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Home My WebLink AboutTDC 022017 Agenda Backup 2Visit St. Lucie County October — December 2016 Visitor Tracking Report Is-11&14,tr2a�� 5 ',Ie ,i st.wcie 'R Florida Ft. Pierce • Port St. Lucie • Hutchinson Island Phillip Downs, Ph.D. �. Joseph St. Germain, Ph.D. Rachael Anglin Downs & St. Germain Research 44 downs & st. germain R E S E A R C�H 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 U.sifar�n'E�ore ,�l St.Wde Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 2 16 downs & st. germain R E S E A R C H 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 .71IN000, St.Wde Florida downs & st. germain Ft. Pierce • Port St. Lucie 3 C J [ CC • Hutchinson Island R C C A R C H Tourism Snapshot: Oct -Dec 2016 Visitors Direct Expenditures' Total Economic Impact' 0 2781055 $105,544,200 $159,371,700 Occupancy3 Room Rates3 RevPAR3 Room Nights3 'Includes spending for: accommodations, restaurants, entertainment, shopping, transportation, groceries, and "other" expenses. 'A multiplier of 1.51 was used based on data from other destinations. The TDT Collections final multiplier for St. Lucie County will be calculated after 12 months of data collection. 59.8 $50.40 166,855 $795,1354 'From STIR Report 4TDT Collections for Dec 2016 are estimated based on last year's TDT collections and the STIR Report. 10 IISW'AfV'E areNO, ? Urd.-A St.Wde Florida 41 downs & St. germain Ft. Pierce - Port St. Lucie 4 f'� f''' f • Hutchinson Island R E C S A R C H 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 o l d • Was male (57%) • Had a median household income of $62,500 7 / US/�AI�O �KL70/2 ,�I St.Wde Florida downs & st. germain C J C Ft. Pierce - Port St. Lucie 5 [ CC • Hutchinson Island R C A R C H Origin of Visitors of St. Lucie County visitors live in 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 Boston 1.9% 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% 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 3% 10% 9% 25% ■ Southeast West ■ Northeast International markets ■ Midwest 6 b4% downs & st. germain ib RESEARC H Origin of Visitors 74% of St. Lucie County visitors live in 8 states or Canada Florida 43/ Canada 6% New Jersey 5% Georgia 4% Connecticut 4% Virginia 3% New York 3% Massachusetts 3% Pennsylvania 3% 01 / US/�ANO7 -71 *0 St.Wcie PQ Florida downs & st. germain Ft. Pierce - Port St. Lucie 7 f'� f''' f • Hutchinson Island R ' E C S A R C H Visitors' Accommodations Paid accommodations Friend's and/or relative's residence Not staying overnight in St. Lucie County on this trip (Day Tripper) 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 42% 27% 31% downs & st. germain s16 R E S E A R C H Visitors' Paid Accommodations Hotel/motel Rental house, condominium, etc. Personal house, condo, timeshare, etc. RV park/campground/cabin Other 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island M 7% 43%1 18% 16% 16% 'Only asked to visitors staying in paid accommodations. downs & st. germain R E S E A R C H Travel Parties • The typical visitor traveled in a party composed of • 710/4 of visitors traveled as a couple or a family As a couple As a family By yourself With a group of friends With business associates With a tour group, friends, etc. 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 1% 1% 7% 10 20% 0=0 37% 34% downs & st. germain 16 R E S E A R C H Typical St. Lucie County Visitor • to St. Lucie County (72%) • who flew used the following airports: Palm Beach International Airport Orlando International Airport Ft. Lauderdale -Hollywood International Airport ��° Miami International Airport 4% Other 6% 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 11 20% 63% downs & st. germain R E S E A R C H Typical St. Lucie County Visitor • Spent 6.6 nights in St. Lucie County • When including long term vistiorsl, average nights stayed is 23% were first time visitors • 20% had visited more than 10 times That was my first visit 23% 2-3 visits 34% 4-5 visits 13% 6-10 visits 10% 11-20 visits 3% 21+ 17% 'People who stayed longer than 1 month. St-Wcie Florida ON 40 downs & st. germain Ft. Pierce - Port St. Lucie 12 • Hutchinson Island R E S A R C H Visitor Satisfaction • Visitors gave St. Lucie County a rating of as a place to vacation2 • will return to St. Lucie County Definitely will return Probably will return Probably will not return 1% Definitely will not return 0% Don't know 5% 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 70% 24% 110=Excellent; 1=Poor. 15% 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. downs & St. germain 13 16 R E S E A R C H Reasons for Visiting To relax and unwind 25%1 Beach 23% Visit friends or family 21% Visit art galleries, museums, cultural events 14% Family vacation 10% Attractions 9% Special event 8% Golf, tennis, etc. 7% Go to restaurants 6% Fishing, hunting, etc. 5% Water sports such as boating, kayaking, jet skiing, etc. 4% Business, conference, meeting, etc. 4% Look for a place to relocate 4% Shopping, antiquing 3% Special occasion 2% Nature, environment, bird watching, etc. 1% Attend or participate in a sporting event 1% Go to bars and night clubs 1% Biking, hiking, running 0% ,�® o , Other goo 'Up to three responses permitted. St.Wde P FloridaI* ' downs & st. germain Ft. Pierce - Port St. Lucie 14 R C C [ J CCC • Hutchinson Island A R C H Visitor Activities 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. 5% Go to bars and night clubs 5% Look for a place to relocate 5% Business, conference, meeting, etc. 4% Nature, environment, bird watching, etc. 3% Special occasion 2% Biking, hiking, running 2% Attend or participate in a sporting event 1% Other 10 ,�I US/�AI�O �KL70/2 St.Lucie Florida Ft. Pierce Port St. Lucie • Hutchinson Island 15 9% 8% 8°% 25% 23% 20% 18% 34%1 32% 'Multiple responses permitted. downs & st. germain 16 R E S E A R C H Visitor Activities vs. Reason for Visit 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 7 / 0 Other US/�AI�O ' 711 O, St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 6% 3% 5% 5% 4% 5% 4% 1% 5% 14 1% 3% 3o 0% 2q 1%�� 16 25%z 23% 25% 23% 21% 9% 20% 14% 18% 8% 15% 10% 13 % 13% 9% 7% 8% O o 34%1 32% Visitor Activities Reason for Visit 'Multiple responses permitted. 2Up to 3 responses permitted. downs & st. germain R E S E A R C H Visitor Spending Visitors spent $254 a day • Visitors spent $1,678 on their trip Accommodations $71 Restaurants $ 67 Groceries $18 Shopping $48 Entertainment $33 Transportation $16 Other $1 Total $254 St.Wde Q� Florida Ft. Pierce - Port St. Lucie • Hutchinson Island $469 $442 $119 $317 $218 $106 $7 $1,678 downs & st. germain 17 #01 R R S E A R C H Trip Planning Cycle • 4 in 10 visitors planned their trip only 1-3 weeks in advance 1-3 weeks A month or so 11% 2 months 9% 3 months 9% 4 to 5 months 6% 6 months or more Not sure 8% 16% 7/ U's"',x O7 67 ll2 �10001 St.Wde PQ Florida ' Ft. Pierce - Port St. Lucie 18 • Hutchinson Island 41% downs & st. germain R E S E A R C H Trip Planning Sources • 7% of visitors accessed the Visit St. Lucie mobile app Visitors used the following sources to plan their trips': Talk to friends 48% Go to an airline website 21% Search on Google, Bing, etc. 14% Use a flight/hotel website such as Priceline, etc. 13% Go to a hotel/resort website 10% Use a trip planning app 9% Go to VISITFLORIDA.com 7% Personal social media 5% Contact a travel agent 3% Deal -based promotion 3% Previous visit 3% www.VisitStLucieFla.com 2% Destination social media 2% Look at travel magazines 2% Look in travel sections