Metro Region Visitor Profile Kevin Hanstad August 25, 2010

 Document Objective  Metro Region Visitor Profile  Data Charts Table of Contents 2 2

 The purpose of this document is to identify the demographic and behavioral profile of the people visiting Minneapolis.  The source of data for this exercise is a report entitled “The Economic Impact of Expenditures By Travelers On Minnesota’s Metro Region and The Profile of Travelers”, published in January  This report resulted from a study commissioned by Explore Minnesota, the University of Minnesota Tourism Center and the Metro Tourism Committee. The research was conducted by Davidson- Peterson Associates of Kennebunk, Maine.  The data for the study was collected from June 2007 through May 2008 and represents those visitors to the entire Minneapolis-St. Paul metropolitan area. Document Objective 3

 The Metro Region visitor profile is:  Male or Female (50% / 50%)  30 to 59 years of age (67%)  Income between $35,000 and $125,000 (63%)  Caucasian (90%)  Traveling on vacation or for personal reasons (70%)  Shop, especially at the Mall of America (60% / 33%)  Visit family or friends (27%)  Enjoy the dining and nightlife (69% / 19%)  Participate in outdoor activities (27%)  See the city sites (21%)  Visit museums (20%)  Attend a fair or festival (19%)  Party of two to three people, most often without children (70%)  Most likely to stay in a hotel for three to four nights (67%)  Uses the Internet or word-of-mouth when making travel plans (62% / 41%)  Spends $135 per day per person 4 Visitor Profile Source: The Economic Impact of Expenditures By Travelers On Minnesota’s Metro Region and The Profile of Travelers, January 2009

 The Metro Region visitor profile presented on the previous page was derived from the data charted on the following pages.  The full report from which this data was sourced is available for review. Data Charts 5

Metro Visitor Profile: Age and Gender 6 6 Average Age: 44.8 Years Two-thirds of visitors are between the ages of 30 and 59. Gender is evenly split. AgeGender

Metro Visitor Profile: Income and Ethnicity 7 7 Two-thirds of visitors earn between $35,000 and $125,000. Almost all are white. Median Income: $74,000 IncomeEthnicity

Metro Visitor Profile: Residence 8 8 One-third of visitors are from Minnesota. One out of five are from the Minneapolis-St. Paul area.

Metro Visitor Profile: Trip Purpose and Length of Stay 9 9 Almost three-fourths of visits are vacation or personal. Average length of stay is 3.5 nights. ¹ Wedding, funeral, medical, etc. Trip PurposeLength of Stay Average Nights: 3.5

Metro Visitor Profile: Travel Party Composition 10 Average travel party size is 2.6 people. Seven out of ten travel parties do not include children. Travel Party SizeChildren in Travel Party Average Travel Party Size: 2.6

Metro Visitor Profile: Lodging 11 Two-thirds of visitors stay in a hotel, motel or historic inn.

Metro Visitor Profile: Activities 12 Dining out and shopping at the Mall of America are popular activities.

Metro Visitor Profile: Activities 13 Visiting friends or relatives and attending fairs/festivals are other primary reasons for visiting the Metro Region.

Metro Visitor Profile: Activities 14 About a quarter of visitors take part in outdoor activities.

Metro Visitor Profile: Number of Trips and Planning 15 Metro visitors take trips in Minnesota about once a year, and use the Internet and “word-of-mouth” as their primary planning sources. Minnesota Trips in Last 5 YearsTravel Planning Sources Median Trips: 4.0

Metro Visitor Profile: Number of Visits million person-visits ¹ were made to the Metro Region during the 12-month period from June 2007 to May One-quarter of those were day trips. 73% 27% ¹ Person-visit = one person on a day trip or one person staying overnight in one accommodation for one or more nights

Metro Visitor Profile: Expenditures 17 Visitors spent $6.2 billion in the Metro Region during this same 12-month period. 73%

Metro Visitor Profile: Expenditures 18 Estimated Average Visitor Expenditures Per Person Per Day 73%