Www.KlagesGroup.com © Evans - Klages, Inc. 2006 Collier County Tourism Research Presented to: The Collier County Board of County Commissioners By: Research

www.KlagesGroup.comwww.KlagesGroup.com © Evans - Klages, Inc. 2006

Collier CountyCollier CountyTourism ResearchTourism Research

Presented to:Presented to:The Collier County Board of County CommissionersThe Collier County Board of County Commissioners

By:By:Research Data Services, Inc.Research Data Services, Inc.

January 30, 2006January 30, 2006

2005 Economic Impact2005 Economic Impact


Windy Season 2004Windy Season 2004Storms Affecting FloridaStorms Affecting Florida

NameNameHighestHighest

IntensityIntensityAdvisoryAdvisory

DatesDates

Charley 4 Aug. 9 - Aug. 15

Frances 4 Aug. 24 - Sep. 7

Ivan 5 Sep. 2 - Sep. 24

Jeanne 3 Sep. 13 - Sep. 27


Windy Season 2005Windy Season 2005Storms Affecting FloridaStorms Affecting Florida

NameNameHighestHighest

IntensityIntensityAdvisoryAdvisory

DatesDates

Dennis 4 Jul. 4 - Jul. 11

Katrina 5 Aug. 23 - Aug. 30

Ophelia 1 Sep. 6 - Sep. 17

Rita 5 Sep. 17 - Sep. 24

Wilma 5 Oct. 15 - Oct. 25


Historical TimingHistorical Timing


Real GrowthReal GrowthNovember Resort Tax CollectionsNovember Resort Tax Collections

Nov. ‘05 Collections: $836,793(+47.5% -- Tax Rate Increase: +33.3%)

If Nov. ‘04 Collections were Adj. to 4%:$567,158 / 3% = $189,053 per point * 4% = $756,211 (2005: +10.7% Net Growth)

Adjusting for ADR Growth:10.7% minus 7.9% increase in Nov. ADR =

2005: +2.8% Real Growth


United State RegionsUnited State RegionsUnited State RegionsUnited State Regions

WA

OR

CA

NV

ID

UT

AZ

MT

WY

CO

TX

OK

KS

NE

ND

SD

AK

HI

FL

AR

MN

IA

MO

IL

WIMI

IN

OH

ME

VTNH

MANY

PA DEMD

NJ

VAWV

KY

TN

LA

MS ALGA

SC

NC

NM

Midwest

Northeast

Southeast

Florida

OpportunityMarkets(Exploratory)


Florida Florida 527,578527,578 -3.6-3.6 +9.8+9.8SoutheastSoutheast 111,220111,220 -4.2-4.2 -1.6-1.6NortheastNortheast 258,282258,282 -3.7-3.7 +2.0+2.0MidwestMidwest 260,065260,065 -1.3-1.3 -0.3-0.3CanadaCanada 34,29434,294 +2.7+2.7 +21.+21.

11EuropeEurope 156,389156,389 +11.1+11.1 +48.+48.

77OtherOther 67,94767,947 -13.2-13.2 -18.6-18.6TotalTotal 1,415,771,415,77

55-2.2-2.2 +6.9+6.9

%% 20052005 04-0504-05 03-0503-05

Visitor OriginsVisitor Origins 2005 Visitors2005 Visitors


Quarter 1 Quarter 1 524,998524,998 +3.2 +3.2 +9.7+9.7

Quarter 2Quarter 2 337,806337,806 +1.8+1.8 +7.3+7.3

Quarter 3Quarter 3 242,581242,581 -9.1-9.1 +6.5+6.5

Quarter 4Quarter 4 310,390310,390 -8.8-8.8 +2.3+2.3

AnnualAnnual 1,415,771,415,7755

-2.2 -2.2 +6.9+6.9

%% 20052005 04-0504-05

03-0503-05

Number of VisitorsNumber of Visitors 2005 Estimates2005 Estimates


ExpendituresExpenditures 2005 Estimates2005 Estimates

Quarter Quarter 1 1

$280,778,88$280,778,8833

+12.4+12.4 +24.6+24.6

Quarter Quarter 22

195,490,545195,490,545 +5.4+5.4 +15.8+15.8

Quarter Quarter 33

92,163,41592,163,415 -6.6-6.6 +22.1+22.1

Quarter Quarter 44

144,935,745144,935,745 -1.6-1.6 +16.9+16.9

AnnualAnnual $713,368,58$713,368,5888

+4.7+4.7 +20.2+20.2

%% 20052005 04-0504-05 03-0503-05


Impacts of TourismImpacts of TourismDirect & Induced Direct & Induced 2005 Estimates 2005 Estimates

In 000’sIn 000’s 20032003 20042004 20052005

Q 1 Q 1 $335,88$335,882 2

$372,443$372,443 $418,641$418,641

Q 2Q 2 251,742251,742 276,538276,538 291,476291,476

Q 3Q 3 112,542112,542 147,181147,181 137,416137,416

Q 4Q 4 184,873184,873 219,564219,564 216,099216,099

AnnuaAnnuall

$885,03$885,0388

$1,015,72$1,015,7266

$1,063,63$1,063,6333


Occupancy Occupancy 2005 Annual2005 Annual

AverageAverage Pt.Pt.20032003 20042004 20052005 04-0504-05 03-0503-05

Q 1 Q 1 81.5% 84.8% 85.6% +0.8+0.8 +4.1+4.1

Q 2Q 2 72.6 74.7 73.4 -1.3-1.3 +0.9+0.9

Q 3Q 3 53.8 62.7 52.6 -10.1-10.1 -1.2-1.2

Q 4Q 4 63.4 66.1 60.5 -5.6-5.6 -2.9-2.9


Average Daily Room Average Daily Room RateRate

2005 Annual2005 Annual AveragesAverages %%

20032003 20042004 20052005 04-0504-0503-05 03-05

Q 1Q 1 $178.3 $193.5 $206.3 +6.6+6.6 +15.7 +15.7

Q 2Q 2 142.1 148.6 155.2 +4.4+4.4 +9.2+9.2

Q 3Q 3 88.6 99.7 99.6 -0.2-0.2 +12.4+12.4

Q 4Q 4 112.3 118.4 126.0 +6.4+6.4 +12.2+12.2


Purpose of TripPurpose of Trip (%) (%)2004 - 2005 Visitors2004 - 2005 Visitors

FirstFirstQuarterQuarter

SecondSecond QuarterQuarter

ThirdThird QuarterQuarter

FourthFourth QuarterQuarter

‘‘0404 ‘‘0505 ‘‘0404 ‘‘0505 ‘‘0404 ‘‘0505 ‘‘0404 ‘‘0505

LeisureLeisure 76.076.0 71.771.7 71.371.3 70.470.4 68.568.5 69.769.7 66.366.3 65.965.9

BusinesBusines

ss15.615.6 18.518.5 20.820.8 20.520.5 24.024.0 23.723.7 22.022.0 25.125.1

MeetingMeeting

ss8.48.4 9.89.8 7.97.9 9.19.1 7.57.5 6.66.6 11.711.7 9.09.0


Purpose of TripPurpose of Trip (%) (%)2003 - 2005 Visitors2003 - 2005 Visitors

FirstFirstQuarterQuarter

SecondSecond QuarterQuarter

ThirdThird QuarterQuarter

FourthFourth QuarterQuarter

‘‘0303 ‘‘0505 ‘‘0303 ‘‘0505 ‘‘0303 ‘‘0505 ‘‘0303 ‘‘0505

LeisureLeisure 80.480.4 71.771.7 76.576.5 70.470.4 72.872.8 69.769.7 72.072.0 65.965.9

BusinesBusines

ss13.713.7 18.518.5 19.319.3 20.520.5 23.023.0 23.723.7 20.920.9 25.125.1

MeetingMeeting

ss5.95.9 9.89.8 4.24.2 9.19.1 4.24.2 6.66.6 7.17.1 9.09.0


42.129.4 29.437.5

0

20

40

60

80

100

Out-of-State Floridian Canadian European

Percent Reservations Better Compared to this Time Last Year

%

Management BarometerManagement BarometerReservation Outlook for First Quarter 2006


41.2 42.9

0

20

40

60

80

100

Leisure Business

Percent Expect More Business Compared to this Time Last Year

%

Management BarometerManagement BarometerExpectations for First QuarterExpectations for First Quarter


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Www.KlagesGroup.com © Evans - Klages, Inc. 2006 Collier County Tourism Research Presented to: The Collier County Board of County Commissioners By: Research