The URL can be used to link to this page

Home My WebLink About07. Discover Vail Board Book Appendix - VLMD_Brand Perception Report 2024Comprehensive Report November 2024 Vail Local Marketing District Brand Perception Research Table of Contents Research Objectives Methodology Executive Summary Detailed Findings Vail Perceptions Competitive Landscape Demographics Appendix 3 4 6 17 31 49 57 2Vail Local Marketing District – Brand Perception Study 2024 Research Objectives This report presents the findings of a brand perception study conducted on behalf of Vail Local Marketing District (VLMD) by Future Partners. The primary objective of this research is to understand Vail as a summer season travel destination. Specifically, this study was designed to: •Uncover unaided perceptions of Vail’s unique value proposition •Measure key brand metrics such as familiarity, appeal, likelihood to visit, and past visitation •Understand core motivations and deterrents to visiting Vail •Identify perceptions of Vail in terms of both important destination attributes as well as general destination characteristics •Evaluate Vail’s competitive position among specified destinations 3Vail Local Marketing District – Brand Perception Study 2024 Methodology To address the objectives of this research, Future Partners collected data through two approaches: quantitative online survey and qualitative in-depth interviews. Online Survey To qualify for the survey, respondents must have met the following requirements: ●Adults, aged 25+ ●Household income of at least $100,000 ●Taken a t least one overnight leisure trip in the past 12 months ●Resides in one of the following markets: Atlanta, Austin, Chicago, Dallas, Houston, Los Angeles, Miami, Minneapolis, New York City, Omaha, San Diego, San Francisco, Seattle, Tampa, Arizona, Colorado (excluding Vail), or Utah Future Partners collected survey data through two sources: third-party panel provider and VLMD’s owned audiences. Data was collected from July 23 to August 21, 2024. This report includes topline data for each source. ●Panel (n = 600): This source includes an even distribution of respondents across the markets above. The data is weighted based on market population size. ●Owned (n = 274): This source represents a convenience sample. The data is unweighted. 4Vail Local Marketing District – Brand Perception Study 2024 Methodology In-Depth Interviews To be considered for an interview, participants had to meet the following requirements: ●Adults, aged 25+ ●Household income of at least $100,000 ●Taken a t least one overnight leisure trip in the past 12 months ●Resides in one of the following markets: Atlanta, Chicago, Dallas, Denver, Houston, Los Angeles, Miami, New York City, Phoenix, or Seattle ●Familiar with Vail and its competitor destinations: Aspen, Breckenridge, Telluride, and Park City Future Partners conducted 10, 45-minute interviews. The participant composition was balanced across demographics (see participant grid on slide 56). Each participant was compensated $125 USD for their time. 5Vail Local Marketing District – Brand Perception Study 2024 Executive Summary 7 Vail is considered an upscale destination that offers premium skiing, engaging outdoor activities, and beautiful natural scenery. 01 Interview participants describe three major strengths for Vail: •Exceptional skiing for winter sports enthusiasts. •Luxury accommodations and service combined with a sense of exclusivity that creates an unforgettable experience. •A charming and walkable town that provides visitors with a convenient and picturesque environment to explore and enjoy. They also report one primary weakness: •Vail is perceived as an expensive destination. While Vail offers exceptional experiences, rising costs may deter some visitors or impact the overall value of the trip. Vail Local Marketing District – Brand Perception Study 2024 8 Vail exhibits strong brand health among travelers who have previously visited the destination. 02 Most travelers within VLMD’s owned audience have visited the destination in the past three years (94.9%). They are familiar with the destination’s offerings (98.9%), consider it appealing (84.7%), and are likely to visit in the next three years (89.4%). However, the same cannot be said for travelers within the panel audience. Few have visited the destination in the past three years (12.9%). While around half of the panel audience is familiar with Vail’s offerings (45.6%) and find it an appealing destination (51.8%), a smaller share say they are likely to visit Vail in the next three years (28.1%). Vail Local Marketing District – Brand Perception Study 2024 12.9% 45.6%51.8% 28.1% 94.9%98.9%84.7%89.4% 0%20%40%60%80%100% Have Visited Past 3 Years Familiarity Appealing Likely to Visit Next 3 Years Panel Owned Vail Key Brand Metrics 9 Vail excels in attributes that align with its brand, but these attributes tend to hold less significance in selecting a travel destination. 03 Travelers were asked to rate a set of attributes on their importance when selecting a Colorado destination and later asked to evaluate Vail on those same attributes. Among the panel audience, travelers rate Vail highly on luxury experiences (+34pp), boutique shopping (+33pp), and family-friendly activities (+20pp) but few consider these attributes important when selecting a Colorado destination. Notably, the panel audience believes Vail overperforms on summer season outdoor recreation (+14pp), which is considerably higher in terms of importance to destination selection. A similar pattern emerges for the owned audience. These travelers rate Vail highly on luxury experiences (+45pp), boutique shopping (+38pp), and family-friendly activities (+30pp) but few consider these attributes important when selecting a Colorado destination. The owned audience is more critical on how well Vail delivers on summer season outdoor recreation (+3pp), but it is still important to their destination decision. Vail Local Marketing District – Brand Perception Study 2024 10 Vail underperforms for the destination attributes that are most important to selecting a travel destination. 04 Both audiences consider affordability (-49pp panel, -68pp owned), value for the money spent (-45pp panel, -59pp owned), and a welcoming atmosphere (-19pp panel, - 12pp owned) important in their destination decision. However, few rate Vail highly on these same attributes. Vail Local Marketing District – Brand Perception Study 2024 11 Travelers prefer visiting Vail in the summer. 05 Travelers are most excited to visit Vail in the summer (48.8% panel, 79.9% owned), with fall and winter following closely behind. The panel audience says they would most likely visit Vail in the summer (50.8%), while the owned audience is split between summer (67.5%) and winter (63.5%). Interview participants also report a desire to visit Vail in either the summer or the winter seasons. This flexibility in seasonal preferences underscores Vail's appeal as a year-round destination. Vail Local Marketing District – Brand Perception Study 2024 48.8%47.2%43.7%36.3% 79.9% 60.9%74.5% 29.2% 0% 20% 40% 60% 80% 100% Summer (June - August) Fall (September - October) Winter (November - March) Spring (April - May) Panel Owned Excitement to Visit Vail in Each Season 22.3% 50.8% 37.2% 33.6% 13.5% 67.5% 33.9% 63.5% 0%20%40%60%80% Spring (April - May) Summer (June - August) Fall (September - October) Winter (November - March) Panel Owned Season Most Likely to Visit Vail 12 In the summer, Vail attracts potential visitors seeking scenic beauty, outdoor recreation, a culinary scene, and lively events/festivals. 