HomeMy WebLinkAboutTMG Survey Results 2011Vail Valley Foundation
Teva Mountain Games Survey Results
June 2011
Prepared for:
Vail Valley Foundation
Prepared by:
Intercept Insight, LLC
PO Box 2078
Avon, CO 81620
970.331.1086
www.interceptinsight.com
Table of Contents
Table of Contents
Objectives ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.. 1
Methodology ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,. 2
Overview and Summary ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.. 3
Highlights ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,. 4
Detailed Findings
Sample Set ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 6
Spectator Details ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.. 8
Recommendation (Net Promoter Score) ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,. 12
Event Performance,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 14
Media/Awareness ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,. 19
Spending Habits ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.. 23
Attendance/Revenue Generation ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.. 26
Accommodations ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.. 28
Geographical Data ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,. 31
Demographical Data ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,. 33
Competitors ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 38
Observations ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 40
Comments ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.. 43
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This is the second year the Vail Valley Foundation has 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 is able to
evaluate year-over-year 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 revenue generation on the Town of Vail, CO
Satisfaction with event attributes and identify the attributes that impact the Overall Satisfaction
Understand media effectiveness/awareness
Intent to return to the Teva Mountain Games
Quantify recommendations
Identify strengths
Identify weaknesses
Identify spending habits
Objectives
1 INTERCEPT 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
uploadedAonAhandheldAdevicesA(PD ’s);AATheAsurveysAwereAthenAconductedAin-person using
the handheld devices to collect the data.
In-person intercepts were conducted on Thursday, Friday, Saturday, and Sunday (June 2,
3, 4, 5, 2011) throughout the event locations. 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.
Methodology
2 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
ItAisAimportantAtoArememberAthatAthisAisAaAtoolAforAgatheringAeventAattendees’AopinionsAandAfeedback;AAManyAofAtheAresultsAare 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 sample sizes,
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 2011 Teva Mountain Games. The services
included strategy and execution, survey development, programming, analysis, reporting, and staffing. Three surveyors using handheld data
collectionAtoolsA(PD ’s)AconductedAin-person intercepts primarily throughout the various venue locations within Vail, CO. 329 surveys were
conducted over the course of the event, which provides a 5.3% margin of error at a 95% confidence interval with the data collected.
The Town of Vail provided VVF with the total number of cars parked in the parking structures and along frontage road. Using the total car
count, and data from specific survey questions, the total estimated attendance of the Teva Mountains Games was 46,897 with a +/- 20%
margin for error. Using the estimated attendance and specific survey questions regarding accommodations, spending habits, and the
percentage of those who came to Vail, CO specifically for the Teva Mountain Games, an estimated revenue generation on the Town of Vail, CO
was calculated. The Teva Mountain Games was responsible for generating approximately $5.8M, with a +/- 20% margin for error, within the
Town of Vail, CO . This equates to approximately $234K, with a +/- 20% 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 4.73 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 again very
positiveAinA2011AwithAaANetAPromoterAScoreAofA70;AA“WordAofAmouth”AwasAtheAmostAselectedAoptionAwhenAaskedA“HowAdidAyouAhearAabout the
TevaAMountainAGames?”AATheANetAPromoterAscoreAreflectsAtheApopularityAofAtheA“word-of-mouth”ArecommendationAofAthisAevent;
Locals made up 49% of the attendance, while 45% of the attendees were overnight guests, and 77% of the total attendees was from Colorado.
90% of those staying in paid lodging stayed in Vail, CO, and the average number of nights stayed for overnight guests was 3.76. The mean age
of the attendees was 39, with 57% and 43% being male and female respectively. 64% attended with friends and family, while 12% claimed to
be by themselves.
Overview and Summary
3 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Total completed surveys – 329
Sample size provides statistical validity with an error rate of 5.3% at a 95% confidence interval
Estimated attendance – 46,897 (+/- 20% error level should be considered)
Estimated revenue generated to the Town of Vail - $5.8M (+/- 20% error level should be considered)
Net Promoter Score – 70
Overall Satisfaction – 4.73 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)
86% of the attendees came to Vail, CO specifically for the Teva Mountain Games
64% of the attendees had attended the Teva Mountain Games in the past
Average number of days attended – 2.22
Favorite event – Dock Dogs
One Change – Better viewing and seating
“Word-of-mouth”AandA“Newspapers”AwereAselectedAmostAwhenAasked…A“HowAdidAyouAhearAaboutAtheATevaAMountainAGames?”
90% of the attendees staying in paid lodging stayed in Vail, CO
83%AareA“Very”AorA“ExtremelyALikely”AtoAreturnAinAtheAfuture
71%AofAtheAfirstAtimeAvisitorsAareA“Very”AorA“ExtremelyALikely”AtoAreturnAinAtheAfuture
Average nights stayed – 3.76
Average group size of those lodging in Vail, CO – 3.87
Average age – 39
Estimated number of room nights generated by the TMG – 6,802
Estimated average nightly rate in Vail- $228
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Event Sample
Summary of Sample
This graph demonstrates the survey counts by location, by day. The 2011 total survey count was 329.
The sample set reflects the main areas for viewing the competitions; Mountain Plaza, International
Bridge, and Golden Peak.
6 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0
40 37 34
0 0
6
0 0
10 13
35
0 0
6
0 0 5 6
0 0
45
36
30 25
0 0 0 0 0
1
0
25
100 105
99
0
20
40
60
80
100
120
140
6/2/20116/3/20116/4/20116/5/2011
Survey Count
Survey Count by Location
Mountain Plaza
Checkpoint Charlie
International Bridge
Covered Bridge
Gore Creek Drive
Golden Peak
Homestake Creek
Meadow Drive
Total
Spectator Details
Reason for Visiting Vail, CO
Nearly 90% of the sample set come to Vail, CO
specifically for the Teva Mountain Games year over
year.
On average, over 65% of those who come to Vail,
CO specifically for the Teva Mountain Games are
returning attendees.
8 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
50%
100%
I came to Vail because
of Teva Mountain
Games
Heard about Teva
Mountain Games after I
arrived
90%
10%
86%
14%
Are you visiting Vail because of the TMG, or did you
hear about the event after you arrived?
20102011
2010 - n = 364
2011 - n = 329
0%
20%
40%
60%
80%
100%
First Time TMG AttendeesAttended TMG in the Past
32%
68%
36%
64%
Prior Attendance of Those Who Came to Vail for TMG
20102011
Prior Attendance
On average, 18% of the respondents have attend TMG for
more than 5 years.
In 2011, nearly 30% of those who had not attended in prior
years were locals.
OverA70%AAareA“VeryAlikely”AorAExtremeAlikely”AtoAreturnAAtoA
the Teva Mountain Games in the future YOY.
9 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
50%
100%
Not at all
likely
Not very
likely
Somewhat
likely
Very likelyExtremely
likely
1% 1%
24% 29%
44%
4% 5%
20%
32% 39%
Likelihood to Return to the TMG in Future (First
Time Visitors Only)
20102011
Over 70% of the TMG first time
visitors are likely to return
0%
50%
100%
No, have
not
attended in
the past
2nd year3rd year4th year5th year6+ years
32%
9% 13% 14% 11%
21%
36%
16% 15% 8% 8% 16%
Have you attended the Teva Mountain Games
in previous years, if yes how many? (Those
who came to Vail for TMG)
20102011
2010 - 20% Locals
2011 - 29% Locals
Intent to Return
OverA80%AareA“VeryAlikely”AorA“ExtremelyAlikely”AtoAreturnAtoAtheATevaAMountainAGamesAyear-over- year.
OnAaverage…AoverA40%AofAthoseA“VeryAlikely”AorA“ExtremelyAlikely”AtoAreturnAtoAtheATevaAMountainA
Games are overnight visitors to Vail, CO.
10 INTERCEPT 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 likely
0% 1%
13%
29%
57%
2% 2%
12%
26%
57%
How likely is it that you will return to the TMG in the future?
20102011
2010 - n = 364
2011 - n = 329
Recommendation
Recommendation
TheANetAPromoterAScoreAisAcalculatedAviaAtheAfollowingAquestion:A“OnAaAscaleAofA0AtoA10…AwhereA
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?
ThoseAwhoArateAaA‘9’AorA‘10’AareAcalledA“Promoters”;AAThoseAwhoArateAaA‘7’AorA‘8’AareAcalledA“PassiveA
Supporters”…AandAthoseAwhoArateA‘0’AtoA‘6’AareAcalledAdetractors;
The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the
percentage of Promoters.
12 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
1%
0%
0%
0%
2%
2%
4%
16%
11%
64%
0%10%20%30%40%50%60%70%
0=Not at all Likely
1
2
3
4
5
6
7
8
9
10=Extremely Likely
Likelihood to Recommend
2011 Net Promoter Score
Passive Supporters - 20%
Detractors - 5%
Promoters - 75%
2010 - NPS = 73
2011 - NPS = 70
Event Performance
Hierarchy of Customer Satisfaction Needs
Basic Requirements Met
Promised Requirements Met
Satisfaction
Scores from
4.5 – 5.0
Attractive Surprises Met
Satisfaction Scores from 1.0 – 3.4
Satisfaction Scores from 3.5 – 4.4
The 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 expectations
Terry Keiningham and Terry Varva, 2001,The Customer
Delight Principle, Google Book Search, viewed 6/23/2008,
http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus
tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9
VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_
result&resnum=1&ct=result
14
Attribute Satisfaction
Each 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
ratedAaA‘4’AorA‘5’…AasAwellAasAtheAmeanAsatisfactionAratingAofAeachAattribute;
ccordingAtoAtheAHierarchyAofACustomerASatisfactionANeeds…AtheAVVFAhasA“Delighted”AtheAguestsAofAtheATevaAMountainA
Games in Overall Satisfaction, Friendliness of the staff/volunteers, and in the Diversity of the kid/family friendly activities.
TheAguestsAareA“MerelyASatisfied”AwithAtheASchedulingAofAtheAevents…AtheA vailabilityAofAtheAF"B…AandAtheA bilityAtoAviewAthe
competitions;AATheAguestsAareA“Discontented”AwithAParking;AA
15 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
95% 98%
89%
83% 81% 77%
46%
98% 98% 96%
90% 86%
78%
58%
4.66
4.86
4.50
4.32 4.31
4.13
3.34
4.73 4.86 4.69
4.42 4.42
4.16
3.71
0%
20%
40%
60%
80%
100%
120%
Overall SatisfactionFriendliness of
staff/volunteers
Diversity of
kid/family friendly
activities
Scheduling of the
event/activities
Availability of food
and beverage
Ability to view the
athletic competitions
Parking
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
Teva Mountain Games - Event Attribute Ratings
Percentage who rated a '4' or '5' 2010Percentage who rated a '4' or '5' 2011Mean Rating 2010Mean Rating 2011
Favorite Event
The 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 Dock Dogs, Kayaking/water
events, and Climbing.
16 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
33%
21% 19%
12% 4% 3% 3% 3% 2%
What is your favorite event during the Teva Mountain
Games?
Dock DogsKayakingClimbingMtn BikingPaddle Board
RunningSteep CreekFly FishingConcert
One Change
The attendees were asked if there was anything they would change about the Teva Mountain
Games. In 2010, more events/activities, parking, and the addition of bleachers/stands were the top
three categories mentioned, with additional food and beverage a close fourth. In 2011,
viewing/seating is still a top concern. Parking also continues to be a concern, and the attendees are
again requesting more F&B vendors.
17 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
21%
15%
12% 10%
8%
7%
7%
6%
5% 4% 3% 2%
2011 - TMG - One Change
Veiwing/SeatingMore F&BParkingMore Events
Timing of Event(s)Advertising/CommunicationKid/Family Events and ActivitiesScheduling of Events
OtherConcert/MusicMore Free StuffLocation
Media/Awareness
Media
InA2010…AwhenAasked…A“HowAdidAyouAhearAaboutAtheATevaAMountainAGamesAthisAyear?”…AtheA
newspaper, and a friend or family member options were mentioned the most. In 2011, word
of mouth continues to be a very strong component for TMG. The newspaper and website
awareness are slightly down year-over-year.
19 INTERCEPT 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%
Twitter
Poster
Facebook
Website Banner Ad
Concierge
Television
Magazine Ad
Email
Radio
tevamountaingames.com
Newspaper
Friend/Family
1%
9%
5%
2%
2%
12%
7%
8%
8%
19%
48%
43%
0%
2%
2%
2%
3%
4%
5%
8%
8%
12%
37%
50%
TMG - Awareness/Media
20112010
Vail Valley Foundation Awareness
20 INTERCEPT 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%
Yes - the Vail Valley FoundationNo
50% 50%
29%
71%
Do you know who the TMG event producer is this year?
20102011
2010 - n = 364
2011 - n = 329
Estimated Concert Attendance
21 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
33%
67%
Saturday Night Concert Attendance
YesNo
2011 - n = 304
The respondents were asked if they plan to, or did attend the concert on Saturday evening.
About one-third of the respondent claimed to be, or had attended. Based on the overall
attendance, it is estimated that approximately 3,600 (+/- 20%) people attended the concert.
Spending Habits
Spending Habits
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$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
Lodging SpendDining SpendRetail SpendActivities SpendTotal
$1,549,992
$1,079,350
$583,281
$61,553
$3,274,176
2011 - TMG Estimated Spending by Overnight Visitors Staying in Paid
Lodging (Only those who came to Vail for TMG)
Lodging revenue is based on
only those staying in Vail
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
Dining SpendRetail SpendActivities SpendTotal
$1,050,127
$291,565 $163,116
$1,504,808
2011 - TMG Estimated Spending by All Other Overnight Visitors
(Only those who came to Vail for TMG)
Spending Habits
24 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$20,000
$40,000
$60,000
Dining SpendRetail SpendTotal
$51,451
$18,523
$69,974
2011 - TMG Estimated Spending by Day Visitors
(Only those who came to Vail for TMG)
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Dining SpendRetail SpendTotal
$614,406
$384,682
$999,088
2011 - TMG Estimated Spending by Local Visitors
(Only those who came to Vail for TMG)
Attendance and Revenue Generation
Estimated Attendance and Revenue
Generation
26 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People, and Gross Revenue Generation for the
Town of Vail, year-over-year. The Total Attendance estimation is based on the total number of car counts
within the parking structures (provided by the TOV), and along the frontage road during the event, total group
size, and other survey data variables. Total People is derived by dividing the Total Attendance by the average
number of days in attendance. Total People (Came for TMG) is the sample set used for the estimated Gross
Revenue Generation.
Note: The 2010 attendance and revenue estimations was not derived by using the total car counts from the
TOV. They were derived using a different method, which may help explain the difference year-over-year.
35,037
46,897
14,418
20,751
12,992
17,846
$3,667,017
$5,848,046
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
$5,500,000
$6,000,000
$6,500,000
0
10,000
20,000
30,000
40,000
50,000
60,000
20102011
YOY TMG Estimated Attendance and Revenue Generation for the TOV
Total AttendanceTotal PeopleTotal People (Came for TMG)Gross Revenue Generation
Accommodations
Accommodations
28 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
In 2010, 82% staying in Paid Lodging were staying in Vail, CO.
In 2011, 90% staying in Paid Lodging were staying in Vail, CO.
Locals make up about 50% of the population attending the TMG year-
over-year.
