Charlotte County Fourth Quarter 2016 Tourism Presented to: Charlotte Harbor Visitor and Convention Bureau Research Data Services, Inc. March 2017
A. Key Visitor Metrics (Overnight Visitors Staying in Charlotte County Commercial Lodgings) Estimated Number of Visitors CY 2016: 406,700 people (+2.8%) Q4 2016: 75,500 people (+0.7%) Estimated Direct Expenditures CY 2016: $362,227,100 (+5.0%) Q4 2016: $68,382,600 (+3.0%) Total Economic Impact CY 2016: $552,396,300 (+5.0%) Q4 2016: $104,283,500 (+3.0%) Research Data Services, Inc. 3.23.17 2
B. Key Visitor Metrics (Oct. Dec. 2016) (Overnight Visitors Staying in Charlotte County Commercial Lodgings) Average Party Size Q4 2015: 2.6 people Q4 2016: 2.6 people Average Length of Stay in Charlotte Q4 2015: 6.5 nights Q4 2016: 6.6 nights Average Party Budget Q4 2015: $2,300.86 Q4 2016: $2,354.89 Research Data Services, Inc. 3.23.17 3
Visitor Origin Distribution (Oct. - Dec. 2016) Q4 2015 Q4 2016 10.9 3.7 Florida 6.8 34.7 Southeast Northeast Midwest 7.1 9.8 4.0 Florida 33.2 Southeast Northeast Midwest 20.7 17.1 6.1 Canada Europe Other U.S. 21.2 17.8 6.9 Canada Europe Other U.S. Research Data Services, Inc. 3.23.17 4
Visitor Origin Markets Δ % Florida 26,025 25,070-3.7 Southeast 4,575 5,210 +13.9 Northeast 12,825 13,440 +4.8 Midwest 15,525 16,000 +3.1 Canada 5,100 5,360 +5.1 Europe 8,175 7,400-9.5 US Opp Markets 2,775 3,020 +8.8 Fourth Quarter 75,000 75,500 +0.7 Research Data Services, Inc. 3.23.17 5
Top Domestic DMA s (Oct. Dec. 2016) Rank Order Q4 2015 Rank Order Q4 2016 Boston 2 1 Tampa/St. Petersburg 1 2 New York 9 3 Philadelphia 11 4 Greater Orlando Area 4 5 Miami/Ft. Lauderdale 6 6 Chicago 10 7 Minneapolis/St. Paul 7 8 West Palm Beach 5 9 Pittsburgh -- 10 Research Data Services, Inc. 3.23.17 6
Smith Travel Research Occupancy Charlotte County Occupancy ADR 2015 2016 2015 2016 October 56.7% 60.7% $82.13 $81.63 November 60.3 60.2 82.30 81.47 December 61.3 60.3 87.08 85.04 Oct. - Dec. Average 59.4% 60.4% $83.84 $82.71 Research Data Services, Inc. 3.23.17 7
Purpose of Trip (Multiple Response) Vacation/Getaway 86.4% 87.3% To Visit with Friends/Family 21.0 19.6 Family Events 9.1 8.2 Business/Meeting 8.6 7.1 A Fishing Trip 5.8 6.6 A Boating Trip 6.1 5.8 Wedding/Honeymoon 5.4 4.7 A Kayaking Trip 3.7 3.4 Golf/Tennis Trip 3.0 2.3 Research Data Services, Inc. 3.23.17 8
Types of Websites Consulted for Travel Information (Multiple Response) Destination Sites 53.9% 55.6% Airline Websites 39.7 42.7 Review/Rating Sites (i.e., Trip Advisor, Yelp, etc.) 43.2 42.4 Hotel Websites 43.8 42.1 Booking Sites (i.e., Travelocity, Expedia, etc.) 41.8 37.3 Mapping Sites (i.e., Map Quest, Google Maps, etc.) 28.3 30.6 Restaurant Websites 21.9 27.3 Rental Car Websites 20.3 19.6 Social Networking Sites (i.e., Facebook, Twitter, Pinterest, etc.) 17.6 17.1 Daily Deal/Coupon Sites (i.e., Groupon, Living Social, etc.) 15.0 11.1 Research Data Services, Inc. 3.23.17 9
Booked Travel Arrangements on the Internet for Trip (Prompted) 38.1 32.4 61.9 67.6 Yes No/Don't Know Yes No/Don't Know Research Data Services, Inc. 3.23.17 10
Charlotte Messaging Seen/Read/Heard Charlotte Message 40.0% 42.1% Influenced (Base: Resp. who saw/read/heard msg.) 81.6 82.4 Research Data Services, Inc. 3.23.17 11
How Visitors Travel to Charlotte 60.0 50.0 40.0 30.0 20.0 10.0 0.0 48.5 49.9 51.5 49.5 45.6 47.9 Fly Personal Car Rental Car Research Data Services, Inc. 3.23.17 12
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 38.5 35.7 37.5 31.2 12.5 SW FL (RSW) Tampa Intl Orlando/ Sanford Intl 9.0 7.6 4.4 Punta Gorda 6.3 4.1 Miami Intl Research Data Services, Inc. 3.23.17 13
Repeat Charlotte County Visitation 100 90 80 70 60 50 40 30 20 10 0 66.1 65.5 33.9 34.5 First Time Visiting Florida: Q4 2015: 1.2% Q4 2016: 2.0% First Time Repeat Research Data Services, Inc. 3.23.17 14
How First Learn About Charlotte (Multiple Response) Recommendation 54.2% 51.0% Internet 42.6 42.2 Brochure/Visitor Guide 11.2 11.5 Magazine/News Story 9.1 9.5 Research Data Services, Inc. 3.23.17 15
Type of Lodging Used 60.0 50.0 49.4 47.1 40.0 30.0 20.0 27.9 26.4 21.2 23.3 10.0 0.0 Hotel/Motel/ Resort/Campground Condominium/ Timeshare Beach House/Vacation Rental Research Data Services, Inc. 3.23.17 16
Party Composition (Multiple Response) 70.0 60.0 50.0 40.0 30.0 59.8 61.3 30.6 28.0 Traveling with Children/Young Adults: Q4 2015: 20.9% Q4 2016: 21.4% 20.0 10.0 8.8 8.5 6.2 6.7 7.4 5.5 0.0 Couple Family With Friends Single Group of Couples Research Data Services, Inc. 3.23.17 17
Activities Enjoyed in Area (Multiple Response) Dining Out 88.0% 87.3% Beach 86.3 83.2 Relaxing 75.3 73.7 Walking on the Beach 70.4 69.4 Shopping 53.8 56.6 Swimming 52.6 54.7 Pool 53.0 50.7 Reading 51.9 50.3 Research Data Services, Inc. 3.23.17 18
Activities Enjoyed in Area (cont.) (Multiple Response) Shelling 44.7% 47.4% Bars/Drinking Places 28.0 29.5 Visiting with Friends/Relatives 32.2 28.7 Fishing 28.5 27.3 Boating 19.7 21.3 Bird Watching 15.8 15.5 Golfing 9.1 8.0 Research Data Services, Inc. 3.23.17 19
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 97.5 98.7 92.6 95.4 4.9 3.3 92.9% of Q4 2016 visitors plan to return to the area Combined Very Satisfied Satisfied (Q4 2015: 92.6%). Research Data Services, Inc. 3.23.17 20
Demographics Average Age 53.1 years 51.9 years Median Household Income $109,460 $113,953 Research Data Services, Inc. 3.23.17 21
Charlotte Comments Wanted to go to the West coast of Florida and Port Charlotte is in the center. Sailing and boating. VRBO house rental and a dog friendly community. Safe, nice, friendly place. I have relatives living in the Port Charlotte area. They told me it wasn't as congested as the Fort Myers area that we visited two years ago. Good fishing, good boating, lots of attractions, good weather, easy to get to the Gulf of Mexico, and easy to access other areas of Florida. We like the laid back feel of the area. Fisherman Village was different and appealed to us for our girls' week trip. It is a more tropical area. Affordable beachfront. Just beautiful and lots of fun, plus great weather. It's a quaint little town with restaurants, shops, and bars. The parks are fabulous with hiking and lots of nature and birding. People were nice and we really enjoyed taking the ferry back and forth to Palm Island. It was definitely a sanctuary, stress free, and very relaxing. Along with good food and great weather! Beautiful, quaint, old world Florida feel. Can relax and not get stressed out by over population and horrible traffic snarls. Wonderful, small town charm with incredible outdoor recreational opportunities. Pleasant, peaceful, going back to the good ol' days. Research Data Services, Inc. 3.23.17 22
Charlotte Comments Research Data Services, Inc. 3.23.17 23
Thank You!!