LAKE HAVASU CITY BRAND DEVELOPMENT SURVEY II MARCH 6, …

LAKE HAVASU CITY BRAND DEVELOPMENT SURVEY II

MARCH 6, 2013

1

BACKGROUND / METHODOLOGY The Prism Partnership launched an online survey to Lake Havasu City residents and visitors on

behalf of the Lake Havasu City Brand Development Task Force to test preferences for the

taglines and logos developed by North Star Brand Strategies

There were four sources of soliciting input:

An email invitation and 2 reminders were sent to list of 10,672 residents purchased from

an email list source.

An email invitation and 2 reminders were sent to list of 9,679 subscribers to the LHCCVB

newsletter.

A hyperlink to the survey was placed on the LHCCVB website

A hyperlink to the survey was placed on several LHC city websites

All avenues were supported by 2 news stories and an editorial in the Today’s News-Herald

The survey was available for participation from March 12 to March 26, 2013

We achieved 340 responses from the email list (a 3.2% response rate) and 781 from the

LHCCVB newsletter database (an 8.1% response rate). We also received 702 responses from

the LHCCVB website link,29 from the LHC city websites link, and 11 responses from committee

members. This resulted in a total of 1,862 completes

The composition of the total sample was 429 visitors and 1,434 residents

Based on the US Census data, there are 23,168 households in LHC

1,434 household responses yields a statistical margin of error of +/- 1.1% for residents

429 visitors yields an estimated margin of error of +/-2.0% for visitors

2

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

RESPONDENT PROFILE

Compared to the Visitors Study profile, the respondents from the LHC Newsletter database tend to: Come more frequently and stay more nights

Are more likely to come for special events and to enjoy the climate

More likely to stay in hotels

Although these respondents fit more of a “loyalist” profile, they are the most passionate about LHC and would tend to care more than the average visitor about the city’s branding

The residents respondents represent the full demographic spectrum, but in keeping with the community’s profile, is heavily represented by older and retired citizens

Both the large numbers and the types of respondents make these survey findings stable and projectable

4

EXECUTIVE SUMMARY

TAGLINES

“Where Fun Flows Naturally.” is strongly preferred by 65.6% of all respondents

Heavily preferred by both residents and visitors

Preferred by every age group except 25-34

Age 25-34 – tied 50%-50%

Preferred by 3 of 5 source groups

City website respondents split 50%-50%

Committee nearly tied – “fun” preferred by 45.5%

5

EXECUTIVE SUMMARY

LOGOS

With all the data considered, Logo M slightly edges out Logo X, but they are quite close

In a forced ranking, Logo M was rated #1 by 46.7% and Logo X by 38.9%

Based on attributes, Logo M leads in memorability and reflecting LHC’s personality, and Logo X leads in being appealing and reflecting a positive image of LHC. They tie in being appealing to visitors.

Logo M’s average rating on attributes was slightly higher across all audiences Particularly liked by past overnight visitors and day visitors

Logo X’s average rating on attributes was slightly lower across all audiences Liked by all visitor groups

Particularly liked by part-year residents

6

LOGO M LOGO X

EXECUTIVE SUMMARY

ACTIVITIES

The number 1 favorite activity for both residents and visitors is hiking

Other activities residents would like to see the city develop further are: auto racing, horseback riding and hiking.

Visitors would like to see the city further develop hiking, biking and hot air ballooning.

DESIRED LHC IMPROVEMENTS

Residents most want: more shopping choices, improved parks, streetlights and sidewalks

Visitors most want: a revitalized London Bridge area and more unique shops

RECEPTIVITY TO LOGO ITEMS

68% of all respondents said they would buy LHC logo branded items either for themselves or as a gift for others

52 people provided their contact information to find out about selling LHC licensed products

7

RESPONDENT PROFILE

RESPONDENT PROFILE

9

Of the 1,863 respondents, 23% (429) are visitors and 77% (1,434) are

residents. This results in a low margin of error for both groups; +/- 2.0% for

visitors and +/- 1.1% for residents.

47.2% (879)

4.8% (90) 4.8%

(90) 5.6% (105)

2.0% (38)

3.9% (69)

19.2% (358)

12.5% (234)

TAGLINE TEST RESULTS

11

LAKE HAVASU CITY TAGLINES

We presented respondents with 2 taglines to choose from, exactly as

depicted below. The survey tool rotated the order of the choices to

avoid bias. After respondents chose their favorite, they were sent to the

part of the survey where they only had to view and evaluate the logo

graphics that had their favorite tagline .

12

OVERALL TAGLINE RESULTS

Lake Havasu City…Where fun flows naturally was preferred by

65.6% of all respondents, a margin of nearly 2 to 1. These are the

results of all respondents combined.

65.6%

34.1%

N=1863

BOTH VISITORS AND RESIDENTS PREFER “FUN”

13

36.5%

36.4%

28.0%

34.0%

331%

63.5

63.6%

66.0%

72.0%

66.9%

(Visited Overnight in past 12 months (234), Visited Overnight more than 12

months ago (105), Day trip (90), Full time LHC resident (879), Part year LHC

resident (358))

THE YOUNGER, THE CLOSER THE PREFERENCE

14

50.0%

46.4%

44.8%

31.6% 19.1%

50.0%

53.6%

55.2%

68.4%

80.9%

N=1863

15

LHC RESIDENTS PREFER “FUN” NO MATTER HOW LONG THEY’VE LIVED HERE

43.2%

34.8%

37.9%

30.8%

35.5%

56.8%

65.2%

62.1%

69.2%

64.5%

LAKE HAVASU CITY RESIDENTS

N=879

16

MOST GROUPS AND MAJORITY OF PEOPLE AGREE ON “FUN”

54.5%

45.5%

32.0%

68.0%

35.7%

Brand Development Committee [11 responses]

CVB Newsletter List [781 responses]

Resident List [340 responses]

CVB Website [702 responses]

LHC City Websites [29 responses]

50.0%

50.0% 33.6%

64.3%

66.4%

These results are shown by where the votes came from. Three groups

clearly prefer “Where fun flows naturally”, representing 1,822 people. Two

groups are split, representing 40 people.

TAGLINE RESULT SUMMARY

Heavily preferred by 65.6% of all respondents

Heavily preferred by both residents and visitors

Preferred by every age group except 25-34

Age 25-34 – tied 50%-50%

Preferred by 3 of 5 source groups

City website respondents split 50%-50%

Committee nearly tied – “fun” preferred by 45.5%

17

GRAPHICS

WHAT THE RESPONDENTS SAW

After the respondents picked their favorite tagline, the survey took them directly to look at and rate logos with just their favorite tagline

This avoided having respondents view 8 different combinations, and focused on the 4 graphics combined with their favorite logo

The graphics on the following slides show exactly what respondents viewed and rated in the survey

19

PLAY LIKE YOU MEAN IT.

21

LOGO M: PLAY LIKE YOU MEAN IT

22

LOGO Q: PLAY LIKE YOU MEAN IT

23

LOGO X: PLAY LIKE YOU MEAN IT

24

LOGO S: PLAY LIKE YOU MEAN IT

WHERE FUN FLOWS NATURALLY.

GRAPHICS

26

LOGO M: PLAY LIKE YOU MEAN IT

27

LOGO Q: WHERE FUN FLOWS NATURALLY

28

LOGO X: WHERE FUN FLOWS NATURALLY

29

LOGO S: WHERE FUN FLOWS NATURALLY

LOGO TEST RESULTS

After respondents chose their favorite, they were sent to the part of the

survey where they only had to view and evaluate the logo graphics that

had their favorite tagline .

31

TOTAL LOGO RESULTS

Logo S

Logo Q

Logo X

Logo M

3.9%

9.8%

38.9%

46.7%

Ranked Logo #1 Preference

Logo M was most liked, followed somewhat closely by Logo X. Logo Q

and Logo S ranked a very distant third and fourth place.

N=1863

COMPLETE LOGO RANKS

32

First

Second

Third

Fourth

Logo M was most liked, followed somewhat closely by Logo X. Logo Q

and Logo S ranked a very distant third and fourth place.

N=1863

33

LOGO ATTRIBUTES – TOP TWO BOX Top two box scores are the percentage who rated each attribute as

“very” + “extremely”. Logo M leads in memorability and reflecting LHC’s

personality, and Logo X leads in being appealing and reflecting a

positive image of LHC. They tie in being appealing to visitors.

Appealing Memorable Positive Image

LHC Personality

Appealing to Visitors

Logo M 50.1% 46.0% 50.1% 48.5% 47.0%

Logo X 51.1% 41.2% 56.0% 46.6% 47.0%

Logo Q 20.4% 19.1% 22.1% 20.4% 19.4%

Logo S 11.2% 11.2% 12.5% 11.2% 11.0%

N=1863

34

LOGO ATTRIBUTES – AVERAGE RATING These are the average ratings on the 1-5 scale. Logo M leads Logo X “by

a nose”. Logo Q and Logo S are a very distant third and fourth place.

Not at all Somewhat Not very Very Extremely

1 2 3 4 5

Logo S

Logo Q

Logo X

Logo M

2.4

2.6

3.4

3.5

2.3

2.6

3.2

3.4

2.4

2.6

3.5

3.5

2.3

2.5

3.3

3.4

2.3

2.5

3.3

3.4

Appealing to Visitors LHC Personality Positive Image Memorable Appealing

N=1863

LOGO M ATTRIBUTE RATINGS

35

This chart shows the average rating of Logo M on the attributes by the

resident and visitor groups. (Visited Overnight in past 12 months (234), Visited Overnight more

than 12 months ago (105), Day trip (90), Full time LHC resident (879), Part year LHC resident (358))

Appealing Memorable

Reflects positive

image of LHC

Reflects LHC’s

personality Makes LHC appealing

to visitors

Not at all

Somewhat

Not very

Very

LOGO X ATTRIBUTE RATINGS

36

Appealing Memorable

Reflects positive

image of LHC

Reflects LHC’s

personality Makes LHC appealing

to visitors

Not at all

Somewhat

Not very

Very

This chart shows the average rating of Logo X on the attributes by the



LOGO Q ATTRIBUTE RATINGS

37

Appealing Memorable

Reflects positive

image of LHC

Reflects LHC’s

personality

Makes LHC appealing

to visitors

Not at all

Somewhat

Not very

This chart shows the average rating of Logo Q on the attributes by the



LOGO S ATTRIBUTE RATINGS

38

Appealing Memorable

Reflects positive

image of LHC

Reflects LHC’s

personality

Makes LHC appealing

to visitors

Not at all

Somewhat

Not very

This chart shows the average rating of Logo S on the attributes by the



39

Committee (11)

LHC Newsletter

(781)

Resident List

(340)

CVB Website

(702)

City Websites

(29)

Logo M 81.9% 47.7% 48.4% 44.4% 40.0%

Logo X 18.1% 37.1% 35.9% 43.0% 33.3%

Logo Q 0.0% 10.5% 10.3% 8.2% 33.3%

Logo S 0.0% 3.3% 6.0% 3.9% 0.0%

ALL GROUPS PREFER LOGO M These results are shown by where the votes came from. All groups prefer

Logo M by varying margins. The margin was closest for those responding

on the CVB website. The margin was widest for the Branding Committee,

which clearly prefers Logo M.

40

LHC RESIDENTS OF MOST TENURES PREFER LOGO “M”

These results are shown for Lake Havasu City Residents (1,434) based on

how long they’ve lived in the city. All groups prefer Logo M by varying

margins, except those who’ve lived in the city for 3-5 years, who prefer

Logo X by a margin of 47% to 43%.

1-2 YRS 3-5 YRS 6-9 YRS 10-19 YRS

20+ YRS

Logo M 50.0% 42.9% 45.7% 46.6% 48.5%

Logo X 37.3% 47.0% 44.0% 41.1% 35.6%

Logo Q 9.6% 9.4% 5.6% 7.6% 11.3%

Logo S 2.0% 1.7% 4.3% 5.1% 3.0%

N=1434

41

OPEN-END COMMENTS ON LOGOS / TAGLINES

Misc. Suggestions / Other

Let citizens submit designs

Where are the mountains

Look outdated

I like the colors

Where's the lake

Don't like the taglines

Need better logo choices

Bad designs

Boring / generic /bland

Where's the bridge

Don't reflect LHC

I like the logos

Don't like the colors

29%

1%

1%

2%

2%

3%

3%

5%

7%

7%

8%

12%

12%

13%

Comments on Logos / Taglines

This is a summary of 708 open-ended remarks. There was a mixture of

negative and positive comments. The largest portion of comments were

about dislike for the colors in the logos, concern the logos don’t reflect

the essence of LHC and positive comments about the choices available.

A full transcript of the verbatim remarks are provided under separate

cover.

LOGO RESULT SUMMARY

With all the data considered, Logo M slightly edges out Logo X, but they are quite close

In a forced ranking, Logo M was rated #1 by 46.7% and Logo Q by 38.9%

Based on attributes, Logo M leads in memorability and reflecting LHC’s personality, and Logo X leads in being appealing and reflecting a positive image of LHC. They tie in being appealing to visitors.

Logo M’s average rating on attributes was slightly higher across all audiences Particularly liked by past overnight visitors and day visitors

Logo X’s average rating on attributes was slightly lower across all audiences Liked by all visitor groups

Particularly liked by part-year residents

42

LOGO M LOGO X

ACTIVITIES AND DESIRED

IMPROVEMENTS

44

ACTIVITIES AND SPORTS: FAVORITES 1 OF 3

These results are sorted by “Your ONE Favorite.”

N=1863

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Hiking 12.2% 25.4%

Golf 11.8% 13.0%

Fishing 11.4% 18.1%

Hot Air Ballooning 9.1% 25.0%

Auto Racing 8.5% 29.1%

Swimming 8.4% 16.9%

Kayaking 8.1% 22.5%

Biking/Cycling 6.1% 23.6%

Personal Watercraft Racing 6.0% 17.0%

Off-road racing 5.8% 21.0%

Shooting 5.5% 16.3%

Motorboat Racing 5.1% 20.8%

Horseback Riding 4.5% 27.3%

Drag Boat Racing 4.4% 23.8%

Water Skiing 4.4% 16.0%

Bowling 4.4% 9.9%

Rodeo 4.1% 18.6%

Canoeing 3.7% 23.6%

Motorcycle Racing 3.3% 16.3%

Sailing 3.2% 18.8%

The following are sports and activities available in Lake Havasu City and

the surrounding area. Please look through them, and in the first column

choose the ONE that is your personal favorite, and in the second column

choose all that you would like to see the city further develop.

RESIDENTS

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Hiking 14.8% 25.8%

Fishing 10.8% 15.1%

Swimming 9.7% 18.0%

Golf 9.1% 11.6%





Kayaking 6.5% 16.1%


Canoeing 5.6% 21.0%





Sailing 4.0% 14.0%

Shooting 3.5% 9.1%

Wakeboarding 3.2% 8.3%

Rock Hunting 3.0% 13.7%

Bowling 2.7% 7.8%





VISITORS

45


N=1863

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column] Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Wakeboarding 2.6% 12.1% Scuba Diving 2.4% 10.5%

Pickleball 2.5% 6.3% Motorcycle Racing 2.4% 9.4%

Running 2.5% 9.7% Running 2.4% 8.1%

Roller Skating 2.4% 12.8% Rodeo 1.9% 11.6%

Volleyball 2.3% 9.0% Volleyball 1.9% 8.6%

Climbing 2.1% 12.3% Frisbee (flying discs) 1.9% 7.0%

Rock Hunting 2.1% 12.1% Archery 1.9% 5.4%

RC Cars 2.1% 11.1% Hunting 1.6% 6.2%

Kite-Flying 2.0% 13.9% Horseshoes 1.6% 5.9%

RC Planes 2.0% 11.1% Hockey 1.6% 4.3%

Tennis 1.9% 8.1% Parachuting 1.3% 8.9%

Scuba Diving 1.8% 12.6% Roller Skating 1.3% 6.2%

BMX 1.8% 12.3% Skateboarding 1.3% 4.0%

Pocket Billiards/Pool 1.8% 7.1% Basketball 1.3% 3.8%

Football 1.7% 6.7% Football 1.3% 3.5%

Hockey 1.7% 5.5% Climbing 1.1% 11.3%

Basketball 1.5% 5.6% Kite-Flying 1.1% 10.5%

Archery 1.2% 12.3% Tennis 1.1% 8.1%









RESIDENTS VISITORS


46


N=1863

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column] Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Horseshoes 1.2% 7.4% Paintball 1.1% 4.8%

Parachuting 1.1% 11.1% Roller Derby 1.1% 3.8%

Paintball 1.1% 10.4% Gymnastics 1.1% 3.5%

Frisbee (flying discs) 1.1% 7.9% Pocket Billiards/Pool 0.5% 5.4%

Hunting 1.1% 6.4% Video Games 0.5% 3.8%

Skateboarding 1.0% 9.8% RC Cars 0.3% 5.9%

Roller Derby 0.9% 7.3% BMX 0.3% 5.4%

Video Games 0.8% 3.3% RC Planes 0.3% 5.1%

Gymnastics 0.8% 6.3% Pickleball 0.3% 4.3%

Racketball 0.8% 6.1% Wrestling 0.3% 3.5%

Wrestling 0.7% 2.5% Racketball 0.3% 3.2%

Boxing 0.6% 3.9% Boxing 0.0% 3.5%

Other 11.5% 6.7% Other 10.8% 4.0%

None of these 2.7% 1.3% None of these 3.0% 4.0%

RESIDENTS VISITORSThe following are sports and activities available in Lake Havasu City and





47

ACTIVITIES AND SPORTS: DEVELOPMENT WISHES – 1 OF 3

These results are sorted by “City should further develop.”

N=1863

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]



Hiking 12.2% 25.4%



Canoeing 3.7% 23.6%


Kayaking 8.1% 22.5%



Sailing 3.2% 18.8%

Rodeo 4.1% 18.6%

Fishing 11.4% 18.1%


Swimming 8.4% 16.9%

Shooting 5.5% 16.3%

RESIDENTS

The following are sports and activities available in Lake Havasu City

and the surrounding area. Please look through them, and in the

first column choose the ONE that is your personal favorite, and in

the second column choose all that you would like to see the city

further develop.

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Hiking 14.8% 25.8%



Canoeing 5.6% 21.0%


Swimming 9.7% 18.0%

Kayaking 6.5% 16.1%

Fishing 10.8% 15.1%



Sailing 4.0% 14.0%





Rodeo 1.9% 11.6%

VISITORS

The following are sports and activities available in Lake Havasu City

and the surrounding area. Please look through them, and in the first

column choose the ONE that is your personal favorite, and in the

second column choose all that you would like to see the city further

develop.

48


N=1863

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]



Kite-Flying 2.0% 13.9%

Golf 11.8% 13.0%

Roller Skating 2.4% 12.8%

Scuba Diving 1.8% 12.6%

BMX 1.8% 12.3%

Archery 1.2% 12.3%

Climbing 2.1% 12.3%



Parachuting 1.1% 11.1%

RC Cars 2.1% 11.1%

RC Planes 2.0% 11.1%

Paintball 1.1% 10.4%

Bowling 4.4% 9.9%

Skateboarding 1.0% 9.8%

Running 2.5% 9.7%

Volleyball 2.3% 9.0%

RESIDENTSThe following are sports and activities available in Lake Havasu City

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Golf 9.1% 11.6%

Climbing 1.1% 11.3%

Kite-Flying 1.1% 10.5%

Scuba Diving 2.4% 10.5%



Shooting 3.5% 9.1%

Parachuting 1.3% 8.9%

Volleyball 1.9% 8.6%


Tennis 1.1% 8.1%

Running 2.4% 8.1%

Bowling 2.7% 7.8%

Frisbee (flying discs) 1.9% 7.0%

Hunting 1.6% 6.2%

Roller Skating 1.3% 6.2%

RC Cars 0.3% 5.9%

Horseshoes 1.6% 5.9%

BMX 0.3% 5.4%

VISITORSThe following are sports and activities available in Lake Havasu City


49


N=1863

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Tennis 1.9% 8.1%

Frisbee (flying discs) 1.1% 7.9%

Horseshoes 1.2% 7.4%

Roller Derby 0.9% 7.3%

Pocket Billiards/Pool 1.8% 7.1%

Football 1.7% 6.7%

Hunting 1.1% 6.4%

Pickleball 2.5% 6.3%

Gymnastics 0.8% 6.3%

Racketball 0.8% 6.1%

Basketball 1.5% 5.6%

Hockey 1.7% 5.5%

Boxing 0.6% 3.9%

Video Games 0.8% 3.3%

Wrestling 0.7% 2.5%

Other 11.5% 6.7%

None of these 2.7% 1.3%

RESIDENTSThe following are sports and activities available in Lake Havasu City

Answer Options

Your ONE

Favorite [check

one in this

column]

