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HomeMy WebLinkAboutCSE_-_RFP_Intercept_Insight 2010 Intercept Insight, LLC Research | Analytics | Performance | Design PO Box 2078 | Avon, Colorado 81620 | tel 970.331.1086 | email jroberts@interceptinsight.com Town of Vail Commission on Special Events Request for Special Event Intercept Studies Proposal 3.25.2010 Intercept Insight, LLC Research | Analytics | Performance | Design PO Box 2078 | Avon, Colorado 81620 | tel 970.331.1086 | email jroberts@interceptinsight.com March 25, 2010 Dear Sybill Navas: Thank you for the opportunity for Intercept Insight to submit a proposal to the Town of Vail Commission on Special Events to conduct intercept surveys during specific events throughout 2010. Per your request, Intercept Insight has provided a proposal for marketing research services, which will provide the Commission on Special Events with insight regarding specific events during 2010. These services include strategy and execution, survey development, programming, analysis, reporting, and staffing. Listed below is the scope of the work for each event; including the objectives, methodology, reporting details, and costs associated with each event. Please contact Intercept Insight with any questions or concerns regarding this proposal, and thank you once again for this opportunity. Sincerely, Jason Roberts Principle Intercept Insight, LLC Intercept Insight, LLC Research | Analytics | Performance | Design PO Box 2078 | Avon, Colorado 81620 | tel 970.331.1086 | email jroberts@interceptinsight.com Overview The Town of Vail Commission on Special Events (CSE) board consists of seven voluntary board members. This board is responsible for evaluating and executing special event contracts, allocating funds for special events, implementing special event strategy, and evaluating the postevent recaps. The CSE is interested in conducting intercept surveys during specific events to help quantify decisions related to special events made by the Board. Objectives The purpose of conducting intercept surveys during special events is to gain insight on the event specifics; including demographic and geographic information of event attendees, spending habits, event satisfaction, media penetration, an estimated return on the Town of Vail’s investment, and sales tax revenues. With this insight, the CSE will be able to evaluate the economic contributions of each publicly funded event, develop objectives to increase the overall performance, market effectively, and attract sponsors for each event. Target  Special events receiving $20K or more in public funding (excluding Ambient Street Entertainment, Participatory Sports Group, and Gaelic Games) Methodology  Design a survey based on an approved core set of questions, including event specific questions  Program the survey into a survey design software  Upload the survey into handheld devices (PDA’s)  Hire/train local surveyors (acting ambassadors)  Design a sample plan for each event (this proposal assumes surveying each day of each event except for Holidays in Vail)  Collect a minimum number of surveys per event to ensure statistical validity  Download and analyze results using a analytical software program  Produce a summary report for each event and a final summary report comparing all events surveyed Intercept Insight, LLC Research | Analytics | Performance | Design PO Box 2078 | Avon, Colorado 81620 | tel 970.331.1086 | email jroberts@interceptinsight.com Individual Event Summary and Final Summary Report includes:  Estimated attendance  Estimated response rate  Event awareness  Measurement of overall marketing efforts  Overall satisfaction and event specific attribute satisfaction ratings  Most impactful attributes of the event to the overall satisfaction rating (driver analysis)  Net Promoter Score (quantifying likelihood to recommend)  Spending habits of event attendees (lodging, activities, dining, retail, transportation)  Economic impact – (estimated total revenue/sales tax revenue generated per event)  Town of Vail -Return on investment  Demographic and geographic classifications (market segment, state origin, metropolitan statistical area, age, income, etc.)  Detailed findings (percentage of guests who came to Vail specifically for the event, lodging details, nights stayed, intent to return, understanding of the events impact on Vail’s “sense of community”, measurement of the events “green” efforts)  Recommendations (detailed recommendations based on analysis to improve the events overall performance)  Surveyor observations Intercept Insight, LLC Research | Analytics | Performance | Design PO Box 2078 | Avon, Colorado 81620 | tel 970.331.1086 | email jroberts@interceptinsight.com Proposed Cost by Event:  Teva Mountain Games -$2,350  Oktoberfest Lionshead -$2,250  Oktoberfest Vail Village -$2,250  Spring Back to Vail -$2,750  Snow Daze -$2,750  Colorado Soul Festival -$2,250  Gourmet on the Gore -$2,250  Holidays in Vail -$2,350 (based on four days of surveying and one report)  Vail America Days -$1,850  Vail Farmer’s Market -$3,200  Vail Restaurant Month -$2,850  Vail Film Festival -$2,350  Kick-It 3v3 Soccer Tournament -$2,250  Taste of Vail -$2,350  Street Beat Winter Concert Series -$2,950  Vail International Dance Festival -$3,700  Hot Summer Nights -$3,100  Vail Jazz Festival -$3,100  Bravo! Vail Valley Music Festival -$5,900  Summary report comparing all events surveyed – FREE of CHARGE Intercept Insight, LLC Research | Analytics | Performance | Design PO Box 2078 | Avon, Colorado 81620 | tel 970.331.1086 | email jroberts@interceptinsight.com About Intercept Insight, LLC Intercept Insight is a qualified and proven marketing research company based in Avon, CO. Formed by Jason Roberts in response to the increasing demand for qualified marketing research consulting services in the ski industry, golf industry, hospitality, resort communities, event producers, and restaurants. Whether it is an on‐line survey, or an in‐person intercept we are here to help you drive toward quantitative planning and evaluation. Our ability to provide services that produce opportunities, measure performance and increase accountability sets Intercept Insight aside from other marketing research companies. Because each situation is unique, our experience and expertise allows us to make crucial assessments and decisions in a prompt, efficient and innovative manner. Marketers are becoming more accountable for financial impacts; value of products and services, and their customers needs; perceptions and intentions. Intercept Insight identifies, measures, and explains key metrics that will provide numerical support for performance and variance, then identify areas for improvement. We also provide services and support necessary to identify awareness, attitudes, and loyalty. Measuring and understanding these key metrics will provide data‐based support for investment in new opportunities, investment in existing products or services, and customer recovery; which leads to increased profitability. Intercept Insight has the support of the AMA (American Marketing Association), MRA (Marketing Research Association), and is certified in several areas of SPSS (Statistical Package for Social Sciences); a statistical software which helps organizations predict future events and proactively act upon that insight to drive better business outcomes. This level of experience allows our clients to have the comfort level that Intercept Insight, LLC is the right consultant for all of their unique research needs.