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DAYTONA BEACH VISITOR PROFILE

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					DAYTONA BEACH VISITOR
PROFILE
November 2010




Prepared for The Halifax Area Advertising Authority

By:
Table of Contents


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




                                                                                                                                    ii
OUT OF STATE VISITORS
November 2010 Daytona Beach Visitor Profile


         For 34% of the out of state visitors, this was their first visit ever to the Daytona Beach
          Resort Area.
         87% 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.
         66% of the repeat out of state visitors have stayed in the same lodging before.

                                                    FIRST TIME VISITORS

                          100


                          80
                PERCENT




                          60


                          40
                                              24                                   24
                          20


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




                                                                                                       1
               REASONS FOR OUT OF STATE VISITORS TO
                  CHOOSE DAYTONA BEACH WERE:
                            FISHING        1
         STOPOVER/GOING ELSEWHERE              4
                              GOLF             5
                    TIMESHARE DEAL              6
             PERSONAL EVENT/OTHER                7
                        TURKEY ROD                   11
                MEETING/CONVENTION                    13
        CLOSE TO MAJOR ATTRACTIONS                      16
                            BUSINESS                     18
                     CLOSE TO HOME                              24
                            WEATHER                                   34
          FAMILY/FRIENDS IN THE AREA                                 32
                              BEACH                                              48
      BEEN TO DAYTONA BEACH BEFORE                                               49
                                         0                 20              40             60         80        100
                                                                            PERCENT




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

                                     1
        SOFTBALL TOURNAMENT          1
                                     1
                       FISHING       1
                                               10
  CLOSE TO MAJOR ATTRACTIONS                   10
                                       4
              TIMESHARE DEAL          3
                                     2
   STOPOVER/GOING ELSEWHERE           3
                                      3
                          GOLF             6
                                           6
       PERSONAL EVENT/OTHER                    8
                                                     16
          MEETING/CONVENTION                              20
                                                    14
                  TURKEY ROD                         15
                                                                                           57
BEEN TO DAYTONA BEACH BEFORE                                                                    62
                                                          20
                     BUSINESS                              21
                                                                                43
               CLOSE TO HOME                                                         47
                                                                      35
    FAMILY/FRIENDS IN THE AREA                                         36
                                                               24
                     WEATHER                              20
                                                                     33
                        BEACH                                        33

                                 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          2
                  NEWSPAPERS           2
                     TELEVISION        2
                     MAGAZINES             10
                   BROCHURES                         24
                      INTERNET                            31
                    SAW NO ADS                                        54
                                   0            20             40         60        80         100
                                                                PERCENT
   40% of the out of state visitors asked for information before coming.
   40% used the Internet to plan their trip to Daytona Beach.
   37% used the Internet to choose a place to stay.
   34% used the Internet to make reservations.
   44% 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:
                      YAPTA       5
            YAHOO TRAVEL           8
              TRIP ADVISOR         10
            CHEAP FLIGHTS            16
                  PRICELINE           17
                   GOOGLE             18
                     ORBITZ            19
                     KAYAK              21
                       NONE                           37
              TRAVELOCITY                                  44
                    EXPEDIA                                     52
                              0            20         40             60        80        100
                                                          PERCENT




                                                                                                     3
         OUT OF STATE VISITORS USED TRAVEL
                   WEBSITES FOR:

              BUY PACKAGES                    30

             FIND PACKAGES                    32
RESEARCH FLIGHTS AND PRICES                                  52
       BOOK AIRLINE FLIGHTS                                  52
               BOOK HOTELS                                    56
          RESEARCH HOTELS                                         60
                               0        20         40         60        80         100
                                                   PERCENT




            TRAVEL WEBSITES USED BY
        OUT OF STATE VISITORS FOR HOTELS:
               KAYAK    1
         TRAVELOCITY    1
       YAHOO TRAVEL     1
         HOTELS.COM         6
             GOOGLE         7
         TRAVEL.COM          8
            HOTWIRE           12
         TRIP ADVISOR         13
VARIOUS HOTEL CHAINS            18
            PRICELINE            21
              ORBITZ               26
                        0       20       40             60         80        100
                                             PERCENT




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


                   SOUTHWEST       2



                       DELTA           11


              ANY/ALL OUT OF                  26
                THEIR AREA


                               0        20         40    60        80    100
                                                    PERCENT




 24% of the out of state visitors are on Facebook
     o 100% use Facebook to let friends know what is new, 100% to see what is new
        with their friends, and 69% to talk about activities/vacations.
 11% of the out of state visitors use Twitter.


 48% 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

                       83
             80                              77

                                                              57
   PERCENT




             60


             40                                                            38

             20


              0
                      FALL             WINTER           SUMMER          SPRING



                                                                                    5
                 OUT OF STATE VISITORS WHO TAKE MORE THAN
                  ONE VACATION PER YEAR ALSO VACATION IN:
         OTHER AREAS OUTSIDE THE USA       2
                                 HAWAII    1
                            CARIBBEAN        6
                                  CA/AZ       9
                         SE IN GENERAL        12
                  BEACHES IN GENERAL            18
                MOUNTAINS IN GENERAL             23
            NE IN GENERAL (NY, NJ, ETC.)         23
               OTHER AREAS IN THE USA                                 49
                NO USUAL DESTINATION                                   53
                   FLORIDA IN GENERAL                                              76
                                           0           20        40      60        80        100
                                                                 PERCENT
 88% 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:

                              MEXICO           1
                               HAWAII              8
   OTHER AREAS OUTSIDE THE USA                     10
                     MYRTLE BEACH                  13
                          CARIBBEAN                    15
                         CALIFORNIA                         22
                             FLORIDA                                               67
     OTHER AREAS INSIDE THE USA                                                     72
                                           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       6

                  FRIENDS       8

            SELF(SINGLE)            17

HUSBAND AND WIFE                                                  69
                            0       20        40          60           80        100
                                                   PERCENT




                     OUT OF STATE VISITORS SAID THEIR
                           VACATION WAS FOR:
            100


             80


                        56
  PERCENT




             60


             40

                                         21
             20                                         15
                                                                            8
              0
                  HUSBAND AND        FAMILY        SELF(SINGLE)        FRIENDS
                     WIFE




                                                                                       7
                                 DAYTONA BEACH VACATION WAS FOR:
                                 NOVEMBER 2009                                   NOVEMBER 2010

                               100                             169

                 PERCENT       80


                               60
                                        48 50
                               40


                               20                         16               16 12             20 22

                                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

                                      63
       PERCENT




                    60


                    40                              34
                                                                     28
                                                                                   22
                    20
                                                                                                   4
                           0
                                DOESN'T         WINTER           FALL         SUMMER          SPRING
                                MATTER

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




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

                  100


                  80
        PERCENT




                  60


                  40


                  20
                                  10       12                          9     10
                   0
                          TRAVELED WITH CHILDREN           TRAVELED WITH TEENAGERS

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

 22% traveled with friends/relatives; 31% met friends/relatives in Daytona Beach.
 Out of state visitors said additional reasons to take a trip are: 20% said government/
  company business, 13% said convention/trade show, and 9% said to meet a cruise.
 26% of out of state visitors traveled by air, and 74% by auto.
 For those out of state visitors that traveled by air:
     o 24% landed in Daytona Beach.
     o 76% landed in Orlando.
 7% of the out of state visitors that flew into Orlando said that it was inconvenient.


                  THE MAIN DESTINATION FOR OUT OF STATE
                              VISITORS WAS:

                           FLORIDA IN GENERAL          4
                                 SOUTH FLORIDA         4
   EAST COAST OF FLORIDA IN GENERAL                    5
                                        ORLANDO                  26
                                DAYTONA BEACH                                61
                                                   0        20        40    60      80    100
                                                                       PERCENT




                                                                                                9
         The average number of days out of state visitors spent away from home was 6.3.
         The average number of days spent in Daytona Beach was 3.2.
         The average amount of money spent in Daytona Beach per day, without lodging, by out
          of state visitors’ immediate party was about $75.
         91% of the out of state visitors made advanced reservations, with the average time in
          advance between seven and eight weeks..
         34% of out of state visitors did not use a professional travel service.
              o 33% used an Internet travel service.
              o 29% used a travel agent.
              o 3% stayed in a time share.
              o 1% used an Auto Club


Satisfaction with Daytona Beach

                     OUT OF STATE VISITORS FOUND DAYTONA
                                 BEACH TO BE:


                       MORE EXPENSIVE        0



                        LESS EXPENSIVE           16


                          ABOUT WHAT I                                    84
                           EXPECTED


                                         0       20    40     60     80    100
                                                       PERCENT


         While in Daytona Beach, 53% 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         6
                 A FAMILY ORIENTED AREA                                 74
    THE IDEAL VACATION DESTINATION FOR A
                   FAMILY
                                                                        77
         FULL OF ACTIVITIES/THINGS TO DO                                     86
                   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               3
         WAS IMPORTANT


