HomeMy WebLinkAboutVail 2016 Intercept Follow-Up MaterialsFOLLOW-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 Components
Vail Summer Intercept Survey 2016 | RRC Associates | 11/16
•Data Tables by Age
•Data Tables by Prior Visitation
•Data Tables by Net Promoter Category
•Data Tables by Seasonal Residency
•Data Tables by Top 6 States of Origin
•Zip Code Maps for Selected States and Cities
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Which best describes your visit
to the Vail area?
Overnight visitor, spending tonight in the Vail, Eagle Count
Day visitor (not staying the night in the region)
Seasonal (second homeowner) resident of Vail/Eagle County
TOTAL
n =
72%68%73%73%71%
20%29%18%18%18%
9%4%10%9%12%
100%100%100%100%100%
1,269 207 361 530 171
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERNIGHT VISITORS ONLY OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
How many nights did you stay
in the area on this trip? (cap 21
nights)
1
2
3 - 5
6 - 8
9 - 14
15 or more
TOTAL
Average
Median
How did you book your lodging
reservation?
Direct to timeshare
Directly with hotel/lodge property
Online travel agency Expedia, Travelocity
Directly with property owner or management company VRBO, Homeaway, Airbnb, etc.
Travel agent/tour company
My company's travel department
Another person spouse, child, friend, etc.
Other
Did not make advance reservations
Don't recall
TOTAL
9%15%6%10%7%
17%29%17%12%19%
39%33%51%38%23%
30%20%21%32%48%
3%4%4%4%
3%2%4%3%
100%100%100%100%100%
4.8 3.6 4.6 5.1 5.2
4.0 3.0 4.0 5.0 5.9
17%11%16%19%21%
24%22%21%26%27%
15%22%11%15%13%
8%15%7%6%7%
3%4%7%1%
3%7%1%3%
18%30%19%16%10%
14%15%18%16%
2%4%2%1%3%
1%1%
104%108%105%104%100%
30 Nov 16
Source: RRC Associates
Page 1
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Approximately how many times
have you visited Vail in the
summer?
None, this is my first summer visit
One
2 to 4
5 to 10
More than 10
TOTAL
31%39%29%32%25%
5%5%6%6%3%
27%27%33%25%24%
11%14%10%11%14%
24%15%23%26%35%
100%100%100%100%100%
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Which two best describe your
vacation?
Rest and relaxation
Sightseeing
Adventure
Play
Time with nature
Family time
Kid-friendly
TOTAL
What are the primary reasons
for your visit to Vail?
Business meeting or conference
Recreation/vacation/leisure
it friends/family/relatives
Special event/festival/concert
Wedding/family reunion
Other
TOTAL
44%28%28%54%70%
34%32%31%38%33%
24%38%25%21%15%
19%35%15%17%11%
26%26%23%32%17%
33%25%48%25%37%
10%10%24%2%3%
191%194%195%188%185%
7%3%14%5%5%
79%70%76%81%90%
27%42%26%24%22%
17%20%22%12%17%
10%18%8%10%8%
3%4%5%
144%152%150%137%141%
30 Nov 16
Source: RRC Associates
Page 2
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Which of the following did you
or your group participate in
while in the area?
Epic Discovery or other on-mountain activities
Biking – road
Fly fishing
Golf
Hiking/backpacking
Horseback riding
Mountain climbing
Shopping
Sightseeing
Water sports/boating
Whitewater rafting
Other
TOTAL
10%9%15%10%5%
25%26%30%24%17%
7%5%14%4%7%
25%27%21%26%24%
51%46%56%54%36%
6%3%12%5%5%
11%29%16%6%
61%33%57%70%71%
63%65%61%62%66%
9%19%7%9%2%
15%19%21%13%5%
14%14%13%13%16%
297%295%324%297%253%
30 Nov 16
Source: RRC Associates
Page 3
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
How likely are you to
recommend the Town of Vail to
a friend or family member as a
summer destination?
0=Not at all likely
2
3
4
5=Neutral
6
7
8
9
10=Extremely likely
TOTAL
Average
Median
Net Promoter Category
Promoter (% responding 9 & 10)
Passive (% responding 7 & 8)
Detractor (% responding 0-6)
TOTAL
NPS
Overall, would you say that
your experience at the Town of
Vail has…?
Exceeded your expectations
Met your expectations
Not met your expectations
TOTAL
1%1%0%1%
0%1%0%0%
0%0%
0%1%0%0%
1%0%0%1%
1%2%1%1%1%
3%5%2%4%2%
12%19%11%11%7%
12%14%14%10%9%
70%58%70%72%81%
100%100%100%100%100%
9.4 9.1 9.4 9.3 9.7
10.0 10.0 10.0 10.0 10.0
82%72%85%82%91%
15%24%13%15%9%
3%4%2%4%1%
100%100%100%100%100%
79.5%68.4%82.7%78.1%90.0%
60%56%65%61%53%
39%42%34%37%47%
1%1%1%1%1%
100%100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 4
VAIL Summer 2016
Rate the following...OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Overall visit to Vail was a good
value
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
I have visited or expect to visit
one of the Vail Visitors’ Centers
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
Parking in Vail is adequate and
easy to find in summer
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
41%31%47%39%44%
47%50%40%49%53%
4%14%3%3%
3%2%1%4%
5%2%10%4%2%
100%100%100%100%100%
1.7 1.9 1.5 1.7 1.5
16%10%11%19%22%
20%26%26%18%11%
22%34%19%22%13%
22%14%16%26%28%
21%16%28%15%27%
100%100%100%100%100%
2.6 2.6 2.6 2.7 2.6
24%12%23%27%29%
35%33%37%35%31%
13%24%15%9%11%
6%9%3%7%7%
23%21%23%23%22%
100%100%100%100%100%
2.0 2.4 2.0 1.9 2.0
30 Nov 16
Source: RRC Associates
Page 5
VAIL Summer 2016
Rate the following...OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Vail puts on high quality
events/festivals
1=Strongly agree
2=Agree
Not Applicable
TOTAL
Average
It’s easy to find my way around
Vail
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
It’s easy to find information on
what to do in the Vail area
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
52%59%56%46%54%
24%27%31%22%15%
24%14%13%33%31%
100%100%100%100%100%
1.3 1.3 1.4 1.3 1.2
61%55%58%66%57%
34%45%36%28%38%
3%3%5%2%
1%1%2%
1%1%1%
100%100%100%100%100%
1.4 1.5 1.5 1.4 1.5
62%59%50%68%69%
33%38%42%28%24%
1%3%
0%1%
4%3%6%3%7%
100%100%100%100%100%
1.4 1.4 1.5 1.3 1.3
30 Nov 16
Source: RRC Associates
Page 6
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Who are you here with today?
No one – just me
Spouse/significant other
Children under 18
Children over 18
Friends
Other family
Other individuals
TOTAL
5%11%4%5%3%
73%55%74%77%81%
27%24%57%14%10%
12%4%7%17%19%
25%37%22%24%22%
28%31%32%23%34%
5%8%6%5%2%
177%171%202%165%170%
30 Nov 16
Source: RRC Associates
Page 7
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Gender
Male
Female
TOTAL
Age of respondent
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
TOTAL
Average
Median
Location
Golden Peak Area
Meadow Drive / Covered Bridge / Bridge Street
Solaris Area
Mountain Plaza / Base of Gondola
Lionshead
Ford Amphitheater / Betty Ford Gardens
Ford Park
Other:
TOTAL
48%45%52%48%45%
52%55%48%52%55%
100%100%100%100%100%
3%20%
13%80%
19%65%
17%35%18%
22%52%
20%30%58%
6%42%
100%100%100%100%100%
51.8 28.3 41.9 60.3 74.8
53.2 28.1 41.0 60.0 74.0
3%4%3%2%3%
45%33%33%52%60%
18%25%19%15%14%
9%15%11%8%5%
15%10%19%15%11%
3%6%4%1%1%
2%1%3%1%1%
6%6%8%6%5%
100%100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 8
VAIL Summer 2016
OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
U.S. CENSUS REGION / WORLD
REGION
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
U.S. CENSUS DIVISION
New England (CT, ME, MA, NH, RI, VT)
Middle Atlantic (NJ, NY, PA)
East North Central (IL, IN, MI, OH, WI)
West North Central (IA, KS, MN, MO, NE, ND, SD)
South Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV)
East South Central (AL, KY, MS, TN)
West South Central (AR, LA, OK, TX)
Mountain (AZ, CO, ID, MT, NV, NM, UT, WY)
Pacific (CA, OR, WA, AK, HI)
US overseas - armed forces, Samoa, VI, PR, etc.
International
TOTAL
U.S. CENSUS REGION / WORLD
REGION
Colorado Front Range (12 county - Weld to Elbert to Pueblo)
Other Colorado
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region (excl. Colorado)
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
6%5%5%7%3%
17%14%15%17%22%
26%22%22%29%30%
46%52%50%42%44%
0%1%0%
2%3%2%2%1%
2%2%4%1%
1%1%1%
0%1%
0%0%0%
0%1%
100%100%100%100%100%
2%1%2%2%1%
4%4%3%5%2%
8%7%8%9%9%
9%8%7%9%13%
10%9%9%11%12%
1%2%1%2%2%
14%12%12%16%16%
39%47%44%34%36%
7%5%7%8%8%
0%1%0%
5%6%7%5%1%
100%100%100%100%100%
32%39%37%28%26%
3%5%3%3%3%
6%5%5%7%3%
17%14%15%17%22%
26%22%22%29%30%
11%8%10%11%15%
0%1%0%
2%3%2%2%1%
2%2%4%1%
1%1%1%
0%1%
0%0%0%
0%1%
100%100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 9
VAIL Summer 2016
State / Country OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
Colorado
Texas
Florida
California
Illinois
Missouri
Oklahoma
Arizona
Georgia
Kansas
Minnesota
Ohio
Nebraska
New York
Mexico
Maryland
Massachusetts
Washington
New Jersey
Pennsylvania
Wisconsin
Arkansas
Louisiana
Michigan
Virginia
Indiana
Tennessee
Nevada
United Kingdom
Iowa
North Carolina
Oregon
35.4%44.3%40.1%30.8%28.9%
10.5%8.4%8.9%12.0%12.1%
5.2%5.3%3.1%6.5%5.5%
5.2%4.6%5.4%5.0%6.2%
4.0%1.6%5.5%3.3%6.1%
2.8%4.1%0.8%2.9%5.4%
1.8%2.5%1.2%2.1%1.2%
1.7%1.0%0.9%1.7%4.8%
1.7%1.9%1.4%1.1%4.3%
1.7%1.5%0.9%2.0%2.3%
1.6%0.5%2.0%1.5%2.9%
1.6%2.5%1.1%1.7%1.3%
1.6%0.5%2.9%1.6%
1.5%1.9%0.8%1.8%1.3%
1.4%0.8%3.6%0.6%
1.3%0.5%1.6%1.3%1.3%
1.3%1.0%1.7%1.3%0.6%
1.2%0.6%1.9%1.8%
1.1%1.0%1.8%0.9%0.6%
1.1%1.0%0.3%2.0%
1.1%0.5%0.5%1.9%0.6%
0.9%0.5%0.8%0.9%1.8%
0.9%0.5%1.4%0.8%0.6%
0.9%1.0%0.6%1.1%0.6%
0.8%0.5%1.4%0.5%0.7%
0.7%1.0%0.6%0.9%
0.6%1.0%0.6%1.8%
0.6%1.7%0.4%
0.6%0.9%0.9%
0.6%0.5%0.4%2.4%
0.5%0.3%1.1%
0.5%0.5%0.3%0.9%
0.5%0.9%0.9%(cont.)
Page 10
VAIL Summer 2016
State / Country OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
STATE/ COUNTRY OF
RESIDENCE Canada
Germany
New Mexico
Kentucky
Utah
South Carolina
Connecticut
Mississippi
District of Columbia
Sweden
Ukraine
Russia
Australia
North Dakota
Idaho
Rhode Island
Vermont
Wyoming
International - unspecified
Argentina
Cayman Islands
Lithuania
Philippines
Taiwan
Armed Forces Europe
US Virgin Islands
West Virginia
Alabama
Delaware
Hawaii
Maine
Montana
0.5%0.9%0.9%
0.5%0.9%0.4%0.3%1.0%
0.5%0.6%0.5%0.6%
0.4%0.5%0.6%0.6%
0.4%1.0%0.3%0.2%0.6%
0.4%0.5%0.3%0.6%
0.4%0.3%0.5%0.6%
0.3%0.5%0.4%
0.3%0.8%0.2%
0.3%0.7%
0.3%1.8%
0.3%0.4%0.3%
0.3%0.6%
0.2%1.0%0.2%
0.2%0.2%0.7%
0.2%0.4%
0.2%0.3%0.2%
0.2%0.5%0.2%
0.1%0.5%
0.1%0.4%
0.1%0.8%
0.1%0.8%
0.1%0.3%
0.1%0.4%
0.1%0.5%
0.1%0.2%
0.1%0.3%
0.1%0.3%
0.1%0.6%
0.1%0.3%
0.1%0.3%
0.1%0.6%
0.1%0.5%
(cont.)
(cont.)
Page 11
VAIL Summer 2016
State / Country OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
New Hampshire
TOTAL
0.1%0.5%
100.0%100.0%100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
DMA OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
DESIGNATED MARKET AREA
Denver -- CO, NE, WY
Dallas - Fort Worth -- TX
International
Chicago -- IL, IN
Colorado Springs - Pueblo -- CO
Los Angeles -- CA
Houston -- TX
New York -- CT, NJ, NY, PA
Kansas City -- KS, MO
Minneapolis - Saint Paul -- MN, WI
Saint Louis -- IL, MO
Phoenix -- AZ, CA
Atlanta -- AL, GA, NC
Boston (Manchester) -- MA, NH, VT
Austin -- TX
San Francisco - Oakland - San Jose -- CA
Washington (Hagerstown) -- DC, MD, PA, VA, WV
Tampa - Saint Petersburg (Sarasota) -- FL
Miami - Fort Lauderdale -- FL
Seattle - Tacoma -- WA
Philadelphia -- DE, NJ, PA
Omaha -- IA, MO, NE
Oklahoma City -- OK
Tulsa -- KS, OK
Orlando - Daytona Beach - Melbourne -- FL
West Palm Beach - Fort Pierce -- FL
Lincoln & Hastings - Kearney -- KS, NE
Baltimore -- MD
Fort Myers - Naples -- FL
San Diego -- CA
32.4%42.9%38.1%27.0%24.7%
5.0%4.4%3.9%5.4%6.8%
5.0%5.9%6.8%4.7%1.0%
3.1%1.0%4.4%2.8%4.3%
2.6%1.9%1.4%3.2%3.7%
2.5%3.1%2.0%2.3%3.6%
2.4%2.0%2.0%3.0%1.8%
2.1%1.5%1.2%2.9%2.4%
1.9%3.1%2.7%1.8%
1.5%1.7%1.5%2.9%
1.4%1.5%0.8%1.2%3.6%
1.4%1.0%0.6%1.5%3.6%
1.4%1.4%1.1%1.0%3.6%
1.4%1.5%1.7%1.3%0.6%
1.3%1.0%1.9%1.5%
1.2%1.0%2.0%0.9%0.7%
1.2%2.5%0.8%1.3%
1.2%1.0%1.4%1.3%0.6%
1.2%1.9%1.1%1.3%
1.1%0.6%1.9%1.2%
0.9%0.5%1.1%1.0%0.6%
0.8%0.5%2.0%0.4%
0.8%1.6%0.9%0.6%0.6%
0.8%1.0%0.3%1.1%0.6%
0.7%0.5%0.3%0.8%1.8%
0.7%0.5%1.1%1.3%
0.7%0.8%1.2%
0.7%0.5%0.8%0.9%
0.7%1.2%1.2%
0.7%0.5%0.8%1.3%
0.6%1.5%0.3%0.8%(cont.)
Page 12
VAIL Summer 2016
DMA OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
DESIGNATED MARKET AREA
Cincinnati -- IN, KY, OH
Albuquerque - Santa Fe -- AZ, CO, NM
San Antonio -- TX
Milwaukee -- WI
Fort Smith - Fayetteville - Springdale - Rogers -- AR, OK
Salt Lake City -- CO, ID, NV, UT
Wichita - Hutchinson -- KS, NE, OK
Jacksonville, Brunswick -- FL, GA
Savannah -- GA, SC
Little Rock - Pine Bluff -- AR
New Orleans -- LA, MS
Nashville -- KY, TN
Grand Junction - Montrose -- CO
Detroit -- MI
Cleveland -- OH
Charlotte -- NC, SC
Indianapolis -- IN
Dayton -- IN, OH
Memphis -- AR, MS, MO, TN
Portland -- OR, WA
Las Vegas -- NV
Grand Rapids - Kalamazoo - Battle Creek -- MI
Madison -- WI
Tucson (Sierra Vista) -- AZ
Columbus -- OH
Champaign & Springfield - Decatur -- IL
Santa Barbara - Santa Maria - San Luis Obispo -- CA
Sacramento - Stockton - Modesto -- CA
Louisville -- IN, KY
Rockford -- IL
Harrisburg - Lancaster - Lebanon - York -- PA
Topeka -- KS
Shreveport -- AR, LA, OK, TX
Davenport - Rock Island - Moline -- IL, IA
Tyler - Longview (Lufkin & Nacogdoches) -- TX
Reno -- CA, NV
Pittsburgh -- MD, PA, WV
Buffalo -- NY, PA
Norfolk - Portsmouth - Newport News -- NC, VA
Springfield -- AR, MO
0.6%1.5%0.3%0.8%
0.6%0.9%0.7%0.6%
0.6%0.6%0.6%1.8%
0.6%0.5%1.1%
0.5%0.5%0.5%0.5%0.6%
0.5%1.0%0.3%0.4%0.6%
0.5%0.9%0.2%1.2%
0.5%0.5%0.3%0.7%
0.4%0.5%0.3%0.6%
0.4%0.3%0.4%1.2%
0.3%0.5%0.9%
0.3%1.0%1.3%
0.3%0.3%0.4%0.6%
0.3%0.3%0.4%0.6%
0.3%0.5%0.4%
0.3%0.8%
0.3%0.5%0.3%0.4%
0.3%0.3%0.4%0.6%
0.3%0.4%1.2%
0.3%0.3%0.5%
0.3%0.9%0.2%
0.3%0.5%0.3%0.4%
0.3%0.5%0.4%0.6%
0.3%0.3%0.2%1.2%
0.3%1.0%0.7%
0.3%0.3%0.4%
0.3%0.4%0.7%
0.3%0.6%0.2%
0.2%0.6%
0.2%0.3%1.3%
0.2%0.5%0.4%
0.2%0.5%0.4%
0.2%0.4%0.6%
0.2%0.5%1.2%
0.2%0.4%0.6%
0.2%0.9%
0.2%0.5%0.4%
0.2%0.5%0.2%
0.2%0.5%0.4%
0.2%0.5%
0.2%0.5%0.2%
(cont.)
(cont.)
Page 13
VAIL Summer 2016
DMA OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
DESIGNATED MARKET AREA
Jackson -- MS
Sherman - Ada -- OK, TX
Fargo - Valley City -- MN, ND
US territories/overseas armed forces
Providence - New Bedford -- MA, RI
Tri-Cities -- KY, TN, VA
Lafayette -- IN
Harlingen - Weslaco - Brownsville - McAllen -- TX
Cedar Rapids - Waterloo & Dubuque -- IA
Peoria - Bloomington -- IL
Des Moines - Ames -- IA, MO
Boise -- ID, OR
Monterey - Salinas -- CA
Flint - Saginaw - Bay City -- MI
Charleston -- SC
Burlington - Plattsburgh -- NH, NY, VT
Hartford & New Haven -- CT
Raleigh - Durham (Fayetteville) -- NC, VA
Wilkes Barre - Scranton -- PA
Corpus Christi -- TX
Joplin - Pittsburg -- KS, MO, OK
Columbia - Jefferson City -- MO
Wichita Falls & Lawton -- OK, TX
Saint Joseph -- KS, MO
Lake Charles -- LA
Minot - Bismarck - Dickinson -- MT, ND, SD
Baton Rouge -- LA, MS
Spokane -- ID, MT, OR, WA
Augusta -- GA, SC
Lexington -- KY
Charleston-Huntington -- KY, WV
Amarillo -- KS, NM, TX
Lafayette -- LA
Mobile - Pensacola (Fort Walton Beach) -- AL, FL, MS
Biloxi - Gulfport -- MS
Portland - Auburn -- ME, NH, VT
Fort Wayne -- IN, OH
Tallahassee - Thomasville -- FL, GA
Rochester -- NY
Greenville - New Bern - Washington -- NC
0.2%0.5%0.2%
0.2%0.4%
0.2%0.5%0.3%
0.2%0.5%0.2%
0.2%0.4%
0.2%0.3%0.2%
0.2%0.5%0.3%
0.2%0.3%0.2%
0.2%0.2%0.7%
0.2%0.3%0.2%
0.2%0.2%0.6%
0.2%0.5%0.7%
0.2%0.5%0.2%
0.2%0.4%
0.2%0.3%0.2%
0.2%0.3%0.2%
0.2%0.3%0.2%
0.2%0.3%0.2%
0.2%0.4%
0.2%1.2%
0.2%0.3%0.2%
0.2%0.5%0.6%
0.2%0.4%
0.2%1.2%
0.2%0.3%0.2%
0.2%0.5%0.2%
0.2%0.3%0.2%
0.2%0.2%0.6%
0.1%0.7%
0.1%0.5%
0.1%0.3%
0.1%0.2%
0.1%0.2%
0.1%0.5%
0.1%0.2%
0.1%0.3%
0.1%0.2%
0.1%0.5%
0.1%0.5%
0.1%0.2%
0.1%0.5%
(cont.)
(cont.)
Page 14
VAIL Summer 2016
DMA OVERALL
Age
Millenials (18-34)Gen X (35-50)Boomers (51-69)Builders (70+)
DESIGNATED MARKET AREA
Marquette -- MI, WI
Syracuse -- NY
Richmond - Petersburg -- VA
Greenville - Spartansburg - Asheville - Anderson -- GA, NC,
Salisbury -- DE, MD
Gainesville -- FL
Parkersburg -- OH, WV
Rochester - Mason City - Austin -- IA, MN
Sioux City -- IA, NE, SD
Victoria -- TX
Odessa - Midland -- NM, TX
Evansville -- IL, IN, KY
San Angelo -- TX
Duluth - Superior -- MI, MN, WI
Huntsville - Decatur (Florence) -- AL, TN
La Crosse - Eau Claire -- MN, WI
Quincy - Hannibal - Keokuk -- IL, IA
Honolulu -- HI
Billings -- MT, WY
Cheyenne - Scottsbluff -- NE, WY
El Paso -- NM, TX
Eugene -- OR
Eureka -- CA
Medford - Klamath Falls -- CA, OR
Fresno - Visalia -- CA
TOTAL
0.1%0.5%
0.1%0.5%
0.1%0.3%
0.1%0.5%
0.1%0.6%
0.1%0.6%
0.1%0.2%
0.1%0.2%
0.1%0.3%
0.1%0.5%
0.1%0.5%
0.1%0.2%
0.1%0.2%
0.1%0.5%
0.1%0.3%
0.1%0.2%
0.1%0.3%
0.1%0.3%
0.1%0.6%
0.1%0.2%
0.1%0.3%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.3%
100.0%100.0%100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
Page 15
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
Which best describes your visit
to the Vail area?
Overnight visitor, spending tonight in the Vail, Eagle Count
Day visitor (not staying the night in the region)
Seasonal (second homeowner) resident of Vail/Eagle County
TOTAL
n =
72%78%69%
19%21%19%
9%1%12%
100%100%100%
1,294 408 886
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERNIGHT VISITORS ONLY OVERALL
Are you a first time summer visitor?
Yes No
How many nights did you stay
in the area on this trip? (cap 21
nights)
1
2
3 - 5
6 - 8
9 - 14
15 or more
TOTAL
Average
Median
How did you book your lodging
reservation?
Direct to timeshare
Directly with hotel/lodge property
Online travel agency Expedia, Travelocity
Directly with property owner or management company VRBO, Homeaway, Airbnb, etc.
Travel agent/tour company
My company's travel department
Another person spouse, child, friend, etc.
Other
Did not make advance reservations
Don't recall
TOTAL
9%11%7%
17%12%20%
38%43%35%
31%28%32%
3%6%2%
2%4%
100%100%100%
4.8 4.6 4.9
4.0 5.0 4.0
18%8%24%
23%22%24%
14%21%11%
8%5%10%
3%5%2%
3%6%1%
18%18%18%
14%13%14%
3%5%2%
1%2%
104%105%104%
30 Nov 16
Source: RRC Associates
Page 1
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
Approximately how many times
have you visited Vail in the
summer?
None, this is my first summer visit
One
2 to 4
5 to 10
More than 10
TOTAL
31%100%
6%8%
27%40%
11%16%
25%36%
100%100%100%
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
Which two best describe your
vacation?
Rest and relaxation
Sightseeing
Adventure
Play
Time with nature
Family time
Kid-friendly
TOTAL
What are the primary reasons
for your visit to Vail?
Business meeting or conference
Recreation/vacation/leisure
it friends/family/relatives
Special event/festival/concert
Wedding/family reunion
Other
TOTAL
44%38%47%
35%52%27%
25%29%23%
18%13%21%
26%22%28%
33%32%33%
10%6%11%
191%192%190%
7%9%6%
79%73%82%
26%25%27%
17%10%20%
10%13%9%
3%2%4%
143%133%148%
30 Nov 16
Source: RRC Associates
Page 2
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
Which of the following did you
or your group participate in
while in the area?
Epic Discovery or other on-mountain activities
Biking – road
Fly fishing
Golf
Hiking/backpacking
Horseback riding
Mountain climbing
Shopping
Sightseeing
Water sports/boating
Whitewater rafting
Other
TOTAL
10%9%11%
25%22%27%
7%3%9%
25%22%26%
50%45%53%
6%4%7%
11%10%11%
61%65%59%
62%73%58%
9%10%9%
15%15%15%
13%14%13%
295%290%297%
30 Nov 16
Source: RRC Associates
Page 3
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
How likely are you to
recommend the Town of Vail to
a friend or family member as a
summer destination?
0=Not at all likely
2
3
4
5=Neutral
6
7
8
9
10=Extremely likely
TOTAL
Average
Median
Net Promoter Category
Promoter (% responding 9 & 10)
Passive (% responding 7 & 8)
Detractor (% responding 0-6)
TOTAL
NPS
Overall, would you say that
your experience at the Town of
Vail has…?
Exceeded your expectations
Met your expectations
Not met your expectations
TOTAL
1%0%1%
0%0%0%
0%0%
0%0%0%
1%1%0%
1%1%1%
3%5%2%
12%15%10%
12%14%11%
71%63%74%
100%100%100%
9.4 9.2 9.4
10.0 10.0 10.0
82%77%85%
15%20%13%
3%3%3%
100%100%100%
79.4%74.0%81.9%
60%70%56%
39%28%43%
1%1%1%
100%100%100%
30 Nov 16
Source: RRC Associates
Page 4
VAIL Summer 2016
Rate the following...OVERALL
Are you a first time summer visitor?
Yes No
Overall visit to Vail was a good
value
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
I have visited or expect to visit
one of the Vail Visitors’ Centers
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
Parking in Vail is adequate and
easy to find in summer
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
40%43%39%
47%48%47%
5%2%6%
3%1%4%
5%6%5%
100%100%100%
1.7 1.6 1.7
15%19%14%
19%22%18%
22%22%23%
22%21%23%
20%16%22%
100%100%100%
2.7 2.5 2.7
23%23%23%
35%36%34%
13%8%15%
6%3%8%
23%29%20%
100%100%100%
2.0 1.9 2.1
30 Nov 16
Source: RRC Associates
Page 5
VAIL Summer 2016
Rate the following...OVERALL
Are you a first time summer visitor?
Yes No
Vail puts on high quality
events/festivals
1=Strongly agree
2=Agree
Not Applicable
TOTAL
Average
It’s easy to find my way around
Vail
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
It’s easy to find information on
what to do in the Vail area
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
52%35%59%
23%24%23%
25%41%17%
100%100%100%
1.3 1.4 1.3
60%51%64%
34%39%32%
4%7%2%
1%1%1%
1%1%1%
100%100%100%
1.4 1.6 1.4
62%58%64%
32%35%31%
1%1%
0%1%
4%6%4%
100%100%100%
1.4 1.4 1.3
30 Nov 16
Source: RRC Associates
Page 6
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
Who are you here with today?
No one – just me
Spouse/significant other
Children under 18
Children over 18
Friends
Other family
Other individuals
TOTAL
5%5%5%
73%70%74%
27%21%30%
12%13%12%
25%27%24%
28%27%29%
5%8%4%
176%172%178%
30 Nov 16
Source: RRC Associates
Page 7
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
Gender
Male
Female
TOTAL
Age of respondent
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
TOTAL
Average
Median
Location
Golden Peak Area
Meadow Drive / Covered Bridge / Bridge Street
Solaris Area
Mountain Plaza / Base of Gondola
Lionshead
Ford Amphitheater / Betty Ford Gardens
Ford Park
Other:
TOTAL
48%48%48%
52%52%52%
100%100%100%
0%0%0%
3%4%3%
13%16%11%
19%18%19%
17%15%18%
22%24%20%
20%17%22%
6%5%6%
100%100%100%
51.7 50.3 52.3
53.0 53.0 54.0
3%2%3%
45%47%44%
18%18%17%
10%9%10%
15%14%15%
3%3%3%
2%2%2%
6%8%6%
100%100%100%
30 Nov 16
Source: RRC Associates
Page 8
VAIL Summer 2016
OVERALL
Are you a first time summer visitor?
Yes No
U.S. CENSUS REGION / WORLD
REGION
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
U.S. CENSUS DIVISION
New England (CT, ME, MA, NH, RI, VT)
Middle Atlantic (NJ, NY, PA)
East North Central (IL, IN, MI, OH, WI)
West North Central (IA, KS, MN, MO, NE, ND, SD)
South Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV)
East South Central (AL, KY, MS, TN)
West South Central (AR, LA, OK, TX)
Mountain (AZ, CO, ID, MT, NV, NM, UT, WY)
Pacific (CA, OR, WA, AK, HI)
US overseas - armed forces, Samoa, VI, PR, etc.
International
TOTAL
U.S. CENSUS REGION / WORLD
REGION
Colorado Front Range (12 county - Weld to Elbert to Pueblo)
Other Colorado
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region (excl. Colorado)
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
6%10%4%
17%21%15%
26%34%23%
46%28%54%
0%0%0%
2%4%1%
2%1%2%
1%1%0%
0%1%
0%1%
0%0%
100%100%100%
2%3%2%
4%7%2%
8%13%7%
9%8%9%
10%17%8%
1%3%1%
14%14%14%
39%16%49%
7%12%5%
0%0%0%
5%7%4%
100%100%100%
32%11%41%
3%1%4%
6%10%4%
17%21%15%
26%34%23%
11%15%9%
0%0%0%
2%4%1%
2%1%2%
1%1%0%
0%1%
0%1%
0%0%
100%100%100%
30 Nov 16
Source: RRC Associates
Page 9
VAIL Summer 2016
State / Country OVERALL
Are you a first time summer visitor?
Yes No
Colorado
Texas
Florida
California
Illinois
Missouri
Arizona
Oklahoma
Kansas
Georgia
Minnesota
Nebraska
Ohio
Mexico
New York
Washington
Maryland
Massachusetts
Wisconsin
New Jersey
Pennsylvania
Louisiana
Arkansas
Virginia
Michigan
Indiana
Tennessee
Nevada
United Kingdom
Iowa
North Carolina
35.1%12.5%45.3%
10.5%8.9%11.2%
5.3%8.5%3.8%
5.2%7.7%4.1%
4.2%5.2%3.7%
2.8%2.3%3.0%
1.9%0.7%2.4%
1.7%2.6%1.4%
1.7%1.5%1.8%
1.7%3.7%0.8%
1.6%2.2%1.3%
1.6%0.5%2.1%
1.6%1.7%1.5%
1.5%1.2%1.6%
1.4%2.7%0.9%
1.3%3.3%0.3%
1.2%2.0%0.9%
1.2%1.2%1.2%
1.2%2.5%0.5%
1.1%2.5%0.5%
1.1%1.7%0.8%
0.9%1.3%0.8%
0.9%1.2%0.8%
0.9%0.8%0.9%
0.9%1.5%0.6%
0.7%1.7%0.2%
0.6%0.8%0.6%
0.6%1.0%0.5%
0.6%1.6%0.2%
0.6%1.2%0.3%
0.5%0.7%0.5%
0.5%1.0%0.3%(cont.)
Page 10
VAIL Summer 2016
State / Country OVERALL
Are you a first time summer visitor?
Yes No
STATE/ COUNTRY OF
RESIDENCE
Oregon
Canada
Germany
New Mexico
Connecticut
Kentucky
Utah
South Carolina
Mississippi
District of Columbia
Sweden
Ukraine
Russia
Australia
North Dakota
Idaho
Rhode Island
Vermont
Wyoming
International - unspecified
Argentina
Cayman Islands
Lithuania
Philippines
Taiwan
Armed Forces Europe
US Virgin Islands
West Virginia
Alabama
Delaware
Hawaii
0.5%1.0%0.3%
0.5%0.9%0.4%
0.5%0.4%0.6%
0.5%0.8%0.3%
0.5%0.7%0.3%
0.4%1.0%0.1%
0.4%0.5%0.4%
0.4%0.8%0.2%
0.3%0.5%0.2%
0.3%0.2%0.3%
0.3%0.9%
0.3%0.4%0.2%
0.3%0.4%0.2%
0.2%0.8%
0.2%0.2%0.2%
0.2%0.3%0.1%
0.2%0.5%
0.2%0.2%0.1%
0.2%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.4%
0.1%0.4%
0.1%0.3%
0.1%0.1%
0.1%0.3%
0.1%0.2%
0.1%0.1%
0.1%0.2%
0.1%0.2%
(cont.)
(cont.)
Page 11
VAIL Summer 2016
State / Country OVERALL
Are you a first time summer visitor?
Yes No
Maine
Montana
New Hampshire
TOTAL
0.1%0.2%
0.1%0.1%
0.1%0.2%
100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
DMA OVERALL
Are you a first time summer visitor?
Yes No
DESIGNATED MARKET AREA
Denver -- CO, NE, WY
International
Dallas - Fort Worth -- TX
Chicago -- IL, IN
Colorado Springs - Pueblo -- CO
Los Angeles -- CA
Houston -- TX
New York -- CT, NJ, NY, PA
Kansas City -- KS, MO
Phoenix -- AZ, CA
Saint Louis -- IL, MO
Minneapolis - Saint Paul -- MN, WI
Atlanta -- AL, GA, NC
Boston (Manchester) -- MA, NH, VT
Austin -- TX
Miami - Fort Lauderdale -- FL
Tampa - Saint Petersburg (Sarasota) -- FL
Seattle - Tacoma -- WA
San Francisco - Oakland - San Jose -- CA
Washington (Hagerstown) -- DC, MD, PA, VA, WV
Omaha -- IA, MO, NE
32.0%11.0%41.5%
5.0%7.5%3.9%
5.0%3.8%5.5%
3.2%3.4%3.0%
2.7%1.5%3.2%
2.5%3.1%2.2%
2.4%2.6%2.4%
2.1%3.9%1.3%
1.9%1.8%2.0%
1.6%0.5%2.1%
1.5%1.7%1.4%
1.5%2.0%1.2%
1.4%3.0%0.7%
1.3%1.5%1.2%
1.3%1.0%1.5%
1.2%1.8%1.0%
1.2%2.0%0.9%
1.2%3.3%0.2%
1.2%2.3%0.7%
1.2%1.0%1.2%
0.9%1.3%
0.9%2.0%0.4%(cont.)
Page 12
VAIL Summer 2016
DMA OVERALL
Are you a first time summer visitor?
Yes No
DESIGNATED MARKET AREA
Philadelphia -- DE, NJ, PA
Oklahoma City -- OK
Tulsa -- KS, OK
Orlando - Daytona Beach - Melbourne -- FL
West Palm Beach - Fort Pierce -- FL
Lincoln & Hastings - Kearney -- KS, NE
Baltimore -- MD
Milwaukee -- WI
Fort Myers - Naples -- FL
San Diego -- CA
Cincinnati -- IN, KY, OH
Albuquerque - Santa Fe -- AZ, CO, NM
San Antonio -- TX
Fort Smith - Fayetteville - Springdale - Rogers -- AR, OK
Salt Lake City -- CO, ID, NV, UT
Wichita - Hutchinson -- KS, NE, OK
Jacksonville, Brunswick -- FL, GA
New Orleans -- LA, MS
Savannah -- GA, SC
Little Rock - Pine Bluff -- AR
Santa Barbara - Santa Maria - San Luis Obispo -- CA
Nashville -- KY, TN
Grand Junction - Montrose -- CO
Detroit -- MI
Cleveland -- OH
Charlotte -- NC, SC
Indianapolis -- IN
Dayton -- IN, OH
Memphis -- AR, MS, MO, TN
Portland -- OR, WA
Las Vegas -- NV
Grand Rapids - Kalamazoo - Battle Creek -- MI
0.9%2.0%0.4%
0.8%1.3%0.6%
0.8%1.0%0.7%
0.7%1.0%0.6%
0.7%0.8%0.7%
0.7%0.5%0.8%
0.7%1.5%0.3%
0.7%1.2%0.4%
0.7%1.1%0.5%
0.6%0.8%0.6%
0.6%1.0%0.5%
0.6%0.8%0.6%
0.6%0.5%0.7%
0.5%0.7%0.4%
0.5%0.5%0.5%
0.5%0.5%0.5%
0.5%1.2%0.1%
0.4%0.8%0.2%
0.4%0.8%0.2%
0.4%0.5%0.3%
0.3%0.5%0.2%
0.3%0.8%0.1%
0.3%0.5%
0.3%0.5%0.2%
0.3%0.2%0.3%
0.3%0.2%0.3%
0.3%0.5%0.2%
0.3%0.3%0.3%
0.3%0.5%
0.3%0.5%0.2%
0.3%0.7%0.1%
0.3%0.3%0.3%
0.3%0.5%0.2%
(cont.)
(cont.)
Page 13
VAIL Summer 2016
DMA OVERALL
Are you a first time summer visitor?
Yes No
DESIGNATED MARKET AREA
Davenport - Rock Island - Moline -- IL, IA
Norfolk - Portsmouth - Newport News -- NC, VA
Madison -- WI
Tucson (Sierra Vista) -- AZ
Columbus -- OH
Champaign & Springfield - Decatur -- IL
Sacramento - Stockton - Modesto -- CA
Louisville -- IN, KY
Rockford -- IL
Harrisburg - Lancaster - Lebanon - York -- PA
Topeka -- KS
Shreveport -- AR, LA, OK, TX
Tyler - Longview (Lufkin & Nacogdoches) -- TX
Reno -- CA, NV
Pittsburgh -- MD, PA, WV
Buffalo -- NY, PA
Hartford & New Haven -- CT
Springfield -- AR, MO
Jackson -- MS
Sherman - Ada -- OK, TX
Fargo - Valley City -- MN, ND
US territories/overseas armed forces
Providence - New Bedford -- MA, RI
Tri-Cities -- KY, TN, VA
Lafayette -- IN
Harlingen - Weslaco - Brownsville - McAllen -- TX
Cedar Rapids - Waterloo & Dubuque -- IA
Peoria - Bloomington -- IL
Des Moines - Ames -- IA, MO
Boise -- ID, OR
Monterey - Salinas -- CA
Flint - Saginaw - Bay City -- MI
0.3%0.5%0.2%
0.3%0.2%0.3%
0.3%0.7%0.1%
0.3%0.2%0.3%
0.2%0.2%0.2%
0.2%0.3%0.2%
0.2%0.5%0.1%
0.2%0.5%0.1%
0.2%0.2%0.2%
0.2%0.3%0.2%
0.2%0.3%0.2%
0.2%0.3%
0.2%0.2%0.2%
0.2%0.2%0.2%
0.2%0.2%0.2%
0.2%0.5%0.1%
0.2%0.2%0.2%
0.2%0.2%0.2%
0.2%0.5%0.1%
0.2%0.6%
0.2%0.3%0.1%
0.2%0.3%0.1%
0.2%0.5%
0.2%0.2%0.1%
0.2%0.5%
0.2%0.2%
0.2%0.5%
0.2%0.3%0.1%
0.2%0.2%0.1%
0.2%0.3%0.1%
0.2%0.2%0.1%
0.2%0.5%
0.2%0.2%0.1%
(cont.)
(cont.)
Page 14
VAIL Summer 2016
DMA OVERALL
Are you a first time summer visitor?
Yes No
DESIGNATED MARKET AREA
Charleston -- SC
Burlington - Plattsburgh -- NH, NY, VT
Raleigh - Durham (Fayetteville) -- NC, VA
Wilkes Barre - Scranton -- PA
Corpus Christi -- TX
Joplin - Pittsburg -- KS, MO, OK
Columbia - Jefferson City -- MO
Wichita Falls & Lawton -- OK, TX
Saint Joseph -- KS, MO
Lake Charles -- LA
Minot - Bismarck - Dickinson -- MT, ND, SD
Baton Rouge -- LA, MS
Spokane -- ID, MT, OR, WA
Augusta -- GA, SC
Lexington -- KY
Charleston-Huntington -- KY, WV
Amarillo -- KS, NM, TX
Lafayette -- LA
Mobile - Pensacola (Fort Walton Beach) -- AL, FL, MS
Biloxi - Gulfport -- MS
Portland - Auburn -- ME, NH, VT
Fort Wayne -- IN, OH
Tallahassee - Thomasville -- FL, GA
Rochester -- NY
Greenville - New Bern - Washington -- NC
Marquette -- MI, WI
Syracuse -- NY
Richmond - Petersburg -- VA
Greenville - Spartansburg - Asheville - Anderson -- GA, NC,
Salisbury -- DE, MD
Gainesville -- FL
Parkersburg -- OH, WV
0.2%0.2%0.1%
0.2%0.2%0.1%
0.2%0.2%0.1%
0.2%0.2%0.1%
0.2%0.2%
0.2%0.2%
0.2%0.2%0.1%
0.2%0.2%
0.2%0.2%
0.2%0.2%0.1%
0.2%0.2%0.1%
0.2%0.2%
0.2%0.2%
0.1%0.3%
0.1%0.3%
0.1%0.3%
0.1%0.1%
0.1%0.3%
0.1%0.3%
0.1%0.1%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.1%
0.1%0.1%
0.1%0.2%
0.1%0.2%
0.1%0.1%
0.1%0.1%
0.1%0.1%
(cont.)
(cont.)
Page 15
VAIL Summer 2016
DMA OVERALL
Are you a first time summer visitor?
Yes No
DESIGNATED MARKET AREA
Rochester - Mason City - Austin -- IA, MN
Sioux City -- IA, NE, SD
Victoria -- TX
Odessa - Midland -- NM, TX
Evansville -- IL, IN, KY
San Angelo -- TX
Duluth - Superior -- MI, MN, WI
Huntsville - Decatur (Florence) -- AL, TN
La Crosse - Eau Claire -- MN, WI
Quincy - Hannibal - Keokuk -- IL, IA
Honolulu -- HI
Billings -- MT, WY
Cheyenne - Scottsbluff -- NE, WY
El Paso -- NM, TX
Eugene -- OR
Eureka -- CA
Medford - Klamath Falls -- CA, OR
Fresno - Visalia -- CA
TOTAL
0.1%0.1%
0.1%0.1%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.1%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.2%
0.1%0.1%
0.1%0.2%
0.1%0.2%
100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
Page 16
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Which best describes your visit
to the Vail area?
Overnight visitor, spending tonight in the Vail, Eagle Count
Day visitor (not staying the night in the region)
Seasonal (second homeowner) resident of Vail/Eagle County
TOTAL
n =
72%73%69%53%
19%17%28%36%
9%10%3%11%
100%100%100%100%
1,290 1,060 193 37
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERNIGHT VISITORS ONLY OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
How many nights did you stay
in the area on this trip? (cap 21
nights)
1
2
3 - 5
6 - 8
9 - 14
15 or more
TOTAL
Average
Median
How did you book your lodging
reservation?
Direct to timeshare
Directly with hotel/lodge property
Online travel agency Expedia, Travelocity
Directly with property owner or management company VRBO, Homeaway, Airbnb, etc.
Travel agent/tour company
My company's travel department
Another person spouse, child, friend, etc.
Other
Did not make advance reservations
Don't recall
TOTAL
9%9%8%
17%16%22%53%
38%37%48%
31%32%23%
3%4%
2%2%47%
100%100%100%100%
4.8 4.8 4.0 10.9
4.0 4.0 4.0 10.8
18%20%13%
23%21%44%
14%14%8%53%
8%8%4%47%
3%3%5%
3%2%7%
18%19%13%
14%13%16%
3%3%
1%1%
104%104%109%100%
30 Nov 16
Source: RRC Associates
Page 1
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Approximately how many times
have you visited Vail in the
summer?
None, this is my first summer visit
One
2 to 4
5 to 10
More than 10
TOTAL
31%29%42%34%
6%5%9%8%
27%28%26%19%
11%11%11%11%
25%27%11%29%
100%100%100%100%
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Which two best describe your
vacation?
Rest and relaxation
Sightseeing
Adventure
Play
Time with nature
Family time
Kid-friendly
TOTAL
What are the primary reasons
for your visit to Vail?
Business meeting or conference
Recreation/vacation/leisure
it friends/family/relatives
Special event/festival/concert
Wedding/family reunion
Other
TOTAL
44%43%48%52%
35%35%35%16%
25%25%20%34%
18%17%26%18%
26%26%30%24%
33%34%29%17%
10%10%5%25%
191%190%193%184%
7%6%11%12%
79%81%67%80%
26%26%31%4%
17%18%15%11%
10%9%18%8%
3%3%3%4%
143%144%145%119%
30 Nov 16
Source: RRC Associates
Page 2
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Which of the following did you
or your group participate in
while in the area?
Epic Discovery or other on-mountain activities
Biking – road
Fly fishing
Golf
Hiking/backpacking
Horseback riding
Mountain climbing
Shopping
Sightseeing
Water sports/boating
Whitewater rafting
Other
TOTAL
10%11%6%12%
25%26%18%34%
7%8%3%11%
25%25%28%11%
50%49%63%44%
6%7%
11%9%27%
61%62%55%43%
63%63%73%21%
9%8%16%11%
15%15%18%
13%11%19%35%
295%294%328%222%
30 Nov 16
Source: RRC Associates
Page 3
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
How likely are you to
recommend the Town of Vail to
a friend or family member as a
summer destination?
0=Not at all likely
2
3
4
5=Neutral
6
7
8
9
10=Extremely likely
TOTAL
Average
Median
Net Promoter Category
Promoter (% responding 9 & 10)
Passive (% responding 7 & 8)
Detractor (% responding 0-6)
TOTAL
NPS
Overall, would you say that
your experience at the Town of
Vail has…?
Exceeded your expectations
Met your expectations
Not met your expectations
TOTAL
1%23%
0%11%
0%3%
0%11%
1%21%
1%32%
3%23%
12%77%
12%14%
71%86%
100%100%100%100%
9.4 9.9 7.8 3.7
10.0 10.0 8.0 5.0
82%100%
15%100%
3%100%
100%100%100%100%
79.4%100.0%0.0%-100.0%
60%66%37%22%
39%34%62%54%
1%0%1%24%
100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 4
VAIL Summer 2016
Rate the following...OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Overall visit to Vail was a good
value
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
I have visited or expect to visit
one of the Vail Visitors’ Centers
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
Parking in Vail is adequate and
easy to find in summer
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
40%44%24%10%
47%45%61%51%
5%4%6%10%
3%3%3%19%
5%5%6%10%
100%100%100%100%
1.7 1.6 1.9 2.4
15%15%15%20%
19%19%25%10%
22%21%33%21%
22%24%14%19%
20%21%12%30%
100%100%100%100%
2.6 2.7 2.5 2.6
23%23%22%39%
35%38%18%
13%11%27%10%
6%5%6%40%
23%23%27%11%
100%100%100%100%
2.0 2.0 2.2 2.6
30 Nov 16
Source: RRC Associates
Page 5
VAIL Summer 2016
Rate the following...OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Vail puts on high quality
events/festivals
1=Strongly agree
2=Agree
Not Applicable
TOTAL
Average
It’s easy to find my way around
Vail
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
It’s easy to find information on
what to do in the Vail area
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
52%57%25%30%
24%21%42%32%
24%22%34%39%
100%100%100%100%
1.3 1.3 1.6 1.5
60%62%52%44%
34%33%45%34%
4%4%11%
1%0%3%
1%1%11%
100%100%100%100%
1.4 1.4 1.6 1.6
62%63%58%54%
33%33%38%12%
1%1%
0%11%
4%4%3%24%
100%100%100%100%
1.4 1.4 1.4 1.6
30 Nov 16
Source: RRC Associates
Page 6
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Who are you here with today?
