Research prepared for Visit St. Petersburg/Clearwater by Destination Analysts, Inc.

Visit St. Petersburg/Clearwater

VISITOR PROFILE STUDY

Report of FindingsMay 2018

TABLE OF CONTENTS

Overview & Methodology

Point of Origin & Demographic Profile

Top 10 Visitor Insights

Visitor Trip Details

Travel Planning and Satisfaction Metrics

3

6

9

10

22

Page 3

OVERVIEW & METHODOLOGY

This report presents interim monthly findings of a comprehensive visitor profile

development study conducted by Destination Analysts, Inc. on behalf of Visit St.

Petersburg/Clearwater. The data presented here comes from an in-person intercept

survey of St. Pete/Clearwater area visitors at locations throughout the destination. To be

considered a visitor respondents had to reside outside of Pinellas County. This

preliminary report presents the top-line survey data collected from these surveys in

Note that data presented in this interim report is unweighted. Once more data has been

collected, we will develop appropriate weighting techniques so the final statistics

emerging from the project will accurately reflect the overall population of St.

Pete/Clearwater area visitors.

In total, completed surveys from Pinellas County visitors were collected.

May 2018.

424

Page 4

RESEARCH OBJECTIVES

The overarching goal of this survey-based research is to create in-depth profiles of

Pinellas County visitors, including:

• Detailed trip characteristics (i.e. tripographic information like the reason for visiting

the area, length of stay, place of stay, etc.)

• Travel party composition

• Activities & attractions visited in the St. Petersburg/Clearwater area

• Evaluation of St. Petersburg/Clearwater brand attributes

• Detailed visitor spending estimates

• Travel planning resources used by St. Petersburg/Clearwater area visitors

• Visitor satisfaction

• Visitor demographics

Destination Analysts’ surveyor interviewing a visitor in May 2018.

Page 5

VISITOR INTERCEPT OVERVIEW

Destination Analysts’ survey team worked at locations around the St. Petersburg/Clearwater area to

randomly select and interview visitors. The questionnaire was administered to persons residing outside

Pinellas County at the following locations and events:

▪ Beach Drive

▪ Clearwater Beach

▪ Clearwater Marine Aquarium

▪ John's Pass Village & Boardwalk

▪ Seminole City Center

▪ Shephard’s Resort

▪ St. Petersburg-Clearwater International Airport

▪ St. Petersburg Saturday Morning Market

▪ Straub Park

▪ Sundial St. Pete

▪ The Dali Museum

▪ Wyndham Grand Clearwater Beach Photo taken at Sunken Gardens in St. Petersburg

Page 6

POINT OF ORIGIN

& DEMOGRAPHIC PROFILE

Page 7

Chart: Country of Origin Chart: State of Origin

Question: In what country do you reside? Base: All Respondents.

Question: What is your zip/postal code? Base: Domestic respondents.

Point Of Origin

Question: What is your zip/postal code? Base: Domestic respondents.

Chart: MSA of Origin

0.9%

1.6%

2.4%

6.6%

88.5%

0% 20% 40% 60% 80% 100%

Other

Germany

United Kingdom

Canada

United States

2.5%

2.8%

2.8%

3.0%

3.0%

3.3%

3.9%

4.1%

5.0%

5.0%

5.2%

6.1%

8.0%

21.5%

0% 10% 20% 30% 40%

Minnesota

Missouri

North Carolina

Massachusetts

Texas

Tennessee

Michigan

Wisconsin

Indiana

Pennsylvania

New York

Ohio

Illinois

Florida

425 responses. 362 responses.

1.3%

1.3%

1.7%

1.7%

2.0%

2.0%

2.0%

2.0%

2.0%

2.3%

2.3%

3.0%

3.0%

3.7%

4.7%

8.3%

0% 10%

Knoxville, TN

Washington, DC-MD-VA

Denver-Boulder, CO

Atlanta,GA

Minneapolis-St. Paul, MN-WI

Milwaukee, WI

Pittsburgh, PA

Lakeland-Winter Haven, FL

Detroit, MI

Boston, MA

Indianapolis, IN

Sarasota-Bradenton, FL

Chicago, IL

St. Louis, MO-IL

Orlando, FL

Tampa, FL

301 responses.

