Economic Impacts and Visitor Profile

201 8 September

ECONOMIC IMPACTS AND VISITOR PROFILE

Prepared By:

Cheyenne Frontier Days™ Economic Impacts and Visitor Profile July 2018

September 2018

Prepared for

Cheyenne Frontier Days Cheyenne, Wyoming

Dean Runyan Associates 833 SW 11th Avenue, Suite 920 Portland, Oregon 97205 (503) 226-2973 FAX 226-2984 www.deanrunyan.com

ACKNOWLEDGEMENTS

This study was prepared for Cheyenne Frontier Days. Special thanks are due to Tom Hirsig, CEO of Cheyenne Frontier Days. Thanks also to Nicole Gamst, Marketing Director, who served as liaison for this project, and Justin Gorman, Box Office Manager, who along with Nicole was especially helpful with data collection and review of preliminary research findings.

TABLE OF CONTENTS

SUMMARY...... III 1. INTRODUCTION AND OVERVIEW ...... 1

DATA COLLECTION AND SAMPLE ...... 1 ATTENDANCE ...... 1 ECONOMIC IMPACTS ...... 2 2. ATTENDEE AND VISITOR PROFILE ...... 3

ACTIVITY AND EVENT PARTICIPATION ...... 3 PREVIOUS VISITATION AND ORIGIN ...... 4 TRIP CHARACTERISTICS: OVERNIGHT VS. DAY ...... 5 VISITS TO ATTRACTIONS, OTHER COMMUNITIES, AND PLACES ...... 8 TRIP PLANNING AND DEMOGRAPHICS ...... 9 3. ECONOMIC IMPACTS ...... 11

METHODOLOGY OVERVIEW ...... 11 DIRECT ECONOMIC IMPACTS ...... 11 SECONDARY IMPACTS ...... 13 DETAILED EXPENDITURE DATA ...... 14

Summary

In July 2018, Cheyenne Frontier Days attracted approximately 142,000 attendees, most of whom traveled from outside Laramie County. This summary highlights the characteristics of Event attendees and the economic benefits that they generate for Cheyenne and Laramie County.

Profile of Cheyenne Frontier Days Attendees  The majority of Cheyenne Frontier Days attendees participated in a Frontier Nights/Concert (72%) and/or the Rodeo (74%).  A large portion (68%) attended Cheyenne Frontier Days during a previous year.  Attending Cheyenne Frontier Days was the primary purpose for travel to Laramie County for the vast majority of overnight (79%) and day (97%) visitors.  Just under half (49%) of Cheyenne Frontier Days attendees stayed overnight while traveling.  Among overnight visitors, over half (68%) stayed in a hotel, motel, lodge, or B&B; most of the reminder stayed in private homes with friends and relatives, or in campgrounds.  Cheyenne Frontier Days attendees traveled to or through a number of Wyoming communities and places including: Laramie, Casper, Yellowstone National Park, Jackson Hole, Snowy Range, and Cody.

Economic impacts of visitors who reside outside of Laramie County  Visitors to Cheyenne Frontier Days spent $27.1 million in Laramie County.  These visitors spent approximately $5.3 million food and beverages in restaurants and bars, $5.1 million on overnight accommodations, $7.8 million on entertainment and recreation, including ticket sales, and $8.8 million on retail purchases, including motor fuel and groceries.  Other direct economic impacts include approximately 302 full- and part-time jobs, $5.0 million in earnings (wage and salary disbursements), $633,000 in local tax revenue, and $683,000 in state tax revenue.  Total economic impacts, resulting from direct visitor spending, which include secondary impacts (also known as “multiplier effects”), resulted in approximately $35.0 million of business activity generated for Laramie County.

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1. Introduction and Overview

Cheyenne Frontier Days hosts the world’s largest outdoor rodeo and functions as a primary visitor attraction for the City of Cheyenne, Wyoming. In July 2018, the event attracted approximately 142,000 attendees, placing it among the largest attractions in Laramie County. Frontier Nights and Concerts, the western Art Show and Sale, daily rodeos, Indian dancing, parades, pancake breakfasts, carnivals, and entertainment are very popular and attract a substantial number of visitors from outside the County in addition to an audience of Laramie County residents.

Based on the results of a survey of Cheyenne Frontier Days attendees, conducted during August 2018, this report provides the economic benefits generated for Cheyenne and Laramie County. In addition, this report describes characteristics for all attendees, including Laramie County residents.

Before proceeding it is useful to clarify a couple of terms that appear throughout this discussion:

Attendee refers to all persons who attended Cheyenne Frontier Days.

Visitor refers specifically to those persons who reside outside of Laramie County and attended the event.

Data Collection and Sample

An on-line survey of Cheyenne Frontier Days attendees was conducted in order to gather data on visitor expenditures, location of residence, and other factors for which there are no other reliable data sources.

Attendance

Cheyenne Frontier Days attendance totaled about 142,000 people, as shown in Table 1-1. This estimate is based on ticket sales for the two most popular events – Frontier Nights/concerts and Rodeo -- less the number of persons who attended both (based on Cheyenne Frontier Days survey). The portion attributed to overnight and day travel, as well as average length of stay and party size was also based on Cheyenne Frontier Days survey data.

Table 1-1 Attendees, Visitors, and Travel Party Days, July 2018 Ticket Sales: Rodeo and Concerts 216,955 Gate Admissions 31,045 Total Ticketed Sales 248,000 Less: Sales to persons who attended multiple events (106,000) Total Attendees (number of persons) 142,000

Overnight Travel: Overnight Visitors (49%) 69,506 Average Party Size (includes children) 3.4 Overnight Visitor Parties 20,407 Days in Cheyenne 2.8 Overnight Visitor Party Days 56,633

Day Travel: Day Trip Attendees (51%) 72,494 Less: Laramie County Residents (26% of total Attendees) (36,311) Day Trip Visitors (visitors only) 36,184 Average Party Size (includes children) 3.5 Day Trip Visitor Parties 10,381 Day Trip Visitor Party Days 10,381 Source: Dean Runyan Associates

Economic Impacts

Cheyenne Frontier Days attendees made a wide variety of purchases for food and beverages, lodging, recreation, transportation and retail items. The purchases made by visitors generate additional economic activity within Cheyenne and Laramie County and help support the local businesses.

Economic benefits included in the study consist of expenditures, payroll and associated tax revenue generated by Cheyenne Frontier Days attendees who reside outside of Laramie County. From a county-based economic development perspective, it would be inappropriate to include spending by Laramie County residents because these expenditures would not represent new money coming into the county. These detailed findings are described in the third section of this report.

2. Attendee and Visitor Profile

This section provides survey findings useful for planning, program development, and marketing purposes, and includes data related to:

 Activity and Event Participation  Previous Visitation and Trip Motivation  Overnight vs. Day Travel and Nights in Cheyenne  Travel Party Companions and Accommodation Type  Visits to Attractions, Other Communities, and Places  Trip Planning and Demographics

Activity and Event Participation

Cheyenne Frontier Days attendees participated in a wide variety of activities and events, including two primary ticketed events: Frontier Nights/Concert and the Rodeo. Overall attendance for Cheyenne Frontier Days was estimated based on the survey data collected and ticket sales for these two events.

Figure 2-1 Activity and Event Participation, July 2018

Rodeo Frontier Nights/Concert/Night Show Exhibit Area/Vendors Old Frontier Town Indian Village Carnival/Midway Old West Museum Buckin-A-Saloon Pancake Breakfast USAF Thunderbirds Parade Volunteer…

0% 20% 40% 60% 80% 100% Percent of Attendees Day (50 miles or more, one way) (n=539) Laramie County Residents (n=539) Overnight Trip (n=1024) Source: Dean Runyan Associates

Previous Visitation and Origin

Cheyenne Frontier Days attracted a sizeable proportion of repeat attendees compared to those who attended for the first time, with more than two-thirds (68%) who reported that they had attended the Cheyenne Frontier Days during a previous year. Among those who attended Cheyenne Frontier Days for the first time (32%), over half were also first time visitors to the City of Cheyenne.

Figure 2-2 First Time Attendance, July 2018 n=2,254

Return Visitor Previous First Time 14% Attendance Attendance First-Time Visitor 68% 32% 18%

Source: Dean Runyan Associates

Two out of three event attendees came either from Colorado or Wyoming. Over two-thirds of Wyoming residents came from Laramie County.

Figure 2-3 Origin of Attendees, July 2018 n=2,239

California Outside US 2% Nebraska 2% 3% Other US 22% Texas Laramie County Wyoming 3% 26% 36% Colorado 32% Other WY 10%

Source: Dean Runyan Associates

Trip Characteristics: Overnight vs. Day

Cheyenne Frontier Days attendees were less likely to stay overnight than in previous years, and only half chose to do so.

Figure 2-4 Overnight versus Day Travel, July 2018 n=2,233 Laramie County Residents 26% Day Trip* 25%

Overnight Trip 49%

*Attendees who traveled 50 miles or more, one way. Source: Dean Runyan Associates

Among those who were visitors (not residents of Laramie County), Cheyenne Frontier Days was the primary reason for travel. Overall, a strong majority of overnight (78.7%) and day (97.0%) visitors indicated Cheyenne Frontier Days as the primary reason for travel.

Figure 2-5 Motivation for Travel, July 2018

78.7% Primary reason 97.0% 82.2%

19.0% One of several reasons 2.1% Overnight Trip (n=1086) 6.1% Day (50 miles or more, one way) (n=565) Laramie County Resident (n=493) 2.3% A casual activity 0.9% 11.8%

0% 20% 40% 60% 80% 100%

Source: Dean Runyan Associates

Among those attendees who stayed at least one night away from home, three quarters (76%) spent one or more nights in Cheyenne. The other quarter did not spend any nights Cheyenne, though stayed one or more nights in other locations.

Figure 2-6 Nights in Cheyenne, July 2018

7 or more

5 Cheyenne (n=854) Other Locations (n=272) 4

0% 5% 10% 15% 20% 25% 30% 35%

Source: Dean Runyan Associates

Among event attendees who stayed overnight in Cheyenne, a majority (68%) spent at least one night in a hotel/motel. Many also stayed with friends and relatives (25%) or at private campgrounds (14%).

Figure 2-7 Nights in Cheyenne, July 2018 (n=854)

Hotel/motel 68% Home of friend or relatives 25% Commercial RV Park/Campground 14% Vacation Rental (house or cabin) 7% Public Campground (State Park, USFS,… 4% Rodeo Grounds 1% Your own second home 1% Bed and Breakfast 1% Guest Ranch/Lodge 1%

0% 20% 40% 60% 80%

Note: Detail may total more than 100% due to multiple responses. Source: Dean Runyan Associates

Among Cheyenne Frontier Days attendees who traveled for the day, 58% traveled from a distance of less than 100 miles from their place of residence. Among those attendees who spent one or more nights away from home, more than half (51.4%) traveled from a distance of 300 miles or more from their place of residence.

Figure 2-8 Distance Traveled for Overnight and Day Trips, July 2018

51.4% 300 miles or more 3.0% 7.0% 200 – 299 miles 4.1% 21.5% 100 – 199 miles 34.4% 11.5% 50 – 99 miles 58.4% 8.5% Under 50 miles 0.0%

0% 20% 40% 60% 80% Overnight (n=1123) Day (50 miles or more, one way) (n=462)

Source: Dean Runyan Associates

Most visitors to Cheyenne Frontier Days attended with either a spouse/significant other (33% for day trips, 36% for overnight trips) or with their immediate family (33% for day trips, 30% for overnight trips). Other notable travel companions include adult friends and multiple families.

Figure 2-9 Travel Party Companions, July 2018 3.1% No one, I was by myself 2.7% 36.4% My significant other 32.8% 30.0% My immediate family only 32.8% 21.0% Other adult friend(s) 22.1% 9.1% Multiple families 9.2% 0.4% Rodeo/event support team 0.4% 0% 10% 20% 30% 40%

Overnight (n=1158) Day (50 miles or more, one way) (n=552)

Source: Dean Runyan Associates

Visits to Attractions, Other Communities, and Places

Attendees of Cheyenne Frontier Days also visited other attractions and places in or near Cheyenne, along with other communities and places throughout the state of Wyoming.

