PERCEPTIONS & DIFFERENTIATION STUDY

PERCEPTIONS & DIFFERENTIATION STUDY

Agenda Study Overview Detailed Findings Nomenclature Perceptions & Differentiation Synergy Implications & Considerations Appendix 2

STUDY OVERVIEW

Primary Objectives To gauge perceptions of St. Pete/Clearwater, Tampa, and Tampa Bay To understand whether or not St. Pete/Clearwater has succeeded in moving toward a younger, fun, hip image To understand whether St. Pete/Clearwater and Tampa are differentiated or relate to each other in any way (e.g., geographically, perceptually) in leisure travelers minds 4

Methodology Online survey fielded July 10 - July 23, 2013 50% repeat visitors Visitors to the area tend to have visited all three cities. They are slightly but statistically more likely to have visited only Tampa than only St. Pete. 50% potential new visitors Considering taking a warm weather beach vacation in next 12 months Open to considering a St Pete Clearwater vacation Aged 25-54; $75,000 HHI Live in: Atlanta, Boston, Chicago, Cincinnati, Detroit, Indianapolis, Minneapolis, New York, Orlando, Philadelphia, or Pittsburgh 5

DETAILED FINDINGS PERCEPTIONS & DIFFERENTIATION

Better Overall Destination 67.4%* A 60% 47.2%* 40% 20% 25.3% B 21.4% B 17.8% 6.1% 6.8% 7.9% 0% First Time Visitors [A] Repeat Visitors [B] St. Pete/Clearwater Tampa They're Equal Don't Know Among potential visitors & even more so among repeat visitors, St. Pete/Clearwater is considered a better overall destination than Tampa by a wide margin. 7

Attributes Sorted by Importance Better Destination for Most Important Attributes Potential Visitors Offers high return for the price you pay Is a destination with a positive reputation Has pristine beaches, from remote to mainstream Has a variety of appealing dining options Has welcoming locals who make you feel comfortable Has a variety of beautiful resorts, accommodations Isn't overly congested with traffic--is easy to get around in Has natural beauty and wildlife to enjoy Has America's best beaches Has a relaxing, slower pace Offers distinctive, genuine and unique experiences Is a place where locals enjoy a good quality of life 5.6% 3.2% 4.5% 5.9% 3.5% 3.4% 6.6% 3.9% 7.3% 5.8% 8.6% 21.0% 14.4% 15.5% 19.0% 16.7% 27.7%* 29.8% 24.1% 31.0%* 32.1% 27.2% 34.0% 38.8%* 41.7% 44.8%* 42.6%* 25.5%* 42.5% 35.1%* 36.2% 51.4% 49.5%* 60.7%* 57.5%* 62.1%* 0% 20% 40% 60% 80% St. Pete/Clearwater Tampa They're Equal With one exception (dining option, where they tie), first time visitors consider St. Pete/Clearwater to be a better destination than Tampa by a wide margin. 8

Attributes Sorted by Importance Better Destination for Most Important Attribute Repeat Visitors Is a destination with a positive reputation Offers high return for the price you pay Has pristine beaches, from remote to mainstream Has a variety of appealing dining options Has natural beauty and wildlife to enjoy Has welcoming locals who make you feel comfortable Has a variety of beautiful resorts, accommodations Has America's best beaches Isn't overly congested with traffic--is easy to get around in Is a place where locals enjoy a good quality of life Has a relaxing, slower pace Offers distinctive, genuine and unique experiences 4.6% 1.8% 6.6% 4.2% 3.7% 4.5% 10.7% 1.7% 9.5% 7.2% 5.5% 3.5% 12.4% 10.8% 20.2% 20.3% 23.0% 27.2% 28.8% 50.6%* 39.7% 39.6%* 34.4% 34.9% 34.6% 31.5%* 44.6%* 44.2%* 45.1% 51.0% 52.8%* 62.6%* 60.5%* 80.0%* 76.3%* 0% 20% 40% 60% 80% St. Pete/Clearwater Tampa They're Equal And the same is true among repeat visitors. 81.7%* 9

Brand Momentum Potential Visitors St. Pete/Clearwater (n=1,460) Tampa Is the next hot vacation place to go 16.7% 8.5% Is a vacation destination on the way up 47.6 28.9 Is a vacation destination in limbo not moving up or down 32.0 49.5 Is a vacation destination that is on the way down 1.5 7.0 Is a passé vacation destination 2.2 6.0 Among potential visitors, St. Pete/Clearwater has more brand momentum than does Tampa. 10

Brand Momentum Repeat Visitors St. Pete/Clearwater (n=1,454) Tampa Is the next hot vacation place to go 26.3% 6.2% Is a vacation destination on the way up 45.6 29.8 Is a vacation destination in limbo not moving up or down 26.2 52.7 Is a vacation destination that is on the way down 1.1 5.4 Is a passé vacation destination 0.6 5.9 This is even more true among repeat visitors, onequarter of whom consider St. Pete/Clearwater the next hot vacation destination. 11

Destination Similarity 100% 80% 2.6% 2.4% 18.4% 21.1%* 15.6% 17.9% 60% 44.4%* 38.7% 40% 20% 0% 20.1% 14.4% Potential Visitors 34.5% 23.3%* 20.1%* Repeat Visitors 43.4%* Not at All Similar Slightly Similar Somewhat Similar Very Similar Extremely Similar Travelers do not consider St. Pete/Clearwater and Tampa to be highly similar. 12

Essence of Each Destination Potential Visitors 13 For potential visitors, the essence of Clearwater and St. Petersburg is their beaches. Tampa doesn t have any one essence, but more than Clearwater and St. Petersburg, it stands for professional sports, an urban vibe, and Busch Gardens. Coded Open-Ends Clearwater St. Petersburg Tampa (n=306)* Beach 57.2% 45.0% 29.2% Food 14.3 11.6 14.8 Beauty 11.5 8.4 3.8 Relaxing 9.9 9.4 2.5 Water 7.1 2.1 4.4 Traffic/Congestion/Crowded 6.5 2.1 5.2 Shopping 5.9 5.5 11.0 Nice weather 4.9 8.3 7.6 History 0.0 8.1 3.2 Museum 1.0 7.4 3.2 Professional sports 0.9 1.2 15.4 Big City/Urban 0.0 0.4 13.5 Busch Gardens 0.0 0.0 12.3 Family-friendly/Kid-friendly 3.7 3.4 6.5 Night life 2.4 3.1 5.6 Theme/Amusement parks 0.0 0.0 5.1 Don t know 16.5 16.6 9.0

Essence of Each Destination Repeat Visitors Coded Open-Ends Clearwater St. Petersburg Tampa (n=294)* 14 A similar pattern is apparent for repeat visitors. Beach 70.4% 51.4% 25.8% Food 20.0 20.4 15.9 Beauty 16.6 9.7 4.7 Relaxing 13.1 15.3 2.6 Traffic/Congestion/Crowded 8.5 1.9 9.3 Shopping 8.4 8.1 9.5 Water 6.8 2.3 4.1 Nice weather 5.3 7.0 8.8 Clean 5.0 3.4 1.0 Spring training/baseball 3.1 6.1 4.3 Resorts/Accommodations 4.3 5.9 3.4 History 1.1 5.7 1.7 Museum 0.3 5.0 3.1 Busch Gardens 0.0 1.0 13.7 Professional sports 1.4 1.3 12.8 Big City/Urban 0.0 0.7 13.3 Airport 0.4 0.4 9.6 Night Life 2.5 2.2 8.8 Ybor City 0.0 0.0 5.3 Don t know 7.6 9.7 3.6

Brand Personality Potential Visitors St. Pete/Clearwater Tampa St. Pete/Clearwater s brand personality is most often described as fun, friendly, clean, and family-oriented. It is more often considered fresh and exciting than is Tampa. Tampa s brand personality is most often considered modern, urban, and businessoriented. (n=1,460) Fun 48.5% 28.2% Friendly 49.3 20.8 Clean 46.7 13.7 Family-oriented 47.4 19.5 Active 30.8 31.5 Historic 32.3 25.4 Lively 25.4 26.2 Fresh 26.3 8.0 Exciting 22.0 20.6 Authentic 22.2 10.0 Genuine 21.8 7.7 Energetic 19.3 20.9 Modern 12.2 21.5 Urban 5.3 32.6 Business-oriented 4.0 31.0 15

Brand Personality Repeat Visitors St. Pete/Clearwater Tampa 16 Again, the pattern is pretty much the same for repeat visitors, but note that for this segment vibrant also overtly describes St. Pete/ Clearwater more than Tampa. (n=1,454) Fun 65.1% 28.8% Friendly 61.8 22.0 Clean 57.5 17.4 Family-oriented 56.6 20.0 Active 42.4 35.1 Historic 34.5 34.8 Lively 34.6 30.0 Fresh 27.0 7.2 Exciting 31.0 19.8 Authentic 26.5 14.2 Genuine 26.4 9.6 Vibrant 27.3 21.3 Energetic 25.6 24.3 Successful 24.0 23.0 Modern 12.6 25.3 Urban 5.1 39.7 Business-oriented 5.4 41.2

Overall Opinion 100% Potential Visitors 100% Repeat Visitors 80% 80% 60% 71.0%* 56.1% 60% 87.4%* 63.4% 40% 40% 20% 0% 27.7% St. Pete/Clearwater 41.1%* Tampa 20% 0% 12.4% St. Pete/Clearwater 34.9%* Tampa Bottom 2 Box Middle 3 Box Top 2 Box Bottom 2 Box Middle 3 Box Top 2 Box Potential visitors and even more so repeat visitors have more favorable overall perceptions of St. Pete/Clearwater than they do of Tampa. 17

Destination Synergy 18

How Tampa Complements St. Pete/ Clearwater 50% 40% 30% 20% 10% 0% Does Tampa Complement St. Pete/Clearwater? (% Yes) 34.9% Potential Visitors 46.9%* Repeat Visitors How Does Tampa Complement St. Pete/Clearwater? (Among Those Who Say Tampa Complements St. Pete/Clearwater) Potential Visitors(n=509) [A] Repeat Visitors (n=681) [B] Professional sports 27.8% 32.0% City/Urban 27.5 24.6 Airport 16.7 24.7 A Food/Restaurants 14.3 17.9 Shopping 11.2 18.6 A Busch Gardens 13.2 13.3 Bars/Nightlife/Clubs 11.8 12.6 About one-third of potential visitors and nearly half of repeat visitors say Tampa complements St. Pete/Clearwater in some way. Professional sports, a city/urban vibe, and the airport are the top complements. 19

How Tampa Detracts From St. Pete/Clearwater 20% 10% 0% Does Tampa Detract From St. Pete/Clearwater? (% Yes) 16.6% Potential Visitors 17.7% Repeat Visitors (Among Those Who Say Tampa Detracts From St. Pete/Clearwater) Potential Visitors (n=243) Repeat Visitors (n=257 Crime/Danger/Drugs 45.5% 45.2% Traffic/Crowding 40.8 43.5 Big city/urban 25.6 18.1 Dirty/Smelly/Polluted 7.4 8.5 Not enough beaches/inferior beaches Rundown areas/blight/ homelessness How Does Tampa Detract From St. Pete/Clearwater? (Coded Open-Ends) 5.4 10.1 6.3 6.5 Too fast-paced/hectic 6.8 5.5 About 17% say Tampa detracts from St. Pete/Clearwater in some way, most often crime/drugs, and traffic/crowding. 20

IMPLICATIONS & CONSIDERATIONS

St. Pete/Clearwater is perceived more favorably than Tampa by just about any measure St. Pete/Clearwater has better brand momentum among both first time and repeat visitors than does Tampa. Overall opinion of St. Pete/Clearwater is more favorable than that of Tampa. By a very wide margin 47% to 6% among potential visitors and 67% to 7% among repeat visitors St. Pete/Clearwater is considered a better destination overall than is Tampa (with the remaining travelers saying they are equal or they don t know which is better). On all of the most important attributes for selecting a warm weather destination except one, St. Pete/Clearwater is considered the better destination the exception being having a variety of appealing dining options, on which Tampa is tied. This is true for both potential and repeat visitors. 22

St. Pete/Clearwater is considered fun. It has foundational equity in perceptions as vibrant, fresh, and exciting and it is described in these ways significantly more than Tampa. Some of the brand personality characteristics St. Pete/Clearwater owns among potential visitors fun, friendly, clean, family-oriented. While potentail vistors do believe that St. Pete/Clearwater and Tampa are equally lively, vibrant, and energetic but that St. Pete /Clearwater is more fresh and exciting. The pattern is much the same for repeat visitors, except that for them St. Pete/Clearwater is more often than Tampa overtly described as vibrant. 23

Tampa brings more positives to the table than negatives including some things that St. Pete/Clearwater doesn t offer such as professional sports. And travelers already consider the area the Tampa Bay area or Tampa area. Travelers call the Pinellas County/Hillsborough County area of Florida by a variety of names, but Tampa Bay is the most common (mentioned by 17% of potential visitors and 20% of repeat visitors), followed by Tampa/St. Pete. Overall, names with Tampa in them predominate over those with Clearwater and/or St. Pete in them. In part this is due to the large majority of travelers who fly into Tampa International Airport. 35% of potential visitors and 47% of repeat visitors think Tampa complements St. Pete/Clearwater versus just 17% and 18% who think it detracts. Tampa s urban vibe and wide range of professional sports offerings make it distinctive and complementary to Clearwater/St. Pete s beachy, relaxing, fun, friendly vibe. 24