St. Petersburg/Clearwater Area Convention and Visitors Bureau … · 2018-12-04 · St. Petersburg/Clearwater Area – Annual 2011 2 # of Visitors 2010 2011 % ∆ H/M/C/C Visitor

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Visit St. Petersburg/Clearwater

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Research Data Services, Inc. [email protected]

2011 Annual Visitor Profile – St. Petersburg/Clearwater Area

Research Data Services, Inc. * 2011 Annual Visitor Profile © Copyright 2012. All Rights Reserved.

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St. Petersburg/Clearwater Area – Annual 2011 1

Visitors: H/M/C/C and V F/R Winter Season 2011

(Jan., Feb., Mar., & Apr.)

# of Visitors 2010* 2011* % ∆

H/M/C/C 892,900 927,300 +3.9

V F/R 1,061,300 1,067,800 +0.6/ , , , ,

TOTAL 1,954,200 1,995,100 +2.1

St. Petersburg/Clearwater Area: Annual 2011 © Research Data Services, Inc. 2012

2010* 2011* %Multiplier k: 1.9916

Expenditures: H/M/C/C and V F/R Winter Season 2011

(Jan., Feb., Mar., & Apr.)

2010* 2011* % ∆

H/M/C/C $779,388,800 $828,060,600 +6.2

V F/R 568,721,600 573,957,600 +0.9

TOTAL $1 348 110 400 $1 402 018 200 +4 0

Multiplier k: 1.9916

TOTAL IMPACT $2,684,896,673 $2,792,259,447 +4.0

TOTAL $1,348,110,400 $1,402,018,200 +4.0



# of Visitors 2010 2011 % ∆

H/M/C/C Visitor OriginsWinter Season 2011

(Jan., Feb., Mar., & Apr.)# of Visitors 2010 2011 % ∆Florida 126,527 143,160 +13.1Southeast 78,171 82,585 +5.6Northeast 575,129 586,964 +2.1Midwest 710,051 722,334 +1.7Canada 196,264 195,034 -0.6Europe 218 577 214 577 -1 8Europe 218,577 214,577 -1.8Opp. Mkt. 43,781 42,346 -3.3Lat. Am. 5,700 8,100 +42.1TOTAL 1,954,200 1,995,100 +2.1


Visitors: H/M/C/C and V F/R Spring/Summer Season 2011

(May, Jun., Jul., & Aug.)

# of Visitors 2010* 2011* % ∆

H/M/C/C 1,024,900 1,095,600 +6.9

V F/R 815,900 829,700 +1.7/ , ,

TOTAL 1,840,800 1,925,300 +4.6



2010* 2011* %Multiplier k: 1.9916

Expenditures: H/M/C/C and V F/R Spring/Summer Season 2011

(May, Jun., Jul., & Aug.)

2010* 2011* % ∆

H/M/C/C $645,110,000 $720,626,600 +11.7

V F/R 419,640,700 432,010,000 +2.9

TOTAL $1 064 750 700 $1 152 636 600 +8 3


TOTAL IMPACT $2,120,557,494 $2,295,591,053 +8.3

TOTAL $1,064,750,700 $1,152,636,600 +8.3


# of Visitors 2010 2011 % ∆

H/M/C/C Visitor OriginsSpring/Summer Season 2011

(May, Jun., Jul., & Aug.)# of Visitors 2010 2011 % ∆Florida 383,793 376,958 -1.8Southeast 170,071 177,255 +4.2Northeast 309,321 334,766 +8.2Midwest 478,199 510,715 +6.8Canada 53,216 54,461 +2.3Europe 361 064 380 566 +5 4Europe 361,064 380,566 +5.4Opp. Mkt. 58,236 55,879 -4.0Lat. Am. 26,900 34,700 +29.0TOTAL 1,840,800 1,925,300 +4.6



Visitors: H/M/C/C and V F/R Fall Season 2011(Sep., Oct., Nov., & Dec.)

# of Visitors 2010* 2011* % ∆

H/M/C/C 633,800 685,900 +8.2

V F/R 618,100 628,900 +1.7/ , ,

TOTAL 1,251,900 1,314,800 +5.0


2010* 2011* %Multiplier k: 1.9916

Expenditures: H/M/C/C and V F/R Fall Season 2011(Sep., Oct., Nov., & Dec.)

2010* 2011* % ∆

H/M/C/C $456,310,800 $505,537,800 +10.8

V F/R 320,110,000 331,770,000 +3.6

TOTAL $776 420 800 $837 307 800 +7 8


TOTAL IMPACT $1,546,319,665 $1,667,582,214 +7.8

TOTAL $776,420,800 $837,307,800 +7.8



# of Visitors 2010 2011 % ∆

H/M/C/C Visitor OriginsFall Season 2011 (Sep., Oct., Nov., & Dec.)

# of Visitors 2010 2011 % ∆Florida 141,561 152,773 +7.9Southeast 68,822 73,996 +7.5Northeast 278,040 294,193 +5.8Midwest 315,401 326,573 +3.5Canada 69,594 71,168 +2.3Europe 321 674 339 192 +5 4Europe 321,674 339,192 +5.4Opp. Mkt. 53,808 51,605 -4.1Lat. Am. 3,000 5,300 +76.7TOTAL 1,251,900 1,314,800 +5.0


Visitors: H/M/C/C and V F/R Annual 2011

# of Visitors 2010* 2011* % ∆

H/M/C/C 2,545,900 2,708,800 +6.4

V F/R 2,495,300 2,526,400 +1.2/ , , , ,

TOTAL 5,041,200 5,235,200 +3.8



2010* 2011* %Multiplier k: 1.9916

Expenditures: H/M/C/C and V F/R Annual 2011

2010* 2011* % ∆

H/M/C/C $1,880,809,600 $2,054,225,000 +9.2

V F/R 1,308,472,300 1,337,737,600 +2.2

TOTAL $3 189 281 900 $3 391 962 600 +6 4


TOTAL IMPACT $6,351,773,832 $6,755,432,714 +6.4

TOTAL $3,189,281,900 $3,391,962,600 +6.4


# of Visitors 2010 2011 % ∆

H/M/C/C Visitor OriginsAnnual 2011

# of Visitors 2010 2011 % ∆Florida 651,881 672,891 +3.2Southeast 317,064 333,836 +5.3Northeast 1,162,490 1,215,923 +4.6Midwest 1,503,651 1,559,622 +3.7Canada 319,074 320,663 +0.5Europe 901 315 934 335 +3 7Europe 901,315 934,335 +3.7Opp. Mkt. 155,825 149,830 -3.8Lat. Am. 29,900 48,100 +60.9TOTAL 5,041,200 5,235,200 +3.8




SStt.. PPeetteerrssbbuurrgg//CClleeaarrwwaatteerr AArreeaa –– 22001111 AAnnnnuuaall VViissiittoorr PPrrooffiillee

2011 Annual Visitor Profile -- St. Petersburg/Clearwater Area Convention and Visitors Bureau

Research Data Services, Inc. * 2011 Annual Visitor Profile

© Copyright 2011. All Rights Reserved. FCD - T

TOP U.S. FEEDER MARKETS

2011 Annual

1. New York 7.7%

2. Tampa/St. Petersburg 7.7

3. Chicago 6.4

4. Greater Orlando Area 5.6

5. Philadelphia 4.2

6. Boston 3.9

7. Indianapolis 2.9

8. Detroit 2.9

9. Pittsburgh 2.7

10. Cincinnati 2.1

2011 Annual Visitor Profile -- St. Petersburg/Clearwater Area

1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11H/M/C/C VISITOR 138,100 167,400 317,400 296,300 927,300 ** 222,100 302,200 329,100 207,500 1,095,600 **V F/R VISITORS 113,200 147,300 296,400 510,900 1,067,800 156,200 237,700 257,300 178,500 829,700TOTAL 251,300 314,700 613,800 807,200 1,995,100 ** 378,300 539,900 586,400 386,000 1,925,300 **

H/M/C/C $$ 138,655,700 191,545,800 289,313,300 201,620,300 828,060,600 ** 173,154,700 186,270,000 195,231,400 142,525,800 720,626,600 **/ $$

Winter '11 Spg/Sum '11

V F/R $$ 66,222,000 100,458,600 146,718,000 260,559,000 573,957,600 85,415,200 116,747,600 127,081,500 102,765,700 432,010,000TOTAL EXPENDITURES 204,877,700 292,004,400 436,031,300 462,179,300 1,402,018,200 ** 258,569,900 303,017,600 322,312,900 245,291,500 1,152,636,600 **

Room Nights (e) 493,300 538,100 762,400 686,900 2,480,700 535,100 535,900 600,100 489,000 2,160,100

Occupancy Rate 58.4 75.2 88.8 79.7 75.5 72.1 73.5 76.5 64.3 71.6Room Rate $91.70 $111.30 $134.70 $120.32 114.51 108.35 102.30 101.66 99.49 102.95Room Rate $91.70 $111.30 $134.70 $120.32 114.51 108.35 102.30 101.66 99.49 102.95

Occupancy Rate < 20 Units 59.3 74.2 88.6 75.3 74.4 65.5 64.2 72.3 54.4 64.1 21-50 Units 55.4 77.6 90.3 76.5 75.0 67.7 69.0 74.9 61.4 68.3 51-100 Units 55.1 75.0 86.8 78.6 73.9 65.7 76.4 74.2 62.1 69.6 101+ Units 59.9 74.9 89.1 81.4 76.3 76.0 77.9 79.5 69.7 75.8C d i i 48 3 83 4 93 8 75 6 75 3 56 0 62 1 74 9 52 8 61 5Condominiums 48.3 83.4 93.8 75.6 75.3 56.0 62.1 74.9 52.8 61.5

Room Rate < 20 Units $103.19 $114.22 $123.52 $113.63 $113.64 $108.64 $106.43 $107.92 $105.69 $107.17 21-50 Units $81.86 $103.68 $125.88 $106.76 $104.55 $100.41 $95.58 $96.82 $97.24 $97.51 51-100 Units $89.15 $115.03 $126.82 $112.97 $110.99 $102.45 $94.60 $96.75 $95.49 $97.32 101+ Units $96.13 $114.07 $146.60 $133.94 $122.69 $115.83 $112.60 $111.73 $100.90 $110.27Condominiums $125.27 $172.06 $196.96 $170.36 $166.16 $132.29 $132.55 $140.94 $132.41 $134.55

Visitor Origin Florida 6,785 14,791 36,828 84,756 143,160 48,801 104,201 143,668 80,288 376,958 Southeast 19,099 11,329 21,483 30,674 82,585 27,994 60,469 62,158 26,634 177,255 Northeast 65,841 106,998 179,230 234,895 586,964 94,197 85,304 83,855 71,410 334,766Midwest 92 478 101 648 257 796 270 412 722 334 121 056 150 092 141 909 97 658 510 715 Midwest 92,478 101,648 257,796 270,412 722,334 121,056 150,092 141,909 97,658 510,715

Canada 22,366 36,505 69,973 66,190 195,034 15,510 11,338 16,419 11,194 54,461 Europe 33,423 33,673 41,738 105,743 214,577 58,258 112,299 124,317 85,692 380,566 Markets of Opportunity 11,308 9,756 6,752 14,530 42,346 12,484 16,197 14,074 13,124 55,879 Latin America n/a n/a n/a n/a 8,100 n/a n/a n/a n/a 34,700

TOTAL 251,300 314,700 613,800 807,200 1,995,100 ** 378,300 539,900 586,400 386,000 1,925,300 **

Length of Stay Away from Home 11.1 12.6 9.9 9.2 10.7 7.9 9.0 8.9 8.6 8.6 In St. Pete/Clw Area 6.6 7.9 6.6 6.2 6.8 5.9 5.4 5.3 5.5 5.5

Party Size 2.4 2.4 3.0 3.2 2.8 2.8 3.0 3.3 3.1 3.1** Seasonal figures are calculated to include Latin American visitors.