Figure 2-10 Visits to Attractions and Places in or near Cheyenne, July 2018 (n=606)

Cheyenne Depot and Depot Museum 56.8% Terry Bison Ranch 18.3% F. E. Warren Air Force Base 18.2% Historic Downtown Walking Tour 12.0% Wyoming State Capitol and State Museum 11.9% Cheyenne Botanic Gardens 11.6% Cheyenne Street Railway Troller 7.6% Historic Governors' Mansion 3.3% Nelson Museum of the West 3.1% Bit-O-Wyo Ranch 2.5% Archaeological Dig Site (Pine Bluffs) 0.3%

0% 10% 20% 30% 40% 50% 60%

Note: Detail may total more than 100% due to multiple responses. Source: Dean Runyan Associates

Figure 2-11 Visits to Other Communities and Places in Wyoming, July 2018 (n=832)

Laramie 52.9% Casper 26.2% Yellowstone National Park 26.2% Snowy Range 20.1% Jackson Hole 17.9% Cody 15.7% Wheatland 12.0% Sheridan 12.0% Devils Tower National Monument 10.8% Rock Springs 10.0% Saratoga 9.9% Gillette 9.9% Fort Laramie 7.3% Rock River 2.6% 0% 10% 20% 30% 40% 50% 60%

Note: Detail may total more than 100% due to multiple responses. Source: Dean Runyan Associates

Trip Planning and Demographics

In terms of trip planning, most visitors (58%) found the Cheyenne Frontier Days website useful.

Figure 2-12 Most Useful Sources of Information, July 2018 (n=1,984)

Cheyenne Frontier Days website 58.1%

Internet search 39.5%

Cheyenne Frontier Days brochure 15.7%

From a friend or relative who lives in Wyoming 9.0%

Magazine/Newsletter 5.8%

Visit Cheyenne (Visitor's Bureau) 5.5%

Wyoming travel-related website 4.6%

From a friend or relative who visited Wyoming 4.5%

Cheyenne travel-related website 2.7%

0% 20% 40% 60% 80%

Note: Detail may total more than 100% due to multiple responses. Source: Dean Runyan Associates

Figure 2-13 Age of Respondent, July 2018 (n=1,900)

75 or older 1.6%

65-74 12.2%

55-64 22.2%

45-54 23.6%

35-44 21.2%

25-34 12.9%

21-24 4.2%

20 or younger 2.2%

0% 5% 10% 15% 20% 25%

Source: Dean Runyan Associates

Figure 2-14 Education Level of Respondent, July 2018 (n=1,918)

Graduate Degree 24.6%

Bachelors Degree 34.0%

Some college or two-year degree 32.1%

Some high school or high school diploma 9.3%

0% 10% 20% 30% 40%

Source: Dean Runyan Associates

Figure 2-15 Income Range of Respondent’s Household, July 2018 (n=1,509)

$100,000 or more 47.3%

$75,000 – $99,999 21.2%

$50,000 – $74,999 17.7%

$25,000 – $49,999 11.1%

Under $25,000 2.7%

0% 10% 20% 30% 40% 50%

Source: Dean Runyan Associates

3. Economic Impacts

Cheyenne Frontier Days generates economic benefits for Cheyenne and Laramie County to the extent that its attractions and events draw visitors who would otherwise not travel to Cheyenne and Laramie County. The focus of this analysis is on the expenditures made by those attendees who reside outside Laramie County and the associated employment, earnings, and tax receipts that they generate.

Expenditures include purchases of food, lodging, transportation, event tickets and retail items made in Cheyenne and Laramie County. Respondents were instructed to report the expenditures made on the trip during which they attended Cheyenne Frontier Days.

Methodology Overview

This analysis draws on data collected from the survey of those who attended Cheyenne Frontier Days and on attendance data derived from ticket sales. In addition, the study makes use of other economic data on Laramie County that are available from statewide travel impact studies conducted for Wyoming Office of Tourism by Dean Runyan Associates. The primary emphasis is on expenditures, payroll and tax receipts that are directly attributable to visitors who attended Cheyenne Frontier Days. These expenditures represent purchases made in Laramie County while on a trip during which visitors attended Cheyenne Frontier Days.

Direct Economic Impacts

CFD generated $27.1 million in direct expenditures made in Cheyenne by event attendees and their travel parties. Table 3-1 shows a breakout of visitor spending by Type of Travel Accommodation and Spending by Commodity. Visitors who stayed overnight in a Hotel, Motel, Lodge, or B&B accounted for $16.7 million of total expenditures (61%). Visitors spending the night campgrounds spent about $3.7 million, while visitors spending the night with friends and relatives (private homes) spent about $3.1 million. These direct expenditures supported approximately 302 both full- and part-time jobs, which generated nearly $5.0 million in earnings (wage and salary disbursements).

