By Caitlin Switzer
MONTROSE-At long last, the City of Montrose has released the Visitor Data Analytics Report it funded in 2013 and promised in May of 2014. Assistant Montrose City Manager Rob and Michael Martelon of the Telluride Board of Tourism presented the report’s findings at a Montrose City Council work session Oct. 20. The report, funded with a $30,000 payment to Visit Telluride in July of 2013 and entitled Economic Cohorts Segmentation Analysis–City of Montrose Visitor Analysis, provides an in-depth look at who is coming to Montrose, and why.
After careful segmentation and analysis of the 9,621 names included in the Montrose Visitor Database, the report compares Montrose’s largest visitor clusters with marketplace trends, in an effort to provide a basis for targeted marketing efforts.
Some of the key findings: visitors who come to Telluride “have a propensity” to be more affluent than those who visit Montrose; those who do come here are largely suburban empty nesters and age 55 or over; and retired singles are less likely to stay in Montrose, but likely to spend money if they do.
The report further states that, “Telluride drives more affluent visitors with 65 percent of households having an income of $100K or greater, while the majority of Montrose visitors have an income ranging from $50K to $100K, closely followed by households with an income of $100K-$200k per year.”
Finally, based on a careful look at CBSA’s, or Core-Based Statistical Analyses, the report concludes that most of those who visit Montrose come from 15 main regions–the list is topped by the Montrose “micropolitan statistical area,” followed by the Durango, Grand Junction, Colorado Springs, Fort Collins and Denver statistical areas.
“It is very clear that those CBSAs within Colorado (Montrose, Durango, Grand Junction, etc.) have the highest propensity for visitors which makes sense as they are some of the closest to Montrose,” the report states.
Lowest on the list of 15 CSBA’s is the Los Angeles metropolitan statistical area, below (in descending order) Boulder; Greeley; Albuquerque, New Mexico; Salt Lake City, Utah; Phoenix, Mesa and Glendale Arizona; Dallas, Fort Worth and Arlington, Texas; Houston, Sugarland and Bay Town, Texas; and Chicago, Joliet and Naperville, Illinois.
Affluent suburbanites across the nation are 2.57 times more likely to visit Montrose than would be expected given their actual percentage of U.S. households.
The report concludes with “Leisure Travel Takeaways,” including: The near-term horizon line of demand for travel services is the brightest it’s been in seven years, but troubling world events add considerable uncertainty about future; Matures are where the money is for leisure travel, but Millennials are the new market makers; The incidence of utilization of conventional hotels/resorts is in decline and there is growing preference for alternative lodging; “Brand.com” is now challenging the OTAs as the dominant source for “best prices” and “most convenient”; and “Markets of one” represent an under-leveraged opportunity for travel service providers.
Read the entire report here http://www.cityofmontrose.org/ArchiveCenter/ViewFile/Item/2042.