1. DURHAM DAY-TRIP REPORT Prepared For: Durham Convention & Visitor’s Bureau Prepared By: D.K. Shifflet & Associates Ltd. April 2003

2. D.K. Shifflet & Associates Ltd.2 BACKGROUND & PURPOSE PURPOSE: To augment the projection of day trips within a 50 mile radius of Durham County. The new definition of travel now includes all Overnight trips and Day Trips, regardless of distance traveled. This Day Trip study was conducted over the course of 12 months among travelers and non-travelers within both a 0 to 50 mile radius and a 51 to 100 mile radius of Durham County. The Durham Convention & Visitors Bureau is participating in this study to better understand the travel behaviors and characteristics of its actual and potential day trip market within the two radii of Durham County, as well as how they compare to those of other cities.

3. D.K. Shifflet & Associates Ltd.3 SPECIFIC OBJECTIVES To better estimate the number (visitor volume) and travel spending of day trippers that visit Durham County by accounting for those travelers within 0 to 50 miles of Durham County. To profile the Durham day trip leisure traveler so that more effective marketing communications can be developed to increase visitation To better understand Durham’s day trip visitor through awareness, attitudinal, and psychographic questions

4. D.K. Shifflet & Associates Ltd.4 SPECIFIC OBJECTIVES Specific Information Collected Consideration of other destinations among Durham visitors and non-visitors for day trips Number of past month and past three month day trips taken Number of destinations traveled for day trips Trip purpose Activity participation Spending by category Main mode of transportation Party size and composition Satisfaction and value ratings Ratings of destination specific attributes Psychographic battery Awareness of Durham attractions and visitation to Durham attractions Reasons for not visiting Durham Full demographic profiles

5. D.K. Shifflet & Associates Ltd.5 Durham Person-Trip Volume (millions) Overnight 19% ON Business 37% ON Leisure 63% Day 81%

6. D.K. Shifflet & Associates Ltd.6 Durham Volume Summary (millions of Person-Trips) 4.89 4.23 4.79 4.885.02 5.03

7. D.K. Shifflet & Associates Ltd.7 Durham Volume Summary (millions of Person-Trips) 4.89 4.23 4.79 4.885.02 5.03

8. D.K. Shifflet & Associates Ltd.8 Durham Overnight Volume Summary (millions of Person-Trips) 0.83 0.81 0.85 0.880.89 0.97

9. D.K. Shifflet & Associates Ltd.9 Durham Volume % Change 2000 to 2001 and 2001 to 2002 (in Person-Trips)

10. D.K. Shifflet & Associates Ltd.10 Durham Direct Spending Summary (millions of $) $634.8 $558.0 $583.7 $641.2$649.6 $604.6

11. D.K. Shifflet & Associates Ltd.11 Durham Direct Spending Summary (millions of $) $634.8 $558.0 $583.7 $641.2$649.6 $604.6

12. D.K. Shifflet & Associates Ltd.12 Day Trip Distribution Durham vs. Other Cities in Person-Trips

13. D.K. Shifflet & Associates Ltd.13 Day Trip Capture Rates by Radii Durham vs. Other Cities in Person-Trips

14. D.K. Shifflet & Associates Ltd.14 Where do Frequent Day Trippers Come From? The area contained within 0 to 50 miles of Durham County provides the lion’s share (79%) of frequent day trippers in the area.

15. D.K. Shifflet & Associates Ltd.15 DAY TRIP DESTINATION BY COMMUNITY Durham was the most visited destination for a day trip in the past 12 months.

16. D.K. Shifflet & Associates Ltd.16 DESTINATION CONSIDERATION CITIES Well over two-thirds (69%) of those who visited Durham for a day trip in the past month actually considered visiting Durham in the past year, while only 15% of day trippers to Other Cities considered Durham for a day trip in the past year.

17. D.K. Shifflet & Associates Ltd.17 CONSIDERATION of DURHAM FOR DAY TRIP in Past 12 Months by Day Trip Segment Consideration was highest in the closer in radius of 0 to 50 miles than in the 51 to 100 mile radius.

18. D.K. Shifflet & Associates Ltd.18 What Destinations Did Day Trippers Visit in the Past Month? Durham was the most visited destination for a day trip in the past month.

19. D.K. Shifflet & Associates Ltd.19 CONSIDERATION IN PAST 12 MONTHS VS. VISITATION IN PAST MONTH AMONG TOTAL DAY TRIPPERS Durham was the only city to have a higher visitation rate than consideration rate.

20. D.K. Shifflet & Associates Ltd.20 Ratio of Visitation to Consideration by City Durham had the second highest rates of consideration and visitation behind Raleigh.

21. D.K. Shifflet & Associates Ltd.21 Where Else Did Durham Day Trippers vs. Other City Day Trippers Go for Day Trips?

22. D.K. Shifflet & Associates Ltd.22 Average Number of Day Trips Taken to Individual Cities in Past Month vs. Past 3 Months Durham day trippers made 2.3 trips to Durham in the past month and 4.2 day trips in the past three months.

23. D.K. Shifflet & Associates Ltd.23 Day Trip Age Distribution The majority of Durham day trippers were Baby Boomers ages 35 to 54.

24. D.K. Shifflet & Associates Ltd.24 Day Trip Age Distribution Age distribution was similar regardless of distance.

25. D.K. Shifflet & Associates Ltd.25 Day Trip Educational Level Distribution Durham day trip visitors achieved higher education levels than did day trippers to other cities.

26. D.K. Shifflet & Associates Ltd.26 Day Trip Educational Level Distribution – Durham Total vs. Durham 0-50 Travelers from within the 0-50 mile radius of Durham County had not achieved as high educational levels as did day trippers from outside the 50 mile radius.

27. D.K. Shifflet & Associates Ltd.27 Day Trip Employment Status Distribution

28. D.K. Shifflet & Associates Ltd.28 Day Trip Employment Status Distribution – Durham Total vs. Durham 0-50

29. D.K. Shifflet & Associates Ltd.29 Day Trip Number in Household Distribution Average Durham: 2.7 Persons per Household Average Other Cities: 2.9 Persons per Household

30. D.K. Shifflet & Associates Ltd.30 Day Trip Number in Household Distribution – Durham Total vs. Durham 0-50 Average Durham Total: 2.7 Persons per Household Average Durham 0-50: 2.7 Persons per Household

31. D.K. Shifflet & Associates Ltd.31 Durham Day Trip Children in Household Ages 6-12 19% Under Age 6 21% No Children 58% Ages 13-17 12% Children 42%

32. D.K. Shifflet & Associates Ltd.32 Other City Day Trip Children in Household Ages 6-12 24% Under Age 6 19% No Children 53% Ages 13-17 20% Children 47%

33. D.K. Shifflet & Associates Ltd.33 Annual Household Income Distribution Average Durham: $66,000 per year Average Other Cities: $52,300 per year Average annual household income levels were higher among Durham day trippers than among day trippers to Other Cities.

34. D.K. Shifflet & Associates Ltd.34 Annual Household Income Distribution – Durham Total vs. Durham 0-50 Average Durham Total: $66,000 per year Average Durham 0-50: $61,700 per year Durham travelers in total are slightly more wealthy than those that live within 0 to 50 miles of the county border.

35. D.K. Shifflet & Associates Ltd.35 Gender of Day Trippers

36. D.K. Shifflet & Associates Ltd.36 Purpose of Trip among Durham Day Trippers Leisure travel dominated the day trip market in terms of purpose of stay in terms of Leisure only trips and combined Leisure / Business trips.

37. D.K. Shifflet & Associates Ltd.37 Average Number of People on Day Trip by Destination City Durham was most similar to Charlotte and Roanoke in terms of the average number of people on the day trip.

38. D.K. Shifflet & Associates Ltd.38 Day Trip Travel Party Composition Durham vs. Other Cities Durham had a significantly higher share of Couples and lower share of Families than did Other Cities.

