Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau

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1 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau Prepared for: Alabama Gulf Coast Convention and Visitors Bureau Prepared by: Evans - Klages, Inc. December 2012

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 Regional Distribution of Visitors Fall 2011 Winter 2011 Spring 2012 Summer 2012 Alabama Southeast Northeast Midwest Southwest Markets of Opportunity Total Economic Impact Estimates Fall 2011 Winter 2011 Spring 2012 Summer 2012 Occupancy Condominium Market Occupancy Hotel/Motel Market ADR Condominium Market $ $76.04 $ $ ADR Hotel/Motel Market $ $81.16 $ $ Top U.S. Feeder Markets (By Season) Fall 2011 Winter 2011 Spring 2012 Summer 2012 Core Origin Markets Core Origin Markets Core Origin Markets Core Origin Markets 1. Birmingham Birmingham Birmingham Birmingham Huntsville/Decatur Mobile/Pensacola Mobile/Pensacola Huntsville/Decatur Mobile/Pensacola Huntsville/Decatur Huntsville/Decatur New Orleans Nashville New Orleans Nashville Mobile New Orleans Montgomery/Selma New Orleans Nashville Baton Rouge Atlanta Montgomery/Selma Memphis Jackson, MS Nashville Atlanta Atlanta Montgomery/Selma Baton Rouge Baton Rouge Montgomery Atlanta Jackson, MS Jackson, MS Baton Rouge Tuscaloosa Tuscaloosa Tuscaloosa Jackson, MS Lafayette, LA Memphis Louisville 3.2 Total 65.1 Total 54.9 Total 61.8 Total 61.4 Fall 11 (Sept. Oct.) Winter 11 (Nov. - Feb.) Spring 12 (Mar. - May) Summer 12 (Jun. - Aug.) Annual Number of Visitors 292, , , ,700 1,474,700 Visitor Expenditures $113,067,500 $111,504,000 $133,098,200 $318,701,800 $676,371,500 Evans - Klages, Inc Visitor Profile

4 Transportation Mode Personal Car/RV Rental Car Plane Transportation Major Highways Used to Reach Area Interstate Interstate U.S. Highway Interstate From Pensacola Purpose of Trip (Primary Reason) Vacation Business/Meeting/Conference Visit Friends/Relatives Fishing N/A Golfing N/A First Visit to GSH/ORB Average Repeat Visits Past 5 Years (Base: Repeat Visitors) 4.9 trips 4.6 trips 4.4 trips 4.1 trips Information Sources Internet Previous Visit Recommendation by Friend/Relative Vacation/Travel Guides Brochures Convention and Visitors Bureau Personal Car Rental Plane Purpose of Trip Vacation Business Visit F/R Information Sources Internet Previous Recomm. Travel Guide 3.5 Evans - Klages, Inc Visitor Profile

5 Assisted by Travel Professional Have Reservations Yes No Length of Stay in GSH/ORB (days) Vacation Trips Get-Away Trips Party Size (Immediate Travel Party) Party Composition Family Couple Group of Couples/Friends Single With Business Associates Traveling with Children Yes No Who First Suggested Our Area for this Trip Self Family Spouse/Companion Friend Female Recommending Other Beach Areas Considered Florida South Carolina North Carolina Georgia Mississippi Texas None Yes Have Reservations No Fall '08 Fall '09 Party Composition Before None Family Couple Group Who First Suggested Our Area for the Trip Self Family Spouse Friend Evans - Klages, Inc Visitor Profile

