Surfonomics Overview

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An overview of surfonomics for a seminar at Chapman University

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  • Hidden in plain sight…the lost 10-15%?
  • Surfonomics Overview

    1. 1. Highly Marketed but Undervalued:Establishing economic values for surfers Dr. Chad Nelsen Surfrider Foundation
    2. 2. California Beaches: 17.8 million visits $15 billion/year (Source: Pendleton et al. 2011, King, 1999)
    3. 3. Solana Beach, CA Beach Use (Source: CIC Research, July 2009)
    4. 4. Trestles
    5. 5. $0
    6. 6. Economic Impact vs Economic Value• Economic Impact: – Expenditures – Support local businesses – Create jobs – Provide salaries and wages• Economic Value: – Willingness to Pay (Consumer Surplus) – Travel Cost Model – Revealed preference – Negative sloping demand function – Single Site Model (total use value)
    7. 7. Approach• Develop & Test Survey• Data Collection – Web-based survey (non-random) – Intercept survey (random?)• Data Analysis – Economic Impacts• Travel Cost Model – Economic Values
    8. 8. Trestles: Economic ImpactsTotal Visits 367,000Surfer Visits 330,000Ave Expenditure/Visit $23 - $40RangeEconomic Impact Range $8-13 million(Nelsen, Pendleton 2007) Per year
    9. 9. Huntington Beach South Orange County Oceanside North County SD Imperial & Ocean Beach
    10. 10. Demand Curve
    11. 11. Trestles: Economic ValueTotal Visits 367,000Surfer Visits 330,000Value/Visit Range $29 - $80Consumer Surplus Range $10-26 million Per year(Nelsen 2010)
    12. 12. Trestles Results• Attendance: 330,000 surfers/year• Demographics: = coastal population• Ave. Expenditure: $40/person/day• Consumer Surplus: $138 / person/day
    13. 13. Surfrider / Surf-First StudyWho: 5,360 surfersWhat: Surf behavior / demographicsWhere: Internet-based opt in surveyWhen: November 2008 -September 2009Why: 1st US characterization of surfersLimitation: This is a non-probabilistic method of data collection and is not random so the resultscannot be extrapolated to the larger surfing population
    14. 14. Surf BehaviorParameter MedianExperience 16 yearsNumber of boards 4Arrival time 8:15 AMDuration 2.5 hoursDistance Travelled 10 milesAnnual visits 108
    15. 15. Surfer DemographicsParameter MedianAge 34 yearEducation 62% ≥ collegeHousehold income $75,000 annualEmployment 67% fully employedExpenditure $66/visit* *Average
    16. 16. US Surfer EconomicsSurfers 3.1 millionVisits / year 76 millionExpenditures $25-66 / visitEconomic Impact $2-5 billion / year Sources: NSRE 2001, Hanneman 2004
    17. 17. More..US Surf econ study: http://bit.ly/us_surfeconCoastal Blog:surfrider.org/coastal-blog/c/surf-protectionChad Nelsen cnelsen@surfrider.org twitter: chadenelsen
    18. 18. Questions Chad Nelsen cnelsen@surfrider.org t: chadenelsen www.surfrider.org/coastal-blog

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