Visitor Profile Study by Visit Truckee

Truckee Donner Chamber of Commerce Visitor Profile Study Four Season Visitor Profile Study 2013/14

Thanks to the Town of Truckee for funding the Visitor Profile Study through the marketing agreement with the Truckee Donner Chamber of Commerce.

Truckee Chamber of Commerce

Visitor Profile Study

Table of Contents Project Overview

Executive Summary â&#x20AC;&#x201C; Data

Summer Season Summary Fall Season Summary Winter Season Summary Spring Season Summary

6 6 7 7

Executive Summary â&#x20AC;&#x201C; Analysis

Section 1: Respondent Characteristics

1.1 Demographic Profile 1.2 Geographic Origin 1.3 Visitor Type

11 14 16

Section 2: Visitor Patterns

2.1 First time vs. repeat visitors 2.2 Visitor trip frequency 2.3 Party size 2.4 Length of stay 2.5 Trip booking method 2.6 Primary reason for visitation 2.7 Activity participation 2.8 Type of lodging selected for this trip 2.9 Places visited on this trip 2.10 Primary method of travel to the general area 2.11 Travel party daily expenditures

17 18 18 18 20 22 23 25 27 29 31

Section 3: Destination Experience and Perceptions

3.1 Perception of Truckee as a destination 3.2 Attribute ratings Truckee area on decision to visit 3.3 Truckee attribute experience rating 3.4 Perception agreement statements 3.5 Likelihood you will return to Truckee in the next 12 months 3.6 Season most likely to return to Truckee 3.7 Trip satisfaction (price you paid for what you received) 3.8 Perception of Truckee as a part of North Lake Tahoe or different from North Lake Tahoe 3.9 Net Promoter Score

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Truckee Chamber of Commerce

Visitor Profile Study

Section 4: Awareness, Media

4.1 Have you seen or heard of Truckee in any of the following? 4.2 Did advertising/information influence decision to visit Truckee? 4.3 Use of internet to plan or purchase any part of this trip 4.4 Use of Truckee.com to plan or purchase any part of trip

50 54 55 56

Section 5: Visitor Volume & Travel Spending

5.1 Visitor volume and travel spending

Appendix

List of Figures Figure 1: Visitor type – overall Figure 2: First time vs. repeat visitors Figure 3: Length of stay – by market Figure 4: Trip booking method overall Figure 5: Trip booking method – by season Figure 6: Primary reason for visitation Figure 7: Activity participation Figure 8: Type of lodging selected while on this trip Figure 9: Type of lodging selected while on this trip – by season Figure 10: Places visited on this trip Figure 11: Places visited on this trip – by season Figure 12: Primary method of travel to the general area Figure 13: Primary method of travel to the area – by market Figure 14: Travel party daily expenditures Figure 15: Perception of Truckee as a destination Figure 16: Perception of Truckee as a destination – by season Figure 17: Perception of Truckee Improvement – by market Figure 18: Importance in your decision to visit Truckee Figure 19: Attribute ratings Truckee area Figure 20: Perception agreement statements Figure 21: Likelihood you will return to Truckee in the next 12 months Figure 22: Likelihood you will return to Truckee in the next 12 months – by season Figure 23: Likelihood you will return to Truckee in the next 12 months – by market Figure 24: Season most likely to return to Truckee Figure 25: Season most likely to return to Truckee – by season Figure 26: Season most likely to return to Truckee – by market Figure 27: Trip satisfaction (price you paid for what you received) Figure 28: Trip satisfaction (price you paid for what you received) – by season Figure 29: Perception of Truckee Figure 30: Net Promoter Score – by season

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Truckee Chamber of Commerce

Visitor Profile Study

Figure 31: Net Promoter Score – by market Figure 32: Seen or heard of Truckee in any of the following Figure 33: Seen or heard of Truckee in any of the following – by season Figure 34: Seen or heard of Truckee in any of the following – by market Figure 35: Advertising/information influence decision to visit Truckee Figure 36: Use of internet to plan or purchase any part of this trip Figure 37: Use of Truckee.com to plan or purchase any part of trip Figure 38: Use of internet and use of Truckee.com

49 51 52 53 54 55 57 57

List of Tables Table 1A: Summary demographic profile Table 1B: Summary demographic profile Table 2: Demographic profile by season Table 3: Geographic origin – overall Table 4: Geographic origin – by season Table 5: Visitor markets – by mileage Table 6: Type of visitors Table 7: Number of trips to Truckee Table 8: Party size by season Table 9: Length of stay by season Table 10: Primary reason for visitation – by season Table 11: Activity participation Table 12: Primary method of transportation to general area – by season Table 13: Per party/day expenditure Table 14: Travel party daily expenditures – by season Table 15: Trip worth Table 16: Importance in your decision to visit Truckee – by season Table 17: Importance in your decision to visit Truckee – by market Table 18: Attribute ratings Truckee area – by season Table 19: Attribute ratings Truckee area – by market Table 20: Perception agreement statements – by season Table 21: Perception agreement statements – by market Table 22: Perception of Truckee – by season Table 23: Perception of Truckee – by market Table 24: Advertising/information influence decision to visit Truckee – by season Table 25: Advertising/information influence decision to visit Truckee – by market Table 26: Use of internet to plan or purchase any part of this trip – by season Table 27: Use of internet to plan or purchase any part of this trip – by market Table 28: Use of Truckee.com to plan or purchase any part of trip – by season Table 29: Use of Truckee.com to plan or purchase any part of trip – by market Table 30: Visitor volume and travel spending

11 12 12 14 15 15 16 18 18 18 22 24 30 31 32 32 35 36 38 38 40 40 47 47 54 54 55 55 56 56 58

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Truckee Chamber of Commerce

Visitor Profile Study

Project Overview In an effort to better understand changes that have occurred in the Truckee tourism market the Truckee Donner Chamber of Commerce commissioned a visitor profile study. The following information is part of a year-long study of visitors to the Truckee area. The project objectives include the following: 1. 2. 3. 4. 5.

Identify causation factors affecting visitation to the Town of Truckee. Identify key visitor markets and their unique profile and visitation characteristics. Provide a profile of spending patterns, visitor behavior, opinions and preferences. Provide a demographic profile of Town of Truckee visitors. Collect feedback on vacation experiences and ratings including strengths and weaknesses of the destination.

The study is designed to provide the tourism industry with information that can be used to shape future marketing efforts and tourism related policy for the betterment of the Town of Truckee as a tourism destination.

A note about winter During the collection of data the winter season was unique in it was significantly impacted by a lack of natural snow which in turn had a major impact on the winter sports industry and resulting visitor demand for Truckee.

Methodology For this study, intercept surveys were conducted with Truckee visitors during the months of August, October, February – March, and May – early June. Visitors were interviewed at various Truckee locations. Interviews were conducted on both weekends and weekdays, and visitors were provided a small gift to participate. No local residents were surveyed. A total of 599 respondents completed the survey, with 200 completed surveys for the summer and winter seasons, 99 for the fall season, and 100 for the spring season. In terms of survey collection, 65% of surveys were collected during the Friday-Sunday time period and 35% Monday – Thursday. Surveys were taken using a mix of approaches; some were given the survey to complete on their own, in which case those were reviewed for completion, and some were taken by a trained interviewer. Individuals were selected on an every nth person basis, which varied throughout the collection process (ex: every third person, every fifth person), and surveys were limited to one per travel party.

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Truckee Chamber of Commerce

Visitor Profile Study

Executive Summary – Data Summer Season Summary · · · · · · · ·

· · · ·

Forty-one percent of the summer sample indicated they were first time visitors to the Truckee area. Fully 37% indicated the area had improved as a destination. Trip frequency averaged one trip in the past 12 months. Scenic beauty and the town itself (refers to the overall feel and look of the town) had the highest importance in the decision to visit Truckee. Sixty-two percent of the summer sample indicated they were definitely/probably going to return to Truckee in the next 12 months. Forty-seven percent of the summer sample indicated they were most likely to return during the summer season, the highest percentage for any of the four seasons. Sightseeing and shopping were the most frequently mentioned activities that visitors participated in while visiting Truckee. In terms of trip ratings, those areas that received the highest ratings were scenic beauty, the historic downtown, friendly helpful people, areas to stroll or walk the climate and outdoor activities. Overall 66% indicated they were very satisfied with the value of the trip for the price they paid. Fully 61% indicated that Truckee was different from North Lake Tahoe. The average daily party expenditure was $46. The average age of those surveyed was 45 years and the average household income was $145,000.

