[From the U.S. Government Printing Office, www.gpo.gov]





                  linking the Economy and Environment of Florida Keys/Florida Bay.



                                    A SOCIOECONOMIC ANALYSIS OF THE
                                            RECREATION ACTIVITIES OF
                                    MONROE COUNTY RESIDENTS IN THE
                                             FLORIDA KEYS/KEY WEST





         


                                                         August 1997
   




                                         Vernon R. Leeworthy and Peter C. Wiley
                                          strategic Environmental Assessments Division
                                      Office of Ocean Resources Conservation and Assessment
                                                     National Ocean Service
                                        National Oceanic and Atmospheric Administration
                                                 U. S. Department of Commerce











                                                                                                              The
                                                   THE FLORIDA KEYS & KEY WEST                               Nature                              
                                                             Come as you are                                 conservancy.
                                                   Monroe County Tourist Development Council    Florida Keys Initiative




           QH
           76.5
           .F6                  THE UNIVERSITY OF GEORGIA
           L44                   College of agriculture and Environmental Sciences
           1997                  Departmetn of agriculture and appetid economics
 





                                                          Table of Contents


                    Preface    .........................................................................                        ii


                    List of Tables    ...............     ....................................................                  v


                    List of Figures    ..................................................................                       vi

                    List of Appendix Tables      ..........................................................                     vii

                    Chapter 1. Sampling Methodologies, Estimation Methods, and Profiles
                                  of Monroe County Residents       ..............................................               1

                                 Survey Sampling Methods       .........   *...  ''*''*''*'*"''**'***'*''****''**''*            1
                                 Sample Weighting     ...............      ........................................             2
                                 Participation Rates    ......................................................                  4
                                 Quality of Life and Most Important Reason for Living in Monroe County         .............    7.
                                 Population of Monroe County      .............    6 ................................           8
                                 Endnotes   ..............................................................                      9


                    Chapter 2. Activity Participation    ....................................................                   10

                                 Participation Rates    ......................................................                  10
                                 Within-Region Participation Rates     ..............................           ----            11
                                 Days in Selected Activities    ................................................                12

                    Chapter 3.   Economic Contributions     .................      I.................................           14

                                 Background    ............................................................                     14
                                 Baseline Economy       .....................................................                   14
                                 Historical Perspective   ....................................................                  16
                                 Definitions   ............................................................                     18
                                 Summary of Results      ....................................................                   19
                                 Methods    .............................................................                       20
                                 Expenditures    ..........................................................                     22
                                 Endnotes   .............................................................                       23
                    Chapter 4.   Importance and Satisfaction Ratings       .........................................            24

                                 Background    ...........................................................                      24
                                 Importance-Satisfaction Analysis: All Residents       ..............................           25
                                 Satisfaction with Selected Items: Current Ratings vs. Ratings Five Years Ago        .......    25
                                 Environmental Concern Index       ..............................................               29


                    References      ....................................................................                        30
                    Appendix Tables      ................................................................                       31







                                                                 Preface

               This is the fourth in a series that is being developed as part of the project entitled "Linking the Economy and
               Environment of the Florida Keys/Florida Bay." The overall project objectives are to 1) estimate the market
               and nonmarket economic values of recreation/tourism uses of the marine resources of the Florida Keys/
               Florida Bay ecosystem; 2) provide a practical demonstration of how market and nonmarket economic values
               of an ecosystem can be considered an integral component of the economy of a region when formulating
               sustainable development objectives and policies; and 3) foster cooperative management processes.

               To achieve the above objectives it is necessary to develop information about the users of marine resources,
               the way users interact with resources (their recreation activities), the amount and pattern of spending associ-
               ated with their uses, and users' assessments of natural resources, facilities and services. It is also important
               to develop the necessary tools to analyze the information in practical applications.

               The project provided for the design and implementation of a survey of both residents and nonresidents of
               Monroe County with respect to their recreational activities in the Florida Keys/Florida Bay Area, and analyses
               of the data collected to provide the following:

               ï¿½  Estimation of the number of residents and visitors to the Florida Keys and Florida Bay by type of use,
                  along with estimation of the extent of use by geographic areas (Upper Keys, Middle Keys, Lower Keys,
                  Key West, and access to Florida Bay through Everglades National Park).
               ï¿½  Development from survey data of profiles of residents and visitors including age,,race/ethnicity, sex,
                  income, education, place of residence, activity participation and spending in the local and regional
                  economy.
               ï¿½  Estimation of the economic contribution (sales/output, income, employment) of both resident and visitor
                  uses of the Florida Keys and Florida Bay to the Monroe County economy and the South Florida regional
                  economy.
               ï¿½  Estimation of the net economic user value of marine resources in the Florida Keys and Florida Bay.
               ï¿½  Importance and satisfaction ratings with respect to natural resources, facilities, and services and an
                  assessment of the importance of water quality and abundance and diversity of sealife as attractions for
                  visitors to the area.


               The project is being conducted through a unique partnership between federal and local agencies and a
               private nonprofit organization. Two offices within the National Oceanic and Atmospheric Administration
               (NOAA): The Office of Ocean Resources Conservation and Assessment, Strategic Environmental Assess-
               ments Division and the Office of Ocean and Coastal Resource Management, Sanctuaries and Reserve
               Division, Florida Keys National Marine Sanctuary; The Nature Conservancy, Florida Keys Initiative (TNC);
               and The Monroe County Tourist Development Council (TDC) have entered into a cooperative agreement.
               These are the "funding partners."

               The actual conduct of the project is done by the "working partners". NOAA's Strategic Environmental Assess-
               ments Division is the lead working partner and has an interagency agreement with the U.S. Forest Service's
               Southern Forest Research Station, Outdoor Recreation and Wilderness Assessment Group to -conduct the
               survey of visitors to the Florida Keys and Florida Bay area, and to jointly conduct economic analyses of the
               data. The U.S. Forest Service has a cooperative agreement with the University of Georgia's Environmental
               and Resource Assessment Group and the Department of Applied and Agricultural Economics to conduct the
               visitor survey and to provide an economist to assist in estimating the economic contribution of both resident
               and visitor uses of the Florida Keys and Florida Bay Area. The University of Georgia has a cooperative
               agreement with the Bicentennial Volunteers, Inc. to conduct all on-site interviews in the visitor survey. Florida
               State University's Policy Sciences Program, Survey Research Center conducted the survey of residents of
               Monroe County under contract to NOAA's Strategic Environmental Assessments Division.

               This report provides the results of the survey of residents of Monroe County. Information was collected on
               residents recreation activity in both the Florida Keys and in the Florida Bay portion of Everglades National
               Park. However, only the information related to residents of Monroe County's recreation activity in the Florida
               Keys is reported here. The information related to their activities in Everglades National Park is still being


               ii







                assessed. If this information will support reliable estimates for the Florida Bay portion of Everglades National
                Park it will be included in future reports.

                How to Use this Report

                The report is divided into four Chapters plus an appendix containing more detailed tabular summaries of the
                data presented in each Chapter. Summaries of key features of the data are presented in each chapter and
                significant differences are highlighted. By significant differences, it is meant that formal statistical tests have
                been performed and the differences highlighted are statistically different. The details of these tests are not
                presented but are available from the authors on request. At the end of each section of each chapter, a list of
                appendix tables are presented that include full details on the information summarized in the section. Users
                are guided to these tables for much more detail on the particular topic covered in the section. There are
                numerous appendix tables in this report. The appendix tables serve as @i statistical abstract for residents of
                the Florida Keys and should serve as a handy reference tool.

                Chapter 1 of this report provides brief descriptions of the sampling methodologies used, estimation methods@,
                and socioeconomic profiles of the residents of Monroe County. Participants and nonparticipants in outdoor
                recreation are compared. The reader is referred to a technical appendix for details on the sampling methods
                and sample weighting procedures used. Chapter 2 provides detailed information on participation in 66
                detailed recreation activities and intensity of use for 37 activities across four regions of the Florida Keys.
                Chapter 3 provides detailed spending profiles by residents related to the recreation activities and provides
                estimatet of the economic contribution to Monroe County in terms of sales, income and employment. Care is
                taken here to only include the "export" portion of the resident population in order to avoid double-counting the
                economic contribution of residents spending that is dependent on the tourist spending. Chapter 4 provides a
                summary and easy to use interpretive tool for the information collected on residents importance and satisfac-
                tion ratings for 25 natural resource attributes, facilities and services in the Florida Keys.

                Double-counting. It is important to note that care must be taken in interpreting many of the estimates
                provided here with respect to recreation activity participation. For example, it is not appropriate to add the
                number of residents that did recreation activities in the Upper Keys, Middle Keys, Lower Keys, and Key West
                to arrive at the total number of residents that did activities in the entire Florida Keys. The reason is that many
                residents engage in recreation activities in multiple regions. Estimates of the number of residents that partici-
                pate in outdoor recreation in the Florida Keys, that eliminates double-counting, have been provided. You also
                cannot add the number of participants in two different recreation activities to get the total number of partici-
                pants that did both those activities. Again, the reason is that residents engage in more than one activity.
                Forty-one (41) aggregated activities were formed from the original list of 66 activities. These 41 activities
                contain no double-counting. So the estimates of the total number of residents that participated in all snorkel-
                ing is less than that obtained by adding the number of participants in snorkeling from a boat and snorkel-
                ing from shore. This type of double-counting has been eliminated from the reported estimates.

                This report, as well as the other reports in this series, are intended for all people involved in planning, manag-
                ing or providing natural resources, facilities and services to residents and visitors to the Florida Keys/Key
                West. Even though a great deal of information is presented in these reports, the data bases from which these
                reports were generated are much richer in content. We encourage users to explore further this rich source of
                information by making special requests or obtaining the data bases and documentation themselves. The
                visitor data and documentation is already available on CD-ROM. The resident data and documentation will
                be available in September 1997.

                Other Reports Available

                Visitor Profiles: Florida Keys/Key West
                Economic Contribution of Recreating Visitors to the Florida. Keys/Key West
                Importance and Satisfaction Ratings by Recreating Visitors to the Florida Keys/Key West
                Technical Appendix: Sampling Methodologies and Estimation Methods Applied to the Florida Keys/Key
                West Visitors Survey


                                            US Dnnnxtment of commerce
                                            I-                                           Library
                                                   g-2gt;ji s-rvicas center
                                            223d South 11obson Avenue
                                            Charleston, SC           29405-2413








             Reports Forthcoming

             Nonmarket Economic User Values of the Florida Keys/Key West
             Technical Appendix: Sampling Methodologies and Estimation Methods Applied to the Survey of Residents
             of Monroe County

             World Wide Web Site


             A world wide web site has been established that contains a project background along with all the reports
             generated in the project in PDF file format. The site address is

             hftp://www-orca. nos. noaa.gov/p rojects/eco n keys/econ keys. htm I

             The site also provides links to the Monroe County Tourist Development Council site where information can be
             obtained on lodging, restaurants, and recreation facilities and services. There is also a link to the Florida
             Keys National Marine Sanctuary site. You can also place orders for any of the project reports from this site.

             For further information about this project, contact:

             Dr. Vernon R. (Bob) Leeworthy
             Project Leader
             N/ORCA1
             1305 East West Highway, SSMC IV, 91 Floor
             Silver Spring, MID 20910
             telephone (301) 713-3000 ext. 138
             fax (301) 713-4384
             e-mail: bleeworthy @ seamail. nos. noaa.gov


































             iv









                                                                                     List of Tables


                    Table                                                                                                                                         Page

                    1.1        Resident Survey Response Rates                  ....................................................................................................2
                    1.2        Socioeconomic Profile of Residents of Monroe County                        ....................................................................2
                    1.3        Comparative Profiles of Participants and Nonparticipants in Recreation                           ..........................................3
                    1.4        Overall Participation Rates in Outdoor Recreation                    ...........................................................................4
                    1.5    '   Ratings on Quality of Life in Monroe County                 .....................................................................................8
                    1.6        Most Important Reason for Living in Monroe County                      ........................................................................8
                    1.7        Population in Households (1990,1995-96)                    .......................................................................................8
                    2.1        Activity Participation for All Keys         .................................................................................: ................... 10
                    2.2        Top Rated Activity by Region - Number of Participants                    ................................................................... 10
                    2.3        All Resident Participation Rate vs. Within-Region Participation Rate: Upper Keys                              ........................ 11
                    2.4        Regional Activity Participation by Region of Residence                     .................................................................. 12
                    2.5        Top Rated Activity by Region - Number of Days of Activity                      ............................................................. 12
                    3.1        Income by place of Work as a Percentage of Income by Place of Residence
                                 for the U.S., Florida and Monroe County                  ..................................................................................... 15
                    3.2        Inter-county Commuting Patterns                .................................................................................................... 15
                    3.3        Proprietors' Employment as a Percentage of Total Employment for the U.S.,
                                Florida and Monroe County              ........................................................................................................... 16
                    3.4        Historical Data for Sales, Income and Employment for Monroe County                             . ....................................... 17
                    3.5        Estimated Economic Contribution of Res ident/Rec reational Activities                       .....................  ...................... 19
                    3.6        Relative Summary of Average Expenditures Per Person Per Day -
                                 Entire Sample and Export Sector               ................................................................................................. 22
                    3.7        Relative Summary of Total Expenditures Per Person - Entire Sample and Export Sector                                    .............. 22
                    4.1        A Comparison of Satisfaction Ratings on 10 Selected Items:
                                Current Ratings versus Five Years Ago                  ........................................................................................ 28































                                                                                                                                                                       v








                                                                                 List of Figures


                  Figure                                                                                                                                     Page

                  1.1        Monroe County Residents Survey                 ....................................................................................................1
                  1.2        The Florida Keys/Key West              ....................I..........................................................................................4
                  1.3        Sex    ...................................................................................................................................................5
                  1.4        Age   ................................t ..................................................................................................................5
                  1.5        Race Ethnicity        ..................................................................................................................................5
                  1.6,       Education       .........................................................................................................................................6
                  1.7        Household Income            ...........................................................................................................................6
                  1.8        Years Lived in Monroe           ......................................................................................................................6
                  1.9        Employment Status            ..........................................................................................................................7
                  1.10       Zip Code      ...........................................................................................................................................7
                  1.11       Work Outside Monroe             .......................................................................................................................7
                  1.12       Access to Waterfront Residence               ......................................................................................................7
                  1.13       Own a Boat        .......................................................................................................................................7
                  2.1        Participation in Water-based vs. Land Based Activities                     .................................................................. 11
                  2.2        Participation in Water and Land-based Activities by Region                       .......................................................... 11
                  3.1        Monthly Non-proprietor Employment in Monroe County: 1989-1992                                ............................................ 16
                  3.2        Impact Process Due to Resident Spending in Monroe County                          . ..................................................... 19
                  4.1        Importance/Satisfaction Matrix             ....................................................................................................... 25
                  4.2        Importance/Satisfaction Matrix Code Descriptions,
                               Graph of Means, and Descriptive Statistics                 ................................................................................. 26
                  4.3        Environmental Concern Index               ........................................................................................................ 29











































                  vi








                                                               List of Appendix Tables

                     Appendix Tables       ................................................................                       33

                          Table A.2.1    Activity Participation in 41 Aggregate Activities    ...........................         34
                          Table A.2.2    Activity Participation in 41 Aggregate Activities for Upper and Middle Keys         ..... 35
                          Table A.2.3    Activity Participation in 41 Aggregate Activities for Lower Keys and Key West . .36
                          Table A.2.4    Activity Participation in Detailed List of 66 Activities for All Keys    .............   37
                          Table A.2.5    Activity Participation in Detailed List of 66 Activities
                                           for Upper and Middle Keys       .........................................              38
                          Table A.2.6    Activity Participation in Detailed List of 66 Activities
                                           for Lower Keys and Key West        .......................................             39
                          Table A.2.7    Within Region Participation Rates for 41 Aggregate Activities         ...............    40
                          Table A.2.8    Average Number of Days of Activity by Region           ..........................        41
                          Table A.2.9    Total Annual Number of Days of Activity by Region (Thousands of Days)              ...... 42
                          Table A.3.1    Relative Average Expenditures Per Person Per Day -
                                           Entire Sample and Export Sector        ....................................            43
                          Table A.3.2    Relative Total Expenditures Per Person Per Day
                                           Entire Sample and Export Sect       ......................................             44
                          Table A.3.3    Wages-to-Sales and Wages-to-Employment Ratios by SIC               .................     45
                          Table A.3.4    Derivation of Total Income to Wages & Salaries Ratio for Monroe County            ...... 46
                          Table A.3.5    Derivation of Direct Wages and Salaries Income and Employment              ...........   47
                          Table A.3.6    Derivation of Total Output and Income Impacts          ..........................        48
                          Table A.3.7    Derivation of Total Employment Impacts for Monroe County             ................    49



































                                                                                                                                        vii







                                                                                  The telephone survey also in-                             outdoor recreation activities in
                          Chapter 1.                                              cluded a socioeconomic profile of                         Monroe County while on their "last
                                                                                  all residents, age 16 or older, (See                      trip or outing", importance and
                        Sampling Methodol                                 0_      Figure 1.1). The socioeconomic                            satisfaction ratings for 25 natural
                                                                                  profile provided for the comparison                       resource attributes, facilities, and
                        gies, Estimation Meth-                                    of the telephone sample with U.S.                         services, and for 16 questions
                        ods, and Profiles of                                      Census Bureau data for Monroe                             used to construct the "environ-
                        Monroe County Resi-                                       County.                                                   mental concern index" (Figure
                                                                                                                                            1.1).
                        dents                                                     The mail back portion of the
                                                                                  survey was conducted between                              The follow-up mail survey was
                        Survey Sampling Methods                                   August 8,1996 and December 19,                            sent to only those that did any
                                                                                  1996. Three follow-up efforts (two                        outdoor recreation activities in the
                        In 1996, Florida State University's,                      post card reminders and a full                            Florida Keys and/or Everglades
                        Policy Sciences Program, Survey                           survey package) were conducted.                           National Park during the past 12
                        Research Center conducted a                               The mail follow-up included                               months (82.29% of those complet-
                        survey of Monroe County resi-                             information on recreation activity                        ing the telephone survey or 2,416
                        dents.' The survey used a combi-                          participation in 66 activities and                        households) and that agreed to
                        nation telephone and mail back                            intensity of use (days of activity)                       participate in the mail survey and
                        set of samples. The telephone                             for 37 activities in four regions of                      provided their name and address
                        sample was selected using the                             the Florida Keys ( Upper Keys,                            (82.86% of those that participated
                        random digit dialing method.                              Middle Keys, Lower Keys, and                              in outdoor recreation activities or
                        During the July 8, 1996 to Novem-                         Key West, see Figure 1.2 pg. 4)                     .2    2,001 households). Respondents
                        ber 21, 1996 period, 4,455 calls                          In addition, detailed information                         were sent a. question nai re, a map
                        were made to eligible households.                         was obtained on spending for                              showing the four regions of the
                        About 66 percent completed the
                        telephone survey (2,936 house-
                        holds). To be eligible for the                                  Figure 1.1. Monroe county Residents Survey
                        survey, a person had to be a
                        permanent resident of Monroe                                                 Telephone Survey                                     Mallback Survey
                        County,and had to be at least 16                                                   N=2936                                              N---632
                        years of age. Only people living in                             Population: All Monroe County Households Population: All Monroe County Residents
                        households were eligible. Accord-                               Sample: 2,936 Monroe County Households                   that participated in any outdoor
                                                                                                                                                 recreation activities in the Florida Keys
                        ing to the U.S. Bureau of the                                       Participation in any outdoor recreation              during the past 12 months
                        Census's 1994 Current Population                                    activites in either the Florida Keys or         Sample: 632 Monroe County Residents
                                                                                            Everglades National Park during the                  that participated in outdoor recreation
                        Survey, 98 percent of Monroe                                        past 12 months                                       activities in the Florida Keys during the
                        County's population lived in                                                                                             past 12 months and returned the
                        households, while the other two                                     Participation in any outdoor recreation              mailback survey
                                                                                            activities in Florida Keys During the past
                        percent lived in group quarters.                                    12 months                                       .    Participation in 66 activities in four
                        Among those age 16 or older, the                                .   Participation in any outdoor recreation              regions of the Florida Keys
                        respondent in a household was                                       activities in Everglades National Park          .    Intensity of use (days of activity) for 37
                        selected for the interview using the                                during the past 12 months                            activities in four regions of the Florida
                        "birthday rule". The "birthday rule"                            .   Participation in any activities in Florida           Keys
                        selects the person in the house-                                    Bay portion of Everglades National Park         -    Expenditures on outdoor recreation in
                        hold that last celebrated their                                     during the past 12 months                            Monroe County
                        birthday.                                                       .   Profile of Residents (age, race/ethnicity,      -    Importance and satisfaction ratings of
                                                                                            sex, household income, zip code of                   facilities and natural resource attributes
                        The telephone survey gathered                                       residence, employment status,                        in Florida Keys
                                                                                            education level, household size, years
                        information on whether the                                          lived in Monroe County, work outside            .    Environmental Concern Index
                        respondent participated in any                                      Monroe County, access to waterfront
                        outdoor recreation activities in                                    property, own a boat)
                        either the Florida Keys or Ever-                                .   Ratings of Quality of life in Monroe
                        glades National Park during the                                     County
                        past 12 months. The response to                                 .   Primary reason for locating in Monroe
                        this question was used to select                                    County
                        the sub-sample eligible to receive
                        a mail back survey questionnaire.                         I








                 Florida Keys, and an activity list                 Table 1.1. Resident Survey Response Rates
                 with the 66 recreation activities.
                 About 32 percent or 632 house-                                                                                        Number         Response
                 holds returned the mail back                       -Telephone Survey                                               Households       Rate (%)
                 questionnaires. However, not
                 every questionnaire was fully                        Calls to eligible households                                     4,455              N/A
                 completed. Table 1.1 shows that                      Completed interviews                                             2,936               6 6
                 582 completed the activity section,                  Participated in outdoor recreation                               2,415               82
                 587 completed the expenditure                        Agreed to receive mailback                                       2,001               8 3
                 section, 589 completed the                         Mail Survey
                 importance and satisfaction                          Returned completed questionnaire                                   632               3 2
                 section, and 613 completed the 16                    Completed activity section                                         582               2 9
                 questions used to construct the                      Completed expenditure section                                      587               2 9
                 environmental concern index.                         Completed Importance/Satisfaction                                  589               2 9
                                                                      Completed Environmental Concern                                    613               31
                 Sample Weighting

                 Telephone Survey. Sample
                 weighting was required because of
                 the potential for non-response                     Table 1.2. Socioeconomic Profile of Residents of Monroe County
                 bias. Only 66 percent of the
                 eligible households completed the                                                                      1994           1996             1996
                 telephone survey. Most telephone                                                          1990         Census     FSU Survey       FSU Survey
                 surveys get participation rates                    Characteristic                         Census       cps'      (unweighted)      (weighted) 2
                 around 70 percent, but this has                    SEX
                 been declining in recent years due                   Male                                 52.74        52.46           50.4            50.1
                 to the rise of the use of answering                  Female                               47.26        47.54           49.6            49.9
                                                                    AGE
                 machines to screen calls. Rela-                      16-24                                11.18        11.24            9.4            12.7
                 tively low response rates do not                     25-44                                41.61        41.22           43.3            40.4
                 necessarily mean that non-                           25-64                                28.26        28.67           33.8            31.3
                                                                      65+                                  18.95        18.87           13.6            15.6
                 response bias exists, but it does                  RACE/ETHNICITY
                 increase the probability that the                    White Not Hispanic                   81.62        80.11           85.6            82.0
                 problem exists. To address this                      Black Not Hispanic                   4.99          5.22            3.6              5.2
                 issue, the U.S. Bureau of                            Hispanic                             12.28        13.40            7.5              9.1
                                                                      Amer. Indian, Eskimo, Aleut          0.30          0.34            0.8              0.9
                 Census's 1990 Census and 1994                        Asian/Pacific Islander               0.76          0.93            0.7              0.7
                 Current Population Survey (CPS)                      Other                                0.05          0.00            1.8              1.9
                 were compared with the 1996 FSU                    EDUCATION
                                                                      8th grade or less                    7.22           N/A            1.9              7.1
                 Survey profiles for sex, age, race/                  9th - 11th grade                     13.38          N/A            6.9            13.5
                 ethnicity, education, household                      High school graduate                 29.75          N/A           27.3            29.8
                 income, and household size (Table                    13 - 15 years                        30.69          N/A           29.1            30.7
                 1.2).                                                College graduate                     12.53          N/A           24.6            12.5
                                                                      Graduate school                      6.43           N/A           10.1              6.4
                                                                    HOUSEHOLDINCOME
                 There were significant differences                   Less than $5,000                     5.11           N/A            3.2              5.3
                 between the Census data and the                      $5,000 -   $9,999                    6.96           N/A            3.6              4.7
                                                                      $10,000    - $14,999                 9.49           N/A            6.0              7.0
                 FSU Survey, especially for race/                     $15,000    - $19,999                 10.11          N/A            6.9              7.7
                 ethnicity, education and household                   $20,000    - $24,999                 9.92           N/A            9.0              9.7
                 income. Residents with higher                        $25,000    - $29,999                 9.43           N/A           10.5            11.2
                                                                      $30,000    - $39,999                 15.30          N/A           14.5            14.2
                 education levels and household                       $40,000    - $49,999                 10.13          N/A           12.7            11.6
                 income had higher response rates.                    $50,000    - $59,999                 7.16           N/A           10.9              9.7
                 "Blacks not Hispanic" and "His-                      $60,000    - $100,000                10.02          N/A           14.7            12.6
                 panic" residents had lower re-                       Greater than $100,000                6.36           N/A            7.9              6.3
                 sponse rates. Several methods,                     HOUSEHOLD SIZE (mean)                  2.24          2.24           2.39            2.45
                 including two multivariate weight-                 Work Outside Monroe                    6.64          6.64            7.6              6.6
                 ing methods, were tested for
                 adjusting the survey data. The                     1. U.S. Bureau of the Census 1994 Current Population Survey (CPS)
                 method that yielded profiles from                  2. Weighted for education (see text).
                 the telephone survey most similar


                 2








                 to the Census data was that                   Table 1.3. Comparative Profiles of Participants and Nonparticipants in Recreation
                 developed using the sample
                 weight for education level only                                                               Participated in Recreation in Keys
                 (last column of Table 1.2).                   Characteristic                                         No                  Yes

                                                               SEX
                 After sample weighting, the                      Male                                               39.0                 52.7
                 Hispanic population still appears                Female                                             61.0                 47.3
                 to be under represented. How-                 AGE (age 16 and older)
                 ever, much of this might be                      16-24                                              12.2                 13.2
                 accounted for in the "Other                      25-44                                              21.9                 46.8
                                                                  45-64                                              29.6                 31.3
                 Category" for race/ethnicity. In                 65+                                                36.9                  8.7
                 reviewing the Census data for                    Mean                                               53.8                 42.1
                 Monroe County, it was discovered                 Median                                             54.0                 42.0
                 that all those that responded to the RACE/ETHNICITY
                 other category in the 1990 Census                White Not Hispanic                                 68.3                 86.9
                 also said they were of Hispanic                  Black Not Hispanic                                 12.5                  2.6
                 descent.                                         Hispanic                                           15.3                  7.0
                                                                  Amer. Indian, Eskimo, Aleut                         0.4                  0.9
                                                                  Asian/Pacific Islander                              1.4                  0.5
                 Non-response Bias - Telephone                    Other                                               2.2                  2.1
                 Survey. The telephone survey                  EDUCATION
                 yielded a sample that was signifi-               8th grade of less                                  20.9                  3.0
                 cantly different from the general                9th - I 1th grade                                  20.8                 11.1
                                                                  High school graduate                               31.8                 28.0
                 population of Monroe County for                  13 - 15 years                                      17.0                 36.1
                 several socioeconomic factors. If                College graduate                                    6.8                 14.6
                 these factors also are related to                Graduate school                                     2.7                  7.2
                 question response, then the                   HOUSEHOLD INCOME
                 potential for non response bias                  Less than  $5,000                                  14.6                  2.4
                 exists. Table 1.3 presents a                     $5,000     $9,999                                  10.5                  2.8
                                                                  $10,000      $14,999                               15.2                  5.0
                 comparative profile of those that                $15,000      $19,999                               11.1                  6.9
                 did and did not participate in                   $20,000      $24,999                                9.9                  9.9
                 outdoor recreation activities in the             $25,000      $29,999                               11.4                 11.3
                 Florida Keys. There are signifi-                 $30,000      $39,999                                9.8                 15.1
                 cant differences for sex, age, race/             $40,000      $49,999                                6.4                 13.9
                 ethnicity, education, household                  $50,000      $59,999                                3.8                 11.0
                                                                  $60,000      $100,000                               4.6                 14.8
                 income, employment status, and                   Greater than $100,000                               2.7                  7.1
                 years lived in Monroe County.
                 This suggests the possibility of              HOUSEHOLD        SIZE (mean)                           2.2                  2.5
                 non response bias. The telephone              Work Outside Monroe                                    3.1                  7.5
                 sample was adjusted to minimize
                 non response bias by sample                   EMPLOYMENT        STATUS
                 weighting. The impact of non                     Unemployed                                         10.8                  6.1
                 response bias can be seen by                     Employed - full-time                               35.0                 66.0
                 comparing estimates of the                       Employed - part-time                                8.7                  6.8
                 participation rate with and without              Retired                                            35.5                 12.4
                 sample weighting. Without                        Student                                             3.6                  4.2
                                                                  Homemaker                                           4.1                  2.4
                 sample weighting, the estimate of                Self-employed                                       0.9                  1.4
                 the percent of Monroe County                     Disabled                                            `1.5                 0.7
                 residents that participated in                YEARS LIVED IN        MONROE
                 outdoor recreation in the Florida                Less than 1 year                                    3.5                  5.5
                 Keys was 82.2 percent versus the                 1 to 5 years                                       15.0                 29.5
                 with sample weighting estimate of                6 to 10 years                                      13.0                 19.2
                 77 percent.                                      11 to 20 years                                     21.9                 26.1
                                                                  21 to 40 years                                     22.7                 15.8
                                                                  41 +                                               23.8                  4.0
                 Mail Survey. The mail survey                  ACCESS TO WATERFRONT
                 was more complicated than the                    FROM RESIDENCE                                     49.2                 58.6
                 telephone portion of the survey in            OWN A BOAT                                            16.1                 51.9
                 that survey non-response could


                                                                                                                                                     3








                occur in two separate stages.                    bias. For each question in the                  and Wiley, 1997 for the details of
                First, once a respondent was                     mail survey, ordinary least squares             the non-response bias analyses
                identified as eligible for the mail              regressions were run on question                and sample weighting.
                survey, i.e. they participated in                response as a function of socio-
                outdoor recreation activities, they              economic factors. If the same                   Participation Rates
                were then asked if they would                    factors that were related to non
                participate in the mail survey. A                response were also significantly                From the telephone survey,
                Cino" response here then indicates               related to question response (e.g.              information was gathered to
                a non respondent to the mail                     participation in various recreation             estimate four overall participation
                survey. In the second stage,                     activities, spending on various                 rates in outdoor recreation activi-
                those that agreed to participate in              items, importance and satisfaction              ties: 1) participation in any
                the mail survey may not, even                    scores, or the environmental                    outdoor recreation activities in the
                after three follow-up attempts,                  concern index), then this would                 Florida Keys and/or Everglades
                have returned a completed mail                   indicate the existence of non                   National Park during the past 12
                back questionnaire. This later                   response bias. The tests did                    months, 2) participation in any
                group would also be coded as a                   reveal the existence of non-                    outdoor recreation activities in the
                non respondent to the mail survey.               response bias. Multivariate                     Florida Keys during the past 12
                                                                 weighting was used to adjust the                months, 3) participation in any
                To test for non response bias from               mail survey data to minimize non-               outdoor recreation activities in
                the mail back survey, comparative                response bias. See Leeworthy                    Everglades National Park during
                profiles of re  spondents and non
                respondents were developed and
                nonparametric univariate tests                   Table 1.4. Overall Participation Rates in Outdoor Recreation         Participation
                were conducted on each socio-                                                                                               Rate
                economic factor     .3 Multivariate tests        - Type of Participation (12 months)                                  (Percent Yes)
                were then conducted using
                ordinary least squares regressions               1 .Any Outdoor Recreation Activity in     Florida
                and probit and logit functions.                     Keys and/or Everglades National Park                                    77.7
                Several factors were identified as               2. Any Outdoor Recreation Activity in Florida
                statistically significant meaning                   Keys                                                                    77.0
                that those that responded to the
                mail back survey were different                  3. Any Outdoor Recreation Activity in
                from those that did not respond.                    Everglades National Park                                                18.9

                                                                 4. Any Outdoor Recreation Activity in Florida
                The next step was to evaluate the                   Bay Portion of Everglades National Park                                 13.2
                possible extent of non response



                   Figure 1.2 The Florida Keys/Key West


                                                                                                                                       Upper Keys



                                                                                                                                      Key Largo
                                                                                                                 Middle Keys                  ak
                                                                                  Lower Keys                             Windley Key
                                                                                                                          Islamorada         Tavernier
                                                                                          Big Pine Key            Long Key                         John
                                                                                    SugarloalKey                                0!"              Pennekamp
                                        Key West and the                                                                                         Coral Reef
                                          Dry Tortugas                                                     Bahia Honda                           State Park
                     Dry Tortugas                                                                                 0@4_1 Duck Key            Plantation
                                                                                                                       Key
                                                                                    Sugarloaf Ke@y                    Colony
                                                                 Key West                                  Marathon   Beach

                                                                                SummerlandKey
                                           Marquesas Keys         Stock lsl@and       Ramrod Key
                4







                  the past 12 months, and 4)                 period of time covered, the higher         96, 77 7 percent of all Monroe
                  participation in any outdoor               the participation rate The time            County residents, age 16 years or
                  recreation activities in the Florida       period selected for use in this            older, participated in at least one
                  Bay portion of Everglades National         study was 12 months I Some                 outdoor recreation activity in the
                  Park                                       individuals that may normally              Florida Keys and/or Everglades
                                                             participate in outdoor recreation          National Park   5 For the Florida
                  Participation rates are time               may be nonparticipants for the 12          Keys only, the participation rate
                  dependent, that is, the longer the         month period due to conflicts with         was 77 percent. For Everglades
                                                             their job or business, illness, or         National Park, the participation
                    Males have higher participation rates than some other priorities The objec-         rate was 18 9 percent, and for the
                    females                                  tive of this study is to estimate the      Florida Bay portion of the park,
                    84         8210                          number of participants in outdoor          13 2 percent (Table 1 4)
                    82                                       recreation in the Florida Keys and
                    Be
                    78                                       their economic contribution to the         Participation Rates by Soclo-
                    76
                                                             Monroe County economy for a                economic Factors. Table 1 3
                    74                         7191
                    72                                       year's time This is the reason for         showed the relative profiles of
                    70                                       limiting participation to the 12           those that did and did not partici-
                                                             month period   4                           pate in outdoor recreation activi-
                              Males          Females                                                    ties in the Florida Keys Another
                  Figure 13 Sex                              During a 12 month period in 1995-          way of viewing this information is
                                                                                                        to look at the participation rates by
                                                                                                        each socioeconomic factor
                            Residents over age 65 have the lowest participation rate                    (Figures 1 3 through 1 13)

                                                    8799                                                Males have higher participation
                       90         7797                                 7840                             rates than females (Figure 1.3)
                       80                                                                               Age shows the common parabolic
                       70                                                                               relationship between participation
                       60                                                                               and age where participation rates
                                                                                                        first increase with age, reach a
                  C                                                                       4600
                       50                                                                               maximum, then decline Resi-
                       48                                                                               dents age 25-44 have the highest
                       30                                                                               participation rate and those 65 and
                       20                                                                               older have the lowest participation
                       10                                                                               rate (Figure 1 4) Race/ethnicity
                                                                                                        shows significant differences by
                        0                                                                               category Those residents that are
                                16-24              25-44             45-64              65+             "White not Hispanic" and "Ameri-
                  Figure 1 4 Age                                                                        can Indian, Eskimo, orAleut" have
                                                                                                        the highest participation rates
                                                                                                        (however, less than one percent of
                       Whites not Hispanic and American Indians have the highest participation rates    the Monroe County population is
                                                                                                        classified as "American Indian,
                    lee                                           9029                                  Eskimo,orAluet) Hispanicshave
                       90     8091                                                          7440        a lower than average participation
                       Be                                                                               rate, while "Blacks not Hispanic"
                       70                             6161                     5708                     have the lowest participation rate
                       60
                                           4543                                                         (Figure 1 5)
                       50
                       40                                                                               Participation rates increase with
                       38
                       20                                                                               the level of education (Figure 1 6)
                       11@                                                                              and with Household Income
                       0                                                                                (Figure 1 7) but decline with the
                                               119,










                                       41543
                             White not   Black not    Hispanic    American Asian/Pacific    Other       number of years lived in Monroe
                             Hispanic     Hispanic                 Indian   Islander                    County (Figure 1 8) These
                  Figure 1 5 Race Ethnicity



                                                                                                                                                5







                                     Participation rates increase wth the level of education                                                         findings are consistent with past
                                                                                                                                                     studies on outdoor recreation in
                                                                                                                                                     Florida
                            8th Grade or Less        T                            3273
                       9thGrade llthGrade            t                                                         6453                                  Participation rates are also
                        High School Graduate         t                                                                  7547                         significantly different across
                                                     t                                                                                               different categories of employment
                                 13 - 15 Years       t                                                                  1111111111111111N187 28      status (Figure 1 9) Those em-
                                 College Graduate                                                                                   8750             ployed full-time and those self-
                                 Graduate School     t                                                                                               employed have the highest
                                                     i               i                 i                                    i       -      ---i      participation rates Those that are
                                                     0             20                 48   Percent      68                  go              168      "retired" have the lowest participa-
                                                                                                                                                     tion rates Participation rates also
                       Figure 16 Education                                                                                                           differed by zip code of residence
                                                                                                                                                     Those living in Key Largo,
                                     Participation rates increase with level ofhouseiPwIcOncome                                                      Tavernier, Big Pine Key, and
                                                     T                                                                                               Surnmerland Key have higher than
                                 Less than $5 000                                         41 61                                                      average participation rates, while
                                 $5 000 - $9 999     f                                              52 49                                            those living in Islamorada, Mara-
                                                                                                                                                     thon, and Key West have lower
                                 $10 000 - $14 999                                         @54 17                                                    than average participation rates,
                                 $15 000 - $19,999                                                                  6940                             with those in Key West having the
                                                                                                                                                     lowest participation rate (Figure
                                 $20 000 - $24 999                                                                          7840                     1 10) Those that live in Monroe
                                 $25 000 - $29,999                                                                          7847                     County but work outside Monroe
                                                                                                                                                     County have a higher than aver-
                                 $30 000 - $39,999                                                                    @85 31                         age participation rate (Figure
                                 $40                                                                                                 8823            1 11) This is an important finding
                                                                                                                                                     because those that work outside
                                 $50 ow - $59,999                                                                                      9168          Monroe County represent part of
                                 $60 000 $100 000    T                                                                                 9223          the "export base" of the local
                                                                                                                                                     economy That is, they bring
                           Greater than $100,000                                                                                   -9087             dollars into the county and spend
                                                     0               20               4 0               6 a                 80             lee       them locally which has multiplier
                           Figure 1 7 Household Income                                      Percent                                                  impacts like the "tourist or "visitor'
                                                                                                                                                     spending This will be discussed
                                                                                                                                                     in Chapter 3
                                 Participation rate declines mill years living in Monroe County                                                      Finally, there are two additional
                                                                                                                                                     factors that are related to partici-
                                                                                                                                                     pation in outdoor recreation
                       Less than 1 Year      T                                                                                 8389                  activities, waterfront property
                                                                                                                                                     (Figure 1 12) and boat ownership
                                    1 to 5                                                                                         8682              (Figure 1 13) Those with resi-
                                                                                                                                                     dences with waterfront property
                                                                                                                                                     and those that own boats have
                                   6 to 10                                                                                    8260                   higher than average participation
                                 11 to 20                                                                                   7990                     rates Some might expect that
                                                                                                                                                     those that own a boat would have
                                                                                                                                                     a 100 percent participation rate
                                 21 to 40                                                                          7019                              But there are two reas               Ions why this
                                                                                                                                                     is not true First, not everyone in a
                                       41+                                         3834                                                              household that owns a boat may
                                                                                                                                                     participate in boating activities
                                             0                 20                 40                 60                 80                 100       Second, the participation rate is
                       Figure 1.8 Years Lived in Monroe                                Percent                                                       for the past 12 months and the
                                                                                                                                                     respondent may have not done


                      6








                                                                                                                                           any activities in the past 12
                                                 Retired residents have the lowest participation rate                                      months due to other life priorities
                                    Unemployed        T                                                   66 04                            Quality of Life and Most Impor-
                            Employed Full-time                                                                            86 13            tant Reason for Living in Mon-
                                                                                                                                           roe County.
                            Employed Part-time                                                                 72 13
                                          Retired                                                  5690                                    Two questions were added to the
                                                                                                                                           telephone survey as warm-up
                                         Student                                                                    78 43                  questions One asked the respon-
                                    Homemaker                                                             66 03                            dent to rate the "Quality of life in
                                  Self-employed                                                                          8343              Monroe County" and the second
                                                                                                                                           asked for the "Most Important
                                        Disabled                                                         47                                Reason for Living in Monroe
                                                                                                                                           County" Many have hypothesized
                                                      a            28              40              60             Be              log      that the reason people live in
                             Figure 19 Employment Status                               Percent                                             Monroe County is because of the
                                                                                                                                           environment and the quality of the
                                                                                                                                           areas' natural resources


                                                                                                                                           Overall, over 32 percent rated the
                                                                                                                                           quality of life in Monroe County as
                                 Residents of Key West (33040) have the lowest participation rate                                          "excellent", while over 46 percent
                                                                                                                                           rated it as "good" Less than five
                                                                                                                                           percent rated it as "poor" (Table
                                Key Largo (33037)     T                                                               8300                 1 5) These ratings also differed
                                                                                                                                           for participants and nonpartici-
                                 Tavernier (33070)                                                                      8440               pants in outdoor recreation
                                Islamorada (33036)                                                                 7921                    activities Those that participated
                                                                                                                                           in outdoor recreation activities
                                 Marathon (33050)                                                                  7891                    gave higher ratings than those that
                              Big Pine Key (33043)    t                                                               8341                 did not participate in outdoor
                                                                                                                                           recreation activities
                         Summerland Key (33042)                                                                      8233                  Climate topped the list for the
                                 Key West (33040)                                                           6994                           "Most Important Reason for Living
                                                      a             28              40             60            80             log        in Monroe County" followed by
                                                                                       Percent                                             "job/business", "born here", "water
                          Figure 1 10 Zip Code                                                                                             activities", and "environment"
                                                                                                                                           (Table 1.6) Factors hypothesized
                                                                                                                                           to be related to outdoor recreation
                                                                                                                                           participation (e g Climate, Water
                                                                                                                                           activities, Environment, and


                          Those that work outside, Monroe County have                  Those with residences with waterfront access               Those, that own a boat have a higher,
                                a hloerpafficipation rate                                    have hqiherparticipatron                                   partrapation rate
                                                            8919                                                         7996                                                      9163
                          9: T                                                         78 -
                                                                                                                                                  as         6541
                                                                                       76  -                                                 Z    fie  -
                                      7616                                             74  -       7321
                                                                                                                                             ME
                          7                                                            72
                                                                                                                                                  40
                                                                                       7:                                                         20
                           5 t                                                                                                                               65 41LI
                              I                                                                                                                        -
                           at                                                                                                                          A
                           65AIL                                          1            6                                                            a  -                                        I
                                        No                   Yes                                     No                   Yes                                  No                   Yes
                    Figure 111 Work Outside Monroe                              Figure 1 12 Access to Waterfront Residence                 Figure 1 13 Own a Boat