6 Why Choose GSH/ORB Nice Beaches Close to Home/Convenient Location Family Oriented Familiar/Previous Visit Recommended by Friend/Relative Accommodations Reasonable Rates Quiet/Laid Back Clean N/A Safe Area Never Been/Try Something Different N/A Not Crowded/Commercial Food/Restaurants Weather Beautiful N/A Shopping N/A Nature N/A Fishing N/A Friends/Relatives in Area N/A Golfing N/A Brochures/Website N/A Attractions Visited Tanger Outlets The Wharf The Track Gulf State Park Fort Morgan Waterville 3.0 N/A N/A 10.3 Alabama Gulf Coast Zoo Battleship USS Alabama National Naval Aviation Museum Dauphin Island Mobile Bay Ferry N/A N/A Bon Secour Wildlife Refuge N/A None Attractions Visited Tanger Wharf Track Gulf St. Park Ft. Morgan Satisfaction/Recommend Gulf Shores/Orange Beach Satisfied 93.4 Plan to Return To Local Area Recommend Evans - Klages, Inc Visitor Profile

7 Activities Enjoyed in GSH/ORB Beaches Dining Out Relaxing Shopping Pool Sight Seeing Attractions Miniature Golf Wildlife/Environment Photography Fishing Visiting Friends/Relatives Bars/Nightlife Seafood/Shrimp Fest N/A N/A Movies N/A 10.6 Golfing Bird Watching N/A Trip to Mississippi Casino N/A N/A Median Age Head of Household (years) Median Annual Household Income* $77,814 $75,467 $79,145 $86,848 Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1, $1, $1, $2, Per Person/Trip Per Person/Day Visitor Party Budget Breakout (GSH/ORB Stay) Accommodations $ $ $ $1, Food/Entertainment Retail/Grocery Purchases Miscellaneous Expenditures * Please Note: Median household income after taxes $ Activities Enjoyed (Top Four) Beaches Dining Out Relaxing Shopping Age Head of Household Years Budget Breakout Accomm Food/Ent Retail Misc. Evans - Klages, Inc Visitor Profile

8 Recommend GSH/ORB to Friends/Relatives Plan to Return ( yes) To Local Area Satisfaction with GSH/ORB Very Satisfied Satisfied Satisfaction Level See/Hear/Read Message Influenced by Message Fall '11 Win. '11 Fall '11 Win. ' Spr. '12 Sum. ' Spr. '12 Sum. ' Yes Yes See/Read/Hear GSH/ORB Message Influenced by GSH/ORB Message (Base: Respondents Reporting See/Read/Hear Message) Occupation Professional/Technical Executive/Managerial Self-Employed Craft/Factory Retired Salesman/Buyer Occupation Prof/Tech Exec./Mgr Self Employed Craft Evans - Klages, Inc Visitor Profile

9 Influential Factors in Choosing GSH/ORB White, Sandy Beaches Influential Factors (Top Five) I Can Drive There with Family Safe Destination Family Atmosphere Complete Relaxation Sunning on the Beach Safe Beaches for Children Good Value for the Money Clean, Unspoiled Environment Warm Weather Reasonably Priced Lodging Good Restaurants/Dining Out Uncommercialized Beaches Upscale Accommodations Beaches Can Drive Safe Fmly. Atm Shopping Romantic Place Good Fishing Good Boating Relaxation Good Golfing Evans - Klages, Inc Visitor Profile

10 Requested Additional Information About GSH/ORB for Trip Did Not Request Information Accessed Accessed Individual Hotel/Motel/Condominium Website Accessed Destination Sites for Gulf Shores/Orange Beach Accessed an Internet Travel Website Called a Hotel/Motel/Condominium Toll-Free Number Called the CVB Toll-Free Number Days Planning/Reservation Window Analysis Days to Arrival 63 Days 7 Seek Out Travel Information On-Line Used the Internet to Gather Travel Information for this Trip (BASE: Those who Seek Travel Information On-Line) First Time Repeat Days 45 Days Booked Reservations for this Trip on the Internet (BASE: Those who Seek Travel Information On-Line) Fall '11 Win '11 Spr '12 Sum '12 Accessed the Website (BASE: Those who Seek Travel Information On-Line) Reservation Start Talking Decide Total Evans - Klages, Inc Visitor Profile