DAYTONA BEACH VISITOR PROFILE

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					DAYTONA BEACH VISITOR
PROFILE
July 2003




Prepared for The Halifax Area Advertising Authority

By:
Table of Contents


OUT OF STATE VISITORS.......................................................................................................... 1
  July, 2003 Daytona Beach Visitor Profile .................................................................................. 1
  Satisfaction with Daytona Beach ................................................................................................ 8
FLORIDA VISITORS .................................................................................................................. 13
  July 2003 Daytona Beach Visitor Profile ................................................................................. 13
  Satisfaction with Daytona Beach .............................................................................................. 20
JULY 2003 DAYTONA BEACH POINTS OF ORIGIN ............................................................ 24




                                                                                                                                    ii
OUT OF STATE VISITORS
July, 2003 Daytona Beach Visitor Profile


        ♦ For 25% of the out of state visitors, this was their first visit ever to the Daytona Beach
          Resort Area.
        ♦ 98% 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.
        ♦ 56% of the out of state visitors have stayed in the same lodging before.

                                                     FIRST TIME VISITORS

                         100


                          80
               PERCENT




                          60

                                               38
                          40

                                                                                20
                          20


                          0
                                         JULY 2002                        JULY 2003

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




                                                                                                       1
           REASONS FOR OUT OF STATE VISITORS TO
              CHOOSE DAYTONA BEACH WERE:
               PESI 400/SPEEDWAY                 17
        TIMESHARE OWNER/OFFER            5
   STOPOVER/GOING ELSEWHERE              5
         PERSONAL EVENT/OTHER        1
            MEETING/CONVENTION           5
                         BUSINESS                17
BEEN TO DAYTONA BEACH BEFORE                                32
                              GOLF       5
     FAMILY/FRIENDS IN THE AREA                        24
  CLOSE TO MAJOR ATTRACTIONS                 9
                           FISHING   1
                         WEATHER                                 39
                            BEACH                                      53
                  CLOSE TO HOME              9
                                     0            20             40         60      80   100
                                                                  PERCENT




                REASONS FOR VISITORS TO CHOOSE
                    DAYTONA BEACH WERE:
                   JULY 2002                                            JULY 2003
                                                 14
             PEPSI 400/SPEEDWAY                  19
                                      4
        TIMESHARE OWNER/OFFER          5
                                      4
    STOPOVER/GOING ELSEWHERE          4
                                     3
          PERSONAL EVENT/OTHER 2
                                           10
            MEETING/CONVENTION              12
                                                18
                        BUSINESS             13
                                                    26
 BEEN TO DAYTONA BEACH BEFORE                    19
                                       5
                             GOLF     4
                                                        32
     FAMILY/FRIENDS IN THE AREA                      27
                                        6
   CLOSE TO MAJOR ATTRACTIONS               12
                                   1
                          FISHING 0
                                                         34
                        WEATHER                             39
                                                                  48
                           BEACH                               44
                                             13
                 CLOSE TO HOME           7

                                     0               40
                                                      20       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:

                         INTERNET                               52
                       BILLBOARDS               22
                       BROCHURES               17
     EDUCATIONAL INSTITUTION        0
                      NEWSPAPERS    0
                       TELEVISION                    30
                       MAGAZINES               17
                                    0          20         40        60    80      100
                                                           PERCENT
♦ 15% of the out of state visitors asked for information before coming.
♦ 19% used the Internet to plan their trip to Daytona Beach.
♦ 17% used the Internet to choose a place to stay.
♦ 11% used the Internet to make reservations.
♦ 12% used the Internet for other purposes regarding this trip to Daytona Beach such as:
  finding general information about the area, information on local restaurants, lodging
  information/reservations, flight information/reservations, car rental
  information/reservations, traveling directions/maps, and/or information on real estate.
♦ 32% of the out of state visitors take more than one vacation per year.
                     OUT OF STATE VISITORS VACATION IN:

               100

                        83
               80                                              79

                                         63
               60                                                          54
     PERCENT




               40


               20


                0
                     SUMMER             FALL              WINTER         SPRING



                                                                                            3
              OUT OF STATE VISITORS ALSO VACATION IN:

                    OTHER AREAS IN THE USA                21
                                FL-DAYTONA               13
                                        HAWAII       4
                                        CA/AZ         8
              S.E IN GENERAL (GA,NC,SC,ETC.)         4
    N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.)         4
                      NO USUAL DESTINATION                               46
                        BEACHES IN GENERAL           4
                        FLORIDA IN GENERAL                21
                                                 0        20        40        60        80    100
                                                                    PERCENT
♦ Less than half, 45%, of the out of state visitors have taken another warm weather
  vacation in the past five years.

               OTHER WARM WEATHER DESTINATIONS
              VISITED BY OUT OF STATE VISITORS ARE:

                 MYRTLE BEACH           3
       OTHER-OUTSIDE THE USA                         21
              OTHER-IN THE USA                                38
                           HAWAII            15
                      CARIBBEAN                      21
                     CALIFORNIA                               38
                         FLORIDA             15
                                    0            20            40        60        80        100
                                                               PERCENT




                                                                                                    4
                 THE DECISION TO VISIT DAYTONA BEACH FOR
                   OUT OF STATE VISITORS WAS MADE BY:

HUSBAND AND WIFE                                               65

           SELF(SINGLE)                   28

                  FRIENDS       3

                     WIFE       1

                 HUSBAND        3

                   FAMILY   0
                            0       20         40         60         80       100
                                                PERCENT




                   OUT OF STATE VISITORS SAID THEIR
                         VACATION WAS FOR:
           100


           80
 PERCENT




           60


           40         37                 36

           20                                        19
                                                                          8
            0
                 HUSBAND AND        FAMILY      SELF(SINGLE)        FRIENDS
                    WIFE




                                                                                    5
                                DAYTONA BEACH VACATION WAS FOR:
                                    JULY 2002                                      JULY 2003
                           100


                               80
                 PERCENT




                               60


                               40
                                       41 39
                                                         32 32
                               20                                             20
                                                                         14               14
                                                                                                9
                               0
                                    HUSBAND AND          FAMILY      SELF(SINGLE)        FRIENDS
                                        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

                                                                                                 59
       PERCENT




                       60

                                      41
                       40


                       20
                                                                    9
                                                     3                             1
                           0
                                SUMMER            FALL         WINTER         SPRING        DOESN'T
                                                                                            MATTER

♦ The average party size for out of state visitors was 2.73.
♦ 24% of out of state visitors traveled with children age 12 and younger.
♦ 23% of out of state visitors traveled with teenagers.




                                                                                                       6
                       DAYTONA BEACH VACATION WAS FOR:
                         JULY 2002                                   JULY 2003
                 100


                  80
       PERCENT




                  60


                  40
                                             25
                  20
                                 18                               17       17

                  0
                         TRAVELED WITH CHILDREN           TRAVELED WITH TEENAGERS

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

♦ 8% traveled with friends/relatives; 24% met friends/relatives in Daytona Beach.
♦ Out of state visitors said additional reasons to take a trip are: 81% said government/
  company business, 65% said convention/trade show, and 16% said to meet a cruise.
♦ 28 % of out of state visitors traveled by air, and 72% by auto.
♦ For those out of state visitors that traveled by air:
     o 53% landed in Daytona Beach.
     o 42% landed in Orlando.
     o 5% landed some place else.
♦ 38% of the out of state visitors that flew into Orlando said that it was inconvenient.
                  THE MAIN DESTINATION FOR OUT OF STATE
                              VISITORS WAS:
          WEST COAST OF
                                     4
             FLORIDA

           SOUTH FLORIDA             5

                       ORLANDO           8

        DAYTONA BEACH                                                     77
                   NO MAIN
                                     4
                 DESTINATION

                                 0           20      40         60         80        100
                                                       PERCENT



                                                                                           7
        ♦ The average number of days out of state visitors spent away from home was 6.53.
        ♦ The average number of days spent in Daytona Beach was 4.09.
        ♦ The average amount of money spent in Daytona Beach per day, without lodging, by out
          of state visitors’ immediate party was between $125 and $130.
        ♦ 92% of out of state visitors made advanced reservations, with the average time in
          advance being between eight and nine weeks.
        ♦ 78% of out of state visitors did not use a professional travel service.
              o 13% used an Internet travel service.
              o 9% used a travel agent.


