2015 Visitor Report
Colorado Springs, CO
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
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.
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
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.
Key Findings
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.
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%).
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%)
9
*Not necessarily to Colorado Springs Airport
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.
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.
11
Size & Structure of the
U.S. Travel Market
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%
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
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
Size & Structure of Colorado Springs
Domestic Travel Market
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
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%
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
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
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
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%
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
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
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
Overnight Trip Detail
Overnight Trip Expenditures
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%
Total Domestic Spending in Colorado Springs on Overnight Trips — by Sector
29
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
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
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
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
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
Overnight Trip Characteristics
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%
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
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
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%
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Demographic Profile of Overnight Visitors
Gender
64
51
49
49
52
0 20 40 60
Male
Female
Percent
Colorado Springs U.S. Norm
Base: Adult Overnight Person-Trips
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
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
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
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
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
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
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
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
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
Day Trip Detail
Day Trip Expenditures
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%
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
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
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
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
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
Day Trip Characteristics
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
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
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%
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
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
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
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
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
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
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
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
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
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
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
Demographic Profile of Day Visitors
Gender
98
53
47
46
54
0 20 40 60
Male
Female
Percent
Colorado Springs U.S. Norm
Base: Adult Day Person-Trips
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
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
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
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
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
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
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
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
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
Size & Structure of Colorado Springs/ Pikes Peak Region
Domestic Travel Market
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
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
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
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
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
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
Appendix A: Key Terms Defined
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.
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