Visit St. Petersburg/Clearwater VISITOR PROFILE STUDY Report of Findings February 2018 Research prepared for Visit St. Petersburg/Clearwater by Destination Analysts, Inc.
TABLE OF CONTENTS Overview & Methodology Point of Origin & Demographic Profile Top 10 Visitor Insights Visitor Trip Details Travel Planning and Satisfaction Metrics 3 6 9 10 22
OVERVIEW & METHODOLOGY This report presents interim monthly findings of a comprehensive visitor profile development study conducted by Destination Analysts, Inc. on behalf of Visit St. Petersburg/Clearwater. The data presented here comes from an in-person intercept survey of St. Pete/Clearwater area visitors at locations throughout the destination. To be considered a visitor respondents had to reside outside of Pinellas County. This preliminary report presents the top-line survey data collected from these surveys in February 2018. Note that data presented in this interim report is unweighted. Once more data has been collected, we will develop appropriate weighting techniques so the final statistics emerging from the project will accurately reflect the overall population of St. Pete/Clearwater area visitors. In total, 421 completed surveys from Pinellas County visitors were collected. Page 3
RESEARCH OBJECTIVES The overarching goal of this survey-based research is to create in-depth profiles of Pinellas County visitors, including: Detailed trip characteristics (i.e. tripographic information like the reason for visiting the area, length of stay, place of stay, etc.) Travel party composition Activities & attractions visited in the St. Petersburg/Clearwater area Evaluation of St. Petersburg/Clearwater brand attributes Detailed visitor spending estimates Travel planning resources used by St. Petersburg/Clearwater area visitors Visitor satisfaction Visitor demographics Image by Destination Analysts surveyor at Clearwater Beach, February 2018. Page 4
VISITOR INTERCEPT OVERVIEW Destination Analysts survey team worked at locations around the St. Petersburg/Clearwater area to randomly select and interview visitors. The questionnaire was administered to persons residing outside Pinellas County at the following locations and events: 3 Daughters Brewing Beach Drive The Chihuly Collection Clearwater Beach Clearwater Marine Aquarium Clearwater Sea-Blues Festival The Dali Museum John's Pass Village & Boardwalk Shephard s Resort St. Petersburg-Clearwater International Airport St. Petersburg Saturday Morning Market Straub Park Wyndham Grand Clearwater Beach Image by Destination Analysts surveyor at Clearwater Sea-Blues Festival in Coachman Park. Page 5
POINT OF ORIGIN & DEMOGRAPHIC PROFILE Page 6
Point Of Origin Chart: Country of Origin Chart: State of Origin Chart: MSA of Origin United States Canada United Kingdom Germany Other 87.9% 9.5% 1.2% 0.2% 1.0% 0% 20% 40% 60% 80% 100% Ohio Florida Michigan Illinois New York Pennsylvania Indiana Wisconsin Minnesota New Jersey Iowa Massachusetts Kentucky Tennessee 11.2% 9.6% 9.3% 9.3% 7.0% 5.3% 5.1% 4.8% 4.5% 3.7% 3.4% 3.4% 3.1% 2.8% 0% 10% 20% 30% 40% Tampa, FL Detroit, MI Chicago, IL Orlando, FL Minneapolis-St. Paul, MN-WI Pittsburgh, PA St. Louis, MO-IL Dayton-Springfield, OH Columbus, OH Cleveland, OH Cincinnati, OH-KY-IN Indianapolis, IN Flint, MI Boston, MA Grand Rapids, MI Milwaukee, WI 4.0% 3.6% 3.3% 2.9% 2.9% 2.9% 2.5% 2.5% 2.5% 2.2% 2.2% 2.2% 2.2% 1.8% 1.8% 1.8% 0% 10% Question: In what country do you reside? Question: What is your zip/postal code? Base: All Respondents. 421 responses. Base: Domestic respondents. 356 responses. Question: What is your zip/postal code? Base: Domestic respondents. 276 responses. Page 7
Demographic Profile The following presents the demographic profile for all respondents surveyed in February 2018. Mean age 59.8 Female 40.2% Male 59.8% Mean household income $70,536 Married/partnered 78.7% Has children under 18 5.3% Ethnicity Caucasian 96.9% Latino/Hispanic 0.7% Black/African-American 0.5% Heterosexual LGBTQ 1.7% 92.3% Page 8
