2016 Texas Tourism Region and MSA Visitor Profile Prairies and Lakes

2016 Texas Tourism Region and MSA Visitor Profile

Prairies and Lakes Region INSIGHTS MSAs: THAT TAKE Dallas-Plano-Irving YOU Fort Worth-Arlington PLACES Sherman-Denison College Station-Bryan Killeen-Temple-Fort Hood Waco

2016 Texas Tourism Region and MSA Visitor Profile

An Inside Look at the Travel Market in the Prairies and Lakes Region

D. K. Shifflet Jeffrey Eslinger 1749 Old Meadow Rd, Suite 425 Senior Director, Client Insights McLean, Virginia 22102 [email protected]

Tel.: +1.703.536.0500 www.dksa.com

4 Objectives Table of Contents 5 Prairies & Lakes Region

7-8 Prairies & Lakes Region Executive Summary 9-15 Prairies & Lakes Region Data Tables 16 Dallas-Plano-Irving, TX MSA 17-18 Dallas-Plano-Irving, TX MSA Executive Summary 19-24 Dallas-Plano-Irving, TX MSA Data Tables 25 Fort Worth-Arlington, TX MSA 26-27 Fort Worth-Arlington, TX MSA Executive Summary

28-33 Fort Worth-Arlington, TX MSA Data Tables 34 Sherman-Denison, TX MSA 35-36 Sherman-Denison, TX MSA Executive Summary 37-42 Sherman-Denison, TX MSA Data Tables 43 College Station-Bryan, TX MSA 44-45 College Station-Bryan, TX MSA Executive Summary 46-51 College Station-Bryan, TX MSA Data Tables 52 Killeen-Temple-Fort Hood, TX MSA 53-54 Killeen-Temple-Fort Hood, TX MSA Executive Summary 55-60 Killeen-Temple-Fort Hood, TX MSA Data Tables 61 Waco, TX MSA 62-63 Waco, TX MSA Executive Summary 64-69 Waco, TX MSA Data Tables 70 Appendix 71-73 User’s Guide 74 Statistical References 75 Research Methodology Texas Destinations 2016 prepared for The Office of the Governor, Economic Development & Tourism Division. 3 Copyright © 2017 DK Shifflet. All rights reserved.

Objectives of this report…

The objective of this report is to provide comprehensive and reliable travel information for each of Texas’ seven Tourism Regions and individual Metropolitan Statistical Areas (MSAs) within each Tourism Region. A MSA is a geographical region defined by the U.S. Office of Management and Budget (OMB) as one or more counties having a large central population area and being related to the central population area by economic, geographic, and other factors. Not every Texas county is in a MSA.

The data are presented in a user-friendly manner to allow decision makers to fully How to read this report understand travel patterns in their market and to help them design specific strategies for their product.

The data are made available by D.K. Shifflet and Associates, Ltd, through its DIRECTIONS syndicated traveler tracking system. It provides an accurate representation of domestic travel patterns to Texas’ Tourism Regions and MSAs.

Data Prairies & Lakes Tourism Region Profile

Prairies & Lakes Tourism Region

Prairies & Lakes Region Executive Summary

Highlights of Visitors to the Prairies & Lakes Region

. Texans generated 54.1% of Person-Days to the Prairies & Lakes Region; Non-Texans 45.9% . Top 3 Texan origin DMAs (Dallas-Fort Worth, Houston, Austin); Non-Texan DMAs (Los Angeles, CA, Oklahoma City, OK, New York, NY) . Leisure travel represented 73.2% of Person-Days to the Prairies & Lakes Region; Vacation 16.2% and Non-Vacation 57.1% . Business travel represented 26.8% of Person-Days to the Prairies & Lakes Region; Meetings 13.4% and Transient 13.3% . Activity categories participated: Attractions 17.4%, Culture 21.4%, Family/Life Events 40.6%, Libation/Culinary 22.1%, Nature 8.5%, Outdoor Sports 6.9%, General 39.4% . Average Party Size (Adults and Children): 1.71 persons . Average Length of Stay was 1.96 days (overnight and days); 2.30 nights (overnight only). . 78.1% traveled by Auto; 19.6% by Air . Average distance traveled: 465 miles . Accommodation Type: Paid 50.3%; Non-Paid 38.2%; Other Overnight 0.2% . Average Per Person Per Day Spending: $131.10 . Average Age: 45.7 years . Average Household Income: $100,287 . Employment: Employed 67.6%, Retired 16.9%, Not Employed 15.5% . Marital Status: Married 67.7%, Never Married 22.3%, Divorced/Widowed 10.1% . Children in Household: Yes 34.8%, No 65.2%

Prairies & Lakes Region Executive Summary

Volume/Share The Prairies & Lakes Tourism Region contains the following MSAs: Dallas-Plano-Irving, Fort Worth-Arlington, Sherman-Denison, College Station-Bryan, Killeen-Temple-Fort Hood, and Waco.

The number of Person-Stays to the Prairies & Lakes Region was estimated at 80.65 million in 2016 and the volume of Person-Days was estimated at 163.76 million.

The Prairies & Lakes Region’s share of total Person-Days to Texas ranked 1 out of the 7 Texas Tourism Regions.

Prairies & Lakes Volume (millions) Prairies & Lakes Share of Texas Travel

Person-Days Total Leisure Business Person-Days Total Leisure Business 2016 163.76 114.48 49.29 2016 28.9% 27.7% 33.0% 2015 159.23 110.26 48.98 2015 28.9% 27.2% 34.4% 2014 154.34 106.79 47.54 2014 29.0% 27.2% 34.1% Person-Stays Total Leisure Business 2016 80.65 56.47 24.17 2015 77.34 53.61 23.73 2014 73.23 51.09 22.14

Prairies &Lakes Tourism Region

REGION REGION

Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days) In State DMAs Out-of-State DMAs Total Texans (Intrastate) 54.1% Total Non-Texans (Interstate) 45.9% Dallas-Fort Worth 21.2% Los Angeles, CA 2.4% Houston 9.9% Oklahoma City, OK 2.1% Austin 6.0% New York, NY 1.9% San Antonio 5.2% Tulsa, OK 1.4% Waco-Temple-Bryan 2.1% Denver, CO 1.4% Tyler-Longview (Lufkin, Nacogdoches) 1.8% Chicago, IL 1.3% Amarillo 1.5% Little Rock-Pine Bluff, AR 1.2% Harlingen-Weslaco-Brownsville-McAllen 1.4% San Diego, CA 1.2%

Prairies &Lakes Tourism Region

REGION REGION Purpose of Stay (Person-Days) Purpose of Stay (Person-Days) Total Leisure 73.2% Total Business 26.8% Vacation 16.2% Meetings 13.4% Getaway Weekend-Overnight 9.0% Seminar/Training 6.4% General Vacation-Overnight 5.5% Convention 2.9% Day Trip Vacation/Getaway 1.7% Other Group Meeting 4.2% Non-Vacation 57.1% Transient 13.3% Visit Friend/Relative 32.2% Consulting/Client Service 4.0% Special Event (celebration, reunion) 10.0% Sales/Purchasing 3.4% Convention/Show/Conference 2.7% Construction/Repair 1.4% Medical/Health Care 2.2% Inspection/Audit 1.3% Seminar/Class/Training (personal) 1.3% Government/Military 0.9% Other Leisure/Personal 8.7% Other Business 2.2%

Prairies &Lakes Tourism Region

REGION REGION

Activities Summary (Stays) Attractions (Net) 17.4% Nature (Net) 8.5%

Nightlife (bar, nightclub, etc.) 6.2% Parks (national/state, etc.) 5.3% Amateur Sports (attend/participate) 3.6% Camping 1.8% Theme/Amusement/Water Parks 2.8% Beach/Waterfront 1.7% Culture (Net) 21.4% Outdoor Sports (Net) 6.9% Movies 7.4% Fishing 2.1%

Museums/Art Exhibits, etc. 5.2% Golfing 1.3% Touring/Sightseeing 4.8% Hiking 1.2% Family/Life Events (Net) 40.6% General (Net) 39.4% Visit Friends/Relatives (general visit) 28.8% Shopping 21.2%

Personal Special Event (Anniversary, 5.9% Business 9.9% Birthday) Holiday Celebration (Thanksgiving, July 4th, 5.7% Medical/Health/Doctor Visit 4.9% etc.) Libation and Culinary (Net) 22.1% Trip Party Composition (Trip-Days) Culinary/Dining Experience 21.8% Avg. Party Size (Adults and Children) 1.71 persons Winery/Distillery/Brewery Tours 0.8% One Male Only 32.4% One Female Only 22.3% One Male and One Female 26.1% Two Males or Two Females 4.7% Three or More Adults 5.0% Adult(s) with Children 9.5%

Prairies &Lakes Tourism Region

REGION REGION

Length of Stay (Stays) Accommodation Type (Person-Days) Average Length (Incl. Days) 1.96 days Paid Accommodations 61.6% Average Length (Overnight Only) 2.3 nights Hotel/Motel 50.3% Day –Trips 47.3% High-End 13.3% 1-3 Nights 44.8% Mid-Level 20.9% 4-7 Nights 6.4% Economy 13.3% 8+ Nights 1.4% Other Hotel/Motel 2.7% Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 11.3% Air 19.6 Non-Paid Accommodations 38.2% Auto Travel (Net) 78.1 Other Overnight 0.2% Other Transportation (Net) 2.3 Bus 1.8% Train 0.3% Other 0.2% Distance Traveled One-Way from Home (Person-Days)

Average Distance Traveled 465 miles 250 Miles or Fewer 51.5% 251-500 Miles 15.0% 500-1000 Miles 17.1% 1001 Miles or More 16.4%

Prairies &Lakes Tourism Region

REGION REGION Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Avg. Per Person Per Day Spending $131.10 Transportation - Total 35.8% Transportation - Total $46.90 Transportation - Excluding Airfare 21.1% Transportation - Excluding Airfare $27.70 Transportation – Airfare 14.6% Transportation – Airfare $101.10 Transportation - Rental Car 5.6% Transportation - Rental Car $46.50 Transportation - Other 15.5% Transportation – Other $20.40 Food 23.3% Food $30.60 Lodging - Total 18.8% Lodging - Total $51.30 Lodging - Room 17.4% Lodging - Room $51.70 Lodging – Services 1.4% Lodging - Services $5.70 Shopping 12.0% Shopping $15.70 Entertainment 7.4% Entertainment $9.70 Miscellaneous 2.6% Miscellaneous $3.40

Prairies &Lakes Tourism Region

REGION REGION Demographic Profile (Person-Days) Average Age 45.7 Employment 18-34 Years 32.4% Employed 67.6% 35-49 Years 26.5% Retired 16.9% 50-64 Years 26.1% Not Employed 15.5% 65+ Years 15.1% Marital Status Average HH Income (in $1,000) $100,287 Married 67.7% Under $25,000 9.6% Never Married 22.3% $25,000-$49,999 22.3% Divorced/Widowed 10.1% $50,000-$74,999 15.4% $75,000-$99,999 13.8% Children in Household $100,0000+ 38.8% Yes 34.8% No 65.2%

Dallas-Plano-Irving, TX MSA

Dallas-Plano-Irving, TX MSA Executive Summary

Highlights of Visitors to the Dallas-Plano-Irving MSA

. Texans generated 46.1% of Person-Days to the Dallas-Plano-Irving, TX MSA; Non-Texans 53.9% . Top 3 Texan origin DMAs (Dallas-Fort Worth, Houston, Austin); Non-Texan DMAs (Los Angeles, CA, Oklahoma City, OK, New York, NY) . Leisure travel represented 69.9% of Person-Days to the Dallas-Plano-Irving, TX MSA; Vacation 17.2% and Non-Vacation 52.6% . Business travel represented 30.1% of Person-Days to the Dallas-Plano-Irving, TX MSA; Meetings 16.2% and Transient 13.9% . Activity categories participated: Attractions 18.8%, Culture 24.0%, Family/Life Events 39.2%, Libation/Culinary 21.7%, Nature 6.9%, Outdoor Sports 6.2%, General 38.0% . Average Party Size (Adults and Children): 1.67 persons . Average Length of Stay was 2.09 days (overnight and days); 2.30 nights (overnight only). . 72.6% traveled by Auto; 25% by Air . Average distance traveled: 521 miles . Accommodation Type: Paid 65.6%; Non-Paid 34.2%; Other Overnight 0.2% . Average Per Person Per Day Spending: $147.80 . Average Age: 44.2 years . Average Household Income: $102,099 . Employment: Employed 71.3%, Retired 12.7%, Not Employed 16.0% . Marital Status: Married 66.2%, Never Married 24.4%, Divorced/Widowed 9.4% . Children in Household: Yes 37.0%, No 63.0%

Dallas-Plano-Irving, TX MSA Executive Summary

Volume/Share The number of Person-Stays to theDallas-Plano-Irving MSA was estimated at 40.50 million in 2016 and the volume of Person-Days was estimated at 91.14 million.

The Dallas-Plano-Irving MSA’s share of total Person-Days to Texas ranked 2 out of 26 Texas MSAs.

Dallas-Plano-Irving, TX MSA Volume (millions) Dallas-Plano-Irving, TX MSA Share of Texas Tourism

Person-Days Total Leisure Business Person-Days Total Leisure Business 2016 91.14 60.29 30.86 2016 17.1% 15.7% 21.7% 2015 87.83 57.16 30.67 2015 16.9% 15.1% 23.0% 2014 83.70 54.27 29.44 2014 16.5% 14.8% 21.2% Person-Stays Total Leisure Business 2016 40.50 26.94 13.56 2015 38.27 25.11 13.16 2014 35.84 23.76 12.09

Dallas-Plano-Irving, TX MSA

MSA MSA

Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days) In State DMAs Out-of-State DMAs Total Texans (Intrastate) 46.1% Total Non-Texans (Interstate) 53.9% Dallas-Fort Worth 15.3% Los Angeles, CA 2.9% Houston 9.1% Oklahoma City, OK 2.9% Austin 6.0% New York, NY 2.2% San Antonio 4.7% Denver, CO 2.2% Tyler-Longview (Lufkin, Nacogdoches) 1.9% Tulsa, OK 2.1% Waco-Temple-Bryan 1.6% Memphis, TN 1.7% Odessa-Midland 1.1% Kansas City, MO 1.6% Amarillo 1.1% Little Rock-Pine Bluff, AR 1.5%

Dallas-Plano-Irving, TX MSA

MSA MSA Purpose of Stay (Person-Days) Purpose of Stay (Person-Days) Total Leisure 69.9% Total Business 30.1% Vacation 17.2% Meetings 16.2% Getaway Weekend-Overnight 8.5% Seminar/Training 7.2% General Vacation-Overnight 7.3% Convention 3.4% Day Trip Vacation/Getaway 1.4% Other Group Meeting 5.6% Non-Vacation 52.6% Transient 13.9% Visit Friend/Relative 29.0% Consulting/Client Service 4.3% Special Event (celebration, reunion) 10.3% Sales/Purchasing 4.0% Convention/Show/Conference 2.9% Inspection/Audit 1.6% Medical/Health Care 1.8% Construction/Repair 1.3% Seminar/Class/Training (personal) 1.3% Government/Military 0.5% Other Leisure/Personal 7.4% Other Business 2.3%

Dallas-Plano-Irving, TX MSA

MSA MSA

Activities Summary (Stays) Attractions (Net) 18.8% Nature (Net) 6.9% Nightlife (bar, nightclub, etc.) 7.8% Parks (national/state, etc.) 5.0% Professional Sports Event 3.7% Beach/Waterfront 1.2% Theme/Amusement/Water Parks 3.2% Camping 1.0% Culture (Net) 24.0% Outdoor Sports (Net) 6.2% Movies 9.7% Biking 1.9% Museums/Art Exhibits, etc. 5.6% Boating/Sailing 1.6% Historic Sites 5.2% Fishing 1.5% Family/Life Events (Net) 39.2% General (Net) 38.0% Visit Friends/Relatives (general visit) 29.1% Shopping 20.6% Holiday Celebration (Thanksgiving, July 4th, etc.) 5.9% Business 10.9% Personal Special Event (Anniversary, Birthday) 4.1% Medical/Health/Doctor Visit 4.5% Libation and Culinary (Net) 21.7% Trip Party Composition (Trip-Days) Culinary/Dining Experience 21.4% Avg. Party Size (Adults and Children) 1.67 persons Winery/Distillery/Brewery Tours 0.6% One Male Only 33.2% One Female Only 24.5% One Male and One Female 23.7% Two Males or Two Females 4.6%

Three or More Adults 4.5% Adult(s) with Children 9.5%

Dallas-Plano-Irving, TX MSA

MSA MSA Length of Stay (Stays) Accommodation Type (Person-Days) Average Length (Incl. Days) 2.09 days Paid Accommodations 65.6% Average Length (Overnight Only) 2.3 nights Hotel/Motel 55.8% Day –Trips 41.6% High-End 16.8% 1-3 Nights 49.7% Mid-Level 22.3% 4-7 Nights 7.5% Economy 13.4% 8+ Nights 1.2% Other Hotel/Motel 3.3% Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 9.8% Air Travel 25.0% Non-Paid Accommodations 34.2% Auto Travel (Net) 72.6% Other Overnight 0.2% Other Transportation (Net) 2.5% Bus 1.7% Train 0.5% Other 0.2%

Distance Traveled One-Way from Home (Person-Days) Average Distance Traveled 521 miles 250 Miles or Fewer 44.8% 251-500 Miles 17.0% 500-1000 Miles 19.4% 1001 Miles or More 18.8%

Dallas-Plano-Irving, TX MSA

MSA MSA

Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Avg. Per Person Per Day Spending $147.80 Transportation - Total 35.5% Transportation - Total $52.40 Transportation - Excluding Airfare 19.0% Transportation - Excluding Airfare $28.10 Transportation - Airfare 16.5% Transportation - Airfare $106.10 Transportation - Rental Car 5.4% Transportation - Rental Car $44.40 Transportation - Other 13.6% Transportation - Other $20.00 Food 22.7% Food $33.60 Lodging - Total 20.3% Lodging - Total $56.10 Lodging - Room 18.4% Lodging - Room $56.40 Lodging - Services 1.9% Lodging - Services $7.50 Shopping 10.4% Shopping $15.30 Entertainment 8.0% Entertainment $11.80 Miscellaneous 3.1% Miscellaneous $4.60

Dallas-Plano-Irving, TX MSA MSA MSA

Demographic Profile (Person-Days) Average Age 44.2 Employment 18-34 Years 35.0% Employed 71.3% 35-49 Years 27.8% Retired 12.7% 50-64 Years 25.0% Not Employed 16.0% 65+ Years 12.2% Marital Status Average HH Income (in $1,000) $102,099 Married 66.2% Under $25,000 10.5% Never Married 24.4% $25,000-$49,999 21.9% Divorced/Widowed 9.4% $50,000-$74,999 15.4% $75,000-$99,999 12.7% Children in Household $100,0000+ 39.4% Yes 37.0% No 63.0%

Fort Worth-Arlington, TX MSA

Fort Worth-Arlington, TX MSA Executive Summary

Highlights of Visitors to the Fort Worth-Arlington MSA

. Texans generated 57.5% of Person-Days to the Fort Worth- Arlington, TX MSA; Non-Texans 42.5% . Top 3 Texan origin DMAs (Dallas-Fort Worth, Houston, Austin); Non-Texan DMAs (Chicago, IL, Los Angeles, CA, Cleveland, OH) . Leisure travel represented 75.8% of Person-Days to the Fort Worth- Arlington, TX MSA; Vacation 13.2% and Non-Vacation 62.6% . Business travel represented 24.2% of Person-Days to the Fort Worth- Arlington, TX MSA; Meetings 11.7% and Transient 12.5% . Activity categories participated: Attractions 20.5%, Culture 23.8%, Family/Life Events 39.1%, Libation/Culinary 24.3%, Nature 10.3%, Outdoor Sports 6.3%, General 43.9% . Average Party Size (Adults and Children): 1.75 persons . Average Length of Stay was 1.88 days (overnight and days); 2.31 nights (overnight only). . 78.9% traveled by Auto; 17.7% by Air . Average distance traveled: 446 miles . Accommodation Type: Paid 60.3%; Non-Paid 39.5%; Other Overnight 0.2% . Average Per Person Per Day Spending: $118.90 . Average Age: 48.3 years . Average Household Income: $95,118 . Employment: Employed 61.3%, Retired 21.9%, Not Employed 16.8% . Marital Status: Married 66.2%, Never Married 20.0%, Divorced/Widowed 13.8% . Children in Household: Yes 31.6%, No 68.4%

Fort Worth-Arlington, TX MSA Executive Summary

Volume/Share The number of Person-Stays to the Fort Worth-Arlington MSA was estimated at 14.54 million in 2016 and the volume of Person-Days was estimated at 30.11 million.

The Fort Worth-Arlington MSA’s share of total Person-Days to Texas ranked 5 out of 26 Texas MSAs.

Fort Worth-Arlington, TX MSA Volume (millions) Fort Worth-Arlington, TX MSA Share of Texas Tourism

Person-Days Total Leisure Business Person-Days Total Leisure Business 2016 30.11 21.42 8.68 2016 4.9% 4.7% 5.2% 2015 29.34 20.63 8.72 2015 5.1% 5.1% 5.3% 2014 28.60 20.09 8.51 2014 5.5% 5.1% 6.4% Person-Stays Total Leisure Business 2016 14.54 9.92 4.62 2015 13.91 9.36 4.54 2014 13.40 9.15 4.26

Fort Worth-Arlington, TX MSA

MSA MSA

Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days) In State DMAs Out-of-State DMAs Total Texans (Intrastate) 57.5% Total Non-Texans (Interstate) 42.5% Dallas-Fort Worth 30.4% Chicago, IL 2.8% Houston 6.8% Los Angeles, CA 2.1% Austin 4.0% Cleveland, OH 2.1% San Antonio 3.4% Oklahoma City, OK 1.9% Tyler-Longview (Lufkin, Nacogdoches) 2.5% New York, NY 1.7% Amarillo 2.1% Pittsburgh, PA 1.6% Wichita Falls & Lawton 1.7% Great Falls, MT 1.2% Waco-Temple-Bryan 1.6% San Diego, CA 1.2%

Fort Worth-Arlington, TX MSA

MSA MSA Purpose of Stay (Person-Days) Purpose of Stay (Person-Days) Total Leisure 75.8% Total Business 24.2% Vacation 13.2% Meetings 11.7% Getaway Weekend-Overnight 9.2% Seminar/Training 5.4% Day Trip Vacation/Getaway 2.0% Convention 3.1% General Vacation-Overnight 2.0% Other Group Meeting 3.2% Non-Vacation 62.6% Transient 12.5% Visit Friend/Relative 34.4% Consulting/Client Service 4.2% Special Event (celebration, reunion) 10.9% Sales/Purchasing 3.6% Medical/Health Care 4.2% Construction/Repair 1.1% Convention/Show/Conference 3.6% Government/Military 0.8% Seminar/Class/Training (personal) 0.2% Inspection/Audit 0.4% Other Leisure/Personal 9.3% Other Business 2.4%

Fort Worth-Arlington, TX MSA

MSA MSA Activities Summary (Stays) Attractions (Net) 20.5% Nature (Net) 10.3% Nightlife (bar, nightclub, etc.) 5.7% Parks (national/state, etc) 7.1% Theme/Amusement/Water Parks 5.6% Beach/Waterfront 2.0% Zoo/Aquarium 3.7% Wildlife Viewing (birds, whales etc.) 1.6% Culture (Net) 23.8% Outdoor Sports (Net) 6.3% Museums/Art Exhibits, etc. 6.8% Hiking 2.3% Touring/Sightseeing 6.6% Fishing 1.2% Movies 6.2% Golfing 1.1% Family/Life Events (Net) 39.1% General (Net) 43.9% Visit Friends/Relatives (general visit) 24.1% Shopping 24.7% Personal Special Event (Anniversary, Birthday) 7.6% Business 8.4% Holiday Celebration (Thanksgiving, July 4th, etc.) 5.2% Medical/Health/Doctor Visit 5.8% Libation and Culinary (Net) 24.3% Trip Party Composition (Trip-Days) Culinary/Dining Experience 24.0% Avg. Party Size (Adults and Children) 1.75 persons Winery/Distillery/Brewery Tours 2.2% One Male Only 27.3% One Female Only 20.9% One Male and One Female 31.0% Two Males or Two Females 5.7% Three or More Adults 5.7% Adult(s) with Children 9.4%

Fort Worth-Arlington, TX MSA MSA MSA

Length of Stay (Stays) Accommodation Type (Person-Days) Average Length (Incl. Days) 1.88 days Paid Accommodations 60.3% Average Length (Overnight Only) 2.31 nights Hotel/Motel 50.8% Day –Trips 51.0% High-End 11.3% 1-3 Nights 42.4% Mid-Level 20.0% 4-7 Nights 5.1% Economy 16.4% 8+ Nights 1.4% Other Hotel/Motel 3.1% Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 9.5% Air 17.7% Non-Paid Accommodations 39.5% Auto Travel (Net) 78.9% Other Overnight 0.2% Other Transportation (Net) 3.4% Bus 3.1% Train 0.2% Other 0.1%

Distance Traveled One-Way from Home (Person-Days) Average Distance Traveled 446 miles 250 Miles or Fewer 54.2% 251-500 Miles 11.8% 500-1000 Miles 16.6% 1001 Miles or More 17.3%

Fort Worth-Arlington, TX MSA MSA MSA

Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Avg. Per Person Per Day Spending $118.90 Transportation - Total 36.0% Transportation - Total $42.90 Transportation - Excluding Airfare 23.1% Transportation - Excluding Airfare $27.40 Transportation - Airfare 13.0% Transportation - Airfare $73.60 Transportation - Rental Car 6.0% Transportation - Rental Car $49.80 Transportation - Other 17.1% Transportation - Other $20.30 Food 23.2% Food $27.50 Lodging - Total 19.2% Lodging - Total $48.50 Lodging - Room 18.2% Lodging - Room $50.10 Lodging - Services 0.9% Lodging - Services $3.90 Shopping 13.5% Shopping $16.00 Entertainment 6.6% Entertainment $7.80 Miscellaneous 1.5% Miscellaneous $1.80

Fort Worth-Arlington, TX MSA

MSA MSA Demographic Profile (Person-Days) Average Age 48.3 Employment 18-34 Years 28.9% Employed 61.3% 35-49 Years 21.6% Retired 21.9% 50-64 Years 30.7% Not Employed 16.8% 65+ Years 18.8% Marital Status Average HH Income (in $1,000) $95,118 Married/Living with Partner 66.2% Under $25,000 8.7% Never Married 20.0% $25,000-$49,999 23.9% Divorced/Widowed 13.8% $50,000-$74,999 17.2% $75,000-$99,999 14.3% Children in Household $100,0000+ 35.9% Yes 31.6% No 68.4%

Sherman-Denison, TX MSA

Sherman-Denison, TX MSA Executive Summary

Highlights of Visitors to the Sherman-Denison MSA

. Texans generated 52.9% of Person-Days to the Sherman- Denison, TX MSA; Non-Texans 47.1% . Top 3 Texan origin DMAs (Dallas-Fort Worth, Austin, Houston); Non-Texan DMAs (Sherman, TX-Ada, OK, Oklahoma City, OK, Tulsa, OK) . Leisure travel represented 81.1% of Person-Days to the Sherman- Denison, TX MSA; Vacation 18.5% and Non-Vacation 62.7% . Business travel represented 18.9% of Person-Days to the Sherman-Denison, TX MSA; Meetings 11.0% and Transient 7.9% . Activity categories participated: Attractions 5.3%, Culture 2.6%, Family/Life Events 41.8%, Libation/Culinary 43.7%, Nature 5.4%, Outdoor Sports 2.9%, General 60.4% . Average Party Size (Adults and Children): 1.94 persons . Average Length of Stay was 2.21 days (overnight and days); 1.84 nights (overnight only). . 97.0% traveled by Auto; 3.0% by Air . Average distance traveled: 157 miles . Accommodation Type: Paid 71.2%; Non-Paid 28.8%; Other Overnight 0% . Average Per Person Per Day Spending: $113.90 . Average Age: 49.0 years . Average Household Income: $110,011 . Employment: Employed 75.0%, Retired 20.2%, Not Employed 4.7% . Marital Status: Married 79.5%, Never Married 20.2%, Divorced/Widowed 0.3% . Children in Household: Yes 6.3%, No 93.7%

Sherman-Denison MSA Small Sample – Use with caution Texas Destinations 2016 prepared for The Office of the Governor, Economic Development & Tourism Division. 34 Copyright © 2017 DK Shifflet. All rights reserved.

Sherman-Denison, TX MSA Executive Summary

Volume/Share The number of Person-Stays to the Sherman-Denison MSA was estimated at 1.61 million in 2016 and the volume of Person-Days was estimated at 3.03 million.

The Sherman-Denison MSA’s share of total Person-Days to Texas ranked 20 out of 26 Texas MSAs.

Sherman-Denison, TX MSA Volume (millions) Sherman-Denison, TX MSA Share of Texas Tourism

Person-Days Total Leisure Business Person-Days Total Leisure Business 2016 3.03 2.49 0.54 2016 0.1% 0.1% 0% 2015 3.06 2.51 0.55 2015 0.3% 0.3% 0.3% 2014 3.04 2.43 0.61 2014 0.9% 0.9% 1.2% Person-Stays Total Leisure Business 2016 1.61 1.23 0.38 2015 1.61 1.23 0.38 2014 1.51 1.16 0.35

Sherman-Denison MSA Small Sample – Use with caution

Sherman-Denison, TX MSA

MSA MSA Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days) In State DMAs Out-of-State DMAs Total Texans (Intrastate) 52.9% Total Non-Texans (Interstate) 47.1% Dallas-Fort Worth 17.8% Sherman, TX-Ada, OK 27.7% Austin 12.3% Oklahoma City, OK 7.5% Houston 7.9% Tulsa, OK 4.9% Tyler-Longview (Lufkin, Nacogdoches) 5.5% La Crosse-Eau Claire, WI 2.7% Sherman-Ada 4.7% Champaign&Springfield-Decatur, IL 1.6% El Paso 4.6% Jacksonville, FL 1.6% Abilene-Sweetwater 0% Indianapolis, IN 0.8% Harlingen-Weslaco-Brownsville-McAllen 0% Shreveport, LA 0.3%

Sherman-Denison MSA Small Sample – Use with caution

Sherman-Denison, TX MSA

MSA MSA

Purpose of Stay (Person-Days) Purpose of Stay (Person-Days) Total Leisure 81.1% Total Business 18.9% Vacation 18.5% Meetings 11.0% General Vacation-Overnight 10.6% Seminar/Training 6.3% Getaway Weekend-Overnight 7.9% Convention 0% Day Trip Vacation/Getaway 0% Other Group Meeting 4.7% Non-Vacation 62.7% Transient 7.9% Visit Friend/Relative 21.7% Consulting/Client Service 4.9% Special Event (celebration, reunion) 8.3% Government/Military 0.2% Medical/Health Care 1.1% Construction/Repair 0% Convention/Show/Conference 0% Sales/Purchasing 0% Seminar/Class/Training (personal) 0% Inspection/Audit 0% Other Leisure/Personal 31.6% Other Business 2.7%

Sherman-Denison MSA Small Sample – Use with caution

Sherman-Denison, TX MSA

MSA MSA Activities Summary (Stays) Attractions (Net) 5.3% Nature (Net) 5.4% Amateur Sports (attend/participate) 5.3% Beach/Waterfront 5.4% Gambling (slots, cards, horses, etc.) 0% Camping 4.2% Nightlife (bar, nightclub, etc.) 0% Eco/Sustainable Travel 0% Culture (Net) 2.6% Outdoor Sports (Net) 2.9% Touring/Sightseeing 1.2% Boating/Sailing 1.2% Festival/Fairs (state, craft, etc.) 1.1% Fishing 1.0% Museums/Art Exhibits etc. 0.3% Hiking 0.4% Family/Life Events (Net) 41.8% General (Net) 60.4% Visit Friends/Relatives (general visit) 38.1% Shopping 43.2% Personal Special Event (Anniversary, Birthday) 6.4% Business 15.1% Holiday Celebration (Thanksgiving, July 4th, etc.) 1.9% Service/Volunteerism/Charity 12.9% Libation and Culinary (Net) 43.7% Trip Party Composition (Trip-Days) Culinary/Dining Experience 43.7% Avg. Party Size (Adults and Children) 1.94 persons Winery/Distillery/Brewery Tours 0% One Male Only 26.8% One Female Only 8.0% One Male and One Female 48.3% Two Males or Two Females 7.0%

