Maine Lakes & Mountains Regional Report 2019

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Maine Office of Tourism

Visitor Profile Research

Regional Insights 2019: Maine Lakes & Mountains

Prepared by

April 2020 Regional Insights 2019: Maine Lakes & Mountains TABLE OF CONTENTS

Introduction 3

Visitors to Maine Lakes & Mountains: How They Are Unique 4

Visitation and Economic Impact Summary 10

Overnight Visitors 12 Profile 13 Trip Experience 18 Day Visitors 32 Profile 33 Trip Experience 38

Research Objectives and Methodology 51 2019 Regional Report Maine Lakes & Mountains Introduction

• This report provides a profile of visitors and their trips to the Maine Lakes & Mountains tourism region during 2019, from a survey of:

– 413 overnight visitors, and – 185 day visitors.

• Throughout this report, data for the Maine Lakes & Mountains tourism region will be presented alongside data for the state of Maine as a whole. Statistically significant differences between the tourism region and the state were calculated at the 95% confidence level and are noted throughout by < > around the larger figure. (A statistically significant difference means the observed difference is more than would be expected by chance 95 out of 100 times.)

• Statistically significant differences between 2018 and 2019 are also highlighted for both the Maine Lakes & Mountains region and the state of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.

3 Visitors to Maine Lakes & Mountains: How They Are Unique

4 Visitor Origin, Demographics and Travel Party Composition Visitors to the Maine Lakes & Mountain region, compared to visitors statewide were…

Overnight Visitors • Less likely to be from CT • More likely to be in the youngest age group (<35 years old) and less likely to be in the two oldest age groups (45-55, 55+), resulting in a lower average age • More likely to have a higher annual income, on average • More likely to be a First-time Visitor • More likely to be traveling with children

Day Visitors • Less likely to be from New Brunswick, Canada

5 Trip Purpose and Interest Areas

Visitors to the Maine Lakes & Mountain region, compared to visitors statewide were…

Overnight Visitors • More likely to be traveling primarily for outdoor recreation and less likely to be traveling primarily to shop (among leisure travelers) • More interested in active outdoor activities, water activities, and family fun • Less interested in food/beverage/culinary activities and shopping

Day Visitors • More likely to be traveling primarily for outdoor recreations and less likely to be traveling primarily to shop (leisure daytrippers) • More likely to be interested in active outdoor (non-water) activities and family/children’s fun • Less likely to be interested in food/beverage/culinary activities and shopping

6 Trip Interests and Importance (Travel Driver Index)

Visitors to the Maine Lakes & Mountain region, compared to visitors statewide were…

Overnight Visitors • More likely to have active outdoor activities (non-water) as a trip driver • Less likely to have food/beverage/culinary activities as trip driver

Day Visitors • More likely to have active outdoor activities (non-water) as a trip driver • Less likely to have food/beverage/culinary or shopping activities as trip driver

7 Trip Activities Visitors to the Maine Lakes & Mountain region, compared to visitors statewide, were…

Overnight Visitors More likely to: • Enjoy mountain views and wildlife/ bird watch • Enjoy local food at fairs/festivals • Go fishing • Attend operas/classical music events

Less likely to: • Enjoy views of the ocean/rocky coast • Eat lobster or other local seafood • Go to the beach or swim in a pool

8 Trip Activities

Visitors to the Maine Lakes & Mountain region, compared to visitors statewide, were…

Day Visitors More likely to: • Enjoy mountain views and wildlife/bird watch • Go swimming outdoors, canoeing/kayaking, motorboating, or waterskiing/jet skiing

Less likely to: • Go horseback riding • Enjoy high-end/five-star dining • Enjoy views of the ocean/rocky coast • Go to the beach • Participate in nightlife/evening entertainment • Attend plays/musicals/theatrical events or operas/classical music events

9 Visitation and Economic Impact Summary

10 Visitation and Economic Impact Summary

11 OVERNIGHT VISITORS

12 Overnight Visitors: Profile

13 2019 Regional Report Maine Lakes & Mountains Overnight Visitor Demographics Overnight Visitors

Maine Lakes & Mountains 2019 2019 (n=2916) (n=413) Age: < 35 49% <57%> 35 - 44 22% 22% 45 - 54 <14%> 9% 55 + <15%> 12% Mean <38.0> 35.6 Income: < $50,000 25% 22% $50,000 - $99,999 43% 44% $100,000 + 32% 34% Mean $88,960 <$95,770> Female 61% 60% College degree or higher 66% 65% Married 44% 44% Employed full-time 69% 70%

<> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 14 2019 Regional Report Maine Lakes & Mountains In what State or Province do you reside? Overnight Visitors Regions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine’s core advertising markets.

