Denver Memorandum
DATE: September 30, 2025
TO:
Gretchen Hollrah, Executive Director, Denver Arts & Venues
FROM: Richard W. Scharf, President & CEO
August 2025 MONTHLY VARIANCE REPORT
Direct Economic Impact:
• Definite Convention Business: $59.5 million
2025 MONTHLY VARIANCE REPORT
Convention Sales Measurements
• Definite/Confirmed Room Night Production
Visit Denver Convention Sales production for the month of August fell short of our monthly goal (56,295 vs. 62,289). However, we are still ahead of our year-to-date definite goal (603,992 vs. 492,829).
• Leads and Lead Room Night Production
The lead production for the month of August exceeded our monthly goal (344 leads vs. a goal of 303). These leads represent 484,579 room nights, which exceeded our monthly goal of 427,765. We are also ahead of our year-to-date lead goal (3,199 vs. 2,382), as well as our year-to-date lead room night goal (4,706,370 vs. 3,422,071).
Tourism Sales Measurements
• International Trade, Domestic Group/Wedding/Tour and International 3rd Party/Online Room Nights Booked
The Tourism Department tracked 1,341 room nights for August 2025, below the monthly room night goal of 5,417.
The monthly results can fluctuate from projections because the majority of international and domestic group room nights are obtained in Q3-Q4 by self-reporting of consumed room nights from clients; and only 15-20 percent of active clients provide room night results.
Marketing Measurements
1. Leisure Tourism Marketing (Sec.B.2)
a. Advertising Impressions (new goal)
Total advertising impressions in August: 95,005,705
b. Digital Engagements (new goal configuration comprised of Website Visits and Social Media Engagements)
Total digital engagements in August: 12, 892,44 including 1,406,583 website visits and 12,485,861 social media engagements.
2. Public Relations (Sec.C)
In August 2025, the communications team garnered $3,920,319 in domestic advertising value equivalency (AVE), compared with $4,224,370 in August 2024. International AVE reached $364,944 in August 2025, compared to $1,206,403 in August 2024.
This month, the team distributed two press releases on the following topics:
• “Visit Denver, Denver Economic Development & Opportunity and inKind Announce Restaurant Liaison Team”
• “Fall in Denver: Festivals, Foliage and Family Fun”
This month the team conducted two media relations deskside appointments:
• Local Deskside Appointments
In addition, the team hosted six media FAMs with a total of 14 journalists.
3. Visitor Inquiries & Touchpoints (Sec.D; new goal configuration comprised of Visitor Center Contacts, requests for official visitor publications, subscribers to online newsletters, and other digital information sources)
a. Total Visitor Inquiries & Touchpoints
Total Visitor Inquiries & Touchpoints in August: 27,707
Visitor Info Center contacts are down 32% in August 2025 v. August 2024 at 3,161 v. 4,675 last year.
Requests for the Official Visitors Guide during the month of August were down 13% compared to 2024 at 20,063 v. 22,993.
There were 1,365 new subscribers to Visit Denver e-newsletters.
Other digital information sources: there were 3,118 sessions to the online visitors guide.