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TravelScope_Directions_IA_2004_2003__1

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					                                TRAVELSCOPE®/DIRECTIONS®
                                Annual Report -- Based on Total Trips
                                                Iowa 2004
Person-trips Taken (Total) (000's)                 30.5     State of Origin (Based to Total)
                                                               Iowa                               59%
                                                               Illinois                            8%
Person-trips Taken (Overnight) (000's)             13.4        Nebraska                            7%
                                                               Minnesota                           5%
                                                               Missouri                            5%
Primary Purpose of Trip                                        South Dakota                        4%
    Visiting Friends & Family                      28%         Wisconsin                           2%
    Other Personal                                 18%         Kansas                              1%
    Other Business                                 10%
                                                            Household Income
Primary Mode of Transportation                                (HH Trips)
    Auto/Truck                                     99%        Less than $30K                      24%
    Large Truck                                     3%        $30K to less than $50K              25%
    Airplane                                        3%        $50K to less than $75K              21%
                                                              $75K & Over                         30%
General Stats
   Average Expenditure Per HH Trip                $381         Average HH Income               $59,849
   Average Number of Children                      2.0
   Travel Party Size                               2.1      Activities in Iowa
   Avg Duration of Trip (# of nights in Iowa)      2.3         Shopping                           30%
                                                               Dining                             27%
Lodging Used in State                                          Entertainment                      22%
   Hotel/Motel                                     47%         Touring/Sightseeing                16%
   Private Home                                    34%         Gamble                             11%
   Other                                           12%         Festival, Craft Fair                7%
   B&B                                              1%         Night Life                          7%
   Day Trips                                       53%         Park: National, State               6%
                                                               Museum, Art Exhibit                 6%
                                                               Watch Sports Events                 6%
Month of Travel                                                Concert, Play, Dance                3%
   January                                          4%         Camping                             3%
   February                                         9%         Group Tour                          3%
   March                                            8%         Theme/Amusement Park                3%
   April                                           11%         Nature/Culture                      3%
   May                                              7%         Hunt, Fish                          2%
   June                                             8%         Other Adventure Sports              2%
   July                                             9%         Visit Historic Site                 2%
   August                                          11%         Show: Boat, Car, Home               1%
   September                                        9%         Hike, Bike, etc.                    1%
   October                                          8%         Beach/Waterfront                    1%
   November                                        10%         Play Golf                           1%
   December                                         7%         Look at real estate                 1%
                                                               Boat/Sail                           1%
                                                               Snow Ski, Snow Board                1%
Source: TIA TRAVELSCOPE®/DIRECTIONS® by DKS&A                  Attend an Olympic event             0%

                                                               Average # of Activities             1.7
                             TRAVELSCOPE®/DIRECTIONS®
                                Annual Report -- Based on Total Trips
                                                 Iowa 2003
Person-trips Taken (Total) (000's)                 29.9      State of Origin (Based to Total)
                                                                Iowa                               57%
                                                                Illinois                            9%
Person-trips Taken (Overnight) (000's)             12.8         Minnesota                           8%
                                                                Nebraska                            6%
                                                                Missouri                            4%
Primary Purpose of Trip                                         Kansas                              3%
    Visiting Friends & Family                      30%          South Dakota                        2%
    Other Personal                                 18%          Wisconsin                           2%
    Other Business                                 11%
                                                             Household Income
Primary Mode of Transportation                                 (HH Trips)
    Auto/Truck                                     91%         Less than $30K                      25%
    Large Truck                                     3%         $30K to less than $50K              26%
    Airplane                                        2%         $50K to less than $75K              22%
    Camper/RV                                       2%         $75K & Over                         27%
General Stats
    Average Expenditure Per HH Trip                $308         Average HH Income               $56,525
    Average Number of Children                      1.8
    Travel Party Size                         Activities in Iowa
                                                    1.8
    Avg Duration of Trip (# of nights in Iowa)   Shopping
                                                    2.4                                            23%
                                                 Dining                                            21%
Lodging Used in State                            Touring/Sightseeing                               19%
   Hotel/Motel                        48%        Entertainment                                     18%
   Private Home                       34%        Night Life                                         9%
   Other                              15%        Gamble                                             8%
   B&B                                 1%        Festival, Craft Fair                               6%
   Day Trips                          56%        Hunt, Fish                                         5%
                                                 Nature/Culture                                     5%
                                                 Theme/Amusement Park                               4%
Month of Travel                                  Park: National, State                              4%
   January                             7%        Play Golf                                          3%
   February                            7%        Museum, Art Exhibit                                3%
   March                               8%        Watch Sports Events                                3%
   April                              10%        Concert, Play, Dance                               3%
   May                                 9%        Camping                                            2%
   June                                7%        Visit Historic Site                                2%
   July                                7%        Hike, Bike, etc.                                   2%
   August                             13%        Other Adventure Sports                             2%
   September                          10%        Group Tour                                         2%
   October                             4%        Show: Boat, Car, Home                              2%
   November                           10%        Beach/Waterfront                                   2%
   December                            7%        Boat/Sail                                          1%
                                                 Look at real estate                                1%
                                                 Snow Ski, Snow Board                               0%
Source: TIA TRAVELSCOPE®/DIRECTIONS® by DKS&A    Attend an Olympic event                            0%

                                                                Average # of Activities             1.5

				
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