                                                                                                                                                                                                7








                Access to Natural Resources)
                were among the top ten most                   Table 1.5. Ratings on Quality of Life in Monroe County
                important reasons for living in
                Monroe County. Those that                                                             Participatio2 in Recreation in Keys (%)
                participated in outdoor recreation            Rating                                  No               Yes            All Monroe
                rated these reasons higher th      .an        Excellent                               29.17            33.15                32.24
                those that did not participate in             Good                                    43.42            47.49                46.58
                outdoor recreation.                           Fair                                    18.85            15.67                16.39
                                                              Poor                                    8.56              3.69                4.79
                Population of Monroe County                    Total                               100.00            100.00                 100.00

                In Chapter 2, estimates of outdoor
                recreation in 66 detailed outdoor
                recreation activities are presented.          Table 1.6. Most Important Reason for Living in Monroe County
                This information was collected as
                part of the mail survey and infor-                                                             Participate in Recreation    in Keys
                mation was collected for all                  Reason                              Rank          No           Yes       All  Monroe
                members of the household, that is,            Climate                                 1        17.81         24.51          22.97
                for residents of all ages. To                 Job/Business                            2        17.30         17.19          17.22
                estimate the total number of                  Born here                               3        23.51         10.50          13.49
                participants in any outdoor recre-            Water activities                        4         3.89         15.55          12.87
                ation activity requires an estimate           Environment                             5         6.87         10.38          9.58
                of the total Monroe County popula-            Family/Friends                          6        13.61          5.66          7.48
                                                              Low Crime Rate                          7         5.05          4.90          4.93
                tion. Since the FSU Survey was                Access to Natural Resources             8         0.80          3.80          3.11
                limited to households, as well as             Retirement                              9         6.32          1.99          2.99
                the fact that the survey asked for            Community                               10        1.54          1.29          1.35
                participation during the past 12              No Special Reason                       1 1       1-.11         1.41          1.34
                months (corresponding to the year             Cultural Activities                     12        0.16          0.94          0.76
                1995-96), an estimate of the                  Be away from family                     13        0.61          0.31          0.38
                                                              Stuck here                              14        0.46          0.35          0.37
                population living in households               Education                               15        0.29          0.27          0.27
                during the time period 1995       *-96        Low cost of living/no income tax        16        0.09          0.17          0.15
                was required. Table 1.7 reports               Housing prices/own home                 17        0.16          0.10          0.11
                estimates from both the U.S.                   Total                                  -       100.00        100.00          100.00
                Bureau of Census's 1990 Census
                and the updated estimates for the
                time period 1995-96.
                                                              Table 1.7. Population         in Households (1990, 1995-96)
                For the 1995-96 time period, it is
                estimated that Monroe County had                                                                   1990            1995-96
                a total population of about 81,000.                                                                Census            Census
                From the 1994 Current Population
                Survey, 98 percent of Monroe                  Total Population (All Ages)                          78,024          81,000     1
                County's population was esti-
                mated to be living in households.             Number of Households                                 33,583            35,437
                This yields an estimate of 79,830
                people living in households                   % of Population in Households                            96.4                 98.0
                corresponding to the 1995-96                  % of Population in Group Quarters                          3.6                2.0
                period of the FSU Survey. This
                estimate is used in Chapter 2 for             Population in Households                             75,215            79,380
                developing estimates of the total
                number of participants in outdoor             Population in Households
                recreation activities in the Florida            Age 16 or older                                    63,384            66,679
                Keys.
                                                              1. U.S. Department of Commerce, Bureau of the Census reports
                                                                   population estimates'for Monroe County of 81,152 as of 7/1/95
                                                                   and 80,730 as of 7/1/96. 81,000 is our estimate for 1995-96.



                8







                Endnotes                                       time memory model to explain
                                                               their results which incorpo-
                1 .  The survey of residents of                rates two offsetting factors;
                     Monroe County was done                    telescoping and memory
                     under contract to the National            decay. Telescoping results in
                     Oceanic and Atmospheric                   people overestimating in
                     Administration, Office of                 shorter periods of time be-
                     Ocean Resources Conserva-                 cause for one reason or
                     tion and Assessments,                     another they expand the time
                     Strategic Environmental                   period beyond what is speci-
                     Assessments Division (order               fied in the survey. For
                     40AANC609064, $34,171).                   memory decay, the longer the
                                                               time period of recall the more
                2.   Information was collected on              people tend to forget resulting
                     activity participation, intensity         in a downward bias. Sudman
                     of use (days), and spending               and Bradburn found for
                     for trips in Everglades Na-               household expenditures that a
                     tional Park. This information             12-month recall period was
                     is still being assessed and will          better than shorter time
                     be included in future reports if          periods.
                     the information will support the
                     development of reliable               5.  The survey was conducted
                     estimates.                                between July 8, 1996 and
                                                               November 21, 1996. Each
                3.   Univariate nonparametric tests            respondent was asked about
                     included the Kolmogorov-                  their activities during the
                     Smirnoff, two-sample test for             previous 12 month period.
                     differences in the entire                 Thus, activity participation
                     empirical distribution function           would potentially cover a
                     not just particular moments of            period from July 8, 1995 to
                     the distribution like the mean            November 21,1996. These
                     or median.                                responses are used to ap-
                                                               proximate estimates for the
                4.   Some have questioned the                  annual time period of June
                     reliability of using a 12-month           1995 - May 1996 in order to
                     recall period. However, there             make annual estimates
                     is no empirical evidence of the           comparable to estimates for
                     relative superiority of shorter           visitors to the Florida Keys/
                     time periods of recall for                Key West found in Leeworthy
                     outdoor recreation participa-             and Wiley 1996 a,b and
                     tion. An often cited study,               English et. al. 1996.
                     Westat, Inc. 1989, finds that
                     shorter time periods of recall
                     yielded lower participation
                     rates. However, Westat did
                     not test the differences in
                     recall time periods against a
                     known true number, they
                     simply assume the shortest
                     time period estimates are
                     closest to the true. Sudman
                     and Bradburn, 1974 reviewed
                     a variety of studies where the
                     true number was known and
                     different time periods of recall
                     were used to estimate the
                     known number. They used a


                                                                                                                                          9








                                                                             activity by region based on the                        participation rate than those that
                        Chapter 2.                                           number of participants. Fishing                        participated in water-based
                                                                             was the top-rated activity for the                     activities (88.59 percent and 69.71
                    Activity Participation                                   entire Keys and for the Upper and                      percent respectively), those that
                                                                             Middle Keys regions. Snorkeling                        participated in on/ywater-based
                    Participation Rates                                      was the top activity in the Lower                      activities (8.95 percent) have a
                                                                             Keys region, while Visiting Muse-                      slightly higher participation rate
                    The estimates provided in this                           ums or Historic Areas was the top                      than those that participated in only
                    report are of activity participation                     activity in the Key West region.                       land-based activities (See Figure
                    by residents over the 12 month                                                                                  2.1). Also, the participation rate
                    period June 1995 - May 1996.                             With prime access to both the                          for those that participated in only
                    Appendix Tables A.2.1 to A.2.3                           Atlantic Ocean and the Gulf of                         land or water-based activities is
                    report on 41 aggregated activities,                      Mexico, the tremendous coral                           relatively small, implying that a
                    which eliminate the problem of                           reefs, the flats and backcountry                       significant percentage of residents
                    double-counting when adding up                           environments make the Florida                          participated in both land and
                    numbers of participants across                           Keys/Key West a mecca for water-                       water-based activities.
                    activities or across the same                            based activities, however for
                    activity over several regions. For                       residents of the Keys land-based
                    example, if one wants to know the                        activities are slightly more preva-
                    total number of residents that did                       lent. An interesting fact to note
                    all types of snorkeling or scuba                         however, is that although those
                    diving in the entilre Florida Keys/                      that participated in land-based
                    Key West, Table A.2.1 reports that                       activities have a slightly higher
                    to be about 37 thousand residents.
                    This is less than adding up the
                    numbers of residents reported in                         Table 2.1 Activity Participation for AJI Keys
                    Table 2.1 here of snorkelers (35.9                                                                                         Number
                    thousand) and scuba divers (13.2                                                                                            of                   Participation
                    thousand). The difference is                             Activity'                                                     Participants                   Rate
                    accounted for by those that did                          Snorkeling                                                        35,963                     45.30
                    both activities. An attempt was                          Scuba Diving                                                      13,219                     16.65
                    made to anticipate the kinds of                          Fishing                                                           37,835                     47.66
                    activities people would want to                          Viewing Wildlife-Nature Study                                     28,577                     36.00
                                                                             Beach Activities (including swimming)                             30,369                     38.26
                    add together and report them in                          Sightseeing & Attractions(Paid & Unpaid)                          17,305                     21.80
                    appendix tables A.2.1 to A.2.3.                          Visiting Museums or Historic Areas                                22,753                     28.66
                    Appendix Tables A.2.4 to A.2.6                           Cultural Events(Fairs,Concerts, Plays)                            25,519                     32.15
                                                                             All Camping                                                       5,231                      6.59
                    report the detailed 66 activities for                    Personal Watercraft Use (Rental Only)2                            3,520                      4.43
                    each region and for the entire
                    Florida Keys/Key West.                                   1. For more detailed activity participation, see Tables A.2.1 to A.2.9
                                                                             2. FSU - Survey Research Center re-typed activity list and left-off Personal
                    Participation rates or the percent                         Watercraft Use-Private Boat and Sailing Charter Boat. Therefore these
                    of residents are reported in each                          Activities were not measured.
                    table. These percents are the
                    proportion of all residents of the                       Table 2.2 Top Rated Activity by Region - Number of Participants
                    Florida Keys/Key West that did the                                                                                         Number
                    activity in the particular region. So                                                                                        of                   Participation
                    in Table 2.1 it is reported that 45.3                    Regi n             Activity                                    Participants                  Rate'
                    percent of the 79,380 residents of                       Upper Keys         Fishing                                        14,340                     18.07
                    households (not group quarters) of
                    the Florida Keys/Key West did                            Middle Keys        Fishing                                        12,964                     16.33
                    snorkeling. Appendix Table A.2.2,                        Lower Keys         Snorkeling                                     11,754                     14.81
                    reports that 16.81 percent of all
                    residents of the Florida Keys/Key                        Keys West          Visiting Museums or Historic Areas             16,920                     21.32
                    West participated in snorkeling in                       All Keys           Fishing                                        37,835                     47.66
                    the Upper Keys.
                    Table 2.2 shows the top-rated                            1. Percent of residents of all ages that did activity.

                    10








                        Within-Region Participation
                        Rates:                                                                Participation in land-based activities is higher than participation
                                                                                              in water-based activities for Residents

                        In the previous section, participa-
                        tion rates were defined as the
                        percent of all residents of the                                    98                                     8859
                        Florida Keys/Key West who                                          88
                        participated in a particular activity                              70            6971
                        However, one may be more                                           60
                        interested in the distribution of
                                                                                           50
                                                                                      2
                        participation within a region, for                            0    48
                        example, the answer to the                                         30
                        question, Of all the residents that                                20
                        participated in outdoor recreation                                 le                                                               895                       376
                        in the Upper Keys, what percent                                    a                                                     i                                                 __q
                                                                                                     Any Water based         Anykand-based           Only Water based            O%Land-basecl
                        participate in Snorkeling? Table                                                Activities                ct[Ades                 Activities                  ctivities
                        A 2 7 in the appendix presents the
                        within region participation rates for                                 Figure 2.1 Participation in Water-based vs Land Based Activities
                        all the regions Table 2 3 illus-
                        trates the difference between the                             Table 2 3 All Resident Particpation Rate Vs With@in-Reqion Participation Rate Upper Keys
                        overall participation rate and the                                                                                                                        Percent of
                        within region participation rate                                                                                                                       Residents who
                        The first column presents the                                                                                                Percent of All           Participated in the
                        percent of all residents of the                               Activity'                                                     Keys Residents                Upper Keys
                        entire Florida Keys/Key West who                              Snorkeling                                                           1681                       4973
                        participated in activities in the                             Scuba Diving                                                          665                       1966
                        Upper Keys This is what was                                   Fishing                                                              1807                       5345
                                                                                      Viewing Wildlife-Nature Study                                        1427                       4221
                        presented in the previous section                             Beach Activities (Including swimming)                                12 19                      3606
                        The second column presents the                                Sightseeing & Attractions(Paid & Unpaid)                              685                       2027
                        percent of all residents who                                  Visiting Museums or Historic Areas                                    665                       1968
                                                                                      Cultural Events(Fairs,Concerts, Plays)                                896                       2652
                        participated in outdoor recreation                            All Camping                                                           1 15                        341
                        in the Upper Keys who partici-                                Personal Watercraft Use (Rental Only)2                                2 15                        636
                        pated in a given activity in the
                        Upper Keys So the answer to the                               1 For more detailed activity participation, see Tables A 2 1 to A 2 9
                        questions posed above is that                                 2 FSU - Survey Research Center re-typed activity list and left-off Personal
                        49 73 percent of all the residents                                 Watercraft Use-Pnvate Boat and Sailing Charter Boat Therefore these
                        who do activities in the Upper                                     Activities were not measured
                        Keys participated in Snorkeling
                        In the previous section, land-                                Water-based activities predominate in the Upper Keys, while Land-based
                                                                                      activities predominate in the Lower and Middle Keys and Key West
                        based activities were shown to
                        dominate in the Florida Keys/Key                                   90          8237                                                                               8277
                        West as a whole Figure 2 2                                         Be                                          7832                       7445
                        breaks down this relationship into                                 70                  7171             6735                                              6437
                        its regional components Land-
                        based activities dominate in the                                   60
                        Middle and Lower Keys and in Key                              IS   58
                        West however, water-based                                          48
                        activities dominate in the Upper                                   38
                        Keys This relationship can be                                      20
                        seen in greater detail in Appendix                                 18
                        Table A 2 7 The Upper Keys has
                        higher within region participation                                    0     Upper Keys                   Middle Keys              Lower Keys                Key West
                        rates in fishing, snorkeling, scuba
                        diving, viewing wildlife and nature                                                    Any Water-based Activities             E3 Any Land-base-dActvte7s

                                                                                      Figure 2.2 Participation in Water- and Land-based Activities by region


                                                                                                                                                                                                 11








                 lable 2.4 Regional Activity Participation by Region of Residence

                                                                                    Region of Activity
                                                  Upper Keys                 Middle Keys            Lower Keys               Key West

                                                  Participation              Participation          Participation           Participation
                 Region of Residence                Rate (%)                   Rate (%)               Rate (%)                Rate (%)

                 Upper Keys                      63.87 (68.51)               24.07 (30.49)          14.90 (19.08)           15.18 (23.42)

                 Middle Keys                     17.22      (25.73)          37.30 (65.78)          18.11 (32.30)           14.82    (31.84)

                 Lower Keys                        7.10     (12.21)          14.62 (29.68)          30.35 (62.29)           18.00    (44.50)

                 Key West                    -11.80           (8.26)         24.01 (19.85)          36.65 (30.64)           52.01    (52.39)

                 Total                           100.00                   100.00                    100.00                100.00

                 lable 2.5 Top Rated Activity by Region - Number of Days of Activity                     activity during the past 12 months.
                                                                                                         Unlike the visitor survey there was
                                                                                         Number          no way to "target" specific activi-
                                                                                            of           ties to ensure an adequate
                 Re_qion                Activity                                     Days (000's)        number of observations within the
                                                                                                         confines of the mailback ap-
                 Upper Keys             Fishing                                           274.3          proach. There are therefore a
                 Middle Keys            Fishing                                           223.0          significant number of activities for
                 Lower Keys             Fishing                                           214.6          which the sample size was not
                 Keys West              All Beach Activities                              237.3          large enough (under 25 observa-
                 All Keys               Fishing                                           889.8          tions) to consider the estimates
                                                                                                         reliable. In Appendix Table A.2.8,
                                                                                                         this is noted with an asterisk
                 See Appendix Table A.2.9 for other activities.

                                                                                                         Appendix Table A.2.8 details the
                 study and boating than any of the          and 11.80 percent in Key West.               estimated average number of days
                 other regions of the Florida Keys/                                                      of activity per person in each
                 Key West.                                  If one wants to know the location            region over the 12 months preced-
                                                            of activity for those who live in a          ing the interview. Multiplying
                 To clarify the idea of within region       certain region, read the numbers             these averages by the number of
                 participation rates, it is helpful to      in parentheses from left to right.           residents that did the activity in the
                 distinguish between the region of          For those that live in the Upper             region yields estimates of the total
                 origin of participants in 'a particular    Keys, 68.51 percent do their                 intensity of activity in each region.
                 region and the region of participa-        outdoor recreation in the Upper              Appendix Table A.2.9 contains the
                 tion of residents who reside in a          Keys, 30.49 percent in the Middle            estimates of the total number of
                 particular region. Table 2.4               Keys, 19.08 percent in the Lower             days per region.
                 illustrates this idea. If one wants        Keys and 23.42 percent in Key
                 to know the location of residence          West. These percents will not add            Table 2.5 shows the top-rated
                 of those that do outdoor recreation        to 100 percent because residents             activity by region based on the
                 activities in a region of the Keys,        can do activities in multiple                number of days of activity. Over-
                 read the first column of numbers           regions.                                     all, the ratings by days of activity
                 under each region of activity from                                                      are similar to those by number of
                 top to bottom. These percents              Days in Selected Activities                  participants, with a few excep-
                 add to 100. Thus, 63.87 percent                                                         tions. Fishing was the top-rated
                 of those that do outdoor recreation        In the portion of the questionnaire          activity in the entire Florida Keys/
                 in the Upper Keys live in the              that was used to collect activity            Key West as well as in the Upper,
                 Upper Keys, whereas 17.22                  information, respondents were                Middle and Lower Keys. All beach
                 percent live in the Middle Keys            also asked on how many different             activities was the number one
                 7.10 percent in the Lower Keys             days they participated in each               activity in Key West.


                 12







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                                                                                                          13








                                                        each of these industries repre-          aid'in selecting appropriate
                 Chapter 3                              sents "new" money being brought          methods and checking the results.
                                                        into the county which has multi-         Each of these special features is
              Economic                                  plier impacts. In English et. al.        discussed below.
                                                        1996, the economic contribution
              Contributions                             from tourism are detailed. Here,         Residents. Because of the signifi-
                                                        the contribution of retirement           cant number of retired residents in
              Background                                and the Florida Keys/Key West            Monroe County there is a large
                                                        as a bedroom community is                amount of income in transfer
              Economic impact analyses of               estimated. Although information          payments flowing into the
              recreation sites are designed to          on all resident spending for             economy in the form of pensions,
              answer the question: How much             outdoor recreation in Monroe             retirement pay, dividends and
              does an activity contribute to the        County was collected, a large            interest on investments, and social
              local economy? Impacts are                portion of this was already              security. This creates a base of
              determined by three different             counted through the multiplier           income in Monroe County that is
              factors: the structure of the local       process in calculating the contribu-     independent of employment.
              economy, the amount and type of           tion of tourism. Additional portions     Retirement in Florida and Monroe
              spending residents do while on            would be attributed to the military      County is what economists call a
              trips to a recreation site, and the       and the commercial fishing               "basic industry."
              number of days residents engage           industry, that is, if studies were
              in the activity. Because most of          conducted on the economic                Basic industries derive their
              the money spent by residents in           contribution of the military and the     demand from outside the study
              the Florida Keys/Key West is not          commercial fishing industry, much        area. Retirement is basic in that
              "new money" (i.e. money from              of the spending by residents for         the income that flows into the local
              sources external to the local             outdoor recreation would be              economy results in demand for
              economy) the analysis is limited to       counted in the multiplier impacts        local goods and services. It is
              the export sector. For the purpose        from spending in these industries.       "new money" arriving in the
              of this analysis, the export sector                                                economy that becomes a driving
              is defined as the residents of            Although spending by residents of        force in the economy, creating
              Monroe County who are either              Monroe County may contribute to          income and employment. Other
              retired or who work outside of            the economies of many nearby             basic industries in Monroe County
              Monroe County. The term "export"          counties, this analysis is limited to    include the military and commer-
              refers to the fact that money             Monroe County only. An overview          cial fishing. Both of these indus-
              comes in from outside the county          of the baseline economy is               tries also derive their demand from
              to these residents. In the next           discussed in the next section,           outside the study area, however,
              section, this idea is explained in        followed by definitions of the           as mentioned above, the analysis
              greater detail. Residents in the          various concepts used in the             is limited to retired residents and
              export sector account for about 25        analysis, a summary of results,          residents who work outside the
              percent of all residents who              and an explanation of the method-        county. Residents who work
              participate in outdoor recreation in      ology used in the analysis.              inside the county receive wages &
              the Florida Keys/Key West and                                                      salaries based on the demand for
              about 32 percent of the total days        Baseline Economy                         goods and services produced
              of recreation undertaken by                                                        inside the county. When tourists
              residents who participate in              Special Features. There are              spend money in the Florida Keys/
              outdoor recreation in the Florida         several special features of the          Key West, businesses pay their
              Keys/Key West, and about 23               Monroe County economy that               employees who in turn spend
              percent of expenditures.                  make analysis of the contribution        additional money in the area. In
                                                        of one sector (export) more              this way, spending by non-export
              Other Basic Industries. Basic or          difficult. Monroe County is con-         sector residents is accounted for
              export industries in Monroe               nected to the larger South Florida       in the multiplier process of tourist
              County include tourism (non-              economy in so many ways that it          spending.
              residents of Monroe County), the          is difficult to analyze the separate
              military, commercial fishing              contribution of residents to Monroe      Income by place of Work vs.
              industry, retirement, and the             C .ounty alone. In doing so, several     Residence. Compared to Florida
              Florida Keys/Key West as a                pieces of information about the          as a whole, Monroe County's
              bedroom community. Spending in            special features of the Monroe           income by place of work as a
                                                        County economy were utilized to          percentage of income by place of


