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DURHAM DAY-TRIP REPORTPrepared For:Durham Convention & Visitor’s Bureau
Prepared By:D.K. Shifflet & Associates Ltd.April 2003
D.K. Shifflet & Associates Ltd. 2
BACKGROUND & PURPOSEPURPOSE: To augment the projection of day trips within a 50 mile radius of Durham County. The new definition of travel now includes all Overnight trips and Day Trips, regardless of distance traveled.
This Day Trip study was conducted over the course of 12 months among travelers and non-travelers within both a 0 to 50 mile radius and a 51 to 100 mile radius of Durham County.
The Durham Convention & Visitors Bureau is participating in this study to better understand the travel behaviors and characteristics of its actual and potential day trip market within the two radii of Durham County, as well as how they compare to those of other cities.
D.K. Shifflet & Associates Ltd. 3
SPECIFIC OBJECTIVESTo better estimate the number (visitor volume) and travel spending of day trippers that visit Durham County by accounting for those travelers within 0 to 50 miles of Durham County.
To profile the Durham day trip leisure traveler so that more effective marketing communications can be developed to increase visitation
To better understand Durham’s day trip visitor through awareness, attitudinal, and psychographic questions
D.K. Shifflet & Associates Ltd. 4
SPECIFIC OBJECTIVESSpecific Information Collected
Consideration of other destinations among Durham visitors and non-visitors for day trips
Number of past month and past three month day trips taken Number of destinations traveled for day trips Trip purpose Activity participation Spending by category Main mode of transportation Party size and composition Satisfaction and value ratings Ratings of destination specific attributes Psychographic battery Awareness of Durham attractions and visitation to Durham attractions Reasons for not visiting Durham Full demographic profiles
D.K. Shifflet & Associates Ltd. 5
Leisure72%
Business28%
(millions)
ON Busines
s7%
Overnight19%
ON Business37%
ON Leisure63%
Day81%
Durham Person-Trip Volume
D.K. Shifflet & Associates Ltd. 6
3.152.83
3.23 3.313.63 3.63
1.74
1.40
1.56 1.571.39 1.40
1997 1998 1999 2000 2001 2002
Leisure Business
(millions of Person-Trips)
4.894.23
4.79 4.88 5.02 5.03
Durham Volume Summary
D.K. Shifflet & Associates Ltd. 7
0.83 0.81 0.85 0.88 0.89 0.97
4.053.41
3.94 3.99 4.13 4.06
1997 1998 1999 2000 2001 2002
Overnight Day-Trip
(millions of Person-Trips)
4.894.23
4.79 4.88 5.02 5.03
Durham Volume Summary
D.K. Shifflet & Associates Ltd. 8
0.47 0.46 0.49 0.51 0.530.61
0.36 0.350.36 0.37 0.35
0.36
1997 1998 1999 2000 2001 2002
Overnight Leisure Overnight Business
(millions of Person-Trips)
0.83 0.810.85 0.88 0.89
0.97
Durham Overnight Volume Summary
D.K. Shifflet & Associates Ltd. 9
Durham Volume % Change2000 to 2001 and 2001 to 2002(in Person-Trips)
Travel Segment % change 01-02
% Change
00-01 Total 0.3% 2.9%
Business 0.8% -11.5%
Leisure 0.1% 9.7%
Day -1.6% 3.5%
Overnight 9.5% 0.2%
Overnight Business 1.7% -5.5%
Overnight Leisure 14.6% 4.4%
D.K. Shifflet & Associates Ltd. 10
$280 $253$299
$364 $393 $388
$354$305
$285
$277 $257$216
1997 1998 1999 2000 2001 2002
Leisure Business
(millions of $)
$634.8
$558.0$583.7
$641.2 $649.6$604.6
Durham Direct Spending Summary
D.K. Shifflet & Associates Ltd. 11
$476 $439 $451 $469 $475 $454
$159
$119 $133$172 $174
$151
1997 1998 1999 2000 2001 2002
Overnight Day-Trip
(millions of $)
$634.8
$558.0$583.7
$641.2 $649.6$604.6
Durham Direct Spending Summary
D.K. Shifflet & Associates Ltd. 12
Day Trip DistributionDurham vs. Other Cities in Person-Trips
38%
62%
Durham Other City
D.K. Shifflet & Associates Ltd. 13
Day Trip Capture Rates by RadiiDurham vs. Other Cities in Person-Trips
53%47%
82%
18%
Went to Durham for Day Trip Went to Other City for Day Trip
0-50 Miles 51-100 Miles
D.K. Shifflet & Associates Ltd. 14
Where do Frequent Day Trippers Come From?
