RSCVA Releases 2011 Visitor Profile Survey

2012-02-23

The Reno-Sparks Convention and Visitors Authority (RSCVA) today released the results of a year-long survey of Reno Tahoe USA’s recent visitors. EMC Research, Inc. conducted the internet-based survey of 2,797 individuals who visited Washoe County in 2011 on behalf of the RSCVA.  
 
Results of the survey show visitors to Reno Tahoe USA are overwhelmingly satisfied with their trip and plan to return to the area. Eighty-one percent of respondents reported a favorable experience, and when asked about their intent to return, 72 percent said they would definitely or very likely return, while 21 percent indicated they might possibly return.  
 
The single, primary purpose for visiting Reno Tahoe USA was Vacation (34%), ahead of Gaming (16%), Family and Friends (16%), Recreation (9%), Business (6%), Events/Shows/Live Sports (6%), Convention (5%), and Shopping (4%). Of those surveyed, 89 percent used a portion of their trip as a vacation, 55 percent indicated that they did some gambling during their visit, 68 percent said they spent time at events, shows or shopping, and 13 percent said they conducted business while in town as well.
 
“The results of this survey are very promising,” said RSCVA President and CEO Christopher Baum. “It not only shows that visitors to Reno Tahoe USA are enjoying their stay but that they are also taking advantage of the variety of activities and attractions offered throughout the region.”
 
More than 39 percent of respondents live in California, where the top three areas for drawing visitors were shown to be the San Francisco Bay Area (36.8%), the Los Angeles Area (26.7%), and the Sacramento Area (18.6%). Texas (5.1%) and Florida (4.3%) rounded out the top three states from which Reno Tahoe USA attracts visitors. The survey shows that 54 percent of visitors who participated traveled by car, while 41 percent traveled by air.
 
The overall impact reported by those surveyed showed that, on average, visitors spent $614 per person each day of their visit. Respondents who indicated they visited for Gaming spent more than any other visitor group at $1,046 per person. Those who visited for Vacation spent an average of $286 per person, per day.  
 
The survey also showed that 80% of respondents stayed in a hotel during their visit, with overnight visitors showing an average length of stay of 3.5 nights.
 
All visitors surveyed were at least 21-years-old and reside in the United States or Western Canada. To be included in the survey, individuals must have visited the Reno, Sparks, Incline Village or Crystal Bay area the month prior to participating in the survey. The overall margin of error for the survey results is ±1.9%.