No one – just me
Spouse/significant other
Children under 18
Children over 18
Friends
Other family
Other individuals
TOTAL
5%4%9%8%
73%74%69%54%
27%29%17%25%
12%13%7%8%
25%24%33%19%
28%29%24%21%
5%4%14%5%
177%178%173%141%
30 Nov 16
Source: RRC Associates
Page 7
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Gender
Male
Female
TOTAL
Age of respondent
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
TOTAL
Average
Median
Location
Golden Peak Area
Meadow Drive / Covered Bridge / Bridge Street
Solaris Area
Mountain Plaza / Base of Gondola
Lionshead
Ford Amphitheater / Betty Ford Gardens
Ford Park
Other:
TOTAL
48%46%61%36%
52%54%39%64%
100%100%100%100%
0%1%
3%3%5%6%
13%11%21%17%
19%19%16%15%
17%18%15%12%
22%21%23%32%
20%21%17%16%
6%6%4%3%
100%100%100%100%
51.7 52.3 48.5 50.0
53.0 54.0 49.0 55.7
3%3%2%3%
45%45%44%55%
17%18%16%23%
10%10%8%6%
15%15%15%7%
3%2%6%
2%2%3%
6%6%6%6%
100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 8
VAIL Summer 2016
OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
U.S. CENSUS REGION / WORLD
REGION
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
U.S. CENSUS DIVISION
New England (CT, ME, MA, NH, RI, VT)
Middle Atlantic (NJ, NY, PA)
East North Central (IL, IN, MI, OH, WI)
West North Central (IA, KS, MN, MO, NE, ND, SD)
South Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV)
East South Central (AL, KY, MS, TN)
West South Central (AR, LA, OK, TX)
Mountain (AZ, CO, ID, MT, NV, NM, UT, WY)
Pacific (CA, OR, WA, AK, HI)
US overseas - armed forces, Samoa, VI, PR, etc.
International
TOTAL
U.S. CENSUS REGION / WORLD
REGION
Colorado Front Range (12 county - Weld to Elbert to Pueblo)
Other Colorado
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region (excl. Colorado)
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
6%6%5%6%
17%17%15%21%
26%27%18%26%
46%45%54%43%
0%0%
2%2%3%
2%2%1%5%
1%0%2%
0%2%
0%0%
0%0%
100%100%100%100%
2%2%3%
4%4%3%6%
8%8%7%18%
9%9%8%3%
10%11%9%14%
1%2%1%
14%15%8%12%
39%38%44%38%
7%7%10%6%
0%0%
5%5%7%5%
100%100%100%100%
32%31%37%24%
3%3%3%9%
6%6%5%6%
17%17%15%21%
26%27%18%26%
11%10%14%11%
0%0%
2%2%3%
2%2%1%5%
1%0%2%
0%2%
0%0%
0%0%
100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 9
VAIL Summer 2016
State / Country OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Colorado
Texas
Florida
California
Illinois
Missouri
Arizona
Oklahoma
Kansas
Georgia
Minnesota
Nebraska
Ohio
Mexico
New York
Washington
Maryland
Massachusetts
Wisconsin
New Jersey
Pennsylvania
Louisiana
Arkansas
Virginia
Michigan
Indiana
Tennessee
Nevada
United Kingdom
Iowa
35.1%34.4%39.8%32.3%
10.5%11.4%6.3%5.9%
5.3%5.4%3.7%11.1%
5.2%5.2%6.2%
4.2%4.3%4.6%
2.8%3.1%1.5%
1.9%1.9%1.6%2.8%
1.7%1.8%1.1%3.1%
1.7%1.9%1.1%
1.6%1.8%1.0%
1.6%1.4%2.6%2.8%
1.6%1.9%0.6%
1.5%1.2%1.6%9.1%
1.5%1.7%4.5%
1.5%1.6%0.5%2.8%
1.3%0.8%3.6%2.8%
1.3%1.2%1.5%
1.3%1.1%2.1%
1.2%1.3%2.8%
1.1%1.2%1.0%
1.1%1.1%1.0%2.8%
1.0%1.1%0.5%
0.9%0.9%0.5%2.8%
0.9%0.6%2.1%3.1%
0.9%0.8%0.5%5.9%
0.7%0.8%0.5%
0.6%0.7%0.6%
0.6%0.5%1.6%
0.6%0.5%1.6%
0.6%0.6%1.0%
0.5%0.6%0.5%(cont.)
Page 10
VAIL Summer 2016
State / Country OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
STATE/ COUNTRY OF
RESIDENCE
North Carolina
Oregon
Canada
Germany
New Mexico
Connecticut
Kentucky
Utah
South Carolina
Mississippi
District of Columbia
Sweden
Ukraine
Russia
Australia
North Dakota
Idaho
Rhode Island
Vermont
Wyoming
International - unspecified
Argentina
Cayman Islands
Lithuania
Philippines
Taiwan
Armed Forces Europe
US Virgin Islands
West Virginia
Alabama
0.5%0.6%0.5%
0.5%0.5%0.5%2.8%
0.5%0.3%1.6%
0.5%0.5%0.8%
0.5%0.4%0.6%2.8%
0.5%0.5%0.5%
0.4%0.5%
0.4%0.5%
0.4%0.5%
0.3%0.3%0.5%
0.3%0.4%
0.3%0.2%0.9%
0.3%0.3%
0.3%0.3%
0.2%1.6%
0.2%0.1%1.1%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.1%0.2%
0.1%0.8%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.2%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
(cont.)
(cont.)
Page 11
VAIL Summer 2016
State / Country OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
Delaware
Hawaii
Maine
Montana
New Hampshire
TOTAL
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
100.0%100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
DMA OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
DESIGNATED MARKET AREA
Denver -- CO, NE, WY
International
Dallas - Fort Worth -- TX
Chicago -- IL, IN
Colorado Springs - Pueblo -- CO
Los Angeles -- CA
Houston -- TX
New York -- CT, NJ, NY, PA
Kansas City -- KS, MO
Phoenix -- AZ, CA
Saint Louis -- IL, MO
Minneapolis - Saint Paul -- MN, WI
Atlanta -- AL, GA, NC
Boston (Manchester) -- MA, NH, VT
Austin -- TX
Miami - Fort Lauderdale -- FL
Tampa - Saint Petersburg (Sarasota) -- FL
Seattle - Tacoma -- WA
San Francisco - Oakland - San Jose -- CA
Washington (Hagerstown) -- DC, MD, PA, VA, WV
32.1%31.3%37.2%26.4%
5.0%4.6%7.5%4.5%
4.9%5.4%2.6%2.8%
3.2%3.3%3.0%
2.7%2.7%2.6%2.8%
2.5%2.5%2.6%
2.4%2.4%3.1%
2.1%2.1%2.0%2.8%
1.9%2.2%0.6%
1.6%1.5%1.6%2.8%
1.5%1.7%0.5%
1.5%1.4%1.6%2.8%
1.3%1.4%1.0%
1.3%1.2%2.1%
1.3%1.5%3.1%
1.2%1.1%1.6%2.8%
1.2%1.2%8.3%
1.2%0.7%3.6%2.8%
1.2%1.1%1.6%
1.2%1.1%2.1%
0.9%1.1%(cont.)
Page 12
VAIL Summer 2016
DMA OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
DESIGNATED MARKET AREA
Omaha -- IA, MO, NE
Philadelphia -- DE, NJ, PA
Oklahoma City -- OK
Tulsa -- KS, OK
Orlando - Daytona Beach - Melbourne -- FL
West Palm Beach - Fort Pierce -- FL
Lincoln & Hastings - Kearney -- KS, NE
Baltimore -- MD
Milwaukee -- WI
Fort Myers - Naples -- FL
San Diego -- CA
Albuquerque - Santa Fe -- AZ, CO, NM
San Antonio -- TX
Cincinnati -- IN, KY, OH
Fort Smith - Fayetteville - Springdale - Rogers -- AR, OK
Salt Lake City -- CO, ID, NV, UT
Wichita - Hutchinson -- KS, NE, OK
Jacksonville, Brunswick -- FL, GA
New Orleans -- LA, MS
Savannah -- GA, SC
Little Rock - Pine Bluff -- AR
Santa Barbara - Santa Maria - San Luis Obispo -- CA
Nashville -- KY, TN
Grand Junction - Montrose -- CO
Detroit -- MI
Cleveland -- OH
Charlotte -- NC, SC
Indianapolis -- IN
Dayton -- IN, OH
Memphis -- AR, MS, MO, TN
Portland -- OR, WA
Las Vegas -- NV
Grand Rapids - Kalamazoo - Battle Creek -- MI
Davenport - Rock Island - Moline -- IL, IA
Norfolk - Portsmouth - Newport News -- NC, VA
0.9%1.1%
0.9%0.9%0.5%2.8%
0.8%0.9%3.1%
0.8%0.8%1.1%
0.7%0.7%1.0%
0.7%0.8%0.6%
0.7%0.8%0.6%
0.7%0.7%1.0%
0.7%0.8%
0.7%0.8%
0.6%0.6%1.0%
0.6%0.6%0.6%2.8%
0.6%0.8%
0.6%0.4%0.6%5.9%
0.5%0.6%
0.5%0.6%
0.5%0.5%0.6%
0.5%0.6%
0.4%0.5%
0.4%0.5%
0.4%0.3%0.5%2.8%
0.3%0.4%
0.3%0.3%0.6%
0.3%0.3%3.1%
0.3%0.4%
0.3%0.3%3.1%
0.3%0.4%
0.3%0.3%0.5%
0.3%0.3%0.6%
0.3%0.4%
0.3%0.3%0.5%
0.3%0.2%1.0%
0.3%0.3%3.1%
0.3%0.4%
0.3%0.3%0.5%
0.3%0.3%2.8%
(cont.)
(cont.)
Page 13
VAIL Summer 2016
DMA OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
DESIGNATED MARKET AREA
Madison -- WI
Tucson (Sierra Vista) -- AZ
Columbus -- OH
Champaign & Springfield - Decatur -- IL
Sacramento - Stockton - Modesto -- CA
Louisville -- IN, KY
Rockford -- IL
Harrisburg - Lancaster - Lebanon - York -- PA
Topeka -- KS
Shreveport -- AR, LA, OK, TX
Tyler - Longview (Lufkin & Nacogdoches) -- TX
Reno -- CA, NV
Pittsburgh -- MD, PA, WV
Buffalo -- NY, PA
Hartford & New Haven -- CT
Springfield -- AR, MO
Jackson -- MS
Sherman - Ada -- OK, TX
Fargo - Valley City -- MN, ND
US territories/overseas armed forces
Providence - New Bedford -- MA, RI
Tri-Cities -- KY, TN, VA
Lafayette -- IN
Harlingen - Weslaco - Brownsville - McAllen -- TX
Cedar Rapids - Waterloo & Dubuque -- IA
Peoria - Bloomington -- IL
Des Moines - Ames -- IA, MO
Boise -- ID, OR
Monterey - Salinas -- CA
Flint - Saginaw - Bay City -- MI
Charleston -- SC
Burlington - Plattsburgh -- NH, NY, VT
Raleigh - Durham (Fayetteville) -- NC, VA
Wilkes Barre - Scranton -- PA
Corpus Christi -- TX
0.3%0.3%2.8%
0.3%0.4%
0.2%0.2%0.5%
0.2%0.1%1.1%
0.2%0.3%
0.2%0.3%
0.2%0.2%0.5%
0.2%0.3%
0.2%0.3%
0.2%0.3%
0.2%0.3%
0.2%0.2%0.6%
0.2%0.2%0.5%
0.2%0.3%
0.2%0.3%
0.2%0.2%0.5%
0.2%0.2%0.5%
0.2%0.1%0.6%
0.2%1.1%
0.2%0.2%
0.2%0.2%
0.2%0.1%3.1%
0.2%0.2%
0.2%0.2%
0.2%0.1%0.5%
0.2%0.2%
0.2%0.1%0.5%
0.2%0.2%
0.2%0.1%0.5%
0.2%0.1%0.5%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.1%0.5%
(cont.)
(cont.)
Page 14
VAIL Summer 2016
DMA OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
DESIGNATED MARKET AREA
Joplin - Pittsburg -- KS, MO, OK
Columbia - Jefferson City -- MO
Wichita Falls & Lawton -- OK, TX
Saint Joseph -- KS, MO
Lake Charles -- LA
Minot - Bismarck - Dickinson -- MT, ND, SD
Baton Rouge -- LA, MS
Spokane -- ID, MT, OR, WA
Augusta -- GA, SC
Lexington -- KY
Charleston-Huntington -- KY, WV
Amarillo -- KS, NM, TX
Lafayette -- LA
Mobile - Pensacola (Fort Walton Beach) -- AL, FL, MS
Biloxi - Gulfport -- MS
Portland - Auburn -- ME, NH, VT
Fort Wayne -- IN, OH
Tallahassee - Thomasville -- FL, GA
Rochester -- NY
Greenville - New Bern - Washington -- NC
Marquette -- MI, WI
Syracuse -- NY
Richmond - Petersburg -- VA
Greenville - Spartansburg - Asheville - Anderson -- GA, NC,
Salisbury -- DE, MD
Gainesville -- FL
Parkersburg -- OH, WV
Rochester - Mason City - Austin -- IA, MN
Sioux City -- IA, NE, SD
Victoria -- TX
Odessa - Midland -- NM, TX
Evansville -- IL, IN, KY
San Angelo -- TX
Duluth - Superior -- MI, MN, WI
Huntsville - Decatur (Florence) -- AL, TN
0.2%0.1%0.5%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.1%0.5%
0.2%0.1%0.5%
0.2%0.2%
0.2%0.2%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.6%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.5%
0.1%2.8%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.5%
0.1%0.1%
0.1%0.1%
(cont.)
(cont.)
Page 15
VAIL Summer 2016
DMA OVERALL
(NPS) How likely are you to recommend the Town of Vail to
friends and family, as a summer destination (0-10)?
9/10 (Promoter)7/8 (Passive)
6 or less
(Detractor)
DESIGNATED MARKET AREA
La Crosse - Eau Claire -- MN, WI
Quincy - Hannibal - Keokuk -- IL, IA
Honolulu -- HI
Billings -- MT, WY
Cheyenne - Scottsbluff -- NE, WY
El Paso -- NM, TX
Eugene -- OR
Eureka -- CA
Medford - Klamath Falls -- CA, OR
Fresno - Visalia -- CA
TOTAL
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%2.8%
0.1%0.5%
0.1%0.1%
0.1%0.1%
100.0%100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
Page 16
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Which best describes your visit
to the Vail area?
Overnight visitor, spending tonight in the Vail, Eagle Count
Day visitor (not staying the night in the region)
Seasonal (second homeowner) resident of Vail/Eagle County
TOTAL
n =
72%79%
19%21%
9%100%
100%100%100%
1,294 113 1,182
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERNIGHT VISITORS ONLY OVERALL
Are you a
seasonal (second
homeowner)
resident of
Vail/Eagle
County?
No
How many nights did you stay
in the area on this trip? (cap 21
nights)
1
2
3 - 5
6 - 8
9 - 14
15 or more
TOTAL
Average
Median
How did you book your lodging
reservation?
Direct to timeshare
Directly with hotel/lodge property
Online travel agency Expedia, Travelocity
Directly with property owner or management company VRBO, Homeaway, Airbnb, etc.
Travel agent/tour company
My company's travel department
Another person spouse, child, friend, etc.
Other
Did not make advance reservations
Don't recall
TOTAL
9%9%
17%17%
38%38%
31%31%
3%3%
2%2%
100%100%
4.8 4.8
4.0 4.0
18%18%
23%23%
14%14%
8%8%
3%3%
3%3%
18%18%
14%14%
3%3%
1%1%
104%104%
30 Nov 16
Source: RRC Associates
Page 1
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Approximately how many times
have you visited Vail in the
summer?
None, this is my first summer visit
One
2 to 4
5 to 10
More than 10
TOTAL
32%4%34%
6%5%6%
27%24%27%
11%13%11%
25%53%22%
100%100%100%
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Which two best describe your
vacation?
Rest and relaxation
Sightseeing
Adventure
Play
Time with nature
Family time
Kid-friendly
TOTAL
What are the primary reasons
for your visit to Vail?
Business meeting or conference
Recreation/vacation/leisure
it friends/family/relatives
Special event/festival/concert
Wedding/family reunion
Other
TOTAL
44%54%43%
35%18%36%
25%22%25%
18%21%18%
26%31%26%
33%35%32%
10%10%10%
190%192%190%
7%5%7%
79%93%78%
26%38%25%
17%27%16%
10%9%10%
3%4%3%
143%176%140%
30 Nov 16
Source: RRC Associates
Page 2
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Which of the following did you
or your group participate in
while in the area?
Epic Discovery or other on-mountain activities
Biking – road
Fly fishing
Golf
Hiking/backpacking
Horseback riding
Mountain climbing
Shopping
Sightseeing
Water sports/boating
Whitewater rafting
Other
TOTAL
10%21%9%
25%50%22%
7%18%6%
25%47%22%
50%68%48%
6%15%5%
11%24%10%
61%75%59%
62%52%64%
9%14%9%
15%36%12%
13%20%12%
295%439%279%
30 Nov 16
Source: RRC Associates
Page 3
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
How likely are you to
recommend the Town of Vail to
a friend or family member as a
summer destination?
0=Not at all likely
2
3
4
5=Neutral
6
7
8
9
10=Extremely likely
TOTAL
Average
Median
Net Promoter Category
Promoter (% responding 9 & 10)
Passive (% responding 7 & 8)
Detractor (% responding 0-6)
TOTAL
NPS
Overall, would you say that
your experience at the Town of
Vail has…?
Exceeded your expectations
Met your expectations
Not met your expectations
TOTAL
1%1%1%
0%1%0%
0%0%
0%1%0%
1%1%
1%1%1%
3%4%
12%5%12%
12%11%12%
70%80%69%
100%100%100%
9.4 9.5 9.4
10.0 10.0 10.0
82%92%81%
15%5%16%
3%4%3%
100%100%100%
79.3%87.8%78.5%
60%62%60%
39%37%39%
1%1%1%
100%100%100%
30 Nov 16
Source: RRC Associates
Page 4
VAIL Summer 2016
Rate the following...OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Overall visit to Vail was a good
value
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
I have visited or expect to visit
one of the Vail Visitors’ Centers
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
Parking in Vail is adequate and
easy to find in summer
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
40%54%38%
47%42%48%
5%3%5%
3%4%
5%6%
100%100%100%
1.7 1.5 1.7
15%17%
19%21%19%
22%30%22%
22%32%21%
20%17%21%
100%100%100%
2.7 3.1 2.6
23%14%24%
35%47%33%
13%3%14%
6%8%6%
23%28%22%
100%100%100%
2.0 2.1 2.0
30 Nov 16
Source: RRC Associates
Page 5
VAIL Summer 2016
Rate the following...OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Vail puts on high quality
events/festivals
1=Strongly agree
2=Agree
Not Applicable
TOTAL
Average
It’s easy to find my way around
Vail
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
It’s easy to find information on
what to do in the Vail area
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
52%77%49%
23%23%24%
25%27%
100%100%100%
1.3 1.2 1.3
60%72%59%
34%28%35%
4%4%
1%1%
1%1%
100%100%100%
1.4 1.3 1.5
62%83%60%
32%10%35%
1%3%0%
0%0%
4%4%5%
100%100%100%
1.4 1.2 1.4
30 Nov 16
Source: RRC Associates
Page 6
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Who are you here with today?
No one – just me
Spouse/significant other
Children under 18
Children over 18
Friends
Other family
Other individuals
TOTAL
5%6%5%
73%78%72%
27%42%26%
12%15%12%
25%28%25%
28%42%27%
5%3%6%
176%213%173%
30 Nov 16
Source: RRC Associates
Page 7
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Gender
Male
Female
TOTAL
Age of respondent
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
TOTAL
Average
Median
Location
Golden Peak Area
Meadow Drive / Covered Bridge / Bridge Street
Solaris Area
Mountain Plaza / Base of Gondola
Lionshead
Ford Amphitheater / Betty Ford Gardens
Ford Park
Other:
TOTAL
48%41%49%
52%59%51%
100%100%100%
0%1%0%
3%3%3%
13%3%14%
19%21%18%
17%21%17%
22%19%22%
20%25%20%
6%5%6%
100%100%100%
51.7 54.2 51.4
53.0 54.5 53.0
3%4%2%
45%48%45%
18%21%17%
9%8%10%
15%7%15%
3%1%3%
2%3%2%
6%7%6%
100%100%100%
30 Nov 16
Source: RRC Associates
Page 8
VAIL Summer 2016
OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
U.S. CENSUS REGION / WORLD
REGION
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
U.S. CENSUS DIVISION
New England (CT, ME, MA, NH, RI, VT)
Middle Atlantic (NJ, NY, PA)
East North Central (IL, IN, MI, OH, WI)
West North Central (IA, KS, MN, MO, NE, ND, SD)
South Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV)
East South Central (AL, KY, MS, TN)
West South Central (AR, LA, OK, TX)
Mountain (AZ, CO, ID, MT, NV, NM, UT, WY)
Pacific (CA, OR, WA, AK, HI)
US overseas - armed forces, Samoa, VI, PR, etc.
International
TOTAL
U.S. CENSUS REGION / WORLD
REGION
Colorado Front Range (12 county - Weld to Elbert to Pueblo)
Other Colorado
Northeastern US Census Region
Midwestern US Census Region
Southern US Census Region
Western US Census Region (excl. Colorado)
US overseas - armed forces, Samoa, VI, PR, etc.
Europe
Latin America / Caribbean
Canada
Australia/NZ
Asia
Middle East, Africa, Other International
TOTAL
6%2%6%
17%21%17%
26%36%25%
46%34%47%
0%0%
2%2%2%
2%6%1%
1%1%
0%0%
0%0%
0%0%
100%100%100%
2%2%
4%2%4%
8%11%8%
9%10%8%
10%17%10%
1%3%1%
14%16%14%
39%28%40%
7%6%7%
0%0%
5%7%5%
100%100%100%
32%25%33%
3%1%4%
6%2%6%
17%21%17%
26%36%25%
11%8%11%
0%0%
2%2%2%
2%6%1%
1%1%
0%0%
0%0%
0%0%
100%100%100%
30 Nov 16
Source: RRC Associates
Page 9
VAIL Summer 2016
State / Country OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Colorado
Texas
Florida
California
Illinois
Missouri
Arizona
Oklahoma
Kansas
Georgia
Minnesota
Nebraska
Ohio
Mexico
New York
Washington
Maryland
Massachusetts
Wisconsin
New Jersey
Pennsylvania
Arkansas
Louisiana
Virginia
Michigan
Indiana
Tennessee
Nevada
United Kingdom
Iowa
35.1%25.6%36.1%
10.5%13.7%10.2%
5.2%8.1%4.9%
5.2%5.5%5.2%
4.1%7.2%3.8%
2.8%2.7%2.8%
1.9%1.7%1.9%
1.8%1.0%1.8%
1.7%0.9%1.8%
1.7%1.7%1.7%
1.6%2.6%1.5%
1.6%3.8%1.4%
1.6%2.8%1.5%
1.5%4.2%1.2%
1.5%1.0%1.5%
1.3%1.4%
1.3%3.6%1.0%
1.2%1.3%
1.2%1.3%
1.1%1.2%
1.1%0.9%1.1%
0.9%0.9%0.9%
0.9%0.9%0.9%
0.9%1.7%0.8%
0.9%0.9%0.9%
0.7%0.8%
0.6%1.8%0.5%
0.6%0.7%
0.6%0.7%
0.6%0.7%
0.5%1.0%0.5%(cont.)
