Colorado Springs, CO 05 Visitor Report
Table of Contents Introduction.. 3 Research Objectives.... 4 Methodology... 5 Key Findings 6 Size & Structure of the U.S. Travel Market.... Size & Structure of Colorado Springs' Domestic Travel Market.. 6 Overnight Trip Detail.. 6 Overnight Expenditures... 7 Overnight Trip Characteristics 34 Demographic Profile of Overnight Visitors... 63 Day Trip Detail.. 74 Day Trip Expenditures... 75 Day Trip Characteristics 8 Demographic Profile of Day Visitors... 97 Size & Structure of Colorado Springs/Pikes Peak Region Domestic Travel Market 08 Appendix: Key Terms Defined.. 5
Introduction Longwoods International began tracking American travelers in 985, and has conducted large-scale syndicated visitor research quarterly since 990. In 007, our proprietary Longwoods Travel USA program was migrated from mail to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement. It is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest. This report provides an overview for Colorado Springs domestic tourism business in 05. 3
Research Objectives The visitor research program is designed to provide: Estimates of domestic overnight and day visitor volumes to Colorado Springs A profile of Colorado Springs' performance within its overnight travel market Domestic visitor expenditures in Colorado Springs Profiles of Colorado Springs' day travel market Relevant trends in each of these areas 4
Methodology Each quarter, a random, projectable sample of adult members (8 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA survey: Selected to be representative of the U.S. adult population For the 05 travel year, this yielded : 337,64 trips for analysis nationally: 37,555 overnight trips 99,609 day trips For Colorado Springs, the following sample was achieved in 05:,4 trips: 987 overnight trips 444 day trips For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 5
Key Findings
Key Findings In 05, Colorado Springs welcomed 5. million visitors, increasing 3% from 04. Of these trips, 48% were overnight trips. The rest were day trips. The increase in visitation was reflected in both overnight trips (up 7%) and day trips (up 8%). Overnight travel to Colorado Springs has risen 5% since 0, compared to a national growth rate of %. The Colorado Springs trends are consistent with state trends which show similar strong upticks in travel over the period. The overnight trips to Colorado Springs generated $.09 billion in spending, up 3% from 04. Visiting friends and relatives (at 45%) was the most frequent purpose for an overnight trip to Colorado Springs. Marketable trips (those influenced by marketing efforts) were 43% of the total overnight trips. Visiting on a touring trip was the most prevalent marketable trip purpose. For overnight trips, the top state markets for Colorado Springs visitors were Colorado, California and Texas. Among DMAs, the top three visitor sources were Denver, Los Angeles and New York City. 7
Key Findings About 7 in 0 (7%) Colorado Springs overnight visitors, were very satisfied with their overall trip experience. Relative to the national average, visitors were slightly more satisfied with the sightseeing/attractions aspect of their trip to Colorado Springs, but slightly less satisfied on other elements. Among overnight travelers, over half (54%) indicated they had visited Colorado Springs at least once before, and the vast majority of these people had done so in the past year. With Colorado Springs situated relatively distant from most large population centers, the typical trip involves a fairly long planning cycle. Over 6 in 0 (63%) of overnight trips were planned months or more before the trip, which is considerably higher than the norm (5%). 8
Key Findings Advice from relatives or friends, online travel agencies, airline/commercial carriers, and hotels/resorts were the most common information sources visitors used to plan their Colorado Springs overnight trip. Online travel agencies, airline/commercial carriers, and hotels/resorts were also the most common sources used for booking their travel. Almost three-quarters (7%) of overnight visitors used a smart phone for travel/activity planning purposes during their trip. The average number of nights spent in Colorado Springs on an overnight trip in 05 was 3. nights, about the same as in most recent years. The average travel party size was 3.0 persons. Almost 6 in 0 (56%) of overnight Colorado Springs travelers arrived by personal car or truck, while most of the remainder (37%) flew in* and used a rental car (3%) *Not necessarily to Colorado Springs Airport 9
Key Findings (Cont d) The top five activities and experiences on an overnight trip to Colorado Springs were shopping, visiting a national or state park, visiting a landmark/historic Site, hiking/backpacking, and fine dining. Although the proportion of travelers using social media for planning specific trips is still in the minority (3% for Colorado Springs overnight trips), the vast majority of Colorado Springs travelers (84%) use social media to discuss and explore travel in general. The most common social media activities that travelers say they undertook in the past three months include posting travel photos/videos online, reading travel reviews, looking at travel photos/videos online, and looking for information about travel deals, news, events, or promotions. 0
Key Findings (Cont d) The broader tourism region that comprises both Colorado Springs and the Pikes Peak Attractions counties attracted 0.5 million visitors in 05, including 8.8 million overnight and.7 million day visitors. There is some overlap in visitors between the two entities, with about 4 million visitors taking in both destinations on their trips about 0% of overnight and day visitors. However, Colorado Springs remains the primary destination, with about 6% of overnight regional visitors and 63% of day visitors indicating they visited Colorado Springs only on their trip, versus 6% and 9% indicating they visited only Pikes Peak region.
Size & Structure of the U.S. Travel Market
Total Size of the U.S. Travel Market 0-05 Base: Total Overnight Person-Trips,000.4%,500 Millions of Trips,000 500,43,45,480,53,568 0 0 0 03 04 05 3
Structure of the U.S. Travel Market 05 Overnight Trips Base: Total Overnight Person-Trips Visiting Friends/ Relatives 44% Business- Leisure 3% Business 0% Marketable Leisure 43% 4
U.S. Market Trends for Overnight Trips 05 vs. 04 Base: Total Overnight Person-Trips All Overnight Trips Visiting Friends/Relatives 3 Marketable Trips Business-Leisure Trips 4 Business Trips -0-5 0 5 0 Percent Change 5
Size & Structure of Colorado Springs Domestic Travel Market
Total Size of Colorado Springs Domestic Travel Market in 05 Total Person-Trips = 5. Million +3% vs. 04 Day Trips 5% 7.8 Million Overnight Trips 48% 7.4 Million 7
Size of the Colorado Springs Overnight Travel Market 0-05 Base: Total Overnight Person-Trips to Colorado Springs 7% 8 6 Millions of Trips 4 5.6 5.9 6.5 6.9 7.4 0 0 0 03 04 05 8
Colorado Springs Share of Domestic Overnight Trips Base: Total Overnight Person-Trips.0% Percent 0.5% 0.39% 0.40% 0.4% 0.43% 0.45% 0.0% 0 0 03 04 05 9
Size of Colorado Springs Overnight Travel Market Adults vs. Children Total Overnight Person-Trips = 7.4 Million Adults 75% 5.5 Million Children 5%.9 Million 0
Colorado Springs Overnight Travel Market by Main Trip Purpose Total Overnight Person-Trips = 7.4 Million VFR 45% 3.4 Million +7% vs. 04 Business- Leisure 3% 0. Million Business 8% 0.6 Million Marketable 44% 3. Million
Size of the Colorado Springs Day Travel Market 0-05 Base: Total Day Person-Trips to Colorado Springs 8% 8 Millions of Trips 6 4 5.0 5.5 5.6 6.6 7.8 0 0 0 03 04 05
Colorado Springs Share of Domestic Day Trips Base: Total Day Person-Trips.0% Percent 0.5% 0.5% 0.7% 0.8% 0.3% 0.35% 0.0% 0 0 03 04 05 3
Size of Colorado Springs Day Travel Market Adults vs. Children Total Day Person-Trips = 7.8 Million +8% vs. 04 Adults 80% 5.9 Million Children 0%.9 Million 4
Colorado Springs Day Travel Market by Trip Purpose VFR 35%.7 Million Total Day Person-Trips = 7.8 Million +8% vs. 04 Business- Leisure % 0. Million Business 6% 0.5 Million Marketable 57% 4.5 Million 5
Overnight Trip Detail
Overnight Trip Expenditures
Total Domestic Spending in Colorado Springs on Overnight Trips 0-05 Base: Total Overnight Person-Trips to Colorado Springs $,00 3% $,000 Millions of Dollars ($) $800 $600 $400 $00 $84 $93 $905 $986 $,09 $0 0 0 03 04 05 8
Total Domestic Spending in Colorado Springs on Overnight Trips by Sector Total Spending = $.09 Billion Lodging 35% $353 Million Recreation/ Entertainment % $4 Million +3% vs. 04 Retail 5% $55 Million Transportation 3% $3 Million Restaurant Food & Beverage 5% $55 Million 9
Average Per Person Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Colorado Springs 60 40 Dollars 0 $48 $35 $ $8 $7 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 30
Average Per Person Expenditures on Domestic Overnight Trips by Trip Purpose Base: Total Overnight Person-Trips to Colorado Springs 300 00 Dollars 00 $33 $00 0 Leisure Business 3
Average Per Party Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Colorado Springs 00 50 Dollars 00 50 $4 $03 $63 $53 $50 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 3
Average Per Party Expenditures on Domestic Overnight Trips by Trip Purpose Base: Total Overnight Person-Trips to Colorado Springs 600 400 Dollars 00 $395 $479 0 Leisure Business 33
Overnight Trip Characteristics
Main Purpose of Trip Base: Adult Overnight Trips to Colorado Springs Marketable Trips 43% Visiting friends/relatives Touring Outdoors Special event City trip Resort Skiing/snowboarding Casino Theme park Cruise 6 6 9 5 45 Conference/convention Other business trip 4 6 Business-leisure 0 0 40 60 Percent 35
Main Purpose of Leisure Trip Colorado Springs vs. US Norm Base: Adult Overnight Leisure Person-Trips Visiting friends/relatives Touring Outdoors Special event City trip Resort Skiing/snowboarding Casino Theme park Cruise 5 50 8 0 0 6 6 9 6 6 6 5 3 4 0 0 40 60 Percent Colorado Springs US Norm 36
Main Purpose of Business Trip Colorado Springs vs. US Norm Base: Adult Overnight Business Person-Trips Conference/convention 36 39 Other business trip 6 64 0 0 40 60 80 Percent Colorado Springs US Norm 37
Sources of Business Base: Adult Overnight Person-Trips to Colorado Springs States contributing 5% or more States contributing 3% - 5% DMA s contributing more than % 38
State Origin Of Trip Base: Adult Overnight Person-Trips to Colorado Springs Colorado 0 California Texas 9 New York Illinois Florida Kansas 4 4 4 4 Arizona 3 0 0 0 30 Percent 39
DMA Origin Of Trip Base: Adult Overnight Person-Trips to Colorado Springs Denver, CO Colorado Springs-Pueblo, CO Los Angeles, CA New York, NY/NJ/PA/CT Phoenix, AZ Chicago, IL Dallas-Ft. Worth, TX Houston, TX Wichita-Hutchinson Plus, KS San Francisco-Oakland-San Jose, CA Kansas City, KS Albuquerque-Santa Fe, NM 5 5 8 3 0 5 0 5 Percent 40
Season of Trip Base: Adult Overnight Person-Trips January-March 0 4 April-June 5 6 July-September 6 3 October-December 5 0 0 40 Percent Colorado Springs US Norm 4
Length of Planning Trip Base: Adult Overnight Person-Trips More than year in advance 3 5 6 to months 3 6 3 to 5 months months 7 7 0 month or less 30 35 Did not plan anything in advance 7 4 0 0 40 Percent Colorado Springs US Norm 4
Method of Planning Trip Base: Adult Overnight Person-Trips Advice from relatives or friends Online travel agencies (Expedia, Orbitz, etc.) An airline/commercial carrier A hotel or resort Destination websites (for cities, states, regions) Travel company websites (airlines, hotels, etc.) Social Media (e.g., Facebook, Twitter, etc.) An auto club/aaa Travel guide books/other books 5 6 9 9 9 3 8 5 5 9 8 6 7 5 3 0 0 0 30 Percent Colorado Springs US Norm 43
Method of Planning Trip (Cont d) Base: Adult Overnight Person-Trips A travel agent/tour company/specialty travel Magazine articles/advertising in magazines Lodging sharing websites (Airbnb, etc.) A visitors` bureau/government tourism office Television program/advertising on TV A -800/-888 number Newspaper articles/advertising in newspapers Radio show/advertising on radio Travel/ski show or exhibition 3 3 3 4 3 8 6 6 6 6 5 5 8 0 0 0 30 Percent Colorado Springs US Norm 44
Method of Booking Trip Base: Adult Overnight Person-Trips Online travel agencies (Expedia, Orbitz, etc.) A hotel or resort An airline/commercial carrier Travel company websites (airlines, hotels, etc.) Advice from relatives or friends Destination websites (for cities, states, regions) A travel agent/tour company/specialty travel An auto club/aaa A -800/-888 number 4 4 4 8 7 8 8 6 7 5 9 3 5 8 8 0 3 0 0 0 30 Percent Colorado Springs US Norm 45
Method of Booking Trip (Cont d) Base: Adult Overnight Person-Trips Travel guide books/other books Magazine articles/advertising in magazines A visitors` bureau/government tourism office Lodging sharing websites (Airbnb, etc.) Television program/advertising on TV Newspaper articles/advertising in newspapers Radio show/advertising on radio Travel/ski show or exhibition 4 4 3 3 3 5 0 0 0 30 Percent Colorado Springs US Norm 46
Devices Used for Trip Planning Base: Adult Overnight Person-Trips Laptop computer 45 5 Home (desktop) computer 4 49 Smart phone 7 3 Tablet computer 6 0 0 40 60 80 Percent Colorado Springs US Norm 47
Devices Used During Trip Base: Adult Overnight Person-Trips Smart phone 65 7 Laptop computer 33 39 Tablet computer 3 38 0 0 40 60 80 Percent Colorado Springs US Norm 48
Total Nights Away on Trip Base: Adult Overnight Person-Trips Average Colorado Springs = 5.0 nights Average US Norm = 4.0 nights night nights 3-4 nights 5-6 nights 7-3 nights 4 + nights 4 6 7 9 6 5 6 0 0 40 Percent Colorado Springs US Norm 49
Number of Nights Spent in Colorado Springs Base: Adult Overnight Person-Trips with + Nights Spent in the Colorado Springs Average Nights Spent in Colorado Springs = 3. nights night 36 nights 4 3-4 nights 0 5-6 nights 0 7+ nights 9 0 0 0 30 40 Percent 50
