Www.bnresearch.com Residents Study July 2006 Prepared for CLARITY DEPTH.

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Residents Study

July 2006

Prepared for

CLARITY

DEPTH

Clackamas County Tourism Development CouncilBNResearch 2006 All rights reserved

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55% of residents have heard of Oregon’s Mt. Hood Territory.

Residents Study

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MethodologyProfile of Residents and Visiting Friends and RelativesResidents as AmbassadorsWhere Residents Get InformationConclusions

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved


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Methodology

> CCTDC hopes to grow the visiting friends and relatives (VFR) market and/or influence what visitors do and where they go within the county by educating and marketing to the County’s residents about all that’s available here. CCTDC is especially interested in VFRs who stay overnight in commercial lodging facilities.

> Asked BNResearch to conduct a study which would provide information to help understand Clackamas County residents and the influences they have on VFR.

Study Purpose


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Methodology

> BNResearch conducted phone interviews with 403 residents of Clackamas County who had entertained visiting friends and/or relatives within the past 12 months.

> A random-digit dialing process was used to include households with unlisted phone numbers within Clackamas County. With this process, only households with home phones were included and cell phone only households were not included.

> Interviews were conducted from June 5 to June 19, 2006.

Our Approach


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Rural – 28%

Beavercreek Government Camp

Boring Molalla

Brightwood Mulino

Canby Rhododendron

Colton Sandy

Eagle Creek Welches

Estacada Zigzag

Urban vs. Rural Sample*

QS2 What is your zip code?Base = Total respondents

Urban/Suburban – 72%

Clackamas Oregon City

Gladstone West Linn

Lake Oswego Wilsonville

Milwaukie

Methodology

*CCTDC determined urban vs. rural city distribution. Zip codes were given by respondents to determine urban/rural area

Residents Study

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Profile of Residents and Visiting Friends and Relatives

18-24 6%

25-34 10%

35-44 19%

45-54 25%

55-64 23%

65+ 16%

Respondent Age

<$20,000 4%

$20k-$40k 15%

$40k-$60k 18%

$60k-$80k 17%

$80k-$100k 13%

Annual Household Income

>$100k 20%

Median Age: ~51 Median Income: ~$68k


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Profile of Residents and Visiting Friends and Relatives• The majority of Clackamas County residents polled live in a house

and have lived in the county for over 10 years.

D3 How long have you lived in Clackamas County?D4 What type of dwelling do you live in?

Base = Total respondents

85% live in a house

5% live in an apartment/duplex/triplex

4% live in a mobile home

2% live in a condo

Length of Clackamas County Residency

<1year 4%

1-5 years 17%

5-10 years 14%

10-20 years 23%

>20 years 40%

21%


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Profile of Residents and Visiting Friends and Relatives• 57% of residents welcomed visitors into Clackamas County in the

past 12 months.• There are over 140,000 households (HHs) in county. This means

over 80,000 HHs had VFRs.• Over 75% of these visitors are adults.

Projections based on 2000 & 2005 U.S. Census data

Visiting Parties: 240,000

Adult Visitors: 615,000

Child Visitors: 165,000

Total Visiting Friends and Relatives: 780,000

HHs w/ VFRs: 80,100

HHs in county: 140,500


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Visiting Parties Past 12 Months

19%

27%

21%

8%

26%

0%

10%

20%

30%

One Two Three Four Five +

• On average, residents received three (3) visiting parties in the past 12 months.

• There was no significant difference in the frequency of visiting parties based on age, income, urban vs. rural or other demographics.

QS4 How many visiting parties did you host in the past 12 months? A visiting party includes one or more guests visiting at the same time.Base = Total respondents

Average # of Visiting Parties

Total Sample 3.0

Urban 3.0

Rural 3.0

<$60k yr 2.8

>$60k yr 3.1

<5yr Resident 3.0

>10yr Resident 3.1


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80% of VFRs traveled to visit respondents

specifically, rather than for other activities



77% of VFRs visit residents at least once a year

Q7 Did your guest(s) come primarily to visit you and your family, or was their visit planned to coincide with something else?Q9 How would you describe these guests? Do they visit…

• Guests visit frequently and return often.

Only 6% of VFRs are first time visitors.

.0025% (1 out of 400) VFRs were once in a lifetime visitors.

18% of VFRs visit at least once every 2-10+ years.


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Overnight88%

Daytime12%

Profile of Residents and Visiting Friends and Relatives• 88% of visiting parties stay overnight.• No significant differences were found in resident profiles concerning

daytime/overnight stays.

QS3 In the past 12 months, have you, yourself had any adult out-of-town guests visit you at home for the day or overnight?Base = Total respondents


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Visitor Profile Average

Guest stay: number of nights 4.7

Number of adults 2.6

Number of children under 18 0.7 (2.3 excluding “none”)

Q16 How many nights did your guests stay while on their trip to visit you?Q17 How many adults were in your guest’s party?Q18 How many children under 18 were in your guest’s party?


