FINAL REPORT |  
JANUARY 23, 2023 
Economic Profile of 
St. John, U.S. Virgin 
Islands 
Prepared for: 
Friends of Virgin Islands National Park 
 
 
Prepared by: 
Jane Israel 
JLI Solutions LLC 
 
 
 
St. John Economic Profile 
 
1 
 
Table of Contents 
Executive Summary ................................................................................................................................................. 3 
Introduction ............................................................................................................................................................ 5 
Economic Contribution of the Virgin Islands National Park .................................................................................... 5 
Park Visitation .................................................................................................................................................... 6 
Economic Contribution of VINP ......................................................................................................................... 8 
Park Operations ................................................................................................................................................. 9 
Tourism Trends...................................................................................................................................................... 10 
Population and Demographics .............................................................................................................................. 12 
Business Establishments ....................................................................................................................................... 13 
Employment .......................................................................................................................................................... 15 
Real Estate, Housing and Construction ................................................................................................................. 17 
Charter Industry .................................................................................................................................................... 19 
Day Charter Businesses .................................................................................................................................... 20 
Term Charter Businesses .................................................................................................................................. 20 
Mooring and Anchoring Information ............................................................................................................... 21 
Business Outlook – Anecdotal Observations ........................................................................................................ 21 
General Business Outlook ................................................................................................................................ 21 
Hiring Challenges.............................................................................................................................................. 22 
References ............................................................................................................................................................. 23 
 
 
List of Tables 
Table 1. Annual Park Visitation ............................................................................................................................... 7 
Table 2. Average Annual Recreation Visitors .......................................................................................................... 7 
Table 3. Summary of Commercial Use Authorizations and Concessions in VINP ................................................... 9 
Table 4. Average Expenditure by Visitor by District: 2015 .................................................................................... 12 
Table 5. St. John Population .................................................................................................................................. 12 
Table 6. Active Business Licenses on St. John as of November 2022 .................................................................... 14 
Table 7. Employment by Island and Industry, December 2021 ............................................................................ 17 
Table 8. St. John Home and Land Sales Data ........................................................................................................ 18 
Table 9. Long-term Rental Rates on St. John ........................................................................................................ 19 
 
 
 
St. John Economic Profile 
 
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List of Figures 
Figure 1. Map of St. John and Virgin Islands National Park .................................................................................... 6 
Figure 2. VINP Direct Visitor Spending in 2021 ....................................................................................................... 9 
Figure 3. Visitor Arrivals St. Thomas/St. John for 2000 and 2008 – 2022 ............................................................. 11 
Figure 4. Number of Business Establishments in USVI 2017-2021 ....................................................................... 15 
Figure 5. USVI and St. Thomas/St. John Unemployment Rates 2021-2022 .......................................................... 16 
 
 
 
 
 
St. John Economic Profile 
 
3 
 
Executive Summary 
The purpose of this study is to provide an understanding of the current economic conditions on St. John, with a 
focus on data that are relevant for decision makers interested in supporting a healthy and sustainable 
economy on the island of St. John. As many of the published economic data cover the whole U.S. Virgin Islands 
(USVI) territory or the district combining both the islands of St. Thomas and St. John, research was conducted 
to identify readily available economic statistics and relevant data specific to St. John. 
The economy of St. John relies primarily on tourism, largely driven by visitors to the Virgin Islands National 
Park (VINP). More than 60 percent of St. John is national park land. According to the 2020 U.S. Census, the 
population of St. John was nearly 3,900, making up less than five percent of the total USVI population. From 
2010 to 2020, while the USVI population declined by 18 percent, St. John’s population only decreased by seven 
percent. In 2021, approximately 324,000 visitors to the VINP spent an estimated $49.3 million in the gateway 
region (defined as the USVI territory), which supported a total of 565 jobs, $24.4 million in labor income, $46.0 
million in value added, and had a total cumulative economic output of $69.6 million (NPS 2022b). In 2022, 
there were a total of 210 Commercial Use Authorization permit holders and concessionaires operating within 
the VINP. 
Readily available data do not identify the number of visitors to St. John specifically. The tourism indicators 
published by the V.I. Bureau of Economic Research (VIBER) combine St. Thomas and St. John into one district. 
While the hurricanes in 2017 resulted in a decrease in visitors to the USVI, the pandemic had a much greater 
effect on visitation to St. Thomas and St. John in 2020, due to the fact that hotels and rental properties were 
unable to accept new guests from March 23 through May 31, 2020.1 Despite an 18-month suspension of cruise 
ship calls during the COVID-19 pandemic, overall visitation has rebounded with over one million visitors to the 
St. Thomas/St. John district in the first eight months of 2022, including approximately 497,000 air visitors, and 
560,000 cruise visitors. According to a VIBER survey, for the St. Thomas/St. John district, in 2015 on average a 
cruise visitor spent $253, while air visitors spent $1,302 per visitor (VIBER 2015). 
Available information indicates there are a total of 1,075 active short-term rental properties on St. John (up 
from 846 in Q3 2019), 94 percent of which are entire home rentals (Airdna 2022). Given the complete loss of 
hotel/campground capacity after the 2017 hurricanes, the villa market appears to have grown to meet the 
demand for overnight accommodations. Anecdotal information suggests that many recent home sales have 
converted homes from long term residences into short-term rentals.  
To supplement available economic data, outreach to St. John businesses was conducted to gain a better 
understanding of current business conditions on St. John. Because the USVI was one of the few areas open to 
visitation during the first year of the COVID-19 pandemic, businesses on St. John generally experienced greater 
sales and numbers of customers than pre-pandemic levels and even levels seen prior to the 2017 hurricanes. 
However, during the 2020-21 season, many businesses struggled to find enough employees. Owners found 
themselves having to work many hours to fill the gaps and/or having to scale back operations. The lack of 
affordable/available housing was reported as the number one challenge to hiring and retaining the optimal 
number of employees.  
 
1 See Governor Bryan’s 6th Supplemental Executive Order COVID-19, dated April 29, 2020 (https://www.vi.gov/executive-
orders/).  
 
 
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Median household income on St. John was $50,352 in 2020, with 14 percent of families on St. John reporting 
incomes below the poverty line (U.S. Census Bureau 2022a).2 In 2021, approximately 45 percent of the 1,770 
employed civilian population of St. John was employed in the arts, entertainment, recreation, accommodation, 
and food services sector, while 15 percent were in the retail trade sector, 10 percent were in real estate, rental 
and leasing sector, and eight percent were in the construction sector (VIBLS 2023).   
The island of St. John has seen significant growth in the real estate and construction industries in recent years. 
In 2017, only 38 homes were sold, with an average price of $891,763, while in 2021, a total of 117 homes were 
sold with an average price of $1,757,642 (St. John MLS 2023). The cost of housing in the USVI is very high 
compared to U.S. averages for both renting and building residential properties. St. John has a housing shortage 
driven in part by conversion of long-term rentals into short-term. In a recent opinion piece about the USVI’s 
housing affordability crisis, Mark Wenner, a USVI economist, noted that a standard financial rule of thumb is 
that rental expense should not exceed 30 percent of gross monthly income.3 Based on the 2020 Census 
median household income of $50,352, monthly rent of $1,260 or less would be considered affordable on St. 
John for a household earning median income levels.4 Currently, rental rates for a two-bedroom apartment on 
St. John range from $2,000 to $3,500. Also contributing to the housing affordability issue is the cost of new 
construction, which can cost $400+ per square foot for masonry construction on St. John (Holiday Homes 
2023) compared to typical building costs between $100 to $200 per square foot for the U.S. mainland (Wenner 
2022).  
For the current season (2022-23), business is expected to continue to be good, but also to slow somewhat as 
other destinations have reopened after pandemic-related closures. Lodging businesses also cited increased 
airfares as a factor leading to lower occupancy expectations. Businesses expect a return to something more 
like pre-pandemic levels, with a pattern of seasonal highs and lows. Employment issues have eased somewhat, 
with the businesses who responded to the questionnaire indicating that they would be able to fill most 
positions. While the pandemic persists, there is economic uncertainty, but St. John appears to be well 
positioned to continue to thrive, given recent investments in the development of short-term rental villas and 
marine charter businesses that draw tourists to the island to enjoy the national park. 
 
 
 
2 To determine poverty status, the Census Bureau uses thresholds (income cutoffs) that vary by family size and the 
number of family members under 18 years old. For example, the 2020 poverty threshold for a four-person family with 
two children under 18 is $26,246 (U.S. Census Bureau 2020).    
3 Affordable housing is generally defined as housing on which the occupant is paying no more than 30 percent of gross 
income for housing costs, including utilities (HUD 2023). 
4 Based on 2020 Census median household income of $50,352 for St. John, this equates to a monthly income of $4,196.  
Thirty percent of this monthly income would equal a monthly rent of approximately $1,260. 
 
 
St. John Economic Profile 
 
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Introduction 
The purpose of this study is to provide an understanding of the current economic conditions on St. John, with a 
focus on data that are relevant for decision makers interested in supporting a healthy and sustainable economy 
on the island of St. John. As many of the published economic data cover the whole U.S. Virgin Islands (USVI) 
territory or the district combining both the islands of St. Thomas and St. John, research was conducted to 
identify readily available economic statistics and relevant data specific to St. John. The available data are 
summarized in this report, in order to provide context for decision makers and the public, and to foster an 
understanding of current economic conditions on the island. The goal of this study is to gather relevant 
available information into one place, to identify where St. John specific information is not available, and to fill 
those gaps using anecdotal evidence from local business owners and operators.  
Desktop research was initially conducted to identify data readily available on the internet from federal and 
USVI government agencies including the U.S. Census Bureau, the National Park Service (NPS), Virgin Islands 
Bureau of Economic Research (VIBER), USVI Department of Planning and Natural Resources (DPNR), USVI 
Bureau of Labor Statistics (VIBLS), and the USVI Department of Licensing and Consumer Affairs (DCLA).  Where 
data were not available online, additional outreach was conducted in the form of phone calls and emails to 
various agencies and other relevant organizations (e.g., Virgin Islands Professional Charter Association). 
The report is divided into sections providing information related to various aspects of the St. John economy, as 
follows: 
• 
Economic Contribution of the Virgin Islands National Park (VINP) 
• 
Tourism Trends 
• 
Population and Demographics  
• 
Business Establishments 
• 
Employment 
• 
Real Estate, Housing and Construction 
• 
Charter Industry 
• 
Business Outlook – Anecdotal Observations 
Economic Contribution of the Virgin Islands National Park 
With more than 60 percent of the island of St. John comprised of Virgin Islands National Park (VINP) land, the 
island economy is heavily reliant on spending by visitors to the national park. A map of St. John and the VINP is 
shown in Figure 1. Trip-related spending on lodging, meals and transportation generates and supports 
substantial economic activity on St. John. This section presents information from the NPS regarding the 
number of visitors to the VINP, the effects of VINP visitor spending on the regional economy, as well as 
information on VINP employment, and the number of businesses operating in the park.   
 
 
 
St. John Economic Profile 
 
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Figure 1. Map of St. John and Virgin Islands National Park 
Source: NPS 2023.     
 
