HomeMy WebLinkAbout4.c. 2014 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
|
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|
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