Grey County Visitor Analysis 2011

Based on data from the 2011 RTO 7 Image Study

The Resource Management Consulting Group

February 2013

Prepared by RMCG based on data from the 2011 RTO 7 Image Study Contents

Slide

Introduction 3

Grey County Visitors’ Profile 6

Grey County Visitors’ Awareness & Experience with Grey County Communities & Attractions 8

Grey County Visitors’ Future Visits to RTO 7 14

Grey County Visitors’ Image of RTO 7 16 1 6

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 2 Introduction

3 Prepared by RMCG based on data from the 2011 RTO 7 Image Study Background

. As part of the Strategic Destination Development Plan for RTO 7, two online surveys were undertaken in 2011: . Image Study –insights to inform brand strategy development aimed at increasing the leisure market . Winter Visitor Study – insights about the size and structure of the winter market

. For both surveys, the samples were drawn from an online consumer internet panel: . Image Study – residents from GTA, SW , , Montreal, US Border DMAs (Detroit, Buffalo, Rochester, Syracuse, Watertown) . Winter Visitor Study – residents from GTA, SW Ontario, Eastern Ontario

. Data were weighted based on key demographics prior to analysis to ensure the results were “representative of and projectable to the population” (weighting variable)

. Reports were prepared for RTO 7 as a whole and by visitors to 6 subregions: , , Collingwood/Wasaga Beach, Blue Mountains, and Lake Huron Beach Towns.

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 4 This Report

Purpose . To provide specific insight for Grey County Tourism about Image by analyzing and presenting responses from Grey County visitors

Methodology . The SPSS data file was provided by RTO 7, along with the weighting variable . Respondents who visited Grey County, Owen Sound and/or The Blue Mountains were selected . Visitors were asked to identify all RTO 7 places they visited in the past year . Visitors could select multiple destinations from multiple trips . The weighting variable was applied to the data . The sample sizes for the Image Study were: . All Grey County Visitors (Grey County, Owen Sound and/or The Blue Mountains) 788 . The Blue Mountains Visitors only 449

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 5 Grey County Visitors’ Profile

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 6 Visitor Profile

. Visitor profiles are similar, with slightly more Blue Mountain visitors between 35-54, with children and higher education Visitor Profile . For Grey County overall, most visitors come from The Blue either the GTA or , whereas Grey County Mountains Blue attracts more GTA visitors (all) n=788 n=449 Regional Origin Grey County Visitors Gender Grey County (all) n=788 The Blue Mountains n=449 Male 54% 54% Female 46% 46% GTA 38% Age 50% <35 35% 33% 35-54 41% 45% South West 35% 55+ 25% 22% Ontario 29% Household Eastern 7% Average Size 2.84 3.0 Ontario 8% Children <18 35% 38% Married/Partner 69% 71% Quebec 8% 4% Education College/University/ Post Grad 69% 72% U.S. 11% 9%

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 7 Grey County Visitors’ Awareness & Experience with Grey County Communities & Attractions

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 8 Awareness of Grey County Communities

Ever Heard of Grey County Communities . Respondents were more likely to have ever heard of the larger Grey County (all) n=292 The Blue Mountains n=161 communities, particularly those The Blue Mountains 75% along the shoreline 100% . Grey County visitors were most 74% Owen Sound 83% aware of The Blue Mountains and 53% Owen Sound Durham 56% . Those who had visited The Blue Hanover 51% Mountains had slightly higher 52% awareness of almost all Grey Meaford 50% County communities 49% 41% Thornbury 44% Note: 37% of all Grey County respondents (292) and 36% of Blue Mountain respondents (161) indicated they were aware of 36% one or more Grey County places (communities or attractions) 33%

30% Craigleith 31%

17% Kimberly 17%

13% Clarksburg 11%

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 9 Communities in Grey County Ever Visited

Grey County Communities Ever Visited . Over half of all Grey County respondents had Grey County (all) n=279 The Blue Mountains n=157 visited The Blue Mountains and/or Owen Sound The Blue Mountains 61% in the past (100% of Blue Mountain visitors 100% visited The Blue Mountains) 57% . Visitation by Grey County respondents to Owen Sound 56% and communities Meaford 31% is provided for comparison: over half of Grey 31% County respondents had ever visited Barrie, and 26% Sauble Beach Hanover 22%

26% Thornbury 29% For Comparison Places Ever Visited by >25% of Grey County (all) Respondents Durham 25% 25% Bruce County (n=245) Simcoe County (n=230) Craigleith 19% Sauble Beach (53%) Barrie (60%) 21% Walkerton (44%) Wasaga Beach (37%) Port Elgin (43%) Midland Penetang(33%) Flesherton 17% 17% Kincardine (42%) Collingwood Downtown (25%) 8% Wiarton (35%) Orillia (25%) Clarksburg 7% Southampton (30%) Tobermory (30%) 7% Kimberly 6%

Note: 35% of all Grey County respondents (279) and 35% of Blue Mountain respondents (157) indicated they had ever visited one or more Grey County places (communities or attractions); and 245 had visited Bruce and 230 had visited Simcoe County places.

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 10 Awareness of Grey County Attractions

Every Heard of Grey County Attractions 30% + . Over 30% of Grey County respondents had ever heard of 9 Grey County (all) n=292 The Blue Mountains n=161 attractions within the County (from a list that included 35 Grey Niagara Escarpment 62% County attractions) 65% . The highest awareness (62%) was Bruce Trail 59% for the Niagara Escarpment, 59% followed by the Bruce Trail and Skiing at Blue Mountain 58% skiing at Blue Mountain. 66% . Visitors to The Blue Mountains Blue Mountains Trails 47% were more aware of the 56% attractions in the Blue Mountain Skiing at Talisman 38% area, particularly skiing at Blue 39%

The Georgian Trail 38% 38%

Elvis Festival 34% 35%

Scenic Caves 31% 35% Note: 37% of all Grey County respondents (292) and 36% of Blue 30% Mountain respondents (161) indicated they were aware of one or 31% more Grey County places (communities or attractions)

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 11 Awareness of Grey County Attractions

20-29% aware Grey County (all) n=292 . Grey County respondents were less aware Craigleith Provincial Park of the 26 other Grey County attractions Hanover Raceway/OLG Slots listed in this table Owen Sound Festival of Northern Lights Tom Thompson Art Gallery Village at Blue 10-19% aware Heritage Museum Duncan Crevice Caves Provincial Park Eugenia Falls Feversham Gorge/Waterfalls Fish Ladder in Thornbury Georgian Hills Winery Neustadt Springs Brewery Osprey Wetlands Conservation Area Owen Sound Marine & Rain System Owen Sound Salmon Spectacular Scandinave Spa Summerfolk Music and Crafts Festival The Blue Mountains Apple Pie Trail <10% aware Blue Mountain/Collingwood Centurion Cycling Festival Coffin Ridge Winery Note: 37% of all Grey County respondents (292) indicated Craigleith Heritage Depot they were aware of one or more Grey County places Grey Roots Museum/Morestown Heritage Village (communities or attractions) Peak to Shore Arts/Music Festival Pretty River Provincial Park Salsa Festival at Blue Mountain Prepared by RMCG based on data from the 2011 RTO 7 Image Study 12 Grey County Attractions Ever Visited

Grey County Attractions Ever Visited >10% . The attractions with the highest visitation Grey County (all) n=279 The Blue Mountains n=157 were the Niagara Escarpment and those in the Blue Mountain area 49% Niagara Escarpment 51% . Respondents who had visited The Blue Mountains had an even higher tendency to Bruce Trail 33% 32% visit attractions in that area 32% . Skiing at Blue Mountain 43% Visitation to Simcoe County and Bruce County communities is provided for 18% Blue Mountains Trails 22% comparison 15% Scenic Caves 19% 15% For Comparison Places Ever Visited by Beaver Valley 16% >15% of Grey County (all) Respondents 13% Georgian Trail 14% Bruce County (n=245) Simcoe County (n=340) Sauble Beach (46%) Wasaga Beach PP (33%) 11% Village at Blue 18% Port Elgin Beach (27%) Casino Rama (19%) Kincardine Beach (21%) Orillia waterfront, Lake 11% Skiing at Talisman 13% Chi-Cheemaun Ferry (21%) Couchiching Beaches (17%) Sauble Falls PP (19%) Skiing at Mount St. Louis Craigleith Provincial 10% Park 11% (19%) Moonstone (15%) Southampton Beach (17%) 10% Elvis Festival 11% NP (17%) 10% Fathom Five NMP (15%) Eugenia Falls 10%

Note: 35% of all Grey County respondents (279) and 35% of Blue Mountain respondents (157) indicated they had ever visited one or more Grey County places (communities or attractions); and 245 had visited Bruce and 230 had visited Simcoe County places. Prepared by RMCG based on data from the 2011 RTO 7 Image Study 13 Grey County Visitors’ Future Visits to RTO 7

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 14 Visiting RTO 7 in the Future

. If they return to RTO 7, Grey County Types of Trips They Would Most Likely Take to RTO 7 visitors indicated they would be most likely to take a touring trip through the area, an Grey County (all) n=788 The Blue Mountains n=499 outdoors trip to experience the natural Touring 45% environment or a trip to visit friends and 46% relatives (VFR) Outdoors Trip 43% . The Blue Mountains visitors were slightly 44% more inclined to be interested in a resort VFR 41% trip 39% . Two thirds of both Grey County and The Resort 40% Blue Mountains visitors felt they definitely 46% or probably will visit RTO 7 in the next 12 Special Event 34% months 35%

City Trip 18% Definitely or Probably 19% Will Visit GBS in Next 12 Months The Blue Ski/snowboarding 16% Grey County 21% Mountains (all) n=788 n=499 Shopping 16% Any Overnight/Day 68% 67% 17% Day 62% 62% Overnight 55% 53% Gaming 14% 16%

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 15 Interest in Activities on Future RTO 7 Trip

% of Respondents Who Would “Enjoy” These Types of Activities in RTO 7 n=788 60% + 30-39% 20-29% Dine overlooking bay/harbour Camping Amusement/water park Scenic car tour Food/culinary festival Antiquing Art gallery/art show Historic shipbuilding/marine site Brand-name/boutique shopping 50-59% History museum Casino Historic site Canoeing/Kayaking Beach/swimming Caving/rock climbing Historic town Boat ride/short cruise Cross-country skiing Fine dining Live theatre Cycling on local roads/trails Mini golf Downhill skiing Stay at a resort Fishing/hunting Monument/fort/historic home Golf on area’s golf courses 40-49% Music/rock/folk festival Horseback riding Other festival or fair Mountain/off-road biking Brewery or winery Scenic motorcycle tour Public/local garden Concert/live music Scuba diving Sailing/boating Conservation area/provincial park Snowmobiling Spa Snowshoeing Hiking Bruce Trail Tree-top walking/ziplining Sports event Historic Lighthouse Zoo Historic town walking tour <20% Local farmer’s market Ice fishing Open air mountain gondola Para-sailing Racetrack Snowboarding

Respondents were asked to rate the extent they would enjoy taking part in these activities during a vacation trip to RTO 7 using a 10-point scale. “Enjoy” was defined as rating of 8, 9 or 10.

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 16 Grey County Visitors’ Image of RTO 7

Prepared by RMCG based on data from the 2011 RTO 7 Image Study 17 Overall Image of RTO7

Grey County Visitors’ Impressions of RT0 7 Based on 12 Travel Motivators n=788

Top 5 Mid 5 . Worry-free . Climate Safe, relaxing destination with friendly people Great weather overall and throughout the seasons . Family Atmosphere . Exciting Good place for families with children Must-see destination, exciting, adventure, fun . Adult Destination . Popular Good for adults and couples Well-known, popular, notice advertising . Sports & Recreation . Sightseeing Great for a wide variety of sports and recreational A wide range of attractions activities . Unique . Affordable Unique waterfront, scenery, cuisine, interesting Affordable to get to, stay and eat, good value, not too people & places far away

Bottom 2 . Luxurious Elegant, sophisticated hotels and restaurants, great camping, RV facilities, spas . Entertainment Great shopping, live music, theatre, nightlife, gambling venues, amusement parks

Based on Grey County visitors’ agreement with 81 dimensions, which were grouped into 12 Motivators as part of the RTO 7 Image Study Prepared by RMCG based on data from the 2011 RTO 7 Image Study 18