Number of Nights Spent in Colorado Springs Base: Adult Overnight Person-Trips to Colorado Springs 05 3. 04.8 03 3.0 0.9 0 3.0 0 3 4 Average No. of Nights 5
Size of Travel Party Base: Adult Overnight Person-Trips Colorado Springs.3 0.7 Total = 3.0 US Norm.3 0.6 Total =.9 0 3 4 Average No. of People Adults Children 5
Transportation Base: Adult Overnight Person-Trips Own car/truck Plane Rental car Traditional Taxi Cab Online Taxi Service (Uber, Lyft, etc.) Bus Train Camper, R.V Bicycle Motorcycle Ship/Boat 56 65 37 6 3 9 8 9 6 5 5 6 5 5 4 3 0 0 40 60 80 Percent Colorado Springs US Norm 53
Accommodations Base: Adult Overnight Person-Trips Hotel/Motel Home/Cottage of friends/relatives (not paid for) Bed & breakfast Campground/trailer park/rv park Country inn/lodge Rented cottage/cabin Rented home/condo/apartment Time share Your own condo/apartment/cabin/second home Boat/cruise ship 8 5 7 4 6 5 3 4 4 3 3 4 8 8 54 59 0 0 40 60 80 Percent Colorado Springs US Norm 54
Activities and Experiences Base: Adult Overnight Person-Trips Shopping National/state park Landmark/historic site Hiking/backpacking Fine dining Museum Mountain climbing Brewery Bar/disco/nightclub Zoo Swimming Camping 5 5 5 7 0 3 3 3 0 4 6 6 3 0 0 0 30 40 50 Percent Colorado Springs US Norm 5 8 3 35 43 55
Activities and Experiences (Cont d) Base: Adult Overnight Person-Trips Theater Fishing Casino Art gallery Business Meeting Theme park Skiing/snowboarding Biking Fair/exhibition/festival Spa Rafting 5 7 8 8 5 7 5 7 8 7 7 3 6 5 6 5 6 0 0 0 0 0 30 40 50 Percent Colorado Springs US Norm 56
Activities and Experiences (Cont d) Base: Adult Overnight Person-Trips Hunting Symphony Birding Participant in amateur/youth sports Dude ranch Tennis Rodeo Glamping Trade Show Motorcycle Touring Opera 3 3 3 0 0 0 30 40 50 Percent Colorado Springs US Norm 57
Activities of Special Interest Base: Adult Overnight Person-Trips Historic places, sites and landmarks Family reunion Cultural activities & attractions Exceptional culinary experience Brewery tours and beer tasting Eco-Tourism Winery tours & wine tasting Traveling with grandchildren Wedding Medical tourism Religious travel 3 3 5 4 5 5 5 4 4 39 6 6 7 4 0 7 7 0 0 0 30 40 Colorado Springs Percent US Norm 58
Trip Satisfaction - % Very Satisfied Base: Adult Overnight Person-Trips Overall trip experience Quality of food Quality of accommodations Friendliness of people Sightseeing and attractions Music/nightlife/entertainment Value for money 39 43 47 5 59 64 56 66 60 66 6 57 7 75 0 0 40 60 80 00 Percent Very Satisfied Colorado Springs U.S. Norm 59
Past Visitation to Colorado Springs Base: Adult Overnight Person-Trips to Colorado Springs Ever 54 Past Year 49 0 0 40 60 80 00 Percent 60
Use of Social Media for Travel Base: Adult Overnight Person-Trips Used any social media for travel 78 84 Used Smartphone while traveling Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed deals/news/events/promotions Read a travel blog Connected with others interested in travel 38 34 3 8 5 4 7 3 6 3 56 5 0 0 40 60 80 00 Percent Colorado Springs US Norm 6
Use of Social Media for Travel (Cont d) Base: Adult Overnight Person-Trips Used any social media for travel 78 84 Got travel advice Contributed travel reviews Gave travel advice Followed a destination/attraction Tweeted about a trip Blogged about a trip Subscribed to a travel e-newsletter 4 3 9 9 9 9 5 8 5 0 0 40 60 80 00 Percent Colorado Springs US Norm 6
Demographic Profile of Overnight Visitors
Gender Base: Adult Overnight Person-Trips Male 49 5 Female 49 5 0 0 40 60 Percent Colorado Springs U.S. Norm 64
Age Base: Adult Overnight Person-Trips Average Colorado Springs = 43.7 Average U.S. Norm = 45.6 8-4 3 4 5-44 39 4 45-64 9 30 65+ 4 9 0 0 0 30 40 50 Percent Colorado Springs U.S. Norm 65
Marital Status Base: Adult Overnight Person-Trips Married/With partner 6 6 Single, never married 4 4 Separated/Divorced/Widowed 5 4 0 0 40 60 80 Percent Colorado Springs U.S. Norm 66
Household Size Base: Adult Overnight Person-Trips member 0 3 members 7 36 3 members 8 0 4 members 5 8 5+ members 0 0 0 30 40 50 Percent Colorado Springs U.S. Norm 67
Children in Household Base: Adult Overnight Person Trips No children under 8 49 56 Any child between 3-7 yrs 0 3 Any child 6- yrs 6 Any child under 6 yrs 8 0 0 0 40 60 Percent Colorado Springs U.S. Norm 68
Education Base: Adult Overnight Person-Trips Post-graduate 4 College graduate 37 40 Some college 3 6 High school or less 4 Other 0 0 0 30 40 50 Percent Colorado Springs U.S. Norm 69
Employment Base: Adult Overnight Person-Trips Full time/ self-employed 5 55 Part time 9 0 Not employed/retired/ other 36 39 0 0 40 60 Percent Colorado Springs U.S. Norm 70
Household Income Base: Adult Overnight Person-Trips $50K+ 4 6 $00-$49.9K $75-$99.9K 4 5 6 9 $50-$74.9K <$49.9K 40 43 0 0 0 30 40 50 Percent Colorado Springs U.S. Norm 7
Race Base: Adult Overnight Person-Trips White 83 85 African American 5 8 Other 0 0 0 0 40 60 80 00 Percent Colorado Springs U.S. Norm 7
Hispanic Background Base: Adult Overnight Person-Trips No 86 9 Yes 9 4 0 0 40 60 80 00 Percent Colorado Springs U.S. Norm 73
Day Trip Detail
Day Trip Expenditures
Total Domestic Spending in Colorado Springs on Day Trips 0-05 Base: Total Day Person-Trips to Colorado Springs 3% 600 Millions of Dollars ($) 400 00 $8 $53 $55 $343 $45 0 0 0 03 04 05 76
77 Total Domestic Spending in Colorado Springs on Day Trips by Sector Total Spending = $45 Million +3% vs. 04 Transportation 9% $87Million Restaurant Food & Beverages 34% $5 Million Recreation 8% $8 Million Retail 9% $3 Million
Average Per Person Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Colorado Springs $30 $0 Dollars $0 $9 $7 $ $0 $0 Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 78
Average Per Person Expenditures on Day Trips by Trip Purpose Base: Total Day Person-Trips to Colorado Springs $00 Dollars $50 $59 $40 $0 Leisure Business* * Caution: extremely small base 79
Average Per Party Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Colorado Springs $60 $40 Dollars $0 $5 $45 $9 $8 $0 Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 80
Average Per Party Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips to Colorado Springs $00 $50 Dollars $00 $63 $50 $86 $0 Leisure Business* * Caution: extremely small base 8
Day Trip Characteristics
Main Purpose of Trip Base: Adult Day Trips to Colorado Springs Marketable Trips 55% Visiting friends/relatives Touring Outdoors Shopping City trip Special event Skiing/snowboarding Casino Resort 9 9 7 6 35 Conference/convention Other business trip 6 Business-leisure 0 0 40 60 Percent 83
Main Purpose of Leisure Trip Colorado Springs vs. US Norm Base: Adult Day Leisure Trips Visiting friends/relatives Touring Outdoors Shopping City trip Special event Skiing/snowboarding Casino Golf trip Resort 0 38 4 3 3 0 7 0 9 8 8 6 9 4 0 0 40 60 Percent Colorado Springs US Norm 84
Sources of Business Base: Adult Day Person-Trips to Colorado Springs States contributing 5% or more States contributing 3% - 5% DMA s contributing more than % 85
