2012 MSA Demand Analyses for Hilton Head Island · 2018. 2. 15. · 2012 MSA Demand Analyses for...

2012 MSA Demand Analyses for Hilton Head Island

Prepared by: John Salazar, Ph.D.

Director, Lowcountry and Resort Islands Tourism Institute (LRITI) University of South Carolina Beaufort

Data for this analysis were made available to LRITI by:

• Hilton Head Island-Visitor and Convention Bureau

• Hilton Head Island Concours d’Elegance and Motoring Festival

• RBC Heritage and The Heritage Classic Foundation

• Hilton Head Island Recreation Center • Hilton Head Island Hospitality Association • Hilton Head Island Rotary • Town of Hilton Head Island • Vagabond Cruise

© LRITI October 2012 2

Zip Code Tables Representing Data Sets Provided by Hilton Head Island-Bluffton Visitor and Convention

Bureau, Town of Hilton Head Island, Hilton Head Island Motoring Festival and Concours d’Elegance, Hilton Head Island RBC Heritage Golf Tournament,

Vagabond Cruise, and LRITI

4

Visitor Inquiries Are Only Part of the Story

• What other secondary sources of data can be

compared as a result of the zip codes?

– Nielsen DMA Rankings: Television*

– Arbitron DMA Rankings: Radio*

– Mediamark DMA Rankings: National Print Media

– Scarborough DMA Ranking: Local Print Media*

© LRITI October 2012

* = Arbitron/Nielsen/Scarborough ranking share data used for comparisons in this report

Controlling for Population Formula: A Share Comparison Analysis

% Share of Zip Code Frequency – MSA Arbitron Population Share = Adjusted Share

% Share of Zip Code Frequency – MSA Nielsen Population Share = Adjusted Share

% Share of Zip Code Frequency – MSA Scarborough Population Share = Adjusted Share

A positive (+) % Share = MSA generates more zip codes when compared to the populations that listen to the radio, watch television, and read newspapers. The ratio

reflects that the % Share of Zip Code Frequency is beating market expectations – therefore this is a strong market because the population is interested in visiting the

area.

A negative (-) % Share = MSA generates less zip codes when compared to the populations that listen to the radio, watch television, and read newspapers. The ratio reflects that the % Share of Zip Code Frequency is not beating market expectations –

therefore this market generates interest because the MSA population is large.


2011 HHI Second Home 5K Random Pull

Freq % Share Rank

% Share Rank after Controlling for Population

Metropolitan Area Sum of

Zip Codes by MSA

% Share of Second Home

Owners

Arbitron Share

Nielsen Share

Scarb Share

SHF%S-A%S

SHF%S-N%S

SHF%S-S%S

1 1 Atlanta-Sandy Springs-Marietta, GA MSA 428 17% 6% 6% 7% 11% 11% 10%

2 25 New York-Northern New Jersey-Long Island, NY-NJ-PA

MSA 351 14% 21% 19% 13% -7% -5% 1%

3 10 Washington-Arlington-Alexandria, DC-VA-MD-WV

MSA 168 7% 6% 6% 8% 1% 1% -2%

4 16 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 139 6% 6% 8% 7% 0% -2% -1% 5 2 Augusta-Richmond County, GA-SC MSA 135 5% 1% 1% 0% 5% 5% 5% 6 3 Cincinnati-Middletown, OH-KY-IN MSA 129 5% 2% 2% 3% 3% 3% 2% 7 4 Pittsburgh, PA MSA 126 5% 3% 3% 3% 2% 2% 2% 8 8 Charlotte-Gastonia-Concord, NC-SC MSA 109 4% 3% 3% 3% 2% 2% 2% 9 24 Chicago-Naperville-Joliet, IL-IN-WI MSA 108 4% 11% 9% 9% -6% -5% -5%

