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HomeMy WebLinkAboutCustom Intercept Surveys_Scott Ranssi Proposal to Perform Intercept Surveys at Town of Vail Funded Special Events Presented to: Versatile Research Technology… …with Real-Time Results Minneapolis Headquarters: 10 Second Street NE, Suite 300 Minneapolis, MN 55413 (612) 836-4863 Dallas Office: 7200 Bishop, Suite 220 Plano, TX 75024 (972) 491-6900 www.customintercept.com Custom Intercept Solutions 10 Second Street NE ** Minneapolis, MN 55413 ** 612.836.4863 – telephone ** 612.253.0135 -facsimile March 29, 2010 Sybill Navas Special Events Coordinator Town of Vail 75 South Frontage Road Vail, CO 81657 Dear Sybill: Custom Intercept Solutions is pleased to submit this proposal for the implementation of intercept surveys at Town of Vail funded special events for the Town of Vail Commission on Special Events (“CSE”). The purpose of the surveys will be to measure the economic contributions of special events that are receiving public support to assist in determining a return on investment for the Commission. Custom Intercept Solutions (“CIS”) is a leading market research and technology company rooted in the public assembly industry. CIS was created in 2004 to provide customized research services and technology for clients in the visitor, convention, hospitality and other public assembly industries. CIS provides a wide range of market research services – employing industry leading methodologies – routinely offering the research techniques that the CSE is seeking as part of this engagement. This experience will be leveraged to ensure that focused, value-adding information is collected and all project objectives are achieved. CIS has worked on numerous assignments collecting and analyzing intercept survey information related to economic impact analyses, customer satisfaction and related research initiatives. Additionally, CIS offers market research services on an ongoing basis to major market destination marketing organizations. In markets such as Miami and San Antonio, CIS’s intercept survey technology and expertise has been utilized to measure and track economic impact variables and visitor perceptions with respect to destination and event amenities, satisfaction with venues and a wide variety of other related information. By engaging CIS for this important project, the CSE will receive: • A dedicated, full-service market research firm that routinely offers the services and research techniques necessary for this engagement; • Consultants with extensive experience providing similar, focused market research services to the visitor and convention industry; and, • Consultants with in-depth, hands-on application of economic impact analyses and evaluation. Sybill Navas March 29, 2010 Custom Intercept Solutions 10 Second Street NE ** Minneapolis, MN 55413 ** 612.836.4863 – telephone ** 612.253.0135 -facsimile We firmly believe that no competing firm can rival our base of relevant expertise as it relates to conducting special event intercept surveys, understanding the specific issues involved in economic impact analyses, and providing related market research services. We are enthusiastic about the prospect of assisting you with this project, and appreciate your consideration. Should you have any questions regarding this proposal, please feel free to contact Scott Ranssi at (612) 836-4863. Sincerely, Scott Ranssi Director of Operations Custom Intercept Solutions Town of Vail CSE – RFP Response TABLE OF CONTENTS ______ Business References.....................................................................................1 Experience and Qualifications Statement Corporate Overview...............................................................................2 Representative Clients ................................................................... ........6 Key Personnel ......................................................................................13 Approach to Scope of Work ............................................................ ..........15 Fees & Timing ...........................................................................................18 Exceptions Statement.......................................................... .......................19 Attachments A. Online Reporting Sample BUSINESS REFERENCESTown of Vail CSE – RFP Response Page 1 Business References Ms. Kathleen McAlpine Guest Experience Manager Phoenix Convention Center & Venues 100 North 3rd Street Phoenix, AZ 85004 Direct Line: (602) 534-8557 Email: Kathleen.mcalpine@phoenix.gov Mr. Tim Linville Director of Sales and Marketing Ford Center & Cox Convention Center One Myriad Gardens Oklahoma City, OK 73102 Direct Line: (405) 602-8587 Email: tlinville@coxconventioncenter.com Mr. Jeffrey Meeson Insights & Strategy Octagon 800 Connecticut Avenue, 2nd Floor Norwalk, CT 06854 Direct Line: (203) 354-7463 Email: jeffrey.meeson@octagon.com Mr. Daniel Derian Vice President, Research Major League Baseball 245 Park Avenue New York, NY 10167 Direct Line: (212) 931-7702 Email: dan.derian@mlb.com EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 2 Corporate Overview Custom Intercept Solutions was created in 2004 to deliver the type of progressive market research and associated consulting services that are required of this engagement. Direct market research is at the center of everything we do, as such, we offer multiple data collection methods including: intercept surveys, personal interviews, telephone surveys, paper surveys, mail surveys, focus groups and Internet/email surveys. This array of collection techniques allows CIS to reach specific, targeted markets to optimize both the quality of data obtained as well as the overall efficiency of each initiative. CIS works closely with each client to clearly define the scope of each project and outline the ideal course of action to deliver the desired results. CIS leverages its industry expertise to implement comprehensive research strategies to enable clients to apply research findings to their specific initiatives. CIS has extensive experience providing data collection, reporting and analysis services to organizations throughout the visitor and convention industries. CIS