Maryland Office of Tourism Development & Marriner...

Research prepared for Maryland Office of Tourism Development & Marriner Marketing by:

Ad Effectiveness & ROI Study(Pre-Campaign)

Presentation of FindingsJuly 2019

Maryland Office of Tourism Development &

Marriner Marketing

Maryland Office of Tourism Development & Marriner Marketing – Ad Effectiveness & ROI Study (Pre-Campaign Awareness) Page 2

Research Overview

In this presentation we will review the findings of a study of American leisure travelers from key markets conducted by Destination Analysts on behalf of the

Maryland Office of Tourism & Development and its agency, Marriner Marketing. This online survey‐based research was conducted before the

commencement of the Maryland Office of Tourism & Development’s FY 2019 advertising campaign.

The primary objective of this pre and post study was to measure impact and awareness of the Maryland Office of Tourism’s media campaign as well as identify key drivers for overnight visitation to the state. Additionally, the research was designed to benchmark travelers’:

• Awareness of and familiarity with Maryland as a leisure travel destination

• Rates of past visitation and likelihood to visit the state in the future

• Current perceptions of the state as a leisure travel destination

• Motivations for visiting Maryland and trip activities desired

• Awareness of Maryland travel advertising

• Earned and paid media recall


Methodology

Destination Analysts worked closely with Marriner Marketing to develop a questionnaire to address these informational goals as well other insights desired.

Using the domestic panel of survey sample provider Dynata, an online survey invitation was sent to adult Americans from Maryland’s key feeder markets

(DMAs): Baltimore, Cincinnati, Cleveland, Columbus, District of Columbia, Harrisburg/Lancaster, New York, Philadelphia and Pittsburgh. Albany was also

included in the survey sample to serve as a control market to ensure any measurable brand lift observed in the markets of study in the post‐campaign survey

can be attributed to the advertising campaign and not other external factors. Respondents were then screened for the following qualifications:

Diversity in the sample was important so the survey sampling strategy targeted a mix of respondents by gender, age and ethnicity.

The survey was fielded February 13th through March 13th, 2019. In total, 1,605 complete surveys were collected.

• Aged between 25‐72 years old

• Minimum household income of $60K

• Traveled overnight for leisure in the last 12 months

• Stayed in hotel accommodations at least one night for one or more leisure trips in the past year

DETAILED FINDINGS

RESPONDENT PROFILE


Overnight Leisure Trips/Accommodations Used for Past Overnight Trips

Figure 1: Overnight Leisure Trips Taken in Past Year

Question: In the past 12 months, how many overnight leisure trips have you taken? Please include only OVERNIGHT trips of 50 miles or more (one way) from your home. Base: All respondents. 1,605 responses.

11.1%

21.5%

19.7%

15.4%

10.1%

7.7%

2.2%

3.2%

9.1%

0% 10% 20% 30% 40%

1

2

3

4

5

6

7

8

9 or more

Mean = 4.1

Figure 2: Accommodations Used for Past Overnight Trips

Question: Which type(s) of accommodations did you stay in on these overnight leisure trips? (Select all that apply) Base: All respondents. 1,605 responses.

4.9%

3.0%

3.0%

7.3%

7.4%

10.8%

14.3%

16.7%

24.0%

29.7%

93.8%

0% 20% 40% 60% 80% 100%

Other

Sailing vacation (bareboat or captained charters)

Campground

Cabin, lodge or cottage

Bed‐and‐breakfast

Vacation home rental

Airbnb or similar peer‐to‐peer lodging

Motel

Resort

Private residence of friend or family member

Hotel


Anticipated Overnight Trips/Anticipated Overnight Trips to Out-of-State Destinations

Figure 3: Anticipated Overnight Trips in the Next Year

Question: In the next 12 months, how many overnight leisure trips do you plan to take? Please include only OVERNIGHT trips of 50 miles or more (one way) from your home. Base: All respondents. 1,605 responses.

11.3%

24.0%

20.6%

14.6%

9.0%

7.1%

1.8%

2.5%

9.0%

0% 10% 20% 30% 40%

1

2

3

4

5

6

7

8

9 or more

Mean = 4.0

Figure 4: Anticipated Overnight Trips to Out‐of‐State Destinations in the Next Year

Question: How many of these overnight leisure trips will be to destinations outside your primary state of residence? Base: All respondents. 1,605 responses.

2.5%

15.1%

25.2%

20.4%

13.3%

7.3%

4.4%

2.2%

2.7%

6.8%

0% 10% 20% 30% 40%

0

1

2

3

4

5

6

7

8

9 or more

Mean = 3.5


13.8%14.0%16.6%19.2%19.3%21.9%22.3%

30.3%31.0%31.9%31.1%31.0%34.4%34.4%37.0%34.2%38.3%36.2%39.6%36.9%42.5%

32.2%38.7%

27.9%

5.4%6.9%7.3%7.5%9.1%10.6%13.2%

12.1%12.8%14.1%18.0%21.9%19.4%20.0%17.7%20.5%17.9%22.2%20.0%26.2%

28.6%40.1%

41.4%56.2%

0% 20% 40% 60% 80% 100%

Access to professional sportsA destination that is easy to add on to a business trip

Music festivalsA stop between two destinations

One‐of‐a‐kind shopping experiencesLocal breweries/distilleries/wineries

Theme parks/family‐friendly activitiesA wealth of arts institutions and cultural events

Cultural eventsA destination where it is easy to extend my trip if need be

Local seafoodDiscounts for hotels/attractionsA variety of outdoor activitiesMuseums and historical sites

An ideal destination for a holiday weekendUnique cultural history and heritage

A diverse culinary scene featuring local favoritesScenic drives

Distinctive towns and neighborhoodsAn abundant coastline and water‐based activities

Varied landscapes and natural beautyOpportunities to bond with my family

Opportunities to relaxSafety

4 5 – Very important

Importance of Attributes to Destination Selection ProcessFigure 5: Importance of Attributes to Destination Selection Process – Top Two Box Score

Question: Please think about your process for selecting destinations to visit for your overnight leisure trips. How important are each of the following attributes and offerings to you? Please evaluate each using the five‐point scale below in which “1” represents “totally unimportant” and “5” represents “very important.” Base: All respondents. 1,605 responses.


Sources of Destination Inspiration/Travel Planning Resources Figure 6: Sources of Destination Inspiration

Question: How do you typically get ideas for destinations to visit for leisure? (Select all that apply) Base: All respondents. 1,605 responses.

7.5%2.4%2.7%3.1%3.5%4.1%5.4%7.7%10.3%11.0%11.7%13.1%13.3%13.4%13.7%13.8%14.1%16.1%18.7%20.1%22.7%

28.1%29.0%

36.6%49.2%

59.7%

0% 20% 40% 60% 80%

OtherPodcasts

Radio program(s)—streamingRadio advertising—streamingRadio program(s)—traditionalRadio advertising—traditional

BlogsVideo—online

Advertising on social networking sitesEmail newsletter(s)

Travel agencies—traditionalTelevision program(s)—streaming

Films/moviesAdvertising ‐ televised

Posts from those I follow on social networking sitesAdvertising—onlineTravel‐planning appsAdvertising—in print

Television program(s)—traditional broadcastMagazine/newspaper article—online

Travel agencies—online Magazine/newspaper article—in printOfficial destination/tourism websites

Travel‐planning websitesOnline searches

Friends/family through direct contact

1.2%1.2%1.6%1.8%2.1%2.4%2.9%

5.9%6.0%6.3%7.1%9.5%10.4%11.3%12.9%14.1%14.5%16.2%16.8%17.8%18.4%18.6%

26.3%29.0%30.5%

36.0%50.8%

0% 20% 40% 60%

TumblrFlyerTalkHipmunkSnapchat

SkyscannerHotelTonight

TwitterInstagram

Lonely PlanetPinterest

Fodors.comHotwire

TravelzooYouTube

Yelptrivago

FacebookPriceline

OrbitzBooking.com

KAYAKAirbnb or similar vacation rental site

TravelocityHotels.com

Google MapsExpedia

TripAdvisor

Figure 7: Travel Planning Resources

Question: Which of the following resources do you use to plan leisure travel? (Select all that apply) Base: All respondents. 1,605 responses.


Publications Travelers Read

Figure 8: Publications Travelers Read

Question: Which of the following publications do you read (digital or print)? (Select all that apply) Base: All respondents. 1,605 responses.

41.7%9.1%

2.5%2.6%2.8%3.4%3.4%4.4%4.6%5.1%6.4%

9.5%9.6%10.1%11.6%13.9%

17.7%25.5%

0% 20% 40% 60%

None of theseOtherEBONYOutside

AFARSunset

Nature ConservancyESSENCEHistory

Men’s JournalEconomist

SmithsonianSouthern Living

National Geographic TravelerCondé Nast Traveler

Food & WineBetter Homes and Gardens

Travel + Leisure

MARYLAND’S COMPETITIVESITUATION


Top-of-Mind Destinations with Maryland’s Attributes/ Familiarity

Figure 9: Top‐of‐Mind East Coast Destinations with Maryland’s Attributes (Unaided)

Question: Please think about the East Coast of the United States as a region for overnight leisure travel. Now think about travel destinations within the East Coast that specifically feature the following attributes: Abundant land and water‐based outdoor activities, Varied landscapes—from cities to oceans to mountains, A diverse culinary scene featuring seafood and other local favorites, Rich in history and historic sites, Welcoming culture. Please list the first three East Coast STATES that come to mind as fitting this description. Base: All respondents. 1,573 responses.

1.6%4.5%4.5%5.2%6.1%6.8%7.4%

10.6%20.8%

22.6%23.5%

26.7%27.4%27.8%28.1%28.5%29.6%

0% 10% 20% 30% 40%

Washington D.C.Rhode Island

New HampshireDelawareVermont

ConnecticutGeorgia

PennsylvaniaNew JerseyMaryland

South CarolinaNorth CarolinaMassachusetts

VirginiaMaineFlorida

New York

8.0%9.9%11.1%11.4%11.7%13.6%14.8%15.5%17.4%18.1%

13.4%21.0%25.2%25.6%27.1%25.4%

31.8%30.1%28.2%

36.8%51.5%

2.4%2.9%2.4%2.6%3.5%3.3%3.5%4.0%2.9%3.8%

11.7%4.8%

5.1%5.3%6.7%13.9%

11.6%17.0%20.1%

22.9%13.6%

0% 10% 20% 30% 40% 50% 60% 70%

IllinoisMichigan

Rhode IslandNew Hampshire

West VirginiaVermont

ConnecticutGeorgia

DelawareMaineOhio

South CarolinaMassachusettsNorth Carolina

VirginiaMaryland

District of ColumbiaPennsylvaniaNew JerseyNew York

Florida

I know a lot about this state as a leisure destination.I know almost everything about this state as a leisure destination.

Figure 10: Familiarity with Leisure Offerings

Question: How much do you know about each of the following as a destination for leisure travel? Base: All respondents. 1,605 responses.


1.0%10.5%10.9%11.0%11.8%13.6%15.2%15.8%

19.4%22.6%24.3%24.8%26.4%27.5%27.6%

33.7%35.0%

38.5%48.7%

53.6%57.9%59.8%

0% 20% 40% 60% 80%

None of the aboveVermont

Rhode IslandNew Hampshire

MichiganIllinois

West VirginiaMaine

GeorgiaOhio

ConnecticutDelaware

South CarolinaMassachusettsNorth Carolina

District of ColumbiaVirginia

MarylandNew Jersey

PennsylvaniaNew York

Florida

States Visited for Leisure in Past Five Years/Likelihood to Visit in the Next Year

Figure 11: States Visited for Leisure in Past Five Years

Question: In the past five years, which of the following have you taken a leisure trip within? (Select all that apply) Base: All respondents. 1,605 responses.

10.0%10.2%9.0%10.0%10.4%10.3%10.4%13.7%

8.3%15.7%

12.4%15.7%16.5%18.5%17.6%16.6%14.4%17.1%18.9%20.2%18.9%

5.3%5.8%7.5%6.8%6.5%8.7%12.2%

11.0%17.4%

10.2%13.7%

14.4%13.8%

16.4%17.9%23.1%25.6%

31.2%33.3%

41.5%43.4%

0% 10% 20% 30% 40% 50% 60% 70%

MichiganNew Hampshire

VermontIllinois

Rhode IslandWest VirginiaConnecticut

MaineOhio

GeorgiaDelaware

MassachusettsSouth CarolinaNorth Carolina

VirginiaDistrict of Columbia

MarylandNew Jersey

PennsylvaniaNew York

Florida

4 5 — Definitely WILL visit

Figure 12: Likelihood to Visit in the Next Year

Question: On a five‐point scale, where “1” represents “Definitely will NOT visit” and “5” represents “Definitely WILL visit,” what is the likelihood that you will visit each of the following in the next year? Base: All respondents. 1,605 responses.