Park Visitation 
For the five years prior to the 2017 hurricanes (2012 -2016), the average of annual recreation visits was 
approximately 440,000. While still much lower than historical and pre-hurricane visitation levels, VINP 
visitation nearly doubled from 168,000 in 2020 to 324,000 annual recreation visits in 2021 (see Table 1). It is 
important to note that current NPS visitation figures appear to be based on a methodology for counting 
visitors that has not been updated since January 2003 (NPS 2003). Given the changes affecting the park since 
that time (closure of Maho Bay Campground and Caneel Bay Resort, and the effects of the 2017 hurricanes and 
the COVID-19 pandemic), this method is outdated and the accuracy of these figures is uncertain. Based on a 
review of the methodology, current estimates likely undercount visitors to the VINP; however, the magnitude 
of this discrepancy is unknown.5      
 
5 For example, the instructions for determining the number of recreation visitors by boat include “dividing the number of 
boats counted (from ranger logs) by the number of counts made. The average number of boats per count is multiplied 
by the number of days in the reporting month. The estimated number of boats is increased by 25 percent to account for 
boats missed (before and after hours). The total boat count is multiplied by the PPB [persons per boat] multiplier of five. 
Ninety percent of these visitors are recreation use” (NPS 2003). It is not clear how often ranger counts are occurring, or 
whether the assumption of five persons per boat remains a reasonable assumption. 
 
 
St. John Economic Profile 
 
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Table 1. Annual Park Visitation 
Year 
Total Annual 
Recreation Visitors 
Difference 
from prior year 
Percent 
change from 
prior year 
2012 
483,341 
    
2013 
438,601 
-44,740 
-9% 
2014 
426,930 
-11,671 
-3% 
2015 
438,372 
11,442 
3% 
2016 
411,343 
-27,029 
-6% 
2017 
304,408 
-106,935 
-26% 
2018 
112,287 
-192,121 
-63% 
2019 
133,398 
21,111 
19% 
2020 
167,540 
34,142 
26% 
2021 
323,999 
156,459 
93% 
10-Year Total 
3,240,219   
  
10-Year Average 
324,022   
  
Pre-Storm Average 
(2012-2016) 
439,717   
  
Post-Storm Average 
(2018-2021) 
184,306   
  
Source: NPS 2022a.  
Note: NPS visitation figures are based on a reporting methodology that has not been 
updated since January 2003 (See: VINP Visitor Use Reporting and Counting Procedures at 
https://irma.nps.gov/STATS/FileDownload/32869). Given the changes affecting the park 
since that time (closure of Maho Bay Campground, Caneel Bay Resort, and effects of the 
2017 hurricanes and the COVID-19 pandemic), the accuracy of these figures is uncertain, 
and the figures likely understate visitation.   
 
For further historical context, visitation by decade is presented in Table 2. Visitation in prior decades has been 
much higher than in the most recent decade, with 10-year average visitation above 600,000 in the 1980s, 
1990s and 2000s, as compared to an average of 368,000 in the 2010 decade. This drop in visitation likely 
reflects the effects of recession caused by the financial crisis in 2008, and the hurricanes which hit the island in 
2017.  
Table 2. Average Annual Recreation Visitors 
Decade 
Average Annual 
Recreation Visitors 
1980s 
688,509 
1990s 
617,650 
2000s 
662,675 
2010s 
368,457 
Source: NPS 2022a. 
 
 
 
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Economic Contribution of VINP 
A recent study by the NPS (Cullinane Thomas et al. 2022) looked at the economic contribution of park visitors 
to the regional economy in 2021. For purposes of this analysis the region is defined as the entire territory of 
the USVI. Economic contributions are estimated by multiplying total visitor spending by regional economic 
multipliers.6 Total visitor spending includes spending by both local visitors and non-local visitors who travel to 
VINP from outside the region.7 In 2021, approximately 324,000 visitors spent an estimated $49.3 million in the 
gateway region, which supported a total of 565 jobs, $24.4 million in labor income, $46.0 million in value 
added, and had a total cumulative economic output of $69.6 million (see text box for explanation of each of 
these categories) (NPS 2022b).   
 
As illustrated in Figure 2, in 2021 the lodging sector had the highest direct visitor spending, with $14.6 million 
directly contributed to this sector in the region, followed by the restaurant sector with $12.2 million, then the 
transportation sector with $7.5 million and the retail sector with $6.5 million.    
 
6 For purposes of the analysis, due to data limitations, the island economy of the State of Hawaii is used as a surrogate 
economic region for the USVI for determining economic multipliers.  
7 Visitor spending estimates and patterns are based on a study conducted in the VINP in March 2004; spending figures 
have been inflated to 2020 dollars. Surveys were conducted at nine locations in the park, including Trunk Bay, Annaberg 
Sugar Mill, Boats on moorings, Cruz Bay Visitor Center, Hawksnest Bay, Cinnamon Bay, Maho Bay, Salt Pond Bay, and 
Francis Bay.  See Israel (2004) for more detail on the visitor spending survey effort. 
Economic contributions of the Virgin Islands National Park include the 
following regional economic effects in 2021: 

565 Jobs. Measured as annualized full and part time jobs (e.g., total 
full-time equivalent jobs per year) supported by NPS visitor spending. 

$24.4 million in Labor Income. Includes employee wages, salaries 
and payroll benefits, as well as the incomes of proprietors that are 
supported by NPS visitor spending. 

$46.0 million in Value Added. Measured as the contribution of NPS 
visitor spending to the Gross Domestic Product of a regional 
economy. Value added is equal to the difference between the 
amount an industry sells a product for and the production cost of the 
product. 

$69.6 million  in Economic Output. Measured as the total estimated 
value of the production of goods and services supported by NPS 
visitor spending. Economic output is the sum of all intermediate sales 
(business to business) and final demand (sales to consumers and 
exports).   
(Source: Cullinane Thomas et al. 2022 and NPS 2022b) 
 
 
St. John Economic Profile 
 
9 
 
 
Figure 2. VINP Direct Visitor Spending in 2021 
Source: NPS 2022b.     
Park Operations 
In addition to visitor spending, park employment, operations and construction contribute to the regional 
economy. For fiscal year (FY) 2021, the NPS reports a total of 35 full time equivalent employees and a budget 
of $5.3 million; the FY2023 budget request is $6.3 million (NPS 2022c).  
In 2022, there were a total of 210 Commercial Use Authorization (CUA) permit holders and concessionaires 
operating within the VINP (see Table 3). These CUA permits represent businesses that are supported by the 
existence of the VINP. For many CUA permit holders, operations in the park may make up a significant portion 
of their business. NPS polices do not allow for disclosure of CUA permit holder’s revenues, and information on 
the number of clients served by CUA permit holders is not available from NPS.   
Table 3. Summary of Commercial Use Authorizations and Concessions in VINP 
Type of Business 
Number of Operators 
Day Sail Excursions     
111 
Wedding/Event Planners 
9 
Photography 
7 
Guided Excursions 
11 
Taxi/Tours 
70 
Trunk Bay Watersports Rentals 
1 
Concessions Operations at 
Cinnamon/Trunk Areas 
1 
Total 
210 
Source: Email Communication from VINP Staff, October 14, 2022. 
$2.4 
5%
$1.0 
2%
$3.2 
6%
$14.6 
30%
$2.1 
4%
$12.2 
25%
$6.5 
13%
$7.5 
15%
DIRECT SPENDING (IN MILLIONS)
Camping
Gas
Groceries
Hotels & Other Lodging
Recreation industries
Restaurants
Retail
Transportation
 
 
St. John Economic Profile 
 
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At the time of writing, the VINP had not provided requested information on the number, use and fees 
collected from the moorings in the VINP.  
Tourism Trends 
Readily available data do not identify the number of visitors to St. John specifically.  The annual and monthly 
tourism indicators published by the VIBER combine St. Thomas and St. John into one district as the airport and 
the cruise ship docks serving both islands are all located on St. Thomas. As shown in the graph in Figure 3, 
while the hurricanes in 2017 resulted in a decrease in visitors, the pandemic has had a much greater effect on 
visitation to St. Thomas/St. John in 2020, due to the fact that hotels and rental properties were unable to 
accept new guests from March 23 through May 31, 2020.8 In addition, cruise ship calls were halted for 18 
months (March 2020 through August 2021) 
during the COVID-19 pandemic, and are not 
expected to return to pre-pandemic level 
until 2024 according to the USVI Tourism 
Commissioner Joseph Boshulte (Major 
2022). In 2021, visitation rebounded 
substantially, with a total of 866,113 visitors 
to St. Thomas/St. John, three-quarters of 
which arrived by air. Visitation in 2022 is 
poised to surpass these numbers, with over 
a million visitors to St. Thomas/St. John 
year-to-date through August 2022. Air 
visitation has increased over the past two 
years, while cruise ship calls and visitation 
decreased from 2020 to 2021, due to a halt 
in cruise ship visits. Hotel occupancy for the 
St. Thomas/St. John district also improved 
in 2022, increasing from 65.6 percent in 
2021 to 71.8 percent in 2022 year-to date 
through August 2022 (VIBER 2022). 
St. John has a thriving villa rental market. Available information indicate there are a total of 1,075 active short-
term rental properties (up from 846 in Q3 2019), 94 percent of which are entire home rentals. Approximately 
one-third of these are 1-bedroom homes or studios, 29 percent are two-bedroom and 37 percent are three or 
more bedrooms (Airdna 2022). Given the loss of hotel/campground capacity after the 2017 hurricanes, the 
villa market appears to have grown to meet to demand.  
 
8 See Governor Bryan’s 6th Supplemental Executive Order COVID-19, dated April 29, 2020 (https://www.vi.gov/executive-
orders/).  
“’We [the USVI] received roughly 12 to 15 percent of our 
normal cruise capacity in 2021 and this year we’re at 
somewhere between 25 and 30 percent of where we 
normally are,’ said Joseph Boschulte, the U.S. Virgin 
Islands’ tourism commissioner…. Boschulte predicts 
major cruise lines will sail at 60 percent of capacity by 
the end of this year and through 2023. ‘So 2024 is when 
we expect to be back to where we were pre-COVID’…. 
Meanwhile, Boschulte said that the U.S. Virgin Islands 
has rebounded strongly in terms of air service. ‘Our 
airlift into the territory throughout the pandemic has 
been historic,’ he said. ‘In 2021 we actually set the 
record for the most airlift passengers to come into the 
territory. So we're doing extremely well.’” 
- TravelPulse website April 2022 (Major 2022)  
 
 
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Figure 3. Visitor Arrivals St. Thomas/St. John for 2000 and 2008 – 2022 
Source: VIBER 2022.     
VIBER periodically surveys visitors to determine average visitor spending. The latest survey was conducted in 
2015; a new survey is planned for 2023. Table 4 summarizes visitor spending by district for cruise and air 
passengers. For the St. Thomas/St. John district, in 2015 on average, a cruise visitor spent $253, while air 
visitors spent $1,302 per visitor.  
 
 
 
 
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Table 4. Average Expenditure by Visitor by District: 2015 
 
Cruise Visitors 2015 
Air Visitors 2015 
Expenditure Items 
USVI 
St. Thomas/ 
St. John 
St. Croix 
USVI 
St. Thomas/ 
St. John 
St. Croix 
Hotel and Lodging 
$0.00  
$0.00  
$0.00  
$855.38  
$855.02  
$860.17  
Meals and Drinks 
$19.68  
$24.59  
$14.37  
$253.13  
$250.75  
$281.41  
Taxi/Car Rentals/Tours 
$25.48  
$24.15  
$28.06  
$128.13  
$125.93  
$156.74  
Entertainment/Recreation 
$36.74  
$41.24  
$29.98  
$152.96  
$152.19  
$161.90  
Shopping Expenditures (1) 
$106.19  
$158.55  
$34.10  
$297.22  
$310.78  
$140.03  
Average Total Expenditure 
$251.25  
$252.95  
$219.07  $1,291.61  
$1,302.23  $1,152.39  
Source: VIBER 2015.  
Notes: (1) Shopping expenditures include Souvenirs, Local Arts and Crafts, Jewelry and Watches, Perfume and 
Cosmetics, Leather Goods, Electronics, Liquor and Clothing; breakout is available from the source.  
 
