HomeMy WebLinkAbout10_03_4 Survey RFP
75 S. Frontage Rd. Vail, CO 81657 March 5, 2010 RFP for Intercept Surveys at Town of Vail Funded Special Events To Whom It May Concern: The Town of Vail Commission on Special Events
(CSE) is seeking proposals for intercept surveys at special events for the purpose of measuring the economic contributions of specific events that are receiving public support. The list
of events funded by the CSE in 2010 is attached, as well as a sample survey template and final event recap guidelines that will help you to understand what information is being sought.
Please include estimates for the both of the following options: 1. For all events receiving allocations of $20,000 or more (20 events in 2010): · A statistically valid minimum number
of Intercept Surveys per event, with an option for the event producer to add 4 to 6 questions specific to their own event · Individual event report summarizing the data obtained · Summary
report comparing the data from all events surveyed 2. The CSE will select 10 events that they feel feel would provide them with the most valuable information · A statistically valid
minimum number of Intercept Surveys per event, with an option for the event producer to add 4 to 6 questions specific to their own event · Individual event report summarizing the data
obtained · Summary report comparing the data from all events surveyed If you would like to suggest an additional proposal that you feel would meet the CSE’s needs, please feel free to
include that as well. The CSE will be reviewing the proposals at their meeting on Wednesday, April 7, 2010 in order to evaluate the following considerations: · Financial feasibility
· Possible implementation of the survey program in 2010, or deferring it until 2011 · Cost sharing opportunities with the events being surveyed Please submit your proposals to Sybill
Navas, Special Events Coordinator, no later than 5:00 p.m. Monday, March 29, 2010. All submittals should be in electronic format, plus one hard copy on 8 ½ x 11 paper, unbound so as
to be easily copied. Submittals should be addressed to: Sybill Navas, Special Events Coordinator Town of Vail 75 South Frontage Rd. Vail, CO 81657 specialevents@vailgov.com Please contact
the Special Events Coordinator at 970 477-3551 or by email at specialevents@vailgov.com if you have any questions.
Guidelines for Post-event Recap for All Events Receiving Public Funding: A post-event recap is required from all events receiving Town of Vail funding or in-kind sponsorship. Please
schedule a presentation to the Commission on Special Events within 60 days of the close of your event. This presentation should be accompanied by a written, post-event follow-up document
which shall include: 1. An overview outlining the event’s strengths and weaknesses: specifically, what went well and what measures could be taken to improve the event. 2. An event budget
showing actual profit and loss numbers and how the funding was utilized. 3. A detailed overview of the marketing that was implemented to promote the event. 4. An explanation as to how
participants and/or attendees were directed to book lodging. 5. Survey results (*see explanation below) including the following information, per the CSE Criteria as described in the
RFP: a. Attendance numbers and demographic profile: i. Estimated attendance. If your event is non-ticketed, please describe what method you used to estimate the numbers of attendees.
ii. What percentage of people came to Vail specifically for your event? What percentage of people has attended the event in previous years? iii. Where did attendees come from: local,
regional, out of state, international? iv. Average age and income bracket of attendees. b. Estimated spending by event attendees: i. Lodging 1. What percent of attendees stayed in the
Town of Vail? 2. Number of room nights generated? 3. Average amount spent on lodging per day? ii. Dining iii. Shopping iv. Other Activities c. Visitor Intent to Return and Satisfaction
Ratings: Would you come back? Was if fun? d. Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional spending within the Town of Vail was generated
by the event? What is the ratio of increased revenue to the amount of funding received? How much additional sales tax revenue generated by the event accrued to the Town of Vail? (Town
of Vail sales tax is is 4%). 6. Potential for growth and the development of sponsorships and media exposure. 7. Did the event impact Vail’s “Sense of Community”?
8. In light of the Vail Town Council’s commitment to a sustainable environment, please describe any and all measures that were taken to produce the event in as “green” and environmentally
friendly manner as possible. Please submit your event re-cap electronically to the Special Events Coordinator at specialevents@vailgov.com at least 5 days prior to your presentation.
*The Town Council and the Vail Town Manager’s office have requested that survey data taken by an independent 3rd party be required as part of the final recap from all publicly funded
events in order to better audit the economic benefits of special events and more accurately determine the cost/benefit to the Town of Vail. All events receiving public funding in 2010
are required to provide statistically valid survey data based on the attached survey template. Because this requirement was not included in the 2010 RFP or in any collateral materials
and has not been included in the budgetary planning of many of the events, the CSE felt that it was not reasonable to require that this information be acquired through an independent
operator this year and will accept survey data taken by in-house methods. However, the CSE expects that beginning in 2011, events that receive public funding will be required to provide
statistically valid survey data taken by the third party professional data analysis company. The CSE will develop a program over the coming months to implement this requirement as part
of next fall’s funding allocations.
CSE Intercept Survey Template · What is the zip code of your primary residence? · Are you: o Day visitor: (not staying overnight)? o Seasonal Resident? o Full Time Resident? o Overnight
Visitor to the Vail Valley? Is this your first visit to Vail? How many nights are you staying? What type of housing are you using? · Hotel/Condo o If yes: How much, per day, does your
group expect to spend on lodging accommodations? · Friend Staying in: · Vail · Beaver Creek · Avon · Edwards · Eagle · Other · How many people are in your group? o How many under 17?
· Did you fly or drive on this trip? o Drove o Flew-if yes, into which airport? Eagle? Denver? Other? · How did you learn about today’s event? o Newspaper Local Regional National o TV
o Radio o Web o Word of Mouth/Friend/Concierge o Poster o Magazines o Just happened upon it
· As part of your plans to attend today’s event, have you, or do you expect to dine, have drinks, go shopping and/or participate in other activities within the Town of Vail? o If yes,
check all that apply: Drinks/dining: If yes: How much, per day to you expect your group to spend in Vail restaurants and/or bars? Shopping: If yes: How much, per day to you expect your
group to spend in retail establishments within the Town of Vail? Activities: (adjust winter/summer?) · Attend another special event? (If yes-which one?) · Golf · Skiing · Rafting · Hiking
· Biking · Spa Services · Other How much, per day, do you expect your group to spend on other activities in Vail? Event Evaluation: · Did you come to Vail specifically for this event?
· Have you attended this event in the past? · Next I’m going to ask you to rate your level of satisfaction with some of the attributes of this event. On a scale of 1 to 5, where 1 =
Not At All Satisfied and 5 = Extremely Satisfied, please rate your level of satisfaction with the following attributes of this event: o Would you recommend this event to your friends?
o Would you recommend Vail to your friends? o Additional Possible questions-may be tailored to the specifics of your event : Overall Satisfaction with this specific event or activity?
Organization/flow/layout of the event? Quality of the programming? Kid/Family friendly activities? Availability of Food and Beverages? Timing of the event/activities? Ease of Access/Availability
of Parking? Directional and/or Informational Signage? Other questions tailored to the specifics of your event. · How much do you estimate that your group spent directly at this event?
· Open ended: What one suggestion would you recommend to improve this event in the future?
Demographics: · Which of the following best describes your annual household income (before taxes)? o Under $50K? o $50K-$99K? o $100K-$149K? o $150K-$199K? o $200K-$499K? o $500K-$749K?
o $750K-$999K? o $1M+? · In what year were you born? · Would you be interested in participating in additional online marketing research with name of organization in the future? o Yes
– If yes: May I please have your email address? o No · Gender: (surveyor observation) o Male o Female