how important is tourism to the georgia coastal · total estimated impact totaltotaltotal...
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How important is tourism to the Georgia Coastal
Empire and South Carolina Lowcountry?
Prepared by:John Salazar, Ph.D.
Director of the Lowcountry and Resort Islands Tourism InstituteDirector of the Lowcountry and Resort Islands Tourism Institute
University of South Carolina Beaufort
For the 2013 REALTORS® Commercial Alliance of Savannah/Hilton Head Membership Meeting
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Tourism in the Coastal Empire and iLowcountry Region
• The relevance of tourism within theThe relevance of tourism within the
region
• The economic impact of travel on theThe economic impact of travel on the
region
• Our airline gateway to the regionOur airline gateway to the region
• Savannah and Hilton Head Island
tourismtourism
• LRITI Trends
• Concluding thoughts• Concluding thoughts
2© LRITI 2013
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The Coastal Empire and Lowcountry County Region
• Chatham, GAChatham, GA• Bryan, GA• Liberty GA• Liberty, GA• McIntosh, GAGl GA• Glynn, GA
• Camden, GA• Beaufort, SC• Jasper, SC
3© LRITI 2013
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32
Employment (Thousands) (US Travel Association)
31.47
31
31.5
30.79
30.5
29.4829.5
30
28.66
29.1
28.5
29
27.5
28
272007 2008 2009 2010 2011
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640
Payroll ($Millions) (US Travel Association)
628.51630
620.45622.37
620
600
610
590.92 591.24590
600
580
5702007 2008 2009 2010 2011
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2007 % Share of Tourism Related Expenditures: $2.66 Billion for the region (US Travel Association)
40%
38%
Chatham, GA Bryan, GA Liberty, GA McIntosh, GA Glynn, GA Camden, GA Beaufort, SC Jasper, SC
38%
12%
3%
12%
3%1%
0%2%
Chatham, GA Bryan, GA Liberty, GA McIntosh, GA Glynn, GA Camden, GA Beaufort, SC Jasper, SC6© LRITI 2013
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2011 % Share of Tourism Related Expenditures: $2.79 Billion for the region (US Travel Association)
42%
Chatham, GA Bryan, GA Liberty, GA McIntosh, GA Glynn, GA Camden, GA Beaufort, SC Jasper, SC
37%
11%
3%
11%
3%2%
1%0%
2%
Chatham, GA Bryan, GA Liberty, GA McIntosh, GA Glynn, GA Camden, GA Beaufort, SC Jasper, SC7© LRITI 2013
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USCB/Clemson 2008 HHI Gross Sales Analysis: Estimating Tourism’s Contribution
• Tourism accounts for between 64% ‐ 70% of HHI’s 2008 Gross Sales
receipts or $.64 ‐ $.70 of every $1 in sales
• The estimate:
1) does not account for business to business spending
2) does not account for spending by the large tourism and hospitality
workforce
3) d t tt ib t t i dit i i t d t3) does not attribute tourism expenditures in unincorporated areas to
HHI, which certainly drives a portion of those expenditures
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140
State and Local Taxes (US Travel Association)
129.98
122.49 121.65
127.03 127.42120
100
84.92 85.1879.5 80.58 81.53
60
80
te and
Local Taxes
State Tax ($Millions)
Local Tax ($Millions)
40
60
Stat
20
02007 2008 2009 2010 2011
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1400
Expenditures ($Millions) (US Travel Association)
1096 56
1177.031200
1029956.89 956.52
1019.97 1026.321077.66 1096.56
1009.311070.33
1000
600
800
rect Expen
ditures
Beaufort, SC
Chatham, GA
400
600
Dir
200
02007 2008 2009 2010 2011
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17.018.0
2013 vs 2012 YTDOcc (Jan‐July) : South Atlantic is beating 2012 1.5% (Smith Travel Research)
14.3
14.0
16.0
10.0
12.0
3 5
6.0
8.0 Beaufort/Port Royal/St. Helena Island+
Blufton+
Hilton Head Island+
Brunswick, GA+
Sa annah GA
1.8 1.8
3.5
2.7
0 0
2.0
4.0 Savannah, GA
I‐95 Walterboro/Hardeeville
0.0
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2013 YTD (Jan‐July) Savannah Hilton Head International Enplanements and Deplanements: 2% above 2012 (Savannah Hilton Head
955,000
International)
950,000
940,000
945,000
2013
935,000
2012
930,000
925,0002013 2012
12© LRITI 2013
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2013 YTD (Jan‐Jun) Savannah Hilton Head International Rental Car Gross Revenue: 1.4% above 2012
16,850,000
16,900,000
16,800,000
16,700,000
16,750,000
2013
2012
16,650,000
0
16,550,000
16,600,000
16,500,0002013 2012
13© LRITI 2013
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2012 Hilton Head Island Motoring Festival and Concour d’EleganceFestival and Concour d Elegance Survey Results
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2011 USCB Sweet Tea Getaways Ad Campaign StudyCampaign Study
Most respondents traveled to Savannah.
