State Park On-Site Visitor Survey Statewide Results 2002 - 2007

State Park On-Site State Park On-Site Visitor SurveyVisitor Survey

Statewide ResultsStatewide Results

2002 - 20072002 - 2007

AcknowledgementsAcknowledgements

State ParksState Parks

Consultation on survey design/implementationConsultation on survey design/implementation

Data collection by state park staff Data collection by state park staff

Consumer Research/Marketing Services BranchConsumer Research/Marketing Services Branch

Survey design and implementationSurvey design and implementation

Oversaw data collection and data analysis/reportsOversaw data collection and data analysis/reports

Developed and distributed site reportsDeveloped and distributed site reports

Supervised data entrySupervised data entry

Gary Job Corp Students – data entryGary Job Corp Students – data entry

Sam Houston University, Dr. Michael LauSam Houston University, Dr. Michael Lau

Statewide survey analysis and reportStatewide survey analysis and report

Site reports for 16 parksSite reports for 16 parks

Survey PurposeSurvey Purpose

• Gain understanding of state park visitors to help plan for future Gain understanding of state park visitors to help plan for future statewide and regional marketing strategies and park business statewide and regional marketing strategies and park business plansplans

– First comprehensive survey of state park visitors on a site-specific First comprehensive survey of state park visitors on a site-specific and statewide basisand statewide basis

– Previous research only during a specific season, at limited parks Previous research only during a specific season, at limited parks and sample sizes too small to analyze visitor information for each and sample sizes too small to analyze visitor information for each park (park (Duda, Spring 2001Duda, Spring 2001))

Survey TopicsSurvey Topics

• Visitor DemographicsVisitor Demographics

• Visitation and Travel PatternsVisitation and Travel Patterns

• Recreation Participation and Facility Use Recreation Participation and Facility Use

• Satisfaction with Facilities and ProgramsSatisfaction with Facilities and Programs

Survey MethodologySurvey Methodology

• Survey conducted on-site at 70 state parksSurvey conducted on-site at 70 state parks

• Survey distribution waves:Survey distribution waves:

1st wave: Nov 2002 – Oct 20031st wave: Nov 2002 – Oct 2003

22ndnd wave: June 2004 – May 2005 wave: June 2004 – May 2005

33rdrd wave: Sept 2006 – Aug 2007 wave: Sept 2006 – Aug 2007

Survey MethodologySurvey Methodology• Goal for each park was to complete 800 surveys for the year Goal for each park was to complete 800 surveys for the year

– 200 surveys per season (60 survey per week)200 surveys per season (60 survey per week)

• Simple random sampling procedures Simple random sampling procedures – Random sampling procedures explained to park staffRandom sampling procedures explained to park staff

– Distribution based on proportions reported by visitation estimatesDistribution based on proportions reported by visitation estimates

– Distribution to day/overnight and weekend/weekday visitorsDistribution to day/overnight and weekend/weekday visitors

– Monthly follow-ups with staff to track distribution and encourage random sampling Monthly follow-ups with staff to track distribution and encourage random sampling

– Spanish language surveys provided at parks where manager felt there was a needSpanish language surveys provided at parks where manager felt there was a need

• SP staff facilitated survey returns:SP staff facilitated survey returns:

– Survey drop boxes at park gateSurvey drop boxes at park gate

– Incentives provided at some parksIncentives provided at some parks

– Reminded visitors to complete the surveyReminded visitors to complete the survey

– Reminded visitors they could also mail in surveyReminded visitors they could also mail in survey

Survey ResponseSurvey Response

• Overall response rate: 24%Overall response rate: 24%

26,825 Returns / 112,486 Distributed 26,825 Returns / 112,486 Distributed

• Total surveys returned by season:Total surveys returned by season:

Winter (Dec – Feb)Winter (Dec – Feb) 4,861 4,861

Spring (Mar – May)Spring (Mar – May) 8,392 8,392

Summer (Jun – Aug)Summer (Jun – Aug) 6,083 6,083

Fall (Sep – Nov)Fall (Sep – Nov) 7,446 7,446

TotalTotal 26,82526,825

Survey ResponseSurvey Response

• Survey returns by park ranged from 100 – 1,352- Response rates 10% - 69%

• Reasons for below target distribution at some parks– Low visitation in off-season hindered distribution at some parks

• 67 parks received site reports

– 22 Seasonal reports

– 45 Annual reports (less than 30 returns per season)

Non-Response Bias TestNon-Response Bias Test

• Non-response bias may occur when respondents are systematically Non-response bias may occur when respondents are systematically different from those who do not responddifferent from those who do not respond

• Non-response test was conductedNon-response test was conducted

– Test non-response survey at 3 parksTest non-response survey at 3 parks

– Tested key variables for non-response bias: Tested key variables for non-response bias:

• Total days/nights, first-time/repeat visits, overall satisfaction, State Total days/nights, first-time/repeat visits, overall satisfaction, State Parks Pass membership, age and ethnicityParks Pass membership, age and ethnicity

• Found the effect of non-response bias was minimalFound the effect of non-response bias was minimal

Weighting the SurveyWeighting the Survey

• Weighting ensures that the sample represents the correct proportions Weighting ensures that the sample represents the correct proportions of visitors based on FY07 visitation estimates of visitors based on FY07 visitation estimates

– Survey weighted by day/overnight visitation and by seasonSurvey weighted by day/overnight visitation and by season

• Weighting also based on total visits at all parks Weighting also based on total visits at all parks

– Based on state park visitation estimates (FY07) Based on state park visitation estimates (FY07)

– Larger parks with a greater number of visitors are represented in Larger parks with a greater number of visitors are represented in the sample accordinglythe sample accordingly

What did 27,000 visitors tell What did 27,000 visitors tell us about Texas State Parks?us about Texas State Parks?

Who are our park visitors?Who are our park visitors?

Age of VisitorsAge of Visitors

• Park visitors are older (average age 47) than average Texan (43)Park visitors are older (average age 47) than average Texan (43)

• Overnight visitors (51.4) are older than day visitors (47.2)Overnight visitors (51.4) are older than day visitors (47.2)

• More overnight visitors are 55 + (44%) than day visitors (32%) More overnight visitors are 55 + (44%) than day visitors (32%)

• Age does not vary much by season – slightly higher in the fallAge does not vary much by season – slightly higher in the fall

WinterWinter SpringSpring SummerSummer FallFall

Average Age Average Age 47.047.0 47.1 47.1 46.8 46.8 48.448.4

Age 55+Age 55+ 31%31% 32% 32% 30% 30% 35%35%

Household IncomeHousehold Income

• Park visitors earn higher median household incomes than average TexanPark visitors earn higher median household incomes than average Texan

Park VisitorsPark Visitors $60,000 - $79,999$60,000 - $79,999

TexanTexan $40,000$40,000

• 20% of visitors with annual household income over $100,000 (compared to 20% of visitors with annual household income over $100,000 (compared to 11% of TX population)11% of TX population)

Under $40,000Under $40,000 24%24%

$40,000 - $59,999$40,000 - $59,999 23%23%

$60,000 - $79,999$60,000 - $79,999 19%19%

$80,000 - $99,999$80,000 - $99,999 14%14%

$100,000 or more$100,000 or more 20%20%

• There is little variation between day/overnight visitors and by seasonThere is little variation between day/overnight visitors and by season

EthnicityEthnicity• Vast majority of resident Texan park visitors are white/non-Hispanic, compared to about half of TexansVast majority of resident Texan park visitors are white/non-Hispanic, compared to about half of Texans

Other4%Hispanic

11%

White/Non-Hispanic

85%

Other15%

Hispanic37%

White/ Non-

Hispanic48%

State Park Visitor Resident Texan

• No differences in ethnicity by season

• Overnight (91%) more likely to be white/non-Hispanic than day visitors (84%)

Source: US Census, 2010 projected population

Parks with Highest Percent of Parks with Highest Percent of Hispanic VisitorsHispanic Visitors

% Hispanic % Hispanic Park Visitors in County *

Lake Casa Blanca 83% 90%

Falcon 70% 75%

Lake Corpus Christi 51% 40%

Franklin Mountains 35% 75%

Garner 27% 60%

Choke Canyon 27% 40%

Seminole Canyon 20% 40%

Balmorhea 19% 60%

Goliad 16% 40%

Source: US Census, 2000

Place of ResidencePlace of Residence

WinterWinter SpringSpring SummerSummer FallFall TotalTotal

Texas residentsTexas residents 76%76% 86%86% 92%92% 88%88% 88%88%

Out-of-state visitorsOut-of-state visitors 24%24% 14%14% 8%8% 10%10% 12%12%

• The majority of visitors are Texas residents (88%); 12% came from out-of-state

• Out-of-state visitors come to parks the most during the winter

• Out-of-state visitors more likely to be overnight visitors (17%) than day visitors (11%)

Urban vs. RuralUrban vs. Rural

WinterWinter SpringSpring SummerSummer FallFall

UrbanUrban 78%78% 78%78% 75%75% 81%81%

RuralRural 22%22% 22%22% 25%25% 19%19%

• Park visitors are slightly more likely to be from rural areas compared to the average Texan

Park Visitors 23% Rural / 77% Urban Texan 15% Rural / 85% Urban

• Fall visitors are more likely to live in urban areas compared to the other seasons

• No variation in the urban/rural residence for day and overnight visitors

Park Visitation PatternsPark Visitation Patterns

First-Time vs. Repeat VisitsFirst-Time vs. Repeat Visits(at specific park where visitors were surveyed)(at specific park where visitors were surveyed)

• 42% of visitors came to park for the first-time (58% repeat visits)42% of visitors came to park for the first-time (58% repeat visits)

- No difference between day and overnight visitors- No difference between day and overnight visitors

First Time

Visitors42%

Repeat Visitors

58%

• Slightly more repeat visitors come to the park during the fall season

Repeat visitors: Fall (61%); Winter (57%); Spring (56%); Summer (57%)

Type of Payment to Enter ParkType of Payment to Enter Park

• The majority of visitors paid the per-person priceThe majority of visitors paid the per-person price

• Nearly one-third used the State Parks PassNearly one-third used the State Parks Pass

– Overnight more likely to use SP PassOvernight more likely to use SP Pass

OvernightOvernight

VisitorsVisitors

DayDay

VisitorsVisitors

TotalTotal

Paid per-person pricePaid per-person price 50%50% 61%61% 58%58%

Used State Parks PassUsed State Parks Pass 40%40% 22%22% 28%28%

Did not pay a feeDid not pay a fee 1%1% 12%12% 8%8%

Used Youth Group PassUsed Youth Group Pass 1%1% 0%0% 0%0%

Used Parklands PassportUsed Parklands Passport

(Senior/Veteran) (Senior/Veteran)

6%6% 3%3% 4%4%

OtherOther 2%2% 2%2% 2%2%

Number of Nights/Days Number of Nights/Days Spent at ParkSpent at Park

• Day visitors average 3.1 days per yearDay visitors average 3.1 days per year

– Over one-half visited for only one dayOver one-half visited for only one day

• Overnight visitors average 3.6 nights per yearOvernight visitors average 3.6 nights per year

– One-half of overnight visitors spent 3 or more nightsOne-half of overnight visitors spent 3 or more nights

# Days/Nights# Days/Nights Day Day Overnight Overnight

11 59%59% 19%19%

22 10%10% 29%29%

3 – 53 – 5 12%12% 29%29%

6 – 106 – 10 19%19% 23%23%

MeanMean 3.13.1 3.63.6

MedianMedian 2.02.0 4.04.0

• Little variation by season

Length of Current Park Visit Length of Current Park Visit Overnight VisitorsOvernight Visitors

• Two-thirds of visitors stayed 2 or less nights for their current visitTwo-thirds of visitors stayed 2 or less nights for their current visit

• Over one-third stayed at the park 3 or more nightsOver one-third stayed at the park 3 or more nights

OvernightOvernight

VisitorsVisitors

1 night1 night 24%24%

2 nights2 nights 40%40%

3 – 5 nights3 – 5 nights 30%30%

6 or more nights6 or more nights 6%6%

MeanMean 2.22.2

MedianMedian 2.02.0

• There was little variation by season

Visits to Other State Parks or Visits to Other State Parks or Historic SitesHistoric Sites

• In addition to the park currently visited, the majority (61%) visited another In addition to the park currently visited, the majority (61%) visited another state park or historic site in the last yearstate park or historic site in the last year

– More overnight than day visitors visited other parksMore overnight than day visitors visited other parks

• There was no variation by season

Time Traveled to ParkTime Traveled to Park

• One-half of day visitors traveled one hour or less One-half of day visitors traveled one hour or less

• More than half (62%) of overnight visitors traveled 2 hours or moreMore than half (62%) of overnight visitors traveled 2 hours or more

Overnight Overnight VisitorsVisitors

Day Day VisitorsVisitors

Less than ½ hourLess than ½ hour 4%4% 24%24%

½ hour – 1 hour½ hour – 1 hour 9%9% 24%24%

1 – 2 hours1 – 2 hours 25%25% 25%25%

2 – 3 hours2 – 3 hours 19%19% 10%10%

3 – 4 hours3 – 4 hours 12%12% 6%6%

4 hours or more4 hours or more 31%31% 11%11%

• There was little variation in travel time by season

Local vs. Non-Local VisitsLocal vs. Non-Local Visits

• Most visitors to park are non-local (live 50 or more miles from the park)Most visitors to park are non-local (live 50 or more miles from the park)

• Overnight visitors are more likely to be non-local than day visitorsOvernight visitors are more likely to be non-local than day visitors

44%

56%

20%

80%

37%

63%

0%

20%

40%

60%

80%

100%

Local Non-Local

Day

Overnight

Total

How do park visitors How do park visitors contribute to local economy?contribute to local economy?

Primary Destination of TripPrimary Destination of Trip• For most visitors (66%) the park is the primary destination of their tripFor most visitors (66%) the park is the primary destination of their trip

– Overnight more likely to name park as primary destinationOvernight more likely to name park as primary destination

– Fall visitors most likely to visit park as primary destination and winter least likely

Fall (71%); Winter (60%); Spring (66%); Summer (67%)

Day Visitors Staying Day Visitors Staying Overnight in Local AreaOvernight in Local Area

• One-third of day visitors stay overnight in the local areaOne-third of day visitors stay overnight in the local area

Day VisitorsDay Visitors

Reside locally Reside locally 42%42%

Stay overnight in local areaStay overnight in local area 29%29%

Stay overnight in non-local areaStay overnight in non-local area 29%29%

Visits to Local Area AttractionsVisits to Local Area Attractions

• One-third visited attractions in the local areaOne-third visited attractions in the local area

• More overnight users visited local attractionsMore overnight users visited local attractions

• No variation by season

Park-Specific Park-Specific Survey DataSurvey Data

Choke Choke Canyon Canyon

GoliadGoliad Mother Mother NeffNeff

Non-local VisitorsNon-local Visitors 92%92% 83%83% 38%38%

Park is Primary Park is Primary Destination of TripDestination of Trip

71%71% 41%41% 76%76%

Day Visitors that stay Day Visitors that stay Overnight in Local Overnight in Local AreaArea

56%56% 31%31% 21%21%

Visit Local AttractionsVisit Local Attractions 12%12% 58%58% 16%16%

Who do visitors come Who do visitors come to the park with?to the park with?

