1990 POP. 3,027 3,417 7,178 51,043 4,877,185

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1 POPULATION GROWTH * City Profile AREA POP. PIGEON FORGE, GATLINBURG, SEVIERVILLE, SEVIER COUNTY, TENNESSEE,, *U.S. Census Bureau HISTORICAL DASHBOARD POP.,,,,,, POP.,,,,,, POP.,,,,,, EST.,,,,,. YEAR KETING BUDGET $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, VISITOR COUNT*,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, $,, GROSS REVENUE $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,,, $,,, $,,, $,,, *Overnight Visitation Estimate Methodology Changed in PFT_Lrr_BusinessStatsBook.indd

2 SEVIER COUNTY UNEMPLOYMENT HISTORY COMMERCIAL BUILDING GROWTH AVG.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.% TRAFFIC COUNTS.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.%.% Building Cost $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, City Profile Station ADT*,,,,,,,,, *vehicles per day Source: Tennessee Dept. of Transportation FOR PREVIOUS AND CURRENT TRAFFIC COUNTS: Select SEVIER County. Select the zoom in button in the top right-hand corner. Click on Pigeon Forge. Click on Pigeon Forge again to see a breakdown of the actual streets/roads, etc.. Select the identify button in the top right-hand corner. Any street/road showing a green triangle can be viewed *Traffic history reflects the average daily traffic count along specific locations on Tennessee s road network. PFT_Lrr_BusinessStatsBook.indd

3 Each month, the city monitors revenue generated by each business sector. One of the strengths of Pigeon Forge is that it is not overly dependent on any single business sector because of the strong product mix, helping it continue to be successful as a destination. Gross Revenue Part of the tracking that the city utilizes is based on a % gross receipts tax that is collected from all businesses in Pigeon Forge, which also helps to generate revenue for the city budget. This gross receipts tax assists the city to identify if a business category trends downward over a period of time, providing an opportunity to identify reasons and evaluate strategies that may help to reverse the negative trend. GROSS REVENUE * BUSINESS SECTOR % % CHANGE LODGING $,, $,, % % RESTAURANTS $,, $,, % % OUTLETS $,, $,, % -% AMUSEMENTS $,, $,, % % RETAIL & SERVICES $,, $,, % -% GAS & GROCERY $,, $,, % % THEATERS $,, $,, % % CRAFT, GIFT & SPECIALTY $,, $,, % % OTHER $,, $,, % % $,,, $,,, % *Data is based on gross receipts taxed at % PFT_Lrr_BusinessStatsBook.indd

4 Historic Revenue $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,,, PRIOR YEARS $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,,, - $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, - - PFT_Lrr_BusinessStatsBook.indd

5 The amusement sector is one of the largest industries in Pigeon Forge, and is made up of a variety of businesses and attractions, including Dollywood Theme Park, a tall, all-glass gondola wheel, a Titanic-themed museum, bungee jumps, and much more. Pigeon Forge continues to evolve by identifying and recruiting new attraction developments that are reflective of the city s brand to the area each year. Amusement Revenue Historic Revenue * $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, - - PFT_Lrr_BusinessStatsBook.indd

6 * * $,, $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, $,, $,, $,, $,, PRIOR YEARS * $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, ** $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, v $,, $,, - $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, $,, *For the years through, the data is based on an amusement tax of.%, for and after the data is based on business receipts taxed at % of total gross sales (excluding sales tax) ** of Dollywood opening PFT_Lrr_BusinessStatsBook.indd

7 Pigeon Forge is known for multiple theaters that present live shows every day. Some theaters also include meals as part of the entertainment experience. Theaters continually update their shows in an effort to attract new and repeat visitors. Because of the number of tourists visiting during Winterfest, which features celebrations and millions of lights within Pigeon Forge November through February, many theaters are open year round. This was not the case prior to Winterfest. Theater Revenue * Legend * $,, - $,, $,, - $,, $,, $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, $,, * PRIOR YEARS* $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, *Data is based on business receipts taxed at % of total gross sales (excluding sales tax) PFT_Lrr_BusinessStatsBook.indd

8 Going out to eat remains one of the most popular visitor activities. Pigeon Forge features locally-owned restaurants and regional or national chain restaurants, with varying menu options. Every price point is available to those dining out. Each year, the city adds new restaurants to the Parkway and surrounding area, further increasing its seating capacity and offerings. * Legend * $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, $,, Restaurant Revenue * PRIOR YEARS* $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, *Data is based on business receipts taxed at % of total gross sales (excluding sales tax) PFT_Lrr_BusinessStatsBook.indd

9 In addition to the % gross receipts tax, lodging properties located within Pigeon Forge collect a.% add-on tax to the customer, applied to lodging rates only, which are collected to support the city budget. Pigeon Forge s lodging tax is one of the lowest in the state of Tennessee, especially among other cities where tourism is the main industry. Lodging Revenue Within Sevier County, there is fierce competition to attract overnight visitors. As a result, Pigeon Forge continues to add new accommodations to enhance the city s offerings. * * Historic Revenue $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, * PRIOR YEARS * $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, *Data is based off.% lodging revenue tax, provided only from properties located within Pigeon Forge city limits PFT_Lrr_BusinessStatsBook.indd

10 Pigeon Forge is able to break out lodging revenues by category from the % gross receipts tax, which is based on rental proceeds in addition to sales on amenities the lodging properties provide to their customers. The variety of lodging options within Pigeon Forge is highly rated by the millions of visitors, and one of the reasons those visitors continue to come back. Legend Hotel HOTEL REVENUE * $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, Cabin Condo Campground CABIN REVENUE * $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, Lodging Revenue by Category CONDO REVENUE * CAMPGROUND * $, $, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $, $, $, $, $, $,, $,, $, $,, $,, $, $, $,, - - *Data is based on business receipts taxed at % PFT_Lrr_BusinessStatsBook.indd

11 Lodging Overview Average Daily Rate* Property Motels/Hotels Cabins Condos Campgrounds Overall Occupancy* Property Rate $ $ $ $ $ Occupancy Motels/Hotels % Cabins % Condos % Campgrounds % Overall % Lodging Units* Seasonal Occupancy* Season Occupancy Spring % Summer % Fall % Winter % Lodging Motels/Hotels Cabins/Chalets* Condos Campgrounds Total Lodging Units,,,,, * of these rental units are located inside Pigeon Forge city limits % of Total Units.%.%.%.% *Based on Product Definition Study PFT_Lrr_BusinessStatsBook.indd

12 One of the most popular leisure and group travel activities is outlet shopping. Pigeon Forge is home to several outlet malls that have been a staple in the city for many years. In, a notable outlet center moved locations to a sister city due to land availability, which contributes to the fierce competition for outlet retailers within Sevier County to this day. The centers in Pigeon Forge continually looks to add popular stores in an effort to increase offerings for the millions of city visitors. * Legend * Outlet Revenue $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, * PRIOR YEARS* $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, *Data is based on business receipts taxed at % of total gross sales (excluding sales tax) PFT_Lrr_BusinessStatsBook.indd

13 Pigeon Forge provides many retail and service stores patronized by both residents and visitors. This sector includes stores not associated with an outlet mall or niche specialty products. Potential new developments are on the horizon that would substantially add to the number of retail stores located in Pigeon Forge. Retail & Services Revenue * Legend * $,, - $,, $,, $,, $,, $,, $,, - $,, $,, - $,, $,, - $,, $,, - $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, - $,, * PRIOR YEARS* $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, *Data is based on business receipts taxed at % of total gross sales (excluding sales tax) PFT_Lrr_BusinessStatsBook.indd

14 Many visitors to the area are looking for a unique shopping experience, so many of the area s retail stores specialize in products celebrating the craftsmanship and heritage of the Smokies. History demonstrates the success of this sector often parallels the retail and outlet sectors. * Legend * $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, $,, - Craft, Gift & Specialty Revenue * PRIOR YEARS* $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, *Data is based on business receipts taxed at % of total gross sales (excluding sales tax) PFT_Lrr_BusinessStatsBook.indd

15 was another great year of low gas prices for drivers, largely in line with. In, the average retail price for regular unleaded was $. per gallon, % less than in and the lowest annual average price since. With lower fuel costs for consumers, they were able to allocate extra money to vacations and travel. And with Pigeon Forge being largely a drive-market, this was, and will continue to be, important to the destination s visitors. Gas & Grocery Revenue * Legend * $,, $,, $,, - $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, * PRIOR YEARS* $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, $,, - - *Data is based on business receipts taxed at % of total gross sales (excluding sales tax) PFT_Lrr_BusinessStatsBook.indd

16 Great Smoky Mountains National Park is the nation s most visited national park, with more than twice the visitation of Grand Canyon National Park, the nation s second most visited park. Annual visitation to Great Smoky Mountains National Park has remained steady for the last decade, and for the third consecutive year, experienced more than million visitors. Legend Visitor Count,,,,,,,,,,,,,,,,,,,, - - Visitor Count,,,,,,,,,,,,,,,,,,,, PRIOR YEARS Visitor Count Visitor Count,,,,,,,,,,,,,,,,, -,,,,,,,,,,, -,,,,,,, -,,,,,,,,,,, Great Smoky Mountains National Park PFT_Lrr_BusinessStatsBook.indd

17 Visitor Profile Point of Origin City Type Percent Town/Rural Rural Town Suburban Second City Urban Average Travel Distance* Season Miles Summer Fall Winter Spring Gender (Decision Maker) Sex Percent Male Female Average Party Size* Season Party Size Summer. Fall. Winter. Spring. Average Age* Demo Under Percent Average Spending* Season Summer Fall Winter Spring Budget $, $, $, $, Household Income* Average Length of Stay* Season Days Summer. Fall. Winter. Spring. Demo Under $, $, - $, $, - $, $, - $, $, - $,,+ *Based on Product Definition and Visitor Intercept Studies Percent PFT_Lrr_BusinessStatsBook.indd