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Maine Office of Tourism Visitor Tracking Research 2017 Calendar Year Annual Report Regional Insights: Kennebec Valley
Prepared by
May 2018
2017 Regional Report Kennebec Valley
Table of Contents
Research Objectives and Methodology
3
Overnight Visitors: Traveler Description Trip Experience
7 12
Day Visitors: Traveler Description
26
Trip Experience
31
Comparison of Kennebec Valley Visitors to All Maine Visitors
42
2
2017 Regional Report Kennebec Valley
Research Objectives and Methodology
3
2017 Regional Report Kennebec Valley
Research Objectives and Methodology
Three distinct online surveys are used to accomplish the five primary goals of Maine’s visitor tracking research. Survey Instruments Research Objectives
National Travel Survey
Overnight Visitor
Day Visitor
a
a
Provide a profile of Maine visitors
a
a
Estimate the amount of spending generated by tourism in Maine
a
a
Determine the Maine traveler’s level of satisfaction and view of Maine
a
a
Identify Maine’s share of the U.S. travel market
a
Estimate the number of visitors who come to Maine
a
Description of Survey Instruments Overnight Visitor Survey National Travel Survey • •
Nationally representative sample of the U.S. population Surveyed bi-weekly
• •
•
Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada Have taken an overnight trip to Maine in the last four weeks Surveyed monthly
Day Visitor Survey • • •
Sampled from Maine and a 100mile radius of Maine’s borders Have taken a day trip greater than 50 miles from home in the last four weeks Surveyed monthly 4
2017 Regional Report Kennebec Valley
Research Objectives and Methodology •
Survey results were collected during calendar year 2017, for travel to Maine occurring between December 2016 and November 2017. The number of respondents participating in each survey statewide is:
Research Component
2017 Completed Surveys
Overnight Visitor Survey
2,922
Day Visitor Survey
1,782
National Travel Survey
22,070
5
Research Objectives and Methodology •
The following report provides a profile of visitors and their trips to the Kennebec Valley tourism region during 2017, including: – 183 overnight visitors, and – 121 day visitors.
•
Throughout this report, data for the Kennebec Valley tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 95% confidence level and are noted throughout by < >. (A statistically significant difference means the observed difference is more than would be expected by chance 95 out of 100 times.)
•
Statistically significant differences between 2016 and 2017 are also highlighted for both the Kennebec Valley region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.
2017 Regional Report Kennebec Valley
6
2017 Regional Report Kennebec Valley
Overnight Visitors: Traveler Description
7
2017 Regional Report Kennebec Valley
Overnight Visitor Demographics •
Overnight visitors to the Kennebec Valley region are about 39 years old, on average, and have annual household incomes around $87,000. Three-fifths have at least a college degree, and another three-fifths are employed full-time. Half are married.
Overnight Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income Female College Degree or Higher Married Employed Full-Time
Maine 2017 (n=2922)
Kennebec Valley 2017 (n=183)
39% 23% 16% 22% 40.7
45% 24% 12% 19% 39.2
23% 43% 34% $92,700 70% 65% 50% 62%
<32%> 35% 33% $87,100 64% 61% 51% 59%
<> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
8
2017 Regional Report Kennebec Valley
Most overnight visitors to the Kennebec Valley region originate from New England. •
One-fourth of Kennebec Valley’s overnight visitors – the largest share – are in-state visitors, a significantly greater proportion than for the State as a whole. The Kennebec Valley region attracts a lower proportion of visitors from Massachusetts than does the State overall. State/Province of Residence (% of Travelers Coming from State)
Location of Residence* Maine 2017 (n=2922)
Maine
14%
16% 8% 8%
88%
United States (NET)
Kennebec Valley
<24%> <26%>
Kennebec Valley 2017 (n=183)
7% 8% 2% 2%
88% ME
60%
New England (NET)
59%
MA
Maine
28%
CT
RI
Kennebec Valley
14% 15% 6% 5%
Mid-Atlantic (NET)
NH
NY
PA
6% 4%
2% 4%
NJ
MD
<1% <1% D.C.
29% Maine
Canada (NET)
12%
Kennebec Valley
8% 9%
12% ON
2% 2%
1% 1%
1% <1%
<1% <1%
QB
NB
NS
PEI
*Regions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine’s core advertising markets. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
9
2017 Regional Report Kennebec Valley
Three in four overnight visitors to the Kennebec Valley have previously visited Maine.
Repeat vs. First-Time Visitors
80%
76% Repeat Visitor First-Time Visitor
20%
24%
Maine 2017 (n=2922)
Kennebec Valley 2017 (n=183)
Q11. Was this your first visit in Maine? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
10
Roughly one-third of overnight visitors to the Kennebec Valley are traveling with children.
2017 Regional Report Kennebec Valley
Travel Party Composition 3.5 3.0 37%
Percent Traveling with Children
32% Average Number of People in Travel Party
Maine 2017 (n=2922)
Kennebec Valley 2017 (n=183)
Q24. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q25. How many of these people were: Children? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
11
2017 Regional Report Kennebec Valley
Overnight Visitors: Trip Experience
12
Two in five overnight business travelers to the region cite training or professional development as the primary purpose of their trip. •
2017 Regional Report Kennebec Valley
Overnight business travelers to the Kennebec Valley region are more likely to list training or professional development as the purpose of their business trip than are business travelers to the State overall.
Primary Purpose of Overnight Business Trips 22% Training or Professional Development <41%>
35% Meeting 34%
24% Convention, Conference, or Trade Show 22%
<16%>
Maine 2017 Business (n=377) Kennebec Valley 2017 Business (n=40*)
Sales or Service 3%
Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
13
The most common reason for an overnight VFR trip to the Kennebec Valley is a general visit to see friends or relatives.
2017 Regional Report Kennebec Valley
Primary Purpose of Overnight VFR* Trips
60%
General visit to see friends or relatives
61% 13%
Holiday visit
12% 9%
Family reunion
10% 11%
Wedding
Maine 2017 VFR (n=1224)
9% Kennebec Valley 2017 VFR (n=87)
Funeral
Class reunion
Other
3% 2% 0%
1% 3% 5%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *VFR = Visiting Friends and Relatives
14
The most common interest areas among Kennebec Valley overnight visitors include food/beverage/culinary activities and shopping. •
2017 Regional Report Kennebec Valley
Despite food/beverage/culinary activities being the most common interest area among these overnight visitors, these activities are less common among visitors to the Kennebec Valley than among visitors to the State as a whole. Kennebec Valley visitors are also less likely to be interested in touring or sightseeing as compared to overnight visitors to the State of Maine overall. Most Important Interest Area Kennebec Valley
2017 Interest Areas <60%>
Food, beverage, or culinary
50% 50% 47%
Shopping
48%
33% <47%>
Touring or sightseeing
31% 35%
Active outdoor activities (not water)
52% Maine 2017 (n=2922)
29% 25% 28%
Water activities
27% 27%
History or culture Other
23%
27%
Family fun or children's activities
5% 3%
50%
Kennebec Valley 2017 (n=183)
32% 46%
30% 100%
Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
15
2017 Regional Report Kennebec Valley
When considering both interest and importance, food/beverage/culinary activities rank highest among overnight visitors to this region. •
Touring/sightseeing activities are a less important visitation driver among visitors to the Kennebec Valley region than among visitors to the State overall, while water activities are a more important visitation driver among Kennebec Valley overnight visitors. 2017 Interest Areas Travel Driver Index 24% 25%
Food, beverage, or culinary 13%
Family fun or children's activities
16% <23%>
Touring or sightseeing
16% 8%
Water activities
<13%> 10% 11%
Shopping
12%
Active outdoor activities (not water)
9%
Kennebec Valley 2017 (n=183)
6%
History or culture
Other
Maine 2017 (n=2922)
8% 4% 3%
Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
16
Driving for pleasure and sightseeing are the most common touring/sightseeing activities among overnight visitors to this region.
2017 Regional Report Kennebec Valley
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 57%
Driving for pleasure
66% 73%
Sightseeing
63% 65%
Enjoying the ocean views or rocky coast
51% 48% 49%
Enjoying the mountain views 27%
Wildlife viewing or bird watching
37% 24%
Viewing fall colors
Maine 2017 (n=1383) 31% Kennebec Valley 2017 (n=56)
Taking tours of communities or local architecture Nature cruises or tours
19% 19% 16% 12%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
17
Eating lobster or other local seafood is the most common food/beverage/culinary activity among overnight visitors to the Kennebec Valley who are interested in these activities. •
2017 Regional Report Kennebec Valley
Among overnight visitors interested in food/beverage/culinary activities, those visiting the Kennebec Valley are less likely to eat lobster or other local seafood and consume other locally produced Maine foods than are those visiting the State of Maine overall.
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip <59%>
Ate lobster or other local seafood
42% <48%>
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
35% 42%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)
35%
34% 31%
Going to local brew pubs or craft breweries
Enjoying local food at fairs or festivals
Enjoyed high-end cuisine or five-star dining
Ate farm to table or organic cuisine
Visited Farmer's Markets
Maine 2017 (n=1761)
22% 31%
Kennebec Valley 2017 (n=92)
18% 22% 16% 18% 24% 18%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
18
2017 Regional Report Kennebec Valley
Outdoor swimming, going to the beach, and canoeing/kayaking are the most common water activities pursued by overnight visitors to this region. •
A lesser proportion of Kennebec Valley visitors go to the beach as compared to overnight visitors to the State of Maine overall.
Water Activities Base: Those who report water activities as an interest area for their Maine trip 46%
Outdoor swimming (lake, ocean, river)
52% <67%>
Going to the beach
46% 30%
Canoeing or kayaking
43% 33% 30%
Pool swimming (indoor or outdoor) 24% 23%
Fishing (ocean, lake, stream, river, ice) Motor boating
22% 19% 11% 11%
Water skiing or jet skiing
Sailing
Kennebec Valley 2017 (n=52)
9%
White water rafting
Surfing
Maine 2017 (n=723)
14%
5% 6% 9%
4%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
19
Hiking/climbing/backpacking is by far the most common active outdoor activity among the region’s overnight visitors. •
2017 Regional Report Kennebec Valley
Exploring State and National Parks is a less popular activity among this region’s overnight visitors than among overnight visitors to the State of Maine overall.
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 60% 58%
Hiking, climbing, or backpacking 22%
Camping
31% <40%>
Exploring State and National Parks
26% 16%
Bicycling or mountain biking
23% 10%
Riding all-terrain vehicles
Hunting (game or bird)
Snowshoeing
Nordic skiing
Snowmobiling
16% 5%
Maine 2017 (n=1032) Kennebec Valley 2017 (n=53)
11% 3% 8% 2% 6% 3% 3%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
20
Visiting historic sites/museums is the most common history/culture activity pursued by overnight visitors to the Kennebec Valley region.
2017 Regional Report Kennebec Valley
History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 61%
Visiting historic sites or museums
51% 41%
Visiting art museums or local artisan exhibits
34% 38%
Getting to know the local people and/or culture
32% 22%
Participating in nightlife or other evening entertainment
28% 19% 10% 11%
Painting, drawing, or sketching
Attending popular music concerts or events
Attending sports events
Kennebec Valley 2017 (n=49*)
13%
Attending plays, musicals, or theatrical events
Attending operas or classical music events
Maine 2017 (n=786)
6% 11% 15% 7% 9% 6%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
21
Outlet shopping and general shopping at malls/downtown are the most popular shopping activities in the Kennebec Valley region. •
2017 Regional Report Kennebec Valley
Shopping for gifts/souvenirs and shopping for unique, locally produced goods are less popular among overnight visitors to the Kennebec Valley region as compared to overnight visitors to Maine overall.
Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 52%
Outlet shopping
41% 43%
General shopping at malls, downtown
40% <42%>
Shopping for gifts or souvenirs
26% Maine 2017 (n=1464) 24%
Shopping for products with the 'Made in Maine' identifier
Shopping for unique, locally produced goods
Shopping for antiques, local arts and crafts
Kennebec Valley 2017 (n=85)
24% <32%> 19% 22% 15%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
22
2017 Regional Report Kennebec Valley
A number of family fun/children’s activities are equally popular among overnight visitors to the Kennebec Valley region.
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip 40%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
28% 28% 28%
Amusement or theme parks
23% 24%
Children's museums
29%
Animal parks or zoos
21% 20% 17%
Water parks
Agricultural fairs Spectator sports
Kennebec Valley 2017 (n=60)
12% 14%
Horseback riding Summer camps
Maine 2017 (n=800)
5% 10% 11% 9% 6% 5%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
23
The Kennebec Rail Trail is the most popular attraction among overnight visitors to the Kennebec Valley region.
2017 Regional Report Kennebec Valley
Top Attractions/Locations Visited* Kennebec Rail Trail
15%
Belgrade Lakes
12%
Maine State Museum
11%
Capitol Building
11%
Moxie Falls
9%
The Forks
9%
Maine Beer Trail
8%
Old Canada Road Scenic Byway
8%
Kennebec Valley 2017 (n=183)
Coburn Mountain
7%
Lakewood Theatre
7%
Blaine House
6%
Colby College Museum of Art
6%
Old Fort Western
5%
Museum in the Streets, Hallowell
5%
* Does not include response options selected by fewer than 5% of respondents.
Q32. Within the region you visited, what specific towns or cities did you visit? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
24
Four out of five overnight visitors to the Kennebec Valley plan to return to Maine in the next two years.
2017 Regional Report Kennebec Valley
Future Travel Likelihood
81%
77%
I already have specific plans to travel in Maine Definitely will travel to Maine Probably will travel to Maine
31%
39% Might/Might not travel to Maine Probably will not travel to Maine
47% 42%
17% 5%
1%
Maine 2017 (n=2922)
<1%
15%
Definitely will not travel to Maine Net: Already have plans/ Definitely will travel
4% Kennebec Valley 2017 (n=183)
Q44. How likely will you be to travel in Maine in the next two years? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
25
2017 Regional Report Kennebec Valley
Day Visitors: Traveler Description
26
2017 Regional Report Kennebec Valley
Day Visitor Demographics • •
Day visitors to the Kennebec Valley region are 46 years of age, on average, and earn about $65,000 annually. Half have a college degree, and half are employed full-time. Day visitors to the Kennebec Valley region have lower annual household incomes than day visitors to the State overall.
Day Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income Female College Degree or Higher Married Employed Full-Time
Maine 2017 (n=1782)
Kennebec Valley 2017 (n=121)
33% 19% 19% 29% 44.1
29% 13% 29% 30% 46.0
32% 41% 27% <$80,800> 76% 54% 48% 52%
45% 37% 19% $64,700 76% 47% 58% 54%
<> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
27
2017 Regional Report Kennebec Valley
Two-thirds of day visitors to the Kennebec Valley region are in-state visitors. •
Kennebec Valley day visitors are more likely to be from Maine as compared to day visitors to the State as a whole, and less likely to be from New Hampshire.
State/Province of Residence 90% 96%
U.S. NET 32%
Maine
<63%> 37%
Massachusetts
New Hampshire
Canada NET
26% <18%> 6% 10%
Kennebec Valley 2016 (n=121)
4%
Quebec
5% 2%
New Brunswick
5% 1%
Nova Scotia
Maine 2017 (n=1782)
<1% <1%
Q2. In what State or Province do you reside? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
28
Over nine in ten day visitors to the Kennebec Valley region are repeat visitors.
2017 Regional Report Kennebec Valley
Repeat vs. First-Time Visitors
93%
96%
Repeat Visitor First-Time Visitor
7%
4%
Maine 2017 (n=1782)
Kennebec Valley 2017 (n=121)
Q10. Was this your first trip to Maine? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
29
One in three day visitor travel parties to the Kennebec Valley region include children. The average visitor is traveling with two other people.
2017 Regional Report Kennebec Valley
Travel Party Composition
2.9
2.8
33%
32%
Percent Traveling with Children Average Number of People in Travel Party
Maine 2017 (n=1782)
Kennebec Valley (n=121)
Q15. Including yourself and any children, how many people were in your immediate travel party on this trip? Q16. How many of these people were: Children <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
30
2017 Regional Report Kennebec Valley
Day Visitors: Trip Experience Sample Size Exclusions Data for some questions is not presented on the following pages because the sample sizes are too small. The results not shown include: • •
Primary purpose of business trips (n=10) Trip Activities: History/Culture (n=21)
31
Seven in ten VFR travelers to the region cite a general visit to see friends/relatives as the primary purpose of their day trip.
2017 Regional Report Kennebec Valley
Primary Purpose of Day VFR* Trips
71%
General visit to see friends or relatives
70% 9%
Holiday visit
Wedding
Funeral
Family reunion
Other
9% 4% 4% 3%
Maine 2017 VFR (n=769)
2%
Kennebec Valley 2017 VFR (n=61) 7%
1% 5% 13%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *VFR = Visiting Friends and Relatives
32
The most common interest areas pursued by day visitors to the Kennebec Valley are food/beverage/culinary activities, active outdoor (non-aquatic) activities, and shopping. • •
2017 Regional Report Kennebec Valley
Shopping and touring/sightseeing are less popular interests for Kennebec Valley day visitors, as compared to day visitors to the State overall. Three in five day visitors who selected active outdoor (non-aquatic) activities or family fun/children’s activities as interest areas indicated that these were most important in their decision to visit.
2017 Interest Areas
Most Important Interest Area Kennebec Valley 62%
Food, beverage, or culinary
51% 37%
Active outdoor activities (not water)
<59%> 42% 31% 30%
Family fun or children's activities
23% 58%
<45%>
Touring or sightseeing
29%
33%
31%
Water activities
22% 20% 17%
History or culture Other
61%
47%
Shopping
33%
8% 12%
Maine 2017 (n=1782) Kennebec Valley 2017 (n=121)
22% 13% 100%
Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
33
When considering both interest and importance in deciding to visit, active outdoor (non-aquatic) activities rank highest among day visitors to the Kennebec Valley region. •
2017 Regional Report Kennebec Valley
Active outdoor (non-aquatic) activities are a stronger driver of day visitation to the Kennebec Valley region than to the State as a whole. Touring/sightseeing activities, on the other hand, are not as significant in terms of driving visitation to the region as compared to the rest of the State.
2017 Interest Areas Travel Driver Index 14%
Active outdoor activities (not water)
<29%> 21%
Food, beverage, or culinary
17% 16% 17%
Family fun or children's activities
15%
Shopping
10% <16%>
Touring or sightseeing
10%
Other
Kennebec Valley 2017 (n=121)
9%
Water activities History or culture
Maine 2017 (n=1782)
5% 3% 2% 8% 12%
Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
34
2017 Regional Report Kennebec Valley
Sightseeing and enjoying mountain views are the most common activities among day visitors to the Kennebec Valley who are interested in touring or sightseeing.
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 69%
Sightseeing
75% 50%
Enjoying the mountain views
71% 33%
Wildlife viewing or bird watching
52% 73%
Enjoying the ocean views or rocky coast
45% 65%
Driving for pleasure
42% 29%
Viewing fall colors
Kennebec Valley 2017 (n=35*)
19%
Taking tours of communities or local architecture Nature cruises or tours
Maine 2017 (n=804) 34%
30% 12% 9%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
35
Day visitors to the Kennebec Valley region who are interested in food/ beverage/culinary activities enjoy a variety of these activities while visiting. •
2017 Regional Report Kennebec Valley
Kennebec Valley day visitors are less likely than day visitors to the State as a whole to eat lobster or other local seafood while visiting.
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 38% 41%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)
<60%>
Ate lobster or other local seafood
38% 48%
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
38% 33% 37%
Going to local brew pubs or craft breweries
25% 29%
Visited Farmer's Markets
28%
Enjoying local food at fairs or festivals
20%
Kennebec Valley 2017 (n=62)
16% 19%
Ate farm to table or organic cuisine
Enjoyed high-end cuisine or five-star dining
Maine 2017 (n=1096)
14% 7%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
36
Outdoor swimming, going to the beach, and canoeing/kayaking are the most popular activities among Kennebec Valley day visitors interested in water activities. •
2017 Regional Report Kennebec Valley
Kennebec Valley day visitors interested in water activities are more likely to go white water rafting as compared to day visitors to the State as a whole.
Water Activities Base: Those who report water activities as an interest area for their Maine trip 58% 60%
Outdoor swimming (lake, ocean, river)
78%
Going to the beach
55% 30%
Canoeing or kayaking
51% 13%
Motor boating White water rafting
35% 6%
<33%> 28% 30%
Fishing (ocean, lake, stream, river, ice)
Surfing Water skiing or jet skiing
Kennebec Valley 2017 (n=27*)
33%
Pool swimming (indoor or outdoor) Sailing
Maine 2017 (n=544)
24% 7% 10% 4% 10% 8% 9%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
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Three-fourths of day visitors interested in non-aquatic active outdoor activities hike, climb, or backpack while in this region. •
2017 Regional Report Kennebec Valley
Riding all-terrain vehicles is more popular among day visitors to the Kennebec Valley region than among day visitors to the State as a whole.
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 64%
Hiking, climbing, or backpacking
73% 46% 46%
Exploring State and National Parks 13%
Riding all-terrain vehicles
Snowmobiling
Snowshoeing
<34%> 6%
Kennebec Valley 2017 (n=56)
5% 15% 19%
Bicycling or mountain biking
Hunting (game or bird)
Maine 2017 (n=664) 15%
12% 7% 8%
Alpine skiing or snowboarding
5% 5%
Nordic skiing
2% 5%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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General shopping at malls/downtown is the most popular shopping activity among day visitors to the Kennebec Valley.
2017 Regional Report Kennebec Valley
Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 50%
General shopping at malls, downtown
63% <55%>
Outlet shopping
33%
30%
Shopping for unique, locally produced goods
39%
Shopping for gifts or souvenirs
Kennebec Valley 2017 (n=51)
28% 22%
Shopping for products with the 'Made in Maine' identifier
Shopping for antiques, local arts and crafts
Maine 2017 (n=1051)
31%
23% 23% 11%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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Kennebec Valley day visitors interested in family fun/children’s activities are most likely to visit outdoor fun centers while in the area.
2017 Regional Report Kennebec Valley
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
41% 48% 30%
Amusement or theme parks
35% 24% 26%
Children's museums 13%
Agricultural fairs
18% 17% 17% 34%
Animal parks or zoos
17% 12% 11%
Summer camps
Other
Kennebec Valley 2017 (n=36*)
11%
Horseback riding
Spectator sports
Maine 2017 (n=556)
23%
Water parks
7%
3% 13% 18%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size. Use caution when interpreting results.
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One in five day visitors to the Kennebec Valley region visit the Kennebec Rail Trail or The Forks.
2017 Regional Report Kennebec Valley
Top Attractions/Locations Visited* Kennebec Rail Trail
22%
The Forks
18%
Maine State Museum
16%
Belgrade Lakes
14%
Capitol Building
12%
Moxie Falls
11% Kennebec Valley 2017 (n=121)
Old Fort Western
7%
Old Canada Road Scenic Byway
7%
Maine Beer Trail
6%
Museum in the Streets, Hallowell
6%
Lakewood Theatre
5%
L.C. Bates Museum
5%
* Does not include response options selected by fewer than 5% of respondents.
Q24: Within the region you visited, what specific towns or cities did you visit? Please check all that apply. <> indicates a significant difference between this region and the State at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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2017 Regional Report Kennebec Valley
Comparison of Kennebec Valley Visitors to Maine Visitors
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Comparisons: Region vs. State •
2017 Regional Report Kennebec Valley
Visitors to the Kennebec Valley tourism region and visitors to the State of Maine as a whole differ in a number of ways. These variations can be seen in: – – – –
Visitor demographics, Visitor origin, Reasons for traveling, and The activities they participate in while visiting.
•
Popular trip activities and stated travel interest areas closely follow the outdoor and nature-oriented environment available in the Kennebec Valley region.
•
Highlights of these differences are shown on the following pages.
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2017 Regional Report Kennebec Valley
Visitor Origin
Compared to visitors to the State overall, Kennebec Valley visitors differ in the following ways:
DAY VISITORS
A greater proportion of visitors from Maine
A lower proportion of visitors from New Hampshire
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2017 Regional Report Kennebec Valley
Visitor Origin
OVERNIGHT VISITORS
A greater proportion of visitors from Maine
A lower proportion of visitors from Massachusetts
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2017 Regional Report Kennebec Valley
Visitor Demographics and Travel Intent
OVERNIGHT VISITORS
DAY VISITORS
More likely to indicate plans to visit again in next two years
Lower annual household incomes
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2017 Regional Report Kennebec Valley
Trip Interest Areas
OVERNIGHT VISITORS
DAY VISITORS
Less likely to pursue: Touring/sightseeing activities Food/beverage/culinary activities
Less likely to pursue: Shopping Touring/sightseeing activities
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Trip Interests and Importance (Travel Driver Index)
2017 Regional Report Kennebec Valley
OVERNIGHT VISITORS
More likely to place importance on water activities
Less likely to place importance on touring/sightseeing
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Trip Interests and Importance (Travel Driver Index)
2017 Regional Report Kennebec Valley
DAY VISITORS
More likely to place importance on active outdoor activities
Less likely to place importance on touring/sightseeing
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2017 Regional Report Kennebec Valley
Trip Activities OVERNIGHT VISITORS
Less likely to be: Shopping for unique, locally produced goods Eating lobster or other local seafood Consuming other locally produced Maine foods Going to the beach Exploring State and National Parks Shopping for gifts/souvenirs
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2017 Regional Report Kennebec Valley
Trip Activities
DAY VISITORS
More likely to be: White water rafting Riding all-terrain vehicles
Less likely to be: Eating lobster or other local seafood Outlet shopping
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2017 Regional Report Kennebec Valley
Davidson-Peterson Associates 172 Commercial Street Portland, ME 04101 207.985.7660 www.digitalresearch.com
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