Executive Summary GREEN%BAY% - Amazon Web Servicesgreen-bay.s3.amazonaws.com/digital_files/2503/2014_green_bay_vis… · An#Inside#Look#atthe#Total#Travel#Marketin# Green#Bay#MSA,#WI

2014 GREEN BAY

VISITOR PROFILE

Executive Summary

Charts & Graphs

Appendix

Year-End 2014 Visitor Profile. An Inside Look at the Total Travel Market in Green Bay MSA, WI Sindy Köhler Research Manager

April 2015

D. K. Shif)let & Associates, Ltd. 1750 Old Meadow Rd, Suite 620

McLean, Virginia 22102

Tel.: +1.703.536.8500 www.dksa.com

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3

Table of Contents

Charts & Graphs 20 Market Share

Demographics

Trip Origin

Transportation

Trip Timing

Trip Characteristics

Activity Participation

Accommodation

Appendix

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22

36

42

45

52

64

71

75

Performance Ratings 74

Travel definition: Total segment defined as any overnight trip or any day-trip. Sample Frame: All U.S. travelers in Green Bay MSA, WI. Timeframe: Travel Years Q4 2011-Q3 2014 combined, for simplicity hereinafter referred to “2011-2014”

This report compares Green Bay Total traveler market during Q4’2011 – Q3’2014 (for simplicity hereinafter referred to as ‘2011-2014’) to prior time periods and to the average US Total traveler. The combined years 2011-2014 were strong years for Green Bay’s travel industry compared to prior time periods. The City bounced back from the challenges the US travel market faced after the recession. While

Green Bay struggled during 2008-2011 to meet some of the records set in the prior time period, the destination consistently attracts its key markets and offers professional sporting event and other expenditure based activities that provide the total traveler value in challenging times. The following recommendations will help travel marketers in Green Bay continue the path of growth:

§  Age: middle aged travelers, GenX genera5on declined while Boomers and Millennial grow §  Income: lower average than the US average; majority under $75K §  Lifestages: travel par5es with moderate incomes dominate visitors (higher share than the U.S. average) §  Employment: dropped 20 ppt since 2005-‐08 and reached US levels; distribu5on of occupa5ons similar to the US §  Educa5on: level of college educa5on among total travelers lower than US average §  Accommoda5on: majority of overnight travelers stay with Friends/Rela5ves and at paid hotel/motels (Mid-‐Level and

High-‐End) §  Purpose of Stay: majority travel for the purpose of Other Personal Leisure, Visit Friends/ Rela5ves, and Special Events §  Ac5vity: most of the total travel par5es who par5cipate in the top 10 ac5vi5es are profitable travel par5es §  Length of Stay: New Orleans total travelers stay slightly shorter than travelers to the US average des5na5on due to

more single nights and fewer 4-‐7 nights stays

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ExecuIve Summary

STUDY SPECIFICATIONS

Focus on your customer – Key segments which dominate the mass market in Green Bay and are customers with a high share in visitaIon that deserve aRenIon

2011-‐2014 Highlights – Green Bay Total visitors mostly similar to US average visitor: §  Traveling Party: single adults and one male/ one female §  Timing: Green Bay is a preferred travel des5na5on throughout the en5re year (with peaks in July, October, January) §  Origin: Wisconsin primary top origin state for Green Bay (gradually increased since 2005-‐08); followed by Illinois and

Michigan –  Green Bay lost substan5ally travelers from Michigan over the past three 5me periods –  Simultaneously, Green Bay loses travelers from Marquebe/MI DMA since 2005-‐08 – once, Green Bay’s top three origin DMA

–  Green Bay’s travelers almost exclusively arrive by auto – traveling 169 miles on average (declined over 5me) –  Largest share of visitors arrive from Green Bay-‐Appleton/WI, Milwaukee/WI, and Chicago/IL DMAs

§  Ra5ngs: Green Bay received higher Excellent Sa5sfac5on, Value-‐For-‐The-‐Money, Friendly/Helpful People, Feeling of Safety, and Likely to Recommend ra5ngs than the average US des5na5on

–  Green Bay Paid Hotel/Motel industry average Sa5sfac5on, Value-‐for-‐the-‐Money, and Staff Service ra5ngs almost as high as Green Bay’s des5na5on

5

ExecuIve Summary

Green Bays travelers can be characterized as middle age, white, moderate spending, resident travelers who stay with and visit Friends/ Relatives for Attraction- and Culture-based activities. While understanding the Total travel market in terms of who is visiting the city, why, and what they do is imperative in painting a picture of travel to Green Bay, it is also important to focus on the opportunities that lie

ahead for Green Bay travel. Many segments have the potential to offer not necessarily a high travel party share but are characterized by an even higher trip-dollar spending share which makes these segments particularly valuable to target. The following segments hold the potential to increase Green Bay’s bottom line in traveler spending:

§  Age: 35-‐54 years old §  Genera5on: all genera5ons behave very similar; not a single one is par5cularly profitable to go aker when targe5ng §  Lifestage: Maturing & Free, Affluent Family, Affluent Mature §  Origin DMA: La Crosse-‐Eau Claire/WI, Marquebe/MI, and Minneapolis-‐St. Paul/MN §  Purpose of Stay: Other Personal Leisure, Special Event, Overnight General Vaca5on §  Length of Stay: Travelers staying more than one night are already profitable. §  Traveling Party: Three or more adults and travel par5es with children present §  Ac5vity: Culinary, Shopping, Professional Sports, Historic Sites, Nightlife, Museum, Parks (Na5onal, State), Movies,

Fes5vals, Zoo §  Season: Summer travelers §  Accommoda5on: most equally profitable; High End

6

ExecuIve Summary

Focus on your opportunity

How to Read the Report Charts

7

Chart Title

Chart Number (e.g. 12) Travel Year (e.g. 2011-2014) Chart Segment (if available, e.g. Total) Data Metric (e.g. Person-Stays) Data Unit (e.g. % or $) Green Bay’ Total sample size

