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Home My WebLink About2023-07-20; Economic Impact of Tourism in Carlsbad (Districts - All); Rocha, LauraTo the membe rs of the: Cl"'.':' COU l'J Cl L Date ~CA v CC _.JL CM ...lL'ACM v'DcM (3) L Council Memorandum July 20, 2023 To: Honorable Mayor Blackburn a d Me From: Laura Rocha, Deputy City Manag David Graham, Chief Innovation O~~-~H- Via: Geoff Patnoe, Assistant City Man er Re: Economic Impact of Tourism in Cars act (Districts -All) {city of Carlsbad Memo ID# 2023073 This memorandum provides information on the economic impact of tourism in Carlsbad, as found in the 2022 Carlsbad Visitor Profile Study conducted by Visit Carlsbad and Destination Analysts. Background Carlsbad is a prime tourism destination, with 42 hotels and resorts, roughly 400 short-term vacation rentals, and a number of desirable destinations, attractions, and activities each year. Visitor spending supports 22,000 employees, and the ripple effect of visitors is felt throughout the city's economy. Carlsbad is the second-most visited city (nearly 4 million annual visitors) and the second largest generator of transit occupancy tax (TOT) in San Diego County. Visit Carlsbad, a destination marketing organization, was established as an organization to promote Carlsbad as a tourism destination for individuals, families, groups, major events, corporate meetings and other gatherings, thereby increasing economic impact to the city. Founded in 1996, the non-profit organization receives funds from the Carlsbad Tourism Business Improvement District (CTBID), a special assessment district of the city that generates funds to promote the destination. Visit Carlsbad coordinates and executes marketing campaigns, analyzes industry and location trends, and directly supports individual and group bookings. With the City Council action to reestablish the CTBID under the Property and Business Improvement District Law of 1994, Visit Carlsbad was designated as the Owner's Association for participating hotels and lodging establishments, positioning them as the trade organization for the industry in Carlsbad. As the organization moves forward with marketing Carlsbad as a tourism destination, they are also working to better quantify the impact of tourism on Carlsbad's economy and on the city as a whole. Administrative Services Branch Innovation & Economic Development Department 1635 Faraday Avenue I Carlsbad, CA 92008 I 442-339-4620 t Council Memo -Economic Impact of Tourism in Carlsbad (Districts -All) July 20, 2023 Page 2 Discussion Tourism experienced a record-breaking rebound in 2022, following COVID-19 pandemic impacts, and as so called "revenge travel" fueled individual and family vacations. Carlsbad capitalized on this sentiment as both average daily rate and occupancy numbers shot up. Many in the industry see 2022 as a peak year for domestic travel and have lower expectations moving forward as international destinations become more accessible and as economic volatility continues. To properly quantify the industry's impact on the city and surrounding region, Visit Carlsbad recently conducted a study that captured visitor profiles and economic impact of tourism. The findings are summarized below, and the full study is attached (Attachment A). 2022 Tourism Study Key Findings Visitor Demographics • Carlsbad hosted 3.7 million visitors in 2022 o Of those, 1 million stayed in Carlsbad hotels and 350,000 rented homes o 83% of visitors were from the United States; 16.8% were of international origin (top international markets were Mexico and Canada) o Among visitors from the United States, 61% were from California. Top markets besides California were Arizona, Nevada, Texas and Colorado • The average annual household income of visitors was $112,140 • Approximately 60% of visitors drove to the destination, 18% flew • 88% of visitors came to Carlsbad for vacation or personal travel o 12% of visitors came for business, conferences, or other special events Economic Impact • The average party spent $397 per day while in Carlsbad • Visitors to Carlsbad generated $1.5 billion in direct spending, including: o $438 million on restaurants and dining o $297 million on shopping o $255 million on hotel/lodging o $162 million on groceries and personal items o $149 million on activities, museums, sightseeing & tours o $112 million on local transportation . o $81 million on wine tastings, tours, and purchases o $56 million on entertainment o $20 million on spa & beauty services • The total economic impact of tourism (direct and indirect spending) was $2.4 billion Council Memo -Economic Impact of Tourism in Carlsbad (Districts -All) July 20, 2023 Page 3 Employment Impact • Visitor spending supported 22,000 jobs (direct and induced) across the Carlsbad economy. These include hotel, restaurant, retail, and attractions and amusement industry jobs, among others Revenue Contribution • The tourism industry as a whole contributed $51.4 million to the City of Carlsbad's general fund through, of which $41 million was paid by visitors and $10 million paid through property tax: o TOT: $35.8 million o Sales tax generated by visitors: $5.3 million o Property taxes paid by the lodging industry: $10.2 million Carlsbad remains a vibrant and pivotal tourism hub, hosting a rich diversity of accommodations and attractions that draw millions of visitors annually from both domestic and international locations. These welcome visitors enjoy the experience of our beaches, parks, trails, well-built infrastructure, and top-notch public safety services. As the city with the second-largest tourism economy in the region, Carlsbad reaps the benefits of visitor dollars but also must manage the impacts these visitors have on city services. The recent study's findings underscore the tourism industry's substantial economic contributions and affirm the importance of maintaining strategic, targeted efforts to ensure that Carlsbad remains an attractive and thriving destination for global visitors. The partnership among the city, the tourism industry, and Visit Carlsbad enables continual provision of essential services and investment in community enhancements, preserving Carlsbad's status as a top tourism destination. Fiscal Impact There is no fiscal impact from this report, but the tourism industry has a clear impact on the Carlsbad economy and jobs, as well as on city revenues and services. Attachment: A: Visit Carlsbad: 2022 Carlsbad Visitor Profile Study (Due to the size of Attachment A, a hard copy is on file in the Office of the City Council, as reference) cc: Scott Chadwick, City Manager Cindie McMahon, City Attorney Zach Korach, Finance Director Kristina Ray, Communication and Engagement Director Matt Sanford, Economic Development Manager 1 VISIT CARLSBAD 2022 CARLSBAD VISITOR PROFILE STUDY Attachment A Research Overview & Methodology 3 Research Objectives 4 Visitor Intercept Overview 5 About this Report 6 Carlsbad Visitor Industry Performance 7 Profile Summaries of Key Visitor Segments 15 Detailed Findings: Profile of Carlsbad Visitors 34 Respondent Demographics 55 Point of Origin 62 CONTENT 3 This report marks the conclusion of a year-long visitor profile and tourism economic impact study conducted by Destination Analysts on behalf of Visit Carlsbad. This research is based on an in-person intercept survey of Carlsbad visitors. Survey respondents had to reside outside of Carlsbad in order to be considered a visitor. Data presented in this report represents a total of 864 completed surveys collected between January and December 2022. Destination Analysts conducted several surveys designed in part to estimate the economic impact of the visitor industry on Carlsbad. This research was developed to gather information needed for use in Destination Analysts’ Travel Industry Economic Impact Model to generate estimates of direct visitor spending in the Carlsbad area (i.e., the Gross Economic Impact of the visitor industry to the destination), tax revenues generated by tourism for Carlsbad and the number of jobs supported by the industry. This final report presents the top-line survey data collected from an intercept survey of Carlsbad visitors at locations throughout the city. The data presented here has been weighted based on the destination's overall visitor mix. RESEARCH OVERVIEW & METHODOLOGY 2022 CARLSBAD VISITOR PROFILE 3 42022 CARLSBAD VISITOR PROFILE RESEARCH OBJECTIVES The overarching goal of this survey-based research is to create in-depth profiles of Carlsbad’s visitors, including: •Detailed trip characteristics (i.e. tripographic information like the reason for visiting Carlsbad, length of stay, place of stay, etc.) •Activities & attractions visited in Carlsbad •Evaluation of Carlsbad brand attributes •Detailed Carlsbad visitor spending estimates •Travel planning resources used by Carlsbad visitors •Visitor satisfaction •Visitor demographics In addition to developing a comprehensive, multi-segment Carlsbad visitor profile, data from this research was used as inputs into Destination Analysts’ economic model to estimate the annual impact of tourism to the city. 4 5 Destination Analysts’ survey team worked at locations around the Carlsbad area to randomly select and interview visitors. The questionnaire was administered to persons residing outside Carlsbad at the following locations: VISITOR INTERCEPT SURVEY OVERVIEW Survey Sites: •Cape Rey Carlsbad, a Hilton Resort and Spa •Carlsbad Inn Beach Resort •Carlsbad Village -Carlsbad Blvd. in between Oak and Pine •Carlsbad Village -Intersection of Carlsbad Village Dr. and Carlsbad Blvd •Carlsbad Village -Intersection of Grand Avenue and State Street •Home2 Suites by Hilton Carlsbad •LEGOLAND California Resort 2022 CARLSBAD VISITOR PROFILE Pictured above: Destination Analysts survey team intercepting visitors in Carlsbad. 5 62022 CARLSBAD VISITOR PROFILE In the remainder of this report, data from the survey findings is presented as follows: ABOUT THIS REPORT •The aggregate total is shown in the chart on the left •On the right, a data table shows the findings broken out by type of visitor: 1.Hotel—Visitors who stayed overnight at a Carlsbad area hotel during their trip 2.Vacation Rental—Visitors who stayed overnight at a Carlsbad area home sharing rental during their trip 3.VFR—Visitors who stayed overnight in a private residence of a friend or family member in the Carlsbad area 4.Day Trip—Visitors who did not stay overnight anywhere in the Carlsbad area 6 C ARLSBAD VISITOR INDUSTRY PERFORMANCE 82022 CARLSBAD VISITOR PROFILE VISITOR INDUSTRY PERFORMANCE The economic impact of visitation to Carlsbad is significant. This section of this report details these industry performance metrics, which were developed using the survey data and Destination Analysts’ economic impact model. Several independent research studies were conducted to develop the data inputs needed to use the Economic Impact Model. These data inputs included annual estimates of the number of visitors and the average number of days they spent in destination (for key traveler segments), as well as estimates of per-person, per-day spending in the destination (in detail by type of spending). This information, along with other data such as hotel occupancy rates, industry payroll data and city tax receipts, were all used as inputs to the Economic Impact Model in order to derive the results presented in this report. The model is a standard price-quantity model used in economic measurement, with visitor spending estimated in detail from survey research, and visitor volume estimated from the combined use of survey data and estimates of the existing hotel rooms and occupied housing units in Carlsbad. 8 92022 CARLSBAD VISITOR PROFILE CARLSBAD VISITOR INDUSTRY PERFORMANCE QUICK FACTS, 2022 9 22 Thousand *Jobs Supported (Through Visitor Spending) In Taxes Generated (Including occupancy tax, property taxes paid by the lodging industry and retail sales taxes) $1.5 Billion In Direct Spending Generated by Visitors $51.4 Million In Total Economic Impact (Using the IMPLAN Model) $2.4 Billion *Note: Jobs supported by visitor spending are not necessarily all within Carlsbad 102022 CARLSBAD VISITOR PROFILE VISITOR VOLUME TO CARLSBAD (2022) Carlsbad hosted 3.7 million visitors in the period of study. The largest segment of this visitation was day-trip visitors, accounting for over 1.7 million visitors, or 46% of the total. Visitors staying in hotels, motels or inns accounted for just over 1 million visitors, or 28 of all visitors to the destination. 10 Visitors to Carlsbad Visitors to Carlsbad (Annually) Hotel 1,032,071 Private homes (VFR)611,593 Home rental 351,343 Day trip 1,720,119 TOTAL 3,715,126 Hotel, 28% Private homes (VFR), 16% Home rental, 9% Day trip, 46% 112022 CARLSBAD VISITOR PROFILE VISITOR DAYS IN CARLSBAD (2022) During the year, visitors spent a total of 10.8 million days in Carlsbad. In total, guests who stayed in a hotel, motel or inn accounted for over 40% of all visitor days. 11 Visitor Days (Annually) Hotel 4,296,092 Private homes (VFR)2,752,167 Home rental 2,073,499 Day trip 1,720,119 TOTAL 10,841,877 Hotel, 40% Private homes (VFR), 25% Home rental, 19% Day trip, 16% Visitor Days in Carlsbad / 122022 CARLSBAD VISITOR PROFILE VISITOR SPENDING IN CARLSBAD (2022) The Carlsbad tourism industry generated a total of $1.57 billion dollars in direct visitor-related spending in the 2022 period of study. A result of their significantly larger per-day spend, hotel visitors accounted for the largest proportion of this (45%) spending $701 million annually. 12 Visitor Spending (Annually) Hotel $701,366,224 Private homes (VFR)$402,197,688 Home rental $350,564,104 Day trip $117,180,670 TOTAL $1,571,308,686 Hotel, 45% Private homes (VFR), 26% Home rental, 22% Day trip, 7% Visitor Spending in Carlsbad 132022 CARLSBAD VISITOR PROFILE VISITOR SPENDING BY TYPE The largest share of spend among 2022 visitors was on restaurants and dining at 28% or $438 million followed by shopping at 19% and hotel/lodging spend at 16%. 13 Visitor Spending by Type (Annually) Restaurants & Dining $438,156,922 Shopping $296,876,665 Hotel/Lodging (Per night, before tax)$255,354,654 Groceries/Personal Items $162,146,697 Activities, Museums, Sightseeing & Tours $149,201,746 Local Transportation $111,979,732 Wine Tasting Fees, Tours & Bottles Purchased $81,059,898 Entertainment $56,491,880 Spa/Beauty/Health Club Services or Products $20,040,493 TOTAL $1,571,308,686 Restaurants & Dining 28% Shopping 19%Hotel/Lodging 16% Groceries/ Personal Items 10% Activities, Museums, Sightseeing & Tours 10% Local Transportation 7% Wine Tasting Fees, Tours & Bottles Purchased 5% Entertainment 4%Spa/Beauty/Health Club 1% Visitor Spending in Carlsbad by Type I 142022 CARLSBAD VISITOR PROFILE TAX REVENUES GENERATED FOR CARLSBAD MUNICIPALITIES (2022) Visitor spending in Carlsbad generated a total of $51.5 million in tax revenues for local municipalities. 14 Visitor Spending (Annually) Sales Tax $5,379,648 Transient Occupancy Tax $35,849,189 Other taxes $10,235,821 Total $51,464,658 Sales Tax, 10% Transient Occupancy Tax, 70% Other taxes , 20% Tax Revenues Generated (by Type) PROFILE SUMMARIES OF KEY VISITOR SEGMENTS TOTAL VISITORS 847 COMPLETED SURVEYS All respondents that visited Carlsbad during 2022. TOTAL VISITORS | WHO THEY ARE Female 49.9% Male 48.7% Other 0.5% GENDER Gen Z 8.1% Millennial 39.8% Gen X 28.6% Boomer or older 17.2% MEAN 43.0 AGE INCOME ORIENTATION Married/Partnered 53.8% Single 33.8% Children Under 18 38.2% MARITAL STATUS White 49.0% Hispanic/Latino 25.8% Asian 9.6% Black/African American 6.1% Native American 2.6% ETHNICITY Heterosexual 88.1% LGBTQ+4.5% Other 0.9% POINT OF ORIGIN 83.2%16.8% Domestic International California 60.5% Arizona 7.0% Nevada 3.7% Texas 3.7% Colorado 2.8% San Diego, CA 32.3% Riverside, CA 9.0% Los Angeles, CA 8.7% Phoenix-Mesa, AZ 5.1% Orange County, CA 3.9% TOP ORIGIN STATES TOP ORIGIN MARKETS Average Annual Household Income All survey respondents who reside outside Carlsbad 17 ••• --- 0 ■ ■ Destination tAnalysts " . . ...... . , , .. •:, .t:.,~( :\ :>::-_ • ~ r-: .-. r' .._ .:,, ;:. ........ .. }{.: ,:.·,. 1.9 TRIP PLANNING RESOURCES TRAVEL PLANNING WINDOW TOTAL VISITORS CARLSBAD TRIP PLANNING 40.1% 18.1% 9.8% 9.5% 8.0% 7.6% 6.8% Family member or friend General travel website VisitCarlsbad on social media Official Carlsbad Street or Visitor Map Hotel website/concierge VisitCarlsbad.com Travel guide books 2.6% 3.5% 5.1% 9.5% 14.5% 15.0% 49.7% More than 12 months ago 6-12 months ago 4-6 months ago 2-4 months ago 1-2 months ago 2-4 weeks ago Within the last week 24.8% USED AN OFFICIAL CARLSBAD RESOURCE TO PLAN TRIP 6.2 WEEKS IN ADVANCE 18 ./U...- CARLSBAD =CALIFORNIA ---- ■ Destination t An a lysts •••••• •••••• I I ■ • -~ 1.9 PRIMARY TRIP PURPOSE LENGTH OF STAY TRAVEL PARTY 49.1% 20.2% 12.3% 7.8% 3.5% 0.5% 6.6% Pleasure/vacation Visit friends and/or relatives Getaway weekend Business travel Festival/special event Conference or group meeting Other personal travel METHOD OF ARRIVAL 58.5% 18.1% 12.9% 6.6% 0.8% 0.5% 0.1% 2.5% Personal car or RV Commercial airline Train/Amtrak Rental car or rental RV Ride sharing service Shuttle bus Tour bus Other AVERAGE DAILY SPEND PER TRAVEL PARTY AVERAGE TRAVEL PARTY SIZE 1.1 Female Adults 1.1 Male Adults 0.8 Children Under 18 3.1 DAYS 2.2 NIGHTS TOTAL VISITORS | TRIP DETAILS $16$18$27 $36 $40 $65 $79 $112 Restaurant/Dining Shopping Hotel/Lodging Activities Groceries/Personal Local Transportation Wine Tasting Entertainment Spa/Beauty/Health $396.73 19 -• ■ I I --I I Destination tAnalysts • • • -• • -• • • • 1.9 CARLSBAD ACTIVITIES CARLSBAD ATTRACTIONS 61.9% 43.4% 41.1% 21.9% 16.2% 16.1% 10.8% 9.5% 9.0% 7.9% 6.4% 5.9% 4.7% 4.0% 3.3% 3.3% 2.2% Dining in restaurants Theme parks/attractions Shopping Urban/City nightlife Hiking/climbing/biking Water sports/activities Specific hobbies of interest General sightseeing group tours Local craft beer tasting/tours Special event/festival Historic/teritage Sites Physical wellness activities Fishing (ocean or lake) Golf Guided tours Performing arts & museums Sporting event TOTAL VISITORS | ACTIVITIES AND ATTRACTIONS 61.5% 39.7% 21.8% 21.5% 18.9% 13.8% 13.6% 9.1% 5.7% 5.1% 5.0% 3.9% 3.8% 2.6% 2.6% 2.0% 1.0% 0.9% Carlsbad Village Legoland California Resort Sea Life Aquarium Farmers Market Legoland Water Park Agua Hedionda Lagoon Discovery Center The Flower Fields at Carlsbad Ranch K1 Speed Go Kart Track Carlsbad Skate Park Museum of Making Music The Magee House Green Dragon Tavern & Museum Leo Carrillo Ranch & Historic Park Windmill Food Hall Miniature Engineering Craftmanship Museum Alga Norte Skate Park Army & Navy Academy Gemological Institute of America 20 Destination tAnalysts -----• -■ -■ • ■ • ■ ■ I ■ I I I I I 1.9 HOW THEY FELT IN CARLSBAD (UNAIDED) TOP -OF-MIND CARLSBAD DESCRIPTORS (UNAIDED) TOTAL VISITORS | CARLSBAD TRIP EXPERIENCE TRIP SATISFACTION METRICS 98.5% Top 2 Box Score % “Satisfied” or “Very satisfied” TRIP SATISFACTION 86.5% Top 2 Box Score % “Likely” or “Very likely” LIKELIHOOD TO RETURN 93.9% Top 3 Box Score % “8,” “9,” or “10” LIKLIHOOD TO RECOMMEND 22.2% 8.9% 7.4% 6.2% 5.4% 4.3% 3.8% 3.7% 3.2% 3.0% Nice Relaxing Fun Beautiful Cool Wonderful Amazing Beach Great Sunny weather 27.9% 17.9% 6.9% 6.8% 5.4% 5.4% 3.8% 3.3% 2.5% 2.0% Happy Relaxed Peaceful Good Amazing Fun Energized Satisfied Chill Wonderful 21 -------------• -■ HOTEL VISITORS 271 COMPLETED SURVEYS Respondents that stayed overnight in a hotel, motel, inn, B&B or hostel while visiting Carlsbad. HOTEL VISITORS | WHO THEY ARE Female 45.4% Male 53.5% Other 0.4% GENDER Gen Z 4.8% Millennial 40.2% Gen X 32.2% Boomer or older 17.3% MEAN 44.0 AGE INCOME ORIENTATION Married/Partnered 62.1% Single 30.4% Children Under 18 41.6% MARITAL STATUS White 49.0% Hispanic/Latino 25.8% Asian 9.6% Black/African American 6.1% Native American 2.6% ETHNICITY Heterosexual 87.2% LGBTQ+5.7% Other 1.8% POINT OF ORIGIN 78.8%21.2% Domestic International California 41.0% Arizona 14.6% Nevada 6.0% Colorado 5.2% Washington 4.7% Phoenix-Mesa, AZ 12.5% Los Angeles, CA 9.7% Riverside, CA 7.9% Orange County, CA 6.0% Las Vegas, NV-AZ 5.3% TOP ORIGIN STATES TOP ORIGIN MARKETS Average Annual Household Income Respondents who stayed overnight in a Carlsbad hotel/motel/inn 23 t ♦ ••• --- 0 Destination tAnalysts \ ■ ■ 1.9 TRIP PLANNING RESOURCES TRAVEL PLANNING WINDOW 33.9% 21.8% 14.4% 12.6% 10.6% 10.5% 7.9% General travel website Family member or friend Hotel website/concierge VisitCarlsbad on social media Travel guide books Official Carlsbad Street or Visitor Map VisitCarlsbad.com 3.5% 5.8% 6.4% 16.7% 17.9% 17.3% 32.3% More than 12 months ago 6-12 months ago 4-6 months ago 2-4 months ago 1-2 months ago 2-4 weeks ago Within the last week 28.2% USED AN OFFICIAL CARLSBAD RESOURCE TO PLAN TRIP 8.8 WEEKS IN ADVANCE HOTEL VISITORS CARLSBAD TRIP PLANNING 24 ./U...