2. Chincoteague Visitor Transportation Study Draft Presentation November 1998 The Marketing Source, Inc.

3. THE MARKETING SOURCE, INC.2 Study Objective To assess transportation impacts, travel patterns and mobility needs of visitors to Chincoteague and Assateague Islands during the peak tourist season.

4. THE MARKETING SOURCE, INC.3 Study Components Chincoteague Assateague Surveys Surveys

5. THE MARKETING SOURCE, INC.4 Methodology Chincoteague Surveys b 310 intercept surveys completed in town b Self-administered b Tourists only b Incentive: Ice cream coupon b Conducted August 20-23, 1998 Assateague Surveys b 224 surveys completed while visiting Assateague b Distributed randomly at toll booths b Self-administered b Some residents allowed b Incentive: $5.00 b License plate survey conducted b Conducted August 20-23, 1998

6. THE MARKETING SOURCE, INC.5 Who was interviewed?

7. THE MARKETING SOURCE, INC.6 Profile of respondents b Gender: 41% men; 59% women b Age: Under 30 years 8% 30-39 years30 30-39 years30 40-49 years 36 40-49 years 36 50+ years26 b Income: Under $35K14% $35-49K21 $35-49K21 $50-74K29 $50-74K29 $75-100K17 Over $100K18

8. THE MARKETING SOURCE, INC.7 Who comes to Chincoteague and Assateague Islands?

9. THE MARKETING SOURCE, INC.8 Many visitors come from Pennsylvania, Eastern Shore, and other parts of Maryland. Source: License Plate Survey; Base = 5,150

10. 9 Origin points differ by length of visit. StateWeekdayWeekend Maryland 21% 27% Pennsylvania 25% 21% Accomack 7% 6% Northhampton 3% 1% Other Eastern Shore 10% 17% New Jersey 8% 7% Virginia 5% 3% New York 6% 4% Delaware 2% 4% Source: License Plate Survey; Base = 5,150

11. THE MARKETING SOURCE, INC.10 Question:Is this your first visit to Chincoteague? (Base = 534) Three-fourths (76%) of those surveyed had previously visited Chincoteague Island. Repeat Visitors 76% First-time Visitors 24% Among repeat visitors… 33% had visited 1-3 times; 67% had visited 4+ times (over past 5 years). Most stay for a week or more. Frequent visitors (4+ times in 5 years) are more likely to rate weekend traffic a problem and also rate parking at Assateague Beach a problem. Repeat visitors are more likely to not want any changes to occur.

12. THE MARKETING SOURCE, INC.11 Question:Is this your first visit to Chincoteague? (Base = 534) First-time visitors Repeat Visitors 76% First-time Visitors 24% First time visitors tend to be… more likely to be “stopping by” on their way to another destination. stay for shorter lengths of time. less likely to be biking or shopping compared to other tourist types. less likely to think that traffic or parking is a problem. more likely to express interest in a trolley system.

13. THE MARKETING SOURCE, INC.12 Question: How long will you be staying in Chincoteague during this visit? (Base = 534) Day only visitors. More than one day 87% One day 13% Day only visitors are more likely to be: bfirst time visitors also. bvisiting as a stop off to another destination. Day only visitors are less likely to: bparticipate in outdoor activities.

14. THE MARKETING SOURCE, INC.13 The majority (71%) of the persons interviewed have at least 3 persons in their party.. Question: How many people, including yourself, are in your party? ( Base = 533) Average = 4.2 persons Number in Party

15. 14 Over half (56%) of tourist travel with children under 12 years old. Presence of Children in Party Question: How many children under 12 years old are in your party? How many children 13-16 years old are in your party? (Base = 531) Those with young children.. are more active in outdoor activities. use their car more often. stay longer. say they would visit more often with pedestrian friendly downtown. receptive to proposed enhancements (trolley, additional bike trails/racks, bike lanes, and new interpretive center. tend to be 30-39 years old.

16. THE MARKETING SOURCE, INC.15 For the majority (89%), Chincoteague Island is the final trip destination. Only 1 in 10 (11%) say it is a stop-off point to another destination.

17. THE MARKETING SOURCE, INC.16 Major destinations visiting while on this trip include: Williamsburg11% Ocean City 9% Virginia Beach 7% Washington DC 5% Maryland (unspecified)12% Virginia (unspecified)16% Caution: Small sample size; Base =46

18. THE MARKETING SOURCE, INC.17 Length of stay is split equally among weekend (33%) visitors and week-long (34%) tourists. Question: How long will you be staying in Chincoteague during this visit? (Base =532)

19. THE MARKETING SOURCE, INC.18 What are the spending habits? Amount Spent by Length of Stay Length of Stay Day Only Weekend Week (Base)(58)*(156)(162) Less than $30088%34% 8% $300-499 52814 $500-999 52930 $1,000-1,499 2 630 $1,500 or more 0 318 * Caution: Low sample size Question: What is the approximate total amount of money you will spend while on this trip to the islands?

20. THE MARKETING SOURCE, INC.19 What do Tourists do while visiting the islands?

21. THE MARKETING SOURCE, INC.20 The most popular activities among tourists are the beaches and the wildlife. Question: What activities have you participated in or plan to participate in while on this visit to the islands? (Base = 534; multiple responses)

22. 21 Activities by tourist type First-time With Young Activity Visitors Children Day Only Go to beach88 9666 Observe wildlife82 8066 Dining73 7944 Shopping63 7541 Nature trails 69 7239 Biking44 5917 Fishing31 4514 Boating19 33 3 Camping 11 20 6

23. THE MARKETING SOURCE, INC.22 Assateague Beach, Main St. attractions and the Wildlife Refuge are the most popular destinations for visitors. Question: During your stay, approximately how many times do you anticipate visiting the following destinations? % who visit this destination

24. THE MARKETING SOURCE, INC.23 The average number of visits to each destination varies by length of visit. Average Visits by Length of Visit Destination Day Only Weekend Week Shopping or dining on Main Street 234 Shopping or dining on Maddox Rd. 234 Shopping or dining at other places223 on the island Assateague Beach 136 Chincoteague National Wildlife Refuge124 Chincoteague Refuge Visitors’ Center112 Tom’s Cove Visitors’ Center (on beach)112

25. THE MARKETING SOURCE, INC.24 How do visitors travel around Chincoteague and Assateague Islands?

26. THE MARKETING SOURCE, INC.25 Over a third (36%) of the respondents say they will use their car over 11 times during their trip. Question: By the end of your visit, how many times do you think you will have used your car to travel to destinations within Chincoteague and Assateague Islands? (Base =521)

27. THE MARKETING SOURCE, INC.26 Over half (57%) of week-long visitors use their vehicles 11 or more times. Length of Visit Day Only Weekend Week (Base)(68)(168)(180) None 6% 2% 0% 1-2 times6212 2 3-5 times203813 6-10 times 93428 11+ times 31457 Question: By the end of your visit, how many times do you think you will have used your car to travel to destinations within Chincoteague and Assateague Islands? Vehicle Use

28. THE MARKETING SOURCE, INC.27 Most visitors drive their cars to destinations. % % % Combin- Auto Walk Bike ation Shopping or dining at other places 86% 6 % 3 % 5% on the island Assateague Beach 82 9 6 3 Tom’s Cove Visitors’ Center (on beach)7514 7 4 Shopping or dining on Maddox Rd. 7410 7 9 Shopping or dining on Main Street 7216 4 8 Chincoteague Refuge Visitors’ Center6923 3 5 Chincoteague National Wildlife Refuge6423 7 6 Question: Please fill in the number of times you anticipate visiting each destination as well as the way you will most often travel there.

29. THE MARKETING SOURCE, INC.28 Do visitors think that traffic congestion and parking conditions are a problem?

30. THE MARKETING SOURCE, INC.29 Visitors acknowledge that traffic is more congested on the weekend. However, only about a third say that it is a problem. Question: How would you rate the overall automobile TRAFFIC CONGESTION on the islands both during the week and on the weekend? Use a scale of 1 to 5, where “5” is a big problem and “1” is no problem at all. % “4” and “5” responses

31. THE MARKETING SOURCE, INC.30 Over a third of visitors say weekend parking on Main St. and Maddox is a problem. Question: How would you rate the OVERALL PARKING CONDITIONS on the islands both during the week and on the weekend? Use a scale of 1 to 5, where “5” is a big problem and “1” is no problem at all. % “4” and “5” responses

32. THE MARKETING SOURCE, INC.31 What do visitors think about possible improvements? bPedestrian-Friendly Downtown bTrolley Service bAdditional Bike Trails/Racks bNew Educational/Interpretive Center bVisitors’ Input

33. THE MARKETING SOURCE, INC.32 Nearly a third (30%) of visitors say they would visit downtown more often if it were more pedestrian-friendly. Those visitors who support the pedestrian- friendly downtown are more likely to: visited 1-3 times in the past 5 years. be visitors with children under 12 years. (36%) Downtown changes are less likely to influence frequent visitors (4+ times in 5 years). Question: A proposed idea is a pedestrian-friendly downtown with wide sidewalks, bike lanes, and a trolley system that would provide central access to shopping and restaurants. Which of the following describe how this pedestrian-friendly downtown might affect your future plans to visit the islands? [Check all that apply] Base = 534 Reaction to Pedestrian-Friendly Downtown Proposal

34. THE MARKETING SOURCE, INC.33 About one-third (36%) say they would be “very likely” to use a 15-minute trolley service. b be first time visitors b have children under 12 years b be high among tourists that have visited 1-3 times in 5 years Those who support Trolley Service tend to: Those who Do Not support Trolley Service tend to: bbe seasoned visitors (4+ times in 5 years) bhave no children. bbe older visitors age 50+

35. 34 Support for 30-minute trolley versus 15- minute trolley. Question: If trolley service were available every 15 minutes (every 30 minutes) to take you around the island of Chincoteague, how likely would you be to use that service? [Check one]

36. THE MARKETING SOURCE, INC.35 Suggested Trolley Destinations outside of Chincoteague Island Those that responded mentioned: b Assateague Beach42% b Assateague Island (unspecified)34 b NASA/Wallops Island11 b Wildlife areas/Refuge 8 b Tom’s Cove Visitors’ Center 3 Question: What destinations, other than the Island of Chincoteague, would you like the trolley to go? Base =175

37. THE MARKETING SOURCE, INC.36 Nearly half of visitors say they would likely use additional bike trails/racks or bike lanes adjacent to major thoroughfares. Question: To what extent would you use additional bike trails and bike racks around Chincoteague (Base = 525) or bike lanes adjacent to the major thoroughfares in Chincoteague (Base = 520) if they were made available to you? Please use a scale of 1 to 5, where “5” is very likely to use and “1” is not at all likely to use.

38. THE MARKETING SOURCE, INC.37 Over half (57%) say they would visit a new educational/interpretive center. Those visitors who would visit the educational center tend to: Be visitors with children under the age of 12 years.Be visitors with children under the age of 12 years. Those who were already visiting Assateague Island.Those who were already visiting Assateague Island. Those less likely to visit the center: Full/part-time residentsFull/part-time residents Those visitors without childrenThose visitors without children Question: An educational and interpretive center is proposed for the Chincoteague National Wildlife Refuge to replace the existing small contact center. This center will offer visitors more wildlife education programs, hands-on displays, classrooms, day camps, seminars, and an auditorium. Which of the following describe how this center might affect your future plans to visit the islands? [Check all that apply] Base = 534 Reaction to Educational/Interpretive Center

39. THE MARKETING SOURCE, INC.38 Visitors’ suggested improvements. b Do not change anything14% b Better transportation13 b More/better bike trails12 b Improve beach area 6 b Better accommodations 2 Question: What improvements would enhance your visit to the islands? Base =534

40. THE MARKETING SOURCE, INC.39 What do visitors think about Assateague Island?

41. THE MARKETING SOURCE, INC.40 On average, tourists visit Assateague Island about 1.6 times each day. Question: On average, how many times did you visit Chincoteague Refuge/Assateague Island each day? (Base = 202)

42. THE MARKETING SOURCE, INC.41 On the days surveyed, over half (56%) of the visitors spent 3-5 hours at the Refuge. Question: What was the total length of time you spent at the refuge today? (Base =219)

43. THE MARKETING SOURCE, INC.42 The majority (68%) of visitors travel to Assateague Island by auto. Question: On average, how did you typically travel there? (Base = 214)

44. THE MARKETING SOURCE, INC.43 Most (59%) visitors purchase weekly passes and the majority (89%) believe that the pass price is “just right”. Question: Do you feel that the price of your entrance pass was too high, too low or just right? Base =213 Reaction to Pass Price Type of pass purchased: bWeekly59% bAnnual10 bFederal Duck Stamp 9 bGolden Age 7 bCyclist/Walk-in 4 bGolden Eagle 1 bUnsure 9 Question: What type of Refuge entrance pass did you use? Base = 220

45. THE MARKETING SOURCE, INC.44 “Beaches” and “wildlife observation” are the most frequently stated reasons why tourists come to the Assateague. Question: Why did you select Assateague as your vacation destination? (Base = 224; multiple responses)

46. THE MARKETING SOURCE, INC.45 The beach and area trails are rated the highest among Assateague attractions. 94% 87% 82% 72% 71% Question: How would you rate the following? Use a scale of 1 to 5, where “5” is excellent and “1” is poor. Base = Those who responded

47. THE MARKETING SOURCE, INC.46 Why Assateague Beach was chosen over other beaches. b Not commercialized33% b Nice beach area22 b Not as crowded22 b Nature/wildlife20 b Close proximity to home12 b Quiet/private/slow pace10 b Beautiful scenery 8 Question: If you checked “Beaches”, why did you choose Assateague Beach over other beaches on the East Coast? Base =198

48. THE MARKETING SOURCE, INC.47 Summary Findings: Points of Origin b Assateague tourists are primarily traveling from Maryland, Virginia, Pennsylvania, and New Jersey. b Approximately 10% of weekday visitors and 17% of weekend visitors are residents of the Eastern Shore.

49. THE MARKETING SOURCE, INC.48 Summary Findings: Visitation b About one-quarter (24%) of the tourists are visiting Chincoteague for the first-time. These visitors are more likely to be staying for shorter periods. b Three-quarters of the tourists are repeat visitors, with many having been at least 4 times over the past 5 years.

50. THE MARKETING SOURCE, INC.49 Summary Findings: Length of Visit b Close to 10% of the island visitors are stopping off on their way to a primary destination. b Only 13% of tourists are visiting for the day only. A third are staying for the weekend and another third are week-long visitors.

51. THE MARKETING SOURCE, INC.50 Summary Findings: Composition of Tourists b Although one-third of tourists are traveling alone or with one other person during their visit, the majority are traveling with children. b Families with young children (under 12 years) tend to be participating more in outdoor activities. They also are staying longer. b Families with young children would likely use new bike trails, bike lanes and they would use a trolley system if made available. b In addition, most families with small children would visit a new educational/interpretive center.

52. THE MARKETING SOURCE, INC.51 Summary Findings: Activities b The beach and observing wildlife are the most popular activities among tourists, followed by shopping and dining out on Main Street and visiting the Wildlife Refuge. b Most visitors use their car to travel to these attractions. b Biking is most popular to the Wildlife Refuge, to Tom’s Cove and shopping and dining on Maddox Blvd.

53. THE MARKETING SOURCE, INC.52 Summary Findings: Perceived traffic and parking problems b Few people noted problems on the weekday. But about a third categorize traffic congestion as a “problem” on the weekend. b A similar pattern was found for perceived parking problems. Respondents particularly noted weekend parking problems on Main St. and Maddox St.

54. THE MARKETING SOURCE, INC.53 Summary Findings: Perceived traffic and parking problems. bOver half of the tourists polled say they would consider using trolley service. Many would like to see the trolley go to Assateague Island, specifically the beach area. bTourists with young children and first time visitors and more likely to use a trolley system, while seasoned visitors (4+times in 5 years) and older visitors are less likely to use a trolley system. bAbout a third say they would visit the downtown area more often if it were pedestrian-friendly. bThe majority support additional bike trails/racks and bike lanes adjacent to major thoroughfares.

55. 54 Summary Findings: Perceived traffic and parking problems b Most (57%) would visit a new interpretive and educational center. Groups with children under 12 years would be more likely to visit while fulltime/part-time residents were less likely to visit a new center.

56. 55 Summary Findings: Assateague Island b Like Chincoteague visitors, Assateague Island tourists are most likely to be repeat visitors. b Cars (68%) are the main mode of transportation used by tourists to travel to Assateague. Biking (15%) is the next most popular mode of travel used. b Tourists are visiting Assateague Island multiple times each day (1.6 times ).

57. THE MARKETING SOURCE, INC.56 Summary Findings: Assateague Island b Over half of Assateague Island visitors spent 3-5 hours at the refuge. b Most visitors to Assateague purchase a weekly pass. In addition, most feel that the entrance fee is fairly priced. b The beaches, wildlife and biking are the most popular activities on Assateague Island.

58. THE MARKETING SOURCE, INC.57 Summary Findings: Assateague Island b Visitors chose Assateague as their vacation destination over other beaches because the beach was not commercialized and crowded. In addition, they also mentioned that wildlife was an appealing attribute of the island.