Page 10
VAIL Summer 2016
State / Country OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
STATE/ COUNTRY OF
RESIDENCE
North Carolina
Oregon
Canada
Germany
New Mexico
Connecticut
Kentucky
Utah
South Carolina
Mississippi
District of Columbia
Sweden
Ukraine
Russia
Australia
North Dakota
Idaho
Rhode Island
Vermont
Wyoming
International - unspecified
Argentina
Cayman Islands
Lithuania
Philippines
Taiwan
Armed Forces Europe
US Virgin Islands
West Virginia
Alabama
0.5%1.0%0.5%
0.5%0.6%
0.5%0.6%
0.5%0.6%
0.5%0.5%
0.5%0.5%
0.4%0.4%
0.4%1.0%0.3%
0.4%0.4%
0.3%0.9%0.3%
0.3%0.9%0.2%
0.3%0.3%
0.3%0.3%
0.3%1.6%0.1%
0.2%0.3%
0.2%0.3%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.1%0.2%
0.1%1.4%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
(cont.)
(cont.)
Page 11
VAIL Summer 2016
State / Country OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
Delaware
Hawaii
Maine
Montana
New Hampshire
TOTAL
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
DMA OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
DESIGNATED MARKET AREA
Denver -- CO, NE, WY
International
Dallas - Fort Worth -- TX
Chicago -- IL, IN
Colorado Springs - Pueblo -- CO
Los Angeles -- CA
Houston -- TX
New York -- CT, NJ, NY, PA
Kansas City -- KS, MO
Phoenix -- AZ, CA
Saint Louis -- IL, MO
Minneapolis - Saint Paul -- MN, WI
Atlanta -- AL, GA, NC
Austin -- TX
Boston (Manchester) -- MA, NH, VT
Miami - Fort Lauderdale -- FL
Tampa - Saint Petersburg (Sarasota) -- FL
Seattle - Tacoma -- WA
32.1%22.1%33.0%
5.0%7.2%4.8%
4.9%9.1%4.5%
3.1%6.2%2.8%
2.7%2.6%2.7%
2.5%1.8%2.5%
2.4%1.0%2.6%
2.1%1.0%2.2%
1.9%1.8%1.9%
1.6%0.9%1.6%
1.5%0.9%1.6%
1.5%2.6%1.4%
1.4%1.7%1.4%
1.3%1.7%1.3%
1.3%1.4%
1.2%2.6%1.1%
1.2%0.9%1.3%
1.2%1.3%
1.2%1.7%1.1%(cont.)
Page 12
VAIL Summer 2016
DMA OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
DESIGNATED MARKET AREA
San Francisco - Oakland - San Jose -- CA
Washington (Hagerstown) -- DC, MD, PA, VA, WV
Omaha -- IA, MO, NE
Philadelphia -- DE, NJ, PA
Oklahoma City -- OK
Tulsa -- KS, OK
Orlando - Daytona Beach - Melbourne -- FL
West Palm Beach - Fort Pierce -- FL
Lincoln & Hastings - Kearney -- KS, NE
Baltimore -- MD
Milwaukee -- WI
San Diego -- CA
Cincinnati -- IN, KY, OH
Albuquerque - Santa Fe -- AZ, CO, NM
San Antonio -- TX
Fort Myers - Naples -- FL
Fort Smith - Fayetteville - Springdale - Rogers -- AR, OK
Salt Lake City -- CO, ID, NV, UT
Wichita - Hutchinson -- KS, NE, OK
Jacksonville, Brunswick -- FL, GA
New Orleans -- LA, MS
Savannah -- GA, SC
Little Rock - Pine Bluff -- AR
Santa Barbara - Santa Maria - San Luis Obispo -- CA
Nashville -- KY, TN
Grand Junction - Montrose -- CO
Detroit -- MI
Cleveland -- OH
Charlotte -- NC, SC
Indianapolis -- IN
Dayton -- IN, OH
1.2%1.7%1.1%
1.2%5.3%0.8%
0.9%3.8%0.6%
0.9%0.9%
0.8%1.0%0.8%
0.8%0.9%
0.7%1.0%0.7%
0.7%2.7%0.5%
0.7%0.8%
0.7%0.8%
0.7%0.8%
0.6%1.0%0.6%
0.6%1.0%0.6%
0.6%0.7%
0.6%1.0%0.6%
0.6%1.0%0.5%
0.5%0.9%0.5%
0.5%1.0%0.4%
0.5%0.9%0.4%
0.5%0.5%
0.4%0.9%0.4%
0.4%0.4%
0.4%0.4%
0.3%0.4%
0.3%1.0%0.3%
0.3%1.0%0.3%
0.3%0.3%
0.3%1.0%0.2%
0.3%1.0%0.2%
0.3%0.3%
0.3%0.3%
0.3%0.9%0.3%
(cont.)
(cont.)
Page 13
VAIL Summer 2016
DMA OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
DESIGNATED MARKET AREA
Memphis -- AR, MS, MO, TN
Portland -- OR, WA
Las Vegas -- NV
Grand Rapids - Kalamazoo - Battle Creek -- MI
Davenport - Rock Island - Moline -- IL, IA
Norfolk - Portsmouth - Newport News -- NC, VA
Madison -- WI
Tucson (Sierra Vista) -- AZ
Columbus -- OH
Champaign & Springfield - Decatur -- IL
Sacramento - Stockton - Modesto -- CA
Louisville -- IN, KY
Rockford -- IL
Harrisburg - Lancaster - Lebanon - York -- PA
Topeka -- KS
Shreveport -- AR, LA, OK, TX
Tyler - Longview (Lufkin & Nacogdoches) -- TX
Reno -- CA, NV
Pittsburgh -- MD, PA, WV
Buffalo -- NY, PA
Hartford & New Haven -- CT
Springfield -- AR, MO
Jackson -- MS
Sherman - Ada -- OK, TX
Fargo - Valley City -- MN, ND
US territories/overseas armed forces
Providence - New Bedford -- MA, RI
Tri-Cities -- KY, TN, VA
Lafayette -- IN
Harlingen - Weslaco - Brownsville - McAllen -- TX
Cedar Rapids - Waterloo & Dubuque -- IA
0.3%0.9%0.3%
0.3%0.3%
0.3%0.3%
0.3%0.9%0.3%
0.3%0.3%
0.3%0.9%0.2%
0.3%0.3%
0.3%0.9%0.2%
0.2%0.3%
0.2%0.3%
0.2%0.3%
0.2%0.3%
0.2%1.0%0.2%
0.2%0.9%0.2%
0.2%0.3%
0.2%0.3%
0.2%0.3%
0.2%0.3%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.9%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
(cont.)
(cont.)
Page 14
VAIL Summer 2016
DMA OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
DESIGNATED MARKET AREA
Peoria - Bloomington -- IL
Des Moines - Ames -- IA, MO
Boise -- ID, OR
Monterey - Salinas -- CA
Flint - Saginaw - Bay City -- MI
Charleston -- SC
Burlington - Plattsburgh -- NH, NY, VT
Raleigh - Durham (Fayetteville) -- NC, VA
Wilkes Barre - Scranton -- PA
Corpus Christi -- TX
Joplin - Pittsburg -- KS, MO, OK
Columbia - Jefferson City -- MO
Wichita Falls & Lawton -- OK, TX
Saint Joseph -- KS, MO
Lake Charles -- LA
Minot - Bismarck - Dickinson -- MT, ND, SD
Spokane -- ID, MT, OR, WA
Augusta -- GA, SC
Lexington -- KY
Charleston-Huntington -- KY, WV
Amarillo -- KS, NM, TX
Lafayette -- LA
Mobile - Pensacola (Fort Walton Beach) -- AL, FL, MS
Biloxi - Gulfport -- MS
Portland - Auburn -- ME, NH, VT
Fort Wayne -- IN, OH
Tallahassee - Thomasville -- FL, GA
Rochester -- NY
Greenville - New Bern - Washington -- NC
Marquette -- MI, WI
Syracuse -- NY
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%1.0%0.1%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.9%0.1%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.2%0.2%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
(cont.)
(cont.)
Page 15
VAIL Summer 2016
DMA OVERALL
Are you a seasonal (second
homeowner) resident of Vail/Eagle
County?
Yes No
DESIGNATED MARKET AREA
Richmond - Petersburg -- VA
Greenville - Spartansburg - Asheville - Anderson -- GA, NC,
Salisbury -- DE, MD
Gainesville -- FL
Parkersburg -- OH, WV
Rochester - Mason City - Austin -- IA, MN
Sioux City -- IA, NE, SD
Victoria -- TX
Odessa - Midland -- NM, TX
Evansville -- IL, IN, KY
San Angelo -- TX
Duluth - Superior -- MI, MN, WI
Huntsville - Decatur (Florence) -- AL, TN
La Crosse - Eau Claire -- MN, WI
Baton Rouge -- LA, MS
Quincy - Hannibal - Keokuk -- IL, IA
Honolulu -- HI
Billings -- MT, WY
Cheyenne - Scottsbluff -- NE, WY
El Paso -- NM, TX
Eugene -- OR
Eureka -- CA
Medford - Klamath Falls -- CA, OR
Fresno - Visalia -- CA
TOTAL
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.9%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
0.1%0.1%
100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
Page 16
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Which best describes your visit
to the Vail area?
Overnight visitor, spending tonight in the Vail, Eagle Count
Day visitor (not staying the night in the region)
Seasonal (second homeowner) resident of Vail/Eagle County
TOTAL
n =
70%66%77%66%74%77%83%
21%28%12%20%16%7%9%
9%6%11%14%9%15%9%
100%100%100%100%100%100%100%
779 435 130 65 65 51 34
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERNIGHT VISITORS ONLY OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
How many nights did you stay
in the area on this trip? (cap 21
nights)
1
2
3 - 5
6 - 8
9 - 14
15 or more
TOTAL
Average
Median
How did you book your lodging
reservation?
Direct to timeshare
Directly with hotel/lodge property
Online travel agency Expedia, Travelocity
Directly with property owner or management company VRBO, Homeaway, Airbnb, etc.
Travel agent/tour company
My company's travel department
Another person spouse, child, friend, etc.
Other
Did not make advance reservations
Don't recall
TOTAL
9%12%13%14%
22%32%23%6%24%
39%32%55%32%46%32%72%
25%20%32%33%28%44%14%
3%1%7%12%
2%2%6%6%
100%100%100%100%100%100%100%
4.5 3.7 6.1 5.1 5.4 4.8 4.3
4.0 3.0 5.0 5.1 5.0 5.0 4.0
20%23%12%24%27%16%14%
24%25%25%18%49%
11%7%18%12%9%57%
6%7%7%9%9%
3%3%13%
2%3%
19%13%18%51%10%26%29%
14%16%19%12%19%
3%5%
1%9%
103%103%100%112%100%100%100%
30 Nov 16
Source: RRC Associates
Page 1
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Approximately how many times
have you visited Vail in the
summer?
None, this is my first summer visit
One
2 to 4
5 to 10
More than 10
TOTAL
22%11%26%50%46%39%26%
4%3%2%10%6%4%11%
28%29%31%15%27%26%37%
14%15%18%9%5%11%5%
31%41%22%16%15%21%20%
100%100%100%100%100%100%100%
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Which two best describe your
vacation?
Rest and relaxation
Sightseeing
Adventure
Play
Time with nature
Family time
Kid-friendly
TOTAL
What are the primary reasons
for your visit to Vail?
Business meeting or conference
Recreation/vacation/leisure
it friends/family/relatives
Special event/festival/concert
Wedding/family reunion
Other
TOTAL
45%46%49%25%46%42%53%
30%24%37%36%38%39%24%
24%23%18%39%16%27%29%
20%24%14%18%19%9%14%
26%27%25%27%21%31%24%
32%31%35%33%38%31%28%
12%13%12%9%8%12%10%
189%189%190%188%186%192%181%
7%8%2%5%16%7%
81%77%83%95%80%90%92%
25%25%35%26%16%20%7%
22%30%16%3%13%15%7%
7%7%7%3%14%10%8%
4%3%3%6%10%8%
146%150%145%137%140%146%128%
30 Nov 16
Source: RRC Associates
Page 2
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Which of the following did you
or your group participate in
while in the area?
