surfonomics overview
DESCRIPTION
An overview of surfonomics for a seminar at Chapman UniversityTRANSCRIPT
Highly Marketed but Undervalued:
Establishing economic values for surfers
Dr. Chad NelsenSurfrider Foundation
California Beaches:17.8 million
visits $15 billion/year(Source: Pendleton et al. 2011, King, 1999)
(Source: CIC Research, July 2009)
Solana Beach, CA Beach Use
Trestles
$0
Economic Impact vs Economic Value• Economic Impact:
– Expenditures– Support local businesses– Create jobs– Provide salaries and wages
• Economic Value:– Willingness to Pay (Consumer Surplus)– Travel Cost Model– Revealed preference– Negative sloping demand function– Single Site Model (total use value)
Approach
• Develop & Test Survey• Data Collection
– Web-based survey (non-random)– Intercept survey (random?)
• Data Analysis– Economic Impacts
• Travel Cost Model – Economic Values
Trestles: Economic Impacts
Total Visits 367,000
Surfer Visits 330,000
Ave Expenditure/Visit Range
$23 - $40
Economic Impact Range $8-13 million
Per year(Nelsen, Pendleton 2007)
Huntington Beach
South Orange County
Oceanside
North County SD
Imperial & Ocean Beach
Demand Curve
Trestles: Economic Value
Total Visits 367,000
Surfer Visits 330,000
Value/Visit Range $29 - $80
Consumer Surplus Range $10-26 million
Per year(Nelsen 2010)
Trestles Results
• Attendance: 330,000 surfers/year
• Demographics: = coastal population
• Ave. Expenditure: $40/person/day
• Consumer Surplus: $138 / person/day
Surfrider / Surf-First Study
Who: 5,360 surfers
What: Surf behavior / demographics
Where: Internet-based opt in survey
When: November 2008 -September 2009
Why: 1st US characterization of surfers
Limitation: This is a non-probabilistic method of data collection and is not random so the results cannot be extrapolated to the larger surfing population
Surf Behavior
Parameter Median
Experience 16 years
Number of boards 4
Arrival time 8:15 AM
Duration 2.5 hours
Distance Travelled 10 miles
Annual visits 108
Surfer Demographics
Parameter Median
Age 34 year
Education 62% ≥ college
Household income $75,000 annual
Employment 67% fully employed
Expenditure $66/visit*
*Average
US Surfer Economics
Surfers 3.1 million
Visits / year 76 million
Expenditures $25-66 / visit
Economic Impact $2-5 billion / year
Sources: NSRE 2001, Hanneman 2004
More..
US Surf econ study: http://bit.ly/us_surfecon
Coastal Blog:surfrider.org/coastal-blog/c/surf-protection
Chad [email protected]: chadenelsen
