2014 LAKE HAVASU CITY BENCHMARK VISITOR STUDY

Conducted for the Lake Havasu City Convention & Visitors Bureau

prism. travel & hospitality consulting. The Bureau would like to thank the following individuals who contributed their time and energy to review successive drafts of the visitor survey and maximize its effectiveness as a survey instrument.

Cindy Aldridge Jerry Aldridge Bonnie Butterworth Don Callahan Rebecca Carder Charlie Cassens Kathryn Felke Michelle Gardia Ida Jones Jan Kassies Bob Keller Mayor Mark Nexsen Ron Nickel Margaret Nyberg Cal Sheehy Kathy Silverthorn Doug Traub . The Bureau also acknowledges the important contribution of the Partnership for Economic Development, which allowed the number of surveys distributed in the sample to be increased and the statistical accuracy of the results to be improved.

2 TABLE OF CONTENTS – 1of 3 Background and Methodology…………………………………...…… 6 Executive Summary………………………………………………..…. 11 Visitor Overview……………………………………………….……. 34 VISITOR SEGMENTS: Recent Overnight Visitors………………………………………... 42 Traveler Spend and Visitor Value…………………………………. 71 Past Overnight Visitors………………………………………...... 77 Day Visitors………………………………………………………. 89 Non-Visitors…………………………………………………...... 105 Passed Through, Didn’t Visit…………………………………...... 107 Heard of Lake Havasu, Never Visited……………………………. 115 Never Heard of Lake Havasu……………………………………. 127 SPECIAL ISSUES Participation in Boating on Lake Havasu…………………………. 134 Special Events………………………………..……………………. 150

3 TABLE OF CONTENTS – 2 of 3 SPECIAL ISSUES (continued) Havasu Landing Resort & Casino……..……...……………...…… 156 Peer to Peer Lodging Intentions……………………..…….…….. 162 Accommodations…………………………….…………………. 168 Impressions and Nicknames……………………………….….…. 181 Wayfinding…………………………………………………..…..... 203 CVB Usage and Impressions………………………………..…..... 212 Visitor Travel Planning and Social Networking………………..…. 227 Resident Reactions…………………………..………………..…. 238 VISITOR ORIGINS AND DEMOGRAPHICS Visitor Origins………………………………….……….…..……. 259 Top 100 Zip Codes of Origin…..……………….…..……………. 266 Heard of, Never Visited but Expressed Interest………………….. 268 Visitor Demographics…………………………………………….. 269

4 TABLE OF CONTENTS – 3 of 3 ATTRACTIONS AND ACTIVITIES Attractions and Activities: Ranked……………………………..…. 288 Attractions and Activities That Prompt a Return……...…………. 308 Comparison of Behavior to What Would Prompt Return……… 319 Attractions That Prompt Return – Ranked by Category………... 324 Activities That Prompt Return – Ranked by Category………….. 337 DASHBOARDS Dashboards by Month…………………………………………..... 347 Dashboards by Visitor Type……………………………………..... 372 Dashboards by Economic Impact….………………………….…. 382 Dashboards by Millennial Visitors and Gamblers..……………..... 388 Dashboards by Visitors Who Visit in June-July………………….... 406 APPENDIX Attractions Visited – Ranked by Category…………..…….……... 408 Activities Participation– Ranked by Category……..……………... 422

5 BACKGROUND AND METHODOLOGY

6 Methodology • This survey was administered in October 2014 via a customized Internet survey tool and sent to a targeted group of 55,300 demographically balanced households identified as travelers. • This survey targeted respondents west of the Mississippi, plus Illinois, Michigan and western Canada. – This region was surveyed because data from the internal LHCCVB database indicates 82% of visitors reside in these areas. – It would be cost ineffective to survey or market to the 18% who reside east of the Mississippi. • 5,569 responded, and 92 responses were culled out as potentially unreliable, leaving a total response of 5,477, representing a response rate of 10.1%. • These statistics are valid +/- 0.8%, which was achieved by narrowing the field of respondents to travelers rather than surveying the general population. • Lake Havasu City residents were included in the study with a specialized set of questions and their data was analyzed separately from the external sample. 5,000 residents were invited to participate by email and the survey was also made available via hyperlink on the CVB website. A total of 338 completed the survey, 68 sourced from the website hyperlink and 270 from the email invitation. 5 responses were culled out as potentially unreliable, leaving a total of 333 completed resident surveys. • The margin of error for responses from Lake Havasu City residents is +/- 5.3%.

Methodology

• The survey instrument was crafted as a benchmarking tool, repeating questions and sampling methods from the 2010 Visitors Study to allow comparisons to prior results. • In addition, new questions were added to reflect new issues and trends. • The survey development was a collaborative effort of The Prism Partnership, Lake Havasu City Convention & Visitors Bureau, and the input and review of Lake Havasu City business people and civic leaders. • This is an extensive, detailed umbrella survey, with a customized survey embedded for each of 8 different respondent types. – Most destinations only customize for 2 or 3 respondent types. – The extra level of detail provides data for potential visitors and past visitors as well as current visitors. • The results of carefully-designed and executed Internet surveys such as this one are projectable to the population at large since 80% of the US population has Internet access. (Source: US Census Bureau 2010 Census).

IllustrationsLAKE of countryHAVASU and CITY administry BENCHMARK districts VISITORS STUDY SURVEY COVERAGE AREA SHOWN BELOW A REPRESENTATIVE SAMPLING OF TRAVELERS FROM THE HIGHLIGHTED STATES, PLUS BRITISH COLUMBIA AND ALBERTA RESPONSE PROFILE The 2014 Lake Havasu City Benchmark Visitors Study was sent to a demographically balanced sample of 55,300 travelers west of the Mississippi, plus Illinois, Michigan and Western Canada. A total of 5,569 responded, from which 92 were culled out as potentially unreliable. This leaves 5,477 total respondents and a response rate of 10.1%. See below for breakouts by respondent type. The overall study has a margin of error of +/- .08%, and the data for nearly all segments is reliable, with the exception of the vacation home segment (denoted with a **) which has a sample size too small to drill down for further detail. (The long-term visitors segment was too small to drill down for further detail in 2010.)

RESPONDENT TYPE 2014 PERCENT OF SAMPLE (2010 comp) RESPONDENTS (2010 comp)

OVERNIGHT PAST 12 MOS 6.1% (5.3%) 334 (228)

OVERNIGHT 2-3 YRS AGO 4.9% (3.7%) 268 (155)

PAST OVERNIGHT, 3+ YEARS AGO 5.1% (4.9%) 279 (206)

SUB-TOTAL: OVERNIGHT VISITORS 16.1 (13.9%) 881 (589)

LONG-TERM VISITORS** 2.3% (1.3%) 126 (54)

VACATION HOME / CONDO / 1.0% (1.2%) 55 (51) TIMESHARE** SUB-TOTAL: LONG-TERM VISITORS 3.3 (2.5%) 181 (105)

DAY VISITORS 5.6% (5.9%) 307 (248)

THROUGH OR NEAR, DIDN’T VISIT 8.0% (8.4%) 438 (353)

HEARD OF, NEVER VISITED 33.7% (36.3%) 1,851 (1525)

NEVER HEARD OF 32.1% (32.9%) 1,759 (1,382)

LIVE FULL TIME LAKE HAVASU CTY 1.1% (na) 60 (na)

TOTAL 100.0% 5,477 (4,202) 10 EXECUTIVE SUMMARY

11 EXECUTIVE SUMMARY

BACKGROUND • This study was conducted to gain reliable and projectable data about travelers’ awareness, visitation, experiences and impressions of Lake Havasu City, and to measure changes since the baseline study conducted in 2010. • This data provides the source for visitor profiles based on their tourism revenue potential to Lake Havasu City, allowing the most targeted and effective use of the tourism marketing budget. METHODOLOGY • The 2014 Lake Havasu City Benchmark Visitors Study was sent by email invitation to a demographically balanced sample of 55,300 travelers west of the Mississippi, plus Illinois, Michigan and Western Canada. • This geography was targeted because analysis of LHCCVB’s internal database revealed 82% of visitors live in this area. • A total of 5,569 responded, from which 92 were culled out as potentially unreliable. This resulted in 5,477 total respondents and a response rate of 10.1%. • The overall study has a margin of error of +/- .08%.

12 EXECUTIVE SUMMARY

SIGNIFICANT FINDINGS • There was a significant increase in overnight and long-term visitors to Lake Havasu City, 16.6% overall in 2014, up from 13.9% in 2010 for overnight visitors and 3.3% in long-term visitors, up from 2.5% in 2010. • Analysis of the data reveal these increases in overnight visitors are the result of conversion of travelers who had heard of but never visited Lake Havasu City. • It is important to understand that this is a very positive change to the fundamental composition of visitors to Lake Havasu City, and is separate from any natural increases in overall tourism to Arizona. • The charts on the next two pages illustrate these changes in detail.

13 TRENDS - Experience With Lake Havasu City

2014 results show two important changes since 2010; more travelers west of the Mississippi are aware of Lake Havasu City, and there were significant gains in overnight and long-term visitors. The new overnight and long-term visitors were converted from those who previously heard of, but had never visited Lake Havasu City. As shown below, overnight visitors have increased while day visitors have remained essentially flat. This results in a very positive economic impact for the city, since each overnight travel party has a value of $662 in total average spend compared to day visitor parties who average $269.

Experience With Lake Havasu City

2014 2010

16.6% OVERNIGHT VISITORS-NET 13.9% Visited overnight in the past 12 months 5.3%6.3%

Visited overnight 2-3 years ago 3.7%5.1% Visited 3+ years ago 5.2% 4.9%

LONG TERM VISITORS NET 2.5%3.3% Non-visitors Long-term visitors 2.4% 1.3% converted to 1.1% Vacation home/condo/timeshare 1.2% Overnight and Long 5.8% DAY VISITORS 5.9% Term Visitors

Been through or near 8.2% 8.4% Heard of it, never visited 33.8% 36.3% Never heard of it 32.1% 32.9% 74.1% NON VISITORS NET 77.6%

14 TRENDS - Experience With Lake Havasu City

The chart below shows the same data as the previous graph, but in numeric rather than visual form. The greatest changes have been a growth in recent overnight visitors, both 2-3 years ago and in the past 12 months. There was also growth in long-term visitors, that is, those who visit for 2 months or longer. There was a slight decline in those staying in vacation homes, condos and timeshares, as well as a slight decline in the proportion of day visitors. The greatest declines were in those who had heard of but never visited Lake Havasu City, and a healthy decline in those who had never heard of it. NOTE: Taking into account the small margins of error in both studies, the ranges of Net Overnight Visitors would be: 2010: 13.0%-14.8% and in 2014: 15.8%-17.4%, making the worst case scenario 14.8% in 2010 and 15.8% in 2014, for a net difference of a +1.0% growth in net overnight visitors. This exercise is given simply to show a there was positive change that falls outside the margin of error, no matter how it is analyzed.

2010 2014 CHANGE NON VISITORS NET 77.6% 74.1% -3.5% Never heard of it 32.9% 32.1% -0.8% Heard of it, never visited 36.3% 33.8% -2.5% Been through or near 8.4% 8.2% -0.2%

DAY VISITORS 5.9% 5.8% -0.1%

Vacation home/condo/timeshare 1.2% 1.1% -0.1% Long-term visitors 1.3% 2.4% 1.1% LONG TERM VISITORS NET 2.5% 3.5% 1.0%

Visited 3+ years ago 4.9% 5.2% 0.3% Visited overnight 2-3 years ago 3.7% 5.1% 1.4% Visited overnight in the past 12 months 5.3% 6.3% 1.0% OVERNIGHT VISITORS-NET 13.9% 16.6% 2.7% 15 EXECUTIVE SUMMARY VISITOR OVERVIEW • 16.6% of respondents have been overnight visitors to Lake Havasu City at some time in the past, a further 3.3% are long-term overnight visitors, and 5.8% are day visitors. • There are nearly twice as many overnight visitors as day visitors to Lake Havasu City. • Approximately one-third of all travelers west of the Mississippi, Illinois, Michigan and Western Canada have heard of Lake Havasu City, but never visited. • Another one-third of travelers in this region have never heard of Lake Havasu City. • Taking into account all types of visitors, the peak months of visitation are June and July, and the lowest months are November and December. • When seasonality is viewed by nights, June through August are highest, followed by December, January and March. Hotel nights and Hotel + RV nights correspond fairly well to bed tax, except in March when bed tax surges slightly higher than visitor hotel nights, and June and July when visitor hotel nights surge above occupancy tax. • Two-thirds of visitors arrive in their own personal auto, and a further 17% in a rental vehicle. • It’s likely that as many as 20% of visitors were traveling by commercial plane for some part of their journey, even though they arrived in town by rental car. 2014 Trends: • Increase in: Decrease in: Visitors staying overnight in the past 12 months Day visitors Visitors staying overnight 2-3 years ago People who passed through without visiting Visitors during June and July People who heard of Lake Havasu City but never visited Visitors arriving by RV 16

EXECUTIVE SUMMARY

VISITOR OVERVIEW (continued) • The trends in the characteristics visitors say make Lake Havasu City unique have held firm, with natural beauty and “fun destination” maintaining the top spots, but a virtual tie for #3 between “lake/river” and “the people”. A new category emerged in 2014, although it is near the bottom of the list, “close to gambling.” • Las Vegas remains the number one alternative destination considered when visitors chose Lake Havasu City, but Grand Canyon moved from #5 to #2 and Lake Tahoe from #2 to #3. • The reasons visitors chose Lake Havasu City over other destinations has changed somewhat. The lake has moved to the top spot, up from #5 in 2010, beautiful scenery moved to #2 from #3, and “the fun” moved up to #3 from #6 in 2010. • The average number of visits per year declined very slightly from 2.4 in 2010 to 2.2 in 2014. • The average length of stay increased substantially from 3.6 nights in 2010 to 4.3 nights in 2014. • Mid-price hotels are still the number one accommodation choice of overnight visitors and was even higher in 2014 than 2010. • There has been a marked increase in visitors staying with friends and relatives and RV/camping in 2014 than in 2010, with a corresponding downward shift in the proportion of those staying with luxury or budget hotels.

17 EXECUTIVE SUMMARY VISITOR OVERVIEW (continued) • Although pleasure vacation remains far and away the number one trip purpose of overnight visitors, there was a slight decline in 2014 over 2010. There was an increase in those reporting their primary trip purpose as visiting friends and relatives. • Party composition trends shifted significantly in 2014 toward more parties comprised of several adults and adults with children, while trending downward in parties comprised of couples. • Total spend is up by more than $600 per travel party, up from $2,146 in 2010 to $2,748 in 2014, which reflects both increased spending and larger travel parties. • Total spend by visitors to Lake Havasu rose by approximately 6% per year between 2010 and 2014, which exceeded the U.S. travel spend growth of 4.8% per year during the same period according to the U.S. Travel Association. • There has been growth among visitors at both ends of the age spectrum, Millennial visitors aged 18-35 and visitors 65+. • The average length of stay has increased significantly from 3.6 nights in 2010 to 4.3 nights in 2014, while frequency has declined slightly from 2.4 visits per year in 2010 to 2.2 in 2014.

DMA ORIGIN VISITOR VALUE TOP DMAs and VISITOR VALUES LOS ANGELES 32.7% $598 PHOENIX 18.5% $291 SAN DIEGO 5.9% $404 LAS VEGAS 4.5% $552 BRITISH COLUMBIA 4.0% $362 18 EXECUTIVE SUMMARY

PAST VISITORS • Past visitors who have not been back in more than three years are 5.2% of all travelers. • There has been a sizeable reduction in visitors who visited 8 or more years ago, indicating there have been some return visits from some of these long past visitors. • It is very positive that among past visitors, 41% have visited as recently as 4 to 6 years ago, compared to 34% in 2010. • The top two reasons for not returning have remained the same since 2010; going to other destinations and not enough money. • Nearly 14% of past visitors say they intend to return with 1 year, and just over one-third plan to return within 3 years.

DAY VISITORS • Day visitors are 5.8% of all travelers. • Nearly two-thirds of day visitors say they didn’t stay overnight in Lake Havasu City because it was not their main destination and they stayed overnight elsewhere, and a further 22% live within driving distance. • The average day visitor has visited 2.6 times in the past 3 years and has 3.8 persons in their travel party, with an average daily visitor value of $71. • Day visitor parties are more likely to be made up of couples than overnight visitors. 19 EXECUTIVE SUMMARY

NON-VISITORS • 74.1% of travelers have never visited Lake Havasu City, comprised of 8.2% who have been through but didn’t visit, 33.8% who have heard of it but never visited, and 32.1% who have never heard of it. • Of the 33.8% who have heard of Lake Havasu City but never visited, 43.3% say they haven’t visited because they don’t know very much about it. • After reading a paragraph describing Lake Havasu City, 40.8% are either very or extremely interested in visiting and a further 43.0% are somewhat interested. This is a large base who are open to becoming visitors. • 23% of this group have visited Lake Tahoe, a key competitor to Lake Havasu City. • Of the 32.1% who have never heard of Lake Havasu City, more than two-thirds participate in special events and outdoor activities, and more than half participate in boating or water recreation, making them good candidates for Lake Havasu City. • After reading a paragraph describing Lake Havasu City, 39.2% are either very interested or extremely interested, and only 19.2% are not very or not at all interested.

20 EXECUTIVE SUMMARY BOATING ON LAKE HAVASU • 53.4% of visitors have participated in boating on Lake Havasu. • Among visitors, Lake Havasu was the most frequently used for boating / personal watercraft of any Western water recreation area, followed by the Pacific Ocean, Lake Tahoe and Colorado River at Bullhead. • Approximately one-third of visitors bring their own boat / personal watercraft to Lake Havasu, 37% use a friend’s or family member’s boat / personal watercraft, and 30% rent a boat / personal watercraft. • Just over one-fourth of all visitors have had an encounter with law enforcement on Lake Havasu. The overwhelming majority of law enforcement encounters were perceived as very positive. • Visitors who have boated on Lake Havasu rate their overall satisfaction with their experience at 4.2 on a scale of 5, just above “somewhat positive.”

SPECIAL EVENTS • 3.6% said attending a special event was their primary purpose for visiting in 2014, which is down from 4.8% in 2010. In 2014, respondents had the additional choice to indicate their secondary trip purpose, for which 7.6% indicated attending a special event. • Attending a special event is a low-level driver as a primary reason for visitation, but undoubtedly events are attended by those already visiting for other reasons and add to the overall satisfaction with their Lake Havasu City experience. 21

EXECUTIVE SUMMARY

SPECIAL EVENTS (continued) • We asked visitors if knowing about a special event would prompt them to make longer stays or increase the frequency of their visits to Lake Havasu City. 34.7% of recent overnight visitors and 38.6% of day visitors would be prompted to increase the duration or frequency of their visits. • 7.6% of overnight visitors cited special events as a secondary trip purpose, indicating it was not their primary reason for going, but they did participate.

HAVASU LANDING RESORT AND CASINO • 54.8% of all visitors would be either extremely or very likely to consider staying at a hotel built at the Havasu Landing Resort & Casino, and 45.6% at the Topock 66 Spa & Resort. • There is more interest in the Lake Havasu Landing Resort & Casino than in the Topock 66 Spa & Resort, although both present potential vulnerability to Lake Havasu City hotel properties. • In a corollary finding, there was a marked increase in visitors who have participated in gambling, now 42.1%, up from 33.3% in 2010. This now puts gambling in the #5 position of top attractions and activities, up from 9th position in 2010.

22 EXECUTIVE SUMMARY

PEER-TO-PEER LODGING • We asked recent overnight visitors (12 months and 2-3 years) about their likelihood to use a peer-to-peer service such as Airbnb for their future lodging in Lake Havasu City. (The following definition was given in the question: Peer-to-peer is collaborative consumption where owners rent out something they are not using to a stranger.) • 43.1% of recent overnight visitors say they are either very or extremely likely to use peer-to- peer lodging on a future visit to Lake Havasu City. • Less than one half of 1% has actually used peer-to-peer lodging as accommodations for an overnight stay in Lake Havasu City, and of that, 100% are between ages 25 and 44. • While there is certainly interest in the concept and it may eventually erode some of traditional lodging’s share, it is unlikely that all those who say they are likely to use it in Lake Havasu actually will.

ACCOMMODATIONS • The net use of hotels by overnight visitors in 2014 was 54.5%, which is by far the most-used accommodation by overnight visitors. It is followed by visitors who stay with friends and relatives, 25.1%, and RV / camping at 10.7%. • The overall proportion of stays at hotels shrunk from 61.3% in 2010 to 54.5% in 2014.

23

EXECUTIVE SUMMARY

ACCOMMODATIONS (continued) • The overall proportion of stays at hotels shrunk from 61.3% in 2010 to 54.6% in 2014, but increased visitors to the area make it likely that area hotels and motels experienced occupancy growth. • Lake Havasu City is experiencing some of the same travel trends as the U.S. travel market, with a resurgence of travel, but some people economizing by staying with friends & family instead of paid accommodations. • It is both surprising and impressive for a small, “off-the-beaten path” destination like Lake Havasu City to be keeping up with U.S. averages that are dominated by large, metropolitan destinations. This shows proactive marketing that has been effective with travelers. • The challenge for Lake Havasu City lodging properties is to lure a larger share of travelers coming to the area to choose the convenience and privacy of hotels over other lodging alternatives, particularly by considering utilizing deal websites and apps during off-peak days and months to fill rooms that would otherwise go empty.

• We asked visitors an open-ended question about what would prompt them to visit more often or lengthen their stays. More than half would be influenced by knowing about special deals on lodging.

24

EXECUTIVE SUMMARY

IMPRESSIONS OF LAKE HAVASU CITY • Visitors’ overall impression of Lake Havasu City is “very favorable,” ranked 4.0 on a scale of 5. Recent overnight visitors rate it even higher, 4.2 on a scale of 5. • We asked visitors what image comes to their mind when they think of Lake Havasu City. The top four images are; River / Lake, Beautiful / Scenic, London Bridge and fun. • The top four things visitors like most about Lake Havasu City are the lake, the natural beauty, the friendly people and the laid-back atmosphere. • We asked visitors the open-ended question of what they like least about Lake Havasu City. The number one answer by more than half of visitors was that there was nothing they don’t like. Number 2 was that it’s too hot, mentioned by only 15%. • Nearly half of visitors are aware of the Arizona State University campus in Lake Havasu City. • The top five improvements that would prompt more visitation from one-quarter or more of visitors are: water park, casino development, expanded nightlife offerings, botanical gardens and more hiking trails.

25

EXECUTIVE SUMMARY IMPRESSIONS OF LAKE HAVASU CITY (continued) • Nearly three-quarters of visitors have had no experiences with law enforcement in Lake Havasu City, but nearly all of those who have experience are very positive, with 89% commending the city’s law enforcement for keeping the city safe.

NICKNAMES & SLOGANS • We asked visitors to rate an array of nicknames as to how well they like each one. The highest rated nickname is “Home of the London Bridge,” rated at 3.8, just below “like somewhat.” “Arizona’s West Coast” is in second place, scoring 3.7, very close to “Home of the London Bridge.” • We asked visitors to rank a list of nine slogans. “Lake Havasu City – Where fun is always in season” had the highest overall ranking at 4.6, and “Play Like You Mean ItSM“ ranked 7 out 9, with an average ranking at 5.2. • Because all nine slogans averaged very close together, this shows disagreement among travelers, with some ranking a slogan high and others low, causing the average of all of them to move toward the middle, showing a general feeling of neutrality. • “Play Like You Mean It SM“ is well-liked by visitors from the Millennial generation and visitors who participate in gambling, and has resulted in positive growth among these visitors who are likely to repeat their visits and have a high lifetime visitor value to Lake Havasu City.

26

EXECUTIVE SUMMARY

WAYFINDING • Nearly 80% said they had no trouble finding their way around Lake Havasu City, whereas the other 20% experienced problems finding their way around. • Half of all those who were initially lost ended up using more than one means to find their destination. 51.2% found their destination using GPS. Nearly 40% used a map. One-third were ultimately able to find their destination by following signs, and one-fourth stopped and asked for directions. • 93.4% of visitors say directional signs would be help them better find their way around Lake Havasu City. This combines those who said it would help somewhat, quite a bit and a lot. Only 6.6% did not think directional signs would be helpful.

CVB USE AND IMPRESSIONS • Use of the LHCCVB has increased among all visitors from 17.8% in 2010 to 20.1% in 2014. • The rate of usage of the bureau is heaviest among recent overnight visitors, used by more than 25%. • Of those who contacted LHCCVB, the primary reason was for advice on attractions, activities or events, followed closely by advice on lodging, by about half of them.

27

EXECUTIVE SUMMARY CVB USE AND IMPRESSIONS (continued) • Visitors who contacted the LHCCVB had a very high degree of satisfaction with their experience, midway between very and extremely satisfied on all measures. • More than 30% of all visitors and 40% of recent overnight visitors said they used the golakehavasu.com website, guide or newsletter at some time. These resources are critical to a large portion of visitors. • More than one-quarter of visitors say they have made an in-person visit to the Visitor Center in English Village at some time. Visitors are very highly satisfied with the Visitor Center, but particularly with the friendly / knowledgeable service, rated 4.3 on a scale of 5, above “very satisfied.”

RESIDENT REACTIONS • We asked Lake Havasu residents some of the same questions we asked visitors. • There were 63 responses with a high margin of error of +/- 5.3%, so their responses have to be considered with this in mind. Small response rates often result in a lack of balanced perspective, and tend to over-represent participants with negative responses. • Residents and visitors generally agree on the images that come to mind when they hear Lake Havasu City, with the top five being the same, even though not in the same order. Residents put London Bridge in 2nd place with 31.3% of mentions, whereas it was 3rd place for visitors with 16.0% of mentions. 28

EXECUTIVE SUMMARY

RESIDENT REACTIONS (continued) • When asked what they like most about LHC, the top three likes of residents are the natural beauty, mild winter weather and the lake. For visitors, the top three likes are the lake, natural beauty and the friendly people. • The top three dislikes for residents are the summer heat, not enough shopping options and perceived abuse of alcohol and drugs, whereas the top dislike by visitors was the heat, with few mentions of inappropriate behavior by other visitors. • The top two nicknames for both residents and visitors are “Home of the London Bridge” and “Arizona’s West Coast.” However, residents rate “Home of the London Bridge” significantly higher than visitors, 4.5 on a scale of 5, compared to 3.8 for visitors. • The rank average score shows that among residents, there was a significantly higher rating of “Home of the London Bridge” than among visitors, and a significantly lower rating of “Play Like You Mean It SM” by residents than visitors. • Of residents who don’t like Play Like You Mean It SM , the primary objection is the fear that it attracts a rowdy type of visitor. • More than half of residents have contacted the LHCCVB at some time, compared to 20.1% of visitors.

29

EXECUTIVE SUMMARY

RESIDENT REACTIONS (continued) • Residents contact the LHCCVB most often for advice on attractions / activities / events, 61.2%, which is an even greater rate than for visitors. They also contact the bureau to request a guide, and least often for advice on lodging and dining. • Residents and visitors both rated their satisfaction with their LHCCVB experience very highly, 4.3 and 4.4 on a scale of 5.

TOP ATTRACTIONS AND ACTIVITIES • Lake Havasu is THE most popular attraction of the 157 attractions and activities measured. • Four of the top five attractions and activities are lake-related: Lake Havasu, Boating, Lake Havasu State Park / Windsor Beach, and London Bridge Beach. • The most significant change from 2010 to 2014 is the marked increase in visitors who have participated in gambling, now 42.1%, up from 33.3% in 2010. This now puts gambling in the #5 position of top attractions and activities, up from 9th position in 2010.

30

EXECUTIVE SUMMARY TOP ATTRACTIONS AND ACTIVITIES (continued) • The things that visitors like best about Lake Havasu City are: – the lake - 57% – its natural beauty - 50% – the friendly people - 37% – the laid-back atmosphere - 37% • The attractions and activities that are most likely to encourage visitors to return are: – Lake Havasu - 37% – Gambling – 37% – London Bridge Beach - 33% – Lake Havasu State Park – 33% – Historic Route 66 - 32%

DEMOGRAPHICS • Visitors to Lake Havasu city are getting gradually younger. The average age of past visitors is a full 10 years older, 49.3 compared to recent overnight visitors who average at 39.3 years of age. • There has been a progressive and very distinct drop in the average income of visitors in every category, but particularly among recent overnight visitors in the past 12 months. Even so, the average household income of overnight visitors to Lake Havasu City, $66,774, significantly exceeds the U.S. average household income in 2014 of $52,250. 31

EXECUTIVE SUMMARY BOTTOMLINE SUMMARY • Lake Havasu City has greater recognition than ever before among travelers west of the Mississippi, and has made significant gains in overnight and long-term visitors. • The new overnight and long-term visitors were converted from those who previously heard of, but had never visited Lake Havasu City, resulting in a very positive economic impact for the city, since each new overnight travel party has a value of $662 in total average spend compared to day visitor parties who average $269. • By accommodation, the most valuable visitors are luxury hotel stayers, at $903, mid-price at $697 and budget at $636. RV/Campers spend $471 per visitor, and those who stay with friends and family spend the least, $382 per visitor. • Lake Havasu City is very well liked by visitors, and they are highly likely to recommend it. • The city’s branding, “Play Like You Mean It®,” is viewed fairly neutrally by visitors overall, but is well liked by certain segments; specifically visitors in the Millennial generation, age 18-35, and visitors who participate in gambling. • It is likely the branding has driven the growth in the Millennial and gambling segments. The growth among Millennials is particularly positive because travelers tend to repeat visits to the same destinations, meaning they have a high lifetime value as visitors. Although Millennials currently earn and spend less than their older counterparts, their earning power will grow and their visitor value will increase. • There are a small number of mentions of rowdy / drunk visitors, about 1%, that didn’t appear in 2010, which are currently insignificant and should be monitored in future benchmark studies.

32

RECOMMENDATIONS

• There will be many strategic and tactical steps that can be devised from this data, but here are some of the “low hanging fruit”: – Continue and enhance the successful marketing efforts that have led to the positive increases in overnight visitation. – Continue to leverage the distinctive appeal of Lake Havasu City’s scenic beauty and the lake together with the strong advantage of its friendly people and laid back atmosphere and access to historic venues, numerous outdoor activities and gambling. – Strongly consider targeted media buys aimed at a higher-income demographic, particularly in the Phoenix DMA where average spend has declined somewhat since 2010. – Consider utilizing the experiential components of the highest rated slogans within the communications of targeted marketing materials to maximize appeal across visitor segments. – Destination websites are utilized by nearly half of visitors and potential visitors, underscoring the need for maintaining an exciting and dynamic website that showcases Lake Havasu City’s assets and personality. – Las Vegas and Lake Tahoe are the top alternative destinations mentioned by Lake Havasu City visitors, indicating the city has a strong draw to gamblers as well as lake-goers. Be deliberate in trying to attract gamblers that are at the higher end of the income spectrum to maintain the wholesome environment that is preferable to most visitors and residents. – The Los Angeles and Phoenix DMAs provide more than half the visitors to Lake Havasu City, making them logical targets for increased promotional efforts. However, Los Angeles DMA has a far higher visitor value than the Phoenix DMA market, as does the 3rd, 4th and 5th ranked DMA markets of San Diego, Las Vegas and British Columbia. Consider placing emphasis on the high visitor value markets, and perhaps doing a more refined media buy in the Phoenix DMA to target higher income households.

33 VISITOR OVERVIEW

34 Experience With Lake Havasu City

2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.6% Visited overnight in the past 12 months 6.3% Visited overnight 2-3 years ago 5.1% Visited 3+ years ago 5.2%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.4% Vacation home/condo/timeshare 1.1%

DAY VISITORS 5.8%

Been through or near 8.2% Heard of it, never visited 33.8% Never heard of it 32.1% NON VISITORS NET 74.1%

The graph above shows that 16.6% have been overnight visitors to Lake Havasu City, with a further 3.3% being long-term visitors, and a further 5.8% having visited during the day. In addition, 8.2% have been through or near Lake Havasu City, but didn’t stop to visit.

35 Seasonality – All Visitors

2014 Seasonality - All Visitors

17.1% 16.5%

9.9% 9.0% 7.4% 6.8% 7.3% 6.2% 5.9% 5.8% 4.2% 3.9%

Taking into account all types of visitors, the peak months are June and July, and the lowest months are November and December. We will explore the seasonality of each visitor segment in detail later in this report.

36 What Was Your Primary Mode of Transportation

Mode of Transportation - All Visitors

Personal auto 64.1%

Rental auto 17.1%

Commercial Plane 3.2%

RV / Motorhome 7.8%

Motorcycle 3.5%

Tour bus 2.1%

Private Plane 2.1%

Not surprisingly, the personal auto is the primary mode of transportation for nearly two-thirds of visitors. Although rental auto came in at 17.1%, some of this may be part of an air/rental car trip in which respondents are torn whether to list plane or rental car as primary transportation. Therefore, approximately 20% of visitors were likely traveling by commercial plane for some portion of their journey. 37 Trends: Experience

Lake Havasu City had an extremely positive net increase in Overnight and Long-term Visitors between 2010 and 2014, and a corresponding positive decrease in Non-Visitors. Analysis of the chart below shows a significant reduction in the proportion of travelers who heard of but never visited Lake Havasu City, and it appears they have been largely converted to overnight visitors, which are the most economically valuable to the city. In addition to converting non-visitors to visitors, LHCCVB has also achieved a meaningful increase in the overall awareness of Lake Havasu City in the target area West of the Mississippi, Michigan, Illinois and Western Canada. Note: Approximately 126 million people live in the survey target area according to 2010 U.S Census data, but the true propensity of people within each state to travel long distances for leisure travel purposes remains unknown. Extrapolation of the visitor experience statistics provided as benchmarks within this report into actual numbers of physical travelers would require significant additional analysis beyond the scope of this project. Experience With Lake Havasu City

2014 2010

16.6% OVERNIGHT VISITORS-NET 13.9% Visited overnight in the past 12 months 5.3%6.3%

Visited overnight 2-3 years ago 3.7% 5.1% Visited 3+ years ago 5.2% 4.9%

LONG TERM VISITORS NET 2.5%3.3% 2.4% Long-term visitors 1.3% 1.1% Vacation home/condo/timeshare 1.2%

DAY VISITORS 5.8%5.9%

Been through or near 8.2% 8.4% Heard of it, never visited 33.8%36.3% 32.1% Never heard of it 32.9% 74.1% NON VISITORS NET 77.6% 38 Trends: Seasonality The overall shape of the curve in seasonality remains essentially the same. June and July remain the top months, but with noticeable spikes in both months. In 2014, June has moved into first position by a small margin, as opposed to 2010 when July slightly edged it out as the top month. There was increase in January for 2014, and incremental declines in the other shoulder months. November and December remain the lowest months of visitation.

Trends: Seasonality

2014 2010

17.1% 16.5%

13.7%

12.1%

10.0% 9.9% 10.7% 9.2% 9.0% 8.4% 9.0% 7.1% 7.4% 6.8% 7.3% 6.2% 5.9% 5.8% 6.3% 5.1% 4.2% 4.6% 3.9% 3.8%

39 Trends: Mode of Transportation 2014 shows increases in visitors arriving by personal auto, rental car, and a strong increase in RV / Motorhome as primary transportation. With that said, personal and rental autos still make up more than 80% of primary transportation methods for Lake Havasu visitors. There was a marked decline in visitors whose primary transportation was commercial plane. Motorcycle, tour bus and private plane transport remained essentially unchanged from 2010 to 2014. Combined, these represent less than 10% of the modes of transportation for Lake Havasu City visitors. Trends: Mode of Transportation

2014 2010

64.1% Personal auto 62.6%

17.1% Rental auto 15.8%

3.2% Commercial Plane 7.8%

7.8% RV / Motorhome 5.4%

3.5% Motorcycle 3.4%

2.1% Tour bus 2.0%

2.1% Private Plane 1.9%

40 Trends Overview 2014 Compared to 2010 UP DOWN / CONVERTED • Visitors staying overnight during • Day visitors the past 12 months • People who passed through • Visitors staying overnight 2-3 without visiting years ago • People who heard of Lake Havasu • Visitors staying overnight 3+ years City but never visited ago • People who never heard of Lake • Visitors during June and July Havasu City • Visitors arriving by Personal Auto, • Visitors during May and August Rental Auto, and RV • Visitors arriving on commercial plane

41 OVERNIGHT VISITORS

42 SECTION: PROFILE OF RECENT OVERNIGHT VISITORS 2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.1% Visited overnight in the past 12 months 6.1% Visited overnight 2-3 years ago 4.9% Visited 3+ years ago 5.1%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.3% Vacation home/condo/timeshare 1.0%

Day Visitor 5.6% Been through or near 8.0% Heard of it, never visited 33.7% Never heard of it 32.1%

43 What Makes Lake Havasu City Unique? TOP OF MIND - OPEN END CHECKBOX 2014 2010 2014 Natural Beauty 29.3% 26.0% 61.5% Fun Destination 23.9% 25.0% 47.9% Lake / River 19.3% 15.0% 62.6% The People 19.2% 22.0% 38.2% Weather 10.6% 10.0% 50.7% Relaxing / Getaway Spot 9.2% 10.0% 53.7% Lots of Activities 7.2% 6.0% 42.6% London Bridge 5.6% 6.0% 30.2% Family / Friends Live There 5.4% 5.0% 5.6% Boating / Fishing 5.3% 6.0% 41.9% Water Activities 3.7% 8.0% 48.0% Close to Gambling 2.0% n/a n/a Spring Break 0.6% 2.0% 15.2% We asked recent overnight visitors the open-ended question, “What Makes Lake Havasu City Unique?” The first two columns are comparative top-of-mind impressions of what makes the city unique from other destinations, and the last column gives results of the same question asked in checkbox form. The trends have held firm, with natural beauty and “fun destination” maintaining the top spots, but a virtual tie for #3 between “lake/river” and “the people.” A new category emerged in 2014 near the bottom of the list, “close to gambling.” In 2010, it received less than 0.1% of mentions. The checkbox results are roughly similar by ranking and with much higher percentages, showing that when people are reminded of the attributes, 2 to 3 times as many people choose them as unique attributes of Lake Havasu City. 44 What Other Destinations Did You Consider Checkbox Top of Mind 2014 2010 Las Vegas 41.0% 14.0% Grand Canyon 26.8% 2.0% Lake Tahoe 25.8% 9.0% Laughlin 21.2% 3.0% Phoenix 16.5% 4.0% None 15.9% 40.0% Lake Mead 13.4% 2.0% Reno 13.1% 1.0% Lake Powell 12.3% n/a San Diego 12.1% 1.0% Lake Shasta 9.4% 1.0% Other 2.5% 28.0% So. Cal. / Disneyland 1.2% 1.0% Sedona 0.8% n/a Yuma 0.5% 1.0% Mexico 0.0% 1.0% Flagstaff 0.0% 1.0%

Note the methodology change from unaided in 2010 to aided in 2014 changed the volumes, but rankings remain comparable. The number one alternative consideration was Las Vegas, followed by Grand Canyon, Lake Tahoe and Laughlin. Two of the top five alternatives considered feature gambling. The Grand Canyon and Lake Tahoe are competitors in the natural beauty area, with Lake Tahoe also competing with lake and boating related activities. Phoenix is a winter weather competitor. The overall trend from 2010 remained largely the same, but with Grand Canyon moving from #5 to #2 as a competitor. 45 Why Did You Choose Lake Havasu City Checkbox Top of Mind 2014 2010 (rank) The Lake 45.3% 9.0% (#5) Beautiful Scenery 41.6% 11.0% (#3) The Fun 38.0% 6.0% (#6) Weather 37.2% 5.0% (#7) Recommendation of Friends/Family 26.4% 27.0% (#1) Good Deal 19.2% 4.0% London Bridge 18.3% 2.0% Central location 14.4% 10.0% (#4) Event 10.3% 3.0% Vacation Home/Timeshare 6.5% 2.0% Other 4.3% 25.0% Visiting/traveling w/ friends/family 1.2% n/a Like It n/a 12.0% (#2) Atmosphere n/a 2.0% Don't Know n/a 5.0% Note the methodology change from unaided in 2010 to aided in 2014 changed the volumes, but rankings remain comparable. The top reasons visitors chose Lake Havasu City in 2014 were the lake, beautiful scenery, fun and weather. The lake moved to #1 from #5, beautiful scenery to #2 from #3, and fun to #3, up from #6. The recommendation of family/friends fell to fifth place from first in 2010.

46 Frequency of Overnight Visits

Number of Overnight Visits-Past 12 Months

2014 2010

51.3% 1 49.5%

26.3% 2 27.4%

11.1% 3 10.0%

7.4% 4 7.9% Average # Visits per Year:

1.3% 2014: 2.2 5 1.6% 2010: 2.4 1.0% 6 1.1%

4.7% 7-9 5.0%

1.8% 10+ 2.1%

The trend for average number of annual overnight visits is down very slightly from 2.4 to 2.2, but is explained by the overall increase in overnight visitors, many of whom may be first time visitors who are not are not visiting multiple times per year. Almost half of overnight visitors visit 2+ times per year, which is remarkable repeat visitorship for any destination. 47 Length of Overnight Visits

Average Number of Nights Spent

2014 2010

12.1% 1 12.1% 26.9% 2 31.1% 19.2% 3 21.1% 11.6% 4 14.7%

7.3% 5 6.8% Average Length of Stay: 5.5% 2014 – 4.3 nights 6 3.7% 2010 – 3.6 nights 10.6% 7-9 6.8%

6.8% 10+ 3.7%

2014 shows a healthy rise in the average nights stayed; 4.3 nights up from 3.6 nights in 2010. The proportion of visitors staying just one night remains the same, but there are significant increases in visitors staying 5+ nights, which drove the average length of visits upward. 48 Overnight Visits – Past 3 Years Number of Overnight Visits - Past 3 Years

2014 2010

20.8% 1 18.4%

22.4% 2 23.2%

17.2% 3 15.8%

8.1% 4 9.5%

6.2% Average # Visits Past 3 Years: 5 6.3% 2014 - 5.0 9.1% 6 9.5% 2010 – 4.9 3.0% 7-9 3.2%

13.5% 10+ 14.2%

There has been a very slight downward trend in the number of overnight visits in a 3 year period. 2014 data shows that 79.2% of overnight visitors have returned two or more times in the past 3 years. The average number of visits over a 3-year period is 4.9, which is an average of 1.6 times per year.

