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Home My WebLink AboutSB2V19_RRC SURVEY_By Visitor TypeVail Events - Spring Back to Vail 2019 OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Which of the following Spring Back to Vail activities did you or will you attend today/tonight? (Check all that apply) Free concerts at Ford Park Festival Village World Pond Skimming Championship Après and after dark parties Other: (please specify) TOTAL n = 88%83%75%86%91%100% 33%44%57%18%25% 29%28%50%57%27%8% 10%6%14%18%8% 2%25% 162%161%150%214%155%142% 52 18 4 7 11 12 22 May 19 Source: RRC Associates Vail Events - Spring Back to Vail 2019 OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Which best describes you during your time in Vail? An overnight visitor (spent 1 or more nights away from home) A seasonal resident of Vail Valley A full-time resident of Town of Vail A full-time downvalley resident (living in Avon, Edwards, Eagle, Gypsum, etc.) A day visitor - left home & returned home the same day TOTAL n = 39%100% 6%100% 14%100% 21%100% 20%100% 100%100%100%100%100%100% 340 132 19 49 72 68 22 May 19 Source: RRC Associates Page 1 Vail Events - Spring Back to Vail 2019 Overnight Visitors & Seasonal Residents OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Day visitor How many nights are you staying in the area this trip? (cap 21 nights) 1 2 3 - 5 6 - 8 9 - 14 TOTAL Average n = Were your lodging accommodations located in: Vail Avon Edwards Eagle/Gypsum Summit County (Dillon, Frisco, Breckenridge, etc.) Other TOTAL n = 14%13%100% 31%35% 39%32%100%100% 11%13% 6%6% 100%100%100%100%100% 3.6 3.7 3.3 4.0 1.0 36 31 3 1 1 68%68%75% 3%3% 11%12% 3%3% 13%15% 3%25% 100%100%100% 38 34 4 22 May 19 Source: RRC Associates Page 2 Vail Events - Spring Back to Vail 2019 Overnight Visitors & Seasonal Residents OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Did you stay: In paid commercial lodging (hotel, condo rental, etc.) In paid rent-by-owner lodging (VRBO) With friends/family who live in the area In a vacation home or timeshare owned by you, family or friends Other TOTAL n = What is the nightly rate of your accommodations? $50 - $74 $100 - $124 $125 - $149 $150 - $174 $175 - $199 $200 - $299 $300 - $499 $500 - $999 TOTAL Average n = 47%53% 5%6% 26%29% 16%9%75% 5%3%25% 100%100%100% 38 34 4 6%6% 6%6% 6%6% 41%44% 6%6% 18%19% 6%6% 12%6%100% 100%100%100% 212.5 194.5 .500.0 17 16 0 1 22 May 19 Source: RRC Associates Page 3 Vail Events - Spring Back to Vail 2019 Overnight Visitors & Seasonal Residents OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Including yourself, how many people are staying in your accommodations unit (room, condo, etc.)? 1 2 3 4 5 6 7 8 TOTAL Average n = 8%3%25%50% 56%61%50%50% 13%16% 13%10%25%100% 3%3% 3%100% 3%3% 3%3% 100%100%100%100%100%100% 2.8 2.8 2.3 4.0 1.5 6.0 39 31 4 1 2 1 22 May 19 Source: RRC Associates Page 4 Vail Events - Spring Back to Vail 2019 OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor How important was Spring Back to Vail in your decision to visit Vail this trip? 0=Not important: I would have come to Vail anyway 1 2 3 4 5=Half of my reason for coming to Vail 6 7 8 9 10=Very important: My only reason for coming to Vail TOTAL Average n = 25%33%47%35%19%6% 1%2% 1%2%1% 1%1%3%1% 1%1%3% 10%15%20%11%6%3% 3%4%5%1% 4%5%3%6%3% 9%6%13%8%14%7% 4%3%3%9%4% 41%29%20%32%43%73% 100%100%100%100%100%100% 6.3 5.1 4.1 5.3 7.1 8.7 317 128 15 37 70 67 22 May 19 Source: RRC Associates Page 5 Vail Events - Spring Back to Vail 2019 Please estimate how much money you will spend for yourself only today and tonight, either at this event or elsewhere in the Town of Vail.OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Restaurants / bars / food concessions None $1 - $24 $25 - $49 $50 - $74 $75 - $99 $100 - $124 $150 - $174 $200 - $299 $300 - $499 TOTAL Average Median n = Shopping (groceries, souvenirs, clothing, gifts, etc.) None $1 - $24 $25 - $49 $50 - $74 $75 - $99 $100 - $124 $150 - $174 $200 - $299 TOTAL Average Median n = Recreation (skiing, ski lessons/rentals, etc.) None $50 - $74 $100 - $124 $150 - $174 $200 - $299 $300 - $499 TOTAL Average Median n = Other items, excluding lodging (gas, parking, movie, etc.) None $1 - $24 $25 - $49 $50 - $74 $100 - $124 $200 - $299 TOTAL Average Median n = 11%36%17%9% 20%14%27%22%27% 26%25%50%9%33%27% 23%29%9%22%27% 3%4%9% 7%7%50%9%9% 1%4% 7%14%6% 1%4% 100%100%100%100%100%100% $54 $82 $70 $29 $36 $36 $40 $50 $70 $15 $30 $30 70 28 2 11 18 11 69%54%100%73%78%82% 6%4%9%6%9% 9%7%9%11%9% 11%25%9% 1%6% 1%4% 1%4% 1%4% 100%100%100%100%100%100% $16 $31 $0 $9 $8 $4 $0 $0 $0 $0 $0 $0 70 28 2 11 18 11 90%79%100%100%94%100% 3%7% 3%7% 1%4% 1%4% 1%6% 100%100%100%100%100%100% $15 $24 $0 $0 $22 $0 $0 $0 $0 $0 $0 $0 70 28 2 11 18 11 71%61%100%91%78%64% 11%11%9%17%9% 7%11%18% 3%4%6% 6%11%9% 1%4% 100%100%100%100%100%100% $14 $25 $0 $1 $5 $15 $0 $0 $0 $0 $0 $0 70 28 2 11 18 11 22 May 19 Source: RRC Associates Page 6 Vail Events - Spring Back to Vail 2019 Please estimate how much money you will spend for yourself only today and tonight, either at this event or elsewhere in the Town of Vail.OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Total amount spent (excluding lodging) None $1 - $24 $25 - $49 $50 - $74 $75 - $99 $100 - $124 $125 - $149 $150 - $174 $175 - $199 $200 - $299 $300 - $499 $500 - $999 TOTAL Average Median n = 11%36%17%9% 13%7%18%22%9% 17%11%50%9%17%36% 21%29%18%17%18% 4%9%6%9% 7%7%50%6%9% 3%6%9% 4%7%9% 1%4% 7%14%6% 9%18%6% 1%4% 100%100%100%100%100%100% $100 $162 $70 $39 $71 $54 $50 $100 $70 $20 $33 $45 70 28 2 11 18 11 22 May 19 Source: RRC Associates Page 7 Vail Events - Spring Back to Vail 2019 OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor How likely are you to recommend Spring Back to Vail to a friend or family member? 