HomeMy WebLinkAbout2012 TMG Study - Final ReportVail Valley Foundation
Teva Mountain Games Survey Results
June 2012
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
Attendee Details :::::::::::::::::::::::::::::::::::::::::::::::: 6
Intention to Return :..::::::::::::::::::::::::::::::::::::::::::::.. 10
Recommendation (Net Promoter Score) ::::::::::::::::::::::::::::::::::. 12
Loyalty Index ::::::::::::::::::::::::::::::::::::::::::::::::::. 14
Event Performance ::::::::::::::::::::::::::::::::::::::::::::::: 16
Media/Awareness :::::::::::::::::::::::::::::::::::::::::::::::. 21
Spending Habits ::::::::::::::::::::::::::::::::::::::::::::::::.. 24
Attendance/Revenue Generation ::::::::::::::::::::::::::::::::::::::.. 27
Accommodations :::::::::::::::::::::::::::::::::::::::::::::::.. 29
Geographical Data :::::::::::::::::::::::::::::::::::::::::::::::. 32
Demographical Data ::::::::::::::::::::::::::::::::::::::::::::::. 34
Competitors ::::::::::::::::::::::::::::::::::::::::::::::::::: 40
Comments :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::.. 42
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This was the third year the Vail Valley Foundation had 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 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 for the Town of Vail, CO
Satisfaction with event attributes, and identify attributes that impact the overall experience
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 (May 31,
June 1, 2, 3, 2012) throughout the event locations. 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. Once the daily
quotas were met, the data was 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.AAManyAofAtheAresultsAar e p resented in
terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather tha n only the
statistics. Note that the margin of error is different for every single question response on the survey depending on the sam ple sizes,
proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appro pri ate 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 2012 Teva Mountain Games. These se rvices
included strategy and execution, survey development, programming, analysis, reporting, and staffing. Three surveyors using h and held data
collectionAtoolsA(PD ’s)AconductedAin -person intercepts throughout the various venue locations within Vail, CO. 327 surveys wer e 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 the frontage road. Us ing the total car
count, and data from specific survey questions, the total estimated attendance of the Teva Mountains Games was 43,889 with a +/- 20%
margin for error. Using the estimated attendance and specific survey questions regarding accommodations, spending habits, an d t he
percentage of those who came to Vail, CO specifically for the Teva Mountain Games, an estimated revenue generation for the To wn of Vail, CO
was calculated. The Teva Mountain Games was responsible for generating approximately $3.8M, with a +/- 20% margin for error, wi thin the
Town of Vail, CO . This equates to approximately $150K, 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 4.7 on a scale of 1 t o 5 , where 1=Not
at all satisfied and 5=Extremely satisfied. The likelihood for the attendees to recommend the Teva Mountain Games was again ver y positive in
2012AearningAaANetAPromoterAScoreAofA75.AA“WordAofAmouth”AwasAtheAmostAselectedAoptionAwhenAaskedA“HowAdidAyouAhearAaboutAthe Te va
MountainAGames?”AATheANetAPromoterAscoreAreflectsAtheApopularityAofAtheA“word -of -mouth”ArecommendationAofAthisAeventAyear -over -y ear.
Locals made up 43% of the attendance, while 49% of the attendees were overnight guests, and 83% of the total attendees were f ro m
Colorado. 86% of those staying in paid lodging stayed in Vail, CO, and the average number of nights stayed for overnight gue sts was 3.87. The
mean age of the attendees was 35 (including a weighted average for children under 18), with 56% and 44% being male and female
respectively. 22% of the population attended with a dog, and 46% of those attending the Games during the day planned to att end at least
one of the three concerts during the evening.
Overview and Summary
3 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Total completed surveys – 327
Sample size provides statistical validity with an error rate of 5.3% at a 95% confidence interval
Estimated attendance – 43,889 (+/- 20% error level should be considered)
Estimated revenue generated to the Town of Vail - $3.8M (+/- 20% error level should be considered)
Net Promoter Score – 75
Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)
94% of the attendees came to Vail, CO specifically for the Teva Mountain Games
56% of the attendees had attended the Teva Mountain Games in the past
Average number of days attended – 2.4
Favorite event – Dock Dogs
One Change – Parking and additional F&B vendors
“Word -of -mouth”AandA“Newspapers”AwereAselectedAmostAwhenAasked,A“HowAdidAyouAhearAaboutAtheATevaAMountainAGames?”