49 How Many Were In Your Travel Party

Average Size of Travel Party

2014 2010 4 3.9 3.8

3.4

RECENT OVERNIGHT VISITORS DAY VISITORS

The average size of an overnight travel party to Lake Havasu City is 4.0, which is up from 3.9 in 2010. There was an increase in the average size of day visitor parties, from 3.4 in 2010 to 3.8 in 2014. This brings the travel party size close to parity whether for overnight or day visits, and continues to indicate that people tend to visit Lake Havasu City with groups of friends or family. 50 Seasonality – Recent Overnight Visitors

Seasonality - Recent Overnight Visitors

2014 2010

17.7% 16.4%

14.8% 13.5%

10.5% 10.3% 9.9% 9.3% 9.5% 8.6% 8.0% 6.7% 7.1% 7.4% 6.3% 6.2% 6.5% 5.9% 5.7% 4.4% 4.2% 3.9% 3.6% 3.4%

June and July are the most frequent months of overnight visitation, with strong shoulder months from January through May, and August through September. The lightest months for recent overnight visitors are November and December. 51 Seasonality By Nights All Visitors When seasonality is viewed by nights, June through August are highest, followed by December, January and March. Seasonality by Nights – All Visitors

20.0%

18.0%

16.0% 14.0% 14.0% 11.9% 12.0% 9.5% 10.0% 8.6% 8.0% 7.9% 7.6% 7.1% 7.2% 8.0% 6.3% 5.8% 6.1% 6.0%

4.0%

2.0%

0.0%

52 Seasonality – Nights vs. Visitors

Seasonality by nights shows the volume of total nights stayed in a given month by all travelers, averaging those who stay one night all the way through those who stay 30 nights. Seasonality by visitors weighs each visitor once during the month they visit, This chart shows the ratio of visitors to nights during June and July are more visitors staying fewer nights, while November through March show fewer visitors staying more nights per visitor. Seasonality – Nights vs. Visitors

All Nights Visitors

20.0%

17.7% 18.0% 16.4% 16.0% 14.0% 14.0% 11.9% 12.0%

10.0% 9.5%9.5% 8.6% 8.6% 8.0% 7.9% 7.6% 8.0% 7.1% 7.2%7.1% 7.4% 6.7% 6.3% 6.2% 6.3% 5.8% 6.1%5.9% 6.0% 4.2% 3.9% 4.0%

2.0%

0.0% January February March April May June July August September October November December

53 Seasonality by Nights Hotels, Hotels + RVs, Bed Tax Bed tax revenue is not a very accurate predictor of how many visitors or nights are spent in Lake Havasu City during any given month. The amount of bed tax collected is a function of the volume of rooms rented and the rate they are rented at. For example, for every $100,000 in hotel revenue, $3,000 of bed tax revenue is collected using a rate of 3%. The same bed tax can be generated from selling 1,177 room nights at an ADR of $85 as 833 room nights at an ADR of $120, which is a variance of more than 40% in nights. In addition, bed tax is not collected on stays of 30+ days, which skews the ability to know about winter visitors and RV’ers, who often stay longer. It is important to analyze seasonality in a number of ways, but unrealistic to use bed tax alone since the number of visitors and nights spent can vary widely depending on room rate and length of stay. 2014 Seasonality by Nights Hotels, Hotels + RVs, Bed Tax

Hotels only Hotels + RVs Bed Tax

16.0%

14.0%

12.0%

10.0%

8.0%

6.0%

4.0%

2.0%

0.0% January February March April May June July August September October November December 54 What Part Of The Week Did You Visit

2014 Days of Week Stayed - Recent Overnight Visitors

A combination of Weekend only weekend and 36% weekdays 43% 2010 Days of Week Stayed - Recent Overnight Visitors A combo Weekend of only weekend 34% and weekdays 52%

Weekday only 14% Weekday only 21%

The majority of overnight visitors, 43%, stayed during a combination of weekend days and weekdays. The next largest portion, 36%, are weekend only visitors (any part of Friday, Saturday and Sunday). Trends show an increase in both weekend only visitors and weekday only visitors. 55 Where Did You Stay Lodging

2014 2010

33.4% At a mid-price hotel/motel 32.3% 25.1% With friends or relatives 22.0% 10.7% RV / Camping 8.1% 12.0% At a full service luxury hotel/motel 16.1% 9.2% At a budget hotel/motel 12.9% 3.4% Vacation rental home 2.2% 1.3% Timeshare guest 2.2% 1.2% Timeshare owner 0.8% 1.3% Boat-in camping 1.1% 1.0% Condominium 0.0% 0.3% Second home 0.5% 0.4% Peer-to-peer rental ( i.e. Airbnb) 0.0%

Mid-price hotels continue to be the number one accommodation choice of overnight visitors, used by one-third, with the proportion increasing in 2014 over 2010. There has been a shift upward in the proportion of overnight visitors staying with friends and relatives, as well as RV/camping. Use of vacation rental homes has had a dramatic increase while timeshare guests have dropped. It is interesting to note that, although small, peer-to-peer rentals have had some usage. 56 Change in Lodging Habits

Change in lodging habits was up Have You Changed Your Type of Accommodation in significantly in 2014 LHC Compared to Past Visits over 2010. Of those who changed: Yes No

93.3% Switched to RV and other camping from hotels: 31.7% 70.9% Switched from camping to hotels: 19.6%

Staying at nicer hotels: 18.9.% 29.1% Staying at cheaper hotels: 15.4%

6.7% Staying with friends/family: 11.5%

Midscale properties 2014 2010 benefited most as people traded toward the middle. 57 What Was Your Trip Purpose

2014 Trip Purpose – Overnight Visitors

Primary Trip Purpose Secondary Trip Purpose

58.3%

38.4% 26.8% 23.7%

13.5% 7.5% 7.6% 3.6% 2.7% 1.5% 2.3% 2.7% 1.3% 2.9% 0.7% 0.7% 0.5% 0.5%

Nearly 60% of visitors come primarily for pleasure/vacation, followed distantly by visiting friends and relatives, and enjoying the climate. Enjoying the climate is the number one secondary trip purpose, reinforcing just how important this feature is to driving tourism. Special events are more than twice as prominent as a secondary trip purpose than as the primary trip purpose. 58 Primary Trip Purpose Trends

What Was Your Primary Trip Purpose

2014 2010

61.8% 58.3%

23.7% 18.8%

7.5% 5.4% 3.6% 4.8% 3.2% 2.2% 2.9% 0.7%0.5% 0.7% 2.3% 0.5% 0.5% 0.0%

The overall ranking of primary trip purpose remained steady from 2010 to 2014. However, 2014 saw increases in visitors coming to visit friends and relatives and to enjoy the climate. Slightly fewer listed pleasure/vacation and special events as their primary motivator for the visit. 59 Trends - Primary Mode Of Transportation Primary Mode of Transportation

2014 2010 59.7% Personal auto 62.4%

18.3% Rental auto 14.0%

8.2% RV / Motorhome 5.4% 4.2% Commercial Plane 9.7%

3.7% Motorcycle 3.2%

2.4% Tour bus 2.7%

1.9% Private Plane 1.6%

0.6% Semi 0.0%

Personal auto remains, by far, visitors’ most used mode of transportation, followed distantly by rental auto and RV. 2014 showed a slight decline in the proportion of personal auto, but corresponding increases in RV and motorcycle usage. There was a significant decline in commercial plane, but a corresponding rise in rental auto, which is likely due to differences in the way people report their primary mode of transportation. Commercial plane and rental auto are highly linked forms of transport. 60 Water Recreation Areas Visited Water Recreation Areas Visited - Recent Overnight Visitors 2014 2010 84.8% Lake Havasu, AZ 80.1% 33.2% Pacific Ocean 38.2% 29.0% Lake Tahoe, CA 33.9% Lake Mead, NV/AZ 22.0%22.1% 19.7% Colorado River (Bullhead) 22.6% 17.9% Colorado River (Grand Canyon) 25.8% 14.1% Colorado River (Parker Strip) 14.5% 13.9% Lake Powell, AZ 16.1% 12.1% Shasta Lake, CA 11.3% 11.9% Lake Mohave, NV 8.6% 10.3% Lake Pleasant, AZ 15.6% Clear Lake, CA 9.7% 10.2% Colorado River (Blythe/Yuma) 8.6%9.5% 8.1% Colorado River (Needles) 6.5% Lake Roosevelt, AZ 7.6% 10.2% Rocky Point, MX 5.6% 9.1% None of the above 2.0% 2.7% We asked overnight visitors which of these water recreation areas they had ever visited. Excluding the Pacific Ocean, the heaviest competitors for water recreation are Lake Tahoe, Lake Mead, Colorado River at Bullhead and Colorado River at Grand Canyon. Benchmark trends show higher experience with Lake Havasu, reduced experience with Lake Tahoe, Colorado River at Bullhead and Colorado River at Grand Canyon. 61 Special Events

VISITATION DRIVEN BY SPECIAL EVENTS IN PAST 1-3 YEARS

ALL VISITORS 7.8%

5.5% DAY VISITORS

9.0%

OVERNIGHT VISITORS

The chart above reflects the total percentage of each visitor group that attended a special event in the period from 2012 to 2014 in Lake Havasu City, without which they would not have come to the city. Although we don’t have the data year by year, it would average at approximately 3% of annual overnight visitation that would not have come to town otherwise. This is close to the 3.6% who listed special events as their primary trip purpose. 62 Who Was In Your Travel Party

Tour / Typical Travel Party motorcoach 1% I travel alone 10% Adult/s with child/ren 33% Several adults 23%

Couple 33%

One-third of visitors are adults with children, another one-third are couples, and nearly one-quarter are groups made up of several adults traveling together. 10% of visitors are traveling alone, and 1% are visiting via motorcoach / professional tour.

63 Travel Party Composition Trends

BENCHMARK COMPARISON 2014 2010 Adult/s with child/ren 32.9% 31.8% Couple 32.7% 40.4% Several adults 22.9% 14.5% I travel alone 9.6% 8.9% Tour / motorcoach 1.2% 2.8%

The proportion of visitors comprised of adults with children has remained relatively unchanged, as has the proportion of those who travel alone. There has been a decline in the proportion of visitors who travel as couples and those on motorcoach tours, and a significant increase in the proportion of groups of several adults. This mirrors an overall trend in U.S. travel, particularly among Millennials, to travel in “friend groups.”

64 Who Was In The Travel Party

Other Than You, Who Was In Your Travel Party

My spouse/significant other 60.2%

My child/children 28.1%

Friends 26.4%

Extended family 15.8%

My parents 12.1%

The children of friends/extended family 5.9%

Business associate(s) 1.9%

In 2014, we added a new question to obtain more detail on who were in the travel parties coming to Lake Havasu City. 60% of all travel parties include a spouse or significant other, one-third include children (their own and/or those of friends or extended family). More than one-quarter of travel parties include friends, and a further 16% include extended family. 12% of travel parties include the parents of adult visitors. This reinforces the role Lake Havasu City plays in being a recreational gathering place, both for families and friends. 65 When You Plan To Return To Lake Havasu City Visited Overnight Past 12 Months Visited Overnight 2-3 Yrs Ago Within 1 year 50.9% 24.1% Within 2 years 17.6% 30.2% Within 3 years 8.4% 14.3% 4+ years 4.4% 3.1% Don't Know 10.6% 18.3% Don't Plan To Return 8.1% 9.8%

We asked recent overnight visitors about their future visitation intentions for Lake Havasu City.

68.5% of those who visited in the past 12 months say they intend to return within the coming 2 years. However, of those who visited 2-3 years ago, only 54.3% plan to return in the coming 2 years.

Fewer than 10% of recent overnight visitors say they don’t plan to return at all. Of these, most say it is because they are going to other destinations or they have moved too far away.

66 TRENDS: Recent Overnight Visitors

• The trends in the characteristics visitors say make Lake Havasu City unique have held firm, with natural beauty and “fun destination” maintaining the top spots, but a virtual tie for #3 between “lake/river” and “the people.” A new category emerged in 2014, although it is near the bottom of the list, “close to gambling.” • Las Vegas remains the number one alternative destination considered when visitors chose Lake Havasu City, but Grand Canyon moved from #5 to #2 and Lake Tahoe from #2 to #3. • The reasons visitors chose Lake Havasu City over other destinations has changed somewhat. The lake has moved to the top spot, up from #5 in 2010, beautiful scenery moved to #2 from #3, and “the fun” moved up to #3 from #6 in 2010. • The average number of visits per year declined very slightly from 2.4 in 2010 to 2.2 in 2014. • The average length of stay increased substantially from 3.6 nights in 2010 to 4.3 nights in 2014. • The average number of visits during the past 3 years has remained nearly the same at 4.9 visits in 2010 to 5.0 visits in 2014. • The average overnight travel party size increased to 4.0 in 2014 from 3.9 in 2010, echoing the trend shown in travel party composition with increases in parties of several adults. • Seasonality still shows June and July to be the most popular months for overnight visitors, but these months are even more prominent in 2014 than in 2010. July was the top month in 2010, but June has now edged it out as the top month for overnight visitors in 2014.

67 TRENDS: Recent Overnight Visitors (continued)

• There has been an increase in weekday stays and weekend stays, and a decline in stays that include a combination of weekend days and weekdays. • Mid-price hotels are still the number one accommodation choice of overnight visitors and was even higher in 2014 than 2010. More stayed with friends and relatives and RV/camping in 2014 than in 2010, with a corresponding downward shift in those staying with luxury or budget hotels. • Although pleasure vacation remains far and away the number one trip purpose of overnight visitors, there was a slight decline in 2014 over 2010. There was an increase in those reporting their primary trip purpose as visiting friends and relatives. • Personal auto is still the number one mode of transportation, but it declined slightly in 2014 over 2010, and there was a corresponding increase in rental auto and RV/Motorhome as primary transportation. • Of overnight visitors, 84.8% report having visited the lake (Lake Havasu), up from 80.1% in 2010. Lake Tahoe is still the second most often visited water recreation area, but there was a decline in this and many others in 2014. This suggests Lake Havasu is gaining even more preference over competing water recreation areas. • Party composition trends shifted significantly in 2014 toward more parties comprised of several adults and adults with children, while trending downward in parties comprised of couples.

68 Executive Summary: Recent Overnight Visitors • Visitors think that Lake Havasu City is unique due to its natural beauty, that it’s a fun destination, the lake/river, and in 4th place are the people. • Las Vegas, the Grand Canyon and Lake Tahoe are the biggest competitors to Lake Havasu City, with each being a competitor of a different kind. Las Vegas is likely a competitor for access to gambling, Grand Canyon for its natural beauty, and Lake Tahoe for lake-related activities as well as natural beauty. • The top reasons people ultimately chose to visit Lake Havasu City are the lake, beautiful scenery and the fun. • Recent overnight visitors average 2.2 visits per year and an average length of stay of 4.3 nights, with an average party size of 4.0 • June is the most frequent month of visitation, followed closely by July. March through May and August through September are strong shoulder. The lightest months for overnight visitors are November and December. • 43% of visitors stayed for a combination of weekdays and weekend days, with approximately one-third visiting on the weekend only. 69 Executive Summary: Recent Overnight Visitors (continued)

• Approximately 55% of recent overnight visitors stayed in a hotel / motel, and a further 25% staying with friends or family. • Nearly two-thirds visit primarily for pleasure / vacation purposes and a further 24% visiting friends and family • Approximately 60% drove their personal auto as their primary means of transportation to Lake Havasu City, and a further 18% arrived in a rental car. • Lake Tahoe was the most oft visited water recreation area after Lake Havasu. • Travel parties are made up of one-third each of adults with children and couples, and approximately one-quarter are groups of several adults.

70 TRAVELER SPEND AND VISITOR VALUE

71 Average Spend By Travel Party

All Visitors Day Visitors Recent Visit 2+ Vacation Overnight Months Per Home/ Visitors Year Condo/ Timeshare Owner Lodging $460 $0 $491 ** ** Camping $92 $0 $116 ** ** Restaurant / Bar $561 $55 $496 ** ** Grocery $185 $32 $147 ** ** Shopping $338 $41 $299 ** ** Golf $17 $2 $19 ** ** Recreation / Tours $192 $34 $175 ** ** Entertainment / Admission Fees $224 $14 $186 ** ** Off-road vehicle (maint., supplies, fuel) $131 $8 $148 ** ** Watercraft rental $109 $11 $123 ** ** Boat (maint., supplies, fuel) $133 $36 $89 ** ** Auto (maint., supplies, fuel) $192 $26 $171 ** ** Other $114 $10 $101 ** ** TOTAL $2,748 $269 $2,561 $4,617 $2,588 AVERAGE DAILY SPEND/TVL PARTY $639 $269 $662 $77 $236

72 **Sample Size Small; Data Not Shown Is Not Projectable Average Visitor Value All Visitors Day Visitors Recent Visit 2+ Vacation Overnight Months Per Home/ Visitors Year Condo/ Timeshare Owner Lodging $115 $0 $123 ** ** Camping $23 $0 $29 ** ** Restaurant / Bar $140 $14 $124 ** ** Grocery $46 $8 $37 ** ** Shopping $85 $10 $75 ** ** Golf $4 $1 $5 ** ** Recreation / Tours $48 $9 $44 ** ** Entertainment / Admission Fees $56 $4 $47 ** ** Off-road vehicle (maint., supplies, $33 $2 $37 ** ** fuel) Watercraft rental $27 $3 $31 ** ** Boat (maint., supplies, fuel) $33 $9 $22 ** ** Auto (maint., supplies, fuel) $48 $7 $43 ** ** Other $29 $3 $25 ** ** TOTAL $687 $71 $640 $1,004 $809 AVERAGE DAILY SPEND/VISITOR $160 $71 $166 $24 $48 73 **Sample Size Small; Data Not Shown Is Not Projectable TRENDS IN VISITOR SPEND AND VALUE

All Visitors Day Visitors Recent Visit 2+ Vacation Overnight Months Per Home/ Visitors Year Condo/ Timeshare Owner AVERAGE SPEND BY TRAVEL PARTY TOTAL SPEND PER PARTY - 2014 $2,748 $269 $2,561 $4,617 $2,588 TOTAL SPEND PER PARTY - 2010 $2,146 $235 $1,982 $4,349 $2,219

AVERAGE DAILY SPEND/TVL PARTY AVERAGE DAILY SPEND/TVL PARTY -2014 $639 $269 $662 $77 $236 AVERAGE DAILY SPEND/TVL PARTY - 2010 $596 $235 $508 $72 $202

AVERAGE VISITOR VALUE AVERAGE VISITOR VALUE - 2014 $687 $71 $640 $1,004 $809 AVERAGE VISITOR VALUE - 2010 $537 $69 $508 $922 $704

AVERAGE DAILY SPEND PER VISITOR AVG DAILY SPEND/VISITOR - 2014 $160 $71 $166 $24 $48 AVG DAILY SPEND/VISITOR - 2010 $119 $69 $141 $22 $41 74 VISITOR VALUE BY ACCOMMODATIONS

Vacation Home /Condo With Friends/ RV/ MidPrice Luxury /Timeshare Relatives Camping Budget Hotel Hotel Hotel Owner AVERAGE VISITOR VALUE

AVERAGE VISITOR VALUE - 2014 $382 $471 $636 $697 $903 $809

AVERAGE VISITOR VALUE - 2010 $320 $398 $506 $579 $744 $704

When viewed by accommodation, the most valuable visitors are those who stay in hotels. The highest spending visitors identify having stayed in a luxury hotel, at $903. Mid-price hotel stayers and budget hotel stayers have similar value, $697 and $636 respectively. RV/Campers spend $471, and visitors who stay with friends and family spend the least, $382 per visitor.

75 TRENDS: Visitor Spend and Value • Total spend by visitors to Lake Havasu rose by approximately 6% per year between 2010 and 2014, which exceeded the U.S. travel spend growth of 4.8% per year during the same period according to the U.S. Travel Association. • Total spend is up by more than $600 per travel party, up from $2,146 in 2010 to $2,748 in 2014, which reflects both increased spending and larger travel parties. • Recent overnight visitor parties showed the largest increase, going from $1,982 in 2010 to $2,561 in 2014. • There was a modest rise in overall spend by day visitor parties, going from $235 in 2010 to $269 in 2014. • The average visitor value for those who visit 2+ months per year went from $922 in 2010 to $1,004 in 2014. When calculated on visitor spend per day, however, this group comes in at the lowest daily spend, which went from $22 per visitor per day in 2010 to $24 per visitor per day in 2014. • When calculated by average daily spend per visitor, it is recent overnight visitors who provide the greatest revenue generation, which went from $141 per visitor per day in 2010 to $166 per visitor per day in 2014. • Day visitors generate $71 per visitor per day, which is up slightly from $69 per visitor per day in 2010. • By accommodation, visitor spend is up in every category, but most notably by luxury hotel stayers, $903 in 2014, up from $744 in 2010. • The average value of an overnight visitor is $640 in 2014, up from $508 in 2010. 76

PAST OVERNIGHT VISITORS

77 SECTION: PROFILE OF PAST OVERNIGHT VISITORS 3+ YRS AGO 2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.6% Visited overnight in the past 12 months 6.3% Visited overnight 2-3 years ago 5.1% Visited 3+ years ago 5.2%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.4% Vacation home/condo/timeshare 1.1%

DAY VISITORS 5.8%

Been through or near 8.2% Heard of it, never visited 33.8% Never heard of it 32.1% NON VISITORS NET 74.1%

78 How Long Since You Visited Lake Havasu City Past Visitors - 3+ Years Ago 4 years 20% 10+ years 45%

5 years 12%

6 years 9% 9 years 8 years 7 years 2% 5% 7%

About one-third of past visitors have visited as recently as 4 to 5 years ago. The largest group, 45%, visited 10 or more years ago.

79 Trends - How Long Since You Visited Lake Havasu City Trends - Past Visitors Time Since Last Visit 2014 2010

20.1% 4 years 14.0% 11.9% 5 years 13.0% 9.0% 6 years 7.0% 7.2% 7 years 5.0% 4.7% 8 years 6.0% 2.5% 9 years 6.0% 44.6% 10+ years 49.0%

There has been a sizeable reduction in visitors who visited 8 or more years ago, which may be due in part to visitors who are no longer able to travel because of age or illness. Among past visitors, 41% have visited as recently as 4 to 6 years ago, compared to 34% in 2010. A pattern seems to have emerged showing visit gaps usually last 6 to 9 years among sporadic visitors. 80 Why Has It Been More Than 3 Years Since You’ve Returned 2014 2010 Going to other destinations 39% 35% Not enough money 30% 22% Haven't thought about it 21% 9% Used to live closer 18% 22% Not enough time 15% 9% No longer have a boat 13% 5% No longer have friends / family there 7% n/a Used to have timeshare there 2% n/a Plan to return this year 2% n/a Illness / spouse died 1% 2% Special one-time trip 1% 7% Other 1% 10% We asked past overnight visitors who haven’t been back to Lake Havasu City for more than 3 years why they have not returned. The top two reasons for not returning have remained the same; going to other destinations and not enough money. Note: This was an open-ended question in 2010 and a check-box question in 2014. 81 Trends: Past Overnight Visitors

• There has been a sizeable reduction in visitors who visited 8 or more years ago, which may be due in part to visitors who are no longer able to travel because of age or illness. • It is very positive that among past visitors, 41% have visited as recently as 4 to 6 years ago, compared to 34% in 2010. • The top two reasons for not returning have remained the same; going to other destinations and not enough money. • A greater proportion say they haven’t returned because they haven’t thought about it, but this could be influenced by the fact that this was an unaided awareness (open-ended) question in 2010, and an aided question in 2014. • More people indicate they no longer have a boat as their reason for not returning, and that may be consistent with the stagnant economy. These past travelers may not realize the boat rental opportunities in Lake Havasu City.

82 Executive Summary: Past Overnight Visitors

• The largest single group of past overnight visitors have not visited for 10+ years, 45%. • Approximately one-third last visited 4-5 years ago. • The smallest groups of past visitors are those who visited 6 to 9 years ago, showing a trend that repeat visitation tends to happen in this time window among sporadic visitors. • The most often-cited reasons why it’s been so long since they visited are that 39% of them are going to other destinations and 30% cite tight finances.

83 PAST VISITORS – FUTURE VISITATION INTENTIONS

84 When Do You Plan To Return To Lake Havasu City Past Visitors - 2014 Past Visitors - 2010 Within 1 year 13.8% 12.5%

Within 2 years 15.3% 12.5%

Within 3 years 5.8% 6.8%

4+ years 1.5% 3.4%

Don't Know 46.0% 53.4%

Don't Plan To Return 17.5% 11.4% We asked past overnight visitors about their future visitation intentions for Lake Havasu City.

35% of past visitors intend to visit again within the coming 3 years, up from 32% in 2010. There has been a reduction in those who don’t know when they plan to return, 46% compared to 53.4% in 2010, which indicates less indecisiveness. However, there has been an uptick in those who say they don’t plan to return, 17.5% compared to 11.4% in 2010.

85 Why Don’t You Plan To Return 2014 2010

Going to other destinations 26% 33% Family / friends no longer there 15% n/a Bad experience 14% 19% Financial hardship 11% 10% Too many partiers 7% n/a One-time trip 4% 19% Not enough to do in LHC 4% 5% Going closer to gambling 4% n/a

Of the small proportion of overnight visitors who said they don’t plan to return, we asked them why. One quarter said they are going to other destinations, which is down from one-third in 2010. The second most oft cited reason in 2014 was family and friends no longer living in Lake Havasu City, which was not mentioned at all in 2010. Bad experience and financial hardship are in 3rd and 4th place respectively. Going closer to gambling, while only 4%, was not mentioned at all in 2010.

86 Trends: Future Visitation

• 35% of past visitors intend to visit again within the coming 3 years, up from 32% in 2010, which is a positive increase in intention. • Another positive development is a decline in those who don’t know when they plan to return, 46% compared to 53.4% in 2010, which indicates less indecisiveness and more definitive intentions. • However, there has been an uptick in those who say they don’t plan to return, 17.5% compared to 11.4% in 2010, which offset some of the net effect increased intention to return. • Of those who don’t plan to return, one quarter said they are going to other destinations, which is down from one-third going to other destinations in 2010.

87 Executive Summary: Future Visitation

• Nearly 14% of past visitors say they intend to return with 1 year. • Just over one-third of past visitors plan to return within 3 years. • Nearly half, 46%, don’t know when they will return, and a further 17% don’t plan to return at all. • Of those who don’t plan to return, about one-fourth are going to other destinations instead, and about 15% each won’t be returning because family or friends no longer live there, or because of a bad experience on a previous visit.

88 DAY VISITORS

89 SECTION: PROFILE OF DAY VISITORS

2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.6% Visited overnight in the past 12 months 6.3% Visited overnight 2-3 years ago 5.1% Visited 3+ years ago 5.2%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.4% Vacation home/condo/timeshare 1.1%

DAY VISITORS 5.8%

Been through or near 8.2% Heard of it, never visited 33.8% Never heard of it 32.1% NON VISITORS NET 74.1%

90 Frequency of Day Visits

How Many Day Visits in Past 3 Years

1 39.4% 2 17.7% 3 13.1% 4 4.0% 5 4.0% 6 5.1% 7 2.0% Avg. # Day Visits in past 3 years – 2014: 2.6 8 3.0% Avg. # Day Visits in past 3 years – 2010: 2.5 9 2.5% 10 2.0% 11 1.0% 12 2.5% 13-15 1.0% 16-20 1.5% 21+ 1.0%

We asked day visitors how often they had visited Lake Havasu City in the past 3 years. 39.4% have visited just once in 3 years. The average number of visits is 2.6 in 3 years, or nearly one visit per year. This has remained virtually unchanged since 2010. A total of 29.8% are making day visits to Lake Havasu City more than once per year. 91 How Many Were In Your Travel Party

Average Size of Travel Party

2014 2010

4 3.9 3.8

3.4

RECENT OVERNIGHT VISITORS DAY VISITORS

The average size of a party of day visitors is 3.8, up from 3.4 in 2010. The size of day visitor parties is still smaller than the typical overnight visitor party, but the gap has closed somewhat.

92 SEASONALITY – DAY VISITORS

Seasonality - Day Visitors

17.4%

13.2% 11.7% 12.1%

9.0% 7.4% 6.4% 5.9% 5.3% 3.7% 4.2% 3.7%

July is peak month for day visitors, with strong shoulders from March through June and August through September. December and February are the lightest months for day visitors..

93 SEASONALITY TRENDS – DAY VISITORS

Seasonality - Day Visitors

2014 2010

17.4%

14.9% 13.2% 12.1% 12.0% 11.3% 11.7%11.3% 10.6% 9.0%9.1% 9.5% 7.4% 6.4% 6.5% 5.9% 5.8% 5.3% 4.2% 4.0% 3.3% 3.7% 3.7% 1.8%

2014 shows more clear spikes in June and July as compared to 2010. The curve is generally the same, but with softer shoulders. In 2010, there was a spike in March that did not occur in 2014. December, although one of the lowest months, was higher in 2014 than in 2010.

94 Trip Purpose

Day Visitors - Trip Purpose Main Purpose Secondary Purpose

58.4%

26.8% 22.6% 23.0%

9.7% 9.7% 5.4% 6.2% 3.5% 4.7% 2.3% 1.6% 2.7% 1.6% 1.2% 0.0%

Nearly 60% of day visitors come to Lake Havasu City for pleasure/vacation, and a further 23% come to visit friends or relatives. It is interesting to note that nearly 10% of day visitors come in for business, compared to only 4% of overnight visitors. 4.7% of day visitors’ primary trip purpose is to attend a special event. 95 Why Haven’t You Stayed Overnight

Day Visitors

2014 2010

62.3% Stayed elsewhere - LHC not main destination 65.8%

22.2% Live within driving distance 16.6%

6.6% Lodging is too expensive 6.5%

4.7% All lodging was full 0

0.4% 4 or 5 diamond lodging is not available 0

3.9% Other, please specify 11.1%

We asked day visitors why they have not made an overnight visit to Lake Havasu City. Nearly two- thirds said it was because Lake Havasu City was not their main destination and they stayed overnight elsewhere. More than one-fifth live within driving distance. Just under 5% made it a day visit because all lodging was full. The trends are very similar from 2010 to 2014. 96 What Would Prompt Overnight Stay

Day Visitors

Knowing more about area 47.9%

Knowing about hotel/motel specials or promotions 40.9%

Special events 38.9%

Nothing could prompt me to stay overnight in Lake Havasu … 14.4%

If there were commercial air service into Lake Havasu City 7.4%

If friends / family went together 1.2%

More time and money 1.2%

Other 0.8%

We asked day visitors what would prompt them to make an overnight stay in Lake Havasu City. Nearly half said knowing more about the area. Nearly 41% would be motivated by know about special hotel/motel deals or promos, and 38.9% said knowing about special events could prompt an overnight stay. Interestingly, 7.4% said commercial air service might encourage them to make an overnight stay. Only 14% of day visitors say there is nothing that would cause them to stay overnight. 97 Trends - What Would Prompt Overnight Stay

Day Visitors

2014 2010

47.9% Knowing more about area 56.1% 40.9% Knowing about hotel/motel specials or promotions 42.4% 38.9% Special events 34.8% 14.4% Nothing could prompt me to stay overnight in Lake Havasu … 8.6% 7.4% If there were commercial air service into Lake Havasu City 0.0% 1.2% If friends / family went together 0.0% 1.2% More time and money 0.0% 0.8% Other 0.8%

The overall trends and rank order have stayed the same as in 2010, but there are now a larger proportion of overnight visitors who say nothing could prompt them to stay overnight. Verbatim remarks indicate most of these live within close driving distance.

98 Special Events

VISITATION DRIVEN BY SPECIAL EVENTS IN PAST 1-3 YEARS

ALL VISITORS 7.8%

5.5% DAY VISITORS

9.0%

OVERNIGHT VISITORS

The chart above reflects the total percentage of each visitor group that attended a special event in Lake Havasu City, without which they would not have come to the city. When we amortize this over the three year period, it accounts for approximately 1.8% of annual day visitors that would not have come to town otherwise. 99 Trends - Mode Of Transportation

Day Visitors - Mode of Transportation

2014 2010

73.5% Personal auto 73.4%

12.1% Rental auto 11.6%

3.5% RV / Motorhome 3.0%

1.9% Tour bus 2.5%

1.2% Motorcycle 3.0%

1.2% Commercial Plane 3.0%

0.8% Private Plane 1.0%

The transportation modes remain largely unchanged from 2010. Nearly three-fourths arrive in their personal auto and a further 12% arrive in a rental car. There was a slight increase in RV arrivals, 3.5% compared to 3.0% in 2010. Motorcycle and commercial plane went down in 2014 compared to 2010. 100 Travel Party Composition

PARTY COMPOSITION DAY RECENT VISITORS OVERNIGHT Adult/s with child/ren 29.9% 32.9% Couple 49.2% 32.7% Several adults 11.1% 22.9% I travel alone 9.4% 9.6% Tour / motorcoach .08% 1.2%

Day visitor parties are much more likely to be comprised of couples and much less likely to be adults traveling with children than overnight visitors. Similarly, day visitors are much less likely to be traveling in a group of several adults. The proportions of single travels and tour travelers are about the same for both day visitors and overnight visitors.

101 Water Recreation Areas Visited Water Recreation Areas Visited - Day Visitors

Lake Havasu, AZ 43.9% Pacific Ocean 39.3% Lake Tahoe, CA 22.2% Colorado River (Bullhead) 20.1% Colorado River (Grand Canyon) 18.4% Lake Mead, NV/AZ 17.6% Shasta Lake, CA 10.5% Lake Powell, AZ 10.5% Lake Pleasant, AZ 10.0% Lake Mohave, NV 7.9% Colorado River (Blythe/Yuma) 7.5% Colorado River (Needles) 7.1% Lake Roosevelt, AZ 6.3% Clear Lake, CA 5.0% Colorado River (Parker Strip) 4.2% Rocky Point, MX 3.8%

We asked which water recreation areas the day visitors had visited in the past five years. Lake Havasu was their most-oft visited water recreation area, followed by the Pacific Ocean, Lake Tahoe and Colorado River at Bullhead.

102 Trends: Day Visitors

• Overall, there were not many significant changes to day visitor behavior and composition from 2010 to 2014. • The average number of times a day visitor has visited in the past 3 years has remained almost the same, at 2.6 in 2014, up from 2.5 in 2010. • The size of the day visitor travel party is 3.8, up from 3.4 in 2010. • 2014 shows higher spikes in June and July as compared to 2010. The curve is generally the same as in 2010, but with softer shoulders. • Nearly two-thirds of day visitors say they didn’t stay overnight in Lake Havasu City because it was not their main destination and they stayed overnight elsewhere, and was virtually identical to the statistic in 2010. • Those who live within driving distance of Lake Havasu City is 22.2%, up from 16.6% in 2010. • Nearly half of day visitors say that knowing more about the area might prompt an overnight stay, which is down from 56% in 2010. 14.4% said nothing could prompt an overnight visit, up from 8.6% in 2010. Most of these live within close proximity to Lake Havasu City. • Nearly three-fourths of day visitors travelled in their own personal auto, which is nearly identical to the 2010 data. RV arrivals were 3.5%, up from 3.0% in 2010. There was a decline in arrivals by tour bus and motorcycle.

103 Executive Summary: Day Visitors

• The average day visitor has visited 2.6 times in the past 3 years and has 3.8 persons in their party • The seasonality of day visitors is strongest in the month of July, with strong shoulders from March through June and August through September. • Almost 60% of day visitors come for pleasure / vacation purposes, followed distantly by those visiting friends and relatives at 23%. • Nearly two-thirds of day visitors say they didn’t stay overnight in Lake Havasu City because it was not their main destination and they stayed overnight elsewhere, and a further 22% live within driving distance. • Nearly three-fourths of day visitors travelled in their own personal auto, and a further 12% arrived in a rental car. • Nearly half of day visitor parties are couples, and less than one-third are adults traveling with children, compared to overnight visitors who are about one-third each. • Lake Havasu was their most-oft visited water recreation area, followed by the Pacific Ocean, Lake Tahoe and Colorado River at Bullhead.

104 NON-VISITOR OVERVIEW

105 SECTION PROFILE: Non-Visitors To Lake Havasu City 2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.6% Visited overnight in the past 12 months 6.3% Visited overnight 2-3 years ago 5.1% Visited 3+ years ago 5.2%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.4% Vacation home/condo/timeshare 1.1%

DAY VISITORS 5.8%

Been through or near 8.2% Heard of it, never visited 33.8% Never heard of it 32.1% NON VISITORS NET 74.1%

Non-visitors are as important to track as visitors because they represent your potential visitor base. This is 74.1% of travelers. The greatest potential among these are the 33.8% who have heard of Lake Havasu City but never visited. Awareness is the first step to achieving visitation, and the city has high awareness levels for a destination of its stature.

106 PASSED THROUGH, DIDN’T VISIT: OVERVIEW

107 SECTION: THOSE PASSING THROUGH LAKE HAVASU CITY, DIDN’T VISIT 2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.6% Visited overnight in the past 12 months 6.3% Visited overnight 2-3 years ago 5.1% Visited 3+ years ago 5.2%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.4% Vacation home/condo/timeshare 1.1%

DAY VISITORS 5.8%

Been through or near 8.2% Heard of it, never visited 33.8% Never heard of it 32.1% NON VISITORS NET 74.1%

108 What Was Your Ultimate Destination 2014 2010 (checkbox) (open end) Las Vegas 26.9% 18.0% Grand Canyon 12.9% 5.0% Other Arizona cities 10.2% 23.0% Phoenix metro 9.6% 8.7% Other California cities 9.2% 11.0% Laughlin 6.1% 3.0% Texas 5.0% 3.0% Los Angeles 4.8% 2.0% Flagstaff 4.5% 0.0% Colorado 2.8% 2.0% New Mexico 2.6% 2.0% Orange County / Disneyland 2.2% 0.0% Other Nevada cities 1.7% 0.0% Utah 1.7% 2.0%

We asked, “What was your ultimate destination?” Arizona was the single largest “ultimate destination” of those who were passing through, with 37.5% when all Arizona locations are totaled. For individual destinations, Las Vegas ranks #1, followed by Grand Canyon, Phoenix and Laughlin.

109 Did You Stop In Lake Havasu City?

Did You Stop in LHC?

63% 54% 46% 37% No Yes No Yes

2014 2010

In 2014, 54% of pass-through travelers stopped in Lake Havasu City on their way through, up from 37% in 2010.

110 Pass-through Activities Activities of Pass-Through Travelers

I did not stop at all 45.8%

Got gas 20.2%

Ate at a meal 14.8%

Looked at the lake 9.7%

Looked at London Bridge 5.3%

Shopped at a grocery /drug 4.2% /convenience store

Although 45.8% of pass through travelers did not stop in town, 39.2% spent money in town on gas, a meal, and/or at a grocery or convenience store. 15.0% engaged in sight-seeing by looking at the lake and/or visiting the London Bridge.

111 Water Recreation Areas Visited Water Recreation Areas Visited - Pass Through Travelers

Pacific Ocean 51.9% Lake Tahoe, CA 30.1% Colorado River (Grand … 15.1% Shasta Lake, CA 13.6% Lake Mead, NV/AZ 13.6% Colorado River (Bullhead) 11.6% Clear Lake, CA 10.6% Lake Powell, AZ 7.9% Colorado River … 6.4% Colorado River (Parker … 5.7% Lake Havasu, AZ 4.9% Colorado River (Needles) 4.4% Lake Pleasant, AZ 3.7% Lake Mohave, NV 3.0% Lake Roosevelt, AZ 3.0% Rocky Point, MX 2.5% None of these 21.7%

Other than the Pacific Ocean, these pass-through travelers most oft visited water recreation area is Lake Tahoe, 30.1%, which is one of Lake Havasu City’s key competitors. This would seem to indicate that at least one-third of these pass-through travelers are viable targets for a future Lake Havasu City overnight visit. Only 4.9% of all pass-through travelers report having visited Lake Havasu in the past. 112 TRENDS: Passing Through, Didn’t Visit

• Pass-through travelers’ top destination is Las Vegas, 26.9% up from 18.0% in 2010. • Grand Canyon is the 2nd ranked destination at 12.9%, up from 5% in 2010, and Phoenix is ranked 3rd at 9.6%, up from 8.7% in 2010. • In 2014, 54% of pass-through travelers stopped in Lake Havasu City on their way through, up significantly from only 37% who stopped in 2010.

113 Executive Summary: Passing Through, Didn’t Visit

• For individual destinations, Las Vegas was the single largest, with 26.9% of pass-through travelers bound there. 12.9% are headed to the Grand Canyon and 9.6% are headed to Phoenix. • Of the 8.2% who passed through Lake Havasu City but didn’t visit, 54% stopped in town, even if very briefly. • Although 45.8% of pass through travelers did not stop in town, 39.2% spent money in town on gas, a meal, and/or at a grocery or convenience store. • 15.0% engaged in sight-seeing by looking at the lake and/or visiting the London Bridge. • Other than the Pacific Ocean, these pass-through travelers most oft visited water recreation area is Lake Tahoe, 30.1%, which is one of Lake Havasu City’s key competitors. This would seem to indicate that at least one-third of these pass-through travelers are viable targets for a future Lake Havasu City overnight visit.

114 HEARD OF LAKE HAVASU CITY, NEVER VISITED: OVERVIEW

115 SECTION: HEARD OF LAKE HAVASU CITY, BUT NEVER VISITED

2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.6% Visited overnight in the past 12 months 6.3% Visited overnight 2-3 years ago 5.1% Visited 3+ years ago 5.2%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.4% Vacation home/condo/timeshare 1.1%

DAY VISITORS 5.8%

Been through or near 8.2% Heard of it, never visited 33.8% Never heard of it 32.1% NON VISITORS NET 74.1%

116 Why Haven’t You Visited LHC Why Not Visited LHC - Heard Of Never Visited

I don't know very much about it 43.3% Financial reasons 30.1% Not high on my wish list 28.4% Rarely travel to that part of the country 21.7% Too far away from where I live 20.9% I intend to but haven't gotten around to it 16.5% Don't own a boat 14.9% Too hot in summer 13.0% Don't know where in Arizona it is 10.3% I don't find it appealing 6.9% I don't know if it's family friendly 6.8% Seems like it's for college students / Spring Break 6.4% No nearby attractions I'm interested in 3.8% Not close to a major airport 2.1% Not enough shopping opportunities 1.1% Not enough nightlife 0.9% Amenities / facilities not sufficient for my needs 0.7% Not enough time 0.3%

For travelers who have heard of Lake Havasu City, but never visited, we asked them why they have never visited. 43.3% say it is because they don’t know very much about it. 16.1% say they intend to, but haven’t gotten around to it. 14.9% say they don’t own a boat, 6.8% are unsure if it is a family friendly destination. Some of these objections cannot be overcome, but many can be overcome with education and these travelers can be converted to visitors. 117 Top of Mind Impression Top of Mind Impression of LHC Heard of It, Never Visited

Lake 27.8% Boating 10.9% Water 10.4% No impression 7.1% Beautiful 5.7% Party 5.6% London Bridge 4.0% Fun 3.8% Spring Break / college kids 3.7% Desert 3.6% Warm / Hot Weather 3.1% Resort 2.7% Fishing 2.4% Relaxing 2.1% Vacation 1.9% Arizona 1.4% Retirement 1.2% Camping 1.0% Small Town 0.9% River 0.8% We asked these travelers who have heard of, but never visited Lake Havasu City what thought or image comes to mind when they think of it. This was an open-end question. With lake in the name, that is the overwhelming top impression they have, followed by other water themes, together with beauty, party, London Bridge and fun. 118 After Reading, How Interested Lake Havasu City is situated on the Colorado River on the border of Arizona and California. Home to the world famous London Bridge, Lake Havasu is a paradise for water lovers and desert lovers alike. The crystal clear water and sunny skies of Lake Havasu offer the perfect environment for outdoor adventures, including boating, hiking, swimming, off-roading, fishing, bird watching and more. With winter daytime temperatures that rarely drop below 60 degrees, Lake Havasu City has it all! After Reading Description, How Interested In Visiting LHC

2014 3.3

2010 3.4

1 2 3 4 5

Not at all Not very Somewhat Very Interested Extremely Interested Interested Interested Interested We asked travelers who have heard of Lake Havasu City but never visited to read the description listed above, then asked them to rate how interested they would be in visiting. They rated their interest at 3.3 on a scale of 5, midway between “somewhat” and “very interested.” The rating remained essentially the same from 2010 to 2014. 119 After Reading, How Interested Lake Havasu City is situated on the Colorado River on the border of Arizona and California. Home to the world famous London Bridge, Lake Havasu is a paradise for water lovers and desert lovers alike. The crystal clear water and sunny skies of Lake Havasu offer the perfect environment for outdoor adventures, including boating, hiking, swimming, off-roading, fishing, bird watching and more. With winter daytime temperatures that rarely drop below 60 degrees, Lake Havasu City has it all!

After Reading, How Interested Heard Of, Never Visited Strong potential to become Extremely Interested 11.0% visitors Very Interested 29.8% Somewhat Interested

43.0% Not very Interested

11.8% Not at all Interested 4.4%

This graph shows the breakdown of travelers’ level of interest in visiting Lake Havasu City after reading the description above. This shows that 40.8% are either very interested or extremely interested. There is a broad middle of 43% who are somewhat interested, and only 16.2% are not very or not at all interested. 120 Water Recreation Areas Visited – Heard Of LHC, Never Visited

Water Recreation Areas Visited - Heard Of LHC, Never Visited

None of these 43.1% Lake Tahoe, CA 22.9% Shasta Lake, CA 8.0% Colorado River (Grand Canyon) 7.5% Clear Lake, CA 5.6% Lake Mead, NV/AZ 5.4% Colorado River (Bullhead) 3.2% Lake Powell, AZ 2.6% Canyon Lake, AZ 2.1% Colorado River (Needles) 1.9% Lake Pleasant, AZ 1.7% Colorado River (Parker Strip) 1.7% Colorado River (Blythe/Yuma) 1.5% Lake Roosevelt, AZ 1.3% Rocky Point, MX 1.2% Saguaro Lake, AZ 1.0% Lake Mohave, NV 0.8% Bartlett Lake 0.7% Lake Havasu, AZ 0.2%

We asked which water recreation areas these respondents had visited in the past five years. 43.1% have not visited any of these water recreation areas. The most oft-visited was Lake Tahoe with 22.9%, followed by Shasta Lake and the Colorado River at Grand Canyon. 121 Trends -Water Recreation Areas Visited Heard Of LHC, Never Visited Water Recreation Areas Visited - Heard of, Never Visited 2014 2010

None of these 43.1% 32.5% Lake Tahoe, CA 22.9% 22.6% Shasta Lake, CA 7.2%8.0% Colorado River (Grand Canyon) 7.5% 11.3% 5.6% Clear Lake, CA 6.3% Lake Mead, NV/AZ 5.4% 10.8% 3.2% Colorado River (Bullhead) 3.4% Lake Powell, AZ 2.6% 4.9% Canyon Lake, AZ 0.0% 2.1% Colorado River (Needles) 1.9%2.5% Lake Pleasant, AZ 1.7%2.4% Colorado River (Parker Strip) 1.7%2.2% Colorado River (Blythe/Yuma) 1.3%1.5% Lake Roosevelt, AZ 1.3%1.6% Rocky Point, MX 1.2% Saguaro Lake, AZ 0.0%1.0% Lake Mohave, NV 0.8%1.9% Bartlett Lake 0.0%0.7% Lake Havasu, AZ 0.2%0.4%

More travelers had not visited any of these water recreation areas, 43.1% in 2014 compared to 32.5% in 2010. Generally the trends for visitation at the recreation areas remained consistent, with Lake Tahoe being most visited. In 2014, Shasta Lake took the #2 ranking. Fewer travelers had visited Colorado River (Grand Canyon) and Lake Mead in 2014. 122 Vacation Destinations Visited – Heard Of, Never Visited LHC Vacation Destinations Visited – Heard Of, Never Visited LHC

2014 2010

Las Vegas n/a 37.0% Los Angeles 29.7%32.0% San Diego 27.6% 31.8% Orange County 17.3% 20.1% Phoenix area 14.1% 18.0% 10.4% Grand Canyon n/a 7.1% Flagstaff n/a Tucson 6.9%8.6% Sedona n/a 6.0% Yuma, AZ 2.1%2.9% Needles, CA 2.1% Williams, AZ 1.1%1.8% Parker, AZ 0.3%0.8% None of these 34.9% 45.5%

More than one-third of these travelers have visited Las Vegas, and nearly that many have visited Los Angeles and San Diego. 34.9% have never visited any of these destination, meaning 65.1% have visited one or more of these destinations. This gives a strong indication these travelers have traveled within geographic range of Lake Havasu City, and are candidates to be potential visitors. Note: Las 123 Vegas, Grand Canyon, Flagstaff and Sedona were not tested in 2010. What Would Prompt You To Visit LHC- Heard Of, Never Visited 2014 2010

If I knew more about it 49.7% 56.2% If a group of my friends or family wanted to go 36.5% n/a If it were packaged with something else I want to do on vacation 21.8% 30.6% Recommendation of a friend 21.7% 28.2% If I saw interesting info during a web search 15.6% 20.4% If it had a casino 11.3% n/a If I saw an enticing advertisement or news spot on television 11.2% 14.8% If I saw an enticing advertisement in a magazine 10.6% 15.2% If I saw an enticing article in a newspaper travel section 10.5% 16.8% Nothing would prompt me to consider Lake Havasu City 9.8% 8.0% If I could rent a boat 9.7% n/a If I received enticing emails periodically about the destination and special events 8.3% 14.6%

If a friend liked it on Facebook 3.4% n/a If I heard an enticing advertisement on the radio 3.3% 4.7% We asked these travelers what would prompt them to visit Lake Havasu City. Nearly half would like to know more about it. Based on data from the 2010 study that indicated many like to visit LHC with a group of family or friends, we added it as a choice for these travelers in 2014, and more than one-third indicated this would be prompt them to visit! More than one-fifth would be interested in having it packaged together with something else and would be influenced by the recommendation of friends or family. 124 TRENDS: Heard Of, Never Visited

• Travelers who have heard of but never visited Lake Havasu City show an average interest in visiting of 3.3 on a scale of 5, and that has remained consistent from 2010 when it was rated 3.4 on the same scale. • Lake Tahoe remains the number one most often visited destination tested, visited by 22.9% in 2014 and 22.6% in 2010. Shasta Lake visitation increased to 8.0%, up from 7.2% in 2010. • Visitation to Colorado River (Grand Canyon), Lake Mead and Lake Powell was lower in 2014 than 2010. • More than one-third of these travelers have visited Las Vegas, which was not measured in 2010. Los Angeles and San Diego were the next most often visited destinations measured, although the proportions declined somewhat in 2014 compared to 2010. • When asked what would prompt them to visit Lake Havasu City, 49.7% said if they know more about it, compared to 56.2% in 2010. • One of the new categories tested in 2014 surged to rank at #2 in 2014, “if a group of my friends or family wanted to go,” which 36.5% said would prompt them to visit Lake Havasu City, which strongly reinforces finding from both the 2010 benchmark study and the 2014 study showing people like to visit Lake Havasu City with groups of friends or family.