06 When asked to provide Vail’s top summer season visitor experience, both survey audiences provide the unaided response of hiking (41.0% panel, 37.6% owned), followed closely by general outdoor recreation (22.3% panel, 19.0% owned). The owned audience also reports events/festivals (21.9%) as another top summer season experience compared to the panel audience (2.7%). Top motivators to visit Vail in the summer include incredible scenic beauty (93.6% panel, 95.6% owned), outdoor recreation (83.2% panel, 93.8% owned), and a desirable local culinary scene (79.4% panel, 81.0% owned). The owned audience would also be motivated by special events and festivals (85.8%) and live music (78.5%). The top deterrent to visiting Vail in the summer is the perception that the destination is too expensive (41.3% panel, 46.7% owned). The panel audience is also deterred because they don’t know enough about Vail’s summer offerings (35.4%) and believe the destination is not easily accessible (20.5%). Interview participants who have visited Vail in the winter anticipate that a summer visit would allow them to enjoy a broader range of activities at a more relaxed pace. Interview participants who have yet to visit Vail imagine a summer trip that seamlessly merges adventure and relaxation. Vail Local Marketing District – Brand Perception Study 2024 13 The Vail brand typically falls behind Lake Tahoe, Aspen, and Breckenridge. 07 The panel audience has visited Lake Tahoe the most in the past three years (24.8%). As such, they are most familiar with the things for visitors to see and do in Lake Tahoe (60.3%) and say they would most likely visit Lake Tahoe in the next three years (43.7%). Vail falls further behind in terms of past visitation (12.9%), familiarity (45.6%), and likelihood to visit (28.1%). Conversely, the owned audience has visited Vail the most in the past three years (94.9%), is most familiar with Vail’s offerings (98.9%), and is most likely to visit Vail in the next three years (89.4%) compared to the other destinations tested. Vail Local Marketing District – Brand Perception Study 2024 Visitation Past 3 Years 24.8% 14.7% 13.7% 13.5% 12.9% 7.8% 5.8% 49.9% 15.0% 48.5% 27.4% 62.0% 94.9% 33.9% 27.7% 1.1% 0%20%40%60%80%100% Lake Tahoe, CA Aspen, CO Park City, UT Breckenridge, CO Vail, CO Steamboat, CO Telluride, CO None of the above 60.3% 52.0% 45.6% 41.3% 39.2% 30.8% 29.9% 36.1% 67.5% 98.9% 39.8% 78.5% 56.2% 42.0% 0%20%40%60%80%100% Lake Tahoe, CA Aspen, CO Vail, CO Park City, UT Breckenridge, CO Steamboat, CO Telluride, CO 43.7% 38.1% 28.2% 28.1% 19.8% 19.6% 18.2% 17.5% 27.7% 52.2% 54.4% 89.4% 52.2% 32.8% 45.3% 0.7% 0%20%40%60%80%100% Lake Tahoe, CA Aspen, CO Breckenridge, CO Vail, CO Telluride, CO Park City, UT Steamboat, CO None of the above Familiarity Likely to Visit Next 3 Years Panel Owned 14 Marketing should play to Vail’s perceived strength in cultivating luxury experiences. 08 In a quantitative competitive analysis, travelers believe Vail’s strength is its luxury experiences. Additionally, the owned audience says Vail is also strong in offering year- round activities, local events/festivals, family fun, and urban experiences. However, Vail may need to differentiate itself from nearby destinations as travelers say some of its competitors exhibit the same strengths. Vail Local Marketing District – Brand Perception Study 2024 15 There’s opportunity to increase desired perceptions about Vail. 09 In the same quantitative competitive analysis, the brand characteristics of an authentic local community, a charming downtown, and year-round activities are either considered neutral or small weaknesses for Vail depending on the particular survey audience. Therefore, Vail could develop marke ting campaigns to increase desired perceptions and fill gaps where its competitors fall short. Vail Local Marketing District – Brand Perception Study 2024 16 Qual competitive analysis 10 Vail Local Marketing District – Brand Perception Study 2024 VAIL Visitor Experience •Luxurious amenities and services •Scenic nature •Outdoor activities •Quaint community atmosphere Emotional Connection •Excitement •Serenity •Nostalgia Strengths •Exceptional skiing •Luxury and exclusivity •Charming and walkable town Weaknesses •Expensive Adventure Seekers Elite Jetsetters ASPEN Visitor Experience •Outdoor adventure •Glitz and glamour Emotional Connection •Excitement •Thrill •Intrigue Strengths •Premium skiing •Luxury and exclusivity •A place for both adventure and relaxation Weaknesses •Expensive •Crowded BRECKENRIDGE Visitor Experience •Scenic nature •Outdoor activities •Laid-back, local scene •Rich culture and history Emotional Connection •Happiness •Nostalgia •Authenticity Strengths •Historic charm •Welcoming atmosphere •Outdoor adventure, particularly for skiing Weaknesses •Increasing popularity •Historical significance not known •Less brand recognition TELLURIDE Visitor Experience •Outdoor adventure •Cultural experiences Emotional Connection •Excitement •Joy Strengths •Ability to attract diverse audiences •Small-town charm •Authentic community •Fewer crowds Weaknesses •Accessibility •Marginally expensive •Less brand recognition PARK CITY Visitor Experience •Outdoor activities •High-quality dining and entertainment Emotional Connection •Nostalgia •Tranquility Strengths •Upscale and exclusive •Scenic nature •Outdoor activities •Easily accessible •Small-town feel Weaknesses •Marginally expensive •Proximity to Salt Lake City •Lacks small-town charm Vail Perceptions About half of the panel audience is familiar with Vail’s offerings, with 51.8 percent finding it an appealing destination; yet a smaller share say they are likely to visit Vail in the next three years (28.1%). The percentages for these metrics are much more elevated for the owned audience compared to the panel audience. 