amelia island third quarter 2019 (july – september) visitor profile · 2019. 11. 11. · research...
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RESEARCH DATA SERVICES, INC. 4520 WEST OAKELLAR AVE #13169
TAMPA, FLORIDA 33611 TEL (813) 254-2975 • FAX (813) 223-2986
Amelia Island Third Quarter 2019 (July – September)
Visitor Profile
Prepared for: Amelia Island Tourist Development Council
Prepared by: Research Data Services, Inc.
Research@ResearchDataLLC.com
November 2019
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
1 © Copyright 2019. | PCD-3 – 11.06.19 | Revised
Fiscal Year (Oct. - Sep.) CY Third Quarter (Jul. - Sep.)
H/M/C/C * Visitor Stats
FY 2018
FY 2019
% Δ ‘18/’19
2018
2019**
% Δ ‘18/’19
Visitors (#) 684,900 692,100 +1.1 184,800 173,500 -6.1
Direct Exp. ($) $508,075,300 $527,517,700 +3.8 $137,121,600 $132,033,500 -3.7 Total Eco. Impact ($) $668,474,700 $694,055,100 (k: 1.3157) $180,410,900 $173,716,500 (k: 1.3157)
* Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** Third Quarter 2019 tourism was significantly impacted by the threat of Hurricane Dorian.
Fiscal Year (Oct. - Sep.) CY Third Quarter (Jul. - Sep.)
Visitor Origins FY 2018 FY 2019 % Δ
‘18/’19
2018 # of
Visitors
2019 # of
Visitors % Δ
‘18/’19
Florida 148,500 149,088 +0.4 41,580 40,946 -1.5
Southeast 271,196 273,153 +0.7 89,074 81,545 -8.5
Northeast 107,429 105,653 -1.7 19,034 17,524 -7.9
Midwest 92,102 96,045 +4.3 19,404 17,177 -11.5
Foreign 35,264 37,834 +7.3 9,240 9,889 +7.0
Opportunity Mkts 30,409 30,327 -0.3 6,468 6,419 -0.8
Total 684,900 692,100 +1.1 184,800 173,500 -6.1
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
$200,000,000
CY Q3 2018 CY Q3 2019
137,121,600 132,033,500
43,289,300 41,683,000
$180,410,900 $173,716,500
CY Q3 Economic Impact
Direct Exp. Indirect/Induced Total Eco. Impact
23.6
47.0
10.1
9.9
5.7 3.7
CY Q3 2019 Visitor Origin Distribution (%)
Florida Southeast Northeast
Midwest Foreign Opp. Mkts
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
2 © Copyright 2019. | PCD-3 – 11.06.19 | Revised
Occupancy and ADR (STR)** July August September
Occupancy 2019 83.8% 64.2% 54.4%
Occupancy 2018 † 86.7 74.6 69.1
∆ % Occ. (‘18/’19) -3.3% -13.9% -21.2%
ADR 2019 $275.88 $221.55 $202.19
ADR 2018 † 265.05 217.11 217.34
∆ % ADR (‘18/’19) +4.1% +2.0% -7.0%
RevPAR 2019 $231.16 $142.22 $110.06
RevPAR 2018 † 229.67 161.95 150.08
∆ % RevPAR (‘18/’19) +0.6% -12.2% -26.7% ** Source: Smith Travel Research; † 2018 Update
0102030405060708090
Jul. Aug. Sep.
86.7
74.669.1
83.8
64.254.4
Occupancy (STR)2018 2019
0
50
100
150
200
250
300
350
Jul. Aug. Sep.
265.1
217.1 217.3
275.9
221.6202.2
Room Rates (STR)2018 2019
%
$
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
3 © Copyright 2019. | PCD-1 – 11.06.19
Third Quarter 2019 Top U.S. Feeder Markets
States of Origin: Primary Markets 2018 2019
1. Georgia 28.5% 26.0%
2. Florida 22.5 23.6
3. South Carolina 5.8 5.3
4. North Carolina 5.1 5.0
5. New York/New Jersey 4.7 4.4
States of Origin: Secondary Markets 2018 2019
6. Tennessee 3.7% 4.3%
7. Virginia/Washington, D.C. 2.7 3.2
8. Texas 2.3 2.9
9. Ohio 3.0 2.6
10. Pennsylvania 2.3 2.5
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
4 © Copyright 2019. | PCD-1 – 11.06.19
Third Quarter 2019 Top U.S. Feeder Markets
DMA’s: Primary Markets 2018 2019
1. Atlanta 18.2% 15.3%
2. Jacksonville 6.9 6.3
3. Greater Orlando Area 6.1 5.9
4. Savannah 3.9 4.2
5. Tampa/St. Petersburg 3.5 3.8
DMA’s: Secondary Markets 2018 2019
6. New York/New Jersey 3.2% 2.9%
7. Charlotte 3.0 2.8
8. Nashville 1.8 2.3
9. West Palm Beach 2.0 2.3
10. Greenville/Spartanburg 2.6 2.2
11. Philadelphia 2.0 2.2
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
5 © Copyright 2019. | PCD-1 – 11.06.19
Visitor Profile Metrics:
Length of Stay (Days) 2018
n = 656 2019
n = 604
In Amelia Island 4.3 days 4.2 days
Party Size 2018 2019
Number of People 3.1 people 3.1 people
Travel Party Composition (Multiple Response) 2018 2019
Couple 46.1% 45.7% Family 38.3 40.2 Extended Family 5.0 8.0 Group of Friends 7.1 5.2 Single 5.9 4.5
Have Children or Young Adults In Immediate Travel Party 2018 2019
% Yes 33.3% 36.0%
Transportation Mode (Multiple Response) (Percentaged to the Base of All Respondents) 2018 2019
Personal Car/RV 76.6% 74.5% Plane 22.1 24.4 Rental Car 16.9 18.3
Airport Deplaned (Base: Flew) 2018 2019
Jacksonville International 79.5% 82.4% Orlando International/Sanford 13.2 10.8
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
6 © Copyright 2019. | PCD-1 – 11.06.19
Purpose of Trip (Multiple Response) 2018 2019
Vacation 65.3% 61.8% A Getaway 20.4 21.8 Business/Conference/Meeting 13.1 11.7 Visit with Friends/Relatives 6.4 8.8 Special Event/Festival 6.8 8.1 Wedding/Honeymoon 4.3 4.7 Guy/Girls Trip -- 4.1
First Visit to (% yes) 2018 2019
Amelia Island 46.4% 43.9% Florida 3.5 4.7
0
10
20
30
40
50
Q3 2018 Q3 2019
3.5 4.7
42.9 39.2
46.443.9
%
First Visit to Amelia Island (% Yes)
New Market Share Gain from Florida TOTAL
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
7 © Copyright 2019. | PCD-1 – 11.06.19
Other Southeast Areas Considered for this Trip (Open Ended Multiple Response) 2018 2019
Considered Only Amelia Island 45.4% 49.8% St. Augustine/Ponte Vedra 28.5 22.3 Savannah 18.9 20.6 Jekyll Island 16.4 20.0 Hilton Head 18.1 17.3 Jacksonville Area 15.3 13.3 Orlando 11.8 10.6
Myrtle Beach -- 6.4
Charleston -- 5.9
0
5
10
15
20
25
30
St. Augustine Savannah Jekyll Island Hilton Head
28.5
18.916.4
18.1
22.320.6 20.0
17.3
Other Areas Considered (Top Four)
Q3 2018 Q3 2019
%
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
8 © Copyright 2019. | PCD-1 – 11.06.19
Why Chose Amelia Island (Multiple Response) 2018 2019
Beach 56.5% 59.3% Hotel/Accommodations 32.8 31.1 Appealing Brochures/Websites 29.8 29.1 Family Oriented Area 22.5 26.0 Never Been/Try Something New 26.9 24.9 Nature/Environment 23.3 22.2 Love/Like the Area 18.8 20.5 Convenient Location 22.1 19.9 Previous Experience 16.7 18.8 History 17.6 18.6 Attractions 17.6 16.6 Recommendation 18.3 17.3 Weather 21.2 16.8 Business/Meeting 10.7 10.5 Visiting with Friends/Family 6.5 8.1
Event 8.2 7.1
0
10
20
30
40
50
60
Beach Hotel Brochure/Website Family Oriented
56.5
32.8 29.8
22.5
59.3
31.1 29.126.0
Why Choose Amelia Island (Top Four)
Q3 2018 Q3 2019%
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
9 © Copyright 2019. | PCD-1 – 11.06.19
Travel Planning Window 2018 2019
How Far in Advance Start Planning Trip 43.3 days 43.9 days How Far in Advance Book Reservations 36.7 days 35.1 days
Information Most Helpful to Visit (Multiple Response) 2018 2019
Internet 76.7% 77.6% Hotel/Accommodations 29.3 30.0 Recommendation 31.9 27.4 Previous Visit 22.4 26.7 Maps 18.7 16.4 Mobile App -- 16.1
Tourism Bureau -- 12.4
Family 7.9 8.9 Print Media 8.7 8.5 Special Event 7.1 6.6 Social Media -- 5.1
Business/Conference/Meeting 5.9 4.7
Satisfaction with Amelia Island 2018 2019
Very Satisfied 88.4% 86.2% Satisfied 10.5 10.2 Satisfaction Level (Combined) 98.9% 96.4%
Recommend Amelia Island to Friends/Relatives 2018 2019
% Yes 96.3% 97.4%
Plan to Return (% Yes) 2018 2019
To Local Area 92.3% 92.8%
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
10 © Copyright 2019. | PCD-1 – 11.06.19
Demographics 2018 2019
Average Age Head of Household (years) 49.4 50.5 Median Annual Household Income $140,261 $140,700
Seen/Read/Heard Amelia Island Information 2018 2019
% Yes 46.5% 42.9%
Influenced by Amelia Island Information 2018 2019
(Base: Respondents Reporting Seen/Heard/Read) 48.2% 53.0%
Avg. Party Budget Breakdown 2018 2019
Accommodations $1,044 $1,020 Restaurant Food/Beverage 500 558 Retail Purchases 258 245 Other Entertainment 126 134 Admissions to Attractions 90 108 Grocery Store 92 101 Miscellaneous 189 193
Amelia Island Base Budget 2018 2019
Total $2,299 $2,359 Per Person/Stay 742 761 Per Person/Day 172 181
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
11 © Copyright 2019. | PCD-1 – 11.06.19
Activities Enjoyed (Multiple Response) 2018 2019
