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