Download - SASSR 2012 Economic Impact Study - Final Report_final

Transcript
  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    1/38

    San Antonio Stock Show and Rodeo 2012

    Economic Impact Study

    May 2012

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    2/38

    1

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    3/38

    2

    FOREWORD.

    This research project is the outcome of a joint collaboration between the San Antonio Stock

    Show & Rodeo and Trinity University. The research work was conducted and developed as partof a Marketing & Business Research course during the spring semester of 2012. The research

    tasks, efforts and teams were coordinated by Dr. Mario Gonzalez-Fuentes, Assistant Professor

    of Marketing at the Department of Business Administration, Trinity University.

    A total of 24 students participated in every stage of the project, from the design of the

    questionnaire and the data collection efforts to the analysis and reporting of results. Their

    names (in alphabetical order) are:

    Mayra S. Adriazola Travis Halff Veronica M. Oviedo

    Tyler P. Barrett Patrick B. Herlin Samuel L. Pohl

    Emily A. Bynum Mariela Hilsaca Kyle T. Porter

    Michael J. Callanan Jaime D. Izquierdo Dominick A. Robusto

    Eliot E. Clerke Kevin S. Martin Geoffrey S. Setiawan

    Nancy I. Cook Deborah K. Mujaya Kimo R. Thorpe-Barofsky

    Sydney M. Friday Julia M. Orrange Blake D. Turner

    Jon Chiang Ya Fu Jonathan J. Osei-Kuffour Brian M. Westfall

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    4/38

    3

    TABLE OF CONTENTS

    Page #

    I. METHODOLOGY 4

    II. REPORT HIGHLIGHTS 6

    III. ECONOMIC IMPACT SAN ANTONIO STOCK SHOW & RODEO 2012 8

    3.1 Economic Impact of Patrons 9

    3.2 Economic Impact of Exhibitors 10

    3.3 Total Economic Impact: Patrons + Exhibitors 13

    IV. PARTICIPANT PROFILING 14

    4.1 Patron Profiling 144.2 Exhibitor Profiling 17

    V. INTERNET PROFILING: USERS EXPERIENCE WITH SASSR ONLINE

    MARKETING RESOURCES

    22

    A N N E X 30

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    5/38

    4

    I. METHODOLOGY.

    The main objective of this study was to calculate the economic impact generated by the San

    Antonio Stock Show & Rodeo (SASSR) on the San Antonio area (SA). For this purpose, we havedefined the potential economic impactof the event as the expected increase in general sales

    attributed to expenditure generated by participants in activities outside the Rodeo but within

    the San Antonio area1. Two main types of participants were identified: patrons and exhibitors.

    Within the latter category (exhibitors) an additional classification was used to distinguish

    among Commercial2, Horseshow and Livestock exhibitors.

    The research tool used for this project was the in-person intercept interview. For this, two types

    of questionnaires were designed, one for patrons and one for exhibitors/contestants. The

    design of these questionnaires focused in delivering a structured research tool that would not

    significantly tax the respondents memory so that a high level of accuracy of answers could be

    ensured. The intercept questionnaire is appended to this report (see Annex).

    The first set of questions in each type of questionnaire was intended to classify participants

    either as residents from the SA area or from out of town. In addition to questions pertaining to

    participants expenditures, other areas were addressed in these questionnaires so that a more

    detailed profile of participants could be extracted from the analysis. In particular, questions

    regarding their motivations for attending the event, number of times having attended SASSR in

    the past as well as the type of discount deals used for the event were included. For out-of-town

    participants, the details of their visit to San Antonio were also explored: length of stay, lodgingtype, plans to visit other attractions, etc. Finally, a section on the patrons questionnaire was

    aimed at assessing the effectiveness of the online marketing strategy used by the SASSR and to

    get an Internet-use profile from this type of participants.

    A total of 560 patrons and 398 exhibitors were surveyed, bringing the total number of useful

    observations for this study to 958. The margin of error attributable to this sample size is 5%,

    providing us with a confidence level of 95% for our estimates. The interviews were

    administered to both types of participants during 10 days, from February 17 26, successfully

    covering more than fifty per cent of the total length of the event. The data collection was

    performed at different times of the day, covering effectively morning and evening hours. In

    terms of location, interviewers were distributed so that every one of the 6 main zones of the

    1This area includes the counties of Atascosa, Bandera, Bexar, Comal, Guadalupe, Kendall, Medina and Wilson.

    2Includes Wildlife exhibitors.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    6/38

    5

    Rodeo grounds was appropriately covered: Livestock area, Horseshow area, AT&T Center and

    Courtyard, Food Court, Wildlife Expo and Family Fair3.

    Surveys answers were keypunched into a database for their analysis. The statistical package

    used for this purpose was SPSS. This software allows the researcher to easily screen out

    observations based on different characteristics (gender, from SA vs. out-of-town, etc.) so as to

    provide a more precise picture of the events participants.

    The following analysis is structured in three parts. The first deals with the estimation of the

    economic impact of the SASSR on the San Antonio Area. This estimation is presented separately

    for both types of participants (patrons and exhibitors) as well as grouped together. The second

    section examines the profile of patrons and the three types of exhibitors considered for this

    study, focusing on the main differences exhibited between those from the San Antonio area

    and those from out-of-town. Finally, a third section explores the Internet profile of patrons,

    paying special attention to the assessment of the online marketing resources and strategy usedby the SASSR from the point of view of users.

    3This included the Texas Star Marketplace at Freeman Coliseum.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    7/38

    6

    II. REPORT HIGHLIGHTS

    HIGLIGHTS FOR THE ESTIMATION OF ECONOMIC IMPACT

    The economic impact of patrons is estimated to be $68,590,085. The economic impact of SASSRs exhibitors of $95,708,316. The total economic impact estimated for the SASSR 2012 on the San Antonio area

    comes to a total of $164,298,401.

    Livestock exhibitors alone account for more than half (51.35%) of this impact.

    Participants (patrons and exhibitors) from outside the SA area contribute with almost80% (79.07%) of this impact.

    HIGHLIGHTS FOR THE PROFILING OF PARTICIPANTS

    Patrons from out-of-town seem to have a greater tendency to take advantage of specialdiscount deals.

    A potential holiday effect has been identified where patrons and exhibitors from SAcould perceive the time spent at the SASSR as some kind of holiday season, splurging

    on amenities located inside the Rodeo grounds.

    Livestock exhibitors show the largest average party size of all three exhibitor typesconsidered: almost 9 people (8.88).

    There appears to be a longer tradition of attending the SASSR among Livestock andHorseshow exhibitors than Commercial ones.

    Exhibitors from SA are more loyal to the SASSR than out-of-town ones: Out-of-townexhibitors might not perceive enough brand association between the SASSR and the city

    of San Antonio itself.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    8/38

    7

    HIGHLIGHTS FOR THE INTERNET PROFILING OF PATRONS

    Individuals with ages between 18 and 45, show the highest exposure to SASSR onlinemarketing efforts (55-60%).

    Patrons with older ages (Over 65: 88.9%) show exposure rates well above the overallaverage and that of youngest patrons (68.5%-69.4%).

    Expenditure per person in activities inside the SASSR is higher for those patrons exposedto online marketing efforts compared to those who did not get exposed.

    Younger audiences tend to adopt smartphones (18-45: 55%-61%) and tablets (19%-22%)to consult information about the SASSR more heavily than older ones: This shows the

    importance of adapting online resources and contents to a more portable and mobile

    format to cater younger patrons (18-45), who represent approximately 60% of the total.

    Among patrons who are 18-25 years old, who represent almost 20% (18.9%) of allpatrons, Living Social has a penetration (19.80%) similar to the one GroupOn exhibits for

    the overall population.

    SASSR online marketing resources score high on attributes related to their Ease-of-Useand Usefulness.

