travel characteristics - kenner, louisiana presentation 5-10-13.pdfbaton rouge, la lake charles, la...

1

Travel Characteristics

Presentation of Needs Assessment

Economic Development Committee

May 10, 2013

2

Background & Objectives

An online survey of business and leisure travelers was conducted to gauge the needs and

behaviors of travelers who reside in key markets for Kenner.

Mandala Research used the master plans and documentation related to development within

the City of Kenner to gauge visitor interest in a number of potential tourism products and

assets being considered.

The following document provides guidance for Kenner on identifying the most appealing

features to include in Laketown and Rivertown development projects as well as investment in

other city assets that can improve the visitor experience.

Kenner, Louisiana has a number of features that have potential to become great tourist

attractors, including but not limited to its historic district, riverfront, lakefront, parks,

convention center and proximity to the City of New Orleans. For this reason, this visitor

survey was conducted primarily among those who had visited New Orleans or planned to

visit in the next five years.

3

New Orleans has gained share of visitors, more than any other city in Louisiana.

This increase in visitation to New Orleans presents opportunity

for Kenner to capture market share.

Source: TNS 2012

4

Top Markets for Louisiana

5

Where Survey Respondents Reside

Which of the following States do you reside in? [Base: Total respondents, n=1137]

35%

16%

14%

7%

6%

6%

5%

3%

2%

2%

1%

3%

Louisiana

Texas

Florida

Illinois

Alabama

Georgia

Mississippi

New Jersey

New York

California

Arkansas

Other States

The respondents were drawn from the top feeder markets to New Orleans and

Louisiana.

“Metro” markets include New York City, Chicago, Atlanta, and Los Angeles.

35%

42%

20%

3%

Louisiana

Gulf States

Metro Areas

Other States

6

Purpose of Trip in Past 12 Months

S1. Thinking of all the trips you have taken away from home at least 50 miles one-way OR where you

spent at least 1 overnight in the past 12 months, approximately how many of these trips were for each of

the purposes listed below? [Base: Total respondents, n=1137]

5.5

4.3

1.9

0.9

Leisure within the U.S.

Business or convention purposes within the U.S.

Combined business and leisure within the U.S.

International travel for pleasure and/or business

Average Trips Taken: Past 12 months

On average, respondents have taken more than five trips for leisure purposes within the

past 12 months.

7

Destinations Visited

S2. Have you traveled to or do you want to travel to any of the following destinations? [Base: Total respondents, n=1137]

42%

38%

35%

31%

25%

23%

19%

16%

15%

15%

12%

9%

9%

7%

39%

25%

40%

44%

23%

33%

45%

44%

45%

32%

36%

34%

33%

27%

13%

12%

11%

13%

12%

16%

21%

27%

22%

24%

21%

38%

40%

27%

5%

20%

12%

10%

33%

24%

12%

11%

14%

24%

26%

16%

15%

33%

1%

5%

3%

2%

7%

5%

3%

3%

3%

6%

5%

4%

3%

6%

New Orleans, LA

Baton Rouge, LA

Houston, TX

Atlanta, GA

Lake Charles, LA

Gulfport, MS

San Antonio, TX

Nashville, TN

Memphis, TN

Galveston Island, TX

Chattanooga, TN

Savannah, GA

Charleston, SC

Corpus Christi, TX

Past 2 years More than 2 years ago Never visited, but want to Never visited, don't want to Don't know

The top competitive set for New Orleans/Kenner outside of Louisiana destinations includes

Houston, Atlanta, San Antonio, Gulfport, Nashville, Memphis, and Galveston.

8

Intent to Visit New Orleans

S3. Do you intend on visiting New Orleans within the next 5 years? [Base: Never visited New Orleans, but want to, n=149]

Yes 73%

No 27%

Among those who have not visited New Orleans but want to, nearly three-quarters

say they will do so within the next five years.

9

Primary Purpose of Last Trip

Q4. What was the primary purpose of that trip? [Base: Visited New Orleans in the Past, n=918]

Leisure only 72%

Business only 11%

Combined Business and Leisure 17%

For the majority of respondents, the primary purpose of their last trip to New Orleans

was leisure only (cited by 72%); 17% combined business and leisure.

10

Type of Trip

Q5a. What best describes the type of trip you took? [Base: Visited New Orleans in the Past, n=918]

28%

18%

12%

12%

10%

8%

4%

2%

2%

1%

1%

1%

1%

0%

Vacation

Weekend getaway

Visiting friends and relatives

Business Convention/Conference

Business Meeting

Sports event or competition

Girlfriend getaway

Getaway with the guys

Family Reunion

Collegiate/Membership org. or conference

Church/religious group outing/trip

Wedding

Visit a cultural heritage site

School reunion

Leisure 77%

Business 23%

When asked to best describe the type of trip travelers last took to New Orleans,

nearly half (46%) said it was a vacation or weekend getaway. An additional 12%

were visiting friends and relatives. Nearly a quarter of travelers came to New

Orleans at least partly for business purposes.

11

Likelihood of Extending a Business Trip

Q6a. How likely are you to extend a business trip, conference or training if there are leisure activities available for you and your family? [Base: Business Travelers, n=482]

Very likely 39%

Somewhat likely 44%

Not too likely

9%

Not at all likely

8%

When leisure activities are available for

business travelers and their families, 83%

say they are very likely to extend their

business trip.

33%

46%

11%

6% 4%

0 Percent 1-25 Percent 26-50 Percent 51-99 Percent 100 Percent

Q6b. In the past 2 years, what percentage of your business trips have you extended in order to participate in leisure activities at the destination? [Base: Business Travelers, n=482]

Two-thirds of business travelers have

extended one or more business trips

within the last 2 years in order to

participate in leisure activities at a

destination.

12

Amenities Testing

13

Kenner Amenities: Top 15, According to Likelihood to Visit

Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,

Louisiana. [Base: All respondents, n=1137]

Features Much MORE

Likely Somewhat

MORE likely Makes No Difference

Somewhat LESS likely

Much LESS Likely

Great seafood restaurants 36% 39% 22% 1% 2%

Seafood restaurants along the waterfront 33% 43% 22% 1% 2%

Attractive historic district 25% 40% 33% 0% 1%

Boardwalk along the Mississippi River 24% 45% 30% 0% 1%

Boardwalk along the Lake Pontchartrain 24% 45% 30% 1% 1%

Arts and Music festivals on the waterfront 24% 43% 31% 1% 2%

Tram route connecting all site features 21% 42% 34% 2% 2%

Pedestrian access to the Mississippi River 18% 39% 41% 1% 1%

Botanical Garden 17% 44% 36% 1% 2%

Variety of ethnic cuisine 16% 42% 38% 3% 2%

Outdoor theater adjacent to the water 16% 38% 43% 2% 2%

Great shopping 16% 40% 40% 2% 2%

Local Seafood Market 14% 26% 54% 3% 3%

Ability to get away from the crowds of New Orleans

13% 39% 45% 2% 2%

Band shell/live music venue 12% 38% 44% 3% 4%

14

Kenner Amenities: #1 – 11 In Rank Order according to Likelihood to Visit



36%

33%

25%

24%

24%

24%

21%

18%

17%

16%

16%

39%

43%

40%

45%

45%

43%

42%

39%

44%

42%

38%

22%

22%

33%

30%

30%

31%

34%

41%

36%

38%

43%

1%

1%

0%

0%

1%

1%

2%

1%

1%

3%

2%

2%

2%

1%

1%

1%

2%

2%

1%

2%

2%

2%

Great seafood restaurants

Seafood restaurants along the waterfront

Attractive historic district

Boardwalk along the Mississippi River

Boardwalk along the Lake Pontchartrain

Arts and Music festivals on thewaterfront

Tram route connecting all site features

Pedestrian access to the Mississippi River

Botanical Garden

Variety of ethnic cuisine

Outdoor theater adjacent to the water

Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference Somewhat LESS Likely to Visit Much LESS Likely to Visit

15

Kenner Amenities: #12 – 22 in Rank Order According to Likelihood to Visit



16%

14%

13%

12%

11%

10%

9%

7%

7%

7%

6%

40%

26%

39%

38%

28%

32%

34%

27%

13%

13%

16%

40%

54%

45%

44%

54%

54%

52%

60%

72%

70%

68%

2%

3%

2%

3%

5%

2%

2%

2%

4%

5%

6%

2%

3%

2%

4%

3%

3%

2%

4%

5%

5%

4%

Great shopping

Local Seafood Market

Ability to get away from the crowds ofNOLA

Bandshell/live music venue

Farmer's market

Vibrant activity centers

A distinct sense of place that is differentfrom NOLA

Environmental Trails

Bike paths along the waterfront

Bike trails that connect all the majorattractions

Public bar-b-cue areas

Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference

Somewhat LESS Likely to Visit Much LESS Likely to Visit

Public barbeque areas

16




6%

6%

6%

5%

5%

5%

5%

5%

5%

4%

4%

26%

19%

24%

18%

13%

17%

9%

19%

16%

15%

18%

63%

62%

59%

68%

74%

69%

68%

67%

68%

72%

65%

2%

6%

5%

4%

3%

4%

8%

3%

6%

4%

6%

4%

8%

7%

5%

4%

5%

10%

6%

6%

5%

8%

Active Recreation Area

Swimming pool

Outdoor recreation area

Petting zoo

Community vegetable gardens

A Fishing pier

Children's play area

Boat rentals

A Splash Park

A Marina

Picnic areas



17




4%

4%

4%

4%

3%

3%

3%

3%

2%

2%

1%

20%

14%

14%

19%

12%

13%

14%

10%

7%

11%

5%

67%

70%

71%

71%

72%

70%

72%

76%

69%

70%

74%

4%

7%

5%

3%

5%

8%

5%

5%

10%

9%

10%

5%

6%

6%

4%

8%

6%

6%

7%

11%

8%

10%

Places where movies were filmed

Convention Center

Bait and tackle for rent

Environmental Education Center

A golf course

Carousel

Ferris wheel

Ability to dock a boat at a reasonable rate

Dog Park

Miniature Golf

Tennis Courts



18

Key Driver Analysis and Correlations

19

Key Driver Analysis and Correlations

A Pearson Correlation and Regression (or “Key

Driver”) analysis was performed to determine which

amenities were highly correlated to travelers’ likelihood

to visit Kenner. A strong correlation means that if

respondents gave high ratings on their overall

likelihood to visit, they also gave high ratings to these

amenities.