18 12.9% 45.6%51.8% 28.1% 94.9%98.9% 84.7%89.4% 0% 20% 40% 60% 80% 100% Have Visited Past 3 Years (yes) Familiarity (familiar + very familiar) Appealing (8 + 9 + 10 extremely appealing) Likely to Visit Next 3 Years (yes) Panel Owned Vail Key Brand Metrics Question: Key brand metrics (see following slides) Base: Panel audience (n = 600). Owned audience (n = 274).Vail Local Marketing District – Brand Perception Study 2024 19 Vail Attribute Importance Question: How important would each of the following be when selecting the places you would visit in Colorado? | Please rate Vail as a leisure destination for the following attributes. Base: Panel audience (n = 600).Vail Local Marketing District – Brand Perception Study 2024 -4% -19% -1% -45%-49% -19% 14% -29% 5% -3% 8% 20% 34%26%16% 33% -60% -40% -20% 0% 20% 40% 60% However, they also believe Vail underperforms on attributes that are important to their destination decision including affordability (-49pp), value for the money spent (-45pp), and a welcoming atmosphere (-19pp). The panel audience believes Vail overperforms on attributes important to its brand including luxury experiences (+34pp), family-friendly activities (+20pp), and summer recreation (+14pp). OVERPERFORMS More panel travelers rate Vail as good or very good for the attribute than say the attribute is important or very important when selecting a Colorado destination UNDERPERFORMS More panel travelers say the attribute is important or very important when selecting a Colorado destination than rate Vail as good or very good for the attribute (Attributes ordered from least to most important when selecting a Colorado destination) 20 Vail Attribute Importance Question: How important would each of the following be when selecting the places you would visit in Colorado? | Please rate Vail as a leisure destination for the following attributes. Base: Owned audience (n = 274).Vail Local Marketing District – Brand Perception Study 2024 -1%-1%-12% 3% -59% 2% -68% 11% -29% 10% 45% 30%31%38% -9% 16% -80% -40% 0% 40% 80% However, they also believe Vail underperforms on attributes that are important to their destination decision including affordability (-68pp), value for the money spent (-59pp), and a welcoming atmosphere (-12pp). The owned audience believes Vail overperforms on attributes important to its brand including luxury experiences (+45pp), boutique shopping (+38pp), and family-friendly activities (+30pp). OVERPERFORMS More panel travelers rate Vail as good or very good for the attribute than say the attribute is important or very important when selecting a Colorado destination UNDERPERFORMS More panel travelers say the attribute is important or very important when selecting a Colorado destination than rate Vail as good or very good for the attribute (Attributes ordered from least to most important when selecting a Colorado destination) Travelers are most excited to visit Vail in the summer (48.8% panel, 79.9% owned), with fall and winter following closely behind. Travelers are least excited to visit Vail in the spring (36.3% panel, 29.2% owned). 21 48.8%47.2%43.7% 36.3% 79.9% 60.9% 74.5% 29.2% 0% 20% 40% 60% 80% 100% Summer (June - August) Fall (September - October) Winter (November - March) Spring (April - May) Panel Owned Excitement to Visit Vail in Each Season Question: How excited would you be to visit Vail, Colorado for leisure in each of the following seasons? Base: Panel audience (n = 600). Owned audience (n = 274). (% showing 8 + 9 + 10 extremely excited) Vail Local Marketing District – Brand Perception Study 2024 The panel audience says they would most likely visit Vail in the summer (50.8%). The owned audience is split between summer (67.5%) and winter (63.5%). 22 Season Most Likely to Visit Vail 22.3% 50.8% 37.2% 33.6% 13.5% 67.5% 33.9% 63.5% 0%20%40%60%80% Spring (April - May) Summer (June - August) Fall (September - October) Winter (November - March) Panel Owned Vail Local Marketing District – Brand Perception Study 2024 Question: In which season(s) would you most likely visit Vail, Colorado? Select all that apply. Base: Panel audience (n = 600). Owned audience (n = 274). I definitely want to go back to Vail. I’d check into a hotel, plan on a hike, find where I want to eat. Maybe go out for some drinks at night. There's endless choices on that aspect. 23 Interview participants who have visited Vail in the winter believe a summer visit would allow them to explore the destination’s outdoor and social offerings. Base: Interview participants (n = 10).Vail Local Marketing District – Brand Perception Study 2024 A Different Vail Experience Among interview participants who visited Vail, most skied in the winter season. They anticipate that a summer visit would allow them to enjoy a broader range of activities at a more relaxed pace, moving away from the intense focus on skiing to a more leisurely exploration of Vail’s outdoor and social offerings. They expect to: •Engage in outdoor activities available in the summer months including hiking, mountain biking, and e-biking. This shift in focus from skiing to other outdoor recreation suggests a desire to engage with the natural beauty of the area in a different way. •Explore the town which would provide opportunities for shopping, dining, and socializing in a more relaxed atmosphere compared to the bustling ski and holiday season. •Enjoy various arts and cultural attractions as well as community-oriented events such as concerts and festivals, which may not be accessible during the winter months. The pleasant summer temperatures are seen as added value to those from hotter climates like Miami and Phoenix. “ ” I haven’t really explored the downtown area, so I’d like to do that. Check out some restaurants, breweries, maybe some art galleries. “ ” I would like to go explore, do nature walks, get fresh air. I’d also like to go shopping in their downtown and pick up knickknacks. I love buying souvenirs. 24 Interview participants who have not visited Vail envision a summer trip filled with outdoor activities, nature exploration, and a peaceful atmosphere. Base: Interview participants (n = 10).Vail Local Marketing District – Brand Perception Study 2024 A Potential Summer Trip to Vail Interview participants who have not yet visited Vail imagine a summer trip that seamlessly merges adventure and relaxation. They envision immersing themselves in nature and enjoying various outdoor activities, with a particular emphasis on hiking and nature walks. Their summer trip includes tranquil moments in nature, coupled with the ease of exploring downtown and the comfort of upscale amenities. This indicates a preference for activities that allow them to disconnect from the hustle and bustle of everyday life. Furthermore, they anticipate dining outdoors to enjoy the pleasant summer temperatures while savoring the local cuisine. Some even mention seeking out fine dining options, capitalizing on Vail’s reputation for luxury. “ ” I'm a big lover of walking tours. So, if there is a downtown walking tour or a ranger-led walk in the park, I would like that. “ ” When asked to provide Vail’s top summer season visitor experience, the panel audience predominately says hiking (41.0%). The owned audience also says hiking (37.6%). However, they overwhelming report events/festivals (21.9%) as another top summer season experience compared to the panel audience (2.7%). 25 Vail’s Top Summer Season Visitor Experience (unaided) Vail Local Marketing District – Brand Perception Study 2024 Question: Think of Vail, Colorado as a place to visit for leisure during the summer. What is the top summer season visitor experience Vail offers? Base: Panel respondents (n = 600). Owned respondents (n = 274). 41.0% 22.3% 9.7% 2.7% 2.7% 2.2% 1.5% 1.2% 1.2% 1.0% 3.0% 11.7% 37.6% 19.0% 6.9% 21.9% 3.6% 1.5% 4.0% 1.5% 0.0% 0.7% 2.6% 0.7% 0%10%20%30%40%50% Hiking Outdoor recreation Scenic views Events/Festivals Weather Unique experiences Dining Cultural activities Family/Group activities Relaxation/Wellness Other Not sure/Don't know Panel Owned Top motivators to visit Vail in the summer include scenic beauty (93.6% panel, 95.6% owned), outdoor recreation (83.2% panel, 93.8% owned), and culinary scene (79.4% panel, 81.0% owned). The owned audience would also be motivated by special events and festivals (85.8%) and live music (78.5%). 