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Prince Edward County Ottawa PDF

20 Pages·2017·3.53 MB·English
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Sa ult Ottawa Ste. Marie Kitchener, Prince Waterloo, Edward County Guelph & Cambridge PRINCE EDWARD COUNTY ECONOMIC IMPACT STATEMENT ABSTRACT: This study was prepared by urbanMetrics inc on behalf of its Client, Airbnb. Tourism is an integral part of the Ontario economy. From sunsets north of Lake Superior to the white sandy beaches of Prince Edward County, Ontario offers unforgettable experiences to visitors of this vast province. This study provides a third-party assessment of the economic impacts associated with the Airbnb home-sharing platform in the context of four regions located in the province of Ontario. These regions include a mid-sized City (Ottawa), a Northern Ontario City (Sault Ste. Marie), a weekend retreat (Prince Edward County), and a university area (Kitchener, Waterloo, Cambridge and Guelph). This report concludes that Airbnb guests in these regions contribute $43 million in spending annually to the provincial economy, supporting over 500 full time employment positions and $23 million in labour income. The information contained in this report is based on a variety of published sources which have been deemed by the authors as both reliable and accurate for the purposes of this study. The urbanMetrics study leverages survey data gathered by Airbnb and relies upon the Ontario Tourism Regional Economic Impact Model (TREIM), which was developed on behalf of the Ministry of Tourism, Culture and Sport for the expressed purpose of measuring expenditure impacts with the Ontario tourism, hospitality and events sector. February 8th, 2017 CITY OF OTTAWA MARKET Canada’s Capital Region is a bucket-list destination for Canadians from coast-to-coast. This vibrant City attracts tourists, business travelers, SNAPSHOT journalists, policy-makers and history-buffs throughout the year. Next to government, tourism is Ottawa’s primary calling-card. POPULATION: 883,400 (City) In 2016, Airbnb guests to the City of Ottawa spent an estimated $32 million in our nation’s capital, generating an economic impact of $24 million for businesses in Ottawa. Within the province, Airbnb guests to TOURISM-BASED BUSINESSES: 12,200 Ottawa generated $25 million in economic activity, supporting nearly 400 full-time employment positions. urbanMetrics estimates that the OCCUPANCY RATES: 72.4% loss of Airbnb in the Ottawa market would, in effect, strip away approximately $4 million in spending and trim approximately 50 full-time positions. AVERAGE DAILY HOTEL RATES: $140 REGIONAL TOURISM ORGANIZATION (RTO) 10: AIRBNB GUEST NIGHT RATE: $48 TOTAL VISITORS: 9.0 MILLION | 4.0 MILLION (overnights) OVERNIGHT TOURIST SPENDING: $1.2 BILLION AIRBNB LISTINGS: 2,300 SPENDING ON ACCOMMODATIONS: 354 MILLION AIRBNB GUEST ARRIVALS: 82,300 AVERAGE LENGTH OF OVERNIGHT STAY: 2.95 nights AIRBNB AVG BOOKING: 3.3 Nights 1: CELEBRATING OUR HERITAGE Museums, art galleries, parks, politics and monuments are Ottawa’s signature draws. Ottawa has always been a festival city. In 2017, Ottawa will be center- stage for Canada’s 150th birthday celebration. This year-long event promises to bring a big surge in visitation to the nation’s capital. Airbnb provides an ideal opportunity to ensure that every Canadian and every family that wants to be part of the 150th celebration can find a safe and comfortable place that meets their budget. 2: HEALTH AND HEALING As major regional health centre, patients and their families routinely travel to Ottawa to undergo specialized medical treatments that are often not available in smaller communities. With Airbnb, patients and families from more remote areas can easily find an array of accommodations that provide many of the comforts of home while focus on their treatment and recovery. 3: OPPORTUNITIES FOR EMPLOYMENT Ottawa is Ontario’s second largest labour market. In addition to over 100,000 federal government jobs, Ottawa is also home to several large educational institutions and boasts a robust climate for business, R&D and innovation. Ottawa attracts job seekers from across the country – and around the world. Airbnb provides a simple platform for job seekers to land their dream job without the stress of finding a place to live immediately. 4: FOOD AND DRINK Whether its grabbing fresh produce grown by local area farmers in the famous Byward Market or a quick meal in Chinatown, Ottawa has a variety of top-rate culinary options. Staying in an Airbnb accommodation provides guests with an opportunity to use kitchen facilities to whip up a meal with fresh food they gathered while traveling throughout the City. 2 urbanMetrics WHY PEOPLE VISIT OTTAWA Prupose of Trip (Overnight Visitors) Ottawa has a very well-diversified tourism market. Based on Ontario tourism data, about half of Other Personal 4% people who visit Ottawa annually do so to visit friends and family. Ottawa also attracts a large share of pleasure and business travelers. Conventions  Business Pleasure (Personal) 17% 24% Tourism in Ottawa continues to grow. According to 1% Ottawa Tourism, hotel occupancy, average daily Shopping rates and revenue per room were all up in 2015. 