Visit St. Petersburg/Clearwater 2017/18 VISITOR PROFILE

Report of Findings November 2017

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

Overview & Methodology 3

Visitor Trip Details 6

Travel Planning and Satisfaction Metrics 19

Demographic Profile 23

Point of Origin 25 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 November 2017. 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, 428 completed surveys from Pinellas County visitors were collected.

Page 3 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’ research staff at PIE airport.

Page 4 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 Destination Analysts’ research staff interviewing visitors ▪ The Dali Museum at the St. Petersburg Saturday Morning Market. ▪ Wyndham Grand Clearwater Beach

Page 5 VISITOR TRIP DETAILS

Page 6 Primary Reason for Visit / Lodging Type

In November 2017, a large majority of visitors came to the St. Pete/Clearwater Just under half of visitors surveyed in November 2017 stayed overnight in a St. area primarily for leisure. Six-in-ten visitors characterized the purpose of their trip Pete/ Clearwater area hotel, resort or motel during their trip (47.9%). This is down as a “vacation” (59.5%). slightly compared to findings in October at 51.4 percent.

Chart: Primary Reason for Visit Chart: Type of Lodging

Vacation 59.5% Hotel, resort or motel in SPC 47.9% Visit friends or family 17.8% Hotel, resort or motel outside SPC 1.4% Wedding 5.9% Home share rental in SPC 1.4% Other personal reasons 5.2% Home share rental outside SPC 0.0% Weekend getaway 5.2% Condo/vacation home in SPC 14.3% Attend special event or concert 2.5% Condo/vacation home outside SPC 1.2% Business 1.7% Private residence in SPC 15.4% On or pre/post a cruise 1.0% Private residence outside SPC 4.2% Conference/tradeshow 0.7% Campground in SPC 0.0% Honeymoon 0.5% RV/Trailer park in SPC 0.5% Government business/travel 0.0% Other lodging outside SPC 0.2% Attend sports event/tournament 0.0% Just passing through 1.6% Regional Resident on Day Trip 11.9% 0% 20% 40% 60% 80% 0% 20% 40% 60%

Question: What is your primary reason for visiting the St. Pete/Clearwater Area? (Select one) Question: Where are you staying overnight on this trip to the St. Pete/Clearwater area? (Select one) Base: All Respondents. 405 responses. Base: All Respondents. 428 responses.

Page 7 Days & Nights in St. Pete/Clearwater

The average St. Pete/Clearwater area visitor surveyed in November 2017 stayed 7.2 days and 6.6 nights in the destination. This is up from findings in October at 6.0 days and 5.3 nights, on average.

Chart: Days in Market Chart: Nights in Market

10 or more 15.5% 10 or more 11.9% 9 2.1% 9 3.8% 8 11.0% 8 2.3% 7 7 12.6% 12.2% 6 14.0% 6 7.3% 5 8.1% 5 12.9% 4 13.4% 4 16.5% 3 18.6% 3 9.2% 2 10.5%

2 3.7% Mean Days = 7.2 1 4.7% Mean Nights = 6.6 1 9.2% 0 0.6%

0% 5% 10% 15% 20% 0% 5% 10% 15% 20%

Question: How many total days and nights did you, or will you, stay in the St. Question: How many total days and nights did you, or will you, stay in the St. Petersburg/Clearwater area on this trip? Petersburg/Clearwater area on this trip? Base: All Respondents. 381 responses. Base: All Respondents. 381 responses.

Page 8 Method of Arrival & Departure / Arrival Airport

November visitors primarily arrived and departed from the St. Pete/Clearwater Visitors who arrived into the area by airline primarily flew into the PIE airport area by car, using either a personal vehicle (38.3% and 36.3%, respectively) or rental (48.1%) or the Tampa International Airport (41.7%). vehicle (33.1% and 30.0%. respectively). Nearly half arrived by airline (48.4%).

Chart: Method of Arrival and Departure Chart: Airport of Arrival

48.4% Airline 26.7% 38.3% St. Pete-Clearwater Int’l 48.1% Personal vehicle 36.3% 33.1% Tampa Int’l. 41.7% Rental vehicle 30.0% 4.5% Rideshare (Uber, Lyft, etc.) 4.4% Orlando Int’l. 7.8% Taxi or limo 1.2% 0.2% Miami Int’l. 1.0% 0.5% Public bus 0.5% 0.2% Ft. Lauderdale Int’l. 0.5% Tour bus 0.2% 0.2% RV 0.2% SW Fl Int’l. (Ft. Myers) 0.5% Train 0.0% 0.0% Sanford Int’l 0.5% 1.6% Other 1.9% 0% 20% 40% 60% 0% 20% 40% 60%

Question: How did you arrive into the St. Pete/Clearwater area and how will you leave? (Select all Question: At which airport did you arrive into the area? (Select one)? that apply) Base: All Respondents. 426 responses. Base: Respondents who arrived by Airline. 206 responses.