1.0%1.0%1.0%1.5%1.6%1.7%1.8%1.8%1.9%2.6%

4.0%4.0%4.4%4.4%4.7%5.6%

9.6%9.6%

15.1%15.3%

0% 5% 10% 15% 20%

To visit AnnapolisInner Harbor

CrabsBeautifulRelaxing

Passing throughHistory

Interesting/NewSporting Events

To visit BaltimoreOutdoor Activities

To explore/experience MarylandDining/Seafood

Lots to do and seeVacation

To visit Ocean CityBeach/Coast

A good/enjoyable placeConvenient location

Family/Friends in the state

Reasons for Being Likely to Visit Maryland in the Next Year

Question: In a previous question, you responded that you were likely to visit Maryland in the next year. Please briefly share and describe your reason(s). Base: All respondents. 602 responses.

Figure 13: Reasons for Being Likely to Visit Maryland in the Next Year


Reasons for Being Likely to Visit Maryland in the Next Year

Figure 14: Advertising Recall (Past 6 Months)—Aided

Question: Which of the following have you seen or heard travel‐related advertising for in the past three to six months? (Select all that apply) Base: All respondents. 1,605 responses.

Advertising Recall (Past 6 Months)—Aided

42.9%

33.8%

20.1%16.7% 16.6%

14.2% 13.9% 12.7% 11.4% 10.4% 9.4% 8.3% 8.2% 8.0% 7.9% 7.3% 6.9%5.3%

3.4% 3.2% 2.6%

29.9%

$76

$70

$35 $37

$0

$10

$20

$30

$40

$50

$60

$70

$80

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%Ad Recall Rate Marketing Budget (Million)

THE MARYLANDDESTINATION BRAND


Top-of-Mind Associations with Maryland (Unaided)Figure 15: Top‐of‐Mind Associations with Maryland (Unaided)

Question: Now please think specifically about the state of Maryland as a place to visit for leisure trips. What first comes to mind? Even if you are unfamiliar with Maryland as a leisure travel destination, please respond according to your current perceptions. Base: All respondents. 1,503 responses.

2.1%2.2%2.2%3.7%3.9%4.4%4.8%5.4%6.9%7.2%8.1%8.5%

14.8%15.2%

17.7%22.9%

30.0%34.8%

0% 10% 20% 30% 40%

ShoppingEducation

Scenic landscapesNational/State Parks

Aquarium/ZooDistrict of Columbia

AccessibleProfessional SportsOutdoor recreation

Inner HarborChesapeake Bay

HistoryAnnapolis, MD

CrabsRestaurants/Food

Ocean City, MDOcean/Beach

Baltimore, MD


Maryland Ad Recall: Advertising Medium/Earned Media Recall

59.7%1.7%0.7%1.5%1.9%2.6%2.6%3.2%3.5%3.6%3.8%4.2%5.3%5.9%6.2%6.2%6.9%7.3%10.0%11.9%13.4%

0% 20% 40% 60% 80%

I don’t rememberOther

PodcastsBlogs

Radio program—streamingFilms/movies

Email newsletter(s)Video—online (YouTube, etc.)

Travel‐planning appsTravel agencies—traditionalRadio program—traditional

Television program—streaming Travel agencies—online

Official destination/tourism websitesTravel‐planning websites

Magazine/newspaper article—onlineSocial media

Online searchesMagazine/newspaper article—in print

Television program—traditionalFriends/family through direct contact

Figure 17: Earned Media Recall

Question: Other than advertising, do you recall recently seeing, hearing and/or reading about the state of Maryland as a travel destination in any of the following? (Select all that apply) Base: All respondents. 1,605 responses.

4.6%1.6%1.9%2.1%3.8%3.8%5.4%6.4%6.6%7.2%7.8%7.9%8.1%8.9%9.5%11.1%11.8%12.0%13.8%

17.2%17.7%19.9%

24.5%24.9%

33.0%50.8%

0% 20% 40% 60%

I don't rememberOther

SnapchatPodcast

BlogApp

TwitterPinterest

Email newsletterVideo—onlineOther website

Smartphone or other mobile channelRadio—streamingOther social media

InstagramEvent

Travel agency—onlineBillboard/bus ad/train

Search engineNewspaper

Radio—traditionalTelevision¬—streaming

FacebookTravel‐related website

MagazineTelevision—traditional

Figure 16: Maryland Ad Recall—Advertising Medium

Question: In the previous question, you indicated that you have recently seen or heard advertising for Maryland. Where did you see or hear this advertising? Base: All respondents. 1,605 responses.


12.9%15.1%17.0%20.2%22.0%21.8%24.8%25.7%24.2%27.6%26.6%26.1%32.3%29.9%29.9%32.4%31.9%31.7%34.6%32.5%34.4%35.7%

32.0%27.5%

7.3%7.2%8.0%10.8%10.3%13.8%12.1%12.2%17.3%

18.5%19.6%20.7%15.5%19.1%19.4%17.5%18.1%20.0%17.4%19.7%18.8%19.2%

34.5%52.5%

0% 20% 40% 60% 80% 100%

One‐of‐a‐kind shopping experiencesMusic festivals

Fun theme parks and family‐friendly activitiesLocal breweries/distilleries/wineriesDiscounts for hotels and attractions

A destination that is easy to add on to a business tripCultural events

A wealth of arts institutions and cultural eventsAccess to professional sports

An ideal destination for a holiday weekendA stop between two destinations

Opportunities to bond with my familySafety

Opportunities to relax and rechargeA destination where it is easy to extend my trip if need be

Unique cultural history and heritageScenic drives

Museums and historical sitesA diverse culinary scene featuring local favorites

Varied landscapes and natural beautyDistinctive towns and neighborhoods

A variety of outdoor activitiesAn abundant coastline and water based activities

Local seafood

4 5 – Strongly associate with Maryland

Maryland Destination Attribute Association Rating

Figure 18: Maryland Destination Attribute Association Rating—Top Two Box Score

Question: Please rate Maryland for each of the following attributes using the five‐point scale below, in which “1” represents “Do not associate at all with Maryland” and “5” represents “Strongly associate with Maryland.” Base: All respondents. 1,605 responses.


