Visit St. Petersburg/Clearwater VISITOR PROFILE STUDY Report of Findings December 2017 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 December 2017. 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, 453 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 Destination Analysts research staff at PIE airport. 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: Beach Drive The Chihuly Collection Clearwater Beach Clearwater Marine Aquarium The Dali Museum John's Pass Village & Boardwalk Shephard s Resort St. Petersburg-Clearwater International Airport St. Petersburg Saturday Morning Market Sunken Gardens Wyndham Grand Clearwater Beach Destination Analysts research staff interviewing visitors at the St. Petersburg Saturday Morning Market. 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 87.6% 6.9% 2.0% 1.1% 2.4% 0% 20% 40% 60% 80% 100% Florida Ohio Illinois New York Michigan Pennsylvania Indiana New Jersey California Tennessee Maryland Kentucky Wisconsin Minnesota 23.2% 9.6% 6.3% 5.5% 5.2% 4.7% 3.9% 3.4% 3.1% 2.6% 2.6% 2.6% 2.3% 2.3% 0% 10% 20% 30% 40% Tampa, FL Orlando, FL Sarasota-Bradenton, FL Minneapolis-St. Paul, MN-WI Cincinnati, OH-KY-IN Detroit, MI Chicago, IL Washington, DC-MD-VA Columbus, OH Rochester, NY Philadelphia, PA-NJ Los Angeles-Long Beach, CA St. Louis, MO-IL Rockford, IL Lakeland-Winter Haven, FL Baltimore, MD 9.8% 5.2% 2.8% 2.8% 2.8% 2.5% 2.5% 2.2% 2.2% 1.8% 1.8% 1.8% 1.5% 1.5% 1.5% 1.5% 0% 10% 20% Question: In what country do you reside? Question: What is your zip/postal code? Base: All Respondents. 451 responses. Base: Domestic respondents. 384 responses. Question: What is your zip/postal code? Base: Domestic respondents. 325 responses. Page 7
Demographic Profile The following presents the demographic profile for all respondents surveyed in December 2017. Mean age 52.7 Female 47.5% Male 52.5% Mean household income $78,119 Married/partnered 70.8% Has children under 18 8.4% Ethnicity Caucasian 86.2% Latino/Hispanic 4.1% Black/African-American 3.2% Asian/Pacific Islander 1.1% Heterosexual LGBTQ 1.6% 92.0% Page 8
TOP 10 VISITOR INSIGHTS DECEMBER 2017 1. In December 2017, the top domestic visitor markets represented were Tampa, FL (9.8%) and Orlando, FL (5.2%), followed by Sarasota- Bradenton, FL (2.8%) and Minneapolis-St. Paul, MN-WI (2.8%). 2. In total, 12.4 percent of survey respondents were international residents, with Canada (6.9%) being the top international market. 3. Three quarters of domestic survey respondents (76.8%) were out-of-state residents. 4. One-in-five visitors (19.5%) were in the St. Petersburg/Clearwater area for the first time (vs. 41.0% in December 2016). 5. The typical travel party included 2.7 people. In total, 11.3 percent of travel groups surveyed included children under 18. 6. On average, December 2017 visitors stayed 5.9 days in the St. Pete/Clearwater area (vs. 5.7 in December 2016), spending an average of $112.85 per person, per day (vs. $161.91 in December 2016). 7. A large majority of visitors arrived in the area by car, using either a personal automobile (50.0%) or rental car (30.1%). Of the visitors who arrived into the area by airplane, 45.1 percent flew into the St. Petersburg-Clearwater International Airport. 8. Nearly all visitors surveyed (99.4%) said they were satisfied (8.9%) or very satisfied (90.5%) with their experience in the St. Pete/Clearwater area. Respondents rated their likelihood to recommend the area to other travelers a 9.5 out of 10, on average. 9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.1 out of 10. 