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Denver 2019 Travel Year

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Denver 2019 Travel Year Denver 2019 Travel Year Prepared For: : Travel Clients Background & Purpose Longwoods engaged to conduct visitor research for 2019 travel year: Purposes • Estimate visitor volume and expenditures • Provide intelligence on: competitive environment trip characteristics sources of business product delivery traveler profile Method Travel USA® Main focus is overnight travel • Quarterly random samples of U.S. adult population • Consumer online panel • Profiles of representative sample of 300,000+ overnight and day trips each year • Overview survey, then a custom follow-up o 2,356 Denver visitors completed the survey o 1,355 completed detailed follow-up ▪ 860 overnight ▪ 495 day Total Visitors to Denver 2019 – Day & Overnight 35 Denver Day Trips Overnight trips 31.5 31.7 31.4 31.9 30 28.4 25.6 25 22.8 21.9 17.3 17.4 17.3 17.7 20 21 20 18.9 19 16.4 15.4 14 15 13.2 13.6 12.2 12.1 12.7 10 MILLIONS OF OF TRIPS MILLIONS 14.2 14.3 14.1 14.2 5 10.2 12 6.7 6.9 7.3 7.8 8.3 8.8 0 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 18 19 Overnight Trips to Denver 20 2% 15 10 17.3 17.4 17.3 17.7 15.4 16.4 13.2 13.6 14.0 11.7 12.2 12.2 12.1 12.7 MILLIONS OF TRIPS MILLIONS 5 10.3 10.2 10.4 8.8 9.4 9.0 9.6 9.7 9.9 7.2 7.1 7.9 0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 11 `12 `13 `14 `15 `16 `17 `18 `19 Total Travel Spending in Denver – Day & Overnight Total Spending = $7.0 Billion Overnight Visitors (86%) $6.0 Billion Day Visitors (14%) $970 Million Overnight Visitor Spending – Up 8% year over year Overnight Leisure Trips to Denver 20 3% 15 10 14.7 15.0 14.9 15.3 13.0 13.8 MILLIONS OF TRIPS MILLIONS 10.9 11.0 11.3 11.7 5 9.1 9.6 9.7 10.1 8.0 8.1 7.8 7.9 7.9 6.4 7.0 6.4 6.9 6.1 5.7 5.3 5.2 5.9 0 `92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 19 Structure of Denver’s Overnight Leisure Travel Market 18 Marketable Trips Visits to Friends/Relatives 16 15.3 14.7 15.0 14.9 13.8 1% 14 13.0 11.7 12 11.3 10.9 11.0 7.8 10.1 8 7.8 10 9.6 9.7 8.3 9.1 7 7.7 8.0 8.1 7.8 7.9 7.9 6.2 8 6.4 6.3 7.1 6.9 6.5 6.5 6.4 5.6 5.6 5.8 6 6.1 5.9 5.5 5.7 5.3 4.8 5.1 4.7 MILLIONS OF TRIPS MILLIONS 4.9 5% 5.2 4 4 4.9 3.1 3.2 3.9 3.3 4 3.2 2.4 2.6 7.5 6.1 6.4 7 7.1 5 5.5 6 2 3.6 4 4.1 4.3 4.4 4.5 3 2.5 2.9 2.6 2.7 2.6 3.1 3.1 2.9 3.2 3 2.9 3 3.2 0 `92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Length of Stay – Overnight Leisure Trips 4 3 2 3.7 3.7 3.3 3.4 3.2 3.2 3.3 3.0 2.8 3.0 3.0 1 AVG. NUMBER OF NIGHTS NUMBER AVG. 0 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Denver Top Sources of Overnight Leisure Trips Los Angeles Albuquerque-Santa Fe* Dallas-Ft. Worth* New York San Francisco* Chicago* Feeder Cities Feeder * = Advertising markets Top Sources of Overnight Leisure Trips California Texas Florida Illinois Arizona Nebraska New Mexico Kansas Feeder States Feeder Minnesota New York Leisure Tourism Growth (Since 2006) +68% INCREASE +24% INCREASE Source: Longwoods International 2019 Overnight Business Trips to Denver 4.0 3.0 2.0 2.7 2.4 2.4 2.5 2.5 2.6 2.6 2.5 2.4 2.6 2.6 2.4 2.4 2.4 MILLIONS OF TRIPS MILLIONS 2.3 2.1 2.2 2.3 2.3 1.0 1.9 1.9 2.0 