Population and Demographics 
Population and demographics are basic factors to consider in understanding potential limitations for tourism 
development. According to the 2020 Census, the island of St. John had a resident population of 3,881 in 2020, 
making up less than five percent of the USVI population. Table 5 provides a breakdown of St. John population 
by subdistrict, and a comparison of the 2010 and 2020 Census population data.   
Table 5. St. John Population 
Island/District 
Population 
Change  
(2020 less 2010) 
2010 
2020 Number 
Percent 
St. John 
4,170 
3,881 
-289 
-6.9% 
Central Subdistrict 
779 
470 
-309 
-39.7% 
Coral Bay Subdistrict 
634 
724 
90 
14.2% 
Cruz Bay Subdistrict 
2,706 
2,652 
-54 
-2.0% 
East End Subdistrict 
51 
35 
-16 
-31.4% 
St. Thomas 
51,634 42,261 
-9,373 
-18.2% 
St. Croix 
50,601 41,004 
-9,597 
-19.0% 
USVI Total 
106,405 87,146 
-19,259 
-18.1% 
Source: U.S. Census Bureau 2022a.  
 
While the USVI population declined by 18 percent from 2010 to 2020, St. John’s population only decreased by 
seven percent.9 Based on 2020 Census data, the Cruz Bay subdistrict represents just over two-thirds of the 
 
It has been suggested that the 2020 census was an undercount of USVI population due to difficulties of obtaining accurate 
information during the COVID-19 pandemic; however, information is not available to make any adjustments. For 
example, the island area census did not count residents residing in group facilities during the 2020 Census. Census data 
 
 
St. John Economic Profile 
 
13 
 
island’s population (68%), while the Coral Bay area accounts for nearly one-fifth (19%). In 2020, St. John had 
488 school age children (Age 5 to 19); more recent information indicates that there are approximately 500 
children enrolled in three schools on St. John.10 In both St. John and the USVI overall, approximately 20 percent 
of the population was over 65 years of age in 2020; this is slightly higher than the U.S. average of 16.9 percent. 
According to the 2020 Census, approximately 58 percent of the St. John population identify as Black or African 
American (alone or in combination with other races) and 14 percent identify as Hispanic or Latino (of any race). 
Based on the households captured in the 2020 Census, St. John has the highest median household income of 
the three islands at $50,352, as compared to $40,408 for the territory as a whole. Similarly, per capita income 
for St. John is $31,329, substantially higher than the USVI which has per capita income of $26,897. The 2020 
Census indicates that 14 percent of St. John households have incomes below the poverty level, as compared to 
19 percent for the USVI (U.S. Census Bureau 2022a).11 
Business Establishments 
To understand the number of businesses operating on St. John, information was obtained from the VI 
Department of Licensing and Consumer Affairs (DLCA) on the number of business licenses issued on St. John. 
These data indicate that there are a total of 1,041 businesses holding a total of 1,733 active licenses  as of 
November 7, 2022. For purposes of this study, over 200 license categories have been combined and assigned 
into 29 condensed categories (see Table 6). The category with the most business licenses on St. John is Short-
Term Rental, followed by Food and Liquor related licenses and Retail.  
For additional context, the annual average number of employers territory wide has ranged from 3,350 to 3,598 
during the period from 2017 to 2021 based on data from the USVI Bureau of Labor Statistics (VIBLS 2022); 
these data were not available for specific islands. However, employment data are available by Island and are 
presented in the next section. Figure 4 provides a breakdown of these employers by sector type. As shown in 
Figure 4, in 2021, 96 percent of employers in the USVI were in the private sector.  
 
 
 
counts people at the residence where they live and sleep most of the time. If they cannot determine a place where they 
live most of the time, then they are counted where they are staying on Census Day. (US Census Bureau 2022b).  
10 Personal communication from Friends of VINP, January 11, 2023.  
11 To determine poverty status, the Census Bureau uses thresholds (income cutoffs) that vary by family size and the 
number of family members under 18 years old. For example, the 2020 poverty threshold for a four-person family with 
two children under 18 is $26,246 (U.S. Census Bureau 2020).    
 
 
St. John Economic Profile 
 
14 
 
Table 6. Active Business Licenses on St. John as of November 2022 
Assigned Category 
Number of Licenses 
Short-Term Rental 
285 
Food and Liquor 
227 
Retail 
175 
Property Services 
122 
Real Estate Related 
104 
Importer 
103 
Business Related 
74 
Building/Construction 
72 
Arts, Entertainment and Recreation 
69 
Boat Charter/Rental 
56 
Misc. Services 
53 
Apartment Rental 
51 
Rental Business 
51 
Auto Related 
47 
Mail/Trucking/Cargo Services 
44 
Beauty & Health Related 
30 
Car Rental 
27 
Manufacturing 
18 
Advertising 
17 
Commercial Boat, Freight or Pass.(per 
boat) 
17 
Photography Related 
14 
Telecom 
13 
Fishing 
12 
Hotel/Guest House 
12 
Education 
11 
Health Care/Social Work 
9 
Marine 
8 
Wholesaler Other than Liquor 
7 
Farming 
5 
Grand Total 
1,733 
Source: DLCA 2022. 
 
Notes:  
Current data as of November 7, 2022. The 1,733 active licenses represent 
1,041 individual Business Names; many businesses hold more than one 
license. A total of 225 expired licenses are not included in these counts. 
Categories have been assigned to combine license types for purposes of 
this report; DCLA reported 225 different license types. 
 
