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Home My WebLink About2014 Vail Arts Festival RecapEvent Recap: Vail Arts Festival Commission on Special Events August 6, 2014 Photo by Jack Affleck Vail Arts Festival: June 27-29, 2014 Event Producer: Eagle Valley Events – Laurie Asmussen, Owner Office: (970) 328-‐1182 Mobile: (970) 376-‐3756 laurie@vailartsfestival.com 2 Town of Vail | CSE | 8/6/14 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 8/6/14 Standard of excellence met by: • 80 National artists over 12 media came to Vail enhancing cultural access • Professional marketing materials and excellent customer service with Vail merchants Event Highlights 4 Town of Vail | CSE | 8/6/14 • Visitor numbers estimated at 14,472 • Lionshead area hotels served as host properties for all artists • Vail Daily Cover Wrap (Friday June 27) plus pull out section with map, merchant passport program and artist features • Coordinated with Saturday Afternoon Lionshead Family Series for additional family-oriented entertainment (scale was reduced my event producer, Blue Creek Productions) Vail Daily wrap and pullout program Event Components 5 Town of Vail | CSE | 8/6/14 Recurring • 75 artist booths • Children’s “Creative Kingdom” Art Activity Area New in 2014 • Youth Emerging Artist Contest • Adult Emerging Artists • Lionshead Merchant Passport Program • Saturday Artist Meet & Greet Happy Hour Vail Daily wrap pull out program Event Strengths & Weaknesses 6 Town of Vail | CSE | 8/6/14 Exceeded expectations: • Dramatically expanded event activation. With initial 2014 interest groundwork is laid for 2015 growth • Improved professional branding, creative, marketing and public relations Room for improvement: • Recruit regional funding sponsorship for programming (cash). • Expansion of development 9-months in advance. (2015 has begun) • Continue to increase ‘treat stop’ outside food vendors • Merchant Passport Program: Earlier commitment from Lionshead Merchants • Find appropriate space for musical entertainment pockets Event Budget 7 Town of Vail | CSE | 8/6/14 • Total event budget: $45,837 • CSE funds: $10,000 • Profit and loss: Profit $2500 • Funding utilization: Professional branding, marketing, public relations and development services • In-kind sponsorship: $4550 • Cash sponsorship: $300 * Event producer to attach detailed budget for recap Estimated Results* Attendance Numbers 8 Town of Vail | CSE | 8/6/14 * Based on survey results. • EsKmated aLendance: 14,472 • Non-‐Kcketed event esKmate aLendees based on last year’s parking transacKons • % of people in Vail specifically for event: 30% • % of people aLended previous years: 41% 2014 CommemoraKve Poster Estimated Results* Demographic Profile 9 Town of Vail | CSE | 8/6/14 ALendees came from (local, regional, out of state, internaKonal): • 24% were locals • 55% were from Colorado • 34% aLended with family including children (average age 8.7yoa) Average age and income bracket of aLendees: • Mean age 52: Survey trend shows returning guest is aging with event * Based on survey results. Estimated Results* Event Attendee Estimated Spending 10 Town of Vail | CSE | 8/6/14 Lodging: • % aLendees stayed in Town of Vail: 72% • Average amount spent on lodging/day: $193 (down from $369) • EsKmated room nights booked due to event associaKon: 225 alone from arKsts + 771 guest nights • Lodging call to acKon: ArKst packet (qty 80) included direct phone # to to each sponsoring hotel for discounted rate (Antlers, Li‘ House) • Dining: $110,503 • Shopping: $55,117 • Vail Arts FesKval: $35,705 • AcKviKes: $60,783 * Based on survey results. Estimated Return on Investment (ROI)* 11 Town of Vail | CSE | 8/6/14 AddiKonal Town of Vail spending event generated: 890K RaKo of increased revenue to amount of funding received: •  $10, 000 sponsorship: 1 to 89 • $5600 paid to TOV for outside vendor fees; $10,000-‐$5600= $4400. Balance: 1 to 202 Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** $5961 * Based on survey results. ** The TOV collects 4% sales tax with the excepKon of short-‐term lodging which collects 5.4% a‘er the addiKon of a 1.4% local markeKng district tax. For more informaKon: hLp://www.vailgov.com/ subpage.asp?dept_id=48 Visitor Intent to Return* 12 Town of Vail | CSE | 8/6/14 SaKsfacKon raKngs: • 4.6 on a scale of 1 (not at all) to 5 (extremely saKsfied) • NPS 51 (On target with industry norm for surveyor. 