Fall Season Summary · · · · · · · ·

Forty-three percent of the fall sample indicated they were first time visitors to the Truckee area compared with forty-one percent for summer. Fully 33% indicated the area had improved as a destination. Trip frequency averaged one trip in the past 12 months. Scenic beauty and the town itself had the highest importance in the decision to visit Truckee. Forty-seven percent of the fall sample indicated they were definitely/probably going to return to Truckee in the next 12 months. Thirty-five percent of the fall sample indicated they were most likely to return during the winter season, the highest percentage for any of the four seasons. Sightseeing and shopping were the most frequently mentioned activities that visitors participated in while visiting Truckee. Overall fall visitors had higher ratings for their experience in Truckee then did summer visitors.

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Truckee Chamber of Commerce

Visitor Profile Study

Winter Season Summary This past winter marks one of the most unique winters in a generation. The Lake Tahoe area, known for receiving approximately 300-500 inches of snow annually, suffered one of its most severe winter seasons, receiving a fraction of its average snowfall. The lack of snow had a significant impact on the traditional winter ski and snowboard season and significantly impacted visitation throughout the greater Lake Tahoe region. What skiers and snowboarders did visit were typically more committed participants, while those that did not show were typically more casual participants to the sport. · · · · · · ·

· ·

Forty-six percent of the fall sample indicated they were first time visitors to the Truckee area compared with forty-one percent for summer. Fully 30% indicated the area had improved as a destination. Trip frequency averaged one trip in the past 12 months. Scenic beauty and the town itself had the highest importance in the decision to visit Truckee. Forty-seven percent of the winter sample indicated they were definitely/probably going to return to Truckee in the next 12 months. The winter visitor was more likely to be influenced to visit then visitors during other seasons. This may speak to the amount of advertising area ski resorts utilize to drive demand. Winter visitors spent significantly higher dollars then in other seasons, specifically in recreation spending (related to lift ticket sales, and food and groceries (related to a greater percentage of visitors staying in rental properties). At the same time lodging expenditures were down, which is a reflection of lower than planned winter season occupancies. Overall winter visitors had higher ratings for their experience in Truckee than did fall or summer visitors as indicated by their net promoter score. Winter visitors overall were a younger market than has been seen in other seasons.

Spring Season Summary · · · · · · ·

Thirty-eight percent of the spring sample indicated they were first time visitors to the Truckee area. Fully 32% indicated the area had improved as a destination. Trip frequency averaged one trip in the past 12 months. Scenic beauty and the town itself had the highest importance in the decision to visit Truckee as it has in other seasons surveyed. Fifty-two percent of the spring sample indicated they were definitely/probably going to return to Truckee in the next 12 months. Forty-one percent of the spring sample indicated they were most likely to return during the winter season, the second highest percentage for any of the four seasons. Sightseeing and shopping were the most frequently mentioned activities that visitors participated in while visiting Truckee.

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Truckee Chamber of Commerce

Visitor Profile Study

Executive Summary – Analysis In analyzing the data from the report, there are a number of key insights that are worth noting. ·

Visitor demand beyond winter sports. As was mentioned previously the data collection during winter 2014 was challenging given the significant lack of natural snowfall. This raises several important issues. First, given that the Northern California market is the primary visitor market for Truckee and the greater Lake Tahoe area, this customer base is most sensitive to weather conditions during the winter, both good and bad. When natural snow fall is average or above average and this market has access (clear roads) to Truckee, visitation can be significant. On the flip side when natural snowfall is below natural levels this market reduces its visitation significantly. The consumers in these markets have an ample variety of destinations and activities to substitute for trips to the Sierra for winter sports. The strategic question is this, what if these low natural snowfalls represent, in essence, “the new normal”? What if over a ten year period a significant number of years result in low natural snowfall? How will Truckee, and the greater Lake Tahoe area for that matter, manage its tourism based economy under this kind of stress? The issue of low snowfall and climate change is beyond the purview of this research. Past season(s) provide a feel as to what could happen. How should tourism planners, stakeholders and local government hedge against such occurrences and generate alternative approaches to maintain revenues, employment and taxes? Future tourism market planning efforts should develop contingency plans and the criteria for using plans that seek to attract a broader visitor market, particularly during the winter months.

Truckee as a destination. It is clear to the casual observer that over the past two decades Truckee has evolved to become a desired destination in its own right. For many within the destination Truckee has been viewed as part of a greater North Shore, and to a large extent that is true. It is also clear from the research that visitors view Truckee as a distinct and separate location within the greater region. This of course has a number of implications. First, how should Truckee participate in cooperative efforts that include the greater North Shore or region, and what are the criteria that should be considered? When should Truckee stand alone and market itself? Historic guidelines would suggest that within the Northern California market Truckee can promote itself (given there are available promotional funds), and when marketing beyond this core market it is advisable to consider cooperative partners. As of this writing the greater Reno-Tahoe region is poised to experience significant new air access from international markets (Mexico and the United Kingdom). These visitors are more likely to be longer-stay, higher-worth visitors. How Truckee should look to access these important new segments is an important consideration for tourism planners.

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Truckee Chamber of Commerce

Visitor Profile Study

Truckee as a visitor hub. The research also gives some insight as to the ability to position Truckee as a visitor hub for overnight stay, from which visitors can participate in a variety of activities and/or visit other places. The research was clear that a significant percentage of visitors did visit Lake Tahoe. This suggests that even though they were already aware or became aware of Lake Tahoe, Truckee has an excellent opportunity, given its lodging and visitor activities, to define itself as a destination hub. As the figure below illustrates, Truckee can strengthen its positioning as a destination hub that provides good access to the must see and must do locations and attractions.

Regional Attractions

Wine Country

Activities

Truckee

Sierra County

Lake Tahoe, Donner Lake, etc.

The data provided insight in that visitors had a significant level of agreement on three core issues, the natural environment, the laidback feel and the downtown area. These are key elements that can be used to help build a competitive advantage and position Truckee as a destination hub. ·

Truckee as an improving destination experience. One of the key benefits that Truckee possesses over South Lake Tahoe, North Lake Tahoe, and Incline Village is its location outside the Tahoe basin. That location has allowed Truckee to improve the infrastructure and resulting tourism experience at a faster rate than those locations within the basin. This product improvement, along with the continued improvement of both Squaw Valley and Northstar (also outside the basin), are reshaping the region and providing visitors with high quality experiences. Simply put, Truckee’s continual improvement creates a differentiation from those areas within the Tahoe basin. The downtown area is also key from a tourism experience perspective, in that it has seen continual improvement in order to provide visitors with a positive experience. From a marketing perspective a continual focus on the downtown experience is a critical point of differentiation.

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Truckee Chamber of Commerce

Âˇ

Visitor Profile Study

Vacation rental home segment surprises. Oftentimes destinations lose sight of the impact that rental vacation homes can provide in the areaâ&#x20AC;&#x2122;s lodging inventory. The data indicates that those that use this lodging product provide a strong economic impact. This is important as new products like Airbnb and others provide new distribution channels for homeowners to make their property available to a wider network of potential visitors.

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Truckee Chamber of Commerce

Visitor Profile Study

Section 1: Respondent Characteristics 1.1 Demographic Profile Survey respondents provided their gender, marital status, family status; age, annual household income, and ethnicity (see Table 1A). Most respondents were white (82%), and married (60%). Slightly more women participated in the survey than men (55% and 45%, respectively).

Study Insight Winter visitor profile may be different from a normal season given the lack of snowfall.

Overall the average age of survey respondents was 43 years with the oldest median age of visitors in the fall and the youngest in the winter. The average household income of survey respondents was $126,000 with summer visitors having the highest average income. Hispanic visitors were approximately 10% of visitors to the area.

