HomeMy WebLinkAbout1.c. Vail events 2013 - letter of agreement4940 Pearl East Circle, Suite 103 Boulder, Colorado 80301 TEL 303/449-6558 FAX 303/449-6587
January 23, 2013
Kelli McDonald
Town of Vail
75 South Frontage Rd.
Vail, CO 81657
Re: Letter of agreement for 2013 special events research
Dear Kelli:
Thank you for conveying the Town of Vail’s decision to engage RRC Associates to conduct research on
special events in Vail in 2013. This letter of agreement outlines the scope of work and budget for the
research project.
Objectives of the research
The overall objective of the research would be to complete the special events economic impact analysis
we began in 2012, by 1) developing better estimates of attendance at specified events (currently
approximately 30+/- events), and 2) conducting visitor intercept surveys at five “Tier 1” events which are
new or were not researched last year due to timing issues, i.e. the Winter Mountain Games (Feb 8 – 10),
the Burton US Open Snowboarding Championships (Feb 25 – Mar 2), an unspecified Memorial Day food
event, the USA Pro Cycling Challenge in August, and New Year’s Eve. The information would be used to
develop updated estimates of the economic impact of each respective special event.
In the following discussion, we have broken the work program into three components:
1) Estimating attendance at each event;
2) Conducting visitor intercept economic impact surveys at five “Tier 1” events; and
3) Final reporting.
Part 1: Estimates of event attendance
Our methodological approach to estimating attendance will vary depending on the format, location, and
other circumstances of the respective events, as outlined in brief below. Note that for purposes of this
project, we are defining “attendance” as the sum of “attendee-days,” where one attendee-day is
defined as a unique person attending a specified event for any part of a day or night.
Events requiring tickets/registration for admission/participation: We anticipate using data
from event sponsors regarding ticket or registration counts, supplemented as needed with
survey data and/or other sources to convert ticket counts into unique daily attendees.
Letter of Agreement for 2013 Vail Special Events Research 2
Events with a significant registered participant component: At these events (such as many
sporting events), we will estimate attendance based on a combination of registered participant
counts (as provided by the event sponsor), supplemented with survey research to convert
“participants” into “participant days,” and to extrapolate nonparticipant spectators (e.g. by
probing number of participants and nonparticipants in party, presence of nonparticipants at
events as spectators, etc.). Additionally, “sideline counts” and other related types of counts
will also be conducted and incorporated as warranted.
Unticketed but confined events: At events where people congregate in a confined area (e.g.
many outdoor concerts and spectator events), we anticipate estimating attendance using a mix
of aerial photography (and resulting person counts), supplemented as needed with survey
research for extrapolation purposes (e.g. to track the period of time people will attend the
event, visitation of multiple event venues in a single day, etc.). We are assuming that there are
buildings in Vail from which adequate aerial photos can be taken for the respective events.
Unticketed and unconfined events: At events where spectators may be widely dispersed (e.g.
Pro Cycling Challenge), we anticipate estimating attendance using a mix of aerial photography,
“sideline” counts, and related extrapolation techniques (to be refined based on event
specifics).
Special circumstances: We recognize that special circumstances may warrant the use of special
techniques for selected events. For example, for confined events with significant pedestrian
circulation and a significant changeover of visitors throughout the course of an event day (e.g.
Farmers Market), we will likely draw on supplementary survey research, passerby counts,
and/or other techniques to help extrapolate attendance. At events where tents, vegetation, or
nighttime darkness may hinder aerial photography, we will likely supplement the photography
with on-the-ground counting techniques. At events which appear to have a history of careful
and potentially accurate attendance estimates, we will likely seek the cooperation of event
organizers to share their unique data or techniques. At events where reliable third party
tracking data should be available or collectable (e.g. Vail Restaurant Week), we will likely work
with the event organizer to ensure such data is collected.
Reasonableness checks: For the very largest events which have a measurable impact on
community infrastructure, we will endeavor to use occupancy data, parking counts, bus
ridership data, sewage flow, and/or other sources as may be identified to develop
reasonableness checks on the results. Additionally, if the Town conducts any type of generic
intercept research in 2013, we may be able to add questions that would allow us to better
estimate and “cross-check” the cumulative draw of all events combined for a given period.
Additionally, should the Town choose to add permanent or long term pedestrian counters at
key strategic locations in Town (as part of a broader effort to better understand visitation
patterns), that data would also likely be useful for this effort.
Subject to further evaluation of the precise methodological approach(es) for the respective events, we
would estimate the cost of this component of the research to be in the range of $27,000 - $32,000.
Part 2: Visitor intercept surveys at five “Tier 1” events
As noted previously, we would conduct visitor intercept surveys at five “Tier 1” events. The surveys
would focus on gathering economic impact and visitor profile metrics which are comparable to those
Letter of Agreement for 2013 Vail Special Events Research 3
collected in the 2012 research. Survey design, data collection, and analysis would each be highly similar
to those employed in the 2012 work.
The estimated cost for this portion of the work, including survey design, fielding, data entry, and data
tabulation, would be approximately $7,500 - $10,000.
Part 3: Final reporting
The final deliverable would consist of a report summarizing the methodology and findings from the
refined attendance estimates, key results from the visitor intercept research for the five “Tier 1” events,
and updated economic impact estimates for the applicable events. We are budgeting for one meeting
or presentation in Vail to review the final results.
The estimated cost for this portion of the work would be approximately $5,000 - $10,000, depending in
part on the degree to which the attendance reporting (including event-specific documentation) is
considered part of the final report work or the attendance estimation work.
Summary
We would preliminarily estimate the cost to conduct all three components of the work combined at
approximately $45,000 - $49,000, with a not-to-exceed cost (based on current project understanding) of
$49,000. This would include all elements of the research outlined above. A more precise estimate
would be provided after we have had a chance to more fully consider the event details and respective
methodological approaches.
Authorization of Work
We look forward to working with you on this project. If there are questions or comments on the
approach, please let me know. If the terms and approach described herein are acceptable, please
authorize the commencement of work by returning one signed copy of the letter of agreement.
TOWN OF VAIL RRC ASSOCIATES, INC.
AUTHORIZED SIGNATURE C. CHRISTIAN CARES, MANAGING DIRECTOR
January 23, 2013
DATE DATE