NAVIGATION

January 22, 2018
Fountain of youth: St. Augustine goes young in its quest to boost tourism

Photo:

Concerts at the St. Augustine Amphitheatre draw a younger crowd.

Northeast Florida Roundup

Fountain of youth: St. Augustine goes young in its quest to boost tourism

Mark Basch | 9/28/2017

The St. Johns County Visitors & Convention Bureau is targeting millennial families to expand the St. Augustine area’s tourism economy. The VCB’s marketing plan for 2018 sees that group as the best opportunity for growth as “aging Matures and Boomers” indicate they are less likely to visit.

An annual survey by marketing firm MMGY found the percentage of millennial travelers interested in visiting the region in the next two years grew from 27% in 2013 to 47% in 2016.

The percentage slipped to 41% in this year’s survey, but that’s still significantly higher than the 28% of Boomers and 21% of Matures who expressed an interest.

Millennials are also likely to spend more on vacations. MMGY found the average millennial family budgeting $6,282 for travel, while the average American traveler expects to spend $4,815 on vacations this year.

A separate brand perception survey on the St. Augustine area by H2R Research found that 72% of potential visitors describe the city, founded in 1565, as “historic.” That highlights the need to promote other amenities to attract tourists who aren’t interested in the history, officials say.

VCB President Richard Goldman says those attractions include dining and the area’s beaches, as well as major concert acts at the St. Augustine Amphitheatre — recently ranked 11th in the world in ticket sales for amphitheaters in the first half of the year.

St. Johns County hopes to entice young families who may be headed for central Florida theme parks to take a slight detour for at least part of their trip, Goldman says. “There are ways to enjoy Florida beyond Kissimmee and Orlando.”

 

See other stories from Florida Trend's October issue.

Get Florida Trend's October magazine – print or digital. Select from these options:

EXISTING
DIGITAL
SUBSCRIBERS

Access Article Now!

DIGITAL
SINGLE
ISSUE

Get a single DIGITAL copy of this issue

$4.95

PRINT
SINGLE
ISSUE

Get a single PRINT copy of this issue

$4.95
plus $3 postage & handling

PRINT SUBSCRIPTION

One year in PRINT

$14.98*
plus a FREE gift!

DIGITAL SUBSCRIPTION

One year DIGITAL

$14.98*
plus a FREE gift!

ALL ACCESS SUBSCRIPTION

One year Combo
PRINT + DIGITAL

$24.95*
plus a FREE gift!


CURRENT  PRINT  SUBSCRIBERS

If you are already a print subscriber,
ADD DIGITAL EDITION ACCESS
to your existing subscription here!
(or call our office at 727-892-2643)

* offer valid for new subscribers only

Tags: Northeast

Digital Access

DIRECT DIGITAL ACCESS
Add digital to your current subscription, purchase a single digital issue, or start a new subscription to Florida Trend.

TABLE OF CONTENTS
An overview of the features and articles in this month's issue of Florida Trend.

ACCESS THIS ISSUE »

Florida Business News

Florida Trend Video Pick

Crystal Lagoon is full, forever changing the landscape in Pasco County
Crystal Lagoon is full, forever changing the landscape in Pasco County

Pasco County can now boast the first full Crystal Lagoon amenity in the nation with 7.5 acres of crystal-clear water.

Earlier Videos | Viewpoints@FloridaTrend

Ballot Box

How long do you think the federal government shutdown will last?

  • 1-3 days
  • 4-7 days
  • 1-2 weeks
  • 2-4 weeks
  • More than a month

See Results

Ballot Box
Subscribe