTY COUPONS
68. 68. SUMMER FESTIVAL