2006 Intercept Survey 12-12-06

Town’s Intercept Study Results Released

Visitors to Estes Park this summer were slightly younger, more affluent and better educated than those who visited the area ten years ago. In addition, their interest in visiting Rocky Mountain National Park and participating in outdoor activities was significantly higher than in 1996.

Those are just samples of the data obtained through the Town’s 2006 Intercept and Visitors Survey conducted between July 1 and Sept. 10. Visitors were approached while in Estes Park and asked a few demographic questions and whether they were willing to participate in a more in-depth follow-up survey that could be completed via Web-based technology or by mail. As an incentive to encourage participation, names of those who responded were entered into a drawing for five $100 grocery story gift certificates in their hometowns. The study replicated a similar research project last undertaken 10 years ago.

The Town Board heard results of the most recent survey during the Tuesday, Dec. 12 board meeting. Chris Cares researcher and project manager for the study his firm conducted, reviewed the findings. Cares is a principal partner with RRC Consultants, a Boulder firm that has executed numerous economic studies and surveys for the Town.

Of the respondents 30 percent were Colorado residents, down from 36 percent 10 years ago. Only 24 percent of all respondents reported coming to Estes Park for a day visit, as compared to 41 percent in 1996.

Among the out-of-state visitor sample, Texans were the most frequent out-of-state visitor, accounting for 7 percent of the total sample. Residents from Illinois, Missouri and Nebraska weighed in at 5 percent of the sample followed in declining order by Kansas, Iowa, California, Minnesota, Florida and Wisconsin.

Repeat visitors tend to generate more revenues to the Town due to their longer stays in Estes Park. Repeat visitors stayed an average of 7.3 nights in Estes Park compared to 3.9 for first-time visitors. Overall, the average length of stay was 6.2 nights.

Excluding lodging costs, respondents who stayed overnight reported spending $62.32 per person per day while here. Day visitors spent $33.83 per person on the same type items (snacks, restaurant meals, retail items, entertainment and groceries).

Other key findings of the research include:

• Average age of respondents was 47 (down from approximately 50 years in 1996). About a third were families with children; another third were empty-nesters, a pattern that parallels the national demographic aging baby boomer trend.

• Visitor income levels are moderate. Half earn between $50,000 and $100,000 annually.

• Day visitors are more likely to be younger than their overnight counterparts, less affluent, and disproportionately single.

• The research confirms the importance of Rocky Mountain National Park as the primary reason for visiting along with wildlife viewing (45 percent in 1996; 78 percent in 2006). Other factors that received high marks included sports and recreation like hiking and mountain walks, photography opportunities and the weather.

• In terms of enhancing a vacation trip in Estes Park, one of the areas that visitors would like to see improved is nightlife and evening entertainment.

• Survey responses suggest declining ratings for both dining and shopping. While the overall ratings remain positive, when 2006 is compared to 1996, there are notable decreases in “excellent” ratings.

• The new shuttle system was a great success. Ridership was high and visitors were extremely positive in their ratings of the services.

Winners of the grocery give-a-way, selected from the survey respondents were from Frisco, Loveland, Greensburg, KS, Cody, WY and Tucson, AZ.