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Minneapolis – St. Paul Visitor Count and Profile
Kevin Hanstad
May 16, 2013
Minneapolis Visitors
35+ years of age Earn up to $100,000 Half are one adult traveling alone
However, the average traveling party is 1.9 persons Only 15% bring children along
One-half are from Minnesota A quarter are from the bordering states of Wisconsin,
Iowa and the Dakotas Half are visiting for the day only Eight out of ten travel by automobile for an average of 311 miles one-way 73% make return visits
6.9 visits on average across a three-year period
2
Minneapolis Visitors (Continued)
80% visit for leisure and 20% for business Stay for three nights on average if an overnight trip Spend $80 per person per day Participate in four key activities
Sports (professional, winter and amateur) Shopping Friends and Family Events (weddings, funerals, holidays, reunions and graduations) Family Entertainment (zoo, aquarium, and amusement / water parks)
3
Visitors to Minneapolis – St. Paul (Millions)
2010 2011 20120
5
10
15
20
25
30
25.326.8 27.9
Source: D.K. Shifflet & Associates, Ltd. 4
+ 6.1% + 4.1%
Leisure Visitors to Minneapolis – St. Paul (Millions)
2010 2011 20120
5
10
15
20
25
18.419.5 20.3
Source: D.K. Shifflet & Associates, Ltd. 5
+ 6.1%+ 4.1%
Visitor Spending in Minneapolis – St. Paul (Millions)
2010 2011 2012 $-
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$5,919 $6,524 $6,885
Source: D.K. Shifflet & Associates, Ltd. 6
+ 10.2%+ 5.5%
Leisure Visitor Spending in Minneapolis – St. Paul (Millions)
2010 2011 2012 $-
$1,000
$2,000
$3,000
$4,000
$5,000
$4,024 $4,483
$4,738
Source: D.K. Shifflet & Associates, Ltd. 7
+ 11.4%+ 5.7%
Age of Visitors
18 to 34 35 to 54 55+0%
10%
20%
30%
40%
50%
26%
37% 36%
28%
40%
32%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 8
73% are 35+ Years of Age
Average Age of Visitors
Average Age0
10
20
30
40
50
47.6 46.2
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 9
Generation of Visitors
Millennials GenX Boomers Silent0%
10%
20%
30%
40%
18%
32%34%
16%
20%
31%
35%
13%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 10
Income of Visitors
< $25K $25-$49K $50-$74K $75-$99K $100-$149K $150-$199K $200K+
-10%
0%
10%
20%
30%
12%
24%
18%20%
18%
5%
2%
13%
21%19%
15%
21%
6%4%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 11
74% Earn Up to $100,000
Average Income of Visitors
Average Income $-
$20,000
$40,000
$60,000
$80,000
$100,000 $79,870
$84,312
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 12
Marital Status of Visitors
Married Single Divorced, Widowed, Separated0%
10%
20%
30%
40%
50%
60%
70%
80%
72%
17%
11%
71%
18%
11%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 13
Household Size
One Person Two Persons Three Persons Four Persons Five or More Persons0%
10%
20%
30%
40%
50%
13%
40%
13%
19%
15%
9%
37%
19%20%
16%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 14
Average Size of Household
Average Size of Household0
1
2
3
4
2.9 3.1
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 15
Presence of Children in the Household
Yes No0%
10%
20%
30%
40%
50%
60%
70%
34%
66%
40%
60%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 16
Occupation of Visitors
0%
10%
20%
30%
40%
29%
16%
8%
17%19%
10%
25%
17%
3%
19%17%
19% MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 17
Education of Visitors
No College Attended College College Degree Post College Degree0%
10%
20%
30%
40%
30%
34%
25%
12%
34%
31%
21%
14%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 18
State of Origin
47%
13%
6%
5%
3%
2%
2%
2%2%2%1%
1%1%
1%1%
11%
MinnesotaWisconsinIllinoisIowaNorth DakotaTexasSouth DakotaCaliforniaWashingtonNew YorkColoradoTennesseeMissouriFloridaArizonaAll Other
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 19
70% of Visitors are From the Five State Area
20Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based”
City of Origin
5%
4%
4%
4%
3%
2%
2%
2%
2%2%
2%2% 2% 2%
Minneapolis-St. Paul
Duluth-Superior
Chicago
Rochester-Austin - Mason City
Fargo-Valley City
Mankato
Madison
Milwaukee
New York City
Nashville
Cedar Rapids-Waterloo-Iowa City-Dubuque
Sioux Falls-Mitchell
Seattle-Tacoma
La Crosse-Eau Claire
Des Moines-Ames
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 21
38%
Mode of Transportation
84%
11%
3% 2% 1%
AutoAirBusOtherTrain
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 22
One Way Distance Traveled by Automobile
100 or Less 101 to 200 201 to 300 301 to 500 501 to 700 701 to 1,000 1,001 +0%
10%
20%
30%
40%
36%
23%
14%
10%
3%5%
10%
Miles
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 23
Average = 311 Miles
Traveling Party
27%
7%
5%
15%
One AdultOne Male and One FemaleTwo Males or Two FemalesThree or More AdultsChildren Present
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 24
46%
1.9 Persons on Average
Length of Trip
Day Trip One Night Two Nights Three Nights Four - Seven Nights Eight + Nights0%
10%
20%
30%
40%
50%
46%
17%15%
8%10%
4%
49%
14%12%
8%
12%
5%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 25
Length of Stay
Day Trip One Night Two Nights Three Nights Four - Seven Nights Eight + Nights0%
10%
20%
30%
40%
50%
46%
23%
14%
8% 8%
1%
49%
19%
13%
8% 9%
2%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 26
Average Number of Nights on Overnight Trips
Average Number of Nights on Overnight Trips0
1
2
3
4
3.0 3.8
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 27
Type of Accommodations
Hotel B&B, Condo, Etc. Non-Paid Accommodations Other
-10%
0%
10%
20%
30%
40%
50%
60%
52%
10%
36%
2%
59%
2%
38%
1%
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 28
Purpose of Visit
78%
22%
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 29
Leisure
Business
Purpose of Visit
30%
14%
13%
13%
10%
10%
4%3% 1% 2%
Visit Friends/RelativesOther Leisure / PersonalSpecial Event (Celebration/Reunion)Transient BusinessGetaway WeekendGroup MeetingOvernight VacationDay TripMedical/Health CareAll Other
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 30
Number of Visits in Past Three Years
One Visit Two to Three Visits Four to Nine Visits Ten to 19 Visits 20+ Visits0%
10%
20%
30%
40%
27%
29%
22%
15%
8%
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 31
74% Return Rate
6.9 Visits on
Average
Expenditures Per Person Per Day
