Data 1: Demographics Bryan Dietz Manager, Air Service Development Allegheny County Airport Authority Pittsburgh International Airport
Demographics • The statistical data of a population, especially those showing average age, income, education, etc. • The qualities (such as age, sex, and income) of a specific group of people
Source: Merriam-Webster Dictionary
Demographics • For Air Service Development, demographics helps to show: – Characteristics of the population (catchment area) – Insight on the corporate travel base – Characteristics of any leisure travel demand
Source: Hampton Brown, San Diego International Airport, January 22, 2012, ACI-NA Air Service Data and Planning Seminar
Demographics For airports, they matter because… 1. Airlines must justify route decisions. 2. Airlines are not just adding flights to an airport – the flight is for the region. 3. Airports are one piece of the regional puzzle – airports only 6% of airline costs. 4. Time consuming for airlines to capture this information.
Population Characteristics
Characteristics of the Population • Types Data Sources: – U.S. Census (www.census.gov) – Bureau of Labor Statistics (BLS) (www.bls.gov) – Regional Partners: • Economic development agencies • Chamber of Commerce • Universities
– Statistics Canada / Census (www.statscan.gc.ca)
Goal of Population Demographics • Goal is to show: – – – – –
Population Bases Income Profile Ancestry (Particularly for International Travel) Employment Rate Educational Level
Population Characteristics (USA) Example: www.census.gov
Quick Facts and Detailed Tables American Fact Finder
Population Characteristics (USA) Example: www.census.gov
Population Characteristics (USA) Example: www.census.gov Table 1. Annual Estimates of the Population of Metropolitan and Micropolitan Statistical Areas: April 1, 2010 to July 1, 2012 Metro April 1, 2010 Population estimates (as of July 1) Divisio CBSA n Estimates Code Code Geographic area Census base 2010 2011 2012 35620 New York-Newark-Jersey City, NY-NJ-PA 19,567,410 19,567,407 19,598,491 19,729,930 19,831,858 .New York-Jersey City-White Plains, NY35620 35614 NJ 13,866,159 13,866,160 13,890,573 14,002,939 14,097,606 31080 Los Angeles-Long Beach-Anaheim, CA 12,828,837 12,828,842 12,843,942 12,945,140 13,052,921 31080 31084 .Los Angeles-Long Beach-Glendale, CA 9,818,605 9,818,605 9,825,761 9,889,025 9,962,789 16980 Chicago-Naperville-Elgin, IL-IN-WI 9,461,105 9,461,105 9,471,608 9,495,719 9,522,434 16980 16974 .Chicago-Naperville-Arlington Heights, IL 7,262,718 7,262,820 7,271,029 7,293,968 7,318,387 19100 Dallas-Fort Worth-Arlington, TX 6,426,214 6,426,210 6,452,764 6,569,112 6,700,991 Philadelphia-Camden-Wilmington, PA-NJ37980 DE-MD 5,965,343 5,965,341 5,972,025 5,997,474 6,018,800 26420 Houston-The Woodlands-Sugar Land, TX 5,920,416 5,920,456 5,948,300 6,051,850 6,177,035 Washington-Arlington-Alexandria, DC-VA47900 MD-WV 5,636,232 5,636,232 5,665,604 5,771,213 5,860,342 Miami-Fort Lauderdale-West Palm Beach, 33100 FL 5,564,635 5,564,657 5,581,600 5,687,908 5,762,717 12060 Atlanta-Sandy Springs-Roswell, GA 5,286,728 5,286,732 5,304,665 5,374,678 5,457,831 14460 Boston-Cambridge-Newton, MA-NH 4,552,402 4,552,402 4,563,863 4,603,344 4,640,802
Metropolitan and Micropolitan Statistical Areas
Population Characteristics (USA)
Metropolitan and Micropolitan Statistical Areas www.census.gov
Population Characteristics (USA) Example: www.bls.gov
