RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA 33602 TEL (813) 254-2975 FAX (813) 223-2986 Second Quarter 2014 Visitor Profile (April June) Amelia Island Tourist Development Council Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. Research@KlagesGroup.com August 2014
H/M/C/C Visitor Statistics * CY Annual 2012 CY Annual 2013 12/ 13 Q2 2013 Q2 2014 13/ 14 Visitors (#) 461,400 519,400 +12.6 138,500 153,400 +10.8 Direct Expenditures ($) $278,078,500 $334,634,900 +20.3 $93,738,200 $111,675,200 +19.1 Total Economic Impact ($) $365,868,052 $440,279,200 k: 1.3157 $123,331,300 $146,931,000 k: 1.3157 * H/M/C/C: Visitors staying in a commercial lodging (hotel, motel, condo, or campground). Visitor Origin CY Annual 2012 CY Annual 2013 12/ 13 Q2 2013 Q2 2014 Florida 92,175 107,267 +16.4 32,963 34,362 +4.2 13/ 14 Southeast 194,389 213,508 +9.8 56,924 65,655 +15.3 Northeast 66,887 76,568 +14.5 19,667 24,544 +24.8 Midwest 68,968 78,597 +14.0 15,927 15,954 +0.2 Foreign 16,674 19,500 +16.9 5,263 5,522 +4.9 Markets of Opportunity 22,307 23,960 +7.4 7,756 7,363-5.1 Total 461,400 519,400 +12.6 138,500 153,400 +10.8 Occupancy and ADR ** April May June Visitor Origins (in Thousands) 2013 2014 8 6 66 57 4 33 34 2 25 20 16 16 5 6 8 7 FL SE NE MW FOR MO Second Quarter 2014 Visitor Origin Distribution () 4.8 3.6 FL 22.4 10.4 SE NE 16.0 MW FOR MO 42.8 Occupancy 2013 2014 1 Occupancy 2014 78.4 79.4 78.7 Occupancy 2013 72.0 68.8 74.3 Occ. ( 13/ 14) +8.9 +15.5 +5.9 ADR 2014 $237.92 $229.29 $226.15 ADR 2013 219.02 211.90 209.40 ADR ( 13/ 14) +8.6 +8.2 +8.0 RevPAR 2014 $186.60 $182.16 $177.92 RevPAR 2013 157.73 145.74 155.53 RevPAR ( 13/ 14) +18.3 +25.0 +14.4 ** Source: Smith Travel Research 2013 Update 8 6 4 2 $ 25 20 15 10 5 72.0 78.4 79.4 74.3 78.7 68.8 April May June Room Rates 2013 2014 237.9 219.0 229.3 226.2 211.9 209.4 April May June
Amelia Island Visitor Profile Second Quarter 2014 (Apr. Jun.) Amelia Calendar Year Summary Visitor Statistics Quarter 1 (Jan. - Mar.) Quarter 2 (Apr. - Jun.) Quarter 3 (Jul. - Sep.) Quarter 4 (Oct. - Dec.) Calendar Year 2012 Calendar Year 2013 2012/2013 H/M/C/C Visitors (#) 122,200 138,500 143,500 115,200 461,400 519,400 +12.6 Direct Expenditures ($) Total Economic Impact $74,055,600 $93,738,200 $92,378,100 $74,463,000 $278,078,500 $334,634,900 +20.3 $97,435,000 $123,331,300 $121,541,900 $97,971,000 $365,868,052 $440,279,200 +20.3 H/M/C/C Visitor Origins Quarter 1 (Jan. - Mar.) Quarter 2 (Apr. - Jun.) Quarter 3 (Jul. - Sep.) Quarter 4 (Oct. - Dec.) Calendar Year 2012 Rel # of Vis. Rel # of Vis. Rel # of Vis. Rel # of Vis. # of Visitors # of Visitors Calendar Year 2013 2012/2013 Florida 17.8 21,752 23.8 32,963 18.8 26,978 22.2 25,574 92,175 107,267 +16.4 Southeast 32.3 39,471 41.1 56,924 49.5 71,033 4 46,080 194,389 213,508 +9.8 Northeast 20.9 25,540 14.2 19,667 11.9 17,076 12.4 14,285 66,887 76,568 +14.5 Midwest 19.9 24,318 11.5 15,927 13.4 19,229 16.6 19,123 68,968 78,597 +14.0 Foreign 5.3 6,476 3.8 5,263 3.0 4,305 3.0 3,456 16,674 19,500 +16.9 Markets of Opp. 3.8 4,643 5.6 7,756 3.4 4,879 5.8 6,682 22,307 23,960 +7.4 Total 10 122,200 10 138,500 10 143,500 10 115,200 461,400 519,400 +12.6 2
