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Coronavirus Recovery Preparedness

WAVE 2

Delivered July 2020

2

OverviewKey Findings

Page 3

2 BRANSON VISITATION OUTLOOK

3 POST-VIRAL POSITIONING

1 GENERAL OUTLOOKPages 4-15

Pages 16-20

Pages 21-27

Purpose. The purpose of conducting the Branson Coronavirus Recovery Preparedness Research is to better understand the current sentiment of prospective Branson visitors and to determine the best way(s) to position the area for a safe return of visitation in the coming months and beyond. This is the second wave of research used to compare sentiment over time.

Target Audience. This study was conducted among past Branson visitors who had previously provided their email address as part of the Branson Convention & Visitors Bureau’s ongoing visitor intercept research program. This list was mindfully chosen as a base because it intentionally represents those people known to have visited Branson in the past. Thus, the intent was to measure the attitudes and opinions of people known to be past Branson visitors. Throughout this report this audience is referred to as Branson visitors.

Sample. A total of 562 responses were collected for this research, providing for a maximum margin of error of +/-4.1% at a 95% confidence interval. The survey was conducted online over a 13-day period that began on June 12th and extended through June 24th, 2020. The average respondent invested 19.9 minutes completing their responses.

3

▪ Things are Looking Up. In general, we’re seeing a more confident traveler in this wave of research. Past Branson visitors indicate they feel much safer visiting all types of locations and activities and are more likely to partake in activities and travel over the next three months than they were in Wave 1.

▪ Mask Chaos. We continue to see that those most willing to travel are among the ones least likely to wear masks and those most likely to wear masks are the ones least likely to travel. This creates quite a conundrum. But this study did also find that travelers were significantly more likely to say they will wear a mask on their next visit to Branson (+18pts) than they did in the first wave of research. Of course, the arrival of visits from these consumers may still be a few months away.

▪ Travel Satisfaction Strong. Of the 29% of past Branson visitors who have already ventured out and traveled somewhere since the pandemic began, most (73%) indicated they were satisfied with the changes they experienced in the market – not bad given the challenges seen and heard across social media in the past month.

▪ Travel Safety Remains a Concern. Only about half of those who have ventured out thus far say they felt safer and more confident than they originally expected. This is slightly lower than the 64% recorded nationwide and mirrors the observation that only 30% of travelers trust other people to act responsibly.

Key Differences in Wave 2 Findings

3

General Outlook

Branson Coronavirus Recovery Preparedness Research

5

Fewer Branson visitors are wearing a mask when they go out into public, and fewer are working at home compared to in May.

70%

25%

20%

n/a

10%

n/a

2%

8%

62%

23%

15%

7%

6%

5%

2%

24%

Wearing a mask when I go out in public

Know of someone who was asked to quarantine for 14 or more days

Been working at home

Still experiencing reduction in my employment wages from the pandemic(hours, pay, furlough, layoff)

Have a close friend or family member who tested positive for coronavirus

Returned to my job now, but had my employment wages reduced during thepandemic (hours, pay, furlough, layoff)

I, or someone in my immediate family, tested positive for coronavirus

None of the above

Affects of the Coronavirus Pandemic

Wave 1

Wave 2

Q4: How, if at all, have you been affected by the coronavirus pandemic? Please select all that apply.

RESPONDENT BASE: ALL RESPONDENTS | N=562

6

Those who say they will be among the first to return are the ones least likely to wear a mask. However, those planning to return later are significantly more likely to wear a mask than they were previously.

46%

53%

77%

89%

60% 58%

79%

87%

40%

69%

89%87%

48%

65%69%

80%

First to Return Fast Follower Later This Year Maybe Next Year Definitely will returnto Branson

Probably will returnto Branson

May return toBranson

Definitely/Probablywill not visit

% Wearing Masks In Public

Wave 1 Wave 2

Q5: How, if at all, have you been affected by the coronavirus pandemic? Please select all that apply.

In the next 3 months


7

Overall, nearly two-thirds (62%) of past Branson visitors indicate they would probably/definitely get a vaccine if one became available.

Q6: If a vaccine for COVID-19 was approved as being safe and effective, how likely would you be to get this vaccination?


62%

43%

65% 65%

57%

50%

64%61% 62%

51%

63%65%

Overall <55 Years Old 55+ Years Old Male Female Families Adults <$75k HHI $75k+ HHI <150 mi. 150-300 mi. 301+ mi.

% Probably/Definitely Would Get a Covid-19 Vaccine

8

Travelers feel much safer visiting a wide variety of places than they did back in May. However, the types of places that generate the strongest feelings of safety have not changed (parks/trails and outdoor attractions).

Q8: Please indicate which, if any, of the following locations or activities you would feel safe visiting today. Please select all that apply.

62%

52%

36%

38%

37%

34%

30%

21%

23%

19%

15%

13%

12%

8%

5%

4%

71%

67%

56%

52%

51%

49%

41%

34%

32%

32%

25%

22%

20%

17%

11%

7%

Parks/Trails

Outdoor attractions and activities

Restaurants/Bars

Hotels/Resorts

Vacation rental homes/Condos

Shopping centers/Shopping malls

Outdoor concerts/festivals

Outdoor sporting events in arenas/stadiums

Performance/Movie theaters

Indoor attractions and activities

Indoor concerts/festivals

Domestic flights

Indoor sporting events in arenas/stadiums

Conferences/Conventions

Cruise ships

International flights

Locations Feel Safe Visiting Today

Wave 1

Wave 2


9

Past Branson visitors say they are likely to visit restaurants, take trips and stay overnight in a hotel/resort in the next 3 months. But the number willing to take a leisure trip hasn’t moved a great deal.

Q10: Using the scale provided, please indicate how likely you are to engage in each of the following activities in the next 3 months.

58%

51%

46%

n/a

n/a

11%

8%

9%

6%

4%

3%

66%

53%

52%

48%

23%

14%

9%

9%

8%

5%

3%

Visit a restaurant/bar

Take a domestic leisure trip

Stay overnight in a hotel/resort

Visit a lake or beach

Stay overnight in a campground/RV park

Take a domestic flight

Attend a conference/convention

Take a domestic business trip

Take a group tour

Take a cruise

Take an international trip

% Probably/Definitely Will Do the Following in the Next 3 Months

Wave 1

Wave 2


10

The availability of flights and easing of restrictions have far less impact on intent to travel. However, the level of cleaning/sanitation programs, decline in concern for health and availability of treatments have become more important.

Q9: How impactful will the following events be when determining when you will begin to travel for leisure again

45%

49%

70%

16%

24%

68%

64%

47%

64%

48%

41%

58%

64%

70%

69%

65%

64%

63%

57%

51%

49%

46%

45%

42%

23%

18%

The level of health, cleaning and sanitation programs to combat virus spread at your desired travel destination

Concern for your own personal health and safety begins to decline

A slowdown of new COVID-19 cases in the United States

The arrival of a COVID-19 effective treatment that becomes widely available

The arrival of a COVID-19 vaccine that becomes widely available

A slowdown of new COVID-19 cases worldwide

The Centers for Disease Control (CDC) reducing the risk advisory level

The presence of travel deals, discounts or bargains

The easing of domestic travel restrictions

Concern for your own personal financial situation begins to improve

The widespread availability of COVID-19 testing

The availability of flights to destinations you would like to visit

The easing of international travel restrictions

% Somewhat/Significant Impact on Intent to Travel Again

Wave 1

Wave 2


11

The level of trust that travelers have in other people acting responsibly is very low—especially among those living closest to Branson.

Q10: To what degree do you trust other travelers to act responsibly?


30%

27%

30%

28%

33%31%

29%

34%

28%

22%

32% 32%


% Somewhat/Completely Trust Other Travelers to Act Responsibly

12

While overarching intent to travel has increased marginally, more past visitors in Wave 2 said they are willing to travel this summer—marking a significant increase over the results in Wave 1.

29%

22%

4%

14%

41%

25%

7%

28%

This summer (June-August 2020) This fall (September-October 2020) This holiday season (November-December2020)

Not before next year (2021 or after)

When Feel Comfortable Taking Next Leisure Trip

Wave 1 Wave 2

Q12: When do you think you will feel comfortable taking your next leisure trip?


13

Nearly three in ten past visitors say they have already ventured out and traveled for leisure. However, a similar number expect it may take them several more months before they are willing to venture back out.

Q13: Which of the following phrases best describes your outlook on traveling for leisure now that most lockdown or travel restrictions have been lifted or are in the process of being lifted?

29%

16% 16%

30%

9%

I have already ventured out andtraveled for leisure

I will be among the first to return. I will be back just as soon as I seeothers venturing out.

It will take a while, but I suspectI'll be back later this summer. or

early fall

Probably will not visit this year.

