2017 Kennebec Valley Regional Report

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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

46

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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