79%
21%
49%51%
0-50 Miles 51-100 Miles
Frequent Infrequent
The area contained within 0 to 50 miles of Durham County provides the lion’s share (79%) of frequent day trippers in the area.
D.K. Shifflet & Associates Ltd. 15
DAY TRIP DESTINATION BY COMMUNITY
38%
33%
27%
25%
19%
16%
14%10%
4%
7%9%
DURHAM Raleigh Greensboro Chapel Hill Charlotte Winston-Salem, Incl.Kernersville
Fayetteville High Point Roanoke Pinehurst Wilmington
Durham was the most visited destination for a day trip in the past 12 months.
D.K. Shifflet & Associates Ltd. 16
DESTINATION CONSIDERATIONCITIES
69%
62%
14%12%
10%
20%21%
28%30%
34%
51%
7%
19%17%
18%
26%
14%
38%
35%
22%
42%
15%
Durham Raleigh Chapel Hill Greensboro Charlotte High Point Incl.Jamestow n
Winston-Salem, Incl.Kernersville
Pinehurst /Southern Pines
Wilmington Fayetteville,Incl. Ft. Bragg
Roanoke
Durham
Other Cities
Well over two-thirds (69%) of those who visited Durham for a day trip in the past month actually considered visiting Durham in the past year, while only 15% of day trippers to Other Cities considered Durham for a day trip in the past year.
D.K. Shifflet & Associates Ltd. 17
CONSIDERATION of DURHAM FOR DAY TRIP in Past 12 Monthsby Day Trip Segment
36%
69%
35% 37%32%
38%37%
21%
46%
16%
Total DurhamVisitor
Other CityVisitor
0 to 50Miles
51 to 100Miles
Gen-X Boomers Seniors Male Female
Consideration was highest in the closer in radius of 0 to 50 miles than in the 51 to 100 mile radius.
D.K. Shifflet & Associates Ltd. 18
What Destinations Did Day Trippers Visit in the Past Month?
24%
13%
2% 1%4%
4%
5%5%6%
10%
DURHAM Raleigh Greensboro Chapel Hill Winston-Salem
Roanoke Charlotte Fayetteville High Point Pinehurst
Durham was the most visited destination for a day trip in the past month.
D.K. Shifflet & Associates Ltd. 19
CONSIDERATION IN PAST 12 MONTHS VS. VISITATION IN PAST MONTH AMONG TOTAL DAY TRIPPERS
33%
38%
9%7%
4%
10%14%
16%19%
25%27%
14%
18%
10%
19%16%
24%
35%33%
35%36%
50%
Raleigh Durham Greensboro Chapel Hill Charlotte Winston-Salem
Fayetteville High Point Roanoke Pinehurst /S. Pines
Wilmington
VisitedConsidered
Durham was the only city to have a higher visitation rate than consideration rate.
D.K. Shifflet & Associates Ltd. 20
Ratio of Visitation to Consideration by City
Visitation Consideration RatioDurham 38% 36% 106%Fayetteville 14% 16% 88%Greensboro 27% 35% 77%Chapel Hill 25% 33% 76%Raleigh 33% 50% 66%Winston-Salem 16% 24% 67%Roanoke 9% 14% 64%Charlotte 19% 35% 54%High Point 10% 19% 53%Wilmington 4% 10% 40%Pinehurst 7% 18% 39%
Durham had the second highest rates of consideration and visitation behind Raleigh.
D.K. Shifflet & Associates Ltd. 21
Where Else Did Durham Day Trippers vs. Other City Day Trippers Go for Day Trips?
100%
46%
7% 7%11%
11%
12%
19%
28%
45%
7%3%
15%20%
9%
20%27%
13%
26%
0%
Durham Raleigh Chapel Hill Greensboro Charlotte High Point Winston-Salem
Fayetteville Pinehurst Wilmington
Durham
Other Cities
D.K. Shifflet & Associates Ltd. 22
Average Number of Day Trips Taken to Individual Cities in Past Month vs. Past 3 Months
2.0 1.92.3
2.1 2.12.6
1.9 2.02.2
2.5
3.4
3.84.2
3.3
3.9
3.2
2.8
3.5 3.7
5.2
Chapel Hill Charlotte Durham Fayetteville Greensboro High Point Pinehurst Raleigh Roanoke Winston-Salem
Past Month Past Three Months
Durham day trippers made 2.3 trips to Durham in the past month and 4.2 day trips in the past three months.
