11/29/2017. AOT Research Staff. Agenda. Northern Region 2016 Year-End Data Review. Grand Canyon Chamber of Commerce November 30, 2017

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1 Northern Region 01 Year-End Data Review Grand Canyon Chamber of Commerce November 30, 01 AOT Research Staff Colleen Floyd Director of Research Kari Roberg Research Manager Agenda Statewide Overview Economic Impact of Tourism Year-To-Date Indicators Average Domestic Spending Regional International Visa Card Spending Profile Regional Visitor Profile Presentation slides available at: 1

2 Primary Research Partners Domestic Travel Only Econometric Model Annual, Nationally Representative Survey Regional Visitor Volume Visitor Origins Visitor Age Activities Participated Average per party spending Economic Impact of Travel Domestic and International Spending Jobs, Earnings, Taxes Generated Spending by Accommodation Type Spending by Commodity Purchased Regional, County, and Legislative District Data Available ECONOMIC IMPACT OF TRAVEL 01 Northern Region and Coconino County Visitor Spending & Economic Impact

3 01 Arizona Tourism Industry Performance 43 Million Overnight Visitors Up.3% YOY $1. Billion Direct Spending Up 1.0% YOY Source: Tourism Economics, Dean Runyan Associates 8.1 Million Domestic Overnight Visitors 01 Northern Region Industry Performance $1.3 Billion Direct Spending, Dean Runyan Associates Gasoline Price Impact 3

4 Coconino County Impacts, 01 $1.31 Billion Direct Spending 1,40 Jobs $13 Million State and Local Taxes $3 Million Earnings Source: Dean Runyan Associates Tax Revenue per Household Generated by Visitors $40 $,0 $0 $0 $410 $1,10 $10 $00 $380 $90 $430 $490 $1,110 $40 Coconino County Impacts, 01 Up.0% Direct Spending Up.0% Jobs Up.9% State and Local Taxes Up.% Earnings Source: Dean Runyan Associates 4

5 Coconino Direct Travel Spending $ % $1.0 8% % $1.00 4% $0.80 $0.0 % 0% Billion $ Change $0.40 % 4% $0.0 % $ % Source: Dean Runyan Associates Transportation Share of Visitor Spending 30% % % 0% 19% 1% 10% 9% 11% 9% % 0% Tucson & Southern Northern West Coast North Central Phoenix & Central Source: Dean Runyan Associates Spending by Commodity Purchased Coconino County $00 $40 $400 $30 $300 n $ Million $0 $ $10 $100 $0 $0 Accommodations Food Service Arts, Ent. & Rec. Retail Sales Local Tran. & Gas Food Stores Visitor Air Tran. Source: Dean Runyan Associates

6 Spending by Type of Accommodation Coconino County Private Home % Vacation Home 3% Campground % Day Travel 18% Hotel, Motel % Source: Dean Runyan Associates U.S. Economic Confidence Source: Gallup 01 TOURISM INDICATORS TO DATE Northern Region

7 State Parks Visitation Source: NAU National Parks Visitation Source: NAU National Parks Visitation Source: NAU

8 Airport Passenger Volume Source: NAU Lodging Indicators Source: STR Lodging Indicators Source: STR 8

9 Gross Sales by County Source: NAU Outdoor Recreation content/uploads/01/0/oia_rececostate_az.pdf Source: Outdoor Industry Association STATE OF THE INTERNATIONAL TRAVELER 01 Northern Region 9

10 Interest in Grand Canyon Grand Canyon is among the top 0 most desired American destinations for future travel to the United States. Source: Destination Analysts, 01 DOMESTIC OVERNIGHT VISITOR EXPENDITURES 01 Northern Region Average Per Person Expenditures on Domestic Overnight Trips Base: Overnight Person-Trips Total Per Person = $0 Dollar rs 0 40 $1 0 $48 $9 $9 $9 0 Lodging Restaurant Food & Beverage Transportation at Destination Retail Purchases Recreation/ Sightseeing/ Entertainment 10

11 Average Per Party Expenditures on Domestic Overnight Trips Base: Overnight Person-Trips 0 Total Per Party = $ 00 rs Dollar $34 $1 0 $9 $9 $9 0 Lodging Restaurant Food & Beverage Recreation/ Sightseeing/ Entertainment Transportation at Destination Retail Purchases INTERNATIONAL VISA CARD SPENDING 01 Northern Region 01 Visa Spending by Country Northern Region Other 3% FRANCE 1% AUSTRALIA 3% CHINA 13% JAPAN 3% SWITZERLAND 4% SPAIN 4% ITALY CANADA 1% % GERMANY 11% UNITED KINGDOM % Source: VisaVue Travel, AOT Research 11

12 01 Visa Spending by Country Northern AUSTRALIA CANADA CHINA FRANCE GERMANY ITALY JAPAN MEXICO SPAIN UNITED KINGDOM Source: VisaVue Travel, AOT Research 01 Visa Spending by Calendar Quarter 01 Seasonal Spending FRANCE CHINA CANADA GERMANY UNITED KINGDOM Q1 Q Q3 Q4 Source: VisaVue Travel, AOT Research 01 Visa Spending by Calendar Quarter FRANCE CHINA Q1 Q Q3 Q4 Q1 Q Q3 Q4 CANADA GERMANY Q1 Q Q3 Q4 Q1 Q Q3 Q4 Source: VisaVue Travel, AOT Research 1

13 01 Visa Spending per Cardholder Country Spend per Cardholder SWITZERLAND $ FRANCE $3 CHINA $11 ITALY $183 SPAIN $1 UNITED KINGDOM $13 GERMANY $1 AUSTRALIA $14 CANADA $138 JAPAN $111 Source: VisaVue Travel, AOT Research 01 Visa Spending by Merchant Category France QSR'S 1.% GOVERNMENT.% REMAINING MERCHANTS.% SUPERMARKETS 4.3% OIL 0%.0% OTHER TRAVEL & ENTERTAINM.1% OTHER RETAIL.% RESTAURANTS 1.% TRAVEL AGENCIES 14.9% LODGING 40.0% Source: VisaVue Travel, AOT Research 01 Visa Spending by Merchant Category China TRAVEL AGENCIES 0.% DISCOUNT STORES 0.81% GOVERNMENT.0% REMAINING MERCHANTS.1% QSR'S.0% OTHER TRAVEL & ENTERTAINM 3.8% OIL 4.0% OTHER RETAIL.99% SUPERMARKETS 8.% RESTAURANTS 1.81% LODGING 4.33% Source: VisaVue Travel, AOT Research 13

14 01 Visa Spending by Merchant Category Canada TRAVEL AGENCIES SPORTING GOODS STORES MISC. SPECIALTY RETAIL QSR'S REMAINING MERCHANTS GOVERNMENT OTHER TRAVEL & ENTERTAINM SUPERMARKETS 0.8% 1.00% 1.08% 1.%.14% 4.18%.1%.8% OIL OTHER RETAIL RESTAURANTS 1.9% 14.41% 14.9% LODGING 3.80% Source: VisaVue Travel, AOT Research 01 Visa Spending YTD Country Q1 Q AUSTRALIA 30% 3% CANADA 19% 1% CHINA 4% % FRANCE % % GERMANY % 1% ITALY % % JAPAN 1% 4% MEXICO 3% 4% SPAIN % 13% SWITZERLAND % % UNITED KINGDOM % % TOTAL % 11% Source: VisaVue Travel, AOT Research DOMESTIC OVERNIGHT VISITOR PROFILE 01 Northern Region 14

15 01 REGIONAL VISITOR PROFILE Non Residents % AZ Residents 34% Business % Leisure 9% State Origin Of Overnight Trips Arizona California New York Virginia Florida Oregon Colorado Nevada Texas Illinois Washington Michigan New Mexico DMA Origin Of Overnight Trip Phoenix, AZ Los Angeles, CA New York, NY/NJ/PA/CT Tucson (Nogales), AZ San Francisco-Oakland-San Jose, CA Washington, DC Denver, CO Miami-Ft. Lauderdale, FL Seattle-Tacoma, WA Las Vegas, NV Albuquerque-Santa Fe, NM Chicago, IL Yakima, WA 1

16 Trip Satisfaction - % Very Satisfied Overall Trip Experience Sightseeing and attractions Friendliness of people Value for money Quality of food Quality of accommodations Music/nightlife/entertainment Very Satisfied Past Visitation Have you ever visited the Northern Region before? Have you visited the Northern Region in the past year? No % Yes 4% No 4% Yes 8% Length of Trip Planning More than 1 year in advance -1 months months 0 months 1 1 month or less 9 Did not plan anything in advance

