2015 HHI St. Patrick's Day Parade
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1 2015 HHI St. Patrick's Day Parade Lowcountry and Resort Islands Tourism Institute at USCB Kelli Brunson Catherine Moorman Dr. John Salazar Powered by USCB 2015
2 223 Total Responses Complete Responses: 221 USCB
3 Demographics USCB
4 Zip Code Analysis This chart contains the top fifteen target markets for the 2015 Hilton Head Island St. Patrick s Day Parade. This analysis does not include Hilton Head Island or Savannah, GA zip codes. USCB
5 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area % Share % Share - % Arbitron % Share - % Nielsen % Share - % Scarbarough 1 Louisville-Jefferson County, KY-IN MSA 4 10% 9% 9% 9% 2 Pittsburgh, PA MSA 4 10% 9% 9% 9% 3 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 7 17% 9% 10% 12% 4 Charleston-North Charleston, SC MSA 3 7% 7% 7% 7% 5 Norwich-New London, CT MSA 2 5% 5% 5% 5% 6 Portland-South Portland-Biddeford, ME MSA 2 5% 5% 5% 3% 7 Columbia, SC MSA 2 5% 5% 5% 5% 8 Gainesville, GA MSA 2 5% 5% 5% 5% 9 Knoxville, TN MSA 2 5% 5% 4% 4% 10 Spartanburg, SC MSA 2 5% 4% 4% 4% 11 Rochester, NY MSA 2 5% 4% 5% 4% 12 Richmond, VA MSA 2 5% 4% 4% 4% 13 Phoenix-Mesa-Scottsdale, AZ MSA 2 5% 3% 3% 3% 14 Chicago-Naperville-Joliet, IL-IN-WI MSA 3 7% 3% 4% 3% 15 Detroit-Warren-Livonia, MI MSA 2 5% 3% 3% 2% Total % 100% 100% 100% USCB
6 Breakdown of Markets The strong markets for the 2015 Hilton Head Island St. Patrick s Day Parade include Louisville, KY, Pittsburgh, PA, New York, NY, Charleston, SC, and Norwich, GT. The middle markets include Portland, ME, Columbia, SC, Gainesville, GA, Knoxville, TN, and Spartanburg, SC. The weaker markets for this parade include Rochester, NY, Richmond, VA, Phoenix, AZ, Chicago, IL, and Detroit, MI. USCB
7 All Zip Codes Collected Powered by USCB 2015
8 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 1 Hilton Head Island-Beaufort, SC MSA Savannah, GA MSA 7 3 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 7 4 Louisville-Jefferson County, KY-IN MSA 4 5 Pittsburgh, PA MSA 4 6 Charleston-North Charleston, SC MSA 3 7 Chicago-Naperville-Joliet, IL-IN-WI MSA 3 8 Phoenix-Mesa-Scottsdale, AZ MSA 2 9 Gainesville, GA MSA 2 10 Columbia, SC MSA 2 11 Knoxville, TN MSA 2 12 Detroit-Warren-Livonia, MI MSA 2 13 Spartanburg, SC MSA 2 14 Richmond, VA MSA 2 Powered by USCB 2015
9 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 15 Rochester, NY MSA 2 16 Norwich-New London, CT MSA 2 17 Portland-South Portland-Biddeford, ME MSA 2 18 Charlotte-Gastonia-Concord, NC-SC MSA 1 19 Augusta-Richmond County, GA-SC MSA 1 20 St. Louis, MO-IL MSA 1 21 Galesburg, IL MSA 1 22 Houston-Sugar Land-Baytown, TX MSA 1 23 Valdosta, GA MSA 1 24 Miami-Fort Lauderdale-Miami Beach, FL MSA 1 25 Warner Robins, GA MSA 1 26 Evansville, IN-KY MSA 1 27 Tullahoma, TN MSA 1 28 Nashville-Davidson--Murfreesboro, TN MSA 1 29 Bloomington, IN MSA 1 Powered by USCB 2015
10 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 30 Cincinnati-Middletown, OH-KY-IN MSA 1 31 Manitowoc, WI MSA 1 32 South Bend-Mishawaka, IN-MI MSA 1 33 Allegan, MI MSA 1 34 Jackson, MI MSA 1 35 Kingsport-Bristol-Bristol, TN-VA MSA 1 36 Atlanta-Sandy Springs-Marietta, GA MSA 1 37 Roanoke, VA MSA 1 38 Dayton, OH MSA 1 39 Sidney, OH MSA 1 40 Columbus, OH MSA 1 41 Monroe, MI MSA 1 42 Cleveland-Elyria-Mentor, OH MSA 1 43 Flint, MI MSA 1 44 Youngstown-Warren-Boardman, OH-PA MSA 1 Powered by USCB 2015
11 Rank Order Metropolitan Area Sum of F2 by Metropolitan Area 45 Shelby, NC MSA 1 46 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 1 47 Allentown-Bethlehem-Easton, PA-NJ MSA 1 48 Torrington, CT MSA 1 49 Hartford-West Hartford-East Hartford, CT MSA 1 50 Lebanon, NH-VT MSA 1 51 Boston-Cambridge-Quincy, MA-NH MSA 1 52 Traverse City, MI MSA 1 Total 209 Powered by USCB 2015
12 Please indicate your gender below. Answered: 216 Skipped: 7 USCB
13 Which of the following ranges includes your annual household income? Answered: 214 Skipped: 9 USCB
14 Visitor Characteristics USCB
15 Where is your primary residence? Answered: 220 Skipped: 3 USCB
16 How many days do you intend to stay on Hilton Head Island? Days Frequency Total 81 USCB 2015 From this survey, the average visitor is staying eight days on Hilton Head Island. 16
17 What type of accommodations will you be using while visiting Hilton Head Island? Answered: 86 Skipped: 137 Answer Choice Response Percent Response Count Villa/condo-rental 42% 36 Villa/condo-timeshare 16% 14 Home/villa/condo-owned 13% 11 Full service hotel 9% 8 With friends/relatives 9% 8 Other 6% 5 Home-rental 3% 3 Select service hotel/motel 1% 1 USCB
18 How influential was the 2015 Hilton Head Island St. Patrick's Day when initially planning your trip to Hilton Head Island? Answered: 88 Skipped: 135 USCB
19 What was the primary reason for this visit to Hilton Head Island? Answered: 87 Skipped: 136 Answer Choice Response Percent Response Count Pleasure vacation 52% 45 Visit friends or relatives 15% 13 St. Patrick s Day Parade 15% 13 Other 9% 8 Outdoor recreation 5% 4 Just passing through 2% 2 HHI Wine & Food Fest 1% 1 Other business 1% 1 USCB
20 How many people are you financially responsible for during this trip? Days Frequency Total 81 The average party size for these survey respondents is two visitors. USCB
21 Approximately, how much will you spend on lodging? Amount Spent Frequency Total 43 USCB 2015 The average visitor spends $ on lodging. 21
22 Approximately, how much will you spend on food dining out? Amount Frequency Total 62 USCB 2015 The average visitor will spend $ on food dining out. 22
23 Approximately, how much will you spend on recreation? Amount Frequency Total 48 The average visitor will spend $ on recreation. USCB
24 Approximately, how much will you spend on retail purchases? Amount Frequency Total 49 The average visitor will spend $ on retail purchases. USCB
25 How did you first learn of the Hilton Head Island St. Patrick's Day Parade? Answered: 216 Skipped: 7 Answer Choice Response Percent Response Count Word of Mouth 43% 93 Other 32% 69 Newspaper 17% 37 Television 13% 27 Internet 9% 19 Radio 4% 9 Magazine 3% 7 Visitor bureau 3% 6 Parade website 2% 4 Online social network 2% 4 1% 3 Other website 0% 1 USCB
26 For More Information Contact Dr. John Salazar LinkedIn: Lowcountry and Resort Islands Tourism Institute at USCB USCB
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