26Vail Local Marketing District – Brand Perception Study 2024 Question: In terms of motivating you to take a trip to Vail during the summer, how appealing do you find each of the following? Base: Panel audience (n = 600). Owned audience (n = 274). 93.6% 83.2% 79.4% 72.9% 63.3% 59.5% 57.6% 53.2% 95.6% 93.8% 81.0% 85.8% 78.5% 48.5% 40.1% 35.8% 0%20%40%60%80%100% Incredible scenic beauty Outdoor recreation such as hiking, biking, etc. Desirable local culinary scene Special events/festivals Live music Family-friendly attractions Brewery and distillery experiences Spa and wellness activities Panel Owned Motivations to Visit Vail in the Summer (% showing appealing + very appealing) The top deterrent to visiting Vail in the summer is the perception that Vail is too expensive (41.3% panel, 46.7% owned). The panel audience is also deterred because they don’t know too much about Vail’s summer offerings (35.4%) and believe the destination is not easily accessible (20.5%). 27Vail Local Marketing District – Brand Perception Study 2024 Question: What keeps you from visiting Vail, Colorado during the summer season? Select all that apply. Base: Panel audience (n = 600). Owned audience (n = 274). Deterrents to Visiting Vail in the Summer 41.3% 35.4% 20.5% 11.4% 8.3% 7.1% 6.8% 4.4% 2.9% 18.4% 46.7% 7.3% 10.9% 15.3% 1.5% 15.7% 6.2% 0.4% 4.4% 33.9% 0%10%20%30%40%50% Vail is too expensive I don’t know much about Vail’s summer offerings Vail is too difficult to get to Vail is too crowded I am not interested in what Vail offers as a travel experience Been there, done that There is not enough to do in the destination outside of winter Too remote, rural, or wild Vail does not have enough for kids to do None of the above Panel Owned Less than one-in-five of the panel audience recalls seeing advertisements for Vail in the past twelve months (16.0%). Conversely, the owned audience recalls seeing advertisements for Vail in the past 12 months (77.3%). 28Vail Local Marketing District – Brand Perception Study 2024 Question: In the past 12 months, do you recall seeing any advertisements for Vail, Colorado as a place to visit? Base: Panel audience (n = 600). Owned audience (n = 274). Paid Ad Recall P12M Vail Yes 16.0% No 77.3% I don't know 6.7% Panel Owned Yes 78.8% No 14.2% I don't know 6.9% Similar to ad recall, earned media recall is relatively low amongst the panel audience (14.2%). Meanwhile, two-thirds of the owned audience recalls seeing articles, stories, and blogs written about Vail in the past 12 months (66.8%). 29Vail Local Marketing District – Brand Perception Study 2024 Question: In the past 12 months, do you recall seeing any articles, stories, or blogs written (in print or online) about Vail, Colorado as a place to visit? Base: Panel audience (n = 600). Owned audience (n = 274). Earned Ad Recall P12M Vail Yes 14.2% No 81.5% I don't know 4.3% Panel Owned Yes 66.8% No 24.5% I don't know 8.8% Word -of-mouth recall for the panel audience is higher than both ad recall and earned media recall (23.7%). A majority of the owned audience, however, recalls hearing friends and family talk about Vail in the past 12 months (79.2%). 30Vail Local Marketing District – Brand Perception Study 2024 Question: In the past 12 months, do you recall any of your friends or relatives talking (in person or on social media) about Vail, Colorado as a place to visit? Base: Panel audience (n = 600). Owned audience (n = 274). Word of Mouth Recall P12M Vail Yes 23.7% No 73.6% I don't know 2.8% Panel Owned Yes 79.2% No 18.6% I don't know 2.2% Competitive Landscape The panel audience most wants to visit Denver (61.3%) in the summer, followed by Colorado Springs (29.6%) and Aspen (22.8%). Conversely, the owned audience most wants to visit Vail (64.2%) in the summer, following by Telluride (33.6%) and Aspen (26.6%). 32 Colorado Destination for Summer Season (unaided) 61.3% 29.6% 22.8% 19.9% 13.5% 9.8% 7.2% 7.2% 5.7% 4.8% 1.2% 1.2% 0.3% 13.5% 8.4% 26.6% 4.4% 64.2% 12.4% 8.0% 4.7% 33.6% 13.9% 9.9% 7.3% 12.8% 0%20%40%60%80% Denver Colorado Springs Aspen Boulder Vail Breckenridge Durango Estes Park Telluride Steamboat Crested Butte Ouray Beaver Creek Panel Owned Vail Local Marketing District – Brand Perception Study 2024 Question: When you think of your next vacation within Colorado during the summer season, where do you most want to visit? Base: Panel respondents (n = 600). Owned respondents (n = 274). (% showing top 10 responses per audience) The panel audience has visited Lake Tahoe the most in the past three years (24.8%), with fewer who have visited Vail (12.9%). 33 24.8% 14.7% 13.7% 13.5% 12.9% 7.8% 5.8% 49.9% 15.0% 48.5% 27.4% 62.0% 94.9% 33.9% 27.7% 1.1% 0%20%40%60%80%100% Lake Tahoe, CA Aspen, CO Park City, UT Breckenridge, CO Vail, CO Steamboat, CO Telluride, CO None of the above Panel Owned In fact, half of the panel audience has not visited any of the destinations listed in the past three years (49.9%). On the other hand, the vast majority of the owned audience has visited Vail in the past three years (94.9%), followed by Breckenridge (62.0%) and Aspen (48.5%). Have Visited Destination in Past 3 Years Vail Local Marketing District – Brand Perception Study 2024 Question: Which of the following destinations have you visited as part of a leisure trip in the past three (3) years? Select all that apply. Base: Panel audience (n = 600). Owned audience (n = 274). The panel audience is most familiar with the things for visitors to see and do in Lake Tahoe (60.3%), followed by Aspen (52.0%) and Vail (45.6%). 34 Conversely, the owned audience is most familiar with Vail’s offerings (98.9%), followed by Breckenridge (78.5%) and Aspen (67.5%). Vail Local Marketing District – Brand Perception Study 2024 60.3% 52.0% 45.6% 41.3% 39.2% 30.8% 29.9% 36.1% 67.5% 98.9% 39.8% 78.5% 56.2% 42.0% 0%20%40%60%80%100% Lake Tahoe, CA Aspen, CO Vail, CO Park City, UT Breckenridge, CO Steamboat, CO Telluride, CO Panel Owned Familiarity Destination (% showing familiar + very familiar) Question: How familiar are you with the attractions and things to see and do in each of these destinations? Base: Panel audience (n = 600). Owned audience (n = 274). The panel audience says they are most likely to visit Lake Tahoe (43.7%) and Aspen (38.1%) in the next three years, followed by Breckenridge (28.2%) and Vail (28.1%). 35 However, the owned audience reports it is most likely to visit Vail in the next three years (89.4%), with Breckenridge (54.4%), Aspen (52.2%), and Telluride (52.2%) next in line but falling much further behind. Vail Local Marketing District – Brand Perception Study 2024 43.7% 38.1% 28.2% 28.1% 19.8% 19.6% 18.2% 17.5% 27.7% 52.2% 54.4% 89.4% 52.2% 32.8% 45.3% 0.7% 0%20%40%60%80%100% Lake Tahoe, CA Aspen, CO Breckenridge, CO Vail, CO Telluride, CO Park City, UT Steamboat, CO None of the above Panel Owned Likely to Visit Destination in Next 3 Years Question: Which of the following destinations are you likely to visit as part of a leisure trip in the next three (3) years? Select all that apply. Base: Panel audience (n = 600). Owned audience (n = 274). Vail Local Marketing District – Brand Perception Study 2024 36 Attributes Destination 1 Destination 2 Destination 3 Destination 4 Destination 5 Destination 6 Destination 7 Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5 Attribute 6 Attribute 7 Attribute 8 Attribute 9 Attribute 10 Big weakness Small weakness Small strength Big strength Brand Image Profiling: A Competitive Analysis Tool Brand image profiling is a tool used to easily distinguish one brand (or destination) from another across a set of attributes. Oftentimes, bigger or well-known brands receive higher ratings in surveys compared to smaller or lesser-known brands because respondents are more familiar with those brands. Brand image profiling mathematically eliminates brand size to showcase each brand’s strengths and weaknesses in relation to one another. The difference in actual versus expected scores determines the magnitude of each brand’s strengths and weaknesses. How well a brand performs depends on the competitors and attributes included in the survey. Vail Local Marketing District – Brand Perception Study 2024 37 Attributes Vail, CO Aspen, CO Breckenridge, CO Steamboat, CO Telluride, CO Lake Tahoe, CA Park City, UT Outdoor recreation (e.g., hiking, biking) Luxury experiences (e.g., gourmet dining, elevated accommodations) Year-round activities and attractions Charming downtown Local events and festivals Family fun Authentic, active local community Urban (city) experiences (e.g., arts and culture, nightlife) Summer vacation Value for money spent in the destination The panel audience believes Vail excels in luxury experiences but falls short on being a summer destination and good value for the money spent – similar to Aspen’s evaluation. Big weakness Small weakness Small strength Big strength Question: For each attribute below, please select the destination(s) that best align with that attribute. Base: Panel audience (n = 600). While Lake Tahoe is the only competitor viewed as a summer destination, it also has many perceived weaknesses including luxury experiences, a charming downtown, local events/festivals, and an authentic, active local community. AC T U A L V A I L R A T I N G S (h i g h t o l o w ) Vail Local Marketing District – Brand Perception Study 2024 38 Attributes Vail, CO Aspen, CO Breckenridge, CO Steamboat, CO Telluride, CO Lake Tahoe, CA Park City, UT Year-round activities and attractions Outdoor recreation (e.g., hiking, biking) Summer vacation Local events and festivals Luxury experiences (e.g., gourmet dining, elevated accommodations) Family fun Charming downtown Urban (city) experiences (e.g., arts and culture, nightlife) Authentic, active local community Value for money spent in the destination Big weakness Small weakness Small strength Big strength Question: For each attribute below, please select the destination(s) that best align with that attribute. Base: Owned audience (n = 274). The owned audience believes Vail excels in luxury experiences, year-round activities, local events/festivals, family fun, and urban experiences. Vail’s perceived weaknesses include value for the money spent, a charming downtown, and an authentic, active local community. In terms of a summer vacation destination, this is a perceived strength for Lake Tahoe but a perceived weakness for Aspen and Park City. AC T U A L V A I L R A T I N G S (h i g h t o l o w ) 39Base: Interview participants (n = 10).Vail Local Marketing District – Brand Perception Study 2024 VAIL, COLORADO – QUALITATIVE ASSESSMENT Top of Mind Association Most travelers perceive Vail as an elite destination offering premium skiing experiences, breathtaking scenery, engaging outdoor activities, and ample relaxation. However, one traveler expresses negative sentiment, stating that the town’s reputation did not align with their expectations – Vail was not visually appealing, charming, or welcoming. Visitor Experience Expectations around a Vail visitor experience typically fall into one of three categories: •Upscale and luxurious: Indulge in high-quality dining, accommodations, and customer service to unwind and pamper oneself. •Nature exploration: Explore Vail’s natural beauty through outdoor activities such as hiking and skiing. •Community life: Experience the local community by exploring the town’s quaint atmosphere and engaging in dining and shopping opportunities. Travelers are divided between visiting Vail in the winter for skiing or the summer for hiking, biking, and/or golf. This flexibility in seasonal preferences underscores Vail's appeal as a year- round destination. Strengths Travelers report three big strengths for Vail: •Exceptional skiing for winter sports enthusiasts. •Luxury accommodations combined with a sense of exclusivity that create an unforgettable experience. •Charming and walkable town provides visitors with a convenient and picturesque environment to explore and enjoy. Other notable strengths include a wide range of family-friendly activities and a tranquil, inviting atmosphere. Emotional Connection Travelers generally express excitement and enthusiasm for Vail’s skiing opportunities, luxurious amenities, and exclusive ambiance. Moreover, Vail evokes a sense of serenity, providing an escape from the hustle and bustle of everyday life and allowing visitors to reconnect with nature. Those who have previously visited Vail express feelings of “pure happiness” and nostalgia, particularly when recalling family vacations, emphasizing the town’s family-friendly atmosphere. Weaknesses Most travelers perceive Vail as an expensive destination. While Vail offers exceptional experiences, rising costs may deter some visitors or impact the overall value of the trip. A few travelers suggest that rising expenses may limit access to a more diverse set of visitors while another traveler expresses concern around how this may impact quality of service if hospitality staff cannot afford to live in the area. Interestingly, one traveler indicates that Vail’s biggest weakness is the perception that the town revolves solely around ski season. 40 “The biggest strength for Vail is that it has the best options for everything: from the skiing to the dining options to the freedom of walking around from village to village. I love the place.” - Kirk (Male, Gen X, Houston) Question: What is Vail’s biggest strength as a place to visit? 