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HomeMy WebLinkAbout2010 TMG Spectator Survey Final Report Vail Valley FoundationTeva Mountain Games Survey ResultsJune 2010Prepared for:Vail Valley FoundationPrepared by:Intercept Insight, LLCPO Box 2078Avon, CO 81620970.331.1086www.interceptinsight.com Table of ContentsTable of ContentsObjectives…………………………………………………………………………………………………………………………………………………………………………….1Methodology………………………………………………………………………………………………………………………………………………………………………2OverviewandSu mmary……………………………………………………………………………………………………………………………………………………3Highlights……………………………………………………………………………………………………………………………………………………………………………..4DetailedFindingsSampleSet………………………………………………………………………………………… …………………………………………………………….6Attendance………………………………………………………………………………………………………………………………………………………7IntenttoReturn………………………………………………………………………………………………………………………………………….......9Recommendation(NetPromoterScore) ………………………………………………………………………………………………………..10AttributeSatisfaction……………………………………………………………………………………………………………………………………..12FavoriteEvent………………………………………………………………………………………………………………………………………………..13OneChange… …………………………………………………………………………………………………………………………………………………14Media/Awareness………………………………………………………………………………………………………………………………………….15SpendingHabits……………………………………………………………………………………………………………………………………………..17A ccommodations……………………………………………………………………………………………………………………………………………18Competitors……………………………………………………………………………………………………………………………………………………19GeographicalData………………………………………………………………………………………………………………………… ……………….21DemographicalData…………………………………………………………………………………………………………………………………......24Observations……………………………………………………………………………………………………………………………………………………………………..28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Vail Valley Foundation invested in a third party research company, Intercept Insight, LLC, to conduct intercept surveys during the Teva Mountain Games to help quantify decisions and increase performance related to the Games. With this insight, the VVF will be able to evaluate the economic contributions of the event, develop objectives to increase the overall performance, market effectively, and provide sponsors with valuable data regarding the event. The Vail Valley Foundation identified several objectives for this study. Objectives:Collect demographical and geographical data to identify who is attending the eventEstimate attendanceEstimate the economic impact (revenue generation/sales tax generation) on the Town of Vail, COSatisfaction with event attributes and identify the attributes that impact the Overall SatisfactionUnderstand media effectiveness/awareness to help drive marketing dollarsIntent to return to the Teva Mountain GamesQuantify recommendationsIdentify strengths Identify weaknessesweaknessesIdentify spending habitsObjectives1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Vail Valley Foundation and Intercept Insight designed a core set of questions intended to meet the objectives of the study, including some event specific questions. Once the survey was approved the questions were programmed into a survey design tool and then uploaded on handheld devices (PDA’s). The surveys were then conducted in-person using the handheld devices to collect the data.In-person intercepts were conducted primarily Friday, Saturday, and Sunday (June 4,5, 6, 2010) throughout the Town of Vail, CO. Three surveyors were hired and trained to conduct the intercepts in a way so that a random representative sample of the population was being collected each day. Those surveyed must have been 18 years of age or older. A sample plan was designed, and a daily quota was met to ensure statistical validity when the data is analyzed and reported on. Once the daily quotas were met, the data was then downloaded using a statistical software and prepared for analysis.Methodology2INTERCEPT INSIGHT, LLC | PO Box Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 It is important to remember that this is a tool for gathering event attendees’ opinions and feedback. Many of the results are presented in terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the statistics. Note that the margin of error is different for every single question response on the survey depending on the samplesizes, proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the data rather than on the individual percentages.The VVF engaged Intercept Insight, LLC for research services/in-person intercepts during the 2010 Teva Mountain Games. The services included strategy and execution, survey development, programming, analysis, reporting, and staffing. Three surveyors using handheld data collection tools (PDA’s) conducted in-person intercepts primarily on June 4th, 5th and 6th, 2010, throughout the various venues within Vail, CO. 364 surveys were conducted over the course of the event, which provides a 5.1% margin of error at a 95% confidence intervalwith the data collected.This level of confidence in the data allowed Intercept Insight to estimate the attendance of the Teva Mountain Games. Using thetotal number of Teva t-shirts given away each day, and data from specific survey questions, the total estimated attendance of the Teva Mountains is 35,037 with a +/-10% margin for error. This total does not include attendance of the concerts as no surveys were conducted during that time. Using the estimated attendance and specific survey questions regarding accommodations, spending habits, and percentage of those whocame to Vail, CO specifically for the Teva Mountain Games, an estimated economic impact on the Town of Vail, CO was calculated. The Teva Mountain Games was responsible for generating approximately $3.7M, with a +/-10% margin for error, within the Town of Vail, CO . This equates to approximately $147K, with a +/-10% margin for error, in sales tax revenue (figured at 4% of total revenue generated) for the Town of Vail, CO.Overall Satisfaction with the Teva Mountain Games was extremely high with a mean satisfaction rating of 4.66 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely Satisfied. The likelihood for the attendees to recommend the Teva Mountain Games was also very positive with a Net Promoter Score of 73. “Word of mouth” was the second most selected option behind “Newspaper” when asked “How did you hear about the Teva Mountain Games?” The Net Promoter score reflects the popularity of the “word-of-mouth” recommendation of this event.Locals made up 47% of the attendance, while 48% of the attendees were overnight guests, and 80% of the total attendance wasfrom Colorado. 82% that were staying in paid lodging were staying in Vail, CO, and the average number of nights stayed for overnightguests was 3.89. The mean age of the attendees was 39.8, with 54% and 46% being male and and female respectively. 57% attended with friends and family, while 19% claimed to be by themselves.Overview and Summary3INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Total complete surveys –364Sample size provides statistical validity with an error level of 5.1% at a 95% confidence intervalEstimated attendance –35,037 (+/-10% error level should be considered) Note: does not include concert attendancesEstimated revenue generated to the Town of Vail -$3,667,017 (+/-10% error level should be considered)Estimated sales tax revenues -$146,681 (+/-10% error level should be considered)Net Promoter Score –73Overall Satisfaction –4.66 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)90% of the attendees came to Vail, CO specifically for the Teva Mountain Games63% of the attendees had attended the Teva Mountain Games in the pastAverage number of days attended –2.43Favorite events –Kayaking/Water events, Dock Dogs, and ClimbingOne Change –More Events/Activities, Parking, and Additional Bleachers/Stands“Newspapers” and “Word-of-mouth” were selected most when asked, “How did you hear about the Teva Mountain Games?”82% of the attendees staying in paid lodging were staying in Vail, COAverage HH spend in lodging in Vail, CO -$448Average total HH spend of those lodging in Vail, CO -$920Average nights stayed –3.89Average group size of those lodging in Vail, CO –4.66Average age –39.8Highlights4INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Detailed Findings 0384349036122013273908830729276000008961021271290204060801001201406/03/20106/04/20106/05/20106/06/2010Survey CountSurvey Count by LocationMountain PlazaInternational BridgeCovered BridgeGore Creek DriveGolden PeakHomestake CreekMeadow DriveDaily TotalSummary of SampleMinimal surveys were conducted on Thursday, June 3rd. The few that were conducted were for training/testing purposes. No changes were made to the questionnaire, so those samples are included within the full sample set.The sample set reflects the main areas for viewing the competitions; Mountain Plaza, International Bridge, Covered Bridge, and Golden Peak.6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 90%10%Reason for coming to Vail, CO during the Teva Mountain GamesI came to Vail because of Teva Mountain GamesHeard about Teva Mountain Games after I arrivedN = 36432%68%Prior attendance of those who came to Vail because of the Teva Mountain GamesHave not attended in the pastHave attended in the pastN = 328Reason for Visitingto Vail, CO90% of the sample set came to Vail, CO specifically for the Teva Mountain Games.32% of those who came to Vail, CO specifically for the Teva Mountain Games were new attendees to the Games.7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%20%40%60%80%100%No, have not attended