    A majority of patrons (57.6%) identify the level of customization of SASSRs onlinemarketing resources as a Fixer Upper

    An ample majority of patrons (62.5%) perceive that SASSRs resources do not possess theenough level of Interactivity to allow them interact with other patrons and, potentially, share

    their experiences.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    9/38

    8

    III. ECONOMIC IMPACT SAN ANTONIO STOCK SHOW & RODEO 2012.

    The designed questionnaires considered two major categories of expenditures:

    Expenditures outside the event, within SAo Lodging (only for out-of-town participants)o Food/Beverageso Transportation (gas, parking, taxi, etc. EXCLUDING AIRFARE)o Shoppingo Entertainment (museums, nightlife, etc.)o Miscellaneous

    Event-related expenditureso Concessionso Merchandiseo Rodeo ticketso Other

    In order to determine the economic impact of the San Antonio Stock Show & Rodeo in the San

    Antonio area (SA), the first category of expenditures was used (outside the event, within SA).

    Each respondent, regardless of whether they were from out-of-town or residents from SA, were

    asked if they would have spent the amount of money declared under this category if the Rodeo

    had not taken place at this time of year. Their answers to this question allowed us to screen out

    those expenditures that were not originated by the SASSR per se. Thus, this type ofexpenditures represents the amount of dollars people spend within the SA area as a result of

    attending the Rodeo.

    To calculate the average amount of dollars spent per visitor, every respondent was asked to

    identify the number of people he/she was responsible to pay for. In this way, we could identify

    the expected amount of dollars spent per visitorin activities outside the Rodeo and within the

    SA area. This figure was then used, along with the final count of visits received by the SASSR, to

    calculate the expected increase in aggregate regional sales attributed to the event.

    According to the numbers provided by the SASSR organization, a total of 1,510,456patron visitswere received during February 9 February 26, 2012. In terms of exhibitors/contestants, the

    figures for the three categories considered are4:

    4These numbers referred to the total number of exhibitors registered in each category. Each registered exhibitor

    may be accompanied by other people (team members, relatives, etc.) that are not counted in these figures. See

    section 3.2 for a more detailed discussion of these figures.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    10/38

    9

    650 booths for Commercial and Wildlife 5,829 Horseshow contestants 17,909 Livestock exhibitors

    3.1 Economic Impact of Patrons.

    Our surveysresults show that 65.7% of patrons visits were made by residents of the SA area,

    while the rest, 34.3%5, from out-of-town visitors. Given the thorough and random selection of

    subjects during the time period of data collection (see Methodology) these percentages show

    the likelihood of randomly selecting a resident from SA and an out-of-town visitor, respectively.

    In other words, there was a 65.7% chance that a visitor selected at random any day at the

    SASSR was identified as a resident from the SA area and, conversely, a 34.3% chance to be from

    out-of-town.

    Applying these percentages to the total number of visits (1,510,456) suggests that the number

    of visits received by the SASSR 2012 originated by residents from the SA area was

    approximately 992,369 and 518,086 from out of the SA area.

    Furthermore, 64.2% of patrons from the SA area stated that they would not have spent the

    amount of money declared in activities outside the event had they not attended the SASSR. This

    represents a total of 637,412 visits. The corresponding percentage for out-of-town patrons is

    50.0% or 259,798 visits.

    5All percentages presented in this report are statistically significant at the 95% and 99% significance level.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    11/38

    10

    Once we have screened out those patrons who would have spent the money declared in any

    case, the average expenditure per visitor on activities outside the SASSR but within the SA area

    can be estimated for both types of patrons. Each visitor from the SA area spends an average of

    $48.74. For out-of-town visits this figure is significantly greater: $144.43. Multiplying these

    average expenditures by the number of visitors determined in the previous step yields anestimate for the economic impact of patrons of $68,590,085.

    3.2 Economic Impact of Exhibitors.

    The results for exhibitors show the following distribution for out-of-town vs. residents from SA

    area participants:

    Commercial and Wildlife: 29.4% residents of SA area; 70.6% from out of town. Horseshow: 27.7% residents of SA area; 72.3% from out of town. Livestock: 28.9% residents of SA area; 71.1% from out of town.

    When asked about their intentions to spend the money declared had the event not taken place,

    the response among exhibitors from out of town was more unanimous than for those from the

    SA area. Almost all out-of-town exhibitors declared they would have not spent the money

    declared if they had not attended the SASSR. More concretely:

    Commercial and Wildlife: 98.0% (out-of-town); 68.0% (residents of SA area). Horseshow: 97.1% (out-of-town); 69.2% (residents of SA area). Livestock: 98.4% (out-of-town); 62.3% (residents of SA area).

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    12/38

    11

    Putting together these two sets of percentages, along with the total number of exhibitors

    reported by the SASSR organization, we can calculate the base totals for the estimation of the

    economic impact of exhibitors.

    The nature of the information reported by the SASSR organization about the total number of

    exhibitors/contestants participating in 2012 is different to the one reported for patrons. Inparticular for patrons, the number of visits (1,510,456) already account for different party sizes

    as well as multiple day-visits to the Rodeo grounds. In that case, there was no need to adjust

    the estimation of patrons economic impact by those factors.

    In contrast, as it was briefly noted earlier, the number of exhibitors reported by the

    organization takes into account only the registered exhibitors/contestants in each category. A

    registered exhibitor/contestant is the person whose name was used to register the animal,

    booth or team, etc. These exhibitors could be participating by themselves or, alternatively, be

    accompanied by other people (team members, relatives, etc.). For this reason, the exhibitors

    questionnaire asked the respondent to define their immediate travel party.

    In addition, since the length of an exhibitors participation in the SASSR depends on the nature

    of their exhibition, we inquired respondents about the length of time they were planning to

    exhibit and stay in the SA area.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    13/38

    12

    Thus, to calculate the economic impact of exhibitors/contestants to the SA area we need to

    apply the following formula:

    EconomicImpact

    of Exhibitors

    = # ofregistered

    exhibitors6

    x Average daily expenditureper person on activities

    outside the Rodeo

    x Average # of peopleaccompanying the

    registered exhibitor

    x Average # of daysexhibiting at the

    Rodeo

    Having screened out those exhibitors that would have spent the money declared on activities

    outside the SASSR had the event not taken place, the estimates for each element of the above

    equation yields an economic impact of SASSRs exhibitors of $95,708,316.

    6More concretely, registered exhibitors who stated they would not have spent the money declared on activities

    outside the event had the SASSR not taken place.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    14/38

    13

    3.3 Total Economic Impact: Patrons + Exhibitors.

    The total economic impact estimated for the SASSR 2012 on the San Antonio area comes to a

    total of $164,298,401. In terms of the type of participation, a slight majority of the economic

    impact comes from Exhibitors/Contestants. This type of participants is responsible for almost

    60% (58.25%) of the expected increase in regional sales attributed to the SASSR 2012. Within

    this category, Livestock exhibitors stand out as the ones showing the highest importance of the

    three categories considered. This category of exhibitors is responsible for almost 90% (88.15%)of the economic impact attributed to SASSR Exhibitors/Contestants. Furthermore, and from a

    more general perspective, Livestock exhibitors alone account for more than half (51.35%) of

    the expected increase in regional sales attributed to the event.

    Participants from outside the SA area contribute with almost 80% (79.07%) of this impact . In

    other words, approximately $4 out of every $5 of expected increase in regional sales could be

    attributed to the expenditure of visitors from outside the region. In contrast, participants who

    are residents of the SA area contribute with $1 out of every $5 or 20.93% of the economic

    impact.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    15/38

    14

    IV. PARTICIPANT PROFILING.

    This section is organized in two parts. The first part shows the most important profile features

    of patrons while the second part concentrates in the case of exhibitors/contestants. For each ofthese two categories of participants the analysis is presented separately for out-of-town vs.

    residents from SA individuals.