86% of the attendees staying in paid lodging stayed in Vail, CO
86%AareA“Very”AorA“ExtremelyALikely”AtoAreturnAinAtheAfuture
74%AofAtheAfirstAtimeAvisitorsAareA“Very”AorA“ExtremelyALikely”AtoAreturnAinAtheAfuture
Average nights stayed – 3
Average group size of those lodging in Vail, CO – 3.87
Average age (including a weighted average for children) - 35
Estimated number of room nights generated by the TMG – 4,852
Estimated average nightly rate in Vail - $201
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Attendee Details
Attendance
90% of the attendees plan their trip to Vail, CO
specifically for the Teva Mountain Games year -over -
year.
In 2012, spectators attended the TMG an average of
2.4 days.
6 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
I came for the event Heard about the event after I
arrived
90%
10%
86%
14%
94%
6%
TMG - Reason for Visiting Vail
2010 2011 2012
N = 327
0%
20%
40%
60%
80%
100%
1 Day 2 Days 3 Days 4 Days
21%
34%
27%
18%
27%
36%
24%
12%
24%
30% 26% 20%
TMG - Days in Attendance
2010 2011 2012
N = 327
Average # of days in
attendance - 2.4
Attendance
The percentage of first -time attendees
has trended upward over the last three
years, which is usually a sign of increasing
attendance year -over -year.
Retention remains strong with nearly
63% of the attendees returning year -over -
year.
On average, 20% of the respondents
have attended the Games for 5+ years.
7 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
44%
14% 14% 8% 6% 3% 2% 1% 0% 2% 6%
2012 TMG - Prior Attendance
N = 327
0%
20%
40%
60%
80%
100%
First Time TMG Attendees Attended TMG in the Past
32%
68%
36%
64%
44%
56%
TMG - Prior Attendance
2010 2011 2012
N = 327
Attendance
8 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Keller Williams DJ Juggey The Expendables None
21%
8%
34%
54%
TMG Concert Attendance – Which of the following concerts will you
attend during the Teva Mountain Games this year?
(Multiple Answer)
Intention to Return
Intention to Return
86%AareA“VeryAlikely”AorA“ExtremelyAlikely”AtoA
return to the Teva Mountain Games year -over -
year.
74% of the first -timeAattendeesAareA“VeryAlikely”A
orA“ExtremelyAlikely”AtoAreturnAtoAtheATevaA
Mountain Games in the future.
10 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Not at all likely Not very likely Somewhat likely Very likely Extremely likely
0% 1%
13%
29%
57%
2% 2%
12%
26%
57%
0% 2%
9%
39%
50%
TMG - Intent to Return
2010 2011 2012
N = 327
On average, 86% are 'Very' or
'Extremely likely' to return to
the TMG's in the future.
0%
20%
40%
60%
80%
100%
Not at all likely Not very likely Somewhat likely Very likely Extremely likely
1% 1%
24% 29%
44%
4% 5%
20%
32%
39%
1% 3%
17%
42% 37%
TMG - Intent to Return (First -time Attendees)
2010 2011 2012
N = 144
On average, 74% of the first -
time attendees are 'Very' or
'Extremely likely' to return to
the TMG's in the future.
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% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0=Not at all likely
1
2
3
4
5
6
7
8
9
10=Extremely likely
Li
k
e
l
i
h
o
o
d
t
o
R
e
c
o
m
m
e
n
d
2012 TMG - Net Promoter Score
Passive Supporters - 19%
Detractors - 3%
Promoters - 78%
2010 NPS - 73
2011 NPS - 70
2012 NPS - 75
N = 327
Intercept Insight Loyalty Index
Intercept Insight Loyalty Index
In order to improve on loyalty, you must be able to measure it. The Intercept Insight Loyalty Index is
designedAtoAmeasureAloyaltyAbasedAonAtwoAquestions…A‘HowAlikelyAisAitAthatAyouAwillAreturnAinAtheA
future?’,AandA‘HowAlikelyAisAitAthatAyouAwillArecommendAtheATMGAtoAaAfriend/familyAmember?’
The Intercept Insight Loyalty Index bases loyalty on those who are highly likely to return and those
who are highly likely to recommend. The combined percentages is considered to be to loyalty index.
The 2012 Teva Mountain Games Intercept Insight Loyalty index is 72.
14 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
72%
28%
2012 TMG - Loyalty Index
Loyal Attendees Non -loyal Attendees
N = 327
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. Satisfac tio n 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
16
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
percentageAofAthoseAwhoAratedAaA‘4’AorA‘5’,AasAwellAasAtheAmeanAsatisfactionAratingAofAeachAattribute.
ccordingAtoAtheAHierarchyAofACustomerASatisfactionANeeds,AtheAVVFAhasA“Delighted”AtheAguestsAofAtheATevaA
Mountain Games in Overall Satisfaction, Friendliness of the staff/volunteers, Diversity of the kid/family friendly
activities,AandAwithAtheAEventAscheduling.AATheAguestsAareA“MerelyASatisfied”AwithAallAotherAattributesAmeasured.AA
TheAfriendlinessAofAtheAstaffAandAtheAfamilyAactivitiesAhadAtheAmostAimpactAonAtheAattendees’AoverallAexperienceA
this year.
17 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%
96% 99% 94% 90% 84% 83%
62%
4.7 4.9
4.5 4.3 4.3
4.1
3.3
4.7 4.9 4.7
4.4 4.4
4.2
3.7
4.7 4.9 4.7 4.5 4.4 4.3
3.7
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
0%
20%
40%
60%
80%
100%
120%
140%
Overall Satisfaction Friendliness 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
TMG - Event Attribute Ratings
Percentage who rated a '4' or '5' 2010 Percentage who rated a '4' or '5' 2011 Percentage who rated a '4' or '5' 2012
Mean Rating 2010 Mean Rating 2011 Mean Rating 2012
Favorite Event
The attendees were asked if they had a favorite event during the Teva Mountain Games. Many
provided multiple events. The top favorite events year -over -year are categorized as Dock Dogs,
Bouldering, Kayaking, and Mountain Biking.
18 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
33%
19% 24%
12%
0% 0% 0% 0% 3% 4% 0% 3% 2%
25%
19% 16% 16% 11%
3% 2% 2% 2% 1% 1% 1% 1%
TMG - Favorite Event
2011 2012
N = 327
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 was still a top concern. Parking also continued to be a concern, and the attendees
were again requesting more F&B vendors. In 2012, changes to the parking, and additional F&B
vendors would help enhance the overall experience of the TMG attendees in the future.
19 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
20%
17%
13% 9%
9%
7%
7%
6% 4% 3% 3% 2% 1%
2012 TMG - One Change to Enhance Attendee Experience
Parking Additional F&B vendors Climbing location
More free swag Signage/maps Better veiwing locations
More events/concerts/vendors Seating Other
Website/Internet information More water Schedule of events
Too crowded
N = 162
Media/Awareness
Media
InA2010,AwhenAasked,A“HowAdidAyouAhearAabout,Aand/orAwhereAdidAyouAseeAadvertisingAforAtheA
TevaAMountainAGamesAthisAyear?”,AtheAnewspaper,AandAaAfriendAorAfamilyAmemberAoptionsAwereA
mentioned the most. In 2011, word of mouth continued to be a very strong source of
communication for TMG. In 2012, word -of -mouth was the primary source of communication.
21 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
43% 48%
19%
9% 8% 7% 5%
12% 8% 2% 2% 1%
50%
37%
12%
2% 8% 5% 2% 4% 8% 2% 3%
0%
61%
20%
10% 8% 5% 5% 5% 4% 2% 2% 2% 2% 0%
TMG - Marketing/Awareness
2010 2011 2012
Vail Valley Foundation Awareness
22 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes - the Vail Valley Foundation No - but mentioned Teva No - does not know
50% 50%
29%
71%
23% 22%
55%
TMG - Do you know the name of the organization that produces
this Event?
2010 2011 2012
N = 327
Spending Habits
Spending Habits
24 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
Lodging Spend Dining Spend Gear Town Spend Retail Spend Activities Spend Total
$973,403
$651,435
$223,453 $200,341 $110,701
$2,159,333
2012 TMG - Household Spending of Guests Staying in Paid Lodging
Only those who came for the Event
Lodging Spend is equal to only
those who stayed in paid lodging
within Vail.
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
Dining Spend Gear Town Spend Retail Spend Activities Spend Total
$388,799
$63,749
$185,879
$47,073
$685,500
2012 TMG - Household Spending of all other Overnight Guests
Only those who came for the Event
Spending Habits
25 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Dining Spend Gear Town Spend Retail Spend Activities Spend Total
$45,169
$6,953 $14,407
$-
$66,530
2012 TMG - Household Spending of In -state Day Visitors
Only those who came for the Event
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Dining Spend Gear Town Spend Retail Spend Activities Spend Total
$423,744
$163,032 $128,114
$37,651
$752,541
2012 TMG - Household Spending of Local Visitors
Only those who came for the Event
Attendance and Revenue Generation
Estimated Attendance and Revenue
Generation
27 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. $85K in competitor fees is included in the 2012 Gross Revenue Generation.
Note: The 2010 attendance and revenue estimations was not derived by using the total car counts from the
TOV. For year -over -year consistency in methodology, recalculations of the 2010 and 2011 attendance and
revenue estimations were necessary (utilization of car counts, and other survey variables).
35,037
42,051 43,889
14,599 17,521 18,287 13,139 15,068 17,190
$3,424,560 $3,747,104 $3,748,904
$30,000
$530,000
$1,030,000
$1,530,000
$2,030,000
$2,530,000
$3,030,000
$3,530,000
$4,030,000
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2010 2011 2012
TMG - Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for TMG) Gross Revenue Generation
Accommodations
Accommodations
29 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary
Residence
Other Day Trip
29%
9% 5% 5%
49%
3% 0%
21%
11% 5% 6%
49%
2% 6%
26%
11% 4% 2%
43%
6% 8%
TMG - Accommodations
2010 2011 2012
N = 327
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 15 15+
42% 38%
11% 5% 1% 2%
43% 37%
14%
3% 1% 2%
45% 45%
9%
1% 0% 0%
TMG - Nights Stayed Categories
2010 2011 2012
N = 143
All accommodations average nights stayed - 3.09
Average nights stayed in paid lodging in Vail - 3.08
Accommodations
30 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
65%
3% 1%
9%
4% 3% 3% 3% 3% 1% 1% 1% 1% 2% 1%
71%
6% 4% 4% 3% 3% 3% 2% 1% 1% 1% 1% 0% 0% 0%
TMG - Town Stayed In
2011 2012
N = 143
Geographical Data
Geographics
32 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Local In -state Day Visitor In -state Overnight Out -of -state International
47%
4%
28%
20%
2%
49%
5%
23% 21%
2%
43%
9%
33%
15%
1%
TMG - Market Segment
2010 2011 2012
N = 327
0%
20%
40%
60%
80%
100%
Colorado California Texas Utah Arizona
80%
2% 2% 0% 1%
77%
2% 2% 2% 2%
83%
2% 1% 1% 1%
TMG - Top Five States of Origin
2010 2011 2012
Demographical Data
Demographics
34 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Self Spouse or
significant other
Friends Only Family
(including
children)
Family (not
including
children)
