HomeMy WebLinkAbout09-25-2015 Vail-BC Restaurant Week Dashboard w.MemoDay 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%
10%
20%
30%
40%
P e r c e n t
R e s p o n d i n g 26%
34%
27%
6%7%
Visitor Type
Annual Household
Income
Under $50k
$50k-$100k
$100-$150k
$150k or more
Gender Female
Male
State/Country Colorado
California
Florida
Wyoming
Missouri
Austria
United Kingdom
5%
29%
25%
42%
50%
50%
79%
5%
2%
2%
2%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
A t t e n d e e -D a y s
19.3K
Attendance Estimate
Are you staying:In paid lodging
With friends/family
Vacation home/timeshare
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%
20%
22%
0%
0%
38%
13%
31%
6%
13%
11%
20%
57%
4%
4%
4%
69%
4%
18%
0%
0%
7%
2%
Nightly Rate (if Paid)
Average: $202
Median: $200
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
30%
2%2%5%0%
15%
0%0%4%0%
43%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor NPS
0%
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 ]
54%
26%20%
34%
Likelihood of Recommending Event to a Friend or Family Member
Total
Restaurants / bars /
prepared food
vendors
Lodging Shopping Other items,
excluding lodging
Recreation (race
entry fees, golf, bike
rental, 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 ..
$91 $65
$11 $6 $5 $4
Direct Economic Impact to TOV per Attendee-Day
2015 Event funding
Direct economic impact to TOV
Economic impact payback ratio $124.88
$1,748,360.71
$14,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Vail Restaurant Week, September 25 - October 4
Survey technique: Intercept. Qualified sample size: 151 randomly selected pedestrians in VV and LH who said they were 50-100% likely dine at a participating V.R.W. restaurant today and select
a $20.15 special. (Please note that sample sizes are smaller for subgroups.)
Additionally, for purposes of estimating attendance, participating restaurants were asked to provide sales revenue, guest count, and number of $20.15 specials sold during the VRW period (usable
sample=10 restaurants).
Number of years event has taken place in Vail (including 2015): 3.
Overnight only
Average
Overall
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor
Overnight visitor
Seasonal resident of Vail Valley 3.0
3.0
6.0
7.5
8.3
5.5
Overall
4770 Baseline Rd, Suite 360 • Boulder, CO 80303 • 303/449-6558 • 303/449-6587 FAX • www.rrcassociates.com
Vail Restaurant Week 2015: Restaurant Sales Statistics
Prepared by RRC Associates, 10/27/2015
Restaurants participating in 2015 Vail Restaurant Week (VRW; September 25 – October 4, 2015) were
asked to provide sales statistics for the event by means of a survey. Restaurants were asked to provide
aggregate sales revenue, aggregate guest counts, and the aggregate number of $20.15 specials sold over
the course of the 10-day event. Ten of the 29 restaurants participating in VRW provided complete data
for all metrics requested, and an additional two restaurants provided partial data.
For the sample of 10 restaurants providing complete data, we calculated average “per-restaurant” sales,
guest counts, and the number of $20.15 specials sold. We then extrapolated the averages to all 29 Vail
restaurants that participated in VRW, assuming that reporting and non-reporting restaurants had similar
average per-restaurant performance. This results in projected aggregate sales statistics across the 29
participating Vail restaurants during Vail Restaurant Week. As shown in Table 1 below, based on this
methodology, we project that during the 2015 Vail Restaurant Week period, the 29 participating Vail
restaurants generated approximately $1.97 million in sales, served approximately 46,840 guests, and
sold approximately 19,305 $20.15 specials.
Table 1
Projected Total Sales and Guest Counts during Vail Restaurant Week 2015
at Participating Vail Restaurants
(Results are projected to all 29 Vail restaurants participating in Vail Restaurant Week)
(Extrapolations are derived from data provided by 10 participating Vail restaurants)
Average per
Restaurant (based
on 10 responses)
Total: Projected
to 29 Participating
Restaurants
2015 Sales (Sep 25 - Oct 4) $67,990 $1,971,709
2015 Guest Count (Sep 25 - Oct 4) 1,615 46,840
2015 $20.15 Specials Sold (Sep 27 – Oct 6) 666 19,305
A similar sales survey and analysis was conducted following 2013 Vail Restaurant Week, with 12
restaurants providing complete data that year. Although the mix of responding restaurants was
different each year (necessitating caution in comparing 2015 vs. 2013 results), the data suggest that
sales associated with VRW have likely increased since 2013. In particular, subject to the caveat above
about sample differences, the aggregate guest count during VRW is estimated to have risen by 18
percent, and the aggregate number of $20.15 specials sold is estimated to have increased by 60 percent,
from 2013 to 2015. Again, these extrapolations should be interpreted with caution, but they would
appear to directionally indicate that sales volumes have increased.