LOCATION OF RESIDENCE* Maine 2019 (n=2916) Maine Lakes & Mountains 2019 (n=413) STATE/PROVINCE OF RESIDENCE

16% 83% United States (NET) 84% 15% 5% <5%> 3% 4% 2% 5% 3% 2% 5% 2%

35% MA ME CT RI NH VT New England (NET) 33% 20%

20% 13% 9% 14% 5% 48% 11% Mid-Atlantic (NET) 5% 51% NY PA NJ MD

17% Canada (NET) 16% 9% 11% 5% 4% 2% 1% 1% <1%

ON QB NB NS

REPEAT VS. FIRST-TIME VISITORS

<71%> 66% No - Repeat Visitors Yes - First-time Visitors

29% <34%>

Maine 2019 Maine Lakes & Mountains 2019 (n=2916) (n=413)

Q11. <> indicates a significant difference between this region and the State at the 95% confidence level. 16 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains How many people were in your travel party on this specific trip to Maine? Overnight Visitors How many were children?

TRAVEL PARTY SIZE AND COMPOSITION

3.1 3.7

Percent Traveling With Children <43%> 34% Average Number of People in Travel Party

Maine 2019 Maine Lakes & Mountains 2019 (n=2916) (n=413)

Q24. Q25. <> indicates a significant difference between this region and the State at the 95% confidence level. 17 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. Overnight Visitors: Trip Experience

18 2019 Regional Report Maine Lakes & Mountains What was the primary purpose of your most recent business trip in Maine? Overnight Visitors

PRIMARY PURPOSE OF OVERNIGHT BUSINESS TRIP

29% Convention, conference, or trade show 34%

31% Meeting 28%

24% Training or professional development 27%

14% Sales or service 11% Maine 2019 Business (n=831)

<3%> Maine Lakes & Mountains 2019 Business Other (n=138) <1%

Q8. <> indicates a significant difference between this region and the State at the 95% confidence level. 19 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains What was the primary purpose of your most recent leisure trip in Maine? Overnight Visitors

PRIMARY PURPOSE OF OVERNIGHT LEISURE TRIP

24% Outdoor recreation <31%> 25% General visit to see friends or relatives 30%

16% Holiday visit 12%

8% History or cultural tourism activities 7%

6% Family reunion 7%

5% Wedding 4%

<7%> Shopping 3%

1% Maine 2019 Leisure (n=2085) Funeral 1%

Class reunion <1% Maine Lakes & Mountains 2019 <1% Leisure (n=275) <7%> Other 4%

Q9. <> indicates a significant difference between this region and the State at the 95% confidence level. 20 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains Which interest areas did you want to pursue during this trip to Maine? Overnight Visitors Rank them in order of their importance in your decision to come to Maine…

INTEREST AREAS MOST IMPORTANT INTEREST AREA MAINE LAKES & MOUNTAINS Maine 2019 (n=2916) Maine Lakes & Mountains 2019 (n=413)

<62%> Food, beverage, or culinary 53% 31%

41% Active outdoor activities (non-water) <52%> 43%

51% Touring or sightseeing 49% 37%

<50%> Shopping 43% 18%

30% Family fun or children's activities <36%> 43%

29% Water activities <36%> 21%

33% 31% History or culture 35%

3% Other 2%

Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. 21 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains Travel Driver Index = percentage selecting category as interest area X Overnight Visitors percentage ranking same interest area as most important

TRAVEL DRIVER INDEX

15% Active outdoor activities (non-water) <22%>

21% Touring or sightseeing 18%

14% Family fun or children's activities 16%

<20%> Food, beverage, or culinary 16%

9% History or culture 11%

11% Shopping 8% Maine 2019 (n=2916) 8% Water activities 7% Maine Lakes & Mountains 2019 (n=413) 3% Other 2%

Q32. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q33. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. 22 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Overnight Visitors Active Outdoor (non-water)

ACTIVE OUTDOOR ACTIVITIES – NON-WATER (Base: Those who report outdoor activities as an interest area for their Maine trip)

62% Hiking, climbing, or backpacking 61%

45% Exploring state and national parks 39%

24% Camping 29%

25% Bicycling or mountain biking 28%

13% Riding all-terrain vehicles 17%

8% Alpine skiing or snowboarding 10% Maine 2019 (n=1202) 7% Snowmobiling 7% Maine Lakes & Mountains 2019 (n=213) 7% Hunting (game or bird) 7%

4% Nordic skiing 5%

5% Snowshoeing 5%

Q37. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 23 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Overnight Visitors Touring, Sightseeing

TOURING OR SIGHTSEEING ACTIVITIES (Base: Those who report touring or sightseeing as an interest area for their Maine trip) 55% Enjoying the mountain views <73%>

70% Sightseeing 64%

<65%> Enjoying the ocean views or rocky coast 57%

51% Driving for pleasure 51%

34% Wildlife viewing or bird watching <44%>

27% Viewing fall colors 32% Maine 2019 (n=1479) 24% Nature cruises or tours 29% Maine Lakes & Mountains 2019 Taking tours of communities or local 25% (n=203) architecture 28%

Q37. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 24 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Overnight Visitors Family Fun, Children’s Activities

FAMILY FUN/CHILDREN’S ACTIVITIES (Base: Those who report family fun/children’s activities as an interest area for their Maine trip )

45% Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) 46%

36% Animal parks or zoos 39%

32% Amusement or theme parks 30%

32% Children's museums 33%

30% Water parks 31%

18% Horseback riding 25%

14% Maine 2019 (n=883) Agricultural fairs 16% Maine Lakes & Mountains 2019 (n=149) 11% Spectator sports 15%

10% Summer camps 10%

Q37. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 25 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Overnight Visitors Food, Beverage, Culinary

FOOD, BEVERAGE, OR CULINARY ACTIVITIES (Base: Those who report food, beverage, or culinary activities as an interest area for their Maine trip)

Consumed other locally produced Maine foods (i.e., blueberries, 47% maple syrup, or apples) 49%

<57%> Ate lobster or other local seafood 49%

Enjoyed unique Maine food or beverages (i.e., whoopie pies or 45% Moxie) 46%

31% Enjoying local food at fairs or festivals <42%>

39% Going to local brew pubs or craft breweries 42%

29% Visited Farmer's Markets 32%

Maine 2019 (n=1795) 25% Enjoyed high-end cuisine or five-star dining 26% Maine Lakes & Mountains 2019 (n=218) 20% Ate farm to table or organic cuisine 20%

Q37. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 26 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Overnight Visitors History, Culture

HISTORY OR CULTURE ACTIVITIES (Base: Those who report history or culture as an interest area for their Maine trip)

60% Visiting historic sites or museums 52%

45% Visiting art museums or local artisan exhibits 38%

39% Getting to know the local people and/or culture 37%

26% Participating in nightlife or other evening entertainment 32%

17% Attending plays, musicals, or theatrical events 22%

17% Painting, drawing, or sketching 21% Maine 2019 (n=965)

11% Maine Lakes & Mountains 2019 Attending operas or classical music events <21%> (n=143) 17% Attending popular music concerts or events 20%

13% Attending sports events 18%

Q37. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 27 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Overnight Visitors Shopping

SHOPPING ACTIVITIES (Base: Those who report shopping as an interest area for their Maine trip)

49% Shopping for gifts or souvenirs 50%

50% Outlet shopping 48%

47% General shopping at malls, downtown 46%

38% Shopping for unique, locally produced goods 45% Maine 2019 (n=1461)

29% Shopping for products with the 'Made in Maine' identifier Maine Lakes & Mountains 2019 32% (n=176)

27% Shopping for antiques, local arts and crafts 31%

Q37. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 28 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Overnight Visitors Water Activities

WATER ACTIVITIES (Base: Those who report water activities as an interest area for their Maine trip)

50% Outdoor swimming (lake, ocean, river) 52%

<63%> Going to the beach 51%

33% Canoeing or kayaking 41%

31% Fishing (ocean, lake, stream, river, ice) <41%>

<42%> Pool swimming (indoor or outdoor) 37%

17% Motor boating 17%

16% Water skiing or jet skiing 17% Maine 2019 (n=851) 14% Maine Lakes & Mountains 2019 (n=147) White water rafting 19%

12% Sailing 13%

11% Surfing 10%

Q37. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 29 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains Within the region, what specific attractions or locations did you visit? Overnight Visitors

% VISITING

TOP ATTRACTIONS OTHER ATTRACTIONS*

23% Long Lake 8% Oxford Casino

21% Maine Wildlife Park 8% Poland Spring Preservation Park

20% Maine Beer Trail 8% Sugarloaf Mountain

20% Black Mountain 7% Saddleback Mountain

14% Grafton Notch State Park 7% Rufus Porter Museum

13% Maine Huts & Trails 7% Pennacook Falls

13% White Mountain National Forest 7% Shawnee Peak

12% Lovejoy Covered Bridge 7% Mount Blue State Park

12% Sebago Lake State Park 7% Androscoggin Bank Colisee

11% Artist’s Covered Bridge 7% Mt. Abram Ski Resort

9% Rangeley Lakes 7% Sunday River Ski Resort

9% Bates College Museum of Art

* Does not include options selected by fewer than 7% of surveyed visitors.

Q32: Please check all that apply. (n=413) Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 30 2019 Regional Report Maine Lakes & Mountains How likely will you be to travel in Maine in the next two years? Overnight Visitors

LIKELIHOOD OF FUTURE TRAVEL TO MAINE (next 2 years)

71% 74%

22% 24% I already have specific plans Definitely will Probably will 49% 51% Might/Might not Probably will not Definitely will not 19% 18% Net: Already have plans/Definitely will 8% 6% Maine 2019 Maine Lakes & Mountains 2019 (n=2916) (n=413)

Q44. <> indicates a significant difference between this region and the State at the 95% confidence level. 31 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. DAY VISITORS

32 Day Visitors: Profile

33 2019 Regional Report Maine Lakes & Mountains Day Visitor Demographics Day Visitors

Maine Maine Lakes & Mountains 2019 2019 (n=1755) (n=185) Age: < 35 37% 39% 35 - 44 19% 18% 45 - 54 17% 20% 55 + 27% 22% Mean 43.0 41.6 Income: < $50,000 39% 36% $50,000 - $99,999 39% 43% $100,000 + 22% 22% Mean $72,870 $71,510 Female 77% 74% College degree or higher 59% 57% Married 47% 48% Employed full-time 53% 56%

STATE/PROVINCE OF RESIDENCE

89% United States (NET) 95%

35% Maine 44%

34% Massachusetts 32%

16% New Hampshire 14%

3% Vermont 2%

2% Rhode Island 3% Maine 2019 (n=1755)

11% Canada (NET) 5% Maine Lakes & Mountains 2019 (n=185)

<6%> New Brunswick 1%

4% Quebec 3%

<1% Nova Scotia <1%

Q2. <> indicates a significant difference between this region and the State at the 95% confidence level. 35 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains Was this your first visit in Maine? Day Visitors

REPEAT VS. FIRST-TIME VISITORS

92% 90%

No - Repeat Visitors Yes - First-time Visitors

8% 10% Maine 2019 (n=1755) Maine Lakes & Mountains 2019 (n=185)

Q10. <> indicates a significant difference between this region and the State at the 95% confidence level. 36 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains How many people were in your travel party on this specific trip to Maine? Day Visitors How many were children?

TRAVEL PARTY SIZE AND COMPOSITION

3.0 3.1

Percent Traveling With children

Average Number of People in Travel Party

33% 36%

Maine 2019 Maine Lakes & Mountains 2019 (n=1755) (n=185)

Q15. Including yourself and any children, how many people were in your immediate travel party on this trip? Q16. How many of these people were: Children <> indicates a significant difference between this region and the State at the 95% confidence level. 37 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. Day Visitors: Trip Experience

38 2019 Regional Report Maine Lakes & Mountains What was the primary purpose of your most recent business trip in Maine? Day Visitors

PRIMARY PURPOSE OF BUSINESS DAY TRIP

28% Training or professional development 30%

29% Meeting 24%

18% Sales or service 24%

14% Maine 2019 Business (n=275) Convention, conference, or trade show 11% Maine Lakes & Mountains 2019 Business (n=39*) 11% Other 11%

Q8. *Please note small sample size. Use caution when interpreting results. <> indicates a significant difference between this region and the State at the 95% confidence level. 39 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains What was the primary purpose of your most recent day leisure trip in Maine? Day Visitors

PRIMARY PURPOSE OF LEISURE DAY TRIP

26% Outdoor recreation <42%> 22% General visit to see friends or relatives 24%

<23%> Shopping 8%

6% Holiday visit 6%

4% Wedding 4%

4% Family reunion 3%

History or cultural tourism activities 4% 2% Maine 2019 Leisure (n=1653)

1% Maine Lakes & Mountains 2019 Leisure (n=171) Funeral <1%

Class reunion <1%

11% Other 11%

Q9. <> indicates a significant difference between this region and the State at the 95% confidence level. 40 2019 Regional Report Maine Lakes & Mountains Which interest areas did you want to pursue during this trip to Maine? Day Visitors Rank them in order of their importance in your decision to come to Maine…

INTEREST AREAS Most Important Interest Area Maine 2019 (n=1755) Maine Lakes & Mountains 2019 (n=185) Maine Lakes & Mountains

35% 52% Active outdoor activities (non-water) <50%>

<54%> 24% Food, beverage, or culinary 41%

29% 47% Family fun or children's activities <39%>

Touring or sightseeing 39% 51% 39%

<54%> Shopping 33% 16%

30% Water activities 29% 38%

17% History or culture 18% 24%

6% Other 6%

Q18. Please check all that apply. Q19. 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 41 2019 Regional Report Maine Lakes & Mountains Travel Driver Index = percentage selecting category as interest area X Day Visitors percentage ranking same interest area as most important

TRAVEL DRIVER INDEX

14% Active outdoor activities (non-water) <26%>

17% Touring or sightseeing 20%

14% Family fun or children's activities 18%

12% Water activities 11%

Food, beverage, or culinary <16%> 10% Maine 2019 (n=1755)

Shopping <18%> 5% Maine Lakes & Mountains 2019 (n=185) 3% History or culture 4%

6% Other 5%

Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. 42 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Day Visitors Active Outdoor (non-water)

ACTIVE OUTDOOR ACTIVITIES – NON-WATER (Base: Those who report outdoor non-water activities as an interest area for their Maine trip)

66% Hiking, climbing, or backpacking 73%

Exploring state and national parks 46% 40%

Bicycling or mountain biking 22% 16%

8% Snowmobiling 11%

Riding all-terrain vehicles 13% 10% Maine 2019 (n=611)

6% Maine Lakes & Mountains 2019 (n=94) Alpine skiing or snowboarding 9%

Hunting (game or bird) 7% 6%

Snowshoeing 5% 3%

Nordic skiing 2% 2%

Q20. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 43 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Day Visitors Touring, Sightseeing

TOURING OR SIGHTSEEING ACTIVITIES (Base: Those who report touring or sightseeing as an interest area for their Maine trip)

49% Enjoying the mountain views <77%>

Sightseeing 67% 63%

59% Driving for pleasure 62%

Wildlife viewing or bird 32% watching <52%>

Enjoying the ocean views or <75%> rocky coast 47%

Viewing fall colors 28% 25%

Taking tours of communities or 18% Maine 2019 (n=690) local architecture 15% Maine Lakes & Mountains 2019 (n=72)

Nature cruises or tours 13% 11%

Q20. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 44 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Day Visitors Family Fun, Children’s Activities

FAMILY FUN/CHILDREN’S ACTIVITIES (Base: Those who report family fun/children’s activities as an interest area for their Maine trip)

43% Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) 37%

35% Animal parks or zoos 27%

28% Amusement or theme parks 21%

20% Children's museums 17%

Water parks 22% 13% Maine 2019 (n=518)

7% Maine Lakes & Mountains 2019 (n=73) Summer camps 12%

13% Agricultural fairs 6%

8% Spectator sports 4%

<7%> Horseback riding 1%

Q20. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 45 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Day Visitors Water Activities

WATER ACTIVITIES (Base: Those who report water activities as an interest area for their Maine trip)

58% Outdoor swimming (lake, ocean, river) <80%>

25% Canoeing or kayaking <51%>

<72%> Going to the beach 48% 25% Fishing (ocean, lake, stream, river, ice) 40% 15% Motor boating <30%> 9% Water skiing or jet skiing <25%>

31% Pool swimming (indoor or outdoor) 24% Maine 2019 (n=521) 6% White water rafting 3% Maine Lakes & Mountains 2019 (n=54*) 6% Sailing 3%

4% Surfing 2%

Q20. Please check all that apply. *Please note small sample size. Use caution when interpreting results. <> indicates a significant difference between this region and the State at the 95% confidence level. 46 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Day Visitors Food, Beverage, Culinary

FOOD, BEVERAGE, OR CULINARY ACTIVITIES (Base: Those who report food, beverage, or culinary activities as an interest area for their Maine trip)

Consumed other locally produced Maine foods (i.e., blueberries, maple 48% syrup, or apples) 52%

54% Ate lobster or other local seafood 49%

45% Enjoyed unique Maine food or beverages (i.e., whoopie pies or Moxie) 45%

30% Enjoying local food at fairs or festivals 40%

33% Going to local brew pubs or craft breweries 36% Maine 2019 (n=956) 23% Visited Farmer's Markets 28% Maine Lakes & Mountains 2019 (n=76) 17% Ate farm to table or organic cuisine 25%

<15%> Enjoyed high-end cuisine or five-star dining 5%

Q20. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 47 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Day Visitors Shopping

SHOPPING ACTIVITIES (Base: Those who report shopping as an interest area for their Maine trip)

54% Outlet shopping 51%

50% General shopping at malls, downtown 49%

34% Shopping for gifts or souvenirs 31%

34% Shopping for unique, locally produced goods Maine 2019 (n=949) 27% Maine Lakes & Mountains 2019 (n=61) 23% Shopping for products with the 'Made in Maine' identifier 22%

24% Shopping for antiques, local arts and crafts 13%

Q20. Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. 48 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains In which of the following activities did you participate during this trip? Day Visitors History, Culture

HISTORY OR CULTURE ACTIVITIES (Base: Those who report history or culture as an interest area for their Maine trip)

63% Visiting historic sites or museums 69%

44% Getting to know the local people and/or culture 59%

24% Attending popular music concerts or events 27%

38% Visiting art museums or local artisan exhibits 24%

18% Painting, drawing, or sketching 23%

13% Attending sports events 7% Maine 2019 (n=296) Participating in nightlife or other evening entertainment <21%> 6% Maine Lakes & Mountains 2019

<19%> (n=33*) Attending plays, musicals, or theatrical events 5%

<10%> Attending operas or classical music events 2%

Q20. Please check all that apply. *Please note small sample size. Use caution when interpreting results. <> indicates a significant difference between this region and the State at the 95% confidence level. 49 Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 2019 Regional Report Maine Lakes & Mountains Within the region, what specific attractions or locations did you visit? Day Visitors

% VISITING ATTRACTION

TOP ATTRACTIONS OTHER ATTRACTIONS* 20% Maine Wildlife Park 7% Sugarloaf Mountain 18% Sebago Lake State Park 7% Artist’s Covered Bridge 16% Long Lake 7% Poland Spring Preservation Park 16% White Mountain National Forest 7% Bates College Museum of Art 15% Oxford Casino 7% Mount Blue State Park 12% Rangeley Lakes 5% Shawnee Peak 11% Grafton Notch State Park 5% Maine Mineral and Gem Museum 10% Pineland Farms 5% Oxford Plains Speedway 9% Maine Beer Trail 5% Androscoggin Bank Colisee 8% Black Mountain 5% Maine Huts & Trails 8% Shaker Village 5% Lovejoy Covered Bridge 8% Sunday River Ski Resort

* Does not include options selected by fewer than 5% of surveyed visitors.

Q24: Please check all that apply. (n=175) Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. 50 Research Objectives and Methodology

51 2019 Regional Report Maine Lakes & Mountains Research Objectives and Instruments

Three distinct online surveys are used to achieve the five primary goals of Maine’s visitor tracking research.

Survey Instruments

National Overnight Day Research Objectives: Travel Survey Visitor Visitor Identify Maine’s share of the U.S. travel market Estimate the number of visitors who come to Maine Provide a profile of Maine visitors Estimate the amount of spending generated by tourism in Maine Determine the Maine traveler’s level of satisfaction and view of Maine

DESCRIPTION OF SURVEY INSTRUMENTS

National Travel Survey Overnight Visitor Day Visitor ➢ Nationally-representative sample ➢ Sampled from core advertising ➢ Sampled from Maine and a 100-mile of the U.S. population markets: New England, NJ, NY, PA, MD, radius of Maine’s borders ➢ Surveyed bi-weekly DE, DC, and Canada ➢ Have taken a day trip in Maine greater ➢ Have taken an overnight trip to Maine than 50 miles from home in the last four in the last four weeks weeks ➢ Surveyed monthly ➢ Surveyed monthly

52 2019 Regional Report Survey Fielding Maine Lakes & Mountains

Survey results were collected monthly throughout 2019, gathering information on travel to Maine that occurred from December of 2018 through November of 2019.

The total number of respondents participating in each survey:

2019 Completed Research Component Surveys Overnight Visitor Survey 2,916 Day Visitor Survey 1,755 National Travel Survey 20,596

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