Charlotte County 2016 Summer Tourism Presented to: Charlotte Harbor Visitor and Convention Bureau Research Data Services, Inc. December 2016
Economic Indicators Research Data Services, Inc. 12.08.16 2
Potentially Slowing GDP Growth Research Data Services, Inc. 12.08.16 3
Decline of the Factory Worker Research Data Services, Inc. 12.08.16 4
Dollars per Euro Research Data Services, Inc. 12.08.16 5
Corporate Profits Returning Research Data Services, Inc. 12.08.16 6
Summer Season April September 2016 Research Data Services, Inc. 12.08.16 7
Key Visitor Metrics (Apr. Sep. 2016) (Overnight Visitors Staying in Charlotte County Commercial Lodgings) Estimated Number of Visitors 2015: 195,100 people 2016: 203,900 people +4.5% Estimated Direct Expenditures 2015: $156,343,400 2016: $167,681,200 +7.3% Total Economic Impact 2015: $238,423,700 2016: $255,713,800 +7.3% Research Data Services, Inc. 12.08.16 8
Key Visitor Metrics (Apr. Sep. 2016) (Overnight Visitors Staying in Charlotte County Commercial Lodgings) Average Immediate Party Size Average Length of Stay in Charlotte Average Party Budget 2015: 3.0 people 2016: 3.0 people 2015: 6.3 nights 2016: 6.2 nights 2015: $2,404.05 2016: $2,467.12 Research Data Services, Inc. 12.08.16 9
Visitor Origin Distribution (Apr. Sept. 2016) Summer 2015 Summer 2016 11.9 5.0 Florida 3.8 48.9 12.0 Southeast Northeast Midwest Canada 10.3 6.0 Florida 2.8 47.5 13.2 Southeast Northeast Midwest Canada 13.8 4.6 Europe Other U.S. 14.9 5.3 Europe Other U.S. Research Data Services, Inc. 12.08.16 10
Visitor Origin Markets Summer 2015 Summer 2016 Δ % Florida 95,400 96,850 +1.5 Southeast 8,980 10,810 +20.4 Northeast 26,920 30,380 +12.9 Midwest 23,410 26,920 +15.0 Canada 7,410 5,710-22.9 Europe 23,220 21,000-9.6 US Opp Markets 9,760 12,230 +25.3 YTD 195,100 203,900 +4.5 Research Data Services, Inc. 12.08.16 11
Top Domestic DMA s (Apr. Sep. 2016) Rank Order 2015 Rank Order 2016 Tampa/St. Petersburg 1 1 Greater Orlando Area 3 2 Ft. Myers/Naples 2 3 Boston 4 4 New York 5 5 Chicago -- 6 Cincinnati -- 7 Philadelphia 7 8 Pittsburgh -- 9 Atlanta 6 10 Cleveland 8 11 Research Data Services, Inc. 12.08.16 12
Smith Travel Research Occupancy Occupancy Charlotte County ADR 2015 2016 Δ % 2015 2016 Δ % April 66.0% 65.4% -0.9% $95.26 $92.84-2.5% May 56.3 60.2 +6.9 82.67 83.27 +0.7 June 55.1 55.7 +1.1 76.77 80.45 +4.8 July 54.7 60.0 +9.7 78.66 77.72-1.2 August 49.0 50.4 +2.7 75.83 77.40 +2.1 September 51.6 51.8 +0.4 77.23 78.23 +1.3 Apr. - Sep. Average 55.5% 57.3% +3.2% $81.07 $81.65 +0.7% Research Data Services, Inc. 12.08.16 13
Purpose of Trip (Multiple Response) Summer 2015 Summer 2016 Vacation/Getaway 90.9% 89.6% To Visit with Friends/Family 26.7 25.1 Family Events 9.9 10.9 Business/Meeting 7.9 9.1 A Fishing Trip 7.5 8.9 A Boating Trip 5.6 4.9 Research Data Services, Inc. 12.08.16 14
Types of Websites Consulted for Travel Information (Multiple Response) Summer 2015 Summer 2016 Hotel Websites 46.7% 49.1% Destination Sites 44.4 48.4 Review/Rating Sites (i.e., Trip Advisor, Yelp, etc.) 41.0 46.9 Booking Sites (i.e., Travelocity, Expedia, etc.) 34.9 33.2 Airline Websites 33.9 32.7 Mapping Sites (i.e., Map Quest, Google Maps, etc.) 26.9 29.6 Rental Car Websites 25.0 27.9 Restaurant Websites 22.6 24.5 Daily Deal/Coupon Sites (i.e., Groupon, Living Social, etc.) 20.8 16.1 Social Networking Sites (i.e., Facebook, Twitter, Pinterest, etc.) 19.2 17.6 Research Data Services, Inc. 12.08.16 15
Booked Travel Arrangements on the Internet for Trip (Prompted) Summer 2015 Summer 2016 33.7 31.7 66.3 68.3 Yes No/Don't Know Yes No/Don't Know Research Data Services, Inc. 12.08.16 16
Charlotte Messaging Summer 2015 Summer 2016 Seen/Read/Heard Charlotte Message 42.3% 45.6% Influenced (Base: Resp. who saw/read/heard msg.) 72.5 74.4 Research Data Services, Inc. 12.08.16 17
How Visitors Travel to Charlotte 70.0 60.0 60.6 57.8 50.0 40.0 38.2 41.9 35.1 37.2 30.0 20.0 10.0 0.0 Personal Car Fly Rental Car Summer 2015 Summer 2016 Research Data Services, Inc. 12.08.16 18
Airports Deplaned (Visitors who flew) 45.0 40.0 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0 41.7 37.1 27.529.3 6.9 8.8 10.0 8.6 Tampa Intl SW FL (RSW) Punta Gorda Orlando/ Sanford Intl Summer 2015 Summer 2016 4.4 6.2 Miami Intl Research Data Services, Inc. 12.08.16 19
Repeat Charlotte County Visitation 100 90 80 70 60 50 40 30 20 10 0 76.8 73.9 23.2 26.1 Summer 2015 Summer 2016 First Time Visiting Florida: Summer 2015: 2.2% Summer 2016: 6.5% First Time Repeat Research Data Services, Inc. 12.08.16 20
How First Learn About Charlotte (Multiple Response) Summer 2015 Summer 2016 Recommendation 61.2% 57.6% Internet 37.9 39.5 Brochure/Visitor Guide 14.4 11.8 Magazine/News Story 10.0 9.5 Research Data Services, Inc. 12.08.16 21
Type of Lodging Used 60.0 50.0 47.2 50.5 40.0 30.0 20.0 26.9 23.8 25.9 22.7 10.0 0.0 Hotel/Motel/ Resort/Campground Condominium/ Timeshare Beach House/Vacation Rental Summer 2015 Summer 2016 Research Data Services, Inc. 12.08.16 22
Party Composition (Multiple Response) 60.0 50.0 40.0 30.0 53.2 51.5 47.0 48.0 Traveling with Children/Young Adults: Summer 2015: 38.1% Summer 2016: 36.9% 20.0 10.0 11.0 8.3 9.3 8.0 4.8 5.1 0.0 Family Couple With Friends Single Group of Couples Summer 2015 Summer 2016 Research Data Services, Inc. 12.08.16 23
Activities Enjoyed in Area (Multiple Response) Summer 2015 Summer 2016 Dining Out 81.8% 84.7% Relaxing 80.7 83.3 Beach 87.4 82.5 Walking on the Beach 74.0 72.5 Swimming 72.5 69.9 Pool 55.4 57.4 Shopping 52.6 55.7 Reading 58.6 54.9 Shelling 52.7 50.4 Fishing 37.8 38.3 Visiting with Friends/Relatives 28.6 30.6 Bars/Drinking Places 33.2 28.7 Research Data Services, Inc. 12.08.16 24
Satisfaction/Plan to Return 100.0 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 97.7 96.0 88.1 84.5 9.6 11.5 Summer 2015 Summer 2016 92.6% of Summer 2016 visitors plan to return to the area (Summer 2015: 94.2%). Combined Very Satisfied Satisfied Research Data Services, Inc. 12.08.16 25
Demographics Summer 2015 Summer 2016 Average Age 51.2 years 50.9 years Median Household Income $97,115 $96,943 Research Data Services, Inc. 12.08.16 26
Charlotte Comments Research Data Services, Inc. 12.08.16 27
Charlotte Comments Everything is so green and beautiful. It s exotic. Very family friendly, having a good time, not over crowded. Affordable. Natural beaches. Best kept secret. Peaceful and quiet, beautiful beaches, great fishing. Clear water, white sand beaches, great shelling. Very quaint, convenient location, gorgeous weather, people are wonderful. Glad we checked it out. Nothing like Orlando (which is good). Super friendly people, not too busy, love the Tiki bar. We have enjoyed what we've done and are thinking about coming back to stay longer. Small home town feel. Quiet, good place to escape. Great shark teeth and shelling. Quiet and pristine, old style Florida. Loved it here, people were great, sights were amazing, will be back as soon as I possibly can. Good place to travel with kids for quiet vacation. Research Data Services, Inc. 12.08.16 28
Thank You!!