San Antonio Stock Show and Rodeo 2012

Economic Impact Study

May 2012
1


2

FOREWORD.

This research project is the outcome of a joint collaboration between the San Antonio Stock
Show & Rodeo and Trinity University. The research work was conducted and developed as part
of a Marketing & Business Research course during the spring semester of 2012. The research
tasks, efforts and teams were coordinated by Dr. Mario Gonzalez-Fuentes, Assistant Professor
of Marketing at the Department of Business Administration, Trinity University.
A total of 24 students participated in every stage of the project, from the design of the
questionnaire and the data collection efforts to the analysis and reporting of results. Their
names (in alphabetical order) are:

Mayra S. Adriazola Travis Halff Veronica M. Oviedo
Tyler P. Barrett Patrick B. Herlin Samuel L. Pohl
Emily A. Bynum Mariela Hilsaca Kyle T. Porter
Michael J. Callanan Jaime D. Izquierdo Dominick A. Robusto
Eliot E. Clerke Kevin S. Martin Geoffrey S. Setiawan
Nancy I. Cook Deborah K. Mujaya Kimo R. Thorpe-Barofsky
Sydney M. Friday Julia M. Orrange Blake D. Turner
Jon Chiang Ya Fu Jonathan J. Osei-Kuffour Brian M. Westfall

3

TABLE OF CONTENTS


Page #

I. METHODOLOGY 4


II. REPORT HIGHLIGHTS 6


III. ECONOMIC IMPACT SAN ANTONIO STOCK SHOW & RODEO 2012 8

3.1 Economic Impact of Patrons 9
3.2 Economic Impact of Exhibitors 10
3.3 Total Economic Impact: Patrons + Exhibitors 13


IV. PARTICIPANT PROFILING 14

4.1 Patron Profiling 14
4.2 Exhibitor Profiling 17


V. INTERNET PROFILING: USERS EXPERIENCE WITH SASSR ONLINE
MARKETING RESOURCES
22


A N N E X 30




4

I. METHODOLOGY.

The main objective of this study was to calculate the economic impact generated by the San
Antonio Stock Show & Rodeo (SASSR) on the San Antonio area (SA). For this purpose, we have
defined the potential economic impact of the event as the expected increase in general sales
attributed to expenditure generated by participants in activities outside the Rodeo but within
the San Antonio area
1
. Two main types of participants were identified: patrons and exhibitors.
Within the latter category (exhibitors) an additional classification was used to distinguish
among Commercial
2
, Horseshow and Livestock exhibitors.
The research tool used for this project was the in-person intercept interview. For this, two types
of questionnaires were designed, one for patrons and one for exhibitors/contestants. The
design of these questionnaires focused in delivering a structured research tool that would not
significantly tax the respondents memory so that a high level of accuracy of answers could be
ensured. The intercept questionnaire is appended to this report (see Annex).
The first set of questions in each type of questionnaire was intended to classify participants
either as residents from the SA area or from out of town. In addition to questions pertaining to
participants expenditures, other areas were addressed in these questionnaires so that a more
detailed profile of participants could be extracted from the analysis. In particular, questions
regarding their motivations for attending the event, number of times having attended SASSR in
the past as well as the type of discount deals used for the event were included. For out-of-town
participants, the details of their visit to San Antonio were also explored: length of stay, lodging
type, plans to visit other attractions, etc. Finally, a section on the patrons questionnaire was
aimed at assessing the effectiveness of the online marketing strategy used by the SASSR and to
get an Internet-use profile from this type of participants.
A total of 560 patrons and 398 exhibitors were surveyed, bringing the total number of useful
observations for this study to 958. The margin of error attributable to this sample size is 5%,
providing us with a confidence level of 95% for our estimates. The interviews were
administered to both types of participants during 10 days, from February 17 26, successfully
covering more than fifty per cent of the total length of the event. The data collection was
performed at different times of the day, covering effectively morning and evening hours. In
terms of location, interviewers were distributed so that every one of the 6 main zones of the

1
This area includes the counties of Atascosa, Bandera, Bexar, Comal, Guadalupe, Kendall, Medina and Wilson.
2
Includes Wildlife exhibitors.
5

Rodeo grounds was appropriately covered: Livestock area, Horseshow area, AT&T Center and
Courtyard, Food Court, Wildlife Expo and Family Fair
3
.
Surveys answers were keypunched into a database for their analysis. The statistical package
used for this purpose was SPSS. This software allows the researcher to easily screen out
observations based on different characteristics (gender, from SA vs. out-of-town, etc.) so as to
provide a more precise picture of the events participants.
The following analysis is structured in three parts. The first deals with the estimation of the
economic impact of the SASSR on the San Antonio Area. This estimation is presented separately
for both types of participants (patrons and exhibitors) as well as grouped together. The second
section examines the profile of patrons and the three types of exhibitors considered for this
study, focusing on the main differences exhibited between those from the San Antonio area
and those from out-of-town. Finally, a third section explores the Internet profile of patrons,
paying special attention to the assessment of the online marketing resources and strategy used
by the SASSR from the point of view of users.


3
This included the Texas Star Marketplace at Freeman Coliseum.
6

II. REPORT HIGHLIGHTS


HIGLIGHTS FOR THE ESTIMATION OF ECONOMIC IMPACT

The economic impact of patrons is estimated to be $68,590,085.
The economic impact of SASSRs exhibitors of $95,708,316.
The total economic impact estimated for the SASSR 2012 on the San Antonio area
comes to a total of $164,298,401.
Livestock exhibitors alone account for more than half (51.35%) of this impact.
Participants (patrons and exhibitors) from outside the SA area contribute with almost
80% (79.07%) of this impact.


HIGHLIGHTS FOR THE PROFILING OF PARTICIPANTS

Patrons from out-of-town seem to have a greater tendency to take advantage of special
discount deals.
A potential holiday effect has been identified where patrons and exhibitors from SA
could perceive the time spent at the SASSR as some kind of holiday season, splurging
on amenities located inside the Rodeo grounds.
Livestock exhibitors show the largest average party size of all three exhibitor types
considered: almost 9 people (8.88).
There appears to be a longer tradition of attending the SASSR among Livestock and
Horseshow exhibitors than Commercial ones.
Exhibitors from SA are more loyal to the SASSR than out-of-town ones: Out-of-town
exhibitors might not perceive enough brand association between the SASSR and the city
of San Antonio itself.


7


HIGHLIGHTS FOR THE INTERNET PROFILING OF PATRONS

Individuals with ages between 18 and 45, show the highest exposure to SASSR online
marketing efforts (55-60%).
Patrons with older ages (Over 65: 88.9%) show exposure rates well above the overall
average and that of youngest patrons (68.5%-69.4%).
Expenditure per person in activities inside the SASSR is higher for those patrons exposed
to online marketing efforts compared to those who did not get exposed.
Younger audiences tend to adopt smartphones (18-45: 55%-61%) and tablets (19%-22%)
to consult information about the SASSR more heavily than older ones: This shows the
importance of adapting online resources and contents to a more portable and mobile
format to cater younger patrons (18-45), who represent approximately 60% of the total.
Among patrons who are 18-25 years old, who represent almost 20% (18.9%) of all
patrons, Living Social has a penetration (19.80%) similar to the one GroupOn exhibits for
the overall population.
SASSR online marketing resources score high on attributes related to their Ease-of-Use
and Usefulness.
A majority of patrons (57.6%) identify the level of customization of SASSRs online
marketing resources as a Fixer Upper
An ample majority of patrons (62.5%) perceive that SASSRs resources do not possess the
enough level of Interactivity to allow them interact with other patrons and, potentially, share
their experiences.





8

III. ECONOMIC IMPACT SAN ANTONIO STOCK SHOW & RODEO 2012.

The designed questionnaires considered two major categories of expenditures:
Expenditures outside the event, within SA
o Lodging (only for out-of-town participants)
o Food/Beverages
o Transportation (gas, parking, taxi, etc. EXCLUDING AIRFARE)
o Shopping
o Entertainment (museums, nightlife, etc.)
o Miscellaneous
Event-related expenditures
o Concessions
o Merchandise
o Rodeo tickets
o Other
In order to determine the economic impact of the San Antonio Stock Show & Rodeo in the San
Antonio area (SA), the first category of expenditures was used (outside the event, within SA).
Each respondent, regardless of whether they were from out-of-town or residents from SA, were
asked if they would have spent the amount of money declared under this category if the Rodeo
had not taken place at this time of year. Their answers to this question allowed us to screen out
those expenditures that were not originated by the SASSR per se. Thus, this type of
expenditures represents the amount of dollars people spend within the SA area as a result of
attending the Rodeo.
To calculate the average amount of dollars spent per visitor, every respondent was asked to
identify the number of people he/she was responsible to pay for. In this way, we could identify
the expected amount of dollars spent per visitor in activities outside the Rodeo and within the
SA area. This figure was then used, along with the final count of visits received by the SASSR, to
calculate the expected increase in aggregate regional sales attributed to the event.
According to the numbers provided by the SASSR organization, a total of 1,510,456 patron visits
were received during February 9 February 26, 2012. In terms of exhibitors/contestants, the
figures for the three categories considered are
4
:

4
These numbers referred to the total number of exhibitors registered in each category. Each registered exhibitor
may be accompanied by other people (team members, relatives, etc.) that are not counted in these figures. See
section 3.2 for a more detailed discussion of these figures.
9

650 booths for Commercial and Wildlife
5,829 Horseshow contestants
17,909 Livestock exhibitors

3.1 Economic Impact of Patrons.
Our surveys results show that 65.7% of patrons visits were made by residents of the SA area,
while the rest, 34.3%
5
, from out-of-town visitors. Given the thorough and random selection of
subjects during the time period of data collection (see Methodology) these percentages show
the likelihood of randomly selecting a resident from SA and an out-of-town visitor, respectively.
In other words, there was a 65.7% chance that a visitor selected at random any day at the
SASSR was identified as a resident from the SA area and, conversely, a 34.3% chance to be from
out-of-town.
Applying these percentages to the total number of visits (1,510,456) suggests that the number
of visits received by the SASSR 2012 originated by residents from the SA area was
approximately 992,369 and 518,086 from out of the SA area.
Furthermore, 64.2% of patrons from the SA area stated that they would not have spent the
amount of money declared in activities outside the event had they not attended the SASSR. This
represents a total of 637,412 visits. The corresponding percentage for out-of-town patrons is
50.0% or 259,798 visits.




5
All percentages presented in this report are statistically significant at the 95% and 99% significance level.
10

Once we have screened out those patrons who would have spent the money declared in any
case, the average expenditure per visitor on activities outside the SASSR but within the SA area
can be estimated for both types of patrons. Each visitor from the SA area spends an average of
$48.74. For out-of-town visits this figure is significantly greater: $144.43. Multiplying these
average expenditures by the number of visitors determined in the previous step yields an
estimate for the economic impact of patrons of $68,590,085.



3.2 Economic Impact of Exhibitors.
The results for exhibitors show the following distribution for out-of-town vs. residents from SA
area participants:
Commercial and Wildlife: 29.4% residents of SA area; 70.6% from out of town.
Horseshow: 27.7% residents of SA area; 72.3% from out of town.
Livestock: 28.9% residents of SA area; 71.1% from out of town.

When asked about their intentions to spend the money declared had the event not taken place,
the response among exhibitors from out of town was more unanimous than for those from the
SA area. Almost all out-of-town exhibitors declared they would have not spent the money
declared if they had not attended the SASSR. More concretely:
Commercial and Wildlife: 98.0% (out-of-town); 68.0% (residents of SA area).
Horseshow: 97.1% (out-of-town); 69.2% (residents of SA area).
Livestock: 98.4% (out-of-town); 62.3% (residents of SA area).

11

Putting together these two sets of percentages, along with the total number of exhibitors
reported by the SASSR organization, we can calculate the base totals for the estimation of the
economic impact of exhibitors.



The nature of the information reported by the SASSR organization about the total number of
exhibitors/contestants participating in 2012 is different to the one reported for patrons. In
particular for patrons, the number of visits (1,510,456) already account for different party sizes
as well as multiple day-visits to the Rodeo grounds. In that case, there was no need to adjust
the estimation of patrons economic impact by those factors.
In contrast, as it was briefly noted earlier, the number of exhibitors reported by the
organization takes into account only the registered exhibitors/contestants in each category. A
registered exhibitor/contestant is the person whose name was used to register the animal,
booth or team, etc. These exhibitors could be participating by themselves or, alternatively, be
accompanied by other people (team members, relatives, etc.). For this reason, the exhibitors
questionnaire asked the respondent to define their immediate travel party.
In addition, since the length of an exhibitors participation in the SASSR depends on the nature
of their exhibition, we inquired respondents about the length of time they were planning to
exhibit and stay in the SA area.
12

Thus, to calculate the economic impact of exhibitors/contestants to the SA area we need to
apply the following formula:

Economic
Impact
of Exhibitors
=
# of
registered
exhibitors
6

x
Average daily expenditure
per person on activities
outside the Rodeo
x
Average # of people
accompanying the
registered exhibitor
x
Average # of days
exhibiting at the
Rodeo


Having screened out those exhibitors that would have spent the money declared on activities
outside the SASSR had the event not taken place, the estimates for each element of the above
equation yields an economic impact of SASSRs exhibitors of $95,708,316.




6
More concretely, registered exhibitors who stated they would not have spent the money declared on activities
outside the event had the SASSR not taken place.
13

3.3 Total Economic Impact: Patrons + Exhibitors.



The total economic impact estimated for the SASSR 2012 on the San Antonio area comes to a
total of $164,298,401. In terms of the type of participation, a slight majority of the economic
impact comes from Exhibitors/Contestants. This type of participants is responsible for almost
60% (58.25%) of the expected increase in regional sales attributed to the SASSR 2012. Within
this category, Livestock exhibitors stand out as the ones showing the highest importance of the
three categories considered. This category of exhibitors is responsible for almost 90% (88.15%)
of the economic impact attributed to SASSR Exhibitors/Contestants. Furthermore, and from a
more general perspective, Livestock exhibitors alone account for more than half (51.35%) of
the expected increase in regional sales attributed to the event.
Participants from outside the SA area contribute with almost 80% (79.07%) of this impact. In
other words, approximately $4 out of every $5 of expected increase in regional sales could be
attributed to the expenditure of visitors from outside the region. In contrast, participants who
are residents of the SA area contribute with $1 out of every $5 or 20.93% of the economic
impact.



14

IV. PARTICIPANT PROFILING.

This section is organized in two parts. The first part shows the most important profile features
of patrons while the second part concentrates in the case of exhibitors/contestants. For each of
these two categories of participants the analysis is presented separately for out-of-town vs.
residents from SA individuals.

4.1 Patron Profiling.

Age and gender distribution for residents from SA area
Age Overall Distribution Male (53%) Female (47%)
18-25
26-35
36-45
46-55
56-65
More than 65
22.0%
18.8%
21.7%
20.9%
9.5%
7.1%
21.0%
19.0%
22.6%
20.0%
10.8%
6.7%
23.1%
18.5%
20.8%
22.0%
8.1%
7.5%
Total 100% 100.0% 100.0%

Age and gender distribution for individuals from out-of-town
Age Overall Distribution Male (51%) Female (49%)
18-25
26-35
36-45
46-55
56-65
More than 65
13.0%
14.6%
26.6%
21.4%
17.7%
6.8%
11.3%
13.4%
25.8%
20.6%
20.6%
8.2%
14.7%
15.8%
27.4%
22.1%
14.7%
5.3%
Total 100.0% 100.0% 100.0%

Both type of patrons (residents from SA and out-of-town) show similarities in gender and age-
bracket distribution. If any, residents from SA tend to show a slightly higher concentration of
young visitors (18-25) than patrons from out-of-town. It is worth noting that while 40.8% of
patrons from SA have ages between 18 and 35, only 27.6% do so among patrons from out-of-
town, showing a younger public among patrons from SA.

15

Summary of most important profiling features

Residents of SA Out-of-town
% of total patrons 65.70% 34.30%
Party Size 2.69 adults + 1.1 children 2.68 adults + 0.84 children
# rodeos attended each year 1.8 0.74
First time at the SASSR 51.6% 34.4%
# of times attended SASSR 7.8 9.45
Reason to attend SASSR (most popular)
Livestock (46.9%) Rodeo Show (44.8%)
Rodeo Show (41.1%) Concerts (39.9%)
Concerts (39.9%) Carnival (31.3%)
% that have taken advantage of deals 17.20% 27.17%
Most popular deals (out of those who
took advantage of deals)
Family Days (27.3%) Dollar Days (36%)
College Days (21.2%) Family Days (28%)
GroupOn (15.2%) GroupOn (20%)
Carnival Discounts (15.2%)
Senior Days (15.2%)
Length of stay 4.2 days
% stayed in hotels/motels 51.60%
Plan on visiting other attractions in SA 52.10%
Most popular attractions to visit (out of
those who plan to visit other attractions)
Riverwalk (77%)
Museums (29%)

Patrons from SA visit, on average, a larger number of rodeos each year (1.8) than patrons from
out-of-town (0.74). However, patrons from outside SA have attended the SASSR a larger
number of times (9.5) than residents (7.8).
Concerts and Rodeo Show appear to be the SASSR activities that help attract both types of
patrons. Other popular activities are the Livestock Exhibition among patrons from SA and
Carnival among those patrons from outside SA.
Patrons from out-of-town seem to have a greater tendency to take advantage of special
discount deals. Almost 3 out of 10 patrons from outside SA (27.2%) have used at least one of
the deals offered by the SASSR. In contrast, only 17.2% of patrons from SA have taken
advantage of these deals. The most popular special discount deals used by patrons from out-of-
town are Dollar Days, Family Days and GroupOn. For SA residents, the most popular deals are
Family Days, College Days, GroupOn, Carnival Discounts and Senior Days.
The average length of stay for a patron visiting SA from out-of-town is 4.2 days. More than half
of them stay in hotels/motels (51.60%) and plan to visit other attractions in the city (52.1%).
16

The most popular attractions that these patrons plan to visit are the Riverwalk and museums,
such as the Alamo, Ripleys, etc.
Expenditure profile by category

Residents of SA Out-of-town

Average
Confidence Interval (95%)
Average
Confidence Interval (95%)

Lower Upper Lower Upper
Expenditure in activities
OUTSIDE SASSR
$49.34 $42.92 $55.75 $133.46 $115.19 $151.73
Lodging - - - $33.32 $26.31 $40.32
Food/Beverages $15.55 $13.73 $17.38 $35.15 $29.62 $40.68
Transportation $9.48 $8.44 $10.53 $22.78 $19.36 $26.20
Shopping $14.99 $11.33 $18.65 $25.20 $18.25 $32.15
Entertainment $7.09 $5.30 $8.87 $12.25 $8.33 $16.16
Expenditure Rodeo-Related $89.13 $66.94 $111.32 $90.93 $77.34 $104.53
Concessions $23.62 $18.94 $28.29 $24.49 $21.56 $27.42
Merchandise $26.59 $20.42 $32.77 $35.63 $28.18 $43.07
Rodeo Tickets $34.57 $17.42 $51.72 $24.02 $17.59 $30.46

In terms of expenditure, the first thing worth highlighting is the opposite pattern showed by
out-of-town and residents with regards to the levels of expenditure in activities outside the
Rodeo vs. Rodeo-related ones. Patrons from out-of-town spend more in activities outside the
event than in concessions, merchandise and Rodeo tickets. However, residents of SA show the
opposite behavior, spending on average 80.6% more in Rodeo-related activities than outside
the event. In fact, the number of dollars that each of these two types of patrons devote to
Rodeo-related amenities is the same, around $90 per person
7
.
This could be pointing out to a possible holiday effect where patrons from SA perceive the
time spent at the SASSR as some kind of holiday season, driving them to follow behaviors
such as the ones tourists take on holidays: splurging on amenities located in their resorts. This
same pattern is shown by exhibitors/contestants from SA (see subsection 3.2).
By category of expenditure, Food/Beverages and Shopping are the two most important items
for residents of SA within activities outside the SASSR. Together they account for almost 62%
(61.90%) of the average expenditure in this category. For patrons from out-of-town, Lodging
and Food/Beverages are the two most important items within activities outside the event,
representing 51.30% of this category.

7
The hypothesis test procedure for the difference between these two means came back as statistically significant
at the 95% confidence level, implying there is a significant difference between these two groups of expenditures.
17

With regards to expenditure in Rodeo-related activities, Rodeo Tickets ($34.57; 38.79% of this
category) is the most important item for residents of SA while Merchandise ($35.63; 39.18% of
this category) is the one with the highest importance for patrons from out-of-town.
Confidence intervals are shown for every category and item. All expenditures are statistically
significant at the 95% confidence level. This means that if this research were to be repeated,
then 95 times out of 100 the respondents would show average expenditures in these categories
and items within the values contained in these intervals. Wider intervals reflect higher
variability (heterogeneity) in respondents behavior, while narrower intervals reflect more
homogeneity.

