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HomeMy WebLinkAboutVail 2016 Intercept Follow-Up PublicFOLLOW-UP TO THE VAIL INTERCEPT SURVEY 10/20/2016 PRESENTATION Presented by: RRC Associates November 2016 2 Mix of Overnight Visitors Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 Following the October meeting, Chris Romer provided RRC with visitor estimates by month based on Destimetrics 2016 data. RRC applied survey results from Intercept Surveys obtained in 2015 and 2016 to estimated visitation to generate an estimate of real numbers of overnight visitors represented in summer over the past two years. The sharp growth in overall visitation (10% in the June through September period year over year) helps to explain some of the variation in percentages of visitors (for example, the decline in the international segment as a percent of all visitors). However, the conclusion remains, Colorado overnight visitation was very strong. 3 Mix of Overnight Visitors Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 Market Mix Data: 2015 in-state overnight 2015 out of state 2015 international 2016 in-state overnight 2016 out of state 2016 international June -September 19%58%9%25%49%5% Total room nights generated 48,997 149,570 23,209 71,790 140,708 14,358 Year-over-Year change +47% (+22,793) -5.9% (-8,862) -38% (+8,851) Key Market Data: 2015 Texas 2015 Illinois 2015 California 2015 Colorado overnight 2016 Texas 2016 Illinois 2016 California 2016 Colorado overnight June -September 23%4%4%19%17%6%7%35% Total room nights generated 59,312 10,315 10,315 48,997 48,817 17,230 20,101 100,506 Year-over-Year change -18%+67%+95%+105% Sources: 2015 Intercept Study (Vail Resorts); 2016 Intercept Study (RRC) –survey dates early June through mid-September (extended one week later in September in 2016). 2016 data adjusted to account for in-state day visits. 4 Zip Code of Origin Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 As shown in the Zip Code analysis that was also conducted, Colorado Overnight visitation was particularly strong from the following cities: •Denver •Aurora •Castle Rock •Broomfield •Englewood •Littleton 5 Percent of Colorado Visitors by Zip Code Origin (Denver Metro) Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 Requests for Additional Information 7 Additional Crosstabulations Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 A series of crosstabulations and zip code maps were provided under separate cover. The following slides summarize the key findings from these additional materials. 8 Additional Crosstabulations Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 •By Age •As age increases, length of stay increases, from 3.6 nights on average for Millennials to 5.2 nights on average for Builders. •Millennials booked lodging through property owners or management companies (rental by owner units) more than twice as much (15%) as any other generation (6 –7%). •Millennials are most likely to be first-time visitors (39%). •Builders provided the highest NPS (90%) and Millennials the lowest (68%), with Gen X and Boomers falling in between. •By Prior Visitation •Repeat summer visitors gave a higher NPS (82%) than first-timers (74%). •First-time summer visitors were generally slightly younger (average age 50.3) than repeat summer visitors (average 52.3). •Only 13% of first-time summer visitors are from Colorado, while just under half of repeat visitors (45%) are Colorado residents. 9 Additional Crosstabulations Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 •By Net Promoter Category •Promoters (% 9 & 10) are more likely than Detractors (% 0 –6) to be overnight visitors (73% vs. 53%). In contrast, Detractors are more likely to be day visitors (36% vs. 17% of Promoters). •Detractors are considerably less likely to be visiting family and friends (4% vs. 26% of Promoters). •The largest differences between Promoters and Detractors in average satisfaction ratings occur for value and parking. •By Seasonal Residency Status •Second homeowners participate in more of the listed activities on average (4.4 activities) than other visitors (2.8). •The NPS is higher among second homeowners (88%) than other visitors (79%). •Second homeowners are generally older (average age 54.2) than other visitor types (average 51.4). 10 Additional Crosstabulations Vail Summer Intercept Survey 2016 | RRC Associates | 11/16 •By State of Origin (Top 6) •Visitors from Texas and California stayed the longest, with average number of nights stayed at 6.1 nights and 5.4 nights respectively. Colorado residents had the shortest length of stay (average 3.7 nights). •Roughly half of visitors from Florida (50%) and California (46%) were first time summer visitors. •With the exception of Florida, visitors from all of the top states other than Colorado provided a higher NPS than Colorado visitors. •In-state visitors are younger than visitors from the other top five states, with an average age of 49.2 compared to 52+ for all of the other states.