    4.1 Patron Profiling.

    Age and gender distribution for residents from SA area

    Age Overall Distribution Male (53%) Female (47%)

    18-25

    26-35

    36-45

    46-55

    56-65

    More than 65

    22.0%

    18.8%

    21.7%

    20.9%

    9.5%

    7.1%

    21.0%

    19.0%

    22.6%

    20.0%

    10.8%

    6.7%

    23.1%

    18.5%

    20.8%

    22.0%

    8.1%

    7.5%

    Total 100% 100.0% 100.0%

    Age and gender distribution for individuals from out-of-town

    Age Overall Distribution Male (51%) Female (49%)

    18-25

    26-35

    36-45

    46-55

    56-65

    More than 65

    13.0%

    14.6%

    26.6%

    21.4%

    17.7%

    6.8%

    11.3%

    13.4%

    25.8%

    20.6%

    20.6%

    8.2%

    14.7%

    15.8%

    27.4%

    22.1%

    14.7%

    5.3%

    Total 100.0% 100.0% 100.0%

    Both type of patrons (residents from SA and out-of-town) show similarities in gender and age-

    bracket distribution. If any, residents from SA tend to show a slightly higher concentration of

    young visitors (18-25) than patrons from out-of-town. It is worth noting that while 40.8% of

    patrons from SA have ages between 18 and 35, only 27.6% do so among patrons from out-of-

    town, showing a younger public among patrons from SA.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    16/38

    15

    Summary of most important profiling features

    Residents of SA Out-of-town

    % of total patrons 65.70% 34.30%

    Party Size 2.69 adults + 1.1 children 2.68 adults + 0.84 children

    # rodeos attended each year 1.8 0.74First time at the SASSR 51.6% 34.4%

    # of times attended SASSR 7.8 9.45

    Reason to attend SASSR (most popular)

    Livestock (46.9%) Rodeo Show (44.8%)

    Rodeo Show (41.1%) Concerts (39.9%)

    Concerts (39.9%) Carnival (31.3%)

    % that have taken advantage of deals 17.20% 27.17%

    Most popular deals (out of those who

    took advantage of deals)

    Family Days (27.3%) Dollar Days (36%)

    College Days (21.2%) Family Days (28%)

    GroupOn (15.2%) GroupOn (20%)

    Carnival Discounts (15.2%)Senior Days (15.2%)

    Length of stay 4.2 days

    % stayed in hotels/motels 51.60%

    Plan on visiting other attractions in SA 52.10%

    Most popular attractions to visit (out of

    those who plan to visit other attractions)

    Riverwalk (77%)

    Museums (29%)

    Patrons from SA visit, on average, a larger number of rodeos each year (1.8) than patrons from

    out-of-town (0.74). However, patrons from outside SA have attended the SASSR a largernumber of times (9.5) than residents (7.8).

    Concerts and Rodeo Show appear to be the SASSR activities that help attract both types of

    patrons. Other popular activities are the Livestock Exhibition among patrons from SA and

    Carnival among those patrons from outside SA.

    Patrons from out-of-town seem to have a greater tendency to take advantage of special

    discount deals. Almost 3 out of 10 patrons from outside SA (27.2%) have used at least one of

    the deals offered by the SASSR. In contrast, only 17.2% of patrons from SA have taken

    advantage of these deals. The most popular special discount deals used by patrons from out-of-

    town are Dollar Days, Family Days and GroupOn. For SA residents, the most popular deals are

    Family Days, College Days, GroupOn, Carnival Discounts and Senior Days.

    The average length of stay for a patron visiting SA from out-of-town is 4.2 days. More than half

    of them stay in hotels/motels (51.60%) and plan to visit other attractions in the city (52.1%).

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    17/38

    16

    The most popular attractions that these patrons plan to visit are the Riverwalk and museums,

    such as the Alamo, Ripleys, etc.

    Expenditure profile by category

    Residents of SA Out-of-town

    AverageConfidence Interval (95%)

    AverageConfidence Interval (95%)

    Lower Upper Lower Upper

    Expenditure in activities

    OUTSIDE SASSR$49.34 $42.92 $55.75 $133.46 $115.19 $151.73

    Lodging - - - $33.32 $26.31 $40.32

    Food/Beverages $15.55 $13.73 $17.38 $35.15 $29.62 $40.68

    Transportation $9.48 $8.44 $10.53 $22.78 $19.36 $26.20

    Shopping $14.99 $11.33 $18.65 $25.20 $18.25 $32.15

    Entertainment $7.09 $5.30 $8.87 $12.25 $8.33 $16.16

    Expenditure Rodeo-Related $89.13 $66.94 $111.32 $90.93 $77.34 $104.53Concessions $23.62 $18.94 $28.29 $24.49 $21.56 $27.42

    Merchandise $26.59 $20.42 $32.77 $35.63 $28.18 $43.07

    Rodeo Tickets $34.57 $17.42 $51.72 $24.02 $17.59 $30.46

    In terms of expenditure, the first thing worth highlighting is the opposite pattern showed by

    out-of-town and residents with regards to the levels of expenditure in activities outside the

    Rodeo vs. Rodeo-related ones. Patrons from out-of-town spend more in activities outside the

    event than in concessions, merchandise and Rodeo tickets. However, residents of SA show the

    opposite behavior, spending on average 80.6% more in Rodeo-related activities than outsidethe event. In fact, the number of dollars that each of these two types of patrons devote to

    Rodeo-related amenities is the same, around $90 per person7.

    This could be pointing out to a possible holiday effect where patrons from SA perceive the

    time spent at the SASSR as some kind of holiday season , driving them to follow behaviors

    such as the ones tourists take on holidays: splurging on amenities located in their resorts. This

    same pattern is shown by exhibitors/contestants from SA (see subsection 3.2).

    By category of expenditure, Food/Beverages and Shopping are the two most important items

    for residents of SA within activities outside the SASSR. Together they account for almost 62%(61.90%) of the average expenditure in this category. For patrons from out-of-town, Lodging

    and Food/Beverages are the two most important items within activities outside the event,

    representing 51.30% of this category.

    7The hypothesis test procedure for the difference between these two means came back as statistically significant

    at the 95% confidence level, implying there is a significant difference between these two groups of expenditures.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    18/38

    17

    With regards to expenditure in Rodeo-related activities, Rodeo Tickets ($34.57; 38.79% of this

    category) is the most important item for residents of SA while Merchandise ($35.63; 39.18% of

    this category) is the one with the highest importance for patrons from out-of-town.

    Confidence intervals are shown for every category and item. All expenditures are statistically

    significant at the 95% confidence level. This means that if this research were to be repeated,

    then 95 times out of 100 the respondents would show average expenditures in these categories

    and items within the values contained in these intervals. Wider intervals reflect higher

    variability (heterogeneity) in respondents behavior, while narrower intervals reflect more

    homogeneity.

    4.2 Exhibitor Profiling.

    As discussed earlier, three types of exhibitors are considered: Commercial (inc. Wildlife),

    Horseshow and Livestock. For each one of these types of exhibitors a brief analysis of the most

    important profile characteristics is presented in the following tables.

    The proportion of exhibitors/contestants from outside the SA area is consistent among the

    three types of exhibitors. On average, 7 out of every 10 exhibitors come from out-of-town,

    while only 3 out of 10 originate from the region.

    Livestock exhibitors show the largest party size of all three types considered, especiallyamong those from out-of-town. Approximately 9 people (8.88), on average, accompany an out-

    of-town Livestock exhibitor. Among exhibitors from the SA area, Livestock ones also present the

    largest result: 4.4 people. For the rest of exhibitors, regardless of whether they are from SA or

    from outside the region, the average party size is between 3 and 4 people.

