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MiscellaneousHISTORIC TREND REPORT MONROE COUNTY SMITH TRAVEL RESEARCH 5/24/2011 This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes 2006 2007 2008 2009 2010 2011 % Chg January 68.5% 74.6% 73.7% 68.5% 67.7% 68.9% 1.8% February 74.0% 79.5% 81.5% 80.2% 80.2% 83.9% 4.6% March 82.1 % 81.6% 83.0% 81.1 % 85.1 % 89.2% 4.8% April 80.7% 79.7% 78.9% 80.9% 81.2% 83.7% 3.1% May 77.3% 71.4% 74.4% 74.1 % 76.9% June 76.7% 71.6% 71.4% 73.3% 74.1 % July 74.9% 73.0% 75.6% 78.2% 79.3% August 51.4% 64.7% 61.9% 66.6% 65.5% September 43.5% 48.9% 35.7% 47.4% 50.9% October 52.8% 55.2% 54.8% 58.0% 62.1 % November 64.0% 64.4% 63.1 % 63.8% 65.3% December 59.0% 58.8% 59.3% 62.0% 61.1 % Total 66.5% 68.1% 67.5% 69.4% 70.5% 81.2% 3.5% 2006 2007 2008 2009 2010 2011 % Chg January $180.19 $200.74 $207.73 $184.41 $185.32 $186.23 0.5% February $216.23 $243.89 $238.36 $202.06 $207.54 $217.33 4.7% March $229.02 $258.13 $259.40 $206.17 $223.89 $237.97 6.3% April $207.00 $227.63 $205.24 $194.62 $203.21 $225.50 11.0% May $166.53 $190.78 $189.17 $166.80 $170.41 June $152.76 $175.03 $168.34 $149.21 $155.90 July $159.01 $176.05 $170.72 $152.80 $159.56 August $144.26 $160.85 $160.70 $141.82 $145.65 September $148.43 $153.19 $140.36 $136.57 $138.07 October $163.50 $167.56 $164.36 $155.79 $156.20 November $169.17 $172.71 $165.80 $159.91 $161.95 December $203.39 $211.35 $198.54 $192.72 $192.94 Total $180.48 $195.18 $194.68 $172.10 $177.64 $218.27 5.9% 2006 2007 2008 2009 2010 2011 % Chg January $123.38 $149.74 $153.11 $126.36 $125.45 $128.34 2.3% February $160.06 $193.83 $194.24 $162.09 $166.42 $182.26 9.5% March $187.92 $210.67 $215.20 $167.28 $190.64 $212.18 11.3% April $166.97 $181.44 $161.90 $157.40 $165.04 $188.65 14.3% May $128.65 $136.23 $140.67 $123.53 $131.06 June $117.10 $125.36 $120.23 $109.38 $115.49 July $119.13 $128.44 $129.03 $119.55 $126.52 August $74.16 $104.09 $99.40 $94.46 $95.38 September $64.62 $74.85 $50.12 $90.42 $97.08 October $86.34 $92.51 $90.09 $97.08 $90.42 November $108.29 $111.16 $104.65 $102.08 $105.82 December $120.09 $124.38 $117.68 $119.42 $117.84 Total $120.00 $132.90 $131.59 $125.32 $119.47 $177.34 9.6% ., ,.,11111111111111111111 11 ., ,.,11�%��'l11111�111111111 "�Ili�► =_ =�111111111 ,., iilllllllllll1��11l._�� ., �Ilii ,,,11111111111111���! ,, ,..1111111111111111►��/1111 , ,..111■1111111111111111111 '... ■■■■�11111111111111■1141 loop milk Nor r��■■■■■■■■■n■■■■ r�i/■■■fiDD�;�■■■■■■■■■■■/ ■ one lop, Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers. Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes HISTORIC TREND REPORT KEY WEST SMITH TRAVEL RESEARCH 5/24/2011 This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes 2006 2007 2008 2009 2010 2011 % Chg January 76.7% 81.6% 80.8% 76.1 % 78.5% 81.2% 3.4% February 80.5% 87.1 % 87.0% 87.2% 89.7% 93.1 % 3.8% March 86.3% 84.6% 89.0% 88.2% 93.2% 95.6% 2.6% April 85.6% 84.9% 86.8% 87.5% 88.5% 91.5% 3.4% May 84.3% 78.5% 82.3% 81.5% 83.3% June 81.3% 75.2% 75.7% 78.0% 76.9% July 81.2% 78.3% 80.6% 83.5% 82.2% August 58.3% 69.6% 66.4% 72.7% 70.5% September 51.0% 56.7% 39.9% 55.0% 58.5% October 61.9% 64.4% 63.9% 67.4% 70.4% November 71.2% 75.9% 72.7% 74.5% 75.9% December 67.0% 69.5% 68.8% 71.4% 71.1% Total 73.5% 75.5% 74.2% 76.9% 78.1% 90.2% 5.7% 2006 2007 2008 2009 2010 2011 % Chg January $188.95 $208.16 $217.36 $198.54 $198.35 $203.10 2.4% February $223.05 $253.00 $250.00 $215.09 $225.62 $235.81 4.5% March $224.85 $260.70 $263.15 $215.70 $241.09 $258.48 7.2% April $199.27 $221.42 $211.36 $200.74 $193.88 $217.13 12.0% May $169.33 $192.52 $197.28 $174.23 $184.80 June $150.49 $173.72 $173.38 $153.72 $165.20 July $152.98 $170.21 $175.56 $157.32 $165.73 August $140.17 $158.42 $162.91 $147.18 $152.20 September $147.39 $163.52 $150.22 $145.66 $147.42 October $175.52 $181.01 $180.14 $173.13 $177.25 November $168.65 $176.46 $172.41 $170.62 $175.06 December $196.15 $216.07 $201.92 $201.28 $204.17 Total $180.31 $200.18 $201.44 $181.12 $190.96 $234.56 5.7% 2006 2007 2008 2009 2010 2011 % Chg January $145.01 $169.84 $175,61 $151.03 $155.70 $164.91 5.9% February $179.56 $220.26 $217.42 $187.62 $202.42 $219.49 8.4% March $194.01 $220.51 $234.21 $190.30 $224.72 $247.04 9.9% April $170.64 $188.01 $183.45 $175.68 $193.88 $217.13 12.0% May $142.77 $151.04 $162.29 $141.96 $154.01 June $122.29 $130.61 $131.20 $119.94 $126.97 July $124.24 $133.34 $141.56 $131.32 $136.30 August $81.67 $110.26 $108.18 $106.97 $107.26 September $75.21 $92.64 $59.94 $80.06 $86.18 October $108.60 $116.63 $115.17 $116.72 $124.81 November $120.01 $133.89 $125.43 $127.17 $132.89 December $131.51 $150.21 $138.98 $143.64 $145.08 Total $132,54 $150.64 $149.49 $139.22 $149.21 $211.46 9.0% .. ,11l.� �'��lllililri111111 l'��� �...!�!�llllllllll� EMil■i111fi ►�!111111 , ,11111111111111► ► ►,, � 11 1 ■■■■11111■Illli�i��llll ., IIIIIIIIIN111111%11111 Illllilllllllllliilllll . , ■■N■ N ■ ■■N■■■ ■■ ■i.!_���■■■■■■■■■■■■■■■ f �/��\tom �■■■■■■■■■■■/ .. ■�■■■■fig! :� ■■■■■N■s■/� ■■■■■■■■N■■■■■�■■■■■■■ ■r�rr�:N■■■■■■■■■■■■■ ■:.N■N►�' . ■■■■■■■■■■■■r WINNERS _- , ■■■N!! Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers. Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes HISTORIC TREND REPORT KEY WEST B&Bs, GUEST HOUSES AND INNS SMITH TRAVEL RESEARCH 5/24/2011 This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes 2006 2007 2008 2009 2010 2011 % Chg January 57.5% 83.7% 79.8% 79.9% 76.7% -4.0% February 71.7% 92.0% 92.3% 90.0% 90.8% 91.6% 0.9% March 78.6% 90.2% 91.1% 90.8% 94.4% 96.0% 1.7% April 75.5% 89.2% 87.3% 86.0% 89.0% 92.0% 3.4% May 63.1 % 82.6% 85.8% 83.2% 84.1 % June 66.0% 77.2% 76.8% 77.4% 75.7% July 59.5% 79.4% 81.2% 82.7% 80.5% August 45.3% 70.7% 67.8% 71.0% 68.7% September 41.4% 60.6% 43.7% 53.1 % 57.6% October 44.6% 67.5% 67.6% 67.7% 70.2% November 59.5% 79.2% 77.2% 75.5% 69.8% December 52.1 % 71.1 % 70.2% 72.3% 68.3% Total 59.6% 85.1 % 77.0% 77.4% 77.3% 88.7% 0.2% 2006 2007 2008 2009 2010 2011 % Chg January $177.13 $178.93 $167.77 $170.30 $175.23 2.9% February $205.42 $220.11 $209.53 $183.06 $194.21 $204.48 5.3% March $214.07 $224.11 $220.04 $183.42 $204.73 $218.16 6.6% April $201.16 $188.34 $185.40 $167.76 $184.07 $195.61 6.3% May $150.49 $169.53 $165.73 $145.61 $158.33 June $144.17 $149.54 $141.46 $125.60 $143.20 July $140.91 $147.70 $143.11 $131.70 $145.03 August $127.45 $135.90 $136.07 $122.28 $132.87 September $125.86 $139.04 $129.13 $130.19 $130.45 October $127.01 $155.13 $155.87 $149.21 $151.62 November $170.69 $145.05 $141.40 $145.93 $152.26 December $193.45 $173.63 $165.95 $166.43 $172.91 Total $164.82 $184.60 $167.61 $153.27 $164.65 $200.05 5.9% 2006 2007 2008 2009 2010 2011 % Chg January $101.29 $149.75 $133.85 $136.10 $134.42 -1.2% February $147.21 $202.40 $193.44 $164.83 $176.40 $187.23 6.1% March $168.31 $202.25 $200.37 $166.55 $193,19 $209.50 8.4% April $151.92 $167.92 $161.79 $144.33 $163.88 $180.04 9.9% May $95.02 $139.97 $142.25 $121.15 $133.21 June $95.13 $115.43 $108.68 $97.19 $108.37 July $83.88 $117.26 $116.26 $108.89 $116.69 August $57.76 $96.13 $92.23 $86.85 $91.27 September $52.05 $84.32 $56.39 $69.14 $75.12 October $56.63 $104.71 $105.37 $101.02 $106.41 November $101.53 $114.86 $109.11 $110.23 $106.32 December $100.76 $123.47 $116.50 $120.28 $118.08 Total $100.96 $157.12 $129.04 $118.61 $127.24 $177.40 6.1% The Key West BBB, Guest House and Inn HISTORIC TREND REPORT began July 2009 IN _'�!■■■■■■■■■■■■■■■ �N�VIA ,pill 49 Will 14 all iii■111■11111►1�; ��N 11 .. loll■■■■I■■■■■��,.��■■■ MEN■■ ■ loll loll ■■■�■■■■■■■■■■■■■■loom■ ■■�.s�•■■■■m■■■■■■■■■mMaNd _room■■ o■■■■■■■■mo,.�; „ ... ■■■ ■■■■N loll , . ■■■■■■■■■■■■�■flies i�■■■■ ,: ■N■■■■■■■■■■■■!fin!■■■ Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers. Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes HISTORIC TREND REPORT MONROE COUNTY EXCLUDING KEY WEST SMITH TRAVEL RESEARCH 5/24/2011 This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119. Florida Statutes 2006 2007 2008 2009 2010 2011 % Chg January 59.9% 68.0% 66.3% 59.6% 55.2% 55.2% 0.0% February 67.5% 72.3% 75.5% 71.9% 69.1% 73.5% 6.4% March 77.6% 78.6% 76.4% 72.7% 75.8% 82.0% 8.2% April 75.5% 74.4% 70.2% 73.0% 72.8% 74.9% 2.9% May 70.0% 64.3% 65.8% 65.2% 69.4% June 71.9% 68.3% 66.7% 67.7% 70.8% July 68.6% 67.9% 70.0% 72.0% 75.9% August 44.5% 60.1% 56.8% 59.2% 59.7% September 35.5% 41.5% 31.0% 38.1% 42.1% October 44.1 % 46.0% 44.7% 46.5% 52.9% November 57.1% 52.9% 52.4% 50.7% 53.5% December 51.6% 48.5% 48.6% 51.1% 49.9% Total 59.5% 61.9% 60.3% 60.6% 61.9% 71.3% 4.6% 2006 2007 2008 2009 2010 2011 January $168.63 $192.27 $195.38 $162.99 $163.90 $158.55 February $208.00 $233.46 $223.76 $183.29 $180.30 $191.14 March $233.86 $255.32 $254.63 $192.44 $199.31 $211.13 April $216.17 $234.81 $196.96 $185.91 $180.74 $209.20 May $163.07 $188.62 $178.12 $155.77 $150.22 June $155.40 $176.40 $162.00 $143.05 $144.10 July $166.14 $182.42 $164.54 $146.62 $151.81 August $149.61 $163.52 $157.84 $133.74 $136.66 September $134.03 $139.77 $126.28 $120.48 $123.03 October $147.24 $148.82 $139.28 $125.02 $124.79 November $169.79 $167.36 $155.56 $140.63 $141.09 December $212.19 $204.80 $193.22 $178.85 $175.12 % Chg $300 -3.3% $260 6.0% s2eo 5.9% $240 15.7% $220 $200 Wo $180 $140 slzo :100 i �..11 11111111111111�1 :..1111!l11111111111111111 ,.J-�����N��11111111111 f��illll�����►��1111■111 ... .. I�IIINIIIIIII��IIE'��'� INIlilllllllll�� 11111111111111111�1■■11 I�roi, ■■■■■■■■■■■■■■■■■■■logo t - Total $180.70 $197.19 $185.46 $158.49 $158.35 $195.16 7.0% .2006 2007 --A-- 2008 �1- 2009 * 2010 t 2011 2006 2007 2008 2009 2010 2011 % Chg January $101.06 $130.65 $129.45 $97.09 $90.47 $87.55 -3.2% February $140.33 $168.72 $169.00 $131.78 $124.60 $140.56 12.8% March $181.55 $200.70 $194.50 $139.96 $151.05 $173.07 14.6% April $163.14 $174.77 $138.34 $135.69 $131.54 $156.70 19.1% May $114.12 $121.21 $117.13 $101.64 $104.24 June $111.79 $120.40 $108.08 $96.85 $102.08 July $114.03 $123.80 $115.16 $105.63 $115.19 August $66.65 $98.26 $89.67 $79.12 $81.61 September $47.55 $57.94 $39.20 $45.86 $51.81 October $64.89 $68.49 $62.22 $58.19 $65.99 November $96.97 $88.54 $81.48 $71.34 $75.46 December $109.39 $99.33 $93.97 $91.33 $87.43 Total $107.54 $121.98 $111.76 $96.00 $97.94 $139.09 11.8% ■■■� ■■■■■■■■g■■■■■ ■N■■■■■■■■■■■■■■■■■■loss9 11111■o■ �■■■s EB111 �s■s■se�. 111IN00100. m■■■ Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers. Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes HISTORIC TREND REPORT Key Largo SMITH TRAVEL RESEARCH 5/24/2011 This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119. Florida Statutes 2006 2007 2008 2009 2010 2011 % Chg January 57.5% 68.8% 68.8% 64.0% 58.2% 58.3% 0.2% February 71.7% 73.7% 73.7% 76.5% 73.1 % 77.4% 5.9% March 78.6% 77.3% 81.1 % 75.5% 78.4% 84.3% 7.5% April 75.5% 73.2% 76.0% 74.3% 74.1 % 75.9% 2.4% May 63.1 % 65.4% 74.7% 63.4% 68.8% June 66.0% 69.1 % 72.8% 67.3% 69.6% July 59.5% 70.7% 75.9% 74.4% 78.5% August 45.3% 62.2% 61.3% 59.9% 59.9% September 41.4% 49.2% 37.6% 41.8% 45.3% October 44.6% 51.7% 51.5% 48.7% 54.9% November 59.5% 61.2% 59.5% 51.5% 58.0% December 52.1% 53.5% 51.3% 53.8% 51.7% .. 1111��11111111111111111 .. U����u��r��1111111111 .. �./IINIl�..11�111111�1 1111111111111► II-Tir .�S"" l jil llll Total 59.6% 64.7% 65.2% 62.7% 63.9% 73.9% 4.2% 2006 2007 2008 2009 2010 2011 % Chg January $177.13 $187.03 $181.46 $163.44 $166.60 $160.91 -3.4% February $205.42 $222.51 $209.81 $179.32 $173.60 $193.86 11.7% March $214.07 $224.79 $227.75 $182.50 $187.32 $199.58 6.5% April $201.16 $209.87 $181.30 $173.20 $167.43 $192.93 15.2% May $150.49 $169.26 $191.04 $147.94 $139.30 June $144.17 $147.08 $139.10 $127.13 $128.09 July $140.91 $149.36 $141.20 $132.23 $180.40 August $127.45 $143.91 $135.59 $132.26 $133.69 September $125.86 $128.83 $117.56 $115.48 $119.40 October $127.01 $137.87 $128.87 $123.80 $121.66 November $170.69 $159.43 $156.84 $148.86 $143.68 December $193.45 $179.56 $178.54 $169.51 $162.81 Total $164.82 $174.90 $166.03 $150.20 $148.91 $188.60 8.1% 2006 2007 2008 2009 2010 2011 % Chg January $101.29 $128.74 $121.46 $104.57 $96.99 $93.84 -3.2% February $147.21 $163.88 $167.76 $137.13 $126.94 $149.99 18.2% March $168.31 $173.83 $184.53 $137.81 $146.93 $168.21 14.5% April $151.92 $153.69 $137.73 $128.61 $124.11 $146.52 18.1% May $95.02 $110.76 $142.63 $99.53 $96.92 June $95.13 $101.62 $101.27 $85.54 $88.62 July $83.88 $105.67 $107.20 $98.39 $105.01 August $57.76 $90.09 $83.11 $71.35 $73.56 September $52.05 $63.36 $44.23 $48.27 $54.07 October $56.63 $71.22 $66.40 $60.28 $66.76 November $101.53 $97.55 $93.24 $76.67 $83.31 December $100.76 $96.03 $91.67 $91.16 $84.17 Total $100.96 $113.08 $108.29 $94.14 $95.09 $139.33 12.7% Key Largo Tract HISTORIC TREND REPORT began May 2008 ■ l■■■■� IN 11■■■111■■■■■■■■■■■■■■■ molls ■■N�■■■■■ CNN■■■■■ Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers. Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes M15TORIG TREND REPORT Marathon SMITH TRAVEL RESEARCH 5/24/2011 This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119. Florida Statutes 2006 2007 2008 2009 2010 2011 % Chg January 57.5% 64.3% 61.6% 52.7% 52.2% 53.2% 1.9% February 71.7% 69.0% 68.9% 66.2% 66.6% 73.5% 10.4% March 78.6% 77.1 % 68.4% 69.2% 76.2% 84.0% 10.2% April 75.5% 71.7% 61.7% 71.3% 73.9% 76.6% 3.7% May 63.1 % 58.3% 63.1 % 63.4% 68.8% June 66.0% 62.8% 55.8% 68.3% 71.9% July 59.5% 60.6% 61.9% 72.0% 75.1 % August 45.3% 53.5% 49.5% 60.3% 60.9% September 41.4% 32.0% 24.2% 34.9% 41.8% October 44.6% 44.1 % 34.8% 45.1 % 54.6% November 59.5% 47.6% 47.5% 48.5% 52.7% December 52.1% 44.2% 45.7% 49.0% 52.5% ...111 1111111111111 Ili 11111111111 11111111111 F.0;` '�'�II! _�111111111 lr �i11►��„1111;1�1 E�IIIIIIii�i1► ��1■��`�M! .. IIIIIIIIIN111�►l�!���� „ 1111111111111111��/.'l111 Total 59.6% 57.1 % 54.4% 58.1 % 61.90% 71.8% 6.8% 2006 2007 2008 2009 2010 2011 % Chg January $177.13 $187.60 $203.73 $182.39 $176.09 $166.30 -5.6% February $205.42 $228.41 $219.71 $207.38 $199.17 $199.37 0.1% March $214.07 $261.89 $264.39 $230.54 $233.64 $238.22 2.0% April $201.16 $242.93 $216.39 $222.62 $209.57 $237.65 13.4% May $150.49 $193.93 $219.68 $175.21 $165.24 June $144.17 $190.98 $174.31 $170.12 $165.20 July $140.91 $205.66 $208.33 $177.55 $180.40 August $127.45 $177.91 $174.51 $160.13 $161.66 September $125.86 $136.32 $130.43 $132.71 $131.46 October $127.01 $171.54 $140.50 $137.27 $130.93 November $170.69 $173.47 $153.63 $154.49 $148.41 December $193.45 $218.83 $220.16 $214.81 $199.15 Total $164.82 $199.12 $201.69 $180.25 $178.67 $215.00 3.6% 2006 2007 2008 2009 2010 2011 % Chg January $101.29 $120.72 $125.50 $96.20 $91.97 $88.50 -3.8% February $147.21 $157.55 $151.30 $137.26 $132.67 $146.63 10.5% March $168.31 $201.95 $180.72 $159.55 $177.96 $200.18 12.5% April $151.92 $174.20 $133.52 $158.76 $154.95 $182.05 17.5% May $95.02 $113.00 $138.60 $111.03 $113.67 June $95.13 $119.96 $97.30 $116.18 $118.86 July $83.88 $124.71 $128.92 $127.85 $135.43 August $57.76 $95.22 $86.41 $96.62 $98.48 September $52.05 $43.63 $31.52 $46.35 $54.94 October $56.63 $75.59 $48.89 $61.97 $71.51 November $101.53 $82.53 $72.95 $74.98 $78.26 December $100.76 $96.63 $100.67 $105.25 $104.56 Total $100.96 $117.14 $109.66 $104.72 $110.62 $154.30 10.7% a Marathon Tr- HISTORIC TREND REPORT began March 2000 1111000 .W a . -.. . 111IN111„11111=■■1 solve moon �■■■■■■■■■■■■■■■■■ ■■■,r, I■■■■■■■■■■■■■■■ ��■N■■■■■■■■■N■d■■►ti�.� ON ■��■■■■■■■■■ LJ%■■■■■►���► 3. ■■■■■■■■_n Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers. Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes H15TORIC TREND REPORT Islamorada SMITH TRAVEL RESEARCH 5/24/2011 This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119. Florida Statutes 2008 2009 2010 2011 % Chg January February March April May June July August September October November December Total 75.6% 72.2% 69.1 % 68.5% 70.0% 55.9% 29.2% 44.4% 49.7% 46.2% 57.7% 72.2% 70.4% 72.1% 64.6% 60.6% 65.4% 52.3% 34.1% 41.4% 47.8% 46.4% 56.8% 47.6% 63.1 % 69.1% 66.8% 63.5% 64.1 % 70.2% 55.0% 36.6% 45.9% 47.4% 42.7% 56.20% 48.1% 66.6% 75.7% 68.9% 64.6% 1.1% 5.5% 9.6% 3.1% 4.8% two^r, 900 0 e00=% j 700 0 e00% s00% a00% S00% ♦zoos LAV- 120.7 IMz -2009 11.1. -4--2011 0 2008 2009 2010 2011 To Chg January $167.85 $167.85 $167.09 $164.60 -1.5% February $190.90 $190.90 $182.72 $192.67 5.4% March $ 307.45 $196.50 $195.04 $ 209.96 7.6% April $ 251.73 $190.26 $183.32 $ 216.55 18.1 % May $ 207.61 $164.08 $158.27 June $193.76 $146.85 $148.56 July $194.57 $149.63 $156.90 August $184.19 $137.73 $138.90 September $144.44 $123.67 $128.10 October $162.89 $121.47 $129.77 November $178.29 $128.37 $142.93 December $ 217.23 $172.76 $179.26 loop ►>��■■■■■■■■■■■■■■■ ■■[rF���■■■■■■■■■■■■■ 11111,141 IN 11MAi FKA a ME NJ ■■■■■■■■■■■■■■■■■■■■■■■ Total $161.87 $162.29 $198.30 8.2% 2008 2009 2010 2011 % Chg January $96.87 $79.59 $79.21 -0.5% February $137.76 $115.27 $128.40 11.4% March $232.49 $138.28 $134.72 $159.01 18.0% April $181.72 $137.27 $122.41 $149.25 21.9% May $143.40 $106.04 $100.48 June $132.81 $88.98 $95.15 July $136.25 $97.84 $110.07 August $102.92 $72.04 $76.37 September $42.20 $42.22 $46.93 October $72.32 $50.33 $59.53 November $88.62 $61.34 $67.77 December $100.31 $80.11 $76.47 Total $91.92 $91.24 $128.01 13.4% alelanorada Tract HISTORIC TREND REPORT began September 20 t0 W-7101-1 ►\\ ■■P1■■■■■■■■■ Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers. Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes Monroe County Tourist Development Council Smith Travel Resarch - Tier Report For the month of: April 2011 Stir S JY Florida Keys Florida Keys Luxury Florida Keys Upscale Florida Keys Mid rice Florida Keys Economy Florida Keys Budget Key West Key West Lower Tier Key West Middle Tier Key West Upper Tier B&Bs, Guest Houses & Inns Upper Florida Keys Upper Florida Keys Lower Tier Upper Florida Keys Middle Tier Upper Florida Keys Upper Tier % Current Month -April ADR $ 2011 vs April2010 RevPAR $2011 2010 2011 2010 2011 2010 "-erc-en-FOcc vPAR 83.7 81.2 225.50 203.21 188.65 165.0414.3 80.4 80.2 349.47 30675 281.11 246.0714.2 88.2 84.0 258.69 231.05 228.15 194.1417.5 80.8 77.3 184.04 165.15 148.67 127.61 4.6 11.4 16.5 91.5 88.5 237.40 219.12 217A3 193.88 3.4 8.3 12.0 90.4 84.8 181.49 171.05 164.13 144.99 6.7 6.1 13.2 91.1 88.9 312.76 283.62 284.88 252.05 2.5 10.3 13.0 92.0 89.0 195.61 184.07 180.04 163.88 3.4 6.3 9.9 74.9 72.8 209.20 180.74 156.70 131.54 2.9 15.7 19.1 64.6 60.6 153.94 124.32 99.49 75.31 6.7 23.8 32.1 72.0 70.7 253.74 212.12 182,72 150.00 1.8 19.6 21.8 Occ % Year . D.te -April ADR $ 2011 vsApri12010 RevPAR $ ercent ange rom YTD 2010 2011 2010 2011 2010 2011 2010 Occ ADR RevPAR 81.2 78.5 218.27 206.01 177.34 161.75 3.5 5.91 9.6 78.1 74.4 329.29 312.28 257.28 232.36 5.0 5.5 10.7 87.4 79.4 248.16 238.351 216.92 189.27 10.1 4.1 14.6 78.6 76.4 178.38 168.99 140.28 129.11 2.9 5.6 8.7 90.2 87.4 234.56 221.83 211.46 193.93 3.1 5.7 9.0 89.0 86.9 182.59 176.36 162.43 153.19 2.4 3.5 6.0 91.5 85.6 300.88 287.31 275.17 245.87 6.9 4.7 11.9 88.7 88.5 200.05 188.98 177.40 167.20 0.2 5.9 6.1 71.3 68.2 195.16 182.44 139.09 124.36 4.6 7.0 11.8 66.6 58.4 148.31 123.091 98.73 71.86 14.0 20.5 37.4 67.4 64.3 230.53 216.581 155.44 139.23 4.9 6.4 11.6 Key Largo 1 75.91 74.11 192.931 167.431 146.521 124.111 2.41 15.21 18.111 73.91 70.91 188.601 174.421 139.331 123.661 4.21 8.1 12.7 Marathon 1 76.61 73.91 237.651 209.571 182.051 154.951 3.71 13AF77.51 1 71.81 67.21 215.001 207.491 154.301 139.421 6.81 3.61 10.7 s amora a .81 216,551 183.321 149.251 122.411 3.11 18.1 21.9 64.6 61.61 198.301 183.311 12&011 112.901 4.91 8.21 13.4 Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes The information contained in this report is based upon independent surveys and research from sources considered reliable but no representation is made as to its completeness or accuracy. This industry standard and is intended solely for the internal purposes of your company and should not be published in any manner unless authorized by Smith Travel Research. Florida Markets Comparison Sarasota -Bradenton FL Florida Keys Melbourne -Titusville, FL Daytona Beach, FL Fort Myers, FL West Palm Beach -Boca Florida South Central Florida Panhandle Tampa -St Petersburg, FL Orlando, FL Miami -Hialeah, FL Jacksonville, FL Fort Lauderdale, FL 0.0 April Occupancy 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Sarasota -Bradenton. FL Florida Keys Melbourne -Titusville, FL Daylona Beach. FL Fort Myers. FL _ West Palm Beach -Boca Florida South Central Florida Panhandle Tampa -St Petersburg, FL Orlando, FL Miami -Hialeah, FL Jacksonville, FL Fort Lauderdale. FL April ADR $117.10. 1_- ---- $217.33 sz $125.5 r .52 $173.6 $13 $112A4 573. 25 598.74 E5104.28 $18 .10 .43 579. 1 $- $50 $100 $150 $200 $250 Occupancy 2011 2010 April March Feb Jan Dec Nov October September August July June May Aril Fort Lauderdale, FL 764 834 836 750 691 696 66.5 53.6 601 637 618 63.6 68.1 Jacksonville, FL 636 68.1 63.1 52.0 48.1 52.7 56.4 51.3 53.7 62.5 61.5 57.4 61 1 Miami -Hialeah, FL 798 857 821 745 709 723 68.2 593 660 679 638 673 72.7 Orlando, FL 764 80.6 73 2 62.1 653 590 623 49.7 589 72.0 66 1 578 688 Tampa -St Petersburg, FL 647 81 1 70.1 561 469 520 546 470 523 54.4 547 51 9 61.7 Florida Panhandle 57.2 613 49.2 369 1 34.7 41 7 454 459 51 1 664 66.3 54 1 55.2 Flonda South Central 563 728 1 68.3 523 43.0 469 452, 36.9 40.0 450 1 45.9 446 55.7 West Palm Beach -Boca Raton, FL 742 836 82.4 703 59.6 601 551 464 556 62 1 59.8 588 656 Fort Myers FL 606 828 744 542 439 461 403 331 37.3 459 44.5 47.0 56.2 Daytona Beach, FL 55.4 63.5 56.9 42.0 292 39.0 40.3 376 46.9 64.3 53.9 51.6 55.3 Melbourne -Titusville, FL 609 71 2 656 465 39.6 490 468 421 484 571 51 5 55.9 621 Florida Keys 83.7 89.2 83.9 68.9 61.1 65.3 62.1 50.9 655 79.3 74.1 769 83.3 Sarasota -Bradenton, FL 65 3 832 740 1 550 458 51 7 494 40.6 419 499 48.7 563 64.9 Year to Date Occupancy 2011 2010 YTD Thru Apr YTD Thru Mar YTD Thru Feb YTD Thru Jan YTD thru Dec YTD thm Nov YTD Thru October YTD Thru Septemt YTD Thru August YTD Thru July YTD Thru June YTD Thru May YTD Thru Apr Fort Lauderdale. FL 794 80.6 79.0 750 67.3 671 66.9 66.9 68.6 69.8 70.9 727 75.1 Jacksonville, FL 61 7 61 0 57.4 52.0 562 569 573 574 58.1 587 58 1 57.4 574 Miami -Hialeah, FL 806 808 78.3 74.5 70.2 69.9 70.0 70,1 71.5 72.2 73.0 74.8 76.7 Orlando, FL 730 71 8 67.3 62 1 632 630 63.4 636 652 66 1 651 650 66.8 Tampa -St Petersburg, FL 68.0 691 627 561 55.3 56.1 56-5 567 57.9 58.7 59.5 60.5 62.7 Florida Panhandle 512 49.2 428 36.9 1 50.2 51 6 526 534 54.3 54.8 527 50.1 490 Flonda South Central 62.3 1 642 59.7 52.3 479 48.4 485, 48.9 504 51 9 53.11 54.7 574 West Palm Beach -Boca Raton, FL 775 786 76.0 70.3 620 62.3 62.5 633 654 668 67.6 692 71.9 Fort