      THE BEACH WOULD BE MORE                           22
    ENJOYABLE WITHOUT CARS ON IT


  BEING NEAR TOURIST ATTRACTIONS                             32
          WAS IMPORTANT


   BEING WITHIN A DAYS TRAVEL WAS                                                 86
             IMPORTANT

                                           0       20        40    60    80        100
                                                              PERCENT




                                                                                             11
                OUT OF STATE VISITORS SAID THAT
                     DAYTONA BEACH WAS:


    HIGHLY RECOMMENDED BY FRIENDS                                 44
             BEFORE I CAME

          SO ENJOYABLE I'LL DEFINITELY
                   RETURN
                                                                             80

    A GOOD PLACE TO GET SOME PEACE
              AND QUIET
                                                                                   99

   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    5
                    OFTEN TRAVEL WITH CHILDREN    9
     HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                    DESTINATIONS                          14
                             USUALLY PLAY GOLF              20
          GENERALLY PREFER BEACH DESTINATIONS                24
       REALLY LIKE TO RETURN TO FAMILIAR PLACES              25
    PREFER THE MORE ECONOMICAL HOTELS/MOTELS                      41
      REALLY STICK TO A BUDGET WHEN EATING OUT                         52
  OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                  DESTINATION                                                      88
       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:

   59%    No magazines                                        6%   Time
   22%    Readers Digest                                      5%   Car magazines- various
   21%    AAA Magazine                                        4%   Better Homes & Garden
   19%    Modern Maturity                                     4%   Business Week
   12%    Ladies Home Journal                                 4%   Good Housekeeping
    9%    Golf magazines - various                            4%   US News & World Report
    9%    National Geographic                                 3%   Money Magazine
    8%    People Magazine                                     2%   Cosmopolitan
    6%    Family Circle                                       2%   Various others
    6%    Southern Living                                     1%   News Week
    6%    Sports Illustrated                                  1%   TV Guide

              ACTIVITIES DONE BY OUT OF STATE VISITORS WERE:
                      MINIATURE GOLF   1
          SIGHTSEEING/WATER CRUISE     1
                           SEA WORLD   2
               DRIVING ON THE BEACH     3
                 DAYTONA DOG RACES      3
                             MUSEUM     3
                         PLAYED GOLF        6
                          CAR SHOWS         7
                         FLEA MARKET        7
                       ST. AUGUSTINE        7
             KENNEDY SPACE CENTER            10
                        MGM STUDIOS          10
                         OCEAN WALK          10
                     ANIMAL KINGDOM           11
                  UNIVERSAL STUDIOS           12
                               EPCOT             17
             DAYTONA USA/SPEEDWAY                 21
                        VOLUSIA MALL                26
                  BUSINESS/MEETINGS                      33
 VISITING FAMILY/FRIENDS IN THE AREA                     33
              WALKING ON THE BEACH                                          72
                                       0         20           40     60          80    100
                                                               PERCENT




 100% of the out of state visitors would recommend Daytona Beach to others.
 56% of the out of state visitors to complete the survey were male, 44% were female.




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

                                  REFUSED        1

                  SEMI-SKILLED LABOR             1

      PROFESSIONAL/ SELF-EMPLOYED                     18

                             SKILLED LABOR            18

             MID-RANGE WHITE COLLAR                        28

                                   RETIRED                 31
                                             0        20        40   60   80   100
                                                                PERCENT

 Out of state visitors were an average of 49 years old.
 78% of out of state visitors were married, and 22% were single.
               OUT OF STATE VISITOR'S ESTIMATED ANNUAL
             INCOME FROM ALL SOURCES BEFORE TAXES WAS:

       OVER $100,000         4
    $90,000 - $100,000   0
     $80,000 - $90,000   0
     $70,000 - $80,000       3
     $60,000 - $70,000       2
     $50,000 - $60,000        4
     $40,000 - $50,000             15
     $30,000 - $40,000            13
     $20,000 - $30,000    2
     $10,000 - $20,000   0
      UNDER $10,000      0
            REFUSED                                             57
                         0          20               40  60               80         100
                                               PERCENT
                                    MEAN INCOME: $51,200




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


NATIVE AMERICAN        0

   ASIAN/PACIFIC
                       2
     ISLANDER

       HISPANIC        2

 BLACK/AFRICAN
                       3
   AMERICAN

     CAUCASIAN                                 93

                   0       20   40   60   80    100
                                PERCENT




                                                      15
FLORIDA VISITORS
November 2010 Daytona Beach Visitor Profile

         For 10% of the visitors from Florida, this last visit was their first ever to the Daytona
          Beach Resort Area.
         85% of the repeat visitors from Florida have stayed in the Daytona Beach Area overnight
          or longer more than once during the past five years.
         54% of the repeat visitors from Florida have stayed in the same lodging before.



                                            FIRST TIME VISITORS

                     100


                     80
           PERCENT




                     60


                     40                                                34


                     20              10

                      0
                           FLORIDA VISITORS               OUT OF STATE VISITORS




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

       SOFTBALL TOURNAMENTS      0
                                    3
                       FISHING    1
                                 0
   STOPOVER/GOING ELSEWHERE          4
                                 0
                          GOLF        5
                                 0
  CLOSE TO MAJOR ATTRACTIONS                       16
                                 0
        PERSONAL EVENT/OTHER            7
                                      5
               TIMESHARE DEAL          6
                                  1
          MEETING/CONVENTION                  13
                                                        20
                CLOSE TO HOME                                24
                                                                                        70
                      BUSINESS                      18
                                                         22
    FAMILY/FRIENDS IN THE AREA                                    32
                                                                        40
BEEN TO DAYTONA BEACH BEFORE                                                 49
                                                                                       68
                      WEATHER                                      34
                                     4
                        BEACH                                                48
                                              12
                   TURKEY ROD                11
                                                   17

                                 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
                  MAGAZINES                   12
                 BROCHURES                              20
                    INTERNET                                  26
                 SAW NO ADS                                                        62
                                 0                      20              40        60         80   100
                                                                         PERCENT




                                                                                                        17
   35% of the visitors from Florida asked for information before coming.
   37% of the visitors from Florida used the Internet to plan their trip to Daytona Beach.
   31% of the visitors from Florida used the Internet to choose a place to stay.
   32% of the visitors from Florida used the Internet to make reservations.
   36% 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:

             YAHOO TRAVEL          4
                   PRICELINE           9
                       YAPTA           10
               TRIP ADVISOR             13
             CHEAP FLIGHTS                18
                     GOOGLE                20
                       KAYAK               21
                        NONE                    31
               TRAVELOCITY                                 49
                     EXPEDIA                                      63
                               0          20          40         60         80        100
                                                       PERCENT



               VISITORS FROM FLORIDA USED TRAVEL
                          WEBSITES FOR:



                     BUY PACKAGES                21

                     FIND PACKAGES                    26
                      BOOK HOTELS                                      61
    RESEARCH FLIGHTS AND PRICES                                         62
                 RESEARCH HOTELS                                            64
                                         0       20         40         60        80         100
                                                            PERCENT




                                                                                                  18
             TRAVEL WEBSITES USED BY VISITORS
                FROM FLORIDA FOR HOTELS:

            TRAVELOCITY      1
          YAHOO TRAVEL       1
                  KAYAK      2
             TRAVEL.COM          7
                 GOOGLE          7
                HOTWIRE          8
             HOTELS.COM          8
   VARIOUS HOTEL CHAINS               19
            TRIP ADVISOR                   26
               PRICELINE                    29
                  ORBITZ                     32
                             0        20          40        60        80         100
                                                   PERCENT




             TRAVEL WEBSITES USED BY VISITORS
                FROM FLORIDA FOR AIRLINES:



                 DELTA           9




        ANY/ALL OUT OF                           41
          THEIR AREA



                         0       20         40         60        80        100
                                             PERCENT


 25% of the visitors from Florida are on Facebook
     o 80% use Facebook to let friends know what is new, 80% to see what is new with
        their friends, and 80% to talk about activities/vacations.
 12% of the visitors from Florida use Twitter.




