Visitor Profile Research Winter 2018 19 Strategic Marketing

Visitor Profile Research Winter 2018 -19 Strategic Marketing & Research Insights LLC

Introduction Table of Contents • Background • Research Objectives • Methodology Detailed Findings • Travel Planning • Trip Characteristics • Travel Party Characteristics • Views Toward Gulf Shores/ Orange Beach and Trip Satisfaction Appendix • Comparing Target Travelers to Other Travelers • Comparing Non-Target Trips Year. Over-Year GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 2

Introduction Visitor Profile Research – Winter 2018 -19 3

Background • The Gulf Shores & Orange Beach area is a year-round leisure travel destination featuring 32 miles of white-sand beaches along Alabama’s southern border to the Gulf of Mexico. The destination remains largely condo/vacation rental in terms of paid lodging inventory. But with new hotel properties rapidly coming online, there is a need to understand different audiences and behaviors for hotel users versus the more traditional visitors who stay in vacation rentals. • Gulf Shores & Orange Beach Tourism (GSOBT) is responsible for marketing the Alabama Gulf Coast as a year-round destination, while stewarding a thoughtful, sustainable level of growth. In support of this mission, GSOBT has conducted quarterly visitor profile research for nearly 20 years. To attract and manage additional visitation to the area, it is critical to first have a thorough understanding of the current situation, and visitor profiling is a vital way to gain that understanding. • GSOBT partners with Strategic Marketing & Research Insights (SMARInsights) to gather information from visitors to better understand the visitor experience, existing image of the area, demography and geographic origins of visitors by season. The research objectives include understanding what visitors think of the area, what drives them to visit, what their experience is in the area, trip satisfaction and characteristics, and travel planning. The methodology is largely online and is outlined in detail in the following section. • In addition, to overcome a data deficit from 2017, SMARInsights gathered data on trips taken in 2017. The analysis reported here incorporates those trips as well. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 4

Research Objectives Gather information on winter visitors, determining visitor origins and demographics Explore the motivations that drive visitation to the area, satisfaction with the experience, and additional opportunities that may exist Profile target visitors: those who stay between one and 30 nights in paid accommodations in the Gulf Shores, Orange Beach, or Fort Morgan area Gather data on other visitors (day trippers and those who stay longer than 30 days in paid or unpaid accommodations) Compare data gathered from travelers who came to the area in 2017 -18 to those who visited in 2018 -19 Forward conclusions and recommendations to assist GSOBT in staying current with marketing and strategies GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 5

Methodology • This report presents information collected through online surveys of visitors to Gulf Shores, Orange Beach, or Fort Morgan during winter 2017 -18 and winter 2018 -19 (December through February). • Potential respondents were screened to ensure they were travelers to the Gulf Shores/Orange Beach area and were at least 25 years of age. • Travelers were asked about trips taken in 2017 -18 and 2018 -19. • Data is weighted to match the destination’s actual occupancy rates over the relevant time period. Winter 2017 -18 Winter 2018 -19 Target trips (stayed 1 -30 nights in paid accommodations) 554 401 Non-target trips (visited but did not stay overnight, did not use paid accommodations, or stayed more than 30 nights) 363 105 Number of trips represented in the data • Rather than using geofenced travelers, the winter research confirmed visitor origin markets through mobile location data, excluding local residents and workers/commuters. • Appendices include: 1) a discussion about November trips, as there was interest in whether it was more appropriate to include these with fall or winter; 2) Welcome Center analysis; and 3) tables of results on nontarget GS/OB visits. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 6

Detailed Findings Visitor Profile Research – Winter 2018 -19 7

Travel Planning • Half of winter trips are planned 3 weeks to 3 months ahead of time. Year-over-year, the winter trip planning horizon has lengthened. • There is a difference in planning horizon by lodging type, as we will see next. How far in advance did you begin planning your winter trip to Gulf Shores/Orange Beach? 2017 -18 (a) 2018 -19 (b) 36% a 28% b 22% 10% 25% 17% a 16% b b 6% Less than 1 week 10% 1 -2 weeks 7% 3 weeks-1 month 2 -3 months 4 -6 months 15% 11% More than 6 months 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. Question text: How far in advance did you begin planning your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 8

Travel Planning – Hotel vs. Condo Rental • As we have seen in other seasons, visitors who stay in hotels are more likely to plan and book in the short term. Winter Trip Planning Horizon by Lodging Type (2018 -19 data) Less than 1 week Hotel (d) Condo (c) 12% 8% 1 -2 weeks 27% 11% 3 weeks-1 month 2 -3 months c 4 -6 months 28% 25% More than 6 months 20% 30% 12% 8% 5% 14% Vacation rental/condo n= 109 (c); Hotel/motel n=292 (d); c / d indicate statistically significant differences at the 95% level. Question text: How far in advance did you begin planning your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 9

Travel Planning • As with trip planning overall, half of winter lodging bookings take place 3 weeks to 3 months ahead of travel. • These parallel time frames suggest that planning and booking happen simultaneously for many travelers. How far in advance did you book your lodging in Gulf Shores/Orange Beach? 2017 -18 (a) 2018 -19 (b) 34% 26% 31% 25% 18%b 9% 18% 12% 7% Less than 1 week 5% 1 -2 weeks 3 weeks-1 month 2 -3 months 4 -6 months a 9% 8% More than 6 months 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. Question text: How far in advance did you book your lodging in Gulf Shores/Orange Beach? Response options as shown in graph above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 10

Travel Planning Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? 2018 -19 (b) 2017 -18 (a) Vacation home rental booking sites (Airbnb, VRBO, etc. ) 43% 39% 31% 30% Family or friends • The top winter visit planning resources remain homesharing sites and family or friends. • However, unlike what we see in other seasons, winter trips rely more on these booking sites than on family or friends. • There has been significant growth year over year in winter visitor usage of the GSOBT website. Traveler review sites or apps (Trip. Advisor, Yelp, etc. ) Social media (Facebook, Instagram, etc. ) GSOBT website Booking websites or apps (Orbitz, Expedia, etc. ) Hotel websites Travel/visitor guide Local vacation rental company sites Travel advice websites or apps (Expedia, AAA, etc. ) Travel blogs Alabama’s official tourism website (www. alabama. travel) Advertisements (magazine, online, etc. ) Question text: Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? Response options as shown in graph. You mentioned you used a travel/visitor guide to plan your Gulf Shores/Orange Beach trip. In what format did you access the guide? GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Magazine and newspaper articles 11% 23% a 22% a 15% 21% a 13% 20% 18% 20% 15% 13% 14% 13% 15% 13% a 8% 10% 5% b 10% 3% b 6% 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. 11