4.2 Exhibitor Profiling.

As discussed earlier, three types of exhibitors are considered: Commercial (inc. Wildlife),
Horseshow and Livestock. For each one of these types of exhibitors a brief analysis of the most
important profile characteristics is presented in the following tables.
The proportion of exhibitors/contestants from outside the SA area is consistent among the
three types of exhibitors. On average, 7 out of every 10 exhibitors come from out-of-town,
while only 3 out of 10 originate from the region.
Livestock exhibitors show the largest party size of all three types considered, especially
among those from out-of-town. Approximately 9 people (8.88), on average, accompany an out-
of-town Livestock exhibitor. Among exhibitors from the SA area, Livestock ones also present the
largest result: 4.4 people. For the rest of exhibitors, regardless of whether they are from SA or
from outside the region, the average party size is between 3 and 4 people.
There appears to be a longer tradition of attending the SASSR among Livestock and
Horseshow exhibitors than among Commercial ones. These types of participants have
attended the SASSR, on average, more than 8 times in the past years. For some of them, as is
the case for Horseshow contestants from the SA area, the tradition has been around for a
longer period of time: They have attended the event, on average, 13 times in the past years.
Location and Level of Competition seem to be the most popular reasons why
exhibitors/contestants choose to attend the SASSR every year. However, it is worth noting that
Location is consistently less important for out-of-town exhibitors than for residents of SA, for
all three types of participants. As it was expected, Public Attendance is also popular among
Commercial exhibitors, especially among those from the SA area.
18


Summary of most important profiling features: Commercial + Wildlife Exhibitors

Commercial + Wildlife

Out-of-town Residents of SA
% of category 70.60% 29.40%
Party Size 2.98 adults + 0.61 children 3.08 adults + 0.08 children
# of days exhibiting 12.6 16.7
# of times attended SASSR 5.8 5.04
Reason to attend SASSR (most popular)
Location (41.7%) and Level
of Competition (28.3%)
Location (76%) and Public
Attendance (28%)
Would have instead attended Rodeo in another
location in Texas (had SASSR not taken place)
81.70% 36.00%
% staying in SA while exhibiting 83.30%

% stayed in hotels/motels 58.00%

Plan on visiting other attractions in SA 58.80%

Most popular attractions (out of those who
plan to visit other attractions)
Riverwalk (31.7%) and SA
Zoo (23.1%)


Summary of most important profiling features: Horseshow Exhibitors

Horseshow

Out-of-town Residents of SA
% of category 72.30% 27.70%
Party Size
2.35 adults + 1.0 children
2.77 adults + 0.54
children
# of days exhibiting 4.21 4
# of times attended SASSR 8.5 13
Reason to attend SASSR (most popular)
Location (52.9%) and Level
of competition (44.1%)
Location (76.9%)
Would have instead attended Rodeo in another
location in Texas (had SASSR not taken place)
64.70% 38.50%
% staying in SA while exhibiting 76.50%

% stayed in hotels/motels 50.10%

Plan on visiting other attractions in SA 9.10%

Most popular attractions (out of those who
plan to visit other attractions)
Riverwalk (10.3%)



19

Summary of most important profiling features: Livestock Exhibitors

Livestock

Out-of-town Residents of SA
% of category 71.10% 28.90%
Party Size
5.20 adults + 3.68
children
2.74 adults + 1.65 children
# of days exhibiting 5.87 2
# of times attended SASSR 9.67 8.21
Reason to attend SASSR (most popular)
Level of competition
(52.4%) and Location
(45%)
Location (79.2%)
Would have instead attended Rodeo in another
location in Texas (had SASSR not taken place)
70.90% 54.50%
% staying in SA while exhibiting 87.30%

% stayed in hotels/motels 73.00%

Plan on visiting other attractions in SA 33.50%

Most popular attractions (out of those who
plan to visit other attractions)
Riverwalk (31.3) and
Museums (15.3%)

The exhibitor survey included a question that was intended to indirectly measure the degree of
loyalty that different type of participants show to the event. More precisely, we asked
exhibitors the following question: If this rodeo were not hosted in San Antonio, would you have
instead attended an event in another location in Texas? Their answers reveal an interesting
pattern between exhibitors from the SA area and those from outside the region.
Exhibitors from SA are more loyal to the SASSR than out-of-town ones. This is reinforced by
the higher importance that exhibitors from SA show for Location as a reason to attend the
SASSR compared to that shown by out-of-town ones. This is likely due to the fact that the out-
of-town exhibitors are already committed to traveling for stock shows and rodeos. However,
another potential factor is that out-of-town exhibitors might not perceive enough brand
association between the SASSR and the city of San Antonio itself.
A significant proportion of out-of-town exhibitors stay in the SA area while exhibiting. Livestock
participants show the highest proportion of all. Almost 90% (87.30%) of them stay in the region
while exhibiting. This category of participants also shows the highest propensity to stay in
hotels/motels, approximately three quarters (73%) of them. For the other two categories of
exhibitors, the proportion of them who stays in hotels/motels is 50.10% for Horseshow and
58.0% for Commercial and Wildlife.
20

Lastly, in terms of plans to visit other attractions while staying in SA, Commercial exhibitors
show by far the highest tendency of all. Approximately 6 out of every 10 (58.80%) of these
exhibitors have plans to do so. A third (33.50%) of Livestock participants shares these plans and
less than a tenth (9.10%) of Horseshow exhibitors does so. This pattern could be partially
associated with the planned length of stay in SA. As it was discussed earlier, Commercial
exhibitors are the ones who plan to exhibit longer at the SASSR, followed by Livestock and
Horseshow, respectively.
The Riverwalk is the most popular attraction these exhibitors plan to visit. For Commercial
exhibitors, the San Antonio Zoo is another popular alternative.
Expenditure profile by category: Commercial + Wildlife

Residents of SA Out-of-town

Average
Confidence Interval (95%)
Average
Confidence Interval (95%)

Lower Upper Lower Upper
Expenditure in activities
OUTSIDE SASSR
$56.44 $22.35 $90.53 $109.04 $82.79 $135.30
Lodging - - - $27.33 $18.18 $36.48
Food/Beverages $14.44 $7.43 $21.45 $24.76 $19.40 $30.11
Transportation $15.36 $7.58 $23.14 $19.61 $9.75 $29.47
Shopping $10.10 $2.40 $17.80 $19.61 $9.55 $29.67
Entertainment $8.70 $1.43 $15.97 $8.92 $3.32 $14.53
Expenditure Rodeo-Related $56.86 $31.51 $82.21 $52.71 $37.52 $67.91
Concessions $19.36 $8.31 $30.41 $13.88 $8.94 $18.81
Merchandise $30.30 $13.63 $46.97 $32.42 $19.83 $45.00
Rodeo Tickets $5.80 $1.63 $13.23 $6.25 $1.50 $10.99

In terms of expenditure, as it was advanced earlier, out-of-town and resident exhibitors
(Livestock and Horseshow) share the same opposite pattern showed by patrons with regards to
the levels of expenditure in activities outside the Rodeo vs. Rodeo-related ones. These results
could potentially be reinforcing the evidence towards a holiday effect among patrons and
exhibitors from the SA area. It is an interesting result the fact that this potential holiday
effect is displayed by the two types of exhibitors who are engaged in competition, as
opposed to the different nature of Commercial & Wildlife exhibitors.
As for the case of patrons, confidence intervals are shown for every category and item. All
expenditures are statistically significant at the 95% confidence level (except those denoted with
the letters NS) and have the same meaning and interpretation as stated earlier.
21

However, there seems to be a high degree of variability in the expenditures declared by the
three categories of exhibitors. As a result we cannot state, with a significant level of confidence,
which items are the most important in each of the expenditure categories considered (non-
event related and event-related).
Expenditure profile by category: Horseshow

Residents of SA Out-of-town

Average
Confidence Interval (95%)
Average
Confidence Interval (95%)

Lower Upper Lower Upper
Expenditure in activities
OUTSIDE SASSR
$43.14 $25.72 $60.56 $133.03 $81.48 $184.58
Lodging - - - $35.44 $21.24 $49.64
Food/Beverages $15.96 $6.87 $25.06 $26.49 $17.79 $35.20
Transportation $23.21 $10.38 $36.03 $21.92 $13.96 $29.88
Shopping NS NS NS $36.99 $2.98 $76.95
Entertainment NS NS NS $6.01 $0.82 $11.19
Expenditure Rodeo-Related $80.24 $26.32 $134.17 $63.59 $41.00 $86.18
Concessions $23.08 $15.03 $31.12 $23.66 $17.26 $30.05
Merchandise $45.71 $2.89 $94.31 $23.99 $8.23 $39.75
Rodeo Tickets $6.54 $3.28 $13.36 $11.08 $2.92 $19.24
NS: Not statistically significant

Expenditure profile by category: Livestock

Livestock

Residents of SA Out-of-town

Average
Confidence Interval (95%)
Average
Confidence Interval (95%)

Lower Upper Lower Upper
Expenditure in activities
OUTSIDE SASSR
$57.47 $36.45 $78.49 $124.60 $109.72 $139.49
Lodging - - - $37.66 $31.94 $43.38
Food/Beverages $14.92 $9.99 $19.85 $30.56 $26.29 $34.84
Transportation $15.22 $11.58 $18.86 $26.23 $21.08 $31.37
Shopping $10.50 $3.01 $17.99 $17.68 $12.50 $22.86
Entertainment $6.90 $1.77 $12.03 $7.71 $4.92 $10.50
Expenditure Rodeo-Related $104.27 $15.38 $193.17 $55.11 $46.59 $63.63
Concessions $23.12 $9.68 $36.56 $25.32 $20.58 $30.07
Merchandise $44.13 $5.06 $83.20 $21.82 $16.46 $27.19
Rodeo Tickets $35.55 $2.10 $73.18 $6.05 $3.01 $9.10

22

V. PATRONS INTERNET PROFILE AND EXPERIENCE WITH SASSR ONLINE MARKETING
RESOURCES.

Summary of most important Internet profiling features

Total Patrons 18-25 26-35 36-45 46-55 56-65 Over 65
Exposure to Online Marketing efforts
from SASSR
51.61% 58.50% 55.70% 60.30% 52.50% 33.30% 23.10%
Type of resource exposed to (% of those exposed)
Online Ads 44.30% 56.50% 40.70% 40.50% 46.80% 26.10% 44.40%
Search Engine Results 37.40% 40.30% 40.70% 34.20% 37.10% 43.50% 11.10%
Online News 18.70% 16.10% 25.90% 16.50% 21.00% 13.00% 11.10%
SASSR Website 69.20% 69.40% 68.50% 70.90% 62.90% 73.90% 88.90%
Social Networks 27.70% 54.80% 37.00% 19.00% 17.70% 0.00% 0.00%
Newsletter 7.30% 9.70% 9.30% 6.30% 6.50% 0.00% 11.10%
GroupOn Deals 7.60% 3.20% 13.00% 11.40% 4.80% 4.30% 0.00%
Type of device used (%of those exposed)
Personal Computer 91.70% 90.30% 88.90% 89.90% 96.80% 95.70% 88.90%
Smartphone 50.50% 54.80% 61.10% 57.00% 43.50% 21.70% 22.20%
Tablet 16.60% 19.40% 22.20% 19.00% 11.30% 4.30% 0.00%
Other 1.40% 0.00% 0.00% 0.00% 3.20% 4.30% 0.00%
Participation in Social Networks (% of total)
Facebook 71.60% 96.20% 85.60% 75.60% 58.50% 53.60% 28.20%
Twitter 21.80% 43.40% 26.80% 23.70% 10.20% 8.70% 2.60%
Google Plus 12.00% 19.80% 18.60% 9.90% 9.30% 4.30% 2.60%
MySpace 5.70% 11.30% 12.40% 2.30% 3.40% 0.00% 2.60%
YouTube 26.60% 52.80% 36.10% 19.10% 21.20% 7.20% 7.70%
Flickr 3.40% 5.70% 5.20% 1.50% 4.20% 1.40% 0.00%
Yelp 3.20% 3.80% 5.20% 1.50% 2.50% 2.90% 5.10%
GroupOn 21.40% 26.40% 30.90% 25.20% 14.40% 10.10% 12.80%
Living Social 9.60% 19.80% 12.40% 11.50% 1.70% 2.90% 5.10%
Other 1.40% 1.90% 2.10% 0.00% 0.80% 4.30% 0.00%
Internet Use (% of total)
Everyday 85.90% 97.20% 93.80% 89.30% 87.30% 79.70% 30.80%
Once every couple of days 6.40% 1.90% 4.10% 6.90% 6.80% 8.70% 17.90%
Once per week 3.40% 0.90% 1.00% 1.50% 2.50% 5.80% 20.50%
Once every couple of weeks 2.30% 0.00% 0.00% 0.80% 1.70% 1.40% 23.10%
Once a month 0.70% 0.00% 1.00% 1.50% 0.00% 0.00% 2.60%
Other 1.30% 0.00% 0.00% 0.00% 1.70% 4.30% 5.10%

23

Of all patrons surveyed, a little bit more than half (51.6%) had been exposed to the online
marketing efforts of the SASSR. This percentage stayed relatively the same when we took into
account whether they were residents of San Antonio or visitors. In general, those we surveyed
were most familiar with the SASSR website followed by online advertisements. With regards to
age, individuals with ages between 18 and 45, show the highest exposure to SASSR online
marketing efforts (55-60%), while those with ages 56 and older exhibit the lowest exposures
(23%-33%). However, the opposite behavior is found in terms of exposure to the SASSR website
(www.sarodeo.com). It appears that those patrons with older ages (Over 65: 88.9%) show
exposure rates well above the overall average and that of youngest patrons (68.5%-69.4%).


With regards to the distinction between patrons who were exposed to online marketing efforts
vs. those who were not, an interesting pattern emerges when we compare the expenditures in
activities inside the Rodeo (concessions, merchandise, rodeo tickets, etc.) for these two groups
broken down by age-bracket. The figure above displays this comparison. Expenditure per
person in activities inside the SASSR is higher for those patrons exposed to online marketing
efforts compared to those who did not get exposed
8
. The only exception is the patrons over 65

8
More research on this issue is recommended to uncover the underlying causes of this pattern and its exceptions.
24

years of age. Paradoxically, this age group has just been identified as the one with the highest
exposure to the SASSR website.
Most patrons were exposed to these types of marketing efforts either using their personal
computer (91.7%) and/or their smartphone (50.5%). Here, again, the age becomes a relevant
factor. Younger audiences tend to adopt smartphones (18-45: 55%-61%) and tablets (19%-22%)
to consult information about the SASSR more heavily than older ones. This shows the
importance of adapting online resources and contents to a more portable and mobile format
to cater younger patrons (18-45), who represent approximately 60% of the total.
From a more general perspective, the profile of patrons with respect to the use of Social
Networks reveals that an overwhelming majority (71.60%) has a Facebook account. Other
popular online social sites are YouTube (26.6%), Twitter (21.8%) and GroupOn (21.4%), where
the SASSR has already an active presence. As in other characteristics, the younger patrons (18-
35 years old) show a higher penetration than older ones on these network outfits: YouTube
(36%-53%), Twitter (27%-43.4%) and GroupOn (26%-31%). It is worth noting that among
patrons who are 18-25 years old, who represent almost 20% (18.9%) of all patrons, Living
Social has a penetration (19.80%) similar to the one GroupOn exhibits on the overall
population (21.4%).
The ample majority of SASSR patrons show a highly frequent use of Internet (every day). Almost
86% (85.9%) of patrons uses the internet with this frequency. By ages, almost all brackets
considered show percentages very close or above (79%-97%) the overall average. The only
exception is the group of patrons over 65 years of age, where only 30.8% use it in this way.
Finally, our survey included a set of questions aimed at measuring the attitudes that patrons
had with respect to the online marketing efforts from the SASSR that they were exposed to. The
approach used for this purpose is the Multi-attribute Model (MAM). This approach is very
popular among behavioral researchers interested in modeling behavior. This approach
understands that behavior is a function of intention, which in turn, is considered a function of
attitudes. Attitudes are considered a function of a persons beliefs about some attribute. These
beliefs are, in turn, weighted by a persons evaluations of how important he/she considers
those attributes to be. For this research, we were interested in measuring the attitude of
patrons towards the SASSRs online marketing resources as a way of knowing how likely a
patron would be to use these resources in the future.
With this objective in mind, the survey included a series of statements (Question 21) to assess a
patrons beliefs about SASSRs online marketing resources with regards to multiple attributes
identified by other researchers as relevant for the user experience. These attributes were
classified in 4 categories: Ease-of-Use, Usefulness, Interactivity and Customization. The
25

