HomeMy WebLinkAboutIntercept Survey RFP Corona Insights
March 26, 2010 Sybill Navas Special Events Coordinator Town of Vail 75 South Frontage Road Vail, CO 81657 Via Email RE: Proposal for Intercept Surveys at Town of Vail Special Funded
Events Dear Sybill and Selection Committee, The Corona Insights team is pleased to present this response to the Town of Vail Commission on Special Events (CSE) RFP for intercept surveys,
dated March 5th, 2010. Our team appreciates the opportunity to respond to this RFP, and believes that we have the necessary qualifications and experience to complete this work in a highly
successful manner. The attached proposal includes background about our firm, our qualifications and experience, and our proposed approach and methodology in order to complete intercept
surveys at Town of Vail events. We also provide our proposed pricing in the attached document. If we can better tailor the attached proposal to meet your needs, feel free to contact
me at 303-894-8246 or at leo@coronainsights.com. I look forward to hearing back from you. Sincerely, Leo Lewis Principal
Proposal for Intercept Surveys at Town Events Town of Vail Commission on Special Events
CONTENTS Introduction .......................................................................................................................................... 1 General Qualifications
and experience .................................................................................................. 2 Research Scope and Methodology ....................................................
.................................................... 12 Project Team ..................................................................................................................................
...... 18 Estimated Pricing ................................................................................................................................ 21
Page 1 INTERCEPT SURVEYS PROPOSAL TOWN OF VAIL COMMISSION ON SPECIAL EVENTS INTRODUCTION Corona Insights is pleased to present this proposal to conduct intercept surveys at selected
Town of Vail events. It is our understanding that feedback from attendees at these events that is analyzed and reported on will be used for the purpose of measuring the economic contributions
of various Town events. Our firm has significant experience in managing, developing, conducting and analyzing a wide variety of intercept surveys, including those surveys that are intended
to assist in measuing economic impact in a local area. On the following pages, you will find information on Corona Insights including our capabilities and qualifications, as well as
our proposed methodological approach to conducting this study. We also provide proposed pricing. Overall, we view this proposal as a starting point in our discussions and look forward
to working with you to ensure that our work will provide you with the necessary answers, in a a timely fashion, and within budget.
Page 2 GENERAL QUALIFICATIONS AND EXPERIENCE INTRODUCTION TO CORONA INSIGHTS Corona Insights serves as a think tank for clients needing to make important decisions on a wide variety
of topics. We help clients uncover the right answers to the questions that are most important to them. We then inform them on how those answers can inform their decisions and plans.
The firm’s mission is to: “Provide accurate and unbiased information and counsel to decision makers.” Corona accomplishes this mission by taking the time to learn our clients’ questions,
developing a plan to answer those questions, and then executing and delivering actionable insights. At the core of this process is Corona’s professional team of consultants and support
staff. When you hire Corona, you get the brightest minds out there. We know how to reach your target market via a number of primary research methods we are skilled at deploying such
as surveys, focus groups, and interviews. We know how to glean knowledge from numbers via our advanced statistically analyses, data modeling, optimization and projections. And we know
how to use that knowledge via our strategic planning practice. Clients rely on our intellectual horsepower for complex analysis and evaluations of data and research. Our three practice
areas create the ideal blend of research and consulting, and Corona has perfected the art of combining multiple research and consulting methods to help illuminate future direction for
organizations in need of our consulting services. CORONA’S PRACTICE AREAS Corona works with all three sectors (public, private, and nonprofit) and provides a variety of services across
our three practice area to address our clients’ questions and provide direction. Market Research Data Analytics Strategic Consulting Brand awareness and perceptions Customer or member
studies Media and message testing Secret shopper Product testing Public opinion Segmentation studies Website usability Secondary data analysis Demographic profiles and projections Optimization
models Economic impacts Social and fiscal impacts Process and outcome evaluations Scenario analysis Strategy formulation Strategic and business plan development Transition planning and
change management Counsel to boards of directors and executive directors Retreat facilitation Public input and meeting facilitation
Page 3 OUR FIRM’S QUALITY AND REPUTATION In 1999, Kevin Raines named his company Corona because the word invokes the image of a “circle of light”. It’s the knowledge that surrounds and
illuminates an issue; exactly what we do. While we started small more than a decade ago, we certainly didn’t stay that way. We continue to expand our staff, our expertise, our experience
base, and even our office space. We’re proud to receive praise from our clients and accolades for the work that we do. Today, we research and consult across all sectors — public, private
and nonprofit — in our three practices areas: data analytics, market research and strategic consulting. While the volume of projects speaks to the demand for our work, the fact that
twothirds of our work is for repeat and referred clients says even more. Corona Insights has a strong commitment to quality in our work products. We offer several indicators of our firm’s
quality and reputation below. Awards. Listed below are several awards Corona has received in the past few years. In 2009, Corona was the Denver “Small Business of the Year,” an
award sponsored by the Denver Metro Chamber of Commerce. In 2007, Corona was a finalist for the same award. In 2008, Corona was a top-ten semifinalist for the Better Business Bureau
Torch Award for Marketplace Excellence. Corona received an “Award of Excellence” from the Small Business Administration for our work on a federal market research project. Corona
earned Finalist Recognition for a community service award from the Denver Business Journal. Professional Involvement and Affiliations. Corona is active in our profession and our community,
with involvement that includes: Staff membership in the Marketing Research Association and the American Association for Public Opinion Research. Corona belongs to these organizations
as a means of professional development and to ensure “best practices” in research ethics. Official Market Research and Evaluation Firm for the Colorado Nonprofit Association in 2006
and 2007. In 2008, the Association stopped offering this title, though we maintain a very close relationship with the Association through research and sponsorships. Members of the
Denver/Boulder Better Business Bureau, the Denver Metro Chamber of Commerce, and the Downtown Denver Partnership. Association member of the Colorado Municipal League. Staff membership
in the New Denver Ad Club, including its yearly service project through AD2. Corona Quick Fact 68% of Corona’s work comes from repeat and referral clients.
