HomeMy WebLinkAboutVFF_2012_Survey_-_Westphal_Assoc.Vail Film Festival 2012 Evaluation highlights Research conducted by 206 s main st, #240 ann arbor, mi 48104 734.995.8500 www.westphalassociates.com
Methodology Two phases 64 pedestrians were interviewed at random in Vail Village (near fountain and bridge) during the Vail Film Festival to gauge event awareness Street intercept—during event On-line survey—post-event All Vail Film Festival attendees were invited to respond to on-line survey; 38 valid responses were received Given the small sample sizes of the research conducted, these data should be used for discussion purposes only.
Summary findings Unaided event awareness (street intercept)72%18%10%Out of State Vail Valley In-state, non-Vail 1%2%2%8%59%27%Vail Film Festival Unaware of any event Lindsey Vonn SkiTAM Aware of Vail Film Festival 72%20%8%Vail Valley In-state, non-Vail Unaware of Vail Film Festival Out of State Taste of Vail Street concert
Summary findings Past experience Ever attended Vail Film Festival 8%18%16%45%13%Earlier this winter First time Summer/fall 2011 Last visited Vail 47%53%Repeat First time Attended/entered prev Word of mouth Festival e-mail/Facebook Newspaper Industry publications Withoutabox.com 5 10 15 20 How learned about Vail Film Festival Before last winter Last winter # responding
Summary findings Attendee primary residence 59%23%18%Out of State Vail Valley In-state, non-Vail Based on pass sales data 47%37%16%*Due to sample size and possible bias arising from survey incentive, pass sales data are more reliable.Based on survey responses*Out of State Vail Valley In-state, non-Vail
Summary findings Travel 55%45%Car Air Arrival method Airport used by fliers Town stayed in 65%35%Denver Eagle 5%3%89%3%Vail Avon Edwards Singletree
Summary findings Accommodations Accommodation type Nightly cost per person (paid only)18%66%16%2 1 Group size Nights stayed (paid only)35%46%19%Hotel/lodge/inn Condo/timeshare Private residence 6%29%24%41%$200-299 < $200 $300-399 29%53%12%6%2 $400+3 4 3+1
Summary findings Spending and activities 26%32%11%11%5%8%8%Spending/person (excludes pass cost)Dining/drinks Shopping Skiing Hiking/snowshoe Spa services Other temp. events 10 20 30 40 Other activities while in Vail < $100 Most likely reason for return to Vail $201-300 $301-400 $401-600 $601-1000 $1001+3%3%6%12%76%Film festival Music event Holiday event Food event Sports event $101-200
Summary findings Overall satisfaction with...Town of Vail Value for price Vail Film Festival 95%89%87%% rating 4 or 5 (very/extremely satisfied)Quality of films Timing/schedule Food/bev avail Ease of access Event layout Signage Parking avail 95%92%71%Specific attributes:81%
Summary findings Likelihood of return to Vail Film Festival 0 10 20 30 0 1 2 3 4 5 6 7 8 9 10 Not at all likely Definitely likely 89%
Summary findings Likelihood of recommending...0 5 10 15 20 0 1 2 3 4 5 6 7 8 9 10 Not at all likely Definitely likely 0 10 20 30 0 1 2 3 4 5 6 7 8 9 10 Town of Vail Vail Film Festival 89%89%
Summary findings Areas for improvement Clearer queue designations for each pass type More "tiered" seating like at Vail Mountain School Extend length of festival/don't overlap screenings Greater variety of beverages More affordable parking Most cited suggestions for event # responding 7 4 3 2
Summary findings Respondent demographics 48%42%10%35-49 25-34 Age Gender Household Income (in 1000s)36%64%Male Female 9%9%13%9%13%9%13%17%4%4%50+$200-499 $150-199 $125-149 $100-124 $75-99 $50-74 $30-49 <$30 $500-749 $750-999