September 2016 Visitor Profile

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RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 26 TAMPA, FLORIDA 3362 TEL (813) 254-2975 FAX (813) 223-2986 Visit St.

1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 26 TAMPA, FLORIDA 3362 TEL (813) FAX (813) Visit St. Petersburg/Clearwater September 216 Visitor Profile Prepared for: Pinellas County Tourist Development Council and Visit St. Petersburg/Clearwater Prepared by: Research Data Services, Inc. November 216

2 St. Petersburg/Clearwater Area Visitor Profile: September 216 Visitation Statistics: Executive Summary: September 216 (Survey Sample: n = 436) 1. For the month of September 216, the St. Petersburg/Clearwater area attracted some 29, overnight visitors (215: 281,5), who spent $218,761,8 in the County, yielding a combined economic impact of $435,686, (+4.7). 2. Pinellas key tourism performance metrics are: Variables 15/ 16 ADR $125.7 $ RevPAR $79.7 $ Occupancy Primary September visitor origins are: Visitor Segments (H/M/C and V F/R) 215 Visitor # September 216 Visitor # 15/ 16 Florida 45,4 42, Southeast 12,667 15, Northeast 54,611 58, +6.2 Midwest 68,968 7, Canada 9,571 7, Europe 79,383 84, Markets of Opportunity 11,26 11, ,5 29, +3. i Copyright 216. PCD

3 St. Petersburg/Clearwater Area Visitor Profile: September This September, Pinellas principally drew visitation from the following domestic DMA s (in rank order): September Rank Tampa/St. Petersburg New York Greater Orlando Area Chicago Boston Philadelphia Atlanta Pittsburgh Indianapolis Washington, D.C Detroit Nearly one of every three September visitors (29.3) chose the St. Petersburg/Clearwater area for the first time (215: 27.5). 6. On their September visit, the typical travel party includes an average of 2.5 people, who stay in the destination for 5.4 days. Transportation: 7. The majority of Pinellas September 216 visitors flew to the area (215: 64.6; 216: 66.4). Two-thirds of these (67.2) report deplaning at Tampa International (TIA) (215: 66.8), while 14.4 arrived via St. Petersburg-Clearwater International (PIE) (215: 13.6). ii Copyright 216. PCD

4 St. Petersburg/Clearwater Area Visitor Profile: September 216 Satisfaction: 8. The majority of visitors (98.3) are satisfied with their stay, with 95.6 planning a future trip to Pinellas (215: 95.4). Information: 9. Fully 92.4 report using the Internet to plan their Pinellas trip, with 78.7 booking reservations online. Management Occupancy Barometer: 1. This September, nearly half of lodging managers (49.6) report their property s three month forward reservation levels as better than last September s (215: 56.1): of Property Managers Reporting Reservations: Up Same Down Don t Know iii Copyright 216. PCD

5 St. Petersburg/Clearwater Area Visitor Profile September 216 Table of Contents I. Section A: September 216 Visitor Dashboard... 1 September 216 Lodging Statistics (Occupancy/ADR)... 2 September 216 Visitor Profile Data... 3 Page II. Section B: Visitor Origin Tracking... 9 Top Feeder Markets (DMA s)... 1 III. Section C: Visitor Origins -- Actual Number of Visitors ( ) Copyright 216. PCD

2 $161,793,2 $17,236,1 +5.2 V F/R Exp. 1,56,94,4 1,21,483,8 1,225,65,9 +2. 47,87,2 48,525,7 +3.1 Exp. $4,646,463,7 $3,672,36,8 $3,849,589,1 +4.8 $28,88,4 $218,761,8 +4.7 Eco.

) September Origin CY Share of 215 Share of 216 Vis. H/M/C/C & V F/R 215 * Visitor # * Visitor # * 15/ 16 Market Visitor # Market Visitor # 15/ 16 Florida 77,996 579,132 584,38 +.8 16. 45,4 14.

4 7,76 +2.6 Canada 335,751 263,443 248,628-5.6 3.4 9,571 2.6 7,54-21.2 Europe 1,146,672 821,79 819,722 -.2 28.2 79,383 29. 84,1 +5.9 U.S. Opp. Mkts 196,493 139,757 138,13-1.2 4. 11,26 3.9 11,31 +.

Visitors Expenditures (in Thousands) (in Millions) # $ 225 198.6 25.9 2 2 175 161.8 17.2 175 15 15 125 125 1 82.9 84.1 1 75 75 48.5 47.

6 St. Petersburg/Clearwater Area Visitor Profile September 216 Overnight Visitation: Year-to-Date (Jan. Sept.) (H/M/C/C & V F/R) September (H/M/C/C & V F/R) CY 215 * 215 * 216 * 15/ 16 15/ 16 H/M/C/C Visitors 3,429,3 2,739,4 2,823, ,6 25, V F/R Visitors 2,768,2 2,135,6 2,152, ,9 84, Visitors 6,197,5 4,875, 4,976, ,5 29, +3. H/M/C/C Exp. $3,86,369,3 $2,47,823, $2,623,938, $161,793,2 $17,236, V F/R Exp. 1,56,94,4 1,21,483,8 1,225,65, ,87,2 48,525, Exp. $4,646,463,7 $3,672,36,8 $3,849,589, $28,88,4 $218,761, Eco. Impact $9,253,897,1 $7,313,766,3 $7,666,841,5 k: $416,6,2 $435,686, k: Room Nights (e)* 7,31,8 5,731,1 5,751, , 473,7 +3. *Based on Industry REVPAR Year-to-Date (Jan. Sept.) September Origin CY Share of 215 Share of 216 Vis. H/M/C/C & V F/R 215 * Visitor # * Visitor # * 15/ 16 Market Visitor # Market Visitor # 15/ 16 Florida 77, , , , , Southeast 47,93 321, , , , Northeast 1,421,525 1,121,56 1,148, , , +6.2 Midwest 1,83,37 1,468,338 1,51, , , Canada 335, , , , , Europe 1,146, ,79 819, , , U.S. Opp. Mkts 196, , , , , Latin American 178,6 159,1 2, n/a n/a n/a n/a n/a 6,197,5 4,875, 4,976, , , +3. Please Note: Latin American Visitor numbers published seasonally only. Visitors Expenditures (in Thousands) (in Millions) # $ H/M/C/C V F/R H/M/C/C V F/R September Economic Impact Direct Exp. Indirect/Induced Eco. Impact $5,, 416,6,2 435,686, $4,, $3,, 27,125,8 216,924,2 $2,, $1,, 28,88,4 218,761,8 $ # September Visitor Origins (in Thousands) FL SE NE MW CAN EUR MO 1 Copyright 216. PCD

83.5 +1.8 123.15 132.92 137.95 +3.8 July 82.9 83.9 86.5 +3.1 122.6 134.9 145.23 +7.7 August 68.9 69.9 68.6-1.9 122.96 126.85 13.61 +3. September 6.5 62.9 63.4 +.8 114. 125.7 132.8 +5.1 October 71.

7 St. Petersburg/Clearwater Area Visitor Profile September 216 Occupancy: Occupancy ADR Industry (Weighted) / / 16 January $ $ $ February March April May June July August September October November December Sept. Occ./ADR: < 2 units $ $ units units units Condo/Vac. Home/Villa $ $ Seasonal Averages Occupancy ADR Industry (Weighted) / / 16 Winter Season (Jan-Apr) $ $ $ Spr/Sum Season (May-Aug) Fall Season (Sep-Dec) Annual June July Aug Sep June July Aug Sep $ Industry Occupancy Industry Room Rates Copyright 216. PCD

8 St. Petersburg/Clearwater Area Visitor Profile September 216 St. Petersburg/Clearwater Area: September 216 Visitor Profile Copyright 216. PCD

4 Rental Car 53.7 56.5 Personal Car 35.4 32.9 Europe Airport Deplaned (Base: Flew) Tampa International 66.8 67.2 36. 4.4 St. Petersburg-Clearwater International 13.6 14.

8 Greater Orlando Area 19.1 16.8 48.5 43.1 St. Petersburg/Clearwater 11.1 14.2 n/a n/a Miami/Fort Lauderdale 4.2 4.9 9.1 9.

