Fall 2013 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau

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1 Fall 2013 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau Prepared for: Alabama Gulf Coast Convention and Visitors Bureau Prepared by: Evans - Klages, Inc. January 2014

2 Visitor Profile Parameters The Visitor Profile information is a result of ongoing direct interviews conducted by the market research firm Evans-Klages, Inc. The target participants in the survey are people staying in overnight, paid accommodations for periods of 1 29 days. Groups not included in this definition of a visitor are: Local-area beach visitors ( day-trippers ); People visiting family and/or friends in their homes; People staying in their own second home or condominium; or Part-time residents who stay in the area for periods of 30 days or longer ( snowbirds ).

3 Fall 10 Fall 11 Fall 12 Fall Number of Visitors 278, , , , Visitor Expenditures $99,065,300 $113,067,500 $116,566,200 $130,132, Regional Distribution of Visitors NE 0.3 MW 8.3 SW 4.6 MO 1.5 Regional Visitor Distribution Fall 10 Fall 11 Fall 12 Fall 13 Alabama Southeast Northeast Midwest Southwest Markets of Opportunity Total SE 42.4 AL 42.9 Fall 2010 Fall 2011 Fall 2012 Fall 2013 Lodging Occupancy Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Condominium Market , , , ,384 Hotel/Motel Market , , , ,943 Average Daily Rate Fall 2010 Fall 2011 Fall 2012 Fall 2013 Condominium Market $ $ $ $ Hotel/Motel Market Evans - Klages, Inc Fall 2013

4 TOP GSH/ORB DOMESTIC FEEDER MARKETS Fall Season (September, October) Core Origin Markets Fall 2010 Fall 2011 Fall 2012 Fall Rank 10 Rank 11 Rank 12 Rank 1. Birmingham Huntsville/Decatur Mobile New Orleans Atlanta Nashville Montgomery/Selma Tuscaloosa ** ** ** ** Baton Rouge Jackson, MS ** Please Note: Not in Top Ten Listing Evans - Klages, Inc Fall 2013

5 TOP U.S. STATES Fall Season (September, October) Core Origin States Fall 2010 Fall 2011 Fall 2012 Fall Rank 10 Rank 11 Rank 12 Rank 1. Alabama Louisiana Mississippi Tennessee Georgia Kentucky Florida Texas Arkansas Illinois Evans - Klages, Inc Fall 2013

6 Transportation Mode (Multiple Response) Personal Car/RV Rental Car Plane Major Highways Used to Reach Area (Multiple Response) Interstate Interstate U.S. Highway Interstate From Pensacola Purpose of Trip (Primary Reason) Vacation Visit Friends/Relatives Business/Meeting/Conference Fishing Golfing First Visit to Gulf Shores/Orange Beach Transportation Personal Car/ RV Rental Car Plane Major Highways Used to Reach Area I-65 I-10 US 98 I-85 From Pensacola Purpose of Trip Vacation V F/R Bus./Mtg Evans - Klages, Inc Fall 2013

7 Average Repeat Visits to GSH/ORB over past 5 years (Base: Repeat Visitors) 4.8 trips 4.9 trips 5.3 trips 5.2 trips Information Sources (Multiple Response) Internet Previous Visit Recommendation by Friend/Relative Vacation/Travel Guides Brochures Convention and Visitors Bureau Assisted by Travel Professional Reservations Before Arriving in Area None Length of Stay in GSH/ORB (days) Vacation Trips Get-away Trips Party Size (Immediate Travel Party) Party Composition (Multiple Response) Couple Family Group of Couples/Friends Single With Business Associates Traveling with Children Yes No Information Sources (Top Five) Web Prev. Recom. Guides Broch Before Reservations Fall '12 Fall' None Party Composition Couple Family Group Single Bus. Assoc. Evans - Klages, Inc Fall 2013

8 Who First Suggested Our Area for this Trip (Multiple Response) Self Family Spouse/Companion Friend Female Recommending Other Beach Areas Considered (Multiple Response) Florida South Carolina Mississippi North Carolina n/a Texas Georgia None Why Choose GSH/ORB (Multiple Response) Nice Beaches Close to Home/Convenient Location Reasonable Rates Food/Restaurants Familiar/Previous Visit Not Crowded/Commercial Family Oriented Quiet/Laid Back Accommodations Weather Safe Area Recommended by Friend/Relative Attractions Visited (Multiple Response) Tanger Mall Gulf State Park The Wharf Fort Morgan The Track Alabama Gulf Coast Zoo Pensacola Naval Museum Battleship USS Alabama Dauphin Island Bon Secour Wildlife Refuge Mobile Bay Ferry None Evans - Klages, Inc Fall 2013 Who First Suggested Our Area for the Trip Self Family Spouse Friend Why Choose Gulf Shores/Orange Beach (Top Five) Beaches Close Rates Food Prev. Visit Attractions Visited (Top Four) Tanger Gulf St. Park Wharf Ft. Morgan

9 Satisfaction with GSH/ORB Very Satisfied Satisfied Satisfaction Level Activities Enjoyed in GSH/ORB (Multiple Response) Beaches Dining Out Relaxing Shopping Attractions Sight Seeing Pool Wildlife/Environment Visiting with Friends/Relatives Fishing Miniature Golf Photography Bars/Night Life Golfing Seafood/Shrimp Fest Satisfaction/Recommend Gulf Shores/Orange Beach Satisfied Recommend Activities Enjoyed (Top Four) Beaches Dining Out Relaxing Shopping Recommend GSH/ORB to Friends/Relatives ( yes) Plan to Return ( yes) To Local Area Median Age Head of Household (years) Median Annual Household Income * $72,026 $77,814 $74,511 $76,318 * Please Note: Median Household Income After Taxes Evans - Klages, Inc Fall Plan to Return To Local Area

10 Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1, $1, $1, $1, Per Person/Trip Per Person/Day Visitor Party Budget Breakout (GSH/ORB Stay) Accommodations $ $ $ $ Food/Entertainment Retail/Grocery Miscellaneous Exp $ Budget Breakout Accomm Food/Ent Retail Misc. See/Hear/Read Message Influenced by Message Fall Total First Time Repeat See/Read/Hear GSH/ORB Beach Message Influenced by GSH/ORB Message (Base: Respondents Reporting See/Read/Hear Message) Yes Yes Occupation Professional/Technical Executive/Managerial Retired Self-Employed Craft/Factory Salesman/Buyer Occupation (Top Four) Prof/Tech Exec/Mgr Retired Self-Empl. Evans - Klages, Inc Fall 2013

11 Influential Factors in Choosing Gulf Shores/Orange Beach White, Sandy Beaches Complete Relaxation Good Value for the Money Safe Destination I Can Drive There With My Family Clean, Unspoiled Environment Warm Weather Reasonably Priced Lodging Good Restaurants/Dining Out Family Atmosphere Uncommercialized Beaches Sunning on the Beach Safe Beaches for Children Upscale Accommodations Romantic Place Shopping Good Fishing Good Boating Good Golfing Influential Factors (Top Five) 90.7 Beaches Relax Value Safe Can Drive Evans - Klages, Inc Fall 2013

12 Requested Additional Information About Area for Trip (Multiple Response) Did not request information Accessed Accessed individual hotel/motel/condominium website Accessed destination sites for Gulf Shores/Orange Beach Accessed an Internet travel site Called a hotel/motel/condominium toll-free number Called the CVB toll-free number Planning/Reservation Window Analysis Days to Arrival Reservation Started Talking Decided Total Seek Out Travel Information On-Line (BASE: Those with Internet Access) Used the Internet to Gather Travel Information for this Trip (BASE: Those who Seek Travel Information On-Line) First Time Repeat Booked Reservations for this Trip on the Internet (BASE: Those who Seek Travel Information On-Line) Accessed the Website (BASE: Those who Seek Travel Information On-Line) days Fall 2012 Fall 2013 Evans - Klages, Inc Fall 2013

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