HomeMy WebLinkAbout04-07-2016 Vail Film Fest_DashOvernightvisitor to theregion
Seasonalresident ofVail Valley
Full-timeresident ofTown of Vail
Full-timedown valleyresident
Day visitorto Vail
0%
20%
40%
60%Percent Responding65%
10%12%9%4%
Visitor Type
Annual HouseholdIncome 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
Texas
New York
Illinois
Minnesota
Louisiana
New Jersey
7%
36%
12%
45%
2%
8%
20%
13%
26%
23%
8%
33%
67%
48%
14%
9%
9%
7%
5%
3%
3%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days4.8K
Attendance Est
Are you staying:In paid lodging
With friends/family
Vacation home/timeshare
Other
How many peopleare staying in youraccommodationsunit?
Myself only
2
3
4
5
6 or more
Nights in the areathis trip 1
2
3 - 5
6 - 8
9 - 14
15 or more
Where are yourlodgingaccommodationslocated?
Vail
Edwards
Avon
Other
Summit County
Beaver Creek
Eagle/Gypsum
88%
13%
3%
60%
13%
10%
8%
8%
20%
66%
7%
2%
5%
86%
5%
5%
5%
NightlyRate (ifPaid)Average:$239Median:$210
Overnight Visitor Profile
0: None, Iwould havecome to Vailanyway
1 2 3 4 5: Half myreason forcoming toVail
6 7 8 9 10: My onlyreason forcoming toVail
0%
20%
40%
60%
80%
100%Percent Responding7%10%
2%2%7%
73%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor NPS
0%
10%
20%
30%
40%
50%
60%Percent Responding [0=Not atall likely,10=Extremely likely]58%
31%
11%
47%
Likelihood of Recommending Event to a Friend or Family Member
Total economicimpact perattendee day
Recreation(skiing, skilessons, rentals,etc.)
Admission fees Restaurants/Bars/PreparedFood Vendors Shopping Lodging Other items,excludinglodging
$0
$100
$200
EconomicImpact perAttendee-Day$288
$66 $66 $51 $42 $39 $24
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $30.50
$1,372,699.65
$45,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2016 Event Visitor Summary: Vail Film Fest, April 7-10
Survey technique: Post-event web. Overall sample size: 70 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Overnight only
Average
Overall
Day visitor
Full-time down valley resident
Overnight visitor
Seasonal resident of Vail Valley 6.0
9.0
9.0
10.0
8.7Overall