Santa Barbara Visitor Profile and Economic Impact Study 2016 … · Survey of Santa Barbara South...

2016/17 Santa Barbara South Coast Visitor Profile & Tourism Economic Impact Study

ResearchpreparedforVisitSantaBarbarabyDestinationAnalysts,Inc.

SurveyofSantaBarbaraSouthCoastHoteliers

Methodology

VisitorInterceptSurvey

HotelGuestSurvey

SurveyofSantaBarbaraSouthCoastHomes

SurveyofSantaBarbaraSouthCoastMeetingPlanners

VISITOR INDUSTRY PERFORMANCE

VisitorIndustryQuickFacts

Asummaryoftheproject’skeyfindingsarepresentedfollowing:

2012/13 2016/17 %CHNG

VisitorstoSantaBarbaraSouthCoast(annually,inmillions) 6.1 7.2 18.0%Hotel,MotelsandInns(annually,inmillions) 1.5 1.7 13.3%PrivateHomes(annually,inthousands) 323 369 14.2%Day-tripVisitors(annually,inmillions) 4.2 5.0 19.0%

VisitorDaysSpentinSantaBarbaraSouthCoast(annually,inmillions) 9.3 10.5 12.9%AverageDailyVisitorstoSantaBarbaraSouthCoast 25,482 28,884 13.4%DirectVisitorSpendinginSantaBarbaraSouthCoast(annually,inbillions) $1.5 $1.9 25.3%DirectVisitorSpendingperSantaBarbaraSouthCoastResident(annually) $10,317 $13,241 28.3%JobsSupportedbytheVisitorIndustry 12,001 13,482 12.3%TaxesGeneratedforSouthCoastmunicipalities(annually,inmillions) $46 $56 21.7%TaxesGenerated(annuallyperSantaBarbaraSouthCoasthousehold) $832 $1,031 23.9%

VisitorstoSantaBarbaraSouthCoast

Hotel,motelorinn,23.6%

Privateresidence,

5.1%Daytripvisitors,69.3%

Otherplaceofstay,2.0%

Visitors(annual,inthousands)Hotel,motelorinn 1,706Privateresidence 369Daytripvisitors 5,016Otherplaceofstay 143Total 7,234

VisitorDaysinSantaBarbaraSouthCoast

VisitorDays(annual,inthousands)Hotel,motelorinn 3,753Privateresidence 1,488Daytripvisitors 5,016Otherplaceofstay 286Total 10,543


Privateresidence,14.1%

Daytripvisitors,47.6%


VisitorSpendinginSantaBarbaraSouthCoast

VisitorSpending(annual,inthousands)Hotel,motelorinn $1,018,967Privateresidence $219,003Daytripvisitors $579,563Otherplaceofstay $63,252Total $1,880,785


Privateresidence,11.6%

Daytripvisitors,30.8%


GroupMeeting&Wedding-RelatedSpending

Group-meeting&Wedding-relatedSpendingAttendeeDirectSpending $41,797,270

Sponsor&ExhibitorSpending $7,486,646

Wedding-relatedDirectSpending $33,342,539

Wedding-relatedSpendinginHotels $12,608,341

Total $95,234,796

AttendeeDirect

Spending,43.9%

Sponsor&ExhibitorSpending,

7.9%

Wedding-relatedDirect

Spending,35.0%

Wedding-related

SpendinginHotels,13.2%

JobsSupportedbyVisitorIndustry

Hotels,16.7%

Restaurants,53.0%

RetailStores,12.6%

Entertainmentand

Sightseeing,12.1%

LocalTransportation,4.5%

ExhibitionServices,1.0%

TotalINDUSTRYSEGMENT EmploymentHotels 2,253Restaurants 7,150RetailStores 1,699EntertainmentandSightseeing 1,631LocalTransportation 613ExhibitionServices 137TotalVisitorIndustry 13,482

TaxRevenuesGeneratedforSouthCoastMunicipalities

DerivedGovernmentalRevenuesGeneratedbytheVisitorIndustry TotalAnnual

DirectRevenuein2016/17$1,000s

HOTELTAXHotelTaxCollectedbyGovernmentEntities $23,097PROPERTYTAXPropertyTaxesPaidtoCityGovernments $12,995SALESTAXSalesTaxReturnedtoCityGovernments $19,941

DIRECTREVENUESFROMVISITORINDUSTRY $56,032

Hoteltax,41.2%

Propertytax,23.2%

Salestax,35.6%

DETAILED FINDINGS

PrimaryReasonforVisit

Question:WhichbestdescribestheprimaryreasonformakingthisvisittotheSantaBarbaraSouthCoastarea?Base:Allrespondents.1,752responses.

HotelGuest VFR DayTrip

Vacation 43.4% 25.1% 34.3%

Getawayweekend 23.9% 18.4% 39.1%

Visitfriends/relativesinthearea 8.0% 33.2% 8.9%

Otherpersonaltravel 6.6% 9.4% 10.6%

Attendafestivalorspecialevent 5.1% 4.5% 3.0%

Businesstravel 4.4% 3.6% 2.8%

Attendawedding 4.0% 5.4% 0.9%Conferenceorothergroup

meeting 4.5% 0.4% 0.4%

Governmenttravel 0.1% 0.0% 0.2%

Samplesize: 880 223 540

0.2%

1.3%

1.9%

3.1%

3.6%

9.6%

9.8%

34.2%

36.3%

0% 10% 20% 30% 40%

Governmenttravel

Conferenceorothergroupmeeting

Attendawedding

Businesstravel

Attendafestivalorspecialevent

Otherpersonaltravel

Visitfriends/relativesinthearea

Getawayweekend

Vacation

Yes,20.0%

No,76.2%

Maybe/notsure,3.8%

BusinessTravelers:ExtendedStayinSantaBarbaraforLeisure

Question:Ifhereonbusiness,didyouextendyourstayinSantaBarbaraanyadditionaldaysbeyondwhatwasneededforyourbusiness/meetingtoaccommodateleisureactivities?Base:Respondentsinthedestinationforbusiness,groupmeetingsorgovernmenttravel.91responses.

PlaceofStay

Question:WhereareyoustayingovernightonthisvisittotheSantaBarbaraSouthCoastarea?Base:Allrespondents.1,801responses.

58.7%

1.0%

1.4%

5.1%

10.3%

23.5%

0% 20% 40% 60% 80%

Regionalresidentonaday-trip

Campground/RVsite,vacationhome/timeshare,anyothertypeintheSantaBarbaraSouthCoastarea

Homesharingrental(i.e.Airbnb,Homeaway,VRBO)intheSantaBarbaraSouthCoastarea

PrivateresidenceoffriendorfamilymemberintheSantaBarbaraSouthCoastarea

Stayinginpaidorprivateaccommodations(notmyownhome)outsidetheSantaBarbaraSouthCoastarea

Hotel,motel,inn,B&B,orhostelintheSantaBarbaraSouthCoastarea

HotelGuests:MethodofBookingLodgingReservation(InterceptSurvey)

Question:HowwasyourSantaBarbaraSouthCoastarealodgingreservation(s)made?(Selectallthatapply)Base:RespondentsstayingovernightinaSantaBarbarahotel;interceptsurveyonly.626responses.

8.7%

1.1%

1.1%

2.4%

3.4%

10.2%

28.4%

29.7%

0% 10% 20% 30% 40%

Other

OfficialVisitSantaBarbaravisitorwebsite(SantaBarbaraCA.com)

Bymytourarranger/operatororAAA

Mycompanybookedit

Travelagent

Telephonecalldirectlytohotel

Hotel’swebsite

Travelwebsite(i.e.,Hotels.com,Travelocity.com,etc.)

$$

$$

HotelGuests:NumberofPeopleinHotelRoom

Question:Includingyourself,howmanypeoplearestaying/stayedinyourhotelroom?Base:RespondentsstayingovernightinaSantaBarbarahotel.951responses.

16.5%

61.0%

9.0%

8.4%

4.8%

0% 20% 40% 60% 80%

1

2

3

4

5ormore

Mean=2.4

DayTripVisitors:ReasonsfornotStayingOvernightinSantaBarbara(InterceptSurvey)

Question:WhydidyoudecidetonotstayovernightintheSantaBarbaraSouthCoastonthistrip?(Selectallthatapply)Base:RespondentswhodidnotstayovernightintheSantaBarbaraarea. 449responses.

17.7%

0.7%

1.9%

6.4%

15.3%

22.8%

42.1%

0% 20% 40% 60%

Other

Nohotelroomavailability

Ididn'tselectmyaccommodations

Hotelsaretooexpensive

I'mstayingelsewhereclosetoSantaBarbara

Ididnothaveenoughtime

IliveclosetoSantaBarbara

WeeksofAdvancedTripPlanning

Question:Howmanyweeksbeforeleavinghomedidyoubeginplanningthistrip?Base:Allrespondents.1,498responses.

HotelGuest VFR DayTrip8ormore 33.3% 26.2% 13.1%

7 0.9% 0.0% 0.5%6 6.9% 0.5% 3.0%5 2.0% 4.7% 0.2%4 16.8% 13.6% 10.6%3 10.1% 6.8% 5.7%2 11.7% 22.5% 14.0%1 13.9% 19.9% 32.9%0 3.8% 4.7% 19.3%

Mean: 5.7 4.3 3.0Samplesize: 786 191 435

14.4%

27.2%

13.8%

6.8%

12.3%

0.9%

3.9%

0.6%

19.4%

0% 10% 20% 30% 40%

0

1

2

3

4

5

6

7

8ormore

Mean=3.8weeks

Days&NightsintheSantaBarbaraArea(InterceptSurvey)

Question:HowmanydaysandnightsareyoustayinginSantaBarbaraarea?Base:Allrespondents.1,191responses.

TotalAnswering5ormore 5.9%

4 4.7%3 11.2%2 9.6%1 67.6%

Mean#ofDays: 1.6

5ormore 4.5%4 2.5%3 5.6%2 11.7%1 7.6%0 66.6%

Mean#ofNights: 0.8

HotelGuest VFR DayTrip5ormore 11.9% 26.3% --

4 12.1% 18.1% --3 28.8% 26.9% --2 31.0% 21.9% --1 15.1% 6.3% 100.0%

Mean#ofDays 2.8 3.3 1.0

5ormore 7.0% 19.4% --4 6.3% 15.0% --3 10.8% 17.5% --2 29.5% 27.5% --1 21.6% 16.3% --0 23.2% 1.3% 100.0%

Mean#ofnights 1.8 2.7 0.0Samplesize: 555 160 393

TravelPartyComposition

Question:Pleasetellushowmanypeople(includingyourself)areinyourimmediatetravelparty.Base:Allrespondents.1,774responses.


FemaleAdults(18+years) 1.4 1.3 1.5

MaleAdults(18+years) 1.2 1.0 1.4

FemaleChildren(17yearsoryounger) 0.1 0.2 0.3

MaleChildren(17yearsoryounger) 0.1 0.2 0.3

Mean 2.9 2.7 3.5

%withchildren 12.2% 21.2% 25.7%


0.3

0.3

1.4

1.5

0.0 0.4 0.8 1.2 1.6

MaleChildren(0-17years)

FemaleChildren(0-17years)

MaleAdults(18+years)

FemaleAdults(18+years)

Mean=3.4people

MethodofArrival

Question:HowdidyouarriveintheSantaBarbaraareaarea?(Selectone)Base:Allrespondents.1,586responses.

4.1% 0.1% 0.6% 0.8% 0.9% 1.6% 1.7% 4.1% 6.0% 11.5%

19.3% 53.5%

0% 20% 40% 60%

OtherPrivatePlane/CharterAirline

RV/MotorHomeBicycle

MotorcycleShuttlebus(e.g.airporttransportation)

TourbusRidesharingservice(e.g.UberorLyft)

CommercialAirlineRentalVehicleTrain/Amtrak

PersonalVehicleHotelGuest VFR DayTrip

PersonalVehicle 52.0% 55.2% 54.2%Train/Amtrak 12.4% 19.3% 21.6%RentalVehicle 20.5% 7.2% 9.3%

CommercialAirline 13.4% 10.3% 3.3%Ridesharingservice 0.3% 0.4% 5.6%

Tourbus 0.3% 2.2% 2.1%Shuttlebus(e.g.airport

transportation) 0.7% 3.6% 1.6%

Motorcycle 0.1% 0.0% 1.2%Bicycle 0.0% 0.0% 1.2%

RV/MotorHome 0.1% 1.3% 0.0%PrivatePlane/CharterAirline 0.3% 0.4% 0.0%

Other 0.3% 0.4% 5.6%Samplesize: 741 223 515

TransportationUsedIn-Market(InterceptSurvey)

Question:Howdidyou(orwillyou)getaroundtheSantaBarbaraSouthCoastarea?(Selectallthatapply)Base:Allrespondents.1,320responses.

