HomeMy WebLinkAboutMemo - Mail Packet - 12/15/2020 - Memorandum From Amanda King Re: Visit Fort Collins 2020 Annual Report And Update
MEMORANDUM
Communications & Public Involvement
215 N. Mason St.
PO Box 580
Fort Collins, CO 80522
970.416.2209
fcgov.com
DATE: December 9, 2020
TO: Mayor and City Councilmembers
THROUGH: Darin Atteberry, City Manager
Kelly DiMartino, Deputy City Manager
Tyler Marr, Interim Information and Employee Services Director
FROM: Amanda King, Communications & Public Involvement Director
RE: Visit Fort Collins 2020 Annual Report and Update
Per the City’s contract with Visit Fort Collins (VFC), Cynthia Eichler, President and CEO, has provided
the attached memo and draft 2020 Annual Report.
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TO: Amanda King
FROM: Cynthia Eichler
RE: Visit Fort Collins 2020 Summary Update
Visit Fort Collins adapted to an ever-changing environment in 2020. While marketing and management
functions delivered results through public relations, sales, visitor services and economic health
stimulation, it was done in new and deliberate ways to accommodate safety, and relevant results for our
residents, visitors and businesses.
We chose to pause the Destination Master Plan process in April 2020. With a high degree of impact to
the tourism industry and continuing unknowns, many stakeholders were unable to participate. The
organization also believed an evaluation of the industry would need to be determined once a path was
available, for a return to greater economic process stability. The process will resume in January 2021
and a finalized plan presented in May of 2021.
One item from the master plan process was brought forward during the pause. Visit Fort Collins
facilitated a Feasibility Study to determine if further conversation regarding a Tourism Business
Improvement District was viable for the organization. The study affirmed the possibility existed and the
board chose to continue forward with a formation discussion. Visit Fort Collins has engaged with Civitas
as a consulting company to further that effort. We have also worked with city leadership for guidance
and additional information will be shared at upcoming check in sessions.
Please find the recently completed Visitor Profile and Economic Impact Study. This is our second study,
and the information is used to help Visit Fort Collins in strategic decision making. The information also
demonstrates a positive connection to Jobs, Household Income, Sales Tax Generation and a strong
Return on Investment.
Our final item to share is the recently debuted eCommerce site. During this challenging time Visit Fort
Collins has created a platform to support small businesses. As an organization we can deliver additional
opportunity to connect residents, friends & family and fans of Fort Collins to the businesses they love.
Immediate results have included sales of $1000 per day on the site, over 180 inquiries to participate and
positive economic impact. Please take an opportunity to visit the site at The Fort Collins Marketplace
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2020 ANNUAL REPORT
Visit Fort Collins adapted to an ever-changing environment in 2020. While marketing and management functions delivered
results through public relations, sales, visitor services and economic health stimulation, it was done in new and deliberate
ways to accommodate safety, and relevant results for our residents, visitors and businesses.
PUBLIC RELATIONS
Activities resulted in $3.12 million in paid ad equivalency exposure.
COVID-19 RESPONSE • Creation of a dedicated landing page
• Implementation of FoCo From Home virtual events
calendar and information round-up
• Creation of FoCo ToGo Page to drive business during
Spring months
• Creation of Business Resource Kit (QR codes)
• Creation and promotion of the Safely Pledge
• Hotel support for all things COVID-19; County and City updates, Colorado Lodging
Association Updates, QR codes for guest assistance
• 3 Quarterly Coffee Meetings hosted virtually with GMs and DOS members in attendance
• Hotel, county and city support during the Cameron Peak fire; one instance included finding
over 300 rooms as a winter storm moved in, in addition to the evacuation of Estes Park.
• We were able to conduct a limited number of
site visits and booked the American Society
of Animal Sciences for 2021 and 2025.
• Booked USA Artistic Swimming
for 800 room nights in January 2021
VIRTUAL TRADE SHOWS
Attended 3 trade shows virtually meeting with
more than 70 meeting planners and events
rights holders
3%
8.6Kfollowers
39.2K
14%followers
9%
19.8Kfollowers
social mediaPlanner boxes (pictured at right) distributed to
Top 30 Event Planners – Love Fort Collins
COVID-19 RESOURCES
• Weekly Newsletters with updates and
resources
• Quarterly Zoom Meetings
• Promotion initiatives to support
businesses
FORT COLLINS MARKETPLACE
Visit Fort Collins
launched
an online
marketplace on
Black Friday to
highlight local
businesses. More than 20 vendors are
participating, including Coppermuse &
Dandelion Toys.
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VISIT FORT COLLINS STAFF
Cynthia Eichler
President and CEO
Katy Schneider
Director of Marketing
Erik Barstow
Director of Sales
Justin Koroneos
Partnership Manager
Melissa Draxler
Office Manager &
Executive Assistant to CEO
Drew Southers
Welcome Center Lead
Visit Fort Collins leads the region in attracting visitors for a diverse set of
experiences, facilitating the highest quality visitor experience in order to
enhance the area’s economy and quality of life for residents.
TOURISM BUSINESS IMPROVEMENT DISTRICT
With information from the Tourism Master Plan, the Board of Directors to begin
to explore the concept and viability of a Tourism Improvement District. As part
of the process, Visit Fort Collins engaged with Civitas, a nationally recognized company, with expertise in the
creation of tourism improvement districts. The board began with a Feasibility Study to determine if a district
could be utilized in Fort Collins and the State of Colorado. Through that study and conversation with the City of
Fort Collins it was determined a district could be created and administered. With this determination in hand, the
Board of Directors entered into a second agreement with Civitas to begin work to move forward with a Tourism
Business Improvement District Formation process. In addition to working with the City of Fort Collins legal
services department a hotel steering committee was formed. This hotel committee, along with Visit Fort Collins
staff continue to work toward the creation of an improvement district to strengthen financial resources and
investments for tourism.
VISITOR PROFILE AND ECONOMIC IMPACT RESEARCH
Research was conducted for a second time to assist in strategic decision making.
Visit Fort Collins again worked with RRC Associates, a firm specializing strategic
market research, data analysis and consumer intelligence for the tourism and outdoor recreation industries.
The first study engaged a timeframe in 2016/2017, the current study analyzed 2019/2020. Timing for the study
was May 2020 to April 2020. A majority of the research timeframe was not impacted by COVID19.
3 signature links
4 desired outcomes:
branding our community
building our community
including our community
sustaining our community
10 strategic themesPhoto: Richard Haro2020 BOARD OF DIRECTORS
Gary Ozzello (Chair)
Director of University Relations,
Canvas Credit Union
Jennifer Wright
Manager of Special Projects
& Executive Support,
Colorado State University
Ken Brink
Visitor Services Manager/Captain,
Larimer County Natural Resources
Ellen Rotunno
Director of Sales,
Best Western University Inn
Kate Cooper (Treasurer)
Director of Events and
Community Engagement,
Ginger and Baker
Molly Skold (Secretary)
Vice President of Marketing
and Communications,
East Campus Realty, LLC.
Sandi Fredrickson
General Manager,
Marriott Fort Collins
Chris Ashby
Director,
The Ranch
Andrea Coy
Communications Coordinator, Designer,
Bohemian Foundation
Bethany Cloud
Tap Room Manager,
Odell Brewing Company
Lauren Gleason
Director of Events & Conference Services,
Colorado State University
Daniel Benton
General Manager,
Hilton Fort Collins
Sean Godbey
Owner,
Old Town Spice Shop
Amanda King
Communications & Public Involvement,
City of Fort Collins
Matt Robenalt
Executive Director,
Downtown Development Authority
In addition to the Board of Directors for Visit Fort Collins a, a
Leadership Committee convened for this community wide
effort. Leadership Committee Members included:
• John Williams, Advanced Energy
• Matt Robenalt, Downtown Development Authority
• Ginger Graham, Ginger & Baker
• Jason Dennison, Downtown Business Association
• David May, Fort Collins Area Chamber of Commerce
• Amanda King, City of Fort Collins
• Molly Skold, Campus Retail, LLC
• Jim McDonald, City of Fort Collins Arts and Culture
• Cheryl Zimlich, Bohemian Foundation
• SeonAh Kendall, City of Fort Collins
• Ken Brink, Larimer County
• Gary Ozzello, Colorado State University/Canvas Credit Union
• Ben Costello, Mountain Whitewater
• Kevin Smith, Hilton Fort Collins
• Tom Scharf, Music District
Work was paused in May 2020 as the intensity of COVID19 challenges intensified. The process will begin
for completion in 2021. This will also provide for additional considerations to be made for recovery, and a
bridge to core components of the overall plan.
In partnership with the City of Fort Collins, a Destination Master Plan progressed. The opportunity focused
an opportunity to look at tourism in a strategic, comprehensive manner and will assist in leading the
community and stakeholders towards aligned goals.
LOOKING TO THE FUTURE
key highlights 4,197
jobs
35.4x
return on investment
$10 m
sales tax generated
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Visit Fort Collins
Visitor Study 2019/20
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▪Methodology and selected findings
▪Visitor profile and Demographics
▪Travel Party Characteristics
▪Family & Friends
▪Experience and Perceptions
▪Visitor Information Requests
▪Satisfaction Ratings
▪Conclusions
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Introduction & Selected FindingsDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Introduction
This report summarizes the findings from a 2019/20 visitor profile
study conducted on behalf of Visit Fort Collins by RRC
Associates.
The information from this project is intended to assist Visit Fort
Collins in gaining a better understanding of its current visitor
segments, to profile the most important demographic
characteristics of visitors, to measure satisfaction with a variety of
attributes of the experience, and to understand the dynamic of
tourism overall in Fort Collins.
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Selected Findings
▪Fort Collins attracts a healthy variety of visitors from varying demographics. Fort Collins
also attracts a large share of first-time overnight visitors (56%), while day visitors
tended to be repeat visitors (80% of day visitors had visited previously).
▪In 2019/20 47% of local respondents reported hosting out-of-town visitors in the past 3
years, demonstrating the importance of local residents to the larger tourism economy.
▪The average overnight travel party spent $1,104 in Fort Collins throughout their trip,
and day visitor travel parties spent $259 during their visit. On a per-person, per-day
basis, overnight visitors spent $141 while day visitors spent $106
▪Overnight visitors stay an average of 3.8 nights in the area, up from 3.5 nights in 2016/17.
Average travel party size was 3.8 people for overnight visitors, up from 2.9 people. The
larger travel party sizes and longer stays contributed to the increase in total visitor
spending.
▪Satisfaction with aspects of Fort Collins is high. Overall value of the visit, overall town
cleanliness, and variety of activities/things to do received the highest scores. Individual
ratings remained consistently positive compared to 2016/17.
▪Among overnight visitors only, California is the top source of visitors to Fort Collins
this year (12%), followed by Colorado (8%).
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Methodology
The 2019/20 Visitor Profile Study utilized three different techniques
for gathering information about visitors to Fort Collins.
