TABLE OF CONTENTS Welcome to Pigeon Forge Visitor Profile Market Overview Attractions Retail Restaurant Lodging Project Overview Mountain Mile Tower Shops Mountain Monster Adventure Park Project Contacts DIXON GREENWOOD 865-585-2307 dgreenwood@mountainmilepigeonforge.com TIM ZITZMAN 865-804-4131 tzitzman@mountainmilepigeonforge.com LORI WOOD 865-207-1931 lwood@mountainmilepigeonforge.com
Welcome to Pigeon Forge! Pigeon Forge is nestled in the foothills of East Tennessee and acts as a gateway to the Great Smoky Mountains National Park, the most visited national park with over 10.7 million annual visitors. For over 75 years, Pigeon Forge has been a family vacation destination and continues to set revenue and visitation records on a yearly basis. Pigeon Forge holds a unique balance maintaining its rural, small-town charm with the amenities of a much larger city. Whether its the nostalgic family vacationers, the curious international visitors or the outdoor adventure seekers, everyone is welcome in Pigeon Forge.
Visitor Profile Pigeon Forge sees a wide variety of visitors and has a consistent year round draw. One third of visitors have been to Pigeon Forge more than 8 times. Over half of those visiting consist of 55 and older or 35 and younger. The first group is more likely to have disposable income and the second group is more likely to spend money on experiences. Finally, 66% of visitors are female who are more likely to shop for themselves and others. Demographics 24% AGE Under 25: 3% 65+ 55-64 15% 45-54 18% 25-34 17% 35-44 23% 66% Female 19% 34% Male Under $25K: 6% $100K+ $25-35K 12% $75-100K 19% INCOME $50-75K 27% $35-50K 17% 2015 Cell Phone Tracking Data from The Island Data Provided by city of Pigeon Forge Product Definition and Visitor Intercept Studies from 2016
Seasonal Averages Spending Party Size Length of Stay Distance Traveled Spring $1417 3.8 3.5 364 Summer $1507 4 3.3 340 Fall $1404 3.7 3.4 343 Winter $1298 4 3.7 307
Market Overview Each month the city monitors revenue generated by each business sector. One of the strengths of Pigeon Forge is that it is not overly dependent on any single business sector due to the strong product mix, helping it continue to be successful as a destination. 10 Year Historic Revenue $1.2 Billion $1 Billion More than 15 Million Annual Visitors Over $3 Billion in sales volume $800 Million $600 Million 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
2016 Gross Revenue 2016 Revenue By Month 4% 5% Other Crafts Gas & Grocery 10% 14% Retail Lodging 25% 17% Restaurants Attractions 24% Lodging $315.5 Million Attractions $240.8 Million Theaters $79.5 Million Restaurants $218.2 Million Retail $128.7 Million Outlets $46.5 Million Gas & Grocery $125.9 Million Crafts & Gift $65.4 Million Other $42.6 Million TOTAL $1.25 Billion $200 M $150 M $100 M $50 M J F M A M J J A S O N D
Attractions The amusement sector is one of the largest industries in Pigeon Forge, consisting of a variety of businesses and attractions, including Dollywood Theme Park, a Titanic museum, theaters, thrill rides and more. Many of the theaters present live shows each day, some including meals as part of the entertainment experience. The theaters continually update their shows in an effort to attract both new and repeat customers. The area has year round attractions including Winterfest, a winter celebration with millions of lights lasting from November to February, as well as Ober Gatlinburg, a winter ski resort and year round amusement park. 10 Year Historic Revenue $250 Million $200 Million $150 Million $100 Million 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Dollywood is the #1 ticketed attraction in Tennessee and has over 2.5 Million annual visitors! Dollywood Amusement Park Dolly Parton s Stampede Dinner Theater Dollywood s Splash Country Water Park In 2016, revenue from Attractions grew to over $240 Million with Theaters adding almost $80 Million in revenue. Wilderness at the Smokies Resort & Water Park Ober Gatlinburg Ski Resort & Year-round Amusement Park with Scenic Tramway Attractions and Theaters account for almost a quarter of Pigeon Forge s annual revenue. Titanic Museum Ripley s Aquarium of the Smokies The Island during Winterfest
Retail Pigeon Forge has a strong market in all retail sectors and shows this with everything from top performing grocery stores and specialty clothing retailers to a large market for locally based crafts and gift shops. Sales volumes for many retailers in the Pigeon Forge market are among the top, if not the top, performers within their respective brands. Pigeon Forge ranks in the 99th percentile for both overall sales and the number of transactions Historic Performance 99% 99% 81% Data Provided by 2016 Mastercard Retail Insights
$30+ Million in sales $7 Million from 2,200SF $1000+ PSF in sales Top 10 in the country Top 5 in the country Top 5 in the country Top 4 in the country #1 store in the country #1 store in the country #1 store in the country #1 store in the country #1 store in the region Top 5 in the country #1 nonmarketplace store Top 10 in the country with $100+ Million in sales Top 5% of stores with $140+ Million in sales
Restaurants Currently, dining accounts for seventeen percent of the revenue market in Pigeon Forge. The city recently passed an ordinance allowing liquor by the drink sales. This has opened up a great opportunity for new restaurants and bars that are not currently in the market. This addition with likely promote growth in the food and drink industry in Pigeon Forge. 2015 Revenue By Month $30 M $25 M $20 M $15 M Restaurant revenue was over $218.2 Million in 2016 with a 7% increase from 2015 $10 M $5 M J F M A M J J A S O N D
$5.2 Million in sales 227,000+ annual guests Paula Dean s Family Kitchen averages over $50,000 in daily sales. Pigeon Forge is home to many successful destination and experience themed restaurants. $7.1 Million in sales $4.1 Million in sales $4+ Million in sales $4.8 Million in sales $4.7 Million in sales Many of the popular national chains boast over $4 Million in annual sales.