0.5%

1.0%

3.2%

3.9%

9.2%

9.8%

10.5%

47.9%

55.1%

0% 20% 40% 60%

RV/MotorHome

Taxi

TourBus

Bicycle

PublicBus/Shuttle

RentalVehicle

UberorLyft

PersonalVehicle

Walking HotelGuest VFR DayTrip

Walking 51.2% 43.0% 57.1%

PersonalVehicle 41.5% 70.6% 47.1%

UberorLyft 21.4% 19.7% 7.8%

RentalVehicle 27.4% 7.5% 6.9%

PublicBus/Shuttle 7.1% 9.2% 9.5%

Bicycle 3.7% 9.2% 3.3%

TourBus 0.9% 0.9% 3.8%

Taxi 1.4% 1.3% 0.9%

RV/MotorHome 0.2% 0.4% 0.2%


DailySpending,PerTravelGroup

Question:HowmuchPERDAYdid(orwill)yourimmediatepartyspendoneachofthefollowingwhileintheSantaBarbaraSouthCoastarea?Base:Allrespondents.1,685responses.

$6.19

$9.73

$11.79

$14.66

$20.43

$29.70

$83.38

$124.01

$130.32

$0 $50 $100 $150

Spa/Beauty/HealthClubServicesorProducts

WineTastingFees/WineTours

Wine(Bottlespurchased)

Groceries/PersonalItems

LocalTransportation

Entertainment(Concerts,etc.)

Shopping(Gifts/Souvenirs)

Hotel/Lodging

Restaurants&Dining

Meanspendingpertravelgroup

=$430.22


Restaurants&Dining $123.79 $86.88 $63.47

Hotel/Lodging $228.53 $7.93 $0.00

Shopping(Gifts/Souvenirs) $62.38 $24.12 $55.09

Entertainment(Concerts,etc.) $28.26 $55.14 $15.13

LocalTransportation $23.09 $13.78 $7.28

Groceries/PersonalItems $18.79 $18.98 $1.77

Wine(Bottlespurchased) $15.03 $13.63 $1.81

WineTastingFees/WineTours $10.29 $13.41 $1.49

Spa/Beauty/HealthClubServicesorProducts $10.61 $20.95 $0.31

Meanspendingpertravelgroup: $520.78 $254.80 $146.36


DailySpending,PerPerson

Question:Howmanypersons’travelexpensesdoesthisspendingfullycover?Base:Allrespondents.1,666responses.

$2.55

$6.27

$6.36

$8.24

$9.35

$21.65

$31.80

$39.74

$50.53

$0 $20 $40 $60

Spa/Beauty/HealthClubServicesorProducts

Wine(Bottlespurchased)

Groceries/PersonalItems

WineTastingFees/WineTours

LocalTransportation

Entertainment(Concerts,etc.)

Shopping(Gifts/Souvenirs)

Hotel/Lodging

Restaurants&Dining

Meanspending perperson=$176.49


Restaurants&Dining $68.90 $44.71 $38.34

Hotel/Lodging $104.81 $4.08 $0.00

Shopping(Gifts/Souvenirs) $32.87 $40.79 $28.64

Entertainment(Concerts,etc.) $18.99 $17.87 $24.32

LocalTransportation $9.31 $9.77 $9.16

Groceries/PersonalItems $6.46 $13.54 $3.73

Wine(Bottlespurchased) $8.14 $7.01 $4.61

WineTastingFees/WineTours $12.22 $6.90 $5.51

Spa/Beauty/HealthClubServicesorProducts $4.46 $2.56 $1.22

Meanspendingperperson $266.16 $147.23 $115.54


SantaBarbaraCountyAreasVisited

Question:Onthistrip,whichoftheseSantaBarbaraCountyareasandtownsdidyouvisit?(Selectallthatapply)Base:Allrespondents.1,783responses.

4.7%

5.4%

6.2%

10.5%

15.0%

15.0%

88.2%

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

Summerland

SantaMariaValley

Lompoc

SantaYnezValley/Solvang/LosOlivos

Montecito

Goleta

SantaBarbara(cityof)HotelGuest VFR DayTrip

SantaBarbara(cityof) 89.4% 87.7% 87.8%

Goleta 18.2% 42.5% 11.1%

Montecito 22.7% 26.3% 11.5%

SantaYnezValley/Solvang/

LosOlivos16.9% 10.5% 7.8%

Lompoc 4.0% 8.8% 6.6%

SantaMariaValley 4.2% 5.3% 5.7%

Summerland 6.1% 12.3% 3.6%


ActivitiesParticipatedinwhileintheSantaBarbaraArea

Question:Onthistrip,whichofthefollowingactivitiesdidyou(orwillyou)participateinwhileinSantaBarbaraSouthCoastarea?(Selectallthatapply)Base:Allrespondents.1,780responses.

5.4% 7.6% 7.6% 8.3% 8.7% 9.7% 9.8% 12.5% 13.3% 17.2% 20.3% 20.5%

42.5% 55.0%

71.7%

0% 20% 40% 60% 80%

ViewTheater/PerformingArtsGuidedTours

HistoricWalkingToursBeerTasting

RecreationalBicyclingArtGallery

FamilyFriendlyActivitiesWineTastinginSantaBarbaraCity

HikingBarsorNightlifeVisitMuseums

VisitGardens/ParksShoppingBeaches

DininginRestaurants

Activities– FullDetail

Question:Onthistrip,whichofthefollowingactivitiesdidyou(orwillyou)participateinwhileintheSantaBarbaraSouthCoastarea?(Selectallthatapply)

Base:Allrespondents.1,780 responses.