respondent task was to evaluate using a 5-point Likert Scale (Strongly Agree, Agree, Neither
Agree nor Disagree, Disagree, Strongly Disagree) a series of statements related to these 4
attributes.
For the first attribute (Ease-of-Use) the following two statements were used:
Finding information on the Internet about the SA Stock Show & Rodeo is an easy task
The information found on the Internet about the SA Stock Show & Rodeo is easy to
understand
For the second attribute (Usefulness) the following three statements were used:
The information found on the Internet about the SA Stock Show & Rodeo is accurate
The information found on the Internet about the SA Stock Show & Rodeo is up-to-date
The information found on the Internet about the SA Stock Show & Rodeo is useful
For the third attribute (Interactivity) the following statement was used:
The resources I found on the Internet about the SA Stock Show & Rodeo allow me to
interact with other people
For the fourth attribute (Customization) the following statement was used:
The resources I found on the Internet about the SA Stock Show & Rodeo allow me to
customize them to my specific needs
Next, respondents were prompted to use a simple rating scale to evaluate how important (or
unimportant) they consider each one of these characteristics to be. The scale used was 1
through 5, where 1 meant Not at all important and 5 meant Very important. The
statements that respondents were asked to rate were the following:
Ease-of-Use
Finding Information EASILY on the Internet
Finding EASY-TO-UNDERSTAND Information on the INTERNET
Usefulness
Finding ACCURATE Information on the Internet
Finding UP-TO-DATE Information on the Internet
Finding USEFUL Information on the Internet
Interaction
INTERACTING with other people on the Internet
Customization
Being able to CUSTOMIZE resources on the Internet

26


Assessment of SA Stock Show & Rodeos Online Marketing Resources: Attitude Score Index

Total Patrons 18-25 26-35 36-45 46-55 56-65 Over 65
Beliefs (1: Strongly Disagree; 5: Strongly Disagree)
Ease-of-Use
Finding info. on Internet about SASSR is
an EASY TASK
4.46 4.44 4.52 4.52 4.37 4.39 4.50
Info. found on Internet about SASSR is
EASY TO UNDERSTAND
4.40 4.35 4.48 4.49 4.31 4.26 4.25
Usefulness

Info. found on Internet about SASSR is
ACCURATE
4.39 4.34 4.46 4.48 4.39 4.00 4.50
Info. found on Internet about SASSR is
UP-TO-DATE
4.39 4.35 4.50 4.46 4.31 4.09 4.75
Info. found on Internet about SASSR is
USEFUL
4.40 4.32 4.54 4.46 4.29 4.22 4.88
Interaction

Resources found on Internet allow
INTERACTION with other people
3.23 3.05 3.31 3.22 3.37 3.35 2.63
Customization

Resources found on Internet allow
CUSTOMIZATION to my needs
3.53 3.56 3.65 3.39 3.63 3.48 3.38
Evaluations (1: Not at all important; 5: Very Important)
Ease-of-Use

Finding Information EASILY on the
Internet
4.69 4.77 4.72 4.63 4.71 4.48 4.88
Finding EASY-TO-UNDERSTAND
Information on the INTERNET
4.70 4.73 4.74 4.66 4.74 4.57 4.63
Usefulness

Finding ACCURATE Information on the
Internet
4.67 4.71 4.74 4.57 4.74 4.57 4.75
Finding UP-TO-DATE Information on the
Internet
4.68 4.71 4.72 4.56 4.74 4.65 4.88
Finding USEFUL Information on the
Internet
4.67 4.61 4.69 4.62 4.73 4.74 4.75
Interaction

INTERACTING with other people on the
Internet
2.95 3.16 3.09 3.06 2.92 1.91 2.38
Customization

Being able to CUSTOMIZE resources on
the Internet
3.63 3.55 3.69 3.62 3.65 4.09 2.38
Attitudes = Beliefs x Evaluations (Index 0-100; worse to better attitudes)
Ease-of-Use
83.79 84.26 85.63 84.38 82.48 79.48 84.50
Usefulness
82.61 81.51 85.38 82.36 82.58 77.22 90.50
Interactivity
39.56 40.65 42.37 39.65 41.94 27.30 28.00
Customization
53.22 52.65 56.67 50.38 55.74 57.04 32.00
27

Attitudes were then calculated by multiplying each belief by its evaluation and transforming
those scores into an index (0-100), ranging from negative attitudes to positive ones. Average
results for beliefs, its evaluations and the attitude score index are presented in the table above
for the overall population broken down by age bracket.
SASSR online marketing resources score high on attributes related to their Ease-of-Use and
Usefulness. On average, patrons have assessed their beliefs about how the SASSRs resources
meet these two attributes with ratings close to 4.5. Their evaluations with respect to these
attributes are also high, with ratings above 4.6 in these categories. The pattern is also shown
across different age brackets, not revealing any significant differences among them.
There seems to be a different story when it comes to Interactivity and Customization. In both
characteristics, the SASSRs online marketing resources score low with regards to patrons
beliefs. Their average attitude scores for the overall population are 39.56 and 53.22,
respectively. Upon inspection of patrons average beliefs and evaluations of these attributes, it
seems that these low average attitude scores are the result of two things. On the one hand, we
have patrons conferring low ratings to SASSRs resources with respect to Interactivity (3.23) and
Customization (3.53). On the other, we find patrons being generally unconcerned with
interacting with other people or customizing the information to suit their needs. The average
evaluations for these two features are 2.95 and 3.63 for Interactivity and Customization,
respectively, which could be interpreted as finding these two features neither important nor
unimportant. In other words, patrons show complete indifference about online resources
displaying Interactivity and Customization.
Thus, it may seem there is nothing to worry about since even though the SASSRs online
resources exhibit low attitude scores on Interactivity and Customization, people actually do not
care about these issues. However, focusing only on averages could be sometimes deceptive and
misleading. To see this, it is useful to analyze the distribution of all possible answers to the
assessment of beliefs and its evaluations.
To simplify, lets group together categories in agreement (Strongly Agree and Agree) as well
as the ones for disagreement (Strongly Disagree and Disagree) and make them one single
category for each side. If we do the same for Evaluations (Important / Unimportant), we would
end up with a matrix such as the one shown in the next page.
As the colors in the figure above show, the concentration of answers in these cells could be
defining different zones within the matrix that could imply different strategic actions to take
with regards to specific attributes of an online marketing strategy.

28


Evaluations

Not Important (NIMP) Indifferent (IND) Important (IMP)
B
e
l
i
e
f
s

Agree (A) A B C
Neither Agree nor Disagree (NAD) D E F
Disagree (D) G H I

If a significant proportion of respondents are located in the green zone, it means our online
marketing strategy with respect to the attribute being assessed and evaluated (i.e. interactivity,
customization, etc.) has Two Thumbs Up. Patrons assessed our online resources in this
regard with high scores and also consider this feature or attribute to be important.
If a significant proportion of respondents are located in the pink zone, it means our online
marketing strategy with respect to the attribute under analysis only needs to be Capitalized.
Patrons have assessed our online resources in this regard with high scores but do not consider
this feature to be important (indifferent or unimportant). The work in our resources is done, so
we could focus our strategy in letting patrons know how these features in our online resources
could come in-handy or be useful. In this way, we would be working to change their evaluations
about this specific attribute and moving our online resources towards a Two Thumbs Up
zone.
On the other hand, if a significant proportion of respondents are located in the yellow zone, it
means our online marketing strategy with respect to the attribute under analysis is a Fixer
Upper. It has a lot of potential because users already value this attribute as important (or at
least indifferent: cell H) but it calls for immediate attention. Otherwise, it might quickly become
a weak flank, causing the user to loose engagement with our online resources. Thus, the
strategy is clear: concentrate on improving your online marketing strategy in that attribute.
The blue zone is a Neutral zone where efforts should be concentrated, as with Fixer
Uppers, to improve your resources in that respect. The objective in the Neutral zone should
be to take the attribute at hand to a situation where only capitalization strategies might be
needed, although with no sense of urgency.
Lastly, if a significant proportion of respondents are located in the red zone, it means our online
marketing strategy with respect to the attribute under analysis needs to be in 24-hour care.
The red zone means that users are rating the performance of our online marketing strategy
with regards to this attribute as being low but they also show no concern for it. This is the
toughest situation because there is no clear strategy. It means efforts should be implemented
in both directions: improving your resources and making people see the importance and utility
of these features. Attributes in this situation must be monitored for any changes that might
29

turn it into a Fixer Upper and would require our immediate attention if we do not want to lag
behind and loose users engagement.
The following pictures show the matrices with the distribution of patrons answers for
Customization and Interactivity of SASSRs online marketing resources.
A quick inspection to the matrix showing the distribution of patrons answers with respect to
Customization reveals what the average attitude scores were hiding earlier. Almost 60%
(57.64%) of respondents are concentrated in the yellow zone, identifying Customization of
SASSRs online resources as a Fixer Upper. Approximately, 6 out 10 patrons place a medium
to high degree of importance in this attribute but perceive SASSRs resources do not
incorporate enough features that would let them customize these resources to suit their
particular needs.

Beliefs vs. Evaluation Matrix: Customization

Evaluations

NI IND IMP
B
e
l
i
e
f
s

A 8.68% 6.25%
NAD
13.89%
13.54%
57.64%
D



Beliefs vs. Evaluation Matrix: Interactivity

Evaluations

NI IND IMP
B
e
l
i
e
f
s

A 15.28% 7.29%
NAD
27.43%
14.93%
35.07%
D


In terms of Interactivity, 62.5% of answers are concentrated either in the yellow or red zone.
More precisely, 35.07% consider Interactivity to be a Fixer Upper attribute while 27.43%
place it under a 24-hour care. Thus, patrons vary in the degree of importance they give to
Interactivity as an attribute for online marketing resources but concur in perceiving that
SASSRs resources do not possess the enough level of Interactivity to allow them interact with
other patrons and, potentially, share their experiences. This agreement is shared by 62.5% of
them.
30








A N N E X




31


Name of interviewer:____________________________
Interview date:_______/________/2012
Interview time:______:______ am / pm

Hello, my name is ______. Thank you for agreeing to complete this survey. It should take approximately 5 minutes of
your time. This survey will help identify and quantify the economic impact of the SA Stock Show & Rodeo to the city of
San Antonio. The information you provide will remain completely confidential and the results of the survey will only be
released in the form of totals and percentages for large groups of people


1. How many people are in your immediate traveling party? Adults __________ Children __________
2. What is your residential zip code/postal code? ____________
3. Do you live in the San Antonio Area (Includes
Atascosa/Bandera/Bexar/Comal/Guadalupe/Kendall/Medina/Wilson Counties)? Yes No


VISITORS TO SAN ANTONIO AREA

4. Is this your first visit to San Antonio? Yes No
5. Would you have visited San Antonio at this time if this rodeo were not taking place? Yes No
6. Did you arrive in San Antonio by airplane? Yes No
7. How long will you be visiting San Antonio? Day(s)_______ Night(s)_______
8. Primary lodging while visiting San Antonio: Hotel/Motel Private home RV Park/Camp
Other
8.1 How many rooms per night are you using for your party? 1 2 3 4+
8.2 Where is your hotel/motel/lodging located? City of San Antonio Outside San Antonio
Other (if uncertain, specify city/name of hotel
franchise):_________________________
8.3 How did you book your accommodations?
Through the hotel website directly Through the hotel directly (phone, upon arrival,)
Booked through a travel package bundle San Antonio CVB (visitsanantonio.com) Other
________________

9. While visiting San Antonio for this event, how many people in your party will you be paying for, including yourself?
_______
10. Do you plan on visiting any other attractions in San Antonio during your visit? Check all that apply
Six Flags Fiesta Texas Sea World San Antonio San Antonio Zoo Natural parks
Museums (Ripleys, Alamo, etc.) Riverwalk Golf Other
________________________________
Note: If participant is a RESIDENT of the San Antonio Area, please skip to Question 12
32

11. While visiting San Antonio, how much do you plan to spend DAILY within the City of SAN ANTONIO for ALL
members of your party on the following? (If expenditures are shared, please report only those which are your
responsibility)
Amount Spent Daily (within SAN ANTONIO, outside of event)

Lodging (rate paid per room per night) $

Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

Transportation (These expenses include gas, parking, taxi. Exclude air fare) $

Shopping (excluding spending inside the rodeo) $

Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

Misc. (tips to valets, service staff, other) $


Event-Related: (spending within San Antonio Stock Show and Rodeo)
Concessions $ Other $
Merchandise $ Rodeo Tickets $

RESIDENTS OF SAN ANTONIO AREA


12. While engaging in event activities, how many people in your party will you be paying for, including yourself?
___________

13. While participating in rodeo activities, how much do you plan to spend DAILY within the City of SAN
ANTONIO for ALL members of your party on the following? (If expenditures are shared, please report only those
which are your responsibility)
Amount Spent Daily (within SAN ANTONIO, outside of event)

Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

Transportation (These expenses include gas, parking, taxi, bus fare, rental car.) $

Shopping (excluding spending inside the rodeo) $

Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

Misc. (tips to valets, service staff, other) $


Event-Related: (spending within the San Antonio Stock Show and Rodeo)
Concessions $ Other $
Merchandise $ Rodeo Tickets $

14. If you were not attending the San Antonio Stock Show and Rodeo, would you have spent the amount listed above in
San Antonio? Yes No



Note: If participant is a VISITOR to the San Antonio Area, please skip to Question 15
33

ALL RESPONDENTS PLEASE COMPLETE
15. On average, how many other rodeos do you attend each year? ____________________
16. How many times have you/your party attended the SA Stock Show & Rodeo in past years? (0 if first-time)
_______________
17. Which of the rodeo events made you decide to attend the San Antonio Rodeo this year?
Concert : ________________ Carnival Rodeo Show Livestock Show Horse
Show
Other __________________