has worked with destination marketing organizations in numerous markets including Los Angeles, Miami, Kansas City, Sacramento, Reno, San Antonio, and Seattle among others collecting data at a wide variety of special events. Additional information on the specific services provided to similar clients can be found in the Professional Experience portion of this document. Data Collection Methods As is the case with all data collections methods offered by CIS, our experienced personnel will work with the client to ensure that targeted, effective survey /interview instruments are developed. It should be noted that regardless of collection method, all survey initiatives are completely customizable, thereby accommodating any specific event or research related initiatives. The various data collection methods available through CIS are summarized below. • Intercept Surveys – CIS has developed a system to conduct intercept surveys utilizing handheld PDA’s and the Internet to quickly and efficiently collect quantitative and qualitative data from respondents and upload results in real time via the Internet. The process is simple, 1) surveys are developed and programmed onto handheld PDA’s, 2) intercept surveys can be conducted in any location throughout a community due to the mobile nature of the device, 3) results are uploaded via the Internet to a secure, online website, and 4) results are available virtually in real-time in a secure, central environment allowing for on-going, strategic analysis. Utilizing PDA’s provides numerous benefits compared to traditional paper-based surveys including reducing the turnaround time necessary to convert completed paper surveys into actionable results, eliminating data entry errors inherent with the manual input process and allowing for quick and easy revisions to be made to the survey instrument as results and conditions dictate. EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 3 While our preferred methodology for conducting intercept surveys is through the utilization of electronic PDA’s, there are situations where paper surveys can also be beneficial. Therefore, CIS’s system also supports the use of paper surveys, the results of which can be loaded into the same central online environment as other collected data. • Internet /Email Surveys – Internet /email surveys are an effective means to obtain a large amount of quantitative and qualitative data in a quick and costeffective manner. These types of surveys are generally conducted in one of two ways. Clients can choose to either post a survey link on their own and/or partner websites soliciting feedback from existing website traffic or by distributing emails containing survey links to a predetermined sample of respondents from identified groups. In either case, the online survey is hosted by CIS. In most cases, the survey instrument notifies each respondent that the client organization is requesting feedback and invites the individual to participate in a study that will help the organization better understand and serve its stakeholders. As with the results of PDA surveys, information obtained through online surveys is available virtually in real-time. Once a respondent completes a survey, the data is immediately sent to CIS to be posted to the client’s secure, online interface and available for analysis. • Telephone Surveys – Telephone surveys are an effective means of reaching targeted groups and/or general populations and allow for a large amount of quantitative data to be collected over a broad geographical range. Generally, representative samples from populations being tested are selected and a sufficient number of surveys are conducted to obtain statistical validity. CIS has relationships with several third-party firms specializing in the deployment of telephone surveys to expedite the process. Additionally, the results from telephone surveys can be uploaded to CIS’s online reporting tools to allow clients to strategically analyze the data collected in a secure, central environment. • Focus Groups – Focus groups obtain qualitative data from a limited number of pre-selected participants regarding a specific or general research topic. Focus groups encourage full disclosure of ideas, attitudes, beliefs and perceptions regarding a specified research topic. A script is designed to move the discussion along in a focused manner, but still allow for free flowing discussion. Focus groups are a valuable tool for capturing real-life data in a social environment. The data is flexible in nature and can usually be viewed as having high face-value validity. A focus group is a valuable tool to assess customer satisfaction issues, test new ideas and gather information for wider research or marketing purposes. • Personal Interviews – CIS offers interviewing of targeted respondents to collect qualitative feedback on selected topics. The one-on-one interaction of personal interviews allows the research to look beyond narrow responses to find the reasons behind answers that are given. The probing nature of the interview EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 4 process allows our researchers to identify reasoning behind the opinions of respondents. The questions asked in these brief interviews are specifically designed to elicit opinions, attitudes, feelings or beliefs relating specifically to the desired objectives. • Mail Surveys – Mail surveys offer a relatively cost-effective means of obtaining quantitative feedback from a cross-section of a targeted population across a wide geographical area. The benefits of mail surveys include a lower per-survey cost than telephone surveys as well as the ability to describe more complex scenarios than would be easily communicated through a phone interview. Similar to phone surveys, the data received through mail surveys is uploaded to CIS’s online reporting tools to allow for central viewing and comparison. CIS offers full-service data collection for all methods presented above. However, the ease-of-use of our technology, particularly related to intercept surveys, also allows clients the opportunity to manage and conduct the staffing aspect of the research process on their own. Internal management can provide meaningful