Visit Denver Memorandum
DATE: November 30, 2025
TO:
Gretchen Hollrah, Executive Director, Denver Arts & Venues
FROM:
Richard W. Scharf, President & CEO
October 2025 MONTHLY VARIANCE REPORT
Direct Economic Impact:
Definite Convention Business: $40.6 million
2025 MONTHLY VARIANCE REPORT
Convention Sales Measurements
Definite/Confirmed Room Night Production
Visit Denver Convention Sales production for the month of October fell short of our monthly goal (39,519 vs. 62,291). However, we are still ahead of our yearto-date definite goal (700,352 vs. 617,411).
Leads and Lead Room Night Production
The lead production for the month of October exceeded our monthly goal (404 leads vs. a goal of 304). These leads represent 516,614 room nights, which exceeded our monthly goal of 427,766. We are also ahead of our year-to-date lead goal (3,965 vs. 2,990), as well as our year-to-date lead room night goal (5,892,952 vs. 4,277,603).
Tourism Sales Measurements
International Trade, Domestic Group/Wedding/Tour and International 3rd Party/Online Room Nights Booked
The Tourism Department tracked 8,750 room nights for October 2025, above 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 selfreporting 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 October: 28,242,777
b. Digital Engagements (new goal configuration comprised of Website Visits and Social Media Engagements)
Total digital engagements in October: 4,310,821 including 1,069,629 website visits and 3,283,837 social media engagements.
2. Public Relations (Sec.C)
In October 2025, the communications team garnered $7,816,818 in domestic advertising value equivalency (AVE), compared with $8,187,212 in October 2024. International AVE reached $716,429 in October 2025, compared to $503,001 in October 2024.
This month, the team distributed two press releases on the following topics:
“48th Annual Denver Film Festival Announces Program Lineup, Honorees and Ticket On-Sale”
“Mile High Magic: The 2025 Holiday Season Will Shine Bright”
This month the team conducted 42 media relations appointments:
Washington D.C. Deskside Media Appointments
Brand USA Media Marketplace Appointments
Local Media Appointments
In addition, the team hosted three media FAMs with a total of three journalists.
To note:
In 2025, Visit Denver has deduplicated international AVE that was claimed by both Visit Denver and Colorado Tourism Office.
In 2025, Visit Denver began manually adjusting the AVE of certain titles that no longer have the readership they once did better reflecting the readership of these articles; for instance, MSN and Yahoo!
Visit Denver ended its contract with Canadian representation in March 2025.
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 October: 29,438
Visitor Info Center contacts are down 38% in October 2025 v. October 2024 at 2,867 v. 4,683 last year.
Requests for the Official Visitors Guide during the month of October were down 1% compared to 2024 at 22,395 v. 22,666.
There were 1,856 new subscribers to Visit Denver e-newsletters.
Other digital information sources: there were 2,796 sessions to the online visitors guide.