CITY OF SCOTTSDALE
VISITOR INQUIRY STUDY
August 2014

Prepared for
City of Scottsdale

Prepared by
Behavior Research Center, Inc.
45 E. Monterey Way
Phoenix, Arizona 85012
(602) 258-4554

behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

TABLE OF CONTENTS

Page
INTRODUCTION

1

OVERVIEW

2

SUMMARY OF FINDINGS

9

SCOTTSDALE VISITATION PATTERNS

9

INQUIRER DEMOGRAPHICS

14

TRIP CHARACTERISTICS

16

LENGTH OF VISIT

16

TRIP PURPOSE

17

MODES OF TRANSPORTATION

17

TIMING OF VISIT

18

TRAVEL PARTY CONFIGURATION

19

ACCOMMODATIONS

20

TRIP SPENDING PATTERNS

21

TRAVEL TO OTHER DESTINATIONS

22

ACTIVITIES PARTICIPATED IN

23

EVALUATION OF SCOTTSDALE AS A VACATION DESTINATION

26

UTILIZATION OF SKY HARBOR AIRPORT

29

RECEIPT OF SCOTTSDALE CVB MATERIALS

30

CHANGES IN PLEASURE TRAVEL NEXT 12 MONTHS

32

APPENDIX
SURVEY QUESTIONNAIRE

33
34

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behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

LIST OF TABLES

Page
TABLE 1:

SCOTTSDALE VISITATION PATTERNS

10

TABLE 2:

REASONS FOR NOT PLANNING TO VISIT

11

TABLE 3:

REVISITS TO SCOTTSDALE

12

TABLE 4:

SCOTTSDALE TRIPS PAST THREE YEARS

13

TABLE 5:

INQUIRER DEMOGRAPHICS

15

TABLE 6:

LENGTH OF VISIT

16

TABLE 7:

TRIP PURPOSE

17

TABLE 8:

MODES OF TRANSPORTATION

17

TABLE 9:

DATE OF SCOTTSDALE VISITATION

18

TABLE 10: TRAVEL PARTY CONFIGURATION

19

TABLE 11: ACCOMMODATIONS

20

TABLE 12: TRIP SPENDING PATTERNS

21

TABLE 13: TRAVEL TO SPECIFIC DESTINATIONS – PAST 12 MONTHS

22

TABLE 14: ACTIVITIES PARTICIPATED IN

23

TABLE 15: ACTIVITIES PARTICIPATED IN – DETAIL

24

TABLE 16: EVENTS ATTENDED

25

TABLE 17: SCOTTSDALE COMPARED TO OTHER AREAS VISITED

26

TABLE 18: EVALUATION OF SCOTTSDALE TRANSPORTATION OPTIONS

27

TABLE 19: IMPORTANCE OF TRANSPORTATION OPTIONS

27

TABLE 20: VISITS TO DOWNTOWN SCOTTSDALE

28

TABLE 21: ARRIVAL VIA SKY HARBOR

29

TABLE 22: RECEIPT OF PRINTED MATERIAL

30

TABLE 23: USEFULNESS OF CVB MATERIALS

31

TABLE 24: CHANGES IN TRIP FREQUENCY

32

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behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

INTRODUCTION

This study was commissioned by the City of Scottsdale. The primary purpose of this effort
was to determine the travel patterns of individuals who contacted the Scottsdale Convention and
Visitors Bureau (SCVB) for Scottsdale tourism information. More specifically, this study focused
on the following key areas:
!
!
!
!
!
!
!

Travel to Scottsdale since contacting the SCVB
Characteristics of trips made to Scottsdale (length of stay, trip purpose, trip
timing, accommodations, travel mode, party configuration, trip spending)
Activities participated in while in Scottsdale
Evaluation of Scottsdale as a travel destination
Sources of travel information
Internet usage patterns
Inquirer demographics

This study represents the 17th annual Visitor Inquiry Study commissioned by the City in this
series. The information contained in this report is based on 660 in-depth interviews with
individuals who contacted the SCVB via either: 1) the call center, a business reply card (BRC) or
a reader service listing (RSL) or 2) the Bureau’s website. Those individuals who contacted the
SCVB via the call center, BRC or RSL were primarily interviewed via telephone survey (154
interviews), while those who made contact via the website were interviewed via a web-based
survey (506 interviews).
The sample for this study was segmented to include no less than 150 individuals who
contacted the SCVB over each of four specific time periods – April-June 2013, July-September
2013, October-December 2013, January-March 2014.
The telephone interviewing segment of this research was conducted by professional
interviewers of the Behavior Research Center during late July 2014 at the Center’s central
location Computer-Aided Telephone Interviewing facility, while the web-based interviewing
segment was conducted during August. Similar to each of the prior surveys, the final study data
was weighted to reflect the actual distribution of web and non-web based contacts with the SCVB.
The margin of error for this study is approximately +/-3.9 percent at a 95 percent confidence level.
The information generated from this study is presented in three sections. The first section,
Overview, offers the primary findings of the study in a brief summary format. The second section,
Summary Of Findings, reviews each study question in detail. The final section, Appendix,
contains a copy of the survey questionnaire.
The Behavior Research Center has presented all of the data germane to the basic research
objectives of this project. However, if the City of Scottsdale requires additional data retrieval or
interpretation, we stand ready to provide such input.
BEHAVIOR RESEARCH CENTER

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behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

OVERVIEW

KEY STUDY FINDINGS



The overall Scottsdale visitation reading (have visited/will visit) of 80 percent represents a
six-point decrease from last year’s reading of 86 percent and a 14-point decrease from 94
percent in 2012. The actual visitation reading of 46 percent represents a 20-point decrease
from 66 percent last year. Each of these readings continues the decline first noted last year
but still represents strong conversion ratios.



The typical Scottsdale visitor continues to be in their late 50s and very affluent, with a
median yearly income of $115,700.



The median length of stay by Scottsdale visitors is 5.4 nights – down slightly from 5.8 last
year.



The typical visitor travel party size is 2.8 persons, in line with 2.8 persons last year.



Sixty-five percent of visitors stayed in a hotel, motel or resort – up from 56 percent last year
and the highest overall hotel reading since 2007's 68 percent.



Average daily spending by overnight visitors increased to $400 from $359 last year.



Ninety-four percent of visitors continue to rate Scottsdale as an excellent (56%) or good
(38%) vacation destination, little changed from the past several years.



Inquirers indicate they will take +18 net more trips in the coming 12 months (down from +20
last year) with 32 percent indicating they will be taking more trips and only 14 percent fewer
trips.

2
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phone (602) 258-4554 • fax (602) 252-2729

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RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

SCOTTSDALE VISITATION PATTERNS (TABLES 1 - 4)

!

Forty-six percent of inquirers have visited Scottsdale since contacting the CVB, while an
additional 34 percent indicate they will visit in the next 12 months. This overall visitation
reading of 80 percent represents a decrease from last year’s reading of 86 percent and
2012's reading of 94 percent.

!

Fifty-four percent of past visitors indicate they will visit Scottsdale again in the next year –
in line with prior years.

!

Eighty-nine percent of all inquirers have visited Scottsdale at least once during the past
three years. Further, 37 percent of inquirers who visited during the study cycle have visited
three or more times over the past three years.

3
behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

INQUIRER DEMOGRAPHICS (TABLE 5)

!

Females account for 58 percent of inquiries – little changed from the past several years.

!

The typical inquirer continues to be in his/her late 50s (59.1 median age), with 63 percent
of all inquirers being 55 years old or older. The median age of inquirers has been relatively
stable over the last five years.

!

Scottsdale inquirers continue to be an affluent group with a median household income of
$97,400 – a figure which is down slightly from $103,900 in 2013. Individuals who have
visited the city reveal the highest median incomes ($115,700).

!

Thirty-five percent of inquiries come from the West, 28 percent from the Midwest,
20 percent from the Northeast and 17 percent from the South. These figures represent the
highest West reading in several years.

4
behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

TRIP CHARACTERISTICS (TABLES 6-12)
M

The typical visitor to Scottsdale spent 5.4 nights, with 58 percent staying five nights or more.
Each of these readings is down slightly from last year.

M

Thirty-five percent of inquirers who visited Scottsdale did so during the January to March
2014 period.

M

The typical travel party size among inquirers who have visited the city is 2.8 people, with
nearly one-half of all parties (47%) containing two individuals. These patterns reveal a party
size which is very similar to the patterns found in each of the previous studies.

M

Over six out of ten Scottsdale visitors (65%) stayed at either a luxury resort (34%), a fullservice hotel (24%) or a limited-service hotel or motel (7%). This overall hotel reading is
the highest recorded since 68 percent in 2007.

M

The typical overnight Scottsdale visitor party spent $400 per day while in Scottsdale (up
from $359), while the typical day tripper spent $185 (up from $100).

M

Seventy-three percent of visitors came to Scottsdale for pleasure while 11 percent came to
visit friends and relatives and seven percent came for business.

5
behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

TRAVEL TO OTHER DESTINATIONS (TABLE 13)
M

Thirty-four percent of all inquirers have visited Las Vegas in the past 12 months, while 32
percent have visited Florida. As in the past, travelers’ visitation patterns are tied closely to
the region in which they reside.

ACTIVITIES PARTICIPATED IN (TABLES 14-16)

!

As has been the case in prior years, dining (93%) and shopping (85%) are the most
frequently participated-in activities, followed by visiting downtown Scottsdale (80%) and day
trips (68%). The readings are relatively consistent with last year. These readings are very
consistent with last year except in the case of western culture and attractions which
decreased from 47 percent last year to 38 percent this year.

M

One-half of overnight visitors who attended events attended either a sports and recreation
event (56%) or an arts and culture event (51%), while 25 percent attended an automotive
event, 22 percent a golf event and 11 percent an equestrian event.

6
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phone (602) 258-4554 • fax (602) 252-2729

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RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

EVALUATION OF SCOTTSDALE AS A VACATION DESTINATION (TABLES 17-20)
M

Over nine out of ten inquirers who have visited Scottsdale (94%) continue to rate it as either
an excellent (56%) or good (38%) vacation destination compared to other areas they have
visited. In comparison, only five percent rate the city as just okay and one percent rate it
as poor. The excellent rating of 56 percent is little changed over the last several years.

M

When visitors are asked to evaluate Scottsdale’s transportation options such as cabs,
trolleys and buses, 55 percent are not sure. Eighty-two percent of visitors with an opinion
offer either an excellent (38%) or good (44%) ratings.

M

Twenty-seven percent of visitors indicate that having a variety of local transportation options
is very important in their decision to travel to a destination, while 37 percent say it is
somewhat important and 32 percent not important. These readings are consistent with
2013.

M

Ninety-two percent of visitors who ventured downtown found the directional signage
adequate.

UTILIZATION OF SKY HARBOR AIRPORT (TABLE 21)
M

Sixty-nine percent of visitors arrived in the metro area via Sky Harbor Airport and 71 percent
of these visitors found it very easy getting to Scottsdale from the airport. Only two visitors
found it difficult.

RECEIPT OF SCOTTSDALE CVB MATERIALS (TABLES 22-23)
M

Two out of three Scottsdale visitors (67%) indicate they received printed materials from the
Scottsdale CVB. This reading has remained relatively stable over the past few years but
is down from a high of 80 percent in 2005.

M

The materials the CVB distributes continue to be viewed positively by visitors, with 62
percent indicating they were very useful and 36 percent somewhat useful. Only two percent
of visitors indicate the materials were not useful.
7

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phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

CHANGES IN PLEASURE TRAVEL NEXT 12 MONTHS (TABLE 24)
M

When inquirers are asked how they thought their leisure travel patterns may change in the
next 12 months, 32 percent plan more trips while 14 percent plan fewer. The bulk of the
remaining inquirers (41%) indicate there will be no change in their patterns.

8
behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

SUMMARY OF FINDINGS

SCOTTSDALE VISITATION PATTERNS
Forty-six percent of inquirers have visited Scottsdale since contacting the CVB, while an
additional 34 percent indicate they will visit in the next 12 months. This overall visitation reading
of 80 percent represents a decrease from last year’s reading of 86 percent and 2012's reading
of 94 percent . Also note that the actual visitation reading of 46 percent is down from 66 percent
last year and 75 percent in 2012, and is in line with the 45 percent recorded in 2009.
The data also reveals several other interesting patterns:
M

Actual visitation by inquirers who contacted the CVB via the Bureau’s website reveals
a slightly higher reading (81%) than among those who contacted the CVB via other
means (75%).