SECOND QUARTER 2014 TOP DMA s States of Origin DMA s 1. Georgia 23.6 1. Atlanta 15.7 2. Florida 22.4 2. Jacksonville 6.7 3. New York/New Jersey 7.0 3. Greater Orlando Area 5.8 4. North Carolina 6.4 4. New York/New Jersey 4.2 5. South Carolina 5.0 5. Savannah 3.3 6. Tennessee 3.7 6. Tampa/St. Petersburg 3.1 7. Pennsylvania 3.2 7. Boston 2.9 8. Ohio 3.1 8. Philadelphia 2.6 9. Illinois 2.6 9. Chicago 2.4 10. Massachusetts 2.3 10. Charlotte 2.3 11. Virginia 2.3 11. Greenville/Spartanburg 2.3 12. Nashville 2.3 3
n = 582 n = 615 Length of Stay (Days) In Amelia Island 4.6 days 4.8 days Party Size (# of People) 2.8 people 2.9 people Travel Party (Multiple Response) Couple 47.1 52.2 Family 34.7 32.4 Extended Family 6.1 8.8 Group of Friends 6.5 8.1 Single 7.1 4.7 Have Children or Young Adults in Immediate Travel Party ( Yes) 31.9 29.7 Transportation Mode (Multiple Response) Personal Car/RV 73.6 69.9 Plane 26.4 28.1 Rental Car 20.9 21.8 Airport Deplaned (Base: Flew) Jacksonville International 86.4 86.2 Orlando International/Sanford 8.2 6.0 Purpose of Trip (Multiple Response) Vacation 66.5 7 A Getaway 17.1 16.2 Visit with Friends and Relatives 14.9 12.5 Business/Conference/Meeting 14.3 11.7 Special Event/Festival 5.6 7.0 Wedding/Honeymoon 4.1 4.5 Days 5.0 4.0 3.0 2.0 1.0 8 7 6 5 4 3 2 1 75.0 5 25.0 66.5 7 Length of Stay (Days) 4.6 4.8 In Amelia Island Transportation 73.6 69.9 Personal Car/RV 26.4 28.1 Plane Purpose of Trip (Top Four) 17.116.2 14.9 12.5 14.3 11.7 Vacation Getaway Friends/ Relatives 20.9 21.8 Rental Business/ Conf/ Mtg 4
n = 582 n = 615 First Visit to ( Yes) Amelia Island 50.8 55.0 Florida 6.5 8.0 Other Southeast Areas Considered for this Trip (Multiple Response) Considered Only Amelia Island 47.2 45.0 St. Augustine/Ponte Vedra 18.5 21.6 Savannah 16.1 15.6 Jacksonville Area 9.7 11.1 Hilton Head 10.2 9.3 Orlando 10.4 8.1 Jekyll Island 8.5 7.3 7 6 5 4 3 2 1 25.0 First Visit to Amelia Island New Market Share Gain from Florida Total 50.8 55.0 44.3 47.0 6.5 8.0 Other Areas Considered (Top Four) Why Chose Amelia Island (Multiple Response) Beach 47.2 53.6 Never Been/Try Something New 26.1 35.4 Hotel/Accommodations 27.0 30.9 Recommendation 23.2 26.2 Nature/Environment 21.2 25.6 Love/Like the Area 26.4 23.6 Appealing Brochures/Websites 18.9 22.8 History 18.1 21.9 Convenient Location 22.0 21.2 Attractions 18.0 19.5 Family Oriented Area 19.5 19.1 Weather 22.2 18.7 Previous Experience 20.6 14.6 Business/Meeting 16.7 13.3 Visiting with Friends/Family 12.5 12.3 Event 8.3 9.8 On the Way/Enroute 6.9 7.3 Travel Planning Window (2014) How Far in Advance Start Planning Trip -- 58.3 days How Far in Advance Book Reservations for Trip -- 41.5 days 2 15.0 1 5.0 6 5 4 3 2 1 18.5 21.6 St. Augustine Savannah Jacksonville Hilton Head Why Chose Amelia Island (Top Four) 53.6 47.2 16.115.6 26.1 35.4 11.1 9.7 10.2 9.3 27.0 30.9 23.2 26.2 Beach Never Been Hotel Recommend 5
