HomeMy WebLinkAbout04-02-2016 Pink Vail_DashOvernight
visitor to the
region
Seasonal
resident of
Vail Valley
Full-time
resident of
Town of Vail
Full-time
down valley
resident
Day visitor
to Vail
0%
20%
40%Percent Responding26%
12%11%
45%
6%
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
California
Illinois
Florida
New York
New Jersey
18%
30%
21%
31%
1%
4%
17%
21%
28%
21%
7%
0%
20%
80%
80%
2%
1%
1%
1%
1%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days2.9K
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
Edwards
Summit County
Beaver Creek
Avon
Eagle/Gypsum
Other
43%
34%
21%
2%
11%
24%
19%
20%
9%
17%
6%
36%
34%
12%
7%
4%
60%
13%
7%
6%
4%
4%
6%
Nightly
Rate (if
Paid)
Average:
$318
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%Percent Responding29%
1%1%4%2%
14%
2%2%
12%7%27%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor NPS
10%
20%
30%
40%
50%
60%
70%
80%
90%Percent Responding [0=Not atall likely,10=Extremely likely]81%
13%
6%
75%
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 Other items,
excluding lodging Lodging
$0
$100
$200
EconomicImpact perAttendee-Day$101
$36 $23 $17 $15 $10
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
(excluding fundraising)
Economic impact payback ratio
(excluding fundraising)$29.62
$296,173.14
$10,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2016 Event Visitor Summary: Pink Vail, April 2
Survey technique: Post-event web. Overall sample size: 497 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 5.
Overnight only
Average
Overall
Day visitor
Overnight visitor
Seasonal resident of Vail Valley 3.0
5.9
9.1
5.4Overall