Visitor Intercept Study 2011

1. Visitor Intercept Study 2011 Prepared for: Revised October 17, 2011 11-103

2. Table of Contents • Page Number • Background & Objectives2 • Methodology3 • Analysis Notes5 • Key Findings6 • Detailed Findings10 • Visitor Profile11 • Residence11 • Age, Income, Gender12 • Children in Party15 • Size/Composition of Party16 • Visit Profile17 • Overnight Stays17 • Planning to Visit Other Sites on This Trip18 • Previously Visited Tompkins County20 • Discovery Trail Influenced Out-of-Town Visitors to Come to Tompkins County21 • Visit To Tompkins County Connected with the Colleges22 • Awareness of the Discovery Trail23 • How Primarily Heard About Site23 • Visited Site in the Past25 • Heard of the Discovery Trail26 • Appendix27 • Interviewing Schedule/Completes28 • Questionnaire29

3. Background& Objectives • Background • The Discovery Trail partnership of the Cayuga Nature Center, Cornell Lab of Ornithology, Cornell Plantations, Herbert F. Johnson Museum of Art, Museum of the Earth at PRI, Sciencenter, The History Center in Tompkins County and Tompkins County Public Library began in 1999. The partnership maintains the Discovery Trail, a collaboration of educational organizations based in Ithaca, NY, formed to promote awareness and understanding of the connections among art, history, literature, science, and the natural world through educational programming and joint marketing. • Approximately every two years, beginning in 2004, the Discovery Trail has conducted a Visitor Survey in association with the Convention and Visitors Bureau and the Strategic Tourism Planning Board. In 2010, in lieu of the Visitor Survey, focus groups were conducted by WB&A Market Research to assess awareness and perceptions of the Discovery Trail among area residents. Now it is time to return to the tracking study to see if/what differences might be found compared to previous years’ research. • Objectives • The overall objective of the Visitor Survey is to better understand the make-up of Discovery Trail visitors, as well as gain a better understanding of the means to attract new visitors. Where possible, the results of the current project will be compared to previous years’ results to help demonstrate the impact of marketing strategies implemented over time.

4. Methodology • Methodology • As done in the past, the survey was conducted via in-person intercept interviews at each of the eight Discovery Trail locations. Every effort was made to conduct 60 interviews at each location (480 total), but, consistent with previous waves, this was not possible for two of the sites:

5. Methodology (continued) • Some of the specific details of this project were as follows: • A detailed interviewing schedule (see Appendix) was developed to ensure that surveys were conducted on different days of the week (with both weekday and weekend coverage) and at different times of the day. For the more challenging locations, additional shifts were added to help ensure meeting, or getting closer to, the desired quotas. • All surveys were conducted during the month of July. Mondays were avoided since many sites are closed on that day. No interviewing was conducted on July 4th. And Sundays were added to the schedule this year, but had not been used in previous waves of research. • The questionnaire from past waves of this project was used as a starting point in the designing of this year’s survey instrument. While efforts were made to keep the questions as similar as possible (for tracking purposes), it was agreed that certain modifications would help improve the quality of information collected. Caution should be used when drawing conclusions about differences found in this year’s data (relative to previous waves) for questions that have been changed in any way. • On average, the survey took approximately 4 minutes to complete. • For the two “other (specify)” questions, codes/groupings were created to allow those responses to be included in the analysis. However, there was not enough data to report results from the second of these questions (where overnight visitors stayed). For the question asking where visitors primarily heard of the site they were visiting, only the top mentions (2% or more, in total) are shown. • The report that follows summarizes the findings of this year’s research – more detailed results can be found in the cross-tabulations, found under separate cover.

6. Analysis Notes Standard Error • Because in research the entire population is typically not interviewed, but rather a sample of that population is surveyed, the data are subject to sampling error. A sample size of 426 will yield data with a maximum fluctuation of ±4.8 percentage points at the 95% confidence level. However, the actual standard error may be smaller, depending on the data being examined. Caution should be used when drawing conclusions about subgroups with smaller sample sizes, as the error is far greater. Standard errors are shown below for various study percentages and different sample sizes, at the 95% confidence level: Notes when reading this report: • Percentages may not add up to 100% due to rounding. • Percentages reported exclude those who refused or did not answer a particular question. • Significant differences at the 95% confidence level are shown through the use of letters. If there is a significant difference between two groups’ percentages (or means), there will be a letter next to the significantly higher group’s percentage (or mean). • Where possible, comparisons have been made to previous years’ data (collected by a different vendor, so accuracy could not be verified). In these instances, any modifications in questionnaire wording have been noted as these changes could impact the data and make these comparisons less reliable. • For analysis purposes, “mixed” parties (those with Tompkins County and outside residents) were combined with Tompkins County parties. Conversely, in previous years’ research, mixed groups were analyzed with non-Tompkins County respondents. This change was made because residents are believed to be highly influential over out-of-town guests’ decisions about what to do while in the area.

7. Key Findings • In 2011, WB&A Market Research was commissioned to conduct an intercept study among visitors to the eight Discovery Trail locations. In total, 426 interviews were conducted during the month of July – 60 at each of the sites, with the exception of Cayuga Nature Center (42) and The History Center (24). • Visitor Profile • The majority (59%) of the parties surveyed were either all from outside Tompkins County (43%) or made up of a mix of locals and non-locals (16%). • In 2008, it was reported that two-thirds (67%) had out-of-county members in their party. • About four out of ten (41%) parties surveyed were comprised of only Tompkins County residents. • Those visiting the Tompkins County Public Library or The History Center were more likely to be Tompkins County residents (93% and 75%, respectively) relative to visitors at other sites. • 2011 visitors surveyed were about 43 year-old, on average, and their average household income was nearly $75,000. • Non-Tompkins County visitors were slightly older (45 vs. 42 years-old, on average) and wealthier ($84K vs. $68K, on average) than local visitors. • Slightly older visitors were found at The History Center (49 years-old, on average) and Cornell Plantations (47 years-old, on average). • But these groups were very different from each other in terms of their average household income ($53K for The History Center visitors, $85K for Cornell Plantations visitors). Johnson Museum of Art ($83K), the Cayuga Nature Center and Sciencenter (both $79K) visitors also had higher household incomes, on average. • More than one-half of those surveyed were female (59% vs. 41% male). • Nearly one-half (45%) of those surveyed had children under the age of 18 in their group. • Those from outside the county were especially likely to be visiting the site with children (53% vs. 38% of local/mixed groups). • As might be expected, those visiting the Sciencenter (95%), Museum of the Earth (73%) and the Cayuga Nature Center (60%) were more likely to be visiting with children, while those surveyed at The History Center were least likely (4%).

8. Key Findings (continued) • Visitor Profile (continued) • Consistent with 2008 findings, the average party size across all sites was approximately two adults and one child. • The Sciencenter is most likely to have larger groups of children. • The Library continues to be more likely to have only one adult in the party. • The average number of adults in groups going to The History Center appears to have increased to two, on average (up from one adult per party reported in 2008). • Visit Profile • About one out of ten (9%) visitors with any non-Tompkins County residents in their party said they were planning to spend at least one night in the area during their visit. • Those from the “mixed” group were slightly more likely to spend the night in Tompkins County than those in groups only from outside the county (16% vs. 6%). • Johnson Museum of Art visitors are more likely than visitors at other sites to be spending at least one night in Tompkins County (20%). • Roughly four out of ten parties with out-of-town visitors said they plan to also visit Cornell Plantations (39%), Johnson Museum of Art (36%), Museum of the Earth (40%) and/or the Sciencenter (42%) during this trip to Tompkins County. • The greatest “overlap” for each of the locations is as follows: • Cornell Lab of Ornithology – 50% of these visitors said they will also visit Cornell Plantations on this trip. • Cayuga Nature Center – 39% said they will also visit Museum of the Earth, 35% said they will also visit the Sciencenter. • Cornell Plantations – 30% said they will also visit Johnson Museum of Art. • Johnson Museum of Art – 54% said they will also visit Cornell Plantations. • Museum of the Earth – 47% said they will also visit the Sciencenter. • Sciencenter – 33% said they will also visit Museum of the Earth.

9. Key Findings (continued) • Visit Profile (continued) • One-fourth (25%) of non-residents surveyed reported that this is their first trip to Tompkins County, while 75% have been here at some point in the past. • Cornell Plantations (43%) and the Johnson Museum of Art (38%) have the highest proportion of first-time visitors to the area. • Four out of ten (40%) visitors with any non-residents in their party said that the site where they were surveyed was influential in their (or their guests’) decision to come to Tompkins County. • By comparison, in 2008 it was reported that 31% of non-residents claimed that their visit to that site influenced their decision to visit Tompkins County. However, the information reported was specifically for those who had heard of the Discovery Trail, so this is not directly comparable. • Museum of the Earth (54%) and Sciencenter (59%) visitors are more likely than those at other sites to report that those sites attracted them to the area. • For about one-fourth (26%) of those surveyed overall, the visit to Tompkins County was connected with Cornell University in some way. • This was especially true for Cornell Plantations (46%) and Johnson Museum of Art (62%) out-of-town visitors. • On the other hand, connections with Ithaca College (6%) and TC3 (1%) were far less likely to draw people to Tompkins County. • Awareness of the Discovery Trail • By far, most (56%) visitors say they became aware of the site they visited on their own – either just from living, working, or going to school in the area (27%), having visited the site before (15%), driving by (12%), etc. • For those who do not live in the area, however, referrals (34%) are also a common source of awareness – primarily from friends/family (20%). • For Cayuga Nature Center visitors, print (21%) stood out relative to other sites as a means of learning about the location.

10. Key Findings (continued) • Awareness of the Discovery Trail (continued) • About one-fourth or more of local residents surveyed at other sites said they have never visited Cornell Lab of Ornithology (23%), Cayuga Nature Center (31%), Museum of the Earth (31%) and/or the Sciencenter (25%). And, about twice as many (61%) said they have never visited The History Center. • In total, roughly one-half (49%) of these visitors said they have heard of the Discovery trail, up from 39% reported in 2008. • Not surprisingly, this is much higher for those from the area (61%) than out-of-town visitors (32%). • The History Center visitors are most likely to be familiar with the Discovery Trail (79%, up from 40% in 2008). • Familiarity with the Discovery Trail is lowest among Johnson Museum of Art visitors (32%).

11. Detailed Findings 10

12. Visitor Profile • In 2011, about six out of ten (59%) visitors surveyed reported having out-of-county members in their party; more than four out of ten (43%) parties have only non-residents. • Meanwhile, about the same proportion (41%) of visiting groups are made up solely of locals. • In particular, the Tompkins County Public Library (93%) and The History Center (75%) are more likely to draw locals. In 2008, 67% of respondents had out-of-county members in their party. (n=426) 2008: Are any members of your party from out-of-town? 2011: Do you or does anyone in your party currently live in Tompkins County? * For analysis purposes, parties with any Tompkins County residents were combined into one group (From TC/Mixed). S1

13. Visitor Profile (continued) • On average, the visitors surveyed were about 43* years-old, and had a household income of nearly $75,000*. Slightly more females were surveyed relative to males (59% vs. 41%). • As shown on the next page, those surveyed from non-Tompkins County parties were slightly older (45 vs. 42 years-old) and wealthier ($84K vs. $68K) than local visitors. Mean* = 43.4 Mean* = $74.7K (n=422) (n=380) (n=426) * Responses were smaller ranges (see questionnaire in the Appendix); midpoints of those ranges were used in the calculation of the mean.

14. Visitor Profile (continued) Age(years) D1 Income D2 Mean* = (42.1) (45.2D) ($68.1K) ($84.4KD) n = (242) (180) (226) (154) Gender n = (243) (183) * Responses were smaller ranges (see questionnaire in the Appendix); midpoints of those ranges were used in the calculation of the mean.

15. Visitor Profile (continued) • Visitors surveyed at The History Center and Cornell Plantations were slightly older, on average (49 and 47 years old, respectively; roughly one-half were 55 years or older). • Interestingly, Cornell Plantations visitors were among the wealthiest, with a household income of about $85,000, on average, while The History Center visitors were among the least wealthy, with an average household income of less than $53,000 per year. * Responses were smaller ranges (see questionnaire in the Appendix); midpoints of those ranges were used in the calculation of the mean.

16. Visitor Profile (continued) Many (45%) had children under the age of 18 in their party, especially those from outside Tompkins County (53% vs. 38% of local/mixed visitors). Not surprisingly, visitors at the Sciencenter (95%), Museum of the Earth (73%) and the Cayuga Nature Center (60%) were more likely to have children in their party. Meanwhile, The History Center was least likely to draw groups with children (4%). n = (426) (243) (183) (60) (42) (60) (60) (60) (60) (60) (24) Q3

17. Visitor Profile (continued) • The Sciencenter is also most likely to have larger groups of children (mean of roughly 5 children, including an outlier of 131 children in one party). • Overall, there were 3.3 people per party – 1.2 children and 2.1 adults, on average. This is consistent with 2008 findings. • Also consistent with 2008 results, the average visiting “group” at the Library only has one (mean=1.3) adult, while all other sites on the Discovery Trail tend to have two adults in the group. Meanwhile, the size of The History Center party seems to be growing (up to two adults, on average – one adult per party reported in 2008). Children Adults 7.7DH 4.3D 3.4H 3.3BDEH 3.3 2.5 2.6 2.6H 2.5H 2.3H 1.8 n = (426) (243) (183) (60) (42) (60) (60) (60) (60) (60) (24) 2008: Including yourself, how many people in your group are from out-of-town? (# adults, # children) 2011: Including yourself, how many people in your group currently live in Tompkins County? (# adults, # children) Outside? (# adults, # children) Q3

18. Visit Profile • Just about one out of ten (9%) visitors were planning to stay at least one night while in the area. • Those who were part of the “mixed” group were more likely to be staying overnight than the non-Tompkins County visitors (16% vs. 6%). • Johnson Museum of Art visitors were more likely to be spending one or more nights in Tompkins County (20%). n = (244) (63) (181) (37) (28) (41) (46) (40) (42) (4) (6) CAUTION: Small bases Q8

19. Visit Profile (continued) • At each site, non-residents were asked which, if any, of the other sites they planned to visit (or had already visited) during this trip to the area. • At least one-third of those surveyed somewhere other than Cornell Plantations (39%), Johnson Museum of Art (36%), Museum of the Earth (40%) and/or the Sciencenter (42%) said they were planning to go to one or more of those locations as well during their current visit to the area. n = (197) (196) (197) (197) (196) (197) (181) (197) Q6B

20. Visit Profile (continued) • The greatest overlap between sites, based on non-residents’ reporting of their intentions for this current trip to Tompkins County, are highlighted below. • Roughly one-half (54%) of non-residents surveyed at the Johnson Museum of Art or Cornell Lab of Ornithology (50%) say they have also visited or plan to go to Cornell Plantations during this trip. • Nearly one-half (47%) of non-residents at the Museum of the Earth and more than one-third (35%) of non-residents at the Cayuga Nature Center claim that a trip to the Sciencenter is also planned for this trip. CAUTION: Small bases (and bases vary slightly for each location) Q6B

21. Visit Profile (continued) • For one-fourth (25%) of the non-residents surveyed, this was their first visit to Tompkins County; 75% are repeat visitors. • Cornell Plantations (43%), followed by Johnson Museum of Art (38%), tend to attract the most first-time visitors to the area. Last year or before Earlier this year First visit n = (198) (16) (182) (29) (22) (28) (37) (38) (36) (3) (5) CAUTION: Small bases Q3A

22. Visit Profile (continued) • Four out of ten (40%) visitors with non-residents in their party reported that the site they were visiting influenced them/their out-of-town guests to come to Tompkins County. • In 2008, it was reported that 31% of non-residents claimed the Discovery Trail location brought them to town. (NOTE: The data reported for 2008 on this measure were specifically among those who had heard of the Discovery Trail, so these results are not directly comparable.) • In particular, the Museum of the Earth (54%) and Sciencenter (59%) are sites that seem to pull people in from outside the county. n = (244) (62) (182) (37) (28) (40) (47) (41) (41) (4) (6) CAUTION: Small bases 2008: Did any of the above sites influence your decision to visit Ithaca/Tompkins County? 2011: Did any of the Discovery Trail sites I just listed, including this one where we are, influence (you/the out-of-town members of your group) to visit Tompkins County? Q7

23. Visit Profile (continued) • Overall, about one-fourth (26%) of non-residents said their visit to Tompkins County was for an event, program, college search visit or something else happening at Cornell University. • 6% of visitors in general came to the area because of something happening at Ithaca College. • 1% came because of a connection to TC3. • Cornell Plantations (46%) and Johnson Museum of Art (62%) visitors from out-of-town reported that some Cornell connection brought them into town. n = (246) (63) (183) (37) (28) (41) (47) (41) (42) (4) (6) CAUTION: Small bases Q7A

24. Awareness of the Discovery Trail • For those who live in the area, it is difficult to pinpoint a precise source of awareness about the site they were visiting (69% just know of it on their own – 38% from living, working or going to school here, 20% from having visited the site before and 10% from driving by, etc.). • Referrals (34%), however, are the leading source of information and knowledge for those who do not live in Tompkins County – primarily from friends/family (20%). Q4

25. Awareness of the Discovery Trail (continued) Those somewhat more likely to either just know about or happen upon the site they were visiting were at the Cornell Lab of Ornithology (62%), the Sciencenter (63%) or the Library (78%). Referrals, on the other hand, were a slightly more common source of awareness for visitors at Cornell Plantations (33%) and the Johnson Museum of Art (39%) relative to the other sites. Print marketing efforts were most often cited among Cayuga Nature Center visitors (21%) when asked how they primarily heard about that site. Q4

26. Awareness of the Discovery Trail (continued) • Those who live in Tompkins County were asked how long it has been since they visited the other Discovery Trail sites, if ever. • Roughly one-fourth or more of locals surveyed somewhere other than the Cornell Lab of Ornithology (23%), Cayuga Nature Center (31%), Museum of the Earth (31%) or the Sciencenter (25%) say that have never been to those locations. And, about twice as many (61%) say they have never visited The History Center. n = (196) (205) (195) (205) (206) (204) (172) (207) Q6A

27. Awareness of the Discovery Trail (continued) • In total, about one-half (49%) of those surveyed said they have heard of the Discovery Trail. • In 2008, 39% of all visitors had heard of the Discovery Trail. • This is higher among those from Tompkins County (61% vs. 32% for non-residents), as well as those who were surveyed at The History Center (79%, up from 40% in 2008). • Familiarity with the Discovery Trail is lowest among Johnson Museum of Art visitors (32%). n = (425) (242) (183) (59) (42) (60) (60) (60) (60) (60) (24) Q5

28. Appendix 27

29. Interviewing Schedule/Completes

30. Questionnaire

31. Questionnaire (continued)