Herber Valley, Utah

Part
01
of twelve
Part
01

Heber Valley Visitor Psychographics: Outdoor Enthusiasts, Out-Of-State

Most out-of-state visitors to Utah come from California (13%), decide on their trip within a period of more than three months (39%), and book their trips online (67%).

After removing the amount spent on transportation, out-of-state visitors to Utah spend most of their money on lodging (37.6%) and most revenue earned according to Utah visitors' activities is from entertainment, including shopping, dining and amusement parks, among others (20%).

The highlighted activities and interests in the Heber Valley, Utah area include high mountains, horseback riding, fishing, hiking, golf and the beautiful scenery.

Methodology

We started our research by trying to find any publicly available information on outdoor enthusiasts who visit Heber Valley as tourists. We checked GoHeberValley.com, Heber Valley's official website, and looked through their annual reports, press releases, newsletters, surveys, articles, blog and other reports, but we were not able to find any such information. There was only information on the overall economy of Heber Valley and visitor numbers.

Next, we tried to triangulate the information by looking for surveys and reports on tourism in Utah and Herber City, as well as website traffic statistics. We checked Travel.utah.gov, Gardner, Tripadvisor, SimilarWeb, FlirtingWithTheGlobe and TheCultureTrip, among others.

From the annual report of Heber Valley Economic Development and the travel sites FlirtingWithTheGlobe and Trip Advisor, we found that Hebber Valley is one of the top attractions of visitors to Utah and is considered as "a paradise for golfers and outdoor adventure" enthusiasts. We also found two reports that provided insights on the out-of-state travelers to Utah. Lastly, on the website analytics site SimilarWeb, we were able to find the keywords and interests that led people to the Heber Valley website, and this provided us with insights on their hobbies.

Our findings are detailed below.

PSYCHOGRAPHIC PROFILE

BUYERS HABITS

According to the Utah TravelTrakAmerica Visitor Profile Report, most of the Out-of State visitors to Utah come from California (13%), and most of them take advantage of Utah’s many outdoor features, such as sightseeing (18%), visiting parks both state (15%) and national (27%), hiking (14%) and wildlife viewing (10%).

Out-of-state visitors rely heavily on online resources to book and plan their trips. They use the following methods to plan their trips:
  • Net offline - 70%
  • Own experience - 41%
  • Friends/relatives - 33%
  • Net online (including social networking) - 55%
  • Search engines - 31%
  • Social/ Commercial Networking Sources - 19%
  • Facebook - 7%
  • Travel provider website - 22%
  • Destination website - 17%
  • Online full service travel website - 12%

Booking, on the other hand, is done as follows by out-of-state visitors:
  • Net offline - 40%
  • Net online - 67%
  • Someone else booked - 7%
  • Travel provider website - 22%
  • Destination website - 17%
  • Online travel agency - 25%
  • Direct with destination - 16%
  • Direct with travel provider - 12%

Out-of-state visitors to Utah have long trip planning timelines. The decision is made as follows:
  • Within Two Weeks- 28%
  • 2 – 4 Weeks - 14%
  • 1 – 3 Months - 19%
  • 3+ Months - 39%

HOBBIES

According to the website traffic analysis site Similarweb, most visitors of the GoHeberValley site are searching for outdoor and sports activities, comprising organic search generated from keywords: "soldier hollow tubing"(37.06%); "Heber valley camp" (3.10%) and "snow shoe Heber Utah"(2.87%).

Their interests include skiing and ski sports.

The travel site FlirtingWithTheGlobe mentions Heber valley as "outdoor adventure paradise" for people who are interested in activities like water skiing, golfing, biking, fishing, hiking, ATV-riding and horseback riding.

SPENDING HABITS

According to the Gardner Utah Travel and Tourism report 2017, after removing the amount spent on transportation, out-of-state visitors to Utah spend their money as follows:
  • Lodging - 37.6%
  • Dining out - 33.6%
  • Shopping - 12.1%
  • Groceries - 6.6%
  • Other - 3.7%
  • Entertainment - 3.7%
  • Amenities (golf fees, spa, health club, ski passes, etc.) - 2.7%
The percentages of revenue earned according to Utah visitors' activities is as follows:
  • Entertainment (shopping/dining/amusement parks, etc.) - 20%
  • Adventure Sports - 15%
  • Parks and Gardens - 13%
  • Sightseeing - 13%
  • Nature/outdoor activities - 11%
  • Arts and culture - 10%
  • Sports and recreation - 9%
  • Family activities/reunion - 9%

VALUES

4 out of 5 out-of-state travelers go to Utah for leisure purposes. Nearly all of them drive, and they stay in Utah for 4 nights on average.

Nevada visitors are more likely to fly and fewer bring children. On the other hand, Montana visitors are the most likely to drive and Colorado visitors are the most likely to bring children.
Most out-of-state visitors are outdoor enthusiasts who exploit Utah’s many outdoor features especially sightseeing, visiting parks (both state and national), and visiting
historic sites.

INTERESTS

According to the Utah TravelTrakAmerica Visitor Profile Report, Utah's out-of-state visitors' interests are as follows:
National parks - 27%
Visiting relatives - 24%
Rural sightseeing - 18%
Shopping - 18%
State parks - 15%
Hike/Backpack/Canyoneer - 14%
Visiting friends - 11%
Wildlife viewing - 10%

On Trip Advisor, Heber Valley has a 4.5 star rating from visitors to this place and is ranked the second choice out of 9 things to do in Heber City. The highlighted activities and interests in the area include high mountains, horseback riding, fishing, hiking, golf and the beautiful scenery.

Part
02
of twelve
Part
02

Heber Valley Visitor Psychographics: Outdoor Enthusiasts, In-State

About 70% of outdoor enthusiasts use technology in their daily journey: they use smartphones to stay in touch, Facebook or Twitter to share their outdoor experiences, Youtube to find inspiration and learn new activities, and Google to find new places for next outdoor activities. On the other hand, one-in-ten Utah in-state visitors trust online/social media as a good source of information on brands, products, and services.
Below is an outline of the research strategies used to create a psychographic profile of the typical Utah-resident and outdoor enthusiast that visits the Heber Valley, Utah area as a tourist.

Methodology

In order to address the request, we have searched for the psychographic profile of an outdoor enthusiast that visits the Heber Valley, Utah area as a tourist. We hoped to find directly available information on this specific psychographic profile. We first checked if there were any consolidated psychographic reports that were available on Heber Valley official website and on marketing databases such as Ad Weekly, Adage, Martech Today, Marketing Land, Ad Exchanger, Recode, Sumo, and others. Also, we had hoped to find any compiled or partial psychographic reports on these sites. However, there were no psychographic reports that were available on these sites.
Then, we checked research resources such as Deloitte and PwC, and statistics sites such as Statista. We also searched through the public domain and databases such as Jstor for scholarly research articles and journals on the demographic. Our aim was to determine hobbies, habits, spending habits, and values of an outdoor enthusiast that visits the Heber Valley, Utah area as a tourist.
Next, we explored news resources such as Forbes and Reuters as well as Utah-based lifestyle blogs and magazines such as the Utah Stories and media resources including Salt Lake City's Weekly Newspaper. Again, none of the media resources had any information that was specific to the demographic.
Our third strategy was to expand the scope of our research to the west coast region and searched for the profiles of the people who fit the criteria. This strategy did not produce anything noteworthy.
We then decided to search for a profile for each part of the persona individually. We started by looking for information on Utah typical in-state tourist and outdoor enthusiast respectively. The goal of this strategy was to determine their hobbies, their habits, and their interests.
Given the lack of full psychographic reports that covered all the attributes of the required resident’s persona, we then tried to triangulate and build a consolidated psychographic profile based on the various statistics that we found. We hypothesized that by combining the relevant statistics found, we could cover the specified persona. We have also included some slightly outdated data points that were still relevant given the nature of this type of resident. The following section contained the statistics found that dealt separately with the attributes of the required persona.

Buyer's habits

Demographically, about half of outdoor enthusiasts are female, almost half are between 25 and 44 years old. This demographic group is willing to pay more for some product attributes like durability, quality, and comfort.

Outdoor enthusiasts shop with a purpose. Thus, 75% of them are shopping with intent for outdoor products. The channels through which they include "mass merchants, sporting goods chain stores, outdoor stores, and general online retailers." When they chose a retailer, price plays a major role, followed by selection, convenience, and products.

Habits

In-state visitors rely heavily on online resources to plan their trips. They use the following methods to plan their trips:
  • Net offline — 58%
  • Own experience — 40%
  • Friends/relatives — 28%
  • Net online — 33%
  • Search engines — 19%
  • Social/commercial networking sources — 9%
  • Facebook — 7%
  • Travel provider website — 5%
  • Destination website — 9%
  • Online full-service travel website (Expedia, Travelocity, etc.) — 5%

In addition, bookings are made through the following methods:
  • Net online — 49%
  • Travel provider website — 13%
  • Online travel agency — 23%
  • Destination website — 15%
  • Net offline — 48%
  • Direct with destination — 14%
  • Direct with travel provider — 22%
  • Someone else booked — 15%
Therefore, in order to find products and services, two out of three Utah visitors rely on online sources. Although many of these in-state visitors spend most of their time on social media with the aim to find opinions and advice on brands, services, and products. Also, one-in-ten Utah in-state visitors trust online/social media as a good source of information on brands, products, and services.

About 70% of outdoor enthusiasts use technology in their daily journey: they use smartphones to stay in touch, Facebook or Twitter to share their outdoor experiences, Youtube to find inspiration and learn new activities, and Google to find new places for next outdoor activities.

Hobbies and interests

About 88% of Utah in-state tourists came to Utah other regions for leisure while 4% visited other locations in the state for business. Among these leisure trips, 45% were to visit friends and relatives, 20% were for outdoor recreation, and 11% were for entertainment/sightsee.

Utah in-state tourists engaged in one of leading activities such as visiting relatives (33%), shopping (22%), visiting friends (13%), rural sightseeing (12%), hike/backpack/canyoneer (10%), visiting national parks (8%), visiting state parks (6%), and wildlife viewing (3%).
"Visitors flock to the largest Utah cities, regardless of where they live." However, in-state tourists tend to have trips to Salt Lake City (20%), Provo/Orem (19%), St George (17%), Logan (10%), and Cedar City (9%).

In addition, about 30% of outdoor enthusiasts are interested in trying new outdoor activities by "making a considerable effort to spend more time outdoors."

Spending habits

A Utah in-state tourist's spending categories included auto transportation ($498 million), public transportation ($129 million), lodging ($136 million), dining ($175 million), shopping/souvenirs ($114 million), groceries ($87million), entertainment/admissions ($53 million), amenities including golf fees and ski passes ($15 million), and other activities ($8 million). 

When transportation spending is removed, tourists from in-state spent the largest shares of spending on dining out (32.3%), lodging (25.1%), shopping (20.8%), and groceries (16.1%).

Values

Outdoor enthusiasts want to stay active in their lives so they are looking for ways to keep their activity levels stable even if they get older. "More than one-third of them report that they used to be more active, but they still see themselves as being active into old age."
Outdoor consumers are motivated to get more outdoor activities by a variety of different factors including spending time with family, "the positive benefits of sunshine and fresh air", and to have fun.

On the other hand, about 11-12% of outdoor consumers are facing some barriers including the cost of some outdoor activities and the amount of free time they have available.


Lastly, about 30% of outdoor enthusiasts are interested in trying new outdoor activities by "making a considerable effort to spend more time outdoors."
Part
03
of twelve
Part
03

Heber Valley Visitor Psychographics: Families, Out-Of State

The typical family that visits Heber Valley, Utah uses the internet frequently; is less likely to travel with children than intrastate tourists; and enjoys dining out, skiing, tubing, golf, concerts, rodeos, visiting historic sites and churches, and exploring rural areas. They typically fly, and book travel based on their own experience, but also value friends' and family's opinions. They are internet and tech-savvy, and they value family. They spend six times more than in-state travelers an preference outdoor activities. They are resourceful and take time to plan things

METHODOLOGY

Our research team initially conducted an advanced search of white papers and third party market research and business intelligence portals such as Statista, in hopes of finding any psychographic profiles. We also searched Heber Valley's annual reports, where we found many statistics, including that the Wasatch County Council allocated $50,000 to promote events and tourism in Heber Valley, resulting in 300,000 visitors to approximately 115 events. We learned that many of these visitors were those who enjoyed skiing, tubing, golf, concerts, rodeos and other special events.

Our second strategy was to search travel and tourism websites, as well as annual reports to include Garder's Annual Report. Upon searching the Garder's 2018 Annual Report, we were able to locate information regarding visitor spending habits, to help us create a psychographic profile. Unfortunately, this information was not enough to create a complete psychographic profile of the typical family that visits the Heber Valley, Utah area as tourists.

As a third strategy, we attempted to broaden the scope of the request and searched Utah visitor psychographics. We were able to locate a government report that provided the psychographic information on both intrastate and interstate demographics of Utah visitors. We focused our research to interstate travelers. Utah also had a higher number of tourists who traveled as families as compared to other states, but the number was lower for interstate travelers.

Our research team believes that since Heber Valley only has a population of 14,414 and is the listed as 49th most populated city in Utah, that it is possible that research may have not been conducted specific to Herber Valley, thus we have provided you with a profile of the typical family that leisurely traveled in Utah, that were also from Utah.

FINDINGS

 54% of Utah's tourists were out-of-state visitors.

According to a study by Gardner, intrastate travelers were less likely to travel with children and more likely to fly than intrastate tourists.

Gardner reported that, "the largest segment of nonresident travelers visited Utah to see friends and family and, although they spent the least amount of money per travel party size, they collectively spent the most money in Utah for overall visitors."

Interstate tourists also participated in outdoor activites more than intrastate visitors.

Interstate tourists spent six times more than intrastate tourists. They spent approximately $7.3 billion when traveling compared to $1.2 billion spent by interstate tourists.

Top spending categories included auto transportation ($1.94 billion), public transportation ($1.7 billion), lodging ($1.4 billion), dinning ($1.23 billion), shopping/ souvenirs ($465 million), groceries ($237 million), entertainment/ admissions ($134 million), amenities including golf fees and ski passes ($97 million) and other activities ($109 million). 

Hobbies of nonresident tourists include hiking, backpacking, golfing, skiing, exploring national monuments, visiting historic sites and churches and exploring scenic parks.

90% of out-of-state travelers reported they were extremely satisfied with their visit.

 35% of all visitors reported that the reason for that their visit was family activities or a reunion.

47% of all out-of state visitors took three months or longer to plan there trip to Utah. Out-of-state tourists also used more online resources when planning there trip than in-state tourists.

 79% of all out-of-state state leisure travelers report to heavily rely on the internet in daily lives, 49% use it as their main source of news and entertainment, and 27% report that most TV that they watch is on-line or demand TV programs.
Part
04
of twelve
Part
04

Heber Valley Visitor Psychographics: Families, In-State

The typical family that visits Heber Valley, Utah uses the internet frequently, is likely to travel with children, enjoys dining out, skiing, tubing, golf, concerts, rodeos and other special events. However, they partake in outdoor events less than out-of-state visitors. They typically book travel based on their own experience, but also value friends and family's opinions. They are internet and tech-savvy and they value family. They spend 6 times less than out-of state travelers.

METHODOLOGY

Our research team initially conducted an advanced search of white papers and third party market research and business intelligence portals such as Statista, in hopes of finding any psychographic profiles. We also searched Heber Valley's annual reports, where we found many statistics, including that the Wasatch County Council allocated $50,000 to promote events and tourism in Heber Valley, resulting in 300,000 visitors to approximately 115 events. We learned that many of these visitors were those who enjoyed skiing, tubing, golf, concerts, rodeos and other special events.

Our second strategy was to search travel and tourism websites, as well as annual reports to include Garder's Annual Report. Upon searching the Garder's 2018 Annual Report, we were able to locate information regarding visitor spending habits, to help us create a psychographic profile. Unfortunately, this information was not enough to create a complete psychographic profile of the typical family that visits the Heber Valley, Utah area as tourists.

As a third strategy, we attempted to broaden the scope of the request and searched Utah visitor psychographics. We were able to locate a government report that provided the psychographic information on both intrastate and interstate demographics of Utah visitors. We focused our research to intrastate travelers. Utah also had a higher number of tourists who traveled as families as compared to other states.

Our research team believes that since Heber Valley only has a population of 14,414 and is the listed as 49th most populated city in Utah, that it is possible that research may have not been conducted specific to Herber Valley. Thus, we have provided you with a profile of the typical family that leisurely traveled in Utah, that were also from Utah.

FINDINGS

46% of Utah's tourists were intrastate visitors.

According to a study by Gardner, intrastate travelers were more likely to travel with children and drive instead of fly than interstate travelers.

Intrastate tourist also gained interest in more activities to include visiting family, national and state park visitation, rural sightseeing, hiking, canyoneering, backpacking, golfing, and wildlife viewing than in previous years.

Intrastate tourists spent 6 times less than interstate tourists. They spent approximately $1.2 billion when traveling compared to $7.3 billion spent by interstate tourists.

Top spending categories included auto transportation ($498 million), public transportation ($129 million), lodging ($136 million), dinning ($175 million), shopping/ souvenirs ($114 million), groceries ($87million), entertainment/ admissions ($53 million), amenities including golf fees and ski passes ($15 million) and other activities ($8 million).

40% of intrastate travelers planned their trip based on personal experiences and 28% planned their trip based off of friends and relatives opinions. Only 7% reported that Facebook influenced there travel.

90% of in-state travelers reported to be extremely satisfied with their visit.

35% of all visitors reported that the reason for that their visit was family activities or a reunion.

80% of all in-state leisure travelers report to heavily rely on the internet in daily lives, 49% use it as their main source of news and entertainment, and 38% report that most TV that they watch is on-line or demand TV programs.
Part
05
of twelve
Part
05

Heber Valley Visitor Demographics: Outdoor Enthusiasts, Out-Of-State

The primary reason why people visit Heber Valley and the surrounding areas is for outdoor recreation, therefore, it is assumed the majority of visitors to the area seem to be outdoor enthusiasts. The average age of individuals visiting the Heber Valley area is in the mid-40s, and visitors largely skew to the Gen X and Millennial-aged generations. The Utah Office of Tourism reports that out-of-state visitors to Utah were 44% male in 2017. The majority of visitors to the area are Caucasian have income levels in the following brackets: $25,000-$49,999; $100,000-$149,999; and $150,000+. The majority of domestic, out-of-state visitors to the area come from California and other nearby states such as Colorado, Idaho, Nevada, Montana, and Arizona. A little less than half of the visitors to the area come with children. The most commonly reported number of children under the age of 16 are 1-3 children. Most visitors to the area either have had some college education or Bachelors degree.


methodology

In order to answer this request, extensive research was conducted across the Heber Valley Tourism and Economic Development website, local media and news articles, surveys and reports published by local organizations such as the University of Utah, surveys of visitors coming to areas near Heber Valley published by the Institute for Outdoor Recreation and Tourism, and the Utah Office of Tourism website. Initially, the focus of the research was placed on identifying surveys and reports that provided demographic statistics of the visitors/tourists coming to Heber Valley specifically. However, after extensive research across the aforementioned authorities on this topic, there does not appear to be any Heber Valley-specific data regarding the demographics of visitors to this location. For example, the official Heber Valley annual report from 2018 published by the Heber Valley Tourism and Economic Development department did not provide any breakdown of demographic data. This was also true of all the annual reports published by the department as far back as 2013.

During the research process, data from a local blog noted that the Heber Valley Tourism and Economic Development department had published a visitor survey in 2010. However, further research to locate the results of this survey proved futile because 1) there is no 2010 or 2011 annual report published on the HVTED website, and 2) although there appeared to be mention of this survey on the Utah government website, this link turned out to be dead. The Wayback Machine was used to find an archived version of this link, which was successfully located, however, it turned out the data presented here was not relevant to this demographics request.

Despite this lack of direct data concerning Heber Valley, a greater wealth of data was uncovered when the research scope was expanded to include data from the areas surrounding Heber Valley. Although this data was still quite limited overall, a couple of slightly out-dated (2015 and 2016) surveys regarding the demographics of visitors to areas surrounding Heber Valley were located. Despite the slightly out-of-date nature of these resources, the data contained within them was found to be quite detailed and useful for answering this request. Therefore, the data from these surveys have been used as a proxy under the assumption that Heber Valley likely receives similar types of visitor demographics as it's surrounding areas. In this respect, the 2014-2015 Central Wasatch Visitor Use Study published by the Institute for Outdoor Recreation and Tourism (IORT) was relied upon to help answer this request, along with a similar version of this survey conducted in 2015-2016.

In alignment with this, research was conducted in search of more updated statistics that would corroborate the findings of the two aforementioned surveys. This research path lead to a 2018 report titled 'The State of Utah's Travel and Tourism Industry' published by the University of Utah. Although this report provided insights on visitors to the state of Utah as a whole, the report noted that the Wasatch Front (the area where Heber Valley is located) has a majority share of the state's population (75.3%), and travelers come to the Wasatch Front primarily for skiing and outdoor recreation. Based on this information, the demographic data from this report on visitors to Utah as a whole was noted as being useful and relevant to this request, and therefore, this data was also used as a proxy to help answer this request. Furthermore, this report also cited that a majority of out-of-state domestic travelers to Utah come from California, which was another interesting parameter taken into account when deciding to use this data as a proxy.
Lastly, given that there appeared to be a much greater wealth of tourist demographic data available when the scope was expanded to include data about visitors to Utah as a whole, and the previously stated fact that the majority of the Utah population lives in the areas surrounding Heber Valley, data published by the Utah Office of Tourism in 2017 has also been included, as this data served to corroborate and add further detail to the findings form all the aforementioned surveys. Perhaps most interestingly, this survey included a breakdown of visitor demographics from specific nearby states, however, data on California specifically was not included in this survey.
A few other important aspects of this research to note are:

  • After exhaustive research using the strategies noted above, there did not appear to be any publicly available data regarding the homeownership status of visitors to the area, nor their employment status, nor the age of their children.

  • Some data was uncovered which discussed the number of children under the age of 16 and the number of people per household among those visiting the area, however, a further breakdown of the age of children visiting was not found to be publicly available. This is likely because data on children does not seem to be commonly requested across the surveys we analyzed, and also because most publicly available surveys on tourism to this are focused on respondents of adult age, therefore, the topic of children rarely comes up. Likewise, the topic of homeownership among visitors to Utah did not appear in any of the publicly available surveys analyzed for this request.

  • Although employment was also a factor not being analyzed by the noted tourism surveys, based on the average level of income, age, and level of education of the visitors to the area (as shown in detail below), it may be assumed that the majority of visitors to this area are most likely employed in some capacity.

AGE

A 2017 report published by the Utah Office of Tourism reports that the average age of the out-of-state visitor to Utah is 46-years-old. Likewise, a 2015 survey of the area around Herber Valley found that the vast majority of visitors were from the Gen X and Millennial generations, with most visitors having been born between 1963 and 1995. Only a very small minority of visitors were from the Baby Boomer generation. Visitors born after 1995 were not considered for this survey.

SEX

A 2017 report published by the Utah Office of Tourism reports that out-of-state visitors to Utah were 44% male in 2017, up from 29% male in 2016. Meanwhile, a 2015 visitor survey of the area around Herber Valley found that the sex of visitors was fairly equally split, with 49% being female, and 51% being male. A similar 2016 visitor survey found that 62% of visitors were male, and 38% were female.

INCOME LEVEL

A 2017 report published by the Utah Office of Tourism reports that the average income of the out-of-state visitor to Utah is around $84,600. In 2015, it was reported that visitors to areas around Herber Valley found a semi-even split of income distribution among survey respondents. The majority of respondents had income levels in the following brackets: $25,000-$49,999; $100,000-$149,999; and $150,000+. A similar 2016 visitor survey found that the majority of visitors had less than $25,000 per year (24%), while lower percentages had incomes in other brackets: $25,000-$49,999 (20%); $50,000-$74,999 (15%); $75,000-$99,999 (12%); $100,000-$149,999 (17%); and $150,000+ (11%).

RACE

A 2017 report published by the Utah Office of Tourism reports that 84% of visitors to Utah are Caucasian, 7% are African-American, and 8% are of "Spanish origin". In 2015, a visitor survey of the area around Herber Valley revealed the following visitor demographics: 98% white, 3% Asian, 1% American Indian / Alaska Native, 1% black, and less than 1% Native Hawaiian or other Pacific Islander. A similar 2016 survey found the racial demographics' breakdown to be the following: 95% white, 2% Asian, 0.3% American Indian / Alaska Native, 1% black, and 2% Native Hawaiian or other Pacific Islander.

LOCATION

A 2018 report provides the following shares of out-of-state domestic visitors to Utah: California (10%), Colorado (7%), Idaho (6%), Nevada (4%), Montana (3%), and Arizona (3%). The remaining share of visitors came from other states (22%). The 2018 report also provides a breakdown of the share of out-of-state international visitors to Utah: Canada (36%), China (11%), Germany (6%), France (5%), Mexico (4%), and Australia (4%,). The remaining 28% of out-of-state international visitors come from other countries.

Visitors from Colorado:

In 2017, visitors to Utah from Colorado had the following demographics: age (44-years-old), household income ($94,900), male (46%), married (63%), household with one person (13%), household with two people (40%), household with three people (47%), Caucasian (89%), African-American (2%), and "Spanish origin" (10%). (source 5)

Visitors from Arizona:

In 2017, visitors to Utah from Arizona had the following demographics: age (48-years-old), household income ($88,200), male (44%), married (65%), household with one person (15%), household with two people (41%), household with three people (44%), Caucasian (87%), African-American (3%), and "Spanish origin" (9%).

Visitors from Idaho:

In 2017, visitors to Utah from Idaho had the following demographics: age (47-years-old), household income ($79,700), male (41%), married (69%), household with one person (10%), household with two people (48%), household with three people (42%), Caucasian (93%), African-American (1%), and "Spanish origin" (4%).

Visitors from Wyoming:

In 2017, visitors to Utah from Wyoming had the following demographics: age (47-years-old), household income ($90,400), male (42%), married (64%), household with one person (12%), household with two people (44%), household with three people (44%), Caucasian (89%), African-American (3%), and "Spanish origin" (3%).

Visitors from Montana:

In 2017, visitors to Utah from Montana had the following demographics: age (48-years-old), household income ($76,600), male (39%), married (69%), household with one person (21%), household with two people (46%), household with three people (34%), Caucasian (91%), African-American (1%), and "Spanish origin" (2%).

Visitors from Nevada:

In 2017, visitors to Utah from Nevada had the following demographics: age (49-years-old), household income ($99,500), male (49%), married (62%), household with one person (16%), household with two people (42%), household with three people (42%), Caucasian (78%), African-American (4%), and "Spanish origin" (8%).

NUMBER of CHILDREN

A 2017 report published by the Utah Office of Tourism reports that 45% of visitors to Utah came from households with three or more people, which might suggest that these visitors have children. Thirty-nine percent of visitors had households of two people, and only 16% had a household of one. A 2016 visitor survey of the area around Herber Valley found that most visitors who were visiting with children under the age of 16 had between 1 and 3 children visiting with them in their group. The most commonly reported number was 1 child, followed by 2 children, and then 3. The least reported number of children in the visiting group were 5, 8, 9, and 13 children. The survey data did not go higher than 13 children.

LEVEL OF EDUCATION

A 2016 visitor survey of the area around Herber Valley found that most visitors had some college (25%), while lower percentages of visitors had no high school degree (8%), a high school degree or GED (19%), an associates degree (12%), a Bachelor's degree (22%), and an advanced degree such as a Master's or doctorate (14%).

MARRIAGE

A 2017 report published by the Utah Office of Tourism reports that 60% out-of-state visitors to Utah were married, down from 68% in 2016.
Part
06
of twelve
Part
06

Heber Valley Visitor Demographics: Outdoor Enthusiasts, In-State

A typical outdoor enthusiast from Utah that visits the Heber Valley, Utah area as a tourist is an employed white man between 25 and 44 (median age is 30) that makes $34,043 as annual average income and owns its home (most likely in Salt Lake County). Below is an outline of the research strategies used to create a demographic profile of the typical Utah-resident and outdoor enthusiast that visits the Heber Valley, Utah area as a tourist.

Methodology

Our first strategy was to find resources that directly and credibly provided the demographic profile of the typical Utah-resident and outdoor enthusiast that visits the Heber Valley, Utah area as a tourist. In attempting to locate this answer, we started by checking the Heber Valley official website with the aim to get any statistics on the typical visitor of Heber Valley. Also, we conducted exhaustive research through governmental databases/portals, outdoor industry experts’ websites, and tourism industry-related committees and associations. In pursuit of this strategy, we checked the Bureau of Labor Statistics (BLS), Census, Outdoor Industry, and Data USA among others.

However, direct insights into the demographic profile of these specific tourists were not found. We only got a detailed 2016-demographic analysis from Data USA for the state of Utah but nothing specific for outdoor enthusiast that visits the Heber Valley, Utah area as a tourist. In addition, we were able to locate two reports from Suburban Stats and World Population Review that gave us more insights into the demographics of Utah residents. Also, we found on Outdoor Industry a report from 2017 that detailed the demographics of a typical outdoor enthusiast in the United States.

Even after expanding the research and conducting exhaustive research across surveys and reports from trusted survey websites such as Survey Monkey and Question Pro, we were unable to locate any helpful data about the demographic profile of the typical Utah-resident and outdoor enthusiast that visits the Heber Valley, Utah area as a tourist. Therefore, there doesn't appear to be much data or professional research publicly available on this specific topic. However, we tried to find the requested data on credible market reports, Statistic portals/databases, and trusted media articles (such as Bloomberg, Statista, Deloitte, and IBIS World). None of the provided data gave us insights on the requested data. Lastly, this proved to be fruitless and only resulted in discovering that this information was not readily available online.

Next, we decided to change gears and use the information we found before to triangulate the requested profile. Despite a lack of data, we tried to triangulate the requested data by the demographic profile broken down by outdoor enthusiasts and typical Utah residents. In order to do so, we broke the research process down into two silos:

In one silo, we compiled the demographic profile for outdoor enthusiasts from the Outdoor Industry report. Then, in the second silo, we compiled the demographic profile for typical Utah residents using data from Suburban Stats and World Population Review.

Further, the Outdoor Industry report divided the outdoor enthusiasts by age ranges:
  • Age 6 to 24: 4.1 Billion Outdoor Outings and 83.8 Average Outings Per Participant.
  • Age 25 and more: 6.9 Billion Outdoor Outings and 72.8 Average Outings Per Participant.
Also, the report stated that among people aged more than 25, those aged 25-44 are participating more than those aged more than 44.

To determine which generation is more enthusiast to outdoor activities, we calculated the number of participants using this equation:
The number of participants = number of outings/average outings per participant.
Age 6 to 24: the number of participants = 4,100,000,000/83.8 = 48,926,014.
Age 25 and more: the number of participants = 6,900,000,000/72.8 = 94,780,219.
Therefore, one can say that a typical outdoor enthusiast is aged between 25 and 44.

Furthermore, using this information, we went through Utah residents’ demographics with the aim to find specific data for a resident aged between 25 and 44. This assumption led us to find the following demographics: age, sex, income level, race, employment, location, home ownership, number and age of children, and level of education.

Heber Valley Visitor Demographics: Outdoor Enthusiasts, In-State

  • Age: a typical outdoor enthusiast from Utah is aged between 25 and 44 with a median age of 30.3.

  • Sex: 49.7% of Utah residents are females and 50.3% are males. Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist is a man.

  • Level of education: A Utah resident aged more than 25 is more likely to be a high school graduate (22.82%) or have some college degree (26.76%). Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist has some college degree.

  • Income level: the average income for a Utah resident with a high school degree is $30,916. If he has some college degree, the average income is $34,043. Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist has an annual income of $34,043.

  • Race: "87.35% white, 4.7% other races, 2.6% two or more races, 2.2% Asian, 1.1% African American, and 2% natives of North America." Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist is a white.

  • Employment: 67.9% are in labor force participation, 64.8% is the employment rate, and 4.4% is the unemployment rate. Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist is an employed man.

  • Location: around 80% of Utah's residents live in the surroundings of Salt Lake County (1,135,649 people). Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist is from Salt Lake County.

  • Home-ownership: the home-ownership rate is 69.6%. A Utah resident (male or female) is more likely to be an owner than a renter. Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist is owns its house.

  • Number and age of children: the average family size is 3.14 (parents and one child). In addition, a couple from Utah that has one child, his child will be between 6 and 17 years old (126,416-the highest value). Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as a tourist has a child on average (if married).

Lastly, to wrap up, an outdoor enthusiast is a man between 25 and 44 years old with a median of 30 years old.
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Heber Valley Visitor Demographics: Families, Out-Of-State

The typical family that visits Heber Valley, Utah area as tourists is Cacuasian, mid-40s, married and traveling in groups of three or more. 56% of all visitors are from out-of-state, with 10% being from California.

METHODOLOGY

Our research team initially conducted an advanced search of white papers and third party market research and business intelligence portals such as Statista, in hopes of finding any demographic profiles. We also searched HeberValley's annual reports, where we found many statistics, including that the Wasatch County Council allocated $50,000 to promote events and tourism in Heber Valley, resulting in 300,000 visitors to approximately 115 events. Unfortunately, there was no demographic information listed that was specific to these 300,000 visitors

Our second strategy was to search travel and tourism websites, as well as annual reports to include Garder's Annual Report. Upon searching the Garder's 2018 Annual Report, we were able to locate numerous visitor statistics, such as population shares by Utah travel regions, visitor spending, and a breakdown of international visitors by country. Unfortunately, our results were fruitless in finding any information that would help us create a demographic profile of the typical family that visits the Heber Valley, Utah area as tourists.

As a third strategy, we attempted to broaden the scope of the request and searched Utah visitor demographics. We were able to locate a government report that provided the demographics on both intrastate and interstate demographics of Utah visitors. We focused our efforts on those traveling from different states. Utah also had a higher number of tourists who traveled as families as compared to other states. Although this report provided many demographics to include age, income, sex, maritial status, and race; we were unable to locate information regarding ages of children, level of education, and home ownership status.

Our research team believes that since Heber only has a population of 14,414 and is the listed as 49th most populated city in Utah, that it is possible that research may have not been conducted specific to Herber Valley, thus we have provided you with a profile of the typical family that visited Utah that were also from out-of state.

FINDINGS

According to a recent 2018 report, the average age of the leisure travel visiting Utah from out-of-state was 44 years old.

43% were male and 57% were female with an average household income of $82,900.

71% were married and 52% traveled in groups of three or more people. 90% were Caucasian, 6% Spanish, and 1% African American .

54% of all visitors were from out of state with 10% being from California, followed by 7% Colorado, 6% Idaho, 4% Nevada, Arizona 3%, Montana 3%, and 13% for all other states combined.
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Heber Valley Visitor Demographics: Families, In-State

A typical Utah-resident family that visits the Heber Valley, Utah area as tourists consists of only one child between 6 and 17 years old and a married white couple with an annual household income of $73,400 and owns its home (most likely in Salt Lake County). Below is an outline of the research strategies used to create a demographic profile of the typical Utah-resident families that visit the Heber Valley, Utah area as tourists.

Methodology

We started our research by trying to find resources that credibly and directly provided the demographic profile of the typical Utah-resident families that visit the Heber Valley, Utah area as tourists. In attempting to locate this answer, we started by checking the Heber Valley official website with the aim to get any statistics on the typical visitor of Heber Valley. Also, we conducted exhaustive research through governmental databases/portals and tourism industry-related committees and associations. In pursuit of this strategy, we checked the Bureau of Labor Statistics (BLS), Census, and Data USA among others.
However, direct insights into the demographic profile of these specific tourists were not found. We only got a detailed 2016-demographic analysis from Data USA for the state of Utah, but nothing specific for families that visit the Heber Valley, Utah area as tourists. In addition, we were able to locate two reports from Suburban Stats and World Population Review that gave us more insights into the demographics of Utah residents. Also, we found on Utah Travel a report from 2017 that detailed the demographics of a typical Utah visitor.
Even after expanding the research and conducting exhaustive research across surveys and reports from trusted survey websites such as Survey Monkey and Question Pro, we were unable to locate any helpful data about the demographic profile of the typical Utah-resident families that visit the Heber Valley, Utah area as tourists. Therefore, there doesn't appear to be much data or professional research publicly available on this specific topic. However, we tried to find the requested data on credible market reports, Statistic portals/databases, and trusted media articles (such as Bloomberg, Statista, Deloitte, and IBIS World). None of the provided data gave us insights on the requested data. It proved to be fruitless and only resulted in discovering that this information was not readily available online.
Next, we decided to change gears and use the information we found before to triangulate the requested profile by assuming that a Utah-resident family that visits the Heber Valley, Utah area as a tourist will have a similar demographic profile as typical Utah-resident family that visits Utah. In order to do so, we broke the research process down into two silos:
In one silo, we compiled the demographic profile for Utah visitors from the Utah Travel report. Then, in the second silo, we compiled the demographic profile for typical Utah resident families using data from Suburban Stats and World Population Review.
Further, the Utah Travel report provided the following information about a typical Utah in-state visitor:
  • Average Age: 42.
  • Average Household Income: $73,400.
  • Household Composition: 11% one person, 32% two persons, 57% three persons or more families.
  • Ethnicity: 92% Caucasian.
Given this data, we assumed that a typical Utah-resident family that visits Utah is Caucasian and has one or more child. Parents are aged 42 and make about $36,700 annually (assuming that man and woman are making similar annual incomes 73,400/2=36,700).
Furthermore, using this information, we went through Utah residents’ demographics with the aim to find specific data for a resident family where parents are Caucasian (e.g white) aged 42, have $73,400 as household income, have three or more members (parents with one or more children). This assumption led us to find the following demographics: age, sex, income level, race, employment, location, home ownership, number and age of children, and level of education.

HEBER VALLEY VISITOR DEMOGRAPHICS: FAMILIES, IN-STATE

  • Age: a typical Utah visitor is aged 42.
  • Sex: 49.7% of Utah residents are females and 50.3% are males. 57.3% of white people in Utah are married. Therefore, the parents in a typical family that visits the Heber Valley, Utah area as tourists are married.
  • Level of education: A Utah resident making $36,700 as annual income is more likely to have some college degree. Therefore, the parents in a typical family that visits the Heber Valley, Utah area as tourists have some college degree.
  • Income level: the average income for a Utah resident family is $73,400. Therefore, the typical outdoor enthusiast that visits the Heber Valley, Utah area as tourists has an annual household income of $73,400.
  • Race: 87.35% of Utah residents are white. Therefore, the typical families that visit the Heber Valley, Utah area as tourists are white.
  • Employment: 67.9% are in labor force participation, 64.8% is the employment rate, and 4.4% is the unemployment rate. Therefore, the parents in a typical family that visits the Heber Valley, Utah area as tourists are employed, men and women.
  • Location: around 80% of Utah's residents live in the surroundings of Salt Lake County (1,135,649 people). Therefore, the typical family that visits the Heber Valley, Utah area as tourists is from Salt Lake County.
  • Home-ownership: the home-ownership rate is 69.6%. A Utah resident (male or female) is more likely to be an owner than a renter. Therefore, the typical family that visits the Heber Valley, Utah area as tourists owns its house.
  • Number and age of children: the average family size is 3.14 (parents and one child). In addition, a couple from Utah that has one child, his child will be between 6 and 17 years old. Therefore, the typical family that visits the Heber Valley, Utah area as tourists has a child on average.

Lastly, to wrap up, a married couple that visits Utah is white and aged 42 years old.
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Heber Valley, Utah Competitors, Part 4

Sundance Resort relies on several marketing strategies such as YouTube videos and social media. Canyonlands National Park, on the other hand, focuses more on events. The park also leverages social media as a marketing strategy.

Although our focus was on digital marketing tactics leveraged by Sundance and Canyonlands National Park, we have also included non-digital marketing tactics that were announced or featured on social media. A thorough overview of digital marketing tactics by Sundance and Canyonlands has been provided in columns F to G, row 8 of the attached spreadsheet.

SUNDANCE, UTAH

Sundance Mountain Resort mainly leverages digital marketing campaigns and social media for marketing and advertising. In 2017, the company won the SAMY (Sales & Marketer of the Year) award for its digital marketing campaign, which was rolled out in 2015. With the help of Penna Power, a marketing agency, Sundance developed a series of videos titled "Create Your Story." These videos featured individuals telling iconic stories about Sundance. Steven Hyuman, a US Ski Team member, talked about "finding his passion for skiing on its slopes." The primary aim of this campaign was to expand brand recognition. Sundance tapped into people's emotions with this campaign, which led to a 6% increase in lodging sales.

Sundance has released several videos on YouTube showing off its views and other offerings. Its most recent video was released in 2016 and showcased drone-like views of beaches, pools, and hotels. The video has since garnered almost 22,000 views. On Instagram, Sundance Resort has 32,379 followers and describes itself as a place where nature, culture, and art come together. Stunning photos of people skiing, food, and snow are published on this social media platform. Similar pictures are published on Facebook - where the brand has over 34,000 followers and a 4.8 rating (out of 5) - and on Twitter where it has 10,000 followers. Through the pictures and comments on these social media platforms, it appears Sundance Resorts targets tourists who are enthusiastic about skiing.

Sundance also partners with different entities to set up events that bring in more people. It partnered with Utah Valley University for a biblical musical at the Sundance Outdoor Amphitheater titled "Joseph and the Amazing Technicolor Dreamcoat." Annually, Sundance partners with Sundance Music Festival, an event that showcases independent film and theater storytellers, which is another strategy to increase the number of visitors at the resort. In addition. Sundance Mountain Resort organizes kids camp every summer. A lot of parents enroll their children in this "active nature camp."

Canyonlands National Park, Utah

Canyonlands National Park is known for having some of the best hiking trails and offering breathtaking views. It mainly makes use of social media for marketing. There are also a lot of events that take place at Canyonlands National Park, which lead to more visitors, most of whom enjoy its views and end up going back. Annually, there is a farmer's market at Canyonlands National Park that runs for over three months. There are also several music festivals and exhibitions that take place at the park.

On Instagram, Canyonlands has over 74,000 followers and publishes impressive pictures of its views. In 2016, the park organized an "Instameet." The aim was to invite people to take pictures of the park and meet other individuals from Instagram. People who were at Instameet were encouraged to post pictures on Instagram using several hashtags such as #findyourpark, #findyourparkinstameet, and #nps100. The find your park hashtag now has over 1.6 million posts while nps 100 has about 309,000 posts. These hashtags reveal several pictures of Canyonlands National Park.

Canyonlands has more than 200,000 pictures on Facebook. On the platform, it publishes videos and pictures of its breathtaking views. On Twitter, the park has 59,509 followers. Its pictures on Instagram and Facebook are mirrored on this platform. These pictures pique the interest of its followers which leads to more visitors. Canyonlands specifically targets hikers around the world.
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Heber Valley, Utah Competitors, Part 3

A comparison of the digital marketing tactics of Heber Valley, Park City, and Huntsville, Utah has been provided on rows 8-9, columns C-E of the attached spreadsheet.

Summary of findings

Heber Valley leverage several digital channels such as TV, radio, content creation, and social media posts to market themselves as a tourist destination to their target audience which is specifically residents in "Utah (Wasatch front), California (L.A. County and Orange County), and Texas (Dallas metro area)." Their marketing message is "Families that Play Together, Stay Together, Stay Longer, and Play Harder in Utah’s Winter Wonderland".

Park City's tagline is 'Winter's Favorite Town'. To reach their target audience, they adopt several digital strategies such as TV promotions, content creation, and social media posts to reach out to both their local and international target audience.

However, marketing information on Huntsville could not be gathered. We first searched on their website for any information on their marketing strategies but could not find any relevant information. Their official website only provides information on what they offer and no specific information on their marketing efforts, messaging, or tagline was available. Next, we searched for their official social media pages. We found only their official Facebook page, which basically serves as a channel for them to disseminate information to their visitors who might be facing one challenge with their facility or the other. There was no clear messaging on their posts that brands them as a tourism destination to potential tourists. Furthermore, we searched for their annual reports. While the most recent available report was for 2015 and contains reports on their general expenses and budget, there was no mention of their digital market efforts on reaching any targeted audience. We have entered N/A in the corresponding cell on the attached spreadsheet.

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Heber Valley, Utah Competitors, Part 2

Canyonlands National Park in Utah is almost similar to Heber Valley in terms of population and attractions. Canyonlands has around 776,218 visitors per year that visit the park's top attractions such as the Grandview Overlook, the Mesa Arch, The Needles District, the Upheaval Dome Overlook, and the Peekaboo Trail. All the available requested information for Sundance and Canyonlands were inputted into the linked spreadsheet, within rows 1 to 7, and under columns F to G.

Heber Valley, Utah Competitors

We began this research by looking for the additional competitor of Heber Valley in Utah. We have looked for this information in Utah travel sites such as Utah Valley, Travel Utah, and other similar sources. Based on this search approach, we found several potential areas that can compete with Heber Valley. We then narrowed down the list by selecting the area with almost the same population and attractions as Heber Valley. We then came up with Canyonlands as the fifth competitor.
We then looked for the additional data required for Sundance and Canyonlands National Park, such as the annual number of visitors, the visitor demographics, top attractions, and visitor perceptions. We hoped to find this information as we looked in the official webpages of Sundance and Canyonlands, relevant travel, and tourism-related reports, travel review sites, government tourism sites, and other relevant sources. Based on this search approach, we were able to find Canyonlands and Sundance's attractions and some visitor perceptions, and Canyonland's annual number of visitors for the year 2016. Since this is the latest data available in the Utah government sites, we have decided to use Canyonlands' number of visitors. However, we were not able to find Sundance's annual number of visitors and the visitor demographics specific to both parks.
We then tried to find relevant statistics such as the occupancy rate, number of rooms, and other related data for Sundance that we might be able to use to determine the annual number of visitors of this resort in its official site and specific tourism reports for major resorts in the state. However, we were not able to find these relevant data. What we found are general travel statistics to Utah's tourism sites.
We then searched for overall industry or state travel reports in order to determine if we can find the annual number of visitors to Utah and the breakdown of the number of visitors for each city or county. We have planned to use this to triangulate the information for Sundance. However, there were no relevant statistics found that can be used to calculate the annual number of visitors of Sundance.
Our search above also yielded an overall demographics report for the state of Utah. We tried to look through the report to look for a more detailed breakdown of the demographics for Canyonlands and Sundance but this data was not available.
We also tried to extrapolate from the pictures in the websites of Sundance and Canyonlands to check if we can build a demographic profile. However, the information in the sites and in the reports found was not enough to triangulate the demographics data that are specific for the two resorts.
We then changed our approach by checking for any specific survey results for Canyonlands and Sundance. However, we were not able to find any relevant survey reports. What we found are general review responses that came from several visitors with incomplete profiles. Hence, we were not able to derive the demographics due to insufficient data.
Given this lack of specific information, we have decided to use the overall travel demographic report for Utah visitors.
As for the main attractions of Sundance and Canyonlands, we were not able to find the ranked list of attractions based on the number of visitors using the search strategies that were stated above. What we found from the general Utah travel report was that parks and outdoor activities were the main attractions that visitors to Utah typically seek. Hence, we have chosen the parks and outdoor attractions of Sundance and Canyonlands.
The following are the available information found for Sundance and Canyonlands:

SUNDANCE

Sundance's top attractions were the following: "Stewart Falls, Sundance Mountain Outfitters, Sundance Scenic Lift Rides, Sundance Skiing and Snowboarding, Sundance Summer Theater, and Sundance ZipTour."
The visitors' perception of Sundance were more focused on the beautiful views as inferred from the following reviews: (1)"Exceptional! This place rocks!;" (2) "Amazing views from chairlift!;" (3) "Alpine setting and understated excellence!;" (4)"Amazing atmosphere, excellent service, highly recommend!;" (5)"Summer in the mountains at a top-notch resort. What's not to like?;" and (6) "The location - at the foot of Mt. Timpanogos - is spectacular. The rooms are as advertised - rustic chic. The staff is warm and efficient. Activities abound."

Canyonlands National Park (Utah)

Canyonlands has around 776,218 annual visitors. The park's top attractions include the following: "the Grandview Overlook, the Mesa Arch, The Needles District, the Upheaval Dome Overlook, and the Peekaboo Trail."
The visitors' perception of Canyonlandswere more focused on the grandeur of the canyons as inferred from the following comments: (1) "Makes the Grand Canyon look like a sinkhole compared to this;" (2) "Awesome place to hike;" (3)"Incredible views!;" (4) "Remarkable canyon!;" and (5) "The park was great with easy hikes and amazing overlooks!"

GENERAL UTAH DEMOGRAPHICS

The average age of the visitors to Utah is 44 years old. Fifty-eight percent of the visitors to the state are females while 42% are males. The breakdown of the domestic state of origins of the visitors to Utah were as follows: Utah 46%, California 13%, Idaho 9%, Colorado 6%, Nevada 5%, Texas 5%, and Arizona 4%. As for the international country of origins, the following tops the list: Canada 35.6%, China 11.2%, and Germany 5.6%. With regard to the ethnicity of the visitors, the following is the breakdown: 90% Caucasian, 6% Hispanic, and 1% African-American. The average income of the visitors was around $82,400. Meanwhile, the average party size was three. Seventy-one percent of the visitors were married, 38% traveled as a couple, and 32% traveled with children.

All the available requested information for Sundance and Canyonlands were entered into the linked spreadsheet, within rows 1 to 7, and under columns F to G.
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Heber Valley, Utah Competitors, Part 1

Extensive research on Heber Valley, Park City and Huntsville, Utah revealed varying information on visitor statistics and demographics. Across all three areas, popular reasons for visiting were outdoor recreation and scenery. The most out-of-state visitors to Utah tourist destinations are from California, and visitors are predominantly in their mid-40s and Caucasian. The attached spreadsheet has been completed as requested, and below we discuss our findings in detail.

research strategy

We began by researching the official websites for Heber Valley, Park City and Huntsville, Utah to check for official information on tourism and visitor statistics. What we found is that the information gathered and reported varies greatly and is not always compiled in the format needed for this research. Heber Valley, for example, gives information on event attendees, state park visitors and tourist tax revenue but not absolute visitor statistics or demographics. Huntsville, on the other hand, is a very small town and does not even have an official tourism board or organization. Instead, the town is part of the wider Ogden Valley area of Utah, whose tourism website we had to turn to find any data at all. Park City, as a larger area and attraction, does compile more in-depth information on tourism and demographics but not on a frequent basis.

None of the locations covered in this research reported one figure for the estimated number of total annual visitors. We utilized the official websites for each entity, as well as state reports, press releases and news articles about each area. Some places only reported the number of event attendees, where others calculated overnight visitors only. This could be because it is difficult to calculate visitor figures across a broad geographic area that includes multiple attractions operated by multiple companies. Furthermore, the state of Utah gathers robust data on the overall state tourism but does not attempt to separate out visitor statistics by area. After extensive research, we were forced to report what information was available in various formats for each area.

Furthermore, none of the areas broke out the most popular attractions by confirmed visitor numbers. Instead, all the areas either profiled the most popular attractions in their official reports or websites, and we were able to confirm this information by checking review websites for the most popular activities visitors to each area conducted. This gave us a robust picture of the top 3-5 attractions for visitors to each area.

Below we dive deep into what information we were able to find, what information we had to compile and synthesize from other sources and what information was unavailable.

Heber Valley

As previously stated, the Heber Valley Chamber of Commerce does not detail any absolute visitor numbers in their annual tourism report. They do state that events held in the area saw 300,000 attendees, the area saw $1.8 million in room tax revenue and local state parks reported a total of 1.2 million visitors. We then checked their official website and press releases for any data on the number of visitors or their demographics. This did not yield any additional information, nor did a broad press search looking for media coverage and in-depth articles on the area. We then attempted to triangulate possible visitor demographics from looking at visitor profiles of the GoHeberValley.com website, but neither Alexa nor SimilarWeb contained any useful information on visitor demographics except that they are predominantly from the US. We then found a report from the Utah Tourism Board on demographics of statewide visitors. In the absence of other data in the public domain, here are some helpful findings about overall visitors to the state of Utah.

Among out-of-state visitors, Californians were the largest portion with 13%. 9% were from Idaho, 6% from Colorado, 5% from Nevada, 5% from Texas and 4% from Arizona. Among international visitors, 35.6% were from Canada, 11.2% from China and 5.6% were from Germany. Four out of five total visitors to Utah were for leisure reasons. Most drive from neighboring areas and stay an average of four nights. Visitors tend to plan and book their visits online. The top three reasons for visiting Utah are to visit family, for entertainment/sightseeing and outdoor recreation. Utah visitors average travel party size is three persons. 38% of travelers visit in pairs and 35% travel with children. Their average age is 44 years old. The average income for Utah visitors is $82,400. 42% of visitors are male, 71% are married. Ethnically, Utah visitors are predominately Caucasian (90%), with only 6% identifying as Hispanic and 1% African-American. Detailed demographic data has been added to the spreadsheet, providing this Utah-wide information in lieu of data more specific to Heber Valley.

The Heber Valley report also named the area's most popular attractions as three local state parks, Soldier Hollow (2002 Olympic biathlon/cross-country skiing venue) and the Heber Valley Railroad.

Following the same strategy as above, we also looked for official visitor surveys or statements from visitors on what they like about Heber Valley. With no official information presented in this format, we then looked at a popular review website, synthesizing dozens of statements of what visitors enjoy about the area. The most common sentiments presented were:
- outdoor activities (huge variety, plenty to do)
- stunning scenery
- friendliness of people
- small town feel of Midway
- quieter/"quaint"/more intimate than Park City

PARK CITY

Park City has helpfully compiled robust visitor figures and demographic data for its area. Unfortunately, the numbers presented are outdated, from 2013 and 2014. We combed through the Park City website for more up-to-date numbers but none were available. Therefore, we decided it was better to present official figures that are slightly older than possibly less-accurate numbers from an unauthorized source. In 2015, Park City had 456,408 overnight visitors. The report splits demographic information between winter and summer visitors, but broad trends include an average age in the mid-40s, California being the most popular external state of origin and most visitors were married. Winter visitors tended to be wealthier (20% had incomes between $100,000-149,999) and stay longer (6.7 nights, as opposed to 5.43 nights for summer visitors). Winter visitors were also more likely to stay in a condo/vacation home (33%), whereas summer visitors preferred hotels (47%). Detailed information on Park City visitor demographics has been added to the spreadsheet.

Using several other sources and the survey data discussed above, we discovered that Park City's most popular attractions are Park City Mountain, Deer Valley and Utah Olympic Park. These three cover almost all the top activities profiled in the demographic survey.
Similar to Heber Valley, we could not find any official visitor survey statements on what people liked about Park City. Therefore, we used comments on review websites to synthesize that Park City visitors enjoy:
- the size (big, which means lots to do)
- good hotels/accommodations
- beautiful scenery
- activities for kids

HUNTSVILLE

Huntsville, UT is a very small town with no official tourism board or organization. Instead, the town is part of the wider Ogden Valley area of Utah. Ogden Valley Recreation lists its top attractions as Snowbasin Resort, Nordic Valley Resort, Wolf Creek Resort, Pineview Reservoir and Powder Mountain Winter Resort. Some of these are seasonal only.

Ogden Valley recreational does not gather or report visitor statistics anywhere in its reports on its website. Event attendance for the area was 30,000 in 2017, and the area saw $250.6 million in direct travel spend. Similar to Heber Valley, we then checked press releases, media articles and an extensive search of the official website for any stated visitor numbers or demographics. Utah's State of Tourism Report for 2018 does not give individual area breakdowns, and while we know Ogden Valley accounted for 9% of all Utah-based destinations, it is not stated how many visitors this translates to.

For demographic information, we also turned to analytics websites like Alexa and SimilarWeb, but neither of them contained information on the gender, income, etc of visitors to the Ogden Valley tourism website. Therefore, we decided to use the Utah-wide statistics in the spreadsheet. Detailed demographic data has been added to the spreadsheet, providing this Utah-wide information in lieu of data more specific to Ogden Valley.

Neither Huntsville nor Ogden Valley have general pages on popular review websites like TripAdvisor or Yelp. Instead, reviews are set up for individual attractions, which was not useful for gaining an overall feel for what attracts visitors to the area. Instead, we utilized profile articles to get an idea for why people like to visit Ogden Valley:
- rich history
- lots of recreational options
- art galleries and museums/local culture
- nightlife
Sources
Sources

From Part 12