Okaloosa County BOCC — August 28, 2014 — IV.a. Visitor Profile Presentation

Emerald Coast Visitor Profile Survey EMERALD COAST CONVENTION AND VISITORS BUREAU: AUGUST 28, 2014  Table of Contents 1. Research Purpose 2. Research Methodology 3. Key Findings 4. Economic Impact of Overnight Visitors  Research Purpose 1. To identify certain demographic characteristics of visitors to the Emerald Coast 2. To estimate party size and length of stay by accommodation type 3. To estimate the spending patterns of these visitors 4. To more accurately estimate unique visitors to the Emerald Coast  Research Methodology How are we collecting data? • Survey professionals spend 16 hrs/week conducting intercept surveys • Data collection methods randomized- different locations, days of the week and time of day Survey Responses • 638 visitors participated in the survey between March and May 2014 • More than 2,000 adults were asked to participate, resulting in a 32% response rate  Key Findings What is the Demographic Profile of Visitors? Age Distribution of Age Distribution of Survey Participants Visitors & 30% Party 25% 20% o Flat age distribution 15% indicates a diverse sample 10% o 47% under 35 5% 0% o 15% of all party Under 18 18 - 25 26 - 35 36 - 45 46 - 55 56+ members were Members of Party Surveyed under 18 (10% of all participants) Household Household Income Distribution of Survey Participants Income 25.0% 20.0% 15.0% o Approximately 55% of sample reported a 10.0% household income of 5.0% over $60k a year 0.0% < $40,000 $40K - $60K - $75K - $100K - > $150K Unwilling $60K $75K $100K $150K to respond Origins of Visitors o 18.5% of visitors come from Florida o Followed by GA (8.2%), LA (6.0%) and TX (5.2%) o CA, NY and MO also show up in the bottom of the Top 10 Origin States o 3% of sample reported visiting from outside the continental US, including Canada, Puerto Rico, England and Argentina  Transportation & Lodging Where did you stay during How did you travel to the your trip to the Emerald Emerald Coast? Coast? Transportation Type Location of Lodging 2% 0% 2% 6% 1% 10% 19% 49% 9% 87% 15% Destin Fort Walton Beach Boat Car Other Plane RV Day Trip Only Okaloosa Island Staying overnight outside the area Unsure  Party Size and Length of Stay Party Size Length of Stay Table 2. Distribution of Party Size Table 7. Length of Stay Party Size Percent Range Percent One 11.2% < 3 days 8.5% Two 46.2% 3 - 5 days 42.8% Three 17.5% 6 - 7 days 21.4% Four 8.6% 8 - 10 days 6.2% Five 8.3% 11 - 14 days 8.0% Six 3.1% 15 - 30 days 9.6% Seven 2.4% 31 - 60 days 2.8% Eight 0.8% > 60 days 0.7% Nine 0.6% Type of Lodging Avg Days Ten 1.3% Condo 12.4 Average Party Size 2.9 Hotels 4.7 Median Party Size 2.0 House Rental 21.1  Visitors Purpose and Activities Why are people visiting the Emerald Coast? • 80% travel to the area for vacation • Another 9% are here to visit family or friends • Business (3.6%), shopping (2.2%) and part of a group (1.9%) were also listed as reasons What activities do visitors participate in while in the area? • 92.5% of respondents go to the beach; 22.2% participate in fishing; and 12.2% partake in water sports • 67.4% take advantage of Emerald Coast’s shopping destinations  Key Findings What are the spending patterns of visitors to the Emerald Coast?  Average Spending Average Spending Per-Person, Per-Night Emerald Coast Patterns Expenditure Type Okaloosa Okaloosa % o More than a 1/3 of spending is allocated Accommodations $54.02 36.8% to Accommodations Food & Beverage $25.09 17.1% o Visitors also spend a significant portion Entertainment $18.49 12.6% on Shopping 26.7% o Transportation costs Shopping $39.21 26.7% are less significant for visitors to travel Transportation $7.90 5.4% to Okaloosa, at only 5.4% Miscellaneous $2.27 1.5% What is the differences in spending pattern between visitors with various types of lodging? PER-NIGHT, PER-PERSON by Lodging Type of Lodging Accommodations Food Entertainment Shopping Transportation Misc. Total Campground/RV $21.50 $28.57 $23.78 $39.64 $14.91 $1.07 $129.47 Condo $65.17 $23.79 $18.66 $44.06 $6.90 $1.99 $160.57 Hotel $54.78 $30.85 $21.94 $36.31 $9.52 $2.71 $156.11 House Rental $38.49 $17.07 $7.14 $44.98 $4.97 $1.31 $113.96 Friends/Family $3.54 $18.27 $8.02 $27.27 $8.09 $2.05 $67.24 Based on the data, what is the estimated number of unique visitors during the Spring Quarter? Number of Unique Visitors to the Emerald Coast, Spring Quarter 2014 Distribution of Bed Tax Q2 Avg. Nightly Party Length of Type Revenue Total Nights Visitors Bed Tax 2014 Rate Size Stay (Days) Condo 57% $1,867,956 $37,359,119 $124.84 299,256 3.04 12.44 73,130 Hotel/Motel 29% $943,041 $18,860,813 $109.32 172,528 2.76 4.70 101,315 House Rental 15% $489,003 $9,780,069 $85.87 113,894 4.88 21.12 26,316 Total Unique Visitors: 200,761* *Does not include visitors to the area that stay with friends/family or at a campground /RV park.  Key Findings How satisfied are visitors to the Emerald Coast? Satisfaction & Visitors Who Plan To Return to the Return Emerald Coast in the Next Twelve Months Potential o Approximately 52% were first time 31% 35% visitors, 48% repeat guests to the Emerald Coast o Nearly half make multiple trips to the area annually o 88.8% were very satisfied with trip, 34% another 10.2% satisfied Don't Know No Yes o 99.7% said they’d refer the area to family or friends  Economic Impacts What are the economic impacts of overnight visitors to the Emerald Coast? Total Economic Total Economic Impacts Associated with Impact Emerald Coast Tourism March 2013 - February 2014 o Impacts only take Total Value into account Impact Type Employment Labor Income Output Fiscal Impact Added overnight visitors to the area Overnight Visitors to 8,896 $251 million $445 million $805 million $178 million the Emerald Coast o Calculations are based on bed tax Tourism-Related data collected Construction 283 $12 million $15 million $30 million $5 million between March 2013 and February 2014 Total 9,179 $263 million $460 million $835 million $183 million o $28,652 in labor income per job supported