HomeMy Public PortalAboutTybee Island Tourism Study_070115sm.pptxTybee island Tourism study, 2014
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Outline
Introduction
Survey of Tybee Island Visitors
Visitor Expenditure Patterns
Estimated Annual Visitation and Room-Nights
Economic Impact Analysis
Fiscal Impact Analysis
Findings Related
to Beach Re-nourishment Studies
Conclusion
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1. Introduction
Examine aspects of the tourism economy on Tybee Island, Georgia.
Estimate total number of annual visitors and room-night demand.
Estimate Employment and Business Revenue economic
impacts.
On-island and off-island
Estimate fiscal impacts on Tybee Island, the City of Savannah, and Chatham County.
Findings related to beach re-nourishment are presented.
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2. Survey of Tybee Island Visitors
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Survey: BASICS
Walk-up survey: 1278 interviews (+/- 2.7%, with 95% confidence)
Oct, Nov in 2013
March, May, June, July, Sep in 2014
Locations: Lighthouse, 2nd St & south, Pier
Demographics, socio-economic,
and point of origin
Analyze visitor expenditure patterns
Comparison across various subgroups
Chatham County
Georgia
Out-of-state
Travel with or without children
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Visitors: Stay & Point of origin
63% day-trip
37% overnight trip
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Point of origin: state
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Point of origin: city
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Point of origin: license Plate count (by state)
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Point of origin: GA COUNTY
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Point of origin: 3 digit zip code
Darker regions indicate higher
concentrations (%) of Tybee Island visitors.
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Travel method to tybee and Previous visits
22% of visitors from >30 miles away had previously visited for 4.5 days.
24% of visitors from <30 miles away had previously visited for 3.6 days.
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Travel party characteristics Party size and children
Average party size for all respondents was 3.6 people and 40.1% reported traveling with children
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Demographic information: Age
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Demographic information: Household income
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Overnight accommodations
37% of visitors had overnight accommodations.
62% of paid accommodations were on Tybee Island.
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Room nights by party composition
The number of room nights for all visitors was 4.7
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Length of stay on the beach
Most visitors tended to stay on the beach from 3 to 5 hours.
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3. Visitor expenditure patterns
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Accommodation spending
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Cost of accommodations
Avg. cost for all overnight visitors was $161.09 per night
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Expenditure patterns per person per day
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Expenditure patterns: by point of origin
Daily Avg. Expenditure by all was $65.92
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Expenditure patterns by children present
Spending per person/day traveling with children: $27.70
Spending per person/day traveling without children: $94.01
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Recommendations from respondents
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4. Estimated annual visitation & room-nights
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Annual visitors & room-night demand
Method to estimate based on:
survey expenditure data
confidential industry spend data
gross room sales (tax receipt data)
Annual visitation: 1,044,000
Annual room-night demand:
247,500.
52% Vacation Rental & 48% Hotel
FY14 Hotel/Motel Tax Revenue: $2.3 million
62% Vacation Rental & 38% Hotel
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HIGHWAY 80 vehiCLE count & Room taxes
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Volume of vehicle flow: off-season
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Volume of vehicle flow: peak season
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personS per vehicle
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5. Economic impact analysis
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economic impact summary
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Employment impact by major sector: On-Island
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Business revenue impact by major sector
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Business Revenue impact by Major sector: Off-Island
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6. Fiscal impact analysis
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Sources of GENERAL Fund Revenue
23.0%
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property taxES
The effect on real property tax millage rates is computed under the assumption that in the absence of the tax revenue generated by Tybee Island Tourism, municipalities would simply
raise the millage rate to offset the absence of such revenue.
About $50 per $230,000 house.
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Budget analysis
One means of assessing the fiscal impact of tourism on Tybee Island is to compare the sources of revenue and expenditure for non-coastal cities in Georgia, that share similar economic
and demographic characteristics with Tybee Island, but do not have a thriving tourism sector comparable to that of Tybee Island.
The resulting differences in expenditures can then
be attributed to the presence of tourism on Tybee Island.
The cities that were found to be similar to Tybee, within Georgia, are Springfield, Jasper, Cleveland, Royston, Lavonia, Hahira,
Statham, and Gray.
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Budget analysis Expenditure per capita by category
One means of assessing the fiscal impact of tourism on Tybee Island is to compare sources of revenue and expenditure for non-coastal cities in Georgia sharing similar economic and demographic
characteristics with Tybee Island, but do not have a thriving touris msector comparable to that of Tybee Island.
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Budget analysis Tybee island public safety expenditure beach related as share of department
Expenditures on fire and
police services for Tybee
island are 3.5 and 2.9
times the amount spent
On a per person basis
as compared to the avg.
In the comparison cities.
However, 49%
of it’s fire
expenditure is for the Fire
Ocean Rescue Division.
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Budget analysis Expenditure share by category
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Budget analysis general fund revenue per capita
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Budget analysis Share of general revenue fund by revenue source
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7. Findings related to beach re-nourishment studies
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Visitor responses:
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Consequences of Beach EROSION
If there were no Tybee beach, 92.5% fewer visitors would come to the Island.
Lost tax revenue:
City of Savannah: $2.1 million
Chatham County: $672,000
not including Tybee lodging
tax revenue for Trade Center.
Assuming property taxes would be raised to offset this loss of revenue,
City of Savannah: increase to 39.95 mills from 39.299 mills
Chatham County:
increase to 30.73 mills from 30.389 mills
City of Tybee Island tourism-related revenue (sales taxes, hotel/motel taxes, parking revenue) falls about $4.5 million.
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8. Conclusion
Tourism on Tybee Island heavily shapes economic activity on the island.
1,044,000 annual visitors from 37 states and overseas
Nearly 250,000 room-nights
82% of workers in Tybee
establishment workers supported by tourism (1,225 jobs).
Tybee Island businesses earn $93 million in revenue.
$81 million spent in Chatham County (off-island) and the City of Savannah
where another 1,643 workers have jobs primarily in retail trade, lodging, and restaurants.
Combined, local governments derive about $8.7 million in tax revenue from Tybee-related tourism.
Property tax relief of about $50 per $230,000 house.
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