Page 4 Corona Quick Fact Corona maintains a neutral standpoint and avoids all possible conflicts of interest, so we can approach the research on a completely objective basis. Staff
Quality and Experience. Our breadth of experience in data analytics, market research and strategic consulting has helped clients see much more than they could on their own. We’re able
to do this because we only hire the best. Our employees are life-long learners who bring intellectual horsepower to their problem-solving methods. We generally require a master’s
degree to work at Corona Insights. Nine of our twelve analytical staff hold master’s degrees, and one holds a PhD. Those advanced degrees are highly relevant to our work. Among our
staff, we hold master’s degrees in business, public affairs (demographics), economics, psychology, industrial engineering, and nonprofit management, and a PhD in cognitive psychology.
We can add to those credentials bachelor’s degrees in aerospace engineering, industrial engineering, marketing, economics, and other degrees. Corona staff has very rigorous and wellrounded
educations. We employ an exacting testing process that candidates must pass to even get an interview. In our quantitative practice, for example, we screen resumes and only invite
selected candidates to the test. Even among those candidates, approximately 85% do not score sufficiently well to move on to an interview, which ensures that Corona hires only the top
performers in each of our fields of emphasis. As seen in… Our staff’s work has been quoted widely, including references in:
Page 5 OUR FIRM’S GEOGRAPHIC RANGE Corona staff members have conducted well over 500 site-specific research or consulting projects in 35 states across the U.S., plus the District of
Columbia. We have also conducted several nationwide studies, and within Colorado we have conducted site-specific research in all 64 counties. All Corona projects are run from our sole
office in Denver, Colorado. On a geographic basis, 45% of Corona’s work has been done in the Denver Metro Area 33% of Corona’s work has been done in Colorado outside the Denver
Metro Area 22% of Corona’s work has been done outside Colorado Corona is also familiar conducting studies in the mountain resort area. In the past three years we’ve worked on three
different projects in which we collected, analyzed and reported on data collected in nearby Summit County. These projects will be described in more detail in the previous relevant experience
section of the proposal.
Page 6 SAMPLES OF CORONA’S SITE-SPECIFIC RESEARCH IN COLORADO Corona Research is one of two known existing firms that have conducted onsite research in every county in Colorado. The
map below is merely a sample to show our geographic range and experience in working on site-specific research in every county in Colorado. We can provide many more examples of our work
in Colorado and elsewhere in the United States. Number Project Description 1 Survey of Train Noise Issues in Paonia 2 Focus Groups of Romance Novel Readers 3 Economic Impact Study of
Proposed Sports Complex and Related Tourism 4 Drinking and Driving Advertisement Assessment Survey of Men 5 Market Reconnaissance for New Real Estate Market Development 6 Public Health
Needs Assessments 7 Anti-Tobacco Advertisement Testing 8 Observational Seat Belt Studies 9 Media Awareness Survey 10 Intercept Surveys of County Fair Attendees 11 Survey of Recycling
Program 12 Study of City Overcrowding Ordinance (Fort Collins) 13 Focus Groups of Spanish-Speaking Library Users 14 Community Needs Assessment 15 Intercept and Telephone Surveys of Library
Usage 16 Cherry Creek Arts Festival Intercept Survey 17 Survey of Tollroad Users 18 Intercept Survey of Potential New Home Buyers 19 Focus Groups with Non-Profit Organizations 20 Housing
Demand Analysis Cost of Living On-Site Data Collection (All 64 Counties)
Page 7 PREVIOUS RELEVANT EXPERIENCE Below, we detail two different projects in case study form in order to give you a detailed understanding of the different approaches Corona has utilized
to help inform decision makers in previous projects. VISITOR EXIT SURVEY, CHERRY CREEK ARTS FESTIVAL Our Client’s Need: The Cherry Creek Arts Festival, which occurs annually over the
Fourth of July holiday, attracts a wide variety of visitors from local neighborhoods, around the metro area, and beyond. Additionally, they fund the festival largely through sponsorships.
