Florida's Space Coast Tourism Journal | Spring 2019

CELEBRATING

CHRISTMAS, SPACE COAST STYLE!

APOLLO:

WHERE WERE YOU?

SPRING 2019

Florida’s Space Coast THIS SUMMER

From the air, Florida’s Space Coast shows off its many lakes and meandering waterways, not to mention its 72 miles of coastline.

With over 20,000 acres of freshwater rivers and lakes and 170,000 acres of wetlands, outdoor enthusiasts love to explore by foot or boat. Summer is the perfect time to experience authentic Florida. From sea turtle nesting on the beach to bioluminescence kayaking, you will find experiences on Florida’s Space Coast that are found nowhere else.

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/ Florida's Space Coast 9/12/18 1:51 PM

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TABLE OF CONTENTS Letter from the

Executive Director

6

8

Meet the Team

Research 11

Visitation Report

16

2019 Florida Pro Surf

37

Celebrating Christmas, Space Coast Style!

42

One Lagoon

61

Apollo: Where Were You?

62

Sky & Sea

72

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

As the new Executive Director of the Space Coast Office of Tourism, I want to express how honored and excited I am to be back in Brevard County and promoting tourism for the place I love.

The tourism industry on the Space Coast is continuing to grow and be strong. The last few years have seen stellar growth, thanks to strong economic conditions and a variety of positive factors. The Tourism Tax Collection revenue reached record levels in 2018, approaching $15.6 million.

It is certainly a great time to live, work and play on the Space Coast and to be in the tourism industry. I am proud of what is happening here - from the beaches to the Indian River Lagoon projects and the hotel growth to the attractions and the space program; and from our beautiful wildlife and nature preserves to the arts and cultural scene.

I could go on and on. I have been fortunate to travel all over the world and there is no place like Brevard and no place I’d rather be.

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The future is just as bright. While we may not see quite the level of growth as the past few years, steady growth is ahead.

Hotel projects in 2019 and 2020 will see growth in room inventory. That increase in capacity leads to increases in bed tax collection which allows us to continue to market this great destination across the U.S. and the world, as well as fund more capital projects like beach renourishment and Indian River Lagoon (IRL) projects.

Keeping the Indian River Lagoon healthy is of paramount importance to the community, including our tourism business, and all the positive economic impact tourists bring to Brevard County.

So it was welcome news when it was announced in December that eight conservation-related projects focused on the IRL will receive grants from the Brevard County Tourist Development Council. Through a new Tourism + Lagoon Grant Program, a total of about $325,000 is being awarded to selected lagoon projects.

The projects include items such as habitat restoration, improved waterway access, shoreline litter control, and living shoreline protection. Eight projects were selected from among 20 submitted for review. The grants are funded from the five percent Tourist Tax Collection revenue on hotel rooms and other short-term rentals.

It is activities such as these that make me proud to lead the Space Coast Office of Tourism team. I look forward to being a part of more programs like these and working with the tourism industry to make Brevard an even better place to live, work and play.

Please feel free to reach out to me or our team if you ever have any ideas about growing and improving the tourism market on Florida’s Space Coast. I look forward to meeting and working with you in the coming months. n

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MEET THE

RESEARCH TEAM MIKE SLOTKIN, Ph.D. is Professor of Economics in the College of Business at the Florida Institute of Technology. Mike earned his Ph.D. in economics from the University of North Carolina at Chapel Hill, and his scholarly activity surrounds the application of economics to the environment and to regional economies and industries. He regularly consults through FIT Consulting, and to date, has co-authored more than thirty economic impact or contribution studies. Born and raised in Miami, Florida, Mike resides in the town of Grant-Valkaria with his life partner Karen and their three cats: Zippy, Curry, and Luna. He is a life-long supporter of his hometown Miami Dolphins.

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.

TIFFANY MINTON has served as the Marketing Director of Florida’s Space Coast Office of Tourism for three years. Tiffany was born in Florida and has lived on the Space Coast for 30 years. She is a graduate of Florida Institute of Technology with a Bachelor of Science degree in Communication. Tiffany worked for Boeing and L-3 Communications and her last position was a Senior Marketing and Communications Specialist for Health First. She lives in Merritt Island with her husband and enjoys the beach, surfing, boating and practicing yoga.

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 reach 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, 15 and Charlotte, 13 and lives in the Eau Gallie Arts District area.

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Contributors

Sources

Dr. Sherry Jensen

Tiffany Minton

is an assistant professor of economics in the College of Business at the Florida Institute of Technology. She earned her Ph.D. from Clemson University. Prior to her doctoral studies, she worked in the banking and automotive industries. Her research interests are focused on applied microeconomics, including labor economics, industrial organization, and the economics of education. Pages 62 - 69.

is the Marketing Director of Florida’s Space Coast Office of Tourism. Photo credit for pages 4, 8-9, 27 and 35.

Duane E. De Freese, Ph.D. is the Executive Director of the Indian River Lagoon National Estuary Program and the IRL Council, an independent special district of the State of Florida. During his 4-dacade career, Duane has served in leadership positions in the public-sector, academia, non-profit organizations and industry. Dr. De Freese is a champion of science-based, common-sense ocean and coastal conservation in Florida. He is an avid surfer, traveler and clean-water advocate.

Page 61.

& TREE TOP TREK

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NPI Productions,

Photo credit for

pages 16-17 and 36-39.

Liz Lind Editions Artwork, LizLindEditions.com, page 12.

CFLSurf.com, photo credit page 49 & the cover.

Malcolm Denemark/FLORIDA TODAY, photo credit for pages 42-44, 47 and 57.

Flint Muhlausen, photo credit page 52.

Images.nasa.gov, photo credit pages 64 - 66.

Flickr.com, photo credit page 68.

RESEARCH UPDATES, PROJECTS & RESULTS

BY DEBORAH WEBSTER

What is STR? Hotel industry performance metrics guide the daily deci-

in an effort to streamline our reports for greater efficiency.

sions of most lodging accommodations, particularly here on

At the present time we receive the Designation Report on a

Florida’s Space Coast. The company STR (pronounced as

monthly basis, and the Custom Forecast Report twice a year.

its spelled), formerly known as Smith Travel Research, was founded in1985 with the mission to track trends and performance metrics for lodging establishments. Within the tourism industry, STR is considered the source for hotel performance measurements. Carolyn and Randy Smith started the company by simply asking hotels to submit their performance measurements, with ultimate goal of selling data reports back to the lodging establishments. Currently, STR tracks about 60,000 hotels globally, housing over 8 million rooms.

The Designation Report is critical in that it showcases three important data points: 1) Occupancy Rate; 2) Average Daily Rate or ADR; and, 3) Revenue Per Available Room or RevPAR. The data is derived from the number of rooms available, rooms sold, and revenue accrued from the surveyed establishments.

The data can be segmented by destination/locale, and we recently increased our local destination segments to better understand our market. Data is now available for the following

With nearly 35 years of experience, STR has created a vari-

Space Coast destinations: a) Cape Canaveral; b) Cocoa Beach;

ety of reporting options for purchase. The Space Coast Office

c) Titusville; d) Viera, Melbourne, Melbourne Beach; e) Palm

of Tourism (FSCOT) has recently re-organized their reporting

Bay; and, f) Brevard County overall.

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Additionally, within the larger Florida market we collect

ful Back to School Report. We utilize this report and the

data for destinations that we consider benchmark compar-

Visitor Market Study to identify areas within our larger

isons to the Space Coast. These cohorts include Jackson-

drive market that start school later than we do (i.e., late

ville Beaches, Daytona Beach, the West Palm Beach area,

August/early September) for a Back-to-School Visit Cam-

Fort Lauderdale Beaches, Orlando, Sarasota Beaches, and

paign. By targeting these zip codes through social channels,

Clearwater/St. Petersburg.

we’re able to encourage some remaining summer recess kids and their parents to visit the Space Coast during what

The twice yearly Custom Forecast Report is an 18-month

is typically a less busy time for our lodging establishments.

outlook on the three performance metrics (i.e., Occupancy, ADR and RevPAR) for Brevard County, Cocoa Beach and

The data from both reports, in their entirety, can be

Melbourne. These longer term snapshots greatly inform

found on the FSCOT dashboard’s Executive page. If you

FSCOT planning and marketing campaigns.

have any questions about the STR reports, need access to the FSCOT dashboard, or want to review the STR train-

In addition to the two reports mentioned, STR offers many other reporting tools, including the particularly help-

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ing video please email Deborah at Deborah.Webster@ VisitSpaceCoast.com. n

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TOURISM PERFORMANCE

SCORECARD

FLORIDA’S SPACE COAST OFFICE OF TOURISM Tourist Tax Collection Revenue ACTUAL

BUDGETED

LAST YEAR

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

J17 F17 M17 A17 M17 J17 J17 A17 S17 O17 N17 D17 J18 F18 M18 A18 M18 J18 J18 A18 S18 O18 N18 D18 J19 F19

Total Trips

Total Admissions

BIKESHARE

& TREE TOP TREK ZOO

60,000 50,000 40,000 30,000 20,000 10,000 0

TTT

TOTAL

400 300 200 100 MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

JAN

MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

FEB

Total Guests Served

JAN

FEB

JAN

FEB

Total Surfboards Sold

Includes Grills Seafood Restaurants Port Canaveral & Melbourne, Florida

90,000 80,000 70,000 60,000 50,000

MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

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JAN

FEB

60 50 40 30 20 10

MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

Total Admissions

Total Downloads

MUSEUM OF DINOSAURS AND ANCIENT CULTURES 20,000 17,000 13,000 10,000 7,000 3,000 0

4,000 3,000 2,000 1,000 0 MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

JAN

FEB

MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

JAN

FEB

Total Visitation*

5,000 4,000 3,000 2,000 1,000 0

JAN

FEB

JAN

FEB

JAN

FEB

Total Check-in Cookies (Melbourne)

Total Pints of Brew Sold in the Taproom

17,000 16,000 15,000 14,000 13,000 12,000 10,000

MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

11,000 10,000 9,000 8,000 7,000 6,000 5,000

MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

Total Deplaned Passengers

22,000 21,000 20,000 19,000 18,000 MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

JAN

FEB

17,000

MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

*The Barrier Island Center Total Visitation number is the combination of the following data: Barrier Island Trail use, K-12 School groups, Nesting Sea Turtle programs, Walk-in visitors, Family programs, and other.

The Tourism Performance Scorecard is a collection of metrics contributed by our local business partners to analyze trends by product, destination and season. We are grateful to those who shared data for this effort.

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Tourism

on the

Space

VISITATION REPORT CALENDAR YEAR 2017 AND 2018

BY ALEX VAMOSI, Ph.D.

EXECUTIVE SUMMARY The Space Coast Office of Tourism (SCOT), in partnership with the Florida Institute of Technology, has been compiling a tourism database since 2017. One of the primary objectives of this project is to make annual comparisons of visitor profiles, spending patterns, and other trip characteristics of domestic visitors who purchased overnight lodging during their visit to the Space Coast. We refer to this market as domestic tourism, accommodations-based or DTAB. This report compares data for calendar years 2017 and 2018 for this economically important subset of the tourism market. A new survey collection process, implemented in 2018, yielded nearly 1,000 useable surveys for the most recent calendar year, more than 200 surveys greater than in 2017. This new methodology, however, does not capture visitors who live within a 100-mile radius of the Space Coast. As a result, the 2018 sample of visitor surveys produced a significantly different population mix than in 2017.

The following items summarize the main findings of this report. • The proportion of parties that selected hotel/motel accom-

Coast

modations dropped from 72 percent in 2017 to about 53 percent in 2018. The exclusion from the survey pool of the greater Orlando drive market, visitors who are more likely stay at a hotel when purchasing lodging, is the likely reason for this large decrease. • DTAB parties reported significantly longer stays in 2018.

The average length of stay was 0.3 nights longer at hotel/ motel accommodations, 1.1 night longer at short-term rentals, and between 2.5 and 3.0 nights longer for other accommodation types.

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• Spending per party decreased in 2018, primarily, be-

are required to pay Brevard County’s 5 percent bed tax.

cause of significantly lower estimates associated with

This DTAB segment is a large subset of the overall tourism

lodging expenses. In contrast, spending per person increased slightly in the overall DTAB market.

• Satisfaction scores and participation rates increased for almost all Space Coast attractions in 2018; the weighted average satisfaction score rose from 4.28 to 4.39, while

market and the key economic driver of overnight visitation on the Space Coast.

Every issue of the Space Coast Tourism Journal provides

the average number of activities rose from 4.80 to 6.03.

a 12-month snapshot of the DTAB market that is encapsu-

• Social media video has become the dominant market-

lated in a series of standardized charts, with detailed cap-

ing platform viewed by parties visiting the Space Coast;

tions, that appear in an appendix at the end of the report. By

billboards were the second most seen medium and the

coalescing these charts in one location, frequent readers of

strongest of the traditional marketing tactics used by advertisers.

INTRODUCTION

this publication can quickly compare results from one issue to the next. The written reports are primarily devoted to presenting an in-depth analysis of particular sub-markets that comprise the Space Coast tourism industry. In past

In partnership with the Florida Institute of Technology, SCOT has been compiling a tourism database since 2017.

One of the primary objectives of this project is to make annual comparisons of visitor profiles, spending patterns,

issues, we have examined the cruise market, household income cohorts, and tourism groups consisting of first-time versus repeat visitors. Breaking down market segments in

and other trip characteristics of domestic visitors who pur-

this manner allows for a more granular analysis that often

chased overnight lodging in establishments that, by statute,

reveals details that can be masked by aggregate level data.

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An important methodological change to the data collection process was implemented in spring 2018 by 321 the Agen-

A COMPARATIVE ANALYSIS OF CALENDAR YEARS 2017 AND 2018

cy, one of SCOT’s marketing partners. The original process relied heavily on Facebook ads that were sent to users who

Introduction

had made a Visa card purchase in a Brevard County hotel.

