Visit South Walton. Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Powell Downs & St. Germain Research

Visit South Walton South Walton Food and Film Festival April 2016 Seeing Red Wine Festival November 2015 Marvel of Flight: DeFuniak Springs April 2016 Wine, Women, & Shoes February 2016 Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Powell Downs & St. Germain Research

Economic Impacts of Events Study Objective Determine economic impact of events in South Walton. Study Methodology In-person intercept surveys of event attendees. Note economic impact for events is a function of the numbers of attendees, which were provided by the event sponsor. 2

Events South Walton Food and Film Festival April 8-10, 2016 3

South Walton Food & Film Festival 600¹ attendees (including attendees, volunteers, and staff) Number of attendees by type: 52% locals 21% day visitors 19% stayed in paid accommodations 7% stayed with friend and relatives 134 room nights generated $144,700 direct spending by attendees $214,200 total estimated economic impact ¹Attendence figures, provided by the sponsor, affect economic impact figures. 4

South Walton Food & Film Festival 2.5 people per travel party 4.2 nights stayed in South Walton 45 years old median age $181,000 median household income Origin markets for out-of-county attendees: 29% Pensacola-Mobile 18% Atlanta 12% Surrounding areas* 12% Birmingham 6% Nashville *Fort Walton Beach, Crestview, Panama City, Destin 5

Visit South Walton Event Economic Impact Study Phillip Downs, Ph.D., Senior Partner, pd@dsg-research.com Joseph St. Germain, Ph.D., President, joseph@dsg-research.com Rachael Powell, Project Director, rachael@dsg-research.com Downs & St. Germain Research 850-906-3111: www.dsg-research.com 6

Visit South Walton Seeing Red Wine Festival held in South Walton November 2015 Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Powell Downs & St. Germain Research

Events Seeing Red Wine Festival November 7, 2015 9

Seeing Red Wine Festival 2,425¹ attendees (including attendees, volunteers, and staff) Number of attendees by type: 39% locals 32% stayed in paid accommodations 21% stayed with friend and relatives 8% day visitors 863 room nights generated $948,959 direct spending by attendees $1,708,100 total estimated economic impact ¹Attendence figures, provided by the sponsor, impact economic impact figures. 10

Seeing Red Wine Festival 3.4 people per travel party 4.1 nights stayed in South Walton 49 years old median age $137,500 median household income Key attendee origin markets: 12% Atlanta 11% Surrounding areas* 5% Pensacola-Mobile 5% Birmingham 3% Montgomery 3% New Orleans 2% Nashville 1% Memphis 1% Naples-Ft. Myers 1% Charleston *Fort Walton Beach, Pensacola, Crestview, Panama City, Destin 11

Visit South Walton Marvel of Flight held in DeFuniak Springs April 2016 Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Powell Downs & St. Germain Research

Events Marvel of Flight April 20-24, 2016 15

7,750¹ attendees Marvel of Flight Number of attendees by type: 60% locals 25% day visitors 8% stayed in paid accommodations 6% stayed with friend and relatives 465 room nights generated $423,430 direct spending by attendees $626,680 total estimated economic impact ¹Attendence figures, provided by the sponsor, affect economic impact figures. 16

Marvel of Flight 4.0 people per travel party 2.9 nights stayed in Walton County 53 years old median age $59,700 median household income Origin markets for out-of-county attendees : 39% Surrounding areas* 28% Pensacola-Mobile 6% Birmingham 6% Jacksonville 6% Miami-Ft. Lauderdale *Fort Walton Beach, Crestview, Panama City, Destin 17

Visit South Walton Wine, Women, & Shoes held in South Walton February 2016 Phillip Downs, Ph.D. Joseph St. Germain, Ph.D. Rachael Powell Downs & St. Germain Research

Events Wine, Women, & Shoes February 19-21, 2015 21

Wine, Women, & Shoes 1,145¹ attendees (including attendees, volunteers, and staff) Number of attendees by type: 51% locals 27% day visitors 12% stayed with friend and relatives 10% stayed in paid accommodations 231 room nights generated $259,950 direct spending by attendees $384,730 total estimated economic impact ¹Attendence figures, provided by the sponsor, affect economic impact figures. 22

Wine, Women, & Shoes 2.9 people per travel party 4.6 nights stayed in South Walton 47 years old median age $102,500 median household income Key attendee origin markets: 19% Pensacola-Mobile 5% New Orleans 4% Surrounding areas* 3% Birmingham 1% Montgomery *Fort Walton Beach, Crestview, Panama City, Destin 23