Visitation for The Lewis & Clark Bicentennial Commemoration: Round 2 Kim McMahon Institute for Tourism and Recreation Research The 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.

Methodology Gaps and Overlaps Interest and Awareness Study Assess interest and awareness of Expedition and Commemoration for entire trail.Assess interest and awareness of Expedition and Commemoration for entire trail. Rank all trail states in terms of likelihood to visit Lewis & Clark sites or attend Lewis & Clark events.Rank all trail states in terms of likelihood to visit Lewis & Clark sites or attend Lewis & Clark events. Provide travel behavior of most likely Lewis & Clark visitors.Provide travel behavior of most likely Lewis & Clark visitors. Estimation and Awareness Study Assess interest and awareness of Expedition and Commemoration for Montana.Assess interest and awareness of Expedition and Commemoration for Montana. Provide estimate of visitation to Montana for the Bicentennial Commemoration.Provide estimate of visitation to Montana for the Bicentennial Commemoration. Provide demographics of most likely Lewis & Clark visitors.Provide demographics of most 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 results (conducted by Issues & Answers).Comparison with Estimation and Awareness study results (conducted by Issues & Answers). Conclusions and Recommendations

Visitor Projections

Objectives Understand the impact of Lewis & Clark Bicentennial on visitation to each state.Understand the impact of Lewis & Clark Bicentennial on visitation to each state. Determine the level of awareness of the Lewis & Clark Expedition and trail sites. Evaluate the interest in visiting specific commemoration sites and attractions.Evaluate the interest in visiting specific commemoration sites and attractions. Profile travelers based on demographics and sources of travel information used. Evaluate and determine travelers psychographic profile.Evaluate and determine travelers psychographic profile.

Key Findings All Respondents: Awareness 86% of respondents have at least heard about the Expedition.86% of respondents have at least heard about the Expedition. 52% are very or somewhat familiar with the Expedition. 74% are not familiar with the Commemoration, 21% have heard something about it.74% are not familiar with the Commemoration, 21% 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 & Clark Expedition.9% are very interested in the story of the Lewis & Clark Expedition. 6% are very interested in visiting a Lewis & Clark site or attraction. Montana ranked fifth out of the eleven Trail states among most likely to visit behind Virginia, Washington, Oregon, and West Virginia.Montana ranked fifth out of the eleven Trail states among most likely to visit behind 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 take a vacation.89% cite having fun as the most important reason to 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 sites/churches, 43% go to beach resorts, and 43% enjoy fine dining.74% shop while on vacation, 44% visit historical sites/churches, 43% go to beach resorts, and 43% enjoy fine dining.

Key Findings All 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 begin their trip.Most rely on guidebooks and local maps once they 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 survey respondents, $36,600 for US adults.)Higher household income than US adults. ($54,350 for 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. (Median age of 49 for survey respondents vs. 46 for US adults. 30% of respondents under 40 compared to 36% of US adults.)Higher median age - smaller percentage under age 40. (Median age of 49 for survey respondents vs. 46 for US adults. 30% of respondents under 40 compared to 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 Commemoration (52% of total).Familiar with the original Expedition and/or the 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 (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 be more familiar with the original Expedition and have more interest in the story of the Expedition than total respondents.History buffs, Venturers, and older respondents tend to be more familiar with the original Expedition and have more interest in the story of the Expedition 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 site or attending a Lewis & Clark event among history buffs and those familiar with the original Expedition or the Commemoration.Stronger level of interest in visiting a Lewis & Clark site or attending a Lewis & Clark event among history buffs and those familiar with the original Expedition or the Commemoration.

Key Findings Lewis & Clark Visitors: Plan to Visit MT Respondents familiar with the Commemoration, interested in the Expedition, history buffs, and venturers are more likely to visit Montana in the next three years (for any reason) than total respondents.Respondents familiar with the Commemoration, interested in the Expedition, history buffs, and venturers are more likely to visit Montana in the next three years (for any reason) than total respondents. Likely to Visit MT in the Next 3 years Total respondents11% Familiar with Commemoration29% Interested in original Expedition17% History buffs16% Venturers17%

Key Findings Lewis & Clark Visitors: Plan to visit MT for Lewis & Clark sites/events Those familiar with the Commemoration, interested in the original Expedition, history buffs, and venturers are more likely to visit Montana for Lewis & Clark events/sites than total respondents.Those familiar with the Commemoration, interested in the original Expedition, history buffs, and venturers are more likely to visit Montana for Lewis & Clark events/sites than total respondents. Likely to Visit MT for L&C events/sites Total respondents23% Familiar with Commemoration34% Interested in original Expedition25% History buffs26% Venturers32%

Key Findings Lewis & Clark Visitors: Plan to Visit MT In all other trail states, fewer respondents plan to visit Lewis & Clark states in the next 3 years than had visited in the previous 3 years.In all other trail states, fewer respondents plan to visit Lewis & Clark states in the next 3 years than had visited in the previous 3 years. Montana was the only exception! Total Respondents Plan to visit MT in next 3 years11% Plan to visit MT in next 3 years11% Visited MT in the past 3 years11% Visited in the past 12 months 5% Visited in the past 12 months 5%

