The Erie Canalway Trail Experience - Connecticut€¦ · New York State Canal Corporation Erie...
Transcript of The Erie Canalway Trail Experience - Connecticut€¦ · New York State Canal Corporation Erie...
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The Erie Canalway Trail
Experience
Economic Impact and Beyond
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360 miles, paved and stone dust
277 miles open to the public
234 communities
Multiple ownership
Erie Canalway Trail
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Trail History• 1960s Communities develop sections of towpath
• 1970s
• 1990s Canal Recreationway Plan
• 2000 Preservation and
Management Plan
NYS Canal
Recreation
Development Plan
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1998 to
Present
Canalway Trail Partnership
Trail Development
Common Identity
Community Engagement
Promotion
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Adopt-a-Trail
Program 45 Adopt-a-Trail groups
350 + volunteers
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3,000
volunteers
100+ events
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Maps
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Bicyclists Bring Business! Roundtables
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50 Canalway Trail
Ambassadors
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End-to-End Program
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Advocacy
Close the Gaps CampaignClose the Gaps Campaign
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Commissioned by Parks & Trails New York
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Made possible in part by funding from
New York State Canal Corporation
Erie Canalway National Heritage Corridor
Quantitative and qualitative research conducted by
Paul A. Scipione, Ph.D. Professor Emeritus and Director Survey/Research Center
Jones School of Business
State University of New York at Geneseo
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Why did we do the
study?• Provide comprehensive data on trail usage
and economic impact
• Confirm anecdotal belief of ECT as an
important contributor to Upstate economy
• Establish benchmark and methodology for
future surveys
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How did we do the study?
• Trail Counts – annual visitation
• Trail User Surveys
Visitor spending per trip
Demographics, preferences
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What did we learn?
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1.58 million visits per year
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• 92% live in 14 ECT counties
• 97.5 % live in 35 counties of Zone One
• 50% live within 5 miles of the ECT
Marketing Opportunity
• Large local, year-round audience
• Major opportunity for non local visitor growth
Usage is local
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$210.6 million
visitor spending per year
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Spending and Visits by Segment
Zone
Number
of Trail
Visits
% Trail
Visits
Direct
Spending ($)
%
Spending
Zone One Day 1,292,031 81.75% $34,063,632 16%
Zone One
Overnight249,152 15.77% $132,388,646 63%
Zone Two
Overnight39,152 2.48% $44,169,698 21%
TOTAL1,580,335 100% $210,621,976 100%
It’s about eating and staying overnight
• Overnight visitors (18%) = 84% of spending
• Lodging and food = 74% of spending
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What’s the impact of that
spending?
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New Money =
Zone Two Visitors
• 21% of overall spending
• $55.8 million in economic impact
• 731 jobs
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Who’s using the trail?
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Typical Trail User
• Employed, college-educated,
male cyclist
• Member of Generation X
(ages 30-49)•
• Average household income
• Spends ~$26.37/person/visit
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What do the results
suggest for future
marketing efforts?
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Capitalize on generational differences
• Learn what they want and cater to it
• Use their communication channels
Age of Trail Users
Age Cohort Percent
18-29 16%
30-49 41%
50-69 34%
70-79 7%
80+ 1%
n =378
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Promote the canal history
Trail Users by Interest in Canal
History
Response Percent
Definitely Does 35%
Does Somewhat 44%
Not at all 4%
Not very well 17%
n = 497
79% expressed interest
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Engage the health care
community
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0%
10%
20%
30%
40%
50%
60%
70%
Trail Users by Primary Trail Use
All Trail Users Zone 1 Trail Users Zone 2 Trail Users
56% use for health, exercise, fitness
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0%
10%
20%
30%
40%
50%
60%
daily 3-5 times aweek
1-2 times aweek
coupletimes amonth
Once amonth
few timesa year
first time
Frequency of Trail Use
All users 18+ Zone One Trail Users 18+ Zone Two Trail Users 18+
61% -weekly use or more
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
< 30 min 30 - 60 min 60 - 120 min > 120 min
Trail Users by Time Spent on the Trail During a Typical Visit
All Trail Users Zone One Trail Users Zone Two Trail Users
51% - 30-60 minutes/visit
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Trail User by Effect of Outdoor Activities Along the
Trail Response Percent
Definitely Does 77%
Does Somewhat 22%
Not at all 0%
Not very well 2%
n = 502
Overall, outdoor activities along the trail have
had a very positive effect on me.
