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