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Home My WebLink About4. Vail Special Events proposal 2015 Proposal for: SPECIAL EVENTS RESEARCH Town of Vail Commission on Special Events Prepared for: Town of Vail Prepared by: RRC Associates LLC 4770 Baseline, Suite 360 Boulder, CO 80303 Town of Vail Commission on Special Events Market Research Proposal 2015 RRC Associates Page 3 December 1, 2014 Dear Town of Vail Staff and Members of the Commission on Special Events: Thank you for the opportunity to submit a proposal to conduct visitor research for the Town of Vail Commission on Special Events (TOV CSE). This proposal provides our suggested approach. We believe the CSE members are familiar with RRC based on our past work for Vail, but if you would like materials describing our firm or qualifications, please let me know and this information will be provided. Understanding of the Project We understand that the project consists of conducting and analyzing the results of intercept surveys and visitor counts at a pre-identified set of events taking place in the town of Vail during 2015 (25 events). The events scheduled for inclusion in the research are identified in Attachment A. The primary goal of the intercept research is to measure the economic contributions of events that are receiving public support. Desired measures of economic contribution include data on events receiving in excess of $10,000.1 Our proposal assumes that the goal of our work is to extend the research conducted in 2012 and 2013 by conducting visitor counts and survey research to obtain metrics describing event performance. These would include:  Estimated spending by event attendees on lodging, dining, shopping, and other activities in the Town of Vail.  Estimated return on investment to the Town of Vail, specifically: o Additional incremental spending within the Town generated by the event o Ratio of increased revenue to the amount of funding received o An estimate of additional sales tax revenue generated by the event accruing to the Town  To achieve the above findings, the following data would need to be collected, among others: o Visitor type: day visitor, seasonal resident, full-time resident, overnight visitor to the Vail Valley o Percentage of people coming to Vail specifically for the event o Spend by visitors o Party size In addition to documenting measures of economic impact, events receiving in excess of $10,000 in public funds must also provide survey data documenting the following visitor characteristics. Subject to further conversation with the CSE, it is assumed that a few additional items would 1 Events receiving in excess of $10,000 are requested to collect independent survey data substantiating these estimates, based on “Guidelines for Post-Event Recap from Events Receiving Public Funding.” Town of Vail Commission on Special Events Market Research Proposal 2015 RRC Associates Page 4 also be documented via RRC’s survey research; however, it is also understood that this information will also be collected by the event sponsor.  Percentage of attendees who had attended the event in prior years  Average age  Household income profile  Visitor satisfaction and intent to return We are also suggesting that the event promoter research should continue to address the additional topics identified on the survey template including:  Visitor characteristics: o Gender  Trip characteristics: o For overnight visitors staying in the Vail Valley:  Previous visitation to Vail  Nights staying in the area  Type of lodging (paid/other)  Lodging rate (if paid)  Location of lodging o Number of people in party; number of children in party o Mode of transportation to Vail Valley (fly/drive); if flew, which airport o Participation in selected activities: golf, skiing, rafting, spa services, etc.  Information sources: o How learned about event: newspaper, TV, radio, etc.  Event evaluation o Satisfaction with specific attributes of the event, e.g. flow/layout, programming, kids’ activities, etc. The final deliverable from RRC would consist of a report providing an overview of the findings, including comparisons between each individual event. The report would address the range of topics addressed in the economic survey, including economic impacts and more detailed visitor and trip characteristics, visitor satisfaction, and/or other issues as determined (subject to refinement of the survey questionnaire). Recommended Approach RRC would anticipate working closely with the CSE and staff to finalize the events intercept survey form. RRC would also recruit, hire and train interviewers to administer the surveys, or utilize its own staff if needed. Following are additional details about the recommended research approach:  Data collection technique: We recommend the use of standard intercept survey techniques, including the use of survey administrators to randomly select and interview survey respondents. Surveys could be conducted via traditional pen and paper and/or Town of Vail Commission on Special Events Market Research Proposal 2015 RRC Associates Page 5 electronic PDAs. Interviewing schedules would be developed to ensure sampling over a representative period of time(s) during the event. In addition, in some circumstances, there is an opportunity to use post-trip email follow- up surveys for selected events. This technique will be used to augment or replace intercept surveys at several participant-focused events (e.g. sports tournaments), assuming event management has access to the email addresses of participants. This approach is recommended for several of the events identified in the attachment.  Sample size: In choosing a target sample size, a balance must be struck between desired precision of results vs. cost of data collection. For costing purposes, we have assumed that a sample size range of 50 to 200 completions per event would bracket a realistic range that should be considered. The 95 percent confidence interval about a proportion is +/-9.8 percentage points for a sample size of 100, and +/- 6.9 percentage points for a sample size of 200. Note that the target sample size could potentially vary by event, with larger sample sizes for events receiving a greater amount of public funding or anticipated to have greater economic impacts than smaller events.  Staffing and management of survey interviewers: We will undertake the Intercept Survey data collection work by directly hiring and managing interviewing staff. Our firm is experienced in setting up and conducting intercept survey programs in Vail. o RRC Responsibilities Overall project management Survey design Selected comparisons with past research Written report on the survey results and economic impact of events  Number of events covered: We are assuming that up to 25 events would be included in the 2015 survey research program.  Analysis and reporting: The analysis and reporting will depend in part on the range of topics addressed by the survey. The analysis will address the economic contribution of the events to the Town of Vail, as well as such topics agreed upon such as visitor demographics and trip characteristics. etc. As noted previously, the economic analysis would address the specified economic metrics. We are assuming that the analysis would be focused on direct economic impacts, and exclude secondary or “multiplier” impacts, although these latter impacts could be evaluated if of interest at modest additional cost. To the extent possible, we would conduct “reality checks” to ensure that attendance estimates and aggregate economic impacts of the event were realistic. This could include comparing the attendance estimates/visitor profile against DestiMetrics occupancy data and parking utilization data. Additionally, to the extent that further Town of Vail Commission on Special Events Market Research Proposal 2015 RRC Associates Page 6 independent survey research might take place in the Town of Vail, and such research documents “special events” as a trip driver, this could provide an additional benchmark for comparative purposes. Finally, we would look to the Town to provide counts of vehicles at the parking structures and on the Frontage Road (on days when such parking occurs). We note that in addition to spectator- or participant-based economic impacts, some events may generate significant economic impacts associated with event production (e.g. purchases of local supplies, hiring of local labor, etc.). This proposal does not anticipate quantifying those impacts, but this source of economic activity is noted as an additional potential benefit to the Town of Vail. Cost For Services The following table lays out the proposed research program and associated costs for the Town’s consideration. Note that these cost estimates assume that the survey