10 6 Cleveland-Elyria-Mentor, Akron OH MSA 114 5% 2% 4% 4% 2% 1% 1% 11 20 Detroit-Warren-Livonia, MI MSA 67 3% 5% 5% 6% -3% -2% -3% 12 11 Columbus, OH MSA 66 3% 2% 2% 3% 1% 0% 0% 13 7 Columbia, SC MSA 61 2% 1% 1% 0% 2% 1% 2% 14 9 Knoxville, TN MSA 53 2% 1% 1% 2% 1% 1% 1% 15 5 Greenville, SC MSA 86 3% 1% 2% 1% 2% 1% 2% 16 21 Boston-Cambridge-Quincy, MA-NH MSA 46 2% 5% 5% 6% -4% -3% -4% 17 19 Baltimore-Towson, MD MSA 45 2% 3% 3% 3% -1% -1% -1% 18 13 Louisville-Jefferson County, KY-IN MSA 40 2% 1% 2% 2% 0% 0% -1% 19 14 Dayton, OH MSA 31 1% 1% 1% 2% 0% 0% 0% 20 23 Dallas-Fort Worth-Arlington, TX MSA 30 1% 7% 6% 6% -6% -5% -5% 21 12 Charleston-North Charleston, SC MSA 29 1% 1% 1% 1% 0% 0% 0% 22 15 Richmond, VA MSA 29 1% 1% 1% 2% 0% 0% -1% 23 18 Indianapolis-Carmel, IN MSA 28 1% 2% 3% 3% -1% -2% -2% 24 17 Nashville-Davidson--Murfreesboro, TN MSA 27 1% 2% 2% 3% -1% -1% -1% 25 22 Miami-Fort Lauderdale-Miami Beach, FL MSA 26 1% 5% 4% 4% -4% -3% -3%

2471 100% 100% 100% 100%

6 © LRITI October 2012

Total zip codes = 5000, Total zip codes plotted to MSAs from data base = 4767, Total zip codes plotted to top 25MSAs = 2471

2011 HHI Second Home 5K Random Pull

Freq % Share Rank



Zip Codes by MSA

1 1 Atlanta-Sandy Springs-Marietta, GA MSA 428 5 2 Augusta-Richmond County, GA-SC MSA 135 6 3 Cincinnati-Middletown, OH-KY-IN MSA 129 7 4 Pittsburgh, PA MSA 126

15 5 Greenville, SC MSA 86

Top 5 MSA Rankings After Controlling for MSA Population

Top MSA market: Atlanta


2012 Virtual Guestbook

Freq % Share Rank

% Share Rank after

Controlling for Population

Metropolitan Area Sum of Zip Codes by

MSA

% Share of VGB Freq

Arbitron Share

Nielsen Share

Scarb Share

VGBF%S-A%S

VGBF%S-N%S

VGBF%S-S%S

1 1 Atlanta-Sandy Springs-Marietta, GA MSA 33 13% 7% 6% 7% 6% 7% 6%


MSA 29 12% 23% 19% 14% -12% -8% -2%


MSA 18 7% 6% 6% 9% 1% 1% -2%

4 3 Cincinnati-Middletown, OH-KY-IN MSA 14 6% 3% 2% 3% 3% 3% 2% 5 21 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 13 5% 7% 8% 7% -1% -3% -2% 6 5 Pittsburgh, PA MSA 12 5% 3% 3% 3% 2% 2% 2% 7 2 Greenville, SC MSA 12 5% 1% 2% 1% 3% 3% 3% 8 24 Chicago-Naperville-Joliet, IL-IN-WI MSA 11 4% 12% 9% 10% -8% -5% -6% 9 6 Cleveland-Elyria-Mentor, Akron OH MSA 11 4% 3% 4% 4% 2% 0% 0%

10 19 Minneapolis-St. Paul-Bloomington, MN-WI MSA 9 4% 4% 4% 6% -1% -1% -2% 11 7 Raleigh-Cary, NC MSA 9 4% 2% 3% 2% 2% 1% 1% 12 16 Charlotte-Gastonia-Concord, NC-SC MSA 8 3% 3% 3% 3% 0% 0% 0% 13 20 St. Louis, MO-IL MSA 7 3% 3% 3% 4% -1% 0% -1% 14 4 Columbia, SC MSA 7 3% 1% 1% 0% 2% 2% 3% 15 14 Columbus, OH MSA 7 3% 2% 2% 3% 1% 0% 0% 16 23 Detroit-Warren-Livonia, MI MSA 7 3% 6% 5% 6% -3% -2% -4% 17 18 Orlando-Kissimmee, FL MSA 6 2% 2% 4% 4% 0% -1% -1% 18 12 Buffalo-Niagara Falls, NY MSA 6 2% 1% 2% 2% 1% 1% 0% 19 8 Charleston-North Charleston, SC MSA 5 2% 1% 1% 1% 1% 1% 1% 20 17 Nashville-Davidson--Murfreesboro, TN MSA 5 2% 2% 3% 3% 0% -1% -1% 21 15 Louisville-Jefferson County, KY-IN MSA 5 2% 1% 2% 2% 1% 0% 0% 22 10 Knoxville, TN MSA 5 2% 1% 1% 2% 1% 1% 0% 23 22 Tampa-St. Petersburg-Clearwater, FL MSA 4 2% 4% 5% 3% -2% -3% -2% 24 11 Augusta-Richmond County, GA-SC MSA 4 2% 1% 1% 0% 1% 1% 2% 25 9 Youngstown-Warren-Boardman, OH-PA MSA 4 2% 1% 1% 0% 1% 1% 2%

251 100% 100% 100% 100%



2012 Virtual Guestbook

Freq % Share Rank

% Share Rank after Controlling

for Population

Metropolitan Area

Sum of Zip

Codes by MSA

1 1 Atlanta-Sandy Springs-Marietta, GA MSA 33 7 2 Greenville, SC MSA 12 4 3 Cincinnati-Middletown, OH-KY-IN MSA 14

14 4 Columbia, SC MSA 7 6 5 Pittsburgh, PA MSA 12




2012 Heritage Golf Tournament

Freq % Share Rank

% Share Rank after Controlling for

Population Metropolitan Area

Sum of Zip Codes by

MSA

% Share of Heritage

Attendees

Arbitron Share

Nielsen Share

Scarb Share

HF%S-A%S

HF%S-N%S

HF%S-S%S

1 1 Columbia, SC MSA 280 15% 1% 1% 0% 14% 14% 15% 2 2 Charleston-North Charleston, SC MSA 179 10% 1% 1% 1% 9% 9% 9% 3 3 Augusta-Richmond County, GA-SC MSA 154 8% 1% 1% 0% 8% 8% 8%

4 25 New York-Northern New Jersey-Long Island, NY-

NJ-PA MSA 148 8% 25% 21% 15% -17% -13% -7%

5 12 Atlanta-Sandy Springs-Marietta, GA MSA 137 7% 7% 7% 8% 0% 1% -1% 6 4 Greenville, SC MSA 135 7% 1% 2% 1% 6% 5% 6% 7 5 Charlotte-Gastonia-Concord, NC-SC MSA 108 6% 3% 3% 3% 3% 3% 3% 8 6 Cincinnati-Middletown, OH-KY-IN MSA 85 5% 3% 3% 4% 2% 2% 1%

9 20 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD

MSA 60 3% 7% 9% 8% -4% -5% -5%

10 24 Chicago-Naperville-Joliet, IL-IN-WI MSA 56 3% 13% 10% 11% -10% -7% -8%


MSA 56 3% 7% 7% 10% -4% -4% -7%

12 7 Richmond, VA MSA 52 3% 2% 2% 2% 1% 1% 1% 13 22 Boston-Cambridge-Quincy, MA-NH MSA 41 2% 6% 6% 7% -4% -4% -5% 14 18 Cleveland-Elyria-Mentor, Akron OH MSA 40 2% 3% 4% 5% -1% -2% -3% 15 10 Albany-Schenectady-Troy, NY MSA 34 2% 1% 2% 1% 1% 0% 0% 16 23 Detroit-Warren-Livonia, MI MSA 33 2% 6% 6% 7% -4% -4% -5% 17 14 Buffalo-Niagara Falls, NY MSA 32 2% 2% 2% 3% 0% 0% -1% 18 17 Columbus, OH MSA 31 2% 2% 3% 3% -1% -1% -2% 19 16 Raleigh-Cary, NC MSA 29 2% 2% 3% 3% -1% -1% -1% 20 15 Louisville-Jefferson County, KY-IN MSA 27 1% 2% 2% 3% 0% 0% -1% 21 11 Knoxville, TN MSA 27 1% 1% 2% 2% 0% 0% 0% 22 19 Pittsburgh, PA MSA 27 1% 3% 3% 3% -2% -2% -2%

23 8 Myrtle Beach-Conway-North Myrtle Beach, SC

MSA 26 1% 0% 1% 0% 1% 1% 1%

24 9 Wilmington, NC MSA 20 1% 0% 1% 0% 1% 1% 1% 25 13 Kingsport-Bristol-Bristol, TN-VA MSA 20 1% 1% 1% 0% 0% 0% 1%

1837 100% 100% 100% 100%



2012 Heritage Golf Tournament

Freq % Share Rank

% Share Rank after


Metropolitan Area

Sum of Zip

Codes by MSA

1 1 Columbia, SC MSA 280 2 2 Charleston-North Charleston, SC MSA 179 3 3 Augusta-Richmond County, GA-SC MSA 154 6 4 Greenville, SC MSA 135 7 5 Charlotte-Gastonia-Concord, NC-SC MSA 108


