LITTLETON, Colo.--(BUSINESS WIRE)--Aug 18, 2026--
Whether it's catching a show at Red Rocks Amphitheatre, spending a weekend at a music festival or buying tickets for one last summer concert, many Coloradans are discovering that this year's biggest hurdle isn't finding something to do. It's finding room for it in the budget.
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Newly released results from Red Rocks Credit Union ’s Summer Squeeze Survey show that nearly one-third of Coloradans plan to skip concerts, festivals and other major summer events because of cost. Another 24% remain undecided, indicating that cost may ultimately determine whether many residents attend an event at all this summer.
The results show households are becoming more intentional about where every discretionary dollar goes. Experiences with a higher price tag, including concerts and festivals, are increasingly being weighed against the rising cost of everyday essentials.
More Than the Price of Admission
Ticket prices tell only part of the story. Nearly 59% of respondents cited ticket prices as a barrier to attending summer events, while 54% said the broader cost of living has left less money available for entertainment. Another 46% pointed to food and drink prices at events, 35% cited lodging costs, and 64% said transportation costs remain a significant factor. The findings suggest that when budgets tighten, Coloradans don't stop making memories. They simply become more selective about which experiences matter most.
Those transportation concerns reinforce findings from Red Rocks Credit Union’s earlier Summer Squeeze research, which found many Coloradans were choosing road trips over flights as rising gas, airfare and lodging costs reshaped vacation plans.
“We’re seeing people become much more intentional about how they spend their discretionary income,” said Darius Wise, president and CEO of Red Rocks Credit Union. “Whether it’s a concert, a weekend getaway or another summer tradition, households are asking tougher questions before they spend. Staying connected to those realities helps us better understand what our community is experiencing and provide guidance that is relevant to the financial decisions people are making every day.”
The Cost Squeeze Spans Generations
Cost is affecting every generation in similar ways. Nearly one-third of Gen Z and Millennials, along with 28% of Gen X respondents, said they plan to skip concerts and festivals this summer due to cost, while over 40% are skipping altogether.
The reasons behind those decisions varied. Gen X was the most likely to say the broader cost of living had left less money for entertainment, at 63%, compared with 53% of Millennials and 47% of Gen Z. Millennials were more likely than the other generations to cite food and drink prices at events, while transportation costs remained the leading barrier across all three groups.
Protecting What Matters Most
Despite tighter budgets, Coloradans are not giving up on summer altogether. When asked which seasonal experiences still feel essential when money is tight, 26% chose outdoor recreation and adventure, making it the clear top priority. That was nearly twice the share who chose travel or vacations (14%) and more than double those who selected concerts and festivals (10%). Dining out and social outings ranked second at 18%.
The preference for the outdoors was especially pronounced among men, with 33% selecting outdoor recreation, compared with 19% of women. Millennials were also the generation most likely to prioritize outdoor recreation, while Gen Z respondents were more likely than other generations to choose dining out and social outings.
While outdoor recreation led overall, nearly one-third of Gen X respondents said none of the listed summer experiences felt essential when money was tight, indicating that some households are cutting discretionary activities across the board.
The squeeze is also reaching beyond lower-income households. Respondents earning between $50,000 and $100,000 annually were the most likely to cite both transportation costs and ticket prices as barriers to attending summer events.
A Summer Shaped by Tradeoffs
The entertainment findings are the third and final installment of Red Rocks Credit Union’s Summer Squeeze Survey, which explored how rising costs are influencing some of Colorado’s biggest seasonal spending decisions.
Earlier this summer, the research found inflation was changing how Coloradans approached wedding season, with couples, families and guests scaling back celebrations and related expenses. It also found many residents were choosing road trips over flights as higher transportation costs reshaped vacation plans.
Across weddings, travel and entertainment, the research shows Coloradans making harder choices about how they celebrate, get away and spend time together.
For the complete findings from the Summer Squeeze Survey or to speak with Red Rocks Credit Union about the research, contact redrocks@maven-pr.com.
Methodology
The Summer Squeeze Survey was commissioned by Red Rocks Credit Union and conducted online by Pollfish between June 2 and June 4, 2026, among 300 Colorado residents. The survey has a margin of error of ±5.66%.
About Red Rocks Credit Union
Red Rocks Credit Union has been serving Colorado communities since 1979 with a mission to enrich lives through personalized financial solutions, compassionate service, and community leadership. Based in Littleton, Red Rocks Credit Union serves nearly 18,000 members across Arapahoe, Douglas, and Jefferson counties, offering both in-person support and modern digital banking tools, including a mobile app and robust online services.
As a member-owned, not-for-profit financial cooperative, Red Rocks Credit Union is committed to helping individuals and families thrive at every stage of life. The credit union’s leadership has been recognized with honors, including the Titan 100 Award, as well as recognition from FinAI News and the ColoradoBiz C-Level Awards, reinforcing the credit union’s trusted, community-first approach to service. For more information, visit www.redrocks.org.
The third and final installment of Red Rocks Credit Union’s Summer Squeeze Survey found that nearly one-third of Coloradans plan to skip concerts, festivals and other major summer events because of cost, while another 24% remain undecided.