41Base: Interview participants (n = 10).Vail Local Marketing District – Brand Perception Study 2024 ASPEN, COLORADO – QUALITATIVE ASSESSMENT Top of Mind Association Travelers perceive Aspen as a glamorous ski destination offering luxury, upscale experiences and outdoor adventure. While one participant refers to Aspen as a “direct competitor to Vail,” another says it is slightly larger than Vail that offers a vibrant après ski culture, suggesting that it is perceived as a more bustling and lively mountain town. Visitor Experience Travelers expect a unique blend of adventure and glamour. They desire outdoor recreation as well as upscale dining and accommodations with high-quality service. This is a destination for those willing to splurge. One participant expects to engage in unique, sophisticated events. Most travelers want to visit Aspen in the winter for skiing, though a handful would choose a different season to experience other outdoor activities such as hiking or biking. Strengths Travelers perceive three major strengths for Aspen: •Premium skiing experience for winter sports enthusiasts. •Beautiful natural surroundings contribute to its reputation as a desirable location for both adventure and relaxation. •Hub for luxury and exclusivity draws visitors seeking high-end experiences. Other notable strengths include access to unique events and festivals. Emotional Connection Travelers express feelings of excitement about skiing as well as a sense of thrill and intrigue at the thought of being in a place frequented by celebrities and influential individuals. This emotional connection indicates that Aspen offers not only recreational opportunities but also a sense of belonging to an elite social scene, enhancing its allure as a travel destination. Weaknesses Most travelers perceive Aspen as an expensive destination. While Aspen offers upscale experiences, increasing costs may deter some visitors or impact the overall value of the trip. One participant expresses concerns about the availability of service staff in the area due to the high cost of living, which may affect the quality of service received. Furthermore, some travelers say Aspen can be very crowded, especially during peak season or special events. This congestion may detract from the overall experience for some visitors, particularly those seeking a more tranquil environment. One participant mentions that Aspen is "a bit remote," which may make it less accessible compared to other mountain destinations. 42 “I would say a lot of adventure, fun, unexpected meetings with people you might meet there. You don’t know who you may come across. I just get this luxurious, high-end feeling. Like red carpet-ish feeling.” - Tiffany (Female, Gen X, Powder Springs) Question: What type of experience would you expect to have while visiting Aspen? 43Base: Interview participants (n = 10).Vail Local Marketing District – Brand Perception Study 2024 BRECKENRIDGE, COLORADO – QUALITATIVE ASSESSMENT Top of Mind Association Most travelers perceive Breckenridge as a mountain destination that offers outdoor recreation, particularly skiing. A few mention its rich history and culture, while one perceives it as a “younger” version of Vail, catering to a more youthful and hipper demographic. Visitor Experience Most travelers anticipate immersing themselves in nature and engaging in outdoor recreational activities such as skiing, hiking, or biking. They envision a laid-back experience, indulging in local cuisine and handcrafted libations. One participant expresses interest in learning about the town’s history, while another fondly remembers family-oriented activities. Travelers say they would visit Breckenridge in any season, though their responses lean toward winter for ski season. Strengths Travelers perceive a couple major strengths for Breckenridge: •Historic charm creates a quaint, welcoming, and authentic atmosphere. •Desirable location for outdoor enthusiasts, particularly for skiing. Other notable strengths include affordability, family-friendly environment, and a local culinary scene. Emotional Connection Travelers who have visited Breckenridge recall experiences with a sense of happiness, fondness, and nostalgia for the destination. Travelers who have not visited Breckenridge have limited familiarity and thus do not express a strong emotional connection to the destination. One participant, however, appreciates the town’s authenticity and historical significance. Weaknesses A few perceived weaknesses are reported by travelers: •Breckenridge’s growing popularity can lead to overcrowding, potentially detracting from the overall experience for those seeking a more relaxed environment. •Breckenridge may not be as well-known for its historical significance, which could attract certain visitors. •Breckenridge may not have the same level of recognition or prestige as destinations like Aspen or Vail, which could influence some visitors’ destination decision. 44 “It has a lot of culture, so you can learn something new.It has parks and beautiful mountains, so lots of outdoor activities to do.It's charming, it has a lot of historic charm.” - Marlene (Female, Millennial, Miami) Question: What first comes to mind when you think about Breckenridge as a travel destination? 45Base: Interview participants (n = 10).Vail Local Marketing District – Brand Perception Study 2024 TELLURIDE, COLORADO – QUALITATIVE ASSESSMENT Top of Mind Association Most travelers perceive Telluride as a mountain destination characterized by outdoor activities, including skiing, hiking, biking, and golf. One participant considers Telluride a charming and inviting place, emphasizing its community-oriented atmosphere while another describes it as a "festival town." Visitor Experience When visiting Telluride, travelers anticipate a unique blend of outdoor adventures and cultural experiences, reflecting the destination’s diverse offerings. Telluride is perceived as a place that provides year-round outdoor activities, allowing individuals to immerse themselves in nature’s beautiful surroundings. Additionally, visitors expect a vibrant and lively atmosphere centered around music, events, and festivals, catering to a wide range of interests. Travelers say they would visit Telluride in any season, indicating the variety of experiences available throughout the year. Strengths Travelers perceive many strengths for Telluride: •Offers beautiful natural landscapes and opportunities for outdoor activities. •Ability to attract diverse audiences with different demographics and interests through various outdoor adventures and cultural events. •Has a small-town charm and an authentic, friendly community which makes visitors feel welcome and at home. •Feels less crowded than other mountain destinations, which can create a more relaxed, enjoyable, and intimate experience. Other notable strengths include walkability and a family-friendly environment. Emotional Connection Most travelers express a sense of excitement and joy when thinking about Telluride. For some, this positive sentiment is tied to the ability to connect with nature and engage in outdoor adventure. For others, it’s their experience with the town’s festivals and community-driven atmosphere, suggesting an emotional connection tied to the people and the arts. As one participant puts it, being in Telluride gives them a “natural high.” Weaknesses Telluride is often described by travelers as “very remote,” making it more challenging to reach compared to other mountain destinations. The town’s accessibility is limited, despite having a nearby regional airport, which may contribute to the higher travel costs associated with visiting. Additionally, Telluride can become quite expensive during peak festival seasons. Some travelers note that Telluride may not have the same level of recognition as destinations like Aspen or Vail, which could influence some visitors’ destination decision. One traveler suggests that Telluride’s small-town feel might be a drawback for some visitors seeking more in-market options. 