RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD SUITE 260 TAMPA, FLORIDA 33602 TEL (813) 254-2975 FAX (813) 223-2986 Amelia Island Fourth Quarter 2017 (Oct. Dec.) Visitor Profile Prepared for: Amelia Island Tourist Development Council Prepared by: Research Data Services, Inc. Research@ResearchDataLLC.com March 12, 2018
Amelia Island Visitor Profile Q4 2017 (Oct. Dec.) Calendar Year (Jan. - Dec.) H/M/C/C * Visitor Stats 2016 2017 % Δ CY Fourth Quarter (Oct. - Dec.) 16/ 17 2016 ** 2017 Visitors (#) 633,700 666,300 +5.1 126,800 141,000 +11.2 Direct Exp. ($) $455,041,300 $485,030,700 +6.6 $89,221,600 $100,674,000 +12.8 Total Eco. Impact ($) Taxable Ldg. Collections % Δ 16/ 17 $598,697,800 $638,154,900 (k: 1.3157) $117,388,800 $132,456,800 (k: 1.3157) $132,899,936 $138,370,672 +4.1 $22,153,401 $24,564,121 +10.9 * Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** Amelia Island was evacuated for three days due to Hurricane Matthew (October 6-8, 2016) CY Q4 2017 Visitor Origin Distribution (%) CY Q4 Economic Impact $140,000,000 $120,000,000 $100,000,000 $117,388,800 28,167,200 $132,456,800 31,782,800 12.0 4.9 5.0 25.8 $80,000,000 $60,000,000 $40,000,000 89,221,600 100,674,000 14.9 $20,000,000 $0 CY Q4 2016 CY Q4 2017 Direct Exp. Indirect/Induced Total Eco. Impact 37.4 Florida Southeast Northeast Midwest Foreign Opp. Mkts Calendar Year (Jan. - Dec.) Visitor Origins 2016 2017 % Δ 16/ 17 CY Fourth Quarter (Oct. - Dec.) 2016 # of Visitors 2017 # of Visitors % Δ 16/ 17 Florida 136,489 148,311 +8.7 31,954 36,378 +13.8 Southeast 258,661 261,941 +1.3 46,662 52,734 +13.0 Northeast 97,258 104,024 +7.0 18,132 21,009 +15.9 Midwest 83,718 88,408 +5.6 16,357 16,920 +3.4 Foreign 32,814 36,834 +12.3 7,101 6,909-2.7 Opportunity Mkts 24,760 26,782 +8.2 6,594 7,050 +6.9 Total 633,700 666,300 +5.1 126,800 141,000 +11.2 1 Copyright 2018. PCD-1 03.12.2018
Amelia Island Visitor Profile Q4 2017 (Oct. Dec.) Occupancy and ADR ** October November December Occupancy 2017 72.7% 63.8% 51.7% Occupancy 2016 55.9 64.2 51.4 % Occ. ( 16/ 17) +30.0% -0.5% +0.5% ADR 2017 $203.20 $187.17 $184.17 ADR 2016 203.36 188.29 183.87 % ADR ( 16/ 17) -0.1% -0.6% +0.2% RevPAR 2017 $147.63 $119.49 $95.21 RevPAR 2016 113.67 120.80 94.60 % RevPAR ( 16/ 17) +29.9% -1.1% +0.6% ** Source: Smith Travel Research; 2016 Update % 80 70 60 50 40 30 20 10 0 Occupancy 2016 2017 72.7 64.2 63.8 55.9 51.4 Oct. Nov. Dec. 51.7 Room Rates 2016 2017 $ 250 200 203.4 203.2 188.3 187.2 183.9 184.2 150 100 50 0 Oct. Nov. Dec. 2 Copyright 2018. PCD-1 03.12.2018
Fourth Quarter 2017 Top U.S. Feeder Markets States of Origin: Primary Markets 2016 2017 1. Florida 25.2% 25.8% 2. Georgia 15.3 17.0 3. New York/New Jersey 5.9 6.8 4. North Carolina 7.5 5.8 5. South Carolina 4.5 5.1 States of Origin: Secondary Markets 2016 2017 6. Tennessee 3.4% 3.7% 7. Pennsylvania 3.8 3.3 8. Ohio 2.7 3.2 9. Virginia 2.9 2.6 10. Maryland -- 2.4 3 Copyright 2018. PCD-1 03.12.2018
