NC Cities Analysis

Part
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Part
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Digital Marketing Tactics - Raleigh, NC

Web design, social media marketing, digital influencers, electronic presentation materials, and targeted email marketing are some digital marketing tactics that is used in Raleigh. NC to increase visitors to the area.

Web Design

  • Raleigh, N. C, has a comprehensive website uniquely designed website to attract visitors to the city.
  • The messaging on the website is inviting from the onset. The website’s first message is “visit Raleigh.”
  • The official tourism site has various sections that show different amenities such as events, places to stay, and things to do, among others.
  • The website also has exciting photos of places like parks and other attractions that visitors would be interested in.

Social Media Marketing

  • According to the visit Raleigh’s business plan for 2018-2019, the administration plans to enact a GRCVB/GRSA social media marketing strategy that focuses on engagement and networking on social media platforms.
  • The plan also outlines a strategy to leverage social conversations, brand ambassadorship, and shareable imagery that are all geared towards positioning Raleigh ahead of its peer destinations in these areas.
  • Raleigh is present on various social media platforms, including on Twitter, Facebook, Instagram, and YouTube.
  • One video that was posted on Facebook and YouTube indicates demonstrates why people should visit Raleigh, NC. The video has testimonials from individuals who have experienced the goodness of the city.

Digital Influencers

  • As outlined in the Business Plan 2018-2019, the city’s strategy is to work with digital influencers to build presence, create content, and build awareness in the online community. ‘
  • Inclusion of the digital influencers is done in collaboration with the Public Relations Department, to ensure that more people across social media and other online channels are reached with relevant information and be attracted to the city.

Email Marketing (E-newsletter)

  • The Business Plan also outlines the city’s strategy to make use of email marketing to attract visitors to the area, including a periodic e-newsletter that contains information on various attractions, events, and sports, among other activities.
  • Specifically, they plan to “Implement five, targeted, convention-area-specific email activations, promotions and collateral throughout the year for the Raleigh North, Midtown Raleigh, Downtown, Cary and Airport meetings districts. This will include partner-specific incentives to encourage planners to book meetings during value dates.”

Electronic Presentation Materials

  • Another of Raleigh city’s digital tactics is the use of electronic presentation materials that are focused on special-interest travel promotions or specifically recommended travel experiences,
  • According to the marketing department, the presentation materials are designed to pursue international tourism sales during the 2018–2019 period.
  • The Greater Raleigh Convention and Visitors Bureau (CVB) is an event that has been initiated by the administration in partnership with the chamber of commerce to increase awareness and attract people, including investors to come and witness the potential of Raleigh as a business hub and a tourist destination.
Part
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Part
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Digital Marketing Tactics - Asheville, NC

Asheville, NC uses paid advertising, video, media relations, social media and content development to increase visitation to the area. These are outlined below.

Paid Advertising - Vox Media and Trip Advisor

Media Relations - Citizen Times and Boston Globe

Video - Ads and Playlists

Social Media - Facebook, Instagram, YouTube, Twitter

  • Asheville CVB reported it leverages social media as a digital marketing strategy to promote visitation to the area.
  • Visit Asheville Facebook's page features restaurants, festivals and local events such as the arrival of Biltmore's 35-foot Fraser tree for Christmas.
  • Asheville YouTube features video ads and promotions including "Asheville, N.C.: Return Again", " Asheville Fall Color Report for October 30, 2019", and " Asheville, N.C.: Live music lives here" among others.
  • Visit Asheville Instagram provides high quality photographs of the area's natural scenery, unique dining spots and local hangouts.
  • Visit Asheville Twitter features photos of natural scenes and seasons, announcement of local events, and suggested activities in the area.

Content Development - Tourism Content and Travel Blog

Part
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Part
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Digital Marketing Tactics - Charlotte, NC

With a $5.2 million budget for consumer-facing media in the fiscal year 2018 to promote the city, Charlotte's Got a Lot, the official tourism website of Charlotte, North Carolina, had a makeover. Together with the new website, the city also offers travel deals and grants & incentives, utilizes paid keyword searches and digital banner ads, and maintains a strong presence across major social media platforms to attract more visitors to Charlotte. Detailed below is more information about the city's digital marketing tactics.

A New and More Intuitive Website

  • Charlotte's Got a Lot is the official tourism website of Charlotte, North Carolina. It is managed by Charlotte Regional Visitors Authority (CRVA), a unit created specifically for tourism promotions and facilities management in Charlotte.
  • In 2018, a part of the media strategy of CRVA and the city was the launching of a new website. For comparison, this is how the old website looked like. This was captured on January 31, 2018.
  • The new city's website offers a comprehensive list of things to do in the city, featured events, places to eat and stay, and tours & experiences. Even with a lot of information, the new website's design is clean and intuitive; it is very easy to navigate. It also looks livelier with the smooth image sliders as backgrounds.
  • Charlotte's Got a Lot also has easy-to-see links to information specific to meetings, sports, film shootings, and travel trades. Although these links direct to other websites dedicated to each of these categories, the design and branding are consistent across these four other websites.

Travel Deals

  • To encourage more people to visit Charlotte, Charlotte's Got a Lot offers travel deals all year long. To quote the website on their travel deals, "The city prides itself on experiences that are fit for a queen but accessible to anyone."
  • They partner with certain establishments to offer travel deals. Interested parties have to use the city's promotional code to take advantage of the deals or mention the CRVA travel deals package when calling to book. An example of an active travel deal is a City Escape Package at the Sheraton Charlotte Hotel. To take advantage of this deal, one must use the promo code ROM when making an online reservation or mention the code when calling to book.

Grants and Incentives for Filmmakers

  • Film projects in Charlotte can take advantage of incentives and grants available from North and South Carolina. Both states have incentives in place to attract filmmakers in the states.
  • North Carolina offers a 25% rebate on all qualified expenses made by film productions in the state through the North Carolina Film and Entertainment Grant, which the state is allocating $31 million per fiscal year. Unused funds are carried over to the next fiscal year.

Social Media Presence

  • Charlotte's Got a Lot has pages on Facebook, Twitter, Instagram, YouTube, and Pinterest.
  • Its Twitter and Facebook posts are identical. The posts showcase things to do, places, guides, events, culture, and life in Charlotte in general. Its Instagram and Pinterest pages also showcase the same theme, though not necessarily the same pictures from its Facebook and Twitter pages.
  • Charlotte's Got a Lot is active on all mentioned social media pages, except on YouTube, where its last post was a year ago.
  • Its YouTube channel features four 16-second films about Charlotte, featuring the city's tourist attractions, nightlife, culture, and places.

Paid Ads

  • Although the traffic of the city's website is 98.12% organic, the website also utilizes paid keywords to direct visitors to their websites. The top five paid keywords they use are "free events uptown Charlotte," "Charlotte weekend events," "Charlotte restaurants," "what to do in Charlotte NC," and "how to find upcoming concerts in Charlotte." These paid keywords have generated 1.88% of the website's total traffic.
  • The website's monthly average traffic in the last six months is 141,790 visits, with the visitors staying on the website at an average of 3 minutes and 33 seconds.
  • Charlotte also uses digital banner ads to promote the place and attract visitors. Some examples of the banner ads it has launched recently have been added to this Google document attached.

Other Helpful Findings

  • In FY 2018, Charlotte, through CRVA, allocated $5.2 million in consumer-facing paid media for a citywide place branding effort, with $3 million of this amount a one-time investment.
  • CRVA reported that for every $1 spent in consumer-facing paid media, Charlotte sees $115 infused back into the local businesses.
  • The city also publishes an annual city guide. The 84-page 2019 Charlotte City Guide can be read online or delivered to a home or business address for free.
Part
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Part
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Popular Attractions - Raleigh, NC

North Carolina Museum of Natural Sciences

PNC Arena

North Carolina Museum of History

Pullen Park

North Carolina State Capitol

North Carolina Museum of Art

Marbles Kids Museum

William B. Umstead State Park

Historic Yates Mill County Park

Duke Energy Center for the Performing Arts

Why People Visit Raleigh, North Carolina

Part
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Part
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Popular Attractions - Asheville, NC

Attractions that draw visitors to Asheville, NC include Biltmore, The North Carolina Arboretum, Asheville Pinball Museum, Craggy Gardens, Lexington Glassworks, Southern Highland Craft Guild Folk Art Center, Basilica of Saint Lawrence, Grovewood Village, Western North Carolina Nature Center, Western North Carolina Nature Center, and River Arts District.

1) Biltmore

  • The Biltmore is a historic estate in Asheville. It includes the largest home in America, winery, historic farms, shops, outdoor adventures, and branded products. It is the #1 visitor attraction in Asheville.
  • People visit Biltmore because of its beautiful scenery, history, and unique experience.
  • Biltmore attracts more than 1.4 million visitors per year.
  • According to Yelp, Biltmore may be more desirable than other places because it is the "largest privately-owned house in America and has a Garden & conservatory". This was the feedback in 46 reviews.
  • According to Trip Advisor, 78% of travelers out of 22,715 reviews said that the Biltmore is an excellent place to visit.

2) The North Carolina Arboretum

  • The North Carolina Arboretum features beautiful gardens and groomed trails with "botanically-diverse plants in the region".
  • People visit North Carolina Arboretum because of bonsaii gardens and its spectacular trails.
  • The North Carolina Arboretum attracts more than 500,000 visitors per year.
  • According to Yelp, The North Carolina Arboretum may be more desirable than other places because of the quilt garden and bonsai tree. This was the feedback in 9 reviews.
  • According to Trip Advisor, 72% of travelers out of 2,482 reviews said that the North Carolina Arboretum is an excellent place to visit.