M

Inquirers 35 to 54 (57%) reveal the highest actual visitation readings.

M

Actual visitation to Scottsdale increases with increased income.
consistent with previous findings.

M

Inquirers from each of the four regions record actual visitation readings which are down
from last year: West (48% vs. 69%); Northeast (47% vs. 67%); South (45% vs. 62%);
Midwest (46% vs. 62%).

9
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This pattern is

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RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
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TABLE 1: SCOTTSDALE VISITATION PATTERNS

“To begin, have you visited Scottsdale since requesting information?”
(IF NO) “Do you plan on visiting Scottsdale during the next 12
months?”
HAVE
VISITED
TOTAL -

2014
2013
2012
2011
2010
2009

46%
66
75
70
61
45

W ILL
VISIT
34%
20
19
21
23
31

TOTAL
80%
86
94
91
84
76

DETAIL: 2014
CONTACT MODE
Other1
Web

47%
46

28%
35

75%
81

GENDER
Male
Female

46
47

33
33

79
80

AGE
Under 35
35 to 54
55 or over

36
57
42

23
27
37

59
84
79

INCOME
Under $70,000
$70,000 to $99,999
$100,000 or over

35
41
55

34
43
29

69
84
84

REGION
West
South
Northeast
Midwest

48
47
45
46

30
33
30
36

78
80
75
82

1

BRC, Call Center, RSL

~~~~~~~~~~~~~~~

10
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phone (602) 258-4554 • fax (602) 252-2729

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Inquirers who had not visited since inquiring, and do not plan to visit, were asked why they
did not plan on visiting Scottsdale. Here we find the main reasons are that they simply decided
to go elsewhere (50%), had personal reasons (22%) or cannot afford (13%).

TABLE 2: REASONS FOR NOT PLANNING TO VISIT

(AMONG THOSE W HO HAVE NOT VISITED SINCE MAKING AN INQUIRY AND DO
NOT PLAN TO VISIT IN THE NEXT 12 MONTHS)

“Why don’t you plan on visiting Scottsdale in the next 12 months?”

2014
Decided to go elsewhere

50%

Other country
Florida
California
Washington
Nevada
Other Arizona
Texas
Pennsylvania
New York
Other states with 2 or less mentions
Personal reasons – no time, illness
Cannot afford – financial problems
Haven’t made a decision yet on where
to go
Too hot/cold
Been there in the past, want to try
something new
Doesn’t interest me
Just getting relocation info
Not sure
(Base)
~~~~~~~~~~~~~~~

phone (602) 258-4554 • fax (602) 252-2729

22
13
11
2
1
1
1
2
(134)

11
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10%
6
5
4
4
2
2
2
2
13

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RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
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Fifty-four percent of past visitors indicate they will visit Scottsdale again in the next year
which is in line with prior years. Visitors over 35, those from the Midwest and lower income
visitors reveal the greatest propensity to visit again.

TABLE 3: REVISITS TO SCOTTSDALE
(AMONG THOSE W HO HAVE VISITED
SINCE MAKING AN INQUIRY)

"Do you plan on visiting Scottsdale again in the next 12 months?"

% YES

TOTAL

-

2014
2013
2012
2011
2010

54%
54
56
55
55

DETAIL: 2014

CONTACT MODE
Other
Web

52%
55

GENDER
Male
Female

55
54

AGE
Under 35
35 to 54
55 or over

39
57
53

INCOME
Under $70,000
$70,000 to $99,999
$100,000 or over

68
60
51

REGION
West
Midwest
Northeast
South

53
67
43
53

~~~~~~~~~~~~~~~

12
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phone (602) 258-4554 • fax (602) 252-2729

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The study also reveals that 89 percent of all inquirers had visited Scottsdale at least once
during the past three years with the average visitor having made 2.8 trips – up slightly from last
year.
TABLE 4: SCOTTSDALE TRIPS
PAST THREE YEARS

“How many trips, if any, have you made to Scottsdale in the past
three years?”

TOTAL –
ALL INQUIRIES

One
Two
Three
Four or more
None

MEAN (among
those visiting)
~~~~~~~~~~~~~~~

2014

2013

2012

2011

2010

Have
Visited

Will
Visit

No Plan
to Visit

36%
27
12
14
11
100%

23%
34
14
19
10
100%

16%
35
18
26
5
100%

24%
39
15
17
5
100%

25%
35
15
17
8
100%

19%
44
15
22
0
100%

47%
15
14
13
11
100%

60%
16
3
0
21
100%

2.8

2.6

3.1

2.7

2.6

2.9

2.1

1.2

13
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VISITATIONS – 2014

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INQUIRER DEMOGRAPHICS
The socio-demographic characteristics of Scottsdale inquirers are detailed below.
GENDER
Females account for 58 percent of inquirers – little changed over the last five years.
AGE
The typical inquirer continues to be in his/her late 50s (59.1 median age), with 63 percent
of all inquirers being 55 years old or older. The median age of inquirers has increased from 56.0
to 59.1 over the past five years.
INCOME
Scottsdale inquirers continue to be an affluent group with a median household income of
$97,400, a figure which is in line with the $99,600 average recorded over the past five years.
Individuals who have visited the city continue to reveal the highest median incomes ($115,700).
REGION
Thirty-five percent of inquirers come from the West, 28 percent from the Midwest, 20
percent from the Northeast and 17 percent from the South. These figures represent the highest
West reading in several years.

