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Home My WebLink AboutVail 2016 Intercept Survey ResultsVAIL SUMMER INTERCEPT SURVEY 2016 Presented by: RRC Associates October 20, 2016 2 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. 3 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. 4 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. 5 Key Takeaways from the Summer 2016 Research Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 6 2016 vs. 2015 Summer Occupancy Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 7 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 9 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. 10 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% 11 Intercept Survey: Age & Gender Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 12 Post-Trip Survey: Family Status & Income Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 13 Intercept Survey: State/Country of Residence Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 14 Intercept Survey: State/Country of Residence Excl. CO Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 15 Intercept Survey: Designated Market Area of Residence Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 16 Intercept Survey: Net Promoter Categories & NPS Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 17 Intercept Survey: Net Promoter Categories & NPS Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 18 Intercept Survey: Net Promoter Categories & NPS Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 19 Post-Trip Survey: Net Promoter Categories & NPS Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 20 Intercept Survey: Experiential Ratings Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 21 Intercept Survey: Experiential Ratings Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 22 Post-Trip Survey: Satisfaction Ratings Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 23 Intercept Survey: Evaluation of Experience Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 24 Intercept Survey: Evaluation of Experience Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 25 Post-Trip Survey: Likelihood of Return Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 26 Intercept Survey: Booking Accommodations Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 27 Intercept Survey: Prior Summer Visitation (excl. second homeowners) Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 28 Intercept Survey: Prior Summer Visitation Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 29 Intercept Survey: Vacation Descriptors Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 30 Intercept Survey: Primary Reason for Visit Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 31 Intercept Survey: Activity Participation Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 32 Post-Trip Survey: Location of Accommodations Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 33 Post-Trip Survey: Information Sources Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 34 Post-Trip Survey: Trip Planning Resources Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 35 Post-Trip Survey: Trip Planning Resources Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 36 Post-Trip Survey: Importance of Social Media Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 37 Post-Trip Survey: Other Places Visited Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 38 Post-Trip Survey: Activity Participation Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 39 Post-Trip Survey: Comparison to Other Mountain Towns Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 40 Post-Trip Survey: Open-Ended Comments Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 What’s the one thing that drew you to the Town of Vail on this last visit? 41 Post-Trip Survey: Open-Ended Comments Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 What experience were you looking for in a visit that led you to choose Vail? 42 Post-Trip Survey: Open-Ended Comments Vail Summer Intercept Survey 2016 | RRC Associates | 10/20/16 Do you have any comments on your ratings of satisfaction?