- CARLSBAD =CALIFORNIA --- Desti nation tAnalysts •••••• •••••• ■ • - 1.9 PRIMARY TRIP PURPOSE LENGTH OF STAY TRAVEL PARTY 63.1% 10.7% 10.6% 5.7% 4.0% 1.5% 4.4% Pleasure/vacation Getaway weekend Business travel Visit friends and/or relatives Festival/special event Conference or group meeting Other personal travel METHOD OF ARRIVAL 54.5% 25.0% 12.6% 3.9% 0.8% 0.3% 0.0% 3.0% Personal car or RV Commercial airline Rental car or rental RV Train/Amtrak Shuttle bus Ride sharing service Tour bus Other AVERAGE DAILY SPEND PER TRAVEL PARTY AVERAGE TRAVEL PARTY SIZE 1.2 Female Adults 1.2 Male Adults 0.9 Children Under 18 4.1 DAYS 3.4 NIGHTS HOTEL VISITORS | TRIP DETAILS $24$24$27$40 $43 $66 $145 $181 Hotel/Lodging Restaurant/Dining Shopping Activities Local Transportation Entertainment Wine Tasting Groceries/Personal Spa/Beauty/Health $555.71 25 ■ ■ I I I --I I Destination tAnalysts • • • • -• • • • • 1.9 CARLSBAD ACTIVITIES CARLSBAD ATTRACTIONS 62.8% 46.2% 41.7% 23.4% 19.6% 15.6% 13.8% 12.0% 11.4% 9.8% 7.8% 6.8% 6.2% 5.8% 5.1% 3.1% 2.4% Dining in restaurants Theme parks/attractions Shopping Urban/City nightlife Water sports/activities Hiking/climbing/biking Specific hobbies of interest Local craft beer tasting/tours General sightseeing group tours Physical wellness activities Special event/festival Golf Historic/teritage Sites Guided tours Fishing (ocean or lake) Performing arts & museums Sporting event HOTEL VISITORS | ACTIVITIES & ATTRACTIONS 61.1% 45.5% 28.7% 18.3% 17.7% 15.7% 12.9% 8.5% 5.3% 4.7% 4.2% 3.7% 2.9% 2.6% 2.1% 1.1% 1.1% 0.0% Carlsbad Village Legoland California Resort Farmers Market Sea Life Aquarium Legoland Water Park The Flower Fields at Carlsbad Ranch Agua Hedionda Lagoon Discovery Center K1 Speed Go Kart Track The Magee House Museum of Making Music Carlsbad Skate Park Leo Carrillo Ranch & Historic Park Miniature Engineering Craftmanship Museum Green Dragon Tavern & Museum Windmill Food Hall Alga Norte Skate Park Gemological Institute of America Army & Navy Academy 26 Destination tAnalysts ----■ -■ -■ -■ -I • I • I ■ I I 1.9 HOW THEY FELT IN CARLSBAD (UNAIDED) TOP -OF-MIND CARLSBAD DESCRIPTORS (UNAIDED) HOTEL VISITORS | CARLSBAD TRIP EXPERIENCE TRIP SATISFACTION METRICS 97.0% Top 2 Box Score % “Satisfied” or “Very satisfied” TRIP SATISFACTION 80.1% Top 2 Box Score % “Likely” or “Very likely” LIKELIHOOD TO RETURN 92.8% Top 3 Box Score % “8,” “9,” or “10” LIKLIHOOD TO RECOMMEND 31.0% 16.8% 7.9% 5.5% 5.3% 5.2% 4.3% 4.2% 1.8% 1.8% Happy Relaxed Good Fun Satisfied Amazing Peaceful Energized Wonderful Nice 25.7% 12.4% 7.1% 6.3% 4.8% 4.1% 3.7% 3.3% 3.1% 2.6% Nice Relaxing Fun Beautiful Great Amazing Happy Wonderful Cool Sunny weather 27 -------------I • I DAY-TRIP VISITORS 242 COMPLETED SURVEYS Respondents that did not stay overnight in the city during their visit to Carlsbad. DAY-TRIP VISITORS | WHO THEY ARE Female 48.6% Male 49.2% Other 0.4% GENDER Gen Z 12.3% Millennial 43.7% Gen X 22.6% Boomer or older 11.5% MEAN 39.9 AGE INCOME ORIENTATION Married/Partnered 45.3% Single 34.4% Children Under 18 37.1% MARITAL STATUS White 50.2% Hispanic/Latino 25.9% Asian 10.5% Black/African American 4.3% Native American 1.5% ETHNICITY Heterosexual 87.8% LGBTQ+2.3% Other 0.0% POINT OF ORIGIN 96.8% Domestic International California 90.8% Texas 2.0% Colorado 0.9% Minnesota 0.9% Pennsylvania 0.7% San Diego, CA 65.9% Riverside, CA 10.4% Los Angeles, CA 8.7% Orange County, CA 3.1% Dallas-Fort Worth, TX 1.7% TOP ORIGIN STATES TOP ORIGIN MARKETS Average Annual Household Income Respondents who did not stay overnight in any Carlsbad lodging 29 ••• --- 0 ■ ■ Destination tAnalysts I 1.9 TRIP PLANNING RESOURCES TRAVEL PLANNING WINDOW 34.0% 10.4% 7.4% 6.3% 6.0% 3.4% 2.9% Family member or friend Official Carlsbad Street or Visitor Map General travel website VisitCarlsbad on social media VisitCarlsbad.com Hotel website/concierge Travel guide books 3.2% 1.2% 0.3% 4.5% 10.9% 14.8% 65.1% More than 12 months ago 6-12 months ago 4-6 months ago 2-4 months ago 1-2 months ago 2-4 weeks ago Within the last week 21.5% USED AN OFFICIAL CARLSBAD RESOURCE TO PLAN TRIP 3.9 WEEKS IN ADVANCE DAY TRIP VISITORS CARLSBAD TRIP PLANNING 30 ./U...- CARLSBAD =CALIFORNIA ---• ■ I •••••• •••••• I I ■ • 1.9 PRIMARY TRIP PURPOSE REASON FOR NOT STAYING OVERNIGHT TRAVEL PARTY 46.3% 19.3% 14.7% 8.8% 3.7% 0.0% 7.2% Pleasure/Vacation Getaway weekend Visit friends/relatives Business travel Festival/special event Conference or group meeting Other personal travel METHOD OF ARRIVAL 70.3% 21.8% 2.2% 2.1% 0.7% 0.3% 0.0% 2.6% Personal car or RV Train/Amtrak Commercial airline Rental car or rental RV Ride sharing service Shuttle bus Tour bus Other AVERAGE DAILY SPEND PER TRAVEL PARTY AVERAGE TRAVEL PARTY SIZE 0.9 Female Adults 0.9 Male Adults 0.9 Children Under 18 $7 $14 $25 $30 $66 Restaurant/Dining Shopping Activities Local Transportation Groceries/Personal Entertainment Spa/Beauty/Health Wine Tasting $150.10 DAY-TRIP VISITORS | TRIP DETAILS I live close to Carlsbad 88.2% I'm staying elsewhere close to Carlsbad 10.5% I did not have enough time 2.3% Hotels are too expensive 0.3% Other 2.1% 31 --I ■ - - Destination tAnalysts • ■ ■ ■ ■ ■ ■ 1.9 CARLSBAD ACTIVITIES CARLSBAD ATTRACTIONS 49.8% 41.3% 26.5% 9.0% 8.6% 6.5% 5.1% 3.6% 3.5% 2.2% 1.6% 1.5% 1.5% 1.0% 0.9% 0.5% 0.3% Dining in restaurants Theme parks/attractions Shopping Water sports/activities Urban/City nightlife Hiking/climbing/biking Special event/festival General sightseeing group tours Local craft beer tasting/tours Specific hobbies of interest Physical wellness activities Historic/teritage Sites Sporting event Fishing (ocean or lake) Performing arts & museums Golf Guided tours 47.4% 43.7% 20.8% 19.0% 8.9% 4.0% 3.6% 2.9% 2.6% 2.5% 2.5% 2.2% 2.2% 2.0% 2.0% 2.0% 1.4% 1.1% Carlsbad Village Legoland California Resort Legoland Water Park Sea Life Aquarium Farmers Market K1 Speed Go Kart Track The Flower Fields at Carlsbad Ranch Agua Hedionda Lagoon Discovery Center Leo Carrillo Ranch & Historic Park Green Dragon Tavern & Museum Miniature Engineering Craftmanship Museum Museum of Making Music Alga Norte Skate Park Carlsbad Skate Park Army & Navy Academy The Magee House Windmill Food Hall Gemological Institute of America DAY-TRIP VISITORS | ACTIVITIES & ATTRACTIONS 32 Destination tAnalysts ----■ -■ ■ ■ I ■ I I I I I I I I I I I I I I 1.9 HOW THEY FELT IN CARLSBAD (UNAIDED) TOP -OF-MIND CARLSBAD DESCRIPTORS (UNAIDED) DAY-TRIP VISITORS | CARLSBAD TRIP EXPERIENCE TRIP SATISFACTION METRICS 99.1% Top 2 Box Score % “Satisfied” or “Very satisfied” TRIP SATISFACTION 96.4% Top 2 Box Score % “Likely” or “Very likely” LIKELIHOOD TO RETURN 72.2% Top 3 Box Score % “8,” “9,” or “10” LIKLIHOOD TO RECOMMEND 22.5% 17.2% 10.6% 6.8% 6.8% 5.1% 5.0% 3.3% 2.6% 2.1% Happy Relaxed Peaceful Fun Good Amazing Chill Satisfied Energized Lovely 20.2% 8.7% 7.6% 7.5% 5.7% 4.9% 4.2% 3.4% 2.9% 2.9% Nice Relaxing Fun Cool Beach Beautiful Work Charming Sunny weather Peaceful 33 --------------■ DETAILED FINDINGS: P ROFILE OF C ARLSBAD V ISITORS 352022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Which best describes the primary reason for making this visit to Carlsbad? Base: All visitors. 845 completed surveys. 49.1% 20.2% 12.3% 7.8% 3.5% 0.5% 6.6% 0%10%20%30%40%50%60% Pleasure/Vacation Visit friends and/or relatives in the area Getaway weekend Business travel Attend a festival or special event Conference, trade show or another group meeting Other personal travel Nearly half of visitors surveyed in 2022 were in Carlsbad for vacation/leisure. In addition, 20.2% were visiting local friends/family and 12.3% were visiting on a getaway weekend. In total, 7.8% were in town on business. Figure: Primary Reason for Visit PRIMARY REASON FOR VISIT TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Pleasure/Vacation 49.1%63.1%53.1%28.5%46.3% Visit friends and/or relatives in the area 20.2%5.7%18.3%58.8%14.7% Getaway weekend 12.3%10.7%5.7%4.5%19.3% Business travel 7.8%10.6%4.9%1.4%8.8% Attend a festival or special event 3.5%4.0%4.7%1.6%3.7% Conference, trade show or another group meeting 0.5%1.5%0.0%0.0%0.0% Other personal travel 6.6%4.4%13.3%5.1%7.2% -• I I ■ Destination ~Analysts 362022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Did you –or will you-extend your stay in Carlsbad for leisure or personal reasons? Base: All business/conference visitors. 49 completed surveys. Yes 9.2% No 90.8% Among business travelers surveyed, nearly one-in-ten extended their trip in Carlsbad for leisure or personal reasons. Figure: Business Trip Extensions BUSINESS TRIP EXTENSIONS TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Yes 9.2%15.7%0.0%0.0%0.0% No 90.8%84.3%100.0%100.0%100.0% Destination ~Analysts 372022 CARLSBAD VISITOR PROFILE Question: Where are you staying overnight on this visit to Carlsbad? Base: All visitors. 853 completed surveys. 33.2% 18.4% 10.6% 0.7% 3.7% 33.8% 0%10%20%30%40% Hotel, motel, inn, B&B, or hostel in Carlsbad Private residence of friend or family member in Carlsbad Vacation rental (i.e. Airbnb, HomeAway, VRBO) in Carlsbad Campground/RV site, timeshare, any other type in the Carlsbad Staying in paid or private accommodations (not my own home) outside Carlsbad Not staying overnight anywhere outside my own home on this visit—Regional resident on a day-trip PLACE OF STAY Figure: Place of StayJust under two-thirds of visitors surveyed in 2022 stayed overnight within Carlsbad, most commonly in a hotel/motel/inn (33.2%).Another, 18.4% stayed in a private residence of a friend or family member in Carlsbad and 10.6%were in a vacation rental.33.8%of all visitors surveyed were regional residents in the city on a day trip. 62.9% Destination ~Analysts 382022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Including yourself, how many people are staying in your hotel room or room rental? Base: All hotel/room rental visitors. 412 completed surveys. 9.5% 9.4% 21.6% 21.2% 28.1% 10.2% 0%10%20%30% 6 or more 5 4 3 2 1 The average paid lodging guest (hotel/motel inn or vacation rental) had 3.4 people in their room or rental. VISITORS PER HOTEL/ROOM RENTAL Figure: Visitors per Hotel/Room Rental 3.4 peopleMEAN TOTAL HOTEL/ MOTEL VACATION RENTAL 6 or more 9.5%8.5%11.9% 5 9.4%7.9%13.8% 4 21.6%20.4%26.1% 3 21.2%19.5%26.3% 2 28.1%30.7%20.0% 1 10.2%12.9%1.9% Mean 3.4 3.3 3.7 Destination ~Analysts 392022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: How many total days and nights will you stay in Carlsbad? Base: All visitors. 752 completed surveys. The typical visitor spent 3.1 days in Carlsbad. Those who stayed in a vacation rental stayed longer, averaging 5.9 days in market. OVERNIGHT VISITORS: LENGTH OF STAY (DAYS) 5.0% 2.6% 6.2% 3.4% 7.6% 10.2% 11.6% 8.8% 44.5% 0%10%20%30%40%50% 9 or more 8 7 6 5 4 3 2 1 Figure: Overnight Visitors—Length of Stay (Days) TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP 9 or more 5.0%4.0%13.8%16.0%0.0% 8 2.6%3.6%7.8%4.3%0.0% 7 6.2%6.9%13.8%18.5%0.0% 6 3.4%4.1%12.9%5.5%0.0% 5 7.6%11.1%17.2%15.2%0.0% 4 10.2%23.2%8.0%12.1%0.0% 3 11.6%22.8%18.2%14.8%0.0% 2 8.8%19.5%7.8%10.7%0.0% 1 44.5%4.8%0.6%2.8%100.0% Mean 3.1 4.1 5.9 5.5 1.0 3.1 daysMEAN I -I ■ I -I ■ I -I -I -I -I Destination ~Analysts 402022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: How many total days and nights will you stay in Carlsbad? Base: All visitors. 741 completed surveys. The average Carlsbad visitor spent 2.2 nights in the destination (this increases to 5.0 for vacation rental guests and 4.5 for VFRs). OVERNIGHT VISITORS: LENGTH OF STAY (NIGHTS) 5.0% 2.6% 6.2% 3.4% 7.6% 10.2% 11.6% 8.8% 44.5% 0%10%20%30%40%50% 9 or more 8 7 6 5 4 3 2 1 Figure: Overnight Visitors—Length of Stay (Nights) TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP 8 or more 5.0%3.8%15.0%16.0%0.0% 7 3.1%5.2%8.2%4.3%0.0% 6 5.8%5.3%14.8%18.5%0.0% 5 5.5%8.6%19.0%5.5%0.0% 4 8.9%16.9%11.9%15.2%0.0% 3 10.1%20.4%16.1%12.1%0.0% 2 11.3%23.6%14.2%14.8%0.0% 1 7.2%16.1%0.7%13.5%0.0% 0 -Day Trip 43.0%0.0%0.0%0.0%100.0% Mean 2.2 3.4 5.0 4.5 0.0 2.2 nightsMEAN I -I ■ I -I ■ I -I -I -I -I Destination ~Analysts 412022 CARLSBAD VISITOR PROFILE 88.2% 10.5% 2.3% 0.3% 2.1% 0%10%20%30%40%50%60%70%80%90%100% I live close to Carlsbad I'm staying elsewhere close to Carlsbad I did not have enough time Hotels are too expensive Other REASONS FOR NOT STAYING OVERNIGHT Why did you decide NOT to stay overnight in Carlsbad on this trip? (Select all that apply) Base: All day-trip visitors. 241 completed surveys. Figure: Reasons for Not Staying OvernightAmong those who did not stay overnight in market, the top cited reason for this was living close enough to Carlsbad that it did not warrant a night away. Additionally, one in ten of this group said they were staying overnight elsewhere in the region. Very few (0.3%) cited the expense of the area’s hotels as a reason for not staying overnight in Carlsbad. I I Destination ~Analysts 422022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Please tell us how many people (including yourself) are in your immediate travel party. Base: All visitors. 853 completed surveys. 1.1 1.1 0.8 0.0 0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 Female Adults: Male Adults: Children under 18: Non-Binary Adults: The typical visiting travel party in 2022 had 3.1 people and nearly 56% of parties had children under the age of 18. Figure: Travel Party Composition TRAVEL PARTY COMPOSITION AVERAGE PARTY SIZE 3.1 people PARTIES WITH CHILDREN 55.6% TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Female Adults:1.1 1.2 1.6 1.3 0.9 Male Adults:1.1 1.2 1.5 1.1 0.9 Children under 18:0.8 0.9 0.6 0.8 0.9 Non-Binary Adults:0.0 0.0 0.0 0.0 0.0 Average Party Size 3.1 3.2 3.7 3.2 2.7 Travel Party with Children under 18 55.6%56.8%54.1%60.4%52.9% Destination ~Analysts 432022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: How did you arrive in Carlsbad? (Select one) Base: All visitors. 839 completed surveys. 58.5% 18.1% 12.9% 6.6% 0.8% 0.5% 0.1% 2.5% 0%10%20%30%40%50%60%70% Personal car or RV Commercial airline Train/Amtrak Rental car or rental RV Ride sharing service (i.e. Uber or Lyft) Shuttle bus Tour bus Other Arrival in destination was primarily via personal car/RV. Just under one in five Carlsbad visitors arrived via commercial airline, and nearly 13% came to the destination by train/Amtrak. Day trippers were the most likely segment to arrive by train (21.8%) while a higher proportion of vacation rental guests arrived via commercial airline (38.4%) relative to the other segments. Figure: Method of Arrival METHOD OF ARRIVAL TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Personal car or RV 58.5%54.5%49.1%48.2%70.3% Commercial airline 18.1%25.0%38.4%26.3%2.2% Train/Amtrak 12.9%3.9%3.2%16.5%21.8% Rental car or rental RV 6.6%12.6%7.0%4.3%2.1% Ride sharing service (i.e.Uber or Lyft)0.8%0.3%1.0%1.6%0.7% Shuttle bus 0.5%0.8%0.0%0.4%0.3% Tour bus 0.1%0.0%0.6%0.0%0.0% Other 2.5%3.0%0.8%2.6%2.6% --■ I l I Destination ~Analysts 442022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: On this trip, which of the following activities did you (or will you) participate in while in Carlsbad? (Select all that apply) Base: All visitors. 