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HomeMy WebLinkAbout4.d. RRC Charts for Council mtg on 3-4-20142012/13 TOV Event Research: Selected Key Metrics $9 , 7 5 3 , 6 8 4 $3 , 9 5 9 , 0 2 7 $3 , 3 4 0 , 8 7 9 $3 , 1 6 9 , 0 3 2 $2 , 6 4 7 , 8 0 2 $2 , 2 0 8 , 7 3 2 $1 , 9 9 1 , 9 6 0 $1 , 6 0 5 , 3 6 0 $1 , 4 3 9 , 4 4 2 $1 , 1 6 0 , 0 1 0 $1 , 1 2 2 , 1 9 3 $9 8 2 , 9 7 3 $8 2 4 , 0 1 2 $7 8 6 , 4 9 3 $7 7 9 , 8 1 5 $5 0 0 , 2 7 8 $4 5 0 , 4 4 7 $4 4 8 , 5 8 7 $4 2 9 , 9 2 4 $3 9 8 , 7 4 6 $3 6 6 , 8 9 7 $2 6 7 , 4 2 4 $1 3 9 , 4 4 2 $1 1 2 , 0 7 4 $7 7 , 3 1 2 $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 $9,000,000 $10,000,000 Fa r m e r s M a r k e t Va i l A m e r i c a D a y s 3v 3 S o c c e r Sn o w D a z e Go P r o M t n G a m e s La c r o s s e S h o o t - o u t US A P r o C y c l i n g Sp r i n g B a c k t o V a i l Bu r t o n U S O p e n Ta s t e o f V a i l Go u r m e t o n G o r e Wi n t e r M t n G a m e s Ar t s F e s t i v a l Ki n g o f t h e M o u n t a i n VV C h l l n g e C u p Ok t o b e r f e s t Sa t . A f t e r n o o n C l u b Va i l R e s t a u r a n t We e k Ki d s A d v e n t u r e R a c e Ho l i D a z e Ne w Y e a r s E v e Va i l F i l m F e s t i v a l FE A S T ! V a i l Co l o r a d o G r a n d Th e A m e r i c a C u p Li v i n g W e l l S u m m i t PI N K V a i l Va i l R o c k s ! Au t o m o t i v e C l a s s i c Wh i t e w a t e r P a r k Ka y a k D e m o s OV E R A L L - A L L EV E N T S Di r e c t E c o n o m i c I m p a c t Estimated direct economic impact to TOV Farmers Market $13.1M Overall average=$2.0 million $144 $142 $178 $216 $125 $192 $162 $95 $264 $322 $177 $161 $179 $118 $113 $100 $175 $116 $235 $291 $413 $185 $479 $176 $271 $242 $178 $0 $50$100$150$200 $250$300$350 $400 $450$500 Fa r m e r s M a r k e t Va i l A m e r i c a D a y s 3v 3 S o c c e r Sn o w D a z e Go P r o M t n G a m e s La c r o s s e S h o o t - o u t US A P r o C y c l i n g Sp r i n g B a c k t o V a i l Bu r t o n U S O p e n Ta s t e o f V a i l Go u r m e t o n G o r e Wi n t e r M t n G a m e s Ar t s F e s t i v a l Ki n g o f t h e M o u n t a i n VV C h l l n g e C u p Ok t o b e r f e s t Sa t . A f t e r n o o n C l u b Va i l R e s t a u r a n t W e e k Ki d s A d v e n t u r e R a c e Ho l i D a z e Ne w Y e a r s E v e Va i l F i l m F e s t i v a l FE A S T ! V a i l Co l o r a d o G r a n d Th e A m e r i c a C u p Li v i n g W e l l S u m m i t PI N K V a i l Va i l R o c k s ! Au t o m o t i v e C l a s s i c Wh i t e w a t e r P a r k K a y a k De m o s OV E R A L L - A L L E V E N T S Sp e n d i n g f o r Y o u r s e l f O n l y T o d a y a n d To n i g h t i n V a i l Total amount you will spend today and tonight in TOV*Mean *TOV full-time and seasonal residents: spending during the event timeframe only. Overall average=$178 60%53% 89% 49%51% 83% 47% 27% 46%40%47%40% 57% 81% 63% 34% 77% 30%40%35%38%47%49%39% 70% 18% 49% 8% 7% 4% 16%11% 3% 20% 6% 18% 1% 11% 11% 7% 3% 21% 19% 13% 6% 7%16%4% 5%4%21% 9% 4% 10% 11% 13% 6% 4%9% 3% 9% 2% 11% 10% 11% 11% 12% 1% 4% 6% 