Travel Characteristics Presentation of Needs Assessment Economic - - PowerPoint PPT Presentation

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Travel Characteristics

Presentation of Needs Assessment Economic Development Committee May 10, 2013

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Background & Objectives

• An online survey of business and leisure travelers was conducted to gauge the needs and

behaviors of travelers who reside in key markets for Kenner.

• Mandala Research used the master plans and documentation related to development within

the City of Kenner to gauge visitor interest in a number of potential tourism products and assets being considered.

• The following document provides guidance for Kenner on identifying the most appealing

features to include in Laketown and Rivertown development projects as well as investment in

• ther city assets that can improve the visitor experience.
• Kenner, Louisiana has a number of features that have potential to become great tourist

attractors, including but not limited to its historic district, riverfront, lakefront, parks, convention center and proximity to the City of New Orleans. For this reason, this visitor survey was conducted primarily among those who had visited New Orleans or planned to visit in the next five years.

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New Orleans has gained share of visitors, more than any other city in Louisiana.

This increase in visitation to New Orleans presents opportunity for Kenner to capture market share.

Source: TNS 2012

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Top Markets for Louisiana

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Where Survey Respondents Reside

Which of the following States do you reside in? [Base: Total respondents, n=1137]

35% 16% 14% 7% 6% 6% 5% 3% 2% 2% 1% 3%

Louisiana Texas Florida Illinois Alabama Georgia Mississippi New Jersey New York California Arkansas Other States

The respondents were drawn from the top feeder markets to New Orleans and Louisiana. “Metro” markets include New York City, Chicago, Atlanta, and Los Angeles.

35% 42% 20% 3%

Louisiana Gulf States Metro Areas Other States

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Purpose of Trip in Past 12 Months

• S1. Thinking of all the trips you have taken away from home at least 50 miles one-way OR where you

spent at least 1 overnight in the past 12 months, approximately how many of these trips were for each of the purposes listed below? [Base: Total respondents, n=1137]

5.5 4.3 1.9 0.9

Leisure within the U.S. Business or convention purposes within the U.S. Combined business and leisure within the U.S. International travel for pleasure and/or business

Average Trips Taken: Past 12 months

On average, respondents have taken more than five trips for leisure purposes within the past 12 months.

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Destinations Visited

• S2. Have you traveled to or do you want to travel to any of the following destinations?

[Base: Total respondents, n=1137] 42% 38% 35% 31% 25% 23% 19% 16% 15% 15% 12% 9% 9% 7% 39% 25% 40% 44% 23% 33% 45% 44% 45% 32% 36% 34% 33% 27% 13% 12% 11% 13% 12% 16% 21% 27% 22% 24% 21% 38% 40% 27% 5% 20% 12% 10% 33% 24% 12% 11% 14% 24% 26% 16% 15% 33% 1% 5% 3% 2% 7% 5% 3% 3% 3% 6% 5% 4% 3% 6% New Orleans, LA Baton Rouge, LA Houston, TX Atlanta, GA Lake Charles, LA Gulfport, MS San Antonio, TX Nashville, TN Memphis, TN Galveston Island, TX Chattanooga, TN Savannah, GA Charleston, SC Corpus Christi, TX Past 2 years More than 2 years ago Never visited, but want to Never visited, don't want to Don't know

The top competitive set for New Orleans/Kenner outside of Louisiana destinations includes Houston, Atlanta, San Antonio, Gulfport, Nashville, Memphis, and Galveston.

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Intent to Visit New Orleans

• S3. Do you intend on visiting New Orleans within the next 5 years?

[Base: Never visited New Orleans, but want to, n=149]

Yes 73% No 27%

Among those who have not visited New Orleans but want to, nearly three-quarters say they will do so within the next five years.

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Primary Purpose of Last Trip

• Q4. What was the primary purpose of that trip? [Base: Visited New Orleans in the Past, n=918]

Leisure only 72% Business only 11% Combined Business and Leisure 17%

For the majority of respondents, the primary purpose of their last trip to New Orleans was leisure only (cited by 72%); 17% combined business and leisure.

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Type of Trip

• Q5a. What best describes the type of trip you took? [Base: Visited New Orleans in the Past, n=918]

28% 18% 12% 12% 10% 8% 4% 2% 2% 1% 1% 1% 1% 0% Vacation Weekend getaway Visiting friends and relatives Business Convention/Conference Business Meeting Sports event or competition Girlfriend getaway Getaway with the guys Family Reunion Collegiate/Membership org. or conference Church/religious group outing/trip Wedding Visit a cultural heritage site School reunion

Leisure 77% Business 23%

When asked to best describe the type of trip travelers last took to New Orleans, nearly half (46%) said it was a vacation or weekend getaway. An additional 12% were visiting friends and relatives. Nearly a quarter of travelers came to New Orleans at least partly for business purposes.

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Likelihood of Extending a Business Trip

• Q6a. How likely are you to extend a business trip, conference or training if there are leisure activities available

for you and your family? [Base: Business Travelers, n=482]

Very likely 39% Somewhat likely 44% Not too likely 9% Not at all likely 8%

When leisure activities are available for business travelers and their families, 83% say they are very likely to extend their business trip.