853 completed surveys. 61.9% 43.4% 41.1% 21.9% 16.2% 16.1% 10.8% 9.5% 9.0% 7.9% 6.4% 5.9% 4.7% 4.0% 3.3% 3.3% 2.2% 0%10%20%30%40%50%60%70% Dining in restaurants Theme parks/attractions Shopping Urban/City nightlife Hiking/climbing/biking Water sports/activities Specific hobbies of interest General sightseeing group tours Local craft beer tasting/tours Special event/festival Historic/teritage Sites Physical wellness activities Fishing (ocean or lake) Golf Guided tours Performing arts & museums Sporting event Dining in restaurants was the top activity among visitors in 2022 followed by theme parks, shopping and urban nightlife. Additionally, 7.9% also attended a special event/festival. Figure: Carlsbad Activities CARLSBAD ACTIVITIES TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Dining in restaurants 61.9%62.8%83.9%72.1%49.8% Theme parks/attractions 43.4%46.2%36.7%46.8%41.3% Shopping 41.1%41.7%66.3%55.8%26.5% Urban/City nightlife 21.9%23.4%47.1%31.8%8.6% Hiking/climbing/biking 16.2%15.6%33.5%25.9%6.5% Water sports/activities (surfing, boating, etc.)16.1%19.6%22.6%20.4%9.0% Specific hobbies of interest (bird watching, etc.)10.8%13.8%16.4%19.4%2.2% General sightseeing group tours 9.5%11.4%16.0%14.8%3.6% Local craft beer tasting/tours 9.0%12.0%16.4%10.9%3.5% Special event/festival 7.9%7.8%16.9%9.2%5.1% Historic/teritage Sites 6.4%6.2%8.6%14.3%1.5% Physical wellness activities (spa, massage, yoga, etc.)5.9%9.8%8.7%6.1%1.6% Fishing (ocean or lake)4.7%5.1%9.9%7.6%1.0% Golf 4.0%6.8%6.0%4.9%0.5% Guided tours 3.3%5.8%4.3%5.2%0.3% Performing arts & museums 3.3%3.1%9.4%5.1%0.9% Sporting event 2.2%2.4%4.5%2.8%1.5% ------• ■ ■ ■ I Destination ~Analysts 452022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: On this trip, which of the following did you (or will you) visit while in Carlsbad? (Select all that apply) Base: All visitors. 854 completed surveys. 61.5% 39.7% 21.8% 21.5% 18.9% 13.8% 13.6% 9.1% 5.7% 5.1% 5.0% 3.9% 3.8% 2.6% 2.6% 2.0% 1.0% 0.9% 0%20%40%60%80% Carlsbad Village Legoland California Resort Sea Life Aquarium Farmers Market Legoland Water Park Agua Hedionda Lagoon Discovery Center The Flower Fields at Carlsbad Ranch K1 Speed Go Kart Track Carlsbad Skate Park Museum of Making Music The Magee House Green Dragon Tavern & Museum Leo Carrillo Ranch & Historic Park Windmill Food Hall Miniature Engineering Craftmanship Museum Alga Norte Skate Park Army & Navy Academy Gemological Institute of America The top attractions amongst 2022 visitors were Carlsbad Village, Legoland, the Sea Life Aquarium and the Farmers Market. Hotel/motel and day trip visitors were the likeliest to visit Legoland California Resort (45.5% and 43.7%, respectively). Figure: Carlsbad Attractions CARLSBAD ATTRACTIONS TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Carlsbad Village 61.5%61.1%83.8%78.7%47.4% Legoland California Resort 39.7%45.5%26.0%29.1%43.7% Sea Life Aquarium 21.8%18.3%28.8%30.8%19.0% Farmers Market 21.5%28.7%32.0%28.2%8.9% Legoland Water Park 18.9%17.7%17.1%18.9%20.8% Agua Hedionda Lagoon Discovery Center 13.8%12.9%39.7%22.9%2.9% The Flower Fields at Carlsbad Ranch 13.6%15.7%26.7%23.6%3.6% K1 Speed Go Kart Track 9.1%8.5%17.0%16.3%4.0% Carlsbad Skate Park 5.7%4.2%15.6%10.7%2.0% Museum of Making Music 5.1%4.7%11.8%8.0%2.2% The Magee House 5.0%5.3%8.3%8.8%2.0% Green Dragon Tavern & Museum 3.9%2.6%9.8%6.1%2.5% Leo Carrillo Ranch & Historic Park 3.8%3.7%5.9%5.4%2.6% Windmill Food Hall 2.6%2.1%10.4%1.8%1.4% Miniature Engineering Craftmanship Museum 2.6%2.9%0.6%2.6%2.5% Alga Norte Skate Park 2.0%1.1%2.4%3.2%2.2% Army & Navy Academy 1.0%0.0%2.2%0.0%2.0% Gemological Institute of America 0.9%1.1%0.0%1.2%1.1% I -I -·-' • I ■ I ■ I ■ I ■ I I I I I I I I I ,I Destination ~Analysts 462022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: How much PER DAY did (or will) your immediate party spend on each of the following while in Carlsbad? (Please only include your spending in the Carlsbad.) Base: All visitors. 527 completed surveys. $112.04 $78.84 $65.06 $39.85 $35.55 $26.91 $18.30 $16.28 $3.90 $0 $50 $100 $150 Restaurant/Dining Shopping Hotel/Lodging Activities Groceries/Personal Items Local Transportation Wine Tasting Fees Entertainment Spa/Beauty/Health Club Mean Daily Spend per Party $396.73 Average People Covered 2.4 people Mean Daily Spend per Person $165.31 Figure: Daily In-Market Spending DAILY IN -MARKET SPENDING TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Restaurants & Dining $112.04 $145.19 $155.55 $128.72 $65.76 Shopping $78.84 $66.08 $149.99 $155.19 $30.24 Hotel/Lodging (Per night, before tax)$65.06 $180.50 $103.14 $0.00 $0.00 Activities, Museums, Sightseeing & Tours $39.85 $43.24 $41.78 $65.71 $25.03 Groceries/Personal Items $35.55 $24.38 $79.04 $83.03 $7.43 Local Transportation (Uber/Lyft, Car Rental, Gas, Bus, Parking)$26.91 $39.59 $37.04 $27.95 $14.00 Wine Tasting Fees, Tours & Bottles Purchased $18.30 $24.38 $35.33 $33.61 $1.12 Entertainment (Cultural performances, concerts, etc.)$16.28 $26.81 $28.33 $15.04 $5.25 Spa/Beauty/Health Club Services or Products $3.90 $5.53 $5.51 $6.75 $1.28 Mean Daily Spend per Party $396.73 $555.71 $635.70 $516.01 $150.10 Average People Covered by Spend 2.4 2.6 2.9 2.6 2.0 Mean Daily Spend per Person $165.31 $213.73 $219.21 $198.47 $75.05 It is estimated that the typical visitor to Carlsbad represents $165 in daily in-market spending. This is based on the average visiting travel party spending $396.73 per day in Carlsbad which covered an average of 2.4 people. Hotel guests have the highest daily in-market spend averaging $213.73. -----I Destination ~Analysts 472022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: What one word or phrase best describes Carlsbad as a leisure destination? Base: All visitors. 782 completed surveys. When asked to describe the city in one word or phrase, 2022 visitors most commonly said nice, relaxing, fun, beautiful and cool. It was noted that negative descriptors were not cited. Figure: Top-of-Mind Descriptions of Carlsbad (Unaided) TOP -OF-MIND DESCRIPTIONS OF CARLSBAD (UNAIDED) TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Nice 22.2%25.7%24.1%17.6%20.2% Relaxing 8.9%12.4%2.8%7.1%8.7% Fun 7.4%7.1%8.7%6.8%7.6% Beautiful 6.2%6.3%10.9%6.3%4.9% Cool 5.4%3.1%6.6%5.1%7.5% Wonderful 4.3%3.3%8.6%6.5%2.6% Amazing 3.8%4.1%9.0%3.7%2.2% Beach 3.7%2.6%0.0%3.1%5.7% Great 3.2%4.8%2.0%2.4%2.6% Sunny weather 3.0%2.6%1.1%5.1%2.9% Happy 2.7%3.7%3.3%0.9%2.6% Peaceful 2.4%1.4%2.6%2.9%2.9% Charming 1.9%0.7%0.0%2.0%3.4% Exciting 1.8%1.4%2.4%2.6%1.5% Work 1.7%0.3%0.0%0.0%4.2% Destination ~Analysts 482022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: What one word or phrase best describes how you feel in Carlsbad? Base: All visitors. 