1.An in-person survey at popular locations in the area, such as
Old Town Square, Breweries, CSU stadium, etc.
2.Stationary survey kiosks placed in strategic locations, including
the Fort Collins Visitor Center, the Museum of Discovery, and
hotel lobbies.
3.An online survey delivered to those who had requested the Fort
Collins visitors guide.
Between the three research methodologies, a total of 1,113 surveys
were gathered between July of 2019 and April of 2020.
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Survey Questions
Some of the key topics addressed in the survey include:
▪Geographic origin, including overnight, day visitor, or local resident;
▪Demographic information, including gender, age, household composition, and household income;
▪Visitor expenditures
▪Activity participation and attractions visited on the trip;
▪Patterns of local residents hosting out-of-town visitors in their homes;
▪Satisfaction with the experience in Fort Collins, including lodging, dining, variety of activities, and customer service;
▪Overnight visitor habits and behavior, such as number of nights stayed, location of lodging, and type of accommodations.
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Visitor Profile & DemographicsDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Visitor Demographics
Fort Collins attracts a variety of
visitors. In terms of household
status, a mix of visitors with a variety
of household makeups was
recorded in the survey. Compared to
the 2016/17 version of the survey,
Fort Collins had an increase in
shares of visitors from households
with children at home and a decline
in single visitors without children.
A mix of ages and household
incomes is also documented, with a
noticeable group of 25-to 34-year-
olds in the sample, but relatively
consistent shares as 2016/17. Most
visitors earn $150,000 or less in
annual household income.
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Overnight Visitors
Three out of five overnight visitors were
staying in a hotel/motel, marking a 9%
increase over 2016/17. Additionally,
2019/20 saw a decrease in visitors
staying with family/friends (12%), which
was the number two accommodation
type in 2016/17, shifting toward
vacation home rentals, such as AirBnB,
as the second highest share of visitor
accommodations (15%).
72% of overnight visitors were staying
in Fort Collins, with a small minority
staying in other locations like Loveland.
The share of visitors staying in
Loveland (11%) saw a sizeable
increase when compared to 2016/17
Overnight visitors were staying in Fort
Collins for an average of 3.8 nights.
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Including Boulder, Estes
Park, Cheyenne WY,
Timnath and other CO.
locations in smaller shares
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Prior Visitation
Over half of overnight
visitors surveyed
were first-time
visitors to Fort
Collins, while 4 out of
5 day visitors had
been to Fort Collins
at least once prior to
their visit. On
average, overnight
visitors had made 2.1
visits to Fort Collins
in the past 5 years,
while day visitors
averaged 6.6 visits in
the same period.
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Top States for Overnight Visitors
Among overnight visitors only, California is the top source of visitors to Fort Collins this year (12%), followed
by Colorado (8%), while in 2016/17 California was the second highest; notably there was a 6 percentage
point decrease in Colorado visitors between the two sample years. Other important states for overnight
visitors include Illinois, Wisconsin, Florida, and Texas, each accounting for 6% of overnight visitors, followed
by smaller shares from Missouri (4%), Ohio (4%), Minnesota (3%), and Oklahoma (3%).
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Travel Party CharacteristicsDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Travel Party Makeup
The majority of survey respondents indicated that they were traveling with their spouse, including 71% of overnight
visitors and 44% of day visitors. The next highest share of visitors had children with them; however, day visitors
had smaller shares in this group (19%) and larger shares traveling alone (32%). Notably, 2019/20 recorded a
decrease in shares of day visitors traveling with friends (from 26% in 2016/17 to 16% this year).
People were traveling with an average of 3.3 people in 2019/20. Overnight visitors were in a larger travel party (3.8
people) as compared to overnight visitors (2.7 people).
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Reason for Visiting
Recreation/general vacation and
business were the top 2 reasons for
visiting Fort Collins; however, visitors
here for business were primarily on
day visits (34% of all day visitors),
while those seeking recreation/
general vacation offered large shares
of both overnight (49%) and day
visitors (23%), emphasizing the
importance of these two motivations
as visitation drivers for Fort Collins.
When compared to 2016/17 survey
results, the high share of day visitors
traveling to Fort Collins for business
stands out, having increased by 30%,
however business offered little growth
in overnight visitors during the same
period.
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Family & FriendsDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Family & Friends
Just under half of local residents indicated that they have hosted out of town visitors in their home in the
past 3 years (47%), a substantial decrease from 2016/17; however, a larger share of respondents indicated
that did not know or were unsure. The average party size of such visitors was 2.7 people, staying an
average of 3.8 nights.
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Experience & PerceptionsDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Visitor Activities
Fort Collins visitors participate in a
wide variety of activities during their
trip. Consistent with 2016/17, the
most popular were dining out, visiting
Downtown Fort Collins, and visiting
breweries; these results show the
importance of visitors to the
restaurant and retail industry in and
around the Downtown area.
Shopping, general sightseeing,
visiting distilleries/wineries are also
important visitor activities. Business
meetings, hiking/climbing, people
watching/hanging out, and cultural
performances/arts round out the list
of top activities for visitors.
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Travel Party Spending Amounts
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In 2019/20 visitors were asked to estimate their spending throughout their trip in 5 categories (instead of in
terms of simply overall spending as asked in 2016/17). Fort Collins visitors contribute a significant amount
to the local economy, spending money on lodging, restaurants, retail stores, recreation, and other spending.
The average overnight travel party spent $511 on lodging. Other than lodging, the highest spending
category for visitors was on food & drinks/restaurants/bars, which is consistent with the high participation in
these activities. Throughout their trip, overnight visitor travel parties spent an average of $436 on food &
drinks, while day visitor travel parties spent $173 in this category during their visit.
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Total Spending Amounts
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Overall spending throughout
visitors' trips averaged $910,
showing that Fort Collins
visitors contribute a
significant amount to the
local economy.
The average overnight travel
party spent $1,369 in Fort
Collins throughout their trip
and day visitors spent $297
during their visit, however the
largest shares in both
categories spent between
$100 and $499.
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Spending Amounts Per-Person, Per-Day
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When comparing overall
visitor spending on a per-
person, per-day basis, the
overall average was $125
across all visitor segments,
up from $88. Overnight
visitors spent on average
$141 during their trip, while
day visitors spent an
average of $106 per-
person, per-day during the
day they visited. These
figures are higher than
those documented in the
2016/17 research.
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Visitor Information RequestsDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Information Requests
Among people who requested information about Fort Collins from the Visit Fort Collins website, most had
already decided to visit Fort Collins and wanted more information about what to see and do (33%);
however, this share was much higher in 2016/17. Similarly, only 1 in 4 respondents who requested visitor
information visited Fort Collins, while in 2016/17, 68% had. Of those who did visit after requesting
information, the month of their visit followed similar patterns as 2016/17, with increased visits in January
and February.
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Satisfaction RatingsDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Satisfaction with Fort Collins
Satisfaction with aspects of Fort Collins is high. Overall value of the visit, overall town cleanliness,
and variety of activities/things to do received the highest scores. Individual ratings remained
consistently positive compared to 2016/17.
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Likelihood to Return/Recommend
Approximately 55% of respondents are likely to return to Fort Collins in the future (rated 9 or 10), down
somewhat compared to 74% in 2016/17. Respondents are also less likely to recommend Fort Collins this
year compared to 2016/17. Results are still positive yet decreased by a significant margin since 2016/17.
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ConclusionDocuSign Envelope ID: 69729C60-1E5A-4157-954A-C0DF63A1A9F3
Conclusion
The visitor profile study results provide an important level of information
about Fort Collins visitors.
▪Changes between the results of the 2019/20 compared to 2016/17 emphasize
an evolving dynamic in Fort Collins visitation and positive trends in Fort
Collins tourism.
▪Restaurants, bars, breweries, Old Town Fort Collins, and scenic nearby areas
offer powerful drivers of visitation to Fort Collins, as evidenced by both high
participation and spending in these areas and activities, as well as a high
share of respondents citing these aspects as primary reasons for their visits.
▪Reasons for visiting Fort Collins include general vacation, business
(especially among day visitors), visiting family/friends, combined
business/pleasure, and college -related visits. This diversity demonstrates an
overall level of health in the tourism economy.
▪Overall satisfaction ratings of local services and amenities in Fort Collins
remains high, though likelihood to recommend and likelihood to return both
declined.
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Thank You RRC Associates
4770 Baseline Road, Suite 360
Boulder, CO 80303
RRCAssociates.com
303-449-6558
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Prepared for:
Fort Collins Convention and Visitors
Bureau
Prepared by:
RRC Associates, Inc.
4770 Baseline Rd., Ste 360
Boulder, CO 80303
303/449-6558
www.rrcassociates.com
Visit Fort Collins
2019/20 Economic Impact of Tourism
October 2020
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RRC Associates
2019/20 ECONOMIC IMPACT OF TOURISM
Draft Results
INTRODUCTION
This report summarizes the estimated economic impact of tourism in the City of Fort Collins in
2019/20 (the 12-month period encompassing April 2019 to March 2020). The results are
primarily based on a year-long visitor study conducted by RRC Associates and on the IMPLAN
economic impact modeling system, a software and data package widely used for assessing the
economic impacts of a variety of industries, including tourism.
EXECUTIVE SUMMARY
Table 1 below summarizes selected key findings from the research.
Table 1
Summary of Selected Key Findings
Economic Measure
(all figures in millions except jobs) 2019/20 2016/17
Percent
Change
Direct economic impact* $222.0 $176.0 26.1%
Secondary economic impact (indirect
and induced effects) + $124.3 + $98.6 26.1%
Total economic impact
(Direct economic impact plus
secondary impact)
$346.3 $274.6 26.1%
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Visit Fort Collins CVB 2019/20 Economic Impact of Tourism
RRC Associates P a g e | 2
Total Jobs 4,197 3,801 10.4%
Total Labor Income $112.2 $89.4 25.5%
City of Fort Collins sales tax
generated by tourism $10.0 $7.7 30.7%
ROI (Influenced leisure trip spending
to Visit Fort Collins budget) 35.4 times 30.6 times
* Excluding airfare and expenditures outside of the City of Fort Collins.
Using information from the 2019/20 Fort Collins Visitor Study, hotel lodging statistics from
Rocky Mountain Lodging Report, and IMPLAN multipliers for the City of Fort Collins, this report
estimates that the total economic impact of tourism for the City of Fort Collins in 2019/20 to
be $346.3 million, including direct economic impact in the City of Fort Collins of $222 million
and secondary impacts (indirect and induced) of $124.3 million. These figures are up 26.1
percent from the 2016/17 Economic Impact study, an impressive gain that captures the
increased level of tourism in Fort Collins over that time period.
The estimated number of jobs in the City of Fort Collins attributable to tourism is 4,197,
including 3,259 jobs directly tied to the tourism industry. The number of tourism jobs was up
10.4 percent.
