Visitor Satisfaction & Loyalty Research Report
November 2016 Table of Contents
Section Pages
Introduction 03 - 09
Research Objectives 10 - 12
Executive Summary 13 - 19
- Summary of Findings 14 - 17
- Recommendations 18 - 19
Survey Statistics 20 - 21
Visitor Profile 22 - 54
Buying Process 55 - 80
Visit Experience 81 - 114
Attractions 115 - 117
Perceptions & Positioning 118 - 121
2 Introduction
3 Introduction
Scope of Report
This report is designed as a supplement to Guest Research’s online Management Reporting System (“MRS”). Rather than duplicating the information presented in the MRS, this report highlights key findings, opportunities, recommendations and a detailed visitor profile.
Although historical information can be extracted from the MRS database at any time for any date range specified (using the “Custom” function), it is recommended that copies of: (1) the Summary Report; (2) each graph (using print icon on each graph); and (3) the accompanying visitor comments be printed and saved for future reference. It is important to document and react to the rating trends during the season.
The Business Reasons to Focus on Visitor Satisfaction & Loyalty
A destination’s revenues are driven primarily by its repeat and referral business. These two sources of business typically account for at least 75% of a destination’s revenues. Repeat and referral business are driven primarily by high levels of visitor satisfaction and loyalty, which, in turn, are driven by consistently strong product and service delivery. While marketing’s focus may be on internet marketing and social media, a destination’s operational focus must be on delighting or “wowing” its visitors, delivering a consistently excellent experience, eliminating hassles and expanding its repeat and referral business. It costs much less to retain a customer than to acquire a new one.
4 The Visitor Experience Drives Loyalty & Business Results
Increased Repeat Visitors
Emotional Increased Visit Engagement Frequency
Enhanced Higher Increased Spend Improved Visitor Per Visitor Loyalty Business Experience Results
Increased Increased Word- Satisfaction of-Mouth
Increased Positive Online Reviews
5 Introduction (cont.)
Measuring Visitor Satisfaction, Loyalty and the Net Promoter Score
Visitor satisfaction and loyalty can be measured using a variety of methodologies, including “Mean Averages”, “Top Box” ratings (i.e., the percentage of the respondents rating an attribute the top or highest of the rating alternatives), “Top Two Box” ratings and Net Promoter Scores. For the most part, destinations have used Mean Averages for their performance scoring.
Mean Averages are calculated by totaling the numerical scores for each question, and dividing that sum by the number of respondents to the question. Since a Mean Average is a single measurement, it masks the distribution of ratings and does not measure changes within the rating scale. Simply put, Mean Averages are not sensitive to many changes in the visitor experience and are of limited value in helping increase repeat and referral business and in building a strong brand.
6 Introduction (cont.)
Measuring Visitor Satisfaction, Loyalty and the Net Promoter Score (cont.)
In recent years, destination marketing organizations have adopted the use of the Net Promoter Scoring methodology for the “Likelihood to Recommend” question only, while continuing to use Mean Averages for all other ratings. The Net Promoter System is the newest and most revealing measurement of satisfaction and loyalty. It was developed 13 years ago by Fred Reichheld, Bain & Company & Satmetrix Systems, Inc. and made popular in the 2006 book, The Ultimate Question. Reichheld argues that the ultimate measure of an organization’s performance is the likelihood its customers will recommend it to others. Importantly, this metric provides CEO’s and organizations with a tool “to hold employees accountable for treating customers right.”
Adopted by leading companies in most industries, not just the resort industry, this methodology places greater importance on both those who are highly satisfied and loyal and on those who are disappointed with their experiences. Specifically, the methodology classifies respondents as “Promoters”, “Passives” and “Detractors”, based on their likelihood to recommend the organization or destination.
With a 10-point scale, these groups are defined as follows:
7 Grand Junction’s Visitors Fall into Three Loyalty Groups
Loyal enthusiast Satisfied but Unhappy visitors who will continue unenthusiastic who will not to frequent your visitors who can return and will tell city and urge their easily be wooed by others about their friends to do the other destinations. experience. same.
8 Net Promoter Scoring of Loyalty Question
NPS: A Different and Better Way of Keeping Score The Net Promoter Score is the percentage of Promoters (those that are satisfied and loyal) minus the percentage of Detractors (those who are dissatisfied and not loyal).
“How likely are you to recommend Grand Junction to others?”
PROMOTERS PASSIVES DETRACTORS
10 9 8 7 6 5 4 3 2 1 Would Definitely NOT likely to Recommend Recommend NPS = % of PROMOTERS - % of DETRACTORS
9 Research Objectives & Survey Methodology
10 Research Objectives & Survey Methodology
Research Objectives:
• Determine who visits Grand Junction, why and when (Visitor Profile) • Primary purpose of visits • Average length of visit and visit frequency • Visitor demographic profile
• Determine how and when Visitors decide to visit (Buying Process) • Competitive set • Sources of information about the area used by Visitors • Spending per visit
• Determine what an actual visit looks like – what is experienced and how satisfied the Visitors are with each experience (Visit Experience) • What was liked best, liked least, and what enhancements are needed
• Determine the importance of festivals & events in attracting visitors (Attractions)
• Determine the pre-arrival perceptions of Grand Junction and evaluate alternative positioning slogans (Perceptions and Positioning)
11 Research Objectives & Survey Methodology (cont.)
Survey Methodology:
1. An online Visitor Survey was designed in conjunction with the city of Grand Junction.
2. Grand Junction invited visitors to participate in the survey via email. A URL link to the survey was also accessible on the VisitGrandJunction.com website.
3. The survey was open from March 11, 2015 through September 30, 2016.
4. A total of 1,104 surveys were completed.
5. All survey data is available in the online Management Reporting System (MRS).
6. Throughout the report, the number within each bar graph indicates the total number of respondents for each answer option.
