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Kissimmee Visitor Profile April 2017

Prepared for: Experience Kissimmee

Prepared by: Research Data Services, Inc. www.ResearchDataLLC.com

June 2017

Experience Kissimmee Visitor Profile April 2017

i © Copyright 2017. | PCD-1 – 6.13.17

Certification and General Limiting Conditions

The following report has been prepared for Experience Kissimmee at the request of Mr. DT Minich, President/CEO. Research Data Services, Inc., hereby certifies that, except as otherwise noted in the report:

1. We have no present or contemplated future interest in the project that is the subject of this study.

2. We have no personal interest or bias with respect to the subject matter of

this report or the parties involved.

3. This report is based on estimates, assumptions, and other information

developed from our research of the market, our knowledge of the industry, and our discussions with you and your representatives, during which we were provided with certain information. The sources of information and the bases of estimates and assumptions are stated herein. To the best of our knowledge and belief, the statements of fact contained in this report, upon which analyses, opinions, and conclusions expressed herein are based, are true and correct.

4. This report sets forth all of the limiting conditions (imposed by the terms of

our assignment or by the undersigned) affecting the analyses, opinions, and conclusions contained in this report.

5. Because circumstances may change and unanticipated events may occur

subsequent to the date of this report, the reader must evaluate the assumptions and rationale of this report in light of the circumstances then prevailing. The terms of this engagement are such that we have no obligation to revise this report or the included projections to reflect events or conditions which occur subsequent to the completion of our fieldwork.

June 13, 2017 Walter J. Klages, Ph.D.

President Date


ii © Copyright 2017. | PCD-1 – 6.13.17

Executive Summary: April 2017

1. Methodology: Experience Kissimmee’s April 2017 visitor profile was developed from a random sample of 578 surveys, completed with Osceola County commercial lodging visitors.

2. This month, some 628,700 visitors stayed in Kissimmee’s commercial lodgings, yielding an estimated $522,396,300 of economic impact to the County. Key industry metrics are as follows:

April 2016 2017 % ∆ Occupancy 78.5% 80.9% +3.1% ADR $112.77 $122.66 +8.8% RevPAR $88.52 $99.23 +12.1%

3. In April, eight out of ten of lodging managers (82.2%) report their property’s three month forward reservation levels as “up” or the “same” when compared to this time last year (2016: 79.0%):

% of Properties (April) Reporting Reservations: 2016 2017 Up 38.5% 52.2% Same 40.5 30.0 Down 19.1 17.8

4. April H/M/C visitation originates from the following primary markets:

2016 2017 Apr. Visitation Visitor # Visitor # % ∆ Florida 184,580 181,690 -1.6 Southeast 62,120 69,160 +11.3 Northeast 72,770 89,900 +23.5 Midwest 79,860 74,820 -6.3 Canada 44,370 50,300 +13.4 Europe 61,530 57,840 -6.0 Latin American 23,660 32,060 +35.5 Other U.S. 47,920 55,950 +16.8 Other Foreign 14,790 16,980 +14.8 Total 591,600 628,700 +6.3


iii © Copyright 2017. | PCD-1 – 6.13.17

5. Better than two in five of Kissimmee’s April commercial lodging visitors (42.3%) are staying in Osceola County for their first time. Over half (52.8%) of these visitors report having previously stayed elsewhere in the greater Orlando Area. Reasons cited for choosing Kissimmee for the first time include its convenient location, superior value for the money, new and non-traditional lodging options, special and sporting events, and more relaxing atmosphere. Business, word of mouth recommendations, online reviews, and travel agents are also mentioned as reasons for choosing to stay in the Kissimmee area.