in the past1 year2 years3 years4 years5+ years37%8%12%13%10%20%Have you attended the Teva Mountain Games in previous years, if yes how many? (Not including this year)20% LocalsN = 3640%20%40%60%80%100%Not at all likely1%Not very likely1%Somewhat likely24%Very likely29%Extremely likely44%Likelihood to return to the Teva Mountain Games of those who have not attended in the past. N = 135Prior Attendance63% had attended the Teva Mountain Games in the past.20% of those who had not attended in prior years were locals.Of the 37% that had not attended in the past, 73% are “Very likely” or Extreme likely” to return to the Teva Mountain Games in the future.8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%10%20%30%40%50%60%70%80%90%100%Not at all likelyNot very likelySomewhat likelyVery likelyExtremely likely0.3%0.8%12.6%29.1%57.1%Likelihood to return to the Teva Mountain GamesN = 364Intentto Return86.2% are “Very likely” or “Extremely likely” to return to the Teva Mountain Games.45.8% of those “Very likely” or “Extremely likely” to return to the Teva Mountain Games were overnight visitors to Vail, CO.9INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%10%20%30%40%50%60%70%012345678910Likelihood to RecommendNet Promoter ScorePassiveSupporters -23%Detractors -2%Promoters -75%Net Promoter Score = 73N =364RecommendationThe Net Promoter Score is calculated via the following question: “On a scale of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Teva Mountain Games to a friend or family member?Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive Supporters”, and those who rate ‘0’ to ‘6’ are called detractors.The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the percentage of Promoters.10INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Hierarchy of Customer Satisfaction NeedsBasic Requirements MetPromised Requirements MetSatisfactionScores from4.5 –5.0Attractive Surprises MetSatisfaction Scores from 1.0 –3.4Satisfaction Scores from 3.5 –4.4The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfaction can be measured along a continuum and can be broken out into three major points:•Discontentment –customers needs are simply not being met.•Merely Satisfied –meeting customers needs, but not doing enough to distinguish among competition.•Delighted –meeting and exceeding the customers needs and expectationsTerry Keiningham and Terry Varva, 2001,The Customer Delight Principle, Google Book Search, viewed 6/23/2008, http://books.google.com/books?id=ot8oD9B2Ck8C&dq=customer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_result&resnum=1&ct=result11 95%98%89%83%81%77%46%4.664.864.504.324.314.133.341.001.502.002.503.003.504.004.505.000%20%40%60%80%100%Overall SatisfactionFriendliness of staff/volunteersDiversity of kid/family friendly activitiesScheduling of the event/activitiesAvailability of food and beverageAbility to view the athletic competitionsParkingTeva Mountain Games -Event Attribute RatingsPercentage who rated a '4' or '5'Mean RatingAttribute SatisfactionEach person surveyed was asked to rate their satisfaction level with several attributes of the Teva Mountain Games on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. This graph displays the percentage of those who rated a ‘4’ or ‘5’, as well as the mean satisfaction rating of each attribute.According to the Hierarchy of Customer Satisfaction Needs, the VVF has “Delighted” the guests of the Teva Mountain Games in Overall Satisfaction, Friendliness of the staff/volunteers, and in the Diversity of the kid/family friendly activities.The guests are “Merely Satisfied” with the Scheduling of the events, the Availability of the F&B, and the Ability to view thecompetitions. The guests are “Discontented” with Parking.The Friendliness of the staff/volunteers, the Availability of F&B, and the Scheduling of the events mean ratings have the highest correlation with the Overall Satisfaction rating, with the Friendliness of the staff/volunteers being the most impactful. Increasing or decreasing the mean rating of the Friendliness of the staff/volunteers attribute is likely to increaseor decrease the mean rating of the Overall Satisfaction. 12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 34%24%16%14%5%3%2%1%What is your favorite event of Teva Mountain Games?Kayaking/Water EventsDock DogsClimbingMountain Biking EventsRunning EventsRoad CyclingFly FishingOtherFavorite EventThe attendees were asked if they had a favorite event during the Teva Mountain Games. Many provided multiple events. The top three favorite events are categorized as Kayaking/water events, Dock Dogs, and Climbing.13INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 48%9%7%6%6%6%5%3%2%2%2%2%1%Is there anything you want to change about the Teva Mountain Games?NothingMore Events/ActivitiesParkingAdd Bleachers/StandsOtherAdditional F&BCommunicationTimeliness of EventsWebsiteLocationShadingMusicMore SwagOne ChangeThe attendees were asked if there was anything they would change about the Teva Mountain Games. 