D.K. Shifflet & Associates Ltd. 23
Day Trip Age Distribution
27%
47%
2%
23%
5%
22%
47%
26%
18 to 34 35 to 54 55 to 74 75 +
Durham Other City
The majority of Durham day trippers were Baby Boomers ages 35 to 54.
D.K. Shifflet & Associates Ltd. 24
Day Trip Age Distribution
26%
47%
29%
22%
5%4%
22%
3%
23%
49%
25%
44%
18 to 34 35 to 54 55 to 74 75 +
Total 0-50 51-100
Age distribution was similar regardless of distance.
D.K. Shifflet & Associates Ltd. 25
Day Trip Educational Level Distribution
15%19%
29%
37%
12%
31%35%
22%
No College Some College CollegeGraduate
Post CollegeDegree
Durham Other City
Durham day trip visitors achieved higher education levels than did day trippers to other cities.
D.K. Shifflet & Associates Ltd. 26
Day Trip Educational Level Distribution – Durham Total vs. Durham 0-50
15%19%
29%
37%
19%
34%29%
18%
No College Some College CollegeGraduate
Post CollegeDegree
Durham Total Durham 0-50
Travelers from within the 0-50 mile radius of Durham County had not achieved as high educational levels as did day trippers from outside the 50 mile radius.
D.K. Shifflet & Associates Ltd. 27
Day Trip Employment Status Distribution
14%
57%
28% 29%
58%
13%
Part-Time Full-Time Not Employed
Durham Other City
D.K. Shifflet & Associates Ltd. 28
Day Trip Employment Status Distribution – Durham Total vs. Durham 0-50
14%
57%
28% 29%
59%
12%
Part-Time Full-Time Not Employed
Durham Total Durham 0-50
D.K. Shifflet & Associates Ltd. 29
Day Trip Number in Household Distribution
14%
42%
10%16%
19%
9%
18%
30%30%
12%
One Two Three Four Five or More
Durham Other City
Average Durham: 2.7 Persons per Household
Average Other Cities: 2.9 Persons per Household
D.K. Shifflet & Associates Ltd. 30
Day Trip Number in Household Distribution – Durham Total vs. Durham 0-50
14%
42%
10%16%
19%
8%14%
28%
36%
15%
One Two Three Four Five or More
Durham Total Durham 0-50
Average Durham Total: 2.7 Persons per Household
Average Durham 0-50: 2.7 Persons per Household
D.K. Shifflet & Associates Ltd. 31
Durham Day TripChildren in Household
Under 6 Years19%
Ages 6-1219%
Under Age 6 21%
No Children 58%
Ages 13-1712%
Children 42%
D.K. Shifflet & Associates Ltd. 32
Other City Day TripChildren in Household
Under 6 Years16%
Ages 6-1224%
Under Age 6 19%
No Children 53%
Ages 13-1720%
Children 47%
D.K. Shifflet & Associates Ltd. 33
Annual Household Income Distribution
20%25%
8%12%13%
21%
2%5%
13%
24%
39%
18%
Under$25K
$25K -$49,999
$50K -$74,999
$75K -$99,999
$100K -$149,999
$150K orMore
Durham Other City
Average Durham: $66,000 per year
Average Other Cities: $52,300 per year
Average annual household income levels were higher among Durham day trippers than among day trippers to Other Cities.
D.K. Shifflet & Associates Ltd. 34
Annual Household Income Distribution – Durham Total vs. Durham 0-50
20%25%
8%12%13%
21%
6%9%12%
25%
33%
15%
Under$25K
$25K -$49,999
$50K -$74,999
$75K -$99,999
$100K -$149,999
$150K orMore
Durham Total Durham 0-50
Average Durham Total: $66,000 per year
Average Durham 0-50: $61,700 per year
Durham travelers in total are slightly more wealthy than those that live within 0 to 50 miles of the county border.
D.K. Shifflet & Associates Ltd. 35
Gender of Day Trippers
47% 47%53%
49%44%
47%44%
50%47%
51%56%
53%56%
50%53%53%
DurhamTotal
Durham0-50
OtherCity
FrequentInfrequent Gen-X Boomers Seniors
Male Female
D.K. Shifflet & Associates Ltd. 36
Purpose of Tripamong Durham Day Trippers
10%
40%
9%
17%
25%
Business Only Leisure Only Business andLeisure
Personal Only No Response
Leisure travel dominated the day trip market in terms of purpose of stay in terms of Leisure only trips and combined Leisure / Business trips.
D.K. Shifflet & Associates Ltd. 37
Average Number of People on Day Trip by Destination City
2.63.0 3.0
2.6 2.5 2.52.4
2.6
3.8
3.1
Chapel Hill Charlotte Durham Fayetteville Greensboro High Point Pinehurst Raleigh Roanoke WinstonSalem
Durham was most similar to Charlotte and Roanoke in terms of the average number of people on the day trip.
D.K. Shifflet & Associates Ltd. 38
Day Trip Travel Party CompositionDurham vs. Other Cities
10%
36%
9%
23% 22%
10%
25%
9%
20%
35%
Adult Traveling Alone Couple 2 Males or 2 Females 3 or More Adults Family
Durham Other Cities
Durham had a significantly higher share of Couples and lower share of Families than did Other Cities.
D.K. Shifflet & Associates Ltd. 39
Day Trip Travel Party CompositionDurham Total vs. Durham 0-50
10%
36%
9%
23% 22%
12%
29%
10%
23%
27%
Adult Traveling Alone Couple 2 Males or 2 Females 3 or More Adults Family
Durham Total Durham 0-50
Durham day trippers from 0 to 50 miles from Durham County were more likely to be traveling as a Family and less as a Couple than were travelers from outside the 50 mile radius.
D.K. Shifflet & Associates Ltd. 40
Satisfaction vs. Value: Day Trip Travel
Senior Day-Trips
Boomer Day-Trips
Gen-X Day-Trips
Day-Trips of 51-100 miles
Day Trips of 0-50 miles
Day Trips to Other CitiesDurham Day-Trips
Total Day-Trips
52%
55%
58%
61%
64%
67%
70%
70% 72% 74% 76% 78% 80% 82%
Satisfaction Ratings (%8-10)
Va
lue
Ra
ting
s (%
8-1
0)
Satisfaction and Value Ratings Among Day Trip Travelersin Person-Trips
Durham Day Trippers reported average value ratings and slightly below average satisfaction ratings.
D.K. Shifflet & Associates Ltd. 41
Activity ParticipationDurham vs. Other City Day Trippers
16%
8%
10%
5%
10%
4%
8%
11%
10%
41%
39%
9%
10%
10%
13%
15%
16%
16%
19%
21%
35%
41%
57%55%
0% 10% 20% 30% 40% 50% 60%
Touring / Sightseeing
Nat'l / State Parks
Festival, Craft Fair
Nature/Culture/Eco Travel
Concert, Play, Dance
Hike, Bike, etc.
Night Life
Museum, Art Enhibit
Watch Sports Event
VFR
Fine Dining
Shopping
Other City Durham
D.K. Shifflet & Associates Ltd. 42
Activity as Primary Reason for Day Trip to Durham vs. Other City
4.0%
6.0%
3%
3.0%
5.0%
5%
3.0%
3.0%
4%
4.0%
13.0%
31.0%
2%
2%
5%
5%
5%
7%
7%
8%
10%
14%
14%
25%
29%28.0%
0% 5% 10% 15% 20% 25% 30% 35%
Festival, Craft Fair
Touring / Sightseeing
Night Life
Nat'l / State Parks
Beach / Waterfront
Concert, Play, Dance
Nature/Culture
Hike/Bike
Museum, Art Enhibit
Watch Sports Event
Fine Dining
VFR
Shopping
Other City Durham
D.K. Shifflet & Associates Ltd. 43
DAY TRIPPERS STATED IMPORTANCE vs. PERFORMANCEOF DESTINATION ATTRIBUTES – Durham
69%
57%
49%
49%
48%
42%
36%
25%
21%
19%
9%
9%
7%
7%
69%
61%
44%
61%
40%
48%
35%
28%
39%
30%
23%
18%
22%
16%
0% 10% 20% 30% 40% 50% 60% 70%
Affordable to Get To
Restaurants
Scenic Beauty
Weather
Unique Sense of Place
Friendliness of Res
Beaches / Waterfront