Page 9 Rental Vehicle Pick-Up City / Transportation Used In-Market

Visitors who arrived into the St. Pete/Clearwater area by rental car primarily Driving a rental (44.8%) or personal vehicle (44.3%) was the most utilized form of rented their vehicle in nearby Tampa (54.0%). 28.3 percent of this group rented transportation in the area amongst visitors surveyed. 14.8 percent also used a ride- their car in the St. Pete/Clearwater area. sharing service such as Uber or Lyft during their trip.

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

Tampa 54.0% Rental vehicle 44.8% Personal vehicle 44.3% St. Petersburg/Clearwater area 28.3% Uber, Lyft, etc. 14.8% Orlando 12.8% Free Beach Rides 9.7% Public bus 4.6% Miami 1.6% Boat 3.1% Fort Lauderdale 1.1% Taxi or limo 1.9% Bicycle 1.5% Ft. Myers 1.1% Tour bus 0.7% Outside of 0.5% Motorcycle 0.7% Sanford 0.5% RV 0.0% 0% 20% 40% 60% 0% 20% 40% 60%

Question: Which modes of transportation did you, or will you, use while in the St. Question: In which city did you rent your rental vehicle? (Select one) Petersburg/Clearwater area? (Select all that apply) Base: Respondents who arrived in the area by rental car. 187 responses. Base: All Respondents. 413 responses.

Page 10 Travel Party Composition / Travel Party Size

Half of visitors surveyed in November were traveling with one other person (51.8%) The typical travel group to the St. Pete/Clearwater area was comprised of 6.0 people. while 33.5 percent were traveling with their immediate family. 8.7 percent of In total, 16.2 percent of travel groups surveyed included children under age 18. visitors were traveling alone on their trip to the St. Pete/Clearwater area.

Chart: Travel Party Composition Chart: Travel Party Size

Solo 8.7% Mean Couple 51.8% Male adults (18 yrs. +) 1.3

Immediate Family 33.5% Female adults (18 yrs. +) 1.5 Extended Family 2.6% Male children (0 to 17 yrs.) 1.3 Group of Couples 2.8% Female children (0 to 17 yrs.) 1.4 Group of Friends 8.0% Average Travel Party Size 5.5 Tour Group 0.5% Business Associates 1.6% Percent with children in party 16.2%

0% 20% 40% 60%

Question: Which best describes your travel group on this trip? Are you…? (Select all that apply) Question: How many people of each type are in your immediate travel party, including yourself? Base: All Respondents. 427 responses. Base: All Respondents. 426 responses.

Page 11 Important Factors to Destination Decision

Beaches that suit travelers’ tastes (51.7%) and good weather (45.9%--up from Chart: Important to Decision to Visit 24.3% in October) were the most common factors motivating visitors to take a Beaches that suit my tastes 51.7% trip to the St. Pete/Clearwater area in November. Beyond beaches and weather, Weather 45.9% Friends or family in the area 31.8% respondents were also inspired to visit because of friends or family in the area Overall ambiance & atmosphere 25.1% Restaurants, cuisine, food scene (31.8%--up from 16.0% in October), the overall ambiance and atmosphere of the 17.9% Attractions in the area 13.2% destination (25.1%) and/or restaurants (17.9%). Appealing hotels/resorts 13.2% Shopping opportunities 8.4% Scenic beauty 8.4% The area is family-friendly 8.1% Easy to get to 7.2% Good deal on airfare 6.2% Good hotel rate 6.0% The St.Pete/Clearwater area is romantic 5.0% Arts & cultural offerings 5.0% Outdoor recreational opportunities 4.5% A specific attraction 4.3% Recommendation from people I know 3.3% Advertisements for the area 3.1% The area’s unique culture 1.9% Sports or sporting events 1.9% Fishing opportunities 1.9% Special event(s) and/or festival(s) 1.4% Golf 1.4% Breweries/Distilleries/Craft beer scene 1.4% Lifelong desire to visit 1.2% Articles, features, etc. about the area 0.5% 0% 20% 40% 60% 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. 418 responses. (% of respondents)