Top MSA markets: Columbia and Charleston


2011 Motoring Festival and Concours d'Elegance Freq % Share Rank


Metropolitan Area Sum of Zip

Codes by MSA

% Share of Concours Attendees

Arbitron Share

Nielsen Share

Scarb Share

CF%S-A%S

CF%S-N%S

CF%S-S%S

1 2 Atlanta-Sandy Springs-Marietta, GA MSA 285 17% 6% 6% 7% 11% 11% 10% 2 1 Charleston-North Charleston, SC MSA 248 15% 1% 1% 1% 14% 14% 14% 3 4 Greenville, SC MSA 122 7% 1% 2% 1% 6% 5% 6% 4 5 Charlotte-Gastonia-Concord, NC-SC MSA 115 7% 3% 3% 3% 4% 4% 4% 5 3 Columbia, SC MSA 115 7% 1% 1% 0% 6% 6% 7%

6 25 New York-Northern New Jersey-Long Island, NY-NJ-

PA MSA 105 6% 22% 19% 14% -16% -13% -8%


MSA 77 5% 6% 6% 9% -2% -1% -4%

8 6 Augusta-Richmond County, GA-SC MSA 68 4% 1% 1% 0% 3% 3% 4% 9 7 Jacksonville, FL MSA 66 4% 2% 2% 2% 2% 2% 2%

10 13 Tampa-St. Petersburg-Clearwater, FL MSA 53 3% 3% 5% 4% 0% -1% 0% 11 9 Raleigh-Cary, NC MSA 43 3% 2% 3% 2% 1% 0% 0% 12 14 Pittsburgh, PA MSA 41 2% 3% 3% 3% 0% -1% -1% 13 16 Cincinnati-Middletown, OH-KY-IN MSA 34 2% 3% 2% 3% -1% 0% -1% 14 15 Cleveland-Elyria-Mentor, Akron OH MSA 34 2% 3% 4% 4% -1% -2% -2% 15 24 Chicago-Naperville-Joliet, IL-IN-WI MSA 33 2% 11% 9% 10% -9% -7% -8% 16 12 Orlando-Kissimmee, FL MSA 32 2% 2% 4% 4% 0% -2% -2%


MSA 26 2% 6% 8% 7% -5% -6% -6%

18 21 Miami-Fort Lauderdale-Miami Beach, FL MSA 25 1% 5% 4% 4% -4% -3% -3% 19 11 Winston-Salem, NC MSA 24 1% 2% 2% 1% 0% 0% 0% 20 8 Roanoke, VA MSA 24 1% 1% 1% 1% 1% 0% 0% 21 17 Indianapolis-Carmel, IN MSA 23 1% 2% 3% 3% -1% -1% -2% 22 20 Baltimore-Towson, MD MSA 23 1% 3% 3% 4% -2% -1% -2% 23 18 Columbus, OH MSA 21 1% 2% 2% 3% -1% -1% -2% 24 23 Dallas-Fort Worth-Arlington, TX MSA 20 1% 7% 6% 6% -6% -5% -5% 25 10 Richmond, VA MSA 19 1% 1% 1% 2% 0% 0% -1%

1676 100% 100% 100% 100%


Total zip codes = 7459, Total zip codes plotted to MSAs from data base = 6780, Total zip codes plotted to top 25 MSAs = 1676

2011 Motoring Festival and Concours d'Elegance

Freq % Share Rank

% Share Rank after Controlling

for Population


MSA

2 1 Charleston-North Charleston, SC MSA 248 1 2 Atlanta-Sandy Springs-Marietta, GA MSA 285 5 3 Columbia, SC MSA 115 3 4 Greenville, SC MSA 122 4 5 Charlotte-Gastonia-Concord, NC-SC MSA 115


Top MSA markets: Charleston and Atlanta


2011-12 Festivals: Island Recreation Association Festivals, Wine and Food Festival, and St. Patrick's Day Parade

Freq % Share Rank

% Share Rank after



Zip Codes by MSA

% Share of Festival

Attendees

Arbitron Share

Nielsen Share

Scarb Share

FF%S-A%S

FF%S-N%S

FF%S-S%S

1 2 Atlanta-Sandy Springs-Marietta, GA MSA 47 15% 8% 7% 9% 7% 7% 6% 2 1 Columbia, SC MSA 29 9% 1% 1% 0% 8% 8% 9% 3 4 Charlotte-Gastonia-Concord, NC-SC MSA 26 8% 4% 3% 3% 5% 5% 5% 4 3 Augusta-Richmond County, GA-SC MSA 18 6% 1% 1% 0% 5% 5% 6%