The Festival organizers not only needed to assess the satisfaction of visitors, but they also needed to learn who their visitors were. In addition, they wished to measure the awareness
of festival sponsors. Corona’s Solution: Corona reviewed previous research completed for the Festival and created an updated, and more encompassing, survey instrument. The survey was
tailored to learn about demographics of visitors as well as their other interests. Satisfaction and sponsorship questions were also included. With any survey, accurate sampling is critical.
Corona prepared a detailed and robust sampling plan that ensured all types of visitors would be represented. Corona designated exact exit points and times of day for all surveys to be
conducted. To add further strength to the findings, Corona kept exit counts at each exit, then weighted the survey responses to more accurately reflect the entire Festival population.
As a cost savings option to the Festival, Corona created the data entry protocols and Festival volunteers performed the data entry task. Their Outcome: Information from the intercept
survey allowed the Festival to more confidently plan upcoming years’ Festivals. This included learning about visitor’s other interest and where they lived so future marketing efforts
could be more tailored. Additionally, with data on sponsor recognition, the Festival could provide accurate data to future prospective sponsors in order to sign up more sponsors. Of
particular interest was the makeup of Festival attendees. Due to Corona’s sampling, high income individuals – who used different entrances than the bulk of visitors due to specific geographical
issues – were captured in surveying. This led to a higher proportion of higher income individuals being reported than was previously believed to have attended – a demographic of significant
interest to many sponsors.
Page 8 SUMMIT PREVENTION ALLIANCE, SUMMIT COUNTY, COLORADO Our Client’s Need: The Summit Prevention Alliance needed to conduct a drinking and driving social marketing needs assessment
among both permanent residents and seasonal workers (specifically young adults, ages 21 – 35). Corona’s Solution: Corona developed a study to collect data in six specific areas: Typical
Drinking Behavior; Being a Passenger, Interventions, DUI Beliefs and Experiences, Social Norm Beliefs, and Respondent Demographics. To execute the survey, Corona utilized two different
modes due to the different nature of the groups trying to be reached. For permanent residents, a telephone survey was utilized. For the hard-to-reach seasonal workers – who by definition
did not live in one place long enough to have a phone or address on available records – Corona devised a plan to conduct intercept and door-to-door surveys around the County at ski areas,
retail and dining areas, and at housing complexes known to house seasonal workers. The survey instrument was tailored to allow for this mixed-mode research. Afterwards, the survey data
was weighted to even more accurately reflect the study population. This ensured that no one segment of the population – as determined by age and gender – was over or underrepresented
in the final conclusions. Their Outcome: Based on the research findings, the Summit Prevention Alliance was able to develop appropriate strategies for its impaired driving prevention
efforts. Specifically, from this research, the Summit Prevention Alliance developed a social norms campaign to educate Summit County adults about prevailing behaviors and attitudes around
drinking and driving. This advertisement and campaign slogan image was developed as a direct result of Corona’s findings.
Page 9 OTHER RELEVANT CORONA EXPERIENCE In addition to the detailed case studies we provided above, below we provide short summaries of other highly relevant project experience. Not
only do the projects below involve surveys, but several involved surveys that were ultimately intended to inform economic impact issues, including impacts (or potential impacts) on smaller
mountain communities. We can provide many more examples upon request. Coors Promotional Campaign Tracking Surveys (Currently in progress) – Corona Insights was retained by the Integer
Group to conduct a tracking survey for a yearlong community involvement and promotional campaign being conducted on behalf of Coors. For the project, Corona conducted a baseline intercept
survey of 270 residents of selected mountain communities in Colorado prior to the implementation of the campaign. Given that the promotional campaign just concluded, Corona is now conducting
a follow up tracking survey via in-person intercept method of 270 residents in order to evaluate the overall effects on targeted residents’ opinions regarding Coors. The baseline survey
was designed in order to assess precampaign levels of awareness and attitudes regarding Coors. Colorado State Parks Marketing Assessment Study – Corona Research (now Corona Insights)
was retained by The State of Colorado Department of Natural Resources to conduct a comprehensive study of their state parks system. The goal of this year-long research project was to
identify the State Parks’ position in the outdoor recreation marketplace, and to provide information for the future direction of the State’s Parks by identifying the facilities, services
and programs valued by citizens of the state and park visitors. Corona conducted an extensive statewide telephone survey of both State Parks visitors and non-visitors (over 1,900 completed
telephone surveys). Additionally, Corona collected over 10,000 intercept surveys at 42 Colorado State Park Sites throughout 2008-2009. Corona also conducted 10 focus groups with Colorado
State Park Users and Non-users in five distinct locations throughout Colorado. Corona synthesized all of the final data collected throughout the study to develop final recommendations
on potential future market opportunities and threats to Colorado State Parks and also conducted a detailed analysis of the local economic impacts of park visitation. Summit County Health
Needs Assessment – Corona Research was retained by the Summit Prevention Alliance to provide a community health needs assessment for Summit County, CO. In order to complete a full assessment
of health in Summit County, Corona performed a diverse mixture of quantitative and qualitative research tasks to capture the current and future health needs of Summit County residents.