Page 12 Trip Activities

Chart: Trip Activities Similar to findings in October, November visitors most commonly dined in restaurants, went to the beach and shopped while in the St. Pete/Clearwater Dining in restaurants 79.0% area. Survey respondents were presented with a list of activities and asked which Visit the beach 72.9% Shopping 54.9% they had participated in during their time in the area. Of the activities tested, Bars/Nightlife 30.1% Swimming 25.0% dining in restaurants (79.0%) and going to the beach (72.9%) were the top Visit friends or family 20.1% activities visitors participated in while in the destination. These were followed by Visit museums 12.6% Attend a festival or special event 12.6% shopping (54.9%), bars/nightlife (30.1%), swimming (25.0%) and visiting friends or Other boating 10.0% Visit breweries and/or distilleries 5.8% family in the area (20.1%). Shelling 5.1% Golf 4.4% Jet skiing 3.7% Fishing 3.3% Bird watching 2.8% Take a dining cruise 2.3% Photography 2.1% Guided tour 2.1% Biking 2.1% Attend or participate in a sporting event 2.1% Paddle boarding 1.6% Parasailing 0.9% Kayaking/Canoeing 0.5% Sailing 0.0% Baseball Spring Training 0.0% 0% 20% 40% 60% 80% 100% 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. 428 responses. (% of respondents)

Page 13 First-Time Visit to Florida / Previous Visitation to St. Pete/Clearwater

A majority of St. Pete/Clearwater visitors surveyed in November had visited Florida In total, 23.8 percent of visitors surveyed in November were first-time visitors to before; 7.7 percent were on their first visit to the state. the St. Pete/Clearwater area. The average visitor in November had taken 9.6 trips to the area previously.

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

Yes, 7.7% More than 10 visits, First-time 30.2% Visitors, 23.8% Mean # of past trips = 9.6

1-10 Previous No, 92.3% Visits, 46.1%

Question: Is this your first visit to Florida? Question: Prior to this visit, how many times have you been to the St. Petersburg/Clearwater area? Base: All Respondents. 427 responses. Base: All Respondents. 421 responses.

Page 14 Attractions Visited / Communities Visited

The Dali Art Museum and Tarpon Springs were the top attractions visited Of the 19 communities tested, half of visitors surveyed went to Clearwater Beach. In amongst visitors surveyed in November. addition, 45.6 percent visited Madeira Beach and 35.5 percent visited Treasure Island.

Chart: Attractions Visited Chart: Communities Visited

Dali Art Museum 10.1% Clearwater Beach 50.0% Tarpon Springs 6.6% Madeira Beach 45.6% Orlando area Theme Parks 5.6% Treasure Island 35.5% Clearwater Marine Aquarium 5.6% St. Petersburg 29.2% St. Pete Beach Busch Gardens 3.3% 25.9% Clearwater 14.3% Ft. Desoto Park 2.8% Indian Shores & Indian Rocks Beach 8.9% Kennedy Space Center 1.2% Tarpon Springs 5.6% in Tampa 1.2% Dunedin 4.9% Florida Botanical Gardens 0.7% Pass-A-Grille Beach 4.7% Caladesi Island 0.7% Largo 4.7% Tampa Bay Rays game/Tropicana Field 0.2% North Redington Beach/Redington Shores 4.0% Heritage Village 0.2% Gulfport 3.3% Brooker Creek Preserve 0.2% Palm Harbor 3.0% Adventure Island 0.2% Seminole 2.1% Weedon Island Preserve 0.0% Pinellas Park 1.9% Sunken Gardens 0.0% Safety Harbor 0.9% Other 2.1% Oldsmar 0.7% NONE OF THESE 67.1% Tierra Verde 0.2% 0% 20% 40% 60% 80% 0% 20% 40% 60%

Question: Which of these attractions did you (or will you) visit while on this trip? (Select all that Question: Which of the following communities in the St. Pete/Clearwater area did you visit? (Show list. apply) Base: All Respondents. 425 responses. Select all that apply) Base: All Respondents. 428 responses.

Page 15 Other Destinations Visited / Daily Spending In-Market

Tampa, Sarasota and Orlando were the top Florida destinations respondents visited Visiting travel parties spent an average of $320.65 in the St. Pete/Clearwater area as part of their St. Pete/Clearwater trip. A majority of visitors however reported that per trip day in November. the St. Pete/Clearwater area was the only destination visited on their trip (70.6%).

