HomeMy WebLinkAboutRRC 2015 Event Survey Results Presentation 02-08-2016Economic Development Office
February 3, 2016 (Updated February 8, 2016)
Photo by Jack Affleck
Visitor Profile, Attendance and Economic Impact of 2015
Special Events & Overview of 2016 Work Program
Economic Development Office
Chris Cares
RRC Associates
Office: 303.449.6558
chris@rrcassociates.com
2 Town of Vail | Economic Development Office | 02/03/16
Visitor Profile, Attendance and Economic Impact of 2015
Special Events & Overview of 2016 Work Program
Outline
Objectives and methodology
Attendee profile
Attendance estimates
Economic impact
Summary of 2015 results
Review of 2016 work program
3 Town of Vail | Economic Development Office | 02/03/16
Visitor Profile, Attendance and Economic Impact of 2015
Special Events & Overview of 2016 Work Program
4 Town of Vail | Economic Development Office | 10/7/15
5 Town of Vail | Economic Development Office | 10/7/15
2015 Work Program
6 Town of Vail | Economic Development Office | 02/03/16
•Measure visitor profile, attendance & economic impact at 26 TOV-funded special
events
•Summarize event results in “dashboard” format
•Key research tools:
Attendee surveys (intercept and/or post-trip):
Standardized metrics: visitor type, attendee origin, lodging type and
location, likelihood to recommend event, household income, etc.
Attendee counts (ticketed counts and/or manual “live” counts):
Standardized estimates of “attendee-days”
Economic impact:
Incremental spending in TOV generated by event
ROI: Ratio of incremental spending in TOV to amount of TOV funding
received
Visitor Profile, Attendance and Economic Impact of 2015
Special Events
7 Town of Vail | Economic Development Office | 02/03/16
Intercept Survey Example
8 Town of Vail | Economic Development Office | 02/03/16
Illustrative Screenshot of a Post-Trip Web Survey
Attendance Estimates
9 Town of Vail | Economic Development Office | 02/03/16
•Counters were used
to conduct periodic
live counts at events
with turnover, such as
the Farmer’s Market
Visitor Profile, Attendance and Economic Impact of 2015
Special Events
ECONOMIC IMPACT: Definition
ECONOMIC IMPACT, i.e. Incremental spending in TOV. Formula:
Event attendance
x Per capita daily spending of event attendees in TOV
x Ratio of days in Vail to days attended event (1, except for overnt visitors staying in TOV)
x Importance of event in driving decision to visit TOV (0-100%)
= Total economic impact in TOV
10 Town of Vail | Economic Development Office | 02/03/16
Visitor Profile, Attendance and Economic Impact of 2015
Special Events
11 Town of Vail | Economic Development Office | 10/7/15
Survey Methodology(ies) and Counting Technique(s) by Event