Table 1A: Summary demographic profile Gender Male Female Marital Status: Singl e Marri ed Living together Wi dowed Family Status: No children Children at home Empty nester

45% 55% 19% 60% 20% 1%

Ethnicity White African American Asian Ameri can Hispanic/Lati no Native American Other

82% 1% 5% 10% 1% 1%

40% 31% 29%

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Truckee Chamber of Commerce

Visitor Profile Study

Table 1B: Summary demographic profile Income 0–$29,000 $30,000–39,999 $40,000–49,999 $50,000–59,999 $60,000–69,999 $70,000–99,999 $100,000–149,999 $150,000–200,000 $200,000-249,000 $250,000-349,000 $350,000-499,999 Mean Medi an

Percent 4% 8% 7% 7% 8% 18% 21% 11% 7% 6% 3% $126,000 $97,000

Age Under 25 25-30 31-40 41-50 51-60 Over 60 Mean Median No Answer

Percent 13% 18% 18% 13% 15% 21% 43% 41% 2%

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Truckee Chamber of Commerce

Visitor Profile Study

Table 2: Demographic profile by season Summer

Fall

Winter

Spring

17% 63% 1% 19%

12% 76% 2% 11%

25% 49% 1% 26%

16% 63% 1% 22%

No children Yes, children at home Yes, empty nester

37% 30% 33%

27% 23% 49%

49% 37% 13%

41% 27% 32%

Average Age Median Age

45 49

51 54

38 33

41 38

Average Income Median Income

$145,000 $120,000

$138,000 $103,000 $115,000 $ 82,000

Education Some high school Graduated high school Some college Graduated college Graduate school

2% 12% 27% 45% 18%

1% 13% 31% 34% 22%

1% 15% 37% 30% 17%

1% 14% 34% 31% 20%

Ethnicity White African American Asian or Asian American Hispanic/Latino Native American Other Not sure/donâ&#x20AC;&#x2122;t know No answer

76% 3% 7% 9% 1% 1% 1% 1%

88% 2% 5% 4% 0% 0% 0% 0%

83% 1% 8% 5% 1% 1% 0% 0%

87% 0% 2% 11% 0% 0% 0% 0%

Marital Status Single Married Widowed Living Together Presence of Children

$131,000 $ 90,000

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

1.2 Geographic Origin

Study Insight Truckeeâ&#x20AC;&#x2122;s location to Northern Nevada is found in their 12% of overall visitation from that market.

Over half (58%) of all respondents lived in California. Visitors from outside California primarily originated in Nevada (12%), the Southwest (5%), and the Northwest (3%). The remaining respondents were distributed across other U.S. regions in small numbers, with no more than 2% originating from any other single geographic region (see Table 3). Two percent of visitors were from outside the United States.

Table 3: Geographic origin â&#x20AC;&#x201C; overall Market California: Northern California Bay Area Sacramento Other N. Calif. Other California

Total California

58%

12%

9% 3% 70%

Other States: Southwest (AZ/NM/TX/OK) Northwest (OR/WA) Other states

6% 3% 19%

Total Other States:

28%

98%

International:

100%

Nevada: Northern Nevada Other Nevada Total Nevada

Total 46% 20% 11% 15% 12%

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

Table 4: Geographic origin by season Summer Market

California: Northern California Other California Total California

41% 15% 56%

Nevada: Northern Nevada Other Nevada Total Nevada

Total

56%

Fall

Winter

Total

47% 10% 57%

15% 1%

Total

51% 10%

57%

61%

6% 5% 11%

Spring

61%

46% 12% 58%

4% 2%

68%

58%

13% 4%

16%

72%

Other States: Southwest (AZ/NM/TX/OK) Northwest (OR/WA) Other states

7% 5% 13%

Total Other States:

25%

97%

30%

98%

30%

97%

23%

98%

International:

100%

5% 4% 21%

67%

Total

17%

6% 2% 22%

75%

4% 1% 22%

*Numbers may not foot due to rounding. From a mileage perspective approximately 47% of total visitors live within 530 miles. Approximately 37% are within 200 miles.

Table 5: Visitor markets by mileage Study Insight With approximately 37% of Truckeeâ&#x20AC;&#x2122;s visitor market within 200 miles, it suggests Truckeeâ&#x20AC;&#x2122;s strong regional appeal.

Market Reno/Sparks Sacramento Bay Area Central Valley Los Angeles Las Vegas San Diego

Miles 3% <100 100-200 201-449 450-499 450-499 530

% of Total Visitors Cumulative 6% 11% 20% 4% 2% 1% 3%

6% 17% 37% 41% 43% 44% 47%

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Truckee Chamber of Commerce

Visitor Profile Study

1.3 Visitor Type Overall 46% of those surveyed were day visitors, while 44% of those surveyed were overnight visitors. Overnight visitors were split evenly between California/Nevada and outside of California/Nevada.

Figure 1: Visitor type â&#x20AC;&#x201C; overall

Local Resident, 9%

Overnight Outside CA/NV, 22%

Day Visitor, 46%

Overnight CA/NV, 22%

Table 6: Type of visitors Summer

Fall

Winter

Spring

Local Resident

20%

Day Visitor

46%

62%

41%

42%

Overnight CA/NV

17%

13%

28%

31%

Overnight Outside CA/NV

17%

21%

28%

18%

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

Section 2: Visitor Patterns 2.1 First Time vs. Repeat Visitors Most respondents (57%) had visited Truckee previously. As might be expected, summer visitors had the highest concentration of repeat visitors (62%), while the fall (43%) and winter season (46%) had the highest concentration of first time visitors.

Study Insight Winter also had the highest percentage of visitors from outside CA/NV, which are typically a higher percentage of firstâ&#x20AC;&#x201C;time visitors.

Overall Average for Repeat Visitors 56%

Figure 2: First time vs. repeat visitors

62% 54%

57% 59%

38% 46%

Yes, first trip

43% 41%

10%

20% Spring

30% Winter

40% Fall

50%

60%

70%

Summer

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

2.2 Visitor Trip Frequency

Study Insight Potential opportunity exists to increase existing visitorsâ&#x20AC;&#x2122; trip frequency.

Overall, respondents visited Truckee an average of 1.7 times in the past two years and 1.0 times in the past 12 months. Winter visitors were most likely to have children present with them on their trip (27%) while fall visitors were least likely (16%).

Table 7: Number of trips to Truckee Total

Summer

Fall

Winter

Spring

In the past 2 years

1.7

1.4

1.3

2.0

2.1

In the last 12 months

1.0

1.1

% with children

21%

17%

16%

27%

17%

2.3 Party Size Overall trip party size was 2.6 persons, with winter and spring visitor having the largest party size, and summer and fall visitors having the smallest party size.

Table 8: Party size by season Total Average party size:

Summer

Fall

Winter

2.0

2.2

3.1

2.6

Spring 3.2

2.4 Length of Stay Overall trip length was 2.6 nights, with winter season visitors having the longest length of stay (3.0 nights), while fall season visitors had the shortest length of stay (2.0 nights).

Table 9: Length of stay by season

Length of Stay (Nights):

Total

Summer

Fall

Winter

2.6

2.2

2.0

3.0

Spring 2.5

Shortest and longest stays

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Truckee Chamber of Commerce

Visitor Profile Study

Figure 3: Length of stay â&#x20AC;&#x201C; by market and segment 0

0.5

1.5

2.5

Overall Trip Length Sacramento/Stockton

3 2.6

1.7

Bay Area

2.4

Southern California

2.5

Non-California First Time Repeat

3.5

2.9 1.8 2.7

Figure 3 above illustrates the trip length by geographic market and segment. As can be seen the overall length of stay was 2.6 nights. Visitors from the Sacramento/Stockton area had the shortest length of stay at 1.7 nights while those from non-California markets had the longest. This is consistent given those visitors that are closest in geographic proximity often have the shortest length of stay because the distance they travel is shorter while those that travel further distances often have a longer stay.

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Truckee Chamber of Commerce

Visitor Profile Study

2.5 Trip Booking Method Among overnight visitors, 23% booked their vacation direct through to the hotel/motel property via telephone or website. An additional 18% used the internet to book their vacation, 11% directly to the (rental) property owners, and 3% indicated they booked through a rental agency. Among the remaining respondents, 1% used a travel agent, 41% listed â&#x20AC;&#x153;other,â&#x20AC;? and 6% said that they did not know because someone else booked their reservations.

Figure 4: Trip booking method overall

Other

41%

Other website Travel agent Rental agency

18% 1% 3%

Direct to rental property owner Donâ&#x20AC;&#x2122;t know, booked by someone else

11% 6%

Direct to hotel/motel property via phone Direct to hotel/motel property via website

14% 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

*Numbers may not foot due to rounding. Note: Direct to property via phone and direct to property via website are reservations made to a hotel/motel. Direct to a property owner refers to a rental property.

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Truckee Chamber of Commerce

Visitor Profile Study

Figure 5: Trip booking method â&#x20AC;&#x201C; by season

45% 35%

Other

60% 38% 11% 21%

Other website

20% 19% 2% 1%

Travel agent

1% 2% 2% 3%

Rental agency

2% 5% 11% 17%

Direct to rental property owner

3% 5% 11% 3%

Donâ&#x20AC;&#x2122;t know, booked by someone else

39% 43% 19% 19%

Direct to hotel/motel property via phone

9% 5% 2% 5%

Direct to hotel/motel property via website

16% 23%

0% Spring

10% Winter

20% Fall

30%

40%

50%

60%

70%

Summer

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Truckee Chamber of Commerce

Visitor Profile Study

2.6 Primary Reason for Visitation Respondents most frequently cited pleasure or vacation as the primary purpose of their visit to the Truckee (76%), followed by visiting a friend or relative (14%), wedding/honeymoon (2%), business (2%) and special event (1%).

Figure 6: Primary reason for visitation â&#x20AC;&#x201C; overall Special event Wedding/ Business 1% Honeymoon 2% Other 2% 5% Visit friend/relative 14%

Pleasure/Vacation 76%

Table 10: Primary reason for visitation â&#x20AC;&#x201C; by season

Pleasure/vacation Visit friend/relative Wedding/honeymoon Business Special event Other

Summer 76% 14% 5% 1% 1% 4%

Fall 81% 8% 3% 4% 1% 4%

Winter 84% 13% 1% 1% 1% 2%

Spring 61% 13% 5% 6% 1% 13%

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

2.7 Activity Participation

Study Insight Itâ&#x20AC;&#x2122;s important to note the variety of recreation activities that survey respondents participated in while visiting the area.

Overall the most frequently mention activities visitors participated in were shopping and sightseeing. Truckee offers perhaps one of the best shopping experiences within the greater Lake Tahoe region. Additionally, the destination offers a wide variety of year-round recreation activities.

Figure 7: Activity participation

Other

Note: because of the limited snowfall the survey did not pick up any cross country ski activity as might be expected in a normal snowfall

year

24%

Cross country skiing (Winter)

Rock climbing

Snowshoeing (Winter)

Horseback riding (Summer/Fall/Spring)

1% 3%

Road/bike trail cycling (Summer/Fall/Spring)

Snowmobiling (Winter)

Art & cultural exhibits

Spa

Fishing

Special event

Golf (Summer/Fall/Spring)

Visit museum (Donner Memorial)

9% 10%

Beach/water play (Summer/Fall/Spring)

12%

Alpine skiing (Winter)

17%

Snowboarding (Winter)

18%

Fine dining

31%

Hiking/walking

34%

Entertainment

38%

Sightseeing

71%

Shopping

73% -

10% 20% 30% 40% 50% 60% 70% 80%

*Note: Number may not foot due to multiple responses

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Truckee Chamber of Commerce

Visitor Profile Study

Table 11: Activity participation – by season Sightseeing Shopping Fine dining Hiking/walking Beach/water play Entertainment Boating/jet ski/kayaking Snowboarding Skiing Visit museum (Donner Memorial) Art & cultural exhibits Fishing Golf Snowmobiling Road/bike trail cycling Special event Off-road mountain biking Spa Horseback riding Rock climbing

Summer 81% 69% 40% 29% 25% 22% 17% 0% 0% 11% 11% 7% 6% 18% 5% 5% 4% 2% 1% 1%

Fall 84% 62% 36% 52% 4% 11% 3% 0% 0% 6% 4% 7% 17% 0% 6% 6% 3% 2% 2% 1%

Winter 64% 80% 24% 21% 0% 25% 0% 52% 48% 11% 1% 1% 0% 0% 0% 8% 0% 11% 0% 1%

Spring 55% 76% 25% 51% 25% 60% 15% 0% 0% 15% 2% 6% 9% 11% 7% 14% 11% 4% 2% 1%

*Note: Number may not foot due to multiple responses Note: As was previously noted that the winter of the data collection was one that had minimal snowfall and most resorts closed in early April. That plus the fact that the spring season was a low season for data collection are key reasons why there may have been no skiers and snowboard activity indicated during the spring.

Special Event Attendance

Study Insight Potential opportunity may exist as the current events grow in popularity that they become a specific reason to visit.

In an effort to better understand the role of special events in visitor’s decisions and actions in Truckee it’s important to note that while only 1% indicated that special event was a primary reason for visiting, approximately 8% indicated it was an activity they participated in. This suggests that the current offering of events play into visitors’ activities once they are in-destination.

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Visitor Profile Study

2.8 Type of lodging selected for this trip Overall visitors tended to stay primarily with friends and family (25%), hotel/motels (17%), rented vacation homes (16%), timeshare/fractional ownership (15%), and second homes (11%).

Figure 8: Type of lodging selected while on this trip â&#x20AC;&#x201C; overall

Bed & Camping/RV Breakfast Other 3% 6% Condominium 2% Second 5% Home 11%

Timeshare/ Fractional Ownership 15%

Friends & Family 25% Hotel/Motel 17%

Rented Vacation Home 16%

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

Figure 9: Type of lodging selected while on this trip â&#x20AC;&#x201C; by season

Other

14% 4%

Condo

2% 3% 0%

Bed & breakfast

18%

4% 3%

Second home 6% 0%

Camping/RV

17%

12%

4% 3%

9% 11%

Rented vacation home

11%

23% 13% 21%

14%

Timeshare/fractional ownership

17%

13%

23%

Friends & family 15%

Hotel/motel

13% 0%

5% Spring

10% Winter

Fall

26% 28%

19% 20% 16%

15%

20%

25%

30%

Summer

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

2.9 Places visited on this trip In an effort to get a sense of how Truckee fits within the greater region, respondents were asked what other areas they visited while on their trip. As can be seen below, the North Lake Tahoe area is a major point of visitation for Truckee visitors, followed to a lesser degree Northstar and Squaw Valley.

Figure 10: Places visited on this trip

Other

29%

Squaw Valley

33%

Northstar

36%

North Lake Tahoe

89%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

*Note: Number may not foot due to multiple responses Itâ&#x20AC;&#x2122;s important to note the seasonal changes in visitation seen on the following page. While North Lake Tahoe is the most frequently visited across all seasons, there are nuanced differences in visitation to Northstar and Squaw Valley. During the fall there are a greater percentage of visitors to Squaw Valley, in the winter both see strong visitation, and in the spring Northstar attracts a higher percentage of visitors.

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Truckee Chamber of Commerce

Visitor Profile Study

Figure 11: Places visited on this trip â&#x20AC;&#x201C; by season

35% 26%

Other

43% 19%

50% 44%

Northstar

24% 16%

20% 40%

Squaw Valley

47% 20%

87% 86%

North Lake Tahoe

94% 94% 0%

10%

20%

30%

Spring

40% Winter

50% Fall

60%

70%

80%

90%

100%

Summer

*Note: Number may not foot due to multiple responses

Study Insight Note that from a Truckee visitor perspective North Lake Tahoe is considered a must see attraction. Note the high concentration of visitation across all seasons

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Truckee Chamber of Commerce

Visitor Profile Study

2.10 Primary method of travel to the general area Among all respondents, 67% indicated private vehicle as their primary method of travel to the area, and 27% listed air travel. Among air travelers (27%), fully 23% indicated they came via Reno-Tahoe International Airport, followed by San Francisco (3%) and Sacramento (1%).

Study Insight The Reno-Tahoe International Airport is a key access point for Truckee visitation.

Figure 12: Primary method of travel to the general area

Bus (Greyhound, Amtrak)

Train (Amtrak)

Rental car

16%

Air via Truckee Airport

Air via Sacramento

Air via San Francisco

Air via Reno-Tahoe

23%

Air (Net)

27%

Private vehicle

67% -

10%

20%

30%

40%

50%

60%

70%

80%

*Note: Number may not foot due to multiple responses Note: â&#x20AC;&#x153;Air Netâ&#x20AC;? includes total for all air arrivals from the various airports. Also categories may not round to 100% because visitors may have used multiple transit methods.

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Truckee Chamber of Commerce

Visitor Profile Study

Table 12: Primary method of transportation to general area â&#x20AC;&#x201C; by season Summer 64% 16% 1% 2% 0% 11% 5% 4%

Private vehicle Air via Reno-Tahoe Air via San Francisco Air via Sacramento Air via Truckee Rental car RV Train (Amtrak)

Fall 66% 28% 1% 1% 1% 14% 2% 0%

Winter 66% 28% 5% 1% 1% 22% 1% 1%

Spring 75% 21% 4% 1% 0% 14% 1% 2%

*Note: Number may not foot due to multiple responses

Figure 13: Primary method of travel to the area â&#x20AC;&#x201C; by market

Non Calif.

60%

40% 21%

So.Calif. Bay Area

Sacramento

3% 0%

79% 96% 97%

20%

40%

60% Air

80%

100%

120%

Ground

*Note: Number may not foot due to multiple responses

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Truckee Chamber of Commerce

Visitor Profile Study

2.11 Travel Party Daily Expenditures Overall Spending. The survey asked visitors to estimate the amounts their party would spend each day on various aspects of their visit. Overall average party expenditure was $877.80 per day.

Figure 14: Travel party daily expenditures

Lodging 9%

Other 24%

F&B 20%

Entertainment 9%

Recreation 24%

Retail Shopping 11%

Daily Transportation 3%

Table 13: Per party/day expenditure Segment

Amount

Lodging F&B Entertainment Retail shopping Daily transportation Recreation Other Total

$ 77.44 $175.40 $ 75.10 $ 98.04 $ 25.64 $210.02 $216.16 $877.80

9% 20% 9% 11% 3% 24% 24%

$877.80 Per party/per day expenditure 2.62 Average length of stay = $2,299.84 per party trip expenditure

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Visitor Profile Study

Table 14: Travel party daily expenditures â&#x20AC;&#x201C; by season Summer

Fall

Winter

Spring

Lodging

$110.00

$99.44

$88.50

$31.96

Food & beverage (groceries) Entertainment

$117.00

$122.28

$226.68

$198.96

$22.81

$35.12

$112.17

$108.93

Retail shopping

$91.48

$83.09

$102.70

$111.74

Daily transportation

$11.41

$17.29

$37.59

$28.43

Recreation

$63.52

$98.41

$372.77

$178.03

Other

$49.26

$106.11

$268.06

$354.49

Total

$465.48

$561.74

$1,208.47

$1,012.54

Table 15: Trip worth Travel Party Daily Expenditure Hotel/motel $1,000 Rental vacation home $1,895 Camping/RV $ 305 Friends and family $ 797 Summer visitor $ 466 Fall visitor $ 561 Winter visitor $1,208 Spring visitor $1,012 Sac/Stockton $ 662 Bay Area $ 823 So. Cal $1,051 Non-Cal $ 941

Party Per Person Size Daily Expenditure 2.3 $434 4.0 $473 3.0 $101 2.6 $306 2.0 $233 2.2 $255 3.1 $389 3.2 $316 2.6 $254 2.7 $304 2.7 $389 2.5 $376

Length of Stay 2.0 3.9 2.2 2.4 2.2 2.0 3.0 2.5 1.7 2.4 2.5 2.9

Trip Worth $2,000 $7,390 $ 610 $1,912 $1,025 $1,122 $3,624 $2,530 $1,125 $1,975 $2,627 $2,728

*Note Numbers have been rounded. Calculations: Per Person Daily Expenditure = Travel Party Daily Expenditure/Party Size Trip Worth = Travel Party Daily Expenditure x Length of Stay

It should be noted that the trip worth of those staying in a rental home is the highest of any segment. This is due to the larger party size and the longer length of stay. The longer length of stay is significant because it creates spending beyond a weekend stay and includes mid-week visitation.

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Truckee Chamber of Commerce

Visitor Profile Study

Section 3: Destination Experience and Perceptions 3.1 Perception of Truckee as a destination The survey asked repeat respondents if they perceived that Truckee had improved as a place to spend a vacation since their previous visits. Overall, 33% of respondents stated that Truckee had improved, 22% felt that it had remained the same, and 0% stated that it had declined. Approximately 45% of respondents did not know.

Study Insight As Truckee improves its infrastructure, look for a greater percentage of people to see the town as improved, and for the ‘don’t know’ category to decline.

Figure 15: Perception of Truckee as a destination (Repeat Visitors)

Don’t Know 45%

Improved 33%

Remain the same 22%

Summer repeat visitors were most likely to rate the area as having improved (36%), while winter repeat visitors were most likely to not know if the area had improved (50%). One theory as to why winter visitors are less likely to rate the area as improved is due in part because they tend to spend a significant part of their time at a ski resort and have less in-town time, as well as fewer daylight hours to get a sense of the area and draw comparisons from previous visits.

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Visitor Profile Study

Figure 16: Perception of Truckee as a destination â&#x20AC;&#x201C; by season 60% 50% 50% 40%

46%

45% 36%

33%

37% 30%

32% 27%

30%

22% 20% 21%

20% 10% 0% Improved

Remained the Same Summer

Fall

Winter

Don't Know Spring

*Numbers may not foot due to rounding. Winter visitors are most likely to not know if Truckee has improved or remained the same.

Summer visitors are most likely to indicate Truckee has improved.

Figure 17: Perception of Truckee improvement â&#x20AC;&#x201C; by market 0%

20%

Sacramento/Stockton

41%

Bay Area

60%

21%

10%

14% Improved

100% 26%

36%

39%

23%

80%

34%

44%

Southern California

Non-California

40%

52%

64% Stayed the Same

Don't Know

*Numbers may not foot due to rounding.

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Truckee Chamber of Commerce

Visitor Profile Study

3.2 Attribute Ratings Truckee Area on decision to visit Study Insight

Survey respondents were asked the importance of several attributes in their importance on deciding to visit the area. Scenic beauty, the town itself (which refers to the overall feel and look of the town), and the weather were the highest rated attributes.

Note how close the ranking were between scenic beauty and the Town itself, suggesting Truckee could play as important a part in visitorsâ&#x20AC;&#x2122; decision making process to visit the area.

Figure 18: Importance in your decision to visit Truckee Scale 1 = very important, 5 = not at all important

Previous visit

2.8

Recommendation

2.7

Price value

2.5

Distance to your area

2.5

Outdoor recreation

2.3

Weather

1.9

The overall perception of the town itself

1.5

Scenic beauty

1.3 0

0.5

1.5

2.5

Table 16: Importance in your decision to visit Truckee â&#x20AC;&#x201C; by season Scale 1 = very important, 5 = not at all important

Scenic beauty Weather The town itself Outdoor recreation Recommendation Distance to your area Price value Previous visit

Summer

Fall

Winter

Spring

1.6 1.8 1.8 2.2 2.6 2.6 2.7 2.8

1.1 1.5 1.3 1.8 2.5 2.4 2.5 2.8

1.1 2.1 1.2 2.5 2.8 2.4 2.3 2.9

1.2 1.8 1.6 2.6 2.9 2.4 2.3 2.7

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Visitor Profile Study

Table 17: Importance in your decision to visit Truckee â&#x20AC;&#x201C; by market Scale 1 = very important, 5 = not at all important

Scenic beauty Weather The town itself Outdoor recreation Recommendation Distance to your area Price value Previous visit

Sac/Stockton

Bay Area

So. Cal

Non-Cal

1.3 2.0 1.5 2.4 2.8 2.0 2.2 2.3

1.3 1.8 1.5 2.1 2.7 2.1 2.0 2.0

1.5 2.0 1.4 2.2 2.9 2.7 2.5 2.9

1.3 1.8 1.4 2.4 2.7 2.8 2.7 3.4

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Truckee Chamber of Commerce

Visitor Profile Study

3.3 Truckee Attribute Experience Rating

Study Insight Note the top three attributes rated as most important in deciding to visit were Scenic beauty, the downtown and the climate all destination assets as opposed to activities.

The survey asked respondents to rate the importance of several attributes in their decision to visit Truckee. The attributes that garnered the highest ratings included scenic beauty (87%), historic districts/downtown (72%), the weather (67%), friendly helpful people (62%), lack of crowds (60%), areas to stroll (57%), and outdoor activities (56%). Museums and cultural sites (29%) and special events (20%) averaged the lowest ratings.

Figure 19: Attribute ratings Truckee area

20%

Special events

29%

Museums, cultural sites

34%

Restaurant choice

36%

Value, cost of visit Lodging availability

43%

Proximity to public lands

43%

Lodging quality

44% 46%

Restaurant quality

56%

Outdoor activities

57%

Areas to stroll/walk

60%

Lack of crowds

62%

Friendly, helpful people

67%

Climate/weather

72%

Historic districts/downtown

87%

Scenic beauty -

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

*Note: Number may not foot due to multiple responses.

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Truckee Chamber of Commerce

Visitor Profile Study

Table 18: Attribute ratings Truckee area â&#x20AC;&#x201C; by season

Scenic beauty Climate/weather Historic districts/downtown Areas to stroll/walk Outdoor activities Friendly, helpful people Lack of crowds Restaurant quality Museums, cultural sites Proximity to public lands Restaurant choice Lodging availability Value, cost of visit Lodging quality Special events

Summer

Fall

Winter

Spring

77% 49% 48% 47% 45% 42% 31% 28% 25% 24% 24% 20% 19% 19% 17%

82% 78% 71% 68% 59% 60% 70% 45% 16% 60% 34% 29% 17% 30% 18%

94% 67% 89% 65% 64% 79% 75% 63% 37% 52% 44% 59% 56% 60% 21%

94% 88% 76% 46% 52% 63% 68% 43% 31% 35% 28% 61% 46% 64% 27%

Sac/Stockton

Bay Area

So. Cal

Non-Cal

82% 70% 70% 55% 58% 55% 59% 36% 36% 33% 23% 35% 27% 35% 15%

90% 71% 71% 64% 66% 69% 66% 55% 28% 52% 38% 44% 50% 44% 14%

80% 62% 67% 65% 52% 58% 59% 46% 40% 46% 38% 55% 40% 55% 23%

90% 72% 74% 46% 52% 63% 59% 47% 24% 42% 36% 41% 33% 41% 23%

*Note: Number may not foot due to multiple responses. Table 19: Attribute ratings Truckee area â&#x20AC;&#x201C; by market

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Truckee Chamber of Commerce

Visitor Profile Study

3.4 Perception agreement statements The survey asked respondents to rate their agreement with several statements that describe Truckee. Ratings were based on a scale of 1 (agree completely) to 5 (disagree). In general, respondents agreed with all statements. The following is the percent that agree completely with each statement.