10. In total, 26.8 percent of December 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 5.1% 35.8% Hotel/motel/inn/lodging (per night, before tax) $86.74 Home share rental in SPC Home share rental outside SPC 4.9% 0.0% Restaurants (including in your hotel) $84.92 Condo/vacation home in SPC 11.9% Retail store purchases $42.87 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 0.4% 3.3% 0.4% 2.2% 0.2% 19.6% Other Entertainment & sightseeing Car rental (in area only) Gas, parking and local transportation Other $11.73 $8.29 $6.14 $9.89 Mean Travel Party Spending = $250.58 Avg # of People Covered by Spending = 2.2 Mean Spending per Person = $112.85 Dec. 16 Mean Spending per Person = $161.91 Just passing through Regional Resident on a Day Trip 0.4% 15.7% $0 $50 $100 $150 0% 20% 40% Question: Where are you staying overnight on this trip to the St. Pete/Clearwater area? (Select one) Base: All Respondents. 453 responses. Question: Approximately how much will you spend on each of the following while in the St. Petersburg/Clearwater area? Base: All Respondents. 346 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 0.5% 7.9% 11.3% 6.4% 11.1% 9.8% 7.9% 22.6% Mean Days (< 30) = 5.9 Dec. 16 Mean Days = 5.7 Mean Days (incl. > 30) == 8.6 More than 10 9 8 7 6 5 4 3 2 0.7% 0.5% 8.1% 11.3% 6.1% 11.3% 9.6% 8.6% 21.6% Mean Nights (< 30) = 4.8 Mean Nights (incl. > 30) = 7.7 2 5.2% 1 3.9% 1 17.4% 0 18.2% 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. 407 responses. Base: All Respondents. 407 responses. Page 12
Primary Reason for Visit / Other Destinations Visited Chart: Primary Reason for Visit Vacation Visit friends or family in the area Attend special event Other personal reasons Weekend getaway Business Wedding Conference/tradeshow Attend sports event/tournament On or pre/post a cruise Honeymoon Government business/travel 0.9% 0.7% 0.7% 0.5% 0.2% 0.0% 7.4% 5.6% 5.3% 4.2% 23.0% Question: What is your primary reason for visiting the St. Pete/Clearwater Area? (Select one) Base: All Respondents. 431 responses. 51.5% 0% 20% 40% 60% Chart: Other Destinations Visited on St. Pete/Clearwater Trip Tampa 18.1% Orlando/Disney 8.4% Sarasota Area 6.2% Ft. Myers/SW Florida 4.4% Crystal River 2.0% Miami 1.5% Lakeland/Winter Haven 1.3% Kennedy/Space Coast/Cocoa/Melbourne 1.1% Florida Keys 1.1% Everglades 1.1% Ocala/Gainesville 0.7% Jax/St. Augustine 0.7% Daytona 0.7% Panhandle 0.4% Ft. Lauderdale/Palm Beach 0.4% Tallahassee 0.2% Sebring 0.2% NONE SPC was my only destination 64.7% 0% 20% 40% 60% 80% Question: Which of these other destinations did you visit while on this trip? (Show list. Select all that apply) Base: All Respondents. 453 responses. Page 13
Method of Arrival & Departure / Arrival Airport Chart: Method of Arrival and Departure Arrival Departure Personal vehicle 50.0% 48.9% Airline 15.0% 36.6% Rental vehicle 30.1% 27.9% Rideshare (Uber, Lyft, etc.) 4.5% 4.0% Tour bus 1.6% 1.6% Taxi or limo 1.6% 1.1% Public bus 1.1% 1.1% Train 0.4% 0.2% RV 0.2% 0.2% Other 0.4% 0.4% 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. 448 responses. Chart: Airport of Arrival St. Pete-Clearwater Int l 45.1% Tampa Int l. 42.1% Orlando Int l. 10.4% Miami Int l. 1.2% SW Fl Int l. (Ft. Myers) 0.6% Sanford Int l 0.6% Jacksonville Int l. 0.0% Palm Beach Int l. 0.0% Ft. Lauderdale Int l. 0.0% Sarasota/Bradenton Int l 0.0% 0% 20% 40% 60% Question: At which airport did you arrive into the area? (Select one)? Base: Respondents who arrived by Airline. 164 responses. Page 14
Rental Vehicle Pick-Up City / Transportation Used In-Market Chart: Rental Vehicle Pick-Up City Chart: Transportation Used In-Market Tampa 54.8% Personal vehicle Rental vehicle 35.4% 58.1% St. Petersburg/ Clearwater area 23.6% Uber, Lyft, etc. 8.3% Orlando 15.9% Public bus Free Beach Rides 3.8% 2.3% Miami 3.2% Tour bus 1.8% Sanford 1.3% Bicycle Taxi or limo 1.8% 0.9% Outside of Florida 0.6% Motorcycle Boat 0.5% 0.0% Ft. Myers 0.6% RV 0.0% 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. 157 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. 444 responses. Page 15
Travel Party Composition / Travel Party Size Chart: Travel Party Composition Chart: Travel Party Size Couple 60.1% Immediate Family Solo Group of Friends Group of Couples Extended Family Business Associates 23.1% 13.2% 5.8% 2.0% 2.0% 1.8% Mean Male adults (18 yrs. +) 1.16 Female adults (18 yrs. +) 1.24 Male children (0 to 17 yrs.) 0.14 Female children (0 to 17 yrs.) 0.13 Average Travel Party Size 2.7 Percent with children in party 11.3% Tour Group 0.7% 0% 20% 40% 60% 80% Question: Which best describes your travel group on this trip? Are you? (Select all that apply) Base: All Respondents. 446 responses. Question: How many people of each type are in your immediate travel party, including yourself? Base: All Respondents. 450 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 A specific attraction Arts & cultural offerings Attractions in the area Restaurants, cuisine, food scene Outdoor recreational opportunities Shopping opportunities Scenic beauty Recommendation from people I know Appealing hotels/resorts and other lodging options Easy to get to Special event(s) and/or festival(s) Good hotel rate Good deal on airfare Sports or sporting events Fishing opportunities Advertisements for the area Golf Breweries/Distilleries/Craft beer scene The St.Pete/Clearwater area is family-friendly The area s unique culture Articles, features, reviews, etc. about the area The St.Pete/Clearwater area is romantic Lifelong desire to visit 13.9% 13.2% 11.5% 9.7% 8.1% 7.9% 7.2% 5.8% 5.8% 4.8% 3.7% 3.5% 3.2% 1.6% 1.2% 0.9% 0.5% 0.5% 0.2% 0.2% 0.2% 0.0% 0.0% 22.9% 33.5% 43.2% 41.8% 0% 20% 40% 60% 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. 433 responses. Chart: Trip Activities Dining in restaurants Visit the beach Shopping Visit friends or family Visit museums Bars/Nightlife Other boating Swimming Attend a festival or special event Shelling Photography Biking Visit breweries and/or distilleries Fishing Bird watching Guided tour Attend or participate in a sporting event Golf Take a dining cruise Sailing Parasailing Paddle boarding Kayaking/Canoeing Jet skiing Baseball Spring Training 29.4% 26.5% 21.6% 11.7% 9.9% 9.5% 4.2% 4.2% 4.0% 3.8% 3.5% 3.5% 3.1% 2.9% 1.5% 0.9% 0.9% 0.7% 0.7% 0.7% 0.7% 0.4% 57.2% 70.6% 87.2% 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. 453 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, 4.5% More than 20 Visits, 18.1% First-time Visitors, 19.5% 11-20 Previous Visits, 11.4% Mean # of Past Trips = 9.5 No, 95.5% 1-10 Previous Visits, 51.0% Question: Is this your first visit to Florida? Base: All Respondents. 440 responses. Question: Prior to this visit, how many times have you been to the St. Petersburg/Clearwater area? Base: All Respondents. 437 responses. Page 18