Three or More Adults 5.6% Adult(s) with Children 4.3%

Sherman-Denison MSA Small Sample – Use with caution

Sherman-Denison, TX MSA

MSA MSA Length of Stay (Stays) Accommodation Type (Person-Days) Average Length (Incl. Days) 1.21 days Paid Accommodations 71.2% Average Length (Overnight Only) 1.84 nights Hotel/Motel 40.1% Day –Trips 75.0% High-End 5.2% 1-3 Nights 22.9% Mid-Level 34.9% 4-7 Nights 2.0% Economy 0% 8+ Nights 0.1% Other Hotel/Motel 0% Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 31.1% Air 3.0% Non-Paid Accommodations 28.8% Auto Travel (Net) 97.0% Other Overnight 0% Other Transportation (Net) 0% Bus 0% Train 0% Other 0% Distance Traveled One-Way from Home (Person-Days) Average Distance Traveled 157 miles 250 Miles or Fewer 76.8% 251-500 Miles 11.8% 500-1000 Miles 11.3% 1001 Miles or More 0.1%

Sherman-Denison MSA Small Sample – Use with caution

Sherman-Denison, TX MSA

MSA MSA

Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Avg. Per Person Per Day Spending $113.90 Transportation - Total 26.4% Transportation - Total $30.00 Transportation - Excluding Airfare 25.7% Transportation - Excluding Airfare $29.20 Transportation - Airfare 0.7% Transportation - Airfare $35.00 Transportation - Rental Car 5.9% Transportation - Rental Car $121.00 Transportation - Other 19.8% Transportation - Other $22.50 Food 22.4% Food $25.50 Lodging - Total 5.7% Lodging - Total $15.70 Lodging - Room 5.1% Lodging - Room $14.30 Lodging - Services 0.6% Lodging - Services $1.60 Shopping 42.6% Shopping $48.60 Entertainment 0.6% Entertainment $0.70 Miscellaneous 2.2% Miscellaneous $2.50

Sherman-Denison MSA Small Sample – Use with caution

Sherman-Denison, TX MSA MSA MSA

Demographic Profile (Person-Days) Average Age 49 Employment 18-34 Years 17.8% Employed 75.0% 35-49 Years 44.7% Retired 20.2% 50-64 Years 21.1% Not Employed 4.7% 65+ Years 16.5% Marital Status Average HH Income (in $1,000) $100,011 Married/Living with Partner 79.5% Under $25,000 3.3% Never Married 20.2% $25,000-$49,999 20.1% Divorced/Widowed 0.3% $50,000-$74,999 22.9% $75,000-$99,999 6.9% Children in Household $100,0000+ 46.6% Yes 6.3% No 93.7%

Sherman-Denison MSA Small Sample – Use with caution

College Station-Bryan, TX MSA

College Station-Bryan, TX MSA Executive Summary

Highlights of Visitors to the College Station-Bryan MSA

. Texans generated 79.6% of Person-Days to the College Station-Bryan, TX MSA; Non-Texans 20.4% . Top 3 Texan origin DMAs (Houston, Dallas-Fort Worth, San Antonio); Non-Texan DMAs (New York, NY, Los Angeles, CA, San Diego, CA) . Leisure travel represented 82.7% of Person-Days to the College Station-Bryan, TX MSA; Vacation 7.4% and Non-Vacation 75.2% . Business travel represented 17.3% of Person-Days to the College Station-Bryan, TX MSA; Meetings 6.1% and Transient 11.2% . Activity categories participated: Attractions 20.7%, Culture 18.5%, Family/Life Events 45.8%, Libation/Culinary 22.4%, Nature 9.1%, Outdoor Sports 9.1%, General 45.5% . Average Party Size (Adults and Children): 1.70 persons . Average Length of Stay was 1.64 days (overnight and days); 1.71 nights (overnight only). . 87.7% traveled by Auto; 9.5% by Air . Average distance traveled: 309 miles . Accommodation Type: Paid 55.0%; Non-Paid 44.3%; Other Overnight 0.7% . Average Per Person Per Day Spending: $123.90 . Average Age: 46.8 years . Average Household Income: $109,306 . Employment: Employed 78.6%, Retired 15.2%, Not Employed 6.2% . Marital Status: Married 64.6%, Never Married 24.3%, Divorced/Widowed 11.2% . Children in Household: Yes 30.5%, No 69.5%

College Station-Bryan, TX MSA Executive Summary

Volume/Share The number of Person-Stays to the College Station-BryanMSA was estimated at 4.19 million in 2016 and the volume of Person-Days was estimated at 7.19 million.

The College Station-Bryan MSA’s share of total Person-Days to Texas ranked 13 out of 26 Texas MSAs.

College Station-Bryan, TX MSA Volume (millions) College Station-Bryan, TX MSA Share of Texas Tourism

Person-Days Total Leisure Business Person-Days Total Leisure Business 2016 7.19 5.60 1.58 2016 1.1% 1.2% 0.7% 2015 7.13 5.53 1.60 2015 1.2% 1.2% 1.0% 2014 7.13 5.56 1.57 2014 1.2% 1.3% 0.9% Person-Stays Total Leisure Business 2016 4.19 3.38 0.81 2015 4.12 3.29 0.83 2014 4.04 3.25 0.79

College Station-Bryan, TX MSA

MSA MSA

Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days) In State DMAs Out-of-State DMAs Total Texans (Intrastate) 79.6% Total Non-Texans (Interstate) 20.4% Houston 30.4% New York, NY 5.4% Dallas-Fort Worth 22.1% Los Angeles, CA 3.2% San Antonio 13.4% San Diego, CA 1.9% Austin 4.0% Chicago, IL 1.8% Waco-Temple-Bryan 3.8% Tulsa, OK 1.3% Tyler-Longview (Lufkin, Nacogdoches) 3.2% Fort Myers-Naples, FL 1.1% Harlingen-Weslaco-Brownsville-McAllen 1.9% Indianapolis, IN 1.1% Amarillo 0.3% Denver, CO 0.7%

College Station-Bryan, TX MSA

MSA MSA Purpose of Stay (Person-Days) Purpose of Stay (Person-Days) Total Leisure 82.7% Total Business 17.3% Vacation 7.4% Meetings 6.1% Getaway Weekend-Overnight 6.1% Seminar/Training 4.2% Day Trip Vacation/Getaway 1.3% Convention 0.9% General Vacation-Overnight 0% Other Group Meeting 1.0% Non-Vacation 75.2% Transient 11.2% Visit Friend/Relative 40.9% Consulting/Client Service 4.4% Special Event (celebration, reunion) 16.0% Sales/Purchasing 2.3% Medical/Health Care 2.9% Construction/Repair 0.5% Convention/Show/Conference 0.4% Inspection/Audit 0.3% Seminar/Class/Training (personal) 0.2% Government/Military 0% Other Leisure/Personal 15.0% Other Business 3.8%

College Station-Bryan, TX MSA

MSA MSA Activities Summary (Stays) Attractions (Net) 20.7% Nature (Net) 9.1% Amateur Sports (attend/participate) 18.2% Parks (national/state, etc.) 7.5% Nightlife (bar, nightclub, etc.) 2.2% Beach/Waterfront 3.4% Professional Sports Event 1.6% Camping 1.4% Culture (Net) 18.5% Outdoor Sports (Net) 9.1% Museums/Art Exhibits, etc. 7.5% Golfing 4.9% Movies 5.1% Hiking 2.8% Historic Sites 4.0% Tennis 1.4% Family/Life Events (Net) 45.8% General (Net) 45.5% Visit Friends/Relatives (general visit) 36.7% Shopping 28.2% Holiday Celebration (Thanksgiving, July 4th, 3.5% Business 7.1% etc.) Personal Special Event (Anniversary, Birthday) 3.2% Service/Volunteerism/Charity 5.5% Libation and Culinary (Net) 22.4% Trip Party Composition (Trip-Days) Culinary/Dining Experience 22.2% Avg. Party Size (Adults and Children) 1.7 persons Winery/Distillery/Brewery Tours 0.3% One Male Only 38.9% One Female Only 16.3% One Male and One Female 28.2% Two Males or Two Females 3.0% Three or More Adults 5.3% Adult(s) with Children 8.3%

College Station-Bryan, TX MSA

MSA MSA Length of Stay (Stays) Accommodation Type (Person-Days) Average Length (Incl. Days) 1.64 days Paid Accommodations 55.0% Average Length (Overnight Only) 1.71 nights Hotel/Motel 35.2% Day –Trips 47.8% High-End 7.4% 1-3 Nights 46% Mid-Level 10.2% 4-7 Nights 6.0% Economy 17.1% 8+ Nights 0.1% Other Hotel/Motel 0.4% Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 19.8% Air 9.5% Non-Paid Accommodations 44.3% Auto Travel (Net) 87.7% Other Overnight 0.7% Other Transportation (Net) 2.8% Bus 2.8% Train 0% Other 0%

Distance Traveled One-Way from Home (Person-Days) Average Distance Traveled 309 miles 250 Miles or Fewer 77.6% 251-500 Miles 4.2% 500-1000 Miles 7.3% 1001 Miles or More 10.9%

College Station-Bryan, TX MSA

MSA MSA

Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Avg. Per Person Per Day Spending $123.90 Transportation - Total 31.1% Transportation - Total $38.50 Transportation - Excluding Airfare 22.4% Transportation - Excluding Airfare $27.80 Transportation - Airfare 8.7% Transportation - Airfare $106.30 Transportation - Rental Car 2.4% Transportation - Rental Car $39.30 Transportation - Other 20.0% Transportation - Other $24.80 Food 28.3% Food $35.10 Lodging - Total 11.3% Lodging - Total $36.00 Lodging - Room 11.3% Lodging - Room $36.50 Lodging - Services 0% Lodging - Services 0 Shopping 19.6% Shopping $24.30 Entertainment 6.0% Entertainment $7.40 Miscellaneous 3.4% Miscellaneous $4.30

College Station-Bryan, TX MSA

MSA MSA Demographic Profile (Person-Days) Average Age 46.8 Employment 18-34 Years 18.7% Employed 78.6% 35-49 Years 46.5% Retired 15.2% 50-64 Years 22.4% Not Employed 6.2% 65+ Years 12.4% Marital Status Average HH Income (in $1,000) $109,306 Married 64.6% Under $25,000 5.4% Never Married 24.3% $25,000-$49,999 20.5% Divorced/Widowed 11.2% $50,000-$74,999 15.7% $75,000-$99,999 7.9% Children in Household $100,0000+ 50.5% Yes 30.5% No 69.5%

Killeen-Temple-Fort Hood, TX MSA

Killeen-Temple-Fort Hood, TX MSA Executive Summary

Highlights of Visitors to the Killeen-Temple-Fort Hood MSA

. Texans generated 62.8% of Person-Days to the Killeen-Temple-Fort Hood, TX MSA; Non-Texans 37.2% . Top 3 Texan origin DMAs (Dallas-Fort Worth, Austin, Houston); Non-Texan DMAs (Nashville, TN, Albuquerque-Santa Fe, NM, Augusta, GA) . Leisure travel represented 74.5% of Person-Days to the Killeen-Temple-Fort Hood, TX MSA; Vacation 7.3% and Non-Vacation 67.2% . Business travel represented 25.5% of Person-Days to the Killeen-Temple-Fort Hood, TX MSA; Meetings 5.7% and Transient 19.8% . Activity categories participated: Attractions 11.9%, Culture 13.1%, Family/Life Events 45.0%, Libation/Culinary 6.8%, Nature 9.4%, Outdoor Sports 4.8%, General 40.7% . Average Party Size (Adults and Children): 1.64 persons . Average Length of Stay was 1.95 days (overnight and days); 2.53 nights (overnight only). . 85.0% traveled by Auto; 13.3% by Air . Average distance traveled: 457 miles . Accommodation Type: Paid 49.4%; Non-Paid 49.7%; Other Overnight 0.9% . Average Per Person Per Day Spending: $107.20 . Average Age: 42.1 years . Average Household Income: $88,490 . Employment: Employed 72.6%, Retired 14.2%, Not Employed 13.2% . Marital Status: Married 64.2%, Never Married 22.4%, Divorced/Widowed 13.4% . Children in Household: Yes 33.6%, No 66.4%

Killeen-Temple-Fort Hood, TX MSA Executive Summary

Volume/Share The number of Person-Stays to the Killeen-Temple-Fort Hood MSA was estimated at 4.29 million in 2016 and the volume of Person-Days was estimated at 8.62 million.

The Killeen-Temple-Fort Hood MSA’s share of total Person-Days to Texas ranked 11 out of 26 Texas MSAs.

Killeen-Temple-Fort Hood, TX MSA Volume Killeen-Temple-Fort Hood, TX MSA Share of (millions) Texas Tourism

Person-Days Total Leisure Business Person-Days Total Leisure Business 2016 8.62 6.19 2.42 2016 1.5% 1.5% 1.6% 2015 8.42 6.02 2.40 2015 1.6% 1.5% 1.9% 2014 7.90 5.68 2.22 2014 1.6% 1.6% 1.4% Person-Stays Total Leisure Business 2016 4.29 3.01 1.28 2015 4.15 2.82 1.33 2014 3.88 2.73 1.15

Killeen-Temple-Fort Hood, TX MSA

MSA MSA

Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days) In State DMAs Out-of-State DMAs Total Texans (Intrastate) 62.8% Total Non-Texans (Interstate) 37.2% Dallas-Fort Worth 17.7% Nashville, TN 6.3% Austin 15.5% Albuquerque-Santa Fe, NM 3.6% Houston 9.9% Augusta, GA 2.9% Harlingen-Weslaco-Brownsville-McAllen 8.3% Los Angeles, CA 2.5% Waco-Temple-Bryan 7.7% Jackson, TN 2.2% Odessa-Midland 2.0% Bangor, ME 1.9% San Antonio 1.4% Toledo, OH 1.8% Beaumont-Port Arthur 0.4% Pittsburgh, PA 1.5%

Killeen-Temple-Fort Hood, TX MSA

MSA MSA

Purpose of Stay (Person-Days) Purpose of Stay (Person-Days) Total Leisure 74.5% Total Business 25.5% Vacation 7.3% Meetings 5.7% Getaway Weekend-Overnight 6.1% Seminar/Training 4.5% General Vacation-Overnight 0.8% Convention 1.0% Day Trip Vacation/Getaway 0.4% Other Group Meeting 0.2% Non-Vacation 67.2% Transient 19.8% Visit Friend/Relative 51.4% Government/Military 9.1% Special Event (celebration, reunion) 8.5% Construction/Repair 4.0% Convention/Show/Conference 3.1% Consulting/Client Service 2.5% Medical/Health Care 1.3% Inspection/Audit 2.1% Seminar/Class/Training (personal) 1.0% Sales/Purchasing 1.6% Other Leisure/Personal 1.9% Other Business 0.6%

Killeen-Temple-Fort Hood, TX MSA

MSA MSA Activities Summary (Stays) Attractions (Net) 11.9% Nature (Net) 9.4% Nightlife (bar, nightclub, etc.) 5.9% Parks (national/state, etc.) 4.8% Amateur Sports (attend/participate) 4.4% Camping 2.9% Show: Boat, Car, Home 1.6% Wildlife Viewing (birds, whales, etc.) 2.0% Culture (Net) 13.1% Outdoor Sports (Net) 4.8% Festival/Fairs (state, craft, etc.) 4.7% Hunting 2.7% Movies 4.5% Hiking 1.4% Museums/Art Exhibits, etc. 3.5% Golfing 1.2% Family/Life Events (Net) 45.0% General (Net) 40.7% Visit Friends/Relatives (general visit) 31.6% Business 14.9% Personal Special Event (Anniversary, Birthday) 9.8% Shopping 14.5% Holiday Celebration (Thanksgiving, July 4th, Service/Volunteerism/Charity 11.9% etc.) 6.3% Libation and Culinary (Net) 6.8% Trip Party Composition (Trip-Days) Culinary/Dining Experience 6.8% Avg. Party Size (Adults and Children) 1.64 persons Winery/Distillery/Brewery Tours 0.1% One Male Only 38.2% One Female Only 19.5% One Male and One Female 23.2% Two Males or Two Females 8.2% Three or More Adults 4.1% Adult(s) with Children 6.8%

Killeen-Temple-Fort Hood, TX MSA

MSA MSA Length of Stay (Stays) Accommodation Type (Person-Days) Average Length (Incl. Days) 1.95 days Paid Accommodations 49.4% Average Length (Overnight Only) 2.53 nights Hotel/Motel 32.4% Day –Trips 52.6% High-End 5.1% 1-3 Nights 38.5% Mid-Level 16.9% 4-7 Nights 8.1% Economy 10.3% 8+ Nights 0.9% Other Hotel/Motel 0% Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 16.9% Air 13.3% Non-Paid Accommodations 49.7% Auto Travel (Net) 85% Other Overnight 0.9% Other Transportation (Net) 1.7% Bus 0.7% Train 0.4% Other 0.6%

Distance Traveled One-Way from Home (Person-Days) Average Distance Traveled 457 miles 250 Miles or Fewer 52.8% 251-500 Miles 15.4% 500-1000 Miles 17.3% 1001 Miles or More 14.5%

