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

Visit St. Petersburg/Clearwater

VISITOR PROFILE STUDY

Report of FindingsFebruary 2018

TABLE OF CONTENTS

Overview & Methodology

Point of Origin & Demographic Profile

Top 10 Visitor Insights

Visitor Trip Details

Travel Planning and Satisfaction Metrics

3

6

9

10

22

Page 3

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

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, completed surveys from Pinellas County visitors were collected.

February 2018.

421

Page 4

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

Image by Destination Analysts’ surveyor at Clearwater Beach, February 2018.

Page 5

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:

3 Daughters Brewing

Beach Drive

The Chihuly Collection

Clearwater Beach

Clearwater Marine Aquarium

Clearwater Sea-Blues Festival

The Dali Museum

John's Pass Village & Boardwalk

Shephard’s Resort

St. Petersburg-Clearwater International Airport

St. Petersburg Saturday Morning Market

Straub Park

Wyndham Grand Clearwater Beach

Image by Destination Analysts’ surveyor at Clearwater Sea-Blues Festival in Coachman Park.

Page 6

POINT OF ORIGIN& DEMOGRAPHIC PROFILE

Page 7

Chart: Country of Origin Chart: State of Origin

Question: In what country do you reside? Base: All Respondents.

Question: What is your zip/postal code? Base: Domestic respondents.

Point Of Origin

Question: What is your zip/postal code? Base: Domestic respondents.

Chart: MSA of Origin

1.0%

0.2%

1.2%

9.5%

87.9%

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

Other

Germany

United Kingdom

Canada

United States

2.8%

3.1%

3.4%

3.4%

3.7%

4.5%

4.8%

5.1%

5.3%

7.0%

9.3%

9.3%

9.6%

11.2%

0% 10% 20% 30% 40%

Tennessee

Kentucky

Massachusetts

Iowa

New Jersey

Minnesota

Wisconsin

Indiana

Pennsylvania

New York

Illinois

Michigan

Florida

Ohio

421 responses. 356 responses.

1.8%1.8%1.8%2.2%2.2%2.2%2.2%2.5%2.5%2.5%2.9%2.9%2.9%3.3%3.6%4.0%

0% 10%

Milwaukee, WI

Grand Rapids, MI

Boston, MA

Flint, MI

Indianapolis, IN

Cincinnati, OH-KY-IN

Cleveland, OH

Columbus, OH

Dayton-Springfield, OH

St. Louis, MO-IL

Pittsburgh, PA

Minneapolis-St. Paul, MN-WI

Orlando, FL

Chicago, IL

Detroit, MI

Tampa, FL

276 responses.

Page 8

The following presents the demographic profile for all respondents surveyed in

Female –Male –

Married/partnered –Has children under 18 –

Demographic Profile

Heterosexual –LGBTQ –

February 2018.

59.8Mean age –

$70,536Mean household income –

96.9%0.7%0.5%0.0%

EthnicityCaucasian – _____

Latino/Hispanic – ____Black/African-American – ____

40.2%59.8%

78.7%5.3%

92.3%1.7%

Page 9

TOP 10 VISITOR INSIGHTSFEBRUARY 2018

1. In February 2018, the top domestic visitor markets represented were Tampa, FL (4.0%), Detroit, MI (3.6%), and Chicago, IL (3.3%), followed by

Orlando, FL (2.9%), Minneapolis-St. Paul, MN-WI (2.9%) and Pittsburgh, PA (2.9%).

2. In total, 12.1 percent of survey respondents were international residents, with Canada (9.5%) being the top international market.

3. Nine in ten domestic survey respondents (90.4%) were out-of-state residents, up from 77.9 percent in January 2018.

4. One-in-five visitors (21.6%) were in the St. Petersburg/Clearwater area for the first time (vs. 40.5% in February 2017).

5. The typical travel party included 2.4 people. In total, 7.8 percent of travel groups surveyed included children under 18.

6. On average, February 2018 visitors stayed 8.5 days in the St. Pete/Clearwater area (vs. 6.8 in February 2017), spending an average of $104.67 per

person, per day (vs. $174.20 in February 2017).

7. A majority of visitors arrived in the area by car, using either a personal automobile (50.1%) or rental car (18.6%). Of the visitors who arrived into

the area by airplane, 42.3 percent flew into the St. Petersburg-Clearwater International Airport, while 47.0 percent flew into Tampa.

8. Nearly all visitors surveyed (99.1%) said they were “satisfied” (7.9%) or “very satisfied” (91.2%) with their experience in the St. Pete/Clearwater

area. Respondents rated their likelihood to recommend the area to other travelers an average of 9.5 out of 10.

9. Visitors rated their likelihood to return to St. Pete/Clearwater an average of 9.4 out of 10.

10. In total, 32.9 percent of February 2018 visitors surveyed recalled reading, seeing or hearing paid or earned media for the St. Pete/Clearwater

area in the past six months.

Page 10

VISITOR TRIP DETAILS

Page 11

Chart: Type of Lodging

Lodging Type / Daily Spending In-Market

Question: Where are you staying overnight on this trip to the St. Pete/Clearwater area? (Select one) Base: All Respondents.

Chart: Per Day Travel Party Spending

Question: Approximately how much will you spend on each of the following while in the St. Petersburg/Clearwater area? Base: All Respondents.

6.9%

0.0%

0.0%

2.4%

0.0%

5.7%

20.7%

0.2%

16.2%

0.5%

2.9%

2.1%

42.5%

0% 20% 40% 60%

Regional Resident on a Day Trip

Just passing through

Other lodging outside SPC

RV/Trailer park in SPC

Campground in SPC

Private residence outside SPC

Private residence in SPC

Condo/vacation home outside SPC

Condo/vacation home in SPC

Home share rental outside SPC

Home share rental in SPC

Hotel, resort or motel outside of SPC

Hotel, resort or motel in SPC

421 responses.

$10.82

$7.47

$7.51

$8.70

$23.95

$67.09

$102.94

$0 $50 $100 $150

Other

Car rental (in area only)

Gas, parking and local transportation

Other Entertainment & sightseeing

Retail store purchases

Restaurants (including in your hotel)

Hotel/motel/inn/lodging (per night,before tax)

Mean Travel Party Spending =_________

Avg # of People Covered by Spending = ____

Mean Spending per Person = _______

$228.47

2.2

$104.67

375 responses.

Feb ‘17 Mean Spending per Person = $174.20

2.18

Page 12

9.5%

7.5%

6.8%

9.3%

8.3%

4.8%

10.5%

7.0%

1.0%

0% 10% 20% 30% 40%

1

2

3

4

5

6

7

8

9

10 or more

Chart: Days in Market Chart: Nights in Market

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

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

Days & Nights in St. Pete/Clearwater

Mean Days(< 30) = ___

Mean Days (> 30) = ___

8.5

16.2

400 responses. 400 responses.

11.5%

6.5%

6.0%

9.3%

8.0%

4.8%

9.5%

8.0%

1.0%

2.3%

35.3%

0% 10% 20% 30% 40%

0

1

2

3

4

5

6

7

8

9

More than 10

Mean Nights (< 30) = ___

Mean Nights (> 30) = ___

7.5

15.5

Feb ‘17 MeanDays = 6.8

Page 13

Chart: Other Destinations Visited on St. Pete/Clearwater Trip

Question: Which of these other destinations did you visit while on this trip? (Show list. Select all that apply) Base: All Respondents.

Primary Reason for Visit / Other Destinations Visited

Chart: Primary Reason for Visit

Question: What is your primary reason for visiting the St. Pete/Clearwater Area? (Select one)Base: All Respondents. 413 responses.

