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Event & Festival Survey
March 20, 2015 Gallery Night
Conducted for
March 2015
Contents
Purpose & Methodology
3
60-Second Summary
4
Attendee Profile
5
Event Marketing & Experience
6
Visitation Overview
7
Accommodations
8
Spending
9
2
Purpose and Methodology
The purpose of this marketing research is to
measure and track the impact of festivals and events
held in Escambia County.
Intercept interviews were conducted by trained
interviewers at the event using iPads.
A total of 112 interviews was conducted at this most
recent March 2015 event.
For comparisons, and average of the 4 Gallery Nights
surveyed in 2014 is included, as well as year-to-date
2015. In 2014, surveys were conducted in April, May,
September and October. In 2015, surveys will be
conduced in March, June and October.
3
60-Second Summary
The March 20, 2015 Gallery Night in downtown Pensacola attracted an estimated 15,000
attendees.
92% of the attendees were residents of Escambia County. 8% of the attendees were visitors
to Pensacola/Pensacola Beach/Perdido Key of whom 50% (4% of total attendees) were aware
of the event before visiting and 1% (>1% of total attendees) came to Pensacola/Pensacola
Beach/Perdido Key specifically for the event. Past attendance (62%) was by far the primary
source of awareness for the event.
With a range of ages and incomes represented, the average attendee was 39 years of age
with a household income of $52,783.
7% of attendees spent the night in paid accommodations and stayed an average of 5.9
nights. Factoring in that 1% of visitors at the event specifically came to Pensacola/Pensacola
Beach/Perdido Key for the event, it is estimated that the March 15, 2015 Gallery Night
generated 21 room nights (12 of those room nights in Escambia County).
On average, visiting parties to Pensacola/Pensacola Beach/Perdido Key attending the March
15, 2015 Gallery Night spent $1,586.25 during their stay and resident parties spent an
average of $97.03 in the course of attending the event.
All together it is estimated that the March 15, 2015 Gallery Night attendees contributed
$1,118,108 to local economies ($1,116,787 of that spending in Escambia County).
Factoring in that 1% of the visitors at the event specifically came to Pensacola/Pensacola
Beach/Perdido Key for the event, it is estimated that the event directly aided in $468,293
being spent in local economies ($468,280 of the impact in Escambia County).
4
Attendee Profile
Average of 2014 Surveys
Average of YTD 2015 Surveys
Most Recent Survey March 2015
11,500
15,000
15,000
Origin
Resident
Visitor
In-State
Out-of-State
90%
10%
1%
9%
92%
8%
2%
6%
92%
8%
2%
6%
Gender
Male
Female
50%
50%
49%
51%
49%
51%
Age
Under 25
25 – 34
35 – 44
45 – 54
55 – 64
65 or older
Average Age (years)
14%
23%
16%
22%
21%
4%
42
18%
22%
28%
17%
11%
4%
39
18%
22%
28%
17%
11%
4%
39
Household Income
Less than $25,000
$25,000 - $34,999
$35,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150,000 - $199,999
$200,000 or more
Refused
Average Income
8%
11%
11%
13%
12%
6%
2%
2%
37%
$65,756
18%
17%
25%
18%
9%
6%
1%
1%
5%
$52,783
18%
17%
25%
18%
9%
6%
1%
1%
5%
$52,783
Attendance
5
Event Marketing & Experience
Average of 2014 Surveys Average of YTD 2015 Surveys
Most Recent Survey March 2015
Source of Awareness
Event Website
Family & Friends
Newspaper
Magazine
Email
Radio
Television
Visitor Information Center
Social Media
Walked/Drive By
Saw Signs
Don’t recall, but have been many times
2%
18%
3%
1%
1%
2%
2%
3%
2%
4%
61%
1%
13%
2%
5%
4%
9%
2%
2%
62%
1%
13%
2%
5%
4%
9%
2%
2%
62%
Visitors aware of event before visiting
82%
50%
50%
Event was main reason for visitors visiting
63%
1%
1%
Event Experience
Positive (8,9,10 on ten-point scale)
Neutral (4,5,6,7 on a ten-point scale)
Negative (1,2,3 on a ten-point scale)
79%
21%
-
91%
9%
-
91%
9%
-
6
Visitation Overview
Average of 2014 Surveys
Average of YTD 2015 Surveys
Most Recent Survey March 2015
Visitor Status
First Time Visitor
Repeat Visitor
47%
53%
38%
62%
38%
62%
Pensacola was Primary Destination
91%
100%
100%
Party Size
1
2
3
4
5 or more
Average (persons)
19%
44%
25%
6%
6%
2.4
12%
50%
1%
24%
13%
2.9
12%
50%
1%
24%
13%
2.9
Overall Pensacola Experience
Positive (8,9,10 on ten-point scale)
Neutral (4,5,6,7 on a ten-point scale)
Negative (1,2,3 on a ten-point scale)
85%
15%
-
100%
-
100%
-
Plan to Return for a Future Visit
88%
62%
62%
7
Accommodations
Average of 2014 Surveys Average of YTD 2015 Surveys Most Recent Survey March 2015
Spent the Night in Pensacola in Paid Accommodations
3%
7%
7%
Accommodations Type
Hotel
Condo
House/Cottage
Camp Site/RV
2%
1%
-
3%
2%
1%
1%
3%
2%
1%
1%
Accommodations Location
Pensacola
Pensacola Beach
Perdido Key
Outside of Pensacola
3%
-
4%
3%
4%
3%
Average Length of Stay Among Visitors (nights)
1.8
5.9
5.9
Estimated Room Nights Generated*
268
21
21
Rooms Nights Generated in Escambia County**
268
12
12
* Estimated Room Nights = Attendance x Spent Night in Pensacola in Paid Accommodations ÷ Average Party Size x Average Length of Stay x Event Main Reason for Visiting
** Total estimated room nights minus those outside of Escambia County
8
Spending
Average of 2014 Surveys
Average Spend Per Party on:
Average of YTD 2015 Surveys
Average
Residents
Visitors
Average
Residents
Visitors
Accommodations
$13.54
NA
$147.50
$41.96
NA
$587.50
Food & Drink in Restaurants
$57.08
$45.13
$192.66
$85.46
$67.99
$312.50
$5.09
$1.57
$72.94
$13.75
$2.79
$156.25
Shopping
$20.94
$14.47
$121.88
$37.10
$24.57
$200.00
Gasoline
$5.51
NA
$92.81
$10.45
NA
$146.25
Groceries
$2.94
NA
$38.44
$12.95
NA
$181.25
Anything Else
$1.85
$1.01
$11.41
$1.74
$1.68
$2.50
$106.92
$62.18
$677.63
$203.41
$97.03
$1,586.25
Total Estimated Spend by Attendees1:
$614,399
$264,140
$350,259
$1,118,108
$461,729
$656,379
Event Impact Spending2:
$489,278
$264,140
$225,138
$468,293
$461,729
$6,564
Entertainment/Activities
Average Spending Per Party
Total Spending in Escambia County3
Total Impact Spending in Escambia
1
2
3
4
County4
$614,399
$1,116,787
$489,278
$468,280
(Average spend per resident party x estimated number of resident parties) + (Average spend per visiting party x estimated number of visiting parties)
(Average spend per resident party x estimated number of resident parties) + (Average spend per visiting party x estimated number of visiting parties x % visiting because of event)
Total estimated spending minus lodging dollars spent outside of Escambia County
Total impact spending minus lodging dollars spent outside of Escambia county among those who were visiting because of the event
9
Spending
Most Recent Survey March 2015
Average Spend Per Party on:
Average
Residents
Visitors
Accommodations
$41.96
NA
$587.50
Food & Drink in Restaurants
$85.46
$67.99
$312.50
Entertainment/Activities
$13.75
$2.79
$156.25
Shopping
$37.10
$24.57
$200.00
Gasoline
$10.45
NA
$146.25
Groceries
$12.95
NA
$181.25
$1.74
$1.68
$2.50
$203.41
$97.03
$1,586.25
$1,118,108
$461,729
$656,379
$468,293
$461,729
$6,564
Anything Else
Average Spending Per Party
Total Estimated Spend by Attendees1:
Event Impact Spending2:
Total Spending in Escambia County3
Total Impact Spending in Escambia County4
1
2
3
4
$1,116,787
$468,280
(Average spend per resident party x estimated number of resident parties) + (Average spend per visiting party x estimated number of visiting parties)
(Average spend per resident party x estimated number of resident parties) + (Average spend per visiting party x estimated number of visiting parties x % visiting because of event)
Total estimated spending minus lodging dollars spent outside of Escambia County
Total impact spending minus lodging dollars spent outside of Escambia county among those who were visiting because of the event
10