RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA 33602 TEL (813) 254-2975 FAX (813) 223-2986 Clearwater/Clearwater Beach Visitor Profile and Occupancy: 2009 through 2013 Fall Season 2013 (September, October, November, December) Prepared for: City of Clearwater Prepared by: Research Data Services, Inc. www.researchdatallc.com March 2014
Number of Visitors (Commercial Lodging) 203,100 221,000 235,600 252,300 271,700 Direct Expenditures $137,023,514 $150,558,900 $166,516,800 $191,453,800 $217,516,800 Total Economic Impact $272,896,030 $299,853,100 $331,634,900 $381,299,400 $433,206,500 Estimated Room Nights 406,176 450,100 480,300 527,600 564,800 Resort Tax Collections $1,638,108 $1,917,030 $1,903,582 $2,283,227 $2,611,504 Occupancy 53.9% 57.1% 58.4% 60.1% 62.8% Average Daily Room Rate $80.66 $85.20 $89.24 $97.44 $104.12 Length of Stay (Days) Away from Home 9.4 9.4 9.3 9.2 9.1 In St. Petersburg/Clearwater Area 6.0 5.9 5.8 5.7 5.8 Party Size (# of People) 2.8 2.7 2.6 2.5 2.6 Type of Party Couple (Traveling without Children) 55.3% 55.6% 56.0% 57.9% 54.5% Family 36.8 37.3 33.4 33.0 37.7 Single 7.9 7.2 8.1 7.9 8.8 1
Transportation (Multiple Response) (Percentaged to the Base of All Respondents) Plane 79.0% 77.7% 77.9% 78.4% 75.8% Rental Car 63.8 62.7 64.6 66.7 62.4 Personal Car 21.0 22.3 21.4 20.3 22.7 Airport Deplaned (Base: Flew) Tampa International 66.7% 65.2% 65.4% 67.7% 69.2% Orlando International/Sanford 30.1 29.0 26.5 21.0 18.9 St. Petersburg-Clearwater International (PIE) N/A N/A N/A N/A 7.5 Miami International 1.6 2.9 3.9 5.4 3.4 Purpose of Trip (Visitor Survey) (Multiple Response) Vacation 89.7% 83.1% 83.0% 84.9% 83.5% Visit Friends/Relatives 13.2 13.3 12.5 13.0 15.9 Purpose of Trip (Occupancy Survey) Group N/A N/A N/A 19.3% 23.1% First Visit to (% Yes) St. Petersburg/Clearwater Area 41.0% 38.6% 37.0% 40.8% 38.8% Florida 11.1 6.5 10.0 9.8 7.9 2
Info. Most Helpful to Visit (Open Ended Multiple Response) Internet 87.0% 91.7% 95.5% 94.3% 92.4% A Previous Visit 49.2 44.4 49.1 46.7 49.6 Recommendation 17.7 19.8 17.3 18.2 18.4 Business Contacts 7.7 14.0 15.2 15.9 17.1 Print Media 10.3 8.3 9.1 9.6 12.8 Travel Professional 8.4 10.3 11.4 12.0 10.8 Travel Professional Assisted (% Yes) 21.2% 19.5% 21.6% 19.3% 16.5% Reservations Yes 96.0% 95.7% 93.9% 94.9% 93.4% No 4.0 4.3 6.1 5.1 6.6 Where Stay Night Before St. Petersburg/Clearwater At Home 63.5% 64.9% 67.6% 65.5% 69.9% In Florida (Not in St. Pete/Clearwater) 31.5 28.5 25.3 26.6 23.4 On Road (Not in Florida) 5.0 6.6 7.1 7.9 6.7 Where in Florida (Base: Respondents in Florida Night Prior to Arriving in St. Petersburg/Clearwater) Orlando 70.6% 66.0% 62.2% 60.9% 56.6% Visit Other Florida Areas This Trip (Overnight Trips Only -- % Yes) 34.1% 31.8% 33.5% 32.9% 29.5% 3
*Attractions/Theme Parks Visited (Open Ended Multiple Response) Orlando Theme Parks N/A 22.1% 18.5% 20.0% 18.4% Clearwater Marine Aquarium N/A N/A N/A 12.8 15.7 Busch Gardens 11.2 8.5 11.4 9.8 12.6 Salvador Dali Museum N/A 3.0 3.6 3.2 3.3 Satisfaction with St. Petersburg/ Clearwater Area Satisfied (Combined) 94.4% 93.7% 95.2% 96.6% 98.1% Area Expense Relative to Expectations More Expensive 4.4% 9.3% 8.9% 9.5% 9.8% Less Expensive 6.9 10.5 13.1 11.0 6.3 As Expected 83.9 73.4 73.0 76.4 80.7 Don t Know 4.8 6.8 5.0 3.1 3.2 Recommend St. Petersburg/ Clearwater Area to Friends/Relatives (% Yes) 93.9% 94.5% 95.4% 95.9% 96.7% Plan to Return (% Yes) To Local Area 89.2% 87.2% 89.9% 91.0% 93.6% Average Age Head of Household (Years) 48.8 49.0 48.2 47.5 48.1 Median Annual Household Income $109,588 $113,116 $110,693 $112,069 $114,662 *Note: survey changed in 2011. 4
St. Petersburg/Clearwater Area Message Seen/Read/Heard (% Yes) 50.3% 48.3% 50.5% 53.8% 53.6% Directly Influenced by Message (Base: Seen/Read/Heard Message) 47.3% 49.9% 52.0% 53.4% 53.1% St. Petersburg/Clearwater Area Base Party Budget Total $1,807.00 $1,758.24 $1,766.64 $1,823.63 $2,001.47 Per Person/Trip 645.36 651.20 679.48 729.45 $769.80 Per Person/Day 107.56 110.37 117.15 127.97 $132.72 Occupation Professional/Technical 35.4% 39.6% 41.1% 40.8% 41.0% Executive/Managerial 22.5 23.3 26.0 26.7 25.0 Retired 15.1 12.8 11.0 10.2 12.7 Salesman/Buyer 8.5 8.0 7.3 5.6 5.2 Craft/Mechanical/Factory 8.2 7.2 7.5 7.1 4.7 5
When Did Visitors Make Reservations for This Trip to the St. Petersburg/Clearwater Area Less than One Month 58.3% 60.4% 60.4% 59.0% 58.4% 1-2 Months 16.0 17.7 18.7 18.5 17.4 3 Months or More 25.7 21.9 20.9 22.5 24.2 Have Internet Access 95.0% 96.5% 97.0% 98.2% 98.4% Use Internet to: (Base: Respondents who have Internet Access) Obtain Travel Information 97.8% 98.7% 98.8% 99.2% 97.7% Book Travel Services On-line 90.8 94.0 94.8 95.1 96.7 Book Lodging Reservations: (Base: Respondents who Book Travel Reservations On-line) 67.8% 67.0% 66.3% 71.5% 75.0% 6
Clearwater/Clearwater Beach Fall 2013 Commercial Lodging Visitor Origins Market Percent of Total Visitation Florida 12.3% Southeast 4.9 Northeast 19.4 Midwest 23.0 Canada 4.4 Europe 31.4 Markets of Opportunity 4.6 7