Florida's Space Coast Tourism Journal Fall 2020 by Florida's Space Coast

FALL 2020

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Florida’s Space Coast 4

COCOA BEACH • MELBOURNE AND THE BEACHES • PORT CANAVERAL • PALM BAY • VIERA • TITUSVILLE VisitSpaceCoast.com Delta SKY_8x10.5.indd 1

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TABLE OF CONTENTS Letter from the Executive Director

Meet the Team

Research 11

Visitation Report

COVID Update 33 Consumer Feedback

The Economic Impact 42 of a Rocket Launch from America’s Premier Multi-User Spaceport Brevard’s Beaches: 64 A Special, Safe Sanctuary

Florida’s Space Coast Office of Tourism 430 Brevard Avenue Suite 150, Cocoa, FL 32922 Phone: (877) 57-BEACH (2-3224) (321) 433-4470 Fax: (321) 433-4476 The Tourism Journal is the official tourism intelligence magazine of the Florida’s Space Coast Office of Tourism

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A LETTER FROM

THE EXECUTIVE DIRECTOR Wow – in 30 years of business I don’t think the world has ever seen a situation like this. We went through 9/11, the Great Recession, the end of the Shuttle Program, many hurricanes – but nothing has been as devastating to the tourism industry as this pandemic. But, our industry is resilient and we will come back from this. It just may take some time. Here is where we are at the time of this printing – summer was down approximately 30%, however we led into the shutdown after a strong fall in 2019. The Tourist Development Tax revenue numbers for fiscal year 2019-2020 are $13,065,671, which is a decrease of 18%

from fiscal year 2018-2019, the highest ever yearly total of just over $16 million. We are relieved as to where we landed, but obviously it never feels good to have a down year and we have much work to do as recovery allows. While our budget has been greatly reduced, that won’t stop us from doing the marketing needed to help bring the destination back to its prior levels of business. We believe the best opportunity will be in the Spring and Summer seasons in 2021. While we are saving most of our budget for pushing those seasons, we are running

PETER CRANIS

SPACE COAST OFFICE OF TOURISM

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a fall campaign and have been conducting brand and ROI research to prepare us. We have also hired a new ad agency and will be working on new creative as we go into the new year. In this issue, you will find some interesting research that we have previously done including a visitation analysis from 2017-2019 which caps a 3-year effort to understand visitation patterns and spending. We also had done a consumer sentiment study which helped us determine the right timing, markets and messaging for the summer recovery campaign. Also included is an analysis of the Falcon Heavy

launch so we could understand the economic impact launches have on our area. And, a beautiful and insightful article showcasing Brevard beaches. We know that 86% of visitors to the Space Coast engage in beach activities while they are here. Our beaches are important to us as a tourist destination, a major wildlife refuge, and a large part of many residentsâ&#x20AC;&#x2122; daily lives. Enjoy and learn about all the great qualities of our 72 miles of beaches. Come join us! Hereâ&#x20AC;&#x2122;s to a better, healthier and happier 2021! n

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MEET THE

RESEARCH TEAM DEBORAH WEBSTER

was born and raised in the Philadelphia area, spending summers in Ocean City, New Jersey. She relocated to the Space Coast in the summer of 2015, after frequent visits to family over the past 20 years. In her role as Research and Analytics Director, she supports the Marketing team with data to best research visitors to Florida’s Space Coast. Deborah is a graduate of Widener University and spent 15 years as an educator. She has two daughters; Anna Grace, 17 and Charlotte, 15 and lives in the Eau Gallie Arts District area.

MIKE SLOTKIN, PH.D.

Dr. Mike Slotkin is a tenured Professor of Economics in the College of Business at the Florida Institute of Technology. Mike earned his Ph.D. from the University of North Carolina at Chapel Hill, and teaches a variety of courses in the MBA and undergraduate programs. He regularly consults through FIT Consulting, and recently co-authored an economic impact study of NASA KSC activities in Florida. Born and raised in Miami, Florida, Mike resides in the town of Grant-Valkaria with his life partner Karen and their three big, beautiful cats: Zippy, Curry, and Luna.

ALEX VAMOSI, PH.D.

is an Associate Professor in the Nathan M. Bisk College of Business at the Florida Institute of Technology where he has been a faculty member since 2001. He also served as the Associate Dean of Academics at the College from 2007 to 2015. Alex completed his Ph.D. at the University of North Carolina – Chapel Hill and his undergraduate and master’s studies at the University of Alberta, Canada. His research interests involve statistical and quantitative analysis in the areas of environmental and regional economics, sustainability and ecotourism. Alex has collaborated actively on over thirty economic impact studies, and has presented papers on these topics both locally and internationally. He is an avid EPL fan and enjoys reading historical fiction, mystery and fantasy novels.

NATALIE SHAH, MBA

Natalie Shah, MBA is a graduate student in the College of Business at Florida Institute of Technology. Natalie served as an intern for Space Coast Tourism and continues to utilize the knowledge from this experience and her MBA program to serve as a Resident Director at Florida Tech. Natalie seeks to gain knowledge and grow from different opportunities and projects.

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Contributors

Sources

Heidi Hatfield Edwards, Ph.D.

Heidi Hatfield Edwards, Ph.D. is professor of communication, and chair of communication programs in the School of Arts and Communication at Florida Institute of Technology. Her research focuses on the cultural and societal implications of communication regarding social issues, particularly in regard to health, science and technology. Edwards earned her bachelorâ&#x20AC;&#x2122;s degree in telecommunication from the University of Florida, and her masterâ&#x20AC;&#x2122;s and Ph.D. in journalism and mass communication at the University of WisconsinMadison and University of Georgia, respectively.

SpaceX

photo credit, page 44.

Malcolm Denemark / FLORIDA TODAY,

photo credit for page 17.

Downs & St. Germain Research specializes

in tourism research for state and local destination marketing organizations. They are frequent presenters at Destinations Florida and other tourism organizations as they strive to establish professional standards for conducting tourism research. Other major travel and tourism clients include Delta Air Lines, Boeing, Club Med, United Airlines, Florida Sports Foundation, American Society of Travel Agents, and several hotels and resorts.

Tiffany Minton

Tiffany Minton is a Florida native & a Space Coast local who loves the beach, photography, boating and traveling. Photo credit, the cover and pages 6 - 9, 21, 23, 30, 38 - 39 & 72.

Kevin M. Sacket,

photo credit, page 71.

Flickr, photo credit, pages 25, 42 & 43, 45, 45 & 47, 51 & 53 - 55.

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RESEARCH UPDATES, PROJECTS & RESULTS BY DEBORAH WEBSTER

As we continue to adjust and adapt to this new normal way of life since the Coronavirus (COVID-19) has impacted the world, here on the Space Coast our universe has been rocked too. Like the rest of the country, we were shut down for two months in the spring of 2020. The ripple affect of this shutdown has been felt deeply by the tourism industry on the Space Coast. Port Canaveral cruises have remained shuttered since mid-March with no departure dates in sight. We know from our data collection and reporting in the Visitation Report, that 1 in 5 visitors come to the Space Coast for cruise activity. This is an important slice of our tourism pie and this

loss has impacted the bottom line of the Tourist Development Tax Collection revenue. This historic time has pushed us to re-utilize old tools to help deliver important projections so we can best allocate our funding productively. STR, (formerly known as Smith Travel Research) has been a longtime partner of the Space Coast Office of Tourism and an enormous support through these trying times. STR was on the front lines to create a weekly industry support webinar during the spring of 2020. Their annual conference, the Hotel Data Conference, went all virtual in August and they continue valuable weekly insights through their e-newsletter Hotel News Now.

Tourist Development Tax Collection Revenue FY 2019-2020 ACTUAL O19

LAST YEAR N19

D19

BUDGETED J20

F20

M20

A20

M20

J20

A20

S20

$2M $1.75M $1.5M $1.25M $1M $750K $500K $250K TOTALS

ACTUAL: $13,065,670

LAST YEAR: $16,023,916

BUDGET: $16,600,000

Tourist Development Council Mission Statement: To promote growth, development and quality of tourism in the county; encourage participation by both visitors and residents in tourism related activities, and to act as the primary body to determine direction, goal and policy for use of the tourism tax. VisitSpaceCoast.com

Our goals remain the same, seeking ways to efficiently and effectively stretch the limited marketing dollars we have to reach new and old visitors and encourage overnight hotel stays on the Space Coast. STR products play an integral role in this mission.

the AM:PM Hotel report. No more waiting for the quarterly report to drop but rather just log on and view new updates 24/7.

While most STR report delivery options and availability have not changed significantly, the most notable change has been to the Pipeline report. This report is now delivered through their online dashboard tool called

Avid Viera is listed as a Mid-Scale Class hotel with 95 rooms. The second new hotel opening is an exciting addition to downtown Melbourne. The Hotel Melby is located behind Meg Oâ&#x20AC;&#x2122;Malleys and a stoneâ&#x20AC;&#x2122;s

In February 2020, the Space Coast had an all-time high of twenty-two hotel development projects in various stages, however, The STR reports remain the gold standard currently there are twelve projects listed of the hotel industry data reporting. For in all phases of development. A few hotels fiscal year 2020/2021, our suite of reports have opened during this time but most includes; the monthly Destination Report, have been postponed or cancelled due to the Daily/Weekly report, the Forecast report the effects of COVID. Of the twelve projects which includes three destinations locally, listed, two are anticipated to open in 2021, and the Pipeline (AM:PM Hotel) report. eight in 2022 and two in 2023. Melbourne will be home to eight of these hotels, Cape In addition to STR, we also use Canaveral and Titusville will each get two AllTheRooms Analytics to track ADR (Average Daily Rate), Occupancy percentage new hotels. and RevPAR (Revenue per Available Room) In March 2021, we will see the opening for short-term rentals (Airbnb and VRBO) of a new hotel in Viera/Suntree called Avid in Brevard County. The short-term rental Viera, branded by IHG (Intercontinental market is a growing business in Brevard Hotel Group) located on North Wickham County and this data coupled with the STR Road near the I-95 exit. The hotel is posiDestination Report assists us in projections tioned perfectly for visits to the Brevard to keep expenses and spending in line. Zoo, USSSA activities and the Avenue.

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throw from the Henegar Center. The hotel is perfectly situated within the lively shopping, theatre and restaurant district and adding dramatically to the streetscape of this downtown area. The Melby Hotel is a Hilton brand, Tapestry Collection product and will feature beautiful lagoon and city views from the guest rooms, a rooftop bar and lounge, and is listed as Upscale Class with 180 rooms. In other Research news, we continue to utilize the online GPS cellular tracking tool called AirSage Destinations. The tool helps measure both out-of-county and in-county devices that are in attendance for events such as rocket launches, long holiday weekends, large volume traffic situations and many special events unique to Brevard

County. The measurement of â&#x20AC;&#x2DC;cellular devices observedâ&#x20AC;&#x2122; counts devices that are connected to wifi, however does not account for international users, people without devices such as older persons and children. The tool is able to study a specific location using a mapping system and custom dates. It is able to identify out-of-country devices by home county, region and/or state. While the numbers are not exact, this tool has filled a huge void in attendance counting. Most recently, AirSage Destinations has become an important addition to our grant application process. AirSage Destinations allows us to be able to measure who and how many people are attending events and projects supported by the Tourist Development Tax Collection revenue. n

Hotel Details City Cape Canaveral Cape Canaveral Melbourne

Hotel Name Cambria Hotel & Suites Cape Canaveral TownePlace Suites Cape Canaveral Cocoa Beach aloft Hotel Melbourne

Melbourne Avid Viera

Brand Cambria Hotels TownePlace Suites aloft Hotel Avid

Melbourne

Comfort Suites West Melbourne element Melbourne Oceanfront Fairfield Inn & Suites Melbourne Hotel Melby Downtown Melbourne Tapestry Collection by Hilton SpringHill Suites Melbourne Palm Bay Tru by Hilton Melbourne

Titusville

Comfort Suites Titusville

Titusville

Courtyard Titusville Ken- Courtyard by nedy Center Space Center Marriott

Melbourne Melbourne Melbourne Melbourne Melbourne

Opening

Phase

In Construction In Jan-22 Construction Dec-23 Planning In Mar-21 Construction Jul-22

Class Upscale Class Upper Midscale Class Upscale Class

Bedrooms 150 153 130

Midscale Class

Comfort Suites

Jun-22 Final Planning

Upper Midscale Class

110

element

Apr-23

Planning

Upscale Class

130

Fairfield Inn

Jul-22

Final Planning

Upper Midscale Class

Mar-21

In Construction

Upscale Class

180

May-22 Final Planning Upscale Class

128

Sep-22 Final Planning Midscale Class Upper Midscale Dec-22 Final Planning Class In ConstrucFeb-22 Upscale Class tion

Tapestry Collection by Hilton SpringHill Suites Tru by Hilton Comfort Suites

100 152

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Tourism 14

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on the

Space

VISITATION REPORT CALENDAR YEAR 2018 AND 2019 BY ALEX VAMOSI, Ph.D.

EXECUTIVE SUMMARY This report provides a comparative analysis of the lodging, spending, and trip profiles of Space Coast visitors for calendar years 2018 and 2019. The population group on which data were collected are domestic visitors who purchased overnight lodging during their visit to the Space Coast. We refer to this market as DTAB - domestic tourism, accommodations-based. The DTAB segment is a large subset of the overall tourism market and the key economic driver of overnight visitation on the Space Coast. The estimates that were tabulated for this report are based on a survey instrument that was completed by 2,079 respondents over the two-year period. The following items summarize the main findings of this report.

Coast

â&#x20AC;˘ In comparison to 2018 estimates, mean expenditures per party in the DTAB market decreased by 4.4 percent in 2019, and by 4.0 percent and 9.3 percent in the hotel and non-hotel accommodations sub-markets, respectively. These decreases occurred because the average 2019 visiting party was smaller (fewer adults) and rented fewer rooms for fewer nights than a representative party in 2018. â&#x20AC;˘ Average spending per room per night (room nights) and per person per night (people nights) grew by 3.2 percent and 5.2 percent, respectively, in 2019. Consequently, we can conclude that spending per party would have risen in 2019 had the average number of room nights and people nights remained unchanged. VisitSpaceCoast.com

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• Over the two-year period that was studied, the DTAB market had an economic impact of about $210.7 million for every 100,000 visiting parties; or $45.1 million for every 100,000 room nights that visitors procured for overnight lodging. • The Space Coast economy benefits from a high frequency of repeat visits. Over the entire two-year period, about 50.5 percent of survey respondents visited two to four times in the past 24 months; while a remarkable 19 percent visited 5 or more times. • The large proportion of high frequency visitors is partially attributable to the variety of attractions that the Space Coast offers, and the high level of satisfaction experienced by its users; over the two-year period, all but two attractions scored 4.25 points or higher on a 5-point scale.

BACKGROUND During the spring of 2017, a research team comprised of members from the Florida Institute of Technology (FIT) and Florida’s Space Coast Office of Tourism (FSCOT) began developing a survey instrument designed to gather detailed information about domestic visitors who purchased overnight lodging in Brevard County. By statute, these establishments are required to pay Brevard County’s 5 percent bed tax. The database that has been compiled since 2017 has been used to provide a 12-month snapshot and/or to make annual comparisons of visitor profiles, spending patterns, and other trip characteristics of visitors in the domestic tourism, accommodations-based (DTAB) market. Although the DTAB market does not encompass the entire tourism market, it is a large subset of the market and the key economic driver of overnight visitation on the Space Coast.

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Each year, members of the FIT/FSCOT research team review the survey instrument for clarity and conciseness and adjust the survey accordingly. When methodological issues in the collection process or in data cleaning arise, these are also discussed by team members before any change is finalized. For instance, in the spring of 2018, in collaboration with one of FSCOTâ&#x20AC;&#x2122;s marketing partners, a new collection process was implemented to address concerns over dwindling sample sizes that began occurring in September 2017. The new process has yielded a much larger number of surveys in total and a steadier stream of responses from one collection period to the next. A total of 2,079 useable survey were collected during calendar years 2018 and 2019. The revised survey collection process has, however, also produced a large increase in the proportion of surveys collected from visitors who chose non-hotel accommodations to satisfy their lodging needs. Visitors in this population group tend to take longer trips, with larger sized parties, than visitors in the hotel sub-market. Consequently, over-sampling in the non-hotel accommodations sector creates an upward bias in mean estimates in the aggregate DTAB market for important metrics, such as party size, length of visit, and per party expenditures. To correct this bias and to more accurately reflect the DTAB population, the data has been weighted by the percentage share of bed-tax revenue that accrued to hotel, non-hotel, and RV/campground accommodations in each year. Data on bed-tax revenues can be downloaded from the FSCOTâ&#x20AC;&#x2122;s dashboard. Each visitation report also contains a spotlight feature, which provides an in-depth analysis of distinct sub-markets that make up the Space Coast tourism industry. In past issues, we have studied the cruise market, cohorts by household income, markets consisting of first-time versus repeat visitors, and compared the air travel market with regional drive travel sub-markets. The spotlight for this issue compares data for 18

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calendar years 2018 and 2019. Much of the narrative focuses on the economic estimates related to spending and the variables that affect mean expenditures per party: 1) the size of a party; 2) the number of rooms rented by a party; and 3) the number of nights that rooms were procured.

A COMPARATIVE ANALYSIS OF CALENDAR YEARS 2018 AND 2019 1. Introduction The purpose of this report is to provide a comparative analysis of the lodging, spending, and trip profiles of visitors in the DTAB market and several of its sub-markets for calendar years 2018 and 2019. The respective sub-markets segment visitors based on the type of lodging they purchased and whether survey respondents did or did not embark on a cruise during their visit to the Space Coast. The lodging sub-markets are categorized broadly as hotel accommodations and non-hotel accommodations. Hotel accommodations are defined as lodging at either a hotel or motel, while non-hotel accommodations include Airbnb, VRBO, condos, bed and breakfast, and other types of vacation rentals. Lodging at RV/ Campgrounds, which make up a small share of bed-tax revenue and are rented out at much lower rates per unit than other forms of accommodation, have been excluded from the analysis. Table 1.1 summarizes the distribution of surveys by number and percent in each of the sub-markets. A total of 2,079 surveys were collected over the two-year period, including 905 surveys in 2018 and 1,173 surveys in 2019. More than 300 surveys were collected annually in the non-cruise sub-market and primary lodging sub-markets. The number of surveys gathered in the cruise sub-market, however, fell below 100 in both years. Although the sample size in the cruise sub-market is small in comparison to the non-cruise sector, from a purely statistical standpoint, it is sufficiently large

TABLE 1.1 DISTRIBUTION OF SURVEYS COLLECTED, 2018 AND 2019 Number of Percent of Surveys Total 2018 2019 2018 2019 DTAB Market 905 1173 100% 100% Non-Cruise 819 1077 90.5% 91.8% Sub-market Cruise Sub-market 86 96 9.5% 8.2% Primary Lodging Markets Hotel 502 678 55.5% 57.8% Accommodations Non-hotel 337 410 37.2% 35.0% Accommodations TAKEAWAY: The sample sizes in each year are sufficiently large that valid statistical inferences about the population in each of the sub-markets can be made. that valid inferences about this population group can be made. The tabulations shown under the Percent of Total column show that the distribution of surveys within the sub-markets was approximately the same in each year. The percentages associated with primary lodging, however, suggest that the hotel accommodations sub-market is under-sampled. This determination was made by comparing the table percentages with the share of bed-tax revenue generated by hotel accommodations. For example, the proportion of surveys in 2019 is 57.8 percent, while the share of bed-tax revenue was 75 percent in fiscal year 2018-19. To more accurately reflect the DTAB population, the estimates associated with the lodging and spending profiles were weighted by the share of bed-tax revenue that accrued to hotel, non-hotel, and RV/ campground accommodations in each year.

TABLE 1.2: DISTRIBUTION OF TRIPS MADE TO THE SPACE COAST IN THE PAST 24 MONTHS Number of Visits Percent of Total 2018 2019 2018 2019 First-Time 266 347 29.4% 29.6% Visitor 2 Visits 254 316 28.1% 26.9% 3 or 4 Visits 207 291 22.9% 24.8% 5 or More 178 219 19.7% 18.7% Visits TAKEAWAY: The frequency of repeat visitors to the Space Coast is markedly high; more than 50 percent of survey respondents visited the Space Coast between 2-4 times in the past 24 months, while about 19 percent took 5 or more trips. while the rest are people who had visited the Space Coast two or more times. The Space Coast clearly attracts a high frequency of repeat visits. Over the entire two-year period, about 50.5 percent of survey respondents visited two to four times in the past 24 months; while a remarkable 19 percent visited 5 or more times.

Several factors contribute to the high regularity of repeat visits to the Space Coast: driving distance to Brevard County, relatives and friends who live in the area, exposure to various forms of advertising media about the Space Coast, wonderful attractions such as Cocoa Beach, Kennedy Space Center, nearby Orlando theme parks, and a bounty of nature and wildlife viewing resources for outdoor enthusiasts. Word of mouth is also an integral contributor to repeat visits. In both 2018 and 2019, survey respondents indicated a high likelihood of referring a friend to the Space Coast. On a scale of 1 (very Table 1.2 shows data on the number of unlikely) to 5 (very likely), almost 76 percent trips survey respondents had made to the of survey respondents indicate that they are Space Coast within the past 24 months, “very likely” to refer a friend/family member/ inclusive of their most recent visit. The distributions are strikingly similar in 2018 and colleague for a visit to Florida’s Space Coast; 2019, with about 29.5 percent of respondents over 90 percent responded to the survey question with scores of 4 or higher. identifying themselves as first-time visitors, VisitSpaceCoast.com

2. Lodging Profile of Space Coast Visitors Survey respondents were asked to report on several variables that collectively describe the lodging profile of Space Coast visitors: party size, number of adults and children, number of rooms that were rented, and length of stay, measured by the number of nights that lodging was procured. Based on this information, two additional variables that influence the economic impact of Space Coast visitors were developed. The new constructs were derived by multiplying party size by number of rooms (room nights) and by number of nights (people nights) for each subject in the sample. Tables 2.1 and 2.2 summarize estimates for four original variables (party size, adults, rooms and nights), while table 2.3 reports on the derived constructs (room nights and people nights.) Table 2.1 shows that the average size of a DTAB party was 2.96 in 2018, and that hotel accommodations attracted smaller sized parties (2.85) than non-hotel accommodations (3.36). In contrast, the average party size in the DTAB market dropped by 7.1 percent in 2019, a decrease that was felt in all sub-markets, but especially in the cruise and hotel accommodations sub-markets, which saw decreases of 8.9 percent and 8.8 percent respectively. Adults made up about 78 percent of a typical DTAB party in both 2018 and 2019. Thus, most of the observed decrease in party size that occurred in 2019 reflects parties that were

traveling with fewer adults. Within the primary lodging markets, hotel accommodations experienced a much larger drop in average party size than non-hotel accommodations (8.8 percent compared to 3.3 percent). This difference, however, is almost entirely explained by a change in the mix of children within the two markets; on average, fewer children resided at hotel accommodations while more children were lodged in non-hotel accommodations. Intuitively, a decrease in average party size should translate into fewer rooms rented at hotel accommodations. The estimates reported in Table 2.2 confirms this proposition: the number of rooms that were procured by a representative party saw an annual decrease of 6.8 percent in the DTAB market and 8.1 percent in the hotel accommodations sub-market. The zero percent change shown for non-hotel accommodations occurs because respondents who stayed at these establishments were not asked to report how many rooms they rented. Rather, we assumed that each party rented one unit only, even if that unit contained multiple rooms. The decision to code the data in this manner dates to the development of the survey instrument when the research team agreed to define “number of rooms” as the number of standalone units that are rented by visitors. Most hotel rooms are stand-alone units and guests are charged a specific rate for each. This is not the case at many non-hotel

TABLE 2.1: DISTRIBUTION OF PARTY SIZE AND NUMBER OF ADULTS PER PARTY Party Size Percent of Total 2018 2019 Change (%) 2018 2019 Change (%) DTAB Market 2.96 2.75 -7.1% 2.32 2.15 -7.3% Non-Cruise Sub-market 2.92 2.73 -6.5% 2.28 2.13 -6.6% Cruise Sub-market 3.16 2.88 -8.9% 2.54 2.35 -7.5% Primary Lodging Markets Hotel Accommodations 2.85 2.60 -8.8% 2.22 2.05 -7.7% Non-Hotel Accommodations 3.36 3.25 -3.3% 2.66 2.49 -6.4% TAKEAWAY: About 80 percent of the decrease in average party size that occurred in the DTAB market in 2019 is explained by party’s traveling with fewer adults. 20

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accommodations that can include single dwelling houses, townhomes, condominiums, etc. The rooms in these units are not standalone (they are part of the unit) and guests are usually charged a single price for the overall unit rather than per room. Table 2.2 also reports on the mean number of nights that rooms were procured by Space Coast visitors. This metric, which is used to measure the average length of a trip visit, decreased by a mere 0.5 percent in 2019. The small annual change, however, masks wide variations within the various sub-markets. For instance, the average length of stay increased by 2.2 percent at hotel accommodations, while dropping 8.9 percent, almost two-thirds of a night, at non-hotel accommodations. Regrettably, we were unable to determine why the mean length of a visit at non-hotel accommodations dropped so markedly in 2019. Interestingly, visitors in the cruise sub-market also reported significantly longer trip visits in 2019, about one-half night longer than in 2018, a jump of more than 17 percent. We conjecture that many parties that embarked on a cruise in 2019 may have traveled to the Space Coast a night or two earlier and/or decided to extend their visit upon completing their cruise. Table 2.3 summarizes estimates for two variables that directly influence the average expenditures made by visiting parties: TABLE 2.2: DISTRIBUTION OF ROOMS AND NIGHTS THAT LODGING WAS PROCURED Number of Rooms Number of Nights 2018 2019 Change (%) 2018 2019 Change (%) DTAB Market 1.18 1.10 -6.8% 4.17 4.15 -0.5% Non-Cruise Sub-market 1.17 1.10 -6.0% 4.28 4.20 -1.9% Cruise Sub-market 1.22 1.09 -10.7% 3.22 3.78 17.4% Primary Lodging Markets Hotel Accommodations 1.23 1.13 -8.1% 3.25 3.32 2.2% Non-Hotel Accommodations 1.00 1.00 0.00% 7.20 6.56 -8.9% TAKEAWAY: In the hotel accommodations sub-market, a typical party rented fewer rooms but for more nights in 2019; in contrast, the number of nights that visitors procured lodging at non-hotel accommodations dropped sharply in 2019, almost two-thirds of a night. VisitSpaceCoast.com

TABLE 2.3: DISTRIBUTION OF ROOM NIGHTS AND PEOPLE NIGHTS

DTAB Market Non-Cruise Sub-market Cruise Sub-market Primary Lodging Markets Hotel Accommodations Non-Hotel Accommodations

2018 4.88 5.02 3.75

Room Nights 2019 Change (%) 4.52 -7.4% 4.56 -9.2% 4.18 11.5%

4.18 7.20

3.81 6.56

-8.9% -8.9%

2018 12.84 13.15 9.93 9.41 24.58

People Nights 2019 Change (%) 11.67 -9.1% 11.74 -10.7% 11.09 11.7% 8.60 21.00

-8.6% -14.6%

TAKEAWAY: Apart from the cruise sub-market, the average number of room nights and people nights fell significantly in the DTAB market and all other sub-markets in 2019. room nights and people nights. Lodging expenses make up the single largest component (more than 40 percent) of the total purchases made by a party. Apart from the type of accommodation that visitors procure, lodging expenses depend primarily on room nights, the number of rooms rented by a party multiplied by the length of stay of that party (measured by number of nights.) Dining, drinking, recreation and retail (DDRR) purchases account for an additional 50 percent of total expenditures. DDRR purchases are positively related to people nights (party size times length of stay.) Estimates reported in Table 2.3 exhibit a significant decrease in 2019 in the DTAB market and in virtually every sub-market for both room nights and people nights.

The lone exception occurred in the cruise sub-market where longer stays more than offset decreases in party size and number of rooms procured and produced higher mean estimates for both room nights and people nights. Within the lodging sub-markets, the mean estimates are noticeably larger in the non-hotel accommodations sub-market, where over the two-year period, room nights and people nights were about 1.7 times and 2.5 times greater, respectively. The percent change in room nights, however, was virtually identical in the two lodging sub-markets (-8.9 percent), while non-hotel accommodations experienced a much larger relative decline in people nights (-14.6 percent compared to -8.6 percent)

TABLE 3.1 MEAN EXPENDITURES PER PARTY, TOTAL SPENDING AND LODGING EXPENSE Total Spending Lodging Expense 2018 2019 Change (%) 2018 2019 Change (%) DTAB Market $1,350 $1,291 -4.4% $586 $553 -5.6% Non-Cruise Sub-market $1,391 $1,299 -6.6% $606 $555 -8.4% Cruise Sub-market $1,000 $1,221 22.1% $431 $553 28.3% Primary Lodging Markets Hotel Accommodations $1,112 $1,067 -4.0% $465 $444 -4.5% Non-Hotel Accommodations $2,206 $2,001 -9.3% $1,028 $911 -11.4% TAKEAWAY: Apart from the cruise sub-market, 2019 was characterized by significant decreases in mean spending per party; most of the drop is attributable to shorter visits and smaller party size, which subsequently lowered lodging expense per party. 22

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3. Spending Profile of Space Coast Visitors Visitors to the Space Coast make significant contributions to the local economy through direct channels associated with their spending on lodging, dining and drinking, recreation, retail purchases, etc. The economic impact also works through indirect channels (additional purchases made by local businesses in the tourism and support sectors) and induced channels (additional spending by local households of the income earned in the tourism and support sectors). Survey respondents were asked to itemize their direct spending into several broad categories, which were then aggregated to determine the total expenses for each party in the sample. Table 3.1 summarizes per party estimates for total spending and lodging expenses, the single largest component of spending, which accounts for approximately 43 percent of direct sales in the DTAB market. Mean expenditures fell in the aggregate DTAB market and in virtually every sub-market in 2019. More specifically, total outlays dropped by an average of $58 per party in the DTAB market, and by $45 and $205 per party, respectively, in the hotel and non-hotel accommodation sub-markets. The decrease in total spending in the DTAB market would have been even larger had spending in the cruise sub-market not increased by an average of $221 per party. The annual percent changes reported in Table 3.1 directly align with the changes in room nights and people nights that were reported in Table 2.3. For instance, in the cruise sub-market, where room nights and people nights increased, significantly higher levels of spending occurred. In all the other sub-markets, a decline in room nights and people nights produced lower mean outlays.

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TABLE 3.2 MEAN PURCHASES BY ROOM NIGHTS AND PEOPLE NIGHTS Room Nights People Nights 2018 2019 Change (%) 2018 2019 Change (%) DTAB Market $277 $286 3.2% $105 $111 5.2% Non-Cruise Sub-market $277 $285 2.8% $106 $111 4.6% Cruise Sub-market $267 $292 9.5% $101 $110 9.3% Primary Lodging Markets Hotel Accommodations $266 $280 5.3% $118 $124 5.0% Non-Hotel Accommodations $306 $305 -0.4% $90 $95 6.2% TAKEAWAY: For the most part, average expenditures per room per night (room nights) and per person per night (people nights) grew steadily in 2019. Spending per room night was virtually unchanged in the non-hotel accommodations sub-market.

