11/29/2017 Northern Region 2016 Year-End Data Review Grand Canyon - - PDF document

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Northern Region 2016 Year-End Data Review

Grand Canyon Chamber of Commerce November 30, 2017

AOT Research Staff

Kari Roberg Research Manager kroberg@tourism.az.gov 602-364-4158 Colleen Floyd Director of Research cfloyd@tourism.az.gov 602-364-3716

Agenda

• Statewide Overview
• Economic Impact of Tourism
• Year-To-Date Indicators

A g D ti S di g

Presentation slides available at:

https://tourism.az.gov/research-statistics

• Average Domestic Spending
• Regional International Visa Card

Spending Profile

• Regional Visitor Profile

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Primary Research Partners

• Domestic Travel Only
• Econometric Model
• Annual, Nationally Representative

Survey

• Regional Visitor Volume
• Visitor Origins
• Visitor Age
• Activities Participated
• Average per party spending
• Economic Impact of Travel
• Domestic and International

Spending

• Jobs, Earnings, Taxes Generated
• Spending by Accommodation Type
• Spending by Commodity Purchased
• Regional, County, and Legislative

District Data Available

ECONOMIC IMPACT OF TRAVEL 2016

Northern Region and Coconino County

Visitor Spending & Economic Impact

https://tourism.az.gov/research-statistics/economic-impact

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2016 Arizona Tourism Industry Performance

43 Million

Overnight Visitors

Up 2.3% YOY

$21.2 Billion

Direct Spending

Source: Tourism Economics, Dean Runyan Associates

Up 1.0% YOY

2016 Northern Region Industry Performance

8.1 Million

Domestic Overnight Visitors

$1.73 Billion

Direct Spending

Source: Longwoods International, Dean Runyan Associates

Gasoline Price Impact

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Coconino County Impacts, 2016

$ 12 640

Source: Dean Runyan Associates

$1.31 Billion

Direct Spending

$123 Million

State and Local Taxes

12,640

Jobs

$366 Million

Earnings

Tax Revenue per Household Generated by Visitors

$2,520 $2,520 $750 $750 $410 $410 $540 $540 $720 $720 $1,160 $1,160 $710 $710 $700 $700 $380 $380 $490 $490 $540 $540

$1,110 $1,110

$430 $430 $720 $720 $960 $960

Coconino County Impacts, 2016

Up 5 0%

Source: Dean Runyan Associates

Up 6.0%

Direct Spending

Up 7.9%

State and Local Taxes

Up 5.0%

Jobs

Up 6.6%

Earnings

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Coconino Direct Travel Spending

2% 4% 6% 8% 10% $0.80 $1.00 $1.20 $1.40 Billion $

Source: Dean Runyan Associates

‐8% ‐6% ‐4% ‐2% 0% $0.00 $0.20 $0.40 $0.60 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 $ Change

Transportation Share of Visitor Spending

19% 26%

15% 20% 25% 30%

9% 11% 9%

0% 5% 10%

Tucson & Southern Northern West Coast North Central Phoenix & Central

Source: Dean Runyan Associates

Spending by Commodity Purchased – Coconino County

$300 $350 $400 $450 $500

n $

Source: Dean Runyan Associates

$0 $50 $100 $150 $200 $250 Accommodations Food Service Arts, Ent. & Rec. Retail Sales Local Tran. & Gas Food Stores Visitor Air Tran.

Million

2015 2016

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Spending by Type of Accommodation – Coconino County

Day Travel 18% Private Home 5% Vacation Home 3% Campground 2%

Source: Dean Runyan Associates

Hotel, Motel 72% 18%

U.S. Economic Confidence

Source: Gallup

2017 TOURISM INDICATORS TO DATE

Northern Region

https://tourism.az.gov/research-statistics/data-trends/research

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State Parks Visitation

Source: NAU

National Parks Visitation

Source: NAU

National Parks Visitation

2015 2016 2017

Source: NAU

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Airport Passenger Volume

Source: NAU

Lodging Indicators

Source: STR

Lodging Indicators

Source: STR

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Gross Sales by County

http://franke.nau.edu/ahrrc/library/monthly_gross_sales_data

Source: NAU

Outdoor Recreation

https://outdoorindustry.org/wp‐content/uploads/2017/07/OIA_RecEcoState_AZ.pdf

Source: Outdoor Industry Association

STATE OF THE INTERNATIONAL TRAVELER 2017

Northern Region

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Interest in Grand Canyon

Grand Canyon is among the top 20 most desired American destinations for future travel to the United

Source: Destination Analysts, 2017

future travel to the United States.

DOMESTIC OVERNIGHT VISITOR EXPENDITURES 2016

Northern Region

Average Per Person Expenditures on Domestic Overnight Trips

60 80 100

rs

Base: Overnight Person-Trips

Total Per Person = $206

$71 $48 $29 $29 $29 20 40

Lodging Restaurant Food & Beverage Transportation at Destination Retail Purchases Recreation/ Sightseeing/ Entertainment

Dollar

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Average Per Party Expenditures on Domestic Overnight Trips

150 200 250

rs

Base: Overnight Person-Trips

Total Per Party = $676

$234 $156 $96 $95 $95 50 100

Lodging Restaurant Food & Beverage Recreation/ Sightseeing/ Entertainment Transportation at Destination Retail Purchases

Dollar

INTERNATIONAL VISA CARD SPENDING 2016

Northern Region

2016 Visa Spending by Country

FRANCE 16% CHINA 13% Other 23%

Northern Region

Source: VisaVue Travel, AOT Research 13% CANADA 12% GERMANY 11% UNITED KINGDOM 6% ITALY 5% SPAIN 4% SWITZERLAND 4% JAPAN 3% AUSTRALIA 3%

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2016 Visa Spending by Country

Northern

AUSTRALIA CANADA CHINA FRANCE

Source: VisaVue Travel, AOT Research

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 GERMANY ITALY JAPAN MEXICO SPAIN UNITED KINGDOM

2016 Visa Spending by Calendar Quarter

2016 Seasonal Spending

FRANCE

Source: VisaVue Travel, AOT Research

Q1 Q2 Q3 Q4 FRANCE CHINA CANADA GERMANY UNITED KINGDOM

2016 Visa Spending by Calendar Quarter

Q1 Q2 Q3 Q4 FRANCE Q1 Q2 Q3 Q4 CHINA

Source: VisaVue Travel, AOT Research

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 CANADA Q1 Q2 Q3 Q4 GERMANY

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2016 Visa Spending per Cardholder

Country Spend per Cardholder SWITZERLAND $265 FRANCE $236 CHINA $211 ITALY $183 SPAIN $165

Source: VisaVue Travel, AOT Research

SPAIN $165 UNITED KINGDOM $163 GERMANY $157 AUSTRALIA $154 CANADA $138 JAPAN $111

2016 Visa Spending by Merchant Category

5 0% 4.3% 2.6% 2.6% 1.2% OIL SUPERMARKETS REMAINING MERCHANTS GOVERNMENT QSR'S

France

Source: VisaVue Travel, AOT Research

40.0% 14.9% 12.7% 7.7% 7.1% 5.0% LODGING TRAVEL AGENCIES RESTAURANTS OTHER RETAIL OTHER TRAVEL & ENTERTAINM OIL

2016 Visa Spending by Merchant Category

2.50% 2.16% 2.05% 0.81% 0.72% QSR'S REMAINING MERCHANTS GOVERNMENT DISCOUNT STORES TRAVEL AGENCIES

China

Source: VisaVue Travel, AOT Research

54.33% 12.81% 8.27% 5.99% 4.20% 3.86% LODGING RESTAURANTS SUPERMARKETS OTHER RETAIL OIL OTHER TRAVEL & ENTERTAINM

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2016 Visa Spending by Merchant Category

2.14% 1.67% 1.08% 1.00% 0.85% REMAINING MERCHANTS QSR'S

• MISC. SPECIALTY RETAIL

SPORTING GOODS STORES TRAVEL AGENCIES

Canada

Source: VisaVue Travel, AOT Research

32.80% 14.69% 14.41% 12.95% 5.82% 5.51% 4.18% LODGING RESTAURANTS OTHER RETAIL OIL SUPERMARKETS OTHER TRAVEL & ENTERTAINM GOVERNMENT

2017 Visa Spending YTD

Country Q1 Q2 AUSTRALIA 30% 35% CANADA 19% 17% CHINA 4% ‐6% FRANCE ‐2% 5% GERMANY ‐6% 17% ITALY 2% 7%

Source: VisaVue Travel, AOT Research

ITALY 2% 7% JAPAN 15% ‐4% MEXICO ‐35% 54% SPAIN ‐6% 13% SWITZERLAND ‐22% 6% UNITED KINGDOM ‐7% ‐6% TOTAL 5% 11%

DOMESTIC OVERNIGHT VISITOR PROFILE 2016

Northern Region

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2016 REGIONAL VISITOR PROFILE

AZ Residents Business 5% Residents 34% Non‐ Residents 66%

Leisure 95%

Source: Longwoods International

State Origin Of Overnight Trips

34 18 7 5 4 3

Arizona California New York Virginia Florida Oregon

Base: Overnight Person-Trips to Northern Region 3 3 2 2 2 2 2

10 20 30 40

Colorado Nevada Texas Illinois Washington Michigan New Mexico

Percent Source: Longwoods International

DMA Origin Of Overnight Trip

28 12 8 4 4 3

Phoenix, AZ Los Angeles, CA New York, NY/NJ/PA/CT Tucson (Nogales), AZ San Francisco-Oakland-San Jose, CA Washington, DC

Base: Overnight Person-Trips to Northern Region 3 2 2 2 2 2 2

10 20 30

Denver, CO Miami-Ft. Lauderdale, FL Seattle-Tacoma, WA Las Vegas, NV Albuquerque-Santa Fe, NM Chicago, IL Yakima, WA

Percent Source: Longwoods International

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76 70 66

Overall Trip Experience Sightseeing and attractions Friendliness of people

Trip Satisfaction - % Very Satisfied

Base: Overnight Person-Trips to Northern Region 59 58 58 42

20 40 60 80 100

Value for money Quality of food Quality of accommodations Music/nightlife/entertainment

Percent Very Satisfied Source: Longwoods International

Past Visitation

No Have you ever visited the Northern Region before? No Have you visited the Northern Region in the past year?

Source: Longwoods International

Yes 74% 26% Yes 58% No 42%

7 19 20

More than 1 year in advance 6-12 months 3-5 months

Length of Trip Planning

Base: Overnight Person-Trips to Northern Region 15 29 10

10 20 30 40

2 months 1 month or less Did not plan anything in advance

Percent Source: Longwoods International

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21 18 17 17 16 14 13 11 10

Hotel or Resort Auto Club/AAA Advice from relatives or friends Airline/commercial carrier Online travel agencies Destination websites Travel Agent/Company Travel guide/other books Social Media

Trip Planning Information Sources

Base: Overnight Person-Trips to Northern Region 10 9 9 6 5 5 5 5 5 2

5 10 15 20 25

Social Media Visitor's bureau/gov tourism office Travel company websites Magazine articles/ad Radio show/ad TV program/ad Lodging sharing websites Newspaper articles/ad 1-800/1-888 number Travel/ski show or exhibition

Percent Source: Longwoods International

21 20 20 18

Hotel or Resort Online travel agencies Airline/commercial carrier Auto Club/AAA T l A t/C

Method of Booking

Base: Overnight Person-Trips to Northern Region 14 7 7 6 6 5 3

5 10 15 20 25

Travel Agent/Company 1-800/1-888 number Visitor's bureau/gov tourism office Travel company websites Destination websites Lodging sharing websites Travel/ski show or exhibition

Percent Source: Longwoods International

Number of Nights Spent in Each Region

Base: Overnight Person-Trips to Arizona Average Phoenix & Central = 4.6 Nights Average Tucson & Southern = 4.2 Nights Average Northern = 3.1 Nights Average West Coast = 2.8 Nights Average North Central = 3.3 Nights 21 21 25 20 29 31 33 27 39 27

1 night 2 nights

27 14 17 27 10 18 22 8 10 21 7 12 27 23 5 6

10 20 30 40

3-4 nights 5-6 nights 7+ nights

Percent

Phoenix & Central Tucson & Southern Northern North Central West

Source: Longwoods International

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2.2 2.1 2.4 0.6 0.4 0.9

Phoenix & Central Tucson & Southern Northern

Total = 2.8 Total = 2.5 Total = 3 3

Size of Travel Party

Base: Overnight Person-Trips to Arizona

2.4 2.4 2.2 0.9 0.9 1.0

1 2 3 4 Northern North Central West Coast

Average No. of People

Adults Children

Total = 3.3 Total = 3.3 Total = 3.2

Source: Longwoods International

69 25

Own car/truck Rental car C R V

Transportation —Personal Vehicles

Base: Overnight Person-Trips to Northern Region 6 4 <1

10 20 30 40 50 60 70

Camper, R.V Motorcycle Bicycle

Percent Source: Longwoods International

21 13 10

Plane Taxi Online Taxi Service

Transportation —Commercial Vehicles

Base: Overnight Person-Trips to Northern Region 5 5 2

10 20 30 40

Bus Train Ship/Boat

Percent Source: Longwoods International

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30 30 20 15 11 9

Resort hotel Motel Other hotel Friends/relatives' dwelling (not paid for) Bed & Breakfast Campground/trailer park/RV park C t I /L d