7. Where applicable, the data within this report is analyzed by season. Each season includes data from both 2015 and 2016. The seasons are defined as follows:
• Fall: September, October, November • Winter: December, January, February • Spring: March, April, May • Summer: June, July, August
12 Executive Summary
13 Summary of Findings
Grand Junction Visitors (respondents):
. Are made up of 58% females and 42% males
. Are 45-54 (23%), 55-64 (28%), 65+ (25%) years old
. Are from the United States (96%), in particular Colorado, Arizona and Southern California
. Come primarily from a household with children no longer at home (40%), followed by couples with children at home (24%), and couples with no children (17%)
. Earn between $50,000-74,999 (20%), $75,000-99,999 (23%), and $100,000-149,999 (23%) in annual household income
. Are primarily Overnight Visitors (71%) or Day Visitors (17%) and often retirees
. Visited Grand Junction with their spouse/significant other (56%) or with their immediate family (23%)
. Primarily visited Grand Junction for vacation/leisure (44%) or to visit friends and family (16%)
14 Summary of Findings
Overall Visit . The overall Likelihood to Recommend Grand Junction Net Promoter Score (“NPS”) was 65%, while the overall Likelihood to Return to Grand Junction rating was 6 points lower at 59%. The Likelihood to Return scores are nearly always lower, due to some visitors not planning to return to the area.
. Day and Overnight Visitors’ Likelihood to Recommend were nearly identical at 68% and 67%, respectively. The seasonal Likelihood to Recommend NPS ratings were 69% for Fall, 63% for Summer and Winter, and 60% for Spring.
. When asked how their visit experience compared to their expectations, two-thirds of the respondents indicted it “Far exceeded expectations” or “Exceeded expectations”.
Buying Process . The primary “demand generators” are visiting friends, Wine Country, and the City/State/National Parks.
. 30% of Grand Junction Visitors planned their trip 1-3 months in advance, while 18% planned their trip 2 weeks to 1 month in advance. The internet, recommendations from a friend, and the VisitGrandJunction.com website were the primary sources of information Visitors used when planning their trip.
. 26% of Grand Junction’s Visitors considered other destinations before deciding on Grand Junction, primarily in Colorado and Utah. Day Visitors considered Moab and a variety of Colorado towns (Western Slopes, Gunnison, Ouray), while Overnight Visitors primarily considered Moab, Denver, Durango, and other destinations in Utah. The most important factors for deciding to visit Grand Junction was the experience of a prior visit and to visit family and friends.
15 Summary of Findings
Spending
. Overnight Visitors spend significantly more than Day Visitors.
. 25% of Overnight Visitors spent $101-200 on lodging during their visit, while 16% of Overnight Visitors spent $51-100 and 15% spent $201-300.
. 26% of all Grand Junction Visitors reported spending $51-100 on food expenses during their visit, followed by 21% spending $101-200 and 18% spending $25-50.
. For all other expenses, 20% of all respondents reported spending $101-200, while 18% reported $51-100 and 17% reporting $25-50.
Visit Experience
. Grand Junction Visitors experienced a variety of activities during their visit. 70% of all respondents experienced Grand Junction restaurants, 38% experienced the City/State/National Parks, and 38% shopped in Grand Junction retail stores. The activities with the least participants includes ATV/Jeeping, Rafting, the Spa/Salon (3%) and Hunting (<1%).
. City/State/National Parks received the highest Net Promoter rating at 83%, followed by the Grand Junction Visitor Center at 77%, and Public Land, Mountain Biking, and Rafting* at 76% each.
*Denotes small sample size
16 Summary of Findings
Festivals and Special Events
. Only 4% of all respondents indicated that Festivals/Special Events was the most important factor influencing their decision to visit Grand Junction. The Fruita Fat Tire Festival was the most attended festival, with a NPS rating of 67%. Other popular events were the The Downtown Farmer’s Market and the Colorado Mountain Winefest, with NPS ratings of 57% and 81% respectively.
Perceptions and Positioning
. 73% of respondents agreed that “Grand Junction is the Gateway to Colorado National Monument” was a “very accurate” description of Grand Junction. 28% of respondents also indicated that this same phrase was the one that most appealed to them, while 29% of respondents felt that “Grand Junction is a Different Side of Colorado” most appealed to them. “Grand Junction is Dramatically Different” appealed to the least number of respondents at 6%.
. Prior to their arrival, 53% of Visitors had heard of Grand Junction referred to as “Colorado’s Wine Country”, while only 35% of Visitors reported hearing Grand Junction referred to as “GJ” before visiting. An even smaller percentage (26%) indicated they had used “GJ” to refer to Grand Junction.
17 Recommendations Recommendations
. Promote the destination’s two primary demand generators, namely, Wine Country and Colorado National Monument.
. Focus marketing efforts in Colorado, Arizona and Southern California, and seek inclusion as a day trip for other Colorado visitors’ plans.
. Encourage the community’s stakeholders responsible for the activities receiving relatively low Net Promoter Scores to enhance their visitors’ experiences. Improving those experiences will produce a more consistently excellent Grand Junction Visitor experience, upgrade many destination Passives to Promoters, and help increase the destination’s repeat and referral business. Those stakeholders should be encouraged to collect more feedback from their visitors and use it to enhance the overall experience.
. VisitGrandJunction.com and digital marketing are the most effective ways to market to prospective visitors, and should continue to be the primary marketing vehicles.
. Of the positioning taglines/slogans tested, the Visitors’ feedback suggests the most effective one would be “Gateway to Colorado National Monument”.
19 Survey Statistics Survey Statistics
Survey Response Rates and Transmittal History Source Sent Undelivered % Undelivered Delivered Viewed Completed % Completed
Tablet 970 119 12.27% 851 266 238 27.97% Visitor Center 1717 327 19.04% 1390 213 186 13.38% Manual Files URL - - - - - 647 -
Reminder Email 398 2 0.5% 396 37 33 8.33%
Total 2687 446 16.6% 2241 479 1,104 20.39%*
* Overall completion percentage excludes URL.
A total of 1,104 surveys were completed during the 2015-2016 Grand Junction Visitor Study from three survey sources: 238 Tablet surveys, 186 Visitor Center surveys, and 647 URL surveys. An additional email was sent reminding visitors to complete the online survey, contributing an additional 33 completed surveys.