125 Executive Summary: Heard Of, Never Visited

• This segment is one of the most important since the data shows most of the uptick in overnight visitors since 2010 have been converted from this group. They are aware of Lake Havasu City, and a significant portion expresses an interest in learning more about it. • Of the 33.8% who have heard of Lake Havasu City but never visited, 43.3% say they haven’t visited because they don’t know very much about it. • 16.5% say they have intended to visit but haven’t gotten around to it. • They were asked to give their top-of-mind impression of Lake Havasu City based on whatever they know, and the top impression is the lake, by 27.8%, followed by boating, the water and natural beauty. • After reading a paragraph describing Lake Havasu City, they rated their interest in visiting at 3.3 on a scale of 5, which is midway between somewhat and very interested. • Further analysis shows that 40.8% are either very or extremely interested in visiting after reading the description, and a further 43.0% are somewhat interested. This is a large base who are open to becoming visitors. • 23% of this group have visited Lake Tahoe, a key competitor to Lake Havasu City. • Approximately 43% have never visited any of the western water recreation areas we asked about. • More than half of this group have visited Los Angeles, San Diego, Phoenix or Orange County in the past 3 years. • Only 9.8% of this group said there is nothing that could prompt them to visit Lake Havasu City, leaving 90% who are open to being persuaded to visit.

126 NEVER HEARD OF LAKE HAVASU CITY: OVERVIEW

127 SECTION: NEVER HEARD OF LAKE HAVASU CITY

2014 Experience With Lake Havasu City

OVERNIGHT VISITORS-NET 16.6% Visited overnight in the past 12 months 6.3% Visited overnight 2-3 years ago 5.1% Visited 3+ years ago 5.2%

LONG TERM VISITORS NET 3.3% Long-term visitors 2.4% Vacation home/condo/timeshare 1.1%

DAY VISITORS 5.8%

Been through or near 8.2% Heard of it, never visited 33.8% Never heard of it 32.1% NON VISITORS NET 74.1%

128 Overnight Vacation Trip – Never Heard Of LHC Vacation Destinations Visited - Never Heard Of LHC

None of these 61.5% Las Vegas 21.5% Los Angeles 16.5% San Diego 11.7% Orange County 6.5% Phoenix area 6.3% Grand Canyon 6.0% Flagstaff 3.4% Tucson 3.2% Sedona 2.2% Yuma, AZ 1.3% Needles, CA 0.8% Parker, AZ 0.2% Williams, AZ 0.1%

We asked those respondents who have never heard of Lake Havasu City whether they had taken an overnight vacation to any of the western destinations listed in the past 3 years. Nearly 62% had not visited any of these destinations, meaning 38% have vacationed at one or more of these. The most oft visited is Las Vegas, followed by Los Angeles, San Diego, Orange County, Phoenix and the Grand Canyon. 129 Recreation Participation by Those Who Have Never Heard of LHC

Participation in Recreational Activities - Never Heard of LHC

Special Events / Festivals 72.6%

Outdoor Activities (i.e.biking, hiking) 66.0%

Water Recreation (i.e. kayaking, paddle boarding) 47.6%

Lake Swimming 35.1%

Boating 33.5%

We asked travelers who have never heard of Lake Havasu City whether they participate in these recreation activities. More than two-thirds participate in special events and festivals and outdoor activities such as biking and hiking, and half participates in water recreation. One-third participate in boating. 130 After Reading, How Interested Lake Havasu City is situated on the Colorado River on the border of Arizona and California. Home to the world famous London Bridge, Lake Havasu is a paradise for water lovers and desert lovers alike. The crystal clear water and sunny skies of Lake Havasu offer the perfect environment for outdoor adventures, including boating, hiking, swimming, off-roading, fishing, bird watching and more. With winter daytime temperatures that rarely drop below 60 degrees, Lake Havasu City has it all!

After Reading Description, How Interested in Visiting LHC

2014 3.2

2010 3.3

1 2 3 4 5 Not at all Not very Somewhat Very Extremely Interested Interested Interested Interested Interested

We asked the travelers who have never heard of Lake Havasu City to read the short description above and then rate their interest in visiting. On a scale of 1 to 5, they rated their interest at 3.2, which is just above somewhat interested. This rating is almost identical to the rating of travelers in 2010. 131 After Reading, How Interested – Never Heard Of LHC Lake Havasu City is situated on the Colorado River on the border of Arizona and California. Home to the world famous London Bridge, Lake Havasu is a paradise for water lovers and desert lovers alike. The crystal clear water and sunny skies of Lake Havasu offer the perfect environment for outdoor adventures, including boating, hiking, swimming, off-roading, fishing, bird watching and more. With winter daytime temperatures that rarely drop below 60 degrees, Lake Havasu City has it all! After Reading, How Interested Strong Never Heard Of LHC potential Extremely Interested to become 11.6% visitors Very Interested 27.6% Somewhat Interested Not very Interested 41.6% Not at all Interested 10.8% 8.4%

This graph shows the breakdown of travelers’ level of interest in visiting Lake Havasu City after reading the description above. This shows that 39.2% are either very interested or extremely interested. There is a broad middle of 42% who are somewhat interested, and only 19.2% are not very or not at all interested. 132 Executive Summary: Never Heard Of Lake Havasu City

• More than two-thirds participate in special events and festivals and outdoor activities such as biking and hiking, and half participate in water recreation. One-third participates in boating. • 53% of this group says they participate in boating and/or water recreation, making them potential targets for Lake Havasu City. • After reading a paragraph describing Lake Havasu City, they rated their interest in visiting at 3.2 on a scale of 5, just above somewhat interested. • A breakdown of travelers’ level of interest in visiting Lake Havasu City after reading the description of Lake Havasu City shows that 39.2% are either very interested or extremely interested, and only 19.2% are not very or not at all interested.

133 PARTICIPATION IN BOATING ON LAKE HAVASU

134 Participation In Boating / Personal Watercraft On Any Lake in Past Five Years

All Visitors Recent Recent Long-term Vacation Day Overnight Overnight visitors 2+ Home / Visitors Past 12 2-3 Years months/yr Condo / months Timeshare

Yes 58.0% 60.1% 63.8% 68.8% 73.2% 42.7% No 42.0% 39.9% 36.2% 31.2% 26.8% 57.3%

We asked visitors whether they have participated in boating / personal watercraft activities on any lake in the past five years. 58% of all visitors said “yes.” The most avid participants are vacation home / condo / timeshare visitors who have participated at a rate of 73.2%, and long- term visitors are close behind at 68.8%. Nearly two-thirds of recent overnight visitors have participated. Day visitors are the least active in boating and personal watercraft activities, with 42.7% participating.

135 Participation In Boating / Personal Watercraft on Western Water Recreation Areas All Visitors Recent Recent Long Term Day Visitors Overnight Overnight 2- and Vacation Past 12 3 Years Home / months Condo/ Timeshare Lake Havasu, AZ 53.4% 59.8% 52.4% 48.6% 34.3% Pacific Ocean 25.7% 26.4% 29.0% 25.6% 30.7% Lake Tahoe, CA 20.2% 21.8% 23.0% 18.1% 17.3% Colorado River (Bullhead) 17.3% 16.4% 16.4% 23.2% 15.7% Lake Mead, AZ/NV 17.1% 17.0% 20.1% 18.6% 13.7% Colorado River (Grand Canyon) 14.2% 12.4% 17.8% 11.9% 14.4% Lake Powell, AZ 12.1% 10.9% 12.3% 21.9% 8.2% Colorado River (Needles) 10.2% 12.4% 10.8% 13.0% 8.2% Colorado River (Parker Strip) 10.1% 13.0% 10.0% 16.4% 3.3% Shasta Lake, CA 9.4% 9.1% 11.2% 9.6% 8.1% Lake Pleasant, AZ 9.1% 6.4% 11.1% 12.4% 7.8% Lake Mohave, NV 9.0% 10.9% 8.6% 10.7% 6.2% Colorado River (Blythe/Yuma) 7.7% 8.5% 7.1% 10.2% 5.9% Clear Lake, CA 7.3% 8.5% 7.4% 10.6% 3.9% Lake Roosevelt, AZ 6.0% 7.6% 4.8% 6.8% 4.9% Rocky Point, MX 4.2% 4.7% 5.9% 6.2% 2.9% None of these 8.2% 6.1% 5.6% 4.0% 15.4% Among visitors, Lake Havasu was the most frequently visited water recreation area, followed by the Pacific Ocean, Lake Tahoe and Colorado River at Bullhead. Day visitors are the lightest users of water recreation areas among these visitor segments, and recent overnight visitors are heaviest. 136 Are There Any Arizona or California Water Recreation Areas You Don’t Boat on Anymore?

Any Arizona or California Water Recreation Areas You Don't Boat On Anymore 67.6%

32.4% No

Yes

Nearly one-third of boaters are no longer using a water recreation area in Arizona or California that they used to boat on. The chart on the following page shows the reasons given for the change in boating habits. The most frequent reason given for making a change was low water levels.

137 List Lake You Don’t Boat On Anymore and State Briefly Why Not Reason % Lake Tahoe low water level 25.6% Lake Perris low water level & dangerous 16.3% Folsom Lake low water level 11.6% Lake Mead low water level & poor fishing 9.3% Lake Oroville low water level 7.0% Lake Shasta low water level 5.8% Bartlett Lake low water level 4.7% Apache Lake too crowded 3.4% Colorado River low water level 2.5% Copper Canyon dangerous / drunks 2.3% Irvine Lake zebra mussels 2.0% Lake Berryessa remodel 1.6% Lake Johnson too crowded 1.4% Lake Pleasant low water level 1.2% Lake Puddingstone too dirty 0.8% Paradise Lake too crowded 0.8% Others various 3.7% Visitors have discontinued boating at several lakes, primarily due to low water levels. Lake Tahoe and Lake Mead are the most notable among these. 138 Participation In Boating and Personal Watercraft on Lake Havasu

All Visitors Recent Recent Long Term Day Overnight Overnight and Visitors Past 12 2-3 Years Vacation months Home / Condo/ Timeshare

2014 53.4% 59.8% 52.4% 48.6% 34.3% 2010 45.9% 59.7% 54.2% 47.9% 21.1%

We asked all visitors whether they participate in boating or personal watercrafting on Lake Havasu. Nearly half of all visitors say they participate, with the heaviest participation among recent overnight visitors and the lightest participation among day visitors. There was an overall increase in 2014, at 47.4% up from 45.9% in 2010. Note that boating is a general term that can include personal watercraft, canoes, fishing boats, kayaks and many other types of craft in addition to sport boats.

139 Why Don’t You Boat on Lake Havasu? Reason %

Too busy / time constraints 35.6% Sold my boat / too expensive 13.3% Lake Havasu too rowdy / dangerous 11.1% Keep my boat elsewhere / distance 10.4% Plan to rent there in future 9.6% Didn't bring my boat 8.1% Come to Lake Havasu City for other reasons 6.7% Use friend's boat / distance 5.9% Headed to Grand Canyon / didn't bring boat 2.2% No longer enjoy boating 1.5% Lake Havasu too small 0.7% Developed seasickness 0.7% Other 5.2%

We asked those who have boated on Western Water Recreation areas why they don’t boat on Lake Havasu. More than one-third cited time constraints / too busy, 13.3% sold their boat, 11.1% say Lake Havasu is too rowdy, and 10.4% say they keep their boat too far away. 140 Watercraft Use on Lake Havasu

All Visitors Recent Recent Long Term Day Overnight Overnight and Visitors Past 12 2-3 Years Vacation months Home / Condo/ Timeshare

Bring my own 32.9% 31.2% 34.6% 49.1% 24.1% Use a friend's / family member's 37.4% 35.8% 30.5% 32.1% 49.5% Rent a boat / personal watercraft 29.7% 33.0% 34.9% 18.9% 26.2%

We asked those who have boated on Lake Havasu about their watercraft use. The most frequent situation for all visitors is to use a friend’s or family member’s watercraft, 37.4%. Day visitors are particularly likely to use someone else’s watercraft, 49.5%. Renting a watercraft is the least frequent situation, 29.7% of all visitors. Long term and Vacation Home / Condo / Timeshare owners are the least likely to rent a watercraft, and the most likely to bring their own. Recent overnight visitors are about equally likely to bring their own, use someone else’s or rent, about one-third each.

141 Any Encounters With Law Enforcement On Lake Havasu?

Have You Had Any Encounters With Law Enforcement on Lake Havasu?

All Visitors 25.9% 18-24 36.8% 25-34 34.3% 35-44 17.1% 45-54 21.7% 55-64 9.4% 65-74 0.0% 75+ 0.0%

Just over one-fourth of all visitors have had an encounter with law enforcement on Lake Havasu. When evaluated by age, results show there is a direct correlation with age of the visitor. Those aged 18 to 34 are almost twice as likely as older visitors to having any law enforcement encounters. No visitor age 65 or over reported having any law enforcement encounter.

142 Experiences With Law Enforcement On Lake Havasu

Experiences With Law Enforcement On Lake Havasu Very nice / pleasant Good job keeping the lake safe Other

54.4% 53.3% 50.4% 50.0% 50.0% 50.0% 50.0% 50.0% 45.2% 43.8% 40.4% 40.0%

6.3% 4.3% 5.3% 6.7% 0.0% 0.0% 0.0% 0.0%0.0% 0.0% 0.0%0.0%

All Visitors 18-24 25-34 35-44 45-54 55-64 65-74 75+

The overwhelming majority of law enforcement encounters were perceived as very positive, irrespective of the age of the visitor. Nearly all the “other” comments were also positive, with fewer than 1% of all who had an encounter with law enforcement being negative.

143 How Safe Do You Feel On Lake Havasu?

How Safe Do You Feel on Lake Havasu

2014 2010

3.9 All Visitors 4.1 3.7 Day Visitors 3.9 4.1 Long Term Vstrs & Vac. Home/Condo/Timeshr 4.2 3.8 Recent Overnight - 2-3 yrs ago 4 3.9 Recent Overnight - past 12 months 4.2

1 2 3 4 5

Not at all Safe Not very Safe Somewhat Safe Very Safe Extremely Safe We asked all the visitors who participate in boating on Lake Havasu to rate how safe they feel on the lake. The average of all visitors is 3.9 on a scale of 5, down very slightly from 2010, but still “very safe.” 144 How Does Experience on Lake Havasu Compare?

How Does Experience on Lake Havasu Compare to Other Lakes

All Visitors 3.9

3.6 Day Visitors

Long Term Vstrs & Vac. Home/Condo/Timeshr 4.1

Recent Overnight - 2-3 yrs ago 3.7

3.9 Recent Overnight - past 12 months

1 2 3 4 5

Much Worse Somewhat About the Same Somewhat Much Better Worse Better We asked all the visitors who participate in boating on Lake Havasu to compare their experience to other lakes. The average of all visitors is 3.9 on a scale of 5, indicating they find their experience to be somewhat better than on other lakes. 145 Overall Satisfaction With Experience on Lake Havasu

Overall Satisfaction With Experience on Lake Havasu

All Visitors 4.2

Day Visitors 3.9

4.3 Long Term Vstrs & Vac. Home/Condo/Timeshr

4.2 Recent Overnight - 2-3 yrs ago

4.3 Recent Overnight - past 12 months

1 2 3 4 5

Very Negative Somewhat Neutral Somewhat Very Positive Negative Positive We asked all the visitors who participate in boating on Lake Havasu to rate their overall satisfaction with their experience on Lake Havasu. The average of all visitors is 4.2 on a scale of 5, indicating they find their experience to be just above “somewhat positive.” 146 TRENDS: Participation in Boating

• More visitors are participating in boating and personal watercraft activities in 2014, 53.4% overall, up from 45.9%. • The trend among segments has remained the same from 2010 to 2014, with recent overnight visitors participating in boating and personal watercrafting the most and day visitors participating least. • There was a very minor decline in how safe visitors felt while on Lake Havasu, 3.9 on a scale of 5 in 2014, down from 4.1 in 2010.

147 Executive Summary: Participation in Boating

• Travelers have participated in boating / personal watercraft on any lake at a rate of 58.0%, and at nearly that rate on Lake Havasu at 53.4%. • The visitor segment most active in boating is recent overnight visitors and the least active is day visitors. • Among visitors, Lake Havasu was the most frequently used for boating / personal watercraft of any Western water recreation area, followed by the Pacific Ocean, Lake Tahoe and Colorado River at Bullhead. • We asked travelers who said they have boated on a western water recreation area if there are any Arizona or California water recreation areas they no longer boat on, and if so why. 32.4% said there are Arizona / California water recreation areas they no longer boat on. Lake Tahoe was most mentioned because of its low water level, and Lake Perris was next most mentioned, for both its low water level and for being dangerous due to drunks. • We asked travelers who participate in boating on western water recreation areas, but who do not boat on Lake Havasu to tell us why not. The most common reason was too busy / time constraints, 35.6% and sold my boat / too expensive, cited by 13.3%, and 11.1% said Lake Havasu is too rowdy / dangerous. • Approximately one-third of visitors bring their own boat / personal watercraft to Lake Havasu, 37% use a friend’s or family member’s boat / personal watercraft, and 30% rent a boat / personal watercraft.

148 Executive Summary: Participation in Boating (continued)

• Just over one-fourth of all visitors have had an encounter with law enforcement on Lake Havasu. When evaluated by age, results show there is a direct correlation with age of the visitor. Those age 18 to 34 are almost twice as likely as older visitors to have law enforcement encounters. No visitor age 65 or over reported have any law enforcement encounter. • The overwhelming majority of law enforcement encounters were perceived as very positive, irrespective of the age of the visitor. • Visitors rate their feeling of safety on Lake Havasu at 3.9 on a scale of 5, “very safe.” • Visitors rate their experience on Lake Havasu compared to other lakes at 3.9 on a scale of 5, “somewhat better.” • They rate their overall satisfaction with their experience on Lake Havasu at 4.2 on a scale of 5, just above “somewhat positive.”

149 SPECIAL EVENTS

150 Visitation Driven By Special Events

VISITATION DRIVEN BY SPECIAL EVENTS

4.2% ALL VISITORS

5.1% DAY VISITORS

3.9% OVERNIGHT VISITORS

The chart above reflects the total percentage of each visitor group who said they attended a special event in Lake Havasu City, without which they would not have come to the city. This does not account for visitors who may have attended a special event when they were in town, but the event was not their primary trip purpose.

151 Trip Purpose Specified As Special Event

Trip Purpose: Special Event

Total: 12.0% 11.2% Total: 10.1% 10.0% Secondary Trip Purpose

8.0% 7.6% 5.4%

6.0% Primary Trip Purpose 4.0% 4.7% 2.0% 3.6%

0.0% Recent Overnight Visitors Day Visitors

Each visitor was asked to specify their primary trip purpose and also any secondary trip purpose for their visit to Lake Havasu City. The chart above shows that 3.6% of recent overnight visitors specified a special event as their primary trip purpose and a further 7.6% said it was their secondary trip purpose, for a net effect of 11.2% on overnight visitors. More day visitors, 4.7%, said it was their primary trip purpose, and a further 5.4% said it was a secondary purpose, for a net effect of 10.1% on day visits. Even when a special event is a secondary purpose, it contributes to the overall experience and satisfaction of visitors.

152 Knowing About A Special Event Prompts Recommendation to Friends / Family

Would Knowing About Upcoming Special Events in LHC Prompt You to Recommend a Visit to Friends / Family Total: 11.2% Total: 34.6% 10.1% 29.1% 27.3%

All Visitors Recent Overnight Visitors Day Visitors

We asked visitors if knowing about a special event would prompt them to recommend a visit to friends and family to Lake Havasu City. The chart above shows that 27.3% of recent overnight visitors would be prompted to make a recommendation, and 34.6% of day visitors would be prompted to recommend a visit to Lake Havasu City.

153 Knowing About Special Events Prompt Increased Visits / Longer Stays

Knowing About Special Events Would Prompt Increased Visits or Total: Longer Stays 11.2% Total: 38.6% 10.1%

35.4% 34.7%

All Visitors Recent Overnight Visitors Day Visitors

We asked visitors if knowing about a special event would prompt them to make longer stays or increase the frequency of their visits to Lake Havasu City. The chart above shows that 34.7% of recent overnight visitors and 38.6% of day visitors would be prompted to increase the duration or frequency of their visits.

154 Executive Summary: Special Events

• We asked visitors whether they attended a special event in Lake Havasu City, without which they would not have come to the city. 4.2% of all visitors said they did.

• More day visitors, 5.1%, said they attended a special event without which they would not have come, compared to 3.9% of overnight visitors.

• Each visitor was asked to specify their primary trip purpose and also any secondary trip purpose for their visit to Lake Havasu City. 3.6% of recent overnight visitors specified a special event as their primary trip purpose and a further 7.6% said it was their secondary trip purpose, for a net effect of 11.2% on overnight visitors.

• More day visitors, 4.7%, said it was their primary trip purpose, and a further 5.4% said it was a secondary purpose, for a net effect of 10.1% on day visits.

• We asked visitors if knowing about a special event would prompt them to recommend a visit to friends and family to Lake Havasu City. 27.3% of recent overnight visitors would be prompted to make a recommendation, and 34.6% of day visitors would be prompted to recommend a visit to Lake Havasu City.

• We asked visitors if knowing about a special event would prompt them to make longer stays or increase the frequency of their visits to Lake Havasu City. 34.7% of recent overnight visitors and 38.6% of day visitors would be prompted to increase the duration or frequency of their visits.

155 HAVASU LANDING RESORT AND CASINO & TOPOCK 66 RESORT & SPA

156 If a Hotel Were Built Near The Following Locations, How Likely Would You Be to Consider Staying There On a Future Visit? If a hotel were built near the following locations and assuming the rates are comparable to other hotels in the area, how likely are you to consider each for your overnight lodging choice during future visits to Lake Havasu City? Likelihood To Stay In Hotel Built Near the Following Locations

Don't Know 2.2% 3.2% 100.0% 20.8% 90.0% 27.1% Extremely likely 80.0% 70.0% 24.8% Very Likely 27.7% 60.0% Somewhat likely 50.0% 40.0% 35.5% 28.0% Not very likely 30.0% 20.0% 8.9% 9.7% Not at all likely 10.0% 6.1% 6.1% 0.0% Lake Havasu Landing Resort & Topock 66 Spa & Resort Casino

54.8% of all visitors would be either extremely or very likely to CONSIDER staying at a hotel built at the Havasu Landing Resort & Casino, and 45.6% at the Topock 66 Spa & Resort. There is more interest in the Lake Havasu Landing Resort & Casino than in the Topock 66 Spa & Resort, although both present a potential vulnerability to 157 LHC hotel properties. If a Hotel Were Built At The Havasu Landing Resort & Casino Across The Lake in California, How Likely Would You Be To Consider Staying There If a hotel were built near the Havasu Landing Resort & Casino (across the lake in California) and assuming the rates are comparable to other hotels in the area, how likely are you to consider each for your overnight lodging choice during future visits to Lake Havasu City?

Havasu Landing Resort & All Overnight Recent Recent Overnight Visitors Overnight 2-3 yrs ago Casino (across lake in past 12 mos California Extremely Likely 27.1% 29.1% 20.2% Very Likely 27.7% 30.2% 26.1% Somewhat Likely 28.0% 27.2% 33.6% Not Very Likely 8.9% 7.4% 10.5% Not At All Likely 6.1% 5.1% 5.9% Don't Know 2.2% 1.0% 3.8%

54.8% of all visitors would be either extremely or very likely to consider staying at a hotel built at the Havasu Landing Resort & Casino. Recent overnight visitors are even more likely to consider staying than overnight visitors from 2-3 years ago. 158 If a Hotel Were Built At The Topock 66 Spa & Resort, How Likely Would You Be To Consider Staying There If a hotel were built near the Topock 66 Spa & Resort and assuming the rates are comparable to other hotels in the area, how likely are you to consider each for your overnight lodging choice during future visits to Lake Havasu City? Topock 66 Spa & All Recent Recent Overnight Overnight Overnight 2-3 Resort Visitors past 12 mos yrs ago

Extremely Likely 20.8% 22.8% 16.4% Very Likely 24.8% 27.9% 21.4% Somewhat Likely 35.5% 34.6% 40.3% Not Very Likely 9.7% 9.7% 10.5% Not At All Likely 6.1% 6.0% 6.7% Don't Know 3.2% 3.0% 3.6%

45.6% of all visitors would be extremely or very likely to consider staying at a hotel built at the Topock 66 Spa & Resort. The more recent overnight stayers would be more likely to consider staying than visitors from 2-3 years ago. 159 Those Who Have Gambled on Previous Visits: If a Hotel Were Built At The Following Locations, How Likely Would You Be To Consider Staying If a hotel were built near the Topock 66 Spa & Resort and assuming the rates are comparable to other hotels in the area, how likely are you to consider each for your overnight lodging choice during future visits to Lake Havasu City? The 76.2% Who Have Havasu Topock 66 Participated in Gambling on Landing Spa & Previous Visits Resort & Resort Casino Extremely Likely 33.1% 23.7% Very Likely 30.7% 25.3% Somewhat Likely 24.0% 34.1% Not Very Likely 7.1% 10.5% Not At All Likely 4.4% 3.7% Don't Know 0.6% 2.7%

Those who have gambled on previous visits to Lake Havasu City are even more likely to say they would consider staying at the above mentioned hotels. 63.8% would be extremely or very likely to consider staying at the Havasu Landing Resort & Casino, and 49.0% at the Topock 66 Spa and Resort. 160 Executive Summary: Havasu Landing Resort & Casino and Topock 66 Resort & Spa • 54.8% of all visitors would be either extremely or very likely to consider staying at a hotel built at the Havasu Landing Resort & Casino, and 45.6% at the Topock 66 Spa & Resort. There is more interest in the Lake Havasu Landing Resort & Casino than in the Topock 66 Spa & Resort, although both present vulnerability to LHC hotel properties. • Recent overnight visitors are even more likely to consider staying there than overnight visitors from 2-3 years ago, 59.3% at the Havasu Landing Resort & Casino and 50.7% at the Topock 66 Spa & Resort. • The 76.2% of visitors who have gambled on previous visits to Lake Havasu City are even more likely to say they would consider staying at the above mentioned hotels. 63.8% would be extremely or very likely to consider staying at the Havasu Landing Resort & Casino, and 49.0% at the Topock 66 Spa and Resort.

161 PEER-TO-PEER LODGING INTENTIONS

162 Likelihood To Use Peer-to-Peer Lodging In LHC On Future Visits Which of the following best describes your likelihood to use a peer-to-peer service such as Airbnb for your future lodging in Lake Havasu City? (Peer-to-peer is collaborative consumption where owners rent out something they are not using to a stranger.)

Recent Overnight Visitors: Likelihood to Use Peer-to-Peer Lodging in LHC

I don't know

4.5% Extremely likely 22.2% Very likely 20.9% Somewhat likely 28.0% Not very likely 14.3% Not at all likely 10.1%

43.1% of recent overnight visitors say they are either very or extremely likely to use peer-to-peer lodging on a future visit to Lake Havasu City. 163 Likelihood To Use Peer-to-Peer Lodging In LHC On Future Visits Which of the following best describes your likelihood to use a peer-to-peer service such as Airbnb for your future lodging in Lake Havasu City? (Peer-to-peer is collaborative consumption where owners rent out something they are not using to a stranger.) Likelihood To Use Peer-to-Peer Lodging in LHC

3.3

1 2 3 4 5

Not at all Not very Likely Somewhat Very Likely Extremely Likely Likely Likely

Overnight visitors to Lake Havasu City say they are just above “somewhat likely” to use peer-to-peer lodging for a future visit, 3.3 on a scale of 5. 164 BY AGE: Likelihood To Use Peer-to- Peer Lodging In LHC On Future Visits

Which of the following best describes your likelihood to use a peer-to-peer service such as Airbnb for your future lodging in Lake Havasu City? (Peer-to-peer is collaborative consumption where owners rent out something they are not using to a stranger.)

Not At All Not Very Somewhat Very Likely Extremely I Don't Know TOTAL Likely Likely Likely Likely

18 to 24 1.0% 12.4% 36.1% 23.7% 21.7% 5.2% 100.0% 25 to 34 8.1% 10.2% 27.4% 23.4% 27.4% 3.1% 100.0% 35 to 44 9.0% 10.5% 30.1% 21.1% 27.8% 1.5% 100.0% 45 to 54 7.3% 16.7% 27.1% 18.8% 27.1% 3.1% 100.0% 55 to 64 20.3% 31.9% 17.4% 15.9% 5.8% 8.7% 100.0% 65+ 32.4% 23.5% 26.5% 8.8% 0.0% 8.8% 100.0%

Not surprisingly, the younger the visitor, the more likely they are to say they would consider staying in peer-to-peer lodging on a future visit to Lake Havasu City. The group most likely to consider it is 25 to 34, with 50.8% saying they are either very or extremely likely to stay in peer-to-peer lodging on future LHC visits. The group least likely to do so is age 65+, with 8.8% either very or extremely likely to consider it. 165 Lodging: Actual Use Of Peer-to-Peer Lodging In LHC On Past Visits The chart below is an excerpt from all lodging types used by recent overnight travelers (12 months and 2-3 years ago). Note: The actual percentage who have used peer-to-peer lodging in LHC is less than one-half of one percent.

Lodged in Peer to Peer Accommodations on Last LHC Visit Used Peer to Peer in LHC 18 to 24 0.0% 25 to 34 75.0% 35 to 44 25.0% 1.0% 0.4% 45 to 54 0.0% 0.8% 55 to 64 0.0% 0.6% 65+ 0.0% TOTAL 100.0% 0.4% 0.2% 0.0% Less than one half of 1% has actually used peer-to-peer lodging as accommodations for an overnight stay in Lake Havasu City. Of that one-half of 1%, 100% are between ages 25 and 44. While there is certainly interest in the concept and it may erode some of traditional lodging’s share, it is unlikely that all those who say they are likely to use it in Lake Havasu actually will. 166 Executive Summary: Peer-to-Peer

• We asked recent overnight visitors (12 months and 2-3 years) about their likelihood to use a peer-to-peer service such as Airbnb for their future lodging in Lake Havasu City. (The following definition was given in the question: Peer-to-peer is collaborative consumption where owners rent out something they are not using to a stranger.) • 43.1% of recent overnight visitors say they are either very or extremely likely to use peer-to-peer lodging on a future visit to Lake Havasu City. • Overnight visitors to Lake Havasu City say they are just above “somewhat likely” to use peer-to-peer lodging for a future visit, 3.3 on a scale of 5. • Not surprisingly, the younger the visitor, the more likely they are to say they would consider staying in peer-to-peer lodging on a future visit to Lake Havasu City. The group most likely to consider it is 25 to 34, with 50.8% saying they are either very or extremely likely to stay in peer-to-peer lodging on future LHC visits. • The group least likely to do say they are likely to use peer-to-peer is age 65+, with 8.8% either very or extremely likely to consider it. • Less than one half of 1% has actually used peer-to-peer lodging as accommodations for an overnight stay in Lake Havasu City. • Of that one-half of 1%, 100% are between ages 25 and 44. • While there is certainly interest in the concept and it may eventually erode some of traditional lodging’s share, it is unlikely that all those who say they are likely to use it in Lake Havasu actually will.

167 ACCOMMODATIONS

168 2014 Visitor Accommodations

2014 Lake Havasu City Visitor Accommodations

At a mid-price hotel/motel 33.4% With friends or relatives 25.1% RV / Camping 10.7% At a full service luxury hotel/motel 12.0% At a budget hotel/motel 9.2% 3.4% Vacation rental home 2014 Net Hotel Use Timeshare guest 1.3% 54.6% Full service 60.0% Timeshare owner 1.2% luxury Boat-in camping 1.3% 50.0% 12.0% hotel/motel 40.0% Mid-price Condominium 1.0% 30.0% 33.4% hotel/motel Second home 0.3% 20.0% Budget Peer-to-peer rental ( i.e. Airbnb) 0.4% 10.0% 9.2% hotel/motel 0.0% The chart above shows the distribution of overnight visitor stays by the type of accommodation used, in descending order by volume. The breakout chart compiles the hotel types into one bar showing the net use of hotels in 2014 was 54.6%, which is by far the most-used accommodation by overnight visitors. It is followed by visitors who stay with friends and relatives, 25.1%, and RV / Camping at 10.7%. Although very small, it is interesting to note the peer-to-peer (i.e. Airbnb) use at 0.4%. 169 Trends in Visitor Accommodations Lodging 2014 2010

33.4% At a mid-price hotel/motel 32.3% 25.1% With friends or relatives 22.0% 10.7% RV / Camping 8.1% 12.0% At a full service luxury … 16.1% 9.2% At a budget hotel/motel 12.9% 3.4% Vacation rental home 2.2% 1.3% Timeshare guest 2.2% 1.2% Timeshare owner 0.8% 1.3% Boat-in camping 1.1% 1.0% Condominium 0.0% 0.3% Second home 0.5% 0.4% Peer-to-peer rental ( i.e. … 0.0%

Mid-price hotels continue to be the number one accommodation choice of overnight visitors, used by one-third, with the proportion increasing in 2014 over 2010. The decreasing proportion of visitors staying at budget and luxury hotels seem to have traded to the mid-price hotels, as well as dispersing into increased stays with friends and relatives and RV / camping. 170 Why The Change In Lodging Habits?

• Although Lake Havasu City hotels & motels are getting a reduced share of visitors compared to 2010, the overall increase in visitors to the area make it very possible to experience increases in occupancy. • Lake Havasu City is experiencing some of the same travel trends as the U.S. travel market. • U.S. travel is back to pre-recession levels, both in terms of the number of travelers and their travel spend. • However, a recent PhocusWright article noted that the economic recovery has been slow and spotty, and although the average traveler is happy to resume pre-recession levels of travel, they are economizing both in their accommodations as well as switching from air travel to auto travel. • Smith Travel Research data indicates that RevPAR is up 31.6% since 2010, with 80% of that increase being driven by increases in ADR (sources: Smith Travel Research and PriceWaterhouseCoopers). • Lake Havasu City hotels have experienced a 31.8% increase in revenue since 2010, very slightly exceeding U.S. averages. • It is both surprising and impressive for a small, “off-the-beaten path” destination like Lake Havasu City to be keeping up with U.S. averages that are dominated by large, metropolitan destinations. This is likely driven by an increasing number of boaters coming due to the drought elsewhere, as well as proactive marketing that has been effective with travelers.

171 Why The Change In Lodging Habits? (cont.)

• While hotels nationwide, like those in Lake Havasu City, are benefitting strongly from increased travel demand, they are not getting as much of the increased share of travelers as other lodging alternatives are. • A recent article in Travel Weekly observed the following about the overall increases in travelers in the U.S.: “While the overall picture of the travel economy painted by the research is clearly positive, details about how that money is being spent might cause some consternation among lodging companies and OTAs. On the lodging front, the portion of U.S. travelers who stayed in a private home, apartment or condominium for leisure-travel purposes last year jumped to 14% from 8% in 2012, while the portion of leisure travelers choosing midscale hotels and all-inclusive resorts fell.” • The research referenced above does not discuss the increases in travelers staying with friends and relatives. Although we do not have access to all of their data, it is fair to surmise the U.S. travel industry is experiencing a similar increase in travelers staying with friends and relatives. • The challenge for Lake Havasu City lodging properties is to lure a larger share of travelers coming to the area to choose the convenience and privacy of hotels over other lodging alternatives, particularly by considering utilizing deal websites and apps during off-peak days and months to fill rooms that would otherwise go empty.

172 Trends in Hotels

Hotel Use In Lake Havasu City 70.0% 61.3% 60.0% 54.6% 16.1% 50.0% 12.0% Full service luxury hotel/motel

40.0%

30.0% Mid-price hotel/motel 33.4% 32.3% 20.0%

10.0% Budget hotel/motel 9.2% 12.9% 0.0% 2014 2010

The overall proportion of stays at hotels shrunk from 61.3% in 2010 to 54.6% in 2014. The only hotel category to experience growth is the mid-price segment, but it did not offset the overall decline. With a rebound in travel since the soft economic recovery began, properties everywhere have been able to raise rates while maintaining occupancy. When rates rise, some travelers seek other low / no-cost alternatives so they can spend their vacation dollars on things other than accommodations. 173 Likelihood To Use Peer-to-Peer Lodging In LHC On Future Visits Which of the following best describes your likelihood to use a peer-to-peer service such as Airbnb for your future lodging in Lake Havasu City? (Peer-to-peer is collaborative consumption where owners rent out something they are not using to a stranger.)

Recent Overnight Visitors: Likelihood to Use Peer-to-Peer Lodging in LHC

I don't know

4.5% Extremely likely 22.2% Very likely 20.9% Somewhat likely 28.0% Not very likely 14.3% Not at all likely 10.1%

43.1% of recent overnight visitors say they are either very or extremely likely to use peer-to-peer lodging on a future visit to Lake Havasu City. 174 Party Composition by Accommodations

Mid-price Luxury Budget With RV / All PARTY Hotels Hotels Hotels Friends & Camping Overnight COMPOSITION Relatives Visitors

Travel Alone 12.2% 8.7% 11.9% 16.4% 12.8% 12.2% Couple 32.7% 42.0% 33.9% 27.7% 29.1% 32.0% Adult(s) with children 34.6% 33.3% 27.1% 33.3% 29.1% 33.1% Several adults 19.9% 15.9% 23.7% 21.4% 27.9% 21.5% Tour / Motorcoach 0.6% 0.0% 3.4% 0.0% 0.0% 1.3% TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

This chart reads downward in columns, showing the mix of business for each type of accommodation. The far right column, “all overnight visitors” shows the overall business mix for party composition. The yellow highlights show where an accommodation type is getting more than the overall mix, indicating this as a point of strength. For example, mid-price hotels do better than average among adults with children, and luxury hotels do better than average among couples. Budget hotels are also strong with couples, as well as adults traveling in groups and tour / motorcoach business. 175 Visitor Profession by Accommodations Mid-price Luxury Budget With RV / All PROFESSION Hotels Hotels Hotels Friends & Camping Overnight Relatives Visitors

Professional 33.8% 36.9% 25.5% 27.7% 19.5% 29.3% Salesperson 8.6% 7.7% 10.9% 10.1% 6.1% 8.8% Skilled Worker 14.6% 18.5% 12.7% 16.9% 20.7% 17.3% Government Employee 2.6% 3.1% 1.8% 3.4% 4.9% 2.9% Business owner / self-empld 9.3% 7.7% 5.5% 7.4% 3.7% 8.0% Military 0.7% 0.0% 1.9% 1.4% 1.2% 1.9% Homemaker 11.9% 10.8% 18.2% 12.2% 17.1% 12.4% Retired 15.9% 7.7% 12.7% 7.4% 19.5% 12.0% College Student 2.6% 7.7% 10.9% 13.5% 7.3% 7.5% TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% This chart reads downward in columns, showing the mix of business for each type of accommodation. The far right column, “all overnight visitors” shows the overall business mix for party composition. The yellow highlights show where an accommodation type is getting more than the overall mix, indicating this as a point of strength. For example, mid-price hotels are doing better than average among professionals, business owners and retired visitors. Luxury hotels do well with professionals and skilled workers, and budget hotels do well with salespeople, homemakers and college students. 176 Visitor Age by Accommodations Mid-price Luxury Budget With RV / All AGE Hotels Hotels Hotels Friends & Camping Overnight Relatives Visitors

18 to 24 10.2% 13.0% 15.0% 20.1% 19.5% 15.3% 25 to 34 30.6% 24.6% 26.7% 37.7% 26.4% 31.2% 35 to 44 22.3% 23.2% 28.3% 16.4% 23.0% 21.0% 45 to 54 14.6% 18.8% 11.7% 13.2% 13.8% 15.2% 55 to 64 12.7% 13.0% 13.3% 8.8% 6.9% 10.9% 65 to 74 8.3% 7.2% 3.3% 3.1% 8.0% 5.4% 75+ 1.3% 0.0% 1.7% 0.6% 2.3% 0.9% TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

This chart reads downward in columns, showing the mix of business for each type of accommodation. The far right column, “all overnight visitors” shows the overall business mix for party composition. The yellow highlights show where an accommodation type is getting more than the overall mix, indicating this as a point of strength. For example, mid-price hotels do well with 55 to 74 year olds. Luxury hotels do well with 35 to 74 year olds, and budget hotels do well with 35 to 44 year olds and 75+. 177 Visitor Income by Accommodations

Mid-price Luxury Budget With RV / All INCOME Hotels Hotels Hotels Friends & Camping Overnight Relatives Visitors

> $20,000 9.6% 5.8% 18.3% 14.4% 14.9% 12.3% $20,000 to $49,999 29.3% 17.4% 41.7% 30.0% 29.9% 27.6% $50,000 to $74,999 29.3% 24.6% 20.0% 28.1% 29.9% 27.3% $75,000 to $99,999 12.7% 20.3% 13.3% 8.8% 9.2% 14.2% $100,000 to $149,999 14.0% 17.4% 5.0% 13.1% 9.2% 12.3% $150,000 to $199,999 2.5% 8.7% 0.0% 3.8% 3.4% 3.9% $200,000 + 2.5% 5.8% 1.7% 1.9% 3.4% 2.4% TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

This chart reads downward in columns, showing the mix of business for each type of accommodation. The far right column, “all overnight visitors” shows the overall business mix for party composition. The yellow highlights show where an accommodation type is getting more than the overall mix, indicating this as a point of strength. For example, mid-price hotels do well with visitors earning $100,000- $149,999. Luxury hotels do well with visitors earning $75,000+, and budget hotels do well with visitors earning up to $49,999. 178 Executive Summary: Accommodations • The net use of hotels by overnight visitors in 2014 was 54.5%, which is by far the most-used accommodation by overnight visitors. It is followed by visitors who stay with friends and relatives, 25.1%, and RV / camping at 10.7%. • The overall proportion of stays at hotels shrunk from 61.3% in 2010 to 54.6% in 2014, but increased visitors to the area make it likely that area hotels and motels experienced occupancy growth. • Lake Havasu City is experiencing some of the same travel trends as the U.S. travel market, with a resurgence of travel, but some people economizing by staying with friends & family instead of paid accommodations. • The challenge for Lake Havasu City lodging properties is to lure a larger share of travelers coming to the area to choose the convenience and privacy of hotels over other lodging alternatives, particularly by considering utilizing deal websites and apps during off-peak days and months to fill rooms that would otherwise go empty. • 43.1% of recent overnight visitors say they are either very or extremely likely to use peer-to- peer lodging on a future visit to Lake Havasu City. However, less than one half of 1% has actually used peer-to-peer lodging as accommodations for an overnight stay in Lake Havasu City. While curiosity about this new concept may erode some of traditional lodging’s share, it is unlikely that all those who say they are likely to use it in Lake Havasu actually will.

179 Executive Summary: Accommodations (con’t.)

• For party composition, mid-price hotels do better than average among adults with children, and luxury hotels do better than average among couples. Budget hotels are also strong with couples, as well as adults traveling in groups and tour / motorcoach business. • Considering visitors’ professions, mid-price hotels are doing better than average among professionals, business owners and retired visitors. Luxury hotels do well with professionals and skilled workers, and budget hotels do well with salespeople, homemakers and college students. • When it comes to visitors’ age profiles, mid-price hotels do well with 55 to 74 year olds. Luxury hotels do well with 35 to 74 year olds, and budget hotels do well with 35 to 44 year olds and 75+. • Considering visitors’ income levels, mid-price hotels do well with visitors earning $100,000- $149,999. Luxury hotels do well with visitors earning $75,000+, and budget hotels do well with visitors earning up to $49,999.

180 IMPRESSIONS, NICKNAMES AND IMPROVEMENTS

181 Impression Of Lake Havasu City

Overall Impression Of Lake Havasu City As Vacation Destination

2014 2010

4.0 All Visitors 4.2 4.2 Recent Visitors - 12 mos. 4.4

4.1 Recent Visitors 2-3 yrs ago 4.1

3.9 Past Visitors 3+ yrs 3.9

3.8 Day Visitors 3.7

1.0 2.0 3.0 4.0 5.0 Not at all Not very Somewhat Very Favorable Extremely Favorable Favorable Favorable Favorable We asked all visitors to rate their overall impression of Lake Havasu City as a vacation destination. The average of all visitors is 4.0 on a scale of 5, “very favorable”. This is down very slightly from 2010, and is primarily driven by the slightly lower ratings of recent visitors – 12 months, although these scores are still excellent. 182 Sources Where Impressions Were Formed

All Recent Recent Past Day Visitors Overnight Overnight Visitors - Visitors Past 12 2-3 Years 3+ yrs months

Personal experience 67.4% 59.4% 62.4% 89.1% 45.1% Word of Mouth 33.3% 30.8% 34.4% 33.7% 20.5% Internet Search 22.8% 25.0% 25.7% 14.0% 10.0% GoLakeHavasu.com website 13.8% 16.9% 14.2% 7.0% 5.2% Contacted the LHCCVB 7.7% 9.4% 5.0% 5.4% 1.6% News spots about Spring Break 9.0% 8.4% 7.3% 5.1% 6.3% YouTube videos 11.7% 15.9% 11.0% 6.6% 4.2% Don't Know / Don't Remember 5.8% 3.2% 6.9% 5.8% 5.8% We asked all visitors where they formed their impressions of Lake Havasu City. More than 2/3 formed their impression primarily from personal experience. The yellow highlights indicate better than average performance. Internet searches have been important to overnight visitors in the past 3 years. In the past year for overnight visitors, YouTube videos were important. They also contacted the LHCCVB at a higher rate than any other segment, and consulted GoLakeHavasu.com at a much higher rate. 183 Only 3.3% Have An Unfavorable Opinion Reason for Unfavorable Opinion Of the 3.3% who are dissatisfied Too many partiers 1.2% Nothing to do 0.6% Too many drunks 0.5% Spring breakers 0.5% London Bridge area run down 0.3% Hard to navigate 0.2% Parking problems 0.2% Too hot 0.1%

Only 3.3% of visitors said they have an unfavorable opinion of Lake Havasu City. The chart above shows a compilation of responses. Although 3.3% is a small portion of visitors to be dissatisfied, it can be helpful to evaluate their reasons to find ways to avoid disappointing future visitors.

