Visitation for The Lewis & Clark Bicentennial Commemoration: Round 2

Kim McMahonKim McMahon

Institute for Tourism and Recreation ResearchInstitute for Tourism and Recreation Research

The University of MontanaThe University of Montana

Lewis & Clark Interest and Awareness Study

vs.Lewis & Clark Estimation and

Awareness Study

The Lewis & Clark Interest and Awareness Study

• Conducted by Plog Research, Reseda, CAConducted by Plog Research, Reseda, CA• Funded by the Bureau of Land Management,

National Lewis and Clark Bicentennial Commission, and the 11 Lewis & Clark Trail states of Washington, Oregon, Idaho, Montana, North and South Dakota, Iowa, Nebraska, Missouri, Virginia, and West Virginia.

MethodologyGaps and Overlaps

Interest and Awareness Study•Assess interest and Assess interest and awareness of Expedition awareness of Expedition and Commemoration for and Commemoration for entire trail.entire trail.

•Rank all trail states in terms Rank all trail states in terms of likelihood to visit Lewis & of likelihood to visit Lewis & Clark sites or attend Lewis & Clark sites or attend Lewis & Clark events.Clark events.

•Provide travel behavior of Provide travel behavior of most likely Lewis & Clark most likely Lewis & Clark visitors.visitors.

Estimation and Awareness Study•Assess interest and awareness of Assess interest and awareness of Expedition and Commemoration Expedition and Commemoration for for MontanaMontana..

•Provide estimate of visitation to Provide estimate of visitation to MontanaMontana for the Bicentennial for the Bicentennial Commemoration.Commemoration.

•Provide demographics of most Provide demographics of most likely Lewis & Clark visitors.likely Lewis & Clark visitors.

Presentation Outline• Current Projections• Objectives of the study.Objectives of the study.• Key findings of all respondents • Key findings of selected visitor segments.• Comparison with Estimation and Awareness study Comparison with Estimation and Awareness study

results (conducted by Issues & Answers).results (conducted by Issues & Answers).• Conclusions and Recommendations

Visitor Projections

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Base Visitation

4-Year Scenario With L&C Increase

2-Year Scenario With L&C Increase

Objectives

• Understand the impact of Lewis & Clark Bicentennial Understand the impact of Lewis & Clark Bicentennial on visitation to each state.on visitation to each state.

• Determine the level of awareness of the Lewis & Clark Expedition and trail sites.

• Evaluate the interest in visiting specific Evaluate the interest in visiting specific commemoration sites and attractions.commemoration sites and attractions.

• Profile travelers based on demographics and sources of travel information used.

• Evaluate and determine travelers’ psychographic Evaluate and determine travelers’ psychographic profile.profile.

Key FindingsAll Respondents: Awareness

• 86% of respondents have at least heard about the 1803-86% of respondents have at least heard about the 1803-1806 Expedition.1806 Expedition.

• 52% are very or somewhat familiar with the 1803-1806 Expedition.

• 74% are not familiar with the Commemoration, 21% 74% are not familiar with the Commemoration, 21% have heard something about it.have heard something about it.

• About one-quarter of respondents indicated they need more information about Lewis & Clark sites and attractions.

Key Findings All Respondents: Interest

• 9% are very interested in the story of the Lewis & 9% are very interested in the story of the Lewis & Clark Expedition.Clark Expedition.

• 6% are very interested in visiting a Lewis & Clark site or attraction.

• Montana ranked fifth out of the eleven Trail states Montana ranked fifth out of the eleven Trail states among “most likely to visit” behind Virginia, among “most likely to visit” behind Virginia, Washington, Oregon, and West Virginia.Washington, Oregon, and West Virginia.

• Montana sites ranked about mid-scale in terms of likelihood of visiting.

Key Findings All Respondents: Travel Behavior

• 89% cite “having fun” as the most important reason to 89% cite “having fun” as the most important reason to take a vacation.take a vacation.

• 24% feel vacations are a time to gain knowledge of history and other cultures.

• 74% shop while on vacation, 44% visit historical 74% shop while on vacation, 44% visit historical sites/churches, 43% go to beach resorts, and 43% enjoy sites/churches, 43% go to beach resorts, and 43% enjoy fine dining.fine dining.

Key FindingsAll Respondents: Travel Planning

• 31% rely on word of mouth for travel information.31% rely on word of mouth for travel information.

• 50% use the Internet/web to get information.

• Most rely on guidebooks and local maps once they Most rely on guidebooks and local maps once they begin their trip.begin their trip.

• 62% book hotels directly and 51% book car rentals directly.

• 51% prefer to use a travel agent to book airline flights.51% prefer to use a travel agent to book airline flights.

• The Internet/web is not a popular avenue for making travel arrangements except in the under-40 respondent (21%).

Key Findings All Respondents: Demographics

• Higher household income than US adults. ($54,350 for Higher household income than US adults. ($54,350 for survey respondents, $36,600 for US adults.)survey respondents, $36,600 for US adults.)

• More educated. (41% of survey respondents have a four-year college degree or higher, compared with 29% of US adults.)

• Higher median age - smaller percentage under age 40. Higher median age - smaller percentage under age 40. (Median age of 49 for survey respondents vs. 46 for US (Median age of 49 for survey respondents vs. 46 for US adults. 30% of respondents under 40 compared to adults. 30% of respondents under 40 compared to 36% of US adults.)36% of US adults.)

Key Findings Potential Lewis & Clark Visitors

This group includes those respondents who were either:

• Familiar with the original Expedition and/or the Familiar with the original Expedition and/or the Commemoration (52% of total). Commemoration (52% of total).

• Interested in the story of the Expedition and/or the Commemoration (57% of total).

• History buffs* (27% of total)History buffs* (27% of total)

• Venturers** (21% of total)

* Indicate “gaining knowledge of history or other cultures” is an important * Indicate “gaining knowledge of history or other cultures” is an important (8+ out of 10) reason for taking vacations.(8+ out of 10) reason for taking vacations.** Seek new experiences, tend to be achievement-oriented, curious, and hold positive views about life. Tend to influence others around them to follow their lead in visiting destinations.

Key Findings Lewis & Clark Visitors: Awareness & Interest

• History buffs, Venturers, and older respondents tend to History buffs, Venturers, and older respondents tend to be more familiar with the original Expedition and have be more familiar with the original Expedition and have more interest in the story of the 1803-1806 Expedition more interest in the story of the 1803-1806 Expedition than total respondents.than total respondents.

• Overall, these groups are not any more familiar with the upcoming Bicentennial Commemoration than total respondents.

• Stronger level of interest in visiting a Lewis & Clark Stronger level of interest in visiting a Lewis & Clark site or attending a Lewis & Clark event among history site or attending a Lewis & Clark event among history buffs and those familiar with the original Expedition or buffs and those familiar with the original Expedition or the Commemoration.the Commemoration.

Key FindingsLewis & Clark Visitors: Plan to Visit MT

• Respondents familiar with the Commemoration, Respondents familiar with the Commemoration, interested in the Expedition, history buffs, and venturers interested in the Expedition, history buffs, and venturers are more likely to visit Montana in the next three years are more likely to visit Montana in the next three years (for any reason) than total respondents.(for any reason) than total respondents.

Likely to Visit MT

in the Next 3 years

Total respondentsTotal respondents 11%11%

Familiar with Commemoration 29%

Interested in original ExpeditionInterested in original Expedition 17%17%

History buffs 16%

VenturersVenturers 17%17%

Key Findings Lewis & Clark Visitors: Plan to visit MT for

Lewis & Clark sites/events• Those familiar with the Commemoration, interested in the Those familiar with the Commemoration, interested in the

original Expedition, history buffs, and venturers are more original Expedition, history buffs, and venturers are more likely to visit Montana for Lewis & Clark events/sites than likely to visit Montana for Lewis & Clark events/sites than total respondents.total respondents.

Likely to Visit MT

for L&C events/sites

Total respondentsTotal respondents 23%23%

Familiar with Commemoration 34%

Interested in original ExpeditionInterested in original Expedition 25%25%

History buffs 26%

VenturersVenturers 32%32%

Key FindingsLewis & Clark Visitors: Plan to Visit MT

• In all other trail states, fewer respondents plan to visit In all other trail states, fewer respondents plan to visit Lewis & Clark states in the next 3 years than had Lewis & Clark states in the next 3 years than had visited in the previous 3 years. visited in the previous 3 years.

Montana was the only exception!Montana was the only exception!

Total Respondents

Plan to visit MT in next 3 yearsPlan to visit MT in next 3 years 11%11%

Visited MT in the past 3 years 11%

Visited in the past 12 monthsVisited in the past 12 months 5%5%

Key FindingsLewis & Clark Visitors: Awareness of

MT Lewis & Clark Sites• Respondents familiar with the Commemoration are more Respondents familiar with the Commemoration are more

likely to have heard of the 21 listed Lewis & Clark sites.likely to have heard of the 21 listed Lewis & Clark sites.

All Respondents Familiar w/ Commemoration

Heard of Rank Heard of Rank

L&C Interp. Ctr. 18% 9 62% 8

Pompey’s Pillar 17%Pompey’s Pillar 17%1010 54% 54% 11 11

Lemhi Pass 13% 14 44% 14

Lolo Trail Lolo Trail 12% 12% 1515 63% 63% 6 6

Key FindingsLewis & Clark Visitors:

Likelihood of Visiting MT Sites• Respondents familiar with the Commemoration are Respondents familiar with the Commemoration are

significantly more likely to visit Montana’s Lewis & significantly more likely to visit Montana’s Lewis & Clark Interpretive Center and Pompey’s Pillar.Clark Interpretive Center and Pompey’s Pillar.

All Respondents Familiar w/ Commemoration

Likely to Visit Rank Likely to Visit Rank

L&C Interp. Ctr. 13% 11 32% 6

Pompey’s Pillar 13%Pompey’s Pillar 13% 9 9 39% 39% 4 4

Lemhi Pass 10% 12 21% 9

Lolo Trail Lolo Trail 9% 9% 15 15 20% 20% 11 11

Key FindingsTravel Lodging and Transportation

• 60% of all respondents would probably drive to visit a 60% of all respondents would probably drive to visit a Lewis & Clark site/event.Lewis & Clark site/event.

• An additional 20% of all respondents would probably fly and rent a car to visit a Lewis & Clark site/event.

• 40% of respondents under 40 years old would probably 40% of respondents under 40 years old would probably bring their children.bring their children.

• 80% would probably stay in a motel/hotel/bed & breakfast.

• 24% would probably stay with relatives.24% would probably stay with relatives.

• 45% would probably camp or stay in an RV park/campground.

Key FindingsReasons to Vacation

• 36% of respondents interested in the Lewis & Clark 36% of respondents interested in the Lewis & Clark Expedition and 38% of Venturers feel vacations are a Expedition and 38% of Venturers feel vacations are a time to gain knowledge of history and other cultures, time to gain knowledge of history and other cultures, compared to 27% of all respondents.compared to 27% of all respondents.

• 70% of respondents interested in the Lewis & Clark Expedition feel vacations are a time to see/do new things, compared to 62% of total respondents and 51% of those not interested in the Expedition.

• 75% of history buffs and 70% of Venturers, compared 75% of history buffs and 70% of Venturers, compared to 51% of total respondents, feel vacations are a time to to 51% of total respondents, feel vacations are a time to enrich their perspective on life.enrich their perspective on life.

Key FindingsObtaining Travel Information: Trip Planning

All History Interested in

Info Source Respondents Buffs Expedition

Friends/relativesFriends/relatives 61%61% 61% 61% 64% 64%

Travel Agents 49% 53% 51%

Toll-free #sToll-free #s 43%43% 44% 44% 46% 46%

Internet/Web 41% 40% 44%

Auto Club BrochuresAuto Club Brochures 34%34% 41% 41% 37% 37%

State/local Tourism Bureaus 22% 32% 26%

Travel GuidesTravel Guides 17%17% 26% 26% 20% 20%

Travel Magazines 16% 23% 18%

State/local Tourism Bureau State/local Tourism Bureau 13%13% 17% 17% 14% 14% Websites Websites

Key FindingsObtaining Travel Information: During Trip

All Interested in

Frequently Used Info Source Respondents Expedition

Local MapsLocal Maps 41% 41% 48% 48%

Guidebook 43% 46%

Brochure at motel/campgroundBrochure at motel/campground 33% 33% 38% 38%

Visitor Information Centers 34% 33%

Roadside Signs/BillboardsRoadside Signs/Billboards 15% 15% 16% 16%

Key Findings: Vacation Activities All Interested in

Activity Respondents L&C Site Visit

ShoppingShopping 74%74% 79%79%

Visit Historic Sites/Churches 44% 57%

Visit Beach ResortVisit Beach Resort 43%43% 45%45%

Fine Dining 43% 47%

Visit Museums/Art GalleriesVisit Museums/Art Galleries 39%39% 50%50%

Visit Old Homes/Mansions 30% 40%

Visit Authentic LocationVisit Authentic Location 18%18% 25%25%

Camping 15% 21%

Hiking/BackpackingHiking/Backpacking 14%14% 21%21%

Visit Interpretive Center 10% 17%

Nature Travel/EcotouringNature Travel/Ecotouring 10%10% 15%15%

Comparison of Study ResultsMany key similarities exits between the two studies.

Plog: 86% have heard of the Lewis & Clark Expedition.Plog: 86% have heard of the Lewis & Clark Expedition.

I & A: 86% have heard of the Lewis & Clark Expedition.I & A: 86% have heard of the Lewis & Clark Expedition.

Plog: 52% are very/somewhat familiar with the Expedition.

I & A: 47% are very/somewhat familiar with the Expedition.

Plog: 6% are very interested in visiting Lewis & Clark Plog: 6% are very interested in visiting Lewis & Clark attractions.attractions.

I & A: 16% are very interested in visiting Lewis and Clark I & A: 16% are very interested in visiting Lewis and Clark attractions in Montana.attractions in Montana.

Plog: 36% are not at all interested in visiting Lewis & Clark attractions.

I & A: 32% are not at all interested in visiting Lewis & Clark attractions.

Comparison of Results (cont’d)

Both studies show that:

• Older respondents are more familiar/knowledgeable Older respondents are more familiar/knowledgeable about the Lewis & Clark Expedition.about the Lewis & Clark Expedition.

• More wealthy respondents are more familiar/ knowledgeable about the Lewis & Clark Expedition.

Conclusions

• Respondents familiar with the original Lewis & Clark Respondents familiar with the original Lewis & Clark Expedition and/or the Bicentennial Commemoration Expedition and/or the Bicentennial Commemoration are Montana’s target markets.are Montana’s target markets.

• These visitors will seek planning information through auto club brochures, tourism bureaus, travel guides, and travel magazines in addition to recommendations from family/friends and travel agents.

• Travel bookings will generally occur through the use of Travel bookings will generally occur through the use of travel agents and direct bookings. Younger groups travel agents and direct bookings. Younger groups will also utilize the Internet/web.will also utilize the Internet/web.

Conclusions (continued)

• Travel information during their trip will be obtained Travel information during their trip will be obtained from local maps and brochures at lodging/camping from local maps and brochures at lodging/camping facilities.facilities.

• Vacations will focus on learning about history and other cultures, seeing/doing new things, and enriching perspective on life.

• Most will drive, while some will fly and rent a vehicle. Most will drive, while some will fly and rent a vehicle. The majority will stay in motels for at least some of The majority will stay in motels for at least some of their nights away from home.their nights away from home.

Conclusions (continued)

• Activities with a historic nature will be popular (such Activities with a historic nature will be popular (such as visiting historic sites, old homes/mansions, as visiting historic sites, old homes/mansions, museums/art galleries, authentic locations, and museums/art galleries, authentic locations, and interpretive centers) as will nature-based activities such interpretive centers) as will nature-based activities such as camping, hiking, and nature touring.as camping, hiking, and nature touring.

• Groups familiar with the Commemoration exhibit a high propensity to visit Montana and Lewis & Clark sites/events in Montana compared with other trail states.

Recommendations• The Interest and Awareness study results support The Interest and Awareness study results support

previous visitor projections for the Lewis & Clark previous visitor projections for the Lewis & Clark Bicentennial Commemoration in Montana.Bicentennial Commemoration in Montana.

• Market the Commemoration to disperse visitation over a four-year period and throughout Montana to disperse negative environmental and social impacts while making the positive economic impacts more widespread.

• Plan infrastructure and visitor services to meet needs Plan infrastructure and visitor services to meet needs of visitors.of visitors.

• Continue to conduct national research related to Lewis & Clark to update visitation figures as the Commemoration draws nearer.

Recommendations (cont’d)

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Base Visitation

4-Year Scenario With L&C Increase

2-Year Scenario With L&C Increase

Can Montana Handle 8.9 Million Additional Visitors?

Based on a June 1- October 31 visitation season and the Based on a June 1- October 31 visitation season and the 4-year projection, increases over base visitation are:4-year projection, increases over base visitation are:

Individuals Statewide Groups Statewide*

Total Season Per Day Total Season Per Day

2003 1.4 million 9,150 583,333 3,813

2004 2.1 million 14,379 875,000 5,991

2005 3.2 million 20,915 1.3 million 8,715

2006 2.1 million 14,379 875,000 5,991

* Based on group size of 2.4 people.

Thank you!

Please visit www.forestry.umt.edu/itrr to download this presentation or call

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