2016 Visitor Survey Report
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WASHINGTON PARK 2016 Visitor survey report ACKNOWLEDGMENTS Explore Washington Park (EWP) would like to acknowledge the EWP EXPLORE WASHINGTON PARK STAFF Board of Directors for their work in supporting our vision and goals: Heather McCarey, Executive Director Lewis Kelley, Program Manager Eric Vines, Chair, World Forestry Center Jessica Van Raden, Operations Manager Peggie Schwarz, Vice Chair, Hoyt Arboretum Dave Malcolm, Treasurer, Sylvan Highlands Neighborhood Association PORTLAND PARKS & RECREATION STAFF Inessa Vitko, Secretary, TriMet Victor Sanders, Program Specialist Mike Abbaté, Portland Parks & Recreation Allison Duncan, Arlington Heights Neighborhood Association Don Moore, Oregon Zoo Cynthia Haruyama, Portland Japanese Garden Ruth Shelly, Portland Children’s Museum Steve Cole, At-Large Board Member In 2014, PP&R installed a pay-to-park system in Washington Park. All revenue generated from the pay-to-park system is reinvested in and around the park. This revenue has made this report possible. EWP conducts an annual intercept survey throughout the month of August in order to sample Washington Park visitors about their transportation behavior getting to, and around, the Park. In all, 990 visitor surveys were collected in multiple languages inclulding English, Spanish, German, Japanese, and Russian. The data from these surveys, along with 267 employee and 427 volunteer surveys, give us a snapshot of conditions in the Park during the peak season of June, July, and August. This report is intended to provide a high level look at transportation behavior of Washington Park visitors to help the EWP staff and board plan for future transportation needs and programs. Surveys were conducted with temporary staff across six of the major attractions within the bounds of the Park including: • Portland Children’s Museum Explore Washington Park (EWP) helps people make decisions about • Hoyt Arboretum how they get to and around the Park, and ensure they have what • Portland Japanese Garden they need for a fun, enjoyable visit. • International Rose Test Garden • World Forestry Center We strive to improve the visitor experience at Washington Park in • Oregon Zoo the following ways: The survey is part of a series of surveys conducted throughout the peak season • By ensuring all visitors have a safe, smooth, and positive that targets visitors, employees, and volunteers in the Park. The surveys seek to experience, identify mode split of how people are traveling to Washington Park along with • By giving visitors access to better information and ways to get several other key indicators including: around the park, • By providing responsive customer support and guidance to our • Where people are visiting from, visitors. • The average number of people in each group and vehicle, • Where people park, EWP was formed in 2013 as a Transportation Management • Washington Park free-shuttle use, Association and operates as a 501(c)3 non-profit with a license • Public transit use, agreement with the City of Portland for transportation management • Customer satisfaction information, in the Park. • Demographic information. VISITOR PROFILE Who’s coming to the Park DESTINATIONS Where are visitors going? 01 MODES How did they get here? 02 MOVEMENTS 03 How did they get around the park? TRENDS 04 How are things changing? OTHER DATA 05 What else is happening in the Park? 06 visitor profiles Who’s coming to the park Group Makeup: Race & Ethnicity: Peak Season Visitors: Groups w/ young Caucasian children under 7 77.5% Adults only 33.9% 1.2 M VISITOR 48.3% Hispanic - 6.3% PROFILES Groups w/ Asian - 7.6% older children 7-17 Regional Origin: 17.8% African American - 3.7% Pacific Islander - 2.8% OR & WA Native American - 2.1% 17.3% Transgender / Gender: Membership: Non-conforming - 1.5% Portland Metro U.S. 48% 29.6% Member - 25.4% Male - 43.8% Female - 54.7% International - 5.1% Non-member - 74.6% 2016 Washington Park Visitor Survey Report 1 EXPLORE WASHINGTON PARK STAFF Female + Children Large Family / Friends Group VISITOR GROUP PROFILES VISITOR With 3.2 million visitors annually, Washington Park is a PROFILES major attraction for both people that call the Portland Metro their home, and for tourists visiting Portland from around the world. The large number of visitors means that the demographics of the people coming to enjoy the Park are 12% 36.1% varied and represent a large swath of different backgrounds Groups of four or more people come mainly and cultures. Women with young children come mostly from from outside the City of Portland but still the Portland Metro area. within the Metro area. Presented here are five unique visitor profiles revealed MOST VISITED VENUES & MOST VISITED VENUES & through analysis