2014 Savannah Music Festival Lowcountry Island Resort Tourism Institute at USC Beaufort Kelli Brunson Catherine Moorman Dr. John Salazar USCB 2014 1
Demographics USCB 2014 2
Top 25 DMA Markets USCB 2014 3
Metropolitan Area Sum of 159 by % Share - % Share - % Share % Share - Arbitron Metropolitan Area Neilsen Scarbarough Atlanta-Sandy Springs-Marietta, GA MSA 45 21% 14% 14% 12% Charleston-North Charleston, SC MSA 15 7% 6% 6% 6% Statesboro, GA MSA 11 5% 5% 5% 5% Augusta-Richmond County, GA-SC MSA 10 5% 4% 4% 5% Jacksonville, FL MSA 11 5% 3% 3% 3% Brunswick, GA MSA 5 2% 2% 2% 2% Tallahassee, FL MSA 5 2% 2% 2% 2% Macon, GA MSA 5 2% 2% 2% 2% Hinesville-Fort Stewart, GA MSA 4 2% 2% 2% 2% Deltona-Daytona Beach-Ormond Beach, FL MSA 4 2% 2% 2% 2% Warner Robins, GA MSA 4 2% 2% 2% 2% Columbia, SC MSA 4 2% 1% 1% 2% Orlando-Kissimmee, FL MSA 7 3% 1% -1% -1% Spartanburg, SC MSA 4 2% 1% -1% 0% Nashville-Davidson--Murfreesboro, TN MSA 5 2% 0% 0% -1% Raleigh-Cary, NC MSA 5 2% 0% -1% 0% Charlotte-Gastonia-Concord, NC-SC MSA 7 3% 0% 0% 0% Milwaukee-Waukesha-West Allis, WI MSA 5 2% 0% 0% -2% Baltimore-Towson, MD MSA 7 3% 0% 0% -1% Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 11 5% -2% -3% -3% Miami-Fort Lauderdale-Miami Beach, FL MSA 8 4% -2% -1% -1% Boston-Cambridge-Quincy, MA-NH MSA 8 4% -2% -2% -4% Chicago-Naperville-Joliet, IL-IN-WI MSA 11 5% -7% -5% -7% Los Angeles-Long Beach-Santa Ana, CA MSA 4 2% -15% -14% -14% New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 9 4% -20% -17% -12% Total 214 100% 0% 0% 0% USCB 2014 4
Breakdown of Markets The top markets for the Savannah Music Festival are Atlanta-Sandy Springs-Marietta, GA, Charleston-North Charleston, SC, Statesboro, GA, Augusta-Richmond County, GA-SC, Jacksonville, FL, Brunswick, GA, Tallahassee, FL, Macon, GA, and Hinesville-Fort Stewart, GA. The middle markets are Deltona-Daytona Beach-Ormond Beach, FL, Warner Robins, GA, Columbia, SC, Orlando-Kissimmee, FL, Spartanburg, SC, Nashville-Davidson--Murfreesboro, TN, Raleigh-Cary, NC, Charlotte-Gastonia-Concord, NC-SC, and Milwaukee-Waukesha-West Allis, WI. The weaker markets include Baltimore-Towson, MD, Philadelphia-Camden-Wilmington, PA-NJ-DE- MD, Miami-Fort Lauderdale-Miami Beach, FL, Boston-Cambridge-Quincy, MA-NH, Chicago- Naperville-Joliet, IL-IN-WI, Los Angeles-Long Beach-Santa Ana, CA, and New York-Northern New Jersey-Long Island, NY-NJ-PA. This analysis does not include the zip codes for Savannah, GA and Hilton Head Island, SC. USCB 2014 5
Summary of Zip Codes This is a summary of all the zip codes collected at the 2014 Savannah Music Festival. USCB 2014 6
Metropolitan Area Sum of 159 by Metropolitan Area Savannah, GA MSA 633 Hilton Head Island-Beaufort, SC MSA 60 Atlanta-Sandy Springs-Marietta, GA MSA 45 Charleston-North Charleston, SC MSA 15 Statesboro, GA MSA 11 Jacksonville, FL MSA 11 Chicago-Naperville-Joliet, IL-IN-WI MSA 11 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 11 Augusta-Richmond County, GA-SC MSA 10 New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 9 Miami-Fort Lauderdale-Miami Beach, FL MSA 8 Boston-Cambridge-Quincy, MA-NH MSA 8 Charlotte-Gastonia-Concord, NC-SC MSA 7 Orlando-Kissimmee, FL MSA 7 Baltimore-Towson, MD MSA 7 Macon, GA MSA 5 Brunswick, GA MSA 5 Tallahassee, FL MSA 5 Nashville-Davidson--Murfreesboro, TN MSA 5 Milwaukee-Waukesha-West Allis, WI MSA 5 Raleigh-Cary, NC MSA 5 Hinesville-Fort Stewart, GA MSA 4 USCB 2014 7
Metropolitan Area Sum of 159 by Metropolitan Area Columbia, SC MSA 4 Deltona-Daytona Beach-Ormond Beach, FL MSA 4 Warner Robins, GA MSA 4 Los Angeles-Long Beach-Santa Ana, CA MSA 4 Spartanburg, SC MSA 4 Buffalo-Niagara Falls, NY MSA 4 Albany-Schenectady-Troy, NY MSA 4 San Jose-Sunnyvale-Santa Clara, CA MSA 3 Phoenix-Mesa-Scottsdale, AZ MSA 3 Tampa-St. Petersburg-Clearwater, FL MSA 3 Minneapolis-St. Paul-Bloomington, MN-WI MSA 3 Seneca, SC MSA 3 Chattanooga, TN-GA MSA 3 Richmond, VA MSA 3 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 3 San Francisco-Oakland-Fremont, CA MSA 2 Myrtle Beach-Conway-North Myrtle Beach, SC MSA 2 Denver-Aurora, CO MSA 2 Orangeburg, SC MSA 2 Wilmington, NC MSA 2 Bremerton-Silverdale, WA MSA 2 Seattle-Tacoma-Bellevue, WA MSA 2 Sarasota-Bradenton-Venice, FL MSA 2 The Villages, FL MSA 2 Walterboro, SC MSA 2 San Diego-Carlsbad-San Marcos, CA MSA 2 Huntsville, AL MSA 2 Sumter, SC MSA 2 Cincinnati-Middletown, OH-KY-IN MSA 2 USCB 2014 8
Metropolitan Area Sum of 159 by Metropolitan Area Fort Wayne, IN MSA 2 Birmingham-Hoover, AL MSA 2 Knoxville, TN MSA 2 Morehead City, NC MSA 2 Winston-Salem, NC MSA 2 Athens-Clarke County, GA MSA 2 Durham, NC MSA 2 Dayton, OH MSA 2 Detroit-Warren-Livonia, MI MSA 2 Akron, OH MSA 2 Pittsburgh, PA MSA 2 Virginia Beach-Norfolk-Newport News, VA-NC MSA 2 Seaford, DE MSA 2 York-Hanover, PA MSA 2 Rochester, NY MSA 2 Trenton-Ewing, NJ MSA 2 Claremont, NH MSA 2 Portland-South Portland-Biddeford, ME MSA 2 Anchorage, AK MSA 1 Dallas-Fort Worth-Arlington, TX MSA 1 Santa Cruz-Watsonville, CA MSA 1 Sacramento--Arden-Arcade--Roseville, CA MSA 1 Eugene-Springfield, OR MSA 1 Reno-Sparks, NV MSA 1 Boise City-Nampa, ID MSA 1 Durango, CO MSA 1 Santa Fe, NM MSA 1 Rapid City, SD MSA 1 McAllen-Edinburg-Mission, TX MSA 1 Naples-Marco Island, FL MSA 1 Vidalia, GA MSA 1 Milledgeville, GA MSA 1 Gainesville, FL MSA 1 Gainesville, GA MSA 1 St. Louis, MO-IL MSA 1 USCB 2014 9
Metropolitan Area Sum of 159 by Metropolitan Area Portland-Vancouver-Beaverton, OR-WA MSA 1 Spokane, WA MSA 1 Houston-Sugar Land-Baytown, TX MSA 1 Fort Walton Beach-Crestview-Destin, FL MSA 1 St. Marys, GA MSA 1 Columbus, GA-AL MSA 1 Fort Valley, GA MSA 1 Tuscaloosa, AL MSA 1 New Orleans-Metairie-Kenner, LA MSA 1 Peoria, IL MSA 1 Decatur, IL MSA 1 Champaign-Urbana, IL MSA 1 Madison, WI MSA 1 Wausau, WI MSA 1 Appleton, WI MSA 1 Indianapolis-Carmel, IN MSA 1 Greenville, OH MSA 1 Richmond-Berea, KY MSA 1 Huntington-Ashland, WV-KY-OH MSA 1 Charleston, WV MSA 1 Anderson, SC MSA 1 USCB 2014 10
Metropolitan Area Sum of 159 by Metropolitan Area Salisbury, NC MSA 1 Columbus, OH MSA 1 Toledo, OH MSA 1 Cleveland-Elyria-Mentor, OH MSA 1 Weirton-Steubenville, WV-OH MSA 1 Little Rock-North Little Rock, AR MSA 1 Cambridge, MD MSA 1 Harrisburg-Carlisle, PA MSA 1 Elmira, NY MSA 1 Syracuse, NY MSA 1 Bridgeport-Stamford-Norwalk, CT MSA 1 Worcester, MA MSA 1 Rutland, VT MSA 1 Lebanon, NH-VT MSA 1 Laconia, NH MSA 1 Merrill, WI MSA 1 Escanaba, MI MSA 1 Alpena, MI MSA 1 Total 1059 USCB 2014 11
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Visitor Characteristics USCB 2014 20
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How likely are you to return to next year's festival and recommend the festival to friends? Extremely Unlikely Very Unlikely Not Sure Very Likely Extremely Likely Rating Average Rating Count Return to next year's festival 2.2% (27) 2.3% (28) 7.0% (87) 19.6% (244) 69.0% (858) 4.51 1,244 Recommend the festival to friends 0.2% (3) 0.2% (3) 2.2% (27) 18.1% (221) 79.2% (969) 4.76 1,223 USCB 2014 44
For More Information Contact Dr. John Salazar 843-208-8217 USCB 2014 45