3) Asheville Pinball Museum

  • Asheville Pinball Museum features a collection of vintage and modern arcade games.
  • People visit the Asheville Pinball Museum because of the games and the atmosphere at the location.
  • The Asheville Pinball Museum has approximately 1,000 visitors per week (52,000 per year).
  • According to Yelp, Asheville Pinball Museum may be more desirable than other places because of their large collection of classic pinballs and video games. This was the feedback in 19 reviews.
  • According to Trip Advisor, 74% of travelers out of 829 reviews said that the Asheville Pinball Museum is an excellent place to visit.

4) Craggy Gardens

  • Craggy Gardens features a high elevation summit of the floral display along the Blue Ridge Parkway corridor.
  • Visitors visit the Craggy Gardens to view Catawba rhododendrons that are present in the area.
  • Craggy Gardens has approximately 85,000 visitors in a year.
  • According to Yelp, Craggy Gardens may be more desirable than other places because of pinnacle trails. This was the feedback in 2 reviews.
  • According to Trip Advisor, 67% of travelers out of 639 reviews said that the Craggy Gardens is an excellent place to visit.

5) Lexington Glassworks

  • Lexington Glassworks is a renowned arts destination in Asheville. People are invited to view the glassblowing process, from the beginning to the end.
  • People visit Lexington Glassworks to view the creation of a glass platter.
  • According to Yelp, Lexington Glassworks may be more desirable than other places because of the art pieces available for sale. This was the feedback in 6 reviews.
  • According to Trip Advisor, 77% of travelers out of 908 reviews said that the Lexington Glassworks is an excellent place to visit.

6) Southern Highland Craft Guild Folk Art Center

  • Southern Highland Craft Guild Folk Art Center is a folk art center displaying contemporary and traditional Southern Appalachian crafts.
  • People visit Southern Highland Craft Guild Folk Art Center to find handmade items to take home.
  • Southern Highland Craft Guild Folk Art Center has 250, 000 visitors per year.
  • According to Yelp, the Southern Highland Craft Guild Folk Art Center may be more desirable than other places because of their beautiful art pieces. This was the feedback in 3 reviews.
  • According to Trip Advisor, 69% of travelers out of 1,304 reviews said that the Southern Highland Craft Guild Folk Art Center is an excellent place to visit.

7) Basilica of Saint Lawrence

  • Basilica of Saint Lawrence church is one of "Asheville's architectural treasures and spiritual anchors". The church was completed in 1909 and was designed by renowned architects Richard Sharpe Smith and Rafael Gustavino.
  • People visit Basilica of Saint Lawrence because of its architectural design and beauty.
  • According to Yelp, Basilica of Saint Lawrence may be more desirable than other places because of its architecture and beauty. This was the feedback in 6 reviews.
  • According to Trip Advisor, 70% of travelers out of 1,148 reviews said that the Basilica of Saint Lawrence is an excellent place to visit.

8) Grovewood Village

  • Grovewood Village is a crafts and historic arts destination in Asheville.
  • People visit Grovewood Village because of its history, art, and antique car museum.
  • According to Yelp, Grovewood Village may be more desirable than other places because of its friendly staff, clean grounds, and golf course. This was the feedback in 3 reviews.
  • According to Trip Advisor, 71% of travelers out of 535 reviews said that Grovewood Village is an excellent place to visit.

9) Western North Carolina Nature Center

  • Western North Carolina Nature Center is home to more than 60 species of animals including river otters, red wolves, cougars, and black bears.
  • People visit the Western North Carolina Nature Center because it has lots of animals.
  • Western North Carolina Nature Center receives over 100,000 visitors per year.
  • According to Yelp, the Western North Carolina Nature Center may be more desirable than other places because of the otter exhibit. This was the feedback in 24 reviews.
  • According to Trip Advisor, 58% of travelers out of 745 reviews said that the Western North Carolina Nature Center is an excellent place to visit.

10) River Arts District

  • River Arts District is working studios and galleries of artists. It includes painting, jewelry, pottery, glass, wood, and metal.
  • People visit the River Arts District because they working studios and they can chat with artists.
  • River Arts District area receives approximately 11 million visitors per year.
  • According to Yelp, River Arts District may be more desirable than other places because of the visits to galleries and studios This was the feedback in 4 reviews.
  • According to Trip Advisor, 44% of travelers out of 1,200 reviews said that the River Arts District is an excellent place to visit.

Research Strategy

We were able to identify the popular attractions to Asheville by searching through travelers' reviews in sites such as Trip Advisor and Yelp, media articles and publications such as Forbes and the Washington Post. We were unable to provide annual visitors to some attractions.

To find the number of annual visitors to these locations, we began by searching through the websites of these attractions. Though we were able to find the number of visitors for some attractions such as Biltmore and the North Carolina Arboretum, other sites only contained information about the time of visits and their offerings. Next, we conducted a search of press releases and media sites such as Forbes and Washington Post. This allowed us to find information on the Asheville Pinball Museum. Our next strategy was to review several credible industry reports about attractions to Asheville, NC in general. We thought that perhaps the data requested might have been included therein. While there was a lot of data packed into those reports such as attractions for kids and adults, the exact data on the number of annual visitors wasn't directly stated. Examples of such sources that we consulted include US News Travel, Planetware, and VacationIdea.

As a last resort, we attempted to triangulate this data. We hoped that if we could find any number of visitors (daily/weekly or monthly), we could use this to find an estimate of annual visitors. This strategy was only applicable to the Asheville Pinball Museum. We were unable to find any data to use for the other locations.

Calculations

Asheville Pinball Museum has an estimate of 1,000 visitors per week.
Given that each year has at least 52 weeks, therefore, the number of visitors per year = (1,000 visitors * 52) = 52,000 visitors.
Part
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Part
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Popular Attractions - Charlotte, NC

The Charlotte, North Carolina metro area sees approximately 27.8 million visitors and tourists each year who spend nearly $6.7 billion within the region. The city will host the Republican National Convention from August 24-27, 2020 and will have hosted national conventions "of both political parties within a span of less than 10 years". This convention is expected to increase the city's visitor count by 50,000 during the three-day event.

Top 20 Attractions in Charlotte, NC (By Attendance)

Additional Details on the Top 10 Attractions

Following are specific details on the top ten attractions in the Charlotte, North Carolina region.

Carowinds
  • Two million visitors annually
  • Amusement Park
  • Carowinds is the home to the "world’s tallest and fastest giga coaster. Not only is Fury 325 the reigning winner of Amusement Today’s Golden Ticket Award for World’s Best Steel Coaster, but this machine is also as efficient as they come. Due to the ride’s design, the designated lockers and our speedy ride operators, swarms of riders pass through the line — decreasing the time you spend waiting and increasing the time you can feel the sting."
  • Carowinds is the only major amusement park within North and South Carolina.
Spectrum Center
  • 1.2 million attendees annually
  • Sports and Entertaiment Venue
  • The Spectrum Center is the home to the NBA's Charlotte Hornets (the area's only NBA franchise) and hosts many more concerts and other special events each year. The building features "open walkways, terraces, and exposed staircases encourage conversation and exchange between arena guests in all areas of the building, providing connectivity of and creating community."
Charlotte Motor Speedway
  • 1.1 million visitors annually
  • Sports and Entertainment Venue
  • Located in the "heart of NASCAR country, the iconic superspeedway is the only race vacation destination where fans can immerse themselves in the sport by taking in an event at the legendary facility, visit race team shops and explore the NASCAR Hall of Fame in the same weekend."
US National Whitewater Center
  • 980,272 visitors in 2017
  • Outdoor Sports and Training Facility
  • The US National Whitewater Center offers "access to the outdoors for all levels of participants through its 30+ land and water-based activities, outdoor instruction and certification programs, festivals, races, films, and various outdoor events throughout the year."
Lake Norman State Park
  • 962,576 visitors in 2017
  • State Park
  • Lake Norman State Park is situated on "the largest man made lake in North Carolina, (and) boasts one of the region’s more popular mountain biking network, offering 30.5 miles of single-track trail. Nearby are a 125-yard-long swim beach and bathhouse complex as well as a boat ramp and opportunities for fishing from spots along park trails. A family campground with 32-sites and a group campground are available during warm-weather months, and a community building with kitchen facilities, restrooms and fireplace can be rented for family and group events year round. Free interpretive programs are complemented by educational exhibits throughout the visitor center and along the child-friendly Dragonfly Trail."
Crowders Mountain State Park
Bank of America Stadium
  • 746,465 seats filled in 2017
  • Sports and Entertainment Venue
  • Bank of America Stadium is the home of the NFL's Carolina Panthers and also is the venue for numerous Major League Soccer events each year. It is a "75,523-seat football stadium located on 33 acres in uptown Charlotte, North Carolina, United States."
  • The Carolina Panthers are the only NFL team geographically located between Washington DC and Atlanta.
Discovery Place
  • The four locations of Discovery Place saw 733,728 visitors in 2017.
  • Science and Nature Museum
  • "Discovery Place is a network of four hands-on museums dedicated to inspiring exploration of the natural and social world through extraordinary exhibitions and educational programs that inform, challenge and engage audiences of all ages."
  • The museum features permanent installations, traveling national exhibits, and the only IMAX Dome movie theater in North Carolina.
BB&T Ballpark
  • Attendance of 628,526 in 2017.
  • Sports and Entertainment Venue
  • This venue is home to minor league baseball's Charlotte Knights.
  • On non-game days, the ballpark is available (with a "variety of multi-function event spaces") year-round for special events and gatherings.
Christmas Town, USA
  • Approximate annual attendance of 600,000.
  • Special Event/Location
  • Belmont, North Carolina (adjacent to Charlotte) hosts the "annual Christmas light celebration (which) includes more than 375 trees decorated with as many as 5,000 lights each." Of the annual visitors, 75% arrive from outside the site's location.

Part
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Part
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Visitor Demographics - Raleigh, NC

The average age of overnight visitors to Raleigh, NC is 48 years; 13% of visitors to the city are described as 'young and free' without children, while another 13% are described as 'young family' with children. The research team was, however, unable to determine the gender and religion of visitors to Raleigh, NC or broader region in North Carolina.

Raleigh, NC Demographics

Age

  • The average age of overnight visitors to Raleigh, NC is 48 years.
  • The cohort, 18-34 years, make up 26% of overnight visitors to Raleigh, NC; this cohort also spends $767 per overnight trip.
  • Visitors aged between 35-54 make up 41% of overnight visitors to Raleigh, NC; this cohort also spends $626 per overnight trip.
  • Visitors aged 55 and above make up 33% of overnight visitors to Raleigh, NC; this cohort also spends $539 per overnight trip.

Socioeconomic Status

  • 13% of visitors to the city are described as 'young and free' without children, while another 13% are described as 'young family' with children.
  • 22% of Raleigh, NC visitors are classified as 'maturing and free', with no children.
  • 5% of Raleigh, NC visitors are described as 'moderate family' with children and with an annual household income less than $75K, while 14% of visitors are described as 'affluent family' with children and with an annual household income greater than $75K.

Income

  • 35% of Raleigh, NC visitors have an annual household income between $50,000–$74,900.
  • 16% of Raleigh, NC visitors have an annual household income between $75,000–$99,999.
  • 47% of Raleigh, NC visitors have an annual household income between $100,000 or higher.

Geographic Location

  • 36.3% of overnight visitors to Raleigh, NC are from North Carolina, while 86.1% of day-trip visitors are from North Carolina.
  • Other prominent states overnight visitors come from include North Carolina (36.3%), Virginia (13.1%), South Carolina (7.2%), Georgia (7%), Florida (4.4%), New York (4.1%), Pennsylvania (2.5%), Maryland (2.3%), Texas (2.1%), and Ohio (1.6%).
  • Other prominent states day-trip visitors come from include South Carolina (3.4%), Virginia (3.3%), Georgia (1.9%), and Michigan (0.8%).

Piedmont Region Demographics

Race

  • 78.3% of visitors to the Piedmont Region, NC identify as White, while 4.7% identify as African American.
  • 2.6% of visitors to the Piedmont Region, NC identify as Asian or Pacific Islander, while 0.3% identify as American Indian, Aleut Eskimo.
  • 3.1% identify differently than the ethnic classifications above.

Marital Status

  • 62% of visitors to the Piedmont Region, NC are married, while 22.6% have never been married.
  • 10.9% of visitors to the Piedmont Region, NC are divorced, separated, or widowed.

Employment of Household Head

  • 67.9% are employed, while 14.5% are retired.
  • On the other hand, 17.6% of household heads are unemployed.

Education of Household Head

  • 13.7% of household heads have a high school or less education, while 18.4% have some form of college education, but no degree.
  • 44.1% of household heads who visit the Piedmont Region, NC have a college degree, while 23.8% have post-graduate degrees.

Research Strategy

We commenced our research by searching for recent reports from the City of Raleigh that will shed light on the demographics of visitors to the area. We found a report outlining the city's plans and strategies for the future. The report also featured the demographic profile for the city. However, the data provided in this document were age, socioeconomic status, geographic location, and income of the city's visitors.

We, therefore, continued our search on the Visit Raleigh website, looking through reports and data presented, but ultimately, most of the data on the website was about the economic impact of tourism in the area. We then conducted a broad press search on visitors to the area, but most reports in the news media also focused on the economic impact as well as general tourism data such as total visitors and the overall growth trends.

As a last resort, we broadened our search to the Piedmont Region in North Carolina, which Raleigh, NC falls under. Through this strategy, we were able to provide the race, employment status, marital status, and education background data for visitors to the broader area. We were unable to provide the gender and religion of visitors to Raleigh, NC, as the data is not available in the public domain.



Part
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Part
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Visitor Demographics - Asheville, NC

Typical visitors traveling to Asheville, North Carolina include overnight visitors and day trippers. For both categories, most of the visitors are female and the average household income is $75,000. Regarding overnight visitors, the median age is 46 years, while most of the day trippers are aged 25 to 54.


Visitor Demographics

  • There are two types of typical visitors visiting Asheville, which includes:
(i) Overnight visitors - In 2016, there were 3.8 million overnight visitors traveling to Asheville.
  • Overnight trips are defined as "any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home."
(ii) Day trippers - The number of day trippers visiting Asheville in 2016 was approximately 7.1 million.
  • Day trips are defined as "any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home."


Demographic Profile of Overnight Visitors

Age

  • The median age of an overnight visitor visiting Asheville is 46 years.
  • On average, 11% visitors are aged 18 to 24, 22% are aged 25 to 34, 15% are aged 35 to 44, 20% are aged 45 to 54, 17% are aged 55 to 64, and 15% are aged 65 and above.

Gender

  • As per the demographics report, the gender of Ashville's visitors is 57% female and 43% male.

Race

  • While 91% of Asheville's visitors are White, only 4% are African-American, and 5% are a part of the "others" category.

Religion

  • Among all of Asheville's visitors, 5% have a Hispanic backgrounds and 95% do not.


Socioeconomic Status (Income and Education)

  • Around 17% of its visitors reside in single member households, 40% have two members, 18% have three, 16% have four, and 9% have more than five members in their household.
  • The majority (57%) of them have no children under the age of 18, 18% have a child aged 13 and 17 years, 21% have a child aged 6 and 12 years, and 17% have a child under 6 years of age.

Income

  • The average household income of Asheville's visitors (overall) is more than $75,000.
  • Just 5% of these visitors have a household income of $150,000, 16% have between $100,000-149,900, 12% have between $75,000-$99,900, and 26% generate between $50,000-$74,000.
  • However, less than half (41%) of them have a household income of less than $49,900.

Education

  • Though 22% of Asheville's visitors are post-graduates, 46% are college graduates and 20% have had some college.
  • Only 11% of visitors of them have attained a high school education or less, while 1% have some other level of education.


Geographic Location

  • Around 28% of its visitors are from North Carolina, 12% are from Florida, 10% are from South Carolina, 7% are from Georgia, 6% are from Virginia, 5% are from Tennessee, 4% are from New York, 3% are from Texas, 3% are from California, 3% are from Kentucky, and 3% are from Ohio.
  • Among all the visitors, 10% are from Charlotte (North Carolina), 8% are from Raleigh-Durham (North Carolina), 8% are from Greenville-Spartanburg-Asheville (South Carolina), 6% are from Atlanta (Georgia), 4% are from New York (NY/NJ/PA/CT), 4% are from Greensboro-H. Point-W. Salem (North Carolina), 3% are from Tampa-St. Petersburg-Sarasota (Florida), 3% are from Orlando-Daytona Beach-Melbrn (Florida), 3% are from Knoxville (Tennessee), 2% are from Greenville-New Bern-Washington (North Carolina), and 2% are from Columbia (South Carolina).

Marital status

  • Over two-thirds (65%) of Asheville's visitors are married or have a partner.
  • About 21% of Asheville's visitors are single or have never been married.
  • Only 14% of these visitors are divorced/widowed/separated.

Employment

  • Slightly more than half (53%) of Asheville's visitors are either employed full time or self-employed.
  • Only 9% of these visitors are part-time workers.
  • At least 38% of them are either unemployed, retired, or other.

Demographic Profile of Day Trippers

Age

  • On average, 14% of visitors are aged 18 to 24, 20% are between 25 to 34, 19% are between 35 to 44, 22% are aged 45 to 54, 12% are aged 55 to 64, and 13% are 65 and above.
  • Therefore, most of the day trippers are between the ages of 25 to 54.

Gender

  • Similar to the overnight visitors, the gender of day trippers visiting Asheville is about 57% female and 43% male.

Race

  • The majority (85%) of day trippers visiting Asheville are White, while 9% are of African-American origin, and 6% fall into the "others" category.

Religion

  • Among all day trippers to the area, only 3% have a Hispanic background. Up to 97% of the visitors have no Hispanic background.


Socioeconomic status (Income and Education)

  • Based on the household size, 22% of day trippers visiting Asheville resides in a single member household, 32% have two members, 22% have three members, 16% have four members, and 8% have more than five members in their household.
  • Most (52%) of the day trippers have no children under the age of 18, 25% of visitors have a child aged 13 and 17, 21% have a child between 6 and 12 years old, and 15% have a child under the age of 6.

Income

  • The average household income of Asheville's visitors is more than $75,000.
  • Merely 6% of the day trippers have a household income of more than $150,000, 9% have between $100,000-$149,900, 11% have between $75,000-$99,900, and 26% have between $50,000-$74,900.
  • Less than half (48%) of them have a household income of less than $49,900.

Education

  • Among all day trippers visiting Asheville, 17% are post graduates, 43% are college graduates, and 20% have had some college.
  • At least 20% of day trippers visiting Asheville have finished high school or less, whereas less than 1% have some other level of education.


Geographic Location

  • Nearly two-thirds (59%) of the day trippers are from North Carolina, 15% are from South Carolina, 8% are from Tennessee, 4% are from Georgia, and 3% are from Texas.
  • Around 28% of day trippers are from Charlotte (North Carolina), 22% are from Greenville-Spartanburg-Asheville (South Carolina), 10% are from Raleigh-Durham (North Carolina), 9% are from Greensboro-H. Point-W. Salem (North Carolina), 5% are from Tri-Cities (Tennessee/Virginia), 3% are from Atlanta (Georgia), 3% are from Knoxville (Tennessee), 2% are from Columbia (South Carolina), and 2% are from New York (NY/NJ/PA/CT).

