First Quarter 2014 Visitor Profile (January March) 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) First Quarter 2014 Visitor Profile (January March) Amelia Island Tourist Development Council Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. June 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, $74,055,600 $90,339, Total Economic Impact ($) $365,868,052 $440,279,200 k: $97,435,000 $118,859,400 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, , ,752 21, / 14 Southeast 194, , ,471 48, Northeast 66,887 76, ,540 28, Midwest 68,968 78, ,318 25, Foreign 16,674 19, ,476 10, Markets of Opportunity 22,307 23, ,643 4, Total 461, , , , Occupancy and ADR ** January February March Visitor Origins (in Thousands) # FL SE NE MW FOR MO First Quarter 2014 Visitor Origin Distribution () Occupancy FL SE NE MW FOR MO 1 Occupancy Occupancy Occ. ( 13/ 14) ADR 2014 $ $ $ ADR ADR ( 13/ 14) RevPAR 2014 $83.75 $ $ RevPAR RevPAR ( 13/ 14) ** Source: Smith Travel Research 2013 Update 8 6 $ January February March Room Rates January February March

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 , , , , , ,

4 FIRST QUARTER TOP ORIGINS ( ) States of Origin DMA s 2013 Rank 2014 Rank 2013 Rank 2014 Rank Georgia 2 1 Atlanta 3 1 Florida 1 2 Jacksonville 1 2 North Carolina 6 3 Greater Orlando Area 4 3 New York/New Jersey 4 4 New York/New Jersey 2 4 South Carolina 9 5 Boston -- 5 Ohio 5 6 Chicago 7 6 Illinois 7 7 Philadelphia 8 7 Pennsylvania 3 8 Tampa/St. Petersburg 6 8 Massachusetts -- 9 Raleigh/Durham -- 9 Maryland Charlotte Savannah

5 n = 681 n = 730 Length of Stay (Days) In Amelia Island 4.0 days 4.1 days Party Size (# of People) 2.6 people 2.7 people Travel Party (Multiple Response) Couple Family Extended Family Single Group of Friends 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 Business/Conference/Meeting Visit with Friends and Relatives Special Event/Festival Wedding/Honeymoon Days Personal Car/RV Length of Stay (Days) Transportation Purpose of Trip (Top Four) In Amelia Island Plane Rental Vacation Getaway Business/ Conf/Mtg Friends/ Relatives 4

6 n = 681 n = 730 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 Orlando Jekyll Island Hilton Head Florida Keys Miami Daytona Why Chose Amelia Island (Multiple Response) Beach Appealing Brochures/Websites Never Been/Try Something New Convenient Location Weather Love/Like the Area History 18.0 Recommendation Nature/Environment Previous Experience Family Oriented Area Business/Meeting Attractions On the Way/Enroute Hotel/Accommodations Golfing Visiting with Friends/Family Fishing First Visit to Amelia Island New Market Share Gain from Florida Total Other Areas Considered (Top Four) St. Augustine Jacksonville Savannah Orlando 6 Why Chose Amelia Island (Top Four) Travel Planning Window (2014) How Far in Advance Start Planning Trip days How Far in Advance Book Reservations for Trip days Beach Appealing Brochures Never Been Convenient Location 5

7 6 n = 681 n = 730 Information Most Helpful to Visit (Multiple Response) Internet Previous Visit Recommendation Hotel/Accommodations Print Media Business/Conference/Meeting Maps Family Special Event 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 $122,636 $122,910 Seen/Read/Heard Amelia Island Information ( Yes) Influenced by Amelia Island Information (Base: Respondents Reporting Seen/Read/Heard Information) Avg. Party Budget Breakdown Accommodations -- $ Restaurant Food/Beverage Grocery Store Admissions to Attractions Other Entertainment Retail Purchases Miscellaneous Amelia Island Base Budget Total $1, $1, Per Person/Trip Per Person/Day Information Helpful to Visit (Top Four) Internet Previous Visit Recom. Satisfaction with Amelia Island Seen/Read/Heard Information Hotel Satisfied Very Satisfied Total First Quarter 2013 First Quarter Yes 6 Information Influenced First Quarter 2013 First Quarter Yes

8 n = 681 n = 730 Used Internet to Get Travel Information for this Trip ( Yes) Internet Use Booked Travel for this Trip on the Internet ( Yes) Activities Enjoyed in Area (Multiple Response) Dining Out Historic Downtown Beach Relaxing Walking on the Beach Shopping State Parks Sight-Seeing Reading Wildlife/Environment 24.6 Shelling Visiting with Friends/Relatives 18.0 Art Galleries Antiquing Exercising Pool Attractions Bars/Nightlife Farmers Market Swimming Water Cruise Golfing Photography Bird Watching Fishing Obtain Info on Web for Trip Book Travel this Trip on Web Activities Enjoyed (Top Four) Dining Out Historic Downtown Beach Relaxing 7

9 Attributes that Describe Amelia Island Well n = 681 n = 730 Historic Downtown Attributes that Describe Amelia Island (Top Five) First Quarter 2014 First Quarter 2013 Safe Destination Clean Environment Good Food & Restaurants Beautiful Beaches Upscale Accommodations Family Friendly Complete Relaxation A Romantic Place State Parks Good Value for the Money Activities for All Ages Good Golfing Good Fishing Good Water Sports Art Galleries Beautiful Beaches Good Food Clean Environment Safe Destination Historic Downtown