Winter 2013/14 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau

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Lionel Leonard
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1 Winter 2013/14 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau Prepared for: Alabama Gulf Coast Convention and Visitors Bureau Prepared by: Evans - Klages, Inc. June 2014

Winter 10 Winter 11 Winter 12 Winter 13 12-13 Number of Visitors 241,900 252,300 266,700 283,500 +6.3 Visitor Expenditures $102,739,800 $111,504,000 $122,562,000 $136,666,800 +11.

2 Winter 10 Winter 11 Winter 12 Winter Number of Visitors 241, , , , Visitor Expenditures $102,739,800 $111,504,000 $122,562,000 $136,666, /14 Regional Distribution of Visitors Regional Visitor Distribution Winter 10 Winter 11 Winter 12 Winter 13 Alabama Southeast (excl. Alabama) Northeast Midwest Southwest Markets of Opportunity Total Winter 2010 Winter 2011 Winter 2012 Winter 2013 Lodging Occupancy Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Occ. Rm. Nights Condominium Market , , , ,291 Hotel/Motel Market , , , ,222 Average Daily Rate Winter 2010 Winter 2011 Winter 2012 Winter 2013 Condominium Market $67.04 $76.04 $79.66 $77.07 Hotel/Motel Market Evans - Klages, Inc Winter 2013/14

3 TOP U.S. FEEDER MARKETS Winter Season (November, December, January, February) Core Origin Markets Winter 2010 Winter 2011 Winter 2012 Winter Rank 10 Rank 11 Rank 12 Rank 1. Birmingham Mobile/Pensacola (excluding Baldwin County) Huntsville/Decatur New Orleans Montgomery/Selma Atlanta Baton Rouge Tuscaloosa ** ** Jackson, MS Nashville ** Please Note: Not in Top Ten Listing Evans - Klages, Inc Winter 2013/14

4 TOP U.S. STATES Winter Season (November, December, January, February) Core Origin States Winter 2010 Winter 2011 Winter 2012 Winter Rank 10 Rank 11 Rank 12 Rank 1. Alabama Louisiana Mississippi Georgia Tennessee Michigan Florida ** ** ** ** ** ** Illinois Indiana Missouri ** Please Note: Not in Top Ten Listing Evans - Klages, Inc Winter 2013/14

Transportation Mode (Self-Reported Multiple Response) Personal Car/RV 95.4 93.9 93.5 91.5 Rental Car 3.8 5.4 6.5 8.

3 Transportation Major Highways Used to Reach Area (Self-Reported Multiple Response) Interstate 65 63.9 60.5 59.1 60.

4 5.7 4.8 Major Highways Used to Reach Area Purpose of Trip (Primary Reason) Vacation 77.6 75.9 77.4 78.

5 Transportation Mode (Self-Reported Multiple Response) Personal Car/RV Rental Car Plane Transportation Major Highways Used to Reach Area (Self-Reported Multiple Response) Interstate Interstate U.S. Highway From Pensacola Interstate Major Highways Used to Reach Area Purpose of Trip (Primary Reason) Vacation Visit with Friends/Relatives Business/Meeting/Conference Golfing Fishing Purpose of Trip First Visit to Gulf Shores/Orange Beach Evans - Klages, Inc Winter 2013/14

Average Repeat Visits to GSH/ORB over past 5 years (Base: Repeat Visitors) 4.4 trips 4.6 trips 4.8 trips 5.

6 Recommendation by Friend/Relative 24.7 27.1 25.8 26.6 Vacation/Travel Guides 14.4 13.5 12.1 12.8 Brochures 11.9 10.6 9.2 11.

4 None 15.1 10.5 8.3 9.6 Information Sources (Top Five) Reservations Length of Stay in GSH/ORB (days) Vacation Trips 7.3 7.2 7.0 6.8 Get-away Trips 3.1 3.

2 29.1 32.8 36.5 Group of Couples/Friends 9.9 12.1 15.0 14.4 Single 2.0 4.1 4.3 4.7 Traveling with Children Yes 24.0 21.7 25.5 28.5 No 76.0 78.3 74.5 71.

6 Average Repeat Visits to GSH/ORB over past 5 years (Base: Repeat Visitors) 4.4 trips 4.6 trips 4.8 trips 5.0 trips Information Sources (Self-Reported Multiple Response) Internet Previous Visit Recommendation by Friend/Relative Vacation/Travel Guides Brochures Convention and Visitors Bureau Assisted by Travel Professional Reservations Before Arriving in Area None Information Sources (Top Five) Reservations Length of Stay in GSH/ORB (days) Vacation Trips Get-away Trips Party Size (Immediate Travel Party) Party Composition (Self-Reported Multiple Response) Couple Family Group of Couples/Friends Single Traveling with Children Yes No Other Beach Areas Considered (Self-Reported Multiple Response) None Florida Mississippi South Carolina Texas Evans - Klages, Inc Winter 2013/14 Party Composition

Who First Suggested Our Area for this Trip (Self-Reported Multiple Response) Self 41.8 44.8 46.4 46.1 Family 21.8 23.1 27.5 29.9 Spouse/Companion 19.9 20.8 22.7 26.3 Friend 16.2 15.4 17.3 16.

7 Close to Home/Convenient Location 34.9 33.5 37.5 38.3 Quiet/Laid Back 31.2 34.2 36.1 37.7 Reasonable Rates 25.7 32.5 35.4 37.6 Food/Restaurants 23.1 25.7 29.7 33.9 Not Crowded/Commercial 22.2 23.

6 Nature 13.1 14.2 16.1 19.9 Friends/Relatives in Area 11.5 15.7 15.9 17.7 Shopping 8.2 13.7 16.0 16.7 Brochures/Websites 8.2 13.0 16.5 15.8 Never Been 10.8 13.4 14.6 11.6 Golfing 14.4 14.6 12.5 10.

7 Who First Suggested Our Area for this Trip (Self-Reported Multiple Response) Self Family Spouse/Companion Friend Female Suggesting Why Choose GSH/ORB (Self-Reported Multiple Response) Nice Beaches Weather Familiar/Previous Visit Close to Home/Convenient Location Quiet/Laid Back Reasonable Rates Food/Restaurants Not Crowded/Commercial Safe Area Beautiful Accommodations Recommended by Friend/Relative Family Oriented Nature Friends/Relatives in Area Shopping Brochures/Websites Never Been Golfing Attractions Visited (Self-Reported Multiple Response) Tanger Outlets Gulf State Park The Wharf Fort Morgan Dauphin Island Mobile Bay Ferry Alabama Gulf Coast Zoo National Naval Aviation Museum Battleship USS Alabama Bon Secour Wildlife Refuge None Evans - Klages, Inc Winter 2013/14 Who First Suggested Our Area for this Trip Why Choose Gulf Shores/Orange Beach (Top Five) Attractions Visited (Top Five)

Satisfaction with GSH/ORB Very Satisfied 72.9 72.1 73.0 71.8 Satisfied 24.1 23.9 22.1 23.9 Satisfaction Level 97.0 96.0 95.1 95.

2 79.4 79.6 81.9 Dining Out 76.3 78.4 79.6 80.7 Shopping 61.9 58.9 62.1 62.6 Sight Seeing 53.7 52.1 53.4 49.0 Wildlife/Environment 26.6 27.9 28.6 33.

8 Bars/Night Life 12.9 14.0 16.7 18.2 Fishing 19.4 21.0 17.8 16.8 Golfing 21.3 20.4 16.9 15.6 Miniature Golf 10.5 11.4 13.2 11.9 Seafood 9.8 7.6 12.3 11.

8 Activities Enjoyed (Top Four) Recommend GSH/ORB to Friends/Relatives ( yes) 94.2 93.8 94.1 94.9 Plan to Return ( yes) To Local Area 89.5 91.0 88.7 90.

