Amelia Island Fourth Quarter 2017 (Oct. Dec.) Visitor Profile

Transcription

1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Amelia Island Fourth Quarter 2017 (Oct. Dec.) Visitor Profile Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. March 12, 2018

2 Amelia Island Visitor Profile Q (Oct. Dec.) Calendar Year (Jan. - Dec.) H/M/C/C * Visitor Stats % Δ CY Fourth Quarter (Oct. - Dec.) 16/ ** 2017 Visitors (#) 633, , , , Direct Exp. ($) $455,041,300 $485,030, $89,221,600 $100,674, Total Eco. Impact ($) Taxable Ldg. Collections % Δ 16/ 17 $598,697,800 $638,154,900 (k: ) $117,388,800 $132,456,800 (k: ) $132,899,936 $138,370, $22,153,401 $24,564, * Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** Amelia Island was evacuated for three days due to Hurricane Matthew (October 6-8, 2016) CY Q Visitor Origin Distribution (%) CY Q4 Economic Impact $140,000,000 $120,000,000 $100,000,000 $117,388,800 28,167,200 $132,456,800 31,782, $80,000,000 $60,000,000 $40,000,000 89,221, ,674, $20,000,000 $0 CY Q CY Q Direct Exp. Indirect/Induced Total Eco. Impact 37.4 Florida Southeast Northeast Midwest Foreign Opp. Mkts Calendar Year (Jan. - Dec.) Visitor Origins % Δ 16/ 17 CY Fourth Quarter (Oct. - Dec.) 2016 # of Visitors 2017 # of Visitors % Δ 16/ 17 Florida 136, , ,954 36, Southeast 258, , ,662 52, Northeast 97, , ,132 21, Midwest 83,718 88, ,357 16, Foreign 32,814 36, ,101 6, Opportunity Mkts 24,760 26, ,594 7, Total 633, , , , Copyright PCD

3 Amelia Island Visitor Profile Q (Oct. Dec.) Occupancy and ADR ** October November December Occupancy % 63.8% 51.7% Occupancy % Occ. ( 16/ 17) +30.0% -0.5% +0.5% ADR 2017 $ $ $ ADR % ADR ( 16/ 17) -0.1% -0.6% +0.2% RevPAR 2017 $ $ $95.21 RevPAR % RevPAR ( 16/ 17) +29.9% -1.1% +0.6% ** Source: Smith Travel Research; 2016 Update % Occupancy Oct. Nov. Dec Room Rates $ Oct. Nov. Dec. 2 Copyright PCD

4 Fourth Quarter 2017 Top U.S. Feeder Markets States of Origin: Primary Markets Florida 25.2% 25.8% 2. Georgia New York/New Jersey North Carolina South Carolina States of Origin: Secondary Markets Tennessee 3.4% 3.7% 7. Pennsylvania Ohio Virginia Maryland Copyright PCD

5 Fourth Quarter 2017 Top U.S. Feeder Markets DMA s: Primary Markets Atlanta 9.3% 10.6% 2. Greater Orlando Area Jacksonville New York/New Jersey Tampa/St. Petersburg DMA s: Secondary Markets Washington D.C. 3.1% 3.0% 7. Savannah Charlotte West Palm Beach Baltimore Copyright PCD

6 Visitor Profile Metrics: Length of Stay (Days) 2016 n = n = 529 In Amelia Island 4.0 days 3.9 days Party Size Number of People 2.5 people 2.7 people Travel Party Composition (Multiple Response) Couple 59.2% 57.3% Family Group of Friends Extended Family Single Have Children or Young Adults In Immediate Travel Party % Yes 15.0% 19.6% Transportation Mode (Multiple Response) (Percentaged to the Base of All Respondents) Personal Car/RV 65.6% 68.3% Plane Rental Car Airport Deplaned (Base: Flew) Jacksonville International 84.4% 82.4% Orlando International/Sanford Copyright PCD

7 Purpose of Trip (Multiple Response) Vacation 46.7% 40.8% A Getaway Business/Conference/Meeting Visit with Friends/Relatives Special Event/Festival Wedding/Honeymoon First Visit to (% yes) Amelia Island 51.4% 49.0% Florida First Visit to Amelia Island (% Yes) % 60 New Market Share Gain from Florida TOTAL Q Q Copyright PCD

8 Other Southeast Areas Considered for this Trip (Open Ended Multiple Response) Considered Only Amelia Island 54.2% 52.6% St. Augustine/Ponte Vedra Savannah Hilton Head Jekyll Island Jacksonville Area Florida Keys Orlando Other Areas Considered (Top Four) % Q Q St. Augustine Savannah Hilton Head Jekyll Island 7 Copyright PCD

9 Why Chose Amelia Island (Multiple Response) Beach 51.2% 48.1% Hotel/Accommodations Appealing Brochures/Websites Never Been/Try Something New Love/Like the Area Weather Recommendation Previous Experience Nature/Environment Visiting with Friends/Family Convenient Location History Business/Meeting Event Family Oriented Area Attractions Culture % Why Choose Amelia Island (Top Four) 48.1 Q Q Beach Hotel Brochures/Websites Never Been 8 Copyright PCD

10 Travel Planning Window How Far in Advance Start Planning Trip 43.7 days 43.3 days How Far in Advance Book Reservations 31.6 days 33.5 days Information Most Helpful to Visit (Multiple Response) Internet 71.1% 74.8% Previous Visit Hotel/Accommodations Recommendation Business/Conference/Meeting Print Media Family Maps Special Event Satisfaction with Amelia Island Very Satisfied 87.9% 89.0% Satisfied Satisfaction Level (Combined) 97.1% 95.9% Recommend Amelia Island to Friends/Relatives % Yes 96.4% 97.4% Plan to Return (% Yes) To Local Area 89.0% 90.7% 9 Copyright PCD

11 Demographics Average Age Head of Household (years) Median Annual Household Income $129,861 $132,762 % Household Income of $100, % 74.8% Seen/Read/Heard Amelia Island Information % Yes 49.4% 52.5% Influenced by Amelia Island Information (Base: Respondents Reporting Seen/Heard/Read) 55.7% 52.7% Avg. Party Budget Breakdown Accommodations $778 $777 Restaurant Food/Beverage Grocery Store Admissions to Attractions Other Entertainment Retail Purchases Miscellaneous Amelia Island Base Budget Total $1,759 $1,929 Per Person/Stay Per Person/Day Used Internet to Get Travel Information for this Trip Yes 93.8% 91.6% Booked Travel for this Trip on the Internet Yes 66.1% 67.5% 10 Copyright PCD

12 Activities Enjoyed (Multiple Response) Dining Out 76.6% 81.9% Historic Downtown Beach Relaxing Walking on the Beach Shopping Sight Seeing Reading Shelling State Park Pool Wildlife/Environment Bars/Nightlife Swimming Art Galleries Antiquing Visiting with Friends/Relatives Water Cruise Bird Watching Exercising Farmers Market Golfing Fishing Copyright PCD

13 Attributes that Describe Amelia Island Well Clean Environment 85.8% 82.6% Safe Destination Beautiful Beaches Good Food and Restaurants Historic Downtown Complete Relaxation A Romantic Place Family Friendly Upscale Accommodations Good Value for the Money State Parks Activities for All Ages Art Galleries Good Golfing Good Fishing Good Water Sports Attributes that Describe Amelia Island Well (Top Five) Q Q Clean Environment Safe Beautiful Beaches Good Food Historic Downtown % Copyright PCD