Lodging The variety of lodging options within Pigeon Forge is highly rated by the millions of visitors each year and is one of the many reasons they continue to come back. Pigeon Forge s lodging tax is one of the lowest in the state of Tennessee, especially among other cities where tourism is the main industry. Among the destination cities within Sevier County there is major competition to attract overnight guests so Pigeon Forge continues to add accommodations to enhance the city s offerings. Lodging accounts for 25% of Pigeon Forge s annual revenue 10 Year Historic Revenue $300 Million $250 Million $200 Million $150 Million $100 Million 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Unit Make-up Condos Motels/Hotels Campgrounds 57.1% 14.4% 7.7% 2016 Revenue Condos: $18.3 M 33.3% $105.3 Million Cabins Campgrounds: $10.1 M 3.3% 5.8% 57.6% $181.6 Million Motels/Hotels Cabins 20.7%
Sevier County Unit Count $349-749 per night Pigeon Forge Gatlinburg Sevierville Hotel/Motel 8,490 5,730 3,438 Condo 1,151 3200 Cabin 3,261 3500 504 Campground 2,139 167 810 Unit Type Data Avg. Daily Rate Occupancy Hotel/Motel $106 70% Condo $142 59% Cabin $169 66% Campground $49 57% TOTAL: 32,390 Seasonal Occupancy Spring 59% Summer 78% Fall 76% Winter 50% $269-999 per night $149-339 per night $249-469 per night $139-349 per night
Project Overview Over 170 Acres Located in the Heart of Pigeon Forge Over 1 Mile of Road Frontage Over 1 Million Square Feet of Restaurant, Retail & Entertainment Space Home to The Tower Shops, The Mountain Monster & The Mountain Mile Adventure Park Close to Popular Pigeon Forge Destinations Dollywood and The Island
Adventure Park JAKE THOMAS ROAD New connection to Dollywood 25,000 ADT est. after completion TEASTER LANE - 21,000 ADT PARKWAY - 45,000 ADT
Over 600 new and remodeled rooms within walking distance of the Mountain Mile have been added since 2014. The Mountain Mile Welcomes Home 2 & Tru by Hilton! Tru by Hilton Built 2018 102 Rooms Home 2 Suites Built 2017 107 Rooms Hilton Garden Inn Built 2016 112 Rooms Hampton Inn Built 2014 122 Rooms Spring Hill Suites Remodeled 2017 112 Rooms Fairfield Inn Coming 2019 102 Rooms
Adventure Park
Transforming the Former Belz Shopping Center into: Adventure Park
ANNEX I 1.45 ACRE OUTPARCEL AVAILABLE ANNEX II
Dessert Bar 6,500 SF Distillery 7,575 SF Sports Bar Arcade - Bowling Laser Tag 43,000 SF Pop-Up Market Event Lawn Outdoor Food Park & Beer Garden Mountain Monster Attraction To Adventure Park
OPENING SPRING 2019!
140,000+ Square Feet of Retail, Restaurant, Attraction and Entertainment space!
Event Lawn for Festivals, Concerts & Movie Nights Shipping Container Food Park & Pop-up Retail Planned Events Including: Concerts Movie Nights Ice Skating Festivals Edutainment Pop-Up Retail Food Park
Meet the Mountain Monster: 200 Foot Tall Thrill Ride! Beacon for the Tower Shops The First of its Kind! Triple Ride Adventure Drop Tower - Saddle Sling Dive Ride Swing Designed & Operated by Nationally Renowned Attractions Inventor!
Lodging, Attractions & Adventure, steps from the Mountain Mile Entertainment District Adventure Park Over 70 Acres of Rolling Mountain Foothills with Panoramic Views of the Smoky Mountains! Zip lines - Fishing Ponds - Hiking & Biking Trails - Horseback Riding Canopy Walk - Tree House Resort - Glamping & More!
FOR SALES & LEASING or PROJECT INFO PLEASE CONTACT: DIXON GREENWOOD 865-585-2307 dgreenwood@mountainmilepigeonforge.com TIM ZITZMAN 865-804-4131 tzitzman@mountainmilepigeonforge.com LORI WOOD 865-207-1931 lwood@mountainmilepigeonforge.com