HotelGuest VFR DayTripDininginRestaurants 79.1% 75.4% 68.4%

Beaches 58.9% 68.4% 51.8%Shopping 50.1% 46.9% 39.1%

VisitGardens/Parks 25.7% 21.1% 18.6%VisitMuseums 24.3% 28.9% 18.1%

BarsorNightlife 26.8% 35.1% 12.0%Hiking 14.9% 33.3% 10.4%

WineTastinginSantaBarbaraCity 16.7% 14.0% 10.8%FamilyFriendlyActivities 9.4% 20.2% 8.8%

ArtGallery 11.7% 11.4% 8.8%RecreationalBicycling 10.7% 14.5% 7.1%

BeerTasting 9.5% 12.7% 7.1%HistoricWalkingTours 9.2% 3.9% 7.3%

GuidedTours 10.4% 6.6% 6.6%ViewTheater/PerformingArts 9.2% 9.6% 3.6%

SpecialEventorFestival 6.9% 6.6% 2.9%WineTastinginSantaYnezValley 8.4% 2.2% 2.6%

Whalewatching 4.8% 4.8% 2.6%VisitSpa 6.6% 2.6% 1.6%Kayaking 1.9% 7.0% 2.4%Sailing 2.0% 3.9% 2.7%

Surfing/Stand-upPaddleBoarding 1.8% 7.5% 2.0%ChannelIslandsexcursion 1.3% 1.3% 1.5%

SportsTournamentorEvent 1.6% 0.0% 1.5%Golfing 1.2% 1.8% 1.1%

WineTastinginSantaMariaValley 1.1% 0.0% 0.5%WineTastinginLompoc 1.3% 0.0% 0.4%

Cycling(OrganizedTour,Event,RaceorIndependentTouring) 1.1% 0.0% 0.0%


AttractionsVisitedwhileintheSantaBarbaraArea

Question:Onthistrip,whichofthefollowingdidyou(orwillyou)visitwhileinSantaBarbaraarea?(Selectallthatapply)Base:Allrespondents.1,780responses.

0.4% 1.0% 1.4% 3.9% 5.4% 7.6% 8.0% 11.3%

19.7% 19.9% 21.0%

43.0% 53.7%

63.0%

0% 20% 40% 60% 80%

LakeLosCarnerosGoletaStowHouse

GoletaButterflyGroveGoletaBeach

ElPresidiodeSantaBarbaraHistoricStateParkUCSB/SBCC

OtherhistoricorarchitecturalsitesSantaBarbaraCourthouseOldMissionSantaBarbara

FunkZoneSantaBarbaraPaseoNuevo

SantaBarbaraHarborStearnsWharf

Downtown/StateStreet

AttractionsVisited– CompleteDetail

Question:Onthistrip,whichofthefollowingdidyou(orwillyou)visitwhileintheSantaBarbaraSouthCoastarea?(Selectallthatapply)

Base:Allrespondents.1,780responses.

HotelGuest VFR DayTripDowntown/StateStreet 73.0% 70.6% 58.4%

StearnsWharf 60.1% 60.5% 50.5%SantaBarbaraHarbor 45.1% 50.0% 41.4%

SantaBarbaraPaseoNuevo 24.0% 34.6% 18.2%FunkZone 22.1% 34.2% 17.7%

OldMissionSantaBarbara 29.3% 27.6% 15.7%SantaBarbaraCourthouse 16.4% 14.5% 9.1%

Otherhistoricorarchitecturalsites 9.7% 4.8% 7.7%UCSB/SBCC 8.7% 22.8% 5.7%

ElPresidiodeSantaBarbaraHistoricStatePark 8.3% 7.0% 4.2%

GoletaBeach 4.8% 13.2% 2.6%GoletaButterflyGrove 2.0% 5.3% 0.7%

GoletaStowHouse 0.4% 3.5% 0.9%LakeLosCarneros 0.7% 3.5% 0.0%


TravelPlanningResourcesUsedBeforeArrival

Question:WhichofthefollowingdidyouusespecificallytoplanyourtripBEFOREARRIVINGandwhichdidyouusewhileINtheSantaBarbaraSouthCoast?(Selectallthatapply)Base:Allrespondents.1,769responses.

0.4% 0.6% 1.3% 2.2% 2.6% 3.1% 3.1% 3.4% 3.7% 4.4% 7.9% 7.9% 10.1% 10.3%

17.6% 28.2%

0% 10% 20% 30% 40%

VSBofficialemailnewsletterGoGoleta.com

SantaBarbaraVisitorCenterGroupdiscountsite(Groupon,LivingSocial,etc.)

OfficialVSBvisitormagazineAutoCluborotherretailguidebooks

Hotel/ConciergeMagazineand/orNewspaper

MobileversionofofficialVSBvisitorwebsiteTouroperatorortravelagent

Consumeradvicewebsite(e.g.,TripAdvisor,etc.)Facebook,Instagramand/orTwitter

Generaltravelwebsite(e.g.,Travelocity)OfficialVSBvisitorwebsite(SantaBarbaraCA.com)

InfogatheredonamobiledeviceFamilymemberorfriend

TravelPlanningResourcesUsedBeforeArrival – CompleteDetail

Question:WhichofthefollowingdidyouusespecificallytoplanyourtripBEFOREARRIVINGandwhichdidyouusewhileINtheSantaBarbaraSouthCoast?(Selectallthatapply)


HotelGuest VFR DayTripFamilymemberorfriend 23.7% 54.8% 27.5%

Infogatheredonamobiledevice 17.6% 8.8% 18.1%OfficialVSBvisitorwebsite

(SantaBarbaraCA.com) 16.9% 7.0% 8.3%

Generaltravelwebsite(e.g.,Travelocity) 18.8% 7.0% 7.4%Facebook,Instagramand/orTwitter 7.9% 12.3% 7.4%

Consumeradvicewebsite(e.g.,TripAdvisor,etc.) 17.2% 5.3% 4.8%Touroperatorortravelagent 4.4% 1.8% 4.6%

MobileversionofofficialVSBvisitorwebsite 4.6% 0.9% 3.5%Magazineand/orNewspaper 5.1% 1.8% 3.0%

Hotel/Concierge 8.3% 0.0% 1.7%AutoCluborotherretailguidebooks 6.3% 0.9% 2.0%

OfficialVSBvisitormagazine 4.3% 2.2% 2.0%Groupdiscountsite(Groupon,LivingSocial,etc.) 3.1% 1.8% 1.8%

SantaBarbaraVisitorCenter 1.7% 0.4% 1.1%GoGoleta.com 1.3% 0.0% 0.4%

VSBofficialemailnewsletter 0.4% 0.0% 0.4%Samplesize: 890 228 541

0.2% 0.3% 0.9% 1.2% 1.4% 1.8% 1.8% 2.0% 2.3% 3.5% 3.8% 4.6% 4.7% 5.9%

12.2% 16.5%

0% 5% 10% 15% 20%

VSBofficialemailnewsletterGoGoleta.com

AutoCluborotherretailguidebooksGroupdiscountsite(Groupon,LivingSocial,etc.)