33% 46% 11% 6% 4%

0 Percent 1-25 Percent 26-50 Percent 51-99 Percent 100 Percent

• Q6b. In the past 2 years, what percentage of your business trips have you extended in order to participate in

leisure activities at the destination? [Base: Business Travelers, n=482]

Two-thirds of business travelers have extended one or more business trips within the last 2 years in order to participate in leisure activities at a destination.

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Amenities Testing

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Kenner Amenities: Top 15, According to Likelihood to Visit

• Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,
• Louisiana. [Base: All respondents, n=1137]

Features Much MORE Likely Somewhat MORE likely Makes No Difference Somewhat LESS likely Much LESS Likely Great seafood restaurants 36% 39% 22% 1% 2% Seafood restaurants along the waterfront 33% 43% 22% 1% 2% Attractive historic district 25% 40% 33% 0% 1% Boardwalk along the Mississippi River 24% 45% 30% 0% 1% Boardwalk along the Lake Pontchartrain 24% 45% 30% 1% 1% Arts and Music festivals on the waterfront 24% 43% 31% 1% 2% Tram route connecting all site features 21% 42% 34% 2% 2% Pedestrian access to the Mississippi River 18% 39% 41% 1% 1% Botanical Garden 17% 44% 36% 1% 2% Variety of ethnic cuisine 16% 42% 38% 3% 2% Outdoor theater adjacent to the water 16% 38% 43% 2% 2% Great shopping 16% 40% 40% 2% 2% Local Seafood Market 14% 26% 54% 3% 3% Ability to get away from the crowds of New Orleans 13% 39% 45% 2% 2% Band shell/live music venue 12% 38% 44% 3% 4%

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Kenner Amenities: #1 – 11 In Rank Order according to Likelihood to Visit

• Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,
• Louisiana. [Base: All respondents, n=1137]

36% 33% 25% 24% 24% 24% 21% 18% 17% 16% 16% 39% 43% 40% 45% 45% 43% 42% 39% 44% 42% 38% 22% 22% 33% 30% 30% 31% 34% 41% 36% 38% 43% 1% 1% 0% 0% 1% 1% 2% 1% 1% 3% 2% 2% 2% 1% 1% 1% 2% 2% 1% 2% 2% 2%

Great seafood restaurants Seafood restaurants along the waterfront Attractive historic district Boardwalk along the Mississippi River Boardwalk along the Lake Pontchartrain Arts and Music festivals on the waterfront Tram route connecting all site features Pedestrian access to the Mississippi River Botanical Garden Variety of ethnic cuisine Outdoor theater adjacent to the water

Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference Somewhat LESS Likely to Visit Much LESS Likely to Visit

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Kenner Amenities: #12 – 22 in Rank Order According to Likelihood to Visit

• Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,
• Louisiana. [Base: All respondents, n=1137]

16% 14% 13% 12% 11% 10% 9% 7% 7% 7% 6% 40% 26% 39% 38% 28% 32% 34% 27% 13% 13% 16% 40% 54% 45% 44% 54% 54% 52% 60% 72% 70% 68% 2% 3% 2% 3% 5% 2% 2% 2% 4% 5% 6% 2% 3% 2% 4% 3% 3% 2% 4% 5% 5% 4%

Great shopping Local Seafood Market Ability to get away from the crowds of NOLA Bandshell/live music venue Farmer's market Vibrant activity centers A distinct sense of place that is different from NOLA Environmental Trails Bike paths along the waterfront Bike trails that connect all the major attractions Public bar-b-cue areas Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference Somewhat LESS Likely to Visit Much LESS Likely to Visit Public barbeque areas

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Kenner Amenities: #23 – 33 in Rank Order According to Likelihood to Visit

• Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,
• Louisiana. [Base: All respondents, n=1137]

6% 6% 6% 5% 5% 5% 5% 5% 5% 4% 4% 26% 19% 24% 18% 13% 17% 9% 19% 16% 15% 18% 63% 62% 59% 68% 74% 69% 68% 67% 68% 72% 65% 2% 6% 5% 4% 3% 4% 8% 3% 6% 4% 6% 4% 8% 7% 5% 4% 5% 10% 6% 6% 5% 8%

Active Recreation Area Swimming pool Outdoor recreation area Petting zoo Community vegetable gardens A Fishing pier Children's play area Boat rentals A Splash Park A Marina Picnic areas Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference Somewhat LESS Likely to Visit Much LESS Likely to Visit

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Kenner Amenities: #34 – 44 in Rank Order According to Likelihood to Visit

• Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,
• Louisiana. [Base: All respondents, n=1137]

4% 4% 4% 4% 3% 3% 3% 3% 2% 2% 1% 20% 14% 14% 19% 12% 13% 14% 10% 7% 11% 5% 67% 70% 71% 71% 72% 70% 72% 76% 69% 70% 74% 4% 7% 5% 3% 5% 8% 5% 5% 10% 9% 10% 5% 6% 6% 4% 8% 6% 6% 7% 11% 8% 10%

Places where movies were filmed Convention Center Bait and tackle for rent Environmental Education Center A golf course Carousel Ferris wheel Ability to dock a boat at a reasonable rate Dog Park Miniature Golf Tennis Courts Much MORE Likely to Visit Somewhat MORE Likely to Visit Would Make No Difference Somewhat LESS Likely to Visit Much LESS Likely to Visit

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Key Driver Analysis and Correlations

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Key Driver Analysis and Correlations

A Pearson Correlation and Regression (or “Key Driver”) analysis was performed to determine which amenities were highly correlated to travelers’ likelihood to visit Kenner. A strong correlation means that if respondents gave high ratings on their overall likelihood to visit, they also gave high ratings to these amenities. The ten amenities most highly correlated to travelers’ likelihood to visit are shown in the graph to the right. These amenities predicted 22% of the variance in travelers’ likelihood to visit Kenner. Of the top ten amenities, five were significant predictors, or “drivers” of likelihood to visit Kenner

.386 .338 .329 .322 .314 .311 .301 .296 .284 .277

Ability to get away from the crowds of New Orleans Boardwalk along the Lake Pontchartrain Great shopping Attractive historic district Pedestrian access to the Mississippi River Boardwalk along the Mississippi River Tram route connecting all site features A distinct sense of place that is different from New Orleans Botanical Garden Public bar-b-cue areas

Correlations

Public barbeque areas Key Drivers of Likelihood to Visit Kenner Beta† Significance (p value) Ability to get away from the crowds of New Orleans .277 .000 Public barbeque areas .142 .000 Great shopping .132 .000 A distinct sense of place that is different from New Orleans

• .122

.003 Attractive historic district .092 .015 †The measure of the contribution of each variable to the model.

• Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner, Louisiana?
• Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,

Louisiana.

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Correlations : #1 – 22 in Rank Order of Strength of Correlation to Likelihood to Visit Kenner

• Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner, Louisiana?
• Q16. Please indicate how each of the following features might impact your likelihood of visiting Kenner,

Louisiana.

Pearson Correlation Overall Likelihood to Visit 1 Ability to get away from the crowds of New Orleans 0.386 2 Boardwalk along the Lake Pontchartrain 0.338 3 Great shopping 0.329 4 Attractive historic district 0.322 5 Pedestrian access to the Mississippi River 0.314 6 Boardwalk along the Mississippi River 0.311 7 Tram route connecting all site features 0.301 8 A distinct sense of place different from New Orleans 0.296 9 Botanical Garden 0.284 10 Public barbeque areas 0.277 11 Vibrant activity centers 0.274 12 Active Recreation Area 0.272 13 Band shell/live music venue 0.270 14 Arts and Music festivals on the waterfront 0.270 15 Local Seafood Market 0.268 16 Outdoor recreation area 0.263 17 Variety of ethnic cuisine 0.260 18 Farmer's market 0.259 19 Seafood restaurants along the waterfront 0.258 20 Outdoor theater adjacent to the water 0.257 21 Picnic areas 0.250 22 Great seafood restaurants 0.246

Intangible assets such as ability to get away from crowds and a distinct sense of place had the greatest impact on travelers’ intent to visit Kenner. Promoting Kenner based on these qualities is recommended. Residents already recognize these attributes as top reasons to live and work in Kenner, so this allows Kenner to tap the local community as ambassadors, validating what they already love about their hometown. Residents are already aware that the City is the quieter side of New Orleans and are proud of that, along with the fact that Kenner is safe, convenient and affordable. A number of high scoring features fit extremely well with Kenner’s redevelopment plans of both Laketown and

• Rivertown. These include the plan for the boardwalk along

Lake Pontchartrain, attractive historic district, pedestrian access/boardwalk along the Mississippi, and a tram route connecting all features. Interestingly, these were also mentioned in the unaided qualitative resident outreach and interviews conducted with city officials. Several of the features included in the question are not part

• f the present Laketown or Rivertown plans. Among those

that scored highly are botanical gardens and bar-b-cue

• areas. As these are low cost amenities, we recommend

exploring the possibility of adding these features to the plans for either the lake or river front areas.

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Correlations : #1 – 22 in Rank Order of Strength of Correlation to Likelihood to Visit Kenner

Further validating both resident and business owner views is “great shopping”. Consistent with the idea that great places to live do make great places to visit, shopping is an important piece of the puzzle. Officials, residents and business owners all expressed a desire to improve retail

• ptions especially related to higher and better use of the

Esplanade. Residents lamented the loss of higher end anchor stores and the need for Kenner to return to the great shopping destination it once was. Residents appreciate that efforts are

• n going at the Esplanade to increase and enhance tenancy.

Great shopping will attract visitors. Many also expressed the need for the Esplanade to return to its status as a center of the City of Kenner. A comprehensive land use plan to help define the esplanade as one of the central nodes of Kenner is suggested. Looking at land use and redevelopment patterns such as Perkins Rowe in Baton Rouge or similar mixed use projects may provide some ideas for how to regain the vibrancy that long time residents recall about the Esplanade. Given that “vibrant activity centers” also scored highly, the idea of recreating an urban core will do well with visitors and could help attract young professionals and families.

Pearson Correlation Overall Likelihood to Visit 1 Ability to get away from the crowds of New Orleans 0.386 2 Boardwalk along the Lake Pontchartrain 0.338 3 Great shopping 0.329 4 Attractive historic district 0.322 5 Pedestrian access to the Mississippi River 0.314 6 Boardwalk along the Mississippi River 0.311 7 Tram route connecting all site features 0.301 8 A distinct sense of place different from New Orleans 0.296 9 Botanical Garden 0.284 10 Public barbeque areas 0.277 11 Vibrant activity centers 0.274 12 Active Recreation Area 0.272 13 Band shell/live music venue 0.270 14 Arts and Music festivals on the waterfront 0.270 15 Local Seafood Market 0.268 16 Outdoor recreation area 0.263 17 Variety of ethnic cuisine 0.260 18 Farmer's market 0.259 19 Seafood restaurants along the waterfront 0.258 20 Outdoor theater adjacent to the water 0.257 21 Picnic areas 0.250 22 Great seafood restaurants 0.246

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Travel Spending

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Total Spend By Visitation

• Q8a. About how much would you say you, personally, spent in total on this most recent trip.

[Total: All respondents, n=1137] [Visit Town: Likelihood to Visit Town Outside City (Top 2 Box), n=652] [Visit Kenner: Likelihood to Visit Kenner (Top 2 Box), n=411] [Impact of Image: Impact of Image on overnight trip (Top 2 Box), n=526] [Visit NO 2yrs: Visited New Orleans in Past two years, n=478]

$1,105 $1,079 $1,062 $1,107 $996 Total Visit Town Visit Kenner Impact of Image Visited NO 2 yrs

Respondents who have visited New Orleans within the past 2 years spent an average of $996

• n their most recent trip.

This is directionally less than the comparator groups (those who are very or somewhat likely to visit a town outside the city center, those who are very or somewhat likely to visit Kenner and those most impacted by the image)

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Spend by Activities

• Q8b. How much did you spend on each of the following? [Base: All respondents, n=1137]

$281 $337 $269 $135 $161 Transportation Lodging Meals Entertainment Shopping

Provided with a list of five spending categories, respondents determined that on their most recent trip they spent the most on lodging (average of $337), followed by transportation ($281) and meals ($269). Entertainment and shopping each accounted for more than $100.

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Spend on Activities

• Q8b. How much did you spend on each of the following? [Total: All respondents, n=1137]

Visit Town: Likelihood to Visit Town Outside City (Top 2 Box) [n=652] Visit Kenner: Likelihood to Visit Kenner (Top 2 Box) [n=411] Impact of Image: Impact of Image on overnight trip (Top 2 Box) [n=526] Visit NO 2yrs: Visited New Orleans in Past two years [n=478] $281 $337 $269 $135 $161 $278 $337 $277 $130 $173 $258 $324 $212 $133 $205 $278 $331 $231 $132 $192 $226 $309 $220 $146 $155 Transportation Lodging Meals Entertainment Shopping Total Mean Visit Town Visit Kenner Impact of Image Visited NO 2 yrs

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Accommodations

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Accommodations

• Q9. And, at which of the following type of accommodations did you stay during this most recent trip?

[Base: All respondents, n=1137]

67% 19% 4% 3% 3% 3% 2% 2% 7% Hotel/Motel/Resort Stay with family/friend Took a cruise Bed and Breakfast Timeshare Owned home/condominium/town home/apartment Rental condominium/Rental town home/Rental house Recreational Vehicle, Camper, tent Other

Two-thirds of these travelers stayed in hotels, motels or resorts on their most recent trip;

• ne-fifth stayed with family and friends.

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“Spending vs. Splurging” on Accommodations and Dining

Q21 Please indicate how strongly you agree with each of the following as they apply to your leisure or business travel. [Base: All respondents, n=1137] 8% 19% 2% 11% 8% 28% 50% 14% 41% 32% 17% 20% 50% 31% 34% 24% 8% 30% 12% 20% 23% 3% 5% 5% 6% I often extend business trips so I can explore the destination I am visiting I prefer to save on accommodations so I can spend money on other parts of my trip I prefer to splurge on accommodations and save on dining I prefer to splurge on dining out and save on accommodations I prefer to save on accommodations by staying

• utside the city center

Strongly Agree (4) Somewhat Agree (3) Somewhat Disagree (2) Strongly Disagree (1) Don’t Know/Rather not say (99)

More than two-thirds of respondents either strongly (19%) or somewhat (50%) agree that they prefer to save money on accommodations so that they can spend money on other aspects of their trip. For example, more than half (52%) strongly or somewhat agree that they prefer to splurge on dining out and save on accommodations. More than one-third (36%) strongly or somewhat agree that they often extend business trips to explore their destination.

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Factors For Accommodations: Visited New Orleans in the Past

• Q10a. When considering the type of accommodation you chose when visiting New Orleans, how

important were the following factors [Base: If Visited New Orleans in the Past, n=918] 73% 58% 51% 50% 46% 41% 4% 21% 32% 34% 31% 33% 32% 19% 2% 3% 6% 10% 9% 13% 34% 4% 7% 9% 9% 12% 14% 43% Safe neighborhood Value for the money Nightly room rate Proximity to downtown Ease of parking Cost of parking Proximity to the airport Very Important Somewhat Important Not Very Important Not at all Important

Visitors to New Orleans were asked to rate the importance of various factors in their choice of accommodations. Consistent with research on all destinations, safety was

• paramount. However, affordability and convenience were also very important to over

half of these travelers. Note that proximity to the airport is perceived as least important among these factors

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Factors For Accommodations: Considering Visiting New Orleans

• Q10a. When considering the type of accommodation you chose when visiting New Orleans, how

important were the following factors? [Base: Considering visiting New Orleans, n=149] 86% 71% 61% 52% 50% 46% 6% 13% 27% 36% 40% 36% 40% 39% 2% 3% 7% 8% 7% 34% 1% 1% 6% 7% 22% Safe neighborhood Value for the money Nightly room rate Proximity to downtown Ease of parking Cost of parking Proximity to the airport Very Important Somewhat Important Not Very Important Not at all Important

For those considering a trip to New Orleans, safety was very important to almost all. Affordability was very important to a larger percentage of these travelers than to those who have visited New Orleans in the past. Almost all said that room rates and value were important. For Kenner, convenience, including proximity to downtown and ease of parking, are far more important than proximity to the airport.