Total Including Transportation Total Excluding Transportation$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$118
$79
$114
$79
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Days Based” 32
Primary Activities
0%
10%
20%
30%
40%
50%
41%
34%
26%
21%
18% 17%
9% 8%6%
Primary Activities
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based” 33
Visit
Frie
nds/
Relat
ives
Shopp
ing
Culin
ary/
Dinin
g Exp
erie
nce
Other
Conce
rts, T
heat
re, D
ance
Tour
ing/
Sight
seei
ng
Mov
ies
Holid
ay C
eleb
ratio
n
Mus
eum
s, A
rt Exh
ibits
Night
life
Profe
ssio
nal S
ports
Eve
nt
Them
e/Am
usem
ent/W
ater
Par
ks
Parks
Zoo/
Aquar
ium
Wed
ding
Fest
ival
s/Fa
irs
Beach
/Wat
erfro
nt
Amat
eur S
ports
(Atte
nd/P
artic
ipat
e)
Reuni
on/G
radu
atio
n
Bikin
g
Gambl
ing
Histo
ric S
ites
Wild
life
Viewin
g
Hikin
g
Med
ical
/Hea
lth/D
octo
r Vis
it
Servi
ce/V
olun
teer
ism
/Cha
rity
Fune
ral/M
emor
ial
Snow/W
inte
r Spo
rts
Golfin
g
Real E
stat
e (B
uy/S
ell)
Boatin
g/Sai
ling
Relig
ious
Con
fere
nce
Fish
ing
Wat
er S
ports
Eco/S
usta
inab
le T
rave
l
Win
ery/
Distil
lery
/Bre
wery
Tour
sSpa
0%
5%
10%
15%
20%
25%
30%27%
25%
20%
12%
9%
6% 6%5% 5% 5%
4% 4% 4% 4%3% 3% 3%
2% 2% 2% 2% 2% 2% 2% 2% 2% 2%1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Series 1Primary Activities
34
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based”
Profe
ssio
nal S
ports
Eve
nt
Wed
ding
Snow/W
inte
r Spo
rts
Fune
ral/M
emor
ial
Zoo/
Aquar
ium
Shopp
ing
Amat
eur S
ports
(Atte
nd/P
artic
ipat
e)
Them
e/Am
usem
ent/W
ater
Par
ks
Holid
ay C
eleb
ratio
n
Reuni
on/G
radu
atio
n
Visit
Frie
nds/
Relat
ives
Conce
rts, T
heat
re, D
ance
Bikin
g
Culin
ary/
Dinin
g Exp
erie
nce
Med
ical
/Hea
lth/D
octo
r Vis
it
Mus
eum
s, A
rt Exh
ibits
Fest
ival
s/Fa
irs
Night
life
Golfin
g
Tour
ing/
Sight
seei
ng
Win
ery/
Distil
lery
/Bre
wery
Tour
s
Gambl
ing
Histo
ric S
ites
0
50
100
150
200
250
300
350
299
178 171
152136
121113 112 110 109 109 105 101
9379 76 75
61 57 52 46 4332
Series 1Primary Activities Indexed to USA
35Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based”
Profe
ssio
nal S
ports
Eve
nt
Wed
ding
Snow/W
inte
r Spo
rts
Fune
ral/M
emor
ial
Zoo/
Aquar
ium
Shopp
ing
Amat
eur S
ports
(Atte
nd/P
artic
ipat
e)
Them
e/Am
usem
ent/W
ater
Par
ks
Holid
ay C
eleb
ratio
n
Reuni
on/G
radu
atio
n
Visit
Frie
nds/
Relat
ives
Conce
rts, T
heat
re, D
ance
Bikin
g
Culin
ary/
Dinin
g Exp
erie
nce
Med
ical
/Hea
lth/D
octo
r Vis
it
Mus
eum
s, A
rt Exh
ibits
Fest
ival
s/Fa
irs
Night
life
Golfin
g
Tour
ing/
Sight
seei
ng
Win
ery/
Distil
lery
/Bre
wery
Tour
s
Gambl
ing
Histo
ric S
ites
0
50
100
150
200
250
300
350
299
178 171
152136
121113 112 110 109 109 105 101
9379 76 75
61 57 52 46 4332
Series 1Primary Activities Indexed to USA
36Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Stays Based”
Destination Rating (Ten-Point Scale: 1 = “Poor” and 10 = “Excellent”)
Overall Satisfaction0
1
2
3
4
5
6
7
8
9 8.5
8.3
MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 37
Month Trip Started
Ja Feb MApril
May
July Au
Sep Oct No De0%
10%
20%
7%6%
7% 7% 7%
11%12%
10%
8%
10%
7%
10%
6%7%
8% 8% 8%
10% 10% 10%
7%8% 8%
10%MSPUSA
Source: D.K. Shifflet & Associates, Ltd., Calendar Year 2011, “Person-Stays Based” 38