The undelivered percentages for both the Tablet and Visitor Center Manual Files are significantly higher than Guest Research’s target of less than 5%.
21 Visitor Profile*
*Please note: Throughout the report, the number within each bar graph indicates the total number of respondents for each answer option. Visitor Profile Segment
Which of the following best describes your visit to Grand Junction?
100%
90%
80% 71% 70%
60%
50%
40%
30%
20% 17%
10% 7% 5% 71 159 677 44 0% Passing through (gas, Day visit (no overnight stay in Overnight visit Seasonal resident/second restroom, convenience stop) the area) homeowner
23 Visitor Profile Segment (cont.)
Which of the following best describes your visit to Grand Junction? By segment and season
100% 90% 80% 70% 71% 72% 70% 64% 60% 50% 40% 30% 19% 20% 20% 17% 16% 9% 11% 9% 10% 5% 7% 5% 2% 4% 0% Passing through Day visitor Overnight visitor Seasonal resident
Fall Winter Spring Summer
24 Visitor Profile: Part of Longer Trip
Was your visit to Grand Junction part of a longer trip?
100%
90%
80%
70%
60% 53% 50% 47%
40%
30%
20%
10% 384 432 0% Day Visit as Part of a Longer Trip Day Visit NOT as Part of a Longer Trip
25 Visitor Profile: Nights Stayed
How many nights did you stay in Grand Junction?
100%
90%
80%
70%
60%
50%
40% 33% 30% 25%
20% 18% 9% 10% 10% 5% 187 251 131 68 73 0% 40 1 Night 2 Nights 3 Nights 4 Nights 5 Nights 6 Nights or More
26 Visitor Profile: Nights Stayed (cont.)
How many nights did you stay in Grand Junction? (Overnight Visitors only) Overnight Visitors’ average number of nights stayed per season
10
9
8
7
6
5 3.9 4 3.5 2.9 3 2.7
2
1
0
Fall Winter Spring Summer
27 Visitor Profile: Days of the Week
During which days of the week did you visit Grand Junction (Please select all that apply.)
100%
90%
80%
70%
60% 57% 51% 50% 45%
40% 35% 29% 30% 27% 24% 20%
10% 223 202 243 294 421 474 374 0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday
28 Visitor Profile: Travel Party
Who did you travel with? (Please select all that apply.)
100%
90%
80%
70%
60% 56%
50%
40%
30% 23% 20% 13% 10% 10% 4% 1% 1% 3% 111 489 204 35 86 30 0% 11 5
29 Visitor Profile: Location
Where in Grand Junction did you stay?
100%
90%
80%
70%
60%
50% 45%
40%
30% 23% 20% 12% 12% 10% 8% 154 302 81 55 78 0% Downtown Grand Near I-70 in Grand Fruita Palisade Other Junction area Junction
30 Visitor Profile: Type of Accommodations
In what type of accommodations did you stay during your visit?
100%
90%
80%
70% 66%
60%
50%
40%
30%
20% 15% 13% 10% 4% 2% 0% 103 447 25 86 15 Friends/family Hotel/motel B&B/Inn Peer-to-peer rental Campground/RV Park (VRBO, Airbnb, HomeAway, etc.)
31 Visitor Profile: Primary Purpose of Visit Overall
What was the primary purpose of your visit to Grand Junction?
1% 1% 0% Vacation / pleasure / leisure (44%) 4% 8% Visiting friends / relatives (16%)
Other (15%) 11% Passing through the area (11%) 44% Special event, fesitval or concert (8%)
Individual business travel (4%) 15% Meeting / Conference / Trade Show (1%)
Wedding / Honeymoon (1%) 16% Bus Tour (0%)
32 Visitor Profile: Primary Purpose of Visit (cont.)
What was the primary purpose of your visit to Grand Junction? By segment and season
70% Season: Fall
60% 56% 53%
50% 47% 48%
40% 32% 30% 22% 20% 15% 13% 13% 13% 13% 13% 13% 9% 10% 7% 4% 4% 4% 5% 4% 2% 2% 3% 2% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Vacation/pleasure/leisure Visiting friends/relatives Special event, festival or concert Individual business travel Meeting/conference/trade show Wedding/Honeymoon Bus tour Passing through the area Other
33 Visitor Profile: Primary Purpose of Visit (cont.)
What was the primary purpose of your visit to Grand Junction? By segment and season
70% Season: Winter
60% 60%
50% 50% 50%
40% 32% 30% 27% 23% 20% 20% 20%
9% 10% 5% 5% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Vacation/pleasure/leisure Visiting friends/relatives Special event, festival or concert Individual business travel Meeting/conference/trade show Wedding/Honeymoon Bus tour Passing through the area Other
34 Visitor Profile: Primary Purpose of Visit (cont.)
What was the primary purpose of your visit to Grand Junction? By segment and season
69% 70% Season: Spring
60%
50%
39% 40% 38% 38% 38% 32% 30% 23% 18% 18% 20% 16% 13% 13% 13% 10% 8% 6% 5% 6% 3% 3% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Vacation/pleasure/leisure Visiting friends/relatives Special event, festival or concert Individual business travel Meeting/conference/trade show Wedding/Honeymoon Bus tour Passing through the area Other
35 Visitor Profile: Primary Purpose of Visit (cont.)
What was the primary purpose of your visit to Grand Junction? By segment and season
70% Season: Summer 63% 60% 55% 51% 49% 50%
40%
30% 30% 25%
19% 20% 17% 13% 13% 10% 10% 7% 6% 6% 5% 5% 5% 6% 6% 3% 2% 3% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Vacation/pleasure/leisure Visiting friends/relatives Special event, festival or concert Individual business travel Meeting/conference/trade show Wedding/Honeymoon Bus tour Passing through the area Other
36 Visitor Profile: Visits per Year
On average, how many times do you visit Grand Junction during a year? Average number of visits by season and segment
16
14 12.0 12 10.5 10
8 7.5 7.6 6.4 6 5.2 4.7 4 2.8 2.5 2.4 2.5 2.5 1.9 1.8 1.9 2 0 0 Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
*Please note: Outliers were removed from each segment to give a more accurate average. 37 Visitor Profile: Visits in Last 5 Years
Including your most recent visit, how many visits have you made to Grand Junction in the last five years?