    There appears to be a longer tradition of attending the SASSR among Livestock and

    Horseshow exhibitors than among Commercial ones. These types of participants have

    attended the SASSR, on average, more than 8 times in the past years. For some of them, as is

    the case for Horseshow contestants from the SA area, the tradition has been around for a

    longer period of time: They have attended the event, on average, 13 times in the past years.

    Location and Level of Competition seem to be the most popular reasons why

    exhibitors/contestants choose to attend the SASSR every year. However, it is worth noting that

    Location is consistently less important for out-of-town exhibitors than for residents of SA, for

    all three types of participants. As it was expected, Public Attendance is also popular among

    Commercial exhibitors, especially among those from the SA area.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    19/38

    18

    Summary of most important profiling features: Commercial + Wildlife Exhibitors

    Commercial + Wildlife

    Out-of-town Residents of SA% of category 70.60% 29.40%

    Party Size 2.98 adults + 0.61 children 3.08 adults + 0.08 children

    # of days exhibiting 12.6 16.7

    # of times attended SASSR 5.8 5.04

    Reason to attend SASSR (most popular)Location (41.7%) and Level

    of Competition (28.3%)

    Location (76%) and Public

    Attendance (28%)

    Would have instead attended Rodeo in another

    location in Texas (had SASSR not taken place)81.70% 36.00%

    % staying in SA while exhibiting 83.30%

    % stayed in hotels/motels 58.00%

    Plan on visiting other attractions in SA 58.80%

    Most popular attractions (out of those who

    plan to visit other attractions)

    Riverwalk (31.7%) and SA

    Zoo (23.1%)

    Summary of most important profiling features: Horseshow Exhibitors

    Horseshow

    Out-of-town Residents of SA

    % of category 72.30% 27.70%

    Party Size2.35 adults + 1.0 children

    2.77 adults + 0.54

    children

    # of days exhibiting 4.21 4

    # of times attended SASSR 8.5 13

    Reason to attend SASSR (most popular)Location (52.9%) and Level

    of competition (44.1%)Location (76.9%)

    Would have instead attended Rodeo in another

    location in Texas (had SASSR not taken place)64.70% 38.50%

    % staying in SA while exhibiting 76.50%

    % stayed in hotels/motels 50.10%Plan on visiting other attractions in SA 9.10%

    Most popular attractions (out of those who

    plan to visit other attractions)Riverwalk (10.3%)

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    20/38

    19

    Summary of most important profiling features: Livestock Exhibitors

    Livestock

    Out-of-town Residents of SA

    % of category 71.10% 28.90%

    Party Size 5.20 adults + 3.68children

    2.74 adults + 1.65 children

    # of days exhibiting 5.87 2

    # of times attended SASSR 9.67 8.21

    Reason to attend SASSR (most popular)

    Level of competition

    (52.4%) and Location

    (45%)

    Location (79.2%)

    Would have instead attended Rodeo in another

    location in Texas (had SASSR not taken place)70.90% 54.50%

    % staying in SA while exhibiting 87.30%

    % stayed in hotels/motels 73.00%

    Plan on visiting other attractions in SA 33.50%

    Most popular attractions (out of those who

    plan to visit other attractions)

    Riverwalk (31.3) and

    Museums (15.3%)

    The exhibitor survey included a question that was intended to indirectly measure the degree of

    loyalty that different type of participants show to the event. More precisely, we asked

    exhibitors the following question: If this rodeo were not hosted in San Antonio, would you have

    instead attended an event in another location in Texas? Their answers reveal an interesting

    pattern between exhibitors from the SA area and those from outside the region.

    Exhibitors from SA are more loyal to the SASSR than out-of-town ones.This is reinforced by

    the higher importance that exhibitors from SA show for Location as a reason to attend the

    SASSR compared to that shown by out-of-town ones. This is likely due to the fact that the out-

    of-town exhibitors are already committed to traveling for stock shows and rodeos. However,

    another potential factor is that out-of-town exhibitors might not perceive enough brand

    association between the SASSR and the city of San Antonio itself.

    A significant proportion of out-of-town exhibitors stay in the SA area while exhibiting. Livestock

    participants show the highest proportion of all. Almost 90% (87.30%) of them stay in the region

    while exhibiting. This category of participants also shows the highest propensity to stay in

    hotels/motels, approximately three quarters (73%) of them. For the other two categories of

    exhibitors, the proportion of them who stays in hotels/motels is 50.10% for Horseshow and

    58.0% for Commercial and Wildlife.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    21/38

    20

    Lastly, in terms of plans to visit other attractions while staying in SA, Commercial exhibitors

    show by far the highest tendency of all. Approximately 6 out of every 10 (58.80%) of these

    exhibitors have plans to do so. A third (33.50%) of Livestock participants shares these plans and

    less than a tenth (9.10%) of Horseshow exhibitors does so. This pattern could be partially

    associated with the planned length of stay in SA. As it was discussed earlier, Commercialexhibitors are the ones who plan to exhibit longer at the SASSR, followed by Livestock and

    Horseshow, respectively.

    The Riverwalk is the most popular attraction these exhibitors plan to visit. For Commercial

    exhibitors, the San Antonio Zoo is another popular alternative.

    Expenditure profile by category: Commercial + Wildlife

    Residents of SA Out-of-town

    Average

    Confidence Interval (95%)

    Average

    Confidence Interval (95%)

    Lower Upper Lower Upper

    Expenditure in activities

    OUTSIDE SASSR$56.44 $22.35 $90.53 $109.04 $82.79 $135.30

    Lodging - - - $27.33 $18.18 $36.48

    Food/Beverages $14.44 $7.43 $21.45 $24.76 $19.40 $30.11

    Transportation $15.36 $7.58 $23.14 $19.61 $9.75 $29.47

    Shopping $10.10 $2.40 $17.80 $19.61 $9.55 $29.67

    Entertainment $8.70 $1.43 $15.97 $8.92 $3.32 $14.53

    Expenditure Rodeo-Related $56.86 $31.51 $82.21 $52.71 $37.52 $67.91

    Concessions $19.36 $8.31 $30.41 $13.88 $8.94 $18.81

    Merchandise $30.30 $13.63 $46.97 $32.42 $19.83 $45.00Rodeo Tickets $5.80 $1.63 $13.23 $6.25 $1.50 $10.99

    In terms of expenditure, as it was advanced earlier, out-of-town and resident exhibitors

    (Livestock and Horseshow) share the same opposite pattern showed by patrons with regards to

    the levels of expenditure in activities outside the Rodeo vs. Rodeo-related ones. These results

    could potentially be reinforcing the evidence towards a holiday effect among patrons and

    exhibitors from the SA area. It is an interesting result the fact that this potential holiday

    effect is displayed by the two types of exhibitors who are engaged in competition, as

    opposed to the different nature of Commercial & Wildlife exhibitors.

    As for the case of patrons, confidence intervals are shown for every category and item. All

    expenditures are statistically significant at the 95% confidence level (except those denoted with

    the letters NS) and have the same meaning and interpretation as stated earlier.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    22/38

    21

    However, there seems to be a high degree of variability in the expenditures declared by the

    three categories of exhibitors. As a result we cannot state, with a significant level of confidence,

    which items are the most important in each of the expenditure categories considered (non-

    event related and event-related).

