DAYTONA BEACH VISITOR PROFILE

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					DAYTONA BEACH VISITOR
PROFILE
October 2010




Prepared for The Halifax Area Advertising Authority

By:
Table of Contents


OUT OF STATE VISITORS .......................................................................................................... 1
  October 2010 Daytona Beach Visitor Profile ............................................................................. 1
  Satisfaction with Daytona Beach .............................................................................................. 10
FLORIDA VISITORS .................................................................................................................. 16
  October 2010 Daytona Beach Visitor Profile ........................................................................... 16
  Satisfaction with Daytona Beach .............................................................................................. 25
OCTOBER 2010 DAYTONA BEACH POINTS OF ORIGIN ................................................... 30




                                                                                                                                    ii
OUT OF STATE VISITORS
October 2010 Daytona Beach Visitor Profile


         For 31% of the out of state visitors, this was their first visit ever to the Daytona Beach
          Resort Area.
         94% of the repeat out of state visitors have stayed in the Daytona Beach Area overnight
          or longer more than once during the past five years.
         59% of the repeat out of state visitors have stayed in the same lodging before.

                                                    FIRST TIME VISITORS

                          100


                          80
                PERCENT




                          60


                          40
                                              23                                   24
                          20


                           0
                                    OCTOBER 2009                         OCTOBER 2010
                                Includes total group of visitors from Florida and out of state.




                                                                                                       1
              REASONS FOR OUT OF STATE VISITORS TO
                 CHOOSE DAYTONA BEACH WERE:
                               GOLF       1
             PERSONAL EVENT/OTHER             4
                    TIMESHARE DEAL            5
               MEETING/CONVENTION                 9
         STOPOVER/GOING ELSEWHERE                 9
        CLOSE TO MAJOR ATTRACTIONS                10
                     CLOSE TO HOME                  14
                           BUSINESS                         22
                           WEATHER                           24
                     BIKETOBERFEST                                    31
          FAMILY/FRIENDS IN THE AREA                                    35
                             BEACH                                                45
      BEEN TO DAYTONA BEACH BEFORE                                                            64
                                       0                   20                40          60        80        100
                                                                              PERCENT




            REASONS FOR VISITORS TO CHOOSE DAYTONA
                         BEACH WERE:
                    OCTOBER 2009                                                       OCTOBER 2010

                                 0
VARIOUS SPORTING TOURNAMENTS      1
                                          6
  CLOSE TO MAJOR ATTRACTIONS               7
                                      3
              TIMESHARE DEAL              6
                                      3
   STOPOVER/GOING ELSEWHERE             5
                                     2
                          GOLF       2
                                      3
       PERSONAL EVENT/OTHER            4
                                                 13
          MEETING/CONVENTION                   10
                                                                                             55
BEEN TO DAYTONA BEACH BEFORE                                                            51
                                                           21
                      BUSINESS                              22
                                                                         36
               CLOSE TO HOME                                              38
                                                      17
    FAMILY/FRIENDS IN THE AREA                                         33
                                                                       33
                      WEATHER                         18
                                                                      30
                         BEACH                                          33
                                 0
               BIKETOBERFEST                                     26

                                 0                    20                     40          60             80         100
                                                                                  PERCENT


                Includes total group of visitors from Florida and out of state.




                                                                                                                     2
               OUT OF STATE VISITORS REMEMBER
             SEEING ADS FOR DAYTONA BEACH IN/ON:

    EDUCATIONAL INSTITUTION        0
                   BILLBOARDS      1
                     TELEVISION        5
                  NEWSPAPERS           6
                     MAGAZINES                       24
                   BROCHURES                          28
                      INTERNET                                  44
                    SAW NO ADS                                   48
                                  0             20         40         60        80         100
                                                            PERCENT
   44% of the out of state visitors asked for information before coming.
   55% used the Internet to plan their trip to Daytona Beach.
   52% used the Internet to choose a place to stay.
   47% used the Internet to make reservations.
   59% used the Internet for other purposes regarding this trip to Daytona Beach such as:
    finding general information about the area, lodging information/reservations, traveling
    directions/maps, car rental information/reservations, and/or flight
    information/reservations.



