HomeMy WebLinkAbout06-21-2015 Vail Farmers Market 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%
66%
8%8%6%
Visitor Type
Annual Household
Income
Under $50k
$50k-$100k
$100-$150k
$150k or more
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
California
Florida
Kansas
Illinois
Georgia
Utah
10%
18%
21%
51%
0%
3%
19%
24%
22%
16%
15%
1%
55%
45%
46%
7%
5%
4%
3%
3%
2%
2%
Overall Visitor Profile
10K
20K
30K
40K
50K
60K
70K
80K
90K
A t t e n d e e -D a y s 79.0K
Attendance Estimate
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
61%
25%
13%
1%
2%
36%
11%
20%
9%
23%
4%
20%
31%
31%
9%
5%
66%
16%
2%
2%
0%
9%
4%
Nightly Rate
(if Paid)
Average:
$252
Median: $200
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
32%
4%7%1%1%8%2%2%9%2%
30%
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 ]
76%
17%
7%
69%
Likelihood of Recommending Event to a Friend or Family Member
Total Shopping Restaurants / bars /
food Lodging
Recreation (golf,
bike rental, entry
fees, 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 ..
$176
$79 $56
$18 $12 $10
Direct Economic Impact to TOV per Attendee-Day
2015 Event funding
Direct economic impact to TOV
Economic impact payback ratio $396.42
$13,874,665.36
$35,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Vail Farmer's Market, Sundays June 21 - Oct 4 (16 days)
The overall sample size for this survey is 142. (Please note that sample sizes are smaller for subgroups.)
Number of years event has taken place in Vail (including 2015): 11.
Overnight only
Average
Overall
Full-time downvalley resident
Day visitor
Full-time resident of Town of Vail
Overnight visitor
Seasonal resident of Vail Valley 3.5
3.5
7.9
8.8
9.2
4.9Overall