HomeMy WebLinkAboutSkier Survey 051110May 11, 2010
MEMORANDUM
T0: KRISTIN WILLIAMS
VAIL RESORTS
FR: DAVID FLAHERTY
MAGELLAN DATA AND MAPPING STRATEGIES
RE: VAIL RESORTS SKIIER TRANSPORTATION SURVEY EXECUTIVE
SUMMARY
The following is an executive summary of a survey of 280 skiers at Vail Ski Resort.
The personal interviews were conducted from March 12th through Apri19T�, 2010
from 2:30 to 4:30 in the afternoon. The focus of this survey was to understand skier
entry and exit patterns at the Lionshead, Vail Village and Golden Peak ski portals
and determine if patterns will be similar at the future Ever Vail gondola portal
location.
Summarv
Regardless if a skier arrived at a portal by car, bus or shuttle, it is clear that the vast
majority of skiers end their day at the same portal from which they began. In Vail
Village and Lionshead the majority of skiers who parked at these portals returned to
the same portal at the end of the day. This was 76% of skiers in Vail Village and
86% in Lionshead (81% averaging the two portals). That means the other 19% of
skiers are ending up in a different portal and needing to make their way back to
their cars at some point at the end of the day. We know from the survey results that
some people chose a different portal to meet friends and to try different sid terrain.
We also know that ve few 'ers ended u in a different portal by mistake. We
found that this was the case only 4% of the time in Lions ea an a�ge and
Q�ly 1% of the time in Golden Peak.
We believe the same will be the case for Ever Vail that approximately 80% of fhe
skiers that park there or start there because they are staying there will end up
returning directly to the portal at the end of the day. Some may believe that the
need to download to return to the portal will affect this outcome and that a certain
percentage of skiers will opt to bypass the download opportunity at the current
base of Chair 26 and end up in Lionshead instead. There is no real research to
support that claim and Vail Mountain Operations, based on their experience here
Magellan ID# COVAIL-031210 Vail Resorts Transportation Survey
Field Dates: 03/12/10-04/9/10, 280N
CONFIDENT[AL
Page 2 of 8
and at other resorts run by Vail Resorts, believe that only about 5% to 10% of the
skiers that would have otherwise returned to Ever Vail (81% of those who started
there) might bypass the lift. Based on these assumptions and the data collected we
would anticipate therefore approximately 76% to 71% of skiers returning at the end
of the day via the gondola download. Of the 29% to 34% not returnin directl to
Ever Vail, we would anticipate that the 15% to o wou en u in Lionshead, and
9% ending up in either Vail Village or o en ea
This is important in understanding the end-of-the-day impacts to the Town's transit
system. The 29% to 34% of skiers that are not making it back to Ever Vail at the end
of the day are assumed to be using the Town's in-town bus system to return to Ever
Vail. The first 15% to 20% will be impacting the bus system on the leg from
Lionshead to the future Ever Vail stop, and the other 9% will end up impacting the
system on the leg from Vail Village/Golden Peak to the future Ever Vail stop. The
information included in this executive summary is based on the initial interview
data that was collected between March 12� through April 9�, 2010, and
assumptions discussed in this summary. Additional studies or information may be
conducted by Vail Resorts to gain a better understanding of the transportation
impacts and update this summary.
The following table shows the percentage of responses about why skiers began their
day at their starting portal. The most common response was "walking distance to
the lift" or "other". The vast majority of skiers start at a particular portal because of
the walking proximity to the lift, ski school or storage, and not because of parking
availability.
"Why did you startyour day at this portal?"
Walking
Dist. to Mtn. Avail. Shop.
Portal Lift th r* Terr. Parkin Ex er.
Vail Villa e 56% 19% 15% 6% 4%
Lionshead 57% 24% 8% 5% 5%
Golden Peak 50% 16% 25% 8% 1%
*The most common "other" responses were ski storage/locker location, ski school
starting point, hotel or lodging location.
"How did you arrive at this portal from your home/lodging?"
Total In Town Town ECO Dropped
Portal Walk Car Bus Bus Bus Bus Shuttle Off
Vail Villa e 20% 44% 24% 14% 6% 4% 3% 7%
Lionshead 29% 41% 24% 16% 1% 7% 3% 10%
Golden Peak 33% 24% 25% 16% 8% 1% 3% 11%
Magellan Data and Mapping Strategies,1685 Boxelder SL Ste 300, Louisville, CO 80027
www.Ma�ellanStrateeies.com � (303) 861-8585
Mageltan ID# COVA[L-031210 Vail Resorts Transportation Survey Page 3 of 8
Field Dates: 03/12/10-04/9/10, 280N
CONFIDENTIAL
The above table shows how skiers arrived at the three portals. Depending on the
portal, 20% to 33% of skiers arrived by walking, presumably because their lodging
is in the immediate area. Approximately 70% percent of skiers are arriving at Vail
Village and Lionshead portals by car, bus or shuttle, compared to 52% of skiers at
Golden Peak.