Fourth Quarter 2017 Top U.S. Feeder Markets DMA s: Primary Markets 2016 2017 1. Atlanta 9.3% 10.6% 2. Greater Orlando Area 9.0 8.0 3. Jacksonville 7.1 7.3 4. New York/New Jersey 5.4 5.9 5. Tampa/St. Petersburg 4.8 4.6 DMA s: Secondary Markets 2016 2017 6. Washington D.C. 3.1% 3.0% 7. Savannah 2.7 2.9 8. Charlotte 3.4 2.6 9. West Palm Beach 2.7 2.6 10. Baltimore -- 2.1 4 Copyright 2018. PCD-1 03.12.2018
Visitor Profile Metrics: Length of Stay (Days) 2016 n = 585 2017 n = 529 In Amelia Island 4.0 days 3.9 days Party Size 2016 2017 Number of People 2.5 people 2.7 people Travel Party Composition (Multiple Response) 2016 2017 Couple 59.2% 57.3% Family 20.5 23.4 Group of Friends 7.4 10.5 Extended Family 7.9 8.7 Single 7.6 5.3 Have Children or Young Adults In Immediate Travel Party 2016 2017 % Yes 15.0% 19.6% Transportation Mode (Multiple Response) (Percentaged to the Base of All Respondents) 2016 2017 Personal Car/RV 65.6% 68.3% Plane 32.2 30.8 Rental Car 29.4 28.1 Airport Deplaned (Base: Flew) 2016 2017 Jacksonville International 84.4% 82.4% Orlando International/Sanford 10.2 11.2 5 Copyright 2018. PCD-1 03.12.2018
Purpose of Trip (Multiple Response) 2016 2017 Vacation 46.7% 40.8% A Getaway 30.6 33.6 Business/Conference/Meeting 14.4 14.7 Visit with Friends/Relatives 10.2 14.4 Special Event/Festival 10.9 10.4 Wedding/Honeymoon 6.7 6.4 First Visit to (% yes) 2016 2017 Amelia Island 51.4% 49.0% Florida 5.2 3.8 First Visit to Amelia Island (% Yes) % 60 New Market Share Gain from Florida TOTAL 51.4 49.0 50 40 30 20 46.2 45.2 10 0 5.2 3.8 Q4 2016 Q4 2017 6 Copyright 2018. PCD-1 03.12.2018
Other Southeast Areas Considered for this Trip (Open Ended Multiple Response) 2016 2017 Considered Only Amelia Island 54.2% 52.6% St. Augustine/Ponte Vedra 23.3 21.1 Savannah 10.1 14.4 Hilton Head 9.6 11.0 Jekyll Island 7.0 10.7 Jacksonville Area 8.0 10.4 Florida Keys 11.2 8.8 Orlando 5.9 7.9 Other Areas Considered (Top Four) % 25 20 23.3 21.1 Q4 2016 Q4 2017 15 10 14.4 10.1 9.6 11.0 10.7 7.0 5 0 St. Augustine Savannah Hilton Head Jekyll Island 7 Copyright 2018. PCD-1 03.12.2018
Why Chose Amelia Island (Multiple Response) 2016 2017 Beach 51.2% 48.1% Hotel/Accommodations 28.8 30.4 Appealing Brochures/Websites 28.6 29.4 Never Been/Try Something New 29.8 27.7 Love/Like the Area 19.1 23.3 Weather 19.4 22.2 Recommendation 25.0 21.4 Previous Experience 17.0 20.9 Nature/Environment 23.7 19.5 Visiting with Friends/Family 13.1 15.4 Convenient Location 11.9 14.7 History 12.3 14.4 Business/Meeting 12.8 13.4 Event 10.4 12.0 Family Oriented Area 9.8 10.5 Attractions 9.9 9.0 Culture 10.1 8.7 % 60 50 51.2 Why Choose Amelia Island (Top Four) 48.1 Q4 2016 Q4 2017 40 30 20 10 28.8 30.4 28.6 29.4 29.8 27.7 0 Beach Hotel Brochures/Websites Never Been 8 Copyright 2018. PCD-1 03.12.2018