City should further

develop [check all

that apply in this

column]

Archery 1.9% 5.4%

Pocket Billiards/Pool 0.5% 5.4%

RC Planes 0.3% 5.1%

Paintball 1.1% 4.8%

Pickleball 0.3% 4.3%

Hockey 1.6% 4.3%

Skateboarding 1.3% 4.0%

Video Games 0.5% 3.8%

Roller Derby 1.1% 3.8%

Basketball 1.3% 3.8%

Gymnastics 1.1% 3.5%

Boxing 0.0% 3.5%

Football 1.3% 3.5%

Wrestling 0.3% 3.5%

Racketball 0.3% 3.2%

Other 10.8% 4.0%

None of these 3.0% 4.0%

VISITORSThe following are sports and activities available in Lake Havasu City


INTEREST IN LOGO PRODUCTS

50

2.3% 2.4%

27.9% 27.6%

39.9%

N=1863

51

OPEN-END COMMENTS ON DESIRED LHC IMPROVEMENTS

This is a summary of 921 open-ended remarks by residents articulating

the changes and improvements they would like to make LHC a more fun

and vibrant place to live. A full transcript of the verbatim remarks are

provided under separate cover.

Improve Beaches

Bring More Jobs

Bring an Olive Garden / more restaurant variety

Bring a Trader Joes

Love it the way it is

Better Ads for Events

Improve Channel Area

Revitalize London Bridge / English Village area

More Family-oriented Activities

Streetlights and sidewalks

Improve the Parks / citizen access free

More Businesses

More Shopping Choices

2%

2%

2%

3%

4%

5%

5%

6%

7%

7%

7%

7%

11%

Residents: Desired Changes / Improvements to LHC

52

OPEN-END COMMENTS ON DESIRED LHC IMPROVEMENTS

This is a summary of 388 open-ended remarks by visitors articulating

the changes and improvements they would like to make LHC a more fun

and frequent vacation destination. A full transcript of the verbatim

remarks are provided under separate cover.

Larger Airport

Reasonable Hotel Rates

More Events

Better / Year-round Water Park

More Restaurant Choices

More Family-friendly Activities

Love it the way it is

More Unique Shops

More Vibrant Area Around London Bridge

2%

4%

5%

5%

6%

7%

9%

9%

10%

Visitors: Desired Changes / Improvements to LHC

OVERNIGHT VISITORS -RESPONDENT PROFILES

OVERNIGHT TRIPS TO LHC – PAST 12 MONTHS

54

18.7%

4.3%

7.0%

7.0%

20.4%

42.6%

The overnight visitors who responded to this survey are more frequent and loyal LHC visitors than the average

visitor. These visitors average 3.3 visits per year, whereas the overall average from the LHC Visitors Study is 2.4

visits per year.

N=234

NIGHTS SPENT IN LHC

55

12.2%

3.9%

5.2%

12.2%

20.0%

23.9%

22.6%

The overnight visitors who responded to this survey stay an average of 3.9 nights per visit, whereas the overall

average from the LHC Visitors Study is 3.6 nights per visit.

N=339

RECENCY OF OVERNIGHT VISIT

56

6.7%

10.5%

33.7%

49.0%

The past overnight visitors who responded to this survey have visited more recently than the general sample

from the LHC Visitors Study. More than 80% of these respondents have visited in the past 5 years, whereas only

25% had done so from the LHC Visitors Study. It makes sense that the more recent visitors would be more likely

to respond to this survey.

N=339

TRIP PURPOSE

57

14.8%

5.2%

13.6%

70.3%

21.2%

The respondents to this survey have very similar proportions for trip purpose as those in the LHC Visitors

Study. A somewhat higher percentage of these respondents come to enjoy the climate and for special events

compared to the Visitors Study sample.

0.3% 3.3%

0.3% 2.7%

7.3%

N=429

ACCOMMODATIONS

58

19.1%

3.0%

12.7%

6.4%

10.6%

0.6%

0.6%

47.0%

The respondents to this survey have very similar proportions for lodging as those in the LHC Visitors Study.

