Visitor Profile Study and Resident Sentiment Study

2024 VISITOR PROFILE STUDY Potential Visitors

The following pages represent summary findings from a visitor profile study conducted on behalf of the Little Rock Convention & Visitors Bureau by Future Partners. The primary objective of this research was to identify the profile of travelers who are potential visitors to Little Rock. These insights will be used to aid in strategic planning and serve as a benchmark for future studies.

HOW APPEALING IS LITTLE ROCK AS A LEISURE DESTINATION WHEN COMPARED WITH OTHER DESTINATIONS? Nashville, TN

86%

Little Rock, AR

82%

Memphis, TN

73%

Atlanta, GA

69%

St. Louis, MO

Oklahoma City, OK

65%

53%

Springfield, MO

48%

Tulsa, OK

48%

Sample population: 800 Future Partner panelists; 117 LRCVB Owned Audience

§ Little Rock is MORE APPEALING as a leisure destination than other destinations.

82% Believe that Little Rock is an APPEALING destination

WHAT WOULD MOTIVATE AN INDIVIDUAL TO VISIT LITTLE ROCK? State or local parks

65%

Historic or cultural sites

64%

Dining in restaurants

63%

Festivals or special events

52%

Museums

50%

Hiking

48%

Shopping

45%

Concerts/Live music

38%

Guided sightseeing tours

38%

Sample population: 800 Future Partner panelists; 117 LRCVB Owned Audience

> 60% of individuals indicate that PARKS, HISTORIC SITES and DINING would motivate them to come to Little Rock

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Sample population: 800 Future Partner panelists; 117 LRCVB Owned Audience s

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WHAT ATTRIBUTE IS IMPORTANT WHEN DECIDING WHERE TO VISIT & HOW DOES LITTLE ROCK RATE? § Little Rock overperforms on nearly every attribute that visitors find important in making a destination decision.

QUOTES FROM POTENTIAL VISITORS THAT SAID LITTLE ROCK WAS APPEALING

“I have followed Instagram pages, and it looks unique and beautiful with hidden gems.”

“I am always excited to see what new cities have in store. Plus, I think it will have lots of historic sites to learn more about Black history.”

“I have friends that live there, and they have told me about the city.”

“I like all the museums LR has to offer.”

“The museums, art galleries and Clinton Library as well as other outdoor attractions.”

“Visitor webpages highlighted outdoor adventures, historical sites, and museums.”

“We love beautiful views and scenic nature adventures.”

“Little Rock feels welcoming, with friendly people, nice parks, and a relaxed vibe. It's affordable and has cool spots like the River Market—just a great mix of nature and city life without the big city stress.”

POTENTIAL VISITOR SUMMARY

§ Potential visitors perceive Little Rock as a historic, friendly destination with outdoor activities § Little Rock overperforms on nearly all attributes that visitors find important in making a destination decision § Potential visitors believe Little Rock is an appealing leisure destination, on par with Nashville, but are less familiar with things to do and see

2024 VISITOR PROFILE STUDY

The following pages represent summary findings from a visitor profile study conducted on behalf of the Little Rock Convention & Visitors Bureau by Future Partners. The primary objective of this research was to identify the profile of travelers who visit Little Rock. These insights will be used to aid in strategic planning and serve as a benchmark for future studies.

HOW FAR IN ADVANCE DO VISITORS PLAN THEIR TRIP TO LITTLE ROCK? 32%

24%

76%

20%

of travelers begin planning their visit < 2 months before their trip

12% 8%

4%

> 6 months

3-6 months

2-3 months

Sample population: 721 Future Partner panelists; 238 LRCVB Owned Audience

1-2 months

2 weeks- 1 month

< 2 weeks

WHEN DO VISITORS COME TO LITTLE ROCK & HOW DO THEY TRAVEL?

Little Rock is a popular destination regardless of the season Automobile

81%

31% 28%

28% 27%

28%

28%

28%

27%

26%

Airplane

13%

23% 21% Bus

1%

RV/Camper

1%

Visitors' primary mode of transportation to Little Rock is by

Train

1%

AUTOMOBILE

15%

Jan

Feb

Mar

Apr

May

June

July

Aug

Sample population: 800 Future Partner panelists; 263 LRCVB Owned Audience

Sept

Oct

Nov

Dec

WHAT CONSIDERATIONS WERE IMPORTANT IN THEIR DECISION TO VISIT LITTLE ROCK? Friends or Family in the Area

38%

Restaurants & Cuisine

35%

Family-Friendly

33%

Location/Region

29%

Outdoor Activities

28%

Weather

28%

Shopping Opportunities

27%

Easy to Get Around/Walkability

24%

Good Hotel Rate

24%

The Variety of Experiences

22%

The City's Overall Ambiance & Atmosphere

22%

Welcoming/Inclusivity

18%

Special Event/Festival

18%

Museums

17%

Live Music Performing Arts/Theater Sample population: 800 Future Partner panelists; 263 LRCVB Owned Audience

16% 11%

§ While friends and family in the area was the top consideration on visiting Little Rock, other important aspects were Restaurants & Cuisine, Family-Friendly, Outdoor Activities and Shopping Opportunities

79% of visitors said Little Rock was their final destination

WHERE ELSE DO VISITORS TRAVEL? Which of the following destinations have you visited in 2024?

Memphis, TN

35%

Other destinations visited (open response) Nashville, TN

24% 8%

Oklahoma City, OK

22%

St. Louis, MO

20%

Springfield, MO

20%

5%

3% Atlanta, GA

Tulsa, OK

Other

Sample population: 800 Future Partner panelists; 263 LRCVB Owned Audience

20%

3%

2%

3%

2%

19%

17%

Branson, MO

Dallas, TX Houston, TX Orlando, FL

New Las Vegas, Hot Springs, Orleans, LA NV AR

WHAT DO VISITORS THINK ABOUT LITTLE ROCK’S INFRASTRUCTURE? Visitor Infrastructure Experience - Agree/Strongly Agree 70%

71% 66%

65%

63% 58%

Visitors responded

POSITIVELY regarding their experience with Little Rock’s infrastructure

Adequate sidewalks Sufficient wayfinding Plenty of lighting at & crosswalks signage night Sample population: 800 Future Partner panelists; 263 LRCVB Owned Audience

Sidewalks in good condition

Is a clean city

Quality street conditions

QUOTES FROM VISITORS WHEN ASKED ‘WHAT THEY LIKED MOST ABOUT LITTLE ROCK’?

“I like the big city feel of a smaller city. I also liked the outdoor activities available around the area.”

“The culture and nightlife were fantastic. It felt very welcoming to visit Little Rock. I would definitely visit again.”

“The friendliness of the people there, they're just very welcoming it almost makes you want to move there.”

“I love the different variety of things to do for all ages.

Great place to bring the family!”

“I like how personable it felt, like it could have easily been a town I'd grown up in myself.

Beautiful scenery and foliage in the springtime, and the people were very friendly.”

“I like Little Rock's rich history and the blend of modern and historic architecture, along with its welcoming community and outdoor spaces.”

“It’s unique, innovative, attractive, versatile, and different from others.”

“Is it blend of Urban Charm and natural beauty like strolling along the scenic Arkansas River Trail. The city's rich history, especially around the civil rights movement, adds a deep cultural significance to every visit.”

VISITOR SUMMARY

§ Visitors perceive Little Rock as a welcoming, historic destination close to the outdoors § Important considerations for visitors to Little Rock are visiting friends and family in the area, restaurants & cuisine, family-friendly, outdoor activities and shopping opportunities § Most visitors were repeat visitors who would return for vacation § Visitors typically planned their trip based on personal recommendations and did so shortly before their intended arrival § The average trip length was 2.8 days, with an average trip spend of $1,580 § Little Rock experiences a consistent influx of visitors throughout the year, making it a popular destination regardless of the season

2024 RESIDENT SENTIMENT STUDY

The following pages represent summary findings from a resident sentiment study conducted on behalf of the Little Rock Convention & Visitors Bureau by Future Partners. The primary objective of this research was to understand resident perceptions of tourism in Little Rock, including perceptions about living in Little Rock, the perceived value of the tourism industry, how tourism impacts residents’ quality of life and awareness of the LRCVB as an organization.

RESIDENT DEMOGRAPHICS

Generation

Gender

Ethnicity

44.0% 47.5% Male

44.5%

42.0% 23.0% 19.0% 14.0%

Female

58.0%

6.7%

Gen Z

Millennials

Gen X

Boomers

White

Black or Hispanic or African Latino American

3.1% Asian

1.0% Other

RESIDENT DEMOGRAPHICS

Orientation

Children in Household

Marital Status

52.9% Single

Heterosexual

39.6%

Married/Partnered

46.6%

Gay/Lesbian/Bisexual 23.7%

Divorced/Separated

9.0%

15.7%

10.9%

7.7% Widowed

87.0%

2.9% 0 children

1 child

2 children

3+ children

Other

4.0%

HOW DO RESIDENTS PERCEIVE LITTLE ROCK? Little Rock Perception Rating % agree/strongly agree Has easy access to the outdoors

86.6%

Has plentiful access to doctors and healthcare…

80.8%

Has good educational opportunities

68.0%

Has nightlife & entertainment

65.8%

Has a variety of kid-friendly activities

64.3%

The cost of living is affordable

64.0%

Has ample sidewalks & crosswalks

60.9%

Has easy access to public transportation

60.3%

Has a variety of housing options available

58.4%

Has many available jobs at all skill & income levels

57.2%

Is clean Has great year-round weather Is safe Sample population 907 Little Rock residents

Length of time survey respondents have lived in Little Rock 35.3%

Average 12.2 years 22.9% 14.3% 10.3%

10.9%

11 to 15 years

16 to 20 years

6.3%

50.1% 44.3% 41.8%

Less than 1 to 5 years 12 months

6 to 10 years

More than 20 years

WHAT DO RESIDENTS THINK VISITORS SHOULD EXPERIENCE IN LITTLE ROCK? Natural attractions & outdoor activities

28.4%

Metropolitan experiences

19.2%

Historical & cultural education

18.9%

Dining & culinary experiences

8.3%

Arts & cultural experiences

Nightlife & entertainment

Family-friendly activites

Sample population 907 Little Rock residents

5.9%

If you were showing someone around Little Rock, what is the one experience you would want them to have before they left?

“Lunch and a tour at the Clinton Presidential Center. There are only 15 presidential libraries across the country, and each is a unique, one-of-a-kind experience.”

“Visit the downtown area where you can walk on the bridge at night and enjoy a beautiful view of the lights and river as well as enjoy amazing art statues around the park.”

3.9%

2.7%

“I’d take them to the top of Pinnacle Mountain at sunset for a panoramic view of the Arkansas River Valley, showcasing the natural beauty that defines Little Rock.”

WHAT LRCVB MANAGED FACILITIES HAVE RESIDENTS VISITED? Facilities Satisfaction

River Market Ottenheimer Hall & Pavilions & First Security Amphitheater 12.7%

18.7%

32.7%

23.0%

% very/extremely satisfied 12.9%

69.8%

Robinson Center 8.6%

13.9%

27.7%

31.6%

18.2%

76.1%

19.6%

70.1%

Statehouse Convention Center 9.2%

13.1%

Once a week (or more) Sample population 907 Little Rock residents

23.7%

Once a month

34.4%

A few times a year

About once a year (or less)

Never

HOW DOES LITTLE ROCK COMPARE WITH THE NATIONAL SAMPLE? RESIDENTS & THEIR VIEW ON QUALITY OF LIFE Quality of Life Rating % somewhat better/much better 76.6%

