Denver 2015 Travel Year

Denver 2015 Travel Year

Longwoods Travel Clients 2

Background and Purpose Longwoods engaged to conduct visitor research for 2015 travel year Purposes: Estimate visitor volume and expenditures Provide intelligence on: competitive environment sources of business traveler profile trip characteristics product delivery 3

Method Travel USA 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 3,077 Denver visitors completed the survey; 1,881 completed the detailed follow-up 1,178 overnight; 703 day Main focus is overnight travel 4

Structure of the U.S. Travel Market 2015 Overnight Trips Marketable Leisure Trips 46% Visits to Friends/ Relatives 44% Business Trips 10% 5

U.S. Market Trends for Overnight Trips 2015 vs. 2014 Base: Adult Overnight Trips All Overnight Trips 2 Leisure 2 Business 0-5 0 5 10 Percent Change 6

Millions of Trips Overnight Trips to Denver 20 6% 15 10 5 7.2 7.1 7.9 8.8 9.4 9.0 9.6 10.3 10.2 9.7 9.9 10.4 11.7 12.2 12.2 12.1 12.7 13.2 13.6 14.0 15.4 16.4 0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 11 `12 `13 `14 `15 7

Millions of Trips Overnight Leisure Trips to Denver 15 6% 10 5 6.1 5.7 5.3 5.2 5.9 6.4 7.0 6.4 6.9 8.0 8.1 7.8 7.9 7.9 9.1 9.6 9.7 10.1 10.9 11.0 11.3 11.7 13.0 13.8 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 8

Millions of Trips Structure of Denver s Overnight Leisure Travel Market 16 14 12 10 8 6 4 2 0 6.1 3.1 3 5.7 5.3 5.2 5.9 6.4 3.2 2.4 2.5 2.6 3.2 3.9 2.9 2.6 2.7 2.6 7.1 4 6.4 6.9 3.3 4 8.0 8.1 7.8 7.9 4.8 5.1 4.9 4.9 4.7 3.1 3.1 2.9 3.2 3 2.9 3 3.2 Denver s Tourism Pays 1-A Passes 5.5 3.6 5.6 5.6 5.8 6.5 6.5 4 4.1 4.3 4.4 4.5 6.3 5 6.2 5.5 7 7.7 6 6.1 `92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 7.9 9.1 9.6 9.7 10.1 10.9 11.0 11.3 11.7 13.0 13.8 Marketable Trips Visits to Friends/Relatives 9

Millions of Trips Overnight Business Trips to Denver 4.0 9% 3.0 2.0 1.0 1.9 1.9 2.0 2.4 2.4 2.5 2.7 2.3 2.1 1.9 2.0 2.5 2.6 2.6 2.5 2.0 1.8 2.2 2.3 2.3 2.4 2.6 0.0 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 10

$ Billions Total Travel Spending* in Denver Overnight Trips 6.0 9% 5.0 4.6 5.0 4.0 3.0 2.7 2.9 3.1 2.8 3.0 3.3 3.6 4.0 2.0 1.7 1.6 1.7 2.0 2.1 2.2 2.1 2.2 2.3 2.2 2.2 2.3 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 11

Billions of Dollars Travel Expenditures in Denver on Overnight Trips Total Spending Up 9% 8% $4 $3 $2 3.6 3.9 13% 3.2 $1 1.6 1.5 1.9 2.0 2.2 2.2 2.3 2.5 2.8 0.6 0.8 0.8 0.9 0.9 0.7 0.7 0.8 0.8 0.8 1.0 1.1 $0 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 Leisure Business 12

Travel Spending by Sector Overnight Visitors Total Spending = $5.0 Billion Accommodation (30%) $1,510 Million Eating/Drinking (20%) $1,002 Million Recreation (9%) $437 Million Retail (12%) $627 Million Transportation (29%) $1,464 Million 13

Contribution to Expenditures/Visitor Volumes Base: Overnight Visitors Visit to Friends/Relatives 37 47 Marketable Leisure 37 40 Business 16 23 0 20 40 60 Expenditures Percent Visitors 14

Average Daily Expenditures Per Visitor $160 $149 $140 $120 $126 $138 $113 $117 $136 $100 $80 $68 $70 $71 $60 $40 $20 $0 Business Marketable VFR 2013 2014 2015 15

Millions of Trips Day Trips to Denver 15 18% 10 12.0 5 7.0 7.3 7.8 8.3 8.8 10.2 0 `09 `10 `11 `12 `13 `14 `15 16

Denver s Sources of Business Base: Overnight Leisure Trips States contributing more than 5% States contributing 2% - 5% DMAs contributing more than 2% 17

Percent More Out-of-State Leisure Visitors 100 80 60 40 76 71 71 70 70 74 74 82 20 0 `08 `09 `10 `11 `12 `13 `14 `15 18

Top Sources of Overnight Leisure Trips Feeder States 1. California 2. Texas 3. Florida 4. Illinois 5. Arizona 6. New York 7. Nebraska 8. Kansas 9. Virginia 10. Ohio Feeder Cities 1. Los Angeles 2. New York City 3. Chicago 4. Phoenix 5. Houston 6. Albuquerque 7. Dallas/Ft. Worth 8. Salt Lake City 9. San Francisco 10. Washington DC 19

Avg. Number of Nights Length of Stay Leisure Base: Overnight Leisure Trips 5.0 4.0 3.0 3.5 3.7 3.7 3.3 3.4 3.2 3.2 3.3 3.3 3.2 3.3 3.3 3.6 3.3 3.5 3.6 2.0 1.0 0.0 `08 `09 `10 `11 `12 `13 `14 `15 `08 `09 `10 `11 `12 `13 `14 `15 Denver U.S. Norm 20

Types of Attractions Visited in Denver Shopping & Entertainment 59 Local History/Landmarks/ Museums/Exhibits 41 Architecture, Arts & Theater 25 Sports Event 16 Other Events 14 Amusement/Kids 7 0 25 50 75 Percent 21

Sightseeing on Overnight Leisure Trip City park/garden Historic areas Brewery Museums/science exhibit Zoo Brew pub National/State park Interesting architecture Landmark/historic site Farmers market Art gallery 33 35 21 16 19 12 14 10 13 11 13 10 13 8 11 9 10 9 7 n/a 6 6 4 0 10 20 30 40 Percent 2015 2014 22

Entertainment on Overnight Leisure Trip Shopping Unique local foods Elegant restaurants Local music Bar/disco/nightclub Sports event Fair/exhibition/festival Rock/pop concert Theater/dance/symphony/opera Amusement/theme park Rodeo 47 48 33 27 17 17 14 14 12 6 10 6 7 5 7 4 6 4 3 4 3 1 0 20 40 60 Percent 2015 2014 23

Top Shopping/Entertainment Areas Visited in Denver Base: Non-residents of Colorado State 16 th Street Mall LoDo Lower Downtown Historic District Cherry Creek Denver Pavilions Park Meadows Retail Resort Larimer Square Outlets at Castle Rock Belmar FlatIron Crossing Mall 24

Attractions Visited in Denver Base: Non-residents of Colorado State Paid Admission Denver Zoo Denver Art Museum Red Rocks Park & Amphitheatre Denver Botanic Gardens Buffalo Bill Museum & Grave Denver Museum of Nature & Science/IMAX Downtown Aquarium Colorado Railroad Museum Colorado Rockies Butterfly Pavilion Children s Museum of Denver Denver Broncos Top 3 Free Admission Red Rocks Park & Amphitheatre Coors Brewery Colorado State Capitol 25

Denver s Product Would Really Enjoy Visiting Again 2015 Visitors 79 2014 Visitors 79 2013 Visitors 73 2012 Visitors 72 2011 Visitors 65 0 20 40 60 80 100 Percent Who Strongly Agree 26

Denver 2015 Travel Year