Boulder Convention & Visitors Bureau Web Survey 2005 · 2011-05-29 · phrases would you use to describe what you expected Boulder would be like? After your visit, what would you

Boulder Convention & Boulder Convention & Boulder Convention & Visitors Bureau Visitors Bureau Visitors Bureau

Web Survey 2005Web Survey 2005Web Survey 2005

February 16, 2006

Presentation Overview

Key Findings and Highlights

Background and Methodology

Trip Characteristics

Impressions of Boulder

Demographics and Geographic Origin

Review of 2001 Survey Results

Observations/Implications

Key Findings and HighlightsSurvey was designed to gather facts about those who requested Boulder information65 percent indicated they did visit Boulder after receiving the informationTravelers indicated an average length of stay of 3.5 nights, with an average party size of 3.0 peopleHalf were first time visitors to the area

Key Findings and HighlightsTop activities while in town include dining, Pearl Street, shopping, and hikingGeneral recreation was the top reason for visiting Boulder, followed by visiting family or friendsTotal spending averaged $1,191 per party (median of $725)Top states for visitors were California, Wisconsin, Illinois, Colorado, Texas, and New Jersey

Key Findings and HighlightsVisitors tend to be families or empty nesters, a bit older, and more affluent compared to those who did not visitSatisfaction with the experience and intent to return were both very highMost inquirers who did not visit either have a definite trip planned or are considering a trip in the next year










Invitation to web survey sent in October 2005 to CVB database of 5,450 email addresses Those in the database had requested information about Boulder via the CVB website or telephone callIncentive of one of four $100 gift certificates to L.L. Bean offered491 valid survey responses received









Reason for Information RequestMost had already decided to visit Boulder

58%

13%

9%

5%

2%

14%

65%

35%

0% 10% 20% 30% 40% 50% 60% 70%

Definitely decided to take a trip to or through Boulder

Considering a trip to or through Boulder

Definitely decided to take a trip to or through Colorado

Considering a trip to or through Colorado

Might be interesting in visiting someday

Other

Yes

No

What was the main reson you requested the information about Boulder?

Have you visited Boulder since receiving the information?

Purpose of Trip to BoulderGeneral vacation/recreation and visiting family/ friends are most important reasons for visiting

44%

24%

20%

12%

8%

3%

42%

16%

20%

14%

10%

2%

48%

32%

18%

10%

5%3%

33%

37%

33%

11%

4%7%

0%

10%

20%

30%

40%

50%

60%

Generalvacation/recreation

Visiting family and/orfriends

Other Special event (sports,cultural, etc)

Businessconvention/conference

General Business

Perc

ent R

espo

ndin

g

OVERALL

First visit

1-5 visits

More than five visits

Travel Party CharacteristicsMost were with a spouse/partner and/or kids

65%

37%

20%

15%

8%4% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Spouse/partner

Children Myself only Other family Friends Group/club/organized trip

Other

Perc

ent R

espo

ndin

g Average party size = 3.0Median party size = 2.0

Trip CharacteristicsAverage length of stay was 3.5 nights, compared to 4.3 nights recorded on Downtown Mall survey (same median of 3 nights)15% said they passed through on a day trip onlyAverage travel party size was 3.0 persons, similar to the 2.8 recorded on the Downtown Mall survey (same median of 2 persons)Majority (63%) indicated that Boulder was their primary destination on their trip, with the remaining 37% saying it was a stop on a longer tripAbout half (53%) were making their first trip to Boulder; 21% had made one prior visit

Activities while in Boulder (1 of 2)

Dining, Pearl Street, Shopping most popular86

%

81%

67%

47%

38%

29%

26%

21%

90% 93

%

75%

44%

32% 34

%

25%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Dined in localrestaurants

Walked/shopped/

dined on PearlStreet Mall

Shopped inBoulder

Hiking VisitedCelestial

Seasonings

VisitedChautauqua

Park

University ofColorado-

related leisureactivities

Nightentertainment/

bands/ bars

Perc

ent R

espo

ndin

g

Which leisure activities wereyou CONSIDERINGparticipating in on your visit?

Which leisure activities didyou ACTUALLY participate inon your visit?

Activities while in Boulder (2 of 2)

Other activities experienced lower participation17

%

16%

15%

15%

14%

13%

9%

2%

21%

15%

12%

19%

19%

9%

6%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Attended specialevent or festival

Sightseeing atNCAR

Attended culturalevent (play,

concert, etc.)

Other Visited theFarmer's Market

Attended sportingevent(s)

Mountain Biking None/ passedthrough only

Perc

ent R

espo

ndin

g

Which leisure activities wereyou CONSIDERINGparticipating in on your visit?

Which leisure activities didyou ACTUALLY participate inon your visit?

Interest in Activities (1 of 2)

Attractions/museums was top activity respondents mentioned in the initial information request

77%

71%

65%

64%

62%

61%

55%

54%

45%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Attractio

ns & Muse

ums

Scenic D

rives

Dining &

Nightlife

Day Trips

Festiva

ls/Spec

ial Even

ts

Biking/H

iking

Arts & Cultu

re

Lodgin

g

Tours

Music/T

heater

Perc

ent R

espo

ndin

g

Interest in Activities (2 of 2)

Specific activities like glider rides, fly fishing, and golf were less popular

35%

32%

27%

24%

24%

23%

23%

15%

14%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Kayakin

g/Rafti

ng

Horseba

ck

Campin

gChild

ren's A

ctivitie

s

Skiing

Hot Air B

allooni

ng

Rock Clim

bing

Glider R

ides

Fly Fish

ing Golf

Perc

ent R

espo

ndin

g

Spending PatternsAverage total spending of $1,191 per party (median: $725)Downtown Mall survey overnight visitors averaged $735 in total spending (median: $528)A greater proportion of Downtown Mall visitors were staying with friends or family (48% versus 24%), reducing the contribution of lodging expenditures to total expenditures









Impressions of BoulderOverall, very positive perceptions of Boulder

Before your visit to Boulder, what words or phrases would you use to describe what you

expected Boulder would be like?After your visit, what would you tell a friend

about Boulder?Relaxing, near out-of-doors areas Same as above. More nice shopping areas

than the last time.Fantastic scenery, vibrant, artsy, college town, sunny, friendly, environmentally concerned residents

Just a beautiful town - Recommend Pearl Street Mall, great bookstore! The college campus is absolutely beautiful, lots of bicyclers, People of all ages, the Dushanbe Teahouse is a must

Nice college town One of the best places I have ever been, not to be missed

Beautiful, mountainous, rugged Quaint college town with so many outdoor things to do

Just a suburb of Denver Very unique town, very personable.Very liberal Not as liberal as I thought it would be. And

very pretty place.A college town Much more than expected. A great place to

visitMountain town Way to busy. The hiking was like a freeway.

Shopping (grocery) expensive.College town I loved it; very eclectic, artsy, laid back,

beautiful setting.

Impressions of BoulderSome comments about expense and crowding

Before your visit to Boulder, what words or phrases would you use to describe what you

expected Boulder would be like?After your visit, what would you tell a friend

about Boulder?Western type town, old buildings, quaint Modern town, very busy, huge marketSkiing town There are multiple varieties of things to do.Cold and snowy Absolutely beautifulKnew nothing. Awesome!!!!I expected Boulder to be beautiful Boulder and the vicinity were awesome,

beyond words. Many things to see and doEarthy Nature Expensive Healthy FunMountainous, beautiful, outdoor oriented Pretty much the same thing - it was exactly as

I expected.Fun, exciting Words or pictures cannot describe just how

breath taking it is. You have to see it to believe it.

front door to the mountains Many exceptional trails, but be aware of parking usage fees and overcrowding. Very clean and good organic food stores.

Expected upbeat college town atmosphere with beautiful scenery

Very friendly, interesting place. Would be a wonderful place to live

General CommentsVarious comments from visitors

Would love to visit again and have told many others about the city and areaIf we had the money, we would definitely visit our friends and stay in Boulder againPeople could be friendlier to visitors. My general experience was that most people didn’t care enough to help or guide a visitorBoulder was a very comfortable place to visit and we felt very healthy thereGreat city!Fittest people in any city I’ve been toJust such a wonderful experience that I wish to return

Likelihood of Return in Next YearLikelihood of return high, particularly for those who have visited before

15%19%

11%

4%8%

13%

3% 4%

17%20%

16%

4%

18% 19%

14%

26%

42%

29%

55%

63%

3.63.3

4.0

4.4

0%

10%

20%

30%

40%

50%

60%

70%

OVERALL First visit 1-5 visits More than five visits

Perc

ent R

espo

ndin

g

0

1

2

3

4

5

Average Score

1 - Definitely not23 - Maybe45 - Definitely willAverage (right scale)

Non-Visitor Questions35% are considering a trip in the next year

35%

18%

14%12%

8%7%

5%

1%0%

5%

10%

15%

20%

25%

30%

35%

40%

Am considering atrip for later this

year or next

Have a definitetrip planned forlater this year or

next

Was considering atrip, but wasunable to go

Was considering atrip, but decided to

go somewhereelse

Other Had decideddefinitely to go butwas unable to go

Was considering atrip, but decidednot to take a trip

at al

Did not have anyintention of visiting

Perc

ent R

espo

ndin

g









Respondent Demographics28

%

72%

0%

2%

16%

22%

37%

20%

3%

33%

67%

1%

5%

17%

25%

35%

18%

0%0%

10%

20%

30%

40%

50%

60%

70%

Male Female Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74

Perc

ent R

espo

ndin

g

Yes, visited Boulder since requesting info

No, have not visited Boulder

Average Age of visitors: 45.7 years (median: 47)

Averaga age of non-visitors: 43.1 years (median: 45)

80%

Females dominate the respondent group

Respondent Demographics15

% 16%

38%

31%

4%

15%

20%

23%

16%

10%

7%

5%

21%

24%

34%

21%

12%

21%

20%

17%

11%

7%

11%

3%

0%

5%

10%

15%

20%

25%

30%

35%

Single,

no chi

ldren

Couple,

no chi

ldren

Househo

ld with

kids

Empty-ne

ster

$0-25K

$25-50

K

$50-75

K

$75-10

0K$10

0-125K

$125-1

50K$15

0-200K

$200K

+

Perc

ent R

espo

ndin

g



40%

Families are largest group, though less than half

Geographic Origin7.6

%

3.6%

5.6%

5.6%

3.6%

2.6%

3.6%

3.6%

2.6%

1.3%

3.0%

2.0%

3.6%

10.2%

3.6%

2.4%

3.6%

4.8%

1.8%

1.8%

1.8%

4.2%

0.6%

2.4%

0%

2%

4%

6%

8%

10%

New York

CityLos

Angeles

Chicago

Denver

Boston

Washing

ton, D

C

Milwaukee

Philadel

phia

Atlanta

Kansas

City

Baltimore

Phoenix

Perc

ent R

espo

ndin

g



12%NYC is biggest market for visitors

Geographic Origin (all inquiries)NYC is also largest market for all inquirers (Feb 2004 to July 2005); other top markets similar

5.3%

4.3%

4.2%

3.8%

2.5%

2.5%

2.3%

2.2%

2.2%

2.1%

1.8%

1.7%

1.7%

1.7%

0%

1%

2%

3%

4%

5%

6%

New York

City

Chicago

Denver

Los Ange

lesPhila

delphi

a Wash

ington

, DC

Minneap

olis - S

aint P

aul

Boston

San Fran

cisco

- Oakl

andDalla

s - Fort

Worth

Houston

Atlanta

Kansas

City

Phoenix

Perc

ent R

espo

ndin

g

Geographic Origin7.9

%

6.9%

4.9%

6.9%

6.6%

3.9% 4.6

%

3.3% 4.3

% 4.9%

4.3%

2.6% 3.6

%

3.3%

2.6%

2.3%

2.0% 2.3%

16.3%

4.2%

7.8%

4.2%

3.0%

5.4%

3.0%

4.8%

3.6%

1.8% 3.0

%

4.8%

2.4% 3.0

%

1.8%

3.6%

3.6%

3.0%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Californ

iaWisc

onsin

Texas

Illinois

Colorad

o

OhioPenn

sylvan

iaFlori

daMass

achuse

ttsNew

Jerse

yNew

YorkVirgi

niaMary

land

Georgia

Michiga

nMinn

esota

Missour

iKans

as

Perc

ent R

espo

ndin

g



California is the biggest potential market

Geographic Origin (all inquiries)California is also the largest source for all inquirers

8.6%

7.3%

5.9%

5.8%

5.2%

4.8%

3.7%

3.4%

3.2%

3.2%

3.1%

2.7%

2.7%

2.7%

2.5%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

Californ

ia

Texas

Florida

Illinois

Colorad

oNew

YorkPenn

sylvan

ia

OhioMich

igan

Wiscons

inMiss

ouri

Minneso

ta

Virginia

Kansas

New Je

rsey

Perc

ent R

espo

ndin

g









2001 Survey ResultsA different, two-tiered methodology was employed

Brief survey administered at hotel front desks to guests checking inSurvey mailed to lodging guests after their trip

40% were visiting for business reasons, 24% for general vacation/recreationAverage party size was 2.1 persons, including 28% traveling alone (median: 2 people, same as web survey)Average number of nights was 3.6 (median 2 nights, same as web survey)Primary activities included dining (97%), Pearl Street Mall (84%), and shopping (65%)









Observations/ImplicationsWeb inquiries tend to have strong conversion and positive feedback on their experienceIdeas to motivate longer stays include targeted mailings, creative packaging, and powerful collateral information First time visitors represent an opportunity for continued visitsLeveraging visits to family and friends could also be an opportunity Visitor spending is a critical component of Boulder’s economy

ThankThankThank YouYouYou

February 16, 2006February 16, 2006February 16, 2006

Documents

Boulder Convention & Visitors Bureau Web Survey 2005 · 2011-05-29 · phrases would you use to describe what you expected Boulder would be like? After your visit, what would you