2018 Centre County Visitor Profile

Executive Summary Charts & Graphs Appendix

INSIGHTS THAT TAKE YOU PLACES

Year-End 2016-2018 Visitor Profile.

An Inside Look at the Total Travel Market Travel Market in Centre County, PA

D. K. Shifflet 1749 Old Meadow Rd, Suite 425 McLean, Virginia 22102 Tel.: +1.703.536.8500 www.dksa.com

Vicki Allen Research Manager

June 2019

Executive Summary This report compares Centre County, PA traveler market during 2016–2018 to the 2013-2015 time periods and to the average US Total traveler.

Centre County, PA travelers can be characterized as mature, white, retired, resident travelers who stay with and visit friends/relatives and to attend/participate in amateur sports.

Half of visitors to Centre County come for a day trip, and those that stay overnight stay predominantly in Hotels.

Centre County, PA 2016-2018 Highlights: ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

▪

Age: middle aged and older travellers. GenX and Boomer generation increased while Millennials declined.

Income: Slightly higher average household than the US average; majority over $75K Lifestages: Mature travel parties, especially Affluent Mature, account for the majority of their visitors.

Employment: A third of Centre County, PA visitors are retired, higher than the US average.

Education: level of college education among total travelers higher than US average Accommodation: majority of overnight travelers stay at paid hotel/motels (Mid-Level and Economy), followed by non-paid accommodations like a friend/relative’s home.

Purpose of Stay: majority travel for the purpose of Other Personal Leisure, Visit Friends/ Relatives, and Special Events Activity: the top activities for Centre County travelers are visiting friends/relatives, shopping, culinary/dining experiences, attending/participating in amateur sports and nightlife.

Length of Stay: Centre County, PA total travelers stay slightly shorter than travelers to the US average destination.

Half of visitors are day visitors followed by 21% staying 2 nights.

STUDY SPECIFICATIONS

3

Travel definition: An overnight trip or any day-trip greater than 50 miles one-way from home.

Sampling Frame: All U.S. domestic travelers during 2016-2018 in Centre County, PA. Timeframe: Travel Years 2016-2018 compared to 2013-2015

Executive Summary

Centre County, PA 2016-2018 Highlights: ▪ ▪ ▪

▪

4

*small sample size

Traveling Party: single adults and one male/ one female Timing: Centre County receives most of its visitors in the Fall (with peaks in October, November and August) Origin: Pennsylvania is the primary top origin state for Centre County, PA; followed by Maryland, Florida*, and New Jersey.

– Centre County, PA experienced a decline in travelers from PA but an increase from other its other top 5 markets (Maryland, Florida*, New Jersey, New York, and Massachusetts).

– Centre County’s travelers almost exclusively arrive by auto – traveling 172 miles on average an increase over the previous time period.

Ratings: Centre County received higher Overall Satisfaction, Value-For-The-Money, Friendly/Helpful People, and Feeling of Safety ratings than the average US destination – Centre County received lower satisfaction ratings on Likely to Recommend compared to the average US Destination.

Destination Market Share Centre County, PA has experienced an increase share in across all four travel metrics – Stays, Person-Stays, Person-Days, and Trip-Dollars in 2016-2018 compared to the previous time period.

Centre County, PA total travel parties (or Stays) represent 0.10% of the US travel market. People often travel together with family, friends or with other groups. Thus, the Stays metric takes into account how many distinct groups of travelers came to the destination.

how long they stayed. Centre County, PA total travelers (or Person-Stays), the main focus of this report, represent 0.09% of the US Total travel market – slightly lower than measured in travel parties which is a result of either a lower average travel party size than the US (given that the average travel party size remained the same at the National level) or the average travel party size on the US level is smaller than the average travel party size of the Centre County travel market.

Centre County’s PA travelers (or Person-Stays), the main focus of this report, represent 0.09% of the US travel market. PersonStays indicate how many people came to the destination, but not

Centre County, PA Market Share of U.S. Travel

2016-2018 (%) • CENTRE COUNTY, PA N = 342 HOUSEHOLD COUNT

2013-2015 0.10 0.08

0.08

2016-2018

0.09

0.08 0.06

Stays Centre County, PA Total Travel is percentaged off US Total Travel

Person-Stays

Person-Days

0.05

0.06

Centre County experienced the largest increase in shares of stays an indication of more distinct groups of travelers coming to Centre County and in person-days in 2016-18 compared to the previous time

Trip-Dollars

5

Destination Market Share The Person-Days metric is simply the total number of days that visitors contributed to Centre County, PA. Centre County total travelers by person-days represent 0.08% of the US Total market share. Again, a slightly lower share than in Person-Stays which can be attributed to changes in Centre County number of visitors, changes in length of stay of these visitors, changes in party composition shares, and/or changes in the day/ overnight mix relative to the US.

travel parties, number of persons, number of days, number of people in the Stays, length of stay, and individual traveler spending but also be related to changes in travel party composition, purpose of trip, activity participation levels, or accommodation choice.

Centre County, PA traveler spending (or Trip-Dollars) represent 0.06% of the US travel market in 2016-18. Contrary to the contribution of number of trips or number of days spent in a destination, the Trip-Dollars metric represents the monetary worth of travelers. Changes in Direct Spending can not only be influenced by ALL other travel measures including number of

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Demographics Who are Centre County visitors?

Centre County visitors can be described in three ways; basic demographics, lifestages and by generation.

Centre County’s total travelers are older than US travelers on average in (51 vs 49 years). The majority of Centre County visitors are in the 55 years and older age group followed by nearly one-third of travelers between 35-54 years of age. There has been a decline in travelers younger than 55 compared to the previous time period.

Those 55 years or older is the largest segment of Centre County, PA travelers representing 50% of travel parties and 46% in tripdollars. Even though they represent the largest share of trip-dollars,

the younger age segments of 35-54 and 18-34, are more profitable in that their share of trip-dollars is higher than their share of stays.

Centre County attracts a lower share of travelers with children in household (26% vs. 34%) and a higher share of those who are retired (33% vs 22%). Centre County visitors have a higher median income than the average US destination ($83.5K vs. $79.1K) fueled by higher shares of travelers with annual household incomes of $100K+ (42% vs. 37%).

How do Centre County visitors compare?

US

Centre County

49 years

51 years

Employed

64%

61%

Retired

22%

33%

Median Income (000)

$79.1

$83.5

Children in Household

34%

26%

Generations: Millennial/GenZ GenX Boomer Silent/GI

28% 29% 36% 7%

21% 26% 46% 8%

Average Age

GLOSSARY Add text

7

Demographics DKSA Lifestage Definitions DKSA combines the three variables most likely to discriminate between travelers into seven Lifestages. These include age, household income and whether or not children are present in the household. These segments are generally used for promotion development and targeting.

The majority of Centre County visitors (6 out of 10) are presented by Lifestages without children in the household in 2016-2018. The chart to the right shows Affluent Mature (28%) and the Moderate Mature (16%) lifestages contribute the most in travel party shares to Centre County, PA tourism.

Visitors in the Affluent Mature Lifestage contribute the most in Trip Dollars (32%) but two family lifestages contribute more in trip-dollars than in stays, making them more profitable. Affluent Families make up 12% of Stays and 15% of Trip-Dollars, also Young Families 5% of Stays and 9% of Trip Dollars. These lifestages contribute slightly more in Trip-Dollars to Centre County’s economy than they represent in travel party shares which makes them the most profitable segments.

Head of HH Age (years)

HH Income

Children <18 in HH

Young & Free

18-34

Any

No

Young Family

18-34

Any

Yes

Mature & Free

35-54

Any

No

Moderate Family

35-54

Under $75K

Yes

Affluent Family

35-54

$75K+

Yes

Moderate Mature

55+

Under $60K

No

Affluent Mature

55+

$60K+

No

Lifestage

Centre County, PA TOTAL 2016-2018 (%)

80

Stays

60 40 20 0

Trip-Dollars

Most profitable segments Affluent Mature Affluent Family Maturing & Free Young Family Least profitable segment Moderate Family Moderate Mature Young & Free GLOSSARY

Trip Dollars: A comparison of Trip-Dollars (Direct Spending) to Stays allows for the analysis of the financial contribution a certain segment of travelers makes to a destination

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Origin Markets Where do Centre County visitors come from?

Centre County, PA Origin DMAs

Over two-thirds of Centre County’s total tourism is provided by instate travelers. Maryland, Florida*, New Jersey and New York round out the top five origin states to Centre County.

TOTAL PERSON-STAYS 2016-2018 (%)

The top ten states produce 83% of Centre County’s total visitors.

Centre County draws its visitors from all the Pennsylvania DMAs, followed by Mid-Atlantic DMAs such as Baltimore* and New York.

The top 7 DMAs account for 75% of Centre County’s total travelers.

Johnstown-Altoona, PA Philadelphia, PA Harrisburg-Lancaster-Lebanon-York, PA Pittsburgh, PA Wilkes Barre-Scranton, PA Baltimore, MD* New York, NY

18.3% 15.2% 13.6% 9.8% 8.9% 4.8% 4.6%

As Centre County draws the majority of its visitors from Pennsylvania and surrounding states, it is not surprising that more than 9 out of 10 of Centre County, PA travelers arrive by auto, a higher share than the US. When at the destination, the majority uses a personal car (73%), company/work vehicle (7%), or rental vehicle (6%) as primary mode of transportation. Hardly any of Centre County travelers take the chance to walk when within the destination.

68% of Centre County PA’s tourism provided by in-state travelers Centre County Top 3 Markets Pennsylvania (↓ 5ppt over 2013-15) Maryland* (↑ 3ppt over 2013-15) Florida* (↑ 3ppt over 2013-15) Johnstown-Altoona, PA DMA Philadelphia, PA DMA Harrisburg-LancasterLebanon-York, PA DMA

*small sample size

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Travel Purpose Why do travelers visit Centre County, PA? Centre County, PA draws over two-thirds of its visitors for NonVacation Leisure Travel Purposes, Other Leisure/Personal (25%), Visit Friends/Relatives (20%), and Special Event (14%). Another 12% of visitors come for Business Group Meetings. Despite the high shares of stays, travelers for Other Leisure/Personal do not contribute as much to Centre Countyâ&#x20AC;&#x2122;s spending base, and thus lose in value (21% in Stays represent 18% in Trip-Dollars).

represent 6% in Trip-Dollars). Each of these purposes represent more in Trip-Dollar percentages than Stays.

Compared to the U.S., Centre County attracts fewer shares of travelers of Vacationers and higher shares of Business Group Meetings and Other Leisure/Personal travelers.

The most valuable segment of travelers visiting Centre County are Business Meetings (16% in Stays represent 19% in Trip-Dollars), Transient Business (12% in Stays represent 15% in Trip-Dollars) and Getaway Weekends for Getaway Weekend (4% in Stays Centre County, PA Purpose of Travel TOTAL PERSON-STAYS 2016-2018 (%) Group Meeting Visit Friends/Relatives Seminar, Class, Training

Transient Business Special Event Other Leisure/Personal

Getaway Weekend - Night Convention, Show, Conference

General Vacation - Night Medical/Health Care

30 20

Top Centre County Purpose Other Leisure/Personal Visit Friends/Relatives Special Events Most profitable segment Business Group Meeting Getaway Weekends

10

0

U.S.

Centre County, PA

10

Spending How much do travelers spend on their stay in Centre County?

Total average daily spending (including transportation) by visitors to Centre County, PA was $101 per person per day â&#x20AC;&#x201C;$25 less than travelers to the U.S. average destination. There was an increase in spending in the expenditure categories of Transportation (up $4), Food & Beverage (up $2), and Lodging (up $1) and declines in Shopping (down $7) and Entertainment (down $1). The increases in Transportation was greater than that of the U.S. average destination. The decreases in Shopping have been seen recently across all U.S average destinations but the decline in Centre County was larger than the average U.S.

destination.

The majority of the daily expenditure spend was on Transportation (32%), Food & Beverage (28%), Lodging (21%), Shopping (10%), followed by Entertainment & Recreation (7%), and Other Expenses (3%) Centre County, PA.

Per-Person-Per-Day-Spending TOTAL PERSON-DAYS 2016-2018 (%)

Transportation 60

Lodging $126 avg.

Food

Shopping

Entertainment

Miscellaneous

$101 avg.

40 20 0 US

Centre County, PA

Highest Spending Categories Transportation Food & Beverage Lodging

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Accommodations Where do Centre County visitors stay?

Paid Hotels are the accommodation of choice for Centre County visitors (65%). One-Third of Centre County travelers stay in Mid Level and another 18% stay in Economy hotels. The share of travelers staying in Mid-Level hotels grew since 2013-2015.

Naturally, Centre County’s travelers who stay in Mid-Level and High End hotels are especially worthy target as they generate slightly higher shares of Trip-Dollars (13% and 40%, respectively) than in Stays (5% and 13%, respectively).

Nearly a quarter of travelers stay in a friend/relative’s home. Those who stay in Non-Paid Lodging stay with Friends/Relatives and do not contribute as much in monetary value to the destination as they represent in Stays share. Travelers staying in High-End and MidLevel hotels are Centre County’s most profitable accommodation segments.

Centre County, PA Total Accommodations OVERNIGHT PERSON-STAYS 2011-2014 (%)

Non-Paid Lodging, 24% Paid Hotel, 65%

Mid-Level, 33%

Those who stay in hotels, choose mainly Mid Level, followed by Economy level

Economy, 18% Paid Non-Hotel, 11%

High-End, 7% Other Hotel, 7%

Visitors staying in High-End and Mid-Level Hotels contribute the most to the economy

12

Timing How long do Centre Countyâ&#x20AC;&#x2122;s visitors stay?

When do travelers visit Centre County?

Half of Centre County travelers are day visitors. Centre County attracts higher share of visitors who stay two nights (21%) than the average US destination (12%). Centre Countyâ&#x20AC;&#x2122;s average length of stay has increase slightly from 1.74 days to 1.85 days, this is a reverse of the trend among the average US destination for shorter average length of stays. The is due to the decrease in day trips and an increase in visitors staying longer. Encourage longer stays of at least two nights or more as they are more profitable.

Centre County receives most of their visitors in the Fall months with October and November being the peak months followed

by August. Even though over a third of stays in Centre County are during the fall months they are not as profitable according to Trip-Dollars. The Fall is important time of year because it accounts for the largest portion of Trip-Dollars, but visitors in the Spring and Summer are more profitable due to higher contributions of trip-dollars compared to stays.

Half travel parties are day visitors Top Travel Months Oct and Nov Bottom Travel Months Feb and Mar

13

Satisfaction and Value How do Centre County visitors rate the destination?

Value for the Money

Respondents are asked to rate their overall satisfaction with the destinations they visit and on the overall value-for-the-money the destination provides. Ratings are on a 10-point scale, where 1 is low or ‘poor’ and 10 is high or ‘excellent’.

TOTAL PERSON-STAYS 2016-2018 (%) US

70

Visitors report strong satisfaction (8.6) with their Centre County, PA stay but also similar high value-for-the-money (8.2) average ratings in 20162018; although both decreased by 0.1 and 0.4 points, respectively, compared t the previous time period.

27 2

TOTAL PERSON-STAYS 2016-2018 (%) Centre County, PA

76

2

30

Fair/Good (4-7)

Excellent (8-10)

The lowest scores were in “Likely to Recommend” with an average score of 8.2 down from 8.6 in the 2013-15 time period and less than the average US destination.

Overall Satisfaction

23

70

0

Poor (1-3)

US

Centre County

80

19

Centre County rated higher than the average U.S. destination on attributes “Feeling of Safety”.

Centre County’s hotel sector, received higher averages among those staying in Paid Hotel/Motels for satisfaction (8.5) and value (8.4) than the destination as a whole. Only the friendly/helpful staff service in Centre County’s lodging industry was rated slightly higher than its satisfaction and value.

0

Poor (1-3)

Fair/Good (4-7)

Excellent (8-10)

14

Charts and Graphs Centre County, PA Year-End 2016-2018 Visitor Profile

15

How to Read the Report Charts Chart Title

Destinations analyzed in the chart

Chart Section

Chart Legend Destination & Travel Segment

Chart Number (e.g. 12) Travel Year (e.g. 2011-2014) Chart Segment (if available, e.g. Total) Data Metric (e.g. Person-Stays) Data Unit (e.g. % or $) Centre Countyâ&#x20AC;&#x2122; Total sample size Glossary or additional explanations

16

Centre County, PA Share of U.S. Travel Segments 2013-2015

0.10 0.08

0.08

MARKET SHARE 2016-2018

0.09

0.08

0.06

Stays

Person-Stays

Chart 1 • Segment: 2016-2018 Total (%) • Centre County, PA N = 342 household count

Person-Days

0.05

0.06

Trip-Dollars

Age Distribution: U.S. and Centre County, PA

DEMOGRAPHICS 18-34 years

Average

49

U.S.

51

Centre County, PA

35-54 years

24

20

55 + years

36

32

Chart 2 • Segment: 2016-2018 Total Person-Stays (%) • Centre County, PA N = 342 household count

40

47

Centre County, PA Avg. Party per Trip Spending

by Age

286 268

Centre County, PA

DEMOGRAPHICS

278 255

18-34 years

35-54 years

55+ years

Chart 3 • Segment: 2016-2018 Total Stays ($) • Centre County, PA N = 342 household count GLOSSARY Average Party per Trip Spending Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.

Centre County, PA Age Comparison

DEMOGRAPHICS

Stays Based

Trip-Dollars Based

50 46

31

29

23

21

18-34 years

35-54 years

Chart 4 • Segment: 2016-2018 Total (%) • Centre County, PA N = 342 household count

55+ years

Racial Distribution: U.S. and Centre County, PA White

Black

U.S.

Centre County , PA

Asian

DEMOGRAPHICS

Native Hawaiian or other Pacific Islander

79

Native American or Alaska Native

11

94

Chart 5 • Segment: 2016-2018 Total Stays ($) • Centre County, PA N = 342 household count

6 13

Other/Mixed

5

4 2 21

Hispanic Origin: U.S. and Centre County, PA

DEMOGRAPHICS Hispanic, Latino/Spanish

U.S.

Centre County, PA

14

1

Chart 6 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Sexual Orientation: U.S. and Centre County, PA Gay/Lesbian (GLBT)

U.S.

DEMOGRAPHICS Heterosexual/Straight

4

Centre County, PA 1

Chart 7 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Other/Prefer not to answer

92

96

4

3

Distribution of Children in Household: U.S. and Centre County, PA No Children

U.S.

Centre County, PA

5 years old or younger

66

DEMOGRAPHICS 6-12 years old

13-17 years old

14

74

19

7

11

15

13

Chart 8 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Sum exceeds 100% due to multiple-children households.

GLOSSARY

Household Income Distribution: U.S. and Centre County, PA Under $50,000

$50,000 - $74,999

DEMOGRAPHICS $75,000 - $99,999

U.S.

29

18

Centre County, PA

30

16

Chart 9 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

$100,000-$149,999

16

12

19

22

$150,000+

18

20

Lifestage Distribution: U.S. and Centre County, PA Young & Free

Young Family

Maturing & Free

U.S.

14

Centre County, PA

15

DEMOGRAPHICS Moderate Family

10

5

16

15

Affluent Family

8

2

15

Chart 10 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Use Caution, small sample size for Young Family and Moderate Family

13

Moderate Mature

Affluent Mature

12

16

24

28

Centre County, PA Avg. Party per Trip Spending

by Lifestage

DEMOGRAPHICS

523

307

305 273

268 219

174

135

Centre County, PA

Young & Free

Young Family

Maturing & Free

Moderate Family

Chart 11 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Use Caution, small sample size for Young Family and Moderate Family

Affluent Family

Moderate Mature Affluent Mature

Centre County, PA Lifestage Comparison

DEMOGRAPHICS

Stays Based

Trip-Dollars Based

29 16

32

19 15

14

15

12

9 5

Young & Free

Young Family

2 Maturing & Free

15 11

1

Moderate Family

Chart 12 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Use Caution, small sample size for Young Family and Moderate Family

Affluent Family

Moderate Mature

Affluent Mature

Traveler Generation Distribution: U.S. and Centre County, PA Millennials/GenZ

GenXers

U.S.

Centre County, PA

DEMOGRAPHICS Boomers

28

21

Silent/GI

29

26

Chart 13 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

36

46

7

8

Centre County, PA Avg. Party per Trip Spending

by Generation

DEMOGRAPHICS

320 288 268

Centre County, PA

Millennials/GenZ

258

257

GenXers

Boomers

Chart 14 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Silent/GI

Centre County, PA Traveler Generation Comparison Stays Based

Trip-Dollars Based

48

21

24

24

DEMOGRAPHICS

45

24

8

Millennials/GenZ

GenXers

Chart 15 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Boomers

7

Silent/GI

Origin Divisions for Travel to Centre County, PA

TRIP ORIGIN

WA

MT

ME

ND

OR

VT

MN ID

SD

WI

WY NV

CA

UT

IL

CO

NC SC

AL

GA

LA

FL HI

Chart 16 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size

NJ DE

VA

AR

TX

MA RI CT

WV

TN

MS AK

MD

KY

OK

NM

OH

IN

MO

KS

AZ

PA

IA

NE

NH

NY

MI

LEGEND Pacific 1.2% Mountain 0.3% West North Central 0.4% West South Central 0.1% East North Central 4.0% East South Central 0.9% New England 3.8% Middle Atlantic 74.4% South Atlantic 14.9%

Top Origin States to Centre County, PA

TRIP ORIGIN

WA MT

ME

ND

OR

VT

MN ID

SD

WI

WY NV

CA

IL CO

VA NC

AR

SC

TX

AL

GA

LA

FL

HI

Chart 17 • Segment: 2016-2018 Total Stays (%) • Centre County, PA N = 342 household count Use caution—small sample size

NJ MD DE

WV

TN

MS AK

OH

KY

OK

NM

IN

MO

KS

AZ

PA

IA

NE UT

NY

MI

NH MA RI CT

LEGEND 67.5% Pennsylvania 4.8% Maryland 4.3% Florida 4.1% New Jersey

2.8% New York 2.4% Massachusetts 2.0% Illinois 1.9% Ohio

Top Origin DMAs to Centre County, PA

TRIP ORIGIN U.S.

Centre County, PA

Johnstown-Altoona, PA

0.3%

18.3%

Philadelphia, PA

2.5%

15.2%

Harrisburg-Lancaster-Lebanon-York, PA

0.6%

13.6%

Pittsburgh, PA

0.9%

9.8%

Wilkes Barre-Scranton, PA

0.5%

8.9%

Baltimore, MD*

1.0%

4.8%

New York, NY*

5.4%

4.6%

Tampa-St. Petersburg, FL*

1.6%

3.1%

Washington, DC*

2.0%

2.5%

Boston, MA*

2.3%

2.0%

Top 10 Sum

17.1%

82.8%

Chart 18 • Segment: 2016-2018 Total Person-Stays • Centre County, PA N = 342 household count * Small sample size

Centre County, PA Avg. Party per Stay Spending

by Origin DMA Centre County, PA

TRIP ORIGIN 268

New York, NY

499

Philadelphia, PA

341

Pittsburgh, PA

245

Baltimore, MD*

232

Wilkes Barre-Scranton, PA

205

Harrisburg-Lancaster-Lebanon-York, PA

Johnstown-Altoona, PA

199

129

Chart 19 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Centre County, PA Origin DMA Comparison Stays Based

Trip-Dollars Based 17

Johnston-Altoona, PA

8

16

Harrisburg-Lancaster-Lebanon-York, PA

12 13

Philadelphia, PA

17 10

Pittsburgh, PA

8 9

Wilkes-Barre-Scranton, PA

Baltimore, MD

New York, NY

TRIP ORIGIN

6

5 4 4

7

Chart 21 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *small sample size

Main Mode of Transportation: U.S. and Centre County, PA Air

U.S.

Centre County, PA

TRANSPORTATION Auto

7

3

Chart 22 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Other

88

94

4

3

Travel Distance by Auto: U.S. and Centre County, PA 100 miles or less

TRANSPORTATION

101-200 miles

U.S.

Centre County, PA

201-300 miles

50

43

Chart 23 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

301-500 miles

21

501+ miles

9

42

8

12

5

3

7

Travel Distance by Air: U.S. and Centre County, PA 300 miles or less

U.S.

Centre County, PA

TRANSPORTATION 301-700 miles

9

25

701-1,000 miles

1,001+ miles

20

54

Chart 24 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size

45

19

27

Centre County, PA Month Trip Started

TRIP TIMING

13 10 7

Jan

5

5

Feb

Mar

8

8

8

8

Apr

May

Jun

Jul

Chart 25 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

12

9 7

Aug

Sep

Oct

Nov

Dec

Planning Time Frame by Trip Segments: U.S. and Centre County, PA Less than a week

1 to 3 weeks

U.S.

Centre County, PA

1 month

TRIP TIMING 2-3 months

33

20

4-5 months

32

34

Chart 29 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

6+ Months

15

14

12

20

3

7

5

2

Trip Timing by Quarter: U.S. and Centre County, PA First Quarter

U.S.

Centre County, PA

TRIP TIMING

Second Quarter

20

17

Third Quarter

25

24

Chart 26 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Fourth Quarter

28

27

27

32

Centre County, PA Avg. Party per Trip Spending

by Quarter

TRIP TIMING

370

295

287

268

172

Centre County, PA

First Quarter

Second Quarter

Chart 27 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Third Quarter

Fourth Quarter

Centre County, PA Trip Timing Comparison by Quarter Stays Based

Trip-Dollars Based

31

29 25 16

TRIP TIMING

25

34

23

17

First Quarter

Second Quarter

Chart 28 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Third Quarter

Fourth Quarter

Trip Timing by Season: U.S. and Centre County, PA Winter

U.S.

Centre County, PA

TRIP TIMING Spring

Summer

22

19

23

21

Chart 29 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Fall

30

26

26

34

Centre County, PA Avg. Party per Trip Spending

by Season

TRIP TIMING

327 304 268

257

215

Centre County, PA

Winter

Spring

Chart 30 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Summer

Fall

Centre County, PA Trip Timing Comparison by Season Stays Based

TRIP TIMING Trip-Dollars Based

35 28

23

22

20

29

26

17

Winter

Spring

Chart 31 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Summer

Fall

Purpose of Stay Distribution: U.S. and Centre County, PA

TRIP CHARACTERISTICS

Group Meeting (Net)

Transient Business (Net)

Getaway Weekend (overnight)

General Vacation (overnight)*

General Vacation (day)*

Visit Friends/ Relatives

Special Event

Convention/ Show/ Conference*

Medical/ Health Care*

Seminar/Class/ Training*

Other Leisure/ Personal

U.S.

Centre County, PA

7

11

12

9

9

8

6

1 4

8

25

20

Chart 32 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small Sample size for Centre County, PA

11

14

2

6

2

2 31

16

25

Centre County, PA Avg. Party per Trip Spending

by Purpose of Stay

TRIP CHARACTERISTICS

552

538

392

391

304 268

258

268 222

220

135 80

Centre County, PA

Getaway Weekend (overnight)

General Vacation/ Visit Friends/ Vacation Getaway (day)* Relatives (overnight)*

Special Event

Convention/ Medical/ Health Seminar/ Class/ Other Leisure/ Busines Group Show/ Care* Training* Personal Meeting Conference*

Chart 33 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count * Small sample size

Transient Business

Centre County, PA Purpose of Stay Comparison Stays Based

TRIP CHARACTERISTICS Trip-Dollars Based

22

21 21 11 13 4

6 1

1

3

2

7 1

1

2

Chart 34 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count * Small Sample size

1

2

18

16

19 12

15

Travel Party Composition: U.S. and Centre County, PA One Adult

U.S.

Centre County, PA

TRIP CHARACTERISTICS Couples

MM/FF

46

50

Three or More Adults

31

Children Present

6

33

5

4

Chart 35 â&#x20AC;˘ Segment: 2016-2018 Total Stays â&#x20AC;˘ Centre County, PA N = 342 household count GLOSSARY Children Present

Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household.

MM/FF

Include either two females or two males from different households traveling together.

12

4

9

Average Travel Party Size Overview: U.S. and Centre County, PA 2013-2015

1.86

1.83

U.S. Chart 36 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

TRIP CHARACTERISTICS 2016-2018

1.73

1.68

Centre County, PA

Centre County, PA Avg. Party per Trip Spending

by Travel Party Composition

TRIP CHARACTERISTICS

350 296

285 268 246 203

Centre County, PA

One Adult

Couples

MM/FF

Chart 37 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Three or More Adults

Children Present

Centre County, PA Travel Party Comparison Stays Based

TRIP CHARACTERISTICS Trip-Dollars Based

50 38

33

34

10 5

4 One Adult

Couples

MM/FF

Chart 38 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

9

12

4 Three or More Adults

Children Present

Stay Length Distribution: U.S. and Centre County, PA

TRIP CHARACTERISTICS

Day Trips

U.S.

