2016 Beaufort International Film Festival Lowcountry and Resort Islands Tourism Institute at USCB
Dr. John Salazar, Director Dr. Nancy Hritz, Assistant Director Anton Abraham, Research Associate Kelli Brunson, Lead Research Assistant Catherine Moorman, Lead Research Assistant Jasmine Perez, Research Assistant
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182 Total Responses
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Zip Code Analysis • This analysis includes the top 20 markets ranked according to Arbitron, Neilsen, and Scarbarough ratings.
• This analysis does not include zip codes from the Beaufort, SC, Hilton Head Island, SC, or Savannah, GA areas.
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Rank Order
Metropolitan Area
1 2 3 4 5 6 7 8 9 10 11 12 13
Oshkosh-Neenah, WI MSA Charleston-North Charleston, SC MSA Columbia, SC MSA Buffalo-Niagara Falls, NY MSA Fayetteville, NC MSA Anderson, SC MSA Johnson City, TN MSA Greenville, SC MSA Birmingham-Hoover, AL MSA Louisville-Jefferson County, KY-IN MSA Dallas-Fort Worth-Arlington, TX MSA Charlotte-Gastonia-Concord, NC-SC MSA St. Louis, MO-IL MSA New York-Northern New Jersey-Long Island, NY-NJ-PA MSA Meridian, MS MSA Atlanta-Sandy Springs-Marietta, GA MSA Los Angeles-Long Beach-Santa Ana, CA MSA Chicago-Naperville-Joliet, IL-IN-WI MSA Denver-Aurora, CO MSA San Francisco-Oakland-Fremont, CA MSA
14 15 16
17 18 19 20 Total
Sum of F2 by Metropolitan Area 6 5 4 4 3 2 2 2 2 2 3 2 2
% Share 11% 9% 7% 7% 5% 4% 4% 4% 4% 4% 5% 4% 4%
% Share Arbitron 10% 8% 7% 6% 5% 4% 3% 3% 3% 3% 2% 2% 2%
% Share Nielsen 10% 9% 7% 6% 5% 4% 3% 3% 3% 3% 3% 3% 2%
% Share Scarbarough 10% 8% 7% 6% 5% 4% 4% 3% 3% 3% 3% 2% 2%
6
11%
2%
4%
5%
1 2
2% 4%
2% 1%
2% 1%
2% 1%
4
7%
1%
2%
2%
3 1 1 57
5% 2% 2% 100%
1% 0% -2% 100%
2% 0% 0% 100%
1% 0% 0% 100%
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Breakdown of Markets • Strong markets for the 2016 Beaufort International Film Festival include
Oshkosh-Neenah, WI, Charleston, SC, Columbia, SC, Buffalo, NY, Fayetteville, NC, Anderson, SC, and Johnson City, TN. • Middle markets include Greenville, SC, Birmingham, AL, Louisville, KY, Dallas, TX, Charlotte, NC, St. Louis, MO, and New York, NY. • Weak markets include Meridian, MS, Atlanta, GA, Los Angeles, CA, Chicago,
IL, Denver, CO, and San Francisco, CA.
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All Zip Codes Collected
The following slides contain all zip codes collected via the festival survey.
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Rank Order 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Metropolitan Area Hilton Head Island-Beaufort, SC MSA Oshkosh-Neenah, WI MSA New York-Northern New Jersey-Long Island, NY-NJ-PA MSA Charleston-North Charleston, SC MSA Columbia, SC MSA Los Angeles-Long Beach-Santa Ana, CA MSA Buffalo-Niagara Falls, NY MSA Dallas-Fort Worth-Arlington, TX MSA Fayetteville, NC MSA Chicago-Naperville-Joliet, IL-IN-WI MSA Charlotte-Gastonia-Concord, NC-SC MSA St. Louis, MO-IL MSA Louisville-Jefferson County, KY-IN MSA Birmingham-Hoover, AL MSA Johnson City, TN MSA Anderson, SC MSA Atlanta-Sandy Springs-Marietta, GA MSA Greenville, SC MSA San Francisco-Oakland-Fremont, CA MSA Denver-Aurora, CO MSA ©USCB 2016
Sum of F2 by Metropolitan Area 101 6 6 5 4 4 4 3 3 3 2 2 2 2 2 2 2 2 1 1
Rank Order 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 Total
Metropolitan Area Meridian, MS MSA Jacksonville, FL MSA Palatka, FL MSA Wilmington, NC MSA Minneapolis-St. Paul-Bloomington, MN-WI MSA Houston-Sugar Land-Baytown, TX MSA Columbus, GA-AL MSA Deltona-Daytona Beach-Ormond Beach, FL MSA Walterboro, SC MSA Orlando-Kissimmee, FL MSA Muncie, IN MSA Asheville, NC MSA Spartanburg, SC MSA Virginia Beach-Norfolk-Newport News, VA-NC MSA Washington-Arlington-Alexandria, DC-VA-MD-WV MSA Harrisburg-Carlisle, PA MSA Rochester, NY MSA Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA East Stroudsburg, PA MSA New Haven-Milford, CT MSA Springfield, MA MSA Barnstable Town, MA MSA
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Sum of F2 by Metropolitan Area 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 179
Demographics
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Please indicate your gender below. Answered: 155
Skipped: 27
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Please indicate your age below. Answered: 179
Skipped: 3
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Please indicate your marital status. Answered: 179
Skipped: 3