The ten amenities most highly correlated to travelers’

likelihood to visit are shown in the graph to the right.

These amenities predicted 22% of the variance in

travelers’ likelihood to visit Kenner.

Of the top ten amenities, five were significant

predictors, or “drivers” of likelihood to visit Kenner

.386

.338

.329

.322

.314

.311

.301

.296

.284

.277

Ability to get away from thecrowds of New Orleans

Boardwalk along the LakePontchartrain

Great shopping


Pedestrian access to theMississippi River

Boardwalk along the MississippiRiver

Tram route connecting all sitefeatures

A distinct sense of place that isdifferent from New Orleans

Botanical Garden

Public bar-b-cue areas

Correlations

Public barbeque areas

Key Drivers of Likelihood to Visit Kenner

Beta† Significance

(p value)

Ability to get away from the crowds of New Orleans

.277 .000

Public barbeque areas .142 .000

Great shopping .132 .000

A distinct sense of place that is different from New Orleans

-.122 .003

Attractive historic district .092 .015

†The measure of the contribution of each variable to the model.

Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner, Louisiana?


Louisiana.

20

Correlations : #1 – 22 in Rank Order of Strength of Correlation to Likelihood to Visit Kenner

Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner, Louisiana?


Louisiana.

Pearson Correlation Overall

Likelihood to Visit

1 Ability to get away from the crowds of New Orleans 0.386

2 Boardwalk along the Lake Pontchartrain 0.338

3 Great shopping 0.329

4 Attractive historic district 0.322

5 Pedestrian access to the Mississippi River 0.314

6 Boardwalk along the Mississippi River 0.311

7 Tram route connecting all site features 0.301

8 A distinct sense of place different from New Orleans 0.296

9 Botanical Garden 0.284

10 Public barbeque areas 0.277

11 Vibrant activity centers 0.274

12 Active Recreation Area 0.272

13 Band shell/live music venue 0.270

14 Arts and Music festivals on the waterfront 0.270

15 Local Seafood Market 0.268

16 Outdoor recreation area 0.263

17 Variety of ethnic cuisine 0.260

18 Farmer's market 0.259

19 Seafood restaurants along the waterfront 0.258

20 Outdoor theater adjacent to the water 0.257

21 Picnic areas 0.250

22 Great seafood restaurants 0.246

Intangible assets such as ability to get away from crowds

and a distinct sense of place had the greatest impact on

travelers’ intent to visit Kenner. Promoting Kenner based on

these qualities is recommended.

Residents already recognize these attributes as top reasons

to live and work in Kenner, so this allows Kenner to tap the

local community as ambassadors, validating what they

already love about their hometown. Residents are already

aware that the City is the quieter side of New Orleans and

are proud of that, along with the fact that Kenner is safe,

convenient and affordable.

A number of high scoring features fit extremely well with

Kenner’s redevelopment plans of both Laketown and

Rivertown. These include the plan for the boardwalk along

Lake Pontchartrain, attractive historic district, pedestrian

access/boardwalk along the Mississippi, and a tram route

connecting all features. Interestingly, these were also

mentioned in the unaided qualitative resident outreach and

interviews conducted with city officials.

Several of the features included in the question are not part

of the present Laketown or Rivertown plans. Among those

that scored highly are botanical gardens and bar-b-cue

areas. As these are low cost amenities, we recommend

exploring the possibility of adding these features to the plans

for either the lake or river front areas.

21

Correlations : #1 – 22 in Rank Order of Strength of Correlation to Likelihood to Visit Kenner

Further validating both resident and business owner views is

“great shopping”. Consistent with the idea that great places

to live do make great places to visit, shopping is an

important piece of the puzzle. Officials, residents and

business owners all expressed a desire to improve retail

options especially related to higher and better use of the

Esplanade.

Residents lamented the loss of higher end anchor stores

and the need for Kenner to return to the great shopping

destination it once was. Residents appreciate that efforts are

on going at the Esplanade to increase and enhance tenancy.

Great shopping will attract visitors.

Many also expressed the need for the Esplanade to return to

its status as a center of the City of Kenner.

A comprehensive land use plan to help define the esplanade

as one of the central nodes of Kenner is suggested.

Looking at land use and redevelopment patterns such as

Perkins Rowe in Baton Rouge or similar mixed use projects

may provide some ideas for how to regain the vibrancy that

long time residents recall about the Esplanade.

Given that “vibrant activity centers” also scored highly, the

idea of recreating an urban core will do well with visitors and

could help attract young professionals and families.

Pearson Correlation Overall

Likelihood to Visit

1 Ability to get away from the crowds of New Orleans 0.386

2 Boardwalk along the Lake Pontchartrain 0.338

3 Great shopping 0.329

4 Attractive historic district 0.322

5 Pedestrian access to the Mississippi River 0.314

6 Boardwalk along the Mississippi River 0.311

7 Tram route connecting all site features 0.301

8 A distinct sense of place different from New Orleans 0.296

9 Botanical Garden 0.284

10 Public barbeque areas 0.277

11 Vibrant activity centers 0.274

12 Active Recreation Area 0.272

13 Band shell/live music venue 0.270

14 Arts and Music festivals on the waterfront 0.270

15 Local Seafood Market 0.268

16 Outdoor recreation area 0.263

17 Variety of ethnic cuisine 0.260

18 Farmer's market 0.259

19 Seafood restaurants along the waterfront 0.258

20 Outdoor theater adjacent to the water 0.257

21 Picnic areas 0.250

22 Great seafood restaurants 0.246

22

Travel Spending

23

Total Spend By Visitation

Q8a. About how much would you say you, personally, spent in total on this most recent trip.