                         TRAVEL WEBSITES USED BY
                          OUT OF STATE VISITORS:
            YAHOO TRAVEL          6
            CHEAP FLIGHTS         7
              TRIP ADVISOR         8
                   GOOGLE          11
                     ORBITZ         12
                  PRICELINE          14
                     KAYAK             19
                       NONE                          35
              TRAVELOCITY                                 42
                    EXPEDIA                                46
                              0            20         40         60        80        100
                                                          PERCENT



                                                                                                 3
         OUT OF STATE VISITORS USED TRAVEL
                   WEBSITES FOR:

             BUY PACKAGES                      18

             FIND PACKAGES                          26
RESEARCH FLIGHTS AND PRICES                               42
       BOOK AIRLINE FLIGHTS                               42
              BOOK HOTELS                                     47
          RESEARCH HOTELS                                          52
                                    0          20        40         60        80         100
                                                         PERCENT




            TRAVEL WEBSITES USED BY
        OUT OF STATE VISITORS FOR HOTELS:

     HARLEY DAVIDSON        2
             GOOGLE             6
             HOTWIRE            7
          TRAVEL.COM            9
         TRIP ADVISOR           11
              ORBITZ                    22
VARIOUS HOTEL CHAINS                    22
            PRICELINE                     24
                        0            20             40        60         80        100
                                                     PERCENT




                                                                                               4
                        TRAVEL WEBSITES USED BY
                   OUT OF STATE VISITORS FOR AIRLINES:


                   SOUTHWEST       2



                       DELTA           8


              ANY/ALL OUT OF                    24
                THEIR AREA


                               0           20        40    60        80    100
                                                      PERCENT


 36% of the out of state visitors are on Facebook
     o 62% use Facebook to let friends know what is new, 75% to see what is new with
        their friends, and 38% to talk about activities/vacations.
 10% of the out of state visitors use Twitter.


 40% of the out of state visitors take more than one vacation per year.


                   OUT OF STATE VISITORS WHO TAKE MORE
                    THAN ONE VACATION PER YEAR, GO IN:
             100
                       94

             80                                 78

                                                                58
   PERCENT




             60                                                             55

             40


             20


              0
                      FALL                 WINTER         SUMMER          SPRING




                                                                                       5
                 OUT OF STATE VISITORS WHO TAKE MORE THAN
                  ONE VACATION PER YEAR ALSO VACATION IN:
                                    HAWAII      1
                                     CA/AZ      1
      WEST IN GENERAL (EXCLUDING CA & AZ)       3
            OTHER AREAS OUTSIDE THE USA             8
                   MOUNTAINS IN GENERAL             9
                                CARIBBEAN           12
                      BEACHES IN GENERAL              15
                   N.E. IN GENERAL (NY, NJ)           15
            S.E. IN GENERAL (GA,SC,NC,ETC.)           16
                  OTHER AREAS IN THE USA                   26
                    NO USUAL DESTINATION                             55
                      FLORIDA IN GENERAL                                        80
                                              0       20        40    60        80   100
                                                                 PERCENT
 64% of the out of state visitors have taken another warm weather vacation in the past five
  years.


              OUT OF STATE VISITORS WHO HAVE TAKEN
           ANOTHER WARM WEATHER VACATION IN THE PAST
                    5 YEARS ALSO VACATION IN:

   OTHER AREAS OUTSIDE THE USA              2
                               HAWAII       3
                     MYRTLE BEACH             5
                               HAWAII         5
                         CALIFORNIA                                                  185
                         CARIBBEAN                   19
     OTHER AREAS INSIDE THE USA                                       61
                             FLORIDA                                       69
                                        0            20         40    60        80    100
                                                                PERCENT




                                                                                            6
               THE DECISION TO VISIT DAYTONA BEACH FOR
                 OUT OF STATE VISITORS WAS MADE BY:

                      WIFE    0

                HUSBAND       0

                     FAMILY       3

                    FRIENDS           12

             SELF(SINGLE)                   22

HUSBAND AND WIFE                                                     63
                              0            20        40         60        80       100
                                                          PERCENT




                       OUT OF STATE VISITORS SAID THEIR
                             VACATION WAS FOR:
              100


               80

                          60
   PERCENT




               60


               40

                                                21
               20
                                                               11              8
                0
                     HUSBAND AND SELF(SINGLE)               FRIENDS       FAMILY
                        WIFE




                                                                                         7
                                  DAYTONA BEACH VACATION WAS FOR:
                                      OCTOBER 2009                                  OCTOBER 2010

                             100


                                 80
                  PERCENT
                                 60
                                          49 53
                                 40

                                                             25 21
                                 20                                          16 18
                                                                                               10 8
                                 0
                                       HUSBAND AND SELF(SINGLE)             FRIENDS            FAMILY
                                          WIFE
                                         Includes total group of visitors from Florida and out of state.



                            THE MOST CONVENIENT/ONLY TIME OUT OF
                                STATE VISITORS VACATION, IS IN:

                     100


                            80

                                        60
        PERCENT




                            60


                            40
                                                        40

                            20                                         16             12               8
                            0
                                  DOESN'T            FALL          WINTER        SUMMER           SPRING
                                  MATTER

 The average party size for out of state visitors was 2.2.
 5% of out of state visitors traveled with children age 12 and younger.
 3% of out of state visitors traveled with teenagers.




                                                                                                           8
                   VISITORS THAT TRAVELED WITH CHILDREN AND/OR
                                 TEENAGERS WERE:
                        OCTOBER 2009                                  OCTOBER 2010

                  100


                  80
        PERCENT



                  60


                  40


                  20
                                   9        7                          4      4
                   0
                         TRAVELED WITH CHILDREN                TRAVELED WITH TEENAGERS

                        Includes total group of visitors from Florida and out of state.

 39% traveled with friends/relatives; 42% met friends/relatives in Daytona Beach.
 Out of state visitors said additional reasons to take a trip are: 31% said government/
  company business, 17% said convention/trade show, and 9% said to meet a cruise.
 30% of out of state visitors traveled by air, 52% by auto, and18% by motorcycle.
 For those out of state visitors that traveled by air:
     o 22% landed in Daytona Beach.
     o 73% landed in Orlando.
     o 5% landed someplace else.
 2% of the out of state visitors that flew into Orlando said that it was inconvenient.


                  THE MAIN DESTINATION FOR OUT OF STATE
                              VISITORS WAS:

                                 SOUTH FLORIDA         2
   EAST COAST OF FLORIDA IN GENERAL                    3
                           FLORIDA IN GENERAL              7
                                        ORLANDO                14
                                DAYTONA BEACH                                     74
                                                   0            20    40     60      80   100
                                                                       PERCENT




                                                                                                9
         The average number of days out of state visitors spent away from home was 7.2.
         The average number of days spent in Daytona Beach was 4.5.
         The average amount of money spent in Daytona Beach per day, without lodging, by out
          of state visitors’ immediate party was about $130.
         89% of the out of state visitors made advanced reservations, with the average time in
          advance about two months.
         The average price paid for the room was $92. Out of state visitors paid an average price
          of $88 for similar rooms in other destinations. This room would have been too expensive
          at $115 and too cheap at $32.
         42% of out of state visitors did not use a professional travel service.
              o 36% used an Internet travel service.
              o 17% used a travel agent.
              o 1% used an Auto Club
              o 4% used a time share.


Satisfaction with Daytona Beach

                     OUT OF STATE VISITORS FOUND DAYTONA
                                 BEACH TO BE:


                       MORE EXPENSIVE        3



                        LESS EXPENSIVE           9


                          ABOUT WHAT I                                    88
                           EXPECTED


                                         0       20    40     60     80    100
                                                       PERCENT


         While in Daytona Beach, 56% of the out of state visitors took advantage of a room with a
          kitchenette.
         1% of the out of state visitors paid the fee to drive or park on the beach.
         1% of the out of state visitors paid the fee to park in the parking garage.




                                                                                                10
              OUT OF STATE VISITORS SAID THAT
                   DAYTONA BEACH WAS:
            IMPORTANT FOR PLAYING GOLF          1
    THE IDEAL VACATION DESTINATION FOR A
                   FAMILY
                                                                                       96
          FULL OF ACTIVITIES/THINGS TO DO                                             96
                 A FAMILY ORIENTED AREA                                               98
                    CLEAN AND BEAUTIFUL                                                100
     A GOOD VALUE FOR THE MONEY SPENT                                                  100
EASY ACCESS TO THE BEACH FROM MY HOTEL                                                 100
                                            0           20        40        60   80    100
                                                                  PERCENT




         IN DECIDING ON DAYTONA BEACH, OUT OF
                   STATE VISITORS SAID:

BEING ABLE TO DRIVE ON THE BEACH                    2
         WAS IMPORTANT


  BEING NEAR TOURIST ATTRACTIONS                             24
          WAS IMPORTANT


      THE BEACH WOULD BE MORE                                          46
    ENJOYABLE WITHOUT CARS ON IT


   BEING WITHIN A DAYS TRAVEL WAS                                                76
             IMPORTANT

                                            0           20        40        60   80    100
                                                                  PERCENT




                                                                                             11
                OUT OF STATE VISITORS SAID THAT
                     DAYTONA BEACH WAS:


    HIGHLY RECOMMENDED BY FRIENDS                                       58
             BEFORE I CAME

    A GOOD PLACE TO GET SOME PEACE
              AND QUIET
                                                                                   92

