Scottsdale’s Golf Visitor Spends 50 Percent More Than The Average Scottsdale Visitor
Married, no children and money to burn. It’s not the name of a bad sitcom; it’s the profile of the affluent Scottsdale golf visitor.
With results from Scottsdale golf market research – conducted by Sports & Leisure Research Group – the Scottsdale Convention & Visitors Bureau is gaining a better understanding of how Scottsdale golf customers perceive the destination as well as the market’s strengths and weaknesses relative to competitors.
“It’s clear that Scottsdale is a well-received golf destination by both local and out-of-state visitors,” said Caroline Stoeckel, vice president of marketing for the Scottsdale bureau. “Scottsdale outperformed competitor destinations across nearly every positive metric including high-quality golf, great weather, fine dining and luxury accommodations.”
Customers from 14 Scottsdale golf facilities were contacted to participate in this study; 675 people completed the surveys. To qualify for the survey, respondents were required to regularly golf and travel.
Following are major findings and implications from the study:
- Scottsdale Golf Visitor Profile: Scottsdale’s golf visitor is likely married, with no children currently in the household, and has a mean household income of $220,000. The visitor typically travels to Scottsdale with a group of three or four friends and spends an average of $1,800 per person during a trip, which is 50 percent more than the average Scottsdale visitor.
- Customer Travel Habits: Scottsdale’s golf travelers are planning to travel more now compared to five years ago. Past Scottsdale visitors note the destination’s scenic beauty is to compelling visit the area. The availability of quality, readily accessible golf, swimming pool amenities and ample dining options also are critical for golf trips.
- Destination Strengths & Weaknesses: When asked to associate competitive destinations against an extensive set of attributes, the region outperformed all competitors across nearly every positive metric. Scottsdale’s golf strengths include: high-quality golf, great weather, fine dining and luxury accommodations. The only weakness, according to customers, is that the destination is perceived as pricey.
About the Scottsdale Convention & Visitors Bureau:
The Scottsdale Convention & Visitors Bureau is responsible for marketing Scottsdale as a premier travel and meetings destination to national and international target audiences, including meeting planners, travel agents, tour operators, and individual tourists. The bureau promotes Scottsdale as “The World’s Finest Golf Destination” through the ILoveScottsdaleGolf.com campaign featuring Golf Channel’s own Brandel Chamblee.
Editor’s Note: If you’d like to see a comprehensive report of the findings, please contact Megan Doyle at firstname.lastname@example.org or 480-889-2704. Also, the Scottsdale bureau’s Vice President of Marketing Caroline Stoeckel is available for comment and to help explain the results of the study and its implications for Scottsdale’s tourism industry.