RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 26 TAMPA, FLORIDA 3362 TEL (813) 254-2975 FAX (813) 223-2986 Second Quarter 215 Visitor Profile (April-June) Amelia Island Tourist Development Council Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. Research@ResearchDataLLC.com August 215
Amelia Island Visitor Profile Second Quarter 215 (April-June) H/M/C/C Visitor Statistics * CY Annual 213 CY Annual 214 13/ 14 Q2 214 Q2 215 Visitors (#) 519,4 574,4 +1.6 153,4 162,5 +5.9 Direct Expenditures ($) $334,634,9 $391,386,8 +17. $111,675,2 $119,925, +7.4 14/ 15 Total Economic Impact ($) $44,279,2 $514,947,5 k: 1.3157 $146,931, $157,785,3 k: 1.3157 * H/M/C/C: Visitors staying in a commercial lodging (hotel, motel, condo, or campground). Visitor Origin CY Annual 213 CY Annual 214 13/ 14 Q2 214 Q2 215 14/ 15 # 7 6 5 4 3 2 1 Visitor Origins (in Thousands) 37 34 7 66 214 215 25 25 16 17 6 5 7 8 FL SE NE MW FOR MO Second Quarter 215 Visitor Origin Distribution () Florida 17,267 116,31 +8.2 34,362 37,375 +8.8 Southeast 213,58 241,35 +12.9 65,655 7,363 +7.2 4.7 3. 1.6 23. FL SE Northeast 76,568 86,268 +12.7 24,544 25,25 +2. NE Midwest 78,597 81,45 +3.6 15,954 17,225 +8. 15.4 MW Foreign 19,5 25,377 +3.1 5,522 4,875-11.7 Markets of Opportunity 23,96 24,284 +1.4 7,363 7,637 +3.7 43.3 FOR MO Total 519,4 574,4 +1.6 153,4 162,5 +5.9 Occupancy and ADR ** April May June Occupancy 214 215 Occupancy 215 77.8 75.5 82.9 Occupancy 214 78.4 79.4 78.6 Occ. ( 14/ 15) -.7-4.9 +5.5 ADR 215 $258.63 $237.46 $239.5 ADR 214 237.95 229.32 226.27 ADR ( 14/ 15) +8.7 +3.5 +5.8 RevPAR 215 $21.34 $179.33 $198.6 RevPAR 214 186.6 182.15 177.89 RevPAR ( 14/ 15) +7.9-1.6 +11.6 ** Source: Smith Travel Research; 214 Update 1 Copyright 215. PCD-2 8.11.15 9 75 6 45 3 15 $ 3 25 2 15 1 5 78.4 79.4 78.6 77.8 75.5 April May June Room Rates 214 215 April May June 82.9 258.6 238. 229.3 237.5 226.3 239.5
Amelia Island Visitor Profile Second Quarter 215 (April-June) Amelia Calendar Year Summary Visitor Statistics CY Quarter 1 (Jan Mar 14) CY Quarter 2 (Apr Jun 14) CY Quarter 3 (Jul - Sep 14) CY Quarter 4 (Oct - Dec 14) Calendar Year 213 Calendar Year 214 CY 213-214 H/M/C/C Visitors (#) 137,3 153,4 16,7 123, 519,4 574,4 +1.6 Direct Expenditures ($) Total Economic Impact $9,339,3 $111,675,2 $17,1,1 $82,272,2 $334,634,9 $391,386,8 +17. $118,859,4 $146,931, $14,911,6 $18,245,5 $44,279,2 $514,947,5 +17. H/M/C/C Visitor Origins CY Quarter 1 (Jan Mar 14) CY Quarter 2 (Apr Jun 14) CY Quarter 3 (Jul - Sep 14) CY Quarter 4 (Oct - Dec 14) Calendar Year 213 Rel # of Vis. Rel # of Vis. Rel # of Vis. Rel # of Vis. # of Visitors # of Visitors Calendar Year 214 CY 213-214 Florida 15.4 21,144 22.4 34,362 19.6 31,497 23.6 29,28 17,267 116,31 +8.2 Southeast 35. 48,55 42.8 65,655 5.3 8,831 37.8 46,494 213,58 241,35 +12.9 Northeast 2.4 28,9 16. 24,544 1.8 17,356 13.3 16,359 76,568 86,268 +12.7 Midwest 18.3 25,126 1.4 15,954 13. 2,891 15.8 19,434 78,597 81,45 +3.6 Foreign 7.6 1,435 3.6 5,522 2.8 4,5 4. 4,92 19,5 25,377 +3.1 Markets of Opp. 3.3 4,531 4.8 7,363 3.5 5,625 5.5 6,765 23,96 24,284 +1.4 Total 1. 137,3 1. 153,4 1. 16,7 1. 123, 519,4 574,4 +1.6 2 Copyright 215. PCD-1 8.11.15
