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 trip characteristicssources of business product deliverytraveler profile

Main focus is overnight travel

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-upo 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 Trips10%

U.S. Market Trends for Overnight Trips

2015 vs. 2014Base: Adult Overnight Trips

2

2

0

-5 0 5 10

All Overnight Trips

Leisure

Business

Percent Change

Overnight Trips to Denver

7.2 7.1 7.9 8.8 9.4 9.0 9.6 10.3 10.2 9.7 9.9 10.411.7 12.2 12.2 12.1 12.7 13.2 13.6 14.0

15.4 16.4

0

5

10

15

20

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 11 `12 `13 `14 `15

MIL

LIO

NS

OF

TRIP

S

6%

Overnight Leisure Trips to Denver

6.1 5.7 5.3 5.2 5.9 6.4 7.0 6.4 6.98.0 8.1 7.8 7.9 7.9

9.1 9.6 9.7 10.1 10.9 11.0 11.3 11.713.0 13.8

0

5

10

15

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15

6%

MIL

LIO

NS

OF

TRIP

S

Structure of Denver’s Overnight Leisure Travel Market

3 2.5 2.9 2.6 2.7 2.6 3.1 3.1 2.9 3.2 3 2.9 3 3.2 3.6 4 4.1 4.3 4.4 4.5 5 5.5 6 6.1

3.1 3.2 2.4 2.6 3.2 3.94 3.3 4

4.8 5.1 4.9 4.9 4.75.5 5.6 5.6 5.8 6.5 6.5 6.3 6.2

7 7.7

0

2

4

6

8

10

12

14

16

`92 `93 `94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15

MIL

LIO

NS

OF

TRIP

S

Marketable Trips Visits to Friends/Relatives

Denver’s Tourism Pays

1-A Passes

6.47.1

6.46.9

8.0 8.17.8 7.9 7.9

9.19.6 9.7 10.1

10.9 11.0 11.3 11.7

13.013.8

6.15.7

5.3 5.25.9

Overnight Business Trips to Denver

1.9 1.9 2.02.4 2.4 2.5 2.7

2.3 2.1 1.9 2.02.5 2.6 2.6 2.5

2.0 1.82.2 2.3 2.3 2.4 2.6

0.0

1.0

2.0

3.0

4.0

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15

MIL

LIO

NS

OF

TRIP

S

9%

Total Travel Spending in Denver- Overnight Trips

1.7 1.6 1.72.0 2.1 2.2 2.1 2.2 2.3 2.2 2.2 2.3

2.7 2.9 3.12.8 3.0

3.33.6

4.0

4.65.0

0.0

1.0

2.0

3.0

4.0

5.0

6.0

`94 `95 `96 `97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15

$ B

ILLI

ON

S

9%

Total Expenditures in Denver- Overnight Trips

1.6 1.51.9 2.0 2.2 2.2 2.3 2.5 2.8

3.23.6

3.9

0.6 0.8 0.8 0.9 0.90.7 0.7 0.8 0.8 0.8 1.0 1.1

$0

$1

$2

$3

$4

`04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15

BIL

LIO

NS

OF

DO

LLA

RS

8%

13%

Total Spending Up 9%

Leisure Business

Travel Spending by Sector – Overnight Visitors

Accommodation(30%)

Eating/Drinking(20%)

Transportation(29%)

Retail(12%)

Recreation(9%)

Total Spending = $5 Billion

$1.51 Billion$1.00 Billion

$437 Million

$627 Million

$1.46 Billion

Contributions to Expenditures/Visitor Volumes

37

40

23

47

37

16

0 20 40 60

Visit to Friends/Relatives

Marketable Leisure

Business

PercentExpenditures Visitors

Base: Overnight Visitors

Average Daily Expenditures – Per Visitor

$126$113

$68

$138

$117

$70

$149$136

$71

$0

$20

$40

$60

$80

$100

$120

$140

$160

Business Marketable VFR

2013 2014 2015

Day Trips to Denver

7.0 7.37.8

8.38.8

10.2

12.0

0

5

10

15

`09 `10 `11 `12 `13 `14 `15

MIL

LIO

NS

OF

TRIP

S

18%

Denver’s Source of Business

States Contributing more than 5%

States contributing 2%-5%

DMAs contributing more than 2%

Base: Overnight Leisure Trips

76 71 71 70 70 74 7482

0

20

40

60

80

100

`08 `09 `10 `11 `12 `13 `14 `15

PER

CEN

T

More Out-of-State Leisure Visitors

Top Sources of Overnight Leisure Trips

Feed

er S

tate

s California

Texas

Florida

Illinois

Arizona

New York

Nebraska

Kansas

Virginia

Ohio

Feed

er C

itie

s Los Angeles

New York City

Chicago

Phoenix

Houston

Albuquerque

Dallas/Ft. Worth

Salt Lake City

San Francisco

Washington DC

Length of Stay - Leisure

3.53.7 3.7

3.3 3.43.2 3.2 3.3 3.3 3.2 3.3 3.3

3.63.3

3.5 3.6

0.0

1.0

2.0

3.0

4.0

5.0

`08 `09 `10 `11 `12 `13 `14 `15 `08 `09 `10 `11 `12 `13 `14 `15

AV

G. N

UM

BER

OF

NIG

HTS

Base: Overnight Leisure Trips

Denver U.S. Norm

Top Shopping/Entertainment Areas Visited in Denver

Sho

pp

ing 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

Base: Non-residents of Colorado State

Attractions Visited in Denver

Paid

Ad

mis

sio

ns 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 F

ree

Ad

mis

sio

ns Red Rocks Park &

Amphitheatre

Coors Brewery

Colorado State Capitol

79

79

73

72

65

0 20 40 60 80 100

2015 Visitors

2014 Visitors

2013 Visitors

2012 Visitors

2011 Visitors

Percent Who Strongly Agree

Denver’s Product – “Would Really Enjoy Visiting Again”

Another Banner Year!

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

Tourism is important to Denver’s economy!

KEEP UP THE GOOD WORK!

THANK YOU!