Miscellaneous - The Adams Group, Dr. Tucker Hart Adams
NOTE: This is a long Report
Travel Stats and Numbers
THE ADAMS GROUP, INC.
Dr. Tucker Hart Adams, President
1200 Madison, #706
Denver, CO 80206
E-mail: TUCKHADAMS@AOL.COM
Phone: 303/329-9218
Fax: 303/585-4362
4822 Alteza Drive, Suite 300
Colorado Springs, CO 80917
Phone: 303-329-9218
Fax: 303-585-4362
Dr. Tucker Hart Adams is a long-time consultant to the travel industry.
Her Colorado Tourism Indicators, prepared monthly from a telephone survey
of over 150 businesses, provide an early look a t how the state's
important tourist industry performed during the previous month.
The Adams Group, Inc. is an economic consulting firm that provides
research, analysis and forecasts for Colorado and the Mountain Region
economies. Dr. Adams is a popular speaker, known for being able to
present a dry, difficult subject in an interesting manner.
She publishes a monthly newsletter on Colorado, in addition to her work
for the travel industry.
*-TravelBank.Com-*
COLORADO SUMMER TOURISM INDICATORS
Colorado's 1997 summer tourist season drifted to a close in September, with most
survey respondents dissatisfied with the overall results. Attraction attendance
and spending on souvenirs and outdoor equipment declined, while other sectors
posted small gains.
Business travel was the strongest segment of the summer tourist market, as it
has been throughout the year. Airline boardings increased 4.4% for the season
(May through September) and 4.3% year-to-date (January through September).
Lodging nights were up 5.2% for the season and 5.8% over the first three
quarters.
Limited stakes gambling in Black Hawk, Central City and Cripple Creek continued
to expand, as it has since inception, but the rate of growth slowed. Over the
five month summer season, revenues grew 4.8% and year-to-date were up 5.2%.
Welcome Center visits posted modest gains, up 3.5% for the summer and 4.1%
January through September. Surveys conducted in western Colorado showed that
most visitors were merely passing through Colorado rather than planning to spend
time here.
The biggest disappointment this year was attraction attendance, down 2.6% for
the summer and 1.2% for the year. The declines were widespread, with every
region across the state showing declines this summer. For the year, only the
City and County of Denver managed to post a small gain.
Spending at restaurants open more than one year climbed 3.0% over the summer
season, but was up only 0.7% over the first three quarters. Even the summer
gains were below the metropolitan Denver inflation rate of 3.4%. The weakest
performance was in the metropolitan Denver area excluding Denver County. Other
consumer spending fell 4.3% over the summer and 0.6% year-to-date. Gains
in the destination resort counties and metropolitan Denver excluding Denver
County were offset by declines elsewhere.
The Colorado Summer Tourism Indicators are prepared monthly dudng the May-
September summer travel season under the direction of Dr. Tucker Hart Adams.
They are based on a mail and phone survey of over 300 establishments located
along the Front Range and in the mountain resort counties.
COLORADO SUMMER TOURISM INDICATORS
Season-to-Date Year-to-Date
May-September 1997 Januaty-September 1997
vs vs
May-September 1998 January-September 1996
Airline Boardings Up 4.4% Up 4.3%
Lodging Nights Up 5.2% Up 5.8%
Restaurant Spending Up 3.0% Up 0.7%
Other Consumer Spending Down 4.3% Down 0.6%
Gambling Up 4.8% Up 5.2%
Attraction Attendance Down 2.6% Down 1.2%
Welcome Center Visits Up 3.5% Up 4.1%
*-TravelBank.Com-*
COLORADO SKI SEASON BREAKS RECORDS
(DENVER, May28. 1997) - Colorado's 1996-97 ski season ended on an all-fl'rne high, posting a strong
3.6% increase in skier visits and pushing the Colorado Ski Index to a record 109.1
The 1996-97 Colorado Ski Index, prepared by The Adams Group Inc, for Colorado Ski Country USA, broke
the previous record of 108.6 set dunog the 1993-94 season and came in well above the 106.7 posted for
the 1995-98 season.
The annual report, under the direction of economist Dr. Tucker Hart Adams. showed skier days up 3.6%
over the 1995-96 ski season based on an estaimated 11.8 million skier visits. Enpianements were up
4.3%, lodging nights up 4.6% and otherconsumer spending up 5.1% overthe 1995.96 ski season.
Restaurant spending was fiat, down a scant 0.8%.
"We knew we had a great season and these numbers fom an independent source bear this out.' said John
Frew, president and chief executive officer of Colorado Ski Country USA, the trade associafion
representing Colorado's ski industry. "From Novembecs fabulous snowfall through spdng's strong finish.
our resort operators kept up the momentum to build market share in an otherwise flat industry.
"We're particularly pleased whh the 4.3% jump in enpianements. which indicates our resorts eflorts to add
new flights into their resort airports were successful." said Frew. `And ground transportabon companies -
primarily operating out of Denver lntemau'onal Airport - reported a record number of passengers in March
and an astounding 18% jump forthe season.
~We wouldn't be repordog these successes if President Clinton hadn't intervened to avert a strIke by
American Airlines pilots which would have hit at the onset of our crucial Presidents Day Weekend,' Frew
added. `Air access is key to our industry's success and from the results of this season, we can see were
over the hurdle of confusion about DIA operations and the loss of Coodnental Express in 1990."
The Colorado Ski Index - new this season -- provides a single figure to measure the performance of the
winter tourism industry against the base year 1991-92-the first year that the Colorado Ski Indicators were
produced. it is a composite of skier days, enpianements, lodging nights, restaurant and consumer
spending. Restaurant and consumer spending are adjusted for inflation.
The Colorado Winter Tourism Indicators and the Colorado Ski Index are prepared monthly from November
through April and compi:ed into an annual report by The Adams Group for CSCUSA. They are based on a
mail and telephone survey of about 150 businesses operating in the state's nine major ski counties, and
also include the Denver and Colorado Spdngs airports with a one-month lag. Phone calls are made during
the first 12 days of the month.
CSCUSA is the non-profit industry trade group representing 23 Colorado ski areas.
(Attachments that follow include the two-page report prepared by Dr: Tucker Hart Adams)
COLORADO WINTER TOURISM INDICATORS
1998-1997
Strong performances fn March and April boosted the Colorado Ski Index to an all time high of 109,1, This
was above the previous record of 108,6 that was attained in the 1993-94 season and well above the 106,7
posted for the 1995-98 season.
New flights were added at resort airports throughout the season and enpianements rose 4,3% for the
season Ground transportation companies reported moving the most passengers in their history in March
and were up 18.0% for the season,
Lodging nights posted a solid gain of 4.6%, while skier days rose a strong 3.6% for the season. Although
final data are not yet available, an estimated 11-8 million skier days were enjoyed on Colorado slopes
during the 1996-97 season,
Petail spending, which combines visitor and local activity, was mixed. Restaurant spending at
establishments open more than a year was flat~ Increases at the Destination resorts were offset by
declines in the Front Range Destination areas, for a ftactional decline of 0.8%. Season-todate, other
consumer spending rose 5,1%, substantially ahead of reported inflation both nationally and in metropolitan
Denver
The new Colorado Ski Index provides a single figure to measure the performance of the important winter
tourism industry against the base year of 1 991~92 (the first year that the Colorado Ski Indicators were
produced). It is a composite of skier days, enplanements, lodging nights, restaurant spending and other
consumer spending. the components are equally weighted and restaurant and consumer spending are
adjusted for inflation, using the Denver-Boulder Consumer Price Index, which is the only local inflation
indicator available. On an annualized basis, the indicator peaked in 1993-94, fell in 1994-95, then reached
a new high during the last season, It is a much broader measure of the impact of winter tourism on the
state than skier days~
The Colorado Winter Tourism Indicators and the Colorado Ski Index are prepared monthly from November
through April by The Adams Group, Inc, and provide an early look at the peilonnance of the state's
important winter tourism industry. They are based on a mail and telephone survey of approximately 150
businesses operating in the state's nine major ski counties, and also include the Denver and Colorado
Springs airports with a one month lag, Phone calls are made during the first 12 days of the month under
the direction of Dr. Tucker Hart Adams,
COLORADO WINTER TOURISM INDICATORS
November 1996. April 1997
vs.
November 1995 April 1996
Enpianements Up 4~3%
Lodging Nights Up 4~6%
Restaurant Spending Down 0,8%
Other Consumer Spending Up 5~1%
Skier Days'~ Up 3,8%
COLORADO SKI INDEX 109.1
(1991-92 = 100)
Restaurants open more than one year
Estimate based on 11.8 million skier days.
COLORADO SKI COUNTRY USA SKIER VISITS
1993-94 1994-95 1995-96 1996-97
Aspen Highlands 106,197 159,288 153,754 157,053
Aspen Mountain 359,846 329,535 322,338 334,512
Buttennilk 172,948 168,439 175,940 154,028
Crested Butte 530,088 485,840 507,309 519,250
Cuchara Valley 17,300 DNO 19,735 DNO
Howelsen Hill 16,171 14,095 17,768 18,736
Monarch 158,148 162,982 136,074 145,733
Powderhorn 61,202 80,241 52,466 71,689
Purgatory 302,103 382,839 307,442 341,643
Snowmass 814,852 767,509 690,067 788,620
Steamboat 1,021,149 1,013,608 1,017,342 1,102,751
Sunlight 88,251 93,952 91,078 102,625
Telluride 300,388 301,748 270,916 306,507
Wolf Creek 140456 157995 124.478
Totals 4,089,099 4,118,089 3,886,717 4,196,118
7,96%
FRONT RANGE DESTINATION RESORTS
Arapahos Basin 257,358 262,240 241,435 210,427*
Arrowhead 23,721 28,641 21,729 DNO
Beaver Creek 504,515 538,897 554,443 644,456*
Breckenridge 1,215,013 1,227,357 1,357,790 1,332,761*
Copper Mountain 842,210 770,973 967,074 918,233*
Keystone 1,095,857 1,042,171 1,057,568 1,213,347*
SilverCreek 93,616 92,547 91,016 95,401
Vail 1,627,598 1,568,360 1,652,247 1,687,039*
Winter Park 1,008,040 986,077 1,012,580 985,168*
Totals 6,557,929 5,517,263 6,955,882 7,086,832
1.88%
FRONT RANGE RESORTS
Eldora 145,011 145,370 171,073 174,237
Loveland 295,000 258,000 307,200 251,100
Ski Cooper 67,193 66,404 66,186 68,299
Totals 507,204 469,774 544,459 493,636
-9.33%
TOTAL 11,164,232 11,105,106 11,387,058 11,775,586
Number Increase/Decrease 52,942 (59,126) 281,952 389,528
Percent Increase/Decrease 0.48% 0.53% 2.54% 3.42%
PROJECTED 1996/97 YEAR END TOTAL 11,800,000 +3.63%
*ed areas do not have final numbers due to end of season adjustments or
are still in operation.
*-TravelBank.Com-*
COLORADO SKI SEASON BREAKS RECORDS
(DENVER, May 28, 1997) -- Colorado's 1996-97 ski season ended on an all-time
high, posting a strong 3.6% increase in skier visits and pushing the
Colorado Ski Index to a record 109.1
The 1996-97 Colorado Ski Index, prepared by The Adams Group Inc. for
Colorado Ski Country USA, broke the previous record of 108.6 set during the
1993-94 season and came in well above the 106.7 posted for the 1995-96 season.
The annual report, under the direction of economist Dr. Tucker Hart Adams,
showed skier days up 3.6% over the 1995-96 ski season based on an estaimated
11.8 million skier visits. Enplanements were up 4.3%, lodging nights up
4.6% and other consumer spending up 5.1% over the 1995-96 ski season.
Restaurant spending was flat, down a scant 0.8%.
"We knew we had a great season and these numbers from an independent source
bear this out," said John Frew, president and chief executive officer of
Colorado Ski Country USA, the trade association representing Colorado's ski
industry. "From November's fabulous snowfall through spring's strong
finish, our resort operators kept up the momentum to build market share in
an otherwise flat industry.
"We're particularly pleased with the 4.3% jump in enplanements, which
indicates our resorts efforts to add new flights into their resort airports
were successful," said Frew. "And ground transportation companies --
primarily operating out of Denver International Airport -- reported a record
number of passengers in March and an astounding 18% jump for the season.
"We wouldn't be reporting these successes if President Clinton hadn't
intervened to avert a strike by American Airlines pilots which would have
hit at the onset of our crucial President's Day Weekend," Frew added. "Air
access is key to our industry's success and from the results of this season,
we can see we're over the hurdle of confusion about DIA operations and the
loss of Continental Express in 1990."
The Colorado Ski Index -- new this season -- provides a single figure to
measure the performance of the winter tourism industry against the base year
1991-92 -- the first year that the Colorado Ski Indicators were produced.
It is a composite of skier days, enplanements, lodging nights, restaurant
and consumer spending. Restaurant and consumer spending are adjusted for
inflation.
The Colorado Winter Tourism Indicators and the Colorado Ski Index are
prepared monthly from November through April and compiled into an annual
report by The Adams Group for CSCUSA. They are based on a mail and telephone
survey of about 150 businesses operating in the state's nine major ski
counties, and also include the Denver and Colorado Springs airports with a
one-month lag. Phone calls are made during the first 12 days of the month.
CSCUSA is the non-profit industry trade group representing 23 Colorado ski
areas.
*-TravelBank.Com-*
COLORADO WINTER TOURISM INDICATORS
1996-1997
Strong performances in March and April boosted the Colorado Ski Index to an
all time high of 109.1. This was above the previous record of 108.6 that
was attained in the 1993-94 season and well above the 106.7 posted for the
1995-96 season.
New flights were added at resort airports throughout the season and
enplanements rose 4.3% for the season. Ground transportation companies
reported moving the most passengers in their history in March and were up
18.0% for the season.
Lodging nights posted a solid gain of 4.6%, while skier days rose a strong
3.6% for the season. Although final data are not yet available, an
estimated 11.8 million skier days were enjoyed on Colorado slopes during the
1996-97 season.
Retail spending, which combines visitor and local activity, was mixed.
Restaurant spending at establishments open more than a year was flat.
Increases at the Destination resorts were offset by declines in the Front
Range Destination areas, for a fractional decline of 0.8%. Season-to-date,
other consumer spending rose 5.1%, substantially ahead of reported inflation
both nationally and in metropolitan Denver.
The new Colorado Ski Index provides a single figure to measure the
performance of the important winter tourism industry against the base year
of 1991-92 (the first year that the Colorado Ski Indicators were produced).
It is a composite of skier days, enplanements, lodging nights, restaurant
spending and other consumer spending. The components are equally weighted
and restaurant and consumer spending are adjusted for inflation, using the
Denver-Boulder Consumer Price Index, which is the only local inflation
indicator available. On an annualized basis, the indicator peaked in
1993-94, fell in 1994-95, then reached a new high during the last season.
It is a much broader measure of the impact of winter tourism on the state
than skier days.
The Colorado Winter Tourism Indicators and the Colorado Ski Index are
prepared monthly from November through April by The Adams Group, Inc. and
provide an early look at the performance of the state's important winter
tourism industry. They are based on a mail and telephone survey of
approximately 150 businesses operating in the state's nine major ski
counties, and also include the Denver and Colorado Springs airports with a
one month lag. Phone calls are made during the first 12 days of the month
under the direction of Dr. Tucker Hart Adams.
COLORADO WINTER TOURISM INDICATORS
November 1996 - April 1997 vs. November 1995 -April 1996
_____________________________________________________________
Enplanements Up 4.3%
Lodging Nights Up 4.6%
Restaurant Spending* Down 0.8%
Other Consumer Spending
Up 5.1%
Skier Days** Up 3.6%
COLORADO SKI INDEX 109.1
(1991-92 = 100)
* Restaurants open more than one year.
** Estimate based on 11.8 million skier days.
=============================================================
*-TravelBank.Com-*
CSCUSA HONORS GERALD GROSWOLD AT ANNUAL MEETING
(DENVER, May 28,1997) - Colorado Ski Country USA on Wednesday honored Winter
Park President and Chief Executive Officer Gerald Gmswold with the trade
association's Lifetime Achievement Award.
John Frew, OSCUSA president and chief executive officer, and several of
Groswold's colleagues in the ski industry presented the award during the ski
industry association's annual meeting at The Broadmoor in Colorado Springs.
Groswold earlier this year announced he is retiring after a career in the
ski industry that spans more than 60 years.
"From that first summer in 1939 when he was a water boy for volunteers who
cut Winter Park's first trails until he moved up the ranks to become chairman
and then president of Winter Park Resort, Jerry has exemplified what skiing is
all about-- fun," said Frew. "His on thejob leadership in the industry will be
missed, but we suspect his passion for the sport will drive him to keep a close
watch over the industry he loves and remind us all what it's all about,
"Besides, we know we'll see him regularly skiing on the mountain with his
grnndchiIdren."
