AGENDA ITEM #4. STEAMBOAT SPRINGS CHAMBER RESORT ASSOCIATION 2016 SUMMER VISITOR RESEARCH RESULTS 4.1 OUTLINE OF PRESENTATION Introduction & Tourism Industry Overview Geographic Markets Demographic Characteristics of Visitors Trip Characteristics Trip Activities & Events Expenditures Satisfaction with Experience 4.2 INTRODUCTION & OVERVIEW 4.3 INTRODUCTION & METHODOLOGY • Intercept survey with email/text follow-up • Survey kiosks in 3 locations: • Holiday Inn • Chamber Visitor Center • Yampa Valley Airport • Survey period: June through September • Overall sample size: 1,642 surveys • 1,218 intercepts • 424 kiosk • Historical comparisons made where possible 4.4 TOURISM INDUSTRY OVERVIEW • Western mountain resort communities had a record-setting summer in terms of lodging, making 2016 the 5th consecutive record summer. • Overall occupancy for the summer (May to October) increased 6.6% from 2015 • Overall summer lodging revenues increased 14.2% from summer 2015 Source: Destimetrics. 4.5 TOURISM INDUSTRY OVERVIEW 4.6 TOURISM INDUSTRY OVERVIEW 4.7 TOURISM INDUSTRY OVERVIEW 4.8 GEOGRAPHIC MARKETS 4.9 STATE OF RESIDENCE • A majority of 2016 visitors are in-state visitors (40%), followed by TX (6%), FL (4%), IL, CA, and UT (each 3%). 4.10 COLORADO COUNTY OF RESIDENCE • Dominant counties include Jefferson, Larimer, Denver and Arapahoe 4.11 DEMOGRAPHIC CHARACTERISTICS 4.12 AGE & GENDER • Summer 2016 saw an uptick in the share of visitors age 65 to 74. 4.13 INCOME & HOUSEHOLD STATUS • Increase in Empty-nesters from 2015; visitors are somewhat more affluent this summer. 4.14 TRIP CHARACTERISTICS 4.15 VISITOR TYPE • Overnight visitors account for a majority of respondents (82%). Visitor Type Seasonal resident/ second Overnight visitor homeowner Day visitor 90% 85% 83% 82% 79% 80% Summer 2013 Summer 2014 70% Summer 2015 Summer 2016 60% 50% 40% Per 30% 20% 13% 10% 9% 9% 10% 8% 8% 7% 8% 0% 4.16 ACCOMMODATIONS • On average, visitors stayed 4.2 nights and a majority stayed in paid/rented lodging (67%). 4.17 TRAVEL COMPANIONS & PARTY SIZE • Most visitors traveled with a spouse/partner (63%), followed by children (26%), other family (15%), friends (11%), or alone (9%) • The average travel party size was 3.5 people. 4.18 TRANSPORTATION METHOD • Flying was at historical average; Denver remains the top airport 4.19 AIR ENPLANEMENTS - SUMMER • Opportunity to increase flights to YVRA in both summer and winter 4.20 AIR ENPLANEMENTS - WINTER 4.21 TRIP ACTIVITIES & EVENTS 4.22 PURPOSE OF VISIT • Nearly half visit to experience Steamboat in general, followed by a special event/festival (17%). 4.23 ACTIVITIES PARTICIPATED IN (1 OF 2) • Dining, shopping, sightseeing, and hiking are top activities 4.24 ACTIVITIES PARTICIPATED IN (2 OF 2) • Few visitors do not engage in any activities 4.25 ATTRACTIONS VISITED • Top attractions include Fish Creek Falls, Gondola, Core Trail, and Strawberry Hot Springs. 4.26 SPECIAL EVENTS • More than half of respondents attended an event. 4.27 ROLE OF SPECIAL EVENT IN TRIP DECISION • About a third (32%) visited Steamboat specifically for a special event. 4.28 EXPENDITURES 4.29 EXPENDITURES BY TYPE • Average per party spending increased (up $130) 4.30 SATISFACTION WITH EXPERIENCE 4.31 SATISFACTION WITH EXPERIENCE • Satisfaction ratings increased between 0.2 - 0.4 from 2015. 4.32 NET PROMOTER SCORE • NPS up significantly from 2015, 2014 and 2013. 4.33 NET PROMOTER SCORE • Steamboat Springs has highest NPS of comparative summer mountain destinations 4.34 CONCLUSIONS • Evolving demographics • Slightly older age profile • Increase in share of empty-nesters • Higher household income levels reported • Slightly higher spending levels versus 2015 • Average nights stayed gradually increasing • Satisfaction scores have increased strongly • Highest NPS score over a 4 year period • General level of stability in activities, events, attractions, strengths, and weaknesses • Visitors participate in a variety of activities, attractions, and events 4.35 • Summer is growing, both in Steamboat and state-wide THANK YOU! DAVE BELIN, RRC ASSOCIATES 4.36 [email protected].