Theme Parks/Child Attractions
Nat'l State Parks
Night Life
Hiking / Biking Trails
Fishing / Hunting
Boating
Golf Courses
Gambling
ImportancePerformance
D.K. Shifflet & Associates Ltd. 44
DAY TRIPPERS STATED IMPORTANCE vs. PERFORMANCEOF DESTINATION ATTRIBUTES – Other Cities
68%
57%
54%
51%
43%
38%
35%
30%
27%
23%
22%
15%
13%
10%
7%
70%
54%
49%
59%
51%
27%
52%
29%
24%
30%
25%
22%
20%
12%
16%
0% 10% 20% 30% 40% 50% 60% 70%
Affordable to Get To
Restaurants
Scenic Beauty
Weather
Unique Sense of Place
Beaches / Waterfront
Friendliness of Res
Nat'l State Parks
Theme Parks/Child Attractions
Hiking / Biking Trails
Fishing / Hunting
Boating
Night Life
Gambling
Golf Courses
ImportancePerformance
D.K. Shifflet & Associates Ltd. 45
DAY TRIPPERS STATED IMPORTANCEOF DESTINATION ATTRIBUTES – Durham vs. Other CitiesWHEN PLANNING A DAY TRIP IN GENERAL
69%
57%
49%
49%
48%
36%
42%
21%
25%
9%
9%
7%
19%
0%
7%
68%
57%
54%
51%
43%
38%
35%
30%
27%
23%
22%
15%
13%
10%
7%
0% 10% 20% 30% 40% 50% 60% 70%
Affordable to Get To
Restaurants
Scenic Beauty
Weather
Unique Sense of Place
Beaches / Waterfront
Friendliness of Res
Nat'l State Parks
Theme Parks/Child Attractions
Hiking / Biking Trails
Fishing / Hunting
Boating
Night Life
Gambling
Golf Courses
DurhamOther City
D.K. Shifflet & Associates Ltd. 46
DAY TRIPPERS PERFORMANCEOF DESTINATION ATTRIBUTES – Durham vs. Other Cities
69%
61%
61%
48%
44%
40%
39%
35%
30%
28%
23%
22%
18%
16%
0%
70%
54%
59%
52%
49%
51%
29%
27%
20%
24%
30%
22%
25%
16%
12%
0% 10% 20% 30% 40% 50% 60% 70%
Affordable to Get To
Restaurants
Weather
Friendliness of Res
Scenic Beauty
Unique Sense of Place
Nat'l State Parks
Beaches / Waterfront
Night Life
Theme Parks/Child Attractions
Hiking / Biking Trails
Boating
Fishing / Hunting
Golf Courses
Gambling
DurhamOther Cities
D.K. Shifflet & Associates Ltd. 47
Cluster Group DistributionDurham vs. Other City in Person-Trips
35%
65%
35%
65%58%
42%
Durham Other City
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
Insecure Price Shoppers comprised the highest share of Durham day trip travelers.
D.K. Shifflet & Associates Ltd. 48
Day Trip Capture Rates by RadiiCluster Groups in Person-Trips
64%
36%
59%
41%27%
73%
0-50 Miles 51-100 Miles
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
Each cluster originated primarily within the 0 to 50 mile radius of Durham. Insecure Price Shoppers claimed the highest share of 0 to 50 mile day trippers.
D.K. Shifflet & Associates Ltd. 49
Party and Respondent Spending by Cluster* in Person-Trips
$286
$380
$448
$308
$224$223
Outdoor Lovers Insecure PriceShoppers
People ConnectionSeekers
People Connection Seekers are the biggest spenders, both in terms of the individual respondent and their entire travel party.
*NOTE: Figures have been aggregated. A subsequent graph to be delivered with the final report will follow that contains averages calculated by taking into account where respondents spent $0 in various categories.
D.K. Shifflet & Associates Ltd. 50
Cluster Age Distribution in Person-Trips
36%
47%
27%
45%
27%17% 18%
59%
23%
Gen-X Baby Boomers Seniors
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
Each cluster is primarily composed of Baby Boomers, with Insecure Price Shoppers dominating the Baby Boomer segment. People Connection Seekers are morelikely to be Seniors, while Outdoor Lovers are more likely to be Gen-Xers.