8 Satisfaction with GSH/ORB Very Satisfied Satisfied Satisfaction Level Satisfaction/Recommend Gulf Shores/Orange Beach Activities Enjoyed in GSH/ORB (Self-Reported Multiple Response) Beaches Relaxing Dining Out Shopping Sight Seeing Wildlife/Environment Attractions Pool Visiting with Friends/Relatives Photography Bars/Night Life Fishing Golfing Miniature Golf Seafood Movies Cultural Events Trip to Mississippi Casino Bird Watching Activities Enjoyed (Top Four) Recommend GSH/ORB to Friends/Relatives ( yes) Plan to Return ( yes) To Local Area Median Age Head of Household (years) Median Annual Household Income * $72,410 $75,467 $76,131 $75,549 * Please Note: Median Household Income After Taxes Plan to Return Evans - Klages, Inc Winter 2013/14

Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1,316.62 $1,414.24 $1,516.50 $1,590.83 Per Person/Trip 424.72 441.95 459.55 482.07 Per Person/Day 70.79 73.66 76.59 81.

77 Miscellaneous Exp. 163.10 178.43 190.98 218.27 Winter 2013 2010 2011 2012 Total First Time Repeat See/Read/Hear GSH/ORB Beach Message 61.9 59.9 63.5 64.1 80.0 56.

9 Visitor Party Budget (GSH/ORB Stay: Food/Lodging/Entertainment) Total $1, $1, $1, $1, Per Person/Trip Per Person/Day $ Budget Breakout Visitor Party Budget Breakout (GSH/ORB Stay) Accommodations $ $ $ $ Food/Entertainment Retail/Grocery Miscellaneous Exp Winter Total First Time Repeat See/Read/Hear GSH/ORB Beach Message See/Hear/Read Message Influenced by Message Influenced by GSH/ORB Message (Base: Respondents Reporting See/Read/Hear Message) Occupation Professional/Technical Retired Executive/Managerial Self-Employed Craft/Factory Salesman/Buyer Occupation (Top Four) Evans - Klages, Inc Winter 2013/14

Influential Factors in Choosing Gulf Shores/Orange Beach Influential Factors (Top Five) White, Sandy Beaches 86.3 85.5 87.4 85.5 Complete Relaxation 81.7 81.5 83.1 83.8 Safe Destination 81.3 82.3 83.

4 Clean, Unspoiled Environment 71.2 70.8 73.3 72.3 Good Restaurants/Dining Out 72.5 71.7 72.7 67.1 Family Atmosphere 65.5 64.0 60.6 60.7 Uncommercialized Beaches 60.6 60.2 57.3 54.

10 Influential Factors in Choosing Gulf Shores/Orange Beach Influential Factors (Top Five) White, Sandy Beaches Complete Relaxation Safe Destination Warm Weather Good Value for the Money I Can Drive There With My Family Reasonably Priced Lodging Clean, Unspoiled Environment Good Restaurants/Dining Out Family Atmosphere Uncommercialized Beaches Sunning on the Beach Upscale Accommodations Safe Beaches for Children Romantic Place Shopping Good Golfing Good Fishing Good Boating Evans - Klages, Inc Winter 2013/14

11 Requested Additional Information About Area for Trip (Self-Reported Multiple Response) Did not request information Accessed individual hotel/motel/condominium website Accessed 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 Seek Out Travel Information On-Line (BASE: Those with Internet Access) Used the Internet to Gather Travel Information for this Trip (BASE: Those who Seek Travel Information On-Line) First Time Repeat Booked Reservations for this Trip on the Internet (BASE: Those who Seek Travel Information On-Line) Accessed the Website (BASE: Those who Seek Travel Information On-Line) Planning/Reservation Window Analysis Days to Arrival Reservation Started Talking 43 days 42 days 6 6 Decided Total Winter 2012 Winter 2013 Evans - Klages, Inc Winter 2013/14

Fall 2013 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau

Fall 2013 Visitor Profile Alabama Gulf Coast Convention & Visitors Bureau Prepared for: Alabama Gulf Coast Convention and Visitors Bureau Prepared by: Evans - Klages, Inc. www.klagesgroup.com January 2014