184 What Image Comes To Mind When You Hear Lake Havasu City

2014 2014 2010 (checkbox (open end) (open end) River/Lake 61% 37.0% 22.0% Beautiful/Scenic 48% 17.0% 19.0% London Bridge 38% 16.0% 14.0% Fun 45% 14.0% 12.0% Boating / Boats 46% 10.0% 6.0% Laid back / relaxing getaway 41% 7.0% 11.0% Party scene 32% 6.0% 0.0% Family/friends 34% 4.0% 4.0% Desert town w/ lake n/a 4.0% 0.0% Spring break / college kids 24% 4.0% 7.0% Sunshine 53% 3.0% 2.0% Vacation n/a 2.0% 0.0% Warm / hot weather 38% 2.0% 8.0% Fishing n/a 2.0% 0.0% The people 33% 2.0% 0.0% Casinos / gambling 20% 2.0% 2.0% We asked visitors an open-ended question about what image comes to their mind when they think of Lake Havasu City, and later asked the same question with checkboxes. The top four attributes retained their spots; River / Lake, Beautiful / Scenic, London Bridge and fun. The percent that mention the Lake in open-end remarks in 2014 increased substantially since 2010. 185 What Do You Like Most About Lake Havasu City All Visitors Recent Recent Past Day Overnight Overnight Visitors - Visitors Past 12 2-3 Years 3+ yrs months

The lake 57.1% 51.3% 57.8% 62.3% 59.8% Natural beauty (river, blue sky, sunsets, etc) 49.6% 43.7% 47.0% 55.5% 57.1% Friendly people 37.3% 37.7% 35.2% 37.0% 32.0% Laid-back atmosphere 36.8% 39.3% 38.3% 37.3% 33.3% Lots of outdoor activities, things to do 35.3% 36.0% 35.7% 32.9% 37.0% Affordable 28.7% 34.3% 32.2% 26.0% 17.8% Mild winter weather 27.4% 22.7% 27.0% 25.3% 35.6% Easy to get to 27.1% 30.0% 23.5% 22.9% 25.1% The social atmosphere 22.6% 24.0% 24.8% 20.5% 15.1% The desert 22.4% 21.7% 18.7% 22.6% 23.7% Safe / low crime rate 21.1% 22.7% 21.7% 19.5% 15.5% Central travel hub to Las Vegas, Phoenix, Palm 18.5% 16.0% 17.0% 16.8% 24.2% Springs We asked visitors what they like most about Lake Havasu City. The lake is top of the list for all visitor segments, followed by natural beauty, friendly people, laid back atmosphere and lots of things to do. 186 Trends - What Do You Like Most About Lake Havasu City 2014 RANK 2010 RANK All Visitors All Visitors The lake 57.1% 1 52.2% 3 Natural beauty (river, blue sky, sunsets, etc) 49.6% 2 69.5% 1 Friendly people 37.3% 3 52.2% 2 Laid-back atmosphere 36.8% 4 49.3% 4 Lots of outdoor activities, things to do 35.3% 5 34.4% 8 Affordable 28.7% 6 39.1% 5 Mild winter weather 27.4% 7 34.4% 6 Easy to get to 27.1% 8 34.4% 7 The social atmosphere 22.6% 9 21.8% 10 The desert 22.4% 10 19.8% 12 Safe / low crime rate 21.1% 11 25.2% 9 Central travel hub to Las Vegas, Phoenix, Palm Springs 18.5% 12 21.1% 11

There were two significant changes since 2010 in what visitors like most. The lake has jumped to the number one spot in 2014, up from number 3 in 2010. Lots of things to do moved from #8 in 2010 to #5 in 2014.

187 What Do You Like Least About Lake Havasu City 2014 2010 Nothing I don't like 52% 36% Too hot 15% 16% Distance of travel 8% 2% Crowded 7% 11% Drunk people / party atmosphere 4% 0% Expensive 3% 3% Nothing to do if you don't have a boat 3% 0% College kids / spring break 2% 4% Traffic / parking 1% 2% Out of the way / hard to get to 1% 3% Need more / better casinos 1% 0% Police too strict 1% 0% Need better restaurants 1% 0% We asked visitors the open-ended question of what they like least about Lake Havasu City. The number one answer was that there was nothing they don’t like, 52%, up from 36% in 2010. Many of the complaints from 2010, while still showing up, are reduced in volume.

188 How Much Do You Like These Nicknames For Lake Havasu City How Much Do You Like These Nicknames For LHC?

Home of the London Bridge 3.8 Arizona's West Coast 3.7 Arizona's Playground 3.5 Boating Capitol of the West 3.4 Hottest City in America 3.3 The Outdoor Event Capitol of the Southwest 3.2 Jet Ski Capitol of the World 3.2 Spring Break Capitol of the World 3.2 America's Most Patriotic City 3 Retirement Capitol of the West 3

1 2 3 4 5

Dislike A Lot Dislike Neutral Like Like A Lot Somewhat Somewhat

We asked visitors to rate an array of nicknames as to how well they like each one. The highest rated nickname is “Home of the London Bridge”, rated at 3.8, just below “like somewhat”. “Arizona’s West Coast” is in second place, scoring 3.7, very close to “Home of the London Bridge.”

189 How Much Do You Like These Nicknames For Lake Havasu City Rated on a scale of 1 to 5, with 5 being “Like A Lot” All Visitors Overnight Overnight Past Day Past 12 2-3 Yrs Ago Visitors 3+ Visitors Months Yrs

Home of the London Bridge 3.8 3.9 3.7 3.8 4 Arizona's West Coast 3.7 3.8 3.6 3.6 3.5 Arizona's Playground 3.5 3.6 3.4 3.4 3.5 Spring Break Capitol of the World 3.2 3.4 3.1 2.9 2.9 Boating Capitol of the West 3.4 3.5 3.4 3.4 3.1 Jet Ski Capitol of the World 3.2 3.4 3.2 3.1 3 Hottest City in America 3.3 3.4 3.3 3.1 3 The Outdoor Event Capitol of the Southwest 3.2 3.4 3.2 3.1 3.1 Retirement Capitol of the West 3 3.2 3 2.8 3 America's Most Patriotic City 3 3.2 3 2.8 2.8 The chart above shows the ratings of nicknames separated by visitor segment. This shows some subtle differences, such as a slightly stronger preference for Home of the London Bridge by recent overnight visitors. There is general agreement on most nicknames across the segments. 190 Ranking Of Slogans For Lake Havasu City Rank Order Rank Average Lake Havasu City - Where fun is always in season 1 4.6 Lake Havasu City - Home of the London Bridge 2 4.7 Lake Havasu City - Arizona's playground 3 4.8 Lake Havasu City - Arizona's West Coast 4 4.9 Lake Havasu City - Warm, friendly fun 5 4.9 Lake Havasu City - Where fun flows naturally 6 5.0 Lake Havasu City - Play Like You Mean It. SM 7 5.2 Lake Havasu City - Just add water 8 5.4 Lake Havasu City - This is the place 9 5.6 We asked visitors to rank the list of slogans in the chart. “Lake Havasu City – Where fun is always in season” had the highest overall ranking. All of these slogans averaged very close together, as observed in the rank average column. This shows there is disagreement among all of these, with some ranking a slogan high and others low, causing the average to move toward the middle. 191 Ranking Of Slogans - Detail Ranking of Slogans for Lake Havasu City 100% 11.4% 14.3% 15.8% 11.1% 7.5% 9.6% 8.4% 13.1% 8.8% 9 90% 8.4% 10.7% 10.8% 9.8% 9.2% 10.3% 12.0% 8 80% 14.9% 13.9% 9.4% 10.2% 11.9% 11.8% 11.6% 10.6% 70% 11.2% 10.9% 7 12.5% 13.2% 10.4% 13.4% 9.3% 10.1% 11.7% 60% 12.5% 10.4% 6 10.1% 11.3% 12.8% 11.5% 8.1% 11.6% 11.5% 50% 11.2% 5 9.2% 9.2% 14.2% 11.6% 9.3% 10.2% 11.1% 40% 13.1% 12.4% 8.6% 10.8% 4 12.2% 12.7% 11.9% 30% 9.7% 12.4% 11.9% 10.9% 11.1% 10.6% 3 20% 9.8% 12.1% 11.9% 12.5% 12.5% 19.6% 10.2% 10.8% 9.6% 2 10% 8.4% 12.2% 12.1% 12.4% 9.0% 9.8% 9.3% 6.9% 8.7% 1 0% Lake Havasu Lake Havasu Lake Havasu Lake Havasu Lake Havasu Lake Havasu Lake Havasu Lake Havasu Lake Havasu City - Home of City - This is City - Just add City - Arizona's City - Where City - Arizona's City - Where City - Play Like City - Warm, the London the place water West Coast fun is always in playground fun flows You Mean It friendly fun Bridge season naturally SM The chart above shows the percentage for each rank and each slogan. When viewed this way, the percentages rating a slogan #1 plus #2 were highest for “Lake Havasu City – Home of the London Bridge.” There was a close 3-way race for second place which included “Arizona’s Playground,” “Arizona’s West Coast,” and “Where Fun is always in season.” 192 Arizona State University Campus in Lake Havasu City

Experience with Arizona State University Campus in Lake Havasu City

47.2%

1.9% 0.0%

Aware of the campus Considering sending Have a student there student there

Nearly half of visitors are aware of the Arizona State University campus in Lake Havasu City. About 2% said they would consider sending a student there. There were no visitors who reported having a student attending this campus.

193 Improvements That Prompt More Visits – Part 1 of 2 Percent of visitors who said that if these improvements were made, it would prompt them to visit more often than they currently do.

2014 2010 Waterpark 31.9% 23.8% Casino development 29.7% n/a Nightlife (expand offerings) 29.1% 26.4% Botanical Garden 29.1% n/a Hiking trails (more of them) 26.7% 17.9% Upgrade public beaches with white sand 25.2% n/a Family amusement arcade 24.8% 24.3% Additional shopping 23.4% n/a Expand public beaches (i.e. Rotary Park) 21.3% n/a Resort/health spa (4- or 5-star) 19.9% 25.5% Outdoor event center (Lake Havasu State Park, formerly Windsor Beach) 18.5% 21.8% Expand, beautify and upgrade the island park and boat launch known as Site Six 16.6% 23.3% English Village renovation 15.0% 21.5% Performing Arts Center 14.5% 18.9% Marine stadium to view water-based events 14.3% 18.8%

The top five improvements that would prompt more visitation from one-quarter or more of visitors are: water park, casino development, expanded nightlife offerings, botanical gardens and more hiking trails. These top five are a mixture of adult entertainment and family-friendly entertainment, which would maximize appeal across a broader spectrum of travelers. Not all categories were asked in 2010. The question was asked on a rating scale in 2010 and checkbox in 2014, so there is general but not direct comparability. Waterpark and expanded nightlife remain in the top 5, but new items such as casino development, botanical garden and white sand beaches surpass 2010 top-rated items such as resort/health spa. 194 Improvements That Prompt More Visits– Part 2 of 2 Percent of visitors who said that if these improvements were made, it would prompt them to visit more often than they currently do.

2014 2010 Upgrade Bridgewater Channel (landscaping, beaches, etc.) 14.3% n/a Outdoor event center (Rotary Park) 13.0% n/a Marina (for mainland) 13.0% 19.9% Mountain Biking trails (more of them) 12.4% 17.9% Overnight boat moorings in Bridgewater Channel 10.5% n/a Environmental education center 10.3% 15.7% Additional boat launches 10.3% 19.9% Expanded medical center 10.3% 22.1% Commercial air service 10.1% 19.8% Off-road racing stadium 8.9% 17.2% 1/4 mile drag strip 8.4% 18.9% Sports complex (for soccer & baseball) 7.7% 18.2% Convention facilities 7.2% 15.4% Motorsports Complex 6.7% n/a New, high-end 18 hole golf course 6.2% n/a NONE OF THESE 10.7% n/a The improvements that would prompt the least increased visitation, from less than 10% of visitors are: ¼ mile drag strip, sports complex, convention facilities, motorsports complex and a new, high-end 18- hole golf course. These are associated with niche markets, and while they might be successful in attracting from those niches, they are the least interesting to current visitors. Only 10.7% of visitors said none of these improvement would influence them. 195 Experiences With Law Enforcement In Lake Havasu City

Experience With Law Enforcement In Lake Havasu City 88.7% 74.5%

31.3%

7.4%

No experiences Very nice / Good job keeping Other pleasant the city safe

Nearly three-quarters of visitors have had no experiences with law enforcement in Lake Havasu City, but nearly all of those who have experience are very positive. About one-third say law enforcement is very pleasant. Nearly 89% commend the city’s law enforcement for keeping the city safe. Fewer than 2% were negative about their experience, and most of those were related to receiving a traffic ticket. 196 Likelihood To Recommend Lake Havasu City

Likelihood To Recommend Lake Havasu City To Friends & Family

All Visitors 3.9

Recent Overnight 12 mos. 4.1

Recent Overnight 2-3 yrs 3.9

Past Visitors 3.6

Long term Visitors 3.9

Day Visitors 3.5

Not at all Likely Not very Somewhat Very Likely Extremely Likely Likely Likely Visitors are very likely to recommend Lake Havasu City to friends and family, with an overall average likelihood to recommend of 3.9 on a scale of 5. The most enthusiastic group are recent overnight visitors, at 4.1. The least enthusiastic group are day visitors at 3.5, which is still an enviable recommendation score for any destination.

197 Why Not Recommend Lake Havasu City

. Not my type of fun 13.2% I prefer other areas more 13.2% Just for boaters 11.8% Too hot 11.8% Party atmosphere / drunks 10.3% Too far away 8.8% I never recommend vacation spots 5.9% Ugly 4.4% Boring / not exciting 2.9% Expensive 2.9% Not family friendly 2.9% Too many college kids 2.9% Area seems run down 1.5% Other 7.5% Only 10.6% of all visitors said they would either by “not very likely” or “not at all likely” to recommend Lake Havasu City to friends and family. We asked just those visitors why they would not recommend it, and the top five reasons given were that it’s not the type of fun their friends would enjoy, they prefer other areas more, they feel it is just for boaters, it’s too hot, and because it has a party atmosphere with too many drunks. 198 What Would Prompt You To Visit Lake Havasu City More Often Or Stay Longer

What Would Prompt More Frequent Or Longer Visits In The Future

Special deals on lodging 53.2%

Knowing more about what there is to see and do 43.8%

Knowing about activities and attractions 36.0%

Knowing about upcoming special events 34.7%

Special deals on watercraft rentals 23.8%

Receiving an Email newsletter specific to my interests 16.2%

We asked visitors an open-ended question about what would prompt them to visit more often or lengthen their stays. More than half would be influenced by knowing about special deals on lodging. 44% would like to know more about what there is to see and do. About one-quarter would be interested in special deals on watercraft rentals.

199 TRENDS: Impressions, Nicknames and Improvements

• We asked all visitors to rate their overall impression of Lake Havasu City as a vacation destination. The average of all visitors is 4.0 on a scale of 5, “very favorable”. This is down very slightly from 2010, and is primarily driven by the slightly lower ratings of recent visitors – 12 months, although these scores are still excellent.

• We asked visitors an open-ended question about what image comes to their mind when they think of Lake Havasu City, and later asked the same question with checkboxes. The top four attributes retained their spots; River / Lake, Beautiful / Scenic, London Bridge and fun. The percent that mention the Lake in 2014 nearly doubled since 2010.

• There were two significant changes since 2010 in what visitors like most about Lake Havasu City. The lake has jumped to the number one spot in 2014, up from number 3 in 2010.

• Natural beauty, friendly people and the laid back atmosphere round out the number 2-4 ranks. “Lots of things to do” moved from #8 in 2010 up to #5 in 2014.

• We asked visitors the open-ended question of what they like least about Lake Havasu City. The number one answer was that there was nothing they don’t like, 52%, up from 36% in 2010. Many of the complaints from 2010, while still showing up, are reduced in volume.

200 Executive Summary: Impressions, Nicknames and Improvements (Part 1 of 2)

• Visitors’ overall impression of Lake Havasu City is “very favorable,” ranked 4.0 on a scale of 5. Recent overnight visitors rate it even higher, 4.2 on a scale of 5. • We asked all visitors where they formed their impressions of Lake Havasu City. More than 2/3 formed their impression primarily from personal experience. Also very important are word of mouth, internet searches and the golakehavasu.com website. • Of the 3.3% of travelers who said they have an unfavorable opinion of Lake Havasu City, the chief reason was too many partiers. • We asked visitors what image comes to their mind when they think of Lake Havasu City. The top four images are: River / Lake, Beautiful / Scenic, London Bridge and fun. • The top four things visitors like most about Lake Havasu City are the lake, the natural beauty, the friendly people and the laid-back atmosphere. • We asked visitors the open-ended question of what they like least about Lake Havasu City. The number one answer by more than half of visitors was that there was nothing they don’t like. Number 2 was that it’s too hot, mentioned by only 15%. • We asked visitors to rate an array of nicknames as to how well they like each one. The highest rated nickname is “Home of the London Bridge”, rated at 3.8, just below “like somewhat.” “Arizona’s West Coast” is in second place, scoring 3.7, very close to “Home of the London Bridge.”

201 Executive Summary: Impressions, Nicknames and Improvements (Part 2 of 2) • We asked visitors to rank a list of slogans. “Lake Havasu City – Where fun is always in season” had the highest overall ranking. All of these slogans averaged very close together indicating general neutrality. • The city’s branding, “Play Like You Mean It®,” is viewed fairly neutrally by visitors overall, but is well liked by the Millennial generation, age 18-35, and visitors who participate in gambling. • Nearly half of visitors are aware of the Arizona State University campus in Lake Havasu City. • The top five improvements that would prompt more visitation from one-quarter or more of visitors are: water park, casino development, expanded nightlife offerings, botanical gardens and more hiking trails. • The improvements that would prompt the least increased visitation, from less than 10% of visitors are: ¼ mile drag strip, sports complex, convention facilities, motorsports complex and a new, high-end 18-hole golf course. • Nearly three-quarters of visitors have had no experiences with law enforcement in Lake Havasu City, but nearly all of those who have experience are very positive, with 89% commending the city’s law enforcement for keeping the city safe. Fewer than 2% were negative about their experience, and most of those were related to receiving a traffic ticket. • Visitors are very likely to recommend Lake Havasu City to friends and family, with an overall average likelihood to recommend of 3.9 on a scale of 5. The most enthusiastic group are recent overnight visitors, at 4.1. • We asked visitors an open-ended question about what would prompt them to visit more often or lengthen their stays. More than half would be influenced by knowing about special deals on lodging.

202 WAYFINDING

203 Wayfinding – Ever Had Trouble Finding Your Way To Attractions/Destinations in LHC

Ever Had Trouble Finding Your Way In LHC

80.2%

19.8%

Yes No

Nearly 20% of visitors report having had trouble finding their way while in Lake Havasu City. As everyone knows, being lost, even for a short while, can be a very frustrating experience.

204 Wayfinding – Situations Experienced While In Lake Havasu City

I used a map but still had trouble 5.6%

Looked for directional signs but didn't see any 5.3%

GPS was giving me wrong directions 5.1%

GPS didn't have my destination 4.6%

I had no trouble finding my way around LHC 79.2%

Nearly 80% said they had no trouble finding their way around Lake Havasu City, whereas the other 20% experienced problems while trying to find their way around. 5.6% had trouble in spite of using a map. Another 5.3% were looking for directional signs but didn’t see any. And nearly 10% had difficulty with their GPS either giving wrong directions or not having their destination listed.

205 Wayfinding – Once Lost, How Did You Find Your Way To Your Destination

Once Lost, How Did You Find Your Way

GPS 51.2%

I used a map 37.7%

Directional signs 33.2%

I asked someone for directions 25.1%

Other 3.9%

Half of all those who were initially lost ended up using more than one of the means listed above to find their destination. 51.2% found their destination using GPS. Nearly 40% used a map. One-third were ultimately able to find their destination by following signs, and one-fourth stopped and asked for directions.

206 Wayfinding – Once Lost, How Long Did It Take You To Find Your Way

About How Long Did It Take You To Find Your Way?

Not sure 23.6%

Not long 20.6%

5 minutes 15.6%

More than 20 minutes 13.6%

10 minutes 12.1%

20 minutes 11.6%

15 minutes 3.0%

About one-quarter of visitors who were lost in Lake Havasu City were unsure how long it took them to eventually find their destination. Another 20% didn’t quantify it exactly, but said it didn’t take long, and a further 16% said it took about 5 minutes. A further 14% said it took them longer than 20 minutes to find their destination. And 26.7% took 10 to 20 minutes to find their destination.

207 Wayfinding – How Did You Feel About The Experience Of Being Lost

How Did You Feel About The Experience?

Okay 47.9%

People Who Helped Me Were Nice 37.0%

Enjoyed the scenery 8.2%

Frustrated 6.8%

Nearly half said the experience of being lost in Lake Havasu City was neither very bad nor very good experience. More than one-third said they were happy that people were kind to them when they stopped to ask for directions. Interestingly, 8.2% said they saw a lot of beautiful scenery while driving around being lost. And almost 7% said it was a frustrating, upsetting experience.

208 Wayfinding – How Much Would Directional Signs Help

How Much Would Direction Signs Help You Find Your Way In LHC

3.7

1 2 3 4 5

Not at all Not very much Somewhat Quite a bit A lot

Visitors find directional signs to be a great help in finding their destinations, in spite of the GPS tools at their disposal. Visitors rate the helpfulness of directional signs at 3.7 on a scale of 5, just below “would help quite a bit.”

209 Wayfinding – How Much Would Directional Signs Help

How Much Would Directional Signs Help

A lot 19.5% Quite a bit Somewhat 38.9% Not much Not at all 35.0% 5.7% 0.9%

93.4% of visitors say directional signs would be help them better find their way around Lake Havasu City, combining those who said it would help “somewhat”, “quite a bit” and “a lot”. Only 6.6% did not think directional signs would be helpful.

210 Executive Summary: Wayfinding

• Nearly 80% said they had no trouble finding their way around Lake Havasu City, whereas the other 20% experienced problems finding their way around.

• Half of all those who were initially lost ended up using more than one means to find their destination. 51.2% found their destination using GPS. Nearly 40% used a map. One-third were ultimately able to find their destination by following signs, and one-fourth stopped and asked for directions. Of those who were lost, just over 7% said it was a frustrating or upsetting experience, while half said it was neither good nor bad.

• 93.4% of visitors say directional signs would be help them better find their way around Lake Havasu City. This combines those who said it would help somewhat, quite a bit and a lot. Only 6.6% did not think directional signs would be helpful.

211 EXPERIENCE WITH LAKE HAVASU CITY CONVENTION & VISITORS BUREAU

212 Have You Contacted LHCCVB Ever Contacted The LHCCVB Yes No

92.4% 86.6% 79.9% 81.1% 73.5%

26.5% 20.1% 18.9% 13.4% 7.6%

All Visitors Recent Overnight Recent Overnight Past Overnight 3+ Day Visitors 12 months 2-3 years years

Just over 20% of all visitors have contacted the Bureau at some time. The rate of usage of the bureau is heaviest among recent overnight visitors, used by more than 25%. Day visitors are the lightest users of the Bureau. 213 Trends - Have You Contacted LHCCVB

Trends - Ever Contacted The LHCCVB

2014 2010

26.5% 27.2%

20.1% 18.9% 17.8% 13.8% 13.4% 10.8% 8.7% 7.6%

All Visitors Recent Overnight Recent Overnight Past Overnight 3+ Day Visitors 12 months 2-3 years years

Use of the LHCCVB has increased among all visitors from 17.8% in 2010 to 20.1% in 2014. Recent overnight visitors remain the most frequent users of the Bureau, but the usage has remained relatively the same since 2010. Contact with the bureau increased among recent overnight visitors 2- 3 years ago and past visitors 3+ years ago. 214 Reasons For Contacting LHCCVB

For Which Have You Contacted LHCCVB

All Visitors Recent Overnight 12 months Recent Overnight 2-3 years Past Overnight 3+ years Day Visitors

51.5% 58.5% For advice on attractions / activities / events 45.2% 62.2% 44.4%

50.2% 47.7% For advice on lodging 54.8% 59.5% 13.3%

43.3% 38.5% For advice on dining 50.0% 43.2% 33.3%

32.9% 41.5% To request a guide 35.7% 27.0% 38.9%

Of those who contacted LHCCVB, the primary reason was for advice on attractions, activities or events, followed closely by advice on lodging. 43.3% of all visitors also ask for advice on dining and nearly one-third request a guide. 215 Satisfaction With LHCCVB Experience

Satisfaction With LHCCVB

All Visitors Recent Overnight 12 months Recent Overnight 2-3 years Past Overnight 3+ years Day Visitors

4.4 4.4 Friendly / knowledgeable service 4.3 4.4 4.5

4.4 4.5 Easy to reach 4.4 4.3 4.3

4.3 4.4 Got all the help I wanted 4.2 4.3 4.2

Not at all Not very Somewhat Very Satisfied Extremely Satisfied Satisfied Satisfied Satisfied Visitors who contacted the LHCCVB had a very high degree of satisfaction with their experience, midway between very and extremely satisfied on all measures. They were rated 4.4 on a scale of 5 for having friendly, knowledgeable service and being easy to reach. The ratings were slightly higher from overnight visitors in the past 12 months. 216 Ever Used Website, Guide or Newsletter Ever Used the Website, Guide or Newsletter

39.5%

31.6% 33.0%

20.3% 17.6%

All Visitors Recent Overnight Recent Overnight Past Overnight 3+ Day Visitors 12 months 2-3 years years

Nearly 40% of recent overnight visitors said they used the golakehavasu.com website, guide or newsletter at some time. 20% of day visitors did the same. These resources are critical for a very large portion of visitors. 217 Which Resources Directly Influenced Your Decision To Visit Recent Recent Past Overnight 12 Overnight 2-3 Overnight Day

All Visitors months years 3+ years Visitors Visitor Guide 46.5% 47.7% 52.6% 37.7% 51.0% LHCCVB website - 38.4% 36.7% 48.7% 28.3% 36.7% www.golakehavasu.com Dining Guide 38.1% 38.5% 46.2% 24.5% 35.3%

Tour Guide 37.4% 38.5% 39.5% 43.4% 36.7%

Visitor Center in English Village 27.4% 26.6% 23.7% 28.3% 22.5% Email newsletters (Special events, 27.4% 29.4% 30.3% 30.2% 16.3% Boating, etc.) Direct contact with the LHCCVB 21.5% 25.7% 22.4% 24.5% 6.1%

Golf Guide 15.6% 13.8% 10.5% 7.6% 16.3%

One or more of these 92.7% 94.5% 93.9% 91.2% 91.8%

We asked the 31.6% of visitors who utilized LHCCVB’s planning resources to specify whether they were influential in their decision to visit. Of the 31.6% who utilized LHCCVB’s planning resources, more than 90% were influenced to stay by one or more of these resources. The visitor guide was most often cited as influential, by 46.5%, followed by the website and dining guide, and followed closely by the tour guide. 218 Ratings Of Planning Resources Ratings Of Planning Resources

All Visitors Recent Overnight 12 months Recent Overnight 2-3 years Past Overnight 3+ years Day Visitors

4 4.1 Website - www.golakehavasu.com 4.1 4 3.9 3.9 3.9 Email newsletters (Special events, etc.) 3.9 3.8 3.5

4.14.1 Visitor Guide 4.2 4 4.2 4.1 4.1 Tour Guide 4.2 3.8 3.9 4.1 4.2 Dining Guide 4.3 3.9 3.9 3.7 3.7 Golf Guide 3.8 3.4 3.3

Not at all Not very Somewhat Very Satisfied Extremely Satisfied Satisfied Satisfied Satisfied All of the planning resources receive high satisfaction scores, averaging “very satisfied” and slightly above by all visitors. Recent overnight visitors gave slightly higher ratings than average, and day visitors tended to give lower ratings than the other visitor segments. 219 In-Person Visit To Visitor Center

In-Person Visit To Visitor Center in English Village

31.2% 28.2% 27.5%

21.2% 18.1%

All Visitors Recent Recent Past Overnight Day Visitors Overnight 12 Overnight 2-3 3+ years months years

More than one-quarter of visitors say they have made an in-person visit to the Visitor Center in English Village at some time. Recent overnight visitors in the past 12 months are most likely to have visited and day visitors are least likely to have visited. 220 Satisfaction With Visitor Center

Satisfaction With Visit To Visitor Center in English Village

4.4 4.4 Recent Overnight 12 months

4.2 4.24.3 4.2 4.1 4.1 4.2 Recent Overnight 2-3 4.2 4.1 4.1 4.1 years ago 4.0 4.0 4.0 4.0 3.9 Past Visitor 3+ yrs ago 3.8 3.8

Day Visitor

Convenient hours of Easy to find Got the info I wanted Friendly / All Visitors Avg operation knowledgeable service

We asked the 28% of visitors who ever visited the Visitor Center in English Village to rate their satisfaction on several issues. Visitors are very highly satisfied on all issues, but particularly with the friendly / knowledgeable service, rated 4.3 on a scale of 5, above “very satisfied.” Recent overnight visitors are the most satisfied group. Day visitors and past visitors gave lower ratings on the issue of convenient hours of operation, but recent overnight visitors rated it highly. 221 Use of Email Newsletters

I've clicked on links inside I subscribe (% of subscribers) Deals Email newsletter 30.4% 66.5% Special events Email newsletter 30.3% 65.2% General Interest Email newsletter 29.4% 66.9% Boating Email newsletter 27.8% 54.1% Hiking Email newsletter 26.1% 65.4% Fishing Email newsletter 24.6% 65.6% Cycling Email newsletter 21.5% 64.6% Off-roading Email newsletter 20.8% 64.5% Golf Email newsletter 20.6% 64.8% The most popular Email newsletters are Deals, Special Events and General Interest, used by about 30% of those who utilize LHCCVB planning resources. Of those, about two-thirds say they have clicked on links inside their Email newsletter, with the highest percentages in the Deals and General Interest Email newsletters, and the lowest in the Boating Email newsletter. NOTE: The ability of visitors to accurately recall and identify specific newsletters is limited and comes under question as evidenced by the 21.5% who specified the Cycling email newsletter, which does not exist. 222 Comments Or Suggestions For Improvement of Visitors Bureau, Visitors Center, Website, Or Email Newsletters

Comments / Suggestions for LHCCVB

Nothing / no suggestions 61.5%

Doing a great job 38.6%

Advertise / tell more people about LHC 17.9%

Survey showed me all LHC has / thanks 13.1%

I love LHC 9.7%

Promote LHC as family friendly 7.6%

Tell people how fun LHC is 6.9%

Newsletters are great 3.4%

Website is great 2.8%

Just over 60% of visitors had no suggestions to offer. Nearly 40% commented that LHCCVB is doing a great job. Nearly 18% want LHCCVB to advertise more and get the word out to more people. 13.1% thanked LHCCVB for the survey and commented that it opened their eyes to all there is to see and do, much of which they weren’t previously aware of.

223 Comments / Suggestions For LHCCVB Sample of Verbatim Remarks • Continue with your friendly customer service and we will always come back. • Thank you for a great time! • It has everything I am looking for in a vacation spot. It’s fun and engaging. • No suggestions at all, great job to you all! • Get as many people as you can to do surveys like this, because it increased my interest and awareness of Lake Havasu City. • Tell people to just go there, they will not regret it. The visitors bureau is very helpful. • I lived in Phoenix a few years ago, and that is where I learned a little about your location. If I remember correctly, nearly everything I read was aimed at young people. It sounds like your area offers a lot more, yet I never heard about these things. • Memories were made there for me. I think somehow it should be emphasized that Lake Havasu City is a special carefree place where families/friends spend time having fun and when they leave..they take a little piece with them that stays with them for a lifetime. • It needs to be promoted as a family, or couples destination. It needs to be safe from hooligan twenty-somethings, and crime. Promote it as a fun destination like Lake Tahoe, Lake Mead, etc. • Can't wait to visit again.

224 TRENDS: Convention & Visitors Bureau

• Use of the LHCCVB has increased among all visitors from 17.8% in 2010 to 20.1% in 2014. • Recent overnight visitors remain the most frequent users of the Bureau, but the usage has remained relatively the same since 2010. • Contact with the bureau increased among recent overnight visitors 2-3 years ago and past visitors 3+ years ago.

225 Executive Summary: Convention & Visitors Bureau

• Just over 20% of all visitors have contacted the Bureau at some time. The rate of usage of the bureau is heaviest among recent overnight visitors, used by more than 25%.

• Of those who contacted LHCCVB, the primary reason was for advice on attractions, activities or events, followed closely by advice on lodging, by about half of them.

• Over 30% of all visitors and 40% of recent overnight visitors said they used the golakehavasu.com website, guide or newsletter at some time. These resources are critical to a large portion of visitors.

• We asked the visitors who utilized LHCCVB’s planning resources if they were influential in their decision to stay. More than 90% were influenced to stay by one or more of the planning resources.

• All of the planning resources receive high satisfaction scores, averaging “very satisfied” and slightly above by all visitors.

• More than one-quarter of visitors say they have made an in-person visit to the Visitor Center in English Village at some time. Visitors are very highly satisfied with the Visitor Center, but particularly with the friendly / knowledgeable service, rated 4.3 on a scale of 5, above “very satisfied.”

• The most popular Email newsletters are Deals, Special Events and General Interest, used by about 30% of visitors. Of those, about two-thirds say they have clicked on links inside their Email newsletter, with the highest percentages in the Deals and General Interest Email newsletters.

• Just over 60% of visitors had no suggestions to offer for improvement of the LHCCVB or the planning resources. Nearly 40% commented that LHCCVB is doing a great job. 226 VISITOR TRAVEL PLANNING AND SOCIAL NETWORKING

227 Trends - Resources Used For Destination Planning

2014 2010 Friends / relatives 63.9% n/a Trip Advisor 32.1% n/a Destination websites 28.6% 46.7% Travel magazines 24.0% 30.4% Other travel websites 23.8% n/a Destination guide 17.9% n/a Facebook or Twitter interaction with the destination 13.3% 12.5% American Automobile Association n/a 17.2% Email received from destination 12.1% 19.5% Travel Agent 10.7% 17.2% Rack brochure 10.2% 15.2% Newspaper travel articles 9.6% 17.8% Ads in the newspaper travel section 7.1% 12.6% Travel chat websites 5.1% 6.8% Billboard advertisement 3.8% 5.1%

We asked visitors to select which resources they use when selecting a destination. In 2014, the list was refined to reflect some verbatim comments from 2010. The addition of friends and family saw it surge to first place. The addition of “other travel websites” to the choices seems to have split the 2010 response to “destination websites” from 2010. The proliferation of travel planning websites makes it increasingly likely that travelers have difficulty distinguishing website types to our satisfaction. Trip advisor and destination websites round out the top 3 resources used in 2014. AAA was not measured in 2014. 228 How Many Times Have You Used These Social Media

Daily Every Week Every Few Weeks Rarely to Never

Facebook 65.5% 13.7% 6.5% 14.2% YouTube 27.5% 29.1% 21.9% 21.5% Twitter 14.2% 11.5% 12.3% 51.9% Pinterest 13.7% 15.4% 16.3% 54.5% Google Plus 14.9% 14.6% 14.5% 56.0% Instagram 14.4% 9.2% 9.9% 66.6% LinkedIn 6.1% 10.9% 15.3% 68.8% Tumblr 5.8% 5.8% 6.9% 81.6%

Facebook is the number one social networking site among respondents. Nearly 80% of all Lake Havasu City Visitors and potential visitors use Facebook daily or weekly. About 57% visit YouTube daily or weekly. All the other social media is used far less by all groups.

229 Daily Social Media Use By Age Group

. 18-24 25-34 35-44 45-54 55-64 65+

Facebook 69.1% 74.1% 72.1% 66.0% 56.7% 51.7%

YouTube 51.6% 41.2% 29.5% 22.1% 11.6% 9.0%

Google Plus 18.6% 19.7% 17.8% 16.6% 8.4% 6.9%

Pinterest 20.6% 22.3% 16.8% 10.3% 6.7% 3.4%

Twitter 22.0% 22.1% 16.6% 11.6% 7.2% 3.7%

Instagram 34.1% 25.4% 14.1% 7.4% 3.9% 1.3%

LinkedIn 6.1% 8.8% 6.9% 5.8% 4.4% 2.8%

Tumblr 16.5% 9.7% 4.8% 3.2% 1.1% 0.2%

Facebook is the number one social networking site among respondents, regardless of age. However, YouTube, Instagram, Pinterest and Twitter are most effective among 18-34 year olds.

230 Daily Social Media Use By Visitor Type

Recent Recent Heard Of Never Heard Overnight 12 Overnight 2-3 Past Visitors Day Visitors Nvr Visited Of mos. yrs

.

Facebook 65.1% 58.8% 58.4% 57.3% 65.4% 69.9%

YouTube 43.5% 37.6% 23.9% 22.2% 23.8% 26.7%

Google Plus 24.5% 19.9% 15.7% 11.5% 11.8% 13.9%

Pinterest 18.6% 18.1% 12.2% 10.7% 12.1% 12.8%

Twitter 29.4% 21.7% 13.7% 11.9% 11.5% 10.9%

Instagram 24.2% 20.8% 18.4% 9.8% 12.2% 11.1%

LinkedIn 13.0% 11.8% 7.1% 4.7% 3.9% 3.5%

Tumblr 11.2% 9.1% 5.9% 5.9% 3.8% 3.2% Facebook is the number one social networking site among respondents, regardless of visitor type. YouTube is second most popular. Twitter, Google Plus and Instagram are next most popular, but are in a distant third position.

231 LHCCVB Facebook Page

Recent Overnight Recent Overnight Past Day All Visitors 12 mos. 2-3 yrs Visitors Visitors

Visited LHCCVB 14.0% 16.8% 13.9% 11.6% 13.3% page

Clicked Like (of those who 53.8% 56.1% 51.2% 33.9% 70.8% visited page)

14% of all visitors said they have visited the LHCCVB Facebook page, and of those, a little more than half clicked on “like.” Recent overnight visitors are the most likely to have visited the page, 16.8%, and day visitors are the most likely to click “like,” nearly 71%.

232 LHCCVB Ads

I did not see / I saw / It was It interested me

hear it heard it informative in visiting

A clickable Lake Havasu City ad on a website other than 85.0% 6.0% 5.4% 4.8% golakehavasu.com

Pandora ad 85.4% 7.3% 5.0% 3.5%

Magazine ad 81.6% 8.8% 6.9% 4.1%

TV ad 83.0% 8.1% 5.7% 4.2%

Banner ad 86.2% 5.9% 4.8% 3.6%

A range of 6% to 9% of travelers said they have seen or heard the ads mentioned in this chart. Nearly 9% said they have seen a magazine ad for Lake Havasu City, and 8.1% have seen a television ad. The least recognized was the banner ad, by 5.9%.

233 LHCCVB Ads – Saw/Heard by DMA

SAW / HEARD IT All Travelers Phoenix DMA Los Angeles DMA

A clickable Lake Havasu City ad on a 6.0% 7.7% 10.1% website other than golakehavasu.com

Pandora ad 7.3% 9.3% 11.0%

Magazine ad 8.8% 14.7% 11.5%

TV ad 8.1% 16.3% 11.9%

Banner ad 5.9% 8.6% 10.6%

The most recognized ad by all travelers was magazine ad, at 8.8%. In the Phoenix DMA, the most recognized was TV ad, by 16.3% and 11.9% in the Los Angeles DMA. The TV ads have clearly made a memorable impression in these two markets which far exceeds the average. Both markets are more aware of all types of LHCCVB ads than the average traveler.

234 LHCCVB Ads By Visitor Type

Recent Past Heard Of SAW / HEARD IT All Travelers Day Visitors Overnight Visitors Never Visited

A clickable Lake Havasu City ad on a website other 6.0% 8.5% 6.6% 5.8% 3.7% than golakehavasu.com

Pandora ad 7.3% 9.3% 8.2% 6.4% 4.9%

Magazine ad 8.8% 19.1% 14.2% 9.1% 7.0%

TV ad 8.1% 18.3% 8.9% 12.2% 6.7%

Banner ad 5.9% 4.4% 5.7% 7.2% 4.1%

Nearly 20% of recent overnight visitors say they have seen a magazine ad and TV ad for Lake Havasu City, and around 10% of day visitors agree. These two segments are most likely to report having seen or heard an ad, and they are most likely to notice and remember these ads given their recent experiences. About 7% each of travelers who have heard of but never visited Lake Havasu City report having seen a magazine ad and television ad for Lake Havasu City.

235 TRENDS: Convention & Visitors Bureau

• We asked visitors to select which resources they use for inspiration when selecting a destination. In 2014, the list was refined to reflect some verbatim comments from 2010. The addition of friends and family as a choice saw it surge to first place.

• Trip advisor and destination websites round out the top 3 resources when looking for inspiration to choose a destination.

• Several resources declined in popularity as inspiration for destination choice since 2010: destination websites, travel magazines, email from destinations, travel agents and rack brochures.

236 Executive Summary: Convention & Visitors Bureau

• The top 3 resources used for inspiration in choosing a vacation destination are friends / relatives, Trip Advisor and destination websites.

• Facebook is the number one social networking site among respondents. Nearly 80% of all Lake Havasu City Visitors and potential visitors use Facebook daily or weekly. About 57% visit YouTube daily or weekly. All the other social media is used far less by all groups.

• Facebook is the number one social networking site among respondents, regardless of age. However, YouTube, Instagram, Pinterest and Twitter are more effective among 18-34 year olds than with other age groups.

• Facebook is the number one social networking site among respondents, regardless of visitor type. YouTube is second most popular. Additionally, Twitter and Instagram are highly popular among recent overnight visitors and those who have heard of but never visited Lake Havasu City.

• 14% of all visitors said they have visited the LHCCVB Facebook page, and of those, a little more than half clicked on “like.”

• A range of 6% to 9% of travelers said they have seen or heard the ads for Lake Havasu City. Nearly 9% said they have seen a magazine ad for Lake Havasu City, and 8.1% have seen a television ad.

• Nearly 20% of recent overnight visitors say they have seen a magazine ad and TV ad for Lake Havasu City, and around 10% of day visitors agree. About 7% of travelers who have heard of but never visited Lake Havasu City report having seen a magazine ad and television ad for Lake Havasu City.

237 RESIDENT REACTIONS NOTE: THE MARGIN OF ERROR FOR THIS RESIDENT SECTION IS +/-7.6%

238 Images – What Comes To Mind When You Hear Lake Havasu City

Residents Visitors Residents and visitors generally River/Lake 53.6% 37.0% agree on the images that come to Beautiful/Scenic 18.7% 17.0% mind when they hear Lake Havasu London Bridge 31.3% 16.0% City, with the top five being the Fun 9.4% 14.0% same, even though not in the same Boating / Boats 9.1% 10.0% order. Residents put London Bridge Laid back / relaxing getaway 4.2% 7.0% in 2nd place with 31.3% of mentions, Party scene 3.9% 6.0% whereas it was 3rd place for visitors Family/friends n/a 4.0% with 16.0% of mentions. Beautiful / nd Desert town w/ lake 1.1% 4.0% scenic was 2 place for visitors, with rd Spring break / college kids 1.3% 4.0% 17.0% of mentions, and 3 place for Sunshine 2.6% 3.0% residents with 18.7%. Vacation n/a 2.0% Warm / hot weather 5.5% 2.0% Fishing 2.3% 2.0% The people 1.6% 2.0% Casinos / gambling 0.4% 2.0% California plates / people 1.6% n/a Home 2.6% n/a Negative comments 3.3% n/a Nice community 3.8% n/a Beautiful sunrises / sunsets 2.6% n/a 239 Sample of Quotes From Residents On Image Of LHC • The bridge the channel and the lake. A great place for people who want to enjoy life • "London Bridge in the middle of the desert" prompts our imagination of English Culture & influences. We enjoy the lake views, the ferry to Havasu Landing, California & proximity to Las Vegas, Nevada! • Home as I have lived here for almost 50 years. I wouldn't live anywhere else. I love it! • Great weather, lake fun, affordable, safe, welcoming to newcomers • Blue water, fun , calm , family, a great atmosphere • The beautiful London Bridge, the shops, the dining, the gorgeous lake, walkways and its peacefulness in the town itself. I love the events that go on from the Fall to the Spring, always something to do. EASY LIVING!!!! • Lots of water/lake activity & car shows, making new friends or spending time with old friends. • A town where one can enjoy water and the desert and not have the hassle of a large city. • Year round vacation! • Pleasant home town-Growing pains

240 Suggestions of LHC Residents

• Water, boats, dust, repair shops, dry earth. Could the I 95 corridor be beautified, to make the drive through and entrance to Havasu more attractive. As in, get rid of the scrubby brush and clean up the areas along the walking path. • Well, since the city is newly known for its new modo (sic), "play like you mean it." I can honestly say the image of Lake Havasu not just in the recent years is very remarkable. The city of Lake Havasu is gorgeous. Maybe some remodeling would benefit the residents and tourists... however... I can honestly say that I am kind of ashamed to say that I live here. The city has been turned into a venue for the Californians. This city was once known as the "Home of the London Bridge" which was something that not only represented the people of Lake Havasu, but even Robert McCulloch himself. I’ve learned a lot about the way this city operates in the recent years and I have no doubt in my mind that Lake Havasu City will soon become rundown. It’s not only me. I’ve heard multiple people and when I say multiple, I mean hundreds of students and workers in Lake Havasu that dislike it here because of how the city has turned into nothing but partying and less about the people and children of the city. If I can make a suggestion, when making decisions, consider how it will benefit the people of Lake Havasu. [edited to remove personal names]

241 Negative Image Remarks / Sentiments of LHC Residents (3.3% of all remarks) • Boobs, bare butts, beer, boats. Spring break when families have to avoid beaches and the channel. "The bitches are back!" Written on cars, vomiting in the Kmart parking lot. Trash that is knee deep, drunks and druggies peeing in ice machines and on cases of beer. PR from police instead of arrests. Underage drinking and noisy house parties. Sick of trying to justify the city to friends who have seen this. • Spring break, Havasu Heat, nudity, drugs, drunks. Not a place for families or kids to visit. Blue collar sports town with Lucas Oil in charge. Party, party. • Beautiful Lake, great weather, friendly people (for the most part) sadly no jobs, poor city gov't and schools that appear neglected. • A lake, boating, and a city council that is out for what they want...not for the peoples good. It relies too much on tourism and none on self preservation. • Used to be a pleasant, relaxing place to de - compress. Not so these days, sadly • Trashy. Town does not project a positive image. Streets are not well maintained. Curb appeal leaves allot to be desired. • Beautiful Lake- very messed up city govt • A dirty lake yet nice area. • Alcohol drugs and redneck sports/racing • Play ground for drinking & drugs. This has destroyed our IMAGE. I have lived for thirty years and wish we could go back to 1985. It was a great place to live then. 242 Aided (checkbox) Impressions of LHC

Residents Visitors Lake / River 86% 61% London Bridge 79% 38% Sunshine 77% 53% Hot / heat 69% 38% Boats 68% 46% Beautiful scenery 64% 48% Friendly people 58% 33% Laid-back / relaxing 52% 41% Fun 49% 45% Family / friends 47% 34% Spring break 28% 24% Partying 26% 32% Gambling 4% 20%

The lake is the number one aided impression of both residents and visitors, cited by 86% of residents and 61% of visitors. Residents rated the London Bridge as the 2nd highest image association, with 79% compared to 38% of visitors, for whom the bridge ranked 7th in impressions.