n = 582 n = 615 Information Most Helpful to Visit (Multiple Response) Internet 80.5 83.3 Recommendation 28.5 34.7 Previous Visit 38.0 32.2 Hotel/Accommodations 21.3 24.3 Print Media 19.0 20.1 Special Event 11.5 12.6 Maps 10.3 10.8 Business/Conference/Meeting 12.1 9.3 Family 13.9 9.0 Satisfaction with Amelia Island Very Satisfied 80.1 83.8 Satisfied 17.9 15.1 Satisfaction Level (Very Satisfied + Satisfied) 98.0 98.9 Recommend Amelia Island to Friends/Relatives Yes 98.6 98.2 10 8 6 4 2 10 8 Information Helpful to Visit (Top Four) 80.5 83.3 28.5 34.7 38.0 32.2 Internet Recom. Previous Visit Satisfaction with Amelia Island Satisfied Very Satisfied 98.0 98.9 Plan to Return ( Yes) To Local Area 88.6 86.1 Demographics Average Age Head of Household (Years) 49.9 49.5 Median Annual Household Income $117,040 $117,370 Seen/Read/Heard Amelia Island Information ( Yes) 37.2 39.4 Influenced by Amelia Island Information (Base: Respondents Reporting Seen/Read/Heard Information) 48.4 56.2 Avg. Party Budget Breakdown Accommodations -- $965 Restaurant Food/Beverage -- 445 Grocery Store -- 78 Admissions to Attractions -- 64 Other Entertainment -- 86 Retail Purchases -- 210 Miscellaneous -- 263 Amelia Island Base Budget Total $1,895 $2,111 Per Person/Trip 677 728 Per Person/Day 147 152 6 4 2 Second Quarter 2013 Seen/Read/Heard Information 5 4 3 2 1 Second Quarter 2013 Second Quarter 2014 80.1 83.8 17.9 15.1 37.2 Yes 39.4 Second Quarter 2014 6 5 4 3 2 1 Information Influenced Second Quarter 2013 Second Quarter 2014 48.4 Yes 56.2 6
n = 582 n = 615 Used Internet to Get Travel Information for this Trip ( Yes) 90.4 92.3 Booked Travel for this Trip on the Internet ( Yes) 62.5 66.4 Activities Enjoyed in Area (Multiple Response) Historic Downtown 86.8 89.3 Beach 82.0 84.0 Dining Out 78.4 83.2 Relaxing 65.9 70.3 Walking on the Beach 65.0 69.0 Shopping 58.6 59.1 Sight-Seeing 44.5 50.2 Pool 45.5 43.2 Swimming 38.3 39.1 Shelling 32.3 36.4 Reading 35.0 35.8 State Parks 34.0 34.6 Attractions 22.6 27.9 Wildlife/Environment 23.6 26.2 Antiquing 19.6 21.6 Bars/Nightlife 18.5 19.4 Art Galleries 12.7 15.5 Exercising 16.7 14.5 Water Cruise 11.2 12.7 Visiting with Friends/Relatives 13.3 1 Golfing 10.8 9.1 Farmers Market 9.7 8.2 Fishing 6.9 5.7 Internet Use 90.4 92.3 62.5 66.4 10 8 6 4 2 Obtain Info on Web for Trip Book Travel this Trip on Web 10 8 6 4 2 Activities Enjoyed (Top Four) 86.8 89.3 82.0 84.0 78.4 83.2 Historic Downtown Beach Dining Out 7
Attributes that Describe Amelia Island Well Amelia Island Visitor Profile Second Quarter 2014 (April June) First Quarter 2013 First Quarter 2014 Attributes that Describe Amelia Island (Top Five) n = 582 n = 615 Beautiful Beaches 80.1 82.4 Second Quarter 2014 Second Quarter 2013 Historic Downtown 72.2 75.9 Clean Environment 73.5 73.9 Good Food & Restaurants 68.4 70.3 Safe Destination 66.1 66.7 Family Friendly 66.7 64.9 Complete Relaxation 65.7 61.3 Upscale Accommodations 51.3 54.3 A Romantic Place 49.1 51.9 Good Value for the Money 51.9 49.0 State Parks 34.7 36.1 Activities for All Ages 26.4 24.3 Good Golfing 13.9 11.9 Good Water Sports 9.9 10.9 Safe Destination Good Food Clean Environment Historic Downtown Beautiful Beaches 66.7 66.1 70.3 68.4 73.9 73.5 75.9 72.2 82.4 80.1 5 10 Art Galleries 9.1 10.2 Good Fishing 11.1 9.2 8
Reasons Visitors Chose Amelia Island for their Trip 9
Economic Indicators
Labor Market Net gain of 9.1 million jobs since January 2010. 700 Payroll Change Natl. Unemployment 12.0 500 1 300 Job Gains or Losses (000's) 100-100 -300-500 -700 Jan-06 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr-14 8.0 6.0 4.0 2.0 Unemployment Rates () -900 1
Confidence Boost Sentiment soars despite slowing home-price gains. Amelia Island Visitor Profile Second Quarter 2014 (April June) 2