Okaloosa County BOCC — December 16, 2014 — Marketing Report — reading text

owners along the Destin Harbor joined tagether to create the Destin Boardwalk, offering easy access to more than 150 fishing charter and recreational boats, great restaurants, shopping and a multitude of water activities, READ MORE Fort Walton Beach The charming little town of Ft. Walton Beach is a es . rs pee favorite of families seeking not just to "get away” 2 i at } but to "get to” something truly wonderful, Here you't find a quaint seaside downtown area with interesting shops and museums chock-full of fun and local history. Okaloosa Island Surrounded by Santa Rosa Sound, Choctawhatchee Bay and the Gulf of Mexico is breathtaking for visitors of Okaloosa Island, This barrier island between Ft. Walton Beach and Destin is famous for pristine beaches, water sports and awesome family attractions. READ MORE GaMPI, September 16 GEORGIA CHAPTER @©mMI MEETING PROFESSIONALS ENTERNATIONAGL THE HEART OF FLORIDA'S EMERALD COAST DESTIN | FT. WALTON BEACH OKALOOSA ISLAND Co-Op Plan 9/26 Online Forum 10/3 Deadline Extended Questions: EmeraldEvents@co.okaloosa.fl.us Nouthe miLivin EATS! VISITFLORIDA. eee past Thank You HAAS CENTER INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Emerald Coast Visitor Profile Survey EMERALD COAST CONVENTION AND VISITORS BUREAU: AUGUST 28, 2014 Table of Contents O Research Purpose Research Methodology Key Findings 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 HAAS CENTER wp INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Research Methodology —_ Oo _ O ne Ae 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 HAAS CENTER Wp INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Key Findings . O el What is the Demographic Profile of Visitors? lan Cul) INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Age Distribution of aie ra ee Age Distribution of Survey Participants Visitors & 50% Party 25% 20% Flat age distribution 1595 indicates a diverse sample 10% 47% under 35 5% 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) Haas CENTE INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Household Income Approximately 55% of sample reported a household income of over $60k a year Household Income Distribution of Survey Participants 25.0% - 20.0% - 15.0% - 10.0% - 5.0% - 0.0% - T $60K S75K $100K — $150K T T <$40,000 S40K- S60K- $75K- $100K- >S$150K Unwilling to respond Haas CENTER INNOVATIVE RESEARCH ¢ INTELLIGENT SOLUTIONS A Center of the University of West Florida Origins of Visitors 18.5% of visitors come from Florida Followed by GA (8.2%), LA (6.0%) and TX (5.2%) CA, NY and MO also show up in the bottom of the Top 10 Origin States 3% of sample reported visiting from outside the continental US, including Canada, Puerto Rico, England and Argentina 10 15 ~ Percent of Concentration — Haas CENTER cp - INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida How did you travel to the Emerald Coast? Transportation Type 2% 0% omer 1% \ ~, Boat Car» Other O Where did you stay during your trip to the Emerald Coast? Location of Lodging 2% 6% Destin » Day Trip Only Staying overnight outside the area Fort Walton Beach Okaloosa Island * Unsure Haas CeNTER Innovarive ReseARC Party Size and Length of Stay TELLIGENT SOLUTIONS Party Size Length of Stay Table 2. Distribution of Party Size Table 7. Length of Stay Party Size Percent Percent One <3 days Two 3-5 days Three 6-7 days Four 8 - 10 days Five 11-14 days Six 15 - 30 days Seven 31 - 60 days Eight > 60 days Nine Type of Lodging Ten Condo Average Party Size Hotels Median Party Size House Rental 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 HAAS CENTER Ml INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Key Findings O What are the spending patterns of visitors to the Emerald Coast? HAAS CENTER “Cup INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Average Spending Patterns o More than a 1/3 of spending is allocated to Accommodations Visitors also spend a significant portion on Shopping 26.7% Transportation costs are less significant for visitors to travel to Okaloosa, at only 5.4% Average Spending Per-Person, Per-Night Emerald Coast Expenditure Type Okaloosa % Accommodations $54.02 36.8% Food & Beverage $25.09 17.1% Entertainment $18.49 12.6% Shopping $39.21 26.7% Transportation $7.90 5.4% Miscellaneous $2.27 1.5% Haas CENTER come — INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida What is the differences in spending pattern between visitors with various types of lodging? PER-NIGHT, PER-PERSON by Lodging Type of Lodging rconmedsos | rat | Entertainment Shopping Transportation se | 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 HAAS CENTER Nl INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Based on the data, what is the estimated number of unique Number of Unique Visitors to the Emerald Coast, Spring Quarter 2014 Distribution of | Bed Tax Q2 Avg. Nightly Party Length of HS 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 H A A S C ENTE R that stay with friends/family or at a campground /RV park. INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Key Findings . O _ a en How satisfied are visitors to the Emerald Coast? Haas CENTER (il) INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Satisfaction & Return Potential o Approximately 52% were first time visitors, 48% repeat guests to the Emerald Coast Nearly half make multiple trips to the area annually 88.8% were very satisfied with trip, another 10.2% satisfied 99.7% said they'd refer the area to family or friends Visitors Who Plan To Return to the Emerald Coast in the Next Twelve Months 31% "34% @ Don't Know No a Yes Haas CENTER INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS 4 Center of the University of West Florida Economic Impacts O a | What are the economic impacts of overnight visitors to the Emerald Coast? HAs CENTER Ww INNOVATIVE RESEARCH @ INTELLIGENT SOLUTIONS A Center of the University of West Florida Total ~ e Economic Total Economic Impacts Associated with Impact Emerald Coast Tourism March 2013 - February 2014 o Impacts only take into account Impact Type Employment} Labor Income ae Fiscal Impact overnight visitors to the area oo Overnight Visitors to i ans _ ae dhe EeneraldiGorst 8,896 $251 million $445 million $805 million $178 million : : erald Co. Calculations are based on bed tax a ourism- sue ype ants ae data collected Besrrdractions 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 $28,652 in labor income per job supported Haas CENTER = a 7 INNOVATIVE RESEARCH ¢@ INTELLIGENT SOLUTIONS 4 Center of the University of West Florida