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Home My WebLink AboutTDC 092017 Backup4Visit St. Lucie County April –June 2017 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 –1,113 completed interviews •1,030 in-person interviews •83 internet interviews •Target individuals •3rd quarter visitors to St. Lucie County •Data Collection: April 2017 –June 2017 Executive Summary 5 Tourism Snapshot: Apr-June 2017 Visitor Statistics Apr-June 2017 Visitors 298,007 Direct Expenditures¹$126,295,200 Total Economic Impact²$190,692,200 Hotel Lodging Statistics Apr-June 2017 Occupancy3 64.9% Room Rates3 $87.91 RevPAR3 $57.05 Room Nights3 285,314 TDT Collections $910,200 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 6 Origin of Visitors 4%8% 24% 49% 15% of visitors were from areas outside the U.S. 7 Origin of Visitors Top 4 States & Canada Florida New York Canada New Jersey Georgia 62% of visitors were from 4 states or Canada 5% 39% 6% 8%4% 8 Origin of Visitors Top 6 Markets Orlando Miami-Ft. Lauderdale Surrounding counties New York City Atlanta Pittsburgh 4 in 10 visitors were from 6 U.S. markets 6% 8%10% 4% 3% 9% 9 Visitors’ Accommodations 47% Paid Accommodations 22% Friends & Relatives 31% Day Trippers 10 Visitors’ Paid Accommodations 50%Hotel/motel 17%Rental house/condominium 19%Personal house/condo 12%RV park/campground/cabin 11 Travel Parties The typical visitor traveled in a party composed of 2.7 people 36%traveled with at least one person under the age of 20 in their travel party 1 in 3 visitors traveled as a couple to St. Lucie County 18%of visitors traveled by themselves to St. Lucie County 12 Transportation 62%of visitors drove to St. Lucie County 17%of all visitors flew in via Palm Beach International Airport 15%of all visitors flew in via Miami International Airport 13 Length of Stay Visitors spent 5.51 nights in St. Lucie County 1When including visitors who stayed longer than 1 month, average nights stayed is 14.7 nights. 14 Visitation 1 in 10 were first time visitors 15 Visitor Satisfaction Visitors gave St. Lucie County a 9.51 as a place to vacation 95%of visitors will return to St. Lucie County 110=Excellent; 1=Poor. 16 Top Reasons for Visiting Relax & unwind BeachGo to restaurants Friends or family Special occasion Family vacationAttractions 17 Top Activities During Visit Relax & unwind Beach Friends or family Special occasion AttractionsRestaurants Sporting eventFamily vacation 18 Visitor Spending Visitors spent $264 a day Visitors spent $1,452 on their trip 19 Trip Planning 58%of visitors planned their trip 1 to 3 weeks in advance Top trip planning sources: Friends Google, Bing, etc.Travel website Hotel website Trip planning apps Airline website 20 Other Destinations 11%of visitors considered other destinations in place or in addition to St. Lucie County when planning their trip, including the following: West Palm Beach Jensen Beach Vero Beach 21 Additional Upscale Hotels 24%of visitors would visit more often if there were additional upscale hotels on the beach. 54%of visitors agree that adding upscale hotels on the beach would make St. Lucie County a more attractive destination to visit. 22 Advertising & Promotions 8%of visitors had seen, read or heard advertising or promotions about the St. Lucie County area 10%of visitors who had seen, read or heard advertising or promotions about the area recalled Visit St. Lucie County as the sponsor 4%of visitors used the Visit St. Lucie mobile app 23 Perceptions of St. Lucie County Nice place to visit •“Nice place with nice people. Nice waterfront restaurants.” Relaxing, laid back, tranquil •“We enjoy coming here to unwind, have fun and be stress-free.” Beautiful •““It's breathtaking being here.” 24 Demographics The typical St. Lucie County Visitor: Is 51 years old Has a median household income of $72,900 Is Caucasian (65%) Is female (56%) Quarterly Comparisons 26 Quarterly Comparisons Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 Visitors 278,055 325,709 298,007 Direct expenditures $105,544,200 $181,686,600 $126,295,200 Total economic impact $159,371,700 $274,346,800 $190,692,200 Occupancy 59.8%76.7%64.9% Room rates $84.28 $121.20 $87.91 RevPAR $50.40 $92.96 $57.05 Room nights 265,782 333,484 285,314 TDT collections $759,075 $1,454,871 $910,200 27 Quarterly Comparisons Top Origin States Oct- Dec 2016 Jan- Mar 2017 Apr- June 2017 Florida 43%21%39% New York 3%11%8% Canada 6%8%5% New Jersey 5%8%6% Georgia 4%3%4% Connecticut 4%5%3% Top Origin Markets Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 Orlando 3%4%10% Miami-Ft. Lauderdale 6%3%9% Surrounding Counties 25%8%8% New York City 5%9%6% Atlanta 3%2%4% Pittsburgh 1%3%3% Washington DC-Baltimore 3%3%2% 28 Quarterly Comparisons Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 Paid accommodations 42%46%47% VFRS 27%21%22% Day trippers 31%33%31% Travel party size 2.9 2.8 2.7 Traveled as a couple 37%43%34% Traveled as a family 34%35%44% Drove 72%65%62% 29 Quarterly Comparisons Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 Will return to St. Lucie County 94%92%95% Rating for overall experience 8.6 9.0 9.5 Length of stay 6.6 6.9 5.5 Length of stay including long-term visitors 23.8 37.3 14.7 Visitor spending per day $254 $297 $264 Visitor spending per trip $1,678 $2,049 $1,452 1st time visitors 23%30%9% 10+ visits to St. Lucie 20%4%8% 30 Quarterly Comparisons Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 Used Visit St. Lucie County mobile app 7%4%4% Considered other destinations 18%14%11% Recalled advertising or promotions 18%11%8% Median age 54 57 51 Median household income $62,500 $78,500 $72,900 Caucasian 87%86%65% Female 43%52%56% Detailed Findings 32 Origin of Visitors 49% 24% 8% 4% 15% Southeast Northeast Midwest West International U.S. Market % of Visitors Orlando 10% Miami-Ft. Lauderdale 9% Surrounding counties 8% New York City 6% Atlanta 4% Pittsburgh 3% Dallas-Ft. Worth 2% Washington DC-Baltimore 2% Detroit 1% Philadelphia 1% Columbus 1% Denver-Aurora-Broomfield 1% Jacksonville 1% Tampa-Clearwater-St. Pete 1% Nashville 1% Chicago 1% Boston 1% 53%of St. Lucie County visitors live in 17 markets 33 Origin of Visitors Florida 39% New York 8% New Jersey 6% Canada 5% Georgia 4% Massachusetts 3% Connecticut 3% Pennsylvania 3% 71%of St. Lucie County visitors live in 7 states or Canada 34 Visitors’ Accommodations 47% 22% 31% Paid accommodations Friend's and/or relative's residence Not staying overnight in St. Lucie County on this trip (Day Tripper) 35 Visitors’ Paid Accommodations 50%1 19% 17% 12% 2% Hotel/motel Personal house, condo, timeshare, etc. Rental house, condominium, etc. RV park/campground/cabin Other 1Only asked to visitors staying in paid accommodations. 36 Travel Parties •The typical visitor traveled in a party composed of 2.7 people •36%traveled with at least one person under the age of 20 in their travel party •78%of visitors traveled as a couple or a family 44% 34% 18% 2% 1% 1% As a family As a couple By yourself With a group of friends With business associates With a tour group, friends, etc. 37 Typical St. Lucie County Visitor •Drove to St. Lucie County (62%) •38%who flew used the following airports: 46% 39% 8% 6% 1% Palm Beach International Airport Miami International Airport Ft. Lauderdale-Hollywood International Airport Orlando International Airport Other 38 Typical St. Lucie County Visitor •Spent 5.5 nights in St. Lucie County •When including long term vistiors1, average nights stayed is 14.7 •9%were first time visitors •8%had visited more than 10 times 9% 19% 19% 17% 3% 5% 28% That was my first visit 2-3 visits 4-5 visits 6-10 visits 11-20 visits 21+ Don't know 1People who stayed longer than 1 month. 39 Visitor Satisfaction •Visitors gave St. Lucie County a rating of 9.51 as a place to vacation2 •95%will return to St. Lucie County 80% 15% 0% 0% 5% Definitely will return Probably will return Probably will not return Definitely will not return Don't know 110=Excellent; 1=Poor. 21% of visitors who gave St. Lucie County a rating of 6 or below gave the following suggestions for improvement: 1. More/better restaurants; 2. More to do during the day; 3. More to do at night, 4. Full service resort on the beach 40 Reasons for Visiting 51%1 47% 22% 18% 15% 15% 14% 9% 7% 5% 5% 4% 3% 3% 2% 2% 1% 1% 0% 8% To relax and unwind Visit friends or family Special occasion Attractions Family vacation Go to restaurants Beach Attend or participate in a sporting event Visit art galleries, museums, cultural events Special event Business, conference, meeting, etc. Golf, tennis, etc. Fishing, hunting, etc. Look for a place to relocate Water sports such as boating, kayaking, jet skiing, etc. Shopping, antiquing Nature, environment, bird watching, etc. Go to bars and night clubs Biking, hiking, running Other 1Up to three responses permitted. 41 Visitor Activities 64%1 57% 43% 41% 28% 24% 23% 20% 10% 7% 7% 5% 5% 5% 4% 4% 3% 2% 1% 7% To relax and unwind Visit friends or family Go to restaurants Attractions Beach Family vacation Special occasion Attend or participate in a sporting event Visit art galleries, museums, cultural events Special event Golf, tennis, etc. Fishing, hunting, etc. Business, conference, meeting, etc. Shopping, antiquing Water sports such as boating, kayaking, jet skiing, etc. Nature, environment, bird watching, etc. Look for a place to relocate Go to bars and night clubs Biking, hiking, running Other 1Multiple responses permitted. 42 Visitor Activities vs. Reason for Visit 64% 57% 43% 41% 28% 24% 23% 20% 10% 7% 7% 5% 5% 5% 4% 4% 3% 2% 1% 7% 51% 47% 15% 18% 14% 15% 22% 9%2 7% 5% 4% 5% 3% 2% 2% 1% 3% 1% 0% 7% To relax and unwind Visit friends or family Go to restaurants Attractions Beach Family vacation Special occasion Attend or participate in a sporting event Visit art galleries, museums, cultural events Special event Golf, tennis, etc. Business, conference, meeting, etc. Fishing, hunting, etc. Shopping, antiquing Water sports such as boating, kayaking, jet skiing, etc. Nature, environment, bird watching, etc. Look for a place to relocate Go to bars and night clubs Biking, hiking, running Other Visitor Activities Reason for Visit 1 2 1Multiple responses permitted. 2Up to 3 responses permitted. 43 Travel Party Spending Expense Categories Spend per Day Spend per Trip Accommodations $78 $429 Restaurants $61 $336 Groceries $19 $105 Shopping $20 $110 Entertainment $50 $275 Transportation $30 $165 Other $6 $32 Total $264 $1,452 •Visiting travel parties spent $264 a day •Visiting travel parties spent $1,452 on their trip 44 Trip Planning Cycle •Over half of visitors planned their trip only 1-3 weeks in advance 58% 18% 3% 3% 3% 2% 13% 1-3 weeks A month or so 2 months 3 months 4 to 5 months 6 months or more Not sure 45 Trip Planning Sources •4%of visitors accessed the Visit St. Lucie mobile app •Visitors used the following sources to plan their trips1: 56% 25% 15% 12% 11% 10% 5% 4% 3% 2% 2% 1% 1% Talk to friends Search on Google, Bing, etc. Use a travel website such as Priceline, etc. Go to a hotel/resort website Use a trip planning app Go to an airline website St. Lucie Travel Guide Go to VISITFLORIDA.com Go to www.VisitStLucieFla.com Personal social media Look at travel magazines Destination social media Read travel guides 1Multiple responses permitted. 46 Other Destinations •11%of visitors considered one or more of the following destinations in place or in addition to St. Lucie County when planning their trip1: 35% 33% 28% 26% 24% 19% 19% 13% 9% 9% 7% 7% 6% 4% 2% 7% West Palm Beach Jensen Beach Vero Beach Florida Keys Orlando Ft. Lauderdale Stuart Daytona Beach Miami Ft. Myers Sarasota New Smyrna Beach Jacksonville Melbourne Cocoa Beach Other 1Multiple responses permitted. 47 Additional Upscale Hotels •24%of visitors would visit St. Lucie County more often if there were additional upscale hotels on the beach: •54%of visitors agree that adding upscale hotels on the beach would make St. Lucie County a more attractive destination to visit vs. West Palm Beach, Jensen Beach, Vero Beach, and other similar areas: 24% 42% 34% Yes No Don't know 54% 28% 18% Yes No Don't know 48 Advertising & Promotions •8%of visitors had seen, read or heard advertising or promotions about the St. Lucie County area on the following media1: 46% 36% 24% 18% 14% 6% 4% 2% 2% Billboard Print advertisement Online advertisement Radio Social media post Television News story/article Other Don’t know 1Multiple responses permitted. •Visitors who had seen, read or heard advertising or promotions about the St. Lucie County area recalled the following sponsors1: 24% 16% 10% 6% 4% 39% 14% Restaurant Chamber of Commerce Visit St. Lucie County Attraction VISIT FLORIDA Don’t know Other 49 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. 42% 19% 17% 9% 7% 5% 5% 4% 4% 4% 3% 2% 2% 2% 1% 1% 1% Nice place to visit Relaxing/laid back/tranquil/quiet/peaceful Beautiful Lots to do (shopping, restaurants, golf, etc.) We love it here Good restaurants Friendly USN SEAL Museum is great Nice beaches Clean Second Home Great weather We come every year Would recommend it Good fishing Great baseball stadium Good golf 50 Visitor Comments •From visitors who describe St. Lucie County as a nice place to visit: “Very nice here. Farmers market and marina are great. There is nice scenery and it’s relaxing. “Traveling through, but it is very nice here. Nice place to relax and enjoy.” “It's a great place, it's great get away for us. Change of scenery and relaxing.” “Very nice area and good central location for lots of activities elsewhere.” “Nice place with great people. Nice waterfront restaurants.” 51 Visitor Comments •From visitors who describe St. Lucie County as relaxing: “A wonderful place to relax and enjoy the restaurants and sightseeing.” “Very relaxing places to visit, people were nice in general and lots of good restaurants to try out. I would move there to live if the weather wasn't so warm and humid all the time!” “Nice relaxing place; Navy Seal Museum is fantastic.” “Quiet and relaxing compared to the busy hustle and bustle towns. Clean and people are friendly overall.” “We enjoy coming here to unwind, have fun and be stress-free.” 52 Visitor Comments •From visitors who describe St. Lucie County as beautiful: “Beautiful place, will keep coming back.” “Beautiful town with lots to do and friendly people.” “Beautiful waterway. Beautiful weather with great waterfront restaurants.” “Beautiful place with an awesome Seal Museum; we will be back.” “Nice downtown area with a picturesque river.” “It's breathtaking being here.” 53 Age 1% 7% 40% 42% 10% 18 to 24 25 to 34 35 to 49 50 to 65 Over 65 Median age = 51 54 Household Income in 2016 1% 16% 36% 23% 19% 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 = $72,900 55 Race/Ethnicity 65% 13% 7% 3% 13% Caucasian African-American Hispanic Asian Other 56 Gender 44% 56% Male Female 57 Visit St. Lucie County Apr –June 2017 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, Senior 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