              14








                                                                Table 3.1 Income by place of Work as a percentage of Income by Place of
                  residence is much lower. Table                           Residence for the U.S., Florida and Monroe County
                  3.1 shows the percentages for                                                    Income by      Income by
                  1989 through 1994. In 1994,                                                       Place of       Place of
                  Monroe County's income by place                                                  Residence         Work        Percentage
                  of work as a percentage of income            1989
                  by place of residence was 50.52                 Florida                        228,024.443    139,640.381        61.24%
                  percent while the percentage for                Monroe County                     1,549.638        795.473       51.33%
                  Florida as a whole was 61.32                 1990
                  percent.                                        Florida                        244,604.378    149,094.249        60.95%
                                                                  Monroe County                     1,673.438        855.311       51.11%
                                                               1991
                  An explanation for the significant              Florida                        255,028.668    154,627.756        60.63%
                  difference between income by                    Monroe County                     1,735.216        883.311       50.90%
                  place of work and income by place            1992
                  of residence is intercounty com-                Florida                        265,729.633    164,550.621        61.92%
                  muters. As mentioned above,                     Monroe County                     1,793.998        939.366       52.36%
                  there are a significant number of            1993
                  residents of Monroe County                      Florida                        285,248.059    175,169.736        61.41%
                                                                  Monroe County                     1,976.637       1,013.430      51.27%
                  working outside the county.              There 1994
                  are also non-residents who work                 Florida                        302,099.041    185,236.774        61.32%
                  inside Monroe County. Table 3.2                 Monroe County                     2,068.322       1,044.824      50.52%
                  shows the number of commuters
                  coming into (going out of) the               1. Dollars in Thousands
                  county and where they are coming             Source: Regional Economic Information System, Bureau of Economic
                  from (going to). The net transfer                         Analysis, U.S. Department of Commerce
                  of commuters is -126. In other
                  words, there are 126 more com-              Table 3.2    Inter-county Commuting Patterns
                  muters leaving Monroe County
                  than there are coming in. In 1994,           Residents that work in the County                                   38,139
                  net income to Monroe County was
                  about $67 million. Residents of
                                                               Residents that commute to work outside the county                      2,172
                  Monroe County that work outside
                  the county brought in $116.5                      Further Breakdown
                  million, and non-residents of                            Broward County                                     227
                  Monroe County that work in                               Collier County                                     31
                  Monroe County took out $49.5                             Dade County                                    1,727
                  million. The Keys as a "bedroom                          Orange County                                      20
                  community' for other counties in'                        Palm Beach County                                  31
                  South Florida is also a basic                            Sarasota County                                       5
                  industry.                                                Other Counties                                 2,041
                  Proprietors' Employment as a                             Other States                                       131
                  Percentage of Total Employ-                              Outside the Country                                546
                  ment. Another important issue to
                  consider is the proportion of                Non-residents that work inside the County                              2,046
                  proprietors' income in relation to                Further Breakdown
                  the total. The percentage for
                  Monroe County is considerably                            Broward County                                     186
                  higher than for both Florida and                         Collier County                                     20
                  the country as a whole. Table 3.3                        Dade County                                    1,801
                  shows proprietors' employment as                         Palm Beach County                                  39
                  a percentage of total employment
                  for the U.S., Florida and Monroe             -Net                                                                     -126
                  County. In 1994, proprietors'
                  employment as a percentage of                Source: Regional Economic Information System, Bureau of
                  total employment in Monroe                               Enomic Analysis, U.S. Department of Commerce







                Table 3.3. Proprietors' Employment as a Percentage of Total                           County was 21.72 percent, while
                                Employment for the U.S., Florida and Monroe County-                   in Florida it was 14.95 percent and
                                                                                                      in the U.S. as a whole it was 15.47
                                                                                                      percent. The high proportion of
                                            Proprietors'          Total                               proprietors'to wage employment
                                            Employment      Employment          Percentage            reflects the dominance of the
                  1989                                                                                many small businesses in the
                     U.S.                   19,979,800      136,413,800             14.65%            tourist industry.
                     Florida                     913,369        6,629,138           13.78%
                     Monroe County                 7,696           42,546           18.09%            Seasonality. In a region like the
                  1990                                                                                Florida Keys where recreation
                     U.S.                   20,995,300      138,981,300             15.11%            dominates the economic activity,
                     Florida                     995,624        6,832,045           14.57%            an important aspect is the ups and
                     Monroe County                 8,492           44,276           19.18%            downs of the economy during the
                  1991                                                                                year, i.e., seasonality. Figure 3.1
                     U.S.                   21,685,500      137,737,500             15.74%            shows monthly non-proprietor
                     Florida                  1,046,386         6,784,758           15.42%            employment in Monroe County for
                     Monroe County                 9,154           44,344           20.64%            1989 through 1992. Employment
                  1992                                                                                is at its highest level from Decem-
                     U.S.                   21,730,400      138,473,400             15.69%            ber - April (the heart of the winter
                     Florida                  1,064,441         6,874,166           15.48%            tourist season), declines steadily
                     Monroe County                 9,560           44,746           21.37%            from May-October, then begins
                  1993                                                                                increasing in November, signaling
                     U.S.                   21,989,500      140,817,500             15.62%            the beginning of the winter tourist
                     Florida                  1,079,813         7,103,222           15.20%            season. From 1989-1992,1990
                     Monroe County                 9,911           46,632           21.25%            was the year with the highest
                  1994                                                                                degree of employment change.
                     U.S.                   22,341,500      144,390,500             15.47%            Employment reached a high of
                     Florida                  1,100,782         7,362,288           14.95%            32,040 in March and a low of
                     Monroe County                 10,163          46,784           21.72%            29,209 in October (an 8.8 percent
                                                                                                      change). Even this amount of
                  Source: Regional Economic Information System, Bureau of                             change is not that extreme. A
                                Economic Analysis, U.S. Department of Commerce                        possible reason for this low level
                                                                                                      of change is the dampening effect
                                                                                                      that transfer payments have on
                     Figure 3.1 Monthly Non-proprietor Employment in Monroe County: 1989 - 1992       the seasonality pattern. As
                  32-                                                                                 discussed above, transfer pay-
                                                                                                      ments form a base of income in
                                                                                                      Monroe County that is indepen-
                                                                                                      dent of employment (as a source
                T 31
                                                                                                      of income), but is an important
                                   X
                                                                                                      driving force in creating income
                C            X
                9                       N1.                                              X            and employment.
                5- 30                     X
                .2                              X
                CL
                E
                W                                       X      X
                                                                     X              X
                                                                                                      Historical Perspective
                  29

                                                                            X                         In economic impact analyses it is
                  28                                                                                  important to know if the year
                     ?1      21                                2,                                     during which you surveyed is a
                                                                     CM     E            E      E
                                                                     M                                "typical" year. By this we mean,
                     cc                                                             t5   CD
                                                                                         >
                                                                            'E      0    0
                             u_                                             0)           z      a     was this a good or bad year, was
                                                                            Cn
                                        __*__1989 --E--1990          -X-1992                          there a recession in the U.S.
                                        I                                   ni                        economy, and if so, how might it
                  Source: Mulkey, David and Charles Adams, 1994. Monroe County, An Economic Overview  have affected the local economy?
                         Final Report of a Component Study (Volume 11) for the Economic Adjustment    In Table 3.4, gross sales, income
                         Assistance Development Grant for Monroe Count (UF Acct, No. 7306186-13)
                         University of Florida, Gainsville, FL.                                       (by place of work) and employ-

                16







                 ment data were compiled for the             Table 3.4 Historical Data for Sales, Income and Employment for Monroe County
                 years 1989 through 1995. Sales,
                 after increasing slightly between                                                             ($000's)/
                 1989 and 1990, then decreasing                                                                Employment          % Change
                 slightly in 1991, had robust growth                    1989 Sales                             1,594,096
                 in 1992 and 1993 (8.13 percent                              Income                              795,473
                 and 11.24 percent, respectively),                           Employment                           42,546
                 then slowed in 1994 (to an in-                         19 9 0 Sales                           1,636,212             2.64%
                 crease of 3.56 percent). During                             Income                              855,311             7.52%
                 our survey sales picked up again                            Employment                           44,276             4.07%
                 to $2.203 billion (an increase of                      1.991 Sales                            1,615,442            -1.27%
                 9.51 percent). Income showed                                Income                              883,614             3.31%
                                                                             Employment                           44,344             0.15%
                 fairly consistent growth between                       1992 Sales                             1,746,707             8.13%
                 1989 and 1995 ranging between                               Income                              939,366             6.31%
                 3.31 percent in 1991 to 7.88                                Employment                           44,746             0.91%
                 percent in 1993. In our survey                         1993 Sales                             1,942,961             11.24%
                 period income was $1.123 billion                            Income                            1,013,430             7.88%
                 (a growth of 7.55 percent from                              Employment                           46,632             4.21%
                 1994). Employment'had fairly                           19 9 4 Sales                           2,012,035             3.56%
                                                                             Income                            1,044,824             3.10%
                 slow growth in general with two                             Employment                           46,784             0.33%
                 years of growth over 4 percent                1995/19961
                 (1990 and 1993). During our                                 Sales                             2,203,305             9.51%
                 survey period, employment was                               Income                            1,123,686             7.55%
                 47,000, an increase of 0.4 percent                          Employment                           47,000             0.46%
                 from 1994. In our judgment, the
                 period of study was a little better
                 than average, so our conclusions            1. Survey period: June 1995 -'May 1996
                 about the economic contribution of
                 residents to the local economy are          Source: Florida Department of Revenue and
                 not significantly over or underesti-                   Regional Economic Information System, Bureau of
                 mated.                                                 Economic Analysis, U.S. Department of Commerce




























                                                                                                                                              17






               Definitions                                a    Direct Effects: The amount of the increased purchase of
               When a local economy experi-                    inputs used to manufacture or produce the final goods and
               ences an increase in spending,                  services purchased by residents.
               residents of that economy benefit          0    Indirect Effects: The value of the inputs used by firms that are
               by more than just the dollar                    called upon to produce additional goods and services for those
               amount of the goods and services                firms first impacted directly by recreational spending.
               purchased. This is because the
               businesses serving those spend-            0    Induced effects: Result from the direct and indirect effects of
               ing the money must increase the                 recreation spending. Induced effects are related to persons and
               amount of labor, goods and                      businesses that receive added income as a result of local
               services they buy in order to                   spending by employees and managers of the firms and plants
               produce the additional goods and                that are impacted by the direct and indirect effects of recre-
               services. Thus, the businesses                  ational spending. This added income results in increased
               that have experienced increased                 demand for goods and services and, in turn, increased produc-
               spending will have a ripple effect              tion and sales of inputs.
               on the other businesses that
               supply them, and those busi-
               nesses, in turn, affect others on          0    Total Effect: The sum of direct, indirect, and induced effects
               down the supply chain. Econo-                   (Walsh et al. 1987). Typically, the total effects are between 1.5
               mists call the initial spending                 to 2 times more than the amount that the visitors originally
               activity the "direct effect," and the           spent in the local economy.
               subsequent ripples are the "indi-          0    Total Output: The value of all goods and services produced
               rect" and "induced" effects. The
               indirect and induced effects are                by the industries in a sector. For an economy as a whole, total
               also called the multiplier impacts.             output double-counts the value of production because it
               See the box at right for detailed               accounts for all sales; intermediate outputs are counted every
               definitions of these and related                time they are sold. In terms of direct impacts, the additional
               terms.                                          total output caused by visitor expenditures is equal to the
                                                               increased final demand, and the increased final demand will
               Because we were not able to                     roughly equal the dollar value of visitor expenditures, minus the
               properly calibrate the Monroe                   value of items that have to be imported into the region.
               County IMPLAN input-output                      Value Added: Total output minus the value of inputs to a
               model, only direct and total effects            sectors' production. As such, value added is the net benefit to
               are estimated and presented in                  an economy, and it contains the sum of employee compensa-
               the next section. This is further-
               explained in the Methods Section.               tion, indirect business taxes, and property income.

                                                               Total Income: The sum of property income and employee
                                                               compensation.

                                                               Employment: The number of full-time job equivalents or the
                                                               sum of full-time and part-time employees, depending on the
                                                               context of analysis (this is explained in greater detail in the
                                                               "Summary of Results.")














               18







                Summary of Results                        Figure 3.2 Impact Process Due to Resident Spending in Monroe County

                Figure 3.2 summarizes the
                estimated economic contribution                                        Resident Spending
                of the export sector of residents to
                the Florida Keys/Key West.
                Export sector resident spending                                           94.32 Million
                was an estimated $94.32 million.
                Of these expenditures $28.29
                million, or about 30 percent, was               Purchase Inputs
                spent to purchase inputs outside
                                                               Outside Monroe
                Monroe County. An example of
                this may be telephone service.                    28.29 Million
                When a merchant sends his
                phone bill outside the county, only
                a portion of this money remains in
                the county to support operations.                 Direct Output           Direct Income        Direct Employment
                So the direct impact on the local
                economy is less than the total
                initial spending.                                 66.0.2 Million          19.29 Million             1,509 Jobs____
                The direct effects are the amount
                of the increased purchase of
                inputs used to manufacture or                                          Multiplier Proce7ss
                produce the final goods and
                services purchased by residents.
                In the case of Monroe County, this
                translated to $66.02 million in
                direct output (sales), $19.29
                million in direct income, and 1,509
                jobs in direct employment.
                                                                  105.63 M Ilion          30.87 Million             2,414 Jobs
                As mentioned previously, busi-
                nesses that have experienced
                increased spending will have a
                ripple effect on the other busi-
                nesses that supply them. This is
                represented in Figure 3.2 by the          For these numbers to be meaning-         period was about $2.20 billion.
                multiplier effect, which yields the       ful, we must be able to compare          The estimated total contribution
                total effects shown at the bottom         them to the Monroe County                from the export sector of residents
                of the figure. The total estimated        baseline economy. Table 3.5              was $105.63 billion or about 4.79
                output is $105.63 million, the total      shows the official reported output       percent. The total estimated
                estimated income is $30.87 million        (sales), income and employment           contribution from the export sector
                and the estimated total employ-           for Monroe County. The official          of residents to income, $30.87
                ment is 2,414 jobs.                       reported output for the survey           million, was about 2.75 percent of



                 Table 3.5. Estimated Economic Contribution of ResidentfRecreational Activities


                                                          Official                        Estimated Resident Contribution
                                                         Reported' 2                Direct               Total         % of Economy
                 Output                               $2,203,305,357            $66,020,640          $105,633,024              4.79%
                 Income                               $1,123,685,732            $19,291,709           $30,866,734              2'75%
                 Employment                                    47,000                   1,509,                2,414            5.14%
                 1. Source (Output): Florida Department of Revenue
                 2. Source (Income and Employment): Regional Economic Information System, Bureau of Economic Analysis,
                                  U.S. Department of Commerce


                                                                                                                                      19








              the official reported income of           while on recreation trips (English       salaries ratio and the proprietor's
              $1.12 billion. The official reported      and Bergstrom 1994).                     income to proprietors employment
              employment was 47,000 jobs.                                                        ratios. These ratios are funda-
              The estimated total resident              When considering which method            mental to estimating the direct
              contribution to employment was            of economic impact analysis to           income and employment impacts
              2,414 jobs, or about 5.14 percent.        use for export sector residents, we      from resident expenditures.
                                                        originally considered input-output
              Because the calculations em-              analysis, using the IMPLAN               Direct Wages & Salaries and
              ployed in the multiplier process          model. Input-output analysis is          Employment. To estimate the
              used here are the same as those           one of the most widely applied           direct wages & salaries and wages
              used in the tourist analysis (En-         methods in regional economic             & salaries related employment
              glish et. al., 1996), one would           analysis (Miller and Blair, 1985). It    impacts in Monroe County, first
              expect that the relationship of total     consists of a system in which            required estimating the total
              impact as percentages of the              linear equation are used to              expenditures by spending cat-
              economy between output, income            describe the linkages among              egory and then matching each
              and employment would be about             production sectors in a given            spending category to the appropri-
              the same. In the tourist analysis,        economy. However for a market            ate SIC from Appendix Table
              however, the total impact as              area with the small size and             A.3.3. Direct wages & salaries are
              percentages of the economy were           unique characteristics of Monroe         first derived by multiplying total
              60.53 percent, 45.03 percent and          County, using an 1-0 model such          expenditures by category by the
              46.49 percent for output, income          as IMPLAN is not feasible. In the        appropriate wages-to-sales ratio.
              and employment, respectively.             visitor component of Linking the         Direct wages & salaries employ-
              Here the total impacts as percent-        Economy and Environment of the           ment is then equal to the direct
              ages of the economy were 4.79             Florida Keys/Florida Bay, the            wages & salaries divided by the
              percent, 2.75 percent and 5.14            authors attempted the IMPLAN             wages-to-employment ratios.
              percent for output, income and            analysis. It was discovered that         Appendix Table A.3.5 shows these
              employment, respectively. The             there was a tendency for overesti-       calculations.
              explanation for this disparity lies in    mation of impacts. Monroe
              the difference in spending patterns       County has many links to the             Total Output, Income and
              between tourists and residents.           surrounding South Florida                Employment. To estimate total
              Residents tended to spend more            economy. Properly calibrating an         output required two steps. In step
              in categories with lower wages to         IMPLAN model for Monroe County           one, the total expenditures from
              sales ratios (such as oil and gas         would require additional research        Appendix Table A.3.5 are multi-
              and film purchase and develop-            to specify and net-out transfers         plied by the percent of inputs
              ment) and less in categories with         outside Monroe County. It was            purchased locally (.70). This
              higher wages to sales ratios (such        decided that a more simplified           percent was taken from the
              as lodging). For more details see         approach would be more appropri-         Monroe County IMPLAN input-
              Appendix Table A.3.5. The                 ate (English et. al. 1996)               output model tables and revised
              derivation of wage and employ-                                                     downwards from .77 to .70 using
              ment estimates will be covered in         The Use of Census Ratios. The            information about the percent of
              much greater detail in the Methods        simplified approach for Monroe           wages & salaries. Total output
              section.                                  County used several types of             was then equal to direct output
                                                        ratios on economic measurements          times an output multiplier of 1.6.
              Methods                                   for the Monroe County economy            Appendix Table A.3.6 shows these
                                                        from the U.S. Department of              calculations.
              Background Concepts. According            Commerce, Census Bureau,
              to export base theory, economic           Census of Business 1992 and              Estimation of total income also
              growth in an economy is due to            from the U.S. Department of              required two steps. In step one,
              growth in exports. Purchases of           Commerce, Bureau of Economic             the direct wages & salaries
              local goods by export sector              Analysis, Regional Economic              derived and reported in Appendix
              residents are exports, as they            Information System 1994. Appen-          Table A.3.5 are multiplied by the
              bring outside dollars into the local      dix Table A.3.3 shows the wages-         total income-to-wages & salaries
              region. Thus, impacts in an               to-sales and wages-to-employ-            ratio (1.2222) from Appendix Table
              economy attributable to recreation        ment ratios by standard industrial       A.3.4. This yields an estimate of
              are traceable to export sector            classification (SIC). Appendix           total direct income, that is, income
              residents who spend money for             Table A.3.4 shows the derivation         to wages & salary workers and
              locally sold goods and services           of the total income to wages &


              20








                 income to proprietors. In step two,
                 total direct income was multiplied
                 by an income multiplier of 1.6 to
                 get the total income impact on
                 Monroe County. These calcula-
                 tions are shown in Appendix Table
                 A.3.6.


                 Finally, to estimate the total
                 employment impact required
                 several steps. First, direct wages
                 & salaries employment from
                 Appendix Table A.3.5 were
                 multiplied by the employment
                 multiplier of 1 .6 to get the total
                 wages & salaries employment.
                 Second, direct proprietors income
                 was divided by the proprietors
                 income-to-employment ratio from
                 Appendix Table A.3.3 (18,690) to
                 yield an estimate of direct propri-
                 etors employment. Direct propri-
                 etors employment was then
                 multiplied by the employment
                 multiplier of 1.6 to get an estimate
                 of the total proprietors employ-
                 ment. Total wages & salaries
                 employment was then added to
                 the total proprietors employment
                 to get an estimate of the total
                 employment impact. These
                 calculations are all shown in
                 Appendix Table A.3.7.

                 Note that under this approach, we
                 cannot estimate value-added, nor
                 can we separately estimate
                 indirect or induced effects.


























                                                                                                                                2








               Expenditures.                              person-days by spending per                the export sector of residents
                                                          person per day.                            spent, on average, considerably
               Per Person Per Day. Expenditure                                                       less for lodging, transportation,
               information was collected on a per         We obtained expenditure informa-           boating, miscellaneous expendi-
               group, per trip basis. In Part B of        tion for 47 different trip-related         tures and services. For detailed
               the mailback questionnaire,                expenditure items.' These can be           average per person per day
               respondents were asked how                 aggregated into 5 general types of         expenditures, please refer to
               many days their last trip or outing        expenditures: lodging (5 items),           Appendix Table A.3.1.
               in the Florida Keys/Key West was           food (3 items), transportation (9
               (with any part of a day counted as         items), activities (21 items), and         Total Expenditures. Table 3.7
               a whole day). They were also               miscellaneous (9 items). Table 3.6         summarizes total expenditures. It
               asked how many people they or              shows average expenditures per             presents total expenditures for the
               someone in their household was             person per day for the export              export sector of residents, the
               paying expenses for on their last          sector of residents and for all the        percent of total expenditures of the
               trip or outing in the Florida Keys/        residents. The average per person          export sector of residents as a
               Key West. The purpose was to               per day $73.51 for the export              percentage of the total expendi-
               extrapolate to total spending by           sector and $98.80 for the entire           tures for the entire sample and the
               multiplying our estimates of               sample of residents. Generally             total expenditures for the entire





               Table 3.6. Relative Summary of Average Expenditures Per Person Per Day - Entire Sample and Export Sector

                                                                                                    Export                   Entire
               Category                                                                             Sector                  Sample

               Lodging                                                                                4.31                        4.59
               Food and Beverages                                                                    24.10                      27.17
               Transportation                                                                         4.46                        7.31
               Boating                                                                               16.30                      20.16
               Fishing                                                                                8.86                        9.58
               Scuba Diving/Snorkeling                                                                0.12                        1.53
               Sightseeing                                                                            2.77                        3.54
               Other Activity Expenditures                                                            2.59                        2.97
               Miscellaneous Expenditures                                                             8.43                      18.31
               Services                                                                               1.57                        3.62
               Total                                                                                 73.51                      98.79



                 Table 3.7. Relative Summary of Total Expenditures Per Person - Entire Sample and Export Sector'

                                                                                        . Export Sector as
                                                                         Export               Percent of                   Entire
                 Category                                                Sector             Entire Sample                  Sample

                 Lodging                                                 5,529.84                29.65%                    18,648.25
                 Food and Beverages                                     30,920.91                28.01%                   110,386.28
                 Transportation                                          5,722.29                19.27%                    29,699.07
                 Boating                                                20,913.31                25.53%                    81,906.05
                 Fishing                                                11,367.61                29.21%                    38,921.62
                 Scuba Diving/Snorkeling                                     153.96                1.67%                     9,216.08
                 Sightseeing                                             3,553.98                24.71%                    14,382.31
                 Other Activity Expenditures                             3,323.04                27.54%                    12,066.52
                 Miscellaneous Expenditures                             10,815.90                14.54%                    74,389.87
                 Services                                                2,014.35                13.70%                    14,707.34
                 Total                                                  94,315.19                23.33%                  404,323.39


                 1. Dollars in Thousands.



               22








                sample. These numbers are
                derived by multiplying the mean
                expenditures per person per day
                by the number of person-days for
                the export sector (about 1.28
                million) and for the entire sample
                (about 4.06 million) respectively.
                These numbers are the interim
                step between expenditures from
                the survey data and the multiplier
                process. Once these numbers are
                calculated, inputs that are not
                purchased locally are deducted
                and then the multiplier effects are
                calculated. For detailed total
                expenditures, please refer to
                Appendix Table A.3.2.

                Endnotes


                1. The same spending categories
                  that were used in the visitor
                  study were used for residents.
                  However, several items were
                  excluded because residents
                  reported non trip related
                  expenditures for medical
                  services and air fares. For
                  clothing and boat repair many
                  residents reported large
                  amounts that in our judgement
                  were not trip-related. In-these
                  cases (amounts over $100), we
                  put the expenditures on a per
                  person per day basis by divid-
                  ing by the total annual days of
                  recreation for clothing and for
                  annual days of boating activity
                  for boat repair. We also con-
                  ducted an "outlier' analysis and
                  eliminated large spending
                  amounts that had significant
                  influences on estimated aver-
                  age expenditures per person
                  per day. Oil and gas expendi-
                  tures over $100 and Business
                  Services over $50 were
                  dropped.












                                                                                                                                 23






                 Chapter 4                               how satisfied they were with each         quadrants are formed by first
                                                         item at the places they did their         placing the importance measure-
                                                         activities in the Florida Keysl           ment on the vertical axis and the
               Importance and                            Florida Bay area. Again, a five           satisfaction measurement on the
               Satisfaction Ratings                      point scale was used with one (1)         horizontal axis (see Figure 4.1).
                                                         meaning '7errible" and a score of         An additional vertical line is placed
                                                         five (5) meaning "Delighted."             at the mean score for all 25 items
               Background                                Respondents were also given the           on the satisfaction scale and an
                                                         choices of answering either "Not          additional horizontal line is placed
               For many years, the U.S. Forest           Applicable" or "Don't Know."              at the mean score for all 25 items
               Service and many other federal,                                                     on the importance scale. These
               state, and local agencies that            In this chapter, the collected data       two lines form a cross hair. The
               manage parks and/or other natural         is presented in several ways.             cross hair then separates the
               resources have used the National          First, the means or average               importance-satisfaction measure-
               Satisfaction Index (NSI) for              scores are reported along with the        ment area into four separate areas
               measuring satisfaction. Satisfac-         estimated standard errors of the          or quadrants. This allows for
               tion is a complex feature of the          mean, the sample sizes (number            interpretation as to the "relative
               recreation experience and it is           of responses), and the percent of         importance?' and "relative
               now agreed upon by most re-               respondents that gave a rating.           satistactioWof each item. That
               searchers that "Importance-               This latter measure is important          is, if everyone gave high scores to
               Performance" or "Importance-              because many respondents                  all items in the Florida Keys/
               Satisfaction" is a much more              provide importance ratings for            Florida Bay area, we would still be
               complete measure and provides a           selected items but may not have           able to judge the relative impor-
               much simpler interpretation than          had a chance to use a resource,           tance and satisfaction and estab-
               the NSI. First described in the           facility, or service and therefore do     lish priorities.
               marketing literature by Martilla and      not provide a satisfaction rating.
               James (1977), it has been de-             This might lead to biases in              The use of the four quadrants
               scribed and/or used in such               comparing importance and                  provides a simple but easy-to-
               studies as Guadgnolo (1985),              satisfaction. However, in recent          interpret summary of results.
               Richardson (1987), Hollenhorst,           applications, we have found that          Scores failing in the upper left
               Olson, and Fortney (11992),               the analysis is robust with respect       quadrant are relatively high on the
               Leeworthy and Wiley (1994, 1995           to this problem, i.e., it has no          importance scale and relatively
               and 1996).                                significant impact on the conclu-         low on the satisfaction scale. This
                                                         sions (see Leeworthy and Wiley            quadrant is labelled "Concentrate
               The importance and satisfaction           1994, 1995 and 1996).                     Here." Scores falling in the upper
               section of the mailback question-                                                   right quadrant are relatively high
               naire was divided into two sections       The second method of presenta-            on the importance scale and also
               to obtain the necessary informa-          tion is the bar charts showing the        relatively high on the satisfaction
               tion for the importance-satisfaction      mean scores for each item for             scale and are labelled "Keep up
               analysis. The first section asks          importance and satisfaction. It is        the Good Work." Scores falling in
               the respondent to read each               important to note that while both         the lower left quadrant are rela-
               statement and rate the impor-             importance and satisfaction are           tively low on both the importance
               tance of each of the 25 items as it       measured on a one to five scale,          and satisfaction scale and are
               contributes to an ideal recreation        the scales have different.mean-           labelled "Low Priority." And,
               setting for the activities they did in    ings are not really directly compa-       finally, scores in the lower right
               the Florida KeyslFlorfda Bay area.        rable. They do, however, commu-           quadrant are relatively low on the
               Each item is rated or scored on a         nicate relative importance/satisfac-      importance scale but relatively
               one to five scale (11 -5) with one (1)    tion relationships across the             high on the satisfaction scale and
               meaning "Not Important" and five          different items. But some find this       are labelled "Possible Overkill."
               (5) meaning "Extremely Impor-             harder to work with than the
               tant." The respondent was also            simpler analytical framework              This chapter is divided into two
               given the choices of answering            provided next.                            sections. In section one, the '
               "Not Applicable" or "Don't Know."                                                   importance-satisfaction analysis is
               The second section asks the               The most useful analytical frame-         presented for 25 items. In section
               respondent to consider the same           work provided in importance-              two, information is presented on
               list of items they just rated for         satisfaction analysis is the four-        10 of the 25 items for which
               importance and to rate them for           quadrant presentation. The four           residents who had lived in or


               24







                   visited the Florida Keys/Key West              Resource Facilities." These six               section of the mailback question-
                   at least five years ago were asked             (6) items are either facilities that          naire. In none of the cases did
                   to give retrospective satisfaction             provide access to natural re-                 100 percent of all respondents
                   ratings. That is, these residents              sources or areas or features that             give ratings for any one item.
                   were asked to rate how satisfied               provide public access to natural              Figure 4.2 summarizes the
                   they were with these 10 items five             resources. Items N through V are              importance-satisfaction results;
                   years ago. We then test for                    labelled "Other Facilities." These            the last column reports the percent
                   whether there has been a statisti-             nine (9) items are either facilities          of respondents that provided a
                   cally significant increase or decline          or features of facilities that are not        rating on the item. Generally, as
                   in the satisfaction with these                 directly related to natural re-               was discussed earlier, a lower
                   items.                                         sources but are indirectly related            percent of respondents provide
                                                                  since they represent items associ-            satisfaction ratings for a given item
                   Importance-Satisfaction Analy-                 ated with the general infrastructure          than provide importance ratings.
                   sis: All Residents                             of the area. Items W through Y                The four-quadrant analysis places
                                                                  are labelled "Services." These                six items in the "Concentrate
                   For presentation purposes, the 25              three (3) items are either services           Here" quadrant. They are B.
                   items that visitors were asked to              or features of a service provided to          Amount of living coral on reefs, G.
                   rate are organized into four                   recreationists. We considered                 Quality of beaches, R. Condition
                   categories. In the survey, the                 separate analyses for each group              of bike paths and sidewalks/
                   order of the items was mixed.                  but rejected this approach in favor           walking paths, U. Cleanliness of
                   Each of the items is given a letter            of establishing the relative impor-           streets and sidewalks, V. Un-
                   rather than a number and so are                tance of each item with respect to            crowded conditions, and Y. Value
                   labelled A through Y. Items A                  all items. The organization into              for the price.
                   through G are labelled "Natural                four categories was done simply
                   Resources." These seven (7)                    as an aid to those users that have            Cautionary Note. The results
                   items are either natural resources             responsibilities in separate areas.           presented here are not intended
                   or attributes of natural resources                                                           as any policy statement about
                   such as clear water. Items H                   There were 615 respondents in                 what either business or govern-
                   through M are labelled "Natural                total to the importance-satisfaction          ments should or should not be
                                                                                                                doing. The interpretive framework
                   Figure 4.1 Importance/Satisfaction Matrix                                                    for the importance-satisfaction is
                                                                                                                simply intended as a helpful guide
                                                                                                                in organizing the ratings given by
                        5.0     Concentrate                                             Keep up the             residents.
                                Here                                                    Good Work
                                                                                                                Satisfaction with Selected
                        4.5                                                                                     Items: Current Ratings versus
                                                                                                                Ratings Five Years Ago

                                                                                                                As discussed in the Introduction, a
                        4.0                                                                                     subsample of residents were
                                                                                                                asked to provide a retrospective
                    0                                                                                           rating for 10 of the 25 items
                    CL
                    E                                                                                           presented in the importance-
                        3.5                                                                                     satisfaction analysis. The
                                                                                                                subsample of residents was based
                                                                                                                on the answer to the following
                        3.0                                                                                     question: Had you lived-in or
                                                                                                                visited the Florida Keys more than
                                  LOW                                                Possible                   five years ago? Seventy-three
                                  Priority                                           Overkill                   (73) percent answered YES to this
                        2.5                                                                                     question. This subsample was
                               2.5       3.0          3.5         4.0         4.5          5.0                  then asked to provide the retro-
                                                                                                                spective rating for the 10 items.
                                                       Satisfaction                                             Table 4.1 presents the 10 items,
                                                                                                                summarizes the mean scores
                                                                                                                along with the estimated standard


                                                                                                                                                          25










                  Figure 4.2. Importance/Satisfaction Matrix Code Descriptions, Graph of Means, and Descriptive Statistics


                                                                                                                                      Standard              %
                  Code From Matrix - Description                                                                            Mean       Error       N      Rated


                  Natural Resources


                  A    Clear water (high visibility)                              1                                           4.40     0.0359      586      95%
                                                                                  S                                           3.50     0.0405      581      94%
                  B.   Amount of living coral on reefs                            1                                           4.47     0.0375      575      93%
                                                                                  S                                           3.23     0.0417      526      86%
                  C.   Many different kinds of fish and sea life to view          1                                           4.22     0.0422      584      95%
                                                                                  S                                           3.49     0.0386      562      91%
                  D.   Many different kinds of fish and sea life to Catch         1                                           3.55     0.0613      561      91%
                                                                                  S                                           3.39     0.0434      473      77%
                  E    Opportunity to view large wildlife: (manatees,             1                                           3.77     0.0514      573      93%
                       Whales, dolphins, seaturtles)                              S                                           3.21     0.0462      510      83%
                  F.   Large numbers of fish                                      1                                           4.17     0.0461      576      94%
                                                                                  S                                           3.22     0.0432      534      87%
                  G    Quality of Beaches                                         1                                           4.26     0.0436      583      95%
                                                                                  S                                           3.00     0.0485      531      86%

                                                                                          0    1      2     3   4     5

                  Natural Resource Facilites


                  H.   Park and specially protected areas                         1                                           4.06     0.0475      581      94%
                                                                                  S                                           3.51     0.0376      527      86%
                  1.   Shoreline access                                           1                                           3.76     0.0493      570      93%
                                                                                  S                                           3.01     0.0468      509      83%
                  J.   Designated swimming/beach areas                            1                                           3.69     0.0526      576      94%
                                                                                  S                                           3.17     0.0510      506      82%
                  K.   Mooring buoys near coral reefs                             1                                           4.31     0.0477      554      90%
                                                                                  S                                           3.63     0.0419      467      76%
                  L.   Marina Facilities                                          1                                           3.04     0.0574      526      86%
                                                                                  S                                           3.66     0.0419      403      66%,
                  M.   Boat ramps/launching facilities                            1                                           2.95     0.0615      503      82%
                                                                                  S                                           3.28     0.0580      349      57%

                                                                                          0    1      2'    3    4     5

                  Other Facilities


                  N.   Historic preservation                                      1                                           3.92     0.0491      578      94%
                       (historic landmarks, houses, etc.)                         S                                           3.64     0.0358      495      80%
                  0    Parking                                                    1                                           3.12     0.0535      542      88%
                                                                                  S                                           3.03     0.0495      456      74%
                  P.   Public Transportation                                      1                                           2.42     0.0582      477      78%
                                                                                  S                                           2.61     0.0719      279      45%
                  0    Directional signs, street signs, mile markers                                                          3.50     0.0554      572      93%
                                                                                  S                                           3.53     0.0386      516      84%
                  R.   Condition of bike paths and sidewalks/                     1                                           3.95     0.0479      571      93%
                       walking paths                                              S                                           3.02     0.0461      526      86%
                  S.   Condition of roads and streets                             1                                           3.78     0.0482      584      95%
                                                                                  S            1      1                       3.15     0.0428      564      92%
                  T.   Availability of public restrooms                           1                                           3.68     0.0506      561      91%
                                                                                  S                                           2.96     0.0498      478      78%
                  U.   Cleanliness of streets and sidewalks                       1                                           3.99     0.0438      584      95%
                                                                                  S                                           3.06     0.0419      567      92%
                  V.   Uncrowded Conditions                                       I       t                                   3.93     0.0469      579      94%
                                                                                  S                                           2.92     0.0445      561      91%

                                                                                          0    1      2     3    4     5

                                                                                     1    Importance, S-    Satisfaction
                                                                                          +


































































                  26









                    Figure 4.2. Importance/Satisfaction Matrix Code Descriptions, Graph of Means, and Descriptive Statics (continued)


                                                                                                                                   Standard             %
                    Code From Matrix - Description                                                                        Mean      Error       N     Rated


                    Services
                    W. Maps, brochures, and other'tourist                                                                  2.87     0.0589      542     88%
                          information                                            S                                         3.63     0.0419      391     64%
                    X    Service and friendliness of people                      1                                         4.21     0.0401      582     95%
                                                                                 S                                         3.46     0.0403      558     91%
                    Y.  Value for the price                                      1                                         4.14     0.0414      580     94%
                                                                                 S                                         2.84     0.0483      535     87%



                                                                                        0     1    2     3     4     5
                                                                                    I   Importance, S - Satisfaction



                       Importance/Satis   faction Matrix

                           4.5       Concetrate                         B                                Keep up the
                                       Here                                             A                Good Work


                                                                                              K
                                                             G
                                                                                        C
                                                                                     X
                                                     y



                           4.0                                                           H
                                                         V RU                                 N


                    (D                                             S E
                    0



                    0

                           3.5                                                           Q





                                                                     F


                           3.0                                                                L
                                                                            M                W







                           2.5
                                     p


                                         Low                                                               Possible
                                       Priority                                                             Overkill


                                  2.5                      3.0                         3.5                          4.0
                                                                    Satisfaction


                                                                                                                                                           27









               Table 4.1. A Comparison of Satisfaction Ratings on 10 Selected Items: Current Ratings versus Five Years Ago

                                                                                                                            Significant
               -item                                                             Mean           Stclerr            N        Difference'

               Clear water (high visibility)                                                                     412             YES
                 Current rating                                                  3.38           0.048
                 Five years ago                                                  3.92           0.046

               Amount of living   coral on reefs                                                                 359             YES
                 Current rating                                                  3.16           0.049
                 Five years ago                                                  3.79           0.047

               Opportunity to view large wildlife                                                                340             YES
                 Current rating                                                  3.20           0.056
                 Five years ago                                                  3.61           0.050

               Uncrowded conditions                                                                              395             YES
                 Current rating                                                  2.94           0.056
                 Five years ago                                                  3.55           0.052

               Shoreline access                                                                                  347             YES
                 Current rating                                                  2.94           0.057
                 Five years ago                                                  3.14           0.055

               Quality of beaches                                                                                368             YES
                 Current rating                                                  2.85           0.056
                 Five years ago                                                  3.04           0.055

               Service and friendliness of people                                                                397             YES
                 Current rating                                                  3.53           0.045
                 Five years ago                                                  3.62           0.046

               Historic preservation (historic landmarks, houses, etc.)                                          332             N:)
                 Current rating                                                  3.60           0.044
                 Five years ago                                                  3.55           0.044

               Parks and specially protected areas                                                               363             YES
                 Current rating                                                  3.50           0.046
                 Five years ago                                                  3.65           0.045

               Conditions of roads and streets                                                                   397             IND
                 Current rating                                                  3.15           0.049
                 Five years ago                                                  3.06           0.049


               1. YES means statistically sifnificant difference with 95 percent confidence. Statistical test was a paired
                    t-test for the difference in the means. Differences were normally distributed. Sample sizes for tests
                   were based on those that gave ratings for current time period and for five years ago.

               errors of the mean, and lists the         there was a statistically significant     paired t-test appropriate. The
               sample size (or number of re-             difference in the two mean scores         differences noted here were
               sponses for each item). Also              for an item. A paired t-test was          significant at least at the 95
               provided are the results of statisti-     done using PROC MEANS in SAS              percent confidence level. There
               cal tests for the difference in mean      Version 6.12. Differences in the          were significant declines in
               scores between the current rating         scores were first calculated and          satisfaction ratings for eight (8) of
               and the rating for each item five         tests for normality were con-             the 10 items. For two of the items,
               years ago. AYES in the last               ducted. The differences were all          there was no significant difference.
               column of Table 4.1 indicates that        normally distributed, making the


               28









                  Key Findings:

                           Satisfaction Ratings: Current versus Five Years Ago

                              Clearwater (high visibility). Significant decline.
                              Amount of living coral on reefs. Significant decline.
                              Opportunity to view large wildlife. Significant decline.
                              Uncrowded conditions. Significant decline.
                              Shoreline access. Significant decline.
                              Quality of beaches. Significant decline.
                              Service and friendliness of people. Significant decline.
                              Historic preservation. No difference.
                              Parks and specially protected areas. Significant decline.
                              Conditions of roads and streets. No diff erence.


                L



                                                               Places very high priority on the                    37.6
                                                            protection of the environment (65 +)
                Environmental Concern Index
                (ECI).                                         Concerned about protection of                                    53.9
                                                                   the environment (49-64)
                The ECI is an index created by the               Neutral, or undecided about 1.8     Minimum               28
                answers to 16 questions asked on                  environmental issues (48)          Maximum               80
                the final section in the mailback            Little concern about protection of  5.9 Mean                61.29
                                                                   the onvrironment (32-47)          Median                62
                questionnaire. The 16 questions                Places ver.y low priority on the 0.8  Mode                  64
                were designed by Weigel and               protection of the environment (l 6-31)
                Weigel (1978). The index has
                been tested by past researchers                                     0              20              40              60
                for internal consistency, test re-                                                     Percent
                test reliability and validity. The         Figure 4.3 Environmental Concern Index
                index has also been used suc-
                cessfully to predict actual behav-
                iors with regard to environmental         Paradigm (Dunlap and Van Liere           the ECI as experimental. In future
                concerns such as recycling.               1978), the Personal Environmen;al        work, we hope to test the useful-
                In 1992, NOAA, the U.S. Forest            Behavior Scale (Dunlap and Van           ness of this index.
                Service, the U.S. Environmental           Liere, 1978), the Roper Survey
                                                          (1991), and the ECI.
                Protection Agency, the U.S.                                                        There was no statistical difference
                Department of the Interior's              Dr. Miles concluded that the ECI         in the mean scores between
                Bureau of Land Management, the            was the best index because it            residents and visitors (61.3 for the
                U.S. Army Corps of Engineers, the         measured three basic components          residents and 61.7 for the visitors)
                U.S. Department of Agriculture's          of attitude: beliefs, evaluations        (Leeworthy and Wiley, 1996). Of
                Economic Research Service, and                                                     residents of the Florida Keys/Key
                the Sportin  .g Goods Manufacturing       and intentions. The other scales         West, 37.6 percent had scores
                Association   oined in a cooperative      measure only one or two of these         over 65, meaning they placed a
                                                          components and thus can be more
                effort to conduct the National            easily misinterpreted. Based on          very high priority on protection of
                Survey on Recreation and the              Dr. Miles's evaluation and the           the environment, and an additional
                Environment (NSRE). The NSRE              ECI's past record in predicting          53.9 percent scored between 49
                partners hired Dr. Morgan Miles,          people's actual behavior, we             and 64, meaning they were
                Assodiate Professor of Marketing          decided to include it in the resident    concerned about protection of the
                at Georgia Southern University, to        survey. The ECI's use in the             environment (see Figure 4.3).
                evaluate several competing                context of predicting recreation         Overall then, 91.5 percent of
                indexes that might be used for            behavior or in segmenting markets        residents of the Florida Keys/Key
                measuring people's environmental          has not to our knowledge been            West are concerned to very
                                                                                                       inimum
                                                                                       1.8         7a
                                                                                                        ximum
                                                                                           5.9       Mean
                                                                                                     Median
                                                                                    0 @8             Mode




                concerns. Dr. Miles was asked to          tested. Therefore, we consider           concerned about protecting the
                evaluate the New Environmental                                                     environment.


                                                                                                                                      29









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                Silver Spring, MD: National Oceanic and Atmospheric Administration, Strategic Environmental
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             30







               Leeworthy, Vernon R. 1996. "Technical Appendix: Sampling Methodologies and Estimating
                  Methods Applied to the Florida Keys/ Key West Visitor Surveys." Silver Spring, MD: National
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               Leeworthy, Vernon R. and Wiley Peter C. 1996a. "Visitor Profiles: Florida Keys/Key West." Silver Spring,
                   MD: National Oceanic and Atmospheric Administration, Strategic Environmental Assessments Division.

