Alabama Gulf Coast Convention and Visitors Bureau Perceptions of Area and Ads Online Survey November 5-8, 2008 New South Research 3000 Riverchase Galleria

Alabama Gulf Coast Convention and Visitors

Bureau Perceptions of Area and Ads

Online SurveyNovember 5-8, 2008

New South Research

3000 Riverchase Galleria

Suite 630Birmingham, AL 35244Telephone: (205) 443-

5350Fax: (205) 443-5340

[email protected]

2

Introduction In November 2008, New South Research conducted an online survey on behalf of

the Alabama Gulf Coast Convention & Visitors Bureau. The primary purpose of this project was to examine the image of the Alabama Gulf

Coast and reactions to two magazine ads for Gulf Shores and Orange Beach. Other objectives included:

– What is the awareness and visitation of beach vacation destinations?– What is important in a beach vacation destination?– What are perceptions of beach vacation destinations?– What are evaluations of ads?– What are demographics of the sample?

The respondents for the online study were provided from 3 sources: general population sample purchased by third party (N=458), Alabama Gulf Coast Convention and Visitors Bureau inquirers (N=572), and the Collinson list (N=51).

Respondents in the general public were required to meet the following criteria in order to participate:

– Primary or joint vacation decision maker– Primary residence in target markets (AL, GA, LA, MS, TN, and TX)– Ages 35-59– Annual household income above $50,000

In total, 1,381 respondents participated in the online survey. Based on a sample of 1,381, the statistical margin of error is 2.6 percentage points at the 95% confidence interval. That is, the results will vary by no more than 2.6 percentage points from the results in this report 95 times out of 100.

Some tables presented within this report may not add up to exactly 100% because of rounding or omission of non-pertinent data.

Key Points

4

Key PointsWhat is the awareness and usage of beach vacation destinations?

Awareness and visitation of Orange Beach, Gulf Shores and the Alabama Gulf Coast in the general population is similar to other area beaches, but significantly higher among those who have inquired at the Gulf Coast Convention and Visitors Bureau.

The percentage who were unable to rate their overall perceptions of Orange Beach and Gulf Shores was substantially higher among the general population than the CVB inquirers. This suggests that there is a blank slate on which to develop perceptions of Orange Beach and Gulf Shores among those in the general population.

What is important in a beach vacation destination?

Atmosphere and logistics are the most important features in a beach, while entertainment features are the least important.

What are perceptions of beach vacation destinations?

The Alabama beaches were clearly not seen as being sophisticated. Rather, the area was seen as being quality, approachable, friendly, all-American, not pretentious and maybe even small town.

The perceptions of Orange Beach and Gulf Shores were significantly different depending on the sample source – general population were less positive, while Gulf Coast Convention and Visitors Bureau inquirers were more positive. On the other hand, both samples had similar perceptions of the Alabama Gulf Coast, which were less positive than either Orange Beach or Gulf Shores.

5

Key Points Overall, the respondents were substantially more likely to be willing to recommend

Orange Beach or Gulf Shores than the Alabama Gulf Coast. Significantly, less than 15% of the general population and less than 6% of the CVB inquirers would be probably or definitely unwilling to recommend any of the beaches.

What are perceptions of Orange Beach?– For the CVB inquirer, the perception of Orange Beach is higher-end similar to a

Cadillac or Mercedes. For the general population, the perception is closer to a practical, all-purpose, American Chevrolet.

– The perceptions of Orange Beach are more basic than sophisticated and come the closest to matching where the respondents see themselves.

– The strength of Orange Beach is the atmosphere on the beach and the white sand/blue water, while its greatest weakness is the nightlife.

What are perceptions of Gulf Shores?– For the CVB inquirer, the perception of Gulf Shores is higher-end similar to a

Cadillac or Mercedes. For the general population, the perception is closer to a Chevrolet or the mid-range Toyota.

– The perceptions of Gulf Shores are more basic than sophisticated and are more basic than respondents see themselves.

– The strength of Gulf Shores is its family-friendliness, while its greatest weakness is its nightlife.

6

Key PointsWhat are perceptions of the Alabama Gulf Coast?– For both the CVB inquirer and the general population, the perception of the

Alabama Gulf Coast is a practical, American Chevrolet. It is not low quality such as a Yugo, but is also not a status symbol such as a Mercedes or Cadillac.

– The perceptions of the Alabama Gulf Coast are much more basic than sophisticated.

– The strength of the Alabama Gulf Coast is the white sand/blue water, while its greatest weakness is the nightlife.

How do the perceptions compare to other area beaches?– Orange Beach is similar to Destin in the respondents’ perceptions. While it leans

towards being basic, it is among the most sophisticated of the beaches rated. The evaluations of Orange Beach tended to be rated higher in its atmosphere and logistics than other area beaches.

– Gulf Shores fell slightly more basic than Orange Beach and in the middle of the continuum ratings – not as sophisticated as Destin, but not as basic as Biloxi. The evaluations of Gulf Shores tended to be rated higher in its atmosphere and logistics than other area beaches.

– The Alabama Gulf Coast was the often rated at the most basic ends of the continuums along with Biloxi. It was also the least likely to be recommended and the lowest rated of all the three Alabama beaches evaluated.

The self-identification with the more sophisticated ends of the scales suggest that the respondents would like Orange Beach and Gulf Shores to be more sophisticated. Based on their comments, offering higher end and a wider variety of restaurants and accommodations offer the most effective method of projecting an image of a more sophisticated beach.

7

Key PointsWhat are evaluations of ads?

Overall, the ads were well-received by the respondents. Over two-thirds rated the ads in the top 2 boxes of all attributes. Likewise, very few respondents rated the ads negatively on any of the attributes tested.

The strength of the ads were their persuasion and appeal which an average of 78% of the respondents rated in the top 2 boxes for both ads.

– Easy to Understand (87% A, 87% B)– Believable (83% A, 83% B)– Overall Likeability (78% A, 76% B)– Effective (72% A, 72% B)– Fits My Perception (70% A, 72% B)

The weakest area for the ads (although still rated in the top 2 boxes by over two-thirds of the respondents) was their ability to enhance the image of the beaches. The ads seemed to have a greater impact on those who already liked the beaches. Significantly, however, over 50% of those who initially had a neutral or negative perception of the beaches said that the ads enhanced their image.

There was no statistical difference in the ratings of the two ads – both were equally liked.

What is the awareness and visitation of beach vacation destinations?

9

What is the awareness and usage of beach vacation destinations?

As expected, there was a substantial difference in the awareness and usage of beach vacation destinations between the general population and those who had inquired with the CVB for information about Orange Beach, Gulf Shores and the Alabama Gulf Coast.

Top of Mind and Total Unaided Awareness

General Population:

– Top of mind awareness was strongest for the North Florida Gulf beaches (29%) followed by Florida in general (15%) and the Alabama Gulf beaches (12%).

– Total unaided awareness of the North Florida Gulf beaches was more than double awareness of any other beach, followed by SC (36%) and the Alabama Gulf beaches (32%).

CVB:

– Top of mind awareness was strongest for the Alabama Gulf Coast (42%), followed by the North Florida Gulf beaches (25%) with all other beaches being mentioned by less than 10% of the respondents. In fact, more than 1 in 4 of the respondents thought of Gulf Shores when asked what beach first comes to mind. Significantly, almost 4 times as many respondents from the CVB sample first thought of an Alabama beach compared to the general population.

– Total unaided awareness of the North Florida Gulf beaches (85%) and the Alabama Gulf beaches (79%) was relatively equal and was more than 3.5 times higher than any other beach mentioned.

10

What is the awareness and usage of beach vacation destinations?

Visitation

General Population:

– The visitation of the beaches was fairly equal with slightly more respondents saying they have visited Orange Beach/Gulf Shores (28%), Destin (27%), Panama City Beach (24%) or the Florida Atlantic Coast (24%) in the last 2 years.

– There was statistically no difference in the percentage that recorded the following beaches as the one visited most often: Orange Beach/Gulf Shores (11%), Panama City Beach (9%), SC coast (9%), TX coast (9%), Florida Atlantic Coast (8%), Caribbean (8%), Destin (7%) or the GA coast (7%).

CVB:

– Orange Beach/Gulf Shores was not only the beach that the largest number of respondents have visited in the past 2 years (68%), but also the preferred beach by the largest number of respondents (40%).

The respondents who visited and preferred Orange Beach. Gulf Shores or the Alabama Gulf Coast had several characteristics in common:

– Alabama Gulf Coast Convention and Visitors Bureau inquirers– Residents of MS (88% visited, 67% visited most often), AL (84%, 62%), LA

(74%, 43%), KY (72%, 44%), AR (69%, 61%) and to a lesser extent TN (41%, 28%)

– Less educated: High School (65%, 47%), Some College (55%, 35%), College Graduate (53%, 34%), Post-Graduate (50%, 30%)

11

What beach destinations first come to mind?

1%

1%

1%

2%

3%

3%

6%

5%

4%

7%

8%

15%

29%

12%

0%

1%

1%

2%

1%

2%

2%

3%

3%

3%

6%

6%

25%

42%

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

Biloxi

Gulf Coast

Texas Gulf Coast

Central Florida Gulf

Carolinas

Carribbean

Georgia Atlantic Coast

International

Florida Atlantic Coast

South Carolina

South Florida

Florida

North FL Gulf Beaches

AL Beaches

General Population CVB Sample

“AL Beaches” includes Gulf Shores (10% gen pop, 27% CVB), Orange Beach (2% gen pop, 12% CVB) and the Alabama Gulf Coast

(0% gen pop, 3% CVB).

“North FL Gulf Beaches” includes Destin (13% gen pop, 13% CVB),

Panama City Beach (12% gen pop, 8% CVB), North Florida Gulf (3% gen pop, 4% CVB) and Fort Walton Beach (1% gen pop, 1%

CVB).

12

What is total unaided awareness of beaches?

8%

2%

8%

6%

5%

12%

7%

22%

13%

17%

17%

36%

26%

31%

32%

78%

2%

3%

4%

4%

6%

6%

7%

8%

10%

10%

13%

18%

21%

22%

79%

85%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Texas Gulf Coast

Gulf Coast

California

Biloxi

Hawaii

Carolinas

Central Florida Gulf


Carribbean

International

Florida Atlantic Coast

South Carolina

South Florida

Florida

AL Beaches

North FL Gulf Beaches

General Population CVB Sample

“AL Beaches” includes Gulf Shores (19% gen pop, 46% CVB), Orange Beach (7% gen pop, 25% CVB) and the Alabama Gulf Coast

(6% gen pop, 8% CVB).

“North FL Gulf Beaches” includes Destin (37% gen pop, 38% CVB),

Panama City Beach (26% gen pop, 26% CVB), North Florida Gulf (12% gen pop, 15% CVB)

and Fort Walton Beach (3% gen pop, 6% CVB).

13

What beach locations were visited in the past 2 years?

14

What are demographic characteristics of those who have visited Orange

Beach, Gulf Shores or the Alabama Gulf Coast?

65%

55%53%

50%

0%

10%

20%

30%

40%

50%

60%

70%

HS o

r le

ss(N

=139)

Som

e c

ollege

(N=

453)

College g

raduate

(N=

502)

Post

gra

duate

(N=

282)

88%

84%

74%

72%

69%

41%

34%

28%

MS(N=43)

AL(N=305)

LA(N=87)

KY(N=32)

AR(N=29)

TN(N=242)

TX(N=95)

GA(N=338)

15

Which beach locations are visited most often?

7%

2%

6%

8%

8%

9%

9%

9%

7%

11%

2%

6%

4%

3%

3%

3%

4%

8%

10%

40%

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


Alabama Gulf Coast

South Florida

Caribbean Islands

Florida's Atlantic Coast

Texas Gulf Coast

South CarolinaBeaches

Panama City Beach, FL

Destin, FL

Gulf Shores/ OrangeBeach, AL

General Population GCV Bureau

16

What are demographic characteristics of those who visit Orange Beach, Gulf

Shores or the Alabama Gulf Coast most often?

47%

35% 34%

30%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

HS o

r le

ss(N

=137)

Som

e c

ollege

(N=

438)

College g

raduate

(N=

492)

Post

gra

duate

(N=

276)

67%

62%

61%

43%

44%

28%

14%

10%

MS(N=43)

AL(N=301)

AR(N=28)

LA(N=84)

KY(N=32)

TN(N=232)

TX(N=91)

GA(N=332)

What is important in a beach vacation

destination?

18

What is important in a beach vacation destination?

Among the most important features of a beach vacation destination were the logistics (accommodations: 70% very important; cost: 61%) and atmosphere (atmosphere on the beach: 67%; white sand/blue water: 68%). Entertainment options were among the least important features (nightlife: 6%; golfing: 6%; fishing: 6%; kids activities: 16%; shopping: 16%).

– While this is true regardless of the sample source, there are significant differences in the ratings by the sample source. The CVB inquirers were more likely to rate each of the features very important compared to those in the general population sample.

Not surprisingly, younger adults (25-44) were most likely to be interested in having children’s activities available (51% of those between 25-44 rated children’s activities as somewhat or very important, compared to 30% of those 45 and older).

On the other hand, there were no differences in the importance of a nightlife at the beach by age. Furthermore, there were no gender differences in the importance of having golfing and shopping available.

19

How important are the following attributes for a beach vacation

destination?

6%

6%

6%

16%

16%

22%

26%

30%

40%

44%

48%

61%

68%

67%

70%

24%

9%

14%

20%

40%

46%

49%

46%

43%

46%

27%

33%

27%

28%

26%

34%

18%

28%

22%

28%

24%

19%

16%

13%

8%

13%

4%

5%

4%

3%

36%

68%

53%

42%

16%

8%

6%

8%

5%

2%

12%

2%

1%

1%

1%

0% 20% 40% 60% 80% 100%

Nightlife

Availability of golfing

Availability of fishing charters

Availability of children's activities

Shopping

Development of the area

Traffic in the area

Distance from home

Secluded and not overcrowded

Restaurants in given area

Family Friendly

Cost

White sand and blue water

Atmosphere on the beach

Accomodations

Very Important Somewhat Important Neither Unimportant

What are perceptions of beach vacation destinations?

21

What are descriptions and evaluations of Orange Beach, Gulf Shores and the

Alabama Gulf Coast? The respondents were asked what first comes to mind when they hear

Orange Beach, Gulf Shores or the Alabama Gulf Coast. – By far, the most frequent association with the region was the beautiful

beaches.• “Very pretty area with a nice beach.”• “Beautiful beaches and nice atmosphere – not too touristy!”• “I just love the beach and atmosphere at Orange Beach!”• “I think the water is beautiful, the sand is warm and the food is

great.” – Many respondents who have visited the region have fond memories of

spending time with friends and family.• “Enjoyable time with family.”• “I think of the great times we’ve had there.”• “Our home away from home.”• “This is the beach that my family would take me to when growing

up. I have a lot of childhood/family memories there.”• “My family and friends have a place to get away and relax and

enjoy each other, along with something for everyone to do since we travel with 2-75 year olds. It is memories that we make forever.”

• “A great place to rest and have fun. There is always something going on and somewhere to go.”

– The restaurants appeal to those who have spent time in the region.• “Wonderful restaurants!”• “Tacky Jacks and Doc’s Seafood.”• “Great seafood. Fresh shrimp.”• “Lamberts.”

22

When you think of Orange Beach, Gulf Shores and the Alabama Gulf Coast,

what comes to mind?

82%

46%

33%

21%

19%

17%

16%

16%

15%

1%

68%

26%

17%

14%

11%

15%

13%

13%

12%

5%

49%

20%

7%

11%

6%

13%

10%

10%

11%

19%

20%

9%

3%

5%

5%

4%

3%

2%

2%

48%

0% 100%

Clean, open, beautifulbeaches

Fun, relaxing vacation withfamily and friends

Good Restaurants / Food

Family Friendly

Good Activities /Entertainment

Close to Home / Accessible

Secluded / NotOvercrowded

Good Accommodations

Good Atmosphere

Nothing

Visit OB/ GS/ AGC Most Often Visited OB/ GS/ AGC in p2y Aware, but haven't visited Know very little

23

What are descriptions and evaluations of Orange Beach, Gulf Shores and the

Alabama Gulf Coast? The respondents had largely positive perceptions of Orange Beach and Gulf

Shores, although Orange Beach was viewed as slightly more upscale than Gulf Shores. The Alabama Gulf Coast, on the other hand, had an image that was distinctively lower quality than either Orange Beach and Gulf Shores.

Both Orange Beach and Gulf Shores were most frequently described as a Cadillac by the CVB sample and a Chevrolet by the general population sample, while the Alabama Gulf Coast was described as a Chevrolet by both samples.

– Chevrolet • Stands for: quality, American, common, affordable, working man• Associated with: Alabama Gulf Coast (both samples) as well as

Orange Beach and Gulf Shores among the general population– Cadillac

• Stands for: quality, American, expensive, status symbol, aspirational• Associated with: Orange Beach and Gulf Shores among the CVB

sample

Interestingly, less than 10% of the respondents described Orange Beach and Gulf Shores as the vehicles associated with lower quality – Kia and Yugo. On the other hand, a much larger percentage associated these brands with the Alabama Gulf Coast.

Those who have visited Orange Beach, Gulf Shores and the Alabama Gulf Coast clearly had a higher quality perception of the beaches equating them with higher-end, status symbol brands such as Cadillac and Mercedes. On the other hand, those who have not visited tend to associate the beaches with the more common, practical and mid-range Honda, Toyota or Chevrolet.

24

What type of vehicle best describes Orange Beach and Gulf Shores?

3%

4%

12%

10%

15%

2%

23%

15%

10%

1%

3%

8%

9%

12%

12%

13%

15%

22%

0% 5% 10% 15% 20% 25%

Yugo

Kia

Ford

Buick

Honda

Mercedes

Chevrolet

Toyota

Cadillac


25

What type of vehicle best describes the Alabama Gulf Coast?

7%

3%

9%

10%

4%

16%

9%

15%

20%

3%

4%

8%

6%

9%

11%

12%

13%

20%

0% 5% 10% 15% 20% 25%

Yugo

Mercedes

Toyota

Kia

Cadillac

Honda

Buick

Ford

Chevrolet


26

25%

17%14%

11% 11%

16%

9%10%

17% 17%

13%

2%

13%

18%20%

5%3%

12%

7%

19%

0%

5%

10%

15%

20%

25%

30%

Cadillac Mercedes Honda Toyota Chevrolet

Visit OB/ GS/ AGC Most Often Visited OB/ GS/ AGC in p2y

Aware, but haven't visited Know very little

What vehicles best describe Orange Beach, Gulf Shores and the Alabama Gulf Coast by

visitation?

“Life, Liberty and the Pursuit”

“Like no other”

“Power of Dreams” “Built to Last ... Built to Love ”

27

Where does Orange Beach, Gulf Shores and the Alabama Gulf Coast fit?

The respondents were asked to place several area beaches and themselves on a continuum of two products and brands. This exercise highlights underlying perceptions of the beaches in relation to how the respondents see themselves.

– On one end of the continuums were brands and products that represented a basic, approachable, simple and local perception: Hometown Newspaper, Mayberry, Andy Griffith, Hampton Inn, Ford, and Beer.

– On the other end of the continuums were brands and products that represented a more sophisticated, luxurious or higher-end perception: Wall Street Journal, New York City, Paris Hilton, Ritz Carlton, BMW, and Wine.

Overall, Orange Beach, Gulf Shores and the Alabama Gulf Coast were all located closer to the basic ends of the scales. The Alabama Gulf Coast was located closest to the basic ends of the scales with Gulf Shores a little closer to the more sophisticated ends of the scales and Orange Beach closest to being on the sophisticated ends of the scales.

Through these continuums, the respondents expressed a perception of Orange Beach, Gulf Shores and the Alabama Gulf Coast as being local, but classy, as well as quaint and basic without any frills.

– Three of the scales represented greater simplicity and small town values (Hometown Newspaper – Wall Street Journal, Mayberry – New York City, Andy Griffith – Paris Hilton). On these three scales, the region was rated closer to the basic/simplistic end of the scale.

– On the other hand, the ratings leaned toward the sophisticated end of the scales that represented greater luxury, class and quality (Hampton Inn – Ritz Carlton, Ford – BMW, Beer – Wine).

28


Orange Beach and Gulf Shores came the closest to matching where respondents rate themselves (closer to the sophisticated end of the scales). Orange Beach was typically rated at or slightly higher than where the respondents rated themselves, while Gulf Shores was typically rated at or just below where the respondents rated themselves. The Alabama Gulf Coast was rated significantly more basic than where the respondents rate themselves.

In comparison to other beaches in the area, Orange Beach, Gulf Shores and the Alabama Gulf Coast are rated similarly on all of the continuums. On average, Destin was rated the most sophisticated (followed closely by Orange Beach) and Biloxi was the most basic (followed by the Alabama Gulf Coast). Panama City Beach, Fr. Walton and Gulf Shores fell in the middle of these extremes.

Consistent with the vehicle analogies and words used, the respondents who have visited Orange Beach, Gulf Shores and the Alabama Gulf Coast tended to rate the beaches higher on the scales that represented greater luxury class and quality (Hampton Inn – Ritz Carlton, Ford – BMW, Beer – Wine).

29

Bilo

xi –

1.9


Hometown Newspaper

Wall Street Journal

Ora

ng

e B

each

– 2

.4

Gu

lf S

hore

s –

2.2

AG

C –

2.0

Dest

in –

3.2

Ft. W

alt

on

– 2

.7

Pan

am

a C

ity –

2.3

Me –

2.7

Numbers represent the average rating

on a 7-point scale.

Bilo

xi –

2.1

Mayberry New York City

Ora

ng

e B

each

– 2

.6

Gu

lf S

hore

s –

2.4

AG

C –

2.1

Dest

in –

3.4

Ft. W

alt

on

– 3

.0

Pan

am

a C

ity –

2.7

Me –

3.0

http://www.baldwincountynow.com/

30


Andy Griffith

Paris Hilton

Ora

ng

e B

each

– 2

.6

Gu

lf S

hore

s –

2.5

AG

C –

2.4

Dest

in –

3.5

Ft. W

alt

on

– 3

.0

Pan

am

a C

ity –

3.3

Bilo

xi –

2.7

Me –

2.7


on a 7-point scale.

Bilo

xi –

2.2

Hampton Inn

Ritz Carlton

Ora

ng

e B

each

– 3

.0

Gu

lf S

hore

s –

2.7

AG

C –

2.3

Dest

in –

3.5

Ft. W

alt

on

– 2

.8

Pan

am

a C

ity –

2.4

Me –

3.2

31


Ford BMWO

ran

ge B

each

– 3

.3

Gu

lf S

hore

s –

3.0

AG

C –

2.4

Dest

in –

3.8

Ft. W

alt

on

– 3

.1

Pan

am

a C

ity –

2.5

Bilo

xi –

2.2

Me –

3.5

Beer Wine

Ora

ng

e B

each

– 3

.6

Gu

lf S

hore

s –

3.5

AG

C –

2.8

Dest

in –

3.9

Ft. W

alt

on

– 3

.0

Pan

am

a C

ity –

2.3

Bilo

xi –

2.3

Me –

4.0


on a 7-point scale.

32

What are differences in perception by visitation?

(1) Local Newspaper - (7) Wall Street Journal

(1) Mayberry - (7) New York City

(1) Andy Griffith - (7) Paris Hilton

(1) Hampton Inn - (7) Ritz Carlton

(1) Ford - (7) BMW

(1) Beer - (7) Wine

1.9 2.1 2.7 2.2 2.2 2.32.3 2.7 3.3 2.4 2.5 2.32.7 3.0 3.0 2.8 3.1 3.03.2 3.4 3.5 3.5 3.8 3.62.7 3.0 2.7 3.2 3.5 4.0

Overall 2.4 2.6 2.6 3.0 3.3 3.6Visit Most Often 2.4 2.6 2.5 3.3 3.7 4.0Visited in p2y 2.4 2.7 2.6 2.7 3.0 3.4Aware, but not visited 2.3 2.5 2.7 2.6 2.9 3.3



MeOrange Beach

Gulf Shores

Alabama Gulf Coast

Panama City BeachBiloxi

Ft. WaltonDestin

33

What are ratings of beach vacation destinations?

The respondents were asked to rate their overall perception of eight beaches – Orange Beach, Gulf Shores, Alabama Gulf Coast, Destin, South Walton, Ft. Walton, Panama City Beach and Biloxi. Overall, the CVB inquirers tended to rate all beaches slightly more positively than the general population sample, while the ratings for Orange Beach and Gulf Shores were roughly 4 times higher.

It should be noted that the percentage who could not rate Orange Beach and Gulf Shores was also substantially higher among the general population sample.

Consistent with the perceptions of the beaches, Destin was the highest rated among the general population (26% excellent), while Biloxi was the lowest rated (4%). Likewise, Orange Beach (42%) and Gulf Shores (43%) were by far the highest rated by the CVB inquirers.

After rating their overall perceptions, the respondents were asked to rate 15 individual features of each beach. These ratings bring out the features that are especially liked or disliked about their favorite beaches.

– Destin and Panama City Beach’s strengths emerged as their entertainment (Destin: restaurants and shopping; PCB: nightlife and restaurants). It should be noted that entertainment was the least important area when considering beaches.

– Orange Beach, Gulf Shores and the Alabama Gulf Coast’s strengths were their logistics (accommodations) and atmosphere (atmosphere on the beach, white sand/blue water and family friendly).

– Ft. Walton’s weakness was its logistics (cost).– Biloxi’s weakness was its atmosphere (traffic).

34

What are ratings of beach vacation destinations?

Interestingly, when evaluating the ratings of Orange Beach, Gulf Shores and the Alabama Gulf Coast by visitation to the area, it is clear that entertainment is a slight weakness for all groups.

When asked the likelihood to recommend Orange Beach, Gulf Shores and the Alabama Gulf Coast, the willingness was greatest for Gulf Shores (66% CVB, 24% general population) and Orange Beach (63% CVB, 22% general population) and substantially lower for the Alabama Gulf Coast (10% CVB, 11% general population).

As seen in previous questions, the perceptions of Orange Beach and Gulf Shores was substantially different between the two samples, while the two groups had similar (lower quality) perceptions of the Alabama Gulf Coast.

35

What are overall ratings of the following beach vacation destinations?

4%

4%

15%

9%

15%

10%

16%

9%

42%

9%

43%

11%

34%

26%

11%

7%

28%

26%

26%

27%

24%

21%

26%

16%

30%

26%

29%

34%

24%

20%

26%

24%

26%

27%

22%

17%

12%

16%

13%

25%

15%

18%

29%

27%

5%

8%

15%

21%

3%

6%

3%

7%

3%

8%

4%

6%

34%

42%

25%

34%

17%

16%

35%

48%

17%

52%

11%

31%

16%

15%

0% 20% 40% 60% 80% 100%

Biloxi GCV Bureau

Biloxi General Pop

Fort Walton GCV Bureau

Fort Walton General Pop

Panama City Beach GCV Bureau

Panama City Beach General Pop

South Walton GCV Bureau

South Walton General Pop

Orange Beach GCV Bureau

Orange Beach General Pop

Gulf Shores GCV Bureau

Gulf Shores General Pop

Destin GCV Bureau

Destin General Pop

Excellent Very Good Good Fair/ Poor DK

36

19%

52%

43%

56%

53%

54%

71%

23%

58%

49%

63%

84%

72%

75%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Biloxi

Fort Walton

Panama City Beach

South Walton

Orange Beach

Gulf Shores

Destin

Excellent/ Very Good General Population Excellent/ Very Good GCV Bureau

What are overall ratings of the following beach vacation destinations?

Don’t know is eliminated

37

What are evaluations of beach vacation destinations overall?

57%

51%

57%

52%

58%

47%

42%44%

34%33%

45%

35%

22%

31%35%

0%

10%

20%

30%

40%

50%

60%

70%

Atmosphere Entertainment Logistics

OB/ GS/ AGC Destin Ft. Walton Panama City Biloxi

38

What are evaluations of beach vacation destinations?

Family Friendly 62% 76% 44% 55%White sand and blue water 54% 79% 47% 62%Atmosphere on beach 56% 75% 41% 52%Secluded and not overcrowded 34% 51% 27% 43%Development of area 39% 57% 33% 45%Traffic 29% 42% 25% 36%

AL Gulf Coast GP

AL Gulf Coast CV

Orange Beach/ Gulf Shores GP

Orange Beach/ Gulf Shores CV

Atmosphere

Family Friendly 63% 47% 32% 27%White sand and blue water 80% 68% 61% 24%Atmosphere on beach 65% 51% 41% 22%Secluded and not overcrowded 28% 26% 13% 19%Development of area 51% 36% 38% 26%Traffic 25% 24% 15% 11%

Panama City Beach

BiloxiDestin Ft. WaltonAtmosphere

*Very Good and Excellent reported

Atmosphere

26% to 65% of the general population sample “did not know” on different attributes for Orange Beach, while 7% to 62% for Gulf Shores and 42% to 64% “did not know.” These D/K have been removed in the above scores for all beaches.

39


Nightlife 26% 41% 19% 38%Restaurants 53% 71% 34% 47%Golfing 42% 56% 28% 52%Shopping 42% 59% 31% 35%Availability of children's activities 38% 52% 35% 35%Fishing charters 44% 61% 37% 50%

Alabama Gulf Coast GP

Alabama Gulf Coast CV

EntertainmentOrange Beach/ Gulf Shores GP


Nightlife 51% 38% 58% 53%Restaurants 69% 48% 57% 42%Golfing 59% 48% 43% 21%Shopping 65% 40% 43% 28%Availability of children's activities 47% 43% 30% 15%Fishing charters 59% 48% 42% 28%

Entertainment Destin Ft. WaltonPanama

City BeachBiloxi


Entertainment


40


Distance from home 44% 63% 40% 36%Cost 42% 53% 32% 39%Accomodations 54% 75% 37% 56%

Alabama Gulf Coast GP

Alabama Gulf Coast CV

LogisticsOrange Beach/ Gulf Shores GP


Distance from home 42% 36% 33% 33%Cost 31% 22% 26% 28%Accomodations 68% 43% 46% 42%

Panama City Beach

BiloxiDestinLogistics Ft. Walton


Logistics


41

What are evaluations of Orange Beach, Gulf Shores and the Alabama Gulf Coast

by visitation?

72%

64%

73%

52%

46%

52%

46%40%

45%

40%35%

38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Atmosphere Entertainment Logistics

Visit OB/ GS/ AGC Most Often Visited OB/ GS/ AGC in p2yAware, but haven't visited Know very little

42

Importance-Performance AnalysisOrange Beach, Gulf Shores and the Alabama Gulf Coast

The importance-performance analysis compares how well respondents think Orange Beach, Gulf Shores and the Alabama Gulf Coast are doing on specific factors to how important they feel that factor is. The chart depicting the importance-performance analysis is divided into 4 quadrants. Quadrant 1 indicates factors respondents place little importance on, but rate the area’s performance on those factors as high; Quadrant 2 depicts factors that respondents value as highly important and on which the area is performing well; Quadrant 3 shows areas in which respondents are relatively less satisfied. However, little importance is placed on those factors.

The main focus of concern should be on the factors listed in Quadrant 4, as they are rated as highly important by respondents whose satisfaction with the current performance on those factors is low. Similarly, many factors which were placed in Quadrant 2 are located either close to or on the border of Quadrant 4, which indicates that the area’s performance on that feature is close to being characterized as low. In order to stay competitive with other beaches, it is also important to focus efforts on improving factors which the area is performing poorly on, even if respondents rated those factors as not highly important.

Through this analysis, it is clear that the strengths for Orange Beach, Gulf Shores and the Alabama Gulf Coast are the atmosphere, white sand/blue water and accommodation (rated very important and high very good/excellent rating). On the other hand, the perception of cost and seclusion offer areas of improvement for Orange Beach, Gulf Shores and the Alabama Gulf Coast (very important, but low very good/excellent rating). Among those who have not visited, seclusion did not appear in Quadrant IV, however, the level of development was an area with room for improvement.

43


30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

Very Important

Ver

y G

oo

d /

Exc

elle

nt

High Performance/Low Importance

I

High Performance/High Importance

II

IIILow Performance/Low Importance

IVLow Performance/High Importance

Mean = 35%

Mean = 54%

Accommodation

Atmosphere

White Sand / Blue Water

Cost

Family Friendly

Restaurants

Secluded

Distance

Traffic

DevelopmentShopping

Children’s Activities

Fishing Charters

Golfing

Nightlife

44

What are strengths and weaknesses of Orange Beach, Gulf Shores and the

Alabama Gulf Coast? In an open-ended question, the respondents were asked for the best and

worst things about Orange Beach, Gulf Shores and the Alabama Gulf Coast. The respondents’ answers reiterated the strengths and weaknesses highlighted in the importance-performance matrix.

– Clean, open, beautiful beaches are the greatest strength for the region• “We love the beaches. They are so pretty.”• “Beach is very clean and never crowded.”• “It’s 32 miles of sugar white sands!”• “Beautiful white sand beaches and clear blue/green water.”• “The gorgeous water and beaches.”

– Having a beach that is close to home and easily accessible is also a strength

• “It’s a great getaway that is close to home.”• “Close to home and easy to get to.”• “Close to home with the amenities of other beach areas.”

There was less agreement among the respondents about the weaknesses of Orange Beach, Gulf Shores and the Alabama Gulf Coast. Many felt that no improvements were needed or did not feel they knew the beaches well enough to comment. Among the most frequently heard complaints were:

– Traffic– Too Far / Inaccessible– Too Much or Too Little Development– Too Expensive

45

What is the best thing about Orange Beach,

Gulf Shores and the Alabama Gulf Coast?

52%

16%

8%

8%

7%

42%

21%

10%

2%

2%

32%

24%

8%

4%

5%

14%

15%

6%

3%

4%

0% 100%


Close to Home / Accessible

Secluded / NotOvercrowded

Family Friendly



46

What needs improving about Orange Beach,

Gulf Shores and the Alabama Gulf Coast?

21%

25%

8%

11%

8%

5%

23%

16%

10%

6%

7%

6%

36%

13%

11%

5%

5%

5%

64%

3%

8%

1%

1%

5%

0% 100%

Nothing

Traffic

Too Far / Inaccessible

Too Much / Too LittleDevelopment

Too Expensive

Needs Work


47

How likely are you to recommend…?

10%

11%

64%

24%

31%

20%

22%

32%

53%

48%

10%

32%

6%

13%

4%

12%

0% 20% 40% 60% 80% 100%

AL Gulf Coast GCVBureau

AL Gulf Coast GeneralPop

Orange Beach / GulfShores GCV Bureau

Orange Beach / GulfShores General Pop

Definitely Probably Might Probably/ Definitely Not

What are evaluations of ads?

49

What are evaluations of ads?

The respondents read two magazine ads for Orange Beach and Gulf Shores and evaluated each ad on 13 attributes. Overall, both ads performed well on all 13 attributes with more than two-thirds rating each attribute in the top 2 boxes.

The strength of the ads were the persuasion and appeal in which an average 78% rated each attribute in the top 2 boxes.

The weakest area, on the other hand, was the ability to enhance the image of Orange Beach, Gulf Shores and the Alabama Gulf Coast in which roughly an average 68% rated each attribute in the top 2 boxes.

There was statistically no difference in the ratings of the two ads suggesting that the respondents liked the ads equally.

When comparing the ability to enhance the image of the beaches by the initial ratings of the overall perceptions of the beaches, it is clear that the ads have a greater impact on those who have initial positive perceptions. Importantly, however, roughly 50% of those with neutral or negative initial perceptions said that the ads made them feel better about the beach, made them want to visit and made them want to learn more about Orange Beach, Gulf Shores and the Alabama Gulf Coast.

Likewise, there was a slight difference in the evaluation of the ads by visitation. Those who visit Orange Beach, Gulf Shores and the Alabama Gulf Coast most often tended to rate the ads slightly higher in all areas.

There were also slight differences in the evaluations by sample source with CVB inquirers tending to rate the ads slightly higher in all areas.

50

What is the overall comparison of the ads?

Below is an overall comparison of the attribute ratings of the ads. Differences based on the sample and on visitation are outlined on the following pages.

A B

Ability to Break Through the Clutter

Gets attention 73% 76%

Memorable 65% 64%

Would read if saw 77% 77%

Relatability Is a place for me 72% 71%

Relatable 71% 72%

Persuasion and Appeal

Believable 83% 83%

Easy to Understand 87% 87%

Fits my perception 70% 72%

Effective 72% 72%

Overall Likeability 78% 76%

Enhance Image

Makes me feel better about 66% 67%

Makes me want to visit 69% 69%

Makes me want to learn more 68% 67%

Top 2 box reported

51

What is the overall evaluation of the ads?

72% 71%

78%

68%72% 72%

78%

67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Ability to BreakThrough Clutter

Relatability Persuasion andAppeal

Enhance Image

Ad A Ad B

Average top 2 box reported

52

How well do the ads enhance the image by overall rating before seeing the ads?

Orange Beach Ratings

75%

86%

77%

66%71% 70%

54%51% 53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Feel betterabout…

Want tovisit…

Want tolearn

more…

Strongly or Somewhat Agree

Excellent Initial Rating

Very Good Initial Rating

Neutral or Negative Initial Rating

Gulf Shores Ratings

76%

85%79%

65%71% 68%

54%50% 51%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Feel betterabout…

Want tovisit…

Want tolearn

more…





Ad A

53

How well do the ads enhance the image by overall rating before seeing the ads?

Orange Beach Ratings

80%

87%

80%

68% 70% 69%

48% 50% 50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Feel betterabout…

Want tovisit…

Want tolearn

more…





Gulf Shores Ratings

81%88%

82%

63%69% 67%

49% 49% 48%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Feel betterabout…

Want tovisit…

Want tolearn

more…





Ad B

54

How are the ads evaluated by visitation?

77% 80% 83%73%71% 68%

76%

65%68% 69%

77%

64%68%

62%72%

67%

0%10%20%30%40%50%60%70%80%90%



Enhance Image


A

B

Average top 2 box reported

80% 81% 83%75%72% 71%

78%

64%66% 68%76%

63%68%

62%72%

65%

0%10%20%30%40%50%60%70%80%90%



Enhance Image


What are demographics of the sample?

56

What are your vacationplans for next summer?

Longer vacation,

23%

As planned/ as usual, 54%

Shorter vacation,

13%

Probably not going,

8%

Definitely not going,

2%

57

What are vacation plans by demographics?

35%25% 24% 23% 23% 22% 20% 16%

59%

48% 53% 54% 51%60%

55%

47%

3%

15%17%

12% 16%12%

12%

13%

3%11%

5%10% 7% 5%

13%22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AR TX LA GA MS AL TN KY

Longer vacation As planned Shorter vacationProbably not going Definitely not going

In the Alabama

Gulf Coast’s primary

market (AL), vacation plans are

not expected to change for

the majority of the

respondents.

58

What is most important as you make your vacation plans for next year?

62%

21%

18%

17%

10%

7%

10%

8%

6%

55%

23%

18%

20%

16%

11%

7%

8%

12%

67%

24%

18%

19%

12%

10%

10%

7%

7%

60%

23%

17%

13%

12%

10%

8%

12%

6%

0% 100%

Cost

Distance from Home /Accessibility

Accommodations


Activities / EntertainmentAvailable


Timing / Time of Year

Family Friendly

Vacation Already Planned


Cost is the driving factor for making vacation

plans in the upcoming year. Interestingly, this is an attribute for which Orange Beach and Gulf Shores are rated higher than other beaches (see

page 40).

59

What are the demographics of the sample?

General Population

CVB Sample

18-34 0% 7%35-44 48% 22%45-54 39% 40%55-59 13% 24%60+ 0% 8%

Male 22% 32%Female 78% 69%

African-American 6% 4%Caucasian 90% 94%Other 5% 2%

High school graduate or less6% 12%Some college 25% 37%College graduate39% 35%Post-graduate 30% 16%

Under $50k 0% 18%$50k-$75k 8% 28%$75k-$100k 34% 23%$100k-$150k 42% 22%$150k or more 17% 10%

Income

Age

Gender

Race

Education

Appendix: Difference between sample groups

61

How well do the ads break through the clutter?

A

B

65% 77%54% 71%69% 81%

General Population

Conventions Bureau

Would Read if Saw

Gets AttentionMemorable

Ability to Break Through Clutter

67% 80%51% 71%68% 83%

Gets AttentionMemorable

General Population

Conventions Bureau

Would Read if Saw

Ability to Break Through Clutter

Top 2 box reported

62

What is the relatability of the ads?

A

B

62% 77%63% 75%

General Population

Conventions Bureau

RelatableIs a place for me

Relatability

62% 76%64% 76%Relatable

General Population

Conventions Bureau

Is a place for meRelatability

Top 2 box reported

63

80% 85%85% 88%61% 78%

Effective 67% 75%Overall Likeability 70% 79%

BelievableEasy to UnderstandFits my perception

General Population

Conventions Bureau


How persuasive and appealing are the ads?

78% 85%87% 87%56% 77%

Effective 68% 74%Overall Likeability 74% 81%

General Population

Conventions Bureau

Fits my perception

BelievableEasy to Understand


Top 2 box reported

A

B

64

How well do the ads enhance the image of the Alabama Gulf Coast?

A

B

61% 69%59% 74%60% 72%

General Population

Conventions Bureau

Makes me want to learn more

Makes me feel better about…Makes me want to visit

Enhance Image

61% 69%57% 74%59% 71%

General Population

Conventions Bureau

Makes me want to visitMakes me want to learn more

Enhance ImageMakes me feel better about…

Top 2 box reported

65


Among those who visit most often

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

Very Important

Ver

y G

oo

d /

Exc

elle

nt


I


II



Mean = 38%

Mean = 69%

Accommodation

AtmosphereWhite Sand / Blue Water

Cost

Family Friendly

Restaurants

Secluded

Distance

Traffic

Development

Shopping


Fishing ChartersGolfing

Nightlife

66


Among those who have visited in the past 2 years

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

Very Important

Ver

y G

oo

d /

Exc

elle

nt


I


II



Mean = 34%

Mean = 50%

Accommodation

Atmosphere


Cost

Family Friendly

Restaurants

Secluded

DistanceTraffic

Development

Shopping


Fishing Charters

Golfing

Nightlife

67


Among those who are aware, but have not visited

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

Very Important

Ver

y G

oo

d /

Exc

elle

nt


I


II



Mean = 33%

Mean = 43%

Accommodation

Atmosphere


Cost

Family Friendly

RestaurantsSecluded

Distance

Traffic

Development

Shopping


Fishing Charters

Golfing

Nightlife

68


Among those who know very little

20%

25%

30%

35%

40%

45%

50%

55%

60%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

Very Important

Ver

y G

oo

d /

Exc

elle

nt


I


II



Mean = 34%

Mean = 37%

Accommodation

Atmosphere


Cost

Family Friendly

Restaurants

Secluded

Distance

Traffic

Development

Shopping


Fishing Charters

Golfing

Nightlife

69

4%

5%

4%

17%

13%

18%

21%

23%

36%

39%

43%

53%

54%

60%

66%

7%

7%

7%

15%

18%

24%

29%

33%

41%

46%

51%

65%

74%

71%

72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Nightlife

Availability of golfing

Availability of fishing charters

Availability of children's activities

Shopping

Development of the area

Traffic in the area

Distance from home

Secluded and not overcrowded

Restaurants in given area

Family Friendly

Cost

White sand and blue water

Atmosphere on the beach

Accomodations

Very Important General Population Very Important GCV Bureau

How important are the following attributes for a beach vacation

destination?

Documents

Alabama Gulf Coast Convention and Visitors Bureau Perceptions of Area and Ads Online Survey November 5-8, 2008 New South Research 3000 Riverchase Galleria