    Expenditure profile by category: Horseshow

    Residents of SA Out-of-town

    AverageConfidence Interval (95%)

    AverageConfidence Interval (95%)

    Lower Upper Lower Upper

    Expenditure in activities

    OUTSIDE SASSR$43.14 $25.72 $60.56 $133.03 $81.48 $184.58

    Lodging - - - $35.44 $21.24 $49.64

    Food/Beverages $15.96 $6.87 $25.06 $26.49 $17.79 $35.20

    Transportation $23.21 $10.38 $36.03 $21.92 $13.96 $29.88

    Shopping NS NS NS $36.99 $2.98 $76.95Entertainment NS NS NS $6.01 $0.82 $11.19

    Expenditure Rodeo-Related $80.24 $26.32 $134.17 $63.59 $41.00 $86.18

    Concessions $23.08 $15.03 $31.12 $23.66 $17.26 $30.05

    Merchandise $45.71 $2.89 $94.31 $23.99 $8.23 $39.75

    Rodeo Tickets $6.54 $3.28 $13.36 $11.08 $2.92 $19.24NS: Not statistically significant

    Expenditure profile by category: Livestock

    Livestock

    Residents of SA Out-of-town

    AverageConfidence Interval (95%)

    AverageConfidence Interval (95%)

    Lower Upper Lower Upper

    Expenditure in activities

    OUTSIDE SASSR$57.47 $36.45 $78.49 $124.60 $109.72 $139.49

    Lodging - - - $37.66 $31.94 $43.38

    Food/Beverages $14.92 $9.99 $19.85 $30.56 $26.29 $34.84

    Transportation $15.22 $11.58 $18.86 $26.23 $21.08 $31.37

    Shopping $10.50 $3.01 $17.99 $17.68 $12.50 $22.86

    Entertainment $6.90 $1.77 $12.03 $7.71 $4.92 $10.50

    Expenditure Rodeo-Related $104.27 $15.38 $193.17 $55.11 $46.59 $63.63

    Concessions $23.12 $9.68 $36.56 $25.32 $20.58 $30.07

    Merchandise $44.13 $5.06 $83.20 $21.82 $16.46 $27.19

    Rodeo Tickets $35.55 $2.10 $73.18 $6.05 $3.01 $9.10

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    23/38

    22

    V. PATRONS INTERNET PROFILE AND EXPERIENCE WITH SASSR ONLINE MARKETING

    RESOURCES.

    Summary of most important Internet profiling features

    Total Patrons 18-25 26-35 36-45 46-55 56-65 Over 65

    Exposure to Online Marketing efforts

    from SASSR51.61% 58.50% 55.70% 60.30% 52.50% 33.30% 23.10%

    Type of resource exposed to (% of those exposed)

    Online Ads 44.30% 56.50% 40.70% 40.50% 46.80% 26.10% 44.40%

    Search Engine Results 37.40% 40.30% 40.70% 34.20% 37.10% 43.50% 11.10%

    Online News 18.70% 16.10% 25.90% 16.50% 21.00% 13.00% 11.10%

    SASSR Website 69.20% 69.40% 68.50% 70.90% 62.90% 73.90% 88.90%

    Social Networks 27.70% 54.80% 37.00% 19.00% 17.70% 0.00% 0.00%

    Newsletter 7.30% 9.70% 9.30% 6.30% 6.50% 0.00% 11.10%

    GroupOn Deals 7.60% 3.20% 13.00% 11.40% 4.80% 4.30% 0.00%

    Type of device used (%of those exposed)

    Personal Computer 91.70% 90.30% 88.90% 89.90% 96.80% 95.70% 88.90%

    Smartphone 50.50% 54.80% 61.10% 57.00% 43.50% 21.70% 22.20%

    Tablet 16.60% 19.40% 22.20% 19.00% 11.30% 4.30% 0.00%

    Other 1.40% 0.00% 0.00% 0.00% 3.20% 4.30% 0.00%

    Participation in Social Networks (% of total)

    Facebook 71.60% 96.20% 85.60% 75.60% 58.50% 53.60% 28.20%

    Twitter 21.80% 43.40% 26.80% 23.70% 10.20% 8.70% 2.60%

    Google Plus 12.00% 19.80% 18.60% 9.90% 9.30% 4.30% 2.60%

    MySpace 5.70% 11.30% 12.40% 2.30% 3.40% 0.00% 2.60%

    YouTube 26.60% 52.80% 36.10% 19.10% 21.20% 7.20% 7.70%

    Flickr 3.40% 5.70% 5.20% 1.50% 4.20% 1.40% 0.00%

    Yelp 3.20% 3.80% 5.20% 1.50% 2.50% 2.90% 5.10%

    GroupOn 21.40% 26.40% 30.90% 25.20% 14.40% 10.10% 12.80%

    Living Social 9.60% 19.80% 12.40% 11.50% 1.70% 2.90% 5.10%

    Other 1.40% 1.90% 2.10% 0.00% 0.80% 4.30% 0.00%

    Internet Use (% of total)

    Everyday 85.90% 97.20% 93.80% 89.30% 87.30% 79.70% 30.80%

    Once every couple of days 6.40% 1.90% 4.10% 6.90% 6.80% 8.70% 17.90%

    Once per week 3.40% 0.90% 1.00% 1.50% 2.50% 5.80% 20.50%

    Once every couple of weeks 2.30% 0.00% 0.00% 0.80% 1.70% 1.40% 23.10%

    Once a month 0.70% 0.00% 1.00% 1.50% 0.00% 0.00% 2.60%

    Other 1.30% 0.00% 0.00% 0.00% 1.70% 4.30% 5.10%

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    24/38

    23

    Of all patrons surveyed, a little bit more than half (51.6%) had been exposed to the online

    marketing efforts of the SASSR. This percentage stayed relatively the same when we took into

    account whether they were residents of San Antonio or visitors. In general, those we surveyed

    were most familiar with the SASSR website followed by online advertisements. With regards to

    age, individuals with ages between 18 and 45, show the highest exposure to SASSR onlinemarketing efforts (55-60%), while those with ages 56 and older exhibit the lowest exposures

    (23%-33%). However, the opposite behavior is found in terms of exposure to the SASSR website

    (www.sarodeo.com). It appears that those patrons with older ages (Over 65: 88.9%) show

    exposure rates well above the overall average and that of youngest patrons (68.5%-69.4%).

    With regards to the distinction between patrons who were exposed to online marketing efforts

    vs. those who were not, an interesting pattern emerges when we compare the expenditures in

    activities inside the Rodeo (concessions, merchandise, rodeo tickets, etc.) for these two groupsbroken down by age-bracket. The figure above displays this comparison. Expenditure per

    person in activities inside the SASSR is higher for those patrons exposed to online marketing

    efforts compared to those who did not get exposed8. The only exception is the patrons over 65

    8More research on this issue is recommended to uncover the underlying causes of this pattern and its exceptions.

    http://www.sarodeo.com/http://www.sarodeo.com/http://www.sarodeo.com/http://www.sarodeo.com/
  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    25/38

    24

    years of age.Paradoxically, this age group has just been identified as the one with the highest

    exposure to the SASSR website.

    Most patrons were exposed to these types of marketing efforts either using their personal

    computer (91.7%) and/or their smartphone (50.5%). Here, again, the age becomes a relevant

    factor. Younger audiences tend to adopt smartphones (18-45: 55%-61%) and tablets (19%-22%)

    to consult information about the SASSR more heavily than older ones. This shows the

    importance of adapting online resources and contents to a more portable and mobile format

    to cater younger patrons (18-45), who represent approximately 60% of the total.

    From a more general perspective, the profile of patrons with respect to the use of Social

    Networks reveals that an overwhelming majority (71.60%) has a Facebook account. Other

    popular online social sites are YouTube (26.6%), Twitter (21.8%) and GroupOn (21.4%), where

    the SASSR has already an active presence. As in other characteristics, the younger patrons (18-

    35 years old) show a higher penetration than older ones on these network outfits: YouTube(36%-53%), Twitter (27%-43.4%) and GroupOn (26%-31%). It is worth noting that among

    patrons who are 18-25 years old, who represent almost 20% (18.9%) of all patrons, Living

    Social has a penetration (19.80%) similar to the one GroupOn exhibits on the overall

    population (21.4%).

