May 2009 Visitor Profile

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1 RESEARCH DATA SERVICES, INC HENDERSON BOULEVARD SUITE 300 TAMPA, FLORIDA TEL (813) FAX (813) Visit St. Petersburg/Clearwater May 2009 Visitor Profile Prepared for: Pinellas County Tourist Development Council and Visit St. Petersburg/Clearwater Prepared by: Walter J. Klages, Ph.D. President Research Data Services, Inc. July 8,

2 Table of Contents I. Section A: May 2009 Visitor Profile Data... 2 Page II. Section B: Visitor Origin Tracking... 9 Top Feeder Markets (DMA s) III. Section C: Visitor Origins -- Actual Number of Visitors ( ) Research Data Services, Inc. Copyright All Rights Reserved. PCD

3 Year to Date (H/M/C/C & V F/R) May Annual 2008* 2008 * 2009 * 08/ 09 08/ 09 H/M/C/C Visitors 2,585,280 1,152,820 1,092, , , V F/R Visitors 2,608,700 1,294,900 1,203, , , ,193,980 2,447,720 2,296, , , H/M/C/C Exp. $1,971,121,400 $1,017,879,600 $960,585, $171,047,400 $157,005, V F/R Exp. 1,373,135, ,437, ,598, ,054,700 79,470, $3,344,256,800 $1,720,316,900 $1,605,184, $258,102,100 $236,475, Room Nights (e)* 6,279,410 3,139,567 2,948, , , *Based on Industry REVPAR Year to Date (H/M/C/C & V F/R) May (H/M/C/C & V F/R) Visitor Annual Origin 2008 * Visitor # * Visitor # * Rel. Visitor # Rel. Visitor # Florida 549, , , , , Southeast 300, , , , , Northeast 1,215, , , , , Midwest 1,586, , , , , Canada 349, , , , , ,007, , , , , U.S. Opp. Mkts 156,095 57,300 58, , , Latin American 28,200 (4/08) 5,300 (4/09) 6, n/a n/a n/a n/a n/a 5,193,980 2,447,720 2,296, , , Please Note: Latin American Visitor numbers published seasonally only. Occupancy: Monthly Occupancy Seasonal Monthly Industry (Weighted) Jan. Feb. Mar. Apr. Winter May Occupancy Occupancy Points ADR 2009 $ $ $ $ $ $ ADR Percent May Occupancy May Room Rate Occupancy: By Size Point < 20 units $ $ units units units # # Visitors (in Thousands) H/M/C/C V F/R $ Expenditures (in Millions) H/M/C/C May Visitor Origin (in Thousands) Industry Occupancy (by Month) Jan. Feb. Mar. Apr. May 87.1 FL SE NE MW CAN EUR MO V F/R Research Data Services, Inc. Copyright All Rights Reserved. PCD

4 Length of Stay (Days) Away from Home In Florida In the St. Petersburg/Clearwater Area Party Size Number of People Days Length of Stay (Days) Party Composition Couple (Traveling without Children) Family Single Transportation (Multiple Response) (Percentaged to the Base of All Respondents) Plane Rental Car Personal Car Airport Deplaned (Base: Flew) Tampa International Orlando International/Sanford St. Petersburg-Clearwater International N/A N/A Miami International Car Rental Location (Base: Rented a Car) Tampa Greater Orlando Area St. Petersburg/Clearwater Area N/A Miami Away/Home In Florida St. Pete/Clw Transportation Plane Rental Personal Car Airport Deplaned Tampa Orlando St. Pete/Clw Miami 2 Research Data Services, Inc. Copyright All Rights Reserved. PCD

5 Purpose of Trip (Multiple Response) A. Profile Data Vacation Visit Friends/Relatives N/A 10 8 Purpose of Trip B. Occupancy Survey Data Business N/A N/A Conference/Business Meetings N/A N/A Vacation Visit Friends/Family First Visit to ( yes) St. Petersburg/Clearwater Area Florida First Visit to St. Pete/Clw Area ( Yes) New Market Share Gain from Florida TOTAL Considered St. Pete/Clw Only Yes Information Most Helpful to Visit (Open Ended Multiple Response) Internet Previous Visit Recommendation Special Event N/A 4.3 Travel Professional Print Media Business Contacts N/A Considered Only ( Yes) St. Petersburg/Clearwater Only 3 Research Data Services, Inc. Copyright All Rights Reserved. PCD

