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HomeMy WebLinkAbout02-29-2016 Burton_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% 20% 40% 60%Percent Responding52% 10%15%10%13% 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 Florida Texas New York California 45% 21% 12% 21% 1% 23% 44% 15% 8% 5% 2% 1% 54% 46% 49% 5% 4% 4% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days21.5K Attendance Est 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 Summit County Avon Beaver Creek Eagle/Gypsum Other Edwards 59% 23% 18% 11% 21% 17% 21% 19% 21% 10% 11% 44% 29% 5% 1% 67% 11% 9% 7% 3% 2% 1% Nightly Rate (if Paid) Average: $398 Median: $350 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%Percent Responding21%4%5%4%3% 15% 4%6%11%8%20% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50% 60% 70%Percent Responding [0=Not atall likely,10=Extremely likely]63% 24% 13% 50% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$183 $73 $36 $33 $22 $21 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV Economic impact payback ratio $9.81 $3,925,562.29 $400,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: Burton US Open, February 29 - March 5 Survey technique: Intercept and post-trip web. Overall sample size: 348. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 4. Overnight only Average Overall Day visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident of Vail Valley 4.0 5.5 3.7 6.1 7.4 5.4 Overall