0%
20%
40%
60%
80%
100%
29%
9% 5% 5%
49%
3% 0%
21%
11% 5% 6%
49%
2% 6%
Accommodations During the TMG
20102011
2010 - n = 364
2011 - n = 329 2010 – 82% stayed in Vail
2011 – 90% stayed in Vail
Accommodations
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0%
20%
40%
60%
80%
100%90%
3% 3% 1% 1% 1%
Town Staying in During TMG
Only those who stayed in
paid lodging
n = 69
Geographical Data
Geographics
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0%
10%
20%
30%
40%
50%
LocalIn-State DayIn-State
Overnight
Out-of-StateInternational
47%
4%
28%
20%
2%
49%
5%
23% 21%
2%
TMG - Market Segment
20102011
2010 - n = 364
2011 - n = 328
0%
20%
40%
60%
80%
100%
ColoradoCaliforniaTexasArizonaMinnesota
80%
2% 2% 1% 0%
77%
2% 2% 2% 2%
TMG - Top Five States of Origin
20102011
Demographical Data
Demographics
33 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
SelfSpouse or
significant
other
Friends OnlyFamily
(including
children)
Family (not
including
children)
ConferenceGroup
19% 20% 26% 27%
4% 1% 4% 12%
22% 32% 26%
6% 0% 2%
Who are you attending the TMG with?
20102011
2010 - n = 362
2011 - n = 329
0%
10%
20%
30%
40%
50%
Student$0 - $24,999$25,000 -
$54,999
$55,000 -
$74.999
$75,000 -
$$99,999
$100,000 -
$199,999
$200,000 -
$499,999
$500,000+
8% 6%
21% 18% 16%
24%
5% 3%
12%
8%
20%
15% 15%
24%
4% 1%
TMG - Income Categories
20102011
2010 - n = 340
2011 - n = 282
Demographics
34 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
10%
20%
30%
40%
50%
18 - 2021 - 2425 - 3435 - 4445 - 5455 - 6465+
2%
6%
33%
26%
18%
11%
4% 2%
8%
36%
22%
15% 13%
3%
TMG - Age Categories
20102011
2010 - n = 364
2011 - n = 323
2010 - Mean Age - 40
2011 - Mean Age - 39
0%
10%
20%
30%
40%
50%
1 - 23 - 56 - 78 - 1011 - 1415+
42% 38%
11%
5% 1% 2%
43%
37%
14%
3% 1% 2%
TMG - Nights Stayed Categories
20102011
2010 - n = 185
2011 - n = 148 2010 - Mean Nights Stayed - 3.89
2011 - Mean Nights Stayed - 3.76
Demographics
35 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
50%
100%
MaleFemale
54% 46% 57%
43%
TMG - Gender
20102011
2010 - n = 364
2011 - n = 328
0%
50%
100%
Married w/
children living at
home
Married w/
children not living
at home
Married w/o
children
Single w/ children
living at home
Single w/ children
not living at home
Single w/o
children
27%
12% 15%
4% 2%
41%
23%
11% 14%
2% 3%
46%
TMG - Family Status
20102011
2010 - n = 363
2011 - n = 328
Demographics
36 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
57%
43%
TMG Respondents - Own vs. Rent Home
OwnRent 2011 - n = 327
Competitors
Competitors
38 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%10%20%30%40%50%
WC Bouldering
Fly Fishing
Stand-up Paddling
Kayaking
Road Cycling
Amatuer Climb
Half Marathon
Other
Mtn Biking
Dock Dogs
Trail Running
9%
12%
4%
16%
17%
1%
30%
14%
1%
5%
1%
2%
2%
2%
4%
4%
12%
12%
14%
18%
18%
20%
TMG - Competitor Events
20112010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
YesNo
23%
77%
15%
85%
Are you a competitor in any of the events
during the TMG?
20102011
2010 - n = 364
2011 - n = 329
Observations
Below are a few observations regarding the 2011 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.
The overall performance of the 2011 Teva Mountain Games increased over last year with a mean satisfaction rating of 4.73, up .07 of a
point;AATheApercentageAofAthoseAratingAaA‘4’AorA’5’AalsoAincreasedAthreeApercentageApointsAtoA98%;AAInA2010…AtheAsatisfaction ratings of the
friendliness of the staff, availability of F&B, and the scheduling of the events attributes were the most impactful ratings to the overall
satisfaction rating. In 2011, the friendliness of the staff attribute rating remained the same over last year; however, the availability of F&B,
and the scheduling of events attributes increased slightly. This effort explains the increase in the overall satisfaction rating over last year.