100%
90%
80%
70%
60%
50% 39% 40%
30% 26% 23% 20% 13% 10% 369 217 122 246 0% 1 time 2-3 times 4-5 times More than 5 times
38 Visitor Profile: Visits in Last 5 Years (cont.)
Including your most recent visit, how many visits have you made to Grand Junction in the last five years?
Season: Fall 70%
60% 60% 52% 50% 47%
40% 34% 29% 30% 28% 27% 24% 23% 19% 20% 16% 13% 13% 10% 8% 5% 0% 0% 25 57 224 15 Passing through Day visitor Overnight visitor Seasonal resident
1 2-3 4-5 More than 5
39 Visitor Profile: Visits in Last 5 Years (cont.)
Including your most recent visit, how many visits have you made to Grand Junction in the last five years?
Season: Winter 90% 83% 80%
70%
60%
50%
40% 36% 32% 33% 33% 33% 30%
17% 18% 20% 14% 10% 0% 0% 0% 0% 0% 0% 0% 0% 0 6 22 3 Passing through Day visitor Overnight visitor Seasonal resident
1 2-3 4-5 More than 5
40 Visitor Profile: Visits in Last 5 Years (cont.)
Including your most recent visit, how many visits have you made to Grand Junction in the last five years?
Season: Spring 90%
80%
70%
60% 54% 50% 50% 50%
40% 38% 29% 30% 27% 27% 23% 23% 25% 19% 20% 17% 13% 10% 7% 0% 0% 0% 13 30 96 8 Passing through Day visitor Overnight visitor Seasonal resident
1 2-3 4-5 More than 5
41 Visitor Profile: Visits in Last 5 Years (cont.)
Including your most recent visit, how many visits have you made to Grand Junction in the last five years?
Season: Summer 90%
80%
70%
60%
50% 48% 48% 42% 44% 39% 40% 29% 30% 26% 21% 17% 20% 15% 15% 14% 12% 12% 11% 10% 6%
0% 33 65 333 18 Passing through Day visitor Overnight visitor Seasonal resident
1 2-3 4-5 More than 5
42 Visitor Profile: Demographic Profile
Gender
100%
90%
80%
70%
60% 58%
50% 42% 40%
30%
20%
10% 395 535 0% Male Female
43 Visitor Profile: Demographic Profile (cont.)
Age
50%
45%
40%
35%
30% 28% 25% 25% 23%
20%
15% 13%
10% 8%
5% 2% 0% 0% 79 126 214 264 234 4 18 10-17 18-24 25-34 35-44 45-54 55-64 65 and over
44 Visitor Profile: Demographic Profile (cont.)
Race
100% 88% 90%
80%
70%
60%
50%
40%
30%
20%
10% 4% 4% 1% 1% 1% 0% 825 42 39 0% 6 11 14 4 African American Asian Caucasian Hispanic / Pacific Islander Other American Indian Latino
45 Visitor Profile: Demographic Profile (cont.)
Which of the following best describes your family status?
50%
45% 40% 40%
35%
30%
25% 24%
20% 17%
15% 12% 10%
5% 4% 4% 108 38 34 160 223 369 0% Single, no children Single with children Single, children not Couple, no children Couple with Couple, children not at home children home
46 Visitor Profile: Demographic Profile (cont.)
Which of the following is your highest level of education (or that of your spouse/partner if higher that yours)?
50%
45%
40% 36% 35% 30% 30%
25%
20% 18%
15%
10% 9% 5% 5% 1% 50 172 336 89 286 0% 8 No high school High school Some College College graduate Some post- Post-graduate graduation graduate graduate work degree
47 Visitor Profile: Demographic Profile (cont.)
What is your current employment status?
100% 90% 80% 70% 60% 50% 47% 40% 31% 30% 20% 11% 10% 6% 1% 1% 1% 2% 439 56 101 294 0% 14 14 9 15 Employed, full- Employed, Self-employed Retired Not employed, Not employed, Disabled, not Student time part-time looking for not looking for able to work work work
48 VisitorVisitor Profile:Profile Demographic Profile (cont.)
Which category best represents your annual household income before taxes?
50%
45%
40%
35%
30%
25% 23% 20% 20% 19%
15% 14% 11% 10% 9% 5% 5% 160 0% 38 118 173 193 90 72 Less than $25,000 $25,000-$49,999 $50,000-74,999 $75,000-$99,999 $100,000-$149,999 $150,000-$199,999 $200,000 or more
49 Visitor Profile: Demographic Profile (cont.)
Where do you reside?
100% 96%
90%
80%
70%
60%
50%
40%
30%
20%
10% 3% 908 1% 0% 8 26 U.S. Canada Other
50 Visitor Profile: Demographic Profile (cont.)
Visitors from the United States, primarily came from:
XX XX XX XX XX XX
*Please note: Zip Code information includes all available data, not only data from completed surveys. 51 Visitor Profile: Demographic Profile (cont.)
XX XX XX XX XX XX
*Please note: Zip Code information includes all available data, not only data from completed surveys. 52 Visitor Profile: Demographic Profile (cont.)
Colorado Counties with the Highest Numbers of Visitors to Grand Junction
County State Count* Jefferson Colorado 54 El Paso Colorado 40 Arapahoe Colorado 39 Adams Colorado 32 Denver Colorado 31 Boulder Colorado 27 Mesa Colorado 24 Douglas Colorado 18 Weld Colorado 17
XX Larimer XX XX Colorado XX XX 14 XX
*Please note: Zip Code information includes all available data, not only data from completed surveys. 53 Visitor Profile: Demographic Profile (cont.)
