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