Who Visitors Came to Park WithWho Visitors Came to Park With

• Most visitors came to the park with family/spouseMost visitors came to the park with family/spouse

– More overnight visitors came with family/spouseMore overnight visitors came with family/spouse

OvernightOvernight

VisitorVisitor

DayDay

VisitorVisitor

Family/SpouseFamily/Spouse 80%80% 68%68%

Friends Friends 20%20% 21%21%

AloneAlone 7%7% 15%15%

Youth/Scouts/SchoolYouth/Scouts/School

GroupsGroups

4%4% 2%2%

Church Group Church Group 2%2% 1%1%

OtherOther 2%2% 4%4%

• Visits with family most likely in spring and summer Winter (65%); Spring (74%); Summer (77%); Fall (68%)

Party CompositionParty Composition

• Two-thirds of visitors came to park with adults only (no children in party)Two-thirds of visitors came to park with adults only (no children in party)

• Slight variation between day and overnight visitorsSlight variation between day and overnight visitors

Adults Only Adults Only Adults with Children Adults with Children

(under age 17)(under age 17)

OvernightOvernight DayDay OvernightOvernight DayDay

1 adult/senior 1 adult/senior 7%7% 16%16% 1 adult/senior1 adult/senior 5%5% 6%6%

2 + adults/seniors2 + adults/seniors 59%59% 52%52% 2 + adults/seniors 2 + adults/seniors 29%29% 25%25%

TotalTotal 66%66% 68%68% TotalTotal 34%34% 31%31%

• Visitors without children come more during winter and fall

Fall (73%); Winter (76%); Spring (62%); Summer (57%)

Party SizeParty Size• Average party size 2.5Average party size 2.5

– 60% with parties of 2 or less people60% with parties of 2 or less people

• Party size relatively consistent between day and overnight visitorsParty size relatively consistent between day and overnight visitors

Party SizeParty Size OvernightOvernight Day Day TotalTotal

1 1 7%7% 17%17% 13%13%

22 54%54% 42%42% 47%47%

3 or more3 or more 39%39% 41%41% 40%40%

MeanMean 2.62.6 2.52.5 2.52.5

• Party size highest in the summer Winter (2.3); Spring (2.6); Summer (2.7); Fall (2.4)

What influences visitors to What influences visitors to come to state parks?come to state parks?

Sources that Influence Park VisitsSources that Influence Park Visits• Word of mouth and previous visit most common sources of influence Word of mouth and previous visit most common sources of influence

• One-quarter of visitors were influenced by TPWD communication efforts One-quarter of visitors were influenced by TPWD communication efforts (Website, SP Guide, Magazine, PBS show)(Website, SP Guide, Magazine, PBS show)

– Website and State Park Guide very important for overnight visitorsWebsite and State Park Guide very important for overnight visitors

OvernightOvernight Day Day

Word of mouthWord of mouth 30%30% 35%35%

Previous visit to the parkPrevious visit to the park 24%24% 27%27%


TPWD web siteTPWD web site 18%18% 9%9%

TPWD State Park GuideTPWD State Park Guide 14%14% 6%6%

Highway signHighway sign 2%2% 8%8%

Texas Parks & Wildlife MagazineTexas Parks & Wildlife Magazine 6%6% 4%4%

Travel guideTravel guide 4%4% 4%4%

Other Internet siteOther Internet site 2%2% 3%3%

Other state park/historic siteOther state park/historic site 4%4% 2%2%

Travel Information CenterTravel Information Center 4%4% 3%3%

TPWD PBS TV ShowTPWD PBS TV Show 1%1% 1%1%

Sources that Influence the Park VisitSources that Influence the Park VisitFirst-Time vs. Repeat VisitorsFirst-Time vs. Repeat Visitors

First Time First Time VisitorsVisitors

Repeat Repeat VisitorsVisitors

Word of mouthWord of mouth 36%36% 31%31%

TPWD web siteTPWD web site 18%18% 8%8%

State Park GuideState Park Guide 13%13% 5%5%

Texas Parks & Wildlife Texas Parks & Wildlife MagazineMagazine

5%5% 5%5%

All other sourcesAll other sources < 5%< 5% < 5%< 5%

• Word of mouth, website and State Park Guide more important for first-time visitors

Reason for Visit andReason for Visit andRecreation Activity Participation Recreation Activity Participation

Primary Reason for Visiting ParkPrimary Reason for Visiting Park“Top of Mind”“Top of Mind”

• Overnight Visitors: Camp; Relax/get awayOvernight Visitors: Camp; Relax/get away

• Day Visitors: Sightseeing/scenery; Hike/walk trailsDay Visitors: Sightseeing/scenery; Hike/walk trails

Primary Reason for Visiting Primary Reason for Visiting

OvernightOvernight

VisitorVisitor

Day Day

VisitorVisitor

Camp/ Overnight stayCamp/ Overnight stay 22%22% ------

Relax/Get away/VacationRelax/Get away/Vacation 14%14% 7%7%

Sightseeing/ScenerySightseeing/Scenery 8%8% 15%15%

Hike/Walk TrailsHike/Walk Trails 5%5% 13%13%

Travelling thru or visiting areaTravelling thru or visiting area 7%7% 5%5%

FishFish 5%5% 7%7%

Be with friends/familyBe with friends/family 5%5% 5%5%

View Wildlife/NatureView Wildlife/Nature 3%3% 4%4%

Recreation Activity ParticipationRecreation Activity Participation

Day VisitorDay Visitor Overnight VisitorOvernight Visitor

HikingHiking 20%20% 17%17%

Wildlife viewingWildlife viewing 11%11% 12%12%

SightseeingSightseeing 12%12% 6%6%

BirdwatchingBirdwatching 9%9% 9%9%

FishingFishing 9%9% 9%9%

SwimmingSwimming 6%6% 6%6%

PicnickingPicnicking 7%7% 3%3%

Nature studyNature study 5%5% 3%3%

BikingBiking 3%3% 6%6%

• Hiking was the top activity for all – Hiking occurs more during winter and fall

Winter (21%); Fall (20%); Spring (18%); Summer (15%)

• Day visitors more likely to sightsee and picnic

* Percentages based on total survey population. Some parks may not offer all activities listed.

Amenities Used at the ParkAmenities Used at the Park• Trails were used the mostTrails were used the most

• Trails and picnic areas used more by day visitorsTrails and picnic areas used more by day visitors

DayDay

VisitorsVisitors

OvernightOvernight

VisitorsVisitors

Multi-Use Trails Multi-Use Trails (Hike/bike/equestrian/nature) (Hike/bike/equestrian/nature) 31%31% 23%23%

Picnic Area/PavilionPicnic Area/Pavilion 19%19% 4%4%

Park store/snack barPark store/snack bar 10%10% 8%8%

Visitor center/Nature center/MuseumVisitor center/Nature center/Museum 9%9% 3%3%

Fishing pierFishing pier 6%6% 6%6%

Beach/Swimming AreaBeach/Swimming Area 5%5% 5%5%


PlaygroundPlayground 4%4% 4%4%

Boat rampBoat ramp 5%5% 3%3%

* Percentages based on total survey population. Some parks may not offer all the amenities listed.

Park Improvements Most DesiredPark Improvements Most Desired

DayDay Overnight Overnight

Trail improvements (signage/trail maps; more trails)Trail improvements (signage/trail maps; more trails) 11%11% 7%7%

Interpretive programs/materials needed or improvedInterpretive programs/materials needed or improved 12%12% 11%11%

Campsite improvementsCampsite improvements 8%8% 14%14%

Restroom/Shower improvementsRestroom/Shower improvements 5%5% 9%9%

Swimming pool/beach/swimming areaSwimming pool/beach/swimming area 5%5% 6%6%

Cabin/Shelter improvementsCabin/Shelter improvements 4%4% 2%2%

Fishing facility improvements (piers, fish stocking)Fishing facility improvements (piers, fish stocking) 4%4% 3%3%

PlaygroundPlayground 3%3% 5%5%

Camp store (groceries, fire wood, fuel, etc)Camp store (groceries, fire wood, fuel, etc) 3%3% 4%4%

Boating facility improvements (ramps, rentals)Boating facility improvements (ramps, rentals) 3%3% 3%3%

Organized/group activitiesOrganized/group activities 3%3% 3%3%

• Day visitors: Trail improvements; More interpretive programs• Overnight visitors: Campsite and restroom/shower improvements;

More interpretive programs

Are park visitors satisfied?Are park visitors satisfied?

