2015 HHI St. Patrick's Day Parade Lowcountry and Resort Islands Tourism Institute at USCB

Kelli Brunson Catherine Moorman Dr. John Salazar Powered by

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223 Total Responses

Complete Responses: 221 ©USCB 2015

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Demographics

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Zip Code Analysis

This chart contains the top fifteen target markets for the 2015 Hilton Head Island St. Patrick’s Day Parade. This analysis does not include Hilton Head Island or Savannah, GA zip codes.

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Rank Order

Metropolitan Area

Sum of F2 by Metropolitan Area

% Share

1

Louisville-Jefferson County, KY-IN MSA

4

10%

9%

9%

9%

2

Pittsburgh, PA MSA

4

10%

9%

9%

9%

3

New York-Northern New Jersey-Long Island, NY-NJ-PA MSA

7

17%

9%

10%

12%

4

Charleston-North Charleston, SC MSA

3

7%

7%

7%

7%

5

2

5%

5%

5%

5%

2

5%

5%

5%

3%

7 8 9 10 11 12

Norwich-New London, CT MSA Portland-South Portland-Biddeford, ME MSA Columbia, SC MSA Gainesville, GA MSA Knoxville, TN MSA Spartanburg, SC MSA Rochester, NY MSA Richmond, VA MSA

2 2 2 2 2 2

5% 5% 5% 5% 5% 5%

5% 5% 5% 4% 4% 4%

5% 5% 4% 4% 5% 4%

5% 5% 4% 4% 4% 4%

13

Phoenix-Mesa-Scottsdale, AZ MSA

2

5%

3%

3%

3%

14

Chicago-Naperville-Joliet, IL-IN-WI MSA

3

7%

3%

4%

3%

15

Detroit-Warren-Livonia, MI MSA

2

5%

3%

3%

2%

41

100%

100%

100%

100%

6

Total

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% Share - % % Share - % % Share - % Arbitron Nielsen Scarbarough

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Breakdown of Markets •

The strong markets for the 2015 Hilton Head Island St. Patrick’s Day Parade include Louisville, KY, Pittsburgh, PA, New York, NY, Charleston, SC, and Norwich, GT.

•

The middle markets include Portland, ME, Columbia, SC, Gainesville, GA, Knoxville, TN, and Spartanburg, SC.

•

The weaker markets for this parade include Rochester, NY, Richmond, VA, Phoenix, AZ, Chicago, IL, and Detroit, MI.