0=Not at all likely 3 4 5=Neutral 6 7 8 9 10=Extremely likely TOTAL Average Median n = Net Promoter Category Promoter (% responding 9 & 10) Passive (% responding 7 & 8) Detractor (% responding 0-6) TOTAL Net Promoter Score n = 2%8%4%2% 1%4% 1%2%3% 6%8%8%4%3% 3%5%8% 10%5%23%12%15%7% 12%15%4%17%10% 7%12%4%8%3% 59%55%69%58%52%73% 100%100%100%100%100%100% 8.7 8.8 8.5 8.2 8.6 9.2 10.0 10.0 10.0 10.0 10.0 10.0 181 60 13 26 52 30 66%67%69%62%60%77% 23%20%23%15%33%17% 12%13%8%23%8%7% 100%100%100%100%100%100% 0.5%0.5%0.6%0.4%0.5%0.7% 181 60 13 26 52 30 22 May 19 Source: RRC Associates Page 8 Vail Events - Spring Back to Vail 2019 OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Prior to this trip, how many previous visits had you made to Vail? None, this was my first visit 2-4 5-7 8-10 11 or more TOTAL n = 15%28%10% 10%17%10% 5%20% 10%17%10% 60%39%100%100%100%50% 100%100%100%100%100%100% 40 18 4 1 7 10 22 May 19 Source: RRC Associates Page 9 Vail Events - Spring Back to Vail 2019 OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Your gender: Male Female Other TOTAL n = Age of respondent 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 TOTAL Average Median n = Which of the following best represents the annual income of your household, before taxes? Under $30,000 $30 - $49,999 $50 - $74,999 $75 - $99,999 $100 - $149,999 $150 - $199,999 $200 - $499,999 $500,000 or more TOTAL n = 52%62%25%33%50%55% 47%38%75%67%50%36% 1%9% 100%100%100%100%100%100% 81 34 4 12 20 11 9%9%25%8%10% 19%15%33%15%27% 24%21%8%35%36% 23%15%50%17%35%18% 20%30%25%25%18% 6%9%8%5% 100%100%100%100%100%100% 44.2 47.1 46.0 43.4 41.2 41.3 44.0 50.0 52.0 43.0 42.0 38.0 80 33 4 12 20 11 15%17%33%13%10%9% 16%4%38%30%18% 22%17%13%40%27% 9%9%25%9% 15%22%10%18% 9%13%33%9% 5%13% 9%4%33%13%10%9% 100%100%100%100%100%100% 55 23 3 8 10 11 22 May 19 Source: RRC Associates Page 10 Vail Events - Spring Back to Vail 2019 OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor U.S. CENSUS REGION / WORLD REGION Northeastern US Census Region Midwestern US Census Region Southern US Census Region Western US Census Region US territories & overseas armed forces Latin America / Caribbean Canada Australia/NZ Asia TOTAL n = U.S. CENSUS DIVISION New England (CT, ME, MA, NH, RI, VT) Middle Atlantic (NJ, NY, PA) East North Central (IL, IN, MI, OH, WI) West North Central (IA, KS, MN, MO, NE, ND, SD) South Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV) East South Central (AL, KY, MS, TN) West South Central (AR, LA, OK, TX) Mountain (AZ, CO, ID, MT, NV, NM, UT, WY) Pacific (CA, OR, WA, AK, HI) US territories & overseas armed forces International TOTAL n = U.S. CENSUS REGION / WORLD REGION Colorado Front Range (12 county - Weld to Elbert to Pueblo) Other Colorado Northeastern US Census Region Midwestern US Census Region Southern US Census Region Western US Census Region (excl. Colorado) US territories & overseas armed forces Latin America / Caribbean Canada Australia/NZ Asia TOTAL n = 2%5%11% 5%12%3% 9%17%21%8% 80%60%58%100%100%88% 1%2% 1%2%5%2% 0%1% 1%2% 0%5% 100%100%100%100%100%100% 321 123 19 44 69 66 1%2%5% 1%2%5% 4%9%2% 2%3%2% 6%12%11%2% 2%3%5% 2%2%5%6% 79%59%53%100%100%88% 1%1%5% 1%2% 2%4%11%2% 100%100%100%100%100%100% 321 123 19 44 69 66 30%49%21%5%1%42% 49%8%32%95%99%45% 2%5%11% 5%12%3% 9%17%21%8% 2%3%5% 1%2% 1%2%5%2% 0%1% 1%2% 0%5% 100%100%100%100%100%100% 321 123 19 44 69 66 22 May 19 Source: RRC Associates Page 11 Vail Events - Spring Back to Vail 2019 State / Country OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor STATE / COUNTRY Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York Australia Indiana Michigan Nebraska North Carolina Puerto Rico South Carolina Alabama Argentina Arkansas California Canada Costa Rica District of Columbia Ecuador India Iowa Louisiana Mexico Minnesota Missouri Nevada New Hampshire 78.2%56.9%52.6%100.0%100.0%87.9% 2.8%5.7%5.3%1.5% 1.9%4.9% 1.6%5.3%6.1% 1.2%3.3% 0.9%2.4% 0.9%1.6%5.3% 0.9%1.6%5.3% 0.6%1.6% 0.6%1.6% 0.6%0.8%1.5% 0.6%0.8%1.5% 0.6%1.6% 0.6%1.6% 0.6%1.6% 0.3%5.3% 0.3%1.5% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%5.3% 0.3%5.3% 0.3%5.3% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8%(cont.) Page 12 Vail Events - Spring Back to Vail 2019 State / Country OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor STATE / COUNTRY Ohio Pennsylvania Utah Virginia Washington Wisconsin Wyoming TOTAL n = 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%5.3% 0.3%0.8% 0.3%0.8% 100.0%100.0%100.0%100.0%100.0%100.0% 321 123 19 44 69 66 (cont.) 22 May 19 Source: RRC Associates Vail Events - Spring Back to Vail 2019 DMA OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor DESIGNATED MARKET Denver -- CO, NE, NV, WY International Colorado Springs - Pueblo -- CO Chicago -- IL, IN Miami - Fort Lauderdale -- FL Tampa - Saint Petersburg (Sarasota) -- FL Boston (Manchester) -- MA, NH, VT Nashville -- KY, TN Detroit -- MI Washington (Hagerstown) -- DC, MD, PA, VA, WV Charlotte -- NC, SC Augusta -- GA, SC Indianapolis -- IN Rochester -- NY Columbia -- SC Houston -- TX Grand Junction - Montrose -- CO US territories & overseas armed forces Philadelphia -- DE, NJ, PA Cincinnati -- IN, KY, OH Atlanta -- AL, GA, NC 75.4%52.8%47.4%100.0%100.0%83.3% 2.5%4.1%10.5%1.5% 2.2%4.1%3.0% 1.9%4.9% 1.2%3.3% 1.2%2.4%5.3% 0.9%1.6%5.3% 0.9%2.4% 0.6%0.8%1.5% 0.6%0.8%5.3% 0.6%1.6% 0.6%1.6% 0.6%1.6% 0.6%1.6% 0.6%1.6% 0.6%3.0% 0.6%5.3%1.5% 0.6%1.6% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8%(cont.) Page 13 Vail Events - Spring Back to Vail 2019 DMA OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor AREA Springfield - Holyoke -- MA West Palm Beach - Fort Pierce -- FL Syracuse -- NY Knoxville -- KY, TN Saint Louis -- IL, MO Shreveport -- AR, LA, OK, TX Minneapolis - Saint Paul -- MN, WI New Orleans -- LA, MS Birmingham (Anniston and Tuscaloosa) -- AL Austin -- TX Harlingen - Weslaco - Brownsville - McAllen -- TX Omaha -- IA, MO, NE Green Bay - Appleton -- MI, WI Des Moines - Ames -- IA, MO Little Rock - Pine Bluff -- AR Lincoln & Hastings - Kearney -- KS, NE Cheyenne - Scottsbluff -- NE, WY Salt Lake City -- ID, NV, UT, WY San Francisco - Oakland - San Jose -- CA Portland -- OR, WA Las Vegas -- NV TOTAL n = 0.3%0.8% 0.3%1.5% 0.3%5.3% 0.3%0.8% 0.3%0.8% 0.3%1.5% 0.3%0.8% 0.3%0.8% 0.3%5.3% 0.3%5.3% 0.3%1.5% 0.3%1.5% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%0.8% 0.3%5.3% 0.3%0.8% 100.0%100.0%100.0%100.0%100.0%100.0% 321 123 19 44 69 66 (cont.) 22 May 19 Source: RRC Associates Page 14 Vail Events - Spring Back to Vail 2019 Colorado County OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Colorado County Eagle Out of state/foreign Denver Summit Jefferson Boulder Arapahoe El Paso Larimer Douglas Routt Garfield Adams Grand Gunnison Mesa Park Weld Broomfield Chaffee Clear Creek TOTAL n = 36.7%0.9%29.4%95.5%94.2%1.5% 19.3%39.7%41.2%10.8% 8.7%14.7%11.8%2.3%10.8% 8.0%2.6%4.3%29.2% 6.1%7.8%5.9%2.3%12.3% 5.5%7.8%5.9%1.4%9.2% 2.3%4.3%3.1% 2.3%4.3%3.1% 2.3%5.2%1.5% 1.9%4.3%1.5% 1.3%2.6%1.5% 1.0%0.9%3.1% 0.6%1.7% 0.6%3.1% 0.6%1.7% 0.6%5.9%1.5% 0.6%3.1% 0.6%0.9%1.5% 0.3%0.9% 0.3%1.5% 0.3%1.5% 100.0%100.0%100.0%100.0%100.0%100.0% 311 116 17 44 69 65 22 May 19 Source: RRC Associates Page 15 Vail Events - Spring Back to Vail 2019 Colorado City OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Colorado City Out of state/foreign Vail Denver Avon Eagle Gypsum Edwards Breckenridge Boulder Golden Colorado Springs Fort Collins Dillon Aurora Littleton Silverthorne Frisco Steamboat Springs Castle Rock Longmont Louisville Alma Broomfield Crested Butte Englewood Glenwood Springs Lafayette Minturn Arvada Evergreen 19.3%39.7%41.2%10.8% 12.2%11.8%79.5%1.4% 10.3%18.1%11.8%2.3%12.3% 8.4%0.9%11.8%9.1%27.5% 6.1%2.3%26.1% 4.8%5.9%18.8%1.5% 4.2%18.8% 3.2%2.9%12.3% 2.6%3.4%5.9%1.4%3.1% 2.6%1.7%5.9%2.3%6.2% 2.3%4.3%3.1% 2.3%5.2%1.5% 1.9%1.7%1.4%4.6% 1.6%4.3% 1.6%1.7%4.6% 1.6%7.7% 1.3%0.9%4.6% 1.3%2.6%1.5% 1.0%2.6% 1.0%1.7%1.5% 1.0%1.7%1.5% 0.6%3.1% 0.6%1.7% 0.6%1.7% 0.6%3.1% 0.6%3.1% 0.6%0.9%1.5% 0.6%2.3%1.4% 0.3%0.9% 0.3%1.5% 0.3%1.5%(cont.) Page 16 Vail Events - Spring Back to Vail 2019 Colorado City OVERALL Visitor Type Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor Colorado City Georgetown Grand Junction Greeley Indian Hills Jamestown Lone Tree New Castle Palisade Parker Red Cliff Salida Tabernash Windsor Winter Park TOTAL n = 0.3%1.5% 0.3%5.9% 0.3%0.9% 0.3%0.9% 0.3%1.5% 0.3%0.9% 0.3%0.9% 0.3%1.5% 0.3%0.9% 0.3%2.3% 0.3%1.5% 0.3%1.5% 0.3%1.5% 0.3%1.5% 100.0%100.0%100.0%100.0%100.0%100.0% 311 116 17 44 69 65 (cont.) 22 May 19 Source: RRC Associates Page 17