Visit St. Petersburg/Clearwater VISITOR PROFILE STUDY Report of Findings May 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 May 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, 424 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 surveyor interviewing a visitor in May 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: Beach Drive Clearwater Beach Clearwater Marine Aquarium John's Pass Village & Boardwalk Seminole City Center Shephard s Resort St. Petersburg-Clearwater International Airport St. Petersburg Saturday Morning Market Straub Park Sundial St. Pete The Dali Museum Wyndham Grand Clearwater Beach Photo taken at Sunken Gardens in St. Petersburg 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 88.5% 6.6% 2.4% 1.6% 0.9% 0% 20% 40% 60% 80% 100% Florida Illinois Ohio New York Pennsylvania Indiana Wisconsin Michigan Tennessee Texas Massachusetts North Carolina Missouri Minnesota 21.5% 8.0% 6.1% 5.2% 5.0% 5.0% 4.1% 3.9% 3.3% 3.0% 3.0% 2.8% 2.8% 2.5% 0% 10% 20% 30% 40% Tampa, FL Orlando, FL St. Louis, MO-IL Chicago, IL Sarasota-Bradenton, FL Indianapolis, IN Boston, MA Detroit, MI Lakeland-Winter Haven, FL Pittsburgh, PA Milwaukee, WI Minneapolis-St. Paul, MN-WI Atlanta,GA Denver-Boulder, CO Washington, DC-MD-VA Knoxville, TN 8.3% 4.7% 3.7% 3.0% 3.0% 2.3% 2.3% 2.0% 2.0% 2.0% 2.0% 2.0% 1.7% 1.7% 1.3% 1.3% 0% 10% Question: In what country do you reside? Question: What is your zip/postal code? Base: All Respondents. 425 responses. Base: Domestic respondents. 362 responses. Question: What is your zip/postal code? Base: Domestic respondents. 301 responses. Page 7
Demographic Profile The following presents the demographic profile for all respondents surveyed in May 2018. Mean age 53.1 Female 48.5% Male 51.5% Mean household income $83,511 Married/partnered 69.7% Has children under 18 10.3% Ethnicity Caucasian 86.1% Latino/Hispanic 4.6% Black/African-American 3.1% Asian/Pacific Islander 2.2% Heterosexual LGBTQ 4.1% 85.9% Page 8
TOP 10 VISITOR INSIGHTS MAY 2018 1. In May 2018, the top domestic visitor markets represented were Tampa, FL (8.3%), Orlando, FL (4.7%), and St. Louis, MD-IL (3.7%). 2. In total, 11.5 percent of survey respondents were international residents, with Canada (6.6%) being the top international market. 3. Just under nine in ten domestic survey respondents were out-of-state residents (78.5%). 4. One-in-five visitors (27.5%) were in the St. Petersburg/Clearwater area for the first time (vs. 28.3% in May 2017). 5. The typical travel party included 2.7 people. In total, 11.1 percent of travel groups surveyed included children under 18. 6. On average, May 2018 visitors stayed 5.5 days in the St. Pete/Clearwater area (vs. 5.6 in May 2017), spending an average of $114.57 per person, per day (vs. $160.90 in May 2017). 7. A majority of visitors arrived in the area by car, using either a personal automobile (45.8%) or rental car (30.4%). Of the visitors who arrived into the area by airplane, 45.2 percent flew into the St. Petersburg-Clearwater International Airport, while 40.4 percent flew into Tampa. 8. Nearly all visitors surveyed (98.3%) said they were satisfied (1) or very satisfied (88.3%) with their experience in the St. Pete/Clearwater area. Respondents rated their likelihood to recommend the area to other travelers an average of 9.6 out of 10. 9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.3 out of 10. 