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Thursday 1030 Beyond the Arrivals 3

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Thursday 1030 Beyond the Arrivals 3 Beyond the Arrival: Applying Location Data for Destination Development and Advocacy Christine Cramer Director of Market Analysis & Research Before we continue… Please do not take or share screenshots/photos of this presentation. Thank you! BRIEF BACKGROUND Budget Under Attack 4 Hotel Inventory Growth Overview • Current* • By 2019 Austin Market: ~39,000 (39,260) Austin Market: 40,655 Austin CBD: ~10,000 (10,220) Austin CBD: 11,578 • By 2018 • By 2020 Austin Market: 39,758 Austin Market: 42,400 Austin CBD: 10,734 Austin CBD: 12,333 *Current supply as of April 2018 Total supply growth, 2015-2020: +36% Market; +90% Downtown 5 The Austin Convention Center is currently the 48th largest in the nation 6 7 Declaring a prom queen without a ballot… ● Community and city government opposition to convention center expansion ● The fight for funding ● What is the top tourist attraction in Austin? Claims with no proof ● Demonstrate importance of convention center relative to destination ● Identify the Austin “traveler DNA” Arrivalist Methodology & Radius Definition Arrival Radius Definition • Arrival Zone is defined by the city of Austin, TX. • Any arrival reported must satisfy these 4 criteria: • Device must reside outside the city of Austin • Travel more than 50 miles from their home destination • Arrive within Austin city limits • Spend at least 2 hours in Austin • Only Primary trips are captured in the visitation reports • Both primary and secondary trips are captured in the POI reports CONFIDENTIAL What can we learn from this data? • Which attractions were most visited during a trip? • How long did they stay in market? • Which events inspired more length of stay in market? • When do travelers visit Austin? • How did the visitor move through the market? • What are the top origin markets (city, DMA, state)? • How does the top markets change seasonally? • How much influence did Visit Austin’s digital media have on their travel plan? • Which media sequence influenced more incremental visitors to the city? • What was the latency between first media impressions and subsequent arrival in market? CONFIDENTIAL Austin A3 Insights Out-of-State visitors to Austin Convention Center spend an extra night in Austin Points-of-Interest Avg. Time in Austin Downtown/Warehouse District 2 days, 11 Hours 6th Street 2 days, 12 hours South Congress 2 days, 15 hours South First and South Lamar 2 days, 19 hours The Domain 2 days, 9 hours Market District 2 days, 17 hours Rainey Street 2 days, 18 hours East Austin 2 days, 18 hours Red River District 2 days, 5 hours Austin Convention Center 3 days, 2 hours Lake Travis 2 days, 8 hours Texas State Capitol 2 days, 11 hours Zilker Park 2 days, 11 hours Circuit of the Americas 1 day, 6 hours Darrell K Royal‚ Texas Memorial Stadium 2 days, 2 hours Date Range: 1/1/2017–3/21/2018 CONFIDENTIAL The Convention Center has had a major impact on visitors who stay in Austin for at least 4 nights Daily Visitors to Austin, TX – Minimum 4 nights Texas Computer 5. 0% American Education 4. 5% Meteorological Association Society 4. 0% American 3. 5% Association of Advancement of 3. 0% Sciences 2. 5% 2. 0% 1. 5% 1. 0% 0. 5% % of Visitors (minimum 4 nights in Austin) in nights 4 (minimum Visitors of % 0. 