Virginia & Nevada Cities

Visitor Characteristics and Estimation

Institute for Tourism & Recreation Research

The University of Montana

Methods

Highway traffic counters

Traffic pull-oversVisitor intercept in towns

Traffic converted to Visitors

Highway traffic counters (July-Sept.)65,139 vehicles (60,644 private + 4,494

other) drove through the cities34,264 potential visitor vehicles or 53% of

total traffic (remove locals and commercial) 12% simply drive through 44% spend < 1 hour 11% spend 1-4 hours 33% spend 4+ hours

BOTTOM LINE: 23% total traffic spends at least 1 hour in VC/NC

Where are Visitors to VC/NC From?

Visitor Origin

Canada685 groups

(2%)

United States (not including

MT)20,558 groups

(60%)

Montana11,992 groups

(35%)Foreign

Countries1,371 groups

(4%)

Visitor Traffic Origin (Comparative)

%VC/NV % all state

Washington 9% 13%Idaho 7% 6%California 6% 9%Utah 4% 4%Oregon 3% 4%CO, FL, MN, TX, WY 2% ea. 2-5%

ea.

Visitor TrafficHours spent in VC/NC

Montana Residents

10% drove thru58% <1 hour9% 1-4 hours24% 4+ hours

Out-of-State Visitors

14% drove thru32% <1 hour14% 1-4 hours41% 4+ hours

The Real VC/NC Visitor:

Those spending more than one hour in the

cities

Respondent Visitor Types

Visitor OriginUnited States (not including

MT)65%

Canada2%

Montana27%

Foreign7%

Where are these Visitors From?

Montana Visitors:Bozeman 15%; Butte 14%; Billings 8%;

Helena 6%; Missoula 6%; Dillon, Ennis, Great Falls, & Hamilton 4% each; Anaconda & Whitehall 3% each; Columbus & Livingston 2% each

Out-of-State Visitors:WA 13%; ID 10%; CA 9%; UT, OR, TX 4%

each; CO, MN, PN, WY 3% each; FL, IL, IA, MD, MI, NY, OH, WI 2% each

Visitor Demographics

Generally a college-level educationHousehold income: Montana Out-of-

State<$39,000 37% 23%$40-80,000 46% 45%over $80,000 16% 32%

Other Characteristics:Group size: 4.98 5.24First visit: 18% 68%

Trip Characteristics

Out-of-State Visitors

Day Trip14%

Multi-day Trip to

Virginia City11%

Multi-day Trip to Other

Destination75%

Montana Residents Day Trip54%

Multi-day Trip to Virginia

City25%

Multi-day Trip to Other

Destination21%

Nights Away from Home

Montana Visitors

Minimum: 0 nights

Maximum: 14 nights

Mean: 1.3 nightsMedian: 0

nights

Out-of-State Visitors

0 nights 31 nights12.3 nights 10 nights

Trip Planning Horizon

Montana Visitors

Today 24%1-7 Days ago 33% 1-4 weeks ago 26%1-6 months ago 13%6+ months ago 5%

Out-of-State Visitors

26%31%15%

19% 9%

Trip Destinations

Montana Visitors

MONTANA 91%

Yellowstone NP 14% Bozeman 14%Ennis 12%Butte 7%

Out-of-State Visitors

72%

28% 7%

6% 2%

Travel Patterns

Montanans Out-of-StateWhere stayed: Before After Before After

Bozeman 15% 14% 9% 9% Ennis 14% 11% 11% 6%

W. Yellowstone 4% 2% 11% 12% Butte 6% 9% 6% 6% Dillon 4% 3% 6% 4% Yellowstone NP 3% 4% 6% 9% Helena 5% 7% 3% 3% Missoula 5% 4% 3% 5% Billings 4% 7% <1% 2%

Knowledge of Overnight Accommodations

Montana Visitors25% spent at least

one night in the cities.

76% were aware of lodging opportunities.

Out-of-State Visitors

21% spent at least one night in the cities.

36% were aware of lodging opportunities.

Top Reasons for VisitingMontanan’s Out-of-statersTo View Historic structures To View Historic structuresTo be with family/friends To learn MT historyTo escape routine To escape routineTo learn MT history To do exciting things

To relax To be with family/friendsTo do exciting things To relaxClose to home To tour Nevada CityTo attend VC Playhouse To shop

Satisfaction - Very High!Montanan’s Out-of-statersBehavior of other people Behavior of other peopleCleanliness of area Cleanliness of areaAmount of historical info Quality of historical infoQuality of historical info Amount of historical infoCondition of historical featuresCondition of Hist. featuresOpportunities for food/drink Type of developmentVariety of entertainment Maintenance of facilitiesType and Amount of Opportunity to shopdevelopment Amount of developmentOpportunity to shop Opportunities for

food/drink

Overall Satisfaction

On a scale of 1 to 9 with 9 very satisfied,Montana and Out-of-State Visitors both

scored

7.4

Information sources

Montanan’s Out-of-statersFriend/family recommend Family/friend

recommend

VC/NC brochures Travel guide bookBooks VC/NC brochuresMontana Travel Planner MT Travel PlannerTravel guide book BooksChamber/visitor Bureau Automobile Club

Improvement Suggestions

MT OutRestore historical places, buildings, boardwalks, displays 23% 19%More variety in food, shops, entertainment, attractions, activities, interactive displays12% 11%

More access to closed buildings & exhibits10% 8%More history and information 7% 8%More, better, cleaner restrooms 9%

5%Keep it simple and rustic; limit devlp. 8%

8%

Marketing Implications

Piggy-back with statewide and regional promotional campaigns to out-of-state visitors.

“Bring a friend” program.Pamphlets available in surrounding

communities and resident awareness of events.

Highway and directional signs in the region.Overnight accommodation availability.

Event Planning Implications

Formal and informal interpretive talks - dress in period clothing.

Life at the time - demonstrations on cooking, sewing, entertainment, children’s games, and other elements of everyday life.

Plan multi-day events to keep visitors in the area longer.

Extend business hours and season of area merchants.

Development Implications

Continue restoring and maintaining.Visitors indicate need for more

overnight accommodations - motels, campgrounds, RV parks.

Disability access to structures.Parking - plan for more RVs.

Thank You!Kim McMahon

Institute for Tourism & Recreation Research

School of ForestryThe University of Montana

www.forestry.umt.edu/itrr