Hilton Head Island Tennis Destination Study

A Study of Tennis Player Attitudes, Perceptions & Behaviors

Contents
Tennis Playing Background Tennis Destination Study Playing Habits Media and Vacation Planning Tennis Travel Profile Tennis Destinations South East Destinations Hilton Head Island Conclusions

Tennis Playing Background

6m

5.921

6m

5.727 5.62
6m

5.43
5m

Millions of Players

5.3 5.25
5m

5.2

5.19

5m

4.9
5m

4.8 4.753

4.8

5m

4.561

4m

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Source: Sports Marketing Surveys, USA & Taylor Research and Consulting Group

Challenge: An Aging Frequent Player Base

2008

2009

2010

2011

2012

1. Source: 2012 Sports, Fitness & Recreation Participation Study Physical Activity Council

Participation Rate by Generation. Gen Ys have highest rate of participation.

10%

Participation by generation

9%

8%

Gen Y Birth Rate peaked in 1990

7% 6~12 Gen Y (13~32) Gen X (33~47)

Boomers (48~67)

6%

5%

4%

3% 2009

2010

2011

85 Million Gen Ys between 2012 13-32

Participation by generation

Participation by Generation

1.239

0.967

3 Million Serious Players in the USA

Less than 21 times 21-49 times "Serious" (50+ times)

Millions

0.555

0.596

5.348
3

3.396
2

0.607 0.31 1.565

Gen Y (13~32)

Gen X (33~47)

Boomers (48~67)

Participation by generation

Participation by Generation

0.685

0.69 0.555
4

1.84 M adult Serious Players

Less than 21 times 21-49 times "Serious" (50+ times)

0.596
4

Millions
3

4.017 3.396

0.607

0.547 0.31
2

0.274 1.565 1.317

Gen Y (13~18)

Gen Y (19~32)

Gen X (33~47)

Boomers (48~67)

Gen Y Behaviors and implications for tennis

Social Social conscience - support nonprofits Prefer organized group activities Positive More conforming than Gen X Want instant feedback Text/instagram/snap chat Over parented

Has to be fun and social Group oriented Cant take too long Fitness aspect important

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Tennis Destination Study

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Methodology
Three primary samples: 1. USA Serious Players TIA national database of tennis players derived from the tennisconnect court reservation and facility management software. These serious players are representative of the approximately 3 million serious players in the USA who typically play more than once a week, are more likely to play at private facilities and have the highest tennis expenditures. Total Interviews: 1,003 2. Hilton Head Chamber Marketing Database The Hilton Head Island Chamber of Commerce Database of individuals who have registered on hiltonheadisland.org. Total interviews: 1,015 3. Hilton Head Tennis Centers Hilton Head Tennis Centers sample these interviews were from individuals on the databases of Hilton Head tennis centers (Palmetto Dunes, Port Royal and Van der Meer). Total interviews: 567 For this presentation, most analysis is from the USA Serious Player sample

12

Tennis Playing Habits

13

Playing History of Serious Tennis Players (USA)

Most Serious Tennis Players have been playing for quite a while (78% for more than 10 years and 58% for more than 20).

This distribution appears similar when investigating tennis travel by years playing.

14

Household Income of Serious Tennis Players

Serious Tennis Players report significantly higher than average annual household incomes. This affluence impacts tennis travel, with those group who have travelled reporting higher incomes.

15

Play Time Distribution of Serious Tennis Players (USA)

League play is more common (29%) among those who have taken vacations for tennis than in other groups.

16

Skill Level of Serious Tennis Players (USA)

Over half of the Vacation FOR tennis describe their skill level as advanced.

17

Skill Level of Serious Tennis Players (USA)

Those who have taken a tennis specific vacation, or played tennis while on vacation/business are more likely to have an NTRP rating.

18

Facility Usage of Serious Tennis Players (USA)

Facility Most Frequently Used: A private tennis club where a membership is required A public, school, or park court A commercial club open to the public or pay for play A private country club where a membership is required Private community court At your own court at home On a court at an apartment or condo A hotel or resort when on vacation or business Other Community Court/Park
USA Serious Vacation Tennis ON NonSerious Tennis Players Tennis Vac./Bus Traveller Players FOR

37% 26% 16% 9% 6% 1% 1% 1% 1%

USA Serious Preferred Surface: Players FOR Tennis Vac./Bus

utilize 42% 40% 26% tennis private clubs to play 22% 25% 36% 16% 37% play most often at a 16% 17% private tennis club, 11% 10% 8% 9% at a 5% 6% 9% private country club, 6% at a 2% 1% 1% private community 1% 1% 2% court (total 0% 1% of 52% ).1%Commercial / pay 1% 0% for play clubs are used most Vacation Tennis ON Nonoften by 26%.
Traveller 30% 35% 26% 7% 35% 27% 23% 10% 34% 29% 24% 8%

Har-Tru 33% Hard (cement) 30% Hard (acrylic) 25% Red Clay 8% Grass 1% Carpet 1% Green/Grey Clay (Rubico) 1%

Har-Tru is the most preferred 1% 1% 1% 1% 1% Tennis surface of Serious 2% 2% 1% Players (33%), followed by

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The Why - from Serious Tennis Players

Average Importance Rating - To Playing Tennis
Tennis Attribute Importance: Fun Exercise / staying healthy Improving my game Challenging my skill set Competition Socializing Meeting new people Gets me out of the house Family time together Matches don't take too long
USA Serious Vacation Tennis ON NonPlayers FOR Tennis Vac./Bus Traveller

Serious or not, its all about the fun!

4.7 4.6 4.1

4.7 4.6 4.2 4.1 3.8 3.6 3.4 3.3 2.9 2.6

4.6 4.6 4.4 4.1 Its

4.7 4.6 4.3

Scale of 1 to 5 with 1 = Not at all important and 5 = Very important.

4.0 all4.1 about Fun! The most important 3.9 3.7 thing 3.8 about playing tennis to a Serious 3.7 3.6 3.6 is having fun. Exercise 3.5 Tennis 3.4Player 3.4 3.2 is also 3.3 3.3 very important (second in 3.0 3.0 2.7 rating). The challenge and competition 2.6 2.6 2.6 follow in importance and the social aspects rate medium in importance (see table below).

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Media & Vacation Planning

21

Digital Device Usage of Serious Tennis Players (USA)

Most digital device usage time is spent on a personal computer (56%). The smartphone is second at 28%, followed by the tablet at 16%. Smartphone usage is higher (38%) among those under 40 years of age.

22

Tennis Publication Readership

Tennis Magazine is read often by over half of Serious
Tennis Players (53%) and read at least occasionally by 82%. Approximately 4 in 10 read USTA magazine often. All readership frequency is increased among those who travel for tennis. Over half the serious eyes are on Tennis Magazine often

23

Tennis Website Browsing

USA Serious Tennis Websites Accessed Regularly: Players
Vacation Tennis ON NonFOR Tennis Vac./Bus Traveller

USTA.com TennisWarehouse.com MidwestSports.com TennisChannel.com TennisExpress.com Holabirdsports.com TENNIS.com Atpworldtour.com Tennis15-30.com WTAtennis.com Others (Single mentions) Busted Racquet (yahoo tennis blog) Playtennis.com TennisResortsOnline.com Tennis Link Tennis Recruiting USPTA USTA (Local divisions)

68% 62% 35% 35% 34% 26% 21% 18% 17% 12% 5% 4% 4% 4% 1% 1% 1% 1%

USTA.com accessed 75% 70% is regularly 50% 67%68%63% 54% Tennis by of Serious 42% 36% 24% Players. Tenniswarehouse.com 40% 36% 23% 40% 35% 28% is the highest mentioned retail site 31% 27% 27% at 62% accessing it regularly. 20% 22% 15%
21% 20% 13% 4% 18% 18% 12% 5% 16% 10% 7% 5%

4% 4% 3% access is more Regular website 3% 4% 2% likely among those who travel for 7% 5% 1% 1% tennis, especially for the top 6 1% 1% 1% sites mentioned. Advertising on 0% 1% these sites 1% 1% would 1% be a great way to reach those who vacation FOR

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Website Browsing (Tennis Travel Info Gathering)

Websites Accessed Regularly For Tennis travel: Search engines (Google, Yahoo!, Bing etc.) Tripadvisor.com Expedia Priceline TennisChannel.com Kayak Facebook TennisResortsOnline.com Tenniswarehouse.com (Talk Tennis forum) Tennis blogs Pinterest Other Named Sites Epinions.com Hotels.com Orbitz Hotels/Resorts
USA Serious Players
Vacation Tennis ON NonFOR Tennis Vac./Bus Traveller 53% 35% 50% 34% 40% 24%

49% 33% 33% 18% 18% 17% 14% 13% 10% 6% 3% 2% 1% 1% 1% 1%

General search27% engines 34% 34% are typical 19% the way 18% the 15% 21% 19% Serious Tennis 12% Player 18% 17% 18% initiates the quest for 14% 14% 7% 18% 14% 4% tennis travel information. 8% 10% 4% The specific websites 8% 7% noted most 4% 3% were 4% 3% 2% - (33%) and Tripadvisor.com 1% 1% Expedia (33%).1% 1% 0%
1% 1% 0% 1% 1% -

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Influential Sources in Tennis Travel Destination Choice

Average Influence Rating - To Destination Choice

USA Serious Mean Rating (Scale of 1 to 5 with 5 = Very Influential and 1 = Not at all Influential Players

Vacation Tennis ON NonFOR Tennis Vac./Bus Traveller 3.7 3.5 3.4 2.7 2.8 Word3.4 of Mouth plays 3.2 3.0 2.6 the most role 2.9 2.7 influential 2.1 2.6 2.5 2.0 in helping Serious Tennis 2.6 2.5 1.9 Players 2.4 2.4 decide 2.0 on their 2.3 2.3 2.0 tennis travel destination. 2.5 2.3 1.8 2.1 2.1 1.7 Social Comparatively, 2.1 2.0 1.7 Media has relatively low 2.0 2.0 1.7 1.9 1.9 1.7 influence (Facebook, 1.7 1.7 1.5 Twitter, 1.6 1.6 Pinterest) 1.5

Friends Spouse/partner Search engines (Google, Yahoo!, Bing etc.) Online travel reviewers/bloggers Travel industry experts TV travel shows Children Other family members News media Travel Agent Facebook Visitor and Convention Bureau Information from Chamber of Commerce Pinterest Twitter

3.3 3.3 3.0 2.6 2.4 2.4 2.4 2.3 2.3 2.0 2.0 1.9 1.8 1.7 1.6

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TV Channels Watched Regularly

USA Serious Players
Vacation Tennis ON NonFOR Tennis Vac./Bus Traveller 74% 62% More Serious Tennis Players watch 64% 64% 60% ESPN/ESPN2 regularly than any 62% 62% 58% 61% 61%channel. 57% other TV This is especially 69% 63% 43% true among those who have taken a 37% 36% 36% tennis specific vacation (80%) in the 37% 34% 32% 38% 36% 28% past 5 years. 37% 35% 22% OF NOTE: 36% 31% 60% 22%mention watching 31% 23%regularly. Tennis 30% Channel 80% 29% 28% 28% 29% 27% 25% 24% 22% 19% 28% 27% 28% 27% 26% 24% 23% 19% 18% 28% 25% 22% 20% 21% 18% 17% 15% 15%

ESPN (or ESPN2) ABC CBS NBC Tennis Channel Fox / Fox News Fox Sports USA Network History Channel The Discovery Channel Food Network HGTV (Home and Garden TV) TNT (Turner Network Television) The Weather Channel HBO (Home Box Office) TBS A&E Television Network National Geographic Bravo CNBC

72% 63% 61% 60% 60% 36% 34% 34% 33% 30% 29% 28% 27% 27% 26% 25% 24% 22% 18% 18%

27

Destination Tennis on the Tennis Channel

Nearly 6 in 10 (57%) of those who had taken a vacation for tennis in the past 5 years indicated having watched Destination Tennis 75% of them claimed it inspired them.

28

Tennis Travel Profile

29

Travel Profile Serious Players (USA)

Almost 4 in 10 Serious Tennis Players have vacationed specifically for tennis in the past 5 years (38%), and more still, find a way to play tennis while on vacation (a strong 84% in past 5 years).
To See Tennis ON Tennis ON Vacation Tennis Business Vacation FOR Tennis Tourney

In the last 12 months Within the last 5 Years No Average Annual Travel Plays

18% 19% 63% 3.3

55% 28% 16% 5.1

20% 18% 62% 5.1

39% 25% 36% 2.0*

*Number of T

Further, 64% of Serious Tennis Players indicate having travelled to see a tennis tournament in the past five years (39% within the past year).

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Attribute Importance While playing tennis on vacation or business.

Just like we saw with playing tennis in general, when playing tennis while travelling its also - all about Fun! Exercise is also very important again (second in rating). The social aspects rate medium in importance, while the competition/tournaments rate comparatively low.

31

Typical Travel Group For Tennis Trips

Serious Tennis Players are most likely to Male take a tennis trip with their spouse/significant Spouse / significant other 57% 65% 39% Friends 46% other or their friends. Interestingly, men are 17% League team 24% more likely to take a tennis trip with their 21% Children 21% 17% Family 19% spouse/significant other (65%) while women 6% Business associate/s 4% are more likely to take a tennis trip with their 4% Alone 3% friends (53%). Tennis trips are most likely taken in multiples of 2 people (32% two people and 21% four people) not surprising considering singles and doubles game play types.
USA Serious Players

Fe

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Booking Tendencies For Tennis Trips

Most Serious Tennis Players prefer to book tennis travel on-line (59%), but many have no preference (30%) either way. A full service hotel is the preferred accommodation mentioned most often (36%), but several Serious Tennis Players feel this depends on the type of tennis trip they are planning.

33

Destination Attribute Importance Tennis Trip

When choosing a tennis trip destination, accommodation quality is the king general attribute for Serious Tennis Players. Often what is NOT important can be as interesting as what is important. We can see that nightlife, cultural activities and watersports are not important general characteristics when choosing a tennis trip destination.

34

Destination Attribute Importance Tennis Trip

When considering actual tennis related attributes, the cost associated with the tennis is most important. However, court surfaces and the number of courts at the facility are not far behind in importance. Junior programming and tournament participation are not very important tennis related destination attributes.

35

Tennis Destination Interest in Activities USA Other Than Tennis Serious

Players
Male 75% 71% 65% 36% Female 84% 75% 70%

Relaxing Dining Beaches Shopping Historic sights Spas & Wellness Nature-based activities Local festivals Visiting family / friends Attending sports events Biking Museum/historical tours Parks Golf Walking tours Performance / visual arts Boating/sailing Children's activities Fishing Dolphin tours Business/work

79% 72% 68% 46% 43% 39% 30% 29% 27% 27% 25% 25% 20% 20% 18% 15% 13% 10% 8% 7% 5%

56% Outside of playing tennis on 45% 41% 31% 48% their tennis trip, Serious Tennis 27% 34% Players want to relax. They 25% 33% 29% 26% to enjoy good dining also want 30% 24% and possibly some time on the 23% 27% 27% beach.23% Women showed more 22% 19% interest, 25% 13%in general, for many of 16% 21% these secondary activities. 15% 12% 12% 10% 4% 8% 16% 14% 9% 6% 10% 3%

