Okaloosa County BOCC — August 28, 2014 — reading text

TDC ITEM (ID # 3208) DOC ID: 3208 Visitor Profile Survey (UWF HAAS Center) Updated: 8/22/2014 4:45 PM by Aida Wilkinson Page 1 Packet Pg. 118  4.a.1 Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS Emerald Coast Visitor Profile Survey EMERALD COAST CONVENTION AND VISITORS BUREAU: AUGUST 28, 2014 Packet Pg. 119  4.a.1 Table of Contents Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 1. Research Purpose 2. Research Methodology 3. Key Findings 4. Economic Impact of Overnight Visitors Packet Pg. 120  4.a.1 Research Purpose Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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 Packet Pg. 121  4.a.1 Research Methodology Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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 Packet Pg. 122  Key Findings What is the Demographic Profile of Visitors? 4.a.1 Packet Pg. 123 Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS  4.a.1 Age Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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) Packet Pg. 124  4.a.1 Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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 Packet Pg. 125  4.a.1 Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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 Packet Pg. 126  4.a.1 Transportation & Lodging Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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 Packet Pg. 127  4.a.1 Party Size and Length of Stay Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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 Packet Pg. 128  4.a.1 Visitors Purpose and Activities Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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 Packet Pg. 129  4.a.1 Key Findings Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS What are the spending patterns of visitors to the Emerald Coast? Packet Pg. 130  4.a.1 Average Attachment: IV.a. Visitor Profile Presentation (3208 : Visitor Profile Survey (UWF HAAS 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% Packet Pg. 131