Research Data Services, Inc. - 1 - © Copyright 2012. FCD - T


H/M/C/C VISITORV F/R VISITORSTOTAL

H/M/C/C $$/ $$

9/11 10/11 11/11 12/11155,800 195,000 141,000 188,800 685,900 ** 2,708,800 **

74,000 176,200 147,700 231,000 628,900 2,526,400229,800 371,200 288,700 419,800 1,314,800 ** 5,235,200 **

108,671,500 145,751,900 114,104,200 133,060,600 505,537,800 ** 2,054,225,000 **

Fall 2011 Annual 2011

V F/R $$TOTAL EXPENDITURES

Room Nights (e)

Occupancy RateRoom Rate

38,924,000 93,033,600 81,664,000 118,148,400 331,770,000 1,337,737,600147,595,500 238,785,500 195,768,200 251,209,000 837,307,800 ** 3,391,962,600 **

386,600 464,600 395,000 445,100 1,691,300 6,332,100

56.4 64.4 55.1 53.4 57.3 68.298.37 93.73 95.24 100.85 97.05 104.83Room Rate

Occupancy Rate < 20 Units 21-50 Units 51-100 Units 101+ UnitsC d i i

98.37 93.73 95.24 100.85 97.05 104.83

46.9 60.4 49.2 47.2 50.9 63.151.3 65.5 45.6 54.5 54.2 65.854.2 60.4 54.8 53.6 55.8 66.459.6 65.9 63.1 54.0 60.7 70.950 9 53 0 48 2 42 0 48 5 61 8Condominiums

Room Rate < 20 Units 21-50 Units 51-100 Units 101+ Units

50.9 53.0 48.2 42.0 48.5 61.8

$97.39 $99.29 $99.18 $101.19 $99.26 $106.69$89.85 $90.48 $85.44 $96.38 $90.54 $97.53$91.27 $89.81 $89.22 $95.46 $91.44 $99.92

$107.05 $109.50 $103.03 $105.82 $106.35 $113.10Condominiums

Visitor Origin Florida Southeast NortheastMidwest

$108.85 $126.37 $137.90 $146.07 $129.80 $143.50

41,364 37,120 36,087 38,202 152,773 672,8919,192 24,499 13,858 26,447 73,996 333,836

43,892 72,755 76,794 100,752 294,193 1,215,92354 003 107 648 62 071 102 851 326 573 1 559 622 Midwest

Canada Europe Markets of Opportunity Latin America

TOTAL

54,003 107,648 62,071 102,851 326,573 1,559,6229,192 12,250 19,920 29,806 71,168 320,663

64,114 103,936 68,711 102,431 339,192 934,3358,043 12,992 11,259 19,311 51,605 149,830

n/a n/a n/a n/a 5,300 48,100

229,800 371,200 288,700 419,800 1,314,800 ** 5,235,200 **

Length of Stay Away from Home In St. Pete/Clw Area

Party Size

8.9 9.2 9.2 10.2 9.4 9.65.9 6.0 5.5 6.0 5.9 6.1

2.6 2.4 2.5 2.6 2.5 2.8** Seasonal figures are calculated to ** Seasonal figures are calculated to include Latin American visitors.



1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11Winter '11 Spg/Sum '11Type of Party Couple 58.3 69.3 47.8 38.0 53.4 56.4 47.7 34.3 39.2 44.4 Family 33.6 23.3 47.7 58.5 40.8 35.1 49.7 64.6 58.4 52.0 Single 6.0 7.6 3.5 3.7 5.2 7.8 5.6 5.3 4.2 5.7

Transportation Mode Plane 73.7 71.8 71.1 73.8 72.6 78.9 64.1 57.3 67.2 66.9 Rental Car 59.3 52.6 51.8 57.4 55.3 61.7 52.0 52.5 54.0 55.1 Personal Car 24.3 26.6 28.9 25.8 26.4 20.3 35.1 41.5 32.8 32.4

Airport Deplaned Tampa Int'l 68.2 76.3 77.9 74.9 74.3 77.7 59.0 55.7 56.2 62.2 Orlando Int'l 19.7 11.2 14.4 18.1 15.9 14.2 32.3 31.6 31.9 27.5 St. Pete/Clw Airport 6.4 6.5 5.1 3.8 5.5 5.5 5.4 7.9 5.1 6.0 Miami Int'l 3.8 2.5 1.4 1.3 2.3 2.3 2.1 2.9 2.5 2.5

Car Rental Tampa 57.9 66.0 70.4 69.4 65.9 73.3 51.0 47.4 47.6 54.8Greater Orlando 22 5 14 6 18 8 22 0 19 5 18 0 38 9 35 5 35 3 31 9 Greater Orlando 22.5 14.6 18.8 22.0 19.5 18.0 38.9 35.5 35.3 31.9

St. Pete/Clw 10.3 10.5 6.3 5.2 8.1 4.6 5.6 9.6 5.7 6.4 Miami 4.8 3.4 2.0 1.6 3.0 2.9 2.5 3.2 3.1 2.9

Purpose of Trip Vacation 87.0 87.9 91.5 95.0 90.4 90.6 89.0 80.1 90.6 87.6 Visit Friends/Relatives 15.0 12.5 12.0 14.4 13.5 14.0 9.4 10.7 10.6 11.2B i T l 15 0 12 4 11 4 13 6 13 1 11 5 13 6 10 0 13 5 12 2 Business Traveler 15.0 12.4 11.4 13.6 13.1 11.5 13.6 10.0 13.5 12.2

Conferences/Bus. Mtgs. 14.0 8.0 9.5 8.3 10.0 9.1 10.4 13.0 7.1 9.9

First Visit St. Pete/Clw Area 36.9 33.8 34.5 34.1 34.8 27.4 39.9 38.3 32.4 34.5 Florida 6.1 7.5 5.5 5.5 6.2 3.6 8.3 11.5 6.0 7.4

Considered Area Only 49.9 48.4 59.0 55.5 53.2 61.4 51.6 45.0 49.1 51.8

Information Sources Internet 78.1 83.3 92.3 92.4 86.5 91.0 91.8 91.9 92.7 91.9 Previous Visit 47.5 46.9 55.1 53.1 50.7 56.0 49.1 38.0 49.6 48.2 Recommendation 17.6 22.6 18.0 23.1 20.3 20.1 20.4 29.0 23.1 23.2Print Media 11 8 11 6 7 6 8 3 9 8 8 2 14 4 17 7 14 6 13 7 Print Media 11.8 11.6 7.6 8.3 9.8 8.2 14.4 17.7 14.6 13.7

Business Contacts 12.5 12.5 4.6 4.7 8.6 7.5 9.2 8.4 6.2 7.8 Travel Professional n/a 8.5 3.5 6.9 6.3 9.0 12.0 9.1 7.0 9.3



Type of Party Couple Family Single

9/11 10/11 11/11 12/11 Fall 2011 Annual 2011

58.6 62.6 60.3 45.7 56.8 51.534.0 26.8 32.3 43.0 34.0 42.3

7.1 9.3 10.2 7.7 8.6 6.5

Transportation Mode Plane Rental Car Personal Car

Airport Deplaned Tampa Int'l

72.9 81.6 77.8 75.8 77.0 72.259.5 62.4 58.3 62.3 60.6 57.026.2 18.4 21.7 23.0 22.3 27.1

61.8 66.4 70.9 67.4 66.6 67.7 Orlando Int'l St. Pete/Clw Airport Miami Int'l

Car Rental TampaGreater Orlando

28.2 21.8 20.4 21.1 22.9 22.13.8 3.9 3.2 5.4 n/a 5.25.6 4.2 4.2 5.0 4.8 3.2

52.5 59.1 63.7 62.8 59.5 60.134 8 27 9 25 9 26 2 28 7 26 7 Greater Orlando

St. Pete/Clw Miami

Purpose of Trip Vacation Visit Friends/RelativesB i T l

34.8 27.9 25.9 26.2 28.7 26.73.8 4.3 4.2 6.1 n/a 6.46.9 5.2 5.6 5.8 5.9 3.9

86.6 82.5 89.2 86.1 86.1 88.011.2 13.6 16.0 17.3 14.5 13.111 5 15 4 16 0 16 8 14 9 13 4 Business Traveler

Conferences/Bus. Mtgs.

First Visit St. Pete/Clw Area Florida

11.5 15.4 16.0 16.8 14.9 13.415.5 11.9 14.8 14.4 14.2 11.3

35.0 37.0 36.8 42.2 37.8 35.78.6 13.5 8.9 12.3 10.8 8.1

Considered Area Only

Information Sources Internet Previous Visit RecommendationPrint Media

57.5 55.9 47.5 43.6 51.1 52.0

88.2 93.1 92.8 92.6 91.7 90.052.5 48.4 51.3 42.4 48.7 49.217.3 15.3 18.5 22.2 18.3 20.610 6 11 1 10 0 12 0 10 9 11 5 Print Media

Business Contacts Travel Professional

10.6 11.1 10.0 12.0 10.9 11.59.7 12.4 7.9 11.8 10.5 9.0

12.4 11.0 7.6 10.6 10.4 8.9



1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11Winter '11 Spg/Sum '11Travel Professional Assisted (% Yes) 13.6 11.1 8.1 15.1 12.0 12.8 18.6 18.0 19.4 17.2

Reservations Yes 93.0 94.0 96.3 98.8 95.5 97.4 94.8 95.5 93.3 95.3 No 7.0 6.0 3.7 1.2 4.5 2.6 5.2 4.5 6.7 4.8

Stayed Night Before At Home 55.5 60.0 64.7 67.3 61.9 76.6 65.6 60.3 61.8 66.1 In FL (not in Area) 23.2 20.1 15.8 20.6 19.9 17.8 25.5 30.8 31.2 26.3 On Road (not in FL) 21.4 19.9 19.5 12.2 18.3 5.6 8.9 8.9 7.0 7.6

Where in FL (Before) Orlando 43.6 31.6 49.0 63.9 47.0 62.1 66.1 69.4 70.9 67.1

Visit Other FL Areas 31.1 28.5 20.6 27.9 27.0 25.3 33.6 30.3 33.0 30.6

Attractions/Theme ParksO l d Th P k 16 1 12 6 15 7 21 0 16 4 13 9 26 0 29 1 26 4 23 9 Orlando Theme Parks 16.1 12.6 15.7 21.0 16.4 13.9 26.0 29.1 26.4 23.9

Busch Gardens 9.7 9.7 9.7 14.5 10.9 8.4 14.9 17.6 13.1 13.5 St Petersburg Pier 19.6 11.1 6.1 4.6 10.4 6.9 7.1 7.5 6.4 7.0 Salvador Dali Museum 12.5 7.3 4.9 3.3 7.0 7.2 6.5 7.8 5.2 6.7

Satisfied (Combined) 93.6 93.8 96.7 94.2 94.6 95.7 95.0 95.5 95.2 95.4

Expense Relative to Expectations More Expensive 7.1 8.1 7.5 7.4 7.5 7.4 6.9 6.8 6.7 7.0 Less Expensive 9.4 4.3 5.7 7.0 6.6 6.1 6.7 7.3 9.1 7.3 As Expected 80.9 83.4 80.5 82.4 81.8 80.9 83.4 80.6 77.6 80.6 Don't Know 2.6 4.2 6.2 3.1 4.0 5.6 3.0 5.3 6.6 5.1

Recommend St Pete/Clw 92 8 92 4 95 8 93 4 93 6 94 4 96 3 93 3 95 9 95 0Recommend St. Pete/Clw 92.8 92.4 95.8 93.4 93.6 94.4 96.3 93.3 95.9 95.0

Plan to Return (% yes) To Local Area 90.8 86.7 90.2 92.4 90.0 90.8 90.1 87.5 89.8 89.6 Next Year 48.9 50.2 50.2 48.8 49.5 54.1 45.8 47.6 48.8 49.1



Travel Professional Assisted (% Yes)

Reservations Yes

9/11 10/11 11/11 12/11 Fall 2011 Annual 2011

21.2 19.3 20.0 21.9 20.6 16.6

93.4 94.4 93.2 96.1 94.3 95.0 No

Stayed Night Before At Home In FL (not in Area) On Road (not in FL)

6.6 5.6 6.8 3.9 5.7 5.0

64.3 64.7 66.6 63.1 64.7 64.228.4 23.5 23.2 27.1 25.6 23.9

7.3 11.8 10.2 9.9 9.8 11.9

Where in FL (Before) Orlando

Visit Other FL Areas

Attractions/Theme ParksO l d Th P k

73.6 61.2 50.1 56.8 60.4 58.2

33.4 31.3 31.0 41.5 34.3 30.6

23 2 23 0 16 4 20 9 20 9 20 4 Orlando Theme Parks Busch Gardens St Petersburg Pier Salvador Dali Museum

Satisfied (Combined)

23.2 23.0 16.4 20.9 20.9 20.410.8 7.9 14.1 13.9 11.7 12.0

6.8 5.6 8.5 9.7 7.7 8.33.6 4.5 9.6 10.4 7.0 6.9

98.5 95.3 93.9 95.3 95.8 95.2

Expense Relative to Expectations More Expensive Less Expensive As Expected Don't Know

Recommend St Pete/Clw

6.3 5.0 7.4 9.1 7.0 7.17.0 11.0 8.5 11.4 9.5 7.8

81.0 82.8 80.6 73.7 79.5 80.75.7 1.2 3.5 5.8 4.1 4.4

96 6 95 7 95 1 95 0 95 6 94 7Recommend St. Pete/Clw

Plan to Return (% yes) To Local Area Next Year

96.6 95.7 95.1 95.0 95.6 94.7

90.5 89.6 92.9 91.5 91.1 90.250.0 55.0 54.3 53.8 53.3 50.6



1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11Winter '11 Spg/Sum '11Average Age Head of HH 51.0 51.3 47.2 46.9 49.1 46.5 45.4 44.9 45.6 45.6

Median Annual HH Income $105,128 $115,193 $121,800 $123,478 $116,400 107,503 116,667 114,766 $110,346 $112,321

Message Seen/Read/Heard 42.1 49.1 57.5 54.8 50.9 47.0 60.6 58.2 56.7 55.6

Sources of Information Internet 82.1 84.7 89.7 93.5 87.5 96.8 92.6 91.6 92.1 93.3 Brochure/VGs/Travel Guides 24.4 31.7 14.9 21.1 23.0 18.7 20.0 27.9 27.3 23.5 Television 23.2 22.3 30.2 26.4 25.5 36.7 34.1 32.1 25.6 32.1 Newspapers 13.5 12.5 15.9 11.2 13.3 14.8 14.7 12.9 15.8 14.6Magazines 11.3 11.9 7.1 10.3 10.2 9.3 8.3 5.0 7.0 7.4 Magazines 11.3 11.9 7.1 10.3 10.2 9.3 8.3 5.0 7.0 7.4

Influenced by Message 46.6 49.8 50.2 53.9 50.1 45.9 46.8 51.5 44.9 47.3

Budget Breakdown Accomodations $952.47 $1,005.75 $1,231.24 $1,074.98 $1,066.11 $815.39 $770.22 $750.30 $737.90 $768.45 Food/Entertainment $825.56 $810.98 $989.75 $803.96 $857.56 $737.95 $725.28 $746.26 $739.63 $737.28R t il P h $247 83 $267 67 $257 71 $254 50 $256 93 $235 60 $279 40 $276 53 $261 52 $263 26 Retail Purchases $247.83 $267.67 $257.71 $254.50 $256.93 $235.60 $279.40 $276.53 $261.52 $263.26

Rental Car $258.16 $285.94 $334.53 $282.46 $290.27 $232.44 $241.56 $267.85 $265.18 $251.76

St. Pete/Clw Budget Total $2,039.81 $2,301.80 $2,734.53 $2,177.46 $2,313.40 $1,844.64 $1,849.14 $1,871.42 $1,868.95 $1,858.54 Per Person/Trip $849.92 $959.08 $911.51 $680.46 $850.24 $658.80 $616.38 $567.10 $602.89 $611.29 Per Person/Day $128.78 $121.40 $138.11 $109.75 $124.51 $111.66 $114.14 $107.00 $109.62 $110.61y

Occupation Professional/Technical 32.7 33.6 33.0 40.0 34.8 39.3 39.3 45.3 40.1 41.0 Executive/Managerial 25.0 24.1 25.0 24.5 24.7 24.2 22.6 27.5 27.7 25.5 Retired 22.9 24.4 18.2 10.8 19.1 11.7 11.7 6.1 7.3 9.2 Craft/Mechanical/Factory 4.0 5.8 6.8 6.4 5.8 7.7 9.7 7.7 6.3 7.9Salesman/Buyer 8 3 6 7 8 5 8 4 8 0 7 0 7 0 4 7 5 8 6 1 Salesman/Buyer 8.3 6.7 8.5 8.4 8.0 7.0 7.0 4.7 5.8 6.1

Reservations Less than One Month 60.5 60.4 48.6 50.9 55.1 51.5 51.2 53.9 56.5 53.3 1-2 Months 17.6 19.5 27.0 23.5 21.9 24.9 26.7 26.7 19.1 24.4 3 Months + 21.9 20.1 24.4 25.6 23.0 23.6 22.1 19.4 24.4 22.4

Have Internet Access 95.4 96.1 95.3 97.4 96.1 99.0 98.8 99.2 98.6 98.9

Obtain Travel Info. 97.7 98.5 97.7 99.0 98.2 98.4 97.0 97.6 99.7 98.2Book Travel Services 92.5 92.2 94.9 92.8 93.1 90.7 90.4 92.4 93.7 91.8

Book Lodging Resv. On-line 68.8 74.5 72.6 69.5 71.4 72.4 73.0 74.7 71.9 73.0



Average Age Head of HH

Median Annual HH Income

Message Seen/Read/Heard

9/11 10/11 11/11 12/11 Fall 2011 Annual 201147.5 46.5 48.3 46.5 47.2 47.3

$106,753 $112,206 $112,731 112,306 $110,999 $113,240

53.3 49.1 57.8 54.6 53.7 53.4

Sources of Information Internet Brochure/VGs/Travel Guides Television NewspapersMagazines

89.9 89.6 88.0 90.5 89.5 90.131.2 27.4 21.7 40.8 30.3 25.639.2 33.2 28.0 31.9 33.1 30.210.7 11.7 9.7 6.6 9.7 12.511.6 10.6 9.1 9.8 10.3 9.3 Magazines

Influenced by Message

Budget Breakdown Accomodations Food/EntertainmentR t il P h

11.6 10.6 9.1 9.8 10.3 9.3

47.9 50.0 48.7 54.1 50.2 49.2

$703.10 $740.61 $692.07 797.96 $733.44 $856.00$692.22 $719.02 $736.58 810.64 $739.62 $778.15$250 30 $258 54 $281 08 313 26 $275 80 $265 33 Retail Purchases

Rental Car

St. Pete/Clw Budget Total Per Person/Trip Per Person/Day

$250.30 $258.54 $281.08 313.26 $275.80 $265.33$241.81 $273.68 $270.42 320.99 $276.73 $272.92

$1,686.11 $1,868.95 $1,683.51 1,908.63 $1,786.80 $1,986.25$648.50 $778.73 $673.40 734.09 $708.68 $723.41$109.92 $129.79 $122.44 122.35 $121.13 $118.75y

Occupation Professional/Technical Executive/Managerial Retired Craft/Mechanical/FactorySalesman/Buyer

38.5 38.7 30.8 41.7 37.4 37.823.1 31.1 27.4 23.7 26.3 25.513.3 10.7 14.4 13.9 13.1 13.8

8.3 6.3 6.7 7.1 7.1 6.96 9 5 3 9 3 7 0 7 1 7 1 Salesman/Buyer

Reservations Less than One Month 1-2 Months 3 Months +

6.9 5.3 9.3 7.0 7.1 7.1

65.6 60.9 58.0 63.6 62.0 56.818.7 19.4 22.8 19.6 20.1 22.115.7 19.7 19.2 16.8 17.9 21.1

Have Internet Access

Obtain Travel Info.Book Travel Services

Book Lodging Resv. On-line

98.2 96.7 97.0 99.4 97.8 97.6

98.6 97.5 98.0 98.7 98.2 98.294.7 95.7 95.2 94.5 95.0 93.3

66.0 64.8 65.3 72.7 67.2 70.5



1/11 2/11 3/11 4/11 5/11 6/11 7/11 8/11Winter '11 Spg/Sum '11Compared to the same time last year, OVER THE NEXT THREE MONTHS, properties report reservations: Up 20.3 34.9 33.9 33.8 30.7 37.7 48.8 36.6 37.2 40.1 Same 27.5 27.0 19.4 25.4 24.8 26.0 25.6 29.3 17.1 24.5 Down 43.5 31.7 35.5 23.9 33.7 27.3 22.0 25.6 38.6 28.4 Don't Know 8.7 6.3 11.3 16.9 10.8 9.1 3.7 8.5 7.1 7.1



Compared to the same time last year, OVER THE NEXT THREE MONTHS, properties report reservations: Up

9/11 10/11 11/11 12/11 Fall 2011 Annual 2011

47.6 36.1 36.0 40.2 40.0 36.9 Same Down Don't Know

19.5 30.1 25.3 31.7 26.7 25.324.4 20.5 24.0 19.5 22.1 28.0

8.5 13.3 14.7 8.5 11.3 9.7




SStt.. PPeetteerrssbbuurrgg//CClleeaarrwwaatteerr AArreeaa –– 22001100 AAnnnnuuaall VViissiittoorr PPrrooffiillee





2010 Annual

1. Tampa/St. Petersburg 7.9%

2. New York 7.1

3. Chicago 6.5

4. Greater Orlando Area 5.4

5. Philadelphia 4.4

6. Boston 3.7

7. Indianapolis 3.6

8. Detroit 3.2

9. Cincinnati 2.9

10. Pittsburgh 2.8


1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10H/M/C/C VISITOR 125,600 162,600 308,600 290,400 892,900 ** 212,500 284,900 301,400 199,200 1,019,200 **V F/R VISITORS 114,000 150,100 293,400 503,800 1,061,300 150,500 234,000 254,300 177,100 815,900TOTAL 239,600 312,700 602,000 794,200 1,954,200 ** 363,000 518,900 555,700 376,300 1,835,100 **

H/M/C/C $$ 127,169,200 184,250,400 267,617,900 195,523,400 779,388,800 ** 158,001,200 167,307,500 170,607,800 135,397,300 645,110,000 **V F/R $$ 66,959,300 102,021,500 142,299,000 257,441,800 568,721,600 81,162,000 112,945,500 124,232,000 101,301,200 419,640,700TOTAL EXPENDITURES 194,128,500 286,271,900 409,916,900 452,965,200 1,348,110,400 ** 239,163,200 280,253,000 294,839,800 236,698,500 1,064,750,700 **

Room Nights (e) 452,100 530,800 736,000 678,300 2,397,200 507,600 487,100 553,500 475,300 2,023,500

Occupancy Rate 55.1 73.5 85.8 78.5 73.2 68.4 67.9 69.5 62.5 67.1Room Rate 92.88 108.4 127.74 112.60 110.41 103.60 99.92 95.88 94.91 98.58

Occupancy Rate

< 20 Units 57.2 74.4 86.3 74.7 73.2 63.2 57.9 69.9 53.0 61.0 21-50 Units 52.4 75.0 85.4 72.8 71.4 64.9 64.3 66.7 60.4 64.1 51-100 Units 52.9 71.7 81.9 79.0 71.4 61.8 63.9 67.2 58.6 62.9 101+ Units 57.2 73.0 86.9 80.3 74.4 71.9 74.5 70.8 65.6 70.7

Room Rate

< 20 Units 104.48 111.05 113.49 106.64 108.92 102.51 100.99 102.64 94.43 100.14 21-50 Units 79.22 100.47 120.52 101.02 100.31 97.14 94.92 92.79 91.81 94.17 51-100 Units 93.15 111.35 121.10 109.62 108.81 100.90 96.88 90.15 94.66 95.65 101+ Units 98.68 111.75 138.91 123.00 118.09 109.21 106.87 104.79 98.75 104.91

Visitor Origin

Florida 5,990 13,759 33,712 73,066 126,527 42,834 103,780 148,372 88,807 383,793 Southeast 17,012 10,319 19,866 30,974 78,171 28,677 56,560 61,127 23,707 170,071 Northeast 65,411 113,197 170,968 225,553 575,129 84,942 84,062 74,464 65,853 309,321 Midwest 86,735 100,064 251,636 271,616 710,051 121,605 140,103 123,921 92,570 478,199 Canada 21,564 34,710 76,454 63,536 196,264 14,520 10,378 17,782 10,536 53,216 Europe 32,585 31,895 39,732 114,365 218,577 59,169 106,893 114,474 80,528 361,064 Markets of Opportunity 10,303 8,756 9,632 15,090 43,781 11,253 17,124 15,560 14,299 58,236 Latin America n/a n/a n/a n/a 5,700 n/a n/a n/a n/a 21,200

TOTAL 239,600 312,700 602,000 794,200 1,954,200 ** 363,000 518,900 555,700 376,300 1,835,100 **

Length of Stay

Away from Home 11.3 13.1 10.3 9.3 11.0 7.9 9.1 9.0 8.7 8.7 In Florida 10.4 11.7 8.7 8.7 9.9 n/a n/a n/a n/a n/a In St. Pete/Clw Area 6.7 8.3 6.7 6.1 7.0 5.8 5.3 5.5 5.6 5.6

Party Size 2.4 2.5 3.1 3.1 2.8 2.9 3.1 3.4 3.0 3.1

Winter '10 Spg/Sum '10

** Seasonal figures are calculated to include Latin American visitors.** Seasonal figures are calculated to include Latin American visitors.

