1. www.bnresearch.com Overnight Visitors to Oregon’s Mt. Hood Territory January 2006 Prepared for CLARITY DEPTH

2. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 2 Clackamas County visitors had a great time ….and they will be back!

3. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 3 Study Objectives >This study measures overnight Clackamas County visitors in terms of: –Main purpose of trip –Where visitors reside –Time spent planning trip –Length of advance trip planning –Information sources used to make travel decisions –Party composition –How visitors get to the county –How long visitors stay in the county –What visitors do while in the county –How much visitors spend –Level of satisfaction with visit –Likelihood of returning to county and reasons –Who travels during each season –Where travelers stay

4. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 4 Methodology >A web survey was conducted of overnight visitors: –The survey was conducted between May 2004 and September 2005. –Visitors to 70 participating hotels, motels, resorts, B&B and lodges were given a postcard upon check in. Upon sending the postcard back to BNResearch, the respondents were sent an email with a link to the survey website. –Approximately 26,500 cards were distributed to hotel, motels, resorts, B&B and lodges. 1,775 sent back the postcard and were emailed a link to the survey website. 817 respondents completed the survey. A completion rate of 46% (returns) and 3% of those distributed to properties. –A contest was offered as an incentive to complete the survey.

5. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 5 Segments of Interest >To help determine possible marketing segmentation strategies, the following groups were reviewed: –Origin segments –First vs. repeat visitor segments –Travel type segments (i.e. leisure, meeting, business, group) –Friends and relatives visitor segments –Internet user segment –Traveling with and without children segments –Activities and events segments –Seasonal segments –Lodging type segments –Areas of Clackamas County stayed

6. 6Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

7. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 7 Origin of Visitors 11%+ 3% - 10% 2% 1% 0%* Outside US 4% 11% 44% 20% *AK, DC, GA, HI, LA, MS, OK, ND, SD, and VT were <.5%

8. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 8 State of Oregon Northwest 63% Curry Josephine Jackson Klamath DouglasCoos Lane Lake Harney Malheur Deschutes Crook Grant Baker Union Wallowa Umatilla Morrow Wheeler Jefferson Wasco Gilliam Sherman Linn Benton Lincoln Polk Marion Clackamas Hood River Tillamook Yamhill Clatsop Columbia Washington Multnomah Southwest 23% Southeast 0% Northeast 5% Central 10% Note: Base is Oregon visitors

9. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 9 Multnomah 21% Clackamas 10% Washington 13% Note: Base is Oregon visitors Portland Metro

10. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 10 Origin Segment Profile In-State Out-of- State Average Number of Nights in Clackamas County2.33.1 Party Size2.92.6 Average Spent Per Party on Trip$339$421 Median Age45.950.5 Median Income (000)$66.9$82.4 >Out-of-state visitors stay longer, spend more, are slightly older and have higher incomes than in-state visitors.

11. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 11 Origin Segment Profile Multnomah County Portland Metro NW Counties Average Number of Nights in Clackamas County2.32.72.5 Party Size3.73.53.3 Average Spent Per Party on Trip$436$401$371 Median Age38.340.042.4 Median Income (000)$67.1$73.1$71.2 >Residents within a 2-hour drive have similar demographic characteristics.

12. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 12 First Visit or Repeat Visit Q3. Was this your first visit to Clackamas County, or have you been here before? >Visitors to Clackamas County are loyal.

13. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 13 First vs. Repeat Segments Profile First VisitRepeat Visit Average Number of Nights in Clackamas County3.42.6 Party Size2.92.7 In-state13%52% Out-of-state*87%48% Northwest Counties (2 hours)5%33% Average Spent Per Party on Trip$416$377 Median Age48.348.9 Median Income (000)$78.1$73.8 >First time visitors are primarily from out-of-state. Q3. Was this your first visit to Clackamas County, or have you been here before? *Includes non-US residents

14. 14Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

15. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 15 Travel Segments - Purpose of Visit >The majority of visitors were in Clackamas County for leisure purposes. S2a. What was the main purpose for your trip?

16. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 16 Travel Segments Profile LeisureMeetingBusiness* Average Number of Nights in Clackamas County2.82.62.5 Party Size3.12.11.6 In-state45%44%22% Out-of-state*55%56%78% Northwest Counties (2 hours)32%20%15% Average Spent Per Party on Trip$399$369$292 Median Age47.449.753.3 Median Income (000)$75.8$72.3$90.0 >There are noticeable differences in the travel segments. *Small sample size. Interpret with caution.

17. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 17 Friends and Relatives Segments >For about 1 in 5, visiting friends and relatives was a secondary activity (36% less 19%). 36%

18. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 18 Friends and Relatives Segment Profile Main Purpose Visit Friends/ Relatives Secondary Purpose Visit Friends/ Relatives Average Number of Nights in Clackamas County2.93.0 Party Size2.52.8 In-state33%38% Out-of-state*67%62% Northwest Counties (2 hours)10%4% Average Spent Per Party on Trip$372$442 Median Age53.151.8 Median Income (000)$67.9$71.6 *Includes non-US residents

19. 19 Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Overnight Visitors to Oregon’s Mt. Hood Territory

20. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 20 When Decision Was Made to Take Trip Q10. When was the decision made to take this trip to Clackamas County? >Most travelers made the decision to take their trip 1 to 3 months before the trip.

21. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 21 Length of Time to Plan Trip Q11. How long did it take to plan this trip to Clackamas County? >The majority of travelers took 1 to 6 days to plan their trip.

22. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 22 Those Involved in Planning Trip Q9. Who was involved in planning this trip? >The majority of visitors plan their trip by themselves or with a spouse.

23. 23Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

24. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 24 Sources Used for Trip Planning Q12. Which of the following sources did you use to find travel Information for this trip? >The internet is a major source of travel information. Average 1.8 sources

25. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 25 Sources Used MOST for Trip Planning Q13. Which of the following sources did you use MOST to find travel Information for this trip? >For almost one-half of travelers to Clackamas County, the internet was the most often used information source.

26. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 26 Internet Segment Profile Internet Users Non- Internet Users Average Number of Nights in Clackamas County2.82.6 Party Size3.02.4 In-state43%45% Out-of-state*57%55% Northwest Counties (2 hours)29%26% Average Spent Per Party on Trip$411$356 Median Age47.051.4 Median Income (000)$78.3$70.3 >The internet is a source of travel information for all demographic segments. *Includes non-US residents

27. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 27 Other Sources Used by Internet Users Q13. Which of the following sources did you use MOST to find travel Information for this trip? >Almost two-thirds of those who used the internet relied on their own experience or information from family or friends to plan their trip. Average 2.4 sources

28. 28Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

29. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 29 Travel Companions Q4a. How many adults and children did you travel with on your trip? With Children Only: 3% With Adults and Children: 16% With Adults Only: 59% >Most visitors traveled with someone else. 19% traveled with one or more children. Q4b. And how many children under 18 were traveling with you?

30. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 30 Children in Travel Party Q4b. And how many children under 18 were traveling with you? One43% Two37% Three10% Four+10% >Among visitors who traveled with a child, 2 in 5 traveled with only one child and over one-half traveled with two or more children.

31. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 31 Travel Companions >The majority of adult visitors came in pairs and just one-quarter came alone. Q4a. Including yourself, how many adults did you travel with on your trip? If your trip was with a motor coach or group tour, include only those in your immediate travel party, not the entire group.

32. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 32 Travel Party Composition Q5. Were you traveling with any of the following? >The majority of visitors who came to Clackamas County with another person came with a family member.

33. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 33 Family Segment Profile With KidsWithout Kids Average Number of Nights in Clackamas County2.62.7 Party Size4.82.3 In-state47%43% Out-of-state*53%57% Northwest Counties (2 hours)35%26% Average Spent Per Party on Trip$425$376 Median Age42.250.6 Median Income (000)$84.0$73.0 >Travelers with kids tend to reside in NW counties, spend more and have higher incomes than those without kids who tend to be slightly older. *Includes non-US residents

34. 34Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

35. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 35 Method of Travel to Clackamas County Q8. How did you travel form home to the Clackamas County/Portland metro area on this visit? >Most visitors traveled by private car.

36. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 36 Average Number of Nights in Clackamas County Q1a-c. How many nights did you state at hotel, Clackamas county and your entire trip? >On average, visitors spent one night of their trip outside of Clackamas County.

37. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 37 Events and Activities While on Trip Q7. What activities/locations did you or anyone in your travel party experience on your visit? Activity% Visitors RESTAURANT OR NIGHTCLUB77% SHOPPING67% Basic items54% Specialty items41% RELAX/SIGHTSEE61% OUTDOOR ACTIVITIES48% Visit a park29% Hiking23% View Wildlife15% Other Outdoor13% Golfing9% Camping/picnic7% Skiing/snowboarding6% Fishing/hunting4% Biking3% >Visitors participated in or attended an average of 4.3 events or activities while on their trip.

38. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 38 Events and Activities While on Trip (Cont.) Q7. What activities/locations did you or anyone in your travel party experience on your visit? Activity% Visitors VISIT FRIENDS/RELATIVES36% ATTENDED EVENTS28% Visit a museum/historical site18% Attend a fair/festival8% Watch or part in sports6% Cultural event3% VISIT A WINERY OR BREW PUB13%

39. 39Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

40. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 40 Average Amount Spent Each Day on Trip Q6. What is your best estimate as to how much money you and your immediate traveling party spent each day for each of the following types of expenses during your trip? >Visitors spent an average of $170 per party per day on lodging.

41. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 41 Total Amount Spent Each Day on Trip Q6t. How much money did you and your immediate traveling party spend each day? Average $385 >Visiting parties spent an average of $385 each day.

42. 42Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

43. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 43 Trip Satisfaction Q14. Overall, how satisfied are you with your visit to Clackamas County? On a scale of 1-4 where 1=Not at all satisfied and 4=Very satisfiedNote: Not At All Satisfied = <.05% >4 in 5 visitors are very satisfied with their trip to Clackamas County.

44. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 44 Likelihood to Return Q15. How likely are you to visit Clackamas County again? On a scale of 1-4 where 1=Not at all likely and 4=Very likelyNote: Not At All Likely = <.05% >4 in 5 visitors are likely to return.

45. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 45 Reasons for Visiting Again Q16. Why are you likely to return? Top 10 Reason for Interest in Visiting Again% Visitor Visit friends/family27% (Enjoyed) B&B/Hotel20% Like the wilderness/mountains/outdoors/scenery18% Work/Business reasons16% Other activities (fishing, rafting, movies, tram ride, etc)12% Shopping10% Mt. Hood Loop (Fruit Loop)9% Like area/Oregon8% Close to home7% (Good) restaurants6% >Friends and family members are a big draw for Clackamas County.

46. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 46 Interest in Receiving Clackamas County Information >Over one-third of Clackamas County visitors would like to receive information highlighting future events, attractions and special promotions. Q21A. Would you like to receive information highlighting future events, attractions and special promotions?

47. 47Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Travel Origin and Visitor Profiles Purpose of Trip Travel Decision Information Sources Travel Companions Trip Characteristics Spending Trip Satisfaction The Season & Lodging Markets Overnight Visitors to Oregon’s Mt. Hood Territory

48. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 48 Seasonal Segment Profile WinterSpringSummerFall Average Number of Nights in Clackamas County2.32.43.22.5 Party Size3.32.62.72.5 In-state63%55%30%45% Out-of-state*37%45%70%55% Northwest Counties (2 hours)44%30%19%28% Average Spent Per Party on Trip$328$366$414$393 Median Age45.649.048.750.1 Median Income (000)$76.9$63.1$78.5$75.1 >The Summer season attracts more out-of-state, bigger spenders and higher income visitors. *Includes non-US residents

49. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 49 Type of Property % of Visitors >The majority of all visitors surveyed stayed at a full service hotel.

50. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 50 Lodging Segment Profile Full Service Limited Service B&B^ Vacation Rental Average Number of Nights in Clackamas County2.32.82.13.6 Party Size2.32.12.84.3 In-state39%42%62%56% Out-of-state*61%58%38%44% Northwest Counties (2 hours)22%14%38%51% Average Spent Per Party on Trip$377$268$419$489 Median Age50.7 48.142.1 Median Income (000)$73.4$68.0$85.0$84.1 >Visitors who stayed at a vacation rental stayed longer, had a larger party size and spent more per party inside Clackamas County. *Includes non-US residents ^Small sample size. Interpret with caution.

51. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 51 Lodging Segment Profile I-5/I-205Mt. Hood Average Number of Nights in Clackamas County3.63.9 Party Size2.33.4 In-state34%59% Out-of-state*66%41% Northwest Counties (2 hours)13%50% Average Spent Per Party on Trip$356$429 Median Age51.844.4 Median Income (000)$69.3$82.5 >One-half of visitors to the Mt. Hood area reside in one of the thirteen NW counties. *Includes non-US residents

52. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 52 Property Type by Season >Within each season, the majority stayed at full service hotels with the exception of Spring where slightly more stayed in limited service hotels. * Small sample size. Interpret with caution.

53. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 53 Property Type by Travel Segment >Full service hotels were the number one choice among all three travel segments. * Small sample size. Interpret with caution.

54. 54Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Key Findings and Recommendations

55. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 55 Key Findings and Recommendations There are variations within the county: – By geographically location – sub-regions, i.e. Mt Hood area, I-5 / I-205 area – By season trip was taken – By trip purpose – By visitors’ home/origin Visiting Friends and Relatives as a primary or secondary purpose of the trip is a significant trip generator. –CCTDC can reach a notable percent of visiting the family and friends segment through the county’s own residents. Repeat visitors are at an acceptable percent of the total visitor base. Most marketers strive for a 20% new and 80% repeat mix.

56. Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved 56 Key Findings and Recommendations Visitor trip satisfaction is very high and tells us that Clackamas County has a good foundation and mix of things to do and see. CCTDC now has information on trip planning/timing to use in crafting marketing messages. – The internet continues to grow in significance as a planning tool. – Timing is everything.

57. 57 Thank You! Overnight Visitors to Clackamas County BNResearch 2006 All rights reserved Overnight Visitors to Oregon’s Mt. Hood Territory