The total labor income attributable to tourism in the City of Fort Collins is $112.2 million, up
25.5 percent.
The estimated amount of tax (sales, lodging, food service, and admissions) that visitors
contribute to the City of Fort Collins is $10.0 million, or approximately $160 per household in
the City of Fort Collins.
The return on investment for Visit Fort Collins’s total budget in terms of generating marketable,
influenced visitors to Fort Collins, is 35.4 times, up from 30.6 times return in the 2016/17
report.
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Visit Fort Collins CVB 2019/20 Economic Impact of Tourism
RRC Associates P a g e | 3
METHODOLOGY
This report presents estimates of the economic impacts of tourism in the City of Fort Collins for
2019/20. The information used to calculate the economic impact is primarily derived from two
sources: the 2019/20 Fort Collins CVB Visitor Study, and 2019 IMPLAN data for zip codes
encompassing the City of Fort Collins. Additionally, the analysis has been informed and
corroborated by a variety of other tourism research sources and governmental revenue
sources, as discussed later in this section.
The study estimates the following types of economic impacts resulting from tourism in the City
of Fort Collins:
• Volume of visitation (as measured in visitor-days)
• Direct visitor expenditures
• Direct and “secondary” (indirect and induced; aka “multiplier”) economic output
• Direct and “secondary” employment
• Direct and “secondary” labor income
Visitor Study
The 2019/20 Fort Collins CVB Visitor Study provided a detailed analysis of visitors to Fort
Collins, including their demographics, geographic origin, length of stay, reason for visit,
activities and events participated in during the trip, and expenditure amounts. This last piece of
information – direct visitor expenditures – is one of the critical primary inputs to the Economic
Impact study.
The visitor research program for the Fort Collins CVB utilized a hybrid approach to data
collection, which included three different methodologies:
1) Stationary survey kiosks placed at various locations.
o Survey kiosks were placed at various times of the year in the Fort Collins
visitor center, the Museum of Discovery, various hotel lobbies, and other
locations
2) Short interviewer intercept surveys, administered in selected places around Fort
Collins.
o Intercept surveys were completed in and around music festivals, CSU events,
business and retail stores, downtown pedestrians, and other locations in the
city.
3) An online survey delivered via email to those who had requested the Fort Collins
visitors guide.
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Visit Fort Collins CVB 2019/20 Economic Impact of Tourism
RRC Associates P a g e | 4
The total survey sample size for the 2019/20 Visitor Study included 1,113 intercept and follow-
up surveys. The sample size, from a purely statistical calculation, provides a 95 percent
confidence level of +/-2.94 percent about any given percentage expressed in the overall results.
In other words, for a results that shows 50 percent of visitors participated in a particular
activity, the true percentage is somewhere between 47 and 53 percent.
The primary inputs from the 2019/20 Fort Collins CVB Visitor Study used in this Economic
Impact Study were the visitor mix (day visitor, overnight visitor staying with fam ily/friends,
overnight visitor staying in commercial lodging), and aggregate level of expenditures in Fort
Collins per person per trip. It is important to note that the visitor expenditure results are from a
primary survey research effort, and not from a secondary source. Therefore, the visitor
expenditure figures are largely accurate, representative, and specific to Fort Collins.
IMPLAN
Using input-output analysis in combination with regional specific Social Accounting Matrices
and Multiplier Models, IMPLAN provides a highly accurate and adaptable model for its users.
The IMPLAN database contains county, state, zip code, and federal economic statistics which
are specialized by region, not estimated from national averages and can be used to measure
the effect on a regional or local economy of a given change or event in the economy's activity.1
For purposes of this analysis, an IMPLAN economic impact model was developed based on the
geographic area encompassing zip codes to which the US Postal Service has assigned the
location name “Fort Collins.”
Other Sources
As noted previously, a variety of other data sources have been used to inform the analysis, as
outlined below:
• “Colorado Travel Impacts 1996 – 2019” by Dean Runyan Associates was utilized to
inform/confirm estimates of visitor expenditures by industry sector and visitor group,
particularly in reference to that study’s estimates of the economic impacts of overnight
travelers to Larimer County in 2019.
• “Colorado Travel Year 2019” by Longwoods International was utilized to inform/confirm
estimates of visitor volumes, visitor types (day or overnight) and visitor expenditures by
visitor group.
• A variety of other data was referenced as well, including:
o City of Fort Collins accommodations and sales tax collections by sector, as
reported by the City of Fort Collins.
1 IMPLAN website, www.implan.com
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o State taxable sales for the City of Fort Collins and Larimer County, as reported by
the Colorado Department of Revenue.
o A variety of hotel lodging metrics, as reported by Rocky Mountain Lodging
Report for the City of Fort Collins (room inventories, lodging occupancy rates,
average daily rates, etc.).
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REPORT FINDINGS
Visitor Study Findings
This section presents the information from the 2019/20 Visitor Study that is most relevant to
the Economic Impact study.
Table 2
2019/20 Visitor Type
Visitor Type
Percent of
Visitor-Days
Overnight Visitor in Fort Collins commercial/paid lodging 33.8%
Other Overnight Visitor (non-Fort Collins locations, RV, dorm room, etc.) 18.9%
Overnight Visitor staying with family/friends 6.9%
Day Visitor 40.5%
Total 100.0%
Source: Fort Collins CVB 2019/20 Visitor Study
• Visitor Type. Information from the 2019/20 Visitor Study was used to create a customized
visitor type distribution, as presented in Table 2 above. As shown, overnight visitors staying
in commercial/paid lodging in the City of Fort Collins (hotel, motel, Airbnb, etc.) accounted
for approximately 34 percent of visitor-days. Those staying in overnight accommodations
outside Fort Collins (primarily Loveland) and visitors in other accommodations (camping,
RV, dorm room, etc.) represented 19 percent. Those staying overnight with family or friends
were the third major segment of visitors (7 percent of visitor nights). Finally, day visitors
were 40.5 percent of all visitors.
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Table 3
Average Daily Expenditures per Person, by Visitor Type
Visitor Type
Average Daily
Expenditures per
Person
Overnight Visitor staying in commercial lodging $146
Overnight Visitor staying with family/friends $123
Other Overnight Visitor $106
Day Visitor $106
Overall (weighted average by segment size) $121
Source: Fort Collins CVB 2019/20 Visitor Study
• Per Person Daily Expenditures. Information from the 2019/20 Visitor Study also provided
information on per person daily expenditures while in the City of Fort Collins, as shown
above in Table 3. Overnight visitors staying in commercial lodging ($146) spend slightly
more per person per day than overnight visitors staying with family/friends ($123 per
person per day on average). Overnighters in other lodging and day visitors spend somewhat
less ($106 each). Although overnight visitors spend considerably more than day visitors, on
average, it is worth noting that day visitors tend to be repeat guests who regularly
contribute to the Fort Collins economy.
Hotel Statistics
Hotel statistics are provided by Rocky Mountain Lodging Report. For the 12-month period that
corresponded to the Visitor Study survey research (April 2019 to March 2020), the supply of
available hotel rooms in the City of Fort Collins only (not including hotels in unincorporated
areas close to the City or other parts of Larimer County) was 696,150 available rooms, a
substantial increase of 29 percent from 3 years ago. During that same period, a total of 452,425
of those hotel rooms were occupied (a 24 percent increase from 2016/17). The increase in the
number of available and occupied hotel rooms is a significant contributor to the increase in
the total economic impact of tourism in the City of Fort Collins.
The annual occupancy rate was 65 percent, down slightly from 67.4 percent over the 2016/17
study period. Additionally, the average room rate (ADR) in Fort Collins in 2019/20 was $125.19,
up from $114.88. The average revenue per available room (RevPAR) was $81.36, up from
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$76.90. (The information in this paragraph is not specifically used to calculate the economic
impact below but is provided for general informational and context purposes.)
Given an average of 1.65 persons per occupied room (calculated based on the actual per person
spent on hotels divided by the average room rate), the estimate of the total number of visitor-
nights in hotels in the City of Fort Collins only was 746,501.
From the Visitors Survey, it is known that the average length of stay for overnight visitors is 3.5
nights. Dividing 746,501 hotel room-nights by 3.5 nights per stay results in a total of 211,846
unique individuals staying in Fort Collins hotels in 2019/20.
Number of Visitor-Days in Fort Collins in 2019/20
Table 4
Total Direct Visitors Spending in City of Fort Collins, 2019/20
Visitor Type
Number of
visitor-days
Per person
daily spend
Total Visitor
Expenditures
(Millions)
Overnight Visitor staying in
commercial lodging 746,501 $146 $109.0
Other Overnight Visitor
(camping, dorm room, etc.)
416,746 $106 $44.0
Overnight Visitor staying
with family/friends
152,643 $123 $18.7
Day Visitor 894,350 $106 $94.9
Overall 2,210,240 $121 $266.6
Sources: Fort Collins CVB 2019/20 Visitor Study
Combining the information from the Visitor Study with hotel operating statistics results in
estimates of the visitor-days in Fort Collins in 2019/20. (A visitor-day is one person staying one
day in Fort Collins. Day visitors spend one day in Fort Collins, and overnight visitors spend
multiple days in Fort Collins. A party of three overnight visitors staying two nights would be six
visitor-days.)
Overnight visitors staying in commercial lodging accounted for approximately 746,501 visitor-
days. Thus, the remaining visitor segments, as profiled in Table 4 above, are other overnight
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(146,746 visitor-days), overnight with family/friends (152,643 visitor-days), and day visitors
(894,350 visitor-days).
Total visitor-days in Fort Collins in 2019/20 amounted to 2.21 million.
The total direct spending by visitors in the City of Fort Collins in 2019/20 was $266.6 million,
up from $211.4 million in 2016/17.
Return on Investment
Table 5
Return on Investment, Direct Expenditures Only
Measure Number
Marketable trips a 66%
Non-marketable trips 34%
Marketable trips influenced by Visit Fort Collins b 26%
Total influenced trips c=a x b 17.2%
Total annual visitor days in Fort Collins d 2,210,240
Influenced days e=c x d 379,277
Spending per person per day on influenced trips f $120.63
Total influenced trip spending g=e x f $45,753,885
Visit FC 2019 Total Budget h $1,294,000
ROI i=g / h 35.4
Longwoods International, a tourism research firm that profiles the Colorado state tourism
industry, defines “marketable” leisure trips as non-business (including combined business-
pleasure) and non-visiting friends/family trips. Influenced trips are those marketable leisure
trips to Fort Collins that would not likely otherwise happen without some advertising or
promotion to influence that visitation.
In Fort Collins, 66 percent of trips were marketable, while 34 percent were not marketable.
Among the marketable trips, 26 percent were influenced by the Visit Fort Collins CVB. Thus,
17.2 percent of total visitor trips to Fort Collins were influenced by the CVB.
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Among the visitors on influenced trips, the average spending for the visit was $121 per person
per day. These influenced trips generated an estimated $45.85 million in direct spending in Fort
Collins.
Given the Visit Fort Collins 2019 total budget of $1.294 million, the return on that investment,
in terms of influenced visits to Fort Collins, is 35.4 times. In other words, for every dollar that
Visit Fort Collins spends, the return is 35 times in terms of direct expenditures from visitors who
were influenced by Visit Fort Collins.
Employment Impact
Table 6
Jobs Impact of Tourism, City of Fort Collins
Jobs Impact Direct Indirect Induced Total
Accommodations 682 136 117 936
Food Service 1,188 94 148 1,430
Food Stores 71 7 13 91
Local transportation & gas 150 28 29 207
Arts, Entertainment, Recreation 830 224 68 1,122
Retail sales 338 33 41 412
Total Jobs 3,259 522 416 4,197
Source: 2019/20 Visitors Study, IMPLAN 2019 City of Fort Collins
An important output of the IMPLAN database is estimated multipliers of the number of jobs
created as a result of the industry in question (in this case, tourism). The jobs calculation
includes people directly employed by tourism-related businesses (such as the desk clerk and
housekeeper in a hotel) as well as people working in businesses that have an indirect
connection to tourism (retail stores, restaurants, food stores, gas stations, and many other
jobs). The proportion of the job that is related to tourism is estimated by the IMPLAN
employment multipliers for the City of Fort Collins.
The estimated number of jobs in the City of Fort Collins attributable to tourism is 4,197,
including 3,259 jobs directly tied to the tourism industry.
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Labor Income Impact
Table 7
Labor Income Impact of Tourism, City of Fort Collins
Labor income impact Direct Indirect Induced Total
Accommodations $20,710,360 $6,114,473 $4,765,631 $31,590,464
Food Service $29,403,104 $4,407,365 $6,010,258 $39,820,727
Food Stores $2,649,802 $319,560 $527,952 $3,497,314
Local transportation & gas $5,308,154 $1,398,040 $1,184,873 $7,891,067
Arts, Entertainment,
Recreation
$10,487,148 $5,238,516 $2,776,060 $18,501,724
Retail sales $7,873,587 $1,413,322 $1,647,108 $10,934,017
Total labor income $76,432,155 $18,891,276 $16,911,882 $112,235,313
Source: 2019/20 Visitors Study, IMPLAN 2019 City of Fort Collins
Another output of the IMPLAN database is labor income impact, or the payroll and wages paid
to employees as a result of tourism in the City of Fort Collins. These labor income dollars
include wages paid to individuals employed in tourism related business, and indirect and
induced businesses as well.
The total labor income attributable to tourism in the City of Fort Collins is $112.2 million.
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SALES TAX COLLECTIONS ATTRIBUTABLE TO VISITORS
Table 8
City of Fort Collins Sales Tax Generated by Tourism
Estimated City of
Fort Collins Sales Tax
Generated
Accommodations $5,378,079
Food Service $2,560,914
Food Stores $426,426
Local transportation & gas $94,755
Arts, Entertainment, Recreation $35,808
Retail sales $1,553,911
Totals $10,049,893
Source: 2019/20 Visitors Study, IMPLAN 2019 City of Fort Collins
Tourism in Fort Collins generates sales tax – from retail purchases, lodging, restaurants, and
admissions taxes. The estimated amount of tax (sales, lodging, food service, and admissions)
that visitors contribute to the City of Fort Collins is $10 million, as presented in Table 8 below.
The tax revenue from tourism in the City of Fort Collins generated approximately $160 per
household in the City (62,796 households in the City of Fort Collins in 2019, per the U.S.
Census).
CONCLUSION
Tourism is an important industry in the City of Fort Collins, with a significant economic impact in
terms of direct visitor spending, secondary impacts, and employment impacts. The overall
health of the industry should be a priority of those involved in decisions and policy related to
tourism in the City of Fort Collins.
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Appendix: Expenditures, Direct Economic Impact and Total Economic Impact
Summary of Results
Table 9
Total Economic Impact in Fort Collins by Sector
Total Economic Impact of Tourism
Direct
Economic
Impact
Secondary
Impact
(Indirect and
Induced)
Total Economic
Impact
Accommodations $70.8 $36.0 $106.7
Food Service $72.5 $37.2 $109.8
Food Stores $5.8 $3.1 $8.8
Local transportation & gas $13.5 $8.2 $21.6
Arts, Entertainment, Recreation $40.4 $28.9 $69.3
Retail sales $19.1 $11.0 $30.1
Total Economic Impact of Tourism $222.0 $124.3 $346.3
The total economic impact of tourism in the City of Fort Collins in 2019/20 is estimated to
have been $346.3 million. This number accounts for the direct and secondary impacts
associated with non-resident visitors and their immediate travel parties.
Terminology
In order to evaluate the economic scope and impacts of tourism annually in Fort Collins, several
economic measures have been calculated: “Direct Economic Impact,” “Secondary Economic
Impact,” and “Total Economic Impact.”
• “Direct Visitor Expenditures” shows the estimated dollar amounts spent by all visitors to
Fort Collins, as collected on visitor surveys and discussed above.
• “Direct Economic Impact” is a measure of economic activity associated with visitors to
the City of Fort Collins. Economic activities associated with tourism from those who
reside within Larimer County are excluded, since it is assumed that they would have
spent their discretionary/entertainment dollars on other goods/services/activities in the
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local area anyway. “Economic impact” is thus a slightly narrower measure than
“economic significance,” and it tabulates the incremental “new money” brought into
the City of Fort Collins by outside visitors attracted to the area as a result of tourism.
Again, the term “direct” further specifies that the economic impact evaluation has been
limited to first-order economic effects. Secondary/multiplier impacts are included later
in this analysis and are in addition to the direct effects.
Note as well that the direct economic significance/impact measures described above
differ from raw expenditures, insofar as the economic significance/impact measures
both incorporate an adjustment to retail purchases to include retailer margins only, and
thus more accurately reflect local economic activity. This methodological step is
described in more detail in the “detailed calculations” section to follow.
• “Secondary Economic Impact” represents the additional economic activity stimulated in
the local economy as a result of the direct impacts, and is sometimes referred to as the
“multiplier effect.” This includes “indirect” effects associated with the supply chain (e.g.
the linen provider which services a hotel) and “induced” effects associated with
employees in directly or indirectly affected industries spending their wages in the local
economy; plus related follow-on rounds of economic activity from these indirect and
induced effects. This analysis uses output multipliers calculated by the Minnesota
IMPLAN Group for applicable industry sectors for the City of Fort Collins as of 2019, to
estimate secondary economic impacts.
• “Total Economic Impact” represents the sum of direct and secondary economic impacts.
Detailed Calculations
The worksheets that follow present a detailed outline of the methodology employed in
developing the estimates for direct economic impact and significance and total economic
impact and significance.
The total per person daily visitor expenditure figure was broken into spending categories using
a proportionate allocation based on research from Dean Runyan’s 1996-2016 study of Colorado
Travel Impacts. The share of visitor spending in Larimer County documented in that report was
used to allocate the daily per person spending from the Visitors Study. The results of the
spending allocation into the various categories can be seen in Table 7 below.
Other considerations in the calculations include the following:
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• Identify Larimer County residents and non-residents by the zip code provided in the
survey. Residents are excluded from the economic impact totals.
• Use visitor-nights (days) by visitor type as presented in Table 2 above.
• Use the per capita per day expenditure figures noted above in
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• Table 3 to create spending estimates for visitors.
• Adjust retail sales to reflect local capture of economic value. Much of the price of retail
items reflects manufacturers’ costs of creating goods (cost of goods sold), as well as the
costs charged by transporters and wholesalers. Insofar as such manufacturers,
transporters and wholesalers are located outside of the Larimer County region, it is
important to exclude those portions of economic value creation from the local
economic evaluation, and only include that proportion of economic value represented
by the retailer’s margin. This step is applied in this analysis to grocery purchases,
shopping purchases, transportation/gas expenditures, and other expenditures. Based on
data reported for the City of Fort Collins in 2019 by the IMPLAN economic modeling
system, a grocery retail margin of 30.4 percent, a blended retail margin of 47.3 percent,
and a local transportation/gas margin of 75.2 percent, have been applied to
expenditures in these categories. These adjustments are presented in Error! Reference
source not found. below. These adjustments are applied to the raw retail expenditure
figures to derive direct economic impacts and direct economic significance associated
with retail purchases.
• Calculate the secondary economic effects of spending in various industry categories
using multipliers from the IMPLAN economic modeling system for City of Fort Collins in
2019. The shopping multiplier is calculated as the average of multipliers for the
following retail industry categories: clothing, sporting goods, general merchandise, and
miscellaneous retail.
Table 10
Aggregate Direct Visitor Spending
Visitor Type
Overnight in
Commercial
Lodging
Overnight
with Family/
Friends
Overnight in
Other
Accommo-
dations Day Visitor Total
Total Visitor-Nights in
City of Fort Collins 746,501 152,643 416,746 894,350 2,210,240
Per Person per Night
Expenditures
Accommodations $87.30 $0.00 $32.01 $0.00 $36.55
Food Service $23.02 $48.03 $28.85 $41.56 $32.94
Food Stores $5.92 $12.35 $7.42 $10.69 $8.47
Local transportation &
gas $5.59 $11.66 $7.01 $10.09 $8.00
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Arts, Entertainment,
Recreation $11.62 $24.24 $14.56 $20.98 $16.63
Retail sales $12.61 $26.30 $15.80 $22.76 $18.04
Total expenditures per
Visitor Night $146.06 $122.59 $105.64 $106.07 $120.63
Total Direct Visitor
Expenditures
Accommodations $65,172,800 $0 $13,339,305 $0 $78,512,105
Food Service $17,183,157 $7,331,255 $12,022,550 $37,166,349 $73,703,310
Food Stores $4,418,526 $1,885,180 $3,091,513 $9,557,061 $18,952,280
Local transportation &
gas $4,173,052 $1,780,448 $2,919,762 $9,026,113 $17,899,375
Arts, Entertainment,
Recreation $8,673,403 $3,700,538 $6,068,525 $18,760,157 $37,202,623
Retail sales $9,409,824 $4,014,735 $6,583,777 $20,353,000 $40,361,337
Total Direct Visitor
Expenditures $109,030,763 $18,712,156 $44,025,431 $94,862,680 $266,631,030
Source: 2019/20 Visit Fort Collins Visitors Study
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Multipliers
Table 11
Economic Impact Multipliers
Economic Impact Multipliers
Direct
Effect
Indirect
Effect
Induced
Effect
Accommodations 1.000 0.276 0.232
Food Service 1.000 0.227 0.286
Food Stores 1.000 0.214 0.316
Local transportation & gas 1.000 0.303 0.304
Arts, Entertainment, Recreation 1.000 0.480 0.237
Retail sales 1.000 0.279 0.297
Source: IMPLAN, 2019 City of Fort Collins
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