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Sweet Tea SummarySweet Tea Summary
• Almost 55% of the Sweet Tea respondents that did travel to the region visited Savannah.
Al t 60% i it th• Almost 60% visit another destination while staying within the Sweet Tea region.
• Atlanta, Orlando, Charlotte, Jacksonville, and Baltimore are the top geographic markets forthe top geographic markets for the Sweet Tea campaign.
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Scatter Plotting MSAsA F % Sh R k % R ti
Hilton Head Island Top 24 MSA M k t S tt Pl t • Average Freq % Share Rank x % Ratio
• Average Affinity % Share Score Rank x % Ratio
Markets Scatter Plot
T8 Appearance
Ratio Score
1 100.0%2 87.5%3 75.0%4 62 5%4 62.5%5 50.0%6 37.5%7 25.0%8 12.5%
Current AirportsDallas/Fort Worth
AtlantaNY LaGuardia
DetroitChicago ‐ O’Hare
HoustonNewark
Washington DC – DullesCharlotte
Washington Reagan
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2010‐11 Hilton Head Island S d H O S dSecond Home Owner Study
• 17K second home owners on Hilton Head Island.
• Approximately 59% of the respondents owned Villa/Condominium
Homes and 36% owned Single Family Homes.
• 90% of second homes have sole owners.
• Most second home owners (26%) owned property in Sea Pines.
• 62% of the homes were not publicly rented and for owner use or non
paying guest use.
• 83% of the owners drove to Hilton Head Island for their last trip.
• 65% of the owners who utilized air transit for their last trip flew65% of the owners who utilized air transit for their last trip flew
embarked to Hilton Head Island from the Savannah Airport.
• Beaches, Natural Beauty, and Dining were the most important Hilton
Head Island attributes while vacationing.
88% (767) f th 876 d t i di t d th i it d 8 10 ti
Hilton Head Island Red Fields to Green Fields Case Study (2011)
• 88% (767) of the 876 respondents indicated they visited 8‐10 times
before buying their second home.
• 58% purchased their second home to return to the island for vacation.
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Total Estimated ImpactTotal Estimated ImpactTotal Homeowners + NonTotal Homeowners + Non‐‐Paying GuestsPaying GuestsTotal Homeowners + NonTotal Homeowners + Non‐‐Paying GuestsPaying Guests
Beaufort CountyBeaufort County
2011 2012 2013 2014 2015
Employment 2,296 2,271 2,233 2,195 2,159
Output (x1000) $126,999 127,002 127,015 127,026 127,037
Disposable Income (x1000) $66,723 67,067 67,094 67,103 67,096Income (x1000)Net Fiscal(x1000) $5,885 5,671 5,436 5,449 5,462
AdditionalProperty Tax Rev $77 578 6 77 578 6 77 578 6 77 578 6 77 578 6Property Tax Rev (x1000)
$77,578.6 77,578.6 77,578.6 77,578.6 77,578.6
Total Fiscal (x1000) $83,463 83,249 83,015 83,028 83,040
(Note: All dollar amounts are in current dollars)19© LRITI 2013
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Top 28 MSA Markets According to MSA Share Comparison to Arbitron, Nielsen, and Scarbarough DMA Data
•Top 10 markets somewhat differ when compared zip code frequency share analysis. •Atlanta, Charlotte, Akron, Pittsburgh, and Cincinnati are strong markets because the population that visited HHI or are interested in HHI exceeds the share of population that normally consumes radio, television, and newspaper media.