SURVEY METHODOLOGY(IES)COUNTING TECHNIQUE(S)
Event Intercept Post-Trip Manual/Live Counts Tickets/Registrations
1 US Open - Burton x x
2 Vail Film Festival x x
3 Taste of Vail x x
4 Spring Back to Vail x x
5 Vail Symposium x x
6 GoPro Mountain Games x x x
7 Hot Summer Nights x x
8 King of the Mountain Volleyball x x
9 Vail Kids Adventure Club x x
10 Vail Farmer's Market and Art Show x x
11 Vail Lacrosse Shootout x x
12 Vail Summer Bluegrass Concert Series x x
13 Kick-It 3v3 Soccer National Championship x x
14 Vail Kids Adventure Games x x
15 The America Cup Fly Fishing Tournament x x
16 Vail International Dance Festival x x
17 Bravo! Vail x x
18 Peak Wellness Retreats x x
19 Vail Jazz Party x x
20 Gourmet on Gore x x x
21 Oktoberfest x x
22 Vail Outlier MTB Festival x x x x
23 Vail-Beaver Creek Restaurant Week x x
24 Top Shelf Harvest x x
25 Vail Snow DAZE x x
26 Applied Leadership Programs in Vail x x
TOTAL 16 11 12 17
12
Dashboard
Example
Visitor Type by Event
13 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
97% 94%
82% 81% 74% 70% 67% 66% 66% 60% 59% 59% 54% 53% 51% 49% 48% 44% 40% 38% 36% 29% 27% 22%
9%
3%
4% 4%
3% 12% 10% 6% 2%
5% 14% 8% 15% 11% 11% 9%
1% 3% 10%
6%
18%
4% 7%
6%
10%
1% 1%
3%
4% 13%
8% 17%
8%
12%
2%
8%
8% 11% 18%
15% 12%
26%
15%
17%
47%
34% 50%
23%
3% 1%
3% 3% 12%
12% 5%
11%
11%
13%
8%
20%
22%
21% 12%
14%
19%
20%
22%
38%
21%
16%
26%
22%
53%
1% 9% 11% 8% 3% 5% 8% 3%
14% 6% 11%
1% 8% 15% 9% 17% 21%
1% 4% 8% 4% 6% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pe
r
c
e
n
t
o
f
R
e
s
p
o
n
d
e
n
t
s
Day visitor to Vail
Full-time downvalley resident
Full-time resident of Town of Vail
Seasonal resident of Vail Valley
Overnight visitor to the region
Annual Household Income (before taxes)
14 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
74%
64% 61% 58% 57% 53% 51% 51% 49% 48% 42% 38% 35% 34% 34% 33% 33% 33% 33% 27% 26% 24% 22% 18% 17%
11%
14% 18% 21%
7% 21% 21% 17% 26%
37%
25%
13% 23%
13% 13% 21%
12%
22% 15% 23% 29%
14% 14% 24%
8%
16%
18% 21%
29% 15% 18% 21% 17%
7%
29%
26%
40%
20% 20%
30%
39% 27% 37% 26% 20%
35% 43% 40%
38%
22%
4% 7% 11% 10% 10% 9% 8% 5%
23%
2%
33% 33%
16% 16% 18% 15%
24% 24% 27% 20% 18%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pe
r
c
e
n
t
o
f
R
e
s
p
o
n
d
e
n
t
s
Under $50k
$50k-$100k
$100-$150k
$150k or more
Importance of Event in Decision to Visit Vail
15 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
9.7 9.5 9.1 8.9 8.5 8.1
7.4 7.4 7.1 6.9 6.8 6.8 6.8
5.5 5.4 5.3 5.2 4.9 4.9 4.8 4.6 4.4
3.5 3.1
2.1
0
1
2
3
4
5
6
7
8
9
10
Av
e
r
a
g
e
I
m
p
o
r
t
a
n
c
e
(0
=
N
o
n
e
/
5
=
H
a
l
f
m
y
r
e
a
s
o
n
f
o
r
c
o
m
i
n
g
/
1
0