6 Travel Professional Assisted Yes Travel Professional Assistance (Base: Assisted by Travel Professional) Vacation Packages (Including Fly/Drive) Airline Reservations Hotel/Motel Reservations Reservations Before Leaving Home None After Arrival N/A 6.4 Where Stay Night Before St. Petersburg/Clearwater Area At Home In Florida (Not in St. Pete/Clearwater) On Road (Not in Florida) Travel Agent Assistance Vacation Pkg Airline Reserv. Hotel/Motel Reserv Reservations Before None After Where in Florida (Base: Respondents in Florida Night Prior to Arriving in St. Pete/Clw Area) Orlando Tampa N/A 6.9 Visit Other Florida Areas This Trip Overnight Trips Only -- Yes Where Stay Night Before St. Pete/Clw Area At Home In Florida On Road Research Data Services, Inc. Copyright All Rights Reserved. PCD

7 Attractions/Theme Parks Visited (Open Ended Multiple Response) Disney World Sea World Busch Gardens EPCOT Universal Studios Hollywood Studios Salvador Dali Museum St. Petersburg Pier Satisfaction with St. Petersburg/Clearwater Satisfied (Combined) Expense Relative to Expectations More Expensive Less Expensive As Expected Don t Know Recommend St. Petersburg/Clearwater Area to Friends/Relatives Yes Plan to Return ( Yes) To Local Area Next Year (Base: Planning to Return) Attractions/Theme Parks Visited (Top Five) Disney Sea World Busch EPCOT Universal 6.8 Expense Relative to Expectations More Less Same Don't Know 88.4 Plan to Return Demographics Median Age Head of Household Median Annual Household Income $104,702 $106,923 $94,820 $113, To Local Area Next Year 5 Research Data Services, Inc. Copyright All Rights Reserved. PCD

8 St. Pete/Clw Message Seen/Read/Heard Yes Source of Information (Base: Seen/Read/Heard Area Message) (Open Ended Multiple Response) Internet Television Brochures/Visitor Guides/Travel Guides Newspapers Directly Influenced by Message (Base: Seen/Read/Heard Area Message) Yes Budget Breakdown (By Category) Accommodations $ $ Food/Entertainment Retail Purchases Rental Car Type of Message Seen Web TV TG/VG Newspaper Seen/Read/Heard Yes Message Influence Yes St. Pete/Clw Area Base Budget $1, $1, Per Person/Trip Per Person/Day Occupation Professional/Technical Executive/Managerial Retired Craft/Mechanical/Factory Salesman/Buyer $ Budget Breakdown Accom Food/Ent Retail Rental 6 Research Data Services, Inc. Copyright All Rights Reserved. PCD

9 When Visitors Made Reservations for This Trip to the St. Pete/Clw Area Less than One Month Months Months or More Have Internet Access Yes Use Internet to: (Base: Respondents who Have Internet Access) Obtain Travel Information Book Travel Reservations On-Line Book Lodging Reservations: (Base: Respondents who Book Travel Reservations On-Line) Yes Compared to 2008, OVER THE NEXT THREE MONTHS, properties report reservations: Occupancy Survey Data 2009 Up 8.2 Same 18.8 Down 65.9 Don t Know When Visitors Made Reservations Internet Access 50.1 < 1 month 1-2 months 3 months + Computer Use Obtain Travel Info Book Reserv Book Lodging 7 Research Data Services, Inc. Copyright All Rights Reserved. PCD