MSA 17 5% 28% 24% 17% -22% -18% -11%

6 7 Raleigh-Cary, NC MSA 16 5% 2% 3% 3% 3% 2% 2% 7 5 Charleston-North Charleston, SC MSA 15 5% 1% 1% 1% 4% 4% 4% 8 6 Greenville, SC MSA 15 5% 2% 3% 2% 3% 2% 3% 9 24 Chicago-Naperville-Joliet, IL-IN-WI MSA 14 4% 14% 11% 12% -10% -7% -8%

10 22 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 13 4% 8% 7% 11% -4% -3% -7% 11 17 Cleveland-Elyria-Mentor, Akron OH MSA 10 3% 3% 5% 5% 0% -2% -2% 12 16 Jacksonville, FL MSA 9 3% 2% 2% 3% 1% 1% 0% 13 19 Pittsburgh, PA MSA 9 3% 4% 4% 4% -1% -1% -1% 14 14 Richmond, VA MSA 9 3% 2% 2% 3% 1% 1% 0% 15 9 Syracuse, NY MSA 9 3% 1% 1% 2% 2% 2% 1% 16 8 Wilmington, NC MSA 8 3% 0% 1% 0% 2% 2% 3% 17 10 Chattanooga, TN-GA MSA 8 3% 1% 1% 1% 2% 1% 1% 18 13 Harrisburg-Carlisle, PA MSA 7 2% 1% 2% 2% 1% 0% 1% 19 11 Macon, GA MSA 6 2% 1% 1% 0% 1% 1% 2% 20 12 Peoria, IL MSA 6 2% 1% 1% 0% 1% 1% 2% 21 15 Toledo, OH MSA 6 2% 1% 1% 2% 1% 1% 0%

22 18 Virginia Beach-Norfolk-Newport News, VA-NC MSA 6 2% 2% 2% 3% -1% 0% -1%

23 23 Boston-Cambridge-Quincy, MA-NH MSA 6 2% 7% 7% 8% -5% -5% -6% 24 21 Minneapolis-St. Paul-Bloomington, MN-WI MSA 5 2% 5% 5% 7% -3% -4% -5% 25 20 Cincinnati-Middletown, OH-KY-IN MSA 5 2% 3% 3% 4% -2% -1% -2%

319 100% 100% 100% 100%



2011-12 Festivals: Island Recreation Association Festivals, Wine and Food Festival, and St. Patrick's Day Parade

Freq % Share Rank



MSA 2 1 Columbia, SC MSA 29 1 2 Atlanta-Sandy Springs-Marietta, GA MSA 47 4 3 Augusta-Richmond County, GA-SC MSA 18 3 4 Charlotte-Gastonia-Concord, NC-SC MSA 26 7 5 Charleston-North Charleston, SC MSA 15


Top MSA markets: Columbia and Atlanta




2011 Vagabond Online Ticket Sales

Freq % Share Rank

% Share Rank after



MSA

% Share of Vagabond Population

Arbitron Share

Nielsen Share

Scarb Share

SHF%S-A%S

SHF%S-N%S

SHF%S-S%S

1 1 Atlanta-Sandy Springs-Marietta, GA MSA 208 14% 6% 6% 7% 8% 8% 7% 2 2 Cincinnati-Middletown, OH-KY-IN MSA 125 9% 3% 2% 3% 6% 6% 5%


NJ-PA MSA 111 8% 23% 20% 14% -15% -12% -6%

4 4 Charlotte-Gastonia-Concord, NC-SC MSA 105 7% 3% 3% 3% 4% 4% 4% 5 3 Cleveland-Elyria-Mentor, Akron OH MSA 103 7% 3% 4% 4% 4% 3% 3% 6 5 Columbus, OH MSA 88 6% 2% 2% 3% 4% 4% 3%

7 18 Washington-Arlington-Alexandria, DC-VA-MD-

WV MSA 83 6% 6% 6% 9% -1% 0% -3%

8 24 Chicago-Naperville-Joliet, IL-IN-WI MSA 77 5% 12% 9% 10% -6% -4% -5%

9 21 Philadelphia-Camden-Wilmington, PA-NJ-DE-

MD MSA 58 4% 6% 8% 7% -2% -4% -3%

10 14 Pittsburgh, PA MSA 50 3% 3% 3% 3% 0% 0% 0% 11 13 Indianapolis-Carmel, IN MSA 38 3% 2% 3% 3% 1% 0% -1% 12 22 Boston-Cambridge-Quincy, MA-NH MSA 38 3% 6% 5% 6% -3% -3% -4% 13 19 Baltimore-Towson, MD MSA 37 3% 3% 3% 3% -1% 0% -1% 14 9 Greenville, SC MSA 36 2% 1% 2% 1% 1% 0% 1% 15 8 Knoxville, TN MSA 35 2% 1% 1% 2% 1% 1% 1% 16 15 Raleigh-Cary, NC MSA 34 2% 2% 3% 2% 0% 0% 0% 17 6 Augusta-Richmond County, GA-SC MSA 33 2% 1% 1% 0% 2% 2% 2% 18 12 Richmond, VA MSA 33 2% 1% 1% 2% 1% 1% 0% 19 16 Nashville-Davidson--Murfreesboro, TN MSA 28 2% 2% 3% 3% 0% -1% -1% 20 20 St. Louis, MO-IL MSA 26 2% 3% 3% 4% -2% -2% -2% 21 10 Columbia, SC MSA 26 2% 1% 1% 0% 1% 1% 2% 22 11 Lexington-Fayette, KY MSA 23 2% 1% 1% 2% 1% 0% 0% 23 23 Dallas-Fort Worth-Arlington, TX MSA 22 2% 8% 6% 6% -6% -5% -5% 24 7 Athens, OH MSA 21 1% 0% 0% 0% 1% 1% 1% 25 17 Louisville-Jefferson County, KY-IN MSA 20 1% 1% 2% 2% 0% 0% -1%

1458 100% 100% 100% 100%

2011 Vagabond Online Ticket Sales

Freq % Share Rank

% Share Rank after Controllin

g for Population


Zip Codes by MSA

1 1 Atlanta-Sandy Springs-Marietta, GA MSA 208 2 2 Cincinnati-Middletown, OH-KY-IN MSA 125 5 3 Cleveland-Elyria-Mentor, Akron OH MSA 103 4 4 Charlotte-Gastonia-Concord, NC-SC MSA 105 6 5 Columbus, OH MSA 88




2011-12 Fulfillment Requests Freq % Share Rank

% Share Rank after Controlling for

Population Metropolitan Area

Sum of Zip Codes by

MSA

% Share of Fulfillment Requests

Arbitron Share

Nielsen Share

Scarb Share

FFR%S-A%S

FFR%S-N%S

FFR%S-S%S


NJ-PA MSA 1497 12% 19% 17% 11% -7% -5% 1%

2 1 Atlanta-Sandy Springs-Marietta, GA MSA 1364 11% 5% 5% 6% 5% 5% 5% 3 20 Chicago-Naperville-Joliet, IL-IN-WI MSA 1005 8% 10% 8% 8% -2% 0% 0% 4 2 Cleveland-Elyria-Mentor, Akron OH MSA 951 8% 2% 4% 4% 5% 4% 4% 5 3 Cincinnati-Middletown, OH-KY-IN MSA 806 6% 2% 2% 3% 4% 4% 4%


MSA 776 6% 5% 7% 6% 1% -1% 0%

7 4 Columbus, OH MSA 637 5% 2% 2% 3% 3% 3% 2%


WV MSA 609 5% 5% 5% 7% 0% -1% -3%

9 5 Pittsburgh, PA MSA 591 5% 2% 3% 2% 2% 2% 2% 10 6 Charlotte-Gastonia-Concord, NC-SC MSA 464 4% 2% 3% 2% 1% 1% 1% 11 13 St. Louis, MO-IL MSA 434 3% 3% 3% 4% 1% 1% 0% 12 18 Detroit-Warren-Livonia, MI MSA 415 3% 5% 5% 5% -2% -1% -2% 13 8 Indianapolis-Carmel, IN MSA 323 3% 2% 3% 3% 1% 0% 0% 14 23 Dallas-Fort Worth-Arlington, TX MSA 311 2% 6% 6% 5% -4% -3% -3% 15 16 Baltimore-Towson, MD MSA 302 2% 3% 3% 3% 0% 0% -1% 16 21 Boston-Cambridge-Quincy, MA-NH MSA 251 2% 5% 5% 5% -3% -3% -3% 17 10 Louisville-Jefferson County, KY-IN MSA 247 2% 1% 2% 2% 1% 0% 0% 18 9 Dayton, OH MSA 235 2% 1% 1% 1% 1% 1% 1% 19 19 Minneapolis-St. Paul-Bloomington, MN-WI MSA 230 2% 3% 4% 5% -2% -2% -3% 20 7 Augusta-Richmond County, GA-SC MSA 205 2% 1% 1% 0% 1% 1% 2% 21 14 Nashville-Davidson--Murfreesboro, TN MSA 203 2% 2% 2% 2% 0% -1% -1% 22 12 Knoxville, TN MSA 196 2% 1% 1% 1% 1% 0% 0% 23 24 Houston-Sugar Land-Baytown, TX MSA 195 2% 6% 5% 6% -4% -3% -4% 24 22 Miami-Fort Lauderdale-Miami Beach, FL MSA 195 2% 4% 4% 3% -3% -2% -2%