Centre County, PA

1 night

2-3 nights

4-7 nights

52

50

Chart 39 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

20

18

8+ nights

18

25

8

2

6 1

Average Stay Length Overview (in days): U.S. and Centre County, PA 2013-2015

2.02

1.98

U.S. Chart 40 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

TRIP CHARACTERISTICS 2016-2018

1.74

1.85

Centre County, PA

Centre County, PA Avg. Party per Trip Spending

by Stay Length

TRIP CHARACTERISTICS

906

729 651

394 293

268

119

Centre County, PA

Day Trips

1 night

2 nights

Chart 41 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Small sample for 8+ nights

3 nights

4-7 nights

8+ nights

Centre County, PA Stay Length Comparison

TRIP CHARACTERISTICS

Stays Based

Trip-Dollars Based

50

30

23 18

21

21 14

12 4 Day Trips

1 night

2 nights

3 nights

Chart 42 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Small sample for 8+ nights

6 1 4-7 nights

1

8+ nights

Daily Spending Per Person by Category: U.S. and Centre County, PA Transportation

U.S.

Centre County, PA

29

32

Food

TRIP CHARACTERISTICS

Room

Shopping

25

Entertainment

21

28

Chart 43 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Miscellaneous

12

21

11

10

3

7

3

Top Activities at the Destination

ACTIVITY PARTICIPATION U.S.

Centre County, PA

Visit Friends/Relatives (general visit) Shopping Culinary/Dining Experience Amateur Sports (attend/participate) Nightlife (bar, nightclub, etc.)

Business/Work* Medical/Health/Doctor Visit* Historic Sites* Festivals/Fairs (state, craft, etc.)*

25% 20% 22% 3% 7% 8% 5% 8% 4%

23% 20% 19% 9% 9% 8% 7% 6% 5%

Holiday Celebration (Thanksgiving, July 4th etc.)* Touring/Sightseeing* Live Music (festivals/concerts/clubs) (2017+)* Personal Celebration (Anniversary, Birthday, etc.)* Reunion/Graduation* Bicycling* Hunting* Movies* Parks (national/state etc.)

5% 9% 6% 6% 2% 2% 1% 5% 8%

5% 5% 4% 4% 4% 3% 3% 3% 3%

Chart 45 â&#x20AC;˘ Segment: 2016-2018 Total Stays â&#x20AC;˘ Centre County, PA N = 342 household count * Small sample size

GLOSSARY

Centre County, PA Activity Participation Attraction 20%

•Amateur Sports (9%) •Night Life (9%) •Professional Sports Event (3%) •Gambling (1%) •Show: Boat, Car, Home (1%)

Family/ Life Events 32%

ACTIVITY PARTICIPATION •Visit Friends/ Relatives (23%) •Holiday Celebration (5%) •Other Personal Celebrations (4%) •Reunion/ Graduation (4%) •Wedding (1%) •Funeral/ Memorial (1%)

Culture 22%

Libation and Culinary 21%

General 44%

•Shopping (20%) •Other Activities (9%) •Business/Work (8%) •Medical/ Health/ Doctor Visit (7%) •Religious/ Faith Based Event (2%) •Spa (2%) •Real Estate: buy/ Sell (1%)

Nature 8%

•Parks: National/ State (3%) •Beach/ Waterfront (2%) •Camping (2%) •Wildlife Viewing (1%)

Outdoor Sports 9%

•Historic Sites (6%) •Festival/ Fairs (5%) •Touring/Sightseeing (5%) •Live Music (4%) •Movies (3%) •Museum, Art Exhibits, etc. (2%) •Theater/Dance Performance (1%)

•Culinary/ Dining Experience (19%) •Winery/ Distillery/ Brewery (2%)

•Biking (3%) •Hunting (3%) •Boating/ Sailing (2%) •Extreme Adventure Sports (1%) •Hiking (1%)

Chart 44 • Segment: 2016-2018 Total Stays (%) • Centre County, PA N = 342 household count

61

Centre County, PA Activity Index

ACTIVITY PARTICIPATION

566

286 230

189

188 146

144

Spa

Medical/ Health

U.S. Activity Participation = 100

Hunting

Amateur Sports

Graduation

Extreme Sports

Chart 46 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Biking

Centre County, PA Avg. Party per Trip Spending

by Activities

ACTIVITY PARTICIPATION

1,346

879

839

515 415

398

388

Theme Parks

Parks (national, state, etc.)

Nightlife (bar, nightclub, etc.)

363

361

268

Centre County, PA

Service/ Volunteerism/ Charity

Tennis

Boating/Sailing

Reunion/ Graduation*

Chart 47 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size

Culinary/ Dining Professional Sports Experiences Event*

Centre County, PA Activity Comparison Stays Based

Trip-Dollars Based 23 24

Visit Friends/Relatives (general visit)

20 21 19

Shopping

Culinary/Dining Experience Amateur Sports (attend/participate)

9

Nightlife (bar, nightclub, etc.)

9

Business/Work*

Medical/Health/Doctor Visit* Historic Sites*

Festival/Fairs (state, craft, etc.)* Holiday Celebration (Thanksgiving, July…

Touring/Sightseeing Live Music (festival/concerts/clubs)…

Other Personal Celebration (Anniversary,…

Reunion/Graduation*

27

13 13

8

5 2

ACTIVITY PARTICIPATION

7

6 4 5 5 5 3 5 6 4 4 4 3 4

8

Chart 49 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count *Small sample size

Accommodation Type: U.S. and Centre County, PA Hotel

U.S.

