state of the industry: 2005 year to date presented to: alabama gulf coast convention and visitors...

State of the Industry:State of the Industry:2005 Year to Date2005 Year to Date

Presented to:Presented to:

Alabama Gulf Coast Alabama Gulf Coast Convention and Visitors BureauConvention and Visitors Bureau

By:By:

Evans - Klages, Inc.Evans - Klages, Inc.

November 16, 2005November 16, 2005

Evans - Klages, Inc., 2005Evans - Klages, Inc., 2005Alabama Gulf Coast CVBAlabama Gulf Coast CVB

Methodology:Methodology:Actionable StrategiesActionable Strategies

1. Define, profile, and quantify visitor origin markets and segments.

2. Provide actionable information to Gulf Shores/Orange Beach’s tourism industry.

3. Quantify and document tourism trends.4. Uncover and explore new markets.5. Support advertising and promotional

efforts.6. Assess image, motivational, and media

factors.

1. Define, profile, and quantify visitor origin markets and segments.

2. Provide actionable information to Gulf Shores/Orange Beach’s tourism industry.

3. Quantify and document tourism trends.4. Uncover and explore new markets.5. Support advertising and promotional

efforts.6. Assess image, motivational, and media

factors.


MethodologyMethodology

• In-person intercept surveys

• Post visitation interviews

• Hand-out/mail-back surveys

• Visitation intent panel surveys

• Focus group analysis

• Secondary statistics -- normative

standards

• In-person intercept surveys

• Post visitation interviews

• Hand-out/mail-back surveys

• Visitation intent panel surveys

• Focus group analysis

• Secondary statistics -- normative

standards


20052005Visitor Tracking StatisticsVisitor Tracking Statistics

20052005Visitor Tracking StatisticsVisitor Tracking Statistics


WinterWinter 273,786 273,786 163,267163,267 --

40.440.4

SpringSpring 267,274 267,274 176,376176,376 --

34.034.0

SummerSummer 543,036 543,036 375,260375,260 --

30.930.9

Total YTDTotal YTD1,084,0961,084,096714,903714,903 -34.1-34.1

20042004 20052005 % %

Number of Visitors2005


WinterWinter $133,650,608$133,650,608 $83,289,412 $83,289,412

-37.7-37.7

SpringSpring 151,416,283 151,416,283 106,813,485106,813,485

-29.5-29.5

SummerSummer 288,471,548 288,471,548 210,645,705210,645,705

-27.0-27.0

Ttl YTDTtl YTD$573,538,439 $573,538,439 $400,748,602$400,748,602-30.1-30.1

20042004 20052005 % %

Total Economic Impact2005


WinterWinter +2.5 pts. +2.5 pts. +22.8 +22.8

pts. pts.

SpringSpring -0.9-0.9 +0.2+0.2

SummerSummer -14.7-14.7 -7.1-7.1

’’04/’05 04/’05 ’04/’05 ’04/’05 CondoCondo Hotel/MotelHotel/Motel

OccupancyDenominator: Available Inventory


WinterWinter +7.1% +7.1% +4.9% +4.9%

SpringSpring +9.1+9.1 +5.9+5.9

SummerSummer +9.0+9.0 +5.6+5.6

CondoCondo Hotel/MotelHotel/Motel

Room RatesDenominator: Available Inventory


Top U.S. Feeder Markets:Winter Season 2004-05

1.1. BirminghamBirmingham 9.1%9.1%2.2. Mobile/Pensacola Mobile/Pensacola 7.87.83.3. Huntsville/Decatur Huntsville/Decatur 4.94.94.4. Atlanta Atlanta 4.34.35.5. Montgomery/Selma Montgomery/Selma 4.14.16.6. Jackson, MSJackson, MS 3.93.97.7. New Orleans New Orleans 3.83.88.8. Grand Rapids/KalamazooGrand Rapids/Kalamazoo 3.83.89.9. Minneapolis/St. PaulMinneapolis/St. Paul 2.82.8

10.10. Baton RougeBaton Rouge 2.52.5


Top U.S. Feeder Markets:Spring Season 2005

1.1. BirminghamBirmingham 14.4%14.4%2.2. Mobile/Pensacola Mobile/Pensacola 6.36.33.3. New Orleans New Orleans 4.94.94.4. Jackson, MS Jackson, MS 4.64.65.5. Huntsville/Decatur Huntsville/Decatur 4.54.56.6. Atlanta Atlanta 4.44.47.7. Grand Rapids/Kalamazoo Grand Rapids/Kalamazoo 4.34.38.8. Memphis Memphis 4.14.19.9. Montgomery/Selma Montgomery/Selma 3.73.7

10.10. Nashville Nashville 3.63.611.11. Columbus, GAColumbus, GA 3.63.6


Top U.S. Feeder Markets:Summer Season 2005

1.1. BirminghamBirmingham 16.1%16.1%2.2. Huntsville/Decatur Huntsville/Decatur 11.511.53.3. AtlantaAtlanta 8.98.94.4. New Orleans New Orleans 7.97.95.5. Mobile/Pensacola Mobile/Pensacola 5.25.26.6. Nashville Nashville 3.93.97.7. Montgomery/Selma Montgomery/Selma 3.53.58.8. Baton Rouge Baton Rouge 3.13.19.9. Shreveport/TexarkanaShreveport/Texarkana 3.13.1

10.10. Memphis Memphis 2.92.9


First Time Visitor to Gulf Shores/Orange Beach

First Time Visitor to Gulf Shores/Orange Beach

30.9

26.0

36.5

16.9

24.3

15.4

0.0

10.0

20.0

30.0

40.0

50.0

Winter Spring Summer

20042005


Plan to Return to Gulf Shores/ Orange Beach Next Year

Plan to Return to Gulf Shores/ Orange Beach Next Year

63.559.3 60.8

67.962.2 61.7

0.0

20.0

40.0

60.0

80.0

Perc

ent

of All V

isit

ors

Winter Spring Summer

20042005


20042004 20052005

WinterWinter $70,506$70,506 $71,270$71,270

SpringSpring 69,90269,902 71,12871,128

SummerSummer 74,127 74,127 77,00077,000

Median Household Income


Planning/Reservation Window

Days to Arrival

Planning/Reservation Window

Days to Arrival

8

9

55 59

1217

0

10

20

30

40

50

60

70

80

90

100

Summer '04 Summer '05

Started TalkingDecidedReservation

75 Days85 Days


InternetInternetInternetInternet


Internet UsageInternet Usage

Have Access to the InternetHave Access to the Internet 93.7%93.7% 94.9%94.9%

Seek Out Travel Information On-LineSeek Out Travel Information On-Line(BASE: Those with Internet Access)(BASE: Those with Internet Access) 90.4%90.4% 88.1%88.1%

Booked Reservations for this Trip on NetBooked Reservations for this Trip on Net

(BASE: Those who Seek Travel Info. On-Line)(BASE: Those who Seek Travel Info. On-Line) 24.8%24.8% 23.4%23.4%

Sum. ‘04Sum. ‘04 Sum. ‘05Sum. ‘05


Internet Usage (cont.)Internet Usage (cont.)

Used the Internet to GatherUsed the Internet to GatherTravel Information for this TripTravel Information for this Trip

(BASE: Those who Seek Travel Information On-Line)(BASE: Those who Seek Travel Information On-Line) 76.7% 76.7% 80.7%80.7%First Time VisitorsFirst Time Visitors 85.085.0 95.195.1Repeat VisitorsRepeat Visitors 73.8 73.8 77.577.5

Accessed the Website www.gulfshores.comAccessed the Website www.gulfshores.com(BASE: Those who Seek Travel Information On-Line)(BASE: Those who Seek Travel Information On-Line) 38.7%38.7% 45.1%45.1%

Sum. ‘04Sum. ‘04 Sum. ‘05Sum. ‘05


PreliminaryPreliminaryAlabama Gulf Coast Alabama Gulf Coast

Hurricane Panel Findings Hurricane Panel Findings


Hurricane Panel: MethodologyHurricane Panel: Methodology

• Panel Conducted: September and

October 2005 AND On-Going

• Panel Composition: Travelers who

previously visited and/or inquired

about Alabama’s Gulf Coast

• Methodology: Follow up surveys

• Panel Conducted: September and

October 2005 AND On-Going

• Panel Composition: Travelers who

previously visited and/or inquired

about Alabama’s Gulf Coast

• Methodology: Follow up surveys


Results and FindingsResults and Findings

• 59.6% had previous visits to Alabama’s Gulf Coast.