1.9 2.0 2.0 1.8 0.0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Average Daily Expenditures – Per Overnight Visitor $180 $171 $166 171 $160 $149 $154 $145 $146 147 $142 $136 $140 $120 $100 $82 83 $80 $71 $69 $70 $60 $40 $20 $0 Business Marketable VFR 2015 2016 2017 2018 2019 Denver’s Product – “Would Really Enjoy Visiting Again” 100% 82% 83% 80% 78% 78% 80% 80% 75% 77% 72% 71% 70% 64% 67% 64% 67% 65% 66% 66% 60% 63% 62% 60% 40% 20% PERCENT WHO STRONGLY AGREE STRONGLY WHO PERCENT 0% `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Another Record-Breaking Year! Tourism is important to Denver’s economy! Continuing to set new records Outpacing national trends...Leisure visits up 68% vs. 24% nationally since 2006 How? Successful marketing and product delivers on the promise KEEP UP THE GOOD WORK! Travel Spending by Sector – Overnight Visitors Total Spending = $6.0 Billion Eating/Drinking Accommodation (19%) (32%) $1,152 Million $1,942 Million Recreation Transportation (9%) (29%) $1,704 Million $537 Million Retail (11%) $674 Million Total Travel Spending in 2019 - Overnight Trips 7.0 Record Spending: $6.0 Billion 6.0 6.0 Up 8% year over year 5.6 5.6 5.3 5.0 5.0 4.6 4.0 4.0 3.6 3.1 3.3 2.9 2.8 3.0 3.0 2.7 2.3 2.3 $ BILLIONS $ 2.0 2.1 2.2 2.1 2.2 2.2 2.2 2.0 1.7 1.6 1.7 1.0 0.0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Total Expenditures in 2019 - Overnight Trips 6% $5 $4 Total Spending Up 8% $3 4.9 4.5 4.6 $2 4.2 3.6 3.9 3.2 2.8 14% 2.3 2.5 BILLIONS OF DOLLARS BILLIONS $1 2.0 2.2 2.2 1.5 1.9 1.1 1.1 1.1 1.1 0.8 0.8 0.9 0.9 0.7 0.7 0.8 0.8 0.8 1.0 1.0 $0 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Leisure Business Contributions to Expenditures/Visitor Volumes Base: Overnight Visitors 34 Visit to Friends/Relatives 44 48 Marketable Leisure 42 18 Business 14 0 20 40 60 Percent Expenditures Visitors Denver’s Overnight Business Trips – 2018 vs. 2017 959 Convention/Conference 1% 945 1,413 Other Business 3% 1,451 0 500 1,000 1,500 2,000 Thousands of Trips 2019 2018 Day Trips to Denver 15 1% 14.2 14.3 14.1 14.2 12.0 10 10.2 8.8 8.3 7.8 7.0 7.3 5 MILLIONS OF OF TRIPS MILLIONS 0 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Out-of-State Leisure Visitors 100 80 60 40 82 80 81 83 83 76 71 71 70 70 74 74 PERCENT 20 0 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 `19 Attractions Visited in Denver Denver Zoo Red Rocks Park & Buffalo Bill Museum & Grave Amphitheatre Colorado Rockies Coors Brewery Denver Botanic Gardens Colorado State Capitol Denver Art Museum Paid Admissions Paid Denver Museum of Nature & Science/IMAX Admissions 3 Free Top Colorado Railroad Museum Denver Broncos Lakeside Amusement Park Downtown Aquarium Top Shopping/Entertainment Areas Visited in Denver Base: Leisure Visitors 16th Street Mall Denver Union Station LoDo “Lower Downtown” Historic District Cherry Creek Denver Pavilions Larimer Square Denver Premium Outlets Outlets at Castle Rock FlatIron Crossing Mall Shopping Park Meadows Retail Resort Belmar Shops at Northfield/Stapleton Denver’s Source of Business States Contributing more than 5% States contributing 2% - 5% DMAs contributing more than 2% Base: Overnight Leisure Trips THANK YOU!.
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