Charleston Area Paid Attraction Visitor Survey

Summer 2005, Study

October, 2005

Prepared by Stephen W. Litvin

Executive Summary

This study of Charleston's attraction sector is a follow-up to a March 2005 study also funded by the CACVB and the College of Charleston. While the previous study focused upon Fall visitors to Charleston, the focus herein is Charleston's Summer guests.

While the seasons have changed, most of the issues have not. The attraction sector's overall capture rate continues to soften, as the area's tourist mix continues to be dominated by regional and repeat visitors, two segments, it is noted, that are less likely to visit attractions.

Summer visitors, however, were more likely to travel with children, which resulted in higher attraction visitorship and greater spending. It is interesting to note, however, that Summer visitors stayed no longer in the area than had those in the Fall, surprising given the draw of the beach during the Summer. Among the most important finding noted was a pattern of attraction spending, that on a per diem basis was found to be insensitive to length of stay. Also noted, as had been highlighted in the Fall report, was the important impact of 'vacation time poverty', as guests rountinely indicated their interest in visiting various attractions...if only they had more time in the area.

Implications of the above, and management suggestions, are included in the report.