243 What Do You Like Most About LHC – Aided (checkboxes)

Residents Visitors Natural beauty (river, blue sky, sunsets, etc.) 79.9% 49.6% Mild winter weather 74.3% 27.4% The lake 73.4% 57.1% Safe / low crime rate 58.2% 21.1% Friendly people 56.3% 37.3% Lots of outdoor activities, things to do 55.9% 35.3% The desert 51.0% 22.4% Laid-back atmosphere 48.0% 36.8% Affordable 42.4% 28.7% The social atmosphere 25.0% 22.6% Central travel hub to Las Vegas, Phoenix, Palm Springs 24.7% 18.5% Easy to get to 16.1% 27.1% The top three likes of residents are the natural beauty, mild winter weather and the lake. For visitors, the top three likes are the lake, natural beauty and the friendly people. 244 What Do You Like Least About LHC – Open End Question

Summer heat 16.4% Not enough shopping options 6.9% Rowdy drunks / druggies 5.6% Snowbirds 4.9% No commercial air service 3.9% "Play like you mean it" 3.3% Poor traffic control / flow 3.3% Trash / unkempt properties 3.3% Lack of decent jobs 3.0% Need Target, Trader Joes, Costco etc. 3.0% City council 2.3% Need Olive Garden or similar 2.3% Sewer costs 2.3% Party town image 1.6% Prices too high 1.6% Tourists are valued more than residents 1.6% Dangerous drivers 1.3% No drainage during storms 1.3% Spring breakers 0.7% Other 39.5%

245 Rating of LHC Nicknames (on a scale of 1 to 5) Residents Visitors

Home of the London Bridge 4.5 3.8 Arizona's West Coast 4 3.7

Boating Capitol of the West 3.6 3.4

Jet Ski Capitol of the World 3.4 3.2

Arizona's Playground 3.4 3.5

America's Most Patriotic City 3.3 3

The Outdoor Event Capitol of the Southwest 3.2 3.2

Hottest City in America 2.9 3.3

Retirement Capitol of the West 2.8 3

Spring Break Capitol of the World 2.4 3.2 The top two nicknames for both residents and visitors are “Home of the London Bridge” and “Arizona’s West Coast.” However, residents rate “Home of the London Bridge” significantly higher than visitors, 4.5 on a scale of 5, compared to 3.8 for visitors.

246 Ranking of Slogans

Residents Visitors

Rank Rank Avg Rank Rank Avg Lake Havasu City - Home of the London Bridge 1 2.9 2 4.7 Lake Havasu City - Where fun is always in season 2 4.2 1 4.6 Lake Havasu City - Arizona's West Coast 3 4.6 4 4.9 Lake Havasu City - Warm, friendly fun 4 4.9 5 4.9 Lake Havasu City - Arizona's playground 5 4.9 3 4.8 Lake Havasu City - Where fun flows naturally 6 5.4 6 5 Lake Havasu City - Just add water 7 5.7 8 5.4 Lake Havasu City - This is the place 8 5.8 9 5.6 Lake Havasu City - Play Like You Mean It. SM 9 6.6 7 5.2

Residents ranked the slogan “Home of the London Bridge” as number one, and “Where fun is always in season” as number two. Visitors ranked them in reverse, preferring “Where fun is always in season” above all other slogans. The rank average score shows that among residents, there was a significantly higher rating of “Home of the London Bridge” than among visitors, and a significantly lower rating of “Play Like You Mean It®” by residents than visitors. 247 ASU Campus in Lake Havasu City

ASU Campus in Lake Havasu City Residents Visitors 98.7%

47.2%

18.2% 0.2% 0.0% 1.9%

Aware of the campus Have a student there Considering sending student there

Nearly 99% of residents are aware of the ASU campus in Lake Havasu City, contrasting with 47% of visitors. 0.02% of residents say they have students there, and based on Census data showing about 18,000 households in LHC, that would project to 36 ASU students from Lake Havasu City residents. 248 Ever Contacted LHCCVB

Ever Contacted LHCCVB

Residents All Visitors

54.9%

45.1%

20.1% 17.8%

Yes No

More than half of residents have contacted the LHCCVB at some time, compared to 20.1% of visitors.

249 Reasons For Contacting LHCCVB

Reasons For Contacting LHCCVB

Residents All Visitors

61.2% For advice on attractions / activities / events 51.5%

15.8% For advice on lodging 50.2%

7.9% For advice on dining 43.3%

37.6% To request a guide 32.9%

Residents contact the LHCCVB most often for advice on attractions / activities / events, 61.2%, which is an even greater rate than for visitors. They also contact the bureau to request a guide, and least often for advice on lodging and dining. 250 Rating Of LHCCVB Experience

Satisfaction With LHCCVB Experience Residents All Visitors

4.4 Friendly / knowledgeable service 4.4

4.3 Easy to reach 4.4

4.4 Got all the help I wanted 4.3

Not at all Not very Somewhat Very Satisfied Extremely Satisfied Satisfied Satisfied Satisfied

Residents and visitors both rated their satisfaction with LHCCVB very highly, 4.3 and 4.4 on a scale of 5. 251 Have You Ever Used The Website, Guide Or Newsletter for LHC? Ever Used The Website, Guide Or Newsletter for LHC? Yes No 78.2% 68.4%

31.6% 21.8%

Residents All Visitors

Residents have used LHCCVB resources at more than twice the rate of visitors, 78.2% compared to 31.6%. This makes sense since these resources help everyone enjoy the city to the fullest extent. 252 Ratings Of LHCCVB Resources Ratings of LHCCVB Resources Residents All Visitors

4.1 Website - www.golakehavasu.com 4 3.8 Email newsletters (Special events, etc.) 3.9 4.2 Visitor Guide 4.1 3.8 Tour Guide 4.1 3.9 Dining Guide 4.1 3.3 Golf Guide 3.7

Not at all Not very Somewhat Very Satisfied Extremely Satisfied Satisfied Satisfied Satisfied Residents have given similarly high ratings to the LHCCVB resources as the visitors, but slightly lower in some cases. Residents rate the website and Visitor Guide higher than visitors, 4.1 and 4.2 respectively. But they rate the Tour Guide and Golf Guide lower than visitors, 3.8 and 3.3 respectively. 253 Have You Made An In-Person Visit To The Visitor Center In English Village

In-Person Visit To The Visitor Center in English Village

72.5%

28.2%

Residents All Visitors

Nearly three-quarters of residents say they have visited the Visitor Center in English Village. This compares to 28% of visitors. 254 Satisfaction With The Visitor Center In English Village Satisfaction With Visitor Center in English Village

Residents Visitors

4.4 Friendly / knowledgeable service 4.3

4.3 Got the info I wanted 4.2

4.3 Easy to find 4.1

4 Convenient hours of operation 4

Not at all Not very Somewhat Very Satisfied Extremely Satisfied Satisfied Satisfied Satisfied Residents and visitors agree the Visitor Center deserves very high satisfaction scores, with residents rating it even more highly than visitors. 255 Subscription Levels To LHCCVB Newsletters

Visitors Residents

Deals Email newsletter 30.4% 4.8%

Special events Email newsletter 30.3% 4.8%

General Interest Email newsletter 29.4% 11.7%

Boating Email newsletter 27.8% 9.6%

Hiking Email newsletter 26.1% 4.5%

Fishing Email newsletter 24.6% 4.1%

Cycling Email newsletter 21.5% 1.7%

Off-roading Email newsletter 20.8% 5.9%

Golf Email newsletter 20.6% 1.4%

Residents subscribe to the email newsletters at a very low rate compared to visitors, ranging from 1% to 12%. The verbatim remarks indicate many residents were unaware of the email newsletters. NOTE: The ability of visitors to accurately recall and identify specific newsletters is limited and comes under question as evidenced by the 21.5% of visitors and 1.7% of residents who specified the Cycling email newsletter, which does not exist. 256 Executive Summary: LHC Resident Reactions (1 of 2)

• Due to the response rate from visitors, the margin of error is fairly high, +/- 7.6%, so their responses have to be considered with this in mind. • Residents and visitors generally agree on the images that come to mind when they hear Lake Havasu City, with the top five being the same, even though not in the same order. Residents put London Bridge in 2nd place with 31.3% of mentions, whereas it was 3rd place for visitors with 16.0% of mentions. Beautiful / scenic was 2nd place for visitors, with 17.0% of mentions, and 3rd place for residents with 18.7%. • The top three aided impressions of residents are the lake, London Bridge and sunshine. • The lake is the number one aided impression of both residents and visitors, cited by 86% of residents and 61% of visitors. Residents rated the London Bridge as the 2nd highest image association, with 79% compared to 38% of visitors, for whom the bridge ranked 7th in impressions. • When asked what they like most about LHC, the top three likes of residents are the natural beauty, mild winter weather and the lake. For visitors, the top three likes are the lake, natural beauty and the friendly people. • The top three dislikes for residents are the summer heat, not enough shopping options and the perception of some alcohol and drug abuse. • The top two nicknames for both residents and visitors are “Home of the London Bridge” and “Arizona’s West Coast.” However, residents rate “Home of the London Bridge” significantly higher than visitors, 4.5 on a scale of 5, compared to 3.8 for visitors. • Residents ranked the slogan “Home of the London Bridge” as number one, and “Where fun is always in season” as number two. Visitors ranked them in reverse, preferring “Where fun is always in season” above all other slogans. The rank average score shows that among residents, there was a significantly higher rating of “Home of the London Bridge” than among visitors, and a significantly lower rating of “Play Like You Mean It®” by residents than visitors. 257 Executive Summary: LHC Resident Reactions (2 of 2) • Nearly 99% of residents are aware of the ASU campus in Lake Havasu City, contrasting with 47% of visitors. 0.02% of residents say they have students there, and based on Census data showing about 18,000 households in LHC, that would project to 36 ASU students from Lake Havasu City residents. • More than half of residents have contacted the LHCCVB at some time, compared to 20.1% of visitors. • Residents contact the LHCCVB most often for advice on attractions / activities / events, 61.2%, which is an even greater rate than for visitors. They also contact the bureau to request a guide, and least often for advice on lodging and dining. • Residents and visitors both rated their satisfaction with their LHCCVB experience very highly, 4.3 and 4.4 on a scale of 5. • Residents have used LHCCVB resources such as the website, guide and Email newsletters at more than twice the rate of visitors, 78.2% compared to 31.6%. This makes sense since these resources help everyone enjoy the city to the fullest extent. • Residents have given similarly high ratings to the LHCCVB planning resources as the visitors, but slightly lower in some cases. Residents rate the website and Visitor Guide higher than visitors, 4.1 and 4.2 respectively. But they rate the Tour Guide and Golf Guide lower than visitors, 3.8 and 3.3 respectively. • Nearly three-quarters of residents say they have visited the Visitor Center in English Village. This compares to 28% of visitors. • Residents and visitors agree the Visitor Center deserves very high satisfaction scores, with residents rating it even more highly than visitors, ranging from 4.0 to 4.4 on a scale of 5. • Residents subscribe to the email newsletters at a very low rate compared to visitors, ranging from 1% to 12%. The verbatim remarks indicate many residents were unaware of the email newsletters. NOTE: The ability of visitors to accurately recall and identify specific newsletters is limited and comes under question as evidenced by the 21.5% of visitors and 1.7% of residents who specified the Cycling email newsletter, which does not exist. 258 VISITOR ORIGINS

259 TOP DMAs – Overnight Visitors

OVERNIGHT PAST 12 MONTHS OVERNIGHT 2-3 YRS AGO PAST VISITORS 3+ YRS LOS ANGELES 32.7% 27.7% 27.1% PHOENIX 18.5% 14.4% 13.9% SAN DIEGO 5.9% 5.9% 6.5% LAS VEGAS 4.5% 4.1% 0.8% BRITISH COLUMBIA 4.0% 3.9% 3.8% CHICAGO 3.9% 4.6% 5.9% SALT LAKE CITY 2.5% 3.7% 2.1% TUCSON 2.3% 2.4% 2.8% ALBERTA 1.7% 2.6% 2.8% SAN FRANCISO-OAKLAND 0.7% 0.5% 0.5% SEATTLE-TACOMA 0.4% 0.4% 0.4% SACRAMENTO 0.4% 0.3% 0.3% DALLAS-FT. WORTH 0.4% 0.4% 0.4% PORTLAND 0.3% 0.2% 0.0% PALM SPRINGS 0.3% 0.2% 0.2% DETROIT 0.2% 0.2% 0.3% SPOKANE 0.2% 0.2% 0.2% FRESNO 0.2% 0.2% 0.0% ST. LOUIS 0.2% 0.1% 0.1% 260 State Origin – Overnight Visitors Overnight Past 12 Overnight 2-3 Yrs Ago Past Visitors 3+ Yrs TOTAL POPULATION Months Ago OF SURVEY CA 40.9% 45.0% 41.1% 27.9%

AZ 12.1% 11.2% 11.6% 6.8%

TX 8.7% 9.2% 7.3% 13.9%

IL 5.5% 5.0% 5.8% 8.8%

MI 4.9% 4.1% 3.6% 6.1%

AB 4.2% 1.7% 1.1% 2.1%

BC 3.3% 2.2% 1.4% 2.3%

WA 3.0% 3.7% 3.2% 4.3%

NV 2.9% 2.5% 4.0% 2.2%

OR 2.4% 2.2% 3.6% 2.4%

MO 2.4% 1.5% 2.2% 3.1%

MN 1.5% 2.2% 2.7% 3.6% The column in purple shows the residence of ALL RESPONDENTS, which is in accordance to their population levels in our sample region. This shows that we have not over or under sampled any area. 261 State Origin – Day Visitors, Vacation Home Owners, 2+ Mos. Visitors, Been Through Didn’t Visit Day Visitors Been Through Didn’t Heard Of, Never Never Heard Of Visit Visited CA 34.6% 37.4% 21.1% 12.3%

AZ 19.6% 10.7% 5.2% 0.7%

TX 9.5% 12.5% 12.6% 21.2%

IL 2.4% 6.1% 7.9% 11.8%

MI 1.3% 3.7% 6.3% 9.5%

AB 1.0% 0.9% 1.7% 3.3%

BC 2.1% 1.1% 2.3% 3.2%

WA 3.3% 3.8% 3.4% 4.6%

NV 3.6% 3.0% 1.7% 1.0%

OR 2.9% 3.0% 2.7% 2.0%

MO 2.6% 3.2% 3.5% 5.6%

MN 2.0% 2.3% 3.6% 4.7%

Note: The sample sizes for Vacation Home Owners and Visitors for 2+ mos. Per year are too small to provide reliable origin distribution data.

262 Top DMA Origin By Month – Overnight Visitors (Jan – Jun)

JANUARY 2014 APRIL 2014 TOP 5 DMA ORIGINS 2014 TOP 5 DMA ORIGINS 2014 LOS ANGELES 22.5% LOS ANGELES 31.1% PHOENIX 8.1% PHOENIX 7.2% BRITISH COLUMBIA 6.0% ALBERTA 6.2% SAN DIEGO 4.1% SAN DIEGO 4.6% SALT LAKE CITY 3.6% CHICAGO 4.6% SEATTLE-TACOMA 3.6% LAS VEGAS 3.1%

FEBRUARY 2014 MAY 2014 TOP 5 DMA ORIGINS 2014 TOP 5 DMA ORIGINS 2014 LOS ANGELES 24.8% LOS ANGELES 19.6% PHOENIX 6.3% PHOENIX 11.4% TUCSON 5.0% BRITISH COLUMBIA 4.8% BRITISH COLUMBIA 4.7% ALBERTA 3.9% LAS VEGAS 3.5% SAN DIEGO 3.6% SAN FRANCISCO-OAKLAND 2.5%

MARCH 2014 JUNE 2014 TOP 5 DMA ORIGINS 2014 TOP 5 DMA ORIGINS 2014 LOS ANGELES 19.3% LOS ANGELES 19.5% TUCSON 5.8% PHOENIX 6.5% BRITISH COLUMBIA 4.3% SAN DIEGO 2.8% SAN DIEGO 4.2% SALT LAKE CITY 2.6% CHICAGO 4.0% BRITISH COLUMBIA 2.6% PHOENIX 3.8% SACRAMENTO 1.9% 263 Top DMA Origin By Month – Overnight Visitors (Jul – Dec)

JULY 2014 OCTOBER 2014 TOP 5 DMA ORIGINS 2014 TOP 5 DMA ORIGINS 2014 LOS ANGELES 26.5% LOS ANGELES 27.4% PHOENIX 6.9% PHOENIX 8.5% SALT LAKE CITY 6.1% LAS VEGAS 3.6% LAS VEGAS 5.3% SAN DIEGO 3.5% TUCSON 4.7% BRITISH COLUMBIA 2.8% SAN DIEGO 4.1%

AUGUST 2014 NOVEMBER 2014 TOP 5 DMA ORIGINS 2014 TOP 5 DMA ORIGINS 2014 LOS ANGELES 31.4% LOS ANGELES 18.6% PHOENIX 7.4% CHICAGO 6.2% SAN DIEGO 4.7% PHOENIX 5.1% LAS VEGAS 4.2% SALT LAKE CITY 4.7% ALBERTA 4.1% LAS VEGAS 2.6%

SEPTEMBER 2014 DECEMBER 2014 TOP 5 DMA ORIGINS 2014 TOP 5 DMA ORIGINS 2014 LOS ANGELES 26.4% LOS ANGELES 15.8% PHOENIX 7.9% PHOENIX 9.3% LAS VEGAS 6.5% SAN DIEGO 9.1% CHICAGO 4.7% CHICAGO 8.4% BRITISH COLUMBIA 4.4% SALT LAKE CITY 6.3% 264 Executive Summary: Visitor Origin

• California, Arizona, Texas and Illinois are the largest state origins of recent overnight visitors, day visitors and potential visitors • The DMAs providing the largest portion of overnight visitors are Los Angeles, Phoenix, San Diego, Las Vegas, and British Columbia. (DMAs are Designated Marketing Areas and correspond to the television broadcast markets) • When DMAs are analyzed by month, Los Angeles takes the top each month of the year with Phoenix usually in second, except in March and November when Chicago and Tucson surge upward.

265 TOP 100 ZIP CODES OF ORIGIN

266 TOP 100 ZIP CODES – Overnight Visitors

Rank Zip Code DMA Percent Rank Zip Code DMA Percent Rank Zip Code DMA Percent Rank Zip Code DMA Percent 1 95051 SFO 0.07 26 92508 LAX 0.04 51 92008 SAN 0.04 76 78247 SAT 0.04 2 92802 LAX 0.07 27 92530 LAX 0.04 52 92025 SAN 0.04 77 85021 PHX 0.04 3 92677 LAX 0.07 28 92544 LAX 0.04 53 92056 SAN 0.04 78 85029 PHX 0.04 4 92806 LAX 0.06 29 92563 LAX 0.04 54 92081 SAN 0.04 79 85042 PHX 0.04 5 60614 CHI 0.06 30 89121 LSV 0.04 55 92103 SAN 0.04 80 85050 PHX 0.04 6 90503 LAX 0.06 31 89129 LSV 0.04 56 92117 SAN 0.04 81 92821 LAX 0.04 7 90505 LAX 0.06 32 89147 LSV 0.04 57 92202 LAX 0.04 82 85202 PHX 0.04 8 85268 PHX 0.06 33 92392 LAX 0.04 58 92223 PSP 0.04 83 85207 PHX 0.04 9 85281 PHX 0.05 34 92395 LAX 0.04 59 89011 LSV 0.04 84 85212 PHX 0.04 10 85249 PHX 0.05 35 85710 TUC 0.04 60 89103 LSV 0.04 85 85225 PHX 0.04 11 85730 TUC 0.05 36 91910 SAN 0.04 61 89119 LSV 0.04 86 49855 DET 0.04 12 85747 TUC 0.05 37 91911 SAN 0.04 62 92691 LAX 0.03 87 92646 LAX 0.04 13 63301 STL 0.05 38 90210 LAX 0.04 63 90025 LAX 0.04 88 92649 LAX 0.04 14 92591 LAX 0.05 39 90220 LAX 0.04 64 90021 LAX 0.04 89 85338 PHX 0.04 15 92614 LAX 0.05 40 60093 CHI 0.04 65 91746 LAX 0.04 90 85363 PHX 0.04 16 91343 LAX 0.04 41 93536 LAX 0.04 66 91754 LAX 0.04 91 85367 PHX 0.04 17 91345 LAX 0.04 42 93551 LAX 0.04 67 91761 LAX 0.04 92 85374 PHX 0.04 18 90250 LAX 0.04 43 92253 LAX 0.04 68 91763 LAX 0.04 93 90064 LAX 0.04 19 90277 LAX 0.04 44 92307 LAX 0.04 69 91770 LAX 0.04 94 90078 LAX 0.04 20 91942 SAN 0.04 45 92314 LAX 0.04 70 91780 LAX 0.04 95 92881 LAX 0.03 21 95052 SFO 0.04 46 92335 LAX 0.04 71 90604 LAX 0.04 96 90044 LAX 0.03 22 58078 MSP 0.04 47 92363 LAX 0.04 72 90631 LAX 0.04 97 90047 LAX 0.03 23 92407 LAX 0.04 48 92373 LAX 0.04 73 90720 LAX 0.04 98 92807 LAX 0.03 24 92503 LAX 0.04 49 77006 HOU 0.04 74 90015 LAX 0.04 99 92692 LAX 0.03 25 92507 LAX 0.04 50 55344 MSP 0.04 75 90017 LAX 0.04 100 85705 TUC 0.03 DMA Key: CHI=Chicago, DET=Detroit, HOU=Houston, LSV=Las Vegas, LAX=Los Angeles, MSP=Minneapolis-St. Paul, PHX=Phoenix, PSP=Palm Springs, SAN=San Diego, SFO=San Francisco, SAT=San Antonio, STL=St. Louis, TUC=Tucson 267 Heard Of, Never Visited and Very + Extremely Interested in Visiting After Reading Description of LHC by DMA of Origin Origin of Heard of, Never Visited + Interested in Visiting (Very + Extremely) Los Angeles DMA 15.2% Seattle-Tacoma DMA 12.6% San Francisco-Oakland DMA 7.1% Sacramento DMA 5.5% Dallas-Ft. Worth DMA 5.3% Alberta CANADA 4.2% Houston DMA 3.8% British Columbia 3.6% Phoenix DMA 3.5% Las Vegas DMA 3.4% Detroit DMA 3.4% San Diego DMA 2.8% Bakersfield DMA 2.7% Salt Lake City DMA 2.6% St. Louis DMA 2.4% Palm Springs DMA 2.2% VISITOR DEMOGRAPHICS

269 Composition Of Your Usual Travel Party

2014 All Overnight Overnight Past Day Heard Of Never Visitors Past 12 2-3 Yrs Ago Visitors 3+ Visitors Never Heard of Months Yrs Ago Visited LHC

Couple 37.5% 30.5% 35.3% 36.1% 49.2% 38.1% 33.8%

Adult/s with child/ren 32.0% 33.8% 31.7% 32.2% 29.9% 30.4% 36.6% Several adults 18.9% 22.3% 23.5% 18.4% 11.1% 19.2% 15.4% I travel alone 9.4% 11.1% 7.7% 10.2% 9.4% 9.1% 11.3% Group / tour travel 1.2% 1.9% 0.5% 2.4% 0.7% 0.8% 0.4%

Lake Havasu City’s two largest segments are couples and adults with children, together representing two-thirds of visitors. Adults traveling together has been a growing phenomenon, and is growing in importance in the overnight visitor segment. Day visitors are dominated by couples, and to a lesser extent, families.

270 Profession 2014 All Visitors Overnight Overnight 2- Past Day Heard Of Never Past 12 3 Yrs Ago Visitors 3+ Visitors Never Heard of Months Yrs Ago Visited LHC

Professional 25.1% 30.8% 21.7% 19.6% 19.2% 20.4% 15.9%

Homemaker 15.2% 10.4% 13.1% 18.0% 14.5% 15.6% 19.9% Retired 20.9% 10.0% 15.4% 23.9% 28.2% 21.2% 15.4% Military 1.2% 1.5% 0.9% 0.4% 1.7% 0.8% 0.6% Skilled worker 13.5% 16.7% 16.7% 7.1% 8.9% 7.6% 8.7% College student 6.0% 5.2% 6.3% 5.5% 5.1% 5.4% 8.5% Salesperson 6.8% 6.3% 9.5% 4.3% 5.2% 5.3% 5.9% Business owner/self- 9.0% 9.7% 6.8% 9.0% 7.3% 5.4% 4.6% employed Government employee 2.2% 2.6% 2.3% 0.4% 0.4% 2.9% 3.2%

Lake Havasu City has a strong diversity of professions among its visitors. The largest single group are professionals, accounting for one-quarter of recent overnight visitors. The largest group among day visitors are retired, representing more than one-quarter of day visitors. 271 Age

2014 All Overnight Overnight Past Visitors Day Visitors Heard Of Never Heard Visitors Past 12 2-3 Yrs Ago 3+ Yrs Ago Never of LHC Months Visited

18-24 10.9% 17.1% 11.3% 5.9% 8.6% 10.2% 14.6%

25-34 21.2% 28.6% 25.8% 13.3% 16.7% 18.6% 22.5% 35-44 19.7% 21.9% 20.4% 19.2% 16.6% 17.2% 16.8% 45-54 17.7% 15.2% 19.0% 21.6% 14.9% 19.2% 19.5% 55-64 17.1% 11.1% 14.5% 20.8% 22.2% 21.3% 17.5% 65+ 13.4% 5.9% 8.6% 18.8% 20.5% 11.1% 6.9%

Nearly two-thirds of visitors are in the 25-54 age bracket. This is also likely to be the age group of young and maturing families. Visitors age 65+ are more likely to be day visitors than overnight visitors.

272 Marital Status

2014 All Visitors Overnight Overnight 2-3 Past Day Heard Of Never Past 12 Yrs Ago Visitors 3+ Visitors Never Heard of Months Yrs Ago Visited LHC

Married/life partner 52.0% 47.9% 48.4% 53.7% 58.1% 52.5% 52.7%

Engaged/serious 12.7% 13.0% 14.5% 12.2% 11.1% 10.7% 12.4% partner Single 36.3% 39.1% 37.1% 34.1% 30.8% 36.7% 34.8%

About half of Lake Havasu City’s recent overnight visitors are married and more than one-third are single.

273 Income

2014 All Visitors Overnight Overnight Past Day Visitors Heard Of Never Past 12 2-3 Yrs Ago Visitors 3+ Never Heard of Months Yrs Ago Visited LHC

Less than $20,000 12.4% 11.5% 12.7% 13.7% 11.5% 14.6% 20.7%

$20,000-$49,999 32.6% 32.3% 28.5% 33.7% 35.5% 35.9% 36.8% $50,000-$74,999 25.5% 23.8% 31.2% 22.7% 25.2% 22.9% 21.9% $75,000-$99,999 14.8% 14.9% 11.3% 16.1% 16.7% 14.1% 11.3% $100,000-$149,000 9.4% 11.1% 11.8% 8.2% 6.4% 8.7% 6.6% $150,000-$199,000 3.3% 4.5% 2.7% 3.1% 2.6% 2.3% 1.4% $200,000+ 2.0% 1.9% 1.8% 2.3% 2.1% 1.4% 1.1%

There is a diversity of incomes among Lake Havasu City visitors, however two-thirds of overnight visitors fall into the $20,000-$99,999 category. There has been an increase in $100,000+ income visitors over the past two-three years.

274 Gender

2014 All Visitors Overnight Overnight 2- Past Visitors Day Visitors Heard Of Never Heard Past 12 3 Yrs Ago 3+ Yrs Ago Never of LHC Months Visited

Male 36.4% 44.2% 38.5% 27.8% 35.0% 29.2% 21.9% Female 63.6% 55.8% 61.5% 72.2% 65.0% 70.8% 78.1%

There are slightly more than one-third male visitors and two-thirds female visitors. In recent overnight visitors, the ration comes closer to 50-50.

275 Travel Decision Maker

2014 All Visitors Overnight Overnight Past Day Heard Of Never Past 12 2-3 Yrs Ago Visitors 3+ Visitors Never Heard of Months Yrs Ago Visited LHC

The female(s) in my 31.1% 33.8% 33.0% 33.3% 23.5% 30.4% 31.2% household

The male(s) in my 20.4% 27.1% 23.1% 16.9% 14.1% 13.7% 11.0% household

A joint decision 48.5% 39.0% 43.9% 49.8% 62.4% 55.9% 57.8%

Most travel decisions are joint decisions or are made by the female in the household.

276 Trends – Party Composition by Visitor Segment

2014 2010 2014 2010 2014 2010 TRENDS Overnight Past 12 Overnight Past 12 Overnight 2-3 Yrs Overnight 2-3 Yrs Past Visitors 3+ Past Visitors 3+ Months Months Ago Ago Yrs Ago Yrs Ago

Couple 30.5% 38.0% 35.3% 41.4% 36.1% 41.3% Adult/s with child/ren 33.8% 35.3% 31.7% 34.1% 32.2% 27.5% Several adults 22.3% 18.5% 23.5% 15.9% 18.4% 16.2% I travel alone 11.1% 4.9% 7.7% 5.2% 10.2% 9.6% Group / tour travel 1.9% 2.7% 0.5% 3.4% 2.4% 4.8%

2014 2010 2014 2010 2014 2010 TRENDS Day Visitors Day Visitors Heard Of Never Heard Of Never Never Heard of Never Heard of Visited Visited LHC LHC

Couple 49.2% 48.7% 38.1% 40.8% 33.8% 39.1% Adult/s with child/ren 29.9% 23.6% 30.4% 31.4% 36.6% 32.6% Several adults 11.1% 17.4% 19.2% 15.1% 15.4% 13.8% I travel alone 9.4% 5.1% 9.1% 9.2% 11.3% 10.0% Group / tour travel 0.7% 4.6% 0.8% 1.8% 0.4% 2.5%

Among recent overnight visitors, the largest group in 2010 was couples at 38.0%. The composition has shifted in 2014 to adults with children being the largest group at 33.8%, and couples are now the second largest group at 30.5%. There was a notable increase in travel parties made up of several adults, 22.3% up from 18.5% in 2010. 277 Trends – Profession by Visitor Segment

2014 2010 2014 2010 2014 2010 TRENDS Overnight Past 12 Overnight Past 12 Overnight 2-3 Yrs Overnight 2-3 Yrs Past Visitors 3+ Past Visitors 3+ Months Months Ago Ago Yrs Ago Yrs Ago

Professional 30.8% 34.8% 21.7% 31.0% 19.6% 27.5% Homemaker 10.4% 10.9% 13.1% 12.9% 18.0% 12.0% Retired 10.0% 7.6% 15.4% 11.2% 23.9% 18.6% Military 1.5% 4.9% 0.9% 6.9% 0.4% 11.4% Skilled worker 16.7% 4.9% 16.7% 6.9% 7.1% 7.8% College student 5.2% 14.7% 6.3% 12.1% 5.5% 6.6% Salesperson 6.3% 13.6% 9.5% 3.4% 4.3% 5.4% Business owner/self-employed 9.7% 5.4% 6.8% 10.3% 9.0% 6.6% Government employee 2.6% 3.3% 2.3% 5.2% 0.4% 4.2%

2014 2010 2014 2010 2014 2010 TRENDS Day Visitors Day Visitors Heard Of Never Heard Of Never Never Heard of Never Heard of Visited Visited LHC LHC

Professional 19.2% 24.6% 20.4% 27.0% 15.9% 23.6% Homemaker 14.5% 10.3% 15.6% 14.0% 19.9% 16.5% Retired 28.2% 26.7% 21.2% 15.0% 15.4% 10.0% Military 1.7% 7.7% 0.8% 12.6% 0.6% 14.9% Skilled worker 8.9% 4.6% 7.6% 7.0% 8.7% 12.9% College student 5.1% 8.7% 5.4% 8.8% 8.5% 7.8% Salesperson 5.2% 3.6% 5.3% 5.2% 5.9% 6.2% Business owner/self-employed 7.3% 8.2% 5.4% 5.6% 4.6% 5.2% Government employee 0.4% 5.6% 2.9% 4.8% 3.2% 3.0%

From 2010 to 2014 among recent overnight visitors, there have been declines in the following groups; professionals, military, college students, salespersons and government employees. There have been increases in retired, skilled workers and the self-employed. 278 Trends – Age by Visitor Segment 2014 2010 2014 2010 2014 2010 TRENDS Overnight Past 12 Overnight Past Overnight 2-3 Yrs Overnight 2-3 Yrs Past Visitors 3+ Past Visitors 3+ Months 12 Months Ago Ago Yrs Ago Yrs Ago

18-24 17.1% 9.2% 11.3% 10.3% 5.9% 7.8% 25-34 28.6% 32.1% 25.8% 25.0% 13.3% 19.8% 35-44 21.9% 28.3% 20.4% 19.0% 19.2% 14.4% 45-54 15.2% 14.7% 19.0% 24.1% 21.6% 26.9% 55-64 11.1% 12.5% 14.5% 13.8% 20.8% 18.0% 65+ 5.9% 2.7% 8.6% 7.8% 18.8% 13.2%

2014 2010 2014 2010 2014 2010 TRENDS Day Visitors Day Visitors Heard Of Never Heard Of Never Never Heard of Never Heard of Visited Visited LHC LHC

18-24 8.6% 7.2% 10.2% 9.8% 14.6% 18.1% 25-34 16.7% 20.5% 18.6% 19.7% 22.5% 23.3% 35-44 16.6% 12.8% 17.2% 20.3% 16.8% 18.8% 45-54 14.9% 20.0% 19.2% 20.6% 19.5% 20.1% 55-64 22.2% 21.5% 21.3% 19.8% 17.5% 14.1% 65+ 20.5% 17.4% 11.1% 9.7% 6.9% 5.3%

The largest group by age in 2014 among recent overnight visitors is 25-34 year olds followed by 35-44 year olds. These two groups combined represent just over 50% of all recent overnight visitors. The trends among the recent overnight visitors are increases in those at the ends of the spectrum, 18-24 year olds and 65+. These two groups combined represent a little over 20% of all visitors. 279 Trends in Average Visitor Age by Visitor Segment Average Age Trends 2014 2010

80.0

70.0 60.0 49.3 48.6 43.1 46.8 47.9 50.0 39.3 39.6 42.5 40.0

30.0

20.0

10.0

0.0 Recent Overnight - Overnight 2-3 years Past Overnight 3+ Day Visitors 12 months ago years ago Lake Havasu City is bringing in younger travelers than ever before. Recent overnight visitors average just 39.3 years old, compared to those who visited overnight 3+ years ago who average 49.3 years old. Lake Havasu City is attracting greater numbers of Millennials, whose travel spending power will outpace Baby Boomers by 2017 according to Boston Consulting Group. Day visitors tend to be older than recent overnight guests, averaging 48.6 years old. 280 Trends – Marital Status by Visitor Segment

2014 2010 2014 2010 2014 2010 TRENDS Overnight Past 12 Overnight Past 12 Overnight 2-3 Yrs Overnight 2-3 Past Visitors 3+ Past Visitors Months Months Ago Yrs Ago Yrs Ago 3+ Yrs Ago

Married/life partner 47.9% 68.5% 48.4% 56.0% 53.7% 56.3% Engaged/serious partner 13.0% 8.2% 14.5% 16.4% 12.2% 12.0% Single 39.1% 23.4% 37.1% 27.6% 34.1% 31.7%

2014 2010 2014 2010 2014 2010 TRENDS Day Visitors Day Visitors Heard Of Never Heard Of Never Never Heard of Never Heard Visited Visited LHC of LHC

Married/life partner 58.1% 68.7% 52.5% 60.4% 52.7% 55.5% Engaged/serious partner 11.1% 6.7% 10.7% 8.9% 12.4% 10.7% Single 30.8% 24.6% 36.7% 30.6% 34.8% 33.7%

Although the largest group of visitors are still those who are married or have life partners, there is a sharp downward trend in this group, with a corresponding increase in singles and those who are engaged or have serious partners.

281 Trends – Income by Visitor Segment 2014 2010 2014 2010 2014 2010 TRENDS Overnight Past 12 Overnight Past 12 Overnight 2-3 Yrs Overnight 2-3 Yrs Past Visitors 3+ Yrs Past Visitors 3+ Months Months Ago Ago Ago Yrs Ago

Less than $20,000 11.5% 6.0% 12.7% 11.3% 13.7% 12.7% $20,000-$49,999 32.3% 21.4% 28.5% 21.7% 33.7% 28.5% $50,000-$74,999 23.8% 24.7% 31.2% 26.1% 22.7% 22.4% $75,000-$99,999 14.9% 22.0% 11.3% 23.5% 16.1% 18.8% $100,000-$149,000 11.1% 13.7% 11.8% 10.4% 8.2% 10.9% $150,000-$199,000 4.5% 9.3% 2.7% 5.2% 3.1% 4.8% $200,000+ 1.9% 2.7% 1.8% 1.7% 2.3% 1.8%

2014 2010 2014 2010 2014 2010 TRENDS Day Visitors Day Visitors Heard Of Never Heard Of Never Never Heard of Never Heard of Visited Visited LHC LHC

Less than $20,000 11.5% 7.2% 14.6% 8.5% 20.7% 13.2% $20,000-$49,999 35.5% 33.0% 35.9% 33.9% 36.8% 33.1% $50,000-$74,999 25.2% 27.8% 22.9% 25.2% 21.9% 25.7% $75,000-$99,999 16.7% 14.4% 14.1% 17.5% 11.3% 13.9% $100,000-$149,000 6.4% 12.9% 8.7% 11.7% 6.6% 10.1% $150,000-$199,000 2.6% 3.6% 2.3% 2.2% 1.4% 2.5% $200,000+ 2.1% 1.0% 1.4% 1.0% 1.1% 1.5% There has been a downward trend in household income in every visitor segment since 2010, particularly among recent overnight visitors.

282 Trends in Average Visitor Income by Visitor Segment

Average Income Trends 2014 2010

$82,319 $90,000

$80,000 $71,842 $68,199 $66,774 $64,580 $67,069 $70,000 $62,781 $61,578

$60,000

$50,000

$40,000

$30,000

$20,000

$10,000

$0 Recent Overnight - 12 Overnight 2-3 years Past Overnight 3+ years Day Visitors months ago ago

There has been a progressive and very distinct drop in the average income of visitors in every category, but particularly among recent overnight visitors in the past 12 months. Even so, the average household income of overnight visitors to Lake Havasu City, $66,774, significantly exceeds the U.S. average household income in 2014 of $52,250. 283 Trends – Gender by Visitor Segment

2014 2010 2014 2010 2014 2010 TRENDS Overnight Past 12 Overnight Past 12 Overnight 2-3 Overnight 2-3 Past Visitors 3+ Past Visitors 3+ Months Months Yrs Ago Yrs Ago Yrs Ago Yrs Ago

Male 44.2% 46.7% 38.5% 48.3% 27.8% 32.3% Female 55.8% 53.3% 61.5% 51.7% 72.2% 67.7%

2014 2010 2014 2010 2014 2010 TRENDS Day Visitors Day Visitors Heard Of Never Heard Of Never Never Heard of Never Heard of Visited Visited LHC LHC

Male 35.0% 47.7% 29.2% 32.3% 21.9% 26.5% Female 65.0% 52.3% 70.8% 67.7% 78.1% 73.5%

There has been a shift in the gender ratio of visitors since 2010, with female visitors growing at a faster rate. Recent overnight visitors are now 44% to 56% male to female ratio compared to 47% to 54% in 2010. The trend of increased female visitors is more pronounced among day visitors, who were 48% to 52% male to female in 2010, and are now 35% to 65%.

284 Trends – Travel Decision Maker by Visitor Segment

2014 2010 2014 2010 2014 2010 TRENDS Overnight Past 12 Overnight Past 12 Overnight 2-3 Overnight 2-3 Past Visitors 3+ Past Visitors 3+ Months Months Yrs Ago Yrs Ago Yrs Ago Yrs Ago

The female(s) in my 33.8% 31.0% 33.0% 28.4% 33.3% 31.7% household

The male(s) in my household 27.1% 28.3% 23.1% 25.9% 16.9% 13.8%

A joint decision 39.0% 40.8% 43.9% 45.7% 49.8% 54.5%

2014 2010 2014 2010 2014 2010 TRENDS Day Visitors Day Visitors Heard Of Never Heard Of Never Never Heard of Never Heard of Visited Visited LHC LHC

The female(s) in my 23.5% 22.6% 30.4% 30.3% 31.2% 29.8% household

The male(s) in my household 14.1% 19.5% 13.7% 12.7% 11.0% 11.6%

A joint decision 62.4% 57.9% 55.9% 57.0% 57.8% 58.6%

The patterns in decision making have stayed very steady from 2010 to 2014, with the majority being made jointly, followed closely by the female(s) in the household.

285 TRENDS: Visitor Demographics

• There has been an increase in families and groups of several adults and a corresponding decline in couples. • The average age of recent overnight visitors and overnight visitors 2-3 years ago is declining slightly. • The average age of past visitors is a full 10 years older , 49.3 compared to recent overnight visitors who average at 39.3 years of age. • The overall trend of the age of visitors is younger. • There has been a decline in military and government workers among visitors. • There has been a slight decline in visitors in the $75,000-$150,000 income range, and a slight increase in visitors with incomes under $50,000. • There has been an increase in the proportion of male visitors, 36.4%, up from 33.9% in 2010. • Joint decision-making is down to 48.5% from 55.5% in 2010.

286 Executive Summary: Visitor Demographics

• Lake Havasu City’s two largest segments are couples and adults with children, together representing two- thirds of visitors.

• Groups of adults traveling together has been a growing phenomenon, and is growing in importance in the overnight visitor segment.

• Day visitors are dominated by couples, and to a lesser extent, families.

• Lake Havasu City has a strong diversity of professions among its visitors. The largest single group are professionals, accounting for one-quarter of recent overnight visitors. The largest group among day visitors are retired, representing more than one-quarter of day visitors.

• Nearly two-thirds of visitors are in the 25-54 age bracket.

• Visitors age 65+ are more likely to be day visitors than overnight visitors.

• About half of Lake Havasu City’s recent overnight visitors are married and more than one-third are single.

• Two-thirds of overnight visitors fall into the $20,000-$99,999 category. There has been an increase in $100,000+ income visitors over the past two-three years.

• There are slightly more than one-third male visitors and two-thirds female visitors. In recent overnight visitors, the ration comes closer to 50-50.

• Most travel decisions are joint decisions or are made by the female in the household.

287 ATTRACTIONS AND ACTIVITIES RANKED

IMPORTANT NOTE: WE ASKED WHICH ATTRACTIONS AND ACTIVITIES WERE EVER VISITED OR PARTICIPATED IN BY OVERNIGHT AND DAY VISITORS, WHETHER ON THEIR MOST RECENT TRIP OR PAST TRIPS. THEREFORE THE TIME PERIOD COVERED IS MORE THAN ONE YEAR. THE QUESTION WAS ASKED IN THIS WAY TO ASCERTAIN THE MOST POPULAR ATTRACTIONS AND ACTIVITIES FOR EACH VISITOR GROUP OVER TIME.

