Plaza Survey Report

Floridas Turnpike Enterprise
FY 2011
Service Plaza Customer Survey
March 2011
Table of Contents
Executive Summary ............................................................................ 1
Table ES-1: Overall Service Plaza Scorecard.........................................................................................3 Table ES-2: Annual Average Daily Traffic Entering the Service Plazas ..................................................3 Map: Floridas Turnpike Service Plazas .................................................................................................5
Section One: Restaurant Building Customer Ratings .........................6

Table 1-1: Food and Drink Purchases.....................................................................................................7 Table 1-2: Food and Drink Purchases at Multiple Plazas .......................................................................8 Table 1-3: Ratings of Food and Drink Prices ..........................................................................................8 Table 1-4: Ratings of Restaurant Building Services and Appearance...................................................10 Table 1-5: Other Services Used ............................................................................................................ 11
Section Two: Fuel Station Customer Ratings ....................................12

Table 2-1: Fuel Station Traffic Volumes ................................................................................................12 Table 2-2: Fuel Purchases at Multiple Plazas .......................................................................................13 Table 2-3: Ratings of Fuel Prices ..........................................................................................................14 Table 2-4: Ratings of Fuel Station Services and Appearance ...............................................................16
Section Three: Individual Service Plaza Scorecards ..........................18

Table 3-1: Okahumpka Average Day by the Numbers ..........................................................................19 Table 3-2: Okahumpka Service Plaza Scorecard .................................................................................19 Table 3-3: Turkey Lake Average Day by the Numbers..........................................................................20 Table 3-4: Turkey Lake Service Plaza Scorecard .................................................................................20 Table 3-5: Canoe Creek Average Day by the Numbers ........................................................................21 Table 3-6: Canoe Creek Service Plaza Scorecard................................................................................21 Table 3-7: Fort Drum Average Day by the Numbers .............................................................................22 Table 3-8: Fort Drum Service Plaza Scorecard.....................................................................................22 Table 3-9: Port St. Lucie/Fort Pierce Average Day by the Numbers .....................................................23 Table 3-10: Port St. Lucie/Fort Pierce Service Plaza Scorecard...........................................................23 Table 3-11: West Palm Beach Average Day by the Numbers ...............................................................24 Table 3-12: West Palm Beach Service Plaza Scorecard ......................................................................24 Table 3-13: Pompano Beach Average Day by the Numbers.................................................................25 Table 3-14: Pompano Beach Service Plaza Scorecard ........................................................................25 Table 3-15: Snapper Creek Average Day by the Numbers ...................................................................26 Table 3-16: Snapper Creek Service Plaza Scorecard...........................................................................26
Section Four: Service Plaza Customer and Travel Information .........27

Table 4-1: Vehicle Type Distribution ......................................................................................................27 Table 4-2: Trip Purpose .........................................................................................................................28 Table 4-3: Average Vehicle Occupancy ................................................................................................28 Table 4-4: Top 10 Origins & Destinations ..............................................................................................29 Table 4-5: Residential Status ................................................................................................................29 Restaurant Building Survey Questions .................................................................................................30 Fuel Plaza Survey Questions................................................................................................................31
Executive Summary
Floridas Turnpike Enterprise is committed to meeting the traveling needs of its customers. Each year, the Turnpike conducts customer satisfaction surveys to capture opinions and perceptions of services provided at the eight service plazas located along the Turnpike. These surveys provide a gauge of how closely our services meet the needs of our customers. This report summarizes the findings of the Fiscal Year (FY) 2011 Service Plaza Customer Survey, which was conducted October 21-24 and November 4-7, 2010. Service plaza customers were interviewed inside the service plaza restaurant buildings and at the fuel stations. At each plaza location, the surveys were conducted between 8:00 AM and 6:00 PM; once on a Thursday or Friday, and again on a Saturday or Sunday, to sample the weekday and weekend patronage and traffic characteristics. This report contains a summary of the responses to more than 3,500 surveys and provides overall average scores from the two prior annual surveys for easy comparison. It should be noted that last year (FY 2010) was the first year for the present concessionaire. The previous year (FY 2009) overall scores noted in this report were recorded during the time frame of the previous concessionaire. This year, for the first time, survey crews used hand-held computers to enter survey responses into a database onthe-spot. In previous years, the survey responses were
FY 2011 Service Plaza Customer Survey
recorded by survey crews onto printed paper forms, with entry of the survey information into a computer database performed later. The hand-held devices used to record the FY 2011 survey were Lenovo Ideapad S10 3t computers, which are adaptable for operation in either laptop or notepad (touchscreen) mode. For the surveys, the notepad mode was used, allowing the survey crews full mobility to interview customers at the service plaza restaurant buildings and fueling stations. The survey questions programmed into the survey devices are detailed at the end of this report. In this report, customer survey responses are summarized in the primary categories of quality of service, general appearance, and restroom cleanliness for both the restaurant building and the fuel station. The survey gathered customer and travel characteristics from the respondents which are also summarized in the report. The combined customer service ratings, along with the customer and travel characteristics, allow management to directly evaluate specific areas related to customer satisfaction. Direct comparisons are also drawn between the scores from the survey this year and those from last year, to emphasize areas where performance changed, for better or worse. In those comparisons, references are made to details from the survey last year which are not repeated in this report, due to limited space. If the reader wishes to directly compare those details, the scores are presented in the same format in the survey report from last year. Table ES-1 shows the rating categories and combined scores for all eight service plazas and the overall average rating for FY 2011. The FY 2011 overall average rating of
Good for service, appearance, and cleanliness is 88 percent, three percentage points above last year. Most of the improvement compared to last year was attributable to higher scores in the Restroom Cleanliness category for both the restaurant buildings and the fuel stations. Small improvements were also seen in overall combined Quality of Service and General Appearance categories. Although overall scores this year improved compared to last year, they were still below the averages from the previous year, as shown in the table.
Table ES-1 Overall Service Plaza Scorecard

