Naples, Marco Island, Everglades Convention and Visitors Bureau February 2013 Visitor Profile

RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA 33602 TEL (813) 254-2975 FAX (813) 223-2986 Naples, Marco Island, Everglades Convention and Visitors Bureau February 2013 Visitor Profile Prepared for: Collier County Board of County Commissioners and Naples, Marco Island, Everglades Convention and Visitors Bureau Prepared by: Research Data Services, Inc. Research@KlagesGroup.com March 25, 2013

Naples, Marco Island, Everglades: February 2013 Summary Executive Summary: February 2013 1. This February, some 183,100 visitors stayed in Collier s overnight accommodations (+3.9). Travelers spent $134.1 million in the destination, creating a total economic impact of $199.9 million (+9.2). Key performance statistics are as follows: February Occupancy 86.6 89.6 +3.5 ADR $253.8 $275.5 +8.6 RevPAR $219.8 $246.8 +12.3 2. Nearly half of property managers (49.4) report that their three month forward reservation levels are better than this time last year: of Properties (Feb.) Reporting Reservations: Up 44.7 49.4 The Same 28.9 33.9 Down 21.1 13.6 3. This February, the Naples, Marco Island, Everglades area attracted visitors from the following core markets: Feb. Visitation Visitor # Visitor # Florida 37,376 39,550 +5.8 Southeast 10,754 10,803 +0.5 Northeast 50,598 54,014 +6.8 Midwest 37,199 37,535 +0.9 Canada 9,168 9,338 +1.9 Europe 22,743 22,888 +0.6 Mkts. of Opp. 8,462 8,972 +6.0 Total 176,300 183,100 +3.9 Opportunity Markets (Exploratory) AK WA OR NV CA ID UT AZ U.S. Regions MT HI WY CO NM ND SD NE KS TX OK MN Midwest WI MI ME VT NH NY MA NJ AL IA PA DE OH IL MD IN WV VA MO KY NC TN AR SC MS GA Southeast LA Northeast Florida FL i Copyright 2013. PCD 03.18.13

Naples, Marco Island, Everglades: February 2013 Summary 4. Nearly two thirds of visitors (65.3) used air transportation to reach Collier this February (2012: 66.0). Some 65.9 of these travelers deplane at Southwest Florida International (RSW) (2012: 63.2), while Miami International garners 16.2 of related deplanements this year. 5. Better than two of every five visitors (41.4) are in the Naples, Marco Island, Everglades area for first time, an increase over February 2012 (2012: 39.5). 6. As many as 91.4 of Collier s February visitors cite using the web as a source of information for their trip. 7. The vast majority of visitors (95.4) are satisfied with their Collier stay and 95.1 say they plan to return to the area. 8. The typical February 2013 visitor is younger (2012: 51.2 years of age; 2013: 5 years of age), and commands a median household income of $165,572 (2012: $161,556). ii Copyright 2013. PCD 03.18.13

Year-to-Date (Jan. Feb.) February H/M/C* Visitor Statistics 12/ 13 12/ 13 Visitors (#) 338,300 350,100 +3.5 176,300 183,100 +3.9 Room Nights 463,300 472,800 +2.1 242,400 249,600 +3.0 Direct Exp. ($) $204,447,600 $222,399,300 +8.8 $122,794,700 $134,053,000 +9.2 Total Eco. Impact ($) $304,831,372 $331,597,356 +8.8 $183,086,898 $199,873,023 +9.2 *H/M/C: Visitors staying in a commercial lodging (hotel, motel, or condo). February Occupancy February Economic Impact $250,000,000 86.6 Feb 89.6 2012 2013 $200,000,000 $150,000,000 183,086,898 60,292,198 199,873,023 65,820,023 Total Eco. Impact Indirect/Induced Direct Exp. 8 10 $100,000,000 February Room Rates $50,000,000 $0 122,794,700 134,053,000 253.8 Feb 275.5 $ 8 1 1 20 2 28 2012 2013 February Lodging Statistics 12/ 13 Occupancy 86.6 89.6 +3.5 Room Rates $253.8 $275.5 +8.6 RevPAR $219.8 $246.8 +12.3 1 Copyright 2013. PCD 03.18.13

Visitor Origins February 2013 Visitor Origin Markets Share of Mkt () Number of Visitors Share of Mkt () Number of Visitors 12/ 13 Florida 21.2 37,376 21.6 39,550 +5.8 Southeast 6.1 10,754 5.9 10,803 +0.5 Northeast 28.7 50,598 29.5 54,014 +6.8 Midwest 21.1 37,199 20.5 37,535 +0.9 Canada 5.2 9,168 5.1 9,338 +1.9 Europe 12.9 22,743 12.5 22,888 +0.6 Markets of Opportunity 4.8 8,462 4.9 8,972 +6.0 Total 10 176,300 10 183,100 +3.9 February 2013 Visitor Origins 8,972 Florida 9,338 37,535 22,888 39,550 54,014 10,803 Southeast Northeast Midwest Canada Europe Mkts. of Opp. 2 Copyright 2013. PCD - 03.18.13