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Tennis Destinations

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Destination Consideration Set

Hilton Head Island, SC is the tennis trip destination that appears most in the consideration sets of Serious Tennis Players (65%). Other destinations appearing often are Charleston, Palm Beach, Ft. Myers, Myrtle Beach and USA Destin. Tennis Serious
Consideration Set: Players Hilton Head Island (SC) 65% Charleston (Kiawah, Wild Dunes, Seabrook, Daniel Island, SC) 55% Palm Beach / Ft. Lauderdale / Miami (Southeast, FL) 34% Ft. Myers/Naples (Southwest, FL) 31% Myrtle Beach (Litchfield, SC) 30% Destin / Pensacola / Panama City (Panhandle, FL) 29% Sarasota / Bradenton (West, FL) 27% Sea Island / St. Simons (Coastal, GA) 27% Orlando (Central, FL) 22% Tampa Bay (FL) 22% Gulf Shores (Gulf Coast, AL) 19% Pinehurst / Sandhills (NC) 19% Jacksonville / Daytona / Palm Coast (Northeast, FL) 18% None of the above 9% Other Named 1% Other (gen) 1%
Male 66% 54% 33% 33% 30% 28% 28% 25% 23% 24% 19% 19% 21% 11% 1% 1% Female 66% 57% 36% 29% 31% 30% 26% 29% 20% 20% 20% 20% 15% 8% 0% 1%

HHI CoC Centers 81% 92% 58% 69% 25% 23% 27% 29% 33% 29% 26% 29% 21% 22% 32% 36% 23% 16% 19% 17% 23% 18% 19% 21% 15% 21% 6% 3% 0% 1% 1% 0%

38

Destination Consideration Set

(shown by Region)
Hilton Head Island, SC is the tennis trip destination that appears most in the consideration sets of all regions. Charleston, Destin, Sea Island and Gulf Shores have above average consideration numbers in the Atlanta region.
Consideration Set: Hilton Head Island (SC) Charleston (Kiawah, Wild Dunes, Seabrook, Daniel Island, SC) Palm Beach / Ft. Lauderdale / Miami (Southeast, FL) Ft. Myers/Naples (Southwest, FL) Myrtle Beach (Litchfield, SC) Destin / Pensacola / Panama City (Panhandle, FL) Sarasota / Bradenton (West, FL) Sea Island / St. Simons (Coastal, GA) Orlando (Central, FL) Tampa Bay (FL) Gulf Shores (Gulf Coast, AL) Pinehurst / Sandhills (NC) Jacksonville / Daytona / Palm Coast (Northeast, FL) None of the above Other Named Other (gen)
USA Serious Players

65% 55% 34% 31% 30% 29% 27% 27% 22% 22% 19% 19% 18% 9% 1% 1%

Atlanta region 81% 66% 17% 19% 36% 68% 19% 58% 22% 10% 44% 10% 24% 2% 2%

Other West South North Mid South East East West Central West 68% 64% 66% 50% 62% 65% 57% 51% 39% 45% 31% 46% 34% 37% 32% 30% 40% 48% 23% 20% 27% 32% 39% 30% 24% 34% 15% 29% 44% 13% 29% 32% 35% 24% 17% 32% 25% 22% 20% 18% 22% 24% 27% 29% 12% 25% 19% 33% 23% 19% 22% 10% 26% 28% 11% 25% 17% 19% 19% 16% 20% 20% 15% 14% 12% 1% 0% 1% 1% 1% 1% 1% 7% 11% 8% 9% 17%

39

Destinations Have Been To In Past 5 Years

Hilton Head Island, SC is also the tennis trip destination that Serious Tennis Players have been to most (22%). Other top destinations visited were Charleston, Palm Beach, Orlando, and Ft. USA Myers.
Serious Players
Male 24% 17% 17% 13% 12% 10% 9% 10% 10% 6% 8% 4% 4% 2% 43% Female 19% 17% 13% 11% 10% 9% 8% 8% 5% 8% 5% 4% 3% 1% 46%

Hilton Head Island (SC) Charleston (Kiawah, Wild Dunes, Seabrook, Daniel, SC) Palm Beach / Ft. Lauderdale / Miami (Southeast, FL) Orlando (Central, FL) Ft. Myers/Naples (Southwest, FL) Destin / Pensacola / Panama City (Panhandle, FL) Sarasota / Bradenton (West, FL) Tampa Bay (FL) Jacksonville / Daytona / Palm Coast (Northeast, FL) Gulf Shores (Gulf Coast, AL) Myrtle Beach (Litchfield, SC) Pinehurst / Sandhills (NC) Sea Island / St. Simons (Coastal, GA) Other None of the above

22% 17% 15% 12% 11% 9% 9% 9% 8% 7% 7% 4% 4% 1% 44%

Tennis HHI CoC Centers 48% 83% 17% 28% 6% 8% 14% 9% 9% 9% 8% 9% 6% 6% 6% 7% 7% 10% 6% 5% 12% 9% 2% 5% 4% 4% 2% 3% 34% 11%

40

Destinations Have Been To In Past 5 Years

(shown by Region)
Hilton Head Island, SC is the leading destination for South East and the Mid West. Destin area is the leading destination for serious players in the Atlanta Region. Palm Beach is ranked the number 1 destination in the South East for Other West USA players in the North East and the West.
Serious Players

Hilton Head Island (SC) Charleston (Kiawah, Wild Dunes, Seabrook, Daniel, SC) Palm Beach / Ft. Lauderdale / Miami (Southeast, FL) Orlando (Central, FL) Ft. Myers/Naples (Southwest, FL) Destin / Pensacola / Panama City (Panhandle, FL) Sarasota / Bradenton (West, FL) Tampa Bay (FL) Jacksonville / Daytona / Palm Coast (Northeast, FL) Gulf Shores (Gulf Coast, AL) Myrtle Beach (Litchfield, SC) Pinehurst / Sandhills (NC) Sea Island / St. Simons (Coastal, GA) Other None of the above

22% 17% 15% 12% 11% 9% 9% 9% 8% 7% 7% 4% 4% 1% 44%

Atlanta South North Mid South region East East West Central West 32% 31% 20% 19% 8% 8% 32% 31% 13% 6% 3% 6% 12% 16% 25% 7% 8% 10% 12% 14% 12% 14% 11% 6% 7% 11% 16% 16% 5% 5% 39% 13% 3% 6% 7% 2% 7% 12% 10% 8% 3% 1% 8% 10% 8% 6% 10% 7% 19% 13% 6% 1% 3% 1% 10% 14% 2% 5% 6% 1% 8% 11% 6% 4% 1% 2% 2% 9% 1% 2% 1% 1% 15% 5% 3% 2% 3% 3% 0% 1% 1% 27% 27% 46% 54% 64% 67%

41

Southeastern Destinations

42

Promotion Recall seen promotion in past 6 mo.

31% of Serious Tennis Players recall seeing a promotion for Hilton Head Island, SC as a destination in the past 6 months (35% of men recall seeing a promotion). USA Hilton Head Island promos Serious Male have Female Players reached over 30% of HHI CoC Resort 35% 26% Serious Hilton Head Island, SC 31% 63% USA Players71%
Charleston (Kiawah, Wild Dunes, Seabrook, Daniel, SC) Amelia Island, FL Myrtle Beach (Litchfield, SC) Destin, FL Sea Island, GA None of the above 20% 17% 12% 8% 5% 57%
22% 17% 15% 8% 5% 53% 17% 16% 8% 9% 4% 60%

25% 15% 24% 11% 5% 30%

31% 20% 14% 9% 5% 22%

43

Type of Promotion Recall Among those who saw a promotion

Among those who indicated seeing a promotion for Hilton Head Island, SC as a destination, 60% recall a magazine ad, 37% recall a TV ad, 26% recall an internet ad. 29% recall being direct marketed to either via email or standard mail. Destin, FL showed the highest percentage of direct marketing recall (36% e-mail and standard mail combined).
Amelia Island Destin Hilton Head Island Charleston Myrtle Beach Sea Island

Magazine Television Internet (Google/Bing/Yahoo) Email Direct Mail Marketing Facebook Newspaper Mobile Radio

63% 31% 16% 10% 4% 5% 3% 1% -

56% 25% 19% 23% 13% 5% 5% 1% 1%

60% 32% 21% 13% 8% 3% 3% 1% 1%

60% 37% 26% 16% 13% 3% 7% 1% 3%

57% 35% 23% 14% 7% 3% 4% 1%

67% 16% 20% 11% 4% 7% -

44

Length of Stay at Southeastern Destinations (Days)

Hilton Head length of stay is the longest at 5.5 days

45

Comparative Cost Per Trip at Southeastern Destinations

Average Trip Cost per Person

$900 $800 $700 $600 $500 $400 $300 $200 $100

Average Cost per Person Per Day

874 780.59 754.75 615.51 548.07 513.05

216.337

187.642
Sea Isla

138.233
ead Hilton H nd Isla

140.688
Charles

118.374
Destin

121.576
Myrtle

It should be noted this is an average and considerable numbers of travelers spend within the $201-$500 range for their trip.

Amelia Island

Beach

ton

nd

46

Comparative Reasons for Selecting - Southeastern Destinations

Primary reasons for selecting certain tennis trip destinations vary widely. Looking at the top reasons for each destination individually can give us a snapshot of the lure of each place for the Serious Tennis Player. Amelia Island Easy to get to, Weather, Activities other than tennis Destin Easy to get to, Enjoyed it before, Weather Hilton Head Island Enjoyed it before, Easy to get to, Accommodations Charleston Easy to get to, Weather, Enjoyed it before, Restaurants Myrtle Beach Easy to get to, Affordable Sea Island Easy to get to, Accommodations, Reputation If we focus on the main attribute of fun (what its all about), and we look at responses of enjoyed it before, we can see that this is the top reason Serious Tennis Players gave for selecting Hilton Head Island (37%).

47

Comparative Dislikes- Southeastern Destinations

Dislikes of certain tennis trip destinations also vary widely. Looking at the top dislikes for each destination individually can give us a snapshot of the pitfalls of each place for the Serious Tennis Player. These ratings are among the relatively small number of travelers giving dislikes: Amelia Island Expensive, Facility poorly managed, did not enjoy level of competition, Destin Expensive, Restaurants too crowded, bad weather Hilton Head Island Expensive, Nightlife dead, Restaurants too crowded Charleston Expensive, Courts too busy, Nightlife dead Myrtle Beach Run down facility, Accommodation below expectation, Courts too busy

48

Comparative Likelihood of Recommending - Southeastern Destinations

Serious Tennis Players (with travel experience to the destination) have the highest likelihood to recommend the Charleston, SC area (score of 8.7 out of 10). Most destinations scored 8.0 or above, which are typically good recommendation scores. However, Myrtle Beach returned a concerning score of 6.8 from those who have taken a tennis trip there.

49

Family Circle Tennis Tournament Daniel Island, SC

11% indicated they have attended the Family Circle Tennis Tournament at some point in the past. Of those, 55% played tennis while they were in the area attending the tournament.

92% of those attending the Family Circle Cup felt it made Charleston a more attractive destination

50

Hilton Head Island

51

Travel Methods / Drive Time to Hilton Head Island, SC

45% of Serious Tennis Players would normally fly to Hilton Head Island, while 37% would normally drive and the remaining 17% are unsure.

If driving, many would have a trip of over 7 hours in front of them (54%), a high percentage of these

52

Perceptions of Hilton Head Island (adjective description)

Remember this: tennis trip travelers find Having Fun most important about the tennis - and they value Relaxing most as an activity other than the tennis --- So it is highly encouraging that the top two adjectives associated with Hilton Head Island by Serious Tennis Players are USA Relaxing(35%) Serious and Fun (33%).
Players
Male Female 36% 31% 20% 18% 19% 15% 12% 15% 9% 9% 6% 3% 6% 3% 35% 34% 29% 22% 19% 17% 15% 10% 12% 8% 9% 7% 4% 5%

HHI CoC

Resort

Relaxing Fun Expensive Upscale Friendly Classic Luxurious Entertaining Traditional Commercialized Natural Adventurous Old fashioned Pristine

35% 33% 24% 20% 19% 16% 14% 12% 10% 9% 7% 5% 5% 4%

57% 43% 16% 16% 28% 13% 12% 16% 7% 4% 12% 9% 1% 6%

56% 51% 11% 18% 41% 10% 4% 13% 5% 5% 17% 5% 1% 6%

Relaxing and Fun - highly associated with Hilton Head Island

53

Perceptions of Hilton Head Island (agreement statements)

Most agree that Hilton Head Island also has great golf courses to offer. Leveraging the perception could be valuable. This could provide an opportunity to key in on those individuals that cross-participate in both tennis and golf. (22% of tennis players play golf, 17% of golfers play tennis) Most also agree that Hilton Head Island would be a great destination for an ATP or WTA pro tournament.

54

Likelihood to Visit Hilton Head Island (in next 2 years)

29% of Serious Tennis Players indicate that they are at least likely to visit Hilton Head Island in the next 2 years (9% very likely).

55

Conclusions and Recommendations

56

Conclusions
Hilton Head Island is the #1 Southeast Tennis Destination among serious tennis players in the USA Serious players who vacation FOR tennis can be targeted through usta.com, tenniswarehouse.com and the other leading online retailers Word of mouth plays the most influential role in helping tennis players decide on destinations refer a friend program? ESPN and Tennis Channel reach most serious tennis players good potential for advertising

57

Conclusions 2
Tennis away from home needs to be FUN. Exercise is also important. Fun and fitness program? Accommodation quality is the most important general attribute for tennis travel. Good dining is more important than nightlife/ entertainment. However, the actual tennis cannot be too expensive. Outside of playing tennis, they also want to relax, enjoy good dining and possibly some time on the beach. Other activities also include: shopping, historic sights, spas & wellness and nature-based activities.

58

Conclusions 3
Hilton Head Island performs really well against competition but Destin is the most visited destination for those living in Atlanta. Specific promotions should be considered for ALTA players. Having fun is the most important aspect about tennis. Players value relaxing as the most important activity other than tennis. The top two adjectives associated with Hilton Head are relaxing and fun. The third most selected adjective describing Hilton Head was expensive (24%) but less important for those who have been to Hilton Head (ranked 7th in Tennis Center sample). So perception may be different to reality.

59

Conclusions 4
Hilton Head scored above average for the adjectives friendly and natural among those who have been there. May be useful for messaging. There appears to be widespread support for an ATP/WTA tournament among players. From the Family Circle questions we see that those that attended the tournament were also very likely to play so an additional economic impact for surrounding facilities.

Hilton Head Island Tennis Destination Study

A Study of Tennis Player Attitudes, Perceptions & Behaviors

6650 W Indiantown Road, Suite 220 Jupiter, Florida 33458 Tel: 561.427.0647 keith.storey@sportsmarketingsurveysusa.com