Professional Documents
Culture Documents
Center For Carolina Living In-Migration
Center For Carolina Living In-Migration
!
Press & Research: http://www.carolinaliving.com/press-room
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
Pop Quiz
Info-Graphics
Interactive Dialogue
Goal
Invitation
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
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In Alliance with:
Downtown Development Association
Departments of Revenue
Departments of Tourism
Departments of Commerce
Clemson, USC, UNCA,Coastal
Carolina, Wake Forest
Mission:
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
4
NC
Total
$21.1
$11.4*
$28.6 Million
Visitors
28.5
36.8
65.3 Million
Tourism Revenue
$14
$18.4
$32.4 Billion
171,430
375,000
546,430
$4.7 B
$9.7 B
$14.6 Billion
$1.1 B
$2.6 B
$3.7 Billion
Sources: SC PRT; US Travel Association 2012 County level data on raw visitor spending
generators. Output Impact multiplier includes visitor spending and other sources of demand
like capital investment. * NC Tourism Promotion does not include Parks. SC includes Parks.
Two state second home market generates an estimated $3 billion within the real estate sector.
Every dollar invested in Tourism, creates $129 in Tax Revenue. (Updated 11/15/13.)
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Definition of Turbo-Tourist
6 million out-of-state visitors planning relocation, business or
second home investments
Return more often, stay longer, spend more on average
465,000 (will relocate to the Carolinas in 2014)
Thousands more will acquire land, businesses, second homes
Going Green!
B2C Commitment:
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TM -
Migration Streams
From 2000-2010 largest Frostbelt to Sunbelt migration streams of older migrants
went to Florida, California, Arizona, Texas and the Carolinas.
10
Millions of Boomers
3.6
3.9
3.9
4.1
4.1
4.2
4.3
4.2
4.3
4.2
4.2
4.2
4.1
2.9
2005 2010 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2012 2013 2024
Source: 2013 US Census
!
The 78 million boomers born between 1945 and 1964 turn 60 from 2005 they 2024 about 8,000 a day.
!
26% Say they will relocate across the state lines.
!
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move to retire.
4% moved across state lines.
93% of Americans historically did not
relocate at retirement.
Carolina In-Migration
Men, Women & Children all Ages (Gross-in)
North Carolina
South Carolina
NC 310,000
SC 155,000
Source: IRS 2012 Migration tracking data on 465,000 (gross-in) people of all ages.
2012 Census documents 612,000 net new faces in SC, 1.33 million to NC.
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13
10
20
30
40
50
60
70
80
90
100
US Average
-2
-3
-5
-6
-8
NC
lem
Sa
nsto NC
in
W gton
in
C
ilm
oN
W
or
sb
en
C
ilk
sN
W
nk
Ba
er
ut
NC
O
ille
nv
ee
Gr
NC
le
vil
tte
ye
Fa
NC
am
rh
Du
NC
te
lot
ar
C
Ch
nN
to
ng
rli
Bu
NC
le
vil
he
As
SC
ter
m
C
Su
hS
ac
Be
tle
C
yr
M er S
t
as
nc
C
La
dS
ea
H
on
ilt
SC
H
ille
nv
ee
C
Gr
aS
bi
m
lu
C
Co
nS
to
les
ar
C
Ch
nS
de
m
Ca
Source: Index of cost data collected during 2012 by the American Chamber of Commerce
Researchers Association for six major categories of Consumer expenditures.
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
17
64
35
32
15
12
1
Philadelphia, PA
Portland, OR
Las Vegas, NV
Bergen-Passaic, NY
Baltimore, MD
Boston, MA
U.S. A V E R A G E
Chicago, IL
-5
21
Source: Index of cost data collected during 2012 by the American Chamber of Commerce Researchers
Association for six major categories of Consumer expenditures.
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18
Seattle, WA
13
Atlanta, GA
Hartford, CT
Denver, CO
San Francisco, CA
San Diego, CA
Flagstaff, AZ
Wilmington DE
Ft Lauderdale, FL
15
26
19
Richmond, VA
23
33
3,967
4,484
3,910
4,376
PA
3,493
3,420
3,655
N
C
6,016
4,631
4,915
4,972
5,016
6,346
5,425
Source: 10/1/2013 Per Capita State & Local Tax Burden: Dornfest, Idaho tax burden study
http://tax.idaho.gov/reports/EPB00074_10-23-2013.pdf.
