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HomeMy WebLinkAbout16. Vail Local Marketing District 2017 Summer Survey4770  Baseline  Road,  Suite  360    •    Boulder,  CO    80303    •    303/449-­‐6558    •    303/449-­‐6587  FAX    •    www.rrcassociates.com         February  24,  2017       Chris  Romer,  President  and  CEO   Vail  Valley  Partnership;     and     Kelli  McDonald,  Economic  Development  Manager   Office  of  Economic  Development,  Town  of  Vail     Via  email:  cromer@visitvailvalley.com;  KMcDonald@vailgov.com       Dear  Chris  and  Kelli:     This  letter  presents  a  proposal  for  RRC  Associates  to  conduct  Summer  Survey  work  for  the  Vail  Local   Marketing  District  (VLMD)  in  2017.    The  research  will  focus  on  a  number  of  topics  of  interest  that  you   have  identified,  and  it  will  be  designed  to  build  upon  past  research  that  your  organizations  have   conducted.    Further,  it  will  complement  several  other  research  efforts  including  events-­‐related  research   and  parking  studies  that  RRC  will  be  doing  for  the  Town  of  Vail  over  the  course  of  the  summer.    I  have   outlined  a  work  program  consistent  with  our  conversations  and  have  suggested  an  approach  and   schedule  for  interviewing  and  data  delivery  that  is  designed  to  meet  your  needs.         Following  some  of  RRC’s  discussions  with  staff  in  Vail  we  have  anticipated  trying  to  more  broadly   coordinate  the  survey  programs  that  involve  our  company.    Specifically,  we  have  identified   opportunities  to  ask  more  identical  questions  across  some  of  our  surveys  to  more  fully  understand   visitation  and  to  gain  economies  in  interviewing  and  analyses.    For  example,  we  suggest  that  the  Events   Surveys,  the  Parking  Surveys  and  potentially  any  Community  or  Seasonal  Resident  surveys  could  all  be   tweaked  slightly  to  permit  some  comparisons  of  results  and  to  integrate  findings,  where  appropriate.     Additionally,  I  have  suggested  a  work  program  and  budget  for  a  Lodging  Follow-­‐up  Survey  program.    This   work  is  described  separately  and  would  be  expected  to  be  finalized  once  we  have  a  feel  for  whether   there  will  be  an  available  sampling  of  lodges  and  management  companies  that  are  willing  to  participate.     We  can  develop  a  description  of  that  program  which  could  be  shared  with  potential  lodging  participants,   and  we  understand  that  it  might  take  some  outreach  to  get  the  Lodging  Survey  underway.    However,  we   are  convinced  that  it  could  be  a  valuable  source  of  data  for  you  and  the  lodges.     Goals  and  Objectives  of  Research   We  understand  that  your  objectives  for  the  research  are  to  engage  a  third-­‐party  firm  to  provide  Visitor   Profile  information,  along  with  some  ratings  and  experiential  information  to  help  document  existing   visitation  and  to  inform  future  decisions.    In  addition,  you  would  like  demographic  data  (including   Summer  Intercept  and  Lodging  Follow-­‐up  Surveys  for  the  Vail  Local  Marketing  District  April  2017     2     breakdowns  of  international  visitation  by  country),  and  some  other  measures  of  spending  that  will   permit  comparisons  with  past  research  and  to  monitor  summer  visitation  in  the  early  years  of  the  Epic   Discovery  program.         You  have  also  indicated  that  you  would  like  to  expand  the  understanding  and  use  of  “personas”  to   describe  prototypical  visitor  groups.    We  anticipate  adding  some  survey  questions,  and  to  conduct   periodic  analysis  that  would  be  shared  with  your  staff  and  Cactus  or  other  ad  agencies,  as  appropriate.       The  research  would  be  expected  to  run  from  June  through  the  conclusion  of  OctoberFest  in  mid-­‐ September.    We  also  understand  that  you  will  want  to  see  periodic  reporting  of  the  results  on  a   schedule  that  will  provide  you  the  opportunity  to  monitor  performance  across  several  summer  time   frames,  ideally  in  a  format  that  invites  easy  interpretation  and  is  suitable  for  distribution.       The  objective  of  the  Lodging  Follow-­‐up  research  would  be  to  collect  data  that  cannot  easily  be  obtained   through  the  Intercept  or  Web  Follow-­‐up  surveys.    The  Lodging  Survey  would  probe  expenditures  in   greater  detail,  as  well  as  experiences  with  lodging  and  other  aspects  of  the  Vail  experience.     Proposed  Approach  to  Intercept  Surveys   We  have  outlined  the  key  steps  in  the  process  that  we  would  follow  this  summer.    Initially,  RRC  will   develop  a  Survey  Approach  and  Sampling  Protocol  and  we  will:   •  Meet  with  Vail  staff  and  other  interested  parties,   •  Create  draft  survey  instruments,  and     •  Begin  surveying  on  June  9,  2017.   RRC  is  recommending  that  the  VLMD  authorize  us  to  conduct  the  Short  Intercept/Web  Follow-­‐up   program.   The  Short  Intercept/Follow-­‐up  Web  Survey   •  A  Short  Survey  will  be  developed  (up  to  a  maximum  of  six  questions  anticipated)  and  conclude   with  a  request  for  an  email  in  order  to  contact  the  individual  with  a  more  in-­‐depth  follow-­‐up   survey.    (Note  that  these  surveys  will  not  be  administered  to  local  residents.    However,  a  down-­‐ valley  resident  in  Vail  for  a  visit  would  be  included  in  the  surveying,  similar  to  the  methods  used   in  the  past.)    RRC  would  then  design  and  host  the  Follow-­‐up  Survey  and  would  tie  the  responses   from  the  intercept  to  the  follow-­‐up  response.    We  are  proposing  that  the  majority  of  surveys   conducted  this  summer  be  completed  using  this  technique  and  have  suggested  a  sample  of   approximately  1,500  or  more  intercept  interviews  to  be  somewhat  consistent  with  past  studies.   •  The  Web  Follow-­‐up  Survey  will  be  designed  to  probe  in  depth  a  number  of  different  topics.    It   will  include  strong  incentives  to  encourage  response.    We  suggest  that  two  drawing  for  prizes  of   substantial  value  be  conducted  on  or  about  August  10  and  a  second  at  the  conclusion  of  the   surveying  in  October.    RRC  has  found  that  this  “two  drawing”  technique  can  significantly   improve  overall  response  rates.  We  will  be  targeting  to  obtain  400  or  more  Web  Follow-­‐up   survey  responses  from  day  or  overnight  visitors  to  Vail  providing  a  margin  of  error  of   approximately  +/-­‐  5%.   Summer  Intercept  and  Lodging  Follow-­‐up  Surveys  for  the  Vail  Local  Marketing  District  April  2017     3       RRC  will  conduct:         •  Training  and  supervision  of  interviewers   •  Survey  locations  to  be  finalized  but  they  are  expected  to  include:      Vail  Village   Lionshead      Note,  the  surveys  will  not  be  conducted  on  Vail  Mountain.   •  Short  form  incentives  provided  by  VLMD;  we  suggest  something  such  as  lip  balm,  grocery  bags,   etc.  that  have  value  to  each  participant  –  ideas  to  be  discussed.    The  budget  does  include  the   costs  of  two  major  prize  drawings  at  a  value  of  $500  apiece.     Final  Written  Report  and  Presentation   •  RRC’s  work  will  include  a  Power  Point  presentation  of  Key  Findings,  as  well  as  more  detailed   data  including  selected  crosstabs,  and  appropriate  exploration  of  data  through  charts  and  tables   on  topics  that  are  of  strategic  or  policy  interest.    Our  standard  reporting  deliverables  would   include  up  to  five  (5)  colored  copies  of  the  Power  Point  presentation,  as  well  as  an  electronic   PDF  copy.    Additional  hard  copies  are  billed  at  cost.   •  Presentation  of  results  will  be  held  in  Vail  at  the  conclusion  of  the  study.   •  Periodic  updates  on  findings  (data  reports)  and  a  mid-­‐season  data  overview  will  be  provided  on   a  schedule  to  be  determined.   Proposed  Approach  to  Lodging  Follow-­‐up  Survey   As  an  option,  this  proposed  study  would  use  Web-­‐based  efficiencies  to  reach  visitors  that  stayed  in  local   properties,  soon  after  their  visit.    They  would  be  invited  to  participate  in  a  survey  that  is  similar  to  but   not  identical  to  the  Web-­‐Followup  survey.    The  survey  would  ask  visitors  to  evaluate  their  recent  stay,  as   well  as  more  detailed  information  on  activities  and  spending  than  is  easily  obtained  in  the  intercept   surveys.    Additionally,  the  surveys  would  probe  factors  related  to  the  Vail  overall  Vail  experience   including  lodging.     We  note  that  one  of  the  benefits  of  working  with  a  private  partner  on  this  type  of  program  is  that  an   independent  firm  brings  a  “third  party”  perspective,  and  capabilities  to  protect  the  confidentiality  of   data  and  mailing  lists.    We  bring  specialized  skills  and  an  objective  point  of  view.    RRC  has  considerable   experience  in  these  types  of  studies  and  a  long  history  of  protecting  confidential  information.     Approach     This  study  will  require  the  cooperation  and  participation  of  local  lodge  operators.    We  would  rely  on   operators  to  send  out  survey  invitations  via  email  addresses  obtained  at  the  time  of  check-­‐in.    