Restaurant Building Quality of Service General Appearance Restroom Cleanliness Fuel Station Quality of Service General Appearance Restroom Cleanliness FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Good 84% 87 86 95% 91 85 88% 85% 91% Fair 14% 12 11 5% 8 13 10% 12% 8% Poor 2% 1 3 0% 1 2 2% 3% 1%
Table ES-2 shows the Annual Average Daily Traffic (AADT) entering the service plazas. The AADT for each plaza was calculated using seven-day traffic volumes from automated vehicle counts conducted at the plaza during the week in which the survey was done. A seasonal adjustment factor was applied for the time frame the survey was conducted. The combined eight service plazas attracted an average of 31,875 vehicles per day. This represents a decrease over last year of approximately 5.3 percent. Traffic entering the plazas was down at seven of the eight plaza locations, Turkey Lake being the only site to record higher volumes than last year, with a 6.7 percent increase. Section One of this report presents the customer ratings for service, appearance, and cleanliness of the restaurant buildings at the northern seven plazas (there is no restaurant
Table ES-2 Annual Average Daily Traffic Entering the Service Plazas
Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach Snapper Creek FY 2011 Overall Total FY 2010 Overall Total FY 2009 Overall Total
(1)
Daily Average Vehicles 3,374 3,488 3,973 5,603 5,041 4,911 3,847 1,638 31,875 33,648 29,808(1)
Fiscal Year 2009 totals do not include vehicles at the Snapper Creek and Pompano Service Plazas due to construction at those plazas.
building at Snapper Creek). Section Two presents the same information for the fuel stations at all plazas. Those sections also contain tables with additional information regarding customer purchasing characteristics, ratings for prices, use of other plaza services, and traffic volumes at the fuel stations.
Section Three presents the scorecard for each service plaza, accompanied by a table that reports the number of vehicles entering the plaza and the internal capture rate. The traffic tables are based on vehicle classification counts conducted during the survey. This data helps in the development and monitoring of plaza-specific customer service programs. Section Four summarizes demographic and travel characteristics of the service plaza survey customers. Included are vehicle characteristics, vehicle occupancy, trip purpose, trip origin and destination information, and residency characteristics of survey respondents. Shortly after the completion of the field work to collect customer surveys this year, the Turnpike and the service plaza concessionaire began a two-phase program to renovate or reconstruct all the service plaza facilities. Phase One will renovate six of the eight plazas and will be complete by October 2012. Renovations at the final two plazas, Okahumpka and Port St. Lucie/Fort Pierce, will begin at that time and will be complete by March 2015. The improvements will include new or renovated restaurant buildings, new fueling facilities, and new convenience store amenities at the northernmost six service plazas. At Pompano, the existing restaurant building and fuel station will be replaced with a large convenience store and a new fuel station. At Snapper Creek, the existing convenience store and fuel station will be renovated and a new restroom building will be added.
Floridas Turnpike Service Plazas
Section One
Restaurant Building Customer Ratings

This section summarizes customer perceptions of services provided at the restaurant buildings. Specifically, customers were asked if they purchased food or drink and to rate the price of the food they purchased, the quality of service they received, the general appearance of the building, and the cleanliness of the restrooms. Also included in this section is a table showing what percentage of respondents used other services provided at the building. As there is no restaurant building at the Snapper Creek service plaza, only the fuel station survey was conducted there. Therefore, the tables in this section summarizing restaurant building survey responses do not have data for Snapper Creek. A copy of the survey questions for the restaurant building is included at the end of this report (Restaurant Building Survey Questions). Survey responses are reported by percentages for each plaza and by the Overall Average response. Percentages for each plaza are calculated from customer responses to surveys administered at that plaza. The Overall Average values in this report are calculated from the total customer responses in all surveys administered, not simply as an average of percentages for the individual plazas.
Food and Drink Purchases and Price Ratings

This year, 72 percent of all customers surveyed at restaurant buildings indicated they were purchasing food and/or drink. This percentage increased 21 points from the FY 2010 survey and is, in fact, the highest percentage ever recorded for this survey question (Table 1-1). An increase was recorded at every plaza, with the central and southern plazas showing the greatest increases. No other data collected in the survey directly explains the reason for this substantial increase. Service plaza customers were asked if they had stopped previously at other plazas to purchase food and/or drink and whether or not they were planning to stop at additional plazas to purchase food and/or drink. This question is asked to get an idea of how many Turnpike travelers make purchases at multiple plazas. Six percent of the travelers said they stopped at a previous plaza and 10 percent indicated they would stop at another plaza to purchase food and/or drink. These results represent slight decreases from last year, but match exactly with the FY 2009 survey responses (Table 1-2). Data are included for Snapper Creek, as this question was also included in the fuel station survey. When rating the price of the food and/or drink at the restaurant buildings, 66 percent of all survey customers said prices were about what they expected to pay (Table 1-3). This is only one point higher than last year and slightly less than FY 2009. Only two percent of customers felt that prices were lower than expected; the remaining 32 percent stated prices were higher than they expected.
Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average
Table 1-1 Food and Drink Purchases

