San Juan County - Competitive Analysis

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Clark County, Nevada - Tourism Insights

Approximately 45.3 million visitors come to Clark County every year. Statistics show that about 21% of them are first-time visitors. The next section provides comprehensive details on Clark County tourists, special offerings, what visitors like about the area, and the country's digital marketing strategies.

VISITOR COUNT AND STATISTICS

  • According to Clark County government website, Clark County receives an estimated 45.3 million visitors a year. The 45.3 million figure represents the total number of visitors who came to Clark County in 2018.
  • Approximately 119,068 travelers drove to Southern Nevada, while 45.1 million visitors arrived by plane.
  • Sixteen percent of the county's tourists come from other nations, 27 percent visit from Southern California, and 21 percent are first-time visitors.

SPECIAL TOURIST OFFERINGS

  • Clark County is endowed with endless offerings from breathtaking scenery to contemporary entertainment hubs, such as casinos.
  • Some special tourists' offerings that make the county stand out include the world-famous Las Vegas Strip, where visitors spent approximately $6.5 billion in 2018. The Las Vegas Strip also features a replica of the Eiffel Tower, dancing fountains, an erupting volcano, and some of the world's most beautiful and largest resorts.
  • The county also prides in its fine restaurants, dazzling stores, and luxurious spas that offer visitors unique experiences in dining, shopping, and relaxation. It claims to have over 147,000 hotel rooms and ranks highly among the world's top convention destinations.
  • Clark County is also rich in unique and compelling landscapes, including Mt. Charleston and skiing, which are just 45 minutes away, and the Red Rock National Conservation area.

WHAT VISITORS LIKE ABOUT CLARK COUNTY

CLARK COUNTY DIGITAL MARKETING STRATEGY

  • Clark County has a digital platform dubbed "ClarkConnect" where residents report requests about neighborhood issues, roads/public right-of-way, graffiti/trash/litter/junk, transportation, and land use/real property. ClarkConnect requires users to login to access the information included on the platform.
  • On social media, Clark County is very active on Facebook, Instagram, Twitter, and YouTube. It continually markets and advertises its county via these platforms.
  • On Facebook, Clark County has 22,945 likes, 23,979 followers, and 4,522 check-ins. Likewise, on Instagram, the county has 29,000 followers, on Twitter 196,000 followers, and 4,040 subscribers on YouTube.
  • Clark County uses its social media platforms to advertise, market, make announcements, and share exciting stories and news regarding this region.
  • Clark County uses its social media platforms for advertising, market the county, make announcements, and share exciting stories and news regarding this region.

RESEARCH METHODOLOGY

Thorough searches on the Clark County website, its social media accounts, local news publications, and online review platforms uncovered in-depth information regarding the Clark County tourism insights. These sources contained both qualitative and quantitative data, such as the number of visitors and which areas they like to visit the most. We searched the social media accounts of Clark County to establish the strategy the local county does to attract visitors, while also ensuring the safety and well-being of the locals. Most of the information came from the county website, analyses of review sites like Yelp and TripAdvisor, and the social media platforms mentioned above. In closing, while external sources are used to generate insights into Clark County, they all focus on providing information, which is specific to Clark County.
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Lincoln County, Nevada - Tourism Insights

Lincoln County, Nevada offers a wide array of outdoor activities and attractions. The county has a unique claim to fame, as it's "the UFO capital of the world."

Findings

1. Visitor Count

  • The closest information we found about the number of visitors came from Lincoln County's official visitor website, which stated: "Every year this same country is enjoyed by thousands of outdoor enthusiasts including campers, hunters, fishermen, and mountain bikers who travel Nevada in search of somewhere new and exciting."
  • Additionally, the number of annual visitors to Pahranagat Valley National Wildlife Refuge (located in Lincoln County) exceeded 27,000 in 2015 (only year we could find data for), which marked a significant increase from the total in 2013 which was 18,000.

2. Special Tourist Offerings

  • Lincoln County's likely most-unique tourist offering involves UFOs, as the county is "the UFO capital of the world."
  • The two main UFO attractions in Lincoln County are Area 51 and the Alien Research Center.
  • Lincoln County's visitor website provides the following categories of tourist offerings pertaining to exploring the area's more than 10,000 square miles: UFOs, the wild west, hiking, wildlife, off-roading, rock climbing, biking, and geocaching.
  • Lincoln County also has historic mining operations and abandoned towns to checkout back from the golden age of the wild west.
  • Other special tourist offerings in Lincoln County are the five state parks situated within its borders. Those state parks are Kershaw-Ryan, Beaver-Dam, Cathedral Gorge, Echo Canyon, and Spring Valley.
  • Rodeos are another special tourist offering in Lincoln County, of which there are many each year.

3. What Visitors Like About The Area

  • Visitors to Lincoln County like its famous UFO attractions, Area 51 and the Alien Research Centers. Area 51 has a 4.5/5 rating on TripAdvisor and the Alien Research Center has a 4/5 rating.
  • Visitors to Lincoln County like the Lincoln County Museum, which has a 4.5/5 rating on TripAdvisor.
  • Visitors also like the outdoor recreation areas that Lincoln County has to offer. For one, Pahranagat National Wildlife Refuge has a 4.5/5 rating on Trip Advisor. As another example, Kershaw-Ryan State Park has a 4.5/5 rating on TripAdvisor.

4. Digital Marketing Strategy

A. Overview & Website

  • Lincoln County's digital marketing strategy is carried out across several digital channels, which are its official website for visitors, Facebook, Twitter, YouTube, and Instagram.
  • The digital marketing strategy on Lincoln County's visitor website is wide-ranging and targets all facets of things people might be interested in. As such, the content included on the website addresses exploring the area, events, dining, lodging, shopping, attractions, and traveler information. The website also includes links to the county's social media channels.
  • The visual aspects of the website are largely outdoor themed, thus emphasizing the area's outdoor, desert environment.
  • Interestingly, the website also offers options to translate its content into three different languages: Spanish, French, and German.

B. Facebook & Twitter

  • The county's digital marketing strategy is practically identical on Facebook and Twitter, as the same content is posted in the same order on both channels.
  • The content included on Facebook and Twitter, as part of the digital marketing strategy, almost entirely consists of information about upcoming events. There are also sporadic news posts pertaining to the county.
  • For each event post on Facebook and Twitter, a colorful image is included and the same images are used on both digital marketing channels.
  • From our review of the Facebook and Twitter pages, content seems to usually be posted about once a week overall, though we observed inconsistency in how often content is posted.
  • The Facebook page has 3,330 followers and 3.251 likes.
  • The Twitter channel has 885 followers and 17 likes.

C. Instagram & YouTube

  • On Instagram, Lincoln County's digital marketing strategy appears to involve simply posting the same pictures and event descriptions that were posted on Facebook and Twitter. Accordingly, all the content appears to be related to upcoming events.
  • Lincoln County is not currently implementing a recent digital marketing strategy on YouTube, as the last video published there is from a year ago.
  • In total, there are 12 videos included on the YouTube channel, which has 40 subscribers.
  • Of those 12 videos, two are about the area's bike trails, four are about the state parks in the county, two are about events, one is a tour of the town, and two are about attractions in the area.
  • The videos appear to have been published in clusters, as seven were published a year ago, one was published two years ago, and four were published eight years ago.

Your Research Team Applied the Following Strategy:

The only data point that we couldn't get much detail about was the visitor count for Lincoln County. We provided the only statement that we could find about the number of visitors to the area. We looked for more-specific data using three different methods. First, we reviewed the county's official visitor website to see if it published visitor count information. The only data mentioned therein was the statement we included. Second, we looked for articles about how many people visit the area. The only relevant finding that strategy yielded was the number of visitors to the wildlife refuge, which we also included. As a third strategy, we looked for a database stating the number of visitors by county in Nevada in sources such as Nevada Business. However, we didn't find any data pertaining to Lincoln County from that method either.

Many of the sources we consulted and used in our research were Lincoln County's official sites, including its visitor website and social media channels. For information about what visitors like about the area, we looked up area attractions on TripAdvisor because it included ratings, which allowed us to measure whether people like those spots. With regard to digital marketing strategy, we reviewed all of Lincoln County's digital channels and analyzed the content therein, in order to assess such.
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Visitor Demographics - Lincoln County, Nevada

Lincoln County and its authorities responsible for tourism have not published an official demographics report of the people who visit the area. However, visitor demographics profiles of Nevada Silver Trails and the Las Vegas Visitor Profile report of 2018 helped create the demographics for visitors to Lincoln County in Nevada. It is estimated that 30.9% of Silver Trails visitors in 2017 were aged 25-34 years, representing the largest segment of visitors to that area.

AGE

  • 18-24 years — 7.4%
  • 25 to 34 years — 30.9%
  • 35 to 44 years — 21.3%
  • 45 to 54 years — 14.0%
  • 45 to 54 years — 14.0%
  • 65 to 74 years — 8.1%
  • 75 years and above — 4.4%

GENDER

  • According to the 2018 Las Vegas Visitor Profile, the gender breakdown was equal at 50% based on the number of respondents.
  • Male — 50%
  • Female — 50%

INCOME LEVEL

  • Less than $20,000 — 4%
  • $20,000 to $39,999 — 6%
  • $40,000 to $59,999 — 12%
  • $60,000 to $79,999 — 19%
  • $80,000 to $99,999 — 18%
  • $100,000 or more — 34%
  • Not sure/no answer — 9%

EDUCATION LEVEL

  • High School or Less — 18%
  • Some College — 24%
  • College Graduate — 47%
  • Trade/Vocational School — 10%

MARITAL STATUS

  • Married — 79%
  • Single — 16%
  • Separated/Divorced — 5%
  • Widowed — 1%

VISITOR ORIGIN

  • Eastern states — 7%
  • Southern states — 16%
  • Midwestern states — 10%
  • Western states — 47 %
  • The total for USA — 80%
  • Foreign — 20%

LEADING STATES OF ORIGIN

  • California — 23 %
  • Southern California — 19%
  • Northern California — 4%
  • Arizona — 10 %
  • Other Western states — 16%

ETHNICITY

  • White — 77%
  • African-American/Black — 7%
  • Asian/Asian-American — 2%
  • Hispanic/Latino — 10%
  • Other — 3%

RESEARCH METHODOLOGY

In finding the demographics for visitors to Lincoln County in Nevada, your research team started by looking at official government records and those of the responsible agency or department, since they are more likely to contain the most recent and accurate data on Lincoln County visitors. On that note, the searches commenced by thoroughly checking the Lincoln County Government website, especially data regarding visitors. The data turned out not to match the requirements of the demographics for visitors to Lincoln County in Nevada. It focused on general overviews of human demographics, and not visitor demographics of Lincoln County, Nevada. Hence, we opted for a second approach to try to uncover more relevant information.
Our second attempt broadened the scope of the search to incorporate findings from the most sought after activities in the region. Thus, the searches conducted concentrated more on studies and surveys done on specific activities within Lincoln County, and not the whole state. One such study is the Nevada Territory Visitor Facts, which provided demographics data of visitors to the Nevada Silver Trails, which has multiple trailheads around the towns of Caliente, Alamo, Pioche, and Panaca Nevada in Lincoln County. Therefore, this study focuses on visitors to Nevada Silver Trails route that extends north/south through Lincoln County; hence, its information is applicable in building the visitors demographics of Lincoln County. Unfortunately, the report's latest figures were from 2017, prompting further searches to try to uncover more recent data for 2018 or 2019.

Our third approach involved looking for more specific data on the Nevada state as a whole, which would be representative of Lincoln County's visitor demographics. This new approach helped retrieve a 2018 study on Las Vegas visitors profile. Another reported acknowledged that the biggest market for Lincoln County tourism includes Las Vegas and the surrounding areas, and the traffic currently moving through Lincoln County. Thus, the Las Vegas reported was adopted since its findings closely reflect the visitors' profile of Lincoln County. Its findings had more robust and recent figures, including income, ethnicity, place of origin, and so on. The report's figures were adopted as a proxy along with those of the Nevada Silver Trails since they both contained data that is representative of the typical visitor to Lincoln County. Overall, the demographics for visitors to Lincoln County in Nevada features a combination of findings from the two reports, which are comprehensive and contain the most recent findings.
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Visitor Demographics - Clark County, Nevada

Due to the lack of demographic data on Clark County's visitors, information has been provided on Las Vegas' visitors, in general. These visitors have an average age of 45.1, almost half of them have a college diploma, and 79% are married. More information about this county's visitor demographics is provided below.

AGE

GENDER

INCOME LEVEL

EDUCATIONAL LEVEL

MARITAL STATUS

ETHNICITY

GEOGRAPHIC DATA

  • Eighty percent of visitors come from the US, of which 23% come from California. The other 20% come from foreign countries.

Research Strategy:

In order to provide the requested information on Clark County's visitors, we first examined reports pertaining to Clark County and its visitors' demographics. Through this search avenue, we found data intelligence platforms such as Statista and World Population Review. Unfortunately, these sources did not provide information on visitors' demographics, but rather gave information on the general population of both Clark County and Las Vegas.

Next, we searched through articles and news sources like Business Insider and Forbes. Most of these sources mentioned only Las Vegas when talking about tourism in the county and did not contain information related to visitors' demographics.

We proceed to comb through government sites, hoping to find information on the county's visitors' characteristics. We found sites like Clarkcountynv.gov, which states that "most come to enjoy the world-class entertainment and hospitality of the Las Vegas Strip". The site did not contain any information regarding the visitors' profile or demographics. The site also states that "Las Vegas welcomed 42.1 million visitors and all of Clark County saw 45.3 million visitors." This indicates that more than 95% of visitors in Clark County go to Las Vegas.

This led to the assumption that since over 95% of visitors to the county arrive to visit Las Vegas, the demographics of the visitors to Las Vegas should accurately portray those that visit Clark County. Therefore, we decided to consult sources that contained data related to visitors to Las Vegas.
Sources
Sources