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HomeMy WebLinkAbout03-04-2015 Burton DashboardDay visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% 60% P e r c e n t R e s p o n d i n g 15%12%11% 51% 11% Visitor Type 0%20%40%60% Percent Responding Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Gender Male Female State/Country Colorado New York Florida California Texas Illinois Michigan Georgia Minnesota Massachusetts Vermont Canada Maryland All others 33% 20% 13% 34% 55% 45% 44% 5% 4% 4% 4% 3% 3% 2% 2% 2% 2% 2% 2% 23% Overall Visitor Profile 5K 10K 15K 20K 25K 30K A t t e n d e e -D a y s 21.5K Attendance Estimate 0%20%40%60%80% Percent Responding Are you staying:In paid lodging With friends/family Vacation home/timeshare Other How many people are staying in your accommodations unit? Myself only 2 4 3 5 6 or more Nights in the area this trip 1 2 3-5 6-8 9-14 15 or more Where are your lodging accommodations located? Vail Avon Beaver Creek Summit County Edwards Eagle/Gypsum Other 62% 21% 16% 1% 12% 27% 14% 16% 12% 18% 5% 7% 46% 26% 8% 8% 69% 7% 3% 11% 4% 5% 1% Nightly Rate Average: $436 Median: $350 Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% P e r c e n t R e s p o n d i n g 54% 48%43% 37% 9%6% 18% 28%22% 19% Role of Event in Decision to Visit Vail Today Promoter (% (9 & 10)Passive (% 7 & 8)Detractor (% 0 - 6) NPS (Promoters minus Detractors) 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k .. 73% 12%15% 58% How likely are you to recommend this event to a friend or family member? Total amount spent (excluding lodging) Restaurants/Bars/ Prepared Food Vendors Shopping Recreation (skiing, lessons, rentals, etc.) Other items excluding lodging $0 $100 $200 $300 A v e r a g e A m o u n t S p e n t $143 $65 $27 $12 $9 Expenditures in Vail During the Event 2013 Event funding Direct economic impact to TOV Economic impact payback ratio (incremental community economic impact per dollar of event funding) $7.70 $3,081,167.56 $400,000.00 Return on Investment: Funding vs. Impact 8 9 A v e r a g e R a t i n g 8.0 8.6 8.9 9.3 9.0 Likelihood to Recommend Summary of Key Survey Results Event Visitor Summary: Burton US Open Overnight only Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley