HomeMy WebLinkAbout2.b. 2014 Vail International Dance Festival recap overallEvent Recap: 2014 Vail International Dance Festival
Commission on Special Events
October 1, 2014
Photo by Jack Affleck
Vail International Dance Festival
July 27 – August 9, 2014
Vail Valley Foundation, Martha Brassel
Office: 970.777.2015
Mobile: 970.331.6153
mbrassel@vvf.org
2 Town of Vail | CSE | 12/15/11
“High in the Rockies amid pine forests
and ski slopes, the Vail International
Dance Festival, now in its 26th
season, has become an event of
prestige, history and startling
ambition. Each year, it features
premieres, debuts, new partnerships
and an admirably eclectic taste.”
–The New York Times
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 12/15/11
Standard of excellence met by:
•2014 marked the 26th anniversary of the Vail International Dance
Festival. Under the artistic direction of Damian Woetzel, the Festival
has developed an international reputation for being the only place to
see this unique collection of dance and dancers anywhere in the
world in a timeframe of only two weeks.
•The annual performance of NOW: Premieres has become a celebrated
evening of all new works commissioned by the Festival and later
adopted into the repertory of dance companies around the world. Each
piece has the accreditation of “Commissioned by the Vail
International Dance Festival” in perpetuity.
•Continued coverage from major national and regional publications
such as The New York Times, Los Angeles Times, Denver Post, Travel
+ Leisure, Glamour, 9News and Fox31 to name a few.
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/15/11
Exceeded expectations:
•Ticket sales in 2014 surpassed all previous levels, resulting in a 10%
increase over 2013 ticket sales and a 25% increase since 2012.
International Evenings of Dance II on 8.2.14 was the largest one-
night total in history with $102k in ticket sales.
•Overall PR impressions reached 1.5billion with $13.7million in media
value. (2013 numbers were 53million impressions with $795k in
media value.)
•Measures that could be taken for event improvement:
Areas of improvement:
•Reactivate a community event in Lionshead.
•Affordable and additional intern housing.
Event Budget
5 Town of Vail | CSE | 12/15/11
•Total event budget: $1.7M
•CSE funds: $45,000
•Profit and loss: -$48,000
•Funding utilization:
•In-kind sponsorship:$110,300
•Cash sponsorship:$51,700
* Event producer to attach detailed budget for recap International hip hop dance
sensation, Charles “Lil Buck”
Riley on top of Vail Mountain,
July 2014.
Estimated Results*
Attendance Numbers
6 Town of Vail | CSE | 12/15/11
* Based on survey results.
•Estimated attendance: 20,760 ticket holders + free event attendance (approx. 3,500)
•9 paid performances @ GRFA
•2 paid performances @ VPAC
•1 FREE performance @ GRFA
•7 master dance classes (280 students)
•5 FREE Dancing in the Streets Events
•National Dance Day – Line Dancing
•Barre to Barre – Ballet & Fitness
•Dancing in the Streets – BalletX
•Milonga – Tango
•Vail Farmer’s Market – Dancing & Autograph Signing
•90 local students in Celebrate the Beat “Pop Hop Camp”
•1 Flash Mob at intersection of Bridge & Gore – Martha Graham Dance Company
•% of people in Vail specifically for event: 89% (up from 72% in 2013)
•% of people attended previous years: 79% (up from 70% in 2013)
Estimated Results*
Demographic Profile
7 Town of Vail | CSE | 12/15/11
•Attendees came from (local, regional, out of state, international):
•Local: 24%
•In-State Day Visitors: 5%
•In-State Overnight Visitors: 39%
•Out-of-State Visitors: 30% (FL, TX, NY, IL)
•International Visitors: 2%
•Average age and income bracket of attendees:
•Average age: 59 / Average age of children <18: 11
•Income levels:
Students – 2%
0 – $24,999 – 3%
$25 – $54,999 – 6%
$55 – $74,999 – 9%
$75 – $99,999 – 14%
$100k – $199,999 – 26%
$200k – $499,999 – 27%
$500k+ – 13% * Based on survey results.
Pacific Northwest Ballet’s Carla Korbes
and New York City Ballet’s Robert
Fairchild perform together in Vail.
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 12/15/11
•Lodging: $883,061
•% attendees stayed in Town of Vail: 63%
•Average amount spent on lodging/day: $293/day totaling $908/stay
•Estimated room nights booked due to event association:
•3,009 rooms booked by visitors to the Festival
•1,520 rooms booked by VVF for Festival personnel & artists
•Lodging call to action: EGE, DIA and partner lodge info on website
•Dining: $939,304
•$423,527 = guests staying in paid lodging
•$353,028 = overnight guests staying in “other” lodging
•$162,749 = local and in-state day visitors
•Shopping: $600,740
•$317,854 = guests staying in paid lodging
•$239,909 = overnight guests staying in “other” lodging
•$42,977 = local and in-state day visitors
•Other Activities: $331,979 (Hiking, Biking, Golf, Spa, Rafting, Fishing, Tennis, etc.)
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 12/15/11
•Additional Town of Vail spending event generated: $3,434,455
•Ratio of increased revenue to amount of funding received: $2.73:$1
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax: $123,232**
•Lodging = $48,352
•Dining = $37,572
•Shopping = $24,029
•Other Activities = $13,279
* Based on survey results.
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information:
http://www.vailgov.com/subpage.asp?dept_id=48
Visitor Intent to Return*
10 Town of Vail | CSE | 12/15/11
Satisfaction ratings:
•Overall satisfaction rating of 96%
89% - Availability of space and seating
66% - Quality of onsite food & beverage
81% - Service from food & beverage staff
84% - Knowledge and friendliness of staff/volunteers
59% - Parking and access to the venue
98% - Quality of the performances
•Net Promoter Score of 87
•87% of respondents are “very” or “extremely likely”
to return to the Vail International Dance Festival
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 12/15/11
•Unprecedented PR audience numbers and media value of
1.5 billion impressions resulting in $13.7 million in
earned media value. Top media hits include The New York
Times, Los Angeles Times, Travel + Leisure, Glamour and
CBS “This Morning.”
•Overall digital audience growth of 55% (from 2013) with
avid followers on Facebook, Twitter, Instagram and
YouTube. A combined audience of 15,553,454 on social
media channels represented $78,041 in media value. A
combined audience of 4,009,367 on non-social channels
and email blasts represented $150,458 in media value.
•Traditional print advertising resulted in 3,806,390
audience impressions and $108,298 in media value.
Community Contribution
12 Town of Vail | CSE | 12/15/11
Impact on Vail’s sense of community:
•The 2014 Vail International Dance Festival produced 9 Evening
Performances, 7 Master Classes, 5 Dancing in the Streets Events and
1 Flash Mob on Bridge & Gore in Vail. 90 local children participated in
Celebrate the Beat Pop Hop Camp and performed on International
Evenings of Dance I on the Gerald R. Ford Amphitheater stage. 175
volunteers worked approximately 2,300 hours to bring the Festival to
life. The Vail Performing Arts Academy, Vail Valley Academy of Dance
and the local students through the VIDF Ambassador and Internship
program are engaged with the Festival and help spread the excitement
to all corners of Vail during the two-week celebration of dance.
“…Vail International Dance Festival – Where Stars Come to Shine in New
and Unexpected Ways.” –The New York Times
Sustainability Efforts
Green Measures
13 Town of Vail | CSE | 12/15/11
•Refillable water bottles are used at the Festival v. bottled water
•Robust paper recycling program
•Our staff commutes around town on bicycles (compliments of
Christy Sports)
Additional Information
14 Town of Vail | CSE | 12/15/11
•Provide detailed budget in attachment please
•Provide ROI explanation in attachment please
Additional documents attached to presentation:
Vail Valley Foundation
Vail International Dance Festival
Statement of Operations *
2013-14 2013-14
Forecast Budget
REVENUES
Development
Cornerstone $100,000.00 $90,000.00
Vail Valley Member $27,800.00 $30,000.00
Community Member $10,840.00 $12,000.00
Supporting Member $16,350.00 $20,000.00
Contributing Member $2,600.00 $5,500.00
Board Donor $0.00 $30,000.00
Presenting Circle $135,000.00 $160,000.00
Underwriter's Circle $205,550.00 $200,000.00
Platinum Dress Circle $57,648.00 $80,000.00
Gold Dress Circle $86,010.00 $80,000.00
Silver Dress Circle $37,500.00 $35,000.00
Diamond Dress Circle $121,000.00 $60,000.00
Total Development $800,298.00 $802,500.00
Sponsorship
Gold Sponsor $20,000.00 $75,000.00 $20K Forecast is Volvo - at risk
Silver Sponsor $17,500.00 $40,000.00
Community Sponsor $14,200.00 $20,000.00
Total Sponsorship $51,700.00 $135,000.00
Government
Government Support $45,000.00 $45,000.00
Total Government $45,000.00 $45,000.00
Ticketing
Ticket Sales $637,000.00 $578,000.00
Total Ticketing $637,000.00 $578,000.00
Other
Merchandise Sales $8,500.00 $8,500.00
Fundraising Event $40,000.00 $40,000.00
Miscellaneous Income $3,500.00 $3,500.00
Total Other $52,000.00 $52,000.00
Trades
Traded Goods $33,748.00 $16,500.00
Traded Lodging $46,546.00 $77,000.00
Traded Marketing $30,000.00 $30,000.00
Total Trades $110,294.00 $123,500.00
TOTAL REVENUES $1,696,292.00 $1,736,000.00
EXPENSES
Production - Direct
Contract Labor $85,069.50 $80,000.00
Equipment Rental $5,455.00 $6,500.00
Facility $4,550.00 $4,000.00
Lodging $98,532.00 $88,000.00
Non-Social Food $10,000.00 $16,000.00
Per Diem $4,000.00 $4,000.00
Production Costs $78,009.00 $55,000.00
Ticketing $25,000.00 $25,000.00
Transportation $68,650.00 $77,000.00
Total Production - Direct $379,265.50 $355,500.00
Production - Indirect
Banners $2,250.00 $2,500.00
Insurance $5,000.00 $5,000.00
Merchandise $6,500.00 $6,500.00
Permits $500.00 $500.00
Signs $500.00 $750.00
Total Production - Indirect $14,750.00 $15,250.00
G&A
Bad Debt $0.00 $0.00
Dues & Subscriptions $300.00 $300.00
Entertainment $4,096.00 $3,000.00
Gifts $5,686.00 $5,750.00
Internet $600.00 $600.00
Mail - Bulk/Direct $5,000.00 $5,000.00
Mail - Postage/Shipping $1,250.00 $1,250.00
Membership/Development Exp $3,000.00 $0.00
Sales Team $8,119.00 $6,000.00
Supplies $1,908.00 $1,750.00
Cell Phone $500.00 $500.00
Website $0.00 $0.00
Total G&A $30,459.00 $24,150.00
Labor
VIDF Labor $620,247.00 $608,869.00
Marketing
MKTG - Creative Development $9,500.00 $14,500.00
MKTG - Digital Advertising $9,100.00 $4,600.00
MKTG - Digital Dues/Subscriptions $264.98 $0.00
MKTG - Print Advertising $36,900.00 $38,900.00
MKTG - Team Expense $10,700.00 $7,700.00
MKTG - Photography $5,785.00 $5,600.00
MKTG - Printed Collateral $12,200.00 $12,450.00
MKTG - Public Relations $19,500.00 $17,000.00
MKTG - Radio $2,000.00 $2,500.00
MKTG - Market Research $4,500.00 $4,500.00
MKTG - TV Advertising $2,015.00 $8,200.00
MKTG - Video $13,500.00 $13,500.00
Press Packet $0.00 $0.00
Total Marketing $125,964.98 $129,450.00
Social Gala
Invitations $4,125.00 $4,000.00
Social - Decorations $3,000.00 $3,000.00
Social - Entertainment $500.00 $500.00
Social - Food & Beverage $25,400.00 $25,400.00
Social-Fundraising Event $21,100.00 $4,500.00
Social - Other $500.00 $500.00
Social - Rentals $2,205.00 $2,150.00
Total Social Gala $56,830.00 $40,050.00
Talent
Talent/Performers $396,775.00 $395,000.00
Talent/Musicians $10,000.00 $0.00
Total Talent $406,775.00 $395,000.00
Trades
Traded Goods $33,748.00 $16,500.00
Traded Lodging $46,546.00 $77,000.00
Traded Marketing $30,000.00 $30,000.00
Total Trades $110,294.00 $123,500.00
TOTAL EXPENSES $1,744,585.48 $1,691,769.00
NET SURPLUS/(DEFICIT)($48,293.48)$44,231.00
* Pre-festival budget forecast, post festival numbers will be available October 15, 2014
Vail International Dance Festival
August 2014
Prepared for:
Vail Valley Foundation
Prepared by:
Intercept Insight, LLC
PO Box 2078
Avon, CO 81620
970.331.1086
www.interceptinsight.com
Table of Contents
Table of Contents
Objectives ………………………………………………………………………………………………………………………………………………………….. 1
Methodology ……………………………………………………………………………………………………………………………………………………. 2
Overview and Summary ………………………………………………………………………………………………………………………………….. 3
Highlights ……………………………………………………………………………………………………………………………………………………………. 4
Detailed Findings
Attendee Details ……………………………………………………………………………………………………………………………… 6
Recommendation (Net Promoter Score) …………………………………………………………………………………………. 10
Event Performance…………………………………………………………………………………………………………………………… 12
Additional Food & Beverage Item ……………………………………………………………………………………………………. 21
Program Inserts ………………………………………………………………………………………………………………………………. 24
Reserved Seating Price Increase ……………………………………………………………………………………………………… 26
Media/Awareness ……………………………………………………………………………………………………………………………. 29
Spending Habits ………………………………………………………………………………………………………………………………. 32
Attendance/Revenue Generation …………………………………………………………………………………………………….. 36
Accommodations …………………………………………………………………………………………………………………………….. 38
Geographical Data ……………………………………………………………………………………………………………………………. 41
Demographical Data …………………………………………………………………………………………………………………………. 43
Summer-time Hobby…………………………………………………………………………………………………………………………. 49
End of Report
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation invested in a third party research company, Intercept Insight, LLC, to
conduct a post event online survey for the 2014 Vail International Dance Festival to help quantify
decisions and increase performance related to the event. With this insight, the VVF will be able to
develop objectives to increase the overall performance, market effectively, provide sponsors with
valuable data regarding the event, and evaluate the revenue generation and spending habits of the
participants.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty)
Intent to return
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.
Venue access (e.g. drove, bussed, walked, etc.)
Value of program inserts
Price increase awareness and preferences for reserved seating
Objectives
1 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation and Intercept Insight determined that a post-event online survey was the
best method fit for obtaining feedback from the attendees of the Vail International Dance Festival .
The VVF and Intercept Insight designed a core set of questions intended to meet the objectives of
the study, including event specific questions. Once the survey was approved, the questions were
programmed into an online survey design tool.
The 2014 Vail International Dance Festival was held July 26th – August 9th. Each performance during
the Festival was a ticketed event, so email addresses were required when ticket reservations were
made. The VVF provided those email addresses to Intercept Insight to use as the sample set for this
study.
The online survey was distributed to 2,163 email addresses on August 14th. The survey was closed on
August 27th, and the data was exported into 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
Overview and Summary
3
It is important to remember that this is a tool for gathering 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 sample sizes, proportion of responses, and number of answer
categories for each question. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the
data rather than on the individual percentages.
The attendance during the Vail International Dance Festival was approximately 20,760 over the course of the Festival. On average, the ticket holders
attended approximately 2.2 performances, which identifies that there were approximately 9,353 individuals that attended performances during the
VIDF. 468 surveys were conducted over the course of the event, which provides a 4.4% margin of error at a 95% confidence interval with the data
collected.
89% of the respondents came to Vail specifically for the VIDF. 91% of the respondents are “Very” or “Extremely likely” to return to the VIDF in the
future. 21% of the respondents had not attended in the past, and of those, 98% are “Very” or “Extremely likely” to return in the future. The VIDF
achieved a Net Promoter Score of 84, with 87% of the respondents classified as “Promoters”. Overall Satisfaction with the VIDF was high with a mean
satisfaction rating of 4.7 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied.
Of those who came to Vail for the VIDF, 27% were locals and 68% were overnight guests. 67% of the attendees were from Colorado, and of those
overnight guests who stayed in paid lodging (36% of total accommodations), 80% stayed in Vail. The average number of nights stayed by those
staying in paid lodging in Vail was 3.1 nights, and the VIDF produced approximately 3,009 room nights over the course of the event with an average
nightly rate of $293. The estimated gross revenue generation was approximately $3.4M (+/- 20%), producing approximately $136K in sales tax
revenue to the Town of Vail.
The VIDF website, email, and newspaper were the most effective outlets for generating awareness, and 90% knew that the VVF was producing the
VIDF. 42% attended with their spouse or significant other, and 22% attended with family (including children). The average age of the respondents
was 59. The average age of children under 18 in attendance was 11. 67% earn a household income of over $100K. 89% have at least a four year
degree, and 92% own their home. Hiking, traveling, and music festivals were the most mentioned favorite summer-time activities. The most
commonly selected lifestyle categories were: Culture Arts Enthusiast, Sports Enthusiast, and Traveler.
The program inserts are certainly of value to the attendees, and the majority were not aware of a price increase for reserved seating as the sale date
approached the performance date. The majority (35%) feel that the ticket prices should not increase prior to two weeks of the performance dates.
The majority (44%) feel a $10 increase is a fair valued increase for reserved ticket seating as the performance date approaches.
Highlights
4
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Total completed surveys – 468
Sample size provides statistical validity with an error rate of 4.4% at a 95% confidence interval
Attendance – 20,760
Estimated revenue generated for the Town of Vail - $3.4M (+/- 20% error level should be considered)
Net Promoter Score – 84
Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
89% of the attendees came to Vail, CO specifically for the VIDF
79% of the attendees had attended the VIDF in the past
Average number of performances attended – 2.2
91% are “Very” or “Extremely Likely” to return in the future
98% of the first-time visitors are “Very” or “Extremely Likely” to return in the future
VIDF website, Email, and Newspaper were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
Locals – 27% | Overnight Guests – 68% (Came specifically for event)
80% of the attendees staying in paid lodging stayed in Vail, CO
Average nights stayed in paid lodging in Vail – 3.1
Estimated number of room nights generated by the VIDF – 3,009
Estimated average nightly rate - $293
Average age of respondents – 59 | Average age of children < 18 in attendance – 11
Favorite summer-time hobbies – Hiking, traveling, and music festivals
Lifestyle categories – Cultural arts enthusiast, Sports enthusiast, and Traveler
Attendee Details
Reason for Visiting Vail, CO
6 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
89% of the respondents came to Vail, CO
specifically for the VIDF in 2014.
In 2014, 68% of the respondents that
came to Vail, CO specifically for the VIDF
were overnight visitors.
In 2014, 27% of the respondents that
came to Vail, CO specifically for the VIDF
were Local visitors.
0%
20%
40%
60%
80%
100%
Came for the Festival Heard about the Festival after I arrived
75%
25%
77%
23%
67%
33%
70%
30%
89%
11%
2014 VIDF - Reason for Visiting Vail
2010 2011 2012 2013 2014
N = 468
0%
20%
40%
60%
80%
100%
Local In-State Day In-State
Overnight
Out-of-State International
47%
3%
23% 26%
0%
49%
8%
21% 21%
1%
51%
5%
25%
18%
1%
44%
6%
27% 21%
2%
27%
6%
42%
24%
1%
2014 VIDF - Came for Event by Market Segment
2010 2011 2012 2013 2014
N = 418
Prior Attendance
On average, 70% of the VIDF attendees are
returning guests.
On average, 30% of the VIDF attendees are
first-time attendees.
In 2014, respondents attended 2.2
performances over the course of the Festival.
7 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
First-year Attendance Returning Guests
29%
71%
37%
63%
30%
70%
31%
69%
21%
79%
2014 VIDF - Prior Attendance
2010 2011 2012 2013 2014
N = 468
0%
20%
40%
60%
80%
100%
3%
31%
24% 21%
6% 7% 4% 2% 2% 1% 2% 0% 7%
34%
22%
15%
5% 6% 6%
1% 1% 1% 2% 2%
40%
21%
11% 10% 7% 3% 1% 1% 5%
0% 0% 0%
37% 29%
12% 10%
3% 2% 3% 1% 0% 2%
47%
24%
12%
7% 6%
1% 1% 1% 1% 0%
2014 VIDF - Number of Performances Attended
2010 2011 2012 2013 2014
N = 451 Average number of performances attended - 2.2
Intent to Return
8
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
3% 3% 10%
17%
69%
1% 2%
19% 17%
61%
0% 1% 5%
37%
56%
2%
12%
28%
58%
1% 1% 7%
17%
74%
2014 VIDF - Intention to Return
2010 2011 2012 2013 2014
N = 468
On average, 87% 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
9% 7%
28%
17%
40%
0% 6%
39%
20%
35%
5% 13%
55%
28%
5%
32% 38%
25%
2%
10%
88%
2014 VIDF - First-time Attendees Intention to Return
2010 2011 2012 2013 2014
N = 104 On average, 71% of the first-time
attendees are 'Very' or 'Extremely likely'
to return in the future.
Recommendation
Recommendation
The Net Promoter Score is calculated using data collected from 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
International Dance 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”.
10 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 VIDF - Net Promoter Score
Passive Supporters - 10%
Detractors - 3%
Promoters - 87%
2010 NPS - 83
2011 NPS - 84
2012 NPS - 87
2013 NPS - 85
2014 NPS - 84
N = 468
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. Satisfaction 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
12
Attribute Satisfaction
Each person surveyed was asked to rate their satisfaction level with several attributes of the Vail
International Dance 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, the VVF has “Delighted” the attendees overall,
and with the quality of the performances. The respondents were “Merely Satisfied” with all other attributes
measured.
13
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
99% 95% 91%
99% 99%
78%
98% 96% 91% 96% 99%
84%
96%
89%
66%
81% 84%
59%
98%
4.8 4.7
4.4
4.6
4.9
4.3
4.8 4.8
4.6
4.8 4.9
4.4 4.7
4.4
3.9
4.2 4.4
3.7
4.8
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 Available space
and seating
Quality of the on-
site food and
beverage
Service from the
food and beverage
staff
Knowledge and
friendliness of the
staff/volunteers
Parking and access
to the venue
Quality of the
performance(s)
VIDF - 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
Dance Preferences
14
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Classical Ballet Contemporary/Modern
Ballet
Street/Freestyle Dance Ballroom Dance
14% 19% 15%
13%
75%
78%
70% 72%
11% 4% 15% 15%
2014 VIDF - Dance Style Preferences
Not Enough Just About Right Too Much
One Change
15
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•VIDF - One Change Comments
•You were short on programs at this year's opening night
•Yes, your hosts take up too much time talking and trying to be humorous. They
need to limit their dialogue and get on with the show.
•would not sell reserve tickets if one seat was left unsold in group. Stupid. There
were single seats all over the map.
•Would like to enjoy better quality of cabernet
•When I stopped at one of the Vail Village hotels to get directions to walk to the
Amphitheater, the directions I received were not very useful.. she simplified the
directions and I would have never gotten to the amphitheater if I did not see a bus I
could take. There needs to be more signs for those who want to walk to make the
"path" easier to follow
•WE sat on the side for the first time. It was VERY distracting to see personnel and
performers back stage watching the performances. In the future, unless this policy is
changed I will never buy tickets on the side. I was quite unhappy about it.
•we sat in the front row. I had no idea we wouldn't be able to see the dancers lower
legs or feet. It diminished our experience greatly
•We received initial info from our dance studio, but not info and not in time to make
plans for more (performances and master classes). Probably not an issue not that I'm
following you on FB, but providing this info to local dance studios well in advance
would be great.
•We purchase seats far in advance and have attended every festival but for the last
few years the availability of good seat has been severely limited
•We experienced major trouble with our ticket order. You could be more careful
about filling it correctly.
•We came because my 10 year old and her friends love their modern dance classes
and watch performers on the internet. It would be fantastic if there was a clinic,
workshop, or live interview geared towards kids who are aspiring dancers.
•warmer weather!
•Vary the performers. They are MOST talented and wonderful...but the same
performers every year !!
•Up Close Event had Way too much talking. This was not explained prior to ticket
purchase. I was VERY disappointed we did not actually see the ballet for which we
had bought tickets. I would NOT attend an Up Close event ever again!
•VIDF - One Change Comments
•TV display on each side of stage
•too many pas de deux in the international evenings - they all felt the same after the
first few
•to many people coming in for late seating
•This year I tried about one month in advance to get tickets and the seating chart
seemed to be blocked, I tried a couple of times, then I waited awhile and then I could
access but there weren't many seats left, this was really annoying as it had always been
easy in past years. I felt this must have had something to do with becoming a "Friend of
Vail" which you had to purchase and then I believe you had better access to tickets. It
was all pretty confusing and I almost didn't go back in the end and look for tickets yet a
3rd time! But I like to bring my elderly mother so I persevered but I was quite annoyed.
•This year I attended the Dance TV performance with my kids where in previous years I
have always attended the premier ballet performances. I understand that you were
trying to recreate a TV show atmosphere but the "hosts" were the WORST and only
detracted from the performances. I don't care if the show is shorter, but please give us
a short introduction to the dancers only (or do this through the program) and lose the
couch chat/joking time.
•The video people block the view to see the dancers!!!!!!!!!!!!!!!!!!!!!!!!!
•The popcorn smell is so bad and so pervasive inside the amphitheater that we cover
our noses. Please pop the corn before the show. Our guests thought we were at the
circus.
•The ONE thing to do is get rid of the idiots from TV 8. They do not add value to the
Dance TV program night, they needlessly prolong the evening, making it needlessly long
and cold. On top of that this year their comments were rude and offensive. The
comments were rarely informative and many were not appropriate for an audience that
included young children, so please do not needlessly prolong the program with those 2
nor anyone else, just let us see the dancing, the one thing to do is get rid of them thy
are an insult to the audience. I have spoken with quite a number of people since the
festival has finished. EVERY person I have spoken with also found the "commentary" of
the TV 8 people to be boring, not informative and at times downright offensive, and the
parents regretted having taken their children.
•The music was almost painfully loud in parts of the performance.
•The food and drinks are rather expensive. The wine, at the prices, could be better.
•The experience we had this year was one of the best. Changes that were made were
positive.
One Change
16
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•VIDF - One Change Comments
•The Director could be a bit friendlier to patrons during intermissions...
•The box office feels "nervous". Calm them down. It makes the patrons nervous.
•the "1" rating above is because the food service seating was almost entirely closed to the
public on the last Saturday. Ridiculous decision. I will not plan to eat at the venue in the
future.
•Start the performances a little earlier so that it is not so cold by the end of the night
•start on time and keep the introductory remarks short
•Start earlier: at 6:00 pm or even 7:00 pm
•Start earlier, like Bravo.
•Start earlier in the evening
•Start at 6:30 or 7pm
•Some performances are repetitive. Intl evenings are too long.
•Some of the spotlights have side leaks, and produce some bright spots of light toward the
audience. One was on stage, and one was in the pavilion ceiling. They were very distracting.
•Shuttle service from the parking structure
•Set up the big camera recording apparatus either lower or so it is part of the lighting, etc.
area and the same height as that area.
