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Fredericksburg/Gillespie County

VISITOR TRACKING STUDYFINAL REPORT

March, 2013

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METHODOLOGY Questionnaire and four-phase process mirrors

prior three studies for tracking purposes. 2-sided card distributed at retail & tourist locations

throughout the city. Mobile (QR code) and online invitation (via Facebook

and target emails) Results of all four phases compared to prior

tracking studies Year: Responses1999-2000 3,8132003-2004 3,7932007-2008 3,7692012-2013 + 3,746

total 4 surveys 15,121 2012-’13

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SAMPLE CHARACTERISTICS

’12-’13 Party size %

1 - 2 613 + 39

GenderWomen 64Male 36

Age Under 35 20

35 – 49 2050 + 60

’12-’13 Frequency %

First time 261 - 3 times 304 - 20 times 3020+ 14

IncomeUnder $40,00011$40K - $60K 13$60K - $100K 31over $100K 44

2012-’13

2012-’134

TRACKING SAMPLE CHARACTERISTICS

’00 ’04 ’08 ‘12

People in party % % % %1 - 2 60 60 65 613 + 40 40 35 39

GenderWomen 67 62 63 64Male 33 38 37 36

Age Under 35 20 15 15

2035 – 49 34 27 25 2050 + 46 59 60 60

’00 ’04 ’08 ‘12

Times visited % % % %First time 24 25 26 261 - 3 times 29 30 29 304 - 20 times 33 31 31 3020+ 15 14 13 14

HH Income Under $40,000 18 17 10 11 $40K - $60K 28 23 18 13 $60K - $100K 34 34 36 31 over $100K 20 26 35 44

The pattern is consistent, except the proportion with higher household incomes has increased.

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IS FREDERICKSBURG THE MAIN DESTINATION?

2000 2004 2008 2012

78% 76% 78% 80%

22% 24% 22% 20%

NO

YES

The pattern is consistent, with 80% of the visitors choosing Fredericksburg as their main destination

2012-’13

2012-’136

STAYING OVERNIGHT

2000 2004 2008 2012

59% 63% 69% 66%

41% 37% 31% 34%NO

YES

As in prior years, most visitors stay overnight

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OVERNIGHT LODGING

RV Park

With friends

B&B/Guest House

Hotel/Motel

7%

7%

38%

47%

7%

8%

39%

43%

6%

39%

43%

20122008

Lodging patterns have not changed since the previous studies

2012-’13

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LENGTH OF STAY

8 hrs or less29%

9-24 hrs17%

2 days33%

3+ days19%

not sure2%

2012-’13

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LENGTH OF STAY

2000 2004 2008 2012

23%35% 28% 29%

27%

22%

19% 17%

28% 28%34% 33%

21%15% 19% 21%

3+ days

2 days

8-24 hr

under 8 hr

Over half of the visitors stay at least two days, more than in 2000

2012-’13

VISITOR CHANGES since 2000

Income – top group ($100,000+) increased dramatically from 20% to 44%.

Gender – although women are still primary visitors (64%), the gap is narrower.

Overnight visits – a greater percent of visitors are staying overnight from 59% to 66%. 10

2012-’13

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PROFILE OF A FREQUENT VISITOR

Those who have been to Fredericksburg 4+ times represent:

44% of all visitors from San Antonio, Austin or Hill CountryThey are more likely to be: women 50-69 In higher income households Shoppers! spend an average of $545.00 looking for a great dining experience,

wildflowers, peaches, or just visiting friends. less impressed with the variety of attractions.

2012-’13

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TOP REASONS TO VISIT

Antiquing

Hiking/biking

Visiting family

Peaches

Family vacation

Wildflowers

German atmosphere

Romantic

Historic district

Historic sites, mu-seums

Eat at restaurant

Tour wineries

Shopping

10%

10%

10%

12%

17%

17%

20%

23%

25%

26%

27%

32%46%

Shopping continues to be the top motivation to visit. The wineries, historic sites and restaurants are also primary draws.

2012-’13

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TOP REASONS TO VISIT

Peaches

Family vacation

Wildflowers

German atmosphere

Romantic

Historic district

Historic sites, mu-seums

Eat at restaurant

Tour wineries

Shopping

11%

17%

18%

24%

21%

32%

23%

32%

11%

63%

10%

17%

19%

22%

21%

27%

25%

28%

24%

51%

12%

17%

17%

20%

23%

25%

26%

27%

32%

45%

20122008

Shopping is not as dominant a motivator as in prior years. Touring wineries is the only activity that has increased substantially since prior surveys.