9% 7%4%20%8%14%3% 2% 18% 8% 8%16% 2% 21% 5% 2%20% 30% 14% 22% 19% 23% 16% 13% 21% 4% 26% 29% 19%8%7% 22% 18% 16% 39% 16% 13%10%10% 24% 9%4% 34% 12% 26% 12%15%8%15% 4% 22%30% 17% 26%30%33% 10%18% 2% 21%18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fa r m e r s M a r k e t Va i l A m e r i c a D a y s 3v 3 S o c c e r Sn o w D a z e Go P r o M t n G a m e s La c r o s s e S h o o t - o u t US A P r o C y c l i n g Sp r i n g B a c k t o V a i l Bu r t o n U S O p e n Ta s t e o f V a i l Go u r m e t o n G o r e Wi n t e r M t n G a m e s Ar t s F e s t i v a l Ki n g o f t h e M o u n t a i n VV C h l l n g e C u p Ok t o b e r f e s t Sa t . A f t e r n o o n C l u b Va i l R e s t a u r a n t W e e k Ki d s A d v e n t u r e R a c e Ho l i D a z e Ne w Y e a r s E v e Va i l F i l m F e s t i v a l FE A S T ! V a i l Co l o r a d o G r a n d Th e A m e r i c a C u p Li v i n g W e l l S u m m i t PI N K V a i l Va i l R o c k s ! Au t o m o t i v e C l a s s i c Wh i t e w a t e r P a r k Ka y a k D e m o s OV E R A L L - A L L EV E N T S Pe r c e n t o f R e s p o n d e n t s Visitor type Overnight visitor to the region Day visitor to Vail Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail $1 1 6 , 0 0 0 $1 4 6 , 0 0 0 $1 3 0 , 0 0 0 $9 0 , 0 0 0 $8 3 , 0 0 0 $1 4 2 , 0 0 0 $1 2 9 , 0 0 0 $3 9 , 0 0 0 $9 8 , 0 0 0 $1 6 0 , 0 0 0 $1 3 6 , 0 0 0 $7 9 , 0 0 0 $1 1 3 , 0 0 0 $8 3 , 0 0 0 $1 3 5 , 0 0 0 $8 1 , 0 0 0 $1 3 7 , 0 0 0 $1 3 1 , 0 0 0 $8 8 , 0 0 0 $7 6 , 0 0 0 $7 5 , 0 0 0 $1 0 7 , 0 0 0 $1 5 0 , 0 0 0 $7 5 , 0 0 0 $1 2 2 , 0 0 0 $1 7 5 , 0 0 0 $1 0 4 , 0 0 0 $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $180,000 $200,000 Fa r m e r s M a r k e t Va i l A m e r i c a D a y s 3v 3 S o c c e r Sn o w D a z e Go P r o M t n G a m e s La c r o s s e S h o o t - o u t US A P r o C y c l i n g Sp r i n g B a c k t o V a i l Bu r t o n U S O p e n Ta s t e o f V a i l Go u r m e t o n G o r e Wi n t e r M t n G a m e s Ar t s F e s t i v a l Ki n g o f t h e M o u n t a i n VV C h l l n g e C u p Ok t o b e r f e s t Sa t . A f t e r n o o n C l u b Va i l R e s t a u r a n t W e e k Ki d s A d v e n t u r e R a c e Ho l i D a z e Ne w Y e a r s E v e Va i l F i l m F e s t i v a l FE A S T ! V a i l Co l o r a d o G r a n d Th e A m e r i c a C u p Li v i n g W e l l S u m m i t PI N K V a i l Va i l R o c k s ! Au t o m o t i v e C l a s s i c Wh i t e w a t e r P a r k K a y a k De m o s OV E R A L L - A L L EV E N T S In t e r p o l a t e d M e d i a n H o u s e h o l d I n c o m e Median annual household income (interpolated) Overall median=$104,000 4.9 7.4 9.7 7.8 7.8 8.9 8.2 8.0 4.6 6.5 5.1 5.5 4.8 9.5 9.6 6.8 3.1 4.8 6.7 3.6 4.1 8.0 5.5 5.9 8.6 5.8 6.5 0 1 2 3 4 5 6 7 8 9 10 Fa r m e r s M a r k e t Va i l A m e r i c a D a y s 3v 3 S o c c e r Sn o w D a z e Go P r o M t n G a m e s La c r o s s e S h o o t - o u t US A P r o C y c l i n g Sp r i n g B a c k t o V a i l Bu r t o n U S O p e n Ta s t e o f V a i l Go u r m e t o n G o r e Wi n t e r M t n G a m e s Ar t s F e s t i v a l