WindsorEssex Positioning and Product Analysis

1
Windsor-Essex Positioning and Product Analysis
A1783
Presented to
Destination Development Initiative Committee
Tourism Windsor Essex Transitional Board
August 15th, 2008
2

Background

• Information has been gathered and integrated
  across numerous research studies to gain
  perspective on the tourism opportunity in
  Windsor-Essex
• Ultimately this exercise is intended to provide
  direction on product development, packaging and
  growth-oriented positioning strategies
• Sources of information for the analysis include
• The Ontarios Travel Intentions Tracking Program
• Ontario Tourism Ad and Brand Tracking
• Windsor-Essex Positioning Destination Development
  Study
• Travel Activities and Motivations Survey (TAMS)
• Ontario TAMS Return-To-Sample Study
• International Travel Survey (ITS)
• Canadian (Domestic) Travel Survey (CTS)

3

Presentation Outline Key Themes

• The Current State Of Affairs Recent Trends
• Sources Of Potential Growth
• The Regions Offering Alignment With Demand
• Activity Packaging Product Development
  Opportunities
• Satisfaction Among Recent Visitors
• Brand Image

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Travel From The US
5
Person Visits To The Essex Region From The U.S.
Source Statistics Canada, International Travel
Survey.
6
Overnight Person Visits To The Essex Region From
The U.S. By Purpose
Source Statistics Canada, International Travel
Survey.
7
Change In Essex Travel Volume Relative To Other
Ontario Regions From The U.S.
Source Statistics Canada, International Travel
Survey.
8
Travel From Canada
9
Person Visits To The Essex Region From Canada
Source Statistics Canada, Domestic Travel Survey
10
Overnight Person Visits To The Essex Region From
Canada By Purpose
Source Statistics Canada, Domestic Travel
Survey.
11
Change In Essex Travel Volume Relative To Other
Ontario Regions From Canada
Source Statistics Canada, Domestic Travel
Survey.
12
Current Source Of Volume For Overnight Pleasure
Travel
13
Overnight Person Visits By Place Of Residence
2006(US and Other International Visitors only)
Source Statistics Canada, International Travel
Survey.
14
Overnight Pleasure Trips By Place Of Residence
2004
Source Ontario Ministry of Tourism, Regional
Tourism Profiles 2004, Region 1 Essex, page 9.
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Profile of Overnight Pleasure Travellers To The
Essex Region
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Age Profile Of Essex Region Overnight Pleasure
Travellers
Source Statistics Canada, Domestic Travel
Survey 2002 2004 Source Statistics Canada,
International Travel Survey 2002 2006
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Profile Of Essex Region Overnight Pleasure
Travellers By Household Income Lifestage
Segments
Caution Small base. Caution
Very small base. Source Ontario Ad And Brand
Tracking Studies October 2006 to September 2007.
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Sources Of Potential Growth
19
Growth Opportunity For WindsorEssex In
Neighbouring Markets
Derived from share of person visits.
Derived from Conversion Model
segmentation. Source Travel Activities and
Motivations Survey (TAMS), 2006 Statistics
Canada, International Travel Survey, 2006
Statistics Canada, Domestic Travel Survey, 2004
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The Regions Offering
21
Attractions Currently Offered

• History and Heritage
• Olde Sandwich Towne
• Ford City
• Amherstburg Museums and Galleries
• Canadian Transportation Museum and Historic
  Village
• Essex County Steam and Gas Museum
• Fort Malden National Historic Site
• Historic Essex Railway Station
• John R. Park Homestead Conservation Area
• Kingsville Historical Park
• MacKenzie Hall
• Maidstone Bicentennial Museum
• North American Black Historical Museum
• Park House Museum
• Pelee Island Heritage Centre
• Windsor Woodcarving Museum
• Windsors Community Museum
• Essex Historical Murals

• Gateway
• To Detroit and Michigan (Canadians)
• To Huron County and Southwestern Ontario
• Tours
• Pelee Island Tours
• Downtown Walking Tours
• Canadian Historical Aircraft Excursions
• African Canadian Heritage Tours and the
  Underground Railway
• Walking Past Regional Ghost Tour
•  
• Galleries
• Art Gallery of Windsor
• Leamington Arts Centre
• Gibson Galleries (Amherstburg)
• Tsunami Glassworks
• Odette Sculpture Park

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Attractions Currently Offered (Contd)

• Gaming and Nightlife
• Caesars Windsor
• Windsor Raceway
• Wide array of bars, nightclubs and live music in
  Windsor
• Family
• Canada South Science City
• Colasantis Tropical Garden
• XS Family Fun Centre
• Thiessen Apple Orchard
• Silver Tee Miniature Golf and Driving Range

• Performing Arts
• Actors Theatre of Windsor
• Chrysler Theatre
• D2 Entertainment
• Down River Playhouse (Amherstburg)
• Korda Artistic Productions
• Migration Hall
• Music Express
• Raisbeck Dinner Theatre Productions
• Theatre Alive
• Theatre Intrigue Society
• Theatre Windsor
• Tropical Polynesian Productions
• University Players
• Windsor Classical Chorus
• Windsor Light Music Theatre
• Windsor Symphony Orchestra

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Attractions Currently Offered (Contd)

• Gardens
• Dieppe Gardens
• Ambassador and Assumption Park
• Coventry Garden and Peace Fountain
• Canadian Vietnam War Memorial
• Jackson Park
• Essex and Harrow
• Fujisawa Zen Garden
• Kingsville
• Lakeshore
• LaSalle
• Leamington
• Tecumseh

• Nature and the Outdoors
• Essex Region Conservation Authority
• Hillman Marsh Conservation Area
• Point Pelee National Park
• Holiday Beach Conservation Area
• Pelee Island
• Bicycle Trail Network
• Birding
• Essex County
• Ojibway Park
• Point Pelee
• Kopegaron Woods Bird Sanctuary
• Lake Erie Shoreline (various)
• Lake St. Clair Shoreline (various)
• Pelee Island
• Jack Miner Bird Sanctuary

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Attractions Currently Offered (Contd)

• Other
• Extensive Wine Region
• Brewery and Distillery Tours
• Windsor Water World
• Spectator Sports in Detroit and Windsor
• Erie Quest Scuba and Shipwrecks
• Wide Array of Restaurants (including range of
  ethnic choices)
• Festivals (musical, culinary, nature and holiday)

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Activity Participation In The Essex Region
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Activity Profile Of Essex RegionShare Of
Activities Among Overnight Pleasure Travellers
Activities While On TripTo Essex
RegionShopping Sight Seeing Any Outdoor/Sports
Activity Bars/Night Clubs Casinos Sports
Events Nature Parks Historic Sites Festivals/Fairs
Cultural Performances Museums/Art
Galleries Zoos/Aquariums/Botanical Gardens Theme
Parks   VFR
Source Statistics Canada, Domestic Travel
Survey 2002 2004 Source Statistics Canada,
International Travel Survey 2002 2006
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Alignment With Demand
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Activities Stimulating Overnight TravelAmong
Residents Of Key Neighbouring Source Markets
Projected Number Of Travellers Claiming Any Of
The Types Of Activities Offered In Essex Region
Have Stimulated An Overnight Trip To Any
Destination
Source Travel Activities and Motivation
Survey, 2006
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Activities Stimulating Overnight TravelAmong
Residents Of Key Neighbouring Source Markets
30
Activities Stimulating Overnight TravelAmong
Residents Of Key Neighbouring Source Markets
(Contd)
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Activities Stimulating Overnight TravelAmong
Residents Of Key Neighbouring Source Markets
(Contd)
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Activities Stimulating Overnight TravelAmong
Residents Of Key Neighbouring Source Markets
(Contd)
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Activity Packaging and Product Development
PossibilitiesUS Markets TAMS Return-To-Sample
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Note On Reading The Dendogram

• Note on reading the Dendogram
• The following dendogram should be read from left
  to right. Activities that are connected to each
  other closer to the left-hand side of the chart
  are behaviourally aligned insofar as they are
  often undertaken by the same individual on a
  single trip. Connections further to the right
  link activities and activity groups that are more
  remotely aligned and tend to occur less commonly
  on the same trip. The result is a set of nested
  activity clusters. For instance, visiting a
  planetarium, a science theme park, an amusement
  park, a water theme park, a wax museum and
  playing mini-golf represent a cluster of aligned
  activities that often occur on the same trip.
  Within that, visiting both an amusement and water
  theme park defines a sub-cluster of activities
  that are very closely tied to each other.
• The same logic applies to the relationships
  between larger groups or clusters. The cluster
  of activities composing the grouping running from
  planetariums to mini-golf is, for instance, more
  closely tied to the clusters free performance in
  park/ recreational dancing and viewing marine
  life/golf than to ice skating/childrens
  museums.

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Activity Cluster Analysis

• We conducted a hierarchal cluster analysis of
  approximately 200 travel activities undertaken in
  Ontario by US travellers during their last visit.
• This indicates the consumer-driven
  inter-relationships among activities on a single
  trip,
• A number of potential product clusters emerge.

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Dendogram of Activity Participation On Overnight
Trips To Ontario Among US Visitors
Lakes Wilderness
Amusement Theme Parks
Music Festivals
Animals Fairs
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Dendogram of Activity Participation On Overnight
Trips To Ontario Among US Visitors (Contd)
Nature Gardens
Museums
Casinos Plus
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Dendogram of Activity Participation On Overnight
Trips To Ontario Among US Visitors (Contd)
Wellness Relaxation
Farms Rural
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Profiling and Sizing The Activity Clusters
Combine into a single cluster Nature Museums
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Clustering General Travel Activities
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Activity Clusters Ontario Visitors Open
Non-Visitors
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General Activity ClustersAmong US Visitors To
Ontario
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Dendogram of Activity Participation On Overnight
Trips Among US Visitors
Mainstream Tourists
Wildlife
Entertainment
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Dendogram of Activity Participation On Overnight
Trips Among US Visitors (contd)
Animals, Fun Beach
Camping
Golfing
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Dendogram of Activity Participation On Overnight
Trips Among US Visitors (contd)
Active Outdoors
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Dendogram of Activity Participation On Overnight
Trips Among US Visitors (contd)
Festivals Themed Events
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Dendogram of Activity Participation On Overnight
Trips Among US Visitors (contd)
Hunting
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General Activity ClustersAmong US Open-Non
Visitors To Ontario
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Dendogram of Activity Participation On Overnight
Trips Among US Non-Visitors Open To Ontario
The Florida Experience
Extensive Interrelated Activity Set
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Dendogram of Activity Participation On Overnight
Trips Among US Non-Visitors Open To Ontario
(Contd)
Extensive Interrelated Activity Set (Contd)
Spas, Discovery, Food and Wine
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Dendogram of Activity Participation On Overnight
Trips Among US Non-Visitors Open To Ontario
(Contd)
Camping
Golfing
Hunt/Macho Outdoors
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Dendogram of Activity Participation On Overnight
Trips Among US Non-Visitors Open To Ontario
(Contd)
Active Outdoors
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Transition From Exploration To Customized
Entertainment
Repeat Visitation For Customized Pleasure
Travel Experiences
Initial Exploration Of A Destination (Mainstream
Tourist Activities)
Discovery
Knowledge
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Satisfaction Among Recent Visitors
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Satisfaction With Last Trip To South Western
Ontario (Including Essex Region)
Among U.S. Pleasure Travellers
Source TAMS Ontario Return To Sample Survey,
2007
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Satisfaction With Windsor As A Travel Destination
Percent of travellers who visited Windsor on last
overnight trip to Ontario
Caution Small base. Caution Very small
base.
Source Ontario Ad and brand Tracking
Studies,Oct. 2006 to September 2007
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The Perceptual Backdrop and Future Opportunity
58
Image In US
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Comparison Between Importance And Performance Of
The Windsor Area For Various BENEFITS Among US
Residents
Average rating score on 10-point scale among
total North/Central US residents
(n805)
Source Windsor-Essex Positioning Study, July
2007 report.
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Comparison Between Importance And Performance Of
The Windsor Area For Various BENEFITS Among US
Visitors
Average rating score on 10-point scale among
residents of the North/Central US who have ever
visited Windsor
(n351)
Source Windsor-Essex Positioning Study, July
2007 report.
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Comparison Between Importance And Performance Of
The Windsor Area For Various AMENITIES Among US
Residents
 Average rating score on 10-point scale among
total North/Central US residents
(n801)
Source Windsor-Essex Positioning Study, July
2007 report.
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Comparison Between Importance And Performance Of
The Windsor Area For Various AMENITIES Among US
Visitors
 Average rating score on 10-point scale among
residents of the North/Central US who have ever
visited Windsor
(n355)
Source Windsor-Essex Positioning Study, July
2007 report.
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Image In Ontario
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Comparison Between Importance And Performance Of
The Windsor Area For Various BENEFITS Among
Ontario Residents
Average rating score on 10-point scale among
total Southern Ontario residents
(n318)
Source Windsor-Essex Positioning Study, July
2007 report.
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Comparison Between Importance And Performance Of
The Windsor Area For Various BENEFITS Among
Ontario Visitors
Average rating score on 10-point scale among
residents of the Southern Ontario who have ever
visited Windsor
(n187)
Source Windsor-Essex Positioning Study, July
2007 report.
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Comparison Between Importance And Performance Of
The Windsor Area For Various AMENITIES Among
Ontario Residents
Average rating score on 10-point scale among
total Southern Ontario residents
(n316)
Source Windsor-Essex Positioning Study, July
2007 report.
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Comparison Between Importance And Performance Of
The Windsor Area For Various AMENITIES Among
Ontario Visitors
Average rating score on 10-point scale among
residents of the Southern Ontario who have ever
visited Windsor
(n188)
Source Windsor-Essex Positioning Study, July
2007 report.
68
Existence Of Specific Issues/Concerns Related to
Ontario Travel
Percent of pleasure travellers in US Near Markets
26 Feb. 07 Wave 18 Oct. 06 Wave 20 June 06
Wave
Source Ontario and Ad Brand Tracking,,
September 2007.
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Recommendations
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Recommendations

• The Problem Defined
• The Essex Regions current position in the
  marketplace is one of vulnerability
• localized draw heavy same-day
• weak image
• gateway localized interest rather than
  legitimate overnight destination
• As a result, the region has been hard hit by the
  downturn in US tourism traffic
• Also underdeveloped as a tourism region in Canada
  beyond Southwestern Ontario
• But significant growth opportunity exists
• a unique region (geography, history, heritage)
• diversity
• and activities relevant to many travellers

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Recommendations (Contd)

• The Problem Defined (Contd)
• Lack of knowledge of region or appreciation of
  full basket of activities
• narrowness of perspective
• low synergy
• visitor profile gaps
• youth in US
• all-family suitability
• affluent market segments in Canada

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Recommendations (Contd)

• Possible Actions
• Present the region as a single holistic tourism
  area
• focus on interconnectedness within a distinctive
  regional offering
• better balance among elements of nature, history,
  culture, performing arts entertainment
• more than merely a gateway to other locales
• Position the region as one capable of delivering
  on emotive expectations of fun, excitement and
  relaxation
• Integrate the Casino more effectively into the
  fabric of Windsor-Essex
• package with other amenities in Windsor and
  throughout the region
• this uses the Casino as a tourism engine for the
  entire region
• also differentiates the Windsor Casino from
  competitive gaming facilities elsewhere
• enhances potential to attract upscale tourists

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Recommendations (Contd)

• Possible Actions (Contd)
• Assess the existing product inventory
• identify quality gaps and need for upgrades
• assess servicing capacity and potential
  infrastructure improvements
• uncover undeveloped potential
• Package and integrate product in a manner
  consistent with traveller needs interests. Some
  possibilities
• link Casino to the wine region and performing
  arts
• package nature and botanical attractions with
  history and heritage
• use Detroits urban and sports attractions as
  secondary inducements to Windsor-bound travel?

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Recommendations (Contd)

• Possible Actions (Contd)
• Recognize that visitors experience with a
  destination evolves and that traveller interests
  are very broad in the absolute
• therefore encourage linkages across clusters
• a trip primarily involving an initial exploration
  of culture, history and environment could be
  linked to nightlife and dining as secondary
  experiences
• encourage visitors to move along the evolutionary
  path to repeat visitation
• Explore single-activity niche opportunities among
  specific interest groups or enthusiasts
• golf
• wildlife viewing (bird watching)
• use vertical media
• ensure offering meets high expectations

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Recommendations (Contd)

• Possible Actions (Contd)
• Apart from amenities and activities, there may
  also be a need to reinforce a positive sense of
  place
• visitors must feel good about simply being in
  Windsor-Essex
• local ambiance neighbourhood
• shopping and sightseeing are universals
• opportunities to mix with local residents
• Infrastructure improvement may be required if
  deficiencies exist in the key urban and rural
  tourism spaces
• Finally, a louder voice may be required to
  enhance the regions profile and reach the target
  audience
• this goes beyond merely spending more
• consistency of strategic message
• long-term continuity in communications
• smart consumer targeting and media mix

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(No Transcript)
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Appendix
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Appendix Activity Clusters
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Casino Plus Activity Cluster

• Defining Travel Activities
• International high-end dining, other high-end
  dining, dining-local recipes, shopping-books/music
  , shopping-clothing/shoes, local arts and crafts,
  local outdoor cafes, gourmet food stores,
  antiques, casinos, wineries, live theatre,
  movies/cinema, live theatre with dinner.
• Size
• 48 of US travellers to Ontario
• Distinguishing Profile Characteristics
• More frequent overnight pleasure travellers
• 71 3 trips in past 12 months
• (vs. 51 among all other travellers)
• 30 6 trips in past 12 months
• (vs. 18 among all other travellers)
• Somewhat over-represented in larger nearby
  cities
• Detroit, Chicago, Cleveland, Buffalo
• Media Habits
• Somewhat elevated weekend and community newspaper
  readership.
• More inclined to read the newspaper travel
  section at least occasionally (77 vs. 68).
• Elevated magazine readership (entertainment 43,
  news magazines 35, general interest 31, home
  and garden 30, food cooking 28, health
  fitness 26, travel 25, business finance 24).
• Somewhat wider range of TV and radio genre
  watched/listened (TV movies 74, dramas 64,
  news/current affairs 63 Radio oldies 51,
  news/talk radio 45).

80
Nature Gardens Activity Cluster

• Defining Travel Activities
• Nature parks, well-known natural wonders,
  botanical gardens, flora viewing, photography and
  garden centres.
• Size
• 20 of US travellers to Ontario
• Distinguishing Profile Characteristics
• Age Under-representation of youth 18-29 years
  (10)
• Over-representation of adults 30-49 years (41)
• Travel Travel more frequently on overnight
  pleasure trips than is the norm (73 3 trips per
  year vs. 53 for others)
• Place of Residence Over-representation in
  distant locals, such as Florida and Dallas, but
  also in much nearer urban markets (Chicago,
  Minneapolis, Cleveland)
• Media Habits
• Tend to read a wider array of newspaper types.
• Magazine readership above norm for titles that
  are consistent with their travel interests
  (nature, outdoor, health/fitness, home and
  garden, crafts, photography, travel) but also in
  areas, such as technology, entertainment and
  family/parenting (Most popular entertainment
  36, general interest 33, home and garden 31).
• Television viewership exhibits a skew toward
  biography, history and drama, but is also
  overdeveloped in nature, home and garden and
  travel (Most popular movies 75, dramas 68,
  news/current affairs 63).
• Radio listening skewed toward oldies and talk
  radio (62 and 45).

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Museums Activity Cluster

• Defining Travel Activities
• Science museums, military/war museums, historical
  sites (both well-known and other), strolling
  through cities, history museums, arts galleries,
  historical replicas of towns.
• Size
• 16 of US travellers to Ontario
• Distinguishing Profile Characteristics
• Strongly skewed to 30-44 year age group (38 vs.
  18 among other travellers)
• More frequent overnight pleasure travellers on
  average (37 6 times per year)
• Place of residence is dispersed with negative
  correlation to distance from border (as with all
  segments), but over-representation of Florida and
  Chicago residents is similar to that evident in
  the case of the nature garden segment
• Media Habits
• Readership of newspapers of all forms is well
  above the norm as is readership of the travel
  section.
• Magazine interests are wide-ranging with
  overdeveloped readership in business and news
  magazines, crafts antiques, family/parenting,
  general interest, home garden, photography
  video, science, geography and travel (Most
  popular general interest 42, news magazines
  39, entertainment 39).
• Wider variety of television and radio programming
  choices relative to other travellers (TV movies
  69, news 68, dramas 62 Radio oldies 54,
  news/talk 46).

82
Animals Fairs Activity Cluster

• Defining Travel Activities
• Viewing marine life, viewing land animals and
  bird watching, visiting aquariums, visiting zoos,
  attending fireworks displays, garden theme parks,
  farmers markets fairs, food drink festivals,
  carnivals and exhibitions/fairs.
• Size
• 11 of US travellers to Ontario
• Distinguishing Profile Characteristics
• Age Heavily skewed 30 to 49 years (46)
• Heavier travellers in general (as with the other
  groups described) and interest in returning to
  Ontario is above the norm.
• Significant over-representation from Detroit
  (14), also Florida and, to a small degree,
  Philadelphia
• Media Habits
• Newspaper readership is frequent and well
  developed.
• Magazine readership is above average for
  virtually all categories (Most popular home and
  garden 42, general interest 42, news magazines
  41.)
• TV viewership is wide-ranging, but there is a
  tendency to avoid reality shows and soap operas
  (Most popular news and current affairs 71,
  dramas 70, movies 69, history 62).
• Oldies and news are top picks among radio
  programs (58 and 41) but soft music is also
  somewhat over-developed relative to total
  travellers.