cost savings for the client as outlined below. • Intercept Surveys – Several visitor industry clients manage their own intercept survey initiatives utilizing in-house staff or event employees, convention center staff and/or volunteers. Clients receive initial and ongoing training and support to ensure that all survey projects result in successful, value-adding initiatives. The benefits of conducting intercept surveys internally include the flexibility of being able to collect unlimited event attendee feedback from respondents at any time opposed to only during scheduled, CIS-led initiatives as well as the associated cost savings. Results, Reporting and Analysis CIS provides customized reporting and analysis services to clients based on organizational/project requirements. Whether looking for a full-service research and consulting solution or simply hard data from any of our data collection methods, CIS will tailor its deliverables to fit client needs. Based on the data collection method(s) utilized, CIS’s results, reporting and analysis services include: • Qualitative Analyses – For our purposes, qualitative analyses refer to executive interviews and focus groups. These collection methods allow researchers to probe deeper into the reasoning behind the respondents’ opinions to solicit the perceptions, attitudes and beliefs that shape their thinking. As such, quantitative analyses often require more detailed outputs. The standard deliverable for these types of analyses is a summary report. These reports outline the major themes discussed and summarize the perceptions of the participants. Other deliverables offered for these analyses include: EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 5 • Audio recordings, • Verbatim documentation, and • Inclusive reports including detailed findings and recommendations. • Quantitative Analyses – Quantitative analyses refer to collection methods utilized to obtain more straight-forward, quantifiable results. For our purposes, intercept surveys, telephone surveys, mail surveys and Internet /email surveys are considered quantitative analyses. The results from these collection methods are presented in CIS’s proprietary, online reporting system. Our reporting tools allow clients to access their data from any Internet-enabled location and perform strategic analyses including charting, sorting, filtering and cross tabulation. These reporting tools offer a secure, central environment for all collected data to be viewed and compared. Other potential deliverables of these analyses include: • Spreadsheet outputs, • Summary reports, and • Inclusive reports including detailed findings and recommendations. It should be noted, where applicable there can be cross-over between the two analysis types. For example, we have introduced PDA data collection techniques within focus groups. This allows quantitative data to be collected and analyzed from a setting that generally delivers only qualitative feedback. By offering a full suite of research techniques and methodologies, CIS will develop a tailored research program to best achieve the specific objectives of this engagement. • Project Deliverables – In addition to the reporting services provided for each individual collection method, CIS offers advanced deliverables. These outputs can come in the form of summary reports to outline the overall findings of an initiative or more inclusive reports detailing the research completed and offering recommendations to be applied to the defined objective. Through a wide range of services offered and industry-specific experience, CIS provides customized research and consulting expertise to fulfill client objectives. CIS strives to deliver the highest level of innovation, dedication and effort to deliver value-added results that exceed expectations. EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 6 Representative Clients CIS has extensive experience working on consulting and market research assignments across multiple industries. The following pages provide an overview of the recent representative engagements that CIS has worked on with an emphasis on intercept survey services, economic impact analyses and related survey projects. Additional information on representative clients is available upon request. Survey-Based Economic Impact Analyses CIS has worked on several survey-based economic impact analyses for organizations across multiple industries. The following case studies summarize the services provided in similar survey-based economic impact engagements. City of Phoenix – In April of 2008, CIS entered into a twoyear agreement with the City of Phoenix to develop and implement a comprehensive survey system to collect and analyze data related to the economic impact and customer satisfaction of the Phoenix Convention Center. As part of the $600 million addition and renovation that the convention center underwent, local legislation required that a survey system be installed to collect, analyze and interpret data related to the economic impact of venue operations. As part of the engagement which was recently renewed to continue through April 2011, CIS provides a wide array of market research services including but not limited to intercept surveys at the Convention Center as well as online surveys of event attendees and exhibitors to evaluate the overall economic impact and customer satisfaction related to the operation of the convention center and select downtown entertainment facilities. The purpose of the project is to provide an ongoing research system to gather and analyze overall spending and customer satisfaction information to support the Phoenix Convention Center’s mission of becoming the premier convention and entertainment complex in North America. As part of the engagement, the project team administers all aspects of the survey system from questionnaire design and selection of representative events through data collection staffing and management, data interpretation and analysis. The primary data collection method utilized is electronic intercept surveys conducted onsite with event delegates and exhibitors which may be supplemented with follow-up telephone and email surveys of exhibitors and event representatives