Best Describes When You Will Travel For Leisure


14

Not surprisingly, past Branson visitors are more likely to have visited Branson since restrictions were lifted than any one other destination. Lake of the Ozarks and St. Louis rank 2nd and 3rd.

RESPONDENT BASE: ALREADY VENTURED OUT | N=161

Q14: Where did you travel to? (If you have traveled to more than one place, please think about the destination you visited most recently.)

26%

3%4%

2%5%

0%

4%1%

56%

Branson, MO Eureka Springs, AR St. Louis, MO Kansas City, MO Lake of the Ozarks,MO

Wisconsin Dells,WI

Smoky Mountains,TN

Myrtle Beach, SC Other

Destinations Already Visited

15

Those who have traveled appear quite satisfied with their experience, and nearly half indicated they felt safer and more confident traveling than they expected they would.

47% 48%

Destination Made Me Feel Somewhat/ Much More Safe & Confident Than Expected

RESPONDENT BASE: ALREADY VENTURED OUT | N=161

Q15: Using the scale provided, please indicate the degree to which you were satisfied or dissatisfied with the following at this destination.Q16: How safe and confident did this attraction's environment make you feel during your visit?

79%

73%

71%

67%

Overall destination experience

The overall environment the placesof business in this destination

provided to optimize one's feelingof safety, comfort and confidence

The actions that places of businessin this destination took to try andkeep visitors as safe as possible

The communication efforts theplaces of business in this

destination provided before arrival

% Somewhat/Very Satisfied

73%*

75%*

*Nationwide traveler trends

Nationwide TravelersBranson Travelers

Branson Visitation Outlook


17

Intent to visit Branson among these past visitors has remained steady since May—similar to other destinations evaluated in this study.

Q15: How likely are you to visit the following destinations in the next 3 months?

54%

11% 12%

16% 15%

3%

8%

3%

53%

13% 13%14%

16%

4%

10%

3%

Branson, MO Eureka Springs, AR St. Louis, MO Kansas City, MO Lake of the Ozarks,MO

Wisconsin Dells, WI Smoky Mountains,TN

Myrtle Beach, SC

% Probably/Definitely Will Visit Destinations

Wave 1 Wave 2


18

As was true in Wave 1, the travelers most likely to visit Branson in the next 3 months are younger than 55 and live closest to the area. However, those living the closest also saw a significant decline while those living farther away saw a significant increase in their intent to visit.

54%

60%

52%57%

50%

66%

51%

56%52%

77%

56%

35%

53%

66%

50% 50%

57%55% 53% 54%

52%

68%

53%

44%


% Definitely/Probably will visit Branson in the next 3 months

Wave 1 Wave 2

Q15: How likely are you to visit the following destinations in the next 3 months?


19

Overall, past Branson visitors are more likely to visit in 2021 than this year. However, there has been an uptick in those planning to visit this year in the summer, fall and especially holiday season.

56%

74%

Sometime in 2020 Sometime in 2021

% Probably/Definitely Will Visit Branson

Q17: Using the scale provided, please indicate how likely you would be to visit Branson, MO…Q18: Using the scale provided, please indicate how likely you would be to visit Branson, MO in each of the following seasons.

39%

48%

38%40%

50%

41%

Summer (June-August,2020)

Fall (September-October,2020)

Holidays (November-December 2020)

% Probably/Definitely Will Visit Branson

Wave 1 Wave 2


20

Party composition among those planning to visit Branson looks similar toWave 1 with the exception of household income, which dropped to $90k and is somewhat more in line with 2019 Visitor Profile levels.

9%6%

9%

16%

60%

10%7% 8%

15%

60%

Under 12 years 12-17 years 18-34 years 35-54 years 55+ years

Ages of Party on Next Visit

Wave 1 Wave 2

Q25: Including yourself, how many people in each of the following age groups do you believe will visit Branson, MO on your next visit?

40% 42%

60% 58%

Wave 1 Wave 2

Party Composition

Families Adults

60.4 | 60.9Average Adult Age

9.5 | 9.8Average Child Age

2.9 | 3.0Average Party Size

$96k | $90kHH Income

Wave 1 Wave 2


Post-Viral Positioning


22

Most Branson visitors continue to turn to their local TV news stations or network/cable TV news stations for information about the impact that coronavirus is having on the U.S.

74%

63%

49%

43%

58%

43%

30%

32%

30%

22%

2%

1%

69%

53%

40%

34%

32%

30%

30%

29%

22%

19%

5%

1%

Local TV news

Network/Cable TV news

Online news stories

Local/Regional leaders news conferences

Presidential news conferences

Social media

Friends and family members

Newspaper articles

Online searches

Radio

Other

Blogs

Primary Information Resources

Wave 1

Wave 2

Q6: What resources, if any, are you primarily using to remain informed about the impact coronavirus is having on the U.S. and your community? Please select all that apply.


23

There was a significant decline in all types of messaging that past visitors feel would be appropriate since last measured in May. However, governance changes and discounting remain the most popular.

Q19: Using the scale provided, please indicate the level to which each of the following types of destination marketing messages would be appropriate given the times we are in today.

83%

74%

78%

72%

69%

66%

65%

49%

48%

47%

Features the types of actions that area attractions, hotels,restaurants, etc. are taking to keep guests safe and healthy

Offers for discounts, deals or bargains of some kind

Any advertising messages that reminds me Branson is open forbusiness

New attractions, activities or exhibits that were not open last year

Marketing messages that speak to what makes Bransondifferent/more appealing than other places

% Somewhat/Very Appropriate Messaging

Wave 1

Wave 2


24

While messages pertaining to safety still outrank discounts, the governance message fell significantly in Wave 2 in favor of messages about discounts and new things to do in the area.

Q21: Which one of these marketing messages, if any, do you believe would be most likely to inspire taking a leisure trip to Branson, MO?

RESPONDENT BASE: RATED ANY MESSAGES IN Q20 4 OR 5 | N=460

45%

25%

7%

17%

6%

34%

33%

12%

10%

5%

Features the types of actions that area attractions, hotels,restaurants, etc. are taking to keep guests safe and healthy

Offers for discounts, deals or bargains of some kind

New attractions, activities or exhibits that were not openlast year

Any advertising messages that reminds me Branson isopen for business

Marketing messages that speak to what makes Bransondifferent/more appealing than other places

Which ONE Message is Most Inspiring to Visit Branson

Wave 1

Wave 2

25

Branson visitors remained concerned about places not taking the appropriate actions to keep them safe, but their largest increase came in their concerns about restaurants possibly not being open to the public.

Q26: What, if anything, makes you somewhat nervous about the idea of traveling again in the near future? Please select all that apply.

66%

45%

52%

50%

16%

13%

62%

57%

45%

37%

18%

25%

Destination(s) not taking appropriate actions to keep me safe

Not having restaurants' dining areas open to the public

Other guests getting too close to me, not social distancing

Catching coronavirus from surfaces I may touch

Direct interaction with employees

None of the above

Makes You Somewhat Nervous About Traveling in the Near Future

Wave 1

Wave 2


26

Future visitors are much more likely to wear a mask than those who have been visiting recently. And, those visiting from closer distances and older visitors are the ones most likely to say they will wear a mask when visiting.

Q27: Using the scale provided, please indicate how likely would you be to wear a mask when visiting Branson, MO once you are allowed to venture out after coronavirus restrictions have been lifted?

38%

29%

40%38% 38%

31%

39%37%

39%

34%38%

41%

56%

40%

59%

51%

63%

48%

57%55% 56%

60%58%

53%


% Probably/Definitely Will Wear a Mask When Visiting Branson, MO

Wave 1 Wave 2


27

The actions that would be most likely to inspire a visit to Branson are also the ones that appear be the easiest to implement and the least intrusive, e.g. cleaning surfaces, hand sanitizers, etc.

Q28: Using the scale provided, please indicate how likely would you be to visit Branson, MO if you knew they were taking the following actions to minimize any further spread of the coronavirus.

78%

81%

76%

63%

56%

61%

40%

40%

28%

70%

70%

70%

60%

56%

54%

42%

38%

26%

Hand sanitizers are installed in convenient locations

Deep cleaning of all surfaces occurs each evening and at regular intervals throughoutthe day.

Employees are screened prior to starting their shift each day to ensure they areexhibiting no symptoms of the virus.

Capacity is limited at the door/gate of attractions to ensure appropriate physicaldistancing, utilizing advance reservation services.

Every visitors' temperature is taken at the door/gate of public facilities, and only thosewithout fevers were permitted entrance.

Lines are marked in such a way that a minimum of 6 foot is spaced between each partyin line.

Every visitor is asked to wear a mask.

Only outdoor attractions, exhibits or events are open.

Visitors are required to have an "immunity passport" or QR Code indicating they havenot been around people who have tested positive.

% Probably/Definitely Would Visit Branson with Actions Taken

Wave 1

Wave 2


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Springfield | Branson | Bentonville | Kansas City

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