1C Peck
Port of Seattle Tourism Roundtable July 22, 2014 Walla Walla 2013 Visitor Survey Ron Peck Tourism Walla Walla MAJOR TAKEAWAYS Wine tasting is the major driver of visitors to Walla Walla This is primarily an adult destination with a focus on wine tasting Most visitors travel to Walla Walla in the months of May-September Repeat visitation numbers are very strong so the experience once they get here is positive A majority of visitors travel to Walla Walla in their personal vehicle, of those who fly, the majority come from Seattle and California 80% of visitors are paying to stay The primary decision maker is mainly female and over the age of 35 Our target market is well educated with no children at home and a high discretionary income 2 WHAT MAKES WALLA WALLA SO SPECIAL? Walla Walla Valley's appeal Two main draws to Walla Walla Small town ambiance 82% Valley are the charming beauty of the town/area, and the Quality of the wine 74% quality of local wine. Quality of the culinary 44% Visitors praise the restaurant experience experience and friendliness of Overall experience 38% the locals. Variety of things to do 31% History of the area 25% Proximity of the 22% destination The Valley's seclusion 19% Performing & creative 8% arts 3 Q16. Compared to other destinations, what is it about the Walla Walla Valley that most appeals to you? n=1855 VISITORS ARE EDUCATED, AFFLUENT Half of visitors come as couples, avg. party size is 2.8 The majority repeat visitors, 70% visit twice or more 52% spend $500 - $1500, 11% spend over $1,500 Half of visitors have an income over $100,000 Visitors are well-educated: over two-thirds have college degrees, nearly all have some college education 28% Education level Income High school degree 3% Some college 16% 15% 13% 13% Associate degree 10% 10% 10% 7% Bachelor degree 39% 3% Graduate degree 32% Q21. Are you male or female? n=1841 Q22. Which category below includes your age? n=1856 Q24. Which best represents the highest 4 level of school you have completed? n=1842 Q25. What was your household income in 2012? n=1670 DRIVING IS KING, BUT FLYING IS IN THE MIX Most arrive by car. Transportation Personal vehicle 84% Commercial air 15% Bus, tour 1% Private aircraft 1% Where flight was Number of from survey respondents Sea-Tac 50 California 49 Midwest 39 South 38 5 5 Q23. In what zip code is your primary residence located? n=1810 Q7. How did you travel to the Walla Walla Valley? n=1867 What More Could Ports Do for Walla Walla Tourism? Continue to work in a collaborative and cooperative fashion Work to grow International arrival destinations "Represent" the state Support the development of a sustainable, private sector involved, market driven Washington State Tourism Marketing effort 6
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