Visit South Walton Visitor Tracking Study: Summer 2014 Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Powell Kerr & Downs Research
Study Objectives Profile travel parties to South Walton Size, length of stay, number of times visited Assess motivation for visiting South Walton Determine likelihood of returning Define mode of transportation Assess importance of vacation attributes Capture rating of South Walton on vacation attributes Calculate daily expenditures & expenditures by category Investigate trip planning information Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center Create a demographic profile of visitors 2
Methodology Internet survey Sample Size - 965 completed surveys Target Individuals Summer* visitors to South Walton Data collection: September 9, 2014 October 27, 2014 *June, July, August. 3
Conclusions 4
Typical South Walton visitor Traveled in a party composed of 6.3 people. Traveled with 2.3 kids under the age of 20 in their travel party. Was 50 years old. Was female (63%). Had a median household income of $144,000. Was from the Southeast (76%). Stayed in a condo or rental house (83%). 5
Origin of Summer Visitors Traditional Top Markets Sample Atlanta 9% Dallas-Ft Worth 8% Houston 6% Nashville 6% Birmingham 5% New Orleans 5% Memphis 4% St Louis 3% Baton Rouge 2% Louisville 2% Cincinnati 2% Pensacola-Mobile 2% Jackson 1% Little Rock 1% Tallahassee 1% Chattanooga 1% Montgomery 1% Huntsville 1% Columbus 1% Washington DC-Baltimore 1% Chicago 1% Indianapolis 1% Charlotte 1% Jacksonville 1% Knoxville 1% 67% 6 67% of South Walton Visitors live in 25 major cities. 1% 14% 9% 76% Southeast Northeast West Midwest
Origin of Summer Visitors 85% of Summer Visitors live in 10 states. Texas 18% Tennessee 13% Georgia 12% Alabama 11% Louisiana 10% Kentucky 5% Florida 4% Mississippi 4% Arkansas 4% Missouri 4% ---------------------------- 85% 7
Visit South Walton Summer 2014 Visitors Note: This map shows the general distribution of visitors. The GIS program aggregates visitors within specific areas. For example, some of the 66 Dallas visitors live in Ft. Worth and surrounding areas. 8
Accommodations Condo, rental house 83% Hotel/motel 11% Personal condo, house, timeshare, etc. 5% Friends and relatives 1% RV park/campground/cabin 0% Other 0% 9
Typical South Walton visitor Drove to South Walton (89%). 11% who flew used the following airports: Northwest Florida Beaches International Airport (Panama City) 48% Northwest Florida Regional Airport (Ft Walton Beach) 34% Pensacola 8% Other 10% 10
Typical South Walton visitor Spent 5.9 nights in South Walton. 20% were first time visitors. 30% had visited more than 10 times. 11
Typical South Walton visitor Gave South Walton a rating of 9.1¹ as a place to vacation 95% will return to South Walton* Definitely will return 74% Probably will return 21% Probably will not return 2% Definitely will not return 1% Don t know 2% ¹10 = Excellent; 1 = Poor *About 1% of visitors will not return to South Walton because of each of the following reasons: 1. Too crowded; 2. prefer more variety in vacation spots; and 3. too expensive 12
Typical South Walton visitor Importance of attributes when choosing a vacation spot vs. ratings for South Walton Place you feel comfortable Pleasant place to unwind Good place for family vacation Sugary white sand and turquoise blue waters Scenic beauty Customer service Value for your travel dollar Returning to familiar places, people, and traditions Place that s different and unique Activities other than the beach Having a variety of communities nearby Cultural events & festivals 5.1 13 9.3 9.2 9.2 9.2 9.1 9.2 9.0 9.3 8.9 9.0 8.8 8.3 8.5 7.6 7.1 8.1 6.8 7.4 6.5 7.2 6.2 7.4 6.1 Importance when choosing a vacation spot Rating South Walton
Typical South Walton travel party Spent $934 a day. Spent $5,511 on their trip. 1 Average Daily Expenditure Total Trip Expenditure Accommodations $456 $2,690 Restaurants $133 $785 Groceries $63 $372 Shopping $108 $637 Entertainment $71 $419 2 Transportation $61 $360 Other $42 $248 Total $934 $5,511 14
Typical South Walton visitors Plan their vacation about 4 months in advance. A week or two 9% A month or so 15% 2 months 13% 3 months 14% 4 to 5 months 23% 6 months or more 26% 15