9 St. Petersburg/Clearwater Area Visitor Profile September 216 Visitor Profile: Length of Stay (Days) Away from Home In the St. Petersburg/Clearwater Area Party Size Number of People Party Composition Couple (Traveling without Children) Family Single Transportation (Multiple Response) (Percentaged to the Base of All Respondents) Plane Rental Car Personal Car Europe Airport Deplaned (Base: Flew) Tampa International St. Petersburg-Clearwater International n/a n/a Orlando International/Sanford Miami/Fort Lauderdale International Car Rental Location (Base: Rented a Car) Tampa Greater Orlando Area St. Petersburg/Clearwater n/a n/a Miami/Fort Lauderdale Europe Days Purpose of Trip Length of Stay (Days) Vacation Away/Home Visit with F/R St. Pete/Clw Transportation Plane Rental Personal Car Airport Deplaned Tampa PIE Orlando Miami 3 Copyright 216. PCD

Pete/Clw Area ( Yes) New Market Share Gain from Florida TOTAL 4 29.3 27.5 3 Europe Information Most Helpful to Visit (Open Ended Multiple Response) Internet 89.4 88.1 92. 89. Previous Visit 61.7 59.

10 St. Petersburg/Clearwater Area Visitor Profile September 216 Purpose of Trip (Multiple Response) A. Profile Data Vacation Visit with Friends/Relatives B. Occupancy Survey Data Group n/a n/a Europe First Visit to ( yes) St. Petersburg/Clearwater Area Florida First Visit to St. Pete/Clw Area ( Yes) New Market Share Gain from Florida TOTAL Europe Information Most Helpful to Visit (Open Ended Multiple Response) Internet Previous Visit Recommendation Print Media Travel Professional Special Event n/a n/a Business Web Information Most Helpful (Top Four) Prev. Visit Recom. Print Media 4 Copyright 216. PCD

Pete/Clearwater) 2.9 2.4 65. 66.7 On Road (Not in Florida) 9.3 1.9 7.1 2.

85.3 75.8 Visit Other Florida Areas This Trip Overnight Trips Only -- Yes 29.6 31. 74.5 75.

11 St. Petersburg/Clearwater Area Visitor Profile September 216 Europe Made Lodging Reservations Yes No Where Stay Night Before St. Petersburg/Clearwater Area At Home In Florida (Not in St. Pete/Clearwater) On Road (Not in Florida) Where in Florida (Base: Respondents in Florida Night Prior to Arriving in St. Pete/Clw Area) Orlando/Attractions Visit Other Florida Areas This Trip Overnight Trips Only -- Yes Made Reservations Yes No Where Stay Night Before St. Pete/Clw Area At Home In Florida On Road 5 Copyright 216. PCD

Petersburg/Clearwater Satisfied (Combined) 97.3 98.3 98.4 97.2 Europe Expense Relative to Expectations More Expensive 8.4 12.4 12.5 14.3 Less Expensive 12.1 1.4 7.9 5.9 As Expected 78.5 74.2 72.8 72.

7 9 8 7 6 5 4 3 2 1 24 21 18 15 12 9 6 3 1 Attractions/Theme Parks Visited (Top Four) 8.4 23.9 21.9 Orlando Parks 14.5 13.7 12.1 11.9 Clwtr Aquarium 12.4 12.1 1.4 Busch Gardens 78.5 74.2 7.9 6.6 Tarpon Springs Expense Relative to Expectations 1.

12 St. Petersburg/Clearwater Area Visitor Profile September 216 Europe Attractions/Theme Parks Visited (Open Ended Multiple Response) Orlando Theme Parks Clearwater Marine Aquarium Busch Gardens Tarpon Springs Fort Desoto n/a n/a The Dali Museum Satisfaction with St. Petersburg/Clearwater Satisfied (Combined) Europe Expense Relative to Expectations More Expensive Less Expensive As Expected Don t Know Recommend St. Petersburg/Clearwater Area to Friends/Relatives Yes Plan to Return ( Yes) To Local Area Attractions/Theme Parks Visited (Top Four) Orlando Parks Clwtr Aquarium Busch Gardens Tarpon Springs Expense Relative to Expectations More Less Same Don't Know Plan to Return Demographics Average Age Head of Household Median Annual Household Income $111,957 $19,68 $111,181 $114, To Local Area 6 Copyright 216. PCD

9 $848.25 Food/Entertainment 771.1 746.44 Retail Purchases 283.38 29.73 45 Yes 45 Yes St. Pete/Clw Area Base Budget Per Person/Stay $757.43 $768.7 Per Person/Day 135.26 142.35 Party/Trip $1,969.

13 St. Petersburg/Clearwater Area Visitor Profile September 216 Europe St. Pete/Clw Message Seen/Read/Heard Yes Seen/Read/Heard Message Influenced Directly Influenced by Message (Base: Seen/Read/Heard Area Message) Yes Party Budget Breakdown (By Category) Accommodations $841.9 $ Food/Entertainment Retail Purchases Yes 45 Yes St. Pete/Clw Area Base Budget Per Person/Stay $ $768.7 Per Person/Day Party/Trip $1, $1, Occupation Professional/Technical Executive/Managerial Retired Salesman/Buyer Craft/Mechanical/Factory $ Budget Breakdown Accom Food/Ent Retail 7 Copyright 216. PCD

14 St. Petersburg/Clearwater Area Visitor Profile September 216 When Visitors Made Reservations for This Trip to the St. Pete/Clw Area Less than One Month Months Months or More Used Internet to Obtain Travel Info for this Trip Yes Book Reservations for Trip Online Yes When Made Reservations < 1 month 1-2 months 3 months + Internet Use For Trip Occupancy Survey Data 216: Compared to the same time in 215, OVER THE NEXT THREE MONTHS, properties report reservations: Up Same Down Don t Know Obtain Travel Info 78.2 Book Reserv Copyright 216. PCD

6-16. -6.6-1. -4. Southeast +8.9 +1.4 +4.7 +5. +14.9 +11.4 +6.3 +9.2 +9.4 +12.1 +12.6 +9.4 Northeast +1.9-1.1 +2.6 +7.8 +13.8 +6.8 +7.3 +5.8 +4.9 +9.1 +1.1 +8.6 Midwest +1.2 +4.9 +2.5 +6.6 +.3 +6.

7 +12.7 +9.3 +5.5 +1.7 +3.9 +12.4 TOTAL +6.3 +4.6 +1.6 +5. +6. +4.7 +4.4 +3.6 +2.7 +5.1 +6.5 +7.

3 +13.7 +4.4-7.7 +1.9-7.3 -.4 +2.5 +9.2 -.2 Northeast +8.5 +7.5 +2.2 +1. +6.6 +2.5 +5.1 +3.6 +1.1 +6.8 +8.6 +8.7 Midwest +9.2 +7.9 +3.2 +6. +7.6 +5.7 +7.2-1.4 +1.7 +7.1 +1.1 +3.6 Canada -3. -4.4-3.

15 St. Petersburg/Clearwater Area Visitor Profile September Copyright 216. PCD St. Petersburg/Clearwater Area Visitor Origins Percent Change (By Same Month Last Year) Origin Mkt Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Europe Mkts Opp TOTAL Percent Change (By Same Month Last Year) Origin Mkt Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Europe Mkts Opp TOTAL Percent Change (By Same Month Last Year) Origin Mkt Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Florida Southeast Northeast Midwest Canada Europe Mkts Opp TOTAL Changes in Visitation (by Month) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 15/16 14/15 13/

16 St. Petersburg/Clearwater Area Visitor Profile September 216 Top U.S. Feeder Markets Comparison (September 215/216) September Tampa/St. Petersburg New York Greater Orlando Area Chicago Boston Philadelphia Atlanta Pittsburgh Indianapolis Washington, D.C Detroit Copyright 216. PCD

17 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins '9-'1 211 '1-' Florida '11-' '12-' '13-' '14-' Jan. 5,773 5, , , , , , , Feb. 13,473 13, , , , , , , Mar. 31,69 33, , , , , , , Apr. 63,761 73, , , , , , ,52-1. Win. 114,76 126, , , , , , , May 45,911 42, , , , , , , Jun. 94,916 13, , , , , , , Jul. 138, , , , , , , , Aug. 66,731 88, , , , , , , Sp./Sm. 346,55 383, , , , , , , Sept. 4,743 38, , , , , , , Oct. 28,2 34, , , , , , Nov. 3,52 33, , , , , , Dec. 37,814 35, , , , , , Fall 137,61 141, , , , , , , , , , , , , '15-'16 * Please Note: Annual and seasonal figures are calculated to include Latin American visitors. 11 Copyright 216. PCD

18 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Southeast '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 16,315 17, , , , , , , ,158 1, , , , , , , ,448 19, , , , , , , ,423 3, , , , , , , ,344 78, , , , , , , ,998 28, , , , , , , ,561 56, , , , , , , ,23 61, , , , , , , ,978 23, , , , , , , ,767 17, , , , , , , ,78 9, , , , , , , ,471 22, , , , , , ,689 12, , , , , , ,989 24, , , , , , ,929 68, , , , , , ,4 317, , , , , , Copyright 216. PCD

19 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Northeast '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 68,774 65, , , , , , , , , , , , , , , ,584 17, , , , , , , ,69 225, , , , , , , ,9 575, , , , , , , ,975 84, , , , , , , ,55 84, , , , , , , ,568 74, , , , , , , ,459 65, , , , , , , ,57 39, , , , , , , ,91 41, , , , , , , ,263 74, , , , , , ,957 7, , , , , , ,738 91, , , , , , , , , , , , , ,186,925 1,162, ,215, ,251, ,274, ,354, ,421, Copyright 216. PCD

20 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Midwest '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 82,83 86, , , , , , , ,223 1, , , , , , , , , , , , , , , , , , , , , , , ,91 71, , , , , , , ,82 121, , , , , , , ,863 14, , , , , , , , , , , , , , , ,419 92, , , , , , , , , , , , , , , ,657 5, , , , , , , ,13 15, , , , , , ,74 59, , , , , , ,43 1, , , , , , , , , , , , , ,459,122 1,53, ,559, ,587, ,68, ,73, ,83, Copyright 216. PCD

21 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Canada '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 2,833 21, , , , , , , ,531 34, , , , , , , ,585 76, , , , , , , ,79 63, , , , , , , ,28 196, , , , , , , ,524 14, , , , , , , ,227 1, , , , , , , ,747 17, , , , , , , ,811 1, , , , , , , ,39 53, , , , , , , ,19 9, , , , , , , ,92 1, , , , , , ,74 19, , , , , , ,649 3, , , , , , ,815 69, , , , , , , , , , , , , Copyright 216. PCD

22 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Europe '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 44,929 32, , , , , , , ,775 31, , , , , , , ,379 39, , , , , , , , , , , , , , , , , , , , , , , ,215 59, , , , , , , ,369 16, , , , , , , , , , , , , , , ,49 8, , , , , , , ,42 361, , , , , , , ,351 58, , , , , , , ,487 97, , , , , , ,346 66, , , , , , ,397 99, , , , , , , , , , , , , ,832 91, , , ,15, ,81, ,146, Copyright 216. PCD

23 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Markets of Opportunity '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 11,546 1, , , , , , , ,858 8, , , , , , , ,552 9, , , , , , , ,828 15, , , , , , , ,784 43, , , , , , , ,457 11, , , , , , , ,39 17, , , , , , , ,741 15, , , , , , , ,912 14, , , , , , , ,419 58, , , , , , , ,118 8, , , , , , , ,445 14, , , , , , ,428 11, , , , , , ,583 2, , , , , , ,574 53, , , , , , , , , , , , , Copyright 216. PCD

24 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall Latin America '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a 6,27 5, , , , , , , -2.3 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a 19,4 21, , , , , , , n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a 2,7 3, , , , , , ,37 29, , , , , , Copyright 216. PCD

25 St. Petersburg/Clearwater Area Hotel/Motel/Condo/Campground and V F/R Visitor Origins Jan. Feb. Mar. Apr. Win. May Jun. Jul. Aug. Sp./Sm. Sept. Oct. Nov. Dec. Fall TOTAL '9-'1 211 '1-' '11-' '12-' '13-' '14-' '15-'16 251, 239, , , , , , , ,6 312, , , , , , , ,2 62, , , , , , , ,2 794, , , , , , , ,94,27 1,954, ,995, ,8, ,17, ,198, ,312, ,38, ,9 363, , , , , , , ,3 518, , , , , , , ,3 555, , , , , , , ,8 376, , , , , , , ,83,7 1,835, ,925, ,2, ,5, ,177, ,28, ,377, ,74 215, , , , , , , ,7 36, , , , , , ,7 273, , , , , , ,6 4, , , , , ,22,44 1,251, ,314, ,351, ,421, ,59, ,64, ,991,41 5,41, ,235, ,435, ,579, ,885, ,197, Copyright 216. PCD

March 2011 Visitor Profile

RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA 33602 TEL (813) 254-2975 FAX (813) 223-2986 Visit St. Petersburg/Clearwater March 2011 Visitor Profile Prepared