786 completed surveys. As for how Carlsbad leaves visitors feeling, happy was the dominant emotional state, followed by relaxed, peaceful, good and amazing.Again, no negative feelings were cited in this open-ended question. Figure: How Visitors Felt in Carlsbad (Unaided) HOW VISITORS FEEL IN CARLSBAD (UNAIDED) TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Happy 27.9%31.0%26.7%34.1%22.5% Relaxed 17.9%16.8%27.9%15.4%17.2% Peaceful 6.9%4.3%6.3%4.6%10.6% Good 6.8%7.9%3.2%6.7%6.8% Amazing 5.4%5.2%9.2%4.1%5.1% Fun 5.4%5.5%1.2%4.9%6.8% Energized 3.8%4.2%7.4%3.5%2.6% Satisfied 3.3%5.3%0.0%2.1%3.3% Chill 2.5%0.7%1.0%1.5%5.0% Wonderful 2.0%1.8%0.6%3.6%1.6% Lovely 1.6%1.2%0.6%1.9%2.1% Busy 1.3%0.5%4.8%1.2%0.8% Fantastic 1.2%0.9%2.2%1.2%1.1% Warm 1.2%0.9%1.0%2.0%1.1% Exciting 1.1%1.4%1.2%2.9%0.0% Destination ~Analysts 492022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: How satisfied are you with your experience in Carlsbad on this trip? (Select one) Base: All visitors. 836 completed surveys. 66.2% 32.2% 1.4% 0.2% 0.0% 0%20%40%60%80% Very satisfied Satisfied Neutral Unsatisfied Very unsatisified TOP 2 BOX 98.5% Carlsbad leaves visitors highly satisfied. In fact, nearly all (98.5%) gave a top-two box score for their experience in the destination. A majority (66.2%) of which said they were very satisfied. Figure: Carlsbad Trip Satisfaction CARLSBAD TRIP SATISFACTION TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Top 2 Box 98.5%97.0%100.0%98.8%99.1% Very satisfied 66.2%63.2%56.4%70.5%69.2% Satisfied 32.2%33.8%43.6%28.3%29.9% Neutral –neither satisfied nor unsatisfied 1.4%2.5%0.0%1.2%0.9% Unsatisfied 0.2%0.5%0.0%0.0%0.0% Very unsatisfied 0.0%0.0%0.0%0.0%0.0% Destination ~Analysts 502022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: How likely are you to recommend Carlsbad as a place to visit to other travelers? Please use a 10- point scale where 1 represents “Definitely will NOT recommend” and 10 represents “Certain to recommend.” Base: All visitors. 837 completed surveys. 63.4% 20.3% 10.2% 2.8% 1.8% 1.1% 0.1% 0.1% 0.2% 0.0% 0%50%100% 10 –Certain to recommend 9 8 7 6 5 4 3 2 1 - Definitely will NOT recommend In line with the high levels of satisfaction, visitors are very likely to recommend Carlsbad to others with 93.9% giving a top-3 box score and 63.4% saying they are certain to do so. Figure: Likelihood to Recommend Carlsbad LIKELIHOOD TO RECOMMEND CARLSBAD TOP 3 BOX 93.9% TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Top 3 Box 93.9%92.8%95.3%97.2%92.8% 10 –Certain to recommend 63.4%63.8%45.2%69.1%65.0% 9 20.3%18.2%31.4%18.9%19.6% 8 10.2%10.7%18.7%9.2%8.1% 7 2.8%4.0%2.8%0.9%2.8% 6 1.8%1.9%0.0%0.7%2.8% 5 1.1%0.8%1.0%0.7%1.6% 4 0.1%0.0%0.0%0.5%0.0% 3 0.1%0.0%1.0%0.0%0.0% 2 0.2%0.5%0.0%0.0%0.0% 1 0.0%0.0%0.0%0.0%0.0% Mean 9.4 9.3 9.1 9.5 9.4 Net Promoter Score 80.4 78.8 74.7 86.1 80.2 9.4MEAN 80.4NPS I -I I I I I I I I .. .. ----- Destination ~Analysts 512022 CARLSBAD VISITOR PROFILE Detail by Place of Stay 66.2% 32.2% 1.4% 0.2% 0.0% 0%20%40%60%80% Very satisfied Satisfied Neutral Unsatisfied Very unlikely TOP 2 BOX 86.5% Return visitation to the city is highly among 2022 visitors. TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Top 2 Box 86.5%80.1%77.2%83.0%96.4% Very likely 60.0%56.1%38.1%57.8%70.5% Likely 26.5%24.0%39.1%25.2%25.9% Neutral –neither likely nor unlikely 10.0%13.3%17.0%14.5%3.3% Unlikely 3.1%5.8%5.8%2.5%0.3% Very unlikely 0.3%0.9%0.0%0.0%0.0% Figure: Likelihood to Return to Carlsbad LIKELIHOOD TO RETURN TO CARLSBAD Question: How likely are you to return to Carlsbad? Base: All visitors. 842 completed surveys. Destination ~Analysts 522022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Which of the following did you use specifically to plan your trip BEFORE ARRIVING? (Select all that apply) Base: All visitors. 853 completed surveys. 40.1% 18.1% 9.8% 9.5% 8.0% 7.6% 6.8% 0%10%20%30%40%50% Family member or friend General travel website VisitCarlsbad on social media Official Carlsbad Street or Visitor Map Hotel website/concierge VisitCarlsbad.com Travel guide books Beyond word-of-mouth recommendations from friends/family, 2022 visitors most often turned to general travel websites to help plan their trip to Carlsbad. In addition, one in four visitors (24.8%) used an official Visit Carlsbad resource. Figure: Trip Planning Resources TRIP PLANNING RESOURCES TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Family member or friend 42.6%21.8%50.0%80.2%34.0% General travel website (e.g., TripAdvisor, Travelocity or Expedia)18.8%34.0%25.3%7.6%7.4% VisitCarlsbad on social media (Facebook, Instagram, Twitter, LinkedIn etc.)10.3%12.5%18.7%5.8%6.3% Official Carlsbad Street Map or Visitor Map 9.3%10.4%12.6%3.8%10.4% Hotel website/concierge 8.6%14.2%15.1%2.0%3.4% Official Carlsbad tourism website, VisitCarlsbad.com 8.1%7.8%16.2%4.2%6.0% Travel guidebooks 7.5%10.5%14.5%4.0%2.9% Total Used an Official Visit Carlsbad Resource 24.8%28.2%44.7%13.3%21.5% 24.8% USED AN OFFICIAL CARLSBAD RESOURCE TO PLAN TRIP I -I Destination ~Analysts 532022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: How long before you arrived in Carlsbad did you make the decision to visit Carlsbad for this trip? Base: All visitors. 836 completed surveys. 2.6% 3.5% 5.1% 9.5% 14.5% 15.0% 49.7% 0%10%20%30%40%50%60% More than 12 months ago 6-12 months ago 4-6 months ago 2-4 months ago 1-2 months ago 2-4 weeks ago Within the last week The average travel planning window for visitors was 6.2 weeks. This jumps up to an average of 8.8 weeks for hotel/motel guests. A majority of day trip visitors (65.1%) said the made the decision to visit Carlsbad within a week before their trip. Figure: Trip Planning Period TRIP PLANNING PERIOD TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP More than 12 months ago 2.6%3.5%0.6%0.9%3.2% 6-12 months ago 3.5%5.8%5.3%3.2%1.2% 4-6 months ago 5.1%6.4%9.1%9.5%0.3% 2-4 months ago 9.5%16.7%8.3%6.4%4.5% 1-2 months ago 14.5%17.9%16.2%15.0%10.9% 2-4 weeks ago 15.0%17.3%11.6%14.2%14.8% Within the last week 49.7%32.3%49.0%50.7%65.1% Mean (weeks)6.2 8.8 6.5 5.8 3.9 6.2 weeksMEAN I I ■ - 11111 Destination ~Analysts 542022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Which of the following destinations have you visited for leisure in the past two (2) years? (Select all that apply) Base: All visitors. 853 completed surveys. 75.4% 59.1% 26.4% 21.5% 18.8% 10.5% 0%10%20%30%40%50%60%70%80% San Diego area Los Angeles area San Francisco Bay Area Palm Springs area Santa Barbara area Monterey area Looking at past visitation to other major destinations within California, 2022 Carlsbad visitors most often have made trips to the San Diego area, Los Angeles area, and San Francisco Bay area in the past 2 years. Figure: Other California Destinations Visited (Past 2 Years) OTHER CALIFORNIA DESTINATIONS VISITED (PAST 2 YEARS) TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP San Diego area 75.4%64.8%75.5%74.1%85.7% Los Angeles area 59.1%48.6%56.5%55.7%71.8% San Francisco Bay Area 26.4%27.4%29.7%25.7%25.2% Palm Springs area 21.5%13.7%14.7%19.0%31.9% Santa Barbara area 18.8%16.0%19.2%11.5%24.8% Monterey area 10.5%5.4%6.9%9.2%16.9% Destination ~Analysts RESPONDENT DEMOGRAPHICS 562022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: What is your gender? (Select one) Base: All visitors. 836 completed surveys. 49.9% 48.7% 0.4% 0.1% 1.0% 0%10%20%30%40%50%60% Female Male Non-binary Other I prefer not to answer There was an even gender split among respondents. Figure: Gender Identity GENDER IDENTITY TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Female 49.9%45.4%58.2%55.9%48.6% Male 48.7%53.5%40.3%43.5%49.2% Non-binary 0.4%0.4%0.8%0.0%0.4% Other 0.1%0.0%0.0%0.6%0.0% I prefer not to answer 1.0%0.7%0.8%0.0%1.7% I I Destination ~Analysts 572022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: What is your age? (Select one) Base: All visitors. 