=
M
y
o
n
l
y
r
e
a
s
o
n
f
o
r
c
o
m
i
n
g
)
Net Promoter Score
16 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
92% 90% 89% 87% 85% 84% 79% 77% 76% 73% 70% 69% 68%
62% 58% 56% 56% 55%
48% 46%
34%
29%
24%
6%
0% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ne
t
P
r
o
m
o
t
e
r
S
c
o
r
e
Attendance (“attendee-days”)
17 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
79
,
0
0
0
52
,
2
7
0
46
,
0
0
0
21
,
5
0
0
19
,
8
4
0
19
,
3
0
5
13
,
8
1
2
11
,
4
0
0
11
,
3
4
0
11
,
0
0
0
10
,
8
2
0
9,
3
4
9
9,
0
0
0
6,
8
4
1
5,
0
9
6
4,
0
0
0
4,
0
0
0
2,
9
0
0
2,
7
0
0
1,
8
5
0
1,
5
2
8
1,
3
5
2
63
9
35
0
20
6
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
At
t
e
n
d
e
e
-Da
y
s
Aggregate:
346,098 attendee-days
Economic Impact
18 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
$1
3
,
8
7
4
,
6
6
5
$5
,
4
5
9
,
0
2
9
$5
,
1
4
7
,
3
7
7
$3
,
0
8
1
,
1
6
8
$2
,
5
0
9
,
2
7
5
$2
,
0
0
2
,
9
6
6
$1
,
8
2
5
,
3
0
3
$1
,
8
0
3
,
8
0
5
$1
,
7
9
2
,
5
8
9
$1
,
7
4
8
,
3
6
1
$1
,
6
4
8
,
5
4
6
$1
,
5
8
4
,
5
8
5
$1
,
4
4
4
,
7
1
4
$9
5
8
,
9
8
9
$8
2
2
,
0
7
0
$7
9
1
,
0
1
3
$6
6
5
,
0
7
4
$6
1
8
,
1
0
3
$4
4
6
,
0
3
9
$3
4
3
,
6
0
9
$1
9
6
,
0
6
6
$7
0
,
8
4
6
$4
8
,
5
6
5
$3
8
,
5
3
8
$3
1
,
4
2
2
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
Ec
o
n
o
m
i
c
I
m
p
a
c
t
*Note: Jazz economic impact is for the Jazz Party only
(other Jazz events excluded).
Aggregate:
$48.9 million direct economic impact
$3
9
6
$1
6
7
$1
2
5
$6
4
$4
6
$4
5
$4
1
$4
0
$3
9
$3
3
$3
2
$3
2
$3
0
$3
0
$3
0
$2
7
$1
4
$1
4
$1
3
$9
$8
$5
$2
$1
$1
$0
$50
$100
$150
$200
$250
$300
$350
$400
$450
Ec
o
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o
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I
m
p
a
c
t
P
a
y
b
a
c
k
R
a
t
i
o
Economic Impact Payback Ratio (economic impact:TOV funding received)
19 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
*Note: Jazz payback ratio is artificially small, since it compares the economic impact
for the Jazz Party only, to the funding received for all Jazz events.
Aggregate:
$35 economic impact per dollar of TOV funding
$1
3
.
2
1
$6
.
0
3
$4
.
4
6
$2
.
1
3
$1
.
6
5
$1
.
5
1
$1
.
3
4
$1
.
2
3
$1
.
2
2
$1
.
1
7
$1
.
1
6
$1
.
1
1
$1
.
0
6
$1
.
0
3
$0
.
9
7
$0
.
8
9
$0
.
4
2
$0
.
3
2
$0
.
3
0
$0
.
2
8
$0
.
2
8
$0
.
0
8
$0
.
0
6
$0
.
0
5
$0
.
0
3
$0
$2
$4
$6
$8
$10
$12
$14
Ta
x
P
a
y
b
a
c
k
R
a
t
i
o
Tax Payback Ratio (TOV 4% & VLMD 1.4% taxes:TOV funding received)
20 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
*Note: Jazz payback ratio is artificially small, since it compares the tax revenues generated
by the Jazz Party only, to the funding received for all Jazz events.
Aggregate:
$1.15 in incremental taxes per dollar of TOV funding
Summary of Economic Impact & Payback Ratios
21 Town of Vail | Economic Development Office | 02/03/16
Summary of 2015 Special Events Results
•$49 million direct economic impact to Vail’s businesses generated by 25 events
tracked in 2015*
•*Note: Several events that took place in Vail were not included in this study and are not included
in the 2015 economic impact total, e.g. Vail America Days, HoliDaze, & World Championships
•*Note: The economic impact associated with Vail Jazz is limited to the Vail Jazz Party (other
Jazz events excluded)
•$35 economic impact payback ratio generated by the 25 events evaluated
(i.e. $35 in incremental economic impact per dollar of TOV event funding)
•$1.15 tax payback ratio generated by the 25 events evaluated
(i.e. $1.15 in incremental TOV & VLMD sales taxes per dollar of TOV event funding)
•2015 vs. 2013 comparisons for 19 “same store” events evaluated both years
(2013 estimates based on 2013 attendance & 2012 surveys):
•Economic impact: up 7.5% (from $44.4M to $47.8M)
•Economic impact payback ratio: up 7.2% (from $37 to $40)
•Tax payback ratio: up 9.4% (from $1.22 to $1.33)
Other Benefits of Special Events
22 Town of Vail | Economic Development Office | 02/03/16
•While our estimates help estimate direct visitor economic impact of events, there are
many other benefits of special events that make them valuable to Vail:
•Economic impacts associated with event production
•Secondary or “multiplier” economic impacts
•Enhanced guest satisfaction (positive word of mouth, town reputation, repeat visitation)
•Marketing exposure
•Media exposure
•Reinforce and shape town brand
•Maintains/increases competitiveness of Vail as compared to other mountain
resorts and destinations
•Community quality of life benefits
Visitor Profile, Attendance and Economic Impact of 2015
Special Events
2016 Event Research List
23 Town of Vail | Economic Development Office | 02/03/16
Overview of 2016 Work Program
Event:Producing
Entity:Proposed Location:2015 Dates:Start
Date
2016
Funding
Allocated
RRC
intercept
surveys
Post-
Event
web
survey
Counts
by Event
Promoter
Counts by
RRC
interviewers
Assistance
by TOV
CEOs
Ticketed
event
RRC
Dashboard
DUE to TOV
Producer Event
Recap Materials
DUE to CSE
Recap
Date
1 Vail Centre
Vail Centre (Vail
Leadership
Institute in 2015)
Grandview Room,
Donovan Pavilion 2016 1-Jan $56,000 X X X 21-Sep 28-Sep 5-Oct
2 Nurture/Explore/Discover
at the Garden
Betty Ford
Alpine Gardens
Betty Ford Alpine
Gardens
January 1 -
December 31,
2016
1-Jan $15,000 X X X 21-Sep 28-Sep 5-Oct
3 Vail Symposium Winter
2016 Vail Symposium
The Donovan Pavilion,
The Grand View, The
Antlers at Vail, The
Arrabelle at Vail
Square, The Town of
Vail Public Library,
The Sonnenalp and
Vail Mountain School
December
2015-April
2016
1-Jan $35,000 X X X 18-May 25-May 1-Jun
4 Big Beers, Belgians &
Barleywines Festival Laura Lodge Vail Cascade Resort,
Atwater, Terra Bistro,
January 7 – 9,
2016 7-Jan $10,000 X X X 17-Feb 24-Feb 2-Mar
5 Mountains of Hope Vail Veterans
Program
Vail Village, Vail
Mountain
January 24-28,
2016 and
March 6-11,
2016
24-Jan $18,000 X X 20-Apr 27-Apr 4-May
6 CarniVail Highline Vail Village, Eagle's
Nest
February 7 - 9,
2016* OR
February 6 - 9,
2016
6-Feb $20,000 X X X 23-Mar 30-Mar 6-Apr
7 Burton US Open Burton /Highline Vail February 29-
March 5, 2016 29-Feb $400,000 X X X X 20-Apr 27-Apr 4-May
8 Taste of Vail Taste of Vail
Vail Village,
Lionshead, Gore
Creek, Willow Bridge
Rd., Four Seasons
March 30-
April 2 30-Mar $30,000 X X X 20-Apr 27-Apr 4-May
Summary of Interviewing/Counting Program - Vail Events 2016
2016 Event Research List (cont’d)
24 Town of Vail | Economic Development Office | 02/03/16
Overview of 2016 Work Program