Centre County, PA

Other Paid Non-Hotel

53

ACCOMMODATION Non-Paid Accommodations

17

65

Chart 51 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

30

11

24

Centre County, PA Avg. Party per Trip Spending

by Accommodation Type

ACCOMMODATION

509

306 276

268

Centre County, PA

Hotel/Motel

Other Paid Non-Hotel

Chart 52 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Non-Paid Accommodations

Centre County, PA Accommodation Type Comparison Stays Based

ACCOMMODATION

Trip-Dollars Based

71 62

28

19 10

Hotel

10

Other Paid Non-Hotel

Chart 53 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count

Non-Paid Accommodations

Centre County, PA Paid Accommodation Type Comparison Stays Based

ACCOMMODATION

Trip-Dollars Based

40 34

17

17

13 6

5

High-End Hotel

2 Mid-Level Hotel

Chart 53 • Segment: 2016-2018 Total Stays • Centre County, PA N = 342 household count Small sample size

Economy Hotel

Other Hotel

Centre County Ratings Low Satisfaction High Value

100

High Satisfaction High Value

95 Data Year: 2016-2018

90 Excellent Value (8-10)

PERFORMANCE RATINGS

2013-2015

85 80 Centre County

75

Centre County

70

U.S.

65 60 Low Satisfaction Low Value

55

High Satisfaction Low Value

50 50

55

60

65

70

75

80

85

90

95

Excellent Satisfaction (8-10) Chart 54 â&#x20AC;˘ Segment: 2016-2018 Total Stays â&#x20AC;˘ Centre County, PA N = 342 household count

100

Satisfaction and Value ratings may be combined into a matrix which places each destination in the location where Satisfaction and Value intersect.

Destinations or segments fall into one of four quadrants. Those that are in the High Satisfaction/ High Value quadrant have the most loyal visitors.

Those visitors are most likely not only to return, but they are likely to spend more, as well as provide invaluable word-of-mouth recommendations. The graph to the left shows these data for Centre County, PA and the US average.

Appendix

70

Confidence Interval % - Main Mode Of Transportation Sample size- Unweighted Household Counts, page 1 Example: If the auto travel finding for Total travel to Centre County is 94% in 2016-2018 and the sample size is 342 using the chart to the right we can say that at the 90% level of confidence the proportion ranges between 91.7% and 96.3%.

The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the population. Percentage Findings in Report or Data Tables as follows: Leisure Travel

U.S. Centre County, PA

Sample Size for 2016-2018

At or near 2% or 98%

At or near 5% or 95%

At or near 10% or 90%

At or near 25% or 75%

At or near 50%

189,191

0.0%

0.1%

0.1%

0.1%

0.2%

342

0.9%

1.6%

2.3%

3.4%

4.4%

71

DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study measuring the travel behavior of US residents. DK Shifflet contacts 50,000 distinct U.S. households monthly and has done so since 1991. DK Shifflet is able to provide current behavior and long term trended analyses on a wide range of travel.

DK Shifflet data are collected using an online methodology employing KnowledgePanel®, an address based sample panel offered by Knowledge Networks. The sample is drawn as a national probability sample and returns are balanced to ensure representation of the U.S. population according to the most recent U.S. Census. Key factors used for balancing are Origin State, Age, Income, Education, Gender, Ethnicity/race and return rates. The Knowledge Networks sample is used to create benchmark weights which are applied to surveys returned from other managed panels used by DK Shifflet.

Both traveling and non-traveling households are surveyed each month enabling DK Shifflet to generate the best estimate of travel incidence (volume) within the total U.S. population. Among those who have traveled (overnight in the past three months, and daytrips in the past month) details of their trip(s) are recorded for each month. This overlapping, repeating monthly approach boosts the observed number of trips for each travel month and controls for seasonality and telescoping biases.

"Travel" is defined as either an overnight trip defined as going someplace, staying overnight and then returning home or as a day trip defined as a place away from home and back in the same day.

Respondents report travel behavior for each stay of each trip; an approach that enhances reporting for specific travel events, activities and spending.

A wide variety of general travel information is collected including travel to destinations at a city level, hotel stayed in, purpose of stay and activities, expenditures, mode of transportation, party composition, length of stay, travel agent and group tour usage, satisfaction and value ratings, and demographics, including origin markets.

Several questions are asked as open-ends to ensure that the responses are not influenced by a pre-listed set of response categories. Each respondent identifies the actual destination visited with an open-end response. This is particularly significant for obtaining accurate data for smaller cities and counties and representing total travel. This increases time and expense to accurately capture these responses but quality requires it.

Extensive coding lists are updated regularly to ensure that all data is recorded accurately. DK Shifflet’s Quality control committee conducts bimonthly meetings to review survey results and examine methods to maintain and improve quality control.

About DK Shifflet

DK Shifflet, an MMGY Global Company, is the leading U.S. consumer travel research firm. DK Shifflet is located in McLean, VA and has, for more than 30 years, provided the Industry’s most complete consumer based travel data on U.S. residents and their travel worldwide. Our clients include destination marketing organizations, theme parks, auto clubs, hotel chains and more.

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