branson coronavirus brand positioning …...branson coronavirus brand positioning study - general...

BRANSON CORONAVIRUS BRAND POSITIONING STUDY - GENERAL CROSSTABS

GOVERNANCE DISCOUNTS

FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

1 Zip code

2 Respondent age

Under 18 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

18-34 1.7% 3.9% 1.2% 2.7% 4.3% 0.9% 1.2% 3.0% 1.6% 0.9% 1.0%

35-54 15.7% 14.9% 22.4% 21.8% 19.1% 11.5% 17.6% 19.4% 14.8% 15.5% 12.4%

55+ 82.6% 81.2% 76.5% 75.5% 76.6% 87.7% 81.2% 77.6% 83.6% 83.6% 86.7%

RESPONDENTS 18+ YEARS OLD 477 154 85 110 47 235 85 134 122 116 105

3 Gender

Male 57.2% 50.6% 58.8% 59.1% 66.0% 57.4% 49.4% 55.2% 66.4% 54.3% 52.4%

Female 42.8% 49.4% 41.2% 40.9% 34.0% 42.6% 50.6% 44.8% 33.6% 45.7% 47.6%

4 Types of trips per year involving an overnight stay or a trip that is at least 50 miles from home

Leisure Travel (getaway, reunion, vacation, visiting family/friends)

Yes 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

No 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Business Travel (convention, meeting)

Yes 22.4% 20.8% 28.2% 29.1% 29.8% 19.6% 17.6% 27.6% 27.9% 14.7% 18.1%

No 77.6% 79.2% 71.8% 70.9% 70.2% 80.4% 82.4% 72.4% 72.1% 85.3% 81.9%

MAIN SURVEY

ALL QUALIFIED RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

5 Affected by the coronavirus pandemic: select all that apply

Wearing a mask when I go out in public 70.0% 77.3% 61.2% 46.4% 53.2% 77.4% 89.4% 59.7% 58.2% 79.3% 86.7%

Had hours reduced at my place of employment 10.1% 9.7% 9.4% 10.9% 14.9% 8.9% 9.4% 10.4% 8.2% 10.3% 11.4%

I or someone in my immediate family tested positive for coronovirus 1.5% 1.9% 1.2% 0.9% 2.1% 0.9% 3.5% 0.7% 1.6% 0.0% 3.8%

Have a close friend or family member who tested positive for coronavirus 9.9% 11.0% 9.4% 5.5% 2.1% 9.8% 20.0% 4.5% 8.2% 9.5% 19.0%

Know of someone who was asked to quarantine for 14 or more days 24.7% 22.7% 31.8% 20.0% 29.8% 23.0% 32.9% 22.4% 24.6% 19.8% 33.3%

Was laid off from my job 2.9% 2.6% 5.9% 2.7% 4.3% 2.6% 3.5% 2.2% 4.1% 2.6% 2.9%

Have been furloughed and/or had my pay reduced at my job 7.3% 6.5% 8.2% 9.1% 6.4% 6.4% 8.2% 7.5% 4.9% 8.6% 8.6%

Live in an area that issued a stay-at-home mandate 65.8% 72.7% 61.2% 54.5% 61.7% 66.4% 81.2% 64.2% 56.6% 65.5% 79.0%

Been working at home 20.3% 20.8% 16.5% 25.5% 23.4% 17.9% 18.8% 23.1% 19.7% 19.0% 19.0%

Work on the front lines in the healthcare industry or essential public

service 11.5% 10.4% 14.1% 12.7% 8.5% 11.1% 12.9% 12.7% 13.9% 7.8% 11.4%

None of the above 8.0% 5.2% 8.2% 16.4% 14.9% 5.5% 0.0% 12.7% 13.1% 1.7% 2.9%

OVERALL TO

DATE

MESSAGES RETURN TO BRANSON INTENT TO VISIT BRANSON

H2R Market Research of 26



FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE


6 Resources primarily using to remain informed about the impact coronavirus: select all that apply

Blogs 1.5% 1.3% 3.5% 0.9% 2.1% 1.7% 1.2% 1.5% 1.6% 1.7% 1.0%

Local TV news 74.0% 81.2% 69.4% 64.5% 72.3% 78.7% 74.1% 72.4% 70.5% 75.9% 78.1%

Network/Cable TV news 62.7% 64.9% 57.6% 57.3% 59.6% 66.0% 62.4% 61.2% 65.6% 65.5% 58.1%

Friends and family members 29.8% 34.4% 28.2% 29.1% 38.3% 27.7% 31.8% 33.6% 27.9% 28.4% 28.6%

Newspaper articles 31.7% 35.7% 29.4% 18.2% 31.9% 34.5% 41.2% 27.6% 25.4% 30.2% 45.7%

Online news stories 49.1% 53.9% 47.1% 45.5% 51.1% 50.6% 48.2% 44.8% 50.0% 52.6% 49.5%

Radio 22.4% 23.4% 21.2% 20.0% 19.1% 23.8% 23.5% 23.1% 23.8% 20.7% 21.9%

Social media 42.6% 40.9% 47.1% 42.7% 46.8% 42.6% 40.0% 48.5% 40.2% 38.8% 41.9%

Presidential news conferences 57.7% 59.1% 49.4% 61.8% 48.9% 57.9% 56.5% 63.4% 51.6% 60.3% 54.3%

Local/Regional leaders news conferences 42.6% 53.9% 32.9% 30.0% 40.4% 48.5% 43.5% 43.3% 36.1% 45.7% 45.7%

Online searches 29.8% 38.3% 30.6% 30.0% 36.2% 27.7% 31.8% 28.4% 27.0% 32.8% 31.4%

None of the above 0.8% 0.0% 1.2% 0.9% 0.0% 0.9% 1.2% 0.7% 1.6% 0.0% 1.0%

Other: see comments 2.1% 1.3% 2.4% 1.8% 0.0% 1.3% 5.9% 0.7% 2.5% 0.9% 4.8%

7 Visited any of Branson's social media channels listed below: select all that apply

Facebook 39.2% 39.0% 56.5% 50.9% 53.2% 37.9% 20.0% 57.5% 41.8% 31.0% 21.9%

Pinterest 0.4% 1.3% 0.0% 0.9% 0.0% 0.4% 0.0% 0.7% 0.0% 0.9% 0.0%

Instagram 1.5% 2.6% 1.2% 1.8% 2.1% 1.3% 1.2% 3.0% 0.8% 0.9% 1.0%

Twitter 1.3% 1.3% 2.4% 2.7% 0.0% 1.3% 0.0% 2.2% 1.6% 0.9% 0.0%

YouTube 10.1% 11.7% 9.4% 9.1% 14.9% 11.1% 5.9% 13.4% 10.7% 7.8% 7.6%

Snapchat 0.4% 0.6% 1.2% 0.9% 0.0% 0.4% 0.0% 0.7% 0.0% 0.9% 0.0%

I do not follow Branson on social media 27.5% 29.2% 20.0% 20.0% 23.4% 28.9% 35.3% 19.4% 23.8% 31.9% 37.1%

None of the above 26.6% 24.0% 21.2% 26.4% 17.0% 25.5% 35.3% 17.9% 27.9% 30.2% 32.4%


8 Locations or activities feel safe visiting today: select all that apply

Parks/Trails 62.5% 57.8% 70.6% 86.4% 74.5% 52.3% 52.9% 74.6% 66.4% 58.6% 46.7%

Grocery stores/Supermarkets 71.1% 66.9% 80.0% 93.6% 87.2% 64.3% 51.8% 88.8% 78.7% 62.1% 49.5%

Vacation rental homes/Condos 36.9% 31.2% 47.1% 66.4% 59.6% 26.0% 16.5% 53.0% 47.5% 28.4% 13.3%

Hotels/Resorts 37.9% 32.5% 50.6% 73.6% 53.2% 26.8% 14.1% 62.7% 49.2% 21.6% 11.4%

Outdoor sporting events in arena/Stadiums 20.5% 14.3% 23.5% 46.4% 23.4% 13.2% 5.9% 35.1% 27.9% 11.2% 3.8%

Indoor sporting events in arenas/Stadiums 12.2% 7.1% 16.5% 36.4% 10.6% 4.3% 3.5% 26.1% 14.8% 3.4% 1.0%

Places of worship 36.7% 28.6% 43.5% 74.5% 53.2% 23.4% 15.3% 63.4% 42.6% 24.1% 9.5%

Off-site business meetings 9.9% 7.8% 11.8% 26.4% 10.6% 3.8% 4.7% 17.2% 11.5% 6.0% 2.9%

Outdoor concerts/festivals 30.4% 23.4% 37.6% 59.1% 38.3% 22.1% 11.8% 44.8% 42.6% 24.1% 4.8%

Restaurants/Bars 35.6% 27.9% 43.5% 79.1% 55.3% 20.9% 9.4% 67.2% 41.0% 19.0% 7.6%

Shopping centers/Shopping malls 34.0% 27.9% 45.9% 68.2% 42.6% 23.0% 15.3% 59.7% 40.2% 19.8% 9.5%

Domestic flights 12.8% 7.1% 15.3% 30.9% 10.6% 5.5% 10.6% 20.1% 18.9% 3.4% 6.7%

Schools/Universities 12.4% 9.7% 17.6% 33.6% 10.6% 5.5% 4.7% 22.4% 15.6% 6.0% 2.9%

Conferences/Conventions 8.4% 5.8% 9.4% 27.3% 8.5% 1.7% 2.4% 15.7% 12.3% 2.6% 1.0%

Indoor concerts/festivals 14.9% 8.4% 23.5% 40.0% 17.0% 6.8% 3.5% 31.3% 17.2% 5.2% 1.9%

Performance/Movie theaters 22.6% 16.9% 28.2% 51.8% 36.2% 11.9% 7.1% 43.3% 26.2% 12.1% 3.8%

Cruise ships 4.8% 2.6% 9.4% 16.4% 6.4% 0.9% 0.0% 9.7% 4.9% 3.4% 0.0%

International flights 4.4% 1.9% 5.9% 12.7% 2.1% 0.9% 4.7% 9.0% 3.3% 1.7% 2.9%

Indoor attractions and activities 18.7% 13.0% 29.4% 44.5% 27.7% 10.2% 3.5% 37.3% 23.0% 6.9% 2.9%

Outdoor attractions and activities 52.0% 53.9% 58.8% 80.9% 72.3% 44.7% 23.5% 76.1% 62.3% 40.5% 21.9%

Rental car 18.4% 14.3% 23.5% 40.0% 25.5% 9.4% 11.8% 29.1% 19.7% 12.9% 9.5%

None of the above 15.1% 16.9% 7.1% 1.8% 0.0% 20.9% 24.7% 2.2% 12.3% 18.1% 31.4%




FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE


OUTLOOK

9 New consumer behaviors believe may last for a prolonged period of time: select all that apply

Carry-out and delivery at restaurants will likely continue to be strong at the

expense of dining inside.68.3% 71.4% 67.1% 57.3% 55.3% 72.3% 78.8% 62.7% 64.8% 70.7% 77.1%

Non-essential air travel will likely continue to be slow for quite awhile. 69.8% 75.3% 64.7% 59.1% 61.7% 74.5% 75.3% 62.7% 68.0% 75.9% 74.3%

Likely to see people opting to take leisure trips closer to home rather than

traveling further distances.61.4% 64.9% 51.8% 52.7% 66.0% 65.5% 58.8% 59.0% 66.4% 63.8% 56.2%

Social distancing and remaining 6 feet away from other people. 70.4% 73.4% 62.4% 58.2% 68.1% 73.2% 80.0% 64.9% 69.7% 74.1% 74.3%

College students will be increasingly likely to take classes online. 50.1% 52.6% 49.4% 44.5% 38.3% 51.5% 60.0% 44.8% 47.5% 49.1% 61.0%

Some jobs will not likely ever return. 63.1% 58.4% 63.5% 57.3% 55.3% 63.8% 72.9% 56.7% 67.2% 64.7% 64.8%

Washing hands for 20 seconds or more will likely continue for an extended

period of time.87.2% 89.6% 88.2% 79.1% 91.5% 89.4% 89.4% 86.6% 88.5% 85.3% 88.6%

People will be somewhat less likely to visit indoor attractions for awhile. 73.2% 78.6% 64.7% 48.2% 68.1% 81.3% 85.9% 53.0% 73.0% 83.6% 87.6%

Internal face to face business meetings will likely continue to be jettisoned

to video conferencing where possible.53.9% 54.5% 52.9% 40.0% 46.8% 60.0% 58.8% 41.8% 58.2% 53.4% 64.8%

Non-essential business travel will likely continue to be slow for awhile. 69.0% 70.8% 60.0% 62.7% 57.4% 72.8% 72.9% 61.2% 68.9% 70.7% 77.1%

Companies will likely continue offering to let employees work at home. 59.5% 63.0% 63.5% 55.5% 57.4% 58.3% 69.4% 56.7% 60.7% 56.0% 65.7%

None of the above. People will be anxious to return to the way things used

to be in most every aspect.2.3% 1.3% 2.4% 6.4% 0.0% 0.9% 2.4% 4.5% 1.6% 0.9% 1.9%

10 2.21 2.17 2.44 2.80 2.64 2.04 1.68 2.64 2.39 1.97 1.70

1 Visit a restaurant/bar 3.64 3.58 3.93 4.51 4.43 3.40 2.73 4.36 3.89 3.26 2.84

2 Stay overnight in a hotel/resort 3.27 3.25 3.60 4.19 3.98 3.08 2.24 4.07 3.57 3.01 2.20

3 Take a domestic flight 1.94 1.88 2.11 2.40 2.28 1.76 1.64 2.23 2.11 1.69 1.62

4 Take a domestic leisure trip 3.36 3.34 3.72 4.21 4.11 3.22 2.26 4.20 3.68 2.98 2.35

5 Take a domestic business trip 1.64 1.60 1.79 2.09 1.94 1.49 1.29 1.93 1.79 1.39 1.36

6 Take an international trip 1.30 1.29 1.41 1.53 1.43 1.21 1.21 1.41 1.34 1.23 1.20

7 Take a group tour 1.67 1.64 2.01 2.27 2.00 1.46 1.31 2.02 1.79 1.46 1.32

8 Attend a conference/convention 1.66 1.61 1.87 2.15 2.02 1.50 1.29 1.96 1.89 1.44 1.27

9 Take a cruise 1.38 1.33 1.49 1.82 1.57 1.21 1.19 1.57 1.46 1.28 1.18

% Definitely will 10.2% 8.0% 15.8% 22.1% 14.9% 5.6% 4.7% 20.2% 11.3% 3.5% 3.4%

1 Visit a restaurant/bar 30.0% 22.7% 43.5% 64.5% 53.2% 16.6% 9.4% 57.5% 36.9% 10.3% 8.6%

2 Stay overnight in a hotel/resort 19.3% 16.2% 29.4% 45.5% 27.7% 10.2% 5.9% 44.0% 17.2% 6.9% 3.8%

3 Take a domestic flight 4.4% 3.2% 5.9% 7.3% 2.1% 3.0% 5.9% 6.7% 5.7% 0.9% 3.8%

4 Take a domestic leisure trip 24.7% 18.8% 35.3% 51.8% 36.2% 14.9% 10.6% 51.5% 24.6% 7.8% 9.5%

5 Take a domestic business trip 3.6% 2.6% 7.1% 8.2% 4.3% 1.7% 2.4% 6.7% 4.1% 1.7% 1.0%

6 Take an international trip 2.1% 3.2% 2.4% 3.6% 2.1% 1.3% 2.4% 3.7% 1.6% 1.7% 1.0%

7 Take a group tour 2.9% 1.3% 10.6% 8.2% 4.3% 0.9% 1.2% 6.0% 4.1% 0.9% 0.0%

8 Attend a conference/convention 2.3% 1.9% 4.7% 5.5% 2.1% 0.9% 2.4% 3.7% 3.3% 0.9% 1.0%

9 Take a cruise 2.3% 1.9% 3.5% 4.5% 2.1% 1.3% 2.4% 2.2% 4.1% 0.9% 1.9%

Intent to engage in each of the following activities in the next 3 months: 5-pt.




FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE


% Probably/Definitely will 21.5% 20.9% 26.4% 37.4% 34.3% 16.4% 8.4% 34.7% 26.9% 12.5% 8.6%

1 Visit a restaurant/bar 57.9% 58.4% 67.1% 87.3% 91.5% 49.8% 23.5% 83.6% 68.0% 41.4% 31.4%

2 Stay overnight in a hotel/resort 45.5% 44.8% 56.5% 82.7% 76.6% 32.8% 15.3% 76.9% 60.7% 24.1% 11.4%

3 Take a domestic flight 11.3% 8.4% 9.4% 19.1% 14.9% 8.5% 7.1% 16.4% 13.9% 6.0% 7.6%

4 Take a domestic leisure trip 50.5% 49.4% 61.2% 80.9% 85.1% 40.9% 18.8% 82.1% 62.3% 31.0% 18.1%

5 Take a domestic business trip 8.6% 9.1% 10.6% 18.2% 14.9% 5.1% 2.4% 17.2% 10.7% 1.7% 2.9%

6 Take an international trip 3.1% 4.5% 2.4% 5.5% 4.3% 2.1% 2.4% 4.5% 3.3% 2.6% 1.9%

7 Take a group tour 5.5% 3.9% 12.9% 15.5% 4.3% 2.6% 1.2% 11.9% 5.7% 1.7% 1.0%

8 Attend a conference/convention 7.8% 6.5% 11.8% 18.2% 12.8% 3.8% 2.4% 13.4% 11.5% 3.4% 1.0%

9 Take a cruise 3.8% 3.2% 5.9% 9.1% 4.3% 1.7% 2.4% 6.0% 5.7% 0.9% 1.9%

11 Environmental cues or signals want to see in order for you to feel comfortable resuming leisure travel again: select top 4

I'm ready to begin planning a trip now because I'm not going to allow

coronavirus to prevent me from living my life23.3% 14.9% 28.2% 57.3% 29.8% 12.3% 5.9% 44.0% 29.5% 10.3% 3.8%

Local government or health officials give the "all clear" for travel in the

place I'm going39.2% 46.1% 35.3% 30.9% 46.8% 43.4% 34.1% 40.3% 37.7% 39.7% 39.0%

Federal government or CDC (Centers for Disease Control) give the "all

clear" for travel in the United States46.3% 46.1% 44.7% 23.6% 40.4% 51.9% 63.5% 32.1% 36.1% 60.3% 61.0%

Know that the place I'm planning to visit has had no new COVID-19 cases in

the past 2 weeks22.2% 25.3% 17.6% 12.7% 17.0% 26.8% 24.7% 14.2% 23.8% 25.0% 27.6%

See other travelers venturing out again without having any negative

consequences18.4% 20.1% 23.5% 20.0% 31.9% 17.9% 10.6% 19.4% 21.3% 19.8% 12.4%

See my friends and family members venturing out again without having

any negative consequences22.0% 18.2% 27.1% 20.0% 42.6% 20.4% 17.6% 23.9% 23.8% 20.7% 19.0%

Major attractions like Disneyland or Disneyworld to re-open 12.4% 10.4% 16.5% 23.6% 21.3% 7.2% 7.1% 23.1% 11.5% 6.0% 6.7%

Local and/or statewide stay-at-home restrictions are lifted 47.2% 50.6% 48.2% 41.8% 44.7% 51.1% 44.7% 43.3% 48.4% 48.3% 49.5%

Dining areas and local restaurants have re-opened 35.4% 30.5% 42.4% 66.4% 48.9% 26.8% 11.8% 53.0% 43.4% 25.0% 15.2%

Businesses begin allowing their employees to return to work 18.0% 16.9% 20.0% 30.9% 14.9% 15.3% 10.6% 24.6% 19.7% 14.7% 11.4%

Widespread antibody tests are being used to identify those with immunity 24.1% 28.6% 12.9% 10.0% 8.5% 26.8% 43.5% 11.9% 20.5% 30.2% 37.1%

Widespread containment and contract tracing has begun and is having

success limiting any further spread of the virus33.1% 41.6% 23.5% 18.2% 21.3% 36.2% 50.6% 26.9% 29.5% 35.3% 42.9%

Vaccine has been approved and widespread vaccination has been

implemented44.9% 43.5% 44.7% 25.5% 25.5% 49.8% 67.1% 27.6% 37.7% 53.4% 65.7%

Grocery stores remove capacity limits 13.4% 7.1% 15.3% 19.1% 6.4% 14.0% 8.2% 15.7% 17.2% 11.2% 8.6%

None of the above 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

12 Feel comfortable taking your next leisure trip

Within the next 4 weeks (May 2020) 13.8% 7.1% 18.8% 40.9% 19.1% 3.8% 3.5% 29.1% 17.2% 3.4% 1.9%

Within the next 2 months (May-June 2020) 17.4% 17.5% 18.8% 27.3% 44.7% 10.2% 9.4% 28.4% 18.0% 12.1% 8.6%

This summer (July-August 2020) 28.7% 29.9% 31.8% 21.8% 31.9% 38.3% 9.4% 29.1% 36.1% 32.8% 15.2%

This fall (September-October 2020) 22.2% 26.6% 21.2% 4.5% 0.0% 38.3% 12.9% 9.0% 23.8% 32.8% 25.7%

This holiday season (November-December 2020) 3.8% 7.1% 4.7% 1.8% 2.1% 4.7% 4.7% 1.5% 2.5% 3.4% 8.6%

Next year (2021 or thereafter) 14.0% 11.7% 4.7% 3.6% 2.1% 4.7% 60.0% 3.0% 2.5% 15.5% 40.0%

13 Where is the first place you are likely to go (destination, attraction, activity

or place) once the coronavirus threat has passed?

Please list the first destination, attraction, activity or place that comes to mind.

see comments




FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE


14 Intent to travel outside the United States in the next 6 months: 5-pt. scale 1.44 1.40 1.59 1.65 1.57 1.34 1.39 1.54 1.49 1.33 1.39

Definitely will 2.9% 1.9% 4.7% 6.4% 2.1% 1.3% 3.5% 6.7% 1.6% 0.9% 1.9%

Probably will 2.1% 3.2% 1.2% 0.9% 2.1% 2.6% 2.4% 0.7% 2.5% 1.7% 3.8%

May or may not 5.0% 4.5% 8.2% 6.4% 4.3% 4.7% 4.7% 3.7% 6.6% 5.2% 4.8%

Probably will not 16.1% 13.0% 20.0% 24.5% 34.0% 11.5% 8.2% 17.2% 22.1% 13.8% 10.5%

Definitely will not 73.8% 77.3% 65.9% 61.8% 57.4% 80.0% 81.2% 71.6% 67.2% 78.4% 79.0%

% Probably/Definitely will 5.0% 5.2% 5.9% 7.3% 4.3% 3.8% 5.9% 7.5% 4.1% 2.6% 5.7%

MARKETS/DESTINATIONS

15 Intent to visit the following destinations in the next 3 months: 5-pt. scale 2.06 1.99 2.29 2.51 2.39 1.99 1.50 2.49 2.26 1.98 1.38

1 Branson, MO 3.47 3.46 3.69 4.67 4.32 3.35 1.80 5.00 4.00 3.00 1.44

2 Eureka Springs, AR 2.06 1.89 2.42 2.80 2.15 1.93 1.44 2.55 2.18 2.08 1.30

3 St. Louis, MO 1.95 1.88 2.25 2.15 2.38 1.94 1.46 2.26 2.14 1.93 1.33

4 Kansas City, MO 2.08 2.03 2.39 2.47 2.43 1.99 1.65 2.36 2.30 1.95 1.63

5 Lake of the Ozarks, MO 2.14 2.03 2.34 2.63 2.38 2.07 1.56 2.60 2.38 2.03 1.39

6 Wisconsin Dells, WI 1.47 1.44 1.64 1.59 1.70 1.41 1.33 1.53 1.56 1.47 1.28

7 Smoky Mountains, TN 1.85 1.78 2.05 2.08 2.13 1.83 1.44 2.03 1.99 1.91 1.38

8 Myrtle Beach, SC 1.48 1.40 1.58 1.69 1.60 1.41 1.34 1.59 1.56 1.46 1.28

% Definitely will visit 7.4% 6.4% 10.0% 16.1% 11.4% 4.1% 2.9% 21.5% 2.3% 1.8% 1.5%

1 Branson, MO 28.1% 27.3% 35.3% 71.8% 46.8% 12.8% 3.5% 100.0% 0.0% 0.0% 0.0%

2 Eureka Springs, AR 4.4% 3.9% 7.1% 11.8% 4.3% 1.7% 2.4% 14.2% 0.8% 0.9% 0.0%

3 St. Louis, MO 6.3% 4.5% 9.4% 9.1% 10.6% 4.7% 4.7% 12.7% 4.1% 4.3% 2.9%

4 Kansas City, MO 8.8% 7.8% 12.9% 15.5% 12.8% 6.4% 4.7% 15.7% 6.6% 6.9% 4.8%

5 Lake of the Ozarks, MO 5.5% 5.2% 5.9% 10.9% 6.4% 3.8% 2.4% 18.7% 0.8% 0.0% 0.0%

6 Wisconsin Dells, WI 1.9% 0.6% 2.4% 2.7% 2.1% 1.3% 2.4% 2.2% 2.5% 0.9% 1.9%

7 Smoky Mountains, TN 2.9% 1.3% 5.9% 5.5% 6.4% 1.7% 1.2% 6.0% 2.5% 1.7% 1.0%

8 Myrtle Beach, SC 1.5% 0.6% 1.2% 1.8% 2.1% 0.9% 2.4% 3.0% 0.8% 0.0% 1.9%

% Probably/Definitely will visit 15.1% 12.7% 20.3% 27.0% 20.2% 12.2% 5.0% 26.8% 23.7% 3.7% 3.0%

1 Branson, MO 53.7% 46.8% 63.5% 96.4% 85.1% 45.1% 4.7% 100.0% 100.0% 0.0% 0.0%

2 Eureka Springs, AR 11.1% 9.1% 20.0% 30.9% 6.4% 5.5% 3.5% 23.1% 13.1% 4.3% 1.0%

3 St. Louis, MO 11.9% 11.0% 15.3% 14.5% 17.0% 11.5% 7.1% 19.4% 13.9% 8.6% 3.8%

4 Kansas City, MO 15.5% 15.6% 20.0% 24.5% 19.1% 13.2% 8.2% 23.1% 18.9% 9.5% 8.6%

5 Lake of the Ozarks, MO 14.5% 8.4% 20.0% 30.0% 14.9% 10.2% 5.9% 28.4% 23.0% 0.0% 2.9%

6 Wisconsin Dells, WI 3.4% 1.9% 7.1% 3.6% 4.3% 3.0% 3.5% 3.0% 6.6% 1.7% 1.9%

7 Smoky Mountains, TN 8.2% 6.5% 10.6% 11.8% 10.6% 7.7% 3.5% 12.7% 10.7% 4.3% 3.8%

8 Myrtle Beach, SC 2.7% 1.9% 5.9% 4.5% 4.3% 1.3% 3.5% 4.5% 3.3% 0.9% 1.9%

Branson, MO - Intent to visit 3.47 3.46 3.69 4.67 4.32 3.35 1.80 5.00 4.00 3.00 1.44

Definitely will visit 28.1% 27.3% 35.3% 71.8% 46.8% 12.8% 3.5% 100.0% 0.0% 0.0% 0.0%

Probably will visit 25.6% 19.5% 28.2% 24.5% 38.3% 32.3% 1.2% 0.0% 100.0% 0.0% 0.0%

May or may not visit 24.3% 34.4% 18.8% 2.7% 14.9% 38.3% 18.8% 0.0% 0.0% 100.0% 0.0%

Probably will not visit 9.6% 9.7% 5.9% 0.9% 0.0% 10.2% 24.7% 0.0% 0.0% 0.0% 43.8%

Definitely will not visit 12.4% 9.1% 11.8% 0.0% 0.0% 6.4% 51.8% 0.0% 0.0% 0.0% 56.2%





FIRST TO

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FAST

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MAY/MAY

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ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE


16 Best describes when you see yourself returning to Branson, MO once restrictions are lifted

I will be among the first to return. 23.1% 13.6% 28.2% 100.0% 0.0% 0.0% 0.0% 59.0% 22.1% 2.6% 1.0%

I will be back just as soon as I see others venturing out. 9.9% 12.3% 14.1% 0.0% 100.0% 0.0% 0.0% 16.4% 14.8% 6.0% 0.0%

It will take a while, but I suspect I'll be back later this summer or early fall 49.3% 60.4% 45.9% 0.0% 0.0% 100.0% 0.0% 22.4% 62.3% 77.6% 37.1%

Probably will not visit this year. 17.8% 13.6% 11.8% 0.0% 0.0% 0.0% 100.0% 2.2% 0.8% 13.8% 61.9%

17 Intent to visit Branson, MO in each of the following seasons: 5-pt. scale 3.34 3.32 3.54 4.33 3.87 3.29 1.91 4.34 3.57 2.92 2.25

1 Summer (June-August, 2020) 2.97 2.83 3.29 4.51 3.89 2.68 1.28 4.52 3.23 2.34 1.39

2 Fall (September-October, 2020) 3.29 3.31 3.35 4.18 3.62 3.44 1.55 4.22 3.60 2.92 2.16

3 Holidays (November-December 2020) 2.94 2.98 3.22 3.95 3.62 2.85 1.48 3.96 2.98 2.67 1.88

4 Next year (2021) 4.15 4.17 4.28 4.66 4.36 4.17 3.32 4.66 4.45 3.76 3.57


1 Summer (June-August, 2020) 22.4% 20.1% 27.1% 64.5% 38.3% 7.2% 1.2% 70.1% 9.0% 0.0% 1.9%

2 Fall (September-October, 2020) 23.3% 22.7% 22.4% 54.5% 29.8% 15.3% 1.2% 61.2% 16.4% 0.9% 7.6%

3 Holidays (November-December 2020) 18.9% 20.1% 21.2% 44.5% 31.9% 10.6% 1.2% 49.3% 11.5% 3.4% 5.7%

4 Next year (2021) 45.9% 44.8% 50.6% 74.5% 55.3% 43.8% 9.4% 79.1% 57.4% 19.0% 20.0%


1 Summer (June-August, 2020) 38.8% 33.1% 48.2% 90.0% 63.8% 23.4% 1.2% 89.6% 45.9% 6.0% 1.9%

2 Fall (September-October, 2020) 47.8% 45.5% 50.6% 80.0% 48.9% 49.4% 1.2% 79.1% 59.8% 26.7% 17.1%

3 Holidays (November-December 2020) 38.2% 39.6% 47.1% 70.0% 55.3% 33.2% 1.2% 70.1% 40.2% 22.4% 12.4%

4 Next year (2021) 75.9% 77.3% 81.2% 93.6% 85.1% 77.9% 42.4% 93.3% 87.7% 62.9% 54.3%

18 Types of experiences most important to you when visiting Branson, MO: select all that apply

1 Beautiful scenery 62.5% 69.5% 71.8% 55.5% 66.0% 65.5% 61.2% 59.7% 64.8% 66.4% 59.0%

2 Beach/water activities 9.2% 10.4% 10.6% 13.6% 8.5% 6.4% 11.8% 14.2% 6.6% 6.9% 8.6%

3 Historical sites 24.7% 24.0% 32.9% 18.2% 31.9% 23.4% 32.9% 20.1% 25.4% 25.0% 29.5%

4 Interesting small towns 22.0% 26.6% 22.4% 19.1% 31.9% 19.6% 27.1% 21.6% 21.3% 24.1% 21.0%

5 Great culinary experiences 36.1% 46.8% 29.4% 32.7% 51.1% 33.2% 40.0% 32.1% 37.7% 37.1% 38.1%

6 Something for everyone 41.3% 40.9% 44.7% 43.6% 51.1% 41.7% 31.8% 47.8% 47.5% 37.9% 29.5%

7 Hiking/biking 10.7% 13.0% 9.4% 11.8% 14.9% 9.8% 9.4% 9.7% 15.6% 7.8% 9.5%

8 Arts/culture 9.6% 11.0% 10.6% 9.1% 12.8% 8.1% 12.9% 9.7% 7.4% 12.9% 8.6%

9 Shopping 67.1% 70.1% 70.6% 73.6% 61.7% 72.3% 47.1% 70.9% 71.3% 70.7% 53.3%

10 Nice resorts/spas 28.9% 29.2% 27.1% 27.3% 29.8% 31.5% 23.5% 27.6% 28.7% 32.8% 26.7%

11 Shows/theaters 84.1% 84.4% 80.0% 83.6% 83.0% 84.3% 84.7% 85.8% 82.0% 84.5% 83.8%

12 Theme parks/Water parks 35.8% 36.4% 36.5% 60.0% 31.9% 30.6% 21.2% 54.5% 32.8% 28.4% 23.8%

13 Activities for children 15.5% 14.9% 17.6% 20.9% 27.7% 11.1% 14.1% 18.7% 18.0% 12.9% 11.4%

14 Boating 11.9% 12.3% 12.9% 15.5% 8.5% 11.9% 9.4% 14.9% 11.5% 9.5% 11.4%

15 Fishing 14.5% 14.9% 15.3% 20.0% 8.5% 16.2% 5.9% 18.7% 18.9% 9.5% 9.5%

16 Exciting nightlife 9.0% 7.8% 10.6% 12.7% 8.5% 7.7% 8.2% 10.4% 10.7% 7.8% 6.7%




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ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

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19 The coronavirus pandemic is a human tragedy that has affected every aspect of life around the globe.

As new cases begin to decline and we all begin to think about what our "new normal" might look

like in the coming months it will be appropriate for travel destinations and consumer products

of all types to deliver marketing messages that are both helpful and appropriate for the times.

4.10 4.41 4.46 4.46 4.39 4.07 3.59 4.46 4.08 4.08 3.69

1 Any advertising messages that reminds me Branson is open for business 4.16 4.47 4.55 4.63 4.49 4.10 3.52 4.60 4.20 4.07 3.65

2Marketing messages that speak to what makes Branson different/more

appealing than other places3.95 4.18 4.11 4.30 4.21 3.91 3.42 4.28 3.91 3.97 3.54

3 New attractions, activities or exhibits that were not open last year 4.01 4.17 4.41 4.44 4.30 3.97 3.44 4.41 4.04 3.99 3.50

4 Offers for discounts, deals or bargains of some kind 4.07 4.35 4.69 4.44 4.43 3.99 3.62 4.43 4.07 3.97 3.70

5Features the types of actions that area attractions, hotels, restaurants, etc.

are taking to keep guests safe and healthy4.34 4.91 4.55 4.52 4.53 4.36 3.93 4.60 4.20 4.41 4.08

% Very appropriate 47.7% 57.8% 57.2% 65.3% 58.3% 45.2% 25.9% 65.8% 49.5% 42.6% 28.0%

1 Any advertising messages that reminds me Branson is open for business 50.5% 57.8% 62.4% 78.2% 66.0% 45.5% 20.0% 76.1% 55.7% 39.7% 23.8%


appealing than other places36.7% 43.5% 36.5% 51.8% 46.8% 36.2% 12.9% 52.2% 40.2% 32.8% 17.1%

3 New attractions, activities or exhibits that were not open last year 41.7% 42.9% 52.9% 61.8% 53.2% 38.7% 17.6% 61.2% 44.3% 38.8% 17.1%

4 Offers for discounts, deals or bargains of some kind 46.8% 53.9% 69.4% 64.5% 59.6% 40.9% 32.9% 64.9% 47.5% 38.8% 31.4%


are taking to keep guests safe and healthy62.7% 90.9% 64.7% 70.0% 66.0% 64.7% 45.9% 74.6% 59.8% 62.9% 50.5%

% Somewhat/Very appropriate 75.3% 85.6% 89.9% 85.8% 83.8% 76.3% 54.6% 86.7% 76.4% 74.8% 60.2%








RATED ANY MESSAGES IN Q19 4 OR 5 425 154 85 103 43 212 67 127 107 105 86

20 3.94 4.12 4.15 4.19 4.23 3.90 3.39 4.30 3.97 3.78 3.48

1 Any advertising messages that reminds me Branson is open for business 3.87 3.93 3.99 4.20 4.10 3.76 3.33 4.25 3.94 3.59 3.40


appealing than other places3.74 3.85 3.94 4.00 4.08 3.68 3.12 4.12 3.71 3.59 3.29

3 New attractions, activities or exhibits that were not open last year 3.85 3.92 3.92 4.16 4.11 3.74 3.33 4.21 3.96 3.60 3.28

4 Offers for discounts, deals or bargains of some kind 4.12 4.25 4.60 4.31 4.34 4.13 3.54 4.45 4.10 4.00 3.74


are taking to keep guests safe and healthy4.14 4.64 4.30 4.26 4.52 4.16 3.60 4.46 4.13 4.10 3.71

Types of destination marketing messages would be appropriate given the times

Destination marketing messages that would motivate leisure trip: 5-pt. scale




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ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

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% Extremely motivational 35.4% 38.8% 41.2% 45.7% 45.2% 31.2% 22.2% 51.6% 34.4% 26.6% 18.8%








% Very/Extremely motivational 66.5% 76.0% 77.6% 78.1% 78.9% 64.1% 41.4% 82.4% 67.1% 61.5% 42.7%








RATED ANY MESSAGES IN QRATED ANY MESSAGES IN Q19 4 OR 5 4 OR 5 344 154 85 94 42 170 38 120 86 83 55

21 Which one of these marketing messages believe would be most likely to inspire taking a leisure trip to Branson, MO








22 4.15 3.95 4.18 4.74 4.38 3.94 3.32 4.65 4.34 3.65 3.49

Definitely would 38.4% 27.9% 36.5% 77.7% 42.9% 21.8% 10.5% 70.0% 43.0% 8.4% 7.3%

Probably would 39.5% 42.9% 44.7% 19.1% 52.4% 51.8% 21.1% 25.0% 47.7% 50.6% 41.8%

May or may not 20.3% 26.0% 18.8% 3.2% 4.8% 25.3% 57.9% 5.0% 9.3% 38.6% 43.6%

Probably would not 1.7% 3.2% 0.0% 0.0% 0.0% 1.2% 10.5% 0.0% 0.0% 2.4% 7.3%

Definitely would not 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

% Probably/Definitely would 77.9% 70.8% 81.2% 96.8% 95.2% 73.5% 31.6% 95.0% 90.7% 59.0% 49.1%

24.0% 17.6% 0.4% 10.1% 28.4% 26.9%

ALL QUALIFIED RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

23 Type of lodging most likely to use on your next visit to Branson, MO

None - I would not be staying overnight 4.4% 4.5% 5.9% 7.3% 2.1% 3.0% 5.9% 7.5% 2.5% 2.6% 4.8%

Vacation Rental, e.g. Airbnb 3.8% 4.5% 2.4% 2.7% 10.6% 3.4% 2.4% 3.0% 7.4% 1.7% 2.9%

Bed & Breakfast 1.3% 0.6% 0.0% 0.0% 2.1% 0.4% 4.7% 0.0% 1.6% 0.0% 3.8%

Cabin 5.0% 5.8% 3.5% 4.5% 4.3% 5.1% 5.9% 3.0% 5.7% 7.8% 3.8%

Campground 6.5% 6.5% 4.7% 8.2% 2.1% 6.8% 5.9% 7.5% 5.7% 6.0% 6.7%

Condo 12.6% 9.7% 16.5% 19.1% 8.5% 11.5% 9.4% 18.7% 10.7% 5.2% 15.2%

Hotel/Motel 42.8% 44.2% 48.2% 36.4% 44.7% 45.1% 43.5% 38.1% 40.2% 56.9% 36.2%

Timeshare 18.7% 20.1% 14.1% 14.5% 21.3% 20.9% 16.5% 14.2% 22.1% 18.1% 21.0%


Intent to visit Branson, MO if you saw this type of marketing message: 5-pt. scale




FIRST TO

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FAST

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DEFINITELY WILL

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PROBABLY WILL

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MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

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24 3.03 3.01 3.16 3.38 3.16 2.98 2.66 3.34 3.09 2.92 2.69

1 Silver Dollar City 3.38 3.36 3.52 3.99 3.47 3.30 2.74 3.99 3.39 3.15 2.83

2 Branson Landing 3.93 4.03 4.07 4.32 4.04 3.98 3.24 4.31 4.04 3.70 3.58

3 Titanic Museum Attraction 2.38 2.32 2.42 2.62 2.49 2.26 2.34 2.56 2.38 2.34 2.19

4 Dolly Parton's Stampede 2.88 2.90 3.07 3.20 3.15 2.74 2.72 3.22 2.85 2.87 2.51

5 Sight & Sound Theatres 3.43 3.51 3.44 3.63 3.47 3.45 3.09 3.64 3.44 3.41 3.17

6 The Branson Tracks Family Fun Parks 2.38 2.29 2.62 2.77 2.53 2.34 1.93 2.62 2.63 2.22 1.97

7 Branson IMAX 2.83 2.68 2.99 3.11 2.98 2.76 2.56 3.07 2.87 2.73 2.58


1 Silver Dollar City 28.5% 31.2% 30.6% 49.1% 27.7% 26.0% 9.4% 50.7% 26.2% 19.0% 13.3%

2 Branson Landing 39.8% 44.8% 44.7% 57.3% 44.7% 37.9% 20.0% 59.7% 41.8% 25.9% 27.6%

3 Titanic Museum Attraction 3.4% 2.6% 3.5% 6.4% 4.3% 2.6% 1.2% 7.5% 3.3% 0.9% 1.0%

4 Dolly Parton's Stampede 9.4% 10.4% 12.9% 12.7% 17.0% 8.1% 4.7% 15.7% 8.2% 7.8% 4.8%

5 Sight & Sound Theatres 24.5% 28.6% 24.7% 28.2% 21.3% 26.8% 15.3% 34.3% 23.0% 20.7% 18.1%

6 The Branson Tracks Family Fun Parks 5.0% 3.9% 4.7% 11.8% 4.3% 3.0% 2.4% 10.4% 5.7% 0.9% 1.9%

7 Branson IMAX 8.4% 8.4% 11.8% 14.5% 8.5% 6.8% 4.7% 15.7% 6.6% 6.0% 3.8%


1 Silver Dollar City 46.8% 44.8% 55.3% 69.1% 48.9% 43.8% 24.7% 68.7% 48.4% 37.9% 26.7%

2 Branson Landing 70.0% 73.4% 75.3% 80.9% 78.7% 72.3% 44.7% 85.1% 72.1% 61.2% 58.1%

3 Titanic Museum Attraction 12.6% 11.7% 14.1% 17.3% 10.6% 8.5% 18.8% 15.7% 10.7% 11.2% 12.4%

4 Dolly Parton's Stampede 28.5% 31.2% 32.9% 37.3% 29.8% 25.5% 24.7% 41.8% 21.3% 28.4% 20.0%

5 Sight & Sound Theatres 48.6% 51.9% 50.6% 57.3% 48.9% 49.4% 35.3% 59.0% 46.7% 46.6% 40.0%

6 The Branson Tracks Family Fun Parks 15.5% 14.3% 21.2% 30.9% 14.9% 11.9% 5.9% 24.6% 18.9% 9.5% 6.7%

7 Branson IMAX 25.2% 18.8% 34.1% 36.4% 25.5% 21.3% 21.2% 36.6% 23.0% 18.1% 21.0%

Intent to visit each of the following attractions on your next trip to Branson,




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ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

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25 Party composition on next visit to Branson, MO

Under 4 1.9% 2.3% 0.4% 3.7% 2.5% 1.0% 1.0% 2.1% 2.8% 1.0% 1.2%

4-7 3.7% 4.0% 3.3% 5.2% 4.3% 3.0% 3.1% 4.2% 4.5% 2.3% 3.3%

8-11 3.5% 3.2% 3.3% 4.3% 3.1% 3.0% 4.1% 3.0% 3.8% 4.2% 2.9%

12-14 3.5% 3.2% 3.3% 3.7% 6.7% 2.8% 2.6% 4.4% 2.5% 4.2% 2.5%

15-17 2.5% 2.9% 3.3% 3.7% 4.9% 1.9% 0.5% 3.7% 2.3% 3.2% 0.0%

18-24 3.9% 4.4% 4.6% 5.5% 6.7% 3.0% 2.0% 4.7% 4.3% 3.2% 2.9%

25-34 5.3% 6.1% 6.7% 9.8% 5.5% 3.1% 4.6% 6.8% 6.3% 2.3% 4.9%

35-44 6.5% 6.1% 7.5% 5.7% 8.0% 6.6% 6.1% 7.5% 5.1% 7.1% 6.2%

45-54 9.5% 10.1% 11.7% 12.1% 9.8% 7.8% 10.7% 12.2% 7.8% 10.4% 6.6%

55-64 15.6% 13.9% 20.5% 14.4% 14.1% 16.5% 16.3% 12.9% 19.9% 15.2% 14.0%

65-74 30.8% 28.8% 21.8% 25.6% 28.8% 33.5% 32.1% 27.6% 30.6% 31.4% 35.8%

75 and over 13.2% 14.9% 13.4% 6.3% 5.5% 17.7% 16.8% 10.8% 10.1% 15.5% 19.8%

Under 12 years 9.1% 9.5% 7.1% 13.2% 9.8% 7.0% 8.2% 9.4% 11.1% 7.4% 7.4%

12-17 years 6.0% 6.1% 6.7% 7.5% 11.7% 4.8% 3.1% 8.2% 4.8% 7.4% 2.5%

18-34 years 9.2% 10.5% 11.3% 15.2% 12.3% 6.1% 6.6% 11.5% 10.6% 5.5% 7.8%

35-54 years 16.0% 16.2% 19.2% 17.8% 17.8% 14.4% 16.8% 19.7% 12.9% 17.5% 12.8%

55+ years 59.6% 57.7% 55.6% 46.3% 48.5% 67.7% 65.3% 51.3% 60.6% 62.1% 69.5%

Average adult age 60.4 60.1 58.1 55.5 56.3 63.0 62.4 58.0 59.7 62.2 63.4

Average child age 9.5 9.3 10.7 9.0 10.4 9.7 8.8 9.9 8.5 10.8 8.1

Party size 2.88 3.08 2.81 3.16 3.47 2.84 2.31 3.19 3.25 2.66 2.31

Party composition

Families 40.4% 44.2% 39.3% 56.3% 63.8% 31.6% 23.0% 51.8% 42.2% 38.2% 20.6%

Adults 59.6% 55.8% 60.7% 43.7% 36.2% 68.4% 77.0% 48.2% 57.8% 61.8% 79.4%

DESTINATION ACTIONS THAT MAY HELP MAKE CONSUMERS MORE COMFORTABLE VISITING

26 Makes you nervous about the idea of traveling or visiting attractions again in the near future: select all that apply

Direct interaction with employees 15.7% 19.5% 5.9% 1.8% 4.3% 16.6% 37.6% 4.5% 10.7% 18.1% 33.3%