Travel Planning Visitor Guide format (2018 -19 data) Printed guide; 15% Both; 29% • Of the 15% of winter visitors who use the visitor guide, most download the digital version. Digital guide downloaded from the website; 56% • In both its print and digital version, the guide serves multiple purposes; 16% used the guide for two or more reasons. • In terms of how they are using the guide, nearly half of winter visitors reviewed it before deciding to come to GS/OB, while considering places to go. • Nearly half also reviewed the guide after choosing GS/OB as their destination, and they used it to help plan their trip. • A fifth of winter visitors use the guide in-market as a resource. When did visitors use the travel guide? (2018 -19 data) 48% 49% 21% Before deciding to visit After deciding to visit Once arrived in GS/OB, while considering GS/OB, to help plan your as a resource places to go trip Question text: Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? Response options as shown in graph. You mentioned you used a travel/visitor guide to plan your Gulf Shores/Orange Beach trip. In what format did you access the guide? 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 12

Travel Planning – Hotel vs. Condo Rental • Some differences in trip planning resources by lodging type are intuitive – those who stay in vacation rentals use vacation rental sites and apps more, and those who stay in hotels use hotel sites more. • Hotel users also rely more on booking websites or apps, as well as the visitor guide and ads. As we see in other seasons, hotel users are more likely than vacation rental stayers to visit a GS/OB Welcome Center. • A higher share of winter visitors than fall use the Welcome Center. d 47% Trip planning resources with biggest difference by lodging type (2018 -19 data) Condo (c) 32% 14% Vacation home rental booking sites 21% Family or friends 22% Traveler review sites or apps 20% GSOBT website Hotel (d) c 40% c 31% 27% Visited the Gulf Shores/Orange Beach c Welcome Center (2018 -19 data) c 19% Booking websites or apps 47% c c 29% 22% 14% Hotel websites 14% Travel/visitor guide 10% c 12% 4% Travel advice Advertisements websites or apps Question text: Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 30% Condo (c) Hotel (d) Vacation rental/condo n= 109 (c); Hotel/motel n=292 (d); c / d indicate statistically significant differences at the 95% level. Question text: Did you visit the Gulf Shores/Orange Beach Welcome Center? Yes/No 13

Travel Planning • Of those who did not visit a welcome center, the most common reason is already being familiar with the destination. Why didn’t you visit the welcome center? (2018 -19 data) No interest/didn't want to; 8% No time/not in plans; 8% No reason; 9% Didn't know/think about it; 17% No need/already familiar; 41% Visiting friends/family; 2% Other; 4% Not sure; 3% Been there before; 8% Question text: Why didn’t you visit the welcome center? [coded open ended responses shown] GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 14

Trip Characteristics Prior to this visit, was Gulf Shores/ Orange Beach familiar to you? (2018 -19 data) Yes, I’ve been many times and know it will deliver the vacation I want • Most GS/OB trips are repeat visits from those who are familiar with the destination. 44% • About one in five winter visits are first-time trips to GS/OB, down from fall. 27% Yes, I go there every year No, I was not familiar with Gulf Shores/Orange Beach prior to planning my recent trip 18% Share of trips that are first-time visits to Gulf Shores/Orange Beach 22% 18% 17% Yes, I’ve always wanted to go there Yes, I have family and friends there 13% Yes, I was attending a planned event (tournament, meeting, wedding, etc. ) 7% Yes, I used to live there 7% 2017 (a) 2018 (b) Question text: Prior to your visit, was Gulf Shores/Orange Beach familiar to you? Response options as shown in graph above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 15

Trip Characteristics Reason for visit • The vast majority of winter target trips are vacations, with few business or sports visitors. • 16% of winter trips are to visit family or friends, but do not include lodging with family and friends. These target trips used paid lodging. For a vacation where I stayed overnight; 78% Visiting family or friends; 16% Visiting for sports/ tournament; 2% For business or a conference; 2% Question text: Why were you in Gulf Shores/Orange Beach in [MONTH FROM S 1]? Response options as shown in graph above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 16

Differences in Reasons for Familiarity (2018 -19 data) Hotel visitors are more likely than vacation rental users to be aspirational (always wanted to go there). Condo (c) Hotel (d) 45% 33% 27% c 27% 25% 21% 19% 15% 13% 11% 7% 6% 5% Yes, I’ve been Yes, I go there No, I was not Yes, I’ve always Yes, I have many times every year familiar with wanted to go family and know it will GS/OB prior to there friends there deliver the planning my vacation I want recent trip Yes, I used to live there Yes, I was attending a planned event (tournament, meeting, wedding, etc. ) Vacation rental/condo n= 109 (c); Hotel/motel n=292 (d); c / d indicate statistically significant differences at the 95% level. Question text: Prior to your visit, was Gulf Shores/Orange Beach familiar to you? Response options as shown in graph above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 17

Trip Characteristics • The majority of winter visitors drive to GS/OB. • Of those who flew, most flew into Pensacola. The main source markets of those who flew in winter 2018 -19 are Chicago and Nashville. How did you get to Gulf Shores/Orange Beach? 20% 3%b 20% 0% Pensacola International Airport; 80% Airplane Bus Automobile Into which airport did you fly? (2018 -19 data) 75% 78% Mobile Regional Airport; 10% Other; 10% 2017 -18 (a) 2018 -19 (b) Question text: How did you get to Gulf Shores/Orange Beach for your trip? Select the one mode of transportation that you used to travel the most miles for this trip. Response options as shown in graph above. 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Question text: Into which airport did you fly? Response options as shown in graph above. 18

Trip Characteristics • Hotel stayers are more likely to fly than those who use condo/vacation rentals. Transportation to GS/OB by lodging type (2018 -19 data) 19% 30% 0% c 2% Airplane Bus Automobile 79% d Condo (c) 66% Hotel (d) Question text: How did you get to Gulf Shores/Orange Beach for your trip? Select the one mode of transportation that you used to travel the most miles for this trip. Response options as shown in graph above. Vacation rental/condo n= 109 (c); Hotel/motel n=292 (d); c / d indicate statistically significant differences at the 95% level. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 19

Trip Characteristics • Two-thirds of winter visits included a beach visit, followed by dining and relaxing. • As in fall, about half of trips included shopping. Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response options as shown in tables above. Winter trip participation 2017 -18 2018 -19 Beaches 64% 66% Dining out 52% 61%b Relaxing 49% 56%b Shopping 41% 50%b Sightseeing 40% 41% Swimming 27% 30% The Wharf 14% 27%b Tanger Outlets 7% 27%b Gulf State Park 8% 26%b Shelling 18% 21% Visiting friends/relatives who live in 12% 20%b the area Hiking on trails 12% 19%b Exercise/Working out 12% 18%b Watching wildlife 22% 17% Photography 16% Family/friends reunion 18% 15% Historical sites 12% 15% Alabama’s Coastal Connection Scenic 5% 15%b Byway Dolphin tour 11% 14% National Naval Aviation Museum 7% 14%b Alabama Gulf Coast Zoo 3% 14%b Adventure Island 5% 13%b Concerts and nightlife 14% 13% Bicycle riding 7% 13%b Battleship USS Alabama 7% 12%b Fort Morgan Historic Site 9% 12% GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Cont’d. 2017 -18 2018 -19 Festivals/special non-sports events 7% 12% Fishing 14% 11% Kayaking/Canoeing/Paddle boarding 13% 11% Dauphin Island 11% Boating or sailing 8% 11% Bon Secour National Wildlife Refuge 9% 10% Golfing 5% 9%b Visiting a spa 8% 9% The Track 3% 6%b Birdwatching 9% 6% Scuba diving/Snorkeling 7% 6% Waterville 7% 5% OWA Park 5% 5% Parasailing/Jet skiing 5% 4% Hugh S. Branyon Backcountry Trail 3% 3% Bellingrath Gardens 5% 3% Sporting events 1% 3% Tennis 9% 3% 20

Trip Characteristics d • As we have seen in other seasons, vacation renters are more likely than hotel stayers to feature beach visits in their winter trips. Beach by Lodging Type 67%a 67% 54% 38% Hotel (a) Condo 2017 -18 (c) Hotel (b) Condo 2018 -19 (d) Condo/vacation rental 2017 -18 n= 100 (a); 2018 -19 n=109 (b) Hotel/motel 2017 -18 n= 454 (c); 2018 -19 n=292 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response chosen: beach GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 21

Trip Characteristics • Roughly half of winter GS/OB visits are motivated by the beach, meaning that visitors chose the destination because of this asset. • About a third of winter visitors said the area was their choice due to the opportunity it provides for relaxation. Top winter trip motivators 2017 -18 2018 -19 Beaches 46% 53% Relaxing 31% 38% Dining out 24% 18% Shopping 22% 18% Sightseeing 20% 18% Swimming 5% 12% Visiting friends/relatives who live in the area 5% 12% Tanger Outlets 5% 9% Family/friends reunion 15% 9% Shelling 3% 9% Question text: Which of these attractions and activities motivated you to choose Gulf Shores/Orange Beach as the destination for your trip? Select up to 5. Response options are those selected as activities/attractions participated in. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 22

Trip Characteristics • Spending for winter trips is consistent year over year, with vacation rental/condo spending rising to meet hotel spending (versus fall, where hotel spending was higher). • The per-person efficiency of vacation rentals is one of the appeals for larger groups. Average Per-Person Per-Night Spending $106 Per-Person Per-Night Spending by Lodging Type Condo $111 $105 (a) 2017 -18 (a) 2018 -19 (b) $110 2017 -18 (c) Hotel $110 (b) $110 2018 -19 (d) Condo/vacation rental 2017 -18 n= 100 (a); 2018 -19 n=109 (b) Hotel/motel 2017 -18 n= 454 (c); 2018 -19 n=292 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: To help us better understand the economic impact of tourism, what was the approximate amount of money your travel party spent while in Gulf Shores/Orange Beach on your trip? [Category prompts] Including yourself, how many people were in your travel party? How many nights did you stay in Gulf Shores/Orange Beach during this trip? If you did not stay overnight, please enter '0'. Open-ended numeric responses. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 23

Trip Characteristics • Visitor spending is up this year, although each spending category represents nearly the same share of spending as in 2017. Average Travel Party Expenditures per Trip – WINTER 2017 -18 (a) 2018 -19 (b) Average Travel Party Expenditures per Trip – WINTER 2017 -18 2018 -19 Vacation rental (a) Hotel (b) Vacation rental (c) Hotel (d) Lodging $955 b $396 $1, 022 a $407 20% Meals/food/groceries $410 b $226 $489 $260 $338 15% Shopping $285 $242 $349 $257 13% $243 11% Recreation or entertainment $268 $204 $250 $189 $94 5% $271 a 12% Transportation within Gulf Shores $91 $121 $297 $91 Other $58 3% $53 2% Other $55 $77 $50 $74 TOTAL $1, 972 TOTAL $2, 064 b $1, 267 $2, 458 $1, 278 Spending % of total Lodging $890 45% $944 41% Meals/food/groceries $389 20% $460 Shopping $280 14% Recreation or entertainment $261 Transportation within Gulf Shores $2, 310 2017 -18 n= 554 (a); 2018 -19 n=401 (b). Condo/vacation rental 2017 -18 n= 100 (a); 2018 -19 n=109 (b) Hotel/motel 2017 -18 n= 454 (c); 2018 -19 n=292 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: To help us better understand the economic impact of tourism, what was the approximate amount of money your travel party spent while in Gulf Shores/Orange Beach on your trip? [Category prompts] Open-ended numeric responses. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 24

Travel Party Characteristics • Travel party size and length of stay are consistent year over year. • Condo/vacation rental visitors stay longer and visit with larger travel parties than those who stay in hotels. Travel party size Trip Metrics by Lodging Type Length of stay 5, 5 5, 3 2017 -18 3, 5 5, 5 3, 6 2017 -18 2018 -19 (a) 3, 9 (c) Condo 3, 1 2, 9 (b) (d) Hotel Travel party 5, 7 3, 6 (a) (c) Condo (b) 3, 8 Hotel (d) Length of stay Condo/vacation rental 2017 -18 n= 100 (a); 2018 -19 n=109 (b) Hotel/motel 2017 -18 n= 454 (c); 2018 -19 n=292 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: Including yourself, how many people were in your travel party? How many nights did you stay in Gulf Shores/Orange Beach during this trip? If you did not stay overnight, please enter '0'. Open-ended numeric responses. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 25

Travel Party Characteristics • About 4 in 10 winter travel parties included children. The ages of the visiting children varied evenly across age groups. Who traveled with you on this trip? (2018 -19 data) Spouse/Partner Ages of Children (of travel parties with kids) 2018 -19 data 81% Children under 18 41% Adult friends/relatives 58% 56% Under 6 years old 6 -11 years old 53% 36% Business associates 1% Sports team 1% 12 -17 years old Question text: What ages were the children in your travel party? Response options as shown in graph above. 2017 -18 travel parties with kids is a small sample size (n=13), so that year is omitted. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 26

Travel Party Characteristics • The average of the winter target visitor is 44. • While many of the demographic features are similar, the most recent winter brought in higher income visitors. The share of winter visitors with household incomes over $100, 000 lifted the overall income average. This could be due to economic factors preventing travel among lower income travelers, such that only higher income travelers are visiting. Year-over-Year Demographic Profile WINTER VISITORS 2017 -18 (a) 2018 -19 (b) Male 35%b 26% Female 65% 74%a Average 44 44 Married 76% 73% Divorced/Separated 9% 6% Single/Never married 2% 1% Widowed 12% 20%a Average $98, 425 $132, 941 Gender Age Marital status HH income 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. Question text: Are you…? (Male, Female) What is your age? Are you currently…? (Married, Divorced/Separated, Widowed, Single/Never married) Which of the following categories best represents the total annual income for your household before taxes? (Less than $35, 000, $35, 000 but less than $50, 000, $50, 000 but less than $75, 000, $75, 000 but less than $100, 000, $100, 000 or more) GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 27

Travel Party Characteristics Winter demographic profile by lodging type • Higher income among recent visitors is true across lodging types. A third of recent visitors have household incomes of over $100, 000, compared to roughly one in five from the prior winter. Condo/vacation rental 2017 -18 n= 100 (a); 2018 -19 n=109 (b) Hotel/motel 2017 -18 n= 454 (c); 2018 -19 n=292 (d) a / b / c / d indicate statistically significant differences at the 95% level. Male Female Age Average Married Divorced/Separated Marital status Single/Never married Widowed HH income Average Education College grad+ Executive/upper management IT professional Educator Homemaker Student Occupation Small business owner Skilled trade/service Other Retired Not currently employed Caucasian/White African-American/Black Latino/Hispanic Ethnicity Asian American Indian Other Gender GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 2017 -18 Vacation Hotel (b) rental/condo (a) 33% 67%b 45 b 77% 9% 2% 12% $106, 918 70% 12% 5% 7% 7% 5% 12% 25% 7% 86% 7% 7% 0% 2% 2% 54% 46% 38 71% 8% 3% 18% $97, 372 69% 27% 16% 6% 6% 2% 8% 6% 14% 10% 5% 80% 9% 6% 7%a 2% 1% 2018 -19 Vacation Hotel (d) rental/condo (c) 24% 76% 45 73% 6% 1% 19% $127, 950 a 68% 17% 10% 13% 11% 2% 6% 6% 11% 18% 2% 89%d 2% 7% 8% 0% 0% 44% 56% 42 70% 8% 2% 20% $133, 320 b 67% 24% 18% 6% 10% 2% 4% 12% 14% 12% 0% 77% 8%c 12% 8% 0% 0% 28

Travel Party Characteristics • Heat map showing source markets of winter visitors (2018 -19 data). • Note that this data is from Uber. Media’s 25, 000 mobile device data points. Compared to prior seasons, a higher share of winter trips come from Alabama, and beyond that source markets are fragmented. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Alabama Florida Louisiana Mississippi Georgia Texas Tennessee Michigan Illinois Wisconsin Missouri Indiana Minnesota Ohio Arkansas Iowa Kentucky North Carolina South Carolina Oklahoma 2018 -19 43% 13% 6% 6% 3% 3% 3% 2% 2% 2% 1% 1% 29

Views Toward GS/OB & Trip Satisfaction • Ratings of GS/OB by winter visitors are very positive, with the highest rating for the area’s relaxing and family friendly atmosphere. Question text: Thinking now about Gulf Shores/Orange Beach, how much do you agree that each of these statements describes the area? Response options: Does not describe at all – 1, 2, 3, 4, Describes extremely well – 5 GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Views Toward Gulf Shores/Orange Beach (2018 -19) Top 2 Box 3 Bottom 2 Box Offers a relaxing atmosphere 93% 4% 3% Has a "family-friendly" atmosphere 93% 6% 1% Is a safe destination 92% 6% 2% Has beautiful scenery 91% 8% 1% Has beautiful beaches 91% 8% 1% Has warm weather 91% 7% 2% Has nice weather 89% 9% 2% Has a variety of lodging options at multiple price points 89% 9% 2% Offers plenty to see and do 89% 9% 2% Is easy to get to by car 87% 11% 2% Has a variety of dining options at several price points 86% 12% 2% Provides warm Southern hospitality 86% 12% 2% Offers a good vacation value for the money 85% 12% Has a clean, unspoiled environment 83% 13% 3% 4% 30

Views Toward GS/OB & Trip Satisfaction • Likelihood to recommend GS/OB remains very high – not surprising given the high levels of agreement with the positive image attributes. • Likelihood to recommend is high across lodging types. Likelihood to Recommend GS/OB 0% 5% 0% 4% a 22% 32% 1 -2 How likely are you to recommend Gulf Shores/Orange Beach to your friends or family as a destination to visit for a leisure trip? Winter visitors 2017 -18 Top 2 Box % 2018 -19 Top 2 Box % Vacation rental/condo 95% 96% Hotel 91% 94% 3 4 Extremely likely 73% b 2017 -18 (a) 64% 2018 -19 (b) Condo/vacation rental 2017 -18 n= 100 (a); 2018 -19 n=109 (b) Hotel/motel 2017 -18 n= 454 (c); 2018 -19 n=292 (d) a / b / c / d indicate statistically significant differences at the 95% level. Question text: How likely are you to recommend Gulf Shores/Orange Beach to your friends or family as a destination to visit for a leisure trip? Response options: Not at all likely– 1, 2, 3, 4, Extremely likely – 5 GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 31

Views Toward GS/OB & Trip Satisfaction Overall, how would you rate the quality of the service you received at stores, restaurants, attractions, and lodging establishments in Gulf Shores/Orange Beach? • The destination receives positive ratings for its quality of service. 0% 0% • No winter visitors rated the area “poor, ” which is consistent with other seasons. 11% Poor Fair 57% 0% 1% 7% 52% Good Very good Excellent 32% 2017 -18 (a) 40% 2018 -19 (b) Question text: Overall, how would you rate the quality of the service you received at stores, restaurants, attractions, and lodging establishments in Gulf Shores/Orange Beach? Response options: Poor, Fair, Good, Very good, Excellent. 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 32

Views Toward GS/OB & Trip Satisfaction • Service quality is tracked to enable GSOBT to gauge whether seasonal staffing challenges are reflected in the satisfaction metric. • In fact, although there are no ratings of “poor” through the year, and “good” and “fair” ratings remain largely consistent, spring and summer visitors are more prone to give “excellent” service ratings than fall and winter visitors. So while fall and winter do not generate negative reviews, the b experience with service is less positive. Overall experience in GS/OB (2018 -19 data) 60% Excellent 50% 40% Very good 30% Good 20% Fair 10% 0% Spring Summer Fall Winter Question text: Overall, how would you rate the quality of the service you received at stores, restaurants, attractions, and lodging establishments in Gulf Shores/Orange Beach? Response options: Poor, Fair, Good, Very good, Excellent GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 33

Views Toward GS/OB & Trip Satisfaction • As with other measures of satisfaction, likelihood to return to the area remains high. • Repeat visitors plan to continue visiting. Of those who say they have been many times, half are already planning a return trip. And of those who visit every year, four in ten are already planning their 2019/20 visit. Of winter visitors who have family and friends in the area, more than 10% are already planning to return. Likely to Return to GS/OB in the Next Year I’ve been many times and know it will deliver the vacation I want b Very likely 54% Of those already planning a return trip to GS/OB (2018 -19): 42% 36% I have family and friends there 2017 (a) Very likely 55% 44% 49% 41% I go there every year 34% 56% 46% Already planning a trip Likelihood to visit GS/OB in the next year 2018 (b) 11% Already planning a trip 32% 38% 1 st time visitor Repeat visitor 47% 13% 2017 -18 1 st time visitor Repeat visitor 2018 -19 Question text: How likely are you to visit Gulf Shores/Orange Beach in the next year? Response options: Not at all likely, Not very likely, Somewhat likely, Very likely, Already planning a trip. 2017 -18 n= 554 (a); 2018 -19 n=401 (b); a / b indicate statistically significant differences at the 95% level. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 34

Destinations Visited • Most visitors do not include other destinations during their GS/OB trip. More than eight in 10 winter travelers visit only GS/OB. • Of those who did visit other places, Pensacola is the leading destination. GS/OB was only destination visited on this trip 82% 85% 2017 -18 (a) 2018 -19 (b) Question text: Was Gulf Shores/Orange Beach the only destination you visited on this trip? Yes/No GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 35

November Trip Analysis Visitor Profile Research – Winter 2018 -19 36

November trips look more like fall • One of GSOBT’s goals is to track changes in visitor behavior over time. And while such behavior can be impacted by weather, both in the short-term and as weather patterns change, there is currently interest in November trips – do leisure visitors who come to GS/OB in November behave more like fall visitors or winter visitors? • In terms of length of stay, trip spending, and activities, November trips look more like fall than winter. Based on this analysis, our recommendation would be to continue grouping November trips with fall. The caveat is that some trip behaviors are weather-dependent and as such are subject to the whims of nature. TARGET TRIPS Length of stay (nights) Visit spending Age Kids on trip Fall w/o November Winter 4. 6 4. 8 5. 2 $1, 898 $1, 723 $2, 121 47 48 44 41% 44% 26% KEY ACTIVITIES Fall w/o November Winter Shopping 54% 50% 44% Tanger Outlets 27% 33% 15% Visiting friends/relatives who live in the area 9% 7% 15% Sightseeing 32% 28% 40% Target trips: November n=136; Fall without November n=644; Winter n=955 GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 37

Welcome Center Supplemental Analysis Visitor Profile Research – Winter 2018 -19 38

Welcome Center Impact • When looking at data to find differences between respondent groups, it’s important that we keep in mind the context of what we are looking for and apply a common-sense test – what is it reasonable to believe the Welcome Center can impact? • For example, the Welcome Center has less opportunity to impact length of stay than it does to impact what people do and where they go during their trip. Length of leisure travel is often decided ahead of time and no matter how much visitors might like to, extending a stay is not always feasible. So when we see in the data that visitors who went to a GSOBT Welcome Center on their trip stayed about the same amount of time in the destination, this is not a surprise. Winter visits No Welcome Center Visited Welcome Center Length of stay 4. 5 # of activities on trip 5. 1 6. 9 • However, Welcome Center visitors participated in more activities. This makes sense, given that activities and attractions are promoted at the centers. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights 39

Impact on Spending • Welcome Center winter visitors spent 14% more money in the destination, particularly on shopping. • Again, this makes sense. While lodging decisions and length of stay are typically decided ahead of time, shopping and entertainment are often not pre-planned when visiting a place for leisure. So Welcome Centers have more opportunity to impact these metrics. No Welcome Center Visited Welcome Center Lodging $704 $515 Meals/food/groceries $354 $333 Shopping $177 $426 Recreation or entertainment $170 $280 Transportation within Gulf Shores $139 $134 Other $33 $111 Total $1, 578 $1, 799 Trip spending In terms of trip spending, “Other” is a broad category that doesn’t tend to include the same specific items from one trip to another. Examples of spending that visitors tend to include would be medical expenses, beverages if they were purchased independent of a meal, books or magazines, auto repair, etc. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights 40

Impact on Image • Welcome Center visitors have stronger agreement with image statements related to the GS/OB leisure product. • Winter visitor views of GS/OB family friendliness, value, and variety of lodging options all saw a more than 10 -point lift associated with Welcome Center visitation. Agreement that the destination is safe and has a pristine environment also increased with Welcome Center visitation. “Describes extremely well” No Welcome Center 64% 46% Has a "familyfriendly" atmosphere 57% 40% Visited Welcome Center 56% 40% Offers a good Has a variety of vacation value for lodging options at the money multiple price points GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights 54% 42% Has a clean, unspoiled environment 63% 60% 49% Has nice weather 52% Provides warm Southern hospitality 41

Demographic Differences • Some of the image differences between Welcome Center visitors and non-visitors can be explained to an extent by demographic differences. • Those who visit the centers tend to be younger, and they are slightly more likely to have kids in their travel parties. No Welcome Center Visited Welcome Center 25 -35 26% 57% 36 -50 27% 24% 51 -65 32% 13% 66+ 15% 5% 20% 27% Demographic differences Age Kids on trip • This is also consistent with Welcome Center visitors being newer to GS/OB and having generally more active trips in terms of activity volume. GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights 42

Impact on Experience and Intent to Return • Winter visitors who used a Welcome Center are more likely to report an excellent overall experience in the destination. Welcome Center usage is associated with a higher likelihood to return. Excellent overall experience in GS/OB How likely are you to visit Gulf Shores/Orange Beach in the next year? 2% 6% 50% Not at all likely 32% 16% Not very likely Somewhat likely 1% 3% 10% 52% 47% Very likely No Welcome Center Visited Welcome Center GSOBT Spring 2018 Visitor Profile — Strategic Marketing & Research Insights Already planning a trip 30% 35% No Welcome Center Visited Welcome Center 43

Appendix Visitor Profile Research – Winter 2018 -19 44

Comparing Target to Other Travelers • Non-target trips are divided into three groups: those who visit for the day only, those who stay overnight but do not use paid lodging, and those who stay long-term (more than 30 nights). • Sample sizes for each of these individual groups are small, since the overall non-target sample is 100. Identifying long -term visitors has been challenging, in part because those who come to the area for a month or more at a time often do not consider the stay a “leisure trip” and do not think of themselves as travelers; rather, this is their lifestyle and they live in the area part of the year. Further, while these visitors do stay long-term for part of the year, most also visit for shorter stays during other times of the year. • Because long-term stayers are a small sample size, their data is presented as a single unit in this report. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Non-target trip type Day trip No paid lodging 2017 -18 231 132 2018 -19 6 69 30+ night stay Non-target trips Length of stay 30 Day trip 2017 -18 2018 -19 (a) (b) No paid lodging 30+ night 2017 -18 2018 -19 stay (e) (c) (d) 0 0 4. 1 3. 6 35 Average # visits/year 3. 8 3. 6 3. 3 5. 8 8. 9 First time trips 41% 50% 20% 14% 30% 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. 45

Comparing Target to Other Travelers Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) 2018 -19 Non-target Day trip (e) < 1 week before trip 10% 29%AD 31%AD 6% 33% 32%AD 10% 1 -2 weeks 16% 18% 10% 17% 19% 17% 3 weeks - 1 month 28% 19% 27% 22% 17% 12% 23% 15% 35%ABC 17% 25% 10% 0% 12% 10% 1% 30%BCDF Began planning fall trip 2 - 3 months 24% 19% 4 -6 months 7% 7% 3% 17%ABC 6+ months 15%F 10% 5% 10% 17% Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) 2018 -19 Non-target Day trip (e) 82% 76% 84% 67% GS/OB is only destination visited on this trip Non-target 30+ No paid lodging night stay (g) (f) 80% 90% 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. Question text: How far in advance did you begin planning your trip to Gulf Shores/Orange Beach? Response options as shown in graph above. Question text: Was Gulf Shores/Orange Beach the only destination you visited on this trip? YES/NO GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 46

Comparing Target to Other Travelers Resources used to plan GS/OB trip Target travelers (a) 2017 -18 Non-target Day trip No paid (b) lodging (c) Target travelers (d) 2018 -19 Non-target 30+ night Day trip No paid stay (g) (e) lodging (f) Hotel websites 20%F 19% 20% 18% 0% 4% 17% Traveler review sites or apps (Trip. Advisor, Yelp, etc. ) 11% 9% 11% 23%ABCF 17% 9% 23% Booking websites or apps (Orbitz, Expedia, etc. ) 20% 14% 20% 17% 13% 23% Gulf Shores & Orange Beach Tourism website (www. gulfshores. com; www. orangebeach. com) 13% 8% 9% 21%ABC 17% 7% 33%ABCF Travel advice websites or apps (Expedia, AAA, etc. ) 15% 10% 11% 13% 17% 13% Family or friends 30% 32% 37% 31% 50% 57%ABDG 23% Social media (Facebook, Instagram, etc. ) 15% 13% 10% 22%C 17% 10% 13% 39%BCF 6% 12% 43%BCFG 0% 6% 17% Travel/visitor guide 13% 10% 11% 15% 0% 3% 17% Travel blogs 8% 7% 5% 13% 17% 7% 20% Local vacation rental company sites 14% 6% 9% 13% 0% 3% 10% Alabama’s official tourism website (www. alabama. travel) 10% 4% 12% 10% 0% 3% 20% Advertisements (magazine, online, etc. ) 10% 9% 11% 5% 0% 3% 7% Magazine and newspaper articles 6% 6% 5% 3% 0% 4% 10% Vacation home rental booking sites (Airbnb, VRBO, etc. ) GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Question text: Which of the following resources did you use to plan your trip to Gulf Shores/Orange Beach? Response options as shown in table. 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. 47

Comparing Target to Other Travelers 2017 -18 Children on trip % of trips with children 2018 -19 Target travelers (a) Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) Non-target Day trip (e) Non-target No paid lodging (f) 16%B 5% 7% 41%ABC 0% 34%ABC Non-target 30+ night stay (g) 17% Of trips with children: 2017 -18 target n=13, day trip n=2; no paid lodging n=1; 2018 -19 target n=143, day trip n=4, no paid lodging n=10; 30+ night stay n=46 < 6 years old 29% 70% 43% 58%A 0% 70%A 60% 6 -11 years old 45% 40% 14% 56% 0% 40% 12 -17 years old 57% 20% 86% 53% 0% 25% 80% 2017 -18 Mode of travel to GS/OB 2018 -19 Non-target 30+ night stay (g) Target travelers (a) Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) Non-target Day trip (e) Non-target No paid lodging (f) Automobile 75% 71% 75% 77% 83% 74% 70% Bus 3% 6%D 11%AD 0% 0% 0% 7%D Airplane 20% 21% 11% 20%C 0% 25% 13% Other 2%D 2% 3%D 2% 17%D 1% 10%D GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Question text: Who traveled with you on this trip? Select all that apply. Response options: Spouse/Partner, Adult friends/relatives, Children under 18 [shown], Sports team, Business associates, Other, specify. Question text: [IF CHILDREN UNDER 18 SELECTED] What ages were the children in your travel party? Response options as shown in table. How did you get to Gulf Shores/Orange Beach for your trip? Select the one mode of transportation that you used to travel the most miles for this trip. 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30 (g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. 48

Comparing Target to Other Travelers 2017 -18 Travel party size Trip spending Lodging Meals/food/groceries Shopping 2018 -19 Target travelers (a) Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) Non-target Day trip (e) Non-target No paid lodging (f) Non-target 30+ night stay (g) 3. 8 2. 9 2. 8 3. 8 1. 8 2. 9 2. 3 Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) $890 BCF - $389 B $174 Target travelers (d) 2018 -19 Non-target Day trip (e) Non-target No paid lodging (f) - $944 BCF - - $1890 BCF $165 $460 BC $119 $220 $564 $113 $147 $435 Non-target 30+ night stay (g) $280 $170 $124 $338 BC $261 BCF $124 $80 $243 BC $14 $97 $164 Transportation within Gulf Shores $94 $74 $61 $271 $17 $35 $102 Other $58 $9 $145 $53 $4 $24 $52 TOTAL $1972 BCF $636 $474 $2301 BCF $266 $523 $3207 BCF $426 $214 $216 $505 $148 $184 $41 Recreation or entertainment Per person spending 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. Question text: To help us better understand the economic impact of tourism, what was the approximate amount of money your travel party spent while in Gulf Shores/Orange Beach on your trip? [Category prompts] Including yourself, how many people were in your travel party? How many nights did you stay in Gulf Shores/Orange Beach during this trip? If you did not stay overnight, please enter '0'. Open-ended numeric responses. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 49

Comparing Target to Other Travelers 2017 -18 Age Marital status HH income Non-target 30+ night stay No paid (g) lodging (f) Target travelers (a) Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) Non-target Day trip (e) Male 35% 37% 40%D 26% 33% 25% 47% Female 65% 63% 60% 74%C 67% 74% 53% Average 44 42 44 44 49 49 B 52 B Married 76%BC 59% 55% 73%BC 83% 71% 70% Divorced/Separated 9% 11% 14% 6% 0% 13% 7% Widowed 2% 3% 8%AD 1% 0% 4% 10%D Single/Never married 12% 27%A 24% 20%A 17% 12% 13% $98, 432 $81, 020 $89, 557 $132, 804 ABCF $80, 583 $103, 382 $113, 850 Demographics Gender 2018 -19 Average 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. Question text: Are you…? (Male, Female) What is your age? Are you currently…? (Married, Divorced/Separated, Widowed, Single/Never married) Which of the following categories best represents the total annual income for your household before taxes? (Less than $35, 000, $35, 000 but less than $50, 000, $50, 000 but less than $75, 000, $75, 000 but less than $100, 000, $100, 000 or more) GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 50

Comparing Target to Other Travelers 2017 -18 2018 -19 Non-target 30+ night stay (g) Target travelers (a) Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) Non-target Day trip (e) Non-target No paid lodging (f) Offers a relaxing atmosphere 95%BC 75% 78% 93% B C 67% 88% 87% Is easy to get to by car 88% B 73% 80% 87% B 50% 88% 90% Has beautiful beaches 98% B C D E F G 75% 78% 91% B C 67% 87% 90% 92% B C 73% 77% 93% B C 83% 80% 94% B C F G 74% 80% 92% B C 67% 83% 80% Has a clean, unspoiled environment 86% B C 74% 70% 83% C 50% 78% 90% Offers a good vacation value for the money 88% BC 69% 70% 85% BC 67% 83% 77% 94% B C E F G 66% 73% 89% B C 50% 84% 73% 94% B C G 76% 80% 89% B 67% 87% 77% Provides warm Southern hospitality 90% B C 77% 72% 86% C 67% 81% 83% Has a variety of dining options at several price points 90% B C 69% 74% 86% B C 67% 88% B 87% Has a variety of lodging options at multiple price points 86% B C F 71% 74% 89% B C F 67% 71% 77% 96% B C D E G 71% 77% 91% B C 67% 88% 83% 94% B C G 77% 73% 91% B C 83% 86% 73% Top 2 Box Has a "family-friendly" atmosphere Is a safe destination Offers plenty to see and do Has nice weather Has beautiful scenery Has warm weather GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights Question text: Thinking now about Gulf Shores/Orange Beach, how much do you agree that each of these statements describes the area? Response options: Does not describe at all – 1, 2, 3, 4, Describes extremely well – 5 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. 51

Comparing Target to Other Travelers 2017 -18 2018 -19 Non-target 30+ night stay (g) Target travelers (a) Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) Non-target Day trip (e) Non-target No paid lodging (f) Top 2 Box Rating 94% B 55% 70% 90% B C 83% 88% B 83% B C 5 (Excellent) 42% B 28% 43% 37% 50% 49% B 20% 4 (Very good) 51% B C 27% 53% B C 33% 39% 63% B C 6% 36% A D F 22% A D 9% 17% 7% 13% 8% 1% 0% 0% 0% Non-target No paid lodging (c) Target travelers (d) 2018 -19 Non-target Day trip (e) Overall experience 3 (Good) 2 (Fair) 1 (Poor) 0% 7% 0% 2% A D Target travelers (a) 2017 -18 Non-target Day trip (b) 95% B C 70% 81% 96% B C 83% 91% B 90% 72% B 44% 62% B 64% B 67% 61% 57% 4 22% 26% 19% 32% A 17% 30% 33% 3 5% 19% A D 14% A D 4% 17% 6% 10% 2 0% 6% A D 4% A D 0% 0% 3% A D 0% 1 (Not at all likely) 0% 4% A D 2% A 0% 0% Likelihood to recommend Top 2 Box Rating 5 (Extremely likely) AD AD 0% 4% 3% A 0% Non-target No paid lodging (f) 0% Non-target 30+ night stay (g) 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. Question text: Thinking about your overall experience in Gulf Shores/Orange Beach during your trip, would you say it was…? Response options: Poor, Fair, Good, Very good, Excellent Question text: How likely are you to recommend Gulf Shores/Orange Beach to your friends or family as a destination to visit for a leisure trip? Response options: Not at all likely– 1, 2, 3, 4, Extremely likely – 5 GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 52

Comparing Target to Other Travelers Likelihood to visit again in the next year Likely to return (top 2 box) 5 (Already planning a trip) 4 (Very likely) 3 (Somewhat likely) 2 (Not very likely) 1 (Not at all likely) During which season(s) would you be most likely to visit (of those likely to visit) Spring Summer Fall Winter Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) 2018 -19 Non-target Day trip (e) 88% B C 64% 70% 82% B 67% 21% 25% 36% 17% 42% 45% 34% B 54% 10% 2% 0% 25% ADF 20% 6% 5% AD AF 5% 5% AD B 46% 50% Non-target 30+ No paid lodging night stay (g) (f) 91% B C 42% B 90% 37% 49% 53% 3% 0% 12% 33% 6% 0% 6% 10% 0% 0% F Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) 2018 -19 Non-target Day trip (e) 36% 25% 50%B 40%B 67% 52%B 48% 64%DG 57% 55% 51% 33% 57% 30% 29% 48%AB 37% 17% 49%A 19% 30% 38%AB 67% 42%B 37% 29% 28% 20% Non-target 30+ No paid lodging night stay (g) (f) 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. Question text: How likely are you to visit Gulf Shores/Orange Beach in the next year? Response options: Not at all likely, Not very likely, Somewhat likely, Very likely, Already planning a trip Question text: [IF SOMEWHAT LIKELY OR ABOVE] During which season(s) would you be most likely to visit? Select all that apply. Response options: Spring, Summer, Fall, Winter GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 53

Comparing Target to Other Travelers Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) 2018 -19 Non-target Day trip (e) Alabama 15%B 6% 14% 11% - 25%B D 10% Florida 17% 26%D 23% 14% 33% 19% 10% Georgia 5% 10% 10% - 6% 7% Illinois 3% 2% 5% 15%A B - 7% 10% Indiana 2% 3% - 4% - 7% 7% Kentucky 6%D 2%D 1% - - Louisiana 7% 6% 4% 11% - 3% 3% Michigan 5% 1% 2% 7%B - 7% 13%B Missouri 3% 3% 2% 6% - 1% - Mississippi 8%D 3% 4% 1% 17%D 4% - New Jersey - - 1% - - 3%D 6% D 3%D - - Oklahoma 2% 1% 2% - - Tennessee 6% 6% 7% 7% - - 7% Texas 12% 16% D 20%D 8% 33% 16% 3% Wisconsin 4% 3% - 6% - - 10% Top states of origin Ohio Non-target 30+ No paid lodging night stay (g) (f) 3%D 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 54

Comparing Non-Target Trips Year-Over-Year General activities (non-target trips) Beaches Dining out Relaxing Shopping Sightseeing Swimming Shelling Visiting friends/relatives who live in the area Hiking on trails Exercise/Working out Watching wildlife Photography Family/friends reunion Historical sites Dolphin tour Concerts and nightlife Bicycle riding Festivals or special events (non-sports events) Fishing Kayaking/Canoeing/Paddle boarding Boating or sailing Golfing Visiting a spa Birdwatching Scuba diving/Snorkeling Parasailing/Jet skiing Tennis Sporting events Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) 64%BCF 52%BC 49%BC 41%B 40%BCF 27% 18%B 12% 12% 22%B 16% 18%B 12% 11% 9% 7% 7% 14% 13%B 8% 5% 8% 9% 7% 5% 9%C 1% 32% 30% 31% 23% 18% 20% 6% 10% 11% 7% 12% 10% 8% 11% 8% 0% 9% 5% 12% 4% 8% 5% 5% 4% 4% 2% 4% 3% 35% 38% 34% 27% 15% 26% 11% 27%AB 8% 17% 15% 12% 18% 10% 5% 3% 8% 8% 16% 8% 8% 9% 9% 9% 5% 3% 8% 5% Target travelers (d) 2018 -19 Non-target Day trip (e) Non-target No paid lodging (f) Non-target 30+ night stay (g) 66%BCF 61%BC 56%BC 50%BC 41%BCF 30% 21%B 20%AB 19%AC 18%B 17% 16% 15% 14%C 13% 12%B 11% 11% 9% 9% 6% 6% 4% 3% 3% 17% 33% 50% 17% 0% 0% 33% 0% 0% 0% 44% 49% 42% 36% 19% 25% 7% 24% 8% 12% 19% 10% 29%B 14% 5% 3% 3% 12% 14% 8% 2% 8% 8% 0% 5% 2% 3% 63% 53% 58%B 26% 11% 21% 32% 16% 21% 21% 16% 11% 8% 26%F 21% 16% 5% 5% 16% 11% 5% 5% 0% 5% Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response options as shown in tables above. 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. 55

Comparing Non-Target Trips Year-Over-Year Target travelers (a) 2017 -18 Non-target Day trip (b) Non-target No paid lodging (c) Target travelers (d) 2018 -19 Non-target Day trip (e) The Wharf 14% 6% 11% 27%ABCF 0% 8% 32%B Tanger Outlets 7% 7% 16% 27%ABCF 17% 10% 26% Specific attractions (non-target trips) Non-target 30+ Non-target No paid lodging night stay (g) (f) Gulf State Park 8% 6% 10% 26%ABCF 0% 8% 16% Alabama’s Coastal Connection Scenic Byway 5% 3% 8% 15%AB 0% 8% 21% 8% 14%AB 0% 3% 21% 5% 14%ABC 0% 5% 5% National Naval Aviation Museum Alabama Gulf Coast Zoo 7% 3% 5% 3% Adventure Island 5% 3% 4% 13%ABCG 0% 0% 5% Battleship USS Alabama 7% 3% 6% 12%B 0% 3% 16% Fort Morgan Historic Site 9%B 2% 8% 12%B 0% 5% 21% Dauphin Island 11%C 6% 3% 11% 0% 2% 21% Bon Secour National Wildlife Refuge 9% 3% 4% 10%B 0% 2% 0% The Track 3% 2% 5% 6% 0% 3% 5% Waterville 7% 3% 5% 5% 0% 0% 5% OWA Park 5% 2% 2% 5% 0% 3% 11% Hugh S. Branyon Backcountry Trail 3% 0% 3% 5% Bellingrath Gardens 5% 2% 2% 3% 0% 0% 5% 2017 -18 target n= 554 (a); 2017 -18 day trip n=231 (b); 2017 -18 no paid lodging n=132 (c); 2018 -19 target n=401 (d); 2018 -19 -19 day trip n=6 (e); 2018 -19 no paid lodging n=69 (f); 30+ night stay n=30(g) a / b / c / d / e / f / g indicate statistically significant differences at the 95% level. Question text: What attractions and activities did you visit or participate in while in Gulf Shores/Orange Beach on your trip? Response options as shown in tables above. GSOBT Winter 2018 -19 Visitor Profile — Strategic Marketing & Research Insights 56