[Total: All respondents, n=1137]

[Visit Town: Likelihood to Visit Town Outside City (Top 2 Box), n=652]

[Visit Kenner: Likelihood to Visit Kenner (Top 2 Box), n=411]

[Impact of Image: Impact of Image on overnight trip (Top 2 Box), n=526]

[Visit NO 2yrs: Visited New Orleans in Past two years, n=478]

$1,105

$1,079

$1,062

$1,107

$996

Total Visit Town Visit Kenner Impact of Image Visited NO 2 yrs

Respondents who have visited New Orleans within the past 2 years spent an average of $996

on their most recent trip.

This is directionally less than the comparator groups (those who are very or somewhat likely to

visit a town outside the city center, those who are very or somewhat likely to visit Kenner and

those most impacted by the image)

24

Spend by Activities

Q8b. How much did you spend on each of the following? [Base: All respondents, n=1137]

$281

$337

$269

$135

$161

Transportation Lodging Meals Entertainment Shopping

Provided with a list of five spending categories, respondents determined that on their most

recent trip they spent the most on lodging (average of $337), followed by transportation ($281)

and meals ($269). Entertainment and shopping each accounted for more than $100.

25

Spend on Activities

Q8b. How much did you spend on each of the following? [Total: All respondents, n=1137]

Visit Town: Likelihood to Visit Town Outside City (Top 2 Box) [n=652]

Visit Kenner: Likelihood to Visit Kenner (Top 2 Box) [n=411]

Impact of Image: Impact of Image on overnight trip (Top 2 Box) [n=526]

Visit NO 2yrs: Visited New Orleans in Past two years [n=478]

$281

$337

$269

$135

$161

$278

$337

$277

$130

$173

$258

$324

$212

$133

$205

$278

$331

$231

$132

$192

$226

$309

$220

$146 $155

Transportation Lodging Meals Entertainment Shopping

Total Mean Visit Town Visit Kenner Impact of Image Visited NO 2 yrs

26

Accommodations

27

Accommodations

Q9. And, at which of the following type of accommodations did you stay during this most recent trip?

[Base: All respondents, n=1137]

67%

19%

4%

3%

3%

3%

2%

2%

7%

Hotel/Motel/Resort

Stay with family/friend

Took a cruise

Bed and Breakfast

Timeshare

Owned home/condominium/town home/apartment

Rental condominium/Rental town home/Rental house

Recreational Vehicle, Camper, tent

Other

Two-thirds of these travelers stayed in hotels, motels or resorts on their most recent trip;

one-fifth stayed with family and friends.

28

“Spending vs. Splurging” on Accommodations and Dining

Q21 Please indicate how strongly you agree with each of the following as they apply to your leisure or

business travel. [Base: All respondents, n=1137]

8%

19%

2%

11%

8%

28%

50%

14%

41%

32%

17%

20%

50%

31%

34%

24%

8%

30%

12%

20%

23%

3%

5%

5%

6%

I often extend business trips so I can explore thedestination I am visiting

I prefer to save on accommodations so I can spendmoney on other parts of my trip

I prefer to splurge on accommodations and save ondining

I prefer to splurge on dining out and save onaccommodations

I prefer to save on accommodations by stayingoutside the city center

Strongly Agree (4) Somewhat Agree (3) Somewhat Disagree (2)

Strongly Disagree (1) Don’t Know/Rather not say (99)

More than two-thirds of respondents either strongly (19%) or somewhat (50%) agree that they

prefer to save money on accommodations so that they can spend money on other aspects of

their trip. For example, more than half (52%) strongly or somewhat agree that they prefer to

splurge on dining out and save on accommodations. More than one-third (36%) strongly or

somewhat agree that they often extend business trips to explore their destination.

29

Factors For Accommodations: Visited New Orleans in the Past

Q10a. When considering the type of accommodation you chose when visiting New Orleans, how

important were the following factors [Base: If Visited New Orleans in the Past, n=918]

73%

58%

51%

50%

46%

41%

4%

21%

32%

34%

31%

33%

32%

19%

2%

3%

6%

10%

9%

13%

34%

4%

7%

9%

9%

12%

14%

43%

Safe neighborhood

Value for the money

Nightly room rate

Proximity to downtown

Ease of parking

Cost of parking

Proximity to the airport

Very Important Somewhat Important Not Very Important Not at all Important

Visitors to New Orleans were asked to rate the importance of various factors in their

choice of accommodations. Consistent with research on all destinations, safety was

paramount. However, affordability and convenience were also very important to over

half of these travelers. Note that proximity to the airport is perceived as least important

among these factors

30

Factors For Accommodations: Considering Visiting New Orleans

Q10a. When considering the type of accommodation you chose when visiting New Orleans, how

important were the following factors? [Base: Considering visiting New Orleans, n=149]

86%

71%

61%

52%

50%

46%

6%

13%

27%

36%

40%

36%

40%

39%

2%

3%

7%

8%

7%

34%

1%

1%

6%

7%

22%

Safe neighborhood

Value for the money

Nightly room rate

Proximity to downtown

Ease of parking

Cost of parking

Proximity to the airport

Very Important Somewhat Important Not Very Important Not at all Important

For those considering a trip to New Orleans, safety was very important to almost all.

