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What's Important in Getting on the Destination Wish List

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What's Important in Getting on the Destination Wish List Ontario RTO7 Strategic Study — Bruce County Visitor Analysis Final Report April, 2012 Introduction In 2011, RTO7 undertook the development of a strategic plan, involving a comprehensive study of the consumer market in Ontario, Quebec and U.S. border states. From that study, conducted by Longwoods International in early 2011, we have extracted and analyzed data for visitors to 9 places/areas in the region – Barrie, Orillia, Collingwood/Wasaga Beach, Blue Mountains, Owen Sound, Lake Huron beach towns, Simcoe County, Bruce County and Grey County – comparing those visitors to the aggregated visitors across the region. Longwoods also conducted a Winter Leisure Travel Study examining travel to RTO7 from December 2010 through March 2011. Reflecting a smaller overall sample than we had available for the strategic study, analyses are provided for winter visitors to a more limited set of locales – Barrie, Orillia, Collingwood/Wasaga Beach, Blue Mountains, Owen Sound. From the Strategic Study, “visitors” are defined as having visited RTO7 and the locale being analyzed in the past 2 years. From the Winter Leisure Study, visitors are defined as having taken a trip during the four-month period from Dec.1, 2010 to Mar. 31, 2011. 2 Introduction The sample sizes of the groups of visitors analyzed are as follows: Collingwood Lake Huron All Simcoe Grey Bruce /Wasaga Blue Owen Beach RTO7 County County County Barrie Orillia Beach Mtns. Sound Towns Visitors Strategic 510 417 419 840 642 639 524 437 529 1,858 Study Winter Study – - - - 203 133 204 156 99 - 629 Day Trips Winter Study – Overnight - - - 277 195 258 213 145 - 806 Trips 3 Visitor Profile 4 Visitor Profile The top source of leisure traffic to Bruce County is Southwestern Ontario, which accounts for almost half of visitors, followed by the Greater Toronto Area which provides 3 in 10 visitors: Compared to the RTO7 region as a whole, SW Ontario is a far more important market to Bruce County, while Quebec and the United States are less important Demographically, versus the average RTO7 visitor, Bruce County visitors tend to be skewed: Male Older (especially concentrated in the 45-64 age group) Higher income Caucasian 5 Regional Sources of Visitors on Day/Overnight Trips 31 GTA 33 South West 47 Ontario 33 6 Eastern Ontario 8 5 Quebec 9 11 U.S. 17 0 20 40 60 Percent Visited Bruce County Visited RT07 6 Gender 55 Male 52 45 Female 48 0 20 Percent 40 60 Visited Bruce County Visited RT07 7 Age 17 18-24 18 15 25-34 20 21 35-44 21 20 45-54 16 14 55-64 12 13 65 or older 14 0 10 Percent 20 30 Visited Bruce County Visited RT07 8 Household Size 17 1 person 18 35 2 persons 33 Average Household Size 3 persons 16 18 Visited Bruce County: 2.8 22 Visited RT07: 2.8 4 persons 20 10 5+ persons 11 0 20 40 Percent Visited Bruce County Visited RT07 9 Household Composition 32 Any children in household 30 12 Any child 5 years old or younger 13 9 Any child 6-8 years old 9 10 Any child 9-12 years old 10 17 Any teens 13-17 years old 16 0 10 20 30 40 Percent Visited Bruce County Visited RT07 10 Marital Status Married / Living With 68 Partner 66 18 Single 22 Separated / Divorced / 14 Widowed 12 0 20 40 60 80 Percent Visited Bruce County Visited RT07 11 Employment 50 Full Time 47 6 Part Time 10 20 Retired 19 24 Other 24 0 20 40 60 Percent Visited Bruce County Visited RT07 12 Education 14 High school or less 14 Some college / 17 university 20 Graduated college / 52 university 46 17 Post-graduate studies 20 0 20 40 60 Percent Visited Bruce County Visited RT07 13 Income 10 Less than $25K 11 21 $25-$49K 21 17 $50-$75K 22 17 $75-$99K 18 35 $100K+ 28 0 20 40 Percent Visited Bruce County Visited RT07 14 Race 91 Caucasian 83 Asian / SE 3 Asian 9 6 Other 8 0 20 40 60 80 100 Percent Visited Bruce County Visited RT07 15 Awareness of & Experience with County Places/Attractions Awareness of & Experience with County Places/Attractions Among recent Bruce County visitors, the most recognizable place names in the county are Tobermory, the Lake Huron beach towns of Port Elgin, Sauble Beach, Kincardine, and Southampton, as well as Wiarton and Walkerton. These are also the towns people have most often visited in the past. The county attractions that visitors are most aware of are the beach at Sauble Beach and the Bruce Trail, followed by Sauble Falls Provincial Park, Flowerpot Island, Wiarton Willie Statue/Festival, the beaches at the other Lake Huron towns, and the Chi-Cheemaun Ferry: Each are recalled by at least half of visitors Slightly fewer recognize the names of Formosa Springs Brewery, Lion’s Head Provincial Park, Bruce Peninsula National Park and the Saugeen River 17 Awareness of & Experience with County Places/Attractions Despite the relatively high awareness levels for many of these attractions, the only one actually visited in the past (ever) by a majority of visitors is the Beach at Sauble Beach at 63%. Most of the other “familiar” attractions listed above have only been visited by about a third of county visitors, and only 1 in 10 visitors have taken in the Wiarton Willie festival or seen his statue. 