Clearwater/Clearwater Beach Visitor Profile and Occupancy: 2009 through 2013

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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA TEL (813) FAX (813) Clearwater/Clearwater Beach Visitor Profile and Occupancy: 2009 through 2013 Fall Season 2013 (September, October, November, December) Prepared for: City of Clearwater Prepared by: Research Data Services, Inc. March 2014

2 Number of Visitors (Commercial Lodging) 203, , , , ,700 Direct Expenditures $137,023,514 $150,558,900 $166,516,800 $191,453,800 $217,516,800 Total Economic Impact $272,896,030 $299,853,100 $331,634,900 $381,299,400 $433,206,500 Estimated Room Nights 406, , , , ,800 Resort Tax Collections $1,638,108 $1,917,030 $1,903,582 $2,283,227 $2,611,504 Occupancy 53.9% 57.1% 58.4% 60.1% 62.8% Average Daily Room Rate $80.66 $85.20 $89.24 $97.44 $ Length of Stay (Days) Away from Home In St. Petersburg/Clearwater Area Party Size (# of People) Type of Party Couple (Traveling without Children) 55.3% 55.6% 56.0% 57.9% 54.5% Family Single

3 Transportation (Multiple Response) (Percentaged to the Base of All Respondents) Plane 79.0% 77.7% 77.9% 78.4% 75.8% Rental Car Personal Car Airport Deplaned (Base: Flew) Tampa International 66.7% 65.2% 65.4% 67.7% 69.2% Orlando International/Sanford St. Petersburg-Clearwater International (PIE) N/A N/A N/A N/A 7.5 Miami International Purpose of Trip (Visitor Survey) (Multiple Response) Vacation 89.7% 83.1% 83.0% 84.9% 83.5% Visit Friends/Relatives Purpose of Trip (Occupancy Survey) Group N/A N/A N/A 19.3% 23.1% First Visit to (% Yes) St. Petersburg/Clearwater Area 41.0% 38.6% 37.0% 40.8% 38.8% Florida

4 Info. Most Helpful to Visit (Open Ended Multiple Response) Internet 87.0% 91.7% 95.5% 94.3% 92.4% A Previous Visit Recommendation Business Contacts Print Media Travel Professional Travel Professional Assisted (% Yes) 21.2% 19.5% 21.6% 19.3% 16.5% Reservations Yes 96.0% 95.7% 93.9% 94.9% 93.4% No Where Stay Night Before St. Petersburg/Clearwater At Home 63.5% 64.9% 67.6% 65.5% 69.9% 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. Petersburg/Clearwater) Orlando 70.6% 66.0% 62.2% 60.9% 56.6% Visit Other Florida Areas This Trip (Overnight Trips Only -- % Yes) 34.1% 31.8% 33.5% 32.9% 29.5% 3

5 *Attractions/Theme Parks Visited (Open Ended Multiple Response) Orlando Theme Parks N/A 22.1% 18.5% 20.0% 18.4% Clearwater Marine Aquarium N/A N/A N/A Busch Gardens Salvador Dali Museum N/A Satisfaction with St. Petersburg/ Clearwater Area Satisfied (Combined) 94.4% 93.7% 95.2% 96.6% 98.1% Area Expense Relative to Expectations More Expensive 4.4% 9.3% 8.9% 9.5% 9.8% Less Expensive As Expected Don t Know Recommend St. Petersburg/ Clearwater Area to Friends/Relatives (% Yes) 93.9% 94.5% 95.4% 95.9% 96.7% Plan to Return (% Yes) To Local Area 89.2% 87.2% 89.9% 91.0% 93.6% Average Age Head of Household (Years) Median Annual Household Income $109,588 $113,116 $110,693 $112,069 $114,662 *Note: survey changed in

6 St. Petersburg/Clearwater Area Message Seen/Read/Heard (% Yes) 50.3% 48.3% 50.5% 53.8% 53.6% Directly Influenced by Message (Base: Seen/Read/Heard Message) 47.3% 49.9% 52.0% 53.4% 53.1% St. Petersburg/Clearwater Area Base Party Budget Total $1, $1, $1, $1, $2, Per Person/Trip $ Per Person/Day $ Occupation Professional/Technical 35.4% 39.6% 41.1% 40.8% 41.0% Executive/Managerial Retired Salesman/Buyer Craft/Mechanical/Factory

7 When Did Visitors Make Reservations for This Trip to the St. Petersburg/Clearwater Area Less than One Month 58.3% 60.4% 60.4% 59.0% 58.4% 1-2 Months Months or More Have Internet Access 95.0% 96.5% 97.0% 98.2% 98.4% Use Internet to: (Base: Respondents who have Internet Access) Obtain Travel Information 97.8% 98.7% 98.8% 99.2% 97.7% Book Travel Services On-line Book Lodging Reservations: (Base: Respondents who Book Travel Reservations On-line) 67.8% 67.0% 66.3% 71.5% 75.0% 6

8 Clearwater/Clearwater Beach Fall 2013 Commercial Lodging Visitor Origins Market Percent of Total Visitation Florida 12.3% Southeast 4.9 Northeast 19.4 Midwest 23.0 Canada 4.4 Europe 31.4 Markets of Opportunity 4.6 7

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