               Leeworthy, Vernon R. and Wiley Peter C. 1996b. "Importance and Satisfaction Ratings by Recreating
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                   tration, Strategic Environmental Assessments Division.

               Leeworthy, Vernon R. and Wiley, Peter C. 1996c. "Economic Contribution of Recreating Visitors to the
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                   Environmental Assessments Division.


               Leeworthy, Vernon R. and Peter C. Wiley. 1995. "A Socioeconomic Profile of Recreationists at Cumberland
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               Leeworthy, Vernon R. and Peter C. Wiley. 1994. "A Socioeconomic Profile of Recreationists at Sonoma
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               Miles, Morgan P. 1992. "Analysis of Environmental Attitude Scales." Statesboro, GA: Georgia
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                  Findings and Recommendations. East Lansing, MI: Michigan State University.

               Richardson, Sarah L. 1987. "An Importance-Performance Approach to Evaluating Communication Effective-
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               Schwartz, Joe and Miller, Thomas. 1991. 'The Earth's Best Friends" American Demographics
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                   Synthesis", ALDINE Publishing Company, Chicago, Illinois.

               Wallace Roberts & Todd, Barton Ashman & Associates, Inc., Haben Culpepper, Dunbar & French,
                  P.A., Henigar & Ray, Keith and Schnars, PA., and Price Waterhouse. 1991. " Monroe County
                  Year 2010 Comprehensive Plan, Working Paper 2: Inventory and Analysis, Proposed Levels
                  of Service, Measures of Carrying Capacity." Prepared for Monroe County Board of County
                  Commissioners, November 1991.

               Walsh, R.G. et al. 1987. Wildlife and fish use assessment: long-run forecasts of participation in fishing,
                  hunting, and non-consumptive wildlife recreation. Colorado State University, Technical Report 50.

               Westat, Inc. 1989. "Investigation of Possible Recall/Reference Period Bias in National Surveys of Fishing,
                   Hunting and Wildlife-Associated Recreation". Under contract (no. 14-16-009-87-008) to the U.S.
                   Department of the Interior, Fish and Wildlife Service, Washington, DC.

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                  Measure," Environment and Behavior 10 (1): 3-15.


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          32

















                                  Appendix Tables























                                             33










                  Table A.2.1 Activity Participation in 41 Aggregate Activities for All Keys


                                                                                                           Number
                                                                                                             of                 Participation
                  Activity'                                                                             Participants                Rate2

                  Diving
                  Snorkeling from a Boat                                                                   32,866                   41.40
                  Snorkeling from Shore                                                                    15,207                   19.16
                  All Snorkeling                                                                           35,963                   45.30
                  Scuba Diving from a Boat                                                                 12,895                   16.24
                  Scuba Diving from Shore                                                                   1,913                    2.41
                  All Scuba Diving                                                                         13,219                   16.65
                  All Snorkeling and Scuba Diving                                                          36,859                   46.43

                  Fishing
                  Offshore Fishing                                                                         27,616                   34.79
                  Flats/Backcountry Fishing                                                                12,874                   16.22
                  Other Fishing from a Boat                                                                10,538                   13.28
                  All Boat Fishing                                                                         31,151                   39.24
                  Fishing from Shore                                                                       15,578                   19.63
                  All Types of Fishing                                                                     37,835                   47.66

                  Viewing Wildlife     - Nature Study
                  Viewing Wildlife/Nature Study-Boat                                                       23,195                   29.22
                  Viewing Wildlife/Nature Study-Land                                                       13,836                   17.43
                  All Viewing Wildlife-Nature Study                                                        28,577                   36.00

                  Boating
                  Personal Watercraft Use (Rental Only)3                                                    3,520                    4.43
                  All Sailing (Excludes Charter)4                                                           6,555                    8.26
                  Other Boating Activities                                                                 18,581                   23.41

                  All Beach Activities (including swimming)                                                30,369                   38.26
                  All Camping                                                                               5,231                    6.59
                  Visiting Museums or Historic Areas                                                       22,753                   28.66
                  Sightseeing & Attractions(Paid & Unpaid)                                                 17,305                   21.80
                  Cultural Events (Fai rs,Concerts, Plays)                                                 25,519                   32.15
                  Outdoor Sports and Games                                                                 13,486                   16.99

                  Special Aggregates
                  Any Activities Involving Boits                                                           47,073                   59.30
                  All Activities Involving Swimming                                                        48,875                   61.57
                  Any Water-based Activities                                                               55,338                   69.71
                  Any Land-based Activities                                                                70,324                   88.59
                  Only Water-based Activities                                                               7,104                    8.95
                  Only Land-based Activities                                                                2,986                    3.76

                  Types of Fishing Boat
                  Any Charter Boat Fishing                                                                  3,948                    4.97
                  Any Party Boat Fishing                                                                    3,832                    4.83
                  Any Private Boat Fishing                                                                 28,949                   36.47
                  Any Rental Boat Fishing                                                                      741                   0.93

                  Types of Diving Boat
                  Any Charter Boat Diving-Snork & Scuba                                                     6,361                    8.01
                  Any Private Boat Diving-Snork & Scuba                                                    30,567                   38.51
                  Any Rental Boat Diving-Snork & Scuba                                                      1,682                    2.12

                  Type of Boat Use
                  Any Use of Charter/Party Boats                                                           17,708                   22.31
                  Any Use of Private Boats                                                                 43,274                   54.52
                  Any Use of Rental Boats                                                                   6,322                    7.96

                  1. These Activities are summaries from a list of 66 activities used in the survey. See Tables A.2.4, A.2.5, and A.2.6
                  2. Percent of residents of all ages that did activity. Double-counting has been eliminated from aggregated activities.
                     For example, the estimate for All Snorkeling is not equal to the addition of snorkeling from a boat and
                     snorkeling from shore since a resident may have participated in both activities. The estimate for all
                     snorkeling eliminates this kind of double-counting.
                  3,4. FSU - Survey Research Center re-typed activity list and left-off Personal Watercraft Use-Private Boat and
                        Sailing Charter Boat. Therefore these Activities were not measured.


                 34









                      Table A.2.2 Activity Participation in 41 Aggregate Activities for Upper and Middle Keys

                                                                                                  Upper Keys                        Middle Keys
                                                                                             Number                            Number
                                                                                               of      Participation             of       Participation
                      Activity'                                                           Participants      Rate  2         Participants        Rate2

                      Diving
                      Snorkeling from a Boat                                                 12,432         15.66                9,044          11.39
                      Snorkeling from Shore                                                    4,210         5.30                4,727          5.95
                      All Snorkeling                                                         13,343         16.81                11,391         14.35
                      Scuba Diving from a Boat                                                 5,235         6.60                4,967          6.26
                      Scuba Diving from Shore                                                    228         0.29                1,074          1.35
                      All Scuba Diving                                                         5,276         6.65                4,967          6.26
                      All Snorkeling and Scuba Diving                                        14,301         18.02                11,871         14.95

                      Fishing
                      Offshore Fishing                                                         9,819        12.37                9,202          11.59
                      Flats/Backcountry Fishing                                                4,969         6.26                3,916          4.93
                      Oiher Fishing from a Boat                                                2,973         3.74                3,816          4.81
                      All Boat Fishing                                                       11,390         14.35                10,697         13.48
                      Fishing from Shore                                                       5,743         7.24                3,971          5.00
                      All Types of Fishing                                                   14,340         18.07                12,964         16.33

                      Viewing Wildlife        Nature Study
                      Viewing Wildlife/Nature Study-Boat                                       8,881        11.19                6,153          7.75
                      Viewing Wildlife/Nature Study-Land                                       5,351         6.74                3,978          5.01
                      All Viewing Wildlife-Nature Study                                      11,325         14.27                8,793          11.08

                      Boating
                      Personal Watercraft Use (Rental Only)3                                   1,707         2.15                  492          0.62
                      All Sailing (Excludes Charter)4                                          2,653         3.34                1,473          1.86
                      Other Boating Activities                                                 6,521         8.22                5,036          6.34

                      All Beach Activities (Including swimming)                                9,674        12.19                12,614         15.89
                      All Camping                                                                914         1.15                1,585          2.00
                      Visiting Museums or Historic Areas                                       5,280         6.65                8,298          10.45
                      Sightseeing & Attractions(Paid & Unpaid)                                 5,438         6.85                6,471          8.15
                      Cultural Events(Fairs,Concerts, Plays)                                   7,115         8.96                8,222          10.36
                      Outdoor Sports and Games                                                 3,763         4.74                4,021          5.07

                      Special Aggregates
                      Any Activities Involving Boats                                         19,830         24.98                15,030         18.94
                      All Activities Involving Swimming                                      18,703         23.56                17,640         22.22
                      Any Water-based Activities                                             22,099         27.84                21,917         27.61
                      Any Land-based Activities                                              19,239         24.24                25,486         32.11
                      Only Water-based Activities                                              4,458         5.62                2,760          3.48
                      Only Land-based Activities                                               3,674         4.63                7,943          10.01

                      Types of Fishing Boat
                      Any Charter Boat Fishing                                                 1,958         2.47                  990          1.25
                      Any Party Boat Fishing                                                   1,571         1.98                1,023          1.29
                      Any Private Boat Fishing                                               10,729         13.52                9,965          12.55
                      Any Rental Boat Fishing                                                    300         0.38                  169          0.21

                      Types of Diving Boat
                      Any Charter Boat Diving-Snork & Scuba                                    2,207         2.78                1,337          1.68
                      Any Private Boat Diving-Snork & Scuba                                  12,205         15.38                8,621          10.86
                      Any Rental Boat Diving-Snork & Scuba                                       843         1.06                  531          0.67

                      Type of Boat Use
                      Any Use of Charter/Party Boats                                           7,062         8.90                4,862          6.12
                      Any Use of Private Boats                                               18,346         23.11                12,944         16.31
                      Any Use of Rental Boats                                                  3,003         3.78                1,299          1.64

                      1. These Activities are summaries from a list of 66 activities used in the survey.    See Tables A.2.4, A.2.5, and A.2.6
                      2. Percent of residents of all ages that did activity. Double-counting has been eliminated from aggregated activities.
                         For example, the estimate for All Snorkeling is not equal to the addition of snorkeling from a boat and
                         snorkeling from shore since a resident may have participated in both activities. The estimate for all
                         snorkeling eliminates this kind of double-counting.
                      3A. FSLI - Survey Research Center re-typed activity list and left-off Personal Watercraft Use-Private Boat and
                           Sailing Charter Boat. Therefore these Activities were not measured.


                                                                                                                                                                      35









                   Table A.2.3 Activity Participation in 41 Aggregate Activities for Lower Keys and Key West

                                                                                                Lower Keys                          Key West
                                                                                             Number                         Number
                                                                                             of      Participation            of        Participation
                   Activity'                                                            Participants     Rate2           Participants       Rate'

                   Diving
                   Snorkeling from a Boat                                                    10,236      12.90                9,275         11.68
                   Snorkeling from Shore                                                     5,142        6.48                5,040           6.35
                   All Snorkeling                                                            11,754      14.81              10,397          13.10
                   Scuba Diving from a Boat                                                  4,614        5.81                3,260           4.11
                   Scuba Diving from Shore                                                     705        0.89                  694           0.87
                   All Scuba Diving                                                          4,727        5.96                3,430           4.32
                   All Snorkeling and Scuba Diving                                           13,313      16.77              11,134          14.03

                   'Fishing
                   Off shore Fishing                                                         6,834        8.61                8,053         10.15
                   Flats/Backcountry Fishing                                                 3,990        5.03                2,726           3.43
                   Other Fishing from a Boat                                                 2,179        2.74                4,293           5.41
                   All Boat Fishing                                                          8,596       10.83              10,132          12.76
                   Fishing from Shore                                                        4,253        5.36                5,465           6.89
                   All Types of Fishing                                                      10,692      13.47              12,612          15.89

                   Viewing Wildlife     - Nature Study
                   Viewing Wildlife/Nature Study-Boat                                        7,981       10.06                7,092           8.93
                   Viewing Wildlife/Nature Study-Land                                        5,989        7.54                4,953           6.24
                   All Viewing Wildlife-Nature Study                                         11,391      14.35                9,329         11.75

                   Boating
                   Personal Watercraft Use (Rental Only)'                                      298        0.38                1,251           1.58
                   All Sailing (Excludes Charter)4                                           1,659        2.09                2,519           3.17
                   Other Boating Activities                                                  4,352        5.48                6,409           8.07

                   All Beach Activities (Including swimming)                                 8,871       11.18              11,916          15.01
                   At Camping                                                                2,988        3.76                  395           0.50
                   Visiting Museums or Historic Areas                                        6,844        8.62              16,920          21.32
                   Sightseeing & Attractions(Paid & Unpaid)                                  6,006        7.57              13,281          16.73
                   Cultural Events(Fairs,Concerts, Plays)                                    6,347        8.00              16,146          20.34
                   Outdoor Sports and Games                                                  3,304        4.16                6,468           8.15

                   Special Aggregates
                   Any Activities Involving Boats                                            17,796      22.42              19,466          24.52
                   All Activities Involving Swimming                                         16,717      21.06              18,076          22.77
                   Any Water-based Activities                                                22,158      27.91              24,718          31.14
                   Any Land-based Activities                                                 25,173      31.71              31,781          40.04
                   Only Water-based Activities                                               5,058        6.37                2,869           3.61
                   Only Land-based Activities                                                7,129        8.98              10,091          12.71

                   Types of Fishing Boat
                   Any Charter Boat Fishing                                                    787        0.99                1,013           1.28
                   Any Party Boat Fishing                                                      411        0.52                1,472           1.85
                   Any Private Boat Fishing                                                  7,954       10.02                8,830         11.12
                   Any Rental Boat Fishing                                                      80        0.10                  308           0.39

                   Types of Diving Boat
                   Any Charter Boat Diving-Snork & Scuba                                     2,070        2.61                2,476           3.12
                   Any Private Boat Diving-Snork & Scuba                                     9,970       12.56                8,431         10.62
                   Any Rental Boat Diving-Snork & Scuba                                        894        1.13                  421           0.53

                   Type of Boat Use
                   Any, Use of Charter/Party Boats                                           5,032        6.34                6,472           8.15
                   Any Use of Private Boats                                                  14,801      18.65              16,050          20.22
                   Any Use of Rental Boats                                                   1,287        1.62                2,211           2.79

                   1. These Activities are summaries from a list of 66 activities used in the survey.    See Tables A.2.4, A.2.5, and A.2.6
                   2. Percent of residents of all ages that did activity. Double-counting has been eliminated from aggregated activities.
                      For example, the estimate for AJI Snorkeling is not equal to the addition of snorkeling f rom a boat and
                      snorkeling from shore since a resident may have participated in both activities. The estimate for all
                      snorkeling eliminates this kind of double-counting.
                   3,4. FSU - Survey Research Center re-typed activity list and left-off Personal Watercraft Use-Private Boat and
                         Sailing Charter Boat. Therefore these Activities were not measured.



                   36









                      Table A.2.4 Activity Participation in Detailed List of 66 Activities for All Keys


                                                                                                                Number
                        Activity                                                                                   of         Participation
                        Number      Activity Description                                                     Participants'         Rate

                      N100A         Snorkeling Charter/Party Boat                                                 4,774            6.01
                      N101A         Snorkeling Rental Boat                                                        1,399            1.76
                      N102A         Snorkeling Private Boat                                                     29,848             37.60
                      N200A         Scuba Charter/Party Boat                                                      2,296            2.89
                      N201A         Scuba Rental Boat                                                               328            0.41
                      N202A         Scuba Private Boat                                                          11,452             14.43
                      N300          Diving Lobsters from Boat                                                   13,525             17.04
                      N301          Underwater Photography                                                        3,572            4.50
                      N302          Wreck Diving                                                                  2,694            3.39
                      N303          Spear Fishing from Boat                                                       4,496            5.66
                      N400A         Fishing Offshore Charter Boat                                                 3,018            3.80
                      N401 A        Fishing Offshore Party Boat                                                   3,483            4.39
                      N402A         Fishing Offshore Rental Boat                                                    672            0.85
                      N403A         Fishing Offshore Private Boat                                               24,825             31.27
                      N404A         Fishing Flats/Backcountry Guided                                              1,115            1.40
                      N405A         Fishing Flats/Backcountry Rental Boat                                           128            0.16
                      N406A         Fishing Flats/Backcountry Private Boat                                      11,877             14.96
                      N407A         Other Fishing Charter Boat                                                      639            0.81
                      N408A         Other Fishing Party Boat                                                        442            0.56
                      N409A         Other Fishing Rental Boat                                                       287            0.36
                      N41 OA        Other Fishing Private Boat                                                    9,709            12.23
                      N500A         Glass Bottom Boat Rides                                                       3,282            4.13
                      N501A         Backcountry Boating Excursions-Not Fish                                       1,668            2.10
                      N502A         View Nature/Wildlife Priv/Rental Boat                                       20,354             25.64
                      N600A         Personal Watercraft Rental                                                    3,520            4.43
                      N701 A        Sailing Rental Boat                                                             543            0.68
                      N702A         Sailing Private Boat                                                          6,095            7.68
                      N800A         Other Boating Charter/Party                                                   5,419            6.83
                      N801A         Other Boating Rental Boat                                                       766            0.97
                      N802A         Other Boating Private Boat                                                  14,490             18.25
                      N10A          Snorkeling From Shore                                                       15,207             19.16
                      N11A          Scuba Diving From Shore                                                       1,913            2.41
                      N12           Diving For Lobsters From Shore                                                6,500            8.19
                      N13           Underwater Photography From Shore                                               470            0.59
                      N14A          Fishing From Shore                                                          15,578             19.63
                      N15A          Swimming at Beaches (Not in Pool)                                           25,332             31.91
                      N16A          Swimming in Outdoor Pool                                                    20,288             25.56
                      N17           Swimming with Dolphins                                                        1,146            1.44
                      N18A          Windsurfing or Sailboarding                                                     901            1.13
                      N19A          Wildlife Observ/Photography From Land                                       11,600             14.61
                      N20A          Other Nature Study From Land                                                  4,849            6.11
                      N21           Photography From Land (Not Wildlife)                                          5,162            6.5b
                      N22           Backpacking                                                                       95           0.12
                      N23           Camping in Developed Campgrounds                                              4,311            5.43
                      N24           Camping in Primitive Campgrounds                                              1,481            1.87
                      N25           Day Hiking                                                                    2,590            3.26
                      N26           Attending Ranger Guided Walk                                                  1,920            2.42
                      N27           Self-Guided Nature or Historic Trails                                         6,109            7.70
                      N28           Picknicking                                                                   8,902            11.21
                      N29A          Visiting Historic Areas, Sites, Bldgs                                       17,018             21.44
                      N30           Attending Special Events (Fairs,etc)                                        22,867             28.81
                      N31           Attending Outdoor Concerts, Plays, etc                                        7,387            9.31
                      N32           Attending Indoor Concerts, Plays, etc                                         6,595            8.31
                      N33           Sightseeing Tours, Attractions (Paid)                                         6,233            7.85
                      N34           Sightseeing (Not Paid for Tours)                                            10,224             12.88
                      N35           Reading Roadside Exhibits or Markers                                          3,094            3.90
                      N36A          Visiting Museum, Educ Fac, Info Center                                      13,399             16.88
                      N37           Attending Outdoor Sporting Events                                             8,905            11.22
                      N38           Golf                                                                          3,482            4.39
                      N39           Tennis Outdoors                                                               3,379            4.26
                      N40           Other Outdoor Sports or Games                                                 8,946            11.27
                      N41           Bicycling                                                                   18,938             23.86
                      N42           Horseback Riding                                                                180            0.23
                      N43           Driving for Pleasure (Mopeds, Motorcycle).                                  11,054             13.93
                      N44A          All Beach Activities (Not Swimming)                                         15,103             19.03
                      N45           Sunbathing (Not at Beach)                                                   11,483             14.47


                      1. Number of Parficiloants; is equal to the total number of residents in the Keys living in Households (79,380) firms the percent of residents
                       that did the activity.



