HomeMy WebLinkAbout06-09-2015 Hot Summer Nights 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
16%
47%
29%
4%4%
Visitor Type
0%50%100%
Percent Responding
Age of respondent Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
Gender Female
Male
State/Country Colorado
Texas
Illinois
California
Florida
0%
0%
17%
11%
17%
22%
33%
0%
47%
53%
82%
4%
3%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
A t t e n d e e -D a y s
19.8K
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
58%
15%
21%
6%
9%
45%
21%
9%
9%
6%
6%
22%
41%
16%
6%
9%
79%
0%
6%
6%
0%
0%
0%
Nightly Rate (if
Paid)
Average: $233
Median: $176
Overnight Visitor Profile
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 75%
0%0%0%0%0%0%0%0%0%
25%
64%
0%6%0%0%3%0%3%0%0%
24%
0%0%0%0%6%6%0%0%
6%0%
83%
0%0%0%0%0%0%0%0%0%
25%
75%
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 ]81%
14%
4%
77%
Likelihood of Recommending Event to a Friend or Family Member
Total Lodging
Restaurants/Bars/
Prepared Food
Vendors
Shopping Other items
excluding lodging
Recreation (golf,
bike rental, entry
fees, etc.)
$0
$20
$40
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 $41
$16 $13 $7 $3 $3
Direct Economic Impact to TOV per Attendee-Day
2015 Event funding
Direct economic impact to TOV
Economic impact payback ratio $29.89
$822,069.89
$27,500.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Hot Summer Nights, June 9 - August 18
The overall sample size for this survey is 112. 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
2.9
9.3
9.8
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley