(october – november) visitor profile · research data services, inc. 4520 west oakellar ave...

RESEARCH DATA SERVICES, INC. 4520 WEST OAKELLAR AVE #13169

TAMPA, FLORIDA 33611 TEL (813) 254-2975 • FAX (813) 223-2986

Amelia Island Fourth Quarter 2019 (October – November)

Visitor Profile

Prepared for: Amelia Island Tourist Development Council

Prepared by: Research Data Services, Inc.

[email protected]

January 2020

Amelia Island Visitor Profile CY Q4 2019 (Oct. - Dec.)

1 © Copyright 2020. | PCD-1 – 01.28.20

Calendar Year (Jan. - Dec.) CY Fourth Quarter (Oct. - Dec.)

H/M/C/C * Visitor Stats

CY 2018

CY 2019

% Δ ‘18/’19

2018

2019

% Δ ‘18/’19

Visitors (#) 690,100 688,700 -0.2 146,200 142,800 -2.3

Direct Exp. ($) $515,443,100 $528,146,700 +2.5 $108,041,800 $108,670,800 +0.6 Total Eco. Impact ($) $678,168,500 $694,882,700 +2.5 $142,150,600 $142,978,200 +0.6

* Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.)

Calendar Year (Jan. - Dec.) CY Fourth Quarter (Oct. - Dec.)

Visitor Origins CY 2018 CY 2019 % Δ

‘18/’19

2018 # of

Visitors

2019 # of

Visitors % Δ

‘18/’19

Florida 148,672 149,523 +0.6 36,550 36,985 +1.2

Southeast 273,872 272,435 -0.5 55,410 54,692 -1.3

Northeast 106,888 106,034 -0.8 20,468 20,849 +1.9

Midwest 93,457 95,049 +1.7 18,275 17,279 -5.5

Foreign 35,957 36,801 +2.3 7,602 6,569 -13.6

Opportunity Mkts 31,254 28,858 -7.7 7,895 6,426 -18.6

Total 690,100 688,700 -0.2 146,200 142,800 -2.3

$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

CY Q4 2018 CY Q4 2019

108,041,800 108,670,800

34,108,800 34,307,400

$142,150,600 $142,978,200

CY Q4 Economic Impact

Direct Exp. Indirect/Induced Total Eco. Impact

25.9

38.3

14.6

12.1

4.6 4.5

CY Q4 2019 Visitor Origin Distribution (%)

Florida Southeast Northeast

Midwest Foreign Opp. Mkts


2 © Copyright 2020. | PCD-1 – 01.28.20

Occupancy and ADR (STR)** October November December

Occupancy 2019 65.2% 59.8% 52.7%

Occupancy 2018 † 73.2 62.9 50.8

∆ % Occ. (‘18/’19) -10.9% -4.9% +3.8%

ADR 2019 $214.40 $213.11 $188.66

ADR 2018 † 220.81 202.26 195.15

∆ % ADR (‘18/’19) -2.9% +5.4% -3.3%

RevPAR 2019 $139.83 $127.47 $99.46

RevPAR 2018 † 161.55 127.17 99.14

∆ % RevPAR (‘18/’19) -13.4% +0.2% +0.3% ** Source: Smith Travel Research; † 2018 Update

01020304050607080

Oct. Nov. Dec.

73.2

62.9

50.8

65.259.8

52.7

Occupancy (STR)2018 2019

0

50

100

150

200

250

Oct. Nov. Dec.

220.8202.3 195.2

214.4 213.1188.7

Room Rates (STR)2018 2019

%

$


3 © Copyright 2020. | PCD-1 – 01.28.20

Fourth Quarter 2019 Top U.S. Feeder Markets

States of Origin: Primary Markets 2018 2019

1. Florida 25.0% 25.9%

2. Georgia 17.9 16.5

3. New York/New Jersey 6.1 7.1

4. North Carolina 6.0 6.7

5. South Carolina 4.7 5.1

States of Origin: Secondary Markets 2018 2019

6. Ohio 3.4% 3.6%

7. Pennsylvania 3.9 3.5

8. Tennessee 3.2 3.0

9. Virginia/Washington, D.C. 2.5 2.9

10. Illinois -- 2.3


4 © Copyright 2020. | PCD-1 – 01.28.20

Fourth Quarter 2019 Top U.S. Feeder Markets

DMA’s: Primary Markets 2018 2019

1. Greater Orlando Area 8.4% 8.7%

2. Atlanta 11.5 8.0

3. Jacksonville 7.6 7.8

4. New York/New Jersey 5.0 5.6

5. Tampa/St. Petersburg 4.9 5.5

DMA’s: Secondary Markets 2018 2019

6. Savannah 3.4% 3.1%

7. Charlotte -- 2.6

8. Philadelphia -- 2.4

9. West Palm Beach 2.5 2.1

10. Greenville/Spartanburg -- 2.0

11. Tallahassee -- 2.0


5 © Copyright 2020. | PCD-1 – 01.28.20

Visitor Profile Metrics:

