Assessing the Audience’s Attitudes for a Brighter Future

Client: Brightline West

Project Title: 2021 Study of Southern California Visitors to Las Vegas

Background

Brightline West is a proposed privately run high-speed rail route initially linking Las Vegas Valley and Victor Valley in the California high desert. The line is planned to later be extended to Rancho Cucamonga station of Metrolink's San Bernardino Line, a commuter rail line in Southern California. 

The Problem

Working to create a more effective means of travel between Southern California and Las Vegas, Brightline West sought to better understand Las Vegas travel habits among residents of various regions within Southern California. With no extensive dataset existing with this information – including average number of trips per year, number of individuals in party, and even baggage size when traveling by air and car – Brightline West reached out to our team to conduct primary quantitative research of their audience.

Methodology

To understand travel habits to Las Vegas among Southern California residents, a quantitative market research survey as developed and programmed online. Utilizing a vendor panel partner, more than 1,500 surveys were solicited and completed, targeting Southern California residents who had traveled to Las Vegas at least once in the past three years. The findings were then analyzed in-depth, broken out by individual audience segments by region. Finally, a mathematical travel demand model was developed for each county and major metropolitan area in Southern California, to best illustrate expected usage of a high-speed rail system to Las Vegas.

The Result

Utilizing the data from the survey, travel demand from individual Southern California regions was determined, a crucial piece of information for Brightline West in their future planning stages. Individual audience segments were compared and identified as well, and a comprehensive report of the findings was delivered to Brightline West’s strategic planning teams, who could finally understand the real attitudes, pain-points, and travel habits of visitors to Las Vegas from Southern California.