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Charlotte County2013 Summer Tourism
Presented to:Charlotte HarborVisitor and Convention BureauResearch Data Services, Inc.December 5, 2013
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
Visitation Trend ResearchData drawn from:
Inquiry Zip Codes
Visitor Profile Survey
Reporting:
Summer Season 2013
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
Visitor Origin Distribution (Apr. – Sep. 2013)
50.6
5.612.5
13.0
3.0
10.54.8
FloridaSoutheastNortheastMidwestCanadaEuropeOther U.S.
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
Purpose of Trip(Multiple Response)
West CharlotteVisitors
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
Research Data Services, Inc. 12.05.13
Types of Websites Consulted for Travel Information (Multiple Response)
West CharlotteVisitors
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
Research Data Services, Inc. 12.05.13
Booked on the Internet for Trip (Prompted)
51.448.6
Yes No/Don't Know
Research Data Services, Inc. 12.05.13
Charlotte Messaging
•39.1%Seen/Read/
Heard Charlotte Message
•76.0%Influenced
(Base: Resp. who saw/read/heard
msg.)
Research Data Services, Inc. 12.05.13
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
Research Data Services, Inc. 12.05.13
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...
Research Data Services, Inc. 12.05.13
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.
Research Data Services, Inc. 12.05.13
How First Learn About Charlotte (Multiple Response)
West CharlotteVisitors
Recommendation 57.0%
Internet 35.9
Magazine/News Story
11.9
Brochure/Visitor Guide
12.3
Research Data Services, Inc. 12.05.13
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%
Research Data Services, Inc. 12.05.13
Activities Enjoyed in Area(Multiple Response)
West CharlotteVisitors
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
Research Data Services, Inc. 12.05.13
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.
Research Data Services, Inc. 12.05.13
Demographics
West CharlotteVisitors
Average Age 51.7 years
Median Household Income
$86,937
Research Data Services, Inc. 12.05.13
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.