Conference Group
19% 20% 26% 27%
4% 1% 4%
12%
22%
32% 26%
6% 0% 2%
19% 26% 28%
17% 8%
0% 2%
TMG - Who Attended With
2010 2011 2012 N = 327
96%
4%
2012 TMG - Are you attending with children under 18 ?
(This question was only asked to those who were attending with Family (including children))
Yes No N = 54
Demographics
35 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
1 Child 2 Children 3 Children 4 Children 5 Children 8 Children
39% 33%
14%
4% 10% 2%
TMG - Number of Children in Attendance per Household
N = 52 Average # of children per household - 2.23
Average age of children under 18 - 8.0
0%
20%
40%
60%
80%
100%
Married w/ kids
living at home
Married w/ kids
not living at home
Married w/o kids Single w/ kids
living at home
Single w/ kids not
living at home
Single w/o
children
27%
12% 15%
4% 2%
41%
23%
11% 14%
2% 3%
46%
20%
11% 15%
2% 1%
51%
TMG - Family Status
2010 2011 2012
N = 327
Demographics
36 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
High School Some College Associates Degree (2
year)
Bachelors Degree (4
year)
Post Graduate
Degree
8% 15%
5%
50%
22%
TMG - Education Levels
N = 326
0%
20%
40%
60%
80%
100%
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% 8% 9%
21% 15% 19% 18%
8% 2%
TMG - Income Categories
2010 2011 2012
N = 301
Demographics
37 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
2% 6%
33%
26%
18% 11%
4% 2% 8%
36%
22%
15% 13%
3% 5% 9%
36%
21% 16%
10%
3%
TMG - Age Categories
2010 2011 2012
N = 321
Average age of those > 18 - 37 years
Average age of those < 18 - 8 years
Average weighted age - 35 years
0%
20%
40%
60%
80%
100%
Own Rent
57%
43% 54% 46%
TMG - Own vs. Rent
2011 2012
N = 322
Demographics
38 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
54% 46%
57%
43%
56%
44%
TMG - Gender
2010 2011 2012
N = 327
22%
78%
2012 TMG - Respondents with a Dog in Attendance
Yes No
N = 327
Competitors
Competitors
40 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
23%
77%
15%
85%
16%
84%
TMG - Are you a Competitor in the Games?
2010 2011 2012
N = 327
0%
20%
40%
60%
80%
100%
16%
1%
17%
1%
12%
1%
30%
5% 4%
18%
4% 12% 2%
20% 12% 18%
2% 4%
19%
4% 6% 2%
23% 19%
15% 2% 8% 6%
TMG - Events Competing In
2010 2011 2012
Comments
One Change - Comments
42
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•2012 - TMG One Change
•Website/app not pleasing
•Website
•Map on website w info
•Info on internet
•Update delay times
•Viewing is difficult
•Viewing hard
•Viewing difficult
•Viewing
•Viewing
•Higher bleachers
•Bleachers
•Better viewing
•Better climbing visual
•Viewer friendly events
•Grass for climbing viewers
•Vegetarian food
•Restaurants have food
stands
•More food vendors
•More food toward dock
dogs
•More food in e.golden
•More food at e.golden
•More food
•More food
•More beer tents
•More beer tents
•More beer tents
•More beer
•More beer
•More beer
•Food and water availability
•Better drink specials
•Beer tents in gold peak
•2012 - TMG One Change
•Beer tents
•Beer stands
•Beer stand gold peak
east
•Beer stand at gold peak
•Beer gates
•Beer
•Serve breakfast
•Serve beer at hs creek
•More tents
•More booths
•Status boards for events
•Signage w/ schedule
•Signage
•Signage with schedule
•Scale on map
•Program confusing
•More time details
•More info booths
•Maps clearer
•Maps
•Info
•Directions to park
•Directions to kayak
•Directions to events
•Seats
•Seating
•Seating
•Seating
•Seating
•Seating
•Seating
•Seating
•Seating
•Schedule
•Schedule
•2012 - TMG One Change
•Popular events on
weekend nights
•Parking
•Parking/more food
•Parking info
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Parking
•Water
•More water fountains
•2012 - TMG One Change
•More water
•More public water
•More h2o events
•More older kid events
•More kids activities
•More free swag
•More free swag
•More free stuff
•More free stuff
•More free beer/gear
•Free swag
•Free swag
•Free stuff
•Free food
•Free entries
•Apparel
• Swag per event
•Sunscreen
•Condense events in area
•Condense area
•Closer events
•Climbing wall closer
•Climbing venue
•Climbing far away
•Climbing far away
•Climbing far away
•Climbing closer
•Climbing closer
•Climbing closer
•Climbing closer
•Climbing closer
•Climbing closer
•Climbing closer
•Bouldering closer
•2012 - TMG One Change
•Better climbing venue
•Less spread out
•Construction
•Construction
•10k location
•More stand up paddle
•More on 1st day
•More events in red cliff
•More days
•More cool events
•More concerts
•More concerts
•More bike companies
•Longer
•Dogs @ gpeak
•Digger
•Int bridge too crowded
•Crowded
•More athlete bios
•Lower booth fees
•Daytime finals
•Bus route confusion
•Aerial footage
•Restrooms not obvious
•More hotel discount