10. In total, 28.1 percent of May 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 4.7% 37.0% Hotel/motel/inn/lodging (per night, before tax) $101.80 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 5.7% 1.4% 1.2% 5.2% 0.2% 0.5% 15.3% 14.6% Restaurants (including in your hotel) Retail store purchases Other Entertainment & sightseeing Gas, parking and local transportation Car rental (in area only) Other $8.73 $7.78 $22.63 $11.81 $45.44 $78.80 Mean Travel Party Spending = $277.00 Avg # of People Covered by Spending = 2.42 Mean Spending per Person = $114.57 May 17 Mean Spending per Person = $160.90 Just passing through Regional Resident on a Day Trip 0.5% 13.7% $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. 424 responses. Question: Approximately how much will you spend on each of the following while in the St. Petersburg/Clearwater area? Base: All Respondents. 389 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 16.1% 5.0% 14.9% 6.9% 14.6% 10.6% 7.7% Mean Days (< 30) = 5.5 May 17 Mean Days = 5.6 Mean Days (> 30) = 8.1 More than 10 9 8 7 6 5 4 3 2 13.4% 1.0% 0.5% 11.6% 8.9% 9.2% 12.6% 9.7% 6.2% Mean Nights (< 30) = 4.6 Mean Nights (> 30) = 7.2 2 4.7% 1 3.2% 1 22.5% 0 25.2% 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. 404 responses. Base: All Respondents. 404 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 Weekend getaway Other personal reasons Business Conference/tradeshow Attend sports event/tournament Wedding On or pre/post a cruise Honeymoon 2.9% 1.9% 1.9% 1.2% 1.0% 0.7% 0.5% 4.3% 11.2% 19.1% Question: What is your primary reason for visiting the St. Pete/Clearwater Area? (Select one) Base: All Respondents. 418 responses. 55.3% 0% 20% 40% 60% Chart: Other Destinations Visited on St. Pete/Clearwater Trip Tampa 19.8% Orlando/Disney 9.4% Sarasota Area 6.6% Ft. Myers/SW Florida 3.5% Lakeland/Winter Haven 2.1% Daytona 1.4% Miami 1.4% Florida Keys 0.9% Crystal River 0.9% Kennedy/Space Coast/Cocoa/Melbourne 0.7% Everglades 0.7% Ft. Lauderdale/Palm Beach 0.5% Jax/St. Augustine 0.5% Tallahassee 0.5% Sebring 0.5% Ocala/Gainesville 0.2% Panhandle NONE SPC was my only destination 59.4% 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. 424 responses. Page 13
Method of Arrival & Departure / Arrival Airport & Airline Chart: Method of Arrival and Departure Arrival Departure Airline 38.7% 64.2% Personal vehicle 45.8% 36.6% Rental vehicle 30.4% 2 Rideshare (Uber, Lyft, etc.) 5.9% 2.8% Taxi or limo 3.8% 1.2% Tour bus 0.7% 0.7% RV 0.2% 0.2% Public bus Train Other 0.2% 0% 20% 40% 60% 80% Question: How did you arrive into the St. Pete/Clearwater area and how will you leave? (Select all that apply) Base: All Respondents. 424 responses. Charts: Airport of Arrival and Airline Used St. Pete-Clearwater Int l Tampa Int l. Orlando Int l. SW Fl Int l. (Ft. Myers) Sanford Int l Miami Int l. Ft. Lauderdale Int l. Palm Beach Int l. 45.2% 40.4% 8.1% 2.2% 1.8% 0.7% 0.4% 0% 50% Allegiant Southwest Delta Airlines American Airlines Jet Blue United Alaska Airlines Sun Country Other Question: At which airport did you arrive into the area? Which airline did you use? Base: Respondents who arrived by Airline. 272 responses. 52.4% 14.6% 10.3% 5.6% 3.9% 2.6% 0.4% 10.3% 0% 50% 100% Page 14