The results from the 2011 study prove that the friendliness of the staff and volunteers, and the viewing of the competitions were the most
impactful attributes to the over satisfaction.
Recommendation: ContinueAtoAfocusAonAtheAguestAservicesAprovidedAbyAtheAstaffAandAvolunteers,it’sAworking;AA lthoughAtheAviewingAofAtheA
competitionsAremainsAinAtheA“merelyAsatisfied”Acategory…AcontinuouslyAnotAexceedingAexpectationsAinAthisAareaAcanAbeAdetrimental to the
overallAperformanceAofAtheATevaAMountainAGames;AAWhenAaskedA“WhatAoneAthingAwouldAyouAchangeAaboutAtheATMG?”…AA21%AofAtheA
respondents offered viewing/seating suggestions. Review the open-ended comments to help enhance this aspect of the event in the future.
OvernightAguestsAareAtheAmostAimpactfulAtoAtheATownAofAVail’sAlodging…Aretail…Adining…AandAotherAactivitiesArevenueAgeneration. Although,
the percentage of those staying in paid lodging was slightly down over last year, the percentage of those staying in paid lodging in Vail
increased from 82% to 90% year-over-year, and the average amount spent on lodging increased by and average of $130 per stay, thus aiding
in the increase in the overall revenue generation to the Town of Vail. According to the respondents, all four of these sectors obtained a
significant increase in spending.
Recommendation: Focus strong marketing efforts to potential overnight visitors. Most overnight visitors heard about TMG via word-of-
mouth. The second most effective form of awareness to this segment was tevamountaingames.com. Recruiting additional lodging partners
who will offer lodging packages at multiple levels will help reach a wider segment of potential overnight visitors. Presenting visitors of
tevamountaingames.com with lodging packages in the form of banner advertisements will make it easier for these visitors to research the
potentialAlodgingAopportunities…AandAmayAhelpAstimulateAmoreAovernightAstays;AA lthoughAtheA“dayAvisitor”AwasAaAsmallAsegment in thisAyear’sA
study, encouraging this segment to stay overnight in Vail is likely to help increase revenues. Front Range newspaper advertisement,
including lodging packages can be an effective effort.
Observations
40
INTERCEPT 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, viewing the events and additional seating
was the top concern in 2011. This was also one of the top concerns in the 2010 study. The satisfaction rating of this attribute fell into the
“merelyAsatisfied”AcategoryAwithAaAmeanAratingAofA4;16;AAThisAattributeAhasAtheAsecondAlargestAimpactAonAtheAoverallAsatisfaction rating.
Increasing the satisfaction rating of this attribute is likely to improve the overall performance of the Teva Mountain Games.
The availability of food and beverages was the second most mentioned concern within this study. Again, this attribute obtained a fairly
positive mean satisfaction rating of 4.42, and is not the top influencer of the overall satisfaction rating, yet the respondents are suggesting
this change. Increasing the availability of F&B is likely to increase the overall performance of this event, and is likely to increase the
dining/drink spending within the Town of Vail, thus increasing sales tax revenues.
Recommendation: Focus strong efforts to increase the satisfaction ratings of these two attributes. Review the open-ended comments
thoroughly as there are several creative ways to help exceed expectations. "Spectator viewing area. Turn it so people can sit on the
mountainAlikeAanAamphitheaterAtoAwatch“…A&MoreAshadedAseating“…A&BigAscreenATVAforAtheAboulderingAevent“.AtheseAareAjustAaAfew of the more
popular suggestions for addressing the viewing/seating concerns. The following are a few suggestions regarding the availability of F&B;
&F"BAatAHomestake“…A&MoreAfoodAvendors“…A&MoreAfoodAoptions“;AABecauseAtheseAconcernsAareAfairlyAconsistentAwithAlastAyear’sAstudy, even
slight adjustments that address these concerns are sure to make a difference.
