HomeMy WebLinkAbout03-30-2016 Taste of Vail_DashOvernight
visitor to the
region
Full-time
downvalley
resident
Full-time
resident of
Town of Vail
Day visitor to
Vail
0%
20%
40%Percent Responding47%
24%25%
4%
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
Texas
California
Louisiana
Minnesota
Missouri
Illinois
Ohio
8%
21%
18%
54%
0%
6%
13%
17%
17%
29%
12%
6%
40%
60%
63%
8%
6%
4%
4%
4%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days3.5K
Attendance Est
Are you staying:In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Other
54%
31%
15%
0%
25%
17%
38%
0%
21%
4%
12%
69%
0%
12%
4%
85%
8%
4%
4%
Nightly Rate
(if Paid)
Average:
$607
Median:
$475
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 Responding15%0%5%5%0%3%3%8%3%5%
54%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor NPS
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Percent Responding [0=Not atall likely,10=Extremely likely]96%
0%4%
93%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping
Recreation (skiing,
ski lessons, rentals,
etc.)
Lodging Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$209
$80 $63 $31 $21 $13
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $24.66
$739,890.57
$30,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2016 Event Visitor Summary: Taste of Vail, March 30 - April 2
Survey technique: Intercept Overall sample size: 55. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 27.
Overnight only
Average
Overall
Day visitor
Full-time downvalley resident
Overnight visitor 6.0
9.2
10.0
7.1Overall