59.1% 46.4%

21%

60.7%

55.3%

13%

Current Quality of Life

17% 43.6%

Future Quality of Life National

Sample population 907 Little Rock residents; American travelers 1,988

Little Rock

Tourism Industry Results in a Better Quality of Life

HOW DOES LITTLE ROCK COMPARE WITH THE NATIONAL SAMPLE? RESIDENTS & THEIR VIEW ON TOURISM’S IMPACT IN LITTLE ROCK Impact of Tourism Rating % agree/strongly agree

76.1%

75.1%

16%

22%

67.3%

59.7%

23%

59.4% 52.9%

15% 44.6%

44.0%

My community's tourism industry Tourism is important to the vitality Businesses in my community rely Tourism makes my community a supports businesses & events of my community's economy on tourism to thrive better place to live that appeal to both visitors & residents Sample population 907 Little Rock residents; American travelers 1,988

National

Little Rock

IF YOU WERE SHOWING SOMEONE AROUND LITTLE ROCK, WHAT IS THE ONE EXPERIENCE YOU WOULD WANT THEM TO HAVE BEFORE LEAVING? “I feel that everyone should experience the River Market District.

It's a great area with unique shops that you would only find in Little Rock, along with amazing restaurants we have to offer.”

“Take in a performance at the Robinson Center.”

“Visiting the Arkansas Museum of Fine Arts to admire a diverse collection of artworks.”

“Visiting the Little Rock Central High School National Historic Site to learn about civil rights history.”

“To fall in love with the southern beauty of the city. There are so many instances where I am awestruck with how beautiful the city melds with the landscape.”

“Tour downtown and outer districts that feed our city like the River Market, Hillcrest, Heights and all they offer in shops and food....each is different..”

“Feeling the local people's warm welcome and enthusiasm, one lingers on without wanting to leave.”

“Walk on the riverfront, the Broadway bridge, Vogel Schwartz Sculpture Garden, Clinton Library bridge and a snack or drink downtown.”

WHAT DO YOU THINK WOULD BE A GOOD ADDITION TO LITTLE ROCK'S TOURISM PRODUCT THAT BOTH VISITORS AND RESIDENTS WOULD ENJOY?

“Utilizing access to the river -- bars, restaurants, concerts and activities facing the waterfront.”

“More outdoor festivals celebrating Arkansas culture and cuisine.”

“A local food tour paired with craft beer or distillery tours would highlight Little Rock's growing food scene.”

“A historical, culinary, and storytelling city trolley tour.”

“A riverfront cultural marketplace featuring local food vendors, live music, and artisan crafts that celebrates Arkansas heritage year-round.”

“A water park would be a great addition to Little Rock.”

“More big festivals like in the past, with big names and attractions that excite people to want to travel here to enjoy.”

“Riverfront Adventure Park - Ziplines, climbing walls, and obstacle courses along the Arkansas River with picnic areas.”

RESIDENT SUMMARY

§ Little Rock residents express pride in the destination and perceive it as a welcoming, historic and outdoorsy city § Residents show strong agreement that tourism benefits Little Rock’s community, higher than the national sample § Residents have a more positive outlook on their quality of life, current and future, than the national sample § Residents visit LRCVB managed facilities and are very satisfied with the facilities

2024 VISITOR PROFILE STUDY & RESIDENT SENTIMENT STUDY COMPARISON

WHAT ACTIVITIES DO RESIDENTS & VISITORS ENJOY DOING IN LITTLE ROCK? Dining in restaurants

69%

Shopping

60%

State or local parks

58%

Festivals or special events

Nightlife

53% 27%

51%

Museums Historic or cultural sites

65%

16%

45%

22%

38%

22%

33%

Concerts/Live music

24% 43%

13%

Hiking

34%

Art exibits

33%

10%

Performing arts

34%

8%

Civil Rights or Black History attractions

30%

16%

10% Resident

Visitor

WHAT ATTRACTIONS DO RESIDENTS & VISITORS ENJOY DOING IN LITTLE ROCK? Little Rock Zoo

73.0%

Big Dam Bridge

24.3%

66.5%

16.9%

Arkansas State Capitol

61.7%

14.7%

Pinnacle Mountain State Park

61.2%

14.2%

Arkansas River Trail

52.2%

21.4%

Clinton Presidental Center

54.5%

14.4%

Museum of Discovery

54.3%

14.4%

LR Central High School National Historic Site

52.5%

Arkansas Museum of Fine Arts

10.9%

48.4%

Old State House Museum

11.3%

42.1%

Historic Arkansas Museum

11.1%

37.2%

10.9%

Little Rock National Cemetery

32.0%

10.2%

Macarthur Museum of Arkansas Military History

33.2%

5.1%

METRO Streetcar

28.2%

7.3%

Mosaic Templars Cultural Center

30.2%

4.6%

Wildwood Park for the Arts Witt Stephens Jr. Central Arkansas Nature…

26.2%

6.1%

20.3%

Vogel Schwartz Sculpture Garden

17.1%

Esse Purse Museum

13.9%

4.3% 4.9% 3.3% Resident

Visitor

WHAT ATTRIBUTES DO RESIDENTS & VISITORS ASSOCIATE WITH LITTLE ROCK? Has shopping

81.8%

Is a good place for exploring the outdoors

83.0%

87.3% 73.8%

Has a rich history

75.5%

77.6%

Has performing arts or theater

78.7%

66.8%

Is a friendly and welcoming place

72.9%

72.6%

Has a diverse culture

75.7%

69.6%

Has Civil Rights/Black History attractions

80.1%

64.1%

Has interesting architecture/neighborhoods

71.0%

Has a variety of museums

67.2%

65.1%

Has quality art exhibits

67.6%

59.6%

71.9%

Is a great place for live music

62.5%

60.3%

Has many attractions for kids

66.4%

54.4%

Has iconic/unique cuisine

55.3%

58.9%

Has great nightlife and bars

57.1%

55.9% Resident

Visitor

WHAT WORDS DO RESIDENTS & VISITORS DESCRIBE AS LITTLE ROCK’S PERSONALITY? Historic

82.8%

Outdoorsy

80.9%

Welcoming

83.8% 71.1%

75.1%

Pleasant

76.0%

71.0%

77.6%

74.6%

73.9%

Approachable Adventurous

65.5%

68.2%

Picturesque

65.1%

68.4%

Charming

65.6%

66.7%

Vibrant

58.1%

62.2%

Noteworthy

56.4%

62.5%

Dynamic

53.8%

Unexpected

50.3%

44.0%

Eclectic

48.4%

45.2%

Sophisticated

43.7%

50.4%

42.7% Resident

Visitor

HOW SATISFIED ARE RESIDENTS & VISITORS WITH LITTLE ROCK’S ACCESSIBILITY?

Very satisfied

24.3%

Satisfied

32.3%

Neutral

38.3%

28.7%

Dissatisfied

Very dissatisfied

41.4%

11.1%

3.7%

25.4%

5.8%

5.1% Resident

Visitor

WOULD RESIDENTS & VISITORS RECOMMEND LITTLE ROCK TO VISIT? Visitor - New Attractions/Activities that would motivate them to return to Little Rock in the next 2 years

Likelihood to Recommend Little Rock to Visit % likely/very likely Resident

Visitor

68.5%

1. More music/concerts/live entertainment 2. Amusement/Theme/Water Park 3. Museums 4. Outdoor Activities 5. Festivals

Resident - Good Addition to Little Rock’s tourism product that both visitors & resident would enjoy 79.4%

1. Sports & Recreation 2. Arts & Culture 3. Transportation & Infrastructure 4. Dining & Culinary Experiences 5. Safety & Cleanliness

RESIDENT & VISITOR SUMMARY

§ Visitors and residents agree on activities to enjoy, attractions visited, Little Rock’s personality and attributes that describe Little Rock § While visitors are more likely to recommend Little Rock to visit, both show strong support § Both visitors and residents have a strong sentiment towards Little Rock as a destination to live and visit