Rank Metropolitan Area OT28‐ArbOT28‐Nielsen
OT28‐Scarb
2010VIT28‐Arb
2010VIT28‐
Nielsen
2010VIT28‐Scar
SHT28‐Arb
SHT28‐Nielsen
SHT28‐Scar
1 Atlanta‐Sandy Springs‐Marietta, GA MSA 9% 9% 9% 11% 11% 10% 12% 12% 12%y p g ,2 Charlotte‐Gastonia‐Concord, NC‐SC MSA 5% 5% 5% 3% 4% 4% 2% 2% 2%3 Akron, OH MSA 4% 4% 4% 1% 1% 1% 1% 1% 1%4 Pittsburgh, PA MSA 4% 3% 4% 1% 1% 1% 3% 2% 3%5 Cincinnati‐Middletown, OH‐KY‐IN MSA 3% 3% 2% 2% 2% 1% 3% 3% 3%6 Columbus, OH MSA 2% 2% 2% 1% 0% 0% 1% 1% 0%7 Cleveland‐Elyria‐Mentor, OH MSA 2% 1% 1% 1% ‐1% ‐1% 1% 0% 0%8 Augusta‐Richmond County, GA‐SC MSA 2% 2% 2% 1% 1% 2% 5% 5% 6%9 Raleigh‐Cary, NC MSA 1% 0% 1% 1% 0% 0% ‐1% ‐2% ‐1%10 Harrisburg‐Carlisle, PA MSA 1% 0% 0% 0% ‐1% ‐1% 0% ‐1% 0%11 Knoxville, TN MSA 1% 0% 0% 1% 1% 0% 1% 1% 1%12 Richmond, VA MSA 0% 0% 0% 1% 1% 0% 0% 0% ‐1%13 Albany‐Schenectady‐Troy, NY MSA 0% 0% 0% 0% ‐1% 0% 0% ‐1% 0%14 Dayton, OH MSA 0% 0% 0% 0% 0% 0% 0% 0% 0%
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Core and Secondary MSA MarketsCore and Secondary MSA MarketsCore Geographic Target Market: Based on Frequency and Media Share Comparison (Dedicated markets)markets)1. Atlanta‐Sandy Springs‐Marietta, GA MSA2. Charlotte‐Gastonia‐Concord, NC‐SC MSA3. Pittsburgh, PA MSA4. Cincinnati‐Middletown, OH‐KY‐IN MSA5 Cleveland‐Elyria‐Mentor OH MSA5. Cleveland Elyria Mentor, OH MSA6. Columbus, OH MSA
Secondary Market: Based on Frequency and Market Share (Market penetration due to population size)1 New York Northern New Jersey Long Island NY NJ PA MSA1. New York‐Northern New Jersey‐Long Island, NY‐NJ‐PA MSA2. Chicago‐Naperville‐Joliet, IL‐IN‐WI MSA3. Philadelphia‐Camden‐Wilmington, PA‐NJ‐DE‐MD MSA4. Washington‐Arlington‐Alexandria, DC‐VA‐MD‐WV MSA
Secondary Market : Based only on Media Share Comparison (Dedicated smaller markets)Secondary Market : Based only on Media Share Comparison (Dedicated smaller markets)1. Akron, OH MSA2. Augusta‐Richmond County, GA‐SC MSA3. Raleigh‐Cary, NC MSA4. Harrisburg‐Carlisle, PA MSA
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USCB and the Wisdom Database: A partnership with MicroStrategy – Visit p p gySavannah
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USCB and the Wisdom Database: A partnership with MicroStrategy – Visit p p gyHilton Head
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LRITI Trends Observed Through Primary R hResearch
• Destination authenticity and uniqueness ttmatters.
• Residents and visitors share the same space.
• Mobile tech devices continue as a• Mobile tech devices continue as a primary method of getting destination information while traveling.
• Social media travel sites such asSocial media travel sites such as Travelocity and Yelp influence trip decisions.
• Mind the generation gap!• Big data is more important than ever in
tourism but needs to be applied to the local community.
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ConclusionConclusion• In 2011, employed over 29k jobs, with a payroll over
$622 million had over $2 7 billion in direct domestic$622 million, had over $2.7 billion in direct domestic visitor expenditures.
• Chatham County, GA and Beaufort County, SC generate the most visitor expenditures.
• YTD regional occupancy is beating 2012• YTD regional occupancy is beating 2012.• YTD enplanements and deplanements are beating 2012.• YTD rental car gross revenues are beating 2012.• HHI and Savannah can be complementary destinations.• Primary visitors to HHI come from the Southeast,
Northeast, Midwest, and Mid Atlantic.• HHI visitors purchase second homes after 8‐10 visits,
purchase to return for vacation, and had a total i i t f $127 illi i 2012economic impact of $127 million in 2012.
• Residents from Atlanta and Charlotte vacation and purchase properties on Hilton Head Island.
• Tourism is important to the region, the economy, and, l t treal estate.
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For more information contact:
John Salazar, Ph.D., CHEUni ersit of So th Carolina Bea fortUniversity of South Carolina Beaufort
andThe Lowcountry & Resort Islands Tourism Institute
Visit us at www.lriti.org
© LRITI 2013 26