Chart: Other Destinations Visited on St. Pete/Clearwater Trip Chart: Per Day Travel Party Spending

Tampa 14.3% Sarasota Area 6.3% Hotel/motel/inn/lodging $128.00 Orlando/Disney 6.3% Florida Keys 1.4% Restaurants $94.49 Miami 1.2% Kennedy/Space Coast/Cocoa/Melbourne 1.2% Ft. Myers/SW Florida 1.2% Retail store purchases $47.32 Ft. Lauderdale/Palm Beach 0.9% Jax/St. Augustine 0.7% Other Entertainment & sightseeing $17.30 Mean Travel Party Daytona 0.7% Spending = $320.65 Everglades 0.5% Crystal River 0.5% Car rental (in area only) $10.69 Avg # of People Covered by Panhandle 0.2% Spending = 2.6 Gas, parking and local Tallahassee 0.0% $7.57 Sebring 0.0% transportation Mean Spending per Ocala/Gainesville 0.0% Person = $123.33 Lakeland/ Haven 0.0% Other $15.28 NONE— SPC was my only destination on this trip 70.6% $0 $50 $100 $150 0% 20% 40% 60% 80%

Question: Approximately how much will you spend on each of the following while in the St. Question: Which of these other destinations did you visit while on this trip? (Show list. Select all Petersburg/Clearwater area? Base: All Respondents. 350 responses. that apply) Base: All Respondents. 428 responses.

Page 16 Most Liked Aspect / Feelings in St. Pete-Clearwater

The St. Pete/Clearwater area’s beaches, ocean and tropical climate were the most Visitors most often felt calm/relaxed and happy while they were in the destination. liked aspects of the destination amongst visitors surveyed.

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

The Beaches & Ocean 35.3% Calm/Relaxed 49.2% Tropical Climate 23.7% Friendly People 7.9% Happy 21.4% Relaxed yet Modern Atmosphere 7.7% Amazing 12.3% Scenic Beauty 5.4% Variety of Fun Activities 4.0% Comfortable 6.0% Family Friendly 3.0% Fine/Good 4.3% Accessible & Convenient 2.7% Energized/Excited 2.7% Restaurants and Bars 2.5% Tourist Attractions (museum, aquarium) 2.5% Welcomed 1.7% Clean 2.5% Refreshed 1.2% Everything 1.2% Shopping 1.0% Safe 0.7% Location 0.7% Negative feelings 0.5%

0% 10% 20% 30% 40% 0% 20% 40% 60%

Question: What do you like most about the St. Petersburg/Clearwater area? Question: What one word or phrase best describes how you feel in the St. Petersburg/Clearwater Base: All Respondents. 405 responses. area? Base: Respondents. 415 responses.

Page 17 Attractions or Services that Would Enhance the Destination Experience

A majority of visitors surveyed feel the St. Pete/Clearwater area does not need any additional attractions or services to enhance the visitor experience.

Chart: Additional Attractions or Services (Unaided)

It needs no improvement 69.9% 5.4% More Public Transportation Options 3.9% 2.9% Tourist Information 2.5% 2.5% Restaurant Diversity 2.5% 2.2% More public restrooms 1.4% 1.4% More Cultural Activities 1.1% 1.1% More Shopping 0.7% 0.7% Finish the Pier 0.7% 0.7% Clean it up 0.4% 0% 20% 40% 60% 80%

Question: In your opinion, what services or additional attractions would most enhance your experience in the St. Petersburg/Clearwater Area? Base: All Respondents. 279 responses.

Page 18 TRAVEL PLANNING AND SATISFACTION METRICS

Page 19 When Decision to Visit was Made / Travel Planning Resources Used

On average, respondents made the decision to visit the St. Pete/Clearwater area The most utilized trip planning resource prior to arrival was online travel agencies 133.7 days (4.5 months) in advance of their trip. (45.1%) while the most utilized in-market was user-generated content/reviews websites (25.0%).

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

Used Before Used In Arrival Market Online travel agencies (Expedia, Travelocity, etc.) 45.1% 2.8% User-generated content/Review websites, such as Yelp and TripAdvisor 40.0% 25.0% Opinions of friends or relatives 17.3% 14.5% Social Media content 16.1% 18.0% Official St. Petersburg/Clearwater area tourism website, 133.7 Days www.VisitStPeteClearwater.com 4.9% 10.0% YouTube or other online videos 1.9% 1.6% In advance Official Visit St. Pete/Clearwater Destination Magazine 1.6% 1.2% Travel guides, brochures 1.6% 13.1% Travel agency (traditional, offline) 0.9% 0.2% Lifestyle or travel magazines 0.5% 1.9% Newspaper travel section 0.5% 0.5% Television programming 0.2% 0.5% Radio programming 0.0% 0.0%

Question: Approximately how many days before you arrived did you make the decision to visit the Question: Which of the following resources did you use to plan your trip to the St. St. Petersburg/Clearwater area for this trip? Base: All Respondents. 421 responses. 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. 428 responses.