Satisfaction with Daytona Beach


                     OUT OF STATE VISITORS FOUND DAYTONA
                                 BEACH TO BE:

                                            CLEAN       1

             TOO COSTLY TO DRIVE/PARK ON THE
                                                    0
                         BEACH

                                 MORE EXPENSIVE         3

                                  LESS EXPENSIVE        5

                        ABOUT WHAT I EXPECTED                                       92

                                                    0       20   40     60     80    100
                                                                 PERCENT



        ♦ While in Daytona Beach, 7% of the out of state visitors took advantage of a room with a
          kitchenette.
        ♦ 4% of out of state visitors paid the fee to drive or park on the beach.
        ♦ 4% of out of state visitors paid the fee to park in the parking garage.




                                                                                                    8
            OUT OF STATE VISITORS SAID THAT
                 DAYTONA BEACH WAS:

                 A FAMILY ORIENTED AREA                                       94
            IMPORTANT FOR PLAYING GOLF         5
EASY ACCESS TO THE BEACH FROM MY HOTEL                                        99
      A GOOD VALUE FOR THE MONEY SPENT                                        95
    THE IDEAL VACATION DESTINATION FOR A
                   FAMILY                                                     92
         FULL OF ACTIVITIES/THINGS TO DO                                      93
                    CLEAN AND BEAUTIFUL                                       97
                                           0        20        40    60   80    100
                                                              PERCENT



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

     THE BEACH WOULD BE MORE                                   40
   ENJOYABLE WITHOUT CARS ON IT

BEING ABLE TO DRIVE ON THE BEACH                   10
         WAS IMPORTANT

 BEING WITHIN A DAYS TRAVEL WAS                                          75
           IMPORTANT

 BEING NEAR TOURIST ATTRACTIONS                          24
         WAS IMPORTANT

                                           0        20        40    60   80    100
                                                              PERCENT




                                                                                     9
                OUT OF STATE VISITORS SAID THAT
                     DAYTONA BEACH WAS:


         SO ENJOYABLE I'LL DEFINITELY                                                    82
                  RETURN

   A GOOD PLACE TO GET SOME PEACE                                                             94
             AND QUIET

  VERY WELCOMING TO TOURISTS AND
                                                                                              97
            VISITORS

   HIGHLY RECOMMENDED BY FRIENDS                                25
            BEFORE I CAME

                                                      0    20        40    60        80       100
                                                                     PERCENT



                ON PLEASURE TRIPS OUT OF STATE
                          VISITORS:
PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS       6
        LOOK FOR ESCAPE, RELAXATION, CHANGE OF
            SCENERY, EDUCATIONAL ASPECTS
                                                                                               98
  OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                  DESTINATION                                                                  95
                    OFTEN TRAVEL WITH CHILDREN                        43
       REALLY LIKE TO RETURN TO FAMILIAR PLACES                                     70
     HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                    DESTINATIONS                           21
          GENERALLY PREFER BEACH DESTINATIONS                             49
      REALLY STICK TO A BUDGET WHEN EATING OUT            15
                            USUALLY PLAY GOLF             13
   PREFER THE MORE ECONOMICAL HOTELS/MOTELS                          40
                                                  0        20        40        60        80    100
                                                                     PERCENT




                                                                                                     10
   ♦ Magazines received and read by members of out of state visitors’ households are:

41% No magazines                                                           5% National Geographic
19% Readers Digest                                                         5% US News and World Report
16% AAA                                                                    3% Cosmopolitan
16% People                                                                 3% Women’s Day
16% TV Guide                                                               1% Christian Women
15% Better Homes and Gardens                                               1% Country Living
15% Sports Illustrated                                                     1% ESPN Magazine
13% Time                                                                   1% Fishing magazines - various
11% Car magazines – various                                                1% Hunting/Gun magazines - various
 9% Southern Living                                                        1% Money Magazine
 7% Business Week                                                          1% More Magazine
 5% Golf magazines-various                                                 1% NASCAR Magazine
 5% Good Housekeeping                                                      1% Parenting
 5% Modern Maturity                                                        1% Women’s Journal



                  ACTIVITIES DONE BY OUT OF STATE VISITORS WERE:
                                      JET SKIING   1
                                   PARA SAILING      3
                                    PONCE INLET     3
                                    BOARDWALK       3
                                   LIGHT HOUSE     1
                                        FISHING    1
                                          BEACH    1
                               GO KART RACING      1
                            BUSINESS/MEETINGS                  12
                                    OCEAN WALK                   16
                                   FLEA MARKET     1
                       KENNEDY SPACE CENTER        1
                                  VOLUSIA MALL                   18
                        WALKING ON THE BEACH                                                     88
                                   PLAYED GOLF             7
                         SUN CRUISE/GAMBLING        3
                                MINIATURE GOLF       5
                         DRIVING ON THE BEACH        4
                                 ST. AUGUSTINE         7
                          DAYTONA DOG RACES          5
                                        MUSEUM     1
                       SPEEDWAY/DAYTONA USA                           22
                                     SEA WORLD     1
                             UNIVERSAL STUDIO          4
                               ANIMAL KINGDOM          4
                                  MGM STUDIOS          4
                                          EPCOT            8
                                MAGIC KINGDOM          5
           VISITING FAMILY/FRIENDS IN THE AREA                        23

                                                   0              20         40      60     80        100
                                                                              PERCENT




                                                                                                                11
♦ All of the out of state visitors would recommend Daytona Beach to others.
♦ 56% of the out of state visitors to complete the survey were female, 44% were male.


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

                                RETIRED           9
                     UNSKILLED LABOR          1
                   SEMI-SKILLED LABOR             8
                        SKILLED LABOR             9
                               CLERICAL       1
             MID-RANGE WHITE COLLAR                        33
      PROFESSIONAL/ SELF-EMPLOYED                          37
                                          0           20    40   60   80     100
                                                            PERCENT




♦ Out of state visitors were an average of 47 years old.
♦ 85% of out of state visitors were married, and 15% were single.
♦ The average household total annual income from all sources before taxes for out of state
  visitors was between $45,000 and $50,000.




                                                                                         12
FLORIDA VISITORS
July 2003 Daytona Beach Visitor Profile

        ♦ For 10% of the visitors from Florida, this last visit was their first ever to the Daytona
          Beach Resort Area.
        ♦ All of the repeat visitors from Florida have stayed in the Daytona Beach Area overnight
          or longer more than once during the past five years.
        ♦ 56% of the visitors from Florida have stayed at the same lodging before.



                                            FIRST TIME VISITORS

                     100


                     80


                     60
           PERCENT




                     40
                                                                        25
                     20               10

                      0
                           FLORIDA VISITORS                OUT OF STATE VISITORS




                                                                                                  13
         REASONS TO CHOOSE DAYTONA BEACH WERE:
          FLORIDA VISITORS                                           OUT OF STATE VISITORS

           PEPSI 400/SPEEDWAY                     17
                                             8
      TIMESHARE OWNER/OFFER              5
                                     3
   STOPOVER/GOING ELSEWHERE      5
                               3
        PERSONAL EVENT/OTHER 1
                                 5
          MEETING/CONVENTION     5
                                                   18
                     BUSINESS                     17
                                                    20
BEEN TO DAYTONA BEACH BEFORE                                    32
                                                 15
                         GOLF            5
                                         5
    FAMILY/FRIENDS IN THE AREA                             24
                                                                            48
  CLOSE TO MAJOR ATTRACTIONS 0               9
                      FISHING 01
                    WEATHER                                          39
                                                           25
                       BEACH                                                     53
                                                                     38
               CLOSE TO HOME                 9
                                                      20

                                 0                    20             40               60    80   100
                                                                          PERCENT




            VISITORS FROM FLORIDA REMEMBER
          SEEING ADS FOR DAYTONA BEACH IN/ON:

