Colorado Springs, COcolorado-springs.s3.amazonaws.com/CMS/7250/longwoods...Colorado Springs were...

117
2015 Visitor Report Colorado Springs, CO

Transcript of Colorado Springs, COcolorado-springs.s3.amazonaws.com/CMS/7250/longwoods...Colorado Springs were...

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2015 Visitor Report

Colorado Springs, CO

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Table of Contents

2

Introduction………………………………………………………………………………..… 3

Research Objectives…………………………………………………………………..…….. 4

Methodology………………………………………………………………………….……….. 5

Key Findings…………………………………………………………………………………… 6

Size & Structure of the U.S. Travel Market……………………………………..……….. 12

Size & Structure of Colorado Springs' Domestic Travel Market…………………………….. 16

Overnight Trip Detail………………………………………………………………………….. 26

Overnight Expenditures……………………………………………………………...… 27

Overnight Trip Characteristics………………………………………………………… 34

Demographic Profile of Overnight Visitors…………………………………............… 63

Day Trip Detail…………………………………………………………………………….. 74

Day Trip Expenditures……………………………………………………………...… 75

Day Trip Characteristics……………………………………………………………… 82

Demographic Profile of Day Visitors…………………………………………...........… 97

Size & Structure of Colorado Springs/Pikes Peak Region Domestic Travel Market 108

Appendix: Key Terms Defined…………………………………………………………….. 115

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Introduction

3

Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990.

In 2007, 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 2015.

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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

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Methodology

5

Each quarter, a random, projectable sample of adult members (18 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 2015 travel year, this yielded :

337,164 trips for analysis nationally:

237,555 overnight trips

99,609 day trips

For Colorado Springs, the following sample was achieved in 2015:

1,421 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.

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Key Findings

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Key Findings

7

In 2015, Colorado Springs welcomed 15.2 million visitors, increasing 13% from 2014. 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 18%).

Overnight travel to Colorado Springs has risen 25% since 2011, compared to a national growth rate of 11%.

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 $1.019 billion in spending, up 3% from 2014.

“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.

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Key Findings

8

About 7 in 10 (72%) 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 10 (63%) of overnight trips were planned 2 months or more before the trip, which is considerably higher than the norm (51%).

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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 (72%) 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 2015 was 3.1 nights, about the same as in most recent years. The average travel party size was 3.0 persons.

Almost 6 in 10 (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 (31%)

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*Not necessarily to Colorado Springs Airport

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Key Findings – (Cont’d)

10

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 (13% 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.

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Key Findings – (Cont’d)

The broader tourism region that comprises both Colorado Springs and the Pikes Peak Attractions counties attracted 20.5 million visitors in 2015, including 8.8 million overnight and 11.7 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 20% of overnight and day visitors.

However, Colorado Springs remains the primary destination, with about 62% of overnight regional visitors and 63% of day visitors indicating they visited Colorado Springs only on their trip, versus 16% and 19% indicating they visited only Pikes Peak region.

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Size & Structure of the

U.S. Travel Market

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Total Size of the U.S. Travel Market — 2011-2015

1,413 1,451 1,480 1,532 1,568

0

500

1,000

1,500

2,000

2011 2012 2013 2014 2015

Millio

ns of

Trips

13

Base: Total Overnight Person-Trips

2.4%

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Structure of the U.S. Travel Market — 2015 Overnight Trips

14

Visiting Friends/ Relatives

44%

Marketable Leisure

43%

Business 10%

Business-Leisure

3%

Base: Total Overnight Person-Trips

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U.S. Market Trends for Overnight Trips — 2015 vs. 2014

2

3

1

4

2

-10 -5 0 5 10

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change

15

Base: Total Overnight Person-Trips

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Size & Structure of Colorado Springs

Domestic Travel Market

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Total Size of Colorado Springs Domestic Travel Market in 2015

17

Total Person-Trips = 15.2 Million

Day Trips 52%

Overnight Trips 48%

7.4 Million

7.8 Million

+13% vs. 2014

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Size of the Colorado Springs Overnight Travel Market — 2011-2015

5.6 5.9 6.5 6.9 7.4

0

2

4

6

8

2011 2012 2013 2014 2015

Millio

ns of

Trips

18

Base: Total Overnight Person-Trips to Colorado Springs 7%

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Colorado Springs’ Share of Domestic Overnight Trips

19

Base: Total Overnight Person-Trips

0.39% 0.40% 0.42% 0.43% 0.45%

0.0%

0.5%

1.0%

2011 2012 2013 2014 2015

Perc

ent

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Size of Colorado Springs Overnight Travel Market — Adults vs. Children

20

Total Overnight Person-Trips = 7.4 Million

Adults 75%

Children 25%

1.9 Million

5.5 Million

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Colorado Springs Overnight Travel Market — by Main Trip Purpose

21

VFR 45%

Marketable 44%

Business 8%

Business-Leisure

3%

3.4 Million

3.2 Million

0.6 Million

0.2 Million

Total Overnight Person-Trips = 7.4 Million

+7% vs. 2014

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Size of the Colorado Springs Day Travel Market — 2011-2015

5.0 5.5 5.6 6.6

7.8

0

2

4

6

8

2011 2012 2013 2014 2015

Millio

ns of

Trips

22

Base: Total Day Person-Trips to Colorado Springs 18%

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Colorado Springs’ Share of Domestic Day Trips

23

Base: Total Day Person-Trips

0.25% 0.27% 0.28% 0.31% 0.35%

0.0%

0.5%

1.0%

2011 2012 2013 2014 2015

Perc

ent

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Size of Colorado Springs Day Travel Market — Adults vs. Children

24

Total Day Person-Trips = 7.8 Million

Adults 80%

Children 20%

1.9 Million

5.9 Million

+18% vs. 2014

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Colorado Springs Day Travel Market — by Trip Purpose

25

VFR 35%

Marketable 57% Business

6%

Business-Leisure

2%

4.5 Million 0.5 Million

0.1 Million

Total Day Person-Trips = 7.8 Million

2.7 Million

+18% vs. 2014

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Overnight Trip Detail

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Overnight Trip Expenditures

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Total Domestic Spending in Colorado Springs on Overnight Trips — 2011-2015

$842 $932 $905 $986 $1,019

$0

$200

$400

$600

$800

$1,000

$1,200

2011 2012 2013 2014 2015

Millio

ns of

Doll

ars (

$)

28

Base: Total Overnight Person-Trips to Colorado Springs

3%

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Total Domestic Spending in Colorado Springs on Overnight Trips — by Sector

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Total Spending = $1.019 Billion

Lodging 35%

Transportation 13%

Restaurant Food &

Beverage 25%

Retail 15%

Recreation/ Entertainment

12%

$353 Million

$124 Million $155 Million

$255 Million

$132 Million

+3% vs. 2014

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Average Per Person Expenditures on Domestic Overnight Trips — By Sector

30

$48

$35

$21 $18 $17

0

20

40

60

Lodging Restaurant Food& Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Dolla

rs

Base: Total Overnight Person-Trips to Colorado Springs

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Average Per Person Expenditures on Domestic Overnight Trips — by Trip Purpose

31

$133

$200

0

100

200

300

Leisure Business

Dolla

rs

Base: Total Overnight Person-Trips to Colorado Springs

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Average Per Party Expenditures on Domestic Overnight Trips — By Sector

32

Base: Total Overnight Person-Trips to Colorado Springs

$142 $103

$63 $53 $50

0

50

100

150

200

Lodging Restaurant Food& Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Dolla

rs

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Average Per Party Expenditures on Domestic Overnight Trips — by Trip Purpose

33

$395 $479

0

200

400

600

Leisure Business

Dolla

rs

Base: Total Overnight Person-Trips to Colorado Springs

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Overnight Trip Characteristics