Population Characteristics (Canada) Example: www.statscan.gc.ca; www.census2011.gc.ca
Typical Census Data • • • • •
Total population Ethnic composition Income and earnings Education Occupational info
Population Characteristics (Canada) Example: www.statscan.gc.ca; www.census2011.gc.ca
Community Profiles
Data Example Bureau of Labor Statistics
Important to Place Demographic Information in Proper Context Example: Total Population 25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
Source: US Census 2010 estimate AFF (Table Total Population) Only top 30 metro markets included
Important to Place Demographic Information in Proper Context Example: Total Population Pittsburgh Has a Population Much Larger Than Other Cities That Serve Myrtle Beach 2,359,746
824,916 562,739 418,148 287,599
Pittsburgh
Allentown
Youngstown
Fort Wayne
Huntington
Source: Innovata Schedules for June 2013; 2011 American Community Survey
Population Characteristics Data Examples for Presentations Example: Affluence / Income SAN DIEGO’S MEDIAN HOUSEHOLD INCOME IS THE HIGHEST OF THE TOP FIVE UNSERVED US - ASIA MARKETS $70,000
$60,000
$50,000
$40,000 MHI $30,000
$20,000
$10,000
$0 SAN DIEGO
Denver
Phoenix
Orlando
Miami
Source: US Census 2010 estimate AFF (Median Household Income by Metro Area)
Population Characteristics Data Examples for Presentations Example: Educational Attainment
Source: US Census Bureau, 2012
Data Examples for Presentations Example: Ancestry / Foreign Born SAN DIEGO’S ASIAN COMMUNITY IS THE LARGEST WITHOUT NONSTOP SERVICE Rank Metro Area
Asian Population
Nonstop to Asia?
1
Los Angeles-Long Beach-Santa Ana, CA Metro Area
2,094,004
YES
2
New York-Northern New Jersey-Long Island, NY-NJ-PA Metro Area
2,057,774
YES
3
San Francisco-Oakland-Fremont, CA Metro Area
1,124,698
YES
4
San Jose-Sunnyvale-Santa Clara, CA Metro Area
623,732
YES*
5 6 7 8 9
Washington-Arlington-Alexandria, DC-VA-MD-WV Metro Area Chicago-Joliet-Naperville, IL-IN-WI Metro Area Honolulu, HI Metro Area Seattle-Tacoma-Bellevue, WA Metro Area Houston-Sugar Land-Baytown, TX Metro Area
601,183 599,251 592,828 475,903 426,936
YES YES YES YES YES
10 San Diego-Carlsbad-San Marcos, CA Metro Area 11 Dallas-Fort Worth-Arlington, TX Metro Area
402,515 384,872
NO YES
12 Philadelphia-Camden-Wilmington, PA-NJ-DE-MD Metro Area 13 Boston-Cambridge-Quincy, MA-NH Metro Area
331,362 329,684
YES YES*
14 Riverside-San Bernardino-Ontario, CA Metro Area
317,384
NO
15 Sacramento--Arden-Arcade--Roseville, CA Metro Area 16 Atlanta-Sandy Springs-Marietta, GA Metro Area
306,640 284,468
NO YES
Minneapolis-St. Paul-Bloomington, MN-WI Metro Area Las Vegas-Paradise, NV Metro Area Phoenix-Mesa-Glendale, AZ Metro Area Detroit-Warren-Livonia, MI Metro Area
213,814 205,443 174,480 169,235
YES YES NO YES
17 18 19 20
Source: US Census 2010 estimate AFF (Table Race Alone)
Data Examples for Presentations Example: Ancestry / Foreign Born German Roots in Pittsburgh Are Significant Nearly 20% of Pittsburgh Claims German Ancestry
Other 16% Russian 2% English 4%
African American 27%
Polish 8%
Italian 11%
German 18% Irish 14%
Corporate Demographics
Corporate Demographics Goal: To uncover and share the primary reasons corporate traffic travels to and from your region. – – – – – –
Which companies travel? What are the business links between cities? Where are companies projected to grow? Where are they going? What is the annual volume? How much do they spend annually?
