Fourth Quarter 2013 Visitor Profile (October December) 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) Fourth Quarter 2013 Visitor Profile (October December) Amelia Island Tourist Development Council Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. February 2014

2 H/M/C/C Visitor Statistics * CY Annual 2012 CY Annual / 13 Q Q / 13 Visitors (#) 461, , , , Direct Expenditures ($) $278,078,500 $334,634, $60,701,600 $74,463, Total Economic Impact ($) $365,868,052 $440,279, $79,865,100 $97,971, * 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, , ,624 25, / 13 Southeast 194, , ,539 46, Northeast 66,887 76, ,012 14, Midwest 68,968 78, ,316 19, Foreign 16,674 19, ,803 3, Markets of Opportunity 22,307 23, ,806 6, Total 461, , , , # Visitor Origins (in Thousands) FL SE NE MW FOR MO Fourth Quarter 2013 Visitor Origin Distribution () FL 22.2 SE 16.6 NE 12.4 Occupancy MW FOR MO 1 Occupancy and ADR ** October November December Occupancy Occupancy Occ. ( 12/ 13) ADR 2013 $ $ $ ADR ADR ( 12/ 13) RevPAR 2013 $ $96.87 $62.81 RevPAR RevPAR ( 12/ 13) ** Source: Smith Travel Research 2012 Update 8 6 $ October November December Room Rates October November December

3 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 , , ,033 46, , , 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 , , , , , , Copyright PCD

4 FOURTH QUARTER TOP ORIGINS ( ) States of Origin DMA s 2012 Rank 2013 Rank 2012 Rank 2013 Rank Florida 1 1 Atlanta 2 1 Georgia 2 2 Jacksonville 1 2 South Carolina 4 3 New York/New Jersey 5 3 North Carolina 3 4 Greater Orlando Area 3 4 New York/New Jersey 9 5 Tampa/St. Petersburg 4 5 Virginia 7 6 Miami/Ft. Lauderdale 7 6 Ohio 6 7 Greenville/Spartanburg 8 7 Massachusetts 10 8 Columbia, S.C Pennsylvania 8 9 Washington, D.C. 9 9 Tennessee 5 10 Charlotte Boston

5 n = 552 n = 570 Length of Stay (Days) In Amelia Island 3.9 days 4.1 days Party Size (# of People) 2.5 people 2.6 people Travel Party (Multiple Response) Couple 56.5 Family Single Group of Friends Extended Family Have Children or Young Adults in Immediate Travel Party ( Yes) Transportation Mode (Multiple Response) Personal Car/RV Plane Rental Car Days Length of Stay (Days) Personal Car/RV In Amelia Island Transportation Plane Rental 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 Wedding/Honeymoon Special Event/Festival Purpose of Trip (Top Four) Vacation Getaway Friends/ Relatives Business/ Conf/Mtg 4

6 n = 552 n = 570 First Visit to ( Yes) Amelia Island Florida Other Southeast Areas Considered for this Trip (Multiple Response) Considered Only Amelia Island St. Augustine/Ponte Vedra Jacksonville Area Savannah 9.4 Florida Keys Hilton Head Orlando Jekyll Island Why Chose Amelia Island (Multiple Response) Beach Never Been/Try Something New Hotel/Accommodations Weather Appealing Brochures/Websites Recommendation Nature/Environment Visiting with Friends/Family Previous Experience Business/Meeting Love/Like the Area Convenient Location Family Oriented Area History Attractions Event First Visit to Amelia Island New Market Share Gain from Florida Total Other Areas Considered (Top Four) St. Augustine Jacksonville Savannah Florida Keys Why Chose Amelia Island (Top Four) Beach Never Been Hotel Weather 5

7 n = 552 n = 570 Information Most Helpful to Visit (Multiple Response) Internet Recommendation Previous Visit Hotel/Accommodations Print Media Family Business/Conference/Meeting Maps Special Event Travel Planning Window (2013) How Far in Advance Start Planning Trip days How Far in Advance Book Reservations for Trip days Satisfaction with Amelia Island Very Satisfied Satisfied Satisfaction Level (Very Satisfied + Satisfied) Recommend Amelia Island to Friends/Relatives Yes Plan to Return ( Yes) To Local Area Demographics Average Age Head of Household (Years) Median Annual Household Income $117,968 $119,131 Seen/Read/Heard Amelia Island Information ( Yes) Influenced by Amelia Island Information (Base: Respondents Reporting Seen/Read/Heard Information) Amelia Island Base Budget Total $1, $1, Per Person/Trip Per Person/Day Information Helpful to Visit (Top Four) Satisfaction with Amelia Island Internet Recomm Previous Visit Satisfied Very Satisfied Total Seen/Read/Heard Information Fourth Quarter 2012 Fourth Quarter Yes 6 Hotel/ Accomm Information Influenced Fourth Quarter 2012 Fourth Quarter Yes

8 n = 552 n = 570 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) Dining Out Beach Historic Downtown Relaxing Shopping Walking on the Beach Sight-Seeing Pool Reading State Parks Shelling Wildlife/Environment Swimming Visiting with Friends/Relatives Antiquing Bars/Nightlife Art Galleries Water Cruise Exercising Farmers Market Fishing Golfing Obtain Info on Web for Trip Internet Use Book Travel this Trip on Web Activities Enjoyed (Top Four) Dining Out Beach Historic Downtown Relaxing 7

9 Attributes that Describe Amelia Island Well n = 552 n = 570 Clean Environment Attributes that Describe Amelia Island (Top Five) Good Food & Restaurants Safe Destination Beautiful Beaches Historic Downtown Clean Environment Good Food Complete Relaxation A Romantic Place Upscale Accommodations Family Friendly Good Value for the Money State Parks Activities for All Ages Safe Destination Beautiful Beaches Historic Downtown Art Galleries Good Golfing Good Fishing Good Water Sports