State and local tax receipts generated by retail purchases, lodging, food and beverage, and gasoline purchases amounted to over $1.3 million. Local tax receipts consist of lodging, county general purpose and option tax, and state sales taxes returned to the County (30 percent). State sales taxes include gasoline taxes attributable to travel expenditures and the state share of the state sales tax (69 percent). These state and local tax receipts are calculated based on visitor expenditure amounts discussed previously.

Table 3-1 Cheyenne Frontier Days Direct Visitor Impacts, 2018

2018 Visitor Spending by Type of Traveler Accommodation($) Hotel, Motel, B&B 16,659,000 Campground 3,668,000 Private Home 3,078,000 Day Travel 3,712,000 Spending at Destination 27,117,000 Visitor Spending by Commodity Purchased ($) Accommodations 5,121,000 Food & Beverage Services 5,372,000 Food Stores 1,654,000 Ground Tran. & Motor Fuel 3,070,000 Arts, Entertainment, & Recreation (includes ticket sales) 7,791,000 Other Retail 4,109,000 Spending at Destination 27,117,000 Industry Earnings Generated by Travel Spending ($) Leisure & Hospitality 2,173,000 Arts, Entertainment, & Recreation 2,041,000 Retail (includes merchandise, groceries, and gasoline) 752,000 Total Direct Earnings 4,966,000 Industry Employment Generated by Travel Spending (Jobs) Leisure & Hospitality 110 Arts, Entertainment, & Recreation 162 Retail (includes merchandise, groceries, and gasoline) 30 Total Direct Employment 302 Tax Receipts Generated by Travel Spending ($) Local Tax Receipts 633,000 State Tax Receipts 683,000 Total Direct Tax Receipts 1,316,000 Note: State sales taxes are allocated to local government (30 percent) and the state (69 percent). Source: Dean Runyan Associates

Secondary Impacts

Cheyenne Frontier Days will generate additional travel spending, in the form of business to business transactions, within Cheyenne and Laramie County. Portions of these receipts will then be spent locally for labor and supplies. Employees of these businesses will, in turn, spend a portion of their earnings on local goods and services. This re-spending creates secondary (indirect and induced) impacts.

To summarize:

. Direct impacts represent the spending, employment, and earnings attributable to travel expenditures made directly by the participants of Cheyenne Frontier Days. . Secondary (Indirect) impacts represent the employment and earnings associated with industries that supply goods and services to the direct businesses (i.e., those that receive money directly). . Secondary (Induced) impacts represent the employment and earnings that result from purchases for food, housing, transportation, recreation, and other goods and services made by travel industry employees, and the employees of the indirectly affected industries.

Table 3-2 below shows how the economic impacts for Cheyenne Frontier Days are distributed among the primary visitor-related commodities, as well as the magnitude of secondary impacts estimated to occur within Laramie County.

Table 3-2 Cheyenne Frontier Days Total Economic Impacts, 2018 Employment Sales ($) (Jobs) Earnings ($) Direct Impact Accommodations 5,121,000 34 817,000 Food and Beverage Services 5,372,000 68 1,144,000 Food Stores 1,654,000 5 153,000 Ground Tran. & Motor Fuel 3,070,000 5 140,000 Arts, Entertainment & Recreation 7,791,000 162 2,041,000 Other Retail 4,109,000 20 458,000 Total Direct Impacts 27,117,000 294 4,753,000 Secondary Impacts 7,903,000 63 1,385,000 Total Economic Impacts 35,020,000 357 6,138,000 Source: Dean Runyan Associates

APPENDIX A

Detailed Expenditure Data

Table A-1 Average Daily Expenditures ($/party/day) By Accommodation Type and Expenditure Category July 2018

Private Day Trip Lodging outside Hotel/Motel/B&B Campground Home (50 miles or more) Cheyenne Accommodations $190.8 $110.0 $0.0 $0.0 $0.0 Food & Beverage Services $90.1 $85.1 $75.2 $56.4 $78.4 Food Stores $20.9 $40.7 $31.1 $13.4 $24.8 Ground Tran. & Motor Fuel $46.9 $62.1 $30.8 $32.7 $51.6 Arts, Entertainment & Recreation $109.2 $127.1 $134.4 $167.3 $72.6 Other Retail $65.4 $72.2 $42.4 $73.8 $51.0 Total $523.4 $497.2 $313.9 $343.6 $278.5 Source: Dean Runyan Associates