Glossary or additional explanations

Destinations analyzed in the chart

Chart Section

Chart Legend Destination & Travel Segment

The impact of Green Bay visitation and spending on the share of the US travel market has been mixed. During 2011-2014 the Total Green Bay traveler segment captured similar shares of the US travel market across all four travel metrics – Stays, Person-Stays, Person-Days, and Trip-Dollars. Green Bay total travel parties (or Stays) represent 0.14% of the US travel market. People often travel together with family, friends or with other groups. Thus, the Stays metric takes into account how many

distinct groups of travelers came to the destination. Green Bay Total travelers contributed the largest share of all four metrics in Person-Stays – indicating how many people came to your destination, but not how long they stayed. Green Bay Total travelers (or Person-Stays), the main focus of this report, represent 0.15% of the US Total travel market – slightly higher than measured in travel parties which is a result of either a higher average travel party size than the US (given that the average travel party size remained the same at the National level) or the average travel party

2011-‐2014 (%) • GREEN BAY N = 587 HOUSEHOLD COUNT

Green Bay Total Travel is percentaged off US Total Travel

DesInaIon Market Share

Green Bay Market Share of U.S. Travel

Total traveler segment shares of the US travel

market highest in Visitors and slightly lower in Visitor Days…but growing steadily

since 2005-‐08

8

0.15 0.14

0.11 0.13 0.14 0.14

0.12 0.11

0.14 0.15 0.13

Stays Person-‐Stays Person-‐Days Trip-‐Dollars

Q4'05-‐Q3'08 Q4'08-‐Q3'11 Q4'11 -‐Q3'14

size on the US level is lower than the average travel party size of the Green Bay travel market. The Person-Days metric is simply the total number of days that visitors contributed to Green Bay. Green Bay Total travelers represent 0.13% of the US Total market share. Again, a slightly lower share than in Person-Stays which can be attributed to changes in Green Bay number of visitors, changes in length of stay of these visitors, changes in party composition shares, and/or changes in the day/ overnight mix relative to the US. Contrary to the contribution of number of trips or number of days spent in a destination, the Trip-Dollars metric represents the monetary worth of travelers.

Changes in Direct Spending can not only be influenced by ALL other travel measures including number of travel parties, number of persons, number of days, number of people in the Stays, length of stay, and individual traveler spending but also be related to changes in travel party composition, purpose of trip, activity participation levels, or accommodation choice.

DesInaIon Market Share

9

Who are Green Bay visitors? Green Bay visitors can be described in three ways; basic demographics, lifestages and by generation. Green Bay’s travelers are very similar to the US average destination. Green Bay Total travelers are as old as the US travelers in 2011-2014 (47 years). Over the past three times periods, Green Bay’s welcomed gradually older travelers (42 years old in 2005-08). The majority of Green Bay visitors is between 35-54 years of age, followed by one-third of travelers in the 55 years and older age group. Since 2005-08, Green

Bay welcomes consistent shares of 35-54 years old, gradually fewer young travelers and more older travelers.

The middle age cohort is not only the largest segment of Green Bay travelers but also the most profitable as 41% of travel parties represent 45% in trip-dollars. The youngest traveler group (less than 34 years old) is the smallest age group and also the least profitable.

Green Bay attracts only a slightly higher share of travelers with children in household (44% vs. 37%) and who earn a slightly lower median income ($65K vs. $70K) fueled by higher shares of travelers with annual household incomes of $50-$75K (26% vs. 19%) and lower share of over $150K (8% vs. 14%) in 2011-14.

US Green Bay

Average Age 47 years 47 years

Employed 63% 65%

Re5red 19% 22%

Median Income (000) $70.2 $65.3

Children in Household 37% 44%

Genera5ons: Millennial GenX Boomer Silent/GI

24% 29% 36% 11%

21% 29% 41% 10%

Generations: Millennial – 1981-1996; GenX – 1965-1980; Boomer 1946-1964; Silent/GI – before 1945

Demographics

How do Green Bay visitors compare?

Green Bay’s Total Travelers

Middle aged 2 out of 3 employed

Less than average income 2 out of 5 with Kids in

Household

Consider Millennial’s long term growth opportunity

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GLOSSARY

DKSA combines the three variables most likely to discriminate between travelers into seven Lifestages. These include age, household income and whether or not children are present in the household. These segments are generally used for promotion development and targeting. The majority of Green Bay Total visitors (6 out of 10) are presented by Lifestages without children in the household in 2011-2014. The chart to the right shows that all of Green Bay Lifestages are somewhat equally valuable to the City, however, the Maturing & Free (17%), Moderate Mature (17%), followed by Young & Free (15%) and Moderate Family (15%) lifestages contribute the most in travel party shares to Green Bay tourism.

TOTAL 2011-‐2014 (%)

0

20

40

60

80

Family (Total)

Young Family

Moderate Family

Affluent Family

No Children (Total)

Young & Free

Mature & Free

Moderate Mature

Affluent Mature

Stays Trip-‐Dollars

DKSA Lifestage DefiniIons

Lifestage Head of HH Age (years)

HH Income

Children <18 in HH

Young & Free 18-‐34 Any No

Young Family 18-‐34 Any Yes

Mature & Free 35-‐54 Any No

Moderate Family 35-‐54 Under $75K Yes

Affluent Family 35-‐54 $75K+ Yes

Moderate Mature 55+ Under $60K No

Affluent Mature 55+ $60K+ No

Trip Dollars: A comparison of Trip-Dollars (Direct Spending) to Stays allows for the analysis of the financial contribution a certain segment of travelers makes to a destination GLOSSARY

Demographics

Green Bay Lifestages

Most profitable segments Affluent Family Mature & Free

Affluent Mature

Least profitable segment Young Family

Moderate Family Young & Free

Moderate Mature

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Yet, visitors in the Maturing & Free (17% in Stays but 20% in Trip-Dollars), Affluent Mature (13% in Stays and 17% in Trip-Dollars) and Affluent Family (9% in Stays and 13%in Trip-Dollars) Lifestage contribute slightly more in Trip-Dollars to Green Bay’s economy than they represent in travel party shares which makes them the most profitable segments.

Where do Green Bay visitors come from? About 70% of Green Bay Total tourism is provided by in-State travelers. One out of every ten visitors come from the neighboring States of Illinois and another 5% from Michigan (but this share is steadily declining over the past three time periods – from 18% in 2005-08).

The top ten states produce 94% of Green Bay Total visitors. Green Bay draws its Total visitors from a large pool of North East regional DMAs with the top 10 DMA markets accounting for almost all Total travelers. In terms of travel parties, Green Bay attracts Total visitors from the top 3 markets Green Bay-Appleton, WI DMA (27.2%), Milwaukee, WI DMA (26.4%) and Chicago, IL DMA (8.8%). None of these DMAs contribute positively to Green Bay tourism dollars base. The only profitable DMAs are Madison, WI DMA (8% in Stays vs. 11% in Trip-Dollars), Providence, RI – New Bedford, MA DMA (2% in Stays vs. 11% in Trip-Dollars), La Crosse-Eau Claire, WI DMA (2% in Stays vs. 5% in Trip-Dollars).

Green Bay Origin DMAs TOTAL PERSON-‐STAYS 2011-‐2014 (%)

As Green Bay draws the majority of its visitors from Wisconsin and surrounding States, it is not surprising that more than 9 out of 10 of Green Bay total travelers arrive by auto, only a slightly higher share than the US. When at the destination, the majority uses a personal car (85%) or rental vehicle (9%) as primary mode of transportation. Unfortunately, barely any of Green Bay travelers take the chance to walk when within the destination.

Origin Markets

70% of Green Bay’s tourism provided by in-‐state travelers

Green Bay Top 3 Total Markets

Wisconsin (↑ 5ppt over 2008-‐11) Illinois (↑ 3ppt over 2008-‐11)

Michigan (↓ 10ppt over 2008-‐11; in steady decline)

Green Bay-‐Appleton, WI DMA Milwaukee, WI DMA

Chicago, IL DMA

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Green Bay-Appleton, WI 31.7% Milwaukee, WI 24.6% Chicago, IL 8.1% Madison, WI 6.9% Wausau-Rhinelander, WI 5.0% La Crosse-Eau Claire, WI 4.3% Marquette, MI 2.7% Minneapolis-St. Paul, MN 2.4% Peoria-Bloomington, IL 1.4% Providence, RI – New Bedford, MA 1.2%

Why do travelers visit Green Bay? Green Bay draws two-third of its for Non-Vacation (Other Leisure/Personal, Visit Friends/Relatives, Special Event) and another one-fifth visit for Vacation (Getaway Weekend – Overnight, Vacation/Getaway – Day Trip) purposes. The reasons for visiting Green Bay resemble the reasons travelers visit the average US destination. Visit Friends/Relatives (18%), Other Leisure/Personal (16%), Special Event (14%), and Sales/Purchasing (10%) are predominant reasons for travelers to visit

Green Bay but Other Leisure/Personal (22%) and Special Event (18%) travel parties are the only valuable segments with higher Trip-Dollars shares than they represent in Stays.

TOTAL PERSON-‐STAYS 2011-‐2014 (%)

0

10

20

30

U.S. Green Bay

Group Mee5ng Transient Business Getaway Weekend -‐ Night General Vaca5on -‐ Night Visit Friends/Rela5ves Special Event Conven5on, Show, Conference Medical/Health Care Seminar, Class, Training Other Leisure/Personal

Travel Purpose

Green Bay Purpose of Travel

Top Green Bay Purpose Other Leisure/Personal

Visit Friends/Rela5ves (these travelers tend to not spend as much at the des5na5on)

Special Events

Most profitable segment Other Leisure/Personal

Special Event

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How much do travelers spend on their stay in Green Bay? Total average daily spending (including transportation) by Green Bay Total visitors recovered from the dip in 2008-2011 and reached a $106 per person per day –about $16 less than travelers to the U.S. average destination. The growth over 2008-2011 can be attributed to increases in the expenditure categories of Transportation (up $14), Food & Beverage (up $3), and Lodging (up $10) rather than the small decline in Shopping (down $5) or Entertainment (down $3). The majority of the daily expenditure was spend on

Transportation (35%), Food & Beverage (21%), Shopping (15%), Entertainment & Recreation (15%), followed by Lodging (13%) and Other Expenses (2%) in Green Bay.

TOTAL PERSON-‐DAYS 2011-‐2014 (%)

0

10

20

30

40

US Green Bay

Transporta5on Food Room Shopping Entertainment Miscellaneous

$122 avg. $106 avg.

Spending

Per-‐Person-‐Per-‐Day-‐Spending

Green Bay travelers are moderate spenders,

reflec5ng the moderate average incomes

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Where do Green Bay visitors stay? Paid Hotels are by far the accommodation of choice for Green Bay visitors (63%). One-Third of Green Bay travelers stay in Mid Level and another one out of five in High-End hotels (similar shares to the average US destination). The share of travelers staying in High-End hotels gradually grew since 2005-08. Another third of Total travelers stay in private homes. Typically, those who stay with Friends/ Relatives do not contribute nearly as much in monetary value to the destination as they represent in Stays share. However,

Green Bay’s travelers contribute similar shares in Trip-Dollars (35%) as in Stays (39%). Travelers staying in High-End hotels stays are Green Bay’s only profitable accommodation segment. Naturally, Green Bay’s Overnight travelers who stay in Mid-Level and High End hotels are especially worth to target as they generate slightly higher shares of Trip-Dollars (26% and 25%, respectively) than in Stays (26% and 21%, respectively).

OVERNIGHT PERSON-‐STAYS 2011-‐2014 (%)

Paid Non-‐Hotel 0%

Non-‐Paid Lodging 36%

Other Hotel 1%

High-‐End 20%

Mid-‐Level 27%

Economy 16%

Paid Hotel 63%

AccommodaIons

Green Bay Total AccommodaIons

Those who stay in hotels, choose mainly Mid Level, followed by High End level

While visitors who stay with Friends/Rela5ves contribute

the most to Green Bay’s tourism base but the High End travelers are the only

valuable segment

15

How long do Green Bay’s visitors stay? Green Bay hosts guests steadily throughout the year. It appears less seasonal than typical Total destinations which generally peak during the summer months. Green Bay travelers are equally represented each month with a slight preference for the Winter months and July. The colder months of October and January are the only travel months to gain in visitation share over the past three time periods.

Timing

Most total travel par5es stay for a day or one night

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Half of Green Bay Total travelers stay for a day. Green Bay attracts higher share of visitors who stay one night (31%) and a slightly lower share of visitors who stay 4-7 nights (4%) than the average US destination (19% and 9%, respectively) which results in a shorter average length of stay (1.72 nights vs. 2.04 nights). Encourage longer stays of at least two nights as they are more profitable.