                   INTERNET          0
                BILLBOARDS                                  25
                BROCHURES            0
EDUCATIONAL INSTITUTION              0
               NEWSPAPERS                                                    50
                 TELEVISION                                                  50
                 MAGAZINES                                                                 75
                                 0                    20             40               60    80   100
                                                                          PERCENT




                                                                                                       14
♦ 5% of the visitors from Florida asked for information before coming.
♦ 8% of the visitors from Florida used the Internet to plan their trip to Daytona Beach.
♦ 5% of the visitors from Florida used the Internet to choose a place to stay.
♦ 3% of the visitors from Florida used the Internet to make reservations.
♦ 3% 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.
♦ Less than half, 48%, of the visitors from Florida take more than one vacation per year.

                      VISITORS FROM FLORIDA VACATION IN:

              100          95
                                                                     89
              80


              60                                53
    PERCENT




                                                                                    53

              40


              20


               0
                      SUMMER                 FALL                  WINTER         SPRING

                    VISITORS FROM FLORIDA ALSO VACATION IN:

                           OTHER OUTSIDE THE USA          5
                                 OTHER IN THE USA              21
                    S.E. IN GENERAL (GA,NC,SC,ETC.)       5
       N.E. IN GENERAL (NY,NJ,NEW ENGLAND,ETC.)           5
                            NO USUAL DESTINATION                             63
                              BEACHES IN GENERAL          5
                              FLORIDA IN GENERAL              16
                                                      0       20      40    60     80      100
                                                                      PERCENT




                                                                                                 15
♦ More than half, 60%, of the visitors from Florida have taken another warm weather
  vacation in the past five years.

              OTHER WARM WEATHER DESTINATIONS
             VISITED BY VISITORS FROM FLORIDA ARE:

       OTHER-OUTSIDE THE USA                              30
         OTHER-INSIDE THE USA                             30
               MEDITERRANEAN                4
                              HAWAII            9
                     CARIBBEAN                                  43
                     CALIFORNIA                     17
                          FLORIDA               9
                                       0            20         40     60        80   100
                                                               PERCENT



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

   HUSBAND AND WIFE                                                        68

          SELF(SINGLE)                               33

               FRIENDS    0

                   WIFE   0

              HUSBAND     0

                FAMILY    0
                          0                20             40         60         80         100
                                                           PERCENT




                                                                                                 16
                        VISITORS FROM FLORIDA SAID THEIR
                               VACATION WAS FOR:
                   FLORIDA VISITORS                       OUT OF STATE VISITORS
                 100


                  80
       PERCENT




                  60

                          43
                  40           37               36
                                           25              23 19
                  20
                                                                        10 8
                   0
                       HUSBAND AND      FAMILY        SELF(SINGLE)     FRIENDS
                          WIFE


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

                 100


                 80
                                                                           80
      PERCENT




                 60


                 40

                          20
                 20                                  15
                                       0                           3
                  0
                       SUMMER        FALL        WINTER       SPRING    DOESN'T
                                                                        MATTER


♦ The average party size for visitors from Florida was 2.50.
♦ 28% of visitors from Florida traveled with children age 12 and younger.
♦ 5% of the visitors from Florida traveled with teenagers.




                                                                                  17
                             VISITORS TRAVELED WITH:
                    FLORIDA VISITORS               OUT OF STATE VISITORS

              100


              80


              60
    PERCENT




              40
                             28
                                         24                          23
              20
                                                            5
               0
                            CHILDREN                     TEENAGERS

♦ 8% traveled with friends/relatives; 48% met friends/relatives in Daytona Beach.
♦ Visitors from Florida said additional reasons to take a trip are: 74% said government/
  company business, 39% said to meet a cruise, and 35% said convention/trade show.
♦ All of the visitors from Florida traveled by auto.


                    THE MAIN DESTINATION FOR VISITORS FROM
                                 FLORIDA WAS:

              FLORIDA IN GENERAL     0
                     SOUTH FLORIDA       3
    EAST COAST OF FLORIDA            0
    WEST COAST OF FLORIDA            0
                          ORLANDO    0
                    DAYTONA BEACH                                               98
                                     0        20   40        60        80        100
                                                    PERCENT




                                                                                           18
♦ The average number of days visitors from Florida spent away from home was 3.18.
♦ The average number of days spent in Daytona Beach was 2.45.
♦ The average amount of money spent in Daytona Beach per day, without lodging, by
  visitors’ from Florida immediate party was between $115 and $120.
♦ 93% of visitors from Florida made advanced reservations, with the average time in
  advance being between six and seven weeks.
♦ 95% of visitors from Florida did not use a professional travel service.
      o 3% used a travel agent.
      o 3% used an Internet travel service.


                     VISITORS WHO MADE ADVANCED
                            RESERVATIONS:

              100
                             93                              92

              80
    PERCENT




              60


              40


              20


               0
                    FLORIDA VISITORS           OUT OF STATE VISITORS




                                                                                      19
Satisfaction with Daytona Beach

                     VISITORS FROM FLORIDA FOUND DAYTONA
                                 BEACH TO BE:

                                            CLEAN       3

             TOO COSTLY TO DRIVE/ PARK ON THE
                                                    0
                         BEACH

                                 MORE EXPENSIVE     0

                                 LESS EXPENSIVE         3

                         ABOUT WHAT I EXPECTED                                      98

                                                    0       20   40    60     80    100
                                                                 PERCENT
        ♦ While in Daytona Beach, 3% of the visitors from Florida took advantage of a room with a
          kitchenette.
        ♦ 3% of the visitors from Florida paid the fee to drive or park on the beach.
        ♦ 3% of visitors from Florida paid the fee to park in the parking garage.

                         VISITORS FROM FLORIDA SAID THAT
                               DAYTONA BEACH WAS:

                           A FAMILY ORIENTED AREA                                   98
                     IMPORTANT FOR PLAYING GOLF         5
               EASY ACCESS TO THE BEACH FROM MY
                            HOTEL                                                  100
               A GOOD VALUE FOR THE MONEY SPENT                                    100
            THE IDEAL VACATION DESTINATION FOR A
                           FAMILY                                                  100
                  FULL OF ACTIVITIES/THINGS TO DO                                  98
                             CLEAN AND BEAUTIFUL                                   100
                                                    0       20   40    60     80    100
                                                                 PERCENT




                                                                                              20
      IN DECIDING ON DAYTONA BEACH, VISITORS
                FROM FLORIDA SAID:

     THE BEACH WOULD BE MORE                           61
   ENJOYABLE WITHOUT CARS ON IT


BEING ABLE TO DRIVE ON THE BEACH        3
         WAS IMPORTANT


 BEING WITHIN A DAYS TRAVEL WAS                                  100
           IMPORTANT


 BEING NEAR TOURIST ATTRACTIONS         5
         WAS IMPORTANT

                                    0       20   40   60    80    100
                                                 PERCENT



          VISITORS FROM FLORIDA SAID THAT
                DAYTONA BEACH WAS:

     SO ENJOYABLE I'LL DEFINITELY                                90
              RETURN

A GOOD PLACE TO GET SOME PEACE                                    95
          AND QUIET

VERY WELCOMING TO TOURISTS AND
                                                                  98
          VISITORS

 HIGHLY RECOMMENDED BY FRIENDS              13
          BEFORE I CAME

                                    0       20   40   60    80    100
                                                 PERCENT




                                                                        21
                      ON PLEASURE TRIPS VISITORS FROM
                                 FLORIDA:

        PAID ADMISSION FEES AT OTHER BEACH DESTINATIONS       5
                LOOK FOR ESCAPE, RELAXATION, CHANGE OF
                    SCENERY, EDUCATIONAL ASPECTS                                           100
          OFTEN TRAVEL WITH FRIENDS OR MEET THEM AT MY
                          DESTINATION                                                      98
                            OFTEN TRAVEL WITH CHILDREN                    38
               REALLY LIKE TO RETURN TO FAMILIAR PLACES                               75
             HAVE PAID TO PARK NEAR THE BEACH AT OTHER
                            DESTINATIONS                             25
                  GENERALLY PREFER BEACH DESTINATIONS                            61
              REALLY STICK TO A BUDGET WHEN EATING OUT              20
                                    USUALLY PLAY GOLF               20
           PREFER THE MORE ECONOMICAL HOTELS/MOTELS                       40
                                                          0         20    40    60    80    100
                                                                          PERCENT

