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Panama City Beach 2012 Visitor Profile - Cloudinary · Panama City Beach . 2012 Visitor Profile ....
Transcript of Panama City Beach 2012 Visitor Profile - Cloudinary · Panama City Beach . 2012 Visitor Profile ....
Panama City Beach 2012 Visitor Profile
Presented: March 12, 2013
Berkeley W. Young Larry D. Gustke, PhD
• Analysis of STR data from 13 hotels – 1,943 rooms • Results from the 2012 Visitor Profile Research • Economic Impact and Visitation Estimates • Winter Resident Focus Groups
Report to Panama City Beach TDC
Smith Travel Research Data • Establishes a baseline visitation trend • 13 hotels in Panama City Beach • 1,943 Rooms out of 4,900 in PCB • 7 year Trend Analysis
25.8
34.1
72.8
59.0 62.7
82.8 87.1
53.7
44.7 42.5
33.0 28.6
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0 4-YR Monthly Occupancy Trend
2009
2010
2011
2012
2012 STR Data – 1,943 rooms
2012 STR Data – 1,943 rooms
282,611
279,747
298,813
316,558
349,505
368,971
371,326
0 200,000 400,000 600,000 800,000
2006
2007
2008
2009
2010
2011
2012
7-YR Trend Supply-Demand
Supply
Demand
+ 88,715 room nights sold annually 2012 vs. 2006
2012 STR Data – 1,943 rooms
$35,112,059
$34,960,664
$36,748,047 $36,729,839
$39,118,808
$42,316,895
$44,672,636
30,000,000
40,000,000
50,000,000
2006 2007 2008 2009 2010 2011 2012
7-YR Revenue Trend
Additional $9,560,577 annually 2012 vs. 2006
• Online survey deployed March – December, 2012 • Visitor emails collected at various lodging properties,
restaurants, attractions throughout PCB. • Intercept surveys to balance the data. • 2,903 total survey respondents • 2,036 respondents that visited in 2012
PCB 2012 Visitor Survey
14.0%
59.7%
11.9%
25.8%
72.8%
87.1%
28.6%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0% 2012 PCB Estimated Occupancy by Month
YSI Est. Overall STR Hotels (1,943 rooms)
2012 PCB Visitor Profile
2012 PCB Visitor Profile
23%
29%
10%
23%
8% 8%
0%
5%
10%
15%
20%
25%
30%
35% Rental Booking Source
2012 PCB Visitor Profile
31.40%
45.70%
3.00% 5.70%
3.00% 7.80%
3.20% 0.20%
Type of Accomodations Stayed-in
2012 PCB Visitor Profile
2.0
2.4
3.5
5.6
4.2
3.3
0.0 1.0 2.0 3.0 4.0 5.0 6.0
Snow Birds
Winter
Spring
Spring Break
Summer
Fall
Average Party Size
2012 PCB Visitor Profile
4.4 4.4 4.6 4.5 4.5
4.7
1
1.5
2
2.5
3
3.5
4
4.5
5
Snow Birds Winter Spring Spring Break Summer Fall
Average Rating of PCB Experience
2012 PCB Visitor Profile
4.66
4.4
4.33
4.33
4.3
4.29
4.29
4.27
4.25
4.21
4.19
4.17
4.17
4.1
3.52
Quality of beaches Range of choices for dining out
Attractiveness/landscaping of the destination Variety of shopping & merchandise
Quality of your accommodations Overall appeal of the attractions in the area
Quality of dining out Ease of finding visitor information
Lodging value you received for the price paid Spring break activities
Night life Signage and wayfinding
Variety of children's activities Level of service / employee training
Ease of traffic
Amenity Ratings
2012 PCB Visitor Profile
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Snow Birds
Winter
Spring
Spring Break
Summer
Fall
Technology Usage
Smartphone I-Pad/Tablet Laptop
2012 PCB Visitor Profile
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Snow Birds
Winter
Spring
Spring Break
Summer
Fall
Repeat Visitation to PCB
First Time
1 or more times
7+ times
2012 PCB Visitor Profile
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Snow Birds
Winter
Spring
Spring Break
Summer
Fall
Planning to Return?
Yes No
2012 PCB Visitor Profile
0.40%
3.60%
1.60%
20.00%
32.60%
30.80%
11.10%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
Grade school
Technical school
Some high school
High school graduate
Some college
College degree
Graduate school
Education Level
2012 PCB Visitor Profile Point of Origin
2012 PCB Visitor Profile
$110
$146
$348
$492
$421
$285
$55
$73
$80
$88
$100
$86
$0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00
Snow Birds
Winter
Spring
Spring Break
Summer
Fall
PCB Spending Per Party & Per Person in Paid Lodging
Party per Day Person per Day
2012 PCB Visitor Profile
222,867
313,668
1,068,287
767,011
850,506
1,652,789
1,817,008
757,312
603,727
408,284
193,160
212,238
0 500,000 1,000,000 1,500,000 2,000,000
January
February
March
April
May
June
July
August
September
October
November
December
2012 PCB Visitor Person Nights
Calculated from on taxed lodging
2012 PCB Visitor Profile
$23,643,926
$33,276,922
$113,334,312
$81,372,012
$90,229,949
$175,343,937
$192,765,924
$80,342,998
$64,049,237
$43,314,787
$20,492,285
$22,516,311
$0 $50,000,000 $100,000,000 $150,000,000 $200,000,000 $250,000,000
January
February
March
April
May
June
July
August
September
October
November
December
Total Spending
Economic Impact and Visitation Estimates Process: 1. Tourist Dev. Tax – 2012 tax revenue reports as submitted by the tax office. 2. Gross Lodging Revenue - calculated gross lodging revenue based on the tax
(this would not include non-taxed lodging…gov’t, etc.) 3. Total Visitor Spending - calculated based on visitor surveys that showed
lodging expense was 31.2% of the typical travel party spend, 4. Person days/nights – calculated as gross lodging revenue divided by the
average daily lodging expense per person ($33.10) 5. Rental (lodging parties) Travel Parties – calculated as the number of person
days divided by 4.0 which is the average number of lodgers in lodging parties. 6. Lodging Supply – assumed a monthly inventory of 16,000 rentable units
multiplied by the days in the month 7. Monthly Occupancy – Percent of occupied rentable units
2012 PCB Impact - Taxed Lodging Based on visitors who stayed in taxed overnight lodging
2012 Tourist Development Tax Revenue $14,674,649
Total Taxed Lodging Revenue $293,492,971
Lodging as a Percentage of Total Visitor Spending 31.2%
Total Visitor Spending (from those in taxed lodging) $940,682,598
Average Daily Spending Per Person $106.09
Visitor Days/Nights 8,866,857
Visitor Travel Parties 2,216,714
Overall Annual Occupancy 38.5%
2012 PCB Impact – Owner Use Based on owners & friends/family who did NOT PAY for overnight lodging
Condo / Home / Townhome Inventory (est.) 16,150
Total Annual Inventory (condo, home townhome X 365) 5,894,750
Estimated Occupancy Rate (owners, friends, family) 6.75%
Estimate Occupied nights (owners, friends, family) 398,905
Typical Travel Party Size (owners, friends, family) 5
Visitor Days/Nights 1,994,525
Average Daily Spending Per Person (2012 Visitor profile) $58.11
Total 2012 Spending by Owners, Family & Friends (est.) $115,901,848
2012 PCB Impact – Totals Paid and non-paid lodging
Visitor Days/Nights 10,861,382
Travel Parties 2,615,619
Total Visitor Spending $1,056,584,446
Does not include: • Day-trip • Visitors staying with year-round residents
Winter Resident Focus Groups • Monday, February 25, 2013 • Two groups, eight winter residents each • Two hour discussion session with surveys
2012/13 Winter Resident • Consider themselves residents, not visitors. PCB is their
winter home.
• Affordability of PCB compared to other FL beaches is the key!
• Higher prices are not worth warmer weather to the south.
• Two bedroom condos most popular (guest room for visitors).
• The term “senior” does not apply. These are active mature adults having fun in PCB. It’s a party.
• Active lifestyle = involvement in the community (volunteerism).
• A typical day: • Breakfast at home • Active morning walking on the beach or golfing • Lunch with a group of friends • Nap • Early dinner with friends.
2012/13 Winter Resident • PCB needs to have an aggressive recycling program. It is a
big issue for the retirees.
• Need sidewalks and bike paths along Front Beach Road.
• Donut Days is much appreciated but overcrowded.
• Dancing and social activities are preferred. Rock and roll!
• Night-time driving is limited after 70, late afternoon activities are preferred, consider afternoon rock concerts.
• Senior prom is appreciated but “prom” connotes formal. Consider a monthly late afternoon/ early evening rock concert dance November through February – Homecoming Dance.
2012/13 Winter Resident • Health insurance for Canadians in the U.S. is expensive, many
return to Canada during their visit to cut insurance costs. • Investigate seasonal air service (November – March) between
PCB and Detroit and/or Buffalo. Also more Canadians would visit snow-birds throughout the winter.
• PCB newspaper - better content of local events & happenings. • Snow-birds don’t mind Spring Break. They enjoy the kids.
They dislike that PCB forgets snow-birds March 1st. • Target young retirees for first-time winter visits that will become
an annual habit. Internet and newspapers are best advertising placements. Chatelaine is a popular magazine for Canadian women.
• Barrie and Richard are beloved and are appreciated as concierge-style coordinators.
Berkeley Young, Young Strategies, Inc
[email protected] 704-677-4018 704-770-3333
www.facebook.com/berkeleyyoung www.twitter.com/berkeleyyoung
www.youngstrategies.com