2013=57. 2012=61) • 50% likely to return Eagle Valley Events has aLached survey for reference. Guest comments for improvement: Make the sun stay out. More and easier parking. * Based on survey results. Topline Marketing Efforts 13 Town of Vail | CSE | 8/6/14 • New Web Site: vailartsfestival.com • New Facebook page: facebook.com/vailartsfestival • Inaugural social media contest: Youth Emerging Artist Contest (Votigo Platform) • Roundabout Banners • Posters: 300 • Postcards: 1000 • PR: Vail Daily & Vail Weekly editorial coverage Website feature, Social Media Contest Topline Marketing Efforts (continued) 14 Town of Vail | CSE | 8/6/14 • Local Radio: KSKE 8 daily/30-‐second spots ran 3 weeks prior; KZYR 6 daily/ 30-‐second spots 2 week prior • Local TV: TV8 Four Good Morning Vail Segments and Saturday morning spot announcement • Local print: Vail Daily. Ads ran 3 weeks prior – included 1 full, 3 half, online banner ads; Full cover wrap and interior pull out program Web site page; Full page ad Community Contribution 15 Town of Vail | CSE | 8/6/14 Impact on Vail’s sense of community: • Specific site layout and suggestions from Lionshead Merchants Group help improve flow and merchant participation. • Created new event activations for merchants: • Boarding Pass Contest: 9 merchants, 2 ‘taste stops’ and 1 happy hour – drove guests into businesses. Grand Prize: Airfare, lodging and art fest in Dallas. • Adult Emerging Artist Program • Youth Emerging Artist Contest: 2 sponsors. Prize: 4 Adventure Ridge tickets and Blue Moose certificate Youth Emerging ArKst Contest winner Sustainability Efforts Green Measures 16 Town of Vail | CSE | 8/6/14 • Canvas shopping bags available at merchandise tent. No plastic bags were used • Banners and signs were re-used from the past • 2014 new directional signage is reusable for future years New 2014 direcKonal signage Additional Information 17 Town of Vail | CSE | 8/6/14 • Budget • ROI provided page 11 Additional documents attached to presentation: Kid’s” CreaKve Kingdom” sponsored by Montaneros Prepared by Laurie Asmussen 8/1/14 Page 1 Vail Arts Festival 2014: Final budget 20% Profit $2,500 TOTAL $45,873 Insurance 3,420 8% Labor 5,505 Permits Administrative Expenses 12% Private Security 1,525 3% Town of Vail Business License Fees 5,625 12% Artist application website Activation-New Programs Equipment rental Website development Sound system Entertainment/Roving, musical Lodging Operating Expenses 10,600 23% Merchandise Children's Creative Kingdom Decor Street banners Event banners/signage Event supplies 9,877 22% Radio ads Printing/posters/brochures Newspaper ads/insert Expenses Advertising/Promotions $9,321 $44,171TOTAL Merchandise sales 421 Artist Fees 33,750 Revenues TOV Sponsorship $10,000 Vail Arts Festival June 2014 Prepared for: Eagle Valley Events 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 …..…………………………………………………………………………………………………………………….. 9 Recommendation (Net Promoter Score) …………………………………………………………………………………………. 11 Event Performance…………………………………………………………………………………………………………………………… 13 Media/Awareness ……………………………………………………………………………………………………………………………. 17 Spending Habits ……………………………………………………………………………………………………………………………….. 19 Attendance/Revenue Generation …………………………………………………………………………………………………….. 22 Accommodations …………………………………………………………………………………………………………………………….. 24 Geographical Data ……………………………………………………………………………………………………………………………. 27 Demographical Data …………………………………………………………………………………………………………………………. 29 Favorite Summer-time activities …….………………………………………………………………………………………………… 36 End of Report INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This was the fifth year Eagle Valley Events has invested in a third party research company, Intercept Insight, LLC, to conduct intercept surveys during the Vail Arts Festival to help quantify decisions and increase performance related to the event. With this insight, the Eagle Valley Events 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. Eagle Valley Events identified several objectives for this study. Objectives:  Attendee details (e.g. reason for visiting Vail, prior attendance, loyalty)  Intent to return to the event  Quantify recommendations  Evaluate event performance  Estimate spending habits  Estimate revenue generation  Understand media effectiveness/awareness  Obtain demographical and geographical data  Determine accommodations, nights stayed, town stayed in, etc.  