State Origin Of Trip Base: Adult Day Person-Trips to Colorado Springs Colorado 68 California 5 Texas 3 0 0 40 60 80 Percent 86
DMA Origin Of Trip Base: Adult Day Person-Trips to Colorado Springs Denver, CO 43 Colorado Springs-Pueblo, CO 5 New York, NY/NJ/PA/CT Los Angeles, CA Phoenix, AZ 0 0 0 30 40 50 Percent 87
Season of Trip Base: Adult Day Person-Trips January-March 4 5 April-June 4 5 July-September 5 4 October-December 6 7 0 0 0 30 40 Percent Colorado Springs US Norm 88
Size of Travel Party Base: Adult Day Person-Trips Colorado Springs.0 0.7 Total =.7 US Norm. 0.7 Total =.8 0 3 4 Average No. of People Adults Children 89
Activities and Experiences Base: Adult Day Person-Trips Shopping Hiking/backpacking National/state park Landmark/historic site Zoo Fine dining Museum Brewery Mountain climbing Fishing Casino Bar/disco/nightclub 3 9 6 8 7 6 9 5 0 0 8 8 3 8 7 4 7 7 7 4 0 0 0 30 40 Percent Colorado Springs US Norm 90
Activities and Experiences (Cont d) Base: Adult Day Person-Trips Camping Swimming Theme park Theater Fair/exhibition/festival Skiing/snowboarding Art gallery Rafting Biking Dance Attended/Participated sports event for kids 7 6 7 6 6 6 4 5 4 5 4 3 4 4 4 4 0 0 0 30 40 Percent Colorado Springs US Norm 9
Activities and Experiences (Cont d) Base: Adult Day Person-Trips Business Convention/Conference Winery Business Meeting Spa Beach/waterfront Participated in sports event for adults Hunting Glamping Trade Show Rock/pop concert Spectator in an amateur/youth sporting event 3 3 3 3 4 3 0 8 0 0 0 30 40 Percent Colorado Springs US Norm 9
Activities and Experiences (Cont d) Base: Adult Day Person-Trips Golf Tennis Rodeo Boating/sailing Attended professional/college sports event Symphony Participant in an amateur/youth sporting event Dude ranch Motorcycle Touring Opera Birding < < < 0 0 0 30 40 Percent Colorado Springs US Norm 93
Activities of Special Interest Base: Adult Day Person-Trips Historic places, sites and landmarks Cultural activities & attraction Family Reunion Brewery Tours and Beer Tasting Exceptional culinary experience Eco-Tourism Winery tours & wine tasting Traveling with grandchildren Wedding Medical Tourism Religious Travel 9 7 4 8 6 0 4 8 8 6 4 4 4 4 3 3 3 0 0 0 30 40 Percent Colorado Springs US Norm 94
Use of Social Media for Travel Base: Adult Day Person-Trips Used any social media for travel 76 77 Used Smartphone while traveling Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed deals/news/events/promotions Got travel advice Connected with others interested in travel 5 5 3 3 8 7 4 3 5 50 0 0 40 60 80 00 Percent Colorado Springs US Norm 95
Use of Social Media for Travel (Cont d) Base: Adult Day Person-Trips Used any social media for travel 76 77 Gave travel advice Read a travel blog Contributed travel reviews Followed a destination/attraction Tweeted about a trip Blogged about a trip Subscribed to a travel e-newsletter 8 3 9 9 0 8 6 4 6 5 0 0 40 60 80 00 Percent Colorado Springs US Norm 96
Demographic Profile of Day Visitors
Gender Base: Adult Day Person-Trips Male 46 53 Female 47 54 0 0 40 60 Percent Colorado Springs U.S. Norm 98
Age Base: Adult Day Person-Trips Average Colorado Springs = 4.6 Average U.S. Norm = 44.3 8-4 3 4 5-44 45-64 65+ 4 0 5 0 5 0 5 Percent Colorado Springs U.S. Norm 99
Marital Status Base: Adult Day Person-Trips Married/ with partner 6 6 Single/never married 4 5 Divorced/widowed/separated 6 5 0 0 40 60 80 Percent Colorado Springs U.S. Norm 00
Household Size Base: Adult Day Person-Trips member 9 9 members 30 34 3 members 9 3 4 members 6 8 5+ members 0 0 0 30 40 Percent Colorado Springs U.S. Norm 0
Children in Household Base: Adult Day Person-Trips No children under 8 47 5 Any child between 3-7 Any child between 6-3 7 Any child under 6 0 3 0 0 40 60 Percent Colorado Springs U.S. Norm 0
Education Base: Adult Day Person-Trips Post-graduate 8 0 College graduate 36 38 Some college 5 9 High school or less 4 7 Other 0 0 0 30 40 Percent Colorado Springs U.S. Norm 03
Employment Base: Adult Day Person-Trips Fulltime/self-employed 49 54 Part-time 9 0 Not employed/retired/ other 37 40 0 0 0 30 40 50 60 Percent Colorado Springs U.S. Norm 04
Household Income Base: Adult Day Person-Trips $50K+ 4 4 $00-$49.9K $75-$99.9K 3 6 4 $50-$74.9K <$49.9K 47 47 0 0 0 30 40 50 60 Percent Colorado Springs U.S. Norm 05
Race Base: Adult Day Person-Trips White 8 84 African-American 8 Other 0 3 0 0 40 60 80 00 Percent Colorado Springs U.S. Norm 06
Hispanic Background Base: Adult Day Person-Trips No 88 9 Yes 9 0 0 40 60 80 00 Colorado Springs Percent U.S. Norm 07
Size & Structure of Colorado Springs/ Pikes Peak Region Domestic Travel Market
Total Size of Combined Colorado Springs/Pikes Peak Region Domestic Travel Market in 05 Total Person-Trips = 0.5 Million Overnight Trips 43% Day Trips 57%.7 Million 8.8 Million 09
Structure of Regional Overnight Travel Market Total Overnight Person-Trips = 8.8 Million Colorado Springs only 6% 5.5 Million Pikes Peak Region only 6%.4 Million Visited Both %.9 Million 0
Structure of Regional Day Travel Market Total Day Person-Trips =.7 Million Colorado Springs only 63% 7.4 Million Pikes Peak Region only 9%. Million Visited Both 8%. Million
Total Spending on Overnight/Day Trips in Colorado Springs/Pikes Peak Region Total Spending = $.976 Billion Visited Colorado Springs only 56% $,0 Million Visited Both - Spending in Colorado Springs % $43 Million Visited Both - Spending in Pikes Peak % $3 Million Visited Pikes Peak Region only % $ Million
Spending on Overnight Trips in Colorado Springs/Pikes Peak Region Total Spending = $.348 Billion Visited Colorado Springs only 57% $76 Million Visited Both - Spending in Colorado Springs % $96 Million Visited Both - Spending in Pikes Peak % $53 Million Visited Pikes Peak Region only 0% $37 Million 3
Spending on Day Trips in Colorado Springs/Pikes Peak Region Total Spending = $68 Million Visited Colorado Springs only 54% $34 Million Visited Both - Spending in Colorado Springs 8% $3 Million Visited Both - Spending in Pikes Peak 4% $87 Million Visited Pikes Peak Region only 4% $86 Million 4
Appendix A: Key Terms Defined
Key Terms Defined An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home. A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home. A Person-Trip is one trip taken by one visitor. Person-trips are the key unit of measure for this report. 6
Trip-Type Segments Total Trips = Leisure + Business + Business-Leisure Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives Leisure Trips: Include all trips where the main purpose was one of the following: Visiting friends/relatives Touring through a region to experience its scenic beauty, history and culture Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating Special event, such as a fair, festival, or sports event City trip Cruise Casino Theme park Resort (ocean beach, inland or mountain resort) Skiing/snowboarding Golf Business Trips: Conference/convention Other business trip Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure. 7