288 Top 25 Attractions and Activities

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Lake Havasu 62.5% 62.1% 55.7% 51.6% 57.0% Boating (all types) 59.8% 52.4% 48.6% 34.3% 53.4% Lake Havasu State Park 49.1% 44.4% 44.8% 23.4% 39.5% London Bridge 42.5% 39.7% 29.9% 48.0% 42.0% Gambling 42.1% 46.2% 33.3% 23.2% 39.6% London Bridge Beach 40.4% 44.8% 36.6% 39.3% 41.4% Historic Route 66 39.6% 38.8% 37.1% 42.2% 39.1% The Sand Bar 39.3% 36.6% 6.6% 10.7% 31.9% Shops at Lake Havasu Mall 38.9% 41.4% 27.8% 15.2% 32.8% Colorado River Beaches - miscellaneous 37.9% 33.6% 29.9% 22.5% 32.7% Swimming 37.7% 37.8% 53.3% 15.8% 29.7% Route 66 Museum 36.1% 29.3% 20.1% 20.1% 29.5% Walking 34.4% 33.3% 33.3% 19.9% 28.0% Havasu Landing Resort & Casino 31.6% 32.8% 23.7% 7.0% 25.9% Laughlin area casinos 30.9% 33.6% 22.7% 31.6% 32.5% The Aquatic Center 30.2% 20.7% 15.5% 10.2% 23.5% Lake Havasu Museum of History 29.1% 21.1% 17.5% 8.2% 21.2% Island Fashion Mall 29.1% 18.5% 21.1% 7.0% 20.9% Havasu National Wildlife Refuge 28.4% 27.2% 22.2% 9.8% 23.4% Lake Havasu Marina 28.4% 27.6% 15.5% 11.1% 23.0% Fishing 27.5% 23.6% 30.3% 8.7% 20.0% Copper Canyon 27.4% 31.9% 18.0% 16.0% 25.5% Main Street/McCulloch Blvd./Downtown Havasu District 27.4% 22.4% 25.3% 14.8% 22.9% Hiking 27.1% 23.1% 28.5% 12.0% 20.5% London Bridge Plaza Swap Meet 26.7% 25.4% 9.3% 11.1% 22.8%

289 26th-50th Top Attractions and Activities

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Body Beach 26.0% 20.7% 16.3% 9.0% 21.9% Lake Havasu lighthouses 25.6% 28.4% 12.9% 12.3% 23.4% Jet Skis/personal watercraft 25.3% 23.1% 27.9% 7.1% 19.9% Sunbathing 25.3% 29.3% 40.6% 8.3% 20.4% Avi Resort & Casino 24.9% 19.0% 11.3% 15.6% 21.2% Bluewater Casino 24.6% 19.0% 13.4% 9.8% 19.8% Bridgewater Channel 24.2% 23.3% 22.4% 11.1% 21.4% Kingman 24.2% 25.0% 17.5% 32.8% 28.0% Barley Brothers Restaurant & Brewery 23.5% 18.1% 15.6% 3.3% 18.7% English Village 23.2% 19.4% 18.6% 12.7% 20.8% Parker Dam 22.1% 22.8% 12.4% 15.2% 20.4% Picture Rock 21.4% 17.2% 15.1% 10.7% 17.2% College Street Brewhouse & Pub 21.4% 12.9% 5.1% 2.9% 15.6% Camping 20.9% 21.8% 19.4% 6.2% 17.3% Rotary Community Park Beach 20.7% 13.4% 10.8% 7.0% 16.5% Desert Bar 20.7% 17.2% 8.8% 4.9% 16.5% Fishing boats 20.1% 19.6% 13.3% 5.8% 16.8% Concerts in the Park 19.8% 16.9% 15.8% 4.6% 14.7% Ski boats 19.4% 13.8% 13.9% 5.4% 14.2% Havasu 95 Speedway 18.2% 9.9% 7.2% 2.5% 12.8% Hot air balloon rides 17.9% 13.8% 13.3% 5.4% 15.4% Narrated London Bridge Historic Walking Tour 17.9% 14.2% 10.9% 6.2% 14.8% Water skiing 17.6% 21.3% 17.6% 4.1% 14.3% Bill Williams National Wildlife Refuge 17.5% 15.9% 4.6% 5.3% 14.9% Hualapai Mountains 17.5% 15.9% 8.8% 11.9% 17.1%

290 51st-75th Top Attractions and Activities

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Parker Strip 17.5% 8.6% 4.1% 6.6% 13.7% Jet Boats 17.2% 19.6% 18.8% 3.7% 15.1% Houseboats 17.2% 12.4% 6.7% 6.6% 13.7% Narrated Lake Havasu tour including lighthouses and/or Copper Canyon 17.2% 10.7% 13.3% 2.5% 11.9% Colorado River Indian Tribes Museum 17.2% 17.7% 10.8% 8.6% 16.4% Pirate Cove Resort 16.8% 15.9% 10.3% 4.5% 14.3% dog park (various) 16.5% 12.9% 4.6% 7.8% 14.2% Desert Diamond Distillery 16.5% 17.7% 12.4% 4.1% 14.8% Lake Havasu City Sportsmans' Club - SARA Park 16.5% 11.6% 9.9% 4.9% 13.9% Havasu Springs Resort & Marina 15.8% 16.8% 10.8% 3.3% 14.0% Mud Shark Brewery 15.8% 13.8% 13.1% 4.1% 14.1% Kayaks 15.8% 11.6% 13.9% 6.2% 12.9% Pontoon boats 15.8% 11.6% 9.1% 2.5% 12.0% Topock Gorge 15.4% 9.9% 9.8% 9.0% 13.9% Avalon Park 15.4% 10.8% 10.1% 4.1% 12.5% Helicopter rides 15.4% 12.9% 15.8% 5.4% 13.5% Topock Maze, aka Mystic Maze 15.1% 11.2% 9.8% 6.1% 14.1% Bowling 14.7% 7.1% 5.8% 4.6% 10.5% Other 4x4 vehicles 14.7% 8.0% 3.6% 2.5% 11.6% Narrated river tour to Topock Gorge 14.7% 10.2% 4.2% 3.3% 11.4% Ahakhav Tribal Preserve 14.4% 12.1% 8.2% 4.1% 12.3% ATVs/UTVs 14.3% 12.4% 15.2% 6.2% 13.0% Motorcycles / dirt bikes 14.3% 13.8% 9.1% 5.0% 12.9% Narrated sunset tour 14.3% 6.2% 1.3% 1.7% 10.2% SARA Park 14.0% 9.9% 7.2% 4.1% 12.3%

291 76th-100th Top Attractions and Activities

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Topock 66 14.0% 12.1% 10.1% 3.3% 12.1% Canoes 13.9% 9.8% 12.1% 3.7% 11.8% Volleyball 13.9% 7.1% 5.5% 3.7% 9.8% Narrated river tour to Laughlin, NV 13.9% 12.4% 4.2% 7.1% 13.6% Stetson Winery 13.7% 14.2% 9.3% 3.3% 12.3% Sam's Shooters Emporium 13.7% 8.6% 7.2% 1.6% 11.5% Jeeps 13.6% 12.0% 7.3% 3.3% 12.6% Jeep Tour 13.6% 12.9% 12.6% 2.1% 12.3% Gallagher's Dining & Pub 13.3% 14.2% 13.6% 5.3% 13.7% Guided canoe/kayak/paddleboard tour 13.2% 8.4% 4.2% 1.7% 9.8% Volunteering/community service 13.2% 8.4% 0.0% 2.9% 11.0% Oatman 13.0% 14.2% 6.2% 14.8% 15.8% Sand Point Marina 13.0% 11.6% 4.6% 2.9% 11.1% Topock Gorge Full Moon Kayak Tour 12.8% 5.8% 0.6% 2.9% 9.7% Dune buggies/sand rails 12.7% 8.4% 6.7% 4.1% 10.9% Catfish Paradise 12.6% 8.6% 6.7% 4.9% 10.5% Beachcomber RV Resort 12.6% 5.2% 2.2% 2.0% 8.9% Nautical Beachfront Resort 12.6% 13.4% 8.8% 4.1% 12.0% Yonder Park 12.6% 9.1% 7.6% 3.3% 10.8% Classic Car events 12.5% 13.3% 14.6% 4.6% 12.8% Tinnell Sports Park (skatepark, BMX) 12.3% 11.2% 6.6% 2.0% 11.6% Bird watching 12.1% 10.2% 12.1% 3.3% 9.8% Grace Arts Live Theatre 12.1% 6.2% 3.0% 2.5% 8.7% Five Mile Landing 11.9% 13.4% 8.8% 4.1% 11.6% Take Off Point Recreation Site 11.9% 4.7% 2.1% 2.0% 8.0%

292 101st-125th Top Attractions and Activities

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Small plane rides 11.7% 10.2% 6.1% 3.7% 11.2% Mountain Biking Tour 11.7% 8.0% 2.1% 3.7% 10.7% Crazy Horse Campgrounds 11.6% 13.8% 7.2% 3.3% 11.5% Lake Havasu Concert Association Series/Performing Arts Center 11.4% 8.4% 12.7% 4.6% 10.2% Museum of History Monthly Presentations 11.4% 9.8% 0.0% 1.2% 9.2% Cattail Cove State Park 11.2% 9.9% 6.2% 2.5% 9.7% Site Six Launch Ramp 11.2% 6.9% 6.2% 3.7% 10.0% Wakeboarding 11.0% 9.3% 15.2% 2.1% 8.4% Rock climbing 11.0% 9.8% 7.3% 2.1% 8.9% Mountain biking 11.0% 8.9% 7.7% 2.5% 8.5% Islander Resort 10.9% 8.6% 6.3% 2.0% 9.6% SARA Park Rodeo Grounds 10.5% 9.9% 9.4% 4.5% 10.5% Ultralight rides 10.3% 8.0% 3.0% 2.5% 9.8% Golf 10.3% 8.0% 8.2% 2.5% 8.2% Fourth Friday Concert Series/Refuge Golf & Country Club 10.3% 6.2% 2.4% 1.2% 9.0% The Courses at London Bridge Golf Club: Nassau Golf Course 10.2% 4.7% 3.6% 0.8% 6.9% Wheeler Park 10.2% 9.1% 8.8% 2.9% 10.3% Grand Island Park Disc Golf Course (Frisbee golf) 9.8% 8.6% 5.9% 3.7% 10.1% Sailboats/catamarans 9.5% 10.7% 9.7% 2.5% 8.8% Disc / Frisbee Golf 9.5% 5.3% 4.1% 2.1% 6.3% Realtor Park 9.5% 7.3% 6.1% 2.9% 8.9% Target shooting / skeet shooting 9.2% 6.7% 6.5% 2.5% 7.4% Wake surfing 9.2% 5.8% 5.5% 2.5% 6.7% Mohave Resort Golf Club (at Avi Resort & Casino) 9.1% 5.2% 4.6% 4.5% 8.5% Archery 8.8% 5.8% 4.5% 3.7% 6.7%

293 126th-150th Top Attractions and Activities

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Rock hounding 8.8% 6.2% 4.2% 2.1% 6.4% RC planes 8.8% 5.8% 4.2% 3.3% 6.7% RC cars 8.8% 4.0% 2.9% 1.2% 5.4% Black Meadow Landing 8.8% 7.3% 5.2% 1.2% 8.0% Moabi Regional Park / Pirate's Cove 8.8% 8.6% 3.1% 2.9% 8.2% Bridgewater Links Golf Course 8.8% 5.6% 5.2% 0.0% 7.5% Jack Hardie Park 8.8% 5.6% 4.5% 2.9% 7.9% Tennis 8.4% 6.7% 6.2% 1.7% 7.0% Dick Samp Memorial Park 8.4% 7.3% 5.4% 4.1% 9.0% Los Lagos Golf Club 8.1% 4.7% 4.2% 2.5% 6.9% Emerald Canyon Golf Course 7.4% 8.6% 8.2% 1.6% 7.9% Stand Up Paddleboard 7.3% 5.3% 2.4% 1.2% 5.8% Scuba diving 7.3% 3.6% 4.2% 4.1% 6.5% Island Golf Club 7.0% 5.6% 7.2% 1.2% 6.6% River's Edge Golf Course (formerly Needles Municipal Golf Course) 7.0% 3.4% 1.5% 2.5% 6.8% El Rio Golf Club (now closed) 7.0% 5.2% 6.2% 3.3% 7.0% Chaparral Golf & Country Club 7.0% 5.2% 5.1% 0.8% 6.3% Cerbat Cliffs Golf Course 6.7% 3.4% 3.6% 1.6% 6.1% The Courses at London Bridge Golf Club: The Old London Golf Course 6.7% 5.6% 5.7% 2.0% 6.7% Skateboarding 6.6% 5.3% 4.8% 2.1% 6.2% Flyboarding 6.6% 5.3% 0.1% 1.2% 5.1% RC boats 6.6% 6.7% 4.7% 2.5% 6.3% Refuge Golf & Country Club 6.3% 4.3% 3.6% 0.8% 5.8% Hunting 6.2% 4.0% 6.1% 2.5% 5.6% Laughlin Ranch Golf Club 6.0% 3.9% 2.8% 2.0% 6.0%

294 151st-154th Top Attractions and Activities

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Road Biking 5.9% 4.9% 3.6% 2.1% 5.7% Huukan Golf Club (formerly Desert Lakes Golf Course) 5.6% 4.7% 4.9% 1.2% 6.3% Geocaching 4.8% 4.4% 1.6% 2.1% 4.7% ASU Lecture Series 2.1% 0.7% 0.0% 2.1% 6.5%

295 Trends – Top 25 Attractions & Activities 2014 2010 2014 2010 2014 2010 2014 2010 2014 2010

Overnight Overnight Overnight Overnight Past Past Past 12 Past 12 2-3 Yrs 2-3 Yrs Visitors Visitors Day Day Months Months Ago Ago 3+ Yrs 3+ Yrs Visitors Visitors All Visitors All Visitors Lake Havasu 62.5% 55.7% 62.1% 55.7% 55.7% 47.3% 51.6% 39.2% 57.0% 48.2% Boating (all types) 59.8% 59.7% 52.4% 54.2% 48.6% 47.9% 34.3% 21.1% 53.4% 45.9% Lake Havasu State Park 49.1% 44.8% 44.4% 44.3% 44.8% 24.5% 23.4% 19.8% 39.5% 33.8% London Bridge 42.5% 29.9% 39.7% 28.2% 29.9% 44.0% 48.0% 43.3% 42.0% 35.2% Gambling 42.1% 33.3% 46.2% 33.3% 33.3% 32.4% 23.2% 36.8% 39.6% 32.5% London Bridge Beach 40.4% 36.6% 44.8% 37.4% 36.6% 42.4% 39.3% 31.8% 41.4% 36.3% Historic Route 66 39.6% 37.1% 38.8% 34.4% 37.1% 34.2% 42.2% 38.2% 39.1% 34.6% The Sand Bar 39.3% n/a 36.6% n/a 6.6% n/a 10.7% n/a 31.9% n/a Shops at Lake Havasu Mall 38.9% 27.8% 41.4% 29.8% 27.8% 16.8% 15.2% 16.1% 32.8% 22.1% Colorado River Beaches - miscellaneous 37.9% n/a 33.6% n/a 29.9% n/a 22.5% n/a 32.7% n/a Swimming 37.7% 53.3% 37.8% 56.4% 53.3% 40.8% 15.8% 25.8% 29.7% 42.9% Route 66 Museum 36.1% 20.1% 29.3% 9.2% 20.1% 9.8% 20.1% 8.8% 29.5% 12.0% Walking 34.4% 33.3% 33.3% 38.5% 33.3% 34.5% 19.9% 40.6% 28.0% 34.3% Havasu Landing Resort & Casino 31.6% 23.7% 32.8% 14.5% 23.7% 8.2% 7.0% 6.9% 25.9% 13.9% Laughlin area casinos 30.9% 22.7% 33.6% 19.1% 22.7% 29.9% 31.6% 30.4% 32.5% 24.5% The Aquatic Center 30.2% 15.5% 20.7% 6.9% 15.5% 2.7% 10.2% 2.8% 23.5% 8.3% Lake Havasu Museum of History 29.1% 17.5% 21.1% 13.7% 17.5% 9.8% 8.2% 4.6% 21.2% 11.2% Island Fashion Mall 29.1% 21.1% 18.5% 11.5% 21.1% 3.3% 7.0% 5.1% 20.9% 10.9% Havasu National Wildlife Refuge 28.4% 22.2% 27.2% 13.7% 22.2% 4.3% 9.8% 5.5% 23.4% 12.2% Lake Havasu Marina 28.4% 15.5% 27.6% 16.8% 15.5% 10.9% 11.1% 6.0% 23.0% 11.8% Fishing 27.5% 30.3% 23.6% 31.6% 30.3% 19.7% 8.7% 12.9% 20.0% 24.1% Copper Canyon 27.4% 18.0% 31.9% 16.8% 18.0% 12.0% 16.0% 9.2% 25.5% 13.8% Main Street/McCulloch Blvd./ Downtown Havasu District 27.4% 25.3% 22.4% 19.8% 25.3% 12.5% 14.8% 15.7% 22.9% 18.4% Hiking 27.1% 28.5% 23.1% 22.2% 28.5% 25.4% 12.0% 16.1% 20.5% 23.8% London Bridge Plaza Swap Meet 26.7% n/a 25.4% n/a 9.3% n/a 11.1% n/a 22.8% n/a 296 Trends – 26th-50th Attractions & Activities

2014 2010 2014 2010 2014 2010 2014 2010 2014 2010

Overnight Overnight Overnight Overnight Past Past Past 12 Past 12 2-3 Yrs 2-3 Yrs Visitors Visitors Day Day Months Months Ago Ago 3+ Yrs 3+ Yrs Visitors Visitors All Visitors All Visitors Body Beach 26.0% n/a 20.7% n/a 16.3% n/a 9.0% n/a 21.9% n/a Lake Havasu lighthouses 25.6% 12.9% 28.4% 6.1% 12.9% 3.8% 12.3% 2.8% 23.4% 6.5% Jet Skis/personal watercraft 25.3% 27.9% 23.1% 22.2% 27.9% 21.8% 7.1% 8.4% 19.9% 20.5% Sunbathing 25.3% 40.6% 29.3% 37.6% 40.6% 26.1% 8.3% 21.3% 20.4% 30.7% Avi Resort & Casino 24.9% 11.3% 19.0% 9.2% 11.3% 7.1% 15.6% 9.7% 21.2% 10.0% Bluewater Casino 24.6% 13.4% 19.0% 8.4% 13.4% 5.4% 9.8% 8.8% 19.8% 9.6% Bridgewater Channel 24.2% n/a 23.3% n/a 22.4% n/a 11.1% n/a 21.4% n/a Kingman 24.2% 17.5% 25.0% 16.0% 17.5% 27.2% 32.8% 27.2% 28.0% 21.3% Barley Brothers Restaurant & Brewery 23.5% n/a 18.1% n/a 15.6% n/a 3.3% n/a 18.7% n/a English Village 23.2% 18.6% 19.4% 11.5% 18.6% 9.8% 12.7% 13.8% 20.8% 13.8% Parker Dam 22.1% 12.4% 22.8% 14.5% 12.4% 18.5% 15.2% 12.0% 20.4% 14.3% Picture Rock 21.4% n/a 17.2% n/a 15.1% n/a 10.7% n/a 17.2% n/a College Street Brewhouse & Pub 21.4% n/a 12.9% n/a 5.1% n/a 2.9% n/a 15.6% n/a Camping 20.9% 19.4% 21.8% 17.1% 19.4% 25.4% 6.2% 7.7% 17.3% 19.4% Rotary Park 20.7% n/a 13.4% n/a 10.8% n/a 7.0% n/a 16.5% n/a Desert Bar 20.7% 8.8% 17.2% 6.1% 8.8% 3.8% 4.9% 1.8% 16.5% 6.1% Fishing boats 20.1% 13.3% 19.6% 16.2% 13.3% 11.3% 5.8% 8.4% 16.8% 12.8% Concerts in the Park 19.8% 15.8% 16.9% 7.7% 15.8% 7.7% 4.6% 5.8% 14.7% 10.1% Ski boats 19.4% 13.9% 13.8% 12.0% 13.9% 15.5% 5.4% 5.2% 14.2% 12.0% Havasu 95 Speedway 18.2% 7.2% 9.9% 3.8% 7.2% 2.7% 2.5% 2.8% 12.8% 5.6% Hot air balloon rides 17.9% 13.3% 13.8% 5.1% 13.3% 2.8% 5.4% 3.9% 15.4% 8.9% Narrated London Bridge Historic Walking Tour 17.9% 10.9% 14.2% 7.7% 10.9% 12.7% 6.2% 14.2% 14.8% 11.4% Water skiing 17.6% 17.6% 21.3% 19.7% 17.6% 23.9% 4.1% 9.0% 14.3% 17.9% Bill Williams National Wildlife Refuge 17.5% 4.6% 15.9% 3.8% 4.6% 4.3% 5.3% 5.1% 14.9% 6.1% Hualapai Mountains 17.5% 8.8% 15.9% 9.2% 8.8% 6.0% 11.9% 7.4% 17.1% 8.2%

297 Trends – 51st – 75th Attractions & Activities 2014 2010 2014 2010 2014 2010 2014 2010 2014 2010

Overnight Overnight Overnight Overnight Past Past Past 12 Past 12 2-3 Yrs 2-3 Yrs Visitors Visitors Day Day Months Months Ago Ago 3+ Yrs 3+ Yrs Visitors Visitors All Visitors All Visitors Parker Strip 17.5% 4.1% 8.6% 4.6% 4.1% 7.1% 6.6% 2.3% 13.7% 5.1% Jet Boats 17.2% 18.8% 19.6% 13.7% 18.8% 12.0% 3.7% 7.7% 15.1% 15.7% Houseboats 17.2% 6.7% 12.4% 8.5% 6.7% 16.9% 6.6% 2.6% 13.7% 8.4% Narrated Lake Havasu tour including lighthouses and/or Copper Canyon 17.2% 13.3% 10.7% 6.8% 13.3% 6.0% 2.5% 3.2% 11.9% 8.7% Colorado River Indian Tribes Museum 17.2% 10.8% 17.7% 4.6% 10.8% 6.0% 8.6% 6.5% 16.4% 7.9% Pirate Cove Resort 16.8% n/a 15.9% n/a 10.3% n/a 4.5% n/a 14.3% n/a dog park (various) 16.5% 4.6% 12.9% 3.1% 4.6% 4.9% 7.8% 2.3% 14.2% 4.3% Desert Diamond Distillery 16.5% n/a 17.7% n/a 12.4% n/a 4.1% n/a 14.8% n/a Lake Havasu City Sportsmans' Club - SARA Park 16.5% n/a 11.6% n/a 9.9% n/a 4.9% n/a 13.9% n/a Havasu Springs Resort & Marina 15.8% n/a 16.8% n/a 10.8% n/a 3.3% n/a 14.0% n/a Mud Shark Brewery 15.8% n/a 13.8% n/a 13.1% n/a 4.1% n/a 14.1% n/a Kayaks 15.8% 13.9% 11.6% 4.3% 13.9% 7.0% 6.2% 2.6% 12.9% 8.0% Pontoon boats 15.8% 9.1% 11.6% 7.7% 9.1% 10.6% 2.5% 3.2% 12.0% 8.1% Topock Gorge 15.4% 9.8% 9.9% 1.5% 9.8% 4.3% 9.0% 3.2% 13.9% 6.0% Avalon Park 15.4% n/a 10.8% n/a 10.1% n/a 4.1% n/a 12.5% n/a Helicopter rides 15.4% 15.8% 12.9% 6.8% 15.8% 5.6% 5.4% 5.2% 13.5% 10.7% Topock Maze, aka Mystic Maze 15.1% n/a 11.2% n/a 9.8% n/a 6.1% n/a 14.1% n/a Bowling 14.7% n/a 7.1% n/a 5.8% n/a 4.6% n/a 10.5% n/a Other 4x4 vehicles 14.7% 3.6% 8.0% 1.7% 3.6% 4.9% 2.5% 1.3% 11.6% 3.5% Narrated river tour to Topock Gorge 14.7% 4.2% 10.2% 2.6% 4.2% 3.5% 3.3% 2.6% 11.4% 4.1% Ahakhav Tribal Preserve 14.4% 8.2% 12.1% 3.1% 8.2% 4.3% 4.1% 2.8% 12.3% 5.5% ATVs/UTVs 14.3% 15.2% 12.4% 6.0% 15.2% 7.0% 6.2% 1.9% 13.0% 9.6% Motorcycles / dirt bikes 14.3% 9.1% 13.8% 3.4% 9.1% 9.2% 5.0% 3.2% 12.9% 7.1% Narrated sunset tour 14.3% n/a 6.2% n/a 1.3% n/a 1.7% n/a 10.2% n/a SARA Park 14.0% n/a 9.9% n/a 7.2% n/a 4.1% n/a 12.3% n/a

298 Trends – 76th – 100th Attractions & Activities 2014 2010 2014 2010 2014 2010 2014 2010 2014 2010

Overnight Overnight Overnight Overnight Past Past Past 12 Past 12 2-3 Yrs 2-3 Yrs Visitors Visitors Day Day Months Months Ago Ago 3+ Yrs 3+ Yrs Visitors Visitors All Visitors All Visitors Topock 66 14.0% n/a 12.1% n/a 10.1% n/a 3.3% n/a 12.1% n/a Canoes 13.9% 12.1% 9.8% 9.4% 12.1% 4.2% 3.7% 6.5% 11.8% 9.9% Volleyball 13.9% n/a 7.1% n/a 5.5% n/a 3.7% n/a 9.8% n/a Narrated river tour to Laughlin, NV 13.9% 4.2% 12.4% 3.4% 4.2% 8.5% 7.1% 3.9% 13.6% 5.1% Stetson Winery 13.7% n/a 14.2% n/a 9.3% n/a 3.3% n/a 12.3% n/a Sam's Shooters Emporium 13.7% n/a 8.6% n/a 7.2% n/a 1.6% n/a 11.5% n/a Jeeps 13.6% 7.3% 12.0% 3.4% 7.3% 4.9% 3.3% 3.9% 12.6% 6.8% Jeep Tour 13.6% n/a 12.9% n/a 12.6% n/a 2.1% n/a 12.3% n/a Gallagher's Dining & Pub 13.3% n/a 14.2% n/a 13.6% n/a 5.3% n/a 13.7% n/a Guided canoe/kayak/paddleboard tour 13.2% 4.2% 8.4% 4.3% 4.2% 2.1% 1.7% 2.6% 9.8% 4.4% Volunteering/community service 13.2% 0.0% 8.4% 0.9% 0.0% 6.3% 2.9% 1.3% 11.0% 2.4% Oatman 13.0% 6.2% 14.2% 3.1% 6.2% 7.1% 14.8% 10.1% 15.8% 7.6% Sand Point Marina 13.0% 4.6% 11.6% 2.3% 4.6% 2.7% 2.9% 0.0% 11.1% 2.8% Topock Gorge Full Moon Kayak Tour 12.8% n/a 5.8% n/a 0.6% n/a 2.9% n/a 9.7% n/a Dune buggies/sand rails 12.7% 6.7% 8.4% 4.3% 6.7% 5.6% 4.1% 1.9% 10.9% 6.0% Catfish Paradise 12.6% 6.7% 8.6% 5.3% 6.7% 2.7% 4.9% 0.5% 10.5% 4.4% Beachcomber RV Resort 12.6% n/a 5.2% n/a 2.2% n/a 2.0% n/a 8.9% n/a Nautical Beachfront Resort 12.6% n/a 13.4% n/a 8.8% n/a 4.1% n/a 12.0% n/a Yonder Park 12.6% n/a 9.1% n/a 7.6% n/a 3.3% n/a 10.8% n/a Classic Car events 12.5% n/a 13.3% n/a 14.6% n/a 4.6% n/a 12.8% n/a Tinnell Sports Park (skatepark, BMX) 12.3% n/a 11.2% n/a 6.6% n/a 2.0% n/a 11.6% n/a Bird watching 12.1% 12.1% 10.2% 8.5% 12.1% 6.3% 3.3% 5.8% 9.8% 9.2% Grace Arts Live Theatre 12.1% 3.0% 6.2% 0.0% 3.0% 4.2% 2.5% 2.6% 8.7% 3.3% Five Mile Landing 11.9% 8.8% 13.4% 3.1% 8.8% 2.7% 4.1% 1.8% 11.6% 5.0% Take Off Point Recreation Site 11.9% 2.1% 4.7% 1.5% 2.1% 1.6% 2.0% 1.4% 8.0% 1.6%

299 Trends – 101st – 125th Attractions & Activities 2014 2010 2014 2010 2014 2010 2014 2010 2014 2010

Overnight Overnight Overnight Overnight Past Past Past 12 Past 12 2-3 Yrs 2-3 Yrs Visitors Visitors Day Day Months Months Ago Ago 3+ Yrs 3+ Yrs Visitors Visitors All Visitors All Visitors Small plane rides 11.7% n/a 10.2% n/a 6.1% n/a 3.7% n/a 11.2% n/a Mountain Biking Tour 11.7% n/a 8.0% n/a 2.1% n/a 3.7% n/a 10.7% n/a Crazy Horse Campgrounds 11.6% 7.2% 13.8% 4.6% 7.2% 4.3% 3.3% 2.3% 11.5% 6.0% Lake Havasu Concert Association Series/Performing 10.2% Arts Center 11.4% 12.7% 8.4% 7.7% 12.7% 5.6% 4.6% 3.2% 8.7% Museum of History Monthly Presentations 11.4% n/a 9.8% n/a 0.0% n/a 1.2% n/a 9.2% n/a Cattail Cove State Park 11.2% 6.2% 9.9% 3.1% 6.2% 3.8% 2.5% 1.4% 9.7% 3.8% Site Six Launch Ramp 11.2% 5.2% 6.9% 1.5% 6.2% 2.7% 3.7% 0.5% 10.0% 3.0% Wakeboarding 11.0% 15.2% 9.3% 6.8% 15.2% 8.5% 2.1% 3.9% 8.4% 10.1% Rock climbing 11.0% 7.3% 9.8% 6.0% 7.3% 6.3% 2.1% 4.5% 8.9% 6.8% Mountain biking 11.0% n/a 8.9% n/a 7.7% n/a 2.5% n/a 8.5% n/a Islander Resort 10.9% n/a 8.6% n/a 6.3% n/a 2.0% n/a 9.6% n/a SARA Park Rodeo Grounds 10.5% n/a 9.9% n/a 9.4% n/a 4.5% n/a 10.5% n/a Ultralight rides 10.3% 3.0% 8.0% 0.0% 3.0% 4.2% 2.5% 1.9% 9.8% 2.6% Golf 10.3% 20.0% 8.0% 11.1% 8.2% 12.0% 2.5% 3.9% 8.2% 13.7% Fourth Friday Concert Series/Refuge Golf & Country 9.0% Club 10.3% 2.4% 6.2% 0.0% 2.4% 3.5% 1.2% 0.6% 2.7% The Courses at London Bridge Golf Club: Nassau Golf Course 10.2% 5.7% 4.7% 1.5% 3.6% 5.4% 0.8% 1.4% 6.9% 3.9% Wheeler Park 10.2% n/a 9.1% n/a 8.8% n/a 2.9% n/a 10.3% n/a Grand Island Park Disc Golf Course (Frisbee golf) 9.8% n/a 8.6% n/a 5.9% n/a 3.7% n/a 10.1% n/a Sailboats/catamarans 9.5% 9.7% 10.7% 3.4% 9.7% 6.3% 2.5% 4.5% 8.8% 7.1% Disc / Frisbee Golf 9.5% n/a 5.3% n/a 4.1% n/a 2.1% n/a 6.3% n/a Realtor Park 9.5% n/a 7.3% n/a 6.1% n/a 2.9% n/a 8.9% n/a Target shooting / skeet shooting 9.2% n/a 6.7% n/a 6.5% n/a 2.5% n/a 7.4% n/a Wake surfing 9.2% n/a 5.8% n/a 5.5% n/a 2.5% n/a 6.7% n/a Mohave Resort Golf Club (at Avi Resort & Casino) 9.1% 10.3% 5.2% 8.4% 4.6% 5.4% 4.5% 7.4% 8.5% 7.7% Archery 8.8% n/a 5.8% n/a 4.5% n/a 3.7% n/a 6.7% n/a 300 Trends – 126th – 150th Attractions & Activities

2014 2010 2014 2010 2014 2010 2014 2010 2014 2010

Overnight Overnight Overnight Overnight Past Past Past 12 Past 12 2-3 Yrs 2-3 Yrs Visitors Visitors Day Day Months Months Ago Ago 3+ Yrs 3+ Yrs Visitors Visitors All Visitors All Visitors Rock hounding 8.8% 4.2% 6.2% 1.7% 4.2% 7.7% 2.1% 5.2% 6.4% 5.1% RC planes 8.8% n/a 5.8% n/a 4.2% n/a 3.3% n/a 6.7% n/a RC cars 8.8% n/a 4.0% n/a 2.9% n/a 1.2% n/a 5.4% n/a Black Meadow Landing 8.8% 5.2% 7.3% 1.5% 5.2% 2.2% 1.2% 1.4% 8.0% 3.2% Moabi Regional Park / Pirate's Cove 8.8% 3.1% 8.6% 0.8% 3.1% 1.1% 2.9% 0.9% 8.2% 2.1% Bridgewater Links Golf Course 8.8% 5.2% 5.6% 1.5% 5.2% 1.1% 0.0% 2.3% 7.5% 3.7% Jack Hardie Park 8.8% n/a 5.6% n/a 4.5% n/a 2.9% n/a 7.9% n/a Tennis 8.4% n/a 6.7% n/a 6.2% n/a 1.7% n/a 7.0% n/a Dick Samp Memorial Park 8.4% n/a 7.3% n/a 5.4% n/a 4.1% n/a 9.0% n/a Los Lagos Golf Club 8.1% n/a 4.7% n/a 4.2% n/a 2.5% n/a 6.9% n/a Emerald Canyon Golf Course 7.4% 8.2% 8.6% 0.8% 8.2% 3.3% 1.6% 2.3% 7.9% 4.5% Stand Up Paddleboard 7.3% 2.4% 5.3% 1.7% 2.4% 2.8% 1.2% 0.0% 5.8% 2.4% Scuba diving 7.3% 4.2% 3.6% 4.3% 4.2% 2.1% 4.1% 4.5% 6.5% 5.1% Island Golf Club 7.0% n/a 5.6% n/a 7.2% n/a 1.2% n/a 6.6% n/a River's Edge Golf Course (formerly Needles Municipal Golf Course) 7.0% 1.5% 3.4% 0.8% 1.5% 1.1% 2.5% 0.5% 6.8% 1.5% El Rio Golf Club (now closed) 7.0% n/a 5.2% n/a 6.2% n/a 3.3% n/a 7.0% n/a Chaparral Golf & Country Club 7.0% n/a 5.2% n/a 5.1% n/a 0.8% n/a 6.3% n/a Cerbat Cliffs Golf Course 6.7% 3.6% 3.4% 1.5% 3.6% 3.3% 1.6% 0.5% 6.1% 3.4% The Courses at London Bridge Golf Club: The Old London Golf Course 6.7% n/a 5.6% n/a 5.7% n/a 2.0% n/a 6.7% n/a Skateboarding 6.6% 4.8% 5.3% 2.6% 4.8% 2.8% 2.1% 2.6% 6.2% 5.4% Flyboarding 6.6% n/a 5.3% n/a 0.1% n/a 1.2% n/a 5.1% n/a RC boats 6.6% n/a 6.7% n/a 4.7% n/a 2.5% n/a 6.3% n/a Refuge Golf & Country Club 6.3% 2.4% 4.3% 0.0% 3.6% 3.5% 0.8% 0.6% 5.8% 2.7% Hunting 6.2% 6.1% 4.0% 0.9% 6.1% 4.2% 2.5% 2.6% 5.6% 4.7% Laughlin Ranch Golf Club 6.0% n/a 3.9% n/a 2.8% n/a 2.0% n/a 6.0% n/a 301 Trends – 151st – 154th Attractions & Activities

2014 2010 2014 2010 2014 2010 2014 2010 2014 2010

Overnight Overnight Overnight Overnight Past Past Past 12 Past 12 2-3 Yrs 2-3 Yrs Visitors Visitors Day Day Months Months Ago Ago 3+ Yrs 3+ Yrs Visitors Visitors All Visitors All Visitors Road Biking 5.9% n/a 4.9% n/a 3.6% n/a 2.1% n/a 5.7% n/a Huukan Golf Club (formerly Desert Lakes Golf Course) 5.6% n/a 4.7% n/a 4.9% n/a 1.2% n/a 6.3% n/a Geocaching 4.8% n/a 4.4% n/a 1.6% n/a 2.1% n/a 4.7% n/a ASU Lecture Series 2.1% n/a 0.7% n/a 0.0% n/a 2.1% n/a 6.5% n/a

302 Trends – Attractions & Activities % Difference 2014 compared to 2010

% % Difference Difference - Recent - Recent Change in popularity in 2014 compared to 2010 Overnight Change in popularity in 2014 compared to 2010 Overnight Boating (of all kinds) 16.3% Gambling 8.8% Lake Havasu State Park 16.1% Hualapai Mountains 8.7% Route 66 Museum 16.0% Sand Point Marina 8.4% The Aquatic Center 14.7% Laughlin area casinos 8.2% Avi Resort & Casino 13.6% Island Fashion Mall 8.0% Parker Strip 13.4% Havasu Landing Resort & Casino 7.9% Fourth Friday Concert Series/Refuge Golf & Country Club 7.9% Bill Williams National Wildlife Refuge 12.9% Ultralight rides 7.3% Lake Havasu Marina 12.9% Narrated London Bridge Historic Walking Tour 7.0% Lake Havasu lighthouses 12.7% Fishing boats 6.8% London Bridge 12.6% Lake Havasu 6.8% Desert Bar 11.9% Oatman 6.8% dog park (various) 11.9% Kingman 6.7% 11.6% Lake Havasu Museum of History Pontoon boats 6.7% Bluewater Casino 11.2% Colorado River Indian Tribes Museum 6.4% Shops at Lake Havasu Mall 11.1% Jeeps 6.3% Other 4x4 vehicles 11.1% Havasu National Wildlife Refuge 6.2% Havasu 95 Speedway 11.0% Ahakhav Tribal Preserve 6.2% Houseboats 10.5% Site Six Launch Ramp 6.0% Narrated river tour to Topock Gorge 10.5% Dune buggies/sand rails 6.0% Rotary Community Park Beach 10.3% Catfish Paradise 5.9% Take Off Point Recreation Site 9.8% Moabi Regional Park / Pirate's Cove 5.7% Narrated river tour to Laughlin, NV 9.7% Topock Gorge 5.6% Parker Dam 9.7% River's Edge Golf Course (formerly Needles Municipal Golf 5.5% Copper Canyon 9.4% Course) Grace Arts Live Theatre 9.1% Ski boats 5.5% Guided canoe/kayak/paddleboard tour 9.0% Motorcycles / dirt bikes 5.2% 303 Trends – Attractions & Activities % Difference 2014 compared to 2010

% % Difference Difference - Recent - Recent Change in popularity in 2014 compared to 2010 Overnight Change in popularity in 2014 compared to 2010 Overnight Cattail Cove State Park 5.0% Hunting 0.1% Stand Up Paddleboard 4.9% Bird watching 0.0% Hot air balloon rides 4.6% Water skiing 0.0% Rock hounding 4.6% English Village 4.6% Sailboats/catamarans -0.2% The Courses at London Bridge Golf Club: Nassau Golf Helicopter rides -0.4% 4.5% Course Emerald Canyon Golf Course -0.8% Crazy Horse Campgrounds 4.4% ATVs/UTVs -0.9% Concerts in the Park 4.0% Mohave Resort Golf Club (at Avi Resort & Casino) -1.2% Narrated Lake Havasu tour including lighthouses and/or Lake Havasu Concert Association Series/Performing Arts 3.9% -1.3% Copper Canyon Center Refuge Golf & Country Club 3.9% Hiking -1.4% London Bridge Beach 3.8% Jet Boats -1.6% Rock climbing 3.7% Jet Skis/personal watercraft -2.6% Black Meadow Landing 3.6% Fishing -2.8% Bridgewater Links Golf Course 3.6% Wakeboarding -4.2% Five Mile Landing 3.1% Golf -9.7% Scuba diving 3.1% Sunbathing -15.3% Cerbat Cliffs Golf Course 3.1% Swimming -15.6% Historic Route 66 2.5% Main Street/McCulloch Blvd./Downtown Havasu District 2.1% Kayaks 1.9% Canoes 1.8% Skateboarding 1.8% Camping 1.5% Walking 1.1% 304 TRENDS - Top 25 Attractions and Activities

Overnight Past Overnight Past 2014 12 Months 2010 12 Months Lake Havasu 62.5% Lake Havasu 55.7% Boating (of all kinds) 59.8% Boating (of all kinds) 59.7% Lake Havasu State Park 49.1% Swimming 53.3% London Bridge 42.5% Lake Havasu State Park/Windsor Beach 44.8% Gambling 42.1% Sunbathing 40.6% London Bridge Beach 40.4% Historic Route 66 37.1% Historic Route 66 39.6% London Bridge Beach 36.6% The Sand Bar 39.3% Walking 33.3% Shops at Lake Havasu Mall 38.9% Gambling 33.3% Colorado River Beaches – miscellaneous 37.9% Fishing 30.3% Swimming 37.7% London Bridge 29.9% Route 66 Museum 36.1% Hiking 28.5% Walking 34.4% Jet Skis/personal watercraft 27.9% Havasu Landing Resort & Casino 31.6% Shops at Havasu Mall 27.8% Laughlin area casinos 30.9% Main Street / McCullough Blvd. / uptown shops 25.3% The Aquatic Center 30.2% Havasu Landing Resort & Casino 23.7% Lake Havasu Museum of History 29.1% Laughlin area casinos 22.7% Island Fashion Mall 29.1% Havasu National Wildlife Refuge 22.2% Havasu National Wildlife Refuge 28.4% Island Fashion Mall 21.1% Lake Havasu Marina 28.4% Biking 20.6% Fishing 27.5% Route 66 Museum 20.1% Copper Canyon 27.4% Golf 20.0% Main Street/McCulloch Blvd./Downtown Havasu District 27.4% Camping 19.4% Hiking 27.1% Jet boats 18.8% London Bridge Plaza Swap Meet 26.7% English Village 18.6% Body Beach 26.0% Copper Canyon 18.0%

305 TRENDS: Top Attractions and Activities

• The attractions and activities had higher levels of participation in 2014 than 2010, reflecting the apparent increases in visitors. • Lake Havasu itself is still the most popular attraction, cited by 62.5% of visitors in 2014, up from 55.7% in 2010. • Boating is the most popular activity, with gambling moving into 2nd place to overtake swimming and sunbathing. • Moved up in rank in 2014 over 2010: – Lake Havasu State Park – Gambling – London Bridge – Shops at Havasu Mall • New additions to the top 25: – Sand Bar – Aquatic Center

306 Executive Summary: Top Attractions and Activities

• The diversity of the top 25 attractions and activities reflects just how much Lake Havasu City offers its visitors to see and do, making it a vacation destination that can serve the full range of visitor types and segments. • Lake Havasu is THE most popular attraction of the 157 attractions and activities measured. • Four of the top five attractions and activities are lake-related: Lake Havasu, Lake Havasu State Park / Windsor Beach, London Bridge and London Bridge Beach. • Also very important are the historic attractions and related activities, as well as gambling and fishing: – Historic Route 66 – Historic Route 66 Museum – Lake Havasu Museum of History • Rounding out the top 25 are boat related activities, shopping and other outdoor pursuits such as hiking and swimming: – Shops at Lake Havasu Mall – Havasu Landing Resort & Casino – Laughlin area casinos

307 WHAT WILL BRING VISITORS BACK: ATTRACTIONS AND ACTIVITIES RANKED

308 Top 25 Attractions and Activities That Would Prompt Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Lake Havasu 36.8% 41.8% 39.7% 32.6% 33.6% Gambling 36.6% 36.4% 27.0% 29.0% 34.1% London Bridge Beach 33.3% 30.2% 39.7% 36.9% 31.9% Lake Havasu State Park 33.0% 32.8% 48.3% 32.8% 31.6% Historic Route 66 31.9% 25.9% 31.4% 27.0% 27.6% Shops at Lake Havasu Mall 30.9% 23.7% 23.0% 18.4% 24.4% London Bridge 29.1% 23.3% 28.2% 34.8% 27.6% Swimming 28.9% 21.8% 44.7% 17.4% 21.3% Havasu National Wildlife Refuge 28.8% 26.7% 17.8% 28.3% 27.2% Colorado River Beaches - miscellaneous 27.7% 34.5% 31.3% 23.0% 26.9% Havasu Landing Resort & Casino 27.4% 27.2% 25.3% 18.4% 24.6% Laughlin area casinos 26.7% 23.7% 24.7% 26.6% 24.1% The Sand Bar 26.3% 26.3% 10.3% 21.3% 24.6% The Aquatic Center 25.3% 28.0% 19.0% 24.6% 24.7% Copper Canyon 25.3% 27.2% 22.4% 26.2% 26.0% London Bridge Plaza Swap Meet 24.6% 20.3% 9.8% 16.8% 20.7% Hot air balloon rides 24.5% 21.8% 17.0% 19.5% 22.6% Jet Skis/personal watercraft 24.5% 24.4% 25.8% 13.7% 19.8% Bridgewater Channel 24.2% 20.7% 23.6% 17.2% 20.2% Lake Havasu Museum of History 24.2% 18.1% 13.8% 21.7% 20.0% Lake Havasu lighthouses 23.9% 21.6% 9.2% 24.6% 22.5% Bluewater Casino 23.9% 21.6% 18.4% 16.4% 20.1% Body Beach 23.5% 19.0% 17.9% 16.4% 20.6% Route 66 Museum 23.2% 25.4% 19.0% 26.6% 23.4% Picture Rock 22.5% 21.1% 17.6% 20.5% 19.9% Rotary Park 22.1% 18.1% 9.8% 13.5% 18.2%

309 26th-50th Top Attractions and Activities That Would Prompt Return

Overnight Past Overnight 2-3 Past Visitors 3+ 12 Months Yrs Ago Yrs Day Visitors All Visitors Walking 22.0% 14.7% 22.0% 21.2% 18.2% Avi Resort & Casino 21.4% 12.9% 12.1% 16.8% 16.2% Helicopter rides 21.2% 19.1% 17.0% 12.4% 18.1% Hualapai Mountains 21.1% 21.1% 14.4% 23.4% 21.6% Main Street/McCulloch Blvd./Downtown Havasu District 21.1% 21.6% 17.8% 15.6% 19.6% Houseboats 20.9% 22.2% 13.2% 19.9% 19.8% Lake Havasu Marina 20.7% 14.7% 14.4% 9.8% 15.4% Stetson Winery 20.4% 18.1% 16.8% 12.7% 18.4% Narrated London Bridge Historic Walking Tour 20.1% 17.8% 9.4% 17.0% 18.2% Bill Williams National Wildlife Refuge 20.0% 19.4% 5.1% 22.5% 19.9% Island Fashion Mall 20.0% 17.7% 20.1% 14.3% 17.9% Concerts in the Park 19.8% 20.9% 18.2% 20.3% 20.2% Narrated Lake Havasu tour including lighthouses and/or Copper Canyon 19.8% 16.9% 11.3% 21.6% 18.9% English Village 19.6% 16.8% 20.1% 16.4% 17.8% Narrated river tour to Laughlin, NV 19.0% 15.6% 8.2% 15.4% 16.5% Colorado River Indian Tribes Museum 18.9% 22.0% 14.4% 20.5% 20.1% Barley Brothers Restaurant & Brewery 18.9% 18.5% 17.9% 13.5% 17.1% Mud Shark Brewery 18.9% 21.1% 18.4% 12.3% 17.5% Fishing 18.3% 17.8% 28.9% 12.0% 15.3% Topock Maze, aka Mystic Maze 18.2% 19.0% 10.6% 19.3% 18.3% Crazy Horse Campgrounds 17.9% 16.8% 5.2% 11.5% 14.6% Ahakhav Tribal Preserve 17.5% 15.9% 8.0% 18.0% 17.9% Havasu Springs Resort & Marina 17.2% 17.7% 12.1% 10.7% 14.3% Ski boats 16.8% 15.1% 12.6% 7.5% 13.2% Sunbathing 16.8% 19.1% 35.2% 10.8% 14.6%

310 51st-75th Top Attractions and Activities That Would Prompt Return

Overnight Past Overnight 2-3 Past Visitors 3+ 12 Months Yrs Ago Yrs Day Visitors All Visitors SARA Park 16.8% 17.2% 12.4% 11.9% 15.2% Camping 16.8% 20.0% 17.6% 15.8% 16.4% ATVs/UTVs 16.8% 12.0% 13.2% 9.5% 13.3% Narrated sunset tour 16.8% 14.7% 12.9% 16.6% 16.4% Catfish Paradise 16.8% 14.7% 5.2% 9.0% 13.9% Gallagher's Dining & Pub 16.8% 12.9% 12.9% 9.0% 14.1% Havasu 95 Speedway 16.8% 17.7% 11.5% 7.4% 14.2% Nautical Beachfront Resort 16.5% 12.9% 13.8% 8.6% 12.8% Hiking 16.5% 17.3% 25.8% 16.2% 15.4% College Street Brewhouse & Pub 16.1% 15.5% 11.6% 11.1% 14.1% Parker Dam 16.1% 13.4% 11.5% 16.8% 15.2% Fishing boats 16.1% 15.6% 16.4% 9.1% 14.6% Classic Car events 16.1% 16.9% 15.8% 17.8% 16.0% Topock Gorge 15.8% 19.0% 10.9% 17.6% 17.6% Kingman 15.8% 14.2% 16.7% 14.3% 14.9% Parker Strip 15.8% 9.5% 5.2% 10.2% 12.8% Kayaks 15.8% 10.7% 18.9% 10.4% 13.3% Oatman 15.4% 17.2% 8.6% 16.4% 15.3% dog park (various) 15.4% 15.1% 1.7% 11.1% 13.9% Sam's Shooters Emporium 15.4% 12.9% 6.3% 8.6% 14.0% Jet Boats 15.4% 15.1% 20.8% 9.5% 13.7% Pirate Cove Resort 15.1% 17.2% 12.1% 16.4% 17.6% Desert Bar 15.1% 15.1% 6.3% 8.2% 13.5% Ultralight rides 15.0% 11.6% 5.7% 8.3% 12.6% Guided canoe/kayak/paddleboard tour 15.0% 14.2% 7.5% 11.6% 12.8%