48% (171) said there was Nothing they would change. More Events/Activities, Parking, and the Addition of Bleachers/Stands were the top three categories mentioned, with Additional Food and Beverage a close fourth.14INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%10%20%30%40%50%60%70%80%90%100%48%8%8%9%19%12%43%5%1%2%7%2%How did you hear about the Teva Mountain Games this year? (multiple response)MediaWhen asked, “How did you hear about the Teva Mountain Games this year?”, the newspaper, and from a friend or family member options were mentioned the most. The table represents only the non-local market segment. Most non-local attendees heard about the Teva Mountain Games from a friend or family member, the website, and the newspaper.Non-local Market Segment** The Non-local Market Segment is defined as anyone living outside of Eagle and Summit County, Colorado Multiple Response (N=266)Newspaper20%Email6%Radio2%Poster7%tevamountaingames.com20%Television8%From a friend or family member55%Facebook4%Twitter1% Website Banner Ad1%Magazine Ad10%Concierge4%15INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%20%40%60%80%100%Yes -the Vail Valley FoundationNo50.3%49.7%Do you know who the event producer of the Teva Mountain Games is this year? N = 181N = 183Vail Valley Foundation Awareness16INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0$100$200$300$400$500Accommodation SpendDining/Drinks SpendRetail SpendActivities Spend$447.97 $168.63 $71.19 $15.43 Average Household Spending Habits Onlythose who were staying in Vail, CO (N=79)Onlythose who came to Vail specifically for the Teva Mountain Games(N=328)$0$100$200$300$400$500Accommodation SpendDining/Drinks SpendRetail SpendActivities Spend$447.97 $318.67 $138.73 $14.62 Average Household Spending Habits of those Staying in Vail, CON = 79Total averagespend per household of those staying in Vail -$920Spending Habits17INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%20%40%60%80%100%Paid LodgingFriends/Family2nd HomeTimesharePrimary ResidenceOther29%9%5%5%49%3%What type of accommodations are you using this trip?N = 36482.2% stayed in VailMostlycampingAccommodat ions18INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.108682% staying in Paid Lodging were staying in Vail, CO7.4% staying in Paid Lodging were staying in Summit County, CO3% were camping for the weekend near Vail, CO Competitors0%10%20%30%40%50%60%70%80%90%100%16%1%17%9%1%12%4%1%30%5%14%What events are you competing in this year?Outof the 82 competitors surveyed, 85 events were selected23% of the total sample set were competitors in at least one event.19INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Geographical Data 0%10%20%30%40%50%60%70%80%90%100%LocalIn-State DayIn-State OvernightOut-of-StateInternational47%4%28%20%2%Market SegmentN = 364Eagle or Summit County ResidentsGeographics21INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%10%20%30%40%50%60%70%80%90%100%AlaskaArizonaArkansasCaliforniaColoradoFloridaIdahoIllinoisIndianaKansasLouisianaMarylandMichiganMissouriNebraskaNevadaNew HampshireNew JerseyNew MexicoNew YorkOhioOklahomaOregonPennsylvaniaSouth CarolinaTenneseeTexasUtahVermontWashingtonWest VirginiaWisconsin0.3%0.8%0.3%1.7%80.2%0.6%0.8%0.6%1.1%1.1%0.3%0.3%0.8%0.3%0.8%0.6%0.8%0.3%0.6%0.3%0.3%0.3%0.3%0. 3%0.3%0.3%2.0%1.4%0.8%1.1%0.3%0.3%Origin –State/CountryN = 358International Origins:Australia = 1Canada = 3Czech Republic = 1Honduras = 1Geographics22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Demographical Data 0%20%40%60%80%100%SelfSpouse or significant otherFriends OnlyFamily (including children)Family (not including children)ConferenceGroup19%20%26%27%4%1%4%Who are you here with?N = 362Demographics24INTE RCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.10860%20%40%60%80%100%a) Studentb) $0 -$24,999c) $25,000 -$54,999d) $55,000 -$74.999e) $75,000 -$$99,999f) $100,000 -$199,999g) $200,000 -$499,999h) $500,000+8%6%21%18%16%24%5%3%Which letter best describes your household income?N = 340 0%20%40%60%80%100%18 -2021 -2425 -3435 -4445 -5455 -6465+2%6%33%26%18%11%4%Age CategoriesN = 364Mean Age -39.80%20%40%60%80%100%1 -23 -56 -78 -1011 -1415+42%38%11%5%1%2%Nights Stayed CategoriesN = 179Mean #Nights Stayed-3.89Demographics25INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%10%20%30%40%50%60%70%80%90%100%a) Married w/kids living at homeb) Married w/kids not living at homec) Married w/o kidsd) Single w/kids living at homee) Single w/kids not living