 
 
St. John Economic Profile 
 
15 
 
 
Figure 4. Number of Business Establishments in USVI 2017-2021 
Source: VI Bureau of Labor Statistics, Quarterly Census of Employment & Wages Program (VIBLS 2022) 
 
Employment 
During the COVID-19 pandemic, the unemployment rate in the USVI and the United States grew to 
extraordinarily high levels; the United States peaked at 14.9 percent in April 2020, while the USVI reached 13.6 
percent in May 2020. While the United States has rebounded more quickly than the territory, the St. 
Thomas/St. John district has rebounded better than the territory as a whole. In the first 11 months of 2022 the 
unemployment rate for St. Thomas/St. John declined from 7.0 percent to 3.9 percent; during this same period, 
the USVI territory wide unemployment fell from 8.4 to 4.6 percent. The unemployment rate in the territory has 
remained higher than the U.S. unemployment rate which ranged from 4.0 percent in January 2022 to 3.6 
percent in November 2022. Figure 5 illustrates unemployment rates over the past two years on St. Thomas/St. 
John as compared to USVI and the United States in 2022.  
3,000
3,100
3,200
3,300
3,400
3,500
3,600
3,700
2017
2018
2019
2020
2021
Annual Average Employers
Private
Territorial
Federal
 
 
St. John Economic Profile 
 
16 
 
 
Figure 5. USVI and St. Thomas/St. John Unemployment Rates 2021-2022  
Source: VIBER 2023a, USBLS 2023.   
In testimony to the USVI legislature in June 2022, the Director of the U.S. Virgin Islands Office of Management 
and Budget, Jennifer O’Neal, predicted that employment growth would grow in 2022; but she also noted that 
“[d]espite the improvement in the labor market, 
however, the territory had about 3,000 fewer jobs in 
April 2022 than it had in February 2020 before the 
pandemic” (Straker 2022).   
As shown in Table 7, as of December 2021, the 
private sector accounted for 96 percent of 
employment on St. John, followed by three percent 
Federal jobs and less than one percent from the 
USVI Government. This differs substantially from the 
rest of the territory, with both St. Thomas and St. 
Croix having closer to 70 percent private and 30 
percent USVI government employment.  
In 2021, approximately 45 percent of the 1,770 employed civilian population of St. John was employed in the 
arts, entertainment, recreation, accommodation, and food services sector, while 15 percent were in the retail 
trade sector, 10 percent were in real estate, rental and leasing sector,  and eight percent were in the 
construction sector (VIBLS 2023).    
 
 
0.0
2.0
4.0
6.0
8.0
10.0
12.0
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
St. Thomas/St. John 2021
St. Thomas/St. John 2022
USVI 2022
US 2022
“The OMB lead said employment growth should 
continue in 2022 but at a slower rate. ‘This, in 
addition to the loss of approximately 20,000 
residents per the 2020 Census, is indicative of 
the difficulties being faced in recruiting that the 
GVI (Government of the Virgin Islands] and 
other entities are enduring,’ she said.” 
- VI Consortium website (Straker 2022)  
 
 
St. John Economic Profile 
 
17 
 
Table 7. Employment by Island and Industry, December 2021 
Employment Count 
  
St. John   
St. Thomas   
St. Croix 
USVI Total 
PRIVATE SECTOR 
Accommodation & Food Services 
781 
3,198 
1,592 
5,571 
Retail Trade 
257 
2,785 
1,649 
4,691 
Real Estate, Rental & Leasing 
169 
404 
326 
899 
Construction 
135 
746 
1,066 
1947 
Transportation & Communication 
81 
732 
418 
1231 
Admin. Support & Waste Mgt. & 
Remediation Serv. 
80 
1,028 
644 
1,752 
Other Services 
69 
420 
914 
1403 
Prof., Sci., & Technical Services 
65 
579 
549 
1193 
Education Services 
65 
331 
219 
615 
Manufacturing 
27 
136 
413 
576 
Health Care & Welfare Services 
14 
804 
913 
1731 
Arts, Entertainment & Recreation 
11 
480 
254 
745 
Information 
9 
270 
207 
486 
Finance & Insurance 
7 
532 
382 
921 
All Other Private 
0 
376 
388 
764 
PRIVATE SECTOR TOTAL 
1,770 
12,799 
9,937 
24,506 
GOVERNMENT SECTOR TOTAL 
6 
5,210 
4,378 
9,594 
FEDERAL SECTOR TOTAL 
60 
577 
307 
944 
GRAND TOTAL 
1,836 
18,854 
14,622 
35,044 
Source: VIBLS 2023.  
 
Real Estate, Housing and Construction 
The island of St. John has seen significant growth in the real estate and construction industries in recent years.  
An August 2022 real estate newsletter noted “[t]he US Virgin Islands housing market is heating up, buoyed by 
strong demand and improving economic conditions, as the world eases pandemic-related travel restrictions” 
(Delmendo 2022). In 2017, only 38 homes were sold on St. John, with an average price of $891,763, while in 
2021, there were a total of 117 home sales with an average price of $1,757,642 (see Table 8). This is 
significantly higher than average prices on the other U.S. Virgin Islands; average home sales price in 2021 was 
$861,503 for St. Thomas and $618,943 for St. Croix (Delmendo 2022). While many factors influence property 
values, the existence of the VINP may impact property values on St. John. The park constrains the amount of 
privately available property on St. John, and may also affect demand for property on St. John, which in turn 
increases price. The most expensive private home for sale on St. John (in January 2023) is a four-bedroom 
waterfront home listed for $12 million; of the 60 homes currently listed, 48 are priced at over $1 million (St. 
John MLS 2023). 
 
 
 
St. John Economic Profile 
 
18 
 
Table 8. St. John Home and Land Sales Data 
MLS Sales Data – St. John, U.S. Virgin Islands 
 
2022 
2021 
2020 
2019 
2018 
2017 
HOME SALES* 
Average 
Sales Price 
$1,562,905 
$1,757,624 
$1,216,419 
$1,169,878 
$1,049,483 
$891,763 
Average Days 
on Market 
340 
378 
450 
436 
534 
426 
Number of 
Transactions 
80 
117 
51 
45 
60 
38 
LAND SALES 
Average 
Sales Price 
$450,974 
$435,208 
$296,847 
$248,815 
$280,547 
$203,053 
Average Days 
on Market 
652 
766 
517 
433 
394 
566 
Number of 
Transactions 
70 
53 
31 
36 
31 
19 
Source: St. John MLS 2023. 
* Note: Home sales do not include condos.  
 
According to the 2020 Census, median housing value on St. John is $591,160 (as compared to $290,558 for the 
USVI). Median gross rent for all renter-occupied housing units is $1,233 on St. John versus $926 for USVI total; 
on St. John 68 percent of renters pay $1,000 or more (as compared to 38 percent for USVI total) (U.S. Census 
Bureau 2022a). 
Housing affordability has been identified as a critical issue in the USVI, and a major issue for employers 
struggling to find employees on the island of St. John (see Business Outlook section below and Wenner 2022). 
Discussions with Scenic Properties and Islandia Real Estate indicate there is currently a shortage of long-term 
rental stock on St. John, and apartments are 
rented within days when they become available. 
As shown in Table 9, current apartment rents 
range from $1,200 to $1,600 for a one-bedroom 
and $2,000 to $3,500 for a two-bedroom 
apartment. In comparison, across the United 
States, the average monthly rent for a two-
bedroom apartment was $1,295 in February 2022 
(Statista 2023).  In a recent opinion piece about 
the USVI’s housing affordability crisis, Mark Wenner, a USVI economist, noted that a standard financial rule of 
thumb is that rental expense should not exceed 30 percent of gross monthly income. 12 Based on the 2020 
 
12 Affordable housing is generally defined as housing on which the occupant is paying no more than 30 percent of gross 
income for housing costs, including utilities (HUD 2023). 
“[T]hree measures (construction cost per 
square foot, residential house price to income 
ratio, and rent to income) indicate an 
unaffordability problem in the Territory.”  
- VI Consortium website (Wenner 2022)  
 
 
St. John Economic Profile 
 
19 
 
Census median household income of $50,352, monthly rent of $1,260 or less would be considered affordable 
on St. John for a household earning median income levels.13   
Table 9. Long-term Rental Rates on St. John 
Long Term Rentals  – St. John, U.S. Virgin Islands 
 
Efficiency 
1BR 
2BR 
3BR 
Apartment Rental Rates(1)(2) 
$850-
$1,100 
$1,200-$1,600 
$2,000-$$3,500 
$2,650 
Whole House Rental Rates(2)(3) 
 
$1,000 - $2,500 
 
$2,500 - $7,000 
Sources:  
(1) Scenic Properties. 
(2) Islandia Real Estate. 
(3) Delmendo 2022.   
 
Contributing to the housing affordability issue is the cost of new construction, which can cost $400+ per square 
foot for masonry construction on St. John (Holiday Homes 2023). This compares to typical building costs 
starting at $250 per square foot for St. Thomas and St. Croix (VInow.com 2023), between $100 to $200 per 
square foot for the U.S. mainland, and from $150 to $180 in Puerto Rico (Wenner 2022). 
Despite the high cost, construction has grown recently in the territory, based on the value of construction 
permits reported by the Department of Planning and Natural Resources (VIBER 2023b). Available data are not 
broken out for St. John specifically; therefore this section presents data for the St. Thomas/St. John district. 
The value of all construction permits on St. Thomas/St. John rose from $116.2 million in 2020 to $206.7 million 
in 2021 and $158.7 million in the first 11 months of 2022. The growth in 2021 was due primarily to public 
construction (the value of intended Federal or Territory government building construction) on St. Thomas/St. 
John which increased over one thousand percent from 2020 to 2021, from $6.6 million in 2020 to $90.6 million 
in 2021, likely reflecting an influx of hurricane recovery funding. This value fell to $24.8 million in the first 11 
months of 2022. In the first 11 months of 2022, the value of private residential construction permits on St. 
Thomas/St. John was $110.2 million, up from $97.6 million in 2021 and $93.7 million in 2020.14   
Charter Industry 
This section presents available information related to the charter business and boating use of waters around 
St. John. Numerous day charter businesses are based on St. John, as well as boat rental businesses. Term 
charters (i.e., charter boats doing overnight trips) visiting St. John are typically based in St. Thomas or the 
British Virgin Islands. In addition to using the moorings in VINP, visiting charter boats anchor in various bays 
around St. John, often including a visit to the Lime Out floating taco bar in Coral Bay and the shops and 
 
13 Based on 2020 Census median household income of $50,352 for St. John, this equates to a monthly income of $4,196.  
Thirty percent of this monthly income would equal a monthly rent of approximately $1,260. 
14 Value of intended construction of new housekeeping residences as well as additions and alterations to existing 
residences. Construction relating to hotels and other structures intended for use as transient accommodations are not 
included. Compiled from Dept. of Planning and Natural Resources approved permits for which estimated value is 
available. 
 
 
St. John Economic Profile 
 
20 
 
restaurants in Cruz Bay. The island of St. John is also home to a lively liveaboard boating community, with 
boats moored in various bays around St. John, including Coral Bay, Great Cruz Bay, and Cruz Bay.  
Day Charter Businesses 
There are several sources of data related to the number of day charter businesses operating in St. John.  
According to DCLA, there are 51 active business licenses for boat charter (one per boat) and five for boat rental 
businesses on St. John (DLCA 2022).15  These data represent only a subset of the charter vessels operating in 
St. John waters. The VINP indicates that they have issued 111 commercial use authorization permits for day 
sail excursions to operate in the VINP. The most comprehensive estimate is likely information from the VI 
Professional Charter Association (VIPCA), which indicates that there are a total of 150 to 200 day charter 
vessels that regularly use St. John waters (Blake 2022). According to businesses surveyed anecdotally, a gypsy 
industry has sprung up to provide shuttles back and forth to the Lime Out taco bar in Coral Bay. VIPCA 
estimates that in 2020-21 season, day charters in the USVI contributed over $45 million to the economy.16   
Term Charter Businesses 
Information from VIPCA indicates that there are a total of 100 to 150 term charter vessels that regularly use St. 
John waters (Blake 2022). VIPCA estimates that in 2020-21 season, term charters (including bareboat charters) 
in the USVI contributed over $42 million to 
the economy.17 One term charter business 
estimates that their guests spend an 
average of $500 during a visit to the Lime 
Out taco bar in Coral Bay, which is a 
popular stop for every charter as well as 
spending at least one day in Cruz Bay for 
shopping and eating out.  A VI Daily News 
article indicates that the USVI charter 
industry growth started in 2017, and has 
continued in part due to pandemic 
protocols put in place in the USVI to help 
make chartering a safer vacation option 
(Abbotts 2022). According to Oriel Blake, 
the Executive Director of VIPCA, “the 
Caribbean Charter industry took a big hit from hurricanes Irma and Maria in 2017, but the U.S. Virgin Islands 
had the benefit of bouncing back quicker than the rest of the Caribbean courtesy of federal funds. Further, 
since most term charter boats were out of territorial waters during hurricane season, they were undamaged” 
(Abbotts 2022).  
 