46 “I'm a big Telluride fan.I think of it primarily as a festival town.They have a lot of festivals in the park.My wife and I enjoy these festivals and the music, which spreads into the town. There’s the main street and other places where these bands show up.And it's just really a fun town.” - Rod (Male, Boomer, Phoenix) Question: What first comes to mind when you think about Telluride as a travel destination? 47Base: Interview participants (n = 10).Vail Local Marketing District – Brand Perception Study 2024 PARK CITY, UTAH – QUALITATIVE ASSESSMENT Top of Mind Association Most travelers perceive Park City as an upscale mountain destination known for its exceptional skiing, outdoor exploration, cultural events, and proximity to Salt Lake City, Visitor Experience Travelers expect to participate in seasonal activities such as skiing during the winter and hiking, biking, and camping during the summer. Additionally, they seek to immerse themselves in the town’s vibrant atmosphere, characterized by its “amazing main street.” This central throughfare offers a diverse array of high-quality dining, captivating entertainment options, and exceptional customer service, all of which contribute to the overall experience. One traveler appreciates the opportunity to explore nearby Salt Lake City, enriching their vacation with an urban adventure. Travelers acknowledge that Park City can be visited year-round, making it difficult to select one season in which to visit. Strengths Travelers perceive three primary strengths for Park City: •Reputation as an upscale destination, which contributes to its exclusive appeal. •Opportunity to connect with nature and its abundance of seasonal outdoor activities. •Near Salt Lake City, making it easily accessible while still offering a small-town feel so that travelers can enjoy both city and mountain experiences. Other notable strengths include local festivals and a family-friendly atmosphere. Emotional Connection Travelers who have visited Park City express a sense of fondness and nostalgia for the destination. Travelers who have not visited Park City still have a strong positive connection to the destination and see it as a place to escape the hustle and bustle of city life, indulge in its tranquility, and reconnect with the outdoors. One participant feels a sense of belonging to an exclusive crowd while another expresses a sense of comfort in knowing that it is easy to access. Weaknesses Travelers mention a few perceived weaknesses for Park City: •While travelers acknowledge Park City’s proximity to Salt Lake City may attract visitors, some also say it can invite more crowds. •Some travelers perceive Park City as an expensive destination. The exclusive nature of the town can deter and limit the diversity of visitors. •A few travelers believe Park City might not fully embody the quintessential charm of a quaint mountain town. 48 “You can go skiing in the winter or hiking in the summer. You can go there and really disconnect, enjoy the different scenery. It’s pretty close to Salt Lake City, so more accessible. A small town, but close to the big city.” - Kylea (Female, Millennial, Redmond) Question: What type of experience would you expect to have while visiting Park City? Demographics Vail Local Marketing District – Brand Perception Study 2024 50 Demographics: Survey Panel Audience Gender Generation Ethnicity Orientation ● Male, 49.0% ● Female, 51.0% ● Gen Z, 2.2% ● Millennials, 29.5% ● Gen X, 33.5% ● Boomers+, 34.8% ● White, 82.8% ● Black or African American, 4.6% ● Asian, 7.9% ● Hispanic or Latino, 9.3% ● Other, 2.8% ● Heterosexual, 95.4% ● Gay/Lesbian/Bisexual, 4.0% ● Other, 0.6% Mean Age = 52.9 years Vail Local Marketing District – Brand Perception Study 2024 51 Marital Status Children in Household Household Income ● $100,000-$124,999, 21.8% ● $125,000-$149,999, 26.0% ● $150,000-$199,999, 27.2% ● $200,000-$249,999, 13.7% ● $250,000 or more, 11.4% ● 0 children, 63.0% ● 1 child, 14.1% ● 2 children, 18.7% ● 3+ children, 4.1% ● Single, 12.3% ● Married/Partnered, 77.8% ● Divorced/Separated, 7.6% ● Widowed, 2.3% Mean = 1.7 children Mean HHI = $167,006 Demographics: Survey Panel Audience 52 18.0% 11.8% 8.5% 7.4% 6.9% 5.8% 5.7% 5.2% 4.2% 3.7% 3.7% 3.4% 3.1% 3.1% 3.0% 2.3% 1.7% 1.4% 0.9% 0.2% 0.0% 0%5%10%15%20% New York City Los Angeles Chicago Dallas - Ft. Worth Houston Atlanta Miami - Ft. Lauderdale Phoenix - Prescott San Franciso - Oakland - San Jose Colorado Springs - Pueblo Seattle - Tacoma Minneapolis - St. Paul Salt Lake City Tampa - St. Pete - Sarasota San Diego Austin Denver Tucson - Sierra Vista Omaha Yuma - El Centro Grand Junction - Montrose Vail Local Marketing District – Brand Perception Study 2024 Question: How important would each of the following be when selecting the places you would visit in Colorado? Base: Panel audience (n = 600). Owned audience (n = 274). Top Origin States Top Origin DMAs 19.0% 18.0% 16.6% 8.8% 7.8% 6.8% 5.8% 5.4% 3.7% 3.4% 3.1% 0.8% 0.7% 0.1% 0.0% 0.0% 0%5%10%15%20% California New York Texas Florida Illinois Arizona Georgia Colorado Washington Minnesota Utah Nebraska Indiana Iowa Connecticut New Jersey Origin Markets: Survey Panel Audience Vail Local Marketing District – Brand Perception Study 2024 53 Gender Generation Ethnicity Orientation ● Male, 47.8% ● Female, 52.2% ● Gen Z, 1.5% ● Millennials, 23.7% ● Gen X, 30.3% ● Boomers+, 44.5% ● White, 91.2% ● Black or African American, 0.0% ● Asian, 4.4% ● Hispanic or Latino, 7.7% ● Other, 2.2% ● Heterosexual, 95.3% ● Gay/Lesbian/Bisexual, 2.6% ● Other, 2.2% Mean Age = 55.1 years Demographics: Survey Owned Audience Vail Local Marketing District – Brand Perception Study 2024 54 Marital Status Children in Household Household Income ● $100,000-$124,999, 13.5% ● $125,000-$149,999, 12.4% ● $150,000-$199,999, 19.3% ● $200,000-$249,999, 17.2% ● $250,000 or more, 37.6% ● 0 children, 77.4% ● 1 child, 8.4% ● 2 children, 10.9% ● 3+ children, 3.3% ● Single, 8.4% ● Married/Partnered, 86.1% ● Divorced/Separated, 4.0% ● Widowed, 1.5% Mean = 1.4 children Mean HHI = $198,677 Demographics: Survey Owned Audience 55 59.1% 6.2% 5.1% 3.6% 3.3% 3.3% 2.9% 2.6% 2.6% 1.8% 1.8% 1.8% 1.1% 1.1% 1.1% 0.7% 0.7% 0.4% 0.4% 0.4% 0.0% 0%20%40%60%80% Denver New York City Dallas - Ft. Worth Minneapolis - St. Paul Chicago Colorado Springs - Pueblo Miami - Ft. Lauderdale Houston Phoenix - Prescott Los Angeles Atlanta Seattle - Tacoma Salt Lake City Austin Omaha San Franciso -Oak - San Jose Tampa - St. Pete - Sarasota San Diego Tucson - Sierra Vista Grand Junction- Montrose Yuma - El Centro Vail Local Marketing District – Brand Perception Study 2024 Question: How important would each of the following be when selecting the places you would visit in Colorado? Base: Panel audience (n = 600). Owned audience (n = 274). Top Origin States Top Origin DMAs 62.8% 8.8% 5.5% 3.6% 3.6% 3.3% 2.9% 2.9% 1.8% 1.8% 1.1% 1.1% 0.4% 0.4% 0.0% 0.0% 0%20%40%60%80% Colorado Texas New York Florida Minnesota Illinois California Arizona Georgia Washington Utah Nebraska Connecticut New Jersey Indiana Iowa Origin Markets: Survey Owned Audience 56 Name Residence Gender Age Ethnicity Income Household Education Mackenzie Denver, CO Female Millennial White $250000 or more Single Completed graduate degree Regina Los Angeles, CA Female Gen X Asian $100000 to $124999 Single Completed graduate degree Timothy Fort Worth, TX Male Millennial Black or