TICOM
P.O. Box 403
Stanwood, MI  49346

 

Post Labor Day School Initiative:
A White Paper
(Revised March 8, 2001)

Background:
Since the early 1980’s, tourism entities throughout the state of Michigan have had the desire to postpone the K-12 school start date until post Labor Day. Tourism industry experts forecast travel to increase substantially that weekend and project an economic impact in excess of $50 million per year is spent on Labor Day weekend.

Legislation Enacted
According to Michigan Public Act 141 of 1999, it was approved to close Michigan public schools on the Friday before Labor Day, giving many Michigan families a four day holiday weekend. The legislation is effective for three years, which began with academic year 2000-2001. (see Attachment A)

Market Research – TICOM
The Tourism Industry Coalition of Michigan (TICOM), a coalition comprised of more than 40 tourism-related associations and corporations, conducted a market research study in the fall of 2000, to determine how many families took advantage of the extended weekend and to determine the economic impact on the tourism industry. To view results of the poll, see Attachment B.

Additional Market Research
The West Michigan Tourist Association, a regional tourism organization that represents 41 counties and has 1,064 members, conducted a market research survey among their membership in October, 2000. The results are presented in Attachment C.

In 1995, the Michigan Restaurant Association hired Epic Marketing Research Associates from Lansing to conduct a consumer opinion poll regarding the proposed post Labor Day School start date and the legislation that was then pending (House Bill 5080 and Senate Bill 300.) For results see Attachment D.

Attachment A:
MRG MICHIGAN POLL, SEPTEMBER 2000
QUESTIONNAIRE & AGGREGATE TOTALS
POLITICAL GEOGRAPHICAL AREA

City of Detroit...8%
Balance of Wayne County...11%
Oakland County...13%
Macomb County...8%
Balance of Detroit S.M.S.A. ...9%
Mid-Michigan...11%
West Michigan...18%
Tri-City/Thumb Area...11%
North Lower Michigan...8%
Upper Peninsula...3%

Hello, my name is ______________ and I’m calling from Marketing Resource Group, a national public opinion research firm. Tonight/Today we’re conducting a study about issues in Michigan and would like to have your opinions. We are not selling anything and your opinions will be kept entirely confidential.A. Are you registered to vote in ___________ at this address?

Yes - CONTINUE
No - ASK IF THERE IS A REGISTERED VOTER AT HOME
IF NO, TERMINATE
 
B. Are you or is any member of your household an elected public official, active in any political campaign this year or an employee of any news organization?

Yes - TERMINATE
No - CONTINUE
 
1. Do you feel things in this country are generally going in the right direction, or do you feel things have gotten pretty seriously off on the wrong track?
Right Direction ...58%
Wrong Track ...31%
Don't Know (Volunteered) ...10%
Refused (Volunteered) ...1%
2. Do you feel things in the State of Michigan are generally going in the right direction, or do you feel things have gotten pretty seriously off on the wrong track?
Right Direction 62%
Wrong Track 29%
Don't Know (Volunteered) 8%
Refused (Volunteered) 1%

3. In your opinion, what do you think is the most important problem facing the State of Michigan at the present time, that is, the one you yourself are most concerned about? (PROBE FOR TWO RESPONSES)
___________________________________________________ 109-111

4. Compared to a year ago, do you think the Michigan economy has gotten better, gotten worse or stayed about the same?
Better 28%
Worse 10%
About the Same 59%
Don't Know (Volunteered) 2%
Refused (Volunteered) 0% 112

 5. Thinking about a year from now, do you think the Michigan economy will be better, will be worse or will stay about the same?
Better 21%
Worse 17%
About the Same 45%
Don't Know (Volunteered) 17%
Refused (Volunteered) 0% 113

Now, thinking back to Labor Day weekend for a moment…
25. Did you and your family travel anywhere over this past Labor Day weekend?

IF YES ASK: Did you travel out of the state over the Labor Day weekend, or did you stay in Michigan?

Yes, stayed in Michigan 20% ASK 25.A.
Yes, traveled outside of Michigan 8% ASK 25.A.
No, didn’t travel 67% SKIP TO 26.
Don’t know 4% SKIP TO 26.
Refused 2% SKIP TO 26. 133
TOTAL TRAVELED 28%
IF YES ON 25, ASK:
25.A. Did you travel last year over Labor Day weekend?
Yes 59%
No, didn’t travel 31%
Don’t know/Can’t Remember 10%
Refused * 134
 
26. As you may know, this past Labor Day weekend was the first under a new state law requiring a four-day break, from Friday through Monday, for all Michigan schoolchildren.
Did this new state law make it easier, or more difficult, for your family to make travel plans for the Labor Day weekend?

(IF EASIER OR MORE DIFFICULT, ASK: Was it much (easier/more difficult) or just somewhat (easier/more difficult) to make travel plans this year?)
Much easier 28%
Somewhat easier 8%
Neither easier/more difficult, Same (Volunteered) 44%
Somewhat more difficult 3%
Much more difficult 2%
Don’t know 11%
Refused 3% 135
TOTAL EASIER 36%
TOTAL MORE DIFFICULT 5%
27. Generally speaking, do you favor or oppose the new state law requiring a four-day break over the Labor Day weekend for all Michigan schoolchildren? (IF FAVOR OR OPPOSE, ASK: Would you say you strongly (favor/oppose) or just somewhat (favor/oppose) it?)
Strongly favor 49%
Somewhat favor 18%
Neither favor/oppose 9%
Somewhat oppose 7%
Strongly oppose 11%
Don't know 5%
Refused 1% 136
TOTAL FAVOR 67%
TOTAL OPPOSE 18%

Attachment B
Labor Day Business Survey October 2000
West Michigan Tourist Association
% of members surveyed: 50%
% of surveys returned: 18%
Type of business/organization
Lodging - 35%
Attraction - 15%
CVB/Chamber/Assoc. - 12%
Resort - 10%
Golf Course - 08%
Cottage/Cabin - 05%
Dining - 05%
Retail - 05%
Campground - 05%West Michigan business location
Southwest 22%
Central West 29%
Northwest 49%

1. Did your business/organization/community experience higher visitor traffic over the four-day Labor Day holiday than in previous years?

62% Yes
36% No 2%
Don’t Know

2. If you answered “yes” to #1 above, can you document the increase at:

58% of respondees who said “yes” answered:
34% Less than 10%
40% Between 10% and
20% 26% Greater than 20%
(Average increase = 13%)

3. Did your business/organization/community experience greater sales activity over the four-day Labor Day holiday than previous years?
62% Yes
30% No
08% Don’t Know
- 1 -

4. If you answered “yes” to #3 above, can you document the increase at:
60% of respondees who said “yes” answered:
35% Less than 10%
43% Between 10% and 20%
22% Greater than 20%
(Average increase = 12.6%)

5. What was your ratio of in-state visitors or customers to out-of-state visitors or customers?

69% of respondees answered:
70% Michigan residents:
30 % Out-of-State residents

6. Is the ratio you recorded in response to question #5 ___ higher or ___ lower than previous Labor Day holidays. By what percentage?

37% of respondees answered.
64% Higher by 16% (average)
03% Lower by 15%
25% Same
(10% higher - average of all responding)

7. What percentage of increase or decrease did you experience this past Labor Day in visitors/customers who stayed four nights (Thursday through Sunday) instead of three nights (Friday through Sunday)?

39% responded.
72 % Increase of 15% (average)
03% Decrease of 15%
26% Same as last year
(Average increase = 10.6%)

8. Did you promote the four-day holiday in your pre-Labor Day advertising this year?

16% Yes
84% No

9. Will you promote the four-day holiday in your advertising next year?

55% Yes
41% No
04% Don’t Know

10. Do you favor continuing the Friday-before-Labor Day-Holiday after 2002?

85% Yes
11% No
02% Don’t Care
01% Unsure
- 2 of 2-

Attachment C:
Educational Political Industrial Consumer Market Research Analysis
EPIC-MRA Survey Synopsis
November, 1995
conducted for: Michigan Restaurant Association

The EPIC-MRA survey found strong support for the legislation throughout all regions of the state –
69% in Detroit,
72% in outer Wayne County,
75% in Macomb County;
70% in West Michigan;
67% in Central Michigan;
and 63% in Northern Michigan.

Families most likely to have school-age children showed strong support, with
 
74% of 26-29 year-olds supportive, as well as
69% of 30-35 year-olds and
64% of 36-40 year olds.

Fifty-four percent of all respondents indicated that they would rather vacation at the end of summer, in August, rather than in June.

An overwhelming 69% of respondents favored a uniform opening date for Michigan’s public schools after Labor Day. Only 18% of respondents opposed the change and 13% were undecided.

Vast majorities of citizens in every demographic ground and region support this bill. This bill helps businesses and families, while protecting students.