Research Data Services, Inc. - 1 - www.KlagesGroup.com © Copyright 2011. All Rights Reserved. FCD - T


H/M/C/C VISITOR

V F/R VISITORS

TOTAL

H/M/C/C $$

V F/R $$

TOTAL EXPENDITURES

Room Nights (e)

Occupancy Rate

Room Rate

Occupancy Rate

< 20 Units 21-50 Units 51-100 Units 101+ Units

Room Rate

< 20 Units 21-50 Units 51-100 Units 101+ Units

Visitor Origin

Florida Southeast Northeast Midwest Canada Europe Markets of Opportunity Latin America

TOTAL

Length of Stay

Away from Home In Florida In St. Pete/Clw Area

Party Size** Seasonal figures are calculated to include Latin American visitors.

9/10 10/10 11/10 12/10142,100 187,300 127,400 174,000 633,800 ** 2,545,900 **

72,900 172,700 145,600 226,900 618,100 2,495,300215,000 360,000 273,000 400,900 1,251,900 ** 5,041,200 **

97,608,700 136,492,900 100,293,600 119,755,600 456,310,800 ** 1,880,809,600 **37,251,900 88,596,000 78,770,000 115,492,100 320,110,000 1,308,472,300

134,860,600 225,088,900 179,063,600 235,247,700 776,420,800 ** 3,189,281,900 **

359,300 453,600 370,900 1,183,800 5,604,500

52.7 62.4 51.4 51.1 54.4 64.994.55 90.22 87.52 93.55 91.46 100.15

44.8 57.0 43.8 49.1 48.7 60.946.8 62.5 43.5 51.1 51.0 62.252.1 57.6 50.7 49.0 52.4 62.255.4 64.6 59.0 52.2 57.8 67.6

89.60 91.83 85.04 96.35 90.71 99.9284.45 88.28 77.98 88.63 84.84 93.1091.78 87.33 83.04 87.57 87.43 97.29

103.76 105.45 96.24 98.40 100.96 107.98

38,055 34,920 33,306 35,280 141,561 651,8819,675 22,680 12,012 24,455 68,822 317,064

41,495 74,160 70,980 91,405 278,040 1,162,49050,095 105,840 59,241 100,225 315,401 1,503,651

9,030 10,440 19,656 30,468 69,594 319,07458,480 97,560 66,612 99,022 321,674 901,315

8,170 14,400 11,193 20,045 53,808 155,825n/a n/a n/a n/a 3,000 29,900

215,000 360,000 273,000 400,900 1,251,900 ** 5,041,200 **

9.1 9.2 9.4 10.2 9.5 9.78.6 8.9 9.1 9.2 9.0 9.45.8 6.2 6.0 6.2 6.1 6.2

2.5 2.5 2.6 2.6 2.6 2.8

Fall 2010 Annual 2010

** Seasonal figures are calculated to include Latin American visitors.



1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10Winter '10 Spg/Sum '10Type of Party

Couple 62.1 68.5 50.9 37.0 54.6 59.4 45.1 35.9 39.7 45.0 Family 31.8 24.1 45.7 57.6 39.8 32.9 51.1 63.2 54.7 50.5 Single 5.9 7.3 2.2 4.3 4.9 6.8 3.7 3.9 4.6 4.8

Transportation Mode

Plane 71.5 72.4 70.3 73.0 71.8 79.4 63.9 55.6 66.7 66.4 Rental Car 55.4 53.0 52.8 57.8 54.8 61.4 55.0 49.2 52.9 54.6 Personal Car 27.3 25.5 28.2 26.4 26.9 20.1 36.1 43.9 33.3 33.4

Airport Deplaned

Tampa Int'l 70.6 78.6 76.4 73.4 74.8 76.8 56.7 56.3 57.6 61.9 Orlando Int'l 15.4 10.9 14.7 18.9 15.0 15.6 34.5 33.6 36.2 30.0 St. Pete/Clw Airport 7.1 3.9 5.3 4.4 5.2 5.6 5.7 7.7 4.1 5.8 Miami Int'l 3.0 1.9 1.3 1.8 2.0 1.8 0.8 2.0 1.4 1.5

Car Rental

Tampa 61.1 69.3 72.5 69.8 68.2 72.5 49.1 53.2 49.8 56.2 Greater Orlando 19.8 14.3 17.0 21.7 18.2 20.0 40.1 34.2 42.7 34.3 St. Pete/Clw 11.7 9.0 5.9 4.5 7.8 4.0 8.2 7.9 4.8 6.2 Miami 3.9 2.6 2.0 2.3 2.7 2.3 1.0 2.1 1.8 1.8

Purpose of Trip

Vacation 87.6 91.3 93.2 93.2 91.3 92.1 90.4 84.5 93.2 90.1 Visit Friends/Relatives 16.6 14.9 8.7 14.2 13.6 14.1 8.4 13.4 12.6 12.1 Business Traveler 18.4 13.3 10.4 17.7 15.0 12.7 14.0 11.3 13.3 12.8 Conferences/Bus. Mtgs. 10.8 8.9 8.6 7.9 9.1 8.4 9.1 7.2 9.0 8.4

First Visit

St. Pete/Clw Area 36.8 30.3 31.7 35.1 33.5 31.8 43.9 31.5 34.9 35.5 Florida 8.5 4.8 3.7 6.4 5.9 6.9 11.8 14.0 7.5 10.1


Information Sources

Internet 76.3 78.7 85.8 91.1 83.0 89.3 88.3 90.6 91.7 90.0 Previous Visit 47.7 52.5 55.2 50.7 51.5 52.3 46.4 43.5 51.0 48.3 Recommendation 17.8 23.7 23.6 24.5 22.4 24.5 26.9 28.5 25.5 26.4 Print Media 9.5 9.0 9.4 8.5 9.1 11.9 21.8 19.6 12.4 16.4 Business Contacts 10.2 11.5 2.9 4.9 7.4 N/A 7.2 6.0 5.9 6.4 Travel Professional n/a 6.2 5.5 6.2 6.0 8.0 10.4 9.9 7.7 9.0



H/M/C/C VISITORType of Party

Couple Family Single

Transportation Mode

Plane Rental Car Personal Car

Airport Deplaned

Tampa Int'l Orlando Int'l St. Pete/Clw Airport Miami Int'l

Car Rental

Tampa Greater Orlando St. Pete/Clw Miami

Purpose of Trip

Vacation Visit Friends/Relatives Business Traveler Conferences/Bus. Mtgs.

First Visit

St. Pete/Clw Area Florida

Considered Area Only

Information Sources

Internet Previous Visit Recommendation Print Media Business Contacts Travel Professional

9/10 10/10 11/10 12/10 Fall 2010 Annual 2010

62.6 63.7 54.9 44.3 56.4 52.030.4 26.7 35.7 42.4 33.8 41.4

5.0 6.1 8.3 6.4 6.5 5.4

75.0 80.9 77.6 73.6 76.8 71.758.2 59.8 58.8 58.5 58.8 56.125.0 19.1 22.4 26.2 23.2 27.8

66.2 68.4 68.7 63.9 66.8 67.827.8 25.5 25.5 29.4 27.1 24.0

n/a n/a 1.0 3.8 n/a 4.92.3 3.0 3.9 3.8 3.3 2.3

55.5 58.8 59.8 57.9 58.0 60.835.9 33.0 32.6 33.6 33.8 28.7

n/a n/a 1.3 4.9 n/a 6.22.9 4.1 5.2 5.0 4.3 2.9

87.8 85.7 86.3 87.5 86.8 89.412.1 15.8 17.1 16.4 15.4 13.710.9 12.6 14.9 17.0 13.9 13.913.3 11.7 13.3 12.8 12.8 10.1

32.4 35.0 34.6 39.4 35.4 34.84.6 7.6 7.9 9.5 7.4 7.8

60.5 57.7 54.6 45.0 54.5 53.7

85.7 90.0 88.9 89.2 88.5 87.156.4 47.8 52.0 49.5 51.4 50.419.3 16.7 14.9 22.7 18.4 22.4

8.5 7.8 7.5 9.4 8.3 11.310.1 12.5 6.8 9.3 9.7 7.9

9.0 9.6 8.1 7.6 8.6 8.0



1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10Winter '10 Spg/Sum '10Travel Professional Assisted (% Yes) 16.7 14.4 10.5 16.4 14.5 14.9 17.6 16.6 17.7 16.7

Reservations

Yes 91.1 96.6 96.2 98.6 95.6 98.4 97.5 98.7 93.7 97.1 No 8.5 3.4 3.8 0.8 4.1 1.5 2.5 2.3 6.3 3.2

Stayed Night Before

At Home 57.8 58.5 65.5 63.8 61.4 81.9 68.9 61.8 65.0 69.4 In FL (not in Area) 23.5 22.4 17.5 21.7 21.3 13.8 23.1 33.0 29.4 24.8 On Road (not in FL) 18.7 19.0 17.0 14.5 17.3 4.3 8.0 5.2 5.5 5.8



Attractions/Theme Parks

Orlando Theme Parks 18.7 13.6 12.4 18.0 15.7 14.9 30.8 36.6 28.7 27.8 Busch Gardens 9.3 11.6 13.8 18.1 13.2 10.9 17.9 18.3 18.2 16.3 St Petersburg Pier 16.4 8.5 7.4 4.4 9.2 4.3 6.1 5.5 4.7 5.2 Salvador Dali Museum 6.5 6.5 5.4 3.9 5.6 4.0 5.8 4.2 4.8 4.7


Expense Relative to Expectations

More Expensive 5.1 3.1 4.6 6.1 4.7 6.9 9.9 8.2 5.9 7.7 Less Expensive 6.7 6.2 5.3 5.9 6.0 7.8 8.4 6.9 9.7 8.2 As Expected 83.3 85.4 85.8 85.3 85.0 78.6 78.6 77.6 75.9 77.7 Don't Know 4.9 5.3 4.2 2.7 4.3 6.7 3.1 7.3 8.4 6.4

Recommend St. Pete/Clw 93.7 90.2 93.2 92.6 92.4 91.6 95.4 94.3 96.3 94.4




H/M/C/C VISITORTravel Professional Assisted (% Yes)

Reservations

Yes No

Stayed Night Before

At Home In FL (not in Area) On Road (not in FL)

Where in FL (Before) Orlando

Visit Other FL Areas


Orlando Theme Parks Busch Gardens St Petersburg Pier Salvador Dali Museum

Satisfied (Combined)


More Expensive Less Expensive As Expected Don't Know

Recommend St. Pete/Clw

Plan to Return (% yes) To Local Area Next Year

9/10 10/10 11/10 12/10 Fall 2010 Annual 2010

21.7 23.8 18.7 19.2 20.9 17.4

94.4 95.1 96.4 97.0 95.7 96.15.6 4.9 3.6 3.0 4.3 3.9

66.9 66.0 69.9 62.7 66.4 65.728.0 26.9 22.4 27.0 26.1 24.1

5.1 7.2 7.7 10.3 7.6 10.2

69.5 64.0 61.8 61.2 64.1 59.6

33.0 32.5 28.2 36.5 32.6 30.6

22.9 21.5 19.8 21.4 21.4 21.69.5 7.1 6.0 12.3 8.7 12.85.4 4.7 5.1 8.3 5.9 6.74.1 2.5 4.1 6.2 4.2 4.8

