Second Quarter 2015 Visitor Profile (April-June) Amelia Island Tourist Development Council
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1 RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 26 TAMPA, FLORIDA 3362 TEL (813) FAX (813) Second Quarter 215 Visitor Profile (April-June) Amelia Island Tourist Development Council Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. August 215
2 Amelia Island Visitor Profile Second Quarter 215 (April-June) H/M/C/C Visitor Statistics * CY Annual 213 CY Annual / 14 Q2 214 Q2 215 Visitors (#) 519,4 574, ,4 162, Direct Expenditures ($) $334,634,9 $391,386, $111,675,2 $119,925, / 15 Total Economic Impact ($) $44,279,2 $514,947,5 k: $146,931, $157,785,3 k: * H/M/C/C: Visitors staying in a commercial lodging (hotel, motel, condo, or campground). Visitor Origin CY Annual 213 CY Annual / 14 Q2 214 Q / 15 # Visitor Origins (in Thousands) FL SE NE MW FOR MO Second Quarter 215 Visitor Origin Distribution () Florida 17, , ,362 37, Southeast 213,58 241, ,655 7, FL SE Northeast 76,568 86, ,544 25, NE Midwest 78,597 81, ,954 17, MW Foreign 19,5 25, ,522 4, Markets of Opportunity 23,96 24, ,363 7, FOR MO Total 519,4 574, ,4 162, Occupancy and ADR ** April May June Occupancy Occupancy Occupancy Occ. ( 14/ 15) ADR 215 $ $ $239.5 ADR ADR ( 14/ 15) RevPAR 215 $21.34 $ $198.6 RevPAR RevPAR ( 14/ 15) ** Source: Smith Travel Research; 214 Update 1 Copyright 215. PCD $ April May June Room Rates April May June
3 Amelia Island Visitor Profile Second Quarter 215 (April-June) Amelia Calendar Year Summary Visitor Statistics CY Quarter 1 (Jan Mar 14) CY Quarter 2 (Apr Jun 14) CY Quarter 3 (Jul - Sep 14) CY Quarter 4 (Oct - Dec 14) Calendar Year 213 Calendar Year 214 CY H/M/C/C Visitors (#) 137,3 153,4 16,7 123, 519,4 574, Direct Expenditures ($) Total Economic Impact $9,339,3 $111,675,2 $17,1,1 $82,272,2 $334,634,9 $391,386, $118,859,4 $146,931, $14,911,6 $18,245,5 $44,279,2 $514,947, H/M/C/C Visitor Origins CY Quarter 1 (Jan Mar 14) CY Quarter 2 (Apr Jun 14) CY Quarter 3 (Jul - Sep 14) CY Quarter 4 (Oct - Dec 14) Calendar Year 213 Rel # of Vis. Rel # of Vis. Rel # of Vis. Rel # of Vis. # of Visitors # of Visitors Calendar Year 214 CY Florida , , , ,28 17, , Southeast , , , , ,58 241, Northeast , , , ,359 76,568 86, Midwest , , , ,434 78,597 81, Foreign 7.6 1, , ,5 4. 4,92 19,5 25, Markets of Opp , , , ,765 23,96 24, Total , , , , 519,4 574, Copyright 215. PCD
4 Amelia Island Visitor Profile Second Quarter 215 (April-June) SECOND QUARTER TOP DMA S ( ) States of Origin DMA s Georgia Atlanta Florida Jacksonville New York/New Jersey Greater Orlando Area North Carolina New York/New Jersey Pennsylvania Savannah South Carolina Charlotte Tennessee Tampa/St. Petersburg Ohio Chicago Illinois Boston Massachusetts Philadelphia Michigan Tallahassee Copyright 215. PCD
5 Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 Length of Stay (Days) In Amelia Island 4.8 days 4.7 days Party Size (# of People) 2.9 people 3. people Days 5 4 Length of Stay (Days) Second Quarter 214 Second Quarter Travel Party (Multiple Response) Couple Family Extended Family Group of Friends Single 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 In Amelia Island Transportation Second Quarter 214 Second Quarter Purpose of Trip (Top Four) 21.8 Personal Car/RV Plane Rental 22.4 Purpose of Trip (Multiple Response) Vacation A Getaway Visit with Friends and Relatives Business/Conference/Meeting Special Event/Festival Wedding/Honeymoon Second Quarter 214 Second Quarter Vacation Getaway Friends/ Relatives Business/ Conf/Mtg 4 Copyright 215. PCD