17 Trip Planning Information Sources Hotel or Resort 1 Auto Club/AAA 18 Advice from relatives or friends 1 Airline/commercial carrier 1 Online travel agencies 1 Destination websites 14 Travel Agent/Company 13 Travel guide/other books 11 Social Media 10 Visitor's bureau/gov tourism office 9 Travel company websites 9 Magazine articles/ad Radio show/ad TV program/ad Lodging sharing websites Newspaper articles/ad 1-800/1-888 number Travel/ski show or exhibition Method of Booking Hotel or Resort 1 Online travel agencies 0 Airline/commercial carrier 0 Auto Club/AAA 18 Travel Agent/Company /1-888 number Visitor's bureau/gov tourism office Travel company websites Destination websites Lodging sharing websites Travel/ski show or exhibition Number of Nights Spent in Each Region Base: Overnight Person-Trips to Arizona Average Phoenix & Central = 4. Nights Average Tucson & Southern = 4. Nights Average Northern = 3.1 Nights Average North Central = 3.3 Nights Average West Coast =.8 Nights 1 1 night nights nights nights nights Phoenix & Central Tucson & Southern Northern North Central West 1

18 Size of Travel Party Base: Overnight Person-Trips to Arizona Phoenix & Central. 0. Total =.8 Tucson & Southern Total =. Northern Total = 3.33 North Central Total = 3.3 West Coast. 1.0 Total = Average No. of People Adults Children Transportation Personal Vehicles Own car/truck 9 Rental car Camper, R.V Motorcycle 4 Bicycle < Transportation Commercial Vehicles Plane 1 Taxi 13 Online Taxi Service 10 Bus Train Ship/Boat

19 Accommodation Resort hotel 30 Motel 30 Other hotel 0 Friends/relatives' dwelling (not paid for) 1 Bed & Breakfast 11 Campground/trailer park/rv park 9 Country Inn/Lodge 8 Time Share Rented cottage/cabin Rented home/condo/apartment 4 Own home/condo/apt/second home 3 Boat/cruise ship 1 Other Activities and Experiences Shopping National/state park Hiking/backpacking Landmark/historic site Fine dining Museum Camping Swimming Fishing Art gallery Casino Theme park Brewery Bar/nightclub Theater Culinary Experiences Visitors prefer Unique over Authentic 19

20 Activities and Experiences (cont.) Spa Dance Mountain climbing Zoo Beach/waterfront Winery Motorcycle touring Fair/exhibition/festival Birding Golf Educational Seminar Biking Business Meeting Boating/sailing Hunting Arizona wine tourism study nts/files/ahrrc AZWineTourismStudy 01 report_ pdf Activities of Special Interest Historic places 4 Cultural activities/attractions Family Reunion 18 Exceptional culinary experiences 14 Eco-tourism 10 Brewery tours/beer tasting ti 10 Traveling with grandchildren 8 Winery tours/wine tasting 8 Wedding Agritourism Religious Travel Medical Tourism

21 Gender Male 8 Female Northern Arizona Age Average Age Northern = 4 Average Age Arizona = Northern Arizona Marital Status Married/with partner 4 Single/never married 1 1 Divorced/widowed/ separated Northern Arizona 1

22 Household Size 1 member 1 18 members members members members Northern Arizona Household Income $10K+ $100-$149.9K 1 1 $-$99.9K$99 9K 19 1 $0-$4.9K 3 4 <$49.9K Northern Arizona Children in Household No children under Any child between Any child between Any child under Northern Arizona

23 Education Post-graduate 8 College graduate Some college 19 1 High school or less Other Northern Arizona Employment Full time/ self-employed 0 Part time 10 1 Not employed/retired/ other Northern Arizona Stay Connected and Keep Us Informed Keep us informed Loretta Belonio at lbelonio@tourism.az.gov VisitArizona.com list business, events, offers for free Tourism Tuesday sign up at Partnership opportunities How to work with AOT 3

24 Q&A Northern Region Presentation slides available at: Colleen Floyd Director of Research Kari Roberg Research Manager