form is similar to the one used in the past and is relatively brief in length, focused on economic impacts and selected key demographics. Proposed Research Costs # of events surveyed Average # of surveys per event 95% statistical confidence interval per event Estimated total surveys completed Survey administration costs Project management, economic evaluation, reporting TOTAL COST 30 100 +/- 9.8% 3,000 $29,000 $20,900 $49,900 Additional Firm Information Company Contact Information RRC Associates 4770 Baseline Road, Suite 360 Boulder, CO 80303 (303) 449-6558 (303) 449-6587 (FAX) www.rrcassociates.com Email contacts Chris Cares: chris@rrcassociates.com David Becher: david@rrcassociates.com Town of Vail Commission on Special Events Market Research Proposal 2015 RRC Associates Page 7 Conclusion Thank you again for contacting us regarding this project. Please keep in mind that we are open to refining any part of the proposed scope of work and budget to best meet your needs. We look forward to hearing from you and the opportunity to further discuss our proposal. Sincerely, RRC ASSOCIATES LLC C. Chris Cares, Managing Director Town of Vail Commission on Special Events Market Research Proposal 2015 RRC Associates Page 8 Attachment A: Summary of Interviewing/Counting Program - Vail 2015 SUMMARY OF INTERVIEWING/COUNTING PROGRAM - VAIL 2015 2015 Commission on Special Events Allocations: Event: Producing Entity: Proposed Location: 2015 Dates: Start Date Post- trip survey Counts by RRC interviewers Ticketed event Burton US Open Highline Use of soccer field parking lot Mar 2-7 X Vail Film Festival Colorado Film Festival Hotels & screening venues Mar 26-29 26-Mar X Taste of Vail Angela Mueller Vail Mountain, Gore Creek Dr, Meadow Dr., LH, Marriott, and restaurants/lodging Apr 8-11 8-Apr X Spring Back to Vail Highline Vail Village & Lionshead Mountain base areas, Ford Park & potentially Vail Village Apr 17-19 17-Apr X Bravo! Vail Bravo! Vail Jun-Aug X X Vail Jazz Festival Vail Jazz Foundation Jun ?? Sep 6 X Go Pro Mountain Games Vail Valley Foundation International Bridge, Checkpoint Charlie, Golden Peak, Mountain Plaza Jun 4-7 4-Jun X Hot Summer Nights Vail Valley Foundation Police Tue: Jun 16-Aug 18 X X King of the Mountain Volleyball Leon Fell Vail Athletic Field, Eagle-Vail Soccer/Softball fields Jun 19-21 19-Jun X X X Vail Kids Adventure Club Blue Creek Productions Lionshead Mall/Vail Square at Arrabelle Saturdays: 6/20,27; 7/11,18,25; 8/1,8 20-Jun X Vail Farmers Market and Art Show Meadow Drive Partnership/Vail Farmers’ Market Meadow Drive: Vail Road to Covered Bridge; West side of Willow Bridge Road Sun: Jun 21-Oct 4 21-Jun X Vail Lacrosse Shootout Colorado Lacrosse Promotoions, Inc & Colorado corporation d/b/a International Lacrosse Promotions Vail Athletic Field, Vail Mtn School, Donovan Park Jun 27-Jul 5 27-Jun X X X Vail Summer Bluegrass Concert Series Lakeside Stride: Ariel Rosemberg Lionshead : Vail Square @ Arrabelle Jul 1,15,29 and 8/12 1-Jul X Kick It 3v3 Soccer National Championship North American Sports Group Ford Park Fields Jul 31-Aug 2 31-Jul X X X Vail Kids Adventure Games Kids Adventure Games, Inc./Helene and Billy Mattison w/Vail Recreation District Mtn Plaza, Vail Mtn, Vail Village, Golden Peak, Ford Park, Solaris Plaza, Lionshead Aug 10-16 10-Aug X Vail Rocks Love Hope Strength Solaris Plaza, Vail Mtn TBD-Proposed: 7/31- 8/1, 8/7-8, 8/21-22 15-Aug X X X Gourmet on Gore Highline Vail Village Sep 4-7 4-Sep X Oktoberfest Highline Vail Village & Lionshead Sep 11-13 + 18-20 11-Sep X Vail Outlier MTB Festival (submitted as Vail Centurion Festival) The Greenspeed Project, Inc. Vail Village, Vail Mountain and Lionshead Sep 25-27 25-Sep X X Top Shelf Harvest Eagle Valley Events Inc Arrabelle at Vail Square and Lionshead Mall 26-Sep 26-Sep X Vail Snow Daze Highline Solaris, Vail Village, Vail Mtn and Lionshead Dec 7-12 (tentative) 7-Dec X Vail International Dance Festival Vail Valley Foundation ? X X 2015 TIER IV Funding: Life Long Learning Event: Producing Entity: Proposed Location: 2015 Dates: Start Date Post- trip survey Counts by RRC interviewers Ticketed event Vail Symposium Vail Symposium Various- Vail Programming only Jan 1- April X X Applied Leadership Programs in Vail Vail Leadership Institute Various 2014 Programming X X Peak Wellness Retreat: Women's Weekend and 2 Comp-fit events Peak Wellness Retreat Various May-Oct 2014 X X