Travel Planning Window 2016 2017 How Far in Advance Start Planning Trip 43.7 days 43.3 days How Far in Advance Book Reservations 31.6 days 33.5 days Information Most Helpful to Visit (Multiple Response) 2016 2017 Internet 71.1% 74.8% Previous Visit 29.7 32.9 Hotel/Accommodations 26.1 28.2 Recommendation 27.6 23.7 Business/Conference/Meeting 14.8 16.1 Print Media 15.8 14.4 Family 12.3 11.7 Maps 9.9 11.2 Special Event 8.4 7.4 Satisfaction with Amelia Island 2016 2017 Very Satisfied 87.9% 89.0% Satisfied 9.2 6.9 Satisfaction Level (Combined) 97.1% 95.9% Recommend Amelia Island to Friends/Relatives 2016 2017 % Yes 96.4% 97.4% Plan to Return (% Yes) 2016 2017 To Local Area 89.0% 90.7% 9 Copyright 2018. PCD-1 03.12.2018
Demographics 2016 2017 Average Age Head of Household (years) 52.1 51.8 Median Annual Household Income $129,861 $132,762 % Household Income of $100,000+ 71.2% 74.8% Seen/Read/Heard Amelia Island Information 2016 2017 % Yes 49.4% 52.5% Influenced by Amelia Island Information 2016 2017 (Base: Respondents Reporting Seen/Heard/Read) 55.7% 52.7% Avg. Party Budget Breakdown 2016 2017 Accommodations $778 $777 Restaurant Food/Beverage 422 475 Grocery Store 44 65 Admissions to Attractions 68 83 Other Entertainment 113 137 Retail Purchases 170 208 Miscellaneous 164 184 Amelia Island Base Budget 2016 2017 Total $1,759 $1,929 Per Person/Stay 704 714 Per Person/Day 176 183 Used Internet to Get Travel Information for this Trip 2016 2017 Yes 93.8% 91.6% Booked Travel for this Trip on the Internet 2016 2017 Yes 66.1% 67.5% 10 Copyright 2018. PCD-1 03.12.2018
Activities Enjoyed (Multiple Response) 2016 2017 Dining Out 76.6% 81.9% Historic Downtown 75.9 79.7 Beach 75.4 72.5 Relaxing 63.0 61.1 Walking on the Beach 59.4 58.8 Shopping 59.8 56.2 Sight Seeing 37.8 34.8 Reading 30.6 28.6 Shelling 25.9 28.1 State Park 25.4 27.3 Pool 19.6 23.5 Wildlife/Environment 23.8 22.5 Bars/Nightlife 16.8 19.7 Swimming 15.2 17.6 Art Galleries 17.6 17.0 Antiquing 17.3 16.7 Visiting with Friends/Relatives 14.1 14.4 Water Cruise 14.2 13.1 Bird Watching 14.3 11.6 Exercising 13.4 11.4 Farmers Market 9.7 11.1 Golfing 6.6 8.2 Fishing 6.4 6.6 11 Copyright 2018. PCD-1 03.12.2018
Attributes that Describe Amelia Island Well 2016 2017 Clean Environment 85.8% 82.6% Safe Destination 82.8 78.8 Beautiful Beaches 74.8 77.0 Good Food and Restaurants 78.8 76.7 Historic Downtown 74.1 71.8 Complete Relaxation 63.1 63.8 A Romantic Place 64.4 63.0 Family Friendly 52.9 56.5 Upscale Accommodations 55.8 56.1 Good Value for the Money 47.6 44.4 State Parks 38.8 34.7 Activities for All Ages 19.7 21.1 Art Galleries 14.7 13.0 Good Golfing 11.7 11.8 Good Fishing 9.1 8.3 Good Water Sports 9.9 7.8 Attributes that Describe Amelia Island Well (Top Five) Q4 2016 Q4 2017 Clean Environment Safe Beautiful Beaches Good Food Historic Downtown % 85.8 82.6 82.8 78.8 74.8 77.0 78.8 76.7 74.1 71.8 0 50 100 12 Copyright 2018. PCD-1 03.12.2018