Portrush Resident & Visitor Survey 2013

PORTRUSH VISITOR SURVEY 2013

BACKGROUND 



Coleraine Borough Council is currently implementing the ‘Portrush Regeneration Strategy Western Peninsula’ (PRS) document. As part of this process, the Council wished to undertake research to establish a robust set of key performance indicators to create a comprehensive and representative baseline with which to evaluate the vitality and vibrancy of Portrush.

The research will be used: 

To measure progress and perceptions over time in implementing the Portrush Regeneration Strategy (PRS) alongside a series of other complementary key performance indicators.



To assess the town’s performance as a strategic tourism and leisure destination and to identify opportunities to enhance that function.

BACKGROUND 

The marketing research programme therefore constitutes a significant proportion of the baseline assessment and was designed to: 

Establish a viable comprehensive baseline dataset reflecting visitors’ views and opinions on their immediate experiences and perceptions of Portrush.



Conduct face to face fieldwork at a peak period during the high tourism season.



Employ the appropriate methodology to ensure confidence in the resulting data trends over time.



The sample size and methodology should ensure the visitor population to Portrush is adequately represented.

RESEARCH METHOD 



Fieldwork was carried out face to face at a series of pre agreed sampling points within Portrush town centre The survey was administered using a questionnaire agreed in advance with the Council and based on previous surveys to ensure direct comparability



The achieved sample was 500 including 125 residents and 375 visitors



Interviewing took place between 7th July and 31st August 2013



All interviewing was undertaken to the standards defined by the Market Research Society Code of Conduct and the Interviewer Quality Control Scheme

RESEARCH SAMPLE AB C1 C2 DE

Male Female Base

Total

Resident

Visitor

20%

8%

24%

38%

45%

36%

25%

25%

25%

17%

22%

15%

40%

54%

35%

60%

46%

65%

500

125

375

RESEARCH SAMPLE 16-24 25-34 35-44 45-54 55+

Protestant Catholic Refused None/Other Base

Total

Resident

Visitor

8%

6%

9%

10%

15%

8%

31%

28%

32%

21%

20%

22%

29%

30%

29%

66%

71%

65%

22%

17%

24%

10%

10%

10%

1%

3%

1%

500

125

375

EXECUTIVE SUMMARY RESIDENTS 







Over half (55%) of residents have lived in the area for more than 30 years with only 10% less than 5 years 4 in 10 residents surveyed (38%) walked into town while half (50%) took their car Shopping (38%) was the main reason for residents to be in town followed by leisure and recreation (22%) Almost two thirds of residents (62%) visit the town at least 2-3 times a week with 33% visiting daily

EXECUTIVE SUMMARY VISITORS 







Over half (51%) of visitors were from the over 45 age group – a drop from 62% in 2012 The vast majority travelled to Portrush by car (79%) with just under 1 in 5 (19%) using public transport (train or bus) Only 3% of those visitors surveyed were 1st time visitors Almost two thirds of visitors (64%) come to Portrush at least twice a year and 82% at least once a year

EXECUTIVE SUMMARY VISITORS 







Day trips accounted for 57% of visitors with 14% on a short break (3 nights or less) and 20% for a longer break (more than 3 nights) Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or Self Catering unit Most visitors (88%) were from Northern Ireland – a decrease from 95% in 2012 Portrush is most associated by visitors as a place to spend time outdoors (62%)

EXECUTIVE SUMMARY VISITORS & RESIDENTS Likes and Dislikes 



Beaches (45%) remain the thing people like most about Portrush followed by the sea and the scenery The thing most disliked about Portrush is a perceived need to modernise the town centre (23%) which has replaced derelict buildings as the main issue in the past

Attitudes to Portrush 



2013 has seen consistent increases in people’s attitudes to the town with at least nine out of ten respondents agreeing that it has great potential, is a great place to visit, and has a wide range of things to see and do Against this 94% believe it needs to modernise, and 84% that it is a bit run down, however, this is counter balanced by the fact that 89% believe a lot of progress has been made over the past few years in this regard

EXECUTIVE SUMMARY VISITORS & RESIDENTS Rating of Portrush 



The average rating of Portrush has increased substantially since the last survey with the natural environment, night life, welcome given to tourists and visitor information in particular performing very well Other aspects such as cleanliness and personal safety have also seen an improvement

Improvements 

Shops, more quality accommodation, car parking and expanded harbour/marina facilities are the aspects that people believe would improve Portrush

EXECUTIVE SUMMARY VISITORS & RESIDENTS Recommending Portrush 



99% of respondents in 2013 would recommend Portrush as a place to visit compared to 91% in 2012 and 87% in 2011 Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good restaurants (43%) would be the main influences on people recommending Portrush

Awareness of Improvements 



The number of people aware of the recent improvements now stands at 91% having risen from 73% in 2012 and 53% in 2010, with the East Strand and Arcadia the most mentioned Almost all (99%) believe that these changes have improved Portrush

RESIDENT SURVEY

BASE = 125 RESIDENTS

How long have you lived in Portrush? 30+ years

55%

21 to 30 years

13%

16 to 20 years

10%

11 to 15 years

5%

5 to 10 years

8%

Less than 5 years

10%

0%

10%

20%

30%

40%

50%

60%

RESIDENT SURVEY

BASE = 125 RESIDENTS

How did you travel into Portrush town centre today? Bicycle

2%

Walk

38%

Motorbike

1%

Taxi

2%

Bus

8%

Car

50% 0%

10%

20%

30%

40%

50%

60%

RESIDENT SURVEY

BASE = 125 RESIDENTS

What is the main purpose of your visit to Portrush town centre today? Sailing

2%

Other leisure and recreation

22%

Visit the bank / pay bills

0%

Appointment (doctor, dentist etc)

6%

Leaving / collecting children to / from… 1% Meeting friends / colleagues / family…

14%

Visiting pub / café / restaurant

6%

Work

14%

Shopping

38% 0%

5%

10% 15% 20% 25% 30% 35% 40%

RESIDENT SURVEY

BASE = 125 RESIDENTS

Approximately, how often do you visit Portrush town centre? Less frequently

2%

Monthly

6%

2 or 3 times a month

11%

Weekly

18%

2 or 3 times a week

22%

Every other day

7%

Daily

33% 0%

5%

10%

15%

20%

25%

30%

35%

VISITOR SURVEY

BASE = 375 VISITORS

How did you travel to Portrush? Walk

2%

Motorbike

1%

Taxi

0%

Train

13%

Bus

6%

Car

79% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

VISITOR SURVEY

BASE = 375 VISITORS

Have you visited Portrush before this trip?

No 3%

Yes 97%

VISITOR SURVEY

BASE = 375 VISITORS

How frequently do you visit Portrush? Less frequently

13%

Every other year

5%

Every year

16%

2 or 3 times a year

22%

Every few months

22%

Monthly

8%

2 or 3 times a month

7% 0%

5%

10%

15%

20%

25%

VISITOR SURVEY

BASE = 375 VISITORS

Describe your current visit to Portrush Just stopped off on way to somewhere else

3%

Business

0%

Part of a larger tour around different places in N.Ireland and/or Ireland

1%

Visiting friends and relatives

5%

Holiday (more than 3 nights)

20%

Weekend / Couple of days break (3 nights or less)

14%

Day trip

57% 0%

10%

20%

30%

40%

50%

60%

VISITOR SURVEY

BASE = 375 VISITORS

How long will your current visit to Portrush last? More than a fortnight

3%

11 to 14 days

3%

8 to 10 days

2%

5 to 7 days

10%

3 to 4 days

9%

2 days (overnight visit)

9%

Day trip – more than 2 hours spent in Portrush

57%

Day trip – under 2 hours spent in Portrush

7% 0%

10%

20%

30%

40%

50%

60%

VISITOR SURVEY

BASE = OVERNIGHT VISITORS

In which type of accommodation will you be staying? Camping

1%

Self-catering apartment / house

20%

B&B

13%

Guesthouse

1%

Hotel

12%

Family or friends house

13%

Hostel

1%

Camping

4%

RV motor home / Camper van

2%

Touring caravan

9%

Caravan – Static

16%

Holiday home / 2nd home

9% 0%

5%

10%

15%

20%

25%

VISITOR SURVEY

BASE = HOLIDAY HOME OWNERS

Is your holiday home…. … a caravan 0% … something else 8%

… a house 92%

VISITOR SURVEY

BASE = ALL OVERNIGHT VISITORS

Is this accommodation.......

… outside Portrush town 31% … in Portrush town 69%

VISITOR SURVEY

BASE = ALL STAYING OUTSIDE PORTRUSH

Where is your accommodation…..? Ballymoney

13%

Portstewart

42%

Portballintrae

6%

Coleraine

19%

Bushmills

19% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

VISITOR SURVEY

BASE = 375 VISITORS

In which country do you live? Australia / New Zealand

2%

Canada

1%

USA

1%

England

5%

Scotland

1%

Republic of Ireland

2%

Northern Ireland

88% 0%

20%

40%

60%

80%

100%

VISITOR SURVEY

BASE = VISITORS FROM NI

In which county or part of NI do you live? Co. Tyrone

11%

Co. Fermanagh

6%

Co. Down

9%

Co. Derry~Londonderry

14%

Co. Armagh

14%

Co. Antrim

18%

Derry~Londonderry City

12%

Belfast City

16% 0%

5%

10%

15%

20%

VISITOR SURVEY

BASE = VISITORS FROM ROI

In which county or part of ROI do you live?

Co. Dublin

25%

Other border counties

25%

Co. Donegal

38%

Dublin City

13%

0%

5%

10%

15%

20%

25%

30%

35%

40%

VISITOR SURVEY

BASE = 375 VISITORS

What best describes the people you are with on this trip Tour group

2%

A number of families together

1%

With partner & adult family / friends

17%

As a family (with under 16’s)

50%

With partner/spouse only

24%

On my own

6% 0%

10%

20%

30%

40%

50%

60%

VISITOR SURVEY

BASE = 375 VISITORS

How many of the following are with you today...

Total Party

4.53

Adults 16+

2.95

Children Under 5

0.43

Children 5-9

0.52

Children 10-15

0.63

VISITOR SURVEY

BASE = 375 VISITORS

How much did/will you spend as part of your trip on...

Accomodation

£126

Eating Out

£60

Shopping

£34

Entertainment

£30

Public Transport

£26

VISITORS & RESIDENTS

BASE = 500

What do you like about Portrush? 6% 5%

Nothing Scenery is beautiful

15%

9% 8% 7% 6%

Amusements Restaurants

13%

5% 3%

The people are lovely

24%

8%

13% 12% 15% 15% 12%

It's by the sea Beaches

28%

0%

10% 2011

20% 2012

30% 2013

36% 45%

40%

50%

VISITORS & RESIDENTS

BASE = 500

What do you like about Portrush? 1% 3%

I have great memories of Portrush Nothing Surf is great It has all I need I like the air show I love the local shops Scenery is beautiful Amusements There is a relaxing atmosphere Restaurants The people are lovely It's by the sea Ramore Wine Bar Beaches

2% 1% 11%

1% 2% 5% 7%

13%

7%

3%

6% 6% 4% 2% 5%

17% 11% 15%

3% 2%

53%

20%

0%

10%

Visitor

20%

Resident

30%

40%

50%

60%

VISITORS & RESIDENTS

BASE = 500

What do you dislike about Portrush? Not enough for kids to do

2%

5% 5%

5% 4% 2%

Litter Not enough shops

6% 5%

Derelict buildings are an eye sore

9%

6%

Town centre needs modernised

2%

13%

21%

6% 23% 29%

Nothing

33%

0%

42%

5% 10% 15% 20% 25% 30% 35% 40% 45%

2011

2012

2013

VISITORS & RESIDENTS

BASE = 500

What do you dislike about Portrush? 1%

Accomodation is expensive Not enough for kids to do Litter Car parking is hard Beach is dirty Anti social behaviour Too busy in summer Not enough shops Don't know Derelict buildings are an eye sore Quiet in Winter Traffic nightmare Town centre needs modernised Weather Nothing

2% 2% 2% 2% 2% 2% 1% 2% 3% 2% 4% 4%

2%

6% 6% 6% 6% 6%

4% 2% 2%

8% 19%

32%

9% 22%

0%

5%

Visitor

36%

10% 15% 20% 25% 30% 35% 40% Resident

VISITORS & RESIDENTS

BASE = 500

Which of the following do you MOST associate with Portrush? Good place for outdoor pursuits

21%

8%

62%

2% 1%

Romantic place

11%

Amusements

22%

4%

Family friendly

7% 7%

11%

Area of natural beauty Area of historical interest

17%

24% 27%

3% 3% 0%

Good social scene

1%

7% 9%

7% 2% 4%

Good food

12%

Relaxation

5%

0%

10% 2011

20%

20% 2012

2013

30%

40%

50%

60%

70%

VISITORS & RESIDENTS

BASE = 500

Do you agree or disagree with each statement? % Agree 51%

A lot of progress has been made over the past couple of years

81% 89% 95% 96% 99%

Portrush has great potential Portrush needs to modernise

73%

94% 87% 91% 98%

Portrush is a great place to visit Portrush is a bit run down

86%

61%

84%

68% 72%

There is a wide range of things to do and see 0% 2011

90%

20%

2012

40%

2013

60%

80%

90%

100% 120%

VISITORS & RESIDENTS

BASE = 500

Do you agree or disagree with each statement? % Agree A lot of progress has been made to develop Portrush

90% 86% 98% 100%

Portrush has great potential

94% 93%

Portrush needs to modernise

98% 98%

Portrush is a great place to visit 84% 85%

Portrush is a bit run down There is a wide range of things to do and see

94% 77%

0% Visitor

20%

40%

Resident

60%

80%

100% 120%

VISITORS & RESIDENTS

BASE = 500

How would you rate the following aspects of Portrush on a scale of 1 to 10 8.2 8.4

Natural environment 7.0 7.2

Welcome given to tourists & visitors

8.90

6.4 6.5

Visitor information

6.9

Personal safety

8.84 7.5

8.52

6.1 6.6

Night life

6.4

Attractions

6.1

Cleanliness

6.3

Things to do and see Quality of accommodation for tourists .00 2011

2.00 2012

4.00 2013

6.00

9.50

7.0

6.9 6.9

6.1 6.6

9.41

8.02 7.52 7.83 8.14

8.00

10.00

VISITORS & RESIDENTS

BASE = 500

How would you rate the following aspects of Portrush on a scale of 1 to 10 9.40 9.45

Natural environment

Welcome given to tourists & visitors

8.86 9.03

Visitor information

8.80 8.98 8.56 8.42

Personal safety Night life

8.83

9.72

7.90 8.38

Attractions

7.41 7.87

Cleanliness Things to do and see

7.74 8.09

Quality of accommodation for tourists

8.16 8.10

.00 Visitor

2.00 Resident

4.00

6.00

8.00

10.00

VISITORS & RESIDENTS

BASE = 500

What improvements would you most like to see happen in Portrush? None / nothing

7%

Expand the harbor/introduce marina facilities

16%

10%

22%

9%

13%

An improved public transport network 1%4% More walking tours 1%3%3% Removal of flags/murals/political emblems

5% 2%3%

1% 2% 5% Extend retail opening hours (late nights,…

More attractions 3% 4% Places to eat/drink in the open air (outside)

6%

More indoor entertainment / amusements

6%

More quality accommodation

7%

8% 8%

9%

13%

6%

14%

More shops in general

7%

33%

More eating places

4% 3%3%

More car parking

17%

0% 1st

10% 2nd

20%

11%

5% 4%

20% 3rd

30%

40%

50%

60%

70%

VISITORS & RESIDENTS

BASE = 500

What improvements would you most like to see happen in Portrush? % ranked 1 - 3 4%

None / nothing

19% 35% 28% 32%

Expand the harbor/introduce marina facilities An improved public transport network

12%

4% 6%

More walking tours Removal of flags/murals/political emblems Extend retail opening hours (late nights,…

10% 9% 8% 12% 10% 12% 10% 8%

More attractions

20%

16% 15%

Places to eat/drink in the open air (outside)

45%

32% 28%

22% 23% 18% 20% 25% 22% 13% 28%

More indoor entertainment / amusements More quality accommodation

52% 54%

More shops in general 13% 18% 10%

More eating places More car parking 0% 2011

10% 2012

20% 2013

63%

27% 28% 26%

30%

40%

50%

60%

70%

VISITORS & RESIDENTS

BASE = 500

Would you recommend Portrush as a place to visit to your family or friends?

