2022

LAUGHLIN
VISITOR PROFILE STUDY

2022 LAUGHLIN VISITOR PROFILE

1

Prepared for:Las Vegas Convention and
Visitors Authority
702-892-0711
3150 Paradise Rd.
Las Vegas, NV 89109-9096
LVCVA.com

Acknowledgments
The Las Vegas Convention and Visitors Authority andHeart+Mind Strategies extend thanks to the Laughlincommunity for its cooperation in this research project.
Special appreciation is noted for cooperation and assistancereceived from the hotel, motel and casino industries.
Appreciation is also extended to the interviewers andLaughlin visitors, without whose dedicated cooperation thisstudy could not have been completed.

LAS VEGAS CONVENTION AND VISITORS AUTHORITY
By:

Heart+Mind Strategies
12110 Sunset Hills Rd.
Suite 600
Reston, VA 20190
www.heartandmindstrategies.com

SENIOR EXECUTIVE STAFF
Chief Executive Officer/President - Steven D. Hill
General Counsel - Caroline Bateman
Chief Financial Officer - Ed Finger
Chief Operating Officer - Brian Yost
Chief Marketing Officer - Kate Wik
Chief Sales Officer - Lisa Messina
Senior Vice President of Communications - Lori Nelson-Kraft
Senior Vice President of People & Culture - Nadine JonesRESEARCH CENTER
Vice President of the LVCVA Research Center - Kevin M. Bagger
Senior Director of Marketing Analytics - Alan Fowler
Research Analyst - Gina Zozaya
Research Analyst - Jill Reynolds
Digital Marketing Analyst - Alexander J. Scheuch
LAS VEGAS CONVENTION AND VISITORS AUTHORITY
BOARD OF DIRECTORS
Chair - Commissioner Jim Gibson
Vice-Chair - Mr. Anton Nikodemus
Secretary - Mayor Pamela Goynes-Brown
Treasurer - Mr. Scott DeAngelo
Councilman Cedric Crear

Ms. Mary Beth Sewald

Mayor Carolyn G. Goodman

Mr. Steve Thompson

Mr. Brian Gullbrants

Councilman Steve Walton

Ms. Jan Jones Blackhurst

Councilman Brian Wursten

Commissioner Michael Naft
Mayor Michelle Romero

2022 LAUGHLIN VISITOR PROFILE2

Table of Contents
5    EXECUTIVE SUMMARY
6    INTRODUCTION
7    METHODOLOGY
8    WHY LAUGHLIN: REASONS FOR VISITING
8    FIGURE 1: First Visit vs. Repeat Visit
8    FIGURE 2: Number of Visits in Past 12 Months
9    FIGURE 3: Primary Purpose of Current Visit
9    FIGURE 4: Primary Purpose of Current Visit (First Time vs. Repeat Visitors)
9    FIGURE 5: Visited Laughlin in Past for a Special Event

10    ON THE GO: TRAVEL, TRANSPORTATION, AND PLACES VISITED
10    FIGURE 6: Advance Trip Planning10    FIGURE 7: Transportation To Laughlin
11    FIGURE 8: Laughlin Visit is Part of Longer Trip
11    FIGURE 9: Primary Destination of Trip
12    FIGURE 10: Visited Las Vegas in Past 5 Years / Visited Las Vegas as Part of This Trip
12    FIGURE 11: Transportation to Las Vegas
13    FIGURE 12: Visited Other Nearby Places
13    FIGURE 13: Other Nearby Places Visited
14    TRIP PLANNING: LODGING AND RESERVATIONS
14    FIGURE 14: When Decided Where to Stay
14    FIGURE 15: Tools Used in Planning Trip
15    FIGURE 16: Type of Lodging
16    FIGURE 17: Method of Booking Accommodations
16    FIGURE 18: Advanced Booking of Accommodations
17    FIGURE 19: Type of Room Rate
17    FIGURE 20: Average Spend Per Night on Lodging
18    FIGURE 21: Number of Days Stayed (Length of Stay)
18    FIGURE 22: Number of Nights Stayed (Length of Stay)
19    FIGURE 23: Weekday vs. Weekend Arrival
19    FIGURE 24: Day of Arrival
20    FIGURE 25: Number of Room Occupants
20    FIGURE 26: Number of Adults in Immediate Party
21    FIGURE 27: Have Persons Under Age 21 in Party

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Table of Contents (cont’d)22    GAMING: BEHAVIOR AND BUDGETS
22    FIGURE 28: Gambled While in Laughlin/Gaming Budget/Hours of Gambling
22    FIGURE 29: Number of Casinos Where Gambled
23    FIGURE 30: When Decided Where to Gamble
23    FIGURE 31: Other Places Gambled Outside of Laughlin
24    FIGURE 32: Gaming Tournaments24    FIGURE 33: Member of Slot/Loyalty Club25    ACTIVITIES: ENTERTAINMENT ACTIVITIES AND SPENDING
25    FIGURE 34: Average Trip Expenditures (All Visitors)
26    FIGURE 35: Average Trip Expenditures (Among Spenders)27    FIGURE 36: When Decided What Show to See
28    EXPERIENCE: SATISFACTION AND EXPECTATIONS
28    FIGURE 37: Satisfaction with Visit
28    FIGURE 38: Reasons Very Satisfied with Visit
28    FIGURE 39: Reasons Somewhat Satisfied with Visit
29    FIGURE 40: Laughlin Compared to Expectations
29    FIGURE 41: Likely to Return to Laughlin Next Year
29    FIGURE 42: Likely to Recommend Laughlin to Others
30    WHO’S HERE: VISITOR DEMOGRAPHICS
30    TABLE 1: Gender/Marital Status/Employment/Education/Age31    TABLE 2: Ethnicity/Household Income/Visitor Origin
32    APPENDIX A: Summary Tables of Visitor Characteristics
32    TABLE 3: Summary Table of Visitation Frequency + Purpose for Visit
32    TABLE 4: Summary Table of Travel Planning Characteristics
33    TABLE 5: Summary Table of Trip Characteristics + Expenditures
33    TABLE 6: Summary Table of Gaming Behavior + Budgets
34    TABLE 7: Summary Table of Attitudinal Information34    TABLE 8: Summary Table of Visitor Demographics
35    APPENDIX B: Aggregate Results for Calendar Year 2022

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EXECUTIVE SUMMARY
Compared to before the COVID-19 pandemic, in 2022 Laughlin visitors were younger and more ethnically diverse,with higher educational achievement and income levels. Visitors came to Laughlin for a greater variety of reasons,and spent more than pre-pandemic visitors on lodging, gaming, food and drink, and shows and entertainment.
Among the findings of the 2022 report, below are some highlights:• Strong satisfaction: More than eight in ten (82%) visitors to Laughlin in 2022 were “Very Satisfied” with theirvisit, while 15% said they were “Somewhat Satisfied.” Only 3% of visitors were dissatisfied with their visit.
• Expectations and future visitation: Laughlin met (61%) or exceeded (35%) expectations among nearly all
visitors. Additionally, 87% of Laughlin visitors said they were likely to return to Laughlin in the next year, and
92% said they were likely to recommend Laughlin as a place to visit.
• More diverse reasons for visiting: While four in ten (40%) Laughlin visitors came for a vacation, and onequarter (24%) said they came primarily to gamble, more visitors than in past years said they came to Laughlin
for water-based recreation (14%) or to attend a special event (11%).
• Larger travel parties: The average party size (average of 2.3 adults) was up from past years, and 12% said they
were traveling with someone under 21 years old in their party, up from 5%-6% from 2016-2018. The average
number of people per room among hotel visitors (average of 2.2) was also up from past years.
• Higher spending: Per trip spending increased significantly for lodging, food and drink, and shows andentertainment from pre-pandemic levels.
• Gaming remains strong: Nine in ten (90%) visitors gambled during their trip to Laughlin, and one in four (24%)
said that gambling was the main reason for their visit. The average gambling budget was $719.92, around $50$60 higher than pre-pandemic levels.
• More visitors coming from Las Vegas: One in five (21%) visitors in 2022 came from Las Vegas, up from 3% - 6%
in past years.
• Younger, more diverse: The average age of visitors was 52.7 years, down by more than four years from prepandemic results. One in five visitors (22%) was Hispanic/Latino. Nearly half (46%) of visitors had graduatedfrom college, and 47% had household incomes of $80,000 or more, both figures higher than pre-pandemic
levels.

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INTRODUCTION
The Laughlin Visitor Profile Study is conductedmonthly, and reported annually, to provide an
ongoing assessment of the Laughlin visitor and trends
in visitor behavior over time.
More specifically, the Laughlin Visitor Profile aims to:• Provide a profile of Laughlin visitors in terms ofsocio-demographic and behavioral characteristics.
• Monitor trends in visitor behavior and visitor
characteristics.
• Supply detailed information on the vacationand gaming habits of different visitor
groups, particularly gaming and non-gaming
expenditures.
• Allow the identification of market segments andpotential target markets.
• Provide a basis for calculating the economic
impact of different visitor groups.
• Determine visitor satisfaction levels.

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METHODOLOGYDATA ANALYSISThe 2022 Laughlin visitor profile conducted In-person
interviews with 1,200 randomly selected visitors. Due tothe pandemic, interviewing did not begin until February,and extra interviews were conducted in March to makeup for this. From April to December 2022 approximately
100 interviews were conducted each month.

Interviews were reviewed for completeness andaccuracy, coded, and entered into a computerized
database for analysis. The information was thenanalyzed using statistical software packages available toHeart+Mind Strategies. The questionnaire administeredto visitors is appended to this report in the form of
aggregate results.

Throughout this report, charts and graphs are used toillustrate the data. The data presented in these charts
are based on the total sample of respondents for 2022
and the preceding years unless otherwise specified. In
charts using proportions, those proportions may not
add to 100% because of rounding or because multiple
responses were permitted.

STATISTICAL SIGNIFICANCE
When a difference between observations in one ormore years for a particular measure is reported,
there is a 95% or better chance that the difference isthe result of a true difference between the measurecompared over these years and is not due to sampling
error alone. This is a commonly accepted standard
for statistical significance testing in market andpublic opinion research. We do not note any yearly
differences that do not meet this standard for statisticalsignificance.

RESPONDENTS
Qualified survey respondents were visitors to
Laughlin (non-residents) who were at least 21 yearsof age. (Residents of Bullhead City, Arizona, were
not considered visitors). Residents of Clark County,
including residents of Las Vegas but excluding residentsof Laughlin, were treated as visitors to Laughlin. Only
visitors who planned to leave Laughlin within 24 hours
were asked to complete the survey.

This report presents the results of the 2022 study andcompares them to the results of the 2016, 2017, 2018,and 2019 studies (due to the pandemic no report wasissued in 2020 or 2021).

INTERVIEWING
Visitors were intercepted in or near Laughlin hotelcasinos and hotels. To assure a random selectionof visitors, different locations were utilized on eachinterviewing day and interviewing was conducted at
different times of day. Verification procedures wereconducted throughout the project to assure accurate
and valid interviewing.

2022 LAUGHLIN VISITOR PROFILE

Statistically significant differences in the behavior,
attitudes, and opinions of visitors from year to year are
pointed out in the text of the report.

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WHY LAUGHLIN
WHY LAUGHLIN: REASONS FOR VISITING
FIGURE 1: First Visit vs. Repeat Visit

Most visitors are regulars.
Over nine in ten 2022 Laughlin
visitors (91%) had visited
Laughlin in the past.

Average number of visits lower
than pre-pandemic years.

FIGURE 2: Number of Visits in Past 12 Months

The average number of visits toLaughlin over the past 12 months
was 2.8 among all visitors, with 57%
of visitors making more than one
trip to Laughlin in the past year.
Repeat Laughlin visitors made an
average of 3.0 visits. Three in ten(30%) said they made two visits inthe past 12 months, up from 201719 results.

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WHY LAUGHLIN
FIGURE 3: Primary Purpose of Current Visit(Among All Visitors)

Vacation time and gambling top thelist of reasons to come to Laughlin.
Four in ten 2022 Laughlin visitors(40%) said the primary purpose of
their visit was vacation or pleasure,while one-quarter (24%) said it was togamble.
More visitors than before thepandemic said they were visiting forwater-based recreation (14%) or toattend a special event (11%).

FIGURE 4: Primary Purpose of Current Visit(First Time vs. Repeat Visitors)

First-timers were on vacation; Repeats more
likely came for gambling and enjoying theriver.
First time visitors to Laughlin were more likely
than repeat visitors to say the purpose of theirvisit was vacation or pleasure (57% vs. 38%),
while repeat visitors were more likely to say theycame to gamble (25% vs. 8%) or for water-based
recreation (14% vs. 8%).

Many repeat visitors had come for a
special event on a past trip.

FIGURE 5: Visited Laughlin in Past for a Special Event(Among Repeat Visitors)

Four in ten repeat visitors (41%) said
they had visited Laughlin in the past
for a special event, consistent with past
results.

2022 LAUGHLIN VISITOR PROFILE

9ON THE GO
ON THE GO: TRAVEL, TRANSPORTATION, AND PLACES VISITEDFIGURE 6: Advance Trip Planning

Travelers took less advance time
to plan their trip.
Laughlin visitors in 2022 planned
their trip closer to departure thanpre-pandemic visitors. Nearly half(45%) planned their trip between
a week and a month in advance,
while 36% planned their trip morethan thirty days in advance, downfrom pre-pandemic results.

Visitors hit the road to get toLaughlin.

FIGURE 7: Transportation To Laughlin

The vast majority of visitors (87%)
arrived in Laughlin via private
vehicle.

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ON THE GO
FIGURE 8: Laughlin Visit is Part of Longer Trip

Laughlin is the only destination for
majority of visitors.
One in ten visitors (10%) said they werevisiting Laughlin as part of a longer trip
to multiple destinations.

FIGURE 9: Primary Destination of Trip
(Among Those on a Larger, Multi-Destination Trip)

Las Vegas was main destination for some
Laughlin visitors.
Six in ten visitors (61%) who said they werevisiting Laughlin as part of a longer trip said theprimary destination of their trip was Las Vegas,
up from pre-pandemic results.

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ON THE GO
FIGURE 10: Visited Las Vegas in Past 5 Years /Visited Las Vegas as Part of This Trip

Even if they did not visit Las Vegas on this trip,
more than half of visitors had been to Las Vegas
in the past 5 years.
Over one-half (56%) of Laughlin visitors had visited
Las Vegas in the past 5 years. One in ten visitors(11%) said they would also be visiting Las Vegas
during this trip to Laughlin.

Air travel was most popular way to get to Las Vegas for Laughlin visitors.
Nearly one-half (49%) of Laughlin visitors who also visited Las Vegas on their trip said they had arrived in Las Vegas
via air, an increase from pre-pandemic results.

FIGURE 11: Transportation to Las Vegas*(*) In 2016 this question was only asked of visitors who traveled to Laughlin from Las Vegas.

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ON THE GO
Laughlin visitors mostly stayed in town.
Seven percent (7%) of Laughlin visitors said theywould be visiting other nearby places during theirtrip, down from pre-pandemic results.
FIGURE 12: Visited Other Nearby Places(Among All Visitors)

FIGURE 13: Other Nearby Places Visited*(Among Visitors Who Also Visited Other Places)(*) Multiple responses permitted

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TRIP PLANNING
TRIP PLANNING: LODGING AND RESERVATIONSFIGURE 14: When Decided Where to Stay
(Among Overnight Visitors)

Lodging location was decided ahead oftime.
Laughlin visitors continued to plan ahead
for their trips, with nearly 9 in 10 (89%)
deciding where to stay before leaving,slightly lower than recent years.

Online planning tool
use increases.

FIGURE 15: Tools Used in Planning Trip*

2022 saw a sharp
increase in the use of
any online tools (43%)
as well as the increase
in word of mouth(20%).

Note: Not asked in 2016(*) Multiple responses permitted

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TRIP PLANNING
FIGURE 16: Type of Lodging(Among Overnight Visitors)

Most visitors stay at a hotel.
The type of lodging remains consistent fromrecent years, with most (95%) staying at
hotels.

2022 LAUGHLIN VISITOR PROFILE

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TRIP PLANNING
Calling properties gives way to booking online.
While half of visitors (50%) book accommodations by calling properties, booking through a website or an app
increased sharply in 2022 to 45%.
FIGURE 17: Method of Booking Accommodations(Among Those Who Stayed in Hotel)

Visitors booked more than 7 days inadvanced.

FIGURE 18: Advanced Booking of Accommodations(Among Those Who Stayed in Hotel)

Similar to 2019, 2022 Laughlin visitors
were more likely to book their trip 30
or more days ahead of their trip (33%)
compared to 2016 and 2017.

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TRIP PLANNING
Casino rates remain the most popular.
3 out of 5 Laughlin visitors (60%) booked at a casino rate (casino rate + casino complimentary rate), consistent with
2016-2019 data. Regular rate bookings continue to be higher than earlier years (30%).
FIGURE 19: Type of Room Rate
(Among Those Who Stayed in Hotel)

Visitors spent more per night on lodging.
Nearly 1 in 3 (30%) visitors who stayed in a hotel (non-package/noncomp) paid a room rate over $101 per night.
FIGURE 20: Average Spend Per Night on Lodging(Among Non-Package, Non-Comp Visitors Who Stayed in Hotel)

2022 LAUGHLIN VISITOR PROFILE

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TRIP PLANNING
Shorter trips were more popular.
The average number of days (3.4) and nights (2.4) stayed in
Laughlin was down from recent years. Trips of one to threedays were more common in 2022 (55%), with trips of 5 ormore days (16%) decreasing the most.
FIGURE 21: Number of Days Stayed (Length of Stay)

Average Number of Days Stayed
2016
4.3

2017
4.5

2018
4.4

2019
4.3

2022
3.4

FIGURE 22: Number of Nights Stayed (Length of Stay)

Average Number of Nights Stayed
2016
3.3

2017
3.5

2018
3.4

2022 LAUGHLIN VISITOR PROFILE

2019
3.3

2022
2.4

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TRIP PLANNING
FIGURE 23: Weekday vs. Weekend Arrival

Most visitors arrive during a weekday.
While 7 in 10 visitors are arriving on a
weekday (69%), weekend arrivals (32%)
were higher than past years. 1 in 5 (20%)
visitors arrived on Friday.

FIGURE 24: Day of Arrival

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TRIP PLANNING
FIGURE 25: Number of Room Occupants(Among Those Who Stayed in Hotel)

More people per room in 2022.
The mean number of room occupants
increased in 2022 (2.2), largely driven by adecrease in one-person stays (6%).

Average Number of Room Occupants
2016
2.0

More adults per party.

Average Number of Adults in Party
2017
2.2

2018
2.1

2018
2.0

2019
2.1

2022
2.2

FIGURE 26: Number of Adults in Immediate Party

The mean number of adults per party
was higher than past years (2.3), driven
in part by an increase in parties withfour or more adults (9%).

2016
2.1

2017
2.0

2019
2.0

2022
2.3

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TRIP PLANNING
FIGURE 27: Have Persons Under Age 21 in Party

More groups with children coming to visit
Laughlin than before the pandemic.
Similar to 2019, more visitors came withsomeone under 21 (12%).

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GAMINGGAMING: BEHAVIOR AND BUDGETS
Strong gaming budgets continue.
While nine in ten Laughlin visitors (90%) gambled during their stay, this was down from previous results. They also
spent less time gambling (average of 3.4 hours) than pre-pandemic visitors. Nevertheless, the average amountbudgeted for gambling ($719.92) was significantly higher than pre-pandemic results.
FIGURE 28: Gambled While in Laughlin/Gaming Budget/Hours of Gambling(Among Those Who Gambled)

FIGURE 29: Number of Casinos Where Gambled(Among Those Who Gambled)

Visitors focusing their time within
fewer casinos during stay.
Visitors gambled at an average of
2.1 casinos during their stay, downfrom previous results. Nearly threequarters of visitors said they gambled
at one or two casinos (72% ).

Average Number of Casinos Gambled At
2016
3.5

2022 LAUGHLIN VISITOR PROFILE

2017
3.4

2018
3.3

22

2019
2.9

2022
2.1

GAMING
FIGURE 30: When Decided Where to Gamble(Among Those Who Gambled)

Two-thirds planned where they wanted togamble ahead of time, the rest decided when
they got to Laughlin.
Seven in ten visitors (70%) said they decided
where they would gamble before arriving in
Laughlin, up from 57% in 2019.

Las Vegas gambling is also popular with Laughlin visitors.
All visitors were asked where they had gambled outside of Laughlin over the past 12 months. Nearly one-half (48%)
said they had gambled in Las Vegas, while about one-quarter (26%) said they had gambled at an Indian Reservationin California.
FIGURE 31: Other Places Gambled Outside of Laughlin(Among All Visitors)

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GAMING
Participating in Gaming tournaments is down frompre-pandemic years.

Slot/Loyalty clubs were popular with visitors
gambling in Laughlin.

Among all visitors, 2% said they participated in agaming tournament during their stay, down from 1011% from 2016 – 2019.

Nine in ten Laughlin visitors who gambled (90%) said
they were a member of a slot or loyalty club.

FIGURE 32: Gaming Tournaments

FIGURE 33: Member of Slot/Loyalty Club

2022 LAUGHLIN VISITOR PROFILE24

ACTIVITIESACTIVITIES: ENTERTAINMENT ACTIVITIES AND SPENDING
Spending on Food/Drink and Shows/Entertainment was up across all visitors.
Among all visitors to Laughlin, including those who spent nothing, mean spending on Food/Drink ($247.54) andShows/Entertainment ($20.71) reached record levels and was significantly higher than any previous year. Spendingon Shopping ($52.81), Local transportation ($31.73), Sightseeing ($4.15) was lower than previous years, particularly
2019.
FIGURE 34: Average Trip Expenditures(All Visitors)

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ACTIVITIES
Among spenders, most categories saw an increase from 2019.
Among those who spent money on each category, spending on Shows/Entertainment ($105.83) saw the highest
increase from 2019 ($42.64) as the proportion who spent on this category remained stable (27%). Fewer visitors
spent money on sightseeing (4%, spending $106.06). The amount visitors spent on shopping was lower than 2019
while the level of visitors spending on shopping also decreased (43%, spending $122.61).
FIGURE 35: Average Trip Expenditures(Among Spenders)

Percentages of respondents who spent money in each category are shown in the following table:
2016

2017

2018

2019

2022

(1,145)95%(1,136)95%(1,130)
94%

(775)
97%

(1,193)
100%

(815)
68%

(686)
57%

(731)
61%

(532)
67%

(517)
43%

(926)
77%

(920)
77%

(925)
77%

(595)
74%

(411)
34%

(366)
31%

(320)
27%

(319)
27%

(198)
25%

(318)
27%

(262)
22%

(259)
22%

(232)
19%

(152)
19%

(47)
4%

(36)
3%

(36)
3%

(51)
4%

(58)
7%

(111)
9%

Food & Beverage(BASE)
Proportion of Total
Shopping(BASE)
Proportion of Total
Local Transportation(BASE)
Proportion of Total
Shows/Entertainment(BASE)
Proportion of Total
Sightseeing(BASE)
Proportion of Total
Other(BASE)
Proportion of Total

Note: High value for “Other” expenditures is driven by an increase in number of respondents renting jet skis.