96.5 94.1 92.7 93.4 94.2 93.9

4.9 5.9 5.9 12.4 7.3 6.69.5 7.6 3.6 9.6 7.6 7.3

78.5 79.3 86.0 74.3 79.5 80.77.1 7.1 4.6 3.7 5.6 5.4

95.2 93.3 92.3 93.5 93.6 93.5

88.4 85.9 89.6 89.1 88.3 88.154.0 51.8 53.4 51.6 52.7 50.7



1/10 2/10 3/10 4/10 5/10 6/10 7/10 8/10Winter '10 Spg/Sum '10Average Age Head of HH 51.5 53.4 49.1 47.5 50.4 45.5 45.0 44.2 45.9 45.2

Median Annual HH Income $101,294 $117,400 $127,632 $119,245 $116,393 $111,231 $122,612 $108,438 $111,228 $113,377


Sources of Information

Internet 80.1 81.4 87.4 93.1 85.5 93.3 85.0 93.2 90.6 90.5 Brochure/VGs/Travel Guides 28.3 27.9 18.7 20.8 23.9 25.5 29.8 33.0 31.9 30.1 Television 22.0 20.2 23.0 24.5 22.4 27.8 26.1 31.2 26.8 28.0 Newspapers 15.3 14.3 12.5 11.9 13.5 13.3 10.1 7.9 13.3 11.2 Magazines 8.5 9.3 10.0 8.7 9.1 7.6 4.8 2.0 5.4 5.0


Budget Breakdown

Accomodations $976.74 $1,033.40 $1,188.12 $1,007.45 $1,051.43 $786.90 $752.05 $738.70 $699.71 $744.34 Food/Entertainment $840.59 $822.79 $945.82 $775.82 $846.26 $719.30 $702.30 $745.95 $749.15 $729.18 Retail Purchases $244.47 $259.46 $247.62 $249.92 $250.37 $229.99 $254.68 $255.24 $245.67 $246.40 Rental Car $246.27 $269.41 $323.86 $270.99 $277.63 $223.18 $253.95 $252.08 $261.09 $247.58

St. Pete/Clw Budget

Total $2,057.01 $2,342.79 $2,688.32 $2,087.20 $2,293.83 $1,790.66 $1,820.47 $1,839.82 $1,789.80 $1,810.19 Per Person/Trip $857.09 $937.12 $867.20 $673.29 $833.68 $617.47 $587.25 $541.12 $596.60 $585.61 Per Person/Day $122.44 $112.91 $129.43 $110.38 $118.79 $106.46 $110.80 $98.39 $106.54 $105.55

Occupation

Professional/Technical 32.3 31.5 32.5 38.3 33.7 35.7 39.5 42.8 37.9 39.0 Executive/Managerial 24.4 20.6 23.8 24.0 23.2 26.0 20.6 26.7 28.3 25.4 Retired 25.2 29.8 21.8 10.2 21.8 11.3 10.8 5.8 7.9 9.0 Craft/Mechanical/Factory 5.5 3.6 5.1 6.7 5.2 7.2 8.0 6.7 7.5 7.4 Salesman/Buyer 6.3 5.3 8.3 9.2 7.3 7.5 7.9 8.4 6.8 7.7

Reservations

Less than One Month 59.0 58.9 45.2 49.0 53.0 50.2 55.3 53.6 63.5 55.7 1-2 Months 17.0 22.2 26.6 25.0 22.7 26.0 24.6 31.6 10.8 23.3 3 Months + 24.0 18.9 28.2 26.0 24.3 23.8 20.1 14.8 25.7 21.1






H/M/C/C VISITORAverage Age Head of HH

Median Annual HH Income

Message Seen/Read/Heard


Internet Brochure/VGs/Travel Guides Television Newspapers Magazines

Influenced by Message

Budget Breakdown

Accomodations Food/Entertainment Retail Purchases Rental Car

St. Pete/Clw Budget

Total Per Person/Trip Per Person/Day

Occupation

Professional/Technical Executive/Managerial Retired Craft/Mechanical/Factory Salesman/Buyer

Reservations

Less than One Month 1-2 Months 3 Months +

Have Internet Access

Obtain Travel Info.Book Travel Services

Book Lodging Resv. On-line

9/10 10/10 11/10 12/10 Fall 2010 Annual 201048.6 47.9 49.2 47.8 48.4 48.0

$105,514 $116,170 $117,174 109,744 $112,151 $113,974

53.2 46.8 55.0 50.5 51.4 54.4

87.8 87.5 84.2 86.3 86.5 87.526.4 32.4 23.7 36.8 29.8 27.933.1 32.2 25.5 25.2 29.0 26.5

8.9 8.2 8.6 6.8 8.1 10.97.6 7.9 6.9 7.6 7.5 7.2

49.1 47.6 45.2 50.8 48.2 48.6

$669.68 $735.07 $694.14 773.81 $718.18 $837.98$670.04 $704.36 $747.41 811.91 $733.43 $769.62$234.13 $250.46 $274.13 302.32 $265.26 $254.01$230.53 $268.76 $277.57 303.94 $270.20 $265.14

$1,596.61 $1,854.29 $1,703.22 1,863.90 $1,754.51 $1,952.84$638.64 $741.72 $655.08 716.88 $688.08 $702.46$110.11 $119.63 $109.18 115.63 $113.64 $112.66

35.9 36.2 32.6 39.2 36.0 36.221.3 29.3 22.2 21.5 23.6 24.116.8 11.8 16.4 16.3 15.3 15.3

9.0 4.9 6.1 7.0 6.8 6.47.5 7.2 8.3 8.0 7.8 7.6

59.9 56.5 53.1 57.2 56.7 55.115.7 21.6 24.2 23.0 21.1 22.424.4 21.9 22.7 19.8 22.2 22.5

95.3 95.4 95.9 98.7 96.3 96.4

99.5 97.8 96.7 98.1 98.0 98.192.1 91.2 92.2 92.3 92.0 90.8

60.8 62.1 64.1 71.0 64.5 68.1




SStt.. PPeetteerrssbbuurrgg//CClleeaarrwwaatteerr AArreeaa –– 22001111 AAnnnnuuaall VViissiittoorr PPrrooffiillee SSeeaassoonnaall VViissiittoorr PPrrooffiilleess

((WWiinntteerr,, SSpprriinngg//SSuummmmeerr,, FFaallll))



© Copyright 2012 All Rights Reserved. FCD - T


Winter 2011 Spring/Summer 2011 Fall 2011

1. New York 8.0% 1. Tampa/St. Petersburg 12.2% 1. New York 7.9%

2. Chicago 6.6 2. Greater Orlando Area 8.5 2. Tampa/St. Petersburg 7.2

3. Philadelphia 5.3 3. New York 7.4 3. Chicago 6.1

4. Boston 5.2 4. Chicago 6.3 4. Greater Orlando Area 6.1

5. Tampa/St. Petersburg 3.8 5. Philadelphia 3.1 5. Philadelphia 4.3

6. Detroit 3.5 6. Cincinnati 2.9 6. Boston 3.5

7. Indianapolis 2.9 7. Boston 2.8 7. Indianapolis 3.4

8. Pittsburgh 2.7 8. Indianapolis 2.6 8. Detroit 3.3

9. Minneapolis/St. Paul 2.7 9. Pittsburgh 2.5 9. Pittsburgh 2.8

10. Greater Orlando Area 2.6 10. Atlanta 2.2 10. Atlanta 2.5





Winter 2010 Spring/Summer 2010 Fall 2010

1. New York 7.2% 1. Tampa/St. Petersburg 13.4% 1. New York 7.8%

2. Chicago 7.0 2. Greater Orlando Area 8.5 2. Tampa/St. Petersburg 7.5

3. Philadelphia 5.3 3. New York 6.7 3. Chicago 6.5

4. Boston 5.0 4. Chicago 6.1 4. Greater Orlando Area 5.5

5. Indianapolis 4.2 5. Indianapolis 3.4 5. Philadelphia 4.4

6. Detroit 3.6 6. Philadelphia 3.4 6. Boston 3.4

7. Tampa/St. Petersburg 3.2 7. Cincinnati 3.3 7. Indianapolis 2.9

8. Pittsburgh 3.0 8. Atlanta 3.2 8. Detroit 2.9

9. Cincinnati 2.9 9. Detroit 2.9 9. Atlanta 2.8

10. Minneapolis/St. Paul 2.9 10. St. Louis 2.7 10. Pittsburgh 2.8

2010 - 2011 Winter Visitor Profile -- St. Petersburg/Clearwater Area

1/10 2/10 3/10 4/10 1/11 2/11 3/11 4/11H/M/C/C VISITORS 125,600 162,600 308,600 290,400 892,900 ** 138,100 167,400 317,400 296,300 927,300 **V F/R VISITORS 114,000 150,100 293,400 503,800 1,061,300 113,200 147,300 296,400 510,900 1,067,800TOTAL VISITORS 239,600 312,700 602,000 794,200 1,954,200 ** 251,300 314,700 613,800 807,200 1,995,100 **

H/M/C/C $$ 127,169,200 184,250,400 267,617,900 195,523,400 779,388,800 ** 138,655,700 191,545,800 289,313,300 201,620,300 828,060,600 **V F/R $$ 66,959,300 102,021,500 142,299,000 257,441,800 568,721,600 66,222,000 100,458,600 146,718,000 260,559,000 573,957,600TOTAL EXPENDITURES 194,128,500 286,271,900 409,916,900 452,965,200 1,348,110,400 ** 204,877,700 292,004,400 436,031,300 462,179,300 1,402,018,200 **

Room Nights (e) 452,100 530,800 736,000 678,300 2,397,200 493,300 538,100 762,400 686,900 2,480,700

Occupancy Rate (%) 55.1 73.5 85.8 78.5 73.2 58.4 75.2 88.8 79.7 75.5Room Rate ($) $92.88 $108.40 $127.74 $112.60 $110.41 $91.70 $111.30 $134.70 $120.32 $114.51

Occupancy Rate (%) < 20 Units 57.2 74.4 86.3 74.7 73.2 59.3 74.2 88.6 75.3 74.4 21-50 Units 52.4 75.0 85.4 72.8 71.4 55.4 77.6 90.3 76.5 75.0 51-100 Units 52.9 71.7 81.9 79.0 71.4 55.1 75.0 86.8 78.6 73.9 101+ Units 57.2 73.0 86.9 80.3 74.4 59.9 74.9 89.1 81.4 76.3Condominiums 49.0 86.9 91.7 73.7 75.3 48.3 83.4 93.8 75.6 75.3

Room Rate ($) < 20 Units $104.48 $111.05 $113.49 $106.64 $108.92 $103.19 $114.22 $123.52 $113.63 $113.64 21-50 Units $79.22 $100.47 $120.52 $101.02 $100.31 $81.86 $103.68 $125.88 $106.76 $104.55 51-100 Units $93.15 $111.35 $121.10 $109.62 $108.81 $89.15 $115.03 $126.82 $112.97 $110.99 101+ Units $98.68 $111.75 $138.91 $123.00 $118.09 $96.13 $114.07 $146.60 $133.94 $122.69Condominiums $129.09 $169.10 $192.31 $160.91 $162.85 $125.27 $172.06 $196.96 $170.36 $166.16

Visitor Origin

Florida 5,990 13,759 33,712 73,066 126,527 6,785 14,791 36,828 84,756 143,160 Southeast 17,012 10,319 19,866 30,974 78,171 19,099 11,329 21,483 30,674 82,585 Northeast 65,411 113,197 170,968 225,553 575,129 65,841 106,998 179,230 234,895 586,964 Midwest 86,735 100,064 251,636 271,616 710,051 92,478 101,648 257,796 270,412 722,334 Canada 21,564 34,710 76,454 63,536 196,264 22,366 36,505 69,973 66,190 195,034 Europe 32,585 31,895 39,732 114,365 218,577 33,423 33,673 41,738 105,743 214,577 Markets of Opp. 10,303 8,756 9,632 15,090 43,781 11,308 9,756 6,752 14,530 42,346 Latin America n/a n/a n/a n/a 5,700 n/a n/a n/a n/a 8,100