                                                                                       19
 71% 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
                             91

               80
                                                   78
                                                                        72
                                                                                             66
   PERCENT




               60


               40


               20


                0
                        SUMMER                  FALL                 WINTER             SPRING



                     VISITORS FROM FLORIDA WHO TAKE MORE THAN
                      ONE VACATION PER YEAR ALSO VACATION IN:


                       OTHER AREAS OUTSIDE THE USA          2
                                              MEXICO        2
                                              HAWAII        2
             N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.)           16
                              MOUNTAINS IN GENERAL              18
                                          CARIBBEAN              22
                                BEACHES IN GENERAL                24
                             OTHER AREAS IN THE USA                28
                               NO USUAL DESTINATION                                69
                                 FLORIDA IN GENERAL                                           95
                                                        0       20      40    60        80        100
                                                                        PERCENT




                                                                                                        20
 79% 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:
                               HAWAII         3
                              MEXICO          5
                     MYRTLE BEACH             6
                          CALIFORNIA              12
   OTHER AREAS OUTSIDE THE USA                    13
                          CARIBBEAN                            38
     OTHER AREAS INSIDE THE USA                                               66
                              FLORIDA                                                    100
                                          0        20          40        60         80   100
                                                                PERCENT



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

                   WIFE   0

              HUSBAND     0

                FAMILY          11

               FRIENDS           15

          SELF(SINGLE)               19

   HUSBAND AND WIFE                                             55
                          0          20                40           60         80        100
                                                            PERCENT




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


                   80
       PERCENT



                   60            56
                            42
                   40

                                                                        23 21
                   20                    18               17 15
                                               8
                    0
                         HUSBAND AND    FRIENDS      SELF(SINGLE)      FAMILY
                            WIFE


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

                   100


                    80       77
         PERCENT




                    60


                    40
                                        26
                    20                              16
                                                                  7          3
                     0
                          DOESN'T     SUMMER       FALL       WINTER     SPRING
                          MATTER


 The average party size for visitors from Florida was 2.5.
 12% of the visitors from Florida traveled with children age 12 and younger.
 17% 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

                                                            17
               20            12        12
                                                                      5
                0
                            CHILDREN                       TEENAGERS

 36% traveled with friends/relatives; 50% met friends/relatives in Daytona Beach.
 Visitors from Florida said additional reasons to take a trip are: 23% said government/
  company business, 16% said to meet a cruise, and 26% said convention/trade show.
 100% of the visitors from Florida traveled by auto.



                    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 2.4.
 The average number of days spent in Daytona Beach was 2.4.
 The average amount of money spent in Daytona Beach per day, without lodging, by
  visitors’ from Florida immediate party was about $70.
 95% of visitors from Florida made advanced reservations, with the average time in
  advance was about six weeks.
 55% of visitors from Florida did not use a professional travel service.
      o 31% used an Internet travel service.
      o 13% used a travel agency.
      o 1% used an auto club.




                     VISITORS WHO MADE ADVANCED
                            RESERVATIONS:

               100             95                             91

               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:


                      MORE EXPENSIVE        0



                       LESS EXPENSIVE       2


                         ABOUT WHAT I
                                                                          98
                          EXPECTED


                                        0       20       40    60    80    100
                                                         PERCENT



         While in Daytona Beach, 44% 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.
         2% 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                                     86
                   FULL OF ACTIVITIES/THINGS TO DO                                92
             THE IDEAL VACATION DESTINATION FOR A
                            FAMILY                                                    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




                                                                                                 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
                                                  50

 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                           40

A GOOD PLACE TO GET SOME PEACE
                                                                   99
          AND QUIET


     SO ENJOYABLE I'LL DEFINITELY
              RETURN
                                                                 100

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
                            OFTEN TRAVEL WITH CHILDREN            18
                                     USUALLY PLAY GOLF             24
              REALLY STICK TO A BUDGET WHEN EATING OUT               25
               REALLY LIKE TO RETURN TO FAMILIAR PLACES                32
            PREFER THE MORE ECONOMICAL HOTELS/MOTELS                   34
             HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                            DESTINATIONS                                      47
                  GENERALLY PREFER BEACH DESTINATIONS                              59
          OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                          DESTINATION                                                        95
               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                                    8%          Family Circle
26%   Readers Digest                                  5%          Business Week
22%   Modern Maturity                                 4%          Money Magazine
12%   AAA Magazine                                    4%          US News & World Report
12%   People Magazine                                 3%          Better Homes & Garden
11%   Sports Illustrated                              3%          Good Housekeeping
10%   Ladies Home Journal                             3%          National Geographic
10%   Southern Living                                 2%          Cosmopolitan
10%   Time                                            2%          Various others
 9%   Golf magazines – various                        1%          News Week
 8%   Car magazines – various                         1%          TV Guide




