Summer concert crowds spend $7.4 million
To generate the spending totals, the nonprofit polled its audiences and used spending statistics generated for the Vail Valley Chamber and Tourism Bureau by the RRC Associates, a Boulder-based consulting firm.
Bravo! brought the New York Philharmonic, Dallas Symphony and the Rochester Philharmonic to Vail and has a $3.3 million budget, the majority of which comes from individual and business donations. The New York Philharmonic alone is credited with bringing in $2.8 million during its performances.
“We are a nonprofit and we rely on the generosity not only of individuals but also the public sector to make what we do possible,” said Liana Carlson of Bravo!. “We want these people to know that these donations are a good investment.”
The study, based on 400 respondents, estimates that one-third of the 57,589 people attending Bravo! events stayed overnight in Vail, generating $2.45 million. Those accommodations carried a purchase price of $252 per-person, per-night, while food and beverage purchases averaged $38 per person; shopping, $57; and other activities and purchases totaled $61.
Carlson said the study was based on conservative estimates that discounted the number of room nights by 50 percent. But the combined average of money spent by overnight visitors and event-only visitors was $127 per performance.
Vail was the prime beneficiary of the concerts. Nearly two-thirds of the overnight visitors, 61 percent, stayed in Vail while one-fifth, or 19.9 percent, stayed in Beaver Creek and the remainder, 13 percent, stayed in Avon.
The town of Vail collected $332,939 in sales tax and lodging tax revenue on $4.8 million in spending, Beaver Creek collected $72,033 from its 5.5 percent civic assessment on $1.3 million in spending and Avon collected $37,323 on guest spending of $933,066.
The town of Vail contributed $128,870 to Bravo!; Beaver Creek, $25,000 and Eagle County through ECO Transit, $5,000 in cash, and $8,000 of in-kind services, mostly at the Eagle County airport. Vail plans to contribute $116,375 during 2004, said Suzanne Silverthorn, Vail community information officer.
The Bravo! Vail Valley Music Festival, now in its 17th year, will run June 27 through Aug. 4 this summer and will feature performances by the Rochester Philharmonic Orchestra, the Dallas Symphony Orchestra and the New York Philharmonic. More than 60 performances are scheduled. Many of those occur at Vail’s Gerald R. Ford Amphitheater.
Cliff Thompson can be reached via e-mail at: firstname.lastname@example.org or by calling 949-0555 ext. 450.
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