          SO ENJOYABLE I'LL DEFINITELY
                   RETURN
                                                                                   94

   VERY WELCOMING TO TOURISTS AND                                                       100
             VISITORS

                                                      0       20   40   60    80    100
                                                                   PERCENT




                ON PLEASURE TRIPS OUT OF STATE
                          VISITORS:
PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS   1
                             USUALLY PLAY GOLF4
                    OFTEN TRAVEL WITH CHILDREN            8
     HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                    DESTINATIONS                              20
          GENERALLY PREFER BEACH DESTINATIONS                      37
      REALLY STICK TO A BUDGET WHEN EATING OUT                     38
    PREFER THE MORE ECONOMICAL HOTELS/MOTELS                          46
       REALLY LIKE TO RETURN TO FAMILIAR PLACES                        51
  OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                  DESTINATION                                                       86
       LOOK FOR ESCAPE, RELAXATION, CHANGE OF
            SCENERY, EDUCATIONAL ASPECTS                                                 100
                                                  0           20   40    60    80        100
                                                                   PERCENT




                                                                                               12
 Magazines received and read by members of out of state visitors’ households are:

   52%     No magazines                                       6%   National Geographic
   26%     Biker Magazines - various                          6%   Southern Living
   16%     AAA Magazine                                       5%   Business Week
   16%     Modern Maturity                                    5%   Family Circle
   15%     Readers Digest                                     5%   Money Magazine
   14%     People Magazine                                    5%   Time
   14%     Sports Illustrated                                 5%   Various others
    9%     US News & World Report                             3%   Golf magazines - various
    8%     Car magazines- various                             2%   Ladies Home Journal
    7%     Better Homes & Garden                              1%   News Week
    6%     Good Housekeeping




              ACTIVITIES DONE BY OUT OF STATE VISITORS WERE:
                            SEA WORLD   1
                              MUSEUM    1
                DRIVING ON THE BEACH    1
                   UNIVERSAL STUDIOS    2
                       MINIATURE GOLF   2
                       MAGIC KINGDOM    2
                          PLAYED GOLF   2
                          OCEAN WALK        6
              KENNEDY SPACE CENTER          7
                 DAYTONA DOG RACES           8
                         FLEA MARKET          9
                         MGM STUDIOS          11
                      ANIMAL KINGDOM            16
                        ST. AUGUSTINE            17
                         VOLUSIA MALL             20
                                EPCOT              22
                   BUSINESS/MEETINGS                23
              DAYTONA USA/SPEEDWAY                       32
            BIKETOBERFEST ACTIVITIES                     33
  VISITING FAMILY/FRIENDS IN THE AREA                    33
               WALKING ON THE BEACH                                      64
                                        0        20           40     60         80       100
                                                               PERCENT




 100% of the out of state visitors would recommend Daytona Beach to others.
 60% of the out of state visitors to complete the survey were male, 40% were female.




                                                                                               13
            OCCUPATION OF THE PRIMARY WAGE EARNER OF
               OUT OF STATE VISITORS' HOUSEHOLD IS:

                 SEMI-SKILLED LABOR                 1
                                     REFUSED        3
                                     CLERICAL       4
                            SKILLED LABOR                17
            MID-RANGE WHITE COLLAR                            24
     PROFESSIONAL/ SELF-EMPLOYED                                  25
                                      RETIRED                     26
                                                0            20        40   60   80   100
                                                                       PERCENT

 Out of state visitors were an average of 51 years old.
 86% of out of state visitors were married, and 14% were single.



              OUT OF STATE VISITOR'S ESTIMATED ANNUAL
            INCOME FROM ALL SOURCES BEFORE TAXES WAS:

      OVER $100,000         3
   $90,000 - $100,000   0
    $80,000 - $90,000   0
    $70,000 - $80,000        5
    $60,000 - $70,000       3
    $50,000 - $60,000            9
    $40,000 - $50,000                   22
    $30,000 - $40,000            11
    $20,000 - $30,000   1
    $10,000 - $20,000   0
     UNDER $10,000      0
           REFUSED                                                49
                        0              20               40 60                    80         100
                                                 PERCENT
                                      MEAN INCOME: $51,500




                                                                                                  14
THE RACIAL/ETHNIC GROUP FOR OUT OF STATE
               VISITORS IS:


NATIVE AMERICAN        0

   ASIAN/PACIFIC
                       0
     ISLANDER

 BLACK/AFRICAN
                       1
   AMERICAN

       HISPANIC        4

     CAUCASIAN                                 95

                   0       20   40   60   80    100
                                PERCENT




                                                      15
FLORIDA VISITORS
October 2010 Daytona Beach Visitor Profile

         For 13% of the visitors from Florida, this last visit was their first ever to the Daytona
          Beach Resort Area.
         95% of the repeat visitors from Florida have stayed in the Daytona Beach Area overnight
          or longer more than once during the past five years.
         50% of the repeat visitors from Florida have stayed in the same lodging before.



