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HomeMy WebLinkAbout07-27-2015 Vail International Dance 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% P e r c e n t R e s p o n d i n g 11% 20% 59% 2%8% Visitor Type 0%50% 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 Florida Kansas California 15% 37% 15% 33% 2% 3% 7% 7% 16% 29% 28% 9% 74% 26% 62% 7% 7% 5% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 13.8K Attendance Estimate 0%20%40%60% 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 61% 25% 11% 3% 11% 39% 14% 11% 11% 14% 17% 22% 19% 25% 6% 11% 56% 14% 11% 8% 6% 6% 0% Nightly Rate (if Paid) Average: $192 Median: $170 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 60% 0%0%0%0% 20% 0%0%0%0% 20%19%3%0%3%0%8%0%3%8%3% 53% 0%0%0%0%0%0% 100% 0%0%0%0%0%0%0%0%0%0%0%0%0%0% 100% 14%0%0%0%0%0%0%0%0%0% 86% 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 ] 87% 12% 2% 85% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Other items excluding lodging Shopping Lodging Recreation (golf, bike rental, entry fees, etc.) $0 $50 $100 $150 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 $130 $44 $30 $29 $23 $4 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $38.97 $1,792,589.08 $46,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail International Dance Festival, July 27 - August 10 The overall sample size for this survey is 61. Please note that sample sizes are smaller for subgroups. Overnight only Average Day visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident of Vail Valley 3.0 6.9 6.0 10.0 8.6Day visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident of Vail Valley