ROOST Presentation January 20, 2016 Hamilton County Paid - - PowerPoint PPT Presentation

ROOST Presentation

January 20, 2016

Hamilton County Paid Advertising 2015

Outlet Market Run Dates

TradeDesk Banner Ads Snowmobile & Ski February - March Facebook Facebook Exchange Snowmobile February - March Canadian TV ARTC Co-op Camping June - September Canadian TV ARTC Co-op Fishing June - September Canadian TV ARTC Co-op Paddling June - September Collinson Banner Ads Birding May Collinson Banner Ads Hiking/camping May - June Facebook Facebook Exchange Heritage Package June - July Collinson Banner Ads Rafting/Paddling May - June Collinson Banner Ads Fall Travel August Collinson Banner Ads Skiing/Oak Mtn November - December Facebook Facebook Exchange Snowmobile November - December SnowTraxMedia Supertrax Media Snowmobile November - December Madden Media Amplified Storytelling Fall Travel September Facebook Facebook Exchange Fishing Tournaments December - February 2016 Facebook Facebook Exchange Great Adk Moose Festival

Blue Mountain Lake / Indian Lake Region Blogs

• http://www.adirondackexperience.com/blog/2016/01/quick-trip-up-the-pisgahs
• http://www.adirondackexperience.com/blog/2015/12/lewey-mountain
• http://www.adirondackexperience.com/blog/2015/12/5-destinations-to-visit-

snowmobile

• http://www.adirondackexperience.com/blog/2015/11/little-sawyer-and-ledge-

mountains

• http://www.adirondackexperience.com/blog/2015/12/2015-2016-winter-events
• http://www.adirondackexperience.com/blog/2015/11/avoid-the-madness-and-shop-

local

• http://www.adirondackexperience.com/blog/2015/11/a-rainy-day-indian-lake
• http://www.adirondackexperience.com/blog/2015/11/paddling-camping-cedar-river-

flow

• http://www.adirondackexperience.com/blog/2015/10/amateur-video-crew-possibly-

missing-near-indian-lake-ny

• http://www.adirondackexperience.com/blog/2015/09/surf-and-turf-style-adventure
• http://www.adirondackexperience.com/blog/2015/09/october-events-southern-

adirondacks

• http://www.adirondackexperience.com/blog/2015/09/last-minute-adirondack-fall-

foliage-tour-ideas

• http://www.adirondackexperience.com/blog/2015/09/hiking-and-storming-pillsbury-

mountain

• http://www.adirondackexperience.com/blog/2015/09/evening-paddle-mason-lake
• http://www.adirondackexperience.com/blog/2015/09/must-be-moose-fest
• http://www.adirondackexperience.com/blog/2015/09/5-excuses-to-clear-your-calendar
• http://www.adirondackexperience.com/blog/2015/08/outside-the-comfort-zone-the-

adirondacks

• http://www.adirondackexperience.com/blog/2015/08/dun-brook-mountain-

adirondack-100-highest-adventure

• http://www.adirondackexperience.com/blog/2015/08/tirrell-mountain-wolf-pond-

exploratory-hike-dec

• http://www.adirondackexperience.com/blog/2015/08/insiders-secrets
• http://www.adirondackexperience.com/blog/2015/07/the-trail-lead-us-to-ok-slip-falls
• http://www.adirondackexperience.com/blog/2015/07/quiz-do-you-know-these-adk-

facts

• http://www.adirondackexperience.com/blog/2015/07/arts-the-park
• http://www.adirondackexperience.com/blog/2015/07/hamilton-county-waterfalls-4-

highlights

• http://www.adirondackexperience.com/blog/2015/07/annual-adirondack-birding-

festival

• http://www.adirondackexperience.com/blog/2015/06/julys-a-hot-month
• http://www.adirondackexperience.com/blog/2015/06/independence-day-adirondacks
• http://www.adirondackexperience.com/blog/2015/06/camping-hamilton-county-new-

york-state-style

• http://www.adirondackexperience.com/blog/2015/05/metcalf-mountain-indian-lake-3k
• http://www.adirondackexperience.com/blog/2015/05/summer-music-hamilton-county
• http://www.adirondackexperience.com/blog/2015/05/the-black-fly-challenge-its-epic
• http://www.adirondackexperience.com/blog/2015/05/ten-reasons-to-get-your-raft
• http://www.adirondackexperience.com/blog/2015/04/5-ways-to-ditch-the-stress
• http://www.adirondackexperience.com/blog/2015/03/7-weird-adirondack-things
• http://www.adirondackexperience.com/blog/2015/02/6-family-friendly-snowshoe-hikes
• http://www.adirondackexperience.com/blog/2015/02/black-history-month-one-family-