As part of this overall process, surveys were collected using two distinct survey methods. A telephone survey was conducted, and randomized intercept surveys were also used to collect
data for this public survey report. The intercept surveys were specifically geared towards obtaining data from Hispanic Summit County Residents. All intercept surveys were administered
by a Summit Prevention Alliance employee, and surveys were available in both English and Spanish. Town of Hayden (CO) Tournament Sports Complex Economic Impact Study -The goals of this
study included the following: 1) Determine the economic impacts that a new facility in Hayden would have on the local community, as well as the nearby communities of Craig and Steamboat
Springs; 2) Determine the fiscal impacts that a new facility would have on local governments, including the three municipalities above and Routt and Moffat Counties; 3) Develop a general
assessment of the qualitative impacts that a new facility would have on the local community; and 4) Develop an easy-to-use predictive model that could examine these impacts under a variety
of scenarios. In order to reach these goals, a variety of tasks were necessary. First, Corona conducted a review of secondary research that was already available to determine what what
additional information was needed to effectively complete the research. Next, Corona conducted surveys of baseball and softball coaches that had
Page 10 come to the area for previous Triple Crown tournaments, case studies of similar facilities from around the United States, and interviews with members of the local community and
government. The case studies and local interviews were then used to better understand the qualitative impacts that a new facility would have on the local community. In addition, all
of the information gathered for the project was then used then used to develop a model of the fiscal and economic impacts that a new facility would have on the community. Space Foundation
– Intercept Surveys at National Space Symposium and Strategic Space Symposium (2 separate engagements) -The Space Foundation retained Corona Insights in late March, 2009, to conduct
a two-pronged research project related to customer satisfaction with its keystone event, the National Space Symposium. While the event has always seemed successful to its organizers,
the Space Foundation wanted to hear directly from its customers in order to ensure their satisfaction. satisfaction. The initial phase of the project involved the administration of on-site
intercept surveys at the conference location in Colorado Springs. After a data collection process was designed so that survey responses would most accurately represent attendee opinions,
Corona staff remained on-site throughout the multi-day event, ultimately gathering opinions from 161 symposium attendees. Responses were collected verbally. Corona staff simultaneously
entered this information into hand-held data collection tools which allowed for data entry onthe-spot. Using the responses, Corona analysts measured satisfaction on a number of components,
as well as participants’ purposes for attending, so that the Space Foundation was provided with actionable survey results. These surveys were supplemented by 25 in-depth interviews conducted
via telephone post-symposium, with key partners and stakeholders selected by the Space Foundation. Participants were individuals who had participated as exhibitors, sponsors, or other
had involvement beyond a typical attendee. These interviews allowed Corona analysts to further explore survey responses, customer satisfaction, and areas for potential improvement. Corona
was again retained by the Space Foundation in late October, 2009, in order to research another event which they co-organized, the Strategic Space Symposium. This project included on-site
surveys which took place during the event in Omaha, Nebraska. Two on-site staff members collected responses from 134 attendees over a two-day period. For this event, reasons for attending
and preferred methods for communication were important topics. Corona analysts were able to use responses to assist the Foundation determine the best approach to future, similar events.
Arapahoe Library Intercept Surveys – Corona was retained twice in 2007 by the Arapaho Library District to conduct two different research projects utilizing intercept surveys. Corona
was first hired by the Arapahoe Library District to assess issues surrounding its planned move of the Glendale branch library to a new site outside of the city. In order to better understand
the community's concerns, Corona conducted an intercept survey of library patrons (in three languages: English, Russian, and Spanish), as well as a mail survey of every household in
the City of Glendale. Corona was then subsequently retained by the Arapahoe Library District to conduct exit intercept surveys of library patrons to learn their satisfaction with current
library features, and opinions and preferences towards library service models. All surveys were conducted onsite at different libraries within the Arapahoe Library District. Children’s
Museum of Denver Intercept Surveys – Corona Research was retained by the Children's Museum of Denver to conduct market research in order to better understand perceptions of the Museum
by both current patrons and those who did not visit the Museum in order to improve communications and service offerings in the future. Corona used a variety of methods in order to achieve
these research goals including intercept surveys with Museum visitors. All intercept surveys were conducted on-site at the Children’s Museum by Corona Research staff. Corona Research
staff approached adult visitors to the Museum, introduced the survey to potential respondents face to face, and provided them a written survey
Page 11 instrument to complete. In order to encourage participation, respondents were also given a new U.S. “gold dollar” as an incentive to participate. Surveys were carried out according
to a sampling plan developed by Corona that was designed to gather surveys proportional to Museum traffic. Surveys were conducted all seven days of the week at three distinct times (morning,
afternoon, and evening). Natural Areas Observational and Intercept Surveys (Fort Collins, CO) -In April of 2006, Corona Research was retained by the City of Fort Collins (CO) Natural
Area Program to design and analyze an observational survey to determine the number of annual visits to natural areas owned and managed by the City of Fort Collins Natural Areas Program.
The purpose of the observational survey was to accurately estimate the total number of annual visits to Fort Collins Natural Areas, as well as developing estimates of certain activity
types. Additionally, Corona Research was subsequently retained by the City of Fort Collins to design and analyze an intercept survey of Natural Area visitors which examined visitors’
perceptions, recreational usage preferences and overall satisfaction towards the natural areas. A total of 196 intercept surveys were completed, and this represented a weak to moderate
one-time survey, and essentially helped capture a snap-shot of perceptions and behaviors in Fort Collins Natural Areas. To view the full written report of the project, click the following
link: http://www.ci.fort-collins.co.us/naturalareas/pdf/2006visitorsurvey.pdf County Fair Intercept Surveys – The Northeast Colorado Association of Local Governments, the East Central
Council of Local Governments, and DMJM+Harris retained Corona Research to conduct intercept surveys at county fairs in nine counties: Cheyenne, Elbert, Kit Carson, Lincoln, Logan, Phillips,
Sedgwick, Washington, and Yuma. The surveys were intended to evaluate the transportation options and needs in eastern and northeastern Colorado, which in turn would be used to assist
assist in transportation planning. County fairs were chosen as the survey venue because it was believed that the county fairs in this area tend to draw a representative sample of the
citizenry of the county. Corona Research professional staff attended each fair during its peak period, and solicited responses in exchange for a $1 honorarium.
Page 12 RESEARCH SCOPE AND METHODOLOGY It is our understanding that the Town of Vail desires to collect feedback from visitors to special events held in the town for the purpose of measuring
the economic contributions of specific events that receive public support. Specifically, we understand that the Town of Vail desires to contract with a partner firm that will provide
the following for each selected event: A number of completed surveys that will yield statistically valid findings for that event; An individual summary report of findings; and
A summary report comparing and contrasting findings from all events at which surveys are conducted. In this section, we first provide a discussion about statistical strength for a
given survey and what that means in terms of number of surveys needed for each Town of Vail event. Then, we discuss our team’s approach and methodology to successfully accomplish the
survey and to ultimately be able to provide the latter two deliverables above in a high quality fashion. HOW MANY SURVEYS DO I NEED FOR MY PROJECT? The table below provides a simplified
summary of varying sample sizes (i.e. how many surveys are collected) and the corresponding statistical strength, ability to examine subpopulations (such as differences customer segments,
age groups, gender, or just about any group with some defining characteristic), and the ability to examine changes if the survey is repeated in the future (such as with a tracking study).
Overall, the proposed project schedule and cost for a survey is directly dependent on the number of survey responses that are collected. In choosing the correct target number of survey
responses, it is important to consider how the number of responses affects the statistical validity of findings. Below is a brief discussion of sample numbers of surveys completed along
with corresponding statistical validity. Completed Surveys Statistical Strength of a One-Time Survey (Margin of Error) Ability to Examine Segments within the Population Ability to Repeat
Survey to Examine Changes 1,200 or more Very Strong (2.8 %) Very Strong Very Strong 800 to 1,100 Very Strong (3.5 -3.0%) Moderate Moderate 400 to 700 Strong (4.9 -3.7 %) Weak to Moderate
Weak to Moderate 250 to 300 Weak to Moderate (6.2 -5.7%) Weak Very Weak* 100 to 200 Weak (“capture the pulse”) None None* 30 Absolute Minimum None None
Page 13 * Unless changes are quite large (greater than 10 to 20 percentage points) Proposal Note: The above table is for any survey universe (or event size in this case) with a relatively
large population size (i.e. more than 10,000). Margin of error rates given are all for the 95 percent statistical confidence level. However, numbers of completed surveys for these margins
of error still do not change significantly, even for populations of 5,000 or greater. Thus, for most events considered for surveys for the Town of Vail, the numbers above, or close to
these, represent what will be needed. Approximately 400 completed surveys (384 to be precise) is a large enough response to assume that an entire population is reflected by the sample
responses. It’s your “take it to court,” statistically valid data. Specifically, when you have 384 complete responses you can be 95 percent confident that the true result is within five
percentage points (plus or minus) of the reported result. For example, if 45 percent of respondents answer “yes” to a question, you can be 95 percent confident that if you had asked
the same question to the entire population that between 40 and 50 percent would have also said “yes.” While statistically valid research is usually preferred, Corona knows that, for
various reasons (e.g. the cost is too high, etc), achieving enough completed surveys can sometimes be challenging. Corona has worked in with clients many times on surveys with smaller
sample sizes to provide them a good snapshot of target audience opinions. For example, a lower cost 270 respondent survey will gather enough information to provide solid directional
findings for a respondent population, but there is a greater chance that the results will not represent the entire population. Corona understands that even with a smaller sample, however,
that information provided is better than shooting in the dark with no information at all, and it still gives a good, confident feel of the general “answer”. While the above discussion
may be a little oversimplified, it hopefully provides a general concept of sampling. Rest assured, Corona specializes in proper survey methodology and we work with each client on each
project to make sure the proper sample size is collected to achieve your results.
Page 14 SCOPE – INTERCEPT SURVEY The following is a general scope outlining the research approach to conduct intercept surveys at a selected number of Town of Vail events in this engagement.