•sell ground mats
•Seat cushions
•Rides back to the bus
•remind lawn audience members not to text or take pictures with their phones during
performances.
•Release master class schedule earlier so you can book show tickets
•Reduce the number of pas de deux and reduce the number of street dancing performances
•Reduce the classical component, less Balanchine and fewer pas de deux on the International
Evenings
•provide opportunity for better seating choices
•Provide more accessible parking for the handicapped.
•Post-show discussion. Meet and Greets. Free parking.
•Possible to meet the performers in some kind of venue after the performance? Even some
form of "receiving line" on the way out?
•Please have more lighting in the seating area ... rather dangerous if you have to leave
performance for any reason
•People behind us during the ballroom dance were drunk and noisy, laughing and talking
during performances. This should not be allowed.
•Patio heaters
•VIDF - One Change Comments
•parking- better communication re: express bus etc.
•Parking was extremely limited this year. Had to arrive very early to park in garage. Need
better info and availability for handicapped parking/drop off
•overhead heaters :)
•our night was clear, but otherwise you can't control the weather
•Online Ticket Purchase: I bought tickets for my family including an 11 year old. Once in Vail I
saw that children under 12 were free. The website needs to be clear on this so that people do
not pay for children when they are not required to!
•On the weekend, unless you arrived by 6:45, parking was not available in the near lot. That
's hard on "mature" ticket holders. I was a patron but there was no special parking for my
level of giving ($1200).
•Offer weekly lawn pass
•Offer optional cushion and lap robe rentals
•offer discounts for a package of those attending four or more performance nights (e.g., 10%
discount). Or a lodging & tickets package to help those of us from elsewhere.
•Offer cheap umbrellas and/or ponchos for sale on rainy nights (maybe you did this and I just
didn't see it). It doesn't have to be anything fancy; just something to help keep the wet off us
faithful lawn people!
•Offer an Eagle Co Resident discount on the seats and passes.
•Numbers by arrival for lawn seating instead of mad dash
•Nothing it's always spectacular !
•nothing
•Not that I can think of. It's put together so well!
•Not that I can think of
•Not really
•Not charge $10 for parking.
•Not allow guests during performance
•No; you can't control the weather!
•No, We drive over, see the performance, and drive home.
•No, I have always enjoyed the performances each year I have come which is every year!!
•No-it was spectacular!
•No- love it.
•No rain
•No more construction...it's awful
•no I enjoyed it
One Change
17
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•VIDF - One Change Comments
•No continue great ballroom
•my mom is disabled and when we first arrived at the close paid parking, they said it
was full but then let us b/c we had a handicapped sticker
•More/better printed info on the background of dancers or the pieces being performed.
I didn't think the big festival booklet was all that informative.
•More variety in the performances and performers. I would like to see add'l types of
dancing like folk dancing, Irish dancing, tap dancing, etc.
•More upgrades
•more up close performances- amazing experience
•More sound barriers from the interstate.
•More parking or better communication about parking (VPAC)
•More parking
•More open rehearsals
•more modern dance in the International Evenings of Dance Programming. Keep up the
great work. This festival is fantastic!
•More Modern Dance
•more modern (Susan Marshall; Doug Varonne; Cedar Lake; Batsheva...)
•more live music
•More information to local families on the celebrate the beat program
•More information about choreographers, dancers and the dance itself.
•More high tops in the food areas
•More handicap parking
•More golf cats to transport guest
•More covered seating.
•more contemporary dance pieces. Less reliance on older ballets.
•More contemporary ballet than traditional
•more closer parking
•more carts to take people up the hill to the Vail shuttle stop after the performance
•More ballet
•More affordable reserved seating
•Meet and greet of the dancers - program signing and photo opportunities
•Maybe you could come up with a dance and hotel package
•Maybe start 1/2 hour earlier since it gets so cold at night.
•Make two different posters available for purchase. One with art, another with
photography of subject matter.
•Make the lawn seating more organized
•VIDF - One Change Comments
•Make sure no recording devices, i.e., cell phones that can take videos of the
performances, are allowed into the amphitheater.
•make sure it doesn't rain
•Make specific programming known in advance for the International Evenings so it is
easier to choose between the two programs.
•Make it more accessible for handicapped people who cannot use the golf carts
•Loved the lawn chairs for rent
•love lawn seating but people seem to be bringing in lawn chairs that sit off the ground
obstructing views and don't think this should be allowed. Actually thought it wasn't but is
clearly not enforced if that is the case.
•love it as is!
•Lines too long for drinks. My mom needed handicap access and the carts took 20
minutes leaving the festival
•Let people know there is more than 1 restroom. The one by the entry was so busy there
was not enough time at intermission.
•Let lawn pass holders in as soon as they arrive. I am always the first one in line because I
arrive no later than 4pm, and I still have to run like mad to get the spot that I want. It's
dangerous and doesn't make sense. It should be first-come, first-serve, and not a race.
•Less talking during performances such as Jewels.
•less street dance - more principal dancers from major companies from around the world,
as international evenings once were
•less repetition of same dances on different nights
•Less hip hop, street dancing.
•less chat during Dance TV
•Keep the smokers out of the trees in the back
•Keep the janes coming back
•keep prices low
•Keep it from raining?
•Keep flowers in planters low so first row can have better visualization
•keep bringing in new performances to keep it fresh
•Keep away the rain ;)
•Just love it1 Everything!
•it's pretty perfect
•It's fabulous!
One Change
18
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•VIDF - One Change Comments
•It would be great if there could be a few hand rails here and there. We are getting old and
our parts are falling apart.
•It was magnificent!
•It was all wonderful
•It is spectacular! The Ballroom Dance this year was much better than last year.
•Increase the community participation- which is already wonderful but more would be great.
The festival is the highlight of the summer. Thank you
•Increase number of toilet seat in women's bathroom.
•improve the ticketing web site
•improve sound system or have live music
•improve signage for location of event, accessible parking that is marked,
•I'm a happy attendee and blessed to be so!!!
•I would love it if you had one section on the lawn where you do NOT allow any seating
where your bottom is not on the ground. I get all settled in nicely with my family on a
blanket, then someone comes in a GCI chair right in front and then my kids & I can't see a
thing. It is really frustrating!!!
•I thought TV dance night was not as good as it has seen, because of the lack of more DYTYCD
contestants, and didn't care for lil bucks friends
•I think that there should be paid parking on the road when the lot is full. I think TOV needs
to set up some kind of ticketing so you can put a ticket on your windshield that you pay for
•I really enjoy the dance festival. I appreciate that people who come late have to wait to be
seated.
•I miss seeing Savion Glover and his group of tap dancers.
•I love it
•I like the explanations, e g the Martha Graham intro was helpful. Maybe a little more of
that?
•I don't think the street/hip hop belongs with the International Dance evenings. In my view
it distracts from the beauty of the rest
•I do not believe in variable ticket pricing on principle.
•I can't think of anything to improve. Variety was exceptional. I wish I'd been able to attend
more performances but had to return home in the middle and missed some days. Can't wait
to see future VIDF's!!
•I am completely satisfied
•Have some less expensive seating in the covered area
•have more branded clothing for sale in more sizes.
•VIDF - One Change Comments
•Have heat' I went home after 3 performances because I was freezing cold. I will never come
back.
•Have Damien teach us some steps as he did for Serenade
•Have Damian introduce each dance during the performances. He is such a great host and
brings insight into what we will see.
•have beautiful weather every night!
•have attended parking at the Vilar. it was a mess this year. any way you could pre purchase
a parking ticket at either place?
•Have a narrator to introduce each couple and dance during the ballroom event.
•Give me the same seats every year :)
•Get better and more international dancers and have them perform what they are good at not
what they have always wanted to perform but never did because their company does not
think the role suits them to perform
•friendly managers and volunteers ...even on the last night
•free water
•Free drinks!
•fix the parking and make the bus option more obvious from the main road past the parking
structure
•Experience was perfect
•exit lights into town
•Excellent experience.
•Everything is quite lovely!
•Everything about the festival is wonderful!
•email out a "day of performance" weather report for Vail the day before the ticketed
performance(s)
•easier access for those who can not walk to the amphitheater, such as my elderly mother.
•earlier ticket availability, respond to requests for info on principal dancers and companies,
lower prices
•During Dance TV, the loudness of the music and the MC's increased. It started too loud; by
the end we were holding our hands over our ears to deaden the noise.
•Don't allow young children to sit in reserved seating. We had 3 of them next to us during the
first act who were incredibly loud and disruptive.
•Don't allow the lawn folks to filter into any of the HANDICAP chairs. Those chairs were higher
and when occupied, blocked the people's view who had paid for reserved seating. We saw
this happen, and about 8 reserved seat patrons had to move because their view was
significantly blocked.
One Change
19
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•VIDF - One Change Comments
•Don't allow food/drinks on lawn. Bring Nicholais Dance Theatre and feature standard ,
traditional master pieces!
•Do not have dance TV mcs commenting on the program. Very unprofessional with too
much talking
•DO NOT EVER ALLOW MEDIA PHOTOGRAPHERS TO SIT IN AUDIENCE ROWS WITH
INCESSANTLY CLICKING CAMERAS-YES IT HAPPENED TO US!!!
•discount price for seating if booked very early...
•Dance TV brings in lower quality dancers and a lot of kids who become very obnoxious
out on the lawn. They scream during the performance and act rude to the attendees.
•Couldn't read the program because it was too dark
•Could it start at 6:30 so it doesn't get so cold and late
•Coordinate with the Town of Vail so that the buses run a half hour earlier so that those
of us with lawn tix can be there when the doors open at 6;30pm
•control the weather!!!!!!!!!!!!!!!
•continue the free drink coupon with the lawn pass
•Continue the $20.14 option and maybe have it more than one night or afternoon --
that made it affordable AND comfortable
•Continue doing so well
•Close parking
•check the bathrooms periodically
•change it up, you are getting the same performers and same program every year, for
those annual customers its deterring our attendance
•Cancel all performances
•Can't think of any at this time.
•Can't think of a thing
•VIDF - One Change Comments
•Can not think of anything.
•Bring in more choreographers and dancing groups. Would love to see the Joffrey Ballet,
Bolshoi, Merce Cunningham, Hubbard Street, some jazz, choreography by Mia Michaels,
Travis Wall, Sonya Tayeh, Shane Sparks, Dave Scott, etc.
•Brief intro with what he dances mean. So a MC says the next 3 dances are about A, B, and
C. then introduces the next 3 dances
•Better transportation/parking--although I frankly don't know how you would do that.
•better parking near the event or people directing you to spots in the overflow, more info
on the program about dances
•better parking
•Better food items. Wine is great, performance excellent. Everything else is perfect!
•Better communication. We have a seasonal home in Breckenridge, coming to Vail once a
year for your show. This year we came to Vail on August 6, had a nice dinner in Vail and
then walked over to the Theatre, arriving 10 minutes before show time. The theater was
dark--the show was in Beaver Creek! Terrible disappointment, terrible waste of $180 as
there was no way for us to get to the show as a result, terrible communication!
•better amphitheater lighting at intermission and at end of the evening
•Be careful about weird offerings. This is a family event and middle America.
•Ask the audience not to talk during the performance
•Allow lawn ticket holders to move to open seats when it rains or after intermission.
•additional ladies restroom
•Add more quality ballet; decrease some of the alternative dancing. Did not think the
Indian dancer or Feng Shi are on a par with dancers from NY City Ballet or ABT. I would
eliminate them. The street dancing was of high quality.
•add modern dance
•a little more wine in the glass for the cost. I think it was a 4 oz pour.
•a better queue system at the front gate. very unorganized
Additional Food & Beverage Request
Additional Food & Beverage Requests
21
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•VIDF - Additional Menu Item
•You have it well covered
•Wraps
•Wine is very over-priced!
•Wine and hot chocolate
•Wider variety of cocktails (i.e.., mojito)., warm nuts
•We normally do not eat at the performance. It is difficult to eat in the seating. We
have a dinner before or after the performance.
•We just buy a bottle of wine for 2 couples.
•We bought only water and snacks--had dinner elsewhere.
•Water price of $4 is too high
•Veggies with dip
•Veggie burgers and Dr. Pepper :)
•Vegetarian crepe or wrap
•Unadulterated fresh food
•There was a private reception in the lobby area, so we were denied access to the
lobby area until just moments before the performance started. Since it was our first
time in this theater, I was concerned that we would be unable to get to our seats
until after the performance began. I think it would be better to schedule the private
reception elsewhere, rather than to deny ticket holders access to the entrance doors
until 2 minutes before opening.
•The smell of caramel corn/popcorn this year was distracting. The festival is more of
a visual and aural experience and somehow the strong aroma of food was
distracting.
•The options/quality of wine needs to improve
•Soup/bread
•Something less ballpark like.
•Something healthy
•Some better wines by the glass
•Soft pretzel
•Snapple
•Smuggler
•Small gourmet tapas plates
•Salads and sandwiches
•Salads and healthier entrees
•Salads
•Salad variety, organic grass fed buffalo burger
•Salad
•VIDF - Additional Menu Item
•Quicker service more access
•Prosecute
•Premium wine and champagne by the glass
•Portabella mushroom sandwiches
•Pizza slices
•Pizza by the slice.
•Perhaps a few up scale menu items would be appropriate
•Perfect Manhattans
•Pazzos
•Pasta salad, nice turkey sandwich
•Other vegetarian, or fish items, More wine by the glass selections
•Only bought popcorn and water.
•Nourishing vegetarian option.
•Non fat foods such as frozen yogurt
•Non alcoholic beer
•No. I usually purchase a glass of wine but no food at these performances because they
begin later than the classical music concerts at GRFA.
•No, would just like the quality of the food to improve.
•No, do not eat when I come to a performance.
•No gluten food
•No food or drink should be allowed in audience area on lawn. It smells bad and people
make noise during performance!
•NA. We always have dinner in Vail at the Lancelot before performances
•NA - sorry, I don't buy food or beverages
•More veggie options
•More vegetarian items
•More varieties of red wine.
•More hummus
•More healthy options. Fresh pressed juice, salads, etc. And good quality champagne.
•More healthy foods
•More green salad options
Additional Food & Beverage Requests
22
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•VIDF - Additional Menu Item
•More gluten free options than just hummus and veggies
•More gluten free options (salads, etc) and higher quality
•More for vegetarians
•More diverse wine selection
•Mint tea at the Vilar, more cheese plates at both places (with good cheese), another
food that's not junk
•Love the hot pretzels; better sandwich selection
•Love the hamburgers
•Less expensive food and beverages.
•Large craft beer selection. GF food
•Just better quality overall
•Iced Coffee
•Ice cream
•I'm fine with what was offered. I stayed with water for altitude and Hot Chocolate on
cool nights.
•I only had champagne and never looked at a menu, so I really can't comment except for
me: wheat free and bell pepper free are critical
•I didn't order food; only beer & wine
•Hummus
•Higher quality wines including from Colorado
•Higher end wines and alcohol
•Healthy snack other than pretzel or chips
•Healthy Dinner
•Healthy "gourmet" sandwiches, Palisade peaches
•Healthier choices
•Gluten free
•Grilled salmon or seared ahi
•Gluten free selections
•Gluten free items
•Gluten free and healthy choices
•Fresh fruit or vegetables
•Fresh fruit
•VIDF - Additional Menu Item
•French fries! Fish tacos
•Fish Tacos
•Easy to eat healthy snack...I like the picnic option, but with all the layers of packaging it's a
bit of trouble to eat.
•Do not out price the food and seating so families cannot afford to attend.
•Dinner salad with healthier dressing
•Different food options each night would be great for patrons who purchase a pass/tickets to
attend all of the performances at the Ford Amphitheater.
•Diet sprite
•Decaf coffee
•Cupcakes from batter
•Cookies
•Cold pasta dish with meat, or other protein plus cold marinated vegetable side dish
•Chips and hummus
•Chili
•Chicken breast salad
•Cheese plate
•Cheese fruit plate
•Cheese and fruit platter, several salads..... and sushi
•Cheese & fruit plate
•Better, local beer selection.
•Better wine selection.
•Better quality wines, including sparkling whites
•Beer on tap
•Apple Cider
•Anything fancier - not a fan of a hamburger or hot dog for a nice performance - get a caterer
•Another kind of salad or maybe offer one different sandwich each week or so
•A cheese and cracker platter with high quality cheeses and crackers
•A big salad.
•No, but I would like the program either in the insert or in the actual program to state the
name of each piece, when & where it was first presented and by which company if not the
one currently presenting (also state when the presenting company first presented a piece) ,
it should also state who did the choreography and the costumes for each
•A meal. Sandwich served with fruit, salad, chips, etc. Priced together rather than al'a carte.
Program Inserts
Program Inserts
24 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
1=Not at all Valuable 2 3 4 5=Extremely Valuable
2% 3%
16%
24%
55%
2014 VIDF - On a scale of 1 to 5, where 1=Not at all Valuable and 5=Extremely
Valuable, how valuable are our program inserts to you during the Dance Festival?
2010 2011 2012 2013 2014
N = 466
75%
31%
12% 6% 7%
4.1
2.6
1.9 1.7 1.6
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%
The inserts are extremely
valuable to my experience
during the Dance Festival.
I review the inserts once or
twice, and disregard after that.
I would prefer an online version
of the program which I can view
from my phone vs. paper
inserts.
I would prefer a poster, or
digital display of the program
each evening vs. a paper insert.
The program inserts are not of
much value to me, as I do not
look at them.
2014 VIDF - On a scale of 1 to 5, where 1=Strongly Disagree and 5=Strongly Agree,
please select how well you agree or disagree with the following statements regarding
how you typically utilize our program inserts.
% who rated a '4' or '5' Mean Rating
N = 466
Reserved Seating Price Increase
Reserved Seating Price Increase
26
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
18%
82%
2014 VIDF - Were you aware that a ticket price increase occurs for
Reserved Seating as tickets are purchased closer to the performance date?
2010 2011 2012 2013 2014 N = 399
Reserved Seating Price Increase
27
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
One week Two weeks Three weeks Four weeks
29% 35%
13%
23%
2014 VIDF - How far in advance of the performance is a fair amount of time to allow
for Reserved Seating ticket purchases, prior to increasing the ticket price?
2010 2011 2012 2013 2014 N = 399
0%
20%
40%
60%
80%
100%
$5 per ticket $10 per ticket $15 per ticket $20 per ticket
42% 44%
8% 6%
2014 VIDF - Regarding the price increase for Reserved Seating ticket purchases close
to the performance date, what incremental dollar amount do you feel is a fair
increase to assure premium seating close to performance dates?
2010 2011 2012 2013 2014
N = 398
Media/Awareness
Media/Awareness
29 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
14%
38%
50%
3%
0%
6%
0%
1% 2%
14%
58%
30%
7%
2%
12%
2% 2% 1% 4%
15%
43%
53%
11%
1%
0%
5% 4%
1% 2%
10%
5%
37%
54%
17%
4%
1%
4% 3% 1%
0%
3%
41%
38%
32%
27%
17%
11% 9% 7% 6%
3% 2% 2% 2% 2% 1% 0%
2014 VIDF - Media/Awareness
(Multiple Response)
2010 2011 2012 2013 2014
Vail Valley Foundation Awareness
30 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
67%
34%
62%
38%
77%
23%
73%
27%
90%
10%
2014 VIDF - Were you aware that the VIDF is a project of the VVF?
2010 2011 2012 2013 2014
N = 467
Spending Habits
Spending Habits
32 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates the spending habits of those who came to Vail, CO specifically for
the Vail International Dance Festival and stayed in paid lodging. The accommodation spend is
equal to only those who stayed in paid lodging in Vail, CO.
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$883,061
$423,527
$317,854
$149,519
$1,773,961
2014 VIDF - 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
33 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates spending habits of those who came to Vail, CO specifically for the
Vail International Dance Festival and stayed overnight somewhere other than in paid lodging
(e.g. 2nd home, timeshare, friends/family, etc.).
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
$900,000
$1,000,000
Dining Spend Retail Spend Activities Spend Total Spend
$353,028
$239,909
$168,860
$761,797
2014 VIDF - Household Spending of All Other Overnight Guests
Only those who came for the Event
Spending Habits
34 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates spending habits of Local and In -state Day visitors who came to Vail,
CO specifically for the Vail International Dance Festival.