This   approach  would  be  similar  to  that  used  for  other  customer  satisfaction  work  that  local  properties  might   be  conducting,  but  the  survey  instrument  would  be  uniquely  designed  to  get  at  current  issues  in  a  way   that  would  allow  the  VVP  and  the  individual  lodging  properties  to  evaluate  various  needs  including   lodging  enhancements  or  other  improvements  to  enhance  the  guest  experience  in  winter  and  summer.       Summer  Intercept  and  Lodging  Follow-­‐up  Surveys  for  the  Vail  Local  Marketing  District  April  2017     4       In  return  for  participation,  the  lodges  will  receive  a  report  profiling  the  responses  from  their  guests   compared  to  the  “Overall  Profile.”    This  confidential  report  will  be  prepared  for  the  individual   participating  properties  that  have  survey  returns  in  excess  of  a  pre-­‐identified  figure.    By  providing  this   report  VLMD  will  be  offering  access  to  information  that  will  be  of  value  to  properties  and  that  would   require  considerable  expense  if  the  research  was  to  be  performed  individually.     RRC  would  perform  all  services  required  to  implement  this  program  including:   •  Design  the  digital  survey  with  assistance  from  local  representatives  for  distribution  by  lodging   properties.    The  survey  would  include  an  invitation  message,  a  series  of  questions  and  an   incentive  offer  with  an  appropriate  sign-­‐up  page.   •  Work  with  VVP  staff  to  communicate  the  program  to  lodge  properties  and  provide  reassurance   about  confidentiality  of  lists  and  results,  and  an  understanding  of  the  anticipated  content  of   reports.   •  Compile  survey  results  and  present  results  to  properties  on  an  agreed-­‐upon  schedule.   •  We  anticipate  that  the  e-­‐mailed  survey  will  be  brief,  designed  to  obtain  important  but  limited   information.    Ideally,  it  might  include  an  electronic  cover  letter  from  a  Vail  official  designed  to   encourage  participation.    It  would  also  contain  one  “open-­‐ended”  question.    The  content  of  the   question  will  be  designed  with  input  from  VVP.         Lodging  guest  surveys  will  be  emailed,  ideally,  on  a  weekly  or  at  most  a  bi-­‐weekly  basis,  by  the  lodging   properties.    This  timeframe  is  important  in  order  to  capture  the  most  precise  recollections  possible  from   guests.    Results  from  the  completed  surveys  will  be  tabulated  and  provided  to  Vail  as  part  of  the  mid-­‐ season  report,  and  again  at  the  end  of  the  2017  research  program.     Budgets   Intercept  Survey   RRC  will  conduct  the  proposed  Intercept  study  and  Web  Follow-­‐up  for  an  all-­‐inclusive  price  of  $22,000.     (*Note:    If  the  post-­‐visit  lodging  survey  occurs,  the  VVP  would  contract  separately  for  that  piece.)    This   assumes  incentives  provided  by  the  VVP  outside  the  RRC  budget  for  Short  Survey  participants  (lip  balm,   grocery  bags,  etc.)    RRC  has  budgeted  for  the  large  drawing  prizes  valued  at  $500  apiece.    The  work  will   be  invoiced  in  four  installments,  each  representing  25%  of  the  cost  of  the  agreed-­‐upon  budget.    The   initial  invoice  would  be  sent  at  the  commencement  of  work  and  the  final  payment  shall  be  billed  upon   delivery  of  the  final  2017  results  (approximately  October  15,  2017).    The  other  two  installments  would   be  dated  July  31  and  August  31.     Lodging  Follow-­‐up  Survey   The  cost  of  the  Post-­‐Visit  Lodging  Survey  will  be  determined  following  discussions  with  the  VVP.    Final   costs  will  be  determined  in  part  by  the  number  of  participants.    The  cost  for  this  work  has  been   expressed  as  a  range,  as  summarized  below.   Anticipated  Budget   *Short Intercept/Web Survey: survey design, sampling plan, interviewer training, fielding, data processing. Approximately 1,500 or more completes to intercept, 400+ to Web. $17,000 Summer  Intercept  and  Lodging  Follow-­‐up  Surveys  for  the  Vail  Local  Marketing  District  April  2017     5     Presentation of Results – Mid-summer written report and one meeting in Vail with Power Point “leave behinds” $3,000 Two Incentive Prizes $1,000 TOTAL $21,000 *Post-Visit Lodging Survey $4,000-5,000   If  the  terms  of  this  proposal  are  acceptable  we  will  finalize  our  understanding  with  a  Letter  of   Agreement.    Feel  free  to  let  us  know  if  you  have  suggestions  in  terms  of  approach,  budget  or  schedule   and  we  will  work  to  incorporate  your  input  to  create  a  summer  research  program  that  best  meets  your   needs.     Sincerely.   RRC  ASSOCIATES  LLC     C.  Chris  Cares,  Managing  Director