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