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HomeMy WebLinkAbout06-20-2015 Vail Family Fun Fest 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% 50% 100% P e r c e n t R e s p o n d i n g 82% 9%3%1%4% Visitor Type 0%20%40%60% Percent Responding Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent 25 - 34 35 - 44 45 - 54 55 - 64 Gender Male Female State/Country Colorado Texas Florida Mexico Missouri California Kansas Nebraska Pennsylvania 0% 0% 0% 0% 4% 62% 31% 4% 58% 42% 44% 15% 7% 4% 4% 4% 4% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 4.0K Attendance Estimate 0%20%40%60%80%100% Percent Responding Are you staying:In paid lodging In a vacation home/time.. With friends/family who .. 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 70% 21% 8% 0% 0% 7% 10% 31% 20% 33% 7% 15% 28% 22% 18% 10% 90% 5% 3% 2% 0% 0% 0% Nightly Rate (if Paid) Average: $272 Median: $250 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% 50% 100% P e r c e n t R e s p o n d i n g 0%0% 0% 33% 0%0% 33% 0% 0%0% 33% 64% 0% 0%3%3%10%3% 0% 7% 3% 7% 100% 0%0% 0%0%0%0%0%0%0%0%0%0% 0% 0%0%0%0% 0% 50% 0% 50%57% 0% 0% 0%0% 29% 0%0%0%0% 14% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 20% 40% 60% 80% 100% 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 ] 77% 8%15% 62% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Recreation (golf, bike rental, entry fees, etc.) Lodging Other items excluding lodging $0 $100 $200 $300 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 $198 $98 $52 $24 $18 $6 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $39.55 $791,012.82 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Family Fun Fest, June 8 - August 8 The overall sample size for this survey is 74. Please note that sample sizes are smaller for subgroups. Overnight only Average Overnight visitor Seasonal resident Full-time resident of Town of Vail Full-time downvalley resident Day Visitor 2.9 9.0 0.0 6.3 2.0 Day Visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident