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Home My WebLink AboutBMRS Intercept Survey Proposal Submitted via E-mail & Hard Copy March 22, 2010 Sybill Navas, Special Events Coordinator Town of Vail 75 South Frontage Road Vail, CO 81657 Dear Sybill: RE: Proposal for Intercept Surveys at Town of Vail Funded Special Events Attached is my proposal for conducting the Intercept Surveys at Town of Vail Funded Special Events. Also included are my personal and company profiles, relevant project examples and a list of references. Additional information is provided on my web site at www.bmrs.com. Also, Joe Blair will provide advisory assistance to BMRS on an as needed based to facilitate the development, implementation and delivery of the project results. I look forward to hearing from you to discuss my proposal. Best Regards, Richard C. Puetzer Business & Marketing Research Consultant Cc: Joe Blair PROPOSAL BACKGROUND Each year the Committee for Special Events (“CSE”) financially supports a number of events held within the Town of Vail. The amount of support varies from a low of $1,500 to a high of $75,000. Most of the events are held during a short, specific time period, ranging from approximately 1 – 4 days. A few events, such as the Vail Farmer’s Market, are prolonged events, transpiring over a series of Sundays or during an entire month. As part of its fiduciary responsibility, the CSE wishes to determine if the financial support it provides for the various events is well spent. While all event producers are required to provide economic impact data after their event, questions have been raised about the accuracy of the data as well as the consistency of information provided. Hence, the CSE is considering funding a series of intercept surveys across select special events based on a standardized questionnaire to obtain consistent and comparable statistically valid information. OBJECTIVES Objectives of the survey shall be to: Provide a demographic profile of the attendees Estimate spending by attendees on lodging, dining, shopping and other activities. Calculate attendee event satisfaction and willingness to return. Calculate the Town of Vail ROI in terms of incremental estimated sales tax revenue generated by the event versus the financial support provided by the town. Determine if attendees feel an event contributes to a feeling of “community” for the Town of Vail. Specific questions within the survey shall follow the outline provided in the RFP that is similar to numerous other “economic impact” surveys conducted by BMRS. No open-end questions are included in the proposal. However, if desired by the client, an add-on cost option for them is included. STUDY DESIGN The project shall consist of surveying attendees at 10 separate special events held in the Town of Vail. The events shall be picked by the CSE from those receiving at least $20,000 in support from the TOV. It is understood that the project may commence in 2010 or 2011. A standardized questionnaire shall be developed per the outline provided in the RFP with allowances for event producers to add 4 – 6 event specific questions. The questionnaire shall be administered via BMRS personnel by intercepting attendees at the selected events. A total of 200 completed interviews per event is recommended to provide results with a precision level of +/-5.8% or better, depending upon the total number of attendees. To increase the precision level to approximately +/-4%, the sample size would have to be doubled to 400 completed interviews per event. This would correspondingly double the interviewing and data processing costs, resulting in an increase cost of approximately $1,000 per event. In the event of inclement weather that is deemed to adversely affect individual event survey results, BMRS shall contact the CSE and either cancel the survey, continue with a reduced goal for completed interviews, or proceed as planned with the understanding that the inclement weather may impact that event’s results. Survey data will be tabulated and analyzed by BMRS using the Statistical Package for the Social Sciences (“SPSS”). A cumulative database of data for all events shall be built and maintained by BMRS. The survey results for individual events shall be reported in a short-form bullet point format with supporting data tables without corresponding charts and graphs to maintain cost efficiencies. A summary report, comparing all 10 events shall be provided with supporting data tables and corresponding charts and graphs. Reports will be present in Microsoft PowerPoint format to facilitate their use for client presentations. Final reports will be delivered in digital format. If printed copies are required, BMRS will arrange for printing at Office Depot and bill the client at actual cost. BMRS also will be available for oral presentations of the summary results for all events. PROJECT COST A La Carte Surveys: For background purposes, based on BMRS’ experience with similar surveys, it is estimated that the cost to conduct an intercept survey as detailed in the RFP would be approximately $4,500 to $5,200 for an individual event on a stand-alone basis with 200 completed interviews and a written final report with graphs and charts, etc. BMRS’ cost break-down for the project as outlined above is: *Development of a generic questionnaire and database creation.... $1,400 *Event specific cost w/bullet point report…………………..……..$2,900 *End-of-project summary comparative analysis …..…...…………$5,000 In summary, the total cost would be: Generic questionnaire and database creation……………………....$ 1,400 Individual event surveys (10)……………………………….…...…$29,000 Summary Report……………………………………………………$ 5,000 TOTAL COST…………………………………………………..…$35,400 The cost for an add-on option for open-end questions is a minimum of $350 and a maximum of $700, depending upon the quantity of responses and the volume of the responses verbiage. BILLING If awarded the contract, BMRS shall bill the client $5,000 at the start of the project and at a rate of $2,900 as each individual event survey is completed. BMRS PROFILE Business & Marketing Research Services (“BMRS”) was first established in 1996 in Milwaukee, WI under the name Business & Marketing Consulting Services, offering both marketing and marketing research consulting expertise. In 2003 the company relocated to Vail and changed its name to Business & Marketing Research Services to reflect its concentration in the area of marketing research and analysis. BMRS, owned by Richard (Dick) C. Puetzer, is located in Vail, CO. His 35+ years of domestic and international experience in marketing and marketing research at both the corporate and field levels in regulated and competitive industries enable Dick to offer custom solutions to his clients’ information needs. BMRS operates as a sole proprietor consulting firm offering custom designed research services on a personal service basis. As opposed to a many larger, regional and national consulting firms that employ junior level employees to perform the actual work, projects undertaken by BMRS are personally handled by Dick from start to finish, providing clients the benefit of his extensive experience. Industries in which Dick has worked or consulted for are: Resort Area Special Events Resort Area Tourism Resort Area Golf Courses Resort Area Public Transportation Rural and Resort Area Banking Motorcycle Dealerships Regional Newspapers Shopping Malls Mutual Funds Education (university level) Minor League Baseball Cable Television Telecommunications (landline and cellular) Industrial Cranes and Shovels Temporary Help BMRS maintains an associate relationship with other market research consultants for specialty assistance. BMRS – RICHARD C. PUETZER Background Richard C. Puetzer is owner of Business and Marketing Research Services (“BMRS”). Dick began his career in 1974 as a market research analyst and has held a variety of positions in marketing research, business research and analysis, marketing planning, marketing management and customer service for a number of Fortune 500 companies. In addition, he has consulted on the international level in Spain, the Czech Republic and Romania plus has exposure to Sweden and England, which often enables him to provide an innovative perspective. Dick holds a BBA - Marketing from the Wisconsin State University-Oshkosh and an MBA from Marquette University. His experience includes various manager, director and vice-president positions at the staff and field levels. He has provided strategic direction for field personnel and also has occupied field positions with responsibility for implementing strategies developed by others to meet multi-million dollar revenue goals. Hence, he is client sensitive, attuned to the needs and priorities of planners as well as implementers. Research Experience Dick has conducted numerous studies in the areas of corporate image and market perception, advertising effectiveness, market segmentation, customer satisfaction, public services, product preferences, employee and customer opinion, and materials management. He also has written business plans for Internet start-ups, published white papers for the cable TV industry, developed strategic business and marketing plans and developed RFQs and RFPs for the private and public sectors. Key Strengths Dick’s key strengths are his wide scope of research and management experience, innovative approaches to problem solving and the experience of having been both a provider and user of market research. Because he has had hands-on responsibility for achieving revenue goals, Dick’s knowledge of market research and the realities of day-to-day operations enable him to design and implement market research projects that provide actionable information for his clients within budgeted guidelines. RELEVANT EXPERIENCE Business & Marketing Research Services Relevant Experience Research