of the survey data. Each of these groups - PROPORTION OF VENUE VISITORS PROPORTION OF VENUE VISITORS women with children, large family and friends groups, park neighbors, friends and couples, and U.S. and international 74% 16.2% 64% 27.2% tourists - make up a significant portion of visitors at specific venues and tend to experience and interact with Children’s Museum Oregon Zoo Oregon Zoo Rose Garden Washington Park in a unique set of ways. 57% are members of the 78% are visiting with Children’s Museum children 32% visit the Park a few times 71% visit just one attraction per month or more take transit 28% less than take transit 24% less than the average Park visitor the average Park visitor drive to the Park 18% more drive to the Park 11% more than the average Park visitor than the average Park visitor 2 2016 Washington Park Visitor Survey Report Park Neighbors Couples / Friends us / international tourists VISITOR PROFILES 13.7% 26.7% 34.7% Washington Park neighbors live close to Groups of two come mainly from outside Tourists from outside the Portland Metro area the Park in SW and NW Portland. the Portland Metro Area are twice as likely to be first time visitors. MOST VISITED VENUES & MOST VISITED VENUES & MOST VISITED VENUES & PROPORTION OF VENUE VISITORS PROPORTION OF VENUE VISITORS PROPORTION OF VENUE VISITORS 27.6% 23.1% 55.8% 59.7% 60.2% 61.9% Japanese Garden Hoyt Arboretum Rose Garden Japanese Garden Rose Garden Japanese Garden 40% use the free Shuttle, 33% are members of a 55% visit almost double the rate of venue with children the average Park visitor 25-34 year olds make up the twice as likely to take 26% are over the age of 55 largest age group visiting car share to the Park without children visitors without children more than twice as likely take transit 10% more than take transit 25% more than than the average Park visitor the average Park visitor to bike or walk to the Park the average Park visitor drive to the Park 30% less drive to the Park 13% less drive to the Park 18% less than the average Park visitor than the average Park visitor than the average Park visitor 2016 Washington Park Visitor Survey Report 3 destinations Where are visitors going? Attendance by Venue: PEAK SEASON 6.6% Portland Children’s Museum VISITORS: 9.6% 1.2M Hoyt Arboretum DESTINATIONS 13.9% 52.9% Portland Japanese Garden Oregon Zoo 16.4% International Rose Test Garden World Forestry Center - .8% Discovery Museum Who is in the group? Groups with children Adults only Average group size: 87.1% 12.9% Children’s Museum 3.74 18.8% 81.2% Hoyt Arboretum 2.42 18.7% 81.3% Japanese Garden 3.17 17.9% 82.1% Rose Garden 3.16 24.1% 75.9% World Forestry Center 2.81 72.6% 27.4% Oregon Zoo 4.43 How frequently do they visit? First Time Infrequently* Frequently** Are they a venue member? Non-member Member 20% 40.7% 39.3% Children’s Museum 59.3% 40.7% 42.7% 31.1% 26.2% Hoyt Arboretum 88.5% 11.5% 68.8% 10.2% 21% Japanese Garden 94.8% 5.2% 64.2% 12.4% 23.4% Rose Garden 93.3% 6.7% 49.4% 15.2% 35.4% World Forestry Center 96.3% 3.7% 34.1% 17.3% 48.6% Oregon Zoo 62.6% 37.4% *Infrequent visitors are those that visit Washington Park on a few times per year or less. **Frequent visitors are those that visit Washington Park on a monthly, weekly, or daily basis. 2016 Washington Park Visitor Survey Report 5 VISITOR DESTINATIONS Where are they coming from? Portland Metro OR / WA U.S.A International Each venue draws a unique demographic of visitors into Children’s Museum 71.4% 15.8% 9% 3.8% Washington Park and some of these details are brought to Hoyt Arboretum 51.6% 6.9% 35.2% 6.3% DESTINATIONS the surface here. Japanese Garden 26.6% 11.4% 54.4% 7.6% The largest draw for visitors within Washington Park is Rose Garden 29.8% 10% 52.6% 7.6% by far the Oregon Zoo, drawing approximately 1.6 million World Forestry Center 43.2% 13.5% 35.1% 8.1% visitors annually. The Oregon Zoo and Portland Children’s Oregon Zoo 55.4% 23.2% 17.5% 3.6% Museum have very similar visitor profiles; consisting of mainly larger groups with children coming from the Portland Metro area and visiting a single venue. These two venues also feature the largest portion of visitors that are annual members and that visit the Washington Park on a Survey respondent age: frequent basis compared with the Park as a whole. 18-24 25-34 35-44 45-54 55-64 65+ Children’s Museum 7.7% 37.9% 35.6% 7.7% 7.7% 3.1% The remaining venues, Hoyt Arboretum, Japanese Garden, Hoyt Arboretum 11.7% 23.4% 22.7% 13.6% 16.2% 12.3% Rose Garden, and World Forestry Center also share similar Japanese Garden 12.9% 26.2% 20.7% 15.4% 17.3% 7.4% visitor profiles, predominately consisting of slightly smaller, Rose Garden 14.5% 29.3% 16.8% 16.5% 15.9% 6.8% adults only groups that visit less frequently and more likely to be visiting from outside the Portland Metro area.