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Home , Alberni Valley, Port Alberni, Vancouver Island

Visitor Profile

Alberni Valley – Summer 2015

Concept and Model This visitor profile was created for the City of , in partnership with the local , The Special Points of Interest: Sociable Scientists, and Island University. Between June and October 2015, Visitors were intercepted from June to October of 2015. eleven ballot boxes were placed across the region in businesses and operations that visitors frequent. A total of 539 ballots were Prompted by an information poster on the Visitor collected and 230 surveys were Experience Survey, and the chance to with a prize completed. The response rate package (upon completion of the survey) provided was 43%. Out of 230 completed by tourism operators in the region, visitors could surveys, 44 were residents resulting in 186 useable surveys. complete a ballot with their name and email address while in the community, then drop it in the ballot box. Approximately two weeks later, The Sociable Scientists sent those visitors an invitation to complete an online survey on their experience in the region. Once the survey was closed in early October, The Sociable Scientists, and the VIU team analyzed the data, and then created this visitor profile. 1

Length of Stay Figure 1. Visitors were asked to indicate how many nights they spent in each region of . The columns in Figure 1 show the average number of nights that visitors spent in each of the they visited, while the line shows the % of visitors that spent at least one night in each of the regions. Refer to map for regions. On average, visitors to the spent 8 nights away from home. *Multiple options could be selected therefore combined percent does not equal 100%.

For 63% of visitors, the Alberni Valley was the main destination of their trip, for 29% of visitors it was one of several planned stops but not the main destination, and for 8% of Figure 1. Length of stay by region visitors it was an unplanned stop Average # of Nights % of Visitors on their way to another destination. There were more 5.0 110% repeat visitors (68%) than first 4.3 time visitors (32%). 4.5 4.2 90% 4.0 80%

3.5 3.2 3.0 70% 3.0 Trip Purpose 2.5 2.5 When asked about the 2.5 50% purpose of their visit, 78% of visitors indicated their trip 2.0 24% 22% 30% was for leisure, 19% said 1.5 14% they were visiting friends 2% 1.0 5% and/or relatives, 5% said it 10% was for a combination of 0.5 business and leisure, and 3% said it was for business 0.0 -10% South Central Pacific North North or work. Island Island Rim Central Island

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Transportation Figure 2. Transportation to Figure 2. Visitors were asked to indicate what type of Vancouver Island transportation they used to travel to Vancouver Island. The results do not include visitors that reside on Vancouver Island. 1% of visitors or less chose seaplane, personal boat, and other. Airplane 19% Of the 81% of visitors that arrived by , 32% landed at Duke Point, 29% at , and 22% landed at . 88% of ferry passengers travelled in a vehicle and 12% were walk-on passengers.

Of the 19% that arrived by air, 35% landed at the Comox Ferry 81% Valley Airport, 29% landed at the Airport, and 18% arrived at the Victoria International Airport.

Figure 3. Transportation to and from the Alberni Valley Figure 3. This figure demonstrates what form of transportation visitors used to Personal vehicle 81% get to and from the Alberni Rental vehicle 12% Valley once they had arrived on Vancouver Island (including Recreational vehicle 3% residents of Vancouver Island).

Rental recreational vehicle 1% “Nice area and close Bus - independent traveller 1% to travel to other Personal boat 1% destinations.” Bus - tour group member 1%

0% 20% 40% 60% 80% 100% 3

Trip Motivation Figure 4. The above word cloud represents the words visitors used to describe the inspiration for their trip to the Alberni Valley. The larger words are the ones visitors used more often in their response.

“Have recommended this excursion to those with children or grandchildren. History buffs would also enjoy it. The opportunity to see the real pioneers of and the challenges of logging was great.”

Figure 5. Trip planning Planning Figure 5. This figure shows how far in More than advance visitors planned their trip to and six months from the Alberni Valley. The results show 8% that 65% of visitors planned their trip less Spur of the moment than one month in advance, and 35% plan 12% their trip at least one month in advance.

Between one week and one Up to one month week in 39% advance 14% Between one to six months 27%

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Sources of Information Figure 6. Visitors were asked to indicate which sources of information they used to plan their trip before and during their visit. The top sources of information were friends and relatives (46%), previous personal experience (37%), and destination-specific website (36%). Sources with 5% or less were not included in the graph. *Multiple options could be selected therefore combined percent does not equal 100%

Figure 6. Sources of trip planning information

Friends and relatives 46%

Previous personal experience (previous visit) 37%

Destination-specific website 36%

Regional tourism guide/pamphlet 18%

Social media 15%

Websites providing traveller reviews 12%

Travel information centre 12%

Travel booking website 9%

Magazine/newspaper 7%

Travel rack on BC 6%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Electronic Devices Figure 7. The figure shows what Figure 7. Electronic devices used for travel planning types of electronic devices visitors during trip used for travel planning purposes during their trip. The most popular devices were smartphones (50%), Smartphone 50% laptops (35%), and tablets (26%). *Multiple devices could be selected therefore combined Laptop 35% percent does not equal 100%

Events Attended Tablet 26% Visitors were asked if they were visiting the Alberni Valley to attend a specific event. Of the 33% that None 20% said they were, the type of events included community Computer at an internet cafe, events/festivals (e.g. Fall Fair), accommodation provider, or 8% sporting events, and personal visitor centre events (e.g. weddings, 0% 10% 20% 30% 40% 50% 60% anniversaries, and birthdays). 5 Activities & Attractions

Figure 8. Visitors were asked to indicate which tourism attractions they visited during their stay in the Alberni Valley. The most popular attractions were local shops/boutiques (49%), historical sites

(46%), beaches (46%), and parks and (45%). Some of the “other” responses included the

Harbour Quay, lakes, and fish ladders. Attractions with 5% of responses or less have been left out of this graph. *Multiple attractions could be selected therefore combined percent does not equal 100%.

Figure 8. Tourism Attractions Visited

Local shops/boutiques 49% Historical sites 46% Beaches 46% Parks and trails 45% Other 25% Farms and/or farmers' market(s) 24% Museums and/or interpretive centres 23% Artisan studios/workshops 18% facilities, cultural centres, and/or events 14% Playgrounds and/or water parks 14% Art galleries 12% Brewery, winery, distillery, and/or cidery 9% McLean Mill & Steam Train 8% Gardens 7%

0% 10% 20% 30% 40% 50% 60%

Figure 9. When asked how they booked the activities and attractions they participated in, 55% of visitors booked ahead of time directly with the tour/activity company and 36% booked during their stay directly with the tour/activity company. *Multiple options could be selected therefore combined percent does not equal 100%.

Figure 9. Booking activities & attractions

Booked ahead of time directly with tour/activity 55% company Booked during my stay with the tour/activity company 36%

Booked with a travel booking website 9%

Booked through a Visitor Information Centre 5%

Purchased a coupon using a discount website 3%

Booked using a travel agency or tour operator 3%

Other 1%

0% 10% 20% 30% 40% 50% 60% 6 Figure 10. Visitors to the Alberni Valley specified which activities their groups participated in during their stay. The top activities were shopping (43%), self-guided sightseeing (38%), beach activities (36%), boating and/or sailing (28%). Activities with 5% of responses or less have been left out of this graph. *Multiple activities could be selected therefore combined percent does not equal 100%.

Figure 10. Activities participated in 45% 43%

40% 38% 36% 35%

30% 28% 27% 25% 19% 20% 17% 15% 11% 10% 10% 8% 6% 6% 5% 0%

Figure 11. Food and beverage establishments utilized Figure 11. The most commonly used food and Restaurant 65% beverage establishments Cafe/coffee shop 50% for visitors were restaurants (65%), Grocery store 39% café/coffee shops (50%), and grocery stores (39%). Fast food/takeout/food truck 36% *Multiple options could be Pub/lounge 22% selected therefore combined percent does Bakery 21% not equal 100%. In-room dining/room service or hotel 18% restaurant Other 4%

0% 10% 20% 30% 40% 50% 60% 70%

“I loved the drive-in restaurant, the food was great and it brought the 7 memories of times in the past. I would not have changed a thing.”

Accommodation Figure 12. The bars in this figure show what percent of visitors stayed in each type of accommodation, and the number in brackets is the average number of nights they stayed. For example, 48% of visitors stayed in a hotel or motel and on average they stayed 2.2 nights. *Multiple accommodation types could be selected therefore combined percent does not equal 100%.

Figure 12. Percent of visitors in each accommodation type (average # of nights)

Hotel/motel (2.2) 48% Campground/RV park (5.8) 22% Home of a friend or family member (7.7) 15% Cabin/cottage (7.9) 8% Resort/lodge (2.8) 7% Vacation rental/guesthouse (7.0) 4% Bed and breakfast (2.3) 3% Other (2.0) 2% Hostel (2.0) 2% On a personal boat (2.0) 1%

0% 10% 20% 30% 40% 50% 60%

Figure 13. When asked how they booked their accommodations, 70% of visitors booked directly with the accommodation provider and 8% booked with a travel booking website. 70% of visitors stayed overnight and 30% were in the Alberni Valley for a day trip only. *Multiple options could be selected therefore combined percent does not equal 100%.

Figure 13. Booking accommodations

Booked directly with accommodation 70%

Travel booking website 8%

Vacation rental booking website 5%

Travel agency/tour operator 3%

Visitor information centre 2%

Discount/coupon website 2%

0% 10% 20% 30% 40% 50% 60% 70% 80%

“We have greatly enjoyed our vacations at . The weather, the easy access to either coast of the island, the inlet and the variety of things to do all play a part. The most important feature is the excellent set up at the cabin we rent for boating and accommodating our family.” 8 Food & Beverage Establishments Figure 12. The most commonly used food and beverage establishments for visitors were café/coffee shops (77%), grocery stores (72%), and restaurants (69%). Some of the “other” responses included brewery, Chocolate , and seafood sold at a private residence. *Multiple attractions could be selected therefore combined percent does not equal 100%.

Figure 18. Range of visitor ages

Average # % of All Groups

3.0 45% Group Composition Figure 14. Visitors were asked to select which categories best 40% 40% described their group. The “other” responses included travelling 36% 2.5 with adult children. 35%

Figure 14. Travelling companions 2.0 30% 25% 25% Travelling with a spouse or partner 48% 1.5 20% 18% 20% Travelling with children under age 19 28% 16% 17% Travelling with a friend(s) 19% 1.0 15% Travelling with extended family 18% 10% Travelling with parents 9% 0.5 5% Travelling alone 6%

2.0 1.7 1.6 1.5 2.2 2.3 2.8 Other 4% 0.0 0% 19 years and 20 - 29 years 30 - 39 years 40 - 49 years 50 - 59 years 60 - 69 years 70 and above Travelling with siblings 4% under Travelling with organized group or tour 2%

0% 20% 40% 60%

“You have a beautiful serene place here with something for everyone...next visit bringing grandson with me...loved it!”

Figure 15. Visitor ages

70 and above 8% 19 years and Figure 15. This graph shows under the percent of visitors to the 25% 60 - 69 years Alberni Valley that belong to 19% each age category. The average group size was 3.4 20 - 29 years people per group; 43% of 50 - 59 years 7% groups consisted of two or 13% 30 - 39 years three people, 8% were solo 14% travellers, and only 8% had 10 40 - 49 years or more people. 14%

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Figure 16. Comparison of importance of destination attributes with Alberni Valley's performance

Importance Performance

Overall satisfaction 4.8

Overall atmosphere of the area 4.1 4.7

Access to wireless internet (wifi) 3.0 4.2

Value for money 3.9 4.6

Easily accessible location 3.6 4.5

Outdoor recreation activities 3.7 4.6

Attractions & events 3.5 4.4

Shopping opportunities 2.8 4.0

Coastal climate 3.7 4.7

Scenic beauty 4.1 4.8

Safety 4.0 4.8

Friendliness of people 4.1 4.8

Customer service 3.9 4.8

Variety of dining options 3.3 4.5

Quality of accommodation 3.4 4.6

0.0 1.0 2.0 3.0 4.0 5.0 6.0

Importance/Performance Ratings Figure 16. Visitors were asked to rate the importance of a number of features in their decision to visit the Alberni Valley on a scale from “Not At All Important” (1) to “Extremely Important” (5). They were then asked to evaluate each feature based on their actual experience in the region on a scale from “Very Bad” (1) to “Excellent” (5). Figure 16 shows the average performance of each feature compared with visitors’ perceptions of importance. The overall satisfaction rating was 4.8 out of 5 (92%); the results show that the Alberni Valley is over performing in all aspects. 10

Figure 17. Net Promoter Score Net Promoter Score Figure 17. Visitors were asked to rate their likeliness to recommend the Alberni Valley to their family Detractors and friends on a scale from “Very 11% Unlikely” (0) to “Very Likely” (10). The people that rate between 0 and 6 are considered detractors, those that rate 7 or 8 or Passives considered passives, and those 20% that rate 9 or 10 are considered promoters. The results show that 69% of visitors are promoters, 20% are passives, and 11% are Promoters detractors. The Net Promoter 69% Score for the Alberni Valley is 58.2.

“My experience on the Steam Train - meeting those who run it and the actual trip itself - changed my mind about how I envisioned Port Alberni. I now see that it is a town whose citizens are enthusiastic and proud to be residents. I have encouraged many friends to visit and will hopefully return next year to ride the train to the old mill.”

Figure 18. Visitors were asked to share the most enjoyable part of their trip to Alberni in one word. Their responses are displayed in the word cloud above. The larger words are the ones visitors 11 used more often in their response. Figure 19. Origin of visitors from Vancouver Island

Pacific Rim 7% Cowichan 13% Visitor Origin Central Visitors were asked to specify where they Island live; this data was then grouped into 32% regions. Table 1 shows a comparison of North origin of visitors between 2003 and 2015. Central The 2003 data is from the Pacific Rim 18% Region Visitor Profile created by Tourism Vancouver Island, which included Tofino, 30% , Port Alberni, and . Tourism Vancouver Island’s 2008 Vancouver Island Exit Survey is not used for comparison purposes here because the Figure 20. Origin of visitors from data is not region specific. The comparison (outside of Vancouver Island) shows an increase in visitors from Vancouver Island and other parts of British Columbia and a decrease in international Kootenay 2% Northern visitors. Note that only locations specified Rockies 2% British by two or more visitors were included in the Columbia graphs below. Thompson 5% 5%

Table 1. Comparing visitor origin between 2003 and 2015 Region 2003 2015 Vancouver Island 10% 25% Other British Columbia 19% 35% Vancouver, (other than BC) 33% 30% Coast, & Mountains United States 23% 4% 86% International 15% 7%

Figure 21. Origin of visitors from Canada (outside of British Columbia) Quebec Manitoba 3% 3% Saskatchewan 7%

Ontario 13%

Alberta 74%

12 Spending Figure 22. To gather data on group spending, visitors were asked to report approximately how much their group spent on a typical day during their visit to the Alberni Valley for each category. The average total spending per group was $483 per day. The bars represent the general range of spending per group

Figure 22. Average spending per group $500 “Good value, $450 $400 good depiction $350 of island historic $300 $250 life, lovely area.” $188 $200 $150 $115 $95 $100 $76 $56 $50 $-

Visitor Feedback Visitors were asked if they had any suggestions to improve their visit. The open-ended responses were categorized and summarized below.

Dining Options • Diversify the dining options and encourage eating establishments to remain open later during the tourist season.

Visitor Information • Make information about trails, dining options, and other activities and attractions more widely available to visitors.

Development • Support revitalization projects that showcase the character of the town.

For more information: Stephanie Stevens Economic Development Assistant City of Port Alberni 250-720-2835 [email protected] 13