Figure 20: Perception agreement statements

Provides a good value for the price paid

46%

Has a combination of activities I like

52%

Is different than Lake Tahoe

55%

Provides a unique vacation experience

56%

Is a good year-round vacation destination

56%

Has a downtown I like

81%

Is a casual, laidback place

86%

Is scenically beautiful with awe inspiring nature

90% -

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

*Note: Number may not foot due to multiple responses. As can be seen below visitors had a significant level of agreement on three core issues, the natural environment, the laidback feel and the downtown area. These are key elements that can be used to help build a competitive advantage for Truckee when competing for visitors.

Scenically Beautiful Casual, laidback

Truckeeâ&#x20AC;&#x2122;s competitive advantage within the region.

Downtown

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Truckee Chamber of Commerce

Visitor Profile Study

Table 20: Perception agreement statements â&#x20AC;&#x201C; by season

Is scenically beautiful with awe inspiring nature Is a casual, laidback place Has a downtown I like Provides a unique vacation experience Is a good year-round vacation destination Is different than Lake Tahoe Has a combination of activities I like Provides a good value for the price paid

Summer

Fall

Winter

Spring

76%

95%

96%

92%

70% 65% 45% 44% 44% 41% 37%

87% 82% 68% 61% 52% 54% 28%

92% 95% 62% 66% 60% 61% 58%

92% 76% 48% 49% 65% 49% 55%

Sac/Stockton

Bay Area

So. Cal

Non-Cal

93%

91%

81%

90%

88% 85% 50% 56% 61% 53% 41%

89% 85% 65% 69% 64% 67% 52%

79% 70% 58% 57% 54% 48% 47%

88% 81% 55% 51% 52% 47% 47%

*Note: Number may not foot due to multiple responses. Table 21: Perception agreement statements â&#x20AC;&#x201C; by market

*Note: Number may not foot due to multiple responses.

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Truckee Chamber of Commerce

Visitor Profile Study

3.5 Likelihood you will return to Truckee in the next 12 months The survey asked visitors to rate how likely they were to visit Truckee again in the next 12 months. Ratings were based on a scale between (definitely not) to (definitely). Most respondents (52%) stated that they were definitely/probably likely to return to Truckee in the next 12 months; 31% would definitely return and 21% would probably return.

Study Insight Summer and spring visitors were most likely to indicate they would return.

Figure 21: Likelihood you will return to Truckee in the next 12 months

Definitely Not 14% Definitely 31%

Unlikely 15% Maybe 19%

Probably 21%

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Truckee Chamber of Commerce

Visitor Profile Study

Figure 22: Likelihood you will return to Truckee in the next 12 months â&#x20AC;&#x201C; by season

Winter and fall visitors were most likely to not return.

9% 17% 16%

Definitely Not 12%

16% 20%

Unlikely

14% 9%

23% 17%

Maybe

22% 17%

18% 20% 18%

Probably

25%

34% 27% 29%

Definitely

37% 0%

10%

15%

20%

Spring

Winter

Fall

25%

30%

35%

40%

Summer

*Note: Number may not foot due to rounding. Summer and spring visitors were most likely to return.

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Visitor Profile Study

Figure 23: Likelihood you will return to Truckee in the next 12 months â&#x20AC;&#x201C; by market 0% Sacramento/Stockton

20% 33%

Bay Area

60%

18%

14%

22%

17%

12%

Definitely

100%

33%

31%

39%

24%

80%

33%

42%

Southern California

Non-California

40%

26%

49%

Probably

Maybe

Unikely/Not

*Note: Number may not foot due to multiple responses. Figure 23 illustrate the intent to return within twelve months. As can be seen above, those that originate in markets that are in close proximity to Truckee are much more likely to return within twelve months than those from markets that are further away. This is to be expected, as those that come from further away often place a destination in a rotation and may return ever few years, while those that are closer geographically are much more likely to return because of proximity and ease of getting to the destination.

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Truckee Chamber of Commerce

Visitor Profile Study

3.6 Season most likely to return to Truckee As might be expected, winter and summer are Truckeeâ&#x20AC;&#x2122;s most referenced seasons when survey respondents indicated they would return.

Figure 24: Season most likely to return to Truckee

Fall 10% Winter 44% Summer 35%

Spring 11%

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Truckee Chamber of Commerce

Visitor Profile Study

In terms of seasonal crossover and looking at other seasons beyond the one in which they came to Truckee, winter visitors indicated they were most likely to return in the spring (49%), and summer visitors were most likely to return in the winter.

Figure 25: Season most likely to return to Truckee â&#x20AC;&#x201C; by season 70% 59%

60%

49%

50% 40% 30%

47%

35%

33%

29%

27%

26% 21%

18%

20% 12%

11%

10%

13%

11%

0% Winter

Spring Summer

Summer Fall

Winter

Fall

Spring

*Note: Number may not foot due to rounding. Figure 26: Season most likely to return to Truckee â&#x20AC;&#x201C; by market 60% 51%

48%

50% 40%

41%

38%

37%

36%

33%

32%

41%

30% 20% 10%

16% 8%

13% 8%

11%

12%

0% Sac/Stockton

Bay Area Summer

So. Cal Fall

Winter

Non-Cal

Spring

*Note: Number may not foot due to rounding

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Truckee Chamber of Commerce

Visitor Profile Study

3.7 Trip satisfaction (price you paid for what you received) Overall trip satisfaction was high with 79% of respondents indicated they were very satisfied, while 20% indicated they were somewhat satisfied.

Figure 27: Trip satisfaction (price you paid for what you received) Somewhat satisfied 20%

Somewhat dissatisfied 1%

Very satisfied 79%

Figure 28: Trip satisfaction (price you paid for what you received) â&#x20AC;&#x201C; by season 100% 85% 84% 86%

90% 80%

74%

70% 60% 50% 40%

32%

30% 14% 15% 13%

20% 10%

0% Very Satisfied

Somewhat Satisfied Summer

Fall

Winter

Somewhat dissatisfied Spring

*Note: Number may not foot due to rounding

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Truckee Chamber of Commerce

Visitor Profile Study

3.8 Perception of Truckee as a part of North Lake Tahoe or different from North Lake Tahoe In an effort to better understand Truckee’s position within the greater Truckee-Tahoe region, survey respondents were asked if they thought of Truckee as part of North Lake Tahoe or different from North Lake Tahoe. Seventy-two percent indicated that Truckee was indeed different from North Lake Tahoe.

Figure 29: Perception of Truckee

Part of North Lake Tahoe 28%

Diffferent from North Lake Tahoe 72%

Table 22: Perception of Truckee – by season Summer

Fall

Winter

Spring

61% 39%

68% 32%

73% 17%

73% 27%

Sac/Stockton

Bay Area

So. Cal

Non-Cal

74% 26%

73% 27%

70% 30%

74% 26%

Different from North Lake Tahoe Part of the North Lake Tahoe area

Table 23: Perception of Truckee – by market

Different from North Lake Tahoe Part of the North Lake Tahoe area

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Truckee Chamber of Commerce

Visitor Profile Study

3.9 Net Promoter Score The survey asked respondents to indicate how likely they would be to recommend Truckee to a friend or family member. This metric, called a net promoter score1, indicates the respondentâ&#x20AC;&#x2122;s intent to return to a specific destination. Overall, respondents averaged a net promoter score of 54%, which indicates a good level of loyalty to Truckee. For an explanation of the calculation of the Net promoter score see Appendix 2. The highest levels were found in the fall and winter season visitors.

Figure 30: Net promoter score â&#x20AC;&#x201C; by season | scale (-100-+100) 70% 61% 60%

61%

54%

52%

50% 40% 29%

30% 20% 10% 0% Overall

Summer

Fall

Winter

Spring

It should be noted that the summer net promoter score seems low as compared to other seasons. Net promoter score is due in part to how visitors experience their time. The high season of summer is typically when crowding, traffic and pricing are at their highest. It would be smart to track the net promoter score during future visitor studies to see how the summer score changes.

Study Insight Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 - unhappy customers. Scores of 7 and 8 are ignored. Net promoter score is calculated by subtracting the percentage of customers who are detractors from the percentage of customers who are promoters. 1

Wikipedia, http://en.wikipedia.org/wiki/Net_Promoter 48 | P a g e

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Visitor Profile Study

Figure 31: Net promoter score â&#x20AC;&#x201C; by market | scale (-100-+100) 70% 60%

59%

62%

54%

50% 38%

40% 30% 20% 10% 0% Overall

Sac/Stockton

Bay Area

So. Cal

Non-Cal

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Truckee Chamber of Commerce

Visitor Profile Study

Section 4: Awareness, Media 4.1 Have you seen or heard of Truckee in any of the following Overall, the most frequently mentioned place where survey respondents had seen or heard of Truckee was the internet/online (40%), which would make sense give how consumers shop for destinations. This was followed by magazine (24%) and brochure/travel planner (19%). See Figure 32 on the following page.

• Seen or heard of Truckee

Awareness

Influence • Influenced to visit

Study Insight This model intends to represent the consumer process going through awareness to specific website use. The key for the chamber is to be as effective as possible in creating awareness and influencing consumers to choose Truckee. Consumers will at that point purchase in one of a number of ways. The challenge is to increase both the number of users who use Truckee.com and the percent that are influenced to visit the area.

• Used the internet to plan or purchase

Truckee.com use • Used Truckee.com to plan or purchase

Internet use

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Visitor Profile Study

Figure 32: Seen or heard of Truckee in any of the following

Other

41%

Direct mail

Radio

Newspaper

Social media

19%

Brochure/travel planner

19%

Magazine

24%

Internet/online

40% -

10%

15%

20%

25%

30%

35%

40%

45%

*Note: Number may not foot due to multiple responses

Study Insight Given the high percentage of visitors that indicated they had seen or heard of Truckee on the internet, the importance of the Truckee website as a key opportunity to influence visitors to choose to visit should not be lost.

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Truckee Chamber of Commerce

Visitor Profile Study

Figure 33: Seen or heard of Truckee in any of the following â&#x20AC;&#x201C; by season

50%

42%

Other

57%

26% 1% 1% 1% 2%

Direct Mail

11%

1% 1%

Radio

6% 8%

1% 1%

7% 46%

16% 16% 13%

Social media

Newspaper

Brochure/travel planner

5% 8%

40%

19%

16%

18% 7% 7%

19%

Internet/online

55% 53%

33% 20% 27%

18%

Magazine

27% 27% 0%

10% Spring

20% Winter

30% Fall

40%

50%

60%

Summer

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Figure 34: Seen or heard of Truckee in any of the following â&#x20AC;&#x201C; by market

Direct Mail

42%

27%

Other

39%

55%

1% 2% 2% 0% 4% 5% 3% 3%

Radio

4% Email 1%

15% Social media

26% 26% 23%

6% 8% 8% 7%

Newspaper

14%

Brochure/travel planner

13%

5% 7%

21% 23%

11% 13%

40% 42% 41% 37%

Internet/online

21% Magazine

25% 24% 0% Non Calif.

10%

20% So. Calif.

30% Bay Area

31%

40%

50%

60%

Sac/Stockton

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4.2 Did advertising/information influence decision to visit Truckee? Forth-nine percent of those surveyed indicated that what they had seen or heard did have some level of influence on their decision to visit Truckee.

Figure 35: Advertising/information influence decision to visit Truckee?

Yes 49%

No 51%

Table 24: Advertising/information influence decision to visit Truckee â&#x20AC;&#x201C; by season

Yes No

Summer

Fall

Winter

Spring

32% 68%

31% 68%

66% 34%

61% 39%

Table 25: Advertising/information influence decision to visit Truckee â&#x20AC;&#x201C; by market

Yes No

Sac/Stockton

Bay Area

52% 48%

33% 67%

So. Cal 58% 42%

Non-Cal 52% 48%

Study Insight

Tourism stakeholders should work to make advertising/messaging as influential as possible. This could be done by pretesting message elements on existing data bases. 54 | P a g e

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Visitor Profile Study

4.3 Use of internet to plan or purchase any part of this trip Overall, 38% of respondents used the Internet to plan or purchase some part of their trip. Seasonally winter visitors were most likely to use the internet (43%), while fall visitors were least likely (28%).

Figure 36: Use of internet to plan or purchase any part of this trip

Yes 38%

No 62%

Table 26: Use of internet to plan or purchase any part of this trip â&#x20AC;&#x201C; by season

Yes No

Summer

Fall

Winter

Spring

37% 63%

28% 68%

43% 57%

39% 61%

Table 27: Use of internet to plan or purchase any part of this trip â&#x20AC;&#x201C; by market

Yes No

Sac/Stockton

Bay Area

18% 82%

21% 79%

So. Cal 40% 60%

Non-Cal 52% 48%

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Visitor Profile Study

4.4 Use of Truckee.com to plan or purchase any part of trip Overall, 17% of respondents used Truckee.com to plan or purchase some part of their trip. Seasonally winter and spring visitors were most likely to use Truckee.com to plan or purchase any part of their trip.

Figure 37: Use of Truckee.com to plan or purchase any part of trip

Yes 17%

No 83%

Table 28: Use of Truckee.com to plan or purchase any part of trip – by season

Yes No

Summer

Fall

Winter

10% 90%

13% 87%

23% 77%

Spring 29% 71%

*It should be noted that it is not possible to actually purchase any part of a trip on Truckee.com.

Table 29: Use of Truckee.com to plan or purchase any part of trip – by market

Yes No

Sac/Stockton

Bay Area

So. Cal

Non-Cal

17% 90%

8% 91%

20% 80%

19% 81%

It is interesting to note that both Northern California markets (Sac/Stockton and the Bay Area) have lower rates of using Truckee.com. This may be due to their higher familiarization of the destination. As such, they are less likely to use Truckee’s website, and more likely to use a website that can facilitate booking lodging. 56 | P a g e

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Figure 38: Use of internet and use of Truckee.com

90%

83%

80% 70%

62%

60% 50% 40%

38%

30% 17%

20% 10% 0% Used The Internet

Visited Truckee.Com Yes

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Section 5: Visitor Volume & Travel Spending 5.1 Visitor Volume and Travel Spending In an effort to understand the size and scope of the overnight market, the table below estimates annual visitor travel spending at $273 million. Overnight visitors account for approximately $214 million.

Table 30: Visitor volume and travel spending Number of People Hotel Fracti onal Condo/Rental home Second Home Campi ng/RV Friends and Famil ies Day Vi sitors Other

106,636 45,618 62,308 31,154 19,994 43,987 306,579 25,590

Total

641,866

Per person/ Day Spending

Length of Stay

$250 $393 $120 $437 $42 $265 $193 $241

2 2.6 3.9 3 2.3 2.4 1 2.3

Travel Spending $53,318,000 $46,612,472 $29,160,144 $40,842,894 $1,931,420 $27,975,732 $59,169,747 $14,184,537 $273,194,947

Calculations are as follows: 1. Number of people is calculated by taking the number of occupancy units x occupancy rate x the people per unit/length of stay. 2. Travel spending is calculated by taking # of people X per person spending/day x length of stay.

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Appendix

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Appendix 1 - Survey Truckee Visitor Survey Fall 2013 1. What is your zip code? _____________________(6-11) 2. Are You: (12-1)_____ Local Resident (Terminate) ( 2)_____ Day Visitor (Go to Q 6) ( 3)_____ Overnight CA (Go to Q3) ( 4)_____ Overnight Visitor from Outside CA/NV (Go to Q3) --------------Overnight Visitors--------------3. How many nights will you be in the Town limits of Truckee on this trip? # Nights______________(13-14) 4. How did you book your trip? (15-1)______Direct to property via phone ( 2)______Direct to property via internet ( 3)______Other Internet ( 4)______Don't know booked by someone else ( 5)______Travel Agent ( 6)______Direct to Property Owner ( 7)______Rental Agency (VRBO etc.) ( 8)______ Other_____________________ (Specify) 5. What type of lodging did you stay in while on this trip to Truckee? (16-1)_______Hotel/Motel ( 2)______ Timeshare/Fractional Ownership ( 3)______ Condominium ( 4)______ Rented Vacation Home ( 5)______ Second Home ( 6)______ Bed & Breakfast ( 7)______ Camping/RV ( 8)______ Friends & Family ( 9)______ Other

Visitor Profile Study

(17-1) ______Yes (Go to Q8) (2)______No 7. Since you have been coming to Truckee do you feel the place has: (18-1) _____ Improved as a place to spend a vacation ( 2) _____ Remained the same ( 3) _____ Declined ( 4) _____ Don't know 8. How many times have you been to Truckee in the…. · ·

Past 2 Years _____ Trip(s) (19-20) Past 12 Months _____ Trip(s) (21-22)

9. How many people are in your immediate party? (23-1)______ Adults (18 & Over) ( 2)______ Children (Under 18) ( 3)______ Total 10. On a scale of 1-5 with 5=Not Important & 1=Very Important, how would you rate each of the following in your decision to visit Truckee on this trip?