15 While some of these charter businesses may also provide term charters, it is likely they are primarily operating day 
charters. 
16 Note, these figures include some expenditures which likely would not flow to the USVI economy, including U.S. Coast 
Guard documentation and VINP fees. 
17 Ibid. 
“Really, the growth started in 2017, and as the deep rich 
green came back to the island and the undergrowth had 
the opportunity to grow back in no time at all, the 
industry really flourished in the same way,” Blake said.  
“We have grown dramatically and rapidly, and have 
become, partly through work with VIPCA, much more on 
the map in the world as a destination because of the 
continued energy invested into understanding the Virgin 
Islands a destination quite within its own right.’” 
- Oriel Blake, Executive Director of the VI Professional 
Charter Association (Abbotts 2022, VI Daily News)  
 
 
St. John Economic Profile 
 
21 
 
Mooring and Anchoring Information 
For purposes of understanding the use of the waters around St. John, information regarding the number and 
locations of mooring and anchoring permits issued for marine areas around St. John was requested from 
DPNR; however, no response was received. Similarly, the VINP did not provide requested information about 
the number and use of the moorings installed in the waters of VINP and the Coral Reef National Monument.  
In order to use the territorial waters around St. John, vessels must obtain mooring, anchoring and/or cruising 
permits according to the DPNR website (see https://dpnr.vi.gov/environmental-enforcement/anchoring-
mooring/):  
• 
Any vessels registered in the territory seeking permanent anchorage to which a vessel may be secured 
must apply for a mooring permit.  
• 
All recreational vessels seeking to anchor in the waters of the USVI who do not have a mooring permit 
are required to obtain an anchoring permit.   
• 
Further, vessels seeking overnight anchorage, not registered in the USVI, who are conducting charters 
are required to obtain a cruising permit for a fee of $20/foot per month.  
Within park waters vessels anchoring or mooring within park waters may not exceed 30 nights in a 12-month 
period and no more than seven consecutive nights in one bay. Information on use of park waters is explained 
in the Superintendent’s Compendium (NPS 2022d). Vessels 60 feet or less pay $26/night for overnight mooring 
use; paid at the applicable fee station (NPS 2022d).    
Business Outlook – Anecdotal Observations 
To supplement available economic data, outreach to St. John businesses was conducted to gain a better 
understanding of current business conditions on St. John. Responses were received from only a small number 
of businesses, but the messages were consistent across the business sectors, including hotel/lodging, 
restaurant/retail, and charter/excursion sectors. Key insights are summarized below.  
General Business Outlook   
For the 2021 -22 season, businesses were extremely busy and struggled to find enough staff for all the 
positions they would ideally have filled to operate their business. Several businesses indicated it was their best 
year ever financially and that they continued to be busy all year (i.e., there was no ‘off’ season; shoulder 
seasons and summer remained busy). With many other destinations (including the British Virgin Islands) still 
limiting visitation or just emerging from pandemic-related limitations on visitors, the USVI benefitted from 
pent-up demand for travel. However, a major challenge for many businesses was hiring the optimal number of 
employees, as discussed further below. 
For the current season (2022-23), business is expected to slow somewhat as other destinations have reopened 
after pandemic related closures. Lodging businesses also cited increased airfares as a factor leading to lower 
occupancy. While still expecting a good year, businesses expect a return to something more like pre-pandemic 
levels, with a pattern of seasonal highs and lows. Employment issues have eased, with the businesses who 
responded to the questionnaire indicating that they be able to fill most positions.   
 
 
St. John Economic Profile 
 
22 
 
Hiring Challenges 
A major theme of the responses was the difficulty in operating short-staffed during such a busy 2021-22 
season. Nearly all the businesses responding noted challenges in hiring enough employees during the 2021-22 
season. Some of the respondents noted they had never had hiring issues prior to the COVID-19 pandemic.  
Housing was reported as the number one challenge to hiring and retaining the optimal number of employees. 
The lack of available affordable rental units for staff to live in, as well as what seemed to be fewer responsible 
people looking for work, and a lack of trained/skilled job applicants were identified as issues. Immigration 
issues have also been a challenge for obtaining term charter crew, leading to a crew shortage at times.  Some 
businesses also mentioned competition with other businesses that are paying higher wages as a barrier to 
filling positions. 
For the current season (2022-23), the small sample of businesses responding indicated they have not had the 
same challenges in filling positions as last season, with the exception of maintenance workers (for property 
management businesses) and back of the house positions (e.g., dishwashers for restaurants). While businesses 
seemed generally hopeful that their dire hiring challenges have improved, one business reported still looking 
to hire maintenance, plumbing, electrical, and office staff.  
For those businesses willing to share information, they reported a mix of percentage of employees are Virgin 
Islanders (i.e., someone who is born in the Virgin Islands and/or the descendant of someone born in the Virgin 
Islands). The smaller businesses generally reported few to none, while one larger business reported over 70 
percent of their employees are Virgin Islanders. 
 
 
 
 
 
St. John Economic Profile 
 
23 
 
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24 
 
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St. John Economic Profile 
 
25 
 
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