Naples, Marco Island, Everglades Convention and Visitors Bureau April 2013 Visitor Profile

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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Naples, Marco Island, Everglades Convention and Visitors Bureau April 2013 Visitor Profile Prepared for: Collier County Board of County Commissioners and Naples, Marco Island, Everglades Convention and Visitors Bureau Prepared by: Research Data Services, Inc. May 20, 2013

2 Year-to-Date (Jan. Apr.) April H/M/C* Visitor Statistics 12/ 13 12/ 13 Visitors (#) 672, , , , Room Nights 942, , , , Direct Exp. ($) $466,612,600 $515,649, $106,100,500 $117,553, Total Eco. Impact ($) $695,719,387 $768,832, $158,195,846 $175,271, *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo). April Occupancy April Economic Impact 78.0 Apr $200,000,000 $180,000,000 $160,000,000 $140,000,000 $120,000, ,195,846 52,095, ,271,821 57,718,621 Total Eco. Impact Indirect/Induced $100,000,000 Direct Exp $80,000,000 $60,000, ,100, ,553,200 April Room Rates $40,000,000 $20,000,000 $ Apr $ April Lodging Statistics 12/ 13 Occupancy Room Rates $223.3 $ RevPAR $174.2 $ Copyright PCD

3 Visitor Origins April 2013 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 12/ 13 Florida , , Southeast 4.8 5, , Northeast , , Midwest , , Canada 3.8 4, , Europe , , Markets of Opportunity 3.7 4, , Total , , April 2013 Visitor Origins 4,765 25,889 17,388 4,637 32,200 37,996 5,925 Florida Southeast Northeast Midwest Canada Europe Mkts. of Opp. 2 Copyright PCD

4 Transportation Mode (Multiple Response) April 2012 April 2013 Plane Rental Car Personal Car Airport Deplaned (Base: Flew) April 2012 April 2013 Southwest Florida International Miami International Ft. Lauderdale International Tampa International Orlando International/Sanford Purpose of Trip (Multiple Response) April 2012 April 2013 Vacation/Weekend Getaway Group Travel Visit with Friends and Relatives First Visit to ( yes) April 2012 April 2013 Collier County Florida Length of Stay (Days) April 2012 April 2013 In Collier County Party Size April 2012 April 2013 Number of People Party Composition (Multiple Response) April 2012 April 2013 Couple Family Single Group of Friends Did Party Have Lodging Reservations for Stay April 2012 April 2013 Yes Days Transportation Plane Rental Car Personal Car Airport Deplaned SW FL Miami Ft. Laud. Tampa Orlando Length of Stay in Collier County (Days) Days in Collier 3 Copyright PCD

5 Satisfaction with Collier County April 2012 April 2013 Very Satisfied Satisfied Satisfaction Level (Combined) Recommend Collier to Friends/Relatives April 2012 April 2013 Yes Activities Enjoyed in Area (Multiple Response) April 2012 April 2013 Beach Dining Out Relaxing 60.3 Pool Shopping Swimming Sightseeing Visiting with Friends/Relatives Enjoying Nature/Bird Watching/Everglades Sunning Reading Walking Golfing Expense Relative to Expectations April 2012 April 2013 More Expensive Less Expensive As Expected Demographics April 2012 April 2013 Average Age Head of Household (Years) Median Annual Household Income $143,789 $148, Shopping Pool Relaxing Dining Out Beach Satisfied/Recommend Satisfied Recommend Activities Enjoyed in Area (Top Five) Copyright PCD

6 Plan to Return ( Yes) April 2012 April 2013 To Local Area Collier Base Budget April 2012 April 2013 Total $2, $2, Per Person/Trip Per Person/Day Area Information Seen/Read/Heard April 2012 April 2013 Yes Plan to Return To Local Area Directly Influenced by Information (Base: Seen/Read/Heard Area Information) April 2012 April 2013 Yes Why Chose the Area (2013) (Multiple Response) April 2013 Weather 51.2 Beach Area 51.0 Previous Experience 35.3 Quiet/Peaceful/Laid Back 33.5 Relaxing 32.1 Recommendation 28.5 Restaurants 27.6 Outdoor Recreation/Nature 26.7 Business/Meeting/Conference 25.1 Quality of Accommodations 25.0 Appealing Brochures/Websites 23.3 Never Been 22.5 Not Crowded 20.9 Internet Use April 2012 April 2013 Use Internet to Obtain Travel Info for This Trip ( Yes) Book Reservations for Trip Online (Yes) Seen/Read/Heard Yes 95.0 Internet Use 95.9 Use Web for Travel Info This Trip Book Reserv for Trip Online Info. Influenced Yes 5 Copyright PCD

7 Employment Data: * Copyright PCD

8 Monthly Direct Leisure and Hospitality Employment Naples, Marco Island, Everglades Visitor Profile April 2013 Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 25, ,000 23, ,000 21,000 20,000 19,000 18,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec ,700 24,200 24,600 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24, ,300 25,800 25,900 25,100 23,600 22,300 21,100 20,900 20,900 22,300 24,300 25, ,500 26,300 26,600 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector ( ). (In first quarter of 2013, 2011 and 2012 data was revised.) 1 Copyright PCD