Table 3.2 shows the impact on spending after controlling for changes in room nights or people nights. When expenditures are calculated per room per night (room nights) or per person per night (people nights), we find that mean outlays increased by a healthy 3.2 percent and 5.2 percent, respectively, in 2019. Subsequently, we can conclude that had the average number of room nights and people nights remained unchanged in 2019, mean expenditures per party would also have risen.

both indirect and induced purchases that were made by local businesses and households in the tourism sector and supporting sectors of the economy. The 1.6 multiplier is consistent with estimates associated with most tourism events that have been reported in the Space Coast Tourism Journal. The final calculations were made by multiplying total expenditures (direct spending plus indirect and induced spending) by 100,000 units.

The spending estimates shown in the tables above were also used to quantify the economic impact of the DTAB market in Brevard County. Over the two-year period that was studied, the DTAB market had an economic impact of about $210.7 million for every 100,000 parties; or $45.1 million for every 100,000 room nights procured by overnight visitors. For each estimate we began by calculating a two-year weighted average of the direct purchases made by Space Coast visitors (shown in Tables 3.1 and 3.2). The weighted average estimates were then multiplied by 1.6 to account for

Economic impact assessments related to tourism typically report spending estimates on a per party basis. Calculating the total number of parties that visit the Space Coast, however, is challenging. The difficulty is that there is no mechanism in place to track the number of visitors entering Brevard County and staying overnight. Conceptually, it would be easier to track room nights at hotels/motels, non-hotels and RV/campgrounds. For instance, the FSCOT has reliable data that includes monthly and annual estimates of the number of available rooms and occupancy rates at hotels and motels in Brevard County. If similar data were available for vacation rentals and RV/campgrounds, then valid estimates of room nights could be tabulated for each lodging sub-markets and subsequently converted into an economic impact estimate.

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TABLE 4.1 DISTRIBUTION OF TRAVEL MODE 2018 2019 Change Primary Method of Travel to the Space Coast Drive Travel 59.2% 58.4% -0.83 pts Air Travel 40.8% 41.6% 0.83 pts If Air Travel, which Regional Airport Orlando International Airport 78.6% 76.4% -2.16 pts Orlando Melbourne 11.1% 11.5% 0.36 pts International Airport Orlando Sanford International Airport 10.3% 12.1% 1.79 pts TAKEAWAY: The primary method used to travel to the Space Coast saw little change in 2019; amongst air travelers, the use of Melbourne and Sanford regional airports increased by more than two percentage points in 2019.

4. Trip Profile of Space Coast Visitors This section explores the trip profiles of Space Coast visitors, including the mode of transportation that was used traveling to the Space Coast, the primary purpose of visits, the types of marketing that respondent’s saw prior to their trip, and the reported participation rates and satisfaction scores of survey respondents for several of the Space Coast’s most prominent venues and activities.

TABLE 4.2 PRIMARY PURPOSE OF TRIP VISITS Vacation/Holiday Visiting Family and Friends Rocket Launch Business Private Occasion (wedding, reunion, etc.) Public Event, Show or Festival Job Interview Convenient Stop for Drive Travel Another Trip Purpose

2018 2019 Change 54.9% 51.2% 3.68 pts 14.8% 16.2% 1.39 pts 5.19% 8.18% 2.99 pts 6.30% 6.65% 0.35 pts 4.97% 4.77% -0.20 pts 2.87% 2.73% -0.14 pts 1.33% 1.53% 0.21 pts 1.33% 1.28% -0.05 pts 8.29% 7.42% -0.87 pts

TAKEAWAY: The percentage of visitors who reported Rocket Launch as the primary purpose of their visit to the Space Coast increased by about 58 percent in 2019. survey instrument. Using data from 2017, which were not subject to Facebook’s restriction, we estimate that the 100-mile limit lowered the drive travel proportions reported in Table 4.1 by about 10 to 15 points.

Table 4.1 also summarizes the distribution of regional airports that were utilized by Space Coast visitors who used air travel as their primary method of transportation. The proportion of air travelers who flew into Orlando International Airport (MCO) has The geographic proximity of the Space decreased from about 80 percent in 2017 Coast to major metropolitan centers such as to 76 percent in 2019, a total drop of about Orlando, Miami, Jacksonville and Tampa-Bay 4-points over the two-year period. As would makes it primarily a drive market. Table be expected, the smaller regional airports 4.1 estimates show that about 58-59 in Melbourne (MLB) and Sanford (SFB) have percent of survey respondents used drive benefited from this decline, with roughly an travel as their primary mode of transporequal split accruing to both. For more infortation when traveling to the Space Coast. mation, we refer readers to the Space Coast It should be noted that Facebook places a Tourism Journal (Summer 2019), which 100-mile radius restriction on the ads and provides an in-depth analysis of regional survey link that it sends to users who have markets by mode of transportation. visited the Space Coast. Consequently, a Table 4.2 highlights the primary motisizeable amount of the local drive market did not receive the ad nor the link to the vations given by survey respondents for 26

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trip visits to the Space Coast. Naturally, the most cited reason is vacation/holiday (over 50 percent), followed by visiting family and friends (15 to 16 percent). Since 2017, when we first began compiling data for this report, there has been a clear increase in the proportion of respondents who identified “visiting family and friends,” or some other non-vacation motive, as their primary trip purpose. For example, a re-energized NASA space program, combined with renewed public

interest in space exploration, fueled a significant jump in Space Coast visitors during the past year. In 2019, more than 8 percent of survey respondents recorded “rocket launch” as the primary purpose of their visit, an annual increase of 40 percent, making it the third highest ranked reason that people visit the Space Coast. The current issue of this publication includes an economic impact assessment of a Falcon Heavy rocket launch.

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TABLE 4.3 DISTRIBUTION OF ADVERTISING PLATFORMS (ABOUT THE SPACE COAST) 2018 2019 Change Digital Marketing 1.27 0.048 (average number seen) 1.23 Social Media Video 51.2% 52.6% 1.44 pts Website 28.0% 27.5% -0.42 pts Social Media Other 20.8% 23.4% 2.59 pts Florida’s Space Coast 17.3% 17.5% 0.13 pts Vacation Planner YouTube 5.3% 6.4% 1.09 pts Traditional Tactics 1.00 0.023 (average number seen) 0.98 Billboard or Outdoor 29.5% 29.8% 0.34 pts Advertisement News Stories 15.1% 18.2% 3.11 pts Magazine Print Ad 17.9% 15.8% -2.13 pts Airport Display 14.7% 15.3% 0.56 pts TV 15.0% 14.7% -0.28 pts Radio 5.6% 6.3% 0.67 pts None of the above 17.6% 18.8% 1.19% TAKEAWAY: In 2018 and 2019, digital marketing tactics respectively produced 25% and 27% more exposure than traditional advertising media. Collectively, exposure to social media platforms increased by four percentage points in 2019. Marketing and advertising platforms are essential tools used to build brand awareness, attract first-time customers and foster growth through repeat customers. In the tourism industry, traditional marketing platforms have included billboards and outdoor advertising, TV and radio, newspaper stories and magazine print ads, and airport displays. In the era of information technology, digital marketing platforms such as social media videos, online websites, vacation planners, etc. are becoming increasingly prominent in building brand awareness and attracting visitors to the area. In order to compare the relative exposure to traditional and digital marketing platforms, survey respondents were asked to check off all the types of marketing or advertising 28

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they have “specifically seen about the 4.4 PARTICIPATION SpaceTABLE Coast” inACTIVITY the past six months. RATES AND SATISFACTION Table 4.3 summarizes the distribution Participation Satisfaction for 11 advertising platforms were Scale) Rate that(5-point considered. In both 2018 and 2019, 2018 2019 2018 social 2019 media videos about the Space Coast were Average 52.6% 49.7% 4.40 4.41 seen by more than 50 percent of survey Beach Activities 87.7% 85.1% 4.44 4.47 respondents, a figure that is over 20 points Bicycling 39.0% 34.5% 4.41 4.37 higher than the second ranked platform Brevard Zoo 35.6% 32.5% 4.51 4.41 - billboard or outdoor advertising. The (Brevard Zoo) naaverage 10.1%number na 4.13 table alsoTrek reports the of Treetop advertisements the Space Coast that Eau Gallie Arts about 30.5% were seen within each of 27.5% the two4.26 major4.36 District marketing classifications. In 2019, Cocoa Village 52.7% 48.9% 4.38a repre4.34 sentative survey respondent had seen 1.27 Downtown 45.5% 43.3% 4.35Space 4.44 and 1.00 advertisements about the Melbourne Coast from digital and traditional platforms, Kennedy Space 59.8% 60.7% 4.59 4.63 Center respectively. Although these numbers Nature & Wildlife 56.7% 56.1% 4.41 4.47 Viewing Orlando Theme 37.1% 28.1% 4.47 4.35 Parks Ron Jon Surf Shop; Cocoa Beach Surf 57.0% 54.0% 4.35 4.34 Company Space Coast 17.5% 12.3% 4.09 4.18 Stadium The Cove 39.3% 32.4% 4.38 4.43 Westgate Cocoa 49.5% 44.3% 4.27 4.28 Beach Pier TAKEAWAY: Shorter trip visits in 2019 generated a lower overall rate of participation; however, using a five-point scale, every activity earned an average satisfaction score above 4.0.

may seem small, they show that the exposure to digital platforms is about 27 percent higher than with traditional media.As noted earlier in this report, the Space Coast has a high volume of repeat visitors; more than 50 percent of respondents had visited the Space Coast 2-4 times in the previous 24 months, while 19.5 percent visited 5+ times. As people become increasingly familiar with a location, the additional benefit of seeking out information through social media or other platforms begins to drop. Consequently, it is not surprising that one out of every five respondents report that they had not seen any advertising about the Space Coast in the six months prior to their trip.

activities the Space Coast offers. Survey respondents were asked to rate their satisfaction with several prominent attractions marketed by Space Coast tourism officials and stakeholders. The ratings scale ranges from (1) very unsatisfied to (5) very satisfied. Table 4.4 summarizes the participation rate and satisfaction scores for 13 venues and activities.

Another reason for the high number of repeat visitors is that people enjoy the many

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TABLE 4.4 ACTIVITY PARTICIPATION RATES AND SATISFACTION

pts pts pts

pts

pts pts pts pts pts %

Average Beach Activities Bicycling Brevard Zoo (Brevard Zoo) Treetop Trek Eau Gallie Arts District Cocoa Village Downtown Melbourne Kennedy Space Center Nature & Wildlife Viewing Orlando Theme Parks Ron Jon Surf Shop; Cocoa Beach Surf Company Space Coast Stadium The Cove Westgate Cocoa Beach Pier

Participation Rate 2018 2019 52.6% 49.7% 87.7% 85.1% 39.0% 34.5% 35.6% 32.5% na

10.1%

Satisfaction (5-point Scale) 2018 2019 4.40 4.41 4.44 4.47 4.41 4.37 4.51 4.41 na

4.13

30.5% 27.5% 4.26

4.36

52.7% 48.9% 4.38

4.34

45.5% 43.3% 4.35

4.44

59.8% 60.7% 4.59

4.63

56.7% 56.1% 4.41

4.47

37.1% 28.1% 4.47

4.35

57.0% 54.0% 4.35

4.34

17.5% 12.3% 4.09

4.18

39.3% 32.4% 4.38

4.43

49.5% 44.3% 4.27

4.28

TAKEAWAY: Shorter trip visits in 2019 generated a lower overall rate of participation; however, using a five-point scale, every activity earned an average satisfaction score above 4.0.

During the past year the overall participation rate dropped from 52.6 percent to 49.7 percent; virtually all activities, except the Kennedy Space Center Visitor Complex,

experienced a decline. The explanation is straightforward: shorter trip visits (especially in the non-hotel accommodations sub-market) combined with fewer visitors per party produce widespread decreases in participation rates. Everything else equal, shorter trips provide less opportunity to engage in leisure activities, while a decrease in the average party size lowers the likelihood of participation within a party. With respect to the satisfaction scores, there are no substantial differences in the 2018 and 2019 scores. In 2019, some venues scored higher, while others scored lower. The aggregate mean score rose by an insignificant 0.01 points, while the largest change for singular attractions and venues was ±0.10 points. Generally, the satisfaction scores are high across the board. Every activity or venue earned an average score above 4.00 points in both 2018 and 2019; moreover, all but two attractions scored an average of 4.25 points or higher. The importance of these high satisfaction scores and participation rates for the long-term sustainability of Brevard County’s tourism sector cannot be overstated. The large proportion of high frequency visitors is at least partially attributable to the variety of attractions that the Space Coast offers, and the high level of satisfaction experienced by its users. 5. Summary This report presented a comprehensive comparison of visitor profiles in the DTAB market for calendar years 2018 and 2019. The estimates were tabulated using information from 2,079 useable surveys that were collected by FSCOT’s marketing agents over the two-year period.

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In general, calendar year 2019 was characterized by modest, absolute decreases in key variables that collectively lowered the mean estimate of spending per party in the DTAB market by 4.4 percent. Average party sizes were smaller (many parties traveled with fewer adults), fewer rooms were rented, and the length of visits (number of nights that lodging was procured) were typically shorter at both hotel and non-hotel accommodations. In the cruise sub-market, however, spending per party increased in 2019 even though mean estimates of party size and number of rooms were both lower. The increase in spending in the cruise sub-market occurred because the average length of a visit rose from 3.2 nights in 2018 to 3.8 nights in 2019. To control for party size and the number of rooms and nights that lodging was procured, we re-calculated the spending estimates using room nights (rooms times nights) and people nights (party size time nights) as the basis of comparison. In 2019, mean outlays per room night and per people night increased in the DTAB market by 3.2 percent and 5.2 percent, respectively. This leads us to conclude that spending per party estimates would have 32

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risen in 2019 had the average number of room nights and people nights remained unchanged. Visitors to the Space Coast make significant contributions to the local economy through direct channels associated with their spending as well as indirect and induced channels of spending that filter throughout the economy. Over the two-year period, we calculated that the DTAB market had an economic impact of about $210.7 million for every 100,000 visiting parties; or $45.1 million for every 100,000 room nights that overnight visitors procured. The Space Coast economy also benefits from a high frequency of repeat visits. Over the entire two-year period, about 50.5 percent of survey respondents visited two to four times in the past 24 months, while a remarkable 19 percent visited 5 or more times. The large proportion of high frequency visitors is partially attributable to the variety of attractions that the Space Coast offers, and the high level of satisfaction experienced by its users. Over the two-year period, all but two attractions scored 4.25 points or higher on a 5-point scale. n

COVID UPDATE CONSUMER FEEDBACK BY DEBORAH WEBSTER, JOSEPH ST. GERMAIN, & PHILLIP DOWNS1

Consumers’ Feelings About Travel During COVID-19 This study charts consumers’ feelings about travel and travel advertising during the COVID-19 pandemic. The tourism industry has not been immune to negative impacts from external influences. Pandemics such as SARS or economic disruptions such as the 2009 global economic crisis have had significant, but relatively temporary, impacts on global and United States tourism. Natural and man-made disasters certainly have negative, yet typically more localized, impacts. The Deepwater Horizon oil spill in the Gulf of Mexico in 2010 had an immediate impact on potential visitors’ perceptions of Florida as a destination. Yet, relatively few potential visitors, only 2% to 4%, cancelled trips to Florida during the following 6-month time period because of the oil spill.2 Negative connotations of Florida from Deepwater Horizon as a destination essentially evaporated within 6 months.

To assess consumers’ feelings about travel and travel advertising, The Space Coast Office of Tourism engaged Downs & St. Germain Research to conduct three waves of Consumer Sentiment surveys.5 The goals were to assess consumers’ feelings about traveling and their appetite for travel marketing during COVID-19. The surveys assessed consumers’ reactions to specific advertising graphics and messaging. Unlike other studies that use national data to estimate how consumers to a specific destination feel, this study focused on potential visitors to the Space Coast who live in key feeder markets.6

Trust

Who do consumers trust to tell them whether or not it is safe to travel? While much information emanates from the White House, governors’ offices, and local governments, consumers trust the Centers for Disease Control and Prevention (CDC) most COVID-19 is a different phenomenon in to give them accurate information. As the the travel world. Certain facts are known: graph below illustrates, trust in the CDC, COVID-19 has accounted for over 850,000 and most other sources, fell from April to deaths;3 it has afflicted over 25 million people June, perhaps as mixed messages about globally;4 there is no viable vaccine; and COVID-19 were disseminated by various treatments are not guaranteed to diminish sources, some reputable, some not. It is the health impacts of the virus. interesting to note that considerably fewer than half of consumers trust all sources of Conversely, there is considerable uncerinformation about COVID-19 except the CDC. tainty regarding COVID-19. Consumers yearn Over time, credibility of social media news to resume their normal lives, yet concern sources approached credibility of traditional about short-term and lasting health effects news sources although both were at or below from COVID-19 impacts all decisions, espe20%. Perhaps reflecting distrust of experts cially travel. Moreover, consumers’ reactions and science, one’s physician is trusted to COVID-19 are not uniform across generaas a COVID-19 source by only one 1 in 3 tions and geography. consumers. VisitSpaceCoast.com

PLANNNING VACATIONS

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................................... 18% .........................................14% July ..................................... 19% TRUSTED SOURCES ON COVID-19 100%.................................19% 76% .................................23% 68% 65% 75% ......................................15% August 50% ..................................14% 43% 36% 36% 38% 30% 34% ..................................18% 25% September-October ....... 23% 0 .....27% CDC State Government My Doctor ...30% 100% November-December ..........20% ........20% 75% ........21% 50% 39% In 2021 ........ 38% 33% 29% 25% 23% 21% 26% 23% 20% 25% ................33% .................32% 0 Local Government Friends & Family Traditional News Media April 13th-14th May 4th-5th April 13th-14th June 16th-17th May 4th-5th June 16th-17th

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43% 36% 30% Federal Government

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SAFE TO TRAVEL

50% In April when most destinations were Large Attractions 45% 40% Reopen .................. 76% 36% closed, signposts that consumers looked 30% .........................63% 23% to for assurance that it was safe to travel 18% 18% 17% ...................................46% 16% 14%reopening and 20% included large 12% attractions Restaurants & Retail ...71% 10% restaurants and retail shops reopening. Businesses Re-open ............52% 0 Over 7 in 10 consumers in April kept their End of June End ofeyes July on attractions, End of restaurants August ...................41% and retail 50% Beaches are Open ............... 48% shops. As these establishments began to ..........................37% 40% reopen and the number of COVID-19 cases 28% ..........................38% 30% continued to rise, fewer consumers viewed Major Sports Events 19% 22% 20% these reopenings as harbingers of safe Restart ............................57% 9% 10% travel, and began 4% waiting on medicine to 2% 4% .............................. 53% 2% 2% 2% 2% 5% 0 .........................................30% combat effects of COVID-19 and a vaccine End of September End of October End of November In 2021 as signs that it was safe to travel. Resumption of Normal ...............44% April 13th-14th .......35% June 16th-17th May 4th-5th Religious Prayers/Services ............. 25% Moving Target

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May 4th-5th INTERACTION WITH TRAVEL In April,MEDIA 3 out of 4 consumers believed June 44%16th-17th it would be safe to travel by the end of 34% 34% 36% summer. Only 1 in 5 thought it would not be 29% 33% 25% until 2021. By June, however, 26% 28% safe to travel 22% 24% 18% 18% thought 15% 14%18% 16% just over half of consumers it would 10% be safe to travel by the end of summer, and 3 in 10 thought it would not be safe until None Online Travel Travel Article sometime Travel Showin on2021. Travel Book / Destination Video Videos TV/OnDemand Guidebook Livestream

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Ability to Drive to SAFE TO TRAVEL Destination .....................48% ..................51% 50% 45% ..................53%36% 40% Outdoor/Spacious Destination .. 43% 23% 30% ........45% 18% 18% 17% 20% 12% 16% 14% ......50% 10% Rural Setting or 0 Town ............................30% Smaller End of 32% June End of July End of August .......................... 50% ...........................32% 40% Destination in My Home State ....28% 28% .......32% 30% 22% ....... 31% 19% 20% Destination Within My9% 10% 2% 4% 2% 2% 4% 2% 2% 5% Local Area .................................27% 0 ............................... End of September 32% End of October End of November In 2021 ............................... 30% 13th-14th June 16th-17th Would OnlyApril Travel if Offered May 4th-5th a Discount ...................................... 22% ....................................20% ....................................26% Conversely, as time passed, more InTRAVEL April 4 in 10 consumers said they were INTERACTION WITH MEDIA consumers were engaged in planning vacanot planning vacations until 2021, while that 50% 44% April 13th-14th May 4th-5th tions. In April, 54% indicated they were figure dropped in June to 3 in 10. 40% 34% 34% 36%by the33% planning vacations end of summer. June 16th-17th 29% 30% 25% 26% 28% In April, were actively By June, that figure had increased to 60%. 22% 24% 56% of consumers 18% 18% 16% 18% 20% 15% interacting with travel media, 14% especially 10% 10% online travel videos. By June, the percentage PLANNNING VACATIONS 0 of consumers who interacted with travel None Online Travel Travel Article Travel Show on Travel Book / Destination Video media increased Guidebook to 64% as travel articles and Videos TV/OnDemand Livestream June ...................................20% travel shows on TV/OnDemand joined online ................................... 18% April 13th-14th June 16th-17th May 4th-5th travel videos as the preferred travel media. .........................................14% July ..................................... 19% Safety is Message 1 .................................19% SAFE TRAVEL ACTIVITIES .................................23% August 70% ......................................15% Safety is first and foremost in 55% 60% ..................................14% consumersâ&#x20AC;&#x2122; minds when thinking about 46% 50% ..................................18% 42% traveling. Consumers September-October ....... 23% 36% 34%want accommoda40% 32% 29% .....27% tions to introduce a host of safety precau30% 23% 22% 22% ...30% Leading 17% the way is 13% 20% 14% tions and standards. 13% 10% November-December ..........20% addition of hand sanitizing stations as 3 10% ........20% 0 in 4 consumers demand these. Feelings ........21%Going To a Staying In a Vacation Going To a Beach Staying At a Hotel Going To an about hand sanitizing did not In 2021 ........ 38% Rental Home Restaurant Outdoor Attractionstations change from May to June. Second on the ................33% .................32% list of safety precautions is the 65%sight of 70% staff actively cleaning common surfaces. In 60% April 13th-14th May 4th-5th 50% 42% wanted May and June, 2 out of 3 consumers 40%June 16th-17th to see this happening in accommodations. 25% 30% 22% 19% 20% 13% VisitSpaceCoast.com | 12% 11% 10% 8% 8% 6%SAFE TRAVEL 6% 9% 7% 10% SIGNPOSTS 4% 8% FOR 3% 0

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New 16th-17th Safety/Cleaning June Protocols .....................45% 38% 43% 36% 30% 6% 36% 30% 34% Prioritizing Safety ..........................17% That It’s SafeMEDIA to Visit Again...............15% INTERACTION WITH TRAVEL 50% 44% Promoting Social Distancing/ overnment My Doctor Federal Government Staying Home ......................................11% 40% 34% 34% 36% 33% 29% Open/Uncrowded 28% 30% 25% Spaces ....................11% 26% 22% 24% 18% 16% 18% 18% 14% Information About Incentives/Deals .........6% 20% 15% 10% Virus Updates ...........................................6% 10% 6% 23% Community Engagement/Assistance ........6% 25% 0 23% 20% 16% Article Travel Show on Travel Book / Destination Video None Online 12% Travel16% Travel Information About Opening .......................5% Videos TV/OnDemand Livestream Routine DestinationGuidebook Advertising ................ 4% & Family Traditional News Media News on Social Media April 13th-14th June 16th-17th May 4th-5th June 16th-17th h April 13th-14th

May 4th-5th

PREFERRED DESTINATIONS PREFERRED MESSSAGINGSAFE TRAVEL ACTIVITIES

70% SAFE TO TRAVEL Beach Destination.......... 47% 60% New Safety/Cleaning55% 46% ............46% 50% 42% Protocols .....................45% ....... 34% 54% 36% 40% 32% 30% Prioritizing Safety ..........................17% 29% Ability to Drive to 22% 30% 23% 22% That It’s Safe to Visit 16% Again...............15% 18% 18% 17% 17% 13% 20% 14% Destination .....................48% 13% 14% 12% 10% Promoting Social Distancing/ ..................51% 10% ernment ..................53% Staying 0 Home ......................................11% Staying In a Vacation Going To End aSpaces Beach Going To a Staying AtOutdoor/Spacious a Hotel Going To an .. 43% Open/Uncrowded ....................11% Destination End of July of August Restaurant Outdoor Attraction ........45% Rental Home Information About Incentives/Deals .........6% ......50% Virus Updates ...........................................6% 65% 70% Rural Setting or 28% Community Engagement/Assistance ........6% 60% Smaller Town ............................30% 16% 19% 22% Information About Opening .......................5% 50% .......................... 32% 42% Routine Destination Advertising ................ 4% ...........................32% 40% 2% 2% 4% 5% %al Media 25% 30% Destination in My Home State ....28% 22% 19% October End of November In 2021 20% .......32% 13% 12% 11% 8% 31% Interest in staff wearing 6% face masks4% 8% ....... 6% 9% 10% 7% 10% 8% 3% June 16th-17th th increased from 56% DESTINATIONS in May to 63% in June 0 Destination Within My PREFERRED Taking a Visitingstates a Taking A Cruise Local Attend a Live Traveling None of These as more localities and some moved Area .................................27% Domestic Flight Theme Park Sporting Event Internationally ............................... 32% to Beach require masks in public spaces during Destination ION WITH TRAVEL MEDIA.......... 47% ............................... 30% ............46% May 4th-5th this time April frame. 13th-14th June 16th-17th Would Only Travel if Offered ....... 54% a Discount ...................................... 22% Social is another safety precauAbility todistancing Drive to ....................................20% that 25% 6 in 10 consumers expect from Destination .....................48% 26% 28% tion 22% 24% ..................51% ....................................26% 18%stay. 18% 18% 16% accommodations where they14% might % ..................53% 10% Nearly as many consumers also expected April 13th-14th May 4th-5th Outdoor/Spaciouschecks Destination temperature for.. 43% staff and posted ........45% June 16th-17th vel Article cleanliness Travel Show on Travel Book / Destination Video standards. Alternating room ......50% TV/OnDemand Guidebook Livestream vacancy, which Rural Setting or garnered support from only 28% 1 in 3 consumers in May, was supported by Smaller Town ............................30% June 16th-17th h myriad of PLANNNING public activities. In April, only VACATIONS .......................... 43% of consumers in June.32% 1 in 4 consumers felt safe going to the ...........................32% Destinationincreasing in My Home COVID-19 State ....28% cases, beach, a figure that jumped to 55% by E TRAVEL ACTIVITIES June ...................................20% Despite 1 .......32% ................................... 18% June. Only 13% were comfortable going increasing numbers of ....... consumers from 31% .........................................14% April to June said they felt safe doing a to a restaurant in April, while by June 46% Destination Within My July ..................................... 19% Local Area .................................27% .................................19% 3 6 | V i 36% s i t S p a c e C o a s t . c o34% m 32% ............................... 32% .................................23% 22% 22% ............................... 30%17% August ......................................15% 13% 14%

De Lo

W aD

La Re

Re Bu

M Re

Re Re

None

C 70% 60% 50% 40% 30% 20% 10% 0

70% 60% 50% 40% 30% 20% 10% 0

Online Travel Videos

April 13th-14th

Travel Article

42%

46%

Ju 36% 14%

13%

Going To a Beach

Travel Book / Destination Video Guidebook Livestream

SAFE TRAVEL ACTIVITIES

29%

23%

June 16th-17th

May 4th-5th

55%

Travel Show on TV/OnDemand

Going To a Restaurant

34%

22%

Staying At a Hotel

13%

22%

32%

17% 10%

Staying In a Vacation Going To an Rental Home Outdoor Attraction

65% 42%

13%

22%

Taking a Domestic Flight

April 13th-14th

12%

19%

Visiting a Theme Park

In 25%

11% 4% 8%

6% 9% 10%

Taking A Cruise

May 4th-5th

felt comfortable doing so. While numbers moved in the right direction from April to June from a tourism perspective, only 36% of consumers felt comfortable staying in a hotel in June and slightly fewer were comfortable visiting an outdoor attraction. Perhaps the most positive sign for the tourism industry was the percentage who did not feel comfortable doing any public activities – this figure dropped from 65% in April to 25% in June.

Future Travel There is considerable pent up demand as 58% of consumers say they will take a long weekend or vacation within a month after it is deemed safe to travel. Of course, that begs several questions – When will it be safe? Is it safe already? Who will tell us it is safe? There appear to be 3 types of consumers with regard to COVID-19 and travel: 1. Those who are ready to travel or have already traveled, 2. Those who are cautiously optimistic about traveling, and 3. Those who are not

8% 3% 7%

Attend a Live Traveling None of These Sporting Event Internationally

June 16th-17th

even thinking about traveling. Percentages of consumers who are in each group are fluid, yet each segment is sizeable.

La Re

When people do travel, they feel safer going to a beach, driving to their destinations, and going to outdoor attractions and destinations. Over time, the percentage of consumers who feel safe engaging in these types of travel behaviors has increased steadily. Discounts are not playing a major role in travel decisions – safety is paramount.

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While participants in this study were chosen from key feeder markets for the Space Coast, they were not necessarily predisposed to visit the Space Coast. Nonetheless, 3 in 10 claimed they would consider the Space Coast in a post COVID-19 trip. Given the relative sizes of Orlando and the Space Coast as travel destinations, one would expect considerably more to prefer to go to Orlando. Yet only 37% preferred to visit Orlando.

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continues on page 40 VisitSpaceCoast.com

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continued from page 37 The fact that only marginally more consumers would go to Orlando vs. the Space Coast reinforces consumers’ preferences for beach destinations and destinations that are less crowded during and after COVID-19.

Marketing During COVID-19 Beginning in April and continuing through June, a majority of consumers wanted advertising for destinations and attractions to focus on what companies were doing to help during the COVID-19 pandemic. The percentage of consumers who were willing to be exposed to “normal” advertising increased from 11% in April to 24% in June. A majority of consumers are ready for businesses to resume “normal” advertising, that is, advertising designed to motivate individuals to travel to a destination. In April, 82% of consumers were willing to see “normal” advertising before the end of summer. That figure dipped ever so slightly to 80% when consumers were contacted again in May. By June, only 62% of consumers were willing to see “normal” advertising for destinations and attractions by the end of summer. Average Score Top 2 NPS

6.7 33% -7

By June, 1 in 5 consumers did not want to see “normal” 7 advertising for destinations until 2021.

Testing Travel Messaging Consumer Sentiment surveys were also used to test advertising messaging, that is, what message will best motivate consumers 40

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Average Score Top 2 NPS

to travel during these trying times? In the second survey wave, three print ads were

6.3 29% -16

tested with different graphics and different headlines (average scores on a 10-point scale are shown in parentheses): • Road Trip Travel Guide (8.1) • Tranquility (8.3) • Happiness comes in waves (8.2) Average Score Top 2 NPS

5.7 25% -31

Consumers’ reactions suggested that all three headlines were appropriate. In the third survey wave, four print ads and one 30-second video were tested with two different headlines. Ads along with their top-two box scores8 average scores,9 and Net Promoter Scores10 (NPS) are shown. Average Score Top 2 NPS

6.8 36% -1

The 30-second video featuring an array of activities in the Space Coast scored highest on all three measures. Consumers reacted positively to images of face masks and cleaning practices throughout the video and felt the beach and hotel looked inviting and relaxing.

Among the print ads, ad 4 with an image of the beach and the headline “Happiness comes in waves” scored highest. While the beach was pleasing to consumers, they asked for more detail and context in the ad. Average Score Top 2 NPS

7.2 39% +10

Travel Prior to COVID-19, consumers relied heavily on word-of-mouth, past experience, and social media/internet searches when planning vacations. During COVID-19, Google searches still accounted for the most vacation planning activity, while destination websites scored second. Prior to COVID-19, destination websites were not a major player in consumers’ search for vacation information, rating somewhere in the middle of the pack. During COVID-19, consumers rely on destination websites to provide key information about what is happening at the ground level, that is, are special travel restrictions in place, must one wear a mask, are attractions open, are restaurants open, etc. Destination websites are a much more frequently used planning tool during COVID-19 as consumers attempt to figure out what the lay of the land is within destinations they are considering visiting. Over the summer as the pandemic played out, consumers relied more on hotel and airline websites to learn about local restrictions, what was open, etc. Talking to family or friends, a source of vacation planning that is typically near the top of vacationers’ planning sources, was rated 6th throughout the three surveys. As they contemplated future vacations,

consumers felt more comfortable booking at hotels than with staying at friends and relatives. Preference for hotels outnumbered preference for short-term rental platform such as Airbnb or VRBO by about a 2 to 1 margin. Incidence of travel increased from 12% in May to 19% in June. Based on other studies, it is estimated that about 25% to 30% of people are traveling as of the first week of September.

Conclusion Despite COVID-19 about a quarter of consumers are comfortable traveling. There is a major emphasis on safety. For example, they expect accommodations and transportation companies to use an array of cleanliness practices. In advertising, consumers expect destinations to promote that they are emphasizing safety. Consumers feel safer traveling to beaches and to destinations with more space. Consumers rely more on destinations’ websites during COVID-19 to assess local restrictions, openings, ground rules, etc. Consumers trust the CDC to give honest information about COVID-19. Finally, the consumer sentiment surveys provided invaluable information about messaging and graphics that resonate with consumers during COVID-19. n 1

Deborah Webster is Research & Analytics Director for Florida’s Space Coast Office of Tourism. Joseph St. Germain, Ph.D. and Phillip Downs, Ph.D. are President and Senior Partner, respectively, for Downs & St. Germain Research.

Perceptions of Florida: Waves 1 – 5, VISIT FLORIDA, August 2010 through February 2011. Conducted by Kerr & Downs Research.

As of September 1, 2020.

Internet surveys were conducted in April, May, and June 2020 with 350 potential visitors to the Space Coast.

Atlanta, Tampa, Miami, Orlando, Jacksonville, and West Palm Beach.

“Normal” advertising, that is, advertising designed to motivate consumers to visit.

A 10-point scale was used. Top 2 boxes refer to scores of 9 and 10.

Average score is simply the arithmetic average of all scores on the 10-point scale.

Net Promoter Score is the sum of the 9 and 10 ratings, minus ratings of 6 or lower.

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The Economic Impact Rocket Launch 42

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THE ECONOMIC IMPACT OF A ROCKET LAUNCH FROM AMERICA’S PREMIER MULTI-USER SPACEPORT BY MIKE SLOTKIN, Ph.D.

1.0 Introduction

of a

It’s been 70 years since the first rocket was launched from the sands of Cape Canaveral, and what was true then will still be true tomorrow: as long as there have been rocket launches, there have been rocket launch watchers. Almost two decades after that July day in 1950, the majestic Saturn V rocket, launched to carry Apollo 11’s Armstrong, Aldin, and Collins to their lunar rendezvous, left an indelible imprint on our national memory. Among the iconic images from that era – of ignition, lift-off, descent, and the incredible Earthrise – the photos of the multitudes, standing transfixed along shoreline looking skyward, testify to our love affair with spaceflight. For Brevard County, whose moniker, the “Space Coast,” is proudly displayed and widely utilized, space exploration is our past, present, and widely anticipated future. In this issue of the Space Coast Tourism Journal, we celebrate that heritage by examining rocket launches from a touristic perspective; that is, those non-local visitors amongst the sky-gazing multitudes, and their expenditures on lodging accommodations, restaurant meals, recreational and retail purchases, and other ancillary items associated with their space-related trip. VisitSpaceCoast.com

To explore the spaceflight-tourism nexus, context is vital, for the NASA Kennedy Space Center (NASA KSC) first experienced by Baby Boomers and Gen Xers is a far different place than the spaceport of today’s millennials. Through the Apollo and Space Shuttle eras, NASA KSC functioned as a government-only launch complex, ably manned by a dedicated and professional civil service and complemented by prime contractors. With the retirement of the Shuttle Program and transition to both government and commercial missions, NASA KSC is now a multi-user spaceport embodying a public-private ethos. About 1,800 workers, close to the size of NASA KSC’s Civil Service, are now employed with commercial launch providers at the spaceport. These companies – SpaceX, Blue Origin, Boeing, Northrop-Grumman, ULA, and others – participate in the Launch Services and Commercial Crew Programs. Thus, the seeds that were planted a decade ago with the retirement of the Shuttle Program have fully ripened, with the stage set for the most significant decade for spaceflight since the 1960s. So where does tourism fit within this story? The connection between spaceflight and tourism is evidenced by many factors, from visitation figures at the Kennedy Space Center Visitors Center (KSCVC), one of the region’s premier tourism destinations, to bed tax collections at Space Coast accommodations. Take the latter for consideration. As NASA KSC has matured into the nation’s premier multi-user spaceport, the pace and importance of rocket launches has increased. Concomitant with this resur-

gence in space activity has been the heightened volume of business and leisure travel associated with the spaceport. Between FY2016 and FY2019, bed tax collections in the Titusville area, the city nearest to NASA KSC, increased by about 40 percent. Even more stunning than that, when examining the first four months of FY2020 in relation to FY2019 (pre COVID-19), Titusville-area bed tax collections were up by over a third. The proof, as they say, is in the pudding, and for the tourism pudding, Delaware North, the commercial operator of KSCVC, is a market-shaper. They’re so confident in the space-tourism upside that they’ve invested in a new, 152-room Courtyard by Marriott to be built about 6-7 miles away from NASA KSC on the old Astronaut Hall of Fame site. Given its proximity, and the fact that it will have a roof-side deck and bar, this locale will effectively earn the Johnnie Walker Blue Label for rocket launch viewing. Further room capacity expansion is in the works for Cape Canaveral and northern Brevard County, and while space-related tourism activity isn’t the sole driver, it is definitely part of the mix. Though getting a little ahead of ourselves, it sort of makes you wonder about the expected revenue bonanza when launch operations involve a return to the Moon, the so-called “First Woman, Next Man” mission, and eventually, a landing on Mars. Well, until the outbreak of the coronavirus, both NASA and local tourism officials thought they had the ideal benchmark for

The connection between spaceflight and tourism is evidenced by many factors, from visitation figures at the Kennedy Space Center Visitors Center (KSCVC), one of the region’s premier tourism destinations, to bed tax collections at Space Coast accommodations. 44

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the economic impact of a next-generation rocket launch with the May 2020 lift-off of astronauts from NASA KSC. That mission to the International Space Station, a NASASpaceX venture, ended a nine-year drought for crewed space flight from NASA KSC. Unfortunately, with travel and visitation patterns muted by Covid-19 and its collateral economic damage, a benchmark with more normality was sought after and utilized for this report. In the spring and early summer of 2019, Florida’s Space Office of Tourism (FSCOT) facilitated data collection from observers of the second and third Falcon Heavy missions. Manufactured by SpaceX, the Falcon Heavy rocket is renowned for its payload capacity

and reuseability, and launched to early acclaim on its February 2018 maiden voyage carrying Elon Musk’s Tesla Roadster. The Space Coast Tourism Journal presents these Falcon Heavy missions as an initial baseline of tourism expenditures from the latest rocket launches. These economic impacts will undoubtedly be surpassed as the next-generation lunar and inter-planetary travel actualizes, in an era hopefully and thankfully free from a global pandemic. Along that front we also include excerpts from an interview with Scott Socha, President of Delaware North’s Resorts Division, for a status report on KSCVC as well as their in-construction Courtyard by Marriott adjoining NASA KSC.

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2.0 The Falcon Launches & Study Methodology

About 10 weeks later, in the early morning (2:30am) of June 25, the Falcon Heavy STP-2 mission commenced with a payload At 6:35pm on the evening of April of 24 satellites weighing in excess of 8,000 11, 2019, the SpaceX Falcon Heavyâ&#x20AC;&#x2122;s pounds. Highlighting the reusability of first commercial payload lifted-off from modern rocket technology, the side boosters legendary launch pad 39-A with throngs of spectators huddled in surrounding parks, on this flight were the same ones used on beaches, and causeways. The mission the earlier Arabsat-6A mission. The STP transferred into orbit the Arabsat-6A program is affiliated with the Department communications satellite, a Lockheed Martin of Defense, and the payload aboard STP-2, product, delivering internet and television conducted on behalf of the United States broadcasting capability to European, African, Air Force, delivered research and weather and Asian customers. The Falcon Heavyâ&#x20AC;&#x2122;s satellites into orbit. From an operational immense power facilitated the transport of perspective, the mission was also notea satellite payload weighing in excess of worthy for a sequence of maneuvers 14,000 pounds, and the fact that Falcon Heavy is the most powerful rocket in current conducted while in orbit, benchmarking the capability of the rocket. operation was a major draw for tourists.

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Fall Fall2020 2020 FIGURE FIGURE1. 1. PREVIOUS PREVIOUSTIMES TIMESVISITED VISITED SPACE SPACECOAST COASTFOR FORAAROCKET ROCKETLAUNCH LAUNCH-APRIL APRILCOHORT COHORT 0.0% 0.0% 16.0% 16.0% 32.0% 32.0% 48.0% 48.0% 64.0% 64.0% 80.0% 80.0% 10 17.2% 10oror 17.2% more more 3.8% 3.8% 0.0% 990.0% 0.0% 0.0% 0.0% 0.0% 880.0% 0.0% 0.0% 77 0.0% 1.9% 1.9% 1.6% 66 1.6% 3.8% 3.8% 9.4% 9.4% 55 5.7% 5.7% 4.7% 44 4.7% 3.8% 3.8% 12.5% 12.5% 33 1.9% 1.9% 7.8% 7.8% 22 5.7% 5.7% 10.9% 10.9% 11 5.7% 5.7% 35.9% 1st 35.9% 1st 67.9% 67.9% Time Time Daytrippers Daytrippers Overnighters Overnighters For FSCOT, the nature of these two launches – the commercial andTYPE FIGURE 3. ACCOMMODATION FIGURE 3. first ACCOMMODATION TYPE-APRIL & JUNE 2019 FALCON LAUNCHES APRIL & JUNE 2019 FALCON LAUNCHES Department of Defense payloads – in conjunction with the use of the Falcon Heavy 0.0% 15.0% 45.0% 0.0% suitable 15.0% 30.0% 30.0% 45.0% 60.0% 60.0% rocket made them candidates for 26.4% 26.4% Did DidNot NotPay Pay impact assessment. a tourism-based The 23.2% 23.2% for Lodging for Lodging Falcon Heavy, which had received favorable press in the previous year due to the Campground/ Campground/ 3.8% 3.8% 3.7% 3.7%voyage, was noted for success RV of its maiden RVPark Park its power.Bed In &fact, it trails only the Saturn Bed & 1.9% 1.9% V in terms of its orbital Breakfast Breakfast 3.7% 3.7% capacity. Combined with the ubiquitous coverage of the dummy 5.7% Condo Condo 5.7% payload consisting of a Tesla Roadster with 6.1% 6.1% its “Starman” driver, the 2nd and 3rd iteraShort-term 11.3% Short-term tions of Falcon Heavy11.3% were ripe with signaRental/AirBnB Rental/AirBnB 18.3% 18.3% ture appeal. 50.9% 50.9% Hotel/Motel Hotel/Motel 45.1% Accordingly, under the direction of45.1% FSCOT’s Research Director,June and in collaboration with April April June Facebook, individuals who observed these launches were served with online induce48

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FIGURE FIGURE2. 2. PREVIOUS PREVIOUSTIMES TIMESVISITED VISITED SPACE SPACECOAST COASTFOR FORAAROCKET ROCKETLAUNCH LAUNCH-JUNE JUNECOHORT COHORT 0.0% 0.0% 16.0% 16.0% 32.0% 32.0% 48.0% 48.0% 64.0% 64.0% 80.0% 80.0% 10 10oror 5.6% 5.6% 4.9% more more 4.9% 0.0% 0.0% 99 0.0% 0.0% 0.0% 0.0% 88 1.2% 1.2% 0.0% 0.0% 77 1.2% 1.2% 0.0% 0.0% 66 1.8% 1.8% 5.6% 5.6% 55 1.8% 1.8% 5.6% 5.6% 44 1.8% 1.8% 5.6% 33 5.6% 6.7% 6.7% 9.3% 9.3% 22 3.7% 3.7% 13.0% 13.0% 11 6.1% 6.1% 55.6% 1st 55.6% 1st 70.7% 70.7% Time Time Daytrippers Daytrippers Overnighters Overnighters ments to complete a short questionnaire dealing with visitation type, accommodaFIGURE FIGURE4. 4. ACCOMMODATION ACCOMMODATIONLOCALE LOCALE-tions, party and prior travel APRIL &&expenditures, JUNE LAUNCHES APRIL JUNE2019 2019FALCON FALCON LAUNCHES to the Space Coast. In total, approximately 1,970 surveys were30.0% collected for60.0% the 0.0% 45.0% 0.0% 15.0% 15.0% 30.0% 45.0% 60.0% two launches, and data on party spending 0.0% 0.0% Palm Bay Palm Bay 1.8% profiles, accommodation 1.8% choice, and previous attendance at Space Coast launches 0.0% 0.0% are detailed in the section which follows. Melbourne Melbourne 2.6% 2.6% 2.8% 2.8% 3.0 Previous Cocoa Cocoa Visitation, 2.6% 2.6% Accommodations and Spending

0.0% 0.0% Merritt MerrittIsland Island 3.5% 3.5% Economic impacts are typically associBch/ Satellite Bch/ dollars injected into a atedSatellite with “fresh” 8.3% 8.3% Indian IndianHarbour Harbour geographic region, and 8.8% 8.8%thus the profiling Bch/ Indialantic Bch/ Indialantic presented in this section focuses on the tourist segments – daytrippers 22.2% 22.2% and overTitusville Titusville 14.9% 14.9% night guests – who in an initial screening check indicated that they had watched the 16.7% 16.7% Capa Canaveral Capa Canaveral launch in question. In 14.9% addition, for economic 14.9% Cocoa CocoaBeach Beach

50.0% 50.0% 50.9% 50.9%

FIGURE FIGURE3. 3. ACCOMMODATION ACCOMMODATIONTYPE TYPE-APRIL & JUNE 2019 FALCON LAUNCHES APRIL & JUNE 2019 FALCON LAUNCHES

FIGURE FIGURE4. 4. ACCOMMODATION ACCOMMODATIONLOCALE LOCALE-APRIL & JUNE 2019 FALCON LAUNCHES APRIL & JUNE 2019 FALCON LAUNCHES

0.0% 0.0% 15.0% 15.0% 30.0% 30.0% 45.0% 45.0% 60.0% 60.0% 26.4% Did 26.4% DidNot NotPay Pay 23.2% for Lodging 23.2% for Lodging Campground/ Campground/ 3.8% 3.8% RV 3.7% RVPark Park 3.7% Bed Bed&& 1.9% 1.9% Breakfast 3.7% Breakfast 3.7% 5.7% Condo 5.7% Condo 6.1% 6.1% 11.3% Short-term 11.3% Short-term Rental/AirBnB 18.3% Rental/AirBnB 18.3% 50.9% 50.9% Hotel/Motel Hotel/Motel 45.1% 45.1% April June April June