39. D.K. Shifflet & Associates Ltd.39 Day Trip Travel Party Composition Durham Total vs. Durham 0-50 Durham day trippers from 0 to 50 miles from Durham County were more likely to be traveling as a Family and less as a Couple than were travelers from outside the 50 mile radius.

40. D.K. Shifflet & Associates Ltd.40 Satisfaction and Value Ratings Among Day Trip Travelers in Person-Trips Durham Day Trippers reported average value ratings and slightly below average satisfaction ratings.

41. D.K. Shifflet & Associates Ltd.41 Activity Participation Durham vs. Other City Day Trippers

42. D.K. Shifflet & Associates Ltd.42 Activity as Primary Reason for Day Trip to Durham vs. Other City

43. D.K. Shifflet & Associates Ltd.43 DAY TRIPPERS STATED IMPORTANCE vs. PERFORMANCE OF DESTINATION ATTRIBUTES – Durham

44. D.K. Shifflet & Associates Ltd.44 DAY TRIPPERS STATED IMPORTANCE vs. PERFORMANCE OF DESTINATION ATTRIBUTES – Other Cities

45. D.K. Shifflet & Associates Ltd.45 DAY TRIPPERS STATED IMPORTANCE OF DESTINATION ATTRIBUTES – Durham vs. Other Cities WHEN PLANNING A DAY TRIP IN GENERAL

46. D.K. Shifflet & Associates Ltd.46 DAY TRIPPERS PERFORMANCE OF DESTINATION ATTRIBUTES – Durham vs. Other Cities

47. D.K. Shifflet & Associates Ltd.47 Cluster Group Distribution Durham vs. Other City in Person-Trips Insecure Price Shoppers comprised the highest share of Durham day trip travelers.

48. D.K. Shifflet & Associates Ltd.48 Day Trip Capture Rates by Radii Cluster Groups in Person-Trips Each cluster originated primarily within the 0 to 50 mile radius of Durham. Insecure Price Shoppers claimed the highest share of 0 to 50 mile day trippers.

49. D.K. Shifflet & Associates Ltd.49 Party and Respondent Spending by Cluster* in Person-Trips People Connection Seekers are the biggest spenders, both in terms of the individual respondent and their entire travel party. *NOTE: Figures have been aggregated. A subsequent graph to be delivered with the final report will follow that contains averages calculated by taking into account where respondents spent $0 in various categories.

50. D.K. Shifflet & Associates Ltd.50 Cluster Age Distribution in Person-Trips Each cluster is primarily composed of Baby Boomers, with Insecure Price Shoppers dominating the Baby Boomer segment. People Connection Seekers are more likely to be Seniors, while Outdoor Lovers are more likely to be Gen-Xers.

51. D.K. Shifflet & Associates Ltd.51 Cluster Gender in Person-Trips People Connection Seekers were primarily Female, while the other clusters were comprised primarily of Male travelers.

52. D.K. Shifflet & Associates Ltd.52 Cluster Consideration vs. Visitation in Person-Trips

53. D.K. Shifflet & Associates Ltd.53 Average Number of People and Trips in Person-Trips Outdoor Lovers were the most frequent travelers, while Insecure Price Shoppers had the most people on the trip.

54. D.K. Shifflet & Associates Ltd.54 Travel Party Composition in Person-Trips

55. D.K. Shifflet & Associates Ltd.55 Activity Participation among Cluster Groups

56. D.K. Shifflet & Associates Ltd.56 Activity Participation (Con’t) among Cluster Groups

57. D.K. Shifflet & Associates Ltd.57 Activity as Primary Reason for Trip among Cluster Groups

58. D.K. Shifflet & Associates Ltd.58 Satisfaction and Value by Cluster Group

59. D.K. Shifflet & Associates Ltd.59 DESTINATION FEATURES EVER VISITED among Cluster Groups D D D D D = Durham Attraction

60. D.K. Shifflet & Associates Ltd.60 DESTINATION FEATURES EVER VISITED (Con’t) among Cluster Groups D DD D = Durham Attraction DD

61. D.K. Shifflet & Associates Ltd.61 DESTINATION FEATURES EVER VISITED (Con’t) among Cluster Groups DD D = Durham Attraction D