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 TRIPS OF 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 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 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 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 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 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 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 TRIPS OF 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 Free 3 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!