Page 8

The following presents the demographic profile for all respondents surveyed in

Female –Male –

Married/partnered –

Has children under 18 –

Demographic Profile

Heterosexual –LGBTQ –

May 2018.

53.1Mean age –

$83,511Mean household income –

86.1%

4.6%

3.1%

2.2%

EthnicityCaucasian – _____

Latino/Hispanic – ____Black/African-American – ____

Asian/Pacific Islander – ____

48.5%

51.5%

69.7%10.3%

85.9%4.1%

Page 9

TOP 10 VISITOR INSIGHTS

MAY 2018

1. In May 2018, the top domestic visitor markets represented were Tampa, FL (8.3%), Orlando, FL (4.7%), and St. Louis, MD-IL (3.7%).

2. In total, 11.5 percent of survey respondents were international residents, with Canada (6.6%) being the top international market.

3. Just under nine in ten domestic survey respondents were out-of-state residents (78.5%).

4. One-in-five visitors (27.5%) were in the St. Petersburg/Clearwater area for the first time (vs. 28.3% in May 2017).

5. The typical travel party included 2.7 people. In total, 11.1 percent of travel groups surveyed included children under 18.

6. On average, May 2018 visitors stayed 5.5 days in the St. Pete/Clearwater area (vs. 5.6 in May 2017), spending an average of $114.57

per person, per day (vs. $160.90 in May 2017).

7. A majority of visitors arrived in the area by car, using either a personal automobile (45.8%) or rental car (30.4%). Of the visitors who

arrived into the area by airplane, 45.2 percent flew into the St. Petersburg-Clearwater International Airport, while 40.4 percent flew

into Tampa.

8. Nearly all visitors surveyed (98.3%) said they were “satisfied” (10.0%) or “very satisfied” (88.3%) with their experience in the St.

Pete/Clearwater area. Respondents rated their likelihood to recommend the area to other travelers an average of 9.6 out of 10.

9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.3 out of 10.

10. In total, 28.1 percent of May 2018 visitors surveyed recalled reading, seeing or hearing paid or earned media for the St.

Pete/Clearwater area in the past six months.

Page 10

VISITOR TRIP DETAILS

Page 11

Chart: Type of Lodging

Lodging Type / Daily Spending In-Market

Question: Where are you staying overnight on this trip to the St. Pete/Clearwater area? (Select one) Base: All Respondents.

Chart: Per Day Travel Party Spending

Question: Approximately how much will you spend on each of the following while in the St. Petersburg/Clearwater area? Base: All Respondents.

13.7%

0.5%

0.0%

0.5%

0.2%

5.2%

14.6%

1.2%

15.3%

1.4%

5.7%

4.7%

37.0%

0% 20% 40%

Regional Resident on a Day Trip

Just passing through

Other lodging outside SPC

RV/Trailer park in SPC

Campground in SPC

Private residence outside SPC

Private residence in SPC

Condo/vacation home outside SPC

Condo/vacation home in SPC

Home share rental outside SPC

Home share rental in SPC

Hotel, resort or motel outside of SPC

Hotel, resort or motel in SPC

424 responses.

$11.81

$7.78

$8.73

$22.63

$45.44

$78.80

$101.80

$0 $50 $100 $150

Other

Car rental (in area only)

Gas, parking and local transportation

Other Entertainment & sightseeing

Retail store purchases

Restaurants (including in your hotel)

Hotel/motel/inn/lodging (per night,before tax)

Mean Travel Party Spending =_________

Avg # of People Covered by Spending = ____

Mean Spending per Person = _______

$277.00

2.42

$114.57

389 responses.

May ‘17 Mean Spending per Person = $160.90

Page 12

22.5%

4.7%

7.7%

10.6%

14.6%

6.9%

14.9%

5.0%

0.0%

16.1%

0% 10% 20% 30% 40%

1

2

3

4

5

6

7

8

9

10 or more

Chart: Days in Market Chart: Nights in Market

Question: How many total days and nights did you, or will you, stay in the St. Petersburg/Clearwater area on this trip?Base: All Respondents.

Question: How many total days and nights did you, or will you, stay in the St. Petersburg/Clearwater area on this trip? Base: All Respondents.

Days & Nights in St. Pete/Clearwater

Mean Days(< 30) = ___

Mean Days (> 30) = ___

5.5

8.1

404 responses. 404 responses.

25.2%

3.2%

6.2%

9.7%

12.6%

9.2%

8.9%

11.6%

0.5%

1.0%

13.4%

0% 10% 20% 30% 40%

0

1

2

3

4

5

6

7

8

9

More than 10

Mean Nights (< 30) = ___

Mean Nights (> 30) = ___

4.6

7.2

May ‘17 MeanDays = 5.6

Page 13

Chart: Other Destinations Visited on St. Pete/Clearwater Trip

Question: Which of these other destinations did you visit while on this trip? (Show list. Select all that apply) Base: All Respondents.

Primary Reason for Visit / Other Destinations Visited

Chart: Primary Reason for Visit

Question: What is your primary reason for visiting the St. Pete/Clearwater Area? (Select one)Base: All Respondents. 418 responses.

0.5%

0.7%

1.0%

1.2%

1.9%

1.9%

2.9%

4.3%

11.2%

19.1%

55.3%

0% 20% 40% 60%

Honeymoon

On or pre/post a cruise

Wedding

Attend sports event/tournament

Conference/tradeshow

Business

Other personal reasons

Weekend getaway

Attend special event

Visit friends or family in the area

Vacation

59.4%

0.0%

0.2%

0.5%

0.5%

0.5%

0.5%

0.7%

0.7%

0.9%

0.9%

1.4%

1.4%

2.1%

3.5%

6.6%

9.4%

19.8%

0% 20% 40% 60% 80%

NONE—SPC was my only destination

Panhandle

Ocala/Gainesville

Sebring

Tallahassee

Jax/St. Augustine

Ft. Lauderdale/Palm Beach

Everglades

Kennedy/Space Coast/Cocoa/Melbourne

Crystal River

Florida Keys

Miami

Daytona

Lakeland/Winter Haven

Ft. Myers/SW Florida

Sarasota Area

Orlando/Disney

Tampa

424 responses.

Page 14

0.2%

0.0%

0.0%

0.2%

0.7%

1.2%

2.8%

20.0%

36.6%

38.7%

0.0%

0.0%

0.0%

0.2%

0.7%

3.8%

5.9%

30.4%

45.8%

64.2%

0% 20% 40% 60% 80%

Other

Train

Public bus

RV

Tour bus

Taxi or limo

Rideshare (Uber, Lyft, etc.)

Rental vehicle

Personal vehicle

Airline

Arrival Departure

Chart: Method of Arrival and Departure Charts: Airport of Arrival and Airline Used

Question: How did you arrive into the St. Pete/Clearwater area and how will you leave? (Select all that apply) Base: All Respondents.

Question: At which airport did you arrive into the area? Which airline did you use?Base: Respondents who arrived by Airline.

Method of Arrival & Departure / Arrival Airport & Airline

424 responses.

0.0%

0.4%

0.7%

1.8%

2.2%

8.1%

40.4%

45.2%

0% 50%

Palm Beach Int’l.

Ft. Lauderdale Int’l.

Miami Int’l.

Sanford Int’l

SW Fl Int’l. (Ft. Myers)

Orlando Int’l.

Tampa Int’l.

St. Pete-Clearwater Int’l

272 responses.

10.3%

0.0%

0.4%

2.6%

3.9%

5.6%

10.3%

14.6%

52.4%

0% 50% 100%

Other

Sun Country

Alaska Airlines

United

Jet Blue

American Airlines

Delta Airlines

Southwest

Allegiant

Page 15

Chart: Transportation Used In-MarketChart: Rental Vehicle Pick-Up City

Question: Which modes of transportation did you, or will you, use while in the St. Petersburg/ Clearwater area? (Select all that apply) Base: All Respondents.

Question: In which city did you rent your rental vehicle? (Select one) Base: Respondents who arrived in the area by rental car.

Rental Vehicle Pick-Up City / Transportation Used In-Market

0.6%

1.2%

1.8%

1.8%

1.8%

12.1%

32.1%

48.5%

0% 20% 40% 60%

Fort Lauderdale

Outside of Florida

Sanford

Ft. Myers

Miami

Orlando

St. Petersburg/ Clearwater area

Tampa

165 responses.

0.0%

0.0%

0.7%

1.2%

1.4%

1.7%

2.2%

5.3%

13.5%

39.7%

50.7%

0% 20% 40% 60%

RV

Motorcycle

Bicycle

Boat

Tour bus

Taxi or limo

Free Beach Rides

Public bus

Uber, Lyft, etc.

Rental vehicle

Personal vehicle

416 responses.

Page 16

Chart: Travel Party Composition Chart: Travel Party Size

Question: Which best describes your travel group on this trip? Are you…? (Select all that apply)Base: All Respondents.

Question: How many people of each type are in your immediate travel party, including yourself? Base: All Respondents.

Travel Party Composition / Travel Party Size

0.9%

0.0%

10.2%

1.9%

0.7%

27.9%

64.5%

10.4%

0% 20% 40% 60% 80%

Business Associates

Tour Group

Group of Friends

Group of Couples

Extended Family

Immediate Family

Couple

Solo

423 responses.

 Mean

Male adults (18 yrs. +) 1.11

Female adults (18 yrs. +) 1.39

Male children (0 to 17 yrs.) 0.06

Female children (0 to 17 yrs.) 0.11

Average Travel Party Size 2.7

Percent with children in party 11.1%

424 responses.

Page 17

0.5%

0.5%

0.7%

0.7%

1.0%

1.7%

2.0%

2.2%

2.9%

3.4%

3.9%

3.9%

5.1%

5.4%

5.9%

7.6%

8.3%

8.6%

8.8%

11.5%

16.9%

18.9%

19.6%

26.0%

26.2%

32.1%

48.3%

0% 20% 40% 60%

Lifelong desire to visit

Breweries/Distilleries/Craft beer scene

The St.Pete/Clearwater area is romantic

Golf

Advertisements for the area

The St.Pete/Clearwater area is family-friendly

The area’s unique culture

Fishing opportunities

Sports or sporting events

Easy to get to

Good hotel rate

Special event(s) and/or festival(s)

Good deal on airfare

Scenic beauty

Outdoor recreational opportunities

Articles, features, reviews, etc. about the area

Appealing hotels/resorts and other lodging options

Shopping opportunities

A specific attraction

Restaurants, cuisine, food scene

Attractions in the area

Recommendation from people I know

Arts & cultural offerings

Friends or family in the area

Overall ambiance & atmosphere

Weather

Beaches that suit my tastes

Question: Which of the following were IMPORTANT to your decision to take this trip to St. Petersburg/Clearwater area? (Select all that apply) Base: All Respondents.

Important Factors to Destination Decision / Trip Activities

Chart: Important to Decision to Visit Chart: Trip Activities

Question: Which of these activities did you, or will you, participate in while in the St. Pete/Clearwater area? (Select all that apply) Base: All Respondents.

408 responses.

0.2%

0.7%

1.2%

1.7%

1.9%

2.1%

2.4%

2.4%

2.4%

3.5%

3.8%

4.0%

4.7%

5.2%

6.6%

7.5%

13.2%

14.2%

25.7%

27.8%

28.3%

31.1%

63.2%

73.3%

89.9%

0% 20% 40% 60% 80% 100%

Sailing

Paddle boarding

Parasailing

Jet skiing

Take a dining cruise

Kayaking/Canoeing

Baseball Spring Training

Bird watching

Golf

Biking

Attend or participate in a sporting event

Visit breweries and/or distilleries

Photography

Fishing

Shelling

Guided tour

Attend a festival or special event

Other boating

Visit friends or family

Bars/Nightlife

Visit museums

Swimming

Shopping

Visit the beach

Dining in restaurants

424 responses.

Page 18

Chart: First Time Visitors to Florida Chart: Previous Visitation to the St. Pete/Clearwater Area

Question: Is this your first visit to Florida?Base: All Respondents.

Question: Prior to this visit, how many times have you been to the St. Petersburg/Clearwater area? Base: All Respondents.

First-Time Visit to Florida / Previous Visitation to St. Pete/Clearwater

422 responses.

First-time Visitors, 27.5%

1-10 Previous Visits , 50.5%

11-20 Previous Visits , 7.1%

More than 20

visits, 14.9%

7.6

Mean # of Past Trips

=____

422 responses.

Yes, 3.6%

No, 96.4%

Page 19

Attractions Visited / Communities Visited

Question: Which of these attractions did you (or will you) visit while on this trip? (Select all that apply) Base: All Respondents.

Question: Which of the following communities in the St. Pete/Clearwater area did you visit? (Show list. Select all that apply) Base: All Respondents.

Chart: Communities VisitedChart: Attractions Visited

45.3%

13.7%

0.0%

0.0%

0.2%

0.2%

1.4%

1.4%

2.2%

2.4%

2.7%

3.9%

4.3%

5.8%

5.8%

8.0%

13.0%

20.7%

0% 20% 40% 60%

NONE OF THESE

Other

Kennedy Space Center

Adventure Island

Weedon Island Preserve

Brooker Creek Preserve

Heritage Village

Caladesi Island

Florida Aquarium in Tampa

Florida Botanical Gardens

Tampa Bay Rays Game/Tropicana Field

Ft. Desoto Park

Sunken Gardens

Busch Gardens

Tarpon Springs

Orlando Area Theme Parks

Clearwater Marine Aquarium

Dali Art Museum

415 responses.

1.2%

1.2%

1.9%

2.1%

2.6%

3.8%

4.2%

5.9%

6.4%

6.8%

7.8%

8.0%

8.5%

12.7%

19.3%

38.7%

42.2%

45.3%

46.5%

0% 20% 40% 60%

Oldsmar

Safety Harbor

Tierra Verde

Palm Harbor

Pinellas Park

Seminole

Gulfport

North Redington Beach/Redington Shores

Dunedin

Tarpon Springs

Largo

Pass-A-Grille Beach

Clearwater

Indian Shores & Indian Rocks Beach

St. Pete Beach

Treasure Island

Clearwater Beach

Madeira Beach

St. Petersburg

424 responses.

Page 20

Chart: Most Liked Aspects of St. Pete/Clearwater (Unaided) Chart: Feelings in St. Pete/Clearwater Area (Unaided)

Question: What do you like most about the St. Petersburg/Clearwater area?Base: All Respondents.

Question: What one word or phrase best describes how you feel in the St. Petersburg/Clearwater area? Base: Respondents.

Most Liked Aspect / Feelings in St. Pete-Clearwater

2.2%

2.2%

2.4%

4.4%

4.6%

6.1%

10.2%

10.7%

11.5%

12.9%

13.2%

14.4%

14.6%

29.3%

60.5%

0% 20% 40% 60% 80%

Family Friendly

Great Location / Easy to get to

Safe

Shopping

Clean

Accessible / Convenient / Walkable

Friendly People

Entertainment / Variety of Fun Activities

Scenic Beauty

Everything

Food / Restaurants & Bars

Attractions (Museums, Aquarium, etc.)

Relaxing Atmosphere / Ambiance

Tropical Climate / Warm Weather

Beaches / Ocean

410 responses.

0.2%

0.7%

2.7%

2.9%

3.9%

4.4%

5.6%

5.6%

6.6%

7.6%

10.0%

33.2%

54.1%

0% 20% 40% 60%

Negative feelings

Free

Safe

Entertained

Energized / Excited

Amazing

Refreshed / Healthy

Welcomed

Warm

Comfortable

Fine / Good

Happy

Calm / Relaxed

410 responses.

