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Home My WebLink AboutTDC 022017 Agenda Backup 2Visit St. Lucie County October – December 2016 Visitor Tracking Report Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Anglin Downs & St. Germain Research 2 Study Objectives •Profile travel parties to St. Lucie County •Assess motivation for visiting St. Lucie County •Determine likelihood of returning •Define mode of transportation •Capture rating of St. Lucie County •Calculate daily expenditures & expenditures by category •Investigate trip planning information •Assess use of Visit St. Lucie Mobile App •Create a demographic profile of visitors 3 Methodology •Visitor Tracking Study •Internet survey & in-person interviews in public areas & at events around St. Lucie County •Sample size –535 completed interviews •Target individuals •1st quarter visitors to St. Lucie County •Data Collection: October 2016 –December 2016 4 Tourism Snapshot: Oct-Dec 2016 Visitor Statistics Oct –Dec 2016 Visitors 278,055 Direct Expenditures¹$105,544,200 Total Economic Impact²$159,371,700 Hotel Lodging Statistics Oct –Dec 2016 Occupancy3 59.8% Room Rates3 $84.28 RevPAR3 $50.40 Room Nights3 166,855 TDT Collections $795,1354 ¹Includes spending for: accommodations,restaurants, entertainment, shopping, transportation, groceries, and “other” expenses. ²A multiplier of 1.51 was used based on data from other destinations. The final multiplier for St. Lucie County will be calculated after 12 months of data collection. ³From STR Report 4TDT Collections for Dec 2016 are estimated based on last year’s TDT collections and the STR Report. 5 Visitor Profile •Traveled in a party composed of 2.9 people •41%traveled with at least one person under the age of 20 in their travel party •Was 54 years old •Was male (57%) •Had a median household income of $62,500 6 Origin of Visitors 53% 25% 9% 3%10% Southeast Northeast Midwest West International U.S. Market % of Visitors Surrounding Counties 25.1% Miami-Ft. Lauderdale 5.5% New York City 4.5% Orlando 3.0% Atlanta 2.8% Washington DC-Baltimore 2.7% Philadelphia 1.9% Boston 1.5% Tampa-Clearwater-St. Petersburg 1.5% Detroit 1.1% Jacksonville 1.1% Pittsburgh 0.9% Sarasota-Bradenton 0.9% Chicago 0.9% Cincinnati 0.8% Minneapolis 0.8% 51%of St. Lucie County visitors live in 11 markets 7 Origin of Visitors Florida 43% Canada 6% New Jersey 5% Georgia 4% Connecticut 4% Virginia 3% New York 3% Massachusetts 3% Pennsylvania 3% 74%of St. Lucie County visitors live in 8 states or Canada 8 Visitors’ Accommodations 42% 27% 31% Paid accommodations Friend's and/or relative's residence Not staying overnight in St. Lucie County on this trip (Day Tripper) 9 Visitors’ Paid Accommodations 43%1 18% 16% 16% 7% Hotel/motel Rental house, condominium, etc. Personal house, condo, timeshare, etc. RV park/campground/cabin Other 1Only asked to visitors staying in paid accommodations. 10 Travel Parties •The typical visitor traveled in a party composed of 2.9 people •71%of visitors traveled as a couple or a family 37% 34% 20% 7% 1% 1% As a couple As a family By yourself With a group of friends With business associates With a tour group, friends, etc. 11 Typical St. Lucie County Visitor •Drove to St. Lucie County (72%) •28%who flew used the following airports: 63% 20% 7% 4% 6% Palm Beach International Airport Orlando International Airport Ft. Lauderdale-Hollywood International Airport Miami International Airport Other 12 Typical St. Lucie County Visitor •Spent 6.6 nights in St. Lucie County •When including long term vistiors1, average nights stayed is 23.8 •23%were first time visitors •20%had visited more than 10 times 23% 34% 13% 10% 3% 17% That was my first visit 2-3 visits 4-5 visits 6-10 visits 11-20 visits 21+ 1People who stayed longer than 1 month. 