Affordability was very important to a larger percentage of these travelers than to those

who have visited New Orleans in the past. Almost all said that room rates and value

were important. For Kenner, convenience, including proximity to downtown and ease of

parking, are far more important than proximity to the airport.

31

Travel Activities

32

Most Important Factors in Choosing Activities for Leisure Trip

Q22. How important are each of the following factors when choosing the types of activities you do on a

leisure trip? [Base: All respondents, n=1137]

14%

10%

35%

75%

22%

22%

48%

35%

49%

21%

55%

53%

31%

40%

12%

3%

19%

20%

5%

13%

2%

0%

3%

4%

2%

3%

2%

1%

2%

2%

Exploring beyond the primarydestination

Meeting people who live in thedestination I am visiting

Having unique experiences

Being in a safe environment

Getting a feel for the surroundingareas when I am traveling

Visiting destinations thatexemplify the lifestyle of the

region

Very Important (4) Somewhat Important (3) Not too Important (2)

Not At All Important (1) Don’t Know/Rather not say (99)

When asked what is most important when choosing activities for a leisure trip, not surprisingly, respondents most

frequently agreed that it is “very important to be in a safe environment” (75%). One-third (35%) think it is very

important to have a “unique experience”, while one in five places high value on “getting a feel for the

surrounding areas (22%) and “visiting destinations that exemplify the lifestyle of the region (22%). Findings

suggest that “exploring” for its own sake and “meeting people” are not as important (unless, of course, they can

be marketed as safe, unique experiences!)

33

Activities Travelers Participated in During Most Recent Trip

Q7. Which of the following activities did you participate in on your most recent trip? Please select all that

apply. [Base: All respondents, n=1137]

ACTIVITIES Percentage Category

Experiencing local or regional cuisine 62% Culinary

Going to a fine dining restaurant 43% Culinary

Self-guided walking tour 42% Arts and Architecture

Visiting historic sites 38% Heritage and Education

Shopping for items made by locals 35% Arts and Architecture

Shopping (general) 35% Shopping

Participating in night life 34% Entertainment

Visiting heritage buildings/historical buildings 33% Arts and Architecture

Dining in ethnic restaurants 32% Culinary

Attending a live music performance (not classical) 29% Entertainment

Cuisine, culture and shopping for local products are among the top activities of

respondents in this study. Experiencing local cuisine doesn’t have to be “fine

dining, "in fact, 19% fewer respondents said they went to a fine restaurant as

compared to those who experienced local or regional cuisine.

34

Top 20 Activities Travelers Participated in During Most Recent Trip

Q7. Which of the following activities did you participate in on your most recent trip? Please select all that

apply. [Base: All respondents, n=1137]

Activities % Activity Type

Experiencing local or regional cuisine 62% Culinary

Going to a fine dining restaurant 43% Culinary

Self-guided walking tour 42% Arts and Architecture

Visiting historic sites 38% Heritage and Education

Shopping for items made by locals 35% Arts and Architecture

Shopping (general) 35% Shopping

Participating in night life 34% Entertainment

Visiting heritage buildings/historical buildings 33% Arts and Architecture

Dining in ethnic restaurants 32% Culinary

Attending a live music performance (not classical) 29%

Entertainment

Shopping in a mall 28% Shopping

Visiting art museums/galleries 27% Arts and Architecture

Exploring small towns 23% Arts and Architecture

Shopping at an outlet mall 23% Shopping

Visiting beaches/waterfronts 22% Sports and Recreation

Visiting history museums/centers 22% Heritage and Education

Visiting a local farmers market 22% Culinary

Sampling traditional local artisan products 21% Culinary

Attending an art/craft fair or festival 20% Arts and Architecture

Exploring urban neighborhoods 20% Arts and Architecture

When asked about their

most recent trip,

respondents placed

culinary and cultural

activities ahead of

shopping, recreation and

attending musical

performances. Levels of

participation in these

activities demonstrates

the potential of a

“restaurant row” in an

historic district such as

that being considered for

Rivertown.

35

Activities Travelers Participated in During Most Recent Trip – By Category

Q7. Which of the following activities did you participate in on your most recent trip? Please select all that apply. [Base: All respondents, n=1137]

Self-guided walking tour 42% Participating in night life 34%

Shopping for items made by locals 35%

Attending a live music performance (not classical) 29%

Visiting heritage buildings/historical buildings 33% Gambling 19%

Visiting art museums/galleries 27% Attending a music fair or festival 18%

Exploring small towns 23%

Attending the theatre/play/opera (live performance) 11%

Attending an art/craft fair or festival 20% Visiting theme or amusement parks 10%

Exploring urban neighborhoods 20% Attending shows: boat, car, home, etc. 6%

Visiting historic sites 38% Visiting “Hall of Fame” museum 6%

Visiting history museums/centers 22% Visiting planetariums 4%

Organized tour of local history or culture 12% Attending live classical music performance 4%

Visited natural history museums/centers 11% Attending a professional dance performance 3%

Visiting science museums/centers 9% Visiting beaches/waterfronts 22%

Visiting living history museums 8% Visiting state/national parks 17%

Visiting children’s museums 4% Attending or participated in sporting events 13%

Attended historical re-enactments 4% Participating in sports (golf, hiking, biking) 8%

Researching family history 4% Camped 3%

Experiencing local or regional cuisine 62% Shopping (general) 35%

Going to a fine dining restaurant 43% Shopping in a mall 28%

Dining in ethnic restaurants 32% Shopping at an outlet mall 23%

Visiting a local farmers market 22% Shopping at museum stores or art galleries 15%

Sampling traditional local artisan products 21% None of the above 6%

Attending a food/wine fair or festival 12%

Arts &

Architecture

Heritage

&

Education

Entertainment

Sports &

Recreation

Shopping Culinary

36

Importance of Activities in New Orleans – Among “High Impact” Group

Q5b. How important are the following activities when visiting New Orleans? [Base: Visited New Orleans in the Past OR Intend to visit in next 5 years AND Impact of Image on Overnight trip (Top 2 Box) [n=479]

72%

43%

33%

31%

23%

22%

13%

12%

9%

9%

8%

5%

25%

42%

48%

48%

48%

48%

32%

43%

40%

44%

22%

28%

2%

11%

14%

17%

24%

24%

36%

37%

34%

36%

33%

46%

2%

4%

5%

4%

5%

7%

19%

8%

17%

12%

38%

21%

Tasting Local Cuisine

Exploring historic neighborhoods

Live Music

Attending cultural, heritage fairs/festivals

Exploring the Mississippi River

Taking a tour focusing on local architecture

A variety of sports and outdoor recreationactivities

Exploring Lake Pontchartrain

The effects of Katrina and rebuilding efforts

Visiting adjacent towns

Riverboat gambling

Upscale Shopping

Very important Somewhat important Not very important Not at all important

We provided a rendering of the plan for Laketown and asked what impact it would have on their

decision to stay in Kenner. Among those most impacted by the plan, 72% said that local cuisine

was very important (versus 65% for the total sample). Historic neighborhoods are very important to

43% of the “high impact” group (versus 34% total.)

37

Awareness of Kenner

38

Other Cities Visited Within an Hour of New Orleans

Q11. Have you visited other cities within an hour’s drive of New Orleans?

[Base: If Visited New Orleans in the Past, n=918]

Visited other cities within an hour’s drive [n=328]

Yes 36%

No 64%

10.6%

2.6%

1.8%

1.8%

1.4%

1.3%

1.3%

1.2%

1.0%

0.9%

0.8%

4.1%

Baton Rouge

Biloxi, MS

Gulfport, MS

Slidell

Mandeville

Houma

Metairie

Covington

Lafayette

Kenner

Hammond

Other Cities Visited

Among past visitors to New Orleans, more than one-third (36%) visited other cities

within an hour of New Orleans; Baton Rouge was the city these travelers visited

most often (cited by 11%)

39

Other Places Visited Near New Orleans

Q12. Did your trip include visiting any of the following nearby places?

[Base: If Visited New Orleans in the Past, n=918]

35%

17%

12%

11%

6%

5%

3%

3%

1%

49%

Rivertown (Downtown Historic District)

Lake Pontchartrain

Metterie

Esplanade Mall

St. Bernard’s Parish

Treasure Chest Casino

The Pontchartrain Center

Planetarium and MegaDome Cinema

Laketown

None of the above

Metairie

When respondents were aided with the actual names of locations near New Orleans and

asked if they had visited them, it was determined more than half of the respondents who

have visited New Orleans have also visited at least one location in Kenner (58%).

However, it is uncertain to what extent visitors were previously aware that all of the listed

places except for Metarie and St. Bernard’s Parish are in Kenner.

40

Awareness and Perceptions of Kenner

Q13. Have you ever heard of Kenner, Louisiana? [Base: All respondents, n=1137]

Q14. What is first comes to mind when you think of Kenner? [Base: Have heard of Kenner, n=647]

Yes 61%

No 39%

14%

9%

3%

2%

2%

1%

1%

1%

1%

13%

10%

NOLA Airport/Louis Armstrong Airport/MSY

Town Close to New Orleans/Suburb of NewOrleans

Friends/Family live there

Casino/Gambling

Small town

Good food/Seafood

Crime/Dirty

Airplane crash

Britney Spears

Other

Don't know/Don't remember

Slightly more than three-fifths of respondents (61%) have heard of Kenner; however,

awareness is mostly limited to the airport and the proximity of the city to New Orleans.

41

Likelihood to Visit

42

Desired Amenities When Choosing a Destination

Q17. When considering a day trip or an overnight stay(s), as part of your vacation or business excursion,

how important are each of the following items? [Base: All respondents, n=1137]


22%

Boardwalk with dining, shopping,

23% Entertainment 19%

Marina 3%

Outdoor recreation

opportunities 8%

A restaurant district

25%

Travelers were asked about the important features for a destination they

would consider for an overnight stay. Waterfront dining and historic districts

are important to travelers, presenting an exciting opportunity for Rivertown

and Laketown redevelopment.

43

Likelihood to Stay Outside Major City

Q15a. How likely are you to stay in a town that is outside the major city where you are visiting?