Amelia Island Visitor Profile Second Quarter 215 (April-June) SECOND QUARTER TOP DMA S (214-215) States of Origin DMA s 214 215 214 215 1. Georgia 23.6 27.5 1. Atlanta 15.7 17.9 2. Florida 22.4 23. 2. Jacksonville 6.7 6.8 3. New York/New Jersey 7. 7.3 3. Greater Orlando Area 5.8 6.2 4. North Carolina 6.4 5.5 4. New York/New Jersey 4.2 3.9 5. Pennsylvania 3.2 5. 5. Savannah 3.3 3.1 6. South Carolina 5. 4.6 6. Charlotte 2.3 2.9 7. Tennessee 3.7 3.8 7. Tampa/St. Petersburg 3.1 2.5 8. Ohio 3.1 3.7 8. Chicago 2.4 2.3 9. Illinois 2.6 3. 9. Boston 2.9 2.2 1. Massachusetts 2.3 2.5 1. Philadelphia 2.6 2.1 11. Michigan -- 2.5 11. Tallahassee -- 2.1 3 Copyright 215. PCD-1 8.11.15
Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 Length of Stay (Days) In Amelia Island 4.8 days 4.7 days Party Size (# of People) 2.9 people 3. people Days 5 4 Length of Stay (Days) Second Quarter 214 Second Quarter 215 4.8 4.7 Travel Party (Multiple Response) Couple 52.2 49.4 Family 32.4 34.6 Extended Family 8.8 11.9 Group of Friends 8.1 7. Single 4.7 4.3 Have Children or Young Adults in Immediate Travel Party ( Yes) 29.7 3.1 Transportation Mode (Multiple Response) Personal Car/RV 69.9 67.9 Plane 28.1 28.6 Rental Car 21.8 22.4 Airport Deplaned (Base: Flew) Jacksonville International 86.2 84.5 Orlando International/Sanford 6. 8.7 3 2 1 8 7 6 5 4 3 2 1 69.9 In Amelia Island Transportation Second Quarter 214 Second Quarter 215 67.9 28.1 28.6 Purpose of Trip (Top Four) 21.8 Personal Car/RV Plane Rental 22.4 Purpose of Trip (Multiple Response) Vacation 7. 68.7 A Getaway 16.2 17.3 Visit with Friends and Relatives 12.5 12.7 Business/Conference/Meeting 11.7 8.8 Special Event/Festival 7. 8.4 Wedding/Honeymoon 4.5 5.7 7 6 5 4 3 2 1 7.68.7 Second Quarter 214 Second Quarter 215 16.217.3 Vacation Getaway Friends/ Relatives 12.512.7 11.7 8.8 Business/ Conf/Mtg 4 Copyright 215. PCD-1 8.11.15
Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 First Visit to ( Yes) Amelia Island 55. 54.3 Florida 8. 6.1 Other Southeast Areas Considered for this Trip (Multiple Response) Considered Only Amelia Island 45. 48.6 St. Augustine/Ponte Vedra 21.6 19.6 Savannah 15.6 13.4 Jekyll Island 7.3 9.9 Jacksonville Area 11.1 9.4 Orlando 8.1 7.8 Hilton Head 9.3 7.6 Why Chose Amelia Island (Multiple Response) Beach 53.6 53.9 Never Been/Try Something New 35.4 32.5 Recommendation 26.2 28.5 Hotel/Accommodations 3.9 27.1 Nature/Environment 25.6 24.2 Weather 18.7 22.1 Appealing Brochures/Websites 22.8 21.4 Love/Like the Area 23.6 2.6 History 21.9 19.9 Convenient Location 21.2 18.6 Family Oriented Area 19.1 17.1 Attractions 19.5 16.4 Visiting with Friends/Family 12.3 13.4 Previous Experience 14.6 12.3 Event 9.8 1. Business/Meeting 13.3 9.2 On the Way/Enroute 7.3 5.6 Travel Planning Window How Far in Advance Start Planning Trip 58.3 days 56. days How Far in Advance Book Reservations for Trip 41.5 days 38. days 7 6 5 4 3 2 1 6 5 4 3 2 25 2 15 1 5 First Visit to Amelia Island New Market Share Gain from Florida Total Second Quarter 214 Second Quarter 215 Other Areas Considered (Top Four) SecondQuarter 214 Second Quarter 215 21.6 19.6 St. Augustine Why Chose Amelia Island (Top Four) 53.653.9 55. 54.3 47. 48.2 8. 6.1 15.6 13.4 Savannah Second Quarter 214 Second Quarter 215 35.4 32.5 7.3 11.1 9.9 9.4 Jekyll Island Jacksonville Area 26.2 28.5 3.9 27.1 1 Beach Never Been Recom. Hotel 5 Copyright 215. PCD-1 8.11.15
Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 Information Most Helpful to Visit (Multiple Response) Internet 83.3 86. Recommendation 34.7 37. Previous Visit 32.2 33.9 Hotel/Accommodations 24.3 24.7 Print Media 2.1 2.2 Special Event 12.6 1.8 Family 9. 9.2 Maps 1.8 8.5 Business/Conference/Meeting 9.3 7. Satisfaction with Amelia Island Very Satisfied 83.8 81.8 Satisfied 15.1 15.3 Satisfaction Level (Very Satisfied + Satisfied) 98.9 97.1 Recommend Amelia Island to Friends/Relatives Yes 98.2 97.6 Plan to Return ( Yes) To Local Area 86.1 84.4 Demographics Average Age Head of Household (Years) 49.5 49.3 Median Annual Household Income $117,37 $124,128 Seen/Read/Heard Amelia Island Information ( Yes) 39.4 41.3 Influenced by Amelia Island Information (Base: Respondents Reporting Seen/Read/Heard Information) 56.2 54.1 Avg. Party Budget Breakdown Accommodations $965 $998 Restaurant Food/Beverage 445 476 Grocery Store 78 72 Admissions to Attractions 64 67 Other Entertainment 86 9 Retail Purchases 21 231 Miscellaneous 263 281 Amelia Island Base Budget Total $2,111 $2,215 Per Person/Trip 728 738 Per Person/Day 152 157 1 8 6 4 2 Information Helpful to Visit (Top Four) 83.3 86. 34.7 37. 32.2 33.9 24.324.7 Internet Recom. Previous Visit Satisfaction with Amelia Island Seen/Read/Heard Information 5 4 3 2 1 1 8 6 4 2 Second Quarter 214 Second Quarter 215 Satisfied Very Satisfied 98.9 97.1 83.8 81.8 15.1 15.3 Second Quarter 214 Second Quarter 214 Second Quarter 215 39.4 41.3 Yes Second Quarter 215 6 5 4 3 2 1 Hotel Information Influenced Second Quarter 214 Second Quarter 215 56.2 Yes 54.1 6 Copyright 215. PCD-1 8.11.15
Amelia Island Visitor Profile Second Quarter 215 (April-June) Second Quarter 214 Second Quarter 215 n = 615 n = 659 Used Internet to Get Travel Information for this Trip ( Yes) 92.3 92.6 Booked Travel for this Trip on the Internet ( Yes) 66.4 65.8 1 8 Internet Use Second Quarter 214 Second Quarter 215 92.3 92.6 Activities Enjoyed in Area (Multiple Response) Historic Downtown 89.3 88.3 Beach 84. 83.1 Dining Out 83.2 82.7 Relaxing 7.3 68.7 Walking on the Beach 69. 67.7 Shopping 59.1 58.7 Sight-Seeing 5.2 46.9 Pool 43.2 41.7 Swimming 39.1 37.2 State Parks 34.6 36.8 Shelling 36.4 35.1 Reading 35.8 32.4 Wildlife/Environment 26.2 25.6 Attractions 27.9 25.1 Antiquing 21.6 2.5 Bars/Nightlife 19.4 18.5 Exercising 14.5 15.5 Art Galleries 15.5 14.8 Water Cruise 12.7 13.9 Visiting with Friends/Relatives 1. 1.7 Farmers Market 8.2 8.9 Golfing 9.1 8.5 Fishing 5.7 6.6 6 66.4 65.8 4 2 Obtain Info on Web for Trip Book Travel this Trip on Web Activities Enjoyed (Top Three) Second Quarter 214 Second Quarter 215 1 8 89.3 88.3 84. 83.1 83.2 82.7 6 4 2 Historic Downtown Beach Dining Out 7 Copyright 215. PCD-1 8.11.15
Amelia Island Visitor Profile Second Quarter 215 (April-June) Attributes that Describe Amelia Island Well Attributes that Describe Amelia Island (Top Five) Second Quarter 214 n = 615 Second Quarter 215 n = 659 Second Quarter 215 Second Quarter 214 Beautiful Beaches 82.4 8. Historic Downtown 75.9 75.4 Clean Environment 73.9 72.6 Good Food & Restaurants 7.3 71.3 Safe Destination 66.7 68.4 Family Friendly 64.9 62.4 Complete Relaxation 61.3 61.4 Upscale Accommodations 54.3 51.7 A Romantic Place 51.9 5.3 Good Value for the Money 49. 45.5 State Parks 36.1 36.4 Activities for All Ages 24.3 22.8 Good Water Sports 1.9 13.3 Art Galleries 1.2 1.7 Good Fishing 9.2 9.5 Good Golfing 11.9 9.2 Safe Destination Good Food Clean Environment Historic Downtown Beautiful Beaches 68.4 66.7 71.3 7.3 72.6 73.9 75.4 75.9 8. 82.4 5 1 8 Copyright 215. PCD-1 8.11.15