Residents Study July 2006 Prepared for CLARITY DEPTH

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 2 55% of residents have heard of Oregon’s Mt. Hood Territory.

Residents Study 3 Methodology Profile of Residents and Visiting Friends and Relatives Residents as Ambassadors Where Residents Get Information Conclusions Clackamas County Tourism Development Council BNResearch 2006 All rights reserved

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 4 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

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 5 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, Our Approach

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 6 Rural – 28% BeavercreekGovernment Camp BoringMolalla BrightwoodMulino CanbyRhododendron ColtonSandy Eagle CreekWelches EstacadaZigzag Urban vs. Rural Sample* QS2 What is your zip code? Base = Total respondents Urban/Suburban – 72% ClackamasOregon City GladstoneWest Linn Lake OswegoWilsonville Milwaukie Methodology *CCTDC determined urban vs. rural city distribution. Zip codes were given by respondents to determine urban/rural area

Residents Study 7 Methodology Profile of Residents and Visiting Friends and Relatives Residents as Ambassadors Where Residents Get Information Conclusions Clackamas County Tourism Development Council BNResearch 2006 All rights reserved

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 8 Profile of Residents and Visiting Friends and Relatives % % % % %65+ 16% Respondent Age <$20,000 4%$20k-$40k15%$40k-$60k 18% $60k-$80k17% $80k-$100k 13% Annual Household Income >$100k 20% Median Age: ~51Median Income: ~$68k

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 9 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 <1year4% 1-5 years17% 5-10 years14% years23% >20 years40% 21%

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 10 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

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 11 Profile of Residents and Visiting Friends and Relatives 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 Sample3.0 Urban3.0 Rural3.0 <$60k yr2.8 >$60k yr3.1 <5yr Resident3.0 >10yr Resident3.1

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 12 80% of VFRs traveled to visit respondents specifically, rather than for other activities Profile of Residents and Visiting Friends and Relatives Base = Total respondents 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 years.

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 13 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

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 14 Profile of Residents and Visiting Friends and Relatives Visitor ProfileAverage Guest stay: number of nights4.7 Number of adults2.6 Number of children under (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? Base = Total respondents 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

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 15 Profile of Residents and Visiting Friends and Relatives Visitor ProfileResidential (2006)Overnight Visitors (2004) Guest stay: number of nights4.72.7* Number of adults Number of children under (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

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 16 Profile of Residents and Visiting Friends and Relatives 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 Winter28% Spring28% Summer25% Fall19%

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 17 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%.

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 18 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 19 Methodology Profile of Residents and Visiting Friends and Relatives Residents as Ambassadors Where Residents Get Information Conclusions Clackamas County Tourism Development Council BNResearch 2006 All rights reserved

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 20 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

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 21 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 Residents as Ambassadors Mt. Hood Area Experience Oregon Coast Downtown PDX/ Pioneer Square Oregon Zoo OMSI Saturday Market 69% 30% 15% 10% 7% 6%

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 22 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 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% Residents as Ambassadors *activities enjoyed with most recent visiting party

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 23 Top Ranking Clackamas Activities Q1c [For item mentioned at Q1a/b 1-38] Could you tell me if this is or is not in Clackamas County? Residents as Ambassadors

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 24 What residents and their guests did in Clackamas County* Q10 Please tell me if you did any of the following activities within Clackamas County: Residents as Ambassadors *Comparisons between 2004 and 2006 studies made only where applicable.

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 25 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 activities4.5Did winter recreational activities 4.5 Visited a winery/brew pub 4.3 Attended places and events4.2Dined at a restaurant4.2Attended evening entertainment4.1Shopping4.1 Note: Average rating on a scale where 1=Extremely Dissatisfied and 5=Extremely Satisfied. Satisfaction with Clackamas County Activity Residents as Ambassadors Overall Average Ratings

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 26 Top Dining Choices Q2 What are the top restaurants you recommend when you have visitors? Base = Total respondents Olive Garden 14%Bugatti’s8%McMenamin’s7%Stanford’s 7%Gustav’s 6% Clackamas County residents enjoy diverse dining opportunities. 57% indicated miscellaneous restaurants other than the top five listed. Residents as Ambassadors

Residents Study 27 Methodology Profile of Residents and Visiting Friends and Relatives Residents as Ambassadors Where Residents Get Information Conclusions Clackamas County Tourism Development Council BNResearch 2006 All rights reserved

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 28 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% 37% Magazines 38% Travel Assoc. 44%

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 29 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? Yes41% No53% 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? Base = Total respondents

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 30 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? Yes54% No36% 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 31 Methodology Profile of Residents and Visiting Friends and Relatives Residents as Ambassadors Where Residents Get Information Conclusions Clackamas County Tourism Development Council BNResearch 2006 All rights reserved

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 32 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! 33Clackamas County Tourism Development Council BNResearch 2006 All rights reserved

Appendix 34Clackamas County Tourism Development Council BNResearch 2006 All rights reserved

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 35 Profile of Residents and Visits Total Sample Overnight88% Daytime12% UrbanRural 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%

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 36 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 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 Residents as Ambassadors

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 37 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? Yes9% No83% 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 Residents as Ambassadors

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 38 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.

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 39 >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

Clackamas County Tourism Development Council BNResearch 2006 All rights reserved 40 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.