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ACTIVITIESFIGURE 36: When Decided What Show to See(Among Those Who Saw a Show)

2022 LAUGHLIN VISITOR PROFILE

Shows were being decided before arriving.
Among visitors who saw a show, most decided
which shows to see before leaving (82%).

27

EXPERIENCE
EXPERIENCE: SATISFACTION AND EXPECTATIONSSatisfaction remains strong.
Satisfaction with the visit remains high (97%), with the most cited reasons for being very satisfied including friendly/
excellent service staff and natural scenery.
FIGURE 37: Satisfaction with Visit

FIGURE 38: Reasons Very Satisfied with Visit(Among Very Satisfied)Among visitors not fully satisfied with their stay,different reasons are mentioned.
FIGURE 39: Reasons Somewhat Satisfied with Visit(Among Somewhat Satisfied)Note: doesn’t list mentions <5%2022 LAUGHLIN VISITOR PROFILE

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EXPERIENCEFIGURE 40: Laughlin Compared to Expectations

Expectations are met for most visitors.
Three in five visitors (61%) said their trip
met their expectations, with many (35%)
saying the trip exceeded expectations.

Likelihood to return is high.

Likelihood to recommend remains high.

Most visitors are likely to return to Laughlin, with three
in four (75%) saying they definitely would return in thenext year.

Most visitors (83%) will definitely recommend Laughlin,
consistent with recent years.

FIGURE 41: Likely to Return to Laughlin Next Year

FIGURE 42: Likely to Recommend Laughlin to Others

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WHO’S HERE
WHO’S HERE: VISITOR DEMOGRAPHICS
2022 visitors to Laughlin were notably different from recent years on most demographics. They were more likely to
be married in 2022 (79%) compared to 2016-2019 (65%-69%). The mean visitor age was also significantly lower (52.7
vs 58.0-59.8 in 2016-2019), with an increase concentrated among 30–49-year-olds. There were also more visitors
who are currently employed (63%) and college graduates (46%).
TABLE 1: Gender/Marital Status/Employment/Education/Age
2016

2017

2018

2019

2022

(1,200)(1,200)(1,200)(800)(1,200)

Male

49%

50%

50%

51%

50%

Female

51%

50%

50%

49%

50%

Married

67%

68%

69%

65%

79%

Single

17%

16%

16%

15%

15%

Separated/Divorced

7%

9%

6%

10%

3%

Widowed

9%

6%

9%

10%

3%

Employed

37%

35%

37%

44%

63%

Unemployed

3%

4%

3%

2%

1%

Student

1%

0%

1%

0%

0%

Retired

56%

58%

56%

52%

35%

Homemaker

3%

3%

3%

3%

1%

High School or less

32%

33%

31%

30%

22%

Some college

33%

35%

35%

36%

28%

College graduate

31%

29%

31%

29%

46%

Trade/Vocational School

3%

3%

4%

5%

3%

21 to 29

5%

4%

6%

6%

7%

30 to 39

8%

7%

8%

11%

18%

40 to 49

11%

11%

11%

14%

20%

50 to 59

17%

20%

17%

15%

17%

60 to 64

13%

13%

13%

12%

6%

BASE

GENDERMARITAL STATUS

EMPLOYMENTEDUCATION

AGE

65 or older

46%

45%

46%

43%

32%

MEAN

59.4

59.8

59.3

58.0

52.7

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30

WHO’S HERE
2022 also saw the continued trend of ethnic diversity in visitors, with one-third (34%) being non-white. There werealso more visitors with household incomes greater than $80,000 (47%). Most visitor came to Laughlin from the Westregion (85%), with one in five (21%) coming from Greater Las Vegas, significantly higher than any recent year (3%-6%
in 2016-2019).
TABLE 2: Ethnicity/Household Income/Visitor Origin
2016

2017

2018

2019

2022

(1,200)(1,200)(1,200)(800)(1,200)

White

78%

80%

76%

71%

65%

African-American/Black

3%

3%

3%

8%

8%

BASE

ETHNICITY

Asian/Asian-American

2%

2%

2%

2%

4%

Hispanic/Latino

15%

15%

17%

17%

22%

Other

2%

1%

2%

2%

2%

HOUSEHOLD INCOME
Less than $20,000

4%

6%

5%

5%

1%

$20,000 to $39,999

18%

19%

18%

18%

5%

$40,000 to $59,999

28%

30%

26%

28%

13%

$60,000 to $79,999

21%

19%

21%

22%

23%

$80,000 or more

27%

24%

27%

26%

47%

Not sure/No answer

2%

3%

4%

2%

11%

USA

95%

95%

96%

97%

97%

Eastern states

1%

1%

1%

1%

1%

Southern states

4%

4%

3%

6%

3%

Midwestern states

17%

14%

12%

12%

7%

Western states

73%

75%

80%

78%

85%

California

37%

36%

38%

38%

31%

Southern CA

35%

34%

37%

36%

30%

Northern CA

2%

2%

1%

2%

1%

Arizona

20%

24%

24%

23%

23%

Greater Las Vegas

5%

3%

4%

6%

21%

Other Western states

11%

13%

14%

11%

10%

6%

5%

4%

3%

3%

VISITOR ORIGIN

International

2022 LAUGHLIN VISITOR PROFILE

31

APPENDIX A
APPENDIX A: Summary Tables of Visitor Characteristics
TABLE 3: Summary Table of Visitation Frequency + Purpose for Visit
2016

2017

2018

2019

2022

First-time Visitors

9%

10%

8%

14%

9%

Primary purpose was Vacation/Leisure

50%

49%

46%

45%

40%

Primary purpose was Gambling

26%

26%

26%

24%

24%

Avg. number of visits in past year

2.5

3.3

3.4

3.1

2.8

Primary purpose was Vacation/Leisure

49%

48%

44%

45%

38%

Primary purpose was Gambling

27%

27%

27%

26%

25%

Avg. number of visits in past year

2.6

3.5

3.6

3.5

3.0

Primary purpose was Vacation/Leisure

52%

56%

68%

45%

57%

Primary purpose was Gambling

9%

17%

12%

15%

8%

ALL VISITORSREPEAT VISITORSFIRST-TIME VISITORSTABLE 4: Summary Table of Travel Planning Characteristics
2016

2017

2018

2019

2022

Arrived by GROUND transportation

87%

87%

89%

85%

91%

Arrived by AIR transportation

13%

13%

11%

15%

9%

Decided where to stay before arrival

99%

98%

98%

97%

88%

Decided where to gamble before arrival

69%

70%

68%

59%

71%

Decided which shows to see before arrival

46%

47%

67%

53%

83%

MODE OF TRAVEL TO LAUGHLIN

MADE DECISIONS BEFORE ARRIVAL

TRAVEL PLANNING
Used Travel Agent/Advisor

2%

1%

1%

2%

1%

Used website/app to plan trip

N/A

14%

13%

34%

43%

Visited Las Vegas in past 5 years

79%

79%

77%

74%

56%

Visited Las Vegas on current trip to Laughlin

14%

17%

13%

17%

9%

Visited other nearby places

25%

24%

23%

24%

7%

PLACES TO VISIT

2022 LAUGHLIN VISITOR PROFILE32

APPENDIX ATABLE 5: Summary Table of Trip Characteristics + Expenditures
2016

2017

2018

2019

2022

Avg. number of ADULTS in party

2.1

2.2

2.1

2.0

2.3

Had persons UNDER 21 in party

6%

6%

5%

10%

12%

Stayed overnight

98%

98%

98%

97%

90%

SIZE OF PARTYLENGTH OF STAY
Avg. number of DAYS stayed

4.3

4.5

4.4

4.3

3.4

Avg. number of NIGHTS stayed

3.3

3.5

3.4

3.3

2.4

Stayed in a hotel(among overnight visitors)

95%

95%

96%

97%

95%

Avg. number of room occupants

2.0

2.0

2.0

2.1

2.2

Avg. per night spend on Lodging(non-package, non-comp)$50.88$53.75$52.09$56.51$75.54

Bought package/tour group trip

11%

10%

7%

7%

8%

Avg. spend on Food + Drink$150.63$163.88$178.59$169.90$247.54

Avg. spend on Local Transportation$41.75$44.11$48.37$49.73$31.73

LODGING SPENDING

OTHER TRIP SPENDING

Avg. spend on Shopping$66.20$59.21$56.63$98.45$52.81

Avg. spend on Shows/Entertainment

$5.95

$4.74

$5.84

$10.43$20.71

Avg. spend on Sightseeing$10.41

$9.95

$9.11

$11.47$4.15

TABLE 6: Summary Table of Gaming Behavior + Budgets
2016

2017

2018

2019

2022

Gambled while in Laughlin (% of all visitors)

99%

98%

98%

95%

90%

Avg. number of hours gambling per day

5.0

5.1

5.1

5.2

3.4

GAMBLERS

Avg. gambling budget for trip

$657.51$634.91$670.43$659.77$719.92

Avg. number of different casinos gambled(among those who gambled)

3.5

3.4

3.3

2.9

2.0

Member of loyalty/slot club

91%

92%

92%

86%

90%

2022 LAUGHLIN VISITOR PROFILE33

APPENDIX ATABLE 7: Summary Table of Attitudinal Information
2016

2017

2018

2019

2022

Very Satisfied with Laughlin visit

87%

84%

86%

85%

82%

Definitely will return to Laughlin in next year

72%

73%

78%

80%

75%

Definitely will recommend Laughlin to others

89%

90%

88%

89%

83%

SATISFACTIONTABLE 8: Summary Table of Visitor Demographics
2016

2017

2018

2019

2022

HS diploma, or less

32%

33%

31%

30%

22%

HHI of less than $60,000

50%

55%

49%

51%

19%

ECONOMIC BACKGROUND

Employed

37%

35%

37%

44%

63%

Retired

56%

58%

56%

52%

35%

Married

67%

68%

69%

65%

79%

SOCIAL BACKGROUND
50+ years old

76%

78%

76%

70%

55%

65+ years old

46%

45%

46%

43%

32%

Avg. Age

59.4

59.8

59.3

58.0

52.7

From Southern California

35%

34%

37%

36%

30%

From International Origin

6%

5%

4%

3%

3%

ORIGIN

2022 LAUGHLIN VISITOR PROFILE34

APPENDIX B
APPENDIX B: Aggregate Results for Calendar Year 2022
5.

RESPONDENT ID# ____ ____ ____ ____
INTERVIEW DATE: ____ ____/____ ____/____ __INTERVIEW LOCATION CODE ____ ____ ____ ___TIME STARTED (USE 24-HOUR CLOCK) ____ ____:____ ____
TIME ENDED (USE 24-HOUR CLOCK)____ ____:____ ____

6.

INTERVIEW LENGTH: ____ ____ MIN.
INTERVIEWER ID# ____ ____

Including this trip, how many times have you visited Laughlin in
the past 12 months? (RECORD NUMBER BELOW AS 2 DIGITS.)
2.8

MEAN (ALL VISITORS)

3.0

MEAN (REPEAT VISITORS)

Have you visited Laughlin in the past to attend a special event
such as River Days, a rodeo, a car or motorcycle rally, or an
outdoor concert?
YES............................................... 41%

RESPONDENT GENDER (BY OBSERVATION)

NO............................................... 60%

MALE...................................................50%

NOT SURE/DK............................... 0%

FEMALE...............................................50%

REFUSED/NA................................ 0%

Hello. I’m ________________ from Heart+Mind Strategies, a national
marketing research firm. We are conducting a survey of visitors for the
Laughlin Visitors Bureau. All answers are kept strictly confidential.
1.

(ASK OF ALL RESPONDENTS.)
7.

Are you a visitor to the Laughlin/Bullhead City area, or are you aresident of the Laughlin/ Bullhead City area?

What was the primary purpose of THIS trip to Laughlin? (ASK AS
OPEN END. ACCEPT ONLY ONE RESPONSE. WRITE RESPONSE IN
BLANK BELOW.)
To attend or work at a convention/trade show................0%
Vacation/Pleasure..............................................................40%

VISITOR................................. ASK Q2

To gamble............................................................................24%

RESIDENT....................... TERMINATE

Visit friends/relatives...........................................................7%

NOT SURE/DK................ TERMINATETo attend a special event (e.g., a rodeo, car or
motorcycle rally, outdoor concert)...................................11%

REFUSED/NA................. TERMINATETo attend/participate in a casino tournament..................0%2.

We are supposed to interview people who are 21 years old orolder. Are you 21 years old or older?

Business purposes...............................................................1%
Water-based recreation.....................................................14%

YES......................................... ASK Q3

Just passing through............................................................2%

NO.................................. TERMINATE

Some other reason...............................................................2%

NOT SURE/DK................ TERMINATENOT SURE/DK........................................................................0%

REFUSED/NA................. TERMINATE
3.

REFUSED/NA.........................................................................0%

Will you be leaving Laughlin within the next 24 hours?
YES......................................... ASK Q4
NO.................................. TERMINATENOT SURE/DK................ TERMINATE
REFUSED/NA................. TERMINATE

4.

Is this your first visit to Laughlin, or have you visited before?
FIRST VISIT.................................... 9%

SKIP TO Q7

VISITED BEFORE......................... 91%

ASK Q5NOT SURE/DK............................... 0%

ASK Q5REFUSED/NA................................ 0%

ASK Q52022 LAUGHLIN VISITOR PROFILE35

APPENDIX B
8.

REFUSED....................................................... 0%

Did you travel to Laughlin by... (READ LIST. ACCEPT ONLY ONERESPONSE.)

B. Where you would gamble?

Automobile............................................................................ 87%

Before leaving home................................. 62%

Air............................................................................................. 9%

While en route to Laughlin......................... 1%

Recreational Vehicle (RV)....................................................... 2%

After arrival................................................ 26%

Bus (IF “YES” ASK, “Do you mean...”:)

Does not apply........................................... 10%

Regularly scheduled bus service like Greyhound............. 0%

DON’T KNOW............................................... 0%

Or a chartered or escorted bus service or bus tour........ 2%

REFUSED....................................................... 0%

Truck........................................................................................ 0%
Motorcycle............................................................................... 0%

C. Which shows you would see?

REFUSED/NA........................................................................... 0%

Before leaving home................................... 8%
While en route to Laughlin......................... 0%

9.

After arrival.................................................. 2%

How far in advance did you plan this trip to Laughlin? (ASK AS
OPEN END.)