conducted by BMRS in the Colorado Mountain region include: 2009 Glenwood Springs Spa of the Rockies User & Non-User Focus Groups Glenwood Springs Spa of the Rockies Internet Survey Questionnaire 2008 Vail Recreation District Special Events Survey Chaffee County Visitors Survey - (Consulting Only) 2007 ECO Transit Rider Survey Teva Mountain Games Intercept Survey Vail Recreation District Golfers’ Survey Vail Rotary Duck Race Attendees Survey Frisco Overnight Visitors Survey 2006 Eagle County Airport Amenities Needs Assessment Survey ECO Transit Rider Survey WestStar Bank Advertising Effectiveness Study Frisco Special Events Survey Colorado Mountain News Media Branding Focus Group 2005 Vail International Dance Festival Intercept Study Vilar Center Intercept Study 2004 – 2005 Season Untraditional Marketing Multi-Event Results Comparison Other research projects conducted by BMRS include numerous market assessment, company and product “perception,” customer opinion surveys and focus group studies. Franciscan University International Business Curriculum Feasibility Resort Area Bank Business Customer Image Survey WestStar Bank Business Community Image & Needs Assessment Market Perceptions of Phoenix Harley Davidson Dealerships Mutual Fund Market Needs and Value Assessment Survey Employee Internal Company Image Benchmark Survey Cable Television Company Image Study Residential Customer Long Distance Opinion Study CLIENTS AND REFERENCES Vail Recreation District Vail Golf Course Golfer Satisfaction Survey Information Goals: User Profile / Satisfaction, Local Golfing Market Share and Economic Impact on the Town of Vail Contact: Mike Ortiz 970-479-2461 Teva Mountain Games Teva Mountain Games Attendees Intercept Survey Information Goals: Attendee Profile, Sponsor Recognition and Economic Impact on the Town of Vail Contact: Joe Blair Fall Creek Branding – President 970-331-7597 Town of Frisco (via Hill Aevium) Frisco Overnight Visitors Profile and Economic Impact Survey Information Goals: Attendee Profile, Sponsor Recognition and Economic Impact on the town of Frisco Contact: Linda Hill Hill Aevium 970-926-6700 WestStar Bank (via Hill Aevium) Business Community Company Image (Perception) Study Weststar Bank Advertising Effectiveness Study Contact: Linda Hill Hill Aevium 970-926-6700 Additional Background: Richard Puetzer’s market research experience has encompassed more than 20 of his 35 years in marketing. During this time he has conducted numerous Market Assessment, Image/Perception, Customer and Employee Opinion, and Customer Satisfaction studies while in the employment of Fortune 500 companies such as A.T & T. subsidiaries Wisconsin Bell and Mountain Bell, Manpower International, American Television and Communications and Time-Warner Cable. PROJECT AUTHORIZATION FORM The Town of Vail Committee for Special Event (“Client”) hereby accepts Business and Marketing Research Services’ (“BMRS”) proposal dated March 22, 2010 for the marketing research survey therein for Town of Vail Special Events. TERMS AND CONDITIONS 1. Cost Quote Based on the specifications and assumptions outlined in the proposal, it is estimated that the cost for the marketing research survey via shall $34,500 unless otherwise negotiated with Client. The project’s anticipated services are outlined in the referenced proposal. Any change in the specifications or assumptions may have the effect of increasing / decreasing the project cost. 2. Project Commencement BMRS shall initiate the project upon receipt of a signed project authorization form and the initial payment as specified in the proposal. 3. Use of BMRS’ Name Prior written approval from BMRS is required for the use of its name in connection with any public release of study data or in connection with the substantiation of any advertising. 4. Confidentiality This cost quotation is confidential and for the internal use of the client. The results of this study are confidential to the Client. BMRS reserves the right to use the report as an example of its services. Copies of any work shall not be released to other parties without client consent. 5. Cancellation/Postponement BMRS reserves the right to invoice the client at the rate of $125 per hour for all costs incurred in the event of cancellation or postponement of this project. 6. Billing Policy An initial payment of $5,000 is due upon project authorization. Additional payments of $2,900 shall be due as each individual event survey is completed and reported. Final payment is due within thirty (30) days of delivery of the final report. 7. Storage and Retention BMRS maintains storage facilities for projectrelated material. Materials are disposed of upon expiration of the time periods listed below. Project folders……….3 years Reports/Analyses of Findings……..3 years Name__________________________________________Title_____________________________ Authorized Signature _________________________________Date _______________________