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Do you have children under 18 living at home? Answered: 179
Skipped: 3
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Please indicate your highest level of education Answered: 179
Skipped: 3
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Which of the following ranges includes your annual household income? Answered: 175
Skipped: 7
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Visitor Characteristics
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Where is your primary residence? Answered: 182
Skipped: 0
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Counting this trip, HOW MANY trips have you taken to Beaufort, SC? Answered: 90
Skipped: 92
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How many days do you intend to stay in Beaufort, SC? Answered: 88
Skipped: 94
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What type of accommodations will you be using while visiting Beaufort, SC? Answered: 81
Skipped: 101
Answer Choice
Response Percent
Response Count
Home – rental
20%
16
Full service hotel/resort
19%
15
Home/villa/condo – owned
17%
14
With friends/relatives
16%
13
Select service hotel/motel
15%
12
Other
5%
4
Villa/condo – rental
4%
3
RV park
4%
3
Villa/condo - timeshare
1%
1
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How many months in advance did you book this trip? Answered: 85
Skipped: 97
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How influential was the 2016 Beaufort International Film Festival when initially planning your trip to Beaufort, SC? Answered: 87
Skipped: 95
Not at all Influential
Not Influential
Neutral
Influential
Very Influential
Total
Weighted Average
3%
3%
13%
15%
66%
87
4.36
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Would you have visited the Beaufort area AT THIS TIME even if this festival had not been held? Answered: 82
Skipped: 100
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How likely are you to return to the Beaufort area when the Beaufort International Film Festival is NOT OCCURRING? Answered: 87
Skipped: 95
Extremely Unlikely
Very Unlikely
Not Sure
Very Likely
Extremely Likely
Total
Weighted Average
6%
9%
16%
32%
37%
87
3.85
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What was the primary reason for this visit to Beaufort, SC? Answered: 85
Skipped: 97
Answer Choices
Response Percent
Response Count
2016 Beaufort International Film Festival
74%
63
Pleasure vacation
12%
10
Visit friends or relatives
6%
5
Activity close to home
5%
4
Business and pleasure
4%
3
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How many additional people are you financially responsible for during this trip? Answered: 88
Skipped: 94
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How much will you spend on lodging PER NIGHT? Answered: 88
Skipped: 94
Answer Choice
Response Percent
Response Count
$1.00-49.99
10%
9
$50.00-99.99
9%
8
$100.00-199.99
20%
18
$200.00-299.99
7%
6
$300.00-399.99
1%
1
$400.00-499.99
1%
1
$500.00-749.99
0%
0
$750.00-999.99
0%
0
$1000.00-1999.99
0%
0
$2000.00-2999.99
0%
0
$3000.00 or more
0%
0
Not applicable
51%
45
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How much do you think you'll spend on restaurant dining PER DAY? Answered: 82
Skipped: 100
Answer Choice
Response Percent
Response Count
$1.00-49.99
24%
20
$50.00-99.99
38%
31
$100.00-199.99
18%
15
$200.00-299.99
5%
4
$300.00-399.99
2%
2
$400.00-499.99
0%
0
$500.00-749.99
0%
0
$750.00-999.99
0%
0
$1000.00 or more
1%
1
Not applicable
11%
9
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How much do you think you'll spend on retail PER DAY (i.e. gifts, souvenirs, etc.)? Answered: 84
Skipped: 98
Answer Choice
Response Percent
Response Count
$1.00-49.99
42%
35
$50.00-99.99
23%
19
$100.00-199.99
6%
5
$200.00-299.99
4%
3
$300.00-399.99
1%
1
$400.00-499.99
0%
0
$500.00-749.99
0%
0
$750.00-999.99
0%
0
$1000.00 or more
0%
0
Not applicable
25%
21
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How much do you think you'll spend on recreation (i.e. golf, bicycling, etc.) PER DAY? Answered: 82
Skipped: 100
Answer Choice
Response Percent
Response Count
$1.00-49.99
27%
22
$50.00-99.99
17%
14
$100.00-199.99
1%
1
$200.00-299.99
1%
1
$300.00-399.99
2%
2
$400.00-499.99
0%
0
$500.00-749.99
0%
0
$750.00-999.99
0%
0
$1000.00 or more
0%
0
Not applicable
51%
42
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Please indicate if you intend on visiting (or have visited) any of the following tourists facilities or participating (or participated) in any of the listed activities. Choose all that apply. Answered: 85