Corporate Demographics Sources: • Economic Development Agencies • Book of Lists / Statistical Books • Local Business Travel Association • Internet Searches (Google Alerts) • Local Universities
Corporate Demographics Economic Development Agencies
Corporate Demographics Economic Development Agencies
Data Example Corporate Demographics Economic Development Agencies Strong Foundation in Five Strategic Sectors Advanced Manufacturing Health Care & Life Sciences
Energy
Information & Communications Technology
Financial & Business Services
Corporate Demographics Economic Development Agencies Country United Kingdom Germany Netherlands Italy Canada Japan France Switzerland Israel Belgium Australia Sweden Luxembourg UAE India Mexico South Korea China
Companies Establishments 80 70 16 14 46 30 29 20 6 10 5 9 4 1 6 2 4 5
266 172 79 71 63 62 51 50 40 20 18 16 9 6 6 5 5 5
Country Austria Russia Norway Taiwan Finland Singapore Brazil Denmark Bahrain Bermuda Argentina Czech Republic Turkey Spain Syria
Companies Establishments 5 2 3 2 3 2 3 1 1 1 1 1 1 1 1
5 4 4 3 3 3 3 1 1 1 1 1 1 1 1
Germany is the region’s largest foreign investor, with 70 companies employing some 11,000 individuals, and the fifth largest trading partner with $500 million in exports.
Source: Pittsburgh Regional Alliance, May 8, 2012; German American Business Circle of America
Corporate Demographics Example: Books of Lists
Data includes: • • • • •
Largest employers Types of companies Location of head offices Fortune 500 presence Foreign businesses
Data Example for Presentations Corporate Demographics
Corporate Demographics Example: Corporate Internet Sites
Corporate Demographics Example: Local Business Travel Associations
Corporate Demographics Local Business Travel Associations
• Monthly meetings / speaker engagement • Data on top travel markets • Membership gives access to member list • Feedback and support on air service development • Meet/call members responsible for corporate travel in the community
Corporate Demographics Universities / Google Alerts
Universities: • May have access to data that is difficult to access or organize • May be able to provide research support • Often produce economic outlooks that are beneficial to presentations – forward looking Google Alerts (RSS Feeds) • Helpful to monitor multiple sources of information • Great for quotes or leads to data
Leisure Demand
Data Sources: •
Local Tourism Authorities
•
Unique databases (License Plates)
•
Tourism / Hospitality Agencies
•
U.S. Office of Travel and Tourism Industries
•
Local Convention Center
•
Cruise Industry / Port data
•
Hotel Companies
Data Sources: Tourism Authorities / Convention and Visitors Bureau • Target Top Markets • Target Key Upcoming Conventions
• Determine Average Spending Rates
Region Pittsburgh, PA Metro Area (Includes multiple counties)
Hotel Property Count
Hotel Room Count
Expected Growth in Rooms in 2014
215
24,565
2% to 3%
Pittsburgh Year-toDate Occupancy Rate
Pittsburgh Year-toDate Average Daily Rate
Competitive Set* Average Year-toDate Occupancy Rate
60.4%
$109.73
59.3%
Competitive Set* Average Year-toDate Average Daily Rate
$95.50
Data Sources: US Office of Travel and Tourism Industries tinet.ita.doc.gov • Identify international inbound visitors to your region • Market share data
Data Sources: Convention Center Data
• Identify drivers of inbound demand • Identify high-value conventions with large air inbound
Cruise Data / Port Data • Cruise volume information
Data Example for Presentations: Convention Center Data
Source: San Diego Convention Center YE 2010
Data Example for Presentations: Cruise Port
Source: San Diego Convention Center YE 2010
Summary Demographics • Demographic data sources are abundant (and free!) • Explore various sources and be creative – tell a story • Data and presentations can differentiate your airport and support business cases • Leave the office – meetings with your key stakeholders can provide additional insight • Place data into proper context for the airline and air service objective • Questions? Ideas? What works best for your airport?