Visitor SatisfactionVisitor Satisfaction• Overwhelming majority satisfied with park visit (94%)

– However only two-thirds “very satisfied”

• No difference between overnight/day visitors or by season

Visitor Satisfaction and Visitor Satisfaction and Likelihood to Return to the ParkLikelihood to Return to the Park

Likelihood of Likelihood of Visiting the Park Visiting the Park AgainAgain

VeryVery

SatisfiedSatisfied

SatisfiedSatisfied Somewhat Somewhat Satisfied / Satisfied /

Dissatisfied / Dissatisfied /

Very DissatisfiedVery Dissatisfied

Very likely/ LikelyVery likely/ Likely 92%92% 80%80% 43%43%

Unlikely/Very Unlikely/Very UnlikelyUnlikely

2%2% 5%5% 25%25%

• The degree of satisfaction has an important impact on repeat visitation

- 92% “very satisfied” visitors are likely to return

- 80% “satisfied” visitors likely to return

- 25% “somewhat satisfied/dissatisfied” visitors are unlikely to return

Reasons for DissatisfactionReasons for Dissatisfaction

Top reasons for dissatisfaction Top reasons for dissatisfaction DayDay OvernightOvernight

Shower/Restroom ImprovementsShower/Restroom Improvements 14%14% 21% 21%

Campsite ImprovementsCampsite Improvements 8% 8% 14% 14%

Trail Improvements Trail Improvements (more trails, signage/maps)(more trails, signage/maps) 9% 9% 5% 5%

General site maintenanceGeneral site maintenance 8% 8% 8% 8%

Issues related to feesIssues related to fees 3% 3% 3% 3%

Recommendations Recommendations & FY ’11 Action Items& FY ’11 Action Items

Engage More FamiliesEngage More Families

Conclusion: Conclusion: Demographics of visitors indicate need to engage more Demographics of visitors indicate need to engage more

families with childrenfamilies with children

Action: Action: Promote family-oriented programs and benefits Promote family-oriented programs and benefits

• Encourage through increased promotion of Outdoor Family, Free Fishing; Go FishEncourage through increased promotion of Outdoor Family, Free Fishing; Go Fish

• Emphasize Emphasize free entry for children under 13free entry for children under 13 in marketing materials and on website in marketing materials and on website

• Develop “Family Fun” campaign for both general market and HispanicsDevelop “Family Fun” campaign for both general market and Hispanics

- Consider grandparent/grandchildren targeted activities, programs and promotionsConsider grandparent/grandchildren targeted activities, programs and promotions

• Develop family itineraries to include on new website and in Getaways e-newsletterDevelop family itineraries to include on new website and in Getaways e-newsletter

• Partner with businesses to implement family-oriented promotionsPartner with businesses to implement family-oriented promotions

Engage Users OnlineEngage Users Online

Conclusion: Conclusion: TPWD website is the most important communication vehicle TPWD website is the most important communication vehicle

for visitors to learn about parks, especially first-time visitorsfor visitors to learn about parks, especially first-time visitors

Action: Action: Continue to enhance usability and features of new SP website Continue to enhance usability and features of new SP website

and aggressively promote and aggressively promote www.texasstateparks.orgwww.texasstateparks.org

• Enhanced interactive mapsEnhanced interactive maps

• More photos and videosMore photos and videos

• Facebook Fan pages and Twitter Facebook Fan pages and Twitter

• Provide more Spanish language web pagesProvide more Spanish language web pages

• Itineraries and more “how to” and specific activity contentItineraries and more “how to” and specific activity content

• Mobile website and mobile apps (Interpretive tours, other special features)Mobile website and mobile apps (Interpretive tours, other special features)