                                                                                                    27
                ACTIVITIES DONE BY VISITORS FROM
                          FLORIDA WERE:
            MINIATURE GOLF    1
            KENNEDY SPACE
                CENTER
                              1
              DAYTONA DOG
                 RACES
                              1
        SIGHTSEEING/WATER
              CRUISE THE
                              1
            DRIVING ON
                 BEACH
                              2
                SOFTBALL
              TOURNAMENTS
                               3
                CAR SHOWS       5
               PLAYED GOLF      6
               FLEA MARKET       7
               OCEAN WALK         9
                DAYTONA
             USA/SPEEDWAY
                                  10
              VOLUSIA MALL          14
               VISITING
          FAMILY/FRIENDS IN
                                                 31
         BUSINESS MEETINGS                         36
            WALKING ON THE
                BEACH
                                                        44
                              0        20            40     60          80        100
                                                      PERCENT


 100% of the visitors from Florida would recommend Daytona Beach to others.
 56% of the visitors from Florida to complete the survey were female, 44% were male.



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

                  SEMI-SKILLED LABOR             1

                                  CLERICAL       2

                       SKILLED LABOR                 14

      PROFESSIONAL/ SELF-EMPLOYED                            25

            MID-RANGE WHITE COLLAR                           25

                                  RETIRED                     33
                                             0          20        40   60    80         100
                                                                  PERCENT




                                                                                              28
 Visitors from Florida were an average of 50 years old.
 86% of visitors from Florida were married, and 14% were single.
             VISITOR'S FORM FLORIDA ESTIMATED ANNUAL
           INCOME FROM ALL SOURCES BEFORE TAXES WAS:

     OVER $100,000      2
  $90,000 - $100,000   0
   $80,000 - $90,000   0
   $70,000 - $80,000   1
   $60,000 - $70,000   0
   $50,000 - $60,000        6
   $40,000 - $50,000                 20
   $30,000 - $40,000            11
   $20,000 - $30,000   1
   $10,000 - $20,000   0
    UNDER $10,000      0
          REFUSED                                             59
                       0             20            40     60             80    100
                                                PERCENT
                                     MEAN INCOME: $46,600




            THE RACIAL/ETHNIC GROUP FOR VISITORS FROM
                            FLORIDA IS:


             NATIVE AMERICAN              0

                 ASIAN/PACIFIC
                                          0
                   ISLANDER

               BLACK/AFRICAN
                                          1
                 AMERICAN

                           HISPANIC       2

                       CAUCASIAN                                        97

                                      0       20        40   60    80    100
                                                        PERCENT




                                                                                     29
NOVEMBER 2010 DAYTONA BEACH POINTS OF ORIGIN
   41%    Florida                  1%    Maryland                  Tr.   Iowa
    6%    Georgia                  1%    Massachusetts             Tr.   Kansas
    5%    Ohio                     1%    Minnesota                 Tr.   Louisiana
    4%    New York                 1%    New Jersey                Tr.   Maine
    4%    North Carolina           1%    South Carolina            Tr.   Mississippi
    3%    California               1%    Tennessee                 Tr.   Missouri
    3%    Illinois                 1%    Texas                     Tr.   Nevada
    3%    Virginia                 1%    West Virginia             Tr.   New Hampshire
    2%    Connecticut              1%    Wisconsin                 Tr.   Oklahoma
    2%    Kentucky                 Tr.   Alabama                   Tr.   Oregon
    2%    Michigan                 Tr.   Arizona                   Tr.   Utah
    2%    Pennsylvania             Tr.   Arkansas                  Tr.   Washington
    1%    Indiana                  Tr.   Colorado                  Tr.   Wyoming

       TOTAL U.S.A. 91%

       CANADA (5% of the total)

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

       FOREIGN (4% of the total)

      2%    U.K.                                     Tr. France
      1%    Germany                                  Tr. New Zealand
      Tr.   Italy                                    Tr. Russia
      Tr.   Sweden

       FLORIDA VISITORS (by percent of Florida total)

   28%    Orlando, Daytona Beach, Melbourne, Leesburg, Ocala
   23%    Tampa, St. Petersburg, Clearwater, Sarasota, Lakeland, Winter Haven
   20%    Jacksonville
   10%    Miami, Fort Lauderdale, The Keys
    9%    West Palm Beach, Fort Pierce, Vero Beach, St. Lucie, Boca Raton
    6%    Gainesville
    3%    Ft. Myers, Naples
    1%    Tallahassee
    Tr.   Panama City
    Tr.   Pensacola, Ft. Walton Beach




                                                                                         30

				
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