TouroperatorortravelagentMagazineand/orNewspaper

Generaltravelwebsite(e.g.,Travelocity)MobileversionofofficialVSBvisitorwebsite

OfficialVSBvisitorwebsite(SantaBarbaraCA.com)Consumeradvicewebsite(e.g.,TripAdvisor,etc.)

SantaBarbaraVisitorCenterFacebook,Instagramand/orTwitter

OfficialVSBvisitormagazineHotel/Concierge

FamilymemberorfriendInfogatheredonamobiledevice

TravelPlanningResourcesUsedIn-Market

Question:WhichofthefollowingdidyouusespecificallytoplanyourtripBEFOREARRIVINGandwhichdidyouusewhileINtheSantaBarbaraSouthCoast?(Selectallthatapply)Base:Allrespondents.1,769responses.

TravelPlanningResourcesUsedIn-Market – CompleteDetail

Question:WhichofthefollowingdidyouusespecificallytoplanyourtripBEFOREARRIVINGandwhichdidyouusewhileINtheSantaBarbaraSouthCoast?(Selectallthatapply)


HotelGuest VFR DayTripInfogatheredonamobiledevice 16.9% 12.3% 16.6%

Familymemberorfriend 12.5% 29.4% 10.5%Hotel/Concierge 21.2% 0.9% 1.1%

OfficialVSBvisitormagazine 16.0% 1.3% 1.1%Facebook,Instagramand/orTwitter 7.1% 10.1% 3.1%

SantaBarbaraVisitorCenter 4.0% 1.3% 3.9%Consumeradvicewebsite(e.g.,

TripAdvisor,etc.) 6.1% 6.1% 2.2%

OfficialVSBvisitorwebsite(SantaBarbaraCA.com) 5.8% 1.8% 1.1%

MobileversionofofficialVSBvisitorwebsite 5.4% 1.3% 0.9%

Generaltravelwebsite(e.g.,Travelocity) 3.8% 1.8% 1.1%Magazineand/orNewspaper 4.7% 1.8% 0.7%Touroperatorortravelagent 2.0% 0.9% 1.3%

Groupdiscountsite(Groupon,etc.) 1.9% 1.8% 0.9%AutoCluborotherretailguidebooks 1.2% 1.8% 0.6%

GoGoleta.com 0.2% 0.0% 0.4%VSBofficialemailnewsletter 0.1% 0.4% 0.2%


Yes,2.4%

No,97.6%

ExtendedStayinSantaBarbaraAreabasedonInformationAccessedIn-Market(InterceptSurvey)

Questions:1.DidanyinformationyouaccessedwhileintheareacauseyoutoextendyourstayintheSantaBarbaraSouthCoast?Base:Allrespondents.1,153responses.2.IfYES(above),byhowmanynights?Base:Respondentswhoextendedtheirstayinresponsetoinformationaccessedinthedestination.30responses.

Mean # of nights this group increased their stay in Santa

Barbara = 2.4


Yes 3.5% 2.7% 2.0%

No 96.5% 97.3% 98.0%

Mean#ofdaysSBtripwasextended 1.9 2.3 1.1


NumberofVisitstotheSantaBarbaraAreainthePast12Months(InterceptSurvey)

Question:EXCLUDINGTHISVISIT,inthepast12months,howmanyvisitstoSantaBarbaraareahaveyoumadeforeachofthefollowingreasons?Base:Allrespondents.934responses.

0.1

0.2

0.6

3.8

0.0 0.8 1.6 2.4 3.2 4.0

Weddings

Conferenceorgroupmeeting

Businessreasons

Leisureorpersonalreasons HotelGuest VFR DayTrip

Leisureorpersonalreasons 1.4 3.6 4.4

Businessreasons 0.3 0.5 0.7

Conferenceorgroupmeeting 0.1 0.2 0.2

Weddings 0.1 0.3 0.1

Mean#oftrips 1.9 4.5 5.4


MostLikedAspectsoftheSantaBarbaraArea(InterceptSurvey)

Question:WhataspectsofyourexperienceintheSantaBarbaraareadidyoulikebest?Base:Allrespondents.1,325responses.

2.5% 2.8% 3.0% 3.2% 3.6% 4.3% 5.1% 5.5% 5.8% 8.0%

11.5% 16.6%

19.7%

0% 10% 20% 30% 40%

Arts&CultureFriendlypeople

Harbor/PierLaidback/Relaxing

DowntownareaArchitecture

SantaBarbaraZooEasilyaccessible/Walkability

Restaurants/FoodsceneAmbiance&Atmosphere

ThescenicbeautyGoodweather

Beach HotelGuest VFR DayTripBeach 18.2% 20.6% 19.8%

Goodweather 14.9% 16.8% 16.5%Thescenicbeauty 11.8% 12.1% 11.3%

Ambiance&Atmosphere 8.7% 7.0% 8.1%Restaurants/Foodscene 6.2% 4.7% 5.8%

Easilyaccessible/Walkability 5.2% 1.9% 6.0%

SantaBarbaraZoo 0.6% 1.9% 6.5%Architecture 3.3% 3.3% 4.6%

Downtownarea 4.1% 2.3% 3.6%Laidback/Relaxing 6.4% 1.9% 2.6%

Harbor/Pier 2.5% 1.9% 3.2%Friendlypeople 3.9% 5.6% 2.4%Arts&Culture 2.9% 2.3% 2.4%Samplesize: 517 214 496

Attractions/ServicesthatWouldEnhancetheSantaBarbaraExperience(InterceptSurvey)

Question:Inyouropinion,whatattractionsorserviceswouldhavemostenhancedyourexperienceintheSantaBarbaraSouthCoast?Base:Allrespondents.728responses.

3.2% 3.6% 4.0% 4.3% 5.0% 5.1% 7.0% 7.1% 9.3%

14.9% 24.6%

0% 10% 20% 30% 40%

Improve/cleanbeach

Addresshomelessnessissue

Moreshopping

Moremaps/informational…

Morefoodoptions

Moretodo

Alleviatetraffic/congestion

Improvedpublic…

Makeitcheaper

Moreparking/freeparking

NothingHotelGuest VFR DayTrip

Nothing 35.8% 18.3% 22.6%Moreparking/freeparking 7.9% 8.7% 17.3%

Makeitcheaper 12.3% 11.3% 8.1%Improvedpublictransportation 5.7% 11.3% 6.9%

Alleviatetraffic/congestion 2.2% 10.4% 8.1%Moretodo 5.7% 2.6% 5.2%

Morefoodoptions 4.1% 4.3% 5.2%Moremaps/informational

brochures 1.9% 5.2% 4.8%

Moreshopping 3.5% 0.9% 4.4%Addresshomelessnessissue 2.2% 2.6% 4.0%

Improve/cleanbeach 4.7% 4.3% 2.8%Samplesize: 318 115 248

HowExpectationsofVisitorExperienceAspectswereMet(InterceptSurvey)

Question:Thinkingaboutyourexperienceonthistrip,howdidSantaBarbaraSouthCoastcomparetowhatyouexpectedbeforearriving?Base:Allrespondents.1,705responses.

Top2boxscore(Betterthan&Muchbetterthan

expected)HotelGuest VFR DayTrip

Scenicbeauty 49.6% 57.0% 39.7%Friendliness 43.9% 47.5% 38.8%

Lotstoseeanddo 40.4% 49.3% 36.1%Foodscene 39.3% 48.9% 36.3%

Relaxingambiance 41.5% 47.1% 34.2%Outdooractivities 37.7% 48.4% 33.4%

Familyfriendly 27.4% 50.2% 30.7%Romanticambiance 31.3% 41.7% 25.3%

Arts&culture 27.3% 39.9% 24.2%Shopping 23.6% 33.2% 25.0%

Wineexperiences 21.8% 30.5% 17.9%Affordability 16.9% 17.5% 15.4%Samplesize: 857 223 521

12.1% 14.6% 18.5% 21.6% 20.4% 24.3% 24.7% 24.9% 29.6% 27.6% 27.6% 27.3%

3.6% 4.9%

6.6% 4.1% 7.3% 6.5% 10.7% 11.8%

8.2% 10.4% 13.1% 15.9%

0% 20% 40% 60%

AffordabilityWineexperiences

ShoppingArts&culture

RomanticambianceFamilyfriendly

OutdooractivitiesRelaxingambiance

FoodsceneLotstoseeanddo

FriendlinessScenicbeauty

BetterthanIexpected MuchbetterthanIexpected

VisitorExperienceRatings(InterceptSurvey)

Question:Usingascaleof1to10,where10is"Excellent"and1is"Verypoor,"pleaseratetheSantaBarbaraSouthCoastareaasaplacetovisitforeachofthefollowingexperiences.Base:Allrespondents.1,375responses.


Outdoorrecreation 8.8 9.1 8.9

Foodandwine 8.6 8.7 8.8

Familyfun 8.5 8.8 8.8

Romance 8.7 8.5 8.6

Artsandculture 8.3 8.5 8.5

Shopping 8.0 8.2 8.3

Samplesize: 544 219 5088.2

8.5

8.6

8.7

8.7

8.9

0.0 2.0 4.0 6.0 8.0 10.0

Shopping

Artsandculture

Romance

Familyfun

Foodandwine

Outdoorrecreation

CaliforniaDestinationsVisitedinthePast2Years(InterceptSurvey)

Question:Whichofthefollowingdestinationshaveyouvisitedforleisureinthepasttwo(2)years?(Selectallthatapply)Base:Allrespondents.1,460responses.

0.2% 13.8% 18.6%

25.7% 26.5% 28.1% 28.2% 34.0% 35.4%

48.0% 53.7%

74.1%

0% 20% 40% 60% 80%

NoneoftheaboveSonomaCounty

NapaCountyPalmSpringsareaLagunaBeacharea

MontereyareaNewportBeacharea

SanLuisObispoCountyOrangeCounty

SanFranciscoBayareaSanDiegoarea

LosAngelesarea HotelGuest VFR DayTrip

LosAngelesarea 61.0% 72.4% 77.0%SanDiegoarea 50.7% 55.3% 54.2%

SanFranciscoBayarea 55.9% 57.0% 45.4%OrangeCounty 28.0% 32.0% 37.2%

SanLuisObispoCounty 30.3% 25.4% 35.4%NewportBeacharea 23.5% 29.4% 29.2%

Montereyarea 29.6% 24.6% 28.3%LagunaBeacharea 20.7% 29.8% 27.6%PalmSpringsarea 22.1% 20.6% 26.8%

NapaCounty 25.4% 16.2% 17.3%SonomaCounty 23.9% 10.5% 11.9%

Noneoftheabove 1.4% 0.0% 0.0%Samplesize: 574 228 548

VISITORDEMOGRAPHICS

Gender

Question:Whatisyourgender?Base:Allrespondents.1,597responses.


Female 54.7% 49.0% 49.4%

Male 44.6% 48.0% 49.6%

Iprefernottoanswer 0.7% 3.0% 1.1%

Samplesize: 834 198 470Female,50.4%

Male,48.5%

Iprefernottoanswer,1.1%

Age

Question:Whichisyourage?Base:Allrespondents.1,399responses.


Over60 33.1% 15.6% 19.3%

51-60 23.4% 11.7% 19.3%

41-50 13.1% 10.6% 18.0%

31-40 15.0% 15.1% 21.5%

21-30 14.6% 35.8% 18.8%

20orunder 0.7% 11.2% 3.2%

Mean 51.0 38.1 44.8


3.1%

19.1%

19.3%

16.4%

19.7%

22.5%

0% 10% 20% 30% 40%

20orunder

21-30

31-40

41-50

51-60

Over60

Mean=45.9

Age– GenerationsBreakout

Question:Whichisyourage?Base:Allrespondents.1,399responses.


Matures(68ormore) 15.9% 5.0% 8.5%

BabyBoomers(49-67) 44.1% 23.5% 32.7%

GenerationX(35-48) 16.7% 19.0% 29.0%

Millennials(18-34) 23.3% 52.5% 29.8%


29.9%

25.1%

34.9%

10.1%

0% 10% 20% 30% 40%

Millennials(18-34)

GenerationX(35-48)

BabyBoomers(49-67)

Matures(68orolder)

AnnualHouseholdIncome

Question:Whichofthefollowingbestdescribesthecombinedannualincomeofallmembersofyourhousehold?Base:Allrespondents.1,559responses.


