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2011 Concours d’Elegance and Motoring Festival Results

2011 Concours d’Elegance and Motoring Festival Results. Prepared by: John Salazar, Ph.D. University of South Carolina Beaufort January 16, 2012. Preliminary Executive Summary. 1205 completed surveys

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2011 Concours d’Elegance and Motoring Festival Results

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  1. 2011 Concoursd’Elegance and Motoring Festival Results Prepared by: John Salazar, Ph.D. University of South Carolina Beaufort January 16, 2012

  2. Preliminary Executive Summary • 1205 completed surveys • Almost 47% of the respondents were residents of the Lowcountry, while approximately 53% were considered visitors. • Most visitors stayed in hotels. • Visitors to Hilton Head Island had an average party size of 2.3ppl • 69% of all attendees came to the island for the event. • Of those answering the income items, approximately 75% had incomes above $75K.

  3. All Attendee Demographics

  4. Point of Origin and MSA Markets

  5. Zip Code Freq by Metropolitan Area 4,000 63 1

  6. Top 20 Ranking According to Zip Code Frequency

  7. Top 20 MSA’s According to %Share Comparison to Arbitron, Neilsen, and Scarborough *Hilton Head Island and Savannah MSA’s not included in the analyses

  8. Visitor Characteristics

  9. Average length of stay = 4 days

  10. Average party size = 2.3ppl

  11. Average lodging spend = $100 - $149.99

  12. Average restaurant spend = $75-$99.99

  13. Average retail spend = $50-74.99

  14. Average transportation spend = $25-29.99

  15. All Event Attendees

  16. Average event party size of 2.8ppl

  17. Social Media Usage

  18. Recommendations • Continue to execute collaborative marketing efforts with events that attract similar demographics. • Target Charleston, Atlanta, Spartanburg/Greenville, Columbia, and Charlotte. • Develop packages with restaurants and shopping venues. • Create social media photo spot. • Create a color coded map of the entire event.

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

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