These respondents are more likely to be hotel stayers, 47.0%, compared to the Visitors Study sample 32.3%.

N=339

DAY VISITORS - RESPONDENT PROFILES

DAY VISITORS – WHY DIDN’T STAY OVERNIGHT

60

10.3% 2.3%

64.4%

23.0%

64.4% of day visitors said the reason they didn’t stay overnight was because LHC wasn’t their primary

destination. This compares very closely with the 65.8% of day visitor respondents to the Visitors Study sample

who didn’t stay overnight for the same reason.

N=90

FREQUENCY OF DAY VISITS

61

28.7%

1.1%

2.3%

1.1%

0.0%

1.1%

2.3%

48.3%

10.3%

4.6%

77.0% of day visitors have taken 1-2 day visits to LHC in the past 3 years. This compares very closely with the

75.9% of day visitor respondents to the Visitors Study sample who visited 1-2 times for day visits in the past 3

years.

N=90

HEARD OF, NEVER VISITED LHC - RESPONDENT PROFILES

HEARD OF, NEVER VISITED LHC

63

2.3%

11.4% 84.1%

84.1% of respondents to this survey who haven’t visited LHC yet say they intend to visit but haven’t gotten

around to it. This compares to only 25.1% of respondents to the Visitors Study sample who haven’t visited for

that reason. It is logical that the respondents who chose to respond to this survey are more familiar with LHC

than the general population sample.

2.3%

N=90

RESIDENTS - RESPONDENT PROFILES

RESIDENTS – LENGTH OF RESIDENCY

65

11.3%

8.3%

17.9%

13.9%

28.4%

20.3%

During the first phase of this brand research, the residents who responded were much more likely to have been

longer term residents than newer residents, with 80% having lived here 10+ years. In this survey, only 48.7% are

10+ year residents. This response shows a greater balance of newer and longer term residents.

N=1434

DEMOGRAPHICS

GENDER

67

40.1%

59.9% Female

Male

The survey sample has a gender split of 60% female and 40% male, which is a little higher female representation

than the 55%-45% female to male split that we had in the Phase I survey or in the Visitors Study.

N=1863

GENDER BY AUDIENCE

68

54.5% 62.0%

59.5%

Female

Male

57.7%

40.5%

38.0%

45.5%

43.5%

42.3%

56.5%

All the audience groups reflect a very similar gender split of approximately 60% female and 40% male.

(Visited Overnight in past 12 months (234), Visited Overnight more than 12 months

ago (105), Day trip (90), Full time LHC resident (879), Part year LHC resident (358))

AGE

69

0..1%

1.0%

5.8%

11.9%

23.5%

32.7%

24.9%

The age result is reflective of the heavy ratio of LHC residents in the sample, causing the numbers to skew older

than those in the Visitors Study, but somewhat younger than in the Phase I residents study.

N=1863

AGE BY AUDIENCE

70

The resident groups tend to be older and the visitor groups tend to be younger.



MARITAL STATUS

71

17.8%

6.6%

75.6%

This is slightly higher than the Visitors Study results for proportion that are married, but are reflective of the

heavy sample of residents that responded to this survey.

N=1863

MARITAL STATUS BY AUDIENCE

72

The resident group is more likely to be married than the visitor groups.



PROFESSION

73

21.6%

3.9%

4.2%

5.7%

0.4%

6.3%

36.3%

1.0%

11.1%

10.6%

The resident group is more likely to be retired than the visitor groups, and the heavy proportion of residents in

this study causes the overall sample to lean more heavily in this direction.

N=1863

PROFESSION BY AUDIENCE

74

The resident group is more likely to be retired than the visitor groups, whereas the visitor groups are more likely

to be professional.



HOUSEHOLD INCOME

75

11.7%

16.6%

19.7%

21.7%

25.0%

5.3%

The income distribution of all respondents is slightly toward the lower end of the income spectrum when

compared to the results of the Visitor Study, influenced by the high number of retired persons in the resident

sample.

N=1863

INCOME BY AUDIENCE

76

The resident group is more likely to have a lower income than the visitor groups, influenced by the high

proportion of retired persons in the resident group.



APPENDIX:

VERBATIM REMARKS PROVIDED UNDER

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LAKE HAVASU CITY BRAND DEVELOPMENT SURVEY II MARCH 6, …

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