of newspapers 1% Read travel guides 1% , 'Multiple responses permitted. St-WcieON Florida , downs & st. germain Ft. Pierce - Port St. Lucie 19 CC • Hutchinson Island R C C S C A R C H Other destinations 185,, of visitors considered one or more of the following destinations in place or in addition to St. Lucie County when planning their trip': West Palm Beach Jensen Beach Miami Stuart Vero Beach Florida Keys Orlando Ft. Lauderdale Melbourne Sebastian Daytona Beach Panama City Destin Other 22% 19% 19% 15% 11% 11% 7% 7% 7% 4% 4% 4% 11% 37% UirlfEore ,�► 'Multiple responses permitted. St-WcieON Florida ' downs & st. germain Ft. Pierce - Port St. Lucie 20 R C C S CC A R C H • Hutchinson Island C Advertising & Promotions • 1 R'/- of visitors had seen, read or heard advertising or promotions about the St. Lucie County area on the following medial: Print advertisement News story/article Online advertisement Billboard Radio Don't know Television Social media post Other 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 3% 19% • Visitors who had seen, read or heard advertising or promotions about the St. Lucie County area recalled the following sponsors': 25% Visit St. Lucie County 19% Restaurant 13% Chamber of Commerce 6% VISIT FLORIDA 5% Hotel, campground, 3% etc. Attraction 3% Don't know 48% Other 21% 'Multiple responses permitted. downs & st. germain 21 lb R E S E A R C H 'County' f Perce t ons o St. ucie p Nice place to visit 28%2 Relaxing/laid back/tranquil/quiet/peaceful 21% Beautiful 18% Nice beaches 8% We love it here 8% Great weather 7% Lots to do (shopping, restaurants, golf, etc.) 7% Good fishing 6% USN SEAL Museum is great 4% Friendly 4% We come every year 4% Good restaurants 4% Good golf � 3% Would recommend it = 2% Affordable 0 1% 'How would you describe St. Lucie to a friend who had never visited? ® 2Coded open-ended responses; multiple responses permitted. Uirif�E�are ,�1 St.Wde Florida downs & St. germain Ft. Pierce - Port St. Lucie 22 • Hutchinson Island R E S E A R C H 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." 77 / US/'AINO 67 ll2 �0001 St.Wde PQ Florida downs & st. germain Ft. Pierce - Port St. Lucie 23 [ CC • Hutchinson Island R C C J C A R C H 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. t "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." U.sifacm'Ec�ore `�► St.Wde Q�- Florid Ft. Pierce - Port St. Lucie • Hutchinson Island 24 to 4% downs & st. germain R E S E A R C H 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" ,�,Isz"AN;6 7 sI St.7% Wde Florida downs & st. germain Ft. Pierce • Port St. Lucie 25 [ CC • Hutchinson Island R C C J C A R C H 18 to 24 4% 25 to 34 35 to 49 50 to 65 Over 65 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 26 13% Median age = 54 23% 25% 35% downs & st. germain RESEARC H Household Income in 2016 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 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 5% 27 12% 14% 22% 19% 28% Median HHI = $62,500 downs & st. germain 16 R E S E A R C H Race/Ethnicity Caucasian African -American 5% Hispanic 5% Asian 1% Other 2% 7 / US/�AI�O �KL70/2 I St.Wde Q Florida Ft. Pierce - Port St. Lucie 28 • Hutchinson Island 87% downs & st. germain 16 R E S E A R C H 43% St.Wde Q� Florida Ft. Pierce • Port St. Lucie • Hutchinson Island Gender a Male 29 57% Female downs & st. germain RESEARC H Visit St. Lucie Oct — Dec 2016 Visitor Tracking Report Charlotte Bireley —Director of Tourism &Marketing St.Wde Florida Ft. Pierce • Port St. Lucie • Hutchinson Island St. Lucie County 772-462-15391 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, Project Director, rachael@dsg-research.com Downs & St. Germain Research 850-906-3111: www.dsg-research.com 30 to 4% downs & st. germain R E S E A R C H