Gnoswold, a past chairnan of CSCUSA and member of the board of trustees,
helped shape the 34-year old trade association into the respected industry voice
on public policy issues, and markefing and communications efforts that it is
today, added Frew, Griswold, the son of Colorado's first manufacturer of Alpine
skis - which carry the family name and legacy - is a Denver native of Noreeegian
ancestry.
He earned both a law degree and a Masters in Business Administration from
the University of Denver. In his early law practice, most notably with
Transamerica Title Insurance Co. and with Fuller and Company of Denver, Groswold
maintained a heartfelt relationship with developing the Winter Park ski area He
served as a volunteer member of the Winter Park Recreational Association from
1959 to 1975, and was its chairman from 1969 to 1975, before being appointed
president.
He personally has overseen one of the largest ski area expansions in
Colorado history with the building of Mary Jane mountain; the development of the
then-largest snowmaking installation in the state; the development of winter
transportation programs; and summer resort programs. He has spearheaded efforts
to acquire lands at the base of the ski area for the development of a pedestrian
village, as well as expansion of the Master Development Plan, Groswold "s a
major proponent of the National Sports Center for the Disabled and the
Winter Park Nordic Jumping School and has led the development of both, He is
currently a member of the American and Colorado Bar Associations, the advisory
board of the Colorado Ski Museum, and a board member of the Arlberg Insurance
Company, Groswold has been honored as a ski industry leader with his induction
into the National Ski Hall of Fame in 1986 and his induction into the Colorado
Ski Hall of Fame in 1987. He was a recipient of the Executive of the Year Award
by The Executive Club of the University of Colorado in 1989, the Service
Colorado Award of Colorado Mountain College in 1989, the Thome Ecological
Institute Environmental Award in 1990, The Professional Achievement Award of the
University of Denver Alumni Association in 1992, and most recently, the Julius
Blegen Award by U.S, Skiing in May of 1995 and the i996~97 prestigious Carson
White Golden Quill Award by the North American Ski Joumalists Association,
His professional associations include:
Member at American, Colorado a Denver Bar Associations
Member, Advisory Board, Colorado Ski Museum
Member, Aribery Insurance Company
Founder of tne \Mnter Park Jumping School
Winter Park Handicap Program (now referned to as the National Sports
Center for the Disabled, helped establish in 1969 and instrumental in its
growth
Past Secretary and member ofthe Alpine Race Committee VIlI Winter
Olympics, Squaw Valley, california
Past Vice President of organizing committee for Eighth Inter Ski, Aspen,
Colorado
Past member at the 1979 Denver Olympic Committee
Past Chairman, United Ski IndustrIes Association - term expired 5/4/91 -he
was the first onairman of this new organization which was a merger of
NSAA and SIA
Past Chairman, Organizing committee, 7 times, National Intercollegiate Ski
Championships
Past Chairman, Organizing Committee, 4 times, National Junior Ski
Championships
Past Nordic Technical Delegate, 2 limes, National Junior Ski Championships
Past Chairman, Ornanizing Committee, National Alpine Championships
Past Chairman of Colorado Tourism Board
Past Chairman and rnember, Board of Trustees, Colorado Ski Country USA
Past member, Colorado Passenger Tramway Safety Board
Past member, Board of Directors, American Ski Federation
Served as Member, Board of Directors, United States Ski Association
Served as Member, Denver Chamber of Commerce, Obvernmentai Affairs
Steering Council
Inducted into Colorado Ski Hall of Fame, 1987
Inducted into National Ski Hall of Fame, 1989
Recipient of 1996-9/Carson While Golden Oulil Award by North American Ski
Journalists
Recipient of Julius Blegen Award, U,S, Skiing, 5113(95
Recipient of The Pmfessional Achievement Award, University of Denver
piumni Association, 3121192
Recipient of 1990 Thorne Ecological Institue Environmental Award
Recipient of 1989 Executive of the Year Award by The Executive Club of
University cf Colorado
Recipient 1989 Service Colorado Award, Colorado Mountain College
Recipient of Robert P. Lesage Memorial Award, 1987, Rocky Mountain Lift
Association
Recipient of James R. Winthers Award, 1982, National Handicap Sports and
Recreation Association
Recipient of Friends of Skiing Award, 1981, National Ski Areas Association
Recipient of Haistead Memorial Award, 1951, Rocky Mountain Division
*-TravelBank.Com-*
COLORADO WINTER TOURISM INDICATORS
November 1996 - February 1997
The upward momentum in Colorado skiing slowed in February, as
activity took a tumble over the important President's Day week-end.
This is the traditionally the state's busiest ski week-end and
accounts for almost 20% of the month's total.
Despite this, the Colorado Ski Index remained comfortably above its
level last season at 109.2 (106.7 for the entire 1995/96 season).
All indicators with the exception of Other Consumer Spending
declined in February. Enplanements dropped 6.7% in the Destination
Resort counties. For the entire nine county region, lodging nights
declined 1.6%, restaurant spending fell 9.6% and skier days were off
1.8%. Ski areas in the far western part of the state showed more
strength than those with central and Front Range locations. Other
consumer spending, which picks up the more of the activity of local
residents and nonresidents who own homes in the resort areas,
increased a strong 13.3%.
Season-to-date (November through February), most indicators were up.
Enplanements at Destination Resort areas increased 1.0%, while Front
Range (Denver, Colorado Springs and Eagle County Airports) passenger
boardings were up 4.4% (data only available through January).
Lodging nights increased 4.0% and other consumer spending rose 8.6%,
with strength again concentrated in the far western resorts.
Restaurant spending was down 2.1%, with declines across the entire
region. Skier days rose 3.6%.
The new Colorado Ski Index provides a single figure to measure the
performance of the important winter tourism industry against the
base year of 1991-92 (the first year that the Colorado Ski
Indicators were produced). It is a composite of skier days,
enplanements, lodging nights, restaurant spending and other consumer
spending. The components are equally weighted and restaurant and
consumer spending are adjusted for inflation, using the Denver-
Boulder Consumer Price Index, which is the only local inflation
indicator available. On an annualized basis, the indicator
peaked in 1993-94, fell in 1994-95, then regained some of the lost
ground during the last season. It is a much broader measure of the
impact of winter tourism on the state than skier days are.
The Colorado Winter Tourism Indicators and the Colorado Ski Index
are prepared monthly from November through April by The Adams Group,
Inc. and provide an early look at the performance of the state's
important winter tourism industry. They are based on a mail and
telephone survey of approximately 150 businesses operating in the
state's nine major ski counties, and also include the Denver and
Colorado Springs airports with a one month lag. Phone calls are
made during the first 12 days of the month under the direction of
Dr. Tucker Hart Adams.
COLORADO WINTER TOURISM INDICATORS
February 1997 November1996-February
1997 vs vs
February 1996 November 1995-February
1996
__________________________________________________________________
Enplanements
Destination Resort Down 6.7% Up 1.0%
Front Range* n/a Up 4.4%
Lodging Nights Down 1.6% Up 4.0%
Restaurant Spending Down 9.6% Down 2.1%
Other Consumer Spending Up 13.3% Up 8.6%
Skier Days Down 1.8% Up 3.6%
COLORADO SKI INDEX 109.2
(1991-92 = 100)
* Denver, Colorado Springs and Eagle County Airports: Front Range
passenger boarding data through January..
*-TravelBank.Com-*
METROPOLITAN DENVER TOURISM INDICATORS
1996
Tourism was down in metropolitan Denver in the fourth quarter, but posted
growth in most sectors for the year. Denver County outperformed the rest of the
metro area in the sectors most heavily impacted by business travel, while the
outlying counties did better in the personal tourism arena. Statewide, business
travel outperformed personal travel for most of 1996.
Attraction attendance fell sharply across the metro area, with only a few
survey respondants reporting gains in the fourth quarter. Visits were off 4.6%
in Denver County and 4.5% metro-wide. For the year, attendance dropped 1.4% in
Denver County and was flat in the seven county area. Earlier this month,
several large attractions announced declines for 1996 ranging as high as 25%.
Restaurant sales at establishments open for more than a year were the best
performer in the fourth quarter. They rose 1.5% in Denver County and 4.8%
metro-wide. For the year they posted a small decline in Denver County but rose
10.8% in the outlying counties for an annual gain of 1.4%.
Lodging nights is the indicator most affected by business and convention travel.
It is also the purest indicator of tourist activity, since few locals choose to
spend a night in a local hotel. In the fourth quarter, lodging nights rose 3.1%
in Denver County and 6.8% in the entire metro area. For the year, they
increased 1.5% in the metro area. The occupancy rate averaged 72.3%,
approximately even with the last two years, while room rates continued to rise,
up 8.6% to $77.58.
Other consumer spending at stores open more than one year declined 7.5% in
Denver County in the fourth quarter and was down by a similar amount metro-wide.
For the year, it posted a modest increase, up 1.1% in Denver County and 1.3% for
the seven county metro region. The impact of the Park Meadows shopping center
and other new stores in southeast Denver is evident.
The growth in gambling revenues slowed through 1996, up only 1% in the fourth
quarter. For the year, revenues in Gilpin County (Black Hawk and Central City)
rose 6.4%.
Transportation, which combines business and personal travel, posted steady gains
throughout 1996. In the fourth quarter (data only available through December),
passenger boardings rose 3.5% and ground transportation increased 2.5%. Over
the last 12 months, the increases were 3.6% and 3.8% respectively.
Overall, the data for 1996 indicate that business and convention travel posted
solid increases but personal travel gains were modest. Attractions were
particularly hard hit.
The Metropolitan Denver Quarterly Tourism Indicators are compiled by The Adams
Group, Inc. under the direction of Dr. Tucker Hart Adams. A mail and phone
survey of a representative sample of approximately 150 businesses in the seven
county metropolitan Denver region is surveyed during the last two weeks of the
month and indicators are released quarterly. Establishments are chosen that
receive a significant portion of their business from customers from outside the
metro Denver area.
Lodging data are provided by the Rocky Mountain Lodging Report.
____________________________________________
METROPOLITAN DENVER TOURISM INDICATORS
Fourth Quarter 1996
(Adams, Arapahoe, Boulder, Denver, Douglas, Gilpin and Jefferson Counties)
Fourth Quarter 1996
Attraction Attendance
Denver County Down 4.6% .....Down 1.4%
Other Metro Down 4.2% ..... Up 3.7%
METRO Down 4.5% Down 0.1%
Restaurant Spending (same store sales)
Denver County Up 1.5% Down 2.2%
Other Metro Up 12.7% Up 10.8%
METRO Up 4.8% Up 1.4%
Other Consumer Spending (same store sales)
Denver County Down 7.5% Up 1.1%
Other Metro Down 3.3% Up 5.7%
METRO Down 7.4% Up 1.3%
Lodging Nights
Denver County Up 3.1% n/a
Boulder County Down 1.3% Down 0.6%
Other Metro Up 14.0% Up 1.2%
METRO Up 6.8% Up 1.5%
Gambling Revenues Up 1.0% Up 6.4%
Transportation
Air (through November) Up 3.5% Up 3.6%
Ground Up 2.5% Up 3.8%
Source: The Adams Group, Inc.
Lodging data provided by Rocky Mountain Lodging Report.
*-TravelBank.Com-*
COLORADO WINTER TOURISM INDICATORS
November-December 1996
The ski industry in Colorado continued to outpace last season in December,
although the rate of growth slowed from November. The new Colorado Ski Index
rose to 116.0, up from 106.8 for the 1995-96 season.
Data for the month of December were distorted by the timing of the New Year's
holiday weekend. In 1995, New Year's fell on Monday, which meant most of the
activity connected with the holiday occurred on a December week-end. In 1996,
New Year's was on Wednesday, which meant skiers divided their vacations between
the last week-end in December and the first week-end in January. As a result,
holiday skier visits declined 7.6% in December.
Influenced by the same timing factor, lodging nights posted a 4.1% decline for
the month, but rose 7.8% season-to-date. Restaurant spending dropped 4.7% for
the month and was flat season-to-date. Other consumer spending increased 13.6%
in December and 14.6% season-to-date. This category continues to be heavily
influenced by second home owners (reported to be the majority of home owners
in the Vail area), who behave differently from the traditional short stay
tourist but still have a huge impact on retail spending. Skier days rose 1.8%
despite the holiday week drop and are up 7.2% for the season. The resort
airports reported that passenger boardings soared 21.7% for the month and 14.7%
for the season.
Preliminary data from Front Range airports showed a 3.6% increase for the two
month season.
The new Colorado Ski Index provides a single figure to measure the performance
of the important winter tourism industry against the base year of 1991-92 (the
first year that the Colorado Ski Indicators were produced). It is a composite
of skier days, enplanements, lodging nights, restaurant spending and other
consumer spending. The components are equally weighted and restaurant and
consumer spending are adjusted for inflation, using the Denver-Boulder Consumer
Price Index, which is the only local inflation indicator available. On an
annualized basis, the indicator peaked in 1993-94, fell in 1994-95, then
regained some of the lost ground during the last season. It is a much broader
measure of the impact of winter tourism on the state than skier days are.
The Colorado Winter Tourism Indicators and the Colorado Ski Index are prepared
monthly from November through April by The Adams Group, Inc. and provide an
early look at the performance of the state's important winter tourism industry.
They are based on a mail and telephone survey of approximately 150 businesses
operating in the state's nine major ski counties, and also include the Denver
and Colorado Springs airports with a one month lag. Phone calls are made during
the first 12 days of the month under the direction of Dr. Tucker Hart Adams.
December 1996 November-December 1996
vs vs
December 1995 November-December 1995
__________________________________________________________________
Enplanements
Mountain Resort Up 21.7% Up 14.7%
Front Range* Up 20.8% Up 3.6%
Lodging Nights Down 4.1% Up 7.8%
Restaurant Spending Down 4.7% Down 0.1%
Other Consumer Spending Up 10.9% Up 12.3%
Skier Days Up 1.8% Up 7.2%
COLORADO SKI INDEX 115.6
(1991-92 = 100)
* Colorado Springs only for December.
*-www.travelbank.com-*
COLORADO SKI INDICATORS
Three Year Trend Analysis
1993/94-1995/96
Skiing bounced back in Colorado in the 1996/97 season, as skier days
posted their best record in hisory. With almost 11.4 million skiers
hitting the Colorado slopes, the new record bested the old one set
in the 1993/94 season by 2.06%.
Despite the incremental increase, data continue to show that skiing
is a mature industry and that growth requires expensive capital
investment to take market share from the competition. The state's
winter tourist industry has also been hurt by the loss of the
statewide advertising campaign which resulted from the elimination
of the Colorado Tourism Board following the 1992 vote to discontinue
the tourism tax which funded it. This left Colorado as the only
state without a government funded tourism agency. Skiing has been
hurt less than other components of Colorado tourism, since its has
its own trade group, Colorado Ski Country USA, which has a national
presence.
Tourism is Colorado's second largest "basic" industry, after
manufacturing. Basic industries are those that bring new dollars
into the state. These new dollars are recirculated throughout the
economy as they are spent and resent, creating additional jobs and
income for Colorado residents. This is the multiplier at work.
Spending in Colorado did not fare as well as actual skier days.
Lodging nights posted their second decline, off 0.3%, after a 4.9%
gain threeyears ago. Spending at restaurants in business more than
a year rose 5.8%, only slightly ahead of the Denver-Boulder
metropolitan area's 4.9% inflation. Other retail spending rose a
comparable 6.0%. In the 1994-95 season, both of these measures
declined. In terms of the impact on the state's economy, its is how
much skiers spend, not whether or not they ski, that is important.
Passenger boardings at airports in the state's nine mountain resort
counties showed a strong 10.7% gain. This is a statistical
aberration resulting from data distorted by the loss of Continental
Airline flights in 1994. It is apparent that other airlines are
picking up the slack left by the Continental Departure.
The Colorado Ski Indicators are prepared by The Adams Group, Inc.
under the direction of Dr. Tucker Hart Adams. They are based on a
survey of approxiamtely 150 businesses in the state's nine major ski
counties. Data are collected during the first 12 days of the month
for the previous month and released around the 17th by Colorado Ski
Country U.S.A.
COLORADO SKI INDICATORS
Three Year Trend Analysis
1993/94-1995/96
1995/96 1994/95 1993/94
======================================
Enplanements Up 10.7% Down 8.4% Up 1.1%
Lodging Nights Down 0.3% Down 0.6% Up 4.9%
Restaurants Up 5.8% Down 0.9% Up 6.7%
Other Retail Up 6.0% Down 3.9% Up 11.6%
Skier Days 11,394,090 11,105,106 11,164,232
Up 2.6% Down 0.53% Up 0.48%
*-www.travelbank.com-*
SUMMER TOURISM INDICATORS
Colorado ended the summer tourist season on a strong note, due in
large measure to the fact that two of the three Labor Day week-end holidays fell
in August. In 1995, the Labor Day week-end, which brings many tourists to the
state, was all in September.
Lodging nights continued to climb, based on rooms occupied, although
the occupancy rate (the ratio of rooms occupied to available rooms) in many
parts of the state was below the previous year for much of the summer. For the
May through August period, lodging nights rose 4.1% and, for the month of
August, were up 6.1%.
For the month of August, the occupancy rate in metropolitan Denver was 86.3%, up
from 85.1% a year earlier, according to the Rocky Mountain Lodging Report.
Restaurant spending rose 4.6% season-to-date, slightly ahead of the
Denver metropolitan area's inflation rate of 3.5% in the first half of
1996. In August, restaurant spending increased 6.0%. Other consumer spending
was up 4.8% both for the season and for the most recent month.
Gaming revenues (Cripple Creek, Black Hawk and Central City) soared
11.6% in August after modest gains in July. Season-to-date, gaming revenues
increased 7.9% over May-August 1995.
Visits to Welcome Centers and a sample of tourist attractions across
the state declined in August, in contrast to many other measures. Welcome
Center visits were down 0.1%, while attraction attendance slipped by 3.4%.
Season-to-date, Welcome Centers reported a 5.1% drop in traffic, while
attraction attendance was up 1.2%. Welcome Center and attraction data are more
indicative of vacation travel than of business travel.
Enplanements, which are an indicator of the number of visitors
coming from outside the region, were soft. For the nine Mountain Resort
counties, they rose 0.6% for the month, but were down 1.1% for the season.
Front Range airports, which handle a large amount of nontourist travel, reported
an 11% increase in passenger boardings for August and an 8.3% gain for the
season. (Note: Denver International Airport data were only available through
July when the indicators were prepared.) There is a great deal of anecdotal
evidence that Colorado's tourist industry has become more regional since the
loss of the national advertising campaign three years ago and that business
travel has been stronger than vacation travel. The enplanement data support
this hypothesis.
The performance of the state's important tourist industry, which is
the second largest generator of new dollars after manufacturing, varied by
location. Rocky Mountain National Park, for example, announced that for the
eight months ending in August, visits were up 5.6% and were on course to surpass
the Park record of 3.15 million set in 1994. The Grand Junction Visitor and
Convention Bureau reported a 23% decline in brochures mailed, but a 2% increase
in lodging tax. Denver expects to host a record number of convention visitors,
with 41 major conventions drawing 189,000 delegates, a 70% increase over 1995.
The Eisenhower Tunnel had its busiest month in history in August, with an 8.4%
increase in traffic to almost a million cars. Year-to-date, traffic is up 6.5%.
The summer tourist indicators are based on a mail and telephone
survey of over 300 businesses in the state's major tourist centers. These
include southwest Colorado, the Front Range and the nine major mountain resort
counties. The data are collected monthly by The Adams Group, Inc., under the
direction of Dr. Tucker Hart Adams.
Plans are underway to develop a Colorado Tourism Index that will
combine a number of indicators into a single measure of the state's tourist
activity.
*-TravelBank.Com-*
SUMMER TOURISM INDICATORS
August 1996 May-August 1996
vs vs
August 1995 May-August 1995
__________________________________________________________________
Enplanements
Mountain Resort Up 0.6% Down 1.1%
Front Range (through July) Up 11.0% Up 8.3%
Lodging Nights Up 4.1% Up 6.1%
Restaurant Spending Up 6.0% Up 4.6%
Other Consumer Spending Up 4.8% Up 4.8%
Selected Statewide Attractions Down 3.4% Up 1.2%
Welcome Centers Down 0.1% Down 5.1%
Gaming Revenues Up 11.6% Up 7.9%
*-www.travelbank.com-*
June 21, 1996
ANNUAL LONGWOODS STUDY FINDS
DENVER'S TRAVEL INDUSTRY HEALTHY IN 1995
Denver's travel industry enjoyed a strong year in 1995, according to the
annual Longwoods Study, commissioned by the Denver Metro Convention & Visitors
Bureau.
This is the fifth year that Longwoods International has measured Denver's
travel industry through a survey of 200,000 Americans.
In 1995, the study determined that Denver had a total of 5.3 million
overnight pleasure visitors and 1.9 million overnight business travelers. This
was approximately the same number of people who visited in each category in
1994. An additional 2.5 million people spent some time in Denver, but did not
stay overnight.
There were another 10.9 million overnight visitors in Colorado in 1995 who
either passed through Denver without stopping or bypassed the city altogether,
creating a huge potential market for filture business.
Colorado entertalned 20.8 million visitors in 1995, a 2% increase over 1994
figures. This was the first time Colorado has increased in visitors since the
demise of the Colorado Tourism Board in 1992.
Three Trends Surface
According to Bureau president Eugene Dilbeck, three trends presented
themselves in the 1995 research.
"The three most significant trends in 1995 were:
1.) We are losing our national market share and becoming more of a regional
destination;
2.) We saw a significant increase in the number of people driving to Denver and
a corresponding drop in the number of visitors flying to Denver; and 3.) We
saw an increase in the number of pleasure visitors staying in hotels and
motels," Dilbeck said.
In the area of national market share, Dilbeck noted that in 1995, Denver
attracted more visitors from nearby states and fewer visitors from outlying
states than in 1994. "In 1995, the number of visitors Denver entertained from
California, New York, Illinois, Minnesota, Texas and Florida all dropped from
1994 levels. At the same time, we saw an increase in the number of visitors
coming to Denver from Colorado, Nebraska, Arizona, New Mexico, Kansas, and
Oklahoma."
According to Dilbeck, this means that Denver is shifting to a regional
destination and losing share in the national market. "Without adequate national
advertising, the only people who lmow how great a destination Denver is becoming
are those who live in the region.
Unfortunately, the population of our region does not compare to the population
of the markets where we are declining, and that is one of the reasons why our
overall numbers are flat for 1995," Dilbeck sald.
In means of transportation used to come to Denver, those pleasure visitors
arriving by alr dropped from 52% in 1994 to 30% in 1995. At the same time, the
number arriving by car jumped from 40% in 1994 to 58% in 1995. Dilbeck says this
is consistent with where the visitors are coming from. "Regional visitors are
more inclined to drive than fly. Shifting alifare prices associated with
Continental Airlines' large scale reduction in flights might also have played a
role in reducing pleasure air travel to Denver," Dilbeck sald.
He noted that the image study portion of the Longwoods study found that
prospective visitors rated Denver as less of a travel bargain in 1995 than in
1994. "In 1994, 43% of the people thought Denver was a good travel bargaln. In
1995, oniy 30% thought so," Dilbeck sald.
The third trend in the study was good news, Dilbeck said. "The amount of
people staying in hotels and motels jumped 6% in 1995 with 39% staying in hotels
and motels in Denver, versus 33% in 1994. This bucked a national trend which saw
a 7% reduction in the amount of people staying in motels and hotels," Dilbeck
sald.
He credited the shift to Bureau marketing activities which are directed at
out-of-town visitors who would stay in commercial properties. A total of 56% of
Denver's pleasure visitors stayed with friends and relatives in 1995.
Other Results
Top states sending visitors to Denver were (in order): Colorado,
California, Texas, Nebraska, Anzona, Kansas, New Mexico, New Jersey, Missouri,
Oklahoma, Illinois, Washington and New York.
Top urban areas sending visitors to Denver were (in order): Los Angeles,
San Frnndsco, New York Albuquerque, Dallas-Et. Worth, Kansas City, Salt Lake
City, Oklahoma City, Seattle, and Mimieapolis-St. Paul.
Due to Denver's geographic isolation, over 70% of the pleasure visitors and
even more business visitors traveled 500 miles or more to get to Denver. This is
more than twice the national average. Because of this, Denver visitors tend to
plan and book their trip flirther in advance, arrive by alr, and rent vehicles
for local travel more so that visitors to other cities. However, the amount of
people traveling long distances was less pronounced in 1995 than in previous
years due to Denver becoming more of a regional destination. In 1995, 25% of all
pleasure visitors came from within 500 miles as compared to only 17% in 1994.
Correspondingly, 6% fewer people traveled 1,000 miles or more to Denver in 1995
versus 1994.
Vacations were shorter in 1995, dropping from 3.5 nights in 1994 to 2.9
nights last year. However, the percentage of the entire Colorado trip that was
spent in Denver increased from 57% to 68%. The conclusion, according to Dilbeck,
is that regional visitors tend to spend less time on vacation than long-haul
travelers, but those regional visitors who did come to Colorado spent a larger
percentage of their time in Denver. Dilbeck states that this is due in part to
increased awareness of all there is to do in Denver and a national trend towards
shorter vacations. Business trips were longer, growing from an average of 3.5
nights to 3.7 nighis, indicating that more people were combining business with
pleasure and staying longer in Denver on vacation after the business was
concluded.
There were minor shifts in the most popular attractions for visitors in
1995 with the study showing that Denver pleasure visitors visited or saw (in
order): 16th Street Mall, Cherry Creek Shopping Center, Larimer Square, Lower
Downtown Ilistoric District, Castle Rock Factory Outlets, U.S. Mint, Shops at
Tabor Center, Coors Brewery, Colorado State Capitol, Buffalo Bill Museum, Red
Rocks Amphitheater, Denver Zoo, Elitch Gardens, Denver Performing Arts
Complex, and the Denver Museum of Natural History.
As in past studies, shopping and visiting retall centers were the most
popular activity with 6 of the top 7 attractions offering shopping and dining.
Denver's image stabilized in 1995, and the city did very well in comparison
to regional competitors including Phoenix, Seattle and Salt Lake, outscoring
them in categories such as exciting, popularity, scenery, sports, recreation,
climate and travel cost.
Denver's product delivery was once agaln strong. Visitors who were actually
in Denver rated the city better in almost every category than the perceptions of
Denver held by non-visitors.
The average daily expenditure per pleasure visitor as determined by
Longwoods increased in t995 from $51 to $55 and the average dally expenditure by
a business traveler increased from $91 to $106.
For the first time, a new study was conducted in 1995 to measure the true
economic impact that the travel industry has on the seven-county Metro Denver
area. Using a different methodology and a seven-county metro area base, this
study found that in t 995 travel generated $4.1 billion in spending in metro
Denver and supported 72,193 jobs. Bureau Comments
Dilbeck said that the study is most uselul in helping the Bureau prepare
its marketing plan for 1997. "We are able to target what publications and what
markets to advertise in, we are able to plan when to advertise, and we have a
good idea of who to try to reach, based on this research."
While most of the results are favorable, Dilbeck's biggest concern remalns
Denver's image. "We've made large galns since 1993 and some smaller galns since
1994, but most people in America still do not have a clear picture of all that
Denver offers as a tourism destination. People who actually visit here, go away
thinking that the city is a wonderfil vacation destination. But those who have
never been here don't lmow much about the city. That is why it is so important
that we continue the Destination Denver advertising campalgn to market and
promote Denver as a vacation destination," Dilbeck said.
The Bureau has put together a private and public partnership called
Destination Denver the past three years, conducting national advertising and
marketing for the city. In 1996, the Destination Denver campaign was valued at
$2.5 million with supplements in Travel & Leisure Magazine and ads in USA Today,
among other promotions. Last year, advertising generated over 180,000 inquiries
for tourism information. Studies show that each dollar invested in advertising
generated $29 in tourism spending in Denver.
Another concern, Dilbeck states, is the trend that Denver is becoming a
regional versus national destination. "We continue to lose the long-haul, out-
of-state visitor. Those visitors, who in the past came to Colorado, are now
going somewhere else. The only way to reverse that trend is to do more marketing
and advertising," he stated.
*-TravelBank.Com-*
WHAT A YEAR! AN OVERVIEW OF COLORADO SKI COUNTRY USA'S
1995/1996 SEASON
DENVER, Colo., June 6,1 996-By almost any measure, it was an exceptional year
for The Colorado ski industry, and for Colorado Ski Country USA (CSCUSA). Some
highlights of the 1995/1996 season:
* This year, skier visits will not only surpass last season's, but with
11,394,090 visits during The 1995-96 season, the Colorado ski industry set a new
benchmark. The season's total represents a growth of 2.6% over last year and
exceeds the previous all time record by 2%.
* The growth in skier visit numbers has had an impact upon the economy of
Colorado's resort communities. According to a study conducted by The Adams
Group, enplanements increased 11%, and restaurant spending and consumer spendin
each increased 6% over last year. in short, skiers along the Front Range skied
an extra day this year -- from an average of7 days per skier to 8.
* CSCUSA met its three major goals for the season: Convincing Aspen to rejoin
as a member, allowing the association to "play with a full deck," according to
CSCUSA president John Frew; providing proactive leadership in the public policy
arena, such as working to pass a tougher chain law to help reduce wintertime
closures on 1-70; and reestablishing an advertising budget for the first time in
four years, included as part of a 30% increase in the CSCUSA marketing budget.
* CSCUSA introduced two new logos and a new slogan, "Change Your AltitudeTM"
Although the organization will retain The name "Colorado Ski Country USA," a
new, trademarked name, "Colorado Snowboard Country USA TM" will be used with its
new logo in selected marketing progaams and publications. Frew explained,
"Colorado Ski Country USA provides stability.
Colorado Snowboard Country USA provides flexibility. We need both to succeed."
* CSCUSA renewed agreements with existing corporate sponsors and forged new
partnerships. The association's corporate sponsors now include: The Hertz
Corporation, United Airlines, M&M Mars, AT&T Wireless, Coors Brewing Company,
The Ski Train, The Denver Post, and KeyBank Thanks to multi-year agreements with
Coors, KeyBank and the Denver Post, CSCUSA will have the flexibility to grow
into new marketing arenas in the next few years.
Coors has committed to a minimum of $1 million over five years, Keybank has
agreed to $300,000 over the next three years, and the Denver Post has committed
$300,000 of in-kind contributions for next year with an option for four
additional years. Coors' commitment to CSCUSA is four times as large and five
times as long as it has ever been before.
"By any measure, Colorado's ski industry has had an extraordinary year," said
CSCUSA president John Frew.
Colorado Ski Country USA (CSCUSA) is the non-profit trade association
representing Colorado's ski industry. For 33 years, CSCUSA has provided services
to its member resorts in the areas of cooperative marketing, public policy and
communications.
COLORADO SKIER VISITS BREAK STATE RECORD
IN 1995/1996 SEASON
Tourism Indicators Show Strong Performance in Nearly Every Sector
DENVER, Colo., June 6, 1996--Colorado ski areas set an all time record in the
1995/1996 season. More skier visits were recorded in the 1995/1996 ski season
than in any previous season, with 11,394,090 skier days statewide. 1995/1996
marked the fourth consecative season duiiing which the state logged over 11
million skier visits.
Figures were released today by Colorado Ski Country USA (CSCUSA) at its 33rd
annual meeting at The Broadmoor. The skier visit totals represent a numerical
snapshot of the ski season statewide. A skier day represents one person skiing
or snowboarding or sliding downhill on other equipment for all or past of one
day.
"The figure represents an increase of 229,858 skier days over our previous
record of 11.16 million skier visits, set in the 1993/1994 season, and 2.6
percent growth over last season," said CSCUSA president John Frew. "Aggressive
marketing by CSCUSA and by individual resorts, coupled with record snowfall in
January 1996 and greatly improved highway access contributed to the excellent
skier tumout, particularly among Front Range skiers. To a large extent, we have
Coloradan skiers and snowboarders to Thank for this highly successful season."
The Winter 1995-96 Tourism Indicators also describe the strength of the past
season for the ski industry. Prepared by the Adams Group from data collected
from 150 businesses in Colorado's nine major tourist counties, the tourism
indicators gauge the health of the tourism industry by measuring performance in
five major categories: enplanements, lodging nights, restaurant spending, other
consumer spending, and skier days.
The 1995-96 season outperformed The 1994-95 season in every category except for
lodging nights, which remained statistically flat, falling .3 pernent.
Enplanements were up 10.7 percent, restaurant spending was up 5.8 percent, and
other consumer spending was up 6.0 percent. Throughout most of the season, the
Front Range and Front Range destination resorts, which receive more day skiers
from Denver and other Front Range cities, outperformed most westerly resorts,
another indication That high turnout by Colorado skiers and snowboarders was an
important component to the record number of skier visits in the past season.
*-TravelBank.Com-*
COLORADO Ski COUNTRY USA SKIER VISITS
1993-94 1994-95 1995-96
DESTINATION RESORTS
Aspen HIghlands 106,197 159,288 153,764
Aspen Mountain 359,846 329,535 322,338
Buttermilk 172,948 168,439 175,940
Crested Butte 530,088 485,840 507,309
Cuchana Valley 17,300 DNO 19,735
Howelson Hill 16,171 14,095 17,768
Monarch 158,148 162,982 136,074
Powderhorn 61,202 80,241 52,466
Purgatory 302,103 382,839 307,442
Ski Sunlight 88,251 93,952 91,078
Snowmass 814,852 767,509 690,067
Steamboat 1,021,149 1,013,606 1,017,342
Telluride 300,388 301,748 270,916
Wolf Creek 140,456 157,995 124,478
----------------------------------------------------------------
Totals 4,089,099 4,118,069 3,866,717
FRONT RANGE DESTINATION RESORTS
Arapahoe Basin 257,358 262,240 252,850 **
Arrowhead 23,721 28,641 21,729
Beaver Creek 504,516 538,897 554,443
Breckenridge 1,215,013 1,227,357 1,353,011
copper Mountain 842,210 770,973 967,074
Keystone 1,095,857 1,042,171 1,059,446
SilverCreek 93,516 92,547 91,016
Vail 1,527,698 1,568,360 1,652,247
Winter Park 1,008,040 986,077 1,012,580
Totals 6,567,929 6,517,263 6,954,396
FRONT RANGE RESORTS
Eldora 145,011 145,370 171,073
Loveland Basin 295,000 258,000 305,718
Ski Cooper 67,193 66,404 66,186
Totals 507,204 469,774 542,977
TOTAL 11,164,232 11,105,106 11,394,090 *
Number Increase/Decrease 52,942 (59,125) 288,964
Percent Increase/Decrease 0.48% -0.53% 2.60%
1995-96 Percent Increase Over The 1993-94 Season 2.06%
* This total could change slightly due to late season adjustments.
** This total is a year end estimate, still in operation as of 6-4-96.
*-TravelBank.Com-*
COLORADO SKI COUNTRY USA AND COORS BREWING COMPANY ANNOUNCE
MAJOR NEW SPONSORSHIP DEAL
DENVER, Colo., June 6,1996--At Colorado Ski Country USA's (CSCUSA) 33rd annual
meeting, held at the Broadmoor Hotel in Colorado Springs, CSCUSA and Coors
Brewing Company released the details of a new five-year, $1 million sponsorship.
The new agreement quadruples the dollar amount of previous arrangements between
the two entities.
The sponsorship includes many new opporiunities for Coors, particularly the
Coors Light brand, to gain exposure among skiers, snowboarders, and other
consumers. As CSCUSA's official beer, Coors Light will be fearured in four
special sections in the Denver Post during next ski season, and on many issues
of the Denver Post snow report, which runs daily in the sports section during
the ski season Coors Light will also be promoted in CSCUSA's consumer and travel
agent gaides, and will appear as the title sponsor for five of CSCUSA's cable
television shows on Prime Sports.
"This is a great opportunity, both for CSCUSA and for the Coors Brewing Company
We're proud to team up with Coors, a true Colorado institution and a name
synonymous with great beer and a great brewing heritage. We look forward to many
years of cooperation and partnership with the Coors Brewing Company, and of
course, we look forward to toasting all of our successes with Coors Light," said
John Frew, president of CSCUSA.
"CSCUSA and the attractions it represents are unsurpassed," said Robb Casena,
area vice president, Coors Brewing Company. "We believe the partnership brings a
natural synergy to both our efforts and will help extend the Colorado lifestyle
and all it has to offer to millions of local and national sports enthusiasts."
*-TravelBank.Com-*
COLORADO SKI COUNTRY USA NAMES STATE HOUSE REPRESENTATIVE
BRYAN SULLVANT AS 1996 LEGISLATOR OF THE YEAR
DENVEF, Colo., June 6, 1996--Each year, Colorado Ski Country USA (CSCUSA)
presents an award to the legislator who exemplifies the spirit of the late Bill
Foster, who served the Colorado ski industry as developer, sport bailder,
community leader and legislator. The 1996 Legislator of the Year award has been
presented to Representative Bryan Sullivant, a Republican representing
Colorado's 62nd House district. Rep. Sullivant received the award at CSCUSA's
33rd annual meeting today at The Broadinoor Hotel in Colorado Springs.
Representative Sullivant has shown a thorough understanding of issues important
to the ski industry. During the past legislative session, he championed
legislation critical to the health of the industry and to his district, which
includes Summit County, home to four ski areas and 3~5 million annual skier
visits.
Elected to the Colorado House of Representatives in November 1994, Sullivant is
a member of the Education Committee and the State, Veterans and Military Affairs
Committee He was named Freshman Representative of the Year by the Associated
Press in l996. In addition, he was awarded the Colorado Association of School
Boards' Legislative Excellence Award as the outstanding House Legislator in
matters of public education in the state of Colorado in 1995.
Sullivant and his wife, Melissa, live in Breckenridge, Colo., with their six-
year old daughter, Emily.
*-TravelBank.Com-*
COLORADO MOUNTAIN RESORT COMMUNITIES GIVE NEAR-RECORD
ECONOMIC PERFORMANCE IN FEBRUARY
DENVER, Colo., March 20, 1996--Colorado's nine mountain resort counties posted
near-record gains in every economic category in February 1996, according to a
study released today by Colorado Ski Country USA (CSCUSA).
"Skiers took advantage of the record Junuary snowfall throughout the state, as
demonstrated by the strong eoonomic activity in our resort communities last
month. Resorts in the southwesten portion of the state recovered significantly
in skier visits, while several ski areas along the 1-70 corridor posted record
numbers," explained John Frew, president of CSCUSA.
Skier visits rose 5.6 percent last month (up 1.2 percent, season to date), the
first actual increase this season. Inonically, skier visits over Pesidents' Day
weekend fell short (down 3.9 percent) of the record set over the three-day
holiday last season. Overall, more than 7.2 million skier visits have been
logged season to date, at a pace which will likely propel the Colorado ski
industry over the 11 million skier visit mark for the fourth consecutive year.
The two indicators tied directly to out-of-state tourism -- eaplanements and
lodging -- both posted sizable gains in February. Enplanemets increascd 9.2
percent last month (up 9.1 percent, season to date) and lodging nights rose 6.4
percent (up 0.4 percent, season to date). Restaurant spending increased 8.2
percent (3.8 percent, season to date) and other consumer retail spending
jmuped 10.5 percent (up 6.2 percent, season to date).
The winter tourism indicators are prepared by The Adams Group, Inc., under the
direction of Tucker Hart Admus, Ph.D. A mail and telephone survey of
approximately 150 businesses in the counties of Summit, Eagle, Grand, Pitkin,
Gunnison, San Miguel, Routt, La Plata and Chaffee is conducted during the first
15 days of each month.
*-TravelBank.Com-*
August 3,1995
Denver Tourism Posts Gains in First Half of 1995
------------------------------------------------
Despite a rainy spring, metropolitan Denver's important tourist industry
posted modest gains in the first half of 1995. Although visitor counts at
selected attractions in the seven county area fell, most other indicators rose,
including lodging which was up 6%, restaurant spending up 3.3% and gambling up
an impressive 22.2% over last year.
The study was the first of quarterly tourism indicator reports that will be
conducted by Dr. Tucker Hurt Adams of the Adams Group, Inc. on behalf of the
Denver Metro Convention & Visitors Bureau. According to Bureau president Eugene
Dilbeck, the reports will provide an immediate indicator of how the tourism
season is going. The Bureau will still conduct the annual Longwoods Research to
provide more detailed information about Denver visitors and the city's image.
Highlights of the First Half of Denvers 1995 Tourism Year
Lodging nights posted strong gains. Boulder County was up 5% with the other
metro Denver counties up 6.1% for an average 6% gain over the entire region. The
first quarter was stronger than the second.
Consumer spending followed the same pattern. The biggest increases were
seen in the first quarter where restaurant spending rose 5.7% and consumer
spending surged 11.6%. The wet April through June period saw smaller increases,
Spending was stronger in the City & County of Denver than in other counties,
which actually posted a small decline in the second quarter.
Although the survey is conducted with retailers who report that a
significant portion of their sales are to people from outside the region, the
retail spending category is more influenced by local spending than are the other
categories.
Gambling revenues in Gilpin County soared 20.9% in the first quarter and
23.3% in the second, adding to a strong 22.2% rise for the first half of 1995.
Transportation, which includes vans, limousines and rental cars, was up 4.2%
in the first quarter and 12.7% in the second, The opening of Denver
International Airport may have contributed to the strong second quarter
performance. ---
Meeting facility usage, which includes both local and national bookings, was
flat, declining 2.8% for the first six months.
Attendance at attractions in the City & County of Denver also remained flat,
dropping 3.1% for the first six months. However, attendance at attractions in
other metro counties outside of Denver dropped 16.5% in the second quarter, with
a fall of 14.3% for the first half of the year. The opening of Coors Field and
Elitch Gardens in the second quarter might have drawn more people to Denver and
away from surrounding county attractions.
According to Bureau president Eugene Dilbeck, the results are encournging.
"We are hearing that most areas around the state are either flat or suffering
drops in tourism Denver is showing modest gains in everything but attraction
attendance, and that could be down simply because there are so many new things
to do. The 64 restaurants and sports bars around LoDo, plus Coors Field, Elitch
Gardens and the Olympic Festival are all attractions vying for the visitor's
dollar. Since there is more to do, each individual attraction might see a little
drop in attendance," Dilbeck said.
The Metropolitan Denver Tourism Indicators report is prepared by The Adams
Group. Inc., under the director of Dr. Tucker Hart Adams for the Denver Metro
Convention & Visitors Bureau A mail and phone survey of approximately 250 local
area businesses is conducted during the third week of the month. Data will be
released quarterly. The Survey covers Adams, Arapaho, Boulder, Denver, Douglas,
Gilpin and Jefferson Counties.
*-TravelBank.Com-*
Preliminary Figures Show 11 Million Colorado Skiers in 1994/95 Season
COLORADO SPRINGS, Colo., May 25, 1995-Preliminary figures show the 1994/95
ski season to be Colorado's third best ever, with an estimated 11,022,872
million skier days statewide.
The preliminary figures were released today by Colorado Ski Country USA at
its annual meeting at The Broadmoor. Although the numbers are not yet final,
they represent a numerical snapshot of the ski season statewide. A skier day
represents one person skiing or snowboarding for all or part of a day.
Official season-end numbers will be announced in late June or early July.
Colorado Ski Country USA customarily releases official resort-by-resort skier-
day totals at its annual meeting.
Preliminary figures are being released because of the early date of the annual
meeting, extended ski seasons, and numerous off-site ticket sales outlets. Ski
industry officials anticipate only minor adjustments to the preliminary figures.
"The 11 million skier day figure represents a decline of only 1.26 percent
in comparison to the previous year, in which an alI-time record of 11.16 million
skier visits was set," said Vern Greco, chairman of the board of Colorado Ski
Country USA "Contrast this with-the fact that the winter of 1994/95 was the
fourth warmest on record in the state. The industry has effectively negated the
disastrous impact of varying snowfall totals with the investment of tens of
millions of dollars in advanced snowmaking and grooming. A slight dip in this
past season's skier-day record, compared to declines of 38 percent in 1977 and
30 percent in 1981, two previous low snow years, paints a drarnatically
different picture," he explained.
Final skier visit figures are expected to be released in late June.
Colorado Skier Days 1994-95 season (preliminary as of 5/30/95)
Resort # change % change Total 1994/95 Total 1993-94
Purgatory 80,743 26.73% 382,839 302,096
Aspen Highlands 53,091 49.99% 159,288 106,197
Vail 40,662 2.66% 1,568,360 1,527,698
Beaver Creek 34,381 6.81% 538,897 504,516
Powderhom 19,039 31.11% 80,241 61,202
Wolf Creek 17,539 12.49% 157,995 140,456
Ski Sunlight 5,701 6.46% 93,952 88,251
Telluride 1,360 0.45% 301,748 300,388
Arrowhead 4,920 20.74% 28,641 23,721
Breckenridge 914 0.08% 1,215,927 1,215,013
Eldora 359 0.25% 145,370 145,011
Ski Cooper -789 -1.17% 66,404 67,193
SilverCreek -969 -1.04% 92,547 93,516
Monarch -1,584 -1.00% 156,564 158,148
Howelsen -2,076 -12.84% 14,095 16,171
Buttermilk -4,509 -2.61% 168,439 172,948
Steamboat -7,543 -0.74% 1,013.606 1,021,149
Arapahoe Basin -17,358 -6.74% 240,000 257,358
Aspen Mountain -30,311 -8.42% 329,535 359,846
Crested Butte -44,248 -8.35% 485,840 530,088
Loveland -42,451 -14.39% 252,549 295,000
Snowmass -47.343 -5.81% 767,509 814,852
Keystone -53,612 -4.89% 1,042,245 1,095,857
Winter Park -55,732 -5.53% 952,308 1,008,040
Copper Mountain -71,237 -8.46% 770,973 842,210
Total: 11,025,872
For more details about the 1994/95 ski season, see Colorado Ski Country
press release on the back of this sheet. Skier-day figures are from CSCUSA.
1994/95 figures are preliminary and will vary slightly when official totals
are announced in July.
Final skier visit figures are expected to be released in late June"
1994-95 Colorado skier Visits
DESTINATION RESORTS
Aspen Highlands 159,288
Aspen Mountain 329,535
Buttermilk 168,439
Crested Butte Mountain Resort 485,840
Howelsen 14,095
Monarch 156,564
Powderhorn 80,241
Purgatory Resort 382,839
Snowmass 767,509
Steamboat 1,013,606
Ski Sunlight 93,952
Telluride 301,748
Wolf Creek 157.995
-----------
4,111,651 +55%
FRONT RANGE DESTINATION RESORTS
Arapahoe Basin 240,000
Arrowhead 27.641
Beaver Creek 538,897
Breckenridge 1,215,927
Copper Mountain 770,973
Keystone 1,042,245
SilverCreek 92,547
Vail 1,568,360
Winter Park 952,308
---------
6,448,898 -1.81%
FRONT RANGE
Eldora 143,370
Loveland 252,549
Ski Cooper 66,404
--------
462,323 -.88%
1 994-95 TOTAL 11,022,872 -1.26%
*-TravelBank.Com-*
APRIL SKI INDICATORS DOWN YET INDUSTRY POSTS THIRD BEST SEASON
DENVER, Colo., May 25, l995 Colorado's ski resort communities reported a decline
in all of the indicators for April except lodging, but still posted the third
best ski season ever with 11,022.872 (down 1.26%) million skier visits through
today, according to a report released by Colorado Ski Country USA. Final skier
visit figures will not be released until late June due to late season
adjustments.
In spite of the late spring snowstorms and excellent skiing conditions, skier
visits dipped slightly (0.2 percent) in April compared to the record 1993-94
season. Consumer spending suffered the greatest decline, dropping 16.5 percent
during the month. Enplanements into Colorado's regional airports declined
sharply as well, down 14.8 percent. Restaurant spending decreased 10.4 percent;
conversely, lodging rose by 10 percent.
Although the indicators for November 1994 through April 1995 are reported down,
industry officials claim skier visits will be recorded as the third best in the
history of Colorado skiing. With the pullout of Continental Express from
Colorado's regional airports and the drastic reduction in Continental's air
service to Denver, enplanements took the biggest hit this season with a decline
of 8.4 percent. Lodging and restaurant spending remained flat at 0.6 percent and
0.9 percent, respectively. Other consumer spending fell by 3.9 percent.
"Even with all the challenges the industry faced this season, the Colorado ski
areas overall gave a strong. stable performance. Our member resorts have
demonstrated an ability to respond well to changing demands in the marketplace,"
said Douglass Cogswell, president of CSCUSA. He added, "We are now, and will
continue to be, in the business of providing a world-class 'winter mountain
expenence'. In the seasons to come, we'll see more diversification of the
Colorado skiing product, translating into greater choice and added value for our
customers."
The Colorado Ski Indicators are prepared by The Adams Group, Inc., on a monthly
basis and provide an early look at the performance of the state's important
winter tourism industry. They are based on a telephone survey of approximately
150 businesses operating in the state's nine major ski counties Phone calls are
made during the first 12 days of the month under the direction of Tucker Hart
Adams, Ph.D. Next season, The Adams Group plans to update and expand the survey
sample in order to capture an even more accurate picture of the industry's
economic performance.
*-TravelBank.Com-*
APRIL COLORADO SKI INDICATORS
Dr. Tucker Hart Adams
Colorado's 1994-95 ski season came to an end in April, with all measures showing
a decline from the 1993-94 season A combination of bad luck and the loss of
Colorado Tourism Board national and international advertising campaigns
contributed to the drop. However, it was still the third best performance in the
history of the state's ski industry.
The airline industry suffered the biggest decline, due to the cancellation of
all Continental Express flights into Colorado's smaller airports. Passenger
boardings fell 8.4% through April Lodging nights had the smallest drop, down
0.6% for the season Restaurant sales were off 0.9%, while retail spending
contracted by 3.9%. For the month of April, passenger boardings were down
14.8%. Restaurant spending and other consumer spending fell by l0.4% and 16.5%,
respectively Lodging was the only category to post a gain, up 10% for the month.
Many lodging establishments are open only a few days at the beginning of the
month.
There were 11,022,872 skier days recorded during the 1994-95 season, 1.25% below
the record posted a year ago. For the month of April, skier days declined 0.2%
to 828,516.
The Colorado Ski Indicators are prepared by The Adams Group, Inc., and provide
an eariy look at the performance of the state's important winter tourism
industry. They are based on a telephone survey of approximately 150 businesses
operating in the state's nine major ski counties. Phone calls are made during
the first 12 days of the month under the direction of Tucker Hart Adams,
Ph.D.