Attractions Visited / Communities Visited Chart: Attractions Visited Dali Art Museum 20.2% Tarpon Springs 7.3% Orlando area Theme Parks 5.7% Busch Gardens 5.0% Clearwater Marine Aquarium 4.8% Florida Botanical Gardens 4.6% Sunken Gardens 2.8% Ft. Desoto Park 2.5% Caladesi Island 2.1% Florida Aquarium in Tampa 1.8% Heritage Village 1.1% Weedon Island Preserve 0.5% Kennedy Space Center 0.5% Tampa Bay Rays game/tropicana 0.2% Brooker Creek Preserve 0.2% Adventure Island 0.2% Other 4.6% NONE OF THESE 60.8% 0% 20% 40% 60% 80% Chart: Communities Visited Clearwater Beach St. Petersburg Madeira Beach Treasure Island St. Pete Beach Indian Shores & Indian Rocks Beach Clearwater Tarpon Springs Largo Dunedin Pass-A-Grille Beach Palm Harbor Gulfport North Redington Beach/Redington Shores Seminole Tierra Verde Pinellas Park Safety Harbor Oldsmar 11.0% 10.6% 10.4% 9.1% 8.2% 4.6% 4.2% 3.8% 3.5% 3.1% 2.9% 2.4% 1.8% 0.7% 47.9% 42.4% 38.0% 30.7% 21.9% 0% 20% 40% 60% Question: Which of these attractions did you (or will you) visit while on this trip? (Select all that apply) Base: All Respondents. 436 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. 453 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 Tropical Climate Relaxed yet Modern Atmosphere Scenic Beauty 9.0% 5.9% 23.8% 38.5% Calm/Relaxed Happy Amazing 7.2% 21.8% 50.1% Accessible & Convenient 5.9% Comfortable 6.2% Tourist Attractions (museum, aquarium) 4.4% Fine/Good 5.5% Variety of Fun Activities Friendly People Shopping Everything Family Friendly Clean 2.8% 2.3% 2.1% 1.8% 1.5% 1.0% Welcomed Energized/Excited Refreshed Negative feelings Entertained 4.1% 1.9% 1.7% 0.7% 0.5% Safe 0.5% Safe 0.2% Restaurants and Bars 0.5% 0% 20% 40% 60% 0% 20% 40% 60% Question: What do you like most about the St. Petersburg/Clearwater area? Base: All Respondents. 390 responses. Question: What one word or phrase best describes how you feel in the St. Petersburg/Clearwater area? Base: Respondents. 417 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 More Public Transportation Options Bars and food options on the beach More Shopping Better Nightlife Less congestion More beach & boardwalk rentals Tourist Information Restaurant Diversity More kid friendly activities More Cultural Activities More Affordable Lodging Options Clean it up More shaded areas More public restrooms 9.0% 8.0% 3.5% 3.1% 2.8% 2.4% 2.4% 1.7% 1.7% 1.0% 1.0% 0.3% 0.3% 0.3% 0.3% 61.9% 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. 289 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 47.9% 29.8% Online travel agencies (Expedia, Travelocity, etc.) 32.5% 0.7% 110.8 Days in Advance Opinions of friends or relatives 26.7% 22.1% Social Media content 14.3% 12.1% Official St. Petersburg/Clearwater area tourism website, www.visitstpeteclearwater.com 2.4% 3.3% Lifestyle or travel magazines 2.4% 1.8% Travel guides, brochures 1.8% 10.2% Newspaper travel section 0.9% 0.7% YouTube or other online videos 0.7% 0.2% Television programming 0.4% 0.4% Official Visit St. Pete/Clearwater Destination Magazine 0.2% 0.0% Radio programming 0.2% 0.2% Travel agency (traditional, offline) 0.0% 0.0% 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. 453 responses. Page 23
Experience Satisfaction / Earned & Paid Media Recall Chart: Overall Satisfaction Chart: Media Recall Very satisfied Satisfied 8.9% 90.5% Maybe/Not sure 5.2% Yes, 26.8% Neutral neither satisfied nor unsatisfied 0.7% Very unsatisfied 0.0% Unsatisfied 0.0% No, 68.0% 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. 440 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. 440 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 9.1 /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. 438 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. 435 responses. Page 25