0% The most common purpose people stay in hotels in Ottawa is for leisure (pleasure), which grew by 3.5% from the previous year. Airbnb provides important alternative VFR accommodation option for those visiting Ottawa to 54% see family and friends, experience Parliament Hill Source: Ontario Ministry of Tourism, Culture and Sport, RTO 10, (2014) or go skating along the Rideau Cannel. HOW AIRBNB FITS THE MARKET Airbnb offers a diverse array of accommodation options for tourists, overnight visitors, or people who need to be in Ottawa for a short period of time. From an entire house in Orleans, to a spare bedroom in Stitsville, from an elegant apartment with an unforgettable view Parliament Hill, to a modest townhouse in Nepean minutes away from the Ottawa Airport, visitors to the nation’s capital can pick the perfect spot to make the most of their stay. When Airbnb guests travel, they routinely cite “living like a local” as a primarily consideration when choosing the right type of accommodation. In Ottawa, most hotels are located near in Centretown (near Parliament Hill), or situated near major highway interchanges. Airbnb accommodations, however, are spread throughout the City. They provide travelers with the opportunity to truly live like a local, and at the same time, explore specific neighbourhoods off the beaten path. When Airbnb guests stay outside of conventional tourist areas, shops and services in those neighbourhoods are directly impacted in ways they never were before. According to in-house data, Airbnb guests spend more than half (53%) of their expenditures in the neighbourhoods they stay. 3 urbanMetrics SAULT STE. MARIE MARKET Located in the geographic heart of the Great Lakes basin, Sault Ste. Marie is SNAPSHOT Northern Ontario’s third largest city. Sault Ste Marie is an important regional hub for estimated 125,000 people living within the Algoma District which spans over 48,000 square kilometres. Sault Ste Marie is not only an important POPULATION: 75,000 (City) urban service centre for those living in rural and remote northern communities, it also acts as a gateway/transfer point for many anglers, TOURISM-BASED BUSINESSES: 1,590 hunters and resource workers across the north. Sault Ste. Marie is a city with a rich tradition in steel and forestry products. Over the years, Sault Ste. Marie has embraced tourism as one of its economic pillars. “The Soo” as it is OCCUPANCY RATES: 51.8% affectionately called, is home to many fine shops, restaurants and entertainment venues. It is also home to several important institutions AVERAGE DAILY RATES: $104 including Sault Area Hospital and Algoma University. Although a small and growing presence in Sault Ste. Marie, in 2016 Airbnb AIRBNB GUEST NIGHT RATE: $44 guests contribute nearly $218,000 annually to the local and provincial economy, including approximately $84,000 to hosts, which can be an important source of income, much of which gets redistributed throughout the AIRBNB LISTINGS: 40 local economy. AIRBNB GUEST ARRIVALS: 900 REGIONAL TOURISM ORGANIZATION (RTO) 13B: AIRBNB AVG BOOKING: 2.4 Nights TOTAL VISITORS: 1,724,000 | 694,000 (overnights) OVERNIGHT TOURIST SPENDING: $155,800,000 SPENDING ON ACCOMMODATIONS: $35,000,000 AVERAGE LENGTH OF OVERNIGHT STAY: 3.3 nights 1: REGIONAL SERVICES Sault Ste Marie is an important centre in Northern Ontario that provides many services for the surrounding region. The Sault Area Hospital, International Airport and Algoma University are important institutions that attract visitors from across Northern Ontario. Whether it’s a visiting professor at Algoma University or someone helping a loved one through medical care, the presence of Airbnb in Sault Ste. Marie can help provide flexible accommodation for visitors with diverse needs. 2: GATEWAY TO NATURE Sault Ste Marie is ideally located as a gateway to provide unparalleled access to nature. Hiking, hunting, canoeing, fishing and ice climbing are just some of the activities available around Sault Ste Marie, making it an ideal outdoor destination that attracts visitors year-round. Almost 40% of people who visited Sault Ste. Marie participated in outdoor activities, including boating, fishing, hiking and viewing the best fall colours. 4 urbanMetrics WHY PEOPLE VISIT SAULT STE. MARIE Sault Ste. Marie’s location attracts visitors for many different reasons. In Purpose of Trip (Overnight Visitors) 2014, there were approximately 694,000 overnight persons visits to RTO Conventions  13B. This means that on any given (Personal) Other Personal 10% night, there are about 1,900 people Shopping 0% Business looking for somewhere to stay 0% 7% overnight. Nearly half of overnight visitors to Sault Pleasure Ste. Marie visited for pleasure, the 47% majority of whom participated in outdoor VFR activities. 