Transportation Mode (Multiple Response) February 2012 February 2013 Plane 66.0 65.3 Rental Car 61.3 59.5 Personal Car 31.8 33.3 Airport Deplaned (Base: Flew) February 2012 February 2013 Southwest Florida International 63.2 65.9 Miami International 18.1 16.2 Orlando International/Sanford 7.1 6.3 Tampa International 5.1 6.0 Ft. Lauderdale International 6.3 4.8 Purpose of Trip (Multiple Response) February 2012 February 2013 Vacation/Weekend Getaway 76.6 73.8 Group Travel 34.8 36.5 Visit with Friends and Relatives 16.3 15.4 First Visit to ( yes) February 2012 February 2013 Collier County 39.5 41.4 Florida 8.6 9.7 Length of Stay (Days) February 2012 February 2013 In Collier County 4.5 4.4 Party Size February 2012 February 2013 Number of People 2.4 2.4 Party Composition (Multiple Response) February 2012 February 2013 Couple 52.1 52.9 Family 21.4 20.3 Single 14.4 12.4 Group of Friends 5.8 6.9 Group of Couples 6.0 6.4 Extended Family 5.7 5.2 Did Party Have Lodging Reservations for Stay February 2012 February 2013 Yes 94.7 93.6 7 5 3 1 7 5 3 1 Days 5.0 4.0 3.0 2.0 1.0 Transportation 66.0 65.3 61.3 59.5 31.8 33.3 Plane Rental Car Personal Car Airport Deplaned 63.2 65.9 18.1 16.2 7.1 6.3 5.1 6.0 6.3 4.8 SW FL Miami Orlando Tampa Ft. Laud. Length of Stay in Collier County (Days) 4.5 4.4 Days in Collier 3 Copyright 2013. PCD 03.18.13

Satisfaction with Collier County February 2012 February 2013 Very Satisfied 81.1 78.4 Satisfied 13.2 17.0 Satisfaction Level (Combined) 94.3 95.4 Recommend Collier to Friends/Relatives February 2012 February 2013 Yes 90.9 91.2 Activities Enjoyed in Area (Multiple Response) February 2012 February 2013 Dining Out 72.9 74.1 Beach 63.6 66.1 Relaxing 57.3 60.4 Shopping 40.8 44.0 Pool 31.4 33.4 Walking 25.2 25.0 Sightseeing 23.7 24.7 Sunsets 21.6 23.8 Visiting with Friends/Relatives 20.7 21.2 Sunning 20.3 20.7 Reading 17.6 20.4 Enjoying Nature/Bird Watching/Everglades 15.3 Swimming 16.9 17.5 Golfing 13.6 14.3 Art Galleries/Shows/Fairs 11.4 11.5 Bars/Nightlife 9.7 10.6 Expense Relative to Expectations February 2012 February 2013 More Expensive 20.5 21.3 Less Expensive 0.9 2.1 As Expected 77.3 74.0 Demographics February 2012 February 2013 Average Age Head of Household (Years) 51.2 5 Median Annual Household Income $161,556 $165,572 10 8 Pool Shopping Relaxing Beach Dining Out Satisfied/Recommend 94.3 95.4 90.9 Satisfied 31.4 Recommend 40.8 57.3 66.1 63.6 8 91.2 Activities Enjoyed in Area (Top Five) 2013 2012 33.4 44.0 60.4 74.1 72.9 4 Copyright 2013. PCD 03.18.13

Plan to Return ( Yes) February 2012 February 2013 To Local Area 93.3 95.1 Collier Base Budget February 2012 February 2013 Total $1,671.63 $1,757.11 Per Person/Trip 696.51 732.13 Per Person/Day 154.78 166.39 Area Information Seen/Read/Heard February 2012 February 2013 Yes 39.7 44.3 Directly Influenced by Information (Base: Seen/Read/Heard Area Information) February 2012 February 2013 Yes 38.4 40.7 Why Chose the Area (Multiple Response) February 2012 February 2013 Beach Area 55.5 52.2 Weather 47.3 50.8 Business/Meeting/Conference 34.5 36.2 Previous Experience 39.1 34.8 Relaxing 34.3 30.9 Recommendation 31.9 28.0 Quiet/Peaceful/Laid Back 28.2 26.8 Never Been 23.2 25.6 Outdoor Recreation/Nature 20.6 24.5 Restaurants 22.3 24.0 Not Crowded 25.3 23.1 Appealing Brochures/Websites 22.8 20.9 Quality of Accommodations 18.0 17.8 Internet Use February 2012 February 2013 Use Internet to Obtain Travel Info for This Trip ( Yes) 90.5 91.4 Book Reservations for Trip Online (Yes) 63.2 66.1 10 8 Seen/Read/Heard 5 3 1 39.7 Yes 55.5 44.3 Plan to Return 93.3 95.1 To Local Area Why Chose Area (Top Four) 52.2 47.3 50.8 Beach Weather Bus/Conf/ Mtg 39.1 34.5 36.2 34.8 Info. Influenced Prev. Exp. 38.4 40.7 Yes 5 Copyright 2013. PCD 03.18.13

Monthly Direct Leisure and Hospitality Employment Collier Direct Leisure and Hospitality Employment (Calendar Year) * 28,000 27,000 26,000 2013 2012 25,000 24,000 2011 23,000 22,000 21,000 20,000 19,000 18,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec 2011 23,700 24,200 24,600 24,100 22,400 20,900 20,400 20,300 20,400 21,900 23,600 24,200 2012 25,300 25,800 25,900 25,100 23,600 22,300 21,100 20,900 20,900 22,300 24,300 25,200 2013 25,500 * Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector (03-18-13). (In first quarter of 2013, 2011 and 2012 data was revised.) 1 Copyright 2013. PCD 03.18.13