2012-’13

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VISIT MOTIVATIONS

2000-’13

Germ

an a

tmos

pher

e

Rom

antic

Histor

ic di

stric

tHist

oric

sites

, mus

...Ea

t at r

esta

uran

tTo

ur w

iner

ies

Shop

ping

The wine industry is having a profound influence on visitors’ motivations.

2012-’13

KEY:2012=blue2000=redDirection:Positive = greenNegative = brown

Shopping is still a big draw, but it has exper-ienced significant decline.

TRACKING THE APPEAL OF SEASONAL ATTRACTIONS

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Best Quarter

2000 2004 2008 2012

Romantic Getaway

1 32% 27% 28% 34%

Wildflowers 2 44% 52% 36% 36%

Peaches 3 25% 31% 22% 27%

Shopping 3 70% 64% 61% 47%

Tour Wineries

Q 1 or 4 10% (Q4)

27% (Q4)

29% (Q1) 38% (Q1)

2012-’13

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PURCHASE PLANS:All Visitors

Average $536UNDER $10034%

$100 - $50039%

$500 - $1,00019%

OVER $1,0008%

2012-’13

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PURCHASE PLANS:Overnight Visitors

Average $665.90

UNDER $10019% $

100 - $50044%

$500 - $1,00027%

OVER $1,00010%

2012-’13

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EXPECTATIONS: Texas hospitality is top

draw

German heritage

Great stores

Fine dining

Variety of at-tractions

Unique accommo-dations

Texas Hospitality

42%

45%

43%

42%

51%

58%

37%

41%

40%

40%

41%

59%

2012

Fredericksburg continues to make the strongest impression as a place with Texas Hospitality. Chart displays only the “exceeded expectations” scores.

2012-’13

Note: this question added in 2004 survey

TOP VISITOR HOMES

2012-’1319

RANK SPEND

San Antonio 1 $410

Houston 2 $730

Dallas 3 $592

Ft. Worth/Arl. 4 $534

East Coast 5 $582

Hill Country 6 $517

Austin 7 $385

Galveston 8 $712Pasadena/ Pearland 9 $771

1

2

34

5

8

6/7

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TRACKING VISITORS’ HOMETOWN

Our top metro shares have increased from 2008 for DFW, Austin & San Antonio residents.

0%2%4%6%8%

10%12%14%16%18%20%

14%

12%

14% 14%

18%17%

14%16%

13%

16%2000 2004 2008 2012

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SOURCES OF INFORMATION

print ad

print article

brochures

internet

family

prior visit

4%

9%

9%

30%

44%

46%

10%

10%

8%

43%

50%

11%

17%

40%

42%

20122008

Word of mouth is still the best medium, and Internet sites have jumped up to the top ad source

Includes CVB, TripAdvisor,local merchants & FB sites

2012-’13

INTERNET SITES

Facebook

Trip Advisor

Fredericksburg CVB

Other Internet sites

Any Fred. Internet Site

0% 2% 4% 6% 8% 10% 12%

2%

5%

6%

7%

11%

Q1 '13Q4 '12Q3 '12Q2 '12

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Visitors conduct a range of web searches, which means all retail sites are valuable.

TOP COMMENTSPositives % of all

commentsGreat! No complaints 33% Don’t change a dang thing!

6%ConcernsRestaurant/lodging/retail

15%Keep the stores open longer

12%Parking/traffic/transportation

9%Too expensive

3%

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IMPLICATIONS FOR FUTURE MARKETING

The visitor profile remains consistent, but many visitors are now more likely to come from: higher income homes DFW, Austin and San Antonio areas.

Visitors are planning to stay longer and spend more than in prior years.

Visitors continue to enjoy their experience – especially “Texas hospitality”

Motivations for visiting are consistent – with shopping topping the list, but Winery tours are becoming a bigger draw.

Internet is the primary information source (aside from word of mouth) 24

2012-’13

IMPLICATIONS FOR FUTURE

PRODUCT DEVELOPMENT Retail mix

• Although shopping is still the top motivation to visit, the draw has declined, as visits to wineries and historic sites increases. New, distinctive retail will reinforce a key motivation to visit.

Open hours• Retail and attraction hours must expand to meet the

needs of those visitors spending several nights in the area. If present facilities do not step up, new options for late night hospitality should be found.

Signage and transportation:• As the area expands, newcomers are confused about

what to do, where to go, and how to park. Investments in clear and unique signage, maps and local transportation solutions will be greatly appreciated.

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