2015 Rate and Market Information

STATE
TR AVEL
GUIDE
∑
It’s like a
WHOLE OTHER COUNTRY
2015 Rate and Market Information
More than 1.1 million copies distributed!
THE TEXAS STATE TRAVEL GUIDE
2013 Texas State Travel Guide
is the State’s premier publication encouraging
travel to and within Texas.
PRINT:
East North Central 135,395
East South Central
57,732
B acked by a $24 million marketing budget targeting
Middle Atlantic
92,794
out-of-state domestic and international markets
Mountain 54,718
T argeted Distribution—by direct request and through
New England
33,237
●
Primary fulfillment publication for Texas Tourism
●
●
DISTRIBUTION
controlled distribution at high-traffic visitor centers
Pacific99,208
South Atlantic
160,192
D
igital version of the guide is on Texas Tourism website,
www.TravelTex.com
West North Central
65,512
West South Central
142,596
●
C ost efficient—Low CPM
U.S. Territories
●
S tand out from the crowd—advertise your destination,
●
hotel, or attraction to more than 1,100,000 readers.
●
Your money works all year!
H
315
International5,002
Travel Information Centers
209,950
City Literature Program
17,396
Miscellaneous Distribution
75,999
DIGITAL:30,562
Total Distribution
1,180,608
H
Texas
T
Texas Is Big on Talent
APPING YOUR TOES
ON THE
wood-beam floors
of historic
Gruene Hall, it might
sound like
Texas music has a certain
country
twang—and it certainly
can. But it’s
also much more: Americana
, blues,
rock ’n’ roll, hip hop, jazz,
Tejano, zydeco and other
styles
all have roots in the state’s
ever-growing music scene.
Many famous musicians
got their start here, including country greats George
Jones, Willie Nelson and
Waylon Jennings; blues pioneers
Blind Lemon Jefferson
and
Mance Lipscomb; rock-’n’-rol
l icons Buddy Holly, Janis
Joplin, Stevie Ray Vaughan
and Roy Orbison; pianist
Van Cliburn; and pop
superstar Beyoncé. Every
night,
that same fire and soul
can be found on stages
across the
state, ready for you to discover.
There are plenty of places
to catch a live performan
ce,
from hole-in-the-wall
honky tonks to stadium-sh
aking
concerts. Austin, which
bills itself as the Live
Music
Capital of the World, is
home to more than 250
live music
venues, as well as the
Austin City Limits Music
Fest and
South by Southwest.
Dallas boasts the storied
clubs of
Deep Ellum as well as
a world-class symphony
orchestra.
A little farther north,
Denton is home to dozens
of venues clustered around its
town square, plus events
such as
35 Denton and the Denton
Arts and Jazz Festival.
Music festivals are a big
draw for locals and visitors
alike. The Tall City Blues
Fest in Midland, the Kerrville
Folk Festival, Navasota
Blues Fest, Viva Big Bend,
Old
Settler’s Music Fest in
Driftwood, UTOPIAfe
st and the
Tejano Conjunto Festival
in San Antonio all beckon
music lovers with an immersive
, weekend-long (or more!)
experience.
J. GRIFFIS SMITH/TXDOT
16
If boot scootin’ is more
your style, make sure
to visit
one of the state’s famous
dance halls. There were
once
hundreds of these communit
y halls built by European
immigrants in the 1800s—tod
ay, only a few of these
structures remain in
use. Floore’s Country
Store in
Helotes, Gruene Hall in
New Braunfels and the
Luckenbach Dance Hall outside
Fredericksburg are good
places
to start a journey through
Texas music history.
Texas also has museums
honoring Selena, the queen
of Tejano music, in Corpus
Christi; the rocker and
Lubbock native son Buddy
Holly; Freddy Fender
in San
Benito; western swing
innovator Bob Wills in
Turkey;
country musician Lefty
Frizzell in Corsicana.
For more information about cities
lore
visitor
profile
Music
and attractions in the Big Bend Country,
●
●
H
EVENTS
Athens Old Fiddlers’ Reunion
Athens in May
www.athensfiddlers.com
Austin City Limits Music
Austin in October
www.aclfestival.com
Festival
Austin City Psych Fest
Austin in May
www.austinpsychfest.com
Cajun Catfish Festival
Conroe in October
www.conroecajuncatfish
festival.com
Denton Arts and Jazz Fest
Denton in April
www.dentonjazzfest.com
visit TravelTex.com.
Exp
H
Fun Fun Fun Fest
Austin in November
www.funfunfunfest.com
Kerrville in May-June
www.kerrville-music.com
Wichita Falls in June
www.legendsofwesternswing
.net
●
Mariachi Vargas Extravaganz
San Antonio in December
www.mariachimusic.com
a
National Polka Festival
Ennis in May
www.nationalpolkafestival.c
om
Navasota Blues Fest
Navasota in August
http://navasotabluesfest.or
g
17
s
spaces beckons visitor
ment and wide-open
west
days of the wild
Adventure, excite
changed since the
to landscapes little
H
●
●
●
H
Bend National
7 0% (145.6 million) of total travel to
Texas is leisure
Kerrville Folk Festival
Legends of Western Swing
Music
Festival
C OU N T R Y
B I G B E N DH
El Capitan in Big
Overall visitation continues to grow,
up 6.0% in 2012
Park
Target your advertising
investment to reach the
most responsive audience!
●
exas had the third largest share
T
of domestic visitation following
California and Florida
The
average number of leisure trips
in Texas by non-residents: 2.6
exas non-resident, overnight leisure
T
parties stay an average 3.43 nights
ore than 27% of Texas non-resident
M
overnight leisure visitors arrive by air
ore than 68% of Texas non-resident
M
overnight leisure visitors arrive by car
●
Average trip party size is 2.11
●
Average household income for
non-resident leisure travel: $89,900
Texas visitors, average age: 49
18-3426%
35-5431%
55+43%
EDITORIAL PROFILE
Published annually, the Texas State Travel Guide is the State’s
primary fulfillment publication, mailed to each person requesting Texas
visitor information. The redesigned 2015 edition will highlight activities of interest
such as events, music, food, family fun, culture and the outdoors. The State of
Texas promotes the Guide through a national broadcast, print, and interactive campaign as well as through the state’s official website www.TravelTex.com. Travelers
also find the Guide at the 12 Texas Travel Information Centers located at entry
points throughout the state and at the State Capitol.
The Guide is divided into seven tourism regions, featuring new inspirational
travel editorial content as well as alphabetical town and attraction listings within
each region. Regional maps are included, and communities are further identified by
a grid coordinate corresponding to the Texas Official Travel Map.
Source: DK Shifflet 2012 Performance
Monitor/2012 Texas Visitor Profile
(represents 2012 visitation)
Top activities for nonresident overnight leisure
travelers include a culinary/dining
experience, shopping, concerts/theatre/
dance, touring/sightseeing, historic sites,
nightlife, parks (national, state, etc),
museums/art exhibits, beach/waterfront,
and festivals/fairs.
Source: Dean Runyan Associates
H
“About 45% of Texas State Travel Guide users
had already traveled to Texas while one-third intend to
travel to Texas. About a quarter are undecided.”
INFLUENCE OF GUIDE ON
TEXAS TRAVEL DECISION
USEFULNESS OF GUIDE
DURING THE TRIP
24%
High
32%
High
40%
Medium
USEFULNESS OF GUIDE IN
MAKING TEXAS TRAVEL DECISION
57%
Very
55%
Very
61%
Very
25%
Somewhat
35%
Somewhat
23%
Somewhat
14%
A little
8% A little
47%
Medium
13%
A little
22%
A little
9% A little
16%
None
7% None
4% Not at all
2% Not at all
8% Not at all
Have traveled
to Texas
Will travel
to Texas
Have traveled
to Texas
Will travel
to Texas
Have traveled
to Texas
REASONS FOR ORDERING PRINTED
TEXAS STATE TRAVEL GUIDE:
Interested in Texas vacation
71%
Research future vacations and Texas is an option
60%
AD THAT PROMPTED ORDER:
Saw an ad about Texas that prompted the order
25%
Print ad in magazine
47%
Already booked Texas trip and want more info
21%
Online ad
34%
Saw guide on website
13%
Television ad
31%
Source: Savitz Research Solutions, Texas Travel Guide Study, August 2013.