Page 20 Experience Satisfaction / Earned & Paid Media Recall

The St. Pete/Clearwater area appears to provide a highly satisfactory experience. In total, 27.6 percent of November visitors surveyed recalled reading, seeing or Nearly all visitors surveyed (96.7%) said they were “satisfied” (8.9%) or “very hearing paid or earned media for the St. Pete/Clearwater area in the past six satisfied” (87.8%) with their experience in the destination. months (up slightly compared to findings in October at 24.5%).

Chart: Overall Satisfaction Chart: Media Recall

Maybe/Not Very satisfied 87.8% sure, 8.2%

Satisfied 8.9% Yes, 27.6%

Neutral—neither satisfied nor 3.3% unsatisfied

Unsatisfied 0.0%

Very unsatisfied 0.0% No, 64.2%

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

Question: How satisfied are you with your experience in the St. Petersburg/Clearwater area on this Question: In the last six months, have you seen, read, or heard any travel stories, advertising, or trip? (Select one) Base: All Respondents. 427 responses. promotions for the St. Petersburg/Clearwater area? Base: All Respondents. 427 responses.

Page 21 Likelihood to Recommend / Likelihood to Return

Indicative of a highly satisfactory visitor experience, respondents rated their Further illustrating strong satisfaction with the visitor experience in the St. likelihood to recommend the St. Pete/Clearwater area to other travelers as a 9.5 on Pete/Clearwater area, visitors reported a high likelihood to take another trip to the a 10-point scale, on average. destination in the future—rating their likelihood to return as a 9.2 on a 10-point scale, on average.

Chart: Likelihood to Recommend St. Pete/Clearwater Area out of 10 Chart: Likelihood to Return

9.5/10 9.3/10

Question: How likely are you to recommend the St. Petersburg/Clearwater area as a place to visit Question: How likely are you to return to the St. Petersburg/Clearwater area? Please use a 10-point to other travelers? Please use a 10-point scale where 1 represents “Definitely will NOT scale where 1 represents “Definitely will NOT return” and 10 represents “Certain to return.” recommend” and 10 represents “Certain to recommend.” Base: All Respondents. 424 responses. Base: All Respondents. 423 responses.

Page 22 DEMOGRAPHIC PROFILE

Page 23 Demographic Profile

The following presents the demographic profile for all respondents surveyed in October 2017.

Mean age – 52.9 Female – 47.7% Male – 44.8%

Married/partnered – 71.4% Mean household income – $92,043 Has children under 18 – 9.0%

Ethnicity Caucasian – 86.1% Heterosexual - 87.3% Latino/Hispanic – 4.0% LGBTQ - 2.6% Black/African-American – 2.8% Asian/Pacific Islander – 0.7%

Page 24 Point Of Origin

In total, 18.1 percent of survey respondents were In total, 78.6 percent of all domestic survey The top domestic visitor markets represented in the sample international residents with top visitation from the respondents were out-of-state residents—up from are Tampa (8.7%), Sarasota-Bradenton (7.7%) and Canada. International visitation was up in November 68.0 percent in October. Columbus, OH (3.8%). compared to findings in October at 14.6 percent.

Chart: Country of Origin Chart: State of Origin Chart: MSA of Origin

Florida 21.4% Tampa, FL 8.7% 81.9% Ohio 15.0% Sarasota-Bradenton, FL 7.7% New York 7.3% Canada 9.8% Illinois 5.9% Columbus, OH 3.8% Pennsylvania 5.5% Hamilton-Middletown, OH 3.3% United Kingdom 3.3% Michigan 3.6% Chicago, IL 2.7% Tennessee 3.6% Germany Hartford, CT 1.4% Wisconsin 3.6% 2.7% Indiana 3.2% Cleveland, OH 2.2% France 0.5% New Jersey 3.2% Detroit, MI 2.2% Connecticut 2.3% Other Orlando,FL 2.2% 3.3% Kentucky 2.3% Virginia 2.3% Toledo,OH 2.2% 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 0% 5% 10% 15% 20%

Question: In what country do you reside? Question: What is your zip/postal code? Question: What is your zip/postal code? Base: All Respondents. 430 responses. Base: Domestic respondents. 220 responses. Base: Domestic respondents. 220 responses.

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