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