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!