As the official agency charged with marketing Lake Havasu City and advising City Council on matters related to visitors and the industries which serve them, we have developed numerous research studies and plans to strengthen our programs and improve the community for the highest return on investment. The Lake Havasu City Convention & Visitors Bureau is pleased to share these insights here in the interests of continuing to advance our community as a world-class place in which to visit, live, work and operate a business.

Brand Research

Lake Havasu City Brand Development Survey II (March 6, 2013)
This 73-page report provides an in-depth analysis of responses from 1,862 visitors and residents about two proposed taglines and four logos that were developed to represent the city and portray its brand most effectively. Additionally, it includes an analysis of favorite sporting activities, as well as suggestions for future community improvements. (See verbatim survey comments in the report immediately below.)

Lake Havasu City Brand Development Survey II – Verbatim Remarks (March 6, 2013)
This 66-page report logs all the comments and opinions expressed by respondents to the second Brand Development Survey. Topics include desired improvements, and remarks and suggestions about the proposed taglines and logos developed to represent the city.

Rationale for Lake Havasu City Brand Position (September 20, 2012)
This 105-page report reviews the broad swath of research that contributed to the ultimate brand position developed for Lake Havasu City by North Star Brand Strategies, Nashville, TN. It also includes extensive marketing insights about the area, including psychographic profiles of visitors and residents based on Tapestry profiles explained in the Segment Reference Guide (immediately below).

Tapestry Segment Reference Guide (2012)
This 94-page guide provides an in-depth understanding of the Community Tapestry profiles developed by ESRI in Redlands, CA to group the U.S. population into 65 different market segments with similar psychographic and demographic characteristics.

Attractions/Activities Audit (May 25, 2012)
This 5-page audit listed all significant activities and attractions that might be of interest to residents and visitors within a 90-minute radius of Lake Havasu City.

Destination Vision Plan (July 20, 2011)
This 14-page plan took the Summary of Proposed Tourism Infrastructure Projects (immediately below) one step further by looking at critical needs that had not been addressed, and prioritizing all suggestions for the greatest potential return to the City.

Summary of Proposed Tourism Infrastructure Projects (April 15, 2011)
This 8-page list identifies tourism components of 13 major infrastructure studies from November 2005 to December 2010, highlighting projects supported by visitor research.  Projects in the City’s 2010/11 capital budget without research support are also identified.

Lake Havasu City R/UDAT (February 15-20, 2007)  spearheaded by the Main Street Association
This 70-page report created by a Regional/Urban Design Assistance Team from the American Association of Architects proposed many tourism-related improvements to transform the Uptown business district and City into a more competitive destination.

Resident Brand Development Survey (June 4, 2012)
This 76-page survey examined resident perceptions of the community and provided a broad demographic snapshot of the people who live here.

Lake Havasu City Overnight Visitor Origin Map – United States (May 17, 2012) 

This 1-page map shows the relative concentration of Lake Havasu City visitors across the United States.

Future Visitor Demographic Projections (December 21, 2011)
This 22-page analysis drills down into survey responses from the 2010 Visitor Study to learn the demographics of past, present and future visitors (through 2013).

Lake Havasu City Travel Impacts (June 2011)
This 8-page study documents the economic significance of the local travel industry from 2005 through 2010 in terms of jobs created, tax revenue, spending and earnings.

2010 Lake Havasu City International Visitors Study (February 4, 2011)
This 243-page benchmark study provides extensive detail and analysis of local visitors in terms of demographics, perceptions of the destination, desired capital improvements, popularity of activities and attractions, competitive destinations and much more.

Profile of Motorhome & RV Users (February 1, 2011)
This 9-page profile drills down into survey responses from the 2010 Visitor Study to provide a demographic profile of visitors who primarily travel in a motorhome or RV.

Top Zip Codes of Recent Overnight Visitors (December, 2010)
This two-page list drills down into survey responses from the 2010 Visitor Study to rank the city’s top 50 visitor markets by zip code and city.

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