                                            FIRST TIME VISITORS

                     100


                     80
           PERCENT




                     60


                     40                                                31

                     20              13

                      0
                           FLORIDA VISITORS               OUT OF STATE VISITORS




                                                                                                 16
         REASONS TO CHOOSE DAYTONA BEACH WERE:
          FLORIDA VISITORS                                              OUT OF STATE VISITORS

VARIOUS SPORTING TOURNAMENTS      0
                                    2
                        FISHING   0
                                  0
    STOPOVER/GOING ELSEWHERE      0      9
                           GOLF    1
                                     3
   CLOSE TO MAJOR ATTRACTIONS            10
                                  0
        PERSONAL EVENT/OTHER          4
                                    2
                TIMESHARE DEAL         5
                                   1
           MEETING/CONVENTION            9          20
                 CLOSE TO HOME                14
                                                                                         68
                       BUSINESS                      22
                                                    20
     FAMILY/FRIENDS IN THE AREA                                     35
                                                          27
BEEN TO DAYTONA BEACH BEFORE                                                        59
                                                                               48
                       WEATHER        7                  24
                 BIKETOBERFEST                                     32
                                                              28
                         BEACH                                                45
                                               16

                                  0                20                    40         60        80   100
                                                                          PERCENT



            VISITORS FROM FLORIDA REMEMBER
          SEEING ADS FOR DAYTONA BEACH IN/ON:
EDUCATIONAL INSTITUTIONS          0
                 BILLBOARDS       0
                  TELEVISION          3
                NEWSPAPERS            4
                 BROCHURES                         19
                  MAGAZINES                         21
                    INTERNET                                            37
                 SAW NO ADS                                                         56
                                  0                20                    40         60        80   100
                                                                          PERCENT




                                                                                                         17
   34% of the visitors from Florida asked for information before coming.
   69% of the visitors from Florida used the Internet to plan their trip to Daytona Beach.
   69% of the visitors from Florida used the Internet to choose a place to stay.
   62% of the visitors from Florida used the Internet to make reservations.
   56% of the visitors from Florida used the Internet for other purposes regarding this trip to
    Daytona Beach such as: finding general information about the area, lodging
    information/reservations, and/or traveling directions/maps.


                   TRAVEL WEBSITES USED BY VISITORS
                            FROM FLORIDA:
        AM EX BUSINESS TRAVEL          2
                YAHOO TRAVEL            4
                  TRIP ADVISOR          5
                         YAPTA           7
                        ORBITZ            8
                CHEAP FLIGHTS             8
                     PRICELINE            10
                       GOOGLE              12
                        KAYAK               15
                          NONE                         35
                  TRAVELOCITY                           40
                       EXPEDIA                                             67
                                   0         20             40       60         80   100
                                                             PERCENT

               VISITORS FROM FLORIDA USED TRAVEL
                          WEBSITES FOR:

                     BUY PACKAGES                      27

                     FIND PACKAGES                     27
             BOOK AIRLINE FLIGHTS                                   53
    RESEARCH FLIGHTS AND PRICES                                      56
                      BOOK HOTELS                                         62
                 RESEARCH HOTELS                                           67
                                        0         20         40       60        80   100
                                                                 PERCENT




                                                                                             18
             TRAVEL WEBSITES USED BY VISITORS
                FROM FLORIDA FOR HOTELS:

              HOTELS.COM         5
                 HOTWIRE         7
              TRAVEL.COM         8
                  GOOGLE         10
          TRAVEL ADVISOR              15
   VARIOUS HOTEL CHAINS                        26
                PRICELINE                      28
                   ORBITZ                      29
                             0            20          40        60        80         100
                                                       PERCENT




             TRAVEL WEBSITES USED BY VISITORS
                FROM FLORIDA FOR AIRLINES:



                 DELTA           12




        ANY/ALL OUT OF                               39
          THEIR AREA



                         0           20         40         60        80        100
                                                PERCENT


 42% of the visitors from Florida are on Facebook
     o 75% use Facebook to let friends know what is new, 75% to see what is new with
        their friends, and 38% to talk about activities/vacations.
 15% of the visitors from Florida use Twitter.




                                                                                           19
 44% of the visitors from Florida take more than one vacation per year.