13 Visitor Satisfaction •Visitors gave St. Lucie County a rating of 8.61 as a place to vacation2 •94%will return to St. Lucie County 70% 24% 1% 0% 5% Definitely will return Probably will return Probably will not return Definitely will not return Don't know 110=Excellent; 1=Poor. 25% Visitors who gave St. Lucie County a rating of 6 or below gave the following suggestions for improvement: 1. Less expensive; 2. More to do during the day; 3. More/better shopping; 4. More/better restaurants. 14 Reasons for Visiting 25%1 23% 21% 14% 10% 9% 8% 7% 6% 5% 4% 4% 4% 3% 2% 1% 1% 1% 0% 8% To relax and unwind Beach Visit friends or family Visit art galleries, museums, cultural events Family vacation Attractions Special event Golf, tennis, etc. Go to restaurants Fishing, hunting, etc. Water sports such as boating, kayaking, jet skiing, etc. Business, conference, meeting, etc. Look for a place to relocate Shopping, antiquing Special occasion Nature, environment, bird watching, etc. Attend or participate in a sporting event Go to bars and night clubs Biking, hiking, running Other 1Up to three responses permitted. 15 Visitor Activities 34%1 32% 25% 23% 20% 18% 15% 13% 13% 9% 8% 5% 5% 5% 4% 3% 2% 2% 1% 8% To relax and unwind Beach Go to restaurants Visit friends or family Attractions Visit art galleries, museums, cultural events Special event Family vacation Shopping, antiquing Golf, tennis, etc. Fishing, hunting, etc. Water sports such as boating, kayaking, jet skiing, etc. Go to bars and night clubs Look for a place to relocate Business, conference, meeting, etc. Nature, environment, bird watching, etc. Special occasion Biking, hiking, running Attend or participate in a sporting event Other 1Multiple responses permitted. 16 Visitor Activities vs. Reason for Visit 34%1 32% 25% 23% 20% 18% 15% 13% 13% 9% 8% 5% 5% 5% 4% 3% 2% 2% 1% 8% 25%2 23% 6% 21% 9% 14% 8% 10% 3% 7% 5% 4% 4% 1% 4% 1% 2% 0% 1% 8% To relax and unwind Beach Go to restaurants Visit friends or family Attractions Visit art galleries, museums, cultural events Special event Family vacation Shopping, antiquing Golf, tennis, etc. Fishing, hunting, etc. Look for a place to relocate Water sports such as boating, kayaking, jet skiing, etc. Go to bars and night clubs Business, conference, meeting, etc. Nature, environment, bird watching, etc. Special occasion Biking, hiking, running Attend or participate in a sporting event Other Visitor Activities Reason for Visit 1Multiple responses permitted. 2Up to 3 responses permitted. 17 Visitor Spending Expense Categories Spend per Day Spend per Trip Accommodations $71 $469 Restaurants $67 $442 Groceries $18 $119 Shopping $48 $317 Entertainment $33 $218 Transportation $16 $106 Other $1 $7 Total $254 $1,678 •Visitors spent $254 a day •Visitors spent $1,678 on their trip 18 Trip Planning Cycle •4 in 10 visitors planned their trip only 1-3 weeks in advance 41% 11% 9% 9% 6% 16% 8% 1-3 weeks A month or so 2 months 3 months 4 to 5 months 6 months or more Not sure 19 Trip Planning Sources •7%of visitors accessed the Visit St. Lucie mobile app •Visitors used the following sources to plan their trips1: 48% 21% 14% 13% 10% 9% 7% 5% 3% 3% 3% 2% 2% 2% 1% 1% Talk to friends Go to an airline website Search on Google, Bing, etc. Use a flight/hotel website such as Priceline, etc. Go to a hotel/resort website Use a trip planning app Go to VISITFLORIDA.com Personal social media Contact a travel agent Deal-based promotion Previous visit www.VisitStLucieFla.com Destination social media Look at travel magazines Look in travel sections of newspapers Read travel guides 1Multiple responses permitted. 20 Other destinations •18%of visitors considered one or more of the following destinations in place or in addition to St. Lucie County when planning their trip1: 37% 22% 19% 19% 15% 11% 11% 7% 7% 7% 4% 4% 4% 11% West Palm Beach Jensen Beach Miami Stuart Vero Beach Florida Keys Orlando Ft. Lauderdale Melbourne Sebastian Daytona Beach Panama City Destin Other 1Multiple responses permitted. 21 Advertising & Promotions •18%of visitors had seen, read or heard advertising or promotions about the St. Lucie County area on the following media1: 25% 19% 16% 13% 13% 13% 10% 10% 3% Print advertisement News story/article Online advertisement Billboard Radio Don’t know Television Social media post Other 1Multiple responses permitted. •Visitors who had seen, read or heard advertising or promotions about the St. Lucie County area recalled the following sponsors1: 19% 13% 6% 5% 3% 3% 48% 21% Visit St. Lucie County Restaurant Chamber of Commerce VISIT FLORIDA Hotel, campground, etc. Attraction Don’t know Other 22 Perceptions of St. Lucie County1 1How would you describe St. Lucie to a friend who had never visited? 2Coded open-ended responses; multiple responses permitted. 28%2 21% 18% 8% 8% 7% 7% 6% 4% 4% 4% 4% 3% 2% 1% Nice place to visit Relaxing/laid back/tranquil/quiet/peaceful Beautiful Nice beaches We love it here Great weather Lots to do (shopping, restaurants, golf, etc.) Good fishing USN SEAL Museum is great Friendly We come every year Good restaurants Good golf Would recommend it Affordable 23 Visitor Comments •From visitors who describe St. Lucie County as a nice place to visit: “Nice place. Beautiful, quiet, and everything is here including the highway in case you want to go to other parts of Florida.” “It's one of the best places to visit in the U.S.” “Very nice place that is easy to get around.” “Wonderful place with great improvements made to it.” “Nice place to visit; we like it here.” 24 Visitor Comments •From visitors who describe St. Lucie County as relaxing: “Relaxing beaches. It's a good get away if you're looking for a place to avoid the hustle bustle. The food is great.” “We tell our friends all the time to come here; it is a really quiet place to relax, but you can have fun.” “We came here for the day. We stay in Palm Beach, but it's more relaxing to get away from Palm Beach for the day. We needed a little change for a day.” “Really relaxing, and a cute little place.” “Really laid back and quiet.” 25 Visitor Comments •From visitors who describe St. Lucie County as beautiful: “Beautiful place with beautiful beaches.” “Lovely area with oceanfront, hotels, restaurants and many attractions.” “Lovely area with interesting places to visit.” “Beautiful, family friendly. Good place to hang out.” “Very nice boating; beautiful place.” “Very beautiful coastal town. Not humid” 26 Age 4% 13% 23% 35% 25% 18 to 24 25 to 34 35 to 49 50 to 65 Over 65 Median age = 54 27 Household Income in 2016 14% 22% 28% 19% 12% 5% Less than $30,000 $30,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 or more Median HHI = $62,500 28 Race/Ethnicity 87% 5% 5% 1% 2% Caucasian African-American Hispanic Asian Other 29 Gender 57% 43% Male Female 30 Visit St. Lucie Oct –Dec 2016 Visitor Tracking Report Joseph St. Germain, Ph.D., President, joseph@dsg -research.com Phillip Downs, Ph.D., Senior Partner, pd@dsg-research.com Rachael Anglin, Project Director, rachael@dsg-research.com Downs & St. Germain Research 850-906-3111: www.dsg-research.com Charlotte Bireley –Director of Tourism & Marketing St. Lucie County 772-462-1539, BireleyC@stlucieco.org