791 completed surveys. 17.2% 28.6% 39.8% 8.1% 6.4% 0%10%20%30%40%50% Boomers Gen X Millennials Gen Z I prefer not to answer The average visitor in 2022 was 43.0 years of age. Day trippers tended to be younger (39.9). Figure: Age AGE Mean 43.0 TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Boomers 17.2%17.3%22.6%23.5%11.5% Gen X 28.6%32.2%26.4%35.9%22.6% Millennials 39.8%40.2%41.7%31.0%43.7% Gen Z 8.1%4.8%7.5%5.8%12.3% I prefer not to answer 6.4%5.6%1.8%3.7%9.8% Mean 43.0 44.0 44.0 46.3 39.9 Destination ~Analysts 582022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Which best describes the combined annual income of all members of your household? (Select one) Base: All visitors. 477 completed surveys. 2.0% 9.0% 14.0% 12.7% 10.8% 7.3% 44.1% 0%10%20%30%40%50% $200,000 or more $150,000 to $199,999 $120,000 to $149,999 $100,000 to $119,999 $50,000 to $99,999 Less than $49,999 I prefer not to answer The 2022 visitor was also affluent with an average household income of over $112,000. Hotel guests had higher than average earnings with a combined household income of over $118,000. Figure: Annual Household Income ANNUAL HOUSEHOLD INCOME Mean $112,140 TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP $200,000 or more 2.0%2.1%1.0%0.5%3.0% $150,000 to $199,999 9.0%13.3%7.4%8.5%6.1% $120,000 to $149,999 14.0%16.2%16.0%15.8%10.9% $100,000 to $119,999 12.7%14.8%18.2%14.0%9.0% $50,000 to $99,999 10.8%10.5%13.9%15.1%8.5% Less than $49,999 7.3%6.4%9.2%5.3%8.6% I prefer not to answer 44.1%36.8%34.3%40.8%53.8% Mean $112,140 $118,623 $105,373 $110,147 $108,083 11111 Destination A A V nalysts 592022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Which of the following best describes your current marital status? (Select one) Base: All visitors. 835 completed surveys. 31.3% 27.0% 22.5% 6.9% 1.4% 11.0% 0%10%20%30%40% Married/partnered with children under 18 Single Married/partnered Single with children under 18 Other I prefer not to answer A majority (53.8%) of visitors were married; 33.8% were single. Figure: Marital Status MARITAL STATUS TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Single 27.0%26.0%32.2%26.8%27.2% Single with children under 18 6.9%4.3%8.2%10.6%7.2% Married/partnered 22.5%24.9%34.0%24.6%15.4% Married/partnered with children under 18 31.3%37.3%24.3%27.6%29.9% Other 1.4%1.1%0.0%1.2%2.2% I prefer not to answer 11.0%6.4%1.2%9.1%18.1% I I I Destination ~Analysts 602022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Which best describes your ethnicity? (Select all that apply) Base: All visitors. 849 completed surveys. 49.0% 25.8% 9.6% 6.1% 2.6% 1.4% 0.7% 4.9% 4.1% 0%10%20%30%40%50%60% White Hispanic/Latino Asian Black/African American Native American/Alaskan Native Native Hawaiian or Pacific Islander Middle Eastern/Northern African Other I prefer not to share Approximately half of visitors surveyed were White identifying (49%), meanwhile 25.8% were Latino/Hispanic and 9.6% were Asian. Figure: Racial or Ethnic Identity RACIAL OR ETHNIC IDENTITY TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP White 49.0%46.7%51.8%47.5%50.2% Hispanic/Latino 25.8%23.8%21.4%31.6%25.9% Asian 9.6%12.6%6.0%4.3%10.5% Black/African American 6.1%7.0%6.7%8.4%4.3% Native American/Alaskan Native 2.6%1.5%4.7%6.1%1.5% Native Hawaiian or Pacific Islander 1.4%1.5%3.0%2.3%0.3% Middle Eastern/Northern African 0.7%1.1%1.6%0.0%0.5% Other 4.9%5.7%9.7%4.6%3.1% I prefer not to share 4.1%3.9%0.6%1.3%6.7% I -I ■ I I I I I I I ■ I I I Destination ~Analysts 612022 CARLSBAD VISITOR PROFILE Detail by Place of Stay Question: Which best describes you? (Select one) Base: All visitors. 818 completed surveys. 88.1% 4.5% 0.9% 6.5% 0%20%40%60%80%100% Heterosexual LGBTQ+ Other I prefer not to answer In total 4.5% of 2022 visitors identify as LGBTQ+. Figure: LGBTQ+ LGBTQ+ TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP Heterosexual 88.1%87.2%90.1%88.8%87.8% LGBTQ+4.5%5.7%8.8%4.4%2.3% Other 0.9%1.8%0.0%1.8%0.0% I prefer not to answer 6.5%5.3%1.0%5.0%9.9% I I I I I I Destination ~Analysts POINT OF ORIGIN 632022 CARLSBAD VISITOR PROFILE Question: In which country do you reside? Base: All visitors. 851 completed surveys. 83.2% 6.5% 2.0% 1.7% 1.1% 0.7% 0.6% 0.5% 0.4% 0.3% 3.1% 0%10%20%30%40%50%60%70%80%90% United States Mexico Canada Spain Italy China Australia United Kingdom France Germany Other Domestic 83.2% International 16.8% Just under 17 percent of visitors were international with Mexico, Canada and Spain having the greatest representation (outside the U.S.) in the survey sample. Figure: Domestic vs International Visitors POINT OF ORGIN: TOP COUNTRIES OF RESIDENCE Figure: Top Origin Countries I • I I I I I I Destination ~Analysts 642022 CARLSBAD VISITOR PROFILE Question: What is your zip code? Base: All US visitors. 641 completed surveys. 60.5% 7.0% 3.7% 3.7% 2.8% 2.6% 2.3% 2.2% 2.0% 1.4% 1.2% 0.8% 0.7% 0.6% 0.6% 0.6% 0.5% 0%10%20%30%40%50%60%70% California Arizona Nevada Texas Colorado Utah Washington Florida Oregon New York New Mexico Illinois Nebraska Tennessee Michigan Wisconsin Minnesota In-State 60.5% Out-of-State 39.5% Among domestic respondents, 61% were in-state visitors and 40% were from out of state with Arizona, Nevada, Texas, Colorado and Utah being the top source markets outside California. Figure: In-State vs Out-of-State Visitors POINT OF ORGIN: TOP STATES OF RESIDENCE Figure: Top Origin States I -I -I -I ■ I ■ I ■ I ■ I ■ I I I I Destination ~Analysts 652022 CARLSBAD VISITOR PROFILE Detail by Place of Stay 32.3% 9.0% 8.7% 5.1% 3.9% 3.6% 2.4% 2.1% 1.9% 1.8% 1.8% 1.4% 1.4% 1.3% 1.2% 0%10%20%30%40% San Diego, CA Riverside-San Bernardino-Ontario, CA Los Angeles-Long Beach, CA Phoenix-Mesa, AZ Orange County, CA Las Vegas, NV-AZ Salt Lake City-Ogden, UT Dallas-Fort Worth, TX Seattle-Everett, WA San Francisco-Oakland, CA Bakersfield, CA Denver-Boulder, CO Ventura, CA Sacramento, CA New York, NY-NJ Question: What is your zip code? Base: All US visitors. 601 completed surveys. By MSA, Carlsbad visitation was greatest from nearby San Diego, followed by Riverside-San Bernardino-Ontario, Los Angeles-Long Beach, Phoenix-Mesa, Orange County and Las Vegas. Figure: Top MSAs of Residence POINT OF ORGIN: TOP MSA s OF RESIDENCE TOTAL HOTEL/ MOTEL VACATION RENTAL VFR DAY TRIP San Diego, CA 32.3%2.6%2.6%8.2%65.9% Riverside-San Bernardino-Ontario, CA 9.0%7.9%3.9%10.0%10.4% Los Angeles-Long Beach, CA 8.7%9.7%5.5%8.8%8.7% Phoenix-Mesa, AZ 5.1%12.5%4.6%5.0%0.4% Orange County, CA 3.9%6.0%2.0%3.4%3.1% Las Vegas, NV-AZ 3.6%5.3%8.8%6.6%0.4% Salt Lake City-Ogden, UT 2.4%1.8%7.4%5.7%0.6% Dallas-Fort Worth, TX 2.1%2.6%0.0%2.3%1.7% Seattle-Everett, WA 1.9%4.7%1.0%0.7%0.6% San Francisco-Oakland, CA 1.8%4.0%4.2%0.7%0.6% Bakersfield, CA 1.8%2.8%1.0%4.3%0.4% Denver-Boulder, CO 1.4%3.1%1.0%2.5%0.0% Ventura, CA 1.4%2.5%0.0%1.8%0.7% Sacramento, CA 1.3%2.5%3.2%0.0%0.6% New York, NY-NJ 1.2%1.1%4.6%2.9%0.0% I -I -I • I ■ I ■ I I I I I I I I I I I I I I Destination ~Analysts