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HomeMy WebLinkAbout02. a. GOG19_SURVEY_RRCTotal economicimpact perattendee day Restaurants/bars/foodconcessions Gourmet Tickets Shopping Lodging Recreation (golf,bike rental,chairlift ride, etc.) Other items $0$100 $200 $300 $400 Economic Impactper Attendee-Day$172 $52 $51 $41 $31 $3 $1 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingWith friends/familyVacation home/timeshareIn rent-by-owner lodgingOther 50% 23% 16%9%2% Overnight Visitor Profile 1 2 3 4 5 6 or more 40% 15% 12% 10% 20% 3% 1 2 3 - 56 - 8 9 - 1415 or more 11%21% 50%11% 5% 2% Vail Avon Beaver Creek Edwards Summit County Eagle/Gypsum Other 77% 6% 5% 5% 3% 2% 3% Under $50k $50k-$100k $100k-$150k $150k or more 10% 22% 15% 53% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 16% 16% 22% 27% 11% 3% 4% Male Female 51% 49% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding76% 15%8% Likelihood of Recommending Event to a Friend or Family Member 0: None, Iwould havecome toVailanyway 1 2 3 4 5: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail 0% 20% 40%Percent Responding28% 45% 0%0%2%2%9%3%3%5%3% Importance of Event in Decision to Visit Vail Today - Overall 2019 Town of Vail funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.84 $50,245 $29.20 $1,752,023.80 $60,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 2K 4K 6K 8K 10K 12K 10,200 Attendance Est 68% NPS Net Promoter Score Overnightvisitor Full-timedownvalleyresident Full-timeresident ofTown of Vail Seasonalresident ofVail Valley Day visitorto Vail 10% 20% 30% 40% 50% 60%Percent Responding56% 16%13%11%5% Visitor Type ColoradoTexas Florida Arizona Kansas NebraskaOhio Pennsylvania 2%2%2% 2%2% 5% 8%65% No57% Yes43% Attended this event last year? 2019 Vail Event Visitor Summary: Gourmet on Gore August 30 - September 2, 2019 Survey technique: Intercept. Number of years event has taken place in Vail (including 2019): 14 Overall Overnight visitor Seasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 4.58.56.96.4 5.4 6.1 Are youstaying: How many peopleare staying in youraccomodationsunit? Nights in thearea this trip Where are yourlodgingaccommodationslocated? Annual HouseholdIncome Age State/Country Gender Nightly Rate (ifPaid) Average: Median:$326$267 Overall Overnight visitor Overall event 10th Mountain Parade $20.19 Vail Beaver Creek Restaurant Week CampSight: An Innovation + marketing unconference Colorado Snowsports Museum: Alpine Journeys Gourmet on Gore Kids Adventure Games Legacy Fighting Alliance Pink Vail 2019 Powabunga Fest Spring Back to Vail - All (Concert & Other) Spring Back to Vail - Concerts Only Vail America Days Vail Film Festival Vail Lacrosse Shootout Vail Oktoberfest Vail Summer Bluegrass Series Sample Size: 241