2011 minneapolis – st. paul visitor count and profile kevin hanstad november 2, 2012

2011Minneapolis – St. Paul Visitor

Count and Profile

Kevin Hanstad

November 2, 2012

Minneapolis Visitors

35+ years of age Earn up to $100,000 Half are one adult traveling alone

However, the average traveling party is 1.9 persons Only 15% bring children along

One-half are from Minnesota A quarter are from the bordering states of Wisconsin,

Iowa and the Dakotas

Half are visiting for the day only Eight out of ten travel by automobile for an average of 311 miles one-way 73% make return visits

6.9 visits on average across a three-year period

2

Minneapolis Visitors (Continued)

80% visit for leisure and 20% for business Stay for three nights on average if an overnight trip Spend $80 per person per day

Participate in four key activities Sports (professional, winter and amateur) Shopping Friends and Family Events (weddings, funerals, holidays, reunions and

graduations) Family Entertainment (zoo, aquarium, and amusement / water parks)

3

Visitors to Minneapolis – St. Paul (Millions)

2010 20110

5

10

15

20

25

30

25.326.8

Source: D.K. Shifflet & Associates, Ltd. 4

+ 6.1%

Leisure Visitors to Minneapolis – St. Paul (Millions)

2010 20110

5

10

15

20

25

18.4 19.5

Source: D.K. Shifflet & Associates, Ltd. 5

+ 6.1%

Visitor Spending in Minneapolis – St. Paul (Millions)

2010 2011 $-

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$5,919 $6,524

Source: D.K. Shifflet & Associates, Ltd. 6

+ 10.2%

Leisure Visitor Spending in Minneapolis – St. Paul (Millions)

2010 2011 $-

$1,000

$2,000

$3,000

$4,000

$5,000

$4,024 $4,483

Source: D.K. Shifflet & Associates, Ltd. 7

+ 11.4%

Age of Visitors

18 to 34 35 to 54 55+0%

10%

20%

30%

40%

50%

26%

37% 36%

28%

40%

32%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 8

Average Age of Visitors

Average Age0

10

20

30

40

50 47.646.2

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 9

Generation of Visitors

Millennials GenX Boomers Silent0%

10%

20%

30%

40%

18%

32%34%

16%

20%

31%

35%

13%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 10

Marital Status of Visitors

Married Single Divorced, Widowed, Separated0%

10%

20%

30%

40%

50%

60%

70%

80%

72%

17%

11%

71%

18%

11%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 11

Household Size

One Person Two Persons Three Persons Four Persons Five or More Persons0%

10%

20%

30%

40%

50%

13%

40%

13%

19%

15%

9%

37%

19%20%

16%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 12

Average Size of Household

Average Size of Household0

1

2

3

4

2.9 3.1

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 13

Presence of Children in the Household

Yes No0%

10%

20%

30%

40%

50%

60%

70%

34%

66%

40%

60%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 14

Income of Visitors

< $25K $25-$49K $50-$74K $75-$99K $100-$149K $150-$199K $200K+

-10%

0%

10%

20%

30%

12%

24%

18%20%

18%

5%

2%

13%

21%19%

15%

21%

6%4%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 15

Average Income of Visitors

Average Age $-

$20,000

$40,000

$60,000

$80,000

$100,000

$79,870 $84,312

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 16

Occupation of Visitors

0%

10%

20%

30%

40%

29%

16%

8%

17%

19%

10%

25%

17%

3%

19%

17%

19% MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 17

Education of Visitors

No College Attended College College Degree Post College Degree0%

10%

20%

30%

40%

30%

34%

25%

12%

34%

31%

21%

14%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 18

State of Origin

47%

13%

6%

5%

3%

2%2%

2%2%

2%1%1%1%1% 1%

MinnesotaWisconsinIllinoisIowaNorth DakotaTexasSouth DakotaCaliforniaWashingtonNew YorkColoradoTennesseeMissouriFloridaArizona

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 19

City of Origin

5%

4%

4%

4%

3%

2%

2%

2%

2%2%

2%2% 2% 2%

Minneapolis-St. Paul

Duluth-Superior

Chicago

Rochester-Austin - Mason City

Fargo-Valley City

Mankato

Madison

Milwaukee

New York City

Nashville

Cedar Rapids-Waterloo-Iowa City-Dubuque

Sioux Falls-Mitchell

Seattle-Tacoma

La Crosse-Eau Claire

Des Moines-Ames

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 20

38%

Length of Trip

Day Trip One Night Two Nights Three Nights Four - Seven Nights Eight + Nights0%

10%

20%

30%

40%

50%

46%

17%15%

8%10%

4%

49%

14%12%

8%

12%

5%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 21

Length of Stay

Day Trip One Night Two Nights Three Nights Four - Seven Nights Eight + Nights0%

10%

20%

30%

40%

50%

46%

23%

14%

8% 8%

1%

49%

19%

13%

8%9%

2%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 22

Average Number of Nights on Overnight Trips

Average Number of Nights on Overnight Trips0

1

2

3

4

3.0

3.8

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 23

Type of Accommodations

Hotel B&B, Condo, Etc. Non-Paid Accommodations Other

-10%

0%

10%

20%

30%

40%

50%

60%

52%

10%

36%

2%

59%

2%

38%

1%

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 24

Purpose of Visit

78%

22%

LeisureBusiness

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 25

Purpose of Visit

30%

14%

13%

13%

10%

10%

4%3% 1% 2%

Visit Friends/RelativesOther Leisure / PersonalSpecial Event (Celebration/Reunion)Transient BusinessGetaway WeekendGroup MeetingOvernight VacationDay TripMedical/Health CareAll Other

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 26

Traveling Party

27%

7%

5%

15%

One AdultOne Male and One FemaleTwo Males or Two FemalesThree or More AdultsChildren Present

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 27

46%

1.9 Persons on Average

Number of Visits in Past Three Years

One Visit Two to Three Visits Four to Nine Visits Ten to 19 Visits 20+ Visits0%

10%

20%

30%

40%

27%

29%

22%

15%

8%

MSP

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 28

73% Return Rate

6.9 Visits on Average

Expenditures Per Person Per Day

Total Including Transportation Total Excluding Transportation$0.00

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

$118.40

$79.30

$114.00

$79.30

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Days Based” 29

Primary Activities

0%

10%

20%

30%

40%

50%

41%

34%

26%

21%

18%17%

9%8%

6%

Primary Activities

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 30

Visit

Frie

nds/

Relat

ives

Shopp

ing

Culin

ary/

Dinin

g Exp

erie

nce

Other

Conce

rts, T

heat

re, D

ance

Tour

ing/

Sight

seei

ng

Mov

ies

Holid

ay C

eleb

ratio

n

Mus

eum

s, A

rt Exh

ibits

Night

life

Profe

ssio

nal S

ports

Eve

nt

Them

e/Am

usem

ent/W

ater

Par

ks

Parks

Zoo/

Aquar

ium

Wed

ding

Fest

ival

s/Fa

irs

Beach

/Wat

erfro

nt

Amat

eur S

ports

(Atte

nd/P

artic

ipat

e)

Reuni

on/G

radu

atio

n

Bikin

g

Gambl

ing

Histo

ric S

ites

Wild

life

Viewin

g

Hikin

g

Med

ical

/Hea

lth/D

octo

r Vis

it

Servi

ce/V

olun

teer

ism

/Cha

rity

Fune

ral/M

emor

ial

Snow/W

inte

r Spo

rts

Golfin

g

Real E

stat

e (B

uy/S

ell)

Boatin

g/Sai

ling

Relig

ious

Con

fere

nce

Fish

ing

Wat

er S

ports

Eco/S

usta

inab

le T

rave

l

Win

ery/

Distil

lery

/Bre

wery

Tour

sSpa

0%

5%

10%

15%

20%

25%

30%27%

25%

20%

12%

9%

6% 6%5% 5% 5%

4% 4% 4% 4%3% 3% 3%

2% 2% 2% 2% 2% 2% 2% 2% 2% 2%1% 1% 1% 1% 1% 1% 1% 1% 1% 1%

Series 1Primary Activities

31

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based”

Profe

ssio

nal S

ports

Eve

nt

Wed

ding

Snow/W

inte

r Spo

rts

Fune

ral/M

emor

ial

Zoo/

Aquar

ium

Shopp

ing

Amat

eur S

ports

(Atte

nd/P

artic

ipat

e)

Them

e/Am

usem

ent/W

ater

Par

ks

Holid

ay C

eleb

ratio

n

Reuni

on/G

radu

atio

n

Visit

Frie

nds/

Relat

ives

Conce

rts, T

heat

re, D

ance

Bikin

g

Culin

ary/

Dinin

g Exp

erie

nce

Med

ical

/Hea

lth/D

octo

r Vis

it

Mus

eum

s, A

rt Exh

ibits

Fest

ival

s/Fa

irs

Night

life

Golfin

g

Tour

ing/

Sight

seei

ng

Win

ery/

Distil

lery

/Bre

wery

Tour

s

Gambl

ing

Histo

ric S

ites

0

50

100

150

200

250

300

350

299

178 171

152136

121113 112 110 109 109 105 101

9379 76 75

61 57 52 46 4332

Series 1Primary Activities Indexed to USA

32

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based”

Destination Rating (Ten-Point Scale: 1 = “Poor” and 10 = “Excellent”)

Overall Satisfaction0

1

2

3

4

5

6

7

8

9 8.5

8.3

MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 33

Month Trip Started

Jan

Feb MApril

May

July Au

Sep Oct NoDec

0%

10%

20%

7%6%

7% 7% 7%

11%12%

10%

8%

10%

7%

10%

6%7%

8% 8% 8%

10% 10% 10%

7%8% 8%

10%MSPUSA

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 34

Mode of Transportation

84%

11%

3% 2% 1%

AutoAirBusOtherTrain

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 35

One Way Distance Traveled by Automobile

100 or Less 101 to 200 201 to 300 301 to 500 501 to 700 701 to 1,000 1,001 +0%

10%

20%

30%

40%

36%

23%

14%

10%

3%5%

10%

One- Way

Miles

Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 36

Average = 311 Miles