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All Zip Codes Collected

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2015

Rank Order

Metropolitan Area

Sum of F2 by Metropolitan Area

1

Hilton Head Island-Beaufort, SC MSA

126

2

Savannah, GA MSA

7

3

New York-Northern New Jersey-Long Island, NY-NJ-PA MSA

7

4

Louisville-Jefferson County, KY-IN MSA

4

5

Pittsburgh, PA MSA

4

6

Charleston-North Charleston, SC MSA

3

7

Chicago-Naperville-Joliet, IL-IN-WI MSA

3

8

Phoenix-Mesa-Scottsdale, AZ MSA

2

9

Gainesville, GA MSA

2

10

Columbia, SC MSA

2

11

Knoxville, TN MSA

2

12

Detroit-Warren-Livonia, MI MSA

2

13

Spartanburg, SC MSA

2

14

Richmond, VA MSA

2

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2015

Rank Order

Metropolitan Area

Sum of F2 by Metropolitan Area

15

Rochester, NY MSA

2

16

Norwich-New London, CT MSA

2

17

Portland-South Portland-Biddeford, ME MSA

2

18

Charlotte-Gastonia-Concord, NC-SC MSA

1

19

Augusta-Richmond County, GA-SC MSA

1

20

St. Louis, MO-IL MSA

1

21

Galesburg, IL MSA

1

22

Houston-Sugar Land-Baytown, TX MSA

1

23

Valdosta, GA MSA

1

24

Miami-Fort Lauderdale-Miami Beach, FL MSA

1

25

Warner Robins, GA MSA

1

26

Evansville, IN-KY MSA

1

27

Tullahoma, TN MSA

1

28

Nashville-Davidson--Murfreesboro, TN MSA

1

29

Bloomington, IN MSA

1

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2015

Rank Order

Metropolitan Area

Sum of F2 by Metropolitan Area

30

Cincinnati-Middletown, OH-KY-IN MSA

1

31

Manitowoc, WI MSA

1

32

South Bend-Mishawaka, IN-MI MSA

1

33

Allegan, MI MSA

1

34

Jackson, MI MSA

1

35

Kingsport-Bristol-Bristol, TN-VA MSA

1

36

Atlanta-Sandy Springs-Marietta, GA MSA

1

37

Roanoke, VA MSA

1

38

Dayton, OH MSA

1

39

Sidney, OH MSA

1

40

Columbus, OH MSA

1

41

Monroe, MI MSA

1

42

Cleveland-Elyria-Mentor, OH MSA

1

43

Flint, MI MSA

1

44

Youngstown-Warren-Boardman, OH-PA MSA

1

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2015

Rank Order

Metropolitan Area

Sum of F2 by Metropolitan Area

45

Shelby, NC MSA

1

46

Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA

1

47

Allentown-Bethlehem-Easton, PA-NJ MSA

1

48

Torrington, CT MSA

1

49

Hartford-West Hartford-East Hartford, CT MSA

1

50

Lebanon, NH-VT MSA

1

51

Boston-Cambridge-Quincy, MA-NH MSA

1

52

Traverse City, MI MSA

1

Total

209

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2015

Please indicate your gender below. Answered: 216

Skipped: 7

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Which of the following ranges includes your annual household income? Answered: 214

Skipped: 9

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Visitor Characteristics

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Where is your primary residence? Answered: 220

Skipped: 3

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How many days do you intend to stay on Hilton Head Island? Days 1 2 3 4 5 6 7 8 9 10 12 13 14 15 17 21 30 35 60 75 90 180 Total

Frequency 3 3 8 2 1 2 21 4 3 1 2 1 6 1 1 2 8 1 3 1 6 1 81

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From this survey, the average visitor is staying eight days on Hilton Head Island.

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What type of accommodations will you be using while visiting Hilton Head Island? Answered: 86

Skipped: 137

Answer Choice

Response Percent

Response Count

Villa/condo-rental

42%

36

Villa/condo-timeshare

16%

14

Home/villa/condo-owned

13%

11

Full service hotel

9%

8

With friends/relatives

9%

8

Other

6%

5

Home-rental

3%

3

Select service hotel/motel

1%

1

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How influential was the 2015 Hilton Head Island St. Patrick's Day when initially planning your trip to Hilton Head Island? Answered: 88

Skipped: 135

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What was the primary reason for this visit to Hilton Head Island? Answered: 87

Skipped: 136

Answer Choice

Response Percent

Response Count

Pleasure vacation

52%

45

Visit friends or relatives

15%

13

St. Patrick’s Day Parade

15%

13

Other

9%

8

Outdoor recreation

5%

4

Just passing through

2%

2

HHI Wine & Food Fest

1%

1

Other business

1%

1

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How many people are you financially responsible for during this trip? Days

Frequency

1

19

2

41

3

9

4

6

5

3

6

2

7

1

Total

81

The average party size for these survey respondents is two visitors. ©USCB 2015

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Approximately, how much will you spend on lodging? Amount Spent 60 140 300 320 400 499 500 550 700 750 800 850 900 1000 1500 2000 2200 2500 3000 4000 4500 5000 9000 Total

Frequency 1 1 4 1 2 1 1 1 2 1 1 1 1 7 3 3 1 2 1 3 1 3 1 43

©USCB 2015

The average visitor spends $1000.00 on lodging.

21

Approximately, how much will you spend on food dining out? Amount 20 40 50 100 150 200 250 300 350 400 450 499 500 550 600 700 750 800 1000 1500 2000 2500 3000 Total

Frequency 1 1 3 3 3 9 3 6 2 1 1 1 10 1 2 3 2 1 2 3 1 1 2 62

The average visitor will spend $375.00 on food dining out.

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Approximately, how much will you spend on recreation? Amount 20 25 40 50 60 75 100 150 200 250 300 400 500 600 1000 Total

Frequency 1 1 2 3 1 1 8 1 6 1 4 3 9 2 5 48

The average visitor will spend $225.00 on recreation.

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Approximately, how much will you spend on retail purchases? Amount 10 20 30 50 100 150 200 250 300 400 500 800 1000 1200 1500 3000 10000 Total

Frequency 1 2 1 3 11 1 12 3 3 1 4 1 1 1 1 2 1 49

The average visitor will spend $200.00 on retail purchases.

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How did you first learn of the Hilton Head Island St. Patrick's Day Parade? Answered: 216

Skipped: 7

Answer Choice

Response Percent

Response Count

Word of Mouth

43%

93

Other

32%

69

Newspaper

17%

37

Television

13%

27

Internet

9%

19

Radio

4%

9

Magazine

3%

7

Visitor bureau

3%

6

Parade website

2%

4

Online social network

2%

4

Email

1%

3

Other website

0%

1

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For More Information Contact Dr. John Salazar 843-208-8217 https://www.facebook.com/lriti.uscb

https://twitter.com/lritiuscb LinkedIn: Lowcountry and Resort Islands Tourism Institute at USCB ©USCB 2015

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