Key Findings Lewis & Clark Visitors: Awareness of MT Lewis & Clark Sites Respondents familiar with the Commemoration are more likely to have heard of the 21 listed Lewis & Clark sites.Respondents familiar with the Commemoration are more likely to have heard of the 21 listed Lewis & Clark sites. All RespondentsFamiliar w/ Commemoration Heard of Rank Heard ofRank L&C Interp. Ctr. 18% 9 62% 8 Pompeys Pillar 17%10 54% 11 Lemhi Pass 13%14 44% 14 Lolo Trail 12%15 63% 6

Key Findings Lewis & Clark Visitors: Likelihood of Visiting MT Sites Respondents familiar with the Commemoration are significantly more likely to visit Montanas Lewis & Clark Interpretive Center and Pompeys Pillar.Respondents familiar with the Commemoration are significantly more likely to visit Montanas Lewis & Clark Interpretive Center and Pompeys Pillar. All RespondentsFamiliar w/ Commemoration Likely to Visit Rank Likely to Visit Rank L&C Interp. Ctr. 13% 11 32% 6 Pompeys Pillar 13% 9 39% 4 Lemhi Pass 10% 12 21% 9 Lolo Trail 9% 15 20% 11

Key Findings Travel Lodging and Transportation 60% of all respondents would probably drive to visit a Lewis & Clark site/event.60% of all respondents would probably drive to visit a 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 bring their children.40% of respondents under 40 years old would probably 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 Findings Reasons to Vacation 36% of respondents interested in the Lewis & Clark Expedition and 38% of Venturers feel vacations are a time to gain knowledge of history and other cultures, compared to 27% of all respondents.36% of respondents interested in the Lewis & Clark Expedition and 38% of Venturers feel vacations are a time to gain knowledge of history and other cultures, 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 to 51% of total respondents, feel vacations are a time to enrich their perspective on life.75% of history buffs and 70% of Venturers, compared to 51% of total respondents, feel vacations are a time to enrich their perspective on life.

Key Findings Obtaining Travel Information: Trip Planning All History Interested in Info Source Respondents Buffs Expedition Friends/relatives61% 61% 64% Travel Agents49% 53% 51% Toll-free #s43% 44% 46% Internet/Web41% 40% 44% Auto Club Brochures34% 41% 37% State/local Tourism Bureaus22% 32% 26% Travel Guides17% 26% 20% Travel Magazines16% 23% 18% State/local Tourism Bureau 13% 17% 14% Websites

Key Findings Obtaining Travel Information: During Trip All Interested in Frequently Used Info Source Respondents Expedition Local Maps 41% 48% Guidebook 43% 46% Brochure at motel/campground 33% 38% Visitor Information Centers 34% 33% Roadside Signs/Billboards 15% 16%

Key Findings: Vacation Activities All Interested in Activity Respondents L&C Site Visit Shopping74%79% Visit Historic Sites/Churches44%57% Visit Beach Resort43%45% Fine Dining43%47% Visit Museums/Art Galleries39%50% Visit Old Homes/Mansions30%40% Visit Authentic Location18%25% Camping15%21% Hiking/Backpacking 14%21% Visit Interpretive Center10%17% Nature Travel/Ecotouring10%15%

Comparison of Study Results Many key similarities exits between the two studies. Plog: 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 attractions. I & A: 16% are very interested in visiting Lewis and Clark 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 (contd) Both studies show that: Older respondents are more familiar/knowledgeable about the Lewis & Clark Expedition.Older respondents are more familiar/knowledgeable 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 Expedition and/or the Bicentennial Commemoration are Montanas target markets.Respondents familiar with the original Lewis & Clark Expedition and/or the Bicentennial Commemoration are Montanas 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 agents and direct bookings. Younger groups will also utilize the Internet/web.Travel bookings will generally occur through the use of travel agents and direct bookings. Younger groups will also utilize the Internet/web.

Conclusions (continued) Travel information during their trip will be obtained from local maps and brochures at lodging/camping facilities.Travel information during their trip will be obtained from local maps and brochures at lodging/camping 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. The majority will stay in motels for at least some of their nights away from home.Most will drive, while some will fly and rent a vehicle. The majority will stay in motels for at least some of their nights away from home.

Conclusions (continued) Activities with a historic nature will be popular (such as visiting historic sites, old homes/mansions, museums/art galleries, authentic locations, and interpretive centers) as will nature-based activities such as camping, hiking, and nature touring.Activities with a historic nature will be popular (such as visiting historic sites, old homes/mansions, museums/art galleries, authentic locations, and interpretive centers) as will nature-based activities such 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 previous visitor projections for the Lewis & Clark Bicentennial Commemoration in Montana.The Interest and Awareness study results support previous visitor projections for the Lewis & Clark 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 of visitors.Plan infrastructure and visitor services to meet needs of visitors. Continue to conduct national research related to Lewis & Clark to update visitation figures as the Commemoration draws nearer.

Recommendations (contd)

Can Montana Handle 8.9 Million Additional Visitors? Based on a June 1- October 31 visitation season and the 4-year projection, increases over base visitation are: Individuals Statewide Groups Statewide* Total Season Per DayTotal Season Per Day million 9,150583,333 3, million 14,379875,000 5, million 20, million8, million 14,379875,000 5,991 * Based on group size of 2.4 people.

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