TOTAL 239,600 312,700 602,000 794,200 1,954,200 ** 251,300 314,700 613,800 807,200 1,995,100 **

Length of Stay

Away from Home 11.3 13.1 10.3 9.3 11.0 11.1 12.6 9.9 9.2 10.7 In Florida 10.4 11.7 8.7 8.7 9.9 10.1 11.3 8.5 8.6 9.6 In St. Pete/Clw 6.7 8.3 6.7 6.1 7.0 6.6 7.9 6.6 6.2 6.8

Party Size 2.4 2.5 3.1 3.1 2.8 2.4 2.4 3.0 3.2 2.8

Winter '10 Winter '11




1/10 2/10 3/10 4/10 1/11 2/11 3/11 4/11Winter '10 Winter '11Type of Party


Transportation Mode


Airport Deplaned

Tampa Int'l 70.6 78.6 76.4 73.4 74.8 68.2 76.3 77.9 74.9 74.3 Orl. Int'l/Sanford 15.4 10.9 14.7 18.9 15.0 19.7 11.2 14.4 18.1 15.9 St. Pete/Clw 7.1 3.9 5.3 4.4 5.2 6.4 6.5 5.1 3.8 5.5 Miami Int'l 3.0 1.9 1.3 1.8 2.0 3.8 2.5 1.4 1.3 2.3

Car Rental


Purpose of Trip

Vacation 87.6 91.3 93.2 93.2 91.3 87.0 87.9 91.5 95.0 90.4 Visit Friends/Relatives 16.6 14.9 8.7 14.2 13.6 15.0 12.5 12.0 14.4 13.5 Business Travelers 18.4 13.3 10.4 17.7 15.0 15.0 12.4 11.4 13.6 13.1 Conferences/Bus. Mtgs. 10.8 8.9 8.6 7.9 9.1 14.0 8.0 9.5 8.3 10.0

First Visit



Info. Most Helpful to Visit

Internet 76.3 78.7 85.8 91.1 83.0 78.1 83.3 92.3 92.4 86.5 Previous Visit 47.7 52.5 55.2 50.7 51.5 47.5 46.9 55.1 53.1 50.7 Recommendation 17.8 23.7 23.6 24.5 22.4 17.6 22.6 18.0 23.1 20.3 Print Media 9.5 9.0 9.4 8.5 9.1 11.8 11.6 7.6 8.3 9.8 Business Contacts 10.2 11.5 2.9 4.9 7.4 12.5 12.5 4.6 4.7 8.6 Travel Professional n/a 6.2 5.5 6.2 6.0 n/a 8.5 3.5 6.9 6.3



1/10 2/10 3/10 4/10 1/11 2/11 3/11 4/11Winter '10 Winter '11Trav. Prof. Assisted (% Yes) 16.7 14.4 10.5 16.4 14.5 13.6 11.1 8.1 15.1 12.0

Reservations

Yes 91.5 96.6 96.2 99.2 95.9 93.0 94.0 96.3 98.8 95.5 No 8.5 3.4 3.8 0.8 4.1 7.0 6.0 3.7 1.2 4.5

Stayed Night Before

At Home 57.8 58.5 65.5 63.8 61.4 55.5 60.0 64.7 67.3 61.9 In FL (not in St. Pete/Clw) 23.5 22.4 17.5 21.7 21.3 23.2 20.1 15.8 20.6 19.9 On Road (not in FL) 18.7 19.0 17.0 14.5 17.3 21.4 19.9 19.5 12.2 18.3

Where in Florida (Before) Orlando 43.0 32.9 43.8 60.5 45.1 43.6 31.6 49.0 63.9 47.0

Visit Other Florida Areas 30.2 30.9 24.3 30.9 29.1 31.1 28.5 20.6 27.9 27.0

Attractions/Theme Parks Visited

Orlando Theme Parks 18.7 13.6 12.4 18.0 15.7 16.1 12.6 15.7 21.0 16.4 Busch Gardens 9.3 11.6 13.8 18.1 13.2 9.7 9.7 9.7 14.5 10.9 St. Petersburg Pier 16.4 8.5 7.4 4.4 9.2 19.6 11.1 6.1 4.6 10.4 Salvador Dali Museum 6.5 6.5 5.4 3.9 5.6 12.5 7.3 4.9 3.3 7.0



More Expensive 5.1 3.1 4.6 6.1 4.7 7.1 8.1 7.5 7.4 7.5 Less Expensive 6.7 6.2 5.3 5.9 6.0 9.4 4.3 5.7 7.0 6.6 As Expected 83.3 85.4 85.8 85.3 85.0 80.9 83.4 80.5 82.4 81.8 Don’t Know 4.9 5.3 4.2 2.7 4.3 2.6 4.2 6.2 3.1 4.0

Recommend Area 93.7 90.2 93.2 92.6 92.4 92.8 92.4 95.8 93.4 93.6




1/10 2/10 3/10 4/10 1/11 2/11 3/11 4/11Winter '10 Winter '11Average Age HH 51.5 53.4 49.1 47.5 50.4 51.0 51.3 47.2 46.9 49.1




Internet 80.1 81.4 87.4 93.1 85.5 82.1 84.7 89.7 93.5 87.5 Visitor/Travel Guides/Brochures 28.3 27.9 18.7 20.8 23.9 24.4 31.7 14.9 21.1 23.0 Television 22.0 20.2 23.0 24.5 22.4 23.2 22.3 30.2 26.4 25.5 Newspapers 15.3 14.3 12.5 11.9 13.5 13.5 12.5 15.9 11.2 13.3 Magazines 8.5 9.3 10.0 8.7 9.1 11.3 11.9 7.1 10.3 10.2


Budget Breakdown

Accommodations $976.74 $1,033.40 $1,188.12 $1,007.45 $1,051.43 $952.47 $1,005.75 $1,231.24 $1,074.98 $1,066.11 Food/Entertainment $840.59 $822.79 $945.82 $775.82 $846.26 $825.56 $810.98 $989.75 $803.96 $857.56 Retail Purchases $244.47 $259.46 $247.62 $249.92 $250.37 $247.83 $267.67 $257.71 $254.50 $256.93 Rental Car $246.27 $269.41 $323.86 $270.99 $277.63 $258.16 $285.94 $334.53 $282.46 $290.27

St. Pete/Clw Budget

Total $2,057.01 $2,342.79 $2,688.32 $2,087.20 $2,293.83 $2,039.81 $2,301.80 $2,734.53 $2,177.46 $2,313.40 Per Person/Trip $857.09 $937.12 $867.20 $673.29 $833.68 $849.92 $959.08 $911.51 $680.46 $850.24 Per Person/Day $122.44 $112.91 $129.43 $110.38 $118.79 $128.78 $121.40 $138.11 $109.75 $124.51

Occupation

Professional/Technical 32.3 31.5 32.5 38.3 33.7 32.7 33.6 33.0 40.0 34.8 Exec./Managerial/Self-Employed 24.4 20.6 23.8 24.0 23.2 25.0 24.1 25.0 24.5 24.7 Retired 25.2 29.8 21.8 10.2 21.8 22.9 24.4 18.2 10.8 19.1 Craft/Mechanical 5.5 3.6 5.1 6.7 5.2 4.0 5.8 6.8 6.4 5.8 Salesman/Buyer 6.3 5.3 8.3 9.2 7.3 8.3 6.7 8.5 8.4 8.0

Reservations



Obtain Travel Info 94.8 97.3 99.3 99.4 97.7 97.7 98.5 97.7 99.0 98.2Book Travel Services 88.0 89.1 90.4 92.0 89.9 92.5 92.2 94.9 92.8 93.1

Book Lodging Reservations 66.3 71.7 69.7 67.4 68.8 68.8 74.5 72.6 69.5 71.4



1/10 2/10 3/10 4/10 1/11 2/11 3/11 4/11Winter '10 Winter '11Compared to the same time last

year, OVER THE NEXT THREE

MONTHS, properties report

reservations:

Up 11.8 22.8 22.4 14.6 17.9 20.3 34.9 33.9 33.8 30.7 Same 24.7 30.4 25.9 30.5 27.9 27.5 27.0 19.4 25.4 24.8 Down 57.7 41.8 44.7 39.0 45.8 43.5 31.7 35.5 23.9 33.7 Don't Know 5.9 5.1 7.1 15.9 8.5 8.7 6.3 11.3 16.9 10.8


2011 Spring/Summer Visitor Profile -- St. Petersburg/Clearwater Area

5/10 6/10 7/10 8/10 5/11 6/11 7/11 8/11H/M/C/C VISITORS 212,500 284,900 301,400 199,200 1,024,900 ** 222,100 302,200 329,100 207,500 1,095,600 **V F/R VISITORS 150,500 234,000 254,300 177,100 815,900 156,200 237,700 257,300 178,500 829,700TOTAL VISITORS 363,000 518,900 555,700 376,300 1,840,800 ** 378,300 539,900 586,400 386,000 1,925,300 **

H/M/C/C $$ 158,001,200 167,307,500 170,607,800 135,397,300 645,110,000 ** 173,154,700 186,270,000 195,231,400 142,525,800 720,626,600 **V F/R $$ 81,162,000 112,945,500 124,232,000 101,301,200 419,640,700 85,415,200 116,747,600 127,081,500 102,765,700 432,010,000TOTAL EXPEND. 239,163,200 280,253,000 294,839,800 236,698,500 1,064,750,700 ** 258,569,900 303,017,600 322,312,900 245,291,500 1,152,636,600 **

Room Nights (e) 507,600 487,100 553,500 475,300 2,023,500 535,100 535,900 600,100 489,000 2,160,100


Occupancy Rate

< 20 Units 63.2 57.9 69.9 53.0 61.0 65.5 64.2 72.3 54.4 64.1 21-50 Units 64.9 64.3 66.7 60.4 64.1 67.7 69.0 74.9 61.4 68.3 51-100 Units 61.8 63.9 67.2 58.6 62.9 65.7 76.4 74.2 62.1 69.6 101+ Units 71.9 74.5 70.8 65.6 70.7 76.0 77.9 79.5 69.7 75.8Condominiums 52.1 57.9 67.1 49.3 56.6 56.0 62.1 74.9 52.8 61.5

Room Rate


Visitor Origin

Florida 42,834 103,780 148,372 88,807 383,793 48,801 104,201 143,668 80,288 376,958 Southeast 28,677 56,560 61,127 23,707 170,071 27,994 60,469 62,158 26,634 177,255 Northeast 84,942 84,062 74,464 65,853 309,321 94,197 85,304 83,855 71,410 334,766 Midwest 121,605 140,103 123,921 92,570 478,199 121,056 150,092 141,909 97,658 510,715 Canada 14,520 10,378 17,782 10,536 53,216 15,510 11,338 16,419 11,194 54,461 Europe 59,169 106,893 114,474 80,528 361,064 58,258 112,299 124,317 85,692 380,566 Markets of Opp. 11,253 17,124 15,560 14,299 58,236 12,484 16,197 14,074 13,124 55,879 Latin America n/a n/a n/a n/a 26,900 n/a n/a n/a n/a 34,700

TOTAL 363,000 518,900 555,700 376,300 1,840,800 ** 378,300 539,900 586,400 386,000 1,925,300 **

Length of Stay

Away from Home 7.9 9.1 9.0 8.7 8.7 7.9 9.0 8.9 8.6 8.6 In St. Pete/Clw 5.8 5.3 5.5 5.6 5.6 5.9 5.4 5.3 5.5 5.5

Party Size 2.9 3.1 3.4 3.0 3.1 2.8 3.0 3.3 3.1 3.1

Spg/Sum '10 Spg/Sum '11


Research Data Services, Inc. - 1 - www.KlagesGroup.com © Copyright 2011.


5/10 6/10 7/10 8/10 5/11 6/11 7/11 8/11Spg/Sum '10 Spg/Sum '11Type of Party


Transportation Mode


Airport Deplaned

Tampa Int'l 76.8 56.7 56.3 57.6 61.9 77.7 59.0 55.7 56.2 62.2 Orl. Int'l/Sanford 15.6 34.5 33.6 36.2 30.0 14.2 32.3 31.6 31.9 27.5 St. Pete/Clw 5.6 5.7 7.7 4.1 5.8 5.5 5.4 7.9 5.1 6.0 Miami Int'l 1.8 0.8 2.0 1.4 1.5 2.3 2.1 2.9 2.5 2.5

Car Rental


Purpose of Trip

Vacation 92.1 90.4 84.5 93.2 90.1 90.6 89.0 80.1 90.6 87.6 Visit Friends/Rel 14.1 8.4 13.4 12.6 12.1 14.0 9.4 10.7 10.6 11.2 Business Travelers 12.7 14.0 11.3 13.3 12.8 11.5 13.6 10.0 13.5 12.2 Conferences/Bus. Mtgs. 8.4 9.1 7.2 9.0 8.4 9.1 10.4 13.0 7.1 9.9

First Visit



Information Sources

Internet 89.3 88.3 90.6 91.7 90.0 91.0 91.8 91.9 92.7 91.9 Previous Visit 52.3 46.4 43.5 51.0 48.3 56.0 49.1 38.0 49.6 48.2 Recommendation 24.5 26.9 28.5 25.5 26.4 20.1 20.4 29.0 23.1 23.2 Print Media 11.9 21.8 19.6 12.4 16.4 8.2 14.4 17.7 14.6 13.7 Business Contacts 6.1 7.2 6.0 5.9 6.3 7.5 9.2 8.4 6.2 7.8 Travel Professional 8.0 10.4 9.9 7.7 9.0 9.0 12.0 9.1 7.0 9.3

Travel Prof. Assisted (% Yes) 14.9 17.6 16.6 17.7 16.7 12.8 18.6 18.0 19.4 17.2

Reservations

Yes 98.5 97.5 97.7 93.7 96.9 97.4 94.8 95.5 93.3 95.3 No 1.5 2.5 2.3 6.3 3.2 2.6 5.2 4.5 6.7 4.8



5/10 6/10 7/10 8/10 5/11 6/11 7/11 8/11Spg/Sum '10 Spg/Sum '11Stayed Night Before

At Home 81.9 68.9 61.8 65.0 69.4 76.6 65.6 60.3 61.8 66.1 In FL (not in St. Pete/Clw) 13.8 23.1 33.0 29.4 24.8 17.8 25.5 30.8 31.2 26.3 On Road (not in FL) 4.3 8.0 5.2 5.5 5.8 5.6 8.9 8.9 7.0 7.6

Where in Florida (Before) Orlando 61.5 68.5 73.6 74.5 69.5 62.1 66.1 69.4 70.9 67.1

Visit Other Florida Areas This Trip 19.1 36.5 31.5 33.5 30.2 25.3 33.6 30.3 33.0 30.6

Attractions/Theme Parks Visited





Recommend Area 91.6 95.4 94.3 96.3 94.4 94.4 96.3 93.3 95.9 95.0


Average Age HH 45.5 45.0 44.2 45.9 45.2 46.5 45.4 44.9 45.6 45.6




Internet 93.3 85.0 93.2 90.6 90.5 96.8 92.6 91.6 92.1 93.3 Brochures/Visitor/Travel Guides 25.5 29.8 33.0 31.9 30.1 18.7 20.0 27.9 27.3 23.5 Television 27.8 26.1 31.2 26.8 28.0 36.7 34.1 32.1 25.6 32.1 Newspapers 13.3 10.1 7.9 13.3 11.2 14.8 14.7 12.9 15.8 14.6 Magazines 7.6 4.8 2.0 5.4 5.0 9.3 8.3 5.0 7.0 7.4




5/10 6/10 7/10 8/10 5/11 6/11 7/11 8/11Spg/Sum '10 Spg/Sum '11Budget Breakdown

Accomodations 786.90 752.05 738.70 699.71 744.34 815.39 770.22 750.30 737.90 768.45 Food/Entertainment 719.30 702.30 745.95 749.15 729.18 737.95 725.28 746.26 739.63 737.28 Retail Purchases 229.99 254.68 255.24 245.67 246.40 235.60 279.40 276.53 261.52 263.26 Rental Car 223.18 253.95 252.08 261.09 247.58 232.44 241.56 267.85 265.18 251.76

St. Pete/Clw Budget

Total 1,790.66 1,820.47 1,839.82 1,789.80 1,810.19 1,844.64 1,849.14 1,871.42 1,868.95 1,858.54 Per Person/Trip 617.47 587.25 541.12 596.60 585.61 658.80 616.38 567.10 602.89 611.29 Per Person/Day 106.46 110.80 98.39 106.54 105.55 111.66 114.14 107.00 109.62 110.61

Occupation

Professional/Technical 35.7 39.5 42.8 37.9 39.0 39.3 39.3 45.3 40.1 41.0 Exec./Managerial 26.0 20.6 26.7 28.3 25.4 24.2 22.6 27.5 27.7 25.5 Retired 11.3 10.8 5.8 7.9 9.0 11.7 11.7 6.1 7.3 9.2 Craft/Mechanical 7.2 8.0 6.7 7.5 7.4 7.7 9.7 7.7 6.3 7.9 Salesman/Buyer 7.5 7.9 8.4 6.8 7.7 7.0 7.0 4.7 5.8 6.1

Reservations

Less than One Month 50.2 55.3 53.6 63.5 55.7 51.5 51.2 53.9 56.5 53.3 1-2 Months 26.0 24.6 31.6 10.8 23.3 24.9 26.7 26.7 19.1 24.4 3 Months or More 23.8 20.1 14.8 25.7 21.1 23.6 22.1 19.4 24.4 22.4


Obtain Travel Info 98.6 98.6 98.6 98.8 98.7 98.4 97.0 97.6 99.7 98.2Book Travel Services 88.7 90.9 90.7 92.5 90.7 90.7 90.4 92.4 93.7 91.8


Compared to the same time last



reservations:



2011 Fall Visitor Profile - St. Petersburg/Clearwater Area

9/10 10/10 11/10 12/10 9/11 10/11 11/11 12/11H/M/C/C VISITOR 142,100 187,300 127,400 174,000 633,800 ** 155,800 195,000 141,000 188,800 685,900 **V F/R VISITORS 72,900 172,700 145,600 226,900 618,100 74,000 176,200 147,700 231,000 628,900TOTAL 215,000 360,000 273,000 400,900 1,251,900 ** 229,800 371,200 288,700 419,800 1,314,800 **

H/M/C/C $$ 97,608,700 136,492,900 100,293,600 119,755,600 456,310,800 ** 108,671,500 145,751,900 114,104,200 133,060,600 505,537,800 **V F/R $$ 37,251,900 88,596,000 78,770,000 115,492,100 320,110,000 38,924,000 93,033,600 81,664,000 118,148,400 331,770,000TOTAL EXPENDITURES 134,860,600 225,088,900 179,063,600 235,247,700 776,420,800 ** 147,595,500 238,785,500 195,768,200 251,209,000 837,307,800 **

Room Nights (e) 359,300 453,600 370,900 417,900 1,601,700 386,600 464,600 395,000 445,100 1,691,300


Occupancy Rate


Room Rate


Visitor Origin

Florida 38,055 34,920 33,306 35,280 141,561 41,364 37,120 36,087 38,202 152,773 Southeast 9,675 22,680 12,012 24,455 68,822 9,192 24,499 13,858 26,447 73,996 Northeast 41,495 74,160 70,980 91,405 278,040 43,892 72,755 76,794 100,752 294,193 Midwest 50,095 105,840 59,241 100,225 315,401 54,003 107,648 62,071 102,851 326,573 Canada 9,030 10,440 19,656 30,468 69,594 9,192 12,250 19,920 29,806 71,168 Europe 58,480 97,560 66,612 99,022 321,674 64,114 103,936 68,711 102,431 339,192 Markets of Opportunity 8,170 14,400 11,193 20,045 53,808 8,043 12,992 11,259 19,311 51,605 Latin America n/a n/a n/a n/a 3,000 n/a n/a n/a n/a 5,300

TOTAL 215,000 360,000 273,000 400,900 1,251,900 ** 229,800 371,200 288,700 419,800 1,314,800 **

Length of Stay

Away from Home 9.1 9.2 9.4 10.2 9.5 8.9 9.2 9.2 10.2 9.4 In St. Pete/Clw Area 5.8 6.2 6.0 6.2 6.1 5.9 6.0 5.5 6.0 5.9

Party Size 2.5 2.5 2.6 2.6 2.6 2.6 2.4 2.5 2.6 2.5

Fall 2010 Fall 2011




9/10 10/10 11/10 12/10 9/11 10/11 11/11 12/11Fall 2010 Fall 2011Type of Party


Transportation Mode


Airport Deplaned

Tampa Int'l 66.2 68.4 68.7 63.9 66.8 61.8 66.4 70.9 67.4 66.6 Orlando Int'l/Sanford 27.8 25.5 25.5 29.4 27.1 28.2 21.8 20.4 21.1 22.9 St. Pete/Clw Airport 1.7 n/a 1.0 3.8 2.2 3.8 3.9 3.2 5.4 4.1 Miami Int'l 2.3 3.0 3.9 3.8 3.3 5.6 4.2 4.2 5.0 4.8

Car Rental

Tampa 55.5 58.8 59.8 57.9 58.0 52.5 59.1 63.7 62.8 59.5 Greater Orlando Area 35.9 33.0 32.6 33.6 33.8 34.8 27.9 25.9 26.2 28.7 St. Pete/Clw 3.1 n/a 1.3 4.9 3.1 3.8 4.3 4.2 6.1 4.6 Miami 2.9 4.1 5.2 5.0 4.3 6.9 5.2 5.6 5.8 5.9

Purpose of Trip

Vacation 87.8 85.7 86.3 87.5 86.8 86.6 82.5 89.2 86.1 86.1 Visit Friends/Relatives 12.1 15.8 17.1 16.4 15.4 11.2 13.6 16.0 17.3 14.5 Business Traveler 10.9 12.6 14.9 17.0 13.9 11.5 15.4 16.0 16.8 14.9 Conferences/Business Mtgs. 13.3 11.7 13.3 12.8 12.8 15.5 11.9 14.8 14.4 14.2

First Visit



Information Sources

Internet 85.7 90.0 88.9 89.2 88.5 88.2 93.1 92.8 92.6 91.7 Previous Visit 56.4 47.8 52.0 49.5 51.4 52.5 48.4 51.3 42.4 48.7 Recommendation 19.3 16.7 14.9 22.7 18.4 17.3 15.3 18.5 22.2 18.3 Print Media 8.5 7.8 7.5 9.4 8.3 10.6 11.1 10.0 12.0 10.9 Business Contacts 10.1 12.5 6.8 9.3 9.7 9.7 12.4 7.9 11.8 10.5 Travel Professional 9.0 9.6 8.1 7.6 8.6 12.4 11.0 7.6 10.6 10.4

Travel Professional Assisted (% Yes) 21.7 23.8 18.7 19.2 20.9 21.2 19.3 20.0 21.9 20.6



9/10 10/10 11/10 12/10 9/11 10/11 11/11 12/11Fall 2010 Fall 2011Reservations

Yes 94.4 95.1 96.4 97.0 95.7 93.4 94.4 93.2 96.1 94.3 No 5.6 4.9 3.6 3.0 4.3 6.6 5.6 6.8 3.9 5.7

Stayed Night Before

At Home 66.9 66.0 69.9 62.7 66.4 64.3 64.7 66.6 63.1 64.7 In FL (not in Area) 28.0 26.9 22.4 27.0 26.1 28.4 23.5 23.2 27.1 25.6 On Road (not in FL) 5.1 7.2 7.7 10.3 7.6 7.3 11.8 10.2 9.9 9.8








Recommend St. Pete/Clw 95.2 93.3 92.3 93.5 93.6 96.6 95.7 95.1 95.0 95.6


Average Age Head of HH 48.6 47.9 49.2 47.8 48.4 47.5 46.5 48.3 46.5 47.2

Median Annual HH Income 105,514 116,170 117,174 109,744 112,151 106,753 112,206 112,731 112,306 110,999



