Bryan/College Station TX Competitive Landscape

Part
01
of eight
Part
01

BCS Leisure Travel Competitors 1

Bryan/College Station, Texas, and Waco, Texas, are two communities that have become attractive destinations for leisure visitors. Each offers a unique range of attractions that are specific to their area. Affordability, family atmospheres, knowledgeable locals, and excellent customer service are features that have encouraged visitors to return to the towns in subsequent years. The requested information is summarized in the attached spreadsheet.

Bryan/College Station, Texas — Annual Visitors

  • The number of people visiting Bryan/College Station annually is not readily available. In 2018 there were 6,135 hotel rooms in Bryan/College Station. The rooms experienced an average occupancy of 60% throughout the year.
  • Over the year, this equates to 2,239,275 room nights (6,135 x 365). If the average occupancy is 60%, then 1,343,565 room nights were used by visitors over the year. What is unknown is the length of stay for the people occupying the rooms and the number of people staying in each room.
  • The total revenue from hotel stays was $584.7 million in 2018.

Bryan/College Station, Texas — Special Attractions and Why People Liked Them

  • The George Bush Presidential Library and Museum was considered excellent by 80% of the people visiting it. TripAdvisor gives it 4.5 stars out of 5, based on 1,180 reviews. One visitor said "A "must-see" if you visit the Bryan/College Station area."
  • Over 338,339 people follow Santa's Wonderland Facebook page. It has an average review score of 4.4 out of 5. Comments include, "This year will be the third time me and my wife will be going. Its real fun. Definitely a family event. Great place to go enjoy festivities of Christmas."
  • One reviewer said, "I cannot imagine anyone who wouldn't have a wonderful time. I have been many times as a visitor and three times as a vendor. It is a great family event with lots of fun, entertainment, shopping, and food." about the Messina Hof Winery. Based on reviews on Yelp, it has a rating of 4 stars out of 5.
  • The 22,000 square foot Old Bryan Marketplace is rated 4.5 stars out of 5 on TripAdvisor. One reviewer enthusiastically stated, "Wow. What a treasure. This lovely shopping & dining experience is located in the heart of historic Bryan, and promises not to disappoint."

What People Like About Bryan/College Station, Texas

  • As a university town, leisure visitors enjoy the atmosphere that this environment creates. The sporting fixtures are a prominent feature on the calendar and events both locals and leisure visitors enjoy.
  • The shopping and dining experiences of downtown Bryan were noted by many leisure visitors as being excellent and worthy of a visit.
  • A family atmosphere was noted at different attractions by many visitors. This was seen as a positive feature of the area, and a reason to visit again in the future.
  • Santa's Wonderland is an event that is unique to the area. It is a tradition for many and something that many people, who had left reviews about Bryan/College Station, enjoyed about the location.

Bryan/College Station, Texas — Special Attractions — Metrics

  • George Bush's Presidential Library is the most popular of all Presidential Libraries, with 491,000 visitors in 2014.
  • Despite being open for only a few weeks each year, Santa's Wonderland has more than 200,000 visitors each year.
  • The number of people visiting the winery each year is not publicly available. After 40 years, the Messina Hof winery now produces more than 130,000 gallons of wine each year to remain a front runner in the Texas Wine Industry.

Bryan/College Station, Texas — Digital Marketing Tactics

  • Experience BCS is the web page that promotes tourism in the area. It provides a comprehensive analysis of sights, restaurants, shopping, events, and meetings.
  • As part of their digital marketing tactics, this organization allows interested parties to subscribe to a monthly digital newsletter that promotes various aspects of the Bryan/College Station community, events, and attractions.
  • The organization is active on Facebook, where it has 19,668 followers. It uses the page to actively promote events, attractions, and community events.
  • Their Twitter account is used in a similar way to promote the local community and events. It has 5,383 followers that engage somewhat irregularly.
  • With 2.949 followers, Experience BCS' Instagram is less formal. It encourages people to share their experiences of the area to promote engagement.