0.0%

0.0%

0.0%

1.2%

1.2%

1.5%

1.5%

1.5%

1.9%

2.2%

17.4%

71.7%

0% 20% 40% 60% 80%

Government business/travel

Honeymoon

Wedding

On or pre/post a cruise

Attend sports event/tournament

Other personal reasons

Conference/tradeshow

Attend special event

Weekend getaway

Business

Visit friends or family in the area

Vacation

54.6%0.0%0.5%0.5%0.5%0.7%0.7%0.7%0.7%1.0%1.2%1.2%1.9%2.1%

5.0%10.2%10.7%

22.6%

0% 20% 40% 60%

NONE—SPC was my only destinationTallahassee

SebringPanhandle

Kennedy/Space Coast/Cocoa/MelbourneDaytona

Ocala/GainesvilleEverglades

MiamiJax/St. Augustine

Lakeland/Winter HavenFlorida KeysCrystal River

Ft. Lauderdale/Palm BeachFt. Myers/SW Florida

Orlando/DisneySarasota Area

Tampa

421 responses.

Page 14

0.0%

0.0%

0.2%

0.5%

1.2%

0.5%

1.7%

14.8%

47.4%

34.0%

0.0%

0.2%

0.2%

0.5%

1.2%

1.9%

2.1%

18.6%

50.1%

55.8%

0% 20% 40% 60%

Other

Train

Public bus

Tour bus

RV

Taxi or limo

Rideshare (Uber, Lyft, etc.)

Rental vehicle

Personal vehicle

Airline

Arrival Departure

Chart: Method of Arrival and Departure Charts: Airport of Arrival and Airline Used

Question: How did you arrive into the St. Pete/Clearwater area and how will you leave? (Select all that apply) Base: All Respondents.

Question: At which airport did you arrive into the area? Which airline did you use?Base: Respondents who arrived by Airline.

Method of Arrival & Departure / Arrival Airport & Airline

419 responses.

0.0%

0.0%

0.0%

0.4%

0.4%

0.9%

2.6%

6.4%

42.3%

47.0%

0% 50%

Palm Beach Int’l.

Jacksonville Int’l.

Miami Int’l.

Sarasota/Bradenton Int’l

Sanford Int’l

Ft. Lauderdale Int’l.

SW Fl Int’l. (Ft. Myers)

Orlando Int’l.

St. Pete-Clearwater Int’l

Tampa Int’l.

234 responses.

11.8%

0.0%

0.9%

2.4%

3.3%

5.2%

11.8%

17.5%

46.9%

0% 50%

Other

Alaska Airlines

Sun Country

Jet Blue

United

American Airlines

Delta Airlines

Southwest

Allegiant

Page 15

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

Question: Which modes of transportation did you, or will you, use while in the St. Petersburg/ Clearwater area? (Select all that apply) Base: All Respondents.

Question: In which city did you rent your rental vehicle? (Select one) Base: Respondents who arrived in the area by rental car.

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

0.7%

0.7%

1.4%

3.4%

8.3%

36.6%

48.3%

0% 20% 40% 60%

West Palm Beach

Sanford

Fort Lauderdale

Ft. Myers

Orlando

St. Petersburg/ Clearwater area

Tampa

145 responses.

0.0%

0.0%

0.2%

0.2%

1.4%

1.7%

1.9%

6.0%

8.4%

34.9%

58.4%

0% 20% 40% 60% 80%

RV

Motorcycle

Boat

Tour bus

Free Beach Rides

Bicycle

Taxi or limo

Public bus

Uber, Lyft, etc.

Rental vehicle

Personal vehicle

416 responses.

Page 16

Chart: Travel Party Composition Chart: Travel Party Size

Question: Which best describes your travel group on this trip? Are you…? (Select all that apply)Base: All Respondents.

Question: How many people of each type are in your immediate travel party, including yourself? Base: All Respondents.

Travel Party Composition / Travel Party Size

0.5%

0.0%

4.0%

2.1%

1.4%

11.2%

78.6%

8.8%

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

Business Associates

Tour Group

Group of Friends

Group of Couples

Extended Family

Immediate Family

Couple

Solo

420 responses.

Mean

Male adults (18 yrs. +) 1.09

Female adults (18 yrs. +) 1.17

Male children (0 to 17 yrs.) 0.07

Female children (0 to 17 yrs.) 0.06

Average Travel Party Size 2.4

Percent with children in party 7.8%

421 responses.

Page 17

0.2%0.7%1.0%1.2%1.2%1.5%1.7%2.5%2.7%2.7%3.4%3.9%4.4%4.9%5.4%6.4%6.9%7.9%8.1%

10.6%13.1%

15.3%15.8%

24.1%31.0%

40.1%61.8%

0% 20% 40% 60% 80%

Lifelong desire to visitArticles, features, reviews, etc. about the area

Fishing opportunitiesThe area’s unique culture

The St.Pete/Clearwater area is romanticBreweries/Distilleries/Craft beer scene

The St.Pete/Clearwater area is family-friendlyGolf

Easy to get toSpecial event(s) and/or festival(s)

Sports or sporting eventsGood hotel rate

A specific attractionAdvertisements for the area

Good deal on airfareAppealing hotels/resorts and other lodging options

Shopping opportunitiesScenic beauty

Recommendation from people I knowOutdoor recreational opportunities

Restaurants, cuisine, food sceneAttractions in the area

Arts & cultural offeringsOverall ambiance & atmosphere

Friends or family in the areaBeaches that suit my tastes

Weather

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.

Important Factors to Destination Decision / Trip Activities

Chart: Important to Decision to Visit Chart: Trip Activities

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.

406 responses.

0.0%0.0%0.7%1.0%1.4%1.9%1.9%2.4%2.6%3.6%3.6%4.0%4.0%4.3%

6.4%7.4%

11.4%15.0%16.6%

22.6%22.8%

30.4%67.9%

82.7%94.3%

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

Paddle boardingJet skiing

SailingKayaking/Canoeing

PhotographyParasailing

Take a dining cruiseBird watching

Attend or participate in a sporting eventBaseball Spring Training

BikingGuided tour

ShellingVisit breweries and/or distilleries

FishingGolf

Other boatingSwimming

Attend a festival or special eventVisit museumsBars/Nightlife

Visit friends or familyShopping

Visit the beachDining in restaurants

421 responses.

Page 18

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

Question: Is this your first visit to Florida?Base: All Respondents.

Question: Prior to this visit, how many times have you been to the St. Petersburg/Clearwater area? Base: All Respondents.

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

420 responses.

First-time Visitors, 21.6%

1-10 Previous Visits , 54.4%

11-20 Previous Visits , 9.8%

More than 20 visits, 14.1%

8.0

Mean # of Past Trips

=____

417 responses.

Yes, 2.1%

No, 97.9%

Page 19

Attractions Visited / Communities Visited

Question: Which of these attractions did you (or will you) visit while on this trip? (Select all that apply) Base: All Respondents.

Question: Which of the following communities in the St. Pete/Clearwater area did you visit? (Show list. Select all that apply) Base: All Respondents.

Chart: Communities VisitedChart: Attractions Visited

54.3%6.5%

0.0%0.0%0.2%0.7%1.0%1.0%1.2%2.7%3.1%4.1%

6.5%6.5%7.0%

9.7%12.8%14.7%

0% 20% 40% 60%

NONE OF THESEOther

Adventure IslandBrooker Creek Preserve

Tampa Bay Rays Game/Tropicana FieldKennedy Space Center

Weedon Island PreserveFlorida Aquarium in Tampa

Heritage VillageFlorida Botanical Gardens

Caladesi IslandBusch Gardens

Sunken GardensClearwater Marine Aquarium

Orlando Area Theme ParksFt. Desoto ParkTarpon Springs

Dali Art Museum

414 responses.

1.4%2.6%3.3%3.6%4.3%4.5%

7.8%8.6%9.5%10.7%

14.3%15.9%16.9%16.9%

29.7%40.4%

42.8%48.2%

58.9%

0% 20% 40% 60% 80%

Tierra VerdeOldsmar

Safety HarborPinellas ParkPalm Harbor

SeminoleGulfport

North Redington Beach/Redington ShoresPass-A-Grille Beach

LargoClearwater

Indian Shores & Indian Rocks BeachDunedin

Tarpon SpringsSt. Pete BeachSt. Petersburg

Treasure IslandMadeira Beach

Clearwater Beach

421 responses.

Page 20

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

Question: What do you like most about the St. Petersburg/Clearwater area?Base: All Respondents.

Question: What one word or phrase best describes how you feel in the St. Petersburg/Clearwater area? Base: Respondents.

Most Liked Aspect / Feelings in St. Pete-Clearwater

2.7%

2.7%

3.4%

3.9%

3.9%

4.3%

34.8%

35.5%

0% 20% 40%

Clean

Variety of Fun Activities

Accessible & Convenient

Friendly People

Tourist Attractions (museum, aquarium)

Relaxed yet Modern Atmosphere

Tropical Climate

The Beaches & Ocean

414 responses.

0.5%

1.0%

1.4%

1.7%

3.6%

4.1%

8.0%

10.1%

14.7%

54.7%

0% 20% 40% 60%

Safe

Negative feelings

Refreshed

Energized/Excited

Comfortable

Welcomed

Amazing

Fine/Good

Happy

Calm/Relaxed

415 responses.

Page 21

Chart: Additional Attractions or Services (Unaided)

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

Attractions or Services that Would Enhance the Destination Experience

290 responses.

0.7%0.7%0.7%0.7%0.7%1.0%1.0%1.7%1.7%2.1%2.1%2.1%2.4%2.4%

4.8%7.2%8.6%

59.3%

0% 20% 40% 60% 80%

Better SignageFinish the Pier

More public restroomsClean it up

Better NightlifeMore shaded areas

Bars and food options on the beachTourist Information

More ShoppingMore kid friendly activities

Restaurant DiversityMore beach & boardwalk rentals

More Affordable Lodging OptionsMore Cultural Activities

More Public Transportation OptionsLess congestion

Cheaper & More ParkingIt needs no improvement

Page 22

TRAVEL PLANNINGAND SATISFACTION METRICS

Page 23

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

Question: Approximately how many days before you arrived did you make the decision to visit the St. Petersburg/Clearwater area for this trip? Base: All Respondents.

Question: Which of the following resources did you use to plan your trip to the St. 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.

When Decision to Visit was Made / Travel Planning Resources Used

132.7_____Days in Advance

438 responses.

User-generated content/Review websites, such as Yelp and TripAdvisor 43.5% 35.2%

Online travel agencies (Expedia, Travelocity, etc.) 31.8% 0.5%

Opinions of friends or relatives 24.9% 22.6%Social Media content 12.6% 11.4%Lifestyle or travel magazines 3.3% 4.5%Travel guides, brochures 2.9% 15.7%Travel agency (traditional, offline) 1.9% 0.5%Newspaper travel section 1.7% 3.3%Official St. Petersburg/Clearwater area tourism website, www.VisitStPeteClearwater.com 1.4% 2.6%

Television programming 1.2% 1.0%YouTube or other online videos 1.0% 1.0%Official Visit St. Pete/Clearwater Destination Magazine 1.0% 0.5%

Radio programming 0.5% 0.0%

Used Before Arrival

Used In Market

421 responses.

Page 24

Chart: Overall Satisfaction Chart: Media Recall

Question: How satisfied are you with your experience in the St. Petersburg/Clearwater area on this trip? (Select one) Base: All Respondents.

Question: In the last six months, have you seen, read, or heard any travel stories, advertising, or promotions for the St. Petersburg/Clearwater area? Base: All Respondents.

Experience Satisfaction / Earned & Paid Media Recall

0.2%

0.0%

0.7%

7.9%

91.2%

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

Unsatisfied

Very unsatisfied

Neutral—neither satisfied nor unsatisfied

Satisfied

Very satisfied

420 responses.419 responses.

Yes, 32.9%

No, 62.3%

Maybe/Not sure, 4.8%

Page 25

9.4

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

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

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

Likelihood to Recommend / Likelihood to Return

9.5/10

419 responses.

/10

417 responses.