1. North of Boston Tourism Industry Forum Research Presentation January 28, 2017

2. Today’s topics… 2015 topline economic impact numbers
North of Boston share of state tourism economic impact
Overseas market share shifting away from Northeast U.S.
VISA Domestic $$ (State and Super Region)
CYTD2016 data shows slowing of traveler spending growth in MA

3. Who is considered a traveler???
One who travels 50 or more miles one way from his/her home or stays overnight (paid)
A TRAVELER ….count as Volume v. count as Spending

4. Economic Impact of Travel to MA, CY2015

5. Historic Direct Spending In Massachusetts, CYs 2000-2015
Travel Price Inflation and Population growth

6. Ranking of States by Economic Impact, 2014
$$ Millions
California
124,193.5
Florida
85,274.6
Texas
65,960.7
New York
65,334.1
Illinois
36,345.9
Nevada
33,518.7
Georgia
26,656.1
Pennsylvania
24,442.5
Virginia
22,913.6
North Carolina
22,148.6
Hawaii
20,803.9
New Jersey
20,414.6
Massachusetts (13th)
19,500.7

7. Travel Spending by Domestic/International and Sub-Industry
3rd Largest ????
2015 Travel Expenditures
Domestic
International
Total
($ Millions)
% of total 
% of Total 
Public Transportation
$5,693.7
32.6%
$305.3
11.1%
$5,999.3
Auto Transportation
$2,271.2
13.0%
$37.7
1.4%
$2,309.1
Lodging
$3,934.2
22.5%
$1,059.4
38.5%
$4,993.9
Foodservice
$3,495.1
20.0%
$529.4
19.3%
$4,024.8
Entertainment & Recreation
$991.8
5.7%
$210.5
7.7%
$1,202.3
General Retail Trade
$1,098.7
6.3%
$606.1
22.1%
$1,704.9
$17,484.7
$2,748.5
$20,234.3

8. Jobs Supported by Sub Industries total 135,000!
Full, part, seasonal jobs

9. Taxes Generated by the $20.2 Billion in Spending

10. MA Monthly State and Local Rooms Occupancy Tax Collections, CY 2016

11. Domestic….

12. Massachusetts's Market Share of all U. S
Massachusetts's Market Share of all U.S. Domestic Travel Expenditures ,
Loss M/S = Lost $$

13. Origins of Domestic Travelers to MA, CY2015
MA is a drive market…
75% arrive by auto

14. Domestic Primary Trip Purpose MA, FY 2015

15. Domestic Volume to MA by Type, CY 2015

16. Economic Impact by County, 2015
Spend
% of Massachusetts
Payroll
Jobs Supported
State Taxes
Local Taxes
Massachusetts statewide amounts
Domestic
$17,484,700,000
$3,805,300,000
116,020
$700,000,000
439,400,000
International
$2,748,500,000
$609,200,000
18,950
$112,200,000
58,300,000
Totals
$20,233,200,000
$4,414,500,000
134,970
$812,200,000
497,700,000
Essex County
$876,169,570
5.01%
$201,379,875
6,725
$47,512,881
$22,571,854
$100,872,645
3.67%
$24,272,015
660
4,956,000
2,748,421
Total
$977,042,215
4.83%
$225,651,890
7,385
$52,468,881
$25,320,275
$1.7 B
Federal taxes

17. Domestic Spending in 2015 by city/town in Essex County
North of Boston
Expenditures
Payroll
Employment
State Tx
Local Tx
$876,169,570
$201,379,875
6,725
$47,512,881
$22,871,854
Amesbury
$30,753,552
$7,068,434
236
$1,667,702
$802,802
Andover
$44,071,329
$10,129,408
338
$2,389,898
$1,150,454
Beverly
$25,408,918
$5,840,016
195
$1,377,874
$663,284
Boxford
$3,329,444
$765,244 26
$180,549
$86,913
Danvers
$62,120,423
$14,277,833
477
$3,368,663
$1,621,614
Essex
$26,460,321
$6,081,672
203
$1,434,889
$690,730
Georgetown
$2,978,977
$684,692 23
$161,544
$77,764
Gloucester
$99,883,331
$22,957,306
767
$5,416,468
$2,607,391
Groveland
$1,752,339
$402,760 13
$95,026
$45,744
Hamilton
$2,453,275
$563,864 19
$133,036
$64,041
Haverhill
$30,665,935
$7,048,296
235
$1,662,951
$800,515
Ipswich
$38,288,610
$8,800,301
294
$2,076,313
$999,500
Lawrence
$25,321,301
$5,819,878
194
$1,373,122
$660,997
Lynn
$12,003,523
$2,758,904 92
$650,926
$313,344

