Core Research 2007-08 Final 1

2007-08 FREDERICKSBURG CVB

RESEARCHFINAL REPORT

Four-phase Tracking Study comparing 1999-’00 and ‘03-’04 Results

March, 2008

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METHODOLOGY Print questionnaire (2-sided card) distributed at retail &

tourist locations throughout the city. Questionnaire and four-phase process mirrors 1999-00 &

2003-‘04 study for tracking purposes. Results of all four phases compared to prior tracking

studies

Year: Responses• 1999-2000 3,813• 2003-2004 3,793• 2007-2008 3,769

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2007-08 SAMPLE CHARACTERISTICS

People in party %

1 - 2 653 + 35

GenderWomen 63Male 37

Age Under 35 15

35 - 49 2550 + 60

Times visited %First time 261 - 3 times 294 - 20 times 31more than 20 14

IncomeUnder $40,000 10$40K - $60K 18$60K - $80K 18$80K - $100K 18over $100K 35

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TRACKING SAMPLE CHARACTERISTICS

’00 ’04 ‘07 People in party % % %

1 - 2 60 60 653 + 40 40 35

GenderWomen 67 62 63Male 33 38 37

Age Under 35 20 15

1535 - 49 34 27 2550 + 46 59 60

’00 ’04 ‘07

Times visited % % %First time 24 25 261 - 3 times 29 30 294 - 20 times 33 31 31more than 20 15 14 13

IncomeUnder $40,000 18 17 10$40K - $60K 28 23 18$60K - $80K 19 18 18$80K - $100K 15 16 18over $100K 20 26 35

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IS FREDERICKSBURG THE MAIN DESTINATION?

The pattern is consistent, with over three-quarters of the visitors choosing Fredericksburg as their main destination

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STAYING OVERNIGHTMore visitors are choosing to stay overnight, a significant difference since the past two surveys

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OVERNIGHT LODGINGLodging patterns have changed slightly since the previous studies,

with more people choosing an RV Park

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LENGTH OF STAY

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COMPARING LENGTH OF STAY

Over half of the visitors stay for at least two days, up substantially from 2004

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PROFILE OF A FREQUENT VISITOR

For those who have been to Fredericksburg 4+ times,

They represent 45% of all visitors: More women “of a certain age” than the overall visitor

profile, Higher household income than average visitor Shoppers! (62% come to shop, compared to 51% overall)

– also more likely to be looking for a great dining experience.

They evaluate the Fredericksburg experience more positively than others for all attributes – except variety of attractions.

Plan to spend an average of $634, which is up from $431 in the past survey

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TOP REASONS TO VISITShopping continues to be the top motivation to visit. The restaurants and historic sites

are also primary draws.

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TOP REASONS TO VISITShopping is not as dominant a motivator as in prior years. Touring Wineries is the only activity that

has increased substantially since prior surveys.

TRACKING THE APPEAL OF SEASONAL ATTRACTIONS

Quarter

2000 2004 2007

Romantic getaway

1 32% 27% 28%

Wildflowers

2 44% 52% 36%

Peaches 3 25% 31% 22%

Shopping 3 70% 64% 61%

Tour Wineries

4 10% 27% 23%**

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** Wineries attract visitors year-round: Q1 20%, Q2 26%, Q4 27%

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PURCHASE PLANS

Averages for Q2 + Q3: 2007 $6352008 $4322000 $317

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EXPECTATIONS: Images Test is Consistent

Fredericksburg continues to make the strongest impact as a place with Texas Hospitality and unique accommodations. “Exceeded” expectations only, excludes

“no opinion”

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VISITORS’ HOME CITY

15%12%

13%

16%

11%

17%

14%13%

19%14%

11%

17%16%

14%

other Texas

Houston

San Antonio

Aust & Hill Co.

DFW

2000 2004 2007

It appears that our top metro share has decreased substantially, in favor of a wider range of hometowns throughout the country (22%) and abroad (8%).

VISITORS’ HOME CITYOur top metro shares have decreased, in favor of a wider range of hometowns throughout Texas and the country.

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SOURCES OF INFORMATION

Word of mouth is still the best medium, and Internet sites and publications remain constant

CONCLUSIONS

The visitor profile remains consistent, but are now more likely to come from: higher income homes non-metro areas.

Visitors are planning to stay longer and spend more than in prior years.

Visitors continue to enjoy their experience – especially the “Texas hospitality”

Motivations for visiting are consistent – with shopping topping the list, but Winery tours are becoming a bigger draw.

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