25 15 Virginia Beach-Norfolk-Newport News, VA-NC

MSA 194 2% 2% 2% 2% 0% 0% 0%

12636 100% 100% 100% 18 © LRITI October 2012


2011-12 Fulfillment Requests Freq % Share Rank



MSA 2 1 Atlanta-Sandy Springs-Marietta, GA MSA 1364 4 2 Cleveland-Elyria-Mentor, Akron OH MSA 951 5 3 Cincinnati-Middletown, OH-KY-IN MSA 806 7 4 Columbus, OH MSA 637 9 5 Pittsburgh, PA MSA 591




2011-12 HHI Enews

Freq % Share Rank



MSA

% Share of ENews

Requests

Arbitron Share

Nielsen Share

Scarb Share

ENF%S-A%S

ENF%S-N%S

ENF%S-S%S


NJ-PA MSA 951 13% 21% 18% 12% -8% -5% 1%

2 1 Atlanta-Sandy Springs-Marietta, GA MSA 904 12% 6% 6% 7% 7% 7% 6% 3 21 Chicago-Naperville-Joliet, IL-IN-WI MSA 556 8% 10% 9% 9% -3% -1% -1% 4 2 Cleveland-Elyria-Mentor, Akron OH MSA 505 7% 2% 4% 4% 5% 3% 3% 5 3 Cincinnati-Middletown, OH-KY-IN MSA 452 6% 2% 2% 3% 4% 4% 3%


MSA 431 6% 6% 7% 7% 0% -1% -1%


WV MSA 352 5% 6% 6% 8% -1% -1% -3%

8 4 Columbus, OH MSA 343 5% 2% 2% 3% 3% 2% 2% 9 5 Pittsburgh, PA MSA 328 5% 3% 3% 3% 2% 2% 2%

10 6 Charlotte-Gastonia-Concord, NC-SC MSA 315 4% 3% 3% 3% 2% 2% 2% 11 15 St. Louis, MO-IL MSA 221 3% 3% 3% 4% 0% 0% -1% 12 20 Detroit-Warren-Livonia, MI MSA 203 3% 5% 5% 6% -2% -2% -3% 13 12 Indianapolis-Carmel, IN MSA 162 2% 2% 3% 3% 0% 0% -1% 14 19 Baltimore-Towson, MD MSA 157 2% 3% 3% 3% -1% -1% -1% 15 8 Columbia, SC MSA 145 2% 1% 1% 0% 1% 1% 2% 16 24 Dallas-Fort Worth-Arlington, TX MSA 142 2% 7% 6% 6% -5% -4% -4% 17 7 Augusta-Richmond County, GA-SC MSA 142 2% 1% 1% 0% 1% 1% 2% 18 9 Dayton, OH MSA 142 2% 1% 1% 1% 1% 1% 0% 19 23 Boston-Cambridge-Quincy, MA-NH MSA 125 2% 5% 5% 6% -4% -3% -4% 20 11 Louisville-Jefferson County, KY-IN MSA 122 2% 1% 2% 2% 0% 0% 0% 21 10 Richmond, VA MSA 121 2% 1% 1% 2% 0% 0% 0% 22 22 Miami-Fort Lauderdale-Miami Beach, FL MSA 114 2% 5% 4% 4% -3% -2% -2% 23 17 Raleigh-Cary, NC MSA 112 2% 2% 3% 2% 0% -1% -1% 24 16 Nashville-Davidson--Murfreesboro, TN MSA 111 2% 2% 2% 2% 0% -1% -1% 25 13 Greenville, SC MSA 110 2% 1% 2% 1% 0% -1% 0%

7266 100% 100% 100% 100%



2011-12 HHI Enews

Freq % Share Rank

% Share Rank after



Zip Codes by MSA

2 1 Atlanta-Sandy Springs-Marietta, GA MSA 904 4 2 Cleveland-Elyria-Mentor, Akron OH MSA 505 5 3 Cincinnati-Middletown, OH-KY-IN MSA 452 8 4 Columbus, OH MSA 343 9 5 Pittsburgh, PA MSA 328




Scatter Plots Identifying Key MSA Markets

Scatter Plot Ratios

% Share of Zip Code Frequency Average Ranking x Ratio Score Based on # of times MSA Appears in All Ranking Tables = Adjusted % Share of Zip Code Frequency

Ranking

% Share of Zip Code Frequency After Controlling for Population Average Ranking x Ratio Score Based on # of times MSA Appears in All Ranking Tables = Adjusted %

Share of Zip Code Frequency After Controlling for Population Ranking

MSAs plotted in the lower left quadrant reflect strong markets for the area.