Page 21

Chart: Additional Attractions or Services (Unaided)

Question: In your opinion, what services or additional attractions would most enhance your experience in the St. Petersburg/Clearwater Area? Base: All Respondents.

Attractions or Services that Would Enhance the Destination Experience

0.3%

0.6%

0.6%

0.6%

0.6%

0.9%

0.9%

0.9%

0.9%

1.2%

1.2%

1.2%

1.8%

3.5%

4.4%

8.5%

77.6%

0% 20% 40% 60% 80% 100%

More Activities / Attractions

Better Nightlife

Better Signage /accessibility

Clean it up

Finish the Pier

Tourist Information

More Shopping

More kid friendly activities

Bars and food options on the beach

Restaurant Diversity

More public restrooms

More shaded / green areas

More Affordable

More Public Transportation Options

Less congestion / traffic

Cheaper & More Parking

It needs no improvement

340 responses.

Page 22

TRAVEL PLANNING

AND SATISFACTION METRICS

Page 23

Chart: Average Time Between Decision to Visit and Arrival Chart: Resources Used before Arrival and While In Market

Question: Approximately how many days before you arrived did you make the decision to visit the St. Petersburg/Clearwater area for this trip? Base: All Respondents.

Question: Which of the following resources did you use to plan your trip to the St. Petersburg/Clearwater area BEFORE you arrived and which did you (or do you plan to) use while IN the area for this trip? (Select all that apply.) Base: All Respondents.

When Decision to Visit was Made / Travel Planning Resources Used

89.6_____Days in Advance

438 responses.

User-generated content/Review websites, such

as Yelp and TripAdvisor57.8% 37.5%

Online travel agencies (Expedia, Travelocity, etc.) 35.4% 0.0%

Opinions of friends or relatives 30.9% 30.2%Social Media content 10.8% 11.1%Official St. Petersburg/Clearwater area tourism

website, www.VisitStPeteClearwater.com3.3% 4.0%

YouTube or other online videos 1.7% 1.7%

Lifestyle or travel magazines 1.4% 5.7%Television programming 1.4% 0.9%Travel agency (traditional, offline) 0.7% 0.0%

Travel guides, brochures 0.5% 18.4%Radio programming 0.5% 0.5%Official Visit St. Pete/Clearwater Destination

Magazine0.5% 0.5%

Newspaper travel section 0.2% 1.2%

Used Before

Arrival

Used In

Market

424 responses.

Page 24

Chart: Overall Satisfaction Chart: Media Recall

Question: How satisfied are you with your experience in the St. Petersburg/Clearwater area on this trip? (Select one) Base: All Respondents.

Question: In the last six months, have you seen, read, or heard any travel stories, advertising, or promotions for the St. Petersburg/Clearwater area? Base: All Respondents.

Experience Satisfaction / Earned & Paid Media Recall

0.0%

0.0%

1.7%

10.0%

88.3%

0% 20% 40% 60% 80% 100%

Very unsatisfied

Unsatisfied

Neutral—neither satisfied nor unsatisfied

Satisfied

Very satisfied

420 responses.420 responses.

Yes, 28.1%

No, 66.9%

Maybe/Not sure, 5.0%

Page 25

9.3

Chart: Likelihood to Recommend St. Pete/Clearwater Area Chart: Likelihood to Return to St. Pete/Clearwater Area

Question: How likely are you to recommend the St. Petersburg/Clearwater area as a place to visit to other travelers? Please use a 10-point scale where 1 represents “Definitely will NOT recommend” and 10 represents “Certain to recommend.” Base: All Respondents.

Question: How likely are you to return to the St. Petersburg/Clearwater area? Please use a 10-point scale where 1 represents “Definitely will NOT return” and 10 represents “Certain to return.”Base: All Respondents.

Likelihood to Recommend / Likelihood to Return

9.6/10

420 responses.

/10

420 responses.