18. Domestic Spending in 2015 by city/town in Essex County
North of Boston
Expenditures
Payroll
Employment
State Tx
Local Tx
$876,169,570
$201,379,875
6,725
$47,512,881
$22,871,854
Lynnfield
$1,401,871
$322,208 11
$76,021
$36,595
Marblehead
$30,490,701
$7,008,020
234
$1,653,448
$795,941
Merrimac
$3,329,444
$765,244 26
$180,549
$86,913
Methuen
$15,070,117
$3,463,734
116
$817,222
$393,396
Middleton
$7,535,058
$1,731,867 58
$408,611
$196,698
Mnchstr-BtS
$12,266,374
$2,819,318 94
$665,180
$320,206
Nahant
$788,553
$181,242 6
$42,762
$20,585
Newbury
$6,834,123
$1,570,763 52
$370,600
$178,400
Newburyport
$53,358,727
$12,264,034
410
$2,893,534
$1,392,896
North Andover
$15,771,052
$3,624,838
121
$855,232
$411,693
Peabody
$62,208,039
$14,297,971
477
$3,373,415
$1,623,902
Rockport
$47,926,475
$11,015,479
368
$2,598,955
$1,251,090
Rowley
$10,338,801
$2,376,283 79
$560,652
$269,888
Salem
$101,723,287
$23,380,203
781
$5,516,245
$2,655,422
Salisbury
$31,717,338
$7,289,951
243
$1,719,966
$827,961
Saugus
$40,479,034
$9,303,750
311
$2,195,095
$1,056,680
Swampscott
$4,906,550
$1,127,727 38
$266,072
$128,082
Topsfield
$17,172,924
$3,947,046
132
$931,252
$448,288
Wenham
$7,359,824
$1,691,591 56
$399,108
$192,124

19. North of Boston Travel Spending $3.7 Billion!!

20. International…

21. Origins of International Travelers to MA, CY2015

22. Ranking of States by Economic Impact, 2014
$$ Millions
California
124,193.5
Florida
85,274.6
Texas
65,960.7
New York
65,334.1
Illinois
36,345.9
Nevada
33,518.7
Georgia
26,656.1
Pennsylvania
24,442.5
Virginia
22,913.6
North Carolina
22,148.6
Hawaii
20,803.9
New Jersey
20,414.6
Massachusetts (13th)
19,500.7
Michigan
18,108.8
13th in 1999 and 2000
Mass and Michigan have changed places several times since 2001

23. Overseas to MA…Primary Trip Purpose, CY 2015

24. Massachusetts's Market Share of U. S
Massachusetts's Market Share of U.S. International Travel Expenditures ,
Loss M/S= Lost $$

25. Regional Market Shares of Overseas Volume, 2010 to 2015
New England was Down 12% in 2014

26. VISA Card Spending Data…Bottom up view of traveler impact
Consumer (94%) and Commercial (6%) Cardholder Spend in 2015, 2016 by Qs
Cardholder Counts, Spending, Transactions and CASH
290 MSAs, 27 Market Segments, 280 Merchant Categories
Northeast data only Domestic

27. VISA Card Data--- WHAT WE DON’T GET……
Demographic data such as age, sex, HHI, race
Length of trip, travel party size
VISA market share of all travelers and travelers to your region
Match up with “traveler” definition NOT 100%
Data for Northeast excludes residents of region!!!

28. VISA spend data does NOT contain……
Other Cards!....VISA about 35-55%
HOW Cash taken out by VISA cardholders is spent….!!!
Cash taken from origin by traveler
Travelers form within region… >50 miles or stayed Overnight

29. VISA Domestic Cardholder Spending, Northeast, other Regions, CY2015
Super Regions
Western
Northeast
South
Cape & Isl
Central
Greater Bstn
STATE
Tot Spend Amt
$535,060,599
$1,545,337,297
$1,036,598,201
$714,354,072
$1,012,366,826
$3,279,238,618
$8,122,955,613
% of Total STATE
6.6%
19.0%
12.8%
8.8%
12.5%
40.4%
Y/Y growth
3.4%
14.4%
12.0%
10.1%
7.6%
10.4%
Spend / Crdhldr
$174.92
$287.00
$304.28
$324.08
$228.29
$350.12
$291.62
Northeast 19% of state
4th highest Spend/Crdhldr
All Super Regions EXCLUDE their own residents

30. Top Originating MSAs for Northeast Super Region, 2015
Top Originating MSAs for Northeast Super Region, (excludes residents of Northeast Super Region!!)