to collect the quantitative data necessary to accurately determine the economic impact of the Center’s events. The raw data is interpreted utilizing detailed convention industry-specific economic impact analysis methods to quantify the overall economic and fiscal benefits of the Center’s operations. _________________________ EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 7 SMG /Ford Center & Cox Business Services Convention Center -CIS was retained by SMG in 2008, and subsequently renewed in 2009, to conduct intercept surveys at approximately 50 events annually including the NBA’s Oklahoma City Thunder home games at the Ford Center as well as at select conventions and events at the Cox Business Services Convention Center. The focus of the engagement involves four criteria: customer service, client satisfaction, economic impact and food and beverage service. As part of the project, CIS works with SMG to develop targeted survey instruments, manage the entire intercept survey roll-out and tabulate all collected data. The results of each survey initiative are used in accordance with SMG’s management agreement to benchmark the facilities against other similar venues in each of the identified survey objectives. As part of the engagement, CIS provides City and Center management (SMG) with real-time access access to all collected data utilizing CIS’s proprietary online reporting tools. In addition to data collection and analysis, CIS also provides benchmarking services to compare venue performance versus similar facilities across the country. _________________________ American Airlines Center – The American Airlines Center (AAC) has been a client of CIS since 2004. In 2006 and 2007, CIS worked with the AAC to conduct intercept surveys with attendees at major Center events including the NCAA Men’s Basketball tournament, Big 12 Men’s Basketball tournament and the NHL All-Star Game to determine the economic impact that hosting these events has on the local, regional and state economies. In total, approximately 1,350 surveys were collected from event attendees to ultimately calculate the fiscal and economic benefits these events provided to the local, regional and state economies. Additionally, The Center has conducted mobile PDA surveys in the arena as well as annual online surveys with numerous stakeholder groups. Surveys have been conducted with Mavericks and Stars game attendees as well as season ticket and premium seat holders covering such topics as venue characteristics, spending habits, concessions, ingress and egress, arena personnel and overall experience. EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 8 In addition to the intercept survey-based economic impact projects for which CIS was engaged directly, we have also provided similar survey services collecting and analyzing economic impact data in conjunction with an affiliated public assembly consulting firm, CSL International, for the following organizations: Alleghany County Speedway (“The Rock”) Arizona Cardinals (National Football League) California Speedway /San Bernardino Redevelopment Agency Northlands Arena /Edmonton Arena Task Force Hartford Civic Center /Connecticut Development Authority Nassau Coliseum /Nassau County Nokia Theatre at Grand Prairie /City of Sugarland Reading Ballpark /Oaks Construction Management (Minor League Baseball) San Francisco 49ers (National Football league) TD Waterhouse Centre /Orlando Magic (National Basketball Association) CIS has also performed numerous other large-scale intercept survey projects for clients covering a wide array of research topics. Brief case studies of relevant recent examples are provided below: Major League Baseball – CIS was retained by Major League Baseball (“MLB”) to conduct intercept surveys at 2009 World Baseball Classic games held at venues across North America. The primary objectives of the research initiative were to assess factors that attributed to WBC attendance, measure the overall fan experience, and collect demographic data on game attendees. As part of the engagement, CIS worked with MLB executives to develop a targeted survey questionnaire; assembled, trained and managed onsite intercept staffing; created an online posting for MLB executives to strategically analyze all collected data in real-time; and created a summary report recapping all project results at the culmination of the tournament. Venues where intercept surveys were conducted included the Rogers Centre in Toronto, Canada; PETCO Park in San Diego, California; Sun Life Stadium in Miami, Florida and Dodger Stadium in Los Angeles, California. Over the course of the engagement, CIS collected approximately 2,400 completed surveys of game attendees providing MLB with invaluable data on how best to market the WBC and maximize the fan experience. Octagon – CIS has worked with Octagon, a global leader in sports entertainment and marketing, on multiple projects performing intercept surveys at numerous events across the country. CIS manages the entire survey process from questionnaire development and onsite management and staffing through data compilation and analysis. Two project examples are provided below: EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 9 Samsung -CIS was retained by Octagon in 2008 to perform intercept surveys on behalf of their client, Samsung, at four Minnesota Twins home games. The purpose of the survey initiative was to measure brand awareness and loyalty to corporate advertisers of professional sports franchises. CIS managed the entire intercept roll-out including interviewer staffing, data quality control and the creation of an online interface for strategic data analysis. CIS was retained to collect 250 completed surveys at each of four events. At the completion of the project, CIS’s survey team had collected nearly 1,100 responses from game attendees which were used to shape Octagon’s consulting recommendations. American Heart Association -CIS was retained by Octagon in both 2008 and 2009 to perform intercept surveys on behalf of the American Heart Association at four Heart Walk events each summer held throughout the United States. The purpose of the survey initiative was to measure sponsorship awareness, loyalty to corporate advertisers of cause-related events and assess respondent’s healthy eating and grocery shopping habits. CIS was engaged to manage the entire intercept roll-out including staffing, onsite management, data quality control and post all data to CIS’s online reporting system. CIS was retained to, and successfully accomplished, collecting 100 completed surveys at each of the eight events which were held in Dallas, Charlotte, Seattle, Tampa, Chicago, Houston and Philadelphia (twice). Bain & Company – CIS was retained by Bain & Company to administer intercept surveys at locations throughout the Dallas/Fort Worth Metroplex to obtain feedback related to the preferences and perceptions of respondents related to The Dallas Morning News and newspaper publications in general. Throughout the engagement, CIS collected approximately 1,600 responses utilizing our electronic handheld PDA technology over a six day period. This data was utilized by Bain & Company to provide strategic consulting services to The Dallas Morning News related to the purchasing behavior of single copy newspaper buyers in the local market. As part of the project, CIS managed all aspects of the intercept survey roll-out including assembly, training, deployment and management of survey staff which numbered up to fifty (50) surveyors per day. Surveyors were positioned at newspaper purchase points including gas stations, convenience stores, grocery stores, news stands, newspaper boxes and other areas throughout the Dallas/Fort Worth Metroplex based on known sales volumes. Each day, surveyors were directed to their assigned location equipped with handheld PDA’s to electronically capture respondent feedback. EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 10 Kansas City Convention & Visitors Association – As part of an extensive consulting agreement between the Kansas City Convention and Visitors Association and CSL International, CIS was retained to administer intercept surveys throughout the Kansas City destination. The purpose of these surveys was to collect direct market feedback from respondents at numerous area attractions regarding their experience and perceptions of the market to reposition the City as a vibrant convention and visitor destination. Over the course of several weekends, CIS managed the deployment of survey staff and data collection, gathering nearly 1,400 electronic intercept surveys which served as the basis for the re-branding initiative. Following on the success of the CIS-led intercept survey project, the KCCVA began use of CIS’s PDA survey technology on an ongoing basis to conduct intercept surveys throughout the destination utilizing internal staffing options. Their first initiative was to collect feedback from attendees at their annual Rhythm & Ribs Jazz Fest. The survey was conducted over a two-day period and obtained information related to respondent demographics, local accommodations and satisfaction with the event among other topics. The KCCVA also collected direct market feedback from attendees and exhibitors at the convention center as well as at local sports venues. City of San Antonio – The San Antonio CVB has been a CIS client since 2005. The CVB initially began using CIS’s mobile research technology in conjunction with a consulting assignment to re-brand the San Antonio market as a dynamic tourist destination. As part of the initial engagement, CIS provided intercept survey staffing and process management at venues and events across the City. Upon study completion, the CVB continued collecting feedback from respondents utilizing internal staffing at numerous venues throughout the City including the convention center, Riverwalk, the Alamo, the Visitor Center, local hotels and area attractions including SeaWorld, Six Flags and the Alamodome. Over the course of their usage, San Antonio city departments have collected approximately 10,000 completed PDA surveys from respondents throughout the destination. In addition, the Bureau conducted an email survey related to potential new logo designs that was distributed to their entire email database. Over a three-day period, over 11,000 responses were collected providing the Bureau with invaluable insight into stakeholder preferences. In 2008, the CVB signed their current contract incorporating other City departments including Downtown Operations and the Office of Cultural Affairs to continue utilizing CIS’s intercept survey technology on a broader basis throughout the destination. The following pages illustrate additional organizations for which CIS has provided customized market research services. Additional information is available upon request. EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 11 Previous Experience – Visitor Industry, Service and Miscellaneous The following graphic depicts some of the convention, visitor and service organizations that CIS has worked with. Additional information is available upon request. EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 12 Previous Experience – Sports and Entertainment CIS has assisted numerous organizations in the sports and entertainment industries on projects related to the collection, analysis and reporting of direct market research. The following graphic depicts some of the sports organizations and venues that CIS has worked with. Additional information is available upon request. EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 13 Key Personnel The success of any consulting engagement depends on the relevant experience of involved personnel, managerial competence, technical background, creativity and responsiveness. All the consultants highlighted below assigned to this project will be available throughout the entire study process. Project Director – Scott Ranssi, Lead Project Manager, will serve as project manager and manage the day-to-day data collection and analysis efforts related to this engagement. Mr. Ranssi leads all CIS research engagements and will play an essential role in all aspects of the project. Mr. Ranssi has served as project manager on over 100 research assignments for clients throughout the public assembly industry. This experience will be leveraged to develop a tailored research solution that