MINNEAPOLIS ST. PAUL VISITOR COUNTS AND PROFILE Kevin Hanstad April 28, 2016
SUMMARY 32 Million People Visited Minneapolis-St. Paul in 2015 and Spent $7.5 Billion Average Age: 46 Average Income: $95,000 Average Number of Times Visited: 3 Three out of Four were from Minnesota, Wisconsin, Iowa or the Dakotas 50% were Daytrippers Those that did Stay Overnight Stayed 2.3 Nights 70% Leisure and 30% Business Spent $77 per Person per Day Key Activities: Sports, Family Events, Volunteerism, Festivals & Fairs, Shopping 2
MINNEAPOLIS- ST. PAUL VISITORS (MILLIONS) 25.3 26.8 27.9 29.4 30.9 31.6 2010 2011 2012 2013 2014 2015 Source: D.K. Shifflet & Associates, Ltd. 3
$5.9 $6.5 $6.9 $7.1 $7.4 $7.5 MINNEAPOLIS- ST. PAUL VISITOR SPENDING (BILLIONS) 2010 2011 2012 2013 2014 2015 Source: D.K. Shifflet & Associates, Ltd. 4
MINNEAPOLIS- ST. PAUL LEISURE VISITORS (MILLIONS) 18.4 19.5 20.3 21.7 22.3 22.5 2010 2011 2012 2013 2014 2015 Source: D.K. Shifflet & Associates, Ltd. 5
$4.0 $4.5 $4.7 $5.0 $5.1 $5.2 MINNEAPOLIS- ST. PAUL LEISURE VISITOR SPENDING (BILLIONS) 2010 2011 2012 2013 2014 2015 Source: D.K. Shifflet & Associates, Ltd. 6
MEET MINNEAPOLIS GOAL: 36.8 MILLION VISITORS IN 2017 25.3 26.8 27.9 29.4 30.9 31.6 34.8 36.8 2010 2011 2012 2013 2014 2015 2016 2017 Sources: D.K. Shifflet & Associates, Ltd. 2010-2015 Meet Minneapolis 2016-2017 7
GENDER Female 45% Male 55% Person-Stays Based, n = 1,512 8
AGE 18 to 34 32% Average Age 46 35 to 54 40% 55+ 28% Person-Stays Based, n = 1,512 9
GENERATION Millennials (34 and Younger) 28% GenX (35 to 50) 34% Boomers (51 to 69) 30% Silent/GI (70 and Older) 8% Person-Stays Based, n = 1,512 10
SPENDING BY GENERATION Millennials (34 and Younger) $300 GenX (35 to 50) $414 Boomers (51 to 69) $346 Silent/GI (70 and Older) $334 Source: D.K. Shifflet & Associates, Ltd. 2012-2014 Stays Based, n = 4,498 11
$77.00 EXPENDITURES PER PERSON PER DAY $37.10 $28.60 $18.30 $9.20 $2.30 Person-Days Based, n = 1,448 Excluding Transportation 12
HOUSEHOLD INCOME < $50K 29% Average Income $95,754 $50K to $74,999 $75K to $99,999 15% 19% $100K to $149,999 20% $150K+ 17% Person-Stays Based, n = 1,512 13
91% ETHNICITY 5% 3% 2% 1% White Black Hispanic Asian Other/Mixed Person-Stays Based, n = 1,504 Multiple Responses 14
SEXUAL ORIENTATION 30.9 Million Visitors in Total 618,000 GLBT Visitors Prefer to Not Answer 2% GLBT 2% Heterosexual 96% Person-Stays Based, n = 1,512 15
OK 1% FL 1% CA 2% NH 2% NE 2% IL 3% MO 1% Other 10% STATE OF ORIGIN ND 5% MN 45% SD 6% IA 7% WI 15% Person-Stays Based, n = 1,509 16
STATE OF ORIGIN Three- Quarters of Visitors are from the Five State Area Person-Stays Based, n = 1,509 17
CITY OF ORIGIN Other 23% MSP 39% Green Bay 2% Milwaukee 2% Boston 2% Rochester 2% Chicago 3% La Crosse 3% Duluth 3% Madison 5% Des Moines 5% Fargo 5% Sioux Falls 6% Person-Stays Based, n = 1,506 18
Air 7% Bus 2% Train 1% TRANSPORTATION TO MSP 274 Miles One Way on Average Auto 90% Person-Stays Based, n = 1,512 19
Two Males or Two Females 7% Three+ Adults 4% Children Present 11% TRAVELING PARTY One Male + One Female 23% One Adult 55% 1.7 Persons on Average Stays Based, n = 1,512 20
PURPOSE OF STAY Business 29% Leisure 71% Person-Stays Based, n = 1,512 21
PURPOSE OF LEISURE STAY Celebration/ Reunion 18% Medical 3% Visit Friends/ Relatives 37% Vacation 20% Other 22% Person-Stays Based, n = 1,074 22
LENGTH OF STAY Day Trip 50% One Night 22% Average Among Overnight Visitors: 2.3 Nights Two Nights 3 Nights 6% 14% 4+ Nights 8% Stays Based, n = 1,512 23
ACCOMMODATIONS Other 1% Non-Paid 34% Hotel 61% Paid Non Hotel 4% Person-Stays Based, n = 969 24
27% 26% 22% ACTIVITY PARTICIPATION 19% 6% 5%5%5%5% 4%4%4%4% 3%3%3%3%3%3%3%3% 3% 2%2%2%2%2%2% 1%1%1%1%1%1%1%1%1%1%1% Stays Based, n = 1,512 25
238 171 161 146 141 135135 129 120 ACTIVITY PARTICIPATION INDEXED TO TOTAL U.S. 110 108105 104 102 99 97 95 88 87 87 87 85 82 79 78 76 62 59 57 54 51 51 46 43 38 36 36 34 32 28 26 15 7 Stays Based, n = 1,512 26
171 161 146 141 135 135 129 120 110 108 106 105 104 102 238 SPORTS IS ONE OF THE PRIMARY REASONS VISITORS COME TO MINNEAPOLIS- ST. PAUL Stays Based, n = 1,512 Activity Participation Indexed to Total U.S. 27
NUMBER OF VISITS IN PAST THREE YEARS One Two to Three 18% 29% Average: 9.2 Four to Nine 23% 71% Repeat Rate Ten to 19 20+ 16% 14% Person Stays Based, n = 969 28
PLANNING TRIP TO MSP None Friend/Family Recommendation Google Maps, MapQuest, Etc. Resources Used 16% 14% 48% Google, Yahoo, Bing, Etc. 12% Hotel Chain Websites Expedia, Priceline, Etc. Attraction Websites Destination Websites Printed Visitor Guides TripAdvisor, Yelp, Etc. Online Visitor Guides AAA Travel Guides Facebook, Twitter, Etc. 7% 5% 4% 3% 3% 2% 2% 1% 1% Stays Based; n = 1,439 29
52% 48% MSP USA RESOURCES USED IN TRIP PLANNING 17% 16% 14% 12% 12% 10% 7% 7% 6% 6% 5% 3% 4% 4% 4% 3% 3% 1% 3% 2% 2% 2% 2% 2% 1% 1% 1% 0% Stays Based, n = 1,439 30
QUARTER TRIP STARTED 2012-2014 Jan-Mar Apr-Jun Jul-Sep Oct-Dec 28% 18% 26% 28% Stays Based, n = 4,652 31