Catching coronavirus from surfaces I may touch 49.7% 57.8% 37.6% 20.0% 36.2% 54.9% 81.2% 37.3% 34.4% 60.3% 71.4%

Not having restaurants' dining areas open to the public 45.3% 42.9% 41.2% 52.7% 51.1% 43.0% 38.8% 47.8% 52.5% 37.1% 42.9%

Other guests getting too close to me, not social distancing 51.6% 63.6% 38.8% 17.3% 40.4% 62.6% 71.8% 29.1% 42.6% 69.8% 70.5%

Destination(s) not taking appropriate actions to keep me safe 66.5% 84.4% 50.6% 41.8% 68.1% 76.2% 70.6% 58.2% 58.2% 74.1% 78.1%

None of the above 12.8% 4.5% 20.0% 30.0% 12.8% 6.4% 8.2% 22.4% 15.6% 3.4% 7.6%

27 3.13 3.29 2.98 2.52 2.74 3.33 3.61 2.82 2.89 3.41 3.52

Definitely would 14.0% 14.9% 11.8% 6.4% 2.1% 14.5% 29.4% 9.0% 10.7% 19.0% 19.0%

Probably would 23.7% 25.3% 23.5% 8.2% 19.1% 30.2% 28.2% 14.2% 21.3% 31.0% 30.5%

May or may not 34.0% 40.3% 28.2% 40.0% 40.4% 33.2% 24.7% 41.0% 29.5% 27.6% 37.1%

Probably would not 18.2% 13.0% 23.5% 21.8% 27.7% 17.9% 9.4% 21.6% 23.0% 16.4% 10.5%

Definitely would not 10.1% 6.5% 12.9% 23.6% 10.6% 4.3% 8.2% 14.2% 15.6% 6.0% 2.9%


Intent to wear a mask when visiting Branson, MO after restrictions are lifted: 5-




FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE


28 3.59 3.85 3.67 3.53 3.65 3.71 3.31 3.78 3.60 3.50 3.44

1Capacity is limited at the door/gate of attractions to ensure appropriate

physical distancing, utilizing advance reservation services. 3.70 4.05 3.71 3.55 3.81 3.82 3.52 3.87 3.67 3.59 3.64

2Every visitors' temperature is taken at the door/gate of public facilities,

and only those without fevers were permitted entrance.3.53 3.84 3.66 3.39 3.49 3.73 3.20 3.72 3.50 3.40 3.48

3 Every visitor is asked to wear a mask. 3.14 3.45 3.08 2.77 3.04 3.30 3.24 3.12 3.07 3.09 3.31

4Lines are marked in such a way that a minimum of 6 foot is spaced

between each party in line.3.65 3.98 3.72 3.51 3.77 3.82 3.29 3.83 3.68 3.59 3.46

5Visitors are required to have an "immunity passport" or QR Code indicating

they have not been around people who have tested positive.2.71 2.94 2.59 2.37 2.57 2.85 2.82 2.55 2.52 2.87 2.95

6 Only outdoor attractions, exhibits or events are open. 3.19 3.34 3.28 3.15 3.43 3.22 3.01 3.43 3.23 3.07 2.96

7Deep cleaning of all surfaces occurs each evening and at regular intervals

throughout the day.4.19 4.39 4.39 4.49 4.30 4.25 3.60 4.59 4.29 4.03 3.75

8 Hand sanitizers are installed in convenient locations 4.15 4.35 4.34 4.33 4.30 4.21 3.65 4.47 4.30 3.97 3.75

9Employees are screened prior to starting their shift each day to ensure

they are exhibiting no symptoms of the virus.4.05 4.32 4.29 4.17 4.19 4.19 3.45 4.43 4.15 3.87 3.68

% Definitely would 25.8% 31.7% 33.1% 33.0% 26.0% 25.3% 17.6% 40.1% 25.7% 17.2% 17.0%


physical distancing, utilizing advance reservation services. 25.2% 32.5% 32.9% 31.8% 23.4% 23.8% 21.2% 38.1% 24.6% 17.2% 18.1%


and only those without fevers were permitted entrance.23.9% 31.8% 32.9% 28.2% 19.1% 25.5% 16.5% 35.1% 23.0% 15.5% 20.0%

3 Every visitor is asked to wear a mask. 14.0% 18.2% 15.3% 11.8% 10.6% 14.5% 17.6% 18.7% 13.9% 7.8% 15.2%


between each party in line.21.2% 27.3% 27.1% 26.4% 21.3% 21.3% 14.1% 35.8% 18.9% 15.5% 11.4%


they have not been around people who have tested positive.9.2% 10.4% 14.1% 11.8% 6.4% 9.4% 7.1% 13.4% 7.4% 7.8% 7.6%

6 Only outdoor attractions, exhibits or events are open. 14.7% 20.8% 16.5% 20.0% 21.3% 12.8% 9.4% 29.1% 13.1% 5.2% 8.6%


throughout the day.44.0% 50.0% 55.3% 64.5% 46.8% 40.9% 24.7% 70.1% 45.1% 31.9% 22.9%

8 Hand sanitizers are installed in convenient locations 41.3% 48.7% 50.6% 52.7% 46.8% 39.6% 28.2% 59.7% 45.9% 29.3% 25.7%


they are exhibiting no symptoms of the virus.38.6% 46.1% 52.9% 50.0% 38.3% 40.0% 20.0% 61.2% 39.3% 25.0% 23.8%

Intent to visit Branson, MO if you knew they were taking the following actions




FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE




physical distancing, utilizing advance reservation services. 63.1% 77.3% 62.4% 55.5% 68.1% 69.8% 51.8% 68.7% 64.8% 57.8% 60.0%


and only those without fevers were permitted entrance.56.0% 66.9% 62.4% 51.8% 51.1% 63.8% 42.4% 61.9% 57.4% 49.1% 54.3%

3 Every visitor is asked to wear a mask. 39.6% 48.1% 37.6% 29.1% 31.9% 46.4% 38.8% 36.6% 39.3% 37.9% 45.7%


between each party in line.60.8% 76.0% 62.4% 52.7% 61.7% 70.6% 43.5% 62.7% 67.2% 59.5% 52.4%


they have not been around people who have tested positive.28.3% 31.8% 29.4% 22.7% 27.7% 30.6% 29.4% 24.6% 27.9% 28.4% 33.3%

6 Only outdoor attractions, exhibits or events are open. 40.5% 44.2% 45.9% 40.9% 55.3% 40.0% 32.9% 50.0% 45.1% 34.5% 29.5%


throughout the day.80.5% 89.6% 85.9% 86.4% 87.2% 86.4% 52.9% 91.8% 86.9% 76.7% 62.9%

8 Hand sanitizers are installed in convenient locations 78.2% 87.7% 83.5% 82.7% 87.2% 83.4% 52.9% 90.3% 86.1% 70.7% 61.9%


they are exhibiting no symptoms of the virus.76.1% 88.3% 82.4% 73.6% 85.1% 84.3% 51.8% 85.1% 82.0% 71.6% 62.9%

DEMOGRAPHICS

29 Household composition

Under 4 1.0% 2.9% 0.0% 1.1% 2.3% 0.9% 0.0% 1.5% 0.7% 1.3% 0.0%

4-7 2.3% 3.4% 2.2% 4.5% 3.1% 1.2% 1.6% 2.3% 2.9% 2.0% 1.8%

8-11 2.3% 2.3% 2.2% 3.0% 3.1% 1.4% 3.2% 2.6% 1.8% 3.0% 1.3%

12-14 2.8% 2.6% 1.8% 3.0% 3.9% 3.0% 1.1% 4.4% 2.1% 3.0% 0.9%

15-17 2.5% 1.3% 3.6% 3.4% 3.1% 2.3% 1.6% 4.4% 1.8% 3.0% 0.0%

18-24 4.4% 3.9% 6.3% 6.7% 7.0% 3.2% 3.2% 6.4% 4.3% 4.0% 2.2%

25-34 3.7% 6.5% 3.6% 5.6% 3.9% 2.3% 4.8% 4.4% 3.2% 2.4% 4.9%

35-44 5.8% 5.5% 7.6% 7.1% 10.1% 5.0% 3.2% 7.0% 3.6% 8.4% 3.1%

45-54 9.0% 8.3% 12.5% 11.9% 9.3% 7.1% 10.1% 11.3% 8.6% 8.4% 6.6%

55-64 17.5% 14.8% 21.9% 19.0% 15.5% 18.0% 15.4% 14.8% 26.1% 15.2% 14.2%

65-74 32.8% 30.4% 26.3% 28.7% 31.0% 34.9% 33.5% 30.2% 34.3% 31.6% 36.3%

75 and over 16.0% 18.2% 12.1% 6.0% 7.8% 20.6% 22.3% 10.8% 10.7% 17.5% 28.8%

Under 12 years 5.5% 8.6% 4.5% 8.6% 8.5% 3.6% 4.8% 6.4% 5.4% 6.4% 3.1%

12-17 years 5.3% 3.9% 5.4% 6.3% 7.0% 5.3% 2.7% 8.7% 3.9% 6.1% 0.9%

18-34 years 8.1% 10.4% 9.8% 12.3% 10.9% 5.5% 8.0% 10.8% 7.5% 6.4% 7.1%

35-54 years 14.7% 13.8% 20.1% 19.0% 19.4% 12.1% 13.3% 18.3% 12.1% 16.8% 9.7%

55+ years 66.3% 63.4% 60.3% 53.7% 54.3% 73.5% 71.3% 55.8% 71.1% 64.3% 79.2%

Average adult age 61.8 61.5 58.6 56.7 57.4 64.4 63.8 58.6 61.5 62.1 66.0

Average child age 10.4 8.1 11.6 9.9 9.8 11.1 10.5 11.0 9.8 10.5 8.5

Household size 2.40 2.50 2.64 2.44 2.74 2.39 2.21 2.57 2.30 2.56 2.15

Household composition

Families 24.9% 29.6% 25.0% 35.4% 38.0% 20.1% 15.4% 36.6% 20.4% 28.6% 8.0%

Adults 75.1% 70.4% 75.0% 64.6% 62.0% 79.9% 84.6% 63.4% 79.6% 71.4% 92.0%

30 Ethnicity: select all that apply

Non-Hispanic white 91.0% 89.9% 93.4% 94.6% 97.6% 91.5% 81.6% 94.8% 93.6% 89.2% 85.6%

African American or black 1.7% 0.7% 2.6% 0.0% 0.0% 1.4% 5.3% 0.0% 0.9% 2.9% 3.1%

American Indian 4.5% 2.2% 6.6% 5.4% 7.1% 4.2% 2.6% 5.2% 2.8% 5.9% 4.1%

Alaska Native 0.2% 0.0% 1.3% 1.1% 0.0% 0.0% 0.0% 0.9% 0.0% 0.0% 0.0%

Asian 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%




FIRST TO

RETURN

FAST

FOLLOW LATER

NOT THIS

YEAR

DEFINITELY WILL

VISIT

PROBABLY WILL

VISIT

MAY/MAY

NOT VISIT

DEF/PROB WILL

NOT VISIT

ALL RESPONDENTS 477 154 85 110 47 235 85 134 122 116 105

OVERALL TO

DATE


Native Hawaiian or Other Pacific Islander 0.2% 0.0% 1.3% 0.0% 0.0% 0.0% 1.3% 0.0% 0.0% 0.0% 1.0%

Hispanic, Latino or Spanish Origin 1.4% 2.9% 0.0% 0.0% 2.4% 0.9% 3.9% 0.0% 0.9% 2.9% 2.1%

Other race or origin 4.5% 5.8% 0.0% 4.3% 0.0% 4.2% 7.9% 2.6% 5.5% 3.9% 6.2%

31 Household income $96,232 $90,987 $87,910 $97,469 $90,625 $92,570 $109,286 $91,995 $97,882 $89,775 $107,770

Under $25,000 1.2% 1.7% 3.0% 1.2% 0.0% 1.1% 1.8% 1.0% 1.2% 2.2% 0.0%

$25,000 to $49,999 14.7% 10.9% 14.9% 17.3% 15.6% 15.2% 8.9% 14.1% 15.3% 15.7% 13.5%

$50,000 to $74,999 23.1% 25.2% 26.9% 27.2% 21.9% 21.3% 23.2% 23.2% 29.4% 14.6% 25.7%

$75,000 to $99,000 25.4% 29.4% 23.9% 19.8% 31.3% 28.1% 21.4% 29.3% 16.5% 32.6% 21.6%

$100,000 to $124,999 16.4% 15.1% 20.9% 13.6% 12.5% 16.9% 21.4% 13.1% 14.1% 21.3% 17.6%

$125,000 to $149,999 9.2% 10.1% 3.0% 8.6% 9.4% 8.4% 12.5% 8.1% 11.8% 6.7% 10.8%

$150,000 to $174,999 3.7% 4.2% 3.0% 2.5% 3.1% 5.1% 1.8% 4.0% 5.9% 3.4% 1.4%

$175,000 to $199,999 2.9% 1.7% 3.0% 4.9% 6.3% 1.1% 3.6% 6.1% 1.2% 2.2% 1.4%

$200,000 to $299,999 2.0% 1.7% 0.0% 2.5% 0.0% 2.2% 1.8% 1.0% 2.4% 1.1% 4.1%

$300,000 to $499,999 1.2% 0.0% 1.5% 2.5% 0.0% 0.6% 1.8% 0.0% 2.4% 0.0% 2.7%

$500,000 or above 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% 1.8% 0.0% 0.0% 0.0% 1.4%

Sample Size 477 154 85 110 47 235 85 134 122 116 105

Length of Survey 0:21:29 0:22:44 0:20:26 0:20:16 0:23:34 0:21:34 0:21:43 0:21:29 0:20:27 0:22:42 0:21:16

Margin of Error 4.5% 7.9% 10.6% 9.3% 14.3% 6.4% 10.6% 8.5% 8.9% 9.1% 9.6%


BRANSON CORONAVIRUS BRAND POSITIONING STUDY - DEMOS

<54 YRS 55+YRS MALE FEMALE FAMILIES ADULTS <$75K $75K+ <150 mi. 150-300 mi. 301+ mi.

ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

1 Zip code

2 Respondent age

Under 18 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

18-34 1.7% 9.6% 0.0% 2.2% 1.0% 10.4% 0.2% 3.0% 1.2% 4.0% 1.2% 0.5%

35-54 15.7% 90.4% 0.0% 12.8% 19.6% 61.2% 8.2% 11.3% 17.6% 20.8% 19.6% 8.8%

55+ 82.6% 0.0% 100.0% 85.0% 79.4% 28.4% 91.5% 85.7% 81.3% 75.2% 79.2% 90.7%

RESPONDENTS 18+ YEARS OLD 477 83 394 273 204 67 402 133 336 125 168 182

3 Gender

Male 57.2% 49.4% 58.9% 100.0% 0.0% 52.2% 58.7% 51.1% 60.4% 56.8% 56.5% 58.8%

Female 42.8% 50.6% 41.1% 0.0% 100.0% 47.8% 41.3% 48.9% 39.6% 43.2% 43.5% 41.2%

4 Types of trips per year involving an overnight stay or a trip that is at least 50 miles from home

Leisure Travel (getaway, reunion, vacation, visiting family/friends)

Yes 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

No 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Business Travel (convention, meeting)

Yes 22.4% 47.0% 17.3% 26.0% 17.6% 35.8% 20.6% 12.0% 27.1% 32.0% 19.6% 18.7%

No 77.6% 53.0% 82.7% 74.0% 82.4% 64.2% 79.4% 88.0% 72.9% 68.0% 80.4% 81.3%

MAIN SURVEY

ALL QUALIFIED RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

5 Affected by the coronavirus pandemic: select all that apply

Wearing a mask when I go out in public 70.0% 51.8% 73.9% 64.1% 77.9% 50.7% 73.9% 74.4% 69.0% 60.0% 69.6% 77.5%

Had hours reduced at my place of employment 10.1% 19.3% 8.1% 9.9% 10.3% 19.4% 8.5% 12.8% 8.9% 8.8% 11.9% 9.3%

I or someone in my immediate family tested positive for coronovirus 1.5% 1.2% 1.5% 1.5% 1.5% 0.0% 1.7% 0.0% 2.1% 1.6% 1.8% 1.1%

Have a close friend or family member who tested positive for coronavirus 9.9% 9.6% 9.9% 9.5% 10.3% 10.4% 10.0% 9.8% 10.1% 8.8% 9.5% 11.0%

Know of someone who was asked to quarantine for 14 or more days 24.7% 36.1% 22.3% 23.4% 26.5% 28.4% 24.4% 21.1% 26.5% 28.8% 21.4% 25.3%

Was laid off from my job 2.9% 4.8% 2.5% 1.8% 4.4% 4.5% 2.7% 3.0% 3.0% 2.4% 4.2% 2.2%

Have been furloughed and/or had my pay reduced at my job 7.3% 14.5% 5.8% 6.2% 8.8% 16.4% 6.0% 8.3% 7.1% 9.6% 8.3% 4.9%

Live in an area that issued a stay-at-home mandate 65.8% 63.9% 66.2% 59.7% 74.0% 67.2% 65.9% 67.7% 65.5% 54.4% 71.4% 69.2%

Been working at home 20.3% 36.1% 17.0% 21.2% 19.1% 47.8% 16.2% 14.3% 23.2% 28.0% 19.6% 15.9%

Work on the front lines in the healthcare industry or essential public

service 11.5% 31.3% 7.4% 11.4% 11.8% 13.4% 10.9% 12.8% 10.7% 14.4% 11.3% 9.9%

None of the above 8.0% 6.0% 8.4% 10.3% 4.9% 7.5% 7.7% 9.8% 6.8% 7.2% 10.1% 6.0%

OVERALL

TO DATE

5/7

DISTANCEHOUSEHOLD INCOMEAGE GENDER

HOUSEHOLD

COMPOSITION

H2R Market Research 14/26



ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

6 Resources primarily using to remain informed about the impact coronavirus: select all that apply

Blogs 1.5% 1.2% 1.5% 0.4% 2.9% 1.5% 1.5% 1.5% 1.5% 2.4% 1.2% 1.1%

Local TV news 74.0% 62.7% 76.4% 70.7% 78.4% 68.7% 75.1% 77.4% 72.9% 68.0% 79.2% 73.6%

Network/Cable TV news 62.7% 39.8% 67.5% 67.0% 56.9% 53.7% 64.2% 60.9% 63.4% 60.0% 58.9% 67.6%

Friends and family members 29.8% 30.1% 29.7% 22.7% 39.2% 31.3% 29.9% 33.1% 28.9% 28.8% 32.1% 28.0%

Newspaper articles 31.7% 22.9% 33.5% 30.8% 32.8% 22.4% 33.3% 32.3% 31.5% 28.0% 31.0% 35.2%

Online news stories 49.1% 59.0% 47.0% 51.3% 46.1% 64.2% 47.0% 40.6% 53.0% 44.8% 51.8% 50.0%

Radio 22.4% 33.7% 20.1% 24.9% 19.1% 29.9% 21.1% 20.3% 23.2% 16.8% 27.4% 22.0%

Social media 42.6% 47.0% 41.6% 38.5% 48.0% 53.7% 41.3% 43.6% 42.9% 42.4% 50.0% 36.3%

Presidential news conferences 57.7% 47.0% 59.9% 56.8% 58.8% 50.7% 59.0% 55.6% 58.6% 56.0% 56.5% 59.3%

Local/Regional leaders news conferences 42.6% 41.0% 42.9% 39.2% 47.1% 41.8% 42.8% 39.8% 43.8% 37.6% 44.6% 44.0%

Online searches 29.8% 37.3% 28.2% 30.4% 28.9% 32.8% 29.6% 24.1% 32.4% 35.2% 26.8% 28.6%

None of the above 0.8% 2.4% 0.5% 1.1% 0.5% 1.5% 0.7% 0.8% 0.9% 3.2% 0.0% 0.0%

Other: see comments 2.1% 2.4% 2.0% 2.2% 2.0% 1.5% 2.0% 2.3% 1.8% 1.6% 0.6% 3.8%

7 Visited any of Branson's social media channels listed below: select all that apply

Facebook 39.2% 49.4% 37.1% 33.0% 47.5% 52.2% 37.3% 44.4% 37.5% 51.2% 45.2% 25.3%

Pinterest 0.4% 0.0% 0.5% 0.0% 1.0% 0.0% 0.5% 0.0% 0.6% 0.8% 0.6% 0.0%

Instagram 1.5% 6.0% 0.5% 1.1% 2.0% 4.5% 1.0% 2.3% 1.2% 1.6% 1.8% 1.1%

Twitter 1.3% 4.8% 0.5% 1.8% 0.5% 4.5% 0.7% 2.3% 0.9% 3.2% 0.6% 0.5%

YouTube 10.1% 12.0% 9.6% 12.8% 6.4% 9.0% 10.2% 14.3% 8.3% 12.8% 7.7% 10.4%

Snapchat 0.4% 1.2% 0.3% 0.0% 1.0% 1.5% 0.2% 0.8% 0.3% 1.6% 0.0% 0.0%

I do not follow Branson on social media 27.5% 26.5% 27.7% 28.6% 26.0% 25.4% 27.9% 19.5% 30.7% 23.2% 27.4% 30.2%

None of the above 26.6% 19.3% 28.2% 30.4% 21.6% 20.9% 27.6% 30.1% 25.3% 21.6% 23.2% 33.5%


8 Locations or activities feel safe visiting today: select all that apply

Parks/Trails 62.5% 80.7% 58.6% 68.5% 54.4% 73.1% 60.4% 56.4% 64.6% 70.4% 63.1% 56.0%

Grocery stores/Supermarkets 71.1% 68.7% 71.6% 75.1% 65.7% 70.1% 70.6% 69.9% 70.8% 76.0% 74.4% 64.3%

Vacation rental homes/Condos 36.9% 60.2% 32.0% 39.9% 32.8% 53.7% 33.3% 33.8% 37.2% 40.8% 41.7% 29.7%

Hotels/Resorts 37.9% 54.2% 34.5% 44.3% 29.4% 52.2% 35.8% 42.1% 36.6% 47.2% 36.9% 32.4%

Outdoor sporting events in arena/Stadiums 20.5% 34.9% 17.5% 26.4% 12.7% 29.9% 18.9% 24.8% 18.8% 27.2% 20.8% 15.9%

Indoor sporting events in arenas/Stadiums 12.2% 28.9% 8.6% 16.1% 6.9% 22.4% 10.0% 14.3% 10.7% 20.8% 9.5% 8.2%

Places of worship 36.7% 44.6% 35.0% 43.6% 27.5% 46.3% 34.8% 39.1% 35.4% 44.0% 39.9% 28.6%

Off-site business meetings 9.9% 26.5% 6.3% 13.2% 5.4% 23.9% 7.5% 9.8% 9.8% 18.4% 6.0% 7.7%

Outdoor concerts/festivals 30.4% 38.6% 28.7% 35.5% 23.5% 34.3% 29.6% 38.3% 27.1% 43.2% 28.0% 23.6%

Restaurants/Bars 35.6% 47.0% 33.2% 41.0% 28.4% 50.7% 32.8% 37.6% 34.5% 45.6% 36.9% 27.5%

Shopping centers/Shopping malls 34.0% 43.4% 32.0% 39.9% 26.0% 44.8% 31.8% 34.6% 33.3% 40.8% 35.7% 26.9%

Domestic flights 12.8% 28.9% 9.4% 15.8% 8.8% 23.9% 10.9% 12.8% 12.8% 19.2% 13.1% 8.2%

Schools/Universities 12.4% 27.7% 9.1% 16.1% 7.4% 26.9% 10.0% 12.8% 12.2% 21.6% 7.7% 10.4%

Conferences/Conventions 8.4% 22.9% 5.3% 10.6% 5.4% 20.9% 6.2% 9.8% 7.7% 17.6% 6.0% 4.4%

Indoor concerts/festivals 14.9% 27.7% 12.2% 19.8% 8.3% 20.9% 13.9% 18.8% 13.4% 24.8% 11.9% 11.0%

Performance/Movie theaters 22.6% 37.3% 19.5% 29.3% 13.7% 37.3% 19.9% 26.3% 20.8% 32.0% 20.8% 17.6%

Cruise ships 4.8% 15.7% 2.5% 4.4% 5.4% 13.4% 3.2% 6.8% 3.9% 9.6% 4.2% 2.2%

International flights 4.4% 15.7% 2.0% 5.5% 2.9% 9.0% 3.5% 6.0% 3.6% 8.8% 3.0% 2.7%

Indoor attractions and activities 18.7% 30.1% 16.2% 24.2% 11.3% 28.4% 16.9% 24.8% 16.1% 25.6% 16.7% 15.4%

Outdoor attractions and activities 52.0% 71.1% 48.0% 57.5% 44.6% 68.7% 49.0% 51.1% 52.1% 61.6% 54.8% 42.9%

Rental car 18.4% 32.5% 15.5% 20.9% 15.2% 28.4% 16.9% 15.0% 19.9% 26.4% 15.5% 15.9%

None of the above 15.1% 3.6% 17.5% 12.1% 19.1% 7.5% 16.7% 18.0% 14.3% 12.0% 12.5% 19.8%




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

OUTLOOK

9 New consumer behaviors believe may last for a prolonged period of time: select all that apply

Carry-out and delivery at restaurants will likely continue to be strong at the

expense of dining inside.68.3% 65.1% 69.0% 68.5% 68.1% 58.2% 70.4% 67.7% 69.0% 67.2% 70.8% 67.0%

Non-essential air travel will likely continue to be slow for quite awhile. 69.8% 66.3% 70.6% 70.3% 69.1% 67.2% 70.9% 65.4% 72.3% 68.0% 67.3% 73.6%

Likely to see people opting to take leisure trips closer to home rather than

traveling further distances.61.4% 57.8% 62.2% 64.5% 57.4% 61.2% 62.2% 62.4% 61.9% 64.8% 66.1% 54.9%

Social distancing and remaining 6 feet away from other people. 70.4% 68.7% 70.8% 71.8% 68.6% 68.7% 71.1% 72.2% 70.2% 68.8% 71.4% 70.9%

College students will be increasingly likely to take classes online. 50.1% 47.0% 50.8% 51.3% 48.5% 40.3% 51.7% 53.4% 48.8% 45.6% 51.2% 52.7%

Some jobs will not likely ever return. 63.1% 49.4% 66.0% 68.1% 56.4% 44.8% 66.2% 67.7% 61.3% 54.4% 61.3% 71.4%

Washing hands for 20 seconds or more will likely continue for an extended

period of time.87.2% 74.7% 89.8% 87.9% 86.3% 79.1% 89.1% 89.5% 86.9% 86.4% 87.5% 87.9%

People will be somewhat less likely to visit indoor attractions for awhile. 73.2% 73.5% 73.1% 75.8% 69.6% 65.7% 74.9% 71.4% 74.4% 64.8% 73.2% 79.7%

Internal face to face business meetings will likely continue to be jettisoned

to video conferencing where possible.53.9% 55.4% 53.6% 54.9% 52.5% 47.8% 55.2% 52.6% 54.8% 57.6% 53.0% 52.2%

Non-essential business travel will likely continue to be slow for awhile. 69.0% 73.5% 68.0% 69.2% 68.6% 77.6% 68.2% 63.9% 71.7% 68.8% 70.2% 68.1%

Companies will likely continue offering to let employees work at home. 59.5% 51.8% 61.2% 61.2% 57.4% 55.2% 60.9% 54.1% 62.5% 53.6% 65.5% 58.2%

None of the above. People will be anxious to return to the way things used

to be in most every aspect.2.3% 3.6% 2.0% 1.1% 3.9% 1.5% 2.0% 2.3% 1.8% 4.0% 1.2% 1.6%

10 2.21 2.54 2.14 2.29 2.10 2.53 2.14 2.13 2.23 2.36 2.19 2.12

1 Visit a restaurant/bar 3.64 3.88 3.59 3.75 3.49 3.88 3.59 3.62 3.63 3.87 3.71 3.40

2 Stay overnight in a hotel/resort 3.27 3.66 3.19 3.36 3.17 3.61 3.21 3.27 3.26 3.48 3.32 3.09

3 Take a domestic flight 1.94 2.33 1.85 2.04 1.79 2.33 1.85 1.71 2.00 2.08 1.91 1.84

4 Take a domestic leisure trip 3.36 3.61 3.31 3.50 3.19 3.66 3.30 3.29 3.38 3.62 3.38 3.18

5 Take a domestic business trip 1.64 2.19 1.52 1.75 1.49 2.15 1.54 1.45 1.70 1.78 1.63 1.55

6 Take an international trip 1.30 1.47 1.27 1.37 1.22 1.45 1.28 1.30 1.30 1.33 1.21 1.37

7 Take a group tour 1.67 1.94 1.61 1.66 1.69 2.06 1.58 1.62 1.66 1.74 1.63 1.67

8 Attend a conference/convention 1.66 2.22 1.55 1.78 1.51 2.10 1.59 1.52 1.72 1.87 1.61 1.58

9 Take a cruise 1.38 1.57 1.35 1.40 1.37 1.55 1.35 1.39 1.37 1.49 1.31 1.38

% Definitely will 10.2% 16.9% 8.8% 10.5% 9.7% 16.4% 9.0% 9.1% 10.4% 12.2% 10.0% 9.0%

1 Visit a restaurant/bar 30.0% 43.4% 27.2% 33.0% 26.0% 44.8% 27.4% 31.6% 29.2% 38.4% 32.1% 22.0%

2 Stay overnight in a hotel/resort 19.3% 32.5% 16.5% 19.0% 19.6% 31.3% 17.2% 18.8% 19.3% 22.4% 19.0% 17.6%

3 Take a domestic flight 4.4% 9.6% 3.3% 3.7% 5.4% 9.0% 3.5% 2.3% 5.1% 5.6% 4.2% 3.8%

4 Take a domestic leisure trip 24.7% 32.5% 23.1% 26.0% 23.0% 35.8% 22.6% 22.6% 25.3% 28.0% 24.4% 23.1%

5 Take a domestic business trip 3.6% 13.3% 1.5% 4.0% 2.9% 9.0% 2.5% 0.8% 4.5% 4.8% 3.0% 3.3%

6 Take an international trip 2.1% 3.6% 1.8% 2.2% 2.0% 3.0% 2.0% 1.5% 2.4% 2.4% 1.2% 2.7%

7 Take a group tour 2.9% 7.2% 2.0% 2.2% 3.9% 7.5% 1.7% 2.3% 2.7% 2.4% 3.0% 3.3%

8 Attend a conference/convention 2.3% 6.0% 1.5% 2.2% 2.5% 4.5% 1.7% 0.0% 3.0% 3.2% 1.2% 2.7%

9 Take a cruise 2.3% 3.6% 2.0% 2.2% 2.5% 3.0% 2.0% 2.3% 2.1% 2.4% 1.8% 2.7%

Intent to engage in each of the following activities in the next 3 months: 5-pt.

scale




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

% Probably/Definitely will 21.5% 29.2% 19.9% 23.2% 19.4% 28.7% 20.1% 19.5% 22.1% 25.1% 21.9% 18.7%

