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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