most effectively combines CIS’s resources and expertise to achieve the CSE’s identified objectives for this project. Mr. Ranssi’s background includes numerous survey-based consulting and research projects throughout the country including visitor industry projects in Miami, Reno, Kansas City, San Antonio, Seattle, Cleveland and Sacramento. Project Advisor – Craig Skiem has been providing consulting services to the public assembly industry for 20 years. Mr. Skiem was a founding partner of both CIS and its affiliated consulting firm, CSL International, and serves as President of each company. Mr. Skiem has been integral to both setting up CIS as well as guiding its development to provide industry-leading market research services. Mr. Skiem will take an active project advisory role, leveraging his extensive industry experience to assist in initial project set-up and work plan development, through program implementation and quality control over the course of the engagement. Prior to founding CSL in 1988, Mr. Skiem was the National Partner in Charge of Coopers & Lybrand's Sports Industry Practice. Mr. Skiem has directed over 350 consulting projects for organizations throughout the public assembly industry including municipal and government entities, professional sports franchises and facility management among others. Project Advisor – John Kaatz has been providing consulting services to the convention and visitor industry for 16 years. Mr. Kaatz is a Principal with CIS as well as with CSL International, a leading public assembly industry consulting firm, and directs all of CSL’s convention and visitor industry engagements. Prior to joining CSL, Mr. Kaatz was the Director of Coopers & Lybrand's Convention and Visitor Industry Consulting Group. Mr. Kaatz has been asked to speak at various industry forums and seminars related to the market analysis and the financial and economic impacts associated with the convention and public assembly industry. He has been quoted in periodicals such as the Wall Street Journal, New York Times, Meeting News and numerous local publications on topics related to the hospitality, convention and visitor industry. Mr. Kaatz was also a Founding Partner of CIS, recognizing early on the need for comprehensive research services that can be EXPERIENCE AND QUALIFICATIONS STATEMENT Town of Vail CSE – RFP Response Page 14 customized to the convention and visitor industry. Mr. Kaatz regularly incorporates CIS’s services as a prominent component to his consulting engagements. Mr. Kaatz has worked on over 300 convention and visitor industry projects including studies in Miami/Miami Beach, Minneapolis, Salt Lake City, Cleveland, Cincinnati, New Orleans, Washington D.C., Anaheim, Las Vegas, Philadelphia, Denver, and Houston. The results of these studies have been used to assist clients to determine project market and financial feasibility, economic impacts, appropriate marketing focus and management structure, and in pursuing and securing project financing. Mr. Kaatz and/or Mr. Skiem have been involved in each of the projects previously set forth in the Project Experience and Qualifications Statement. Technology Lead – Rodney Golden, Technology Director, will oversee all technical aspects of the project. Mr. Golden directs the technology aspects of CIS and will work to ensure that technology implementation is efficient and effective. Mr. Golden is an application development and database management specialist with extensive programming, training and database administration experience. Mr. Golden has worked internationally and throughout the United States on development, training and database projects. The reporting features of the current CIS online application and its 10-million plus record data warehouse were developed from the ground up by Mr. Golden. Other Staff Resources – Throughout the project, we will use other supporting project team staff as required to provide the CSE with timely, responsive and comprehensive service. APPROACH TO SCOPE OF WORK Town of Vail CSE – RFP Response Page 15 Approach to Scope of Work The purpose and objective of this engagement is to implement intercept surveys at Town of Vail funded special events to measure the economic contributions of specific events that are receiving public support. Our project team’s extensive background of comparable assignments will be leveraged to ensure that value-adding economic impact data is collected in the most accurate and efficient way possible to successfully achieve the CSE’s identified research objectives. The market research plan developed in the following section outlines the key program elements of the project and includes the proposed research methods to successfully accomplish the CSE’s goals as outlined in the RFP. Market Research Plan As an initial step in the engagement, CIS will work with the CSE to establish specific project goals, develop a calendar of events and create a targeted and effective economic impact survey for deployment. Our project team will be available to begin work immediately upon notification of selection within the parameters of the agreement effective date. To most effectively meet the identified project objectives of the CSE, we propose electronic, handheld PDA’s be utilized for this project which will streamline the data collection process as well as the compilation and reporting of results. CIS specializes in providing the exact type of mobile intercept survey services that this project requires and has specific experience conducting survey-based economic impact initiatives for numerous clients. Based on this experience, our project team is uniquely positioned to perform this task from targeted questionnaire design and data collection through reporting and presentation. This expertise will be leveraged by the project team to ensure that reliable and actionable survey results are collected and reported to event representatives and the CSE. The following sections of this proposal outline the steps that CIS would undertake and the services provided to achieve the stated project goals. The services described herein provide the basis for the pricing estimates to follow. Survey Development CIS will work with the CSE to develop the intercept survey template included in the RFP into a targeted survey instrument that efficiently captures all the necessary data to accurately determine the economic impact generated by town-funded events. CIS has developed numerous similar survey questionnaires and fully understands the unique inputs that are necessary to calculate the economic and fiscal benefits derived by a destination through hosting special events. In addition, we will work with each event producer to tailor a portion of the survey instrument to collect meaningful data specific to their event. APPROACH TO SCOPE OF WORK Town of Vail CSE – RFP Response Page 16 Survey Staffing CIS will assemble, train and manage a professional survey staff to conduct intercept surveys at any number of events that the CSE deems appropriate. For purposes of this proposal and the included pricing estimate, CIS would provide these services for either ten (10) events as chosen by the CSE that they feel would provide the most valuable information or at all twenty (20) events receiving allocations of $20,000 or more in 2010. To control costs for our clients, CIS has developed a relationship with an industry leading, professional staffing firm with offices throughout the country specializing in providing local individuals with experience in event promotions, marketing and/or surveying. This relationship ensures that only experienced event professionals are used throughout the data collection process while also keeping travel and out-ofpocket expenses related to survey staffing to a minimum. Additionally, experienced CIS project managers will be onsite to train and manage the survey staff as well as oversee the data collection process and ensure quality control as needed. Data Collection CIS will leverage the experience gained from conducting similar projects to ensure that targeted goals are reached and a random sampling of accurate data is collected and reported for each surveyed event. Based on the CSE’s stated desire to optimize the statistical relevance of the survey results for events both cumulatively as well as on an individual event basis, CIS proposes that a minimum of 250 completed surveys are collected at each event. It is important to note that statistical validity is impacted by several factors including size of event population, expected response distribution and desired confidence levels among others. In looking at the 2010 funding allocations calendar of events, the average estimated attendance of the events receiving $20,000 or more from the CSE is approximately 20,000. At this population size, a sample size of 250 completed surveys provides approximately a 5% margin of error and 95% confidence level. We believe that this selected sample size will not only ensure statistical relevance but also provide substantive credibility to the study’s findings. It should be noted that if during the development of the final work plan it is collectively determined that a larger or smaller sample size is deemed appropriate, these revisions may have a material impact on staffing fees and, as such, we will be flexible in working through a revised project scope and cost structure. The importance of accurate data collection cannot be undervalued as it relates to this project. CIS has conducted numerous similar data collection assignments and will leverage that experience to ensure that the appropriate feedback is collected from event attendees. The following chart presents a few of the common data collection issues that arise in an engagement of this type as well as the proven solutions that CIS has utilized to neutralize them. APPROACH TO SCOPE OF WORK Town of Vail CSE – RFP Response Page 17 Potential Issue Tested Solutions Erroneous data • Utilize handheld PDAs to electronically capture data eliminating data entry errors • Real-time feedback allows for immediate access to all collected data Poor response rate • Overstaff to ensure minimum thresholds are met • Provide ongoing intercept training to maximize acceptance rates • Utilizing the latest technology often increases response rates Statistical validity • Minimum target of 250 survey completes per event (2,500 -5,000 total completes) Specific Economic • Real-time data access allows for immediate "reality" checks of all collected feedback Impact Issues • Extensive experience allows CIS to quickly identify potential data inaccuracies Event Layout • Familiarity with event congregation points and proper intercept staff positioning Surveying Issues • Understand the most effective timing of surveys to bolster acceptance rates Similar Experience • Similar economic impact survey engagements provide a blueprint for successful project completion Online Reporting CIS has developed a proprietary reporting system that allows users to enter a secure online environment and strategically analyze all collected data virtually in real-time. As part of this engagement, to supplement the reporting requirements outlined in the RFP, CIS would envision creating a password-protected user interface for each individual event and posting all survey results online immediately following each event. This would allow event organizers to monitor the progress of the survey process as well as perform advanced analyses of the data. As an added value to the CSE, a cumulative data posting would be created allowing CSE officials to view data either individually by event or comparatively across events on an ongoing basis. All authorized personnel associated with the project will be able to access the information, perform strategic analyses and create customized outputs of the data. A sample of the CIS reporting system system is included as an appendix to this document. Report Deliverables Following each surveyed event, CIS would provide the event organizer and the CSE with a summary report of the collected data for each event. Additionally, CIS would prepare a cumulative report that compares all survey data collected to date by event. At a minimum, these reports will include applicable data tables, graphical representations of data and textual summaries. CIS would work with the CSE to develop an appropriate format and report template to ensure that the collected data is most effectively