Nov 1994 - April 1995 April 1995
vs vs
Nov 1993 - April 1994 April 1994
Enplanements Down 8.4% Down 14.8%
Lodging Nights Down 0.6% Up 10.0%
Restaurant Spending Down 0.9% Down 10.4%
Other Consumer Spending Down 3.9% Down 16.5%
Skier Visits (preliminary) Down 1.26% Down 0.2%
Colorado Springs Airport Up 4.9% Up 13.4%
Jan - March 1994 March 1994
vs vs
Jan - March 1995 March 1995
Denver International Airport Down 2.6% Down 3.8%
*-TravelBank.Com-*
COLORADO SKI INDICATORS
Three Year Trend Analysis
Prepared by Tucker Hart Adams, Ph.D.
Evidence that skiing is a mature industry is apparent in the three-year trend
analysis of the Colorado Ski Indicators. By almost every measure. growth has
slowed or actually declined.
Skier visits fell this year. In the 1992-93 season, skier visits peaked at
11,111,290, up 6.55% from the previous season Visits hit an all-time high in
1993-94 at 11,164,232, and then declined by 1.26% in 1994-95. Neverthless, the
11,022.872 skiers who visited Colorado slopes during the most recent season were
more than triple the number who skied in neighboring Utah.
More significant than skier days in assessing the ski industry's impact on the
state is the money spent in the ski counties. The new money that comes in from
outside the region is the basis for long-term economic growth. Restaurant
spending posted a sharp gain in 1993-94, then remained relatively flat this past
season. Other consumer spending has declined steadily over the last three years,
from an 8.8% gain in 1992-93 to a 3.9% decline in 1994-95.
The breakdown between in-state and out-of-state skiers is important, since day
skiers spend far less than their out-of-state counterparts. The Ski Indicators
use two measures to estimate the change in outof-state skiers: airline boardings
and lodging nights.
Growth in airilne boardings has slowed steadily, from a 9.9% gain in the 1992-93
season to an 8.4% decline in the season just completed. Some of the ski areas
report that their drop in skier visits was directly attributable to the loss of
airline service to their community. While new airlines are beginning to fill the
gap left by Continental's departure, what occurs in this arena must be watched
carefully.
Lodging nights fell in 1992-93, fared better last year with a 4.9% gain, then
fell again in 1994-95 There is anecdotal evidence that a significant part of the
growth in lodging is people who are in the resort communities for reasons other
than skiing. This factor needs to be monitored, since this group will have
different needs and spending patterns from the serious skier.
Skiing is a mature industry, in Colorado and elsewhere The baby boomens, who
poured into the market in the 1970s, are aging rapidly, more involved in family
activities and careers, and less able both timewise and physically to ski like
they did when they were younger. The new skier market is the "baby bust"
generation. The small numbers in this age group show up everywhere from the
labor shortage in entry level jobs to fewer new skiers.
In a mature industry, easy growth is no longer available. Growth comes by
taking it from a competitor, not from new entrants into the market. Now the ski
industry in Colorado is faced with battling for market share.
The Colorado Ski Indicators are prepared by The Adams Group, Inc. They are based
on a survey of approximately 150 businesses operating in the state's nine major
ski counties. Phone calls are made during the first 12 days of the month under
the direction of Tucker Hart Adams, Ph.D.
*-TravelBank.Com-*
Tucker Hart Adams, Ph.D. 011-7-095-438-5694 in Moscow
COLORADO RESORT COMMUNITIES POST Decline
IN MARCH ECONOMIC PERFORMANCE
DENVER, COLO., April 18,1995--Economic activity in Colomdo's ski resort
communities declined in March compared to record numbers for the industry last
season, according to an independent study released today by Colorado Ski Country
USA.
All indicators were down last month, mid year-to-date figures remain depressed
with the exception of restaurant spending. Skier visits dropped 6.9 percent in
March, but have dipped only 2.3 percent for the entire season thus far. Lodging
mghts declined 5.1 percent (down 1.8 percent, year to date) and other consumer
spending decreased by 3.8 percent (down 2.8 percent, year to date). After
peaking this season at 8.7 percent in February, restaurant spending fell 9.2
percent in March (up 0.2 percent, year to date).
Enplanements at Colorado's eight regional airports declined eight percent in
March (7.8 percent, year to date). Both enplanements and deplanemeats at
Stapleton International Airport also dropped in February 1995. Airport officials
recorded enplanemems at 1,207,510 (down 5.9 percent from February 1994) and
deplanements at 1 ,162,476 (down 3.9 percent from Febuary 1994), due primarily
to the reduced number of flights in preparation for the move to Denver
International Airport (DIA). There is a one-month lag in calculating the
eaplanement and deplanement figures for Stapleton. Figures for the first
operational month of DIA will be available in May.
Industry officials attribute the overall decline in economic perfomance to a
number of external factors, including a lack of early snowfall for most of the
resorts (with the exception of those resorts located in the southwestern portion
of the state); Continental Airline's pull-out from the state's regional airports
and its decreased service into Denver; the loss of a strong statewide
marketing effort and conversely, increased competition from other skiing states
such as Utah; and a high number of 1-70 closures, which occurred with greater
frequency on weekends.
"Even with all of the challenges this season, the ski industry has still posted
a strong performance to date," said Douglass Cogswell, president of Colorado
Ski Country USA. He added, "But we've got our work cut out for us next season.
One of our top priorities as an industry is to develop and implement practical
solutions to the air and ground transportation problems that have affected our
business this year."
Tucker Hart Adams, Ph.D., the independent economist who studies the Colorado ski
industry each month, considers the loss of an organized, statewide marketing
effort to be a significant factor in the industry's economic performance this
season.
"The performance of the winter tourism industry in Colorado mirrors that of
other seasons since the demise of the Colorado Tourism Board. It is becoming
clear that the lack of national advertising and promotional material is reducing
the impact of the state's second largest basic industry," said Adams. A basic
industry consists of businesses that bring new money into the state.
While most resorts closed within the first two weeks of April, several areas
remain open, including Vail (April 23), Copper Mountain (April 23), Breekenridge
(May 7), Keystone (May 7), Loveland (May 7), and Arapahoe Basin (late June).
Final skier visit figures will be available in July.
MARCH COLORADO SKI INDICATORS
Dr. Tucker Hart Adams
Economic activity' in Colorado's nine largest ski counties continued to decline
in March. Especially in the destination resorts in the western part of the
state, which cater primarily to out-of-state visitors, spending was quite weak
relative to a year ago For the first five months of the 1994-95 ski season,
lodging nights fell 1.8%. Restaurant spending was flat, up .2%, while other
consumer spending contracted 2.8% for the period. The decline in passenger
boardings that has occurred since Continental Airlines cancelled flights within
the state of Colorado accelerated in March. Enplanements fell 7.8%.
For the month of March, restaurant spending fell 9.2%, its first decline this
season. Other consumer spending dropped 3.8%. Lodging nights fell 5.1%, while
enplanements for the month were off 8.0%.
There were just over 10 million skier visits through March, down 2.3% relative
to the record set in the 1993-94 season. ror the month, skier visits declined
6.9%. Almost 200,000 fewer skiers enjoyed Colorado's excellent snow, resulting
in uncrowded slopes and short lift lines.
The Colorado Ski Indicators are prepared by The Adams Group, Inc. and provide an
early look at the performance of the state's important winter tourism industry.
They are based on a telephone survey of approximately 150 businesses operating
in the state's nine major ski counties. Phone calls are made during the first 12
days of the month under the direction of Dr. Tucker Hart Adams.
Nov 1994 Mar 1995 March 1995
vs vs
Nov 1993 Mar 1994 March 1994
Enpianements Down 7.8% Down 8.0%
Lodging Nights Down 1.8% Down 5.1%
Restaurant Spending Up 0.2% Down 9.2%
Other Consumer Spending Down 2.8% Down 3.8%
Skier Visits Down 2.3% Down 0.9%
*-TravelBank.Com-*
COMMUMTIES POST DECREASE IN FEBRUARY
ECONOMIC ACTIVITY
DENVER, COLO., March 17, 1995 -- Colorado's mountain resort communities
posted a decrease in February economic activity even with prime snow
conditions, according to a report released today by economist Tucker Hart
Adams, Ph.D., and Colorado Ski Country USA.
In spite of a record number of skicrs ovcr Presidents Day Weekend (172,779, an
18 percent increase over last scason) and strong numbers throughout fl~e
month, overall economic activity was depressed in lebruary. Lodging nights
declined two percent (down 1.3 percent, year to date) and other retail spending
dropped 5.1 percent (down 2.9 percent, year to date). Skier visits wcrc down by
just .5 percent (also down .5 pecent, year to date).
Restaurant spending was the bright spot in the report, up 8.7 percent in
February and 3.8 percent year to date. While enpianements remained down by
4.6 percent (down 7.7 percent, year to datc), thcy inarkcd a significant
improvement over previous months.
"The increase in restaurant spending at the same time that other retail,
lodging and skier days all declined suggests that second homeowners and other
semi-permanent residents may he a biggcr flictor in rcsort communities than
tn the past," explained Adams, the independent economist who provides a
monthly economic overview of thc Colorado ski industry. She added, "It is
reasonable to think that these people would cat nut hut would not shop at a
retailer geared to the ski visitor or he reported it) the lodging data."
Some of the best snow of the season fell during the month of February. A
series of major storms dropped five to seven feet of snow on most resorts,
creating excellent conditions for both Colorado and out-of-state skiers
*-TravelBank.Com-*
COLORADO'S RESORT COMMUNITIES POST STRONG
JANUARY PERFORMANCE
DENVER, COLO., February 16, l995--Colorado's resort communities posted a strong
performance in January, according to a study released today by officials at
Colorado Ski Country USA.
Restaurant spending inched up by .6 percent in January, while lodging nights
fell 3.3 percent. Other consumer spending in the resort communities remained
down at 1.9 percent.
Several large snowfails in January brought out-of-state and Colorado skiers to
the resorts in record numbers. Skier visits rose 4.5 percent over January 1994.
Year-to-date skier visits are nearly even with last season, down only by .3
percent.
"The strong January numbers attest to the strength of the Colorado ski industry
and the exceptional quality of our skiing experience," said Vern Greco,
president and CEO of Purgatory Resort and chairman of the board for Colorado Ski
Country USA.
January enplanements remained down by 6.3 percent, but represented an
improvement over the 14 percent decrease reported by year-end, 1994.
"Airline service into ski resorts such as Steamboat and Aspen continues to be a
challenge with the pullout of Continental," said Tucker Hart Adams, Ph.D., an
independent economist who prepares the monthly economic indicators on the ski
industry. "Both areas' eaplanements are down approximately 10%, but skiers
driving from Stapleton are up by 25% to 30%," she added.
JANUARY COLORADO SKI INDICATORS
Dr. Tucker Haft Adams
Good snow in January had Colorado skiers flocking to the slopes. Skier days and
restaurant spending were up for the month, while lodging nights and other
consumer spending declined, indicating that many skiers were in the mountains
for the day rather than for extended stays.
For the first three months of the 1994-95 ski season, lodging nights fell 1.0%.
Restaurant spending rose 3.0%, while other consumer spending posted a small
decline, down 2.0% for the period.
Passenger boardings were off 9.4%, much less than the 14.0% decline reported
last month. The loss of Continental flights to mountain airports is being picked
up by other airlines.
For the month of January, restaurant spendflig rose 0.6% and other consumer
spending dropped 1.9%. Lodging nights fell 3.3%, while enplaneinents declined
6.3%.
Skier visits were even with the same three month period in 1993-94, down 0.3%.
Good snow in January brought skiers out in record numbers, offsetting the
declines during the prior two months. For the month of January alone, skier
visits rose 4.5%.
The Colorado Ski Indicators are prepared by The Adams Group, Inc. and provide an
early look at the performance of the state's important winter tourism industry.
`They are based on a telephone survey of approxituately 150 businesses operating
in the state's nine major ski counties. Phone calls are made during the first 12
days of the month under the direction of Dr. Tucker Hart Adams.
Nov 1994 - Jan 1995 January 1995
vs vs
Nov 1993 - Jan 1994 January 1994
Enpianements Down 9.4% Down 6.3%
Lodgiiig Nigits Down 1.0% Down 3.3%
Restaurant Spending Up 3.0% Up 0.6%
Ctlier Consumer Spending Down 2.0% Down 1.9%
Skier Visits Down 0.3% Up 4.5%
*-TravelBank.Com-*
COLORADO RESORT COMMUNITIES POST STABLE DECEMBER PERFORMANCE
DENVER, COLO., January 19, l995--Overall economic activity at Colorado's ski
resorts during December 1994 was relatively flat, with the exception of several
regional bright spots, according to a study commissioned by Colorado Ski Country
USA (CSCUSA).
Lodging nights rose one percent over December 1993 (1.1 percent for Nov.-Dec.),
while restaurant spending increased 5.9 pereenL (4.8 percent for Nov.-Dec.).
Consumer spending (retail sales, excluding restaurants) virtually mirrored
December 1993, down only by .7 percent (two percent for Nov.-Dec.).
"The study once again illustrates that skier days are no longer the lone
indicator of economic performance in the various recreational sectors explained
Vern Greco, president/CEO of Purgatory Resort and chairman of the board of
CSCUSA.
Skier visits caught up considerably in December 1994, from a 13,2 percent
decrease in November to only 4.8 percent off (4.9 percent for Nov.-Dec.).
"Skiing conditions in Colorado are as good as they get, with recent storms
leaving two to five feet of snow since New Year's Day," said Douglass Cogswell,
president of CSCUSA. He added, "The new snow has resulted in stronger numbers of
skiers, both destination and Front Range."
Enplanements from the Colorado Springs Municipal Airport rose .7 percent in
December. By year-end however, they were consistent with enplanements during
the same period in 1993. December data for Denver's Stapleton International
Airport are not yet available, but passenger traffic dropped 2.8 percent in
November. Passenger boardings from the mountain airports had declined 14
percent by year- end.
"The loss of seats on flights to mountain airports, as a result of Continental
pulling out, continued to be reflected in the enplanement data," explained
Tucker Hart Adams, Ph.D., president of the independent economic research firm
that conducts this monthly report.
*-TravelBank.Com-*
August 17, 1994
TOURISM IS A BILLION DOLLAR INDUSTRY IN DENVER, STUDY FINDS
Tourists spent nearly $1 billion in Denver in 1993, according to a new study
conducted by Longwoods International for the Denver Metro Convention & Visitors
Bureau.
The report found that 5.7 millIon visitors stayed overnight in Denver in
1993 and an additional 1.8 million tourists spent some time in the city before
going to another destination What did these 7.5 million tourists do while in
town?
They went shopping.
Tourists spent $282 million on retail sales last year. 28% of all expenditures
and more than was spent on food. acoommodations, local transportation or
sightseeing.
Shopping centers represented five of the top ten attractions visited,
including Cherry Creek Shopping Center (#1); the 16th Street Mall (#2); Castle
Rock Factory Outlets (#5); Larimer Square (#6); and the Shops at Tabor (#7).
July through September was the most popular time to visit with nearly twice
as many visitors coming to Denver then in any other quarter.
California sent the most visitors, followed by Colorado, Texas, Florida,
Illinois, Kansas, Iowa, Nebraska. Arizona, New Mexico, Wisconsin, New York,
Alabama and Missouri.
A total of 840,000 visitors attended a Colorado Rockies baseball game. Other
popular excursions included 17% visiting Rocky Mountain National Park, 15%
visiting the Air Force Academy, and 13% visiting Central City and Black Hawk.
Denver visitors are younger than national average with 37% of our visitors
being 25-34 years old compared to 29% in this category on a national average.
Almost 70% of Denver visitors stay with friends and relatives, compared to
31% for most destinations. This is typical of extremely popular destinations,
where more friends and relatives tend to show up for a visit. Forty-six percent
stated their reason for visiting Denver was to see friends and relatives; 20%
came to shop, sightsee and dine out; 13% came for a special event; and 9% came
for a convention or conference.
A total of 17.6 million trips were scheduled to Colorado in 1993. Of these,
42% visited Denver, however 5.4 million people bypassed Denver altogether, and
4.7 million were in Denver, but passed though without stopping.
The reasons given for not visiting Denver were: 32% were headed to some
other destination; 18% did not have Denver on the itinerary; 15% said it was too
far away or not on their route; 14% did not have time; and 13% said they do not
like cities or were afraid of crime and pollution.
*-TravelBank.Com-*
JUNE 1994 SUMMER TOURISM INDICATORS
The summer tourist season continued to stumble in June, with only
isolated attractions reporting gains over 1993. Western Colorado
reported negative impact from the hot weather and forest fires.
The Pikes Peak Regions reported a decline in lodging taxes in June,
but an increase in visitors at the end of the month leading into
the July 4 holiday week-end.
Data from the nine mountain resort counties was stronger than in
most other parts of the state. Lodging nights rose 12.1% in June
and 16.5% relative to the first two months of the summer tourist
season last year. Enplanements rose 11% in June, bringing the year-to-
date total to a 5.0% increase in the resort area airports. Restaurant
spending fell 1.3% in June and was essentially
unchanged, up 0.7%, for the two months. Other retail spending
increased 19.8% in June and 12.3% year-to-date.
Data were available from only three Welcome Centers - Burlington,
Cortez and Fruita. Dinosaur was closed. In June, visits declined
14.6% after a 12.9% decline in May. Through the first two months
of the summer season, visits fell 13%.
The state's national parks and monuments reported a 0.4% increasee
in June, after a 4.6% gain in May. Year-to-date, visits rose 2.4%.
Nationally, many national parks are seeing fewer visitors than in
1993. Three visitor attractions in the Colorado Springs and
Durango areas reported visitor increases ranging between 2% and
10%, citing factors such as the floods in the mid-west last summer
and good water flow in southern Colorado rivers this June.
Three convention and visitors bureaus were added to the survey data
this month and reported a 1.3% rise in inquiries in June. They
attributed the increase to the loss of the Colorado Tourism Board's
800 line and to an increase in advertising on the part of some of
the bureaus.
The Colorado Summer Tourism Indicators are prepared by The Adams
Group, Inc. and provide an early indicator of the performance of
the state's important summer tourist industry. They are based on
a telephone survey of approximately 150 businesses in the state's
nine major resort counties, as well as tourist attractions and
visitor centers throughout the state. Phone calls are made during
the first 12 days of the month under the direction of Dr. Tucker
Hart Adams.
COLORADO SUMMER TOURISM INDICATORS
May June 1994
1994 1994 Year-to-date
-------------------------------------
Enplanements Down 4.4% Up 11.8% Up 5.0%
Lodging Nights Up 31.3% Up 12.1% Up 16.5%
Retail Spending Down 0.9% Up 19.8% Up 12.3%
Restaurant Spending Up 6.3% Down 1.3% Up 0.7%
1/Welcome Centers Down 12.9% Down 14.6% Down 13.0%
2/National Parks Up 4.6% Up 0.4% Up 2.4%
3/Visitor Attractions Down 7.2% Up 2%-10% n/a
4/Convention and
Visitors Bureaus n/a Up 1.3% n/a
1/ Welcome Centers at Burlington, Cortez, Fruita, Lamar and
Trinidad (Lamar and Trinidad not available in June)
2/ Dinosaur, Rocky Mountain, Black Canyon and Mesa Verde in May;
Bents Fort, Black Canyon, Dinosaur, Great Sand Dunes, Mesa
Verde in June
3/ Royal Gorge, Pikes Peak Highway and US Air Force Academy in
May; Buckskin Joe, Echo Canyon River Rafting and Durgando
Silverton Railway in June
4/ Denver, Colorado Springs and Manitou Springs
*-TravelBank.Com-*
COLORADO SKI INDUSTRY CLOSES THE 1993-94 SEASON SOLID
Copper Mountain, CO, June 23, 1994...Following the 1992-93 banner year due to
incredible snowfall and an extended season, Colorado Ski Country USA (CSCUSA)
announced another strong finish as it closed the records for the 1993-94 ski
season. Industry season-end numbers posted record gains in all categories
except skier Visits, even though most indicator for the month of April were down
from last year (A skier visit represents one person skiing for all or any part
of a day or night.)
"The Colorado economy appears to be the big winner this ski season,
bolstered with increased expcnditures by visitors to Colorado's winter'
resorts," reported economist Dr, Tucker Hart Adams.
Adams' findings for the six months beginning November 1993 and ending in April
1994 include: restaurant spending + 11.6%; retail spending + 6.7%; lodging
nights + 4.9%; enplanements + 1.1%, and; skier visits - 1.66%. Indicators for
the month of April 1994 fell noticeably from April 1993, with retail spending
down 12.1%; isoplanements down 5.1%; skier visits down 3.7% and lodging nights
down 0.8%. Only restaurant spcnding, up a lofty 21.3%, reported an increase
over the same month a year ago.
"Value and snow conditions continue as the influencing factors in where
and how often people ski, "explained Harry Mosgrove, CSCUSA chairman and
President of Copper Mountain Resort. He continued, "We recognize that skiers are
becoming increasingly savvy in selecting their ski destinations.
The result is increased competition within the national and international ski
marketing world, Colorado is proud to host approximately 20% of the United
States' 54.3 million total skier days."
The trend continucs among CSCUSA member ski resorts to offer increased
value to skiers through expanded special promotions and skier services, while
state-of-the-art snowmaking enhances Colorado's natural champagne powder Capital
expenditures at individual Colorado ski resorts in 1993-94 topped more than $40
million, offering skiers even more of the "best of everything" in skiing, adding
to Colorado's image as The world's premier ski destination.
"It is the goal of our industry to lead the way in customer service and
satisfaction, hoping that every skier becomes a frequent skier. Every effort
will be made to make first-time skiers, long-time skiers," remarked Doug
Cogswell, CSCUSA president.
Cogswell added, "Natural disasters such as the California earthquake, and
an extremely harsh winter in the northeast, affected the ability of many skiers
to travel to Colorado. However, we are confident that those that came
experienced great values and excellent conditions. `we are very pleased with
the season's results."
The Colorado Ski Industry Indicators are prepared by The Adams Group, Inc.,
an inidependent firm specializing in economic forecasting. They provide an
indication of the impact of the ski industry on tbe state's economy by tracking
different components of the industry, They are based on a telephone survey of
approximately 150 businesses in the state's nine major ski counties, Data is
collected and analyzed by Dr, Tucker Hart Adams, president.
*-TravelBank.Com-*
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
April 1994 & 1993-94 Season End
Prepared by Dr. Tucker Hart Adams
As Colorado's 1993-94 ski season drew to a close, the industry appeared to be
headed for a record year, in terms of its impact on the Colorado economy. With
the exception of skier days, which were, just below the 1992-93 record, all
other indicators reached new highs.
MONTH: April 1994
-----------------
Ski areas began closing down in early April, despite heavy late season snow.
Activity for the month fell noticeably from April of 1993, particularly in
destination resorts. Enplanements declined 5.1%. Lodging nights were
essentially even with last year, down 0.8% Although restaurant spending
increased 21.3%, thanks to the strong activity in the Front Range destination
resorts, other retail spending fell 12.1%. Skier visits dropped 3.7%.
SEASON TO DATE: November 93 - April 94 vs. November 92 - April 93:
------------------------------------------------------------------
In the six months ending in April, lodging nights rose 4.9%, restaurant spending
soared 11.6% and other retail spending increased 6.7%. Enplanements rose 1.1%,
while skier visits were slightly below the record set in 1992-93, down 1.66% to
just under the 11 million mark.
1993-94 SEASON SUMMARY
---------------------- % Change from 1992-93
Retail Spending
($$$) November 1993 - April 1994 + 6.7%
Lodging
(Hotel/Lodge Room Nights) November1993 April1994 +4,9%
Enplanements
(# of airline passengers) November 1993 - April 1994 + 1.1%
Skier Visits
(one skier skiing one day) November 1993 - April 1994 1,66%
Restaurant Spending
November 1993 - April 1994 + 11.6%
SURVEY TABULATION:
------------------
The Colorado Ski Industry Indicators are prepared by The Adams Group, Inc. and
provide an early indication of the impact of the ski industry on the state's
economy by tracking different components of the industry. They are based on a
telephone survey of approximately 150 businesses in the state's nine major ski
counties. Phone calls are made during the first 12 days of the month under the
direction of Dr. Tucker Hart Adams.
COLORADO SKI INDUSTRY STATISTICS
1993-1994 SEASON
SKIER VISITS
DESTINATION RESORTS
-------------------
Aspen Highlands 106,197
Aspen Mountain 359,846 +54,287
Crested Butte Mountain Resort 530,088
Cuchara Valley Ski Resort 17,300
Howelsen ski Area 16,171
Monarch Ski Resort 158,148
Mountain Cliffe Ski Resort DNO
Powderhorn Ski Resort 61,202
Purgatory-Durango Ski Resort 302,103
Snowmass Ski Area 814,882
Steamboat Ski & Resort Corporation 1,021,149
Ski Sunliglit 88,251
Telluride Ski & Golf Company 300,388
Tiehack Ski Area 172,948
Wolf Creek na
----------
Total: 3,881,783
DESTINATION FRONT RANGE RESORTS
-------------------------------
Arapahoe Basin 257,358 *
Arrowhead Mountam 23,721
Beaver Creek Resort 504,516 ??
Breckenridge Ski Resort 1,215,013
Copper Mountain Resort 842,210
Keystone Resort 1,095,857
SilverCreek ski Area 93,516
Vail 1,527,698 ??
Winter Park Resort 1,008,040
---------
Total: 6,537,741
FRONT RANGE RESORTS
-------------------
Ski Cooper 67,193
Eldora Mountain Resort 145,011
Loveland 295 000
-------
Total: 507,204
GRAND TOTAL 11,023,776
==========
NOTE: This represents a .79% decrease over the 11,111,290 reported for the
1992-93 ski season.
* - Estimates available at time of printing.
na - Information not available.
DNO - Did Not Operate
*-TravelBank.Com-*
COLORADO SKI ECONOMY REMAINS STRONG THROUGH MARCH
Denver, Co., April 18, 1994...Colcrado Ski Country USA (CSCUSA) rcports March
ski industry indicators exceeded expectations, recording increases in all
categories measured. These findings were released in the monthly survey of the
ski industry, prepared by econon~st Dr. Tucker Hart Adams.
Double digit increases for the month of March were reported in retail
spending, up 20.1%, followed closcly by restaurant spending, up 18.8%, over the
same period a year ago. Other indicators recording increases for March 1994 over
March 1993 included; lodging +8.1%, skier visits +4.1% and, enplanements +3.0%.
"March is typically our busiest month, hosting nearly 25% of our amiual
skiers at Colorado resorts, reported Doug Cogswell, CSCLJSA president. "This
year that number increased to 29% with visitors spending more freely than before
at restaurant and retail outlets across the state," continued Cogswell.
Season-to-date indicators suggest that the 1993-94 Colorado ski season
should post results nearing last year's record breaking season. "With the late
season snowfall we've recently received, and the fact that five resorts will
remain open until late April and early May, and one into June, we anticipate a
strong finish to thc season, commented Harry Mosgrove, CSCUSA chairman.
Mosgrove continued, "It's important to recognize that this is comparing a season
of average snowfall to last year's extraordinary snow conditions."
Season-to-date indicators report restaurant spending up 10.6% over last year,
followed by retail spending tip 8.3% and lodging up 4.0%. Both skier visits and
enplanements for the season are reporting flat, op 0.7% and 0.4% respectively.
The slopes remained relatively uncrowded with the On/Slope Ratio reporting only
3.6 skiers per acre of skiable terrain.
Colorado ski resorts still open and, their dosing dates include:
Arapithoc Basin, rsaid-June; Breckenridge Ski Resort, May 8; Copper Mountain
Resort, April 24; Keystone Resort, May 8; and, Loveland Ski Area, May 3.
This is the final monthly ski indicators report for the 1993~94 season. A
yea&end summary of the season's indicators will be released at the CSCUSA Annual
Meeting scheduled for June 23-24 at Copper Mountain Resort.
The monthly Coloratlo Ski Industry Indicators are prepared by The Adams Group,
Inc., and are based on a telephone survey of approximately 150 businesses in the
state's nine major ski counttes.
Dr. Adans also prepares a sinailar report measuring summer travel
industry indicators for Colorado.
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
March 1994
Prepared by Dr. Tucker Hart Adams
Colorado's 1993-94 ski season neared the finish line in March. Although
skier days are only slightly ahead of last season, visitors opened their
pocketbooks and spent freely. The significant improvement in the national
economy in late 1993 clearly affected the out-of- state visitor's ability and
willingness to spend.
SEAEON TO DATE: November 93 - March 94 vs November 92 - March 93:
In the five months ending in March, lodging nights rose 4.0%, restaurant
spending soared 10.6% and other retail spending increased 8.3%. The large chains
tended to outperform the smaller, locally owned stores. Enplanements rose 0.4%,
in line with the 0.7% rise in skier visits.
MONTH: March 1994
March, traditionally the busiest month of the seasois, exceeded
expectations. Lodging nights were up 8.1%, with most establishments reporting
occupancy rates above 90%. Restaurant spending increased 18.80/0, while other
retail spending rose 20.l%. Enplanements rose 3.0% for the month and some
airports reported the best month in their histories. Skier visits were up a
strong 4.1%.
The "On-Slope" ratio, a measure of the number of skiers per skiable acre,
was an uncrowded 3.6 in March, despite the fact that 25% of the season's skiers
were on the slopes. Colorado ski resorts provide 25,324 acres of skiable
terrain.
SURVEY TABULATION
The Colorado Ski Industry Indicators are prepared by The Adams Group, Inc.
and provides an early indication of the impact of the ski industry on the
state's economy by tracking different components, of the industry. They are
based on a telephone survey of approximately 150 businesses in tlse state's nine
major ski counties. Phone calls are made during the first 12 days of the month
under the direction of Dr. Tucker Hart Adams.
*-TravelBank.Com-*
RESTAURANT SPENDING LEADS WAY IN FEBRUARY SKI INDICATORS
Moderate Growth Continues in Colorado Ski Industry
Denver, CO., March 16, 1994...Colorado Ski Country USA (CSCUSA) reported the
state's ski industry rebounded slightly following a slow January performance.
Restaurant spending reported a season-to-date increase of 7.8%, the largest gain
of the five indicators measured in the monthly survey prepared by economist Dr.
Tucker Hart Adams.
"The recovery confirms that the January slowdown was probably due to
poor weather conditions and natural disasters, rather than more fundamental
problems," suggested Dr. Adams. Season-to-date increases over 1992-93 were
reported in restaurant spending (+7.8); retail spending (+3.9%); lodging nights
(+2.4%) and skier visits (+1.7). Enplanements for the season were slightly down
through February (-1.0%).
"Keeping pace with the incredible 1992-93 season, with outstanding snow
and extended early and late skiing, has posed a significant challenge for us
this year," said Doug Cogswell, CSCUSA president. "However, indicators point
towards an average March, suggesting we should be close to last year's record,"
continued Cogswell.
Reporting monthly numbers for February, Dr. Adams showed skier visits
up 3% for the month, while the On/Slope Ratio increased slightly to 3.2 skiers
per skiable acre compared to January, but still down significantly
from 4.4 in February 1984, making the slopes less crowded and more
enjoyable. "Spring breaks scheduled in March and early April bring lots of
families and kids to enjoy Colorado's terrific spring skiing. These months
typically record the most snowfall of the year and, when coupled with
Colorado's bluebird-sunshine days, spring skiing just doesn't get any
better," commented Harry Mosgrove, CSCUSA chairman and president/CEO of Copper
Mountain Resort.
The final monthly ski indicators release is scheduled for April 19,
1994. A year-end summary of the season's indicators will be released at the
CSCUSA Annual Meeting scheduled for June 23-24 in Copper Mountain.
The monthly Colorado Ski Industry Indicators are prepared by The Adams
Group, Inc., and are based on a telephone survey of approximately 150 businesses
in the state's nine major ski counties.
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
February 1994
Prepared by Dr. Tucker Hart Adams
Colorado's ski industry rebounded in February after a poor January
performance. The recovery confirms that the January slowdown was due to the
weather in the eastern United States and the earthquake in California, rather
than more fundamental problems.
SEASON TO DATE: Nov 93 - Feb 94 vs Nov 92 - Feb 93:
Restaurant spending in the nine major ski counties rose 7.8% through
the first four months of the 1993-94 ski season, followed by retail spending on
such items as clothing, equipment and souvenirs reporting an increase of 3.9%.
Lodging nights posted season-to-date gains of 2.4%. Skier visits were up 1.7%
equalling just over 7 million Colorado skier days for the season. Enplanements
continued to track their 1992-93 performance, falling 1% over the first four
months of the season.
MONTH: February 1994
The On/Slope Ratio, a measure of the number of skiers per skiable
acres, was 3.2 in February, slightly above January 1994, but still considerably
lower than 4.4 skiers per acre from February 1984, ten years ago. Colorado ski
slopes presently offer 25,324 acres of skiable terrain.
Skier visits for February were up 3.0% over the same period in 1993,
with other indicators reporting increases for the month to include: restaurant
spending (+14.4%); retail spending (+6.4%); and, lodging nights (+2.2%).
Enplanements for February dropped (-0.5%).
SURVEY TABULATION:
The Colorado Ski Industry Indicators are prepared by The Adams Group,
Inc. and provides an early indication of the impact of the ski industry on the
state's economy by tracking different components of the industry. They are
based on a telephone survey of approximately 150 businesses in the state's nine
major ski counties. Phone calls are made during the first 12 days of the month
under the direction of Dr. Tucker Hart Adams.
*-TravelBank.Com-*
JANUARY INDICATORS SOFT FOR COLORADO SKI INDUSTRY
Denver, CO., February 16, 1994...Colorado Ski Country USA (CSCUSA) reported
that January economic indicators evidenced a slowing of winter tourist activity,
according to the monthly survey prepared by economist Dr. Tucker Hart Adams.
"January growth in Colorado's ski industry slowed compared to earlier
months this season. However season-to-date data for 1993-94 are still
positive," stated Dr. Adams. She continued, "The firestorms, earthquake
and mudslides in California - a major source of Colorado destination skiers -
along with bitter cold weather across the nation, contributed to a mediocre
month."
Restaurant spending rose 2.7% over the first three months of the season
compared to the same period in 1992-93. It was followed by skier days up 2.3%,
lodging occupancy up 1.8% and retail spending up 1.7% for the same three month
period over a year ago. Enplanements remained flat, down 0.1% season-to-date.
Skier visits for the month of January posted a decline of 3.8% compared to one
year ago, the result of fewer California visitors, bad weather in the east, and
inconsistent snow conditions by Colorado standards early in the month.
Additionally, the New Years holiday fell on a Saturday ending the vacation
time for many visitors that weekend. The result was little carry over of New
Years holiday skiers into the first week of January. The On/Slope ratio, a
measure of the number of skiers per skiable acre, was an uncrowded 2.8 skiers
per acre in January.
"The ski industry has weathered a difficult month and season-to-date
still remains ahead of previous records," said Doug Cogswell, CSCUSA president.
"Bookings statewide for spring break and the month of March look very strong,"
added Cogswell.
Harry Mosgrove, CSCUSA chairman and president/CEO of Copper Mountain
resort commented, "Snow conditions remain a key ingredient to skiers and they
are perfect now! The entire state has been blanketed with snow the past two
weeks making Colorado a skier's paradise as we head into the peak portion of our
season," Mosgrove continued.
Indicators will continue to be measured for the remainder of the
season. Findings will be distributed on a monthly basis with planned reports
available on March 16, and April 19, 1994.
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
January 1994
Prepared by Dr. Tucker Hart Adams
Growth in Colorado's winter tourist industry slowed in January,
although year-to-date data for the 1993-94 ski season are still positive. The
earthquake in California, a major source of Colorado skiers, bad weather in the
East and less than ideal snow conditions all contributed to the mediocre month.
SEASON TO DATE: Nov 93 - Jan 94 vs Nov 92 - Jan 93:
Retail spending rose 1.7% over the first three months of the season.
Lodging nights posted a 1.8% gain, while restaurant spending increased 2.7%.
All gains were sharply lower than over the first two months of the season.
Enplanements remained flat, down 0.1%. Skier visits rose 2.3% for the season
with almost 4.9 million skier days enjoyed in Colorado.
MONTH: January 1994
The On/Slope ratio, a measure of the number of skiers per skiable acre,
was an uncrowded 2.8 in January, slightly above December's 2.6. Colorado ski
slopes provided 25,324 acres of skiable terrain. Skier visits for January were
down 3.8% over the same period in 1993.
SURVEY TABULATION:
The Colorado Ski Industry Indicators are prepared by The Adams Group,
Inc. and provides an early indication of the impact of the ski industry on the
state's economy by tracking different components of the industry. They are
based on a telephone survey of approximately 150 businesses in the state's eight
major ski counties. Phone calls are made during the first 12 days of the month
under the direction of Dr. Tucker Hart Adams.
*-TravelBank.Com-*
EARLY COLORADO SKI SEASON STARTS OFF STRONG
Denver, CO, January 18, 1994...Colorado Ski Country USA (CSCUSA)
announced that ski industry indicators for the early season
demonstrated a continued trend upwards. According to a monthly survey
prepared by economist Dr. Tucker Hart Adams, the ski industry's
prospects for the 1993-94 season continue to appear encouraging.
"November and December continued the strong trend for the Colorado
ski industry, as established by summer tourist visits in Colorado,"
reported Dr. Adams. "The boost in consumer confidence provided by a
strengthening national economy encouraged solid spending increases,"
she continued. A summary of Dr. Adams' findings is attached.
Restaurant spending, up 9.2% for November and December, exhibited
a sharp contrast to the decline in expenditures at restaurants this
past summer. November/December year to date comparisons to 1992-93
report lodging up 7.9%, followed by retail spending up 5.7%
and skier visits up 5.1%. Enplanements were flat, down 0.8% from the
same two months in 1992.
"The significance of these positive indicators reflects
interdependence of the ski resorts with other industry partners,
including retail, lodging, restaurants and airlines," commented Doug
Cogswell, CSCUSA president. "The ski industry is made of numerous
components working cooperatively to improve the experience for the
consumer," Cogswell added.
While reports indicate a strong showing to date, the On/Slope
Ratio, a measure of the number of skiers per skiable acre, was an
uncrowded 2.6 in December. Colorado ski slopes provide 25,324 acres of
skiable terrain, offering experiences for all ability levels - from
beginner to expert.
"Snow is to skiing like rain is to farmers," remarked Harry
Mosgrove, CSCUSA Chairman and president/CEO of Copper Mountain Resort.
"And, we've farmed extremely well so far this season. Snowfall has
been regular and significant throughout the first two months of the
season, creating strong bookings for January through March," added
Mosgrove. Indicators will continue to be measured and distributed on a
monthly basis throughout the ski season. Following is a schedule of
the planned dates for distribution of this report: February 16, March
16 and April 19, 1994.
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
DECEMBER 1993
Prepared by Dr. Tucker Hart Adams
Restaurant spending jumped 9.2%, in sharp contrast to the decline over
summer spending.
Skiers continued to enjoy Colorado in December, continuing the November
trend. The boost in consumer confidence provided by a strengthening
national economy encouraged solid spending increases.
SEASON TO DATE: Nov 93 - Dec 93 vs Nov 92 - Dec 92
Retail spending increased 5.7% in the first two months of the 1993-94
ski season in the state's major ski counties. Lodging nights rose 7.9%
relative to a year earlier. Season to date skier visits totaled nearly
2.6 million, up 5.1% year to date over the same period in 1992.
Airports in the eight ski counties reported enplanements were flat,
down 0.8% from the same two months in 1992.
MONTH: DECEMBER 93
The On/Slope ratio, a measure of the number of skiers per skiable acre,
was an uncrowded 2.6 in December. Colorado ski slopes provide 25,324
acres of skiable terrain.
More than 2 million skier visits were recorded in December, up 3.7%
over the same period in 1992.
SURVEY TABULATION
The Colorado Ski Indicators are prepared by The Adams Group, Inc. and
provide an early indicator of the performance of the state's ski
industry by measuring different components of the industry. They are
based on a telephone survey of approximately 150 businesses in
the state's eight major ski counties. Phone calls are made during the
first 12 days of the month under the direction of Dr. Tucker Hart
Adams.
*-TravelBank.Com-*
EARLY SKI INDUSTRY INDICATORS LOOK BRIGHT
First Colorado Ski Industry Indicators Analysis Complete
Denver, CO, December 17, 1993...Colorado Ski Country USA (CSCUSA) announced
a strong start to the 1993- 1994 ski season according to a report from
economist Dr. Tucker Hart Adams, president of The Adams Group, an
independent economic research firm.
"The 1993-94 ski season in Colorado is off to a good start, continuing
the growth in Colorado's tourist industry that has been underway all year,"
said Dr. Adams. November retail spending soared 15.7%, followed by
skier visits up 7.5%, lodging up 6.4%, restaurant spending up 6.2% and
enplanements up 0.4% over the same period a year ago. (See charts for
details). "We are pleased to begin the second year of reporting economic
indicators reflecting the health of the overall ski industry," said Doug
Cogswell, president of CSCUSA. "The data generated by Dr. Adams' report
create a more complete picture of the impact and the benefit of the ski
industry to the Colorado economy," continued Cogswell.
"We're enthusiastic that early season indicators point to a healthy
start for the ski season," said Harry Mosgrove, chairman of CSCUSA and
president of Copper Mountain Resort. "We anticipate that our recent
holiday gift of a fresh blanket of new snow will continue that healthy
momentum through the Christmas and New Year holiday season," continued
Mosgrove. The excellent snow conditions have allowed nearly all 26 CSCUSA
member resorts to open and operate all skiing terrain in preparation for the
Christmas and New Year holiday skiers.
Indicators will continue to be measured and distributed on a monthly
basis. Following is a schedule of the planned dates for distribution of
this report throughout the 93-94 ski season: January 18, February 16,
March 16, and April 19 (Variances were required due to weekends). The
final ski indicator release will be issued at the CSCUSA Annual Meeting in
June, 1994. A summary of Dr. Adams' November 1993 findings is attached.
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
November 1993
Prepared by Dr. Tucker Hart Adams
The 1993-94 ski season in Colorado is off to a good start, continuing
the growth in Colorado's tourist industry that has been underway all year.
In the first seven months of the 1993-94 tourist season, the tourist
industry posted solid gains. Enplanements in the state's eight major
tourist counties rose 4.3%, lodging nights increased 2.3% and retail
spending surged 9.6%. Only restaurant spending, which fell 8.6%, did not
outpace last year. This was a reflection of cautious spending by summer
visitors.
MONTH: November 1993
Lodging nights rose 6.2% in November in the state's major tourist
counties. Retail spending soared 15.7% relative to a year earlier.
Restaurant spending increased 6.4%, in sharp contrast to the decline over
the summer. Enplanements were flat, up 0.4% from November of 1992
Thanks to early snowfalls, many areas opened early providing great
skiing for more than 601,000 skiers. Skier visits for the entire month were
7.5% ahead of November 1992. The four-day Thanksgiving weekend saw skier
visits up 3.5% relative to the 1992 holiday period.
SURVEY TABULATION:
The Colorado Ski Industry Indicators are prepared by The Adams Group,
Inc. and provides an early indication of the impact of the ski industry on
the state's economy by tracking different components of the industry. They
are based on a telephone survey of approximately 150 businesses in the
state's eight major ski counties. Phone calls are made during the first 12
days of the month under the direction of Dr. Tucker Hart Adams.
*-TravelBank.Com-*
SEPTEMBER BRINGS GOOD VISITOR COUNTS, CAUTIOUS SPENDING
DENVER, COLORADO (October 15, 1993) -- Mirroring the entire summer season and
national trends, Colorado's September tourism results showed strength in visitor
counts but continued cautious spending, according to statistics compiled by the
Colorado To urism Board and the Adams Group, Inc.
September figures were collected as a part of the summer season for the first
time this year. The indicators, with comparisons to September 1992:
* Mountain resort enplanements +5.3%
* Mountain resort lodging nights +10%
* Mountain resort retail sales +6.1%
* Colorado Welcome Center visitation +11.6%
* Selected high traffic counts +5.7%
* Colorado Springs lodging tax collections +11.9%
* Attendance at 12 selected attractions -6.1%
The attractions sampling includes national parks and monuments plus selected
private attractions. Some observers pointed to unseasonably cool and cloudy
weather as a contributing factor to attractions attendance.
A look at Colorado's May through September figures compared to last year show
that visitor counts at the selected attractions remained virtually flat (-
0.6%), while visitation at Colorado Welcome Centers surged by 8.4% and highway
counts showed a 5. 3% increase. In mountain resort areas, enplanements rose by
4.5%, lodging nights increased by 3.7%, and retail sales were up by 5.6%.
However, restaurant sales and overall consumer spending in the mountain resorts
lagged behind 1992 levels.
Dr. Tucker Hart Adams, president of the Adams Group, Inc., said Colorado's
tourism results are consistent with national trends. "The prevailing mood of
caution in the national economy is clearly affecting visitor spending in
Colorado," she said. "T ravelers are worried by the lack of job growth, the
proposed tax increases to reduce the federal budget deficit, and the potential
cost of health care reform. They are traveling closer to home on reduced travel
budgets."
Rich Meredith, executive director of the Colorado Tourism Board, felt the trend
for the summer season was clear. "Given factors which have worked against
Colorado and other parts of the nation, including unusual weather, flooding, and
the early-seas on Hantavirus situation, I am pleased that our visitor counts
have been on a similar level with the 1992 summer season, which many consider
Colorado's best."
Meredith credited the tourism industry with working hard together to ensure
another successful Colorado summer season in the face of adversity and
increasing competition. "The competition in attracting visitors never lets up,"
he said. "As a result , Colorado must continue to aggressively promote just to
retain our share of the tourism market. Fortunately, that happened this year."
*-TravelBank.Com-*
COLORADO SUMMER RESORTS GAIN HIGH MARKS
DENVER, COLORADO (September 23, 1993) -- Colorado's summer resort vacationers
are very satisfied with their experiences in Colorado, according to research
presented by Rich Meredith, executive director of the Colorado Tourism Board
(CTB) to attendees of the Summer Travel Symposium in Aspen.
The study, commissioned by the CTB in partnership with six premier Colorado
resorts and conducted by the Boulder-based Rosall, Remmen and Cares research
firm, showed that Colorado delivers a much higher performance compared to other
states in the fol lowing ten categories considered most important by resort
visitors (refer to accompanying graph):
* Outstanding Scenery * Lots to See and Do
* Quiet Setting * Willderness/Nature
* Outdoor Activities * Sightseeing
* National Forests * Friendly People
* Interesting Towns * No Crowds
Participating resorts Vail/Beaver Creek, Telluride, Steamboat Springs, Crested
Butte, Keystone, and Breckenridge.
The survey also showed that resort vacationers across the U.S. believe the state
offers an abundance of beautiful and unique scenery, provides a safe and
hospitable environment which is excellent for families, is popular, provides
exciting and advent urous activity options, and has an abundance of first-class
accommodations.
The results are consistent with earlier findings by the Toronto-based research
firm Longwoods International, which showed Colorado 13th among all states in its
popularity as a summer resort destination in 1985. By 1990, a Longwoods study
showed that Colorado had moved into 4th position among all states but still had
sufficient summer resort capacity to allow for growth in the market..
The new cooperative resort study also showed wide variations in the
characteristics of Colorado summer resort vacationers when compared to all U.S.
summer resort vacationers. Visitors to Colorado resort are more much upscale,
much more likely to have a college education, and more likely to be married have
their children with them.
Other major findings of the cooperative Colorado study were:
* One of every two Colorado summer resort visitors is a skier, suggesting
that "cross-selling" to winter resort visitors may be very productive.
* Summer resort visitors are not as interested in being "pampered" and in
being sedentary; rather, they are much more likely to be interested in a
variety of outdoor and sightseeing activities.
* Activities most favored by Colorado's summer resort visitors are
sightseeing, hiking, mountain bicycling, river rafting, and shopping.
Golf, four-wheel-drive trips, fishing, horseback riding, and
chairlift/gondola rides round out the preferred list.
*-TravelBank.Com-*
COLORADO VISITATION STRENGTHENS IN JULY
DENVER, COLORADO (August 17, 1993) --July tourism results in Colorado showed
strong visitor numbers but continued careful spending, according to indicators
prepared for the Colorado Tourism Board (CTB) by the Adams Group, Inc. July
visitor counts were strongly ahead of the July 1992 pace, as shown by the
followingindicators:
* Colorado Welcome Center visitation +14%
* Highway counts +9.2%
* Enplanements at mountain airports +5.1%
* Lodging nights at mountain resorts +3.5%
July spending patterns were stronger than those in May and June, driven by a
7.5% increase in general retail sales. Restaurant sales were down 3.5%, but
rebounded in July after largerdecreases in May and June. Attraction visits in
July were down 1%. For the May through July summer season to date, visits to
Colorado Welcome Centers rose 5.4%; highway counts were ahead by 5.1%;
enplanements at mountain resorts increased by 3.7%; and lodging nights at
mountain resorts grew by 1%. In the same period, retail salesin mountain resort
communities fell by 7.9%, while visits to attractions across Colorado were flat
(-0.2%) compared to the same period last s ummer.The data was reported by
Colorado economist Dr. Tucker Hart Adams, president of the Adams Group, Inc.,
based on telephone surveys of more than 130 tourism-dependentbusinesses in the
state's major resorts, six Colorado Welcome Centers, five highways, and 13 major
attractions across the state. The survey is conducted the first week of each
month and provides an early indication of the performance of Colorado's
important tourism industry. In addition to the Adams Group, Inc., survey, the
Colorad o Tourism Board conducts its ownsurvey of 163 tourism-dependent
businesses throughout the state's seven travel regions forthe purpose of
collecting information which helps explain the underlying causes of change
inColorado tourism activity. The CTB industry survey is conducted June through
September. "Feedback we've received from our own monthly survey of tourism
businesses across the stateparallels Dr. Adams' findings," said Rich Meredith,
executive director of the Colorado Tourism Board. "Fifty percent of the
businesses we surveyed last week stated that the number of people visiting their
communities was greater than last summer at this time, 33% havehosted about the
same number of visitors, while only 17% reported declining numbers."
Meredith said, "We are encouraged by the strength of the July numbers. The
tourism industry is telling us that their advance bookings and business indicat
ors for August andSeptember are strong, with a boost from World Youth Day and
other major events. If the momentum continues, I believe we have an opportunity
for another strong summer season. "The Colorado Tourism Board poll cited
"employment of better marketing tactics" (38%), "high spring runoff which
created excellent recreational opportunities" (19%), and "the papal visit"(19%)
as the leading reasons explaining this summer's successful tourism season.
Respondents whose communities experienced declining tourism activity pointed to
"poor weather early in the season" (55%), "the struggling national economy"
(27%), and "floodingin key Midwest markets" (27%) as factors contributing to
their downturns.
*-TravelBank.Com-*
JUNE TOURISM VISITS UP, SPENDING DOWN
DENVER, JULY 15, 1993 -- Tourists continued to travel to Colo rado in June,
but spending was sluggish, according to Colorado economist Tucker Hart Adams,
who analyzed six tourism activity indicators for the Colorado Tour ism Board.
Overall, three of the indicators were up compared to last June, while three were
down.
Three of four indicators affected by visitation, including attendance at
attractions (+1.0%), visits to Colorado welcome centers (+3.5%), and traffic
through major entry points into the state and the Eisenhower Tunnel (+3.8% ),
were up, while retail spending in eight mountain counties declined by -19.7%.
Lodging nights at mountain resorts (-3.2%) and enplanements at mountain airports
(-1 .4%) were also down in June.
"It's very encouraging to observe the increasing number of vacationers
visiting Colorado, even though retail spending seems to be a bit off for early
summer," said Rich Meredith, executive director of the Colorado Tourism Board.
"Most of the indicators that are down are from Colorado's mountain resort
communities, which, traditionally, see most of their summer tourism activity in
July and August," Meredith explained.
"More significant in this survey is the fact that Denver, Colorado Springs,
and Grand Junction, which account for a significant percentage of bed base in
Colorado are showing an excellent start," Meredith observed. Denver occupancy
rates improved again in June (+1.0%), according to preliminary data analyzed by
John Montgomery of Horwath Hospitality Consulting, while accommodations revenue
in Colorado Springs increased by +5.5%, according to the Colorado Springs
Convention and Visitors Bureau. The U.S. Air Force Academy (+10.4%) and the
Pikes Peak Highway (+14.7%), both near Colorado Springs, also reported strong
June activity.
Near Grand Junction, traffic was up through the Colorado welcome center in
Fruita (+8.5%), the Colorado National Monument (+30.7%), and Interstate 70 at
the Colorado/Utah border (+7.7%). Recreation visits to Rocky Mountain National
Park, Colorado's number one tourist attraction, climbed to +3.9% over last June.
In the Four Corners area, however, visitation to Mesa Verde National Park
(-16.7%), the number of riders on the Durango-Silverton narrow gauge railroad (-
9.8%), and visits to the Colorado Welcome Center at Cortez (-11.7%) were all
down in June. Tourism-related businesses in southwest Colorado cited negative
publicity surrounding the Hantavirus scare as the primary cause of declining
tourism activity in that part of the state, according to the results of an
industry survey conducted by the Colorado Tourism Board.
Statewide, 32% of the tourism businesses surveyed by the Colorado Tourism
Board said that tourism activity in their part of the state was higher this June
compared to last June, 32% said tourism activity was about the same, while 36%
said business was down. The three leading reasons for business being up were
"better or improved marketing efforts" (35%), "increased awareness of lesser-
known attractions and communities" (33%), and "plentiful water from the spring
runoff" (33%). Reasons for being down included "poor weather, including an
unusually late spring" (36%), "the sluggish national economy" (32%), and "the
Hantavirus scare" (27%).
The analysis of six Colorado tourism indicators for June is based on
surveys conducted by the Adams Group, Inc. and the Colorado Tourism Board. More
than 150 businesses in eight mountain counties provide sales, lodging, and
enplanement data to the Adams Group, Inc. The Colorado Tourism Board collects
information from Colorado welcome centers, major attractions, and highway
counts. The indicators provide an early look at the impact of the important
tourist industry on the Colorado economy.
The Colorado Tourism Board also conducts a survey of 163 tourism-related
businesses throughout the state's seven travel regions for the purpose of
collecting information that helps explain the underlying causes of change in
Colorado tourism activity. The industry survey is conducted June through
September.
*-TravelBank.Com-*
FOR IMMEDIATE RELEASE
COLORADO SKI INDUSTRY POSTS A BANNER YEAR FOR 1992-93
All Ski Industry Indicators Up
Snowmass, CO, June 17, 1993...Colorado Ski Country USA (CSCUSA) announced
all indicators for the 1992-93 Colorado ski season experienced increased
economic activity reflecting a strengthening economy, according to a final
report from economist Dr. Tucker Hart Adams. The incredibly terrific snow
conditions throughout the entire season and value-priced skiing opportunities
encouraged more people than ever before to enjoy the sport of skiing, whether
first-timers or long time enthusiasts.
In completing her study on the impact of skiing to the Colorado
economy, Dr. Tucker Hart Adams announced retailers in ski resort counties as the
big winners. Retail spending led all indicators with an increase of 8.5% for
the six month ski season.
"Two factors accounted for the healthy performance," said Dr. Adams.
"Individual skiers spent more freely than they have in recent years and more
skiers traveled to Colorado." Adams continued, "As the grip of the national
recession weakened and optimism about the future increased, skiers came from
further away and increased their vacation budgets."
Other industry indicators looked equally bright throughout the season.
Skier days increased 5.6% registering a record year of more than 11 million
skier days from November through May.
Enplanements rose 5.4% with almost every ski county airport reporting a
record year. The only exceptions were those closed briefly due to heavy
snowfalls.
Lodging occupancy, the final indicator used throughout the ski season,
also posted a season increase of 4%. Many lodges reported occupancy rates in
excess of 90% during the peak months.
While skiing is recognized as a tremendous value to the state, skiers
are also winners with the increasing number of value packages and special
promotions available. "The increase in first-time skiers and ski school
registration indicates that the desire to ski continues to fall within
affordable financial parameters," observed Harry Mosgrove, CSCUSA chairman and
President of Copper Mountain Resort. Mosgrove continued, "However, the April
1993 On/Slope Ratio of just over 1 skier per acre, compared to nearly 2 skiers
per acre in April 1983, indicates that skiers are enjoying less crowding than 10
years ago. There is still lots of room on the slopes for skiers to enjoy."
"This was indeed a banner year for the Colorado ski industry," said
John Lay, CSCUSA president. Lay added, "Snow remains a key to a successful
season, and Colorado was again blessed with foot upon foot of champagne powder."
Dr. Tucker Hart Adams is president of The Adams Group, Inc., an
economic research company.
All measurements compared November 1992 through April 1993 to the same
months in the 1991-92 ski season unless otherwise indicated. Over 130
businesses were contacted by phone during the final ten days of the month.
The survey provides an early indication of the impact of the ski industry on
the state's economy by measuring different components of the industry.
*-TravelBank.Com-*
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
1992-93 Year End
Prepared by Dr. Tucker Hart Adams
Economic activity in Colorado's eight ski counties soared during the 1992-93
ski season, boosted by excellent snow and a strengthening economy. Retail
sales, the broadest measure of the industry's impact on the region, surged by
8.5% during the six months ending in April.
YEAR-END: November 92 - April 93 vs. November 91 - April 92
Two factors accounted for the healthy performance. Individual skiers spent
more freely than they have in recent years and more skiers traveled to Colorado.
As the grip of the national recession weakened and optimism about the future
increased, skiers came from further away and increased their vacation budgets.
Enplanements rose 5.4% with almost every airport reporting a record year.
The only exceptions were airports that were closed briefly by the heavy
snowfalls.
Lodging nights increased 4.0%. Many lodges reported occupancy rates above
90% during peak months of the season.
SKIER VISITS: November 92 - April 93 and estimated Season Total*
Skier days rose 5.6%, posting a record of over 11 million. In April alone,
skier days surged 43%, thanks to late snows that postponed closing dates in
several areas.
Despite the crowds that flocked to the slope in April, the On/Slope ratio
averaged only 1.18 skiers per acre of skiable terrain for the month. With
additional acreage planned to open for the 1993-94 ski season, the On/Slope
ratio will continue to decline offering skiers even more spacious terrain to
enjoy.
* Due to the fact that ski area(s) remain open past May, final numbers for
those areas are qualified estimates.
SEASON SUMMARY
% Change 91-92 Season
Retail Spending
($$$) November 1992 - April 1993 UP 8.5%
Enplanements
(# of airline passengers) November 1992 - April 1993
UP 5.4%
Lodging
(Hotel/Lodge Room Nights) November 1992 - April 1993 UP
4.0%
Skier Visits
(one skier skiing one day) November 1992 - April 1993 UP
5.6%
On/Slope Ratio
(Skiers/acre skiable terrain) April 1993 1.2 (v.s.
1.9 April 1983)
SURVEY TABULATION
The Colorado Ski Industry Indicators are prepared each month, December
through April, by Dr. Tucker Hart Adams, president of The Adams Group, Inc.
Over 130 businesses are contacted by phone during the first ten days of the
month.
The survey provides an early indicator of the impact of the ski industry on
the state's economy by measuring different components of the industry.
*-TravelBank.Com-*
COLORADO SKI INDUSTRY STATISTICS - 1992-93 SEASON
SKIER VISITS
DESTINATION RESORTS
Aspen Highlands 145,364
Aspen/Buttermilk/Snowmass 1,381,754 **
Crested Butte 506,310
Cuchara Valley 23,898
Howelson 17,395
Monarch 152,240
Mountain Cliffe 11,532
Powderhorn 71,641
Purgatory 316,862
Steamboat 1,053,002
Ski Sunlight 82,325
Telluride 275,424
Wolf Creek 126,704
Totals 4,164,451
DESTINATION FRONT RANGE RESORTS
Arrowhead N/A
Breckenridge 1,164,000
Copper Mountain 878,000
Keystone 1,041,781
Arapahoe Basin 240,000 *
SilverCreek 79,312
Vail 1,570,350
Beaver Creek 488,603
Winter Park 1,019,181
Totals 6,481,412
FRONT RANGE AREAS
Ski Cooper 67,062
Eldora 131,625
Loveland 227,134 *
Totals 425,821
GRAND TOTAL 11,071,684
This represents a 5.6% increase over 10,424,969 reported for 1991-92 ski
season.
* Estimates available at time of printing.
** Only combined mountain numbers available at time of printing.
WEATHER DAMPENS SPRING TOURISM SEASON
DENVER, JUNE 15, 1993 -- Tourism activity slowed in Colorado during May,
according to indicators released today by Dr. Tucker Hart Adams, President of
The Adams Group, an independent economic research firm. Erratic springtime
weather in the Colorado Rockies was linked to the decline.
Four of six indicators established by Adams to measure tourism activity in
the state were down compared to last May, including retail spending (-9.7%) and
lodging room nights (-17.2%) in eight mountain counties, as well as attrac tions
attendances (-4.9%) and visits to Colorado welcome centers (-4.9%). Enplaneme
nts at mountain airports, however, were up (+3.8%), as were highway counts at
majo r Colorado entry points and through the Eisenhower Tunnel (+1.7%).
Recreation visits to Rocky Mountain National Park, the state's most popular
tourist attraction, were down 24.9% due to poor weather. "Cold and wet weather
conditions prevented us from building momentum into the summer season,"
commented Christy Metz, spokesperson for the park. "We had snow on several
occasions, even through the end of May." Weather was also a factor in the
decline of recreation visits (19.0%) to the Black Canyon National Monument in
southwestern Colorado.
"May is part of Colorado's spring shoulder season, a transitional period
between the ski season and the summer tourism season," said Rich Meredith,
executive director of the Colorado Tourism Board. "Historically, May's results
have not always been consistent with the performance of subsequent summer
months."
Moreover, Dr. Adams notes that, "Declines in retail spending this May were
due, in part, to many tourism-related establishments in the mountains closing
for the month, after setting records during the six month winter season. This
is not uncommon, it's just that more businesses closed this May than last."
Not all areas of the state, however, were down this May. Pikes Peak area
attractions, including the Royal Gorge (+7.3%), the U.S. Air Force Academy
(+4.9%), and the Pikes Peak Highway (+41.6%), were up significantly over last M
ay, while lodging sales in Colorado Springs increased by a whopping 11.5%.
Visits t o the Colorado National Monument near Grand Junction increased by
22.2%, while visits to the Great Sand Dunes National Monument outside of Alamosa
were up 12.5%.
Occupancy rates in the Denver Metro area were also up, increasing by six
points or 10% over last May, according to preliminary figures provided by the
Horwath Hospitality Consulting Group. John Montgomery, spokesman for Horwath,
attributes the increase in part to Colorado Rockies baseball, but also notes
that Denver's increasing occupancy rates are part of a broader trend that began
back in January.
Year-to-date, tourism activity in Colorado remains on a healthy track.
Tourism-related spending has risen 7.9% and lodging nights have increased 3.3%
during the first 5 months of 1993.
The Colorado Tourism Indicators are based on a telephone survey of more
than 130 tourist businesses, six Colorado welcome centers, five highways and 13
major attractions. The survey is conducted by The Adams Group, Inc. the first
week of the month and provides an early indicator of tourism activity in the
state.
*-TravelBank.Com-*
COLORADO SKIING A GREAT VALUE TO SKIERS AND ECONOMY
March Ski Industry Indicators Point Up
Denver, CO, March 15, 1993...Colorado Ski Country USA (CSCUSA) mem ber resorts
posted gains for the month of February, again consistent with the continued exc
ellent snow conditions. Dr. Tucker Hart Adams, President of The Adams Group,
Inc., an independ ent economic research firm, today released the continuing good
news for Colorado skiers and th e state's economy.
"Spending in Colorado's eight major ski counties rose 6% thro ugh February,
out-pacing the state's 3.7% rate in 1992," reported Dr. Adams. "Despite the
grow th, the On/Slope Ratio only rose to 3.3 skiers per acre, per day, as
Colorado's 24,000 acres of ski able terrain provided uncrowded skiing for nearly
2.2 million skiers," added Dr. Adams.
All four ski industry indicators posted gains compared with o ne year ago,
lead by skier visits +7.7%, followed by enplanements +5.3%, retail spending +6.0
% and, lodging +3.7%. (Charts attached for detail.)
"February was a bonanza snow month for skiers and for Colorad o's economy,"
remarked Harry Mosgrove, CSCUSA chairman and president of Copper Mountain R
esort. Mosgrove continued, "Unlike other regions of the country, Colorado
continue d to get steady, almost daily doses of snow to powder up the slopes for
our skiers - instead of huge dumps making travel impossible."
Early indicators for the remaining season look bright with ad vance
bookings for spring break periods holding very strong. And, the snow continues
to fal l with March typically the snowiest month of the year, skiers can be
assured that this could be the spring ski experience of a lifetime. CSCUSA will
continue to report Dr. Adams' indicators on a monthly basis through the end of
the ski season. A summary of Dr. Adams' February 1993 find ings is attached,
along with descriptive charts.
*-TravelBank.Com-*
COLORADO SKI INDUSTRY INDICATORS ANALYSIS
FEBRUARY 1993
Prepared by Dr. Tucker Hart Adams
Spending in Colorado's eight major ski counties rose 6% through Fe bruary, out-
pacing the state's 3.7% inflation rate in 1992. Skiers enjoyed near record
snowfall.
SEASON TO DATE: Nov 92 - Feb 93 vs. Nov 91 - Feb 92
Restaurant sales (+2.4%) lagged spending on other goods and servic es (+8.4%).
Lodging (measured by hotel room nights) for the first four months of the 1992-93
ski season rose 3.7%. Room nights increase more slowly than other indicators,
due to limited supply, and as more and more skiers own or occupy homes or
condominiums near the slopes.
Airports in the eight ski counties reported a 5.3% increase in enp lanements.
Almost all of the respondents to the survey commented that they are having their
best season ever.
MONTH: FEBRUARY 93
Over 2.2 million skiers visited Colorado slopes in February. This brought the
year-to-date total to almost 7.1 million skier days, a 7.7% increase over the
record set in 1991-92. Despite the growth, the On/Slope Ratio only rose to 3.3
skiers per acre, per day as Colorado's 24,000 acres of skiable terrain provided
uncrowded skiing for the people that flocked to the slopes.
SURVEY TABULATION
The Colorado Ski Industry Indicators are prepared each month, December through
April, by Dr. Tucker Hart Adams, president of The Adams Group, Inc. Over 125
businesses are contacted by phone during the first ten days of the month. The
survey provides an early indicator of the impact of the ski industry on the
state's economy by measuring different components of the industry.
******************************************************************************
Colorado Ski Country USA (CSCUSA) is the private, non-profit trade association
representing the ski resorts in Colorado. CSCUSA communicates with many entities
including legislators, government officials, regulatory agencies, the travel
trade, media and consumers.
*-www.travelbank.com-*
Reproduced, with permission, from TravelBank.com Systems.
Computer Information Utility, Travel & Recreation Information.
