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Home My WebLink AboutResearch2012VSMFVail Soul Festival August 2011 Prepared for: Legacy Entertainment, Inc. Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com  Attendance: 1,626  Sample size: 134 post event on-line completed surveys  98% of the respondents came to Vail specifically for the Festival  71% of the respondents were first-time attendees, 29% were returning guests  Intent to Return – 88%AratedA“Very”AorAExtremelyALikely”  Overall Satisfaction – 4.2 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)  Net Promoter Score - 56  Quality of Artists, Timeliness, and Quality of F&B were the most impactful attributes to the Overall Satisfaction  “Word-of-Mouth”A(51%)AwasAselectedAmostAwhenAaskedA“HowAdidAyouAhearAaboutAtheAVailASoulAFestival?”  Estimated revenue generation for Vail - $265,668 (+/- 20%)  79% were In-state Overnight guests, and 18% were Out-of-State Overnight guests (came specifically for the Festival)  73% of the respondents were Colorado residents, and 5% were from Texas  50% attended with their friends and/or friends and family, and 27% attended with spouse/significant other  Average nights stayed (paid lodging guests only) – 2.31  Estimated room nights generated in Vail– 624  Estimated average nightly rate in Vail - $197  Average group size – 3.64  Average age of respondents – 43 Highlights 4 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Attendance 6 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% One NightTwo NightsMore than 2 nights 49% 51% 0 16% 79% 5% Vail Soul Fest - Days in Attendance 20102011 N = 134 Attendance 7 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 In 2011, 98% of the respondents came to Vail specifically for the Vail Soul Festival. Of those who planned their trip for the Festival, 79% were In-state Overnight Visitors. 18% of the respondents that planned their trip for the Festival were Out-of-state Visitors. 0% 50% 100% I came to Vail in whole, or part because of the Vail Soul Festival I heard about the event after I arrived 91% 9% 98% 2% Vail Soul Fest - Reason for Visiting Vail 20102011 N = 134 3% 1% 79% 18% Vail Soul Fest - Came to Vail for the Festival by Market Segment in 2011 LocalIn-state Day VisitorIn-state Overnight VisitorOut-of-state Visitor N = 118 Intent to Return 8 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 88%AareA“Very”AorA“ExtremelyAlikely”AtoAreturnAtoAtheAVailASoulAFestivalAinAtheAfuture. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Not at all LikelyNot Very LikelyUndecidedVery LikelyExtremely Likely 2% 2% 24% 17% 56% 1% 1% 9% 20% 68% Vail Soul Fest - Intent to Return 20102011 N = 134 88% areA‘Very’AorA‘ExtremelyA Likely’Ato return to the VSF in the future Prior Visit 9 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 71% of the respondents wereA“first-time”AVSFA attendees. Of those attending for the firstAtime,A86%AareA“Very”AorA “ExtremelyAlikely”AtoAreturnAinA the future. 71% 29% Vail Soul Fest - Prior Visit This was my first year2 years N = 134 0% 20% 40% 60% 80% 100% Not at all LikelyNot Very LikelyUndecidedVery LikelyExtremely Likely 1% 2% 11% 22% 64% Vail Soul Fest - First-time Attendees Intent to Return 2011 N = 95 86% of the first-time attendees are 'Very' or 'Extremely Likely' to return in the future Media/Awareness WhenAasked,A“HowAdidAyouAhearAaboutAtheAVailASoulAFestivalAthisAyear?”,AFriend/FamilyA(51%)AwasAselectedAmost,A “Email”AandA“Website”AwasAselectedAsecondA(35%),AandAFacebookAwasAaAsolidAsourceAofAcommunicationAasAwellA(26%). 17 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% 59% 14% 17% 6% 2% 18% 2% 7% 3% 0% 3% 1% 51% 35% 35% 26% 17% 11% 11% 6% 5% 5% 4% 2% Vail Soul Fest - Media/Awareness 20102011 •How did you hear about this event? - Other •Two ways- NBS support & happenings in Vail ( Summit county) •Shed G •Rhonda July •Personal contact with someone who organizes music venues •NBS •I found out by accident. Never saw ANY advertisement •I attended last year •Handout •Flyer •Concert in Denver •Co-worker in 2010 •Birthday gift 1st year from friend of The VE Group •Attended last year, so was on the distribution •Artist website Estimated Revenue Generation/Attendance 22 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph represents the attendance and estimated revenue generation from the Vail Soul Festival on the Town of Vail. The estimated revenue generation is based on attendance, total group size, and other survey data variables. Total People is the Total Attendance divided by the number of nights attended (1.9). Total People (Came for Festival) is the percentage of the Total People that came to Vail specifically for the Festival and is the sample set used for the estimated Gross Revenue Generation. 1,717 1,626 1,137 856 1,035 839 $243,050 $265,668 $- $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 20102011 YOY - VSF Estimated Attendance and Revenue Generation for the TOV Total AttendanceTotal PeopleTotal People (Came for VSF)Gross Revenue Generation Accommodations 24 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Paid LodgingFriends/Family2nd HomeTimesharePrimary Residence Day Trip 64% 3% 13% 4% 13% 3% 90% 2% 3% 2% 2% 1% Vail Soul Fest - Accommodations 20102011 N = 127 Of those who came for VSF and stayed in paid lodging, 93% stayed in Vail 0% 10% 20% 30% 15% 11% 9% 5% 5% 5% 5% 5% 4% 3% 3% 3% 3% 3% 3% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% Vail Soul Fest - Property Stayed In 2011 VSF was responsible for approximately 624 room nights in Vail, at an approximate $197 average nightly rate. Accommodations 25 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 50% 100%81% 2% 7% 1% 1% 2% 1% 2% 2% 2% 89% 3% 2% 2% 2% 1% 1% 1% Vail Soul Fest - Town Stayed In 20102011 N = 131 0% 20% 40% 60% 80% 100% 1 - 23 - 56 - 78 - 1011 - 1415+ 69% 25% 3% 0% 1% 2% 80% 17% 2% 0% 0% 1% Vail Soul Fest - Nights Stayed Categories 20102011 N = 125 2010 - Average Nights Stayed - 2.75 2011 - Average Nights Stayed - 2.31 Geographics 28 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% ColoradoTexasCaliforniaGeorgiaIllinois 86% 2% 0% 0% 1% 73% 5% 2% 2% 2% Vail Soul Fest - Top Five States of Origin 20102011