                                                                                                                                                                             37










                     Table A.2.5 Activity Participation in Detailed List of 66 Activities for the Upper and Middle Keys

                                                                                                        Upper Keys                                Middle Keys
                                                                                                   Number                                 Number
                       Activity                                                                      of         Participation               of          Participation
                       Number       Activity Description                                       Participants'         Rate             Participants'            Rate

                     N100A          Snorkeling Charter[Party Boat                                    1,159             1.46                    776             0.98
                     N101A          Snorkeling Rental Boat                                              616            0.78                    419             0.53
                     N102A          Snorkeling Private Boat                                        11,622            14.64                  8,557              10.78
                     N200A          Scuba Charter/Party Boat                                         1,317             1.66                    811             1.02
                     N201A          Scuba Rental Boat                                                   272            0.34                    112             0.14
                     N202A          Scuba Private Boat                                               4,392             5.53                 4,215              5.31
                     N300           Diving Lobsters from Boat                                        3,102             3.91                 4,687              5.90
                     N301           Underwater Photography                                           1,095             1.38                 1,562              1.97
                     N302           Wreck Diving                                                     1,049             1.32                 1,133              1.43
                     N303           Spear Fishing from Boat                                             753            0.95                 1,284              1.62
                     N400A          Fishing Offshore Charter Boat                                    1,580             1.99                    720             0.91
                     N401A          Fishing Offshore Party Boat                                      1,459             1.84                    965             1.22
                     N402A          Fishing Offshore Rental Boat                                        253            0.32                    169             0.21
                     N403A          Fishing Offshore Private Boat                                    8,593           10.83                  8,387              10.57
                     N404A          Fishing Flats/Backcountry Guided                                    425            0.53                    326             0.41
                     N405A          Fishing Flats/Backcountry Rental Boat                                  0           0.00                    48              0.06
                     N406A          Fishing Flats/Backcountry Private Boat                           4,595             5.79                 3,737              4.71
                     N407A          Other Fishing Charter Boat                                          47             0.06                    56              0.07
                     N408A          Other Fishing Party Boat                                            159            0.20                    105             0.13
                     N409A          Other Fishing Rental Boat                                           265            0.33                       0            0.00
                     N410A          Other Fishing Private Boat                                       2,641             3.33                 3,713              4.68
                     N500A          Glass Bdttom Boat Rides                                          1,932             2.43                    347             0.44
                     N501 A         Backcountry Boating Excursions-Not Fish                             340            0.43                    260             0.33
                     N502A          View Nature/Wildlife Priv/Rental Boat                            7,702             9.70                 5,709              7.19
                     N600A          Personal Watercraft Rental                                       1,707             2.15                    492             0.62
                     N701 A         Sailing Rental Boat                                                 138            0.17                    151             0.19
                     N702A          Sailing Private Boat                                             2,543             3.20                 1,377              1.74
                     N800A          Other Boating Charter/Party                                      1,075             1.35                 1,817              2.29
                     N801A          Other Boating Rental Boat                                           286            0.36                    188             0.24
                     N802A          Other Boating Private Boat                                       5,522             6.96                 4,139              5.21
                     N10A           Snorkeling From Shore                                            4,210             5.30                 4,727
                     N11A           Scuba Diving From Shore                                             228            0.29                 1,074              1.35
                     N12            Divi@g For Lobsters From Shore                                   1,501             1.89                 1,255              1.58
                     N13            Underwater Photography From Shore                                   113            0.14                    56              0.07
                     N14A           Fishing From Shore                                               5,743             7.24                 3,971              5.00
                     N15A           Swimming at Beaches (Not in Pool)                                7,306             9.20                11,200              14.11
                     N16A           Swimming in Outdoor Pool                                         7,726             9.73                 3,952              4.98
                     N17            Swimming with Dolphins                                              289            0.36                    142             0.18
                     N18A           Windsurfing or Sailboarding                                         313            0.39                    135             0.17
                     N19A           Wildlife Observ/Photography From Land                            4,938             6.22                 3,077              3.88
                     N20A           Other Nature Study From Land                                     1,475             1.86                 1,576              1.99
                     N21            Photography From Land (Not Wildlife)                             2,328             2.93                 2,367              2.98
                     N22            Backpacking                                                            0           0.00                       0            0.00
                     N23            Camping in Developed Campgrounds                                    640            0.81                 1,049              1.32
                     N24            Camping in Primitive Campgrounds                                    554            0.70                    536             0.68
                     N25            Day Hiking @                                                        577            0.73                    698             0.88
                     N26            Attending. Ranger Guided Walk                                       311            0.39                    863             1.09
                     N27            Self-Guided Nature or Historic Trails                            2,395             3.02                 2,439              3.07
                     N28            Picknicking                                                      2,250             2.83                 3,132              3.95
                     N29A           Visiting Historic Areas, Sites, Bldgs                            3,226             4.06                 4,930              6.21
                     N30            Attending Special Events (Fairs,etc)                             6,000             7.56                 7,474              9.42
                     N31            Attending Outdoor Concerts, Plays, etc                           2,639             3.32                 2,036              2.57
                     N32            Attending Indoor Concerts, Plays, etc                            1,859             2.34                    921             1.16
                     N33            Sightseeing Tours, Attractions (Paid)                            1,549             1.95                 1,204              1.52
                     N34            Sightseeing (Not Paid for Tours)                                 3,276             4.13                 3,981              5.01
                     N35            Reading Roadside Exhibits or Markers                             1,770             2.23                 1,618              2.04
                     N36A           Visiting Museum, Educ Fac, Info Center                           2,102             2.65                 4,760              6.00
                     N37            Attending Outdoor Sporting Events                                2,068             2.61                 2,019              2.54
                     N38            Golf                                                                522            0.66                 1,382              1.74
                     N39            Tennis Outdoors                                                     901            1.14                    927             1.17
                     N40            Other Outdoor Sports or Games                                    2,716             3.42                 2,143              2.70
                     N41            Bicycling                                                        6,296             7.93                 4,859              6.12
                     N42            Horseback Riding                                                    112            0.14                    157             0.20
                     N43            Driving for Pleasure (Mopeds,Motorcycle)                         5,364             6.76                 6,830              8.60
                     N44A           All Beach Activities (Not Swimming)                              5,027             6.33                 4,736              5.97
                     N45            Sunbathing (Not at Beach)                                        4,154             5.23                 2,704              3.41

                     1. Number oi Participants is equal to the total number of residents in the Keys living in Households (79,380) times the percent of residents
                       that did the activity.



                     38









                      Table A.2.6 Activity Participation in Detailed List of 66 Activities for the Lower Keys and Key West

                                                                                                        Lower Keys                               Key West
                                                                                                    Number                               Number
                         Activity                                                                      of        Participation               of         Participation
                         Number      Activity Description                                       Participants'         Rate            Participants'          Rate

                      N100A          Snorkeling Charter/Party Boat                                   1,565            1.97                2,150              2.71
                      N101A          Snorkeling Rental Boat                                            726            0.92                   309             0.39
                      N102A          Snorkeling Private Boat                                         8,673            10.93               7,677              9.67
                      N200A          Scuba Charter/Party Boat                                          641            0.81                   505             0.64
                      N201 A         Scuba Rental Boat                                                 168            0.21                   112             0.14
                      N202A          Scuba Private Boat                                              3,805            4.79                2,757              3.47
                      N300           Diving Lobsters from Boat                                       6,095            7.68                3,859              4.86
                      N301           Underwater Photography                                          1,900            2.39                   508             0.64
                      N302           Wreck Diving                                                      235            0.30                   900             1.13
                      N303           Spear Fishing from Boat                                         1,878            2.37                2,007              2.53
                      N400A          Fishing Offshore Charter Boat                                     739            0.93                   779             0.98
                      N401 A         Fishing Offshore Party Boat                                       393            0.50                1,293              1.63
                      N402A          Fishing Offshore Rental Boat                                       58            0.07                   308             0.39
                      N403A          Fishing Offshore Private Boat                                   6,304            7.94                6,791              8.56
                      N404A          Fishing Flats/Backcountry Guided                                   89            0.11                   276             0.35
                      N405A          Fishing Flats/Backcountry Rental Boat                              23            0.03                    58             0.07
                      N406A          Fishing Flats/Backcountry Private Boat                          3,879            4.89                2,392              3.01
                      N407A          Other Fishing Charter Boat                                         56            0.07                   481             0.61
                      N408A          Other Fishing Party Boat                                           65            0.08                   225             0.28
                      N409A          Other Fishing Rental Boat                                          23            0.03                    23             0.03
                      N410A          Other Fishing Private Boat                                      2,036            2.56                3,564              4.49
                      N500A          Glass Bottom Boat Rides                                           296            0.37                1,141              1.44
                      N501A          Backcountry Boating Excursions-Not Fish                           998            1.26                   494             0.62
                      N502A          View Nature/Wildlife Priv/Rental Boat                           6,103            7.69                6,066              7.64
                      N600A          Personal Watercraft Rental                                        298            0.38                1,251              1.58
                      N701A          Sailing Rental Boat                                               126            0.16                   197             0.25,
                      N702A          Sailing Private Boat                                            1,533            1.93                2,322              2.93
                      N800A          Other Boating Charter/Party                                     1,359            1.71                2,323              2.93
                      N801 A         Other Boating Rental Boat                                         112            0.14                   181             0.23
                      N802A          Other Boating Private Boat                                      3,127            3.94                4,107              5.17
                      N10A           Snorkeling From Shore                                           5,142            6.48                5,040              6.35
                      N11A           Scuba Diving From Shore                                           705            0.89                   694             0.87
                      N12            Diving For Lobsters From Shore                                  2,432            3.06                2,936              3.70
                      N13            Underwater Photography From Shore                                  56            0.07                   245             0.31
                      N14A           Fishing From Shore                                              4,253            5.36                5,465              6.89
                      N15A           Swimming at Beaches (Not in Pool)                               6,548            8.25                8,662              10.91
                      N16A           Swimming in Outdoor Pool                                        2,737            3.45                8,333              10.50
                      N17            Swimming with Dolphins                                            496            0.63                   242             0.30
                      N18A           Windsurfing or Sailboarding                                       422            0.53                   441             0.56
                      N19A           Wildlife Observ/Photography From Land                           4,846            6.10                4,045              5.10
                      N20A           Other Nature Study From Land                                    2,335            2.94                1,733              2.18
                      N21            Photography From Land (Not Wildlife)                            2,065            2.60                3,649              4.60
                      N22            Backpacking                                                          0           0.00                    95             0.12
                      N23            Camping in Developed Campgrounds                                2,393            3.01                   301             0.38
                      N24            Camping in Primitive Campgrounds                                  827            1.04                   170             0.21
                      N25            Day Hiking                                                      1,309            1.65                   842             1.06
                      N26            Attending Ranger Guided Walk                                      453            0.57                   449             0.57
                      N27            Self-Guided Nature or Historic Trails                           2,418            3.05                1,844              2.32
                      N28            Picknicking                                                     3,411            4.30                4,454              5.61
                      N29A           Visiting Historic Areas, Sites, Bldgs                           3,795            4.78               12,538              15.80.
                      N30            Attending Special Events (Fairs,etc)                            5,433            6.84               14,319              18.04
                      N31            Attending Outdoor Concerts, Plays, etc                          1,778            2.24                4,289              5.40
                      N32            Attending Indoor Concerts, Plays, etc                           1,031            1.30                3,768              4.75
                      N33            Sightseeing Tours, Attractions (Paid)                           1,174            1.48                5,421              6.83
                      N34            Sightseeing (Not Paid for Tours)                                3,443            4.34                8,150              10.27
                      N35            Reading Roadside Exhibits or Markers                            1,649            2.08                1,818              2.29
                      N36A           Visiting Museum, Educ Fac, Info Center                          3,630            4.57                9,868              12.43
                      N37            Attending Outdoor Sporting Events                               1,915            2.41                6,127              7.72
                      N38            Golf                                                              642            0.81                2,102              2.65
                      N39            Tennis Outdoors                                                   614            0.77                1,397              1.76
                      N40            Other Outdoor Sports or Games                                   2,415            3.04                4,316              5.44
                      N41            Bicycling                                                       5,526            6.96                7,053              8.88
                      N42            Horseback Riding                                                  135            0.17                   112             0.14
                      N43            Driving for Pleasure (Mopeds, Motorcycle)                       6,217            7.83                6,402              8.06
                      N44A           All Beach Activities (Not Swimming)                             4,010            5.05                7,369              9.28
                      N45            Sunbathing (Not at Beach)                                       4,194            5:28                4,540              5.72

                      1. Number of Participants is equal to the total number of residents in the Keys living in Households (79,380) times the percent of residents
                        that did the activity.



                                                                                                                                                                                   39










                  Table A.2.7 Within Region Participation Rates for 41 Aggregate Activities

                                                                                                         Upper          Middle         Lower            Key
                                                                                                         Keys           Keys           Keys           West
                  Activity'                                                                           (Percent)'     (Percent)'     (Percent)'      (Percent)'

                  Diving
                  Snorkeling from a Boat                                                                 46.33          27.79          30.27          24.16
                  Snorkeling from Shore                                                                  15.69          14.53          15.21          13.13
                  All Snorkeling                                                                         49.73          35.01          34.76          27.08
                  Scuba Diving from a Boat                                                               19.51          15.26          13.65            8.49
                  Scuba Diving from Shore                                                                 0.85           3.30           2.09            1.81
                  All Scuba Diving                                                                       19.66          15.26          13.98            8.93
                  All Snorkeling and Scuba Diving                                                        53.30          36.48          39.37          29.00

                  Fishing
                  Offshore Fishing                                                                       36.60          28.28          20.21          20.97
                  Flats/Backcountry Fishing                                                              18.52          12.03          11.80            7.10
                  Other Fishing from a Boat                                                              11.08          11.73           6.44          11.18
                  All Boat Fishing                                                                       42.45          32.87          25.42          26.39
                  Fishing from Shore                                                                     21.41          12.20          12.58          14.23
                  All Types of Fishing                                                                   53.45          39.84          31.62          32.85

                  Viewing Wildlife     - Nature Study
                  Viewing Wildlife/Nature Study-Boat                                                     33.10          18.91          23.60          18.47
                  Viewing Wildlife/Nature Study-Land                                                     19.94          12.23          17.71          12.90
                  All Viewing Wildlife-Nature Study                                                      42.21          27.02          33.69          24.30

                  Boating
                  Personal Watercraft Use (Rental Only)'                                                  6.36           1.51           0.88            3.26
                  All Sailing (Excludes Charter)3                                                         9.89           4.53           4.91            6.56
                  Other Boating Activities                                                               24.31          15.48          12.87          16.69

                  All Beach Activities (Including swimming)                                              36.06          38.77          26.24          31.03
                  AJI Camping                                                                             3.41           4.87           8.84            1.03
                  Visiting Museums or Historic Areas                                                     19.68          25.50          20.24          44.07
                  Sightseeing & Attractions(Paid & Unpaid)                                               20.27          19.89          17.76          34.59
                  Cultural Events(Fairs,Concerts, Plays)                                                 26.52          25.27          18.77          42.05
                  Outdoor Sports and Games                                                               14.03          12.36           9.77          16.84

                  Special Aggregates
                  Any Activities Involving Boats                                                         73.91          46.19          52.63          50.70
                  All Activities Involving Swimming                                                      69.71          54.21          49.44          47.08
                  Any Water-based Activities                                                             82.37          67.35          65.53          64.37
                  Any Land-based Activities                                                              71.71          78.32          74.45          82.77
                  Only Water-based Activities                                                            16.62           8.48          14.96            7.47
                  Only Land-based Activities                                                             13.69          24.41          21.08          26.28

                  Types of Fishing Boat
                  Any Charter Boat Fishing                                                                7.30           3.04           2.33            2.64
                  Any Party Boat Fishing                                                                  5.85           3.14           1.22            3.83
                  Any Private Boat Fishing                                                               39.99          30.62          23.52          23.00
                  Any Rental Boat Fishing                                                                 1.12           0.52           0.24            0.80

                  Types of Diving Boat
                  Any Charter Boat Diving-Snork & Scuba                                                   8.23           4.11           6.12            6.45
                  Any Private Boat Diving-Snork & Scuba                                                  45.49          26.49          29.48          21.96
                  Any Rental Boat Diving-Snork & Scuba                                                    3.14           1.63           2.64            1.10

                  Type of Boat Use
                  Any Use of Charter/Party Boats                                                         26.32          14.94          14.88          16.85
                  Any Use of Private Boats                                                               68.38          39.78          43.77          41.80
                  Any Use of Rental Boats                                                                11.19           3.99           3.81            5.76

                  1. Percent is residents who did that activity in the region as a percentage of residents who did any activity in the region.
                  2,3. FSU - Survey Research Center re-typed activity list and left-off Personal Watercraft Use-Private Boat and
                       Sailing Charter Boat. Therefore these Activities were not measured.








                40










                      Table A.2.8 Average Number of Days of Activity by Region

                                                                  Upper                  Middle                   Lower                  Key
                      Activity'                                  Keys                    Keys                     Keys                   West

                      All Snorkeling                                 27.0                34.9                     32.0                   31.4
                      Charter/Party Boat                             4.1  *              4.4                      2.3  *                 2.9
                      Rental Boat                                    2.0  *              4.3                      1.3  *                 4.8
                      Private Boat                                   14.2                15.4                     15.6                   10.1
                      Snorkeling from Boat                           20.3                24.1                     19.2                   17.8
                      Shore                                          6.7                 10.8                     12.8                   13.6


                      All Scuba Diving                               20.6                16.7                     22.0                   16.7
                      Charter/Party Boat                             4.3  *              3.0                      2.4  *                 4.5  *
                      Rental Boat                                    1.0  *              0.0                      10.0 *                 0.0
                      Private Boat                                   11.0                11.1                     7.3                    9.2
                      Scuba from Boat                                16.3                14.1                     19.7                   13.7
                      Shore                                          4.2  *              2.6                      2.3  *                 3.0  *


                      Offshore Fishing                               19.3                20.0                     21.1                   18.8
                      Charter Boat                                   2.4  *              4.2                      1.8  *                 1.8  *
                      Party Boat                                     3.3  *              2.0                      3.0  *                 2.0  *
                      Rental Boat                                    1.3  *              1.0                      2.0  *                 1.5  *
                      Private Boat                                   12.3                12.8                     14.3                   13.5


                      Flats/13'ackcountry Fishing                    17.2                11.8                     22.6                   13.5
                      Guided                                         7.7  *              1.5                      9.0  *                 1.0  *
                      Rental Boat                                    0.0                 0.0                      1.0  *                 3.0  *
                      Private Boat                                   9.5                 10.3                     12.6                   9.5  *


                      Other Fishing                                  31.1                6.0                      12.1                   16.3
                      Charter Boat                                   1.0  *              0.0                      0.0                    3.5  *
                      Party Boat                                     2.0  *              0.0                      0.0                    2.6  *
                      Rental Boat                                    7.5  *              0.0                      1.0  *                 3.0  *
                      Private Boat                                   20.6 *              6.0                      11.1 *                 7.2  *


                      Fishing from Shore                             9.8                 12.4 *                   11.6                   5.6

                      All Fishing                                    77.4                50.2                     67.4                   54.2

                      Personal Watercraft        Rental              2.8  *              2.6  -                   2.5  *                 2.3  *


                      Sailing                                        10.9                16.7                     16.8                   12.7
                      Rental Boat                                    1.0  *              1.0  .                   3.0  *                 4.8  *
                      Private Boat                                   9.9                 15,7 *                   13.8 *                 7.9


                      Other Boating                                  18.0                13.6                     19.4                   17.1
                      Charter/Party Boat                             1.3  *              2.1                      2.3                    2.2
                      Rental Boat                                    3.0  *              3.0                      1.0                    3.0  *
                      Private Boat                                   13.7                8.5                      16.1                   11.9


                      Viewing Nature & Wildlife                      15.6                16.1                     19.4                   11.7
                      Glass-bottom Boat                              1.3  *              1.0                      1.0                    1.3  *
                      Guided Backcountry Excursion                   1.5  *              7.0                      2.2                    2.0  *
                      Private/Rental Boat                            12.8                8.1                      16.2                   8.4


                      Wildlife & Nature Study - Land                 16.2                18.8                     18.8                   19.0
                      Wildlife observation/photography               10.9                8.8                      8.2                    9.5
                      Other Nature Study                             5.3  *              10.0                     10.6                   9.5  *

                      All Viewing Wildlife & Nature                  31.7                34.9                     38.2                   30.7

                      All Beach Activities                           29.3                17.6                     15.2                   29.8
                      Swimming at Beaches                            12.8                11.0                     9.5                    13.7
                      Other Beach Activities                         16.5                6.6                      5.7                    16.1


                      Windsurfing or Sailboarding                    9.3                 4.0                      4.0  *                 2.5
                      Swimming In Outdoor Pools                      29.3                18.9                     11.5 *                 28.0

                      Museums & Historic Sites                       5.9                 5.9                      7.6                    9.5
                      Museums                                        2.5                 2.0                      2.4                    4.7
                      Historic Areas                                 3.4                 3.9                      5.2                    4.8

                      Averages are for those that did the activity. Table A.2.1 0 report the total numbers of days of activity
                      in each region for each season.

                        Sample size not large enough (less than 25 observations) to consider estimate reliable.


                                                                                                                                                                        41









                   Table A.2.9 Total Annual Number of Days of Activity by Region (Thousands of Days)

                                                                           Upper                Middle                Lower                 Key                 All
                   Activityl                                               Keys                 Keys                  Keys                  West                Keys

                   All Snorkeling                                          199.2                187.9                 205.7                 153.8               746.5
                   Charter/Party Boat                                      4.8                  3.4  *                3.6  *                6.2                 18.0
                   Rental Boat                                             1.2                  1.8  *                0.9  *                1.5                 5.5
                   Private Boat                                            165.0                131.8                 135.3                 77.5                509.6
                   Snorkeling from Boat                                    171.0                137.0                 139.8                 85.3                533.1
                   Shore                                                   28.2                 50.9                  65.8                  68.5                213.4


                   All Scuba Diving                                        55.2                 52.0                  32.6                  29.7                169.6
                   Charter/Party Boat                                      5.7                  2.4                   1.5  *                2.3                 11.9
                   Rental Boat                                             0.3                  0.0                   1.7  *                0.0                 2.0
                   Private Boat                                            48.3                 46.8                  27.8                  25.4                148.2
                   Scuba from Boat                                         54.2                 49.2                  31.0                  27.6                162.1
                   Shore                                                   1.0                  2.8                   1.6  *                2.1                 7.5


                   Offshore Fishing                                        114.5                112.5                 92.9                  96.1                416.1
                   Charter Boat                                            3.8                  3.0                   1.3  *                1.4                 9.5
                   Party Boat                                              4.8                  1.9                   1.2  *                2.6                 10.5
                   Rental Boat                                             0.3                  0.2                   0.1  *                0.5                 1.1
                   Private Boat                                            105.6                107.4                 90.3                  91.7                395.0


                   Flats/Backcountry Fishing                               47.0                 39.0                  49.7                  23.2                158.8
                   Guided                                                  3.3                  0.5                   0.8  *                0.3                 4.8
                   Rental Boat                                             0.0                  0.0                   0.0  *                0.2                 0.2
                   Private Boat                                            43.7                 38.5                  48.9                  22.7                153.8


                   Other Fishing                                           56.8                 22.3                  22.6                  28.0                129.7
                   Charter Boat                                            0.0  *               0.0                   0.0                   1.7  *              1.7
                   Party Boat                                              0.3  *               0.0                   0.0                   0.6  *              0.9
                   Rental Boat                                             2.0  *               0.0                   0.0                   0.1  *              2.1
                   Private Boat                                            54.4 *               22.3                  22.6                  25.7 *              124.9

                   Fishing from Shore                                      56.1                 49.2 *                49.3                  30.6                185.2

                   All Fishing                                             274.3                223.0                 214.6                 177.9               889.8

                   Personal Watercraft        Rental                       4.8  *               1.3  *                0.7                   2.9  *              9.7


                   Sailing                                                 25.3                 21.8                  21.5                  19.3                87.9
                   Rental Boat                                             0.1  *               0.2  *                0.4                   0.9  *              1.6
                   Private Boat                                            25.2                 21.6 *                21.2                  18.3                86.3


                   Other Boating                                           77.9                 39.6                  53.6                  54.5                225.6
                   Charter/Party Boat                                      1.4  *               3.8  *                3.1                   5.1                 13.4
                   Rental Boat                                             0.9  *               0.6  *                0.1                   0.6  *              2.1
                   Private Boat                                            75.7                 35.2                  50.3                  48.9                210.1


                   Viewing Nature & Wildlife - Boat                        101.5                48.4                  101.4                 53.4                304.7
                   Glass-bottom Boat                                       2.4  *               0.3  *                0.3                   1.5  *              4.5
                   Guided Backcountry Excursion                            0.5  *               1.8  *                2.2                   1.0                 5.5
                   Private/Rental Boat                                     98.6                 46.2                  98.9                  51.0                294.7


                   Wildlife & Nature Study -       Land                    61.6                 42.8                  64.5                  54.9                223.8
                   Wildlife observation/photography                        53.8                 27.1                  39.7                  38.4                159.1
                   Other Nature Study                                      7.7                  15.8                  24.8                  16.5                64.7

                   All Viewing Wildlife & Nature                           163.1                91.2                  165.8                 108.3               528.5

                   All Beach Activities                                    176.5                154.5                 85.1                  237.3               653.3
                   Swimming at Beaches                                     93.5                 123.2                 62.2                  118.7               397.6
                   Other Beach Activities                                  82.9                 31.3                  22.9                  118.6               255.7

                   Windsurfing or Sailboarding                             2.9                  0.5                   1.7                   1.1                 6.3
                   Swimming in Outdoor Pools                               226.1                74.7                  31.5                  233.3               565.6

                   Museums & Historic Sites                                16.3                 28.7                  28.4                  106.6               180.0
                   Museums                                                 5.3                  9.5                   8.7                   46.4                69.9
                   Historic Areas                                          11.0                 19.2                  19.7                  60.2                110.1

                     Sample size not large enough (less than 25 observations) to consider estimate reliable.