Internet 87.8 87.5 84.2 86.3 86.5 89.9 89.6 88.0 90.5 89.5 Brochure/VGs/Travel Guides 26.4 32.4 23.7 36.8 29.8 31.2 27.4 21.7 40.8 30.3 Television 33.1 32.2 25.5 25.2 29.0 39.2 33.2 28.0 31.9 33.1 Newspapers 8.9 8.2 8.6 6.8 8.1 10.7 11.7 9.7 6.6 9.7 Magazines 7.6 7.9 6.9 7.6 7.5 11.6 10.6 9.1 9.8 10.3




9/10 10/10 11/10 12/10 9/11 10/11 11/11 12/11Fall 2010 Fall 2011Budget Breakdown

Accomodations 669.68 735.07 694.14 773.81 718.18 703.10 740.61 692.07 797.96 733.44 Food/Entertainment 670.04 704.36 747.41 811.91 733.43 692.22 719.02 736.58 810.64 739.62 Retail Purchases 234.13 250.46 274.13 302.32 265.26 250.30 258.54 281.08 313.26 275.80 Rental Car 230.53 268.76 277.57 303.94 270.20 241.81 273.68 270.42 320.99 276.73

St. Pete/Clw Budget

Total 1,596.61 1,854.29 1,703.22 1,863.90 1,754.51 1,686.11 1,868.95 1,683.51 1,908.63 1,786.80 Per Person/Trip 638.64 741.72 655.08 716.88 688.08 648.50 778.73 673.40 734.09 708.68 Per Person/Day 110.11 119.63 109.18 115.63 113.64 109.92 129.79 122.44 122.35 121.13

Occupation

Professional/Technical 35.9 36.2 32.6 39.2 36.0 38.5 38.7 30.8 41.7 37.4 Executive/Managerial 21.3 29.3 22.2 21.5 23.6 23.1 31.1 27.4 23.7 26.3 Retired 16.8 11.8 16.4 16.3 15.3 13.3 10.7 14.4 13.9 13.1 Craft/Mechanical/Factory 9.0 4.9 6.1 7.0 6.8 8.3 6.3 6.7 7.1 7.1 Salesman/Buyer 7.5 7.2 8.3 8.0 7.8 6.9 5.3 9.3 7.0 7.1

Reservations





Compared to the same time last



reservations:





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St. Petersburg/Clearwater AreaHotel/Motel/Condo/Campground and V F/R Visitor Origins

2006 - 2011

Florida Southeast Northeast

2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011

Jan. 6,364 7,554 6,558 5,773 5,990 6,785 14,850 16,458 17,836 16,315 17,012 19,099

Feb. 10,889 13,422 11,594 13,473 13,759 14,791 12,868 12,751 14,322 12,158 10,319 11,329

Mar. 30,800 34,245 26,741 31,069 33,712 36,828 18,118 22,830 20,374 23,448 19,866 21,483

Apr. 56,707 60,792 60,737 63,761 73,066 84,756 35,548 37,995 34,945 28,423 30,974 30,674

Win. 104,760 116,013 105,630 114,076 126,527 143,160 81,384 90,034 87,477 80,344 78,171 82,585

May 42,778 38,824 38,892 45,911 42,834 48,801 25,746 21,142 20,742 20,998 28,677 27,994

Jun. 89,845 85,637 92,412 94,916 103,780 104,201 51,099 52,960 53,443 52,561 56,560 60,469

Jul. 118,977 117,657 126,784 138,497 148,372 143,668 49,574 55,973 52,072 57,230 61,127 62,158

Aug. 78,503 67,549 65,085 66,731 88,807 80,288 25,642 29,978 23,839 24,978 23,707 26,634

Sp./Sm. 330,103 309,667 323,173 346,055 383,793 376,958 152,061 160,053 150,096 155,767 170,071 177,255

Sept. 43,587 39,455 34,159 40,743 38,055 41,364 8,674 9,220 6,392 7,780 9,675 9,192

Oct. 23,291 25,716 28,448 28,002 34,920 37,120 25,474 27,165 22,403 22,471 22,680 24,499

Nov. 23,503 22,097 26,362 30,502 33,306 36,087 14,331 15,015 11,836 10,689 12,012 13,858

Dec. 34,672 35,809 31,832 37,814 35,280 38,202 23,115 20,580 22,282 23,989 24,455 26,447

Fall 125,053 123,077 120,801 137,061 141,561 152,773 71,594 71,980 62,913 64,929 68,822 73,996

Total 559,916 548,757 549,604 597,192 651,881 672,891 305,039 322,067 300,486 301,040 317,064 333,836

* Please Note: Annual and seasonal figures are calculated to include Latin American visitors.

* | Research Data Services, Inc. | © Copyright 2012. | PCD - 02.03.12


2006 - 2011

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

Northeast Midwest Canada

2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011

78,493 80,940 72,657 68,774 65,411 65,841 99,177 97,668 97,313 82,830 86,735 92,478

115,154 117,782 116,963 121,582 113,197 106,998 111,855 111,741 113,212 100,223 100,064 101,648

160,645 173,763 178,913 170,584 170,968 179,230 256,670 267,620 273,144 238,583 251,636 257,796

257,300 251,610 256,262 235,069 225,553 234,895 293,694 291,294 277,895 254,274 271,616 270,412

611,592 624,095 624,795 596,009 575,129 586,964 761,396 768,323 761,564 675,910 710,051 722,334

101,795 103,788 94,452 88,975 84,942 94,197 132,294 124,930 121,862 112,820 121,605 121,056

90,406 99,158 89,629 77,055 84,062 85,304 191,482 181,415 172,577 141,863 140,103 150,092

93,639 103,378 88,296 91,568 74,464 83,855 144,315 151,926 134,708 124,189 123,921 141,909

81,264 85,536 74,545 70,459 65,853 71,410 102,566 112,715 96,492 98,419 92,570 97,658

367,104 391,860 346,922 328,057 309,321 334,766 570,657 570,986 525,639 477,291 478,199 510,715

39,033 41,385 35,957 38,901 41,495 43,892 57,032 57,253 42,149 45,657 50,095 54,003

81,517 77,873 62,941 63,263 74,160 72,755 114,269 116,991 99,924 106,130 105,840 107,648

73,948 75,924 60,794 65,957 70,980 76,794 73,661 69,409 57,566 53,704 59,241 62,071

94,522 95,903 84,355 94,738 91,405 100,752 130,845 126,361 99,873 100,430 100,225 102,851

289,020 291,085 244,047 262,859 278,040 294,193 375,807 370,014 299,512 305,921 315,401 326,573

1,267,716 1,307,040 1,215,764 1,186,925 1,162,490 1,215,923 1,707,860 1,709,323 1,586,715 1,459,122 1,503,651 1,559,622



2006 - 2011

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

Canada Europe Markets of Opportunity

2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011

21,480 22,663 23,082 20,833 21,564 22,366 30,496 32,646 33,050 44,929 32,585 33,423

35,965 34,563 36,146 32,531 34,710 36,505 34,315 36,912 39,556 38,775 31,895 33,673

81,531 76,735 79,588 68,585 76,454 69,973 45,295 46,294 48,389 43,379 39,732 41,738

60,939 59,947 64,066 56,079 63,536 66,190 130,343 127,494 123,971 116,766 114,365 105,743

199,915 193,908 202,882 178,028 196,264 195,034 240,449 243,346 244,966 243,849 218,577 214,577

13,863 14,992 15,186 13,524 14,520 15,510 65,355 66,117 66,672 61,215 59,169 58,258

11,231 12,958 13,918 11,227 10,378 11,338 110,060 111,553 116,907 117,369 106,893 112,299

22,033 21,704 24,338 21,747 17,782 16,419 103,003 99,951 122,822 121,328 114,474 124,317

14,201 13,190 11,730 10,811 10,536 11,194 76,530 71,946 90,438 86,490 80,528 85,692

61,328 62,844 65,172 57,309 53,216 54,461 354,948 349,567 396,839 386,402 361,064 380,566

10,192 10,507 10,188 8,190 9,030 9,192 51,393 48,676 65,521 58,351 58,480 64,114

17,832 18,834 17,780 15,902 10,440 12,250 90,251 81,857 112,014 97,487 97,560 103,936

22,070 22,381 23,672 20,074 19,656 19,920 69,075 69,125 78,817 69,346 66,612 68,711

28,480 30,047 30,240 27,649 30,468 29,806 80,075 81,085 109,025 98,397 99,022 102,431

78,574 81,769 81,880 71,815 69,594 71,168 290,794 280,743 365,377 323,581 321,674 339,192

339,817 338,521 349,934 307,152 319,074 320,663 886,191 873,656 1,007,182 953,832 901,315 934,335



2006 - 2011

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

Markets of Opportunity Latin America TOTAL

2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011

14,320 11,871 11,804 11,546 10,303 11,308 n/a n/a n/a n/a n/a n/a

8,909 8,389 9,207 9,858 8,756 9,756 n/a n/a n/a n/a n/a n/a

10,871 12,683 9,551 10,552 9,632 6,752 n/a n/a n/a n/a n/a n/a

11,849 15,198 14,144 13,828 15,090 14,530 n/a n/a n/a n/a n/a n/a

45,949 48,141 44,706 45,784 43,781 42,346 5,000 4,680 5,300 6,270 5,700 8,100

14,259 14,607 12,594 12,457 11,253 12,484 n/a n/a n/a n/a n/a n/a

17,407 19,719 17,814 15,309 17,124 16,197 n/a n/a n/a n/a n/a n/a

19,279 20,561 16,980 17,741 15,560 14,074 n/a n/a n/a n/a n/a n/a

15,779 18,786 16,271 14,912 14,299 13,124 n/a n/a n/a n/a n/a n/a

66,724 73,673 63,659 60,419 58,236 55,879 16,200 16,800 18,300 19,400 21,200 34,700

6,939 7,934 5,394 5,118 8,170 8,043 n/a n/a n/a n/a n/a n/a

11,281 13,764 12,090 12,445 14,400 12,992 n/a n/a n/a n/a n/a n/a

10,032 9,349 9,953 10,428 11,193 11,259 n/a n/a n/a n/a n/a n/a

21,051 21,815 20,293 23,583 20,045 19,311 n/a n/a n/a n/a n/a n/a

49,303 52,862 47,730 51,574 53,808 51,605 4,540 4,700 4,600 2,700 3,000 5,300

161,976 174,676 156,095 157,777 155,825 149,830 25,740 26,180 28,200 28,370 29,900 48,100



2006 - 2011

Florida

Jan.

Feb.

Mar.

Apr.

Win.

May

Jun.

Jul.

Aug.

Sp./Sm.

Sept.

Oct.

Nov.

Dec.

Fall

Total

TOTAL

2006 * 2007 * 2008 * 2009 * 2010 * 2011 *

265,180 269,800 262,300 251,000 239,600 251,300

329,955 335,560 341,000 328,600 312,700 314,700

603,930 634,170 636,700 586,200 602,000 613,800

846,380 844,330 832,020 768,200 794,200 807,200

2,050,445 2,088,540 2,077,320 1,940,270 1,954,200 1,995,100

396,090 384,400 370,400 355,900 363,000 378,300

561,530 563,400 556,700 510,300 518,900 539,900

550,820 571,150 566,000 572,300 555,700 586,400

394,485 399,700 378,400 372,800 376,300 386,000

1,919,125 1,935,450 1,889,800 1,830,700 1,835,100 1,925,300

216,850 214,430 199,760 204,740 215,000 229,800

363,915 362,200 355,600 345,700 360,000 371,200

286,620 283,300 269,000 260,700 273,000 288,700

412,760 411,600 397,900 406,600 400,900 419,800

1,284,685 1,276,230 1,226,860 1,220,440 1,251,900 1,314,800

5,254,255 5,300,220 5,193,980 4,991,410 5,041,200 5,235,200

* | Research Data Services, Inc. | © Copyright 2012.

Documents

St. Petersburg/Clearwater Area Convention and Visitors Bureau … · 2018-12-04 · St. Petersburg/Clearwater Area – Annual 2011 2 # of Visitors 2010 2011 % ∆ H/M/C/C Visitor