Over$500,000 2.8% 4.6% 1.6%

$200,001to$500,000 16.9% 7.7% 7.6%

$150,001to$200,000 10.4% 9.3% 12.7%

$100,001to$150,000 17.1% 11.9% 16.5%

$50,001to$100,000 19.4% 20.1% 25.9%

$25,001to$50,000 7.4% 13.4% 8.5%

Lessthan$25,000 3.4% 13.4% 6.5%


Mean $167,790 $128,206 $127,078

Samplesize: 824 194 4486.1%

8.6%

23.6%

16.4%

11.8%

10.1%

2.1%

0% 10% 20% 30% 40%

Lessthan$25,000

$25,001to$50,000

$50,001to$100,000

$100,001to$150,000

$150,001to$200,000

$200,001to$500,000

Over$500,000

Mean=$137,751

MaritalStatus

Question:Whichofthefollowingbestdescribesyourcurrentmaritalstatus?Base:Allrespondents.1,588responses.


Single 22.2% 49.7% 27.7%

Singlewithchildrenunderage18 1.8% 2.6% 3.9%

Married 58.8% 29.0% 48.0%

Marriedordomesticpartnershipwithchildren

underage186.3% 2.6% 9.0%

Domesticpartnership 3.7% 6.7% 6.5%

Other 2.1% 5.2% 3.0%



2.9%

2.9%

5.8%

8.0%

49.5%

3.3%

27.6%

0% 20% 40% 60%

Iprefernottoanswer

Other

Domesticpartnership

Marriedordomesticpartnershipwithchildrenunderage18

Married

Singlewithchildrenunderage18

Single

Education

Question:Whatisyourhighestlevelofformaleducation?(Selectone)Base:Allrespondents.1,586responses.


Completedgraduateschool 33.8% 17.8% 24.0%

Somegraduateschool 6.9% 3.0% 3.1%

Collegegraduate 37.0% 39.1% 41.2%

Somecollege 12.8% 28.9% 19.0%

Highschoolgraduate 3.5% 5.6% 7.6%

Somehighschoolorless 1.0% 1.5% 1.7%



3.9%

1.5%

6.3%

17.9%

40.0%

4.2%

26.2%

0% 20% 40% 60%

Iprefernottoanswer

Somehighschoolorless

Highschoolgraduate

Somecollege

Collegegraduate

Somegraduateschool

Completedgraduateschool

Ethnicity

Question:Whichbestdescribesyourethnicity?Base:Allrespondents.1,583responses.


Caucasian 69.1% 56.9% 57.2%

Latino/Hispanic 8.8% 18.8% 18.7%

Asian,PacificIslander 7.9% 10.7% 10.4%

Black,African-American 2.0% 5.1% 2.6%

NativeAmerican,Aleut,Eskimo 1.0% 0.5% 0.9%

Other 3.7% 3.6% 4.3%



6.2%

4.1%

0.9%

2.6%

9.8%

16.2%

60.3%

0% 20% 40% 60% 80%

Iprefernottoanswer

Other

NativeAmerican,Aleut,Eskimo

Black,African-American

Asian,PacificIslander

Latino/Hispanic

Caucasian

LGBT

Question:Whichbestdescribesyou?(Selectone)Base:Allrespondents.1,089responses.


Heterosexual 86.1% 79.4% 85.6%

Gay/Lesbian/Bisexual/

Transgender2.5% 11.3% 2.7%

Other 2.5% 1.0% 1.3%



9.9%

1.5%

3.2%

85.4%

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

Iprefernottoanswer

Other

Gay/Lesbian/Bisexual/Transgender

Heterosexual

POINT OF ORIGIN

PointofOrigin:TopCountriesofResidence

Question:Inwhatcountrydoyoureside?Base:Allrespondents.1,616responses.

0.4% 0.5% 0.5% 0.5% 0.7% 1.0% 1.1% 1.4% 2.3% 2.6% 4.6%

82.0%

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

ItalySpain

SwitzerlandIsraelFrance

AustraliaNeatherlands

GermanyChina

UnitedKingdomCanada

UnitedStates

DomesticVistitors,82.0%

InternationalVisitors,18.0%

PointofOrigin:CountriesofResidence– FullData

Question:Inwhatcountrydoyoureside?


Q4Total HotelGuest VFR DayTrip

UnitedStates 82.0% 80.9% 86.2% 82.6%Canada 4.6% 2.1% 3.0% 5.6%

UnitedKingdom 2.6% 5.0% 0.5% 1.7%China 2.3% 3.1% 2.0% 2.0%

Germany 1.4% 2.1% 2.0% 1.1%Netherlands 1.1% 0.7% 1.0% 1.3%

France 1.0% 0.7% 0.5% 1.1%Australia 0.7% 0.7% 0.5% 0.7%

Israel 0.5% 0.3% 0.0% 0.7%Switzerland 0.5% 0.8% 0.0% 0.4%

Spain 0.5% 0.2% 0.5% 0.7%Italy 0.4% 0.6% 0.0% 0.4%

Mexico 0.4% 0.8% 1.0% 0.2%Brazil 0.4% 0.3% 0.5% 0.2%

Sweden 0.3% 1.0% 1.5% 0.0%Ukraine 0.3% 0.0% 0.0% 0.4%Vietnam 0.3% 0.0% 0.0% 0.4%

India 0.2% 0.1% 1.0% 0.2%Philippines 0.2% 0.0% 0.0% 0.2%

NewZealand 0.1% 0.2% 0.0% 0.0%Chile 0.1% 0.0% 0.0% 0.0%

SouthAfrica 0.0% 0.1% 0.0% 0.0%Samplesize: 1,616 857 203 461

PointofOrigin:TopStatesofResidence

Question:Whatstatedoyoulivein?Base:Alldomesticrespondents.1,229responses.

In-StateResident,80.0%

Out-of-StateResident,20.0%

0.6% 0.6% 0.6% 0.7% 0.7% 0.8% 0.8% 0.8% 0.9% 1.2% 1.2% 1.4% 1.5% 1.8%

80.0%

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

VirginiaNewJersey

OregonNewYork

MinnesotaMassachusetts

HawaiiPennsylvania

ColoradoTexas

FloridaWashington

ArizonaNevada

California

PointofOrigin:TopStatesofResidence

Question:Whatstatedoyoulivein?