Length of Stay (Days) 2018

n = 611 2019

n = 642

In Amelia Island 4.0 days 3.8 days

Party Size 2018 2019

Number of People 2.7 people 2.5 people

Travel Party Composition (Multiple Response) 2018 2019

Couple 56.1% 59.0% Family 25.0 24.0 Extended Family 7.6 9.5 Group of Friends 8.9 7.7 Single 6.1 4.7

Have Children or Young Adults In Immediate Travel Party 2018 2019

% Yes 18.1% 17.4%

Transportation Mode (Multiple Response) (Percentaged to the Base of All Respondents) 2018 2019

Personal Car/RV 67.5% 69.3% Rental Car 30.3 29.7 Plane 31.3 29.3

Airport Deplaned (Base: Flew) 2018 2019

Jacksonville International 84.1% 82.4% Orlando International/Sanford 7.7 8.2


6 © Copyright 2020. | PCD-1 – 01.28.20

Purpose of Trip (Multiple Response) 2018 2019

Vacation 42.8% 41.1% A Getaway 29.1 31.9 Special Event/Festival 12.8 14.9 Business/Conference/Meeting 12.6 14.0 Visit with Friends/Relatives 13.1 13.7 Guy/Girls Trip -- 5.1

Wedding/Honeymoon 5.8 4.3

First Visit to (% yes) 2018 2019

Amelia Island 48.6% 44.2% Florida 3.6 2.7

0

10

20

30

40

50

Q4 2018 Q4 2019

3.6 2.7

45.041.5

48.644.2

%

First Visit to Amelia Island (% Yes)

New Market Share Gain from Florida TOTAL


7 © Copyright 2020. | PCD-1 – 01.28.20

Other Southeast Areas Considered for this Trip (Open Ended Multiple Response) 2018 2019

Considered Only Amelia Island 55.4% 51.8% St. Augustine/Ponte Vedra 25.5 23.7 Savannah 12.4 14.9 Jacksonville Area 9.7 13.8 Jekyll Island 8.6 11.7 Hilton Head 9.9 10.6 Charleston -- 8.5

Florida Keys 10.4 7.0

Myrtle Beach -- 7.0

Orlando 5.5 4.7

0

5

10

15

20

25

30

St. Augustine Savannah Jacksonville Jekyll Island

25.5

12.49.7 8.6

23.7

14.9 13.811.7

Other Areas Considered (Top Four)

Q4 2018 Q4 2019

%


8 © Copyright 2020. | PCD-1 – 01.28.20

Why Chose Amelia Island (Multiple Response) 2018 2019

Beach 51.2% 47.2% Hotel/Accommodations 29.1 33.5 Appealing Brochures/Websites 30.2 32.3 Love/Like the Area 26.4 30.2 Recommendation 24.3 26.6 Never Been/Try Something New 27.2 24.5 Previous Experience 21.6 24.4 Nature/Environment 22.7 18.6 Weather 20.3 17.2 History 16.0 16.6 Convenient Location 16.4 15.9 Event 14.9 15.3 Visiting with Friends/Family 11.2 14.8 Business/Meeting 10.3 13.8 Attractions 11.9 13.1 Culture 9.5 11.6

Family Oriented Area 10.8 9.3

0

10

20

30

40

50

60

Beach Hotel Brochure/Website Love/ Like

51.2

29.1 30.226.4

47.2

33.5 32.3 30.2

Why Choose Amelia Island (Top Four)

Q4 2018 Q4 2019%


9 © Copyright 2020. | PCD-1 – 01.28.20

Travel Planning Window 2018 2019

How Far in Advance Start Planning Trip 41.9 days 39.8 days How Far in Advance Book Reservations 34.0 days 29.3 days

Information Most Helpful to Visit (Multiple Response) 2018 2019

Internet 79.4% 78.5% Previous Visit 36.7 40.1 Hotel/Accommodations 31.1 35.1 Recommendation 26.0 27.4 Mobile App -- 15.8

Business/Conference/Meeting 11.5 13.5

Family 9.7 12.9 Print Media 13.1 11.8 Tourism Bureau -- 11.7

Special Event 8.3 10.3 Maps 10.3 9.3 Social Media -- 8.1

Satisfaction with Amelia Island 2018 2019

Very Satisfied 89.6% 88.4% Satisfied 7.2 6.7 Satisfaction Level (Combined) 96.8% 95.1%

Recommend Amelia Island to Friends/Relatives 2018 2019

% Yes 96.6% 97.1%

Plan to Return (% Yes) 2018 2019

To Local Area 89.6% 90.8%


10 © Copyright 2020. | PCD-1 – 01.28.20

Demographics 2018 2019

Average Age Head of Household (years) 51.5 52.3 Median Annual Household Income $135,920 $140,476 % Household Income of $100,000+ 76.7% 79.4%

Seen/Read/Heard Amelia Island Information 2018 2019

% Yes 53.2% 53.7%

Influenced by Amelia Island Information 2018 2019

(Base: Respondents Reporting Seen/Heard/Read) 54.4% 56.6%

Avg. Party Budget Breakdown 2018 2019

Accommodations $835 $790 Restaurant Food/Beverage 461 428 Grocery Store 60 65 Admissions to Attractions 89 77 Other Entertainment 149 120 Retail Purchases 220 232 Miscellaneous 182 190

