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HomeMy WebLinkAbout09-11-2015 Vail Oktoberfest 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% P e r c e n t R e s p o n d i n g 21%20% 12% 44% 3% 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 Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 9.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. 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 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 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% 20% 40% 60% 80% 100% P e r c e n t R e s p o n d i n g 18%3%4%3%0%5%5%5%3%2% 52% 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 ] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging 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 .. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $32.10 $1,444,713.82 $45,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 40. Overnight only Average Overall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall