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Background • Coleraine Borough Council is currently implementing the ‘Portrush Regeneration Strategy Western Peninsula’ (PRS) document. As part of this process, the Council wished to undertake research to establish a robust set of key performance indicators to create a comprehensive and representative baseline with which to evaluate the vitality and vibrancy of Portrush. • The research will be used: • To measure progress and perceptions over time in implementing the Portrush Regeneration Strategy (PRS) alongside a series of other complementary key performance indicators. • To assess the town’s performance as a strategic tourism and leisure destination and to identify opportunities to enhance that function.
Background • The marketing research programme therefore constitutes a significant proportion of the baseline assessment and was designed to: • Establish a viable comprehensive baseline dataset reflecting visitors’ views and opinions on their immediate experiences and perceptions of Portrush. • Conduct face to face fieldwork at a peak period during the high tourism season. • Employ the appropriate methodology to ensure confidence in the resulting data trends over time. • The sample size and methodology should ensure the visitor population to Portrush is adequately represented.
Research Method • Fieldwork was carried out face to face at a series of pre agreed sampling points within Portrush town centre • The survey was administered using a questionnaire agreed in advance with the Council and based on previous surveys to ensure direct comparability • The achieved sample was 500 including 125 residents and 375 visitors • Interviewing took place between 7th July and 31st August 2013 • All interviewing was undertaken to the standards defined by the Market Research Society Code of Conduct and the Interviewer Quality Control Scheme
Executive Summary RESIDENTS • Over half (55%) of residents have lived in the area for more than 30 years with only 10% less than 5 years • 4 in 10 residents surveyed (38%) walked into town while half (50%) took their car • Shopping (38%) was the main reason for residents to be in town followed by leisure and recreation (22%) • Almost two thirds of residents (62%) visit the town at least 2-3 times a week with 33% visiting daily
Executive Summary VISITORS • Over half (51%) of visitors were from the over 45 age group – a drop from 62% in 2012 • The vast majority travelled to Portrush by car (79%) with just under 1 in 5 (19%) using public transport (train or bus) • Only 3% of those visitors surveyed were 1st time visitors • Almost two thirds of visitors (64%) come to Portrush at least twice a year and 82% at least once a year
Executive Summary VISITORS • Day trips accounted for 57% of visitors with 14% on a short break (3 nights or less) and 20% for a longer break (more than 3 nights) • Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or Self Catering unit • Most visitors (88%) were from Northern Ireland – a decrease from 95% in 2012 • Portrush is most associated by visitors as a place to spend time outdoors (62%)
Executive Summary VISITORS & RESIDENTS Likes and Dislikes • Beaches (45%) remain the thing people like most about Portrush followed by the sea and the scenery • The thing most disliked about Portrush is a perceived need to modernise the town centre (23%) which has replaced derelict buildings as the main issue in the past Attitudes to Portrush • 2013 has seen consistent increases in people’s attitudes to the town with at least nine out of ten respondents agreeing that it has great potential, is a great place to visit, and has a wide range of things to see and do • Against this 94% believe it needs to modernise, and 84% that it is a bit run down, however, this is counter balanced by the fact that 89% believe a lot of progress has been made over the past few years in this regard
Executive Summary VISITORS & RESIDENTS Rating of Portrush • The average rating of Portrush has increased substantially since the last survey with the natural environment, night life, welcome given to tourists and visitor information in particular performing very well • Other aspects such as cleanliness and personal safety have also seen an improvement Improvements • Shops, more quality accommodation, car parking and expanded harbour/marina facilities are the aspects that people believe would improve Portrush
Executive Summary VISITORS & RESIDENTS Recommending Portrush • 99% of respondents in 2013 would recommend Portrush as a place to visit compared to 91% in 2012 and 87% in 2011 • Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good restaurants (43%) would be the main influences on people recommending Portrush Awareness of Improvements • The number of people aware of the recent improvements now stands at 91% having risen from 73% in 2012 and 53% in 2010, with the East Strand and Arcadia the most mentioned • Almost all (99%) believe that these changes have improved Portrush
Visitor Survey Base = 375 Visitors How many of the following are with you today...
Visitor Survey Base = 375 Visitors How much did/will you spend as part of your trip on...