0.0% 0.0% 15.0% 15.0% 30.0% 30.0% 45.0% 45.0% 60.0% 60.0% 0.0% 0.0% Palm PalmBay Bay 1.8% 1.8% 0.0% Melbourne Melbourne 0.0% 2.6% 2.6% 2.8% 2.8% Cocoa Cocoa 2.6% 2.6% 0.0% 0.0% Merritt MerrittIsland Island 3.5% 3.5% Satellite SatelliteBch/ Bch/ 8.3% 8.3% Indian IndianHarbour Harbour 8.8% 8.8% Bch/ Bch/Indialantic Indialantic 22.2% 22.2% Titusville Titusville 14.9% 14.9% 16.7% 16.7% Capa CapaCanaveral Canaveral 14.9% 14.9% 50.0% 50.0% Cocoa 50.9% CocoaBeach Beach 50.9%

impact purposes, only those tourists who asserted that the launch was the primary purpose for their visit are considered. Accordingly, of the 1,970 surveys collected, approximately 53 primary overnighter and 64 primaryFIGURE daytripper respondents inform the 5. LAUNCH FIGURE 5. FALCON FALCON LAUNCH OVERNIGHTER PARTY EXPENDITURES April launch, while 164 primary overnighter OVERNIGHTER PARTY EXPENDITURES and 54 primary daytripper survey responses $0.00 $400.00 $800.00 $1,200.00 $0.00 $400.00 were derived from the June $800.00 launch. $1,200.00 As can $1,051 be inferred from these figures, local and $1,051 Total Total $1,082 $1,082 seasonal respondents along with non-primary overnighters (i.e., those vacationing $39.72 Other $39.72 Other $26.19 guests who just$26.19 happened to be visiting the area during the$13.58 launch and decided to watch) Local $13.58 Local $11.56 Transporation comprise the vast bulk of survey responses Transporation $11.56 (about 79%). This is oftentimes the norm for $63.98 $63.98 Gas Gas $46.62 open-access recreational events. $46.62 $125.77 $125.77 Retail Figures 1 and 2$131.76 highlight the number of Retail $131.76 previous times that primary daytripper and $178.98 $178.98indicated they Recreation overnighter respondents $166.30 Recreation $166.30 had observed a rocket lift-off, by respec$218.91 tive launch events. Not surprisingly, first$218.91 Restaurants $257.12 Restaurants $257.12 time launch viewers comprised the modal $409.92 responses, with overnighter percentages $409.92 Lodging $442.16 Lodging clearly outpacing daytrippers. $442.16Due to their proximity and drive market status, daytripApril June April Junea greater history with pers typically reveal respect to launch viewing, although it

April April

TrT

June June

should be noted that small percentages of overnighters do indicate a strong commitFIGURE 6. LAUNCH ment to launch viewing > 10OVERlaunches FIGURE 6. FALCON FALCON(i.e., LAUNCH OVERNIGHTER PER PERSON EXPENDITURES NIGHTER PER PERSON EXPENDITURES witnessed). $0.00 $0.00 $100.00 $100.00 $200.00 $200.00 $300.00 $300.00 $400.00 $400.00

Turning our attention to the accommo$345.93 $345.93 Total dations procured by overnight primaries, Total $356.23 $356.23 Figure 3 details the lodging type solicited for $13.07 $13.07 both theOther April and June 2019 Falcon Heavy Other $8.62 $8.62 launches. Approximately 73.6 percent (April) $4.47 Local $4.47 and 76.8Local percent (June) of overnighter $3.81 Transporation $3.81 Transporation parties rented room nights from lodging $21.06 vendors, with around $21.06two-thirds of those Gas Gas $15.35 $15.35 rentals (e.g., 50.9% of 73.6% for April) $41.40 occurring in the hotel/motel segment. In the $41.40 Retail Retail of 25 $43.39 neighborhood percent of overnighters $43.39 did not pay for lodging, $58.92 $58.92 presumably spending Recreation $54.77 Recreation the night with friends or family members. The $54.77 emergent Short-term Rental/AirBnB segment $72.06 $72.06 Restaurants Restaurantsby its $84.67 is evidenced capture $84.67 of about 15.4 percent of the April launch rentals (11.3% of $134.94 $134.94 Lodging 73.6%) and 23.8 percent of the June launch Lodging $145.61 $145.61 rentals (18.3% of 76.8%). April June April June VisitSpaceCoast.com

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FIGURE 5. FALCON LAUNCH OVERNIGHTER PARTY EXPENDITURES $0.005. FALCON $400.00 $800.00 FIGURE LAUNCH$1,200.00 OVERNIGHTER PARTY EXPENDITURES $1,051 Total $0.00 $400.00 $800.00 $1,082 $1,200.00 $1,051 Other $39.72 Total $26.19 $1,082 Local $13.58 $39.72 Other $11.56 Transporation $26.19 $63.98 Local Gas $13.58 $46.62 $11.56 Transporation $125.77 $63.98 Retail Gas $46.62 $131.76 $178.98 $125.77 Recreation Retail $166.30 $131.76 $218.91 $178.98 Restaurants Recreation $257.12 $166.30 $409.92 $218.91 Lodging Restaurants $442.16 $257.12 April Lodging

June $409.92 $442.16

April

June

Figure 4 reveals the locale of procured accommodations, specifically rooms rented under the hotel/motel, short-term rental/ AirBnB, and condo categories. As would be expected for an activity occurring in northern Brevard County, about 89 percent of the April launch bookings and 81 percent of the June launch bookings occurred in Cocoa Beach/Cape Canaveral/Titusville. Even more revelatory are the Titusville figures when compared to non-primary overnighters. While 22.2 percent (April) and 14.9 percent (June) of primary overnighters booking rooms utilized Titusville lodging establishments, internal data estimates suggest that only 5.8 percent (April) and 2.4 percent (June) of non-primary overnighters lodgers stayed in Space City USA. This supports the long-held view of space as a tourism driver for Titusville and the profound increase in bed tax receipts articulated earlier in the report. While certainly a key determinant of overnighter party expenditures, lodging is one of 50

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April

June

FIGURE 6. FALCON LAUNCH OVERNIGHTER PER PERSON EXPENDITURES $100.00 $200.00 $300.00OVER$400.00 FIGURE $0.00 6. FALCON LAUNCH NIGHTER PER PERSON EXPENDITURES $345.93 Total $356.23

$0.00 $100.00 $200.00 $300.00 $400.00

$13.07 Other Total $8.62

$345.93 $356.23

Local $4.47 $13.07 Other $3.81 Transporation $8.62 Local $4.47 Gas $21.06 $3.81 Transporation $15.35 $41.40 Retail Gas $21.06 $43.39 $15.35 $58.92 $41.40 Recreation Retail $54.77 $43.39 $72.06 $58.92 Restaurants Recreation $84.67 $54.77 $134.94 $72.06 Lodging Restaurants $145.61 $84.67 April Lodging

June

$134.94 $145.61

several April categories of spending that typically June comprise the tourist experience and drive its impact. Figure 5 showcases the spectrum of categorical expenditures, revealing strong similarities between the April and June figures. Overall results suggest a party expenditure of between $1,050 and $1,080 per trip, with around 60 to 65 percent of excursion dollars spent on lodging and restaurants. Another 28 to 30 percent of trip payments are expended on recreational and retail purchases, with the balance of spending comprised of transportation, fuel, and other service buys. Figures 6 and 7 provide a holistic view of the overnighter experience by demarcating trip expenditures on a per-person basis as well as per-person, per-day. The average, primary overnighter spent in the neighborhood of $350 (see Figure 6) during his/her Space Coast visit to witness the April or June 2019 Falcon Heavy launches, generating lodging revenues and associated bed tax receipts as well as boosting restaurant, recreational, and retail sales.

% %

55.6% 1st 70.7% Time Daytrippers Overnighters FIGURE 7. FALCON LAUNCH OVERNIGHTER AVERAGE DAILY EXPENDITURES $40.00 $80.00LOCALE $120.00FIGURE 4. $0.00 ACCOMMODATION APRIL & JUNE 2019 FALCON LAUNCHES $90.65 Total $107.14 0.0% 15.0% 30.0% 45.0% 60.0% $3.43 Other 0.0% $2.59 Palm Bay 1.8% Local $1.17 $1.15 Transporation Melbourne 0.0% 2.6% $5.52 Gas $4.62 2.8% Cocoa 2.6% $10.85 Retail 0.0% $13.05 Merritt Island 3.5% $15.44 Recreation Satellite Bch/ $16.47 8.3% Indian Harbour 8.8% $18.88 Bch/ Indialantic Restaurants $25.47 22.2% Titusville $35.36 14.9% Lodging $43.79 16.7% Capa Canaveral April June 14.9%

AprilFIGUREJune 8. FALCON LAUNCH DAYTRIPPER PARTY EXPENDITURES $0.00

$75.00

$150.00

$225.00

$115.67 Total $171.76 FIGURE 6. FALCON LAUNCH OVERNIGHTER PER PERSON EXPENDITURES $6.64 Other $9.20 $0.00 $100.00 $200.00 $300.00 $400.00 Local $2.27 Total $3.98 Transporation

$345.93 $356.23

$15.97 Gas $13.07 Other $22.76 $8.62 $28.28 Local Retail $4.47 $47.67 Transporation $3.81 $15.31 Recreation Gas $21.06 $37.96 $15.35 $47.20 $41.40 Restaurants Retail $50.19 $43.39 $0.00 $58.92 Lodging $0.00 Recreation $54.77

Lodging

$0.00

$75.00

$150.00

$225.00

$115.67 Total $171.76 FIGURE 10. ECONOMIC IMPACT OF $6.64 LAUNCH BY RANGE OF Other FALCON $9.20 CROWD ESTIMATES Local $2.27 3,600,000 $3.98 Transporation 2,700,000 Gas 1,800,000

Retail

900,000â&#x20AC;&#x2122;

Recreation

0.0%

Restaurants

57.3% 57.3%

$15.97 $22.76 $28.28 $47.67 $15.31 $37.96 2.8% 1.2% 75,000

85,000 $47.20 $50.19

28.9% 9.8% 95,000 105,000 115,000 125,000

$0.00 Lodging $0.00 April

June

50.0% 50.9%

Cocoa Beach

April Restaurants

Also see Table 1 for interview. FIGURE 8. FALCON LAUNCH DAYTRIPPER PARTY EXPENDITURES

$72.06 June $84.67 $134.94 $145.61

FIGURE 9. FALCON LAUNCH DAYTRIPPER PER PERSON EXPENDITURES $0.00

$25.00

$39.80

Total Other Local Transporation Gas Retail Recreation Restaurants

$50.00

$75.00 $59.08

$2.28 $3.17 $.078 $1.37 $5.49 $7.83 $9.73 $16.39 $5.27 $13.06 $16.24 $17.26

$0.00 Lodging $0.00 April

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9% FIGURE 9. FALCON LAUNCH DAYTRIPPER PER PERSON EXPENDITURES $0.00

$25.00

$39.80

Total

Other

Local Transporation Gas Retail Recreation Restaurants

$50.00

$75.00 $59.08

$2.28 $3.17 $.078 $1.37 $5.49 $7.83 $9.73 $16.39 $5.27 $13.06 $16.24 $17.26

$0.00 Lodging $0.00 April

June

By factoring in average length of stays, trip expenditures per person can be further defined to any average daily expenditure or burn (see Figure 7). Primary overnighters observing the April launch expended about $91 per day during their visit, while June launch overnighters burned about $107 per day. The difference can be attributable to longer stays for the April overnighters, where economizing on spending occurs as trips lengthen, as well as a slightly larger segment in the April cohort that did not pay for lodging. And in fact, if this segment stayed with friends or family, it is likely that some food expenses were also mitigated. The remaining tourist population driving economic impact involves primary daytrippers, who venture into and back out of Brevard County to watch a launch without remaining overnight. Figures 8 and 9 provide a snapshot of daytripper spending, both at the party level as well as per person. Please note that daytripper 52

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spending per person, since it corresponds to a solo day, is also an average daily burn. The average, primary daytripper party spent about $116 and $172 (see Figure 8), respectively, during the April and June 2019 launches. Factoring in party size, the typical primary daytripper expended around $40 (April) and $59 (June), respectively (see Figure 9). This differential can be explained by the fact that the June 25, 2019 launch occurred at 2:30am, and thus, daytrippers observing that mission likely had a longer evening to spend in Brevard County prior to launch than those daytrippers who attended the 6:35pm mission on April 11, 2019. The timing of the June launch also altered the typical distribution of the population sample, as locals and seasonals in their usual numbers appear to have skipped the viewing due to the lateness of the hour. The spending profile of tourist parties constitutes one vital prerequisite for economic impact analysis, but its companion, the estimated number of parties or crowd size, is equally important and oftentimes inflated. Before this report turns its attention to the audience and its magnitude, the Space Coast Tourism Journal had an opportunity to interview Scott Socha, President of Delaware North Resorts Division, for a current status report on KSCVC in the age of Covid-19 as well as a new hotel property in progress on the Space Coast. We turn to that interview next.

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SCOTT SOCHA - PRESIDENT DELAWARE NORTH RESORTS DIVISION

In January 2020, Scott Socha (SS) was named group leader for Delaware North’s parks & resorts and travel divisions. Delaware North is a global leader in the hospitality and entertainment sector and operates Kennedy Space Center Visitor Complex (KSCVC) for NASA. In his leadership role, Mr. Socha is also responsible for the development of a new Courtyard by Marriott hotel to be located near Kennedy Space Center (KSC). Interviewer: Michael Slotkin, Space Coast Tourism Journal and Florida Tech (MS) 56

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(Mike Slotkin -MS) Hi Scott! Thanks for speaking with us today. As someone with a leading position in the hospitality and entertainment sectors, spring 2020 must have been a surreal experience. Can you tell us what it was like for you and your staff and how you’re holding up? (SS) It has been an extremely difficult time for the worldwide travel and hospitality sector with COVID-19 significantly limiting travel of almost all kinds. Orlando and the Space Coast certainly

have been a part of that. Delaware North owns and operates destination lodging and restaurants, regional casinos and TD Garden in Boston, as well as restaurants and concessions in airports and sports stadiums across the United States, Australia and the United Kingdom – so it’s been especially challenging for the company. We’ve been able to reopen some of our locations in Florida, including Kennedy Space Center Visitor Complex and Morimoto Asia and a few other restaurants in Disney Springs.

(MS) Well KSCVC is back … open for business in time for the first crewed launch from KSC in about 9 years. How’s it going so far and what new protocols do you have in place? (SS) In collaboration with NASA and state and local government officials, we reopened Kennedy Space Center Visitor Complex in late May with reduced admission price, attendance limits and a limited number of attractions open. We encouraged advance daily admission purchases and required face coverings and temperature screenings for employees and guests. We accommodated social distancing in queues, restaurants, and other facilities throughout the visitor complex and implemented increased frequency of sanitization and disinfection. This was part of a “Safe Space” program aligned to U.S. Centers for Disease Control and Prevention guidelines, all aimed at helping ensure the health and safety of our guests and employees. On July 6 we launched the “Explore More” package at our normal admission price but with a complimentary ticket for 2021. It entails an expanded number of open attractions, including pre-shows for Space Shuttle Atlantis® and Heroes & Legends featuring the U.S. Astronaut Hall of Fame.

(MS) Long after this pandemic is over with, either by vaccine or running its course, do you envision some of the changes necessity forced you to implement actually becoming a permanent feature of KSCVC, either in planning or operations? If so, what are they? (SS) Since the pandemic began, Delaware North’s approach for our various hospitality sectors has been to leverage our own subject-matter experts and also the knowledge of our various partners, including the National Restaurant Association, the FreedomPay commerce platform, and a number of global brands – all to ensure we are implementing best practices and preparing for the new normal in hospitality, food service and destination operations. For example, with the support of PepsiCo Foodservice Insights, we commissioned a team of scientists and mathematicians to determine best practices for fans to return to sports and entertainment venues. We’re also launching checkout-free convenience stores at some of our locations that use advanced frictionless technologies. Ahead of that we are looking at more-flexible designs for new retail, lodging and food & beverage outlets and facilities. So we will continue to look at how we can operate

Kennedy Space Center Visitor Complex to provide the best possible guest experience that is also protective of health and safety. (MS) So let’s turn to the future. The next ten years look to be the most significant decade for spaceflight since the 1960s, which means it’s probably going to be a game-changer for KSCVC. What’s in store for you in terms of programming, capital acquisitions, etc.? How do you see the decade playing out? (SS) For the visitor complex, we work with NASA to create multiyear strategic plans that look ahead at what new attractions, interactive exhibits and historic artifacts we can add to continue to tell the NASA story. We are always trying to highlight current and future space programs, and in recent years we’ve begun showcasing NASA’s private space company partners and their initiatives. It’s really become a must-see destination for visitors to Orlando and the region. On the heels of opening Heroes & Legends a few years ago and the new Astronaut Training Experience in 2018, we’re in the construction phase of several new attractions at the visitor complex to open in the next few years. VisitSpaceCoast.com

(MS) The hard but unfortunate reality is that Titusville, and Brevard County overall, were having wonderful years in terms of bed tax collections prior to Covid-19. And KSCVC was and is a key destination for us. Any thoughts on when KSCVC will hit its pre-COVID-19 peak? (SS) There are just too many factors to determine that, but it’s going to take some time given that a large portion of visitors are international. When international travel can restart, that will be a big boost. We’re encouraged that people returned to the visitor complex in May for the limited reopening and are hopeful the expanded number of open attractions and return of travel to Orlando will continue to

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increase our attendance through the summer and fall. (MS) Great. I’d like to transition now and discuss another part of your portfolio that’s directly relevant to Brevard County … hotel development. With all the noise of the past few months it’s easy to forget that there’s a really cool project underway adjacent to KSCVC. Let’s pretend we’re way back at the beginning. Tell us about the proposed Courtyard-Marriott and why you think it’s a winner. (SS) Delaware North began thinking about a hotel project near Kennedy Space Center a number of years ago as we embarked on a new strategy to build a portfolio of owned lodging properties rather than just

operating lodging in national and state parks. The visitor complex’s increasing attendance in the years after Space Shuttle Atlantis opened and the more-recent rocket launches being driven by NASA partners such as Space X and Boeing have helped create increased hotel demand in the market. Another factor is the private space companies – Space X, Lockheed Martin and Blue Origin – locating offices and technology facilities in the area. The hotel will be just 6.4 miles from Kennedy Space Center Visitor Complex, making it the closest to the popular attraction and to Kennedy Space Center’s launch complexes. (MS) What’s the expected price-point for your menu of rooms? (SS) We really think the

increased interest and activity in the space program makes this the ideal time to open a new, family-friendly hotel near Kennedy Space Center and the visitor complex. We looked at a number of hotel options and are proud to partner with Marriott to provide Space Coast visitors a level of convenience and comfort that will allow them to prolong their stay at the visitor complex and experience the once-in-a-lifetime opportunity to have a front-row seat to a rocket launch. The Courtyard by Marriott really is the right fit, and we envision price points that will be a great value for families on vacation or just visiting and business travelers alike. (MS) And where are we now in terms of its completion.

Will it be open for business in 2020? (SS) We had been targeting opening the hotel by year’s end, but with the current business conditions we’ve paused construction and will continue to reassess the timing for resuming work. We’re certainly hopeful it can open sometime in 2022. (MS) Do you envision combo-pricing packages hotel and KSCVC? (SS) We’ll be very careful to separate our operation and marketing of the visitor complex from what we will do to operate and market the hotel. We will certainly promote the visitor complex ticket packages to hotel guests that are available to the public.

(MS) Finally, I have to ask about the roof-side deck and bar. What will the amenities be like and is it open to the public or just guests? (SS) The five-floor hotel will have 152 rooms, including 14 extended and one-bedroom guest suites, and a large outdoor pool. The rooftop deck will feature a bar for an elevated evening experience and for viewing launches. It will be open to guests and sometimes to the public. The hotel’s Bistro will serve full breakfast and dinner menus and feature Starbucks products. The property will also have 800 square feet of meeting space for conferences and special events. It’s going to be a great addition to the Titusville area! Scott, thanks again for your time, and be safe! n

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5.0 The Crowd and its Apportionment In previous issues, the Space Coast Tourism Journal has reported on the economic impact of registration or ticketed-based attractions such as the Cocoa Beach Half-Marathon, the Melbourne Air & Space Show, and the Space Coast Birding & Wildlife Festival. With these types of events, two points of clarity are provided to the investigator. First, a firm count on the number of participating patrons is generally known. Second, the distribution of locals and non-locals, males and females, participant age, and other demographic identifiers is typically available. This affords the researcher the ability to corroborate the population sample surveyed to known demographic and visitor-type metrics. By way of contrast, with open-access, non-ticketed/registration based events – Surfing Santas, Thunder on Cocoa Beach, NASA KSC rocket launches – the survey population sample establishes the distribution of primary and non-primary overnighters, daytrippers, and locals/seasonals, the actual tourism segments which drive economic impact analyses. Additionally, the crowd size is typically estimated by event organizers, and prone to hyperbole. It is possible to make good faith estimates of crowd size, and in fact, with some open-access events emergent technologies have made the effort much more tractable. For example, both Surfing Santas and Thunder on Cocoa Beach are beachfront related attractions occurring in defined areas of Cocoa Beach. Aerial views made more accessible by drone shots can micro target beach regions which can then be mocked upward for a proxy count. Digital counts can also be obtained for cellular devices in similarly defined areas. While not perfect, the ability to corroborate a benchmark count is seemingly more accessible. 60

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With rocket launches, however, the horizontal sphere of influence is so large that viewing can straddle several counties. Estimates of crowds in the hundreds of thousands are routine but can easily include people outside the bounds of Brevard County. It is important to understand that with economic impact analysis the frame of reference is essential. For FSCOT, the frame of reference is Brevard County, and so all primary visitors from outside Brevard County constitute the source of “fresh” dollars. On the other hand, from NASA KSC’s perspective, the frame of reference is the state of Florida, and thus it is non-Floridians venturing into the Sunshine State to see the launch that drive economic impact. While premier vistas – causeways, beachfronts, parks, NASA KSC designated areas – exist and are commonly known, the sheer volume of plausible locales makes any estimate problematic. To illustrate this point, crowd size estimates ranging upwards from 50,000 to as high as more than a half a million have been bandied about through the years, depending on the notoriety of the particular launch. But when attempting to sleuth out the how, when, and where of a particular estimate’s formulation, the result is usually not well-defined. Notwithstanding this uncertainty, it is important to note that survey responses can be used to at minimum rule-out implausible crowd size counts, and by doing so, significantly narrow the estimate range. Take, for example, the Arabsat-6A mission on April 11, 2019. The NASA KSC Public Affairs Office offers a non-official crowd size estimate of 100,000. Other known data points include the following: 1) there are about 4,500 hotel rooms in northern Brevard County, and; 2) on the night of April 11, 2019, the occupancy rate was 81.2 percent. This yields a total procurement of about 3,650 rooms. Suppose, for argument’s sake, that an estimated crowd size of 100,000 was forwarded. With an average party size

of 2.94 (i.e., the actual weighted sample population average), that estimate implies approximately 34,037 parties observed the launch. And given that the survey sample reveals primary overnighter and daytripper segments of 4.6 and 6.5 percent, respectively, that crowd size estimate also implies 1,566 primary overnighter parties as well as 2,212 primary daytripper parties. These parties, multiplied by their average expenditures as detailed in Figures 5 & 8, are the spending inputs which drive economic impact analysis. But these party estimates also tell us a little more, for if we know what percent of primary overnighter parties (and non-primary overnighters) actually rent hotel rooms (see Figure 3), and additionally, what percent of those rooms are booked in northern Brevard County (see Figure 4), then we can discern what the absorption rate is by primary and non-primary overnighters of the 3,650 rooms that were occupied. With a crowd size of 100,000, about 708 northern Brevard hotel rooms would have been rented for the night of the launch by primary overnighters, and another 1,235 would have been procured by non-primary overnighters. The residual, about 46.8 percent of the occupied rooms, would have been booked by parties unaffiliated with the launch (i.e., they did not watch). Given the population sample results, a crowd size in excess of 188,000 would entail an occupancy demand in northern Brevard beyond reported measures. But even that benchmark is implausible, for it implies zero percent as non-affiliates. If the latest Super Bowl is an indicator, where viewership was about 100 million (out of 330 million Americans), it is hard to rationalize that every party staying in a northern Brevard hotel on the night of April 11, 2019 necessarily saw the launch, either as a primary or non-primary tourist. One must also keep in mind that this launch had already been postponed three times.

Accordingly, in the economic impact section which follows, we provide both a specific crowd size estimate as well as a range of magnitudes and their associated impacts. The crowd size estimates imply an unaffiliated occupancy ranging from a low of one-third to a high of two-thirds of the actual rooms procured in northern Brevard. It should be noted, however, that economic impact analysis has linear properties, so if an individual reader believes he/she has a more informed basis for a specific count, actual economic impacts for that count can be ascertained by adjustment using the appropriate percentage change.

6.0 Economic Impact of the April 11, 2019 Falcon Heavy Launch The economic impact of the Arabsat-6A Falcon Heavy Launch is an estimate of the flows of spending associated with the event and their identified changes in sales, income, and employment within Brevard County. Impacts are estimated via input-output modeling, where an input-output model describes the flows of economic activity between production sectors, capturing what industries must purchase from one another in order to produce goods and services. An input-output model for the economy of Brevard County was constructed using IMPLANTM (www.implan.com), an integrated software and data package used by more than 1,300 academic institutions, federal and state government agencies, and private consulting firms. Expenditures associated with Falcon Heavy tourist spending were then applied to IMPLANTMâ&#x20AC;&#x2122;s social accounting model which factors in commuting, tax, and saving behavior by households in establishing multiplier effects. Due to forward and backward linkages within an economy, a multiplier process unfolds whereby an initial round of spending (the direct effect) generates secondary effects (both indirect and induced). VisitSpaceCoast.com

Indirect effects are changes in production that occur along the supply-chain; for example, an increase in restaurant meal purchases triggers production responses from food and beverage vendors that supply eating and drinking establishments. In contrast, induced effects represent changes in economic activity resulting from income changes, or in other words, workers supported by tourist related purchases expend their earnings on an array of consumer goods and services, much of which occurs locally. Leakages out of the local economy occur in the form of taxes, savings, profits to out-of-area residents, and payments for goods and services from outside the study region (i.e., imports). These leakages are the foundational reason why the multiplier process, rather than working in perpetuity, exhausts itself and terminates. Economic impacts are stated in terms of sales, income, and employment. Income or value-added describes the payments made by industry to wages, interest, profits, and indirect business taxes. It is analogous to the gross domestic product estimates frequently cited in business/macroeconomic reports. For our baseline estimate based on a crowd size of 95,000, approximately 2,102 daytripper and 1,487 overnighter parties visited the visited the Space Coast for the primary purpose of observing the Falcon Heavy launch. Their party spending, detailed in Figures 5 and 8 and aggregated in total, inform the IMPLANTM model. No other spending is included in this anal-

ysis other than the purchasing behavior of these primary tourists. As such, it does not include spending by NASA KSC in supporting and promoting the launch. Table 1 provides a synopsis the 2019 Falcon Heavy economic impacts. All told, the tourism expenditure flows associated with the launch generated a total output (sales) effect of about $2.42 million, and a total income effect (i.e., value-added) of about $1.30 million. Because some sales are actually inputs in the production of other final goods, income created is always a subset of the sales impact. Income includes both labor and non-labor compensation (i.e., dividends, interest, and rents); for convenience, the subset of total income generated that would accrue solely to labor is also provided (i.e., $0.85 million). Finally, the level of tourism sales activity produced by the launch would support 30 full and part-time jobs. Earlier in this section a discussion of the multiplier process was provided which explained what the indirect and induced effects were and how they led to a final total effect that was a factor greater than the initial change in expenditure (i.e., the direct effect). The last column in Table 1 presents the employment, income, and sales multipliers for this study, which are based on the composition of spending by industrial category. Focusing on sales, in aggregate each dollar of tourism expenditure precipitated by the launch generated an additional 59 cents of sales. IMPLANTM also affords the ability to detail impacts by industry so that it is possible to

TABLE 1: THE ECONOMICS IMPACT OF A FALCON HEAVY LAUNCH Direct Effect

Induced Effect

Total Effect

The Multiplier

Employment

22.6

3.5

3.9

3.0

1.33

Labor Income

$566,352

$134,974

$148,886

$850,212

1.50

Value Added

$801,422

$227,650

$267,887

$1,296,959

1.62

$469,896

$2,419,411

1.59

Output

Indirect Effect

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$1,522,789

$426,726

FIGURE 10. ECONOMIC IMPACT OF FALCON LAUNCH BY RANGE OF CROWD ESTIMATES 3,600,000 2,700,000 1,800,000

2,165,530

2,419,410

2,674,730

85000

95000

105000

2,930,050

3,183,940

115000

125000

1,910,070

900,000 0.0%

75000

ascertain the total sales effect of launch visitors on overnight lodging. About $614,850 is the aggregated output effect, which when combined with an assumed daily room rate of $122.60, implies an equivalency of about 5,015 room nights rented throughout Brevard County. It likewise entails a bed tax collection of about $30,745 (i.e., $614,850 x 0.05).

astronauts aboard a commercially developed space vehicle. That the launch would occur during a global pandemic could not have been foreseen when the mission was originally scheduled years before, and yet somehow in the launch itself a feeling of perseverance was conveyed, of life moving onwards and upwards.

Finally, and in the spirit of what was discussed in the previous section, economic impacts for a range of plausible crowd sizes are presented in Figure 10, offering a sensitivity analysis of sorts to those readers whose backgrounds or contacts better inform their perception of the magnitude of launch watchers. From lowest to highest, these levels correspond to an assumed level of non-affiliates ranging from a high of two-thirds of the occupied rooms (i.e., a crowd size of 65,000) in northern Brevard to a low of one-third of those rooms (i.e., a crowd size of 125,000). By simply taking note of the percentage increase or decrease, the interested reader can discern the eco– nomic impact for any alternative crowd size.

In dealing with the coronavirus NASA had been especially vigilant, keeping Behnken and Hurley in an extended quarantine prior to launch and encouraging space fans to watch the launch remotely. Nevertheless, local tourism officials were cautiously optimistic on receiving some of the better occupancy news they had seen in two months, providing a much needed boost in morale for the hard-hit leisure and hospitality industry.

7.0 Final Perspectives On the afternoon of May 30, 2020, Bob Behnken and Doug Hurley, the first astronauts to launch from NASA KSC since the Space Shuttle’s retirement flight in July 2011, embarked on a SpaceX Crew Dragon for the International Space Station. As part of NASA’s Commercial Crew Program, the mission was further noteworthy for the fact that it represented the first voyage of NASA

They were not disappointed. Hotel/motel data compiled by STR for the week ending May 30 revealed year over year increases in occupancy for both the Cocoa Beach-Titusville area as well as Melbourne-Palm Bay, two anchors of the Space Coast market. These were 2 of only 3 increases recorded for the entire U.S. hotel industry. But this really should not be surprising, for what Behnken and Hurley remind us of is the enduring romance Americans have with spaceflight, their space program, and the next unforgettable journey. While this mission was a first, the decade to come will be filled with firsts on the launching pads of NASA KSC, with millions gazing skywards towards the Moon and then Mars. For the Space Coast Tourism Journal, we’ll see you there on the Cape. n VisitSpaceCoast.com

Brevard Beaches: A special, safe sanctuary 64

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BREVARD’S BEACHES: A SPECIAL, SAFE SANCTUARY BY HEIDI HATFIELD EDWARDS, Ph.D.

