By Bettina Swigger, CEO
Boulder, are you seeing stars? I am. In the past few weeks, we’ve seen the Northern Lights, a comet, Coach Prime lead some great football wins (and near-wins) and another site visit from the Sundance Institute, which has selected Boulder as one of three finalist cities to host their International Film Festival. Everywhere you look, there’s something dazzling to see.
And nowhere is that more evident than in downtown Boulder. Earlier this month, we gathered downtown business owners and stakeholders for our Fall Town Hall at eTown, where we learned about the results from our 2024 Visitor Intercept Survey, conducted by RRC, commissioned by Downtown Boulder Partnership, Visit Boulder and the city of Boulder. This survey has been conducted every other year since 1995 which provides meaningful longitudinal data to see why and how people come downtown and what they think about, it once they got here.
This summer, 775 people took the survey, compared to 669 in 2022. Despite a high office vacancy rate, (a lingering effect of post-COVID redefinition of the traditional office model), locals are coming downtown. Just over half of the Colorado respondents in the survey were from Boulder vs. 43% in 2018. Among locals, 25% live in north Boulder, which is likely a result of more housing being built in that part of town. Aside from Boulder, the biggest Colorado cities of origin are predictably Longmont, Denver, Lafayette, Broomfield and Louisville.
Out-of-town visitors play a crucial role in sustaining and energizing downtown Boulder’s economy. Nearly half of those surveyed were from outside of Colorado, and these visitors reported spending almost double the amount per visit compared to local residents. This demonstrates the significant financial impact tourists have on downtown businesses, from shopping and dining to enjoying entertainment and supporting arts and cultural activities.
Much of this out-of-state traffic comes from key areas like California, Texas and Illinois, underscoring Boulder’s growing national appeal. Whether visiting for leisure, to see friends and family or for college-related trips — particularly with the notable increase in those visiting CU Boulder — tourists help keep the city’s vibrant economy thriving. Events like Coach Prime’s football games or the potential of hosting the Sundance Institute’s International Film Festival amplify this draw, making Boulder a destination that’s culturally rich and economically diverse.
The survey also indicates that the visitor experience exceeds expectations, with over two-thirds of visitors rating their time in Boulder as better than anticipated. This satisfaction translates into positive word-of-mouth, with more than 60% of visitors likely to recommend Boulder as a leisure destination. As these out-of-town visitors continue to explore Boulder’s unique offerings and share their experiences, they play a pivotal role in boosting the city’s reputation and economic vitality.
Good news for retailers — the survey showed an uptick in people coming to shop but a drop in those who came to eat. This aligns with the feedback we hear from our restaurant community, and it’s directly related to the post-COVID shift to remote and hybrid work. The number of downtown employees surveyed dropped 50% from 2018, which impacts pedestrian traffic, and is a nationwide challenge in urban districts. The upside? While the numbers were down from 2022, half of the respondents still reported enjoying a meal while downtown. When asked what drove the choice of restaurants, the top response was cuisine type, followed by ambiance. Somewhat surprisingly, given conversations about inflation, price was not a major factor in choosing a restaurant.
More than two-thirds of visitors said their experience in Boulder was better than expected and over 60% said they would be extremely likely to recommend Boulder to friends for a leisure destination. Interestingly, Boulder residents gave the city higher ratings than people from out of town.
All in all, the survey shows that civic pride is shining bright. Boulder’s enduring appeal, bolstered by increasing nationwide interest, signals a bright future for our downtown. If you’re interested in learning more, the full results will be posted soon.
-Bettina Swigger, CEO of Downtown Boulder Partnership, is deeply interested in public space and the intersection of creativity, commerce, and community.
This article was published in the Daily Camera on Monday, October 21, 2024
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