Killeen-Temple-Fort Hood, TX MSA

MSA MSA

Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Avg. Per Person Per Day Spending $107.20 Transportation - Total 53.6% Transportation - Total $57.40 Transportation - Excluding Airfare 32.1% Transportation - Excluding Airfare $34.40 Transportation - Airfare 21.5% Transportation - Airfare $177.40 Transportation - Rental Car 9.9% Transportation - Rental Car $51.70 Transportation - Other 22.1% Transportation - Other $23.70 Food 20.3% Food $21.80 Lodging - Total 14.3% Lodging - Total $41.80 Lodging - Room 14.3% Lodging - Room $41.90 Lodging - Services 0% Lodging - Services $0.00 Shopping 7.4% Shopping $7.90 Entertainment 3.7% Entertainment $4.00 Miscellaneous 0.7% Miscellaneous $0.70

Killeen-Temple-Fort Hood, TX MSA

MSA MSA Demographic Profile (Person-Days) Average Age 42.1 Employment 18-34 Years 40.1% Employed 72.6% 35-49 Years 23.2% Retired 14.2% 50-64 Years 23.6% Not Employed 13.2% 65+ Years 13.1% Marital Status Average HH Income (in $1,000) $88,490 Married 64.2% Under $25,000 7.9% Never Married 22.4% $25,000-$49,999 24.5% Divorced/Widowed 13.4% $50,000-$74,999 18.9% $75,000-$99,999 22.5% Children in Household $100,0000+ 26.2% Yes 33.6% No 66.4%

Waco, TX MSA

Waco, TX MSA Executive Summary

Highlights of Visitors to the Waco MSA

. Texans generated 70.0% of Person-Days to the Waco, TX MSA; Non-Texans 30.0% . Top 3 Texan origin DMAs (Dallas-Fort Worth, Houston, Austin); Non-Texan DMAs (Jacksonville, FL, Charleston-Huntington, WV, Knoxville, TN) . Leisure travel represented 66.7% of Person-Days to the Waco, TX MSA; Vacation 7.6% and Non- Vacation 59.1% . Business travel represented 33.3% of Person-Days to the Waco, TX MSA; Meetings 15.4% and Transient 17.9% . Activity categories participated: Attractions 9.6%, Culture 10.9%, Family/Life Events 23.9%, Libation/Culinary 31.1%, Nature 3.4%, Outdoor Sports 2.7%, General 33.4% . Average Party Size (Adults and Children): 1.70 persons . Average Length of Stay was 1.50 days (overnight and days); 2.03 nights (overnight only). . 93.6% traveled by Auto; 6.1% by Air . Average distance traveled: 392 miles . Accommodation Type: Paid 57.0%; Non-Paid 43.0%; Other Overnight 0% . Average Per Person Per Day Spending: $115.30 . Average Age: 49.8 years . Average Household Income: $97,203 . Employment: Employed 69.1%, Retired 23.8%, Not Employed 7.1% . Marital Status: Married 73.7%, Never Married 15.7%, Divorced/Widowed 10.6% . Children in Household: Yes 28.0%, No 72.0%

Waco, TX MSA Executive Summary

Volume/Share The number of Person-Stays to the Waco MSA was estimated at 4.35 million in 2016 and the volume of Person-Days was estimated at 6.94 million.

The Waco MSA’s share of total Person-Days to Texas ranked 14 out of 26 Texas MSAs.

Waco, TX MSA Volume (millions) Waco, TX MSA Share of Texas Tourism

Person-Days Total Leisure Business Person-Days Total Leisure Business 2016 6.94 4.28 2.66 2016 1.2% 1.1% 1.6% 2015 6.68 4.00 2.68 2015 1.2% 1.0% 2.0% 2014 6.38 3.80 2.58 2014 1.3% 1.0% 2.1% Person-Stays Total Leisure Business 2016 4.35 2.67 1.68 2015 4.17 2.46 1.71 2014 3.91 2.33 1.59

Waco, TX MSA

MSA MSA

Top Origin DMAs (Person-Days) Top Origin DMAs (Person-Days) In State DMAs Out-of-State DMAs Total Texans (Intrastate) 70.0% Total Non-Texans (Interstate) 30.0% Dallas-Fort Worth 36.2% Jacksonville, FL 5.1% Houston 11.4% Charleston-Huntington, WV 2.9% Austin 6.2% Knoxville, TN 2.8% San Antonio 5.3% Des Moines-Ames, IA 2.5% Waco-Temple-Bryan 4.1% Baltimore, MD 1.7% Wichita Falls & Lawton 4.0% Seattle-Tacoma, WA 1.3% Abilene-Sweetwater 1.0% Sioux City, IA 1.1% Tyler-Longview (Lufkin, Nacogdoches) 0.9% Honolulu, HI 1.1%

Waco, TX MSA

MSA MSA

Purpose of Stay (Person-Days) Purpose of Stay (Person-Days) Total Leisure 66.7% Total Business 33.3% Vacation 7.6% Meetings 15.4% Day Trip Vacation/Getaway 3.3% Convention 5.4% Getaway Weekend-Overnight 2.8% Seminar/Training 4.3% General Vacation-Overnight 1.5% Other Group Meeting 5.7% Non-Vacation 59.1% Transient 17.9% Visit Friend/Relative 25.8% Consulting/Client Service 7.0% Seminar/Class/Training (personal) 5.4% Construction/Repair 4.7% Special Event (celebration, reunion) 3.1% Inspection/Audit 2.4% Convention/Show/Conference 2.0% Sales/Purchasing 1.5% Medical/Health Care 0.4% Government/Military 0.2% Other Leisure/Personal 22.5% Other Business 2.1%

Waco, TX MSA

MSA MSA Activities Summary (Stays) Attractions (Net) 9.6% Nature (Net) 3.4% Amateur Sports (attend/participate) 4.7% Parks (national/state, etc.) 3.3% Zoo/Aquarium 2.6% Beach/Waterfront 0.2% Show: Boat, Car, Home 1.7% Wildlife Viewing (birds, whales, etc.) 0.1% Culture (Net) 10.9% Outdoor Sports (Net) 2.7% Museums/Art Exhibits, etc. 3.5% Fishing 2.4% Touring/Sightseeing 3.2% Golfing 2.2% Movies 2.0% Hiking 0.3% Family/Life Events (Net) 23.9% General (Net) 33.4% Visit Friends/Relatives (general visit) 19.5% Shopping 20.3% Funeral/Memorial 2.1% Business 9.8% Personal Special Event (Anniversary, Birthday) 2.0% Religious/Faith Based Conference 1.3% Libation and Culinary (Net) 31.1% Trip Party Composition (Trip-Days) Culinary/Dining Experience 31.1% Avg. Party Size (Adults and Children) 1.7 persons Winery/Distillery/Brewery Tours 0.5% One Male Only 38.3% One Female Only 17.8% One Male and One Female 25.1% Two Males or Two Females 3.2%

Three or More Adults 9.0% Adult(s) with Children 6.6%

Waco, TX MSA

MSA MSA Length of Stay (Stays) Accommodation Type (Person-Days) Average Length (Incl. Days) 1.5 days Paid Accommodations 57.0% Average Length (Overnight Only) 2.03 nights Hotel/Motel 52.3% Day –Trips 63.1% High-End 12.9% 1-3 Nights 31.9% Mid-Level 26.0% 4-7 Nights 4.5% Economy 11.9% 8+ Nights 0.5% Other Hotel/Motel 1.5% Primary Mode of Transportation (Person-Days) Non-Hotel/Motel 4.7% Air 6.1% Non-Paid Accommodations 43.0% Auto Travel (Net) 93.6% Other Overnight 0% Other Transportation (Net) 0.4% Bus 0% Train 0.3% Other 0%

Distance Traveled One-Way from Home (Person-Days) Average Distance Traveled 392 miles 250 Miles or Fewer 69.8% 251-500 Miles 2.0% 500-1000 Miles 19.6% 1001 Miles or More 8.6%

Waco, TX MSA

MSA MSA

Expenditure Summary (Person-Days) Expenditure Summary (Person-Days)