TOP 10 VISITOR INSIGHTS FEBRUARY 2018 1. In February 2018, the top domestic visitor markets represented were Tampa, FL (4.0%), Detroit, MI (3.6%), and Chicago, IL (3.3%), followed by Orlando, FL (2.9%), Minneapolis-St. Paul, MN-WI (2.9%) and Pittsburgh, PA (2.9%). 2. In total, 12.1 percent of survey respondents were international residents, with Canada (9.5%) being the top international market. 3. Nine in ten domestic survey respondents (90.4%) were out-of-state residents, up from 77.9 percent in January 2018. 4. One-in-five visitors (21.6%) were in the St. Petersburg/Clearwater area for the first time (vs. 40.5% in February 2017). 5. The typical travel party included 2.4 people. In total, 7.8 percent of travel groups surveyed included children under 18. 6. On average, February 2018 visitors stayed 8.5 days in the St. Pete/Clearwater area (vs. 6.8 in February 2017), spending an average of $104.67 per person, per day (vs. $174.20 in February 2017). 7. A majority of visitors arrived in the area by car, using either a personal automobile (50.1%) or rental car (18.6%). Of the visitors who arrived into the area by airplane, 42.3 percent flew into the St. Petersburg-Clearwater International Airport, while 47.0 percent flew into Tampa. 8. Nearly all visitors surveyed (99.1%) said they were satisfied (7.9%) or very satisfied (91.2%) with their experience in the St. Pete/Clearwater area. Respondents rated their likelihood to recommend the area to other travelers an average of 9.5 out of 10. 9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.4 out of 10. 10. In total, 32.9 percent of February 2018 visitors surveyed recalled reading, seeing or hearing paid or earned media for the St. Pete/Clearwater area in the past six months. Page 9
VISITOR TRIP DETAILS Page 10
Lodging Type / Daily Spending In-Market Chart: Type of Lodging Chart: Per Day Travel Party Spending Hotel, resort or motel in SPC Hotel, resort or motel outside of SPC 2.1% 42.5% Hotel/motel/inn/lodging (per night, before tax) $102.94 Home share rental in SPC Home share rental outside SPC Condo/vacation home in SPC Condo/vacation home outside SPC Private residence in SPC Private residence outside SPC Campground in SPC RV/Trailer park in SPC Other lodging outside SPC 2.9% 0.5% 0.2% 5.7% 2.4% 16.2% 20.7% Restaurants (including in your hotel) Retail store purchases Other Entertainment & sightseeing Gas, parking and local transportation Car rental (in area only) Other $8.70 $7.51 $7.47 $10.82 $23.95 $67.09 Mean Travel Party Spending = $228.47 Avg # of People Covered by Spending = 2.2 2.18 Mean Spending per Person = $104.67 Feb 17 Mean Spending per Person = $174.20 Just passing through Regional Resident on a Day Trip 6.9% $0 $50 $100 $150 0% 20% 40% 60% Question: Where are you staying overnight on this trip to the St. Pete/Clearwater area? (Select one) Base: All Respondents. 421 responses. Question: Approximately how much will you spend on each of the following while in the St. Petersburg/Clearwater area? Base: All Respondents. 375 responses. Page 11
Days & Nights in St. Pete/Clearwater Chart: Days in Market Chart: Nights in Market 10 or more 9 8 7 6 5 4 3 1.0% 7.0% 10.5% 4.8% 8.3% 9.3% 6.8% Mean Days (< 30) = 8.5 Feb 17 Mean Days = 6.8 Mean Days (> 30) = 16.2 More than 10 9 8 7 6 5 4 3 2 2.3% 1.0% 8.0% 9.5% 4.8% 8.0% 9.3% 6.0% 35.3% Mean Nights (< 30) = 7.5 Mean Nights (> 30) = 15.5 2 7.5% 1 6.5% 1 9.5% 0 11.5% 0% 10% 20% 30% 40% 0% 10% 20% 30% 40% Question: How many total days and nights did you, or will you, stay in the St. Question: How many total days and nights did you, or will you, stay in the St. Petersburg/Clearwater area on this trip? Petersburg/Clearwater area on this trip? Base: All Respondents. 400 responses. Base: All Respondents. 400 responses. Page 12
Primary Reason for Visit / Other Destinations Visited Chart: Primary Reason for Visit Vacation Visit friends or family in the area Business Weekend getaway Attend special event Conference/tradeshow Other personal reasons Attend sports event/tournament On or pre/post a cruise Wedding Honeymoon Government business/travel 2.2% 1.9% 1.5% 1.5% 1.5% 1.2% 1.2% 17.4% Question: What is your primary reason for visiting the St. Pete/Clearwater Area? (Select one) Base: All Respondents. 413 responses. 71.7% 0% 20% 40% 60% 80% Chart: Other Destinations Visited on St. Pete/Clearwater Trip Tampa 22.6% Sarasota Area 10.7% Orlando/Disney 10.2% Ft. Myers/SW Florida 5.0% Ft. Lauderdale/Palm Beach 2.1% Crystal River 1.9% Florida Keys 1.2% Lakeland/Winter Haven 1.2% Jax/St. Augustine 1.0% Miami 0.7% Everglades 0.7% Ocala/Gainesville 0.7% Daytona 0.7% Kennedy/Space Coast/Cocoa/Melbourne 0.5% Panhandle 0.5% Sebring 0.5% Tallahassee NONE SPC was my only destination 54.6% 0% 20% 40% 60% Question: Which of these other destinations did you visit while on this trip? (Show list. Select all that apply) Base: All Respondents. 421 responses. Page 13
Method of Arrival & Departure / Arrival Airport & Airline Chart: Method of Arrival and Departure Arrival Departure Airline 34.0% 55.8% Personal vehicle 50.1% 47.4% Rental vehicle 18.6% 14.8% Rideshare (Uber, Lyft, etc.) 2.1% 1.7% Taxi or limo 1.9% 0.5% RV 1.2% 1.2% Tour bus 0.5% 0.5% Public bus 0.2% 0.2% Train 0.2% Other 0% 20% 40% 60% Question: How did you arrive into the St. Pete/Clearwater area and how will you leave? (Select all that apply) Base: All Respondents. 419 responses. Charts: Airport of Arrival and Airline Used Tampa Int l. St. Pete-Clearwater Int l Orlando Int l. SW Fl Int l. (Ft. Myers) Ft. Lauderdale Int l. Sanford Int l Sarasota/Bradenton Int l Miami Int l. Jacksonville Int l. Palm Beach Int l. 47.0% 42.3% 6.4% 2.6% 0.9% 0.4% 0.4% 0% 50% Allegiant Southwest Delta Airlines American Airlines United Jet Blue Sun Country Alaska Airlines Other Question: At which airport did you arrive into the area? Which airline did you use? Base: Respondents who arrived by Airline. 234 responses. 46.9% 17.5% 11.8% 5.2% 3.3% 2.4% 0.9% 11.8% 0% 50% Page 14
Rental Vehicle Pick-Up City / Transportation Used In-Market Chart: Rental Vehicle Pick-Up City Chart: Transportation Used In-Market Tampa 48.3% Personal vehicle Rental vehicle 34.9% 58.4% St. Petersburg/ Clearwater area 36.6% Uber, Lyft, etc. 8.4% Orlando 8.3% Public bus Taxi or limo 6.0% 1.9% Ft. Myers 3.4% Bicycle 1.7% Fort Lauderdale 1.4% Free Beach Rides Tour bus 1.4% 0.2% Sanford 0.7% Boat Motorcycle 0.2% West Palm Beach 0.7% RV 0% 20% 40% 60% 0% 20% 40% 60% 80% Question: In which city did you rent your rental vehicle? (Select one) Base: Respondents who arrived in the area by rental car. 145 responses. Question: Which modes of transportation did you, or will you, use while in the St. Petersburg/ Clearwater area? (Select all that apply) Base: All Respondents. 416 responses. Page 15
Travel Party Composition / Travel Party Size Chart: Travel Party Composition Chart: Travel Party Size Solo Couple Immediate Family 8.8% 11.2% 78.6% Mean Male adults (18 yrs. +) 1.09 Female adults (18 yrs. +) 1.17 Extended Family Group of Couples Group of Friends Tour Group 1.4% 2.1% 4.0% Male children (0 to 17 yrs.) 0.07 Female children (0 to 17 yrs.) 0.06 Average Travel Party Size 2.4 Percent with children in party 7.8% Business Associates 0.5% 0% 20% 40% 60% 80% 100% Question: Which best describes your travel group on this trip? Are you? (Select all that apply) Base: All Respondents. 420 responses. Question: How many people of each type are in your immediate travel party, including yourself? Base: All Respondents. 421 responses. Page 16
Important Factors to Destination Decision / Trip Activities Chart: Important to Decision to Visit Weather Beaches that suit my tastes Friends or family in the area Overall ambiance & atmosphere Arts & cultural offerings Attractions in the area Restaurants, cuisine, food scene Outdoor recreational opportunities Recommendation from people I know Scenic beauty Shopping opportunities Appealing hotels/resorts and other lodging options Good deal on airfare Advertisements for the area A specific attraction Good hotel rate Sports or sporting events Special event(s) and/or festival(s) Easy to get to Golf The St.Pete/Clearwater area is family-friendly Breweries/Distilleries/Craft beer scene The St.Pete/Clearwater area is romantic The area s unique culture Fishing opportunities Articles, features, reviews, etc. about the area Lifelong desire to visit 40.1% 31.0% 24.1% 15.8% 15.3% 13.1% 10.6% 8.1% 7.9% 6.9% 6.4% 5.4% 4.9% 4.4% 3.9% 3.4% 2.7% 2.7% 2.5% 1.7% 1.5% 1.2% 1.2% 1.0% 0.7% 0.2% 61.8% 0% 20% 40% 60% 80% Question: Which of the following were IMPORTANT to your decision to take this trip to St. Petersburg/Clearwater area? (Select all that apply) Base: All Respondents. 406 responses. Chart: Trip Activities Dining in restaurants Visit the beach Shopping Visit friends or family Bars/Nightlife Visit museums Attend a festival or special event Swimming Other boating Golf Fishing Visit breweries and/or distilleries Shelling Guided tour Biking Baseball Spring Training Attend or participate in a sporting event Bird watching Take a dining cruise Parasailing Photography Kayaking/Canoeing Sailing Jet skiing Paddle boarding 30.4% 22.8% 22.6% 16.6% 15.0% 11.4% 7.4% 6.4% 4.3% 4.0% 4.0% 3.6% 3.6% 2.6% 2.4% 1.9% 1.9% 1.4% 1.0% 0.7% 67.9% 94.3% 82.7% 0% 20% 40% 60% 80% 100% Question: Which of these activities did you, or will you, participate in while in the St. Pete/Clearwater area? (Select all that apply) Base: All Respondents. 421 responses. Page 17
First-Time Visit to Florida / Previous Visitation to St. Pete/Clearwater Chart: First Time Visitors to Florida Chart: Previous Visitation to the St. Pete/Clearwater Area Yes, 2.1% More than 20 visits, 14.1% First-time Visitors, 21.6% 11-20 Previous Visits, 9.8% Mean # of Past Trips = 8.0 No, 97.9% 1-10 Previous Visits, 54.4% Question: Is this your first visit to Florida? Base: All Respondents. 420 responses. Question: Prior to this visit, how many times have you been to the St. Petersburg/Clearwater area? Base: All Respondents. 417 responses. Page 18
Attractions Visited / Communities Visited Chart: Attractions Visited Chart: Communities Visited Dali Art Museum Tarpon Springs Ft. Desoto Park Orlando Area Theme Parks Clearwater Marine Aquarium Sunken Gardens Busch Gardens Caladesi Island Florida Botanical Gardens Heritage Village Florida Aquarium in Tampa Weedon Island Preserve Kennedy Space Center Tampa Bay Rays Game/Tropicana Field Brooker Creek Preserve Adventure Island Other NONE OF THESE 14.7% 12.8% 9.7% 7.0% 6.5% 6.5% 4.1% 3.1% 2.7% 1.2% 1.0% 1.0% 0.7% 0.2% 6.5% 54.3% Clearwater Beach Madeira Beach Treasure Island St. Petersburg St. Pete Beach Tarpon Springs Dunedin Indian Shores & Indian Rocks Beach Clearwater Largo Pass-A-Grille Beach North Redington Beach/Redington Shores Gulfport Seminole Palm Harbor Pinellas Park Safety Harbor Oldsmar Tierra Verde 58.9% 48.2% 42.8% 40.4% 29.7% 16.9% 16.9% 15.9% 14.3% 10.7% 9.5% 8.6% 7.8% 4.5% 4.3% 3.6% 3.3% 2.6% 1.4% 0% 20% 40% 60% 0% 20% 40% 60% 80% Question: Which of these attractions did you (or will you) visit while on this trip? (Select all that apply) Base: All Respondents. 414 responses. Question: Which of the following communities in the St. Pete/Clearwater area did you visit? (Show list. Select all that apply) Base: All Respondents. 421 responses. Page 19
Most Liked Aspect / Feelings in St. Pete-Clearwater Chart: Most Liked Aspects of St. Pete/Clearwater (Unaided) Chart: Feelings in St. Pete/Clearwater Area (Unaided) The Beaches & Ocean 35.5% Calm/Relaxed 54.7% Tropical Climate 34.8% Happy 14.7% Fine/Good 10.1% Relaxed yet Modern Atmosphere 4.3% Amazing 8.0% Tourist Attractions (museum, aquarium) 3.9% Welcomed 4.1% Friendly People 3.9% Comfortable Energized/Excited 3.6% 1.7% Accessible & Convenient 3.4% Refreshed 1.4% Variety of Fun Activities 2.7% Negative feelings 1.0% Clean 2.7% Safe 0.5% 0% 20% 40% 60% 0% 20% 40% Question: What do you like most about the St. Petersburg/Clearwater area? Base: All Respondents. 414 responses. Question: What one word or phrase best describes how you feel in the St. Petersburg/Clearwater area? Base: Respondents. 415 responses. Page 20
Attractions or Services that Would Enhance the Destination Experience Chart: Additional Attractions or Services (Unaided) It needs no improvement Cheaper & More Parking Less congestion More Public Transportation Options More Cultural Activities More Affordable Lodging Options More beach & boardwalk rentals Restaurant Diversity More kid friendly activities More Shopping Tourist Information Bars and food options on the beach More shaded areas Better Nightlife Clean it up More public restrooms Finish the Pier Better Signage 8.6% 7.2% 4.8% 2.4% 2.4% 2.1% 2.1% 2.1% 1.7% 1.7% 1.0% 1.0% 0.7% 0.7% 0.7% 0.7% 0.7% 59.3% 0% 20% 40% 60% 80% Question: In your opinion, what services or additional attractions would most enhance your experience in the St. Petersburg/Clearwater Area? Base: All Respondents. 290 responses. Page 21
TRAVEL PLANNING AND SATISFACTION METRICS Page 22
When Decision to Visit was Made / Travel Planning Resources Used Chart: Average Time Between Decision to Visit and Arrival Chart: Resources Used before Arrival and While In Market User-generated content/review websites, such as Yelp and TripAdvisor Used Before Arrival Used In Market 43.5% 35.2% Online travel agencies (Expedia, Travelocity, etc.) 31.8% 0.5% 132.7 Days in Advance Opinions of friends or relatives 24.9% 22.6% Social Media content 12.6% 11.4% Lifestyle or travel magazines 3.3% 4.5% Travel guides, brochures 2.9% 15.7% Travel agency (traditional, offline) 1.9% 0.5% Newspaper travel section 1.7% 3.3% Official St. Petersburg/Clearwater area tourism website, www.visitstpeteclearwater.com 1.4% 2.6% Television programming 1.2% 1.0% YouTube or other online videos 1.0% 1.0% Official Visit St. Pete/Clearwater Destination Magazine 1.0% 0.5% Radio programming 0.5% Question: Approximately how many days before you arrived did you make the decision to visit the St. Petersburg/Clearwater area for this trip? Base: All Respondents. 438 responses. Question: Which of the following resources did you use to plan your trip to the St. Petersburg/Clearwater area BEFORE you arrived and which did you (or do you plan to) use while IN the area for this trip? (Select all that apply.) Base: All Respondents. 421 responses. Page 23
Experience Satisfaction / Earned & Paid Media Recall Chart: Overall Satisfaction Chart: Media Recall Very satisfied 91.2% Maybe/Not sure, 4.8% Satisfied 7.9% Yes, 32.9% Neutral neither satisfied nor unsatisfied 0.7% Very unsatisfied Unsatisfied 0.2% No, 62.3% 0% 20% 40% 60% 80% 100% Question: How satisfied are you with your experience in the St. Petersburg/Clearwater area on this trip? (Select one) Base: All Respondents. 420 responses. Question: In the last six months, have you seen, read, or heard any travel stories, advertising, or promotions for the St. Petersburg/Clearwater area? Base: All Respondents. 419 responses. Page 24
Likelihood to Recommend / Likelihood to Return Chart: Likelihood to Recommend St. Pete/Clearwater Area Chart: Likelihood to Return to St. Pete/Clearwater Area 9.5/10 9.4 /10 Question: How likely are you to recommend the St. Petersburg/Clearwater area as a place to visit to other travelers? Please use a 10-point scale where 1 represents Definitely will NOT recommend and 10 represents Certain to recommend. Base: All Respondents. 419 responses. Question: How likely are you to return to the St. Petersburg/Clearwater area? Please use a 10-point scale where 1 represents Definitely will NOT return and 10 represents Certain to return. Base: All Respondents. 417 responses. Page 25