Amelia Island Third Quarter 2019 (July – September) Visitor Profile · 2019. 11. 11. · RESEARCH DATA SERVICES, INC. 4520 WEST OAKELLAR AVE #13169 TAMPA, FLORIDA 33611 TEL (813)

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.

[email protected]

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


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

%

$


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


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


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


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


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

%


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%


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%


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


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


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

%


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


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

Documents

Amelia Island Third Quarter 2019 (July – September) Visitor Profile · 2019. 11. 11. · RESEARCH DATA SERVICES, INC. 4520 WEST OAKELLAR AVE #13169 TAMPA, FLORIDA 33611 TEL (813)