Second Quarter 2014 Visitor Profile (April June) Amelia Island Tourist Development Council

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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Second Quarter 2014 Visitor Profile (April June) Amelia Island Tourist Development Council Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. August 2014

2 H/M/C/C Visitor Statistics * CY Annual 2012 CY Annual / 13 Q Q / 14 Visitors (#) 461, , , , Direct Expenditures ($) $278,078,500 $334,634, $93,738,200 $111,675, Total Economic Impact ($) $365,868,052 $440,279,200 k: $123,331,300 $146,931,000 k: * H/M/C/C: Visitors staying in a commercial lodging (hotel, motel, condo, or campground). Visitor Origin CY Annual 2012 CY Annual / 13 Q Q Florida 92, , ,963 34, / 14 Southeast 194, , ,924 65, Northeast 66,887 76, ,667 24, Midwest 68,968 78, ,927 15, Foreign 16,674 19, ,263 5, Markets of Opportunity 22,307 23, ,756 7, Total 461, , , , Occupancy and ADR ** April May June Visitor Origins (in Thousands) FL SE NE MW FOR MO Second Quarter 2014 Visitor Origin Distribution () FL SE NE 16.0 MW FOR MO 42.8 Occupancy Occupancy Occupancy Occ. ( 13/ 14) ADR 2014 $ $ $ ADR ADR ( 13/ 14) RevPAR 2014 $ $ $ RevPAR RevPAR ( 13/ 14) ** Source: Smith Travel Research 2013 Update $ April May June Room Rates April May June

3 Amelia Island Visitor Profile Second Quarter 2014 (Apr. Jun.) Amelia Calendar Year Summary Visitor Statistics Quarter 1 (Jan. - Mar.) Quarter 2 (Apr. - Jun.) Quarter 3 (Jul. - Sep.) Quarter 4 (Oct. - Dec.) Calendar Year 2012 Calendar Year /2013 H/M/C/C Visitors (#) 122, , , , , , Direct Expenditures ($) Total Economic Impact $74,055,600 $93,738,200 $92,378,100 $74,463,000 $278,078,500 $334,634, $97,435,000 $123,331,300 $121,541,900 $97,971,000 $365,868,052 $440,279, H/M/C/C Visitor Origins Quarter 1 (Jan. - Mar.) Quarter 2 (Apr. - Jun.) Quarter 3 (Jul. - Sep.) Quarter 4 (Oct. - Dec.) Calendar Year 2012 Rel # of Vis. Rel # of Vis. Rel # of Vis. Rel # of Vis. # of Visitors # of Visitors Calendar Year /2013 Florida , , , ,574 92, , Southeast , , , , , , Northeast , , , ,285 66,887 76, Midwest , , , ,123 68,968 78, Foreign 5.3 6, , , ,456 16,674 19, Markets of Opp , , , ,682 22,307 23, Total , , , , , ,

4 SECOND QUARTER 2014 TOP DMA s States of Origin DMA s 1. Georgia Atlanta Florida Jacksonville New York/New Jersey Greater Orlando Area North Carolina New York/New Jersey South Carolina Savannah Tennessee Tampa/St. Petersburg Pennsylvania Boston Ohio Philadelphia Illinois Chicago Massachusetts Charlotte Virginia Greenville/Spartanburg Nashville 2.3 3

5 n = 582 n = 615 Length of Stay (Days) In Amelia Island 4.6 days 4.8 days Party Size (# of People) 2.8 people 2.9 people Travel Party (Multiple Response) Couple Family Extended Family Group of Friends Single Have Children or Young Adults in Immediate Travel Party ( Yes) Transportation Mode (Multiple Response) Personal Car/RV Plane Rental Car Airport Deplaned (Base: Flew) Jacksonville International Orlando International/Sanford Purpose of Trip (Multiple Response) Vacation A Getaway Visit with Friends and Relatives Business/Conference/Meeting Special Event/Festival Wedding/Honeymoon Days Length of Stay (Days) In Amelia Island Transportation Personal Car/RV Plane Purpose of Trip (Top Four) Vacation Getaway Friends/ Relatives Rental Business/ Conf/ Mtg 4

