HomeMy WebLinkAboutSummer TOV Festival survey 2011Town of Vail Summer Festival 2011 Privileged and Confidential
2011 SUMMER TOV Event INTERCEPT SURVEY
(Revised 03/10/2011 KJK)
1. (INITIT) Enter you initials
2. (EVENTAW) Are you aware there is a major event happening in Vail? (qualifying question to take the survey,
keep track of who says no)
1=Yes
2=No-End survey
3. (ZIPCODE) What is the zip code/country of your primary residence?
4. (WHOHERE) Who are you here with? (choose one)
1=Self-Skip to ACCOM
2=Spouse/Sig. other
3=Family (including kids)
4=Friends
5=Family and Friends
6=Group
7=Conference
8=Wedding
9=Other
5. (GRPSIZE) What is your group size on this trip, including yourself?
6. (GRPU17) How many people in your group are under the age of 17?
7. (ACCOM) What type of accommodations are you using this trip?
1 ......... Paid lodging-(skip to value)
2 ......... Friends/family
3 ......... 2nd home
4 ......... Timeshare
5 ......... Other
6 ......... Primary – (skip to purpose)
8. (ACCOMSPEND) How much do you/your group expect to spend on paid lodging per day?
9. (TOWN) In what town or area are you staying?
1 = Arrowhead
8 = Eagle Vail 13 = Minturn
2 = Avon 20 = Eagle 14 = Steamboat Springs
3 = Beaver Creek 9 = Edwards 15 = Vail
4 = Breckenridge 10 = Frisco 16 = Wildernest
5 = Copper Mountain 11 = Glenwood Springs 17 = Winter Park
6 = Denver/Front Range 12 = Keystone 18 = Other
7 = Dillon/Silverthorne 19 = Leadville
10. (NIGHTS) How many nights are you staying in the area? ______
11. (FLYDR) Did you fly or drive on this trip?
1=Flew
2=Drove-Skip to EVENTYN
12. (AIRPORT) Which airport did you fly into?
1=Eagle
2=Denver
3=Other
13. (EVENTYN) On a scale from 1 to 5, where 1 means no influence at all and 5 means significant amount of
influence, how much influence did event have on your decision to come to Vail?
1=No influence at all
2
SKIP TO TOWN
Town of Vail Summer Festival 2011 Privileged and Confidential
3
4
5=Significant amount of influence
14. (WHATSPEVENT) What special event did you attend?
1=The America Cup at Vail
2=Anthem Sports Cycling Weekend
3=BBQ Bonanza
4=Divas Half Marathon
5=Farmers Market
6=Gourmet on Gore
7=Oktoberfest
8=RMUSSSA Softball
9=Vail Arts Festival
10=Vail Firefighter Combat Challenge
11=Vail Jazz Festival
12=Vail Soul Music Festival
13=Other-go to SEOTHER
15. (SEOTHER) Specify other special event:
16. (PREVIOUS) Have you attended this event in the past?
1=Yes
2=No
17. (HOWHERE) How did you learn about today’s event
1=Newspaper
2=TV
3=Radio
4=Website
5=Email
6=Word of mouth
7=Poster
8=Magazines
9=Just happened upon it
10=Previous experience
11=Facebook
12=Other
18. (RECOMMEVENT) On a scale of 0 to 10 (0=Not at all likely and 10=Highly likely), how likely would you be to
recommend this event to your friends and family.
19. (RECOMMVAIL) On a scale of 0 to 10 (0=Not at all likely and 10=Highly likely), how likely are you to recommend
Vail as a vacation destination to your friends and family.
(TEXTA) Now I am going to ask you to rate your level of satisfaction on the following attributes. Please use a scale
where 1=Not at all satisfied and 5= Extremely satisfied.
20. (OVERALL) Overall satisfaction with the event:
21. (ORGAN) Organization/flow/layout of the event:
22. (QUALITY) Quality of the programming:
23. (KID) Kid/Family friendly activities:
24. (FOOD) Availability of food and beverage:
25. (TIME) Timing of the event activities:
26. (ACEESS) Ease of access:
27. (PARK) Availability of Parking:
19.28. (SIGN) Availability of signage/information:
20.29. (OVERALLTRIP) Overall satisfaction with your experience to Vail: PUT HERE TO BETTER THE SUVEY
FLOW
21.30. (VALUE) Value for price paid for this trip: MOVED FROM TOP OF THE SURVEY FOR BETTER FLOW
31. (SPEVENTIMPT) How important is it for Vail to offer a variety of special events throughout the summer?
1 = Not at all important
2 =
3 = Neutral
4 =
If 1-12 go to PREVIOUS
Town of Vail Summer Festival 2011 Privileged and Confidential
5 = Extremely Important
32. (WHICHSPEV) What one type of summer or fall event would you most likely come back to Vail for? (Choose
only one)
1 = Sporting Events
2 = Art Festivals
3 = Music Festivals/concerts
4 = Food Festivals
5 = Holiday Events (4th of July, Labor Day)
6 = Seasonal Events (Oktoberfest)
7 = I would not come back to Vail just for an event
8 = Beer festival (?? Prior research shows that this is an event of interest)
9 = Other-skip to WHICHOTER
33. (WHICHOTER) Specify which other events:
34. (PLAN) As part of your plans to attend today’s event, have you, or do you plan to dine, have drinks, shop, and/or
participated in other activities within the Town of Vail?
1=Yes
2=No (skip to spend)
35. (ACTIV) Which of the following will you/have you participated in at Vail during your stay?
1=Dining/Drinks
2=Shopping
3=Special Event
4=Golf
5=Rafting
6=Hiking
7=Biking
8=Spa Services
5=Other
36. (SPEND) How much do you estimate your group spent throughout Vail on this trip (including the event)?
1=$0-$100
2=$101-$200
3=$201-$400
4=$401-$600
5=$601-$1000
6=$1000+
37. (IMPROVE) What one thing can we do to improve this event for the future?
38. (PREVIUSV) Prior to this trip, when did you last visit Vail?
1 = This season (summer)
2 = Last season (winter)
3 = Last summer (summer ‘09)
4 = Before last summer
5 = First Visit
39. (YRBORN) In what year were you born? _____
40. (INCNUM) Would you mind telling me which one of these your household fits into? (Show them the categories)
$0-$29,999
$30,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000-$124,999
$125,000 - $149,999
$150,000 - $199,999
$200,000-$499,999
$500,000-$749,999
$750,000-$999,999
If 1-8 go to PLAN
Town of Vail Summer Festival 2011 Privileged and Confidential
$1 million and over
41. (GENDER) Gender Observation: Male____ Female_____