Ki n g o f t h e M o u n t a i n VV C h l l n g e C u p Ok t o b e r f e s t Sa t . A f t e r n o o n C l u b Va i l R e s t a u r a n t W e e k Ki d s A d v e n t u r e R a c e Ho l i D a z e Ne w Y e a r s E v e Va i l F i l m F e s t i v a l FE A S T ! V a i l Co l o r a d o G r a n d Th e A m e r i c a C u p Li v i n g W e l l S u m m i t PI N K V a i l Va i l R o c k s ! Au t o m o t i v e C l a s s i c Wh i t e w a t e r P a r k K a y a k De m o s OV E R A L L - A L L E V E N T S Av e r a g e I m p o r t a n c e (0 = N o n e / 5 = H a l f m y r e a s o n f o r c o m i n g / 1 0 = M y o n l y re a s o n f o r c o m i n g ) How important was this event in your decision to visit Vail this trip? (TOV full -time residents excluded) Overall average=6.5 8.8 9.2 8.8 8.1 8.6 9.1 9.2 8.4 8.9 7.7 7.6 8.8 8.6 8.6 7.7 8.2 9.2 6.6 7.7 8.8 9.0 9.3 8.2 9.4 8.6 0 1 2 3 4 5 6 7 8 9 10 Fa r m e r s M a r k e t Va i l A m e r i c a D a y s 3v 3 S o c c e r Sn o w D a z e Go P r o M t n G a m e s La c r o s s e S h o o t - o u t US A P r o C y c l i n g Sp r i n g B a c k t o V a i l Bu r t o n U S O p e n Ta s t e o f V a i l Go u r m e t o n G o r e Wi n t e r M t n G a m e s Ar t s F e s t i v a l Ki n g o f t h e M o u n t a i n VV C h l l n g e C u p Ok t o b e r f e s t Sa t . A f t e r n o o n C l u b Va i l R e s t a u r a n t W e e k Ki d s A d v e n t u r e R a c e Ho l i D a z e Ne w Y e a r s E v e Va i l F i l m F e s t i v a l FE A S T ! V a i l Co l o r a d o G r a n d Th e A m e r i c a C u p Li v i n g W e l l S u m m i t PI N K V a i l Va i l R o c k s ! Au t o m o t i v e C l a s s i c Wh i t e w a t e r P a r k K a y a k De m o s OV E R A L L - A L L E V E N T S Av e r a g e L i k e l i h o o d t o R e c o m m e n d E v e n t (0 = N o t a t a l l l i k e l y / 5 N e u t r a l / 1 0 = E x t r e m e l y l i k e l y ) Likelihood of recommending this event to a friend or family member Overall average=8.6 75,000 35,000 15,700 18,000 40,000 13,000 8,000 30,000 18,000 5,000 12,000 13,000 10,000 4,000 8,000 10,500 3,500 8,000 2,400 6,000 900 2,400 950 1,400 350 550 1,320 1,000 1,000 900 11,529 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Fa r m e r s M a r k e t Va i l A m e r i c a D a y s 3v 3 S o c c e r Sn o w D a z e Go P r o M t n G a m e s La c r o s s e S h o o t - o u t US A P r o C y c l i n g Sp r i n g B a c k t o V a i l Bu r t o n U S O p e n Ta s t e o f V a i l Go u r m e t o n G o r e Wi n t e r M t n G a m e s Ar t s F e s t i v a l Ki n g o f t h e M o u n t a i n VV C h l l n g e C u p Ok t o b e r f e s t Sa t . A f t e r n o o n C l u b Va i l R e s t a u r a n t W e e k Ki d s A d v e n t u r e R a c e Ho l i D a z e Ne w Y e a r s E v e Va i l F i l m F e s t i v a l FE A S T ! V a i l Co l o r a d o G r a n d Th e A m e r i c a C u p Li v i n g W e l l S u m m i t PI N K V a i l Va i l R o c k s ! Au t o m o t i v e C l a s s i c Wh i t e w a t e r P a r k K a y a k De m o s OV E R A L L - A L L EV E N T S At t e n d a n c e Attendee-Days RRC estimated attendee-days Overall average=11,529