Does not apply........................................... 90%
DON’T KNOW............................................... 0%Same day..................................................................................2%

REFUSED....................................................... 0%

1-3 days before........................................................................7%4-6 days before........................................................................9%

AMONG THOSE TO WHOM THE QUESTION APPLIES:

7-14 days before................................................................... 20%

A. Where you would stay? (n=1,081)

15-30 days before................................................................. 25%

Before leaving home................................. 98%

31-60 days before................................................................. 21%

While en route to Laughlin......................... 1%

61-90 days before....................................................................9%After arrival.................................................. 1%

91-120 days before.................................................................2%

DK/NA........................................................... 0%More than 120 days before....................................................4%
NOT SURE/DK...........................................................................0%

B. Where you would gamble? (n=1,077)

REFUSED/NA............................................................................0%

Before leaving home................................. 70%
While en route to Laughlin......................... 1%

10. Which of the following tools did you use in planning your trip
to Laughlin? (INTERVIEWER: READ LIST; ACCEPT MULTIPLERESPONSES)

After arrival................................................ 29%
DK/NA........................................................... 0%

Websites................................................................................ 37%
Casino/Hotel Hosts............................................................... 31%

C. Which shows you would see? (n=115)

Word of mouth..................................................................... 20%

Before leaving home................................. 82%

Email offers........................................................................... 14%

While en route to Laughlin......................... 1%

Apps..........................................................................................7%

After arrival................................................ 17%

Printed brochures or travel guides.......................................6%

DK/NA........................................................... 0%

Magazines or newspapers.....................................................2%
Travel agent..............................................................................1%

12. Is this visit to Laughlin part of a longer trip where Laughlin is justone leg of that trip, or is Laughlin your only destination?

Social media.............................................................................1%

Part of longer trip...................... 10%

Other (SPECIFY:).......................................................................2%
11. At what point in your planning did you decide... (READ LIST AND
FIRST 3 RESPONSE CODES)AMONG ALL RESPONDENTS:
A. Where you would stay?
Before leaving home................................. 89%
While en route to Laughlin......................... 1%
After arrival.................................................. 1%
Does not apply........................................... 10%
DON’T KNOW............................................... 0%2022 LAUGHLIN VISITOR PROFILE36

ASK Q13

Only destination........................ 90%

SKIP TO Q14

NOT SURE/DK............................... 0%

SKIP TO Q14

REFUSED/NA................................ 0%

SKIP TO Q14

APPENDIX B
TYPE OF LODGING (AMONG THOSE WHO STAYED OVERNIGHT)(N=1081)

13. You just said Laughlin was not your only destination on this trip.
When you left your home town or city, what was the PRIMARY
destination of your trip? (N=127)

Hotel.............................................................................95%

Las Vegas.....................................................................61%

Friends/Relatives..........................................................3%

Arizona ........................................................................11%

RV Park...........................................................................2%

California.....................................................................10%

Other..............................................................................0%

Other Nevada................................................................8%
Texas..............................................................................2%

IF RESPONSE TO Q17 IS A HOTEL OR MOTEL (CODES 1000-2999),
ASK Q18 THROUGH Q22.

Utah................................................................................1%
New Mexico...................................................................1%

IF RESPONSE TO Q17 IS AN RV PARK (CODES 3000-3999), ASK Q18
THROUGH Q19, THEN SKIP TO Q22.

No Primary Destination...............................................3%
NO ANSWER..................................................................4%

IF RESPONSE TO Q17 IS CODE #4000 OR HIGHER, SKIP TO Q22.

14. Will you (or did you) visit Las Vegas either before or after this visit
to Laughlin? (Excludes residents of Las Vegas) (n=951)
Yes............................................... 11%

ASK Q15

18. Which of the following [SHOW CARD] best describes how you,or someone in your party, booked your accommodations in
Laughlin? (ACCEPT ONLY ONE RESPONSE.) (N=1052)

No................................................ 87%
NOT SURE/DK............................... 0%

SKIP TO Q17

Booked by phone, calling the hotel, motel,
or RV park directly.................................................................50%

REFUSED/NA................................ 1%

Booked through a website or app on the Internet
using a desktop or laptop computer..................................28%

15. Did you travel to Las Vegas by... (READ LIST. ACCEPT ONLY ONERESPONSE.) (n=108)

Booked at a website or app on the Internet usinga smartphone or tablet.........................................................16%

Automobile, truck, RV, bus.........................................51%

Not sure because someone else in your party
booked the hotel and you don’t know how they did it....... 2%

Air..................................................................................49%

Booked through a travel agent (either in personor by phone)............................................................................. 1%

16. On this trip, will you (or did you) visit... (N=108)
Downtown Las Vegas (that is, the area on ornear Fremont Street)?.................................................57%

Booked in person at the hotel, motel, or RV park............... 1%
The trip was a gift, prize, or incentive, so theaccommodations were booked for you............................... 1%

The Strip in Las Vegas (that is, the area on ornear Las Vegas Boulevard)?.......................................85%

Booked by phone but not by calling the hotel
directly and not through a travel agent................................ 0%

17. On this trip to Laughlin, where did you lodge?

OTHER....................................................................................... 0%(ASK AS OPEN END. ACCEPT ONLY ONE RESPONSE. CIRCLE
CODE NUMBER. INTERVIEWER: A “LODGING” IS ANY PLACE
THE RESPONDENT SLEPT OVERNIGHT. SOME PEOPLE COME TO
LAUGHLIN AT NIGHT JUST TO GAMBLE THROUGH THE NIGHT
AND LEAVE THE NEXT DAY. THESE PEOPLE DID NOT “LODGE”
ANYWHERE (CODE #5000).)

REFUSED/NA............................................................................ 0%
19. How far in advance did you make your reservations for your(hotel room/motel room/RV park space) for this trip to Laughlin?
(ASK AS OPEN END.) (N=1053)
Same day.................................................................................. 1%

TYPE OF LODGING

1-3 days before........................................................................ 6%

Hotel..............................................................................86%

4-6 days before........................................................................ 8%RV Park............................................................................2%

7-14 days before....................................................................23%

Friends/Relatives...........................................................2%

15-30 days before..................................................................29%

Day Trip/Other.............................................................10%31-60 days before..................................................................20%
61-90 days before.................................................................... 7%

LOCATION OF LODGING

91-120 days before................................................................. 2%

Laughlin........................................................................86%

More than 120 days before.................................................... 4%

Bullhead City..................................................................0%NOT SURE/DK........................................................................... 0%

Location could not be determined............................14%

REFUSED/NA............................................................................ 0%

Friends/Relatives........................................................2%
Day Trip......................................................................10%2022 LAUGHLIN VISITOR PROFILEPEOPLE STAYING IN AN RV PARK (CODE 3000-3999 IN Q17)
SHOULD SKIP TO Q23 AFTER BEING ASKED Q19.

37

APPENDIX B
20. Including yourself, how many people stayed in your room?
(N=1030)

24. Are there any people under the age of 21 in your IMMEDIATE
party?

One................................................................................. 6%

Yes................................................................................ 12%

Two............................................................................... 77%

No................................................................................. 88%

Three.............................................................................. 7%

NOT SURE/DK................................................................ 0%Four or more............................................................... 10%

REFUSED/NA................................................................. 0%

REFUSED/NA................................................................. 0%
2.2

25. By the time you leave, how many nights will you have stayed in
Laughlin? (WRITE TWO-DIGIT NUMBER IN BLANKS BELOW.)

MEAN

Day Trip....................................................................... 10%

21. Which of the following rate categories best describes your roomrate? (SHOW CARD. ACCEPT ONLY ONE RESPONSE.).(N=1030)
Casino complimentary..............................38%

1.................................................................................... 14%

SKIP TO Q23

2.................................................................................... 31%

Regular full-price room rate.....................30%

3.................................................................................... 29%

Casino rate.................................................22%

4.................................................................................... 12%
5 or more....................................................................... 5%

Hotel/Transportation package deal..........6%
Hotel/Amenities package deal...................1%

SKIP TO Q23

Tour/Travel group.......................................1%
Convention group/Company meeting......1%ASK Q22

Another rate.................................................1%ASK Q22

2.4

MEAN

2.0

MEDIAN

26. By the time you leave, how many days will you have been in
Laughlin? (WRITE TWO-DIGIT NUMBER IN BLANKS BELOW.
MUST BE AT LEAST “01.”)

NOT SURE/DK...............................................0%
REFUSED/NA................................................0%

1.................................................................................... 10%
2.................................................................................... 14%(ASK ONLY OF NON-PACKAGE VISITORS)

3.................................................................................... 31%

22. By the time you leave Laughlin, how much will you have spenton average per night, on your hotel or motel room? (ROUND TO
NEAREST DOLLAR. WRITE AMOUNT IN BLANKS BELOW.) (n=561)

4.................................................................................... 29%
5.................................................................................... 12%$1 - $50.......................................................20%

6 or more....................................................................... 5%$51 - $75.....................................................20%

3.4

MEAN

$76 - $100...................................................28%

3.0

MEDIAN$101 or more.............................................10%
27. On what day of the week did you arrive in Laughlin?

NOT SURE/NO ANSWER............................22%$75.54MEAN

Sunday......................................................................... 15%$75.00MEDIAN

Monday........................................................................ 15%
Tuesday....................................................................... 16%(ASK OF ALL RESPONDENTS.)

Wednesday.................................................................. 10%

23. Including yourself, how many adults 21 years old or older are
in your IMMEDIATE party (such as a spouse or friends who
are traveling with you)? (IF RESPONDENT SAYS MORE THAN
8, EXPLAIN: “If you are part of a tour group, do not include allmembers of your tour group -- only those adult friends andrelatives who are traveling with you.”)

Thursday...................................................................... 13%
Friday........................................................................... 20%
Saturday...................................................................... 12%
REFUSED/NA................................................................. 0%

1...................................................................................... 5%28. Have you gambled during this visit to Laughlin?

2.................................................................................... 78%
3...................................................................................... 7%
4...................................................................................... 6%

2.0

MEDIAN

2022 LAUGHLIN VISITOR PROFILESKIP TO Q34

REFUSED/NA....................................... 0%

10 or more..................................................................... 0%
MEAN

ASK Q29

No....................................................... 10%
NOT SURE/DK...................................... 0%

5 to 9.............................................................................. 3%
2.3

Yes...................................................... 90%

38

APPENDIX B(ASK OF ALL RESPONDENTS.)

29. On average, how many hours PER DAY did you spend gambling?
(WRITE TWO-DIGIT NUMBER IN BLANKS BELOW. IF GREATER
THAN 12, CLARIFY BY ASKING: “Do you mean that you spent on
average [FILL IN NUMBER OF HOURS] hours gambling every day
you were here?”) (N=1077)

34. In which of the following locations have you gambled at a casino
facility during the past 12 months? Please do not include “cardrooms,” even though they are similar to casinos. Have you
gambled... (READ LIST)

1 to 2 hours................................................................. 36%

In Las Vegas, Nevada............................................................... 48%

3 to 4 hours................................................................. 43%

At a casino on an Indian reservation in California............... 26%

5 to 6 hours................................................................. 14%

At a casino on an Indian reservation in Arizona................... 11%

7 to 8 hours................................................................... 5%
9 to 10 hours................................................................. 1%

At a casino on an Indian reservation outside
Arizona or California.................................................................. 3%

More than 10 hours..................................................... 1%

Somewhere else in Nevada (outside the Laughlin area)....... 2%

3.4

MEAN

Other ........................................................................................... 2%

3.0

MEDIAN

None of these........................................................................... 31%
35. Have you visited Las Vegas, Nevada, in the past 5 years?

30. How many different casinos have you gambled at during yourstay in Laughlin? (WRITE TWO-DIGIT NUMBER IN BLANKSBELOW.) (N=1077)

Yes................................................................................ 56%
No................................................................................. 23%

1.................................................................................... 38%

Resident of Las Vegas................................................ 21%

2.................................................................................... 35%

REFUSED/NA................................................................. 1%

3.................................................................................... 16%
4...................................................................................... 7%

36. Will you (or did you) visit other areas of Nevada or thesurrounding area (for example, the Grand Canyon and Death
Valley), either before or after this visit to Laughlin?

5 or more....................................................................... 4%
2.0

MEAN

2.0

MEDIAN

Yes................................................. 7%

ASK Q37

No................................................ 93%
NOT SURE/DK............................... 0%

31. Not including travel, food, or lodging, how much money did
you budget for gambling on this trip? Include only your own,
personal, gambling budget and not the gambling budgets ofothers who may have been with you. (ROUND TO NEARESTDOLLAR. WRITE AMOUNT IN BLANKS BELOW.) (N=1077)

SKIP TO Q38

REFUSED/NA................................ 0%$1 - $99.......................................................................... 6%

37. On this trip, will you (or did you) visit... (READ LIST. ACCEPTMULTIPLE RESPONSES.) (N=89)$100 - $199.................................................................... 8%

Hoover Dam................................................................ 46%$200 - $299.................................................................. 13%

Grand Canyon............................................................. 40%$300 - $399.................................................................. 10%

Oatman, Arizona......................................................... 36%$400 - $499.................................................................... 9%

Lake Mojave/Davis Dam............................................ 24%$500 - $599.................................................................. 17%

Lake Havasu/Colorado River..................................... 22%$600 or more.............................................................. 35%

Lake Mead................................................................... 14%

NOT SURE/NO ANSWER............................................... 1%

Zion National Park........................................................ 9%$719.92

MEAN

Bryce Canyon................................................................ 6%$500.00

MEDIAN

Other.............................................................................. 8%

32. Are you a member of a slot or loyalty club at any of the Laughlin
resorts? (N=1084)
Yes................................................................................ 90%
No................................................................................. 10%
33. Did you (or will you) participate in a gaming tournament (forexample a video poker, slot machine, blackjack, or poker
tournament)?
YES................................................. 2%
NO............................................... 98%

2022 LAUGHLIN VISITOR PROFILE39

APPENDIX B
41. You just said you were very satisfied with your overall
experience in Laughlin. What is the MAIN reason that you werevery satisfied? (ACCEPT ONLY ONE RESPONSE.) (N=986)

38. By the time you leave Laughlin, how much will you have spent
ON AVERAGE PER DAY for...
. ood and drink. Please include only your own, personalF
expenses and not those of your entire party. (AVERAGE TRIP
EXPENDITURES PER DAY.)$247.54

MEAN (INCLUDING $0)$248.92

MEAN (EXCLUDING $0)

Friendly people/staff..................................................17%
Beautiful/Being by the river......................................12%
Great place for a getaway...........................................9%Good hotel/lodgings....................................................9%Everything went well....................................................7%.Local transportation (for example, car rental, taxi, limo, gas).
Please include all your daily transportation expenses. (AVERAGE
TRIP EXPENDITURES PER DAY.)

Enjoy gambling.............................................................6%
Saw family/friends........................................................5%$31.73MEAN (INCLUDING $0)

Won money gambling..................................................5%$92.56MEAN (EXCLUDING $0)

Good weather...............................................................5%
Love Laughlin (GENERAL)............................................4%

39. By the time you leave Laughlin, how much will you have spenton each of the following items IN TOTAL FOR YOUR ENTIRE TRIP?
Please include only your own, personal expenses and not thoseof your entire party.

Prefer to Las Vegas.......................................................3%(READ EACH ITEM. ROUND TO THE NEAREST DOLLAR. WRITEAMOUNT IN BLANKS BELOW.)

Other (2% or less).......................................................12%

Good entertainment....................................................3%
Many things to see and do..........................................3%
NO ANSWER..................................................................0%.Shopping (gifts, clothing, personal items)		
$ 52.81

MEAN (INCLUDING $0)$122.61

MEAN (EXCLUDING $0)

42. You just said you were somewhat satisfied with your overall
experience in Laughlin. What is the MAIN reason that keeps
you from saying you were very satisfied? (ACCEPT ONLY ONERESPONSE.) (N=181).Shows/entertainment (not including gambling)		
$ 20.71

MEAN (INCLUDING $0)$105.83

MEAN (EXCLUDING $0)

Didn’t win enough gambling.....................................21%
Hotel complaints........................................................18%
Weather complaints ..................................................11%
Nothing to do/it’s boring.............................................7%

Sightseeing$

4.15

MEAN (INCLUDING $0)$106.06

MEAN (EXCLUDING $0)

Too hot...........................................................................7%
Satisfied, but not very satisfied...................................6%
Food complaints...........................................................6%
Employee complaints...................................................4%

Other$ 38.67

MEAN (INCLUDING $0)$417.38

MEAN (EXCLUDING $0)

Old & rundown/Needs update...................................4%
Too expensive...............................................................3%
Too crowded.................................................................3%
Other (2% or less).........................................................9%Just a few more questions on your impressions of Laughlin in
general...

NO ANSWER..................................................................1%

40. Overall, how satisfied were you with your visit to Laughlin? Were
you... (READ LIST.)
Very satisfied.............................. 82%

ASK Q41

Somewhat satisfied................... 15%

SKIP TO Q42

Somewhat dissatisfied................ 3%

SKIP TO Q43

Very dissatisfied........................... 0%

SKIP TO Q43

NOT SURE/DK............................... 0%

SKIP TO Q44

REFUSED/NA................................ 0%

SKIP TO Q44

43. You just said you were dissatisfied with your overall experiencein Laughlin. What is the MAIN reason that you were dissatisfied?
(ACCEPT ONLY ONE RESPONSE.) (N=33)
Hotel complaints........................................................33%
Didn’t win enough gambling.....................................12%
Old & rundown/Needs update.................................10%
Entertainment complaints...........................................9%Too expensive...............................................................6%
Too hot...........................................................................3%
Food complaints...........................................................3%
Too hard to get around...............................................3%
Problem with trip..........................................................3%
Other............................................................................18%

2022 LAUGHLIN VISITOR PROFILE40

APPENDIX B
48. Are you currently... (READ LIST. ACCEPT ONLY ONE RESPONSE.)

44. Which phrase best describes your Laughlin experience on thistrip compared to your expectations before arriving? Would you
say Laughlin... (READ LIST.)

Employed.....................................................................63%
Unemployed..................................................................1%

Significantly exceeded my expectations................ 15%

Student..........................................................................0%

Slightly exceeded my expectations..........................20%

Retired.........................................................................35%

Met my expectations..................................................61%

Homemaker..................................................................1%

Fell slightly short of my expectations........................4%

REFUSED/NA.................................................................0%

Fell significantly short of my expectations................0%NOT SURE/DK................................................................0%

49. What was the last grade or year of school that you completed?
(DO NOT READ LIST.)

REFUSED/NA.................................................................0%

Grade school or some high school.............................1%

45. How likely will you be to return to Laughlin in the next year?
Would you say you… (READ FIRST 5 RESPONSES)High school diploma (finished grade 12).................21%
Some college (includes junior/community
college — no bachelor’s degree)..............................28%

Definitely will...............................................................75%
Probably will................................................................12%

Graduated college......................................................40%

Might/might not..........................................................10%

Graduate school (Master;s or Ph.D.)..........................6%

Probably will not...........................................................3%

Technical, vocational or trade school........................3%

Definitely will not..........................................................0%

REFUSED/NA.................................................................0%NOT SURE/NO ANSWER...............................................0%

50. What is your current marital status? Are you... (READ LIST)

46. How likely will you be to recommend Laughlin to friends,
relatives, and co-workers as a destination for a vacation orpleasure trip? Would you say you… (READ FIRST 5 RESPONSES)

Married........................................................................79%
Single............................................................................15%

Definitely will recommend........................................83%

Separated or divorced.................................................3%

Probably will recommend...........................................9%

Widowed........................................................................3%

Might/might not recommend.....................................6%

REFUSED/NA.................................................................0%

Probably will not recommend....................................1%
51. What country do you live in?

Definitely will not recommend...................................0%NOT SURE/NO ANSWER...............................................0%
Now I’d like to ask you a few final questions for statistical purposes.
47. What social media platforms do you use regularly, that is,
at least once a week? (INTERVIEWER: READ LIST; ACCEPTMULTIPLE RESPONSES)ASK Q52

International........................................3%

SKIP TO Q53

REFUSED/NA........................................0%

SKIP TO Q53

52. What is your ZIP code? (REGION DERIVED FROM ZIP CODES)
East.................................................................................1%

Facebook.....................................................................75%

South..............................................................................3%

Instagram....................................................................35%

Midwest.........................................................................7%

YouTube.......................................................................32%

West.............................................................................85%

Snapchat......................................................................21%

California.....................................................................31%

Pinterest......................................................................16%

Arizona.........................................................................23%

TikTok...........................................................................15%

Greater Las Vegas.......................................................21%

Twitter..........................................................................12%

Other West..................................................................10%

LinkedIn.........................................................................5%International visitors....................................................3%

Twitch.............................................................................2%

No zip code given.........................................................0%

Tumblr...........................................................................2%
Reddit.............................................................................1%
Other .............................................................................0%
NONE OF THESE.........................................................20%

2022 LAUGHLIN VISITOR PROFILE

USA......................................................97%

41

APPENDIX B(ETHNICITY BY OBSERVATION. IF UNSURE, ASK:)
53. Most people think of themselves as belonging to a particularethnic or racial group. What ethnic or racial group are you amember of? (ASK ONLY IF NECESSARY: Are you white, Black,
Asian, Hispanic or Latino -- or of some other ethnic or racial
background?)White.............................................................................65%
Hispanic/Latino............................................................22%
Black or African American............................................8%
Asian or Asian American...............................................4%
Native American............................................................2%
Mixed race......................................................................1%
Other...............................................................................0%NOT SURE/DON’T KNOW..............................................0%
REFUSED/NO ANSWER..................................................0%
54. What is your age, please? (RECORD IT EXACTLY AND CIRCLE
APPROPRIATE CATEGORY BELOW.)
52.7

MEAN

52.0

MEDIAN

Which of the following categories does your age fall into?
(READ LIST.)
21 to 29...........................................................................7%30 to 39.........................................................................18%
40 to 49.........................................................................20%
50 to 59.........................................................................17%
60 to 64...........................................................................6%
65 and older.................................................................32%
REFUSED/NA..................................................................0%
55. Please tell me which one of these categories includes your total
household income before taxes last year. (SHOW INCOME
CARD.) Include your own income and that of any member ofyour household who is living with you.
Less than $20,000..........................................................1%$20,000 to $29,999........................................................2%$30,000 to $39,999........................................................3%$40,000 to $49,999........................................................5%$50,000 to $59,999........................................................8%$60,000 to $69,999......................................................12%$70,000 to $79,999......................................................11%$80,000 to $89,999......................................................12%$90,000 to $99,999........................................................6%$100,000 to $149,999..................................................22%$150,000 or more..........................................................7%
NOT SURE/DK.................................................................0%
REFUSED/NA................................................................11%2022 LAUGHLIN VISITOR PROFILE42

Las Vegas Convention and Visitors Authority
3150 Paradise Road
Las Vegas, NV 89109-9096
VisitLasVegas.com
VisitLaughlin.com

For further information, please contact the LVCVA Research Center at 702-892-2805 or at research@lvcva.com
2022 LAUGHLIN VISITOR PROFILE43