Myers, FL 678 703 637 54.2 48.6 49.1 49.4 50A 52.5 547 56.6 %5 62.7 Daytona Beach, FL 545 54.1 49 1 420 479 496 506 51 8 53.6 55 1 535 535 540 Melboume-Titusville, FL 609 60.8 55.5 465 52.9 542 54.7 556 573 58.6 588 60.3 61 5 Florida Keys 81 2 805 759 689 705 71 5 72 1 73.2 760 77 7 779 788 79 1 Sarasota -Bradenton, FL 692 707 64 1 550 54.2 55,0 55.3 56.0 579 602 62.0 64 7 668 Source 2011 Smith Travel Research, Inc.ISTR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Markets Comparison Average Daily Rate April March 2011 Feb Jan 2010 Dec Nov October September August July June May Aril Fort Lauderdale, FL $ 122.87 $ 133.94 $136 10 $124 88 $ 10228 $ 96.74 $ 100,04 $ 83,84 $ 83.56 $ 89.23 $ 91,92 $ 101 83 $ 112.84 Jacksonville, FL $ 86.44 $ 83.79 $79.29 $75 45 $ 7432 $ 7565 $ 8079 $ 7653 $ 7740 $ 86.75 $ 8364 $ 8539 $ 8487 Miami -Hialeah, FL $ 17073 $ 188.45 $183 43 $171 51 $ 16064 $ 133,60 $ 12703 $ 109.17 $ 111.11 $ 118.33 $ 118.87 $ 134,06 $ 15209 Orlando FL $ 10222 $ 103 71 $104.28 $95 11 $ 9644 $ 9071 $ 93 76 $ 7939 $ 81 35 $ 85.89 $ 91 07 $ 8839 $ 9853 Tampa -St Petersburg, FL $ 104.34 $ 11295 $98,74 $92.57 $ 80.09 $ 8376 $ 88,04 $ 82,26 $ 8388 $ 8600 $ 8898 $ 90,61 $ 101.20 Florida Panhandle $ 9922 $ 99,01 $73 25 $70 87 1 $ 6875 $ 77.87 $ 8203. $ 8465 $ 8789 $ 101 57 $ 10386 $ 94 14 $ 9458 Florida South Central $ 112.62 $ 121 17 $112.64 $100.65 $ 9106 $ 9074 $ 8938 $ 82.90 $ 7972 $ 8481 $ 8561 $ 96.30 $ 114.52 West Palm Beach -Boca Raton, FL $ 15399 $ 17782 $173 66 $149 58 $ 13533 $ 114.07 $ 10431 $ 91.66 $ 94,11 $ 9638 $ 9905 $ 10861 $ 14098 Fort Myers, FL $ 14856 $ 161 14 $132 52 $110 62 $ 107.36 $ 97 99 $ 9471 $ 8843 $ 9925 $ 10800 $ 10791 $ 111 34 $ 146.96 Daytona Beach, FL $ 92.37 $ 107.94 $125.54 $83.44 $ 69.79 $ 80.83 $ 85.63 $ 77.60 $ 85.74 $ 111.62 $ 95.83 $ 89.55 $ 94.70 Melbourne -Titusville, FL $ 9386 $ 8885 $89 62 $77 88 $ 76.29 $ 84.59 $ 83.23 $ 78.54 $ 79.91 $ 84.02 $ 8396 $ 87.55 $ 89.21 Florida Keys $ 225.50 $ 237 97 $217 33 $186 23 $ 19294 $ 161 95 $ 15620 $ 13807 $ 14514 $ 15156 $ 11191 $ 17041 $ 20530 Sarasota -Bradenton, FL $ 129 19 $ 1 3582 $117 10 $98 50 $ 95,04 $ 9452 $ 9484 $ 85,52 $ 8634 $ 97 15 $ 94,61 $ 100.77 $ 115 71 Year to Date Average Daily Rate 2011 2010 YTD Thru Apr YTD Thru Mar YTD Thru Feb YTD Thru Jan YTD thru Dec YTD thru Nov YTD Thru October YTD Thru Septernk YTD Thru August Y-rD Thru July YTD Thru June YTD Thru May YTO Thru Apr Fort Lauderdale. FL $ 12960 $ 13183 $13063 $12488 $10770 $ 108,16 $ 109.33 $ 110,37 $ 112.93 $ 11652 $ 120.54 $ 125.37 $ 130.49 Jacksonville, FL $ 81 57 $ 7984 $77 39 $75 45 $80.18 $ 80,64 $ 81.07 $ 81 12 $ 82.13 $ 83.17 $ 8250 $ 82,24 $ 81 41 Miami -Hialeah, FL $ 17879 $ 181 46 $177 20 $171 51 $144 13 $ 14257 $ 14410 $ 14608 $ 149.86 $ 15503 $ 16072 $ 167,66 $ 175.36 Orlando, FL $ 101.65 $ 101.41 $99.89 $95.11 $91.95 $ 91.53 $ 91.61 $ 91.36 $ 92.53 $ 94.05 $ 95.59 $ 9655 $ 98.40 Tampa -St Petersburg, FL $ 103 14 $ 10276 $95 89 $92 57 $91 43 $ 9232 $ 9309 $ 93,61 $ 9486 $ 9637 $ 97.98 $ 9957 $ 101.50 Florida Panhandle $ 8805 $ 83.71 $72 09 $70.87 1 $88 56 $ 8980 $ 9071 $ 91 53 $ 92.26 $ 9288 $ 91 00 $ 8759 $ 8571 Florida South Central $ 11331 $ 11261 $107 13 $100 65 $98 38 $ 98,99 $ 99.77 $ 100.88 $ 102.50 $ 105.10 $ 108.00 $ 11327 $ 116.63 West Palm Beach -Boca Raton, FL $ 164.89 $ 168.32 $162.25 $149 58 $125 03 $ 124 12 $ 12507 $ 12712 $ 13021 $ 134.35 $ 140.33 $ 147 11 $ 155,08 FortMyers, FL $ 14078 $ 138,62 $122.85 $110.62 $11917 $ 12013 $ 121,23 $ 12359 $ 12628 $ 12886 $ 131.44 $ 138.18 $ 143.37 Daytona Beach, FL $ 10385 $ 107 19 $106 81 $83.44 $94 56 $ 9589 $ 97.03 $ 9803 $ 10028 $ 10349 $ 101 84 $ 10276 $ 10606 Melboume-Titusville, FL $ 8804 $ 86 13 $84 53 $77 88 $83 35 $ 8386 $ 8378 $ 83.83 $ 8431 $ 84.92 $ 85.06 $ 85.24 $ 84,70. Flonda Keys $ 21827 $ 21571 $201 98 $186 23 $177 64 $ 17650 $ 17784 $ 17994 $ 18341 $ 188.02 $ 19371 $ 20079 $ 20845 Sarasota -Bradenton, FL $ 121 98 $ 119.85 $109 07 $98 50 $103 51 $ 104 16 $ 105.05 $ 10606 $ 10Z84 $ 11004 $ 111.76 $ 114.32 $ 117.29 Source 2011 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Markets Comparison RevPAR 2011 2010 April March Feb Jan Dec Nov October September August July June May April Fort Lauderdale, FL $ 93.89 $11177 $113.77 $93.63 $ 7072 $ 6731 $ 66,56 $ 4490 $ 50.25 $ 56,81 $ 5685 $ 64.75 $ 76.85 Jacksonville, FL $ 54.98 $57.09 $50.05 $39.22 $ 35.78 $ 39.90 $ 45.54 $ 39.26 $ 41 57 $ 54.24 $ 51.46 $ 48.99 $ 51.90 Miami -Hialeah. FL $ 13625 $161.41 $15065 $127,84 $ 113,93 $ 9654 $ 8659 $ 64.71 $ 73,36 $ 80,30 $ 75.84 $ 90.23 $ 110,52 Orlando, FL $ 78,08 $83 54 $76 31 $59 04 $ 63.00 $ 5352 $ 5844 $ 3945 $ 4790 $ 61 85 $ 60.22 $ 51 13 $ 6780 Tampa -St Petersburg, FL $ 6752 $91 63 $69 24 $51 92 $ 37.59 $ 43.56 $ 48.05 $ 3868 $ 4387 $ 4680 $ 4868 $ 47.07 $ 62.47 Florida Panhandle $ 5674 $60 70 $36 02 $26.13 $ 2382 $ 3247 $ 3725 $ 3885 $ 44 92 $ 7746 $ 6882 $ 5095 $ 5223 Flonda South Central $ 6339 $88 21 1 $76 89 $52 64 $ 3912 $ 4253 $ 4044 $ 30.57 $ 31.92 $ 38,13 $ 3929 $ 4295 $ 63.80 West Palm Beach -Boca Raton, FL $ 114.27 $148.64 $143.12 $105.10 $ 80.71 $ 68.52 $ 57.50 $ 42.57 $ 52,30 $ 59.88 $ 5924 $ 63.82 $ 92.42 Fort Myers FL $ 8996 $133 47 $98 65 $59.96 $ 47.09 $ 45,16 $ 38 15 $ 2929 $ 3700 $ 4961 $ 4805 $ 52.38 $ 82.65 Daytona Beach, FL $ 51 18 $68 55 $71 42 $35,08 $ 2035 $ 31 50 $ 3448 $ 2917 $ 40.18 $ 71 72 $ 51 68 $ 4625 $ 5233 Melboume-Titusville. FL $ 57 14 $63 28 $58 80 $36,23 $ 3021 $ 41 47 $ 38.97 $ 3306 $ 38.69 $ 47,98 $ 4322 $ 48,91 $ 55,43 Florida Keys $ 18865 $212 18 $182 26 $128 34 $ 11784 $ 10582 $ 9708 $ 7026 $ 95 38 $ 12652 $ 11549 $ 131 06 $ 17098 Sarasota -Bradenton. FL $ 8434 $112 98 $86 65 $54 22 $ 4356 $ 4886 $ 46.84 $ 3474 $ 36 17 $ 4847 $ 46 12 $ 56.76 $ 7504 Year to Date RevPAR 2011 2010 YTD Thru Apr YTD Thru Mar YTD Thru Feb YTD Thru Jan YrD thru Dec YTD thru Nov YTD Thru October YTD Thru Septemt YTD Thru August YTD Thru July YTD Thru June YTD Thru May YTD Thru Apr Fort Lauderdale. FL $ 10287 $106.20 $10325 $93 63 $72,49 $ 72.60 $ 7313 $ 7388 $ 7746 $ 81 37 $ 8546 $ 91.14 $ 9801 Jacksonville, FL $ 5031 $48 74 $44 39 $39.22 $45 03 $ 4589 $ 46.47 $ 46.58 $ 4769 $ 48.83 $ 47.90 $ 47 19 $ 4671 Miami -Hialeah, FL $ 14403 $146 62 $138.66 $127 84 $101 19 $ 9972 $ 10080 $ 10241 $ 10708 $ 112.01 $ 117.33 $ 125,48 $ 134,56 Orlando, FL $ 74.17 $72.84 $6727 $59 04 $58 15 $ 57.68 $ 5809 $ 5807 $ 60.36 $ 62 14 $ 6223 $ 6274 $ 6576 Tampa -St PetersburgFL $ 70 11 $70 97 $60.13 $51 92 $50 56 $ 51 77 $ 5258 $ 5308 $ 5493 $ 56.61 $ 58.30 $ 60.20 $ 63.61 Florida Panhandle $ 45.05 $41 16 $30.82 $26 13 $44 42 $ 4634 $ 4774 $ 4888 $ 50.12 $ 5087 $ 4799 $ 4386 $ 4202 Flonda South Central $ 7059 $7229 $63 93 $52 64 $47 14 $ 47 89 $ 4842 $ 49.34 $ 51.66 $ 54.56 $ 5737 $ 6200 $ 66,93 West Palm Beach -Boca Raton, FL $ 12777 $132 27 $123.37 $105 10 $77 53 $ 7727 $ 78 13 $ 80.48 $ 8516 $ 8981 $ 9492 $ 101.83 $ 111 53 Fort Myers, FL $ 9550 $97 43 $78.28 $59 96 $57 96 $ 58.97 $ %86 $ 6229 $ 6630 $ 70.55 $ 74.36 $ 82,21 $ 89.89 Daytona Beach, FL $ 5657 $58 00 $52 43 $35 08 $45 26 $ 47.54 $ 49 12 $ 5078 $ 5375 $ 5702 $ 5451 $ 5499 $ 5726 Melbourne -Titusville, FL $ 5358 $52 38 $46,94 $3623 $44 12 $ 4545 $ 4584 $ 4661 $ 4828 $ 4975 $ 50.06 $ 51.43 $ 52.09 Florida Keys $ 17734 $173 57 $153,29 $128 34 $125 32 $ 126 16 $ 12822 $ 131 80 $ 13941 $ 14602 $ 15099 $ 158 14 $ 16498 Sarasota -Bradenton, FL $ 8446 $84 68 $69 89 $54.22 $56 08 $ 5725 $ 5808 $ 5937 $ 6242 $ 66.29 $ 6929 $ 73,93 $ 78,40 Source 2011 Smith Travel Research, Inc./STR Global, Ltd. 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