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Main Purpose of Trip

45

15

9

6

6

2

2

1

1

1

4

6

2

0 20 40 60

Visiting friends/relativesTouring

OutdoorsSpecial event

City tripResort

Skiing/snowboardingCasino

Theme parkCruise

Conference/conventionOther business trip

Business-leisurePercent

35

Base: Adult Overnight Trips to Colorado Springs

Marketable Trips 43%

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Main Purpose of Leisure Trip — Colorado Springs vs. US Norm

51

18

10

6

6

2

2

1

3

2

50

10

6

9

6

6

1

5

4

2

0 20 40 60

Visiting friends/relativesTouring

OutdoorsSpecial event

City tripResort

Skiing/snowboardingCasino

Theme parkCruise

Percent

Colorado Springs US Norm 36

Base: Adult Overnight Leisure Person-Trips

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Main Purpose of Business Trip — Colorado Springs vs. US Norm

39

61

36

64

0 20 40 60 80

Conference/convention

Other business trip

Percent

Colorado Springs US Norm37

Base: Adult Overnight Business Person-Trips

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Sources of Business

38

Base: Adult Overnight Person-Trips to Colorado Springs

States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 2%

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State Origin Of Trip

20

11

9

4

4

4

4

3

0 10 20 30

Colorado

California

Texas

New York

Illinois

Florida

Kansas

Arizona

Percent 39

Base: Adult Overnight Person-Trips to Colorado Springs

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DMA Origin Of Trip

13

8

5

5

2

2

2

2

2

2

2

2

0 5 10 15

Denver, COColorado Springs-Pueblo, CO

Los Angeles, CANew York, NY/NJ/PA/CT

Phoenix, AZChicago, IL

Dallas-Ft. Worth, TXHouston, TX

Wichita-Hutchinson Plus, KSSan Francisco-Oakland-San Jose, CA

Kansas City, KSAlbuquerque-Santa Fe, NM

Percent 40

Base: Adult Overnight Person-Trips to Colorado Springs

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Season of Trip

41

Base: Adult Overnight Person-Trips

20

26

32

22

24

25

26

25

0 20 40

January-March

April-June

July-September

October-December

Percent

Colorado Springs US Norm

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Length of Planning Trip

5

16

21

20

30

7

3

13

17

17

35

14

0 20 40

More than 1 year in advance

6 to 12 months

3 to 5 months

2 months

1 month or less

Did not plan anything in advance

Percent

Colorado Springs US Norm 42

Base: Adult Overnight Person-Trips

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Method of Planning Trip

23

22

19

18

17

15

13

11

8

15

15

12

16

9

9

9

6

5

0 10 20 30

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

Percent

Colorado Springs US Norm 43

Base: Adult Overnight Person-Trips

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Method of Planning Trip (Cont’d)

8

6

6

6

5

5

4

3

8

6

2

3

3

2

3

1

1

1

0 10 20 30

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 1-800/1-888 number

Newspaper articles/advertising in newspapers

Radio show/advertising on radio

Travel/ski show or exhibition

Percent

Colorado Springs US Norm 44

Base: Adult Overnight Person-Trips

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Method of Booking Trip

23

20

18

12

9

8

8

7

5

15

18

13

8

7

4

6

4

4

0 10 20 30

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 1-800/1-888 number

Percent

Colorado Springs US Norm 45

Base: Adult Overnight Person-Trips

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Method of Booking Trip (Cont’d)

5

4

4

3

3

3

2

2

2

1

1

2

1

1

1

1

0 10 20 30

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

Percent

Colorado Springs US Norm 46

Base: Adult Overnight Person-Trips

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47

Devices Used for Trip Planning

52

49

31

22

45

41

27

16

0 20 40 60 80

Laptop computer

Home (desktop) computer

Smart phone

Tablet computer

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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48

Devices Used During Trip

72

39

38

65

33

32

0 20 40 60 80

Smart phone

Laptop computer

Tablet computer

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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Total Nights Away on Trip

11

22

25

19

17

6

21

26

26

12

11

4

0 20 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Colorado Springs US Norm 49

Average US Norm

= 4.0 nights

Average Colorado Springs

= 5.0 nights

Base: Adult Overnight Person-Trips

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Number of Nights Spent in Colorado Springs

36

24

20

10

9

0 10 20 30 40

1night

2 nights

3-4 nights

5-6 nights

7+ nights

Percent

50

Average Nights Spent in Colorado Springs = 3.1 nights

Base: Adult Overnight Person-Trips with 1+ Nights Spent in the Colorado Springs

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Number of Nights Spent in Colorado Springs

51

3.1

2.8

3.0

2.9

3.0

0 1 2 3 4

2015

2014

2013

2012

2011

Average No. of Nights

Base: Adult Overnight Person-Trips to Colorado Springs

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Size of Travel Party

52

2.3

2.3

0.7

0.6

0 1 2 3 4

ColoradoSprings

US Norm

Average No. of People

Adults Children

Total = 3.0

Total = 2.9

Base: Adult Overnight Person-Trips

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Transportation

56

37

31

8

6

5

5

4

1

1

1

65

26

19

9

5

6

5

2

1

1

3

0 20 40 60 80

Own car/truckPlane

Rental carTraditional Taxi Cab

Online Taxi Service (Uber, Lyft, etc.)Bus

TrainCamper, R.V

BicycleMotorcycleShip/Boat

Percent

Colorado Springs US Norm53

Base: Adult Overnight Person-Trips

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Accommodations

59

28

8

7

6

5

4

3

2

1

54

28

5

4

2

3

4

3

4

2

0 20 40 60 80

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

Percent

Colorado Springs US Norm54

Base: Adult Overnight Person-Trips

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Activities and Experiences

55

43

31

28

25

22

16

13

13

13

11

11

11

35

10

14

7

23

11

2

5

10

5

16

5

0 10 20 30 40 50

ShoppingNational/state park

Landmark/historic siteHiking/backpacking

Fine diningMuseum

Mountain climbingBrewery

Bar/disco/nightclubZoo

SwimmingCamping

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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Activities and Experiences (Cont’d)

56

11

10

8

8

7

7

7

7

6

6

6

7

5

10

5

5

8

1

3

5

5

1

0 10 20 30 40 50

TheaterFishingCasino

Art galleryBusiness Meeting

Theme parkSkiing/snowboarding

BikingFair/exhibition/festival

SpaRafting

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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Activities and Experiences (Cont’d)

57

3

3

3

2

2

2

2

2

2

1

1

1

1

2

1

1

2

1

1

2

1

1

0 10 20 30 40 50

Hunting

Symphony

Birding

Participant in amateur/youth sports

Dude ranch

Tennis

Rodeo

Glamping

Trade Show

Motorcycle Touring

Opera

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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Activities of Special Interest

58

39

26

26

14

11

10

7

7

5

4

3

21

22

17

11

5

4

5

5

4

2

3

0 10 20 30 40

Historic places, sites and landmarksFamily reunion

Cultural activities & attractionsExceptional culinary experienceBrewery tours and beer tasting

Eco-TourismWinery tours & wine tasting

Traveling with grandchildrenWedding

Medical tourismReligious travel

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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59

Trip Satisfaction - % Very Satisfied

72

59

56

60

62

39

47

75

64

66

66

57

43

51

0 20 40 60 80 100

Overall trip experienceQuality of food

Quality of accommodationsFriendliness of people

Sightseeing and attractionsMusic/nightlife/entertainment

Value for money

Percent Very Satisfied

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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60

Past Visitation to Colorado Springs

54

49

0 20 40 60 80 100

Ever

Past Year

Percent

Base: Adult Overnight Person-Trips to Colorado Springs

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Use of Social Media for Travel