Marital status

  • Slightly more than two-thirds (62%) of the day trippers are either married or have a partner, 25% are single or have never been married, and 13% are divorced/widowed/separated.

Employment

  • Roughly 50% of the day trippers are either employed full time or self-employed.
  • Meanwhile, 15% of them are employed are part-time.
  • About 35% of them are either unemployed, retired, or other.

Research Strategy:

The latest report depicting a visitor profile for Asheville was only available for 2016 and based on research conducted by Longwoods. While searching for data from 2017 or 2018, we found a report for North Carolina, but it was not specific to Asheville. Also, the latest report/guides published in 2019 referred to the 2016 publication, which was the only available comprehensive report in this regard. Therefore, we included the demographic data from the Longwoods report in our brief.
Part
09
of nine
Part
09

Visitor Demographics - Charlotte, NC

After thorough research, the research team could not find any demographic data related to the demographics of visitors to Charlotte, NC. We have, however, provided some useful insights below.

Helpful Findings

  • In 2017, visitor spending in Mecklenburg County and the Charlotte region "hit record highs."
  • According to research firm, Longwoods International, the number of visitors in the Charlotte region was approximately 28.3 million in 2017, showing an increase of 500,000 from 2016.
  • According to 2017 North Carolina Visitor Profile report, in 2017, Raleigh/Durham/Fayetteville (18.3%) was the top advertising market of origin for daytrippers to the state, followed by Charlotte (18.0%), Greenville-Spartanburg-Asheville (12.0%), Greensboro/High Point/Winston Salem (11.2%), and Greenville-New Bern-Washington (9.1%). Therefore, Charlotte accounted for 18.0% of the top advertising market of origin for daytrippers to the state.
  • The report also illustrated that in 2017, Raleigh/Durham/Fayetteville (14.1%) was the top advertising market of origin for all travelers to the state, followed by Charlotte (12.6%), Greensboro/High Point/Winston Salem (7.8%), Greenville-SpartanburgAsheville (6.1%), Atlanta (5.1%), Greenville-New Bern-Washington (4.4%), Norfolk-Portsmouth-Newport News (3.7%), Washington, DC (3.1%), Wilmington (2.5%), New York (2.4%), and Philadelphia (1.9%).
  • Also, for overnight travelers in 2017, Raleigh/Durham/Fayetteville (12.6%) was the top advertising market of origin for overnight travelers to the state, followed by Charlotte (10.7%), Greensboro/High Point/Winston Salem (6.6%), Atlanta (5.7%), Greenville-Spartanburg-Asheville (4.0%), Washington, DC (3.8%), Norfolk-Portsmouth-Newport News (3.7%), New York (2.9%), Greenville-New Bern-Washington (2.7%) and Wilmington (2.4%).
  • The average age of an overnight visitor to North Carolina is 47 years.
  • The age of North Carolina resident overnight visitors is 45 years, which is slightly younger than the out-of-state overnight visitor (48 years).
  • The average annual income of visitors to North Carolina is $88,620.
  • The average annual income of visitors (daytrippers) to North Carolina is $68,010.

Research Strategy:

Initially, the research team looked for any research or survey conducted over the visitors to Charlotte, NC, containing their demographic profiles. A direct search in this regard did not give any specific result instead provided information on the number of visitors, spending, among others. Most of the reports were for the "Economic Impact of Travel on North Carolina Counties 2017," including Charlotte, NC, but no information could be found for the demographic profile of visitors to Charlotte, NC.

However, this search directed us towards an article by CRVA, 2018, which referred to some data related to the number and spending by visitors to Charlotte, NC, provided by a research firm, Longwoods International. Then we decided to locate if Longwoods International had conducted any research over visitors to Charlotte, NC. While searching through the website of Longwoods International, press releases, and media articles related to Charlotte, NC travel and tourism, among others, we were able to learn that until now, Longwoods International had conducted Travel USA Study, study over Asheville visitors, City of Virginia Beach, Georgia Overnight Visitor study, and a few others. However, none of the research was conducted over visitors of Charlotte, NC, and this is the reason there is no demographic data available related to the demographics of visitors to Charlotte, NC.

Therefore, we decided to triangulate or derive the demographic data as available in public sources. Further searches were conducted through the Visit North Carolina site for Charlotte Visitor's Info Center, Charlotte City Guide, Data USA website, among others. The idea was that these websites might have included some information related to visitors' demographics such as age, gender, income, and others, if not the complete demographic profile of those visitors. These sources provided information on visitor's interest, travel plan, eat & drink, thinks to do, places to stay, among others. However, no information was found related to the demographics such as age, gender, income, education, socioeconomic status, and others or visitors to Charlotte, NC.