1 Visit a restaurant/bar 57.9% 68.7% 55.6% 62.6% 51.5% 67.2% 56.2% 56.4% 58.3% 65.6% 58.9% 51.1%

2 Stay overnight in a hotel/resort 45.5% 59.0% 42.6% 48.4% 41.7% 53.7% 43.8% 44.4% 45.5% 52.8% 47.6% 38.5%

3 Take a domestic flight 11.3% 16.9% 10.2% 13.6% 8.3% 19.4% 9.5% 6.0% 12.8% 14.4% 10.1% 9.9%

4 Take a domestic leisure trip 50.5% 61.4% 48.2% 54.9% 44.6% 59.7% 48.8% 46.6% 51.8% 57.6% 53.0% 43.4%

5 Take a domestic business trip 8.6% 20.5% 6.1% 9.9% 6.9% 20.9% 6.5% 3.8% 10.4% 10.4% 9.5% 6.6%

6 Take an international trip 3.1% 4.8% 2.8% 3.3% 2.9% 4.5% 3.0% 3.0% 3.3% 2.4% 3.0% 3.8%

7 Take a group tour 5.5% 8.4% 4.8% 3.7% 7.8% 13.4% 3.5% 5.3% 4.8% 5.6% 5.4% 5.5%

8 Attend a conference/convention 7.8% 15.7% 6.1% 9.2% 5.9% 13.4% 6.7% 5.3% 8.6% 11.2% 6.0% 7.1%

9 Take a cruise 3.8% 7.2% 3.0% 2.9% 4.9% 6.0% 3.2% 4.5% 3.3% 5.6% 3.6% 2.7%

11 Environmental cues or signals want to see in order for you to feel comfortable resuming leisure travel again: select top 4

I'm ready to begin planning a trip now because I'm not going to allow

coronavirus to prevent me from living my life23.3% 34.9% 20.8% 26.7% 18.6% 31.3% 21.1% 21.8% 22.9% 30.4% 22.0% 19.2%

Local government or health officials give the "all clear" for travel in the

place I'm going39.2% 41.0% 38.8% 35.5% 44.1% 40.3% 39.3% 33.8% 41.7% 36.0% 39.3% 41.2%

Federal government or CDC (Centers for Disease Control) give the "all

clear" for travel in the United States46.3% 49.4% 45.7% 44.7% 48.5% 40.3% 47.5% 42.1% 48.2% 42.4% 41.1% 53.8%

Know that the place I'm planning to visit has had no new COVID-19 cases in

the past 2 weeks22.2% 21.7% 22.3% 19.4% 26.0% 22.4% 22.1% 23.3% 21.7% 20.0% 22.6% 23.6%

See other travelers venturing out again without having any negative

consequences18.4% 26.5% 16.8% 19.0% 17.6% 31.3% 16.7% 17.3% 19.3% 22.4% 17.9% 16.5%

See my friends and family members venturing out again without having

any negative consequences22.0% 16.9% 23.1% 23.1% 20.6% 14.9% 23.4% 27.1% 20.2% 20.8% 19.6% 25.3%

Major attractions like Disneyland or Disneyworld to re-open 12.4% 18.1% 11.2% 15.0% 8.8% 23.9% 10.4% 15.8% 11.0% 16.0% 9.5% 12.6%

Local and/or statewide stay-at-home restrictions are lifted 47.2% 41.0% 48.5% 44.7% 50.5% 40.3% 47.8% 45.9% 47.0% 36.8% 51.8% 50.0%

Dining areas and local restaurants have re-opened 35.4% 38.6% 34.8% 38.1% 31.9% 43.3% 33.8% 36.1% 34.8% 40.8% 36.9% 30.2%

Businesses begin allowing their employees to return to work 18.0% 20.5% 17.5% 20.5% 14.7% 20.9% 17.4% 20.3% 17.0% 16.8% 22.6% 14.3%

Widespread antibody tests are being used to identify those with immunity 24.1% 18.1% 25.4% 22.0% 27.0% 22.4% 24.9% 27.8% 23.2% 24.8% 26.8% 21.4%

Widespread containment and contract tracing has begun and is having

success limiting any further spread of the virus33.1% 32.5% 33.2% 31.9% 34.8% 31.3% 34.1% 29.3% 35.4% 41.6% 29.8% 30.2%

Vaccine has been approved and widespread vaccination has been

implemented44.9% 32.5% 47.5% 44.7% 45.1% 31.3% 47.3% 43.6% 45.5% 42.4% 43.5% 48.4%

Grocery stores remove capacity limits 13.4% 8.4% 14.5% 14.7% 11.8% 6.0% 14.2% 15.8% 11.9% 8.8% 16.7% 13.2%

None of the above 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

12 Feel comfortable taking your next leisure trip

Within the next 4 weeks (May 2020) 13.8% 25.3% 11.4% 14.7% 12.7% 17.9% 12.7% 12.8% 13.7% 20.8% 14.9% 7.7%

Within the next 2 months (May-June 2020) 17.4% 22.9% 16.2% 18.3% 16.2% 28.4% 15.7% 19.5% 16.7% 22.4% 17.9% 13.7%

This summer (July-August 2020) 28.7% 21.7% 30.2% 31.1% 25.5% 23.9% 29.6% 21.1% 31.8% 27.2% 34.5% 24.7%

This fall (September-October 2020) 22.2% 15.7% 23.6% 21.6% 23.0% 17.9% 23.1% 26.3% 20.8% 21.6% 18.5% 26.4%

This holiday season (November-December 2020) 3.8% 1.2% 4.3% 4.4% 2.9% 1.5% 4.2% 7.5% 2.4% 1.6% 1.8% 7.1%

Next year (2021 or thereafter) 14.0% 13.3% 14.2% 9.9% 19.6% 10.4% 14.7% 12.8% 14.6% 6.4% 12.5% 20.3%

13 Where is the first place you are likely to go (destination, attraction, activity

or place) once the coronavirus threat has passed?

Please list the first destination, attraction, activity or place that comes to mind.

see comments




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

14 Intent to travel outside the United States in the next 6 months: 5-pt. scale 1.44 1.72 1.38 1.50 1.37 1.55 1.42 1.38 1.46 1.50 1.39 1.45

Definitely will 2.9% 6.0% 2.3% 3.7% 2.0% 3.0% 3.0% 2.3% 3.3% 4.0% 3.0% 2.2%

Probably will 2.1% 2.4% 2.0% 2.9% 1.0% 3.0% 2.0% 1.5% 2.4% 0.8% 1.8% 3.3%

May or may not 5.0% 9.6% 4.1% 5.1% 4.9% 6.0% 5.0% 5.3% 5.1% 6.4% 3.6% 5.5%

Probably will not 16.1% 21.7% 15.0% 16.1% 16.2% 22.4% 14.2% 13.5% 16.1% 19.2% 14.3% 15.4%

Definitely will not 73.8% 60.2% 76.6% 72.2% 76.0% 65.7% 75.9% 77.4% 73.2% 69.6% 77.4% 73.6%

% Probably/Definitely will 5.0% 8.4% 4.3% 6.6% 2.9% 6.0% 5.0% 3.8% 5.7% 4.8% 4.8% 5.5%

MARKETS/DESTINATIONS

15 Intent to visit the following destinations in the next 3 months: 5-pt. scale 2.06 2.22 2.03 2.09 2.02 2.25 2.02 2.03 2.07 2.23 2.17 1.84

1 Branson, MO 3.47 3.67 3.43 3.53 3.40 4.00 3.38 3.50 3.45 4.08 3.61 2.92

2 Eureka Springs, AR 2.06 2.18 2.04 2.10 2.02 2.13 2.04 2.20 1.99 2.46 2.04 1.80

3 St. Louis, MO 1.95 2.16 1.90 1.95 1.95 2.16 1.91 1.87 1.97 2.02 2.28 1.57

4 Kansas City, MO 2.08 2.43 2.01 2.11 2.04 2.40 2.01 2.00 2.10 2.19 2.49 1.63

5 Lake of the Ozarks, MO 2.14 2.28 2.11 2.19 2.07 2.22 2.11 2.11 2.14 2.18 2.34 1.92

6 Wisconsin Dells, WI 1.47 1.47 1.47 1.51 1.41 1.48 1.46 1.38 1.50 1.42 1.35 1.59

7 Smoky Mountains, TN 1.85 1.99 1.82 1.85 1.84 1.97 1.82 1.76 1.87 1.86 1.83 1.83

8 Myrtle Beach, SC 1.48 1.57 1.46 1.50 1.46 1.64 1.45 1.42 1.50 1.64 1.40 1.43

% Definitely will visit 7.4% 8.7% 7.1% 7.3% 7.6% 10.1% 7.0% 7.0% 7.6% 10.0% 9.2% 3.6%

1 Branson, MO 28.1% 36.1% 26.4% 27.1% 29.4% 44.8% 25.4% 27.8% 28.3% 46.4% 29.2% 14.3%

2 Eureka Springs, AR 4.4% 6.0% 4.1% 4.8% 3.9% 4.5% 4.5% 7.5% 3.3% 7.2% 4.2% 2.2%

3 St. Louis, MO 6.3% 6.0% 6.3% 5.5% 7.4% 4.5% 6.7% 5.3% 6.8% 4.0% 12.5% 1.6%

4 Kansas City, MO 8.8% 13.3% 7.9% 9.2% 8.3% 13.4% 8.0% 6.0% 9.8% 9.6% 16.1% 1.1%

5 Lake of the Ozarks, MO 5.5% 4.8% 5.6% 5.1% 5.9% 4.5% 5.5% 5.3% 5.4% 4.8% 7.7% 3.3%

6 Wisconsin Dells, WI 1.9% 1.2% 2.0% 2.2% 1.5% 3.0% 1.7% 0.8% 2.4% 2.4% 0.6% 2.2%

7 Smoky Mountains, TN 2.9% 1.2% 3.3% 2.9% 2.9% 3.0% 3.0% 1.5% 3.6% 3.2% 1.8% 3.3%

8 Myrtle Beach, SC 1.5% 1.2% 1.5% 1.5% 1.5% 3.0% 1.2% 1.5% 1.5% 2.4% 1.2% 0.5%

% Probably/Definitely will visit 15.1% 18.7% 14.4% 15.2% 15.1% 18.8% 14.3% 14.6% 15.1% 19.5% 17.3% 9.6%

1 Branson, MO 53.7% 60.2% 52.3% 56.8% 49.5% 65.7% 51.2% 56.4% 52.1% 76.8% 56.0% 35.2%

2 Eureka Springs, AR 11.1% 15.7% 10.2% 9.9% 12.7% 14.9% 10.2% 14.3% 9.5% 22.4% 8.3% 5.5%

3 St. Louis, MO 11.9% 12.0% 11.9% 11.0% 13.2% 9.0% 12.4% 11.3% 12.2% 10.4% 20.2% 4.9%

4 Kansas City, MO 15.5% 21.7% 14.2% 16.1% 14.7% 20.9% 14.4% 12.8% 16.4% 17.6% 26.2% 3.8%

5 Lake of the Ozarks, MO 14.5% 20.5% 13.2% 14.7% 14.2% 16.4% 13.4% 13.5% 14.0% 17.6% 16.7% 9.9%

6 Wisconsin Dells, WI 3.4% 3.6% 3.3% 3.3% 3.4% 4.5% 3.2% 1.5% 4.2% 2.4% 0.6% 6.0%

7 Smoky Mountains, TN 8.2% 12.0% 7.4% 7.0% 9.8% 13.4% 7.2% 4.5% 9.5% 5.6% 8.9% 8.8%

8 Myrtle Beach, SC 2.7% 3.6% 2.5% 2.6% 2.9% 6.0% 2.2% 2.3% 3.0% 3.2% 1.8% 2.7%

Branson, MO - Intent to visit 3.47 3.67 3.43 3.53 3.40 4.00 3.38 3.50 3.45 4.08 3.61 2.92

Definitely will visit 28.1% 36.1% 26.4% 27.1% 29.4% 44.8% 25.4% 27.8% 28.3% 46.4% 29.2% 14.3%

Probably will visit 25.6% 24.1% 25.9% 29.7% 20.1% 20.9% 25.9% 28.6% 23.8% 30.4% 26.8% 20.9%

May or may not visit 24.3% 22.9% 24.6% 23.1% 26.0% 26.9% 24.1% 21.8% 25.6% 14.4% 28.0% 28.0%

Probably will not visit 9.6% 4.8% 10.7% 9.2% 10.3% 4.5% 10.4% 9.8% 9.5% 2.4% 8.3% 15.9%

Definitely will not visit 12.4% 12.0% 12.4% 11.0% 14.2% 3.0% 14.2% 12.0% 12.8% 6.4% 7.7% 20.9%





ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

16 Best describes when you see yourself returning to Branson, MO once restrictions are lifted

I will be among the first to return. 23.1% 32.5% 21.1% 23.8% 22.1% 34.3% 20.4% 26.3% 20.8% 41.6% 21.4% 11.5%

I will be back just as soon as I see others venturing out. 9.9% 13.3% 9.1% 11.4% 7.8% 17.9% 8.7% 9.0% 10.4% 9.6% 11.9% 8.2%

It will take a while, but I suspect I'll be back later this summer or early fall 49.3% 34.9% 52.3% 49.5% 49.0% 35.8% 52.2% 50.4% 49.7% 44.0% 54.8% 48.4%

Probably will not visit this year. 17.8% 19.3% 17.5% 15.4% 21.1% 11.9% 18.7% 14.3% 19.0% 4.8% 11.9% 31.9%

17 Intent to visit Branson, MO in each of the following seasons: 5-pt. scale 3.34 3.57 3.29 3.33 3.35 3.77 3.26 3.44 3.29 4.13 3.45 2.70

1 Summer (June-August, 2020) 2.97 3.33 2.90 3.00 2.93 3.54 2.86 2.98 2.94 3.85 3.13 2.23

2 Fall (September-October, 2020) 3.29 3.45 3.26 3.26 3.34 3.60 3.25 3.45 3.24 4.08 3.41 2.66

3 Holidays (November-December 2020) 2.94 3.12 2.90 2.92 2.96 3.45 2.85 3.10 2.87 3.94 2.99 2.20

4 Next year (2021) 4.15 4.40 4.10 4.14 4.17 4.49 4.10 4.22 4.13 4.64 4.26 3.71


1 Summer (June-August, 2020) 22.4% 31.3% 20.6% 20.5% 25.0% 40.3% 18.9% 26.3% 20.2% 40.0% 23.8% 9.3%

2 Fall (September-October, 2020) 23.3% 28.9% 22.1% 20.9% 26.5% 32.8% 21.9% 27.8% 21.7% 44.8% 22.0% 9.9%

3 Holidays (November-December 2020) 18.9% 24.1% 17.8% 17.6% 20.6% 28.4% 17.4% 27.1% 15.8% 40.0% 16.1% 7.1%

4 Next year (2021) 45.9% 56.6% 43.7% 45.4% 46.6% 59.7% 43.8% 50.4% 44.3% 71.2% 47.6% 27.5%


1 Summer (June-August, 2020) 38.8% 47.0% 37.1% 40.3% 36.8% 50.7% 36.1% 37.6% 38.4% 65.6% 39.3% 19.8%

2 Fall (September-October, 2020) 47.8% 51.8% 47.0% 47.3% 48.5% 52.2% 47.3% 53.4% 45.8% 73.6% 48.2% 30.2%

3 Holidays (November-December 2020) 38.2% 44.6% 36.8% 38.8% 37.3% 53.7% 35.6% 44.4% 35.7% 70.4% 35.7% 18.1%

4 Next year (2021) 75.9% 88.0% 73.4% 74.7% 77.5% 92.5% 73.6% 78.9% 75.3% 93.6% 82.7% 57.7%

18 Types of experiences most important to you when visiting Branson, MO: select all that apply

1 Beautiful scenery 62.5% 66.3% 61.7% 58.2% 68.1% 62.7% 63.2% 69.9% 60.4% 56.0% 64.3% 65.9%

2 Beach/water activities 9.2% 25.3% 5.8% 7.7% 11.3% 22.4% 7.0% 12.0% 8.0% 12.8% 8.3% 7.7%

3 Historical sites 24.7% 22.9% 25.1% 22.7% 27.5% 13.4% 26.9% 30.1% 22.9% 17.6% 22.6% 31.9%

4 Interesting small towns 22.0% 22.9% 21.8% 20.9% 23.5% 14.9% 23.1% 27.1% 19.9% 16.8% 20.8% 26.9%

5 Great culinary experiences 36.1% 36.1% 36.0% 37.7% 33.8% 34.3% 36.8% 34.6% 37.2% 43.2% 31.0% 36.3%

6 Something for everyone 41.3% 47.0% 40.1% 39.6% 43.6% 50.7% 39.1% 46.6% 38.4% 46.4% 41.7% 37.4%

7 Hiking/biking 10.7% 22.9% 8.1% 12.1% 8.8% 14.9% 10.0% 9.0% 11.3% 16.0% 7.1% 10.4%

8 Arts/culture 9.6% 16.9% 8.1% 9.9% 9.3% 11.9% 9.5% 12.0% 8.9% 9.6% 8.3% 11.0%

9 Shopping 67.1% 67.5% 67.0% 65.9% 68.6% 71.6% 66.9% 68.4% 67.3% 64.8% 76.8% 59.9%

10 Nice resorts/spas 28.9% 32.5% 28.2% 30.4% 27.0% 29.9% 28.9% 32.3% 27.7% 20.8% 30.4% 33.0%

11 Shows/theaters 84.1% 59.0% 89.3% 84.2% 83.8% 67.2% 86.8% 85.7% 83.3% 74.4% 85.1% 89.6%

12 Theme parks/Water parks 35.8% 56.6% 31.5% 34.8% 37.3% 65.7% 31.1% 38.3% 35.1% 56.0% 36.3% 22.0%

13 Activities for children 15.5% 41.0% 10.2% 14.3% 17.2% 55.2% 8.7% 14.3% 15.8% 24.0% 18.5% 7.1%

14 Boating 11.9% 28.9% 8.4% 12.8% 10.8% 20.9% 10.4% 9.0% 13.1% 18.4% 11.9% 7.7%

15 Fishing 14.5% 22.9% 12.7% 17.9% 9.8% 20.9% 13.4% 15.8% 14.0% 17.6% 16.1% 11.0%

16 Exciting nightlife 9.0% 12.0% 8.4% 10.3% 7.4% 7.5% 9.5% 10.5% 8.6% 10.4% 6.5% 10.4%




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

19 The coronavirus pandemic is a human tragedy that has affected every aspect of life around the globe.

As new cases begin to decline and we all begin to think about what our "new normal" might look

like in the coming months it will be appropriate for travel destinations and consumer products

of all types to deliver marketing messages that are both helpful and appropriate for the times.

4.10 4.25 4.07 4.09 4.12 4.12 4.11 4.11 4.11 4.27 4.10 4.01

1 Any advertising messages that reminds me Branson is open for business 4.16 4.25 4.14 4.16 4.16 4.18 4.17 4.20 4.16 4.30 4.15 4.09


appealing than other places3.95 4.00 3.93 3.99 3.89 3.85 3.97 3.87 3.98 4.11 3.89 3.89

3 New attractions, activities or exhibits that were not open last year 4.01 4.24 3.96 4.03 3.99 4.06 4.01 4.04 4.01 4.18 4.04 3.88

4 Offers for discounts, deals or bargains of some kind 4.07 4.31 4.02 4.01 4.15 4.16 4.06 4.14 4.05 4.30 4.06 3.94


are taking to keep guests safe and healthy4.34 4.42 4.32 4.29 4.40 4.34 4.35 4.32 4.36 4.44 4.35 4.26

% Very appropriate 47.7% 48.4% 47.5% 47.0% 48.6% 46.3% 48.0% 50.4% 46.7% 54.1% 49.0% 42.4%

1 Any advertising messages that reminds me Branson is open for business 50.5% 48.2% 51.0% 50.2% 51.0% 49.3% 50.7% 52.6% 49.7% 56.8% 52.4% 45.1%


appealing than other places36.7% 32.5% 37.6% 39.9% 32.4% 29.9% 37.8% 36.1% 36.9% 41.6% 37.5% 33.0%

3 New attractions, activities or exhibits that were not open last year 41.7% 48.2% 40.4% 42.1% 41.2% 46.3% 41.0% 46.6% 39.9% 50.4% 42.9% 35.2%

4 Offers for discounts, deals or bargains of some kind 46.8% 53.0% 45.4% 43.6% 51.0% 49.3% 46.3% 53.4% 44.0% 53.6% 48.2% 41.2%


are taking to keep guests safe and healthy62.7% 60.2% 63.2% 59.0% 67.6% 56.7% 63.9% 63.2% 62.8% 68.0% 64.3% 57.7%

% Somewhat/Very appropriate 75.3% 77.8% 74.8% 74.7% 76.3% 73.4% 76.0% 77.6% 74.8% 81.4% 73.9% 73.2%








RATED ANY MESSAGES IN Q19 4 OR 5 425 77 348 244 181 61 359 117 303 116 146 162

20 3.94 3.97 3.94 3.90 4.00 4.15 3.91 4.02 3.91 4.06 3.99 3.82

1 Any advertising messages that reminds me Branson is open for business 3.87 3.85 3.87 3.82 3.92 4.00 3.84 3.91 3.84 3.94 3.89 3.78


appealing than other places3.74 3.73 3.74 3.77 3.71 3.98 3.71 3.74 3.74 3.84 3.79 3.63

3 New attractions, activities or exhibits that were not open last year 3.85 3.94 3.83 3.83 3.88 4.19 3.79 3.94 3.81 4.06 3.88 3.66

4 Offers for discounts, deals or bargains of some kind 4.12 4.21 4.10 4.06 4.21 4.26 4.10 4.25 4.06 4.20 4.18 4.01


are taking to keep guests safe and healthy4.14 4.11 4.15 4.03 4.29 4.30 4.11 4.24 4.10 4.26 4.19 4.01

Types of destination marketing messages would be appropriate given the times

we are in today: 5-pt. scale

Destination marketing messages that would motivate leisure trip: 5-pt. scale




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

% Extremely motivational 35.4% 33.7% 35.8% 32.2% 39.5% 39.6% 34.5% 39.9% 33.3% 38.5% 37.0% 31.5%








% Very/Extremely motivational 66.5% 70.5% 65.6% 65.3% 68.1% 77.0% 64.6% 68.7% 65.4% 71.7% 67.1% 61.9%








RATED ANY MESSAGES IN QRATED ANY MESSAGES IN Q19 4 OR 5 4 OR 5 344 67 277 198 146 56 284 98 242 98 119 126

21 Which one of these marketing messages believe would be most likely to inspire taking a leisure trip to Branson, MO








22 4.15 4.27 4.12 4.15 4.14 4.34 4.10 4.20 4.11 4.45 4.09 3.97

Definitely would 38.4% 40.3% 37.9% 35.9% 41.8% 46.4% 36.3% 43.9% 35.5% 53.1% 36.1% 29.4%

Probably would 39.5% 46.3% 37.9% 43.9% 33.6% 41.1% 39.4% 34.7% 41.7% 38.8% 38.7% 41.3%

May or may not 20.3% 13.4% 22.0% 19.2% 21.9% 12.5% 22.2% 19.4% 21.1% 8.2% 23.5% 26.2%

Probably would not 1.7% 0.0% 2.2% 1.0% 2.7% 0.0% 2.1% 2.0% 1.7% 0.0% 1.7% 3.2%

Definitely would not 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

% Probably/Definitely would 77.9% 86.6% 75.8% 79.8% 75.3% 87.5% 75.7% 78.6% 77.3% 91.8% 74.8% 70.6%

15.0% 18.8% 35.5%

ALL QUALIFIED RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

23 Type of lodging most likely to use on your next visit to Branson, MO

None - I would not be staying overnight 4.4% 4.8% 4.3% 2.9% 6.4% 4.5% 4.5% 3.8% 4.8% 12.8% 1.2% 1.6%

Vacation Rental, e.g. Airbnb 3.8% 6.0% 3.3% 2.6% 5.4% 6.0% 3.5% 0.8% 5.1% 3.2% 4.8% 3.3%

Bed & Breakfast 1.3% 1.2% 1.3% 0.4% 2.5% 0.0% 1.2% 1.5% 0.9% 1.6% 0.6% 1.6%

Cabin 5.0% 9.6% 4.1% 5.9% 3.9% 6.0% 4.7% 4.5% 5.1% 4.8% 4.8% 4.9%

Campground 6.5% 2.4% 7.4% 7.0% 5.9% 1.5% 7.5% 4.5% 7.4% 6.4% 4.8% 8.2%

Condo 12.6% 9.6% 13.2% 11.7% 13.7% 9.0% 13.2% 10.5% 13.4% 10.4% 14.9% 12.1%

Hotel/Motel 42.8% 45.8% 42.1% 43.6% 41.7% 46.3% 42.3% 47.4% 41.1% 43.2% 50.0% 35.7%

Timeshare 18.7% 13.3% 19.8% 21.2% 15.2% 16.4% 18.9% 21.1% 17.6% 7.2% 17.3% 28.0%


Intent to visit Branson, MO if you saw this type of marketing message: 5-pt. scale




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

24 3.03 3.03 3.03 3.07 2.98 3.25 3.00 3.14 2.99 3.14 3.02 2.98

1 Silver Dollar City 3.38 3.67 3.31 3.39 3.35 3.93 3.30 3.42 3.37 3.90 3.42 3.01

2 Branson Landing 3.93 4.00 3.92 3.99 3.85 4.16 3.92 3.83 4.00 3.98 4.07 3.81

3 Titanic Museum Attraction 2.38 2.27 2.40 2.41 2.34 2.49 2.36 2.62 2.28 2.32 2.38 2.42

4 Dolly Parton's Stampede 2.88 2.95 2.87 2.88 2.89 3.16 2.84 3.01 2.84 2.95 2.73 2.99

5 Sight & Sound Theatres 3.43 2.90 3.54 3.47 3.38 3.15 3.48 3.56 3.38 3.23 3.32 3.68

6 The Branson Tracks Family Fun Parks 2.38 2.93 2.27 2.43 2.32 3.22 2.24 2.44 2.35 2.63 2.47 2.15

7 Branson IMAX 2.83 2.48 2.90 2.93 2.69 2.63 2.85 3.08 2.72 2.94 2.76 2.82


1 Silver Dollar City 28.5% 43.4% 25.4% 27.8% 29.4% 50.7% 25.1% 31.6% 27.7% 49.6% 26.8% 15.9%

2 Branson Landing 39.8% 48.2% 38.1% 39.6% 40.2% 53.7% 38.3% 35.3% 42.6% 40.0% 46.4% 34.1%

3 Titanic Museum Attraction 3.4% 4.8% 3.0% 2.9% 3.9% 6.0% 3.0% 7.5% 1.8% 3.2% 3.0% 3.8%

4 Dolly Parton's Stampede 9.4% 12.0% 8.9% 10.3% 8.3% 19.4% 8.0% 11.3% 8.9% 11.2% 7.1% 10.4%

5 Sight & Sound Theatres 24.5% 15.7% 26.4% 26.4% 22.1% 14.9% 25.9% 23.3% 24.7% 18.4% 21.4% 31.3%

6 The Branson Tracks Family Fun Parks 5.0% 10.8% 3.8% 5.1% 4.9% 14.9% 3.2% 4.5% 5.1% 8.0% 5.4% 2.7%

7 Branson IMAX 8.4% 9.6% 8.1% 9.5% 6.9% 10.4% 8.0% 10.5% 7.4% 11.2% 6.0% 8.8%


1 Silver Dollar City 46.8% 63.9% 43.1% 45.8% 48.0% 65.7% 44.0% 51.9% 45.2% 68.0% 47.6% 31.9%

2 Branson Landing 70.0% 73.5% 69.3% 74.0% 64.7% 79.1% 69.2% 64.7% 72.9% 71.2% 75.0% 65.4%

3 Titanic Museum Attraction 12.6% 10.8% 12.9% 12.1% 13.2% 13.4% 12.4% 21.1% 9.2% 11.2% 11.9% 14.3%

4 Dolly Parton's Stampede 28.5% 32.5% 27.7% 28.6% 28.4% 37.3% 27.1% 35.3% 25.9% 31.2% 20.8% 33.5%

5 Sight & Sound Theatres 48.6% 34.9% 51.5% 50.2% 46.6% 41.8% 49.8% 53.4% 46.7% 41.6% 45.8% 56.0%

6 The Branson Tracks Family Fun Parks 15.5% 34.9% 11.4% 13.9% 17.6% 43.3% 10.7% 20.3% 13.4% 26.4% 14.9% 8.8%

7 Branson IMAX 25.2% 19.3% 26.4% 28.2% 21.1% 20.9% 25.9% 36.8% 20.5% 30.4% 23.2% 23.6%

Intent to visit each of the following attractions on your next trip to Branson, MO:

5-pt. scale




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

25 Party composition on next visit to Branson, MO

Under 4 1.9% 3.3% 1.5% 2.1% 1.6% 3.3% 1.5% 2.9% 1.5% 2.0% 1.5% 2.2%

4-7 3.7% 5.6% 3.2% 3.8% 3.6% 8.1% 2.6% 2.9% 4.0% 6.1% 3.1% 2.4%

8-11 3.5% 7.6% 2.3% 2.1% 5.2% 9.5% 2.0% 1.9% 4.1% 5.4% 3.8% 1.5%

12-14 3.5% 8.0% 2.2% 3.3% 3.8% 10.6% 1.7% 3.5% 3.5% 5.1% 4.4% 1.1%

15-17 2.5% 4.3% 2.0% 2.8% 2.3% 7.7% 1.3% 2.4% 2.6% 3.1% 2.9% 1.7%

18-24 3.9% 6.6% 3.2% 3.7% 4.2% 6.2% 3.4% 6.1% 3.1% 3.3% 4.4% 3.9%

25-34 5.3% 11.0% 3.7% 4.9% 5.9% 10.3% 4.1% 5.1% 5.4% 7.7% 5.7% 2.8%

35-44 6.5% 16.9% 3.5% 5.0% 8.3% 15.0% 4.4% 4.3% 7.3% 6.9% 8.8% 3.5%

45-54 9.5% 24.6% 5.3% 8.7% 10.6% 13.2% 8.7% 7.8% 10.2% 12.8% 9.2% 7.2%

55-64 15.6% 6.0% 18.3% 18.4% 12.2% 7.3% 17.8% 12.8% 16.8% 15.8% 17.2% 13.7%

65-74 30.8% 4.7% 38.1% 32.0% 29.2% 7.0% 36.8% 34.2% 29.6% 22.2% 29.7% 39.3%

75 and over 13.2% 1.3% 16.6% 13.4% 13.1% 1.8% 15.7% 16.0% 11.7% 9.7% 9.2% 20.7%

Under 12 years 9.1% 16.6% 7.0% 8.0% 10.4% 20.9% 6.2% 7.8% 9.6% 13.5% 8.4% 6.1%

12-17 years 6.0% 12.3% 4.3% 6.0% 6.0% 18.3% 3.0% 5.9% 6.1% 8.2% 7.3% 2.8%

18-34 years 9.2% 17.6% 6.9% 8.5% 10.1% 16.5% 7.5% 11.2% 8.5% 11.0% 10.2% 6.7%

35-54 years 16.0% 41.5% 8.8% 13.6% 18.9% 28.2% 13.0% 12.0% 17.6% 19.6% 18.0% 10.7%