When do travelers visit Green Bay?

What do Green Bay visitors do? Green Bay Total travel parties have a much higher propensity to participate in the following activities than travel parties to the average US destination:

•  Professional Sports Event (added 2011) (6.1 times as high)

•  Gambling (slots, cards, horses, etc.) (2.7 times) •  Winery/ Distillery/ Brewery Tours (2.3 times) •  Service/ Volunteerism/ Charity (2.2 times) •  Funeral/ Memorial (2.0 times) •  Biking (1.6 times) •  Medical/ Health/ Doctor Visit (1.5 times) •  Business (1.5 times) •  Reunion/ Graduation (1.5 times) •  Festivals/ Fairs (state, craft, etc.) (1.3 times) •  Historic Sites (1.3 times) •  Religious/ Faith Based Conference (1.3 times) •  Museums, Art Exhibits, etc. (1.2 times) •  Movies (1.1 times)

AcIviIes

Green Bay can posi5on itself as a des5na5on for

Abrac5on Family/ Life Events

Culture and Culinary-‐based ac5vi5es

17

Nine out of ten travel parties participate in an activity when visiting Green Bay, a similar participation rate to the US average (82%).

Total travel parties who visit Green Bay participated in the following activities in 2011-2014:

1.  Visit Friends/ Relatives (added in 2011) 2.  Culinary/ Dining Experience (added in 2011) 3.  Shopping (added in 2011) 4.  Gambling (slots, cards, horses, etc.) 5.  Professional Sports Event (added 2011) 6.  Business (added 2012) 7.  Historic Sites 8.  Touring/ Sightseeing 9.  Nightlife (bar, nightclub, etc.) 10.  Museum, Art Exhibits, etc. 11.  Beach/Waterfront 12.  Parks (national, state)

Overall, the shares of all activities remained steady over the past time periods, except travel parties participating in Touring/ Sightseeing declined over the past two time periods.

It is always recommended to engage travelers in activities as those participating in any activity tend to spend more on their stay. That same is true for Green Bay. Most travelers are profitable targets, only travelers who participate in the following activities in 2011-2014 spend less in trip-dollars than they represent in travel parties:

§  Visit Friends/ Relatives §  Business §  Beach/ Waterfront §  Medical/ Health/ Doctor Visit §  Holiday Celebration §  Concert, Theater, Dance, etc. §  Reunion/Graduation §  Biking §  Funeral/ Memorial

GLOSSARY

AcIviIes

18

Compared to the average US destination, Total travel parties propensity to participate in Gambling, Festivals/Fairs, Historic Sites, Museum/Art Exhibit, Parks (National, State), Golfing increased in 2011-14 over 2008-11 a) which means that Green Bay’s travelers are more likely to participate in these activities than visitors to the average US destination

whereas Extreme/Adventure Sports, Show (Boat, Car, Home), Snow/Winter Sports, Camping, decreased in 2011-14 over 2008-11 b) which indicates that either participation among Green Bay’s travel parties declined and/or the average US destination travel party increased their participation at a much greater rate than Green Bay’s travel parties.

How do Green Bay visitors rate the City? Respondents are asked to rate their overall satisfaction with the destinations they visit and on the overall value-for-the-money the destination provides. Ratings are on a 10-point scale, where 1 is low or ‘poor’ and 10 is high or ‘excellent’.

Total visitors report not only strong satisfaction (8.6) with their Green Bay stay but also similar high value-for-the-money (8.6) average ratings in 2011-2014; both increased by 0.3 and 0.5 points, respectively, over 2008-2011. Green Bay received 78 percentage of excellent (8-10) ratings from all travelers for overall satisfaction and value-for-the-money with the destination.

TOTAL PERSON-‐STAYS 2011-‐2014 (%)

1

22

78

2

24

74

Poor (1-‐3) Fair/Good (4-‐7) Excellent (8-‐10)

US Green Bay

Value for the Money TOTAL PERSON-‐STAYS 2011-‐2014 (%)

Consistently over the past three time periods, Green Bay travelers gave more excellent and less fair ratings in the satisfaction and value than travelers to the average US destination which result in higher averages for Green Bay. Green Bay also rated higher than the average U.S. destination on attributes “Friendly/Helpful People”, “Feeling of Safety”, and “Likelihood to Recommend” (added 2012). Green Bay’s hotel sector, however, received slightly lower averages among those staying in Paid Hotel/Motels for satisfaction (8.2) and value (8.2) than the destination as a whole…just like the average US destination. Only the friendly/helpful staff service in Green Bay’s lodging industry was rated slightly higher than its satisfaction and value.

SaIsfacIon and Value

Overall SaIsfacIon

Green Bay average sa5sfac5on and value ra5ngs

consistently increased over the past three consecu5ve 5me

periods.

19

2

27

71

2

19

79

Poor (1-‐3) Fair/Good (4-‐7) Excellent (8-‐10)

US Green Bay

20

Charts and Graphs

Green Bay Year-‐End 2011-‐2014 Visitor Profile

Green Bay Share of U.S. Travel Segments

Chart 1 • Segment: 2011-‐2014 Total (%) • Green Bay N = 587 household count

0.14 0.15

0.13

0.00

Green Bay, WI MSA

Stays Person-‐Stays Person-‐Days Direct Spending

MARKET SHARE

21

Age DistribuIon: U.S. and Green Bay

Chart 2 • Segment: 2011-‐2014 Total Person-‐Stays (%) • Green Bay N = 587 household count

28

25

37

44

35

32

U.S.

Green Bay, WI MSA

18-‐34 years 35-‐54 years 55 + years

DEMOGRAPHICS

Average

47

47

22

Green Bay Avg. Party per Trip Spending by Age

Chart 3 • Segment: 2011-‐2014 Total Stays ($) • Green Bay N = 570 household count

320

259

341 341

Green Bay, WI MSA 18-‐34 years 35-‐54 years 55+ years

DEMOGRAPHICS

Average Party per Trip Spending Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.

GLOSSARY

23

Green Bay Age Comparison


25

41

34

20

45

35

18-‐34 years 35-‐54 years 55+ years

Stays Based Trip-‐Dollars Based

DEMOGRAPHICS

24

Racial DistribuIon: U.S. and Green Bay


81

90

10

6

4

0

1

0

2

2

5

2

U.S.

Green Bay, WI MSA

White Black Asian NaIve Hawaiian or other Pacific Islander NaIve American or Alaska NaIve Other/Mixed

DEMOGRAPHICS

25

Hispanic Origin: U.S. and Green Bay

Chart 6 • Segment: 2012-‐2014 Total Person-‐Stays (%) • Green Bay N = 8 household count (*use with cau5on due to low sample size)

13

2

U.S.

Green Bay, WI MSA

Hispanic, LaIno/Spanish

DEMOGRAPHICS

26

Sexual OrientaIon: U.S. and Green Bay


3

6

93

91

4

3

U.S.

Green Bay, WI MSA

Gay/Lesbian (GLBT) Heterosexual/Straight Other

DEMOGRAPHICS

27

DistribuIon of Children in Household: U.S. and Green Bay


63

56

15

15

20

30

17

24

U.S.

Green Bay, WI MSA

No Children 5 years old or younger 6-‐12 years old 13-‐17 years old

DEMOGRAPHICS

GLOSSARY Sum exceeds 100% due to multiple-children households.

28

Household Income DistribuIon: U.S. and Green Bay


35

35

19

26

15

14

18

18

14

8

U.S.

Green Bay, WI MSA

Under $50,000 $50,000 -‐ $74,999 $75,000 -‐ $99,999 $100,000-‐$149,999 $150,000+

DEMOGRAPHICS

Average

$88,504

$77,828

29

Lifestage DistribuIon: U.S. and Green Bay


15

13

13

12

17

13

8

18

11

12

12

17

19

12

U.S.

Green Bay, WI MSA

Young & Free Young Family Maturing & Free Moderate Family

Affluent Family Moderate Mature Affluent Mature

DEMOGRAPHICS

30

Green Bay Avg. Party per Trip Spending by Lifestage


320

254 266

358

235

489

294

490

Green Bay, WI MSA Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature

DEMOGRAPHICS

31

Green Bay Lifestage Comparison


15

10

17 15

9

17 13 12

8

20

11 13 16 17

Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature


DEMOGRAPHICS

32

Traveler GeneraIon DistribuIon: U.S. and Green Bay


24

21

29

29

36

41

11

10

U.S.

Green Bay, WI MSA

Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

33

Green Bay Avg. Party per Trip Spending by GeneraIon

Chart 14 • Segment: 2011-‐2014 Total Stays ($) • Grren Bay N = 570 household count

320 227

327 333

452

Green Bay, WI MSA Millennials GenXers Boomers Silent/GI

DEMOGRAPHICS

34

Green Bay Traveler GeneraIon Comparison


22 27

41

11

16

28

42

15

Millennials GenXers Boomers Silent/GI


DEMOGRAPHICS

35

LEGEND

Pacific 1.9% Mountain 1.1% West North Central 3.7% West South Central 1.0% East North Central 86.1% East South Central 0.3% New England 1.5% Middle Atlan5c 0.5% South Atlan5c 3.8%

CA

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC TN

KY IN OH

NC

SD

KS

NE

MN WI

IA IL

MO

AR MS

OK

ND OR

NV

WA

AK

PA

ME

VA

NY CT

WV MD NJ

VT NH

MA

DE

RI

HI

LA

MI

GA TX

Origin Divisions for Travel to Green Bay


TRIP ORIGIN

36

Top Origin States to Green Bay


TRIP ORIGIN

ID

AZ

UT

MT

WY

NM

CO

AL

FL

SC TN

KY IN OH

NC

SD

KS

NE

MN WI

IA IL

MO

AR MS

OK

ND OR

NV

WA

AK

PA

ME

VA

NY CT

WV MD NJ

VT NH MA

DE

RI

HI

MI

GA TX

CA LEGEND 71.4% Wisconsin

0.8% Washington

4.7% Michigan 2.5% Minnesota

9.5% Illinois

1.6% Florida 1.2% Rhode Island 1.1% California

37

0.8% South Carolina LA

Top Origin DMAs to Green Bay


TRIP ORIGIN

U.S. Green Bay, WI MSA

Green Bay-‐Appleton, WI 0.4% 31.7%

Milwaukee, WI 0.8% 24.6%

Chicago, IL 3.0% 8.1%

Madison, WI 0.4% 6.9%

Wausau-‐Rhinelander, WI 0.2% 5.0%

La Crosse-‐Eau Claire, WI 0.2% 4.3%

Marquebe, MI 0.1% 2.7%

Minneapolis-‐St. Paul, MN 1.7% 2.4%

Peoria-‐Bloomington, IL 0.2% 1.4%

Providence, RI-‐New Bedford, MA 0.5% 1.2%

Top 10 Sum 7.5% 88.3%

38

Green Bay Avg. Party per Trip Spending by Origin DMA


320

2,155

2,148

1,251

848

749

739

674

528

448

394

Green Bay, WI MSA

Los Angeles, CA

New Orleans, LA

Orlando-‐Daytona Beach-‐Melbourne, FL

Columbia, SC

Washington, DC (Hagerstown, MD)

La Crosse-‐Eau Claire, WI

Augusta, GA

SeaRle-‐Tacoma, WA

Minneapolis-‐St. Paul, MN

MarqueRe, MI

TRIP ORIGIN

39

Green Bay Avg. Party per Trip Spending by Origin DMA


320

364

307

254

212

200

187

184

182

175

75

Green Bay, WI MSA

Fort Myers-‐Naples, FL

Peoria-‐Bloomington, IL

Chicago, IL

Wausau-‐Rhinelander, WI

Boise, ID

Milwaukee, WI

Green Bay-‐Appleton, WI

Providence, RI-‐New Bedford, MA

Madison, WI

Sacramento-‐Stockton-‐Modesto, CA

TRIP ORIGIN

40

Green Bay Origin DMA Comparison


27

26

9

8

6

3

2

2

2

2

1

18

14

7

11

3

3

5

11

4

3

2

Green Bay-‐Appleton, WI

Milwaukee, WI

Chicago, IL

Madison, WI

Wausau-‐Rhinelander, WI

Peoria-‐Bloomington, IL

La Crosse-‐Eau Claire, WI

Providence, RI-‐New Bedford, MA

MarqueRe, MI

Minneapolis-‐St. Paul, MN

Augusta, GA


TRIP ORIGIN

41

Main Mode of TransportaIon: U.S. and Green Bay


7

4

88

93

5

3

U.S.

Green Bay, WI MSA

Air Auto Other

TRANSPORTATION

42

Travel Distance by Auto: U.S. and Green Bay


52

47

22

40

9

4

7

2

10

7

U.S.

Green Bay, WI MSA

100 miles or less 101-‐200 miles 201-‐300 miles 301-‐500 miles 501+ miles

TRANSPORTATION

43

Travel Distance by Air: U.S. and Green Bay


10

7

25

12

20

25

47

56

U.S.

Green Bay, WI MSA

300 miles or less 301-‐700 miles 701-‐1,000 miles 1,001+ miles

TRANSPORTATION

44

Green Bay Month Trip Started


10

5

7 7 7 9

13

7 7 10

9

11

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TRIP TIMING

45

Trip Timing by Quarter: U.S. and Green Bay


22

21

26

23

29

27

24

29

U.S.

Green Bay, WI MSA

First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

46

Green Bay Avg. Party per Trip Spending by Quarter


320

243

323

400

319

Green Bay, WI MSA First Quarter Second Quarter Third Quarter Fourth Quarter

TRIP TIMING

47

Green Bay Trip Timing Comparison by Quarter


27

21 25 27

20 19

33 29

First Quarter Second Quarter Third Quarter Fourth Quarter


TRIP TIMING

48

Trip Timing by Season: U.S. and Green Bay


22

25

24

21

31

28

23

26

U.S.

Green Bay, WI MSA

Winter Spring Summer Fall

TRIP TIMING

49

Green Bay Avg. Party per Trip Spending by Season


320

237

335

424

293

Green Bay, WI MSA Winter Spring Summer Fall

TRIP TIMING

50

Green Bay Trip Timing Comparison by Season


28 23 24 25

20 22

32 26

Winter Spring Summer Fall


TRIP TIMING

51

Purpose of Stay DistribuIon: U.S. and Green Bay


9

23

9

16

9

11

9

3

7

8

25

21

10

13

2

1

3

5

1

0

11

13

1

0

16

22

U.S.

Green Bay, WI MSA

Group MeeIng (Net) Transient Business (Net) Getaway Weekend (overnight) General VacaIon (overnight) General VacaIon (day) Visit Friends/ RelaIves Special Event ConvenIon/ Show/ Conference Medical/ Health Care Seminar/Class/ Training Other Leisure/ Personal Seminar, Class, Training Other Leisure/Personal

TRIP CHARACTERISTICS

52

Green Bay Avg. Party per Trip Spending by Purpose of Stay


320

485

881

116

309

438

259

199 192

369

297

212

Green Bay, WI MSA

Getaway Weekend (overnight)

General VacaIon (overnight)

General VacaIon (day)

Visit Friends/ RelaIves

Special Event

ConvenIon/ Show/

Conference

Medical/ Health Care

Seminar/ Class/ Training

Other Leisure/ Personal

Group Business

Transient Business


53

Green Bay Purpose of Stay Comparison


9

3

8

18 14

1 6

0

16

5

21

10 9 3

18 18

1 4

0

22

3

13

Getaway Weekend (overnight)

General VacaIon (overnight)

General VacaIon (day)

Visit Friends/ RelaIves

Special Event ConvenIon/ Show/

Conference

Medical/ Health Care

Seminar/ Class/ Training

Other Leisure/ Personal

Group Business

Transient Business



54

Travel Party ComposiIon: U.S. and Green Bay

Chart 35 • Segment: 2011-‐2014 Total Stays (%) • Green Bay N = 587 household count

45

42

30

26

6

10

6

6

13

17

U.S.

Green Bay, WI MSA

One Adult Couples MM/FF Three or More Adults Children Present


Children Present Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household. MM/FF Include either two females or two males from different households traveling together.

GLOSSARY

Average

1.89

1.97

55

Average Travel Party Size Overview: U.S. and Green Bay

Chart 36 • Segment: 2008-‐2011/2011-‐2014 Total Stays • Green Bay N = 587 household count

2.11 2.20 1.89 1.97


Q4 2008 -‐ Q3 2011 Q4 2011 -‐ Q3 2014


56

Green Bay Avg. Party per Trip Spending by Travel Party ComposiIon


320

232

335

376

492

430

Green Bay, WI MSA One Adult Couples MM/FF Three or More Adults Children Present


57

Green Bay Travel Party Comparison


42

26

10 6

17

26 25

11 15

23

One Adult Couples MM/FF Three or More Adults Children Present



58

Stay Length DistribuIon: U.S. and Green Bay


19

31

19

15

9

4

2

2

U.S.

Green Bay, WI MSA

Day Trips 1 night 2-‐3 nights 4-‐7 nights 8+ nights


Average in Days

1.29

0.97

59

Average Stay Length Overview (in days): U.S. and Green Bay

Chart 40 • Segment: 2008-‐2011/2011-‐2014 Total Stays • Green Bay N = 587 household count

1.43

1.04 1.29

0.97


Q4 2008 -‐ Q3 2011 Q4 2011 -‐ Q3 2014


60

Green Bay Avg. Party per Trip Spending by Stay Length


320

134

323

552

807

1,115

1,612

Green Bay, WI MSA Day Trips 1 night 2 nights 3 nights 4-‐7 nights 8+ nights


61

Green Bay Stay Length Comparison


50

31

11

4 4 2

24 27

18

12 12 8

Day Trips 1 night 2 nights 3 nights 4-‐7 nights 8+ nights



62

Daily Spending Per Person by Category: U.S. and Green Bay

Chart 43 • Segment: 2011-‐2014 Total Person-‐Days (%) • Green Bay N = 569 household count

32

35

23

21

13

15

11

15

3

2

U.S.

Green Bay, WI MSA

TransportaIon Food Room Shopping Entertainment Miscellaneous


Average

$122

$106

63

Green Bay AcIvity ParIcipaIon


Abrac5on 37%

• Amateur Sports (2%) • Professional Sports Event (12%) • Gambling (16%) • Night Life (8%) • Show: Boat, Car, Home (0%) • Theme/Water Park (2%) • Zoo/Aquarium (3%)

Culture 23%

• Concert, Theater, Dance (4%) • Fes5val/ Fairs (6%) • Historic Sites (9%) • Museum, Art Exhibits, etc. (7%) • Movies (6%) • Touring/Sightseeing (9%)

Family/ Life Events 28%

• Visit Friends/ Rela5ves (23%) • Holiday Celebra5on (4%) • Reunion/ Gradua5on (3%) • Wedding (2%) • Funeral/ Memorial (3%) • Personal Special Event (2%)

• Culinary/ Dining Experience (22%) • Winery/ Dis5llery/ Brewery (4%)

Nature 10%

• Beach/ Waterfront (7%) • Camping (0%) • Eco/Sustainable Travel (0%) • Wildlife Viewing (2%) • Parks: Na5onal/ State (7%)

Outdoor Sports 9%

• Boa5ng/ Sailing (2%) • Golfing (2%) • Hun5ng (0%) • Fishing (2%) • Hiking (1%) • Biking (3%) • Tennis (0%)

• Water Sports (0%) • Extreme Adventure Sports (0%) • Snow/ Winter Sports (0%)

General 39%

• Shopping (21%) • Business (12%) • Real Estate: buy/ Sell (0%) • Medical/ Health/ Doctor Visit (6%) • Service/ Volunteerism/ Charity (3%) • Religious/ Faith Based Event (2%) • Spa (0%) • Other Ac5vi5es (1%)

ACTIVITY PARTICIPATION

Liba5on and Culinary 22%

64

Top AcIviIes at the DesInaIon



GLOSSARY

U.S. Green Bay, WI MSA U.S. Green Bay, WI MSA

Visit Friends/RelaIves (general visit) 26% 23% Zoo/Aquarium 3% 3% Culinary/Dining Experience 23% 22% Wildlife Viewing (birds, whales, etc.) 3% 2% Shopping 22% 21% Theme/Amusement/Water Parks 3% 2% Gambling (slots, cards, horses, etc.) 6% 16% Amateur Sports (aRend/parIcipate) 3% 2% Professional Sports Event 2% 12% Religious/Faith Based Conference 2% 2% Business (2012+) 8% 12% Wedding 2% 2% Touring/Sightseeing 9% 9% Personal Special Event (2012+) 5% 2% Historic Sites 7% 9% Golfing 2% 2% Nightlife (bar, nightclub, etc.) 7% 8% Fishing 3% 2% Museums, Art Exhibits etc. 6% 7% BoaIng/Sailing 2% 2% Parks (naIonal/state, etc.) 7% 7% Other 4% 1% Beach/Waterfront 11% 7% Hiking 4% 1% Medical/Health/Doctor Visit 4% 6% Spa 1% 0% Movies 5% 6% Tennis 1% 0% FesIvals/Fairs (state, crat, etc.) 4% 6% Camping 2% 0% Holiday CelebraIon (Thanksgiving, July 4th etc.) 4% 4% Real Estate (buy/sell) 1% 0% Winery/DisIllery/Brewery Tours 2% 4% Show: Boat, Car, Home 1% 0% Concerts/Theatre/Dance etc. 6% 4% HunIng 1% 0% Reunion/GraduaIon 2% 3% Water Sports 2% 0% Service/Volunteerism/Charity 2% 3% Extreme/Adventure Sports 0% 0% Biking 2% 3% Snow/Winter Sports 1% 0% Funeral/Memorial 1% 3% Eco/Sustainable Travel 1% 0%

65

Green Bay AcIvity Index

Chart 46 • Segment: 2011-‐2014 Total Stays • Green Bay N = 587 household count

606

274 232 216 202

160 153 151 147 131

Professional Sports Event

Gambling (slots, cards, horses,

etc.)

Winery/ Dis5llery/

Brewery Tours

Service/ Volunteerism/

Charity

Funeral/ Memorial

Biking Medical/ Health/ Doctor

Visit

Business (2012+)

Reunion/ Gradua5on

Fes5vals/ Fairs (state, crak,

etc.)


The ac5vity index uses the U.S. to determine the average of 100 and anything above is an ac5vity that travelers in Green Bay are more likely to do than visitors to the U.S. The Index is different from the share of par5cipa5on in that it only reflects a traveler’s propensity to par5cipate in an ac5vity, rela5ve to the propensity for average U.S. des5na5ons.

U.S. AcIvity ParIcipaIon = 100

66

Green Bay Avg. Party per Trip Spending by AcIviIes


320

1,184 1,164 1,161 1,137

843 799 778

737

655 626 589 578

Green Bay, WI MSA

Snow/ Winter Sports

Tennis (2011+) Religious/ Faith Based

Conference (2011+)

Camping Zoo/ Aquarium (2011+)

Real Estate (buy/sell)

Museums, Art Exhibits

Historic Sites Service/ Volunteerism/ Charity (2011+)

Extreme/ Adventure Sports

Golfing Movies (2011+)


67

Green Bay Avg. Party per Trip Spending by AcIviIes


320

540 527 524 523 518 515 511 508 508 466 461 454

Green Bay, WI MSA


Hiking Theme/ Amusement, Water Parks

Shopping Fes5vals/ Fairs

Nightlife Winery/ Dis5llery/ Brewery Tours

Water Sports Parks (na5onal/ state)

Wedding Other Culinary/ Dining

Experience


68

Green Bay AcIvity Comparison


23

22

21

16

12

12

9

9

8

7

7

7

6

22

31

38

17

22

6

11

20

13

18

11

7

3

Visit Friends/RelaIves (general visit)

Culinary/Dining Experience

Shopping

Gambling (slots, cards, horses, etc.)


Business (2012+)

Touring/Sightseeing

Historic Sites

Nightlife (bar, nightclub, etc.)

Museums, Art Exhibits etc.

Parks (naIonal/state, etc.)

Beach/Waterfront

Medical/Health/Doctor Visit



69

Green Bay AcIvity Comparison


6

6

4

4

4

3

3

3

3

3

2

2

2

10

10

4

6

3

1

6

1

1

8

3

4

3

Movies

FesIvals/Fairs (state, crat, etc.)

Holiday CelebraIon (Thanksgiving, July 4th etc.)

Winery/DisIllery/Brewery Tours

Concerts/Theatre/Dance etc.

