Presented to TIAY AGM May 3, 2013 In collaboration with: Advanced Analytics – Dr. Rick Pollack Arizona State University - Dr. Tim Tyrell McDowell Group - Alaska Box 2180 Marsh Lake, Yukon

 Why we did the study  Who responded to the survey  What are the results – Some Key Findings Draft 2012 Key Yukon Findings - Summer 2012

 Primary Goal: To develop a sustainable system to monitor visitors behaviour and volumes  Objectives: 1.Conduct a survey of visitors exploring options to reduce survey costs while having the ability to compile representative and accurate findings. 2.Create a volume estimation tool that can be used with minimum costs. Draft 2012 Key Yukon Findings - Summer 2012

Random/Representative Sample Traditional Sample Contest Paper Inquirers Industry Normal weighting : Exit/Entrance Point and Mode of Transportation weights Requires Normal weighting : (Exit/Entrance Point and Mode of Transportation) PLUS Activity Indicators weights, sample source, and country of origin. Requires Normal weighting : (Exit/Entrance Point and Mode of Transportation) PLUS Activity Indicators weights, sample source, and country of origin. Convenience Tablets Least Accurate  Most Accurate Convenience Sample Merging low cost and representative sample Draft 2012 Key Yukon Findings - Summer 2012

Traditional Exit Study Interviews Convenience Study Interviews

Margin of Error on Total = +/ Data Collection for travel months June 1 to Sept. 30, 2012 Margin of Error on Total = +/ Data Collection for travel months June 1 to Sept. 30, 2012 Total Final Sample – Summer Main survey = 3,844 Draft 2012 Key Yukon Findings - Summer 2012

The tourism pie got bigger! (63,390 more visitors than in 2004) +25% +21% +26% Draft 2012 Key Yukon Findings - Summer 2012

Time Period between StudiesVisitor Change Between 1987 to 19941% per year Between % per year Between % per year Between % per year Draft 2012 Key Yukon Findings - Summer 2012

2004 = 7% Business Draft 2012 Key Yukon Findings - Summer 2012

2004 = 6% VFR, 6% Wilderness Draft 2012 Key Yukon Findings - Summer 2012

2004 = 40% Hotel, 24% RV/commercial campground, 13% gov’t cg, 4% Friends/Family 2004 = 40% Hotel, 24% RV/commercial campground, 13% gov’t cg, 4% Friends/Family Draft 2012 Key Yukon Findings - Summer 2012

2004 – used nights rather than days… % day trips vs. 16% in 2012 (but 10% in 1999) - 30% 1 – 2 Nights (24% in 2012) - 34% 3 – 7 nights (35% in 2012) - 12% 8+ nights (25% in 2012) Overall drop in day trip and 1 – 2 night trips, increase in 8+ night trips 2004 – used nights rather than days… % day trips vs. 16% in 2012 (but 10% in 1999) - 30% 1 – 2 Nights (24% in 2012) - 34% 3 – 7 nights (35% in 2012) - 12% 8+ nights (25% in 2012) Overall drop in day trip and 1 – 2 night trips, increase in 8+ night trips Avg in 2004 = 5.5 nights

2004 – average = 2.3 person Draft 2012 Key Yukon Findings - Summer 2012

2004 = Natural attractions = 58%, Shopping = 64%, Man-made attractions = 58% 2004 = Natural attractions = 58%, Shopping = 64%, Man-made attractions = 58% Draft 2012 Key Yukon Findings - Summer 2012

2004 – 70% Car/Truck/Van/Motorcycle, 30% RV/Camper Draft 2012 Key Yukon Findings - Summer 2012

 2004 Exit Study data reported $75.8 M total spend. That is $87.2M adjusted for inflation.  Based on the inflation adjustment for 2004, spending is up $25.8M compared to A 29% increase  A rough comparison on $ per person per day spending suggests a drop from  NOTE: spending questions in 2012 were more detailed and more likely to increase recall of spending. Survey was also post-trip, after all bills and total expenses could be recalled. Draft 2012 Key Yukon Findings - Summer 2012

 All Yukon related activities, including Pre-Trip Purchases of Hotels, Guided Tour or Activity, Yukon Rental Car or RV plus In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other, plus pre-trip spending on non-cruise (airline) packages and shore excursions. $64 Per Person Per Day $64 Per Person Per Day $112,440,000 Total Spend Most similar to past studies and best fit for Yukon spend Draft 2012 Key Yukon Findings - Summer 2012

$10 Per Person Per Day $10 Per Person Per Day Spending Group$ per person per day Total Spend Pre-Trip Spending$10$ 15,460,000 Packages excluding transportation $10$ 18,210,000 In-Yukon Spend$44$ 78,770,000 - Sum of Yukon total$64$112, 440,000 Transportation$14$ 28,110,000 TOTAL w/Transportation$78$140,550,000 Pre-trip = purchases of hotels, guided tours or activities, Yukon rental car/RV/ In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other Packages = pre-trip spending on non-cruise (airline) packages and shore excursions. Transportation = cruise, airline tickets, non-Yukon vehicle rentals Pre-trip = purchases of hotels, guided tours or activities, Yukon rental car/RV/ In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other Packages = pre-trip spending on non-cruise (airline) packages and shore excursions. Transportation = cruise, airline tickets, non-Yukon vehicle rentals

Draft 2012 Key Yukon Findings - Summer 2012

Demographics 2004 = female 47%, 53% male Draft 2012 Key Yukon Findings - Summer 2012

Avg. = 52.6 years Median = 52 Avg. = 52.6 years Median = 52 Draft 2012 Key Yukon Findings - Summer 2012

2004 – No = 65%, Yes = 35% Draft 2012 Key Yukon Findings - Summer 2012

2004 – yes = 61% Draft 2012 Key Yukon Findings - Summer 2012

Mean/Avg. = 6.5 months

 What we have learned so far… ◦ Visitor Volume is up 25% ◦ Visitor Spending is up 29% ◦ Highlights :  Increases experienced in:  Length of stay  Visitors Arriving by Air  Party Size  Canadian visitors (and Overseas)  Decreases experienced in:  Spending per person per day  Strong satisfaction rating  Strong interest in visiting again and referring the destination Draft 2012 Key Yukon Findings - Summer 2012

 Continued cross check with 2004 data  Compilation of Map/Pathway data  Preparation of Main Summer Report (summary and detailed)  Distribution of Summer Reports on Origin/ markets, Mode of Transportation, Key Activities, EQ Segments, Pathways, Trip Purpose and planning,etc.  Collection, weighting, analysis and reporting of Winter Survey Draft 2012 Key Yukon Findings - Summer 2012

THANKS TO:  Air North  Westmark Hotels  High Country Inn (Coast High Country)  Gold Rush Hotel  North of Ordinary  Many other tourism operators too numerous to mention! Draft 2012 Key Yukon Findings - Summer 2012