6 n = 582 n = 615 First Visit to ( Yes) Amelia Island Florida Other Southeast Areas Considered for this Trip (Multiple Response) Considered Only Amelia Island St. Augustine/Ponte Vedra Savannah Jacksonville Area Hilton Head Orlando Jekyll Island First Visit to Amelia Island New Market Share Gain from Florida Total Other Areas Considered (Top Four) Why Chose Amelia Island (Multiple Response) Beach Never Been/Try Something New Hotel/Accommodations Recommendation Nature/Environment Love/Like the Area Appealing Brochures/Websites History Convenient Location Attractions Family Oriented Area Weather Previous Experience Business/Meeting Visiting with Friends/Family Event On the Way/Enroute Travel Planning Window (2014) How Far in Advance Start Planning Trip days How Far in Advance Book Reservations for Trip days St. Augustine Savannah Jacksonville Hilton Head Why Chose Amelia Island (Top Four) Beach Never Been Hotel Recommend 5

7 n = 582 n = 615 Information Most Helpful to Visit (Multiple Response) Internet Recommendation Previous Visit Hotel/Accommodations Print Media Special Event Maps Business/Conference/Meeting Family Satisfaction with Amelia Island Very Satisfied Satisfied Satisfaction Level (Very Satisfied + Satisfied) Recommend Amelia Island to Friends/Relatives Yes Information Helpful to Visit (Top Four) Internet Recom. Previous Visit Satisfaction with Amelia Island Satisfied Very Satisfied Plan to Return ( Yes) To Local Area Demographics Average Age Head of Household (Years) Median Annual Household Income $117,040 $117,370 Seen/Read/Heard Amelia Island Information ( Yes) Influenced by Amelia Island Information (Base: Respondents Reporting Seen/Read/Heard Information) Avg. Party Budget Breakdown Accommodations -- $965 Restaurant Food/Beverage Grocery Store Admissions to Attractions Other Entertainment Retail Purchases Miscellaneous Amelia Island Base Budget Total $1,895 $2,111 Per Person/Trip Per Person/Day Second Quarter 2013 Seen/Read/Heard Information Second Quarter 2013 Second Quarter Yes 39.4 Second Quarter Information Influenced Second Quarter 2013 Second Quarter Yes

8 n = 582 n = 615 Used Internet to Get Travel Information for this Trip ( Yes) Booked Travel for this Trip on the Internet ( Yes) Activities Enjoyed in Area (Multiple Response) Historic Downtown Beach Dining Out Relaxing Walking on the Beach Shopping Sight-Seeing Pool Swimming Shelling Reading State Parks Attractions Wildlife/Environment Antiquing Bars/Nightlife Art Galleries Exercising Water Cruise Visiting with Friends/Relatives Golfing Farmers Market Fishing Internet Use Obtain Info on Web for Trip Book Travel this Trip on Web Activities Enjoyed (Top Four) Historic Downtown Beach Dining Out 7

9 Attributes that Describe Amelia Island Well Amelia Island Visitor Profile Second Quarter 2014 (April June) First Quarter 2013 First Quarter 2014 Attributes that Describe Amelia Island (Top Five) n = 582 n = 615 Beautiful Beaches Second Quarter 2014 Second Quarter 2013 Historic Downtown Clean Environment Good Food & Restaurants Safe Destination Family Friendly Complete Relaxation Upscale Accommodations A Romantic Place Good Value for the Money State Parks Activities for All Ages Good Golfing Good Water Sports Safe Destination Good Food Clean Environment Historic Downtown Beautiful Beaches Art Galleries Good Fishing

10 Reasons Visitors Chose Amelia Island for their Trip 9

11 Economic Indicators

12 Labor Market Net gain of 9.1 million jobs since January Payroll Change Natl. Unemployment Job Gains or Losses (000's) Jan-06 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr Unemployment Rates ()

13 Confidence Boost Sentiment soars despite slowing home-price gains. Amelia Island Visitor Profile Second Quarter 2014 (April June) 2