68% of parties had no children

under 18

76% of parties had two or more

adults

85% stayed two or more

nights

61% stayed three or more

nights


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Visitor Profile Residential (2006) Overnight Visitors (2004)

Guest stay: number of nights 4.7 2.7*

Number of adults 2.6 2.4

Number of children under 18 0.7 (2.3 excluding “none”) 0.4 (2.0 excluding “none”)

Base = Total respondents – Comparison between Resident and Overnight studies

Study Comparison – Residential 2006 vs. Overnight Visitors 2004

*For the Overnight Visitors study, respondents were asked specifically about their guest’s stay in Clackamas County. For Residential 2006, respondents were asked how long they stayed during their trip, not specific to any region


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14%

8%

5%

5%

6%

5%

12%

13%

9%

9%

8%

7%

0% 10% 20%

December

November

October

September

August

July

June

May

April

March

February

January

• December, May and June show the highest monthly visits.

QS5 In what month did you host your most recent guests? (all visits)Base = Total respondents

Seasonal Visits

Winter 28%

Spring 28%

Summer 25%

Fall 19%


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Profile of Residents and Visiting Friends and Relatives• 86% of VFRs stayed with residents. 8% stayed in commercial

lodging facilities.

Q5 Where did your guest or guests stay while visiting you?.Base = Total respondents (excluding those who did not stay overnight)

Resident’s Home 86%

Hotel or Motel

8%

Other Home

6%

Other Lodging*

2%

*Other lodging includes: campgrounds & miscellaneous

NOTE: Multiple responses were allowed, percents may add to greater than 100%.


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Profile of Residents and Visiting Friends and Relatives• 15% of VFRs stayed somewhere other than with residents.• Of these, 55% of commercial lodging decisions were influenced by

residents.

Q6 Did you, your guest, or a combination make a decision concerning a specific hotel/motel?.Base = Respondents choosing hotel/motel as lodging – please note that this is a very small sample size

Resident recommendation

Combination VFR/resident decision

VFR decision

31%

24%

45%

55%

Residents Study

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• 85% of activity decisions were made with resident influence.• Residents have an impact on VFR activity decisions.

Q8 Did you help plan your guest's activities, did they plan them on their own, or was it a combination of both?Base = Respondents choosing hotel/motel as lodging

Resident planned

Combination VFR/resident decision

VFR planned

19%

67%

15%

85%

Residents as Ambassadors


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• 69% of residents consider activities associated with the Mt. Hood Area Experience when entertaining guests.

Q1a When you have out-of-town guests, what are the events, activities and places that are always on the list of things to do and see?Base = Total respondents


Mt. Hood Area Experience

Oregon Coast

Downtown PDX/ Pioneer Square

Oregon Zoo

OMSI

Saturday Market

69%

30%

15%

10%

7%

6%


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• Mt. Hood and Timberline Lodge are the only Clackamas attractions in the top 5 visited when residents last entertained guests.

• 23% of the top 5 visited attractions are in the Mt. Hood area.

Oregon Coast

18%

Downtown PDX/Pioneer

Square

10%

Columbia Gorge

7%

Mt. Hood/ Timberline

9%

Multnomah Falls

7%

Clackamas Town Center 5%

Oregon Trail Interpretive Center 2%


*activities enjoyed with most recent visiting party


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Top Ranking Clackamas Activities

5%

2%

36%

17%

5%

5%

18%

53%

90%

93%

45%

30%

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

Oregon TrailInterpretive Center

Clackamas TownCenter

Timberline Lodge

Mt. Hood

In Clackmas County

Not in Clackamas County

Don't Know

Q1c [For item mentioned at Q1a/b 1-38] Could you tell me if this is or is not in Clackamas County?



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What residents and their guests did in Clackamas County*

6%

13%

28%

48%

67%

77%

14%

25%

27%

38%

44%

48%

76%

86%

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

Winter recreational activities

Attended evening entertainment

Visited winery/brew pub

Attended sports activities

Attended places & events

Outdoor activities

Shopping

Dined at restaurant

2006 Resident Study

2004 Overnight Study

Q10 Please tell me if you did any of the following activities within Clackamas County:


*Comparisons between 2004 and 2006 studies made only where applicable.


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• The majority of respondents were very satisfied with the Clackamas County activities they participated in.

Q11 For those activities that you did, please rate your level of satisfaction.Base = Total responses for individual activity

Did outdoor activities 4.5

Participated in sports activities 4.5

Did winter recreational activities 4.5

Visited a winery/brew pub 4.3

Attended places and events 4.2

Dined at a restaurant 4.2

Attended evening entertainment 4.1

Shopping 4.1

Note: Average rating on a scale where 1=Extremely Dissatisfied and 5=Extremely Satisfied.

Satisfaction with Clackamas County Activity


Overall Average Ratings

2006 4.3

2004 3.8


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Top Dining Choices

Q2 What are the top restaurants you recommend when you have visitors?Base = Total respondents

Olive Garden 14%

Bugatti’s 8%

McMenamin’s 7%

Stanford’s 7%

Gustav’s 6%

Clackamas County residents enjoy diverse dining opportunities.

57% indicated miscellaneous

restaurants other than the top five listed.


Residents Study

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Where Residents Get Information

Q14 If someone wanted to get information to you about events and activities in Clackamas County, what would be the best way to get it to you?Base = Total respondents (excluding those indicating “Don’t Know/Refused”)

Newspapers

80%

Mail

73%

TV/Cable

67%

Brochures

60%

Internet

59%

• Newspapers outrank all modes of tourism and activity information as the best way for residents to receive information.

Travel Books/Guides

34%

Email

37%

Magazines

38%

Travel Assoc.

44%


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Where Residents Get Information• 41% recall an advertisement and/or information about Oregon’s

Mt. Hood Territory.• Newspapers rank highest as the information source most remembered.

In the past six months, do you recall seeing or hearing any

information or advertisements about events and activities in Oregon’s Mt. Hood Territory?

Yes 41%

No 53%

Newspapers

TV/Cable

54%

47%

• The Oregonian is the top ranking newspaper source at 34%.• Channel 8 (KGW/NBC) is the top ranking TV/cable outlet at 12%.

Q3 In the past six months, do you recall seeing or hearing any information or advertisements about events and activities in Oregon’s Mt. Hood Territory?Q4 And do you recall where you read or heard the information or advertisements?



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Where Residents Get Information• Over half of residents are influenced by coupons.

Are you influenced to go to events or attractions by discount coupons you

receive in the mail, newspaper or other places?

Yes 54%

No 36%

Q13 Are you influenced to go to events or attractions by discount coupons you receive in the mail, newspaper or other places?Base = Total Sample

Residents Study

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Conclusions

Overview> Residents definitely influence VFR activity and lodging choices.> Overnight commercial lodging opportunities are available for VFRs.> The VFR segment is healthy and large with an estimated 780,000 total visiting friends

and relatives.> Activities associated with the Mt. Hood Area Experience account for 69% of those

residents always think about when entertaining VFRs.> A significant percent of residents recognized Oregon’s Mt. Hood Territory and recalled

seeing/hearing information about it in the last 6 months.> The data is consistent across all demographic (age, income, gender, etc.) segments

with no specific segment preferring one activity over another.

Thank you!

33 Clackamas County Tourism Development CouncilBNResearch 2006 All rights reserved

Appendix

34 Clackamas County Tourism Development CouncilBNResearch 2006 All rights reserved


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Profile of Residents and Visits

Total Sample

Overnight 88%

Daytime 12%

Urban Rural

Overnight: 90% 85%

Daytime: 10% 15%

<10yr Resident

>10yr Resident

Overnight: 92% 86%

Daytime: 8% 14%

• 88% of the VFR segment are overnight visitors.• There was little to no differentiation between resident profiles and

the number of overnight visitors they had.

QS3 In the past 12 months have you, yourself had any adult out-of-town guests visit you at home for the day or overnight?Base = Total respondents

<$60k yr >$60k yr

Overnight: 86% 90%

Daytime: 14% 10%


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4%

6%

7%

8%

10%

15%

16%

17%

24%

30%

Timberline Lodge

Saturday Market

OMSI

Clackamas Town Center

Oregon Zoo

Downtown PDX/Pioneer Square

Columbia Gorge

Mt. Hood

Multnomah Falls

Oregon Coast



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• The absent bonnets on the wagons at the End of the Oregon Trail Interpretive Center has little influence on visits.

Did the absent bonnets on the wagons at the End of

the Oregon Trail Interpretive Center keep you from visiting this museum?

Yes 9%

No 83%

Q1a The Bonnets on the wagons at the End of the Oregon Trail Interpretive Center are gone. Did this fact keep you from visiting this museum?Base = Those who did not visit the EOTIC



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Conclusions

Quick Notes About Mt. Hood Territory Knowledge

> 70% of respondents who mentioned Mt. Hood as a destination always in consideration are unaware that Mt. Hood is located within Clackamas County (and 55% unaware that Timberline Lodge is). Work still needs to be done to increase awareness of the Mt. Hood Territory as a part of Clackamas County.

> Mt. Hood, when combined with related areas (like Timberline Lodge), ranks highly with residents.


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> The VFR market is very healthy, for both urban and rural residents. However, more can be done through marketing initiatives to keep residents and their guests within county bounds for their activity needs.

> With over 750,000 total visiting friends and realtives to the county a year and an average of 110 or more hours residents have with guests during their visit, residents have substantial time and influence with their guests during their stay.

> There is ample opportunity to promote Clackamas County activities and keep in-county destinations as top-of-mind locations for residents.

Conclusions

Recommendations: Using Residents as Ambassadors


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Conclusions

Recommendations: Goals and Strategies

> The VFR segment provides a great opportunity for the CCTDC to utilize residents as goodwill ambassadors and marketing media.

> With 85% of activity decisions influenced by residents. This impact should not be ignored and should be converted into increased Clackamas-specific visits, keeping as many activities in-county as possible.

> Utilize the Oregonian and other media channels to increase awareness of activities within the county and remind residents of Clackamas County destinations. The Oregonian is the highest single source rated concerning the Mt. Hood Territory and it can be reasonably inferred as the most visible source for events in the region, outranking the Internet and direct mail.

Www.bnresearch.com Residents Study July 2006 Prepared for CLARITY DEPTH.

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