Charlotte County 2013 Summer Tourism Presented to: Charlotte Harbor Visitor and Convention Bureau...

Charlotte County2013 Summer Tourism

Presented to:Charlotte HarborVisitor and Convention BureauResearch Data Services, Inc.December 5, 2013

Research Data Services, Inc. 12.05.13

Methodology


Visitor Profile ResearchData drawn from:

Face-to-Face SurveysPost Visitation Email Surveys

Reporting:Summer Season 2013

Sample distribution:266 West County Visitor Surveys499 Potential Visitor Surveys


Visitor Profile ResearchReporting Topics:

Destination Branding and AttractorsSources of Travel InformationInternet Usage for TravelIncidence of First Time VisitsTransportation ModesPurpose of TripParty Size, Composition, Length of StayTravel BudgetVisitor Demographics


Visitation Trend ResearchData drawn from:

Inquiry Zip Codes

Visitor Profile Survey

Reporting:

Summer Season 2013


Flow of Visitor ExpendituresSTARTFINISH

Outflow of Funds

Inflow of Revenues

Visitors Pay Taxes

To the Board of County

Commissioners

Which uses them to promote tourist

development programs and/or to

support facilities

That bring visitors to the

County

Visitors spend $ in the Community

These expenditures

create income, jobs, and support infrastructure in the Community

Benefits Community tax

payers and reduce tax burden


Summer SeasonApril – September 2013


Key Visitor Metrics (Apr. – Sep. 2013)(Overnight Visitors Staying in Charlotte County Commercial Lodgings)

•154,700 people

Estimated Number of

Visitors

•$112,262,700

Estimated Direct

Expenditures

•$171,200,600

Total Economic Impact


Key Visitor Metrics (Apr. – Sep. 2013)(Overnight Visitors Staying in Charlotte County Commercial Lodgings)

•2.9 peopleAverage

Immediate Party Size

•6.3 nightsAverage Length

of Stay in Charlotte

•$2,104.47Average Party Budget


Visitor Origin Distribution (Apr. – Sep. 2013)

50.6

5.612.5

13.0

3.0

10.54.8

FloridaSoutheastNortheastMidwestCanadaEuropeOther U.S.


Top Domestic DMA’s(Apr. – Sep. 2013)

Rank Order

Tampa/St. Petersburg 1

Sarasota 2

Greater Orlando Area 3

Ft. Myers/Naples 4

West Palm Beach 5

New York 6

Cleveland 7

Philadelphia 8

Pittsburgh 9

Chicago 10


Charlotte County

Occupancy ADR

2012 2013 2012 2013April 47.4% 49.2% $76.65 $78.81

May 45.2 44.2 68.88 73.36

June 40.8 46.9 68.18 73.41

July 40.6 40.5 67.68 71.26

August 38.3 43.0 68.94 72.12

September 36.7 40.0 68.58 73.01

Apr. - Sep. Average 41.5% 44.0% $69.82 $73.66

Smith Travel Research Occupancy


Destination Choice Factors(Multiple Response)

West CharlotteVisitors

Previous Visit 31.7%

Friends/Family in Area 14.5

Gulf/Beach 13.8

Close to Home/Convenient 12.2

Quiet/Tranquil/Laid Back 9.8

Recommendation/Word of Mouth 8.1

Not Congested/Unspoiled 6.5


Purpose of Trip(Multiple Response)


Vacation/Getaway 94.7%

To Visit with Friends/Family 24.2

Family Events 10.4

A Fishing Trip 10.3

A Boating Trip 7.2


Types of Websites Consulted for Travel Information (Multiple Response)


Destination Sites 46.2%

Hotel Websites 43.3

Airline Websites 39.5

Review/Rating Sites (i.e., Trip Advisor, Yelp, etc.) 37.8

Booking Sites (i.e., Travelocity, Expedia, etc.) 36.3

Restaurant Websites 35.7

Mapping Sites (i.e., Map Quest, Google Maps, etc.) 33.9

Rental Car Websites 27.3

Social Networking Sites (i.e., Facebook, Twitter, Pinterest, etc.)

17.2

Daily Deal/Coupon Sites (i.e., Groupon, Living Social, etc.)

16.2


Booked on the Internet for Trip (Prompted)

51.448.6

Yes No/Don't Know


Charlotte Messaging

•39.1%Seen/Read/

Heard Charlotte Message

•76.0%Influenced

(Base: Resp. who saw/read/heard

msg.)


How Visitors Travel to Charlotte

Personal Car Fly Rental Car0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

67.3

31.525.8

West Charlotte Visitors


Airports Deplaned (Visitors who flew)

Tampa Intl SW FL (RSW) Orlando/ Sanford Intl

Miami Intl0.05.0

10.015.020.025.030.035.040.045.050.0 45.6

22.6

11.87.8

West Charlotte Vis...


Repeat Charlotte County Visitation

West Charlotte Visitors0

102030405060708090

100

27.6

72.4

First Time Repeat

2.7% of visitors are

visiting Florida for the first

time.


How First Learn About Charlotte (Multiple Response)


Recommendation 57.0%

Internet 35.9

Magazine/News Story

11.9

Brochure/Visitor Guide

12.3


Party Composition (Multiple Response)

Family Couple With Friends

Group of Couples

Single0.0

10.0

20.0

30.0

40.0

50.0

60.0 55.4

43.6

10.47.3 6.5

West Charlotte Visitors

Traveling with Children/Young

Adults:46.7%


Activities Enjoyed in Area(Multiple Response)


Beach 90.7%

Relaxing 78.5

Dining Out 77.5

Swimming 76.8

Walking on the Beach 70.6

Pool 64.4

Reading 57.8

Shopping 52.6

Shelling 51.4

Fishing 36.6

Visiting with Friends/Relatives 33.8


Satisfaction/Plan to Return

Overall Satisfaction70.0

80.0

90.0

100.0

84.6

12.1

96.7

CombinedVery Satis-fiedSatisfied

89.4% of West Charlotte

visitors plan to return to the

area.


Demographics


Average Age 51.7 years

Median Household Income

$86,937


Charlotte Comments Rent a golf cart at the marina, cruise around the island, visit the

beaches, lighthouse and restaurants and Loose Caboose for some ice cream.

Lovely weather. Need more parking spaces. Beautiful beach. Lifeguards would be nice.

Beautiful and tranquil. The most relaxing vacations ever taken among the nicest people

I've ever met. Nice clean water, great golfing, good restaurants. Everything is so close. Don’t have to drive far. Great food and

lots to do. Good secret, great fishing, reasonable prices for rentals. Wonderful and hot. We want to package it up and take it home to

England. Even if it rains there is still plenty to do. Relaxing old style Florida. It is dead during the off season! The area is beautiful but lacks

cultural opportunities.


Charlotte Comments

Thank You!!

Charlotte County 2013 Summer Tourism Presented to: Charlotte Harbor Visitor and Convention Bureau...

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