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Lndging Market Analysis ;A
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2 Sources:
2 STR - Ridgeland and Competitive Set Data
2
Young Strategies Survey of Ridgeland Area Lodging Property Managers
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1 Prepared By:
) Young Strategies, lnc.
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., Charlotte, N.C.
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Ridgeland Tnurism Irmmissirn o I
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Rldgeland, MS Lodging Study Methodology Ridgeland l-odging lnventory ,
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Young Strate8ies, lnc. {YSl) conducted a survey of the hotel/motel properties
located in Ridgeland, Mississippi as part of a lodging market analysis
The 16 hotel properties in Ridgeland are listed in chronolo,li(nl or .l
,
I
commissioned by the Ridgeland Tourism Commissaon. A short questionnaire
by open date in the table below.
,
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was sent to the Ridgeland Tourism Commission database of hotel/motel lodging 2017 Rldgeland Lodgint lnventory
Roomt ,
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properties to estimate the following key metrics projected for the full calendar lnventorv- Aqe / Room Count
Open Date
,
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year 2016: percentage of occupancy driven by 10 market segments and annual
occupancy. Hoteliers were also asked to provide recommendations for future
1989- Prior= 3 Properties
Red Rooflnn
22.9%
Jul-85
386
10rl , I
1
target markets to increase leisure visitors. Ihe survey contained two open-
Rodeway lnn Feb-86 18 ?
ended questions allowing hoteliers to share any noted changes/shifts in room
night sales since 2016 as well as future sales/marketing suggestions for the Cabot Lodge.,ackson North May-86 200 t 1

l2s t
1
Ridgeland Tourism Commission. Lodging surveys were collected from luly 1990- 1999 =4 Properties 19.3%
through August, 2017. Extended Stay America Nov-96 t11

The Ridgeland Tourism Commission provided YSI with a list of lodging properties Homewood Suites Feb-97 91 ?
in Ridgeland, MS. The Rideeland Tourism Commission database included a total Holiday lnn Express )!197 111 ,
of 16 properties hotel/motel properties with approximatelv 1.682 rooms
Days lnn Oct-99 52 ,
activelv collectinq lodging tax atthe time ofthe YSI lodsinqstudv. All 16 ofthese
oroperties particioate with STR and a total of 10 of these properties 2000- 2010 =6 Properties 47.O% 689 ?
representinE 1,147 rooms participated in the YSI survev. thus representinp a Drury Suites Sep-02 174 ,
58% ,esponse rate of the STR-participatins hotel inventorv. This response rate Econo Lodge Apr'04 s2t
is considered to be a highly predictive sample of the overall market based on StaVbridge Suites May-05 92?
the size and geo8raphic distribution ofthe Ridgeland lodging inventory.
Residence lnn Oct-07 100 t
The geographically segmented areas of lodging in Ridgeland are identified in the Hyatt Place Oct-08 L26
table belowasSouth and North Ridgeland. The table outlines the total number
of lodging rooms, total number of rooms that responded to the YSI 2017
Embassy Suites Dec-08 L45'
Lodging Survey and the percentage of response in each of the geographically
2011- Present =3 Properties 15.8% zaz O
'
segmented areas. Home 2 Suites Aug-13 s2a
Springhill Suites Oct-13 96?
TownePlace Suites Dec-13 94?
South - (67.1% oftotal inventory) 7,729 594 52.6/o Total # Properties= 16 f of Rooms r,682
Q,
North - {32.9% oftotal inventory)
TOTAT RESPONSE
553
r,642
553
t,,47
100.oyo

6a,296
Source: STR
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Ridgeland, MS STR Data Analysis

YounS St.ategies,lnc. purchased lodging data from sTR (Smith TravelResearch)in the form ofa 365-daily data report for all hotel/motel properties located il'i '
Ridgeland, MS, All tables and charts shown on the following pages have been created from the data provided in the STR reports.

@@Em@E
Geographic segmentation - Ridgeland Lodging Room lnventory

1989- Prior= 3 Properties 14.2% 385 2000- 2010 =2 Properties 49.004 271

Red Roof lnn Jul-85 108 Hyatt Place Oct-08 126

Rodeway lnn Feb-86 78 Embassy Sultes Dec 08 145

Cabot l-odge Jackson North May-86 200 2011-Present= 3 Properties 57.0% 282

Home 2 Suites Aug-13 92

1990 - 1999 =4 Properties 24,8% 32s
SpringhillSuites oct-13 96
Extended Stay America Nov-96 71
TownePlace Suites Dec-13 94
Homewood Suites Feb-97 91
Tolal { Properties= 5 f of Rooms 553
Holiday lnn Express Jul-97 111
Source: STR
Days lnn Oct-99 52

2000 - 2007 :4 Properties 37,O% 4ta

Drury Suites Sep-02 774

Econo Lodge Apr-04 52

Staybridge Suites May-05 92

Residence lnn Oct-07 100

Total# Properties= 11 # of Rooms 7,729

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Classification by Geographic Area - Ridgeland Lodging Room lnventory
aPropertv
ALL NORTH SOUTH Observation:
Prop!rty As 5een in the STR classifi.ation table, the
Clrttlflc.tlon *of #of %ol *of *of of o/" *ol Sof %ol qualaty of the current Ridgeland hotel/motel
Prop. roomS Market Prop, roomS Market Prop. rooms Market lodginB inventory is high with the majority (67%)
Upper Upscale 7 145 8.6yo 1 145 26.2% 0 0 o.o%
of the lodging rooms classified as upper
midscale to upper upscale. All properties in
upscale 5 505 30.0% 2 222 40.2% 283 25,L% North Ridgeland are classified as upper scale
with the oldest properties built in 2008. A
Upper Midscale 4 471- 2A.O% 2 186 ,3.6% 2 245 25.2% higher percentage of the lodging rooms in South
Ridgeland are classified as midscale and
Mldscale 1 200 7!.gyo 0 0 o.oo/. 1 200 t7.lyo economy with development dating back to the
1980's.
Economy 5 361 21.5/o 0 0 o.oyo 5 361 32.O%
soLrr(ctSTR
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Day or the Week Occupancy Trends
a
Ridgela nd North vs South North Ridgeland properties reported mid-week nights (Tuesday and
a Wednesday) as highest occupancy, followed by Monday and Thursday while
a Day of Week Occupancy % Trend the South Ridgeland reported weekend nights (Friday and Saturday) with the
highest occupancy in their lodging properties, followed by Wednesday and
a +North South
Tuesday. This data confirms a strong business market in North Ridgeland
a while South Ridgeland is more of a destination for groups traveling for
loo'/,, ag.Z% 9O.4%
a government, SMERF, team sports and leisure transient.
ln0'v,,
?4.4% 73.4% 71..6%

,- Day of the Week

?60% - - -::.,,._- - :---<a--- - - - - -. Occupancy%'s
SUN MON TUES WED THUS FRI SAT
aor* 47_ 62-5% 64.2% 63.9v" 64.6%
s3.3% s7.t%
a 40.l"l'
North 47.7 78.4 49.2 90.4 74.4 73.4 77.6

?,20% South 40.6 s3.3 62.5 64.2 57.L 53.9 64.6

ao% Source:STR
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NORTH RIDGELAND - 52 Week Occupancy Trend

January - luly,2OL7 & August - December, 2016
SUN MON TUES WED .--+-*THURS FRI +SAT
loo%

90%

800/.

100/.

60%o

50%

40%

30./"

20%
1 1, 1 D'69 6a $
J,, ++I + $ .,b $ rs ..".,,o.,"' * f rl r) r.b.S r$ 19 ro 1\ +"," nuf nc{ a$.fl yo u. * i5 * & ub $ & u" -,o.,. *
\"' (d +" "a
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Daily Occupancy 9ds * of days %ofYR

Total # of Days 50% or higher occupancy
Davs reoortd at 50% - 59% 25 6.9%
D^u. r.^6rr..l ,t looA - 79Pt4; 64 17.6% 271 nights = 74.5% of the year
Days .eDorted at 80% - 89%
Days reported at 90% - 100%
69
113
79,0%
3L.O%
Source: STR YOUNG
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. Januarry - Jul y,2OL7 & Augu st - December,2OL6
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23.6%
Total # of Days 60% or higher occupancy
-l-l Days repofted at - TgVo7O,% 59 76.2% 153 nights = 44.8% of the year
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:l I oays repgllgd at 80% -.89Y" 77 4.7%

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Sunday Occupancy %oTrend

January - July,2OL7 & August - December, 2016
"-*"-" NORTH SUN +SOUTH SUN

100%

90%

ao%

70%

60%

soo/"
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40%
I

20%
\1t!.9 t n UO Of U I +-+19 9'F'), &'r| 19 "u6 >) ",$ t?'ro .|4&",$#",64 &8 us * tr ub $ u$ &qo")+
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Source: STR
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a Monday Occu pancy Yo Trend
a January - luly,2OL7 & August - December, 2015
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a -+-NORTH MON +SOUTH MON
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Tuesday Occupancy %o Trend t
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January - luly,2Ot7 & August - December, 2016 t
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NORTH TUES SOUTH TU ES

100%
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90% t
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70v" I
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60% I
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50%
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40%

30% .'
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20% I
.)e+S9e.Pl,$Xfl.?.r.f
oJ ", bn
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^ &(','e++f $)s.v$.e.F
+d*.9",,;.d4.P.t Uoo &p.$Su6$fue.,o,l"1'
+"o'i
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l Wed nesday Occu pancy %o Trend

a January - July,2OL7 & August - December, 2016
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a ...NORTH WED {.SOUTH WED
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J i ' r'.'' b^ t^P ""o^"\*f gf s6{>t9.va1)i)f r}r?rl* Frq..o n\f l'',ru I rb i rt 9 vo s i! *'vs rj? vb $ &S.,a.n ".,\
nS 93 o.' +o" on'
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Thursday Occupancy %o Trend

January - luly,2OL7 & August - December, 2016
NORTH THURS SOUTH THURS
too%

90%

ao%

70"/.

60%

s0%

40%

30%

20%
.'i
n +9''b:;!"1$g'vsalpf 'r}'9$"+'rt,,o"s +.ff 4',$.3S n * &Ju s e r" + +
oi " " !o' " 3..'+o+f "'dP+ $b

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Source: STR
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.a Friday Occupancy % Trend

a January - July,2OL7 & August - December, 2016
;
I +NORTH FRI +SOUTH FRI

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^ $rs+Ba "i"jl4+";5j"4+'ta<vs$,**svvtr!.o,$d&P8.i'+

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Saturday Occupancy Yo Trend
January - luly,2OL7 & August - December, 2016 .l I

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+NORTH SAT +SOUTH SAT
I

L00%

90%

ao%

70%

60%

s0%

40%

30%

20%
\t4,S<.(o1
c-$ ++f + V + +19 9'F.}J'?n)r?'v6rs'9I"o **&*&qb4&4l, uov:dldbf do*, $ Ppqs.)* /z:1I
n1".'+ *o6 q"4 cP' *-' o"u j i
Source:sTR
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a 52 Week Occupancy Trend - Sunday, Mid-Week, & Weekend
J January - July, 2Ot7 & August - December, 2016
a
a +NORTH SUN +NORTH MON-WED --- NORTH THURS-SAT

a +SOUTH SUN +SOUTH MON-WED +SOUTH THURS-SAT

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a ,,, \ e,e\o+++"y*16{ *9.,o "|fl f f r9$rsro94 i' * f f ^,b 4 & f vs * i! ub v$ f. u6 $ r$ $ ".o."- *
t ,,1 ,f {3 ^,u
o't
t "s' ."{ \s *S +t lo" en-
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Source: STR
()l).n'r vntlons:
J'. rt,..lr,,wrrrrrtlr,lir,rphabove,Sundayoccupancypercentageswerereportedbelowthe 60% occupancy mark throughout all months ofthe year
t' rrlr0lli Nortlr.llr(lsolrthRidgeland. When we roll up the data we ca n see the midweek days of Mondaythrough Wednesday performing highest
2 Ridgeland.
ln th. North properties, white Thursday through saturday is highest in South
YOV""NS
Nfods perlods are primarily in January with no events scheduled on the weekends along with AuBust, september an,a o"."rUur.
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Ilidgeland Tnurism Inmmissinn
2U7 Lndging l,/arket Analysis

January- April 2OL7 Occu pancy %o Trend

-a" NORTH SUN NORTH MON-WED NORTH THURS-SAT SOUTH SUN SOUTH MON WED SOUTHTHURS-SAT

k
LOo%

90%

80% t
70%

6096 j -

50",4

40y"

30%

70%

'
.'"o
I
{9e
^"$ + *
?d
I ^) I '"6

Source: STR

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.a May- July, zOLl & August, 2016 Occupancy % Trend

.a
. +-NORTH SUN .+-NORTH MON-WED NORTH THURS-SAT SOUTHSUN SOUTH MON-WED --'*SOUTH THURS-SAT
I
, too"/"
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t 90%,

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s I as ,|+ + .y rbS .9 qs t+ & n,} &

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1 llidgeland Tnurism hmmissinn
2il7 lodging Market Analysis

20%
-(o^
,1 b, A iio * &us '1
oc -os
$o$ 'l
Source: STR o"( 'l
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lidSeland 2016 Market Segmentation - Leisure Feeder Markets

Hot"l sr-"y Hoteliers were asked to rank the top four leisure feeder markets
'lsr
ahe survey of Ridgeland hoteliers revealed the market segments that are dnving
YSI for their hotel/motel property. The markets are ranked by the
Ivernight visitation within the destination. Corporate and group business are tracked total number of responses by hoteliers. Ridgeland's close
,losely by rate codes, while leisure segment data is often collected by the proximity to lnterstate 55 and lnterstate 20, most of Ridgeland's
team at the individual properties. Rank order is shown in table below: top leisure feeder markets are within the 1-3 hour drive market
Janagement with the exception of Atlanta, GA.