18. Do you plan on /have you taken advantage of any of the following deals? Check all that apply
GroupOn Discount Rodeo Feast Military Days Matinee Madness Dollar Days
Carnival Discounts College Days Senior Days Family Days Rodeo Star
Experience

19. Which of the following internet marketing efforts from the SA Stock Show and Rodeo have you seen/come in
touch with? (check all that apply)
Advertisements (banners, pop-ups,) Search Engine Results (Yahoo, Google, Bing,) News

Event Website (www.sarodeo.com) Social Network (Facebook, Twitter, YouTube)
Newsletter
GroupOn Deals Other:_________________



20. Which of the following devices have you used to access information on the Internet about the SA Stock Show &
Rodeo (check all that apply)
Personal Computer Smartphone Tablet Other:____________________

21. Please indicate your level of agreement or disagreement with each of the following statements regarding the use of
Internet as a source of information about the SA Stock Show & Rodeo

a) Finding information on the Internet about the SA Stock Show & Rodeo is an easy task
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
b) The information found on the Internet about the SA Stock Show & Rodeo is easy to understand
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
c) The information found on the Internet about the SA Stock Show & Rodeo is accurate
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
d) The information found on the Internet about the SA Stock Show & Rodeo is up-to-date
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
e) The information found on the Internet about the SA Stock Show & Rodeo is useful
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
f) The resources I found on the Internet about the SA Stock Show & Rodeo allow me to interact with other
people
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
Note: If participant does not check any of the options on Question #19, please skip to Question 23
34

g) The resources I found on the Internet about the SA Stock Show & Rodeo allow me to customize them to
my specific needs
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
h) In general, the Internet is helpful to find information about the SA Stock Show & Rodeo
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
i) In general, I was able to find all the information I needed about the SA Stock Show & Rodeo on the
Internet
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
22. Please evaluate the following characteristics in terms of how relevant they are for your Internet experience. Use a
scale of 1 to 5, where 5 means Very Important and 1 means Not at all important

a) Finding information easily on the Internet is:______________
b) Finding easy-to-understand information on the Internet is:______________
c) Finding accurate information on the Internet is:______________
d) Finding up-to-date information on the Internet is:______________
e) Finding useful information on the Internet is:______________
f) Interacting with other people on the Internet is:______________
g) Being able to customize resources on the Internet to meet my specific needs
is:______________

23. Do you participate or have a profile/account in any of the following networking sites (check all that apply).
Facebook Twitter Google Plus+ MySpace YouTube Flickr
Yelp
GroupOn Living Social Other:_________________
24. How often do you use Internet?
Everyday Once every couple of days Once a week Once every couple of weeks Once
a month
Other:__________________________
25. What is your age group?
18-25 26-35 36-45 46-55 56-65 More than 65
26. Respondents gender
Male Female



35


Name of interviewer:____________________________
Interview date:_______/________/2012
Interview time:______:______ am / pm
Hello, my name is ______. Thank you for agreeing to complete this survey. It should take approximately 5 minutes of
your time. This survey will help identify and quantify the economic impact of the SA Stock Show & Rodeo to the city of
San Antonio. The information you provide will remain completely confidential and the results of the survey will only be
released in the form of totals and percentages for large groups of people

1. How many people are in your immediate traveling party? Adults __________ Children __________
2. What is your residential zip code/postal code? ____________
3. Do you live in the San Antonio Area (Includes
Atascosa/Bandera/Bexar/Comal/Guadalupe/Kendall/Medina/Wilson Counties)? Yes No


VISITORS TO SAN ANTONIO AREA

4. Is this your first visit to San Antonio? Yes No
5. Did you arrive in San Antonio by airplane? Yes No
6. How long will you be exhibiting at the SA Stock Show & Rodeo? Day(s)_______ Night(s)_______
7. Will you be staying in San Antonio during this time? Yes No If NOT, length of stay: Day(s)_____
Night(s) ______
8. Does this visit to San Antonio replace any other past/future visit to exhibit in this area within the previous/next 12
months?
Yes No If YES, anticipated length of stay: Day(s)_______ Night(s)
_______
9. Primary lodging while visiting San Antonio: Hotel/Motel Private home RV Park/Camp Other
8.1 How many rooms per night are you using for your party? 1 2 3 4+
8.2 Where is your hotel/motel/lodging located? City of San Antonio Outside San Antonio
Other (if uncertain, specify city/name of hotel
franchise):_________________________
8.3 How did you book your accommodations?
Through the hotel website directly Through the hotel directly (phone, upon arrival,)
Booked through a travel package bundle San Antonio CVB (visitsanantonio.com) Other
________________
10. Do you plan on visiting any other attractions in San Antonio during your visit? Check all that apply
Six Flags Fiesta Texas Sea World San Antonio San Antonio Zoo Natural parks
Museums (Ripleys, Alamo, etc.) Riverwalk Golf Other
________________________________
11. While visiting San Antonio for this event, how many people in your party will you be paying for, including yourself?
_______
Note: If participant is a RESIDENT of the San Antonio Area, please skip to Question 13
36

12. While visiting San Antonio, how much do you plan to spend DAILY within the City of SAN ANTONIO for ALL
members of your party on the following? (If expenditures are shared, please report only those which are your
responsibility)
Amount Spent Daily (within SAN ANTONIO, outside of event)

Lodging (rate paid per room per night) $

Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

Rental Car (rate per day) $

Transportation (These expenses include gas, parking, taxi. Exclude air fare and rental car.) $

Shopping (excluding spending inside the rodeo) $

Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

Misc. (tips to valets, service staff, other) $

Event-Related: (spending within San Antonio Stock Show and Rodeo)
Concessions $ Other $
Merchandise $ Rodeo Tickets $

RESIDENTS OF SAN ANTONIO AREA


13. While engaging in event activities, how many people in your party will you be paying for, including yourself?
___________

14. While participating in rodeo activities, how much do you plan to spend DAILY within the City of SAN
ANTONIO for ALL members of your party on the following? (If expenditures are shared, please report only
those which are your responsibility)
Amount Spent Daily (within SAN ANTONIO, outside of event)

Lodging (rate paid per room per night) $

Food/Beverages (Daily spending on meals and alcohol/non-alcohol drinks outside the rodeo) $

Rental Car (rate per day) $

Transportation (These expenses include gas, parking, taxi. Exclude air fare and rental car.) $

Shopping (excluding spending inside the rodeo) $

Entertainment (Spending on museums, nightlife, etc. Exclude rodeo ticket costs) $

Misc. (tips to valets, service staff, other) $

Event-Related: (spending within the San Antonio Stock Show and Rodeo)
Concessions $ Other $
Merchandise $ Rodeo Tickets $

15. If you were not attending the San Antonio Livestock Show and Rodeo, would you have spent the amount listed
above in San Antonio? Yes No
Note: If participant is a VISITOR to the San Antonio Area, please skip to Question 16
37

ALL RESPONDENTS PLEASE COMPLETE

16. Type of exhibitor: Commercial (inc. Food) Horse Show Livestock Wildlife
17. How many times have you/your party attended this event in past years? (0 if first time) _________
18. If this rodeo were not hosted in San Antonio, would you have instead attended an event in another location in
Texas?
Yes No Would you have instead attended an event in another State? Yes No

20. Why did you choose the San Antonio Livestock Show and Rodeo to exhibit?
Location of the event Public attendance Level of competition Other
_______________________

21. Respondents gender:
Male Female

21. Respondents age group:
18-25 26-35 36-45 46-55 56-65 More than 65