2011 Concours d’Elegance and Motoring Festival Results Prepared by: John Salazar, Ph.D. University of South Carolina Beaufort January 16, 2012

Preliminary Executive Summary 1205 completed surveys Almost 47% of the respondents were residents of the Lowcountry, while approximately 53% were considered visitors. Most visitors stayed in hotels. Visitors to Hilton Head Island had an average party size of 2.3ppl 69% of all attendees came to the island for the event. Of those answering the income items, approximately 75% had incomes above $75K. 2

All Attendee Demographics

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Point of Origin and MSA Markets

Zip Code Freq by Metropolitan Area 4,

Top 20 Ranking According to Zip Code Frequency RankMetropolitan Area Sum of Vis by Metropolitan Area % Share of VT20 1Atlanta-Sandy Springs-Marietta, GA MSA32918% 2Charleston-North Charleston, SC MSA28915% 3Spartanburg, Greenville, SC and Asheville, NC MSA1518% 4Columbia, SC MSA1397% 5Charlotte-Gastonia-Concord, NC-SC MSA1387% 6New York-Northern New Jersey-Long Island, NY-NJ-PA MSA1347% 7Washington-Arlington-Alexandria, DC-VA-MD-WV MSA955% 8Jacksonville, FL MSA804% 9Augusta-Richmond County, GA-SC MSA784% 10Tampa-St. Petersburg-Clearwater, FL MSA613% 11Raleigh-Cary, NC MSA493% 12Pittsburgh, PA MSA473% 13Cincinnati-Middletown, OH-KY-IN MSA462% 14Chicago-Naperville-Joliet, IL-IN-WI MSA382% 15Orlando-Kissimmee, FL MSA372% 16Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA342% 17Athens-Clarke County, GA MSA322% 18Cleveland-Elyria-Mentor, OH MSA322% 19Miami-Fort Lauderdale-Miami Beach, FL MSA312% 20Baltimore-Towson, MD MSA302% %

Top 20 MSA’s According to %Share Comparison to Arbitron, Neilsen, and Scarborough RankMetropolitan Area Sum of Vis by Metropolitan Area % Share of VT20 VT20-AT20VT20-NT20VT20-ST20 1 Charleston-North Charleston, SC MSA 28915% 2 Atlanta-Sandy Springs-Marietta, GA MSA 32918%10% 9% 3 Spartanburg, Greenville, SC and Asheville, NC MSA 1518%7%5%6% 4 Columbia, SC MSA 1397% 6%7% 5 Charlotte-Gastonia-Concord, NC-SC MSA 1387%4% 6 Augusta-Richmond County, GA-SC MSA 784%3% 4% 7 Jacksonville, FL MSA 804%2% 8 Athens-Clarke County, GA MSA 322% 9 Raleigh-Cary, NC MSA 493%0%-1%0% 10 Cincinnati-Middletown, OH-KY-IN MSA 462%-1%0%-2% 11 Orlando-Kissimmee, FL MSA 372%-1%-2%-3% 12 Tampa-St. Petersburg-Clearwater, FL MSA 613%-1%-2%-1% 13 Pittsburgh, PA MSA 473%-1% 14 Cleveland-Elyria-Mentor, OH MSA 322%-1%-3% 15 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 955%-2% -6% 16 Baltimore-Towson, MD MSA 302%-2% -3% 17 Miami-Fort Lauderdale-Miami Beach, FL MSA 312%-4%-3% 18 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 342%-6%-7% 19 Chicago-Naperville-Joliet, IL-IN-WI MSA 382%-11%-9%-10% 20 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 1347%-19%-16%-10% %0% *Hilton Head Island and Savannah MSA’s not included in the analyses

Visitor Characteristics

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Average length of stay = 4 days 20

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Average party size = 2.3ppl 24

Average lodging spend = $100 - $

Average restaurant spend = $75-$

Average retail spend = $

Average transportation spend = $

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All Event Attendees

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Average event party size of 2.8ppl 33

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How would you rate following activities offered during the Hilton Head Island Motoring Festival and Concours d’Elegance? Answer Options Very Good GoodAveragePoor Very Poor N/A Rating Average Response Count Parades of Cars 53%26%4%1%0%16% Awards Ceremonies 36%29%7%0% 28% Special Exhibits (i.e. Carriage Display) 53%29%7%1%0%10% Hot Laps at Track 32%15%5%1%0%48% Guided Tours 24%15%7%1%0%53% Retail Offerings 30%32%18%3%1%17% Concessions 33%35%18%3%1%10%

How would you rate following Festival characteristics? Answer Options Very Good GoodAveragePoor Very Poor N/A Rating Average Response Count Music 37%38%14%2%1%9% Ambiance 51%38%8%0% 4% Cost 31%38%23%4%2% Staff Friendliness 65%27%5%0% 2% Location 68%27%4%0% 2% Parking 57%30%8%2%1%2% Kids Area 18%14%7%1% 59% Availability of Public Seating/Viewing 35%31%16%5%2%11% Recycling Opportunities 32%33%14%3%1%17% Exhibits 47%38%10%1%0%3% Interaction with Exhibitors 49%37%9%1%0%4% Opportunities to Learn about Cars 53%33%9%1% 3% Vendor Variety 37% 18%4%1%3%

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Social Media Usage

Please indicate how often you use a specific social medium. Answer OptionsHourlyDaily 3-5 times per week 4 times per month Once per month I don't use this medium Rating Average Response Count Facebook 11%39%24%11%7%8% Twitter 3%9%8%3%4%72% My Space 1%2%4%1%2%90% Linkedin 2%11%18%11%14%44% Other 5%14%9%3%2%68% answered question 714 skipped question

How likely are you to make any of the following posts at your social media website while attending (or after attending) ANY festival or special event? Answer Options Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Rating Average Response Count Posts that inform your social network friends that you're in attendance at a festival or special event. 34%30%11%5%20% Posts that comment positively about being at the festival or special event. 36%31%11%3%19% Posts recommending that your social network friends attend the festival or special event. 33%29%14%4%20% Post pictures or videos of you attending the festival or special event on your social media site. 39%27%10%4%19% answered question 702 skipped question

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Recommendations Continue to execute collaborative marketing efforts with events that attract similar demographics. Target Charleston, Atlanta, Spartanburg/Greenville, Columbia, and Charlotte. Develop packages with restaurants and shopping venues. Create social media photo spot. Create a color coded map of the entire event. 46

For more information contact : John