6 Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 First Visit to ( Yes) Amelia Island Florida Other Southeast Areas Considered for this Trip (Multiple Response) Considered Only Amelia Island St. Augustine/Ponte Vedra Savannah Jekyll Island Jacksonville Area Orlando Hilton Head Why Chose Amelia Island (Multiple Response) Beach Never Been/Try Something New Recommendation Hotel/Accommodations Nature/Environment Weather Appealing Brochures/Websites Love/Like the Area History Convenient Location Family Oriented Area Attractions Visiting with Friends/Family Previous Experience Event Business/Meeting On the Way/Enroute Travel Planning Window How Far in Advance Start Planning Trip 58.3 days 56. days How Far in Advance Book Reservations for Trip 41.5 days 38. days First Visit to Amelia Island New Market Share Gain from Florida Total Second Quarter 214 Second Quarter 215 Other Areas Considered (Top Four) SecondQuarter 214 Second Quarter St. Augustine Why Chose Amelia Island (Top Four) Savannah Second Quarter 214 Second Quarter Jekyll Island Jacksonville Area Beach Never Been Recom. Hotel 5 Copyright 215. PCD
7 Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 Information Most Helpful to Visit (Multiple Response) Internet Recommendation Previous Visit Hotel/Accommodations Print Media Special Event Family Maps Business/Conference/Meeting 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 $117,37 $124,128 Seen/Read/Heard Amelia Island Information ( Yes) Influenced by Amelia Island Information (Base: Respondents Reporting Seen/Read/Heard Information) Avg. Party Budget Breakdown Accommodations $965 $998 Restaurant Food/Beverage Grocery Store Admissions to Attractions Other Entertainment 86 9 Retail Purchases Miscellaneous Amelia Island Base Budget Total $2,111 $2,215 Per Person/Trip Per Person/Day Information Helpful to Visit (Top Four) Internet Recom. Previous Visit Satisfaction with Amelia Island Seen/Read/Heard Information Second Quarter 214 Second Quarter 215 Satisfied Very Satisfied Second Quarter 214 Second Quarter 214 Second Quarter Yes Second Quarter Hotel Information Influenced Second Quarter 214 Second Quarter Yes Copyright 215. PCD
8 Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 Used Internet to Get Travel Information for this Trip ( Yes) Booked Travel for this Trip on the Internet ( Yes) Internet Use Second Quarter 214 Second Quarter Activities Enjoyed in Area (Multiple Response) Historic Downtown Beach Dining Out Relaxing Walking on the Beach Shopping Sight-Seeing Pool Swimming State Parks Shelling Reading Wildlife/Environment Attractions Antiquing Bars/Nightlife Exercising Art Galleries Water Cruise Visiting with Friends/Relatives Farmers Market Golfing Fishing Obtain Info on Web for Trip Book Travel this Trip on Web Activities Enjoyed (Top Three) Second Quarter 214 Second Quarter Historic Downtown Beach Dining Out 7 Copyright 215. PCD
9 Amelia Island Visitor Profile Second Quarter 215 (April-June) Attributes that Describe Amelia Island Well Attributes that Describe Amelia Island (Top Five) Second Quarter 214 n = 615 Second Quarter 215 n = 659 Second Quarter 215 Second Quarter 214 Beautiful Beaches Historic Downtown Clean Environment Good Food & Restaurants Safe Destination Family Friendly Complete Relaxation Upscale Accommodations A Romantic Place Good Value for the Money State Parks Activities for All Ages Good Water Sports Art Galleries Good Fishing Good Golfing Safe Destination Good Food Clean Environment Historic Downtown Beautiful Beaches Copyright 215. PCD
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