Greater Zion Tourism Report for September 2020
- 1. Tourism Report - Sept. 1, 2020
- 2. Travel Spending (through 8/22) T O U R I S M E C O N O M I C S Week ending Aug. 22 was 44% below prior year
- 3. A D A R A U . S . D ATA Hotel Occupancy
- 4. A D A R A U . S . D ATA Hotel Booking Window
- 6. G R E AT E R Z I O N TRT YOY down 31% compared to 2019 Month Up/Down % Up/Down YOY Total Jan + $113k 31% $113k Feb - $1k -0.28% $112k Mar - $551k -57% -$439k Apr - $545k -70% -$984k May - $390k -42% -$1.37m June - $35k -3% -$1.4m
- 7. G R E AT E R Z I O N Lodging Month Occ 2019 Occ 2020 ADR 2019 ADR 2020 RevPar 2019 RevPar 2020 Jan 41.4% 41.8% $86.56 $85.41 $35.80 $35.73 Feb 50.8% 55.4% $105.55 $103.01 $53.58 $57.06 Mar 69.3% 41.5% $110.87 $94.73 $76.81 $39.33 Apr 71.0% 19.2% $114.88 $60.66 $81.57 $11.67 May 70.1% 43.7% $114.63 $75.99 $80.38 $33.17 June 69.6% 57.6% $104.99 $88.16 $73.11 $50.75 July 65.9% 64.0% $102.95 $99.80 $67.81 $63.91
- 8. G R E AT E R Z I O N Airport SGU Airport Passengers Jan Feb March April May June Total Passenger Count 25,992 24,700 16,951 2,930 4,885 7,088 % Change from Previous Year 7.05% -10.02% -45.14% -90.41% -80.8% n/a
- 9. G R E AT E R Z I O N Park Visitation J A N F E B M A R C H A P R I L M AY J U N E J U LY J A N F E B M A R C H A P R I L M AY J U N E J U LY • Sand Hollow State Park Revenue • August 2019: $260k • August 2020: $435k
- 10. G R E AT E R Z I O N CARES Updates • Springdale Shuttle • Zion Canyon Shuttle • Kolob Entrance • So. Campground
- 12. 0% 10% 20% 30% 40% 50% 60% 70% 80% EXPECTATIONS FOR THE CORONAVIRUS OUTBREAK (WAVES 1-25) Question: In the NEXT MONTH, how (if at all) do you expect the severity of the coronavirus situation in the United States to change? In the next month the coronavirus situation will ________ (Base: Waves 1-25. All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207 and 1,250 completed surveys.
- 13. NATIONAL ANXIETY MAP Friends & Family (health) National economy Personal(health) Personal (finances) % Concerned (10-6) 62.8% 69.0% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26 May 1-3 May 8-10 May 15- 17 May 22- 24 May 29- 31 June 5-7 June 12-14 June 19-21 June 26-28 July 3-5 July 10-12 July 17-19 July 24-26 Jly 31- Aug 2 Aug 7-9 Aug 14-16 Aug 21-23 Aug 28-30
- 14. 54.1% 40% 45% 50% 55% 60% 65% 70% 75% PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVES 1-25 COMPARISON) Question: At this moment, how safe would you feel doing each type of travel activity? % Somewhat unsafe or Very unsafe (AVERAGE SCORE FOR ALL ACTIVITES TESTED) (Base: Waves 1-25. All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207 and 1,250 completed surveys. Increasing Safety Concerns Decreasing Safety Concerns Relapse to Increasing Safety Concerns Decreasing Safety Concerns
- 15. 21.5% 22.7% 27.9% 28.3% 41.2% 48.0% 49.0% 51.8% 52.7% 54.7% 58.0% 58.8% 63.6% 64.0% 65.5% 65.9% 66.6% 67.9% 68.9% 69.4% 71.0% 72.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% Taking a road trip Non-team outdoor recreation Going shopping Visiting friends and relatives Staying in a hotel Dining in a restaurant Staying in an Airbnb or home rental Visiting an amusement park or other outdoor attractions Visiting a museum or other indoor attraction Traveling for business reasons Traveling in a taxi/Uber/Lyft Traveling on a commercial airline Sporting events - Small venue Train travel (intercity travel - e.g., AMTRAK) Traveling outside the United States Go to a casino Attending a performance Attending a conference or convention Traveling by bus or motor coach on a group tour Intercity bus travel Sporting events - Large venue Traveling on a cruise line PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVE 25) Question: At this moment, how safe would you feel doing each type of travel activity? (Base: Wave 25 data. All respondents, 1,250 completed surveys. Data collected Aug 28-30, 2020) Top 2-Box Score: Percent Selecting Each as Average Safety Rating: 54%
- 16. P A G E 4 1 Historical data 50.0% 53.0% 50.4% 48.1% 43.9% 45.8% 43.4% 48.8% 45.4% 50.0% 52.0% 47.3% 54.8% 50.0% 47.0% 49.6% 51.9% 56.1% 54.2% 56.6% 51.2% 54.6% 50.0% 48.0% 52.7% 45.2% 30% 35% 40% 45% 50% 55% 60% Ready to travel Not ready to travel 25.1% 20.1% 30.2% 13.6% 11.0% I need a lot more time to be ready to travel I need a little more time to be ready to travel I'm ready to travel, but feel some hesitation I'm ready to travel, with no hesitations I'm already traveling 0% 10% 20% 30% 40% TRAVEL STATE-OF-MIND Question: When it comes to getting back out and traveling again, which best describes your current state of mind? (Select one) (Base: Waves 12-13 and 15-25. All respondents, 1,257, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207 and 1,250 completed surveys.
- 17. (Base: Waves 25. All respondents, 1,250 completed surveys. Data collected Aug 28-30, 2020) UPCOMING TRAVEL PLANS Question: Even if only tentatively scheduled, in which months of this year do you currently plan to take any leisure trips? 1.9% 11.3% 14.1% 13.3% 15.4% 11.5% 9.6% 11.5% 10.5% 23.9% 23.5% 0% 5% 10% 15% 20% 25% 30% August September October November December January 2021 February 2021 March 2021 April 2021 Sometime later in 2021 (May- December) I have no plans to travel right now 2020 2021 of travelers will take a leisure trip in a given month 44% In normal times, 8.9% Last week 9.8% Last week 10.7% Last week
- 18. Historical data 53.1% 51.3% 51.2% 48.0% 48.2% 42.3% 41.8% 35.6% 44.0% 49.6% 46.0% 45.0% 39.7% 36.2%35.7% 34.2% 38.0% 29.9% 34.5% 32.4% 29.8% 35.9% 16.4% 20.7% 20.9% 23.1%24.0% 30.3%29.8% 31.2% 26.7%25.6% 28.1%28.2% 34.2% 38.0% 39.3% 41.4%40.0% 46.6% 42.9% 43.8% 47.2% 41.8% 0% 10% 20% 30% 40% 50% 60% Agree or Strongly agree Disagree or Strongly disagree Strongly agree, 13.1% Agree, 22.8% Neutral (neither agree nor disagree), 22.3% Disagree, 19.8% Strongly disagree, 22.0% EXPECTATIONS FOR TRAVELING IN THE FALL How much do you agree with the following statement? Statement: I expect that I will be traveling in the Fall of 2020. (Base: Waves 4-25. All respondents, 1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207 and 1,250 completed surveys.
- 19. (Base: Waves 1-25. All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207 and 1,250 completed surveys. Historical data 66.8% 75.2% 77.5% 77.1% 79.7% 76.7% 72.6% 73.9%73.3% 71.1%71.0% 73.1% 69.4% 70.2% 74.5%73.3% 76.1% 74.6% 76.3% 77.3% 76.9% 77.0% 73.9% 76.0% 72.8% 9.3%6.5% 4.3% 4.7%5.1%6.1% 7.0% 5.5% 8.7% 8.3%7.7% 7.9%11.3% 8.5% 8.8% 7.8% 5.6% 8.4% 6.5%5.7% 6.9%7.3% 7.6% 6.3% 8.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Agree or Strongly agree Disagree or Strongly disagree Strongly agree, 45.2% Agree, 27.6% Neutral (neither agree nor disagree), 18.7%Disagree, 4.7% Strongly disagree, 3.7% AVOIDING CONVENTIONS & CONFERENCES How much do you agree with the following statement? Statement: I will be unlikely to attend any conferences or conventions until the coronavirus situation is resolved.
- 20. TRAVEL LAST YEAR FOR THE FALL/WINTER HOLIDAYS VS. 2020 Question: Please tell us about your travel LAST YEAR (2019). On each of these holidays, did you take a trip (of at least 50 miles one-way from home)? Question: Will you be traveling for leisure over the Labor Day weekend/Thanksgiving Holiday/Christmas Holiday this year? (Base: Wave 25 data. All respondents, 1,250 completed surveys. Data collected Aug 28-30, 2020) 20.0% 15.8% 12.6% 35.0% 31.1% 25.6% 0% 10% 20% 30% 40% Christmas Thanksgiving Labor Day 2019 2020 (Base: Wave 23 data. All respondents, 1,202 completed surveys. Data collected Aug 14-16, 2020)
- 21. UPCOMING 2020 TRAVELERS: LEISURE TRIPS PLANNED FOR 2020 Question: IN THE REMAINDER OF 2020 (today to December 31), HOW MANY OF YOUR LEISURE TRIPS will likely include the following types of leisure destinations? (Base: Wave 25 data. Respondents with at least tentative plans to travel in 2020, 480 completed surveys. Data collected Aug 28-30, 2020) 26.2% 32.7% 44.3% 45.2% 59.3% 59.4% 59.4% 0% 20% 40% 60% 80% Desert destinations/resorts Theme or amusement parks Mountain destinations/resorts (including ski resorts) U.S. National Parks Small towns, villages or rural destinations/attractions Cities or metropolitan areas Beach destinations/resorts % Expecting to Visit Destination Type at Least Once
- 22. LEISURE TRAVEL AS A SPENDING PRIORITY Question: Thinking carefully about how you expect to spend your income in the NEXT 12 MONTHS, please use the scale below to describe your spending priorities in next year. 34.8% 34.4% 33.8% 30.9% 29.6% 39.9% 19.9% 22.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Winter 2018 Spring 2018 Fall 2018 Winter 2019 Summer 2019 Winter 2020 Summer 2020 RIGHT NOW Top 2-Box Score ("High priority" or "Extremely high priority")
- 23. Key Takeaways American travelers recorded another measured gain in Anxiety levels are generally on the decline and positivity towards travel is increasing Americans have demonstrated improvement in their state of mind around travel readiness. Fall travel expectations have thus improved Although sentiment is turning more positive, the pandemic is nevertheless still impacting travel at a high rate. Trips for the upcoming national Labor Day and Thanksgiving holidays currently look to be off by half compared to 2019 Americans traveling this year show particular enthusiasm for beach and mountain destinations
- 25. Digital Ads Reaching Travel Intenders+ • Campaign launched in SLC/Wasatch and Vegas markets • Ready to launch to additional drive audiences • Thru August • Pre-roll video, programmatic display and paid search S U M M E R S T R AT E G Y Find Your Space Message
- 26. G R E AT E R Z I O N Find Your Space
- 27. S U M M E R S T R AT E G Y Find Your Space Message
- 28. S U M M E R S T R AT E G Y Phase II Digital BANNER HEADLINES (draft) Elevate your passion (Hiking A) Reengage your passion (Hiking B) Recover a part of yourself. (Mt Biking A) Repair your sense of belonging. (Mt Biking B) Revive what drives you. (OHV A) Remedy your adventurous spirit. (OHV B) Reconnect with what feeds your soul. (Golf+ A) Come together once again. (Golf+ B) PAYOFF Find your space (Button)
- 29. $480k campaign • I-15 drive market from No. Utah to So. California • Out of Home • Connected TV • TripAdvisor • Programmatic Display/Pre-Roll • Facebook, Insta, etc. G R E AT E R Z I O N Fall Advertising Campaign
- 30. Billboards G R E AT E R Z I O N
- 31. Digital G R E AT E R Z I O N FA C E B O O K FA C E B O O K FA C E B O O K FA C E B O O K
- 32. Digital G R E AT E R Z I O N B A N N E R A D S B A N N E R A D S
- 33. Event Marketing
- 34. Meetings + Conventions EVENTS: Feast of the Tabernacles (1100 attendees) October 2-10 Church of God - Pre-Conf December 2020 Utah City Managers Fall Conference 2020 National Body Building Competition November 2020 Utah Valley University Fire Academy Jan 2021 Utah Association of Secondary School Principals Jan 2021 Utah Farm Bureau Jan 2021 MojiLife August 2021 IRONMAN W.C Banquet September 2021 BIDS: Jehovah’s Witness Summer 2021 Holistic Health Educators March 2021 North American Ministerial Council 2022 PTBA (Trail Builders) 2022 Church of God 2023 The Dixie Convention Center was just awarded an estimated amount of $596K through CARES funding to upgrade and create ‘Hybrid’ Meeting Rooms. Meetings + Conventions
- 35. Meetings + ConventionsSports & Events EVENTS: AFA Softball: August 26-30 (165 teams) 2020 SW Nationals: August 10 - 17 Big City Hoops: Labor Day Weekend (60 teams) Softball Masters: September (136 teams) Senior Softball: September (112 teams) Baseball Tournament: September (17 teams) Baseball Tournament: September (11 teams) Baseball Tournament: October (12 teams) Football Camp: October MTB Championship: October 2020 AJGA: October 2020 Lacrosse Tournament: November Holiday Hoops: December 29 - Jan 2 BIDS: Artistic Swimming: Spring 2022 Motocross Global Bike Launch: Spring 2022
- 36. Meetings + ConventionsOur Efforts 1. Co-Op Funding – Awarded $7200 for Meeting Planner Shows 2. One-on-One Sales Appointments at Shows this Fall/Winter including: -Connect Sports (virtual) -Connect Association -Connect West -Small Market Meetings -RCMA (religious conference management association) 3. Creating a sales kit including an updated meeting planner guide, photography, videos, destination descriptions etc. 4. Rescheduling a Meeting Planner FAM from June 2020 to June 2021.
- 37. Meetings + ConventionsInternational Marketing Co-op Funding: Germany-our contribution $5,000 with contributing partners Mighty Five and Tour Operator=$50,000 Awarded $50,000 from UOT $100,000 campaign Belgium-our contribution $5,000 and contributing partners Mighty Five and Tour Operators = $75,000 Awarded $75,000 from UOT UOT added an additional $20,000 $175,000 campaign Switzerland -our contribution $5,000 with contributing partners Mighty Five and Tour Operator = $50,000 Awarded $50,000 $100,000 campaign Australia/New Zealand-our contribution $5,000 with contributing partners Bryce, Vail Resorts and tour operator=$30,000 UOT awarded $30,000 $60,000 Campaign Awarded $225,000
- 38. G R E AT E R Z I O N Find Your Space Time apart has taught us In our social distance we found space Space to ponder Space to connect Space to imagine Space to heal In the emp7ness we found meaning In silence we found beauty In separa7on we’ve discovered there is so much more to find when we find our space