HomeMy WebLinkAbout9. RRC Presentation to Council 03-04-2014To: Vail Town Council
From: Stan Zemler, Town Manager
Kelli McDonald, Economic Development Manager
Date: March 4, 2014
Subject: 2013 Vail Event Attendance Research
I. BACKGROUND
In 2012 the Town of Vail retained RRC to conduct special events visitor profile survey research
and economic impact analyses. In 2013 the effort continued, with a special focus on gathering
accurate, standardized estimates of attendance at each TOV-funded event.
A rigorous, systematic evaluation of event attendance is an important component of the events
assessment. Given that event producers may lack the resources to conduct attendance
estimates in an accurate and systematic way, or may use varying definitions of “attendance,”
having a third party to assess attendance is a useful step to help rationalize the process of
event evaluation.
The RRC presentation summarizes attendance estimates for the 30 events which RRC was
responsible for analyzing in 2013. RRC implemented several different counting methods in
order to reach attendance estimates, including manual/”live” counts, counts via aerial
photographs, intercept survey research (to derive calculation factors such as attendee turnover
rates), parking counts, and lodging occupancy rates. Additionally, RRC utilized event
performance data provided by event producers when available and applicable. The nature of
the event determined the exact methodology used, and is discussed in further detail throughout
the final summary report submitted by RRC. Where possible, RRC often attempted to utilize
two or more different calculation approaches in order to “cross-check” estimates.
In addition to estimating attendance at all events, RRC also conducted “360 degree” evaluations
of five specified events, i.e. attendance estimates plus intercept research, to collect selected key
metrics including economic impact. These five events are listed below, and results from the
research are included in the final report.
Winter Mountain Games
Burton US Open
FEAST! Vail
USA Pro Cycling Challenge
Vail New Year’s Eve
Adjusted attendance estimates derived from a rigorous combination of methods at each of the
TOV-funded special events further allow RRC to estimate the incremental economic impact of
each event. 2013 attendance estimates were applied to key economic metrics gathered via
2012 intercept research, in order to arrive at a more accurate estimate of economic impact
generated by each event.
II. ACTION REQUESTED OF TOWN COUNCIL
Review the 2013 Vail Event Attendance Study Results and have an opportunity to ask questions
of the RRC team and staff.
III. ATTACHMENTS
RRC Power Point Presentation for the March 4 Meeting
2013 Vail Attendance Estimates Report (RRC)
Town of Vail Required Information from Event Promoters
Attendance and Economic Impact of Special Events 2013
March 4, 2014
Photo by Jack Affleck
Economic Development Office
Attendance and Economic Impact of Special Events 2013
Chris Cares
David Becher
RRC Associates
Office: 303.449.6558
chris@rrcassoc.com
david@rrcassoc.com
2Town of Vail | Economic Development Office | 3/4/14
Economic Development Office
Attendance and Economic Impact of Special Events 2013
Purpose: Phase 1 (2012) and Phase 2 (2013)
Methodology: Attendance estimates
Results
3Town of Vail | Economic Development Office | 3/4/14
Outline
Attendance and Economic Impact of Special Events 2013
4Town of Vail | Economic Development Office | 3/4/14
Phase 1 (2012)
•Measure economic impact at 30 TOV special events
•Key measures of economic impact:
•Estimated spending by event attendees on lodging, dining, shopping, & other
activities in TOV
•Estimated return on investment to TOV:
•Additional incremental spending in TOV generated by event
•Ratio of increased revenue to amount of TOV funding received
•Additional sales tax revenue accruing to TOV generated by event
•Collection of other standardized attendee metrics: attendee origin, likelihood to
recommend event, household income, etc.
Purpose
Attendance and Economic Impact of Special Events 2013
5Town of Vail | Economic Development Office | 3/4/14
Phase 2 (2013)
•Special focus on gathering accurate, standardized estimates of attendance at 30
TOV-funded events
•Apply 2012 intercept survey data to attendance estimates in order to evaluate the
incremental economic impact of each event
•Conduct 360 degree evaluations (counts and intercept surveys/economic impact) for
five 2013 events
Purpose
Attendance and Economic Impact of Special Events 2013
6Town of Vail | Economic Development Office | 3/4/14
Event Dates 360º Evaluation
Winter Mountain Games February 7-10
US Open –Burton February 25-March 2
Pink Vail March 9
Vail Film Festival March 28-31
Taste of Vail April 3-6
Spring Back to Vail April 8-14
Vail Whitewater Park Kayak Demos May 14-June 18 (6 Tuesdays)
Feast! Vail May 24-27
Summer Mountain Games June 6-9
King of the Mountain June 14-16
Vail Rocks!June 15
Lionshead Family Saturday Afternoon Club June 15-August 10 (9 Saturdays)
Vail Farmer's Market and Art Festival June 16-October 6 (17 Sundays)
Vail Arts Festival June 28-30
Vail Lacrosse Shootout June 29-July 7
Vail America Days July 4-7
Kick-It 3v3 Soccer July 26-28
Keen Kids Adventure Race August 8-11
USA Pro Cycling Challenge August 23
Gourmet on Gore August 30-September 2
Oktoberfest September 6-8, 13-15
Vail Automotive Classic September 8
America Cup September 10-15
The Vail "Living Well" Summit September 19-21
Vail Restaurant WEEK September 27-October 6
Colorado Grand Finish Line and Concours September 20-21
Vail Valley Cup Soccer Tournament October 5-6
Snow DAZE December 11-15
HoliDAZE December 20-22, 31
Vail New Year's Eve December 31
30 Events Analyzed in 2013
Attendance and Economic Impact of Special Events 2013
7Town of Vail | Economic Development Office | 3/4/14
1 attendee-day = 1 unique person attending a specified event for any part
of a day or night.
•At multi-venue events, a person who attends multiple event venues in a single
day is credited with one attendee-day.
•At multi-day events, an individual is credited with one attendee-day for each day
s/he attends the event.
•Attendance estimates are typically limited to “consumers” of the event, i.e.
spectators of or leisure participants in the event, as applicable. (Persons
involved with event production & operations excluded.)
•Casual passersby who don’t spend time at the event are excluded.
DEFINITION: Attendance=“attendee days”
Attendance and Economic Impact of Special Events 2013
8Town of Vail | Economic Development Office | 3/4/14
Approach varied depending on format, location, and other circumstances of
respective events:
•Events requiring tickets/registration: relied on counts from event organizers, supplemented
as needed with survey data and/or other sources to convert counts into unique daily attendees
•Events with a significant registered participant count (e.g. many sporting events):
extrapolated attendance via survey data (i.e. ratios of registrants to total attendees) and counts
•Unticketed but confined events (e.g. many concert events): mix of manual counts
(live/photo), with turnover/duplication controls as appropriate through survey research
•Unticketed and unconfined events (e.g. USA PCC, Summer Mtn Games, etc.): mix of
repeated live manual counts (sometimes w/ photos), with turnover/duplication controls as
appropriate through survey research
•Reasonableness checks: lodging occupancy rates and parking counts for very biggest events
•Where possible, multiple methods used to cross-check estimates
METHODOLOGY: Attendance Estimates
Attendance and Economic Impact of Special Events 2013
9Town of Vail | Economic Development Office | 3/4/14
Live Counts Photographs Intercept Surveys
Counts from
Event Producer
Ratio of Registrant to
Attendee Calculation
Parking/Lodging
Reasonableness
Checks
Winter Mountain Games x x x x x
US Open -Burton x x x x
PINK Vail x
Vail Film Festival x x x
Taste of Vail x x x
Spring Back to Vail x x x
Feast! Vail x x x x
Vail Whitewater Park Kayak Demos x x
Summer Mountain Games x x x x x x
King of the Mountain Volleyball x x x x
Vail Rocks!x x x
Lionshead Family Saturday Afternoon Club x x x
Vail Farmer's Market and Art Festival x x x x
Vail Arts Festival x x x
Vail Lacrosse Shootout x x x x x
Vail America Days x x x x
Kick-It 3v3 Soccer x x x x
Keen Kids Adventure Race x x x x x
USA Pro Cycling Challenge x x x x
Gourmet on Gore x x x
Oktoberfest x x x
Vail Automotive Classic x x
America Cup x x x x
The Vail "Living Well" Summit x
Colorado Grand Finish Line and Concours x x x x
Vail Restaurant WEEK x x
Vail Valley Cup Soccer Tournament x x x x
Snow DAZE x x
HoliDAZE x x
Vail New Year's Eve x x x x
TOTAL 27 26 21 14 9 4
METHODOLOGY: Techniques Used at Each Special Event
Attendance and Economic Impact of Special Events 2013
10Town of Vail | Economic Development Office | 3/4/14
•Photoshop grid
and individual
counting methods
were applied to
aerial
photographs to
generate and
confirm
attendance counts
at select events,
including during
Burton US Open
for the
Macklemore
concert
METHODOLOGY: Attendance Estimates
Attendance and Economic Impact of Special Events 2013
11Town of Vail | Economic Development Office | 3/4/14
•Counters were used
to conduct periodic
live counts at events
with turnover, such as
the Farmer’s Market
and Vail America
Days
METHODOLOGY: Attendance Estimates
Attendance and Economic Impact of Special Events 2013
12Town of Vail | Economic Development Office | 3/4/14
•Intercept surveys included questions for extrapolating attendance:
•Turnover factors: How much total time do you expect to spend at
(event/specific venue)?
•Duplication factors (multi-venue events): What event venues have you
visited or do you expect to visit today?
•Registrant:attendee ratios:
•Proportion of registrants and other attendees in attendee sample
•Proportion of registrants and other attendees in travel party
•Did you drive to or within Vail as part of your travel to this event?
(If yes) Where is your vehicle parked? Persons per vehicle?
METHODOLOGY: Attendance Estimates
Attendance and Economic Impact of Special Events 2013
13Town of Vail | Economic Development Office | 3/4/14
75
,
0
0
0
40
,
0
0
0
35
,
0
0
0
30
,
0
0
0
18
,
0
0
0
18
,
0
0
0
15
,
7
0
0
13
,
0
0
0
13
,
0
0
0
12
,
0
0
0
10
,
5
0
0
10
,
0
0
0
8,
0
0
0
8,
0
0
0
8,
0
0
0
6,
0
0
0
5,
0
0
0
4,
0
0
0
3,
5
0
0
2,
4
0
0
2,
4
0
0
1,
4
0
0
1,
3
2
0
1,
0
0
0
1,
0
0
0
95
0
90
0
90
0
55
0
35
0
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
At
t
e
n
d
a
n
c
e
RRC estimate of attendee-days
Overall average=11,529
INDIVIDUAL EVENT RESULTS –Attendance Estimates
(Events where attendance was not estimated by RRC in 2013 are excluded, e.g. Bravo!, Jazz Foundation, etc.)
Attendance and Economic Impact of Special Events 2013
14Town of Vail | Economic Development Office | 3/4/14
$1
3
,
1
0
9
,
0
3
1
$9
,
7
5
3
,
6
8
4
$3
,
9
5
9
,
0
2
7
$3
,
3
4
0
,
8
7
9
$3
,
1
6
9
,
0
3
2
$2
,
6
4
7
,
8
0
2
$2
,
2
0
8
,
7
3
2
$1
,
9
9
1
,
9
6
0
$1
,
6
0
5
,
3
6
0
$1
,
4
3
9
,
4
4
2
$1
,
1
6
0
,
0
1
0
$1
,
1
2
2
,
1
9
3
$9
8
2
,
9
7
3
$8
2
4
,
0
1
2
$7
8
6
,
4
9
3
$7
7
9
,
8
1
5
$5
0
0
,
2
7
8
$4
5
0
,
4
4
7
$4
4
8
,
5
8
7
$4
2
9
,
9
2
4
$3
9
8
,
7
4
6
$3
6
6
,
8
9
7
$2
6
7
,
4
2
4
$1
3
9
,
4
4
2
$1
1
2
,
0
7
4
$7
7
,
3
1
2
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
$10,000,000
$11,000,000
$12,000,000
$13,000,000
$14,000,000
$15,000,000
Di
r
e
c
t
E
c
o
n
o
m
i
c
I
m
p
a
c
t
p
Overall average=$2.0 million
INDIVIDUAL EVENT RESULTS –Direct Visitor Economic Impact
(Events where attendance was not estimated by RRC in 2013 are excluded, e.g. Bravo!, Jazz Foundation, etc.)
Attendance and Economic Impact of Special Events 2013
15Town of Vail | Economic Development Office | 3/4/14
89%83%81%77%70%63%60%57%53%51%49%49%47%47%47%46%40%40%40%39%38%35%34%30%27%
18%
49%
4%
3%3%13%
9%21%
8%
7%
7%11%
4%
16%
5%11%
20%18%
7%11%
1%
21%
4%16%19%
6%6%
4%
10%
6%
3%1%
6%
2%
11%
12%13%9%
14%
4%
8%
11%
9%11%
7%
11%
10%
3%
20%4%4%
9%
2%18%
8%
2%
2%
4%
16%13%
8%16%16%
5%
22%21%
7%
19%
20%
14%
29%
23%
22%
18%
8%19%21%
26%
30%
39%
16%
9%15%
2%4%
13%8%10%
24%
10%10%
33%
12%
4%
12%17%15%
26%
18%
30%26%22%
30%34%
21%18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pe
r
c
e
n
t
o
f
R
e
s
p
o
n
d
e
n
t
s
Full-time resident of Town of Vail
Full-time downvalley resident
Seasonal resident of Vail Valley
Day visitor to Vail
Overnight visitor to the region
INDIVIDUAL EVENT RESULTS –Visitor Type
(Events where attendance was not estimated by RRC in 2013 are excluded, e.g. Bravo!, Jazz Foundation, etc.)
Attendance and Economic Impact of Special Events 2013
16Town of Vail | Economic Development Office | 3/4/14
9.7 9.6 9.5
8.9 8.6
8.2 8.0 8.0 7.8 7.8
7.4
6.8 6.7 6.5
5.9 5.8 5.5 5.5 5.1 4.9 4.8 4.8 4.6
4.1
3.6
3.1
0
1
2
3
4
5
6
7
8
9
10
Av
e
r
a
g
e
I
m
p
o
r
t
a
n
c
e
(0
=
N
o
n
e
/
5
=
H
a
l
f
m
y
r
e
a
s
o
n
f
o
r
c
o
m
i
n
g
/
1
0
=
M
y
o
n
l
y
r
e
a
s
o
n
f
o
r
c
o
m
i
n
g
)
Overall average=6.6
INDIVIDUAL EVENT RESULTS –Importance of Event in Decision to Visit Vail
(TOV full-time residents excluded)
(Events where attendance was not estimated by RRC in 2013 are excluded, e.g. Bravo!, Jazz Foundation, etc.)
17Town of Vail | Economic Development Office | 3/4/14
Attendance and Economic Impact of Special Events 2013
Events receiving an allocation of $10,000 or more are required to present independent survey data corroborating the results.This presentation should be
accompanied by a written,post-event follow-up document which shall include:
Estimated results including the following information,per the CSE Criteria as described in the RFP:
o Attendance numbers and demographic profile:
Estimated attendance.If your event is non-ticketed,please describe what method you used to estimate the numbers of attendees.
What percentage of people came to Vail specifically for your event?What percentage of people has attended the event in previous
years?
Where did attendees come from:local,regional,out of state,international destinations?
Average age and income bracket of attendees.
o Estimated spending by event attendees:
Lodging:Please include an explanation as to how participants and/or attendees were directed to book lodging.
•What percent of attendees stayed in the Town of Vail?
•Average amount spent on lodging per day?
•Estimated number of room nights booked in association with your event.
Dining
Shopping
Other Activities
o Visitor Intent to Return and Satisfaction Ratings:Would you come back?Was if fun?Please provide the NPS (Net Promoter Score)number
determined from survey results.
o Estimated Return on Investment (ROI)to the Town of Vail:Specifically,how much additional spending within the Town of Vail was generated
by the event?What is the ratio of increased revenue to the amount of funding received?How much additional sales and lodging tax revenue
generated by the event accrued to the Town of Vail?
o (Town of Vail sales tax is 4%,Vail Local Marketing District lodging tax is an additional 1.4%).
ATTACHMENT G
Guidelines for Post-event Recaps for
All Events Receiving Public Funding:
Lessons learned: TOV and CSE have appropriate reporting guidelines in place
18Town of Vail | Economic Development Office | 3/4/14
•Attendance estimates can be complex and labor-intensive
•For many events, attendance estimates are likely to have a significant margin of error
•Event organizers & sponsors may have varying attendance definitions & standards
•Improving attendance estimates going forward:
•Clear definition of attendance
•Rigorous, transparent methodology and calculation factors
•Anchor to “hard data” (actual counts,registrants, etc.) wherever possible
•Cross-check with multiple methods and repeated measures where possible
•Balance thoroughness of data collection with objective of producing quality events
•Evaluate events holistically (multiple criteria)
•Consider evaluating events in context of overall Vail tourism & activity
Attendance and Economic Impact of Special Events 2013
Lessons learned
19Town of Vail | Economic Development Office | 3/4/14
•While our estimates help estimate direct visitor economic impact of events, there are
many other benefits of special events that make them valuable to Vail:
•Economic impacts associated with event production
•Secondary or “multiplier” economic impacts
•Enhanced guest satisfaction (influences positive word of mouth, town
reputation, likelihood of return)
•Improve visitor experience among non-attendees
•Marketing/PR impacts
•Reinforce and shape town brand
•Maintains/increases competitiveness of Vail as compared to other mountain
resorts and destinations
•Community quality of life benefits
Attendance and Economic Impact of Special Events 2013
Other Benefits of Special Events
Attendance and Economic Impact of Special Events 2013
Chris Cares
David Becher
RRC Associates
Office: 303.449.6558
chris@rrcassoc.com
david@rrcassoc.com
20Town of Vail | Economic Development Office | 3/4/14
Thank you!
Economic Development Office
Prepared for:
Town of Vail Economic Development
Office
Prepared by:
RRC Associates
4940 Pearl East Circle, Ste 103
Boulder, CO 80301
303/449-6558
2013 Vail Event Attendance Estimates
Feb. 26, 2014
TABLE OF CONTENTS
Introduction ................................................................................. 1
Definitions ...................................................................................................................... 2
Methodological Approach to Estimating Attendance ....................................................... 2
Summary of Attendance and Economic Impact Estimates ..... 3
Summary of “360 Degree” Event Evaluations .......................... 5
Event Attendance Profiles .......................................................... 6
Winter Mountain Games ................................................................................................ 6
Burton US Open .............................................................................................................. 7
Pink Vail ......................................................................................................................... 8
Vail Film Festival ............................................................................................................. 8
Taste of Vail .................................................................................................................... 8
Spring Back to Vail .......................................................................................................... 9
FEAST! Vail ................................................................................................................... 10
Vail Whitewater Park Kayak Demos .............................................................................. 11
GoPro Summer Mountain Games .................................................................................. 12
King of the Mountain .................................................................................................... 13
Vail Rocks! .................................................................................................................... 13
Lionshead Family Fun Club ............................................................................................ 14
Vail Farmer’s Market & Art Show .................................................................................. 14
Vail Arts Festival ........................................................................................................... 15
Vail Lacrosse Shootout .................................................................................................. 15
Vail America Days ......................................................................................................... 16
Kick-It 3v3 Soccer .......................................................................................................... 17
KEEN Vail Kids Adventure Race ..................................................................................... 18
USA Pro Cycling Challenge............................................................................................. 19
Gourmet on Gore .......................................................................................................... 20
Oktoberfest .................................................................................................................. 21
Vail Automotive Classic ................................................................................................. 22
America Cup ................................................................................................................. 23
The Vail “Living Well” Summit ....................................................................................... 23
Colorado Grand Finish Line and Concours ...................................................................... 24
Vail Restaurant Week ................................................................................................... 25
Vail Valley Cup Soccer Tournament ............................................................................... 25
Snow DAZE ................................................................................................................... 26
Holidaze ....................................................................................................................... 27
Vail New Years Eve ....................................................................................................... 28
Additional Factors to Consider in Event Evaluations ........... 29
Appendix: Graphs of Selected Event Metrics
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 1
Introduction
RRC Associates is pleased to submit this attendance analysis in order to help the Town of Vail
assess the economic impact and return on investment (ROI) of its 2013 events. In 2012 the
Town of Vail retained RRC to conduct special events visitor profile research and economic
impact analyses. In 2013 the effort continued, with a special focus on gathering accurate,
standardized estimates of attendance at each TOV -funded event. Given that event producers
may lack the resources to calculate attendance estimates in an accurate and systematic way, or
may use varying definitions of “attendance,” having a third party to assess attendance can help
rationalize the process of event evaluation.
This memo presents attendance estimates for the 30 events which RRC was responsible for
analyzing in 2013. RRC implemented several different calculation methods in order to reach
attendance estimates, including manual/”live” counts, counts via aerial photographs, intercept
survey research (to derive calculation factors such as attendee turnover rates, attendee
duplication factors, and registrant:spectator ratios), and event performance data provided by
event producers where available and applicable. The nature of the event determined the exact
methodology used, and is discussed in further detail below and throughout the report. Where
possible, we attempted to utilize two or more different calculation approaches in order to
“cross-check” our estimates.
In addition to estimating attendance at all events, RRC also conducted “360 degree” evaluations
of five specified events, i.e. attendance estimates, plus survey-based summaries of key
attendee characteristics, and estimates of economic impact. These five events are listed below,
and results from this research are included in this report.
Winter Mountain Games
Burton US Open
FEAST! Vail
USA Pro Cycling Challenge
Vail New Year’s Eve
While RRC feels comfortable with the attendance estimates contained herein, we recognize
that given the inexact science of crowd counting, there is always “room for improvement”
should better data or methods come forward. We would also caution that all attendance
estimates contained in this report should be viewed as approximations which are subject to a
margin of error; and thus, greater weight should be placed on the general order of magnitude
of the event attendance than on the exact point estimates.
Additionally, we would emphasize that the benefits of events extend beyond the attendance
and economic measures highlighted in this report. These benefits include such effects as
enhanced guest satisfaction, branding/marketing/PR benefits, and quality of life benefits for
local residents. Many of these additional benefits are highlighted at the end of th e report.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 2
The Appendix to this report contains a series of graphs which summarize selected key metrics
of the events under study, including economic impact, selected visitor characteristics, likelihood
to recommend the event, and other measures. The graphs are intended to help provide a fulle r
picture of the unique characteristics and diversity of the events, and illustrate some the
multiple criteria on which events can be evaluated.
Definitions
For purposes of our analyses, RRC has defined attendance as “attendee days,” where one
attendee-day is equal to one unique person attending a specified event for any part of a day or
night. At multi-venue events, a person who attends multiple event venues in a single day is
credited with one attendee-day. At multi-day events, an individual is credited with one
attendee-day for each day s/he attends the event.
It should be noted that our attendance estimates are typically limited to “consumers” of the
event, i.e. spectators of or leisure participants in the event, as applicable. Our attendance
estimates do not attempt to include persons who are involved with event production and
operations (e.g. event staff, event exhibitors, musicians in the case of a concert performance,
etc.), except to the extent that such persons intermix with “event consumers” in a large crowd
setting.
Methodological Approach to Estimating Attendance
Our methodological approach to estimating attendance varied depending on the format,
location, and other circumstances of the respective events, as outlined in brief below, and
described in more detail for each respective event later in this report .
Events requiring tickets/registration for admission/participation : For registration-
based events, we used data from event sponsors regarding ticket or registration
counts, supplemented as needed with survey data and/or other sources to convert
registration/ticket counts into unique daily attendees.
Events with a significant registered participant component: At these events (such as
many sporting events), we estimated 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 were conducted and incorporated
as warranted.
Unticketed but confined events: At events where people congregated in a confined
area (e.g. many outdoor concerts and spectator events), we estimated attendance
using a mix of manual counts (based on “live” counting or aerial photography with later
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 3
analysis), supplemented as needed with survey research for extrapolation purposes
(e.g. to track the amount of time people attended the event for turnover estimation,
visitation of multiple event venues in a single day for duplication control, etc.). We
utilized buildings in Vail or other vantage points from which adequate aerial photos
could be taken for several of these events.
Unticketed and unconfined events: At events where spectators were widely dispersed
(e.g. USA Pro Cycling Challenge – USA PCC), we estimated attendance using a mix of
photography, “live” manual counts, and related extrapolation techniques. Also, we
conducted counts periodically over the course of an event (USA PCC) to estimate peak
visitation and to better understand crowd movement over the duration of the event.
Reasonableness checks: For the very largest events which have a measurable impact
on community infrastructure (e.g. Vail America Days and Summer Mountain Games),
we endeavored to use occupancy data and parking counts to develop reasonableness
checks on the results.
Overall, we conducted intercept survey research at 21 of the 30 events to derive various
extrapolation factors that were used in the attendance calculations. We also conducted in-
person or photo-based counts at 28 of the 30 events.
Summary of Attendance and Economic Impact Estimates
Table 1 to follow summarizes RRC’s estimates of attendance and (where available) economic
impact at the events under study in 2013. With the exception of the five events added to the
study in 2013 (Winter Mountain Games, Burton, FEAST! Vail, USA PCC, and Vail’s New Year’s
Eve), the economic impact calculations are based on applying 2013 attendance estimates to
2012 economic factors (as derived from 2012 survey research). The five added 2013 events are
based on both 2013 attendance and 2013 survey factors. Again, it should be recognized that all
attendance estimates and economic impact estimates are approximations which are subject to
a margin of error, and as such, greater weight should be placed on the approximate magnitude
of the events rather than the precise point estimates.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 4
Table 1
Estimated Attendance and Economic Impact of 2013 Special Events**
*Note: With the exception of the five events added in 2013 (Winter Mountain Games, Burton, FEAST! Vail, USA PCC, and Vail’s
New Year’s Eve), the economic impact calculations are based on applying 2013 attendance estimates to 2012 economic factors
(derived from 2012 survey research). The five added 2013 events are based on both 2013 attendance and 2013 survey factors.
**Note: Table 1 excludes events for which RRC was not requested to estimate attendance, in many cases because attendance
is gated and thus known with a high degree of confidence, or because the event received a comparatively small amount of
funding from the Town of Vail. Among the exclusions are several larger Vail events such as Bravo!, Hot Summer Nights,
International Dance Festival, and Jazz Foundation, among others.
Event Name Date 2013 Attendee-Days (est.)Econ impact*
1 Winter Mountain Games Feb 7 - 10 13,000 $1,122,193
2 US Open - Burton Feb 25 - Mar 2 18,000 $1,605,360
3 Pink Vail Mar 9 1,320 not available
4 Vail Film Festival Mar 28 - 31 2,400 $366,897
5 Taste of Vail April 3 - 6 5,000 $1,439,442
6 Spring Back to Vail Apr 8 - 14 30,000 $1,991,960
7 FEAST! Vail May 24 - 27 950 $267,424
8 Vail Whitewater Park Kayak Demos May 14-Jun 18 (6 Tues)900 not available
9 GoPro Summer Mountain Games Jun 6 - 9 40,000 $3,169,032
10 King of the Mountain Jun 14 - 16 4,000 $824,012
11 Vail Rocks!Jun 14 - 15 1,000 not available
12 Lionshead Family Fun Club Jun 15 - Aug 10 (9 Sats)3,500 $500,278
13 Vail Farmer's Market and Art Festival Jun 16 - Oct 6 (17 Suns)75,000 $13,109,031
14 Vail Arts Festival Jun 28 - 30 10,000 $982,973
15 Vail Lacrosse Shootout Jun 29 - Jul 7 13,000 $2,647,802
16 Vail America Days Jul 4 - 7 35,000 $9,753,684
17 Kick-It 3v3 Soccer Jul 26 - 28 15,700 $3,959,027
18 Keen Kids Adventure Race Aug 8 - 11 2,400 $448,587
19 USA Pro Cycling Challenge Aug 23 8,000 $2,208,732
20 Gourmet on Gore Aug 30 - Sep 2 12,000 $1,160,010
21 Oktoberfest Sep 6 - 8, 13 - 15 10,500 $779,815
22 Vail Automotive Classic Sep 8 1,000 not available
23 America Cup Sep 10 - 15 350 $112,074
24 The Vail "Living Well" Summit Sep 19 - 21 550 $77,312
25 Colorado Grand Finish Line and Concours Sep 20 - 21 1,400 $139,442
26 Vail Restaurant Week Sep 27-Oct 6 8,000 $450,447
27 Vail Valley Cup Soccer Tournament Oct 5 - 6 8,000 $786,493
28 Snow Daze Dec 11-15 18,000 $3,340,879
29 HoliDaze Dec 20-22, 31 6,000 $429,924
30 New Year's Eve Dec 31 900 $398,746
TOTAL 345,870 $52,071,575
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 5
Summary of “360 Degree” Event Evaluations
Table 2 below summarizes selected key metrics for the five “new” events added in 2013, based
on RRC’s survey research and attendance analysis. A sixth event, PINK Vail, was not surveyed,
but was desired by staff to be included in the 360 evaluations; for this event, applicable data
from event producer research has been shown in the table where available. For comparison
purposes, the results for the overall profile of event attendees across all 2012 and 2013 events
are shown in the table as well.
Table 2
Summary of Selected Key Metrics for “New” Vail Events
Winter All surveyed
Mountain Burton FEAST!USA Vail's Pink 2012/13
Games US Open Vail PCC NY Eve Vail Events
VISITOR TYPE:
Overnight visitor to the region 40%46%49%47%38%n/a 49%
Day visitor to Vail 11%18%4%20%4%n/a 10%
Seasonal resident of Vail Valley 11%11%14%9%20%n/a 8%
Full-time downvalley resident 23%14%22%20%8%n/a 16%
Full-time resident of Town of Vail 15%12%10%4%30%n/a 18%
TOTAL 100%100%100%100%100%n/a 100%
OTHER EVENT METRICS:
Median annual household income $79,000 $98,000 $150,000 $129,000 $75,000 n/a $104,000
How important was this event in your
decision to visit Vail this trip? (0-10 scale)
5.5 4.6 5.5 8.2 4.1 n/a 6.5
How likely are you to recommend this
event to a friend or family member? (0-10
scale)
7.7 8.4 8.8 9.2 7.7 9.4 8.6
Ratio of net days in Vail to attendance at
event
1.46 1.31 1.23 1.57 1.88 n/a 1.53
Total amount you will spend today and
tonight (including lodging in TOV /
excluding lodging outside TOV)
$161 $264 $479 $162 $413 n/a $178
Attendee-days 13,000 18,000 950 8,000 900 1,320 345,870
Economic impact $1,122,193 $1,605,360 $267,424 $2,208,732 $398,746 n/a $52,071,575
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 6
2013 Event Attendance Profiles
Winter Mountain Games
Overview: The annual Winter Mountain Games took place Thursday, February 7 through
Sunday, February 10, and involved the several hundred registered competitors as well as
spectators. Friday, February 8, brought several inches of snow and optimal conditions for skiing
and boarding, but adverse conditions for driving. Low attendance volumes on Friday of the
event suggested that weather may have impacted the number of people who attended the
event.
Estimated attendee-days: 13,000
Methodology: Two primary methods were used to estimate attendance: 1) Direct counts of
attendees (supplemented by research to account for duplication and turnover), and 2) survey-
based inferences based on the ratio of (known) registered athletes to spectators.
Crowd for the Friday night Flobots concert. This photograph also serves as an example of the types of
photographs that were taken in order to conduct a photo analysis count through Photoshop.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 7
Burton US Open
Overview: For its 31st year, the Burton US Open relocated from Strat ton, Vermont to Vail.
Considering the expected attrition of attendees that occurs from a major event change, the
event was very well attended. Events took place from Monday, February 25 through Saturday,
March 2, but by far, Friday and Saturday were the most well-attended days of the event. Finals
competitions and strong free concert line-ups most likely accounted for the busyness of these
two days.
Estimated attendee-days: 18,000
Methodology: Real-time, on-site counts and analyses of photos of spectators were the two
primary methods utilized. RRC hired a professional photographer for this particular event, given
the event’s projected scope and size. Additionally, RRC conducted an attendee survey, both to
evaluate the visitor profile and economic impact of the event, as well as to estimate attendee
duplication and turnover factors.
Photo by Chris Miller shows crowd at the Men’s Half-Pipe Finals on Saturday, March 2
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 8
Pink Vail
Overview: Pink Vail is an organized ski charity event, during which funds are raised for the Shaw
Regional Cancer Center.
Estimated attendee-days: 1,320
Methodology: As this was a registration-based event, RRC relied on the event producer’s
attendance estimate.
Vail Film Festival
Overview: The film festival, in its tenth year, took place March 28-31. The event included
screenings of several different films, and also featured an opening and closing ceremony,
awards ceremony and concert.
Estimated attendee-days: 2,400
Methodology: RRC live counted attendance at many of the films during Friday and Sunday of
the event. This also offered the opportunity to observe the rigor with which the event staff
counted attendees at the entrance to each screening (seemingly accurately, with clicker
counters). Given the thoroughness with which the event producer appeared to counted
attendance at the venues, RRC trusts the producer’s estimate of the (duplicated) number of
attendees to the specific events. To convert from aggregate attendance at film screenings to
unduplicated attendee-days, RRC applied 2012’s survey results on average screenings attended
per person per day to calculate unique daily film attendees. RRC also used the event producer’s
counts for non-film events, and estimated unduplicated attendance across film and non-film
events.
Taste of Vail
Overview: The 22nd Taste of Vail took place April 3 through April 6. The event included an array
of activities, including special dinners, tastings, and seminars. Attendees could either purchase
a full festival pass, which allowed access to almost the entire event, or individual tickets to
events. Each event was ticketed, except for the very popular Lamb Cook Off which took place
Thursday of the event.
Estimated attendee-days: 5,000
Methodology: RRC conducted periodic live counts with clicker counters during the Lamb Cook
Off, and also live counted several of the other events that took place that weekend. A standard
turnover rate was applied to the peak attendance count of the Lamb Cook Off, in order to
capture the ebb and flow of attendees throughout that event. Additionally, intercept surveys
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 9
were conducted during the Cook Off, which asked respondents other specific Taste of Vail
events they planned to attend (for duplication control and extrapolation purposes). Combined,
the count data and survey factors were used to estimate the total number of attendee-days.
Spring Back to Vail
Overview: Spring Back to Vail was comprised of concerts, expos, and light-hearted events like
pond-skimming to celebrate the last week of the ski season. In 2013 it took place from April 8-
April 14, with the more popular events occurring Friday through Sunday.
Estimated attendee-days: 30,000
Methodology: Live counts were the primary method for counting attendance. For all of the
after party events, each restaurant was contacted for their maximum occupancy —this number
was used as the count for each after party. Expo Village event attendance was determined by
counting average attendance via clicker counter periodically throughout the course of the
event, and then applying a turnover factor (derived from survey results regarding how long
respondents planned to spend at the Expo Village that day). Friday and Saturday night concert
attendance were live counted using a grid counting method. The Sunday pond -skimming event
and concert were photographed by a professional photographer, enabling the implementation
of manual counting through a Photoshop function. The intercept surveys asked respondents to
indicate the various events they planned on attending, which allowed us to subtract duplicate
attendance across multiple venues each day.
Photo taken by Chris Miller of crowd that gathered for the World Pond Skimming Event
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 10
FEAST! Vail
Overview: FEAST! Vail had its inaugural year this past Memorial Day Weekend, and involved
several ticketed events. While a smaller-scale event, several of the ticketed events sold out,
demonstrating the overall popularity of this event.
Estimated attendee-days: 950
Methodology: Given that this was a primarily ticketed event, RRC relied on the count provided
by the event producer. RRC also conducted live counts for several of the events, corroborating
the producer’s counts. Additionally, RRC teamed up with the event producer, Highline
Entertainment, in order to survey registered event attendees post -event. The survey probed
which events respondents attended, and this data was utilized to subtract duplicated
attendance from the raw counts.
Race participants before race start, Memorial Day Valor Race
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 11
Vail Whitewater Park Kayak Demos
Overview: Held a couple hours in the evening for six Tuesdays in a row, the demos were an
opportunity to showcase Vail’s new Whitewater Park.
Estimated attendee-days: 900
Methodology: RRC live counted attendance for the demo that occurred right before the start of
the GoPro Mountain Games. This number was taken as an average, and multiplied by six to
determine the overall attendance for all of the demos.
Photo taken on June 4, 2013 of spectators gathering as participants prepared for their turn
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 12
GoPro Summer Mountain Games
Overview: 2013 represents the first year that GoPro was the headline sponsor for the annual
summer mountain games. Robust event participation among in-state and destination guests, as
well as healthy and consistent spectatorship for many of the events means that the GoPro
Games were highly attended. Particularly popular were the slackline, dock dogs, and slopestyle
events.
Estimated attendee-days: 40,000
Methodology: RRC conducted extensive manual counting at most of the individual sporting
events. Additionally, periodic live counts were conducted at the Gear Town and Adventure
Village. Photos and grid counts confirmed attendance for more well attended events. Intercept
surveys conducted over the weekend provided useful information about planned attendance at
various events, anticipated time spent in the sponsor villages, and number of days attended , to
calculate turnover and duplication factors. Additionally, given that the event had a substantial
(and known) registered participant component, survey-based ratios of competitors to total
attendees were also used to estimate attendance. Given the very large scope of the event,
parking and lodging occupancy-based reasonableness checks were also developed.
Photo of the Slackline Jam, Friday June 7, 2013
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 13
King of the Mountain
Overview: This volleyball event, like many of the sporting events held in Vail, attracts many of
its visitors as part of athletes’ and teams’ travel parties. The Sunday of the event was rainy and
cold, likely impacting some crowd sizes. Held the weekend of June 14, this event coincided with
Vail Rocks!, the Lionshead Family Fun Club, and the Vail Farmer’s Market & Art Show.
Estimated attendee-days: 4,000
Methodology: As this was a registered event, RRC relied on the event producer for the number
of registrants (615 teams with two people per team equals 1,230 athletes). Periodic, manual
“live” counts were conducted at Vail Athletic Field, Ford Park, and Red Sandstone to capture
peak attendance. Using both 2012 and 2013 intercept survey data, RRC calculated average days
at the event and the ratio of registered athletes to unregistered attendees to arrive at the
number of attendee-days.
Vail Rocks!
Overview: This two-day charity event consisted of an organized hike up Vail Mountain, with
musical performances for registered participants. In addition to the ticketed portion of the
event, there was also a free concert, open to the public.
Estimated attendee-days: 1,000
Methodology: As this was a registered event, RRC relied on the producer for the number of
registrants (408 hikers). For the concert, RRC used a clicker counter and photo verification to
count the number of attendees.
Crowd at the free post-party concert
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 14
Lionshead Family Fun Club
Overview: Running for three hours during the late afternoon on Saturdays, this weekly event
ran from June 15 until August 10. It overlapped with several other Vai l events occurring on the
same weekends: King of the Mountain, Vail Rocks!, Vail Arts Festival, Vail Lacrosse Shootout,
Vail America Days, Kick-It 3v3 Soccer, and Kids Adventure Race.
Estimated attendee-days: 3,500
Methodology: RRC conducted periodic manual counts at this event. Applying survey data from
three different intercept surveys which asked anticipated time spent at the event, a turnover
rate was calculated, resulting in a final attendance count. This number was taken as an average
applied to all nine Saturdays of the event.
Vail Farmer’s Market & Art Show
Overview: The Farmer’s Market, also a weekly event, attracted notable crowds for 17 Sundays.
While the crowd varied each week due to concurrent events and weather, peak attendance in
several weeks occurred within the same range, demonstrating the consistency of the event.
Estimated attendee-days: 75,000
Methodology: RRC conducted periodic manual “live” counts using clicker counters for five
different event days across June, July, August, and September. Intercept surveys, conducted
five times throughout the summer, asked respondents to indicate how long they planned to
spend at the market. The data allowed RRC to estimate turnover rate, applied to the average
count across the five manually counted events. The final average this calculation produced was
applied across the 17 Sundays of the event. Occupancy data from the Saturday before the
market was used to check for the variation in the manual counts. For example, Saturday, July
27, had very high occupancy (87 percent), and likewise, the densest market crowd was counted
on Sunday, July 28.
Farmer’s market, Sunday July 28
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 15
Vail Arts Festival
Overview: Vail Arts Festival is a three-day, outdoor event in its 29th year. The event is located in
Lionshead, and this year it coincided with the Lacrosse Shootout, as well as the weekly
Lionshead Family Fun Club and Farmer’s Market.
Estimated attendee-days: 10,000
Methodology: RRC counted attendees throughout the day on Saturday, using a “live” count
method with clicker counters. Counts were used to create an hourly average, multiplied by the
hours of the event. Intercept surveys conducted at the event allowed us to measure an average
number of hours visitors stayed at the event, then used to calculate a turnover rate for the day.
Additionally, survey data provided insight into the percentage of visitors also attending the
event on either Friday or Sunday, allowing for rough estimations for attendance those days.
Vail Lacrosse Shootout
Overview: Taking place across 10 days, the Shootout also coincided with Vail Arts Festival and
Vail America Days. Similar to the other sporting events, attendance was primarily driven by a
combination of athletes and their entourages.
Estimated attendee-days: 13,000
Methodology: While manual “live” counts were conducted, event parameters and survey data
were each helpful in reaching the final attendance estimate for this 10 -day event. RRC derived
participant attendance by multiplying the number of registered teams by average number of
players on each team and the number of game days for respective classes of teams. The
intercept survey data allowed us to apply the ratio of total travel party members to registered
athletes, as well as the ratio of game-days to total days attended the event, in order to
calculate total attendee-days.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 16
Vail America Days
Overview: Consisting of several different events, including concerts and family activities, Vail
America Days took place over the July 4th period. The most well-attended portion of the event
was the annual parade, for which spectators lined the streets from Golden Peak to Lionshead.
Estimated attendee-days: 35,000
Methodology: In order to count the parade, by far the most attended event of the weekend,
RRC conducted manual “live” counts of spectators. In order to do this, two trained staff each
walked along the south and north sides of the parade route with clicker counters, from the
parade origin to the parade finish. Counts were tabulated in sections of the route. Photographs
were taken in order to verify attendance in denser spots along the parade route. Additionally,
manual counts were compiled for the various concerts on the Thursday and Saturday of the
event. Respondents indicated anticipated event days, specific events attended, time spent at
Vail America days that day, and specific time spent at concerts and in the Vail Village festival
activities area through intercept surveys. The data were utilized to determine both turnover
rates and duplicate attendance. Additionally, parking data and lodging occupancy were
considered to cross check the reasonableness of attendance estimates on the peak July 4 th day.
Fourth of July Parade, spectators gather at the entrance of Lionshead Village
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 17
Kick-It 3v3 Soccer
Overview: Vail hosted the soccer tournament July 26-28 this year. Along the lines of other
participant-driven events, the soccer tournament brought in a significant number of visitors
who were there as part of a travel party supporting an athlete or team.
Estimated attendee-days: 15,700
Methodology: As this was a registered event, team counts were provided by the event
producer (295 teams). Survey data provided insight into the average players per team, average
days attended the event, and the ratio of non-players to players. Manual live counts of non-
uniformed spectators along each of the fields were also conducted as a reasonableness check.
King of the Pitch tournament, Friday July 27
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 18
KEEN Vail Kids Adventure Race
Overview: Youth aged 6 to 14 were able to register for the Adventure Race. In addition to
bringing 464 young registrants into Vail, the race also attracted their families.
Estimated attendee-days: 2,400
Methodology: RRC conducted periodic manual counts during each day of the event, counting
spectators to the actual race as well as those milling around the Family Adventure Expo.
Registration numbers were provided by the event producers. Additionally, survey data allowed
RRC to determine the average days of race attendance and the ratio of attendees to registered
participants. These figures were applied to estimate aggregate attendee days.
Event participants and families gather at the base of Gondola 1
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 19
USA Pro Cycling Challenge
Overview: Vail hosted Stage 5 of the annual USA Pro Cycling Challenge. The cyclists time-
trialed up Vail Pass, during which spectators lined up along the road to see the race. As part of
the event, there were other activities taking place in town, such as an Ice Cream Après.
Estimated attendee-days: 8,000
Methodology: RRC hired a professional cyclist to bike up and down the race route, both “live”
counting spectators and capturing live video and still footage for count verification. At the same
time, manual live counts were conducted in town and along the course out to Ford Park to
capture total attendance during the time of the race. In addition to these manual counts,
intercept surveys conducted during the event captured the other race -related events that
spectators attended, as well as the number of hours respondents anticipated spending in Vail at
such events.
Spectators gather in-town while the video feed shows spectators gathered along the race route
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 20
Gourmet on Gore
Overview: Gourmet on Gore was a culinary event taking place in Vail over Labor Day Weekend
for its seventh year. The Tasting Tour, taking place on the Friday of the holiday weekend,
involved attendees pre-purchasing tickets and sold out. The other components of the event,
including the Open-Air Tasting and Brunch on Bridge Street, were complimentary adm ission
and pay-as-you-go for tastings.
Estimated attendee-days: 12,000
Methodology: To calculate attendance at this event, RRC conducted on-site counts. Average
time at the open-air tasting, derived from the survey data, was applied to factor turnover.
Survey data also provided insight into the other events attended on a given day as well as
throughout the weekend, allowing us to subtract duplicates from a given event day.
Attendees gather at restaurants nearby the Children’s Fountain, Sunday August 31
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 21
Oktoberfest
Overview: Vail’s Oktoberfest ran for two consecutive weekends, with nearly identical events
taking place each day of the event. The event mainly centered on food and drink, but mini-
competitions, activities and concerts also bolstered activity at the event. Flooding along parts
of the Front Range (and its aftereffects), and mixed weather in Vail during the event, may have
dampened attendance from typical norms.
Estimated attendee-days: 10,500
Methodology: The methodology involved taking crowd counts at several points in time during
the event, to develop estimates of attendance “at one time” throughout the event timeframe.
A crowd turnover factor was then applied (derived from survey data regarding average time
spent at the event), to develop estimates of attendee-days.
Spectators gather for the keg bowling competition on Saturday, September 15
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 22
Vail Automotive Classic
Overview: The annual Vail Automotive Classic showcased classic vehicles in Vail Valley. The
component of the event which took place in Vail occurred on Sunday, September 9, and
involved displaying cars and a People’s Choice Awards ceremony.
Estimated attendee-days: 1,000
Methodology: Periodic on-site counts were conducted throughout the course of the event.
Survey data revealed the time respondents anticipated to spend at the event. This average was
applied to the peak count to arrive at a turnover rate, thus producing the total event
attendance.
Spectators gathered on Sunday, September 9 to view classic cars on display.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 23
The America Cup
Overview: The America Cup is a fly fishing tournament which took place September 10-15.
Professional anglers and veteran anglers registered to participate in the event, with the goal of
supporting Project Healing Waters. Most of the event took place in remote venues where the
fly fishing took place. However, there was one part of the event that was open to the publi c—
the casting competition at the International Bridge in Vail Village. Rain may have discouraged
attendance at this particular event.
Estimated attendee-days: 350
Methodology: The final estimate for America Cup was calculated by multiplying the number of
competitors (as provided by the event producer because it was a registered event), the average
days survey respondents from the 2012 intercept reported spending at the event, and the ratio
of total attendees to competitors (per survey data).
Several spectators gather at the casting competition, Thursday September 12
The Vail “Living Well” Summit
Overview: The Vail “Living Well” Summit is an interactive conference focused on health and
wellness. The event was registration-only, with no parts of the event open to the public.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 24
Estimated attendee-days: 550
Methodology: As this was a registration-only event, we relied on the event producer for
number of paid registrants to the Keynote, Friday, and Saturday sessions.
Colorado Grand Finish Line and Concours
Overview: The Colorado Grand showcases a variety of classic vehicles, and consists of a charity
tour throughout the state. After the tour, the vehicles are displayed in Lionshead.
Estimated attendee-days: 1,400
Methodology: The event producer provided estimates of the number of people in the traveling
crew, the total number of entrants, and the number of board members in the entourage as
well. Manual “live” counts were conducted on both the Friday and Saturday during which the
event took place in Vail.
Crowds view the cars on the Saturday of the event in Lionshead
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 25
Vail Restaurant Week
Overview: Taking place in both Vail and Beaver Creek, Restaurant Week featured specials set at
$20.13 across a variety of restaurants. In Vail, there were 34 participating restaurants for the
event, which occurred September 27-October 6. Snow may have impacted visitation during part
of the event.
Estimated attendee-days: 8,000
Methodology: RRC teamed up with event organizers to conduct a post-event of participating
restaurants, probing total volume of business (both revenues and guests served, in 2013 and
for the same period in 2012), as well as the number of $20.13 specials sold over the Restaurant
Week period. Six restaurants responded. RRC extrapolated th e results to the overall universe
of 34 Vail restaurants, assuming responding and non-responding restaurants had similar results.
For purposes of this analysis, the number of $20.13 specials served was assumed to be
equivalent to attendance driven by the Restaurant Week events.
Vail Valley Cup Soccer Tournament
Overview: The 14th annual Vail Valley Cup took place in several locations across Vail Valley. The
event drew in athletes with dedicated families, who ended up shoveling snow on Saturday of
the event. While weather delayed game starts, the event brought in a dedicated visitor base.
Estimated attendee-days: 8,000
Methodology: RRC estimated total attendance based on the number of enrolled teams
(assumed to be 110 teams, given that the event sold out), the average number of players per
team, the ratio of total visitors to players in travel party (per survey data), and average number
of days attended the event. The attendance count includes soccer games throughout the Vail
Valley (including downvalley locations), and assumes that all registered parties made it to Vail
for the tournament notwithstanding the bad road conditions on Friday night prior to the event.
Spectators lined the field at the Vail Mountain School on Sunday, October 6 .
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 26
Snow DAZE
Overview: This annual event represented the first major event of the 2013/14 ski season. The
event consisted of organized bar parties, sponsor village, and two concerts, headlined by
Rebelution and Big Head Todd and the Monsters, respectively.
Estimated attendee-days: 18,000
Methodology: Live counts were the primary method for counting attendance, specifically at
the concerts. Friday and Saturday night concert attendance was live counted, both using a grid
counting method and clicker-counting concert-goers as they exited the concert area. For the
grid counting method, the concert area was divided into zones using measurements that were
paced out prior to the concert. A standard metric of 5.5 people per square meter, indicative of
a very packed crowd, was applied to the first 266 square meters away from the stage. Lower
people per square meter measurements were applied to sections farther away from the stage,
as the crowd dispersed with more distance from the front of the stage. A 5 people per square
meter figure was applied to the second 266 square meters of the concert area, 4 people per
square meter for the following 133 square meters, 3.5 people per square meter for the next
200 square meters, and 1.5 people per square meter near the restrooms. This cou nting method
corroborated the number of people counted at the exit at the end of the concert s.
For all of the after party events, each restaurant was contacted for their maximum occupancy—
this number was used as the count for each after party. Expo Village attendance was assumed
to be similar to counts estimated during Spring Back to Vail.
Crowds were dense near the stage for Big Head Todd and the Monsters on Dec. 14.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 27
Holidaze
Overview: Holidaze consisted of several events, including an ice show, tree lighting, and
fireworks. The Solaris Plaza Ice Rink, Slifer Plaza, and Golden Peak hosted the festive events.
Estimated attendee-days: 6,000
Methodology: Live counts were the primary method for counting attendance. Two people
independently manually counted the crowd for the ice shows and tree lighting events. Counts
were conducted in 15-minute increments to capture variation in crowd sizes as well as
turnover. Photos were also taken to verify counts. For the fireworks that took place on New
Year’s Eve, a live counting method was also used. People were counted during the event, and
recounted as they exited the Golden Peak area.
Crowds comfortably gathered around the Solaris Plaza Ice Rink
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 28
Vail’s New Year’s Eve
Overview: This event consisted of a ticketed late-night party at the Dobson Ice Arena, featuring
music performed by a live DJ.
Estimated attendee-days: 900
Methodology: As this was a paid, ticketed event, RRC relied on the event producer’s
attendance count.
Prior to midnight, guests danced to Mix Master Mike with special guest DJ Logic at the
Dobson Ice Arena.
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 29
Additional Factors to Consider in Event Evaluations
RRC’s analyses in 2012 and 2013 focused primarily on determining the direct visitor economic
impact of events, i.e. spending in Vail by event attendees on lodging, dining, shopping, etc., as
adjusted by the importance of the event in driving the decision to visit Vail, and the degree to
which visitors stayed beyond the event timeframe. However, it should be noted that there are
many other indirect benefits of special events that make them valuable to Vail. Although the
formal analysis of these indirect effects is beyond the scope of RRC’s work, they should be
noted in order to put attendance count estimates and the economic analysis into a complete
context. Several of these benefits are highlighted below. Many of these benefits are well -
recognized by the Town in its special events planning work, but it does not hurt to be reminded
of them.
Our economic impact calculations have focused on the direct economic impacts of
events, specifically as associated with visitor spending. It is important to recognize,
however, that a variety of secondary or “multiplier” economic impacts also stem from
events, as visitor expenditures cycle through the local economy.
The economic impacts associated with event production, which are not included in our
analysis, can also be significant, particularly for larger events which involve a significant
influx of out-of-town event operations staff, exhibitors, etc., and/or events which
require extensive purchases of local goods and services, hiring of local labor, extensive
pre- and post-event preparation, etc.
Beyond generating revenue for the Town, special events are valuable insofar as they
enhance guest satisfaction. This in turn can have a variety of spinoff benefits, including
positive word of mouth, improved reputation of the Town, increased likelihood of visitor
return, and in some cases increased length of visit or stay. Vail’s overall net promoter
score, a basic metric of customer satisfaction and likelihood to recommend Vail, has
improved significantly in the past several summers as measured through continuous
intercept research by the Town. It stands to reason that the Town’s robust and varied
event schedule plays a significant role in this finding. Additionally, one recurring
question on the surveys RRC conducts at events is, “How likely are you to recommend
this event to a friend or family member?,” yielding a net promoter score for events (and
complementing the Town’s overall net promoter score). In response, guests, on
average, provide extremely positive responses to this question, thus showing a high
degree of satisfaction with most of the Town’s individual events. This satisfaction likely
becomes reflective not only of the event itself, but of visitors’ overall perception the
experience provided by the Town.
Insofar as events add vitality to the Town, they also can indirectly improve the trip
experience of visitors in town who are NOT attending events, as well as the experience
2013 Vail Event Attendance Estimates February 26, 2014
RRC Associates 30
of people who “stumble upon” an event unexpectedly and became de-facto attendees
(even though the event did not influence their decision to visit Vail). In other words,
both event attendees and non-attendees can benefit insofar as an event helps energize
the overall Town experience for event attendees and non -attendees alike.
Additionally, through special events, the Town is able to intentionally reinforce and
shape its brand. For example, Vail’s hosting of the Burton US Open for its 31st year,
after 30 years in Stratton, Vermont, highlights Vail’s standing as a superior destination
“like no place on Earth.” Further, events like the Burton US Open help Vail cultivate
specific marketing opportunities, such as targeting the youth market (in the case of the
US Open), a strategic move. By continuing to host events, both recurring and new, the
Town is able to maintain and add value to the Vail brand. Additionally, successfully
hosting large-scale events such as Burton helps provide Vail with credibility in pursuing
other competitive large-scale events in the future.
Another effect, often specifically noted by event producers, is the national and
international marketing/PR impact of events, sometimes measured in terms of the
media value of impressions. Word-of-mouth, lateral marketing, press, and social media
all add value to the special event and to the community. These communications bolster
the overall Vail brand, and introduce new an d diverse markets to Vail. Top-down (e.g.
press releases, newspaper articles, television advertisements, broadcast coverage) and
bottom-up marketing (e.g. Instagram, Facebook, Twitter, word-of-mouth) play a
significant role in visitors’ emotional connections to the Vail brand. These marketing
efforts also, directly or indirectly, motivate people to attend the specific event, or to
keep Vail on their radar for the attendance of future events (or leisure trips generally).
It should be noted that most of the other mountain resorts and destinations against
which Vail competes also use special events to attract visitors. This “raises the bar” of
visitor expectations, and thus puts Vail in the position of needing to offer an array of
events to meet those expectations and remain competitive relative to other
destinations. As such, events can be viewed not just as a tool to proactively grow
visitation, but also as a means to defensively help protect current market share.
Additionally, it should be recognized that events can bring a variety of intangible
community benefits, such as increased sense of community, community pride, civic
identity, and related benefits. In recognition of these potential benefits, the Town
currently asks event organizers to specify such benefits in their event recaps.
The breadth of event benefits should be borne in mind when evaluating events. While direct
economic benefit is an important measure, the broader types of indirect benefits are also
important when evaluating an event’s value to the Town.
Appendix: Graphs of Selected Event Metrics
2012/13
TOV
Event
Research:
Selected
Key
Metrics
$9
,
7
5
3
,
6
8
4
$3
,
9
5
9
,
0
2
7
$3
,
3
4
0
,
8
7
9
$3
,
1
6
9
,
0
3
2
$2
,
6
4
7
,
8
0
2
$2
,
2
0
8
,
7
3
2
$1
,
9
9
1
,
9
6
0
$1
,
6
0
5
,
3
6
0
$1
,
4
3
9
,
4
4
2
$1
,
1
6
0
,
0
1
0
$1
,
1
2
2
,
1
9
3
$9
8
2
,
9
7
3
$8
2
4
,
0
1
2
$7
8
6
,
4
9
3
$7
7
9
,
8
1
5
$5
0
0
,
2
7
8
$4
5
0
,
4
4
7
$4
4
8
,
5
8
7
$4
2
9
,
9
2
4
$3
9
8
,
7
4
6
$3
6
6
,
8
9
7
$2
6
7
,
4
2
4
$1
3
9
,
4
4
2
$1
1
2
,
0
7
4
$7
7
,
3
1
2
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
$10,000,000
Fa
r
m
e
r
s
M
a
r
k
e
t
Va
i
l
A
m
e
r
i
c
a
D
a
y
s
3v
3
S
o
c
c
e
r
Sn
o
w
D
a
z
e
Go
P
r
o
M
t
n
G
a
m
e
s
La
c
r
o
s
s
e
S
h
o
o
t
-
o
u
t
US
A
P
r
o
C
y
c
l
i
n
g
Sp
r
i
n
g
B
a
c
k
t
o
V
a
i
l
Bu
r
t
o
n
U
S
O
p
e
n
Ta
s
t
e
o
f
V
a
i
l
Go
u
r
m
e
t
o
n
G
o
r
e
Wi
n
t
e
r
M
t
n
G
a
m
e
s
Ar
t
s
F
e
s
t
i
v
a
l
Ki
n
g
o
f
t
h
e
M
o
u
n
t
a
i
n
VV
C
h
l
l
n
g
e
C
u
p
Ok
t
o
b
e
r
f
e
s
t
Sa
t
.
A
f
t
e
r
n
o
o
n
C
l
u
b
Va
i
l
R
e
s
t
a
u
r
a
n
t
We
e
k
Ki
d
s
A
d
v
e
n
t
u
r
e
R
a
c
e
Ho
l
i
D
a
z
e
Ne
w
Y
e
a
r
s
E
v
e
Va
i
l
F
i
l
m
F
e
s
t
i
v
a
l
FE
A
S
T
!
V
a
i
l
Co
l
o
r
a
d
o
G
r
a
n
d
Th
e
A
m
e
r
i
c
a
C
u
p
Li
v
i
n
g
W
e
l
l
S
u
m
m
i
t
PI
N
K
V
a
i
l
Va
i
l
R
o
c
k
s
!
Au
t
o
m
o
t
i
v
e
C
l
a
s
s
i
c
Wh
i
t
e
w
a
t
e
r
P
a
r
k
Ka
y
a
k
D
e
m
o
s
OV
E
R
A
L
L
-
A
L
L
EV
E
N
T
S
Di
r
e
c
t
E
c
o
n
o
m
i
c
I
m
p
a
c
t
Estimated direct economic impact to TOV
Farmers Market $13.1M
Overall average=$2.0 million
$144 $142 $178 $216
$125
$192 $162
$95
$264
$322
$177 $161 $179
$118 $113 $100
$175
$116
$235
$291
$413
$185
$479
$176
$271 $242
$178
$0
$50$100$150$200
$250$300$350
$400
$450$500
Fa
r
m
e
r
s
M
a
r
k
e
t
Va
i
l
A
m
e
r
i
c
a
D
a
y
s
3v
3
S
o
c
c
e
r
Sn
o
w
D
a
z
e
Go
P
r
o
M
t
n
G
a
m
e
s
La
c
r
o
s
s
e
S
h
o
o
t
-
o
u
t
US
A
P
r
o
C
y
c
l
i
n
g
Sp
r
i
n
g
B
a
c
k
t
o
V
a
i
l
Bu
r
t
o
n
U
S
O
p
e
n
Ta
s
t
e
o
f
V
a
i
l
Go
u
r
m
e
t
o
n
G
o
r
e
Wi
n
t
e
r
M
t
n
G
a
m
e
s
Ar
t
s
F
e
s
t
i
v
a
l
Ki
n
g
o
f
t
h
e
M
o
u
n
t
a
i
n
VV
C
h
l
l
n
g
e
C
u
p
Ok
t
o
b
e
r
f
e
s
t
Sa
t
.
A
f
t
e
r
n
o
o
n
C
l
u
b
Va
i
l
R
e
s
t
a
u
r
a
n
t
W
e
e
k
Ki
d
s
A
d
v
e
n
t
u
r
e
R
a
c
e
Ho
l
i
D
a
z
e
Ne
w
Y
e
a
r
s
E
v
e
Va
i
l
F
i
l
m
F
e
s
t
i
v
a
l
FE
A
S
T
!
V
a
i
l
Co
l
o
r
a
d
o
G
r
a
n
d
Th
e
A
m
e
r
i
c
a
C
u
p
Li
v
i
n
g
W
e
l
l
S
u
m
m
i
t
PI
N
K
V
a
i
l
Va
i
l
R
o
c
k
s
!
Au
t
o
m
o
t
i
v
e
C
l
a
s
s
i
c
Wh
i
t
e
w
a
t
e
r
P
a
r
k
K
a
y
a
k
De
m
o
s
OV
E
R
A
L
L
-
A
L
L
E
V
E
N
T
S
Sp
e
n
d
i
n
g
f
o
r
Y
o
u
r
s
e
l
f
O
n
l
y
T
o
d
a
y
a
n
d
To
n
i
g
h
t
i
n
V
a
i
l
Total amount you will spend today and tonight in TOV*Mean
*TOV full-time and seasonal residents: spending during the event timeframe only.
Overall average=$178
60%53%
89%
49%51%
83%
47%
27%
46%40%47%40%
57%
81%
63%
34%
77%
30%40%35%38%47%49%39%
70%
18%
49%
8%
7%
4%
16%11%
3%
20%
6%
18%
1%
11%
11%
7%
3%
21%
19%
13%
6%
7%16%4%
5%4%21%
9%
4%
10%
11%
13%
6%
4%9%
3%
9%
2%
11%
10%
11%
11%
12%
1%
4%
6%
9%
7%4%20%8%14%3%
2%
18%
8%
8%16%
2%
21%
5%
2%20%
30%
14%
22%
19%
23%
16%
13%
21%
4%
26%
29%
19%8%7%
22%
18%
16%
39%
16%
13%10%10%
24%
9%4%
34%
12%
26%
12%15%8%15%
4%
22%30%
17%
26%30%33%
10%18%
2%
21%18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fa
r
m
e
r
s
M
a
r
k
e
t
Va
i
l
A
m
e
r
i
c
a
D
a
y
s
3v
3
S
o
c
c
e
r
Sn
o
w
D
a
z
e
Go
P
r
o
M
t
n
G
a
m
e
s
La
c
r
o
s
s
e
S
h
o
o
t
-
o
u
t
US
A
P
r
o
C
y
c
l
i
n
g
Sp
r
i
n
g
B
a
c
k
t
o
V
a
i
l
Bu
r
t
o
n
U
S
O
p
e
n
Ta
s
t
e
o
f
V
a
i
l
Go
u
r
m
e
t
o
n
G
o
r
e
Wi
n
t
e
r
M
t
n
G
a
m
e
s
Ar
t
s
F
e
s
t
i
v
a
l
Ki
n
g
o
f
t
h
e
M
o
u
n
t
a
i
n
VV
C
h
l
l
n
g
e
C
u
p
Ok
t
o
b
e
r
f
e
s
t
Sa
t
.
A
f
t
e
r
n
o
o
n
C
l
u
b
Va
i
l
R
e
s
t
a
u
r
a
n
t
W
e
e
k
Ki
d
s
A
d
v
e
n
t
u
r
e
R
a
c
e
Ho
l
i
D
a
z
e
Ne
w
Y
e
a
r
s
E
v
e
Va
i
l
F
i
l
m
F
e
s
t
i
v
a
l
FE
A
S
T
!
V
a
i
l
Co
l
o
r
a
d
o
G
r
a
n
d
Th
e
A
m
e
r
i
c
a
C
u
p
Li
v
i
n
g
W
e
l
l
S
u
m
m
i
t
PI
N
K
V
a
i
l
Va
i
l
R
o
c
k
s
!
Au
t
o
m
o
t
i
v
e
C
l
a
s
s
i
c
Wh
i
t
e
w
a
t
e
r
P
a
r
k
Ka
y
a
k
D
e
m
o
s
OV
E
R
A
L
L
-
A
L
L
EV
E
N
T
S
Pe
r
c
e
n
t
o
f
R
e
s
p
o
n
d
e
n
t
s
Visitor type
Overnight visitor to the region Day visitor to Vail Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail
$1
1
6
,
0
0
0
$1
4
6
,
0
0
0
$1
3
0
,
0
0
0
$9
0
,
0
0
0
$8
3
,
0
0
0
$1
4
2
,
0
0
0
$1
2
9
,
0
0
0
$3
9
,
0
0
0
$9
8
,
0
0
0
$1
6
0
,
0
0
0
$1
3
6
,
0
0
0
$7
9
,
0
0
0
$1
1
3
,
0
0
0
$8
3
,
0
0
0
$1
3
5
,
0
0
0
$8
1
,
0
0
0
$1
3
7
,
0
0
0
$1
3
1
,
0
0
0
$8
8
,
0
0
0
$7
6
,
0
0
0
$7
5
,
0
0
0
$1
0
7
,
0
0
0
$1
5
0
,
0
0
0
$7
5
,
0
0
0
$1
2
2
,
0
0
0
$1
7
5
,
0
0
0
$1
0
4
,
0
0
0
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$200,000
Fa
r
m
e
r
s
M
a
r
k
e
t
Va
i
l
A
m
e
r
i
c
a
D
a
y
s
3v
3
S
o
c
c
e
r
Sn
o
w
D
a
z
e
Go
P
r
o
M
t
n
G
a
m
e
s
La
c
r
o
s
s
e
S
h
o
o
t
-
o
u
t
US
A
P
r
o
C
y
c
l
i
n
g
Sp
r
i
n
g
B
a
c
k
t
o
V
a
i
l
Bu
r
t
o
n
U
S
O
p
e
n
Ta
s
t
e
o
f
V
a
i
l
Go
u
r
m
e
t
o
n
G
o
r
e
Wi
n
t
e
r
M
t
n
G
a
m
e
s
Ar
t
s
F
e
s
t
i
v
a
l
Ki
n
g
o
f
t
h
e
M
o
u
n
t
a
i
n
VV
C
h
l
l
n
g
e
C
u
p
Ok
t
o
b
e
r
f
e
s
t
Sa
t
.
A
f
t
e
r
n
o
o
n
C
l
u
b
Va
i
l
R
e
s
t
a
u
r
a
n
t
W
e
e
k
Ki
d
s
A
d
v
e
n
t
u
r
e
R
a
c
e
Ho
l
i
D
a
z
e
Ne
w
Y
e
a
r
s
E
v
e
Va
i
l
F
i
l
m
F
e
s
t
i
v
a
l
FE
A
S
T
!
V
a
i
l
Co
l
o
r
a
d
o
G
r
a
n
d
Th
e
A
m
e
r
i
c
a
C
u
p
Li
v
i
n
g
W
e
l
l
S
u
m
m
i
t
PI
N
K
V
a
i
l
Va
i
l
R
o
c
k
s
!
Au
t
o
m
o
t
i
v
e
C
l
a
s
s
i
c
Wh
i
t
e
w
a
t
e
r
P
a
r
k
K
a
y
a
k
De
m
o
s
OV
E
R
A
L
L
-
A
L
L
EV
E
N
T
S
In
t
e
r
p
o
l
a
t
e
d
M
e
d
i
a
n
H
o
u
s
e
h
o
l
d
I
n
c
o
m
e
Median annual household income (interpolated)
Overall median=$104,000
4.9
7.4
9.7
7.8 7.8
8.9
8.2 8.0
4.6
6.5
5.1 5.5
4.8
9.5 9.6
6.8
3.1
4.8
6.7
3.6 4.1
8.0
5.5 5.9
8.6
5.8 6.5
0
1
2
3
4
5
6
7
8
9
10
Fa
r
m
e
r
s
M
a
r
k
e
t
Va
i
l
A
m
e
r
i
c
a
D
a
y
s
3v
3
S
o
c
c
e
r
Sn
o
w
D
a
z
e
Go
P
r
o
M
t
n
G
a
m
e
s
La
c
r
o
s
s
e
S
h
o
o
t
-
o
u
t
US
A
P
r
o
C
y
c
l
i
n
g
Sp
r
i
n
g
B
a
c
k
t
o
V
a
i
l
Bu
r
t
o
n
U
S
O
p
e
n
Ta
s
t
e
o
f
V
a
i
l
Go
u
r
m
e
t
o
n
G
o
r
e
Wi
n
t
e
r
M
t
n
G
a
m
e
s
Ar
t
s
F
e
s
t
i
v
a
l
Ki
n
g
o
f
t
h
e
M
o
u
n
t
a
i
n
VV
C
h
l
l
n
g
e
C
u
p
Ok
t
o
b
e
r
f
e
s
t
Sa
t
.
A
f
t
e
r
n
o
o
n
C
l
u
b
Va
i
l
R
e
s
t
a
u
r
a
n
t
W
e
e
k
Ki
d
s
A
d
v
e
n
t
u
r
e
R
a
c
e
Ho
l
i
D
a
z
e
Ne
w
Y
e
a
r
s
E
v
e
Va
i
l
F
i
l
m
F
e
s
t
i
v
a
l
FE
A
S
T
!
V
a
i
l
Co
l
o
r
a
d
o
G
r
a
n
d
Th
e
A
m
e
r
i
c
a
C
u
p
Li
v
i
n
g
W
e
l
l
S
u
m
m
i
t
PI
N
K
V
a
i
l
Va
i
l
R
o
c
k
s
!
Au
t
o
m
o
t
i
v
e
C
l
a
s
s
i
c
Wh
i
t
e
w
a
t
e
r
P
a
r
k
K
a
y
a
k
De
m
o
s
OV
E
R
A
L
L
-
A
L
L
E
V
E
N
T
S
Av
e
r
a
g
e
I
m
p
o
r
t
a
n
c
e
(0
=
N
o
n
e
/
5
=
H
a
l
f
m
y
r
e
a
s
o
n
f
o
r
c
o
m
i
n
g
/
1
0
=
M
y
o
n
l
y
re
a
s
o
n
f
o
r
c
o
m
i
n
g
)
How important was this event in your decision to visit Vail this trip? (TOV full -time residents excluded)
Overall average=6.5
8.8 9.2 8.8
8.1 8.6 9.1 9.2
8.4 8.9
7.7 7.6
8.8 8.6 8.6
7.7 8.2
9.2
6.6
7.7
8.8 9.0 9.3
8.2
9.4
8.6
0
1
2
3
4
5
6
7
8
9
10
Fa
r
m
e
r
s
M
a
r
k
e
t
Va
i
l
A
m
e
r
i
c
a
D
a
y
s
3v
3
S
o
c
c
e
r
Sn
o
w
D
a
z
e
Go
P
r
o
M
t
n
G
a
m
e
s
La
c
r
o
s
s
e
S
h
o
o
t
-
o
u
t
US
A
P
r
o
C
y
c
l
i
n
g
Sp
r
i
n
g
B
a
c
k
t
o
V
a
i
l
Bu
r
t
o
n
U
S
O
p
e
n
Ta
s
t
e
o
f
V
a
i
l
Go
u
r
m
e
t
o
n
G
o
r
e
Wi
n
t
e
r
M
t
n
G
a
m
e
s
Ar
t
s
F
e
s
t
i
v
a
l
Ki
n
g
o
f
t
h
e
M
o
u
n
t
a
i
n
VV
C
h
l
l
n
g
e
C
u
p
Ok
t
o
b
e
r
f
e
s
t
Sa
t
.
A
f
t
e
r
n
o
o
n
C
l
u
b
Va
i
l
R
e
s
t
a
u
r
a
n
t
W
e
e
k
Ki
d
s
A
d
v
e
n
t
u
r
e
R
a
c
e
Ho
l
i
D
a
z
e
Ne
w
Y
e
a
r
s
E
v
e
Va
i
l
F
i
l
m
F
e
s
t
i
v
a
l
FE
A
S
T
!
V
a
i
l
Co
l
o
r
a
d
o
G
r
a
n
d
Th
e
A
m
e
r
i
c
a
C
u
p
Li
v
i
n
g
W
e
l
l
S
u
m
m
i
t
PI
N
K
V
a
i
l
Va
i
l
R
o
c
k
s
!
Au
t
o
m
o
t
i
v
e
C
l
a
s
s
i
c
Wh
i
t
e
w
a
t
e
r
P
a
r
k
K
a
y
a
k
De
m
o
s
OV
E
R
A
L
L
-
A
L
L
E
V
E
N
T
S
Av
e
r
a
g
e
L
i
k
e
l
i
h
o
o
d
t
o
R
e
c
o
m
m
e
n
d
E
v
e
n
t
(0
=
N
o
t
a
t
a
l
l
l
i
k
e
l
y
/
5
N
e
u
t
r
a
l
/
1
0
=
E
x
t
r
e
m
e
l
y
l
i
k
e
l
y
)
Likelihood of recommending this event to a friend or family member
Overall average=8.6
75,000
35,000
15,700 18,000
40,000
13,000
8,000
30,000
18,000
5,000
12,000 13,000 10,000
4,000 8,000 10,500
3,500 8,000
2,400 6,000
900 2,400 950 1,400 350 550 1,320 1,000 1,000 900
11,529
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Fa
r
m
e
r
s
M
a
r
k
e
t
Va
i
l
A
m
e
r
i
c
a
D
a
y
s
3v
3
S
o
c
c
e
r
Sn
o
w
D
a
z
e
Go
P
r
o
M
t
n
G
a
m
e
s
La
c
r
o
s
s
e
S
h
o
o
t
-
o
u
t
US
A
P
r
o
C
y
c
l
i
n
g
Sp
r
i
n
g
B
a
c
k
t
o
V
a
i
l
Bu
r
t
o
n
U
S
O
p
e
n
Ta
s
t
e
o
f
V
a
i
l
Go
u
r
m
e
t
o
n
G
o
r
e
Wi
n
t
e
r
M
t
n
G
a
m
e
s
Ar
t
s
F
e
s
t
i
v
a
l
Ki
n
g
o
f
t
h
e
M
o
u
n
t
a
i
n
VV
C
h
l
l
n
g
e
C
u
p
Ok
t
o
b
e
r
f
e
s
t
Sa
t
.
A
f
t
e
r
n
o
o
n
C
l
u
b
Va
i
l
R
e
s
t
a
u
r
a
n
t
W
e
e
k
Ki
d
s
A
d
v
e
n
t
u
r
e
R
a
c
e
Ho
l
i
D
a
z
e
Ne
w
Y
e
a
r
s
E
v
e
Va
i
l
F
i
l
m
F
e
s
t
i
v
a
l
FE
A
S
T
!
V
a
i
l
Co
l
o
r
a
d
o
G
r
a
n
d
Th
e
A
m
e
r
i
c
a
C
u
p
Li
v
i
n
g
W
e
l
l
S
u
m
m
i
t
PI
N
K
V
a
i
l
Va
i
l
R
o
c
k
s
!
Au
t
o
m
o
t
i
v
e
C
l
a
s
s
i
c
Wh
i
t
e
w
a
t
e
r
P
a
r
k
K
a
y
a
k
De
m
o
s
OV
E
R
A
L
L
-
A
L
L
EV
E
N
T
S
At
t
e
n
d
a
n
c
e
Attendee-Days
RRC estimated attendee-days
Overall average=11,529
Guidelines for Post-event Recaps for
All Events Receiving Public Funding:
A post-event recap is required from all events receiving Town of Vail funding. Please schedule a
presentation to the Commission on Special Events within 60 days of the close of your event. Events
receiving an allocation of $10,000 or more are required to present independent survey data corroborating
the results. This presentation should be accompanied by a written, post-event follow-up document which
shall include:
Please describe how the event is compatible with the Vail Brand.
An overview outlining the event’s strengths and weaknesses: specifically, what went well and what
measures could be taken to improve the event. For repeat events, please provide a comparison to
past years.
An event budget showing actual profit and loss numbers and how the funding was utilized. Please
separate the in-kind support from cash revenues and sponsorships.
Estimated results including the following information, per the CSE Criteria as described in the RFP:
o Attendance numbers and demographic profile:
Estimated attendance. If your event is non-ticketed, please describe what method you
used to estimate the numbers of attendees.
What percentage of people came to Vail specifically for your event? What percentage of
people has attended the event in previous years?
Where did attendees come from: local, regional, out of state, international destinations?
Average age and income bracket of attendees.
o Estimated spending by event attendees:
Lodging: Please include an explanation as to how participants and/or attendees were
directed to book lodging.
What percent of attendees stayed in the Town of Vail?
Average amount spent on lodging per day?
Estimated number of room nights booked in association with your event.
Dining
Shopping
Other Activities
o Visitor Intent to Return and Satisfaction Ratings: Would you come back? Was if fun? Please
provide the NPS (Net Promoter Score) number determined from survey results.
o Estimated Return on Investment (ROI) to the Town of Vail: Specifically, how much additional
spending within the Town of Vail was generated by the event? What is the ratio of increased
revenue to the amount of funding received? How much additional sales and lodging tax revenue
generated by the event accrued to the Town of Vail?
(Town of Vail sales tax is 4%, Vail Local Marketing District lodging tax is an additional 1.4%).
A detailed overview of the marketing that was implemented to promote the event.
Potential for growth and the development of sponsorships and media exposure.
Did the event impact Vail’s “Sense of Community”?
In light of the Vail Town Council’s commitment to a sustainable environment, please describe any
and all measures that were taken to produce the event in as “green” and environmentally friendly
manner as possible.
Please submit your event re-cap electronically on the PowerPoint template provided in your funding
packet to the Special Events Coordinator at specialevents@vailgov.com, not later than noon on the
Wednesday prior to your presentation.