Counties outside of Colorado with the Highest Numbers of Visitors to Grand Junction
County State Count* Salt Lake Utah 21 Maricopa Arizona 20 Clark Nevada 16 Los Angeles California 13 San Diego California 10 Harris Texas 6 Cook Illinois 6 Orange California 5 Washoe Nevada 5
XX Yavapai XX XX Arizona XX XX 5 XX Pima Arizona 5 Lancaster Nebraska 5 Sangamon Illinois 5
*Please note: Zip Code information includes all available data, not only data from completed surveys. 54 Buying Process Buying Process: Competitive Set
Did you consider any other destination(s) before deciding to visit Grand Junction?
100%
90%
80% 74% 70%
60%
50%
40%
30% 26%
20%
10% 228 649 0% Yes No
56 Buying Process: Competitive Set (cont.)
Please list the destination(s) considered:
Day visit Overnight visit
1. Moab, UT (7) 1. Moab, UT (48)
2. Misc. Colorado Towns (7) 2. Denver, CO (32) (Western Slopes, Gunnison, Ouray, Durango)
3. Denver, CO (6) 3. Durango, CO (32)
4. Salt Lake City, UT (4) 4. Utah (32)
5. Montrose, CO (3) 5. Glenwood Hot Springs, CO (24)
6. Gunnison/Crested Butte, CO (18)
7. Jackson Hole/Wyoming (16)
8. Aspen (12)
XX 9. Idaho (10) XX
10. Vail (10)
*Please note: Response counts are approximate. 57 Buying Process: Advance Planning
How far in advance of your arrival did you decide to visit Grand Junction?
50%
45%
40%
35% 30% 30%
25%
20% 18%
15% 13% 11% 11% 10% 10% 5% 5% 2% 46 95 114 160 265 100 86 0% 16 The day of visit Less than one 1-2 weeks 2 weeks to a 1-3 months 4-5 months 6-12 months More than 12 week month months
58 Buying Process: Sources of Information
Which of the following sources of information did you use before deciding to visit Grand Junction?
Internet 318 37%
Recommendation from friend 260 30%
Grand Junction website 238 28%
Other 182 21%
Grand Junction Visitor's Guide 175 20%
Radio 120 14%
Special event 106 12%
Newspapers/Mags/Brochures 65 8%
Social websites 55 6%
AAA/Travel agent/tour op 44 5%
Business associates 34 4%
Television 8 1%
Trip Advisor 4 0%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
59 Buying Process: Sources of Information
Which ONE of the following sources of information was the most helpful in your decision to visit Grand Junction?
Internet 159 22%
Recommendation from friend 152 21%
Other 108 15%
Grand Junction website 101 14%
Grand Junction Visitor's Guide 72 10%
Special event 58 8%
Trip Advisor 43 6%
Newspapers/Mags/Brochures 7 1%
Social websites 7 1%
AAA/Travel agent/tour op 7 1%
Business associates 7 1%
Television 7 1%
Radio 0%
0% 5% 10% 15% 20% 25% 30%
60 Buying Process: Sources of Information (cont.)
Which ONE of the following sources of information was the most helpful in your decision to visit Grand Junction? Season: Fall
Recommendation form a friend/colleague
Business associates
Special event
Television
Radio
Internet
AAA/Travel agent/tour operator
Newspapers/Magazines/Brochures
Social websites (Facebook, Twitter, Youtube, etc.)
TripAdvisor
Grand Junction website (VisitGrandJunction.com)
Grand Junction Visitor's Guide
Other
0% 5% 10% 15% 20% 25% 30% 35% 40%
Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
61 Buying Process: Sources of Information (cont.)
Which ONE of the following sources of information was the most helpful in your decision to visit Grand Junction? Season: Winter
Recommendation form a friend/colleague
Business associates
Special event
Television
Radio
Internet
AAA/Travel agent/tour operator
Newspapers/Magazines/Brochures
Social websites (Facebook, Twitter, Youtube, etc.)
TripAdvisor
Grand Junction website (VisitGrandJunction.com)
Grand Junction Visitor's Guide
Other
0% 5% 10% 15% 20% 25% 30% 35% 40% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
62 Buying Process: Sources of Information (cont.)
Which ONE of the following sources of information was the most helpful in your decision to visit Grand Junction? Season: Spring
Recommendation form a friend/colleague
Business associates
Special event
Television
Radio
Internet
AAA/Travel agent/tour operator
Newspapers/Magazines/Brochures
Social websites (Facebook, Twitter, Youtube, etc.)
TripAdvisor
Grand Junction website (VisitGrandJunction.com)
Grand Junction Visitor's Guide
Other
0% 5% 10% 15% 20% 25% 30% 35% 40% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
63 Buying Process: Sources of Information (cont.)
Which ONE of the following sources of information was the most helpful in your decision to visit Grand Junction? Season: Summer
Recommendation form a friend/colleague
Business associates
Special event
Television
Radio
Internet
AAA/Travel agent/tour operator
Newspapers/Magazines/Brochures
Social websites (Facebook, Twitter, Youtube, etc.)
TripAdvisor
Grand Junction website (VisitGrandJunction.com)
Grand Junction Visitor's Guide
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
64 Buying Process: Decision to Visit
Which ONE of these factors was most important in your decision to visit Grand Junction?
Previous visit experience 175 20% Visiting friends/family 136 16% Other 93 11% Wine Country 87 10% City/State/National Parks 84 10% Location/proximity to other destinations 58 7% Concert/festival/special event 36 4% Mountain biking 29 3% Hiking 23 3% Business 20 2% Shopping 18 2% Road biking 16 2% Lodging accommodations 14 2% Family attractions/parks 14 2% Golf 14 2% Low cost and/or good value 12 1% Public land 12 1% Museums/Art/Culture 10 1% Honeymoon/wedding 8 1% Fishing 4 0% Rafting 3 0% ATV/Jeeping 2 0% Hunting 0 0% 0% 5% 10% 15% 20% 25% 30%
65 Buying Process: Spend on Lodging
How much did you spend on lodging?