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Travel Activities

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Most Important Factors in Choosing Activities for Leisure Trip

• Q22. How important are each of the following factors when choosing the types of activities you do on a

leisure trip? [Base: All respondents, n=1137] 14% 10% 35% 75% 22% 22% 48% 35% 49% 21% 55% 53% 31% 40% 12% 3% 19% 20% 5% 13% 2% 0% 3% 4% 2% 3% 2% 1% 2% 2%

Exploring beyond the primary destination Meeting people who live in the destination I am visiting Having unique experiences Being in a safe environment Getting a feel for the surrounding areas when I am traveling Visiting destinations that exemplify the lifestyle of the region

Very Important (4) Somewhat Important (3) Not too Important (2) Not At All Important (1) Don’t Know/Rather not say (99)

When asked what is most important when choosing activities for a leisure trip, not surprisingly, respondents most frequently agreed that it is “very important to be in a safe environment” (75%). One-third (35%) think it is very important to have a “unique experience”, while one in five places high value on “getting a feel for the surrounding areas (22%) and “visiting destinations that exemplify the lifestyle of the region (22%). Findings suggest that “exploring” for its own sake and “meeting people” are not as important (unless, of course, they can be marketed as safe, unique experiences!)

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Activities Travelers Participated in During Most Recent Trip

• Q7. Which of the following activities did you participate in on your most recent trip? Please select all that
• apply. [Base: All respondents, n=1137]

ACTIVITIES Percentage Category

Experiencing local or regional cuisine 62% Culinary Going to a fine dining restaurant 43% Culinary Self-guided walking tour 42% Arts and Architecture Visiting historic sites 38% Heritage and Education Shopping for items made by locals 35% Arts and Architecture Shopping (general) 35% Shopping Participating in night life 34% Entertainment Visiting heritage buildings/historical buildings 33% Arts and Architecture Dining in ethnic restaurants 32% Culinary Attending a live music performance (not classical) 29% Entertainment

Cuisine, culture and shopping for local products are among the top activities of respondents in this study. Experiencing local cuisine doesn’t have to be “fine dining, "in fact, 19% fewer respondents said they went to a fine restaurant as compared to those who experienced local or regional cuisine.

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Top 20 Activities Travelers Participated in During Most Recent Trip

• Q7. Which of the following activities did you participate in on your most recent trip? Please select all that
• apply. [Base: All respondents, n=1137]

Activities % Activity Type

Experiencing local or regional cuisine 62% Culinary Going to a fine dining restaurant 43% Culinary Self-guided walking tour 42% Arts and Architecture Visiting historic sites 38% Heritage and Education Shopping for items made by locals 35% Arts and Architecture Shopping (general) 35% Shopping Participating in night life 34% Entertainment Visiting heritage buildings/historical buildings 33% Arts and Architecture Dining in ethnic restaurants 32% Culinary Attending a live music performance (not classical) 29% Entertainment Shopping in a mall 28% Shopping Visiting art museums/galleries 27% Arts and Architecture Exploring small towns 23% Arts and Architecture Shopping at an outlet mall 23% Shopping Visiting beaches/waterfronts 22% Sports and Recreation Visiting history museums/centers 22% Heritage and Education Visiting a local farmers market 22% Culinary Sampling traditional local artisan products 21% Culinary Attending an art/craft fair or festival 20% Arts and Architecture Exploring urban neighborhoods 20% Arts and Architecture

When asked about their most recent trip, respondents placed culinary and cultural activities ahead of shopping, recreation and attending musical

• performances. Levels of

participation in these activities demonstrates the potential of a “restaurant row” in an historic district such as that being considered for Rivertown.

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Activities Travelers Participated in During Most Recent Trip – By Category

• Q7. Which of the following activities did you participate in on your most recent trip? Please select all that apply.

[Base: All respondents, n=1137]

Self-guided walking tour 42% Participating in night life 34% Shopping for items made by locals 35% Attending a live music performance (not classical) 29% Visiting heritage buildings/historical buildings 33% Gambling 19% Visiting art museums/galleries 27% Attending a music fair or festival 18% Exploring small towns 23% Attending the theatre/play/opera (live performance) 11% Attending an art/craft fair or festival 20% Visiting theme or amusement parks 10% Exploring urban neighborhoods 20% Attending shows: boat, car, home, etc. 6% Visiting historic sites 38% Visiting “Hall of Fame” museum 6% Visiting history museums/centers 22% Visiting planetariums 4% Organized tour of local history or culture 12% Attending live classical music performance 4% Visited natural history museums/centers 11% Attending a professional dance performance 3% Visiting science museums/centers 9% Visiting beaches/waterfronts 22% Visiting living history museums 8% Visiting state/national parks 17% Visiting children’s museums 4% Attending or participated in sporting events 13% Attended historical re-enactments 4% Participating in sports (golf, hiking, biking) 8% Researching family history 4% Camped 3% Experiencing local or regional cuisine 62% Shopping (general) 35% Going to a fine dining restaurant 43% Shopping in a mall 28% Dining in ethnic restaurants 32% Shopping at an outlet mall 23% Visiting a local farmers market 22% Shopping at museum stores or art galleries 15% Sampling traditional local artisan products 21% None of the above 6% Attending a food/wine fair or festival 12%

Arts & Architecture Heritage & Education Entertainment Sports & Recreation Shopping Culinary

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Importance of Activities in New Orleans – Among “High Impact” Group

• Q5b. How important are the following activities when visiting New Orleans? [Base: Visited New Orleans in the

Past OR Intend to visit in next 5 years AND Impact of Image on Overnight trip (Top 2 Box) [n=479] 72% 43% 33% 31% 23% 22% 13% 12% 9% 9% 8% 5% 25% 42% 48% 48% 48% 48% 32% 43% 40% 44% 22% 28% 2% 11% 14% 17% 24% 24% 36% 37% 34% 36% 33% 46% 2% 4% 5% 4% 5% 7% 19% 8% 17% 12% 38% 21% Tasting Local Cuisine Exploring historic neighborhoods Live Music Attending cultural, heritage fairs/festivals Exploring the Mississippi River Taking a tour focusing on local architecture A variety of sports and outdoor recreation activities Exploring Lake Pontchartrain The effects of Katrina and rebuilding efforts Visiting adjacent towns Riverboat gambling Upscale Shopping Very important Somewhat important Not very important Not at all important

We provided a rendering of the plan for Laketown and asked what impact it would have on their decision to stay in Kenner. Among those most impacted by the plan, 72% said that local cuisine was very important (versus 65% for the total sample). Historic neighborhoods are very important to 43% of the “high impact” group (versus 34% total.)

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Awareness of Kenner

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Other Cities Visited Within an Hour of New Orleans

• Q11. Have you visited other cities within an hour’s drive of New Orleans?

[Base: If Visited New Orleans in the Past, n=918] Visited other cities within an hour’s drive [n=328]

Yes 36% No 64%

10.6% 2.6% 1.8% 1.8% 1.4% 1.3% 1.3% 1.2% 1.0% 0.9% 0.8% 4.1%

Baton Rouge Biloxi, MS Gulfport, MS Slidell Mandeville Houma Metairie Covington Lafayette Kenner Hammond Other Cities Visited

Among past visitors to New Orleans, more than one-third (36%) visited other cities within an hour of New Orleans; Baton Rouge was the city these travelers visited most often (cited by 11%)

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Other Places Visited Near New Orleans

• Q12. Did your trip include visiting any of the following nearby places?

[Base: If Visited New Orleans in the Past, n=918]

35% 17% 12% 11% 6% 5% 3% 3% 1% 49%

Rivertown (Downtown Historic District) Lake Pontchartrain Metterie Esplanade Mall

• St. Bernard’s Parish

Treasure Chest Casino The Pontchartrain Center Planetarium and MegaDome Cinema Laketown None of the above

Metairie

When respondents were aided with the actual names of locations near New Orleans and asked if they had visited them, it was determined more than half of the respondents who have visited New Orleans have also visited at least one location in Kenner (58%). However, it is uncertain to what extent visitors were previously aware that all of the listed places except for Metarie and St. Bernard’s Parish are in Kenner.

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Awareness and Perceptions of Kenner

• Q13. Have you ever heard of Kenner, Louisiana? [Base: All respondents, n=1137]
• Q14. What is first comes to mind when you think of Kenner? [Base: Have heard of Kenner, n=647]

Yes 61% No 39%

14% 9% 3% 2% 2% 1% 1% 1% 1% 13% 10%

NOLA Airport/Louis Armstrong Airport/MSY Town Close to New Orleans/Suburb of New Orleans Friends/Family live there Casino/Gambling Small town Good food/Seafood Crime/Dirty Airplane crash Britney Spears Other Don't know/Don't remember

Slightly more than three-fifths of respondents (61%) have heard of Kenner; however, awareness is mostly limited to the airport and the proximity of the city to New Orleans.

41

Likelihood to Visit

42

Desired Amenities When Choosing a Destination

• Q17. When considering a day trip or an overnight stay(s), as part of your vacation or business excursion,

how important are each of the following items? [Base: All respondents, n=1137]

Attractive historic district 22% Boardwalk with dining, shopping, 23% Entertainment 19% Marina 3% Outdoor recreation

• pportunities

8% A restaurant district 25%

Travelers were asked about the important features for a destination they would consider for an overnight stay. Waterfront dining and historic districts are important to travelers, presenting an exciting opportunity for Rivertown and Laketown redevelopment.

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Likelihood to Stay Outside Major City

• Q15a. How likely are you to stay in a town that is outside the major city where you are visiting?

[Base: All respondents, n=1137]

Very likely 11% Somewhat likely 46% Not very likely 32% Not at all likely 11%

More than half of travelers (57%) say they are either somewhat (46%) or very (11%) likely to stay in a town that is outside the major city they are visiting. This finding demonstrates the viability of “second tier” cities in attracting a portion of the tourism market from tier one cities.

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Likelihood to Stay Outside Major City – Likely to Visit New Orleans Next Year

• Q15a. How likely are you to stay in a town that is outside the major city where you are visiting?