Rental Vehicle Pick-Up City / Transportation Used In-Market Chart: Rental Vehicle Pick-Up City Chart: Transportation Used In-Market Tampa St. Petersburg/ Clearwater area 32.1% 48.5% Personal vehicle Rental vehicle Uber, Lyft, etc. 13.5% 39.7% 50.7% Orlando 12.1% Public bus 5.3% Miami Ft. Myers 1.8% 1.8% Free Beach Rides Taxi or limo Tour bus 2.2% 1.7% 1.4% Sanford 1.8% Boat 1.2% Outside of Florida 1.2% Bicycle Motorcycle 0.7% Fort Lauderdale 0.6% RV 0% 20% 40% 60% 0% 20% 40% 60% Question: In which city did you rent your rental vehicle? (Select one) Base: Respondents who arrived in the area by rental car. 165 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 10.4% Couple 64.5% Mean Male adults (18 yrs. +) 1.11 Immediate Family 27.9% Female adults (18 yrs. +) 1.39 Extended Family 0.7% Male children (0 to 17 yrs.) 0.06 Group of Couples 1.9% Female children (0 to 17 yrs.) 0.11 Group of Friends Tour Group 10.2% Average Travel Party Size 2.7 Percent with children in party 11.1% Business Associates 0.9% 0% 20% 40% 60% 80% Question: Which best describes your travel group on this trip? Are you? (Select all that apply) Base: All Respondents. 423 responses. Question: How many people of each type are in your immediate travel party, including yourself? Base: All Respondents. 424 responses. Page 16
Important Factors to Destination Decision / Trip Activities Chart: Important to Decision to Visit Beaches that suit my tastes Weather Overall ambiance & atmosphere Friends or family in the area Arts & cultural offerings Recommendation from people I know Attractions in the area Restaurants, cuisine, food scene A specific attraction Shopping opportunities Appealing hotels/resorts and other lodging options Articles, features, reviews, etc. about the area Outdoor recreational opportunities Scenic beauty Good deal on airfare Special event(s) and/or festival(s) Good hotel rate Easy to get to Sports or sporting events Fishing opportunities The area s unique culture The St.Pete/Clearwater area is family-friendly Advertisements for the area Golf The St.Pete/Clearwater area is romantic Breweries/Distilleries/Craft beer scene Lifelong desire to visit 32.1% 26.2% 26.0% 19.6% 18.9% 16.9% 11.5% 8.8% 8.6% 8.3% 7.6% 5.9% 5.4% 5.1% 3.9% 3.9% 3.4% 2.9% 2.2% 2.0% 1.7% 1.0% 0.7% 0.7% 0.5% 0.5% 48.3% 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. 408 responses. Chart: Trip Activities Dining in restaurants Visit the beach Shopping Swimming Visit museums Bars/Nightlife Visit friends or family Other boating Attend a festival or special event Guided tour Shelling Fishing Photography Visit breweries and/or distilleries Attend or participate in a sporting event Biking Golf Bird watching Baseball Spring Training Kayaking/Canoeing Take a dining cruise Jet skiing Parasailing Paddle boarding Sailing 31.1% 28.3% 27.8% 25.7% 14.2% 13.2% 7.5% 6.6% 5.2% 4.7% 4.0% 3.8% 3.5% 2.4% 2.4% 2.4% 2.1% 1.9% 1.7% 1.2% 0.7% 0.2% 73.3% 63.2% 89.9% 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. 424 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, 3.6% More than 20 visits, 14.9% First-time Visitors, 27.5% 11-20 Previous Visits, 7.1% Mean # of Past Trips = 7.6 No, 96.4% 1-10 Previous Visits, 50.5% Question: Is this your first visit to Florida? Base: All Respondents. 422 responses. Question: Prior to this visit, how many times have you been to the St. Petersburg/Clearwater area? Base: All Respondents. 422 responses. Page 18
Attractions Visited / Communities Visited Chart: Attractions Visited Chart: Communities Visited Dali Art Museum Clearwater Marine Aquarium Orlando Area Theme Parks Tarpon Springs Busch Gardens Sunken Gardens Ft. Desoto Park Tampa Bay Rays Game/Tropicana Field Florida Botanical Gardens Florida Aquarium in Tampa Caladesi Island Heritage Village Brooker Creek Preserve Weedon Island Preserve Adventure Island Kennedy Space Center Other NONE OF THESE 20.7% 13.0% 8.0% 5.8% 5.8% 4.3% 3.9% 2.7% 2.4% 2.2% 1.4% 1.4% 0.2% 0.2% 13.7% 45.3% St. Petersburg Madeira Beach Clearwater Beach Treasure Island St. Pete Beach Indian Shores & Indian Rocks Beach Clearwater Pass-A-Grille Beach Largo Tarpon Springs Dunedin North Redington Beach/Redington Shores Gulfport Seminole Pinellas Park Palm Harbor Tierra Verde Safety Harbor Oldsmar 19.3% 12.7% 8.5% 8.0% 7.8% 6.8% 6.4% 5.9% 4.2% 3.8% 2.6% 2.1% 1.9% 1.2% 1.2% 46.5% 45.3% 42.2% 38.7% 0% 20% 40% 60% 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. 415 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. 424 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) Beaches / Ocean Tropical Climate / Warm Weather Relaxing Atmosphere / Ambiance Attractions (Museums, Aquarium, etc.) Food / Restaurants & Bars Everything Scenic Beauty Entertainment / Variety of Fun Activities Friendly People Accessible / Convenient / Walkable Clean Shopping Safe 14.6% 14.4% 13.2% 12.9% 11.5% 10.7% 10.2% 6.1% 4.6% 4.4% 2.4% 29.3% 60.5% Calm / Relaxed Happy Fine / Good Comfortable Warm Welcomed Refreshed / Healthy Amazing Energized / Excited Entertained Safe Free 1 7.6% 6.6% 5.6% 5.6% 4.4% 3.9% 2.9% 2.7% 0.7% 33.2% 54.1% Great Location / Easy to get to 2.2% Negative feelings 0.2% Family Friendly 2.2% 0% 20% 40% 60% 0% 20% 40% 60% 80% Question: What do you like most about the St. Petersburg/Clearwater area? Base: All Respondents. 410 responses. Question: What one word or phrase best describes how you feel in the St. Petersburg/Clearwater area? Base: Respondents. 410 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 / traffic More Public Transportation Options More Affordable More shaded / green areas More public restrooms Restaurant Diversity Bars and food options on the beach More kid friendly activities More Shopping Tourist Information Finish the Pier Clean it up Better Signage /accessibility Better Nightlife More Activities / Attractions 8.5% 4.4% 3.5% 1.8% 1.2% 1.2% 1.2% 0.9% 0.9% 0.9% 0.9% 0.6% 0.6% 0.6% 0.6% 0.3% 77.6% 0% 20% 40% 60% 80% 100% Question: In your opinion, what services or additional attractions would most enhance your experience in the St. Petersburg/Clearwater Area? Base: All Respondents. 340 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 57.8% 37.5% Online travel agencies (Expedia, Travelocity, etc.) 35.4% 89.6 Days in Advance Opinions of friends or relatives 30.9% 30.2% Social Media content 10.8% 11.1% Official St. Petersburg/Clearwater area tourism website, www.visitstpeteclearwater.com 3.3% 4.0% YouTube or other online videos 1.7% 1.7% Lifestyle or travel magazines 1.4% 5.7% Television programming 1.4% 0.9% Travel agency (traditional, offline) 0.7% Travel guides, brochures 0.5% 18.4% Radio programming 0.5% 0.5% Official Visit St. Pete/Clearwater Destination Magazine 0.5% 0.5% Newspaper travel section 0.2% 1.2% 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. 424 responses. Page 23
Experience Satisfaction / Earned & Paid Media Recall Chart: Overall Satisfaction Chart: Media Recall Very satisfied 88.3% Maybe/Not sure, 5.0% Satisfied 1 Yes, 28.1% Neutral neither satisfied nor unsatisfied 1.7% Unsatisfied Very unsatisfied 0% 20% 40% 60% 80% 100% No, 66.9% 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. 420 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 9.6/10 9.3 /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. 420 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. 420 responses. Page 25