                    VISITORS FROM FLORIDA WHO TAKE MORE
                      THAN ONE VACATION PER YEAR, GO IN:
             100         98


               80                                   73
                                                                           67
   PERCENT




               60
                                                                                           50
               40


               20


                0
                        SUMMER                   FALL                WINTER           SPRING



                     VISITORS FROM FLORIDA WHO TAKE MORE THAN
                      ONE VACATION PER YEAR ALSO VACATION IN:
                                                CA/AZ    1
                       S.E. IN GENERAL (GA,SC,NC,ETC.)   3
                       OTHER AREAS OUTSIDE THE USA        4
                     WEST IN GENERAL (EXCEPT CA/AZ)       4
                              MOUNTAINS IN GENERAL            12
                                          CARIBBEAN            17
             N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.)           19
                             OTHER AREAS IN THE USA                  29
                                BEACHES IN GENERAL                    33
                               NO USUAL DESTINATION                             53
                                 FLORIDA IN GENERAL                                             100
                                                         0     20      40        60   80        100
                                                                       PERCENT




                                                                                                      20
 76% of the visitors from Florida have taken another warm weather vacation in the past
  five years.

              VISITORS FROM FLORIDA WHO HAVE TAKEN
            ANOTHER WARM WEATHER VACATION IN THE PAST
                     5 YEARS ALSO VACATION IN:
                                  MEXICO        2
                   MEDITERRANEAN                2
                                   HAWAII        5
   OTHER AREAS OUTSIDE THE USA                    8
                     MYRTLE BEACH                 8
                          CALIFORNIA                  14
                          CARIBBEAN                         29
     OTHER AREAS INSIDE THE USA                                    43
                                  FLORIDA                                                 86
                                            0          20        40        60        80        100
                                                                   PERCENT



             THE DECISION TO VISIT DAYTONA BEACH FOR
               VISITORS FROM FLORIDA WAS MADE BY:

              HUSBAND     0

                   WIFE   0

                FAMILY        2

          SELF(SINGLE)                  22

               FRIENDS                           28

   HUSBAND AND WIFE                                           48
                          0            20              40             60        80             100
                                                            PERCENT




                                                                                                     21
                               VISITORS FROM FLORIDA SAID THEIR
                                      VACATION WAS FOR:
                          FLORIDA VISITORS                        OUT OF STATE VISITORS
                     100


                      80

                                      60
          PERCENT



                      60


                      40
                                 41
                                                   28
                                                                  22 21
                      20
                                                        11                       9   8
                          0
                              HUSBAND AND      FRIENDS        SELF(SINGLE)     FAMILY
                                 WIFE

                         THE MOST CONVENIENT/ONLY TIME
                      VISITORS FROM FLORIDA VACATION, IS IN:

                    100


                    80
                                 80
      PERCENT




                    60


                    40

                                             23
                    20                                       15
                                                                        7            7
                     0
                              DOESN'T       FALL        SUMMER       SPRING     WINTER
                              MATTER


 The average party size for visitors from Florida was 2.4.
 10% of the visitors from Florida traveled with children age 12 and younger.
 6% of the visitors from Florida traveled with teenagers.




                                                                                          22
                    VISITORS THAT TRAVELED WITH CHILDREN AND/OR
                                  TEENAGERS WERE:
                    FLORIDA VISITORS               OUT OF STATE VISITORS

              100


               80
    PERCENT




               60


               40


               20
                             10                             6
                                       3                              3
                0
                            CHILDREN                       TEENAGERS

 40% traveled with friends/relatives; 59% met friends/relatives in Daytona Beach.
 Visitors from Florida said additional reasons to take a trip are: 33% said government/
  company business, 15% said to meet a cruise, and 17% said convention/trade show.
 80% of the visitors from Florida traveled by auto and 20% by motorcycle.



                    THE MAIN DESTINATION FOR VISITORS FROM
                                 FLORIDA WAS:




                                                                            100
              DAYTONA BEACH




                              0        20   40        60        80        100
                                              PERCENT




                                                                                           23
 The average number of days visitors from Florida spent away from home was 2.5.
 The average number of days spent in Daytona Beach was 2.5.
 The average amount of money spent in Daytona Beach per day, without lodging, by
  visitors’ from Florida immediate party was between $130 and $140.
 93% of visitors from Florida made advanced reservations, with the average time in
  advance being between five and six weeks.
 The average price paid for the room was $93. Visitors from Florida paid an average price
  of $84 for similar rooms in other destinations. This room would have been too expensive
  at $111 and too cheap at $29.
 60% of visitors from Florida did not use a professional travel service.
      o 32% used an Internet travel service.
      o 7% used a travel agent.
      o 1% used an auto club.




                     VISITORS WHO MADE ADVANCED
                            RESERVATIONS:

               100             92                              89

               80
     PERCENT




               60


               40


               20


                0
                     FLORIDA VISITORS            OUT OF STATE VISITORS




                                                                                       24
Satisfaction with Daytona Beach

                   VISITORS FROM FLORIDA FOUND DAYTONA
                               BEACH TO BE:


                         LESS EXPENSIVE       1


                        MORE EXPENSIVE            8


                           ABOUT WHAT I
                                                                                    91
                            EXPECTED


                                          0       20           40        60    80        100
                                                               PERCENT


         While in Daytona Beach, 54% of the visitors from Florida took advantage of a room with
          a kitchenette.
         1% of the visitors from Florida paid the fee to drive or park on the beach.
         A trace of the visitors from Florida paid the fee to park in the parking garage.



                         VISITORS FROM FLORIDA SAID THAT
                               DAYTONA BEACH WAS:

                     IMPORTANT FOR PLAYING GOLF            1

                          A FAMILY ORIENTED AREA                                                    96
            THE IDEAL VACATION DESTINATION FOR A
                           FAMILY
                                                                                                    98

                  FULL OF ACTIVITIES/THINGS TO DO                                                        99

               A GOOD VALUE FOR THE MONEY SPENT                                                     100
               EASY ACCESS TO THE BEACH FROM MY
                            HOTEL
                                                                                                         100
                                                       0            20        40     60        80        100
                                                                              PERCENT




                                                                                                               25
     IN DECIDING ON DAYTONA BEACH, VISITORS
               FROM FLORIDA SAID:

 BEING NEAR TOURIST ATTRACTIONS         0
         WAS IMPORTANT


BEING ABLE TO DRIVE ON THE BEACH        1
         WAS IMPORTANT


     THE BEACH WOULD BE MORE
   ENJOYABLE WITHOUT CARS ON IT
                                                 37

 BEING WITHIN A DAYS TRAVEL WAS                                       100
           IMPORTANT

                                    0       20    40      60    80    100
                                                      PERCENT




          VISITORS FROM FLORIDA SAID THAT
                DAYTONA BEACH WAS:

HIGHLY RECOMMENDED BY FRIENDS
         BEFORE I CAME                                   53

A GOOD PLACE TO GET SOME PEACE
                                                                     90
          AND QUIET


     SO ENJOYABLE I'LL DEFINITELY
              RETURN
                                                                     98

VERY WELCOMING TO TOURISTS AND                                        100
          VISITORS

                                    0       20    40      60    80    100
                                                  PERCENT




                                                                            26
                     ON PLEASURE TRIPS VISITORS FROM
                                FLORIDA:

       PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS       3
                                    USUALLY PLAY GOLF            22
            HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                           DESTINATIONS                           27
                           OFTEN TRAVEL WITH CHILDREN                  33
           PREFER THE MORE ECONOMICAL HOTELS/MOTELS                           60
              REALLY LIKE TO RETURN TO FAMILIAR PLACES                         66
             REALLY STICK TO A BUDGET WHEN EATING OUT                            71
                 GENERALLY PREFER BEACH DESTINATIONS                             73
         OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                         DESTINATION                                                      99
              LOOK FOR ESCAPE, RELAXATION, CHANGE OF
                   SCENERY, EDUCATIONAL ASPECTS                                           100
                                                         0        20    40   60    80     100
                                                                        PERCENT




   Magazines received and read by members of visitors’ from Florida households are:

46%   No magazines                                       5%      Various others
19%   Biker Magazines – various                          4%      Better Homes & Garden
15%   Sports Illustrated                                 4%      Business Week
13%   Modern Maturity                                    4%      National Geographic
13%   Readers Digest                                     3%      Good Housekeeping
12%   AAA Magazine                                       3%      Ladies Home Journal
10%   Golf magazines - various                           3%      Money Magazine
10%   People Magazine                                    3%      Time
10%   Southern Living                                    3%      US News & World Report
 6%   Car Magazines – various                            2%      News Week
 5%   Family Circle




                                                                                                27
                 ACTIVITIES DONE BY VISITORS FROM
                           FLORIDA WERE:
                 KENNEDY SPACE CENTER 0
                         MINIATURE GOLF 1
                   DRIVING ON THE BEACH 1
                            OCEAN WALK 2
                    DAYTONA DOG RACES 2
                            FLEA MARKET 3
                    SPORTS TOURNAMENT 4
                            PLAYED GOLF 4
                           VOLUSIA MALL 5
                  DAYTONA SA/SPEEDWAY            19
                      BUSINESS MEETINGS               27
     VISITING FAMILY/FRIENDS IN THE AREA              28
               BIKETOBERFEST ACTIVITIES                32
                  WALKING ON THE BEACH                          44
                                         0       20         40       60   80   100
                                                            PERCENT




 100% of the visitors from Florida would recommend Daytona Beach to others.
 29% of the visitors from Florida to complete the survey were female, 71% were male.



            OCCUPATION OF THE PRIMARY WAGE EARNER
            OF VISITORS' FROM FLORIDA HOUSEHOLD IS:

                  SEMI-SKILLED LABOR         1

                             CLERICAL        2

                       SKILLED LABOR             17

                               RETIRED                25

      PROFESSIONAL/ SELF-EMPLOYED                     29

            MID-RANGE WHITE COLLAR                     32
                                         0       20        40        60   80   100
                                                           PERCENT




                                                                                        28
 Visitors from Florida were an average of 49 years old.
 76% of visitors from Florida were married, and 24% were single.



            VISITOR'S FORM FLORIDA ESTIMATED ANNUAL
          INCOME FROM ALL SOURCES BEFORE TAXES WAS:

    OVER $100,000     1
 $90,000 - $100,000   0
  $80,000 - $90,000   0
  $70,000 - $80,000           5
  $60,000 - $70,000       2
  $50,000 - $60,000               10
  $40,000 - $50,000                  17
  $30,000 - $40,000                13
  $20,000 - $30,000   1
  $10,000 - $20,000   0
   UNDER $10,000      0
         REFUSED                                                          63
                      0                20                   60
                                                           40                        80     100
                                                  PERCENT
                                       MEAN INCOME: $46,500




            THE RACIAL/ETHNIC GROUP FOR VISITORS FROM
                            FLORIDA IS:


             NATIVE AMERICAN                  0

                 ASIAN/PACIFIC
                                              0
                   ISLANDER

               BLACK/AFRICAN
                                              2
                 AMERICAN

                          HISPANIC                9

                      CAUCASIAN                                                 89

                                          0           20        40   60        80     100
                                                                PERCENT




                                                                                                  29
OCTOBER 2010 DAYTONA BEACH POINTS OF ORIGIN
   40%    Florida                  1%    Connecticut               Tr.    Louisiana
    8%    Georgia                  1%    Michigan                  Tr.    Maine
    5%    Tennessee                1%    Missouri                  Tr.    Maryland
    4%    Kentucky                 1%    South Carolina            Tr.    Massachusetts
    4%    New York                 1%    Texas                     Tr.    Minnesota
    3%    Illinois                 1%    West Virginia             Tr.    Mississippi
    3%    Ohio                     1%    Wisconsin                 Tr.    Nebraska
    3%    Pennsylvania             Tr.   Arizona                   Tr.    Nevada
    3%    Virginia                 Tr.   Arkansas                  Tr.    Oklahoma
    2%    Indiana                  Tr.   Colorado                  Tr.    Oregon
    2%    New Jersey               Tr.   Delaware                  Tr.    Rhode Island
    2%    North Carolina           Tr.   Hawaii                    Tr.    Utah
    1%    Alabama                  Tr.   Iowa                      Tr.    Vermont
    1%    California               Tr.   Kansas                    Tr.    Washington

       TOTAL U.S.A. 91%

       CANADA (5% of the total)

    3%      Ontario                                 Tr. New Brunswick
    1%      Quebec                                  Tr. Newfoundland
    Tr.     Alberta                                 Tr. Nova Scotia
    Tr.     British Columbia

       FOREIGN (4% of the total)

      2%     U.K.                                     Tr.   Netherlands
      Tr.    Denmark                                  Tr.   Norway
      Tr.    France                                   Tr.   Sweden
      1%     Germany                                  Tr.   Switzerland
      Tr.    Italy

       FLORIDA VISITORS (by percent of Florida total)

   31%    Orlando, Daytona Beach, Melbourne, Leesburg, Ocala
   26%    Tampa, St. Petersburg, Clearwater, Sarasota, Lakeland, Winter Haven
   13%    Jacksonville
    8%    Miami, Fort Lauderdale, The Keys
    8%    West Palm Beach, Fort Pierce, Vero Beach, St. Lucie, Boca Raton
    6%    Gainesville
    4%    Ft. Myers, Naples
    3%    Tallahassee
    1%    Pensacola, Ft. Walton Beach
    Tr.   Panama City




                                                                                          30

				
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