311 76th-100th Top Attractions and Activities That Would Prompt Return

Overnight Past Overnight 2-3 Past Visitors 3+ 12 Months Yrs Ago Yrs Day Visitors All Visitors Topock Gorge Full Moon Kayak Tour 15.0% 11.6% 8.7% 10.4% 13.6% Moabi Regional Park / Pirate's Cove 14.7% 15.9% 4.6% 9.4% 13.5% Yonder Park 14.7% 11.6% 8.8% 5.7% 11.6% Narrated river tour to Topock Gorge 14.7% 17.3% 4.4% 13.3% 15.1% Black Meadow Landing 14.4% 14.2% 2.9% 7.8% 11.7% Desert Diamond Distillery 14.4% 16.8% 15.2% 11.1% 15.5% Grand Island Park Disc Golf Course (Frisbee golf) 14.4% 10.8% 6.2% 5.3% 11.4% Lake Havasu Concert Association Series/Performing Arts Center 14.3% 12.9% 11.9% 12.0% 13.6% Jeep Tour 14.3% 14.7% 13.5% 8.3% 12.8% Islander Resort 14.0% 11.2% 6.8% 8.6% 11.6% Jack Hardie Park 14.0% 12.1% 8.1% 6.6% 11.1% Water skiing 13.9% 12.4% 10.7% 7.5% 11.6% Jeeps 13.9% 10.2% 8.2% 6.6% 11.1% Museum of History Monthly Presentations 13.9% 12.9% 7.1% 9.1% 12.6% Mountain Biking Tour 13.9% 11.1% 10.6% 9.1% 12.1% Beachcomber RV Resort 13.7% 12.9% 9.4% 7.0% 10.8% Topock 66 13.7% 15.1% 12.2% 9.4% 12.9% Pontoon boats 13.6% 16.0% 9.4% 9.5% 14.2% Dune buggies/sand rails 13.6% 17.3% 5.7% 10.0% 13.6% Motorcycles / dirt bikes 13.6% 12.4% 6.9% 7.9% 13.9% Cattail Cove State Park 13.3% 14.2% 4.6% 10.2% 12.5% Tinnell Sports Park (skatepark, BMX) 13.3% 8.2% 7.1% 4.5% 10.0% Avalon Park 13.0% 12.5% 11.9% 9.0% 12.3% Grace Arts Live Theatre 12.8% 12.0% 6.3% 8.7% 11.8% Sand Point Marina 12.6% 15.1% 7.5% 8.6% 12.0%

312 101st-125th Top Attractions and Activities That Would Prompt Return

Overnight Past Overnight 2-3 Past Visitors 3+ 12 Months Yrs Ago Yrs Day Visitors All Visitors Dick Samp Memorial Park 12.6% 13.4% 9.1% 5.3% 11.2% Canoes 12.5% 15.6% 9.4% 6.2% 12.0% Small plane rides 12.1% 13.3% 9.8% 9.5% 12.3% Bird watching 12.1% 9.3% 12.6% 6.6% 9.0% Other 4x4 vehicles 12.1% 12.9% 2.5% 5.8% 11.7% Five Mile Landing 11.9% 15.5% 5.7% 7.4% 11.3% Fourth Friday Concert Series/Refuge Golf & Country Club 11.7% 10.2% 8.2% 6.2% 9.2% Volunteering/community service 11.7% 12.4% 1.3% 4.1% 11.8% Wheeler Park 11.6% 10.8% 9.2% 7.4% 10.6% SARA Park Rodeo Grounds 11.6% 12.9% 10.9% 9.0% 11.4% Wakeboarding 11.4% 8.4% 15.7% 3.3% 7.5% Mountain biking 11.4% 9.3% 9.4% 7.9% 9.7% Target shooting / skeet shooting 11.0% 6.2% 8.4% 7.1% 8.4% Mohave Resort Golf Club (at Avi Resort & Casino) 10.9% 6.9% 5.5% 5.7% 8.2% Rock climbing 10.6% 10.2% 10.1% 5.8% 8.5% Rock hounding 10.6% 8.4% 6.9% 8.3% 8.5% Scuba diving 10.6% 10.2% 6.9% 7.5% 9.3% Site Six Launch Ramp 10.5% 12.5% 6.9% 6.6% 9.4% Huukan Golf Club (formerly Desert Lakes Golf Course) 10.5% 7.8% 5.1% 3.3% 7.8% Golf 10.3% 7.6% 19.5% 4.1% 7.8% Bowling 10.3% 9.3% 8.7% 7.9% 9.1% Disc / Frisbee Golf 10.3% 8.0% 5.2% 4.1% 7.2% Wake surfing 10.3% 10.7% 8.9% 4.1% 8.2% Take Off Point Recreation Site 10.2% 12.5% 1.7% 6.1% 10.2% Emerald Canyon Golf Course 10.2% 11.2% 7.5% 3.7% 8.4%

313 126th-150th Top Attractions and Activities That Would Prompt Return

Overnight Past 12 Overnight 2-3 Yrs Past Visitors 3+ Months Ago Yrs Day Visitors All Visitors The Courses at London Bridge Golf Club: Nassau Golf Course 10.2% 7.8% 6.9% 3.7% 8.4% The Courses at London Bridge Golf Club: The Old London Golf Course 10.2% 7.3% 6.3% 3.7% 7.5% Sailboats/catamarans 9.9% 12.4% 7.5% 10.0% 10.1% Road Biking 9.9% 9.3% 17.0% 5.0% 7.9% Refuge Golf & Country Club 9.8% 7.8% 6.3% 3.3% 7.3% Cerbat Cliffs Golf Course 9.8% 8.2% 4.6% 2.9% 7.5% Island Golf Club 9.8% 9.1% 9.2% 1.6% 7.1% Los Lagos Golf Club 9.8% 7.3% 6.4% 3.3% 7.0% Laughlin Ranch Golf Club 9.8% 9.1% 3.2% 3.7% 8.8% RC boats 9.5% 8.4% 6.3% 4.1% 7.0% Bridgewater Links Golf Course 9.5% 10.3% 9.2% 2.9% 7.4% River's Edge Golf Course (formerly Needles Municipal Golf Course) 9.5% 7.8% 2.3% 2.5% 7.5% Stand Up Paddleboard 9.2% 8.4% 4.4% 6.2% 8.0% Tennis 8.8% 7.1% 6.9% 4.1% 6.5% Hunting 8.8% 7.1% 6.3% 4.6% 7.2% ASU Lecture Series 8.8% 9.8% 4.4% 4.1% 8.2% Realtor Park 8.8% 9.5% 7.7% 6.1% 9.5% Archery 8.4% 8.0% 4.3% 6.2% 7.0% RC cars 8.4% 6.7% 5.1% 5.8% 7.1% Geocaching 8.4% 8.4% 3.6% 6.2% 7.5% Chaparral Golf & Country Club 8.4% 7.3% 6.3% 3.3% 6.5% Lake Havasu City Sportsmans' Club - SARA Park 8.4% 10.3% 12.5% 5.7% 10.1% Skateboarding 8.1% 5.8% 5.7% 5.0% 6.4% RC planes 8.1% 6.2% 6.7% 4.6% 6.2% Flyboarding 7.3% 6.7% 5.8% 3.3% 5.7% Volleyball 7.0% 6.2% 8.1% 4.6% 5.5%

314 151st Top Attraction and Activity That Would Prompt Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors El Rio Golf Club (now closed) 0.8% 0.3% 0.2% 0.3% 0.4%

315 TRENDS: Top 25 Attractions and Activities That Would Prompt Return

Overnight Overnight Past 12 Past 12 2014 Months 2010 Months Lake Havasu 36.8% Lake Havasu 53.4% Gambling 36.6% Lake Havasu State Park/Windsor Beach 48.3% London Bridge Beach 33.3% Swimming 44.7% Lake Havasu State Park 33.0% London Bridge Beach 39.7% Historic Route 66 31.9% Sunbathing 35.2% Shops at Lake Havasu Mall 30.9% Historic Route 66 34.5% London Bridge 29.1% Fishing 28.9% Swimming 28.9% London Bridge 28.2% Havasu National Wildlife Refuge 28.8% Gambling 27.0% Colorado River Beaches - miscellaneous 27.7% Jet Skis/personal watercraft 25.8% Havasu Landing Resort & Casino 27.4% Hiking 25.8% Laughlin area casinos 26.7% Havasu Landing Resort & Casino 25.3% The Sand Bar 26.3% Laughlin area casinos 24.7% The Aquatic Center 25.3% Shops at Havasu Mall 23.0% Copper Canyon 25.3% Copper Canyon 22.4% London Bridge Plaza Swap Meet 24.6% Walking 22.0% Hot air balloon rides 24.5% Jet boats 20.8% Jet Skis/personal watercraft 24.5% Island Fashion Mall 20.1% Bridgewater Channel 24.2% English Village 20.1% Lake Havasu Museum of History 24.2% Golf 19.5% Lake Havasu lighthouses 23.9% Route 66 Museum 19.0% Bluewater Casino 23.9% Aquatic Center/indoor water park 19.0% Body Beach 23.5% Kayaks 18.9% Route 66 Museum 23.2% Bluewater Casino 18.4% Picture Rock 22.5% Concerts in the Park 18.2%

316 TRENDS: Top Attractions and Activities That Would Prompt Visitors To Return

• The most noteworthy change in 2014 is that gambling advanced to the number 2 spot in terms of what most interested visitors in returning, up from 9th position in 2010. • London Bridge Beach and Lake Havasu State Park moved to the number 3 and 4 rank respectively, shifting the trend toward attraction-based interest compared to 2010 when swimming and sunbathing featured prominently in the top 5 items attracting visitors for repeat visits. • Moved up in rank in 2014 compared to 2010: – Gambling – London Bridge Beach – Lake Havasu State Park – Route 66 – Shops at Lake Havasu Mall – London Bridge

• New additions to the top 25 list in 2014: – Havasu National Wildlife Refuge – The Sand Bar – London Bridge Plaza Swap Meet – Hot air balloon rides – Bridgewater Channel – Lake Havasu lighthouses – Bluewater Casino

317 Executive Summary: Top Attractions and Activities That Would Prompt Visitors To Return

• Lake Havasu is the most popular attraction and gambling is THE most popular activity of the 159 attractions and activities measured. • The top five activities and attractions that would prompt visitors to return to Lake Havasu City are: – Lake Havasu – Gambling – London Bridge Beach – Lake Havasu State Park – Route 66

• London Bridge is ranked number 7 in likelihood to prompt visitors to return. • The middle of the list is equally dominated by outdoor activities/attractions and casinos.

318 COMPARISON OF WHAT VISITORS WERE DOING TO WHAT WILL BRING VISITORS BACK

319 Comparison of Top 25 Attractions and Activities That Would Prompt Return To What They Currently Do (Ranked by Top 25 Things That Would Prompt Return) Highlights show where boosts are achieved. (summary of boost features is shown at the end of this section) For those items which show a negative percentage, it does not indicate that fewer people will visit in the future, but rather that these would be less likely to be the features that prompt a return visit.

What Would Bring You Back Currently Doing Difference Lake Havasu 41.8% 62.5% -20.7% Gambling 36.6% 42.1% -5.5% London Bridge Beach 33.3% 40.4% -7.0% Lake Havasu State Park 33.0% 49.1% -16.1% Historic Route 66 31.9% 38.6% -6.7% Shops at Lake Havasu Mall 30.9% 38.9% -8.1% London Bridge 29.1% 42.5% -13.3% Swimming 28.9% 37.7% -8.8% Havasu National Wildlife Refuge 28.8% 28.4% 0.4% Colorado River Beaches - miscellaneous 27.7% 37.9% -10.2% Havasu Landing Resort & Casino 27.4% 31.6% -4.2% Laughlin area casinos 26.7% 30.9% -4.2% The Sand Bar 26.3% 39.3% -13.0% The Aquatic Center 25.3% 30.2% -4.9% Copper Canyon 25.3% 27.4% -2.1% London Bridge Plaza Swap Meet 24.6% 26.7% -2.1% Hot air balloon rides 24.5% 17.9% 6.6% Jet Skis/personal watercraft 24.5% 25.3% -0.7% Bridgewater Channel 24.2% 24.2% 0.0% Lake Havasu Museum of History 24.2% 29.1% -4.9% Lake Havasu lighthouses 23.9% 25.6% -1.8% Bluewater Casino 23.9% 24.6% -0.7% Body Beach 23.5% 26.0% -2.5% Route 66 Museum 23.2% 36.1% -13.0% Picture Rock 22.5% 21.4% 1.1% Rotary Community Park Beach 22.1% 19.6% 2.5% Walking 22.0% 34.4% -12.5%

320 Comparison of Top 26th-50th Attractions and Activities That Would Prompt Return To What They Currently Do (Ranked by Top 26-50 Things That Would Prompt Return)

What Would Bring You Back Currently Doing Difference Avi Resort & Casino 21.4% 17.9% 3.5% Helicopter rides 21.2% 15.4% 5.9% Hualapai Mountains 21.1% 17.5% 3.5% Main Street/McCulloch Blvd./Downtown Havasu District 21.1% 27.4% -6.3% Houseboats 20.9% 17.2% 3.7% Lake Havasu Marina 20.7% 28.4% -7.7% Stetson Winery 20.4% 13.7% 6.7% Narrated London Bridge Historic Walking Tour 20.1% 17.9% 2.2% Bill Williams National Wildlife Refuge 20.0% 17.5% 2.5% Island Fashion Mall 20.0% 29.1% -9.1% Concerts in the Park 19.8% 19.8% 0.0% Narrated Lake Havasu tour including lighthouses and/or Copper Canyon 19.8% 17.2% 2.6% English Village 19.6% 23.2% -3.5% Narrated river tour to Laughlin, NV 19.0% 13.9% 5.1% Colorado River Indian Tribes Museum 18.9% 17.2% 1.8% Barley Brothers Restaurant & Brewery 18.9% 23.5% -4.6% Mud Shark Brewery 18.9% 15.8% 3.2% Fishing 18.3% 27.5% -9.2% Topock Maze, aka Mystic Maze 18.2% 15.1% 3.2% Crazy Horse Campgrounds 17.9% 11.6% 6.3% Ahakhav Tribal Preserve 17.5% 14.4% 3.2% Havasu Springs Resort & Marina 17.2% 15.8% 1.4% Ski boats 16.8% 19.4% -2.6% Sunbathing 16.8% 25.3% -8.4% Camping 16.8% 20.9% -4.0%

321 Ranking of Items That Would Give A Boost For Return Visits (Ranked By Boost Percentage) There are many features in the Lake Havasu City area that would draw more participants than they are currently getting. These may be features that, if promoted, would benefit everything in the area by drawing back more return visitors.

What Would Bring You Back Currently Doing Difference Stetson Winery 20.4% 13.7% 6.7% ASU Lecture Series 8.8% 2.1% 6.7% Hot air balloon rides 24.5% 17.9% 6.6% Crazy Horse Campgrounds 17.9% 11.6% 6.3% Moabi Regional Park / Pirate's Cove 14.7% 8.8% 6.0% Helicopter rides 21.2% 15.4% 5.9% Black Meadow Landing 14.4% 8.8% 5.6% Jack Hardie Park 14.0% 8.8% 5.3% Narrated river tour to Laughlin, NV 19.0% 13.9% 5.1% Huukan Golf Club (formerly Desert Lakes Golf Course) 10.5% 5.6% 4.9% Ultralight rides 15.0% 10.3% 4.8% Grand Island Park Disc Golf Course (Frisbee golf) 14.4% 9.8% 4.6% Dick Samp Memorial Park 12.6% 8.4% 4.2% Catfish Paradise 16.8% 12.6% 4.2% Road Biking 9.9% 5.9% 4.0% Nautical Beachfront Resort 16.5% 12.6% 3.9% Laughlin Ranch Golf Club 9.8% 6.0% 3.9% Houseboats 20.9% 17.2% 3.7% Classic Car events 16.1% 12.5% 3.7% Geocaching 8.4% 4.8% 3.7% SARA Park 13.7% 10.2% 3.5% Avi Resort & Casino 21.4% 17.9% 3.5% Hualapai Mountains 21.1% 17.5% 3.5% Gallagher's Dining & Pub 16.8% 13.3% 3.5% The Courses at London Bridge Golf Club: The Old London Golf Course 10.2% 6.7% 3.5% Refuge Golf & Country Club 9.8% 6.3% 3.5% Scuba diving 10.6% 7.3% 3.3% Mud Shark Brewery 18.9% 15.8% 3.2%

322 Executive Summary: Comparison Of What Visitors Were Doing To What Will Bring Visitors Back

• We asked visitors to tell us which attractions they have visited and which activities they participated in, and later in the survey we asked them to review the list of attractions and activities again and tell us which would prompt them to return to Lake Havasu City. This section compares what they said would bring them back with what they have done in the past in order to assess which have appealed to them for a return visit. • Some items show a negative percentage, however it does not indicate that fewer people will visit in the future, but rather that these would be less likely to be the features that prompt a return visit. • The last slide in this section shows the features ranked according to which will give the biggest boost in interest to return. The top items are: – Stetson Winery, +7% – ASU Lecture Series, +7% – Hot air balloon rides, +7% – Crazy Horse Campgrounds, +6% – Moabi Regional Park / Pirate’s Cove, +6%

323 ATTRACTIONS THAT WOULD MAKE YOU RETURN TO LAKE HAVASU CITY

RANKED BY CATEGORY

324 Natural/Scenic Attractions That Would Make You Return

Overnight Past Overnight 2-3 Past Visitors 3+ 12 Months Yrs Ago Yrs Day Visitors All Visitors Lake Havasu 41.8% 39.7% 32.6% 33.6% 36.8% Havasu National Wildlife Refuge 28.8% 26.7% 17.8% 28.3% 27.2% Copper Canyon 25.3% 27.2% 22.4% 26.2% 26.0% Hualapai Mountains 21.1% 21.1% 14.4% 23.4% 21.6% Bill Williams National Wildlife Refuge 20.0% 19.4% 5.1% 22.5% 19.9% Ahakhav Tribal Preserve 17.5% 15.9% 8.0% 18.0% 17.9% Rotary Park 17.5% 15.1% 12.6% 13.1% 15.3% SARA Park 16.8% 17.2% 12.4% 11.9% 15.2% Topock Gorge 15.8% 19.0% 10.9% 17.6% 17.6% Bill Williams National Wildlife Refuge 4.2% 3.9% 2.6% 3.4% 3.8%

325 Beaches & Public Pools That Would Make You Want To Return Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

London Bridge Beach 33.3% 30.2% 39.7% 36.9% 31.9%

Lake Havasu State Park 33.0% 32.8% 48.3% 32.8% 31.6%

Colorado River Beaches - miscellaneous 27.7% 34.5% 31.3% 23.0% 26.9%

The Sand Bar 26.3% 26.3% 10.3% 21.3% 24.6%

The Aquatic Center 25.3% 28.0% 19.0% 24.6% 24.7%

Bridgewater Channel 24.2% 20.7% 23.6% 17.2% 20.2%

Body Beach 23.5% 19.0% 17.9% 16.4% 20.6%

Rotary Community Park Beach 22.1% 18.1% 9.8% 13.5% 18.2%

326 Historic Attractions That Would Make You Return Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors London Bridge 29.1% 23.3% 28.2% 34.8% 27.6% Historic Route 66 28.1% 23.3% 34.5% 29.9% 25.5% Lake Havasu Museum of History 24.2% 18.1% 13.8% 21.7% 20.0% Lake Havasu lighthouses 23.9% 21.6% 9.2% 24.6% 22.5% Route 66 Museum 23.2% 25.4% 19.0% 26.6% 23.4% Picture Rock 22.5% 21.1% 17.6% 20.5% 19.9% Colorado River Indian Tribes Museum 18.9% 22.0% 14.4% 20.5% 20.1% Topock Maze, aka Mystic Maze 18.2% 19.0% 10.6% 19.3% 18.3% Kingman 15.8% 14.2% 16.7% 14.3% 14.9% Oatman 15.4% 17.2% 8.6% 16.4% 15.3%

327 Marinas and Boat Launches That Would Make You Return – Part 1

Overnight Past Overnight 2-3 Past Visitors 12 Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Havasu Landing Resort & Casino 22.5% 19.0% 15.5% 16.4% 18.4%

Avi Resort & Casino 21.4% 12.9% 12.1% 16.8% 16.2%

Lake Havasu State Park 21.4% 15.1% 31.3% 17.2% 17.3%

Lake Havasu Marina 20.7% 14.7% 14.4% 9.8% 15.4%

Crazy Horse Campgrounds 17.9% 16.8% 5.2% 11.5% 14.6%

Havasu Springs Resort & Marina 17.2% 17.7% 12.1% 10.7% 14.3%

Catfish Paradise 16.8% 14.7% 5.2% 9.0% 13.9%

Nautical Beachfront Resort 16.5% 12.9% 13.8% 8.6% 12.8%

Moabi Regional Park / Pirate's Cove 14.7% 15.9% 4.6% 9.4% 13.5%

Black Meadow Landing 14.4% 14.2% 2.9% 7.8% 11.7%

328 Marinas and Boat Launches That Would Make You Return – Part 2

Overnight Past Overnight 2-3 Past Visitors 12 Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Islander Resort 14.0% 11.2% 6.8% 8.6% 11.6%

Beachcomber RV Resort 13.7% 12.9% 9.4% 7.0% 10.8%

Cattail Cove State Park 13.3% 14.2% 4.6% 10.2% 12.5%

Body Beach 13.0% 12.9% 8.9% 8.6% 10.9%

Sand Point Marina 12.6% 15.1% 7.5% 8.6% 12.0%

Five Mile Landing 11.9% 15.5% 5.7% 7.4% 11.3%

Topock 66 Marina 11.2% 13.8% 10.2% 7.4% 11.1%

Site Six Launch Ramp 10.5% 12.5% 6.9% 6.6% 9.4%

Take Off Point Recreation Site 10.2% 12.5% 1.7% 6.1% 10.2%

329 Shopping Sites That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Shops at Lake Havasu Mall 30.9% 23.7% 23.0% 18.4% 24.4%

London Bridge Plaza Swap Meet 24.6% 20.3% 9.8% 16.8% 20.7%

Main Street/McCulloch Blvd./Downtown Havasu District 21.1% 21.6% 17.8% 15.6% 19.6%

Island Fashion Mall 20.0% 17.7% 20.1% 14.3% 17.9%

English Village 19.6% 16.8% 20.1% 16.4% 17.8%

330 Casinos That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Havasu Landing Resort & Casino 27.4% 27.2% 25.3% 18.4% 24.6%

Laughlin area casinos 26.7% 23.7% 24.7% 26.6% 24.1%

Bluewater Casino 23.9% 21.6% 18.4% 16.4% 20.1%

Avi Resort & Casino 21.1% 16.8% 12.1% 18.4% 18.8%

Gallagher's Dining & Pub 16.8% 12.9% 12.9% 9.0% 14.1%

331 Breweries And Distilleries That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Stetson Winery 20.4% 18.1% 16.8% 12.7% 18.4%

Barley Brothers Restaurant & Brewery 18.9% 18.5% 17.9% 13.5% 17.1%

Mud Shark Brewery 18.9% 21.1% 18.4% 12.3% 17.5%

College Street Brewhouse & Pub 16.1% 15.5% 11.6% 11.1% 14.1%

Desert Diamond Distillery 14.4% 16.8% 15.2% 11.1% 15.5%

332 City Parks That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

London Bridge Beach 27.4% 24.1% 39.7% 23.8% 23.9% dog park (various) 15.4% 15.1% 1.7% 11.1% 13.9%

Yonder Park 14.7% 11.6% 8.8% 5.7% 11.6%

Jack Hardie Park 14.0% 12.1% 8.1% 6.6% 11.1%

SARA Park 13.7% 10.3% 8.9% 8.6% 12.1%

Avalon Park 13.0% 12.5% 11.9% 9.0% 12.3%

Dick Samp Memorial Park 12.6% 13.4% 9.1% 5.3% 11.2%

Wheeler Park 11.6% 10.8% 9.2% 7.4% 10.6%

Rotary Park 10.9% 9.5% 9.8% 9.0% 10.5%

Realtor Park 8.8% 9.5% 7.7% 6.1% 9.5%

333 Golf Courses That Would Make You Return Overnight Past Overnight 2-3 Past Visitors 12 Months Yrs Ago 3+ Yrs Day Visitors All Visitors Mohave Resort Golf Club (at Avi Resort & Casino) 10.9% 6.9% 5.5% 5.7% 8.2% Huukan Golf Club (formerly Desert Lakes Golf Course) 10.5% 7.8% 5.1% 3.3% 7.8% Emerald Canyon Golf Course 10.2% 11.2% 7.5% 3.7% 8.4% The Courses at London Bridge Golf Club: Nassau Golf Course 10.2% 7.8% 6.9% 3.7% 8.4% The Courses at London Bridge Golf Club: The Old London Golf Course 10.2% 7.3% 6.3% 3.7% 7.5% Refuge Golf & Country Club 9.8% 7.8% 6.3% 3.3% 7.3% Cerbat Cliffs Golf Course 9.8% 8.2% 4.6% 2.9% 7.5% Island Golf Club 9.8% 9.1% 9.2% 1.6% 7.1% Los Lagos Golf Club 9.8% 7.3% 6.4% 3.3% 7.0% Laughlin Ranch Golf Club 9.8% 9.1% 3.2% 3.7% 8.8% Bridgewater Links Golf Course 9.5% 10.3% 9.2% 2.9% 7.4% River's Edge Golf Course (formerly Needles Municipal Golf Course) 9.5% 7.8% 2.3% 2.5% 7.5% Chaparral Golf & Country Club 8.4% 7.3% 6.3% 3.3% 6.5% El Rio Golf Club (now closed) 0.8% 0.3% 0.2% 0.3% 0.4%

334 Sporting Attractions That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Havasu 95 Speedway 16.8% 17.7% 11.5% 7.4% 14.2%

Sam's Shooters Emporium 15.4% 12.9% 6.3% 8.6% 14.0%

Grand Island Park Disc Golf Course (Frisbee golf) 14.4% 10.8% 6.2% 5.3% 11.4%

Tinnell Sports Park (skatepark, BMX) 13.3% 8.2% 7.1% 4.5% 10.0%

Lake Havasu City Sportsmans' Club - SARA Park 8.4% 10.3% 12.5% 5.7% 10.1%

335 Other Attractions That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Historic Route 66 31.9% 25.9% 31.4% 27.0% 27.6%

Parker Dam 16.1% 13.4% 11.5% 16.8% 15.2%

Parker Strip 15.8% 9.5% 5.2% 10.2% 12.8%

Pirate Cove Resort 15.1% 17.2% 12.1% 16.4% 17.6%

Desert Bar 15.1% 15.1% 6.3% 8.2% 13.5%

Topock 66 13.7% 15.1% 12.2% 9.4% 12.9%

SARA Park Rodeo Grounds 11.6% 12.9% 10.9% 9.0% 11.4%

336 ACTIVITIES THAT WOULD MAKE YOU RETURN TO LAKE HAVASU CITY

RANKED BY ACTIVITY

337 Boating Activities That Would Make You Return

Overnight Past Overnight 2-3 Past Visitors 12 Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Jet Skis/personal watercraft 24.5% 24.4% 25.8% 13.7% 19.8%

Houseboats 20.9% 22.2% 13.2% 19.9% 19.8%

Ski boats 16.8% 15.1% 12.6% 7.5% 13.2%

Fishing boats 16.1% 15.6% 16.4% 9.1% 14.6%

Kayaks 15.8% 10.7% 18.9% 10.4% 13.3%

Jet Boats 15.4% 15.1% 20.8% 9.5% 13.7%

Pontoon boats 13.6% 16.0% 9.4% 9.5% 14.2%

Canoes 12.5% 15.6% 9.4% 6.2% 12.0%

Sailboats/catamarans 9.9% 12.4% 7.5% 10.0% 10.1%

338 Other Outdoor Activities That Would Make You Return – Part 1

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Swimming 28.9% 21.8% 44.7% 17.4% 21.3%

Walking 22.0% 14.7% 22.0% 21.2% 18.2%

Fishing 18.3% 17.8% 28.9% 12.0% 15.3%

Sunbathing 16.8% 19.1% 35.2% 10.8% 14.6%

Camping 16.8% 20.0% 17.6% 15.8% 16.4%

Hiking 16.5% 17.3% 25.8% 16.2% 15.4%

Water skiing 13.9% 12.4% 10.7% 7.5% 11.6%

Bird watching 12.1% 9.3% 12.6% 6.6% 9.0%

Wakeboarding 11.4% 8.4% 15.7% 3.3% 7.5%

Mountain biking 11.4% 9.3% 9.4% 7.9% 9.7%

Target shooting / skeet shooting 11.0% 6.2% 8.4% 7.1% 8.4%

Rock climbing 10.6% 10.2% 10.1% 5.8% 8.5%

Rock hounding 10.6% 8.4% 6.9% 8.3% 8.5%

339 Other Outdoor Activities That Would Make You Return – Part 2

Overnight Past Overnight 2-3 Past Visitors 12 Months Yrs Ago 3+ Yrs Day Visitors All Visitors Scuba diving 10.6% 10.2% 6.9% 7.5% 9.3% Golf 10.3% 7.6% 19.5% 4.1% 7.8% Bowling 10.3% 9.3% 8.7% 7.9% 9.1% Disc / Frisbee Golf 10.3% 8.0% 5.2% 4.1% 7.2% Wake surfing 10.3% 10.7% 8.9% 4.1% 8.2% Road Biking 9.9% 9.3% 17.0% 5.0% 7.9% RC boats 9.5% 8.4% 6.3% 4.1% 7.0% Stand Up Paddleboard 9.2% 8.4% 4.4% 6.2% 8.0% Tennis 8.8% 7.1% 6.9% 4.1% 6.5% Hunting 8.8% 7.1% 6.3% 4.6% 7.2% Archery 8.4% 8.0% 4.3% 6.2% 7.0% RC cars 8.4% 6.7% 5.1% 5.8% 7.1% Geocaching 8.4% 8.4% 3.6% 6.2% 7.5% Skateboarding 8.1% 5.8% 5.7% 5.0% 6.4% RC planes 8.1% 6.2% 6.7% 4.6% 6.2% Flyboarding 7.3% 6.7% 5.8% 3.3% 5.7% Volleyball 7.0% 6.2% 8.1% 4.6% 5.5%

340 Airborne Activities That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Hot air balloon rides 24.5% 21.8% 17.0% 19.5% 22.6%

Helicopter rides 21.2% 19.1% 17.0% 12.4% 18.1%

Ultralight rides 15.0% 11.6% 5.7% 8.3% 12.6%

Small plane rides 12.1% 13.3% 9.8% 9.5% 12.3%

341 Other Activities That Would Make You Return

Overnight Past Overnight 2-3 Past Visitors 12 Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Gambling 36.6% 36.4% 27.0% 29.0% 34.1%

Volunteering/community service 11.7% 12.4% 1.3% 4.1% 11.8%

342 Cultural Activities That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Concerts in the Park 19.8% 20.9% 18.2% 20.3% 20.2%

Classic Car events 16.1% 16.9% 15.8% 17.8% 16.0% Lake Havasu Concert Association Series/Performing Arts Center 14.3% 12.9% 11.9% 12.0% 13.6%

Museum of History Monthly Presentations 13.9% 12.9% 7.1% 9.1% 12.6%

Grace Arts Live Theatre 12.8% 12.0% 6.3% 8.7% 11.8%

Fourth Friday Concert Series/Refuge Golf & Country Club 11.7% 10.2% 8.2% 6.2% 9.2%

ASU Lecture Series 8.8% 9.8% 4.4% 4.1% 8.2%

343 Off-Roading Activities That Would Make You Return

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

ATVs/UTVs 16.8% 12.0% 13.2% 9.5% 13.3%

Jeeps 13.9% 10.2% 8.2% 6.6% 11.1%

Dune buggies/sand rails 13.6% 17.3% 5.7% 10.0% 13.6%

Motorcycles / dirt bikes 13.6% 12.4% 6.9% 7.9% 13.9%

Other 4x4 vehicles 12.1% 12.9% 2.5% 5.8% 11.7%

344 Touring Activities That Would Make You Return

Overnight Past Past 12 Overnight 2-3 Visitors 3+ Months Yrs Ago Yrs Day Visitors All Visitors Narrated London Bridge Historic Walking Tour 20.1% 17.8% 9.4% 17.0% 18.2% Narrated Lake Havasu tour including lighthouses and/or Copper Canyon 19.8% 16.9% 11.3% 21.6% 18.9% Narrated river tour to Laughlin, NV 19.0% 15.6% 8.2% 15.4% 16.5% Narrated sunset tour 16.8% 14.7% 12.9% 16.6% 16.4% Guided canoe/kayak/paddleboard tour 15.0% 14.2% 7.5% 11.6% 12.8% Topock Gorge Full Moon Kayak Tour 15.0% 11.6% 8.7% 10.4% 13.6% Narrated river tour to Topock Gorge 14.7% 17.3% 4.4% 13.3% 15.1% Jeep Tour 14.3% 14.7% 13.5% 8.3% 12.8% Mountain Biking Tour 13.9% 11.1% 10.6% 9.1% 12.1%

345 What Activities Or Attractions Would You Like To See Offered That Are Not Currently Available

Nothing / like it as is 80%

Don't Know 2%

Family-friendly / kid-friendly activities 3% More variety of tours (i.e. Indian areas, historic tours, photo tours) 2%

Horseback Riding 2%

More waterside dining options 2%

More fishing tournaments 1%

Movie theaters 1%

More concerts 1%

346 DASHBOARDS BY MONTH

347 January VISITOR TYPE DAY OF WEEK Day Visitors 17.6% Weekend only 33.3%

Vacation Home/Condo 16.5% Weekday only 4.8%

Visit 2+ months every yr 6.6% A combination of weekend and weekdays 61.9%

Overnight in past 12 mos. 35.2% LODGING 24.2% Overnight 2-3 yrs ago At a mid-price hotel/motel 23.1%

TRIP PURPOSE With friends or relatives 17.9% At a full service luxury hotel/motel 20.5% Pleasure/vacation 50.1% At a budget hotel/motel 5.1% Visit friends/relatives 31.2% RV / Camping 10.3% Enjoy the climate 8.2% Timeshare guest 2.6% Special event 2.5% Condominium / Vacation rental 0.8% Business 5.1% Timeshare owner 10.3%

Group/tour travel 0.8% Second home 7.7% Combination business and pleasure 0.0% Boat-in camping 0.9% Attend a conference or meeting 2.5% Peer-to-peer 0.6% 348 January (continued)

DMA ORIGIN AVERAGE # NIGHTS SPENT 6.1 LOS ANGELES 22.5% PHOENIX 8.1% BRITISH COLUMBIA 6.0% VISITOR VALUE SAN DIEGO 4.1% Day Visitor: Mean Spend per Visitor $56.30 SALT LAKE CITY 3.6% SEATTLE-TACOMA 3.6% Overnight Visitor: Mean Spend per Visitor $697.50

349 February VISITOR TYPE DAY OF WEEK Day Visitors 16.0% Weekend only 27.5%

Vacation Home/Condo 11.4% Weekday only 26.0%

Visit 2+ months every yr 6.4% A combination of weekend and weekdays 45.5%

Overnight in past 12 mos. 42.2% LODGING 24.0% Overnight 2-3 yrs ago At a mid-price hotel/motel 34.4% With friends or relatives 25.0% TRIP PURPOSE At a full service luxury hotel/motel 12.5% Pleasure/vacation 48.8% At a budget hotel/motel 9.4% Visit friends/relatives 22.0% RV / Camping 12.5%

Enjoy the climate 12.2% Timeshare guest 0.3% Special event 4.9% Condominium / Vacation rental 1.5% Business 9.8% Timeshare owner 2.9% Group/tour travel 2.4% Second home 3.1%

Combination business and pleasure 0.5% Boat-in camping 0.1% Peer-to-peer 0.0% Attend a conference or meeting 0.0% 350 February (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 5.2 LOS ANGELES 19.6%

PHOENIX 11.4% BRITISH COLUMBIA 4.8% VISITOR VALUE ALBERTA 3.9% Day Visitor: Mean Spend per Visitor $58.80

SAN DIEGO 3.6% Overnight Visitor: Mean Spend per Visitor $590.50

351 March VISITOR TYPE DAY OF WEEK Day Visitors 21.9% Weekend only 23.1%

Vacation Home/Condo 7.6% Weekday only 15.4%

Visit 2+ months every yr 8.7% A combination of weekend and weekdays 61.5%

Overnight in past 12 mos. 35.2% LODGING Overnight 2-3 yrs ago 26.6% At a mid-price hotel/motel 33.3% With friends or relatives 23.4% TRIP PURPOSE At a full service luxury hotel/motel 16.3% Pleasure/vacation 60.5% At a budget hotel/motel 5.8% Visit friends/relatives 31.6% RV / Camping 9.6% Enjoy the climate 5.3% Timeshare guest 1.9% Special event 2.6% Condominium / Vacation rental 3.9% Business 0.3% Timeshare owner 2.2% Second home 1.4% Group/tour travel 1.2% Boat-in camping 1.3% Combination business and pleasure 0.0% Peer-to-Peer 0.8% Attend a conference or meeting 0.7% 352 March (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 3.7 LOS ANGELES 19.3%

TUCSON 5.8%

BRITISH COLUMBIA 4.3%

SAN DIEGO 4.2% VISITOR VALUE CHICAGO 4.0% Day Visitor: Mean Spend per Visitor $92.30

PHOENIX 3.8% Overnight Visitor: Mean Spend per Visitor $591.00

353 April VISITOR TYPE DAY OF WEEK Day Visitors 27.1% Weekend only 29.3%

Vacation Home/Condo 8.0% Weekday only 19.5%

Visit 2+ months every yr 5.8% A combination of weekend and weekdays 51.2%

Overnight in past 12 mos. 32.5% LODGING 25.5% Overnight 2-3 yrs ago At a mid-price hotel/motel 31.6% With friends or relatives 21.1% TRIP PURPOSE At a full service luxury hotel/motel 14.5% Pleasure/vacation 62.8% At a budget hotel/motel 13.6% Visit friends/relatives 27.0% RV / Camping 6.2% Enjoy the climate 6.1% Timeshare guest 2.1% Special event 2.3% Condominium / Vacation rental 2.3% Business 0.8% Timeshare owner 3.3% Second home 1.8% Group/tour travel 0.2% Boat-in camping 2.0% Combination business and pleasure 0.0% Peer-to-peer 1.6% Attend a conference or meeting 0.8% 354 April (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 3.2 LOS ANGELES 31.1%

PHOENIX 7.2%

ALBERTA 6.2%

SAN DIEGO 4.6% VISITOR VALUE CHICAGO 4.6% Day Visitor: Mean Spend per Visitor $52.20

LAS VEGAS 3.1% Overnight Visitor: Mean Spend per Visitor $575.70

355 May VISITOR TYPE DAY OF WEEK Day Visitors 22.1% Weekend only 42.9%

Vacation Home/Condo 6.6% Weekday only 16.1%

Visit 2+ months every yr 8.8% A combination of weekend and weekdays 41.1%

Overnight in past 12 mos. 38.2% LODGING 24.3% Overnight 2-3 yrs ago At a mid-price hotel/motel 30.8% With friends or relatives 28.4% TRIP PURPOSE At a full service luxury hotel/motel 6.1% Pleasure/vacation 67.1% At a budget hotel/motel 5.0% Visit friends/relatives 21.6% RV / Camping 18.5% Enjoy the climate 6.2% Timeshare guest 2.0%

Special event 3.6% Condominium / Vacation rental 1.1% Business 0.2% Timeshare owner 3.2% Group/tour travel 0.9% Second home 0.6% Combination business and pleasure 0.0% Boat-in camping 4.2% Attend a conference or meeting 0.4% Peer-to-peer 0.0% 356 May (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 3.8 LOS ANGELES 9.0%

PHOENIX 6.3%

TUCSON 5.0% BRITISH COLUMBIA 4.7% VISITOR VALUE LAS VEGAS 3.5% Day Visitor: Mean Spend per Visitor $68.70

SAN FRANCISCO-OAKLAND 2.5% Overnight Visitor: Mean Spend per Visitor $470.20

357 June VISITOR TYPE DAY OF WEEK Day Visitors 18.5% Weekend only 33.0%

Vacation Home/Condo 8.1% Weekday only 17.9%

Visit 2+ months every yr 5.9% A combination of weekend and weekdays 49.1%

Overnight in past 12 mos. 38.0% LODGING 29.5% Overnight 2-3 yrs ago At a mid-price hotel/motel 28.8%

TRIP PURPOSE With friends or relatives 31.1% At a full service luxury hotel/motel 10.7% Pleasure/vacation 55.7% At a budget hotel/motel 5.9% Visit friends/relatives 28.3% RV / Camping 14.5% Enjoy the climate 5.7% Timeshare guest 1.0% Special event 3.7% Condominium / Vacation rental 1.9% Business 1.8% Timeshare owner 2.2%

Group/tour travel 2.9% Second home 1.0% Combination business and pleasure 0.0% Boat-in camping 1.9% Attend a conference or meeting 1.9% Peer-to-peer 1.0% 358 June (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 3.1 LOS ANGELES 19.5%

PHOENIX 6.5%

SAN DIEGO 2.8%

SALT LAKE CITY 2.6% VISITOR VALUE BRITISH COLUMBIA 2.6% Day Visitor: Mean Spend per Visitor $86.60

SACRAMENTO 1.9% Overnight Visitor: Mean Spend per Visitor $522.50

359 July VISITOR TYPE DAY OF WEEK Day Visitors 21.5% Weekend only 35.5%

Vacation Home/Condo 7.7% Weekday only 19.6%

Visit 2+ months every yr 7.8% A combination of weekend and weekdays 44.9%

Overnight in past 12 mos. 32.6% LODGING 30.4% Overnight 2-3 yrs ago At a mid-price hotel/motel 27.8%

TRIP PURPOSE With friends or relatives 31.5% At a full service luxury hotel/motel 9.3% Pleasure/vacation 50.6% At a budget hotel/motel 7.7% Visit friends/relatives 32.7% RV / Camping 12.6% Enjoy the climate 3.6% Timeshare guest 1.3% Special event 4.7% Condominium / Vacation rental 0.2% Business 3.3% Timeshare owner 5.8%

Group/tour travel 3.1% Second home 1.3% Combination business and pleasure 1.4% Boat-in camping 1.9% Attend a conference or meeting 0.6% Peer-to-peer 1.5% 360 July (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 3.4 LOS ANGELES 27.4%

PHOENIX 8.5% LAS VEGAS 3.6% VISITOR VALUE SAN DIEGO 3.5% Day Visitor: Mean Spend per Visitor $63.50

BRITISH COLUMBIA 2.8% Overnight Visitor: Mean Spend per Visitor $491.80

361 August VISITOR TYPE DAY OF WEEK Day Visitors 24.2% Weekend only 25.9%

Vacation Home/Condo 8.9% Weekday only 9.3%

Visit 2+ months every yr 9.7% A combination of weekend and weekdays 64.8%

Overnight in past 12 mos. 31.2% LODGING 26.1% Overnight 2-3 yrs ago At a mid-price hotel/motel 17.6%

TRIP PURPOSE With friends or relatives 35.3% At a full service luxury hotel/motel 12.8% Pleasure/vacation 57.4% At a budget hotel/motel 6.1% Visit friends/relatives 24.1% RV / Camping 15.6% Enjoy the climate 6.3% Timeshare guest 1.0% Special event 2.9% Condominium / Vacation rental 1.9% Business 2.6% Timeshare owner 2.1%

Group/tour travel 3.4% Second home 3.9% Combination business and pleasure 1.8% Boat-in camping 2.5% Attend a conference or meeting 1.9% Peer-to-peer 1.2% 362 August (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 2.9 LOS ANGELES 31.4%

PHOENIX 7.4% SAN DIEGO 4.7% VISITOR VALUE LAS VEGAS 4.2% Day Visitor: Mean Spend per Visitor $57.60

ALBERTA 4.1% Overnight Visitor: Mean Spend per Visitor $569.50

363 September VISITOR TYPE DAY OF WEEK Day Visitors 23.1% Weekend only 30.0%

Vacation Home/Condo 12.6% Weekday only 22.5%

Visit 2+ months every yr 9.2% A combination of weekend and weekdays 47.5%

Overnight in past 12 mos. 31.3% LODGING 23.8% Overnight 2-3 yrs ago At a mid-price hotel/motel 32.4%

TRIP PURPOSE With friends or relatives 21.2% At a full service luxury hotel/motel 12.7% Pleasure/vacation 64.1% At a budget hotel/motel 9.5% Visit friends/relatives 25.6% RV / Camping 11.4% Enjoy the climate 4.1% Timeshare guest 0.2% Special event 2.6% Condominium / Vacation rental 3.4% Business 1.4% Timeshare owner 2.9%

Group/tour travel 1.0% Second home 2.3% Combination business and pleasure 0.2% Boat-in camping 2.2% Attend a conference or meeting 1.1% Peer-to-peer 1.4% 364 September (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 4.3 LOS ANGELES 26.4%

PHOENIX 7.9% LAS VEGAS 6.5% VISITOR VALUE CHICAGO 4.7% Day Visitor: Mean Spend per Visitor $59.90

BRITISH COLUMBIA 4.4% Overnight Visitor: Mean Spend per Visitor $478.10

365 October VISITOR TYPE DAY OF WEEK Day Visitors 32.3% Weekend only 37.5%

Vacation Home/Condo 6.3% Weekday only 22.5%

Visit 2+ months every yr 8.7% A combination of weekend and weekdays 40.0%

Overnight in past 12 mos. 31.1% LODGING 20.7% Overnight 2-3 yrs ago At a mid-price hotel/motel 20.5%

TRIP PURPOSE With friends or relatives 46.2% At a full service luxury hotel/motel 10.3% Pleasure/vacation 52.5% At a budget hotel/motel 4.2% Visit friends/relatives 25.0% RV / Camping 7.7% Enjoy the climate 7.1% Timeshare guest 0.1% Special event 7.9% Condominium / Vacation rental 1.6% Business 5.0% Timeshare owner 2.3%

Group/tour travel 2.5% Second home 0.4% Combination business and pleasure 0.0% Boat-in camping 5.1% Attend a conference or meeting 1.0% Peer-to-peer 1.6% 366 October (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 5.0 LOS ANGELES 26.5%

PHOENIX 6.9%

SALT LAKE CITY 6.1% LAS VEGAS 5.3% VISITOR VALUE TUCSON 4.7% Day Visitor: Mean Spend per Visitor $67.60

SAN DIEGO 4.1% Overnight Visitor: Mean Spend per Visitor $688.20

367 November VISITOR TYPE DAY OF WEEK Day Visitors 27.0% Weekend only 30.7%

Vacation Home/Condo 6.8% Weekday only 15.5%

Visit 2+ months every yr 10.8% A combination of weekend and weekdays 53.8%

Overnight in past 12 mos. 35.1% LODGING 20.3% Overnight 2-3 yrs ago At a mid-price hotel/motel 24.4% With friends or relatives 30.4% TRIP PURPOSE At a full service luxury hotel/motel 8.7% Pleasure/vacation 50.0% At a budget hotel/motel 13.0% Visit friends/relatives 30.8% RV / Camping 17.4% Enjoy the climate 11.5% Timeshare guest 1.3%