% Staying First Time in Kissimmee Feeder Market (Base: Total Visitors from Market) Florida 27.5% U.S. Out-of-State 43.0 Europe 52.8 Latin America 79.3 6. One third of Kissimmee’s first time overnight visitors (33.4%) are also in Florida for the

first time. First time visitor origins are as follows:

% First Time in Florida Feeder Market (Base: Total Visitors from Market) U.S. Out-of-State 11.1% Europe 35.8 Latin America 50.0

7. April repeat visitors report an average of 5.3 visits:

Number of Repeat Feeder Market Visits to Kissimmee Florida 6.2 U.S. Out-of-State 5.3 Europe 3.6 Latin America 2.3 8. April visitors primarily use attraction (54.3%), mapping (50.6%), hotel (49.5%), and

destination (46.9%) websites to get information and plan their Kissimmee trip.


iv © Copyright 2017. | PCD-1 – 6.13.17

9. In April 2017, just over half 52.5% of visitors lodged in hotels/motels, while 46.1% selected vacation homes or condos.

10. This April, the majority of visitors (95.9%) make advance reservations for their lodging. 11. More than half of Kissimmee’s April 2017 overnight lodging visitors (53.8%) fly to reach

the destination. Some 40.7% drive a personal car/RV.

12. Visitors stay an average of 5.4 nights in the Kissimmee area.

Visitors’ length of stay by origin are as follows:

Feeder Market April 2017 LOS Florida 2.8 nights Southeast 4.5 nights Northeast 6.0 nights Midwest 5.7 nights Canada 8.2 nights Europe 9.4 nights Latin America 7.1 nights Other U.S. 5.5 nights 13. April visitors primarily enjoy attractions/theme parks (74.8%), dining out (73.2%),

shopping (61.9%), and relaxing (54.4%). 14. Six out of ten April visitors frequent the Disney parks (60.5%), with 35.9% visiting

Universal and 16.3% going to SeaWorld. Visitors also enjoy Disney Springs (41.6%), City Walk (18.4%), and Fun Spot/Old Town (17.8%).

33.9

28.2

28.0

9.9

Length of Stay in Kissimmee

1 - 3 nights

4 - 6 nights

7 - 9 nights

10+ nights


v © Copyright 2017. | PCD-1 – 6.13.17

15. When describing their experiences in Kissimmee, April visitors focus on the convenience, wide variety of activities, beautiful weather, friendly service, “fun,” and how well suited the area is for bringing people together.

16. Nine out of ten visitors (90.6%) plan a return visit to the Kissimmee area.

17. The average age of April 2017 visitors is 47.0 years. These visitors command a median household income of $91,070.


* © Copyright 2017. | PCD-1 – 6.13.17

Experience Kissimmee: April 2017 Visitor Profile


1 © Copyright 2017. | PCD-1 – 6.13.17

Calendar Year to Date (Jan. – Apr.) April Estimated Overnight Visitor Statistics

2016

2017

% Δ

’16/’17

2016

2017*** % Δ

’16/’17

H/M/C* Visitors(#) 2,128,800 2,169,200 +1.9 591,600 628,700 +6.3 Visitors in Unpaid Lodgings 692,700 710,700 +2.6 232,700 240,200 +3.2 Total Overnight Visitors 2,821,500 2,879,900 +2.1 824,300 868,900 +5.4 Direct Exp. ($) of H/M/C* Visitors $1,238,455,200 $1,305,906,900 +5.4 $324,723,300 $356,535,800 +9.8

Direct Exp. ($) of Visitors in Unpaid Lodgings $278,757,700 $294,848,000 +5.8 $78,541,300 $84,896,300 +8.1

Total Overnight Visitor Direct Exp. ($) $1,517,212,900 $1,600,754,900 +5.5 $403,264,600 $441,432,100 +9.5

Eco. Impact. ($) of H/M/C* Visitors $1,814,584,600 $1,913,414,900 +5.4 $475,784,600 $522,396,300 +9.8

Eco. Impact ($) of Visitors in Unpaid Lodgings $408,435,900 $432,011,300 +5.8 $115,078,700 $124,390,100 +8.1

Total Overnight Visitor Eco. Impact ($)** $2,223,020,500 $2,345,426,200 +5.5 $590,863,300 $646,786,400 +9.5

H/M/C* Room Nights 2,859,500 2,908,300 +1.7 710,900 762,800 +7.3 * Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** U.S. Bureau of Economic Analysis, RIMS II Multiplier (k: 1.4652)

Calendar Year to Date (Jan. – Apr.) April

Note: Statistics subject to revision (data availability)

***Easter: March 27, 2016; April 16, 2017

Lodging Statistics

2016

2017

% Δ ’16/’17

2016

2017

% Δ ’16/’17

Occupancy 79.9% 79.8% -0.1 78.5% 80.9% +3.1

Room Rates $108.10 $111.72 +3.3 $112.77 $122.66 +8.8

RevPAR $86.81 $89.61 +3.2 $88.52 $99.23 +12.1

$200,000,000

$350,000,000

$500,000,000

$650,000,000

2016 2017

403,264,600 441,432,100

187,598,700205,354,300

$590,863,300$646,786,400

April 2017 Overnight Visitor Economic Impact

Direct Exp. Indirect/Induced Total Eco. Impact


2 © Copyright 2017. | PCD-1 – 6.13.17

April 2017 Visitor Origin Markets

Calendar Year to Date (Jan. – Apr.) April

Visitor Origins (H/M/C) 2016 2017

% Δ ’16/’17

2016 Share of Mkt (%)

2016 # of

Visitors

2017 Share of Mkt (%)

2017 # of

Visitors

% Δ ’16/’17

Florida 547,960 560,800 +2.3 31.2% 184,580 28.9% 181,690 -1.6

Southeast 205,010 214,130 +4.4 10.5 62,120 11.0 69,160 +11.3

Northeast 350,570 380,070 +8.4 12.3 72,770 14.3 89,900 +23.5

Midwest 305,870 289,060 -5.5 13.5 79,860 11.9 74,820 -6.3

Canada 166,470 178,570 +7.3 7.5 44,370 8.0 50,300 +13.4

Europe 251,620 231,890 -7.8 10.4 61,530 9.2 57,840 -6.0

Latin American 89,730 101,340 +12.9 4.0 23,660 5.1 32,060 +35.5

Other US 163,770 167,620 +2.4 8.1 47,920 8.9 55,950 +16.8

Other Foreign 47,800 45,720 -4.4 2.5 14,790 2.7 16,980 +14.8

Total 2,128,800 2,169,200 +1.9 100.0 591,600 100.0 628,700 +6.3

181,690

69,160

89,90074,820

50,300

57,840

32,060

55,950

16,980

April 2017 Visitor Origins

Florida

Southeast

Northeast

Midwest

Canada

Europe

Latin American

Other US

Other Foreign


3 © Copyright 2017. | PCD-1 – 6.13.17

Visitor Profile Metrics:

Length of Stay (Nights) 2016 2017

Away from Home 8.0 7.7 In the Kissimmee Area 5.4 5.4

Party Size 2016 2017

Number of People 4.1 4.0

Party Composition 2016 2017

% of Parties Traveling with Children 51.8% 49.6% % of Parties Traveling with Seniors 30.2 25.8

Kissimmee Area Base Budget 2016 2017

Per Person/Stay $548.89 $567.10 Per Person/Night 101.65 105.02 Total Party/Trip $2,250.46 $2,268.38

Transportation (Multiple Response) (Percentaged to the Base of All Respondents)

2016

2017

Plane 48.7% 53.8% Personal Car 44.5 40.7 Rental Car 29.6 35.9

Airport Deplaned (Base: Flew) 2016 2017

Orlando International 74.7% 79.0% Miami International 6.8 7.2 Tampa International 7.3 6.1 Sanford 6.4 5.1


4 © Copyright 2017. | PCD-1 – 6.13.17

Visitor Profile:

Purpose of Trip (Multiple Response) A. Profile Data

2016

2017

Vacation 84.5% 82.0% To Visit Central Florida Attractions 46.2 47.0 Getaway 34.4 37.9 Visit with Friends/Relatives 14.7 17.1 Business/Meeting n/a 7.3

Sports Events/Tournament 3.4 3.7 Reunion (Family, Military, School, etc.) 3.1 3.2 Special Events/Festival 2.4 3.0

B. Occupancy Survey Data 2016 2017

Group 21.8% 25.5%

First Visit to (% yes) 2016 2017

Kissimmee Area (staying in commercial lodging) 43.6% 42.3% Florida 12.0 14.1

0

10

20

30

40

50

2016 2017

12.0 14.1

31.6 28.2

43.6 42.3

%

First Visit to Kissimmee (% Yes)

