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Home My WebLink AboutTDC 122017 BackupVisit St. Lucie County Fiscal Year 2017 (October 2016 - September 2017) R vri��r��re st.wcie Florida Ft. Pierce • Port St. Lucie • Hutchinson Island Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Anglin Hope Wiggins Downs & St. Germain Research downs & st. germain Purpose of Economic Impact Research I l 7 •® St.wde Florida Ft. Pierce - Port St. Lucie • Hutchinson Island Document Inform Marketing Now Florida's So largest City asnunaaL.11— es RICH Y; W I LD L+. a,n��„ S,rar,E�aanarac.�.a,�Er�aoE 2 Inspire Communicate downs & st. germain 101 R E S E A R C H Methodology • Visitor Tracking Study Internet surveys with hotel visitors & in -person interviews in public areas & at events around St. Lucie County Sample size — 3,460 completed interviews Target individuals • Visitors to St. Lucie County • Data Collection: October 2016 — September 2017 .7 ore 0i 0, St.Wcie Q� Florida downs & st. germain Ft. Pierce • Port St. Lucie 3 C J [ CC • Hutchinson Island R C C A R C H Methodology • The economic impact of tourism on St. Lucie County is based on data collected from over 3,460 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). • IMPLAN models the way tourism dollars are spent and re -spent in other sectors of the economy, generating waves of economic activity, called multiplier effects. • Over 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. St.Wde Q Florida downs & st. germain Ft. Pierce • Port St. Lucie 4 E R f C • Hutchinson Island f'S A R C H Economic Impact Overview • Lodging Inventory • Visitor Statistics • Visitor Type St-Wcie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 5 • From Visitor Tracking Survey • IMPLAN 101 downs & st. germain R E= S E A R C H Tourism Matters to St. Lucie County 0 n 000 �a0p 0 0 00 00 ,&801.66!1;,800 Economic Impact St.Wcie QJJ Florida downs & st. germain Ft. Pierce - Port St. Lucie R 6 f'� E f''' f C • Hutchinson Island S A R C H 1951560 visitors Uirlf�E�ore �Jl St.LucI Florida downs & st. germain Ft. Pierce - Port St. Lucie • Hutchinson Island R E S E A R C H 111731424 Room Nights Generated by Visitors 7,,9 6 � jobs am $225,763,010 in wages St.Lucie P Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 9 downs & st. germain 16 R E S E A R C H Visitors Create Jobs VISITORS TO g� ST. LUCIE COUNTY Uir/far�Eore St.Wde Qmd Florida Ft. Pierce - Port St. Lucie 10 • Hutchinson Island ST. LUCIE COUNTY JOB downs & sticgermain 16 R E S E A R C H Q?3 390 TDT paid Visitors save St. Lucie County residents $31LI per household 12 St.Luc�e ; Florida Ft. Pierce - Port St. Lucie - Hutchinson Island Marketing Insights 1' downs & st. germain Marketing Insights -> St. Lucie County is primarily a drive market - 66% of all visitors drive - There is potential to attract more visitors from the Southeast drive market - Targeted marketing efforts should be developed for the Atlanta metro area -> 17% of all St. Lucie County visitors fly into Palm Beach International Airport (PBI) - Marketing opportunities at PBI should be pursued -> There is strong market potential for Florida beaches in the northeast - 27% of all visitors live in the Northeast - Unfortunately, St. Lucie County does not have the requisite budget to compete for these visitors except by placing marketing efforts at PB - St. Lucie County should increase marketing dollars emanating from TDT collections to capitalize on potential in key northeast markets. us;'APP'� St.Lucie Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 14 11111111110 downs & st. germain R E S E A R C H Marketing Insights —> Short trip planning cycle — 41% planned their trip 1 to 3 weeks in advance - St. Lucie County should develop social media efforts that are tied to key travel dates such as holidays and dates of key events in St. Lucie County or neighboring counties —> Higher percentage of families in April -June quarter - With short planning cycles & high percentage of visitors who drive, there is an opportunity to create a social media based "family road trip campaign" for April -June —> Top reasons for visiting & top activities while visiting: 1. Relax & unwind; 2. Visit friends/relatives; Beach - St. Lucie County should focus marketing on these strengths - Emphasis should be placed on St. Lucie County's slower -paced beaches compared to other beaches within close proximity us;'ANP'� St.Lucie Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 15 ft 4% downs & st. germain R E S E A R C H Marketing Insights Only 14% of visitors considered visiting somewhere other than St. Lucie County — when they choose other destinations, visitors to St. Lucie County choose another beach area that is close geographically - There are opportunities to partner with Jensen Beach and Vero Beach to use combined marketing dollars for positioning these areas as alternatives to West Palm Beach, Ft. Lauderdale, & Miami Friends and family: #1 source for planning trips to St. Lucie County and #2 reason for visiting St. Lucie County - Develop a social media campaign for locals highlighting St. Lucie County to increase civic pride and encourage others (specifically friends and family) to visit the area 47% of visitors agree that adding upscale hotels located on the beach would make St. Lucie County a more attractive destination to visit vs. West Palm Beach, Jensen Beach, and Vero Beach, but only 18% would visit more often if there were additional upscale hotels located on the beach - Additional upscale hotels would potentially attract new visitors, but would not necessarily increase visitation by previous visitors us;'ANP' St.Lucie Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 16 downs 81(§t. germain R E S E A R C H Executive Summary st was-41 Florida Ft. Pierce • Port St. Lucie • Hutchinson Island Visitor Tracking FY 2017 1' downs & st. germain 14% U..r;far�n'Ec�ore ,�i St-Wcie ? Qrd.-d Florida Ft. Pierce - Port St. Lucie • Hutchinson Island Origin of Visitors of visitors were from areas outside the U.S. 18 F% 101 downs & st. germain R E S E A R C H U..r;far�n'Ec�ore ,�i St.Wcie Qmd Florida Ft. Pierce - Port St. Lucie • Hutchinson Island Origin of Visitors 66%of visitors were from 6 states or Canada 19 op 6 States or Canada downs & st. germain 101 R E S E A R C H U:.rifacm'Ecore St-Wcie ? Qr�d_d Florida Ft. Pierce - Port St. Lucie • Hutchinson Island Origin of Visitors 4 i n 10 visitors were from 8 U.S. markets Surrounding counties New York City '4 Orlando Miami -Ft. Lauderdale Atlanta Washington DC -Baltimore Philadelphia Pittsburgh downs & st. germain 20 16 R R S E A R C H Visitors' Accommodations 47% 23 30% Paid Accommodations Friends & Relatives Day Trippers U..r;facm'Ec�ore ,�i St.Wcie Qmd Florida Ft. Pierce - Port St. Lucie Ilk • Hutchinson Island 21 downs & st. germain 101 R E S E A R C H Visitors' Paid Accommodations 50% Hotel/motel 17% Rental house/condominium 0, / U's,",x O7 67 112NO0 St.Wde PQ Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 22 Personal house/condo 11% RV park/campground/cabin 16 downs & st. germain R E S E A R C H Travel Parties The typical visitor traveled in a party composed of people of visitors traveled as a couple to St. Lucie County / US/"Arw7 67 11 St.Wde PQ Florida Ft. Pierce - Port St. Lucie • Hutchinson Island traveled with at least one person under the age of 20 in their travel party 3 in 10 visitors traveled by themselves to St. Lucie County downs & st. germain 23 16R R S E A R C H Transportation 669/( of visitors drove to 179/ of all visitors flew in via Palm St. Lucie County 7 U/ S/�AI�O �KL70/2 O0 0, St.Wcie PQ Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 24 Beach International Airport 8% of all visitors flew in via Miami International Airport downs & st. germain R E S E A R