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HomeMy WebLinkAbout06-28-2015 Vail Jazz Festival 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% 80% P e r c e n t R e s p o n d i n g 12% 70% 12%3%4% Visitor Type 0%20%40%60% Percent Responding 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 2% 40% 23% 35% 1% 9% 31% 31% 28% 50% 50% 47% 5% 15% 6% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 2.9K 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 86% 7% 7% 9% 56% 11% 9% 3% 13% 10% 10% 59% 17% 2% 1% 89% 7% 1% 1% 2% Nightly Rate (if Paid) Average: $206 Median: $135 Overnight Visitor Profile: Overnight Visitors 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 20% 13% 40% 7% 20% 1%2% 6%5% 1% 5%3% 76% 7%7% 40% 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 ] 90% 8%2% 87% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Lodging Other items excluding lodging Shopping Recreation (golf, bike rental, entry fees, etc.) $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 $229 $77 $64 $45 $35 $8 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding (all Vail Jazz Festival events, including Party and others) Direct economic impact to TOV (Jazz Party only) Economic impact payback ratio (i.e. Impacts of Jazz Party only vs. total funding for all Vail Jazz events . Ratio would be higher if impact of all Vail Jazz events were included.) $9.24 $665,074.01 $72,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Jazz Party, September 3-7 The overall sample size for this survey is 147. Please note that sample sizes are smaller for subgroups. Overnight only Average Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 5.0 9.1 4.9 Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley