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Overnight Trips Denver 2016 Travel Year Prepared For: : Travel Clients Background & Purpose Longwoods engaged to conduct visitor research for 2016 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 3,057 Denver visitors completed the survey o 1,838 completed detailed follow-up . 1,089 overnight . 749 day Structure of the U.S. Travel Market 2016 Overnight Trips Marketable Leisure Trips 47% Visits to Friends/ Relatives 44% Business Trips 9% U.S. Market Trends for Overnight Trips 2016 vs. 2015 Base: Adult Overnight Trips ALL OVERNIGHT TRIPS 1 LEISURE TRIPS 1 Visiting Friends/Relatives -1 Marketable Trips 4 BUSINESS TRIPS -1 -5 0 5 10 Percent Change Total Visitors to Denver 2016 11% 35 Denver Day Trips Overnight trips 31.5 30 28.4 25.6 25 21.9 22.8 20 21 17.3 19 20 18.3 18.9 16.4 15.4 15 13.6 14 12.7 13.2 12.2 12.2 12.1 10 MILLIONS OF TRIPS MILLIONS 14.2 12 5 8.3 8.8 10.2 6.1 6.7 6.9 7.3 7.8 0 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Overnight Trips to Denver 20 6% 15 10 17.3 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 Overnight Leisure Trips to Denver 7% 15 10 14.7 13.0 13.8 11.3 11.7 5 10.1 10.9 11.0 MILLIONS OF TRIPS MILLIONS 9.1 9.6 9.7 8.0 8.1 7.8 7.9 7.9 6.1 6.4 7.0 6.4 6.9 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 Structure of Denver’s Overnight Leisure Travel Market 16 Marketable Trips Visits to Friends/Relatives 14.7 13.8 14 13.0 Denver’s Tourism Pays 11.7 12 1-A Passes 10.9 11.0 11.3 9.7 10.1 8.3 10 9.6 9.1 7 7.7 8.1 7.9 7.9 8.0 7.8 6.3 6.2 8 7.1 6.9 6.5 6.5 6.1 6.4 6.4 5.6 5.6 5.8 5.7 5.9 5.5 6 5.3 5.2 4.8 4 5.1 4.9 4.9 4.7 MILLIONS OF TRIPS MILLIONS 3.1 3.9 3.3 4 4 3.2 2.4 2.6 3.2 6 6.1 6.4 5 5.5 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 Overnight Business Trips to Denver 4.0 3.0 Flat 2.0 2.7 2.4 2.4 2.5 2.5 2.6 2.6 2.5 2.4 2.6 2.6 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 Total Travel Spending in Denver- Overnight Trips 5% 6.0 5.3 5.0 5.0 4.6 4.0 4.0 3.6 3.3 2.9 3.1 3.0 3.0 2.7 2.8 2.3 2.3 2.0 2.1 2.2 2.1 2.2 2.2 2.2 $ BILLIONS $ 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 Total Expenditures in Denver- Overnight Trips 7% Total Spending Up 5% $4 $3 4.2 $2 3.9 3.6 3.2 2.5 2.8 Flat 2.2 2.2 2.3 $1 1.9 2.0 BILLIONS OF DOLLARS BILLIONS 1.6 1.5 0.9 1.0 1.1 1.1 0.6 0.8 0.8 0.9 0.7 0.7 0.8 0.8 0.8 $0 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 Leisure Business Travel Spending by Sector – Overnight Visitors Total Spending = $5.3 Billion Eating/Drinking Accommodation (20%) (30%) $1,053 Million $1,579 Million Recreation Transportation (9%) (29%) $1,524 Million $476 Million Retail (12%) $660 Million Contributions to Expenditures/Visitor Volumes Base: Overnight Visitors 38 Visit to Friends/Relatives 48 41 Marketable Leisure 37 21 Business 15 0 20 40 60 Percent Expenditures Visitors Average Daily Expenditures – Per Visitor $160 $149 $145 $142 $138 $136 $140 $126 $117 $120 $113 $100 $80 $68 $70 $71 $69 $60 $40 $20 $0 Business Marketable VFR 2013 2014 2015 2016 Day Trips to Denver 15 18% 14.2 12.0 10 10.2 8.8 8.3 7.8 7.0 7.3 5 MILLIONS OF TRIPS MILLIONS 0 `09 `10 `11 `12 `13 `14 `15 `16 Denver’s Source of Business States Contributing more than 5% States contributing 2%-5% DMAs contributing more than 2% Base: Overnight Leisure Trips Out-of-State Leisure Visitors 100 80 60 40 82 80 76 71 71 70 70 74 74 PERCENT 20 0 `08 `09 `10 `11 `12 `13 `14 `15 `16 Top Sources of Overnight Leisure Trips California Los Angeles Florida New York Texas Chicago Illinois Miami New York San Francisco Kansas Dallas Arizona Cities Feeder Feeder States Feeder Phoenix Ohio Kansas City Oregon Washington DC Virginia Houston Length of Stay - Leisure 5.0 Base: Overnight Leisure Trips 4.0 3.7 3.7 3.6 3.6 3.5 3.4 3.5 3.3 3.2 3.2 3.3 3.3 3.2 3.3 3.3 3.3 3.3 3.0 3.0 2.0 1.0 AVG. NUMBER OF NIGHTS NUMBER AVG. 0.0 `08 `09 `10 `11 `12 `13 `14 `15 `16 `08 `09 `10 `11 `12 `13 `14 `15 `16 Denver U.S. Norm Attractions Visited in Denver Denver Zoo Coors Brewery Red Rocks Park & Amphitheatre Red Rocks Park & Denver Art Museum Amphitheatre Denver Botanic Gardens Colorado State Buffalo Bill Museum & Grave Capitol Colorado Rockies Paid Admissions Paid Denver Museum of Nature & Admissions 3 Free Top Science/IMAX Downtown Aquarium Colorado Railroad Museum Denver Broncos Top Shopping/Entertainment Areas Visited in Denver Base: Leisure Visitors 16th Street Mall Cherry Creek LoDo “Lower Downtown” Historic District Denver Pavilions Larimer Square Outlets at Castle Rock Denver Union Station Shopping Park Meadows Retail Resort FlatIron Crossing Mall Belmar Denver’s Product – “Would Really Enjoy Visiting Again” 100% 82% 80% 78% 78% 80% 75% 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 Another Banner Year! Tourism is important to Denver’s economy! Continuing to break records Exceeding, not just matching national trends...Leisure visits up 62% vs. 22% nationally since 2006 How? Successful marketing and product delivers on the promise KEEP UP THE GOOD WORK! THANK YOU!.
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