Will Purchase Food or Drink Yes/Will 62% 54 73 74 78 82 76 72% 51% 47% No 38% 46 27 26 22 18 24 28% 49% 53%
Table 1-2 Food and Drink Purchases at Multiple Plazas

Did Stop at Another Plaza Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach Snapper Creek FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Yes 5% 6 9 5 6 5 8 5 6% 7% 6% No 95% 94 91 95 94 95 92 95 94% 93% 94% Will Stop at Another Plaza Yes 5% 6 14 15 16 7 11 5 10% 12% 10% No 95% 94 86 85 84 93 89 95 90% 88% 90%
Table 1-3 Ratings of Food and Drink Prices

Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Lower than Expected 0% 3 2 5 2 4 1 2% 2% 3% About what Expected 76% 73 75 65 63 47 68 66% 65% 68% Higher than Expected 24% 24 23 30 35 49 31 32% 33% 29%
Restaurant Building Ratings

Restaurant building customers were asked to rank three basic categories: quality of service they received, general appearance of the building, and cleanliness of the restrooms. Overall, improvements were seen in each of the three categories compared to last year. The overall average rating of Good for the quality of service category at the restaurant buildings was 84 percentjust one point below last yearwith the Fair rating for that category improving by four points and the Poor rating reduced by three points. The overall average Good rating for the general appearance of the buildings improved one point over last year to 87 percent. The average rating for restroom cleanliness as Good compared to last year improved the most of the three categories, up seven points to 86 percent. Four plazas approximately equaled or bettered their Good scores from last year in all three categories. Those were Turkey Lake, Canoe Creek, Fort Drum, and Port St. Lucie/Fort Pierce. The Okahumpka plaza improved five points in the Good rating for restroom cleanliness and scored the same as last year in the general appearance category. The Good rating for the quality of service category, however, dropped 16 points. The West Palm Beach plaza Good ratings were a seven-point improvement in the quality of service category, a one-point improvement in restroom cleanliness, and a three-point decline in the general appearance category. The Pompano Beach plaza scores were five points lower than last year in each of the three categories.
Table 1-4 Ratings of Restaurant Building Services and Appearance

Good
Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness 76% 95 98 92% 93 96 86% 91 83 83% 80 77 83% 82 82 83% 79 84 86% 87 85
Fair
Okahumpka
Poor
2% 0 1 0% 0 0 0% 0 4 2% 3 6 3% 3 4 1% 3 2 3% 1 1
22% 5 1
Turkey Lake
8% 7 4
Canoe Creek
14% 9 13
Fort Drum
15% 17 17 14% 15 14
West Palm Beach
Port St. Lucie/Fort Pierce
16% 18 14 Pompano Beach 11% 12 14
Overall Average for FY 2011 Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness 84% 87 86 85% 86 79 91% 91 89 14% 12 11 10% 12 16 7% 8 9 2% 1 3 5% 2 5 2% 1 2
Overall Average for FY 2010
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Customers were also surveyed about other services they used at the plazas. By far the highest percentage Other Service Used was the restrooms (Table 1-5). Other top responses were to take a break, to purchase something from the gift shop, to get information, and to purchase a Florida lottery ticket. The relative ranking of other services used has been relatively unchanged over the past several surveys.
Services Restroom Break Gift Shop Information Lottery Walk a Pet ATM
Table 1-5 Other Services Used

Responses 2,418 859 288 153 114 61 57 19 4 64 Percent 60% 21 7 4 3 2 1 <1 <1 2
Internet Access Telephone All Other
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Section Two
Fuel Station Customer Ratings

Fuel station traffic volumes were recorded during the survey period of 8:00 AM to 6:00 PM and are presented in Table 2-1. The fuel station traffic volumes are reported in terms of the number of transactions of each type of fuelgasoline, diesel, and ethanol (E85). The overall total fuel station transactions are also reported as a percentage of total plaza traffic. Similar to last year, an average of 31 percent of the vehicles entering the service plazas purchased fuel.
Table 2-1 Fuel Station Traffic Volumes

Fuel Station Traffic Volumes Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach Snapper Creek FY 2011 Overall Total/Average FY 2010 Overall Total/Average FY 2009 Overall Total/Average
(1)
Average Plaza Traffic (8 AM - 6 PM) 2,238 2,290 2,701 3,774 3,407 3,282 2,525 972 21,189 22,100 19,750
(1)
Gas 483 629 1,153 735 1,074 839 863 252 6,028 6,262 6,332
Diesel 29 42 61 40 73 97 69 27 438 449 446
E85 30
Total 512 701 1,214 775
Percent of Plaza Total Traffic 23% 31 45 21 34 29 38 29 31% 31% 25%
20 30 80 79
1,167 936 962 279 6,546 6,790 6,778
Traffic counts were not possible at Pompano and Snapper Creek for the FY 2009 survey, due to construction in the area.
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Survey participants were asked if they had stopped, or if they would stop again, at another service plaza to purchase fuel on their trip. On average, six percent of respondents indicated they had previously stopped to purchase fuel and 11 percent indicated they would stop again to purchase fuel. These results are both two points higher than recorded in the survey last year.
Table 2-2 Fuel Purchases at Multiple Plazas
Did Stop at Another Plaza Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach Snapper Creek FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Yes 5% 4 9 2 8 4 7 5 6% 4% 3% No 95% 96 91 98 92 96 93 95 94% 96% 97% Will Stop at Another Plaza Yes 4% 6 12 8 22 11 11 4 11% 9% 7% No 96% 94 88 92 78 89 89 96 89% 91% 93%
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Fuel Price Ratings