Special event 0.0% Condominium / Vacation rental 1.0% Business 3.8% Timeshare owner 2.1% Group/tour travel 3.5% Second home 1.7% Combination business and pleasure 0.0% Boat-in camping 0.0% Attend a conference or meeting 0.3% Peer-to-peer 0.0% 368 November (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 7.2 LOS ANGELES 18.6%

CHICAGO 6.2% PHOENIX 5.1% VISITOR VALUE SALT LAKE CITY 4.7% Day Visitor: Mean Spend per Visitor $62.60

LAS VEGAS 2.6% Overnight Visitor: Mean Spend per Visitor $479.00

369 December VISITOR TYPE DAY OF WEEK Day Visitors 27.7% Weekend only 31.8%

Vacation Home/Condo 10.2% Weekday only 9.1%

Visit 2+ months every yr 11.1% A combination of weekend and weekdays 59.1%

Overnight in past 12 mos. 27.2% LODGING 23.8% Overnight 2-3 yrs ago At a mid-price hotel/motel 15.8%

TRIP PURPOSE With friends or relatives 47.4% At a full service luxury hotel/motel 10.5% Pleasure/vacation 37.6% At a budget hotel/motel 5.3% Visit friends/relatives 36.9% RV / Camping 10.5% Enjoy the climate 17.3% Timeshare guest 1.1% Special event 2.0% Condominium / Vacation rental 3.7% Business 0.3% Timeshare owner 1.5%

Group/tour travel 0.4% Second home 4.2% Combination business and pleasure 1.4% Boat-in camping 0.0% Attend a conference or meeting 2.1% Peer-to-peer 0.0% 370 December (continued) DMA ORIGIN AVERAGE # NIGHTS SPENT 9.5 LOS ANGELES 15.8%

PHOENIX 9.3% SAN DIEGO 9.1% VISITOR VALUE CHICAGO 8.4% Day Visitor: Mean Spend per Visitor $47.20

SALT LAKE CITY 6.3% Overnight Visitor: Mean Spend per Visitor $570.30

371 DASHBOARDS BY VISITOR TYPE

372 Recent Overnight Visitors TRIP PURPOSE DMA ORIGIN VISITOR VALUE Pleasure/vacation 58.3% LOS ANGELES 32.7% $598 Visit friends/relatives 23.7% PHOENIX 18.5% $291 Enjoy the climate 7.5% SAN DIEGO 5.9% $404 Special event 3.6% Business 2.9% LAS VEGAS 4.5% $552 Group/tour travel 0.5% BRITISH COLUMBIA 4.0% $362 Seasonal Resident 0.7% Attend a conference or meeting 0.7% Seasonality - Recent Overnight Visitors

Relocation 0.7% 17.7%16.4%

9.5% 8.6% 7.4% 6.3% 6.2% 6.7% 7.1% 5.9% PARTICIPATION IN BOATING 4.2% 3.9% Yes 59.8%

No 40.2%

373 Recent Overnight Visitors MODE OF TRANSPORTATION LODGING Personal Auto 59.7% Mid-price hotel/motel 33.4% Rental Auto 18.3% With friends or relatives 25.1%

Commercial Plane 4.2% Full-service luxury hotel/motel 12.0% 8.2% RV / Motor home Budget hotel/motel 9.2% Motorcycle 3.7% RV / Camping 10.7% Tour Bus 2.4% Condo / Vacation rental 1.0% Private Plane 1.9% Timeshare guest 1.3% Other 0.6% Timeshare owner 1.2% DAYS OF WEEK VISITED Second home 0.3% Weekend only 36.0% Boat-in camping 1.3% Weekdays only 21.0% Peer-to-peer 0.4% Combo of Weekend and Weekdays 43.0%

374 Recent Overnight Visitors (continued) VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $123 Lake Havasu 62.5%

Restaurant/Bar $124 Lake Havasu State Park / Windsor Beach 49.1%

Shopping $74 London Bridge 42.5%

Recreation/Tours $44 London Bridge Beach 40.4%

Entertainment/Admission $47 Historic Route 66 39.6%

Boat Maintenance, Supplies, Fuel in LHC $23 TOP ACTIVITIES Auto Maintenance, Supplies, Fuel in LHC $25 Gambling 42.1% Watercraft Rental $27 Swimming 37.7% TOTAL MEAN SPEND/VISITOR $640 Walking 34.4%

VISITATION STATS SUMMARY Fishing 27.5%

Average visits per year 2.2 Hiking 27.1% Average length of stay 4.3

Number of visits in past 3 years 5.0 375 Recent Overnight Visitors (continued) TOP ATTRACTIONS FOR RETURN TOP ACTIVITIES FOR RETURN Lake Havasu 36.8% Gambling 36.6%

London Bridge Beach 33.3% Swimming 28.9%

Lake Havasu State Park 33.0% Hot Air Balloon Rides 24.5%

Historic Route 66 31.9% Jet Skis / personal watercraft 24.5%

Shops at Havasu Mall 30.9% Walking 22.0%

London Bridge 29.1% Helicopter Rides 21.2%

Havasu National Wildlife Refuge 28.8% Houseboats 20.9%

Colorado River Beaches (misc.) 27.7% Narrated Lake Havasu tour including 19.8% lighthouses and/or Copper Canyon Havasu Landing Resort & Casino 27.4% Concerts in the park 19.8% Havasu National Wildlife Refuge 27.2% Narrated river tour to Laughlin, NV 19.0%

376 Past Overnight Visitors LENGTH OF TIME SINCE LAST VISIT DMA ORIGIN 4 years 20.1% LOS ANGELES 11.7%

5 years 11.9% PHOENIX 7.2%

6 years 9.0% SAN DIEGO 5.1% 7 years 7.2% PALM SPRINGS 3.9% 8 years 4.9% LAS VEGAS 2.0% 9 years 2.8% 10+ years 44.6% PARTICIPATION IN BOATING Yes 48.6% LENGTH OF TIME TILL NEXT VISIT Within 1 year 13.8% No 51.4% Within 2 years 15.3% Within 3 years 5.8% 4+ years 1.5% Don’t know 46.0% Don’t plan to return 17.5% 377 Past Overnight Visitors (continued)

TOP ATTRACTIONS VISITED TOP ACTIVITIES Lake Havasu 55.7% Swimming 53.3%

Lake Havasu State Park 44.8% Gambling 33.3%

Historic Route 66 37.1% Walking 33.1%

London Bridge Beach 36.6% Fishing 30.3%

London Bridge 29.9% Hiking 28.5%

378 Past Overnight Visitors (continued)

TOP ATTRACTIONS FOR RETURN TOP ACTIVITIES FOR RETURN Lake Havasu State Park / Windsor Beach 34.4% Swimming 44.7%

London Bridge Beach 39.7% Gambling 27.0%

Historic Route 66 34.5% Jet Skis / personal watercraft 25.8%

Lake Havasu 32.6% Walking 34.5%

Colorado River beaches – misc. 31.3% Helicopter Rides 21.2%

London Bridge 28.2% Houseboats 20.9%

Havasu Landing Resort & Casino 25.3% Concerts in the park 18.2%

Laughlin are casinos 24.7% Hot Air Balloon Rides 17.0%

Bridgewater Channel 23.6% Narrated Lake Havasu tour including 11.3% lighthouses and/or Copper Canyon Shops at Havasu Mall 23.0% Narrated River Tour to Laughlin, NV 8.2%

379 Day Visitors

VISITOR MODE OF TRANSPORTATION DMA ORIGIN VALUE Personal Auto 73.5% LOS ANGELES 13.9% $71.20 12.1% Rental Auto PHOENIX 7.8% $39.70 Commercial Plane 1.2% TUCSON 5.1% $41.10 RV / Motor home 3.5% LAS VEGAS 4.9% $25.30 Motorcycle 1.2% PALM SPRINGS 3.6% $23.60 Tour Bus 1.9% Private Plane 0.8% Seasonality - Day Visitors

17.4% 13.2% 11.7% 12.1% 9.0% PARTICIPATION IN BOATING 7.4% 5.9% 6.4% 5.3% Yes 34.3% 3.7% 4.2% 3.7%

No 65.8%

380 Day Visitors (continued)

VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $0 Lake Havasu 51.6%

Restaurant/Bar $15 London Bridge 48.0%

Grocery $9 Historic Route 66 42.2%

Shopping $11 London Bridge Beach 31.6%

Recreation/Tours $9 Lake Havasu State Park 31.6%

Entertainment/Admission $4 TOP ACTIVITIES Boat Maintenance, Supplies, Fuel in LHC $9 Gambling 23.2% Auto Maintenance, Supplies, Fuel in LHC $7 Walking 19.9% TOTAL MEAN SPEND/VISITOR $71 Swimming 15.8%

WHY HAVEN’T STAYED OVERNT Hiking 12.0%

Stayed in another city, LHC not my destination 62.3% Fishing 8.7% Live within driving distance 22.2%

I think LHC lodging is too expensive 6.6% 381 DASHBOARDS BY ECONOMIC IMPACT TOP FIVE DMA ORIGINS OF RECENT OVERNIGHT VISITORS

382 Economic Impact – DMA Origin: Los Angeles VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $126 Lake Havasu 43.4%

Restaurant/Bar $112 Lake Havasu State Beach 43.4%

Grocery $57 The Sand Bar 39.1%

Shopping $71 London Bridge 37.7%

Recreation/Tours $31 Historic Route 66 32.1%

Entertainment/Admission $29 TOP ACTIVITIES Boat Maintenance, Supplies, Fuel in LHC $38 Gambling 56.6% Auto Maintenance, Supplies, Fuel in LHC $41 Swimming 30.2% Camping $47 Walking 24.5% Watercraft Rental $31 Waterskiing 22.6% TOTAL MEAN SPEND PER VISITOR $598 Sunbathing 22.6%

383 Economic Impact – DMA Origin: Phoenix VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $85 Lake Havasu 71.1%

Restaurant/Bar $40 London Bridge 64.4%

Grocery $6 London Bridge Beach 57.7%

Shopping $55 Historic Route 66 44.4%

Recreation/Tours $41 Lake Havasu State Park 37.7%

Entertainment/Admission $12 TOP ACTIVITIES Boat Maintenance, Supplies, Fuel in LHC $12 Gambling 42.2% Auto Maintenance, Supplies, Fuel in LHC $18 Walking 37.7% Watercraft Rental $16 Swimming 28.8% Off-road vehicle (i.e. rental, maint. etc) $9 Sunbathing 24.4% TOTAL MEAN SPEND PER VISITOR $291 Fishing 20.0%

384 Economic Impact – DMA Origin: San Diego VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $88 Lake Havasu 72.0%

Restaurant/Bar $91 Colorado River Beaches – misc. 60.0%

Grocery $50 London Bridge 48.0%

Shopping $58 Lake Havasu State Park 44.0%

Recreation/Tours $13 Historic Route 66 36.0%

Entertainment/Admission $9 TOP ACTIVITIES Boat Maintenance, Supplies, Fuel in LHC $18 Swimming 52.0% Auto Maintenance, Supplies, Fuel in LHC $19 Gambling 44.0% Watercraft Rental $31 Walking 32.0% Camping $24 Hiking 32.0% TOTAL MEAN SPEND PER VISITOR $404 Jet Boats 28.0%

385 Economic Impact – DMA Origin: Las Vegas VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $227 London Bridge 64.3%

Restaurant/Bar $184 Historic Route 66 64.3%

Grocery $25 London Bridge Beach 50.0%

Shopping $131 Lake Havasu 50.0%

Recreation/Tours $36 Route 66 Museum 42.9%

Entertainment/Admission $13 TOP ACTIVITIES Boat Maintenance, Supplies, Fuel in LHC $21 Gambling 35.7% Auto Maintenance, Supplies, Fuel in LHC $15 Walking 28.6% TOTAL MEAN SPEND PER VISITOR $552 Hiking 21.4%

Swimming 14.3%

Golf 14.3%

386 Economic Impact – DMA Origin: British Columbia VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $71 Lake Havasu State Park 36.4%

Restaurant/Bar $52 The Sand Bar 31.8%

Grocery $16 Bluewater Casino 31.8%

Shopping $91 Lake Havasu 27.3%

Recreation/Tours $14 London Bridge 26.8%

Entertainment/Admission $17 TOP ACTIVITIES Boat Maintenance, Supplies, Fuel in LHC $20 Swimming 31.8% Auto Maintenance, Supplies, Fuel in LHC $18 Sunbathing 22.7% Watercraft Rental $24 Gambling 22.7% Golf $23 Walking 22.7% Off-road vehicle (rental, maint, etc). 17 Hot Air Balloon Rides 18.3% TOTAL MEAN SPEND PER VISITOR $362

387 DASHBOARDS BY MILLENNIAL VISITORS

388 Millennial Visitors, Age 18-34 Overview Millennial visitors to LHC are: • Primarily visiting for pleasure/vacation, 49.7%, but less so than overall visitors at 58.3% • Visit friends and relatives more heavily, 36.2% compared to 23.7% overall • Heavy boating participants, 67.3% compared to 59.8% overall • More from the Los Angeles DMA, 38.5% compared to 32.7% overall, and more from Las Vegas DMA, 6.3% compared to 4.5% overall. • Less from the Phoenix DMA, 12.1% compared to 18.5% overall. • Visit most heavily in June and July like overall visitors, but heavier than overall in January, February, May. • Visit less than overall visitors in September through November. • Travel by motorcycle more heavily, 6.1% compared to 3.7% overall, and more heavily by rental auto, 23.5% compared to 18.3% overall. • Visit more heavily on weekends, 42.3% compared to 36.0%. • Lodge most heavily with friends and relatives, 31.1% compared to 25.1% overall, and more heavily in RV / camping, 13.7% compared to 10.7% overall, more heavily in condo / vacation rentals, 5.5% compared to 1.0% overall, and more heavily as timeshare guests, 4.1% compared to 1.3% overall. • Stay less heavily in hotels, 39.2% compared to 54.6% overall.

389 Millennial Visitors Overview (continued)

Millennial visitors to LHC: • Have a lower visitor value, $406 compared to $640 overall. They spend less on lodging and restaurants than overall visitors, but spend comparably on most other categories such as shopping, boat and auto maintenance and watercraft rental. • Stay slightly longer, 4.7 nights compared to 4.3 nights overall. • Their top attractions are Lake Havasu, beaches and the shops at Lake Havasu Mall, unlike overall visitors whose top attractions include historic attractions such as London Bridge and Historic Route 66. • Their top 3 activities are similar to overall visitors, except that the #4 and #5 activities are hiking and jet skis / personal watercraft respectively, compared to overall with is fishing and hiking respectively. • Liked the slogan “Play Like You Mean ItSM” 4th best compared to 7th for overall visitors. • Top three planning resources are Trip Advisor, friends/relatives and magazines compared to friends/relatives, Trip Advisor and destination websites for overall visitors. • Utilize Facebook nearly as often as overall visitors, but use YouTube daily much more heavily, 52.1% compared to 27.5% overall, and use Instagram daily 36.7% compared to 14.4% overall.

390 Millennial Visitors (continued) TRIP PURPOSE Primary Secondary DMA ORIGIN Pleasure/vacation 49.7% 24.1% LOS ANGELES 38.6%

Visit friends/relatives 36.2% 13.0% PHOENIX 12.1%

Enjoy the climate 5.3% 32.2% LAS VEGAS 6.3% Special event 2.6% 11.9% SAN DIEGO 5.8% Business 2.6% 1.5% BRITISH COLUMBIA 4.5% Group/tour travel 0.2% 0.0% Seasonal Resident 0.6% 2.1% Seasonality - Millennial Visitors Attend a conference or meeting 0.7% 1.9% 17.6%17.6% Relocation 0.7% 0.8% 9.8% 9.4% 7.8% 7.4% 5.5% 5.5% 6.3% 5.1% PARTICIPATION IN BOATING 4.7% 3.5% Yes 67.3%

No 32.7%

391 Millennial Visitors (continued) MODE OF TRANSPORTATION LODGING Personal Auto 50.2% With friends or relatives 31.1% Rental Auto 23.5% At a mid-price hotel/motel 21.8% RV / Motor home 9.2% RV / Camping 13.7% Motorcycle 6.1% At a full service luxury hotel/motel 8.9% Commercial Plane 4.1% Private Plane 3.1% At a budget hotel/motel 8.5% Tour Bus 0.1% Condo / Vacation rental 5.5%

Other 1.7% Timeshare guest 4.1% DAYS OF WEEK VISITED Timeshare owner 2.4% Weekend only 42.3% Second home 1.4%

Weekdays only 18.1% Boat-in camping 0.7%

Combo of Weekend and Weekdays 39.6% Peer-to-peer rental 0.3%

392 Millennial Visitors (continued)

VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $89 Lake Havasu 50.6%

Restaurant/Bar $52 Lake Havasu State Park / Windsor Beach 42.9%

Shopping $73 The Sand Bar 35.2%

Recreation/Tours $25 Shops at Lake Havasu Mall 35.1%

Entertainment/Admission $23 Colorado River Beaches – misc. 33.5%

Boat Maintenance, Supplies, Fuel in LHC $19 TOP ACTIVITIES Auto Maintenance, Supplies, Fuel in LHC $20 Gambling 39.8% Watercraft Rental $20 Swimming 31.8% TOTAL MEAN SPEND/VISITOR $406 Walking 27.3%

VISITATION STATS SUMMARY Hiking 25.6%

Average visits per year 2.1 Jet Skis / personal watercraft 24.4% Average length of stay 4.7

Number of visits in past 3 years 5.9 393 Millennial Visitors (continued)

TOP ATTRACTIONS FOR RETURN TOP ACTIVITIES FOR RETURN Lake Havasu 34.1% Gambling 26.7%

Lake Havasu State Park 30.4% Hot Air Balloon Rides 25.9%

The Sand Bar 27.8% Swimming 21.9%

Havasu National Wildlife Refuge 25.0% Jet Skis / personal watercraft 20.2%

Historic Route 66 24.7% Concerts in the Park 19.0%

London Bridge 24.1% Motorcycles / Dirt bikes 17.9%

Havasu Landing Resort & Casino 23.6% Topock Gorge Full Moon Kayak Tour 17.8%

Shops at Lake Havasu Mall 22.7% Narrated Lake Havasu tour including 17.6% lighthouses and/or Copper Canyon Copper Canyon 21.9% Kayaks 17.3% Stetson Winery 20.7% ATVs / UTVs 16.8%

394 Millennial Visitors (continued)

Slogan Ranking - Millennials Rank Order Rank Average Lake Havasu City - This is the place 1 4.7 Lake Havasu City - Home of the London Bridge 2 4.8 Lake Havasu City - Just add water 3 4.8 Lake Havasu City - Play Like You Mean It. SM 4 4.9 Lake Havasu City - Where fun flows naturally 5 5.0 Lake Havasu City - Warm, friendly fun 6 5.0 Lake Havasu City - Arizona's West Coast 7 5.1 Lake Havasu City - Arizona's playground 8 5.2 Lake Havasu City - Where fun is always in season 9 5.4

Planning Resources Used - Millennials 2014 Trip Advisor 42.6% Friends / relatives 39.9% Travel magazines 22.9% Destination websites 21.4% Other travel websites 21.2% Facebook or Twitter interaction with the destination 20.7% Destination guide 13.2% Travel chat websites 12.7% Travel Agent 10.5% Newspaper travel articles 9.7% American Automobile Association 9.5% Ads in the newspaper travel section 9.0% Email received from destination 8.7% Rack brochure 6.5% Billboard advertisement 5.5% Millennial Visitors (continued)

Daily Every Week Every Few Weeks Rarely to Never Social Media - Millennial Visitors Facebook 64.6% 16.2% 8.5% 10.7% YouTube 52.1% 26.2% 13.2% 8.5% Instagram 36.7% 19.7% 12.7% 30.9% Twitter 32.2% 20.9% 13.2% 33.7% Pinterest 25.7% 23.7% 19.2% 31.4% Google Plus 25.7% 19.7% 15.2% 39.4% Tumblr 19.0% 20.4% 13.7% 46.9% LinkedIn 17.0% 21.7% 16.7% 44.6% DASHBOARDS BY VISITORS WHO PARTICIPATE IN GAMBLING

397 Visitors Who Gamble Overview

Visitors to LHC who gamble are:

• Heavy boating participants, 64.1%% compared to 59.8% overall • More from the Los Angeles DMA, 36.9% compared to 32.7% overall, and more from British Columbia DMA, 6.0% compared to 4.0% overall. • Detroit is the 5th highest DMA for gamblers, which is not in the top 5 for overall visitors. • Las Vegas does not make the top 5 DMAs for gamblers, but is #4 for overall visitors. • Less from the Phoenix DMA, 12.1% compared to 18.5% overall. • Visit most heavily in June and July like overall visitors, but heavier than overall in January, March, May and October. • Travel by RV / Motor home more heavily, 9.3% compared to 8.2% for overall visitors. • Visit less heavily on weekends, 33.5% compared to 36.0% overall, and more heavily during a combo of weekend/weekdays, 46.4% compared to 43.0% overall. • Lodge more heavily in RV / camping, 12.9% compared to 8.2% overall, more heavily in condo / vacation rentals, 5.7% compared to 1.0% overall, and more heavily as timeshare guests, 3.6% compared to 1.3% overall. • Stay less heavily in hotels, 44.7% compared to 54.6% overall.

398 Visitors Who Gamble Overview

Visitors to LHC who gamble:

• Have a higher visitor value, $696 compared to $640 overall. They spend slightly more on lodging, restaurants and shopping than overall visitors, and spend comparably in other categories. • Have slightly shorter stays, 3.9 compared to 4.3 for overall visitors, but visit more frequently, 3.1 times per year compared to 2.2 times for overall visitors. • Their top attraction is Lake Havasu, the same as for overall visitors, but their #2 attraction is Laughlin area casinos, which is not on the top 5 for overall visitors. • Their top activity is gambling, 100% compared to 42.1% for overall visitors. Their other top activities are similar to overall visitors, except the #5 activity for gamblers is jet skis / personal watercraft , but is hiking for overall visitors. • Liked the slogan “Play Like You Mean It SM” 2nd best compared to 7th for overall visitors. • Top three planning resources are the same as overall visitors: friends/relatives, Trip Advisor and destination websites for overall visitors, but gamblers use Trip Advisor more heavily 40.2% compared to 32.1%. • Utilize Facebook nearly as often as overall visitors, but use YouTube daily more heavily, 38.4% compared to 27.5% overall, and use Instagram daily 24.3% compared to 14.4% overall visitors. • Are more likely to be Millennials, 41.4% compared to 32.1% overall visitors.

399 Visitors Who Gamble TRIP PURPOSE Primary Secondary DMA ORIGIN Pleasure/vacation 52.5% 26.9% LOS ANGELES 36.9% Visit friends/relatives 29.8% 15.1% PHOENIX 12.7%

Enjoy the climate 7.2% 32.7% BRITISH COLUMBIA 6.0% Special event 4.1% 8.9% SAN DIEGO 4.0% Business 2.9% 5.0% DETROIT 3.3% Group/tour travel 0.6% .3% Seasonal Resident 1.4% 4.3% Seasonality - Gambling Visitors Attend a conference or meeting 0.8% 1.9% 16.9% Relocation 0.6% 1.4% 13.8% 8.8% 8.8% 8.1% 6.9% 7.1% 6.9% 7.1% 7.1% 5.0% PARTICIPATION IN BOATING 3.6% Yes 64.1%

No 35.9%

400 Visitors Who Gamble(continued) MODE OF TRANSPORTATION LODGING Personal Auto 56.6% Mid-price hotel/motel 25.2% Rental Auto 19.7% With friends or relatives 24.4%

RV / Motor home 9.3% RV / Camping 12.9% 4.3% Commercial Plane Full-service luxury hotel/motel 12.5% Motorcycle 4.2% Budget hotel/motel 7.0% Private Plane 2.5% Condo / Vacation rental 5.7% Tour bus 2.3% Timeshare guest 3.6% Other 1.1% Timeshare owner 3.2% DAYS OF WEEK VISITED Second home 1.5% Weekend only 33.5% Boat-in camping 1.5% Weekdays only 20.1% Peer-to-peer 0.6% Combo of Weekend and Weekdays 46.4%

401 Visitors Who Gamble(continued)

VISITOR VALUE TOP ATTRACTIONS VISITED Lodging $149 Lake Havasu 60.1%

Restaurant/Bar $136 Laughlin area casinos 51.3%

Shopping $101 London Bridge Beach 48.3%

Recreation/Tours $24 London Bridge 46.6%

Entertainment/Admission $65 Lake Havasu State Park / Windsor Beach 44.8%

Boat Maintenance, Supplies, Fuel in LHC $44 TOP ACTIVITIES Auto Maintenance, Supplies, Fuel in LHC $23 Gambling 100% Watercraft Rental $24 Swimming 31.8% TOTAL MEAN SPEND/VISITOR $696 Walking 29.9%

VISITATION STATS SUMMARY Fishing 25.0%

Average visits per year 3.1 Jet skis / personal watercraft 24.1% Average length of stay 3.9

Number of visits in past 3 years 6.0 402 Visitors Who Gamble(continued)

TOP ATTRACTIONS FOR RETURN TOP ACTIVITIES FOR RETURN Lake Havasu 36.6% Gambling 56.2%

London Bridge Beach 33.8% Hot Air Balloon Rides 23.7%

Lake Havasu State Park 31.1% Jet Skis / personal watercraft 20.7%

Laughlin area casinos 30.8% Concerts in the park 20.4%

Havasu Landing Resort & Casino 29.2% Swimming 20.2%

Colorado River Beaches (misc.) 28.4% Helicopter Rides 19.5%

London Bridge 28.2% Houseboats 19.3%

Historic Route 66 27.7% Narrated Lake Havasu tour including 19.0% lighthouses and/or Copper Canyon The Sand Bar 27.1% Narrated river tour to Laughlin, NV 18.5% Havasu National Wildlife Refuge 27.0% Narrated London Bridge Historic Walking 17.9% Tour

403 Visitors Who Gamble(continued) Slogan Ranking - Gamblers Rank Order Rank Average Lake Havasu City - Just add water 1 4.5 Lake Havasu City - Play Like You Mean It. SM 2 4.6 Lake Havasu City - This is the place 3 4.8 Lake Havasu City - Where fun flows naturally 4 4.9 Lake Havasu City - Warm, friendly fun 5 5.0 Lake Havasu City - Arizona's West Coast 6 5.1 Lake Havasu City - Where fun is always in season 7 5.2 Lake Havasu City - Arizona's playground 8 5.2 Lake Havasu City - Home of the London Bridge 9 5.6

Planning Resources Used - Gamblers 2014 Friends / relatives 44.8% Trip Advisor 40.2% Destination websites 25.4% Travel magazines 25.2% Other travel websites 20.9% Facebook or Twitter interaction with the destination 17.7% American Automobile Association 17.1% Destination guide 15.7% Newspaper travel articles 12.9% Email received from destination 12.9% Travel chat websites 11.6% Ads in the newspaper travel section 10.2% Travel Agent 9.3% Rack brochure 9.1% Billboard advertisement 4.5% 404 Visitors Who Gamble(continued)

Social Media - Gamblers Daily Every Week Every Few Weeks Rarely to Never Facebook 61.8% 15.2% 9.5% 13.6% YouTube 38.4% 27.3% 17.5% 16.8% Twitter 27.7% 19.5% 14.6% 38.2% Instagram 24.3% 17.0% 13.0% 45.7% Google Plus 23.9% 22.0% 15.0% 39.1% Pinterest 20.5% 19.8% 16.6% 43.0% LinkedIn 16.6% 18.6% 17.5% 47.3% Tumblr 13.4% 16.3% 12.5% 57.9%

Age Profile - Gamblers 18-24 12.3% 25-34 29.1% 35-44 19.5% 45-54 15.9% 55-64 13.8% 65+ 9.2%

405 June-July Visitors Compared to Full Year Visitors Notable changes in June-July: •Boating way up •Visit Friends/Relatives up •Professionals, Skilled workers, military up – Retired way down •Adults with children up, couples down •Age 18-44 way up, age 55+ way down

PARTICIPATE IN BOATING ON LAKE HAVASU JUNE-JULY TOTAL PROFESSION JUNE-JULY TOTAL Yes 81.4% 58.0% Professional 30.0% 25.1% No 18.6% 42.0% Skilled worker 18.6% 13.5% Homemaker 12.1% 15.2% TRIP PURPOSE JUNE-JULY TOTAL Salesperson 7.9% 6.8% Pleasure/vacation 52.7% 58.4% Business owner/self-employed 7.9% 9.0% Visit friends/relatives 31.1% 22.6% Retired 6.4% 20.9% Special event 5.5% 4.7% College student 6.4% 6.0% Business 4.2% 9.7% Government employee 2.9% 2.2% Enjoy the climate 2.5% 9.7% Military 2.9% 1.2% Professionally guided bus tour with a group 1.2% 1.2% Attend a conference or meeting 0.0% 1.6% AGE JUNE-JULY TOTAL Relocation 0.0% 0.0% 18-24 20.7% 10.9% PARTY COMPOSITION JUNE-JULY TOTAL 25-34 32.9% 21.2% I travel alone 8.6% 9.6% 35-44 22.9% 19.7% Couple 25.7% 32.7% 45-54 15.0% 17.7% Adult/s with child/ren 41.4% 32.9% 55-64 6.4% 17.1% Several adults 22.1% 22.9% 65-74 2.1% 13.4% Tour / motorcoach travel 2.1% 1.2%

406 APPENDIX:

-ATTRACTIONS AND ACTIVITIES: RANKED BY CATEGORY -SURVEY TOOL (UNDER SEPARATE COVER)

407 ATTRACTIONS VISITED: RANKED BY CATEGORY

IMPORTANT NOTE: WE ASKED WHICH ATTRACTIONS WERE EVER VISITED BY OVERNIGHT AND DAY VISITORS, WHETHER ON THEIR MOST RECENT TRIP OR PAST TRIPS. THEREFORE THE TIME PERIOD COVERED IS MORE THAN ONE YEAR. THE QUESTION WAS ASKED IN THIS WAY TO ASCERTAIN THE MOST POPULAR ATTRACTIONS AND ACTIVITIES FOR EACH VISITOR GROUP.

408 Historic Attractions Visited

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

London Bridge 42.5% 39.7% 29.9% 48.0% 42.0%

Historic Route 66 39.6% 38.8% 37.1% 42.2% 39.1%

Route 66 Museum 36.1% 29.3% 20.1% 20.1% 29.5%

Lake Havasu Museum of History 29.1% 21.1% 17.5% 8.2% 21.2%

Lake Havasu lighthouses 25.6% 28.4% 12.9% 12.3% 23.4%

Kingman 24.2% 25.0% 17.5% 32.8% 28.0%

Picture Rock 21.4% 17.2% 15.1% 10.7% 17.2%

Colorado River Indian Tribes Museum 17.2% 17.7% 10.8% 8.6% 16.4%

Topock Maze, aka Mystic Maze 15.1% 11.2% 9.8% 6.1% 14.1%

Oatman 13.0% 14.2% 6.2% 14.8% 15.8%

409 Natural/Scenic Attractions

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Lake Havasu 62.5% 62.1% 55.7% 51.6% 57.0%

Havasu National Wildlife Refuge 28.4% 27.2% 22.2% 9.8% 23.4%

Copper Canyon 27.4% 31.9% 18.0% 16.0% 25.5%

Rotary Park 20.7% 13.4% 10.8% 7.0% 16.5%

Bill Williams National Wildlife Refuge 17.5% 15.9% 4.6% 5.3% 14.9%

Hualapai Mountains 17.5% 15.9% 8.8% 11.9% 17.1%

Topock Gorge 15.4% 9.9% 9.8% 9.0% 13.9%

Ahakhav Tribal Preserve 14.4% 12.1% 8.2% 4.1% 12.3%

SARA Park 14.0% 9.9% 7.2% 4.1% 12.3%

Bill Williams National Wildlife Refuge 6.3% 6.1% 5.6% 5.7% 5.7%

410 Beaches Visited

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Lake Havasu State Park 49.1% 44.4% 44.8% 23.4% 39.5%

London Bridge Beach 40.4% 44.8% 36.6% 39.3% 41.4%

The Sand Bar 39.3% 36.6% 6.6% 10.7% 31.9%

Colorado River Beaches - miscellaneous 37.9% 33.6% 29.9% 22.5% 32.7%

The Aquatic Center 30.2% 20.7% 15.5% 10.2% 23.5%

Body Beach 26.0% 20.7% 16.3% 9.0% 21.9%

Bridgewater Channel 24.2% 23.3% 22.4% 11.1% 21.4%

Rotary Community Park Beach 19.6% 11.6% 9.3% 7.0% 16.1%

411 Shopping Sites Visited

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Shops at Lake Havasu Mall 38.9% 41.4% 27.8% 15.2% 32.8%

Island Fashion Mall 29.1% 18.5% 21.1% 7.0% 20.9%

Main Street/McCulloch Blvd./Downtown Havasu District 27.4% 22.4% 25.3% 14.8% 22.9%

London Bridge Plaza Swap Meet 26.7% 25.4% 9.3% 11.1% 22.8%

English Village 23.2% 19.4% 18.6% 12.7% 20.8%

412 Breweries and Distilleries Visited

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Barley Brothers Restaurant & Brewery 23.5% 18.1% 15.6% 3.3% 18.7%

College Street Brewhouse & Pub 21.4% 12.9% 5.1% 2.9% 15.6%

Desert Diamond Distillery 16.5% 17.7% 12.4% 4.1% 14.8%

Mud Shark Brewery 15.8% 13.8% 13.1% 4.1% 14.1%

Stetson Winery 13.7% 14.2% 9.3% 3.3% 12.3%

413 Casinos Visited

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Havasu Landing Resort & Casino 31.6% 32.8% 23.7% 7.0% 25.9%

Laughlin area casinos 30.9% 33.6% 22.7% 31.6% 32.5%

Avi Resort & Casino 24.9% 19.0% 11.3% 15.6% 21.2%

Bluewater Casino 24.6% 19.0% 13.4% 9.8% 19.8%

Gallagher's Dining & Pub 13.3% 14.2% 13.6% 5.3% 13.7%

414 Marinas and Boat Launches Visited – Part 1 Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Lake Havasu State Park 29.5% 23.3% 33.7% 11.9% 21.9%

Lake Havasu Marina 28.4% 27.6% 15.5% 11.1% 23.0%

Havasu Landing Resort & Casino 23.5% 22.4% 15.8% 5.3% 18.8%

Avi Resort & Casino 17.9% 18.1% 10.3% 9.4% 16.5%

Havasu Springs Resort & Marina 15.8% 16.8% 10.8% 3.3% 14.0%

Body Beach 14.7% 9.9% 7.1% 3.7% 11.9%

Sand Point Marina 13.0% 11.6% 4.6% 2.9% 11.1%

Catfish Paradise 12.6% 8.6% 6.7% 4.9% 10.5%

Beachcomber RV Resort 12.6% 5.2% 2.2% 2.0% 8.9%

Nautical Beachfront Resort 12.6% 13.4% 8.8% 4.1% 12.0%

415 Marinas and Boat Launches Visited – Part 2

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Five Mile Landing 11.9% 13.4% 8.8% 4.1% 11.6%

Topock 66 Marina 11.9% 9.5% 7.1% 2.9% 9.8%

Take Off Point Recreation Site 11.9% 4.7% 2.1% 2.0% 8.0%

Crazy Horse Campgrounds 11.6% 13.8% 7.2% 3.3% 11.5%

Cattail Cove State Park 11.2% 9.9% 6.2% 2.5% 9.7%

Site Six Launch Ramp 11.2% 6.9% 6.2% 3.7% 10.0%

Islander Resort 10.9% 8.6% 6.3% 2.0% 9.6%

Black Meadow Landing 8.8% 7.3% 5.2% 1.2% 8.0%

Moabi Regional Park / Pirate's Cove 8.8% 8.6% 3.1% 2.9% 8.2%

416 Golf Courses Visited

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

The Courses at London Bridge Golf Club: Nassau Golf Course 10.2% 4.7% 3.6% 0.8% 6.9% Mohave Resort Golf Club (at Avi Resort & Casino) 9.1% 5.2% 4.6% 4.5% 8.5% Bridgewater Links Golf Course 8.8% 5.6% 5.2% 0.0% 7.5% Los Lagos Golf Club 8.1% 4.7% 4.2% 2.5% 6.9% Emerald Canyon Golf Course 7.4% 8.6% 8.2% 1.6% 7.9% Island Golf Club 7.0% 5.6% 7.2% 1.2% 6.6%

River's Edge Golf Course (formerly Needles Municipal Golf Course) 7.0% 3.4% 1.5% 2.5% 6.8% El Rio Golf Club (now closed) 7.0% 5.2% 6.2% 3.3% 7.0% Chaparral Golf & Country Club 7.0% 5.2% 5.1% 0.8% 6.3% Cerbat Cliffs Golf Course 6.7% 3.4% 3.6% 1.6% 6.1%

The Courses at London Bridge Golf Club: The Old London Golf Course 6.7% 5.6% 5.7% 2.0% 6.7% Refuge Golf & Country Club 6.3% 4.3% 3.6% 0.8% 5.8% Laughlin Ranch Golf Club 6.0% 3.9% 2.8% 2.0% 6.0%

Huukan Golf Club (formerly Desert Lakes Golf Course) 5.6% 4.7% 4.9% 1.2% 6.3%

417 City Parks Visited

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

London Bridge Beach 36.1% 33.6% 36.6% 22.5% 30.1% dog park (various) 16.5% 12.9% 4.6% 7.8% 14.2%

Avalon Park 15.4% 10.8% 10.1% 4.1% 12.5%

Rotary Park 14.7% 12.1% 9.3% 6.1% 12.7%

Yonder Park 12.6% 9.1% 7.6% 3.3% 10.8%

Wheeler Park 10.2% 9.1% 8.8% 2.9% 10.3%

SARA Park 10.2% 10.3% 9.4% 6.1% 10.6%

Realtor Park 9.5% 7.3% 6.1% 2.9% 8.9%

Jack Hardie Park 8.8% 5.6% 4.5% 2.9% 7.9%

Dick Samp Memorial Park 8.4% 7.3% 5.4% 4.1% 9.0%

418 Sporting Attractions Visited

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Havasu 95 Speedway 18.2% 9.9% 7.2% 2.5% 12.8%

Lake Havasu City Sportsmans' Club - SARA Park 16.5% 11.6% 9.9% 4.9% 13.9%

Sam's Shooters Emporium 13.7% 8.6% 7.2% 1.6% 11.5%

Tinnell Sports Park (skatepark, BMX) 12.3% 11.2% 6.6% 2.0% 11.6%

Grand Island Park Disc Golf Course (Frisbee golf) 9.8% 8.6% 5.9% 3.7% 10.1%

419 Other Attractions Visited

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Historic Route 66 38.6% 32.3% 36.2% 37.3% 35.4%

Parker Dam 22.1% 22.8% 12.4% 15.2% 20.4%

Desert Bar 20.7% 17.2% 8.8% 4.9% 16.5%

Parker Strip 17.5% 8.6% 4.1% 6.6% 13.7%

Pirate Cove Resort 16.8% 15.9% 10.3% 4.5% 14.3%

Topock 66 14.0% 12.1% 10.1% 3.3% 12.1%

SARA Park Rodeo Grounds 10.5% 9.9% 9.4% 4.5% 10.5%

420 Executive Summary: Attractions Most Visited

• Attractions most visited: – Lake Havasu State Park, 49.1% – London Bridge, 42.5% – Historic Route 66, 39.6% – Shops at Lake Havasu Mall, 38.9% – London Bridge Beach, 36.1% – Route 66 Museum, 36.1% – Havasu Landing Resort & Casino, 31.6% – Lake Havasu Marina, 28.4% – Havasu National Wildlife Refuge, 28.4% – Copper Canyon, 27.4% – Barley Brothers Restaurant & Brewery, 23.5% – Parker Dam, 22.1% – Havasu 95 Speedway, 18.2%

421 ACTIVITIES PARTICIPATED IN WHILE IN LAKE HAVASU CITY: RANKED BY CATEGORY

IMPORTANT NOTE: WE ASKED WHICH ATTRACTIONS WERE EVER VISITED BY OVERNIGHT AND DAY VISITORS, WHETHER ON THEIR MOST RECENT TRIP OR PAST TRIPS. THEREFORE THE TIME PERIOD COVERED IS MORE THAN ONE YEAR. THE QUESTION WAS ASKED IN THIS WAY TO ASCERTAIN THE MOST POPULAR ATTRACTIONS AND ACTIVITIES FOR EACH VISITOR GROUP.

422 Other Outdoor Activities Participated In – Part 1

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors Swimming 37.7% 37.8% 53.3% 15.8% 29.7% Walking 34.4% 33.3% 33.3% 19.9% 28.0% Fishing 27.5% 23.6% 30.3% 8.7% 20.0% Hiking 27.1% 23.1% 28.5% 12.0% 20.5% Sunbathing 25.3% 29.3% 40.6% 8.3% 20.4% Camping 20.9% 21.8% 19.4% 6.2% 17.3% Water skiing 17.6% 21.3% 17.6% 4.1% 14.3% Bowling 14.7% 7.1% 5.8% 4.6% 10.5% Volleyball 13.9% 7.1% 5.5% 3.7% 9.8% Bird watching 12.1% 10.2% 12.1% 3.3% 9.8% Wakeboarding 11.0% 9.3% 15.2% 2.1% 8.4% Rock climbing 11.0% 9.8% 7.3% 2.1% 8.9% Mountain biking 11.0% 8.9% 7.7% 2.5% 8.5% Golf 10.3% 8.0% 8.2% 2.5% 8.2% Disc / Frisbee Golf 9.5% 5.3% 4.1% 2.1% 6.3%

423 Other Outdoor Activities Participated In – Part 2

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors Target shooting / skeet shooting 9.2% 6.7% 6.5% 2.5% 7.4% Wake surfing 9.2% 5.8% 5.5% 2.5% 6.7% Archery 8.8% 5.8% 4.5% 3.7% 6.7% Rock hounding 8.8% 6.2% 4.2% 2.1% 6.4% RC planes 8.8% 5.8% 4.2% 3.3% 6.7% RC cars 8.8% 4.0% 2.9% 1.2% 5.4% Tennis 8.4% 6.7% 6.2% 1.7% 7.0% Stand Up Paddleboard 7.3% 5.3% 2.4% 1.2% 5.8% Scuba diving 7.3% 3.6% 4.2% 4.1% 6.5% Skateboarding 6.6% 5.3% 4.8% 2.1% 6.2% Flyboarding 6.6% 5.3% 0.1% 1.2% 5.1% RC boats 6.6% 6.7% 4.7% 2.5% 6.3% Hunting 6.2% 4.0% 6.1% 2.5% 5.6% Road Biking 5.9% 4.9% 3.6% 2.1% 5.7% Geocaching 4.8% 4.4% 1.6% 2.1% 4.7%

424 Boating Activities Participated In

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Jet Skis/personal watercraft 25.3% 23.1% 27.9% 7.1% 19.9%

Fishing boats 20.1% 19.6% 13.3% 5.8% 16.8%

Ski boats 19.4% 13.8% 13.9% 5.4% 14.2%

Jet Boats 17.2% 19.6% 18.8% 3.7% 15.1%

Houseboats 17.2% 12.4% 6.7% 6.6% 13.7%

Kayaks 15.8% 11.6% 13.9% 6.2% 12.9%

Pontoon boats 15.8% 11.6% 9.1% 2.5% 12.0%

Canoes 13.9% 9.8% 12.1% 3.7% 11.8%

Sailboats/catamarans 9.5% 10.7% 9.7% 2.5% 8.8%

425 Airborne Activities Participated In

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Hot air balloon rides 17.9% 13.8% 13.3% 5.4% 15.4%

Helicopter rides 15.4% 12.9% 15.8% 5.4% 13.5%

Small plane rides 11.7% 10.2% 6.1% 3.7% 11.2%

Ultralight rides 10.3% 8.0% 3.0% 2.5% 9.8%

426 Off-Roading Activities Participated In

Overnight Past 12 Overnight 2- Past Visitors Months 3 Yrs Ago 3+ Yrs Day Visitors All Visitors

Other 4x4 vehicles 14.7% 8.0% 3.6% 2.5% 11.6%

ATVs/UTVs 14.3% 12.4% 15.2% 6.2% 13.0%

Motorcycles / dirt bikes 14.3% 13.8% 9.1% 5.0% 12.9%

Jeeps 13.6% 12.0% 7.3% 3.3% 12.6%

Dune buggies/sand rails 12.7% 8.4% 6.7% 4.1% 10.9%

427 Cultural Activities Participated In

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Concerts in the Park 19.8% 16.9% 15.8% 4.6% 14.7%

Classic Car events 12.5% 13.3% 14.6% 4.6% 12.8%

Grace Arts Live Theatre 12.1% 6.2% 3.0% 2.5% 8.7%

Lake Havasu Concert Association Series/Performing Arts Center 11.4% 8.4% 12.7% 4.6% 10.2%

Museum of History Monthly Presentations 11.4% 9.8% 0.0% 1.2% 9.2%

Fourth Friday Concert Series/Refuge Golf & Country Club 10.3% 6.2% 2.4% 1.2% 9.0%

ASU Lecture Series 2.1% 0.7% 0.0% 2.1% 6.5%

428 Touring Activities Participated In

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Narrated Lake Havasu tour including lighthouses and/or Copper Canyon 17.2% 10.7% 13.3% 2.5% 11.9%

Narrated river tour to Topock Gorge 14.7% 10.2% 4.2% 3.3% 11.4%

Narrated sunset tour 14.3% 6.2% 1.3% 1.7% 10.2%

Narrated river tour to Laughlin, NV 13.9% 12.4% 4.2% 7.1% 13.6%

Guided canoe/kayak/paddleboard tour 13.2% 8.4% 4.2% 1.7% 9.8%

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Narrated London Bridge Historic Walking Tour 17.9% 14.2% 10.9% 6.2% 14.8%

Jeep Tour 13.6% 12.9% 12.6% 2.1% 12.3%

Topock Gorge Full Moon Kayak Tour 12.8% 5.8% 0.6% 2.9% 9.7%

Mountain Biking Tour 11.7% 8.0% 2.1% 3.7% 10.7%

429 Other Activities Participated In

Overnight Past 12 Overnight 2-3 Past Visitors Months Yrs Ago 3+ Yrs Day Visitors All Visitors

Gambling 42.1% 46.2% 33.3% 23.2% 39.6%

Volunteering/community service 13.2% 8.4% 0.0% 2.9% 11.0%

430 Executive Summary: Activities Participated In

• Activities most participated in: – Gambling, 42.1% – Swimming 37.7% – Walking 34.4% – Fishing, 27.5% – Jet Skis / personal watercraft, 25.3% – Concerts in the Park, 19.8% – Hot air balloon rides, 17.9% – Narrated Lake Havasu tour including lighthouses and/or Copper Canyon, 17.2% – Narrated London Bridge Historic Walking Tour, 17.9%

431