C H Length of Stay ➢ Visitors spent 1 nights in St. Lucie County I %moo" T 01 U,Isz,, rW167 re ,�i St.Wde Q� Florida Ft. Pierce - Port St. Lucie • Hutchinson Island E 4W 25 I" 'When including visitors who stayed longer than 1 month, average nights stayed is 18.2 nights. downs & st. germain lb R E S E A R C H Visitation ➢ 23% were first time visitors 0, 7 / US/"AINO 67 112NO0 St.Wcie QJJ Florida 40 Ft. Pierce - Port St. Lucie 26 • Hutchinson Island downs & st. germain R E S E A R C H Visitor Satisfaction ➢ Visitors gave St. Lucie County a 9.21 as a place to vacation ➢ of visitors will return to St. Lucie County 0, / U's"',x O7 67 112NO0 St.Wde PQ Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 4 110=Excellent; 1=Poor. 1 downs & st. germain 27 to R E S E A R C H Top Reasons for Visiting Relax &unwind -10 Family vacation St.Wde Q� Florida Ft. Pierce • Port St. Lucie • Hutchinson Island Friends or family Visit art galleries, museums, cultural events W4 Attractions r Beach Special occasion 4% downs & st. germain to R E S E A R C H Top Activities During Visit Relax & unwind Attractions US""X tO 671NO001 St-Wcie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island Friends or family Family vacation 46 Beach Restaurants Visit art galleries, museums, cultural events Sporting event downs & st. germain 29 16 R E S E A R C H Visitor Spending ➢Visitors spent $25E a day ➢Visitors spent $1,625 on their trip 0, / U's"',x O7 67 112NO0 St.Wcie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 30 16 downs & st. germain R E S E A R C H Trip Planning ➢ 41% of visitors planned their trip 1 to 3 weeks in advance ➢ Top trip planning sources: Friends Airline website Google, Bing, etc. -916- Tv WA M M St. Lucia County, Florida M 3 F- E LT A Tripit 4 � OHO. `TripAdvis— Auk ESCAP 411110, ID Florida Ft. Pierce, Port St. Lucie - Hutchinson island Trip planning app 31 Hotel website I CF 7. LAMIMIM Travel website Gza=11i Discover New Deals F—iry Day "0' Best Price. GUARANTEED. We guarantee the lowest price on everything you oo. 1 4% downs & st. germain 101 R E S E A R C H 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 "No- jEp8z?4 "W West Palm Beach Vero Beach .7% � "VI �0001 St.Wcie Qmd Florida Ft. Pierce - Port St. Lucie 32 • Hutchinson Island downs & st. germain R E S E A R C H Additional Upscale Hotels ➢ 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. 0, 7 / US/"AINO 67 112NO0 St.Wcie PQ Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 33 41 downs & st. germain R E S E A R C H Advertising & Promotions ➢ of visitors had seen, read or heard advertising or promotions about the St. Lucie County area ➢ of visitors who had seen, read or heard advertising or promotions about the area recalled Visit St. Lucie County as the sponsor ➢ of visitors used the Visit St. Lucie mobile app an L7 .05 PM i{• O Explore ,Bea i Dinin ' St-Wcie X Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 34 , to downs & st. germain R E= S E A R C H Demographics ➢The typical St. Lucie County Visitor: ➢Is '33 years old ➢Has a median household income of $72,700 ➢Is Caucasian( 76%) ➢Is female (52%) St.wde Qmg Florida Ft. Pierce - Port St. Lucie • Hutchinson Island downs & st. germain 35 16 R R S E A R C H St.Luc�e ; Florida Ft. Pierce - Port St. Lucie - Hutchinson Island Detailed Findings 40 downs & st. germain fb P F S F A P C H Key Performance Indicators Economic Indicators Visitors Direct expenditures Total economic impact Room nights generated Jobs created Wages paid Sales Taxes paid Tourist Development Tax St-Wcie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 37 2017 1/195/560 $52015621200 $80116651800 1/173/424 7,965 $22517631010 $33,836,544 $3,923,390 downs & st3�germain 16 R E S E A R C H Key Performance Indicators �Y 20A]a Visitors 1/195/560 Occupancy 66.6% Room rates $96.15 Rev PA R $64.04 Travel party size 2.9 Nights spent 6.3 Will return 94% Rating of experience 9.21 10n a 10-point scale. us;'AfV' St.Wde �,;ma Florida downs & st3Egermain Ft. Pierce - Port St. Lucie 38 f'� R E f''' f c • Hutchinson Island S A R C H Inside Story • 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 St.Wde Qmd Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 39 downs & st3sgermain 16 R E S E A R C H Visitors' Direct Spending St. Lucie County Visitors spent $520,562,200 in FY 2017 Accommodations Restaurants Groceries Shopping Entertainment Transportation Other 01 / US/�AI�O7 �KL70/2 *0 St.Wde PQ Florida Ft. Pierce - Port St. Lucie • Hutchinson Island $13,364,100 40 $77,083,500 $55,751,600 $66,792,000 $62,644,400 $134, 740, 600 $110,186,000 downs & st.cgermain R E S E A R C H Visitors to St. Lucie County 1,195,560 — Tota I Visitors to St. Lucie County • 5611913 —Stayed in paid accommodations • 2711392 —Visited friends and relatives (VFRs) • 3621255 —Day visitors St.Wde Qmd Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 41 16 downs & st4lgermain R E S E A R C H Direct Spending by Visitor Type Total Visitors staying in Paid Accommodations Visiting Friends and Relatives (VFRs) Day Trippers 0, 7 U/ S/�AI�O �KL70/2 O0 St.Wde PQ Florida Ft. Pierce - Port St. Lucie • Hutchinson Island $520,562,200 $396,659,200 $98,893,200 $25,009,800 downs & st42germain 42 16 R E S E A R C H Origin of Visitors U.S. Market r, 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% us;'APP'� St.Lucie Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 43 of St. Lucie County visitors live in markets 4% 10 ■ Southeast ■ West 9 A O/ ■ Northeast International L Midwest 4% downs & st. germain 16 R E S E A R C H Origin of Visitors 62% of St. Lucie County visitors live in states or Canada Origi Florida New York New Jersey Canada Georgia Pennsylvania Connecticut St.7% Wcie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island "7ercentage of Visitors 44 34% 9% 6% 6% 4% 4% 3% downs & st. germain R E S E A R C H Visitors' Accommodations Paid accommodations Not staying overnight in St. Lucie County on this trip (Day Tripper) Friend's and/or relative's residence 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 45 23% 30% 47% downs & st. germain R E S E A R C H Visitors' Paid Accommodations Hotel/motel Personal house, condo, timeshare, etc. Rental house, condominium, etc. RV park/campground/cabin Friends or relatives 1% Other 2% 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie 46 • Hutchinson Island 11% 50%1 18% 17% 'Only asked of 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 people • 47% traveled with at least one person under the age of 20 in their travel party • 651V of visitors traveled as a couple or a gamily As a family As a couple 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 4% 1% 0% 26% 39% 30% downs & st. germain 47 16 R E S E A R C H Typical St. Lucie County Visitor • C to St. Lucie County (66%) • 34% who flew used the following airports: Palm Beach International Airport Miami International Airport Orlando International Airport Ft. Lauderdale -Hollywood International Airport Other 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 2% 17% 9% 24% 48 ' ' 50% downs & st. germain R E S E A R C H Typical St. Lucie County Visitor • Spent 6.3 nights in St. Lucie County • When including long term vistiorsl, average nights stayed is 23% were first time visitors • 10% had visited more than 10 times That was my first visit 2-3 visits 4-5 visits 6-10 visits 11-20 visits 21+ 3% 7% 9% 15% 23% 23% Don't know 20% 'People who stayed longer than 1 month. St-Wcie Florida ON 40 downs & st. germain Ft. Pierce - Port St. Lucie 49 • Hutchinson Island R E S A R C H Visitor Satisfaction • Visitors gave St. Lucie County a rating of 9.21 as a place to vacation2 • will return to St. Lucie County Definitely will return Probably will return Don't know 6% 20% 74% 110=Excellent; 1=Poor. 1<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. Uirlfa�w�Eore ,�� More/better restaurants; 3. Less expensive, 4. More to do at night Stilbde Florida 40 downs & St. germain Ft. Pierce - Port St. Lucie 50 • Hutchinson Island R E S A R C H Reasons for Visiting 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 10 ► Biking, hiking, running�o,� StOde �,� Other Florida Ft. Pierce - Port St. Lucie 51 • Hutchinson Island 31% 22% 11% 9% 8% 6% 5% 4% 4% 4% 3% 2% 1% 1% 0% 'Up to three responses permitted. 35%1 7% 4% downs & st. germain I 1b R E S E A R C H Visitor Activities 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 ► 10 Biking, hiking, running �o,� StOde �,� Other Florida Ft. Pierce - Port St. Lucie 52 • Hutchinson Island 32% 31% 28% 20% 17% 13% 12% 9% 8% 7% 6% 5% 4% 4% 3% 3% 1% 'Multiple responses permitted. 5% 47%1 38% downs & st. germain 16 R E S E A R C H Visitor Activities vs. Reason for Visit 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 �,o� ,�,�► 10 Biking, hiking, running StI .f irip rOther Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 53 35% 47°% 31% 38% 32% 22% 31% 9% 28% 13% 14%20% 17% 14% 8% 1223% 11%/° 9% 6% 2% 8% 7% 5% 44 /o 3%0% 4%% A 1400% Visitor Activities' z Reason for Visit 'Multiple responses permitted. 1/o 2Up to 3 responses permitted. 0% 0 5 % downs & st. germain R E 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 2 months 9% 3 months 6% 4 to 5 months 7% 6 months or more 7% Not sure 7/ U's"',x O7 67 ll2 �10001 St.Wde PQ Florida Ft. Pierce - Port St. Lucie 54 • Hutchinson Island 12% 19% 41% downs & st. germain 16 R E S E A R C H Trip Planning Sources • 5% of visitors accessed the Visit St. Lucie mobile app Visitors used the following sources to plan their trips': Talk to friends Search on Google, Bing, etc. 28% Go to a hotel/resort website 15% Go to an airline website (e.g., Delta.com) 13% Use a trip planning app (Tripit, TripAdvisor, Four Square, etc.) 12% Use a flight or hotel website such as Priceline, Expedia , etc. 12% St. Lucie Travel Guide g% Go to www.VisitStLucieFla.com 3% Go to VISITFLORIDA.com 3% Personal social media (such as personal pages of celebrities, friends, family, etc.) 3% Destination social media (i.e., Facebook or Twitter page of Visit St. Lucie County, etc.) 2% Look at travel magazines 2% Contact a travel agent 1% Read travel guides (Frommer's, Fodor's, etc.) 1% Deal -based promotion (Living Social, Groupon, etc.) 1% Other 3% 49% , 'Multiple responses permitted. St-Wcie Florida , downs & St. germain Ft. Pierce - Port St. Lucie 55 C [ J CCC • Hutchinson Island R C A R C H Other Destinations • L-rof visitors considered one or more of the following destinations in place or in addition to St. Lucie County when planning their trip'. Places most often considered by these 14% were: 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 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 7% 17% 17% 28% 26% 25% 'Multiple responses permitted. 33% downs & st. germain 56 1b R E S E A R C H Additional Upscale Hotels • I-Q°/- of visitors would visit St. Lucie County more often if there were additional upscale hotels on the beach: Yes No Don't know V.rifa�w�E�are ,�! St.Wde Florida Ft. Pierce - Port St. Lucie • Hutchinson Island • 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% Yes 44% No 27% 38% Don't know 26% 47% downs & st. germain 57 16 R E S E A R C H Advertising & Promotions • 1 1% of visitors had seen, read or heard advertising or promotions about the St. Lucie County area on the following medial: Billboard Print advertisement (magazines, etc.) Online advertisement 18% News story/article 13% Radio 11% Television 10% Social media post 10% Other 4% Don't know 7% 7 / US/�AI�O �KL70/2 ,�I St.Lucie Florida Ft. Pierce - Port St. Lucie • Hutchinson Island • Visitors who had seen, read or heard advertising or promotions about the St. Lucie County area recalled the following sponsors': 31% Restaurant 29% Visit St. Lucie County Chamber of Commerce Attraction Hotel, campground, etc. VISIT FLORIDA Other Don't know 58 9% 9% 5% 4% 20% 42% 'Multiple responses permitted. downs & st. germain lb R E S E A R C H Visitor Profile St.Luc�e ; Florida Ft. Pierce- Port St. Lucie downs & st. germain • Hutchinson Island P F S F A P C H 18 to 24 1% 25 to 34 8% 35 to 49 50 to 65 Over 65 St.Lucie Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 19% Median age = 53 33% 39% downs & st. germain 16 R E S E A R C 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% 7% 61 16`/0 17% 23% Median HHI = $72,700 downs & st. germain 16 R E S E A R C H Race/Ethnicity Caucasian 76% African -American 9% Hispanic 5% Asian 2% Other 8% 7 / US/�AI�O �KL70/2 ,�I St-WcieMA Florida downs & st. germain Ft. Pierce - Port St. Lucie 62 CC • Hutchinson Island R C C S C A R C H St.Wde Qmd Florida Ft. Pierce • Port St. Lucie • Hutchinson Island Gender 5 2/o o p 1 0 im ■ Male Female 63 downs & st. germain RESEARC H Quarterly Comparisons St.Wcie,. Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 1' downs & st. germain Visitors Direct expenditures Total economic impact Occupancy Room rates RevPAR Room nights TDT collections St.Wde Florida Ft. Pierce - Port St. Lucie • Hutchinson Island Quarterly Comparisons 2781055 3251709 2981007 2931790 $105,544,200 $181,686,600 $126,295,200 $107,036,200 $162,538,100 $279,797,400 $194,494,600 $164,835,800 1/195/560 $520,562,200 $801,665,800 59.8% 76.7% 64.9% 65.0% 66.6% $84.28 $121.20 $87.91 $85.84 $96.15 $50.40 $92.96 $57.05 $55.80 $64.04 265,792 333,484 285,314 288,834 11173,424 $759,075 $1,455,355 $910,200 $798,760 $3,923,390 downs & st. germain 65 16 R R S E A R C H Oct -Dec Jan -Mar Apr -June July -Sept 2016 017 2017 2017 FY 2017 Median age 54 57 51 48 53 Median household $62,500 $78,500 $72,900 $72,200 $72,700 income 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% ® * Includes day trippers and visitors staying with friends and relatives (VFRs) Uirifar�E�ore ,�! St-Wcie ? Urd.-A Florida Ft. Pierce - Port St. Lucie 66 • Hutchinson Island downs & st;Egermain 16 R E S E A R C H Quarterly Comparisons Apr-JuneOct-Dec a Jan -A -V 2016 2017 2017 2017 'MW Rating of St. Lucie 8.6 9.0 9.5 9.4 9.2 County* Likelihood of 94% 92% 95% 95% 94� ° returning Used Visit St. Lucie 7% 4% 4% 5% 5� ° County mobile app Considered other 18% 14% 11% 13% 14% destinations Recalled advertising 18% 11% 8% 15% 13% or promotions Female 43% 52% 56% 58% 52% * 10 point scale �.rifar�E�are ,�! St-Wcie ? Urd.-A Florida Ft. Pierce - Port St. Lucie 67 • Hutchinson Island downs & s�;�germain 16 R E S E A R C H Quarterly Comparisons Paid accommodations VFRS Day trippers Traveled as a couple Traveled as a family Length of stay Visitor spending per day Visitor spending per trip St.Wde Q� Florida Ft. Pierce - Port St. Lucie • Hutchinson Island 42 % 46 % 47% 50 % 47% 27% 21% 22% 23% 23% 31% 33% 31% 27% 30% 37% 43% 34% 33% 39% 34% 35% 44% 31% 26% 6.6 6.9 5.5 5.9 6.3 $254 $297 $264 $220 $258 $1,678 $2,049 $1,452 $1,298 $1,625 downs & st. germain 68 #01 R R S E A R C H Quarterly Comparisons 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% IISW'AfV'Ec�ore St.Wde va Florida downs & st. germain Ft. Pierce - Port St. Lucie 69 f'� R E f''' f C • Hutchinson Island S A R C H Quarterly Comparisons ... . Dec Mar%i,,,. 20116 L 2017 Surrounding 25% 8% Counties New York City 5% 9% Orlando 3% 4% Miami -Ft. 6% 3% Lauderdale Atlanta 3% 2% Philadelphia 2% 2% Pittsburgh 1% 3% Washington 3% 3% DC -Baltimore St.Wde Q� Florida Ft. Pierce - Port St. Lucie 70 • Hutchinson Island 8% 8% 11% 6% 6% 7% 10% 8% 6% 9% 7% 6% 4% 4% 4% 1% 3% 2% 3% 2% 2% 2% 2% 2% downs & st. germain R E S E A R C H Economic Impact of Tourism Study R vri��r��re st.wcie.. Florida Ft. Pierce • Port St. Lucie • Hutchinson Island 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 downs & st. germain