Avg. Per Person Per Day Spending $115.30 Transportation - Total 33.1% Transportation - Total $38.10 Transportation - Excluding Airfare 26.8% Transportation - Excluding Airfare $30.90 Transportation - Airfare 6.2% Transportation - Airfare $115.70 Transportation - Rental Car 6.6% Transportation - Rental Car $66.70 Transportation - Other 20.3% Transportation - Other $23.40 Food 28.3% Food $32.60 Lodging - Total 12.2% Lodging - Total $37.30 Lodging - Room 12.1% Lodging - Room $38.70 Lodging - Services 0.1% Lodging - Services $0.50 Shopping 19.5% Shopping $22.50 Entertainment 5.7% Entertainment $6.60 Miscellaneous 1.2% Miscellaneous $1.30

Waco, TX MSA MSA MSA

Demographic Profile (Person-Days) Average Age 49.8 Employment 18-34 Years 24.1% Employed 69.1% 35-49 Years 24.7% Retired 23.8% 50-64 Years 25.7% Not Employed 7.1% 65+ Years 25.5% Marital Status Average HH Income (in $1,000) $97,203 Married 73.7% Under $25,000 6.3% Never Married 15.7% $25,000-$49,999 25.2% Divorced/Widowed 10.6% $50,000-$74,999 13.6% $75,000-$99,999 11.4% Children in Household $100,0000+ 43.0% Yes 28.0% No 72.0%

Appendix

User’s Guide

Basic Units of Measure The majority of data in the report is presented in travel person "days," also referred to as "Person- Days." The use of "days" accounts for the difference in party size and travel duration between travel parties. For example, each person does not spend the same amount of time at a travel destination. One person may stay for one day while another stays for eight days, each generating different revenue and economic impacts; therefore, "Person-Days" based data captures a fuller impact of a person's travel and represents a more comprehensive understanding of the competitive destinations market. "Person-Days" includes Day-Trips of over 50 miles one-way as well as overnight trips. Overnight trips are converted to “days” by adding to the number of nights a “day” factor.

"Person-Stays" represents the measure of the travel industry for which one person accounts for one trip regardless of trip length. "Person-Stays" is used to estimate travel volume. While "Person-Stays" does not capture the full impact of a person's travel, volume in "Person-Stays" is widely used in the industry. The estimated volume therefore allows comparison with other industry sources. "Person-Stays" includes Day- Trips of over 50 miles one-way and overnight trips.

“Trip-Days” represents the number of travel days spent in the market, regardless of the number of people in the travel party, and allows trips of longer length by any particular trip party type to have a greater weight than shorter trips. This measure is used to report trip party composition.

User’s Guide

Volume/Share of Travel: The volume of travel is estimated as the number of Person-Stays as well as the number of Person-Days at a specific destination. The share of travel is the percentage of total Person-Days to Texas accounted for by a specific destination. This information is helpful in assessing the relative volume of travel to specific destinations. Designated Market Area (DMA): A DMA is geographic area defined by Nielson Media Research, Inc. for what is commonly known as a television broadcast market. Every U.S. county is one and only one DMA. The data present a list of top Texas origin DMAs as well as Non-Texas origin DMAs. Some Texas DMAs are larger than 50 miles and include out-of-state counties. This information is very useful when evaluating advertising markets. Purpose of Stay: The primary reasons for visiting a destination are outlined. Business Person-Days are divided into Group Meetings (e.g., conventions/seminars) and Transient Business (e.g. sales/consulting). Leisure Person Days are segmented into Leisure Vacation (e.g., general vacation/getaway weekend) and Leisure Non-Vacation (e.g., visiting friends and relatives/special event). They are also segmented by activities that are grouped in various categories, such as: Attractions, Outdoor Sports, Nature, Culture, and Touring. Information on purpose of stay and activities is useful in understanding travel motivations and has direct implications for advertising messages. Travel Party Composition/Length of Stay: Trip Party Composition is defined as the makeup of people in the immediate travel party. Trip Party Compositions include the following segments: adults traveling with children (families), couples (one male/one female), one male alone, one female alone, or other adult combinations. The Length of Stay is distributed into Day-Trips, short trips (1-3 nights), medium trips (4-7 nights), and long trips (8+ nights). Information obtained from Trip Party Composition and Length of Stay helps profile the traveler. Both measures are strongly related to the purpose of stay. For instance, the Transient Business person (e.g., salesperson) generally travels alone and has a shorter trip length.

User’s Guide

Expenditures: Data on expenditures represent direct spending per person per day for six expenditure categories: transportation, food/drink, entertainment, shopping, accommodations, and other miscellaneous expenditures. Expenditure information is critical in assessing the direct economic impact of visitors. Mode of Transportation/Distance Traveled: The primary modes of transportation include air, car, bus, train, van/small truck, and camper/RV. The distance traveled (one-way) from home is categorized into short distances (less than 250 miles), medium distances (251 to 500 miles; 501 to 1,000 miles), and long distances (1,001 miles or more). This information is useful in deciding on advertising vehicles and communication reach. Type of Accommodations: The proportion of Day-Trips versus one or more nights travel is shown. Lodging types are distributed into paid accommodations (i.e., hotel/motel and non-hotel/motel) and non-paid accommodations. The strength of the hotel/motel market is compared to other paid and non-paid accommodations. Demographic Profile: Visitors' age, income, and employment status are key to determining the socioeconomic profile of visitors.

Statistical References

Confidence Interval The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the population. Percentage Findings in Report or Data Tables as follows:

Sample Size At or near At or near At or near At or near At or near Total Travel for 2016 2% or 98% 5% or 95% 10% or 90% 25% or 75% 50% Total Texas 5,507 0.2% 0.4% 0.6% 0.8% 1.1% Prairies and Lakes 2,257 0.3% 0.6% 0.9% 1.3% 1.7% Region Dallas-Plano-Irving, 1,692 0.4% 0.7% 1.1% 1.5% 2.0% TX MD Fort Worth- 347 0.9% 1.6% 2.3% 3.3% 4.4% Arlington, TX MD Sherman-Denison, 11 4.9% 9.1% 13.0% 18.8% 24.7% TX MSA College Station- 65 2.0% 3.7% 5.4% 7.7% 10.2% Bryan, TX MSA Killeen-Temple- 67 2.0% 3.7% 5.3% 7.6% 10.0% Fort Hood, TX MSA Waco, TX MSA 89 1.7% 3.2% 4.6% 6.6% 8.7%

Research Methodology

DKSA’s TRAVEL PERFORMANCE/MonitorSMis a comprehensive study "Travel" is defined as either an overnight trip defined as going measuring the travel behavior of US residents. DKSA contacts 50,000 someplace, staying overnight and then returning home or as a day trip distinct U.S. households monthly and has done so since 1991. DKSA is able to defined as a place away from home and back in the same day. provide current behavior and long term trended analyses on a wide range Respondents report travel behavior for each stay of each trip; an approach of travel. that enhances reporting for specific travel events, activities and spending. DKSA data are collected using an online methodology employing A wide variety of general travel information is collected including travel KnowledgePanel®, an address based sample panel offered by Knowledge to destinations at a city level, hotel stayed in, purpose of stay and activities, Networks. The sample is drawn as a national probability sample and expenditures, mode of transportation, party composition, length of stay, returns are balanced to ensure representation of the U.S. population travel agent and group tour usage, satisfaction and value ratings, and according to the most recent U.S. Census. Key factors used for balancing demographics, including origin markets. are Origin State, Age, Income, Education, Gender, Ethnicity/race and return Several questions are asked as open-ends to ensure that the responses rates. The Knowledge Networks sample is used to create benchmark are not influenced by a pre-listed set of response categories. Each weights which are applied to surveys returned from other managed panels respondent identifies the actual destination visited with an open-end used by DKSA. response. This is particularly significant for obtaining accurate data for Both traveling and non-traveling households are surveyed each month smaller cities and counties and representing total travel. This increases time enabling DKSA to generate the best estimate of travel incidence (volume) and expense to accurately capture these responses but quality requires it. within the total U.S. population. Among those who have traveled (overnight Extensive coding lists are updated regularly to ensure that all data is in the past three months, and daytrips in the past month) details of their recorded accurately. DKSA’s Quality control committee conducts bi-monthly trip(s) are recorded for each month. This overlapping, repeating monthly meetings to review survey results and examine methods to maintain and approach boosts the observed number of trips for each travel month and improve quality control. controls for seasonality and telescoping biases.

About DKSA

D.K. Shifflet & Associates Ltd. is the leading U.S. consumer travel research firm. DKSA is located in McLean, VA and has, for the last 27 years, provided the Industry’s most complete consumer based travel data on U.S. residents and their travel worldwide. Our clients include destination marketing organizations, theme parks, credit cards, auto clubs, hotel chains and more.