36% The City also functions as a gateway to a regional hospital and university, an international airport and the United States. Although still a small presence, Airbnb Source:Ontario Ministry of Tourism, Culture and Sport, RTO 13B (2014) can provide guests and visitors with the flexibility to find accommodations that serve their individual needs. Airbnb can also provide the City with a flexible way to expand overnight accommodations as their tourism sector grows. HOW AIRBNB FITS THE MARKET AFFORDABILITY For many families, traveling in a large group can become exceedingly expensive when overnight accommodations require a family to book multiple hotel rooms. Airbnb provides an opportunity for families to stay under one roof at an affordable rate. Airbnb accommodations also provide amenities such as kitchens, multiple bedrooms and laundry, that differentiate them from traditional hotels and make travel more affordable. In guest surveys conducted by Airbnb in other markets, including Toronto, the majority of guests say they chose Airbnb because they wanted more amenities than a hotel had to offer. OPPORTUNITY The labour market in Sault Ste. Marie is closely tied to the steel industry and the resource sector, particularly forestry. While these industries remain the life-blood of the Soo, global economic cycles can hit communities like Sault Ste. Marie very hard. Fortunately, an abundance of natural beauty and the presence of a busy municipal airport has enabled the City to pivot toward tourism as a major economic pillar. Over the past 20 years, the local, provincial and federal governments have worked diligently to re-position the Soo as destination for business and leisure travel. Building on that success, Airbnb provides an exciting opportunity for Sault Ste. Marie residents to directly participate and help grow the local tourism industry. 5 urbanMetrics PRINCE EDWARD MARKET COUNTY SNAPSHOT Pr ince Edward County (“PEC”, “the County”) has quickly emerged as a POPULATION: 25,000 (County) rural hotspot for weekend and extended getaways. From a weekend visiting shops, wineries and spas, to a weekend fishing in the Bay of TOURISM-BASED BUSINESSES: 6,540 Quinte; from a family vacation on white-sandy beaches, to couples- only week of culinary indulgences, the County has something for just about everybody. OCCUPANCY RATES: 57.9% In 2016, Airbnb guests to the County spent approximately $5.6 million, AVERAGE DAILY RATES: $110 generating a local economic impact of $3.8 million for businesses. Province-wide, Airbnb guests to the County generated $4.4 million in AIRBNB GUEST NIGHT RATE: $66 economic impact and supported 66 full-time employment positions. REGIONAL TOURISM ORGANIZATION (RTO) 9: AIRBNB LISTINGS: 330 TOTAL VISITORS: 8.0 MILLION | 2.7 MILLION (overnights) AIRBNB GUEST ARRIVALS: 17,850 OVERNIGHT TOURIST SPENDING: $559 MILLION SPENDING ON ACCOMMODATIONS: $177 MILLION AIRBNB AVG BOOKING: 2.6 Nights AVERAGE LENGTH OF OVERNIGHT STAY: 2.7 days 1: EXPLORE AND PLAY Prince Edward County has grown in popularity in recent years as the premier destination for a weekend getaway or a summer retreat. From antiquing in the quaint communities of Picton and Wellington, to cycling through the rolling countryside, Prince Edward County has a variety of activities for people of all ages. Airbnb can act as an important short-term accommodations option for those looking for stay for a weekend or for a week-long vacation. 2: ARTS AND ENTERTAINMENT Prince Edward County is home to broad array of artistic and cultural activities. Visitors to the County can chart their own course along the Arts Trail and meet talented artists in a variety of exciting studios and galleries. Music lovers can take in a concert at the Regent Theatre in Picton or an intimate gig at the Hayloft Dancehall. If live theatre is your scene, Festival Players have been entertaining audiences on outdoors stages for more 10 years 3: LEISURE AND RECREATION From walking along the sandy beach and Sandbanks Provincial Park to cross- county skiing at one of the County’s many parks, trails and conservation areas, Prince Edward County offers a variety of amenities for year-round travelers. Airbnb provides an opportunity for people with a second home or a B&B in the County to host guests throughout the year. 4: FOOD AND DRINK The many breweries and distilleries, wineries and cideries, that have popped up in Prince Edward County makes the County a culinary destination in Southern Ontario. Food aficionados can take in a meal at the Drake Devonshire or attend the Canadian Cheese festival or Maple in the County. Many of the homes listed on Airbnb provide amenities such as kitchens that provide guests with an opportunity to prepare a meal with some of the culinary delights picked-up in the County. 6 urbanMetrics WHY PEOPLE VISIT PRINCE EDWARD COUNTY Nights Stayed in Various Accommodations In 2014, there were almost 2.7 million Other overnight person visits to RTO 9, and many of 8% these were likely to Prince Edward County. Hotel / Motel 18% This number has certainly increased due to Private Cottage year over year buzz about the County in 11% nearby markets such as Toronto, Montreal and Commercial  Cottage/Cabin Ottawa. 8% Within the RTO, visiting family and relatives Camping / RV  and traveling for pleasure were the primary Facility Private Home 12% reasons people visited. When people visit the 43% County, they stay in a variety of accommodations, ranging from a quaint inn in Picton, to camping in Sandbanks Provincial Park. Airbnb has become an increasingly Source: Ontario Ministry of Tourism, Culture and Sport, RTO 9, (2014) popular option for accommodations in PEC, with over 330 unique listings available. The fact is, that not everyone wants to stay in a traditional hotel or B&B. Airbnb provides flexible alternatives for those seeking – or requiring - non-traditional accommodation options. HOW AIRBNB FITS THE MARKET SCALABILITY The increasing popularity of the County – especially during peak seasons and high demand festival weekends, has been a blessing for many accommodation providers. For many visitors who didn’t book weeks or even months in advance, the lack of conventional accommodations can make the difference between visiting PEC or simply going somewhere else. The arrival of Airbnb in the market provides homeowners in the County with an opportunity to play a role in the tourism industry, by helping to alleviate periodic gaps in supply and demand. FLEXIBILITY The County has a long and well-defined history of people renting their properties during peak tourism seasons. At the same time, PEC is also home to a variety of popular B&B operations that accommodate guests throughout the year. These second homes and B&B’s have used various channels in the past to advertise these spaces, whether through a vacation rentals website or other online tools. Airbnb simply provides a more responsive and flexible market platform to advertise their space offerings to a global audience. 7 urbanMetrics KITCHENER, MARKET WATERLOO, GUELPH & SNAPSHOT CAMBRIDGE POPULATION: 600,000 Often referred to as “Silicon Valley North”, the Kitchener, Waterloo, TOURISM-BASED BUSINESSES: 11,273 Guelph and Cambridge market has been seen rapid ascent as global hotspot for tech, innovation and academic research. OCCUPANCY RATES: 57.3% In 2016, Airbnb guests to the Kitchener, Waterloo, Guelph and AVERAGE DAILY RATES: $110 Cambridge region spent over $5 million during their stay, generating a local economic impact of $3.7 million. Province-wide, Airbnb guests within the Waterloo/Guelph market generated $4.4 million in AIRBNB GUEST NIGHT RATE: $41 economic activity, supporting nearly 70 jobs. AIRBNB LISTINGS: 620 REGIONAL TOURISM ORGANIZATION (RTO) 4: AIRBNB GUEST ARRIVALS: 11,300 TOTAL VISITORS: 10,800,000 | 3,350,000 (overnights) OVERNIGHT TOURIST SPENDING: $582,900,000 AIRBNB AVG BOOKING: 4.1 Nights SPENDING ON ACCOMMODATIONS: $144,400,000 AVERAGE LENGTH OF OVERNIGHT STAY: 2.4 Nights 1: INNOVATION CAPITAL The Kitchener, Waterloo, Guelph and Cambridge area is widely regarded as Canada’s premiere technology and innovation cluster. Supported by a highly- skilled workforce and acclaimed post-secondary institutions, the region continues to grow, attracting the likes of Google, Blackberry and Intel, as well as hundreds of young, eager start-ups. This in turn has drawn jobseekers, new businesses and prospective students. Airbnb offers visitors an affordable alternative while they pursue job opportunities, or come for a business meeting. 2: TOURISM Tourism continues to draw guests to the region for a variety of purposes. From the historic downtowns of Guelph and St. Jacobs, to festivals in Waterloo, and craft breweries and cafes emerging in Kitchener, there are several reasons for tourists to come to the region. Airbnb provides accommodation options in a variety of neighbourhoods, close to where people want, or need, to stay. 3: EDUCATION CLUSTER This area is home to several post-secondary institutions. The University of Waterloo, University of Guelph and Wilfred Laurier University are just some of the schools in the area. These institutions attract students from across Canada, and across the world, and also host major conferences and events. Guests look to Airbnb as an affordable option while considering attending one of these schools, 8 attending a conference, or to visit family and friends studying in the Waterloo Region. urbanMetrics WHY PEOPLE VISIT KITCHENER, WATERLOO, GUELPH & CAMBRIDGE In 2014, roughly 3,350,000 visitors stayed overnight in RTO 4. Age of Visitors to Kitchener, Waterloo,  It is reasonable to assume that the majority of those stays Cambrige and Guelph occurred in the region’s largest cities, Kitchener, Waterloo, Guelph and Cambridge. Under 24 The area’s academic and technology focused reputation 55 and Over 27% 30% continues to attract young people pursuing opportunities in education, employment, networking, or even just to visit friends. This could explain why in 2014 27% of all visitors to the area were under the age of 25. 25 to 34 45 to 54 16% 14% Additionally, the area’s many cultural amenities, events, and 35 to 44 growing food scene make it an accessible and affordable 13% Source: Ontario Ministry of Tourism, Culture and Sport, RTO 4, (2014) weekend getaway for Southern Ontario residents. Between education, job opportunities, heritage, festivals, natural beauty and café/brewery culture, each of the four cities offers a different flair, and a unique experience. With direct GO Train access to the region from Toronto’s Union Station, the area is an accessible and affordable weekend getaway. Airbnb can provide visitors with the flexibility to find a bed in the municipality, and neighbourhood that best meets their needs for visiting the area. HOW AIRBNB FITS THE MARKET FLEXIBILITY Whether you’re a prospective student looking for a basic space to rest, a visiting professor looking for convenient place to stay for an academic conference, or a group of friends looking to take in the annual Oktoberfest, Airbnb provides an option for finding the perfect place tailored to an individual’s specific needs and tastes. Alternatively, if you’re a homeowner local homeowner basement suite, whose student tenants have gone home for summer break, Airbnb provides a great resource to ensure that your extra space is still earning some additional income during the school break. AFFORDABILITY For students, jobseekers, and those simply looking for an affordable weekend getaway, Airbnb provides accommodation options at a range of prices. This may make the difference between staying at home, or taking the trip to a conference, job interview, or festival. With an average rate of $41 per guest night, Airbnb keeps the Kitchener, Waterloo, Guelph and Cambridge area accessible and viable to those on a budget, or taking leisurely and discretionary trips. GEOGRAPHY In a region that attracts people for so many different reasons, Airbnb gives guests the ability to find the right location in the right municipality. Options for Airbnb in the region are diverse and can be found in most neighbourhoods. This offers guests spaces to stay in areas that are often not best served by traditional accommodations. 9 urbanMetrics BENEFITS OF SHORT-TERM ACCOMMODATIONS OPTIONS HOST INCOME Airbnb host income means different things to different people. It could be a B&B operator in Prince Edward County trying to run a more competitive business. Or, perhaps it’s a student in Waterloo subletting a room while they are away in the summer or on a co-op work term. Regardless of the rationale for posting a room or an entire home on Airbnb, this platform provides an important, and in some cases essential form of income for people. In the four markets Unique Listings that Hosted During 2016 analyzed in this report, 3,000 there were nearly 3,300 unique Airbnb listings in 2,304 2016, ranging from 37 2,000 listings in Sault Ste. Marie to approximately 2,300 listings in Ottawa. 1,000 615 333 According to Airbnb, the 37 typical annual income for a 0 host in these regions was Sault Ste. Marie Prince Edward County Kitchener, Waterloo, Ottawa Guelph & Cambridge approximately $4,700, which translates into approximately $390 per Typical Annual Income by Host month. This is a meaningful $12,000 $10,665 source of income for many Airbnb hosts. $9,000 As shown, this annual $6,000 $4,714 income ranged from $1,988 $4,247 $3,403 annually in Sault Ste. Marie $3,000 $1,988 to $10,665 in PEC. The relatively high income $0 generated by hosts in PEC Sault Ste. Marie Prince Edward Kitchener, Ottawa Total Average reflects, in large part, pre- County Waterloo, Guelph & Cambridge existing B&B operators’ listings available rooms and the large share of seasonal homes in the County, with homeowners attempting to rent their space when it is not being utilized by the owner. Based on host surveys conducted by Airbnb in Ontario, a large share of income generated by Airbnb hosts actually remains within the local economy. Research suggests that hosts spend their Airbnb incomes on items such as groceries, restaurant meals, household goods and cleaning/ maintenance services. All of these expenditures have a direct, positive economic benefit on the local economy. 1 0 urbanMetrics

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Airbnb and relies upon the Ontario Tourism Regional Economic Impact Model (TREIM), which was Ottawa Tourism, hotel occupancy, average daily.
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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.