The flow of surveys, however, began to decrease rapidly after Labor Day, 2017, which necessitated a change in collection methodology. The new process greatly expanded the pool of individuals who received the ad by targeting all Facebook users who visited the Space Coast but were not from the local area. Nearly 1,000 useable surveys were collected in 2018, producing a sample size more than 200 surveys larger than in 2017. The revised collection process also produced more timely and accurate data because the ads were sent only to people within seven days of their visit to the Space Coast. By expanding the pool of recipients who received the Facebook ad, a much larger sample of surveys were collected from peo-

The analysis presented in the current report is devoted to comparing sample estimates of the DTAB market for calendar years 2017 and 2018. The revised survey collection process that was implemented in 2018 produced a much larger sample of useable surveys in 2018, especially during the 4-month autumn cycle. But it also produced a significantly different population mix in various sub-markets. Table 1 lists the sample sizes for 2017 and 2018 for the overall DTAB market and its two primary sub-markets. The total number of useable surveys collected in 2018 increased by a remarkable 28.6 percent. Despite this huge influx, the number of surveys collected from the cruise market actually fell, which subsequently lowered the proportion of cruise market surveys from 21.3

ple who chose non-hotel/motel accommodations for their

percent in 2017 to 9.2 percent in 2018. As described earlier,

overnight lodging, and from respondents who flew into one of

the collection process implemented in 2018 does not capture

the three regional airports that service Brevard County.

most visitors who live within a 100-mile radius of Brevard County; this is the most likely explanation for the observed

The one drawback of the revised collection process is

drop in cruise market surveys. The analysis that follows pres-

that most regional visitors who live within a 100-mile radius

ents estimates for all three markets; however, it should be

of the Space Coast were not sent the ad because of restric-

clear that the overall estimates and inferences that are made

tions placed by Facebook. This means that visitors from the

were driven primarily by observations that make up the non-

greater Orlando area are not being captured by the new col-

cruise market.

lection process. We suspect that the exclusion of these local, drive-market visitors is the primary reason for the drop in the

TABLE 1: SAMPLE SIZES BY MARKET

number of surveys collected from the cruise market as well as

Number of Surveys

parties that stayed at hotel/motel accommodations in 2018.

Percent of Total

2017

2018

2017

2018

Overall DTAB Market

761

979

100%

100%

sub-markets does not invalidate the estimates presented in

Non-Cruise Submarket

599

890

78.7%

90.9%

this report, but it does suggest that caution needs to be taken

Cruise Submarket

162

89

21.3%

9.2%

The smaller number of surveys collected from these two

in interpreting these estimates. It should also be noted that it is not uncommon for survey methodologies and collection processes to change over time, especially in the era of “big�

TAKEAWAY: While the total number of surveys collected increased significantly in 2018, the survey yield from the cruise submarket decreased.

data when new technologies are constantly changing both the ways that data can be collected, and what data can be collected. Although we do not anticipate any significant changes to the current collection process for calendar year 2019, readers should always anticipate adjustments in the population mix of surveys whenever there are notable changes in methodology.

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TABLE 2: TRIP PROFILE OF SPACE COAST VISITORS Overall DTAB

Cruise

Non-Cruise

Party Composition

2017

2018

2017

2018

2017

2018

# of Party's

761

979

162

89

599

890

Party Size

3.09

3.02

3.09

3.15

3.10

3.01

Adults

2.40

2.39

2.55

2.56

2.36

2.37

Children

0.69

0.63

0.54

0.58

0.73

Overall DTAB

Cruise

0.63 Non-Cruise

Lodging Profile

2017

2018

2017

2018

2017

2018

Rooms

1.26

1.12

1.27

1.21

1.26

1.11

Nights

3.62

5.19

2.70

3.97

3.86

5.31

Room Nights

4.62

5.68

3.25

4.46

4.99

5.80

People Nights

11.60

15.94

7.98

11.22

12.57

16.41

TAKEAWAY: The composition of a typical party has been relatively stable; however, visiting parties in 2018 had significantly longer stays and rented fewer rooms.

Trip Profiles of Space Coast Visitors

DTAB parties rented 0.13 fewer rooms in 2018 but the average number of nights they stayed was, amazingly, 1.6

Table 2 presents statistics on the trip profiles of parties

nights longer.

These figures translate to about 1.1 ad-

that visited the Space Coast in 2017 and 2018. The com-

ditional room nights per party and 4.3 additional people

position of a typical party has been relatively stable over

nights per party. There are several factors that contribut-

the two year period but with a few subtle differences. In

ed to the unusually large increase in the length of stay that

2018, the number of adults was virtually the same in all of

was reported by parties in 2018. Figure 1 shows that the

the markets reported, but a typical party was a bit smaller

average length of stay was 0.3 nights longer at hotel/motel

in size (3.02 people) and included slightly fewer kids (0.63).

accommodations, 1.1 nights longer at short-term rentals, and between 2.5 and 3.0 nights longer for other accommodation types. Figure 2 shows the proportion of parties that

FIGURE 1. LENGTH OF STAY

BY ACCOMMODATION TYPE 10

FIGURE 2. ACCOMMODATIONS TYPE

8 6 4

8.0

6.8 5.7

5.1

7.0 4.4

100% 75% 50%

3.0 3.3

2

25%

0

0.0%

Hotel/Motel

2017

Short Term Rental

Condo & Other Lodging Types

RV Park or Campground

2018

TAKEAWAY: The average length of stay rose by more than 1.6 nights in the overall DTAB market with the largest gains occurring in non-hotel accommodations.

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72% 53%

12%

22%

Hotel/Motel

Short Term Rental

2017

2018

12%

18%

Condo & Other Lodging Types

4% 7% RV Park or Campground

TAKEAWAY: The proportion of parties that selected non-hotel accommodations, primarily short-term rentals, also jumped markedly in 2018.

selected non-hotel/motel accommodations increased from

within an hour or two; moreover, visitors who stay longer are

28 percent (2017) to 47 percent (2018). Thus, the greater

more likely to purchase non-hotel/motel accommodations.

proportion of parties that purchased non-hotel/motel accommodations combined with the longer length of stay associat-

Trip Purpose

ed with these parties accounts for roughly 1/2 of the longer What is the primary purpose of DTAB trips? Not surpris-

stays that were reported in 2018.

ingly, the most cited reason given by survey respondents is Another reason for the longer length of stay is that Facebook

vacation/holiday. About 65 percent of visiting parties were

no longer sends ads about the survey to people who visited the

here on vacation/holiday in 2017. That estimate, however,

Space Coast but live within a 100-mile radius of the Brevard

dropped by about 10 points in 2018. Figure 3 shows that

County, in particular visitors who live in the greater Orlando

the proportion of parties that came to visit with family and

area. This means that a larger proportion of the 2018 sample is

friends grew by four points in 2018, while the remaining six

composed of people who live more than 100 miles away. Tour-

point increase was for “other� purposes. Business travel,

ists who travel farther distances to visit an area will, in gener-

rocket launch and private occasion together accounted for

al, stay longer than people who can easily reach a destination

19 percent of responses in 2018.

FIGURE 3. PRIMARY PURPOSE OF TRIP Vacation/Holiday 100% 80% 60%

2017

Visiting Family & Friends 2018

2017

Other

2018

2017

2018

78% 65% 61%

66% 55% 53%

40% 20%

11% 12%

7%

15% 16%

30% 31%

24% 27% 11%

15%

22%

0.0% Overall

Non-Cruise

Cruise

TAKEAWAY: In 2018, a greater proportion of respondents traveled to the Space Coast to visit with family and friends and for other non-vacation purposes.

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21

Air Travel

6 depict average expenditures in the overall market and the non-cruise and cruise sub-markets on a per-party and

Figure 4 presents statistics on air travel usage by visiting

per-person basis, respectively. Although per party expen-

DTAB parties. About 27 percent of respondents flew into

ditures were down by about $20 overall, per person spend-

one of the area’s three major airports in 2017, reinforcing

ing was modestly higher. The sample estimates, however,

the notion that the Space Coast is primarily a “drive market.”

reveal large decreases in both spending per party and per

In 2018, that figure jumped to about 41 percent. Again,

person in the cruise market.

some of this increase is attributable to the 100-mile radius restriction that Facebook places on ads that are sent to its users who have visited the Space Coast. The increased collection of surveys from air travelers will, in the future, allow

FIGURE 5. EXPENDITURE PER PARTY $2,000

us to conduct a more comprehensive analysis of this import-

$1,500

ant sub-market. The distribution of travelers to the three

$1,000

airports were similar across the two years. In 2018, about 78 percent of air travelers flew into Orlando International Airport (MCO), with the remainder split almost equally be-

$1,488 $1,467

$1,239

$1,036

$500 $0

tween Orlando Melbourne International Airport (MLB) and

Overall

2017

Orlando Sanford International Airport (SFB).

FIGURE 4. AIR TRAVEL TO A MAJOR REGIONAL AIRPORT

$1,555 $1,510

Non-Cruise

Cruise

2018

TAKEAWAY: Spending per party decreased in each of the sub-markets, most notably in the cruise market.

100% 80% 78%

80%

FIGURE 6. EXPENDITURE PER PERSON

60% 40%

27%

$600

41%

$481 $486

20% 0.0%

Air Travel

Orlando (MCO)

2017

2018

10% 12%

11% 10%

Melbourne (MLB)

Sanford (SFB)

TAKEAWAY: A larger proportion of the air travel market was captured in 2018; the utilization of the three regional airports that service the Space Coast remained about the same.

Trip Expenditures – Visitor Spending Survey respondents were asked to estimate total dollar amounts spent by their party during their visit to the Space Coast. Spending was itemized by lodging, dining & beverages, retail, recreation & entertainment, gasoline, local transportation, and other services, and then aggregated to determine total expenses for each party. Figures 5 and 22 | VisitSpaceCoast.com

$502 $502 $402

$400

$329

$200 $0

Overall

2017

Non-Cruise

Cruise

2018

TAKEAWAY: Overall spending per person gained slightly but dropped by over $70 in the cruise market.

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24 | VisitSpaceCoast.com

FIGURE 7. EXPENDITURE BY MAJOR CATEGORY Lodging

$800

Restaurants & Drinking Establishments

2017

2018

$656 $688

$617 $635

$600

$538

2017

$439

$400

$339

$356

2018

$274

$336 $346

Recreation & Retail 2017

$394 $409 $242

2018

$405 $420 $337

$251

$200 $0 Overall

Non-Cruise

Cruise

TAKEAWAY: The decrease in per party spending observed in the 2018 sample is primarily attributable to lower estimates associated with lodging expenses.

It is perplexing to find that overall spending dropped by $21 per party when the average length of reported visits increased in 2018. To begin unraveling this apparent anomaly, we reviewed expenditures for the three major categories that account for the bulk of visitor purchases: 1) lodging; 2) restaurants and drinking establishments; and 3) recreation and retail purchases. Figure 7 clearly shows that the majority of the drop in per party expenditures occurred in the lodging

more equally dispersed in 2018.

Lodging expenditures per night depend on two factors: the number of rooms purchased and the price per room. In 2018, the average number of rooms purchased by DTAB parties dropped by 0.13 rooms per party. This decrease translates into savings of $19.50 per night for a $150 room and $26 per night for a $200 room. To provide some perspective

category, by an average of $39 per party in the overall DTAB

about the amount of savings involved, consider that in 2017

market. A more muted response occurred with purchases

estimates of nightly lodging expenses were, $186 and $195,

from restaurants and drinking establishments, which account

respectively, for hotel/motel lodging and short-term rentals.

for a modest decrease of $3 per party. In contrast, recreation and retail purchase rose by $11 per party, while all other pur-

DTAB parties also reported significantly longer stays in

chases (not depicted in Figure 7) rose by about $10 per party.

2018. Basic economic principles predict that people have an incentive to economize on their expenses with longer visits by

The next step is to explain why estimates of lodging expen-

selecting less expensive substitute goods and services. To il-

ditures dropped so dramatically in 2018. Three reasons are

lustrate, findings from the “Fall 2018� visitation report clearly

offered to explain this decrease.

showed that parties began to economize on lodging expenses

1. The average number of rooms procured per party de-

after their second visit to the Space Coast. Parties can also,

creased in 2018.

2. Longer visits in 2018 created an incentive for parties to economize on expenses.

3. The monthly distribution of surveys collected was

quite easily, reduce their expenditures on meals by substituting to lower cost eating and drinking establishments, or by purchasing food and drinks at retail outlets and preparing their own meals.

Social media video has become the dominant marketing platform viewed by parties visiting the Space Coast.

VisitSpaceCoast.com |

25

The third explanation is related to the different monthly distribution of surveys that were collected in 2017 and

distribution is preferred to one that is heavily weighted to a few months of the year.

2018. In 2017, about 85 percent of the useable surveys were collected from trips taken during the six month period, from February to July, while only 5 percent of the sam-

Activities/Attractions: Participation and Satisfaction

ple came from trips taken during the three month autumn season. In 2018 the survey collection process yielded a

Survey respondents were asked to rate their satisfaction

more uniform, month-to-month distribution of surveys. To

with several well-known attractions marketed by Space

see how differences in the distribution of surveys collect-

Coast tourism officials and stakeholders. The ratings scale

ed can impact lodging expenditures, we took 2018 data on

ranges from (1) very unsatisfied to (5) very satisfied. Table

Revenue per Available Room (RevPAR) and calculated the

3 summarizes the satisfaction scores for 13 attractions,

weighted average RevPAR using the 2018 distribution of

including two new additions that were not listed on the

surveys, and then recalculated the weighted average using

2017 survey: Native Wildlife Viewing and USSSA Space

the 2017 distribution. The weighted average RevPAR was

Coast Complex. The participation rate – the percentage of

$4.18 lower when calculated using the 2018 distribution.

respondents who participated in a particular activity – has

This suggests lodging estimates were lower in 2018, in part,

also been tabulated and provides some context to the satis-

because a more uniform number of monthly surveys were

faction scores. The median scores for both satisfaction and

collected during the year. All else the same, a more uniform

participation are highlighted in color.

26 | VisitSpaceCoast.com

VisitSpaceCoast.com |

27

Two observations about the various satisfactions scores

a total of five attractions exceeded this threshold in 2018.

stand out. First, survey respondents have repeatedly re-

Moreover, 2018 survey respondents took part in 1.2 more

ported high satisfaction scores for all of the attractions sur-

activities (on average) than their 2017 counterparts. The

veyed. In the past two years, only one attraction received

higher participation rates that were observed in 2018 are

an average score below 4.00, while ten of the thirteen attractions produced a score of 4.30 or higher in calendar year 2018. The second finding is that satisfaction scores, since 2017, have increased for every attraction; some of the changes were small (and statistically insignificant) but many were noticeably larger. Collectively, these individual scores yielded an overall weighted average score of 4.39 in 2018.

consistent with longer visitations, which provided DTAB parties with more opportunities to engage in leisure activities.

The importance of these satisfaction scores and participation rates for the long-term sustainability of Brevard County’s tourism sector cannot be overstated. In the Fall 2018 Visitation Report it was shown that the Space Coast attracts a high volume of repeat visitors. Almost 50 per-

Bicycling and Eau Gallie Arts District enjoyed the largest

cent of the survey respondents had visited the Space Coast

absolute gains in satisfaction score, rising by 0.39 and 0.32

two to four times within the last 24 months, while another

points respectively.

21 percent, remarkably, had visited more than four times.

The large proportion of high frequency visitors is at least

Participation rates also increased for most of the attrac-

partially attributable to the variety of attractions that the

tions listed in Table 3. In 2017, only two activities experi-

Space Coast offers and the high level of satisfaction experi-

enced a participation rate of more than 50 percent, while

enced by its users.

28 | VisitSpaceCoast.com

TABLE 3: SUMMARY OF SATISFACTION SCORES AND PARTICIPATION RATES Satisfaction (5-point scale)

Participation Rate (Percent)

Attraction

2017

2018

2017

2018

Beach Activities

4.42

4.44

82.8

87.2

Bicycling

4.02

4.41

24.4

39.0

Brevard Zoo / Treetop Trek

4.35

4.50

20.9

35.0

Eau Gallie Arts District

3.93

4.25

21.2

30.5

Historic Cocoa Village

4.26

4.38

46.3

52.5

Historic Downtown Melbourne

4.17

4.34

35.1

45.7

KSC Visitor Complex

4.48

4.59

46.3

58.0

Native Wildlife Viewing

na

4.41

na

56.2

Orlando Theme Parks

4.27

4.45

33.1

36.7

Ron Jon Surf Shop / Cocoa Beach Surf Co.

4.26

4.33

59.0

57.0

The Cove at Port Canaveral

4.36

4.39

31.8

39.6

Westgate Cocoa Beach Pier

4.17

4.26

48.5

49.4

na

4.10

na

16.5

4.39

4.80

USSSA Space Coast Complex Summary Statistics

Weighted Avg. 4.28

Avg. # of Activities 6.03

TAKEAWAY: In the past year satisfaction scores and participation rates have increased for almost all Space Coast attractions.

Marketing Penetration

spondents have been asked to check off all of the types of marketing or advertising they have “specifically seen about

In the tourism industry, marketing and advertising is used to build a brand, attract first-time visitors and foster sustainable growth through the repeat visitor market. Space Coast

the Space Coast� in the past six months. Survey items include both traditional advertising tools as well as social media, in-

tourism staff utilizes several different marketing tactics to

ternet, and mobile platforms that make-up the modern digital

attract and engage visitors to the Space Coast. Survey re-

age of advertising.

VisitSpaceCoast.com |

29

Table 4 summarizes the viewership (or penetration) of

ing mediums. It is likely that Space Coast tourism staff are

the 11 items that were surveyed. Social media video has be-

channeling resources away from the traditional outlets to

come the dominant marketing platform viewed by parties

the fast growing digital & mobile marketing pathways.

visiting the Space Coast; in 2018, social media videos about the Space Coast were seen by more than 50 percent of sur-

Interestingly, almost one out of every five survey respon-

vey respondents, up three points since 2017. Billboards

dents had not seen any type of marketing or advertising

were the second most seen medium and the strongest of

related to the Space Coast in the six months prior to their

the traditional marketing tactics used by advertisers. The

trip. This is likely because of the large proportion of high

other noticeable trend observed in Table 4 are the large de-

frequency visitors, people who have made more than four

creases in penetration for most of the traditional advertis-

trips in the past 24 months. As people become increasingly

TABLE 4. MARKETING AND ADVERTISING VIEWERSHIP Digital Marketing

2017

2018

Traditional Tactics

2017

2018

Social Media Video

48%

51%

Billboards

38%

30%

Website

29%

27%

Magazine Print Ad

24%

18%

Social Media Other

16%

21%

TV

25%

15%

FSC Vacation Planner

19%

17%

News Stories

23%

15%

YouTube

3%

5%

Airport Display

13%

14%

Did not see any in list.

18%

18%

Radio

11%

6%

Takeaway: Social media video has become the dominant marketing platform viewed by parties visiting the Space Coast; billboards were the second most seen medium and the strongest of the traditional marketing pathways used by advertisers.

30 | VisitSpaceCoast.com

familiar with an area, especially one that is frequently visit-

parties. Visitors from the local drive market, in particular

ed, diminishing returns to viewing advertising begin to set in.

from the greater Orlando area, are no longer being served

Diminishing returns may also be the reason why in 2018, the

advertisements about the Space Coast tourism survey from

average number of marketing or advertising types seen by re-

Facebook. It is likely that many of these central Florida vis-

spondents fell from 2.49 to 2.22.

itors book accommodations in hotel/motels for short stays.

Summary The 2018 sample of visitor surveys produced a significantly

A reduction in the proportion of surveys collected from this local drive market is consistent with the changing population mix observed in 2018.

different population mix than in the prior year. Perhaps the two most noteworthy differences, are the greater proportion

The following appendix of charts presents additional, more

of parties that purchased non-hotel/motel accommodations

detailed information about parties that visited the Space

in 2018, and the longer length of stay associated with these

Coast in 2018.

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31

Appendix FIGURE 1: ACCOMMODATION TYPE

Hotel/Motel 52.6%

Condo 16.1%

Vacation Rental 12.5% Other 2.0%

RV Park/ Campground 7.3%

Short-Term Rental 9.5%

More than 50 percent of visitors to the Space Coast choose hotel/ motel accommodations for their overnight lodging needs. Alternative modes of lodging, however, continue to rise in popularity. Condos, vacation rentals and other short-term rentals (Airbnb, VRBO, and Homeaway) were procured by 38 percent of visiting parties, while another 7 percent stayed at campgrounds or RV parks.

FIGURE 2. LODGING PROFILE BY MARKET SEGMENT 20.7

19 17.5

16.4

15.9 14

13.9 11.2

10.5 7.0 5.2

5.7

5.3 5.8

4.0 4.5

3.5 1.1

1.2

1.1

6.4 6.7

5.1 5.5

1.1

1.1

0 Overall Rooms

Non-Cruise Nights

Room Nights

Cruise

3-Month Return

12-Month Return

People Nights

The number of rooms that a party typically rents for overnight lodging is about 1.1 rooms overall and across sub-markets. Over the past four months, the average length of stay rose from 4.8 nights to 5.2 nights overall. All four sub-markets showed increases, with the largest gains found in the cruise market (3.0 to 4.0 nights) and the 3-month return visit market (4.0 to 5.1 nights)

32 | VisitSpaceCoast.com

FIGURE 3. PARTY SIZE BY MARKET SEGMENT 7.0 3.5

2.4

0

3.0

2.6 3.1

2.4 3.0

Cruise

Non-Cruise

Overall Adults

2.3

2.8

3-Month Return

2.5

3.1

12-Month Return

Party Size

The makeup of a typical party visiting the Space Coast has seen little variation since we began collecting data in 2017: about 3.0 individuals, including 2.4 adults and 0.6 kids. Respondents from the cruise market report slightly higher numbers for both party size and adults. Conversely, visitors from the 3-month return market tend to travel in smaller sized parties with fewer adults.

FIGURE 5. PRIMARY PURPOSE OF TRIP: OTHER MOTIVATIONS 0.0%

3.8%

Overall 100% 75% 50% 25% 10% 0.0%

54.6% 15.3%

Non-Cruise 53.5% 15.7%

Cruise

Private Occasion

66.3% 11.2%

Public Event, Show or Festival Overall

Vacation/ Holiday

Visiting Family & Friends

When asked to identify the primary purpose of their visit to the Space Coast, about 53.5 percent of respondents in the non-cruise market report vacation/ holiday; this figure jumps to about 66.3 percent in the cruise market. The second most cited reason is visiting family and friends, which accounts for another 15 percent of reported trips.

15.0%

5.9% 6.4%

1.1% Rocket Launch

11.3%

11.0% 11.1% 10.1%

Other Business

FIGURE 4. PRIMARY PURPOSE OF TRIP: VACATION AND VISITS

7.5%

5.3% 5.4% 4.5% 4.9% 5.1% 3.4% 2.9% 2.8% 3.4% Non-Cruise

Cruise

Business, private occasion and rocket launch were other frequently cited reasons for visiting the Space Coast. Together, these three items accounted for about 16.1 percent of all visits. Public event, show or festival, job interview and convenient stop for drive travel account for only 5.4 percent of visits. In almost all cases, the proportion reported in the non-cruise market is greater than its corresponding value in the cruise market.

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33

Appendix continued FIGURE 6. CRUISE COHORT BY SELECTED CRUISE LINE NORWEGIAN 6.7%

OTHER 18.0%

DISNEY 11.2%

ROYAL CARIBBEAN 28.1%

CARNIVAL 36.0%

A total of 89 parties embarked on a cruise from Port Canaveral, which makes up about 9.1 percent of reported trips. Carnival and Royal Caribbean were the chosen carriers for 57 of these parties (64 percent).

During the last four months, the proportion of travelers who selected Royal Caribbean rose by almost 8 points, while percentages for Carnival, Disney, and Norwegian all fell.

90% 90% 74%

FIGURE 7. WHAT TYPE OF MARKETING HAVE YOU SEEN? 0.0% Social Media Video Billboard Website Social Media Other Magazine Print Ad None of the Above FSC Vacation Planner TV News Stories Airport Display Radio You Tube

15.0%

30.0%

45.0%

60.0% 51.2%

29.7% 27.3% 20.8% 17.7% 17.6% 17.4% 15.3% 15.2% 14.3% 5.8% 5.1%

The strongest marketing platforms observed in the overall market continues to be social media videos (51 percent), billboards (30 percent) and websites (27 percent); almost all other platforms experienced exposure rates between 14 and 20 percent. The two least effective platforms (radio and YouTube) were seen by less than 6 percent of respondents, while more than 17 percent reported not seeing any of the marketing types that were listed.

Of those polled, would

Refer a Friend to Visit the Space Coast

Of those polled, would

Return to Visit the Space Coast Of those polled, expect to

Return to the Space Coast Within a Year of their Last Visit

FIGURE 8. HOUSEHOLD INCOME 30% 25%

22.0%

21.2%

20% 16.1%

15% 10% 0.0%

14.7%

12.7% 8.5%

4.8% Less than $25,000

$25,000 $49,999

$50,000 $74,999

$75,000 $99,999

$100,000 $124,999

$125,000 $149,999

$150,000 or more

The distribution of household income remains skewed towards higher end income brackets. The proportion of respondents, however, who reported a household income of less than $75,000 increased by 3 points (40 percent to 43 percent) since the last issue. The $75,000 median household income in our sample is about $14,000 more than the 2017 median estimate for all U.S. households reported by the U.S. Census Bureau.

34 | VisitSpaceCoast.com

FIGURE 9. AVERAGE TRIP EXPENDITURE BY MARKET Overall

Cruise

$1600 $1,467 $1200 $1,036 $800 $486 $329 $400 0 Spending Per Party

Non-Cruise

3-Month Return

FIGURE 10. BREAKDOWN OF SPENDING, OVERALL

$1,648

$1,510

$1,243

$502

Lodging Restaurants Recreation

12-Month Return

$537

$446

$700 $500 $300 $100 0

Visitors to the Space Coast spent an overall average of $1,467 per party or $486 per person. Average trip expenditure in the cruise market was about $474 less per party and $181 less per person than expenditures in the non-cruise market; similarly, average spending in the 3-month return market was $405 less per party and $91 less per person than in the 12-month return market.

$700 $500 $300 $100 0

Restaurants

Recreation

Retail

Gas

$346 $115

Spending Per Party

$241 $80

$179 $60

$88 $29

$336 $204

$111

$233 $77

$171 $57

$87 $29

$22 $7

Spending Per Person

FIGURE 12. BREAKDOWN OF SPENDING, CRUISE MARKET Lodging

Restaurants

Recreation

Retail

Gas

Other

$73 $23

$32 $10

Other

$635 $211

Other

A breakdown of average trip expenditures in the overall market ($1,467 per party) shows that about 65 percent of spending was for lodging expenses, and food and beverages purchased at local restaurants and bars.

Lodging expenses were almost twice the amount spent on food and beverages. Recreation expenses and retail purchases together accounted for another 27.6 percent of overall spending.

FIGURE 11. BREAKDOWN OF SPENDING, NON-CRUISE MARKET Lodging

Gas

$617

Spending Per Party

Spending Per Person

Retail

$21 $7

Spending Per Person

The average trip expenditure in the non-cruise market is about $1,510 per party or $502 per person. In comparison to the overall market, dollar expenditures are somewhat higher in each spending category; however, when dollar values are converted to percentages, the spending patterns in the two markets are generally similar.

$700 $500 $300 $100 0

$439 $140

$242 $77

Spending Per Party

$155 $49

$96

$30

Spending Per Person

The average trip expenditure in the cruise market was about $1,036 per party or $329 per person. In comparison to the non-cruise market, lodging was procured for about 1.3 nights less per party in the cruise market. As a result, expenditures in the cruise market were significantly lower in each of the four main spending categories: lodging, restaurants, recreation, and retail purchases.

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35

Appendix continued FIGURE 13. SATISFACTION WITH SELECT ACTIVITIES Beach Activities Bicycling Brevard Zoo/Treetop Trek Eau Gallie Arts District Historic Cocoa Village Historic Downtown Melbourne Kennedy Space Center Visitor Complex Native Wildlife Viewing Orlando Theme Parks Ron Jon’s/Cocoa Beach Surf Company USSSA Space Coast Complex The Cove at Port Canaveral Westgate Cocoa Beach Pier 1 = Very unsatisfied

4.44 4.41 4.50 4.25 4.38 4.34 4.59 4.41 4.45 4.33 4.10 4.39 4.26

FIGURE 14. SATISFACTION IN SELECT ACTIVITIES Beach Activities Bicycling Brevard Zoo/Treetop Trek Eau Gallie Arts District Historic Cocoa Village Historic Downtown Melbourne Kennedy Space Center Visitor Complex Native Wildlife Viewing Orlando Theme Parks Ron Jon’s/Cocoa Beach Surf Company USSSA Space Coast Complex The Cove at Port Canaveral Westgate Cocoa Beach Pier

87.2% 39.0% 35.0% 30.5% 52.5% 45.7% 58.0% 56.2% 36.7% 57.0% 16.5% 39.6% 49.4%

5 = Very satisfied

Survey respondents reported high satisfaction scores for many of popular destinations and activities marketed by the Space Coast. On a scale of (1) very unsatisfied to (5) very satisfied, the weighted average score for the 13 activities listed was 4.39. Ten of the thirteen activities earned scores above 4.30. USSSA Space Coast Complex had the lowest satisfaction score in the sample (4.10), but it is arguably the least well known of the items that were surveyed.

36 | VisitSpaceCoast.com

Survey respondents engaged in an average of six activities while visiting the Space Coast. Beach Activities were the most popular attraction (87 percent), followed by several venues that had rates in excess of 50 percent: KSC Visitor Complex, Ron Jon/Cocoa Beach Surf Company, Native Wildlife Viewing and Historic Cocoa Village. USSSA Space Coast Complex was the sole venue that was experienced by fewer than 30 percent of respondents.

2019 FLORIDA PRO WINNER CAROLINE MARKS

VisitSpaceCoast.com |

37

Florida’s Space Coast is a mecca for world-class surfers.

surfers, Lisa Andersen dominated women’s surfing in

At some point in their lives, most die-hards have made the

the mid-1990s, winning 4 consecutive world titles from

pilgrimage to Sebastian Inlet’s iconic first peak as well as

1994-1997 and East Coast Surfing Hall of Famer Gary

historic Cocoa Beach.

Propper, who passed away earlier this year. And what do

these legends all have in common? The same surfing nurs-

Sebastian Inlet’s iconic First Peak wave has been one of

ery where the world’s current number one ranked female

the top producers of world champion titles, professional

surfer, Caroline Marks, cut her teeth - The Inlet.

surfers & legends in North America. The roster comprises

a who’s who of surfing dignitaries, including Kelly Slater,

Caroline won the 2018 & 2019 Florida Pro, elevating

who won 11 World Surfing League (WSL) Tour Champion-

herself onto the highest pantheon of women’s surfing.

ships between the years 1992 and 2011, and C.J. Hobgood,

In April 2019, Caroline won the Boost Mobile Pro Gold

WSL Champion in 2001. C.J.’s twin brother Damien and

Coast, beating 3-time World Champion Carissa Moore in

local shaper Matt Kechele also World Championship tour

the finals. Congratulations Caroline!

38 | VisitSpaceCoast.com

VisitSpaceCoast.com |

39

F

E

E

D

B

A

C

K

We captured 181 responses through an online survey for the Florida Pro Surf Competition event. The survey was available online through the Florida Pro Facebook and Instagram pages.

Florida rivals New South Wales and Queensland, Australia and Hawaii as the most successful competitive surfing state in the world, with 20 World Championships under its belt. The beach at Sebastian Inlet has developed surfing’s best for the last 30 years. Hosting a WSL Qualifying Series event to celebrate this championship legacy and provide opportunity for the next generation is a perfect fit. The Space Coast’s beaches and the community as a whole boast something special for surfers of all walks. With the spotlight of the World Surf League shining on this community as the annual tour kicks off, one of surfing’s greatest stories continues to be told.

Florida’s champions.

2. Was the Florida Pro Surf Competition the primary reason for your trip to the Space Coast?

Yes

90.3%

No

9.7%

3. Was this your first time attending or participating in Florida Pro Surf Competition?

No

53.6%

YES

46.4%

–BRIAN ROBBINS, TOUR MANAGER - WSL N. AMERICA

4. Are you a...

1. How did you hear about Florida Pro Surf?

0.0% 25.0% 50.0% 75.0%

Attended Last Year Billboard or Outdoor

Advertisement

Florida Pro Surf Website

Social Media (Facebook, Instagram, Pinterest) TV, News Outlet or Newspaper VisitSpaceCoast.com

Word of Mouth WSL None of the Above Other - Please Specify 40 | VisitSpaceCoast.com

Overnight Visitor

18.2%

38.7% Brevard County Local Resident 39.8% Brevard County Seasonal Resident 3.3%

Day Trip Visitor

Of the 103 responses from Q4 that were Day Trip Visitors or Overnight Visitors, in Q2 90.3% said that the Florida Pro Surf Competition was their primary reason to visit the Space Coast.

88.4% Of Those Polled

When asked, the likelihood they will attend next year’s Florida Pro Surf Competition, said

“Yes, definitely!”

PHILADELPHIA, PA ARRIVED 11/07/2018  MCO

Visitor location analytics for the tourism industry.

ATLANTA, GA ARRIVED 11/04/2018  FLL

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For over 18 years, we’ve helped businesses understand their visitors.

Contact us to start leveraging trillions of data points.

airsage.com

(404) 809-2499 / info@airsage.com

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41

Celebrating Christmas,

Space Coast 42 | VisitSpaceCoast.com

SURFING SANTAS: CELEBRATING CHRISTMAS, SPACE COAST STYLE!

BY MIKE SLOTKIN, Ph.D.

Take the time to imagine a beach tailgate party centered on Christmas themes, live entertainment, and surfers clad in Santa Claus outfits – then sprinkle in some charitable fundraising as well as a costume contest where the winner receives a Rickey Carroll surfboard – and you might just begin to grasp what Christmas Eve means in Cocoa Beach, Florida. What started as an epiphany by Brevard County’s George Trosset, Surfing Santas, in just one decade, has become a holiday tradition on the Space Coast and an event of international reputation. Images of Surfing Santas are now ubiquitous in print, social media, and television coverage, elevating the Space Coast brand to newer highs. In 2018, Surfing Santas ascended to the pinnacle of U.S. billboard space, the rarefied landscape of Times Square in Manhattan, where pedestrians in the hundreds of thousands bore witness to a grizzled, grey-beard in a red suit, riding waves on Space Coast beaches.

It is self-evident that the millions of dollars in earned media that Surfing Santas bestows upon Brevard County is a godsend for Space Coast Tourism, and an amazing value proposition for its destination marketing organization. For the Space Coast Office of Tourism, the $3.53 million in total publicity value generated, detailed

by Butin Integrated Communications in their “Surfing Santas – 2018 Updated Media Coverage Report,” is like pulling a Florida Lottery win on a one-dollar ticket. The

Style!

event capitalizes on intangibles like name recognition, person-to-person contact, and social media, and runs on very little operational expenditures and festival promotion. While it is a Space Coast Office of Tourism Signature Event, the promotional support provided is less than $25k for the type of brand exposure that other Florida counties look upon with envy.

VisitSpaceCoast.com |

43

By way of illustration, the day after Christmas, Fox News Channel – “The Five,” based in New York City, provided video of the Surfing Santas as well as a description of the event, its Cocoa Beach locale, and fundraising objective.

The story reached just under 2.5 million viewers, and had an

Which makes it all the more remarkable that this emergent Space Coast tradition had its antecedent in the form of a television commercial that George just happened to view post-Thanksgiving 2009. Honda’s Christmas ad campaign had a bunch of guys surfing with Santa outfits on, triggering a latent desire in George’s brain to become a Surfing Santa. So

equivalent buy value of $400k. Just two days earlier, The

he enlisted a partner in crime, his wife Nihla, who effectively

Washington Post’s story, “Hundreds of surfers in Santa suits

functioned as wardrobe creator in a brilliant but un-nomi-

ride waves in Florida”, found an audience to over 275,000

nated attempt at the Oscar for costume design. Just prior

readers. All across the United States – from KTLA 5 News

to his Christmas Eve Day ride-out, he also contacted his son

in Los Angeles to WGN Early Morning News in Chicago –

and daughter-in-law and asked them to join him, dressed as,

Surfing Santas saturated the airwaves and were recycled in

you guessed it, elves. Like dutiful children they did – osten-

print. The Butin report itemized a broadcast reach of 18.5 million views based on 370 mentions, with an earned media equivalency of about $3.04 million. This constituted just over 86 percent of the event’s total publicity value.

But while broadcast dominates the publicity value gen-

sibly to keep Dad from drowning – with their 3-year old son in tow, who watched contentedly from the beach. A Florida Today photographer was there to capture the moment, and the rest, as they say, is history. The 10,000 spectators and 800 participants at the Cocoa Beach-Minuteman corridor are testament to the event’s growth.

erated, the nexus of the internet and social media heightens

In 2019, George and his crew will continue their Surfing

the event’s reach. News web sites, online print and broad-

Santas outreach, visiting children in regional hospitals as

cast, social networking sites and blogs combined to yield

well as appearances at local stops, and come the morning

1,257 mentions and a reach of over 803 million views. This

of December 24 at 8 a.m., surfboards will once again hit the

category provided the pathway for about 93 percent of the total reach, which amounted to some 862.5 million. Given the event’s history, Surfing Santas imagery has probably been viewed well over a billion times, to the joy of children

water for the 11th Annual Surfing Santas. A few notable accolades are also headed his way. The Hallmark Channel plans to run a Surfing Santas segment in their 2019 Holiday Special, and Parents Magazine, with a reach of 2 million, will run a Surfing Santas story in the context of grandparent ex-

and adults alike. McDonalds was known for their advertise-

cursions. But before we get there, the Space Coast Tourism

ment of the billions of customers they served, but George

Journal takes a look back at the 2018 event, its participants,

Trosset takes pride in the “billions of smiles” his Surfing San-

impacts, and an extended conversation with creator and

tas deliver. And his numbers are right on.

promoter George Trosset.

44 | VisitSpaceCoast.com

Participant Demographics The heart and soul of Surfing Santas are the surfing enthusiasts who populate the shoreline and navigate the ocean break, providing Christmas imagery and joy to all those in attendance.

FIGURE 1. WHAT WAS YOUR PARTICIPATION ROLE AT SURFING SANTAS?

In order to find out more about these participants and specta-

0.0%

tors, an internet-based survey instrument was created under the auspices of the Space Coast Office of Tourism’s Research

Spectator

Director, and implemented through the Survey Gizmo web por-

Surfing Santa

tal. Utilizing social media and Facebook outreach, survey cap-

Volunteer/Exhibitor/ Other

ture was undertaken with an added inducement of select priz-

25.0% 50.0% 75.0% 100.0% 77.8% 17.6%

4.7%

es, via a raffle. The purpose of the Survey Gizmo questionnaire was to explore the basic demographics of event attendees as

Figure 2 examines survey respondents by their visitor type

well as party size, lodging and accommodations, expenditures

– local vs. non-local. Both local and seasonal residents com-

made on the Space Coast, and key marketing related inputs. All

prise the population of Space Coast inhabitants who partook

told, approximately 377 usable surveys were submitted, repre-

in Surfing Santas, which amounted to about 72 percent of

senting about 3.5 percent of the event’s population.

surveyed parties. The actual tourist segment – almost equally split between overnight visitors (14.6 percent) and daytrip-

Figure 1 breaks down survey respondents by their participation role at the event, which is heavily weighted towards spectators. Given that both organizers and tourism officials estimated a beach-viewing population of about 10,000, and an overall surfing census of around 800 (excluding other

pers (13.3 percent) – amounted to just over one-quarter of the event’s participants.

FIGURE 2. ATTENDEES CHARACTERIZED

BY VISITOR TYPE 0.0%

members of the surf participant parties), this distribution is

25.0% 50.0% 75.0% 100.0%

a reasonably accurate representation of the event. While the

Overnighter

14.6%

surveyed population, and the event itself, did contain a mod-

Daytripper

13.3%

est segment of volunteers/staff/exhibitors, the balance of this

Seasonal Resident

report will primarily focus on the two most significant atten-

Local Resident

5.3% 66.8%

dance drivers, the spectator and Surfing Santa cohorts.

VisitSpaceCoast.com |

45

Detailing

attendee origin by zip code essentially

note that while both Surfing Santa and spectator parties

confirms this local vs non-local split. Approximately 29 per-

reveal modality in the 45-64 age bracket, Surfing Santa

cent of survey respondents called the Cocoa Beach/Cape

parties skew a bit older. In total, about 5 percent of Surfing

Canaveral area home, with another 46 percent residing in

Santa party members were 24 years of age or under, in com-

other parts of Brevard County (see Figure 3). About 18 per-

parison to about 26 percent of spectators.

cent of attendee parties arrived from other locales within the state of Florida, with the remaining 7-8 percent hailing

Gender distribution is detailed in Figure 5, which includes

from other regions within the U.S. It should be noted that

all members of the survey respondent’s party. While spec-

Figure 3 strictly focuses on survey respondents who were

tator parties tend to be weighted slightly towards females

primary purpose visitors, and thus, results in Figures 2 and 3

(55.3 vs. 44.7 percent), Surfing Santa parties are almost the

are not perfectly congruent.

mirror image, 53.6 percent male vs. 46.4 percent female.

This result is likely attributable to the fact that the Surfing Santas themselves are skewed towards males at a greater

FIGURE 3. PRIMARY ATTENDEE ORIGIN

BY ZIP CODE 0.0%

14.0%

28.0%

Cocoa Beach/ Cape Canaveral

42.0%

FIGURE 5. ATTENDEE DISTRIBUTION

BY GENDER 45.7%

Other Florida

75.0%

17.6%

South (GA, NC, SC, TN, VA)

2.9%

Northeast (MA, NJ, NY)

2.6%

Other (CA, SD)

56.0%

29%

Other Brevard County

Midwest (IA, IN, OH)

than 60 percent weight.