Event:Producing
Entity:Proposed Location:2015 Dates:Start
Date
2016
Funding
Allocated
RRC
intercept
surveys
Post-
Event
web
survey
Counts
by Event
Promoter
Counts by
RRC
interviewers
Assistance
by TOV
CEOs
Ticketed
event
RRC
Dashboard
DUE to TOV
Producer Event
Recap Materials
DUE to CSE
Recap
Date
9 Pink Vail Vail Valley
Medical Center Vail Mountain 2-Apr-16 2-Apr $10,000 X X 20-Apr 27-Apr 4-May
10 Vail Film Festival Colorado Film
Institute
Cascade, Marriott,
VMS April 7-10 7-Apr $45,000 X X X 18-May 25-May 1-Jun
11 Spring Back to Vail Highline Golden Peak, Vail
Village 10-Apr-16 10-Apr $25,000 X X X X 18-May 25-May 1-Jun
12
Vail Jazz Festival
(Farmers' Market & Jazz
Festival)
Vail Jazz
Foundation
Vail Square, Farmers'
Market
June-
September 1-Jun $74,160 X X X 21-Sep 28-Sep 5-Oct
13 Hot Summer Nights Vail Valley
Foundation
Gerald R. Ford
Amphitheatre
June-August
2016 1-Jun $28,325 X X X 21-Sep 28-Sep 5-Oct
14 GoPro Mountain Games Vail Valley
Foundation
Golden Peak, Vail
Vallage, Mountain
Plaza, and
Homestake Creek in
Red Cliff
June 9 - 12,
2016 9-Jun $85,000 X X X X 20-Jul 27-Jul 3-Aug
15 King of the Mountain
Volleyball
King of the
Mountain
Volleyball
Vail Valley Fields June 17-19,
2016 17-Jun $15,000 X X X 20-Jul 27-Jul 3-Aug
16
Vail Farmers' Market & Art
Show/Vail Farmers'
Market Farm to table
Series
Vail Farmers'
Market & Art
Show/Meadow
Drive Partnership
Meadow Drive
June 19th- Oct
2 Sundays
and June 26,
July 22 and
August 12
19-Jun $35,000 X X X 19-Oct 26-Oct 2-Nov
17 Vail Arts Festival Eagle Valley
Events, Inc.
Lionshead Mall,
Arrabelle at Vail
Square
June 24-26,
2016 24-Jun $10,000 X X X 24-Aug 31-Aug 7-Sep
18 Vail Lacrosse Shootout
International
Lacrosse
Promotions, Inc.
Ford Park, Vail
Athletic Field, VMS,
Donovan Park
June 25- July
3, 2016 25-Jun $15,000 X X X 24-Aug 31-Aug 7-Sep
Summary of Interviewing/Counting Program - Vail Events 2016
2016 Event Research List (cont’d)
25 Town of Vail | Economic Development Office | 02/03/16
Overview of 2016 Work Program
Event:Producing
Entity:Proposed Location:2015 Dates:Start
Date
2016
Funding
Allocated
RRC
intercept
surveys
Post-
Event
web
survey
Counts
by Event
Promoter
Counts by
RRC
interviewers
Assistance
by TOV
CEOs
Ticketed
event
RRC
Dashboard
DUE to TOV
Producer Event
Recap Materials
DUE to CSE
Recap
Date
19 Vail Family Fun Fest
(survey 4 days)
Blue Creek
Productions, Inc Lionshead
June 25; July
2, 9, 16, 23, &
30; August 8
25-Jun $20,000 X X X 21-Sep 28-Sep 5-Oct
20 Vail Summer Bluegrass
Series Lakeside Stride Arrabelle at Vail
Square
June 29, July
13, 27, August
10
29-Jun $50,000 X X 21-Sep 28-Sep 5-Oct
21 Bravo! Vail Bravo! Vail Gerald R. Ford
Amphitheatre
July 1 -
August 6,
2016
1-Jul $256,100 X X X 21-Sep 28-Sep 5-Oct
22
Colorado Cup 2016 -
Bundesliga
(which specific event TBD)
JJRose Holdings
Group LLC
Eagle Vail Field and
Pavillion, Vail
Mountain School
Field, Vail Athletic
Field and Ford Field
July 15th -
July 25th 2016 15-Jul $10,000 X X 21-Sep 28-Sep 5-Oct
23 Kick It 3v3 National Soccer
Championship
North American
Sports Group
Ford Fields, Vail
Valley Fields
July 29-31,
2016 29-Jul $40,000 X X X 21-Sep 28-Sep 5-Oct
24
Vail International Dance
Festival
(specific events to be
surveyed)
Vail Valley
Foundation
Gerald R. Ford
Amphitheatre
July 30-August
14, 2016 30-Jul $47,380 X X X 21-Sep 28-Sep 5-Oct
25 Vail Kids Adventure
Games
Kids Adventure
Games, LLC Vail Village Aug 10-14,
2016 10-Aug $40,000 X X X 21-Sep 28-Sep 5-Oct
26 Gourmet on Gore Highline Gore Drive September 2 -
5, 2016 2-Sep $55,000 X X X 19-Oct 26-Oct 2-Nov
27 Vail Oktoberfest Highline Vail Village,
Lionshead
Fri. Sept. 9 -
Sun. Sept. 11
& Fri. Sept. 16
- 18, 2016
9-Sep $55,000 X X X 19-Oct 26-Oct 2-Nov
28 36th FIPS Mouche World
Fly Fishing Championship
The America
Cup, Inc.
Evergreen Lodge, Vail
Marriott, Dillon
Reservoir, Sylvan
Lake,Colorado River,
Eagle River
September 11-
18, 2016 11-Sep $50,000 X X X 19-Oct 26-Oct 2-Nov
Summary of Interviewing/Counting Program - Vail Events 2016
2016 Event Research List (cont’d)
26 Town of Vail | Economic Development Office | 02/03/16
Overview of 2016 Work Program
Event:Producing
Entity:Proposed Location:2015 Dates:Start
Date
2016
Funding
Allocated
RRC
intercept
surveys
Post-
Event
web
survey
Counts
by Event
Promoter
Counts by
RRC
interviewers
Assistance
by TOV
CEOs
Ticketed
event
RRC
Dashboard
DUE to TOV
Producer Event
Recap Materials
DUE to CSE
Recap
Date
29 Colorado Grand CO Grand and
LHMA Lionshead Mall Sept. 16-17,
2016 16-Sep $10,000 X X 19-Oct 26-Oct 2-Nov
30 Outlier Offroad Festival
Uncommon
Communications
/ Greenspeed
Project
Gondola One,
Lionshead Base
September 29 -
October 2,
2016
29-Sep $25,000 X X X 19-Oct 26-Oct 2-Nov
31
Vail Beaver Creek
Restaurant Week
(survey methodology TBD)
GROUP970
Restaurant Vail/Beaver Creek
Friday,
September
30th - Sunday,
October 9th,
2016
30-Sep $11,500 X X 19-Oct 26-Oct 2-Nov
32 Vail's Top Shelf Harvest
Eagle Valley
Events, Inc.
Arrabelle at Vail
Square 1-Oct-16 1-Oct $15,500 X X X 19-Oct 26-Oct 2-Nov
33 Global Solutions Forum
Students
Shoulder-to-
Shoulder: The
International
School of Global
Citizenship
Vail Mountain School
and The Antlers of
Vail
October 20 –
23, 2016 20-Oct $15,000 X X X 23-Nov 30-Nov 7-Dec
34 Vail Snow Daze Highline
Mountain Plaza,
Solaris
Plaza/Meadown Drive
December 9 -
11, 2016 9-Dec $40,000 X X X X 18-Jan 25-Jan Feb
2017
35 Vail Holidaze Ren Productions Vail Village Dec 16-18,
2016 16-Dec $24,000 X X X 18-Jan 25-Jan Feb
2017
Summary of Interviewing/Counting Program - Vail Events 2016
Economic Development Office
Chris Cares
RRC Associates
Office: 303.449.6558
chris@rrcassociates.com
27 Town of Vail | Economic Development Office | 02/03/16
Thank you!
Visitor Profile, Attendance and Economic Impact of 2015
Special Events & Overview of 2016 Work Program