Top Ranked Leisure

# of Responses
2016 Market Segmntatlon Feeder Markets

I 1. New Orleans, tA (197 miles) 6

I Corporate Transient
2. Birmin8ham, AL (247 miles) 5
I Group/Confu rence/Meeting
3. Memphis, TN (199 miles)
I 5

a 4. Atlanta, GA (391 miles) 2

Corporate
I 5. Grenada, MS (101 miles) 2
a Government
6. Tupelo, MS (181 miles)
I Team Sports
2

I Association Source: YSI Survey of Ridgeland Hoteliers

I
Group Tour/ Motorcoach
I
I
I Government Workers
)
Other
)
J\ Source: YSI Survey of Ridgeland Hoteliers

2
2
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Ridgeland Tnurism [ommissinn
Zil7 Lodging Market Analysis

HoteuMotel Future Sales and Marketing Suggestions for the Ridgeland Tourism Commission
Hoteliers were also asked to provide any suggestions for future sales and marketing efforts of the Ridgeland Tourism Commission.
3 properties responded; verbatlm comments are below:
NORTH
. oifficult question to answer. Market a family friendly safe atmosphere- sports teams/tournaments, reunions.
. The commission should pursue a hotel developer willing to build significant meeting space (capacity for 500 seat ballroom plus breakout space)as par
smaller hotel (150 rooms or fewer). This will help secure larger groups, associations, SMERF, etc. and support the existing hotels. We have plenty of rc
just no place to meet- Under no circumstances should the city or county build or manage a conference facility. Focus on youth sports and growing this
market. Support the construction of add itio nal socce r, tennis, softba ll facilities. Advertise within the state to promote Ridgeland as a shopping and dan
destination, weekend getaway.
SOUTH
. Push for corporate groups-

Please list any maior shifts or changing trends in room night sales you have noliced over the last year:
Hoteliers were asked to provide any insight into maior shifts or chan8ingtrends in room night sales in Ridgeland overthe lastyear.
6 properties responded; verbatim comments are below:
NORTH
. No major shifts.
. Occupancyand rate have remained flatfor2017. We were expectinggood growth. Demand seems to be down 5li8htly, particularly with corporate
groups.
. Softer market overall from 2016 to 2017.
SOUTH
. Government has been down significantly,
. lncrease in group sports
. We are actually up over 2016.

Source: YSI Survey of Rid8eland Hoteliers

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?Bl7 Lodoino Market Analvsis
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rSummary & Conclusions
l. Overall, Ridgeland's lodging inventory is lairly new with nearly two-thirds of the
I hotel/motel lodging rooms (57.8%) built since 2fiXt. All properties in North
I Ridgeland were built between 2OOg - 2013 whereas, 68% of the South Ridgeland Ridgeland Occupancy Y-T-D 2017
'a orooerties were built orior to 2000. 65.6% (statewide = 58,7%l

a. Overall, corporate transient travel was reported as the highest market seBment
1 driving 43Y" ot room nights in Ridgeland lodging in 2016, while Ridgeland Lodsing Occupancv
(Running 12 monthsBh6 -7lr7l
a group/conference/meeting reported an average of 32%o of room nights sold.
North Occupancy = 75.0%
a. North Ridgeland properties reported corporate transient much higher than those
South Occupancy = 58,0%
'I properties located in South Ridgeland, 59% versus 23yo of rcom nights sold
I respectively. Grou p/conference/meeting was reported as the highest market
, segment in South Ridgeland representing 4SYo of room nights sold, versus 32% in
I North Ridgela nd.
a
properties reported mid-week nights (Tuesday and Wednesday)
.t. North Ridgeland
hiShest occupancy, followed by Monday and Thursday. This data confirms a
, asstron8 business market in North Ridgeland. South Ridgeland reported weekend
, nl8hts
r followed(Friday and Saturday) with the highest occupancy in lodging properties,
Wednesday and Tuesday, This data confirms the South Ridgeland is
, more ol abydestination
, for groups traveling for government, SMERF, team sports and
, h,irurc transient. Sunday nights are slowest year-round which is typical of most
rrlging markets.
, k

-r. The current Ridgeland room inventory occupancy and demand statistics indicate
2 that new lodging development is likely in the north Ridgeland area.
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