50.0%

1.8%

55.3%

53.6%

46.4%

44.7%

25.0%

0.6%

Figure 4 highlights the age distribution of survey respon-

0.0%

Male

dent parties, inclusive of the ages of all participants as de-

Surfing Santas

Spectators

tailed in the age demographic question. It is interesting to

Female

FIGURE 4. AGE DISTRIBUTION - SPECTATORS AND SURFING SANTAS 48.0% 36.0% 24.0%

21.7%

19.0% 13.4%

12.0% 0.0%

33.8%

32.4%

1.5% 17 or younger Spectators

46 | VisitSpaceCoast.com

7.4% 2.9% 18-24 Surfing Santas

8.5%

22.3%

11.8% 7.0%

7.4%

25-34

35-44

45-54

55-64

10.3%

65-74

0.7% 0.0% 75 or older

Finally, survey respondents were asked how many times

FIGURE 6. HOW MANY TIMES HAVE YOU PREVIOUSLY ATTENDED SURFING SANTAS?

they had previously attended Surfing Santas, and while the modal answer was first-timer (27.4 percent), almost one in two indicated they had participated in the event 3 or more

30.0% 27.4%

times. It is somewhat obvious that Surfing Santas has inspired a core group of loyal fans who have made the event a regular

22.5%

feature of their holiday plans.

15.0% 13.4% 13.4% 11.6%

15.0%

Along with their event affiliation, these stakeholders also 8.5%

7.5% 0.0%

generate economic activity along the Space Coast through 3.9%

First Time

1

2

Spectators

3

4

5

6

their trip-related purchases. But before we examine the 2.3% 2.1% 2.3% 7

8

9

participant expenditure patterns by visitor type, the Space Coast Tourism Journal had the opportunity for an extended sit-down with Surfing Santa’s George Trosset, and an edited transcript of that conversation can be found on the pages which follow.

The heart and soul of Surfing Santas are the surfing enthusiasts who populate the shoreline and navigate the ocean break, providing Christmas imagery and joy to all those in attendance.

VisitSpaceCoast.com |

47

AN INTERVIEW WITH

GEORGE TROSSET, C.F.O. (CHIEF FUN OFFICER) (GT)

Interviewer: Michael Slotkin, Space Coast

sold the business in 1998 to a national

more full time grandparents these days.

Tourism Journal and FIT (MS)

company called Marine Max. That in

What are some of the things that you do

itself was sort of unique because most

with your grandkids?

MS: Hi George, before we talk about this phenomenon you've created, I'd like to know more about George Trosset the person. Can you tell us about your background, family and professional life?

people get out of the boat business through bankruptcy court, and we ac-

GT: We do a lot of things closer to

tually made it through whole. Life’s

home. We've introduced them all to

been blessed. We have two kids, Trina and George, and over the years, our

surfing, and some of them like it, some of them don't (afraid of sharks and dif-

GT: Well, back in 1971 I married my

family has expanded with eight grand-

childhood sweetheart, Nihla, and I was

children to take care of, as well as run-

working for my dad’s boat business,

ning the Surfing Santas event. So now

But yeah, we spend a good deal of time

Brevard Boat Sales, in west Cocoa. By

we’re basically retired and trying to

with them. They're active in sports;

1979 I was lucky enough to take over

deal with kids and grandkids. We're

most of the boys are busy with base-

my dad’s business, so my wife and I

still active – going surfing in Costa

ball and soccer, so we go to their sport-

became the owners of Brevard Boat

Rica, skiing in Colorado – and we’re

Sales. It was definitely an adventure.

having the time of our lives.

We had our good years and bad, and

ferent things that float in the ocean).

ing events and just make sure we have a daily interaction with them in one

at times we really struggled with the

MS: When you're not working on the Surf-

way or another. We’re always toting

economy, but we stayed with it for

ing Santas event, or on the road actively

them somewhere in the car or just

a couple of decades and eventually

promoting it, I gather you're up to being

hanging out.

48 | VisitSpaceCoast.com

MS: So let’s go back in time a bit. It's 2009,

et. She sewed on some white Santa fur

ing. I was Santa, George and Brittany

and if you lived in this community, which

down the front, and made me a beard

were elves, and that was our first-ever

was definitely part of the housing bubble,

out of a white felt blanket. With the

Surfing Santas. Florida Today was there

things were quickly unraveling. And some-

outfit setup complete, I called my son on

to take a picture of us surfing. We had

how in the midst of all this turmoil, you

December 23, and said, “George, I need

one spectator, our 3-year-old grandson.

were inspired to create this idea of Surfing

you and Brittany (George Jr.’s wife) to be

But the picture carried the day. Some of

Santas. Please give us the backstory - how

at the beach house tomorrow morning

my friends saw it, and asked me about

did this happen?

at 9 o'clock, dressed as elves, and we're

it, and the next year, 19 people showed

going surfing.” My son had been doing

up to be Surfing Santas. Close friends,

GT: In November 2009, I saw a Honda

some late-minute shopping when he

people I've traveled with, people I knew

automobile commercial on television,

took my call, and he told me much lat-

well. The year after that, we had 84 San-

and it showed these guys surfing five, six

er on that when I made my request he

tas, and it was kind of like a Facebook

foot waves, dressed in full Santa suits,

basically looked down at his phone and

thing. It was friends of friends. I knew

getting tube rides and having a lot of

said, “Well, I thought dad had quit drink-

about half of the 84. The following year

fun. I immediately said to myself, “Well,

ing.” But being the good son that he is,

it was 150 or so, and I knew about 1/3

I want to be a surfing Santa.” So my wife

he bought a couple of elf outfits, came to

of those. Last year we had 837 Surfing

went to the thrift shop across from our

the beach house, and on Christmas Eve

Santas, and I probably know about 10 or

beach house and bought me a red jack-

day 2009 we paddled out and went surf-

15 percent of them.

VisitSpaceCoast.com |

49

MS: That's amazing. George, I guess I

the same for the pants. We quickly re-

he went to the dollar store and bought

know enough about surfing to intuit that

alized it's probably not that great of an

a white mop, and it's all twisted like

doing it with a Santa Claus outfit on isn't

idea to surf in a real Santa suit. So for

Rasta hair. So he has this white mop

the easiest thing to perform. How'd it go

the next year we went to a T-shirt com-

he puts on his head, he's shirtless

the first time out - was there a learning

pany in Rockledge, and they actually

curve?

printed some rash guards – basically

GT: Oh absolutely! The second year, when we had 19 Santas, several of them had gone to TJ Maxx or wherever and bought real Santa suits. I mean fully decked out – velour, coat, and pants – and we had a couple of near drownings. It was just plain dangerous. When the event was over, we had a 50-gallon garbage can full of water that we were using to rinse the salt out of the suits, and I put some pants in and a shirt, and as I pulled the shirt

a nylon-kind of a shirt that doesn't retain water – and we put Santa Claus

with his Rasta rainbow color baggies, and he's one of the stand outs in the crowd. We have Frosty the Snowman – he should melt when he hits the water, but somehow he stays together.

fuzz down the front as well as a belt.

We've had Shark Surfing Santa, Ninja

From 50 feet it looked like a Santa suit,

Surfing Santa, Red Bikini Sexy Surfing

up close, not so much. But it worked

Santa, elves, reindeer, and I mean you

well, and since then, just all kind of

name it, if it's something in or around

crazy things have happened.

the theme of Christmas, we've had them. And the cool thing is, we have

MS: Through the years you must have seen some crazy, eye-opening variations of the Surfing Santa attire. Can you give us a few that really stick out to you?

a contest and the best costume wins a Ricky Carroll custom surfboard. We layer candy-canes all over it…it’s really a gorgeous board.

out I'm like, “Holy cow!” I mean it had

GT: Well, most years Rasta Claus

MS: Let's turn to the production cycle.

to weigh 50-60 pounds, and probably

comes. A friend of mine, Rick Wermuth,

It's hard to believe it's been less than a

50 | VisitSpaceCoast.com

decade since that Christmas in 2009 when just one Surfing Santa and two elves glided onto Cocoa Beach. It's expected that in the neighborhood of 1,000 surfers may participate in the 2018 edition. What is involved today in terms of managing and promoting the event?

with management and coordination.

Surfing Santas as anybody, and here this

And we're selling T-shirts. I think this is

nurse was talking to her daughter about

GT: Well over the years it has transi-

our fifth year selling T-shirts – with the

going while she's in this coma. Last year

tioned from a fun gathering to a more

gross profit from the shirts going to the

we were able to do hospital visits at

dedicated fundraiser. So there's some

Florida Surf Museum, and another char-

Florida Hospital and Nemours, and this

planning ahead of time, trying to figure

ity called Grind for Life, a small cancer

year we went to Florida Hospital and

out things – the first couple years we

charity in downtown Cocoa Beach. I fig-

Arnold Palmer, and it's pretty cool. We

didn't have a stage, now there's a stage

ured, there's a guy in Cocoa Beach, Ron

involved. We didn't have entertainment,

have this camera and a high speed print-

somebody, he sells a lot of T-shirts, and

now we have a band, Hawaiian dancers

I figured if he could sell some T-shirts,

and costume contests. Up until 2013

and make a living at it, then we could sell

we held it down in South Cocoa Beach

a few T-shirts too.

er, and the kids that are well-enough, they come to a visitation room and get a picture with Surfing Santa. We have a great set-up with a lifeguard chair, the

at the beach house. And there was very

umbrella and the surfboard and all that,

limited parking, so for the longest time,

MS: Can you tell us about your outreach

Surfing Santas was the best kept secret

activities? I know you made appearances

in Cocoa Beach. We wouldn't talk about

at the Florida Hospital and Nemours as

it other than if you had been there, or

well as a Ronald McDonald House in Or-

if you had a friend that had been there,

lando. Can you discuss your pre-event

then you knew about it. And it was al-

visitation schedule?

ways on December 24 at 8 o'clock. But

GT: Well, last year Deborah Webster at

at our beach house, there's no parking

the Space Coast Office of Tourism, her

on the ocean side of the road, the park-

daughter dealt with a severe medical is-

ing's all on the river side of A1A. So to

sue, and she spent a lot of time at Florida

get to the event was a little bit tricky,

Hospital, and Nemours. She told me this

and if you got a kid, surfboard, beach

story. Her daughter's in a medically in-

chair, cooler, whatever and you're try-

duced coma, and Deborah comes in the

ing to cross A1A with 50 miles an hour

room one day, and there's a nurse mea-

traffic, it's dangerous. We were for-

suring her daughter, like how long her

tunate in 2014 that the city of Cocoa

legs are, her body, etc. Deborah wasn't

Beach invited us downtown to host the

sure what was up, so she says to the

event in downtown Cocoa Beach right

nurse, “What's going on?” The nurse in-

MS: Most of the stories on the event focus

on Minutemen Causeway. At that point,

formed her that she goes to this event in

on Surfing Santas as a cultural phenom-

the Florida Surf Museum, which is a

Cocoa Beach called Surfing Santas, and

enon, but as we talked about earlier, the

501c non-profit in Cocoa Beach (they're

when her daughter gets better, “We're

marketing impact for the Space Coast is

in the Ron Jon complex of buildings),

taking her to Surfing Santas,” and Deb-

enormous. Can you review some of the

they took over the event as an event

orah almost fell out of her chair.

You

available statistics on the exposure our

sponsor, or production really, because

see, working at the Space Coast Office

community receives solely based on your

they had volunteers that could help

of Tourism, she knows as much about

event?

so it's kind of a nice diversion for the day.

Then the kids that aren’t well-enough, we get pictures bedside with them, and then come back and print them and send them back to the room with little Christmas card we’ve put together. So it's one of those things that have evolved out of Surfing Santas that's pretty darn cool.

Because what I’ve learned through the years is that Surfing Santas make people smile. When you talk about Surfing Santas, if you see a Surfing Santa, if you see a picture or a video of a Surfing Santa, it makes you get a little giggle, it makes you smile.

VisitSpaceCoast.com |

51

GT: We get these wonderfully, crazy

ing at our website, so it's a good thing,

gether, they pushed the event out on

media stories. Let’s face it, it's a bit of a

and the concept has spread. A few

Facebook, and they had it at a differ-

quirky event, with great pictures, and

years back, I'm at a baseball game with

ent beach with no permit. They had 75

the story comes out on Christmas Day,

my grandson – he plays for Rockledge

people show up their first year. Later

typically a slow news day. We didn't

High – and my phone rings, and this

on, this group got together and de-

plan on Surfing Santas becoming some

guy introduces himself as Robin Van

cided they wanted to do a Guinness

global phenomenon, but it seems to

Der Creek from Australia. He tells

World Record for the World’s Largest

be going there. So far this year we've

me he makes these really cool surfing

Surf Lesson. Got the Guinness permis-

been in a Fodors.com article, 11 Things

Santa rash guards, and he would like

sion, put it all together, and they did it

to Do in Florida for Christmas, where

to arrange for us to sell them for him.

in Santa suits, just to get a rise out of

we're number two. Coastal Living pub-

It's kind of a nylon – cuts down on the

me. But hey, it’s ultimately a reflection

lished, 10 Things to Do on Christmas in

weight – it's even got the Ho-Ho- Ho

on us, and the concept we created.

Florida, we're number one. According

on the back. A guy from Australia is

The Australia event usually takes place

to the Space Coast Office of Tourism

calling me about our little Surfing San-

on December 22, and I’m glad they’re

who tracks all our media, during the

ta event. He tells me that one day he

doing well.

past two years we’ve had over one bil-

wants to start a Surfing Santa event,

lion media impressions, or as I like to

and I said, “Dude, what are you waiting

MS: It would be an understatement to say

say, “a billion smiles.” Heck, we’re even

for?” He went and asked for a permit

you’ve got something big coming up. On

up on a billboard in Times Square. We

at his favorite beach in Sydney, and

December 17 actually, Surfing Santas will

get the notoriety, and people are look-

was told no, so he got his friends to-

experience its next game changer with its

52 | VisitSpaceCoast.com

debut on a Hallmark Channel Christmas

zy things that happen, and they told us

MS: That’s wonderful news, George. Let

Special. What will we see, and how did

that we're on the show! And I’m just so

me wrap our conversation by asking

this foray onto cable television unfold

thankful for all the success we’ve had,

what's next for Surfing Santas? Any fu-

for you?

and all the folks who have taken an

GT: Last year, a guy calls from Houston and tells me they’re doing a Christmas special called Christmas Across America. They're going out and filming different events across the country, and they'd like to come and film Surfing Santas. I said, “So how does it work?” and he responds, “We send a production crew, and then we go try to sell this story to like Travel Channel or whoever.” And on Christmas Eve

interest in us and helped us along the

ture plans or wish list items?

way. Let me give you one example of

GT: Well, in 2015 a friend of mine said,

the type of interactions I’m blessed to

“Hey George! Let’s go to a Jimmy Buf-

receive. Last year, Florida Beer Com-

fet concert.” So we went to Paris to

pany decided they wanted to make a Surfing Santa beer. Well, in order for beer to go from a manufacturer to a bar, it has to go through a distributor.

Their distributor is Carroll Distribut-

see Jimmy Buffet with my wife, Paul and his girlfriend, and another friend, Jack and his wife. I wore some Surfing Santa apparel at the concert, and we

ing in Rockledge, so I went there and

met Jimmy Buffet's pilot. I had some

met Ron Chabot, the marketing guy

Surfing Santa stuff with me, and I gave

at Carroll. They're the Budweiser dis-

last year, a crew shows up and I mean

it to the pilot to give to Jimmy. Then

tributor in town. We come back to this

they had a camera way nicer than any-

he reported back that he had given

little office to talk about Surfing San-

thing you see on the television news,

it to him, and said that he owed me a

tas, and before we even get started he

I mean it's this big around, it's got a

says, "I'm glad you found us. We were

lens like this, and they're down on the

looking for you. I just asked somebody

beach and they're interviewing peo-

to go find you." He goes on, "Yeah, we

ple on the beach, they're videoing the

know about your event. We love your

Christmas album that came out in

stage, videoing the surfers, the crowd,

event, and we want to get behind you

2016. And I'm pretty sure he's wear-

and it was pretty cool that someone

in a big way." I shared my pitch, showed

ing the shirt! It's one of those things,

thought enough of our event to put

him my pictures, and talked about ev-

you know, if you talk about it some-

us in a Christmas special, right? Well

erything. He goes, "Here's what we're

times it does happen. My goal is for

lo and behold, this Christmas Across

going to do for you - we're going to

America was bought from these guys

some day to have Jimmy Buffet write a

give you $2,000 for your event, and

in Houston by Hallmark, so divine in-

we're going to give you six digital bill-

tervention, I don't know. There’s just

boards across Brevard County, start-

a lot of cool things going on. It's a one

ing on December 1 through the end

hour show, and it's about how people

of the month." And he gave us six last

pen. Might not be this year or next, but

celebrate Christmas across America.

year and this year we got eight digital

it will happen!

I think there's Christmas in Indiana,

billboards. These things just keep hap-

maybe a town called Christmas or

pening for us, and we’re just incredibly

something, some light shows, and cra-

thankful.

picture of Jimmy wearing the Surfing Santa outfit. I didn't get the picture, but I kind of got it, because this is his

fun song about Surfing Santas, record it, and then come play it at our event.

And one of these days, it's going hap-

(This interview has been edited for brevity and clarity) n VisitSpaceCoast.com |

53

Visitor Expenditures

Economic Impact

In addition to the pure joy and entertainment factor as-

lated for both the spectator and Surfing Santas cohorts, so

sociated with a holiday celebration, Surfing Santas partic-

that four color-coded data-points are provided. It should

ipants and spectators make expenditures on an array of

be noted that with any non-local visitation segment, only

goods and services, providing a boost to the Space Coast

primary attendees are tabulated, those respondents that

economy. Survey respondents were asked about the dollar

indicated that Surfing Santas was their primary reason for

purchases they transacted within the confines of Brevard

visiting the Space Coast.

County, along seven categories of expenditure: lodging, restaurants, recreation, retail purchases, gasoline, local transportation, and miscellaneous service purchases. With respect to overnight visitors, Figure 7 details this breakdown of categorical spending on a per person and per person per day basis. For completeness, these values are tabu-

FIGURE 7. OVERNIGHTERS SPENDING BY CATEGORY AND PARTICIPANT TYPE $0

$75

$225

$300

$82

$40

Lodging

$150

$60

eraged to about $173, which reduces to about $115 per day. For Surfing Santa participants and their party members, the associated values were $285 and $171, respectively. Though not depicted in Figure 7, overnight spectators had an average per party spend of about $575 for their trip, while the Surfing Santas cohort expended about $1,235 per party. The differences can, in good measure, be attributed to the fact that Surfing Santas participant parties were larger (4.33 vs. 3.31 persons), stayed longer (1.7 vs. 1.5 nights), and procured more rooms (2.3 vs 1.8 room nights). For both cohorts, dining and accommodations rep-

$137

resented in the neighborhood of 70 percent of their total

$42 $39

Restaurants

Examining the overnighters, spending per spectator av-

expenditures.

$69 $58

It should be intuitive that daytrip visitors, due to the absence of lodging expenditures and reduced restaurant

Recreation

$18 $10 $31 $16

party and per person averages are detailed in Figure 8, by

Retail

$14 $17 $23 $26

Gas

$6 $4 $10 $6

$0 $2 Local Transporation $0 $2 Other Expenses

$9 $4 $15 $6

Total

purchases, yield much lower spending propensities. For the Surfing Santas participant and spectator segments, per category of spending. The dollar value per person is also synonymous with an average daily spend due to the withSurfing Santa Daily Spending per Person Spectator Daily Spending per Person Surfing Santa Spending per Person Spectator Spending per Person

in day experience. Overall, spectator parties spent about $188 during their Space Coast visit, which on a per person basis translated into about $53. With respect to Surfing Santas participant parties, the numbers were very similar, averaging to about $203 and $48, respectively. For both segments, restaurant and retail purchases comprised a significantly large percentage of the total spend.

$115

Local attendees, due to the absence of lodging expen-

$171 $173

diture, reduced restaurant purchases, and the elimination $285

of non-applicable categories, typically generate the lowest level of spending. Overall, local spectator parties spent

54 | VisitSpaceCoast.com

FIGURE 8. DAYTRIPPERS SPENDING BY CATEGORY AND PARTICIPANT TYPE $0

$56

$113

$169

FIGURE 9. LOCAL ATTENDEES SPENDING

BY CATEGORY AND PARTICIPANT TYPE $0

$225

Recreation

$0 $7

Retail $9 Gas

$85 $106

$20 $30 $2

$4 $4

Restaurants

$90

$120

$46 $47

$10 $13

$0 $0 Recreation $0 $0

$26

$31 $22 $18 $15

$92 Retail

Surfing Santa Spending per Party Spectator Spending per Party Surfing Santa Spending per Person Spectator Spending per Person

$6 $7 Local Transporation $1 $2 $0 $4 Other Expenses $0 $1 Total

$60

$0 $0 Lodging $0 $0

$0 $0 Lodging $0 $0 Restaurants

$30

$0 $0 Gas $0 $0

Surfing Santa Spending per Party Spectator Spending per Party Surfing Santa Spending per Person Spectator Spending per Person

$6 $5 Local Transporation $1 $1 $6 Other Expenses

$48 $53

$7 $10

$31 $36

$2 $6

$21

$88

$203 $188

Total

$20

$109

$30

about $109 during their excursion, which on a per person ba-

Orange County in January-February 2019 as the musical

sis translated into about $30. For Surfing Santas participant

“Hamilton” made its multi-week Orlando run. So to the extent

parties, the respective values were $88 and $20, respectively.

that an event deflects residents (and their $) from leaving the

A heathy and lively debate exists concerning the inclusion of local attendee spending in an economic impact assessment. Conventional wisdom amongst tourism officials is that resident spending is irrelevant, as within the context of a local economy, those dollars expended would have circulated (been spent) anyway. But that assumption may not be entirely valid. The absence of a spending opportunity within an area

home community, it can generate a “locals-based” economic impact.

Invoking this assumption necessitates supportable reasons, whether logic or data-based. For Surfing Santas, while it is probably true that some local families remained in town for the event rather than taking an out-of-area excursion, the ef-

can facilitate the “leaking” away of local dollars by process of

fect is probably modest and so the ensuing analysis baselines

outward migration, as residents find non-local draws to sat-

with the exclusion of local spending impacts. However, we do

isfy their leisure and recreational tastes. To understand this

provide what those impacts would be so that the discerning

idea better one would only have to consider the volume of

reader can choose for themselves if they want to augment

Brevard County dollars that leaked out into neighboring

that baseline figure by some percent or factor.

VisitSpaceCoast.com |

55

Economic Impact

Santas related purchases expend their earnings on an array

The economic impact of the 2018 Surfing Santas is an es-

of consumer goods and services, much of which occurs locally.

timate of the flows of spending associated with the event

Leakages out of the local economy occur in the form of

and their identified changes in sales, income, and employ-

taxes, savings, profits to out-of-area residents, and pay-

ment within Brevard County. Impacts are estimated via

ments for goods and services from outside the study region

input-output modeling, where an input-output model de-

(i.e., imports). These leakages are the foundational reason

scribes the flows of economic activity between production

why the multiplier process, rather than working in perpe-

sectors, capturing what industries must purchase from one

tuity, exhausts itself and terminates. Economic impacts are

another in order to produce goods and services.

stated in terms of sales, income, and employment. Income or value-added describes the payments made by industry

An input-output model for the economy of Brevard County

to wages, interest, profits, and indirect business taxes. It

was constructed using IMPLAN™ (www.implan.com), an inte-

is analogous to the gross domestic product estimates fre-

grated software and data package used by more than 1,300

quently cited in business/macroeconomic reports.

academic institutions, federal and state government agencies, and private consulting firms. Expenditures associated

In Figures 7 and 8 the spending per person for overnight

with Surfing Santas were then applied to IMPLAN’s™ social

and daytrip spectators and Surfing Santas were presented.

accounting model which factors in commuting, tax, and saving

Utilizing the estimates of 10,000 spectators and 800 surf-

behavior by households in establishing multiplier effects.

er/participants, the population counts for overnight and daytrip spectators and Surfing Santas participants can be

Due to forward and backward linkages within an econ-

established. By recognizing first that not all visitors to the

omy, a multiplier process unfolds whereby an initial round

area were there primarily because of Surfing Santas, and

of spending (the direct effect) generates secondary effects

second, that some of the members of Surfing Santa partic-

(both indirect and induced). Indirect effects are changes in

ipant parties were themselves spectators (this avoids dou-

production that occur along the supply-chain; for example,

ble-counting), it was estimated that a little over 500 over-

an increase in restaurant meal purchases triggers production

nighters and 850 daytrippers could be apportioned, in total,

responses from food and beverage vendors that supply eat-

to the respective cohort groups. These population counts,

ing and drinking establishments. In contrast, induced effects

combined with per person spending averages, inform the

represent changes in economic activity resulting from income

IMPLAN™ model, which implies that just under 13 percent

changes, or in other words, workers supported by Surfing

(i.e., 1,350/10,800) of the event’s census drives the analysis.

TABLE 1: THE ECONOMIC IMPACT OF THE 2018 SURFING SANTAS Direct Effect

Indirect Effect

Induced Effect

Total Effect

The Multiplier

Employment

2.7

0.4

0.4

3.6

1.33

Labor Income

$63,427

$15,057

$16,662

$95,146

1.50

Value Added

$87,075

$25,035

$29,978

$142,087

1.63

Output

$170,183

$47,640

$52,627

$270,451

1.59

56 | VisitSpaceCoast.com

Table 1 unveils the 2018 Surfing Santas economic impacts,

effects were and how they led to a final total effect that was a

which includes the contribution from Surfing Santas modest

factor greater than the initial change in expenditure (i.e., the

operation budget (i.e., $9,000). All told, the expenditure flows

direct effect). The last column in Table 1 presents the employ-

associated with the event generated a total output (sales)

ment, income, and sales multipliers for this study, which are

effect of about $270,000, and a total income effect (i.e., val-

based on the composition of spending by industrial category.

ue-added) of about $142,000. Because some sales are actual-

Focusing on sales, in aggregate, each dollar of expenditure

ly inputs in the production of other final goods, income creat-

precipitated by the 2018 Surfing Santas generated an addi-

ed is always a subset of the sales impact. Income includes both

tional 59 cents of sales.

labor and non-labor compensation (i.e., dividends, interest, and rents); for convenience, the subset of total income gen-

Finally, while Table 1 excludes any impact from resident

erated that would accrue solely to labor is also provided (i.e.,

expenditures, it is stipulated here that the local contribution

$95,000). Finally, the level of sales activity produced by the

would have amounted to about $265,000 in output and about

2018 Surfing Santas would support 3.6 full and part-time jobs.

$143,000 in value-added. In essence, the local contribution would double the event’s estimated economic impact. Each

Earlier in this report, a discussion of the multiplier process was provided which explained what the indirect and induced

reviewer can decide for themselves whether or not to include any of the impact from locals.

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57

Surfing Santas – Final Perspectives We close this Surfing Santas report by examining a few internal marketing and promotion queries, indicative of the pathways by which people become familiar with the event

FIGURE 10. HOW DID YOU HEAR ABOUT SURFING SANTAS? 0.0%

and the brand loyalty it instills. For example, all survey re-

25.0%

spondents were asked how they heard about Surfing San-

I Attended in Prior Years

tas. Possible pathways included: I attended in prior years,

Social Media

saw a sign or billboard, National/International television, news outlet or newspaper, local newspaper, social media,

Surfing Santas Website or Facebook page

Surfing Santas website or Facebook page, word of mouth,

Word of Mouth

radio and, VisitSpaceCoast.com. Respondents did have the

Local Newspaper

ability to choose more than one answer. Figure 10 details

National/Int’l TV, News Outlet or Newspaper

6.5%

VisitSpaceCoast.com

4.9%

the distribution of responses, with the top three consisting of “I have attended in prior years” (63.6 percent), “Social Media” (42.9 percent), and the “Surfing Santas website or Facebook page” (37 percent). While the importance of social media is transparent, word of mouth contact is still a valuable contributor to the event’s support, and traditional newspaper coverage and television still plays a modest role.

50.0%

75.0% 63.6%

42.9% 37.0% 27.6% 11.4%

Saw a Sign or Billboard

2.1%

Radio

1.6%

organization which provides financial assistance to cancer patients. Revenue donation is derived via the proceeds from T-shirt and rash guard sales, and survey respondents

While Surfing Santas is revered as a festive, beach cele-

were asked about their purchasing activity and plans with

bration of surfing and Christmas imagery, it is also a fund-

respect to these items (see Figure 11). About half the re-

raiser for the Florida Surf Museum and Grind for Life, an

spondents indicated that they had purchased a T-shirt or

58 | VisitSpaceCoast.com

rash guard either at the event or online, and another 22 per-

FIGURE 12. WITHIN THE NEXT TWO YEARS, WHAT IS THE LIKELIHOOD YOU’LL ...

cent intimated that they regret not doing so.

FIGURE 11. DID YOU PURCHASE A SURFING SANTAS T-SHIRT OR RASH GUARD? 0.0% Yes, I purchased one at the event

37.5% 29.2%

Yes, I purchased one at SurfingSantas.org

21.2%

No, I did not purchase one but wish I had!

22.2%

No, I did not purchase one

27.4%

100.0% 80.9% 82.7% 75.0% 50.0% 25.0% 3.9% 5.7% 0.0% 1.0% 1.3% 0.8% 1.0% 1 2 3 1 = Completely unlikely!

Refer a Friend to Surfing Santas?

13.4% 9.3% 4

5

5 = Already have done it!

OR I will definitely be back!

Return to Surfing Santas?

Finally, Figures 12 delves in to the twin notions of referral and return, by ascertaining: 1) the respondent’s willingness to

It is self-evident that the marketing dynamo that is Surfing

endorse the event by encouraging friends to attend; and, 2)

Santas has at its core both a passion and loyalty engendered

the respondent’s likelihood of return visitation. When asked,

from its participants. Surfing Santas are now immortalized in

“Within the next two years, what is the likelihood you’ll:

song and on video, merchandised in stores and online, and are

a) refer a friend to Surfing Santas?” and “b) return to Surf-

cropping all over the globe. And why not? As our good friend

ing Santas?”, survey respondents clearly indicated both high

George Trosset reminds us, “Surfing Santas makes people

likelihoods of referral (81 percent have already done it!) and

smile!” Come 8 a.m., December 24, 2019, at the intersection

profound likelihoods of return (almost 83 percent report that

of Minuteman and AIA, we’ll see you on the beach! n

“[they] will definitely be back”).

For more information visit SurfingSantas.org.

VisitSpaceCoast.com |

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60 | VisitSpaceCoast.com

FLORIDA’S SPACE COAST:

BY DUANE DE FREESE, Ph.D.

The Indian River Lagoon vital signs wheel is the heart of the new IRL Comprehensive Conservation and Management Plan - “Looking Ahead to 2030”. Thirty-two vital signs align with the Indian River Lagoon National Estuary Program Mission: “One Lagoon – One Community – One Voice”. Every citizen, scientist, local community, public agency, and stakeholder can view Vital Signs individually and collectively as an IRL “Call to Action.” All Vital Signs point inwardly towards the center of the wheel and a healthy lagoon. What is your role and opportunity to help restore and protect the IRL? Identify which Vital Sign(s) correspond to your responsibility, authority, or opportunity. If you are responsible or interested in solving a problem within a Vital Sign, take action to fix the problem.

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Celebrating the 50th Anniversary of 62 | VisitSpaceCoast.com

CELEBRATING THE 50TH ANNIVERSARY OF APOLLO 11: JULY 12-16, 2019

BY SHERRY JENSEN, Ph.D

This year Florida’s Space Coast finds itself included in CNN Travel’s 19 Places to Travel in 2019. Why is the 72mile Space Coast in the company of exotic locales such as Ancient Egypt, Peru, and the Grand Canyon? The answer: July 16, 2019. This date marks the 50th anniversary of the Apollo 11 launch, the mission that landed Neil Armstrong and Buzz Aldrin on the surface of the Moon.

This monumental moment in world history began at Kennedy Space Center in Cape Canaveral, Florida.

The development of the space industry bestowed upon Brevard County the moniker of the Space Coast and provided fuel to its nascent tourism industry as visitors began to flock to the region to witness launches from Cape Canaveral. An estimated local audience of 1 million people, more than quadruple the population of Brevard County at the time, lined the beaches of the Space Coast to view the Apollo 11 launch. This summer, July 12-16, 2019, the Space Coast will once again

Apollo 11

welcome visitors for Apollo 11 in honor of the mission’s 50th anniversary celebration. With a packed itinerary spread over five days, the festivities will culminate with the Celebrating Apollo Gala, which will coincide to the day with the 50th anniversary of the Apollo 11 launch.

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The Astronaut Scholarship Foundation (ASF), along with the Aldrin Family Foundation, Kennedy Space Center Visitor Complex, Florida’s Space Coast Office of Tourism and a number of supporting sponsors, has organized the celebratory activities. Founded in 1984 by the six surviving Mercury 7 astronauts (S. Carpenter, G. Cooper, J. Glenn, W. Schirra, A. Shepard and D. Slayton); Betty Grissom (wife of the 7th astronaut, G. Grissom); William Douglas M.D. (the Project Mercury flight surgeon); and Henri Landwirth (Orlando businessman and friend), the ASF was created as a non-profit organization with the founding principle of giving back. In 1986, ASF awarded seven scholarships to students of science; today it funds more than 50 scholarships each year to junior and senior level STEM majors, making it one of the largest private merit-based scholarships in the nation. But ASF scholars receive more than just financial support for their pursuit of scientific excellence. Laura Cutchens, ASF Executive Vice President, highlights that ASF scholars have a lifelong relationship with the Foundation fostered through a mentorship program.

Both the mission and vision of the ASF are noble, “To aid the United States in retaining its world leadership in technology and innovation by supporting the very best and brightest scholars in science, technology, engineering and mathematics while commemorating the legacy of America’s pioneering astronauts” and “to inspire, encourage, and facilitate Astronaut Scholars to embody the highly respected astronaut characteristics, such as intelligence, ambition, self-motivation, high ethical standards, persistence, tenacity, adaptability, and a passion for science, exploration, and innovation.” Given its mission and vision, it is fitting that the ASF is one of the key players to organize the 50th anniversary festivities. With a combination of ticketed and free events, the multi-day schedule “has something for everyone,” says the ASF. The activities offer the opportunity for the entire community—Space Coast locals and visitors of all ages alike—to celebrate the space program and the accomplishments of the past while looking to the future.

Cutchens stresses that by purchasing tickets to attend the celebratory events you are “helping our nation to remain on the forefront of science and technology…and continuing the mission started by the Mercury 7 astronauts.”

64 | VisitSpaceCoast.com

Astronaut Golf Tournament

Astronaut Walking Pub Crawl

The celebration will begin with the Astronaut Golf Tour-

Historic Cocoa Village, the downtown scene of Cocoa,

nament on Friday, July 12. The tournament will take place at

is proud host the Astronaut Walking Pub Crawl on Friday,

Drive Shack Orlando, the only site in the line-up located in-

July 12. Visitors are welcome to walk along the historic,

land from the Space Coast. The connection of golf to space

tree-lined streets and enjoy the relaxing atmosphere of the

exploration has a humorous and well-publicized background.

riverside community. For the pub crawl, stroll from venue to

On February 6, 1971, about a year and a half after Neil Arm-

venue while socializing with astronauts and fellow space en-

strong’s first steps on the Moon, Alan Shepard, as described

thusiasts. Don’t take yourself too seriously though. The best

by the American Physical Society, “became the first man to experimentally investigate the ballistic properties of textured polymer spheres in non-terrestrial gravitational fields.” In layman’s terms, he hit a golf ball on the Moon. The first shot may have landed in a crater, but Shepard is said to have claimed his second shot traveled for “miles and miles.” While Shep-

space-themed attire will win you a prize! Plus, the astronauts are sure to share stories, both profound and comedic, of their time in space. Ticketed participants will enjoy this evening reminiscent of nights from decades ago when astronauts and celebrities frequented Space Coast establishments.

ard likely exaggerated, astrophysicist and blogger Ethan Siegel reports a perfect shot on the Moon could travel 2.5 miles.

Three hours of tournament play will begin at 10 a.m. with the skills competition commencing at 12:30 p.m. The add-on of a Moon Ticket provides you the chance to swing with a replica of Shepard’s club. You can rival that 2.5 mile shot for the longest drive competition and vie for closest to the pin!

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Astronaut Parade The Space Coast community will show its support for our nation’s astronauts on Saturday, July 13 during the Astronaut Parade. The parade will both begin (9:30 a.m.) and end (11:30 a.m.) at the intersection of N. 4th Street/N. Brevard Avenue/N. Orlando Avenue in the city of Cocoa Beach. Traditionally, Corvettes transported our heroes in the astro-

reports that participants will have the opportunity to be up close and personal with parade floats.

Celebrating Apollo Outdoor Concert Sponsored by Delaware North, Florida’s Space Coast Office of Tourism, and Deuterman Productions, the community at large will be treated to the Celebrating Apollo Outdoor Concert. Edison’s Children, of whom Neil Armstrong’s

naut parades of the past. Today, Teslas will share the hon-

son Rick Armstrong is a member, will be the opening band

or with the local Cape Kennedy Corvette Club. The club

for this free concert featuring Alan Parsons. Parsons’ ca-

was established in 1967 and many of its original members

reer began at Abbey Road Studios during the Apollo age,

worked at Kennedy Space Center. At the time of publica-

and through the ensuing decades he enjoyed commercial

tion, astronauts Scott Altman and Jeff Hoffman are slated

success as an audio engineer, songwriter, musician, and

to participate in the parade with more names to come. Me-

producer. Bring your lawn chair and enjoy this concert by

lissa Byron, Director of Marketing and Economic Develop-

Grammy-nominated Parsons at Cocoa’s Riverfront Park in

ment for the City of Cocoa Beach, is excited for the city to

Cocoa Village. The venue opens at 5 p.m. on the evening of

sponsor the parade and the street festival that will com-

July 13, and the show starts at 6 p.m. Want a VIP experi-

mence after the parade’s conclusion. In addition to enjoying

ence? Purchase an advance ticket for access to the VIP tent

the food and fun offerings of Cocoa Beach’s vendors, Byron

and reserved seating with food and drink.

66 | VisitSpaceCoast.com

The Families of Apollo—Brunch & Panel Discussion, Women in Space Panel, & Future of Space Panel

(KSCVC). Share the room with astronauts and stand beneath the 363 feet Saturn V rocket, the largest rocket ever flown, as the newly renovated attraction is revealed for the first time at this grand re-opening. Therrin Protze, Chief Operating Officer

A series of panel discussions will be hosted at the Courtyard

of KSCVC, reports that the Apollo Saturn V Center Complex is

by Marriott Cocoa Beach on Sunday, July 14. The day begins

“all new—inside and out—with new exhibits, a new layout, and

with the Families of Apollo panel discussion at 10:30 a.m. At

new highlights that celebrate the 50th anniversary of Apollo

this ticketed event, children of Apollo astronauts will share

11.” Every astronaut who embarked on the Moon’s surface,

their perspectives on the Apollo era while attendees enjoy

beginning with Neil Armstrong and Buzz Aldrin, was launched

brunch. The second panel of the day at 1:30 p.m. will discuss

atop a Saturn V rocket from the Kennedy Space Center.

Women in Space. Composed of astronauts and NASA employees, the panel will highlight women’s contributions to space

Celebrating Apollo Gala

exploration. Concluding the panel series, both astronauts and industry leaders will discuss the Future of Space in the final discussion at 3 p.m. Both Women in Space and the Future of Space panels are free and open to the public.

Hosted by the Aldrin Family Foundation, the Celebrating Apollo Gala, Space for a Better World, will be held at the Apollo Saturn V Center on Tuesday, July 16, exactly 50 years to the day of the Apollo 11 launch. The Aldrin Family Foundation

VIP Private Viewing of Apollo Saturn V Center

“strives to cultivate the next generation of space leaders, en-

After an informative day of panel discussions, there is the

tribute to humanity’s (seemingly) impossible achievement of

opportunity to attend a VIP private viewing of the Apollo Sat-

reaching the Moon, from our first steps to tomorrow’s giant

urn V Center at the Kennedy Space Center Visitor Complex

leaps in space.”

trepreneurs and explorers who will extend human habitation beyond the Earth to the Moon and Mars.” The gala will “pay

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67

The Foundation

will host 500 guests in a theme

Commemorative Coin

of golden galactic attire beneath the Saturn V rocket, the power of which launched our astronauts to the lunar sur-

The Apollo 11 golden anniversary has also been com-

face, to “not only celebrate the historic accomplishments of

memorated by the United States Mint with the issuance of

the past, but also examine how Planet Earth benefits from

the Apollo 11 Commemorative Coin. The domed coin’s ob-

the world’s common interest in making giant leaps in tech-

verse side is marked by the inscriptions “MERCURY,” “GEM-

nology and engineering.” Attendees are assured a memora-

INI” and “APOLLO,” separated by the phases of the Moon,

ble evening with the promise of future connections forged

and a footprint on the lunar surface. The reverse side of the

among like-minded space enthusiasts. The gala is bookend-

coin features a representation of the iconic image of Neil

ed by additional events: the prior night’s sponsor dinner at

Armstrong, the American flag, and the lunar lander reflect-

the Heroes and Legends Exhibition Space inside the KSC

ed in Buzz Aldrin’s visor.

Visitor Complex; the After-Show; and a VIP breakfast the following morning.

In his letter to Congress to support the passage of the 50th Anniversary Commemorative Coin Act, Michael

The Aldrin Family Foundation identifies notable attend-

Collins, Apollo 11’s command module pilot, wrote, “This

ees including: “Apollo, shuttle and International Space Sta-

[bill] highlights the significant impact of 300,000 men and

tion astronauts, flight directors and space legends, Apollo

women across the U.S. who directly contributed to the suc-

families, NASA executives, celebrities and global movers

cess of the Apollo mission and celebrates our nation’s en-

and shakers, international media, space collectors and edu-

during commitment to space discovery.”

cators.” Guests will be privileged to hear never-before-told onstage stories from space legends and former Christie’s

Apollo 11 lunar module pilot, Buzz Aldrin also wrote

auctioneer, Charles Antin, will facilitate the night’s live auc-

Congress stating, “The Apollo 11 50th anniversary coin cel-

tion featuring coveted Apollo memorabilia that once trav-

ebrates American ingenuity and our spirit of space explora-

eled to the Moon and bears the signature of astronauts.

tion. Moreover, these coins will support college scholarships

Not a lucky gala ticket holder? A silent auction goes live

for future scientists, engineers, and astronauts; benefit the

on July 1, 2019 with items available for viewing in June at

National Air and Space Museum’s new Destination Moon

501Auctions.com/Apollo50thGala. Proceeds from the Cel-

exhibit; and honor astronauts who have fallen in the line of

ebrating Apollo Gala will raise funds for STEAM education,

duty.” Purchasing a coin allows you to not only honor this im-

benefiting both the Aldrin Family Foundation and the As-

portant achievement in American history but to contribute

tronaut Scholarship Foundation.

to future successes in science and space exploration.

68 | VisitSpaceCoast.com

The People’s Moon Finally, The People’s Moon (ThePeoplesMoon.com) invites participants to celebrate this golden anniversary of the Moon landing by contributing photos, videos, and stories to a live gallery feed. From these public submissions, an enormous mosaic will reveal an iconic Apollo 11 image at locations across the globe on July 20, 2019, the 50th anniversary of the lunar landing. This unique project is a partnership among the

ter renovations will be complete this summer. KSCVC’s new

People’s Picture, Lunar Window, and the Aldrin Family Foun-

marketing campaign encourages us all to “Look Up,” and there

dation. The People’s Moon reminds us, “No matter where you

will surely be activity in the sky this year with the projected

are in the world, no matter how much or how little money you

number of launches from the Space Coast.

make, no matter where you grew up, we all share the same Moon to dream upon.”

Ben Malik, Mayor of Cocoa Beach, readily identifies that his city is benefiting from the resurgence of the space indus-

Dreams of space exploration continue to flourish here on

try and the return to manned space flight. “It has sparked

Florida’s Space Coast. On January 11, 2019, a Washington

increased interest in tourism to view the launches and en-

Post headline proclaimed, Why 2019 is Shaping Up to be

joy our beaches. Visitors may soon be able to book an outer

a Stellar Year for Space Exploration. Christian Davenport

space flight instead of a cruise,” he mentioned.

wrote, “Though the prospect of the return of human spaceflight from U.S. soil has at times seemed like a mirage, NASA’s astronauts could this year return to space from Florida’s

“The space race drove America to shoot for the Moon, but the spirit that came out of the Apollo missions was ‘We Came

Space Coast...” He continued, “If successful, it would punc-

in Peace for all Mankind.’ Space unites us in a way that nothing

tuate a year that government and industry officials believe

else can and provides endless inspiration for people all over

could mark a turning point in the U.S. space program, which

the world,” declares the Aldrin Family Foundation. On July

could see all sorts of new milestones as NASA celebrates the

20, 1969 an estimated 530 million people were witness to the

50th anniversary of the lunar landing.”

television broadcast of Armstrong’s infamous phrase, “One small step for a man, one giant leap for mankind.”

Jennifer Sugarman, President of the Cocoa Beach Regional Chamber of Commerce, says the excitement is “palpable.” It

“All of our barriers in the world went down, and everyone

resonates from the members of her organization from across

celebrated that moment in history,” said Protze. It is in the

all industries, not only hospitality and tourism, and extends

spirit of global harmony that the Space Coast welcomes vis-

beyond the 50th anniversary events to the entirety of 2019.

itors from near and far to the beachside community where it

“The world is watching us once again,” states Sugarman. Her

all started. Join us for the 50th anniversary of Apollo 11 and

office has fielded more international inquiries this year than

may you enjoy a renewed sense of unity and inspiration.

in the previous years of her tenure at the chamber. As sending humans back into space is quickly approaching, Sugarman sees this as an opportunity for a connection to be fused between the current generation and the generations who were witness to the Apollo missions.

For more information and up-to-date details, visit the Astronaut Scholarship Foundation at AstronautScholarship. org/CelebratingApollo. n The author would like to thank Melissa Byron, Laura Cutchens,

Therrin Protze, COO of the Kennedy Space Center Visitor

Rusty Fisher, Hugh Harris, Jim Lewis, Ben Malik, Therrin Prot-

Complex, is looking forward to a “phenomenal” summer at

ze, and Jennifer Sugarman for their contributions to the article.

KSCVC. Over the past year, upgrades have enhanced KSCVC

Quoted material from the Aldrin Family Foundation was gathered

and given the main complex a new look. The Saturn V Cen-

from AldrinFoundation.org and Apollo50thGala.com.

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69

Sunday, July 14, 2019 SATURN 5K RUN/WALK &

Friday, July 12, 2019 ASTRONAUT GOLF TOURNAMENT - 10:00am Have you ever golfed with an astronaut? Do it at Drive Shack Orlando.

Visit Apollo50.us to purchase tickets.

SPACE PUB CRAWL 6:00-10:30pm Join some astronauts as we visit local spots in Cocoa Village and sample a few libations at each venue. Dress in your favorite space outfit and win a prize for the Best Space Dressed. Costume contest winner and raffle winners will be announced at the Bier Garten at 10 pm.

Visit Apollo50.us to purchase tickets.

Saturday, July 13, 2019 ASTRONAUT PARADE 9:30–11:30am See our heroes as they ride through the city of Cocoa Beach atop convertible corvettes. After the parade, join the Street Party in downtown Cocoa Beach. FREE. Visit Apollo50.us for more information.

CELEBRATING

APOLLO

OUT-

APOLLO 11K–8:00am Saturn 5K Run/Walk and Apollo 11K will be held on Kennedy Space Center and Merritt Island National Wildlife Refuge. For more information and to register visit Apollo11K.com

THE FAMILIES OF APOLLO 10:30am–1:00pm Brunch and Panel discussion- Enjoy brunch while listening to the wives and children of Apollo astronauts as they tell what it was like as a family member during the Apollo era. Courtyard by Marriott, Cocoa Beach. Visit Apollo50.us to purchase tickets.

WOMEN IN SPACE PANEL 1:30–2:30pm Listen to astronauts and NASA employees discuss the space industry and how women have contributed to space exploration. Courtyard by Marriott, Cocoa Beach. Visit Apollo50.us for more information. FREE.

APOLLO EXHIBIT GRAND

FUTURE OF SPACE PANEL -

OPENING - 11:00am

3:00–4:00pm

Saturn V Center at the Kennedy Space

Listen to astronauts and industry leaders discuss the future of the space industry. Courtyard by Marriott, Cocoa Beach. Visit Apollo50.us to purchase tickets. FREE.

Center Visitor Complex. Visit Apollo50.us

DOOR CONCERT- 6:00pm

VIP PRIVATE VIEWING OF NEW

Alan Parson’s Project and opening band- Edison’s Children featuring Rick Armstrong (Neil Armstrong’s son); Bring your own chair. Cocoa Riverfront Park, Cocoa. Visit Apollo50.us to purchase VIP tickets with tent access.

General admission is FREE.

APOLLO SATURN V CENTER -

70 | VisitSpaceCoast.com

Monday, July 15, 2019

7:30–9:30pm Join the astronauts and be one of the first to see the new Apollo Exhibit at the Kennedy Space Center Visitor Complex. Visit Apollo50.us to purchase tickets.

to purchase tickets.

Tuesday, July 16, 2019 CELEBRATING APOLLO GALA 5:00-10:00pm The gala will pay tribute to humanity’s (seemingly) impossible achievement of reaching the moon, from our first steps to tomorrow’s giant leaps in space. Visit Apollo50.us to purchase tickets. n

COUNTDOWN TO LAUNCH

With more launches happening now than ever before, there's a buzz in the air here on Flor ida's Space Coast - and it has hit the air waves with "R ocket Talk ," a show all about rockets and more.

Tune into YouTube to watch Ro cket Talk!

L E T S TA L K R O C K E T S . C O M VisitSpaceCoast.com |

71

S

K

Y

&

3...2...1... Liftoff! with Jon Cowart

S

E

A

and goals (i.e., International Space Station supply mission, an interplanetary mission, a space telescope bound for a Lagrangian point, etc.) Other factors include the type of rocket and the desired trajectory. Not only do these variables influence the preferred launch time, but also the overall length of the launch window, which can vary from one second to several hours.

A day or two before a launch, the team starts to look at weather and then THAT becomes a factor – the launch might slip a day or more to avoid bad weather. There’s no sense in tanking up with explosive propellants if the launch team doesn’t think there’s a good chance of flying that day. Unfortunately, you cannot request that a launch be moved.

(Well, that’s a little harsh: You can request

Jon Cowart

it, but you can also rest assured it will not be listed as a launch constraint.)

Viewing Locations Types of Rockets Q: Where can I watch a rocket launch on

Q: Are all rockets launched on the Space Coast

Florida’s Space Coast? - Kelly

SpaceX rockets? - Deborah

A: Kennedy Space Center Visitor Complex

A: Heck no, SpaceX isn’t the only company

is the spot that first pops into mind as the

launching from here! United Launch Alliance

number-one way to get the full launch

and SpaceX are currently the two biggest

experience. However, there are dozens of

competitors for payload missions to the

places throughout the area that provide

International Space Station. We have even

stellar views. Turn to page 83 to see more.

launched a Delta 4 rocket (a BIG Rocket).

Northrop Grumman Innovation Systems

Scrubbed Q: What causes launches to be scrubbed? - Tyler A: A lot of factors go into the safe and timely launch of a rocket, so when a launch is scrubbed, it just means the conditions were not perfect for takeoff. Launches can be scrubbed due to bad weather conditions. The weather has to be good from ground level up through the atmosphere and downrange if it is a human launch. Launches might also be

(formerly Orbital ATK) also launches from here, and Blue Origin is expected to launch sometime before 2020. There are more than 20 rockets scheduled to launch from Cape Canaveral or Kennedy Space Center in the first three quarters of 2019.

Launch Schedule

Astronauts Q: Are there astronauts on board the rockets launching from the Space Coast? - Eric A: At this time, there are no astronauts on board these rockets. However, in summer 2018, NASA announced the names of the astronaut test pilots who will be the first to fly SpaceX and Boeing capsules when they are launched from the Space Coast sometime in 2019. Have no fear, when humans launch from here for the first time since the end of the shuttle program, it will be a big event in the news and it’s likely you’ll be hearing about it. Those of us who live around here are already getting excited, and those of us working on these missions are pumped up and working extra hours getting these rockets and spaceships ready.

Q: How does the launch schedule get determined, and can I request a launch date

f Jon Cowart has worked for NASA for 30

scrubbed due to technical glitches (like slow

be moved so I can see it during my trip? - Danny

valves or odd temperatures). If a launch is

A: There are a lot, and I do mean a LOT, of

scrubbed, don’t be disappointed! A scrub usually

factors that determine the launch window.

gets rescheduled for the next available launch

Sadly, none of those include your trip plans and

Integration Office of NASA's Commercial

date – typically within a few days, depending on

the dynamics change from mission to mission.

Crew Program.

the reason why it was scrubbed.

The team has to assess the spacecraft’s target

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years. For the last seven years, he has been working in the Mission Management and

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C.J. Hobgood

5 Minutes with C.J. Hobgood Satellite Beach native and professional surfer C.J. Hobgood grew up on Florida’s Space Coast and has surfed since the age of six. He spent 16 years on the World Tour, winning one world title, four Elite Tour victories and many others before he hung up his jersey in 2015. C.J. has since embarked on a new career that’s filled with dropping kids off at school, working with

Q: What was it like growing up in Satellite

are my favorite without a doubt. Café

Beach?

Surfinista in Indialantic is rad, and they also

A: Looking back, surprisingly simple. The

have one in downtown Cocoa Beach. I love

area is family-friendly, and I could get to

stopping by Indialantic Seafood Company

school and the beach on my bike. Having

and grabbing fresh fish from there. But

my twin brother, Damien, doing the same

honestly, I love trying different places, and

thing, the buddy system was intact. Our

there are a lot of new places popping up

parents gave us a pretty long leash, and

that I can’t wait to try.

that freedom was all we really cared about.

Q: Outside of surfing, what are some of

Q: Where’s your favorite Space Coast surf spot?

A: Growing up, it was without a doubt Sebastian Inlet, but getting there was probably our biggest hurdle. Our older friends who could drive would get out of school before us, and more times than not, were frothing so hard they would take off without us (or the space would fill up!). I remember a few times being like, “Man, I would have loved to surf the inlet today!”

It’s still one of my favorite places.

Q: Name your top three restaurants on the

Salty Crew clothing brand, and occasionally

Space Coast.

catching a wave or two back home on

A: Grills Seafood Deck and Tiki Bar at

Satellite Beach.

Port Canaveral and the Riverside location

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your go-to Space Coast activities?

A: Fishing out of Port Canaveral or Sebastian Inlet is world-class. Diving offshore is another activity I highly recommend. I still get out and play tennis every so often, but hanging with the kids at the beach is always a favorite.

Q: What’s next for you?

A: Damien and I are so excited to get on the road with our documentary, “And Two If By Sea.” It’s finally done after about five years.

What a project! It was worth all the time, energy and financials that went into it. I hope it inspires people to go live out their dreams.

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VISITATION REPORT

ECONOMIC IMPACT

FEATURE

The Summer 2019 Visita-

Celebrating it’s 22nd year, the

old! The Zoo is located on 75

tion Report will feature a

Space Coast Birding & Wild-

beautiful acres and is home to

12-month trailing review an-

life Festival is way more than

more than 900 animals. The

alyzing visitor spending and

spying for birds! We learned

Brevard Zoo and TreeTop Trek

preferences on the Space

a lot about this very popular

is one of the Space Coast’s

Coast. Data is captured from

festival and the attendees

popular attractions for both

our ongoing visitor survey

who come from near and far

visitors and residents. Come

that is pushed out through our

to participate.

celebrate and learn about

paid social channels.

The Brevard Zoo, is 25 years

the cool things going on with Keith Winston.

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Don't worry about missing your ight or getting stuck in trafďŹ c.

Arrive early and start your cruise vacation walking down the beach.

Port Canaveral is a world-class cruise port located 45 minutes from Orlando, laid-back and best of all, uncongested.

VisitSpaceCoast.com

/ Florida's Space Coast

/ Florida's Space Coast

Florida’s Space Coast Office of Tourism VisitSpaceCoast.com

Florida’s Space Coast