HomeMy WebLinkAbout13. Summer Occupancy Comparison, 2015 v. 2016
PO
Box
1130,
Vail,
CO
81658
VailValleyPartnership.com
/
VisitVailValley.com
/
VailValleyMeansBusiness.com
/
VailonSale.com
MEMO
October 21, 2016
To: Kelli McDonald, Town of Vail
CC: Vail Local Marketing District Advisory Council
From: Chris Romer, Vail Valley Partnership
Re: Follow up to Oct 20 VLMAC meeting discussion
Please review the below information as follow up to the October 20 VLMDAC meeting
discussion regarding year-over-year occupancy and market mix trends.
Lodging Occupancy Data:
2015 occupancy 2015 occupied
nights
2016 occupancy 2016 occupied
nights
May 20% 24,800 24% 29,760
June 49% 58,800 54% 64,800
July 62% 76,880 69% 85,560
August 55% 68,200 60% 74,400
September 45% 54,000 52% 62,400
October 19% 23,598 26% 32,240
TOTALS 42% 306,278 48% 349,160
Sources: DestiMetrics occupancy reports as of 9.30.2016; DestiMetrics bed base report
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
58,192 177,641 27,565 87,290 171,088 17,458
Year-over-
Year change
+50%
(+29,098)
-3.7%
(-6,553)
-37%
(-10,107)
PO
Box
1130,
Vail,
CO
81658
VailValleyPartnership.com
/
VisitVailValley.com
/
VailValleyMeansBusiness.com
/
VailonSale.com
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)
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%
Year-over-
Year
change
-24% +50% +75% +84%
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.
Additional Considerations:
Group Mix:
Colorado Out of state Colorado room
nights
Out of state room
nights
2015 54% 46% 4,998 4,211
2016 62% 38% 8,651 5,230
Year-over-
Year
change
+15% -18% +73% +24%
Sources: Vail Valley Partnership group lead reports (data not necessarily indicative of group
market across all lodging properties)
Front Range Population Growth:
2015 2010
Fort Collins, CO Metropolitan
Statistical Area
333,577 Larimer County 333,577 299,630 +11.33%
Greeley, CO Metropolitan Statistical
Area
285,174 Weld County 285,174 252,825 +12.80%
Boulder, CO Metropolitan Statistical 319,372 Boulder County 319,372 294,567 +8.42%
PO
Box
1130,
Vail,
CO
81658
VailValleyPartnership.com
/
VisitVailValley.com
/
VailValleyMeansBusiness.com
/
VailonSale.com
Area
Denver-Aurora-Lakewood, CO
Metropolitan Statistical Area
2,814,330
City and County of
Denver
682,545 600,158 +13.73%
Arapahoe County 631,096 572,003 +10.33%
Jefferson County 565,524 534,543 +5.80%
Adams County 491,337 441,603 +11.26%
Douglas County 322,387 285,465 +12.93%
City and County of
Broomfield
65,065 55,889 +16.42%
Source: US Census Bureau
Elbert County 24,735 23,086 +7.14%
Park County 16,510 16,206 +1.88%
Clear Creek County 9,303 9,088 +2.37%
Gilpin County 5,828 5,441 +7.11%
Total Growth of Front Range, 2010-2015:
3,752,453 3,390,504 +10.6%
Conclusions and assumptions:
1. Out of state market share loss can be attributed to reduction in visitors from Texas. Texas
guests accounted for 40,857 room nights in 2015 compared to 29,085 in 2016, and
overall out of state room nights (all markets, including Texas) were down 6,553.
a. Attributed to oil? Other factors?
2. The continued population growth on the Front Range (10.6% population growth 2010-
2015) creates many new potential customers and we can attribute strong year-over-year
in-state occupancy growth in part due to this population growth.
3. Occupancy was up each month of the summer, led by increases in May and October.
a. Attributed to groups & meetings? Weather trends? Other factors?
Feel free to reach out with any questions.