50%
45%
40%
35%
30% 27% 25% 21% 20% 14% 15% 13%
10% 8% 8% 6% 5% 3% 277 30 143 215 133 82 61 82 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500
66 Buying Process: Spend on Lodging
How much did you spend on lodging? By segment and season
Segment: Passing through 100%
90%
80% 70% 70% 67%
60%
50% 48%
40%
30% 19% 20% 17% 13% 9% 7% 7% 8% 7% 8% 7% 10% 4% 4% 4% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
67 Buying Process: Spend on Lodging (cont.)
How much did you spend on lodging? By segment and season
Segment: Day visitor 100%
90%
80% 75% 74% 70% 60% 60% 58%
50%
40%
30% 25%
17% 20% 15% 12% 12% 10% 8% 6% 6% 10% 4% 4% 4% 2% 2% 2% 2% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
68 Buying Process: Spend on Lodging (cont.)
How much did you spend on lodging? By segment and season
Segment: Overnight visitor 100%
90%
80%
70%
60%
50%
40%
30% 24% 24% 25% 26% 19% 19% 19% 20% 16% 17% 17% 17% 16% 13% 14% 13% 12% 12% 10% 10% 8% 9% 9% 8% 9% 10% 5% 5% 4% 3% 5% 6% 5% 1% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
69 Buying Process: Spend on Lodging (cont.)
How much did you spend on lodging? By segment and season
Segment: Seasonal resident/second homeowner 100%
90%
80%
70%
60% 50% 50% 47% 39% 40% 38% 33% 33% 33% 30% 28% 20% 20% 13% 13% 11% 10% 6% 7% 6% 6% 7% 7% 6% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500
Fall Winter Spring Summer
70 Buying Process: Spend on Food
How much did you spend on food?
50%
45%
40%
35%
30% 25% 25% 21% 20% 18%
15% 12% 9% 10% 8% 4% 5% 3% 95 190 265 222 127 84 31 42 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500
71 Buying Process: Spend on Food
How much did you spend on food? By segment and season
Segment: Passing through 100%
90%
80%
70%
60%
50% 39% 40% 38% 33% 33% 29% 30% 25% 17% 17% 17% 20% 16% 13% 8% 8% 10% 4% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 3% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
72 Buying Process: Spend on Food (cont.)
How much did you spend on food? By segment and season
Segment: Day visitor 100%
90%
80%
70% 67%
60%
50% 43% 40% 36% 33% 30% 28% 28% 28% 23% 20% 20% 17% 17% 13% 9% 7% 10% 5% 4% 5% 5% 4% 3% 2% 3% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
73 Buying Process: Spend on Food (cont.)
How much did you spend on food? By segment and season
Segment: Overnight visitor 100%
90%
80%
70%
60%
50% 43% 40% 33% 31% 29% 30% 25% 23% 21% 22% 19% 20% 15% 15% 14% 13% 13%13% 14% 10% 10% 10% 9% 4% 4% 3% 3% 4% 1% 4% 2% 2% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
74 Buying Process: Spend on Food (cont.)
How much did you spend on food? By segment and season
Segment: Seasonal resident/second homeowner 100%
90%
80%
70%
60% 50% 50% 47%
40% 38% 33% 33% 33% 30% 22% 20% 20% 17% 17% 17% 13% 11% 11% 10% 7% 7% 7% 7% 7% 6% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
75 Buying Process: Spend on All Other Expenses
How much did you spend on all other expenses?
50%
45%
40%
35%
30%
25% 20% 20% 18% 18%
15% 12% 11% 10% 10% 8% 4% 5% 126 190 190 211 116 105 42 84 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500
76 Buying Process: Spend on All Other Expenses
How much did you spend on all other expenses? By segment and season
Segment: Passing through 100%
90%
80%
70%
60%
50% 44% 42% 40% 33% 34%
30% 24% 20% 17% 20% 14% 12% 10% 8% 8% 8% 8% 8% 4% 3% 3% 4% 3% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
77 Buying Process: Spend on All Other Expenses
How much did you spend on all other expenses? By segment and season
Segment: Day visitor 100%
90%
80%
70%
60%
50%
40% 33% 33% 30% 26% 23% 25% 23% 19% 17%17%20% 18% 20% 17% 20% 15% 13% 13% 13% 11% 10% 10% 8% 7% 8% 3% 2% 3% 2% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
78 Buying Process: Spend on All Other Expenses
How much did you spend on all other expenses? By segment and season
Segment: Overnight visitor 100%
90%
80%
70%
60%
50% 40% 40%
30% 24% 21% 21% 23% 17% 17% 17% 20% 15% 14% 13% 14% 11% 12% 9% 10% 10% 11% 10% 9%10% 8% 10% 7% 8% 10% 5% 5% 5% 6% 5% 6% 6% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
79 Buying Process: Spend on All Other Expenses
How much did you spend on all other expenses? By segment and season
Segment: Seasonal resident/second homeowner 100%
90%
80%
70%
60% 53% 50% 50%
40% 38% 33% 33% 33% 30% 28% 22% 22% 20% 13% 13% 13% 11% 10% 7% 6% 7% 6% 6% 7% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Less than $25 $25-$50 $51-100 $101-$200 $201-$300 $301-$400 $401-$500 More than $500 Fall Winter Spring Summer
80 Visit Experience
*Please note: For the different activities listed in this section, a 0% indicates the actual NPS ratings for that particular activity. If an activity has no respondents, that activity will not have any rating associated with it. Visit Experience: Likelihood to Recommend
How likely are you to recommend Grand Junction to others? Overall Net Promoter scores by segment and season
100% 94% 90% 83% 80% 75% 72% 73% 68% 70% 66% 67% 67% Overall 64% 62% 58% 2015-2016 60% 57% LTR NPS is 65% 50%
40% 28% 30% 25% 20%
10%
0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
82 Visit Experience: What Liked Best
Likelihood to Recommend Promoters (9 & 10) Liked Best
xx xx xx
83 Visit Experience: Detractors’ Reasons
Likelihood to Recommend Detractors (1-6) Explained
xx xx xx
84 Visit Experience: Likelihood to Return
How likely are you to return to Grand Junction? Overall Net Promoter scores by segment and season
100% 100% 100% 100% 94% 90% 90%
80% 76% 71% 70% 65% 67% Overall 61% 58% 2015-2016 60% Likelihood 50% 54% to Return 50% NPS is 59% 40% 30% 30% 22% 20%
10%
0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
85 Visit Experience: Compare to Expectations
How did your visit experience compare to your expectations? Overall Net Promoter scores by segment and season
100% 83% 80%
60%
40% 33% 20% 20% 9% Overall 2% 3% 0% 4% 0% 2015-2016 0% Compare to -1% Expectations -6% -7% NPS is 1% -20% -19% -17%
-40% -36% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
86 Visit Experience: Geographic Area
Which geographic parts of the Grand Junction area did you visit (Please select all that apply.)