Waco, Texas — Annual Visitors

Waco, Texas — Special Attractions

  • The Waco Convention & Visitors Bureau is responsible for marketing Waco as a tourist destination. They list the top 30 special attractions in Waco and the surrounding areas on their website.
  • According to the Waco Convention & Visitors Bureau, review sites and social media, the top attractions in Waco include the Magnolia Market at the Silos, Cameron Park Zoo, Waco Mammoth National Monument, Texas Ranger Hall of Fame, Waco Suspension Bridge, and the Dr. Pepper Museum.
  • The Magnolia Market at the Silos has received 3,978 reviews on TripAdvisor. 56% of people rated it excellent, and 24% rated it very good. Comments included, "Awesome destination. These guys are pure geniuses. The place is mobbed but laid out well. The customer service is impeccable. Like it is a family affair."
  • Cameron Park Zoo is rated 4.5 stars out of 5 on Yelp. There are a range of positive comments including "This is the best zoo I've been too. The exhibits are huge."
  • The Waco Mammoth National Monument received 4.8 out of 5 from Facebook reviewers. Comments included, "Great place and so interesting. Our tour guide was knowledgeable and funny. The exhibit is amazing."
  • Reviews on TripAdvisor rated the Texas Ranger Hall of Fame 4.5 stars out of 5. The comments were overwhelmingly positive, including "I thought this museum was cool." 63% of people who reviewed the Hall of Fame considered it excellent.
  • Visitors also enjoyed the Waco Suspension Bridge. It is rated 4.5 out of 5 on Yelp. Positive feedback included, "This is a landmark you have to visit when in Waco."
  • Facebook users highly recommended the Dr Pepper Museum. Based on the opinion of 1,544 people, it has a rating of 4.4 stars out of 5. One patron said, "This place was awesome. Definitely worth checking out, and only 10 bucks to walk around is a steal. My wife and I had a blast and are planning on coming back in the future."

What People Like About Waco, Texas

  • A review of social media, travel reviews, blogs, and media articles shows that leisure visitors consistently enjoyed the attractions that Waco has to offer.
  • The wide range of historic places, museums, and interesting places to visit were seen as positive by visitors, with many reviews recognizing the positive attitude and expertise of guides.
  • Leisure visitors also noted the affordability and family atmosphere of Waco, with these aspects mentioned in many reviews.
  • A high level of customer service was also noted as a positive among leisure visitors. Many commented on their willingness to return in the future.

Waco, Texas — Special Attractions — Metrics

  • In 2018 the Cameron Park Zoo experienced an 8% increase in visitor numbers with 353,691 people visiting.
  • The Waco Mammoth National Monument had a 13% increase in visitor numbers in 2018. It had 113,342 visitors.
  • The Magnolia Market is the top tourist attraction. The nature of the market is such that exact visitor numbers are not available.
  • CEO of the Dr Pepper Museum, Chris Dyer, has stated that approximately 150,000 people visited in 2018.
  • 2017 was the most successful year since opening for the Texas Rangers Hall of Fame, with 93,444 people visiting.

Waco, Texas — Digital Marketing Tactics

  • The Waco Convention & Visitors Bureau is responsible for marketing this area. Their website is a collection of information about the area, including accommodation, things to do, events, shopping, and community information.
  • They offer an app to assist in planning a trip to Waco. Interested parties are also able to sign up for a monthly electronic newsletter that promotes the area.
  • Their Facebook page has 33,326 followers. It actively promotes local businesses, attractions, events, and community happenings. Their digital newsletter is also promoted on their Facebook page, and people are encouraged to subscribe.
  • Twitter is used similarly to Facebook. They have 2,050 followers. The focus of the material on their Twitter account is skewed toward the Convention market rather than the leisure travel market.
  • With 2,030 followers on Instagram, the organization uses the page to actively promote a range of attractions and events to the public.

Research Strategy

We extensively searched a range of websites promoting tourism in the two locations, to obtain the annual visitor numbers, special attractions, what people liked, and the digital marketing tactics. While information was available regarding the annual visitor numbers to Waco, no information of this nature was available in respect of Bryan/College Station. Some limited regional statistics were available regarding Bryan/College Station. Other information regarding special attractions and marketing was readily available for both of these locations.

In an attempt to establish the annual visitors to Bryan/College Station, we searched a range of media articles and publications. There was a significant amount of information regarding the number of rooms available in the area and the occupancy rates, but no figures regarding the total number of visitors annually were compiled in these sources.

Finally, in an attempt to find the annual visitors to Bryan/College Station, we considered a range of hotel and hospitality publications specific to the area. The total revenue from visitors to the area was available, but not the total number of visitors annually. Given that we had established the number of rooms available and the occupancy rate, we searched for the average length of stay for hotel guests in this area. We thought we may be able to triangulate a rough estimate of the number of visitors with this information. By calculating the total available room nights per year (6,135 x 365) and multiplying it by the average occupancy (2,239,275 x.60), we determined visitors occupied 1,343,565 room nights annually. We attempted to locate the average number of guests per room and the average stay to calculate a rough estimate of total numbers. Unfortunately, this information was not available from any of the aforementioned sources.

We reviewed a range of tourism sites, reviews, social media posts, and blogs to determine the special attractions of the respective areas. Special attractions were determined based on visitor comments of this nature, approval ratings, the uniqueness of the attraction, and visitor numbers. The aforementioned sources were also reviewed to determine what it was about each of these locations that people liked.

Finally, we considered the tourism websites, marketing publications, social media pages, and digital newsletters to determine the digital marketing tactics of each of the locations.
Part
02
of eight
Part
02

BCS Leisure Travel Competitors 2

Lubbock, Tx, attracts over 5.81 million visitors every year. The city makes use of several digital marketing platforms such as Facebook, Twitter, Pinterest, Instagram, YouTube, and blogs to attract tourists. Additional details regarding leisure travel related to Lubbock, Texas, and Georgetown, Texas, are in the attached spreadsheet.

Lubbock, TX

  • The city of Lubbock, Texas, receives an average of over 5.81 million visitors every year.
  • Some unique/special attractions in Lubbock include Texas Tech University, the American Wind Power Center, Ballet Lubbock, Buddy Holly Center, Cactus Teather, and Apple Country at Hi-Plains Orchards.
  • Locations that receive tourists (leisure travelers) in Lubbock aside from the university include CapRock Winery and Llano Estacado Winery. CapRock Winery has unique award-winning red and white wines within its tasting room, as well as knowledgeable wine tenders that can provide insight related to each wine. While Llano Estacado offers daily tours as well as wine tastings services throughout every week.
  • People (including locals and visiting tourists) love several things about Lubbock, such as the First Friday Art Trail (FFAT). Other favorites include arts scene in West Texas, which occurs the first Friday of every month, either on rainy or sunny days. Lubbock, Tx, offers a slew of art studios as well as local galleries that are open for artists and art lovers that appreciate them.
  • The National Ranching Heritage Center is unique to Lubbock and has a majority of its ratings as 5-star ratings on a scale of 5 among 435 reviewers.
  • The city of Lubbock differentiates itself by claiming to account for 90% of Texas' wine grapes. The city is home to over seven wineries. It boasts of "award-winning wines from winemakers at McPherson Cellars," Llano Estacado Winery, Burklee Hill Vineyards as well as English Newsom Cellars, among other wineries.
  • The city uses several digital marketing platforms to attract visitors. The Tour Texas web page and the Visit Lubbock web page both have digital adverts and links to social media resources that promote the city to tourists.
  • Tour Texas web displays links to Lubbock's social advertisement resources such as Facebook, Pinterest, Instagram, and Twitter. The website also has video resources, newsletters, and free brochures.
  • Visit Lubbock web page displays links to Lubbock's social media advertisement resources such as Facebook, Twitter, Pinterest, Instagram, YouTube, and a blog.
  • According to Trip Advisor, some top tourist (leisure traveler) attractions in Lubbock based on user reviews include the National Ranching Heritage Center, the Buddy Holly Statue and West Texas Walk of Fame, and the home of the Red Raiders, Jones AT&T Stadium.

Georgetown, TX

  • Georgetown, Texas, has a population of 74,180. Every year, an average of at least 65,000 tourists visit the city for a festival.
  • Many people like Georgetown because they feel it has "a breath of fresh air." The city gets liked because it's a "Main Street City," and frequently wins a title for having the best townsquare in Texas.
  • The city has "historical beauty" (landmarks/sights) and several eateries and restaurants that appeal to residents and visitors.
  • Georgetown differentiates itself by claiming to be the city with the "most beautiful townsquare" across all of Texas.
  • The city of Georgetown utilizes several digital advertising resources such as Visit Georgetown web and Tour Texas web resources that advertise the city to visitors. Both websites also contain links to other digital resources such as Facebook, Instagram, and Twitter.
  • Some unique or special attractions to Georgetown include Berry Springs Park and Preserve, the Georgetown Art Center, Georgetown Winery, historic downtown Georgetown, and Blue Hole.
  • According to Trip Advisor, some top tourist (leisure traveler) attractions in Georgetown based on user reviews include Inner Space Cavern, Georgetown Palace Theater, Blue Hole, San Gabriel River, Grape Creek Vineyards Georgetown, and Georgetown Winery.

Research Strategy

The research investigated the competitive advantages and relevant details of Lubbock and Georgetown. The study included tourism resources, such as the Tour Texas websites related to Georgetown and Lubbock. This strategy examined the unique/special attractions that attract visitors to both locations and uncovered insights listing several attractions in Lubbock.



Part
03
of eight
Part
03

BCS Sports Competitors

The top sports in Bryan/College Station, Tulsa, and Round Rock are softball, hockey, and baseball, respectively. There are currently 16 sports arenas in Foley. Below is an explanation of the research strategy as well as an overview of the findings. Refer to rows 2-5 columns B-E of the attached spreadsheet for more information.

I. Bryan/College Station, TX

  • There were 16, 10, and nine softball, football, and basketball games, respectively, scheduled for between March 2019 and February 2020.
  • In 2015, there were about 41,400 sports visitors in Bryan/College Station.
  • About 25,000 sports visitors attended the July Games of Texas in Bryan College Station. The area received a total of 170,000 visitors in 2018.

II. Round Rock, TX

III. Tulsa, OK

IV. Foley, AL

  • There are currently 16 sports arenas in Foley.
  • Foley Sports Tourism highlights soccer, archery, and lacrosse as among the main sports played in Foley in 2016.

RESEARCH STRATEGY

To provide the required information, we searched through the official websites for Bryan/College Station, Round Rock, Tulsa, and Foley. Our search also included exploring visitor, news/communication, and chamber of commerce portals as well as annual reports, as available. Bryan/College's site only provides the total number of visitors to the station but does not provide a breakdown by purpose. Round Rock, Tulsa, and Foley do not provide any statistics on visitor numbers. Bryan/College Station's website also provides an event archives that provided information on all sporting events from March to November 2019. Additionally, we found a 2016 audit report of the Bryan/College Station's Visitor Bureau that provided the number sports-specific visitors in 2015.

Next, we searched through each area's official tourism/marketing site in the hope that it highlighted the missing information. Experience Bryan-College Station listed upcoming events from November 2019 that we could filter by category. Go Round Rock provided an events calendar that we used to determine the events in the 12 months from November 2018 to October 2019. Visit Tulsa provides an events calendar for future events and we filtered and identified sports categories from November 2019 to October 2020. Apart from the city marketing/tourism information page, Foley has a page specifically for sports tourism. However, both Foley Sports Tourism and Visit Foley limit their event calendars to upcoming events in November 2019, which was not enough data to permit triangulation. Our second strategy did not produce any information regarding visitor numbers.

Third, we browsed through local, state, regional, and national news resources hoping that they highlight any data from research conducted or from information provided by relevant affiliated authorities or sector experts. There was only one resource with useful information on the number of visitors estimated to travel to Bryan College Station for the July Games of Texas. There were only reports on visitor spend and growth in Round Rock, Foley, and Tulsa from media resources.

We also scoured through official state and regional government sites from Texas, Oklahoma, and Alabama in case they had highlighted any statistics on the missing information. However, state governments only provided population and demographic information on the residents of the areas, as opposed to the visitors.