18 Awareness of Places in Bruce County Tobermory 82 Port Elgin 81 Sauble Beach 81 Kincardine 80 Wiarton 78 Walkerton 76 Southampton 66 Lucknow 55 Mildmay 45 Chesley 41 Ferndale 35 Cape Croker 26 0 20 40 60 80 100 Percent 19 Awareness of Attractions in Bruce County The Beach at Sauble Beach 78 The Bruce Trail 65 Sauble Falls Provincial Park 55 Flowerpot Island 54 Wiarton Willie Statue/Festival 52 The Beach at Kincardine 52 The Beach at Port Elgin 50 Chi-Cheemaun Ferry/dinner cruise 50 The Beach at Southampton 48 0 20 40 60 80 Percent 20 Awareness of Attractions in Bruce County (Cont’d) Formosa Springs Brewery 48 Lion’s Head Provincial Park 48 Bruce Peninsula National Pk/The Grotto 45 Saugeen River 45 Bruce County Rail Trail 38 Fathom Five National Marine Park 33 Kincardine Scottish Festival 33 Inverhuron Provincial Park 32 Bruce County Museum/Cultural Centre 29 0 20 40 60 80 Percent 21 Awareness of Attractions in Bruce County (Cont’d) Black Creek Provincial Pk/Stokes Bay 28 MacGregor Point Provincial Park 28 Kincardine Lighthouse Museum 27 Cabot Head Lighthouse/Museum 27 Saugeen Valley Conservation Areas 25 Saugeen Bluffs Conservation Area 24 Kincardine Scottish Pipe Band concert 22 Port Elgin Pumpkinfest 22 Teesdale's International Plowing Match 22 0 20 40 60 80 Percent 22 Awareness of Attractions in Bruce County (Cont’d) Point Clark Lighthouse/Museum 20 CP Rail Trail 20 Sauble Beach August Sandfest 18 Bruce Pen. Mountain Bike Adventure Pk 15 Walkerton Fish Ladder 15 Port Elgin Beach Carnival 12 International Motorcross Park 12 Chantry Island Lighthouse/Museum 11 Saugeen Rail Trail 10 0 20 40 60 80 Percent 23 Awareness of Attractions in Bruce County (Cont’d) Saugeen Amphitheater 8 Carrick Wines & Ciders 7 Canadian Big Band Celebration 6 Larkwhistle Garden 4 Biener's Bush cross-country ski trails 3 Keppel Croft Farm & Gardens 1 Cinderella’s Carriage Antique Car Show 1 Wilmer Trout Ponds 1 0 20 40 60 80 Percent 24 Places Ever Visited in Bruce County Sauble Beach 75 Kincardine 66 Tobermory 64 Port Elgin 63 Wiarton 58 Southampton 52 Walkerton 51 Chesley 33 Mildmay 32 Lucknow 30 Ferndale 19 Cape Croker 18 0 20 40 60 80 Percent 25 Attractions Ever Visited in Bruce County The Beach at Sauble Beach 63 The Beach at Port Elgin 38 The Bruce Trail 36 Sauble Falls Provincial Park 34 Chi-Cheemaun Ferry/dinner cruise 33 Saugeen River 32 The Beach at Southampton 31 The Beach at Kincardine 31 Bruce Pen. National Park/The Grotto 30 0 20 40 60 80 Percent 26 Attractions Ever Visited in Bruce County (Cont’d) Flowerpot Island 28 MacGregor Point Provincial Park 22 Lion’s Head Provincial Park 20 Fathom Five National Marine Park 20 Inverhuron Provincial Park 16 Formosa Springs Brewery 16 Kincardine Scottish Festival 15 Kincardine Scottish Pipe Band concert 15 Bruce County Museum/Cultural Centre 13 0 20 40 60 80 Percent 27 Attractions Ever Visited in Bruce County (Cont’d) Cabot Head Lighthouse & Museum 12 Black Creek Prov Park/Stokes Bay 12 Kincardine Lighthouse Museum 11 Saugeen Bluffs Conservation Area 11 Wiarton Willie Statue/Festival 10 Saugeen Valley Conservation Areas 10 Point Clark Lighthouse/Museum 9 Bruce County Rail Trail 7 Sauble Beach Sandfest in August 7 0 20 40 60 80 Percent 28 Attractions Ever Visited in Bruce County (Cont’d) Port Elgin Pumpkinfest 7 Walkerton Fish Ladder 5 Bruce Pen. Mountain Bike Adventure Pk 4 Larkwhistle Garden 4 Saugeen Amphitheater 3 Canadian Big Band Celebration 3 CP Rail Trail 3 Chantry Island Lighthouse/Museum 3 0 20 40 60 80 Percent 29 Attractions Ever Visited in Bruce County (Cont’d) Port Elgin Beach Carnival 2 International Motorcross Park 2 Biener's Bush cross-country ski trails 2 Saugeen Rail Trail 2 Carrick Wines & Ciders 1 Keppel Croft Farm & Gardens 1 Cinderella’s Carriage Antique Car Show 1 Teesdale International Plowing Match 1 Wilmer Trout Ponds 0 0 20 40 60 80 Percent 30 Intended Trips & Interest in Activities Intended Trips Interest in returning to the region is especially high among visitors to Bruce County, which suggests a very substantial level of satisfaction: Compared to the RTO7 norm of 50% intending a return trip, 74% of those who have visited this county indicate they are planning to come again This above-average intent extends to both day and overnight trips Interest in coming to the region is comparatively high for both winter and summer among Bruce County visitors relative to the regional norm.
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