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Denver 2018 Travel Year Prepared For: : Travel Clients Background & Purpose

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Denver 2018 Travel Year Prepared For: : Travel Clients Background & Purpose Denver 2018 Travel Year Prepared For: : Travel Clients Background & Purpose Longwoods engaged to conduct visitor research for 2018 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 2,852 Denver visitors completed the survey o 1,557 completed detailed follow-up . 898 overnight . 668 day Total Visitors to Denver 2018 – Day & Overnight 35 Denver Day Trips Overnight trips 31.5 31.7 31.4 30 28.4 25.6 25 22.8 21 21.9 17.3 17.4 17.3 20 20 18.3 18.9 19 16.4 15.4 15 13.6 14 12.7 13.2 12.2 12.2 12.1 MILLIONS OF TRIPS 10 14.2 14.3 12 14.1 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 `17 18 Total Travel Spending in Denver – Day & Overnight Total Spending = $6.5 Billion Overnight Visitors (86%) $5.6 Billion Day Visitors (14%) $919 Million Overnight Leisure Trips to Denver 15 10 14.7 15.0 14.9 13.0 13.8 11.0 11.3 11.7 5 10.1 10.9 MILLIONS OF TRIPS 9.1 9.6 9.7 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 Structure of Denver’s Overnight Leisure Travel Market 16 14.9 Marketable Trips Visits to Friends/Relatives 14.7 15.0 14 13.8 13.0 12 11.3 11.7 10.9 11.0 10.1 8.3 8 7.8 10 9.7 9.1 9.6 7 7.7 8.0 8.1 7.8 7.9 7.9 6.2 8 7.1 6.5 6.3 6.9 5.8 6.5 6.1 6.4 6.4 5.6 5.6 6 5.7 5.9 5.5 5.3 5.2 4.8 4 5.1 4.9 4.9 4.7 MILLIONS OF TRIPS 3.1 3.9 3.3 4 4 3.2 2.4 3.2 2.6 7 7.1 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 `17 `18 Leisure Tourism Growth – Since 2006 Source: Longwoods International 2018 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 1 AVG. NUMBER OF NIGHTS 0 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 Denver 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 MILLIONS OF TRIPS 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 Total Travel Spending in Denver – Overnight Trips 6.0 5.6 5.6 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 `17 `18 Travel Spending by Sector – Overnight Visitors Total Spending = $5.6 Billion Eating/Drinking Accommodation (19%) (31%) $1,086 Million $1,742 Million Transportation Recreation (28%) (10%) $1,562 Million $535 Million Retail (12%) $660 Million Contributions to Expenditures/Visitor Volumes Base: Overnight Visitors Visit to Friends/Relatives 38 45 Marketable Leisure 45 41 Business 17 14 0 20 40 60 Percent Expenditures Visitors Average Daily Expenditures – Per Overnight Visitor $180 $171 $166 $160 $149 $154 $145 $146 $142 $138 $136 $140 $117 $120 $100 $82 $80 $70 $71 $69 $70 $60 $40 $20 $0 Business Marketable VFR 2014 2015 2016 2017 2018 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 81 83 76 71 71 70 70 74 74 PERCENT 20 0 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 Top Sources of Overnight Leisure Trips California Texas Florida Illinois Feeder States Feeder Arizona New York Top Sources of Overnight Leisure Trips Los Angeles New York Chicago* Houston* Dallas-Ft. Worth* Kansas City* Feeder Cities Feeder Phoenix* * = Advertising markets Attractions Visited in Denver Denver Zoo Red Rocks Park & Denver Art Museum Amphitheatre Colorado Rockies Coors Brewery Denver Botanic Gardens Colorado State Denver Museum of Nature & Capitol Science/IMAX Paid Admissions Paid Colorado Railroad Museum Admissions 3 Free Top Buffalo Bill Museum & Grave Children’s Museum of Denver Denver Broncos Downtown Aquarium Top Shopping/Entertainment Areas Visited in Denver Base: Leisure Visitors 16th Street Mall Cherry Creek LoDo “Lower Downtown” Historic District Denver Union Station Denver Pavilions Larimer Square Park Meadows Retail Resort Shopping Outlets at Castle Rock FlatIron Crossing Mall Belmar Shops at Northfield/Stapleton Denver’s Product – “Would Really Enjoy Visiting Again” 100% 82% 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 0% `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17 `18 Another Banner Year! Tourism is important to Denver’s economy! Continuing record levels…Visitor volume and spending Long history of success...Leisure visits up 64% 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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