We managed to triangulate the top sports in Bryan/College Station, Round Rock, and Tulsa by counting the sporting events from the events calendars for each area. Events resources and booking sites such as Eventbrite were not useful in determining Foley's top sporting events because they only provide events around Foley and do not allow users to filter by time range. Unfortunately, we could not provide the number of sports-specific visitors to all the areas.

However, there was a dated 2017 news release by Foley Sports Tourism that highlighted examples of the main sports played in the complex in 2016. We have provided that as a proxy with the assumption that the trend would have likely continued. Additionally, we have provided the 2015 figure of sports-specific visitor numbers to Bryan/College Station.
Part
04
of eight
Part
04

BCS Business Travel Competitors

Based on hotel room bookings generated from meetings and conferences, Bryan-College Station, Texas, has an average annual business visitation of 41,400; Austin, Texas, has 1,887,219; Houston, Texas, has 802,852; and DFW, Texas has 279,181. The rest of our findings have been entered into the spreadsheet attached. Below are some highlights of our findings.

CONVENTION CENTERS AND MEETING LOCATIONS

  • Convention centers or meeting locations located in Bryan-College Station are Brazos County Expo Complex, Hilton College Station & Conference Center, and Texas A&M Hotel and Conference Center.
  • Austin Convention Center, Palmer Events Center, and Travis County Exposition Center are some of the major convention centers or meeting locations in Austin, Texas.
  • George R. Brown Convention Center, Hilton Americas, and Marriott Marquis Convention Center Hotel are some of the convention centers or meeting locations in Houston, Texas.
  • In DFW, Texas, some convention centers or meeting locations are Kay Bailey Hutchison Convention Center Dallas, Omni Dallas Hotel, and Fort Worth Convention Center.

Research Strategy

To determine the average annual business visitation in the requested places, we started our research by looking through official websites of tourism-related government agencies. However, after exhaustive research, the information we found was the total annual visitors. We tried looking for the percentage of the people visiting the said places for business purposes to calculate the average annual business visitation; however, this data point is also not publicly available. However, we found that tourism-related government agencies publish hotel room bookings generated from meetings and conferences in the area, so we used these figures as proxy data, since we can assume that these people come into the said places for business purposes. For Bryan-College Station, Texas, the information we used was from a 2016 report since we could not find a more recent version of this document or a recent press release or media coverage about it. We entered the hotel room bookings generated from conferences and meetings in column B of the attached spreadsheet as the average annual business visitation.

Next, to provide the top three convention centers or meeting locations, we looked into the official tourism websites of each of these places. The goal was to collate the lists and rank the locations according to the number of annual visitors. However, what was found on these official tourism websites was just general information about the business environment in the areas as well as an alphabetical list of all convention centers and meeting locations. After an initial search, we determined that only a few of these convention centers and meeting locations published the number of their annual visitors, so we did not proceed with this strategy. We then changed our strategy and looked for business reports on top meeting or convention locations in these places. We found a press release from Cvent, a market-leading meeting, events, and hospitality technology provider. They released an annual list of the top meeting destinations for meetings and events worldwide, so we used their list in providing the top three convention centers or meeting locations in each of the requested places.

Lastly, to determine what each location advertises as business-specific amenities and differentiators, we looked into the individual profiles of the locations as provided by Cvent as well as from official tourism websites and collated the results. Our findings have been entered in the spreadsheet attached.
Part
05
of eight
Part
05

Bryan/College Station TX - Demographics

While we were unable to find data on the demographics of people visiting Bryan/College Station, Texas, our research revealed that about 84% of tourists visiting the place are from Texas. This suggests that the population is predominantly white, almost equally divided between both genders, and have a median household income of $59,206. We have also provided an overview on the attached spreadsheet as requested.

Helpful Findings

Age

Gender

  • The percentage of the population that is female in Texas is 50.4%.
  • The percentage of the population that is male in Texas is 49.6%.

Race

  • The percentage of Whites (in combination with other races) in Texas is 73.1%, while Whites alone is about 41.9%.
  • The percentage of Blacks or African America in Texas is 12%.
  • The percentage of Hispanic or Latino (of any race) is 32%.
  • The percentage of Asians is 3.1%.

Education Level

  • The percentage of people older than 25 years that graduated from high school or higher is 82.8%.
  • The percentage of people older than 25 years that have a bachelor's degree or higher is 28.7%.
  • The percentage of people older than 25 years with no education is 2%.
  • The percentage of people older than 25 years with no high school education is 6.9%.
  • The percentage of people older than 25 years with some high school education is 8.8%.

Income Level

Research Strategy

To understand the demographics of people visiting Bryan/College Station, Texas, we extensively searched media, industry, statistics, and related government databases for the information. We searched sources such as The Eagle, Kags TV, Insite Brazos Valley, Census Bureau, Data USA, Lib Guides, Bryantx.gov, among others. However, we were unable to find the data on the demographics of visitors in the area. Our search only revealed data on the demographics of the city and information showing that tourism generated over $523 million for the community.

Next, we tried to search for specific tourists attractions in the states and any report that mentioned the demography or characteristics of people that attended any of the popular tourist attraction. Our goal was to use this information to triangulate for the whole state. We searched for this information in similar sources as above. While we found several tourist attractions we were unable to find demographic data on typical visitors for any of the events, conventions, or sports.

Our research thus far revealed that hotels and restaurants are the biggest benefactors of the tourism industry in Brayan Station, hence, we also searched for information on the characteristics/demographic traits of hotel guests in the city. In addition to the above sources, we also searched hotel-related publications and databases in the city such as the Brazos Valley Lodging Association and Brazos Valley Hospitality Clubs & Associations. However, we were unable to find the data either.

We tried to expand our search in all directions above for even data older than the Wonder standard of two years, but our search was mostly fruitless. However, we came across an Audit of the Bryan-College Station Convention & Visitors Bureau published in 2016 that revealed that 84% of visitors to Bryan-College Station were from Texas.

Given the general lack of publicly available data on the demographics of visitors to the state, we decided to provide the demographics of people in Texas as an alternative since they make up 84% of the total visitors to the area.
Part
06
of eight
Part
06

Waco TX - Demographics

Tourists to Waco, Texas are mostly white males aged 49.8 years old with at least a high school diploma. They are mostly employed with an average annual household income of $97,203. These and other findings are outlined below and encoded in row 3 column C of the attached spreadsheet.

Waco, Texas Tourist Demographics

Texan vs Non-Texan Tourists to Waco

Texas Demographics

Research Strategy

While the latest Texas tourist profile report provided most of the requested demographic information, it gave no data on tourists' race and income levels. Nevertheless, the report stated that tourists to the Waco Metropolitan Statistical Area (MSA) were mostly from within Texas (70%). We therefore used the population demographic data for Texas from Census.gov and the state website to triangulate the remaining information. These are outlined above and encoded in row 3 column C of the attached spreadsheet.
Part
07
of eight
Part
07

Lubbock, TX - Demographics

After looking through research reports and articles from various credible websites, as well as employing different strategies, a demographic of people visiting Lubbock, Texas could not be identified. Below are some findings that may be helpful, as well as the methodology used for this research. The spreadsheet for this request has also been attached.

Helpful Findings:

  • In January 2016, the American Wind Power Center, a popular attraction in Lubbock, was visited by 270 people from the United States and 2 people from outside of the US.
  • Of the 270 people from the US who visited the American Wind Power Center in January 2016, 100 were from states other than Texas.
  • 81.6% of people from the US who visit the Panhandle Plains Region of Texas, which includes Lubbock, do so for leisure.
  • 5.96 million people visited Lubbock in 2016. During that same year, visitor spending reached USD 751 million.
  • USD 558.7 million of this was spent on entertainment, shopping, and dining.

Research Strategy:

To determine the demographics of people visiting Lubbock, Texas, we looked into research reports from sources such as government websites that may reveal insights into this. We looked into the Visit Lubbock site as this is the tourism website for Lubbock, however, no relevant information could be gathered from there. Further searching revealed that a Texas Tourism Region and MSA Visitor Profile for 2016 exists, however, only parts of it can be found in the public domain and they do not contain information for Lubbock. We attempted to look into news articles from credible sites for insights relevant to this request. We were able to find that in January 2016, the American Wind Power Center, a popular attraction in Lubbock, had 270 visitors from the US and 2 from foreign countries. Of the 270, 100 were from outside of Texas. While these are helpful findings, they are not sufficient to make a demographic profile of the visitors of Lubbock.

Our next strategy was to look into the visitor demographics of popular attractions in Lubbock. This is under the assumption that most people visiting the area would be going to these attractions. We were able to gain some insights into the visitor profile of the American Wind Power Center, however, more data is needed to make a proper demographic profile. We, therefore, attempted to look into visitor profiles of attractions included in the online visitor's guide found on the official Lubbock tourism website. This included attractions such as the Buddy Holly Center and the National Ranching Heritage Center. We looked into news articles and research reports to find relevant insights for this strategy. We were able to find an article that talks about the different attractions in Lubbock, however, no article that gives relevant information could be found. We also attempted to look into the demographic of the visitors of the attraction's websites, however, not all the attractions have websites and those that do have websites yielded insufficient data from website analytical tools such as SimilarWeb.

We were able to find that the city of Lubbock is in the Panhandle Plains region of Texas, therefore, our final attempt was to look into the profile of visitors in this region since we can assume that the demographics for these visitors would not be too different from the demographics of the visitors of Lubbock. We looked into reports and articles that might give us insight into this. We were able to find that 39,600 jobs from this region are supported by tourism spending, however, no information relevant to this request could be found.
Part
08
of eight
Part
08

Georgetown, TX - Demographics

After extensive research, information on the demographics of people visiting Georgetown, TX, was not found. Hence, have marked N/A in the row 5 column C of the attached spreadsheet. Some useful information related to the area has been presented below.

USEFUL FINDINGS

  • visitors spending of Georgetown in 2017 was $98 million with a total state and local tax revenue of $2.3 million collected from visitors.
  • Georgetown is one of the cities in Willamson county and one of the largest suburb region of Austin-Round Rock, TX (Hill county region).
  • "The Hill Country tourism region contains 25 counties and includes one prominent MSA: Austin-Round Rock. This region saw an increase in total tourism spending in 2018 by +8.4%. Travelers to this region engage in a range of tourism activities, including Parks, Nightlife, Culinary/Dining Experiences, Historic Sites, Live Music, and Shopping. "
  • The Austin-Round Rock MSA is the region that makes the Hill Country Tourism Region. The share of the region in-state travel is 9.6%, with 50.27 million visitors in 2016.
  • The average age of visitors to the Austin-Round Rock MSA region is 45.2 years, while the average household income is $99,567.
  • The percentage of visitors to the Austin-Round Rock MSA region who are employed is 76.2%, while 11.9% are not employed. Out of the total, 11.9% of visitors are retired.
  • The percentage of visitors to the Austin-Round Rock MSA region who are married is 61.1%, while 30.9% have never married, and 7.9% have divorced/widowed. 33.1% of visitors have children in their household, while 66.9% doesn't have children.

ADDITIONAL INFORMATION

  • Georgetown is known for its historic landmarks, the square, local winery, and shopping options. It is a vibrant city, even though it has not experienced rapid growth like areas such as Round Rock.
  • According to the news article by Austin CBS, "Pflugerville, Georgetown, and Cedar Park are among the fastest-growing cities in the United States, according to the Census Bureau. Georgetown came in at number six, growing to 70,685 people for a bump of 5.4 percent."
  • Georgetown is widely celebrated during its Red Poppy Festival, which attracts 30,000 visitors annually. Inner Space Cavern is a popular location in the area along with 200-year old oak trees at Georgetown’s parks. The city provides activities such as golf, shopping, arts, entertainment, and culture for its visitors.
  • Innerspace Cavern is one of the top attractions in the region, of Georgetown and is considered by visitors from age 4-12 years for cave tours and scouting activities.
  • The official website of the Georgetown shares insights on the tourist locations and details on the Convention and Visitors Bureau of the region.