Fuel station customers were asked to rate their perception regarding the price of fuel. They were asked whether the amount they paid per gallon was what they expected to pay, lower than they expected to pay, or higher than they expected to pay. Four percent of the customers paid lower than what they expected, about half of the customers paid what they expected, and 45 percent said they paid more than expected. As shown in Table 2-3, these percentages are almost the same as last year. The previous year, a rapid decline in fuel prices occurred at the time of the survey and the survey responses were substantially different. The pricing of the fuel at each Turnpike service plaza is based on local market prices. Customer responses seem to reflect whether the relative price of fuel is up or down at the time of the survey. The variation from year to year may also be related to the distance the customer has traveled on the Turnpike and the fuel prices in their local area. Further, a commuters perception of the relative price of fuel may be different from that of a longdistance traveler.
Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach Snapper Creek FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average
Table 2-3 Ratings of Fuel Prices

Lower than Expected 3% 10 11 4 1 4 4 2
4%
About what Expected 51% 61 51 39 46 53 51 53 51% 51% 32%
Higher than Expected 46% 29 38 57 53 43 45 45 45% 44% 9%
5% 59%
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Fuel Station Ratings

Fuel station customers were also asked to rate the quality of service they received, the general appearance, and the cleanliness of the restrooms. In all three categories, the combined fuel station scores were improved over last year (Table 2-4). Quality of service was scored as Good in 95 percent of the surveys, up three points over FY 2010. General appearance category scores of Good were up a marginal one point and restroom cleanliness category Good scores improved by five points to 85 percent of the surveys. Of the individual plaza fuel stations, three scored better than last year on all three categories. They were Turkey Lake, Pompano Beach, and Snapper Creek. All of the others scored better in two of the three categories. Among the plaza fuel stations with lower Good scores than last year in some categories, Okahumpka and West Palm Beach fuel stations were down six points each in the general appearance category. Canoe Creek and Port St. Lucie/ Fort Pierce fuel stations lost five and 11 points respectively for restroom cleanliness. Fort Drum fuel station lost six points in quality of service.
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Table 2-4 Ratings of Fuel Station Services and Appearance

Good
Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness 96% 89 92 96% 94 93 97% 93 82 84% 90 86 97% 97 78 98% 87 89 95% 90 83 96% 90 84 95% 91 85
Fair
Okahumpka 3% 10 7 Turkey Lake 4% 6 4 Canoe Creek 3% 6 14 Fort Drum 16% 10 8 3% 3 21 West Palm Beach 2% 12 10 Pompano Beach 5% 9 16 Snapper Creek 4% 8 13
Poor
1% 1 1 0% 0 3 0% 1 4 0% 0 6 0% 0 1 0% 1 1 0% 1 1 0% 2 3 0% 1 2
Port St. Lucie/Fort Pierce
Overall Average for FY 2011 5% 8 13

Quality of Service General Appearance Restroom Cleanliness Quality of Service General Appearance Restroom Cleanliness
92% 90 80 92% 91 92
7% 9 16 7% 8 7
1% 1 4 1% 1 1
16
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Section Three
Individual Service Plaza Scorecards

This section presents the scorecards for the individual Turnpike service plazas. The scorecards are based on three primary measures of customer satisfaction: quality of service received, general appearance, and restroom cleanliness. These three measures apply to both the restaurant building and fuel station, thus there are six measures for each plaza except Snapper Creek, where there is no restaurant building. The data for these measures has been aggregated and presented in a format that allows management to identify specific areas related to customer satisfaction at each plaza. A separate table reports the vehicular statistics and internal capture rates for each service plaza. This data is intended to support the Turnpike marketing and business development efforts. The survey questions for the restaurant building and for the fuel station are included at the end of this report. For FY 2011, only the Turkey Lake service plaza had the distinction of receiving a Good rating of at least 90 percent for all three customer satisfaction measures for both the restaurant building and the fuel station. Okahumpka and Snapper Creek plazas scored 91 and 90 percent overall Good scores, respectively. At the other plazas, overall Good scores ranged from 83 to 89 percent.
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Okahumpka Service Plaza

The Okahumpka Service Plaza is the northernmost service plaza, located at milepost 299, just 10 miles south of the Turnpikes northern terminus at Interstate 75. For southbound travelers on Floridas Turnpike, this is the first opportunity to stop at a service plaza. The estimated average daily traffic volume entering the plaza is 3,374 vehicles. The plaza captures 10 percent of the total cars and nine percent of the total trucks that pass by on the Turnpike.
Table 3-1 Okahumpka Average Day by the Numbers
Number of Vehicles Entering the Plaza Service Plaza Capture Rate for Cars Service Plaza Capture Rate for Commercial Trucks 3,374 10% 9%
The Okahumpka Service Plaza received an overall average rating of Good by 91 percent of customers. This is a two-point decrease from the overall average Good rating last year. The decline was attributable to a drop this year in the restaurant quality of service score and the fuel station general appearance score. The Okahumpka scores in the restroom cleanliness category at both the restaurant and the fuel station improved over scores last year.
Table 3-2 Okahumpka Service Plaza Scorecard

Restaurant Building Quality of Service General Appearance Restroom Cleanliness Fuel Station Quality of Service General Appearance Restroom Cleanliness FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average 96% 89 92 91% 93% 94% 3% 10 7 8% 6% 6% 1% 1 1 1% 1% 0% Good 76% 95 98 Fair 22% 5 1 Poor 2% 0 1
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Turkey Lake Service Plaza

The Turkey Lake Service Plaza is located at milepost 263 on Floridas Turnpike and lies just west of the Orlando urban area. It is two miles south of the Holland East-West Expressway (S.R. 408) and four miles north of Interstate 4. In FY 2011, the estimated average daily capture at Turkey Lake was 3,488 vehicles. The plaza captures five percent of the vehicles that pass by on the Turnpike. This year, due to the on-going Turnpike widening project in the area of Turkey Lake, it was not possible to collect vehicle classification counts to break down the overall capture rate into separate rates for cars and commercial trucks. In the survey last year, the Turkey Lake capture rate was measured at five percent for cars and seven percent for trucks. Turkey Lake scored the highest overall average rating of any plaza, at 94 percent Good overall. This is a five-point improvement in the overall score from last year. Both the restaurant building and the fuel station recorded equal or higher scores than last year in all three rating categories.
Table 3-3 Turkey Lake Average Day by the Numbers
Number of Vehicles Entering the Plaza Service Plaza Capture Rate for Cars Service Plaza Capture Rate for Commercial Trucks Overall Service Plaza Capture Rate 3,488 N/A N/A 5%
Table 3-4 Turkey Lake Service Plaza Scorecard

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Canoe Creek Service Plaza

The Canoe Creek Service Plaza is located at milepost 229 and is 11 miles south of the Kissimmee Park Road interchange in Osceola County. The major Orlando attractions of Walt Disney World, Universal Studios, and Sea World are located about 20 miles northwest of the plaza. With approximately 3,973 vehicles entering the Canoe Creek Plaza daily, the capture of traffic from the Turnpike averages 17 percent for cars and 14 percent for trucks. These capture rates are approximately the same as last year. The Canoe Creek, Fort Drum, and Port
Table 3-5 Canoe Creek Average Day by the Numbers
St. Lucie/Fort Pierce service plazas are all on the portion of the Turnpike that is outside the heavily urbanized areas. These three plazas have the highest capture rates among the eight plazas. The overall average Good score for Canoe Creek was 89 percent, up two points from FY 2010. The plaza scored slightly better than last year on every category, except restroom cleanliness of the fuel station, where the Good rating score of 82 percent was off five points from the FY 2010 score.
Table 3-6 Canoe Creek Service Plaza Scorecard

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Fort Drum Service Plaza

The Fort Drum Service Plaza is located at milepost 184, nine miles south of the Yeehaw Junction interchange. It is between the southern edge of the Orlando urban area and the northern edge of Floridas southeastern urban corridor. The Kissimmee Park Road interchange is 56 miles to the north and is the first access to the Orlando urban area. The Fort Pierce/S.R. 70 interchange is 32 miles south of the plaza and is the first access to the northern edge of Floridas southeastern urban corridor. This plaza has an average of 5,603 vehicles entering on a daily basis. Compared to the other plazas, Fort Drum has the highest volume of vehicles entering a service plaza and the highest capture rate for cars, at 23 percent. The Fort Drum capture rate for commercial trucks is 16 percent, which ties Port St. Lucie/Fort Pierce for the highest in that category. This service plaza scored an overall average of 83 percent Good in the FY 2011 survey. This was a six-point improvement in the overall average score last year. Higher scores were recorded for restaurant building service (up nine points to 83 percent) and restroom cleanliness (up 15 points to 77 percent). Restaurant building appearance scored 80 percent Good, approximately the same as last year. At the fuel station, Fort Drum rated about the same as last year for the general appearance category and improved by 12 points in the restroom cleanliness category. In the quality of service category, the Fort Drum fuel station scored 84 percent Good, a drop of six points from last year.
Table 3-7 Fort Drum Average Day by the Numbers
Table 3-8 Fort Drum Service Plaza Scorecard

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Port St. Lucie/Fort Pierce Service Plaza

The Port St. Lucie/Fort Pierce Service Plaza is located at milepost 144, approximately eight miles south of the Fort Pierce interchange at S.R. 70. One mile east of the Turnpike, S.R. 70 has an interchange with Interstate 95. North of the Fort Pierce interchange, Interstate 95 is aligned along the east coast of Florida, while the Turnpike takes a more northwestward orientation to Orlando and Central Florida. Many travelers transfer from one highway to the other at this location. The average daily number
Table 3-9 Port St. Lucie/Fort Pierce Average Day by the Numbers
of vehicles entering the Port St. Lucie/Fort Pierce Service Plaza is 5,041, the second highest in the survey this year. The capture rate is 17 percent of the cars and 16 percent of the trucks traveling on the Turnpike at the plaza location. An overall average of 86 percent of survey respondents gave the Port St. Lucie/Fort Pierce Service Plaza a rating of Good. This is one percentage point below the overall average for this plaza last year. In the individual scoring categories compared to last year, this plazas restaurant building scored slightly lower than last year for quality of service and general appearance. A gain of eight points was seen in the restaurant building restroom cleanliness category rating of Good. At the fuel station, the Port St. Lucie/Fort Pierce Service Plaza had high (97 percent) Good ratings for quality of service and general appearance. The rating of Good for restroom cleanliness, however, was only 78 percent, a drop of 11 points from last year.
Table 3-10 Port St. Lucie/Fort Pierce Service Plaza Scorecard

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West Palm Beach Service Plaza

The West Palm Beach Service Plaza is located at milepost 94. It is five miles south of the Turnpike West Palm Beach interchange at Okeechobee Boulevard and just north of the Lake Worth Road interchange. The average daily number of vehicles entering the West Palm Beach Service Plaza is 4,911, based on the counts made during the survey period this year. The service plaza captured eight percent of passenger vehicles and 10 percent of commercial trucks passing the plaza. The West Palm Beach Service Plaza was given an overall average rating of Good by 87 percent of surveyed customers, an improvement of one percentage point over the FY 2010 overall average rating. Slightly improved ratings over last year were recorded in the categories of quality of service and restroom cleanliness at both the restaurant building and the fuel station. Both scored lower than last year on the category of general appearance.
Table 3-11 West Palm Beach Average Day by the Numbers
Table 3-12 West Palm Beach Service Plaza Scorecard

Restaurant Building Quality of Service General Appearance Restroom Cleanliness Fuel Station Quality of Service General Appearance Restroom Cleanliness FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Good 83% 79 84 Fair 16% 18 14 Poor 1% 3 2
98% 87 89 87% 86% 85%
2% 12 10 12% 10% 12%
0% 1 1 1% 4% 3%
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Pompano Beach Service Plaza

The Pompano Beach Service Plaza is located at milepost 65, on the western limits of the City of Pompano Beach. It is approximately two miles north of the Commercial Boulevard interchange, and immediately south of Atlantic Boulevard. It is 11 miles north of the Turnpikes connection to Interstate 595, which in turn connects with Interstate 95 to the east and Interstate 75 and the Sawgrass Expressway to the west. An average of 3,847 vehicles per day enter the plaza. Overall, this represents a capture rate of about five percent of the
Table 3-13 Pompano Beach Average Day by the Numbers
combined cars and commercial trucks passing by on the Turnpike. Vehicle classification counts were not available at Pompano, therefore it is not possible to report a breakdown of capture rate between the vehicle categories. In past years, with approximately the same number of vehicles entering this plaza, the capture rate was four percent for cars and eight percent for commercial trucks. The Pompano Beach Service Plaza received an overall average rating of Good from 88 percent of service plaza customers, an improvement of two percentage points over the FY 2010 survey. The ratings at the restaurant building this year were five points off scores from last year in each of the three rating categories. At the fuel station, improvements of six points, seven points, and 14 points were made respectively in the quality of service, general appearance, and restroom cleanliness categories.
Table 3-14 Pompano Beach Service Plaza Scorecard

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Snapper Creek Service Plaza

The Snapper Creek Service Plaza is located at milepost 19 and is the southernmost service plaza on Floridas Turnpike. It is the only service plaza on the Homestead Extension of Floridas Turnpike (HEFT). It is located south of the Kendall Drive interchange within the incorporated City of Kendall in MiamiDade County. On an average day, 1,638 vehicles enter the service plaza. This represents a combined capture rate for cars and commercial trucks of about two percent, the lowest of the eight plazas. Vehicle classification counts were not available at Snapper Creek, so a breakdown of car and truck capture rates cannot be provided. In previous survey years, the breakdown has been approximately two percent for cars and three percent for commercial trucks. The layout of the Snapper Creek Service Plaza differs from all the other plazas on the Turnpike. It is the only service plaza that does not have a restaurant building. The only food and beverage services at Snapper Creek are provided through a convenience store and vending machines located at the fuel station. Therefore, only the fuel station version of the survey was conducted at Snapper Creek. The Snapper Creek Service Plaza fuel station received an overall average rating of Good from 90 percent of customers surveyed, an 11-point improvement over last year. This resulted from a high 96 percent Good score on quality of service (up nine points from last year), a five-point gain to 90 percent Good on general appearance, and a substantial 31-point improvement (to 84 percent Good) on the category of restroom cleanliness.
Table 3-15 Snapper Creek Average Day by the Numbers
Table 3-16 Snapper Creek Service Plaza Scorecard

Fuel Station Quality of Service General Appearance Restroom Cleanliness FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Good 96% 90 84 90% 79% 80% Fair 4% 8 13 8% 18% 20% Poor 0% 2 3 2% 3% 0%
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Section Four
Service Plaza Customer and Travel Information

This section summarizes the customer responses to survey questions regarding travel information. The information includes vehicle type, vehicle occupancy, trip purpose, trip origin and destination, and residency characteristics of service plaza customers.
Vehicle Characteristics
The vehicle characteristic information collected during the survey includes vehicle type distribution and average vehicle occupancy. In general, the vehicle mix has not changed much in recent years. On average, 93 percent of those surveyed at the service plazas said they were riding in automobiles, sport utility vehicles (SUVs), vans, motorcycles, or pickup trucks. Of those, 12 percent reported the vehicles as rentals. Commercial trucks and motorhomes/RVs made up five percent of the mix. Buses made up the remaining two percent.
Table 4-1 Vehicle Type Distribution
Autos, SUVs, Motorcyles, Pickups, Vans Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach Snapper Creek FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Private 85% 83 83 79 76 73 85 87 81% 82% 83% Rental 7% 12 12 16 16 17 9 8 12% 12% 10% Total 92% 95 95 95 92 90 94 95 93% 94% 93% Commercial Truck and Motorhome/RV 8% 5 5 4 2 8 5 4 5% 5% 6%
Bus 0% 0 0 1 6 2 1 1 2% 1% 1%
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Trip Purpose
The trip purpose data is a combination of survey responses collected on week days and weekend days, weighted to account for the higher number of week days. In FY 2011, 30 percent of trips were reported as work/business related, the same as the FY 2010 survey. The tourism/ vacation category decreased
Table 4-2 Trip Purpose