The table below shows a significant number of Vail Village and Lionshead skiers that
arrived by car are parking in the immediate area parking structures. Fourteen
percent of Golden Peak skiers that arrived by car are using the Vail Village parking
structure, and a significant number are using the valet service as well.
"If by car, where did you park?"
Vail
Village Lionshead Other Free
Portal Structure Structure Other Town Parkin
Vail Villa e 76% 4% 14% 2%
Lionshead 7% 86% 4% 0%
Golden Peak 14% 0% 77%* 5%
*The most common other responses for Golden Peak included valet service,
hotel/friends house, and golf course parking.
"Why did you ski down to this portal?"
Returning Walking Portal Better Ski
Where I Distance Experience/ Terrain
Portal Parked Other* to Bus Meet Others Ex erience
Vail Villa e 34% 21% 22% 15% 4%
Lionshead 35% 31% 7% 19% 4%
Golden Peak 28% 30% 15% 17% 9%
*Most common other responses included lodging, valet, ski storage, ski school.
"How are you getting from here to your car, lodging/residence, or other means of
pickup?"
In Town Town Picked ECO
Portal Walk Bus Car Bus U Bus Shuttle Other
Vail Vilta e 34% 20% 23% 11% 5% 5% 2% 0%
Lionshead 36% 26% 16% 3% 7% 7% 3% 2%
Golden Peak 44% 24% 10% 11a/o 2% 3% 3% 4%
Magellan Data and Mapping Strategies,1685 Boxelder SL Ste 300, Louisville, CO 80027
www.MaPellanStrateeies.com � (3B3) 861-8585
Magellan ID# COVAIL-031210 Vail Resorts Transportation Survey
Field Dates: 03/12/10-04/9/10, 280N
CONFIDENT'CAL
Survey Toplines Results
Vail Village Respondent Summarv
T2. Why did you start your day at this portal?
Walking Distance to Lift ......................................................... 56%
Other...............................................................................................19%
MountainTerrain ......................................................................15%
AvailableParking ......................................................................... 6%
Shopping Experience ..................................................................4%
Other Responses: No Comment (13), Bus Transportation (4),
Locker/Ski Storage (2), Ski School/Rentals (1), Meeting People (1)
Vail Village Respondents:
Page 4 of 8
T3. How did you arrive at this portal from your home/lodging? (111 interviews)
Car.................................................................................................... 44%
Walk................................................................................................ 20%
In-Town Bus ................................................................................14%
DroppedOff .................................................................................... 7%
TownBus .........................................................................................6%
0
ECO Bus ............................................................................................ o
Shuttle............................................................................................... 3%
Carthen Bus ................................................................................... 2%
Vail Village Respondents:
T4. If by car, where did you park? (49 interviews)
Vail Village Structure ............................................................... 76%
Lionshead Structure ....................................................................4%
Other...............................................................................................14%
Other Free Town Parking ......................................................... 2%
*Other Responses: Valet (3), Hotel (2), Friend's House (2), Bus (1)
Magellan Data and Mapping Strategies,1685 Boxelder SL Ste 300, Louisville, CO 80027
www.MagellanStrateeies.com � (303) 861-8585
Magellan tD# COVAIL-031210 Vail Resorts Transportation Survey
Field Dates: 03/12/10-04/9/10, 280N
CONFIDENTIAL
Vail Village Respondents:
Page 5 of 8
T5. How are you getting from here to your car, lodging/residence, or other means of
pick up? (111 interviews)
Walk................................................................................................ 34%
In-Town Bus ................................................................................ 20%
Car.................................................................................................... 23%
TownBus ......................................................................................11%
PickedUp .........................................................................................5%
0
ECO Bus ............................................................................................ /o
Shuttle............................................................................................... 2%
Vail Village Respondents:
T6. Why did you ski down to this portal? (113 interviews)
Returning to Where I Parked ............................................... 34%
Other............................................................................................... 21 %
Walking Distance to Bus ........................................................ 22%
Portal Experience .........................................................................9%
MeetingOthers .............................................................................. 6%
Better Ski Terrain Experience ................................................ 4%
Ended Up Here By Mistake ...................................................... 4%
Other Response: Lodging (6), No Comment (5), Locker/Ski Storage (4),
Ski School (3), Transportation Center (3), Picked Up (2), Meeting Friends (1)
Golden Peak Respondent Summarv
T2. Why did you start your day at this portal? (89 interviews)
Walking Distance to Lift ......................................................... 50%
0 th er ...............................................................................................16%
MountainTerrain ...................................................................... 25%
AvailableParking ......................................................................... 8%
Shopping Experience ..................................................................1%
Other Responses: No Comment (6), Ski School/Rental (5), Lockers/Ski Storage (3)
�
Magellan Data and Mapping Strategies,1685 Boxelder St Ste 300, Louisville, CO 80027
www.Ma�ellanStrateeies.com � (303) 861-8585
Magellan ID# COVAIL-031210 Vail Resorts Transportation Survey
Field Dates: 03/12/10-04/9/10, 280N
CONFIDENT[AL
Golden Peak Respondents:
Page 6 of 8
T3. How did you arrive at this portal from your home/lodging? (90 interviews)
Car.................................................................................................... 24%
Walk................................................................................................ 33%
In-Town Bus ................................................................................16%
DroppedOff .................................................................................11%
TownBus .........................................................................................8%
ECOBus ............................................................................................1%
Shuttle............................................................................................... 3 %
Car then Bus °
................................................................................... /o
Golden Peak Respondents:
T4. If by car, where did you park? (22 interviews)
Vail Village Structure ...............................................................14%
Other............................................................................................... 77%
Other Free Town Parking ......................................................... 5%
*Other Responses: Valet (14), Hotel/Friend's House (6), Golf Course (3),
Dropped Off (2), Taxi (1)
Golden Peak Respondents:
T5. How are you getting from here to your car, lodging/residence, or other means of
pick up? (90 interviews)
Walk................................................................................................ 44%
In-Town Bus ................................................................................ 24%
Car....................................................................................................10%
TownBus ......................................................................................11%
Picked U °
p ......................................................................................... 2 /o
ECO Bus °
............................................................................................1 /o
Shuttle............................................................................................... 3%
Other.................................................................................................. 4%
Other Responses: Valet (2), Taxi (1)
Magellan Data and Mapping Strategies,1685 Boxelder St Ste 300, Louisville, CO 80027
www.Map�IlanSv�teeies.com � (303] 861-8585
Magellan ID# COVAIL-031210 Vail Resorts Transportation Survey
Field Dates: 03/12/10-04/9/10, 280N
CONFIDENTIAL
Golden Peak Respondents:
T6. Why did you ski down to this portal? (89 interviews)
Returning to Where I Parked ............................................... 28%
Other............................................................................................... 3 0%
Walking Distance to Bus ........................................................15%
Portal Experience ......................................................................11%
MeetingOthers .............................................................................. 6%
Better Ski Terrain Experience ................................................ 9%
Ended Up Here By Mistake ......................................................1%
Page 7 of 8
Other Responses: No Comment (9), Hotel (9), Locker/Ski Storage (4), Valet (4),
Ski School (1)
Lionshead Respondent Summary
T2. Why did you start your day at this portal? (74 interviews)
Walking Distance to Lift ......................................................... 57%
Other............................................................................................... 24%
Mountain Terrain .........................................................................8%
AvailableParking .........................................................................5%
Shopping Experience .................................................................. 5%
Other Responses: No Comment (11), Bus (2), Mountain Event (2),
Meeting People (2), Ski Rental (1)
Lionshead Respondents:
T3. How did you arrive at this portal from your home/lodging? (70 interviews)
Car.................................................................................................... 41%
Walk................................................................................................ 29%
In-Town Bus ................................................................................... 6%
DroppedOff .................................................................................10%
TownBus .........................................................................................1%
0
ECO Bus ............................................................................................ o
Shuttle............................................................................................... 3%
Carthen Bus ................................................................................... 3%
Magellan Data and Mapping Strategies,1685 Boxelder St Ste 300, Louisville, CO 80027
www.MaeellanStrateeies.com � (303) 861-8585
Magellan ID# COVAIL-031210 Vail Resorts Transportation Survey
Field Dates: 03/12/10-04/9/10, 280N
CONFIDENT[AL
Lionshead Respondents:
T4. If by car, where did you park? (29 interviews)
Vail Village Structure .................................................................. 7%
Lionshead Structure ................................................................. 86%
Other.................................................................................................. 3%
*Other Responses: Hotel (1), Work (1)
Lionshead Respondents:
Page 8 of 8
T5. How are you getting from here to your car, lodging/residence, or other means of
pick up? (74 interviews)
Walk................................................................................................ 36%
In-Town Bus ................................................................................ 26%
Car....................................................................................................16%
TownBus .........................................................................................3%
PickedUp .........................................................................................7%
0
ECO Bus ............................................................................................ o
Shuttle............................................................................................... 3%
Other.................................................................................................. 2%
Other Responses: No Comment (2)
Lionshead Respondents:
T6. Why did you ski down to this portal? (74 interviews)
Returning to Where I Parked ............................................... 35%
Other............................................................................................... 31 %
Walking Distance to Bus ........................................................... 7%
PortalExperience .........................................................................5%
MeetingOthers ...........................................................................14%
Better Ski Terrain Experience ................................................ 4%
Ended Up Here By Mistake ......................................................4%
Other Responses: Lodging (14), No Comment (5), Meeting Friends (2), Bus (2)
Magellan Data and Mapping Strategies,1685 Boxelder St Ste 300, Louisville, CO 80027
www.MagellanStrate¢ies.com � (303) 861-8585