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N
Y
T
C
N
J
A
M
N
M
D
M
A
C
IL
VA
H
O
FL
SC
2,941
Per Household
$35,975
$71,600
Job Creation
1.5 Jobs
Bank Deposits
$44,868
Investment Portfolio
$198,000
Local Investment
$32,798
$3,493
Per Household
Employment Impact
1.9 Jobs
$35,795
Total
458,413 Jobs
$8.64 Billion
!
Note: Every new affluent retiree household in a rural community is equivalent to 3.7 new
manufacturing jobs.. (Due to economic leakage versus long term expenditure metrics.)
Source: University of Arkansas, Department of Agricultural Economics and Rural Sociology;
SCPRT/USC - Economic Impact Study, using Lower-Bound Data- updated to reflect 2012 US Census of 65+families;
FedStats.gov 2012.
Note: 13.7% of SC population is over age 65.
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Net 61,200
Gross 155,000
$979 Million
$2.5 Billion
$4.1 Billion
$10.4 Billion
$12.9 Billion
PLUS
!
44,890 Jobs
$2 Billion
113,700 Jobs
$5 Billion
Source: SCPRT-USC Economic Impact Study, US Census 20102 Clemson Benefits & Consequences Study.
Average 2.59 people per household. Jobs created per new household 1.9. Median per capita income $44,700.
(10/2012)
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vs Del Webb
CarolinaLiving.com Guide
Exploring the options. Feeling good about the Carolinas.
Annual Circulation: 50,000
National On-Request Readers: 250,000*
Note: 84% of readers are new with every edition.
*4.0 pass on factor
!
!
!
!
250,000 Individual Browsers in
next 12 Months
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Source: N=12,118
who
registered
D E L ICarolinaLiving
V E R I N G M A Rreaders
KETING
, RE
S E A R C H A 1/1/10-10/31/13
N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
by completing the 26-question Carolina Lifestyle Survey.
29
13
6
12
12
NY
NC
NJ
SC
CA
OH
4
4
PA
MI
3 3
3 3
VA
33
MA
CT
8
7
2006-07
2012-13
6
6
3 3
MD
TX
22
GA
IL
AZ
11
IN
1
1
WI
TN
11
1
5
2
5
10
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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31
30
15
Age Range
Under 30
Over Age 50
2007: 37%
2008: 38%
2009: 41%
2010: 44%
2011: 45%
2012: 46%
2013: 49%
!
!
!
!
!
30-39
40-49
50-62
63-69
70+
0
10
15
20
25
30
35
Source: N= 5,723 responder households in 2012-13 registering with Center For Carolina Living.
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31
40
Educational Achievement
Doctorate
Post-Graduate
College Degreed
Some College
High School
0
10
15
20
25
30
35
40
Note: 56% of men and women surveyed have earned a college degree.
(Carolina newcomers bring 40% higher educational achievement than our
indigenous population.)
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
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45
50
Average*
CarolinaLiving.com
$106,000
Median**
National
NC
SC
CarolinaLiving.com
$51,000
$45,150
$43,100
$55,500
16
12
Elite
Wealthy
Affluent
Upper Middle
Source: N= 7,045 Responder households registering with CarolinaLiving and Claritas PRIZM Analysis.
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Responders by:
Law Enforcement
Real Estate
Manufacturing
Women
Men
Architect
Attorney
With average household incomes at $106,000, Carolina in-migrating families arrive ready
to work with rich skills and high educational achievement.
Source: Center For Carolina Living: 2011-12 Carolina Lifestyle Survey of 2,477 in-migrating people
by gender.
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Never
At Least Once
Twice
Three - Five
Six - Ten
Twenty Plus
!Source: N=4,395 most recent responder households registering with Center For Carolina Living.
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Visiting families, in the hunt for jobs, moving a business, a second home or a
place to retire, plan further in advance, stay longer, spend more and return more
frequently than our typical visitors. Once moved, the turbo effect kicks in as
they create five separate vacationing parties per year from friends visiting.
Source: N= 4,393 most recent responder households registering with Center For Carolina Living
!
!
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!
!
!
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FL
GA
VA
AZ
TN
AL
AR
TX
Most in-migrating families (68%) are open to other destination options beyond
the Carolinas. This chart is a good indication of our real competitor based on
the Carolina Lifestyle Survey.
!
Source:
N= 4,395 most recent responder households registering with Center For Carolina Living.
!
!
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40
39
PA
2006-07
2012-13
Central Heartlands
Mountains
Foothills
Riverfront
Rural
Small Town
Urban
2
10
12
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
40
14
16
2006-07
2012-13
Age-Qualified Retirement
Country Club
Air Park
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
!
!
!
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Shelter Preferences
Pre-Owned
2006-07
2012-13
Homesite/Lot
Rent a Home
Rent an Apartment
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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2006-07
2012-13
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
The last on the chart were added recently.
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$199,000
2006-07: $248,000
2012-13: $214,000
(Down 14%)
2006-07
2012-13
12
16
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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44
20
Occupational Preferences
Full-Time
Permanent Part-Time
Volunteering
Starting a Business
Temporary Job
Moving a Business
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
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45
!
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Walking Paths
Shopping
Swimming
Bicycling
Gardening
Museums
Boating
Fishing
Health Club
Computers
History
Camping
Golf
Equestrian
Canoeing
Marina
Tennis
Sailing
Clubhouse
Hunting
Water Skiing
Civic Clubs
Air Strip
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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23.Air Strip
Under 50
22.Water Skiing
21.Hunting
20.Hunting
20.Equestrian
19.Equestrian
19.Sailing
18.Water Skiing
18.Tennis
17.Sailing
17.Civic Clubs
16.Tennis
16.Camping
15.Marina
15.Clubhouse
14.Computers
14.Canoeing
13.Golf
13.Marina
12.Canoeing
12.Computers
11.Health Club
11.Golf
10.History
10.Health Club
9.Gardening
9.Boating
8.Fishing
8.Fishing
7.Camping
7.History
6.Boating
6.Museums
5.Museums
5.Bicycling
4.Bicycling
4.Swimming
3.Swimming
3.Gardening
2.Shopping
2.Shopping
1.Walking Paths
1.Walking Paths
Over 50
41
48
!
!
!
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49
18
12
3.Greenville (2)
4.Beaufort (5)
5.Columbia (3)
7.Summerville (9)
8.Bluffton (13)
9.Conway (20)
10.Georgetown (11)
13.Aiken (6)
16.Lexington (20)
18.Spartanburg (10)
19.Florence (18)
20.Rock.Hill (8)
Source: N= 1,213 families. Claritas National Change of Address Audit (NCOA) on 50,000 families that registered by
completing the 26 question Carolina Lifestyle Survey, showing 307 moves to SC for 12 months ending 4/30/12.
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
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Myrtle Beach, Little River, Murrells Inlet, Conway, Surfside Beach, Georgetown
Charleston Trident
Beaufort Area
Columbia/Midlands
Greenville/Spartanburg
Aiken
Northwestern SC
Rock Hill
Greenwood
Orangeburg
Sumter
Florence
Sumter, Shaw
Florence, Marion, Hartsville, Darlington
U.S.A. Destinations
Source: N=12,063 moves since 2005; Equifax NCOA Audits on
only the 1% of CarolinaLiving readers who relocated after
registering by completing the 26-question Carolina Lifestyle
Survey.
Not including land, lot and second home transactions not
tracked by NCOA.
So
must
beG ,hundreds
DE
L Iwe
V E know
R I N G there
MARK
ETIN
R E S E A Rmore
CH AND
moves from the remaining 99% of readers who did not register.
54
L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
Carolina
Destination Zips
!
Source: N=4,201CarolinaLiving registered
G Ereaders
N E R AT Iwho
O N moved
S E RV I Cbetween
E S S I N C5/1/10
E 1 9 8- 65/1/12.
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
57
Carolina Destinations
!
!
!
!
59
60
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61
62
!
!
63
http://www.uli.org/report/how-to-thrive-in-this-decades-unsettled-markets/
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In Closing
About Center For Carolina Living
Understanding the Tourism Link
2014 Homebuyer Demo/psycho profile
Target Audience & the Economic Impacts
Going Green! - B2C Drum Beat
Invitation:
Use Our Tools (Research, Marketing & Lead Generation)
Schedule a Research Briefing For Your Team
Thanks!
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
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