Work/ Business 28% 24 21 20 21 41 39 48 30% 30% 34% Tourism/ Vacation 26% 29 32 39 39 30 23 29 31% 34% 28% Social/ Family/ Recreation 43% 44 44 38 38 25 34 19 36% 34% 36%
Other 3% 3 3 3 2 4 4 4 3% 2% 2%
three points from last year to 31 percent. This year, the social/family/recreation category went up two points to 36 percent, which was the same result measured in the FY 2009 survey.
Vehicle Occupancy
As in past years, the Canoe Creek, Fort Drum, and Port St. Lucie/Fort Pierce service plazas recorded the highest average vehicle occupancy. This is consistent with the higher percentage of tourism/vacation trip types at those locations. The FY 2011 overall average vehicle occupancy was 2.06, which was slightly lower than reported in previous years.
Table 4-3 Average Vehicle Occupancy

Service Plaza Okahumpka Turkey Lake Canoe Creek Fort Drum Port St. Lucie/Fort Pierce West Palm Beach Pompano Beach Snapper Creek FY 2011 Overall Average FY 2010 Overall Average FY 2009 Overall Average Average Occupancy 1.95 2.09 2.19 2.22 2.30 1.97 1.97 1.67 2.06 2.16 2.17
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Origin and Destination Information

Orlando, Miami, Fort Lauderdale, West Palm Beach, and Gainesville have consistently ranked as the top origins and destinations since the FY 2004 report. Ocala, Boca Raton, Homestead, and Key West are other areas that have consistently ranked among the top 10 origins or destinations during the same period.
City Orlando Miami Fort Lauderdale West Palm Beach Gainesville Ocala Boca Raton Homestead Kissimmee Key West All Other Origins
Table 4-4 Top 10 Origins & Destinations

Origin Percent 14% 14 5 3 3 3 3 2 2 2 49 City Orlando Miami Fort Lauderdale Gainesville Ocala West Palm Beach Key West Homestead Tallahassee Georgia All Other Destinations Destination Percent 20% 13 6 4 3 2 2 2 2 2 44
Residency Characteristics of Service Plaza Customers

Residency characteristics consider what percentage of service plaza customers are Florida residents versus residents of other states or visitors from foreign countries. This year, 76 percent of those interviewed were Florida residents, up one percentage point from FY 2010, but lower by five points than the FY 2009 overall average. This year, 18 percent of respondents said they were from another state in the U.S., down one point from last year. In all, 49 of the 50 states were represented in the survey responses. The remaining six percent of respondents were from other countries.
Table 4-5 Residential Status

Florida 67% 68 82 72 73 72 87 83 76% 75% 81% Another U.S. State 31% 30 16 18 14 17 8 13 18% 19% 15% Another Country 2% 2 2 10 13 11 5 4 6% 6% 4%
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Restaurant Building Survey Questions FY 2011 Service Plaza Customer Survey 1. Are you a Florida resident?
Yes - Zip Code _______________________ No IF NO: US Resident? Yes - State _______________________ No - Country______________________ Male Female
10. Was the price you paid:

About What You Expected Higher Than Expected Lower Than Expected
11. Please rate the quality of service you received:

Good Fair Poor N/O
2. Where did this trip originate today? (City/State)

___________________________________________________
12. Will you eat your food inside the plaza or carry out?
Eat In Carry Out
13. What type(s) of food would you most like to see at the plaza? 3. Where will this trip end today? (City/State)
___________________________________________________
(Check as many choices as may apply.)
4. What is the primary purpose of this trip?

To or From Work Business/Delivery Tourism/Vacation Social/Family Medical/Dental Shopping To or From School Recreation (Other Than Vacation)
Burgers Pizza Chicken Asian Mexican
Healthy Menu Ice Cream Pastry Sandwiches Other ________________
14. Are there specific brand(s) you would like to see offered at the plaza?
__________________________________________
5. How often do you make this trip for this purpose?

Trips/Day Trips/Month First Time Ever Trips/Week Trips/Year Other
15. Did you visit the fuel station at THIS plaza?

Yes No Will Before Leaving
16. Did you stop at another service plaza on this trip?

Yes No SKIP TO 17 No No
5b. Has your use of the Turnpike ____ in the last year?
Increased Decreased Remained the same
16b. Did you purchase?

Food/Drink: Fuel: Yes Yes
6. What type of vehicle are you riding in?

Auto (Includes Pick-up Truck, SUV, Van): Private Rented Bus: Commercial Truck: Motor Home/RV: Other (describe): ________________
17. Will you stop at another service plaza on this trip?

Yes No SKIP TO 18 No No
17b. Will you purchase?

Food/Drink: Fuel:
Yes Yes
18. Which other services did/will you use while you are here?
Restrooms Walk a Pet Lottery Information ATM Gift Shop (other than lottery) Rest/Break Telephone Internet Access Other _________________
7. If not a bus: Number of people riding in vehicle.

____________________ __________________
19. What other products/services would you use if offered here?

Movie/Game Rental Travel Services Jewelry SunPass Replenishment Electronics Carpool Parking Other _________________
Number of Adults:
Number of Children:
(under 18)
8. How do you rate the service plaza with regard to:

Good General Appearance: Cleanliness of Restroom:
Fair
Poor
N/O
20. Do you have any additional comments or suggestions as to how the Turnpike can improve the Service Plazas or any other Turnpike service?
9. Did you purchase food/drink at THIS plaza?

Yes No SKIP TO 13 Will Before Leaving SKIP TO 13
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Fuel Station Survey Questions FY 2011 Service Plaza Customer Survey 1. Are you a Florida resident?
Yes - Zip Code _______________________ No IF NO: US Resident? Yes - State _______________________ No - Country______________________ Male Female
10. Was the price you paid:

About What You Expected Higher Than Expected Lower Than Expected
11. Please rate the service you received:

Good Fair Poor N/O
2. Where did this trip originate today? (City/State)

___________________________________________________
12. Did you visit the convenience store at THIS fuel station?
Yes No SKIP TO 14 Will Before Leaving SKIP TO 14
3. Where will this trip end today? (City/State)

___________________________________________________
13. Please rate the service you received at the convenience store:
Good Fair Poor N/O
4. What is the primary purpose of this trip?

To or From Work Business/Delivery Tourism/Vacation Social/Family Medical/Dental Shopping To or From School Recreation (Other Than Vacation)
14. Did you visit the restaurant building at THIS plaza?

Yes No Will Before Leaving
5. How often do you make this trip for this purpose? 15. Did you stop at another service plaza on this trip?
Trips/Day Trips/Month First Time Ever Trips/Week Trips/Year Other Yes No SKIP TO 16 Yes Yes Yes No No
15b. Did you purchase?

Food/Drink: Fuel:
5b. Has your use of the Turnpike ____ in the last year?
Increased Decreased Remained the same
16. Will you stop at another service plaza on this trip?

No SKIP TO 17
16b. Will you purchase?

Food/Drink: Yes Yes No No
6. What type of vehicle are you riding in?

Fuel: Auto (Includes Pick-up Truck, SUV, Van): Private Rented Bus: Commercial Truck: Motor Home/RV: Other (describe):
17. Which other services did/will you use while you are here?
Restrooms Walk a Pet Lottery Information ATM Gift Shop (other than lottery) Rest/Break Telephone Internet Access Other __________________
18. What other products/services would you use if offered here?

________________ Movie/Game Rental Travel Services Jewelry SunPass Replenishment Electronics Carpool Parking Other __________________
7. If not a bus: Number of people riding in vehicle. ____________________

Number of Adults:
__________________
Number of Children:
(under 18)
8. How do you rate the fuel service area with regard to:
General Appearance:
Good
Fair
Poor
N/O
19. Do you have any additional comments or suggestions as to how the Turnpike can improve the Service Plazas or any other Turnpike service?
Cleanliness of Restroom:
9. Did you purchase fuel or automotive products at THIS plaza?

Yes No SKIP TO 12 Will before leaving SKIP TO 12
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Plaza Survey Report

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Plaza Survey Report

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Floridas Turnpike Enterprise

Service Plaza Customer Survey

Section One: Restaurant Building Customer Ratings .........................6

Section Two: Fuel Station Customer Ratings ....................................12

Section Three: Individual Service Plaza Scorecards ..........................18

Section Four: Service Plaza Customer and Travel Information .........27

Floridas Turnpike Enterprise

FY 2011 Service Plaza Customer Survey

Floridas Turnpike Enterprise

Table ES-1 Overall Service Plaza Scorecard

FY 2011 Service Plaza Customer Survey

Floridas Turnpike Enterprise

Floridas Turnpike Service Plazas

FY 2011 Service Plaza Customer Survey

Restaurant Building Customer Ratings

Floridas Turnpike Enterprise

Food and Drink Purchases and Price Ratings

Table 1-1 Food and Drink Purchases

FY 2011 Service Plaza Customer Survey

Table 1-2 Food and Drink Purchases at Multiple Plazas

Table 1-3 Ratings of Food and Drink Prices

Floridas Turnpike Enterprise

Restaurant Building Ratings

FY 2011 Service Plaza Customer Survey

Table 1-4 Ratings of Restaurant Building Services and Appearance

Port St. Lucie/Fort Pierce

16% 18 14 Pompano Beach 11% 12 14

Overall Average for FY 2010

Overall Average for FY 2009

Floridas Turnpike Enterprise

Table 1-5 Other Services Used

Internet Access Telephone All Other

FY 2011 Service Plaza Customer Survey

Fuel Station Customer Ratings

Table 2-1 Fuel Station Traffic Volumes

Diesel 29 42 61 40 73 97 69 27 438 449 446

Total 512 701 1,214 775

Percent of Plaza Total Traffic 23% 31 45 21 34 29 38 29 31% 31% 25%

1,167 936 962 279 6,546 6,790 6,778

Floridas Turnpike Enterprise

FY 2011 Service Plaza Customer Survey

Fuel Price Ratings

Table 2-3 Ratings of Fuel Prices

About what Expected 51% 61 51 39 46 53 51 53 51% 51% 32%

Higher than Expected 46% 29 38 57 53 43 45 45 45% 44% 9%

Floridas Turnpike Enterprise

Fuel Station Ratings

FY 2011 Service Plaza Customer Survey

Table 2-4 Ratings of Fuel Station Services and Appearance

Port St. Lucie/Fort Pierce

Overall Average for FY 2011 5% 8 13

Overall Average for FY 2010

Overall Average for FY 2009

Floridas Turnpike Enterprise

FY 2011 Service Plaza Customer Survey

Individual Service Plaza Scorecards

Floridas Turnpike Enterprise

Okahumpka Service Plaza

Table 3-2 Okahumpka Service Plaza Scorecard

FY 2011 Service Plaza Customer Survey

Turkey Lake Service Plaza

Table 3-4 Turkey Lake Service Plaza Scorecard

Floridas Turnpike Enterprise