HomeMy WebLinkAbout01-07-2016 Big Beers_ DashOvernight
visitor to the
region
Full-time
downvalley
resident
Full-time
resident of
Town of Vail
Day visitor
to Vail
Seasonal
resident of
Vail Valley
0%
50%
100%
P e r c e n t R e s p o n d i n g 86%
7%4%3%0%
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 Male
Female
State/Country Colorado
Illinois
California
Texas
Kansas
11%
34%
21%
33%
0%
1%
31%
41%
18%
10%
1%
0%
75%
25%
82%
3%
2%
1%
1%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
A t t e n d e e -D a y s
3.2K
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
88%
4%
7%
2%
9%
35%
11%
13%
9%
22%
8%
35%
54%
2%
0%
0%
88%
1%
6%
1%
1%
3%
2%
Nightly Rate (if
Paid)
Average: $342
Median: $275
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
1%1%0%0%0%4%1%2%7%9%
72%
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 ]
88%
11%
1%
87%
Likelihood of Recommending Event to a Friend or Family Member
Total amount you
will spend today
and tonight
Lodging
Restaurants/Bars/
Prepared Food
Vendors
Admission fees Recreation
Other items,
excluding
lodging
Shopping
$0
$100
$200
$300
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 ..$340
$91 $83 $66 $49 $29 $21
Direct Economic Impact to TOV per Attendee-Day
2015 Event funding
Direct economic impact to TOV
Economic impact payback ratio $107.68
$1,076,772.95
$10,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2016 Event Visitor Summary: Vail Big Beers, Belgians & Barleywines Festival, January 7-9
Survey technique: Post-trip web. Overall sample size: 228. (Please note that sample sizes are smaller for subgroups.)
Number of years event has taken place in Vail (including 2016): 16.
Overnight only
Average
Overall
Overnight visitor
Day visitor
Seasonal resident of Vail Valley
Full-time downvalley resident 6.6
8.0
8.8
9.4
9.1Overall