Lifestyle Categories  Venue access (e.g. drove, parking, bus ridership, etc.) Objectives 1 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Eagle Valley Events 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 uploaded on handheld devices. The surveys were conducted in -person using the handheld devices to collect the data. In-person intercepts were conducted on Friday, Saturday, and Sunday (June 27th - 29th, 2014) throughout the Arrabelle at Vail Square in the Lionshead Mall. 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. Once the daily quotas were met the data was downloaded using a statistical software, and prepared for analysis and reporting. Methodology 2 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 It is important to remember that this is a tool for gathering event attendees’ opinions and feedback. Many of the results are presented in terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than 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 priate to focus attention on the general trends and patterns in the data rather than on the individual percentages. Eagle Valley Events engaged Intercept Insight, LLC for research services/in-person intercepts during the 2014 Vail Arts Festival. These services included strategy and execution, survey development, programming, analysis, reporting, and staffing. Surveyors using handheld data collection tools conducted in-person intercepts throughout the Lionshead Mall in Vail. 109 surveys were conducted over the cour se of the event, which provides a 9.3% margin of error at a 95% confidence interval with the data collected. Last year’s estimates of the total number of vehicle transactions within the parking structures, and the number of cars parked along the frontage road during the course of the event were used in 2014 due to the Lionshead structure’s upgrade. Using the total transactions, car counts, and data from specific survey questions, the total estimated attendance of the Vail Arts Festival was 14,472 with a +/- 20% margin for error. Using the estimated attendance and specific survey questions regarding accommodations, spending habits, and the percentage of those who came to Vail specifically for this event, an estimated revenue generation for the Town of Vail was calculated. The Vail Arts Festival was responsible for generating approximately $890K, with a +/- 20% margin for error, within the Town of Vail. Overall Satisfaction with the Vail Arts Festival was extremely high with a mean satisfaction rating of 4.6 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. The likelihood for the attendees to recommend this event was again very positive in 201 4 earning a Net Promoter Score of 51. “Word-of-mouth” was the most selected option when asked “How did you hear about, and/or where did you see advertising for this event this year?” Locals made up 24% of the attendance, while 72% of the attendees were overnight guests, and 55% of the total attendees were f rom Colorado. 88% of those staying in paid lodging stayed in Vail, and stayed an average of 2.9 nights. The mean age of the att endees was 52, with 46% and 54% being male and female respectively. 34% attended with their spouse/significant other, while 34% attended with family inclu ding children. The average number of children per family in attendance was 2.0, and the average age of children under 18 was 8.7 years. 19% attended with a dog, and many of the respondents are outdoor enthusiasts, travelers, and wine & foodies, who enjoy hiking, tr aveling, and golf most during the summer months. Overview and Summary 3 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086  Total completed surveys – 109  Sample size provides statistical validity with an error rate of 9.3% at a 95% confidence interval  Estimated attendance (based on last year’s parking transactions) – 14,472 (+/- 20% error level should be considered)  Estimated revenue generated to the Town of Vail - $890K (+/- 20% error level should be considered)  Net Promoter Score – 51  Overall Satisfaction – 4.6 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)  30% of the attendees came to Vail specifically for this event  41% of the attendees had attended this event in the past  Average number of days attended – 1.5  “Word-of-mouth” was selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”  88% of the attendees staying in paid lodging stayed in Vail  63% are “Very” or “Extremely Likely” to return in the future  46% of the first time visitors are “Very” or “Extremely Likely” to return in the future  Average nights stayed in paid lodging in Vail, CO – 2.9  Average group size of those lodging in Vail, CO – 3.4  Average age of respondents – 52  Average age of children in attendance – 8.7  Estimated number of room nights generated by the VAF – 771  Estimated average nightly rate in Vail- $193 Highlights 4 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Attendee Details Attendance 30% of the attendees planned their trip to Vail specifically for the Vail Arts Festival in 2014. In 2014, respondents attended the VAF an average of 1.5 days. 6 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Came for event Heard about it after arrival 46% 54% 42% 58% 35% 65% 38% 62% 30% 70% Vail Arts Festival - Reason for Visiting Vail 2010 2011 2012 2013 2014 N = 109 0% 20% 40% 60% 80% 100% 1 Day 2 Days 3 Days 69% 19% 12% 62% 27% 11% Vail Arts Festival - Attendance 2010 2011 2012 2013 2014 N = 109 Attendance On average, 52% are first-time VAF attendees. Retention remains strong with nearly 50% of the attendees returning year-over- year. 59% of the total attendance parked in the Lionshead parking structure. 7 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% First-year Attendee Returning Guest 40% 60% 57% 43% 53% 48% 59% 41% Vail Arts Festival - Prior Attendance 2010 2011 2012 2013 2014 N = 109 0% 20% 40% 60% 80% 100% Drove, parked in Vail Village Structure Drove, parked in Lionshead Structure Drove, parked Other Lot/Frontage Rd. Took the bus Walked/road bike 10% 66% 3% 10% 10% 4% 59% 1% 10% 27% Vail Arts Festival - Venue Access 2010 2011 2012 2013 2014 N = 109 Intention to Return Intention to Return 63% are “Very likely” or “Extremely likely” to return to the VAF year-over- year. On average, 46% of the first-time attendees are “Very likely” or “Extremely likely” to return to the VAF in the future. 9 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 12% 13% 31% 19% 25% 3% 3% 13% 32% 50% 3% 10% 19% 42% 27% 5% 6% 31% 29% 31% Vail Arts Festival - Intention to Return 2010 2011 2012 2013 2014 N = 109 On average, 63% of the respondents are 'Very' or 'Extremely Likely' to return in the future. 0% 20% 40% 60% 80% 100% Not at all Likely Not Very Likely Somewhat Likely Very Likely Extremely Likely 19% 17% 43% 10% 12% 5% 5% 22% 29% 39% 5% 16% 25% 43% 11% 8% 10% 43% 24% 16% Vail Arts Festival - First-time Attendees Intention to Return 2010 2011 2012 2013 2014 N = 64 On average, 46% of the first-time attendees are 'Very' or 'Extremely Likely' to return in the future. Recommendation Recommendation The Net Promoter Score is calculated via the following question: “On a scale of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Vail Arts Festival to a friend or family member? Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive Supporters”, and those who rate ‘0’ to ‘6’ are called detractors. The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the percentage of Promoters. 11 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 2014 Vail Arts Festival - Net Promoter Score Passive Supporters - 25% Detractors - 12% Promoters - 63% 2012 NPS - 61 2013 NPS - 57 2014 NPS - 51 N = 109 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 tion 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 13 Attribute Satisfaction Each person surveyed was asked to rate their satisfaction level with several attributes of the Vail Arts Festival on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. This graph displays the percentage of those who rated a ‘4’ or ‘5’, as well as the mean satisfaction rating of each attribute. According to the Hierarchy of Customer Satisfaction Needs, EVE has “Delighted” the guests of the VAF overall, and with all other attributes measured. 14 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 95% 97% 95% 100% 91% 96% 98% 96% 91% 96% 99% 93% 94% 97% 88% 94% 99% 92% 91% 4.6 4.5 4.4 4.5 4.4 4.7 4.8 4.7 4.5 4.7 4.9 4.7 4.7 4.7 4.6 4.7 4.9 4.7 4.6 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 Organization/Flow Family friendly activities Quality/Artists Friendliness staff Parking Variety/Artists Vail Arts Festival - Event Attribute Ratings Percentage who rated a '4' or '5' 2012 Percentage who rated a '4' or '5' 2013 Percentage who rated a '4' or '5' 2014 Mean Rating 2012 Mean Rating 2013 Mean Rating 2014 “One Change” Comments 15 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2014 Vail Arts Festival - "One Change" Comments Weather Weather Variety of prices The gold lady is creepy Parking Pamphlets Need to have more accessible restrooms More water fountains easier access More variety of art vendors More variety More sales More room spacing of vendors More realistic prices More parking More parking More music, more vendors and better art More music More kid stuff More free parking advertisement More food vendors More food vendors More food 2014 Vail Arts Festival - "One Change" Comments More fine art painting Map/directory Map at the front Map Make sun stay out Make prices cheaper more affordable Lower the prices Live music Let me come here for free Kids paint area It's the same every year Increase the size, more variety Free water Free hagendaz ice cream Free beer Free beer Few more food vendors Easier parking Better parking Baby sitting service/kids camp A town map, more information people A juried vendor list Media/Awareness Media/Awareness 17 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 54% 8% 8% 0% 5% 13% 1% 1% 34% 27% 11% 2% 29% 16% 0% 1% 39% 35% 44% 13% 0% 8% 1% 2% 0% 3% 40% 24% 20% 6% 3% 14% 1% 14% 3% 5% 32% 27% 24% 9% 6% 6% 5% 3% 3% 1% 1% 1% Vail Arts Festival - Media/Awareness (Multiple Response) 2010 2011 2012 2013 2014 Spending Habits Spending Habits 19 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 Lodging Spend Dining Spend Arts Festival Spend Retail Spend Activities Spend Total Spend $149,019 $110,503 $35,705 $55,117 $60,783 $411,128 2014 VAF - 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. Spending Habits 20 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $100,000 $200,000 $300,000 $400,000 Dining Spend Arts Festival Spend Retail Spend Activities Spend Total Spend $127,536 $124,600 $59,814 $37,484 $349,433 2014 VAF - Household Spending of all other Overnight Guests (Only those who came for the Event) $0 $50,000 $100,000 $150,000 $200,000 Dining Spend Arts Festival Spend Retail Spend Activities Spend Total Spend $25,129 $81,147 $12,318 $9,723 $128,317 2014 VAF - Household Spending of Local and In-state Day Visitors (Only those who came for the Event) Attendance and Revenue Generation Estimated Attendance and Revenue Generation 22 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 vehicle transactions within the parking structures (provided by the TOV), cars parked along the frontage road during the event, percentage of attendees who drove, average group size, and other survey data variables. “Total People“ accounts for the average number of days in attendance. “Total People (Came for Event)” accounts for the percentage of those who planned their trip to Vail for the event, and is the sample set used for the estimated “Gross Revenue Generation”. Note: Total Attendance is based on last year’s vehicle transactions within the Lionshead parking structure. The Lionshead parking structure’s vehicle tracking system was in the process of an upgrade during this event in 2014. 10,455 15,149 14,472 14,772 7,468 10,821 10,156 10,258 3,137 3,782 3,893 3,522 $836,792 $1,270,692 $1,006,293 $888,877 $(250,000) $(50,000) $150,000 $350,000 $550,000 $750,000 $950,000 $1,150,000 $1,350,000 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 2011 2012 2013 2014 VAF - Estimated Attendance and Revenue Generation Total Attendance Total People Total People (Came for VAF) Gross Revenue Generation Accommodations Accommodations 24 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 32% 10% 15% 12% 28% 0% 4% 42% 8% 15% 15% 16% 1% 3% 21% 15% 13% 18% 24% 1% 8% 33% 8% 13% 13% 23% 1% 8% 29% 11% 17% 15% 24% 5% Vail Arts Festival - Accommodations 2010 2011 2012 2013 2014 N = 109 0% 20% 40% 60% 80% 100% 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+ 29% 40% 19% 3% 2% 7% 28% 28% 28% 3% 3% 9% 19% 48% 26% 3% 2% 3% 30% 33% 22% 4% 4% 8% 26% 24% 27% 10% 13% Vail Arts Festival - Night Stayed Categories (All Accommodations) 2010 2011 2012 2013 2014 N = 78 Average nights stayed (all accommodations) - 6.7 Average nights stayed (paid lodging in Vail) - 2.9 Accommodations 25 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Vail Avon Beaver Creek Edwards Eagle Vail Arrowhead Breckenridge Denver/Front range Eagle 69% 5% 8% 1% 3% 1% 0% 63% 12% 8% 3% 5% 1% 3% 74% 11% 5% 5% 0% 2% 3% 65% 10% 6% 6% 1% 3% 3% 1% 63% 13% 9% 6% 4% 1% 1% 1% 1% Vail Arts Festival - Town Stayed In (All Accommodations) 2010 2011 2012 2013 2014 N = 78 Geographical Data Geographics 27 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 In-State Overnight Out-of-State International 25% 4% 20% 49% 1% 12% 4% 37% 44% 3% 24% 8% 27% 41% 0% 23% 8% 22% 46% 1% 24% 5% 27% 45% Vail Arts Festival - Market Segment 2010 2011 2012 2013 2014 N = 109 0% 20% 40% 60% 80% 100% Colorado Texas Arizona California Florida 49% 7% 4% 2% 2% 53% 6% 2% 3% 6% 56% 9% 4% 1% 4% 50% 9% 3% 3% 3% 55% 14% 5% 5% 3% Vail Arts Festival - Top Five States of Origin 2010 2011 2012 2013 2014 Demographical Data Demographics 29 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 34% attended with “Family (including children)”. 89% of those attending with their family (including children), were with children under 18 years of age. The average family (including children) attended with 2.0 children. The average age of children under the age of 18 in attendance was 8.7 years of age. 0% 20% 40% 60% 80% 100% Self Spouse or significant other Friends Only Friends and Family Family (including children) Family (not including children) Group 10% 38% 10% 6% 30% 6% 0% 2% 28% 12% 8% 42% 7% 1% 10% 33% 10% 7% 30% 9% 2% 10% 44% 7% 4% 21% 13% 2% 9% 34% 9% 8% 34% 6% Vail Arts Festival - Who Attended With 2010 2011 2012 2013 2014 N = 109 0% 20% 40% 60% 80% 100% Yes No 94% 7% 80% 20% 89% 11% Vail Arts Festival - Attended With Children < 18 (Asked only of those who attended with "Family (including children)") 2010 2011 2012 2013 2014 N = 37 Demographics 30 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children 31% 24% 18% 4% 4% 21% 35% 32% 18% 2% 3% 10% 49% 28% 7% 2% 3% 12% 21% 42% 15% 3% 3% 16% 37% 33% 11% 5% 4% 11% Vail Arts Festival - Family Status 2010 2011 2012 2013 2014 N = 109 0% 20% 40% 60% 80% 100% Own Rent 92% 8% Vail Arts Festival - Own vs. Rent 2010 2011 2012 2013 2014 N = 109 Demographics 31 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Some High School High School Some College Associates Degree (2 year) Bachelors Degree (4 Year) Post Graduate Degree 4% 10% 3% 51% 32% 7% 10% 3% 45% 34% 1% 5% 7% 2% 46% 39% Vail Arts Festival - Education Level 2010 2011 2012 2013 2014 N = 109 0% 20% 40% 60% 80% 100% 0% 3% 6% 14% 14% 41% 17% 5% 6% 1% 1% 3% 9% 35% 38% 6% 7% 3% 6% 2% 27% 40% 13% 2% 7% 1% 5% 3% 15% 37% 25% 7% Vail Arts Festival - Income Categories 2010 2011 2012 2013 2014 N = 87 Demographics 32 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+ 1% 4% 11% 20% 27% 23% 14% 1% 2% 14% 19% 18% 24% 22% 1% 2% 11% 29% 28% 13% 17% 4% 3% 5% 11% 24% 30% 23% 4% 2% 7% 19% 19% 24% 24% Vail Arts Festival - Age Categories (Does not include children < 18) 2010 2011 2012 2013 2014 N = 108 Average age of respondents - 52 Average age of children < 18 - 8.7 0% 20% 40% 60% 80% 100% Male Female 50% 50% 48% 52% 62% 38% 50% 50% 46% 54% Vail Arts Festival - Gender 2010 2011 2012 2013 2014 N = 109 Demographics 33 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Yes No 19% 81% Vail Arts Festival - Attended with a Dog 2010 2011 2012 2013 2014 N = 108 0% 20% 40% 60% 80% 100% Yes No 2% 98% Vail Arts Festival - Boarding Pass Program Participation 2010 2011 2012 2013 2014 N = 109 Demographics 34 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Outdoor enthusiast (camping, hunting, fishing) Traveler Wine and Foodie Sports enthusiast (hiking, biking, skiing) Health and fitness Home enthusiast (gardening, pet owner, avid reader) Tech enthusiast Investment & money Hobbies and interests (collector, crafts, home shop) Other (specify) 53% 46% 30% 40% 21% 29% 1% 3% 50% 43% 30% 32% 35% 27% 6% 13% 26% 1% Vail Arts Festival - Lifestyle Categories (Multiple Response) 2010 2011 2012 2013 2014 Favorite Summer-time Activities Favorite Summer-time Activities 36 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 65% 12% 16% 10% 27% 10% 13% 14% 1% 2% 7% 5% 6% 2% 4% 3% 56% 32% 20% 15% 26% 14% 17% 20% 7% 10% 6% 11% 1% 15% 2% 4% 3% 5% 3% 1% 61% 41% 30% 30% 27% 26% 25% 23% 21% 20% 19% 18% 16% 16% 13% 13% 11% 10% 6% 6% 5% 3% Vail Arts Festival - Favorite Summer-time Activities (Multiple Response) 2010 2011 2012 2013 2014 End of Report