5.4%5.9%7.1%8.1%10.8%12.3%12.3%13.1%13.5%13.8%14.0%16.2%18.3%20.2%20.4%21.2%21.6%24.0%24.7%25.4%26.8%28.2%28.4%

40.0%52.7%

0% 20% 40% 60%

OtherOne‐of‐a‐kind shopping experiences

A destination that is easy to add on to a business tripMusic festivals

Fun theme parks and family‐friendly activitiesAccess to professional sports

A destination where it is easy to extend my tripA wealth of arts institutions and cultural eventsDeals and discounts for hotels and attractions

Cultural eventsLocal breweries/distilleries/wineries

A stop between two destinationsSafety

An ideal destination for a holiday weekendA diverse culinary scene featuring local favorites

A variety of outdoor activitiesUnique cultural history and heritage

Opportunities to bond with my familyDistinctive towns and neighborhoodsVaried landscapes and natural beauty

Scenic drivesOpportunities to relax and recharge

Museums and historical sitesAn abundant coastline and water‐based activities

Local seafood

Most Motivational Attributes for Visiting MarylandFigure 19: Most Motivational Attributes for Visiting Maryland

Question: Which of the following attributes of Maryland most motivate you to take an overnight leisure trip in the state? (Select all that apply) Base: All respondents. 1,605 responses.


41.5%35.6%

22.3%

46.2%

20.1%

31.0%25.1%

37.9% 36.9%

49.3%

79.9%

32.3%

54.9%

51.6%46.1% 49.9%

52.0%50.0%

53.1%

66.5%

52.2%46.7%49.0% 47.7%

19.2%20.9%

23.8%26.7%28.4%

32.5%35.5%42.4%43.8%

46.0%

49.1%52.9%

53.8%

54.3%54.7%

54.7%56.3%

58.4%59.6%

63.1%

71.1%72.3%80.1%

84.1%

0%

20%

40%

60%

80%

100% Highly associate MD with this attribute Important to Destination Selection Process

Associations with Maryland vs. Importance to Destination Selection Process

Questions: 1. Please think about your process for selecting destinations to visit for your overnight leisure trips. How important are each of the following attributes and offerings to you? 2. Please rate Maryland for each of the following attributes using the five‐point scale below, in which “1” represents “Do not associate at all with Maryland” and “5” represents “Strongly associate with Maryland.” Base: All respondents. 1,605 responses.


Inspiring Travel to Maryland

Figure 21: Inspiring Travel to Maryland—% of Respondents who ranked each statement #1 in Terms of Inspiring Visitation to the State

Question: Please rank the following statements based on how much they inspire you to take a leisure trip to Maryland. Please select and rank the top three statements from most inspirational (1) to least inspirational (3) by dragging a statement to the appropriate number on the right. Base: All respondents. 1,605 responses.

9.0%

9.2%

18.7%

22.8%

40.2%

0% 20% 40% 60%

Our sense of pride, authenticity and community is not just for locals—it’s extended to all who

visit Maryland.

In Maryland, we pride ourselves on inclusivityand are open for any and all people who wish to

visit here.

If you’re looking for a water experience, the Chesapeake Bay is one of the Maryland’s most

treasured natural wonders.

From mountains to cities to the coast, you’ll find it easy to get around and experience our vast, breathtaking geography by land or water.

Seafood is the star of Maryland’s culinary scene, with steaming crabs, fresh trout, local oysters,

rockfish and more.


Deterrents to Visiting Maryland

Question: In a previous question, you responded that you were unlikely to visit Maryland in the next year. Which best describes the reason(s)? (Select all that apply) Base: Respondents who said they are unlikely to visit Maryland in the upcoming year. 373 responses.

5.1%

2.4%

4.2%

5.1%

7.1%

7.5%

7.8%

8.1%

12.8%

14.3%

14.5%

25.9%

54.5%

0% 20% 40% 60%

Other

Maryland is too difficult to get to

A trip to Maryland is too expensive

Maryland is not safe

I recently visited Maryland

There is not enough to do in Maryland

Personal financial reasons

Maryland is too far from home

Maryland is not exciting

Not enough personal vacation time

I'm not interested in what Maryland offers as a travel experience

I don't know enough about Maryland

Other destinations are more appealing

THE IDEAL MARYLAND TRIP


Method of Arrival / Length of Stay in Maryland

Figure 23: Method of Arrival

Question: If you were to take a leisure trip in Maryland, how would you most likely arrive? Base: All respondents. 1,605 responses.

1.9%

0.2%

0.5%

1.2%

3.5%

7.5%

8.9%

76.3%

0% 20% 40% 60% 80% 100%

Other

Bicycle

Motorcycle

Bus

Train

Airplane

Rental car

Personal auto

Figure 24: Length of Stay in Maryland

Question: If you were to take a leisure trip in Maryland, how long would you stay? Base: All respondents. 1,605 responses.

3.0

3.7

0.0 1.0 2.0 3.0 4.0

Nights

Days


1.9%

0.5%

2.8%

6.4%

8.1%

8.7%

9.0%

10.1%

11.1%

14.2%

81.0%

0% 20% 40% 60% 80% 100%

Other

Sailing vacations (bareboat or captained charters)

Campground

Cabin, lodge or cottage

Vacation home rental

Private residence of friend or family member

Bed‐and‐breakfast

Airbnb or similar peer‐to‐peer lodging

Resort

Motel

Hotel

Place of Stay / Travel Party Composition

Figure 25: Place of Stay

Question: If you were to take a leisure trip in Maryland, in which type of accommodations would you most likely stay? (Select all that apply) Base: All respondents. 1,605 responses.

Figure 26: Travel Party Composition

Question: If you were to take a leisure trip in Maryland, who would most likely travel with you? (Select all that apply) Base: All respondents. 1,605 responses.

