HomeMy WebLinkAbout04-08-2105 Taste of Vail 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%
P e r c e n t R e s p o n d i n g
22%26%
40%
10%
1%
Visitor Type
0%50%
Percent Responding
Annual Household
Income
Under $50k
$50k-$100k
$100-$150k
$150k or more
Age of respondent 18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
Gender Male
Female
State/Country Colorado
Mexico
Illinois
Japan
Maryland
Minnesota
Spain
United Kingdom
Australia
New York
24%
20%
29%
26%
10%
30%
7%
14%
23%
13%
3%
49%
51%
72%
6%
3%
3%
3%
3%
3%
3%
2%
2%
Overall Visitor Profile
0K
2K
4K
6K
8K
10K
12K
A t t e n d e e -D a y s
5.1K
Attendance Estimate
0%20%40%60%80%100%
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
48%
29%
19%
4%
19%
33%
14%
23%
0%
11%
22%
6%
26%
33%
3%
10%
93%
0%
3%
0%
0%
3%
0%
Nightly Rate (if
Paid)
Average: $183
Median: $225
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%
100%
P e r c e n t R e s p o n d i n g
0%
17%
47%
0%0%
7%7%7%
50%
0%0%
33%
0%0%
33%
33%
0%0%0%
33%
0%
33%
0%0%0%0%
100%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor NPS
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 ]
70%
16%14%
56%
Likelihood of Recommending Event to a Friend or Family Member
Total
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
lessons, rentals,
etc.)
Other items
excluding lodging
$0
$100
$200
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 $188
$88
$61
$25 $9 $5
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)
$27.40
$958,989.32
$35,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Taste of Vail, April 8-11
The overall sample size for this survey is 57. Please note that sample sizes are smaller for subgroups.
Overnight only
Average
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 4.3
4.9
6.0
10.0
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