Accommodation

Base: Overnight Person-Trips to Northern Region 8 6 5 4 3 1 5

5 10 15 20 25 30 35

Country Inn/Lodge Time Share Rented cottage/cabin Rented home/condo/apartment Own home/condo/apt/second home Boat/cruise ship Other

Percent Source: Longwoods International

31 29 25 24 17 15 14 11

Shopping National/state park Hiking/backpacking Landmark/historic site Fine dining Museum Camping S imming

Activities and Experiences

Base: Overnight Person-Trips to Northern Region 11 10 9 8 8 8 8 7

10 20 30 40

Swimming Fishing Art gallery Casino Theme park Brewery Bar/nightclub Theater

Percent Source: Longwoods International

Culinary Experiences

Visitors prefer Unique

Unique over Authentic

Visitors prefer Unique

Unique over Authentic

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7 7 7 6 6 6 6

Spa Dance Mountain climbing Zoo Beach/waterfront Winery Motorcycle touring

Activities and Experiences (cont.)

Base: Overnight Person-Trips to Northern Region 6 6 6 5 5 5 4 4 4

10 20 30 40

Motorcycle touring Fair/exhibition/festival Birding Golf Educational Seminar Biking Business Meeting Boating/sailing Hunting

Percent Source: Longwoods International

2017 Arizona wine tourism study

https://tourism.az.gov/sites/default/files/docume nts/files/AHRRC‐AZWineTourismStudy‐2017‐ report_07‐18‐17.pdf

42 22 18 14 10

Historic places Cultural activities/attractions Family Reunion Exceptional culinary experiences Eco-tourism B t /B t ti

Activities of Special Interest

Base: Overnight Person-Trips to Northern Region 10 8 8 7 7 7 6

15 30 45

Brewery tours/Beer tasting Traveling with grandchildren Winery tours/Wine tasting Wedding Agritourism Religious Travel Medical Tourism

Percent Source: Longwoods International

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Gender

58 56

Male

Base: Overnight Person-Trips to Northern Region 42 44

20 40 60

Female

Percent

Northern Arizona

Source: Longwoods International

Age

12 53 14

18-24

Average Age Northern = 42 Average Age Arizona = 44 Base: Overnight Person-Trips to Northern Region

53 23 12 44 26 16

15 30 45 60

25-44 45-64 65+

Percent

Northern Arizona

Source: Longwoods International

Marital Status

74 16 67

Married/with partner Si l / i d

Base: Overnight Person-Trips to Northern Region 10 21 12

20 40 60 80

Single/never married Divorced/widowed/ separated

Percent

Northern Arizona

Source: Longwoods International

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Household Size

15 29 20 18 33

1 member 2 members 3 members

Base: Overnight Person-Trips to Northern Region 24 12 19 18 12

10 20 30 40

3 members 4 members 5+ members

Percent

Northern Arizona

Source: Longwoods International

Household Income

6 17 21 7 16

$150K+ $100-$149.9K $75 $99 9K

Base: Overnight Person-Trips to Northern Region 24 32 19 23 35

10 20 30 40

$75-$99.9K $50-$74.9K <$49.9K

Percent

Northern Arizona

Source: Longwoods International

Children in Household

41 29 49 25

No children under 18 Any child between 13-17

Base: Overnight Person-Trips to Northern Region 36 20 25 30 19

20 40 60

Any child between 6-12 Any child under 6

Percent

Northern Arizona

Source: Longwoods International

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Education

25 41 21 28 38 19

Post-graduate College graduate Some college

Base: Overnight Person-Trips to Northern Region 11 2 19 14 1

15 30 45

g High school or less Other

Percent

Northern Arizona

Source: Longwoods International

Employment

60 10 55

Full time/ self-employed P t ti

Base: Overnight Person-Trips to Northern Region 30 12 33

10 20 30 40 50 60 70

Part time Not employed/retired/ other

Percent

Northern Arizona

Source: Longwoods International

Stay Connected and Keep Us Informed

• Keep us informed – email Loretta Belonio at

lbelonio@tourism.az.gov

• VisitArizona.com – list business, events, offers for free
• Tourism Tuesday – sign up at http://tourism.az.gov/
• Partnership opportunities
• How to work with AOT

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Q&A

Colleen Floyd Director of Research fl d@t i g

Northern Region

cfloyd@tourism.az.gov 602-364-3716 Kari Roberg Research Manager kroberg@tourism.az.gov 602-364-4158

Presentation slides available at:

https://tourism.az.gov/research-statistics