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HomeMy WebLinkAbout09-25-2015 Outlier Offroad 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% P e r c e n t R e s p o n d i n g 17%19%15% 48% 1% 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 California New Mexico 24% 26% 23% 27% 1% 5% 34% 39% 18% 4% 0% 0% 23% 77% 92% 2% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 1.4K Attendance Estimate 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 59% 3% 22% 16% 16% 30% 19% 23% 3% 9% 34% 41% 24% 1% 0% 0% 62% 9% 4% 1% 7% 5% 11% Nightly Rate (if Paid) Average: $180 Median: $170 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 3%1%1%0%1%3%1%4%5%3% 79% 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 ] 57% 33% 10% 46% Likelihood of Recommending Event to a Friend or Family Member Total Outlier Festival demo and race fees Shopping Other items, excluding lodging Restaurants / bars / food concessions Lodging Other recreation (golf, 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 $254 $77 $63 $48 $45 $21 $1 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $13.74 $343,608.65 $25,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Outlier Offroad Festival, September 25 - 27 Survey technique: Combination of intercept survey and post-trip web survey. The overall sample size for this survey is 147. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 1. Overnight only Average Overall Full-time resident of Town of Vail Day visitor Overnight visitor Full-time downvalley resident Seasonal resident of Vail Valley 8.0 8.1 9.0 9.8 9.9 9.1 Overall