14
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phone (602) 258-4554 • fax (602) 252-2729

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RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
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TABLE 5: INQUIRER DEMOGRAPHICS

TOTAL – ALL INQUIRERS

GENDER
Male
Female
AGE
Under 25
25 to 34
35 to 44
45 to 54
55 to 64
65 or over

MEDIAN AGE
INCOME
Under $40,000
$40,000 to $54,999
$55,000 to $69,999
$70,000 to $84,999
$85,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or over

MEDIAN INCOME (000)
REGION
West
Midwest
Northeast
South

VISITATION – 2014

2014

2013

2012

2011

2010

Have
Visited

Will
Visit

No Plan
To Visit

42%
58

100%

43%
57
100%

41%
59
100%

40%
60
100%

43%
57
100%

41%
59
100%

42%
58
100%

43%
57
100%

1%
4
11
21
33
30
100%

*%
4
12
24
35
25
100%

1%
4
10
24
33
28
100%

1%
4
13
28
35
19
100%

1%
4
13
29
34
19
100%

1%
3
14
25
34
23
100%

1%
3
7
19
34
36
100%

2%
7
10
16
29
36
100%

59.1

57.7

58.3

56.1

56.0

57.1

61.0

59.9

8%
8
15
10
11
23
12
13
100%

5%
6
10
14
12
29
13
11
100%

6%
10
12
13
12
25
12
10
100%

6%
8
10
14
10
25
13
14
100%

6%
11
12
10
14
26
12
9
100%

6%
7
11
8
10
24
17
17
100%

6%
7
20
13
13
24
8
9
100%

18%
14
15
8
8
18
11
8
100%

$97.4

$103.9

$96.3

$103.2

$97.6

$115.7

$89.4

$76.6

35%
28
20
17
100%

27%
31
20
22
100%

30%
32
20
18
100%

29%
29
22
20
100%

24%
35
20
21
100%

36%
28
19
17
100%

33%
29
22
16
100%

36%
27
16
21
100%

*Indicates % less than .5
~~~~~~~~~~~~~~~

15
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phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

TRIP CHARACTERISTICS
The trip characteristics of inquirers who visited Scottsdale since their contact with the CVB
or plan to visit in the next 12 months are described on the next several pages.
LENGTH OF VISIT
The typical visitor to Scottsdale spent 5.4 nights, with 58 percent staying five nights or more.
Each of these readings is down slightly from last year.

TABLE 6: LENGTH OF VISIT
(AMONG VISITORS)

“How many nights, in total, did you spend in Scottsdale on your trip?”

2014
Day trip
1 to 2
3 to 4
5 to 7
8 or over

MEDIAN
~~~~~~~~~~~~~~~

2013

phone (602) 258-4554 • fax (602) 252-2729

2011

2010

7%
11
24
38
20
100%

5%
8
26
41
20
100%

10%
8
22
41
19
100%

7%
4
20
48
21
100%

7%
9
24
40
20
100%

5.4

5.8

5.9

6.3

5.8

16
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2012

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TRIP PURPOSE
Pleasure or vacation, with a reading of 73 percent is by far and away the primary trip
purpose among visitors.
TABLE 7: TRIP PURPOSE
(AMONG VISITORS)
“Next, which one of the following categories best describes the
primary purpose of your visit to Scottsdale?”

Pleasure or vacation
Visit friends or relatives
Business meetings or conference
Attend a special event
Personal reasons such as health
Relocation

2014

2013

73%
11
7
5
3
1
100%

70%
13
9
6
1
1
100%

~~~~~~~~~~~~~~~

MODES OF TRANSPORTATION
The majority of visitors (63%) use a rental vehicle to get around during their visit while 26
percent use their personal vehicle.

TABLE 8: MODES OF TRANSPORTATION
(AMONG VISITORS)
“Which of the following modes of transportation did you use to get
around during your visit to Scottsdale?”
2014
A rental vehicle
Your personal vehicle
A family or friend’s vehicle
A trolley
Cabs
Buses

63%
26
7
6
6
5
113%*

*Total exceeds 100% due to multiple responses
~~~~~~~~~~~~~~~

17
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TIMING OF VISIT
Six out of ten inquirers (61%) who visited Scottsdale did so either during the January to
March 2014 period (35%) or the April to June 2014 period (26%). This combined January to June
figure represents an increase from the 54 percent recorded last year. Forty-four percent of
inquirers who plan to visit Scottsdale plan to do so by the end of 2014.

TABLE 9: DATE OF SCOTTSDALE VISITATION

“During which month and year (did you/will you) visit Scottsdale?”

(AMONG THOSE W HO HAVE VISITED)
MONTH/YEAR OF INQUIRY

MONTH/YEAR OF VISIT
Apr - Jun ‘13
Jul - Sept ‘13
Oct - Dec ‘13
Jan - Mar ‘14
Apr - Jun ‘14
Jul - Aug ‘14

TOTAL

Apr June ‘13

July Sept ‘13

Oct Dec ‘13

Jan Mar ‘14

7%
8
16
35
26
8
100%

23%
22
12
15
18
10
100%

0%
20
24
32
18
6
100%

0%
0
14
46
25
15
100%

0%
0
0
31
58
11
100%

(AMONG THOSE W HO PLAN TO VISIT)
MONTH/YEAR OF INQUIRY

MONTH/YEAR OF
PLANNED VISIT
Aug-Sep ‘14
Oct - Dec ‘14
Jan - Mar '15
Apr - Jun '15
Jul - Sep '15
Oct - Dec ‘15
Not sure

TOTAL

Apr June ‘13

July Sept ‘13

Oct Dec ‘13

Jan Mar ‘14

18%
25
35
11
4
3
4
100%

16%
22
37
9
10
2
4
100%

18%
24
36
12
2
4
4
100%

15%
26
31
17
2
5
4
100%

24%
28
36
8
1
1
2
100%

~~~~~~~~~~~~~~~

18
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TRAVEL PARTY CONFIGURATION
The typical travel party size among inquirers who have visited the city is 2.8 people, with
nearly one-half of all parties (47%) containing two individuals. These patterns reveal a party size
which is very similar to the patterns found in each of the previous studies. The data also reveals
that 49 percent of travel parties contained individuals between 50 and 64.

TABLE 10: TRAVEL PARTY CONFIGURATION
(AMONG VISITORS)
"Including yourself how many people in your traveling party were. . ."

PARTY SIZE
1
2
3 to 4
5 or more

MEAN

% OF PARTIES CONTAINING
PERSONS OF FOLLOWING AGES
5 or younger
6 to 17
18 to 34
35 to 49
50 to 64
65 or over
~~~~~~~~~~~~~~~

2014

2013

2012

2011

2010

14%
47
28
11
100%

12%
54
21
13
100%

11%
52
28
9
100%

8%
53
27
12
100%

11%
56
21
12
100%

2.8

2.7

2.9

3.0

2.7

13%
15
15
28
49
26

17%
10
13
24
49
26

10%
14
13
24
58
30

9%
11
12
28
50
20

7%
13
15
36
58
22

19
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ACCOMMODATIONS
Over six out of ten Scottsdale visitors (65%) stay at either a luxury resort (34%), a fullservice hotel (24%) or a limited-service hotel or motel (7%). This overall hotel reading is the
highest recorded since 2007's 68 percent.

TABLE 11: ACCOMMODATIONS
(AMONG VISITORS)

"During your visit to Scottsdale, did you stay in a..."

Luxury resort
Full-service hotel
Timeshare
Private home as a guest
Rental home, apartment, condo
Limited-service hotel or motel
Second home
Other

2014

2013

2012

2011

2010

34%
24
10
11
11
7
3
*
100%

29%
20
15
13
10
7
2
4
100%

28%
21
18
9
10
9
2
3
100%

31%
19
17
10
12
9
2
*
100%

29%
21
20
9
9
9
2
1
100%

*Indicates % less than .5
~~~~~~~~~~~~~~~

20
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TRIP SPENDING PATTERNS
The typical overnight Scottsdale visitor party spent $400 per day while in Scottsdale, which
is up from last year’s figure of $359. Also notable is that 39 percent of all overnight visitors spent
$500 or more per party per day. Average daily spending by day trippers was $185, up from $100
last year.
TABLE 12: TRIP SPENDING PATTERNS
(AMONG OVERNIGHT VISITORS)

"Now I'd like to get some idea of your spending patterns while you
were in Scottsdale. Thinking about a typical day during your visit,
on average, how much did you and your travel party spend each
day on the following items? When responding, please include the
combined spending for all members of your travel party."

Under $100
$100 to $199
$200 to $299
$300 to $399
$400 to $499
$500 to $749
$750 or over

19%
11
12
8
11
16
23
100%

MEDIAN DAILY SPENDING PER PARTY/PER DAY
– 2014
– 2013
– 2012
– 2011
– 2010

$400
359
400
355
430

~~~~~~~~~~~~~~~

21
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TRAVEL TO OTHER DESTINATIONS
Thirty-four percent of all inquirers have visited Las Vegas in the past 12 months, while 32
percent have visited Florida. As in the past, travelers’ visitation patterns are tied closely to the
region in which they reside.

TABLE 13: TRAVEL TO SPECIFIC
DESTINATIONS – PAST 12 MONTHS
(AMONG ALL INQUIRERS)
"Next, have you made pleasure or vacation trips to any of the
following travel destinations in the past 12 months?"

TOTAL

Las Vegas
Florida
Los Angeles
Chicago
San Diego
Taken a cruise
Tucson
Colorado
Palm Springs
Mexico
Hawaii
Texas

REGION – 2014

2014

2013

2012

2011

2010

West

Midwest

South

Northeast

34%
32
22
22
19
19
17
17
16
16
15
14

30%
34
19
17
17
15
17
12
16
12
13
15

NA
33
NA
NA
20
14
NA
18
14
14
13
15

NA
34
NA
NA
16
14
NA
NA
13
12
9
12

NA
36%
NA
NA
17
15
NA
NA
11
18
NA
15

44%
14
42
11
37
15
23
27
28
20
21
11

29%
34
11
49
5
17
20
15
2
18
7
15

21%
47
7
20
6
27
11
21
4
4
8
32

29%
46
20
19
16
17
14
14
15
15
13
16

NA = Not Asked

~~~~~~~~~~~~~~~

22
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ACTIVITIES PARTICIPATED IN
Overnight Scottsdale visitors were asked to indicate if they participated in each of 17
specific activities during their visit. As has been the case in prior years, dining (93%) and
shopping (85%) are the most frequently participated in activities, followed by visits to downtown
Scottsdale (80%) and day trips (68%). These readings are very consistent with last year except
in the case of western culture and attractions which decreased from 47 percent last year to 38
percent this year.

TABLE 14: ACTIVITIES PARTICIPATED IN
(AMONG OVERNIGHT VISITORS)

"During your most recent visit to Scottsdale, did you
participate in any of the following activities?"

Dining
Shopping
Visit downtown Scottsdale
Day trips to other locations in
Arizona
Outdoor desert activities
Native American arts and culture
Art galleries
Western culture and attractions
Museums
Nightlife
Events
Overnight trips to other locations
in Arizona
Spa/rejuvenation
Golf
Gaming entertainment
Children’s activities
Performing arts

2014

2013

2012

2011

2010

93%
85
80

96%
86
84

95%
87
83

95%
89
NA

96%
90
NA

68
46
40
40
38
38
33
32

70
43
42
41
47
39
30
35

71
38
42
38
46
38
31
14

66
38
43
39
44
41
36
NA

71
41
49
NA
50
NA
35
NA

27
24
20
16
14
10

26
18
21
19
11
14

30
23
23
22
14
15

30
26
29
NA
10
14

29
27
29
NA
10
NA

NA = Not Asked

~~~~~~~~~~~~~~~

23
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On the following table it may be seen that participation differs greatly by visitor demographics.

TABLE 15: ACTIVITIES PARTICIPATED IN – DETAIL

GENDER

TOTAL
Dining
Shopping
Visit downtown Scottsdale
Day trips
Outdoor desert activities
Native American arts/culture
Art galleries
Western culture and attractions
Museums
Nightlife
Events
Overnight trips
Spa/rejuvenation
Golf
Gaming entertainment
Children’s activities
Performing arts

93%
85
80
68
46
40
40
38
38
33
32
27
24
20
16
14
10

AGE

Under
Male Female 35
92%
83
76
69
48
38
29
38
36
34
31
25
17
26
21
9
10

94%
88
83
68
46
42
46
38
40
33
33
29
29
17
13
18
11

81%
79
92
56
31
57
30
43
40
19
16
13
41
12
8
31
0

INCOME

35 to
54

55 or
Over

93%
88
78
64
56
33
35
32
29
34
34
27
32
23
16
20
6

94%
84
81
72
41
44
45
43
44
34
32
29
15
18
17
8
14

$70K $100K
Under
to
or
$70K $99.9K Over
96%
98
78
84
55
44
31
49
39
28
30
28
17
11
32
13
16

90%
78
79
65
46
37
30
33
39
41
25
22
14
15
14
11
13

93%
84
81
62
53
36
42
33
36
35
32
24
33
28
11
15
7

~~~~~~~~~~~~~~~

24
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One-half of overnight visitors who attended events attended either a sports and recreation
event (56%) or an arts and culture event (51%). This year’s readings are little changed from
2013's readings.
TABLE 16: EVENTS ATTENDED
(AMONG OVERNIGHT VISITORS ATTENDING EVENTS)

"Did you attend any of the following types of events while
you were in Scottsdale?”
% YES
2014
Sports and recreation events
Arts and culture events
Automotive events
Golf events
Equestrian events
~~~~~~~~~~~~~~~

56%
51
25
22
11

25
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55%
51
25
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EVALUATION OF SCOTTSDALE AS A VACATION DESTINATION
Over nine out of ten inquirers who have visited Scottsdale (94%) continue to rate it as either
an excellent (56%) or good (38%) vacation destination compared to other areas they have visited.
In comparison, only five percent rate the city as just okay and one percent rate it as poor. The
excellent rating of 56 percent is little changed over the last several years. Also note that visitors
under 35 offer the highest poor reading (13%).
The main reasons that visitors offer only a just okay or poor rating are: limited tourist
attractions/activities (7 responses) and lack of big city feel (3). No other comments received more
than one response.
TABLE 17: SCOTTSDALE COMPARED TO
OTHER AREAS VISITED
(AMONG VISITORS)
“Next, overall how would you rate Scottsdale as a vacation
destination compared to other areas you visit – excellent, good,
just ok or poor?”
Excellent
TOTAL - 2014
- 2013
- 2012
- 2011
- 2010

Good

56%
57
57
58
58

38%
38
39
38
35

Just
Ok
5%
4
4
4
6

Poor
1%
1
*
0
1

DETAIL: 2014
GENDER
Male
Female

57%
56

37%
39

6%
4

AGE
Under 35
35 to 54
55 or over

60
59
54

27
35
42

0
6
4

13
0
0

INCOME
Under $70,000
$70,000 to $99,999
$100,000 or over

71
51
59

28
47
34

2
2
6

0
0
1

0%
1

*Indicates % less than .5.
~~~~~~~~~~~~~~~

26
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In a related question, when visitors are asked to evaluate Scottsdale’s transportation
options such as cabs, trolleys and buses, 55 percent are not sure. Eighty-two percent of visitors
with an opinion offer either an excellent (38%) or good (44%) rating – virtually unchanged from
last year.
TABLE 18: EVALUATION OF
SCOTTSDALE TRANSPORTATION OPTIONS
(AMONG VISITORS)

“Overall, would you rate the transportation options such as cabs, trolleys
and buses available in Scottsdale as excellent, good, just ok or poor?”

All Visitors
2014
2013
Excellent
Good
Just ok
Poor
Not sure

17%
20
6
2
55
100%

Visitors With Opinion
2014
2013

15%
17
6
2
60
100%

38%
44
14
4
NA
100%

37%
44
14
5
NA
100%

~~~~~~~~~~~~~~~

Twenty-seven percent of visitors indicate that having a variety of local transportation options
is very important in their decision to travel to a destination, while 37 percent say it is somewhat
important and 32 percent not important. Again, these readings are consistent with 2013.

TABLE 19: IMPORTANCE OF TRANSPORTATION OPTIONS
(AMONG VISITORS)

“How important are having a variety of local transportation
options in your decision to travel to a destination – very
important, somewhat important or not important?”
2014
Very important
Somewhat important
Not important
Not sure

27%
37
32
4
100%

2013
22%
39
35
4
100%

~~~~~~~~~~~~~~~

27
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Finally in this section, we find that 92 percent of visitors who ventured downtown found the
directional signage adequate.

TABLE 20: VISITS TO DOWNTOWN SCOTTSDALE
(AMONG VISITORS)

“Did you visit downtown Scottsdale during your most recent
visit?”
Yes
No

81%
19
100%
(IF YES)

“Was there adequate signage in downtown Scottsdale to aid
you in getting to where you wanted to go?”

Yes
No

92%
8
100%

~~~~~~~~~~~~~~~

28
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UTILIZATION OF SKY HARBOR AIRPORT
Sixty-nine percent of visitors arrived in the metro area via Sky Harbor Airport and 71 percent
of these visitors found it very easy getting to Scottsdale from the airport. Only two visitors found
it difficult and they felt having a rental car facility in Scottsdale (1 response) or less
construction/better airport exit signage (1 response) would have reduced the difficulty.

TABLE 21: ARRIVAL VIA SKY HARBOR
(AMONG VISITORS)

“During your most recent visit to Scottsdale, did you arrive
in the metro area via Sky Harbor International Airport in
Phoenix?”
Yes
No

69%
31
100%
(IF YES)

“Did you find it very easy, fairly easy or difficult getting to
Scottsdale from the airport?”

Very easy
Fairly easy
Difficult

71%
28
1
100%

~~~~~~~~~~~~~~~

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RECEIPT OF SCOTTSDALE CVB MATERIALS
Two out of three Scottsdale visitors (67%) continue to indicate they received printed
materials from the Scottsdale CVB. This reading has remained relatively stable over the past few
years but is down from a high of 80 percent in 2005. Also note that only 41 percent of younger
visitors requested printed materials, down from 82 percent in 2010.

TABLE 22: RECEIPT OF PRINTED MATERIAL

“When planning your trip to Scottsdale, did you receive printed
materials from the Scottsdale Convention and Visitors Bureau?”

% YES
2014

2013

2012

2011

2010

TOTAL

67%

65%

68%

64%

67%

GENDER
Male
Female

66
67

69
63

70
67

60
68

63
70

AGE
Under 35
35 to 54
55 or over

41
69
68

48
61
69

57
69
69

71
63
65

82
71
63

30
63
66

63
67
58

68
73
67

63
73
62

65
65
71

INCOME
Under $70,000
$70,000 to $99,999
$100,000 or over
~~~~~~~~~~~~~~~

30
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The materials the CVB distributes continue to be viewed positively by visitors, with 62
percent indicating they were very useful and 36 percent somewhat useful. Only two percent of
visitors indicate the materials were not useful. The very useful reading is little changed from last
year.
TABLE 23: USEFULNESS OF CVB MATERIALS
(AMONG THOSE RECEIVING MATERIALS)

“Did you find the material you received from the Scottsdale
Convention and Visitors Bureau very useful, somewhat useful
or not very useful?”
Very
Useful
TOTAL - 2014
- 2013
- 2012
- 2011
- 2010

62%
61
64
55
59

Somewhat
Useful
36%
37
34
41
39

Not Very
Useful
2%
2
2
4
2

DETAIL: 2014
GENDER
Male
Female

61%
64

38%
34

1%
2

AGE
Under 35
35 to 54
55 or over

72
52
68

28
43
31

0
5
1

77
47
62

23
53
35

0
0
3

INCOME
Under $70,000
$70,000 to $99,999
$100,000 or over
~~~~~~~~~~~~~~~

31
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CHANGES IN PLEASURE TRAVEL NEXT 12 MONTHS
Inquirers were asked how they thought their leisure travel patterns may change in the next
12 months in terms of number of trips. As may be seen, 32 percent of inquirers plan more trips
while 14 percent plan fewer. The bulk of the remaining inquirers (41%) indicate there will be no
change in their patterns. Inquirers 35 or over or who make $100,000 annually, reveal more trips
in the future than their counterparts.

TABLE 24: CHANGES IN TRIP FREQUENCY

“In the next 12 months do you plan on taking more or fewer pleasure
trips than you did in the previous 12 months?”

TOTAL – 2014
– 2013
– 2012
– 2011
– 2010

More

Fewer

No
Change

32%
32
31
30
26

14%
12
16
12
13

41%
43
41
48
49

Not
Sure

NET
MORE*

13%
13
12
10
12

+18
+20
+15
+18
+13

DETAIL: 2014
GENDER
Male
Female

32%
31

13%
15

46%
39

9%
15

+19
+16

AGE
Under 35
35 to 54
55 or over

32
35
30

20
14
13

38
39
43

10
12
14

+12
+21
+17

INCOME
Under $70,000
$70,000 to $99,999
$100,000 or over

28
27
40

18
17
11

39
40
41

16
16
8

+10
+10
+29

* More minus fewer
~~~~~~~~~~~~~~~

32
behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

APPENDIX

SURVEY QUESTIONNAIRE

33
behavior research center, inc.
phone (602) 258-4554 • fax (602) 252-2729

2014053\RPT Scottsdale Visitor Inquiry Survey - 2014.wpd

RESEARCH IN PUBLIC OPINION, PUBLIC POLICY & CONSUMER BEHAVIOR
p.o. box 13178 • phoenix, arizona 85002 • www.brc-research.com

BEHAVIOR RESEARCH CENTER, INC.
45 East Monterey Way
Phoenix, AZ 85012
(602) 258-4554

JOB ID

2014053

Telephone Version

Hello, may I speak to (SPECIFIC PERSON LISTED) please?
(WHEN PERSON ON LINE, CONTINUE — IF NOT AVAILABLE, ARRANGE CALLBACK)
Hello (PERSON'S NAME) my name is
and I'm calling on behalf of the Scottsdale, Arizona Convention
and Visitor’s Bureau. Sometime back you contacted the Scottsdale Convention and Visitor’s Bureau for information
on our area or filled out a form requesting information on our area and I'd like to talk with you for just a few moments.

1.

To begin, have you visited Scottsdale since requesting information?

(GO TO Q2) Yes...1
(GO TO Q1a) No...2

1a.

Do you plan on visiting Scottsdale during the next 12 months?

(GO TO Q2) Yes...1
(GO TO Q1b) No...2

1b.

Why don’t you plan on visiting Scottsdale in the next 12 months?

1c.

(IF SAYS, “DECIDED TO GO ELSEWHERE”, ASK): Where do you plan on going?

(GO TO Q18)
2.

During which month and year (did you/will you) visit Scottsdale?

Month /
Year / / /

/
/

/
/

/

/

IF VISITED SCOTTSDALE (Q1=1) GO TO Q3; OTHERWISE GO TO Q15
3.

How many nights, in total, did you spend in Scottsdale on your trip?
(CODE 998 IF DAY TRIP) (CODE 999 IF REFUSED)

NIGHTS: /

/

IF Q3 = 998 GO TO Q5; OTHERWISE GO TO Q4
4.

During your visit to Scottsdale did you stay in a...
(READ EACH)

5.

Including yourself, how many people in your traveling party were...
(READ EACH)

2014053\QUE Scottsdale Visitor - Telephone Version.wpd
**FINAL**
Copyright © 2014. All rights reserved. For information: Behavior Research Center (602) 258-4554.

A luxury resort...1
A full-service hotel...2
A limited-service hotel or motel...3
A timeshare...4
A private home as a guest...5
A home that you own...6
Or a rental home, apt or condo...7
(DO NOT READ)
Other (SPECIFY)
Not sure...9
5 or younger:
6 to 17:
18 to 34:
35 to 49:
50 to 64:
65 or over:
(DO NOT READ) TOTAL:

08/27/14 1:00pm page: 34

6.

Next, which one of the following categories best describes the
primary purpose of your visit to Scottsdale? (READ EACH)

Pleasure or vacation...1
Visit friends or relatives...2
Personal reasons such as health...3
Business meetings or conference...4
Attend a special event...5
Some other reason (SPECIFY)

7.

Which of the following modes of transportation did you use to get
around during your visit to Scottsdale? (READ EACH – MARK
ALL MENTIONED)

Your personal vehicle...1
A rental vehicle...2
A trolley...3
Cabs...4
Buses...5
A family or friend’s vehicle..6

8.

Overall, would you rate the transportation options such as cabs,
trolleys and buses available in Scottsdale as excellent, good,
just ok or poor?

Excellent...1
Good...2
Just ok...3
Poor...4
Not sure...5

9.

Did you visit downtown Scottsdale during your most recent visit?

(GO TO 9a) Yes...1
(GO TO Q10) No...2

9a. Was there adequate signage in downtown Scottsdale to aid
you in getting to where you wanted to go?

Yes...1
No...2

10.

During your most recent visit to Scottsdale did you arrive in the
metro area via Sky Harbor International Airport in Phoenix?
10a. Did you find it very easy, fairly easy or difficult getting to
Scottsdale from the airport?

(GO TO Q10a)
(GO TO Q11

(GO TO Q11)
(GO TO Q10b)

Yes...1
No...2

Very easy...1
Fairly easy..2
Difficult...3

10b. What do you feel could be done to reduce the difficulty?

11.

During your most recent visit to Scottsdale, did you participate in any of the
following activities? (ROTATE ALL EXCEPT Q )
A.
B.
C.
D.
E.
F.
G.
H.
I.
J.
K.
L.
M.
N.
O.
P.
Q.

Golf . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Spa/rejuvenation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Art galleries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Museums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Performing arts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Native American arts and culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Western culture and attractions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Gaming entertainment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Outdoor desert activities such as horseback riding and hiking . . . . . . . . . . . . . . . . . .
Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Dining . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Nightlife . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Children’s activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Visit downtown Scottsdale also known as Old Town . . . . . . . . . . . . . . . . . . . . . . . . . .
Day trips to other locations in Arizona . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Overnight trips to other locations in Arizona . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Yes

No

Not
Sure

1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1

2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2

3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3

IF YES TO EVENTS (Q11Q=1) GO TO Q11a;
OTHERWISE GO TO Q12

2014053\QUE Scottsdale Visitor - Telephone Version.wpd
**FINAL**
Copyright © 2014. All rights reserved. For information: Behavior Research Center (602) 258-4554.

08/27/14 1:00pm page: 35

11a. Did you attend any of the following types of events while you were in
Scottsdale?
A.
B.
C.
D.
E.
12.

Sports and recreation events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Automotive events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Equestrian events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Arts and culture events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Golf events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Yes

No

Not
Sure

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

Now I’d like to get some idea of your spending patterns while you were in Scottsdale. Thinking about a typical day during
your visit, on average, how much did you and your travel party spend each day on the following items? When
responding, please include the combined spending for all members of your travel party.
A.
B.
C.
D.
E.
F.
G.

On lodging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
On food and beverage purchases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
On entertainment including amusement, attraction and recreation fees . . . . . . . . . . . . . .
On daily local transportation including gas, taxi, limo, van service and
public transportation including car rental . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
On arts purchases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
On retail shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
For any other things I haven’t mentioned (SPECIFY)
......

13.

When planning your trip to Scottsdale did you receive any printed material from
the Scottsdale Convention and Visitor’s Bureau?

14.

Did you find the material you received from the Scottsdale Convention and Visitor’s
Bureau very useful, somewhat useful, or not very useful?

15.

Next, have you made pleasure or vacation trips to any of the following travel
destinations in the past 12 months? (ROTATE ALL EXCEPT L)
A.
B.
C.
D.
E.
F.
G.
H.
I.
J.
K.
L.

/
/
/

/
/
/

/
/
/

/
/
/

/
/
/

/
/
/
/

/
/
/
/

/
/
/
/

/
/
/
/

/
/
/
/

(GO TO Q14) Yes...1
(GO TO Q15) No...2
Not sure...3
Very useful...1
Somewhat Useful...2
Not very useful...3
Don't recall...4

Yes

Mexico . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Los Angeles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Texas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
San Diego . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Palm Springs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Florida . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Hawaii . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Colorado . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Tucson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Las Vegas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Chicago . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
And have you taken a cruise in the past 12 months? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1
1
1
1
1
1
1
1
1
1
1
1

No
2
2
2
2
2
2
2
2
2
2
2
2

IF VISITED SCOTTSDALE (Q1=1) GO TO Q16; OTHERWISE GO TO Q18
16.

Next, overall how would you rate Scottsdale as a vacation destination
compared to other areas you visit - excellent, good, just ok or poor?

2014053\QUE Scottsdale Visitor - Telephone Version.wpd
**FINAL**
Copyright © 2014. All rights reserved. For information: Behavior Research Center (602) 258-4554.

(GO TO Q17) Excellent...1
Good...2
(GO TO 16a) Just ok...3
Poor...4
(GO TO Q17) Not sure...5

08/27/14 1:00pm page: 36

16a. Why do you rate Scottsdale as (just ok/poor)?

17.

Do you plan on visiting Scottsdale again in the next 12 months?

Yes...1
No...2

18.

How many total trips, if any, have you made to Scottsdale in the past three years?

0...0
1...1
2...2
3...3
4...4
5-9...5
10 or more...6

19.

In the next 12 months do you plan on taking more or fewer pleasure trips
than you did in the previous 12 months?

More...1
Fewer...2
No change...3
Not sure...4

20.

How important are having a variety of local transportation options in your
decision to travel to a destination – very important, somewhat important or
not important?

Very important...1
Somewhat important...2
Not important...3
Not sure...4

21.

Now, before I finish, I need to ask you a couple of questions for
classification purposes. First, which one of the following categories best
describes your age?

Under 25...1
25 to 34...2
35 to 44...3
45 to 54...4
55 to 64...5
65 or over...6
(DO NOT READ) Refused...7

22.

And finally, which one of the following categories best describes your total
family income for last year, I mean before taxes and including everyone in
your household? Just stop me when I come to the correct category.
(READ EACH)

Under $40,000...1
$40,000 to $54,999...2
$55,000 to $69,999...3
$70,000 to $84,999...4
$85,000 to $99,999...5
$100,000 to $149,999...6
$150,000 to $199,000...7
$200,000 or over...8
(DON'T READ) Refused...9

Thank you very much, that completes this interview. If the Scottsdale Convention and Visitor’s Bureau can be of any further
help to you in the future, please give us a call at 1-800-782-1117.
NAME: ___________________________

PHONE #:

________

OBSERVED DATA:

Male...1
Female...2
ZIP CODE:
MONTH:
TOUCH POINT:
MEDIA CODE:

2014053\QUE Scottsdale Visitor - Telephone Version.wpd
**FINAL**
Copyright © 2014. All rights reserved. For information: Behavior Research Center (602) 258-4554.

08/27/14 1:00pm page: 37