HomeMy WebLinkAbout03-26-2015 Vail Film Festival 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
22%
54%
15%
1%
8%
Visitor Type
0%20%40%60%
Percent Responding
Age of respondent 25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
Gender Male
Female
State/Country Colorado
New York
California
Minnesota
Illinois
Tennessee
Connecticut
Florida
Maine
New Jersey
North Carolina
Texas
Virginia
Wisconsin
19%
26%
14%
24%
15%
2%
45%
55%
52%
15%
13%
6%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
Overall Visitor Profile
0K
2K
4K
6K
8K
A t t e n d e e -D a y s
4.3K
Attendance Estimate
0%20%40%60%80%
Percent Responding
Are you staying:In paid lodging
Vacation home/timeshare
With friends/family
Other
How many people
are staying in your
accommodations
unit?
Myself only
2
3
4
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
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
69%
19%
9%
3%
16%
46%
14%
9%
11%
4%
3%
13%
67%
12%
3%
1%
82%
1%
11%
4%
1%
0%
0%
Nightly Rate (if Paid)
Average: $380
Median: $348
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
14%
0%0%2%2%7%8%7%9%
36%
7%21%
0%7%0%0%0%
14%
61%
23%
0%0%0%
23%
32%
9%
32%
Importance 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 e l y ]
60%
29%
12%
48%
Likelihood of Recommending Event to a Friend or Family Member
Total
Restaurants/Bars/
Prepared Food
Vendors
Lodging Shopping
Recreation (skiing,
lessons, rentals,
etc.)
Other items
excluding lodging
$0
$200
$400
$600
E c o n o m i c I m p a c t
p e r A t t e n d e e -D a y
$232
$79 $75 $30 $27 $21
Direct Economic Impact to TOV per Attendee-Day
2015 event funding
Direct economic impact to TOV
Economic impact payback ratio
(incremental community economic
impact per dollar of event funding)
$20.12
$1,006,218.74
$50,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Vail Film Festival, March 26-29
Overnight only
Average
Overnight visitor
Full-time downvalley resident
Seasonal resident of Vail Valley 3.7
6.5
8.7