Denver 2015 Travel Year

Prepared For:

: Travel Clients

Background & 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

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 3,077 Denver visitors completed the survey
o 1,881 completed detailed follow-up
1,178 overnight
703 day

Structure of the U.S. Travel Market

2015 Overnight Trips

Marketable
Leisure Trips
46%
Visits to
Friends/
Relatives
44%
Business
Trips
10%

U.S. Market Trends for Overnight Trips

2015 vs. 2014
Base: Adult Overnight Trips

All Overnight Trips

Leisure

Business

0
-5

0
Percent Change

10

Overnight Trips to Denver

6%

MILLIONS OF TRIPS

20

15

10

5
7.2

7.1

7.9

`94

`95

`96

8.8

9.4

9.0

9.6

10.3

10.2

9.7

9.9

10.4

`97

`98

`99

`00

`01

`02

`03

`04

`05

11.7

12.2

12.2

12.1

12.7

13.2

13.6

14.0

`06

`07

`08

`09

`10

11

`12

`13

15.4

16.4

`14

`15

Overnight Leisure Trips to Denver

6%

MILLIONS OF TRIPS

15

10

5
6.1

5.7

5.3

5.9

6.4

7.0

5.2

6.4

6.9

`92

`93

`94

`95

`96

`97

`98

`99

`00

8.0

8.1

7.8

7.9

7.9

`01

`02

`03

`04

`05

9.1

9.6

9.7

11.3 11.7
10.1 10.9 11.0

`06

`07

`08

`09

13.0 13.8

0
`10

`11

`12

`13

`14

`15

Structure of Denvers Overnight Leisure Travel Market

16

Marketable Trips

Visits to Friends/Relatives
13.8

MILLIONS OF TRIPS

14

13.0
Denvers Tourism Pays
1-A Passes

12

10.9

10

9.1

8
6
4
2

7.1
6.1

3.1

5.7

3.2

5.3

2.4

5.2

2.6

5.9

6.4

3.2

3.9

8.0
6.4

3.3

8.1

6.9

4.8

5.1

7.8

4.9

7.9

4.9

9.6

9.7

11.0

4.7

11.7

10.1

6.5

6.3

6.2

7.9

5.5

11.3

7.7

5.6

5.6

5.8

6.5

4.3

4.4

4.5

5.5

6.1

`09

`10

`11

`12

`13

`14

`15

2.5

2.9

2.6

2.7

2.6

3.1

3.1

2.9

3.2

2.9

3.2

3.6

4.1

`92

`93

`94

`95

`96

`97

`98

`99

`00

`01

`02

`03

`04

`05

`06

`07

`08

Overnight Business Trips to Denver

MILLIONS OF TRIPS

4.0

9%

3.0

2.0

1.0

1.9

1.9

2.0

`94

`95

`96

2.4

2.4

2.5

2.7

2.3

2.1

1.9

2.0

`01

`02

`03

`04

2.5

2.6

2.6

2.5

2.0

1.8

`09

`10

2.2

2.3

2.3

2.4

2.6

`11

`12

`13

`14

`15

0.0
`97

`98

`99

`00

`05

`06

`07

`08

Total Travel Spending in Denver- Overnight Trips

9%
6.0

$ BILLIONS

5.0

4.6

4.0
3.0
2.0

1.7

1.6

1.7

`94

`95

`96

2.0

2.1

2.2

2.1

2.2

2.3

2.2

2.2

2.3

`97

`98

`99

`00

`01

`02

`03

`04

`05

2.7

2.9

3.1

`06

`07

`08

2.8

3.0

`09

`10

3.3

3.6

5.0

4.0

1.0
0.0
`11

`12

`13

`14

`15

Total Expenditures in Denver- Overnight Trips

8%

BILLIONS OF DOLLARS

$4

Total Spending Up 9%

$3

$2

$1

1.6

1.5

1.9

2.0

2.2

2.2

2.3

2.5

2.8

3.2

3.6

13%

3.9

0.6

0.8

0.8

0.9

0.9

`04

`05

`06

`07

`08

0.7

0.7

0.8

0.8

0.8

1.0

1.1

`09

`10

`11

`12

`13

`14

`15

$0
`04

`05

`06

`07

`08

`09

Leisure

`10

`11

`12

`13

`14

`15

Business

Travel Spending by Sector Overnight Visitors

Total Spending = $5 Billion

Eating/Drinking

Accommodation

(20%)

(30%)

$1.00 Billion

$1.51 Billion

Transportation
(29%)

Recreation
(9%)
$437 Million

$1.46 Billion

Retail
(12%)
$627 Million

Contributions to Expenditures/Visitor Volumes

Base: Overnight Visitors

37

Visit to Friends/Relatives

47
40

Marketable Leisure

37
23

Business

16
0

20

40

Percent
Expenditures

Visitors

60

Average Daily Expenditures Per Visitor

$160
$140

$138

$149
$136

$126
$113

$120

$117

$100
$80

$68

$70

$60
$40
$20
$0
Business

Marketable
2013

2014

VFR
2015

$71

Day Trips to Denver

15

18%
MILLIONS OF TRIPS

12.0
10

10.2

7.0

7.3

`09

`10

7.8

8.3

8.8

0
`11

`12

`13

`14

`15

Denvers Source of Business

States Contributing more than 5%

States contributing 2%-5%
DMAs contributing more than 2%
Base: Overnight Leisure Trips

More Out-of-State Leisure Visitors

100

PERCENT

80
60
40

76

71

71

70

70

74

74

`08

`09

`10

`11

`12

`13

`14

82

20
0
`15

California
Texas
Florida
Illinois
Arizona
New York
Nebraska

Feeder Cities

Feeder States

Top Sources of Overnight Leisure Trips

Los Angeles
New York City
Chicago

Phoenix
Houston
Albuquerque
Dallas/Ft. Worth

Kansas

Salt Lake City

Virginia

San Francisco

Ohio

Washington DC

Length of Stay - Leisure

Base: Overnight Leisure Trips

AVG. NUMBER OF NIGHTS

5.0

4.0

3.5

3.7

3.7
3.3

3.4

`11

`12

3.2

3.2

3.3

`13

`14

`15

3.3

`08

3.2

3.3

3.3

`09

`10

`11

3.6

3.3

3.5

3.6

`14

`15

3.0
2.0
1.0
0.0
`08

`09

`10

Denver

`12

U.S. Norm

`13

Top Shopping/Entertainment Areas Visited in Denver

Shopping

Base: Non-residents of Colorado State

16th 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

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
Childrens Museum of Denver
Denver Broncos

Top 3 Free Admissions

Paid Admissions

Attractions Visited in Denver

Red Rocks Park &
Amphitheatre
Coors Brewery
Colorado State
Capitol

Denvers 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

Percent Who Strongly Agree

80

100

Another Banner Year!

Tourism is important to Denvers economy!

Continuing to break records

Exceeding, not just matching
national trends...Leisure visits up 52%
vs. 20% nationally since 2005

How? Successful Marketing, product

delivers on the promise

KEEP UP THE GOOD WORK!

THANK YOU!