0% 1/1/18 1/6/18 1/11/18 1/16/18 1/21/18 1/26/18 1/31/18 2/5/18 2/10/18 2/15/18 2/20/18 2/25/18 Date Range: 1/1/2018–2/28/2018 CONFIDENTIAL Overlap between Downtown & Convention Visitors Date Range: 1/1/2017–2/15/2018 CONFIDENTIAL POI Sequences Travel Sequence of an Austin Visitor [January 2018] Home Town Home State Baltimore MD Bristow VA Chattanooga TN ClarksBurg MD CorDova TN Myrtle Beach SC Omaha NE Raleigh NC Rochester NY Vass NC Jan 1 Jan 3 Jan 5 Jan 7 Jan 9 Jan 11 Jan 13 Jan 15 Jan 17 Jan 19 Jan 21 Jan 23 Date Range: 1/1/2017–2/15/2018 CONFIDENTIAL POI Sequences CONFIDENTIAL CASE STUDY: Urban Planning City Partner Insights: Convention Center Cross Visitation Repeat Out-Of-State Visits from Convention Center attendees over a 1-year period (who visited other places upon their return) 7.1% Always-On Visitation Analysis/Verification Independent Attribution Measurement Trusted Destination Partner MAJOR EVENTS IMPACT ON VISITATION POI RANK BY LIFETIME (Control Group) 21 ARRIVALS TO ZILKER PARK -DATE RANGE: OCT 1-31, 2017 22 ARRIVALS TO AUSTIIN CONVENTION CENTER - DATE RANGE: MARCH 1-31, 2017 23 POI RANK, EXCLUDING SOUTH BY SOUTHWEST Trips by Points of Interest (All Origin Markets; Lifetime, Excluding SXSW) POI LOS* MKT LOS* Location Trips (Hours) (Days) Downtown/Warehouse District 62082 9.7 1.8 6th Street 43765 5.5 1.8 The Domain 31278 6.7 1.6 South Congress 28640 3.1 1.9 South First and South Lamar 23698 3.6 2.0 Market District 23137 3.5 1.9 East Austin 16027 4.7 1.9 Texas State Capitol 15994 3.0 1.3 Rainey Street 14988 3.1 2.2 Lake Travis 14594 6.7 1.4 Red River District 11335 9.8 1.6 Zilker Park 9171 3.0 1.8 Darrell K Royal Texas Memorial Stadium 8032 2.9 1.3 Austin Convention Center (MKT LOS - #1) 7176 8.1 2.3 Circuit of the Americas 4956 8.9 1.4 24 POI RANK, ADDING BACK SXSW Trips by Points of Interest (All Origin Markets; Lifetime - Jan 2017 to present) POI LOS* MKT LOS* Location Trips (Hours) (Days) Downtown/Warehouse District 67038 9.5 1.9 6th Street 48049 5.4 1.8 The Domain 33694 6.6 1.6 South Congress 31004 3.1 1.9 South First and South Lamar 25551 3.6 2.0 Market District 25028 3.4 1.9 East Austin 17928 4.8 2.0 Texas State Capitol 17492 3.0 1.3 Rainey Street 16391 3.2 2.2 Lake Travis 15909 7.1 1.4 Red River District 12481 9.5 1.7 Zilker Park 9714 5.8 1.9 Austin Convention Center (MKT LOS - #1) 8292 7.2 2.4 +13% Darrell K Royal Texas Memorial Stadium 8063 3.2 1.1 Circuit of the Americas 5024 8.8 1.3 25 POI RANK, EXCLUDING AUSTIN CITY LIMITS MUSIC FESTIVAL Trips by Points of Interest (All Origin Markets; Lifetime, Excluding ACL Fest) POI LOS* MKT LOS* Location Trips (Hours) (Days) Downtown/Warehouse District 63118 9.4 1.8 6th Street 45522 5.4 1.8 The Domain 31988 6.6 1.5 South Congress 29280 3.1 1.9 South First and South Lamar 23817 3.6 1.9 Market District 23514 3.4 1.9 East Austin 17076 4.8 2.0 Texas State Capitol 16889 3.0 1.3 Rainey Street 15513 3.2 2.1 Lake Travis 15075 7.1 1.4 Red River District 11811 9.5 1.7 Austin Convention Center 7921 7.1 2.4 Darrell K Royal Texas Memorial Stadium 6961 3.2 1.1 Circuit of the Americas 5001 8.7 1.2 Zilker Park (MKT LOS - #10) 4845 1.5 1.7 26 POI RANK, ADDING BACK ACL FEST Trips by Points of Interest (All Origin Markets; Lifetime - Jan 2017 to present) POI LOS* MKT LOS* Location Trips (Hours) (Days) Downtown/Warehouse District 67038 9.5 1.9 6th Street 48049 5.4 1.8 The Domain 33694 6.6 1.6 South Congress 31004 3.1 1.9 South First and South Lamar 25551 3.6 2.0 Market District 25028 3.4 1.9 East Austin 17928 4.8 2.0 Texas State Capitol 17492 3.0 1.3 Rainey Street 16391 3.2 2.2 Lake Travis 15909 7.1 1.4 Red River District 12481 9.5 1.7 Zilker Park (MKT LOS - #6) 9714 5.8 1.9 +101% Austin Convention Center 8292 7.2 2.4 Darrell K Royal Texas Memorial Stadium 8063 3.2 1.1 Circuit of the Americas 5024 8.8 1.3 27 NEXT STEPS Arrivalist Austin Data: Chapter 2 ● Add 25 POIs to the Austin platform *Suspected low visitation sites *Major hotels ● Local device analysis: a true look at local vs out-of-market visitation 29 THANK YOU!.
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