Skipped: 97
Answer Choice
Response Percent
Response Count
Restaurants
81%
69
Beaches
51%
43
Historical Landmarks
49%
42
Festivals/Special Events
49%
42
Antique Shops
42%
36
Sightseeing
41%
35
Museums/Performing Arts/Cultural Activities
36%
31
Art Galleries
36%
31
Shopping Malls/Centers
34%
29
South Carolina State Parks/National Forests
26%
22
Other
14%
12
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Please indicate if you intend on visiting (or have visited) any of the following tourists facilities or participating (or participated) in any of the listed activities. Choose all that apply. Answered: 85
Skipped: 97
Answer Choice
Response Percent
Response Count
Boating/Sailing
12%
10
Hiking
12%
10
Bicycling
11%
9
Sea Kayaking
9%
8
Golf
9%
8
Camping
7%
6
Spectator/Sporting Events
5%
4
Children’s Activities
5%
4
Fishing
5%
4
Convention/Conference Centers
2%
2
Farms/Barns/Orchards
2%
2
Tennis
1%
1
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Festival Characteristics
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How did you first learn of the Beaufort International Film Festival? Answered: 179
Skipped: 3
Answer Choices
Response Percent
Response Count
Word of Mouth
53%
94
Newspaper
12%
21
Beaufort Film Festival Website
12%
21
Magazine Article or Ad
6%
10
Beaufort Regional Chamber of Commerce
4%
7
Social Networks (Facebook, Twitter, etc.)
3%
6
Group or Club
3%
6
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How did you first learn of the Beaufort International Film Festival? Answered: 179
Skipped: 3
Answer Choices
Response Percent
Response Count
Other Websites
2%
4
Television Commercial or News Coverage
2%
3
Radio Commercial or News Coverage
1%
2
Internet Search
1%
2
Posters
1%
2
Flyers
1%
1
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Do you attend last year's Beaufort International Film Festival? Answered: 180
Skipped: 2
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How would you rate the following festival characteristics? Answered: 181
Skipped: 1
Very Poor
Poor
Average
Good
Very Good
Total
Weighted Average
Organization of the Event
1%
0%
2%
15%
83%
178
4.79
Event Staff
0%
0%
1%
12%
87%
181
4.86
Location of the Event
0%
0%
1%
11%
88%
181
4.88
Exhibition (Audio/Video)
0%
2%
5%
22%
71%
179
4.63
Festival Programming
0%
0%
3%
15%
82%
176
4.80
Duration of the Event
0%
0%
2%
17%
81%
180
4.79
Overall Event
0%
0%
2%
10%
88%
181
4.86
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How important were the following characteristics when deciding to attend the 2016 Beaufort International Film Festival? Answered: 175
Skipped: 7
Very Unimportant
Unimportant
Neutral
Important
Very Important
Total
Weighted Average
Involvement with Cinema Activities
1%
8%
24%
24%
43%
169
3.99
Sharing Experiences
0%
4%
15%
38%
44%
170
4.22
Meeting New People
1%
5%
18%
35%
41%%
170
4.11
Professional Reasons
11%
15%
31%
18%
25%
168
3.32
Meeting Producers
6%
9%
36%
24%
25%
170
3.51
Enjoying the Film Festival Atmosphere
0%
2%
6%
24%
68%
171
4.59
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How important were the following characteristics when deciding to attend the 2016 Beaufort International Film Festival? Answered: 178
Skipped: 4
Very Unimportant
Unimportant
Neutral
Important
Very Important
Total
Weighted Average
Particular Nature of the Film Festival Program
1%
4%
13%
33%
49%
174
4.26
Resting and Relaxing
1%
5%
25%
36%
32%
170
3.94
Complementing the Stay in Beaufort
6%
11%
30%
22%
30%
171
3.60
New Experiences
1%
1%
10%
39%
49%
173
4.34
Seeing Different Films
0%
1%
1%
24%
74%
174
4.70
Enjoyment of the Cinema
0%
1%
2%
27%
70%
174
4.67
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How much INFLUENCE do you think film/television has on your selection of a PLACE to visit for vacation? Answered: 178
Skipped: 4
Not at all influential
Not Influential
Neutral
Influential
Very Influential
Total
Weighted Average
11%
11%
28%
28%
22%
178
3.41
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Travel Characteristics
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Have you SPECIFICALLY VISITED a place because it was featured in a film or television program? Answered: 179
Skipped: 3
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The next set of questions is related to when you plan for a vacation. Please indicate your level of agreement with each statement. Answered: 181
Skipped: 1
Strongly Disagree
Disagree
Neither agree or disagree
Agree
Strongly agree
Total
Weighted Average
I would travel to a vacation destination just because it has status.
8%
17%
34%
28%
13%
180
3.21
I am interested in new vacations destinations with status.
7%
16%
33%
26%
17%
180
3.30
I would pay more for traveling to a new vacation destination if it had status.
10%
20%
39%
17%
14%
180
3.05
The status of a travel destination is irrelevant to me.
4%
12%
28%
29%
27%
181
3.62
A vacation destination is more valuable to me if it is highly exclusive.
19%
28%
31%
12%
9%
179
2.64
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The next set of questions is related to when you plan for a vacation. How frequently do you utilize the following types of websites when planning a leisure trip? Answered: 174
Skipped: 8
Never
Almost never
Occasionally
Almost every time
Every time
Total
Weighted Average
Online travel sites such as Orbitz, Priceline, Travelocity, etc.
6%
9%
30%
35%
20%
173
3.54
Hotel booking services such as Hotels.com, Expedia, Hotwire, Priceline, etc.
8%
14%
31%
31%
16%
173
3.32
Peer-to-peer rental sites such as Airbnb.com, VRBO.com, HomeAway.com, etc.
17%
17%
29%
23%
14%
173
3.01
Travel specific social network sites (Yelp, TripAdvisor, etc.)
13%
10%
29%
30%
17%
172
3.27
General social networking sites (Facebook, YouTube, Twitter, etc.)
18%
20%
26%
24%
12%
174
2.92
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Please continue to rate how frequently do you utilize the following types of websites when planning your trip. Answered: 173
Skipped: 9
Never
Almost never
Occasionall y or sometimes
Almost every time
Every time
Total
Weighted Average
Online travel reviewers/bloggers
9%
15%
38%
16%
16%
172
3.19
Websites of local businesses at the destination you’re planning to visit (hotels, restaurants, etc.)
6%
9%
32%
21%
21%
173
3.53
Website of the Chamber of Commerce and/or the Convention and Visitor Bureau at the destination you’re planning to visit
12%
15%
44%
10%
10%
172
3.01
Airline central reservations websites
12%
9%
38%
20%
20%
172
3.26
Hotel/resorts central reservations websites
8%
9%
33%
34%
15%
171
3.39
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When planning or booking travel for leisure vacations, which of the following online travel sites do you use? Choose all that apply. Answered: 176
Skipped: 6
Answer Choice
Response Percent
Response Count
Travelocity
43%
75
Expedia
35%
62
I book directly through the airline or its reservation office
35%
62
Kayak
30%
53
Orbitz
29%
51
Priceline
21%
37
Hotwire
17%
30
Other
15%
26
CheapTickets
13%
23
CheapOair
6%
10
AirGorilla
1%
1
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When planning or booking lodging for leisure vacations, which of the following online hotel booking sites do you use? Choose all that apply. Answered: 169
Skipped: 13
Answer Choice
Response Percent
Response Count
I book directly through the hotel property or its reservation office
49%
82
Hotels.com
36%
61
Expedia.com
32%
54
Travelocity.com
31%
52
Priceline
18%
30
Booking.com
14%
23
Other
12%
20
Orbitz.com
11%
18
Hotwire.com
9%
15
HotelReservations.com
5%
9
MoreHotels4Less.com
1%
1
Agoda.com
1%
1
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When planning or booking lodging for leisure vacations, which of the following online peer-topeer rental accommodation websites do you use? Choose all that apply. Answered: 173
Skipped: 9
Answer Choice
Response Percent
Response Count
I book directly through the hotel property or its reservation office
40%
70
VRBO.com
36%
63
Airbnb.com
27%
47
Other
13%
22
HomeAway.com
10%
18
Flipkey.com
3%
5
Travelmob.com
2%
3
Wimdu.com
1%
2
OneFineStay.com
1%
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 2016
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