61

84

56

38

31

25

24

17

16

78

52

34

28

22

21

13

13

0 20 40 60 80 100

Used any social media for travel

Used Smartphone while travelingPosted travel photos/video online

Read travel reviewsLooked at travel photos/video online

Accessed deals/news/events/promotionsRead a travel blog

Connected with others interested in travel

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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Use of Social Media for Travel (Cont’d)

62

84

14

13

12

12

11

9

8

78

11

11

9

9

9

5

5

0 20 40 60 80 100

Used any social media for travel

Got travel adviceContributed travel reviews

Gave travel adviceFollowed a destination/attraction

Tweeted about a tripBlogged about a trip

Subscribed to a travel e-newsletter

Percent

Colorado Springs US Norm

Base: Adult Overnight Person-Trips

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Demographic Profile of Overnight Visitors

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Gender

64

51

49

49

52

0 20 40 60

Male

Female

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Age

65

14

42

30

14

13

39

29

19

0 10 20 30 40 50

18-24

25-44

45-64

65+

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

Average Colorado Springs = 43.7 Average U.S. Norm = 45.6

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Marital Status

66

61

24

15

62

24

14

0 20 40 60 80

Married/With partner

Single, never married

Separated/Divorced/Widowed

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Household Size

67

23

27

20

18

12

20

36

18

15

11

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Children in Household

68

49

23

26

20

56

20

22

18

0 20 40 60

No children under 18

Any child between 13-17 yrs

Any child 6-12 yrs

Any child under 6 yrs

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person Trips

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Education

69

24

37

26

12

1

22

40

23

14

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Employment

70

55

9

36

51

10

39

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Household Income

71

4

14

19

21

43

6

15

16

22

40

0 10 20 30 40 50

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Race

72

85

5

10

83

8

10

0 20 40 60 80 100

White

African American

Other

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Hispanic Background

73

86

14

91

9

0 20 40 60 80 100

No

Yes

Percent

Colorado Springs U.S. Norm

Base: Adult Overnight Person-Trips

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Day Trip Detail

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Day Trip Expenditures

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Total Domestic Spending in Colorado Springs on Day Trips — 2011-2015

$228 $253 $255 $343

$452

0

200

400

600

2011 2012 2013 2014 2015

Millio

ns of

Doll

ars (

$)

76

Base: Total Day Person-Trips to Colorado Springs

32%

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Total Domestic Spending in Colorado Springs on Day Trips — by Sector

77

Total Spending = $452 Million

Transportation 19%

Restaurant Food &

Beverages 34%

Retail 29%

Recreation 18%

$87Million

$81 Million

$132 Million

$152 Million

+32% vs. 2014

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Average Per Person Expenditures on Day Trips — By Sector

78

Base: Total Day Person-Trips to Colorado Springs

$19 $17 $11 $10

$0

$10

$20

$30

Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Dolla

rs

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Average Per Person Expenditures on Day Trips — by Trip Purpose

79

$59 $40

$0

$50

$100

Leisure Business*

Dolla

rs

Base: Total Day Person-Trips to Colorado Springs

* Caution: extremely small base

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Average Per Party Expenditures on Day Trips — By Sector

80

Base: Total Day Person-Trips to Colorado Springs

$51 $45

$29 $28

$0

$20

$40

$60

Restaurant Food &Beverage

Retail Purchases Transportation atDestination

Recreation/Sightseeing/

Entertainment

Dolla

rs

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Average Per Party Expenditures on Day Trip — by Trip Purpose

81

$163

$86

$0

$50

$100

$150

$200

Leisure Business*

Dol

lars

Base: Total Day Person-Trips to Colorado Springs

* Caution: extremely small base

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Day Trip Characteristics

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Main Purpose of Trip

35

21

9

9

7

6

2

1

1

1

6

2

0 20 40 60

Visiting friends/relativesTouring

OutdoorsShopping

City tripSpecial event

Skiing/snowboardingCasinoResort

Conference/conventionOther business trip

Business-leisure

Percent

83

Marketable Trips 55%

Base: Adult Day Trips to Colorado Springs

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Main Purpose of Leisure Trip — Colorado Springs vs. US Norm

38

23

10

10

8

6

2

1

1

1

42

13

7

9

8

9

0

4

1

2

0 20 40 60

Visiting friends/relativesTouring

OutdoorsShopping

City tripSpecial event

Skiing/snowboardingCasino

Golf tripResort

Percent

Colorado Springs US Norm84

Base: Adult Day Leisure Trips

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Sources of Business

Base: Adult Day Person-Trips to Colorado Springs

85

States contributing 5% or more States contributing 3% - 5% DMA’s contributing more than 2%

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State Origin Of Trip

68

5

3

0 20 40 60 80

Colorado

California

Texas

Percent

86

Base: Adult Day Person-Trips to Colorado Springs

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DMA Origin Of Trip

43

25

2

2

2

0 10 20 30 40 50

Denver, CO

Colorado Springs-Pueblo, CO

New York, NY/NJ/PA/CT

Los Angeles, CA

Phoenix, AZ

Percent

87

Base: Adult Day Person-Trips to Colorado Springs

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Season of Trip

88

Base: Adult Day Person-Trips

24

24

25

27

25

25

24

26

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

Colorado Springs US Norm

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Size of Travel Party

89

2.0

2.1

0.7

0.7

0 1 2 3 4

ColoradoSprings

US Norm

Average No. of People

Adults Children

Total = 2.7

Total = 2.8

Base: Adult Day Person-Trips

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Activities and Experiences

90

Base: Adult Day Person-Trips

32

22

18

16

11

10

10

8

8

7

7

7

29

6

7

9

5

12

8

3

1

4

7

4

0 10 20 30 40

ShoppingHiking/backpackingNational/state park

Landmark/historic siteZoo

Fine diningMuseumBrewery

Mountain climbingFishingCasino

Bar/disco/nightclub

Percent

Colorado Springs US Norm

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Activities and Experiences (Cont’d)

91

Base: Adult Day Person-Trips

7

6

6

6

5

5

4

4

4

4

4

2

7

6

4

4

1

3

1

2

2

1

0 10 20 30 40

Camping

Swimming

Theme park

Theater

Fair/exhibition/festival

Skiing/snowboarding

Art gallery

Rafting

Biking

Dance

Attended/Participated sports event for kids

Percent

Colorado Springs US Norm

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Activities and Experiences (Cont’d)

92

Base: Adult Day Person-Trips

3

3

3

3

2

2

2

2

2

2

2

2

3

4

2

8

1

1

0

1

2

1

0 10 20 30 40

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

Percent

Colorado Springs US Norm

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Activities and Experiences (Cont’d)

93

Base: Adult Day Person-Trips

2

2

2

2

1

1

1

1

1

1

<1

2

1

1

2

2

1

1

<1

1

<1

1

0 10 20 30 40

Golf

Tennis

Rodeo

Boating/sailing

Attended professional/college sports event

Symphony

Participant in an amateur/youth sporting event

Dude ranch

Motorcycle Touring

Opera

Birding

Percent

Colorado Springs US Norm

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Activities of Special Interest

94

Base: Adult Day Person-Trips

29

22

18

10

8

6

4

4

3

2

1

17

14

16

4

8

4

4

3

3

2

2

0 10 20 30 40

Historic places, sites and landmarksCultural activities & attraction

Family ReunionBrewery Tours and Beer TastingExceptional culinary experience

Eco-TourismWinery tours & wine tasting

Traveling with grandchildrenWedding

Medical TourismReligious Travel

Percent

Colorado Springs US Norm

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Use of Social Media for Travel

95

76

51

32

28

24

22

15

15

77

50

32

27

23

22

11

12

0 20 40 60 80 100

Used any social media for travel

Used Smartphone while travelingPosted travel photos/video online

Read travel reviewsLooked at travel photos/video online

Accessed deals/news/events/promotionsGot travel advice

Connected with others interested in travel

Percent

Colorado Springs US Norm

Base: Adult Day Person-Trips

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Use of Social Media for Travel (Cont’d)

96

76

12

12

12

11

10

6

6

77

8

13

9

9

8

4

5

0 20 40 60 80 100

Used any social media for travel

Gave travel adviceRead a travel blog

Contributed travel reviewsFollowed a destination/attraction

Tweeted about a tripBlogged about a trip

Subscribed to a travel e-newsletter

Percent

Colorado Springs US Norm

Base: Adult Day Person-Trips

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Demographic Profile of Day Visitors

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Gender

98

53

47

46

54

0 20 40 60

Male

Female

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Age

99

14

11

13

14

0 5 10 15 20 25

18-24

25-44

45-64

65+

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

Average Colorado Springs = 42.6 Average U.S. Norm = 44.3

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Marital Status

100

61

24

16

61

25

15

0 20 40 60 80

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Household Size

101

19

30

23

18

11

19

34

19

16

12

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Children in Household

102

47

22

27

23

52

21

23

20

0 20 40 60

No children under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Education

103

20

36

29

14

1

18

38

25

17

1

0 10 20 30 40

Post-graduate

College graduate

Some college

High school or less

Other

Percent Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Employment

104

54

9

37

49

10

40

0 10 20 30 40 50 60

Fulltime/self-employed

Part-time

Not employed/retired/ other

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Household Income

105

Base: Adult Day Person-Trips

4

13

16

21

47

4

12

14

22

47

0 10 20 30 40 50 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent

Colorado Springs U.S. Norm

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Race

106

84

2

13

82

8

10

0 20 40 60 80 100

White

African-American

Other

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Hispanic Background

107

88

12

91

9

0 20 40 60 80 100

No

Yes

Percent

Colorado Springs U.S. Norm

Base: Adult Day Person-Trips

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Size & Structure of Colorado Springs/ Pikes Peak Region

Domestic Travel Market

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Total Size of Combined Colorado Springs/Pikes Peak Region Domestic Travel Market in 2015

109

Total Person-Trips = 20.5 Million

Day Trips 57%

Overnight Trips 43%

8.8 Million

11.7 Million

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Structure of Regional Overnight Travel Market

110

Total Overnight Person-Trips = 8.8 Million Colorado

Springs only 62%

Visited Both 22%

Pikes Peak Region only

16% 1.4 Million

5.5 Million

1.9 Million

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Structure of Regional Day Travel Market

111

Total Day Person-Trips = 11.7 Million Colorado

Springs only 63%

Visited Both 18%

Pikes Peak Region only

19% 2.2 Million

7.4 Million

2.1 Million

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Total Spending on Overnight/Day Trips in Colorado Springs/Pikes Peak Region

112

Total Spending = $1.976 Billion Visited

Colorado Springs only

56%

Visited Pikes Peak Region

only 11%

Visited Both - Spending in Pikes Peak

12%

Visited Both - Spending in

Colorado Springs

21%

$423 Million

$1,110 Million

$212 Million

$231 Million

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Spending on Overnight Trips in Colorado Springs/Pikes Peak Region

113

Total Spending = $1.348 Billion Visited

Colorado Springs only

57%

Visited Pikes Peak Region

only 10%

Visited Both - Spending in Pikes Peak

11%

Visited Both - Spending in

Colorado Springs

22% $296 Million

$761 Million

$137 Million

$153 Million

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Spending on Day Trips in Colorado Springs/Pikes Peak Region

114

Total Spending = $628 Million Visited

Colorado Springs only

54%

Visited Pikes Peak Region

only 14% Visited Both -

Spending in Pikes Peak

14%

Visited Both - Spending in

Colorado Springs

18% $113 Million

$342 Million

$86 Million

$87 Million

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Appendix A: Key Terms Defined

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Key Terms Defined

116

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.

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Trip-Type Segments

117

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.

Marketable Trips:

Include all leisure trips,

with the exception of

visits to friends/relatives

Total Trips = Leisure + Business + Business-Leisure