    The ample majority of SASSR patrons show a highly frequent use of Internet (every day). Almost

    86% (85.9%) of patrons uses the internet with this frequency. By ages, almost all brackets

    considered show percentages very close or above (79%-97%) the overall average. The only

    exception is the group of patrons over 65 years of age, where only 30.8% use it in this way.

    Finally, our survey included a set of questions aimed at measuring the attitudes that patrons

    had with respect to the online marketing efforts from the SASSR that they were exposed to. The

    approach used for this purpose is the Multi-attribute Model (MAM). This approach is very

    popular among behavioral researchers interested in modeling behavior. This approach

    understands that behavior is a function of intention, which in turn, is considered a function of

    attitudes. Attitudes are considered a function of a persons beliefs about some attribute . These

    beliefs are, in turn, weighted by a persons evaluations of how important he/she considers

    those attributes to be. For this research, we were interested in measuring the attitude of

    patrons towards the SASSRs online marketing resources as a way of knowing how likely apatron would be to use these resources in the future.

    With this objective in mind, the survey included a series of statements (Question 21) to assess a

    patrons beliefs about SASSRsonline marketing resources with regards to multiple attributes

    identified by other researchers as relevant for the user experience. These attributes were

    classified in 4 categories: Ease-of-Use, Usefulness, Interactivity and Customization. The

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    26/38

    25

    respondent task was to evaluate using a 5-point Likert Scale (Strongly Agree, Agree, Neither

    Agree nor Disagree, Disagree, Strongly Disagree) a series of statements related to these 4

    attributes.

    For the first attribute (Ease-of-Use) the following two statements were used:

    Finding information on the Internet about the SA Stock Show & Rodeo is an easy task The information found on the Internet about the SA Stock Show & Rodeo is easy to

    understand

    For the second attribute (Usefulness) the following three statements were used:

    The information found on the Internet about the SA Stock Show & Rodeo is accurate The information found on the Internet about the SA Stock Show & Rodeo is up-to-date The information found on the Internet about the SA Stock Show & Rodeo is useful

    For the third attribute (Interactivity) the following statement was used:

    The resources I found on the Internet about the SA Stock Show & Rodeo allow me tointeract with other people

    For the fourth attribute (Customization) the following statement was used:

    The resources I found on the Internet about the SA Stock Show & Rodeo allow me tocustomize them to my specific needs

    Next, respondents were prompted to use a simple rating scale to evaluate how important (orunimportant) they consider each one of these characteristics to be. The scale used was 1

    through 5, where 1 meant Not at all important and 5 meant Very important. The

    statements that respondents were asked to rate were the following:

    Ease-of-Use

    Finding Information EASILY on the Internet

    Finding EASY-TO-UNDERSTAND Information on the INTERNET

    Usefulness

    Finding ACCURATE Information on the Internet

    Finding UP-TO-DATE Information on the InternetFinding USEFUL Information on the Internet

    Interaction

    INTERACTING with other people on the Internet

    Customization

    Being able to CUSTOMIZE resources on the Internet

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    27/38

    26

    Assessment of SA Stock Show & Rodeos Online Marketing Resources: Attitude Score Index

    Total Patrons 18-25 26-35 36-45 46-55 56-65 Over 65

    Beliefs (1: Strongly Disagree; 5: Strongly Disagree)Ease-of-Use

    Finding info. on Internet about SASSR is

    an EASY TASK4.46 4.44 4.52 4.52 4.37 4.39 4.50

    Info. found on Internet about SASSR is

    EASY TO UNDERSTAND4.40 4.35 4.48 4.49 4.31 4.26 4.25

    Usefulness

    Info. found on Internet about SASSR is

    ACCURATE4.39 4.34 4.46 4.48 4.39 4.00 4.50

    Info. found on Internet about SASSR is

    UP-TO-DATE4.39 4.35 4.50 4.46 4.31 4.09 4.75

    Info. found on Internet about SASSR is

    USEFUL

    4.40 4.32 4.54 4.46 4.29 4.22 4.88

    Interaction

    Resources found on Internet allow

    INTERACTION with other people3.23 3.05 3.31 3.22 3.37 3.35 2.63

    Customization

    Resources found on Internet allow

    CUSTOMIZATION to my needs3.53 3.56 3.65 3.39 3.63 3.48 3.38

    Evaluations (1: Not at all important; 5: Very Important)

    Ease-of-Use

    Finding Information EASILY on the

    Internet4.69 4.77 4.72 4.63 4.71 4.48 4.88

    Finding EASY-TO-UNDERSTAND

    Information on the INTERNET 4.70 4.73 4.74 4.66 4.74 4.57 4.63

    Usefulness

    Finding ACCURATE Information on the

    Internet4.67 4.71 4.74 4.57 4.74 4.57 4.75

    Finding UP-TO-DATE Information on the

    Internet4.68 4.71 4.72 4.56 4.74 4.65 4.88

    Finding USEFUL Information on the

    Internet4.67 4.61 4.69 4.62 4.73 4.74 4.75

    Interaction

    INTERACTING with other people on the

    Internet2.95 3.16 3.09 3.06 2.92 1.91 2.38

    Customization

    Being able to CUSTOMIZE resources on

    the Internet3.63 3.55 3.69 3.62 3.65 4.09 2.38

    Attitudes = Beliefs x Evaluations (Index 0-100; worse to better attitudes)

    Ease-of-Use 83.79 84.26 85.63 84.38 82.48 79.48 84.50

    Usefulness 82.61 81.51 85.38 82.36 82.58 77.22 90.50

    Interactivity 39.56 40.65 42.37 39.65 41.94 27.30 28.00

    Customization 53.22 52.65 56.67 50.38 55.74 57.04 32.00

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    28/38

    27

    Attitudes were then calculated by multiplying each belief by its evaluation and transforming

    those scores into an index (0-100), ranging from negative attitudes to positive ones. Average

    results for beliefs, its evaluations and the attitude score index are presented in the table above

    for the overall population broken down by age bracket.

    SASSR online marketing resources score high on attributes related to their Ease-of-Use and

    Usefulness.On average, patrons have assessed their beliefs about how the SASSR sresources

    meet these two attributes with ratings close to 4.5. Their evaluations with respect to these

    attributes are also high, with ratings above 4.6 in these categories. The pattern is also shown

    across different age brackets, not revealing any significant differences among them.

    There seems to be a different story when it comes to Interactivity and Customization. In both

    characteristics, the SASSRs online marketing resources score low with regards to patrons

    beliefs. Their average attitude scores for the overall population are 39.56 and 53.22,

    respectively. Upon inspection of patronsaverage beliefs and evaluations of these attributes, itseems that these low average attitude scores are the result of two things. On the one hand, we

    have patrons conferring low ratings to SASSRs resources with respect to Interactivity (3.23) and

    Customization (3.53). On the other, we find patrons being generally unconcerned with

    interacting with other people or customizing the information to suit their needs. The average

    evaluations for these two features are 2.95 and 3.63 for Interactivity and Customization,

    respectively, which could be interpreted as finding these two features neither important nor

    unimportant. In other words, patrons show complete indifference about online resources

    displaying Interactivity and Customization.

    Thus, it may seem there is nothing to worry about since even though the SASSRs online

    resources exhibit low attitude scores on Interactivity and Customization, people actually do not

    care about these issues. However, focusing only on averages could be sometimes deceptive and

    misleading. To see this, it is useful to analyze the distribution of all possible answers to the

    assessment of beliefs and its evaluations.

    To simplify, letsgroup together categories in agreement (Strongly Agree and Agree)as well

    as the ones for disagreement (Strongly Disagree and Disagree) and make them one single

    category for each side. If we do the same for Evaluations (Important / Unimportant), we would

    end up with a matrix such as the one shown in the next page.

    As the colors in the figure above show, the concentration of answers in these cells could be

    defining different zones within the matrix that could imply different strategic actions to take

    with regards to specific attributes of an online marketing strategy.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    29/38

    28

    Evaluations

    Not Important (NIMP) Indifferent (IND) Important (IMP)

    Beliefs Agree (A) A B C

    Neither Agree nor Disagree (NAD) D E F

    Disagree (D) G H I

    If a significant proportion of respondents are located in the green zone, it means our online

    marketing strategy with respect to the attribute being assessed and evaluated (i.e. interactivity,

    customization, etc.) has Two Thumbs Up. Patrons assessed our online resources in this

    regard with high scores and also consider this feature or attribute to be important.

    If a significant proportion of respondents are located in the pink zone, it means our online

    marketing strategy with respect to the attribute under analysis only needs to be Capitalized.

    Patrons have assessed our online resources in this regard with high scores but do not consider

    this feature to be important (indifferent or unimportant). The work in our resources is done, so

    we could focus our strategy in letting patrons know how these features in our online resources

    could come in-handy or be useful. In this way, we would be working to change their evaluations

    about this specific attribute and moving our online resources towards a Two Thumbs Up

    zone.

    On the other hand, if a significant proportion of respondents are located in the yellow zone, it

    means our online marketing strategy with respect to the attribute under analysis is a Fixer

    Upper. It has a lot of potential because users already value this attribute as important (or at

    least indifferent: cell H) but it calls for immediate attention. Otherwise, it might quickly becomea weak flank, causing the user to loose engagement with our online resources. Thus, the

    strategy is clear: concentrate on improving your online marketing strategy in that attribute.

    The blue zone is a Neutral zone where efforts should be concentrated, as with Fixer

    Uppers, to improve your resources in that respect. The objective in the Neutral zone should

    be to take the attribute at hand to a situation where only capitalization strategies might be

    needed, although with no sense of urgency.

    Lastly, if a significant proportion of respondents are located in the red zone, it means our online

    marketing strategy with respect to the attribute under analysis needs to be in 24-hour care.The red zone means that users are rating the performance of our online marketing strategy

    with regards to this attribute as being low but they also show no concern for it. This is the

    toughest situation because there is no clear strategy. It means efforts should be implemented

    in both directions: improving your resources and making people see the importance and utility

    of these features. Attributes in this situation must be monitored for any changes that might

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    30/38

    29

    turn it into a Fixer Upperand would require our immediate attention if we do not want to lag

    behind and loose users engagement.

    The following pictures show the matrices with the distribution of patrons answers for

    Customization and Interactivity of SASSRs online marketing resources.

    A quick inspection to the matrix showing the distribution of patrons answers with respect to

    Customization reveals what the average attitude scores were hiding earlier. Almost 60%

    (57.64%) of respondents are concentrated in the yellow zone, identifying Customization of

    SASSRs online resources as a Fixer Upper. Approximately, 6 out 10 patrons place a medium

    to high degree of importance in this attribute but perceive SASSRs resources do not

    incorporate enough features that would let them customize these resources to suit their

    particular needs.

    Beliefs vs. Evaluation Matrix: Customization

    Evaluations

    NI IND IMP

    Beliefs A 8.68% 6.25%

    NAD13.89%

    13.54%57.64%

    D

    Beliefs vs. Evaluation Matrix: Interactivity

    Evaluations

    NI IND IMP

    Beliefs A 15.28% 7.29%

    NAD27.43%

    14.93%35.07%

    D

    In terms of Interactivity, 62.5% of answers are concentrated either in the yellow or red zone.More precisely, 35.07% consider Interactivity to be a Fixer Upper attribute while 27.43%

    place it under a 24-hour care. Thus, patrons vary in the degree of importance they give to

    Interactivity as an attribute for online marketing resources but concur in perceiving that

    SASSRs resources do not possess the enough level of Interactivity to allow them interact with

    other patronsand, potentially, share their experiences. This agreement is shared by 62.5% of

    them.

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    31/38

    30

    A N N E X

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    32/38

    31

    Name of interviewer:____________________________

    Interview date:_______/________/2012

    Interview time:______:______ am / pm

    Hello, my name is ______. Thank you for agreeing to complete this survey. It should take approximately 5 minutes ofyour time. This survey will help identify and quantify the economic impact of the SA Stock Show & Rodeo to the city ofSan Antonio. The information you provide will remain completely confidential and the results of the survey will only be

    released in the form of totals and percentages for large groups of people

    1. How many people are in your immediate traveling party? Adults__________ Children__________2. What is your residential zip code/postal code? ____________3. Do you live in the San Antonio Area (Includes

    Atascosa/Bandera/Bexar/Comal/Guadalupe/Kendall/Medina/Wilson Counties)? Yes No

    VISITORS TO SAN ANTONIO AREA

    4. Is this your first visit to San Antonio? Yes No5. Would you have visited San Antonio at this time if this rodeo were not taking place? Yes No6. Did you arrive in San Antonio by airplane? Yes No7. How long will you be visiting San Antonio? Day(s)_______ Night(s)_______8. Primary lodging while visiting San Antonio: Hotel/Motel Private home RV Park/Camp

    Other

    8.1 How many rooms per night are you using for your party? 1 2 3 4+

    8.2 Where is your hotel/motel/lodging located? City of San Antonio Outside San Antonio

    Other (if uncertain, specify city/name of hotelfranchise):_________________________

    8.3 How did you book your accommodations?

    Through the hotel website directly Through the hotel directly (phone, upon arrival,)

    Booked through a travel package bundle San Antonio CVB (visitsanantonio.com) Other

    ________________

    9. While visiting San Antonio for this event, how many people in your party will you be paying for, including yourself?_______

    10. Do you plan on visiting any other attractions in San Antonio during your visit? Check all that applySix Flags Fiesta Texas Sea World San Antonio San Antonio Zoo Natural parks

    Museums (Ripleys, Alamo, etc.) Riverwalk Golf Other________________________________

    Note: If participant is a RESIDENT of the San Antonio Area, please skip to Question 12

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    33/38

    32

    11. While visiting San Antonio, how much do youplan to spend DAILY within the City of SAN ANTONIO for ALLmembers of your partyon the following? (If expenditures are shared, please report only those which are yourresponsibility)

    Amount Spent Daily (within SAN ANTONIO, outside of event)

    Lodging (rate paid per room per night) $

    Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

    Transportation(These expenses include gas, parking, taxi. Excludeair fare) $

    Shopping (excluding spending inside the rodeo) $

    Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

    Misc. (tips to valets, service staff, other) $

    Event-Related: (spending within San Antonio Stock Show and Rodeo)

    Concessions $ Other $

    Merchandise $ Rodeo Tickets $

    RESIDENTS OF SAN ANTONIO AREA

    12. While engaging in event activities, how many people in your party will you be paying for, including yourself?___________

    13. While participating in rodeo activities, how much do youplan to spend DAILY within the City of SANANTONIO for ALL members of your partyon the following? (If expenditures are shared, please report only thosewhich are your responsibility)

    Amount Spent Daily (within SAN ANTONIO, outside of event)

    Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

    Transportation(These expenses include gas, parking, taxi, bus fare, rental car.) $

    Shopping (excluding spending inside the rodeo) $

    Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

    Misc. (tips to valets, service staff, other) $

    Event-Related: (spending within the San Antonio Stock Show and Rodeo)

    Concessions $ Other $Merchandise $ Rodeo Tickets $

    14. If you were not attending the San Antonio Stock Show and Rodeo, would you have spent the amount listed above inSan Antonio? Yes No

    Note: If participant is a VISITOR to the San Antonio Area, please skip to Question 15

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    34/38

    33

    ALL RESPONDENTS PLEASE COMPLETE

    15. On average, how many other rodeos do you attend each year? ____________________16. How many times have you/your party attended the SA Stock Show & Rodeo in past years? (0 if first-time)

    _______________

    17. Which of the rodeo events made you decide to attend the San Antonio Rodeo this year? Concert : ________________ Carnival Rodeo Show Livestock Show HorseShow

    Other __________________

    18. Do you plan on /have you taken advantage of any of the following deals? Check all that applyGroupOn Discount Rodeo Feast Military Days Matinee Madness Dollar Days

    Carnival Discounts College Days Senior Days Family Days Rodeo StarExperience

    19. Which of the following internet marketingefforts from the SA Stock Show and Rodeo have you seen/come intouch with? (check all that apply)

    Advertisements (banners, pop-ups,)

    Search Engine Results (Yahoo, Google, Bing,)

    News

    Event Website (www.sarodeo.com) Social Network (Facebook, Twitter, YouTube) Newsletter

    GroupOn Deals Other:_________________

    20. Which of the following deviceshave you used to access information on the Internet about the SA Stock Show &Rodeo (check all that apply)

    Personal Computer Smartphone Tablet Other:____________________

    21. Please indicate your level of agreement or disagreement with each of the following statements regarding the use ofInternet as a source of information about the SA Stock Show & Rodeo

    a) Finding informationon the Internet about the SA Stock Show & Rodeo is an easy taskStrongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    b)The information found on the Internetabout the SA Stock Show & Rodeo is easy to understandStrongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    c)The information found on the Internetabout the SA Stock Show & Rodeo is accurateStrongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    d)The information found on the Internetabout the SA Stock Show & Rodeo is up-to-dateStrongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    e)The informationfound on the Internet about the SA Stock Show & Rodeo is usefulStrongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    f) The resources Ifound on the Internet about the SA Stock Show & Rodeo allow me to interact with otherpeople

    Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    Note: If participant does not check any of the options on Question #19, please skip to Question 23

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    35/38

    34

    g)The resources Ifound on the Internet about the SA Stock Show & Rodeo allow me to customize them tomy specific needs

    Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    h) In general, the Internet is helpful to find informationabout the SA Stock Show & RodeoStrongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    i) In general, I was able to find all the information I needed about the SA Stock Show & Rodeo on theInternet

    Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

    22. Please evaluate the following characteristics in terms of how relevant they are for your Internet experience. Use ascale of 1 to 5, where 5 means Very Importantand 1 means Not at all important

    a) Finding information easilyon the Internet is:______________b) Finding easy-to-understand informationon the Internet is:______________c) Finding accurate informationon the Internet is:______________d) Finding up-to-date informationon the Internet is:______________e)

    Finding useful informationon the Internet is:______________f) Interacting with other peopleon the Internet is:______________

    g) Being able to customize resourceson the Internet to meet my specific needsis:______________

    23. Do you participate or have a profile/account in any of the following networking sites (check all that apply).Facebook Twitter Google Plus+ MySpace YouTube FlickrYelp

    GroupOn Living Social Other:_________________

    24. How often do you use Internet?Everyday Once every couple of days Once a week Once every couple of weeks Once

    a month

    Other:__________________________

    25. What is your age group?18-25 26-35 36-45 46-55 56-65 More than 65

    26. Respondents genderMale Female

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    36/38

    35

    Name of interviewer:____________________________

    Interview date:_______/________/2012

    Interview time:______:______ am / pm

    Hello, my name is ______. Thank youfor agreeing to complete this survey. It should take approximately 5 minutes of

    your time. This survey will help identify and quantify the economic impact of the SA Stock Show & Rodeo to the city ofSan Antonio. The information you provide will remain completely confidential and the results of the survey will only bereleased in the form of totals and percentages for large groups of people

    1. How many people are in your immediate traveling party? Adults__________ Children__________2. What is your residential zip code/postal code? ____________3. Do you live in the San Antonio Area (Includes

    Atascosa/Bandera/Bexar/Comal/Guadalupe/Kendall/Medina/Wilson Counties)? Yes No

    VISITORS TO SAN ANTONIO AREA

    4. Is this your first visit to San Antonio? Yes No5. Did you arrive in San Antonio by airplane? Yes No6. How long will you be exhibiting at the SA Stock Show & Rodeo? Day(s)_______ Night(s)_______7. Will you be staying in San Antonio during this time? Yes No If NOT, length of stay: Day(s)_____

    Night(s) ______

    8. Does this visit to San Antonio replace any other past/future visit to exhibitin this area within the previous/next 12months?

    Yes No If YES, anticipated length of stay: Day(s)_______ Night(s)_______

    9. Primary lodging while visiting San Antonio: Hotel/Motel Private home RV Park/Camp Other8.1 How many rooms per night are you using for your party? 1 2 3 4+

    8.2 Where is your hotel/motel/lodging located? City of San Antonio Outside San Antonio

    Other (if uncertain, specify city/name of hotelfranchise):_________________________

    8.3 How did you book your accommodations?

    Through the hotel website directly Through the hotel directly (phone, upon arrival,)

    Booked through a travel package bundle San Antonio CVB (visitsanantonio.com) Other

    ________________

    10. Do you plan on visiting any other attractions in San Antonio during your visit? Check all that applySix Flags Fiesta Texas Sea World San Antonio San Antonio Zoo Natural parks

    Museums (Ripleys, Alamo, etc.) Riverwalk Golf Other________________________________

    11. While visiting San Antonio for this event, how many people in your party will you be paying for, including yourself?_______

    Note: If participant is a RESIDENT of the San Antonio Area, please skip to Question 13

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    37/38

    36

    12. While visiting San Antonio, how much do youplan to spend DAILY within the City of SAN ANTONIO for ALLmembers of your partyon the following? (If expenditures are shared, please report only those which are yourresponsibility)

    Amount Spent Daily (within SAN ANTONIO, outside of event)

    Lodging (rate paid per room per night) $

    Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

    Rental Car (rate per day) $

    Transportation(These expenses include gas, parking, taxi. Excludeair fare and rental car.) $

    Shopping (excluding spending inside the rodeo) $

    Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

    Misc. (tips to valets, service staff, other) $

    Event-Related: (spending within San Antonio Stock Show and Rodeo)

    Concessions $ Other $Merchandise $ Rodeo Tickets $

    RESIDENTS OF SAN ANTONIO AREA

    13. While engaging in event activities, how many people in your party will you be paying for, including yourself?___________

    14. While participating in rodeo activities, how much do youplan to spend DAILY within the City of SANANTONIO for ALL members of your partyon the following? (If expenditures are shared, please report only

    those which are your responsibility)Amount Spent Daily (within SAN ANTONIO, outside of event)

    Lodging (rate paid per room per night) $

    Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

    Rental Car (rate per day) $

    Transportation(These expenses include gas, parking, taxi. Excludeair fare and rental car.) $

    Shopping (excluding spending inside the rodeo) $

    Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

    Misc. (tips to valets, service staff, other) $

    Event-Related: (spending within the San Antonio Stock Show and Rodeo)

    Concessions $ Other $

    Merchandise $ Rodeo Tickets $

    15. If you were not attending the San Antonio Livestock Show and Rodeo, would you have spent the amount listedabove in San Antonio? Yes No

    Note: If participant is a VISITOR to the San Antonio Area, please skip to Question 16

  • 7/22/2019 SASSR 2012 Economic Impact Study - Final Report_final

    38/38

    ALL RESPONDENTS PLEASE COMPLETE

    16. Type of exhibitor: Commercial (inc. Food) Horse Show Livestock Wildlife17. How many times have you/your party attended this event in past years? (0 if first time)_________18. If this rodeo were not hosted in San Antonio, would you have instead attended an event in another location in

    Texas?

    Yes No Would you have instead attended an event in another State? Yes No

    20. Why did you choose the San Antonio Livestock Show and Rodeo to exhibit?

    Location of the event Public attendance Level of competition Other_______________________

    21. Respondents gender:

    Male Female

    21. Respondents age group:

    18-25 26-35 36-45 46-55 56-65 More than 65