2011 Concours d’Elegance and Motoring Festival Results

Prepared by:John Salazar, Ph.D.

University of South Carolina BeaufortJanuary 16, 2012

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Preliminary Executive Summary

• 1205 completed surveys

• Almost 47% of the respondents were residents of the

Lowcountry, while approximately 53% were considered visitors.

• Most visitors stayed in hotels.

• Visitors to Hilton Head Island had an average party size of 2.3ppl

• 69% of all attendees came to the island for the event.

• Of those answering the income items, approximately 75% had

incomes above $75K.

All Attendee Demographics

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Point of Origin and MSA Markets

Zip Code Freq by Metropolitan Area

4,000

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Top 20 Ranking According to Zip Code Frequency

Rank Metropolitan Area Sum of Vis by Metropolitan Area % Share of VT20

1 Atlanta-Sandy Springs-Marietta, GA MSA 329 18%2 Charleston-North Charleston, SC MSA 289 15%3 Spartanburg, Greenville, SC and Asheville, NC MSA 151 8%4 Columbia, SC MSA 139 7%5 Charlotte-Gastonia-Concord, NC-SC MSA 138 7%6 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 134 7%7 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 95 5%8 Jacksonville, FL MSA 80 4%9 Augusta-Richmond County, GA-SC MSA 78 4%

10 Tampa-St. Petersburg-Clearwater, FL MSA 61 3%11 Raleigh-Cary, NC MSA 49 3%12 Pittsburgh, PA MSA 47 3%13 Cincinnati-Middletown, OH-KY-IN MSA 46 2%14 Chicago-Naperville-Joliet, IL-IN-WI MSA 38 2%15 Orlando-Kissimmee, FL MSA 37 2%16 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 34 2%17 Athens-Clarke County, GA MSA 32 2%18 Cleveland-Elyria-Mentor, OH MSA 32 2%19 Miami-Fort Lauderdale-Miami Beach, FL MSA 31 2%20 Baltimore-Towson, MD MSA 30 2%

1870 100%

Top 20 MSA’s According to %Share Comparison to Arbitron, Neilsen, and Scarborough

Rank Metropolitan AreaSum of Vis by Metropolitan

Area% Share of

VT20 VT20-AT20 VT20-NT20 VT20-ST20

1 Charleston-North Charleston, SC MSA 289 15% 15% 15% 15%2 Atlanta-Sandy Springs-Marietta, GA MSA 329 18% 10% 10% 9%3 Spartanburg, Greenville, SC and Asheville, NC MSA 151 8% 7% 5% 6%4 Columbia, SC MSA 139 7% 7% 6% 7%5 Charlotte-Gastonia-Concord, NC-SC MSA 138 7% 4% 4% 4%6 Augusta-Richmond County, GA-SC MSA 78 4% 3% 3% 4%7 Jacksonville, FL MSA 80 4% 2% 2% 2%8 Athens-Clarke County, GA MSA 32 2% 2% 2% 2%9 Raleigh-Cary, NC MSA 49 3% 0% -1% 0%

10 Cincinnati-Middletown, OH-KY-IN MSA 46 2% -1% 0% -2%11 Orlando-Kissimmee, FL MSA 37 2% -1% -2% -3%12 Tampa-St. Petersburg-Clearwater, FL MSA 61 3% -1% -2% -1%13 Pittsburgh, PA MSA 47 3% -1% -1% -1%14 Cleveland-Elyria-Mentor, OH MSA 32 2% -1% -3% -3%15 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 95 5% -2% -2% -6%16 Baltimore-Towson, MD MSA 30 2% -2% -2% -3%17 Miami-Fort Lauderdale-Miami Beach, FL MSA 31 2% -4% -3% -3%18 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 34 2% -6% -7% -7%19 Chicago-Naperville-Joliet, IL-IN-WI MSA 38 2% -11% -9% -10%20 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 134 7% -19% -16% -10%

1870 100% 0% 0% 0%

*Hilton Head Island and Savannah MSA’s not included in the analyses

Visitor Characteristics

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Average length of stay = 4 days

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Average party size = 2.3ppl

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Average lodging spend = $100 - $149.99

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Average restaurant spend = $75-$99.99

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Average retail spend = $50-74.99

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Average transportation spend = $25-29.99

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All Event Attendees

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Average event party size of 2.8ppl

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How would you rate following activities offered during the Hilton Head Island Motoring Festival and Concours d’Elegance?

Answer OptionsVery Good Good Avera

ge Poor Very Poor N/A Rating

AverageResponse

CountParades of Cars 53% 26% 4% 1% 0% 16% 4.56 1151Awards Ceremonies 36% 29% 7% 0% 0% 28% 4.38 1098Special Exhibits (i.e. Carriage Display)

53% 29% 7% 1% 0% 10% 4.49 1133

Hot Laps at Track 32% 15% 5% 1% 0% 48% 4.47 1057Guided Tours 24% 15% 7% 1% 0% 53% 4.32 1045Retail Offerings 30% 32% 18% 3% 1% 17% 4.07 1097Concessions 33% 35% 18% 3% 1% 10% 4.08 1113

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How would you rate following Festival characteristics?

Answer OptionsVery Good

GoodAvera

gePoor

Very Poor

N/ARating

AverageResponse

CountMusic 37% 38% 14% 2% 1% 9% 4.2 1135Ambiance 51% 38% 8% 0% 0% 4% 4.43 1124Cost 31% 38% 23% 4% 2% 2% 3.94 1127Staff Friendliness 65% 27% 5% 0% 0% 2% 4.6 1145Location 68% 27% 4% 0% 0% 2% 4.64 1149Parking 57% 30% 8% 2% 1% 2% 4.41 1150Kids Area 18% 14% 7% 1% 1% 59% 4.13 1050Availability of Public Seating/Viewing

35% 31% 16% 5% 2% 11% 4.04 1106

Recycling Opportunities 32% 33% 14% 3% 1% 17% 4.12 1086Exhibits 47% 38% 10% 1% 0% 3% 4.35 1120Interaction with Exhibitors

49% 37% 9% 1% 0% 4% 4.38 1093

Opportunities to Learn about Cars

53% 33% 9% 1% 1% 3% 4.42 1109

Vendor Variety 37% 37% 18% 4% 1% 3% 4.09 1094

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Social Media Usage

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Please indicate how often you use a specific social medium.

Answer Options Hourly Daily3-5 times per week

4 times per month

Once per

month

I don't use this medium

Rating Average

Response Count

Facebook 11% 39% 24% 11% 7% 8% 3.38 641Twitter 3% 9% 8% 3% 4% 72% 3.1 399My Space 1% 2% 4% 1% 2% 90% 2.92 373Linkedin 2% 11% 18% 11% 14% 44% 2.58 450Other 5% 14% 9% 3% 2% 68% 3.5 364answered question

            714 714

skipped question             512 512

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How likely are you to make any of the following posts at your social media website while attending (or after attending) ANY festival or special event?

Answer OptionsVery likely

Somewhat likely

Neither likely nor unlikely

Somewhat unlikely

Very unlikely

Rating Average

Response Count

Posts that inform your social network friends that you're in attendance at a festival or special event.

34% 30% 11% 5% 20% 3.53 690

Posts that comment positively about being at the festival or special event.

36% 31% 11% 3% 19% 3.61 672

Posts recommending that your social network friends attend the festival or special event.

33% 29% 14% 4% 20% 3.51 655

Post pictures or videos of you attending the festival or special event on your social media site.

39% 27% 10% 4% 19% 3.63 654

answered question           702 702skipped question           524 524

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Recommendations

• Continue to execute collaborative marketing efforts with events that attract similar demographics.

• Target Charleston, Atlanta, Spartanburg/Greenville, Columbia, and Charlotte.

• Develop packages with restaurants and shopping venues.

• Create social media photo spot.• Create a color coded map of the entire event.

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For more information contact :John Salazar @ 843-208-8217

The Lowcountry & Resort Islands Tourism Institute

@USCB

The Lowcountry & Resort Islands Tourism Institute

@USCB

The Lowcountry & Resort Islands Tourism Institute

@USCB