• 69.8% of these traveled to the destination in 2004 and/or 2005.

• 54.0% reported planning a future trip to Gulf Shores/Orange Beach.

• 85.1% of these will visit the area before the end of 2006.

• 59.6% had previous visits to Alabama’s Gulf Coast.

• 69.8% of these traveled to the destination in 2004 and/or 2005.

• 54.0% reported planning a future trip to Gulf Shores/Orange Beach.

• 85.1% of these will visit the area before the end of 2006.


Results and FindingsResults and Findings

• Some 17.4% volunteer that

hurricanes/weather have had an

impact on their future plans to visit

Gulf Shores/Orange Beach.

• Some 17.4% volunteer that

hurricanes/weather have had an

impact on their future plans to visit

Gulf Shores/Orange Beach.


On-Going Hurricane Panel TrackingOn-Going Hurricane Panel TrackingAs of October 24, 2005As of October 24, 2005

Likelihood of Visiting Likelihood of Visiting Alabama’sAlabama’s

Gulf Coast in Wake of Recent Gulf Coast in Wake of Recent StormsStorms

More LikelyMore Likely 10.6%10.6%

As LikelyAs Likely 57.857.8Less LikelyLess Likely 24.824.8

Don’t KnowDon’t Know 6.86.8

68.4%68.4%68.4%68.4%


Perception of Recent Storms’ ImpactsPerception of Recent Storms’ ImpactsAs of October 24, 2005As of October 24, 2005

On Gulf ShoresOn Gulf Shores

Severe ImpactSevere Impact 21.7%21.7%

Minor ImpactMinor Impact 45.345.3

No Impact / Don’t KnowNo Impact / Don’t Know 32.932.9

On Orange BeachOn Orange Beach

Severe ImpactSevere Impact 9.9%9.9%

Minor ImpactMinor Impact 41.041.0

No Impact / Don’t KnowNo Impact / Don’t Know 49.149.1


Economic ConditionsEconomic Conditions


Disposable Personal IncomeSource: Bureau of Economic AnalysisDisposable Personal IncomeSource: Bureau of Economic Analysis

0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%

10.0%

J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S

%

fro

m P

revio

us

Year

2003 2004 2005


Total U.S. Tourism Related SalesSource: Bureau of Economic Analysis

Total U.S. Tourism Related SalesSource: Bureau of Economic Analysis

800,000

850,000

900,000

950,000

1,000,000

1,050,000

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2

Billions

of D

ollar

s

2001 2002 2003 2004‘05


U.S. Retail Gas PricesSource: Energy Information Administration

U.S. Retail Gas PricesSource: Energy Information Administration

$1.75

$2.00

$2.25

$2.50

$2.75

$3.00

$3.25

Jan-0

5

Feb-0

5

Mar

-05

Apr-

05

May

-05

Jun-0

5

Jul-

05

Aug-0

5

Sep

-05

Oct

-05

Nov-

05

Dolla

rs in

Gallo

ns


Consumer PricesSource: Bureau of Labor Statistics

Consumer PricesSource: Bureau of Labor Statistics

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%%

F

rom

Pre

vious

Yea

r,N

ot

Sea

sonal

ly A

dju

sted

2002 2003 2004 2005

CPI CPI September September

2005:2005: +4.7% +4.7%


-4.0-3.0-2.0-1.00.01.02.03.04.05.06.07.0

%

Fro

m P

revi

ous

Yea

r,N

ot

Sea

sonal

ly A

dju

sted

Producer PricesSource: Bureau of Labor Statistics

Producer PricesSource: Bureau of Labor Statistics

2002 2003 2004 2005

PPI October PPI October 2005:2005: +5.9% +5.9%


Looking AheadLooking Ahead

state of the industry: 2005 year to date presented to: alabama gulf coast convention and visitors...

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