2011

2012

87%

6%

91%

5%

2013

80%

7%

4%

99%

85%

1%

90% Yes

No

95% Unsure

100%

VISITORS & RESIDENTS

BASE = 500

Would you recommend Portrush as a place to visit to your family or friends? 1% Visitor 99%

2% Resident 98% 0%

20%

40% Unsure

60% No

80% Yes

100%

120%

VISITORS & RESIDENTS

BASE = 500

What would influence you in recommending Portrush as a place to visit? Beaches (East / West Strand)

45% 18% 23%

People are friendly Good place for outdoor pursuits

30%

29% 10% 16%

It has improved over the last 2 or 3 years

44%

30%

42%

Area of natural beauty Area of historical interest Good social scene Good accommodation

9% 10% 8% 5%

51% 51% 56%

17% 20%

5%

78%

60%

29%

Family friendly

52%

64%

23% 26%

Good restaurants

27%

36% 43%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2011

2012

2013

VISITORS & RESIDENTS

BASE = 500

What would influence you in recommending Portrush as a place to visit? Beaches (East / West Strand) Lots to do Good events / festivals People are friendly Different experience to ROI Somewhere different Good for shopping Good place for outdoor pursuits (golf,… It has improved over the last 2 or 3 years Family friendly Area of natural beauty Area of historical interest Good social scene Good accommodation Good restaurants

27% 20% 2% 1% 1%

86%

56% 37% 35%

30% 30%

8% 6%

11%

34% 4% 9% 10% 6% 6% 5%

69%

36% 35% 57%

54% 61%

43% 41%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100% Visitor

Resident

VISITORS & RESIDENTS

BASE = 500

What improvements or additions would you like to see made to Portrush? Keep facilities open all year round Advertise the town better Crackdown on anti social behaviour Needs more pubs Better traffic control Cheaper attractions More car parking More indoor attractions More attractions More bins More activities for kids Clean the town up Remove flags Don't know More car parks More toilets More shops Town needs modernised Nothing

1% 2% 2% 1% 1% 2% 2% 3% 8% 2% 3% 10% 1% 15%

2% 3% 13% 22% 9% 0%

5%

10%

15%

20%

25%

VISITORS & RESIDENTS

BASE = 500

What improvements or additions would you like to see made to Portrush? 1% 2%

Keep facilities open all year round Better accomodation Better disabled access Advertise the town better Crackdown on anti social behaviour Needs more pubs Better traffic control Cheaper attractions More car parking More indoor attractions More attractions More bins More seats More activities for kids Clean the town up Remove flags Don't know More car parks More toilets More shops Town needs modernised Nothing

1% 1%

2% 1% 3% 2%

2% 2% 1%2% 3% 3% 7%

1%2% 1% 2%

9%

5% 6%

11%

2%

2%

1%

3%

10% 6%

0%

17%

8%

5% Visitor

22%

20%

28%

10%

10% Resident

15%

20%

25%

30%

VISITORS & RESIDENTS

BASE = 500

Are you aware of any improvements which have taken place recently within Portrush 2010

43%

2011

53%

2012

73%

2013

91% 0%

20%

40%

60% Yes

80%

100%

VISITORS & RESIDENTS

BASE = 500

Are you aware of any improvements which have taken place recently within Portrush

Visitor

89%

Resident

86%

94%

87%

88%

89%

90% Yes

91%

92%

93%

94%

95%

VISITORS & RESIDENTS B

ASE

= ALL AWARE OF IMPROVEMENTS

What improvements are these? 28%

Other

35% 55%

20% 4% 3% 5% 7% 1% 6% 6% 11%

Antrim Gardens

Dunluce Centre

34%

East Strand Environment

75%

47% 19%

Arcadia 0%

79%

43% 31%

62%

10% 20% 30% 40% 50% 60% 70% 80% 90% 2010

2011

2012

2013

VISITORS & RESIDENTS

BASE = ALL AWARE OF IMPROVEMENTS

What improvements are these? 18%

Other

23% 4%

Antrim Gardens

15% 4%

Dunluce Centre

30% 79%

East Strand

77% 62%

Arcadia

62% 0%

10%

20%

30% Visitor

40%

50%

Resident

60%

70%

80%

90%

VISITORS & RESIDENTS

BASE = ALL AWARE OF IMPROVEMENTS

In your opinion, have these improvements ... 2010

35%

2011

36%

45%

14%

56%

2012

58%

2013

0%

20%

Improved Portrush a lot

7% 1%

35%

55%

44%

40%

60%

Improved Portrush a little

5%

80%

Made no difference

6%

1%

100% Don’t know

VISITORS & RESIDENTS

BASE = ALL AWARE OF IMPROVEMENTS

In your opinion, have these improvements ...

Made no difference

3%

41% Improved Portrush a little 52%

58% Improved Portrush a lot 45% 0%

10%

20%

Visitor

30%

Resident

40%

50%

60%

70%