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

38% No magazines                                                  5% Good Housekeeping
23% Southern Living                                               5% National Geographic
23% Sports Illustrated                                            5% US News and World Report
23% TV Guide                                                      3% Biker magazines - various
20% Better Homes and Gardens                                      3% Cosmopolitan
18% Modern Maturity                                               3% Family Fun
18% Time                                                          3% Money Magazine
15% People                                                        3% News Week
15% Readers Digest                                                3% Parenting
10% Car magazines – various                                       3% Redbook
10% Golf magazines-various                                        3% Vogue
 5% AAA                                                           3% Women’s Day
 5% Business Week




                                                                                                  22
                  ACTIVITIES DONE BY VISITORS FROM
                            FLORIDA WERE:
                       CHOCOLATE FACTORY          3
                                PONCE INLET       3
                                BOARDWALK         3
                                LIGHT HOUSE       3
                            GO KART RACING        3
                         BUSINESS MEETINGS             18
                                OCEAN WALK            13
                               FLEA MARKET        3
                              VOLUSIA MALL        3
                     WALKING ON THE BEACH                                         74
                               PLAYED GOLF         5
                            MINIATURE GOLF         5
                      DRIVING ON THE BEACH        3
                       DAYTONA DOG RACES          3
                    SPEEDWAY/DAYTONA USA            10
        VISITING FAMILY/FRIENDS IN THE AREA                            49
                                              0           20     40         60     80       100
                                                                     PERCENT

♦ All of the visitors from Florida would recommend Daytona Beach to others.
♦ 63% of the visitors from Florida to complete the survey were female, 38% were male.

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

                                 REFUSED              3

                                 MILITARY             3

                                  RETIRED                       28

                          SKILLED LABOR                   13

             MID-RANGE WHITE COLLAR                             25

      PROFESSIONAL/ SELF-EMPLOYED                                30
                                                  0        20         40     60        80    100
                                                                      PERCENT
♦ Visitors from Florida were an average of 51 years old.
♦ 88% of visitors from Florida were married, and 13% were single.
♦ The average household total annual income from all sources before taxes for visitors
  from Florida was between $40,000 and $45,000.


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JULY 2003 DAYTONA BEACH POINTS OF ORIGIN
   35% Florida                       1% Connecticut
   11% Georgia                       1% Louisiana
    5% North Carolina                1% Maryland
    4% Ohio                          1% Missouri
    4% Pennsylvania                  1% New Jersey
    4% Tennessee                     1% Virginia
    3% Indiana                       1% West Virginia
    3% New York                       tr. Colorado
    3% South Carolina                 tr. Delaware
    2% Alabama                        tr. D.C.
    2% California                     tr. Kansas
    2% Illinois                       tr. Minnesota
    2% Kentucky                       tr. New Mexico
    2% Massachusetts                  tr. Rhode Island
    2% Michigan                       tr. Washington
    2% Texas                          tr. Wisconsin
    1% Arizona

      ♦ TOTAL U.S.A. 97%

      ♦ CANADA (1% of the total)

    1% Ontario
     tr. British Columbia

       ♦ FOREIGN (2% of the total)

    1% U.K.
     tr. Germany
     tr. Japan
     tr. Netherlands
     tr. Switzerland




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    ♦ FLORIDA VISITORS (by percent of Florida total)

34% Orlando, Daytona Beach, Melbourne, (Leesburg, Ocala)
17% Tampa, St. Petersburg, Clearwater, Sarasota, (Lakeland, Winter Haven)
11% Jacksonville
11% West Palm Beach, Ft. Pierce, Vero Beach, (Boca Raton, Port St. Lucie)
 9% Miami, Ft. Lauderdale, The Keys
 6% Gainesville
 6% Tallahassee
 4% Ft. Myers, Naples
 1% Panama City
 1% Pensacola, Ft. Walton Beach




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