Author’s note: It may be fate that this issue of the Space Coast Tourism Journal features a story about Brevard’s beaches. Planned before the pandemic, the article was envisioned as a celebration of the county’s 72 miles of coastline—the one constant in the tourism mix. In an instant everything about daily life, commerce and travel changed. Restaurants, hotels and other businesses closed in the wake of the coronavirus outbreak. Tourism ceased. Yet, as people sheltered in place, beaches were open with limited access and drew people from their homes. Not the typical seasonal crowd but a testament to the resiliency of the people, the county, and the businesses – and the inescapable draw of the water. They could put their toes in the sand, soak up the warmth of the sun, take deep cleansing breaths, and feel the healing power of the ocean as it washed away stress and anxiety. The beaches are seen by many as a safe destination – outdoors in open air with miles in which to distance from other beachgoers. Brevard’s beaches remain a refuge and will continue to be the beacon that draws visitors from around the world. VisitSpaceCoast.com

The sights, sounds, smells, tastes and feel of the beach inspire song lyrics, spark memories, and generate a range of feelings from peace to anticipation and excitement. Here on vacation, business, to see a launch, participate in an event or just visit family or friends, more than half of Brevard’s visitors state their primary purpose is beach related. But even if visiting one of the beautiful beaches along the Space Coast isn’t their main objective, almost all of them make a point to put their feet in the sand or catch some waves during their stay, making beach activities a clear winner in visitor attraction and satisfaction.

buffs into a peaceful, secluded sanctuary. The numbers of visitors have steadily increased in the last ten years, with 1.88 million recreation visitors in 2019 – the most recorded since the area became a national park in 1975.

Let’s take a closer look at the Space Coast beaches and see why they are a draw to so many.

Shore fishing is a popular pastime at Canaveral National Seashore. The sandy bottom and trough just past the shore break and before the first sandbar make a great place for fish to feed. Anglers frequently catch bluefish, pompano and whiting among other seasonal catches like snook. Be there

At the northern tip of Brevard County, Canaveral National Seashore invites adventurers, anglers, nature lovers and history

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The adventure begins with a scenic drive along the Merritt Island Wildlife Refuge. Lush vegetation and sparse development make the northern beaches ideal for bird watching and observing the native wildlife. Watch for the bald eagles that make their home in the tallest trees as you drive along the winding road to the beach.

for high tide for the best chance to bring home a good catch for supper. For history buffs the Turtle Mound and Seminole Rest archaeological sites offer a glimpse into prehistoric life. The Timucuan people lived in the area for 2,000 years before Spanish settlers decimated their numbers. Park visitors can also visit two rehabilitated 19th century homes near Mosquito Lagoon that were part of the abandoned town Eldora. For 21st century space enthusiasts, Playalinda Beach at Canaveral National Seashore is one of the best places to watch launches from Kennedy Space Center. Get there early on launch days for a front row view of the impressive rockets as they break free of the earth and hurtle to their mission in space. Student groups also come to the park

to experience environmental and cultural programs. Guided experiential programs lead students through hands-on activities. Learn about the first Florida natives at the Turtle Mound archaeological site. Investigate marine animal life in the Mosquito Lagoon, and explore the barrier island ecosystem with a simulation demonstrating the challenges for sea turtles at Playalinda Beach. Ongoing programs like guided canoe trips, and seasonal activities make the north Brevard coastline worthy of return visits throughout the year. In the winter, the night sky programs are breathtaking under the dome of stars unmarred by light pollution. Turtle watch experiences during summer nesting season are awe-inspiring. Just a little further south are popular tourist destinations Jetty Park, Cape Canaveral and Cocoa Beach.

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With plenty of parking and wide beaches with flat, shallow swimming areas Jetty Park is a great place for families and is by far the best location to watch the activity at Port Canaveral as cruise ships, submarines, and other water craft come and go. Amenities such as beach rentals and refreshment are close by and the campground is open for tents and RVs. Camp at Jetty Park Campgrounds for a truly unique experience. Wake up, roll out of your bunk and behold a kaleidoscope of colors at dawn. Most beaches in Cape Canaveral and Cocoa Beach have access points with wooden crossovers to easily get on and off the beach – perfect to watch a launch, drop your family off or check the waves. Schedule your stay when a rocket launches and you’ll have one of the best seats for the full launch experience. See the contrail of steam and the flames as the rocket clears the tree line. Hear the low rumble as it intensifies with the rising rocket. Feel the air move as the waves of sound surge across the water moments after takeoff. The return of manned space flight promises an influx of tourists from around the world who help support the small city’s recent growth in eating and drinking establishments. “Space 2.0 has put us back on the map,” declares Cocoa Beach Mayor Ben Malik. The wide expanse of hard sand in the Cocoa Beach area draws visitors and enables a range of activities, like volleyball, surfing, marathons and other competitions, festivals and a variety of other events throughout the year, Malik explains. Grab dinner or a drink at one of the Cocoa Beach Pier restaurants, listen to live music, and watch the surfers while you count down

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with others gathered to witness a liftoff from Kennedy Space Center. Play beach volleyball on the courts located beside the pier or schedule surfing lessons with the Cocoa Beach Surf School. So much to do! It’s no wonder visitors return year after year! “The beach is always just a special, safe sanctuary,” evokes Mayor Malik. Tourists may come to Central Florida for other attractions, he concedes, but “people want to come to the beach, too. You can have Mickey and all the craziness of I-Drive. And you can come to our beach and you can be by yourself, and that is the beauty of it. Just the natural beauty of that coastline – it’s an instant calming effect. It’s my happy place.” South of Cocoa Beach, you’ll find popular surfing spots near Patrick Air Force Base and Satellite Beach. Don’t be surprised to hear the thump, thump, thump of helicopter rotors as the huge machines fly up the coastline, or see a range of military aircraft from cargo planes to fighter jets take off and land. An artificial reef recently constructed off the coast of Satellite Beach and Indian Harbour Beach is protecting ongoing beach nourishment projects. The reef creates a more stable habitat for sea life and makes that area popular for local fishermen. All along Highway A1A, city and county parks welcome visitors with a range of amenities. Parking areas provide easy access through the dunes to the beaches. Many have restrooms and outdoor showers to rinse the salt and sand. Spread your lunch at a picnic table or reserve a pavilion for a party. If your pooch is a fan of the sand and surf you’ll want to visit Canova Beach Park, Brevard’s dog-friendly beach.

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Patrick Air Force Base Satelitte Beach Canova Beach

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Sebastian Inlet

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A little further down at Paradise Beach Park, teams can compete at the beach volleyball courts just west of the dunes and kids can take a break from the beach at the playground. Scents from the food truck might get your stomach rumbling. And if you need beach chairs or umbrellas, the truck is a one-stop shop for beach setup. As you set up your beachside base, take note of nearby holes in the sand about the size of a quarter or half-dollar. You may see a curious ghost crab pop up to check out his new neighbors or scurry across the sand to an alternate entrance to his underground habitat. These harmless creatures are amusing to watch as they shift positions seeking an ever better viewing vantage.

see one set of tracks take care – you might get a glimpse of the turtle as she finishes laying her eggs. It’s also not unusual to see hatchling tracks! Brevard County is a natural draw for ecotourists, especially those interested in the sea turtles. “The sea turtles provide a unique dimension to Brevard County’s beaches,” says Vince Lamb, longtime Brevard County resident. Lamb is an advocate for Brevard’s natural resources and is active on several boards, including the Friends of the Carr Refuge, an advocacy group associated with the Archie Carr National Wildlife Refuge.

Keep moving south to Indialantic where the boardwalk gives the casual visitor a chance to look at the ocean without venturing on the sand. Arrive before dawn to watch the dark sky turn pink and orange with the rising sun promising a beautiful day. Step off the boardwalk to set up beach chairs or walk along the shore greeting early Located at the south end of the county, morning anglers with their poles set in the sand and buckets ready for the catch of the the Carr Refuge spans more than 20 miles – thirteen in Brevard and seven in Indian day. River County. The refuge is an exceptional expanse on Florida’s east coast where highThe sparkling Atlantic gets more bluerise condos, residential communities and green as you travel south to Melbourne Beach and the tropical feel more vivid. Here other development typify oceanside regions. the soft sand and more pronounced dunes “From a worldwide perspective the are a distinct difference from the beaches beaches of the Archie Carr Refuge are the just to the north. The sweet, salty, tropical most important beaches in the world for the smell of sunscreen triggers memories of nesting of loggerhead sea turtles,” explains long-ago summers and tanning lotions – a Lamb, adding that Brevard is the most scent that gives the mind permission to important nesting area in North America relax and feel the worries of the day evapfor endangered green sea turtles. The rare orate with the fine mist generated by the leatherbacks – the largest sea turtles – also breaking waves. nest on Brevard’s beaches. Morning is the best time to see tracks in More than 50% of the turtle nesting in the sand from the wildlife like birds, crabs Brevard County occurs from Melbourne and turtles. During turtle nesting season it Beach to Sebastian inlet, perhaps because isn’t unusual to see evidence of where the remarkable creatures crawled up to lay eggs the southern beaches are not as wide as and then returned to the ocean. If you only the beaches to the north. The Carr Refuge 70

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estimates the turtles lay between 15,000 to 30,000 nests on its beaches each year. “It’s a pretty special experience to watch a nesting sea turtle drop her eggs in the sand,” says Lamb reverently as he describes the beauty of watching a turtle return to sea at daybreak. Friends of the Carr Refuge is one of three groups that host turtle walks in the refuge during prime nesting season. The group manages a delicate balance between sharing the experience with the public and protecting the turtles. The turtle walks occur at night when turtles are actively nesting, but for those who want the experience in the daytime, the turtle digs offer an opportunity to see the hatched nests. Nearby and further south, Sebastian Inlet State Park is the southernmost of Brevard’s beaches. A world-renowned surfing mecca, Sebastian Inlet is the place to be to see surfing champions and challengers at their best. The famed First Peak at the inlet is often described as the epicenter of Florida surfing – for good reason. For decades the magnificent waves it produced enticed the best professional and amateur surfers from

the East Coast to Sebastian’s shore. The mix of surfing superstars and aspiring champions are drawn by the waves and by events like the week-long 2020 Florida Pro Surf competition which included a World Surf League qualifying series event for men and women. Local surfing legends Kelly Slater, CJ and Damian Hobgood, and Caroline Marks are among the many great surfers to hone their skills at Sebastian Inlet. Sebastian Inlet may be best known as a surfing hot spot, but outdoors enthusiasts can find a multitude of other activities to enjoy. The park’s website lists 23 activities alphabetically from bicycling to wildlife viewing, with experiences ranging from the primitive (primitive camping, that is, compared to the full facility camping options) to the pampered (or at least catered, as in meetings, retreats, and weddings). Fishing is also a popular pastime for Sebastian Inlet visitors who have many angling options along the beach, river and inlet. A boat launch is also available. Visitors who want to venture out on the water can bring their canoes, kayaks, and paddleboards, or rent from Bayside Marina. VisitSpaceCoast.com

This brief tour down the coast touches on only a fraction of the amazing experiences waiting for you on Brevard’s beaches. The range of activities available from the north end of Brevard to the south make the county’s beaches a beacon for locals and visitors alike. Even in the midst of a pandemic, Brevard’s 72 miles of coastline remain a sanctuary to find hope and healing amid uncertainty. “The beach is still a free thing to do,” affirms Mayor Malik. “It’s something a family can do and remain healthy and remain active and enjoy. And that’s the draw, one of the reasons why we live by the coast.” Brevard County is committed to maintaining healthy beaches. Credit for the healthy habitats and hospitable hangouts along Brevard’s 72-mile stretch of coastline is due largely to the county’s long-term commitment to preserving the beauty of the beaches. Mike McGarry, Brevard County’s Natural Resource Management Department Beach Nourishment Coordinator says maintaining the beaches means constant vigilance, strategic planning, and consistent funding. Money to maintain the beaches comes from a variety of sources. While the Tourist Tax Collection revenue also known as the ‘bed tax’ contributes to the total, the funding comes from federal, state and county coffers. Some nourishment projects along the beach have been contentious with concerns ranging from the amount of money spent to the impact on turtle nesting habitats. McGarry says the focus of the long-term project is to protect the beach habitat and make the coastline welcoming for visitors. “We are very fortunate here in Brevard County that we have a great partnership with the Army Corp of Engineers. By developing a 50 Year Plan and signing the agreement with them, we are able to tap Federal dollars that have amounted to a 9:1 ratio when it comes to 72

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beach re-nourishment. This not only benefits visitors, but residents as well and is why we have such beautiful beaches here on the Space Coast,” said Peter Cranis, Executive Director of the Space Coast Office of Tourism. Data from photos and ongoing turtle research suggest the nourishment program has been successful. After two decades the benefits are visible when comparing photos taken before the sand replenishment projects started and those taken today. Pictures of houses in Cocoa Beach in 1999 show houses close to the water with few or no dunes. After years of nourishment, the beach now stretches much further to the water line, leaving a wide stretch of sand for beachgoers. Methods for beach nourishment are carefully considered for impact to the native habitat, effect on visitors and residents, and costs. Some maintenance on Brevard’s beaches are dredge projects with sand pumped in from the ocean onto the shoreline. But about 22 miles of beaches in the mid-region and south of Patrick AFB are maintained by trucks to minimize impact to rocks. The rocks are important to the marine habitat, so the scaled-back truck haul nourishment protects the beach while minimizing rock burial that would occur with the high-impact dredging. Sand comes from sand mines, shoals and offshore. The dredge projects are more expensive, but last longer. To sustain the continuous upkeep McGarry plans for nourishment projects in the north and south reach areas of Brevard every five or six years. In the mid-reach areas, which are maintained using the trucks, the projects renew every three years. “We’ve made [the beach] narrow to avoid rock impact, which means you have to maintain it more frequently,” explains McGarry. Those timelines can change when major storms affect the East Coast. The good news, according to McGarry, is that the effects of major weather events are less dramatic in

nourished areas compared to counterparts in other parts of Florida’s coast where maintenance has not been as consistent. For example, in some areas, sea walls keep the water from encroaching on beachfront businesses, residences and roads, but leave little or no beach area for public enjoyment and wildlife habitat. Beach nourishment projects make sea walls unnecessary. McGarry points to the positive changes to Cocoa Beach after nourishment projects helped maintain recreational areas near the pier. He stresses that a long-term commitment to the beaches is critical to protect the beach habitat. “If you value it, it is like maintaining your house.” He stresses the importance of “avoiding armor” – sustaining healthy expanse of beaches to circumvent the demand for walls. “Sea walls are good for protecting the upland structures but they’re bad for the public beach, they’re bad for nesting sea turtles,” explains McGarry, who has an undergraduate degree in marine biology and a master’s in oceanography and coastal zone management. Since the beach nourishment projects began the habitat has been closely monitored and the research has helped ease some of the initial concern about potential harm to nesting turtles. The data indicate no significant difference in hatching success after nourishment. Studies show the nesting success is often slightly depressed the first year after the rebuilding the beach but rebounds. “Even if the nesting success is a little different, it doesn’t stop turtle nesting,” asserts McGarry. n VisitSpaceCoast.com

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Florida’s Space Coast Office of Tourism VisitSpaceCoast.com

Florida’s Space Coast

Florida's Space Coast Tourism Journal Fall 2020

Articles inside

The Economic Impact of a Rocket Launch from America’s Premier Multi-User Spaceport

COVID Update Consumer Feedback

Visitation Report

Brevard’s Beaches: A Special, Safe Sanctuary

Letter from the Executive Director

Meet the Team