Typical South Walton visitors Use the following sources to plan their trips*: Friends, family Website for 1 of the 16 beach areas in South Walton Search sites VisitSouthWalton.com Travel websites Online travel reviews and blogs Hotel websites Brochures, travel guides, visitor guides Airline websites Facebook Travel magazines Travel agent Newspapers Television * Multiple responses permitted Twitter 9% 6% 3% 3% 1% 1% 1% 34% 28% 25% 22% 16% 49% 47% 58% 16
Typical South Walton visitor Has a smartphone or tablet (95%). Uses their smartphone to plan their trip or to learn where to visit or how to get around while they are here (77%). 11% of visitors use the South Walton Beach Finders app on their trips. 17
Typical South Walton visitor 25% of visitors viewed a South Walton Visitors Guide before going to South Walton. Visitors Guide received a rating of 7.4 out of 10¹. 1% of visitors stopped at the Visitors Center at the intersection of US 331 and US 98 during their trip to South Walton. Visitors Center received a rating of 8.8 out of 10¹. ¹10 = Extremely useful; 1 = Not at all useful 18
Typical South Walton visitor Engaged in the following on their last trip to South Walton:* Beach Restaurants Relax and unwind Family time, reading, cooking, etc. Shopping, antiquing Biking, running, etc. Water sports Bars, nightclubs Attractions Golf or tennis Special events Hiking, nature walks, bird watching, eco tours State parks Dune lakes Spas Art galleries, museums, cultural events Business meetings, conferences Other 24% 24% 18% 17% 15% 14% 8% 8% 7% 6% 5% 38% 50% 78% 75% * Multiple responses permitted 95% 93% 87% 19
Typical South Walton visitor 24% of visitors use the term South Walton when referring to the area. 87% of visitors only considered visiting 1 of the 16 beaches on their last trip. Summer visitors, in their life, have been to following beaches in South Walton:* Sandestin Santa Rosa Beach Miramar Beach Rosemary Beach Seagrove Seaside Grayton Beach WaterColor Blue Mountain Seacrest Seascape WaterSound Dune Allen Alys Beach Gulf Place Inlet Beach 10% 6% 6% 4% 4% 3% 18% 17% 16% 16% 20 33% 28% 28% 26% 25% 50% * Multiple responses permitted
Typical South Walton visitor Describes South Walton as: Beautiful beaches Generally positive (nice, great, beautiful, etc.) Great for families Relaxing Good restaurants and shopping Lots of traffic/crowded Lots to do Expensive Friendly Great accommodations Everything in one location Good golf 38% 38% 24% 18% 12% 9% 7% 4% 3% 2% 1% 1% * Multiple responses permitted 21
Age of Summer Visitors Under 35 9% 35 to 49 40% 50 to 65 39% Median age = 50 Over 65 12% 22
Total household income in 2013 Less than $50,000 5% $50,000 to $74,999 10% $75,000 to $99,999 14% $100,000 to $149,999 24% $150,000 to $200,000 20% $200,000 or more 27% Estimated median = $144,000 23
Spring vs. Summer Visitors Spring Summer Travel party 4.7 6.3 Kids 1.4 2.3 Median age 51 50 Median household income $129,000 $144,000 From southeast 75% 76% Stayed in condo/rental house 76% 83% Drove 89% 89% Nights spent 5.0 5.9 Direct expenditures (entire trip) $3,850 $5,511 1 st time visitor 21% 20% 24
Spring vs. Summer Visitors Spring Summer Has smartphone 94% 95% Used South Walton Beach app 12% 11% Viewed visitors Guide 21% 25% Planned trip 3 months out 4 months out Used VisitSouthWalton.com 23% 34% Used 1 of 16 beaches websites 40% 49% Will return 95% 95% From Texas 6% 17% From Georgia 16% 11% From New Orleans/Baton Rouge 4% 7% 25
Spring vs. Summer Visitors Activities Spring Summer Beach 89% 95% Restaurant 96% 93% Relax & unwind 87% 87% Family time, read, cook 68% 78% Shop, antique 73% 75% Bike, run, etc. 41% 50% Water sports 24% 38% Bars, nightclubs 33% 24% Attractions 21% 24% Golf & tennis 24% 18% Special events 21% 17% 26
Visit South Walton Summer 2014 Visitor Tracking Study Jim Bagby Executive Director, Visit South Walton (850) 622-7801 jim@visitsouthwalton.com Phillip Downs, Ph.D., Senior Partner, pd@kerr-downs.com Joseph St. Germain, Ph.D., Vice President, joseph@kerr-downs.com Rachael Powell, Project Director, rachael@kerr-downs.com Kerr & Downs Research 1-800-564-3182: www.kerr-downs.com 27