Research mode: In-person, intercept surveys Respondent Audience: Event attendees Qualifications: TBD, although we expect that the vast majority of attendees will be eligible to participate
Participant incentive: Prize drawing or other incentives valued at approximately $200 per event is recommended Survey length: Approximately 7 minutes Number of completed surveys: Most
likely between 350 and 384 per event (smaller events may be a “get as many as possible” scenario) No. of events: 10 or 20 is quoted, although we can do any final number of surveys Estimated
pricing to accomplish the scope proposed above is provided in a later section of this proposal. Meanwhile, a more detailed methodology is discussed below.
Page 15 DETAILED METHODOLOGY – INTERCEPT SURVEY Upon reviewing your needs as stated in the RFP, and considering our own experience conducting intercept surveys, we envision utilizing
the following steps to complete this project. 1) Conduct project initiation meeting 2) Develop the survey instrument 3) Develop a sampling plan 4) Execute the survey 5) Data entry 6)
Analyze the surveys 7) Prepare a report of findings 8) Present findings (optional) Each of the following steps listed above is described in further detail below: Step 1. Conduct project
initiation meeting. Corona’s standard practice is to meet with you prior to initiating work, to ensure agreement on the goals, approach, and work plan of the research. Leo Lewis and
Scott Saunders of Corona Insights will meet with the project coordinator via teleconference immediately upon contract award to resolve the following issues: Review and finalize each
step of the project methodology, to ensure that the Corona team and the client are in agreement on our approach. Define a reporting and contact protocol. Confirm the project’s
schedule for completion, and the intermediate milestones necessary to meet that schedule. Agree on the format and structure of the collected data for transfer to the client. Resolve
any remaining contractual issues. Step 2. Finalize the survey instrument. After step 1, Corona will engage collaboratively with the Town of Vail to discuss the current intercept survey
template (shown in the RFP) and make sure that this core instrument will effectively address the needs of the Town. In addition, we will assist in making sure that all questions are
carefully and objectively designed, non-leading, clear, and technically concise. Based on our initial review, it is our initial understanding that survey questions will be mostly focused
on issues related to consumer choices about travel, lodging, dining, shopping and local activities. Event-specific questions will also be asked as well as demographic questions.
Page 16 Proposal Note: An effective intercept survey should not take very long to complete. Therefore, we propose to keep the survey at or less than 7 minutes in total length. The longer
an intercept survey continues, the more people will "drop out" and not fully answer all the questions, which can impact the results. Step 3. Develop Sampling Plan. When conducting intercept
surveys, it is important to collect surveys in a way that will yield results that will be representative of the entire study population. As previously described, Corona will create a
detailed sampling plan which ensures that surveys are collected proportionally throughout an event and at a diverse mixture of locations at the event. Ultimately, by ensuring that sampling
is conducted in as random a manner as possible, findings will be reliable. Otherwise, for example, a sample of respondents taken only on a weekend versus a weekday may yield different
findings and show significantly different demographic characteristics. Similarly, a sample of respondents taken only near the food and shops at an event may show different results from
a sample who are watching or participating in the event itself. Thus, a detailed sampling plan is a key to be sure of capturing a representative sample of attendees. Step 4. Execute
the survey. Understandably, survey execution is one of the most critical components associated with conducting intercept surveys. Proper collection of the survey data helps mitigate
potential survey errors and ensures the overall statistical validity and reliability of the final survey data. Because this is such a critical component of the project, Corona utilizes
the following techniques for conducting intercept surveys: Full-time Corona Staff collect the survey data. Unlike a number of research firms that use temp workers or graduate students,
Corona collects intercept survey data by using our own fulltime project support staff for these types of projects. This helps ensure that all of our project specific staff are sufficiently
knowledgeable about project goals, data collection standards and have a proven track record of collecting statistically reliable data for our clients. Corona Staff are specifically
trained to collect data for your project. For this specific project, it will be important for our data collection team to blend in to the venue that we will be collecting data at. Therefore,
each intercept surveyor will be trained on how to approach potential survey participants, how to subtly assess whether potential respondents’ are eligible to take the survey, and to
knowledgeably answer questions they might receive from participants. All of Corona’s project support staff are good conversationalists, thorough in their research approaches and good
at building rapport with potential participants. o Our support staff understands that it is of the utmost importance to collecting surveys in a manner that is unobtrusive on the event.
This is important in this specific project, as each event desires to attract attendees that have a successful experience and associate this with the Town of Vail. Collecting data in
an unobtrusive manner will assist with this. We offer an incentive to participants to encourage survey participation. For this study, we have propose an incentive in the form of a
prize drawing for participants. We offer incentives to survey participants for three main reasons. First, utilizing incentives in intercept survey collection generally helps to boost
overall response rates for the survey and this helps keep overall project costs down. Second, offering incentives to potential survey participants can often help gain insight from individuals
who otherwise might not have participated in the study. And finally, incentives are seen by participants as a token of our appreciation for having taken their time to help us with the
research. This promotes general goodwill for our clients and for the process as a whole. It is our hope that event sponsors or organizers may be able to contribute to the
Page 17 incentives that are offered so that response from across a wide variety of participants will be assisted. It is our general assumption that our intercept survey collection team
for this engagement will likely use a “guerilla” intercept sampling approach and will not adhere to a strict stratified sampling method that would require quotas for numbers of surveys
by time of day and specific event location. While our team will still adhere to a standard, formal sampling plan and methodology for each event that takes into account various times
and locations, and gathering a random sample, it will be implemented within parameters that are not as rigid. This will allow for data to be gathered in the most cost-effective and efficient
manner for this engagement. Proposal Note: Corona has successfully collected intercept surveys with locals in mountain communities in Summit County in two previous studies in which we
successfully utilized a similar “guerilla” sampling approach. Step 5. Data Entry. Corona’s skilled project support team will enter the data from the completed paper surveys into electronic
format for analysis. For this project, the project support staff that will be collecting the intercept surveys will be the same staff which enters the data. Step 6. Analyze the surveys.
Corona is well versed in survey analysis tools, and we will use those to prepare tabulations and, if desired by the client, cross-tabulations of the data. We have strong analytical backgrounds,
which enable us to see patterns in the data and conduct follow-up analyses to confirm or refute those observations. Step 7. Prepare a report of findings. Corona will prepare a reader-friendly
report that uses concise text and easy to read graphics to illustrate study findings and conclusions will be provided in Microsoft Word document format. The report will also include
discussion and analysis of survey tool used, results of all questions, number of respondents, and the frequency distributions of responses and cross tabulations. Proposal Note: Corona
will create a memo-style report of key findings for each event as well as a master report that summarizes findings from all events and allows for comparison and contrasting of responses
to each question. Our reports typically detail each question with a short description and graphic (i.e. table, chart, or graph), and therefore are more reader-friendly than mere downloads
of tabulation files. Examples of typical surveys that we've completed can be seen on the Internet. These are public surveys that are available on the web, so we can share them without
violating our confidentiality pledge to our clients. http://www.co.summit.co.us/Public_Health/PublicHealthNeedsAssessment07_full.pdf -This is the full report of the Health Needs Assessment
we performed for Summit County in 2006/2007. http://www.ci.fort-collins.co.us/naturalareas/pdf/2006visitor-survey.pdf -This is a report detailing observational and intercept surveys
completed for the City of Fort Collins Natural Areas. http://www.usafaclasses.org/documents/AOGMemberSurveyFinalReportPart1.pdf -This is a survey that we complete for the Association
of Graduates for the Air Force Academy in 2006 about their members’ needs and opinions, as well as usage of services. Step 8. Conduct an oral presentation (optional). After the completion
of the final report, we can be available to provide presentations of the findings to any identified audience or stakeholder group. We will charge to do so at our normal hourly rate.
Page 18 PROJECT TEAM The project team below will be responsible for all design, implementation (management), analysis and reporting duties for the intercept surveys conducted. Our team
can be expanded to include some of our other analytical staff depending upon the final scope of the work agreed upon. Leo Lewis, a Principal with Corona Insights, leads the firm’s market
research practice. During his tenure of more than seven years at Corona Insights, he has led dozens of projects of varying scope, scale and content while in the capacity of project manager
or lead analyst. His practice involves the use of primary research tools such as surveys, focus groups and in-depth interviews as well as other observational methods that involve direct
data gathering with respondents. Secondary research methods are employed in Leo’s practice as well. Some types of research projects that Leo has led for clients include brand awareness
and development, program evaluation, public opinion and attitudes, key person opinions, website design and usability, media/ad testing, message development or testing, brand awareness
and perception, concept or product testing, mystery shopping, customer or member satisfaction, and stakeholder or funder perceptions. Leo has worked with clients across public, private
and nonprofit sectors and within a variety of industries including healthcare, transportation, education, and housing, to name a few. Leo is currently leading a multi-state survey of
law school alumni and current attorneys for a major Colorado law school. The project goal is to examine trends in the legal market and to specifically assess the preparedness of law
graduates for the current law environment. Leo is also currently managing a survey of the ecological scientist community for the National Ecological Observatory Network (NEON) aimed
at assessing communication preferences for a nation-wide climate change network. Leo holds a Master of Business Administration (MBA) from The University of Texas at Austin and a bachelor’s
degree in finance from Texas Tech University. Leo’s Role: Leo will serve as the primary contact and the project manager for the project. He will oversee all research design, implementation,
analysis and reporting and ensure that our team produces reliable answers to the research questions we set out to address.