100%
90%
80%
70% 66%
60% 51% 50% 43% 40% 41% 40%
30% 27% 27%
20%
10% 7%
0% 627 410 255 481 381 393 259 65 Downtown I/70 Horizon Mesa Mall area Colorado Fruita Palisade Grand Mesa Other Drive National Monument
87 Visit Experience: Travel Experience
How did you travel to Grand Junction?
100%
90%
80% 71% 70%
60%
50%
40%
30%
20% 12% 10% 7% 5% 1% 1% 2% 1% 66 680 118 52 0% 5 8 19 8 Plane Personal car Rental car Tour bus / Motorcycle RV / Camper Train Other Motorcoach
88 Visit Experience: Travel Experience (cont.)
How did you get around once you arrived in the Grand Junction area? (Please select all that apply.)
100% 95% 90%
80%
70%
60%
50%
40%
30%
20% 12% 8% 10% 1% 2% 904 76 117 <1% <1% 0% 3 12 4 17 Car Bicycle Walk Public Taxi Limo / Car Other Transportation Service
89 Visit Experience: Travel Experience (cont.)
Please rate your local travel experience: Overall Net Promoter score per travel method used
100% 100% 100%
90%
80%
70%
60% 49% 49% 50% 42% 40% 37%
30%
20%
10% 884 74 113 3 12 4 0% Driving Cycling Walking Public Taxi Limo/Car Service Transportation
90 Visit Experience: Bureau/Forest Service
Did you visit any Bureau of Land Management or U.S. Forest Service public lands during your time in the Grand Junction area?
100%
90%
80%
70%
60%
50% 47%
40% 35% 30% 18% 20%
10% 904 76 117 0% Yes No I don't know
91 Visit Experience: Accommodations NPS
Accommodations: Overnight Visitors Only
100%
90%
80%
70%
60%
50% 39% 39% 40% 34%
30% 24% 20%
10%
0%
Fall Winter Spring Summer
92 Visit Experience: Activities
What did you do during your visit to Grand Junction? (Please select all that apply.) Number of respondents per activity Restaurants/Dining 663 City/State/National Parks 360 Shopping/Retail 360 Visitor's Center 341 Wineries/Breweries/Distilleries 326 Hiking 269 Visit friends/family 209 Orchards 172 Museums/Art/Culture 138 Concert/Festival/Special event 123 Other 114 Public land 113 Family Attractions/Parks 85 Mountain biking 70 Road biking 68 Business 54 Golf 50 Fishing 34 Rafting 27 ATV/Jeeping 25 Spa/Salon 24 Honeymoon/wedding 8 Hunting 4 0 100 200 300 400 500 600 700
93 Visit Experience: Activity Net Promoter Scores
Activities
100%
90% 83% 77% 80% 76% 76% 76% 74% 70% 70% 67% 67% 57% 60% 56% 54% 52% 50% 50% 39% 37% 36% 40% 33% 33% 30% 26% 20% 10% 0%
*Denotes small sample size
94 Visit Experience: Visitor’s Center NPS
Visitor’s Center By segment and season
100% 100% 100% 100% 100% 100% 90% 90% 78% 80% 76% 75% 73% 74% 70% 60% 60% 57%
50% 38% 40%
30% 25% 20%
10% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
95 Visit Experience: Restaurants/Dining NPS
Restaurants/Dining By segment and season
100% 100%
80% 70% 67% 60% 44% 45% 39% 42% 41% 40% 33% 34% 25% 29% 20% 6% 0% 0% 0%
-20%
-40%
-60%
-80%
-100% -100% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
96 Visit Experience: Wineries/Breweries NPS
Wineries/Breweries/Distilleries By segment and season
100% 100% 100% 100% 100%
90% 83% 80% 76% 73% 70% 60% 60% 57% 60% 54% 50% 50%
40%
30% 25% 20%
10% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
97 Visit Experience: Orchards NPS
Orchards By segment and season
100% 100% 100% 100% 100%100%
90%
80% 71% 70% 67% 67% 64% 63% 60% 60% 60%
50%
40%
30%
20%
10% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
98 Visit Experience: Shopping/Retail NPS
Shopping/Retail By segment and season
100%
90%
80% 75%
70% 64% 60%
50%
40% 36% 31% 32% 30% 25% 27% 25% 20% 22% 20% 8% 10% 0% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
99 Visit Experience: Spa/Salon NPS
Spa/Salon By segment and season
100% 100% 100%
90%
80%
70%
60% 50% 50% 50% 50% 43% 40%
30%
20%
10% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
100 Visit Experience: Museums/Art/Culture NPS
Museums/Art/Culture By segment and season
100% 100% 100% 100% 100% 100%
90%
80%
70% 67% 67% 67% 59% 61% 60% 50% 50% 50%
40% 30% 30% 22% 20%
10% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
101 Visit Experience: Family Attractions/Parks NPS
Family Attractions/Parks By segment and season
100% 100%100% 100% 100% 86% 75% 80% 67% 67% 60% 50% 50% 45% 42% 40%
20%
0%
-20%
-40%
-60%
-80%
-100% -100% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
102 Visit Experience: City/State/National Parks NPS
City/State/National Parks By segment and season
100% 100% 100% 100% 100% 100% 100% 100% 89% 88% 90% 83% 84% 80% 79% 80%
70%
60%
50% 40% 40%
30%
20%
10%
0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
103 Visit Experience: Public Land NPS
Public Land By segment and season
100% 100% 100% 100% 100% 100%
90% 80% 80% 74% 71% 70% 67%
60%
50%
40% 33% 30%
20%
10% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
104 Visit Experience: Golf NPS
Golf By segment and season
100% 100% 100% 100% 100%100%
80% 75% 60% 60%
40%
20% 0% 0% 0%
-20%
-40%
-60%
-80% -100% -100% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
105 Visit Experience: Hiking NPS
Hiking By segment and season