New Market Share Gain from Florida TOTAL


5 © Copyright 2017. | PCD-1 – 6.13.17

Information Most Helpful to Visit (Open Ended Multiple Response)

2016

2017

Internet 86.4% 86.2% Maps/GPS 62.9 60.8 Hotel/Accommodations 32.8 35.8 Previous Visit 32.7 33.4 Mobile App 20.1 25.5 Print Media 29.0 23.2 Experience Kissimmee 24.1 22.8 Recommendation 26.7 22.5 Family 14.1 14.8 Travel Professional 6.2 8.9 AAA 9.8 7.2

0

10

20

30

40

50

60

70

80

90

100

Internet Maps/GPS Hotel Accomodations Previous Visit

86.4

62.9

32.8 32.7

86.2

60.8

35.833.4

Information Most Helpful To Visit (Top Four)

2016 2017

%


6 © Copyright 2017. | PCD-1 – 6.13.17

Internet Information Sources Consulted (Open Ended Multiple Response)

2016

2017

Attraction Websites 50.1% 54.3% Map Quest/Google Maps, etc. 42.3 50.6 Hotel Websites 47.4 49.5 Destination Websites 50.7 46.9 Airline Websites 38.6 41.2 Booking Sites 36.2 39.9 Weather Sites 33.2 38.7 Review/Rating Sites 34.3 38.1 Rental Car Websites 32.6 34.3 Restaurant Websites 28.6 27.4 Social Networking Sites 17.5 19.8 Daily Deal/Coupon Sites 15.4 12.8

0

10

20

30

40

50

60

Attraction Mapping Hotel Destination

50.1

42.347.4

50.754.3

50.6 49.546.9

Internet Information Sources Consulted (Top Four)

2016 2017%


7 © Copyright 2017. | PCD-1 – 6.13.17

Made Lodging Reservations 2016 2017

Yes 95.2% 95.9% No 4.8 4.1

Activities Enjoyed (Open Ended Multiple Response)

2016

2017

Attractions/Theme Parks 77.9% 74.8% Dining Out 67.4 73.2 Shopping 57.1 61.9 Relaxing 50.1 54.4 Pool 47.4 52.6 Sight Seeing 40.8 43.8 Swimming 35.5 39.7 Reading 28.2 27.3 Photography 26.7 22.7 Visiting with Friends/Relatives 13.2 18.9 Bars/Nightlife 14.5 17.3 Miniature Golf 15.6 15.2 Wildlife/Environment 13.0 12.0 Airboats 8.5 8.1

0

20

40

60

80

Attractions Dining Out Shopping

77.9

67.4

57.1

74.8 73.2

61.9

%

Activities Enjoyed (Top Three)

2016 2017


8 © Copyright 2017. | PCD-1 – 6.13.17

Theme Parks Visited (Open Ended Multiple Response)

2016

2017

Disney World 58.5% 60.5% Universal 37.4 35.9 SeaWorld 17.5 16.3

Non-Theme Park Attractions Visited 2016 2017

Disney Springs 33.9% 41.6% City Walk 17.9 18.4 Fun Spot/Old Town 16.2 17.8

Satisfaction with Kissimmee 2016 2017

Satisfied (Combined) 94.1% 93.6%

Plan to Return (% Yes) 2016 2017

To Local Area 90.1% 90.6%

0

10

20

30

40

50

60

70

Disney Universal SeaWorld

58.5

37.4

17.5

60.5

35.9

16.3

%

Theme Parks Visited (Top Three)

2016 2017


9 © Copyright 2017. | PCD-1 – 6.13.17

Demographics 2016 2017

Average Age Head of Household 48.2 47.0 Median Annual Household Income $91,749 $91,070

Book Reservations for Trip Online 2016 2017

% Yes 82.2% 85.7%

Occupancy Survey Data 2017

Compared to the same time in 2016, OVER THE NEXT THREE MONTHS, properties report reservations:

2016

2017

Up 38.5% 52.2% Same 40.5 30.0 Down 19.1 17.8

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