TAHOE CITY, Calif.-- Oct. 16, 1997--In March of 1997, the North Lake Tahoe Resort Association hired RRC Associates, a Boulder, Colo. research firm, to conduct a North Lake Tahoe visitor profilestudy.

The purpose of the study was to provide the Resort Association with a better understanding of the characteristics of both winter and summer visitors. The Resort Association plans to utilize the study findings in their marketing efforts and infrastructure programs.

Preliminary findings comparing North Lake Tahoe winter and summer visitors suggest the following: in regard to geographic origins, most visitors are from California, although substantially more so in the winter (61 percent in winter, 36 percent in summer); the Bay Area accounts for most of that total (44 percent in winter, 17 percent in summer); followed by the Central Valley (6 percent in winter and 5 percent in summer); and Southern Calif. (6 percent in winter and 7 percent in summer).

After California, the international market accounts for 6 percent of the winter total and 14 percent of the summer total. England represents the largest proportion from any "destination market" (4 percent of all winter and 4 percent of all summer visits). Non-local residents of Nevada account for 4 percent of the winter and 4 percent of the summer totals. Other key states include: Illinois, Texas, Florida, Arizona, and Wisconsin.

In regard to demographic characteristics, the proportion of respondents with children under 21 in the household is substantial (41 percent in the winter and 54 percent in the summer). The proportion of those without children is much stronger in winter (40 percent vs. 29 percent in summer). Empty nesters (children no longer living at home) are similar in summer and winter (17 percent vs. 16 percent).

The proportion of males to females among winter visitors is roughly equal (51 percent male to 49 percent female). In summer, females have a larger percentage (57 percent female vs. 43 percent male). Income levels are quite strong in both seasons (38 percent of winter visitors have annual household incomes over $100,000 vs. 33 percent of summer visitors). Median age is about 37 in both winter and summer.

North Lake Tahoe is also characterized by a relatively large number of repeat visitors to the area -- 72 percent of both summer and winter visitors have previously visited the area in the last five years. Overall average per capital length of stay (including day visitors) is longer in winter (3.7 nights) than summer (3.5 nights). Visitors from California expectedly have shorter stays (3.1 nights per capita in winter, 2.7 nights in summer). Destination visitors from outside of California/Nevada stay 4.4 nights on average in winter, 3.8 nights in summer. International visitors stay the longest of any group with an average stay of 6.0 nights in winter and 4.6 nights in summer.

According to the study findings, there are three primary methods of making lodging reservations: (1) calling a travel agent -- 20 percent in merged winter/summer data, (2) calling an "800" number -- 20 percent, and (3) calling the property directly -- 19 percent.

In regard to advertising, general advertising awareness is significantly stronger in summer than winter, with 76 percent of all summer visitors remembering seeing or hearing an advertisement about North Lake Tahoe before arriving, as compared to 53 percent of winter visitors.

Top sources of ad recall vary by season. For example, 88 percent of summer visitors who recalled an ad saw a North Lake Tahoe brochure, as compared to 41 percent of winter visitors. Conversely, recall was higher in winter than summer for TV (28 percent winter, 13 percent summer) billboard (22 percent winter, 15 percent summer), and radio (20 percent winter, 15 percent summer). Brochures are the single source "liked best" or considered "most influential" by visitors (23 percent winter, 49 percent summer).

In regard to the Internet, survey results to date show a significant number of visitors have access to the Internet or other on-line service (74 percent in winter and 61 percent in summer).

At this time, the overall results from the combined summer/winter sample of visitors have a margin of error of +/-3.1 percentage points calculated for questions at 50 percent response.

For a more complete description of study findings, contact the North Lake Tahoe Resort Association at 916/583-3494.

Contact: North Lake Tahoe Resort Association Pettit Gilwee, 916/581-8724