100% 100% 100% 100% 89% 89% 90% 83% 78% 80% 75% 68% 70% 67% 67%
60% 50% 50% 50%
40%
30%
20%
10% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
106 Visit Experience: Mountain Biking NPS
Mountain Biking By segment and season
100% 100% 100% 100%
90% 86% 80% 80% 75% 76% 70% 67%
60% 50% 50%
40%
30%
20%
10% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
107 Visit Experience: Road Biking NPS
Road Biking By segment and season
100% 100% 100% 100% 80% 80% 62% 60% 50%
40% 33% 30% 33% 20%
0%
-20%
-40%
-60%
-80% -100% -100% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
108 Visit Experience: Hunting NPS
Hunting By segment and season
100% 100% 100% 100% 80% 80% 62% 60% 50%
40% 33% 30% 33% 20%
0%
-20%
-40%
-60%
-80% -100% -100% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
109 Visit Experience: Fishing NPS
Fishing By segment and season
100% 100%
90%
80%
70%
60% 50% 50% 50% 50% 41% 40%
30%
20% 17%
10% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
110 Visit Experience: Rafting NPS
Rafting By segment and season
100% 100% 100% 100% 100%
90% 83% 80%
70%
60% 50% 50% 50%
40%
30%
20%
10% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
111 Visit Experience: ATV/Jeeping NPS
ATV/Jeeping By segment and season
100% 100%100% 100%
80% 67% 71% 60%
40%
20% 0% 0% 0% 0%
-20%
-40%
-60%
-80% -100% -100% -100% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
112 Visit Experience: Business NPS
Business By segment and season
100% 100% 100%
80% 67%
60% 50%
40% 33% 33% 22% 21% 20% 0% 0% 0% 0% 0%
-20%
-40%
-60% -50% Passing through Day visitor Overnight visitor Seasonal resident/second homeowner
Fall Winter Spring Summer
113 Visit Experience: Moving/Relocation
Have you considered either of the following (Please select all that apply.):
100%
90%
80%
70% 64% 60%
50%
40% 35% 30%
20% 9% 10% 329 89 607 0% Moving to the Grand Junction area Relocation/starting a business in the Neither of the above Grand Junction area
114 Attractions Attractions
Respondents who selected “Concert/Festival/Special Event” as the most important factor in decision-making process By season and segment
10% 9% 8% 7% 6% 6% 5% 5% 5% 5% 4% 4% 3% 3% 3% 2% 2% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Passing through Day visitor Overnight visitor Seasonal All Visitors resident/second homeowner
Fall Winter Spring Summer
116 Attractions: Visitor Satisfaction & Loyalty (cont.)
Please rate your experience on the following: Overall NPS scores for each event attended
Grand Junction Air Show 3 100% Tour of the Moon Cycling Classic 4 100% Colorado Pro Rodeo Finals (CRPA) 1 100% Pork & Hops BBQ Cook-off 2 100% Tour of the Valley Bicycle Ride 2 100% Dinosaur Days / Feast of Skulls 1 100% The GJ Off-Road Mountain Bike Endurace Event 2 100% Spring Barrel Tasting 5 100% Rumble at 18 Road 2 100% Tour De Vineyards Bicycle Tour 6 83% Art on the Corner 11 82% Colorado Mountain Winefest 27 81% Winter Festival & Parade of Lights 5 80% Palisade Bluegrass & Roots Music Festival 5 80% Mike the Headless Chicken Festival 5 80% Downtown Art & Music Festival 10 70% Junior College Baseball World Series (JUCO) 3 67% Grand Valley Marathon/ Half Marathon/10K/5K 3 67% Fruita Fat Tire Festival 67 67% Palisade Peach Festival 24 58% Downtown Farmer's Market 30 57% Colorado Lavendar Festival 14 43% Country Jam USA Music Festival 8 38% Rim Rock Marathon 1 0% Downtown Car Show 1 0% Mesa County Fair 6 0% HITS Triathlon 1 0% Loudwire Music Festival 0 Rose Hill Rally Bicycle Ride 0 0 0.2 0.4 0.6 0.8 1 117 Perceptions & Positioning Positioning: Perception of Grand Junction
Please indicate the extent to which you agree that each of the following phrases accurately represents Grand Junction:
Grand Junction is the Gateway to Colorado National Monument 73% 27%
Grand Junction is a Different Side of Colorado 54% 46%
Grand Junction is "Colorado's Wine Country" 51% 48% 1%
Grand Junction is a Land of Bold Contrasts 44% 54% 2%
Grand Junction is Dramatically Different 37% 61% 2%
0 0.2 0.4 0.6 0.8 1
Very Accurate (9-10) (3-8) Not At All Accurate (1-2)
119 Positioning: Perception of Grand Junction (cont.)
Which of the following phrases most appeals to you?
100%
90%
80%
70%
60%
50%
40% 29% 28% 30% 23% 20% 13% 10% 6% 273 212 260 124 60 0% Grand Junction is a Grand Junction is Grand Junction is the Grand Junction is a Land Grand Junction is Different Side of "Colorado's Wine Gateway to Colorado of Bold Contrasts Dramatically Different Colorado Country" National Monument
120 Positioning: Perception of Grand Junction (cont.)
1
0.9
0.8
0.7
0.6
0.5
0.4 74% 0.3 65% 53% 47% 0.2 35% 26% 0.1
0 Prior to visiting Grand Junction, had Prior to visiting Grand Junction, had Have you ever referred to Grand you ever heard it referred to as you ever heard it referred to as "GJ"? Junction as "GJ"? "Colorado's Wine Country"?
Yes No
121 Report Prepared By:
Guest Research, Inc. 6041 S. Syracuse Way, #315 Greenwood Village, CO 80111 303.488.9808 www.GuestResearch.com