MINNEAPOLIS – ST. PAUL VISITOR COUNTS AND PROFILE

Kevin Hanstad

September 14, 2015

Three out of Four were from Minnesota, Wisconsin, Iowa or the Dakotas

50% were “Daytrippers”

Those that did Stay Overnight Stayed 2.3 Nights

70% Leisure and 30% Business

Spent $77 per Person per Day

Key Activities: Sports, Family Events, Shopping and “Social Consciousness” (Eco-Travel, Volunteerism and Religious Conferences)

SUMMARY31 Million People Visited

Minneapolis-St. Paul in 2014 and Spent $7.4 Billion

Average Age: 46Average Income: $95,000Average Number of Times

Visited: 3

2

MINNEAPOLIS-ST. PAUL VISITORS (MILLIONS)

2010 2011 2012 2013 2014

25.326.8 27.9

29.430.9

3

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

4

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

MINNEAPOLIS-ST. PAUL VISITOR SPENDING (BILLIONS)

2010 2011 2012 2013 2014

$5.9 $6.5

$6.9 $7.1 $7.4

MINNEAPOLIS-ST. PAUL LEISURE VISITORS (MILLIONS)

2010 2011 2012 2013 2014

18.419.5

20.321.7 22.3

5

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

6

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

MINNEAPOLIS-ST. PAUL LEISURE VISITOR SPENDING (BILLIONS)

2010 2011 2012 2013 2014

$4.0

$4.5 $4.7

$5.0 $5.1

MEET MINNEPAOLIS GOAL:36.8 MILLIONVISITORS IN 2017

2010 2011 2012 2013 2014 2015 2016 2017

25.326.8

27.929.4

30.932.9

34.836.8

7

Sources: D.K. Shifflet & Associates, Ltd. 2010-2014 Meet Minneapolis 2015-2017

Male55%

Female45%

8

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,512

GENDER

55+

35 to 54

18 to 34

28%

40%

32%AGE

9

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,512

Average Age46

Silent/GI (70 and Older)

Boomers (51 to 69)

GenX (35 to 50)

Millennials (34 and Younger)

8%

30%

34%

28%GENERATION

10

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,512

Silent/GI (70 and Older)

Boomers (51 to 69)

GenX (35 to 50)

Millennials (34 and Younger)

$334

$346

$414

$300 SPENDING

BYGENERATION

11

Source: D.K. Shifflet & Associates, Ltd. 2012 - 2014Stays Based, n = 4,498

AverageLodging

F&B ShoppingEntertainment

Other

$77.00

$37.10

$28.60

$18.30

$9.20

$2.30

12

EXPENDITURES PER PERSON

PER DAY

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Days Based, n = 1,448Excluding Transportation

$150K+

$100K to $149,999

$75K to $99,999

$50K to $74,999

< $50K

17%

20%

19%

15%

29%HOUSEHOLD INCOME

13

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,512

Average Income$95,754

White Black Hispanic Asian Other/Mixed

91%

5% 3% 2% 1%

14

ETHNICITY

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,504Multiple Responses

Heterosexual 0.96

GLBT 0.02

Prefer to Not Answer 0.02

SEXUAL ORIENTATION

15

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,512

MN 45%

WI 15%

IA 7%

SD 6%

ND 5%

IL 3%

NE 2%

NH 2%

CA 2%

FL 1%

OK 1%

MO 1%

Other 10%

16

STATE OF ORIGIN

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,509

17

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,509

STATE OF ORIGIN

Three-Quarters of Visitors are

from the Five State Area

MSP 39%

Sioux Falls 6%Fargo 5%Des Moines 5%

Madison 5%

Duluth 3%

La Crosse

3%

Chicago 3%

Rochester 2%

Boston 2%

Green Bay 2%

Mil-waukee

2%

Other 23%

18

CITY OF ORIGIN

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,506

Auto 90%

Air 7% Bus 2% Train 1%

19

TRANSPORTATION TO MSP

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,512

274 Miles One Way on Average

One Adult 55%One Male + One

Female 23%

Two Males or

Two Females 7%

Three+

Adults

4%

Children Present 11%

20

TRAVELING PARTY

Source: D.K. Shifflet & Associates, Ltd. 2014Stays Based, n = 1,512

1.7 Persons on Average

Business 0.29

Leisure 0.71

PURPOSE OF STAY

21

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,512

Visit Friends/Relatives

0.37

Other 0.22

Vacation 0.2

Celebration/ Reunion

0.18

Medical 0.03

PURPOSE OF LEISURE

STAY

22

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 1,074

4+ Nights

3 Nights

Two Nights

One Night

Day Trip

8%

6%

14%

22%

50%LENGTH OF STAY

23

Source: D.K. Shifflet & Associates, Ltd. 2014Stays Based, n = 1,512

Average Among Overnight Visitors:

2.3 Nights

Hotel 0.61

Paid Non

Hotel 0.04

Non-Paid 0.34

ACCOMMODATIONS

24

Source: D.K. Shifflet & Associates, Ltd. 2014Person-Stays Based, n = 969

Other 1%

VF

RB

usi

nes

sS

ho

pp

ing

Cu

linar

y E

xper

ien

ceP

arks

Co

nce

rts,

Th

eate

r, D

ance

Fes

tiva

ls/F

airs

Nig

htl

ife

Per

son

al C

eleb

rati

on

s (O

t...

Am

ateu

r S

po

rts

Ho

liday

Cel

ebra

tio

ns

Mo

vies

Sig

hts

eein

gB

each

Gam

blin

g

His

tori

c S

ites

Med

ical

Vis

it

Mu

seu

ms,

Art

Exh

ibit

s

Pro

fess

ion

al S

po

rts

Am

use

men

t/W

ater

Par

ksW

edd

ing

Bik

ing

Go

lfin

g

Rel

igio

us

Co

nfe

ren

ce

Reu

nio

n/G

rad

uat

ion

Vo

lun

teer

ism

Zo

o/A

qu

ariu

m

Bo

atin

g/S

ailin

gC

amp

ing

Eco

Tra

vel

Fis

hin

gF

un

eral

Hik

ing

Hu

nti

ng

Au

to/B

oat

/Ho

me

Sh

ow

Win

ter

Sp

ort

s

Wat

er S

po

rts

Win

ery/

Dis

tille

ry/B

rew

ery

Oth

er

27%

26%

22%

19%

6%

5%5%5%5%

4%4%4%4%

3%3%3%3%3%3%3%3%

2%2%2%2%2%2%

1%1%1%1%1%1%1%1%1%1%1%

3%

25

ACTIVITY PARTICIPATION

Source: D.K. Shifflet & Associates, Ltd. 2014Stays Based, n = 1,512

238

171

161

146141

135135129

120

11010810610510410299 97 95

88 87 87 87 8582

79 78 76

6259 57

5451 51

4643

38 36 36 34 3228 26

15

7

26

ACTIVITY PARTICIPATION

INDEXED TO TOTAL U.S.

Source: D.K. Shifflet & Associates, Ltd. 2014Stays Based, n = 1,512

20+

Ten to 19

Four to Nine

Two to Three

One

14%

16%

23%

18%

29%NUMBER OF VISITS IN

PAST THREE YEARS

27

Source: D.K. Shifflet & Associates, Ltd. 2014Person Stays Based, n = 969

Average: 9.2

71% Repeat Rate