                 42











                          Table A.3.1. Relative Average Expenditures Per Person Per Day - Entire Sample and Export Sector

                                                                                                                                                    Export                     Entire
                          Category                                                                                                                  Sector                    Sample

                          Lodging                                                                                                                      4.31                         4.59

                          Publicly Owned
                          Hotel/motel/bed & breakfast/cabin, etc.                                                                                      2.67                         1.91
                          Camping site (RVItent/camper)                                                                                                0.30                         0.34
                          Privately Owned
                          Hotel/molellbed & breakfast/cabin, etc.                                                                                      1.24                         1.72
                          Rental home, cottage, cabin, condo                                                                                           0.00                         0.58
                          Camping site (RV/tent/camper)                                                                                                0.10                         0.04

                          Food and Beverages                                                                                                        24.10                        27.17

                          Food & drinks consumed at restuarants & bars                                                                                 12.71                        14.56
                          Beverages purchased at a store for carry-out                                                                                 4.61                         5.52
                          Food purchased at a store for carry-out                                                                                      6.78                         7.09

                          Transportation                                                                                                               4.46                         7.31

                          Rental automobile, motor home, trailer, motor-
                          cycle or other recreation vehicle                                                                                            1.25                         1.11
                          Gas & Oil - auto or RV                                                                                                       2.23                         3.80
                          Repair & Service - auto or RV                                                                                                0.64                         1.68
                          Parking fees & tolls                                                                                                         0.20                         0.63
                          Taxi fare                                                                                                                    0.14                         0.06
                          Bus Fare
                          a) Package tour                                                                                                              0.00                         0.02
                          b) Any other bus fare                                                                                                        0.00                         0.02

                          Boating                                                                                                                   16.30                        20.16

                          Boat, jet aid, and wave runner rental                                                                                        1.12                         2.07
                          Boat fuel and oil                                                                                                            14.15                        15.57
                          Boat repairs                                                                                                                 0.48                         1.41
                          Boat launch fees                                                                                                             0.10                         0.23
                          Boat slip or marina fees     (this trip only)                                                                                0.16                         0.41
                          Sailing charters or sunset cruises                                                                                           0.29                         0.47

                          Fishing                                                                                                                      6.86                         9.50

                          Cut bait                                                                                                                     3.11                         2.26
                          Live bait                                                                                                                    1.20                         1.52
                          Daily or special fishing permits                                                                                             0.89                         1.37
                          Fishing lines, fly lines, fish nets, traps                                                                                   0.44                         0.90
                          Charter/party boat/guide service                                                                                             3.22                         3.53

                          Scuba Diving/Snorkeling                                                                                                      0.12                         1.53

                          Rental fee for equipment                                                                                                     0.09                         0.56
                          Charter/party boat/guide service                                                                                             0.03                         0.97

                          Sightseeing                                                                                                                  2.77                         3.54

                          Sightseeing tours                                                                                                            0.23                         0.39
                          Glass-bottom boat rides                                                                                                      0.29                         0.44
                          Backcountry excursions, kayak tours                                                                                          0.24                         0.41
                          Park entrance fees                                                                                                           0.00                         0.00
                          Admission to tourist, amusement, festivals
                          and other commercial attractions                                                                                             2.01                         2.30

                          Other Activity Expenditures                                                                                                  2.59                         2.97

                          Rental fee for recreation equipment (bicycles,
                          go" carts or others not listed above)                                                                                        0.37                         0.47
                          Guide service, tour, or outfitters (not listed
                          above,like parasailing)                                                                                                      0.42                         0.43
                          Admission to motion pictures, theaters,
                          museums, etc.                                                                                                                1.80                         2.07

                          Miscellaneous Expenditures                                                                                                   8.43                      18.31

                          Film purchases                                                                                                               2.42                         3.86
                          Film development                                                                                                             2.67                         5.47
                          Foolware                                                                                                                     1.07                         3.84
                          Clothing                                                                                                                     0.53                         1.80
                          Souvenirs and gifts (not clothing)                                                                                           1.74                         3.34

                          Services                                                                                                                     1.57                         3.62

                          Barber, laundry, and other personal services                                                                                 1.37                         3.36
                          Telephone,fax, and other business services                                                                                   0.20                         0.22
                          Other Services      '                                                                                                        0.00                         0.04

                          Total Previous 12 months                                                                                                  73.51                        9 8. 78__


                                                                                                                                                                                                               43










                      Table A.3.2. Relative Total Expenditures Per Person Per Day - Entire Sample and Export Sector,

                                                                                                                                                Export                         Entire
                      Category                                                                                                                  Sector                         Sample

                      Lodging                                                                                                                   5,529.84                    18,648.25

                      Publicly Owned
                      Hotel/motel/bed & breakfast/cabin, etc.                                                                                   3,425.68                       7,759.95
                      Camping site (RV/Ient/camper)                                                                                               384.91                       1,381.35
                      Privately Owned
                      Hotel/moteVbed & breakfast/cabin, etc.                                                                                    1,590.95                       6,988.02
                      Rental home, cottage, cabin, condo                                                                                             0.00                      2,356.42
                      Camping site (RV/tent/camper)                                                                                               128.30                           162.51

                      Food and Beverages                                                                                                    30,920.91                     110,386.28

                      Food & drinks consumed at restuarants & bars                                                                              16,307.25                      59,154.37
                      Beverages purchased at a store for carry-out                                                                              5,914.75                       22,426.66
                      Food purchased at a store for carry-out                                                                                   8,698.91                       28,805.25

                      Transportation                                                                                                            5,722.29                    29,699.07

                      Rental automobile, motor home, trailer, motor-
                      cycle or other recreation vehicle                                                                                         1,603.78                       4,509.71
                      Gas & Oil - auto or RV                                                                                                    2,861.15                       15,438.64
                      Repair & Service - auto or RV                                                                                               821.14                       6,825.50
                      Parking fees & tolls                                                                                                        256.61                       2,559.56
                      Taxi fare                                                                                                                   179.62                           203.14
                      Bus Fare
                      a) Package tour                                                                                                                0.00                          81.26
                      b) Any other bus fare                                                                                                          0.00                          81.26

                      Boating                                                                                                               20,913.31                       61,906.05

                      Boat, jet ski, and wave runner rental                                                                                     1,436.99                       8,410.00
                      Boat fuel and oil                                                                                                         18,154.81                      63,257.80
                      Boat repairs                                                                                                                615.85                       5,728.55
                      Boat launch fees                                                                                                            128.30                           934.44
                      Boat slip or marina fees (this trip only)                                                                                   205.28                       1,665.75
                      Sailing charters or sunset cruises                                                                                          372.08                       1,909.52

                      Fishing                                                                                                               11,367.61                       38,921.62

                      Cut bait                                                                                                                  3,990.21                       9,181.93
                      Live bait                                                                                                                 1,539.63                       6,175.46
                      Daily or special fishing permits                                                                                          1,141.89                       5,566.04
                      Fishing lines, fly lines, fish nets, traps                                                                                  564.53                       3,656.52
                      Charter/party boat/guide service                                                                                          4,131.34                       14,341.68

                      Scuba Diving/Snorkeling                                                                                                   153.96                         6,216.08

                      Rental fee for equipment                                                                                                    115.47                       2,275.17
                      Charter/party boat/guide service                                                                                              38.49                      3,940.92

                      Sightseeing                                                                                                               3,553.98                    14,382.31

                      Sightseeing tours                                                                                                           295.10                       1,584.49
                      Glass-boftom boat rides                                                                                                     372.08                       1,787.63
                      Backcountry excursions, kayak tours                                                                                         307.93                       1,665.75
                      Park entrance fees                                                                                                             0.00                            0.00
                      Admission to tourist, amusement, festivals
                      and other commercial attractions                                                                                          2,578.88                       9,344.44

                      Other Activity Expenditures                                                                                               3,323.04                    12,066.52

                      Rental fee for recreation equipment (bicycles,
                      golf carts or others not listed above)                                                                                      474.72                       1,909.52
                      Guide service, tour, or outfitters (not listed
                      above,like parasailing)                                                                                                     538.87                       1,747.00
                      Admission to motion pictures, theaters,
                      museums, etc.                                                                                                             2,309.45                       8,410.00

                      Miscellaneous Expenditures                                                                                            10,815.90                       74,389.67

                      Film purchases                                                                                                            3,104.92                       15,682.41
                      Film development                                                                                                          3,425.68                       22,223.52
                      Footware                                                                                                                  1,372.84                       15,601.15
                      Clothing                                                                                                                    680.00                       7,313.04
                      Souvenirs and gifts (not clothing)                                                                                        2,232.46                       13,569.75

                      Services                                                                                                                  2,014.35                    14,707.34

                      Barber, laundry, and other personal services                                                                              1,757.74                       13,651.01
                      Telephone,fax, and other business services                                                                                  256.61                           893.82
                      Other Services                                                                                                                 0.00                          162.51

                      Total Previous 12 months                                                                                              94,315.20                      401,323.38



                      44








                Table A.3.3. Wages-to-Sales and Wages-to-Employment Ratios by SIC

                SIC            Industry                                 Wages-to-Sales           Wages-to-Empl    yment

                70             Hotels and Motels                             0.2418                      14,874
                72             Personal Services                             0.2673                      10,083
                73             Business Services                             0.3077                      14,416
                80             Health Services                               0.3689                      24,081
                89             Other Services                                0.3556                      48,643
                75             Automotive repair, services
                                 and parking                                 0.2213                      18,036
                751            Automotive rental and leasing                 0.1542                      19,577
                753            Automotive repair                             0.2191                      19,188
                54             Food Stores                                   0.1024                      12,492
                554            Gasoline Service Stations                     0.0644                      13,951
                58             Eating and drinking places                    0.2415                        8,902
                56             Apparel and accessory stores                  0.1413                      12,621
                53             General Merchandise Stores                    0.1116                      10,636
                591            Drug and proprietary Stores                   0.1023                      16,197
                59             Miscellaneous retail stores                   0.1666                      13,528
                78,79,84       Amusement and recreation services
                                  including motion pictures and
                                  museums                                    0.2806                      14,398
                79 ex.792,
                 793,84        Commercial sports and other
                                  recreation services, including
                                  museums                                    0.2927                      15,273





































                                                                                                                             45








           Table A.3.4. Derivation of Total Income to Wages & Salaries Ratio for Monroe County

           Employment by Place of Work                                 46,784
           Wage and Salary Employment                                  36,621
           Proprietors Employment                                      10,163

           Wages & Salaries and other Labor Income                     854,877 (000's)
           Proprietor's Income                                         189,947 (000's)
           Total Income by Place of Work                               1,044,824 (000's)

           Total Income-to-Wages & Salaries Ratio                      1.2222

           Proprietor's I ncome-to- Proprietor's Employment            18,690


           Source: U.S. Department of Commerce, Bureau of Economic Analysis, Regional Economic
                    Information System 1994
































           46











                         Table A.3.5. Derivation of Direct Wages and Salaries Income and Employment

                                                                            Expenditures                                 Wages                              Wages to
                                                                              Per Person               Total             to Sales          Total          Employment               Total
                         Category                                              Per Day             Expenditures          Ratio             Wacies             Ratio             Employment

                         Lodging                                                    4.31        5,5 2 9,639.66           0.2418     1 3 3 7,1115.23       14,874.00                     89.90

                         Publicly Owned
                         Hotel/motellbed & breakfast/cabin, etc.                    2.67           3,425,677.93          0.2418            828,328.92       14,874.00                   55.69
                         Camping site (RV/tent/camper)                              0.30               384,907.63        0.2418            93,070.67        14,874.00                   6.26
                         Privately Owned
                         Hoteltmoteltbed & breakfast/cabin, etc.                    1.24           1,590,951.55          0.2418            384,692.08       14,874.00                   25.86
                         Rental home, cottage, cabin, condo                         0.00                      0.00       0.2418                  0.00       14,874.00                   0.00
                         Camping site (RWtent/camper)                               0.10               128,302.54        0.2418            31.023.56        14,874.00                   2.09

                         Food and Beverages                                       24.10        30,920,913.18                        4,5 43,8 8 6.81                                562.19

                         Food & drinks consumed at restuarants & bars               12.71          16,307,253.38         0.2415        3,938,201.69            8,902.00                 442.40
                         Beverages purchased at a store for carry-out               4.61           5,914,747.29          0.1024            605,670.12       12,492.00                   48.48
                         Food purchased at a store for carry-out                    6.78           8,698,912.50          0.1024            890,768.64       12,492.00                   71.31

                         Transportation                                             4.46        5,722,293.48                           708,009.36                                       40.57

                         Rental automobile, motor home, trailer, motor-
                         cycle or other recreation vehicle                          1.25           1,603,781.80          0.1542            247,303.15       19,577.00                   12.63
                         Gas & Oil - auto or RV                                     2.23           2,861,146.74          0.0644            184,257.85       13,951.00                   13.21
                         Repair & Service - auto or RV                              0.64               821,136.28        0.2191            179,910.96       19.188.00                   9.38
                         Parking fees & tolls                                       0.20               256,605.09        0.2213            56,786.71        18,036.00                   3.15
                         Taxi fare                                                  0.14               179,623.56        0.2213            39,750.69        18,036.00                   2.20
                         Bus Fare
                         a) Package tour                                            0.00                      0.00       0.2418                  0.00       14,874.00                   0.00
                         b) Any other bus fare                                      0.00                      0.00       0.2213                  0.00       18,036.00                   0.00

                         Boating                                                  16.30        20,913,314.72                        1,931,257.37                                   131.90

                         Boat, jet ski, and wave runner rental                      1.12           1,436,988.50          0.2927            420,606.53       15,273.00                   27.54
                         Boat fuel and oil                                          14.15          18,154,810.02         0.0644        1,169,169.77         13,951.00                   83.81
                         Boat repairs                                               0.48               615,852.21        0.2191            134,933.22       19,188.00                   7.03
                         Boat launch fees                                           0.10               128,302.54        0.2927            37,554.15        15,273.00                   2.46
                         Boat slip or marina fees (this trip only)                  0.16               205,284.07        0.2927            60,086.65        15,273.00                   3.93
                         Sailing charters or sunset cruises                         0.29               372,077.38        0.2927            108,907.05       15,273.00                   7.13

                         Fishing                                                    8.86       11,367,605.42             0.2927     3,3 2 7,298.11        15,273.00                217.85

                         Cut bait                                                   3.11           3,990,209.13          0.2927        1,167,934.21         15,273.00                   76.47
                         Live bait                                                  1.20           1,539,630.53          0.2927            450,649.86       15,273.00                   29.51
                         Daily or special fishing permits                           0.89           1,141,892.64          0.2927            334,231.98       15.273.00                   21.88
                         Fishing lines, fly lines, fish nets, traps                 0.44               564.531.19        0,2927            165,238.28       15,273.00                   10.82
                         Charter/party boat/guide service                           3.22           4,131,341.93          0.2927        1,209,243.78         15.273.00                   79.18

                         Scuba Diving/Snorkeling                                    0.12           153,963.05            0.2927            45,064.99      Ifi,273.00                    2.9S

                         Rental fee for equipment                                   0.09               115,472.29        0.2927            33.798.74        15,273.00                   2.21
                         Charter/party boattguide service                           0.03               38,490.76         0.2927            11,266.25        15,273.00                   0.74

                         Sightseeing                                                2.77        3,553,980.48             0.2927     1,040,250.09          15,273.00                     68.11

                         Sightseeing tours                                          0.23               295,095.85        0.2927            86,374.56        15,273.00                   5.66
                         Glass-bottom boat rides                                    0.29               339,881.16        0.2927            99,483.22        15,273.00                   6.51
                         Backeountry excursions, kayak tours                        0.24               307,926.11        0.2927            90,129.97        15.273.00                   5.90
                         Park entrance fees                                         0.00                      0.00       0.2927                  0.00       15,273.00                   0.00
                         Admission to tourist, amusement. festivals
                         and other commercial attractions                           2.01           2,578,881.14          0.2.927           754,838.51       15,273.00                   49.42

                         Other Activity Expenditures                                2.59        3,323,035.90             0.2927        972,652.61         16,273.00                     63.66

                         Rental fee for recreation equipment (bicycles,
                         golf carts or others not listed above)                     0.37               474,719.41        0.2927            138,950.37       15,273.00                   9.10
                         Guide service, tour, or outfitters (not listed
                         above,like parasailing)                                    0.42               538.870.69        0.2927            157.727.45       15,273.00                   10.33
                         Admission to motion pictures, theaters,
                         museums, etc.                                              1.80           2,309.445.80          0.2927            675,974.78       15,273.00                   44.26

                         Miscellaneous Expenditures                                 8.43       10,815,9 04.4 8                      1,330,075.27                                        91.72

                         Film purchases                                             2.42           3,104,921.57          0.1023            317,633.48       16,197.00                   19.61
                         Film development                                           2.67           3,425,677.93          0.1023            350,446.85       16,197.00                   21.64
                         Footware                                                   1.07           1,372,837.22          0.1413            193,981.90       12,621.00                   15.37
                         Clothing                                                   0.53               680,003.48        0.1413            96,084.49        12,621.00                   7.61
                         Souvenirs and gifts (not clothing)                         1.74           2,232.464.27          0.1666            371,928.55       13,528.00                   27.49

                         Services                                                   1.57               4,349.95                        548,802.S9                                       52.07
                                                                                                                                                 j
                         Barber, laundry, and other personal services               1.37           1,757,744.86          0.2673            469,845.20       10,083.00                   46.60
                         Telephone,lax, and other business services                 0.20               256,605.09        0.3077            78,957.39        14,416.00                   5.48
                         Other Services                                             0.00                      0.00       0.3556                  0.00       48,643.00                   0.00

                         Total Previous 12 months                                 73.51        94,315,200.31                      15.78 4,412.4 2                                1,320.95


                                                                                                                                                                                                       47








                              Table A.3.6. Derivation of Total Output and Income Impacts

                              Days                                          1,283,025.443
                                x
                              Expenditures per person Per trip         $              73.51

                              Total Expenditures                       $    94,315,200.31
                                X
                              Percent of Inputs Purchased Locally                         0.70

                              Direct Output                            $    66,020,640.22
                                x
                              Output Multiplier                                             1.6

                              Total Output                             $    105,633,024.35

                              Reported Gross Sales                     $ 2,203,305,357.00

                              Percent of Gross Sales                                  4.79%


                              Wages and Salaries Income (Direct)       $    15,784,412.42
                                (from Table A.3.3)
                                x
                              Total Income-to-Wages & Salaries                        1.2222
                                 (from Table A.3.2)

                              Direct Income                            $    19,291,708.86

                                x
                              Income Multiplier                                             1.6

                              Total Income                             $    30,866,734.17

                              Reported Income (.51*Reported Sales)     $    1,123,685,732

                              Percent of Income                                       2.75%
























            48








                       Table A.3.7. Derivation of Total Employment Impacts for Monroe County

                       Employment (Direct)                                                       1,321
                          (from Table A.3.3)
                          x
                       Employment Multiplier                                                         1.6

                       Employment Total                                                          2,114

                       Proprietors Income (Direct)                                       3,507,522.91
                          (Wages & Salaries* 1.2222)-Wages & Salaries

                       Proprietors Income-to-Employment Ratio                                18,690.00
                          (from Table A.3.2)

                       Proprietors Employment (Direct)                                              188
                          x
                       Employment Multiplier                                                         1.6

                       Proprietors Employment (Total)                                               300
                          (Wages & Salaries Plus Proprietors)

                       Total Employment (Wages & Salaries plus Proprietors)

                       Direct                                                                    1,509
                          (Employment (Direct) + Proprietors Employment (Direct))
                       Total                                                                     2,414
                          (Employment (Total) + Proprietors Employment (Total))
                       Total Monroe County Employment                                           47,000

                       Tourist Impact as percent of Monroe County Employment                     5.14%

























                                                                                                                 49


















































































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                                                                                                                          August 1997

                                                                         A Socioeconomic Analysis of the Recreation Activities of
                                                                         Monroe County Residents            P Eloritin X-re Pv-       5



                                                                                                             3 6668 14.'