Very likely 11%

Somewhat likely 46%

Not very likely 32%

Not at all likely 11%

More than half of travelers (57%) say they are either somewhat (46%) or very (11%)

likely to stay in a town that is outside the major city they are visiting.

This finding demonstrates the viability of “second tier” cities in attracting a portion of

the tourism market from tier one cities.

44

Likelihood to Stay Outside Major City – Likely to Visit New Orleans Next Year


[Base: Likely to visit New Orleans next year, n=663]

Very likely 13%

Somewhat likely 48%

Not very likely 30%

Not at all likely

9%

Among those who are likely to visit New Orleans next year, 13% say they are “very likely”

to stay outside of New Orleans when they visit; nearly half (48%) said they are

“somewhat likely”.

This would potentially provide Kenner with an opportunity to target a majority (61%) of

New Orleans-destined travelers with messages about the Kenner’s convenience and

affordability.

61% say they are either “very

likely” or “somewhat likely” to

stay outside of New Orleans

45

Likelihood to Stay Outside Major City


[Total: All respondents, n=1137]





11%

46%

32%

11%

24%

60%

14%

2%

16%

55%

25%

4%

11%

44%

34%

12%

Very likely

Somewhat likely

Not very likely

Not at all likely

Total Visit Kenner Impact of Image Visited NO 2 yrs

The renderings attract travelers who are

already predisposed to staying outside of

major city centers; 84% of those who

have visited Kenner would be

very/somewhat likely to stay outside of a

city center again.

Among those who reported that the

rendering impacted their likelihood to stay

in Kenner, 71% are very or somewhat

likely to stay outside a city center.

Among those who visited New Orleans

in the last two years…more than half

(55%) say they are very or somewhat

likely to stay outside a city center.

Very good news for Kenner!

46

Likelihood to Visit Kenner

Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner,

Louisiana?


Very Likely 11%

Somewhat Likely 25%

Neither Likely nor Unlikely

29%

Somewhat Unlikely

17%

Very Unlikely 18%

More than a third of travelers said they would be very or somewhat likely to visit

Kenner if they were planning to visit New Orleans, while 29% were neutral.

36%very or somewhat likely

to visit Kenner if planning to

visit New Orleans

47

Likelihood to Visit Kenner – Visited New Orleans in Part or Want to Visit


Louisiana?

[Base: Likely to Visit New Orleans Next Year, n=663]

Among those who are likely to visit New Orleans, one in five (20%) say that they are very likely

to visit Kenner; another 20% say they are somewhat likely. Some 28% are neutral to the idea

of visiting Kenner when planning a trip to New Orleans.

Very Likely 20%

Somewhat Likely 18%

Neither Likely nor Unlikely

28%

Somewhat Unlikely

24%

Very Unlikely 10%

48

Likelihood to Visit Kenner - Crosstab


Louisiana? [Base: All respondents, n=1137]





11%

25%

29%

17%

18%

17%

36%

31%

9%

8%

17%

38%

26%

13%

6%

12%

22%

25%

19%

22%

Very Likely

SomewhatLikely

Neither Likelynor Unlikely

SomewhatUnlikely

Very Unlikely

Total Visit Town Impact of Image Visited NO 2 yrs

Among those who reported that the rendering had an

impact, 55% said they were likely to visit Kenner if

they were planning to visit New Orleans (17% “very

likely” and 38% “somewhat likely”)

However, those who visited New Orleans within the

past two years were more likely to say that they are

very (22%) or somewhat (19%) unlikely to visit

Kenner if they were to visit New Orleans again

49

Impact of Laketown Plan

50

Laketown Plan

51

Impact of Kenner Plans

Q18a. What impact does the depiction of Kenner above have on your interest in visiting Kenner for a day

trip? [Base: All respondents, n=1137]

Significant impact

11%

Moderate impact

40%

Not much impact

29%

No impact at all

20%

More than half of the respondents (51%) said that the rendering presented made an

impact on their interest in visiting Kenner. 11% said it had a “significant” impact,

while 40% said it had a “moderate” impact.

52

Interest of Overnight Stay in Kenner

Q18b. What impact does the depiction of Kenner above have on your interest in visiting Kenner for an

overnight trip? [Base: All respondents, n=1137]

Significant impact

9%

Moderate impact

37%

Not much impact

31%

No impact at all

23%

Additionally, nearly half of the respondents (46%) said that the rendering

presented made an impact on their interest in visiting Kenner for an overnight

stay. 9% said it had a “significant” impact, while 37% said it had a “moderate”

impact.

53

Factors in Decision Regarding Where to Stay for a Business Trip

Q19. How important are each of the following elements in your decision on where to stay for a business

trip on a scale from 1 to 5, where 1= Not important at all and 5= Extremely important?[Base: Business

Travelers, n=553]

51%

42%

41%

34%

33%

26%

12%

31%

42%

36%

44%

35%

32%

24%

10%

11%

14%

15%

19%

22%

35%

3%

2%

4%

4%

5%

9%

17%

6%

3%

5%

3%

7%

11%

12%

Location closest to my meetings

Convenience

Price of hotels

Good restaurants

Cost of transportation to where Ineed to travel

Conveniently located conventioncenter

Entertainment

Extremely important (5) 4 3 2 Not important at all (1)

Mean Score (5=“extremely important”)

4.18

4.18

4.05

4.03

3.83

3.54

3.08

Not surprisingly, the top three factors of importance when determining where to stay for a

business trip are location, convenience and price. “Location closest to my meetings” was

rated as “extremely important” by 51% of respondents, “convenience” by 42% of respondents

and “price of hotels” by 41%

54

Likelihood to Visit New Orleans in the Next Year

Q20. How likely are you to visit New Orleans in the next year? [Base: All respondents, n=1137]

Very likely 31%

Somewhat likely 27%

Somewhat unlikely

21%

Not at all likely 21%

Nearly one-third of respondents (31%) say that they are “very likely” to visit New Orleans

within the next year, while an additional 27% say they are “somewhat likely” to visit

58% say they are either

“very” or “somewhat” likely

to visit New Orleans in the

next year

55

Likelihood to Visit New Orleans – Visited New Orleans in Past 2 Years

Q20. How likely are you to visit New Orleans in the next year?

[Base: Visited New Orleans in Past 2 Years, n=478]

Among all respondents, 58% reported that they are likely to visit New Orleans within the next

year, but for those who have visited New Orleans in the last 2 years, the likelihood to visit is

much higher, 85%. Repeat visitors to New Orleans are an attractive market for Kenner.

Very likely 63%

Somewhat likely 22%

Somewhat unlikely

9%

Not at all likely

6%

56

Voice of the Residents

57

Kenner Residents: Rivertown

Question: What types of features, or amenities, would you like to see developed in Rivertown? (You can use your imagination here. This

can be anything from restaurants and music venues, to an environmental learning center.)

Suggestions for Rivertown development most frequently included:

Upscale and better restaurants, bars, and specialty/boutique shopping (fewer, better

restaurants and shops)

Restoring, updating and publicizing the museums and children’s learning programs

Have more frequent events like weekend mini festivals, but keep costs low for families with

children

Leverage present entertainment and cultural offerings; add independent movie theater, live

plays and small clubs to feature local musicians, e.g. jazz clubs

A few residents identified the limited size of the area, lack of convenient interstate access,

safety (Esplanade in particular and adjacent neighborhoods, lack of adequate signage,

advertising of offerings and parking, and speed traps in Rivertown as barriers to development;

however, some noted that limited size makes it a good area for walking

Potential for beautification and leveraging Kenner’s nostalgic appeal (e.g., Indian Village) give

Kenner the potential to be a magnet for cultural events and festivals if there is adequate safe

parking and attractive shops/restaurants

58

Verbatim Comments from Kenner Residents: Rivertown

I would like great dining over the river.

Top end restaurants. Maybe a Drago’s, a couple of nice bars. Maybe a Broadway style

theatre.

General suggestions:

“Rivertown has been developed and redeveloped many times. Why hasn't any of this been

able to be sustained?”

“We need to review what other cities have done to sustain areas like Rivertown.”

More restaurants and some type of 'destination shopping' to really create a reason

to go there.

.

Out of state visitors like to see history as it was....like Indian

Village.. but these places need to be kept in good condition.

Remember, before the world's fair, Julia Street was considered to be skid row in

New Orleans. No one remembers that since then it was rehabilitated.

A nice daily or weekly seafood market, like in Westwego, would attract locals and

travelers alike. This would benefit other commercial establishments in the area.

59

Kenner Residents: Laketown

Question: What types of features, or amenities, would you like to see developed in Laketown? (You can use your imagination here.

This can be anything from restaurants and music venues, to an environmental learning center.)

Suggestions for Laketown development most frequently included:

Waterside attractions: marina/pier, water sports rentals, water/amusement park

Restaurants and bars

Outdoor music concert hall/amphitheater, recreational area, Boardwalk/walking path

Small activities at the Boat Launch (bands, food, etc.)

Leverage existing facilities:

“Better utilization of the Pontchartrain Center, something besides dance revues, proms,

and cheap craft sales. Improvements to the boat launch and Laketown. Monthly car/bike

shows would be nice.“

“More events at Treasure Chest. A better pier. More boat docks. An amphitheater for

outdoor concerts and events. NO MORE COMMERCIAL BUILDINGS.”

60

Kenner Residents: Laketown

It should be tasteful and appropriate. If it could be developed into restaurants with a feel

like the old West End fell this would be great especially since we now have Coconut

Beach next to the Pontchartrain Center.

Waterfront development modeled after other successful projects which include

residential, commercial and public space. Perfect site to expand recreational options

within the City of Kenner. Could include, skate parks, BMX tracks, etc... A outdoor live

music venue in this area would also be great. Survey Instrument

It could be a major seafood and entertainment hub outside the French Quarter. More and

better hotels. Buy out eyesore properties and then establish new improved things.

Bucktown is a great model for what Laketown could be. We now have Coconut Beach and

that's a good start. Stop letting people who rent the shelters play loud music. ENFORCE

THE NOISE ORDINANCES. My family stopped going to Laketown because of the

HORRIBLE language from the music that is played. I've talked to many others who feel the

same. It used to be a peaceful place and it has turned into an outdoor nightclub for some.

Build a protected outdoor area for entertainment, such as art shows...musical shows with

refreshments....such as small festivals have....outdoor events are great but rely on

weather......space could be even decorated and rented out for weddings and other events.

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