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
Dining Spend Retail Spend Activities Spend Total Spend
$162,749
$42,977
$13,600
$219,327
2014 VIDF - Household Spending of Local and In-state Day Visitors
Only those who came for the Event
Attendance and Revenue Generation
Attendance and Revenue Generation
36 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross
Revenue Generation for the Town of Vail. Total Attendance is the estimated number of people that attended
over the course of the Event. Total People accounts for the average number of days people attended. Total
People (Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the Event,
and is the sample set used for the estimated Gross Revenue Generation.
2014 Vail International Dance Festival estimated revenue generation for the Town of Vail: $3.4M (+/- 20%).
15,649 17,590 18,000 16,700
20,760
5,839 6,230
10,705 9,947 9,353
4,379 4,733
7,815 8,057 8,354
$1,045,683 $1,274,153 $1,731,422
$3,266,211 $3,434,455
$30,000
$530,000
$1,030,000
$1,530,000
$2,030,000
$2,530,000
$3,030,000
$3,530,000
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2010 2011 2012 2013 2014
VIDF - Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for VIDF) Gross Revenue Generation
Accommodations
Accommodations
38 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
23%
10% 14%
5%
48%
2%
23%
13% 15%
7%
37%
6%
20%
8% 17% 17%
34%
1% 4%
26%
7%
19%
11%
31%
0% 5%
36%
7%
21%
7%
24%
1% 5%
2014 VIDF - Accommodations
2010 2011 2012 2013 2014
N = 468
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
25% 22% 24%
10% 6%
13% 19%
32%
23%
5% 4%
18%
28% 23%
22%
4% 2%
21%
26%
15% 22%
7% 12%
19%
41%
27%
14% 7% 7% 4%
2014 VIDF - Nights Stayed Categories
(All Accommodations)
2010 2011 2012 2013 2014 N = 273
Average nights stayed (all accommodations) – 4.9
Average nights stayed (paid lodging in Vail) - 3.1
Accommodations
39 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
57%
12%
7%
10%
1% 2%
0%
1%
6%
1% 1% 2% 1%
58%
5%
9%
16%
1% 2% 2% 1% 3% 2% 0% 0% 2%
61%
9%
3%
12%
0%
4%
1%
4%
2% 2% 0% 1% 0%
66%
8%
3%
7%
1% 3% 1% 1% 1%
3% 1%
63%
9% 8% 5% 4% 3% 2% 2% 2% 1% 1% 0% 0% 0%
2014 VIDF - Town Stayed In
(All Accommodations)
2010 2011 2012 2013 2014
N = 335
Geographical Data
Geographics
41 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Florida Texas New York Illinois
68%
4%
3% 0%
64%
3% 4% 2% 1%
67%
7% 6% 2% 2%
63%
5% 6% 2% 1%
67%
5% 4% 3% 2%
2014 VIDF - Top Five States of Origin
2010 2011 2012 2013 2014
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
44%
3%
22%
30%
1%
37%
6%
22%
34%
1%
34%
4%
28% 32%
1%
31%
5%
27% 34%
3%
24%
5%
39%
30%
2%
2014 VIDF - Market Segment
2010 2011 2012 2013 2014
N = 468
Demographical Data
Demographics
43 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
75% of those attending with
“Family (including children)” were
attending with children under 18.
The average number of children
under 18 in attendance per family was
1.3.
The average age of children under
18 in attendance was 11.0.
0%
20%
40%
60%
80%
100%
Self Spouse or
significant
other
Friends Only Family
(including
children)
Family (not
including
children)
Group Family and
friends
10%
34% 31%
14%
6% 1% 5% 6%
36%
21%
14% 8%
1%
15% 9%
27%
20%
25%
10%
1%
7% 9%
36%
22%
17%
9%
2% 6% 7%
42%
21% 22%
6% 2%
2014 VIDF - Who Attended With
2010 2011 2012 2013 2014
N = 463
0%
20%
40%
60%
80%
100%
Yes No
63%
37%
85%
15%
75%
25%
2014 VIDF - Attended With Children Under 18
(Asked only of those who attended with "Family (including children)")
2010 2011 2012 2013 2014 N = 101
Demographics
44 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
20%
39%
10% 3% 5%
23% 19%
41%
11%
1% 6%
22%
28% 37%
8% 5% 5%
17%
24%
50%
11%
0% 5% 10%
18%
43%
14%
3% 10% 12%
2014 VIDF - Family Status
2010 2011 2012 2013 2014
N = 457
0%
20%
40%
60%
80%
100%
Own Rent
82%
18%
86%
14%
91%
9%
95%
5%
92%
8%
2014 VIDF - Own vs. Rent
2010 2011 2012 2013 2014
N = 444
Demographics
45 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
3% 4% 2%
48% 43%
1% 2% 4% 4%
41%
48%
3% 4% 2%
34%
56%
0% 1% 6% 4%
33%
55%
2014 VIDF - Education Level
2010 2011 2012 2013 2014
N = 458
0%
20%
40%
60%
80%
100%
7% 1% 10% 10% 13%
25% 23%
12%
1% 7% 8%
19%
33%
22%
11%
2% 3% 6% 9% 14%
27% 27%
13%
2014 VIDF - Income Categories
2010 2011 2012 2013 2014
N = 389
Demographics
46 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
33%
67%
44%
56%
30%
70%
38%
62%
20%
80%
2014 VIDF - Gender
2010 2011 2012 2013 2014
N = 454
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
1% 4% 13% 14% 17%
28% 22%
1% 2%
15% 17% 15% 20%
29%
0% 3% 9% 9%
21% 26% 30%
2% 6%
15% 20% 26% 31%
0% 1% 3%
10% 15%
33% 37%
2014 VIDF - Age Categories
(Does not include children under 18)
2010 2011 2012 2013 2014 N = 433
Average age of respondents - 59
Average age of children < 18 - 11
Demographics
47 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Cultural arts
enthusiast
(Fine art,
dance,
classical
music)
Sports
enthusiast
(hiking,
biking,
skiing)
Traveler Health and
fitness
Wine and
Foodie
Home
enthusiast
(gardening,
pet owner,
avid reader)
Outdoor
enthusiast
(camping,
hunting,
fishing)
Investment
& money
Hobbies
and
interests
(collector,
crafts,
home shop)
Other Tech
enthusiast
70%
51%
46% 44% 42%
30%
21%
12% 7% 7% 4%
2014 VIDF - Lifestyle Categories
(Multiple Response)
2010 2011 2012 2013 2014
Favorite Summer-time Hobby
Favorite Summer-time Hobby
49 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
40%
7%
1%
20%
9%
27%
12%
8%
5%
8%
3%
5%
3%
1% 2%
56%
6% 5%
12%
8%
17%
21%
6%
11%
1%
8%
5% 4%
1% 0%
61%
22%
14%
23%
6% 5%
32%
14%
19%
3%
26%
11%
5%
1%
5% 6% 7%
1% 1% 0% 1%
68%
62%
58%
52%
47%
34% 33%
28% 26% 25% 23%
18% 16% 15% 13% 13% 12% 12%
9% 8% 6% 5% 3% 1%
2014 VIDF - Favorite Summer-time Activities
(Multiple Response)
2010 2011 2012 2013 2014
End of Report