10 Influential Factors in Choosing the St. Petersburg/Clearwater Area Influential Factors 06/08 07/08 08/08 09/08 10/08 11/08 12/08 01/09 02/09 03/09 04/09 05/09 05/08 Safe Destination White, Sandy Beaches Clean, Unspoiled Environment Complete Relaxation Good Value for the Money Warm Weather Sunning on the Beach Reasonably Priced Lodging Good Dining Out Upscale Accommodations Influential Features in Choosing the Destination -- May Safe White Sand Clean Relaxation Good Value 8 Research Data Services, Inc. Copyright All Rights Reserved. PCD

11 St. Petersburg/Clearwater Area Visitor Origins Percent Change (By Same Month Last Year) Origin Mkts Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Mkts of Opp TOTAL Percent Change (By Same Month Last Year) Origin Mkts Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Mkts of Opp TOTAL Percent Change (By Same Month Last Year) Origin Mkts Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Mkts of Opp TOTAL Changes in Visitation (by Month) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov -3.3 Dec /08 08/09 9 Research Data Services, Inc. Copyright All Rights Reserved. PCD

12 Top U.S. Feeder Markets May 2008 May Rank Rank Rank 1. New York New York Chicago Tampa/St. Petersburg Tampa/St. Petersburg Chicago Boston Greater Orlando Area Greater Orlando Area Boston Detroit Indianapolis Philadelphia Detroit Washington, D.C Philadelphia Cleveland Minneapolis/St. Paul Pittsburgh Pittsburgh Indianapolis Research Data Services, Inc. Copyright All Rights Reserved. PCD

13 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Florida Southeast Jan. 7,008 5,765 6,364 7,554 6,558 5,773 14,266 13,889 14,850 16,458 17,836 16,315 Feb. 13,013 12,699 10,889 13,422 11,594 13,473 12,696 11,696 12,868 12,751 14,322 12,158 Mar. 28,868 26,925 30,800 34,245 26,741 31,069 19,609 19,901 18,118 22,830 20,374 23,448 Apr. 55,082 54,344 56,707 60,792 60,737 63,761 38,558 40,131 35,548 37,995 34,945 28,423 Win. 103,971 99, , , , ,076 85,129 85,617 81,384 90,034 87,477 80,344 May 38,673 38,161 42,778 38,824 38,892 45,911 26,283 26,089 25,746 21,142 20,742 20,998 Jun. 76,684 77,157 89,845 85,637 92,412 56,163 56,882 51,099 52,960 53,443 Jul. 108, , , , ,784 56,616 47,865 49,574 55,973 52,072 Aug. 71,585 63,248 78,503 67,549 65,085 26,543 27,671 25,642 29,978 23,839 Sp./Sm. 295, , , , , , , , , ,096 Sept. 35,863 36,282 43,587 39,455 34,159 10,370 9,391 8,674 9,220 6,392 Oct. 26,496 22,008 23,291 25,716 28,448 27,649 26,338 25,474 27,165 22,403 Nov. 20,777 22,277 23,503 22,097 26,362 14,129 14,851 14,331 15,015 11,836 Dec. 29,237 31,734 34,672 35,809 31,832 22,125 24,411 23,115 20,580 22,282 Fall 112, , , , ,801 74,273 74,991 71,594 71,980 62, , , , , , , , , , ,486 * Please Note: Annual and seasonal figures are calculated to include Latin American visitors. 11 Research Data Services, Inc. Copyright All Rights Reserved. PCD

14 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Northeast Midwest ,579 79,406 78,493 80,940 72,657 68,774 97,611 94,868 99,177 97,668 97,313 82, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,910 92,740 96, , ,788 94,452 88, , , , , , ,820 86,405 87,858 90,406 99,158 89, , , , , ,577 99, ,852 93, ,378 88, , , , , ,708 80,835 82,222 81,264 85,536 74, , , , ,715 96, , , , , , , , , , ,639 41,049 42,472 39,033 41,385 35,957 58,980 56,984 57,032 57,253 42,149 82,562 74,684 81,517 77,873 62, , , , ,991 99,924 72,028 76,255 73,948 75,924 60,794 70,920 68,830 73,661 69,409 57,566 80,993 92,355 94,522 95,903 84, , , , ,361 99, , , , , , , , , , ,512 1,201,077 1,266,594 1,267,716 1,307,040 1,215,764 1,658,530 1,707,769 1,707,860 1,709,323 1,586, Research Data Services, Inc. Copyright All Rights Reserved. PCD

15 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Canada ,774 22,800 21,480 22,663 23,082 20,833 28,783 32,234 30,496 32,646 33,050 44,929 32,057 34,087 35,965 34,563 36,146 32,531 29,835 32,416 34,315 36,912 39,556 38,775 68,086 71,409 81,531 76,735 79,588 68,585 41,941 48,581 45,295 46,294 48,389 43,379 54,295 58,524 60,939 59,947 64,066 56, , , , , , , , , , , , , , , , , , ,849 13,141 14,408 13,863 14,992 15,186 13,524 61,577 66,197 65,355 66,117 66,672 61,215 8,640 9,574 11,231 12,958 13, , , , , ,907 22,983 20,593 22,033 21,704 24, , , ,003 99, ,822 13,271 13,440 14,201 13,190 11,730 82,846 83,408 76,530 71,946 90,438 58,035 58,015 61,328 62,844 65, , , , , ,839 9,938 9,177 10,192 10,507 10,188 51,419 52,076 51,393 48,676 65,521 23,424 23,091 17,832 18,834 17,780 89,858 86,950 90,251 81, ,014 22,162 21,134 22,070 22,381 23,672 66,764 71,971 69,075 69,125 78,817 28,841 26,445 28,480 30,047 30,240 84,549 80,556 80,075 81, ,025 84,365 79,847 78,574 81,769 81, , , , , , , , , , , , , , ,656 1,007, Research Data Services, Inc. Copyright All Rights Reserved. PCD

16 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Markets of Opportunity Latin America ,264 13,103 14,320 11,871 11,804 11,546 n/a n/a n/a n/a n/a n/a 8,570 8,020 8,909 8,389 9,207 9,858 n/a n/a n/a n/a n/a n/a 11,438 9,365 10,871 12,683 9,551 10,552 n/a n/a n/a n/a n/a n/a 20,459 19,229 11,849 15,198 14,144 13,828 n/a n/a n/a n/a n/a n/a 52,731 49,717 45,949 48,141 44,706 45,784 3,745 4,190 5,000 4,680 5,300 6,270 15,394 14,797 14,259 14,607 12,594 12,457 n/a n/a n/a n/a n/a n/a 21,061 20,838 17,407 19,719 17,814 n/a n/a n/a n/a n/a 17,377 18,923 19,279 20,561 16,980 n/a n/a n/a n/a n/a 16,087 18,184 15,779 18,786 16,271 n/a n/a n/a n/a n/a 69,919 72,742 66,724 73,673 63,659 19,326 16,050 16,200 16,800 18,300 8,426 7,043 6,939 7,934 5,394 n/a n/a n/a n/a n/a 12,672 11,545 11,281 13,764 12,090 n/a n/a n/a n/a n/a 10,250 10,282 10,032 9,349 9,953 n/a n/a n/a n/a n/a 19,359 22,784 21,051 21,815 20,293 n/a n/a n/a n/a n/a 50,707 51,654 49,303 52,862 47,730 4,570 3,455 4,540 4,700 4, , , , , ,095 27,641 23,695 25,740 26,180 28, Research Data Services, Inc. Copyright All Rights Reserved. PCD

17 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall TOTAL 2004 * 2005 * 2006 * 2007 * 2008 * 2009 * 250, , , , , , , , , , , , , , , , , , , , , , , ,200 1,902,999 2,021,817 2,050,445 2,088,540 2,077,320 1,940, , , , , , , , , , , , , , , , , , , , , ,400 1,897,541 1,920,498 1,919,125 1,935,450 1,889, , , , , , , , , , , , , , , , , , , , ,900 1,276,740 1,270,120 1,284,685 1,276,230 1,226,860 5,077,280 5,212,435 5,254,255 5,300,220 5,193, Research Data Services, Inc. Copyright All Rights Reserved. PCD

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