0.7%

5.3%

5.3%

8.5%

10.0%

13.4%

14.4%

18.7%

76.4%

0% 20% 40% 60% 80%

Grandparents

No one (on my own)

Parents

Other family members

Children under age 18 (others)

Children under age 18 (my own)

Adult children

Friend(s)

Spouse or significant other


4.7%4.5%

2.5%3.1%3.3%5.0%6.5%8.9%10.2%10.4%

14.2%16.3%

22.9%25.0%

29.1%33.7%

38.0%42.8%42.8%

46.1%53.6%

58.4%

0% 20% 40% 60%

Unsure/I don’t knowOtherTennis

Jet skiingMotorboating

SailingGolf

FishingGetting a feel for the local personalities

BikingWatching professional and/or minor league sports

HikingSwimming

Enjoying breweries/distilleries/wineriesArts/cultural activities – museums, theater, etc

ShoppingScenic drives

Going sightseeingEnjoying the local culinary scene

Visiting historical sitesVisiting the beach

Enjoying local seafood

Maryland Activities

Figure 27: Maryland Activities

Question: If you were to take a leisure trip in Maryland, which of the following would you participate in during your trip? (Select all that apply) Base: All respondents. 1,605 responses.

RESPONDENT DEMOGRAPHICS


Demographics

FormalEducation

HouseholdIncome

Age

Gender

Total

Likely to Visit Maryland Next

Year

Unlikely to visit Maryland Next

Year Past Visitor Non‐VisitorMean Age 55.0 53.1 56.3 54.1 55.6

Female 53.3% 56.1% 51.4% 55.6% 51.8%Male 46.3% 43.7% 48.0% 44.2% 47.6%Other 0.4% 0.1% 0.5% 0.1% 0.5%

Mean Household Income $110,255 $111,614 $109,351 $111,395 $109,541

Postgraduate work/degree 34.4% 35.1% 33.9% 36.5% 33.0%College graduate 42.6% 43.1% 42.2% 40.5% 43.9%Some college 12.9% 11.9% 13.5% 13.1% 12.7%Trade / technical / vocational training 3.4% 3.8% 3.2% 3.3% 3.5%High school graduate 6.7% 5.9% 7.2% 6.5% 6.9%Some high school 0.1% 0.1% 0.0% 0.1% 0.0%

Base 1605 721 884 682 923


Demographics—Continued

Children

Marital Status

Ethnicity

Orientation

Total

Likely to Visit Maryland Next

Year

Unlikely to visit Maryland Next

Year Past Visitor Non‐VisitorSingle 23.2% 26.0% 21.3% 23.7% 22.9%Married 71.0% 69.7% 71.8% 71.2% 70.9%Domestic partnership 4.7% 2.7% 6.0% 3.7% 5.3%

Has children under 18 living in household 23.5% 29.7% 19.3% 27.5% 21.0%

Heterosexual 92.4% 92.0% 92.6% 91.1% 93.2%Gay/lesbian/bisexual (LGBTQ) 5.2% 5.2% 5.1% 5.0% 5.3%Other 0.5% 0.7% 0.4% 1.0% 0.2%

Caucasian/white 79.7% 71.0% 85.5% 74.4% 83.0%African‐American/black 8.5% 12.7% 5.6% 10.5% 7.2%Asian 7.3% 10.8% 5.0% 10.3% 5.4%Hispanic/Latin American 3.6% 4.1% 3.3% 3.5% 3.7%Native American 0.2% 0.2% 0.2% 0.2% 0.2%Other 0.3% 0.5% 0.2% 0.4% 0.3%

Base 1605 721 884 682 923

SUMMARY OF THE TYPICAL TRAVELER IN KEY MARKETS

Maryland Ad Recall (Past 6 Months) Top Activities for Ideal MD Trip Overnight Leisure Trips Taken/Anticipated

Familiarity, Past Visitation & Likelihood to Visit Maryland

Top Resources for Destination Inspiration Most Motivational Attributes to Take Overnight Leisure Trip to MD

TOTAL AGGREGATE

39.4% 38.5% 40.0%

0%20%40%60%80%

100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likey or Certin to Visit NextYear

52.7%40.0%

28.4% 28.2%

0%

10%

20%

30%

40%

50%

60%

Local seafood Coastline, beaches,and water activities

Museums andhistorical sites

Opportunities to relax

13.9% 86.1%

0% 20% 40% 60% 80% 100%

Yes No

59.7%49.2%

36.6% 29.0% 28.1%

0%

10%

20%

30%

40%

50%

60%

70%

Friends/family(direct contact)

Onlinesearches

Travel-planning website

Official destination

websites

Print magazine/newspaper

article

Taken In The Past Year

Anticipated Trips (OUTSIDE primary state of residence)

in the Next Year

4.1 4.0

42.8%

42.8%

46.1%

53.6%

58.4%

0% 20% 40% 60% 80%

Enjoy local culinary scene

Going sightseeing

Visiting historical sites

Visiting the beach


SEGMENT SUMMARIES BY MARKET OF STUDY




ALBANY(CONTROL MARKET) 20.8% 19.8% 25.7%

0%20%40%60%80%

100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likely or Certain to Visit NextYear