Research Strategy:

STRATEGY -1

To obtain information on the demographics of people visiting Georgetown, we looked into research reports from sources such as government websites. We looked into the reports and resources available on the official tourism website for Georgetown, along with referring to the related county and WSA region. However, no relevant information related to the demographics of people visiting Georgetown could be gathered, as most of the insights available were related to the region's annual visitor spending in 2017 ($98M), information on the key tourist attraction places in the region, and popularity of Red Poppy Festival.

STRATEGY -2

Next, we attempted to triangulate the information based on the report published by the Office of the Governor, Economic Development and Tourism Division of Texas (2016 was the latest report available) which shared data on the Hill Country tourism and visitors profile and Austin-Round Rock MSA being the largest part of the region. Through this report, we tried to evaluate the percent share of the visitors from the Georgetown/Williamson County to identify if the region is the prominent region, then the visitor's profile can be correlated.

The report, however, shared the overall insights on the demographic profile of the visitors to the Austin-Round Rock MSA region, but no information on the bifurcation based on per region of this MSA was provided, which could support to evaluate the visitors contributing from the Georgetown region. Additional attempt to identify the market share was made by referring to geographical reports from proximity one and travel Texas statistics, but no relevant information could be found as most of the insights stated the regions overall tourism statistics for Hill county region which contains 25 counties and includes one prominent MSA: Austin-Round Rock.

STRATEGY -3

Additionally, an attempt to identify the information was made by referring to the visitor demographics of popular attractions in the region, assuming that most people visiting the area would be going to these attractions. For the same, we attempted to research through various visitor profiles of prime attractions of the region, including Innerspace Caverns, Georgetown visitors convention, and others. Also, relevant news articles from the region, which could be sharing certain insights on tourism in the region such as CBS Austin, Austin relocation guide, newsbreak, hellogeorgetown, and others were exhaustively researched, to find the required information.

However, this search too did not render required information and most of the information available shared stories on the city's progress as compared to other regions in Round rock along it is ranked among the fastest-growing cities in the United States, according to the Census Bureau and insights on the top tour options available to visitors in the tourist locations of Georgetown Texas. Hence, have marked N/A in the row 5 column C of the attached spreadsheet.
Sources
Sources

From Part 01
From Part 02
Quotes
  • "A favorite among locals and visitors alike is the First Friday Art Trail (FFAT). For an up-close look at the arts scene in West Texas, the first Friday of every month, rain or shine, offers a slew of art studios and local galleries open for artists and art lovers to appreciate."
From Part 06
Quotes
  • "(p.61) Waco, TX MSA Executive Summary Highlights of Visitors to the Waco MSA"
  • "(p.61) Average Age: 49.8 years Average Household Income: $97,203 Employment: Employed 69.1%, Retired 23.8%, Not Employed 7.1%"
  • "(p.65) Avg. Party Size (Adults and Children) - 1.7 persons One Male Only 38.3% One FemaleOnly 17.8%"
  • "(p.61) Texans generated 70.0% of Person-Days to the Waco, TX MSA; Non-Texans30.0% Top 3 Texan origin DMAs (Dallas-Fort Worth, Houston, Austin); Non-Texan DMAs (Jacksonville, FL, Charleston-Huntington, WV, Knoxville, TN)"
Quotes
  • "Age, Sex, and Race/Ethnicity for State and Counties 2018"
Quotes
  • "White alone, percent 78.8%"
  • "High school graduate or higher, percent of persons age 25 years+, 2013-2017 82.8%"
Quotes
  • "While struggling to stay warm, these visitors from Columbus, Ohio; Orlando, Florida; and Little Rock, Arkansas, to name a few hometowns, would have noticed a Waco Transit bus making special laps through downtown, and a Waco Tours van."
  • "A map where visitors are asked to mark their hometown shows visits from every U.S. state and countries all over the world, he said."
  • "I talked with people from New Zealand who were here to visit Magnolia and made it a point of visiting the Titanic exhibit, and on opening day, I know there were people here from Austin and Dallas who mentioned coming specifically for Titanic.”"