Positive effect on mental health
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Create and promote
cycling trips
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Trail Users by Interest in Biking Along a Significant Portion of the
Trail
Level of Interest Percent
Not at all interested 11%
Not very interested 21%
Somewhat interested 28%
Very interested 41%
n = 432
69% interested in longer bicycling trip
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Interest in Organized RidePercent
Could not at this time take such a
trip 38%
Have not taken such a trip before
but would be interested in one 42%
Have taken such a trip before and
hope to again 19%
Have taken such a trip before and
probably won't again 1%
n = 511
61% interested in organized rides
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Trail Users Not Taken
Organized Ride Before But
Interested in One
Household Income Percent
Less than $10,000 4%
$10,000 - $24,999 2%
$25,000 - $34,999 9%
$35,000 - $49,999 20%
$50,000 - $74,999 24%
$75,000 - $99,999 14%
$100,000 - $149,999 15%
$150,000 - $199,999 6%
$200,000+ 6%
n = 190
Trails Users Not Taken Organized Ride
Before But Interested in One
Age Cohort Percent
18-29 23%
30-49 50%
50-69 24%
70-79 4%
80+ 0%
n = 140
All ages and incomes
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Opportunities for lodging
establishments
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Trail Users by Lodging Preference
Lodging preference Percent
Hotels/motels 42%
B&B 36%
Campground 22%
n = 341
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Ensure communities are
bicycle friendly
Congratulations!
Simsbury
Farmington
Northampton
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Trail Users by primary trail activity
All Trail Users Zone One Trail Users Zone Two Trail Users
59% bicyclists
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Trail Users Living Less Than 5 Miles from the Trail by
Mode of Reaching Trailhead
Group Percent
Walk 22%
Bike 35%
Horseback 0%
Car, truck, van 44%
n = 268
57% walk or bike to the ECT
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ECT Vacationers –
a special market
22% of visitors = ECT Vacationers
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• Highly educated, employed, male Baby
Boomers
• 96% ECT influenced their vacation choice
• Visit the trail to bicycle with 1-3 others for > 2
hours
• Spend on average $939 per person/visit
Typical ECT Vacationers
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• Half of U.S. adults (98 million persons)
participate in adventure vacations each year
• 27 million persons have taken a bicycling
vacation in the past five years
U.S. Travel Association
Vacationers are a great potential
market
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ECT Vacationers by Household IncomePercent
Less than $10,000 0%
$10,000 - $24,999 0%
$25,000 - $34,999 3%
$35,000 - $49,999 14%
$50,000 - $74,999 19%
$75,000 - $99,999 11%
$100,000 - $149,999 28%
$150,000 - $199,999 12%
$200,000+ 12%
n = 90
ECT Vacationers have money to spend
More than half with incomes > $100,000
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How They First Found Out
About the TrailCommunication Channel Percent
Word of mouth 42%
PTNY website 28%
Internet search 21%
PTNY Guidebook 19%
Magazine 17%
Driving past 13%
NYS Canal Corporation
website 11%
Bike shop 9%
County tourism office 6%
Live by the trail 5%
Trail kiosk 4%
Signage 4%
Newspaper 4%
Tourist agency 3%
Other 12%
n = 100
How do we reach ECT
Vacationers?
Social media and
satisfied visitors
are very important
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ECT Vacationers by Trip Planning Resources
Trip Planning Resource Percent
PTNY guidebook 69%
Map 43%
Internet Search 35%
PTNY map 25%
Canal Corporation Website 17%
Other 13%
Roadside signage 8%
County tourism office 7%
Tourist agency 1%
n = 106
How do they plan their trip?
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ECT Vacationers by Trail Attributes that
Influenced Visit
Percent
Biking 76%
Natural scenery 75%
Affordability 55%
Tranquility 43%
Environmental quality 36%
n = 92
What draws vacationers to the ECT?
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Overnight Vacationers by Number of Nights StayedNumber of Nights Stayed Percent
1 night 4%
2 nights 24%
Between 3 and 6 nights 37%
Between 7 and 14 nights 29%
More than 14 nights 5%
n = 75
Overnight Vacationers by Lodging Category UtilizedLodging category Percent
Hotel/Motel 44%
B&B 35%
Campground 20%
Staying with friends or family 1%
n = 75
Lodging Preferences
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Next Step for PTNY
Cycle the Erie Canal
Marketing Campaign
• Identity Package – logo, typography, tag line
• Website
• Collateral Materials – for trade shows, Tourist
Promotion Agencies, mailings
• PR Campaign
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Ideas to Consider
• Common name and logo
• Who do you want to attract?
• National Heritage Corridor
designation
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• Day and weekend organized
tours/rides
• Lodging packages- CT B&B Bike Trail
• History-themed events
• Welcome cyclists program
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www.ptny.org