Base:Alldomesticrespondents.1,243responses.

HotelGuest VFR DayTripCalifornia 72.1% 66.9% 84.3%Nevada 0.6% 3.1% 2.2%Arizona 2.5% 1.8% 1.1%

Washington 1.5% 1.2% 1.4%Florida 1.4% 0.0% 1.1%Texas 2.3% 2.5% 0.6%

Colorado 1.5% 1.8% 0.6%Pennsylvania 1.1% 2.5% 0.6%

Hawaii 0.0% 0.6% 1.1%Massachusetts 1.4% 0.6% 0.6%

Minnesota 0.8% 1.8% 0.6%NewYork 1.2% 1.8% 0.3%Oregon 1.1% 0.0% 0.6%

NewJersey 1.4% 1.2% 0.3%Virginia 1.1% 1.8% 0.3%

SampleSize 653 163 356

0.8%

0.8%

0.8%

1.0%

1.1%

1.8%

1.8%

2.8%

3.8%

4.1%

15.7%

41.8%

0% 20% 40% 60%

Salinas,CA

Fresno,CA

Tucson,AZ

Sacramento,CA

Bakersfield,CA

LasVegas,NV-AZ

SanJose,CA

SanFrancisco-Oakland,CA

SanLuisObispo-Atascadero-PasoRobles,CA

SanDiego,CA

Ventura,CA

LosAngeles-Riverside-OrangeCounty,CA

PointofOrigin:TopMSAsofResidence

Question:Whatisyourzip/postalcode?Base:Alldomesticrespondents.1,180responses.


LosAngeles-Riverside-OrangeCounty,CA 39.8% 29.7% 43.6%

Ventura,CA 1.7% 5.8% 22.1%SanDiego,CA 8.6% 6.5% 2.0%

SanLuisObispo-Atascadero-PasoRobles,CA 2.7% 3.2% 4.4%

SanFrancisco-Oakland,CA 7.8% 7.1% 0.3%SanJose,CA 2.7% 5.2% 1.2%

LasVegas,NV-AZ 0.8% 3.2% 2.0%Bakersfield,CA 0.0% 1.9% 1.5%Sacramento,CA 1.6% 0.6% 0.9%

Tucson,AZ 1.6% 0.6% 0.6%Fresno,CA 0.8% 0.0% 0.9%Salinas,CA 0.8% 0.0% 0.9%


PointofOrigin:ByCounty

Question:Whatisyourzip/postalcode?

Base:Alldomesticrespondents.891responses.

Total HotelGuest VFR DayTripLosAngeles,CA 27.7% 22.4% 21.0% 30.1%

Ventura,CA 16.7% 1.7% 3.4% 23.4%Orange,CA 6.7% 10.1% 5.9% 5.6%

SanLuisObispo,CA 4.5% 2.8% 4.2% 5.2%SanDiego,CA 3.6% 8.0% 4.2% 1.9%

SantaClara,CA 2.0% 2.8% 4.2% 1.5%Clark,NV 1.9% 0.6% 4.2% 2.2%

SanBernardino,CA 1.8% 4.1% 0.8% 1.1%Kern,CA 1.2% 0.0% 2.5% 1.5%

Riverside,CA 1.1% 2.2% 0.8% 0.7%Pima,AZ 1.0% 1.7% 0.8% 0.7%

Alameda,CA 1.0% 2.2% 0.8% 0.4%SantaCruz,CA 0.9% 1.9% 3.4% 0.4%Hennipin,MN 0.8% 0.9% 1.7% 0.7%Maricopa,AZ 0.8% 0.6% 1.7% 0.7%

SanFrancisco,CA 0.5% 1.1% 3.4% 0.0%SanMateo,CA 0.5% 1.9% 0.0% 0.0%Sacramento,CA 0.4% 1.5% 0.8% 0.0%

King,CA 0.4% 1.3% 0.0% 0.0%Sample 891 464 119 269

KEY VISITOR SEGMENTS

Hotel Stay Details

Mean hotel spend daily – $228.53Mean # of people in hotel room – 2.4

Days Spent in the Santa Barbara Area

Mean – 2.8 days

Top Activities Participated In

• Dining in Restaurants - 79.1%• Beaches - 58.9%• Shopping - 50.1%• Bars or Nightlife - 26.8%

• 2.9 people, on average• 12.2% of travel parties had children

Key Demographics

Annual household income – $167,790

Marital Status: Married/Partnered – 68.9%Single – 24.0%

Mean age – 51.0Mean – $520.78, per travel party

Average Daily Spending In-Market

Mean Travel Party Size

THE HOTEL GUEST VISITORVisitors who stayed overnight in a hotel in the Santa Barbara South Coast during their trip.

Visit Santa Barbara – Santa Barbara South Coast Area Visitor Profile 2016/2017– (September 2016 – August 2017)

Top Methods of Arrival

• PersonalVehicle - 52.0%• RentalVehicle - 20.5%• Commercial Airline - 13.4%• Train/Amtrak - 14.5%

Key Demographics



Mean age – 43.6

• Dining in Restaurants - 71.4%• Beaches - 56.6%• Shopping - 46.8%• Visit Museums - 17.9%

• Rental Vehicle - 35.0%• Personal Vehicle - 24.2%• Train/Amtrak - 14.5%• Commercial Airline - 12.9%

Mean – $618.52, per travel party



THE INTERNATIONAL VISITORVisitors who reside outside the United States.


Mean – 2.2 days




Mean - 6.6 weeks

Average Travel Planning Window for SB Trip


THE AFFLUENT VISITORVisitors who reported having an annual household income over $200,000.

Key Demographics



Mean age – 49.2

• Dining in Restaurants - 77.8%• Beaches - 55.3%• Shopping - 49.7%• Visit Gardens/Parks - 23.5%

• Personal Vehicle - 52.9%• Rental Vehicle - 19.1%• Train/Amtrak - 15.7%• Commercial Airline - 6.4%

Mean – $997.65, per travel party




Mean – 2.1 days




Mean - 4.7 weeks

Average Travel Planning Window for SB Trip


Santa Barbara Visitor Profile and Economic Impact Study 2016 … · Survey of Santa Barbara South...

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