55+ years 59.6% 12.0% 73.0% 63.8% 54.5% 16.1% 70.3% 63.1% 58.1% 47.7% 56.1% 73.7%

Average adult age 60.4 44.5 64.0 61.3 59.3 45.6 62.8 61.2 60.0 57.3 58.4 64.7

Average child age 9.5 9.8 9.3 9.4 9.6 10.3 8.6 9.1 9.6 9.4 10.2 8.3

Party size 2.88 3.63 2.73 2.79 3.00 4.07 2.73 2.81 2.96 3.14 3.11 2.53

Party composition

Families 40.4% 73.4% 31.2% 37.0% 44.7% 98.9% 26.1% 35.0% 42.7% 57.9% 41.8% 24.1%

Adults 59.6% 26.6% 68.8% 63.0% 55.3% 1.1% 73.9% 65.0% 57.3% 42.1% 58.2% 75.9%

DESTINATION ACTIONS THAT MAY HELP MAKE CONSUMERS MORE COMFORTABLE VISITING

26 Makes you nervous about the idea of traveling or visiting attractions again in the near future: select all that apply

Direct interaction with employees 15.7% 8.4% 17.3% 13.2% 19.1% 13.4% 16.4% 18.8% 14.9% 12.0% 11.9% 22.0%

Catching coronavirus from surfaces I may touch 49.7% 41.0% 51.5% 45.4% 55.4% 46.3% 50.5% 51.1% 49.4% 44.0% 50.6% 52.7%

Not having restaurants' dining areas open to the public 45.3% 31.3% 48.2% 52.4% 35.8% 35.8% 46.3% 49.6% 42.9% 42.4% 42.3% 50.5%

Other guests getting too close to me, not social distancing 51.6% 37.3% 54.6% 48.4% 55.9% 43.3% 53.5% 50.4% 52.7% 49.6% 51.8% 53.3%

Destination(s) not taking appropriate actions to keep me safe 66.5% 51.8% 69.5% 63.4% 70.6% 64.2% 67.4% 68.4% 66.4% 61.6% 71.4% 65.4%

None of the above 12.8% 20.5% 11.2% 13.9% 11.3% 11.9% 12.9% 12.0% 13.1% 18.4% 9.5% 11.5%

27 3.13 2.80 3.21 3.08 3.21 2.94 3.18 3.11 3.16 3.02 3.13 3.23

Definitely would 14.0% 13.3% 14.2% 12.1% 16.7% 7.5% 15.4% 16.5% 13.4% 16.0% 10.7% 15.4%

Probably would 23.7% 15.7% 25.4% 25.6% 21.1% 23.9% 23.9% 20.3% 25.3% 17.6% 26.8% 25.3%

May or may not 34.0% 28.9% 35.0% 31.9% 36.8% 35.8% 33.3% 31.6% 34.5% 30.4% 36.3% 34.6%

Probably would not 18.2% 21.7% 17.5% 18.7% 17.6% 20.9% 17.9% 21.1% 17.3% 24.0% 16.7% 15.9%

Definitely would not 10.1% 20.5% 7.9% 11.7% 7.8% 11.9% 9.5% 10.5% 9.5% 12.0% 9.5% 8.8%


Intent to wear a mask when visiting Branson, MO after restrictions are lifted: 5-

pt. scale




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

28 3.59 3.44 3.62 3.58 3.61 3.55 3.61 3.67 3.58 3.69 3.54 3.57


physical distancing, utilizing advance reservation services. 3.70 3.65 3.71 3.64 3.78 3.67 3.72 3.83 3.67 3.75 3.58 3.79


and only those without fevers were permitted entrance.3.53 3.34 3.57 3.49 3.59 3.48 3.56 3.61 3.52 3.61 3.46 3.55

3 Every visitor is asked to wear a mask. 3.14 2.76 3.22 3.11 3.19 2.90 3.20 3.20 3.13 3.15 3.07 3.20


between each party in line.3.65 3.49 3.68 3.67 3.62 3.57 3.68 3.74 3.63 3.74 3.66 3.58


they have not been around people who have tested positive.2.71 2.39 2.78 2.71 2.70 2.43 2.76 2.70 2.72 2.66 2.67 2.78

6 Only outdoor attractions, exhibits or events are open. 3.19 3.19 3.19 3.15 3.24 3.22 3.19 3.19 3.20 3.38 3.13 3.11


throughout the day.4.19 4.14 4.20 4.20 4.18 4.31 4.18 4.29 4.17 4.38 4.18 4.08

8 Hand sanitizers are installed in convenient locations 4.15 4.10 4.16 4.15 4.14 4.22 4.14 4.24 4.11 4.27 4.13 4.08


they are exhibiting no symptoms of the virus.4.05 3.90 4.09 4.04 4.07 4.12 4.06 4.20 4.02 4.25 4.02 3.96

% Definitely would 25.8% 24.6% 26.0% 23.9% 28.3% 28.2% 25.4% 30.6% 23.9% 27.6% 25.3% 24.8%


physical distancing, utilizing advance reservation services. 25.2% 28.9% 24.4% 22.0% 29.4% 31.3% 24.1% 33.1% 22.0% 28.0% 21.4% 26.4%


and only those without fevers were permitted entrance.23.9% 21.7% 24.4% 21.6% 27.0% 22.4% 24.4% 28.6% 22.3% 24.0% 22.6% 25.3%

3 Every visitor is asked to wear a mask. 14.0% 9.6% 15.0% 11.7% 17.2% 13.4% 14.2% 18.0% 12.5% 12.8% 13.1% 15.4%


between each party in line.21.2% 18.1% 21.8% 21.2% 21.1% 22.4% 20.9% 21.1% 21.1% 20.0% 22.0% 20.9%


they have not been around people who have tested positive.9.2% 8.4% 9.4% 9.9% 8.3% 9.0% 9.2% 9.8% 8.9% 8.8% 10.1% 8.8%

6 Only outdoor attractions, exhibits or events are open. 14.7% 18.1% 14.0% 13.6% 16.2% 17.9% 13.9% 18.0% 13.1% 15.2% 14.9% 13.7%


throughout the day.44.0% 41.0% 44.7% 41.4% 47.5% 52.2% 42.8% 48.9% 42.3% 52.0% 45.2% 37.4%

8 Hand sanitizers are installed in convenient locations 41.3% 38.6% 41.9% 39.6% 43.6% 41.8% 41.3% 48.1% 38.7% 43.2% 40.5% 40.7%


they are exhibiting no symptoms of the virus.38.6% 37.3% 38.8% 34.4% 44.1% 43.3% 38.1% 49.6% 34.5% 44.8% 38.1% 34.6%

Intent to visit Branson, MO if you knew they were taking the following actions to

minimize spread: 5-pt. scale




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION



physical distancing, utilizing advance reservation services. 63.1% 60.2% 63.7% 61.5% 65.2% 59.7% 64.4% 66.2% 62.8% 64.8% 58.3% 66.5%


and only those without fevers were permitted entrance.56.0% 53.0% 56.6% 56.0% 55.9% 55.2% 56.5% 58.6% 55.4% 60.0% 51.8% 57.1%

3 Every visitor is asked to wear a mask. 39.6% 27.7% 42.1% 39.2% 40.2% 32.8% 41.3% 42.1% 39.3% 40.8% 36.9% 41.2%


between each party in line.60.8% 56.6% 61.7% 62.3% 58.8% 56.7% 62.2% 67.7% 58.9% 64.8% 61.3% 57.7%


they have not been around people who have tested positive.28.3% 19.3% 30.2% 28.9% 27.5% 20.9% 29.6% 29.3% 28.0% 27.2% 28.6% 29.1%

6 Only outdoor attractions, exhibits or events are open. 40.5% 42.2% 40.1% 41.0% 39.7% 38.8% 41.0% 40.6% 40.8% 48.8% 38.7% 36.3%


throughout the day.80.5% 79.5% 80.7% 82.8% 77.5% 82.1% 80.8% 85.0% 79.5% 88.0% 80.4% 75.8%

8 Hand sanitizers are installed in convenient locations 78.2% 77.1% 78.4% 79.1% 77.0% 83.6% 77.6% 82.7% 76.8% 85.6% 78.6% 72.5%


they are exhibiting no symptoms of the virus.76.1% 71.1% 77.2% 77.7% 74.0% 76.1% 77.1% 80.5% 75.6% 82.4% 75.6% 72.5%

DEMOGRAPHICS

29 Household composition

Under 4 1.0% 2.7% 0.4% 1.2% 0.6% 3.8% 0.0% 1.0% 1.0% 1.3% 1.2% 0.5%

4-7 2.3% 6.8% 0.7% 2.6% 1.8% 9.1% 0.0% 1.6% 2.5% 2.9% 2.3% 1.7%

8-11 2.3% 7.8% 0.4% 1.7% 3.0% 9.1% 0.0% 0.6% 2.9% 3.5% 3.0% 0.5%

12-14 2.8% 8.2% 0.9% 2.9% 2.6% 11.2% 0.0% 2.3% 3.0% 3.8% 3.7% 1.0%

15-17 2.5% 6.5% 1.2% 2.1% 3.0% 10.1% 0.0% 1.9% 2.7% 4.8% 2.3% 1.0%

18-24 4.4% 8.8% 2.9% 3.7% 5.5% 6.6% 3.7% 3.2% 4.9% 3.2% 6.5% 3.2%

25-34 3.7% 7.8% 2.2% 4.3% 2.8% 7.7% 2.3% 4.8% 3.2% 4.2% 3.9% 3.0%

35-44 5.8% 18.4% 1.4% 4.7% 7.1% 16.1% 2.3% 3.9% 6.5% 6.7% 7.9% 2.7%

45-54 9.0% 26.9% 2.8% 8.9% 9.1% 13.3% 7.5% 8.1% 9.3% 12.5% 9.0% 6.2%

55-64 17.5% 3.7% 22.3% 19.5% 14.8% 7.0% 21.0% 15.5% 18.3% 18.8% 18.3% 15.7%

65-74 32.8% 2.0% 43.4% 33.0% 32.5% 4.9% 42.0% 36.1% 31.5% 27.8% 32.5% 36.9%

75 and over 16.0% 0.3% 21.5% 15.4% 16.9% 1.0% 21.0% 21.0% 14.2% 10.5% 9.3% 27.4%

Under 12 years 5.5% 17.3% 1.4% 5.5% 5.5% 22.0% 0.0% 3.2% 6.3% 7.7% 6.5% 2.7%

12-17 years 5.3% 14.6% 2.1% 5.0% 5.7% 21.3% 0.0% 4.2% 5.7% 8.6% 6.0% 2.0%

18-34 years 8.1% 16.7% 5.2% 7.9% 8.3% 14.3% 6.0% 8.1% 8.1% 7.3% 10.4% 6.2%

35-54 years 14.7% 45.2% 4.2% 13.6% 16.3% 29.4% 9.9% 11.9% 15.8% 19.2% 16.9% 9.0%

55+ years 66.3% 6.1% 87.1% 67.9% 64.2% 12.9% 84.1% 72.6% 64.0% 57.2% 60.1% 80.0%

Average adult age 61.8 42.5 66.5 62.1 61.5 44.6 65.0 63.8 61.0 59.8 58.7 66.1

Average child age 10.4 10.2 11.1 9.9 11.0 10.4 #DIV/0! 10.4 10.4 10.9 10.3 9.3

Household size 2.40 3.54 2.16 2.40 2.41 4.27 2.14 2.33 2.49 2.50 2.57 2.20

Household composition

Families 24.9% 70.1% 9.4% 23.5% 26.8% 100.0% 0.0% 18.7% 27.2% 37.1% 29.0% 11.2%

Adults 75.1% 29.9% 90.6% 76.5% 73.2% 0.0% 100.0% 81.3% 72.8% 62.9% 71.0% 88.8%




ALL RESPONDENTS 477 83 394 273 204 67 402 133 336 125 168 182

OVERALL

TO DATE

5/7


HOUSEHOLD

COMPOSITION

30 Ethnicity: select all that apply

Non-Hispanic white 91.0% 92.2% 90.8% 90.1% 92.1% 93.5% 90.7% 90.2% 91.5% 96.3% 89.0% 89.3%

African American or black 1.7% 2.6% 1.4% 0.9% 2.6% 1.6% 1.7% 2.4% 1.4% 0.0% 2.6% 1.9%

American Indian 4.5% 1.3% 5.2% 5.6% 3.1% 3.2% 4.8% 6.5% 3.7% 9.2% 4.5% 1.3%

Alaska Native 0.2% 0.0% 0.3% 0.0% 0.5% 0.0% 0.3% 0.0% 0.3% 0.9% 0.0% 0.0%

Asian 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Native Hawaiian or Other Pacific Islander 0.2% 1.3% 0.0% 0.0% 0.5% 0.0% 0.3% 0.0% 0.3% 0.0% 0.0% 0.6%

Hispanic, Latino or Spanish Origin 1.4% 2.6% 1.2% 1.3% 1.6% 4.8% 0.8% 1.6% 1.4% 0.0% 0.6% 3.1%

Other race or origin 4.5% 2.6% 4.9% 6.4% 2.1% 3.2% 4.5% 4.1% 4.4% 0.0% 5.2% 6.9%

31 Household income $96,232 $111,429 $92,392 $101,706 $87,739 $111,384 $93,550 $52,011 $124,467 $97,908 $100,860 $90,426

Under $25,000 1.2% 0.0% 1.4% 1.4% 0.7% 0.0% 1.4% 3.0% 0.0% 1.1% 0.8% 1.6%

$25,000 to $49,999 14.7% 11.4% 15.5% 10.4% 21.3% 8.9% 15.3% 36.8% 0.0% 16.3% 13.6% 14.7%

$50,000 to $74,999 23.1% 15.7% 24.9% 20.9% 26.5% 17.9% 24.3% 60.2% 0.0% 19.6% 19.2% 29.5%

$75,000 to $99,000 25.4% 21.4% 26.4% 28.4% 20.6% 21.4% 26.4% 0.0% 41.7% 21.7% 28.0% 25.6%

$100,000 to $124,999 16.4% 27.1% 13.7% 17.5% 14.7% 26.8% 14.6% 0.0% 27.0% 21.7% 16.0% 12.4%

$125,000 to $149,999 9.2% 8.6% 9.4% 10.0% 8.1% 7.1% 9.4% 0.0% 14.7% 8.7% 12.8% 6.2%

$150,000 to $174,999 3.7% 4.3% 3.6% 4.3% 2.9% 5.4% 3.5% 0.0% 6.2% 3.3% 2.4% 5.4%

$175,000 to $199,999 2.9% 5.7% 2.2% 3.3% 2.2% 7.1% 2.1% 0.0% 4.7% 3.3% 3.2% 2.3%

$200,000 to $299,999 2.0% 2.9% 1.8% 1.9% 2.2% 3.6% 1.7% 0.0% 3.3% 3.3% 1.6% 1.6%

$300,000 to $499,999 1.2% 2.9% 0.7% 1.4% 0.7% 1.8% 1.0% 0.0% 1.9% 1.1% 2.4% 0.0%

$500,000 or above 0.3% 0.0% 0.4% 0.5% 0.0% 0.0% 0.3% 0.0% 0.5% 0.0% 0.0% 0.8%

Sample Size 477 83 394 273 204 67 402 133 336 125 168 182

Length of Survey 0:21:29 0:18:46 0:22:04 0:21:37 0:21:18 0:20:04 0:21:46 0:22:40 0:21:04 0:21:01 0:21:56 0:21:29

Margin of Error 4.5% 10.8% 4.9% 5.9% 6.9% 12.0% 4.9% 8.5% 5.3% 8.8% 7.6% 7.3%


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