at homef) Single w/o children27%12%15%4%2%41%Which letter best describes your family status?N = 36365% areIn-state Overnight and Out-of-State guests62% LocalsDemographics26INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.108654%46%GenderMaleFemaleN = 364 Observations Below are a few observations regarding the 2010 Teva Mountain Games. These comments include surveyor observations over the course of the event, and suggestions based on the data collected to help increase the overall performance of the event. These observations are not intended to take the place of other forms of data collection during the event, nor the place of other forms of input and/or disclosure.Intercept Insight only collected a significant amount of data during three days of the four day event, and no surveys were conducted during the concerts. In order to capture a truer, more random representative sample from the total population during the Teva Mountain Games, in-person intercepts should be conducted across all four days of the event. In order to better estimate attendance, and how impactful the concerts are to the overall attendance, questions regarding the concerts should be considered in the future.The overall performance of the 2010 Teva Mountain Games delighted the attendees, with a 4.66 mean satisfaction rating. The attendees rated two other attributes of the Teva Mountain games extremely high; the friendliness of the staff and volunteers and the diversity of the kid/family friendly activities. The friendliness of the staff/volunteers is the most impactful attribute to the overall satisfaction rating. The mean rating of this attribute was 4.86, and 98% rated a ‘4’ or ‘5’. Maintaining this level of service will ensure a positiveoverall experience with the Teva Mountain Games in the future. The second most impactful attribute to the overall satisfaction was the availability of food and beverage. With a mean rating of 4.31 (merely satisfying), and the fourth largest category of the “one change” question, there is room for improvement. Several comments were made to all surveyors regarding the lack of food and beverage, particularly in the GoldenPeak area. Increasing availability of F&B, specifically in key areas throughout the venue, is certain to improve the overall satisfaction of the attendees.Overall, the newspapers were the main source of awareness of the Teva Mountain Games, particularly with the local population.When broken down by market segment, newspapers were still a top source. Broken down by market segment, word-of-mouth became the top source of awareness of those from out-of-state and international. Nearly 55% of the out-of-state and international segments selected word-of-mouth as their source of awareness. The website and newspapers were just over 20% and 10% of the sample selected a magazine advertisement. Advertising in newspapers is a valuable source of awareness across all market segments. Increasing the overall satisfaction will help increase the Net promoter Score , and in-turn increase the percentage of positive “word-of-mouth” recommendations. Since the website, tevamoutaingames.com, was a solid source of awareness for the out-of-state and international segments, maintaining the performance of the site is critical. Several complaints were recorded across all surveyors regarding the availability and speed of the website.Observations28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 When asked if there is anything the attendees would change about the Teva Mountain Games, additional events/activities, parking, and additional stands were mentioned most. Many suggested more events in general, but several suggested including night events (w/lights). Others suggested expanding the events into Lionshead. Parking was rated the lowest in satisfaction, but was not significantly influential to the overall satisfaction of the event . However, it was second most mentioned when asked the “one change” question. Free parking was certainly a benefit, but reducing the length of walking can only improve the overall experience of the attendees. Bleachersand stands were suggested quite often throughout the event, primarily at the kayaking and climbing wall venues. With limited space near the International Bridge, it will be difficult to increase the amount of stands near that venue. Several mentioned adding large television screens which displays more of the kayaking events as well as some of the other less viewable events. Some suggested turning the climbing wall around to face the mountains to improve spectator viewing. Others suggested the addition of stands throughout the lawn within MountainPlaza.Observations29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight .com | 970.331.1086