African American; White $100000 to $124999 Married/Partnered, 1 Kid College graduate Tiffany Powder Springs, GA Female Gen X Black or African American $150000 to $199999 Married/Partnered, 1 Kid College graduate Kirk Houston, TX Male Gen X White $100000 to $124999 Separated/Divorced College graduate Kylea Redmond, WA Female Millennial Asian; Hispanic or Latino; White $100000 to $124999 Single Completed graduate degree Jack Sea Cliff, NY Male Gen Z White $100000 to $124999 Married/Partnered College graduate Rod Pheonix, AZ Male Baby Boomer White $100,000-$124,999 Married/Partnered College graduate Marlene Miami, FL Female Millennial Hispanic or Latino $100000 to $124999 Married/Partnered, 2 Kids Some college Joe Chicago, IL Male Millennial White $150000 to $199999 Single College graduate Experience Olympia & Beyond – Website Usability Study 2024 Demographics: Interview Participants Appendix Destination Attributes 58 Importance of Destination Attributes 96.0% 92.5% 91.7% 91.1% 85.6% 78.4% 71.5% 68.6% 66.2% 62.0% 56.1% 54.5% 46.3% 45.1% 43.0% 38.0% 97.8% 92.0% 94.9% 91.2% 82.5% 67.2% 91.6% 38.7% 83.2% 66.1% 69.3% 44.5% 45.6% 40.5% 37.2% 40.5% 0%20%40%60%80%100% Scenic beauty Welcoming atmosphere Natural & scenic attractions Value for the money spent Affordability Hidden gem attractions Summer season outdoor recreation Museums & historic sites Local events/festivals Arts and cultural attractions Live music and entertainment Family-friendly activities Luxury experiences Spa & wellness activities Nightlife experiences Boutique shopping opportunities Panel Owned Vail Local Marketing District – Brand Perception Study 2024 Question: How important would each of the following be when selecting the places you would visit in Colorado? Base: Panel audience (n = 600). Owned audience (n = 274). (% showing important + very important) Vail Attributes 59 Vail Rating for Destination Attributes 91.6% 90.7% 85.4% 80.1% 74.1% 73.6% 71.5% 70.8% 70.8% 63.6% 59.3% 59.2% 58.7% 46.4% 39.2% 36.7% 96.7% 94.2% 94.5% 90.9% 74.1% 79.6% 71.9% 85.0% 78.1% 80.7% 38.7% 75.9% 53.3% 31.8% 29.9% 15.0% 0%20%40%60%80%100% Scenic beauty Natural & scenic attractions Summer season outdoor recreation Luxury experiences Family-friendly activities Welcoming atmosphere Spa & wellness activities Local events/festivals Boutique shopping opportunities Live music and entertainment Hidden gem attractions Arts and cultural attractions Nightlife experiences Value for the money spent Museums & historic sites Affordability Panel Owned Vail Local Marketing District – Brand Perception Study 2024 Question: Please rate Vail as a leisure destination for the following attributes. Base: Panel audience (n = 600). Owned audience (n = 274). (% showing good + very good) Destination Characteristics: Survey Panel Audience 60 Alignment with Destination Characteristics Vail Local Marketing District – Brand Perception Study 2024 Question: For each attribute below, please select the destination(s) that best align with that attribute. Base: Panel audience (n = 600). (% showing destination selected) Attributes Vail, CO Aspen, CO Breckenridge, CO Steamboat, CO Telluride, CO Lake Tahoe, CA Park City, UT Outdoor recreation (e.g., hiking, biking)47.5%51.6%40.6%37.5%41.0%59.1%44.7% Luxury experiences (e.g., gourmet dining, elevated accommodations)47.1%62.1%24.6%18.5%26.0%40.3%29.7% Year-round activities and attractions 39.2%44.4%33.2%30.3%32.3%62.7%39.0% Charming downtown 35.2%42.8%32.4%27.7%28.2%30.7%32.1% Local events and festivals 34.8%41.0%31.6%28.4%30.5%37.4%40.4% Family fun 32.0%39.5%34.1%35.0%24.6%49.9%37.9% Authentic, active local community 31.6%37.1%33.0%34.4%33.4%40.1%34.8% Urban (city) experiences (e.g., arts and culture, nightlife)27.3%40.2%19.9%12.4%18.2%34.9%33.9% Summer vacation 27.2%30.5%26.3%29.6%28.7%65.7%32.3% Value for money spent in the destination 17.1%20.3%30.4%29.4%21.9%34.2%33.7% Destination Characteristics: Survey Owned Audience 61 Alignment with Destination Characteristics Vail Local Marketing District – Brand Perception Study 2024 Question: For each attribute below, please select the destination(s) that best align with that attribute. Base: Owned audience (n = 274). (% showing destination selected) Attributes Vail, CO Aspen, CO Breckenridge, CO Steamboat, CO Telluride, CO Lake Tahoe, CA Park City, UT Year-round activities and attractions 78.5%38.7%43.1%28.8%29.9%33.9%26.6% Outdoor recreation (e.g., hiking, biking)71.2%43.1%46.4%40.5%40.1%35.0%33.2% Summer vacation 68.2%36.5%36.5%31.0%34.7%40.9%20.1% Local events and festivals 66.8%36.1%33.2%19.0%32.5%13.1%17.9% Luxury experiences (e.g., gourmet dining, elevated accommodations)60.9%76.6%9.1%9.5%25.9%14.6%20.4% Family fun 58.0%16.1%50.0%35.0%14.6%16.4%24.1% Charming downtown 47.1%44.9%37.2%26.6%44.2%7.3%22.6% Urban (city) experiences (e.g., arts and culture, nightlife)44.9%48.2%11.7%7.3%7.7%15.3%27.4% Authentic, active local community 36.1%20.4%33.6%42.3%35.0%15.0%16.8% Value for money spent in the destination 21.5%4.4%43.4%35.4%9.5%17.9%22.3% Travel Inspiration 62 Travel Inspiration Sources 56.1% 55.0% 44.2% 37.3% 34.8% 32.4% 29.6% 28.3% 25.8% 23.8% 21.2% 17.1% 16.4% 14.9% 8.4% 8.3% 8.3% 4.9% 2.6% 1.9% 51.8% 64.6% 36.1% 42.0% 36.9% 35.0% 18.2% 39.4% 39.1% 8.8% 11.3% 10.9% 8.8% 10.6% 6.2% 10.9% 10.9% 27.7% 2.9% 3.6% 0%20%40%60%80% Online searches Friends/family via direct contact Travel review sites (e.g., TripAdvisor, etc.) Friends/family via social media Social media (e.g., Twitter, Facebook, Instagram, etc.) Official destination websites Online videos (e.g., YouTube, etc.) Online articles Magazines—print or online Online travel agencies (e.g., Expedia, Priceline, etc.) TV—streaming or broadcast Travel planning apps Travel agents/travel advisors Films/movies Podcasts Influencers Blogs Email newsletters Radio None of the above Panel Owned Vail Local Marketing District – Brand Perception Study 2024 Question: Where do you look for travel inspiration? Select all that apply. Base: Panel audience (n = 600). Owned audience (n = 274). Media Usage 63 Media Frequency 71.2% 53.6% 49.8% 46.9% 47.6% 40.4% 38.3% 39.0% 30.6% 27.5% 22.0% 7.0% 62.4% 67.9% 38.0% 39.1% 37.6% 38.3% 29.6% 28.5% 35.4% 14.6% 18.6% 6.2% 0%20%40%60%80% Use social media (e.g., Facebook, Instagram) Read news articles (print or online) Watch subscription services (e.g., Netflix, Disney+) Watch traditional cable TV Watch streaming TV (e.g., Hulu + Live TV, Sling) Listen to streaming audio (e.g., Spotify) Listen to AM/FM radio Watch online video content (e.g., YouTube) Listen to streaming radio (e.g., Sirius XM) Play video and/or computer games Read email campaigns from businesses you subscribe to Read lifestyle magazines (print or online) Panel Owned Vail Local Marketing District – Brand Perception Study 2024 Question: How often do you [media]? | Which social media platforms do you typically use? Select all that apply. Base: Panel audience (n = 600). Owned audience (n = 274). (% showing at least once a day) 83.1% 69.9% 64.6% 37.2% 29.9% 29.8% 26.9% 21.7% 1.7% 74.1% 63.0% 67.9% 21.4% 14.8% 18.9% 17.7% 9.1% 0.4% 0%20%40%60%80%100% Facebook YouTube Instagram Twitter/X TikTok Pinterest Reddit Snapchat BeReal Panel Owned Social Media (among those using at least a few times a year)