D.K. Shifflet & Associates Ltd. 51
Cluster Gender in Person-Trips
64%
36%34%
66%
39%
61%
Male Female
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
People Connection Seekers were primarily Female, while the other clusters were comprised primarily of Male travelers.
D.K. Shifflet & Associates Ltd. 52
Cluster Consideration vs. Visitation in Person-Trips
36%
31%36% 35%
42%
35%
Outdoor Lovers Insecure PriceShoppers
People ConnectionSeekers
Considered Durham in Past Year Visited in Past Month
D.K. Shifflet & Associates Ltd. 53
Average Number of People and Trips in Person-Trips
3.3 3.7
9.1
4.1 3.92.82.02.2
3.7
Outdoor Lovers Insecure PriceShoppers
People ConnectionSeekers
Average Number of People on TripsAverage Number of Trips in Past MonthAverage Number of Trips in Past 3 Months
Outdoor Lovers were the most frequent travelers, while Insecure Price Shoppers had the most people on the trip.
D.K. Shifflet & Associates Ltd. 54
Travel Party Composition in Person-Trips
16%
28%
9%
26%
9%
23%
33%32%
15%
10%
32%
19%
15%
24%
9%
AdultTraveling
Alone
Couple 2 Males or 2Females
3 or MoreAdults
Family
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
D.K. Shifflet & Associates Ltd. 55
Activity Participationamong Cluster Groups
16%
18%
14%
30%
45%
69%
5%
9%
7%
30%
28%
52%
20%
11%
19%
47%
48%
65%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Touring/Sightseeing
Watch Sports Event
Museum, Art Exhibit
VFR
Fine Dining
Shopping
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
D.K. Shifflet & Associates Ltd. 56
Activity Participation (Con’t)among Cluster Groups
10%
18%
8%
14%
10%
9%
10%
8%
6%
15%
7%
12%
5%
6%
4%
8%
10%
4%
13%
6%
11%
12%
14%
12%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Nature / Culture
Hike, Bike
Beach / Waterfront
Parks
Attend Show
Festival / Craft Fair
Night Life
Concert / Play / Dance
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
D.K. Shifflet & Associates Ltd. 57
Activity as Primary Reason for Tripamong Cluster Groups
4%
7%
4%
10%
10%
14%
24%
27%
12%
5%
1%
3%
3%
6%
17%
38%
4%
8%
5%
7%
7%
13%
34%
31%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Hike, Bike
Beach / Waterfront
Concert, Play, Dance
Museum, Art Exhibit
Watch Sports Event
Fine Dining
VFR
Shopping
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
D.K. Shifflet & Associates Ltd. 58
Satisfaction and Valueby Cluster Group
OutdoorLovers
InsecurePrice
Shoppers
PeopleConnection
Seekers% HighSatisfaction
68% 64% 87%
% High Value 60% 51% 66%
D.K. Shifflet & Associates Ltd. 59
DESTINATION FEATURESEVER VISITED among Cluster Groups
66%
50% 50%55%
34%37%
27%22%
74%
46%
52%
40%
26%
19%
27%24%
46%
32%35%
39%
31%28%
25%
54%
RTP MoreheadPlanetarium
Mus. Of Life &Science
Dean SmithCenter
NC Museum ofHistory
Discovery Place Carolina Theatre Duke U.Basketball
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
D D D D
D = Durham Attraction
D.K. Shifflet & Associates Ltd. 60
DESTINATION FEATURESEVER VISITED (Con’t) among Cluster Groups
32%
22%
25%
10%
13%
19%
16%
7%
24%
32%
22%
17%
12%
5%
12%
1%
19%
12%14%
16%
11%
8% 9%
27%
Streets atSouthpoint
Brightleaf Dist. Eno River StatePark
DukeHomestead
Exploris Mint Museum ofArt
Bennett Place SE Center forContemporary
Art
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
DD D
D = Durham Attraction
D D
D.K. Shifflet & Associates Ltd. 61
DESTINATION FEATURESEVER VISITED (Con’t) among Cluster Groups
12%
3% 3% 3%
6%
2%
1%
0%
5%
4%
0%
7%
American Dance Festival Furniture Discovery Center Historic Stagville Hayti Heritage Center
Outdoor Lovers Insecure Price Shoppers People Connection Seekers
D D
D = Durham Attraction
D