Suggestion for the 2012 Study
ObtainAanAestimationAofAattendee’sAspendingAAhabitsAwithAtheAvendorsAwithinAtheATMG;AAKeepAthisAstatisticAseparateAfromAtheA“retail
spend”Astatistic;AAThisAdetailAcanApotentiallyAhelpArecruitAsponsorsAandAboothAsales…AandAalsoAmayAboostAtheArevenueAstatistic. These dollar
amount s could potentially be forgotten about when respondents are completing the survey because of the wording of the currentA“retail
spend”Aquestion;
Observations
41
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Comments
One Change - Comments
43
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•One Change - Comments
•Younger demo sports
•Week later
•Water tents
•Water stations
•Water in more areas for dogs. plus citizens climb doesn't have
announcer like for pro so doesn't draw in people to watch
•Visibility of kayak freestyle
•Viewing water events
•Viewing
•Viewing
•Viewing
•Viewing
•Viewing
•Too many events timing
•Time of year. end of June/July
•Time of bike race
•Tighter schedule, les breaks
•Tighter schedule for water events, no gaps
•Stuff in Lionshead
•Structured viewing area
•Start events on time
•Spectator viewing area. Turn it so people can sit on mountain
like amphitheater to watch
•Slipping slide
•Shorter lines for Teva tent and cheaper water
•Shorter lines
•Second kids kayak
•Seating viewing
•Seating at events
•Seating
•Schedule better
•Schedule before star
•Run chair lifts
•Reschedule
•Parking more
•Parking and more food
•Parking
•Parking
•Parking
•Parking
•One Change - Comments
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Paragliding event
•Paragliding
•Pale ale tent
•Open door policy
•On mountain view better
•Not so early in year
•New events
•More events
•Mountain board
•More viewing
•More time between events/ less overlap
•More time between events
•More time between events
•More swag
•More swag
•More Sunday finals
•More shaded seating
•More shaded seating
•More shade
•More shade
•More seating by river
•More popular artist
•More parking
•More parking
•More parking
•More parking
•More parking
•More often or smaller event to qualify
•More music and art
•More marketing outside co
•More length
•More kids actives
•More info on events
•One Change - Comments
•More info
•More grandstand seats
•More grandstand
•More gear / vendors and t-shirts
•More free stuff
•More free schwa
•More free
•More for 4 and under
•More food vendor
•More food vendors
•More food tents
•More food options
•More food options
•More food
•More food
•More food
•More family oriented hotel packages
•More family mud runners
•More events at steep creek
•More events 1st day
•More events
•More events
•More events
•More events
•More days
•More concert
•More concert
•More communication for competitors re rules
•More buses
•More booze
•More booze
•More bmx
•More bleachers
•More bleachers
•More bleachers
•More beer vendors and food
•More beer tents
•More beer
•More advert
•More activities for 2 and under
One Change - Comments
44
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•One Change - Comments
•Mixing up events
•Maps / times out like trail maps
•Longer period
•Longer courses
•Longer
•Longer
•List of activities
•Leap of faith view
•Lead climbing too
•Layout to use slope for venue
•Kids sized clothing, shoes for kids as she would buy her for
them
•Kids race not organized and course to difficult 4 age group
•Kids kayak more
•Kid events 5-8
•Jumbo tron
•Interactive events
•Have sport climbing comp
•Hard to see mtn biking
•Hard to find schedule
•Get to Europe
•Free water
•Free parking in ford
•Free entry
•Free beer
•Free beer
•Food closer..... closer parking for dock dogs
•Food and drink
•Few more tents
•F&B at Homestake
•Expand to other areas - Lionshead
•Event confusion and accuracy
•Elevated seating
•Easier to see finals of bouldering
•Earlier starts
•Drop off equipment at event
•Dowd shoot return
•Directing crowds to old peak
•Construction around event
•Concert tonight
•Concert run longer noise ord
•One Change - Comments
•Clearer descriptions on events
•Chipotle valid at stand here
•Cheaper food
•Change to later time period
•Booths should sell gear
•Bleachers
•Bleachers
•Bigger climbing
•Big screen TV for bouldering event
•Better visibility
•Better viewing
•Better viewing
•Better signage on highway and frontage roads
•Better musical acts
•Availability to park closer
•Area for camping
•Announcers need improvement
•Announce times of events earlier
•Alcohol event
•1 more event