Reunion/GraduaIon

Service/Volunteerism/Charity

Biking

Funeral/Memorial (2011-‐2012)

Zoo/Aquarium

Wildlife Viewing (birds, whales, etc.)

Theme/Amusement/Water Parks

Amateur Sports (aRend/parIcipate)



70

AccommodaIon Type: U.S. and Green Bay

Chart 51 • Segment: 2011-‐2014 Overnight Stays (%) • Green Bay N = 367 household count

52

63

10

0

U.S.

Green Bay, WI MSA

Hotel Other Paid Non-‐Hotel Friend/RelaIve's Home (NP) (2012+) Other Overnight

ACCOMMODATION

71

Green Bay Avg. Party per Trip Spending by AccommodaIon Type

Chart 52 • Segment: 2011-‐2014 Overnight Stays ($) • Green Bay N = 349 household count

320

592

1,947

420

Green Bay, WI MSA Hotel/Motel Other Paid Non-‐Hotel Friend/RelaIve's Home (2012+) (NP)

Other Overnight

ACCOMMODATION

72

Green Bay AccommodaIon Type Comparison

Chart 53 • Segment: 2011-‐2014 Overnight (%) • Green Bay N = 367 household count

59

0

37

3

64

1

35

0

Hotel Other Paid Non-‐Hotel Friend/RelaIve's Home (2012+) (NP) Other Overnight


ACCOMMODATION

73

Satisfaction and Value ratings may be combined into a matrix which places each destination in the location where Satisfaction and Value intersect. Destinations or segments fall into one of four quadrants. Those that are in the High Satisfaction/ High Value quadrant have the most loyal visitors. Those visitors are most likely not only to return, but they are likely to spend more, as well as provide invaluable word-of-mouth recommendations. The graph to the left shows these data for Green Bay and its segment as well as the US average.

Green Bay RaIngs

Chart 54 • Segment: 2008-‐2011/2011-‐2014 Total Person-‐Stays (%) • Green Bay N = 587 household count

PERFORMANCE RATINGS

U.S.

Green Bay

50

55

60

65

70

75

80

85

90

95

100

50 55 60 65 70 75 80 85 90 95 100

Excellent Satisfaction (8-10)

Exce

llent

Val

ue (8

-10)

Data Year:

Q4 2008 – Q3 2011 Q4 2011 – Q3 2014

U.S.

Low SaIsfacIon Low Value

High SaIsfacIon High Value

Low SaIsfacIon High Value

High SaIsfacIon Low Value

74

Green Bay

75

Appendix

The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the population. Percentage Findings in Report or Data Tables as follows:

StaIsIcal References

Confidence Interval

The chart below compares two proportions from different samples for statistical significance. Instructions: Enter the proportion for each sample and sample size in the appropriate cells in the data input section, using the Z Score Table, compare the resulting Z score with the Z score corresponding to your desired confidence level. If the resulting Z score is greater than the table Z score, the difference between the two proportions is statistically significant. If the resulting Z score is lower, there is no significant difference.

Significance TesIng

Example: If the auto travel finding for Total travel to Green Bay MSA, WI is 93% in Q4 2011 - Q3 2014 and the sample size is 587 using the chart to the right we can say that at the 90% level of confidence the proportion ranges between 91.8% and 94.2%.

Example: If the Total travel from the 18-34 years age cohort to Green Bay MSA, WI is 25% in 2011-2014 and was 29% in 2008-2011, using the chart to the right, we can say that the actual proportion change is statistically not significant since the resulting Z score (1.54) is smaller than the table Z score (-/+1.64).

Total Travel Sample Size for 2011-‐2014

At or near 2% or 98%




At or near 50%

U.S. 187,385 0.0% 0.1% 0.1% 0.1% 0.2%

Green Bay MSA, WI 587 0.7% 1.2% 1.8% 2.6% 3.4%

Data Input Sample 1 Sample 2 ResulIng Z Score Z score Confidence Level Propor5on 25.0% 29.0% (+/-‐) 1.96 95% Sample Size (n) 587 589 -‐1.54 (+/-‐) 1.64 90%

76

DKSA’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study measuring the travel behavior of US residents. DKSA contacts 50,000 distinct U.S. households monthly and has done so since 1991. DKSA is able to provide current behavior and long term trended analyses on a wide range of travel.

DKSA data are collected using an online methodology employing KnowledgePanel®, an address based sample panel offered by Knowledge Networks. The sample is drawn as a national probability sample and returns are balanced to ensure representation of the U.S. population according to the most recent U.S. Census. Key factors used for balancing are Origin State, Age, Income, Education, Gender, Ethnicity/race and return rates. The Knowledge Networks sample is used to create benchmark weights which are applied to surveys returned from other managed panels used by DKSA.

Both traveling and non-traveling households are surveyed each month enabling DKSA to generate the best estimate of travel incidence (volume) within the total U.S. population. Among those who have traveled (overnight in the past three months, and daytrips in the past month) details of their trip(s) are recorded for each month. This overlapping, repeating monthly approach boosts the observed number of trips for each travel month and controls for seasonality and telescoping biases. "Travel" is defined as either an overnight trip defined as going someplace, staying overnight and then returning home or as a day trip defined as a place away from

home and back in the same day. Respondents report travel behavior for each stay of each trip; an approach that enhances reporting for specific travel events, activities and spending.

A wide variety of general travel information is collected including travel to destinations at a city level, hotel stayed in, purpose of stay and activities, expenditures, mode of transportation, party composition, length of stay, travel agent and group tour usage, satisfaction and value ratings, and demographics, including origin markets.

Several questions are asked as open-ends to ensure that the responses are not influenced by a pre-listed set of response categories. Each respondent identifies the actual destination visited with an open-end response. This is particularly significant for obtaining accurate data for smaller cities and counties and representing total travel. This increases time and expense to accurately capture these responses but quality requires it.

Extensive coding lists are updated regularly to ensure that all data is recorded accurately. DKSA’s Quality control committee conducts bi-monthly meetings to review survey results and examine methods to maintain and improve quality control.

77

Research Methodology

Documents

Executive Summary GREEN%BAY% - Amazon Web Servicesgreen-bay.s3.amazonaws.com/digital_files/2503/2014_green_bay_vis… · An#Inside#Look#atthe#Total#Travel#Marketin# Green#Bay#MSA,#WI