presented to project representatives. FEES & TIMING Town of Vail CSE – RFP Response Page 18 Fees & Timing The option pricing provided below is based on our understanding of the project objectives as listed out by the Commission on Special Events in the RFP and the specific assumptions detailed within the project scope of this proposal. The fees include all necessary services to be performed by CIS to ensure the successful completion of the engagement, including: • Final survey instrument development services; • Survey programming; • CIS project management travel and out-of-pocket expenses; • Assembly, training and oversight of professional intercept survey staff; • Electronic data capture and upload; • Creation and maintenance of secure online Client data interface; • Data compilation and online results reporting; • Preparation of final data tabulation and summary reports; and, • Ongoing client service and support. Option 1. All events receiving allocations of $20,000 or more (20 events in 2010) The total fees for this scenario, where CIS would would perform intercept surveys at twenty (20) Town of Vail funded special events, would be $69,500. Option 2. 10 events providing most valuable information as selected by the CSE The total fees for this scenario, where CIS would perform intercept surveys at ten (10) Town of Vail funded special events, would be $39,500. Please note that the fees provided above are based on our understanding of the CSE’s stated objective of optimizing the statistical relevance of the collected data on an individual event as well as cumulative basis and assume that CIS would target a minimum sample size of 250 completed surveys per event to accomplish this goal. If during the development of the final work plan it is collectively determined that a larger or smaller sample size is deemed appropriate, these revisions may have a material impact on final pricing and we will be flexible in working through a revised project scope and cost structure. EXCEPTIONS STATEMENT Town of Vail CSE – RFP Response Page 19 We have read and understand the Town of Vail’s Request for Proposal for intercept surveys at Town of Vail funded special events. CIS possesses the necessary capabilities, expertise and resources to fully accomplish all objectives as outlined and provide the proposed services herein. We do not anticipate any issues arising which would prevent us from delivering the scope of services provided and are fully capable of commencing work on this engagement immediately following notification of selection. APPENDIX A. ONLINE REPORTING SAMPLE Town of Vail CSE – RFP Response CIS’s proprietary online reporting system provides clients with a dynamic, completely customizable tool to strategically analyze all collected data. For purposes of this engagement, we envision the online reporting system as a supplementary tool to compliment the reporting requirements outlined in the RFP. The system allows users to tailor their data outputs by selecting from various chart types, fonts, colors, image sizes, etc. Advanced reporting functionality also allows for crosstabulation between questions, trend analysis over time, and data filtering, mining and sorting among others. The following pages provide an illustrated overview of a portion of the features and functionality of the CIS reporting system. Chart Customization CIS’s reporting tools allow users to completely customize their data outputs by supporting a myriad of chart types, fonts, colors and sizes as shown below. Question: Are you a….? Question: Is this your first visit to Vail? Question: What airport? APPENDIX A. ONLINE REPORTING SAMPLE Town of Vail CSE – RFP Response Advanced Reporting Functionality The CIS reporting system allows clients to perform strategic analyses on all collected data in real-time. Clients are intuitively able to perform advanced data manipulations including filtering, crosstabulation and trend analysis among others with the click of a button. Like Question Grouping The reporting system allows users to select questions that have similar answer options, such as rating or scale questions, and see the average rating that each variable received on the same graph. The example below shows how respondents rated multiple aspects of an event on a comparative basis as well as presents the average compiled rating received across all question variables. Question: Please rate the following event related variables on a 5-point scale, with 5 being the highest or best rating: The output example above illustrates how clients can quickly and easily create a graphical representation of several event aspects to assess overall performance. APPENDIX A. ONLINE REPORTING SAMPLE Town of Vail CSE – RFP Response Crosstabulation The crosstabulation function allows users to see how different variables within a survey interact with one another. For purposes of this project, a value add to the CSE would be the ability to view data broken out by individual event on the same graph. For example, the graph below depicts the average overall satisfaction rating (1 being ‘Poor’ and 5 being ‘Excellent’) that respondents gave each event. This provides a straightforward analysis tool to assess over-and underperforming events as it relates to specific event variables. Data Crosstabulation: Overall Satisfaction By: Event Other advanced functionality of the reporting tools include: Filtering: Allows users to view any subset of data they wish by simply selecting the answer variables they want included in the data set. Data can be infinitely filtered down to the single respondent level. Drilldown: Presents collected data for a particular question over selected time horizons. For example, data is initially presented by year which can be selected and broken down by quarter, month or even down to the individual day. This provides a trend analysis tool to monitor aspects of event performance over time. Date Ranges: Allows users to select a specific data range or ranges to view collected data. This provides a useful tool for users to view data over an identified time period or view yearly, quarterly or monthly comparisons. More information regarding CIS’s proprietary online reporting system is available upon request.