• Parks Near You ads targeting families with new urlParks Near You ads targeting families with new url

• Online advertising and email to 150,000 campers Online advertising and email to 150,000 campers

http://www.texasstateparks.org/

Offer and Promote More Hiking Offer and Promote More Hiking OpportunitiesOpportunities

Conclusion: Conclusion: Hiking is most popular activity for all park visitorsHiking is most popular activity for all park visitors

Action: Action: Develop strategy for promoting hiking at parksDevelop strategy for promoting hiking at parks

• Improve trail maps/signage (incorporate GPS coordinates)Improve trail maps/signage (incorporate GPS coordinates)

• Improve trail-related information on website Improve trail-related information on website

– More descriptive content and user-generated comments about trails More descriptive content and user-generated comments about trails

• Offer more guided/interpretive walks/tours, possibly “video cam” of select hikes Offer more guided/interpretive walks/tours, possibly “video cam” of select hikes

and mobile app toursand mobile app tours

• Develop hiking programs at parks:Develop hiking programs at parks:

– Geocaching; Outdoor Treasure Hunt; Walking/Trail clubsGeocaching; Outdoor Treasure Hunt; Walking/Trail clubs

• Consider targeted advertising (i.e. Backpacker magazine, Outside)Consider targeted advertising (i.e. Backpacker magazine, Outside)

Improve Customer SatisfactionImprove Customer Satisfaction

Conclusion: Conclusion: Satisfaction has important impact on repeat visits Satisfaction has important impact on repeat visits

Action:Action: Develop action plan to increase % of “very satisfied” visitorsDevelop action plan to increase % of “very satisfied” visitors

• Need more discussion on how to achieveNeed more discussion on how to achieve

– We know that park maintenance (bathroom/shower upkeep; general site We know that park maintenance (bathroom/shower upkeep; general site

maintenance) were most common reasons for dissatisfactionmaintenance) were most common reasons for dissatisfaction

• Measure customer satisfaction on an ongoing basis Measure customer satisfaction on an ongoing basis

– SP to develop system to continually collect customer feedback to assess reasons SP to develop system to continually collect customer feedback to assess reasons

for any dissatisfaction (i.e. onsite comment cards)for any dissatisfaction (i.e. onsite comment cards)

– Dedicate resources to analyze and act on customer feedback, especially park Dedicate resources to analyze and act on customer feedback, especially park

maintenance issuesmaintenance issues

Other Recommendations Other Recommendations To Be Considered in FutureTo Be Considered in Future

Expand Local Tourism PartnershipsExpand Local Tourism Partnerships

• Strengthen “value of parks” messaging to local communities and businessesStrengthen “value of parks” messaging to local communities and businesses

– Incorporate in presentations to chambers, county officials, etc.Incorporate in presentations to chambers, county officials, etc.

– Incorporate in “Getting Better” news releasesIncorporate in “Getting Better” news releases

– New edition of “Getting Better” newsletterNew edition of “Getting Better” newsletter

• Partnerships with local businesses, including:Partnerships with local businesses, including:

– Promotions such as hotels in vicinity provide guest package to include Promotions such as hotels in vicinity provide guest package to include

a parks day pass or option to donate to parksa parks day pass or option to donate to parks

– Co-op advertising in regional mediaCo-op advertising in regional media


Attract Seniors in Off-season

• Offer senior promotions and programs

- Including grandparent efforts

• Explore ROI of building new/enhanced RV facilities


Market to High-End Visitors

• Develop more high-end packaged experiences ‾ “Glamping”

‾ Premium RV facilities and services

‾ Guided backpacking trips

‾ Evening concerts

‾ Photography and art workshops


Increase Frequency of Off-Peak Day Use

• Local “outdoor clubs”, possibly as a park pass benefit

• Target flex workers and home schoolers

• Special day events by local sponsors

• “Near to Home” messaging in ads, web, and news

releases

Documents

State Park On-Site Visitor Survey Statewide Results 2002 - 2007