Epic Discovery or other on-mountain activities
Biking – road
Fly fishing
Golf
Hiking/backpacking
Horseback riding
Mountain climbing
Shopping
Sightseeing
Water sports/boating
Whitewater rafting
Other
TOTAL
9%4%27%34%12%
24%24%27%21%20%19%24%
6%7%9%13%
22%17%28%42%7%26%62%
51%45%68%49%40%73%50%
5%2%9%7%6%7%12%
11%13%9%13%6%12%
58%52%73%59%46%66%88%
61%60%59%72%66%53%76%
10%8%4%22%20%26%
13%5%27%20%20%34%12%
12%13%9%20%6%6%12%
283%251%352%313%292%292%386%
30 Nov 16
Source: RRC Associates
Page 3
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
How likely are you to
recommend the Town of Vail to
a friend or family member as a
summer destination?
0=Not at all likely
2
4
5=Neutral
6
7
8
9
10=Extremely likely
TOTAL
Average
Median
Net Promoter Category
Promoter (% responding 9 & 10)
Passive (% responding 7 & 8)
Detractor (% responding 0-6)
TOTAL
NPS
Overall, would you say that
your experience at the Town of
Vail has…?
Exceeded your expectations
Met your expectations
Not met your expectations
TOTAL
0%1%
0%0%1%1%
0%1%
0%0%1%
1%1%1%3%
2%3%3%3%
13%14%9%7%15%16%8%
11%10%7%15%16%17%14%
72%70%83%68%66%67%77%
100%100%100%100%100%100%100%
9.4 9.4 9.7 9.3 9.5 9.5 9.7
10.0 10.0 10.0 10.0 10.0 10.0 10.0
83%80%89%84%82%84%92%
15%17%9%11%18%16%8%
2%3%2%6%
100%100%100%100%100%100%100%
80.8%77.9%87.8%77.9%81.9%83.5%91.8%
58%51%61%69%67%80%60%
41%48%37%30%32%20%40%
1%1%2%1%1%
100%100%100%100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 4
VAIL Summer 2016
Rate the following...OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Overall visit to Vail was a good
value
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
I have visited or expect to visit
one of the Vail Visitors’ Centers
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
Parking in Vail is adequate and
easy to find in summer
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
40%40%44%47%38%39%12%
47%44%52%40%50%54%76%
4%4%4%6%7%12%
3%5%6%
5%7%7%6%
100%100%100%100%100%100%100%
1.7 1.7 1.6 1.6 1.7 1.7 2.0
12%13%17%14%6%
18%12%39%19%13%27%26%
24%25%13%20%24%33%24%
25%26%19%33%25%13%38%
21%23%13%14%38%20%12%
100%100%100%100%100%100%100%
2.8 2.8 2.4 2.8 3.2 2.7 3.1
22%22%17%22%25%20%38%
38%37%39%52%31%47%14%
16%21%4%7%25%13%
6%6%9%13%7%
17%14%31%6%12%20%48%
100%100%100%100%100%100%100%
2.1 2.1 2.1 2.1 2.2 1.9 1.3
30 Nov 16
Source: RRC Associates
Page 5
VAIL Summer 2016
Rate the following...OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Vail puts on high quality
events/festivals
1=Strongly agree
2=Agree
Not Applicable
TOTAL
Average
It’s easy to find my way around
Vail
1=Strongly agree
2=Agree
3=Disagree
4=Strongly disagree
Not Applicable
TOTAL
Average
It’s easy to find information on
what to do in the Vail area
1=Strongly agree
2=Agree
3=Disagree
Not Applicable
TOTAL
Average
54%60%66%40%39%32%36%
27%26%17%19%43%41%24%
19%14%17%41%19%27%40%
100%100%100%100%100%100%100%
1.3 1.3 1.2 1.3 1.5 1.6 1.4
58%59%69%53%50%49%62%
37%38%31%31%32%51%38%
4%2%8%19%
1%1%
1%8%
100%100%100%100%100%100%100%
1.5 1.5 1.3 1.5 1.7 1.5 1.4
54%51%73%50%40%43%88%
40%45%23%24%53%50%12%
1%4%
5%3%26%7%7%
100%100%100%100%100%100%100%
1.4 1.5 1.3 1.3 1.6 1.5 1.1
30 Nov 16
Source: RRC Associates
Page 6
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Who are you here with today?
No one – just me
Spouse/significant other
Children under 18
Children over 18
Friends
Other family
Other individuals
TOTAL
6%8%1%4%8%7%3%
72%68%82%79%66%72%86%
27%27%37%13%24%32%26%
11%7%19%11%14%21%17%
24%27%18%12%36%19%20%
26%25%26%18%39%26%28%
4%4%5%3%8%4%
171%166%189%140%195%180%179%
30 Nov 16
Source: RRC Associates
Page 7
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
Gender
Male
Female
TOTAL
Age of respondent
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
TOTAL
Average
Median
Location
Golden Peak Area
Meadow Drive / Covered Bridge / Bridge Street
Solaris Area
Mountain Plaza / Base of Gondola
Lionshead
Ford Amphitheater / Betty Ford Gardens
Ford Park
Other:
TOTAL
47%46%48%46%47%48%49%
53%54%52%54%53%52%51%
100%100%100%100%100%100%100%
0%0%1%
2%3%1%4%2%2%
15%17%12%12%12%4%23%
20%22%17%11%17%25%8%
16%17%14%17%22%14%3%
21%18%26%29%21%20%26%
21%18%25%20%23%29%31%
5%4%4%6%3%6%9%
100%100%100%100%100%100%100%
51.2 49.2 53.7 53.3 52.9 54.9 55.3
53.0 48.0 56.0 57.2 52.8 60.0 57.0
3%3%2%3%5%2%
45%47%48%49%43%41%24%
18%20%12%14%25%14%29%
9%9%10%9%4%14%18%
15%14%15%20%10%18%23%
3%3%2%3%3%
1%1%1%1%2%
5%3%11%1%12%10%3%
100%100%100%100%100%100%100%
30 Nov 16
Source: RRC Associates
Page 8
VAIL Summer 2016
OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
U.S. CENSUS REGION / WORLD
REGION
Midwestern US Census Region
Southern US Census Region
Western US Census Region
TOTAL
U.S. CENSUS DIVISION
East North Central (IL, IN, MI, OH, WI)
West North Central (IA, KS, MN, MO, NE, ND, SD)
South Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV)
West South Central (AR, LA, OK, TX)
Mountain (AZ, CO, ID, MT, NV, NM, UT, WY)
Pacific (CA, OR, WA, AK, HI)
TOTAL
U.S. CENSUS REGION / WORLD
REGION
Colorado Front Range (12 county - Weld to Elbert to Pueblo)
Other Colorado
Midwestern US Census Region
Southern US Census Region
Western US Census Region (excl. Colorado)
TOTAL
11%100%100%
25%100%100%
64%100%100%
100%100%100%100%100%100%100%
7%100%
4%100%
8%100%
17%100%
56%100%
8%100%
100%100%100%100%100%100%100%
50%91%
5%9%
11%100%100%
25%100%100%
8%100%
100%100%100%100%100%100%100%
30 Nov 16
Source: RRC Associates
VAIL Summer 2016
State / Country OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
STATE/ COUNTRY OF
RESIDENCE
Colorado
Texas
Florida
California
Illinois
Missouri
TOTAL
55.7%100.0%
16.7%100.0%
8.4%100.0%
8.2%100.0%
6.7%100.0%
4.4%100.0%
100.0%100.0%100.0%100.0%100.0%100.0%100.0%
30 Nov 16
Source: RRC Associates
Page 9
VAIL Summer 2016
DMA OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
DESIGNATED MARKET AREA
Denver -- CO, NE, WY
Dallas - Fort Worth -- TX
Chicago -- IL, IN
Colorado Springs - Pueblo -- CO
Los Angeles -- CA
Houston -- TX
Saint Louis -- IL, MO
Austin -- TX
Miami - Fort Lauderdale -- FL
Tampa - Saint Petersburg (Sarasota) -- FL
San Francisco - Oakland - San Jose -- CA
Kansas City -- KS, MO
Orlando - Daytona Beach - Melbourne -- FL
West Palm Beach - Fort Pierce -- FL
Fort Myers - Naples -- FL
San Diego -- CA
San Antonio -- TX
Jacksonville, Brunswick -- FL, GA
Santa Barbara - Santa Maria - San Luis Obispo -- CA
Grand Junction - Montrose -- CO
Champaign & Springfield - Decatur -- IL
Sacramento - Stockton - Modesto -- CA
Rockford -- IL
Tyler - Longview (Lufkin & Nacogdoches) -- TX
Springfield -- AR, MO
Harlingen - Weslaco - Brownsville - McAllen -- TX
Peoria - Bloomington -- IL
Davenport - Rock Island - Moline -- IL, IA
Monterey - Salinas -- CA
Corpus Christi -- TX
Joplin - Pittsburg -- KS, MO, OK
Columbia - Jefferson City -- MO
Saint Joseph -- KS, MO
Albuquerque - Santa Fe -- AZ, CO, NM
Amarillo -- KS, NM, TX
Sherman - Ada -- OK, TX
Mobile - Pensacola (Fort Walton Beach) -- AL, FL, MS
Tallahassee - Thomasville -- FL, GA
50.7%91.0%
7.9%47.3%
4.9%73.6%
4.2%7.6%
3.9%47.5%
3.8%23.1%
2.4%7.2%42.8%
2.1%12.5%
2.0%23.5%
2.0%23.5%
1.9%22.8%
1.4%32.6%
1.1%13.7%
1.1%13.5%
1.1%12.6%
1.0%12.4%
1.0%5.9%
0.7%8.8%
0.5%6.4%
0.5%0.9%
0.4%5.9%
0.4%4.8%
0.4%5.6%
0.4%2.3%
0.4%8.2%
0.3%1.5%
0.3%3.8%
0.3%3.8%
0.3%3.1%
0.2%1.4%
0.2%5.5%
0.2%5.5%
0.2%5.5%
0.2%0.4%
0.1%0.8%
0.1%0.8%
0.1%1.6%
0.1%1.4%
0.1%1.4%(cont.)
Page 10
VAIL Summer 2016
DMA OVERALL
Top 6 States
Colorado Texas Florida California Illinois Missouri
DESIGNATED MARKET AREA
Gainesville -- FL
Shreveport -- AR, LA, OK, TX
Victoria -- TX
Wichita Falls & Lawton -- OK, TX
Odessa - Midland -- NM, TX
San Angelo -- TX
El Paso -- NM, TX
Eureka -- CA
Fresno - Visalia -- CA
TOTAL
0.1%1.4%
0.1%0.7%
0.1%0.7%
0.1%0.7%
0.1%0.7%
0.1%0.7%
0.1%0.7%
0.1%1.5%
0.1%1.5%
100.0%100.0%100.0%100.0%100.0%100.0%100.0%
(cont.)
30 Nov 16
Source: RRC Associates
Page 11
2016 Vail Summer Intercept Survey: Percent of Colorado Visitors by Zip Code Origin
0%2%
Percent of Colorado Visitors
2016 Vail Summer Intercept Survey: Percent of Colorado Visitors by Zip Code Origin (Denver Metro Area)
0%2%
Percent of Colorado Visitors
2016 Vail Summer Intercept Survey: Percent of Texas Visitors by Zip Code Origin
1%3%
Percent of Texas Visitors
2016 Vail Summer Intercept Survey: Percent of Texas Visitors by Zip Code Origin (Dallas Metro Area)
1%3%
Percent of Texas Visitors
2016 Vail Summer Intercept Survey: Percent of Florida Visitors by Zip Code Origin
1%5%
Percent of Florida Visitors
2016 Vail Summer Intercept Survey: Percent of California Visitors by Zip Code Origin
1%3%
Percent of California Visitors
2016 Vail Summer Intercept Survey: Percent of Illinois Visitors by Zip Code Origin
2%5%
Percent of Illinois Visitors
2016 Vail Summer Intercept Survey: Percent of Illinois Visitors by Zip Code Origin (Chicago Metro Area)
2%5%
Percent of Illinois Visitors
2016 Vail Summer Intercept Survey: Percent of Missouri Visitors by Zip Code Origin
3%9%
Percent of Missouri Visitors