HomeMy WebLinkAbout22. Vail 2016 Intercept Survey ResultsVAIL SUMMER
INTERCEPT SURVEY
2016
Presented by:
RRC Associates
October 20, 2016
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Overview of the 2016 Research Program
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
The following slides represent an end of season overview of
survey results from the 2016 Town of Vail Summer Survey
Research program. RRC Associates assisted the Town with a
three part program consisting of Long-Form and Short-Form
intercept surveys, as well as a Web –based follow-up survey
fielded to respondents to the Short-Form respondents willing to
provide their email addresses.
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Overview of the 2016 Research Program
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
Additionally, RRC Associates is also conducting research for
the Town of Vail on events. That information is being used to
selectively augment the data from the Intercept Survey
program and to further expand our understanding of visitors
and their experiences in Vail.
The 2016 research is designed to complement previous studies
conducted by the Town. Several comparisons to 2015 results
are provided in the attachments and the following slides.
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Key Takeaways from the Summer 2016 Research
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
Visitation was extremely strong throughout the summer, 2016.
Parking measures, which include residents, day visitors and
overnight guests are generally up from 2015 with more frequent
use of the Frontage Road. These results are illustrated on the
following slide.
A summary of Destimetrics results permits 2016 compared to
2015 occupancy data to also be visualized. Note that the
GoPro Mountain games shifted a week later in 2016 explaining
some of the variation represented by the graph. The illustration
shows the strength of this summer, measured in terms of
lodging occupancy.
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Key Takeaways from the Summer 2016 Research
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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2016 vs. 2015 Summer Occupancy
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Key Takeaways from the Summer 2016 Research
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
Net Promoter Scores (NPS) are strong in general. Note that
past studies had shown some slippage in NPS over several
years, with a turnaround in 2015. This positive result has
continued in 2016 with NPS scores at 80, down lightly from a
high of slightly from 2015 (84), but up from the low of 75 in
2014.
The geographic origins of summer visitors remains similar to
those observed in past years. In addition to Colorado, the most
identified states of origin include: Texas, Florida, Illinois,
California and New York.
2016 Summer Survey Results
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Sample Sizes
Survey Type Sample Size
Intercept Survey 1,301*
Post -Trip Web Survey 470
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
*Note that some intercept survey analysis does
not include second homeowners. In these
cases, the same size is slightly smaller at 1,181.
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Breakdown by Geographical Market & Visitor Type
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
VAIL Summer Intercept 2016
OVERALL
Visitor Type
Overnight Out-of-State 49%
Overnight Colorado 25%
Day 21%
International 5%
TOTAL 100%
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Intercept Survey: Age & Gender
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Family Status & Income
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: State/Country of Residence
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: State/Country of Residence Excl. CO
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Designated Market Area of Residence
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Net Promoter Categories & NPS
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Net Promoter Categories & NPS
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Net Promoter Categories & NPS
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Net Promoter Categories & NPS
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Experiential Ratings
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Experiential Ratings
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Satisfaction Ratings
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Evaluation of Experience
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Evaluation of Experience
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Likelihood of Return
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Booking Accommodations
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Prior Summer Visitation (excl. second homeowners)
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Prior Summer Visitation
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Vacation Descriptors
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Primary Reason for Visit
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Intercept Survey: Activity Participation
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Location of Accommodations
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Information Sources
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Trip Planning Resources
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Trip Planning Resources
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Importance of Social Media
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Other Places Visited
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Activity Participation
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16
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Post-Trip Survey: Comparison to Other Mountain Towns
Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16