44.6% 41.6%30.7% 28.7%

0%

10%

20%

30%

40%

50%


Scenic drives Varied landscapesand natural beauty

7.9% 92.1%

0% 20% 40% 60% 80% 100%

Yes No

52.5% 49.5%

27.7% 27.7% 26.7%

0%

10%

20%

30%

40%

50%

60%


Onlinesearches


websites


article

Broadcasttelevisionprograms



in the Next Year

4.7 3.4

41.6%

47.5%

51.5%

51.5%

57.4%

0% 20% 40% 60% 80%


Going sightseeing



Visiting the beach

39.4% 38.5% 40.0%

59.7% 49.2% 29.0% 28.1% 18.7%

13.9% 86.1%53.6%

46.1%

58.4%

42.8%

42.8%

4.1 4.0

52.7% 40.0%26.8% 25.4%




BALTIMORE95.0%

77.2% 86.1%

0%20%40%60%80%

100%


58.4%49.5%

40.6% 38.6%

0%

10%

20%

30%

40%

50%

60%

70%


Scenic drives A variety of outdooractivities

30.7% 69.3%

0% 20% 40% 60% 80% 100%

Yes No

56.4%41.6% 40.6%

33.7%25.7%

0%

10%

20%

30%

40%

50%

60%


Onlinesearches

Travel-planningwebsites


websites

Broadcast televisionprograms

40.6%

43.6%

49.5%

62.4%

62.4%

0% 20% 40% 60% 80%

Scenic drives




Visiting the beach



in the Next Year

3.9 3.3

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 18.7%

13.9% 86.1%53.6%

58.4%

46.1%

42.8%

38.0%

4.1 4.0

40.0%26.8% 21.2%

52.7%




CINCINNATI 13.0% 22.0% 16.0%0%

20%40%60%80%

100%


48.0% 42.0%32.0% 29.0%

0%

10%

20%

30%

40%

50%

60%


Scenic drives Varied landscapesand natural beauty

5.0% 95.0%

0% 20% 40% 60% 80% 100%

Yes No

69.0%60.0%

38.0% 31.0% 22.0%

0%10%20%30%40%50%60%70%80%


Onlinesearches



websites

Posts from people I follow on

social media



in the Next Year

4.1 3.4

52.0%

53.0%

55.0%

58.0%

64.0%

0% 20% 40% 60% 80%

Scenic drives

Visiting the beach

Going sightseeing



39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 13.7%

52.7% 40.0%26.8% 25.4%

13.9% 86.1%58.4%

46.1%

42.8%

53.6%

38.0%

4.1 4.0




CLEVELAND 16.0% 19.0% 16.0%0%

20%40%60%80%

100%


45.0%39.0% 36.0% 35.0%

0%

10%

20%

30%

40%

50%

Local seafood Museums andhistorical sites

Coastline, beaches,and water activities

Scenic drives

2.0% 98.0%

0% 20% 40% 60% 80% 100%

Yes No

64.0%49.0%

40.0% 34.0% 32.0%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches


websites


article

Travel-planningWebsites

49.0%

52.0%

56.0%

57.0%

61.0%

0% 20% 40% 60% 80%


Going sightseeing

Visiting the beach





in the Next Year

3.4 2.94.1 4.0

59.7% 49.2% 29.0% 28.1% 36.6%

52.7%28.4% 40.0% 26.8%

46.1%

58.4%

53.6%

42.8%

42.8%

39.4% 38.5% 40.0%

13.9% 86.1%




4.0% 96.0%

0% 20% 40% 60% 80% 100%

Yes No

COLUMBUS 19.0% 20.0% 19.0%0%

20%40%60%80%

100%


48.0%37.0% 32.0% 30.0%

0%

10%

20%

30%

40%

50%

60%

Local seafood Unique culturalhistory



63.0%52.0%

34.0%26.0% 23.0%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches



websites

Online magazine/newspaper

article



in the Next Year

4.1 3.2

45.0%

46.0%

49.0%

52.0%

55.0%

0% 20% 40% 60% 80%

Visiting the beach

Scenic drives

Going sightseeing



4.1 4.046.1%

58.4%

42.8%

38.0%

53.6%

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 20.1%

13.9% 86.1%

52.7%21.6%

40.0% 28.4%




DISTRICT OFCOLUMBIA

87.0%71.6% 81.9%

0%20%40%60%80%

100%


60.2%43.5%

35.1% 34.8%

0%

10%

20%

30%

40%

50%

60%

70%


Opportunities torelax and recharge


31.1% 68.9%

0% 20% 40% 60% 80% 100%

Yes No

63.5%47.5%

30.4% 28.8% 28.8%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches



websites


article

42.5%

42.8%

43.8%

55.2%

59.2%

0% 20% 40% 60% 80%

Going sightseeing



Visiting the beach

Enjoy local seafood



in the Next Year

4.6 4.1

52.7%40.0%

28.2% 28.4%

4.1 4.0

58.4%

53.6%

42.8%

46.1%

42.8%

59.7% 49.2% 36.6% 29.0% 28.1%

39.4% 38.5% 40.0%

13.9% 86.1%




HARRISBURG/LANCASTER

59.0% 64.0% 72.0%

0%20%40%60%80%

100%


63.0%52.0%

39.0%30.0%

0%

10%

20%

30%

40%

50%

60%

70%


Opportunities to relaxand recharge

Scenic drives

25.0% 75.0%

0% 20% 40% 60% 80% 100%

Yes No

64.0%53.0% 46.0%

32.0% 28.0%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches



websites


article



in the Next Year

4.5 3.5

41.0%

42.0%

42.0%

60.0%

65.0%

0% 20% 40% 60% 80%


Scenic drives


Visiting the beach

Enjoy local seafood

59.7% 49.2% 36.6% 29.0% 28.1%

52.7%40.0%

58.4%

53.6%

46.1%

38.0%

42.8%

4.1 4.0

39.4% 38.5% 40.0%

28.2%26.8%

13.9% 86.1%




NEW YORK 24.7% 27.1% 26.4%

0%20%40%60%80%

100%


49.8%

32.4% 25.8% 21.1%

0%

10%

20%

30%

40%

50%

60%




6.4% 93.6%

0% 20% 40% 60% 80% 100%

Yes No

55.2%44.8%

37.5% 31.4% 25.4%

0%

10%

20%

30%

40%

50%

60%


Onlinesearches

Travelplanningwebsites


article


websites

37.5%

39.1%

42.5%

47.8%

56.9%

0% 20% 40% 60% 80%

Going sightseeing



Visiting the beach

Enjoy local seafood



in the Next Year

3.9 3.4

39.4% 38.5% 40.0%

59.7% 49.2% 36.6%

52.7%

40.0%

13.9% 86.1%58.4%

53.6%

46.1%

42.8%

42.8%

4.1 4.0

28.1% 29.0% 28.4% 28.2%




PHILADELPHIA 38.7% 43.3% 39.7%

0%20%40%60%80%

100%


56.7% 51.0%

32.7% 30.0%

0%

10%

20%

30%

40%

50%

60%



Opportunities forfamily time

19.0% 81.0%

0% 20% 40% 60% 80% 100%

Yes No

64.0% 56.3%38.7%

30.0% 26.7%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches



websites

Online travel agencies



in the Next Year

4.1 3.6

43.3%

45.3%

45.7%

55.3%

61.0%

0% 20% 40% 60% 80%


Going sightseeing


Visiting the beach

Enjoy local seafood

39.4% 38.5% 40.0%

59.7% 49.2% 36.6% 29.0% 22.7%

52.7% 40.0%

58.4%53.6%

42.8%

42.8%

46.1%

4.1 4.0

28.2% 24.0%

13.9% 86.1%




58.1% 57.1%41.0%

31.4%22.9%

0%

10%

20%

30%

40%

50%

60%

70%

Pittsburgh 36.2% 32.4% 40.0%

0%20%40%60%80%

100%


52.4% 45.7% 39.0% 35.2%

0%

10%

20%

30%

40%

50%

60%





Onlinesearches



websites


article

19.0% 81.0%

0% 20% 40% 60% 80% 100%

Yes No

44.8%

45.7%

52.4%

57.1%

72.4%

0% 20% 40% 60% 80%



Going sightseeing

Enjoy local seafood

Visiting the beach



in the Next Year

4.6 4.04.1

53.6%

58.4%

42.8%

42.8%

46.1%

39.4% 38.5% 40.0%

49.2%59.7% 36.6% 29.0% 20.1%

52.7% 42.8% 28.2% 24.0%

13.9% 86.1% 4.0

SEGMENT SUMMARIES BY LIKELIHOOD TO VISITMARYLAND NEXT YEAR FOR LEISURE


Likelihood to Visit Maryland Next Year by Market

Question: On a five‐point scale, where “1” represents “Definitely will NOT visit” and “5” represents “Definitely WILL visit,” what is the likelihood that you will visit each of the following in the next year? Base: All respondents. 1,605 responses.

16.0%

16.0%

19.0%

25.7%

26.4%

39.7%

40.0%

72.0%

81.9%

86.1%

0% 20% 40% 60% 80% 100%

Cincinnati

Cleveland

Columbus

Albany

New York

Philadelphia

Pittsburgh

Harrisburg

DC

Baltimore

Top‐Two Box Score (% who said they are “Certain” or “Very likely” to visit Maryland in the upcoming year)

Maryland Ad Recall (Past 6 Months) Top Activities for Ideal MD Trip Reasons for High Likelihood of Visiting MD

Familiarity & Past Visitation to Maryland


Top Markets of Study Likely to Visit MD Next Year (Outside Baltimore)LIKELY TO VISIT

MARYLAND70.9% 68.9%

0%20%40%60%80%

Familiar with MD's LeisureProduct

Visited MD (Past 5 years)

58.1%46.4%

37.2% 34.7%

0%

10%

20%

30%

40%

50%

60%

70%



Scenic drives

28.1% 71.9%

0% 20% 40% 60% 80% 100%

Yes No

Friends/family in the state(15.3%)

Convenient location(15.1%)

Beach/Coast(9.6%)

(Data shown here is reflective of travelers who said they are very likely or certain to visit Maryland in

the next year)

61.0%50.8%

40.9%32.7% 30.3%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches



websites


article

43.1%

45.8%

47.4%

61.9%

62.6%

0% 20% 40% 60% 80%

Going sightseeing



Visiting the beach


• District of Columbia (81.9%)

• Harrisburg (72.0%)

• Pittsburgh (40.0%)

(% rating their likelihood to visit

MD as a 4 or 5 on 5-point scale)

40.0% 39.4% 38.5%

49.2%59.7% 36.6% 29.0% 20.1%

52.7% 42.8% 28.2% 26.8%

13.9% 86.1%58.4%

53.6%

46.1%

42.8%

42.8%

Maryland Ad Recall (Past 6 Months) Top Activities for Ideal MD Trip Deterrents to Visiting

Familiarity & Past Visitation to Maryland


Top Markets of Study Least Likely to Visit MD Next Year

• Cincinnati (84.0%)

• Cleveland (84.0%)

• Columbus (81.0%)

UNLIKELY TO VISITMARYLAND 18.4% 18.3%

0%20%40%60%80%

Familiar with MD's LeisureProduct

Visited MD (Past 5 years)

49.0%35.8%

26.2% 22.2%

0%

10%

20%

30%

40%

50%

60%




4.3% 95.7%

0% 20% 40% 60% 80% 100%

Yes No

(Data shown here is reflective of travelers who said they are unlikely or certain not to visit Maryland in

the next year)

58.8%48.2%

33.7% 26.7% 26.6%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches



article


websites

(% rating their likelihood to visit

MD as a 3 or below on 5-point scale)

40.7%

42.5%

45.2%

48.0%

55.5%

0% 20% 40% 60%

Enjoy local culinaryscene

Going sightseeing


Visiting the beach


Other destinations are more

appealing (54.5%)

Don’t know enough about

Maryland (25.9%)

Not interested in what MD offers

(14.5%)

25.1% 39.4% 38.5%

49.2%59.7% 36.6% 20.1% 29.0%

52.7% 42.8%28.2%28.4%

13.9% 86.1%58.4%

53.6%

46.1%

42.8%

42.8%

SEGMENT SUMMARIES BY GENERATION



Top-of-Mind Associations with Maryland Most Motivational Attributes to Take Overnight Leisure Trip to MD

YOUNGER MILLENNIAL 46.7% 44.5% 51.2%

0%20%40%60%80%

100%


35.7%29.2% 28.0% 28.0%

0%

10%

20%

30%

40%




12.1% 87.9%

0% 20% 40% 60% 80% 100%

Yes No

Ocean CityBaltimore

Ocean/BeachDistrict of Columbia

Restaurants/FoodCrabs

AnnapolisChesapeake Bay

Shopping Professional Sports


appealing (69.3%)


Maryland (31.3%)

Personal financial

reasons (20.7%)32.2%

33.7%

37.0%

45.0%

47.5%

0% 20% 40% 60%

Going sightseeing


Enjoy local seafood


Visiting the beach

(Travelers aged 25-31 years old)

39.4% 38.5% 40.0%

52.7% 42.8% 28.2% 24.0%

13.9% 86.1%53.6%

42.8%

58.4%

46.1%

42.8%

54.5% 25.9% 7.8%




OLDER MILLENNIAL 42.6% 40.3% 47.2%

0%20%40%60%80%

100%


36.2% 35.3% 33.2%25.3%

0%

10%

20%

30%

40%




14.8% 85.2%

0% 20% 40% 60% 80% 100%

Yes No


appealing (49.2%)

Maryland is too far from home

(22.7%)

Not enough vacation time

(21.6%)

Ocean CityBaltimoreOcean/BeachAnnapolis

Restaurants/FoodCrabs

Inner HarborChesapeake Bay

District of Columbia Professional Sports

33.0%

34.4%

38.5%

43.2%

55.8%

0% 20% 40% 60%

Shopping

Going sightseeing

Visiting historicalsites

Enjoy local seafood

Visiting the beach


39.4% 38.5% 40.0%

24.0% 52.7% 42.8%28.4%

13.9% 86.1%53.6%

58.4%

46.1%

42.8%

33.7%

54.5% 8.1% 14.3%




GEN X 45.3% 41.8% 47.2%

0%20%40%60%80%

100%

Familiar with MD's Leisure Product Visited MD (Past 5 years) Very Likey or Certin to Visit NextYear

45.4% 40.5%32.0% 27.4%

0%

20%

40%

60%



Scenic drives

14.4% 85.6%

0% 20% 40% 60% 80% 100%

Yes No

39.6%

39.6%

40.0%

54.3%

56.4%

0% 20% 40% 60%

Scenic drives




Visiting the beach


appealing (55.5%)


Maryland (36.6%)

Maryland is not exciting

(21.8%)

Ocean CityBaltimoreOcean/BeachAnnapolis Restaurants/Food

CrabsChesapeake Bay

Inner Harbor

History


39.4% 38.5% 40.0%

52.7% 42.8%28.2%

26.8%

13.9% 86.1%53.6%

58.4%

42.8%

46.1%

38.0%

54.5% 25.9% 12.8%




YOUNGER BOOMER

39.0% 38.1% 38.9%

0%20%40%60%80%

100%


54.0%

35.6%27.4% 25.7%

0%

20%

40%

60%




13.4% 86.6%

0% 20% 40% 60% 80% 100%

Yes No

40.2%

44.0%

45.2%

54.0%

60.2%

0% 20% 40% 60% 80%


Going sightseeing


Visiting the beach



appealing (47.1%)


Maryland (25.2%)

Not interested in what MD offers

(20.3%)

BaltimoreOcean/Beach

AnnapolisRestaurants/Food

Crabs

Chesapeake Bay

HistoryInner Harbor


Ocean City

39.4% 38.5% 40.0%

52.7% 42.8%28.2%28.4%

13.9% 86.1%

58.4%

53.6%

46.1%

42.8%

42.8%

54.5% 25.9% 14.5%




OLDER BOOMER 33.1% 36.4% 33.5%

0%20%40%60%80%

100%


61.0%46.7%

31.6% 30.7%

0%

20%

40%

60%

80%


Scenic drives Distinctive towns andneighborhoods

13.9% 86.1%

0% 20% 40% 60% 80% 100%

Yes No

47.0%

47.2%

52.8%

54.0%

66.3%

0% 20% 40% 60% 80%


Going sightseeing


Visiting the beach



appealing (61.8%)


Maryland (26.7%)

Maryland is not exciting (13.3%)

Ocean CityBaltimoreOcean/Beach

AnnapolisRestaurants/Food

CrabsChesapeake Bay

History

Inner Harbor

(Travelers aged 62-71 years old)39.4% 38.5% 40.0%

52.7% 42.8%26.8% 24.7%

13.9% 86.1%58.4%

53.6%

46.1%

42.8%

42.8%

54.5% 25.9% 12.8%

SUMMARY OF OTHER TRAVELER SEGMENTS




THE AFRICAN-AMERICAN TRAVELER

62.0% 47.9% 60.3%

0%20%40%60%80%

100%


58.3%

34.7% 34.5% 30.2%

0%

10%

20%

30%

40%

50%

60%

70%

Local seafood Opportunities to relaxand recharge



60.4%

37.0% 34.2% 29.1% 29.0%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches

Online travel agencies



websites

22.8% 77.2%

0% 20% 40% 60% 80% 100%

Yes No

40.7%

46.4%

50.8%

52.9%

64.1%

0% 20% 40% 60% 80%



Visiting the beach

Shopping

Enjoy local seafood



in the Next Year

4.2 3.6

39.4% 38.5% 40.0%

49.2%59.7% 22.7% 36.6% 29.0%

52.7%

28.2% 40.0% 28.4%

13.9% 86.1%58.4%

33.7%

53.6%

58.4%

46.1%

4.1 4.0




THE LGBTQ

TRAVELER35.7% 37.3% 40.4%

0%20%40%60%80%

100%


45.3%31.8% 31.2% 30.1%

0%

10%

20%

30%

40%

50%

Local seafood Museums andhistorical sites


Distinctiveneighborhoods

50.1% 49.4%40.4% 37.3% 34.7%

0%

10%

20%

30%

40%

50%

60%

Onlinesearches

Friends/family(direct

contact)



websites

Print magazine/Newspaper

articles

13.6% 86.4%

0% 20% 40% 60% 80% 100%

Yes No

44.8%

45.1%

46.6%

52.1%

52.2%

0% 20% 40% 60% 80%

Visiting the beach

Arts/cultural activities

Enjoying the localculinary scene





in the Next Year

4.3 3.7

39.4% 38.5% 40.0%

49.2% 59.7% 36.6% 29.0% 20.1%

52.7%28.4% 40.0% 24.7%

13.9% 86.1%

46.1%

58.4%

58.4%

29.1%

53.6%

4.1 4.0




THE FEMALE

TRAVELER40.2% 40.2% 42.1%

0%20%40%60%80%

100%


53.6%44.0%

32.5% 29.6%

0%

10%

20%

30%

40%

50%

60%



Opportunities to bondwith family

66.0%48.3%

34.6% 29.4% 27.4%

0%

10%

20%

30%

40%

50%

60%

70%


Onlinesearches



websites

Print magazine/Newspaper

articles

13.1% 86.9%

0% 20% 40% 60% 80% 100%

Yes No

44.9%

44.9%

45.3%

56.9%

60.7%

0% 20% 40% 60% 80%

Enjoying the local culinaryscene


Going sightseeing

Visiting the beach




in the Next Year

4.1 3.4

39.4% 38.5% 40.0%

59.7%49.2%

36.6% 29.0% 20.1%

52.7%40.0%

28.2% 24.0%

13.9% 86.1%

58.4%

53.6%

42.8%

46.1%

58.4%

4.1 4.0

NEXT STEPS:

• FIELD POST-CAMPAIGN SURVEY AFTER LABORDAY (WEEK OF SEPTEMBER 2ND)

• RESULTS DELIVERED BY 10/31/19

Date post:	16-Jul-2020
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