HomeMy WebLinkAbout04-17-2015 Spring Back to 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%
60%
P e r c e n t R e s p o n d i n g
11%17%
66%
3%2%
Visitor Type
0%20%40%60%80%
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
Gender Male
Female
State/Country Colorado
California
Illinois
Texas
Indiana
Michigan
Minnesota
New York
Washington
Wisconsin
37%
38%
8%
17%
12%
38%
7%
20%
15%
7%
66%
34%
51%
5%
5%
4%
2%
2%
2%
2%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
A t t e n d e e -D a y s
10.8K
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
60%
17%
20%
3%
5%
39%
5%
19%
10%
22%
7%
13%
43%
25%
7%
5%
67%
13%
10%
3%
0%
7%
0%
Nightly Rate (if Paid)
Average: $328
Median: $299
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%
50%
0%
34%
2%0%3%5%3%
21%
20%
50%
0%0%0%
12%16%10%0%
30%
0%
10%20%
0%0%0%0%
100%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor
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 ]
84%
5%11%
73%
Likelihood of Recommending Event to a Friend or Family Member
Total
Restaurants/Bars/
Prepared Food
Vendors
Recreation (skiing,
lessons, rentals,
etc.)
Shopping Lodging 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
$169
$77
$33 $31 $20 $7
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)
$45.63
$1,825,302.87
$40,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Spring Back to Vail, April 17-19
The overall sample size for this survey is 88. 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 2.5
4.1
6.2
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