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Home My WebLink AboutTDC Backup 122017Visit St. Lucie County Fiscal Year 2017 (October 2016 –September 2017) Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Anglin Hope Wiggins Downs & St. Germain Research 2 Purpose of Economic Impact Research Document Inform Marketing Communicate Inspire 3 Tourism Matters to St. Lucie County Economic Impact $801,665,800 1,195,560 4 visitors 1,173,424 Hotel Rooms Generated by Visitors 7,965 jobs $225,763,010 in wages 6 7 Visitors Create Jobs 7 150 VISITORS TO ST. LUCIE COUNTY 1 ST. LUCIE COUNTY JOB 8 $3,923,390 TDT paid 9 Visitors save St. Lucie County residents $314 per household Executive Summary Visitor Tracking FY 2017 11 Origin of Visitors 4%10% 27% 45% 14% of visitors were from areas outside the U.S. 12 Origin of Visitors Top 6 States or Canada Florida New York New Jersey Canada Georgia Pennsylvania Connecticut 66% of visitors were from 6 states or Canada 34% 6% 9% 4% 3% 6% 4% 13 Origin of Visitors Top 8 Markets Surrounding counites New York City Orlando Miami-Ft. Lauderdale Atlanta Washington DC-Baltimore Philadelphia Pittsburgh 4 in 10 visitors were from 8 U.S. markets 7% 11%6% 4% 2% 6% 2%2% 14 Visitors’ Accommodations 47% Paid Accommodations 23% Friends & Relatives 30% Day Trippers 15 Visitors’ Paid Accommodations 50%Hotel/motel 17%Rental house/condominium 18%Personal house/condo 11%RV park/campground/cabin 16 Travel Parties The typical visitor traveled in a party composed of 2.9 people 47%traveled with at least one person under the age of 20 in their travel party 39% of visitors traveled as a couple to St. Lucie County 3 in 10 visitors traveled by themselves to St. Lucie County 17 Transportation 66%of visitors drove to St. Lucie County 17%of all visitors flew in via Palm Beach International Airport 8%of all visitors flew in via Miami International Airport 18 Length of Stay Visitors spent 6.31 nights in St. Lucie County 1When including visitors who stayed longer than 1 month, average nights stayed is 18.2 nights. 19 Visitation 23% were first time visitors 20 Visitor Satisfaction Visitors gave St. Lucie County a 9.21 as a place to vacation 94%of visitors will return to St. Lucie County 110=Excellent; 1=Poor. 21 Top Reasons for Visiting Relax & unwind Friends or family Special occasionFamily vacation AttractionsVisit art galleries, museums, cultural events Beach 22 Top Activities During Visit Relax & unwind BeachFriends or family Attractions Restaurants Family vacation Visit art galleries, museums, cultural events Sporting event 23 Visitor Spending Visitors spent $258 a day Visitors spent $1,625 on their trip 24 Trip Planning 41%of visitors planned their trip 1 to 3 weeks in advance Top trip planning sources: Friends Google, Bing, etc. Travel website Hotel website Airline website Trip planning app 25 Other Destinations 14%of visitors considered other destinations in place or in addition to St. Lucie County when planning their trip, including the following: Jensen Beach Vero BeachWest Palm Beach 26 Additional Upscale Hotels 18%of visitors would visit more often if there were additional upscale hotels on the beach. 47%of visitors agree that adding upscale hotels on the beach would make St. Lucie County a more attractive destination to visit. 27 Advertising & Promotions 13%of visitors had seen, read or heard advertising or promotions about the St. Lucie County area 14%of visitors who had seen, read or heard advertising or promotions about the area recalled Visit St. Lucie County as the sponsor 5%of visitors used the Visit St. Lucie mobile app 28 Demographics The typical St. Lucie County Visitor: Is 53 years old Has a median household income of $72,700 Is Caucasian (76%) Is female (52%) Detailed Findings 30 Key Performance Indicators 30 Economic Indicators FY 2017 Visitors 1,195,560 Direct expenditures $520,562,200 Total economic impact $801,665,800 Room nights generated 1,173,424 Jobs created 7,965 Wages paid $225,763,010 Sales Taxes paid $33,836,544 Tourist Development Tax $3,923,390 31 Key Performance Indicators 31 Visitor Profile FY 2017 Visitors 1,195,560 Occupancy 66.6% Room rates $96.15 RevPAR $64.04 Travel party size 2.9 Nights spent 6.3 Will return 94% Rating of experience 9.21 1On a 10-point scale. 32 Inside Story 32 •Each visitor spends $435 in St. Lucie County •150 visitors = 1 job in St. Lucie County •Visitors save each St. Lucie County household $314 in taxes 33 Visitors’ Direct Spending 33 St. Lucie County Visitors spent $520,562,200 in FY 2017 $13,364,100 $62,644,400 $110,186,000 $66,792,000 $55,751,600 $134,740,600 $77,083,500 Other Transportation Entertainment Shopping Groceries Restaurants Accommodations 34 Visitors to St. Lucie County 34 1,195,560 –Total Visitors to St. Lucie County •561,913 –Stayed in paid accommodations •271,392 –Visited friends and relatives (VFRs) •362,255 –Day visitors 35 Direct Spending by Visitor Type $25,009,800 $98,893,200 $396,659,200 $520,562,200 Day Trippers Visiting Friends and Relatives (VFRs) Visitors staying in Paid Accommodations Total 35 36 Origin of Visitors 45% 27% 10% 4% 14% Southeast Northeast Midwest West International U.S. Market % of Visitors Surrounding Counties 11% New York City 7% Orlando 6% Miami-Ft. Lauderdale 6% Atlanta 4% Washington DC-Baltimore 2% Philadelphia 2% Pittsburgh 2% Detroit 2% 42%of St. Lucie County visitors live in 9 markets 37 Origin of Visitors 62%of St. Lucie County visitors live in 6 states or Canada Origin Percentage of Visitors Florida 34% New York 9% New Jersey 6% Canada 6% Georgia 4% Pennsylvania 4% Connecticut 3% 38 Visitors’ Accommodations 23% 30% 47% Friend's and/or relative's residence Not staying overnight in St. Lucie County on this trip (Day Tripper) Paid accommodations 39 Visitors’ Paid Accommodations 50%1 18% 17% 11% 1% 2% Hotel/motel Personal house, condo, timeshare, etc. Rental house, condominium, etc. RV park/campground/cabin Friends or relatives Other 1Only asked of visitors staying in paid accommodations. 40 Travel Parties •The typical visitor traveled in a party composed of 2.9 people •47%traveled with at least one person under the age of 20 in their travel party •65%of visitors traveled as a couple or a family 26% 39% 30% 4% 1% 0% As a family As a couple By yourself With a group of friends With business associates With a tour group, friends, etc. 41 Typical St. Lucie County Visitor •Drove to St. Lucie County (66%) •34%who flew used the following airports: 50% 24% 17% 9% 2% Palm Beach International Airport Miami International Airport Orlando International Airport Ft. Lauderdale-Hollywood International Airport Other 42 Typical St. Lucie County Visitor •Spent 6.3 nights in St. Lucie County •When including long term vistiors1, average nights stayed is 18.2 •23%were first time visitors •10%had visited more than 10 times 23% 23% 15% 9% 3% 7% 20% 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. 43 Visitor Satisfaction •Visitors gave St. Lucie County a rating of 9.21 as a place to vacation2 •94%will return to St. Lucie County 74% 20% 6% Definitely will return Probably will return Don't know 110=Excellent; 1=Poor. 2<1% of visitors who gave St. Lucie County a rating of 6 or below gave the following suggestions for improvement: 1. More to do during the day; 2. More/better restaurants; 3. Less expensive, 4. More to do at night 44 Reasons for Visiting 35%1 31% 22% 14% 14% 13% 11% 9% 8% 6% 5% 4% 4% 4% 3% 2% 1% 1% 0% 7% To relax and unwind Visit friends or family Beach Family vacation Visit art galleries, museums, cultural events Attractions Special occasion - wedding, anniversary, reunion, girls' weekend, golf trip etc. Go to restaurants Attend or participate in a sporting event Special event Golf, tennis, etc. Fishing, hunting, etc. Business, conference, meeting, 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. 45 Visitor Activities 47%1 38% 32% 31% 28% 20% 17% 13% 12% 9% 8% 7% 6% 5% 4% 4% 3% 3% 1% 5% To relax and unwind Visit friends or family Beach Go to restaurants Attractions Family vacation Visit art galleries, museums, cultural events Attend or participate in a sporting event Special occasion - wedding, anniversary, reunion, girls' weekend, golf trip, etc. Special event Shopping, antiquing Golf, tennis, etc. Fishing, hunting, etc. Water sports such as boating, kayaking, jet skiing, etc. Business, conference, meeting, etc. Look for a place to relocate Nature, environment, bird watching, etc. Go to bars and night clubs Biking, hiking, running Other 1Multiple responses permitted. 46 Visitor Activities vs. Reason for Visit 47% 38% 32% 31% 28% 20% 17% 13% 12% 9% 8% 7% 6% 5% 4% 4% 3% 3% 1% 5% 35% 31% 22% 9% 13% 14% 14% 8% 11% 6% 2% 5% 4% 3% 4% 4% 1% 1% 0% 7% To relax and unwind Visit friends or family Beach Go to restaurants Attractions Family vacation Visit art galleries, museums, cultural events Attend or participate in a sporting event Special occasion - wedding, anniversary, reunion, girls' weekend, golf trip, etc. Special event Shopping, antiquing Golf, tennis, etc. Fishing, hunting, etc. Water sports such as boating, kayaking, jet skiing, etc. Business, conference, meeting, etc. Look for a place to relocate Nature, environment, bird watching, etc. 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. 47 Trip Planning Cycle •4 in 10 visitors planned their trip only 1-3 weeks in advance 41% 19% 9% 6% 7% 7% 12% 1-3 weeks A month or so 2 months 3 months 4 to 5 months 6 months or more Not sure 48 Trip Planning Sources •5%of visitors accessed the Visit St. Lucie mobile app •Visitors used the following sources to plan their trips 1: 49% 28% 15% 13% 12% 12% 8% 3% 3% 3% 2% 2% 1% 1% 1% 3% Talk to friends Search on Google, Bing, etc. Go to a hotel/resort website Go to an airline website (e.g., Delta.com) Use a trip planning app (Tripit, TripAdvisor, Four Square, etc.) Use a flight or hotel website such as Priceline, Expedia , etc. St. Lucie Travel Guide Go to www.VisitStLucieFla.com Go to VISITFLORIDA.com Personal social media (such as personal pages of celebrities, friends, family, etc.) Destination social media (i.e., Facebook or Twitter page of Visit St. Lucie County , etc.) Look at travel magazines Contact a travel agent Read travel guides (Frommer’s, Fodor’s, etc.) Deal-based promotion (Living Social, Groupon, etc.) Other 1Multiple responses permitted. 49 Other Destinations •14%of visitors considered one or more of the following destinations in place or in addition to St. Lucie County when planning their trip1. Places most often considered by these 14% were: 33% 28% 26% 25% 17% 17% 12% 10% 7% 5% 5% 5% 4% 3% 2% 1% 1% 0% Jensen Beach West Palm Beach Vero Beach Florida Keys Orlando Stuart Ft. Lauderdale Miami Daytona Beach Cocoa Beach Ft. Myers Melbourne Sarasota New Smyrna Beach Jacksonville Panama City Destin Charlotte Harbor 1Multiple responses permitted. 50 Additional Upscale Hotels •18%of visitors would visit St. Lucie County more often if there were additional upscale hotels on the beach: •47%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: 18% 44% 38% Yes No Don't know 47% 27% 26% Yes No Don't know 51 Advertising & Promotions •13%of visitors had seen, read or heard advertising or promotions about the St. Lucie County area on the following media1: 31% 29% 18% 13% 11% 10% 10% 4% 7% Billboard Print advertisement (magazines, etc.) Online advertisement News story/article Radio Television Social media post 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: 18% 14% 9% 9% 5% 4% 20% 42% Restaurant Visit St. Lucie County Chamber of Commerce Attraction Hotel, campground, etc. VISIT FLORIDA Other Don’t know Visitor Profile 53 Age 1% 8% 33% 39% 19% 18 to 24 25 to 34 35 to 49 50 to 65 Over 65 Median age = 53 54 Household Income in 2016 5% 16% 32% 23% 17% 7% 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 = $72,700 55 Race/Ethnicity 76% 9% 5% 2% 8% Caucasian African-American Hispanic Asian Other 56 Gender 48% 52% Male Female Quarterly Comparisons 58 Quarterly Comparisons Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 July-Sept 2017 FY 2017 Visitors 278,055 325,709 298,007 293,790 1,195,560 Direct expenditures $105,544,200 $181,686,600 $126,295,200 $107,036,200 $520,562,200 Total economic impact $162,538,100 $279,797,400 $194,494,600 $164,835,800 $801,665,800 Occupancy 59.8%76.7%64.9%65.0%66.6% Room rates $84.28 $121.20 $87.91 $85.84 $96.15 RevPAR $50.40 $92.96 $57.05 $55.80 $64.04 Room nights 265,792 333,484 285,314 288,834 1,173,424 TDT collections $759,075 $1,455,355 $910,200 $798,760 $3,923,390 59 Quarterly Comparisons 59 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter FY 2017 Median age 54 57 51 48 53 Median household income $62,500 $78,500 $72,900 $72,200 $72,700 From Southeast 53%31%49%56%45% From Florida 43%21%39%44%34% Travel party size 2.9 2.8 2.7 3.1 2.9 Drove 72%65%62%69%66% 1st time visitor 23%30%9%27%23% 10+ visits to St. Lucie 20%4%9%12%10% Caucasian 87%86%65%63%76% * Includes day trippers and visitors staying with friends and relatives (VFRs) 60 Quarterly Comparisons 60 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter FY 2017 Rating of St. Lucie County*8.6 9.0 9.5 9.4 9.2 Likelihood of returning 94%92%95%95%94% Used Visit St. Lucie County mobile app 7%4%4%5%5% Considered other destinations 18%14%11%13%14% Recalled advertising or promotions 18%11%8%15%13% Female 43%52%56%58%52% * 10 point scale 61 Quarterly Comparisons Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 July-Sept 2017 FY 2017 Paid accommodations 42%46%47%50%47% VFRS 27%21%22%23%23% Day trippers 31%33%31%27%30% Traveled as a couple 37%43%34%33%39% Traveled as a family 34%35%44%31%26% Length of stay 6.6 6.9 5.5 5.9 6.3 Visitor spending per day $254 $297 $264 $220 $258 Visitor spending per trip $1,678 $2,049 $1,452 $1,298 $1,625 62 Quarterly Comparisons Top Origin States Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 July-Sept 2017 FY 2017 Florida 43%21%39%44%34% New York 7%11%8%6%9% New Jersey 5%8%6%6%6% Pennsylvania 3%4%3%3%4% Georgia 4%3%4%4%4% Connecticut 4%5%3%2%3% Canada 6%8%5%2%6% 63 Quarterly Comparisons Top Origin Markets Oct-Dec 2016 Jan-Mar 2017 Apr-June 2017 July-Sept 2017 FY 2017 Surrounding Counties 25%8%8%8%11% New York City 5%9%6%6%7% Orlando 3%4%10%8%6% Miami-Ft. Lauderdale 6%3%9%7%6% Atlanta 3%2%4%4%4% Philadelphia 2%2%1%3%2% Pittsburgh 1%3%3%2%2% Washington DC-Baltimore 3%3%2%2%2% 64 Methodology •The economic impact of tourism on St. Lucie County is based on data collected from over 3,465 visitors to St. Lucie County in FY2017. Interviews were conducted throughout St. Lucie County. •Total economic impact of tourism on St. Lucie County is a function of direct spending by visitors in St. Lucie County & induced + indirect effects of this spending. •Indirect effects are increased business spending resulting from tourism dollars. •Induced effects are increased household spending resulting from tourism dollars. •Downs & St. Germain Research uses IMPLAN to calculate the economic multiplier for St. Lucie County (1.54). ¹Over 1,500 organizations use IMPLAN, which has been used to model the economic impact of tourism since 1992. Agencies such as FEMA, EPA, Federal Reserve Bank, and Bureau of Land Management use IMPLAN. Economic Impact of Tourism Study Fiscal Year 2017 Charlotte Bireley –Director of Tourism & Marketing St. Lucie County 772-462-1539, BireleyC@stlucieco.org 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 Hope Wiggins, Project Director, hope@dsg-research.com Downs & St. Germain Research 850-906-3111: www.dsg-research.com