24 25 26 27 28 29 30 31

Outdoor Recreation Weather Previous Visit Recommendation Distance to area Price/Value Scenic Beauty The Town Itself

Very Impt. 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2

3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4

Not Impt. 5 5 5 5 5 5 5 5

11. What is the likelihood you will return to Truckee within the next 12 months? (32-1)_____Definitely ( 2)_____Probably ( 3)_____Maybe ( 4)_____Unlikely ( 5)_____Definitely Not

--------------All Visitors-----------------6. Is this your first trip to Truckee?

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12. What season are you most likely to return to Truckee? (33-1)______ Winter ( 2)______ Spring ( 3)______ Summer ( 4)______ Fall

13. What was the primary reason for this trip? (Choose 1 Only) (34-1) _____ Pleasure/vacation ( 2) _____ Visit friend/relative ( 3) _____ Incentive Group ( 4) _____ Business ( 5) _____ Special event ( 6) _____ Wedding ( 7) _____ Honeymoon ( 8) _____ Other 14. Which of the following activities did/will you participate in while on this trip? (35-1) _____ Sightseeing ( 2) _____ Fine dining ( 3) _____ Shopping ( 4) _____ Entertainment ( 5) _____ Off road mountain biking ( 6) _____ Road/bike trail cycling ( 7) _____ Beach/water play ( 8) _____ Boating/Jet ski/kayaking ( 9) _____ Visit Museum (Truckee Donner) ( x) _____ Golf ( 0) _____ Special event (36-1) _____ Hiking/Walking ( 2) _____ Horseback riding ( 3) _____ Fishing ( 4) _____ Art & Cultural exhibits ( 5) _____ Rock Climbing ( 6) _____ Spa ( 7) _____Other 15. Thinking about this trip to the Truckee Area, on a scale of 1 to 5 with 1=excellent and 5=poor please rate your experience with the following. Excellent

Poor

Visitor Profile Study

37 38 39 40 41 42 43 44 45 46 47 48 49 50 51

Value, cost of visit Friendly, helpful people Areas to stroll /walk Outdoor activities Lack of crowds Climate weather Lodging availability Lodging quality Restaurant choice Restaurant quality Proximity to public lands Historic districts/downtown Museums, cultural sites Special events Scenic beauty

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

16. What was the primary method of travel to the general area? (52-1) _____ Air via Reno/Tahoe ( 2)______Air via Sacramento ( 3)______Air via San Francisco ( 4)______Air via Truckee Airport ( 4) _____ Private vehicle ( 5) _____ Rental car ( 6) _____ RV ( 7) _____ Chartered Bus ( 9) _____ Train (Amtrak) ( x) _____ Bus (Greyhound, Amtrak) 17. Overall, how satisfied are you with your visit to Truckee for the price you paid? (53-1) _____ Very Satisfied ( 2) _____ Somewhat satisfied ( 2) _____ Somewhat dissatisfied ( 2) _____ Very dissatisfied 18. Please rate how each statement describes Truckee.(1= agree completely, 5= disagree) (54-1)_____ Is scenically beautiful with awe inspiring nature ( 2)_____Is different than Lake Tahoe ( 3)_____ Has a combination of activities I like ( 4)_____Is a casual, laidback place ( 5)_____ Provides a unique vacation experience ( 6)_____Is a good year-round vacation destination ( 7)_____ Has a downtown I like ( 8)_____Provide a good value for the price paid

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19. Do you consider Truckee to be different or part of the North Lake Tahoe area?

25. Did you specifically go to www.Truckee.com to plan or purchase any part of your trip? (61-1)______Yes ( 2)______No

(55-1)_____Different from North Lake Tahoe Area ( 2)_____Part of the North Lake Tahoe area

26. How influential was the website in your decision to visit Truckee? 20. Which of the following will you visit on this trip? (62-1)_____Very influential ( 2)_____Somewhat influential ( 3)_____Not very influential ( 4)_____Not at all influential

(56-1)______North Lake Tahoe ( 2)______Northstar ( 3)______Squaw Valley ( 4)______Other 21. On a scale of 1 to 10 with 1=not at all likely and 10=extremely likely how likely is it that you would recommend Truckee to a friend, family member, or colleague?â&#x20AC;? Not at all Likely (57)

(63-67) (68-71)

Extremely Likely 2

22. Have you seen or heard of Truckee in any of the following: (58-1)______ Magazine ( 2)______ Newspaper ( 3)______ Internet/online ( 4)______ Social media Facebook, Instagram etc.) ( 5)______Twitter ( 6)______ Email ( 7)______ Direct Mail ( 8)______ TV ( 9)______ Brochure/Travel Planner ( x)______ Radio ( o)______ Other:___________________________ 23. Did the advertising/information influence your decision to visit Truckee? (59-1)_____Yes ( 2)_____No 24. Did you use the internet to plan or purchase any part of this trip? (60-1)______ Yes ( 2)______ No

27. Thinking about a typical day during your visit how much do you and your travel party spend each day of the following items?

(72-75) (76-79) (80-83) (84-87) (88-91) (92-95)

Lodging Food & Beverage (Groceries) Entertainment Retail Shopping Daily Transportation Recreation Other Total

$ $ $ $ $ $ $ $

Interviewer Complete Q30. 28. Gender (96-1) _____ Male ( 2) _____ Female ___________________________________________ INTERVIEWEE COMPLETE 29. What is your marital status? (97-1) _____ Single ( 2) _____ Married ( 3) _____ Widowed ( 4) _____ Living Together 30. Do you have children? (98-1) _____ No children ( 2) _____ Yes, Children at Home

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(

3) _____ Yes, Empty Nester

31. How old are you? ( 99-1) _____ Under 25 ( 2) _____ 25-30 ( 3) _____ 31-40 ( 4) _____ 41-50 ( 5) _____ 51-60 ( 6) _____ 60 + 32. Which category best describes your annual household income?

Visitor Profile Study

(

8) _____ No Answer

The End ____________________________________________ Thank You for Participating!! For a chance to win a free 3 day 2 night (holiday and weekends excluded) trip to Truckee please complete the following. Your information will remain confidential and you will not be contacted except if you win. Name: ____________________________________ Address: __________________________________

(100-1) _____ 0-$29,999 ( 2) _____ $30-$39,999 ( 3) _____ $40-$49,999 ( 4) _____ $50-$59,999 ( 5) _____ $60-$69,999 ( 6) _____ $70,000-$99,999 ( 7) _____ $100,000-$149,999 ( 8) _____$150,000-$199,999 ( 9) _____$200,000-$249,999 ( x) _____$250,000-$349,999 ( y) _____$350,000-$499,999 ( o) _____$500,000+

City: _____________________________________ State: ________________Zip:__________________ Phone: (________)__________________________

-------------------Interviewer Complete----------------Location: (83)______________________________________

33. What is the highest level of education you have completed?

Time:

(101-1)______Some High School ( 2)______Graduated High School ( 3)______Some College ( 4)______Graduated College ( 5)______Graduate School

(103-1) _____ Day Shift (2PM-4PM) ( 2)_____ Swing Shift (4PM-12AM) ( 3) _____ Grave Yard (12 AM-8AM)

34. Ethnicity: (102-1) _____ White ( 2) _____ African American ( 3) _____ Asian or Asian American ( 4) _____ Hispanic/Latino ( 5) _____ Native American ( 6) _____ Other ( 7) _____ Not Sure/Don't Know

Days: (104-1)_____ Monday ( 2)_____ Tuesday ( 3)_____ Wednesday ( 4) _____ Thursday ( 5) _____ Friday ( 6) _____ Saturday ( 7) _____ Sunday

Location:

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Appendix 2 - Net Promoter Score Calculation Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 - unhappy customers. Scores of 7 and 8 are ignored. Net Promoter Score is calculated by subtracting the percentage of customers who are detractors from the percentage of customers who are promoters. For example if 80% of those people surveyed answered 9 or 10 and 30% of those surveyed had responded by marking between 1 and 6, the Net Promoter Score would be calculated as follows. 80%-30% = 50% Net Promoter Score

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