Although the above-mentioned strategies could not provide direct information related to the demographics of visitors to Charlotte, NC, we were able to find a report "2017 North Carolina Visitor Profile" containing the demographic information of North Carolina visitors as provided above. But again, no direct information was available in regard to the demographics of visitors to Charlotte, NC. Therefore, in the absence of any directly available information, we could not provide the demographic data for Charlotte visitors, NC. However, we provided some helpful insights related to North Carolina visitors originated from the marketing efforts of Charlotte, which was 10.7% for overnight visitors and 18.0% for daytrippers.
Sources
Sources

From Part 02
Quotes
  • "Each year, the Explore Asheville CVB manages an extensive advertising plan designed to create awareness and inspire overnight visitation."
  • "The media plan features broadcast, print, and digital assets. Download the 2019-20 Media Plan to see the paid media schedule and markets."
  • "In addition to paid advertising, the Explore Asheville team promotes visitation to the Asheville area through media relations, social media, and content development. "
  • "The images below represent the ad campaigns that include TV, digital, print and out-of-home (billboards) in markets throughout the Southeast and into the Ohio Valley and Washington, D.C. metro area."
Quotes
  • "Asheville offers both Blue Ridge views and a laid-back vibe, not to mention plenty of fork-to-mouth pleasures. "
  • "Yes, go for that sunrise hike. But after, it’s time to navigate a day of eating in Asheville with these eight stops."
  • "1. Trade and Lore 37 Wall St Asheville, NC 28801 (828) 424-7291 "
  • "2. Table Asheville 48 College St Asheville, NC 28801 (828) 254-8980 "
  • "© 2019 Vox Media, Inc. All rights reserved."
Quotes
  • "Asheville, North Carolina If you’re into eating locally and supporting sustainable agriculture, go to Ashville—and eat, eat, eat. This town of less than 100,000 people has 17 farmers’ markets, and the local restaurant scene is all about taking advantage of the seasonal produce sold there."
  • "Discover the best of Asheville Charming hotels in Asheville"
  • "Sights and landmarks in Asheville "
  • "Nightlife in Asheville "
Quotes
  • "A new series of advertisements commissioned by Explore Asheville and the Buncombe County Tourism Development Authority showcases Asheville as a destination to travelers and features the tagline "let your spirit run free." "
  • "A new series of advertisements commissioned by Explore Asheville and the Buncombe County Tourism Development Authority showcases Asheville as a destination to travelers and features the tagline "let your spirit run free." "
  • "The new ads, which are running on TV, online and other platforms, lean into Asheville's reputation for outdoor activities, dining and music. In 60-, 30- and 15-second spots designed by Atlanta-based ad agency 360i, a man with a guitar lends his voice to tells viewers about Asheville "where things are a little more than they seem.""
Quotes
  • "Nestled in the Blue Ridge Mountains of western North Carolina, there’s a lot to love about Asheville, from the local-first food scene to its Brooklyn-in-the-mountains sense of style to the warm welcome you receive in a city that loves you back. "
  • "Asheville has its own small airport, but there are several daily nonstop flights from Boston to Charlotte, and it’s an easy (and mostly pretty) two-hour drive from there."
  • "A big part of Asheville’s appeal is its mountain setting, with hikes of almost any level in just about every direction. So on my route through western North Carolina, I make a quick detour into Chimney Rock State Park, near Lake Lure."
  • "Just south of downtown, Asheville’s South Slope deserves a day of its own. But at the very least, stop here for lunch on your way to the Biltmore Estate (or for dinner on the way back to downtown)."
Quotes
  • "CONTENTS MATADOR GUIDES ITINERARIES VIDEOS EDITOR'S PICKS LOCAL FAVORITES LATEST"
  • "GENERAL TIPS WHEN TO VISIT LANGUAGE TRANSPORTATION SAFETY"
Quotes
  • "Explore our press kit materials, Asheville Travel Blog and social channels for additional news, insight and inspiration. "
  • "A BLUE RIDGE MOUNTAIN HOLIDAY: TRADITIONS, BOTH NEW AND OLD, SHINE BRIGHT IN ASHEVILLE October 24, 2019"
  • "ASHEVILLE WINTER NEWS: SURPRISINGLY COZY AND REFRESHING OFF-SEASON ADVENTURES IN THE BLUE RIDGE October 15, 2019"
  • " BLUE RIDGE MOUNTAIN FALL LEAF FORECAST: MOST COLORFUL AUTUMN IN YEARS IN ASHEVILLE, N.C. September 3, 2019"
  • " BLUE RIDGE MOUNTAIN FALL LEAF FORECAST: MOST COLORFUL AUTUMN IN YEARS IN ASHEVILLE, N.C. September 3, 2019"
Quotes
  • "PHOTO TOUR: Christmas at Biltmore 2019 November 5, 2019 by Jason Tarr"
  • "Things to Do in Asheville This Weekend — November 8-10, 2019 November 4, 2019 by Del Holston"
  • "Holidays in Asheville 2019: New and Old Traditions Shine Bright October 23, 2019 by Asheville"
From Part 03
Quotes
  • "Charlotte Regional Visitors Authority (CRVA), a discretely presented component unit, focuses on tourism promotions and facilities management."
From Part 04
From Part 05
From Part 06