Amelia Island Base Budget 2018 2019

Total $1,996 $1,902 Per Person/Stay 739 761 Per Person/Day 185 200


11 © Copyright 2020. | PCD-1 – 01.28.20

Activities Enjoyed (Multiple Response) 2018 2019

Dining Out 84.8% 86.8% Historic Downtown 80.3 77.4 Beach 75.5 70.8 Relaxing 64.8 60.5 Shopping 55.8 56.3 Sight Seeing 32.0 35.2 Shelling 32.7 31.6 State Park 30.0 28.0 Reading 29.3 25.6 Attractions -- 23.0

Bars/Nightlife 20.9 21.2 Wildlife/Nature/Bird Watching 24.3 21.0 Swimming 17.0 20.9

Exercising/Wellness 12.9 18.6 Antiquing 16.9 17.7 Art Galleries 18.3 16.3 Visiting with Friends/Relatives 12.2 14.0 Water Cruise 13.6 13.3 Biking -- 12.3

Farmers Market 9.8 9.3 Festivals -- 9.3

Golfing 8.0 6.6

Fishing 7.5 5.3 Boating/Watercraft -- 4.7


12 © Copyright 2020. | PCD-1 – 01.28.20

Attributes that Describe Amelia Island Well 2018 2019

Clean Environment 84.4% 82.4% Good Food and Restaurants 80.4 81.3 Safe Destination 80.7 81.1 Beautiful Beaches 75.0 73.7 Historic Downtown 72.3 68.7 A Romantic Place 63.8 60.4 Upscale Accommodations 57.7 59.8 Family Friendly 59.3 56.5 Complete Relaxation 61.5 55.3 Good Value for the Money 46.4 41.4 State Parks 37.2 34.3 Activities for All Ages 21.6 19.8 Art Galleries 14.0 16.2 Good Golfing 12.5 9.7 Good Fishing 11.4 8.1 Good Water Sports 8.1 7.4

0 50 100

Historic Downtown

Beautiful Beaches

Safe Destination

Food/Restaurants

Clean Environment

72.3

75.0

80.7

80.4

84.4

68.7

73.7

81.1

81.3

82.4

Attributes that Describe Amelia Island Well (Top Five)

Q4 2019 Q4 2018

%


13 © Copyright 2020. | PCD-1 – 01.28.20

Amelia Island Assets

• Overall, survey respondents who visited Amelia Island’s beaches in the fourth quarter of 2019

rate them 4.84 (on a five point scale where five is excellent), with eight out of ten (86.2%) giving

the destination’s beaches a score of five (excellent).

• Specifically in terms of cleanliness, the beaches rate 4.93 on the same scale, with 92.6% giving a

five (excellent) rating.

• Respondents who visited historic downtown Fernandina Beach say that they frequent the

downtown area an average of 2.7 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 38.1% o Afternoon 86.7% o Evening 67.1%

• The following amenities draw visitors to historic downtown Fernandina Beach (multiple response): o Dining 94.1% o Shopping 84.3% o Sight seeing 76.2% o Antique shops 14.0% o Nightlife 13.7% o River cruise 12.5% o Events 12.0% o Amelia Island History Museum 11.7% o Art galleries 10.4%

• Many respondents could not think of anything else that they would like to see downtown,

including the person who simply said, “Please don’t change it.” Others took the opportunity to

mention things that they like about the downtown area now including: o Gregor MacGregor’s Mini Links

Golf Course (numerous mentions as a welcome addition)

o Antique store o Benches (like the inscriptions) o Charm o Christmas tree with wishes o Cinnamon Bear o Dickens Fest o Fun hanging shark

o Good shops o Great parking o Handicapped parking o Horse drawn carriage o Islandstock o Kindness of people o Lack of chain restaurants o Maps o Music


14 © Copyright 2020. | PCD-1 – 01.28.20

o Plants and flowers o Pet friendliness o Pocket park o Restaurants o Restrooms

o Shrimp drop (should sell shirts) o Sounds on Centre o Very impressive pajama party and

small business Saturday o Walkability

• Suggestions from respondents for additions to the downtown area include:

o Better handicapped access to restaurants

o Bike racks

o Bike rentals

o Boat to Cumberland Island/St. Mary’s

o Bowling alley

o Children’s interactive play areas

o Cobble stones rough for a scooter

o Flower/plant shop

o Horse drawn carriages

o Hotels

o Irish brewery

o Later hours

o More coffee shops

o More concerts/live music

o More plays

o More space

o More restaurants

o More stores

o More stores that allow dogs

o More things for kids (programs/entertainment)

o More to do/ghost tours

o Outdoor cafés

o Parking garage

o Rentable golf carts

o Shuttle buses from hotels/beach

o Touchable statues

o Uber drivers

o Upscale discount stores

o Water fountains

(october – november) visitor profile · research data services, inc. 4520 west oakellar ave...

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