31. Top Market Segments Northeast, 2015

32. Top Market Segments Northeast by Cardholder Count , 2015

33. Top Merchant Categories Northeast by Cardholder Counts, 2015

34. Selected MSAs to Northeast, 2015
Cardholder MSA
Cardholder Count
Sales Amount
Sales/Crdhldr
Transaction Count
Cash Amount
Avg Ticket
284,354
$50,436,673
$177.37
1,002,660
$1,034,914
$50.30
AUSTIN-SAN MARCOS, TX
19,410
$2,212,230
$113.97
45,090
$77,797
$49.06
NORFOLK-VIRGINIA BEACH-NEWPORT NEWS, VA-NC
12,901
$2,207,146
$171.08
45,749
$124,082
$48.24
PITTSBURGH, PA
12,509
$2,014,095
$161.01
43,009
$43,486
$46.83
LAS VEGAS, NV-AZ
10,859
$1,980,636
$182.40
32,298
$105,857
$61.32
ALLENTOWN-BETHLEHEM-EASTON, PA
6,498
$973,608
$149.83
21,357
$40,270
$45.59
MILWAUKEE-RACINE, WI
6,227
$965,575
$155.06
16,464
$24,603
$58.65
TUCSON, AZ
4,996
$955,570
$191.27
20,689
$39,390
$46.19
RENO, NV
2,880
$384,643
$133.56
5,728
$9,796
$67.15
MOBILE, AL
3,238
$380,126
$117.40
5,883
$16,801
$64.61
HUNTSVILLE, AL
2,363
$377,782
$159.87
7,113
$5,583
$53.11
TUSCALOOSA, AL
1,212
$196,157
$161.85
4,185
$4,054
$46.87
YOUNGSTOWN-WARREN, OH
1,292
$194,827
$150.79
3,578
$3,699
$54.45

35. Selected Market Segments-Atlanta MSA to Northeast, 2015
Cardholder MSA
Market Segment
Cardholder Count
Sales Amount
Transaction Count
Avg Ticket
ATLANTA, GA
Lodging
2,345
$812,572
3,260
$249.26
Restaurants
7,453
$692,816
16,049
$43.17
Other Travel & Entertainment
933
$48,356
1,519
$31.83
Department Stores
431
$42,072
562
$74.86
Discount Stores
288
$23,898
417
$57.31
Misc. Specialty Retail
696
$42,002
831
$50.54
Sporting Goods Stores
203
$15,148
243
$62.34
Supermarkets
2,650
$266,420
6,273
$42.47
Oil
4,208
$161,226
7,172
$22.48
Radio TV & Stereo Stores
134
$29,952
154
$194.49
Drug Stores & Pharmacies
1,534
$62,665
2,597
$24.13
QSR's
5,580
$145,925
15,411
$9.47
Remaining Merchants
8,388
$684,219
8,029
$85.22

36. Merchant Category-Grocery Stores to Northeast, 2015
Cardholder MSA
Cardholder Count
Sales Amount
Transaction Count
Cash Amount
Avg Ticket
32,054
$4,687,664
91,737 $0
$51.10
ALBUQUERQUE, NM
324
$46,029
800
$57.54
ALEXANDRIA, LA 12
$1,022 22
$46.47
ALLENTOWN-BETHLEHEM-EASTON, PA
707
$66,875
1,801
$37.13
AMARILLO, TX 26
$1,630 59
$27.62
ANCHORAGE, AK
259
$47,264
830
$56.95
ATLANTA, GA
2,650
$266,420
6,273
$42.47
CHARLOTTE-GASTONIA-ROCK HILL, NC-SC
1,153
$114,233
2,893
$39.49
HONOLULU, HI
529
$80,522
1,926
$41.81
LEXINGTON, KY
178
$21,127
535
YUBA CITY, CA 15
$1,841 43
$42.82
YUMA, AZ 38
$4,219 74
$57.01

37. VISA Domestic Spending by Selected Merchant Categories, Northeast, 2015
Category *
Cardholder Count
Spend $$
Spend/Crdhldr
Bowling Alleys
7,146
$374,822
$52.45
Opticians
2,397
$792,804
$330.75
Package Stores
109,371
$5,913,147
$54.24
Motion Picture Theaters
34,122
$910,696
$26.70
Parking Lots/Garages/Meters
39,216
$296,008
$7.55
Dry Cleaners (walk-in)
5,908
$382,479
$64.73
Pet Stores
16,185
$1,220,733
$75.42
* Removed the Boston MSA also

38. Whatz 2016 look like….

39. Visa Domestic Northeast & Mass, 2016 thru June
Y/Y % Change
Northeastern
Massachusetts
Cardholder count
29.7
8.5
Total Spend
21.2
5.9
Transaction count
20.4
8.9
Average Ticket
0.7
-2.4
Only SR up!

40. Rm Sold +ADR = Room Revenue

41. RevPar % change CY 2016 v. 2015 weekly for Boston, Philly and NYC areas

42. Essex County…Other travel related data, CY 2016$$

43. Mass …other travel related data, 2016 v. 2015
Mass STATE Rooms Occupancy Collections… %
Mass LOCAL Rooms Occupancy Collections… %
Mass STATE MEALS …………………………………… %
Mass LOCAL MEALS…………………………………… %
LIA International A/D………………………………..… %
LIA Domestic A/D……………………..………………… %

44. Massachusetts and U.S. …volume data , 2016
Domestic Volume to MA through July, 2016
Up 3%
International Volume to U.S. through July, 2016
Total International …Down 2.0%
Canada …Down 6.7%
Western Europe …Down 8.7%

45. Conclusions… Tourism is a wicked huge industry for MAIN street
Conclusions… Tourism is a wicked huge industry for MAIN street ! Massachusetts solid economic impact growth ! MA loss of market share ! The end…yeah Questions???