MSA # of Times MSA Appeared in 8

Top Tables

Average % Share Rank All Tables

Average % Share Controlling for Population All

Tables Atlanta-Sandy Springs-Marietta, GA MSA 8 0.22 0.33

New York-Northern New Jersey-Long Island, NY-NJ-PA MSA 8 0.56 2.94 Washington-Arlington-Alexandria, DC-VA-MD-WV MSA 8 0.88 2.16

Charlotte-Gastonia-Concord, NC-SC MSA 8 0.91 0.84 Chicago-Naperville-Joliet, IL-IN-WI MSA 8 1.02 2.89 Cincinnati-Middletown, OH-KY-IN MSA 8 1.06 0.88

Cleveland-Elyria-Mentor, Akron OH MSA 8 1.11 1.08 Pittsburgh, PA MSA 8 1.38 1.33

Augusta-Richmond County, GA-SC MSA 8 1.53 0.70 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD MSA 7 2.00 4.46

Columbia, SC MSA 7 2.54 1.21 Greenville, SC MSA 7 2.79 1.54 Columbus, OH MSA 7 3.18 2.61

Raleigh-Cary, NC MSA 6 5.38 4.44 Boston-Cambridge-Quincy, MA-NH MSA 6 6.19 8.25

Richmond, VA MSA 6 7.00 4.25 Louisville-Jefferson County, KY-IN MSA 6 7.56 5.06 Charleston-North Charleston, SC MSA 5 5.10 2.80

Detroit-Warren-Livonia, MI MSA 5 6.70 10.40 Baltimore-Towson, MD MSA 5 8.10 9.30 Indianapolis-Carmel, IN MSA 5 8.10 6.80

Knoxville, TN MSA 5 9.40 5.00 Dallas-Fort Worth-Arlington, TX MSA 5 9.70 11.60

Nashville-Davidson--Murfreesboro, TN MSA 5 10.80 8.00

Table Ranking of Top 24 MSAs (Non Weighted): Order by Average % Share Rank Strong Markets


Scatter Plotting MSAs • Average Freq % Share Rank x % Ratio • Average Affinity % Share Score Rank x

% Ratio

Current Airports Dallas/Fort Worth

Atlanta NY LaGuardia

Detroit Chicago - O’Hare

Houston Newark

Washington DC – Dulles Charlotte

Washington Reagan

T8 Appearance

Ratio Score

1 100.0% 2 87.5% 3 75.0% 4 62.5% 5 50.0% 6 37.5% 7 25.0% 8 12.5%

Hilton Head Island Top 24 MSA Markets Scatter Plot

Strong Markets


So what does all this mean?

• Atlanta and Charlotte MSAs are important geographic target markets for Hilton Head Island.

• Cincinnati, Cleveland, and Pittsburgh MSAs are the most dedicated MSAs (outside the Southeastern US) to the Hilton Head Island product: both in volume and affinity for the area.

• New York and Chicago MSAs can grow in their affinity for the area.

• Philadelphia is on the fringe of being a strong contributor to visitor volume as well as having a high affinity for the area.


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For more information contact:

John Salazar, Ph.D., CHE University of South Carolina Beaufort

and The Lowcountry & Resort Islands Tourism Institute

© LRITI October 2012

2012 MSA Demand Analyses for Hilton Head IslandData for this analysis were made available to LRITI by:Zip Code Tables Representing Data Sets Provided by Hilton Head Island-Bluffton Visitor and Convention Bureau, Town of Hilton Head Island, Hilton Head Island Motoring Festival and Concours d’Elegance, Hilton Head Island RBC Heritage Golf Tournament, Vagabond Cruise, and LRITIVisitor Inquiries Are Only Part of the StoryControlling for Population Formula: A Share Comparison AnalysisSlide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Top 5 MSA Rankings After Controlling for MSA PopulationSlide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Scatter Plots Identifying Key MSA MarketsScatter Plot RatiosSlide Number 24Slide Number 25So what does all this mean?Slide Number 27

2012 MSA Demand Analyses for Hilton Head Island · 2018. 2. 15. · 2012 MSA Demand Analyses for...

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