[Base: Likely to visit New Orleans next year, n=663]

Very likely 13% Somewhat likely 48% Not very likely 30% Not at all likely 9%

Among those who are likely to visit New Orleans next year, 13% say they are “very likely” to stay outside of New Orleans when they visit; nearly half (48%) said they are “somewhat likely”. This would potentially provide Kenner with an opportunity to target a majority (61%) of New Orleans-destined travelers with messages about the Kenner’s convenience and affordability. 61% say they are either “very likely” or “somewhat likely” to stay outside of New Orleans

45

Likelihood to Stay Outside Major City

• Q15a. How likely are you to stay in a town that is outside the major city where you are visiting?

[Total: All respondents, n=1137] [Visit Town: Likelihood to Visit Town Outside City (Top 2 Box), n=652] [Visit Kenner: Likelihood to Visit Kenner (Top 2 Box), n=411] [Impact of Image: Impact of Image on overnight trip (Top 2 Box), n=526] [Visit NO 2yrs: Visited New Orleans in Past two years, n=478] 11% 46% 32% 11% 24% 60% 14% 2% 16% 55% 25% 4% 11% 44% 34% 12% Very likely Somewhat likely Not very likely Not at all likely

Total Visit Kenner Impact of Image Visited NO 2 yrs

The renderings attract travelers who are already predisposed to staying outside of major city centers; 84% of those who have visited Kenner would be very/somewhat likely to stay outside of a city center again. Among those who reported that the rendering impacted their likelihood to stay in Kenner, 71% are very or somewhat likely to stay outside a city center. Among those who visited New Orleans in the last two years…more than half (55%) say they are very or somewhat likely to stay outside a city center. Very good news for Kenner!

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Likelihood to Visit Kenner

• Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner,

Louisiana? [Base: All respondents, n=1137]

Very Likely 11% Somewhat Likely 25% Neither Likely nor Unlikely 29% Somewhat Unlikely 17% Very Unlikely 18%

More than a third of travelers said they would be very or somewhat likely to visit Kenner if they were planning to visit New Orleans, while 29% were neutral. 36%very or somewhat likely to visit Kenner if planning to visit New Orleans

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Likelihood to Visit Kenner – Visited New Orleans in Part or Want to Visit

• Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner,

Louisiana? [Base: Likely to Visit New Orleans Next Year, n=663]

Among those who are likely to visit New Orleans, one in five (20%) say that they are very likely to visit Kenner; another 20% say they are somewhat likely. Some 28% are neutral to the idea

• f visiting Kenner when planning a trip to New Orleans.

Very Likely 20% Somewhat Likely 18% Neither Likely nor Unlikely 28% Somewhat Unlikely 24% Very Unlikely 10%

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Likelihood to Visit Kenner - Crosstab

• Q15b. If you were planning on visiting New Orleans, how likely would you be to visit Kenner,

Louisiana? [Base: All respondents, n=1137] [Visit Town: Likelihood to Visit Town Outside City (Top 2 Box), n=652] [Visit Kenner: Likelihood to Visit Kenner (Top 2 Box), n=411] [Impact of Image: Impact of Image on overnight trip (Top 2 Box), n=526] [Visit NO 2yrs: Visited New Orleans in Past two years, n=478]

11% 25% 29% 17% 18% 17% 36% 31% 9% 8% 17% 38% 26% 13% 6% 12% 22% 25% 19% 22%

Very Likely Somewhat Likely Neither Likely nor Unlikely Somewhat Unlikely Very Unlikely

Total Visit Town Impact of Image Visited NO 2 yrs

Among those who reported that the rendering had an impact, 55% said they were likely to visit Kenner if they were planning to visit New Orleans (17% “very likely” and 38% “somewhat likely”) However, those who visited New Orleans within the past two years were more likely to say that they are very (22%) or somewhat (19%) unlikely to visit Kenner if they were to visit New Orleans again

49

Impact of Laketown Plan

50

Laketown Plan

51

Impact of Kenner Plans

• Q18a. What impact does the depiction of Kenner above have on your interest in visiting Kenner for a day

trip? [Base: All respondents, n=1137]

Significant impact 11% Moderate impact 40% Not much impact 29% No impact at all 20%

More than half of the respondents (51%) said that the rendering presented made an impact on their interest in visiting Kenner. 11% said it had a “significant” impact, while 40% said it had a “moderate” impact.

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Interest of Overnight Stay in Kenner

• Q18b. What impact does the depiction of Kenner above have on your interest in visiting Kenner for an
• vernight trip? [Base: All respondents, n=1137]

Significant impact 9% Moderate impact 37% Not much impact 31% No impact at all 23%

Additionally, nearly half of the respondents (46%) said that the rendering presented made an impact on their interest in visiting Kenner for an overnight

• stay. 9% said it had a “significant” impact, while 37% said it had a “moderate”

impact.

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Factors in Decision Regarding Where to Stay for a Business Trip

• Q19. How important are each of the following elements in your decision on where to stay for a business

trip on a scale from 1 to 5, where 1= Not important at all and 5= Extremely important?[Base: Business Travelers, n=553] 51% 42% 41% 34% 33% 26% 12% 31% 42% 36% 44% 35% 32% 24% 10% 11% 14% 15% 19% 22% 35% 3% 2% 4% 4% 5% 9% 17% 6% 3% 5% 3% 7% 11% 12%

Location closest to my meetings Convenience Price of hotels Good restaurants Cost of transportation to where I need to travel Conveniently located convention center Entertainment

Extremely important (5) 4 3 2 Not important at all (1)

Mean Score

(5=“extremely important”)

4.18 4.18 4.05 4.03 3.83 3.54 3.08

Not surprisingly, the top three factors of importance when determining where to stay for a business trip are location, convenience and price. “Location closest to my meetings” was rated as “extremely important” by 51% of respondents, “convenience” by 42% of respondents and “price of hotels” by 41%

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Likelihood to Visit New Orleans in the Next Year

• Q20. How likely are you to visit New Orleans in the next year? [Base: All respondents, n=1137]

Very likely 31% Somewhat likely 27% Somewhat unlikely 21% Not at all likely 21%

Nearly one-third of respondents (31%) say that they are “very likely” to visit New Orleans within the next year, while an additional 27% say they are “somewhat likely” to visit 58% say they are either “very” or “somewhat” likely to visit New Orleans in the next year

55

Likelihood to Visit New Orleans – Visited New Orleans in Past 2 Years

• Q20. How likely are you to visit New Orleans in the next year?

[Base: Visited New Orleans in Past 2 Years, n=478]

Among all respondents, 58% reported that they are likely to visit New Orleans within the next year, but for those who have visited New Orleans in the last 2 years, the likelihood to visit is much higher, 85%. Repeat visitors to New Orleans are an attractive market for Kenner.

Very likely 63% Somewhat likely 22% Somewhat unlikely 9% Not at all likely 6%

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Voice of the Residents

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Kenner Residents: Rivertown

Question: What types of features, or amenities, would you like to see developed in Rivertown? (You can use your imagination here. This can be anything from restaurants and music venues, to an environmental learning center.)

Suggestions for Rivertown development most frequently included: Upscale and better restaurants, bars, and specialty/boutique shopping (fewer, better restaurants and shops) Restoring, updating and publicizing the museums and children’s learning programs Have more frequent events like weekend mini festivals, but keep costs low for families with children Leverage present entertainment and cultural offerings; add independent movie theater, live plays and small clubs to feature local musicians, e.g. jazz clubs A few residents identified the limited size of the area, lack of convenient interstate access, safety (Esplanade in particular and adjacent neighborhoods, lack of adequate signage, advertising of offerings and parking, and speed traps in Rivertown as barriers to development; however, some noted that limited size makes it a good area for walking Potential for beautification and leveraging Kenner’s nostalgic appeal (e.g., Indian Village) give Kenner the potential to be a magnet for cultural events and festivals if there is adequate safe parking and attractive shops/restaurants

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Verbatim Comments from Kenner Residents: Rivertown

I would like great dining over the river. Top end restaurants. Maybe a Drago’s, a couple of nice bars. Maybe a Broadway style theatre.

General suggestions:

“Rivertown has been developed and redeveloped many times. Why hasn't any of this been able to be sustained?” “We need to review what other cities have done to sustain areas like Rivertown.” More restaurants and some type of 'destination shopping' to really create a reason to go there.

.

Out of state visitors like to see history as it was....like Indian Village.. but these places need to be kept in good condition. Remember, before the world's fair, Julia Street was considered to be skid row in New Orleans. No one remembers that since then it was rehabilitated. A nice daily or weekly seafood market, like in Westwego, would attract locals and travelers alike. This would benefit other commercial establishments in the area.

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Kenner Residents: Laketown

Question: What types of features, or amenities, would you like to see developed in Laketown? (You can use your imagination here. This can be anything from restaurants and music venues, to an environmental learning center.)

Suggestions for Laketown development most frequently included: Waterside attractions: marina/pier, water sports rentals, water/amusement park Restaurants and bars Outdoor music concert hall/amphitheater, recreational area, Boardwalk/walking path Small activities at the Boat Launch (bands, food, etc.) Leverage existing facilities: “Better utilization of the Pontchartrain Center, something besides dance revues, proms, and cheap craft sales. Improvements to the boat launch and Laketown. Monthly car/bike shows would be nice.“ “More events at Treasure Chest. A better pier. More boat docks. An amphitheater for

• utdoor concerts and events. NO MORE COMMERCIAL BUILDINGS.”

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Kenner Residents: Laketown

It should be tasteful and appropriate. If it could be developed into restaurants with a feel like the old West End fell this would be great especially since we now have Coconut Beach next to the Pontchartrain Center. Waterfront development modeled after other successful projects which include residential, commercial and public space. Perfect site to expand recreational options within the City of Kenner. Could include, skate parks, BMX tracks, etc... A outdoor live music venue in this area would also be great. Survey Instrument It could be a major seafood and entertainment hub outside the French Quarter. More and better hotels. Buy out eyesore properties and then establish new improved things. Bucktown is a great model for what Laketown could be. We now have Coconut Beach and that's a good start. Stop letting people who rent the shelters play loud music. ENFORCE THE NOISE ORDINANCES. My family stopped going to Laketown because of the HORRIBLE language from the music that is played. I've talked to many others who feel the

• same. It used to be a peaceful place and it has turned into an outdoor nightclub for some.

Build a protected outdoor area for entertainment, such as art shows...musical shows with refreshments....such as small festivals have....outdoor events are great but rely on weather......space could be even decorated and rented out for weddings and other events.