Page 19 Scott Saunders serves as a Senior Analyst at Corona Insights. Scott has conducted a diverse array of quantitative research projects. Scott has considerable experience developing,
analyzing and reporting on public opinion, advertising tracking and needs assessment related projects. Scott has been the lead analyst on numerous survey projects at Corona, and one
of his niche specialties has included conducting tracking surveys which assess either marketing campaign or media campaign effectiveness. Most recently, Scott has been the lead analyst
on the Minnesota seat belt and DUI media campaign tracking survey, in addition to leading the field work, design and analysis of the current tracking survey Corona is conducting with
the Integer Group/Coors which is assessing the effectiveness of a large marketing campaign by conducting intercept surveys in targeted Colorado mountain communities. Scott also just
recently finished leading the fieldwork on a large statewide marketing assessment study for Colorado State Parks, where he worked with park staff on developing, implementing and managing
a large intercept survey which took place at all 42 state parks. Other recent projects include a Park Master Plan Project for the City of Billings, where the City is interested in better
understanding residents’ current usage, satisfaction levels and perceived future needs of a large community park. Scott is recently concluded working on a statewide cost of living study
which evaluates living costs within each of Colorado’s 178 different school districts. Prior to joining Corona Insights, Scott was a Research Associate for the Parks, Recreation and
Tourism Management Department at Clemson University, where he researched how governmental funds were allocated to different Recreation Departments throughout South Carolina. As a Graduate
Assistant at Clemson University, Scott performed a recreational needs assessment, coordinated and assisted a number of focus groups, and conducted and analyzed a survey for the South
Carolina Recreation and Parks Association. Scott holds a Master of Science in Parks, Recreation and Tourism Management from Clemson University and a Bachelor of Business Administration
in Management from Texas A&M University. Scott’s Role: Scott will be the lead research analyst for the project and will be responsible for leading the survey design, implementation and
analysis for the project. Finally, Scott would be involved in the synthesis of all the individual event survey data and the comparative data across events.
Page 20 David Kennedy is a member of the Corona Insights team as a Senior Analyst. David’s specialties in research are with surveys and research design. Of particular interest to David
is branding and the value a well managed brand can bring to an organization. David recently managed Corona’s own rebranding from Corona Research to Corona Insights. David has worked
on numerous projects at Corona in his nearly four years with the firm. Projects have included evaluations for media campaigns, the brand perceptions of a craft brewer, and working with
a university on their marketing, specifically some short-term steps they could take while the larger research project was underway. Outside of normal work, David serves on the board
of AD2 Denver, a young professionals group of marketers and advertisers. Currently, he is co chairing the public service committee, leading an integrated campaign for a local nonprofit,
including research, branding, creative, and media. Prior to joining Corona Insights, David was a Research Assistant for the Department of Marketing at Colorado State University, where
he assisted with research in the areas of professional selling and sales management. Specifically, he worked on analyzing trends of past research and any outcomes, so future research
could focus on predicted trends and outcomes. David holds a Bachelor of Business Administration in Marketing from the University of Missouri-Columbia. David’s Role: David will assist
with survey design and analysis as needed throughout the project. Sheri Angello works as the Administrative Manager. She manages the Logistics and Administrative team for Corona Insights.
Project logistics includes such tasks as intercept survey execution, data entry, focus group recruiting, and mailings. The administrative side encompasses human resources and finance.
She leads a team of four full-time employees. Before joining Corona Insights, Sheri spent more than 15 years working in municipal government. She has a diverse background in administration,
project management, and communications. Sheri earned her bachelor’s degree in business management from National American University and is a graduate of the 2003 Rocky Mountain Leadership
program. Sheri’s Role: Sheri will manage and oversee the logistics effort that will include having trained Corona intercept surveyors at each event according to the schedule and sampling
plan that is developed in conjunction with the Town of Vail.
Page 21 ESTIMATED PRICING The RFP requested estimates for two scenarios. Based on the budget table below of cost for a statistically valid intercept survey at one event, then costs for
each of the scenarios is as follows: Scenario 1 (20 events) Pricing: $97,090 [$5,110 x 20 events less 5% discount] Scenario 2 (10 events) Pricing: $50,075 [$5,110 x 10 events less 2%
discount] PRICING PER ONE EVENT Cost by Task Tasks Finalize Survey Design $350 Sampling Plan and Execution $3,010 Data Entry $1,000 Analysis and Reporting $750 Total $5,110 Notes to
above budget: Pricing in the table above is for one event. Pricing assumes 350-384 total surveys will be collected for each event (assumes events attended are 5,000 or more attendees)
for statistically valid results. For events with less than 5,000 attendees, fewer completed surveys may be required, and thus, execution costs may decrease. Pricing assumes reporting
is provided for this individual event as well as a master report with comparisons across all events. Pricing assumes incentives in the amount of $200 per event (prize drawing), although
it is our hope that individual event sponsors or organizers may be able to contribute to increase the incentives for participants to take the survey. Pricing for analysis and reporting
assumes the survey is predominantly closed-ended questions such as those shown on the survey template in the RFP. Pricing assumes the survey will be 7 minutes in duration, as this
will be the maximum total length desired to obtain a strong response rate for the survey. Pricing assumes surveys are conducted at a minimum of 10 events. Corona will print surveys
for hard-copy use and will also have handheld electronic devices to gather data. Cost savings may be realized if a lesser amount of completed surveys is collected, and if a lower
margin of error will be accepted. Pricing assumes our surveying team is at an event for 2 ½ to 3 days continuously. If more than one trip is required, then nominal mileage and travel
costs will apply.