Dining Out 82.9% 84.2% Beach 82.4 78.7 Relaxing 73.2 71.8 Historic Downtown 63.8 66.5 Shopping 58.8 53.7 Sight Seeing 40.6 37.0 State Park 30.2 35.4 Shelling 37.6 34.1 Reading 36.3 33.4 Attractions -- 25.9
Wildlife/Nature/Bird Watching 20.0 25.5 Swimming 26.3 25.4
Bars/Nightlife 21.2 20.6 Antiquing 17.6 18.8 Art Galleries 18.8 15.6 Exercising/Wellness 12.9 14.3 Biking -- 13.4
Visiting with Friends/Relatives 9.1 12.7 Farmers Market 9.4 11.8 Boating/Watercraft -- 11.7
Fishing 7.1 7.8 Water Cruise 10.7 7.3 Festivals -- 6.6
Golfing 5.0 4.5
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
12 © Copyright 2019. | PCD-1 – 11.06.19
Attributes that Describe Amelia Island Well 2018 2019
Safe Destination 89.7% 91.1% Clean Environment 86.9 83.3 Beautiful Beaches 84.4 81.6 Good Food and Restaurants 76.9 79.1 Family Friendly 70.4 75.1 Upscale Accommodations 67.2 71.5 Historic Downtown 64.7 68.4 Complete Relaxation 68.4 63.0 A Romantic Place 62.7 57.3 Good Value for the Money 56.3 54.8 Activities for All Ages 53.2 47.4 State Parks 36.4 38.6 Art Galleries 16.5 15.1 Good Fishing 7.5 10.0 Good Water Sports 9.4 7.6 Good Golfing 8.2 5.5
0 50 100
Family Friendly
Food/Restaurants
Beautiful Beaches
Clean Environment
Safe Destination
70.4
76.9
84.4
86.9
89.7
75.1
79.1
81.6
83.3
91.1
Attributes that Describe Amelia Island Well (Top Five)
Q3 2019 Q3 2018
%
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
13 © Copyright 2019. | PCD-1 – 11.06.19
Amelia Island Assets
• Overall, survey respondents who visited Amelia Island’s beaches in the third quarter of 2019
rate them 4.73 (on a five point scale where five is excellent), with seven out of ten (76.1%) giving
the destination’s beaches a score of five (excellent).
• Specifically in terms of cleanliness, the beaches rate 4.83 on the same scale, with 82.7% giving a
five (excellent) rating.
• Respondents who visited historic downtown Fernandina Beach say that they frequent the
downtown area an average of 3.1 times during their stay.
• Afternoons are the preferred time to visit historic downtown Fernandina Beach with
respondents citing the following visit times (multiple response):
o Morning 38.7%
o Afternoon 72.3%
o Evening 67.7%
• The following amenities draw visitors to historic downtown Fernandina Beach (multiple response):
o Dining 92.2%
o Shopping 82.6%
o Sight seeing 71.0%
o Amelia Island History Museum 15.4%
o Nightlife 14.3%
o River cruise 13.6%
o Antique shops 12.3%
o Art galleries 11.5%
o Events 5.2%
• Many respondents could not think of anything else that they would like to see downtown.
Others took the opportunity to mention things that they like about the downtown area now
including:
o Benches
o Bicycle friendliness
o Cleanliness
o Flowers (baskets and pots)
o Fountains
o Handicapped accessibility
o Horse and buggy tours
o Outdoor restaurants
o Pet friendliness
o Restaurants
o River cruises
o Shade
o Stress free parking
o Sunsets
o Walkability
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
14 © Copyright 2019. | PCD-1 – 11.06.19
• Suggestions from respondents for additions to the downtown area include:
o A downtown app
o Bicycle rickshaws
o Bike paths and racks
o Bike rentals
o Camping supply store
o Directional signage for attractions/water cruise
o Drugstore
o Environmentally conscious/green/nature shops
o Extended evening hours
o Finish the marina
o Food trucks or drink stands
o Hair/nail salon
o Horse drawn carriages
o Kid friendly stores
o Library open at night with coffee bar inside
o Live music
o More bars with music/happy hours
o More benches
o More coffee shops/Starbucks
o More nightlife
o More outdoor dining options
o More parking
o More seafood restaurants
o More shade
o More shops on Centre Street
o Park/children’s play areas with interactive water features/play fountains
o Petting zoo/duck pond
o Picnic areas for take-out
o Pirate themed shops/statues/kids’ playground with a pirate ship
o Posted maps of shops/restaurants off Centre Street
o Self-guided walking tour
o Shuttle buses from hotels/beach
o Water bottle fill-ups
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