legacy

• http://www.adirondackexperience.com/blog/2015/02/awesome-mid-winter-events
• http://www.adirondackexperience.com/blog/2015/01/winter-firetower-challenge
• http://www.adirondackexperience.com/blog/2015/01/bucket-list-2015
• http://www.adirondackexperience.com/blog/2014/12/2014-what-a-year
• http://www.adirondackexperience.com/blog/2014/12/cellar-mountain-wilderness
• http://www.adirondackexperience.com/blog/2014/11/wonderful-early-winter-events
• http://www.adirondackexperience.com/blog/2014/11/chain-lakes-road-south-opens-to-

public

• http://www.adirondackexperience.com/blog/2014/11/a-taste-of-mexico-the-

adirondacks

• http://www.adirondackexperience.com/blog/2014/11/post-thanksgiving-holiday-

shopping-event

• http://www.adirondackexperience.com/blog/2014/10/about-blue-mountain-lakes-

electric-legacy

• http://www.adirondackexperience.com/blog/2014/10/hiking-birding-wakely-mountain
• http://www.adirondackexperience.com/blog/2014/10/canoe-camping-the-essex-chain-

lakes

• http://www.adirondackexperience.com/blog/2014/10/hike-spectacular-ok-slip-falls
• http://www.adirondackexperience.com/blog/2014/10/island-camping-without-a-plan
• http://www.adirondackexperience.com/blog/2014/10/adirondack-fire-tower-challenge
• http://www.adirondackexperience.com/blog/2014/09/cabins-and-campers-and-bears-
• h-my
• http://www.adirondackexperience.com/blog/2014/08/three-trail-running-destinations-

indian-lake

• http://www.adirondackexperience.com/blog/2014/09/5-ways-to-explore-adirondack-

history

• http://www.adirondackexperience.com/blog/2014/09/fall-events-not-to-be-missed
• http://www.adirondackexperience.com/blog/2014/08/guided-adventure-sawyer-and-

little-sawye

• http://www.adirondackexperience.com/blog/2014/06/time-traveling-to-the-old-school-

adirondacks

• http://www.adirondackexperience.com/blog/2014/05/five-family-friendly-hikes
• http://www.adirondackexperience.com/blog/2014/05/5-secluded-flatwater-paddles-

the-adirondacks

Blog: “7 Weird Adirondack Things”

To date: 23,066 pageviews

Blog: “7 Weird Adirondack Things”

Blog: “7 Weird Adirondack Things”

Blog: “The Indian Lake Project”

To date: 3,727 pageviews

Blog: “The Indian Lake Project”

Blog: “The Indian Lake Project”

QDD Goals

• Extend Seasons
• Market Indian Lake / Blue Mountain Lake Assets
• Increase Curb Appeal
• Increase Lodging Opportunities
• Indian Lake Website

ROOST 2014 Leisure Travel Study breakdown for Indian Lake, Blue Mountain Lake & Hamilton County

• Blue Mountain Lake / Indian Lake
• 778 respondents, 1,013 visits
• Hamilton County
• 1,325 respondents, 2,029 visits
• Data included here is from respondents that indicated

they visited Blue Mountain Lake, Indian Lake, and Hamilton County while on their trip to the Adirondacks.

*Respondents answered questions on up to three trips to the Adirondacks. Some respondents answered that they visited the same town/location more than once.

Visited Before Magazine Advertisement I Love Ny Travel Guide Facebook / Social Media Friend or Family Magazine Article TV advertisement Blog or Online Article Internet Newspaper Email Advertisement Other 0.225 0.45 0.675 0.9

12.46% 4.18% 0.88% 13.59% 1.53% 1.21% 5.95% 37.78% 4.10% 10.93% 2.97% 84.97% 13.57% 4.05% 1.43% 13.81% 1.90% 1.43% 7.14% 39.05% 4.05% 11.67% 3.33% 84.29% 12.78% 4.81% 1.48% 14.07% 2.04% 1.48% 7.59% 37.59% 5.00% 11.11% 3.70% 85.74%

Blue Mountain Lake Indian Lake Hamilton County

What inspired your interest in the Adirondacks?

Check all that apply.

Which activities attracted you to the Adirondacks?

Check all that apply.

Outdoor activities Olympic Sites Sports Arts and Entertainment Events Relaxing, Dining, Shopping Heritage and Culture Sightseeing and Touring Other 0.225 0.45 0.675 0.9

15.86% 54.58% 29.48% 60.89% 20.02% 15.40% 10.01% 15.01% 81.14% 20.96% 55.58% 32.12% 60.14% 26.20% 15.95% 12.53% 14.81% 83.37% 17.88% 61.77% 37.88% 64.25% 23.01% 18.41% 10.27% 16.81% 78.23%

Blue Mountain Lake Indian Lake Hamilton County

Which outdoor activity attracted you to the Adirondacks?

Check all that apply.

From the respondents that answered “Outdoor Activities” on the previous questions.

Hiking Guides Hunting X-C Country / Telemark Skiing Cycling Fishing Rock Climbing Ice Climbing Canoe / Kayak Boating Skiing and Riding Snowmobiling Other 0.225 0.45 0.675 0.9

13.33% 12.76% 15.71% 34.95% 66.95% 0.38% 2.86% 49.52% 16.19% 8.38% 12.57% 2.95% 82.48% 13.97% 16.16% 16.44% 39.45% 64.93% 0.55% 2.47% 54.79% 16.99% 7.95% 16.16% 3.56% 81.92% 13.41% 10.00% 13.18% 38.64% 65.45% 0.68% 4.09% 51.82% 15.91% 9.32% 13.86% 2.95% 84.09%

Blue Mountain Lake Indian Lake Hamilton County

When deciding to travel to the Adirondacks, the information you found:

Helped me decide to take a trip I had not previosuly planned Reinforced my existing plans to visit the Adirondacks Might inspire a trip some other time Helped me decide not to visit the region Was not helpful 0.2 0.4 0.6 0.8

1.17% 0.08% 14.32% 71.05% 13.39% 1.16% 0.23% 13.19% 69.44% 15.97% 0.54% 0.00% 12.03% 72.53% 14.90%

Blue Mountain Lake Indian Lake Hamilton County

Average number of adults Average number of children

0.75 1.5 2.25 3

1.15 2.90 1.15 2.90 1.14 2.90

Blue Mountain Lake Indian Lake Hamilton County

How many in adults / children were in your party in your trip the to Adirondacks?

When did you arrive in the Adirondacks?

January February March April May June July August September October November December 0.075 0.15 0.225 0.3

1.37% 0.66% 7.44% 11.80% 18.78% 24.10% 14.33% 10.23% 2.18% 1.92% 3.75% 3.44% 2.89% 0.18% 7.40% 12.09% 16.43% 21.84% 13.54% 11.55% 2.71% 2.35% 3.43% 5.60% 0.72% 0.14% 5.78% 13.58% 17.92% 24.13% 15.90% 11.99% 2.60% 1.16% 2.75% 3.32% Blue Mountain Lake Indian Lake Hamilton County

What was your primary type of lodging?

Check all that apply.

Hotel / Resort Motel Bed and Breakfast / Inn Condo Cottage / Cabin Private House Rental Family / Friends RV Camper / Tent 0.1 0.2 0.3 0.4

25.86% 14.79% 5.75% 26.18% 0.63% 3.13% 10.66% 13.01% 23.66% 14.05% 5.36% 30.13% 0.37% 3.33% 9.06% 14.05% 24.67% 14.26% 5.35% 26.15% 0.74% 3.42% 11.14% 14.26%

Blue Mountain Lake Indian Lake Hamilton County

Total average expenditures

Lodging Meals Souvenirs / Shopping Entertainment Attractions / Events Transportation All Other 125 250 375 500

$314.96 $117.50 $125.31 $73.34 $128.11 $264.86 $495.25 $316.42 $117.59 $125.88 $73.47 $128.12 $265.26 $496.17

$315.54 $117.44 $125.47 $73.43 $128.25 $265.00 $495.58

Blue Mountain Lake Indian Lake Hamilton County

Please indicate the average length of time you spent in the Adirondacks.

Day Trip 1 Night 2 Nights 3 Nights 4 Nights 5 Nights 6 Nights 7 Nights 8 to 13 Nights 14 Nights (or more) 0.075 0.15 0.225 0.3

3.53% 5.43% 9.99% 5.99% 6.76% 15.16% 24.39% 21.36% 8.09% 8.25% 6.33% 5.24% 8.68% 8.14% 6.33% 13.56% 17.36% 19.35% 6.33% 8.68% 5.39% 6.40% 11.35% 7.13% 6.55% 10.19% 16.16% 20.09% 7.57% 9.17%

Blue Mountain Lake Indian Lake Hamilton County

Are you planning to visit the Adirondacks in the future?

Yes No

0.25 0.5 0.75 1

0.39% 99.61% 0.23% 99.77% 0.18% 99.82%

Blue Mountain Lake Indian Lake Hamilton County

When will you be planning to visit?

From the respondents that answered “Yes” on the previous questions. Within 1 year Within 2 years Within 3 years More than 3 years

0.25 0.5 0.75 1

0.08% 1.25% 3.83% 94.84% 0.00% 1.15% 3.00% 95.84% 0.18% 1.25% 4.45% 94.13%

Blue Mountain Lake Indian Lake Hamilton County

Thank you.